Apple’s Magic Is In The Turn, Not The Prestige

“Apple’s focus remains on The Turn, the process by which they make the ordinary extraordinary. But even with a masterful Prestige, it’s hard to convey that commitment. That is until you walk into an Apple Store and pick up the product.” – MG Siegler

My favorite tech company being compared to a favorite movie. The best commentary I’ve read concerning Apple’s iPhone 5 unveiling yesterday.

Also, because of the numerous leaks about the iPhone 5 that turned out to be true, yesterday’s announcement felt a bit like knowing the secret to the magic trick while it’s being performed.

via [TechCrunch]

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