“In the beginning, God created the Heaven and the Earth”… Ever since the beginning of time, space and matter, it’s always been about Creating, to put something out there that wasn’t there before. Ask yourself if we would have had the smartphone without Apple visionary Steve Jobs. Not that soon (it was a technological feat back in 2007), definitely not in the product format that became standard all over the globe. Jobs’ forte was creating, most definitely. These days, Apple seems to employ a bunch of engineers and bright people who are each good on the square millimeter. Business has become about consolidating, not about the Power of Creating. Design has become holistic BS to sell minimalist styled products. Clever. The Bigger Picture is missing though. After tackling personal communication with the iPhone, Steve Jobs has been said to be interested in bringing an iCar… Idiots at Apple HQ are reportedly working on a Bang & Olufsen styled SUV.

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Identify how high-tech bypasses common sense to sell us a solution that frequently misses the point | country: Netherlands

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