Apple CEO Tim Cook. (AP)
Apple CEO Tim Cook. (AP)

Apple’s old core

Apple’s CEO Tim Cook now wants its handy little screens to engross us with movies, video games and magazines

Apple is going back to its core as a brand, apparently. It needs to: iPhone upgrades have been drawing fewer oohs-and-aahs and sales of this mega-success have been sniffing at saturation.

Apple’s CEO Tim Cook now wants its handy little screens to engross us with movies, video games and magazines. This is a content play, pooh-poohed by equity analysts who consider it a flimsy cover for a tech trail-off. True, its plan is sketchy and its stock has slipped. Even the joint stardom of Steven Spielberg and Oprah Winfrey at its Steve Jobs Theater could not enthuse investors. Yet, the move could revive its original appeal.

The brand first burst into the mindspace of its loyalists with a TV commercial that portrayed it as a tool to smash the Orwellian hegemony of Big Brother. Today, this champion of liberty stands accused of being a bully itself (by Spotify, for instance).What’s more, its privacy safeguards against prying eyes seem only slightly better than those of rival cellphones loaded with other software. In short, it has been losing its edge on what its fans value most. One way to regain credibility would be to rededicate itself to what gave the brand its “conscience" to begin with. Cinema could do it.

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