Apple's latest ad for its AI writing assistant has drawn criticism. I find it disappointing myself, and it saddens me a little. Many see in it the abandonment of the revolutionary spirit of 'Think Different'.
The right is just the left that worked. Every successful movement eventually becomes the establishment it once challenged.
— Mike Kobach (@mkobach) November 7, 2024
A left/right political reading that I find interesting suggests that every movement that succeeds seems to naturally drift from its initial challenger position toward an establishment position. The right is just the left that worked.
I would offer another perspective: it is not the vision that changes, it is the context of its expression.
Nothing has been abandoned in reality. Apple's vision has always been to transform our relationship with technology.
'Think Different' was a manifesto when technology was not yet democratized.
Today, from its position as leader, Apple continues to push this transformation but must speak to a world that has already been changed by its initial vision.
'Write Smarter' is an invitation when technology is ubiquitous.
It is tempting to want to adapt your vision to market changes. That is a mistake. The vision must be the anchor that guides the adaptation of your message to new contexts.
True success is not maintaining the same message, but finding new ways to express an unchanged vision in a world that has itself changed.