The Apple presentation last night, for the moment it arrived and for the way it was made, even before being a show was a lesson. Anyone who has the fortunes and interests of a company (their own company) in their hands if it concerns it. But it shouldn't be concerned to learn the latest details on the latest Apple Watch, or to understand if Apple One is right for you: put aside the contents, we're talking about something else here. Here we are talking about form, because it is on this point that Apple has carved an important groove compared to anyone else. We speak of form elevated to art, until it becomes substance.
There is much to be said about the ethereal lines of the campus, often combined with the priestly posture and attire of CEO Tim Cook. But this is not the point, because this is a constant on which Apple has been betting for a long time, even before Cook himself, certainly long before what Covid has projected on the international market.
