Matthew Palmer Top Articles Vanilla Rocket Kubernetes Book Standing Invitation

That's Apple

Last week’s keynote wasn’t particularly memorable, but there’s one thing that blew me away.

Take a look at this scene from the video that introduced the new retina iMac.


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While this image is on-screen, the narrator’s doing a deep dive into the new timing controller that powers the display. It’s about as technical as Apple gets in a keynote.

But look behind the exploded iMac. Behind the new ‘TCON’ there’s a girl holding her father’s hand. Not brought to the centre of the frame, not inflated to be the story of the video, just a consequence of this device being in their home. That’s incredible storytelling.

That’s Apple.

My products
💅 Vanilla – hide icons from your Mac menu bar for free
🚀 Rocket – super-fast emoji shortcuts everywhere on Mac… :clap: → 👏
Horo – the best free timer app for Mac
📂 FastFolderFinder – a lightning-fast launchbar app for folders and apps
📖 Kubernetes – my book on Kubernetes for web app developers
😄 Emoji Bullet List – easily emojify your bullet point lists (like this one!)

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