Dear Apple, please save me!
I’m normally not a praying man, but if you’re up there, please save me SUPERMAN! Ehm, sorry, I mean, APPLE!
Warning: this is an open Love letter by a broken heart still in love.
I know you’re there, listening to us; we have been in a relationship for more than 10 years now and, as every couple, we’re now facing some problems. Help me to solve them together please; let’s find a way to go through this…
You know why we fell in love in the first place: we sought to be different (at least to think different), we were thinking that the World could have been a better place, we were dreamers and we believed together in a better future for everyone. And I don’t regret all these years spent together at all.
But right now I’m scared: I see you’re in good shape, everything is ok, and you’re definitely looking really great! But it seems like you’re not ready to risk anymore; I’m feeling like the dream has been put aside, and that you’re only focused on your job.
I think we have to go back and focus more on ourselves, on our needs and goals; what do you think?
The iPhone has been a great thing for us, I admit it, you had me with that; we found ourselves again when it became part of our lives; and all the things that followed, AppStore, iPad, all that developers creating apps… everything has been really great for several years. And they still are.
And then the Macbook: I always knew you were going to surprise me once again. You made me think that one Macbook was forever (and I still feel the same — who needs diamonds?!).
I don’t even remember what “formatting” means, I don’t know what an antivirus is anymore, you changed my life and, I hope, I changed your life as well.
Now I really need to ask you something.
It seems you’re taking your time, just before changing our lives again, suddenly, without any notice. And I understand it; I don’t urge the change, I’m not in a need of something else and I don’t want to push you to do something that is not worth to be released; but I’m afraid. I’m afraid that nothing is boiling up; I see your Keynotes, and besides the great technology improvements on the hardware it seems like you’re forgetting that pleasure of touching something new, experimenting with a complete new design, colors, something that we are still not used to in our lives. Don’t get me wrong, the Touchbar is cool, yes, ok, well… Yes. But I need you; and I need you to prove that the things can be different; I need you to show us that money is not always the solution to everything, but that for sure it helps to innovate, to create crazy useful things that can change the daily lives of people; things and ideas that can change the World.
I’m trying to change the World in a small Country, Italy, and I founded a company in an even smaller Country, Montenegro, still with this same dream that we had together, years and years ago. Don’t leave me alone on this and help me to inspire my colleagues and collaborators; help me to prove that things can be different; please, help me to show how things don’t have to continue to work this way simply because they have been like this for years.
You have to understand that people are scared of change, but I know that deeply, somewhere in their hearts, they really want to live the change; everyone would like to be part of something great, new, shocking, but I need your help. Shock them, shake them, make them feel in love again, if not with you, with anything else, but at least, let’s shake them from the foundations!
Dear Apple, please: help me to change the World. Again.
About me: I’m the Chief Technology Officer at Fleka; former Professor at Istituto Europeo di Design in Milan; Pixel Art lover, posting experiments on Twitter; I write about technology related to business topics here on Linkedin Pulse and on my Medium account. Check instead my Instagram profile for a sneak peek of my private life ;)