• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Jeff Bezos wants the bottom half of earners to pay zero income tax—he says nurses making just $75K should save $12K a year

2

Uber CEO says rideshare 'freed up' his son from having to get a driver’s license—and he's one of many Gen Zers who aren’t willing to drive

3

Inside the 'stealth wealth' playbook: How Silicon Valley's elite buy multimillion-dollar mansions without leaving a paper trail

1

Jeff Bezos wants the bottom half of earners to pay zero income tax—he says nurses making just $75K should save $12K a year

2

Uber CEO says rideshare 'freed up' his son from having to get a driver’s license—and he's one of many Gen Zers who aren’t willing to drive

3

Inside the 'stealth wealth' playbook: How Silicon Valley's elite buy multimillion-dollar mansions without leaving a paper trail
TechApple

Looking at Apple’s event from outside the reality distortion field

By
Philip Elmer-DeWitt
Philip Elmer-DeWitt
Down Arrow Button Icon
By
Philip Elmer-DeWitt
Philip Elmer-DeWitt
Down Arrow Button Icon
September 14, 2015, 6:58 AM ET
Courtesy of Apple

I was amused over the weekend to read accounts of Apple’s Sept. 9 event by a pair of self-proclaimed Android enthusiasts: Joshua Topolsky, recently canned by Michael Bloomberg, writing this week for the New Yorker; and Holly Brockwell, a Twitter phenom and editor of Gadgette, a website for women.

In the excerpts below, each is responding to his or her impression that most of the innovations Apple unveiled last week—90% by Topolsky’s estimate—had already been deployed by Apple’s competitors. By Samsung. By Google. By Microsoft. By Amazon, Hulu, Netflix, Roku and Sony.

I’ll start with Brockwell, because she’s funnier.

“After [One Republic’s Ryan Tedder] took an awkward selfie with Tim Cook, the stream ended, leaving me with a gaping sense of disappointment that a) there was nothing original and b) no one else seemed to realise there was nothing original. For me, watching Apple announcements feels like being the shortest person at a gig—everyone else is watching something amazing and I just can’t see it. I want to, but I can’t. All I can see is a bunch of sweaty nerds clapping and whooping like sea lions, eagerly snapping up the stale fish Apple throw.”

Topolsky, however, has been around the block before. He knows that Apple has a knack for making ideas you’ve seen and heard before “seem like things that have just sprung, fully formed, from the elastic mind of Jony Ive.”

“And that’s part of the reason why Apple’s ‘me too’s end up feeling like ‘me-first’s. In the digital age, execution is staggeringly important, and there isn’t a single company in existence that can pull off polish and simplicity like Apple. While other companies struggle just to get all of their devices and services talking to one another, Tim Cook and friends are worrying over the details that actually make consumers pay attention. The products don’t just work the way they should; they feel the way they should. Reducing friction, even a single click, can change the way a user perceives an entire product.”

Links:

  • Bullshit, selfies and Photoshopped smiles: Apple’s iPhone 6S announcement was a joke
  • Apple: You’ve Seen It All Before, and Nothing Else Like It

.

Apple’s event in 120 seconds:

Follow Philip Elmer-DeWitt on Twitter at @philiped. Read his Apple (AAPL) coverage at fortune.com/ped or subscribe via his RSS feed.

About the Author
By Philip Elmer-DeWitt
See full bioRight Arrow Button Icon

Latest in Tech

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Tech

Antonio Gracias, founder, chief executive officer and chief investment officer of Valor Equity Partners
InvestingSpaceX
Elon Musk’s best friend could make more than $100 billion from SpaceX’s IPO. His firm is also owed billions by SpaceX
By Eva RoytburgMay 25, 2026
1 hour ago
Huawei touts chip breakthrough to shorten gap with TSMC
AsiaChina
Huawei touts chip breakthrough to shorten gap with TSMC
By BloombergMay 25, 2026
2 hours ago
mollick
Economydisruption
‘Nobody knows anything’ and ‘this time is different’: the phrases that define — and haunt — the AI economy
By Nick LichtenbergMay 25, 2026
2 hours ago
Becky Schmitt, the chief people officer of PepsiCo
Future of WorkWorkplace Innovation Summit
PepsiCo CPO says their ‘secret sauce’ to hiring top talent is that they all have hustle—And are agile and curious in the AI era
By Emma BurleighMay 25, 2026
3 hours ago
SpaceX’s next-gen rocket is the key to its sky-high valuation, early investor says: ‘Starship also enables all kinds of frontier markets’
Startups & VentureElon Musk
SpaceX’s next-gen rocket is the key to its sky-high valuation, early investor says: ‘Starship also enables all kinds of frontier markets’
By Marco Quiroz-GutierrezMay 24, 2026
1 day ago
Dara Khosrowshahi speaks on stage and holds his palms in front of him, pressed together.
LifestyleUber Technologies
Uber CEO says rideshare ‘freed up’ his son from having to get a driver’s license—and he’s one of many Gen Zers who aren’t willing to drive
By Sasha RogelbergMay 24, 2026
1 day ago

Most Popular

Jeff Bezos wants the bottom half of earners to pay zero income tax—he says nurses making just $75K should save $12K a year
Success
Jeff Bezos wants the bottom half of earners to pay zero income tax—he says nurses making just $75K should save $12K a year
By Preston ForeMay 21, 2026
4 days ago
Uber CEO says rideshare 'freed up' his son from having to get a driver’s license—and he's one of many Gen Zers who aren’t willing to drive
Lifestyle
Uber CEO says rideshare 'freed up' his son from having to get a driver’s license—and he's one of many Gen Zers who aren’t willing to drive
By Sasha RogelbergMay 24, 2026
1 day ago
Inside the 'stealth wealth' playbook: How Silicon Valley's elite buy multimillion-dollar mansions without leaving a paper trail
Real Estate
Inside the 'stealth wealth' playbook: How Silicon Valley's elite buy multimillion-dollar mansions without leaving a paper trail
By Sydney LakeMay 24, 2026
1 day ago
Indeed chief economist says we’re entering an era of ‘great mismatch’ thanks to a generational imbalance of workers
Success
Indeed chief economist says we’re entering an era of ‘great mismatch’ thanks to a generational imbalance of workers
By Emma BurleighMay 22, 2026
3 days ago
This 39-year-old quit his lineman job during the pandemic and built a $50 million company in his backyard
Success
This 39-year-old quit his lineman job during the pandemic and built a $50 million company in his backyard
By Nick LichtenbergMay 23, 2026
2 days ago
Microsoft reports are exposing AI's real cost problem: Using the tech is more expensive than paying human employees
AI
Microsoft reports are exposing AI's real cost problem: Using the tech is more expensive than paying human employees
By Jake AngeloMay 22, 2026
3 days ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.