Why Is Apple Being So Nostalgic

A few weeks ago, Apple’s longtime ad creator Lee Clow suggestively tweeted, “Gonna be a good Super Bowl. Mac’s gonna be 30 :).” People immediately started speculating that the iPhone and iPad maker might air an ad celebrating the Macintosh computer’s birthday. Any fans waiting for an Apple ad on Sunday night were disappointed. On Monday morning, however, the company released an online video that may have been what Clow was hinting at... 

But, as beautifully as the video depicted how the company’s products have changed the world, it was also another reminder of how much Apple has changed since those days—not least because the old Apple, under Jobs, looked forward, not backward. “I think if you do something and it turns out pretty good, then you should go do something else wonderful, not dwell on it for too long,” he had famously said. “Just figure out what’s next.”

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