I don’t agree with the writer’s assessment. Batteries are important, for sure — but they’re a necessary component of untethered electronics. Batteries are fast becoming a commodity that’s just part of your life — they offer no emotional connection or reason to get excited. At least if you consider the last decade of technology ads, it’s about human experiences and adventure. To believe the author is to be willing to believe that car makers will sell the next generation of autonomous vehicles by focusing solely on the grip of the tires.

As I’ve written, Apple is a fashion company that sells internet-connected extensions of self. Batteries and energy literally “light up” these devices, but they’re not why people buy them. People buy Apple products because of the way they make people feel about themselves: elegant, powerful, not stupid, sexy. Being energy efficient may help you feel enlightened or responsible, but those feelings are often at odds with consumerism or technological consumption.

Inventor of the hashtag. Ever-curious product designer and technologist. Previously: Google, Uber, Molly (YC W18).

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