Transportation has never been a Ferrari's real purpose. Sure, you can drive one'although not literally you, because you probably can't afford one. For the few who can, it is an automobile to be seen idling at a stoplight before prancing away, or parked at a luxury-hotel valet stand, inspiring desire and jealousy. For normal people, a Ferrari is a symbol: of power, control, precision, and wealth'but also of the longing for those virtues, and of the idea that they are virtues in the first place. The Ferrari is the quintessential bedroom-poster car, captured in a glossy photo pinned on a wall in a teenage boy's bedroom like a photo of a scantily clad woman: an unachievable object of desire. If a Ferrari is an object of spectacle, an Apple device is an object of function. The Apple product, whether it's a laptop, music player, smartphone, tablet, speaker, or watch, is designed to dissolve into its context and melt into ordinary life. Frictionless, intuitive, and transparent'in its ideal...
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