In 1997, as it was attempting to resuscitate itself from corporate near-suicide, the tech company Apple ran a series of adverts imploring punters to “Think Different”.
One used old footage of former heavyweight champ Muhammad Ali, shadow-boxing at a camera and mocking his observer. “Back up, sucker. Back off,” he yells, before changing his taunt. “Come get me, sucker. I’m dancing. I’m dancing.”
Apple has grown so large that it has to do something utterly sensational to move the dial
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