737: The In-Breath

Yesterday, Apple launched preorders for the iPhone 13.

I haven’t ordered a new phone in years, but I smiled when I saw that the whole Apple Store was down for hours before the launch.

Not just iPhones. Everything.

Twenty years ago I used to laugh at them – how ridiculous for a company to have to take down its whole store just to update a couple of products.

How little I knew.

They are masters of the in-breath.

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