Apple has faced the same brick wall Meta has: incredible forward thinking hardware and absolutely no idea what to do with it. Zuckerberg’s developers came up with a virtual boardroom and the best Apple’s billion-dollar R&D could come up with was floating spreadsheets and teleconferencing, ironic given they had just asked all their own employees back to the glass donut only months prior.

I think Apple has created a fantastic piece of industrial computing (with industrial pricing to match) and I can’t wait to see how firms make use of it. But they don’t seem to have done much post-pandemic market research on the affects of loneliness in lockdown; people are back to wanting shared experiences again and avoiding isolation wherever possible.