Those cliches reflected the way the company's founders and long-time CEOs were depicted as well: Steve Jobs the rebel, Bill Gates the business drone. My, how times have changed. These days Apple CEO Tim Cook has become one of tech's Sycophants-in-Chief to US President Donald J. Trump, while Microsoft CEO Satya Nadella, in his own quiet way, has been the only tech exec to face the president down when necessary.
All categories are arguably currently witnessing a desire from consumers for the real and tangible. As we enter a new AI-powered age of digital saturation, the physical experience is what matters and cuts through. Research shows younger generations starting to move away from social media, and there's evidence of a more widespread cynicism around digital platforms and services, summed up with the idea of 'enshittification'.