How Quantum Edge helped Apple rediscover their lost magic and increase their market share.
When Tim Cook first approached us, Apple were already going down the tubes. After a decade dominating the world with their fancypants phones and trendsetting tech, they realised that somewhere along the way they'd taken a wrong turning and were now stumbling blind down a dusty road to digital death. Jonny Ive was in tears when he begged us to help them rediscover their glory days.
Naturally we took pity on them — after all, imitation is a form of flattery and it was obvious they needed our professional help. We flew the forlorn pair across to 1 Peebles Avenue and took them in. We fed and watered them, gave them lots of hugs and encouragement, and then set to work.
Apple's once pioneering spirit was suffocating in a vacuum of inspiration. It was a design emergency.
The challenge was clear. It was not going to be easy. Apple's design philosophy had atrophied to such an extent that it needed a shot of adrenalin straight to the heart. So we brought in Angus MacPheep, whose revolutionary style modules offer multi-dimensional spacetime value by speeding up the design process and re-engineering the probabilities of future success.
In our second session with Tim and Jonny, we taught them how to 'Embrace the Edge', not just as a high-end resource for professional Weavers, but as a playpen of granular design, where each module can be seen as a microcosm of grander designs.
It wasn't easy — but after many beatings they eventually they came to realise it was precisely our Quantum combination of insight and inspiration that would open new dimensions for them to explore. That only along the forking path to enlightenment could they learn how to attain the zen-like harmony and balance of granular elements bound in perfect symmetry by the responsive fields that encompass them.
To say the moment was epiphanic and a turning point in Apple's success is beyond moot and the infinite depths of our modesty. Nevertheless, to witness the gratitude in wee Jonny's eyes was more than enough reward.
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