Announcements

Jony Ive is back. Yes, that Jony Ive, the designer of the iPhone among others.

Last Wednesday he announced he's joining forces with Sam Altman's OpenAI to launch new AI first computing products.

That's amazing.

But the thing that really struck me was the announcement video.

The video weaved it's way through San Francisco's beauty from the Golden Gate Bridge to Transamerica Pyramid.

Compared that to the average Apple video these days.

Shot in Apple Park, the $5 billion dollar Apple HQ that looks like a giant spaceship.

Beautiful maybe, but intimidating in tone.

Compare that to this video.

Apple, Ive's former company and now competitor, is selling more of the same.

OpenAI is selling a promise of a better future.

One where we're not glued to our Smartphone screens 24/7.

Take a few minutes to watch this, this is how announcements are done.

or to participate.