Apple Design Credo

if everyone

  is busy making everything…

how can anyone perfect anything?

we start to confuse convenience

     with joy.

…abundance with choice.

designing something requires


the first thing we ask is

  what do we want people to feel?





then we begin to craft around our intention

it takes time…………

there are a thousand no’s

     for every yes

:: we simplify ::

:: we perfect ::

:: we start over ::

until everything we touch

enhances each life it touches

only then do we sign our work ::….

Designed by Apple in California

How to Create a Mind

Both hardware and software are progressing exponentially.  If logical thinking were the essence of intelligence, then computers would already be superior to us.  The area where humans still have an edge is our emotional intelligence.  Emotion is not some sideshow or distraction to intelligence.  Being funny, being sexy, expressing love – those are the cutting edge of human intelligence.

   ~ “Can We Reverse-engineer the Brain”, interview with Ray Kurzweil, by Brian O’Keefe, Fortune Magazine, January 2013


Everyone is one

The replication and reintegration capabilities of transporter technology raise some intriguing possibilities.  For example, with a properly outfitted transporter, you could make clones of anyone that would be both physically and psychologically identical to the original… You could make clones of yourself that explore different parts of the galaxy.  At some point in the future, these clones could be reintegrated into one, so that “you” would have all their memories and experiences.  You could even integrate other people’s experiences into your mind… You could even look forward to a time when all the experiences of all the sentient creatures in the universe are merged into one vast super-mind.  In that case, the Hindu claim that “everyone is one” would then be a reality.

~ Star Trek and Philosophy, Eberl and Decker


We Are Already the Borg

Science fiction’s cyborg was a literal chimera of meat and machine. The world’s cyborg was an extended human nervous system: film, radio, broadcast television, and a shift in perspective so profound that I believe we’ve yet to understand it.  Watching television, we each became aspects of an electronic brain.  We became augmented.  In the Eighties, when Virtual Reality was the buzzword, we were presented with images of…television!  If the content is sufficiently engrossing, however, you don’t need wraparound deep-immersion goggles to shut out the world.  You grow your own. You are there.  Watching the content you most want to see, you see nothing else.

The physical union of human and machine, long dreaded and long anticipated, has been an accomplished fact for decades, though we tend not to see it.  We tend not to see it because we are it, and because we still employ Newtonian paradigms that tell us that “physical” has only to do with what we can see, or touch.  Which of course is not the case.  The electrons streaming into a child’s eye from the screen of the wooden television are as physical as anything else.  As physical as the neurons subsequently moving along that child’s optic nerves.  As physical as the structures and chemicals those neurons will encounter in the human brain.  We are implicit, here, all of us, in a vast physical construct of artificially linked nervous systems.  Invisible.  We cannot touch it.  We are it.  We are already the Borg, but we seem to need myth to bring us to that knowledge.

 ~ William Gibson, Distrust That Particular Flavor

Computer Programming

In the long run, each media revolution offers people an entirely new perspective through which to relate to their world.  Language led to shared learning, cumulative experience, and the possibility for progress.  The alphabet led to accountability, abstract thinking, monotheism, and contractual law.  The printing press and private reading led to a new experience of individuality, a personal relationship to God, the Protestant Reformation, human rights, and the Enlightenment.  With the advent of a new medium, the status quo not only comes under scrutiny; it is revised and rewritten by those who have gained new access to the tools of its creation.

  ~ Program or Be Programmed, Ten Commands for a Digital Age, Douglas Rushkoff 

Science Fiction

Science fiction is a remarkable device for looking at the human creature and into the human condition.  Indeed, as Ray Bradbury has often said, science fiction may be one of the last places in our society where the philosopher can roam just as freely as he chooses.

   ~ Star Trek & Philosophy: The Wrath of Kant



I remember the people I’ve heard complain about the very texture of digital images, filmless film:  how it lacks richness, depth.  I’ve heard the same thing said about CDs.  Someone once told me that it was Mark Twain who turned in the first typewritten manuscript, and this was generally thought to be a Bad Thing:  Work composed on a machine would naturally lack richness, depth.

But surely, says a very American part of me, things (if not people) can get better, and what the early stages of one technology take away can be restored in a later stage, or by a newer technology piggybacking on the first.

   ~ William Gibson, Filmess Festival, Distrust That Particular Flavor

Audiophiles & Audio Files

While the Danish company [Bang & Olufsen] pursued its own cult of design, others like Apple formulated a new aesthetic that took into account the graphical user interface and Moore’s law. As the iPod ad iTunes took off, conversation-piece home entertainment objects seemed less and less relevant. It turned out that the sound system of tomorrow wasn’t an elegant $5,000 device that gave you instant access to six CDs; it was a $400 gadget that allowed you to slip thousands of songs into your hip pocket. Audiophiles lost out to audio files.

   ~ Wired Magazine, Rob Walker, Can the Cult of Bang & Olufsen Last?


The Moment We Have Been Waiting For

…the more humans become involved in their [program’s] design, the more humanely inspired these tools will end up behaving.  We are developing technologies and networks that have the potential to reshape our economy, our ecology, and our society more profoundly and intentionally than ever before in our collective history.  As biologists now understand, our evolution as a species was not a product of random chance, but the forward momentum of matter and life seeking greater organization and awareness.  This is not a moment to relinquish our participation in that development, but to step up and bring our own sense of purpose to the table.  It is the moment we have been waiting for.

  ~ Program or Be Programmed by Douglas Rushkoff

Recent vs. Relevant

And the more we live this way, the more we value the digital’s definition of the now. Our search engines preface their more relevant results with a section of “live” links to whatever blog comment, social networking message, or tweet has most recently been posted containing the words in our queries. The only weighting that matters is how few seconds have transpired since it was blurted. This in turn encourages us to value the recent over the relevant.

  ~ Program or Be Programmed by David Rushkoff