I think Apple keynotes have turned cringe. I watch them because I used to, not because I enjoy them. Since they’ve become a pre-recorded high production value affair, I endure them. I don’t like the aesthetic of them, I don’t like how the presenters speak, I don’t like the world they try to sell me. It feels distant, dreamed up by a San Francisco engineer on a 500k salary spending their weekends tripping over their eighteen local agents.

With all that has happened in the United States in recent years, it’s out of touch. The industry as a whole doesn’t even pretend anymore to be making the world a better place, it’s just high on technical prowess. For a company that purportedly positions itself at the intersection of humanity and technology, it’s a polished, hollow, repetitive spectacle.