INTRODUCTION
WHAT DOES IT MEAN TO BE BRAVE TOGETHER?
Be brave. Things will find their shape.
—ERIN BOW
Standing on the grass in front of the glassy campus, which looks like a spaceship freshly landed on Earth, Tim Cook smiles. “We’re excited to introduce the next generation of AirPods Pro, our most advanced AirPods yet.”1
Music starts pumping and the camera zooms in, showing the silhouette of a man dancing, and then Tim says, “To tell you more about AirPods Pro, here’s Mary-Ann . . .”
Wait, did he just hand over the virtual stage? And who’s Mary-Ann? Where’s the rock star magician, waving at the starstruck crowd, promising the next best thing? Not this time. Now it was about the most innovative teams presenting the best new products and sharing ...
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