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  • The Atlantic

    The Empire of Apple

    The company’s new iPhone and retail “town centers” presage a future of Apple as global infrastructure—one that may already have arrived.
    by Ian Bogost Sep 12, 2017 4 minutes
    Source: Marcio Jose Sanchez / AP

    For two decades now, Apple has been fighting a battle between attention and disregard. In 1997, when Steve Jobs returned as interim CEO, the company was a struggling maker of personal computers with limited market share. Then came the iMac, a Mac computer people finally wanted to own again. Then the iPod, which transformed the company into a maker of high-design personal electronics and accessories. Then, of course, the iPhone, which made Apple the most valuable company in the world—and changed forever the way people live, work, and play.

    Apple’s latest plans, announced on Tuesday at its Cupertino headquarters in a new theater bearing Jobs’s

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