Why does a revolutionary gene-editing technology sound like a candy bar?
Every feature of the “Jump In” ad benefits the company—even the act of pulling it from the airwaves.
Instead, it shows how individual and unique things really are.
The metal thimble has a very particular Depression-era provenance.
An edible drone doesn’t need to feed the starving to do its job.
It’s often just a fancy name for a computer program.
The smartphone’s ubiquity has made it boring and oppressive. A new, retro handset opens the door to a different future.
Technology has its own purposes.
Cheap or expensive, mechanical timepieces remind human wearers of their own humility.
The company’s new “spaceship” headquarters shows how its beauty has always been skin deep.
The social-media campaign highlights labor issues, but only through the lens of identity.
His “cool dad” presidency blinded him to technology’s dangers.
Facing an uncertain future, the company keeps trying to mine its storied past.
The president-elect’s history in Hollywood might offer a clue.
The technology industry has resisted him, but a Trump presidency is compatible with its business goals.
When the Internet of Things begins to track electrical usage, houses could become more measured—and scrutinized—than ever.
Sorting the good from the bad, the creepy from the adorable
Apple’s rumored takeover of McLaren is a symbolic final breath in the life of automotive desire.
For wealthy geeks like Palmer Luckey who seek vengeance against the institutions they perceive to exclude them, “The Donald” is an obvious ally.
The company’s controversial design choices make it hard to imagine the alternatives they preclude.