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Artists are losing the choice to use film. People have a love for it - the grain, how it feels, the texture.
In mobile, people really love having single-use case experiences. They want low friction to getting to the application's use case.
With all the things like Tinder and these different online sites that people use, 'Love Island' actually goes back to the traditional side of dating.
In the Mac vs. PC ads, Apple bills itself as the antidote to Microsoft. To love Apple wasn't to sell out. It was to buy in. Most people use PCs, but Apple has the mindshare.