We’ve all experienced it. It happens to everyone from time to time. Those fractions of a second when our cerebral networks become overloaded by fear. I’m
talking, of course, about dropping your iDevice. I mean it, too. Apple has succeeded like no other brand in fostering actual love for their products. Whether the end result be catastrophic screen
damage to your iPad or just a minor chip in the beautifully bezelled edge of your iPhone 5, it all hurts.
It’s the effort we put in. The simple quantifiable problem of humans investing time into something they love only to feel for the briefest moment that it might be all gone. Those cinematic John Woo
style milliseconds, ticking away as we reach down, hurling ourselves into harms way, trying to beat gravity and physics itself to catch our…