"Apple products are great, I’m using a couple right now. But the spiritual intonations describing Jobs’s role in the production of these easy to use, trendy, flashy, and expensive devices is overstated for a purpose. The auteur visionary, who throws off tradition, rises from the ashes and returns, and kills a rigid bohemoth (Gates) are all narratives that help to sell products and stocks. These stories encase the casings of Macbook and iPads with a genius virus that users mistakenly think is contagious. I am going to go out on a limb here and say Apple products were not necessarily the best systems for the design and film production worlds, it was the narrative of Jobs as sympathetic master that made the creative industries believe that Final Cut Pro was necessary. Us filmmakers and designers wanted to be in on the magic. Eventually FCP and Quicktime became their own standards and we all were stuck using Apple products.Jobs is a hallucination with physical properties."