You talk like a nerd.

Cool is a vibe, not tech specs and little things. It's a whole aura.

Apple is not cool.

Agree. There are probably more than a million tiny contextual data points that make a person look at something (whether it’s a tech product or a musician) and go: “cool, man.”

But those millions of data points can (rarely, briefly,) coalesce around a product or company, even though that’s mostly out of the control of those building the product or company.

EG if you asked someone in 1965 if a Jaguar E-Type was cool, or someone in 2000s London whether the Fruityloops DAW was cool, they’d say “yeah”.

I’m mostly agreeing, and it’s a super minor point, but tech specs are part of the unknowable, constantly-shifting constellation of symbols that produce “cool”, and there isn’t a reason an Apple product couldn’t, in the future, align the stars. They did before! The white iPod earbud wire did, briefly, signify cool.

> Apple is not cool.

Says who, exactly? It is very cool for most.

Doesn't make those achievements any less cool to me