Down the Memory Hole

During the Apple Fourth Quarter Results Conference Call, Steve Jobs made a rather curious redirection:

Audience question: Any updates on your stance on Flash?

Jobs: Flash memory? We love flash memory.

The gentleman that asked that question was obviously referring to Adobe Flash, which Steve Jobs infamously discredited in an open letter last spring. At a surface level, his cheeky retort seemed harmless enough. But it seems like it may not have been a joke. Check out the promo pages for the new MacBook Air. It’s covered with copy and images that, well, look like this:

Like the Ministry of Truth, it appears that Apple is deliberately attempting to usurp the meaning of the word Flash in the computing industry and redefine it. They’re tired of the word standing for an inefficient browser plugin. They’ve begun leaving Flash out of stock Mac OS X installs. They’re dodging its implied meaning in calls and pushing what they want it to refer to. Fast, efficient storage.

Down the memory hole, indeed.

148 Notes/ Hide

  1. fwtistika reblogged this from jeffrock
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  8. mrbitch reblogged this from jeffrock and added:
    “We love flash memory..” —...Jobs, replying to...question on...
  9. idonothaveablog reblogged this from jeffrock and added:
    Sort of. He says “Like...it.” which isn’t totally accurate. The thing is, “flash”, in a...
  10. labcreature reblogged this from jeffrock
  11. bbatwork reblogged this from rafer
  12. whitneymcn reblogged this from rafer and added:
    I started thinking about a related phenomenon the other night. My main takeaway at this point is that right now Apple...
  13. rafer reblogged this from jeffrock and added:
    Rafer sez: Jobs is doing some sketchy stuff, vis-a-vis redefining “open,” et al. However, Flash is the longstanding...
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  15. reellyrollin reblogged this from jeffrock and added:
    “Any updates on your stance on Flash?” “Flash memory? We love flash memory.”
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