From The Secret Diary of Steve Jobs, an excerpt from “An open letter to the people of the world.”
The truth is, all over the world, across every culture, there exists a sense of yearning. A kind of malaise. An emptiness. At the risk of sounding like Dr. Seuss: There is a hole in your soul. That is what we’re addressing at Apple. That is the hole we aim to fill. Sadly, as you may have begun to suspect, that hole can never really be filled. The truth is that modernity, the condition of living in our modern world, has inflicted terrible wounds on your inner self. These wounds can never be healed. They can only be treated. At best we provide palliative care. Not a cure. Because, my dear fellow human beings, there is no cure for what ails you. The products we create provide only temporary relief. Their magic eventually wears off. The sense of childlike wonder they impart will, over time, begin to fade. And then you need a new product. Think back to July 29, 2007. Do you remember the rapture? The wonder of iPhone? The magic? Now that is gone, but here we come with another shot of digital Dilaudid. Sleep well, my friends. Sleep deeply and rest, cradled in the arms of my electronic medicine.