The reason I think many people write about Apple is because Apple is different than other brands. Apple is not merely a technology company — I believe it consciously is marketing an entire ideological way of being, accessible through its wonderfully designed but technologically commodified communications products (Steve Jobs famously said Apple is a communications company above all else). Many thought this but it was abstract, mostly philosophical rumination. But that changed yesterday, when Ahrendts formally announced that it viewed its physical retail footprint as something more than simple sales points, but community gathering spaces. This shows the degree to which Apple understands what business it’s actually in.