iOStalgia

The emotional attachment we have to our tech — We have been lucky enough to live through a period of constant change and innovation. Whilst the pace might have slowed of late and a backlash is growing to some of it, 20 years ago cars still ran on dinosaurs, the internet was 2000 times slower, you had to wait a week to see your holiday snaps and your kids pocket calculator did more than your phone ever could. Most people might think technology is just another tool to make life easier (which it should be) but will sit and reminisce if they find their old phone at the bottom of a drawer.

One company at the forefront of this era has always been Apple. Keen to retain customers as much as anyone, they create ever more inventive ways for your products to work together which both makes your life easier than their share prices higher. I stick with (or always come back to) Apple for many reasons as I bet do many of you reading this. The binding ecosystem that gets better the more products you add to it. The decade-long reliability of computers. The sheer quality of available software or the depth of accessibility: all possible reasons for never wanting to jump ship. Another, perhaps unrealised one is the emotional attachment we have to the things we buy.