Outside the bubble of self-praise where Apple product launches take place, much of what its executives say sounds absurd. Angela Ahrendts’s declaration last week that its stores are now called "town squares" barely stood out. It wasn’t even completely new. Ahrendts, the former Burberry boss, who is the technology company’s retail chief, unveiled the stores’ re-design last year. She laid claim then to the language of city planning. The new shops have "avenues" (of Apple products, naturally) and "forums", for talks about photography or coding (on Apple products). The largest link to "plazas", where concerts and events can take place, and feature tree-planted "genius groves", where service technicians roam free. But Ahrendts’s latest lexical takeover is more than just branding nonsense. It betrays Apple’s — and indeed Silicon Valley’s — sometimes patronising attitude to the world outside its bubble, and it is as arrogant as it is presumptuous. I am not calling for a sterile separation ...

BL Premium

This article is reserved for our subscribers.

A subscription helps you enjoy the best of our business content every day along with benefits such as exclusive Financial Times articles, ProfileData financial data, and digital access to the Sunday Times and Times Select.

Already subscribed? Simply sign in below.

Questions or problems? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now