Matthew Battles: It doesn’t take Cupertino to make textbooks interactive
Absent the glamour of the black mock turtleneck, Apple’s Thursday event, held at the Guggenheim Museum in New York, still came bearing flowers of rhetoric, lovingly transplanted from their native soil in Cupertino’s sunny clime. One such rhetorical staple, the feature checklist, made its appearance about nine minutes in. Usually, the checklist is used to contrast Apple’s latest magical object with the feature set of lesser smartphones or other misbegotten tech tchotchkes; it was more than a little eye-popping to see the same rhetoric of invidious comparison used against the book in full — that gadget which, as senior VP Phil Schiller reminded us, was invented (in its print incarnation) back at the end of the Hundred Years’ War.
