The war of characters, or what will replace the apple

The imagination that creates analogies or correspondences and conveys them in a manner is the formula of symbolism.
Rene Gil. Studies on French books

We all read about how one American company, literally founded in the garage, was able to gain unprecedented fame thanks to the outstanding ability of his leader to foresee the future and the model of work with the consumers he proclaimed: the person himself does not know what he needs while you need him you will not show.

Quotes have long been sorted out and interviews by Steve Jobs, and his presentation, and even his manner of dressing - recall the head of Xiaomi, whom the press nicknamed “Chinese Jobs,” not least because of the set of jeans and a black T-shirt. The admiration of the founder of Apple, which after his death naturally took the form of a cult, sometimes makes it difficult to consider the stages of formation of a giant corporation and to analyze in detail the history of Apple into the components of success.

However, such an analysis is the subject of lengthy research, in the same material it is proposed to pay attention to only one detail that seems to be familiar to any person on the planet, regardless of Apple's adoration or hatred.

The Apple logo is an apple.

Let's turn to the history. An apple is a symbol that has appeared in the history of mankind on different continents and at different times. It all started with the apple that Eve fed her husband. Then the apple with the inscription "The Most Beautiful" caused the Trojan War. There was another apple that fell on Newton’s head (this moment, by the way, formed the basis of the very first Apple logo), and right up to the Einstein theories of relativity, the world obeyed the laws discovered with the help of fruit.

Evil queens poisoned Snow White and the Sleeping Princesses with apples, whole generations prolonged their lives with rejuvenating apples, parents still feed applesauce to their children, and indeed, eating apples ourselves is very useful, especially if the body lacks iron. New York - Big Apple, the recording studio of the Liverpool four - Apple Records, cigarettes invented by Tarantino as opposed to the product placement trend - Red Apple.

Yes, Steve Jobs at one time flawlessly accurately chose the symbol and name of his company. But that is precisely why the apple today is already out of date. And if the reincarnation of Steve Jobs (the great man was a Buddhist) were born, she - or he - would have treated the apple as a waste material. All the juice from it is squeezed out, the peak of maturity of the apple brand has passed, but all changes begin from the inside, and they are not yet visible under the beautiful skin.

Is it possible to find a replacement for such a juicy symbol, as old as the trendy one?
You can - ancient Egyptian murals, masons and Tolkien tell us.

Why not the eye?

Eyes lead us along the path of life, helping to know the surrounding reality and becoming a mirror of our soul. Half of us love with our eyes. We fully rely on the fidelity of the images that the eye presents to us, and what kind of battle erupts, if suddenly other people begin to see not the same thing as us. Admit it, they proved to you with a hoarse voice that the dress is blue-black / white-gold?
Jokes about the eye in abundance. For example, they say that Kutuzov did not have an eye. Not true - he had an eye.

The eye has already been adopted by LG, Nvidia and CBS, in a schematic form it is "readable" in the logos of Intel and Samsung, and in the form of a radiant Masonic lodge delta winks at us from the most famous banknote in the world - the US dollar.

Who knows, perhaps the reincarnation of Steve Jobs today would call Eye. EyePhone - what a sleek mix of innovation with continuity.