I guess it may seem that way, but love is much more than that. People get emotionally attached to lots of things but it doesn't mean they love them, semantics aside. I despise when people describe their purchases as "I bought 'x', and I love it." Either they are tremendously shallow, if they can reduce love to something they can cast on an inert object, or else they're misusing the term. As much as I think humanity and culture has really decomposed these last few decades, I'd still like to consider the possibility that people just misuse the term "love".
The attachment that I mention is much more childlike, almost innocent. People cling to tech, specifically iDevices and other stuff that came out of Apple, like a two year-old kid hangs on to a security blanket or their favorite toy. It goes everywhere with them and its part of their life, whatever the context. A kid doesn't really need their blanket or dinosaur plush toy when they go with Mom and Dad to the Village Inn, the cineplex, or the grocery store, but the damn dinosaur is with them every step of the way. We don't need the Mac or the iPhone every-freaking-where, but its always there because we have an emotional attachment to it. It helps that there is a unity of form, an overriding design ideal that gives us continuity even when we upgrade. We simply can't get that with any other manufacturer in the tech world. Maybe Bang and Olufsen, but audio is a one trick pony compared to computers and phones, and indeed, hifi audio is getting subsumed by modeling amps and wireless speakers, once again demonstrating how much we want our computers and phones with us always.
I've read pretty much everything out there on Steve, from Steven Levy's brilliant and engaging work through all the magazine articles and up to the latest bios. All of it was great. So are all the videos we have available, plus the first-hand stuff from his co-workers. Yet there is nothing as visceral as seeing a great actor reading a great script and directed by a very solid hand, all bringing a fresh perspective on a subject that matters greatly to the audience. I'm not saying this is that film. We may be decades away from that film. I personally responded on an emotional level to this new trailer, and if this film helps me recapture what it was like to be there in 1997, I'm going to enjoy it.
