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人は、コンテンツを作るよりも、より多く消費するだろうと見抜いていた。結果、iPad、iPhone、iPodは消費に向けて最適化される。観客は映画がもたらすファンタジーに身を委ねたがる。同じように、どんなに自由や選択を叫ぼうと、人は誰かに管理され、自分の代わりに選択・決定をしてもらいたがっているということをジョブズは理解していた。ジョブズが下した選択・決定を人々は愛した。
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