"1,000 casinos in your pocket."

"1,000 casinos in your pocket."

In 2001, Apple introduced the first iPod with the iconic slogan:
"1,000 songs in your pocket."

It felt like a library.
All the music we loved, organized, and instantly accessible.

Then came the expansion.

Songs, apps, email, games, videos, and more.
All rolled up into one device.
All in one place.

But along the way, something changed.
Not all at once. Slowly. Drip by drip. A thousand small decisions.

As our pockets filled with "everything", the battle for attention intensified.
Today, the winners look less like libraries and more like slot machines.

- sounds
- colors
- lights
- images

So far, they didn't put the world in our pockets.
We put our attention in theirs.