Apple goes back to the future with new logo

In the absence of a new big thing, Apple has gone back to improving an old thing – its foundation Mac computer – at this year’s Worldwide Developers Conference with lots of new hardware and software for its range of desktops, laptops and notebooks. A full account of all the new goodies is here, including the move of increasingly ubiquitous concierge Siri into movie reviews and, it’s planned anyway, driving aids.

It’s also unveiled a new logo (not to figure everywhere of course) which harks back to pre-Apple pyschedelia, suggesting that under new boss Tim Cook and his top British-born designer (Sir) Jonathan Ive the mighty tech giant is going to be more about fun, reasonably enough as it’s also become the world’s biggest toy manufacturer for the digital generation.

What a long strange trip it’s been.

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