On the proper care and handling of angry workplace mobs. In 1984, Apple released one of the most famous commercials in American history, declared itself the mother ship for “thinking different,” and set the creative standard for corporate branding:

In a brief, sixty-second scene, a small army of robotic-looking workers in drab grey uniforms march to a theater. There, they watch the projected visage of a scary old Orwellian strongman espouse the virtues of “oneness” until their fascist pride parade is interrupted by a beautiful blonde heroine wielding a sledgehammer. She swings it once, twice, and hurls it at the screen, shattering the very concept of groupthink — but really IBM. Macintosh, the underdog in personal computing, stood for being different. But last week the house that Jobs built set a new creative standard when, just days after Business Insider reported he’d been hired to Apple’s ads team, the company fired Antonio García Martinez for the crime of having produced, five years ago, the critically-acclaimed, bestselling book Chaos Monkeys. The news of his hire allegedly sparked an internal debate at the company (aka an extremely committed minority of politically-radicalized tech employees were once again consumed by performative outrage), where Antonio’s writing was retroactively characterized as deeply sexist. Apple tried to make the controversy vanish by ousting the newly-determined “bad tech man.” The controversy did not vanish.