This morning, my words were everywhere, chopped up and twisted by sensational opportunists to fuel the tired “Apple is doomed!” narrative with my name on them. (Or Tumblr’s name, which was even worse.) Business Insider started the party, as usual, but it spread like wildfire from there. Huffington Post. Wall Street Journal. CNN. Heise. Even a televised CNBC discussion segment.

All of them using my name, and a few of my words, to create drama, fan the flames, and get some views.

(Just for future reference, Apple isn’t doomed.)

If you require a short url to link to this article, please use http://ignco.de/660

But wait, there's more!

Want to read more like this? Buy my book's second edition! Designed for Use: Create Usable Interfaces for Applications and the Web is now available DRM-free directly from The Pragmatic Programmers. Or you can get it on Amazon, where it's also available in Chinese and Japanese.

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written by
Lukas Mathis

Hi. My name is Lukas Mathis. I studied Computer Science/Software Engineering and Ergonomics/Usability at ETH Zürich. I work as a software engineer and user interface designer for a swiss software company creating process management software. I've written a book about usability. It's been translated to Chinese and Japanese. My first computer was a Performa 450, my first programming language was HyperTalk, my first electric guitar was a cheap Peavey, my first videogame was a VCS 2600 and my current snowboard is from Lib Tech. I live in a small cottage in a remote part of the Swiss Alps, and you can reach me at or on twitter.

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Apple isn't Doomed