It IS what you do with it.

A new Nokia spot for India says It’s not technology, it’s what you do with it. Yep, I agree. Although I could do without the voiceover. (Nokia, see Nike for how to do the quick cut sound effects thing. BOOM!) I just wonder if Nokia is the one to be telling me that. Doesn’t every phone out now seem to frame its strategy in the context of being an Apple killer? To do that, one of the things anyone needs to do is address the way Apple advertising makes tech and your life this intuitive, almost second nature experience. And if Apple is inside your head already that way, you’ve lost.