Arthur C. Clarke said that any sufficiently advanced technology is indistinguishable from magic. The archetype of the magician starts from the same idea. It’s related to the magical and esoteric because it starts from introspection from which almost impossible and challenging ideas are born.

In fact, something that starts off as little more than a mystery ends up being an exceptional achievement. Something wonderful that helps and advances.

It’s often said that few companies apply the wizard archetype as much as Apple does. In fact, their new products tend to put forward the idea that they change reality. The idea being, that with each new model of cellphone, the consumer will be able to do what they’ve always dreamed of.