Steve Jobs Says Meme Generator

Your phone announces a new feature that has existed in every other phone for six years. The room applauds. You, who did not clap for the last six years, are expected to clap now.

You pay a great deal for a white rectangle, then spend another forty pounds on a cable that is not the cable you already own. It is, by every account, the future. It also fits in a drawer.

The shop assistant says the battery cannot be replaced, only "refreshed" for a fee. You nod. Somewhere in the building a man in a black polo neck is applauded for it.

A colleague holds a launch day phone up to the light like a holy relic. It is the same phone as last year, but thinner, and with one fewer socket. Nobody mentions the socket.

Why it caught on: the picture shows Steve Jobs, the co-founder of Apple, smiling in round glasses and a black polo neck, set against a black and white burst. It is a standard advice-animal style template, where the caption sets up a statement and the second line delivers a twist. After his death in October 2011, people used it for quick jokes about Apple, cancer and work, and the pun on his surname ("they took our jobs") became the favourite.

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