The Apple inversion implied trustworthy relationships of advocacy and reciprocity embedded in an alignment of commercial operations with consumers’ genuine interests. It held out the promise of a new digital market form that might transcend the collision: an early intimation of a third-modernity capitalism summoned by the self-determining aspirations of individuals and indigenous to the digital milieu. The opportunity for “my life, my way, at a price I can afford” was the human promise that quickly lodged at the very heart of the commercial digital project, from iPhones to one-click ordering to massive open online courses to on-demand services to hundreds of thousands of web-based enterprises, apps, and devices.

Shoshana Zuboff, The Age of Surveillance Cap…, loc. 143