Later this year I’m expecting to present a paper at the McLuhan 100 Conference in Toronto. The topic of my paper is on the increasing invisibility of technology despite the increased proliferation of ‘digital rhetoric’ and ‘digital culture.’ 

This ad from Apple proves my point even further … the one I’ve been making for a few months now that Apple’s market share didn’t increase because they make better stuff but because they have a command of invisibility and have built their stuff to be invisible.