Jobs, on the $aapl earnings call, tried to transform “open/closed” into “fragmented/integrated” in a long rant, and did a fair job of reframing the iOS/Android debate favorably.

The new MacBook Air commercial might be an even more powerful demonstration of the technique, however.

The Air uses “flash storage,” later “flash technology,” and “flash for storage.”  I think Jobs even referred to it offhand as being built on “flash.”

It stuck out to me because I felt this innate dissonance to the way they were using the word “flash”.  It felt deliberately naked, and deliberately emphasized, and there was absolutely no acknowledgement that Adobe had a product with a similar name.

Later that day the news that hit that new Macs don’t ship with Adobe’s plugin (what’s it called again?) pre-installed for the first time I can remember.

I can’t help but think Apple is making a subtle but powerful move to not just remove the Flash plugin from their computers (and, if successful, the whole of the internet), but from our minds as well.  Masterful, if it works.