“No one can resist a well-told story.” The phrase is not mine; I heard it light years from Benjamín Ortiz, when we shared working meetings in a well-remembered medium. And that’s what I have left. And I repeat it whenever possible, especially in this day and age when GPT Chat, Meta, and more recently Apple Vision make many believe that they no longer need someone to tell them a good story, but that they can take it on themselves, such as or as I would like them to be, in the overview of the self-service version of the information.

“Those who adapt to change survive.” This second phrase is clearly not mine either: it is from the English scholar Charles Darwin, who, if he had lived in the current times of memes, would have been the subject of the greatest ridicule when he discovered the results of his studies amidst the fauna of our islands. Galapagos. A phrase that I also have in mind and in which I absolutely believe. And I repeat the same way whenever possible, which is increasingly common in virtual reality.

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Frequent because right now the world is witnessing the most important shift since the industrial era, and it is being taken over by the coldness and even apathy left in many by the pandemic that does not stop.

Social networks, to the disappointment of many, are no longer the last frontier. Mark Zuckerberg, the boy who became a megamillionaire by creating products that approach and above all satisfy vanities; pushed the limit much further, with pole vaulting, introducing his acclaimed Meta, the realm of the metaverse, the avatar, where all desires take virtual form and make you supposedly self-sufficient.

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But, it seems, instead of a pole vault, it was a skydive, certain that it would make it to land. A field that is still strongly driven by Apple, a company that “had no future” after the death of its creator Steve Jobs and that has just turned expectations towards its announced mega-glasses for 2024: Apple Vision.

It’s a digital war that’s already going on… We’re all unwitting protagonists… We’ll only survive if we adapt…

Differences and similarities? In simple language, Zuckerberg proposed a world that escaped reality to those isolated by the coronavirus. It sounded good, except for the fact that it implies a definitive transition to a virtual ecosystem, which society still seems unwilling to accept, despite epidemics like those in South Korea, where 15-year-old boys live isolated from the world in their bedrooms and their parents they seek therapeutic help to take them out to sunbathe.

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Post-Jobs Apple has slowed down. He learned from Meta’s mistakes: he turned the message of escapism around to talk about the encounter between the physical world and the virtual world, with a less distant border and proposing an enrichment of reality rather than digital isolation. A hybrid option that does not invent, like its rival, a virtual space for people to do their work, but provides tools so that the portfolio of solutions they already have on their smartphones, tablets or laptops can now be literally in front of their eyes.

The digital war is already here, of which we are all unconscious protagonists. Which we will only survive if we adapt to the changes. (OR)