Step 2 is the hard part.

Matt Ginzton writes here.

Step 2 Is the Hard Part, Indeed

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MG Siegler, Apple’s Magic Is In The Turn, Not The Prestige:

So while some may find Apple’s trick old hat now, no one else has figured out how to pull it off — except for the company doing a mediocre copy of the trick. I’d argue it’s because everyone is focusing on The Pledge and The Prestige, but Apple is the only one focusing on The Turn.

Also, I’ve been meaning to see that movie.