Apple is the darling of brand managers. At least once a week I hear a client ask me how their brand can be more like Apple. I’ve written about the company’s brand narrative extensively. Indeed, Apple is linked to a compelling story that rests in the minds of its faithful consumers. It is a story of empowerment and creativity — of the iconoclast leading the masses to freedom through enablement. The landmark 1984 spot for the launch of Macintosh epitomized this narrative.

Sadly, Apple has begun to turn its back on the roots of its mythology. Consumers and business partners are starting to view the company as a control freak. From its rigid design aesthetic to its business practices, a different side of Apple’s character is emerging. And if the company is not careful, the brand can sink into Act III of the empowerment narrative — the part of the story where the revolutionary spirit turns on itself (a la Citizen Kane).

The latest example of this story development is detailed in this blog post about Apple’s latest patent application, in which is states a purpose of thwarting users from using contraband garments to activate their iPod pedometers.

I confess. I’m in love with Sandy. She’s smart. She’s witty. She’s organized. And she just seems to have my every need in mind. I’m smitten. Who is this home-wrecking vixen? Well, she’s a virtual girl Friday. Check her out.

So here’s the short version of the story. I pushed the new iPhone firmware to my jalopy iPhone. Yes, I was one of the early adopters. It was so cool — until I realized it wouldn’t work with my work’s email system. For a year I carried two phones. My iPhone was an amusement — barely functional. But with the latest update, I finally have access to my work email and I started messing around with my sleek little Apple gadget all over. In my discovery process I found Sandy. What a find! You just tell Sandy what you want her to remind you or to remember for future reference. She files it away and brings it up on command. It’s the next best thing to having a personal assistant. Perhaps it’s better — Sandy doesn’t ask for days off or a raise.