Today, I updated my operating system software (to 10.2.6) and I had to restart the computer. A few seconds later, up popped that fine gray Apple logo with the spinning clock beneath. My daughter looked up, pointed at the monitor, and said “app” and it was both a miraculous and scary moment. Miraculous because she can now associate real objects with their symbolic equivalents. Scary because early branding has just occurred and I realize that there are far worse companies out there seeking to influence her growing mind and emotional development.