The post critiques the tech industry's tendency to reinvent existing ideas poorly, emphasizing the need for a balance between creativity and data-driven thinking.
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Callum Booth is a tech journalist interested in consumer tech and internet culture, writing a fun newsletter called The Rectangle.
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AI-generated videos may look better now, but they lack creativity and meaningful engagement, resembling the self-indulgence of sharing one's dreams.
Music recommendation algorithms have hindered genuine music discovery by prioritizing familiar sounds over diverse and unique musical experiences.
The post discusses the evolution of user interface design, particularly focusing on Apple's recent 'Liquid Glass' design language and its implications for usability. It contrasts the simplicity of traditional volume controls with ...
5.9The internet never forgets
2025-10-03 • internet memory digital media authory tnw
The article explores the paradox of the internet's memory, discussing how while some content is permanent, much can also disappear. The author reflects on the impending shutdown of The Next Web (TNW), where he worked, and the impl...
The article reflects on the shutdown of Pocket, a once-popular app for saving articles to read later, marking the end of an era in online writing. It discusses the evolution of internet blogging into journalism, the rise of new me...
Nostalgia for the simplicity of remote controls highlights the complexities of modern technology and the longing for more intuitive devices.
5.6We beat Liquid Glass
2025-11-07 • technology design apple critique
The post critiques Apple's new design language, Liquid Glass, which was intended to mimic glass but has proven to be impractical on devices like phones and laptops. While Apple has made some adjustments to improve usability, the a...
5.6All roads lead to bodyslop
2025-10-10 • technology entertainment film ai tilly norwood
The post discusses the backlash against Tilly Norwood, an AI-generated character created by Xicoia, due to talent agencies' interest in signing AI performers. The author argues that AI actors like Norwood are not good enough to re...
Callum Booth proposes a ban on phones in schools across the EU, inspired by similar measures in countries like South Korea and the Netherlands. He argues that while banning phones is a positive step, it must be accompanied by educ...
The post discusses the pervasive use of artificial intelligence (AI) tools and their impact on the job market, particularly entry-level positions. It argues that while AI offers convenience and cost-effectiveness, it poses a threa...
The article critiques the UK's Online Safety Act 2023, arguing that while the intention to protect children from harmful online content is commendable, the implementation is flawed. It highlights two main issues: the privacy risks...
5.6The Lightswitch Problem
2025-06-28 • technology innovation disruption ai
The post discusses 'The Lightswitch Problem,' a phenomenon where technology complicates simple, effective solutions. Using the example of an AI-controlled mattress that fails to improve upon traditional bedding, the author critiqu...
5.1iPhone Air: To what end?
2025-09-11 • technology innovation apple smartphone iphone
Apple announced the iPhone Air, a thin device at 5.6mm with a 6.5-inch display, aiming to revitalize interest in iPhones. However, the author questions its appeal, noting that thinner phones are no longer a priority for consumers....
Deleting social media apps can enhance mindfulness and reduce anxiety, allowing individuals to focus on what truly brings joy in life.
The author shares their personal journey of building a PC for the first time, emphasizing the importance of understanding one's needs and conducting thorough research before making decisions. They discuss the significance of choos...
4.5Your phone needs a sock
2025-11-14 • technology apple fashion iphone consumer behavior
The blog post critiques Apple's new product, the iPhone Pocket, which is neither an iPhone nor a pocket. The author discusses the absurdity of the product's design and pricing, highlighting the negative public reaction. The piece ...
The post discusses the joy and value of digital photo frames, particularly highlighting the Aura digital photo frame with a color e-ink display. The author reflects on the importance of displaying photos to enhance their perceived...
The blog post discusses Apple's shift from the Vision Pro headset to developing smart glasses, arguing that while smart glasses could revolutionize consumer tech by making life easier, society is not yet prepared for such technolo...
The author reflects on their evolving relationship with Black Friday, initially viewing it as a symbol of American excess and chaos but later embracing it as a useful shopping opportunity. They explore the origins of the term 'Bla...
The Rectangle is launching a premium subscription tier to support the newsletter while keeping the main content free. The author emphasizes the importance of community support and outlines potential benefits for premium members, i...
The author, Callum Booth, shares his journey of deciding to build his first PC, reflecting on his lifelong relationship with gaming and technology. He discusses the motivations behind this decision, including the need for a powerf...
The author reflects on their fluctuating relationship with gaming, particularly focusing on their recent rediscovery of real-time strategy (RTS) games. They recount their past experiences with gaming, including a LAN weekend with ...
Googling during conversations is a modern habit that can enhance discussions, especially for Millennials who grew up with both traditional and digital information sources.