*The cafe is quieter this week, customers sipping slowly on their coffee. Something about the cafe feels comforting… but not yet cozy. The hot air in the afternoons and the crispness indicate that the seasons are changing- no longer quite summer, but not yet autumn, either. Just the quiet in-between.

Dashboard stands on a step-stool to filter out the seasonal flavors from summer infusions to pumpkin-spice cappuccinos. The step-stool wobbles underneath Dashboard’s weight as the barista shifts to look at you.*

Welcome to Bandwidth and Brew: where we serve up your weekly scroll fuel, no matter how you take your brew!

*Dashboard notices your eager gaze fixate on an apple cider iced coffee, and frowns.*

Sorry, fall menu items don’t launch until September 1st. Just trying to get ahead of the game. 

How do you feel about the upcoming change of seasons?

*Unsure, you reflect on how the change of seasons affect you. Either you are elated at the idea of sweater weather or you are dreading the impending doom of winter. Maybe a mix of both?*

I see…

You know, not everyone is a fan of change.

*Dashboard explains while stepping down the ladder.*

On August 19, the beloved family restaurant, Cracker Barrel, announced a rebrand for their company.

According to an article by TODAY, the company released the fifth version of the Cracker Barrel logo alongside descriptions of a remodel of their restaurants. The logo was the first in 48 years that did not include a picture of a man leaning on a barrel.

Let’s just say fans of the restaurant were not happy.

The restaurant chain’s shares plunged 12%, losing $94 million in revenue. This, along with the internet backlash, proved that this rebrand was a bad idea for the company.

A response to the backlash from the company came on August 25. The letter addressed the uproar, the company accepted the feedback graciously, and they retracted certain movements of the rebrand – including keeping the man leaning on the barrel.

It’s a good thing too. Can you imagine if I were to get rid of the “Brew” in “Bandwidth and Brew”?

The result would be downright preposterous.

How about it? Want a taste of this opinionated drink?

*Though you find the story of Cracker Barrel humorous, you decide you aren’t in the mood for that strong of drink today. You decline, and Dashboard gives you an understanding nod.*

Change isn’t always as jarring as a rebrand of a popular restaurant. Sometimes, changes come gradually. Like the leaves on trees turning from green to crisply bright fall colors. 

Or the new features that have slowly evolved the Apple iPhone.

Want a more subtle taste of change, then?

*Apple news is always interesting, whether you are or aren’t an Apple consumer. You nod and  lean forward on the counter to wait for Dashboard to fix your drink.*

In a few weeks, on September 9 to be exact, Apple is holding an event where they will announce the new iPhone 17, Apple watches, and potential other devices.

The iPhone 17 is reportedly supposed to have a sleek new look that will generate the interest of consumers.

*Dashboard pulls out a crystal teacup with a matching plate, and begins to fill it with boiling water.*

However, the stakes are high as people look to Apple who has been falling behind other companies like Google and OpenAi in terms of Ai. In fact, Wall Street will be watching the company closely during the event to determine if Apple is still an innovator in the age of Ai.

Apple’s design for their iPhone hasn’t changed a lot over the years, and, besides their lack of innovation recently, they still seem to be the most popular brand of mobile phone. According to Spocket, the iPhone still dominates in the mobile phone market.

So, do you prefer the comforting familiarity of the iPhone today?

Or do you hope to see Apple make a mind-blowing change?

Or are you somewhere between? 

*Dashboard slides a honey chamomile tea in your direction, a comforting drink any time of the year.*

Here you go: I know you like your telecommunications news piping hot!