Marcel Winatschek

Openness 5

A research firm called Mindset Media published findings, picked up by FoxBusiness, showing that people with unusually open personalities are 60% more likely to own an Apple Mac. Not just open: also more liberal, less modest, and more confident in their own superiority than the general population. They named this personality cluster "Openness 5"—the type of person who actively seeks out new experiences and treats imagination and intellectual curiosity as non-negotiable parts of a life worth living.

Apple fans everywhere are reading that with quiet satisfaction. Hard to blame them. The flattering self-portrait was already hanging on the wall. The study just framed it.