It almost feels like this is not an actual company or product, but a convincing retro design created by a designer today. I know Apricot was real, but something about it feels like it’s winking ironically, in a “what if this had taken off” kind of way. Imagine the pixel art Apricot on the back of a 2006 smartphone in that alternate universe. (Steve Jobs never went back to Apple and instead Apricot teamed up with ARM and Psion to create the Jesus Phone, turning Britain into the new Silicon Valley…)