From Ina: I'm off today for Yom Kippur, but still in your inbox thanks to the quiet awesomeness of my editor Scott Rosenberg.
1950s British Railways poster. Image: Getty Images
Evernote, the popular note-storage app that announced layoffs on Tuesday, was supposed to be a "100-year company." Its promise, often made by former longtime CEO Phil Libin, was to provide a permanent repository for your research and your memories.
The company turned 10 last summer and revamped its logo to celebrate. But now its users are wondering whether it will make it through another year.
Here are all the ways Evernote long signaled its intention to be a "forever company":
Evernote launched in 2008 and took off with the iPhone as one of the first great tools to leverage cloud storage. It developed some nifty text- and image-recognition tools and seemed on its way to becoming a major platform for personal data.
Evernote never went public, which could be one reason it's hurting now.
Layoffs aren't always the sign of a "death spiral." They can make firms more efficient.
But one thing layoffs remind customers is that companies are mortal, too. That's got to hurt if your business depends on users trusting you'll be around to take care of their memories.
My thought bubble: I've got 7,998 notes stored in Evernote, collected over a decade. Tuesday night, I exported a plain-text backup. Just in case.
Amazon’s ad business will bring in $4.61 billion this year, according to a new eMarketer study. That's up a whopping 60% from the projection of $2.89 billion in March — and puts Amazon ahead of Microsoft in its share of the U.S. digital ad market, Axios' Sara Fischer reports.
Why it matters: While it's still a distant third behind Google and Facebook, Amazon's share is growing so fast that some analysts argue it could one day catch up with those leaders.
The bigger picture: The news comes just weeks after Amazon surpassed $1 trillion in market value. Some analysts predict Amazon's ad business is growing so fast that it will overtake its lucrative cloud business, Amazon Web Services, in just 2 years.
Strong growth in product search and insight into consumer purchase behavior are what eMarketer’s senior director of forecasting Monica Peart cites as fueling Amazon's recent ad growth.
Go deeper: Read Sara's full story.
Photo: Rovio/Resolution Games
Rovio is bringing its flagship disgruntled avians to Magic Leap in an augmented reality game called Angry Birds FPS: First Person Slingshot.
The details: The game, a joint effort of Angry Birds creator Rovio and VR/AR specialist firm Resolution Games, places structures and the accompanying pigs onto a real-world surface, such as a table.
Why it matters: For Magic Leap, the move brings a familiar and well-known title to its platform, offering something that those new to the device can pick up and immediately enjoy. It's mostly an experiment for Rovio, but could help the company move further into VR and AR.
The experience: I got a chance to try out Angry Birds FPS during what was also my first time trying Magic Leap. Unlike other headsets, I couldn't just cram my glasses in.
What they're saying: Resolution Games CEO Tommy Palm tells Axios that using the Magic Leap is like a glimpse into the future, albeit a bulky, imperfect one.
"I am a very strong believer in this technology. I think it will replace 2D screens eventually, completely. It’s amazing to have the first version of it here even though I wouldn't walk around with it in public just yet."
Fun fact: The game has been in development since January, since the companies have only had their hands on Magic Leap's developer unit for a couple of months.
Illustration: Rebecca Zisser/Axios
Elon Musk is a billionaire who's started two of the most famous companies on Earth. He's also single-handedly created a blowback storm that has led to endless bad publicity and circling stock market sharks, writes Axios' Ben Geman in our Generate newsletter (sign up here).
The big picture: Musk faces legal problems on several fronts and is bleeding key talent at Tesla, with newer players eyeing the electric vehicle market and established automakers like Audi expanding their offerings.
The state of Elon:
The other side: You don't have to be a fanboy to think that Tesla remains in a fundamentally good spot despite the mishaps.
Your Fortnite addiction could be hazardous to your marriage. In the U.K., more than 200 divorces are being blamed at least in part on the popular game.