The night of the event at Puerta del Sol had a special light, that kind of glow that appears when a place you know by heart transforms before your eyes. From the guest area—a privilege granted to me after two decades analysing the Apple world—the square seemed to exist in a parallel dimension. The façades shimmered with reflections travelling from building to building, the murmur of the crowd became a steady heartbeat, and the stage felt more like an art installation than a temporary setup. The first note from Diego del Morao cut through the atmosphere like a warm gust. At that moment, the city seemed to pause, and we all breathed together, as if someone had turned down the volume of the world.

Then came Israel Fernández, Amaia and Dellafuente. Each added a different colour to the night, as though emotions were organised in layers. Israel brought a depth almost mystical, beyond explanation; Amaia, a luminous fragility that carries simple truths; and Dellafuente, a physical energy that seemed to vibrate through the ground. From my vantage point, I saw how people were not just listening—they surrendered to every detail. Sol, accustomed to countless celebrations, seemed to give itself over to a moment that was both intimate and collective. This was not intended as a celebration of technology; it was a concert, yes, but also an opportunity to reflect on who we are, to acknowledge our identity, and to look ahead.

While all this was happening, I noticed what was unfolding on stage without demanding attention. Over thirty iPhone 17 Pro devices were recording with pinpoint accuracy, and cameras designed for Vision Pro were capturing the space in spatial video. The technicians moved with a coordination so fluid it seemed choreographed. Everything was present but did not occupy emotional space. There was no need to think about the technology; it simply allowed everything to function naturally. And at a celebration as symbolic as Apple’s 40th anniversary in Spain, I realised that this way of integrating innovation stems from a very clear intention.

 

What We Learn When Technology Disappears from the Spotlight

The event conveyed a simple but powerful idea about innovation: the importance of letting the experience flow uninterrupted. Apple had deployed an impressive technical level, yet nothing demanded the spotlight. No element sought to impose itself, and precisely for that reason, attention remained centred on the music and those creating it. Everything was optimised so that the human element took the main stage.

This approach to technology speaks of maturity. It means designing tools that accompany without constraining, adding value without distracting, and improving a process without adding burden. Many sectors, banking included, sometimes interpret digitalisation as adding more options and visible elements. Experience shows that the best advances arise when unnecessary layers are removed and more direct, clearer, and more human pathways are built.

In Sol, technology acted as a silent support, enabling everything to flow. I believe there is a lesson here for our daily work: when a solution is integrated with elegance, the user experience becomes lighter and more intuitive. This is the kind of design that makes a tool almost invisible because it adapts to the natural rhythm of what a person needs to do. That is the intelligence we should seek in every project.

 

In Banking, Our Product is Trust

Watching the audience’s emotions unfold seamlessly, I thought about the relationship between a bank and its clients. In technology, we talk about performance, architecture, or features; in banking, we often discuss products and operations. None of these concepts fully explain what sustains that relationship. Trust is the central element, appearing when people feel they can rely on their bank, even in difficult situations.

Trust is built through details that often go unnoticed. It could be a form that completes without errors, a process that does not ask for repeated information, a notification arriving at just the right moment, or a transaction executed without surprises. These small signals send a clear message: “We are with you; you can move forward with confidence.” Clients may not see the effort behind it, but they recognise when everything works as it should.

Every interaction counts. Every click, every screen, every message has the potential to strengthen or weaken that relationship. When we design processes that support, we create a sense of closeness. When we simplify, we generate clarity. When we anticipate needs, we provide security. Innovating from a human-centred perspective is, at its core, a way of showing that we know how to care for what truly matters in our work.

 

The Challenge: Designing Technology That Supports, Not Complicates

The fluidity of the event made me reflect on how we build processes in our daily work. There, nothing was superfluous. Every step made sense, and no element required extra explanation. Achieving this level of coherence is difficult and requires starting from the user’s perspective. When we design from the tool’s perspective, we tend to add layers; when we design from the person’s perspective, we learn to remove them.

In banking, innovation emerges when we solve a problem that previously existed, even if we hadn’t recognised it. It also arises when we remove unnecessary steps or identify that a function is only useful if presented at the right moment. It is a constant process of refinement, listening, and observation to understand what adds value and what limits it.

Technology becomes a powerful ally when used with that intention. It allows us to be closer, to better interpret needs, and to offer an experience that connects with people’s real lives. It is a process that takes time but builds lasting relationships. It is also an opportunity for every initiative to align with a shared purpose as a team.

 

The Future Belongs to Those Who Give Meaning, Not Just Accumulate Power

What impressed me most about the celebration of Apple’s 40th anniversary in Spain was that, although the environment was full of devices and advanced systems, the focus remained on people. Technology amplified the emotion without overshadowing it. This is exactly the philosophy behind their products. This way of working fits a vision of the future where clarity, support and purpose become the true differentiators.

I am convinced that the coming years will be defined by those who know how to use technology to provide experiences that are more comprehensible and more human. Transforming complexity into something manageable will be a real advantage. In banking, this means providing stability in a fast-changing environment, clarity when decisions are delicate and simplicity at moments when everything seems to move too quickly. Technology gives us the tools to achieve this, as long as there is a clear purpose behind it.

When I think back to what I experienced at Sol, I feel that night spoke less about the past and far more about what is to come. The future is not a distant line or a technological abstraction: it is a place we begin to build with every decision, every design and every action we take today. Technology can help illuminate that path, but it is us who give it direction. And therein lies our responsibility—and our privilege: to accompany people towards a tomorrow that can be daunting, yet extraordinary if we travel it together. When we help someone move forward with greater clarity, calm and confidence, we are laying the first stone of that shared future. Perhaps there is nothing more exciting, as a team, than contributing to a tomorrow that arrives better prepared, more human and more our own.