Sunday, May 29, 2016

 

The Apple Cult

About 25 years ago I was a computer technical assistant at a large public university. I remember then being struck and puzzled by the cult-like loyalty of my boss and two of my co-workers to Apple and its products. The Macintosh GUI was superior to what Microsoft had on offer at the time but the devotion to Apple exceeded what such a difference could rationally command.

Having recently watched Alex Gibney's excellent documentary Steve Jobs: The Man in the Machine I now have much greater insight as to why so many Apple consumers have invested themselves into the products of a huge multinational profit-making entity. Steve Jobs and his PR team deliberately and deftly branded Apple as a countercultural corporation (an oxymoron, to be sure) and the siren call of this manipulative marketing (a redundacy, to be sure) seduced tens of millions and helped changed society for the worse.





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