Basically, I felt a surge of nostalgia listening to Johnson’s Never Know and thought, I really want the old Apple back.
They are still a lifestyle company but I think their focus has changed: With Steve I always had the feeling that all the stuff Apple made was there to save you time so you could spend it on pleasurable activities. Now I have the feeling that all the lifestyle enhancements Apple peddles are there to make you more productive members of a supposedly highly functioning capitalist system. Whereas back in the early 2000s Apple’s tech suggested that it would help you in your daily tasks, now it has the double function to optimize you for your daily tasks and then to distract you from them. There is a crucial difference between ‘helping’ and ‘optimizing’ and I think that difference is the reason why I am sometimes (writing this from my M1 Macbook Air with an iPhone and iPad next to me) so appalled by Apple. People tell me to vote with my wallet but that would never bring old Apple back. What I am looking for is a change in morals and aesthetics that cannot be induced by monetary incentives. I want Apple to do well. I just don't want them to be so ugly and so morally complacent with the predatory individualism that is slowly destroying the world.
They are still a lifestyle company but I think their focus has changed: With Steve I always had the feeling that all the stuff Apple made was there to save you time so you could spend it on pleasurable activities. Now I have the feeling that all the lifestyle enhancements Apple peddles are there to make you more productive members of a supposedly highly functioning capitalist system. Whereas back in the early 2000s Apple’s tech suggested that it would help you in your daily tasks, now it has the double function to optimize you for your daily tasks and then to distract you from them. There is a crucial difference between ‘helping’ and ‘optimizing’ and I think that difference is the reason why I am sometimes (writing this from my M1 Macbook Air with an iPhone and iPad next to me) so appalled by Apple. People tell me to vote with my wallet but that would never bring old Apple back. What I am looking for is a change in morals and aesthetics that cannot be induced by monetary incentives. I want Apple to do well. I just don't want them to be so ugly and so morally complacent with the predatory individualism that is slowly destroying the world.