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Apple and Postmodernism

Apple as a company is a a prime example of postmodernism, not only through their products, but the architecture of the Apple stores. Apple's unconventional designs of products challenge traditional trademark tech designs. An example of this is the design of the iPhone X and later models of not having a physical home button. Traditionally, phones have always had buttons to allow us to navigate within the phone, however, since Apple’s revolutionary idea of removing the home button from their iPhones, they have definitely proved that their inventions are in fact practical and viable.

Another way Apple has proved their postmodernism is through their facial recognition of iPhones, an idea which was previously unimaginable to be able to have on a phone, however Apple have exhibited their innovative way of thinking through the success of their products.

Apple’s postmodernism isn't limited to just their products, but also their stores. Apple stores immediately set themselves apart by their focal point being their products. Apple stores do not follow shop norms of having shelves to display stock or physical tills to check out at. Instead they create a unique experience for customers to access.

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Steve Jobs’ position as a cult leader

Steve Jobs's innovative ideas which he injected into Apple endeared him to people across the world, who grieved his death.

Steve Jobs’s cult personality emerged over Apple before he had even passed away. When Apple announced that Jobs would be stepping down as CEO of Apple, many worried that the company would stumble without him. But his death made it clear of his status as a cult leader. 

Soon after the news of Steve Jobs’s passing, Twitter was flooded with hashtags and posts in memory. People even congregated at Apple stores across the globe to leave flowers. Some groups used the candle apps on their iPhones and iPads to create a vigil. 

The mass reaction to news of his death made it seem as though Jobs was a friend to the millions of people who owned his product. However, in actual fact, they knew very little about him.

Steve Jobs was always a secretive individual. He never revealed any information about his personal life and it was almost impossible to hear him talk about anything other than Apple products. 

As the founder of one of the worlds leading tech company, Apple. One could argue that people look up to Jobs as the highest leader. The death of Steve Jobs affected many members of the cult of Apple, this was evident by the creation of memorial shrines. Job’s death was a catalyst for global grief, this was because many people invested in their relationship with Apple as a company and an ideal, and Jobs was the human face of that ideal. Fans left signs outside Apple stores across the world, some thanking Steve Jobs for "changing the world for good." Many of the messages followed this theme, emphasising Jobs as a prophet of technology who changed the world for the better. Followers of the cult of Apple who created these shrines mourned his death just as followers of any other prophet or messiah would.

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Apple's Aesthetic

It is no secret that Apple is one of the most pioneering tech companies out there. Many of us know Steve Jobs and his signature black turtle neck and his famous statement "Design is not just what it looks like and feels like. Design is how it works."

Design and aesthetics play a huge role in Apple products as well as Apple as a company. But this wasn't always the case. When Apple first launched their iMac, it was in a translucent shade called "Bondi Blue" in 1998. At the product launch, Jobs famously said that while he loved the iMac, it was the wrong color.

In 2007, Apple launched the iPhone, a revolutionary mobile device. The iPhone was a touch activated mobile phone with no physical keyboard. Although it wasn't the first time the world had seen a touch activated mobile phone, The iPhone's unique, compact design made it a trailblazing product that has definitely changed the way we live today.

Since the launch of the first iPhone, Apple have created many versions of iPhone's some ranging in size and colour. An innovative, minimalist aesthetic has made Apple products both a cult phenomenon and a household name.

Apple captured their audience through their astonishing attention to detail.

Here are some examples:

The Apple Pencil’s weight is distributed in such a way as to ensure that no matter which way it’s placed, it always rolls over to display the word “pencil.” Its weight distribution also reduces its momentum when rolling, therefore, reducing the risk of it rolling off the table.

All Apple Macbooks have a slight indentation right below the trackpad to make it easier for Apple users to open the laptop with just one hand.

Apples attention to detail goes beyond the products, but also into the packaging and the experience that’s attached to it. For example, Apple do not deliver purchased products in standard cardboard boxes like other tech companies, it goes above and beyond and puts just as much attention to detail into its packaging as it does into every product. Apple have dedicated packaging designers who spend months testing prototype boxes. these tests are done to ensure that Apple's packaging is a joyful experience for the customer. You could say that purchasing and unboxing an Apple product is a sensory experience.

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Apple's Cult Devotion

Loyal fans of Apple are known for their extreme devotion to Apple products. But this recent study has taken this statement to another level!

One may argue that Steve Jobs is seen as a prophet by some, but a recent report of neuroscientists who carried out a MRI scan on one Apple fan's brain, discovered that "the Apple products are triggering the same bits of [the person’s] brain as religious imagery triggers in a person of faith”.

Apple have successfully created a loyal fanbase. The cult-like devotion has been evident over the years, for example, Journalist Alex Riley attended the opening of the Apple's Covent Garden store and described the scene as 'an evangelical prayer meeting', as staff hysterically cheered hundreds of delirious customers flooding the store, many of whom had slept outside overnight or travelled from other countries despite their being no free products or discounts on offer. There is no denying that Apple captivate people in a way few other companies can. People from all walks of life are passionate about their iPhones, they might be from different backgrounds, they not speak the same language, but if they have an iPhone, they have a huge part of their identity in common.

Apples continuous innovation of products only encourages the cult-like devotion by its fans, as they are hungry for more, knowing that Apple will satisfy their needs.

For the majority of us iPhone owners, our iPhones are the first things we look at in the morning and the last thing we look at before bed. It has become part of our daily routine. iPhone's aren't just limited to making phone calls and texting, the options are now endless. We depend on our iPhones for everyday tasks, so much so that one may argue we may never be able to survive without them now. They have become a part of us.

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Apple Launch Events

All Apple fans will know about Apple's annual launch events, but for those of you who don't, each year Apple holds three to four launch events in which the company unveil its latest products in front of invited guests. However, since the Covid pandemic, Apple have held their events online, meaning that all members of the public can join and watch the display of new Apple products.

Mystery- Apple hold these events in hope to create a buzz and excitement for fans as they unveil their new products to their audience. Apple has cultivated a veil of secrecy behind each launch event, which constructs a 'hype' as people are eager to know the details about what is to be launched. The initial secrecy of the new launch is then communicated by revealing key details one-by-one, to the big reveal at the launch event itself, where customers expectations are met. Overall, Apple launch events make an incredibly engaging and satisfying experience.

Sensory experience- Apple strategically create a sensory experience for their audience throughout their events. Apple employees remain tight-lipped about what is to be launched before the event takes place. The dark lighting and carefully lit stage with an enormous image of the new product, creates a sense of suspense as the audience wait to be enlightened on the new products.

Cult fans- Some may argue that Apple have created a 'cult', their loyal fans and customers are engrossed by Apples constant innovation which pushes them to hold more of these launch events.

Influencer promotion- In order to promote the launch, Apple give tech influencers early access to the event and products that are being released, the influencers then make videos and post sneek-peeks on their social media accounts for people to view.

I think we can all agree that Apple's innovative nature drives its ability to hold these annual events. Despite the death of Steve Jobs, Apple has undeniably persevered with its live events. Not forgetting the die hard Apple fans who look forward to these events in which their needs are certainly met.