We are all the sledgehammer, Apple does like to tell its fans.
As silly as it is to say, Apple was right.
We didnt win some nebulous liberation, exactly.
We all want to feel like the sledgehammer, but most of us are merely the screen.Gif: Apple / YouTube
We won awhole different soup of tech-based dystopia.
Today, tech companies pander to peoples worst impulses to siphon as much money from their users as possible.
Its a model envisioned by Aldous Huxley.
She assaults a large television screen running a Big Brother-esque authoritarian figure with a sledgehammer.
On January 24th Apple Computer will introduce Macintosh.
And youll see why 1984 wont be like 1984.
We keep coming back to this commercialeven 40 years later.
We instead have social media apps and their user-as-product modelpushing productsboth organically and artificially.
Apps like TikTok andFacebooktake and sell users datato advertisers.
Still, its devices created the app ecosystem as we know it.
The company is now pushing itsown anti-metaversewith the Vision Pro.
WhatApple and CEO Tim Cook want now is full AR glasses.
Thatnow-routine form of invisible, enforced surrenderto Apples products and services does seem pretty totalistic.
Still, Apple isnt the only one vying for users dwindling attention span.
Apple is guilty, but its debatable if its any more liable than the other major tech companies.
Still, the children of Apple would probably say something like we learned it from watching you.
Has Apple become the man that needs smashing with the force of a hurled hammer?
Yeah, definitely, though no more than any of the other largest big tech companies.
Other computers are marching you toward blind acceptance.
Dont be a brain dead sheep.
Buy a Mac instead.
There are a million and one ways to critique Orwells views, and even the man himself.
He was notoriously hard to get along with, and he wasnt exactly the epitome of a good father.
Still, Apples 1984 commercial is an artifact of artifice.
Id rather not pretend theres anything more to the commercial than being one big joke about sledgehammers and screens.
News from the future, delivered to your present.
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