terça-feira, janeiro 18, 2005: The Cult of Mac

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you could be forgiven for thinking that his Apple products are objects of religious devotion rather than mere pieces of plastic enclosing silicon chips.

The Cult of Mac does have some rational basis.

There seems little doubt that the products are very good. Its strong attractions are usability and good looks
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It is a tribal thing - the Mac Tribe - and a sociological phenomenon, to do perhaps with a minority who believe they have seen a truth, much like the drivers of VW Beetles would wave to each other in the 60s, knowing utterly that their car was superior, but it was a secret unperceived by the rest.

Steve Jobs is the counter-image of a stuffy businessman

There may also be a type of person who delights in going against the herd.
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It's just that there's something more to it than that: the packaging and sales-pitch have succeeded brilliantly in conveying a whole life-style and image.

That style emanates from the top.

Steve Jobs is the counter-image of a stuffy businessman. He wears trainers, jeans and black sweaters.

Apple's attitude to the media is actually tight and highly controlled yet the image portrayed is of a cool and easy-going counter-culture.
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BBC NEWS Business Apple Macs: Objects of devotion

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