With it’s hallmark intuitive interfaces, Apple has been The Masters at demystifying the confusing jumble of hardware that comes from buffered boxes, one confusing piece at a time. First, they made it all plug-and-play before integrating it all together to make their machines operate with extraordinary ease and blissful pleasure, certainly compared to any of its competition.
And, of course, Apple has been extraordinarily innovative, not only in its wonderfully evolving operating system but in its reach into the stoa with its evolving and varying iPods, iPhones, iTouches. Students love the stuff.
But is the company that is known for its glitz and glamour becoming a company of only glitz and glamour?
Sure, the iPod is a marvel that revolutionized the music industry. And ya, by targeting music and not, say, words, Apple has entered the biggest possible market, bested only by those who want multi-dimentional phones, a market it has revolutionized.
But where is Apple’s gravitas, the serious side that is characterized by, say, Google? Apple knows how to stick buds and apps to consumer’s ears but how about thoughts in people’s heads?
This doesn’t seem to be much of a priority at Apple if this paragraph from MacRumors is to be believed:
While the executives were tight-lipped as usual about the company’s plans for the future, one interesting tidbit that came out of the meeting was the executives’ apparent lack of enthusiasm for the “online book/newspaper market” while sharing views that video content would be the next big growth area in media.
So with its accent on music and talk and TV, add videos.
Already half of North America is functionally illiterate. This slide will only continue and accelerate if companies in the vanguard of technological innovation offer more ways to transmit pleasure and thereby avoid the responsibility of actually thinking and learning.
Apple has proven it can entertain. It’s time to find out if the creative colossus can use its powers of technological innovation to teach. We’re in dire need of this. The world needs some smarten up.
So, here’s the question: is that Apple guy in the ads someone you’re more likely see in a mosh pit than a laboratory?