The Apple proposition is a 1960s futurist-zen minimalist throwback, lifted from Nordic designers like Panton and Saarinen, whose functionalism was influenced by movements like De Stijl and the Bauhaus.
While modernism proposed ways of dealing with the cataclysmic upheaval brought on by industrialism, Apple’s proposition is the Western capitalist commercial: freedom, ease, and cool control of one’s environment.
We’re encouraged to lose our possessions. Music? Store it on the iCloud. Books? Store it on the iCloud. Movies, magazines, newspapers, TV — all are safely stored in the ether and not underfoot or stuffed in a closet. It’s a modernist monastery where the religion is Apple itself.
Meanwhile, those who have hung onto possessions are castigated, jeered at, and painted as fools.
The hit A&E TV show Hoarders identifies people with things as socially malignant, grotesque, primitive, dirty, bizarre. In a word: poor. Apple has turned the world upside down in making possessions a symbol of poverty and having nothing a signifier of wealth and power.
Track: Zion Wolf
Artist: Jai Paul
Album: Jai Paul