The rest, because "no. You don't need it". Of course, what he brought us was indeed a wonderful new world, and humans immediately fell into this new experience. So, Eve's Apple showed us this New world, Newton's Apple takes us to understand this new world, and Jobs's Apple takes us to experience this new world. Interestingly, Jobs's rules are still men's rules - you must use iTunes. Why? You don't need to Know. Apple is the right to choose. Snow White died from eating a poisoned apple. Prince Paris gave the golden apple to Aphrodite and triggered the Trojan War. Hera’s wedding gift was a golden apple. William Tell launched the Swiss people’s uprising. The important props in the story are apples, New York is the Big Apple, and we all love to eat apple pie... The cultural history of mankind is always entangled with apples. However, the apple is only a symbol chosen by humans, and the point is after taking it , what are we facing? All apples represent an unknown world, just like the two capsules Rinio faced in "The Matrix": red or blue. Should you go back and pretend that nothing happened? Or should we go and see another world? We choose Apple because we are tired of the current old model. It’s not that the old model is bad, but human primitive curiosity always drives us to see what’s behind the door. What. In 1984, when Apple launched the Macintosh to compete with IBM, it used the concept of "1984" to make a famous advertisement, comparing IBM to Big Brother. Since then, Apple's Big Brother concept has also included Microsoft. Steve Jobs' Apple, with its sense of design and experience It creates an illusion for us: right now, you are already controlled. If you choose me, you can enter a new world. Consumers who buy Apple products are not only because of the outstanding design of Apple products themselves, but also because of the immediate I feel that I have the power to fight against centralization and a taste that is different from the common people - yes, I already belong to another world that you can't understand at all. Things have changed. In 2011, MOTO launched XOOM, and the advertisement compared Apple to Big Brother - the white earphone cord controls the whole world. Everyone locks themselves in the prefix i, while a few sober people look sadly at these faceless people. This is also the inevitable result of the success of Apple's strategy. The more popular Apple products are, the more popular the Apple concept is. It has also changed from the pride of the minority to the blind obedience of the public. It has changed from the opponent of Big Brother to the big brother. This is also the bounden duty of companies to use patterns to control people. We create illusions, whether it is a sense of superiority for a niche or a sense of identity for the masses. Before Apple, from Disney to McDonald's, from IBM to Microsoft, they did the same thing. They designed our lives and the way we see the world, What they use to control people is not ideas, but products. Disney established the "Mickey Mouse Club" for children as early as the 1930s, but they immediately discovered that adults were more willing to play in Neverland than children. What followed was It is the establishment of a new model. Disney immediately established an adult entertainment model that relies on the trinity of derivative sales, theme parks and providing fantasy experiences, allowing adults to find their imaginary "carefree" childhood here. It is shameful for adults to play carousels. Yes, but playing the carousel in Disneyland is glorious. McDonald's has successfully closely connected car life, sense of speed, fashion in the industrial era with food. It has turned fast food into a kind of glory and become a The simplest way to enter the industrial age. Just like decades later in the 1980s, TANG Guozhen's advertisement used "TANG, Guozhen, space age drink" as its biggest selling point, which immediately captured the curiosity and curiosity about space at that time. adoring TV viewers. In fact, every company aspires to become Big Brother. They hope to start with products and invent a model so that consumers can get used to it and never be able to do without it. Everything it contributes will be It is considered as an advantage by loyal fans and thus accepted. Whether it is politics and economics, business and products, IT and electronics, life and fun, pattern designers are playing the role of God - don't ask why, just like it, you get The happiness will be greater than the pain. The only difference is that God has not recalledmechanism, so companies and businessmen are still good people. Because none of us actually know what we want. You don’t need to understand, you just need to accept the process of human beings looking for apples, which is the process of finding others to give meaning to themselves. From religion to Politics, from industry to consumption, from reality to virtuality, we are all seeking others to customize a life model for ourselves. Text/Zhang Jian In Plato's "Utopia", the philosopher king controls the world. But now, businessmen control the world , they allow "us to live under the cover of symbols and denying the truth." The machines in "The Matrix" use electronic hypnosis to build the world, making "the Matrix more real than this world." Virtual and real countries The pattern designers here never lack the means to plan the world. They decide our lives and preferences like God. What kind of "pattern planners" are there in our era? At first, it was just businessmen who created logo worship to control our material desires. Now The technological power represented by social networks and Apple seems to be taking over our digital existence - therefore, Facebook's Zuckerberg is regarded as the "Creator of Humanity 2.0", while Arrington, the chief writer of Techcrunch, calls "a world without Steve Jobs". "will become bleak" - will technology arrange everything for us? Whether you admit it or not, the era of technological domination that appeared in science fiction movies in the past is looming. From Logo Worship to Technological Domination I believe in Buddhism, Lane Crawford .I believe in religion, Apple religion. In the era of material abundance, fetishism is very popular. You may not read the Bible or go to church every week, but you must be baptized by advertisements at home, in elevators and on buses every day. As Baudrillard said, “Shop windows, advertisements, production names and trademarks play a major role here and impose a unified collective idea, like a chain, an almost inseparable whole, they are no longer a simple string of goods, but "A string of meanings". Advertising agencies and the media are the preachers of fetishism. They are responsible for elaborating and disseminating "meanings", and consumers are responsible for receiving "meanings" until they finally pay for these illusory "meanings". As a result, various logos have become the most conspicuous Totems - you may not be able to pronounce their standard pronunciation, but with the education of advertising, you must understand which country it comes from, which type of product it represents, and whether it symbolizes classics or modernity. The fast-moving consumer goods industry and the fashion industry are most enthusiastic When it comes to shaping a logo, the former requires horizontal carpet bombing to create a brand illusion, while the latter requires vertical high-end value creation to extract high added value. What is a more technical means of consumer manipulation than logo worship? Various model controls. IKEA has to let you wander around there for dozens of minutes because they believe you can't resist the temptation of the product. They designed the product names to be hard to pronounce because they want to sever the emotional connection between you and the furniture - so that you can abandon it. I guarantee you will have no psychological burden when purchasing alternatives from the catalogue. Windows is upgraded every few years. This is not because we have this need, but because hardware manufacturers and supporting software manufacturers need to make money. Without upgrades, "WINTEL" and The report data of PC manufacturers will not be so good-looking. You can choose not to upgrade, but the price will be incompatibility and unusability - this is what MSN does. You can play many online games for free forever, but you must continue to purchase props. Your ability in the virtual "system" is linked to your financial ability in the real world, otherwise you will always be a rookie in it. You have known their control methods for a long time, but you just can't get rid of it. Extremely Customer’s God’s Perspective No model planner in any industry can confuse us more than geeks in the technology industry. Jobs used three products starting with i to reshape human audio-visual and communication habits, while Zuckerberg almost solely relied on Personal power allowed Facebook to have 500 million users in 7 years. Not only did they create the cult of logo, they also used the power of technology to make users sticky - therefore, people who are used to iPhone generally do not easily change their phones every day. People who go to Facebook must update their status at all times, otherwise they will be like the unlucky guy on "The Social Network", because
I was scolded by my girlfriend for forgetting to change my "single" status. In the era of logo worship, we were just beguiled to consume products. But in the era of geek rule, we were beguiled to embed them into products. Not just You use technology, and technology also plays with you. Internet expert Jaylen Lanier predicts that humans will eventually become some kind of peripheral plug-in for computers, whose function is to help the latter perceive the external world more effectively. Behind the control of technology are all Standing as a "prophet" pattern designer. People who don't like the iPhone can cite a hundred shortcomings, such as the inability to remove the battery, excessive power consumption, and "death grip"... For those who like the iPhone, one reason is enough. Because it is an Apple product. Everyone knows that behind Apple stands the perfectionist Steve Jobs. Jobs alone decides software, hardware, system design, applications, peripherals, advertising plans and product design, and never trusts the user's business Suggestion. There are two examples: When designing the Macintosh computer case, Jobs deliberately designed it to make it difficult for ordinary consumers to disassemble, because he did not want customers to modify anything inside. On the issue of open systems, John. "Jobs believed that if you open up the system, people would make tinkering changes that would compromise the user experience, and he wouldn't deliver a user experience that he didn't want to deliver," Sculley said. That's right, Jobs looked down on all living beings like God, and then told users, just like my products, don't ask why. The "brave new world" of digital survival What kind of happiness will we get if technical perfectionists take care of everything? Apple Let us have white headphone cables, smooth multi-touch, simple design, user experience that fits people's hearts, and endless applications; Facebook gives us the right to interact with hundreds of millions of people, countless social games, and traffic Unblocked FB account; Microsoft allows you to do whatever you want on one platform, gaming, surfing the Internet, writing and watching movies. It looks great, what’s the problem? Described in Huxley’s “Brave New World” The scene of the prosperous times can give us some inspiration: people are taking care of everything - they have no worries about food and clothing, and enjoy the most comfortable life. After get off work every day, they can take private supersonic planes to vacation and travel around the world. The economy is prosperous and they enjoy life. It has become the only philosophical concept of the entire society. It seems beautiful, but the only problem is that everyone is "happy". While being blessed with happiness, there is an additional price required - there is no art, poetry, or Shakespeare in this world. Like the "Brave New World", the biggest problem for Apple, Facebook and Microsoft is closure - not business closure, but closure in terms of operating rules. In Apple's world, you don't know how many programs are in the App Store every day Being removed from the shelves and blocked - Apple is the maker and enforcer of the laws of this "world", and you have no right to interfere. In Facebook, a kingdom with more than 500 million users, all rules are set by Zuckerberg. So the price for our free use of this website is "being advertised" because our privacy is a commodity, and Zuckerberg's attitude towards personal privacy, as a Facebook employee said, "Personal privacy? Zuckerberg doesn't believe it at all. This thing exists!" Microsoft is a huge trust. It has established a set of its own standards to compete with open standards. The price for disobeying it is incompatibility. But we still flock to them because we are too lazy to think and think they are all good. ——More importantly, we think they are "cool". If we don't use them, we will be out. In this era of digital survival, have you ever thought about what you want? Someone in the movie "Mahjong" said: " No one in this world knows what they want, they just wait for others to tell them." The "savages" in "Brave New World" said: "I don't need comfort. I need God, poetry, and poetry. Real danger requires freedom, goodness, and evil."