Apple has become a California cult.

Californians have had a difficult year. As smoke from megafires erupted, and our friends were loudly claiming they don’t like the place, it was easy for Golden State residents to wonder if their 1960s-style California Dreamin’ is over. Is the West Coast still alive in 2021?

You could also forgive them for kicking the air during Apple’s iPhone 13 Launch Event. Tech/entertainment giant showed a rousing cover of California Soul, which was a hit in 1969 for Marlena Shaw. It featured a variety of musicians performing in the beauty spot of the state (pink-dreadlocked guitarist in the Mojave and singer in Muir Woods; saxophonist at Joshua Tree).

Apple has named Mac OS for Cali landmarks, and it’s been putting “Designed in California” on its packaging for many years. However, it hadn’t ever before written a love note to California.

The timely song was enough to remind you that Cupertino receives large local tax incentives from this city. It also funnels cash to Reno’s hedge fund affiliate in Nevada. Its products come from China in large numbers. Or the fact that Apple won a California Supreme Court Order last year that retail workers be paid for waiting in line to get their bags checked.

The Dreams of Californication

This is Apple, however. Apple is less a company and more an enormous California corporation that brainwashes us with high-tech visions, privacy, and the security of a secure garden. While Silicon Valley’s other giants may be taking a tumble in public perceptions, Apple is still the most beloved company on Fortune’s list. For 14 years , Apple has been the number one on the Fortune list. Facebook, however, has fallen out of favor due to its multi-hourly produced product ads.

Apple tells stories about its products that are based on incremental improvements made to phones, tablets, and watches. This would be a great example of a self-proclaimed guru. It is an environment leader He is a champion for privacy as well as health. An friend of stoners

The iPhone 13 launch party raised the bar for storytelling. Apple executives ditched their white spaceship background in favor of the outdoors. They went from San Diego to Monterey, and even to San Diego. The message was that Apple Watch, iPhone and iPad are not just made in California.

The event revealed that the iPhone 13 can be used to fulfill the Californian dream of filmmaking. This is Hollywood made in an oval. Kathryn Bigelow, a Californian-born filmmaker, stated that the improved processor and camera on this new device could “change cinema.”

To prove it, a comedy whodunnit was made in California, according to Rian Johnson’s Knives out. was film on the phone. Pay no attention to professional lighting and film crews behind the phone. This isn’t a new phenomenon: The movie Tangerine was shot on three iPhone 5Ss back in 2015. prompted many imitations.

Perhaps a California-style wellbeing cult appeals to you more. This is how Apple decided to promote its $80-per-year Fitness+ service. They are known for their bright, can-do instructors. Because a peer group is the best way to build cult following, a new feature allows you to work out with up 30 people at once.

A commercial titled “Welcome To the Club” encouraged us to get rid of our gym subscriptions and to go outside to experience unlimited joy through Fitness+. The narrator said, “There’s no door. There is no ceiling.” There are many walls but they can be broken down… The club is largest because the club exists all over the globe.

A similar ad was created for Apple Watch Series 7. It began with the words “To live, is to ask big questions,” which could all be answered by Apple Watch. Are the mysteries of our universe beyond reach or are they possible to be discovered through meditation? It ended with a lotus-pose woman literally levitating. Mindfulness is the Apple Watch’s new meditation app. It offers guided meditations from Fitness+. This puts it in direct competition with Calm and Headspace, two California cults.

img alt=”Apple’s hymn to California started in the Mojave Desert.” class=”border border-gray-100″ height=”1125″ loading=”lazy” sizes=”(max-width: 1408px) 100vw, 1408px” src=”” srcset=” 800w, 1400w, 1600w” width=”2000″/>

Apple began California’s hymn in the Mojave Desert. Credit to APPLE

The Apple event, despite its universe-spanning grandeur, was strangely real in a way few events are. It is an acknowledgement of the deep roots that lie in California’s DNA, to align Apple so publicly with California style and values. This is the cult that was founded by the Californian dropout. Steve Jobs was the son of California immigrants and an itinerant hippy who was deeply inspired by his trips to India.

Apple was born in the 1960s Bay Area counterculture, and 1970s Silicon Valley tech. When New York suit John Sculley, Gil Amelio and Gil Amelio assumed the reins of the company’s leadership, it lost its way. Jobs, the prodigal savior, led Apple back to the light. He promoted colorful and clean design, as well as media-making fantasies, in the same way that it does today. He was proud of California’s economic lifeblood — the “crazy ones” who think differently — as well as the counterculture-style remixing and “rip, mix burn.” ”

Apple computers designed to look like sunflowers. You could touch your phone screen, and you had thousands of songs stored in your pocket. These were Jobs’ California dreams. They changed the world through Apple. It is true that everybody dreams of Californiaornication. This, according to the Red Hot Chili Peppers. Apple still has to contribute its fair share to local and state taxes. However, Tim Cook’s business is the best ambassador for California ideallism in the world. It’s a reminder that you should not count California out.

Publiated at Wed 15 Sep 2021, 04:12.40 +0000

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