Just this week, the Mail reported on the 'Eleanor Rigby' generation of 18 to 24-year-olds who, despite being more connected to the world than ever via the internet, are also more lonely.Apple dresses up loneliness and anti-social attitudes in, literally, nice-looking boxes.'Holding it in your hand is an incredible experience,' he added. the only word is magical.' A good email experience? how on Earth can the electronic conveyance of paragraphs, or the tapping of fingers on buttons be seriously described as in such elevated terms? Pressing send on your email is just a rather dreary, but very necessary, part of modern life. You'd think us clever Brits would be wholly dismissive and immune to such nonsense, wouldn't you? Whole swathes of the population have become members of the Apple cult these days, and even apparently intelligent and educated people are immersing themselves in Steve Jobs's techno-twaddle. 'I had been prepared for a smooth feel, for a bright screen and the immersive experience everyone had promised.' He goes on: 'I was not prepared, though, for how instant the relationship I formed with the device would be.
Perhaps most heartlessly of all, Apple completely removed the need for anyone to have to go for a luxurious, hour-long browse in a record shop, a place where you might encounter - oh, the horror - other people.
Now, with the i Pad spearheading the revolution of electronic books (or, as they put it: 'A more beautiful experience than a normal e Book reader'), Apple wants to do the same for the written word.
For me, the creepy cult of Apple is just too much to swallow.
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But Apple doesn't just want to assist you in running your life, it wants to define your life.
The flagrant abuse of the word 'experience' by Apple employees is one example of this.Where it all began: The i Pod promised to bring music to the masses, and it did.But, in the process, it killed off the album (and, more importantly, the record shop) and has left a generation of music listeners caught on shuffle Somewhere along the way, presumably in a cynical attempt to brainwash their millions of worshippers to become more emotionally attached to their little gizmos, the people at Apple ditched the word 'function' and swapped it for 'experience'. global) launch of the i Pad earlier this year, Apple boss Steve Jobs told the audience how the i Pad would provide them with a 'good email experience' and 'a nice keyboard experience'. Those are magical experiences - the sort of things that fire you up and create a memorably emotional response. A long-time worshipper at the altar of Apple, he has posted several blogs about his love affair with the i Pad. The highbrow television quiz chairman described his first i Pad encounter thus: 'When I switch it on, a little sigh escapes me as the screen lights up.'Ten minutes later, I am rolling on the floor, snarling and biting, trying to wrestle it from the hands of an Apple press representative.Those who are obsessed with the Apple brand will blindly champion the i Pad because, they'll insist, it keeps them 'connected' with the world.But the sad truth is that being constantly connected seems to go hand in hand with sustained isolation.Apples, on the other hand, are for clever, freewheeling, creative types who like modern music and wear cargo shorts to work. I don't want any part of a company that encourages the fetishising of its products and makes my kids feel inadequate because they don't own them.