Apple is a religion?
As soon as I saw the headline, I thought it would be overstretching the idea of Apple acting as a religion, but as I read more, its not. Steve jobs took the step further and turned Apple into a brand that people would identity as the ultimate item to have and “better than.” Apple ads are presented like a parable with Apple being the good and PC being the evil. When viewing an ad, one’s consciousness becomes enlightened to the idea of Apple being the ultimate product, because of it having a clean appearance, not prone to getting viruses etc…
Because technology is used in our everyday lives, it has become apart of the natural order. So computers, phones, and other media devices have become an extension of humans. Having the ability to personalize a device creates more of an attachment and sacredness to the item, which Apple allows its customers to do through personal engravement’s. According to the article, “men at once become fascinated by an extension of themselves in any material other than themselves.” Steve Jobs used much of his spirtual beliefs to further his goal of enlightening human beings to their full intellectual capacity. He based much of his philosophical thinking from William Blake who created works in the 18th century during the romanticism period. William Blake’s main idea centered around using good and evil to complement each other to flourish the human mind.
Technology has become this thing in which we find peace, comfort, and rather than being an escape, it has been something to further our daily pursuits. The spirtual aspect of Apple goes much deeper than merely making customers dedicated to its products. Its goal is to be “good” and has created a lifestyle similar to that of the yoga culture, but Jobs wants us to use his product to create more and understand life in a new way.
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