I’m pretty sure Tim Cook just Marie Kondo’ed the culture of an entire civilization.
I’m not sure what about literature, music, art, and philosophy don’t spark joy for Cook, but based on Apple’s latest ad for the iPad, they decidedly don’t.
If you haven’t seen the ad, you can view it here (and then let me know your thoughts). The concept of the ad is clear: the iPad is a machine so powerful, it can hold all of the world’s greatest achievements within it, PLUS fit in your purse. Bravo, Apple! You have realized all we need is you.
I won’t say this is the first step towards societal collapse—not yet, anyway—but it is perhaps the second acknowledgement from Apple that it will be at the forefront of causing that collapse. (What was the first acknowledgement? That Apple’s top execs won’t allow their kids to have the very thing it markets to ours: the iPhone.)
But wait—aren’t I writing this for a medium that is viewed online rather than a print publication? Have I thrown print media onto the bonfire of Apple’s vanities? Perhaps. That is, in large part, why I stopped publishing online for four years: Social media maims and kills, the iThings consume our essences, all that can be said has been, and we all have dry eye and tech neck from staring at our screens. And yet… being online is easy. Making music with an app is easier than lugging around heavy instruments and sifting through sheets of music and getting irritated looks from those around you. Drawing apps that smooth out wobbly lines are more appealing than ripping out, balling up, and tossing away page after page of imperfect circles. All those things that Cook Kondo’ed take up very real time, space, and effort that many of us either don’t have or, more likely, aren’t willing to give.
In other words, while it’s true that those who create do it for the love of creating, that doesn’t mean an easy avenue for sharing isn’t welcome. It’s also true that many of us would prefer hardcopies of our work to the online versions, the latter of which is somehow both forever and ephemeral. But here’s an interesting tidbit about the precursor to societal collapse: as it approaches, we grow less inclined to think critically and abstractly about its impending arrival. In other words, we walk right into it, eyes wide open.
David Rand and Jonathan Cohen, two psychologists who study how societies let these things happen, have theorized that people switch between two modes of thinking: fast and automatic but rigid, and slow and analytical but more flexible.They believe that explains why people continue with self-destructive behaviors when logical reasoning would have alerted them danger is right around the corner. People switch from the second to the first mode of thinking after the introduction of an invention that dramatically increases the standards of living. And yes, our standard of living has been increased—by which I mean made easier—by Apple products, including the iPad. Every single thing about those physical symbols of civilization being crammed into an iPad—and everything from teens who make Tik Toks in the school bathroom to ten-year-olds watching porn to kids killing themselves because of sextortion (and that sextortion exists to begin with)—screams “danger.” But we march ahead, automatically, rigidly, and oh-so-fast.
We have now entered into the societally destructive phase of diminishing returns, first signaled to me when media outlets began posting reading time next to articles. Not only has the integrity of creation been crushed into a pane of glass, even within that pane of glass, creation of anything that takes more than 30 seconds must beg for attention. The things that make us living, breathing, thinking humans can only be shortened so much until we’re left with nothing but flashcards.
We know—almost all of us—that what is contained in the new iPad commercial is what’s coming to us: the shrinking of our world to a box. We also know that isn’t at all what the commercial was trying to say, and yet … it’s exactly what it was trying to say. Create, but only do it in this space, this non-real, solitude-inducing, division-increasing, forever-yet-ephemeral thing. That oh, by the way, is easy to hold while on the commode.
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For some of my non-online writings from the last four years, click here.
Also, no, I don’t own an iPad, but I do own Apple products.