Apple have launched a mobile phone, it has a built in camera. It plays mp3s. It doubles as a PDA. You can surf the internet with it. It runs a version of an operating system, usually only found on desktop computers. Steve Jobs claim that is a "magical new device" which will "revolutionise the industry". Which will come to a shock to the companies already producing virtually indentical products.
But it doesn't matter. This is an Apple product, meaning critical facilties are suspended, awe struck amazement being the only acceptable response.
However it's worth reflecting on the responses this annoucement would have generated if
Panasonic had released the exact same product. People would ask (quite rightly) "what?"
But this is simply symptomatic of a more depressing trend. People evanglising faceless multi-national corporations and the consumer durables they produce. This isn't unique to Apple. There are Playstation devotees, and Xbox disciples, and the rest, versed in the gospels espoused in the latest ad campaign. All happy to shout the doctrine of "mine's better than yours because..." It's religion but without comforting lies of salvation and eternal life. Although I've no doubt a company somewhere is already working on electronic version of eternal life (Life V1.2) and building iHeaven.
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