It's my third eye, loudest voice and most receptive ear. I've laughed with it, learned from it, been upset by it and even hit it (only to apologies a second later). It wakes by my side and watches over me as I drift to sleep. I am of course talking about my iPhone. Thanks to the genius of the late Steve Jobs, to whom the modern techno world owes big, this device is as much a part of my life as me.
Resembling a global invasion the iPhone swiftly took over the population of nearly every country in the world, not many brands can claim such a feat. Its attraction based on a global trend. The iPhone’s success can be summed up by one of its advertising slogans.
‘If you don’t have an iPhone, well, you don’t have an iPhone’ (youtube it)
A simple enough message, but effective beyond belief. However for all of the phone’s idolised brilliance, it isn’t really that brilliant. There’s a number of smart phones that better it in every aspect, yet against all logic, I didn’t get one of those, as a matter of fact I didn’t even look at another option.
I knew the iPhone was sure to crash numerous times, like I know Coronas aren’t a good tasting beer, Coca-Cola rot’s my teeth, Nike shoes fund child labour and Ray Bans were designed for girls with shoulder pads and ankle warmers. But still, they’re in my fridge, my closet and displayed right on my face. So like the iPhone and so many other brands, how do they do it?
Branding? Advertising? Marketing? Yes they conjure the desire for a product but I didn’t just want the iPhone..... I needed it. It comes down to a combination of globalisation and an innate desire to belong. We are essentially pack animals. Don’t believe me? Well watch the David Attenborough documentary. We have a natural instinct to conform and as the world slowly struggles toward solidarity it’s becoming more and more obvious.
I didn’t want this phone for its features or applications. I needed this phone because my friends had it, because everyone had it or at least I believed so. I needed this phone like I needed that last tequila shot on Saturday night, all my mates were lining one up so it must be a good idea. The hangover's a cracked screen and an app the crashes my phone daily but it doesn't matter because If you don’t have an iPhone, well, you don’t have an iPhone.
And I love this concept, it ‘s what I plan to build a profession on. You can’t be angry at the idea, it’s built into us to keep the world rolling on. Imagine if the guy that invented the wheel showed it off to his mates and they didn’t feel the need to get one? As soon as we stop needing what our neighbours have, the world will stop progressing.