Joshua Cortez SOC 325 Apples idea for society

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Apples Idea For Society

Joshua J. Cortez I structor! Christi e "i ter SOC 325 Co te#porary $opular Culture %ay 5th 2&'2

Joshua Cortez SOC 325 Apples idea for society Apple is pro(a(ly o e of the #ost i flue tial co#pa ies a d)or co su#er products to #oder society* yet +ery little of the pu(lic at lar,e really - o.s the (acstory a d ho. .idespread the i flue ce of the co#pa y a d its fou ders really ,oes* or .here a d .hat it has had direct i#pact o . /he co#pa y a d its cofou ders* Ste+e Jo(s a d Ste+e "oz ia-* ha+e (oth directly a d i directly affected 0ust a(out e+ery thi , i our #oder li+es. 1ah* they fou ded Apple Co#puters .hich #ade the i$od 2 i$ho e* so .hat* ri,ht3 I a ti#e .he co#puters .ere e.* they .ere +ast #echa is#s that too- up e tire roo#s* so Jo(s e +isio ed usi , a prepared (oard .ith the all the co#po e ts already soldered to the (oard* a d "oz ia- co structed the idea. 4efore the a perso al co#puter .as a scie ce -it for the electro ics e thusiast* (ut for the first ti#e a perso could (uy o e already asse#(led* (ut they still had to supply a -ey(oard a d po.er supply. Shortly thereafter the Apple II* or Apple 56* .as the first eco o#ic perso al co#puter fully asse#(led .ith roo# for e7pa sio . /his .ould (e,i the #ar-et for the perso al co#puter. O ce the Apple a d Apple II re+olutio ized the .ay co#puters .ere #ade a d other co#pa ies de+eloped si#ilar co#puters* a you , #a (y the a#e 4ill 8ates decides that co#puters .ith there u li#ited pote tial are 0ust #etal (o7es .ithout pro,ra#s to ru the#* so he a d a part er ris- it all to ,et i at the ,rou d floor of pro,ra##i , a d (e the o e that pro,ra#s the fou datio of co#puter applicatio s* (ut o e day at a co#puter e7po he sees the future of co#puters o display (y Jo(s* the e. .a+e of co#puter e7perie ce* /he %aci tosh* (etter - o. today as the %ac9

Joshua Cortez SOC 325 Apples idea for society 4efore the * co#puter i terfaces .ere (asic li es of ,ree te7t .ith te7t (ased i terface a d pro,ra##i , co##a ds to operate it. 4ut the %aci tosh .as the first successful 8raphic i terface a d (eca#e the fou datio to #oder user i terfaces li-e

.hat .e use today. A other that fou d its de(ut i the %aci tosh .as the use of a #ouse9 /he o e thi , e+ery co#puter user al#ost ca t li+e .ithout today. :u less you ha+e a #ouse alter ati+e;< It .as a tech olo,y that .as de+eloped i the =&s (y >ou,las Engelbart a d .as rarely used u til .ell after the ori,i al pate t .as e7pired* a d #ade the a+i,atio of the e. ,raphics i terface #uch easier to co trol* (ut did ot (eco#e a part of our +oca(ulary u til the Apple #ade it the sta dard for all co#puters. ?o. 8ates sa. this a d - e. he .a ted i at the (e,i i ,* a d #ade frie ds .ith Jo(s* a d a so#e.hat ai+e Jo(s e ds up sho.i , the pro,ra##i , la ,ua,e to 8ates. ?e7t thi , you - o. 8ates co#pa y e ds up .ith a e. 8raphic i terface operati , syste# called "i do.s9 ?eedless to say Jo(s .as furious* a d years of court (attles e ded i the #id @&s .ith a settle#e t that %icrosoft .ould (uy apple stoc- a d #a-e Office a d other %icrosoft soft.are a+aila(le o %acs. 4ut this is still ot the e d of the story. %oder $>As .ere early apple co cepts as .ell; A ter the ?e.to 9 "hile Ste+e Jo(s .as let ,o fro# Apple* o e #a0or pro0ect e#er,ed* a d that .as the ?e.to pro0ect. It set out to #a-e a ro(ust perso al assista t that could utilize touch scree tech olo,y* ha d.riti , reco, itio * a d e+e #ai tai i co#i , a d out,oi , i for#atio a d decide if it is so#ethi , to pro#pt the user for scheduli , or to i#ple#e t it itself. Althou,h the idea too- se+eral year of de+elop#e t a d #a y set(ac-s* the fi al product .as fi ally u +eiled a d used for a short .ile as the

Joshua Cortez SOC 325 Apples idea for society fou datio of #oder perso al di,ital de+ices* u til $al#s i o+atio to the $>A :a-a the pal# pilot< fi ally shut out apples ?e.to fro# the #ar-et share. A+e tually e+eryo e had a $>A* a d .e still use the (asic co cepts i our s#artpho es that .ere for,ed (y apple so lo , a,o. A+e the teleco##u icatio i dustry .as effected (y Apples later i o+atio * (ut that .ill ha+e to .ait for o.. Althou,h Apple (e,a losi , the #ar-et share of the co#puti , .orld* Ste+e Jo(s .as i the #idst of for#i , a e. .a+e of i dustry ,a#e cha ,ers. "ile o his o. Be fou ded a co#pa y called ?eC/ a d acDuired a di+isio of Eucas Fil#s that .as dedicated to co#puter a i#atio :.e .ill tal- a(out this a,ai later<. 4y the #id @&s

Apple .as i a slu#p* losi , #ar-et share a d .as e7pected to fi ally hit (a -ruptcy a d fade a.ay. 4ut Apple .as .or-i , o a re+a#p of the %ac OS a d eeded so#ethi , to ,et it to the e7t le+el; So they (uy Ste+es co#pa y ?eC/ a d #a-e hi# a part er a,ai * so he (e,i s the fou datio s to the future OS - o. today as OS C. 4ut it .ould (e a .ile u til OS C .ould hit the sce e* a d Apple eeds to #a-e a co#e(ac-* a d they do .ith the .ith the e.ly re+a#ped i%ac li e that pu#ped e. re+e ue (ac- i to Apple. /he co#pa y #a-es a re+olutio ary co#e(ac- .ith the reFrelease of the o e that started it all. A+e the slo,a that ca#e .ith the ori,i al %aci tosh hello* .as utilized for its ostal,ia i the hello again ca#pai, . As a co#pa y Apple had al.ays (ee a i o+ator for products that reso ated .ith the co su#er* (ut they also utilized a ,reat #ar-eti , strate,y that li -ed the co#pa y to the co su#er i a see#i ,ly perso al le+el* so the hello again* ot o ly represe ted the ostal,ic feeli , of a co#pa ies ,etti , (ac- to its roots (ut also si, ali , to co su#ers o a u co scious le+el that the co#pa y .as (ac- o trac- .ith Ste+e at the hel#.

Joshua Cortez SOC 325 Apples idea for society /he e. popularity of the i%ac or i ter et %ac ,a+e Apple the %ar-et Halue they eeded. "ith #o#e tu# #ou ti , apple u +eils the co#plete re+a#p of its OS fro# the old ori,i al pro,ra##i , la ,ua,e of early %aci tosh u til the %ac OS @ to

the e.ly de+ol+ed I i7 (ased OS C :or '&< a d recreated the user i terface e7perie ce. A,ai Apple set the (ar for .hat other operati , syste#s .ould fallo.. "ith the ori,i al operati , syste# co#pati(le .ith all older soft.are for %aci tosh* they e+e (u dle for free a +irtual operati , syste# .ith the OS C that ru s a y OS @ co#pati(le soft.are. I li-e other OSs li-e "i do.s that reDuired you to purchase soft.are for e. operati , syste#s* o. a operati , syste# that is ot (ac-.ards co#pati(le is a .aste of #o ey. A+e tually the #o#e tu# of Apple .ould shift i to a e. directio . As Apple .as .or-i , o co cepts for the future of ta(let co#puti ,* Jo(s decides to #o+e i to the #usic i dustry i stead. "hile %$3s .ere (eco#i , i creasi ,ly popular* %$3 players .ere still (ul-y a d ot user frie dly* so Apple sets i to ,i+e the #usic i dustry the si#plicity a d ele,a ce of the apple e7perie ce. /he i +e tio of the i$od a d i/u es led to the tech olo,ies for data sy chro izatio a d applicatio i terface that allo.ed the co#pa y to de+elop the re+olutio ary product for $>A)S#artFpho es called the i$ho e. A+e the #ar-eti , for the i$ho e fallo.ed i the traditio al #ar-et cha ,i , hello* .ith ads that sho.ed people sayi , hello fro# old /H a d #o+ie clips the state#e t Bello* co#i , i Ju e :that is Ju e 2&&'< A d all the s#atpho es .e use today are fallo.i , the precede t that Apple set. As far as the #usic i dustry ,oes* di,ital #usic pirati , a d shari , (eca#e i creasi ,ly popular* a d o ce a,ai the i dustry loo-ed to Apple to fi d a .ay to

Joshua Cortez SOC 325 Apples idea for society re+olutio ize that. "ith the .ide spread use of i/u es i cludi , the "i do.s +ersio first a+aila(le o the C$* Apple re+olutio ized the #usic i dustry* (y addi , the i/u es

store that sold all so ,s for @@ ce ts each. ?o. a le,iti#ate source of hi,h Duality di,ital #usic a d #o+ies .ere a+aila(le at roc- (otto# prices* a d .ere loc-ed up i protectio soft.are. ?o. this sta dard is fou d i all the co##ercially a+aila(le #usic a d #o+ie files. /oday all #oder tech olo,y is i fused .ith all these i o+atio s. Our society is irre+ersi(ly i ,rai ed .ith these (asic ideas a d uses* a d .e are still ot do e yet9 "here ells could Apple (e i +ol+ed3 Bo. a(out all those 3> #o+ies that are all the ra,e3 Ba+e you see a y 2d a i#ated #o+ies lately3 "ell i a ti#e .he artists i the i dustry hated the idea of co#puter ,raphics* a s#all co#pa y cau,ht the eye of Jo(s .hile he .as .or-i , solo* a d that little di+isio he acDuired fro# Eucus Fil#s* .as .or-i , o a co#pletely co#puter ,e erated #o+ie. O ce Jo(s poured his recourses i to the co#pa y to de+elop these co cepts* it e+e tually ,ot co tracted (y >is ey itself. /he co#pa ies a#e is $i7ar9 1es Jo(s e+e re+olutio ized the cartoo i dustry as .ell. A d fallouts at >is ey led to the de+elop#e t of a other co#pa y called >rea#"or-s :the other #e,aF3> a i#atio studio<. So fro# co#puters to perso al electro ics* a d #usic to #o+ies* all the #oder tech olo,ical thi ,s .e e 0oy today ha+e (ee ether directly affected or i directly affected (y a ot so .ell - o. #a a#ed Ste+e Jo(s a d

the e#pire he (uilt - o. as Apple. Our society as .e - o. it today has (ee i flue ced (y the +isio s* foresi,ht a d attitude e#(odied i this co#pa y. A+e the ad+ertisi , of Apple helped to shape a ,e eratio s ideolo,y to co#puters a d creati+ity* (y (orro.i , the i#a,ery of other i di+iduals that stud apart fro# the cro.d li-e

Joshua Cortez SOC 325 Apples idea for society 8a dhi* A#elia Airheart* Al(ert Ai stei or e+e the first #a to .al- o the #oo Think Different!

Work Sited

Petracca, M., & Sorapure, M. (2012). Common culture.

Cusu#a o* %ichael A. J/he Ee,acy Of Ste+e Jo(s.J Co##u icatio s Of /he AC% 5G.'2 :2&''<! 2=F2K. 4usi ess Source $re#ier. "e(. = %ay 2&'2. 4ell* 8e e+ie+e. JEife* >eath* A d /he Ipad.J Co##u icatio s Of /he AC% 5G.'2 :2&''<! 2GF25. 4usi ess Source $re#ier. "e(. = %ay 2&'2. J/he Ee,acy Of Ste+e Jo(s! 4eyo d /he /ech "orld.J $rofessio al Safety 5=.'2 :2&''<! 5=. Acade#ic Search $re#ier. "e(. = %ay 2&'2. %uLiz Jr.* Al(ert %.* a d Bope Je se Schau. JMeli,iosity I /he A(a do ed Apple ?e.to 4ra d Co##u ity.J Jour al Of Co su#er Mesearch 3'.G :2&&5<! N3NFNGN. 4usi ess Source $re#ier. "e(. = %ay 2&'2. http!)),iz#odo.co#)5G52'@3)theFstoryF(ehi dFapplesF e.to http!))....scie tifica#erica .co#)article.cf#3idOori,i sFco#puterF#ouse