There is a new iPhone every year, and every year Apple convinces us all to go and buy a new one. In the 1920s advertising developed from the need of a corporation to “sell itself to industry” (33). Today apple does not just need to get you to buy their product, but also keep you buying their products. Apple must “keep them consuming” (37). Sure the new iPhone may be brighter, faster, and smarter, but why do I need that? Shown in the iPhone 4 advertisement linked above apple makes us believe that our iPhone from last year is inadequate to support our ever changing lives, fueling our urge to buy and consume (35). In the ad Apple convinces us that we need the new retina display because without it “movies aren’t this dramatic” and that our “memories aren’t this memorable”. Well if my memories are not going to be memorable without it of course I am going buy it! Apple is playing with our sense of inadequateness convincing us that we will not remember important without the new iPhone while showing a picture of little girl.
Apple has replaced the philosophy of using something until it breaks with using until it is outdated the following year. Growing up with Apple products and advertising everywhere has certainly affected the way that I think about when I “need” to buy something new. When learn a new Apple product just came out, or I see a new Apple advertisement I personally feel the urge to buy a new iPhone before I can stop and think whether or not I actually need it. While there most likely is not an actual need to buy a new phone every year Apple has created the ruling idea for the “fancied need” of their products in order to keep all of us buying their products every year.
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