Three Apples Changed the World Apple Power This one belongs to the Phylum Angiosperms, Class Dicotyledons, Rosales, Rosaceae, Malinae, Malus, True Apple Group, Apple Line, and Apple Species My plant classmate’s name is: Apple. It is far more than a fruit. It is a carrier of fables, religions, myths, culture, art, and technology. It has walked with the development of mankind for more than two thousand years until today. Human Desire The beginning of Apple, as the famous "Three Apples" joke on Weibo puts it, seduced Eve, woke up Newton, and is now in the hands of Steve Jobs. Apple is also the greatest media, inspiring and inspiring people in a very friendly way. It communicates the relationship between people, people and nature, and people and matter. The new world and new world view brought by an apple are far more than the 26 listed in our special topic. They confirm the "Apple Power" - a collection of temptations The magical power of power, attraction, innovation, adhesion, and communication allows humans to touch the interface between reality and the unknown world again and again, thereby inspiring more exploration, innovation, and adventurous spirits; and making people more real. Experience the future and discover yourself, and then establish optimistic, firm, and loving beliefs. The world is still waiting for mankind to exhaust it, whether you are holding a fourth-generation Apple or four bags of apples. Human desire for apples begins with three apples to save The world, desire, knowledge, ***. Not only that, they open a door to the unknown world for human beings. When we take the apple, we are all looking forward to exploring an unknown and tempting world. Text /Chen Mo The beginning of human desire for apples. From the moment Eve picked the apple, humans have been firmly tied to the apple. What drives her is only the eternal curiosity and rebellious mentality of humans, but she did not expect to open a new world. The door to the world. This fruit has since been symbolized, representing the efforts of generations of human beings to rebel against fixed patterns. The other apple hit the most intelligent head of mankind. Newton’s story, whether true or false, is It left a beautiful mark on the road of human exploration of the world. Next is Steve Jobs’ Apple. This perfectionist and paranoid designed a brand new world of perception for people, making a product become a religion, and some human beings began to Think about the possibility of a new world, but most human beings no longer need to think, they only need to accept. That’s why there is the famous joke on Weibo: So far, there are three famous apples that have had a major impact on human history. One Eve was seduced, one woke up Newton, and the other is now in the hands of Jobs. Apple’s worldview The tragedy of Eve is to some extent completely the result of male chauvinism. Men designed the world, men set the rules of the world, men say : You can’t eat the fruit of that tree. Why? You don’t need to know. Unfortunately, women don’t think so. Women are animals that obey intuition. She only listens to the call of her own body. The fruit of the tree of wisdom begins with desire. In fact, women are animals that obey intuition. There is no proposition that the snake seduced Eve and Eve seduced Adam, because human desires will eventually drive them to explore the unknown world. No matter what, they want to open the box that cannot be opened. This has nothing to do with snakes or women. Newton's story is completely Male logic is the driving force. Although this story is somewhat cliche - the "Memoirs of the Life of Sir Isaac Newton" states that the apple did not hit Newton on the head - most people are willing to believe it. A great scientist who was thinking hard was awakened by the power of nature. This legendary description is more in line with our taste. What Newton got from that apple was a summary of the laws of operation of the world. In the past, we I only know what it is, but not why. It is said that Steve Jobs’s Apple logo came from Turing, who committed suicide by eating a poisoned apple. Although the logo designer has stated that this is not the case more than once, fans are more willing to believe this legendary attachment, which is similar to the previous one. The mythology of the two Apples is exactly the same. Jobs believed that users were incapable of providing valuable suggestions, so his suggestions and emails to fans were always so concise: "No. You don't need it." Jobs stubbornly put The rules of this world are set as his rules, because everything else is superfluous because "no. You don't need it". Of course, what he brought us was indeed a wonderful new world, and humans immediately fell into it. In this new experience. Therefore, Eve’s apple takes us to see this new world, Newton’s apple takes us to understand this new world, and Jobs’ apple brings us

We experience this new world. Interestingly, Steve Jobs's rules are still men's rules - you have to use iTunes. Why? You don't need to know. Apple is the choice. Snow White dies from eating a poisoned apple, and Prince Paris The golden apple was given to Aphrodite to trigger the Trojan War. Hera's wedding gift was the golden apple. The important prop in the story of William Tell launching the Swiss people's uprising was the apple. New York is the Big Apple. We all love to eat apples. Pie... The cultural history of mankind has always been entangled with apples. However, the apple is only the symbol chosen by mankind. The point is what we face after taking it. All apples represent an unknown world. Just like the two capsules Rinho faced in "The Matrix": red or blue, should we go back and pretend that we didn't find anything, or should we go and see another world? We chose Apple because we are familiar with the current situation. We are tired of the old model. It’s not that the old model is bad, but that the primitive curiosity of human beings always drives us to see what is behind the door. When Apple launched the Macintosh to compete with IBM in 1984, it used the concept of "1984" to make The famous advertisement compared IBM to Big Brother. Since then, Apple's Big Brother concept has also included Microsoft. Jobs' Apple uses design and experience to create an illusion for us: Right now, you are already controlled, choose me, You can enter a new world. Consumers who buy Apple products not only because of the outstanding design of Apple products, but also because they immediately feel that they have the power to fight against centralization and have a taste that is different from the mediocre. Yes , I already belong to another world that you can't understand at all. The tide has turned. In 2011, MOTO launched XOOM. In the advertisement, Apple was compared to Big Brother - the white headphone cable controlled the whole world, and everyone locked themselves in i, while a few sober people looked sadly at these faceless people. This is also the inevitable result of the success of Apple's strategy. The more popular Apple products are, the more popular Apple's concept is, and it has also changed from a niche pride to a Due to the blind obedience of the public, it has changed from Big Brother's opponent to Big Brother. This is the bounden duty of companies to use patterns to control people, to create illusions for us, whether it is a sense of superiority for the niche or a sense of identity for the masses. At Apple Companies before, from Disney to McDonald's, from IBM to Microsoft, have done the same thing. They designed our lives and the way we see the world. What they used to control people was not their thoughts, but their products. As early as the 1930s, Disney The "Mickey Mouse Club" was established for children in the 1990s, but they soon discovered that adults were more happy to play in Neverland than children. What followed was the establishment of a new model, and Disney immediately established a business that relied on derivative sales, theme parks and It provides a trinity of adult entertainment models with a dream experience, allowing adults to find their imaginary "carefree" childhood here. It is shameful for adults to play on the merry-go-round, but it is glorious to play on the merry-go-round in Disneyland. McDonald's has succeeded It closely connects car life, sense of speed, fashion in the industrial era with food, turning fast food into a kind of glory and the simplest way to enter the industrial era. Just like in the 1980s decades later, TANG Guozhen's advertisement used "TANG, Guozhen, space age drink" as the biggest selling point, which immediately captured the TV audience who were full of curiosity and admiration for space at that time. In fact, every company aspires to become Big Brother. They hope to start from Start with the product and invent a model so that consumers get used to it and never do without it. Everything it contributes will be considered an advantage by loyal fans and will be accepted. Whether it is politics and economics, business and products , IT and electronics, life and fun, pattern designers are all playing the role of God - don't ask why, just like it, the happiness you get will be greater than the pain you endure. The only difference is that God has no recall mechanism. So companies and businessmen are still good people. Because actually none of us know what we want. You don’t need to understand, you just need to accept the process of human beings looking for apples, which is the process of finding others to give meaning to themselves. From religion to politics, From industry to consumption, from reality to virtuality, we are all seeking others to customize a life model for ourselves. Text/Zhang Jian In Plato's "Utopia", the philosopher king controls the world. But now, businessmen control the world, and they Let "we live under the cover of symbols and denying the truth." In "The Matrix"

The machine uses electronic hypnosis to build the world, making "the Matrix more real than this world." Pattern designers in virtual and real countries never lack the means to plan the world. They determine our lives and preferences like God. What "model planners" are there in our era? Initially, it was just businessmen who created logo worship to control our material desires. Now the technological power represented by social networks and Apple seems to be taking over our digital existence - so, Facebook's Zach Berg is regarded as the "Creator of Humanity 2.0", while Arrington, the chief writer of Techcrunch, said that "the world without Steve Jobs will become bleak" - will technology arrange everything for us? Whether you admit it or not, in the past, in science fiction, The era of technocratic rule shown in the movie is looming. From logo worship to technocratic rule. I believe in Buddhism and Lane Crawford. I believe in religion and Apple religion. In an age of material abundance, fetishism is very popular. You may not read the Bible or worship every week. But you must be baptized by advertising every day at home, in elevators and on buses. As Baudrillard said, “windows, advertisements, production names and trademarks play a major role here, and impose a consistent collective concept. , like a chain, an almost inseparable whole, they are no longer a string of simple commodities, but a string of meaning." Advertising agencies and the media are the preachers of fetishism. They are responsible for elaborating and spreading "meaning" to consumers. Responsible for receiving "meanings" until finally paying for these illusory "meanings". Various logos have therefore become the most conspicuous totems - you may not be able to pronounce their standard pronunciation, but under the education of advertising, you must understand that it comes from Which country represents which type of product? Does it symbolize classicism or modernity? The fast-moving consumer goods industry and the fashion industry are most keen on shaping logos. The former requires horizontal carpet bombing to create brand illusions, while the latter requires vertical high-end value creation to extract high-end products. Added value. What is a more technical means of consumer manipulation than logo worship? All kinds of pattern control. IKEA must let you walk around inside for dozens of minutes because they believe you can't resist the temptation of the product. They put the name of the product It's designed to be awkward and awkward because it wants to sever the emotional connection between you and the furniture - so that you can discard it like worn out shoes and ensure that there is no psychological burden when buying a replacement from the catalog. Windows is not upgraded every few years. We have this demand, but hardware manufacturers and supporting software manufacturers need to make money. Without upgrades, the report data of "WINTEL" and PC manufacturers will not be so beautiful. You can choose not to upgrade, but the cost will be incompatibility and inability to use - MSN This is how it works. You can play many online games for free forever, but you must continue to purchase props. Your ability in the virtual "system" is linked to your financial ability in the real world, otherwise you will be in it forever. They are all newbies. You have known their control methods for a long time, but you just can't get rid of it. The Geek's God's Perspective No pattern planner in any industry can confuse us more than the geeks in the technology industry. Steve Jobs The three products starting with i have reshaped human audio-visual and communication habits, and Zuckerberg has allowed Facebook to have 500 million users in 7 years almost solely by his own efforts. They not only shaped the logo worship, they can also use The power of technology makes users sticky - therefore, people who are used to iPhone generally do not change their phones easily, and people who go to Facebook every day must update their status at any time, otherwise they will be like the unlucky guy on "The Social Network", because I forgot to change my "single" status and was scolded by my girlfriend. In the era of logo worship, we were just beguiled to consume products. But in the era of geek rule, we were beguiled to embed them into products. It's not just you. Use technology, and technology is also playing with you. Internet expert Jaylen Lanier predicted that humans will eventually become some kind of peripheral plug-in for computers, whose function is to help the latter perceive the external world more effectively. Behind the control of technology are the He is a pattern designer who is like a "prophet". People who don't like the iPhone can cite a hundred shortcomings, such as the inability to remove the battery, excessive power consumption, and "death grip"... For those who like the iPhone, one reason is enough, because It is an Apple product. Everyone knows that behind Apple stands the perfectionist Steve Jobs. Jobs alone decides software, hardware, system design, applications, peripherals, advertising plans and product design, and never believes in it.

Any business suggestions from users. There are two examples: When designing the Macintosh computer case, Jobs deliberately designed it to make it difficult for ordinary consumers to disassemble, because he did not want customers to modify anything inside. On the issue of open systems On the topic, John Sculley said: "Jobs believed that if you open up the system, people will make small changes on their own, and these modifications are a compromise on the user experience, and he will not deliver a system that he does not want to provide. User experience.” That’s right, Jobs looked down on all living beings like God, and then told users, just like my product, don’t ask why. The “Brave New World” of Digital Survival What will we get if we let technical perfectionists take care of everything? Happiness? Apple gives us white headphone cables, smooth multi-touch, simple design, user-friendly experiences and endless applications; Facebook gives us the right to interact with hundreds of millions of people and countless Social games, unobstructed FB account; Microsoft allows you to do whatever you want on one platform, gaming, surfing the Internet, writing and watching movies. It looks great, what’s the problem? Aldous Huxley’s "Beautiful New" The prosperous scene described in "The World" can give us some inspiration: people are taking care of everything - they don't have to worry about food and clothing, and enjoy the most comfortable life. After get off work every day, they can take private supersonic planes to travel around the world for vacation. Economical Prosperity and enjoyment of life have become the only philosophical concepts of the entire society. It looks beautiful, but the only problem is that everyone is "happy". While being blessed with happiness, there is an additional price - there is no art, poetry in this world, There is no Shakespeare. Like "Brave New World", the biggest problem of Apple, Facebook and Microsoft is closure - not business closure, but closure in operating rules. In Apple's world, you don't know how many people are there every day Programs are removed from the App Store and blocked - Apple is the maker and enforcer of the laws of this "world", and you have no right to interfere. In Facebook, a kingdom with more than 500 million users, all the rules are Zuckerberg's The price is set, so the price for us to use this website for free is "being advertised", because our privacy is a commodity, and Zuckerberg's attitude towards personal privacy, as a Facebook employee said, "Personal privacy? Zuckerberg I don’t believe this thing exists at all!” Microsoft is a huge trust. It has established a set of its own standards to compete with open standards. The price for disobeying it is incompatibility. But we still flock to it because we are too lazy to think and think they They are all good - more importantly, we think they are "cool". If we don't use them, we will be out. In this era of digital survival, have you ever thought about what you want? From the movie "Mahjong" People say: "No one in this world knows what they want, they just wait for others to tell them." The "savages" in "Brave New World" said: "I don't need comfort. I need God. We need poetry, we need real danger, we need freedom, we need goodness, we need evil."