As I am starting to embrace Apple’s products and a technology marketing observer I find this very interesting.
- a creation myth highlighting the counter-cultural origin and emergence of the Apple Mac as a transformative moment;
- a hero myth presenting the Mac and its founder Jobs as saving its users from the corporate domination of the PC world;
- a satanic myth that presents Bill Gates as the enemy of Mac loyalists;
- and, finally, a resurrection myth of Jobs returning to save the failing company…
The last one is not a myth and is actually a fact and is helping the users to experience computing at a level far above the other equivalent products.
The Varieties of Religious Experience: How Apple Stays Divine
The Atlantic, JUL 23 2010