First in Line

What does an Apple advertisement campaign tell us about the changing nature of work?


They fill the sidewalks with tents and sleeping bags, transforming once pristine city blocks with their very presence, sharing thermoses of coffee and small hot meals.

They don’t care about the evening chill, or the stares of passerby, or the police. And the police don’t care about them. Because on that bright morning when the Apple store opens, they’ll roll up their blankets, strike their tents, and go home with a shiny new iPhone 5, as happy as clams and just as stupid.

To liberals of the nineties, Bill Gates was the symbol of both wealth and malevolence incarnate. Not only was he the richest man in the world, but his monolithic and monopolistic enterprise was based on a mediocre product with built in buggy obsolescence. He didn’t innovate; instead he partnered with IBM, purchased DOS, and then exploited both. And through ruthless business savvy, the narrative goes, Microsoft strong-armed the market despite a middling product, terrible customer service, and ruthless cost cutting.

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