As much as those in political power claim to want to provide opportunities of wealth and prosperity to those who do not have, the world is more divided than ever, and Apple shares in that segregation of the haves and have nots. That’s one way to look at it.
The Aspirational Brand
Across the board, Apple’s products are premium brands which usually command a higher price tag than competing products.
Run down the line of products and what do you see? Mac, iPhone, iPad, iTunes, Apple TV, Apple Stores. Premium priced premium products; the highly cultivated walled garden Disney World of technology gadgets.
Meanwhile, the rest of the world gets by with various and sundry products of nominal value and worth, with lower prices, all of which, when compared to Apple’s premium brands, further segregates humanity.
Truly, Apple is the premium brand for those who can afford premium products. The Mac may have started life as ‘the computer for the rest of us‘ but that better describes Windows PC and Android smartphones than it does Apple.
Economically, socially, and technologically, the world is a highly divided place, one where the new age Golden Rule applies. Those with the gold get to make the rules and rule over everyone else.
That’s one way to look at it.
While Apple may perpetuate humankind’s divisions, it is not the cause. Instead, Apple has become an aspirational brand for the masses; the technology brand that those with lesser means aspire to own.
Aspirational branding is not new. We see it with clothing, furniture, housing, food, jewelry, automobiles, education, and travel. The great unwashed masses of humanity aspire to something better. Can one argue that Apple’s premium products further segregate humankind?
Yes. But so what? Humans are diverse creatures who thrive on hope and aspire to a more enjoyable future. That’s what Apple provides.