Computer Support Blog

Late last year, New York City’s beautiful Grand Central saw the opening of Apple’s latest retail store. By noon on opening day, the store had already gotten more than four thousand visitors, according to The Wall Street Journal. Even before then, over two thousand people waited in line in anticipation of the opening. The phenomenon of long lines outside Apple stores is nothing new; however, it is surprising to see a few thousand people await the opening of a mere store, as opposed to the debut of a new product. After all, beautiful as the architecture of this particular store may be, it still lacks any new Apple products—no sneak peeks, no iPhone 5, no iPad 3, no major announcements about tech support upgrades, nothing of the sorts whatsoever.

Still, even when it comes to the debut of a new product, there seems to be something irrational and odd about the notion of waiting in line for a few days to purchase a product that you can pick up a day later by casually strolling into a pleasant, crowd-free store. So why do people do it? What’s behind the Cult of the Apple?

There is no doubt that the fact that Apple products seemingly require less computer repair work and are less susceptible to Internet security threats has been an influential factor in building the company’s strong following. However—and as controversial as this claim may be—the reason behind the powerful and expansive rise of Apple consumerism has little to do with the products’ durability and impressive capabilities. What makes Apple products so attractive to consumers is their cultural status, their role in forming social identity.

The sociological phenomenon that explains this trend is by no means new or exclusive to Apple products. People and nations throughout history have tried to define other social groups as the “other” in order to discover an identity of their own as the “norm.” In this mercantile setting, Apple users identify those who are not Apple users as the “others,” those who are less hip, less cool, less tech savvy, less rebellious. In doing so, the people who stand in line awaiting the unveiling of the new iPhone, for example, can feel a sense of belonging to an elite social group.

If you’re wondering how the Cult of Apple is any different from Pottermania, for example, then consider the different ways in which people interact with the Harry Potter books and Apple products. Apple merchandise are dynamic products that allow users to form a unique identity by using them, whereas music and books are somewhat static products. People who waited in line for days to get the latest Harry Potter, did so to read, to experience the novel’s content (though of course there was still some element of identity-formation there). When people stand in line to get a new iPhone, whether they know it or not, they are not attracted by the content, but by the ability to express their identities by using the device, over and over, with every app, with every public appearance.

In the end, it’s not just about the technology; and it’s not merely about social identity— Apple’s success is the result of a complex array of reasons. The next blog (on January 6th) in this series will explore the second component of Apple’s success.

About RESCUECOM:

RESCUECOM provides computer repair and computer support, 24/7: Meeting every tech support need including data recovery, virus removal, networking, wireless services, and computer support for all brands of hardware and software. For computer support or information on products, services, or computer repair, visit https://www.rescuecom.com or call 1-800-RESCUE-PC.

For More Information, Contact:

David Milman, CEO

315-882-1100

david@rescuecom.com

Filed under: business, Computer Support, Internet, Internet Security, rescuecom, tech support, tips