Apple as a Religion Not sure if the author of the following article was trying to be funny --ironic- at the end, or dead serious. In any case, the conclusion is that Apple is not a religion despite what a leading anthropologist may say. Trouble is that the writer uses criteria for a cult as the measuring stick to make a determination. But, and many secular journalists simply don't get it, while a cult is always ( or almost always ) a religion, a religion may not be a cult at all. There is a world of difference between, say, the Catholic Church or the Southern Baptist Convention and the People's Temple that ended ingloriously at Jonestown. What most people think of when they use the word "religion" is an established "church " ( which may actually be Buddhist or Jewish ) in which there are revered institutions, in which people make extensive use of these institutions, which is an influence in the wider society, and which is non-coercive ( this disqualifies Islam except for some Sufis ). There also are scriptures, but in new religions, like Christianity when it was new, there may be uncertainty about which documents should be in the canon. Still, some faiths do not have scriptures, or only have nominal doctrinal texts since the real action is to be found in oral tradition and current practices. This is true for central Asian Shamanism, for example, and in Voudoun and its African prototype. Apple, it can be argued, is sort of halfway between these models, with the recent Walter Isaacson biography serving as a sort of Gospel of Mark awaiting the writing of newer gospels in the future. So far there are no other gospels, but these things take time... A religion may well --actually, always does-- protect itself from heresy. Hence, as a Google entry points out, "in 2005, Jobs banned all books published by John Wiley & Sons from Apple Stores in response to their publishing an unauthorized biography." So there is that, also. To the extent that Apple is a religion it is similar to Amway, another corporate entity that has often been compared to a religion. And Amway almost had its very own Constantine, in the years that Reagan was president, someone who is on public record as saying that if he was not the president the logic of Amway promotions was such --so convincing to him-- that he would have no other choice then to become an Amway salesman. About which, Obama might have risen to similar status except that, as in much else, he dropped that ball despite the pleadings of Steve Jobs. But you can't have two saviors at the same time, and probably Obama understood this principle. And Jobs was too egotistical to play the role that Obama could have accepted for him, that of John the Baptist to Obama's "Christ." We could go on and on about this, the many parallels between Apple and a religion ( not a cult ), but the point has been made. However, is there are real doubt ? How many Apple users do you need to know, to viscerally grasp the fact that these people are not like you or me ? They believe. They worship. They adore. They are totally persuaded of a dogma and a creed. And so far all of the prophecies about new Apple products have all proven true. How many more miracles does anyone need ? Billy ======================================== Anthropologist 'confirms' Apple is a religion Summary: Worship me, for I am Apple. () By _Charlie Osborne_ (http://www.zdnet.com/meet-the-team/uk/charlie.osborne/) for _iGeneration_ (http://www.zdnet.com/blog/igeneration/) | October 25, 2012
Think religion, think ritual: history, perhaps sacred writings, proscribed sets of moral laws, and potentially a sacrifice or two. There are plenty of organizations and cultures around the world that claim they adhere to a certain set of beliefs, but could adoration and a cult following for a technology firm be the next step? The University of British Columbia's Dr. Kirsten Bell believes that much of the aforementioned applies to Apple. After observing launch videos, and recently attending the iPad mini launch for _TechNewsDaily_ (http://www.csmonitor.com/Innovation/Latest-News-Wires/2012/1023/Is-Apple-fandom-a-religion-vi deo) , the social anthropologist said that _Mac fandom_ (http://www.zdnet.com/blog/igeneration/bbc-why-fans-are-so-devoted-to-apple/10072) has some strikingly similar parallels between a religion or cult status: A stranger observing one of the launches could probably be forgiven for thinking they had stumbled into a religious revival meeting. Before _specializing in the biomedical field_ (http://www.anth.ubc.ca/people/faculty-and-research-associates/kirsten-bell.html) , the research fellow conducted fieldwork on new religious movements in South Korea until 2005. Based on this experience, Bell believes that Apple is "littered with sacred symbols" -- most notably, the iconic Apple logo. (Ironically, some believe the _bitten Apple is "anti-Christian"_ (http://www.forbes.com/sites/timworstall/2012/10/11/is-the-apple-logo-blasphemous-depends-upon-your-definition-of -blasphemy/) ). It's not like any other firm uses a logo for representation, or goes through the revamp process to stay modern and recognizable. Oh, no. There are a number of theories surrounding what makes a religion, and what separates 'cults' from the former revered nametag. For the sake of argument, in anthropological terms, these suggested principles of a "cult" are worth keeping in mind: 1. A charismatic leader who increasingly becomes an object of worship as the general principles that may have originally sustained the group lose their power; 2. A process which may include coercive persuasion or thought reform; 3. Economic, sexual, and other exploitation of group members by the leader and rulers. So, what does Bell say? And are Apple fanboys really 'cultish'? Point 1: "A charismatic leader who increasingly becomes an object of worship as the general principles that may have originally sustained the group lose their power." A crucial component in structured religious organizations, from Christianity to Scientology, a charismatic leader is necessary to preach a point or sway a crowd. Where do these leaders come from in Apple? Bell's answer is simple. During keynote speeches, each Apple executive "addresses the audience to reawaken and renew their faith in the core message and tenets of the brand [or] religion". Feel free to also compare the creation myths of Christianity and Babylon to the founding of Apple and Steve Jobs, but anthropologist to anthropologist, I'm fairly sure that's called "public relations," -- I'm sure you know, where one tries to make consumers and businesses alike excited about a product or service a company is promoting, in order to make money or gain decent press exposure. If your fans are passionate, great. It'll mean they _may not be so angry_ (http://www.zdnet.com/im-furious-i-bought-an-ipad-3-are-you-7000006351/) about spending hundreds of dollars on an iPad made obsolete just over half a year later. I'm also yet to see a loss in power from Apple itself. The technology giant is one of the most popular and powerful technology companies on the planet, and in spite of its founder's death, the firm shows no signs of slowing down without such an iconic figurehead. It's only in the moment an Apple executive asks the crowd to bow and send their prayers to an iPhone that I will begin to worry. Point 2: "A process which may include coercive persuasion or thought reform." Apple traditionally does not broadcast its launches live -- although its _latest media event_ (http://www.zdnet.com/apple-ipad-mini-winners-and-losers-7000006089/) was available on the company's website -- though this anomaly in practice also came under scrutiny from Bell. "Like many Sacred Ceremonies, the Apple Product Launch cannot be broadcast live," she wrote. "The Scribes [and] tech journalists act as Witness, testifying to the wonders they behold via live blog feeds." Ah, a wonderful new shiny has been released, time to empty the bank account and remortgage the house. Sorry honey, Apple told me to do it. It's morally the right thing to do. "Sacred ceremony" aside, the point of product launches is promotion -- to show a product in its best light -- make consumers aware of its existence, and entice people to prise open their wallets. If this is a "wonder to behold", then naturally people are going to want to buy it. Apple doesn't coerce their customers, or fill their heads with brain-washing thoughts. Wait until the iPhone and iPad maker has their own floating version of Scientology's _Sea Org_ (http://en.wikipedia.org/wiki/Sea_Org) used as a religious retreat. Until then, the jury's out on the wonders of the iPad manipulating the general public. Point 3: "Economic, sexual, and other exploitation of group members by the leader and the rulers" Sexual exploitation is out of the running here, so let's take a look at the economics of a so-called "cult". Scientology lets you increase your 'thetan' (or 'god') level by contributions to the organization, the Church once ruled and taxed with an iron fist, and Apple wants you to buy its products. What's the difference? Apple is a business. It's sole purpose is to make money. It promises you a product and level of service, nothing more. If you don't buy the new iPhone, your firstborn son won't be taken -- relax. If Apple releases a subpar product, consumers will knock it off the tech pedestal. Nokia used to be the _'king of the cellphone'_ (http://www.zdnet.com/blog/btl/who-falls-first-rim-or-nokia/76291) , but as it failed to keep up with the expanding smartphone market, rivals Apple and Google exploited the market weakness. It's feasible that if Apple failed to keep up with consumer trends and its popularity waned, fewer people would buy its products. That's business 101, and consumers would find a new darling of the tech world. But what other factors are there to consider if you try to compare a technology firm to a religion or cult? Although Bell says the comparison is "superficial" as religion has a different purpose to business, where one tries to explain life's questions and another tries to make money (I guess Scientology's out then, 'thetans' and all...) Bell observes that Apple is more than just about selling a smartphone or tablet: "They are selling something more than a product. When you look at the way they advertise their product, it's really about a more connected life." Sounds familiar? Nokia is involved in "connecting people" too, and Cisco talks about the "power of the network." JRC says, "you don't need wires to communicate," and perhaps you could go so far as saying that Dynamic Systems' mantra that, "strength on your side" is bordering on divine intervention. Apple is not a religion. It has a loyal following as a company, and it is both the technology industry and the fan base which adds a level of reverence to Apple events -- not because we're hanging on every word that passes the lips of an Apple spokesman -- but likely and simply because the products are cool. The tech industry likes them, consumers like them, and every move Apple makes can seriously impact and change the industry as a whole. -- Centroids: The Center of the Radical Centrist Community <[email protected]> Google Group: http://groups.google.com/group/RadicalCentrism Radical Centrism website and blog: http://RadicalCentrism.org
