I know that this might sound crazy, but since Apple released the latest installment of the iPhone 5s and iOS 7 software, I’ve noticed my old and worn out iPhone 4S is starting to crap-out on me. I know I am not the only one; this isn’t by coincidence. Taking a rational look into this leads to the conclusion that the new software is making older models self-destruct. I think that it’s Apple’s way of telling me to take the hint and buy a new phone.
Of course, there are always the ‘other’ reasons why Apple wants me to believe that buying new their new product is better. Reasons like they have really cool things that the other apps and software updates don’t have, and of course fancy new colours for the new iPhone’s backs. But now I wonder if these things are really for the consumer’s benefit, or more of a forced choice. The New York Times noted that this maybe, “planned obsolescence” or an economic decision made to stimulate the economy. Putting artificial expiration dates on consumer products so people have to buy more, and buying things stimulates the economy.
“Planned obsolescence” goes back almost a hundred years. When the American automobile market began to be saturated. General Motors suggested model-year designs to convince car owners they needed to buy a replacement. The release of Apple products tends to coincide when upgrades come on the market. This must be an intentional business move on Apple’s part—especially, seeing as how they have a substantial chunk of the smartphone market cornered. If people’s iPhones worked forever, nobody would have to buy new ones. Even if, Apple selling us new products can be good for the economy, we must buy Apple because it is ‘new’! Is it right to consume under this premise?
This is not unlike how the fashion industry works – the entire mission of which is to render products “uncool” or “unhip” long before their durability wears out. Long-term functionality becomes secondary to social pressure. I acknowledge this every time I choose to shop at low cost and trend-driven stores. There’s a certain level of conformity that I embrace for social acceptance. I have to wear clothes, but can only chose from what’s provided. Effectively, always buying clothes that are “in” and forcing me into trends.
I admit, I still have certain articles of clothing that post-date their fashion heyday. If the clothes I buy today, aren’t fashionable next year, does it even really matter? Durability becomes irrelevant if it makes the clothes more expensive—there are always plenty more shirts to buy next year. But price verses durability is something that Apple considers too.
It almost makes sense that corporations like Apple would downgrade their product’s longevity, in exchange for an increase in profits, effectively making me buy a slightly more expensive and new device over re-investing in the same product. Apple had pretty much changed the way that we look at smartphones with the iPhone back in 2007. Their product was so “cool” that they could have intentionally downgraded it without fear of consumer backlash. Political theorist, Fredric Jameson states in Postmodernism or The Cultural Logic of Late Capitalism:
The illusion of choice, thereby proliferates the market.
Of course, I always maintain my “choice” in not continuing to buy Apple products. I don’t have to buy what everyone is wearing but I do if I want to be “cool”. This is much like how iPhone users who, potentially, aren’t willing to buy a whole new slew of apps. And inadvertently, create a network of friends who also use Apple’s free iMessage service. This creates a kind of brand loyalty not around free choice, but social pressure.
Even if, I acknowledge my indentured servitude, my choice is still being compromised. I don’t believe that there is a right way to render old products obsolete but the corporations themselves aren’t doing anything for me, but taking. Noam Chomsky uses terms like “inherent malice” of corporations like Apple, finding that they are “illegitimate” by not having my best interest in mind. Corporations, of course, are created to increase profit, not to serve the general welfare of individuals, or really care about consumers like me. The illusory nature of choice with Apple is compounded with whether or not I am then, choosing freely at all. If they don’t have my best interest at heart, why should I even care?
http://www.youtube.com/watch?v=e6RjJQlnJB0
Potentially, if they were to offer innovations that make upgrading a social necessity, I, in theory, would have to buy a new model because my friends have one. In the RAND Journal of Economics, Paul A. Grout and In-Uck Park, state, “As new products come onto the market with better attributes…if the attributes of the new product are sufficiently superior to those of a particular old model-type, then the owners of these model-types will be more likely to trade in both the high-quality as well as the poor-quality products.” Apple has attempted doing this before by adding the voice automated Siri. It wouldn’t have mattered to Apple if their phones started to break down at that point, because of the new essential features on current models. But I’m not sure I will feel obligated this time around. There is even less reason, if I proclaim my servitude as an act of choice. “I’m still buying Apple products, even if I know they’re pulling the wool over my eyes.” It almost sounds like evidence of Stockholm Syndrome.
In being aware of my choice to stay with Apple, I acknowledge all the axioms. Essentially, that’s sort of what the unreadable Terms & Conditions are there for. (A sort of forced admission of defeat.) My fear is that my peers and I are already brainwashed. New cultural tastes have already begun to shift to make the old stuff, like my iPhone 4S look “uncool”, furthering the illusion of choice and freedom in the market. Unfortunately, this is already evident in the growing trend of iPhone 5S’ colors. The only real choice I have left as a consumer is when will I download and install iOS 7.0.4 or buy an iPhone 5S. Or, if I will at all!
But this is much like throwing-away a pair of worn-out/outdated jeans; eventually, I might just feel like I am going to have to do it. Regardless of if I really want to or not.
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