Tag Archives: ipad

Later this year I’m expecting to present a paper at the McLuhan 100 Conference in Toronto. The topic of my paper is on the increasing invisibility of technology despite the increased proliferation of ‘digital rhetoric’ and ‘digital culture.’ 

This ad from Apple proves my point even further … the one I’ve been making for a few months now that Apple’s market share didn’t increase because they make better stuff but because they have a command of invisibility and have built their stuff to be invisible.

This is worth repeating. It’s in Apple’s DNA that technology is not enough. It’s tech married with the liberal arts and the humanities. Nowhere is that more true than in the post-PC products. Our competitors are looking at this like it’s the next PC market. That is not the right approach to this. These are post-PC devices that need to be easier to use than a PC, more intuitive. The hardware and software need to intertwine more than they do on a PC. We think we’re on the right path with this.

Steve Jobs, CEO Apple Inc.
(iPad 2 announcement, March 2, 2011)

Invisible Technology

For some time now I’ve been arguing that (media) technologies are becoming increasingly invisible. On the surface this might seem counter intuitive given the current global obsession with defining and thus creating a ‘digital future’ but I still think it’s true.

Take for instance the fortunes of the fastest growing segments of the technology market: mobile devices (I hasten to call them ‘phones’) and (mobile) computers. Most of the worlds largest manufacturers of these hardware spend and make billions on selling objects not because of the objects themselves but because of how well these objects will connect us with our ‘digital stuff.’ 

Apple recognized long ago that content is king and, it seems, so too now does everyone else. Samsung, Motorola, RIM and many others have started to recognize that it’s not the box that people are buying (i.e. the physical technology) but a gateway to the content they want. And they expect that the content they want will work when they want it, where, and how.

You can see this in the ad posted below. You can also see this in a few seemingly inevitable imperatives built in to most new technology offerings: there is a presumed dominance of convergence over specialization; content is built to be platform independent so proprietary standards, though remarkably too common, are less well respected over free flow platform independence; integration across technology offerings must appear seamless or else the technology fails (in a market sense).

People don’t flock to new devices because they are new, they do so because of the promise of greater, smoother, sleeker access to their (digital) stuff and the technology, the box itself, grows increasingly invisible.

One need only look to cloud computers, Internet protocols, the weeding out of codecs, the number of inputs on flat screen TVs (which are rarely JUST or EVEN for TV anymore), to realize that people want what they want and the technology they choose to access it, as it becomes integrated into their lives and seems indispensable, is virtually irrelevant; invisible.

How did Apple grow its market share so much and so well? Because they recognized earlier than most that content integration and ease of use is where the money is. Good technology is not about sophistication of the object but about the closest replication of ‘perfect analog’ experiences as possible.