Apple and Hip Consumerism. The First Thing We Ask is: What Do We Want People to Feel?

      Аннотация: There really is no escaping Apple news these days, whether you are accustomed to consuming tech news or not. Once the underdog of the tech world with the infamous 1997 motto Think different ingrained in their products and actions, Apple Inc. has long surpassed this phase and is now nothing less than the big corporation they once so reviled. From the brink of death in 1997 to becoming the worlds’ most valuable company was Apple’s greatest achievement since the ouster of Steve Jobs and his return at the end of the nineties. Who buys its products and how is the incentive created? What makes Apple a hip consumer company? How did it impact popular culture? These will be focus points in this work.

Ключевые слова: Apple, Consumerism, iPhone, iPod, MAC, Hip Consumerism, Englische Literaturwissenschaft