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You can’t win in the technology it seems; you’re either pandering to the populous or you’re too exclusive. Apple has fallen into the latter of these categories with their antisocial technology which is based more on the lifestyle of the user than technical specifications; Steve Jobs was incredibly successful in adding a creative, personal feel to technology which for so long had just been objects. Being at the forefront of touch-screen technology enabled Apple to work on the emotions of its customers; touching is a much more intimate form of control, and by encouraging its users to form an emotional reaction with the product they will spring to its defence.

There are a lot of things to like about Apple if you’re the right kind of person. They’re user-friendly with a distinctive style and are perfect for those in creative roles; but the fact that they are so exclusive and expensive not only draws admiration from the media elite but hatred from the many people that Apple does not feel it’s worthwhile marketing to. It’s hard to ignore the obvious, that people love the little guy and hate the big guy to win – that’s one of the things that made Apple so appealing in the first place as they struggled to compete with Microsoft. But nowadays it has worked against them, making them seem elitist and alienating; they are no longer the little guys and the pride that once made them seem so endearing has turned into cockiness.

Apple have worked for years making simple, user-friendly machines which become extensions of our personalities, but making their products almost completely incompatible with any other brand’s and their increased hostility toward any companies which threaten to take over has lead to some embarrassment on the part of even the most fervent Apple fanboys. There was a time when Apple was revolutionary for the technology industry, bringing Angry Birds and Winagames Australia into the pockets and bags of millions, but now they seem to spend more time stunting the growth of rival companies with litigations than innovating.

Those who like technology are quick to dismiss Apple products as being far too expensive for what they are, and it’s hard to argue when they feel and act so much like toys. But they sell well, and encourage huge amounts of brand support; Microsoft have created good technology at affordable prices, but no one loves them – therefore no one hates them. The hyperbole of Apple’s marketing strategy, their willingness to insist that they have the best, fastest, most exclusive product gains as much hatred as it does fandom. But as Lady Gaga has taught us, there’s no such thing as bad publicity – as long as Apple products get people so riled up, they’ll keep selling well.