Modern interiors usually get scrutinized for their ‘cold’ and ‘simple’ design and these type of spaces sometimes feature products by Apple, e.g. The Apple Mac (see figure 10). But have leading designers Apple now cracked the case by defining their own rules of good taste (forming its desirability)…
As Apple is constantly improving it’s products it appears that they are trying to provide the most advanced form of technology available today. It may appear that Apple has created their own rules of taste as their products appear to be desired by many. The ever-developing products which Apple design, appear to make the customers feel like it’s essential to have the newest and most up to date products. It was suggested by Bilton (2014) in the panorama ‘Apple’s Broken Promises’ (see video 3 for full panorama) that hundreds of people wait day and night for Apple’s new products such as: the iPhone 6 (see figure 10). This shows that Apple has effected our tastes to an extent that it seems we can’t live without it and we need to have it. It becomes part of our daily life and used within our interior spaces. It has been made to commercially suit everyone. In the future examples of this could include Apple integrating into interior furniture impacting our interior spaces even more. When a demand like this happens, this shows that Apple has moulded the customer’s taste. Lest we forget the inevitable expensive price tag because of the ‘advanced’ nature of their products.
It was suggested by Apple that: “the iPhone 6 isn’t simply bigger, its better in every way” (Anon 14, 2015). This shows that Apple will constantly try to improve their design and will always strive to be better and better. The desirability to have the best Apple product could subsequently develop the feeling of elitism because the customer has purchased the ‘best’ product around. The desirability of Apple could be forming the customer’s taste, making them feel like they have good taste. Although because of the advanced nature of this product, are the ethical elements being breached? Are Apple being distasteful in how they create the design through their workforce?
At Apple, their principles of design that has been shamed upon with it’s cold and thoughtless reaction to workers in the panorama (see video 3 for full panorama) ‘Apple’s broken Promises’: “Apple operates heartless factories” (Bilton, 2014) which suggests their products are driven by their workers being treated unethically. The association with this and Apple may deter customers buying the product as their design ethic is bad taste.
Hodgkins (2014) suggests that Apple is the most valuable brand in the world which shows the importance of the brand, suggesting that it helps us and is useful. It appears to have effected our preference to technology as we only have to walk down the street and everywhere you look there are people with Apple products in their hands.
It appears that Apple can be seen as distasteful to some, the appearance of Apple is very modern and simple which divides people’s opinions (same applies in interior spaces, where some clients like the more traditional designs). It was suggested that Apple have merged both good design and minimalism so that most people assume those two things are the same but they’re not. (Anon 15, 2012) This suggests that we may have been unconsciously ‘fooled’ that Apple is good taste when it isn’t and good taste should not always be associated with Apple’s design. This shows that Apple designs cannot appeal to all tastes.
Another element is that the demand of Apple can essentially deter people which do not want to be the same as everyone else and therefore opt for the Android phones instead (see figure 11).
Apple are bringing out more and more pricey advanced technology. Will this give us the idea that the more expensive something is then the more likely it will be good taste? And does this mean that the price will form someone’s taste? It appears that when something is less affordable it’s demand increases: “the anticipation of buying that makes us truly happy” (Thompson, 2013). This is a trap we have all consciously/unconsciously fallen in to. Apple could be continuously brainwashing us into thinking this is the taste we desire and the price we are prepared to pay.
Figure 12: (Anon 16, no date)
In the panorama ‘Apple’s Broken Promises’ (see video 3 for full panorama) it was suggested that Apple’s customers are an elite group of people: “Faithful have gathered” (Bilton, 2014) suggesting that you feel like you are followers more than customers. Apple appears to be obsessing over tastes and influencing tastes, even one customer suggested that “only cool people use Apple” (Bilton, 2014) implying that only people with good taste use Apple products, looking down at others which don’t. Apple appears to be seen as a fashionable product: “People around the globe want to be seen using apple” (Bilton, 2014). It seems that we take a sheep-like role, and have given in to the Apple brand. It appears to be harder for other companies to compete and cause such an impact on taste as Apple has clearly effected millions of tastes and is continuing to do so.
Video 3: http://www.bbc.co.uk/programmes/b04vs348 (2014)
Who knows, the debatable element that Apple have ‘their own rules of taste’ may stretch to more design fields including interior design.