Apple Co-opts Art and Religion to Represent and Market its Cause.

THE LOS ANGELES TIMES
By Brett Robinson

BBC superbrands documentary included Apple's religious connection

Links between religion and art and the promise of technology are frequently revealed in the company's advertising campaigns. As Apple's new ad proclaims, "We spend a lot of time on a few great things. Until every idea we touch enhances each life it touches." The spirit of the new Apple ad campaign suggests something troubling about life in the technological age. By mediating sublime experiences of romance, natural beauty and art with digital devices, we alter our relationship to the real. Our new tools of perception substitute electronic eyes and ears for our own senses. As a result, our sense of the world around us, including what is sacred, has changed. Brett Robinson is the author of "Appletopia: Media Technology and the Religious Imagination of Steve Jobs." [link]