Steve Jobs was, as far as I know, the first CEO who was enough of an egomaniac to call big press conferences to announce a new device that his company had produced – even if that device was, many times, just the latest version.
Now, press conferences to announce new toys or versions of electronic toys or versions of softwares are de rigueur, and reporters and “enthusiasts” (people whose lives revolve around having the latest iPhone or whatever) flock to them like kids to ice cream trucks on a hot day. We still have press conferences for Apple, but also Samsung, Facebook, and a host of other companies who have CEOs anxious to play the court jester. I think they all want to stick their success in the faces of the jocks who kicked their asses in high school and the girls who made barfing sounds when they asked them out.
Yes, these press conferences are attended by throngs of reporters because the release of a new device version is what, today, passes for news. In between a few reports of shootings in east Oakland, this weeks big party parade across San Francisco, traffic reports, and horse-race political reporting, there is always “news” of some company releasing an iblender4.3, or something. “Apple announced, at its big event today, that iPhones will now be available in blue.” Very exciting news.
What really gets me about these press conferences is that they are purely for the purposes of publicity, and the media are complicit in the scheme. Every tech-head nerd-geek knows better than to take what is said at these release orgies too seriously. Anyone with more sense than dollars waits to hear from the reviewers who take the thing back to the office and work it over like Muhammad Ali beating up on Cleveland Williams. That’s why we hear so quickly about defects with things like map apps.
But this is our new church. We, or our representatives, sit in the pews, waiting and hoping for a glimpse of our savior – whoever is the latest to promise us safe passage into heaven… or to heavenly FaceSpaceTumbling and Twitstagramming, anyway.
I have an iPhone. It’s kind of a nice thing to have. I use the map a lot – that’s really what I bought it for. My iPhone is something like two years old. It still works well enough. I also have a hammer and a pair of vice-grips that I like. They’re all pretty useful tools.
Tom Rossi is a commentator on politics and social issues. He is a Ph.D. student in International Sustainable Development, concentrating in natural resource and economic policy. Tom greatly enjoys a hearty debate, especially over a hearty pint of Guinness.