I wrote a short article and an accompanying visual essay titled “Made by Hand, Designed by Apple,” currently being featured on Henry Jenkins’s blog. This is a short introduction to a larger project I’m working on. Here’s an excerpt:
Over this past year, in my research of Apple’s marketing, I have watched hundreds of Apple’s ads and promotional videos extending back to the 1980s. For me, these most recent iPhone promotional videos were a surprising addition to this research, as they embody the purest and most potent distillation yet of a longstanding trend in Apple’s marketing. Apple’s marketing texts have long been preoccupied with constructing a certain aesthetic myth for the creation of Apple products. This mythical origin story at its essence taps into notions of vision, creativity, and genius while obscuring the devices’ real-world material origins as the product of concrete human labor.
Apple frequently releases “behind-the-scenes” promotional trailers for each of its major product launches. In Apple’s (widely-accepted) view of product creation, the valuable labor occurs in the realms of engineering, design, executive leadership, and software engineering. This is reflected in two significant patterns in the visual rhetoric of its behind-the-scenes videos: exclusive focus on automated robotic assembly processes, and animated visualizations of components spontaneously self-assembling against blank backgrounds. In the narrative framing constructed by these three rhetorical patterns, human labor at assembly factories like Foxconn is completely erased, written out of Apple’s corporate self-identity.
Head over to Henry Jenkins’s blog to read and watch the rest, including a visual essay by me. I’d love to hear what people think.