The Mac Myth
A Review of
Appletopia: Media Technology and the Religious Imagination of Steve Jobs
Reviewed by Adam P. Newton
Apple. Macintosh. Steve Jobs. iAnything. You’d have to be raising barns deep in Amish country, paddling the depths of the Amazon River Basin, or living on a far-flung Pacific island to not be familiar with the products made by the Apple brand. Even if you don’t use that technology, you probably have a very specific opinion about why you’ve never adopted any of those devices. I have hacker IT friends who only operate off undiluted Linux kernels, and even those folks have an iPhone or use iTunes for their digital music. And if you especially love Mac products, you’re lucky if detractors will let you off the hook by merely calling you a “fanboy” – the unlucky get told they’re members of a cult.
With his investigation into the religious ideas and philosophies that powered the big-picture worldview and day-to-day operations of Steve Jobs, Brett T. Robinson examines the life of this powerful innovator, inventor, and technological prophet. Appletopia serves as a pleasant though occasionally superficial discussion of how Jobs integrated artistic ideals into scientific exploration and marketing savvy to create a pop culture “event” in a world that’s become quite jaded toward larger meta-stories.