Apple as a Driver of Individualism Ideology

In today’s world, nothing is valued more than individuality and distinctiveness. It’s not enough to simply excel at something — what truly matters is doing something that no one else can replicate. This principle shapes human behavior in society, not only in personal life but also as a business model (e.g., Instagram strategies, reels, and account promotion techniques).

Yet, it is difficult for individuals to completely avoid comparisons, as human beings naturally measure themselves against others. However, technology occupies a unique space. Unlike natural objects, technological products possess a strong individuality, not having relationships outside their functions. You can compare a fan to an air conditioner, but even so, each retains its distinct identity, even in terms of functionality. The concept of "kinship" between technological devices seems almost unnatural.

Apple The Exchange TRX to welcome its first customers this Saturday, June 22, in Kuala Lumpur. Photo: Apple Newsroom.

Apple is frequently criticized for what some see as excessive commercialization, with detractors often pointing to the variety of chargers and ports required for different iPhone models. But is this merely a business strategy aimed at increasing profits? In reality, Apple is not just focused on revenue but also reflects a broader "formula for success" that resonates with modern individuals: each object must be one of a kind, embodying maximum uniqueness. For instance, a charger for the iPhone 15 must work only with that specific model, and certainly not with any other device that isn’t an iPhone. Apple, in this way, mirrors the zeitgeist of contemporary Western culture, transferring to the world of technology the principle that individuality is of the absolute value.

Yet, two critical details are overlooked in this logic.

First, in an era where mechanisms and devices are no longer rare or extraordinary, but rather commonplace, this emphasis on individuality in technology is misplaced. Just as unrestrained anger, no matter how justified, can cloud judgment in fair human affairs, an overemphasis on uniqueness can obscure practical functionality in the technological realm.

Second, in the world of machines, individuality is constrained by function and loses its significance outside that context. By contrast, in the human world, individuality is an ideal, a reflection of personal freedom. Culturally, individuality equates to personhood, underscoring the belief that each person is inherently unique and irreplaceable.

In this sense, while Apple effectively captures the spirit of the times, transferring the value of individualism to technology, it also risks ignoring the practical limitations of this philosophy in a field where, unlike in human culture, functionality should take precedence over the pursuit of uniqueness.

Next-generation Photographic Styles provide different moods, including a Dramatic B&W option that looks great in the studio or with outdoor photography. Photo: Apple Newsroom.