“In Apple’s 2002 ‘Window’ ad, however, the active presence of a user suggests the integration of the self, the body, and the machine — a rhetorical move signifying computer and user as an integrated unit,” Robinson writes. “The metaphor suggests that computers are not to be viewed as outside threats, but as intimate and integrated extensions of our own human faculties.”
Robinson writes, “In the ad, a man is looking at himself just as much as he is looking at the impish machine. This recalls the Greek Narcissus myth where the young man is transfixed by his own reflection in the pool of water but does not recognize the reflection as himself.”
Further fuckery here.
MacDailyNews Take: While we do love summer so, twaddle like this makes us pine for autumn and the real Apple news it promises to deliver.
[Thanks to MacDailyNews Reader "CognativeDisonance" for the heads up.]