The Driver of Convergence – it’s Apple

apple-logo-rob-janoff-01So we know that Steve Job’s multi-billion dollar company ‘Apple’ has a ridiculously large amount of consumers worldwide, and any one of these consumers could tell you that Apple has a knack for making substantial alternations to new and upcoming products. Such modifications include the removal of the ear phone jack from the iPhone 7 and USB ports from the new MacBook Pro. These alterations, and I speak from experience, have also been known to cause a considerable amount of controversy amongst this global audience for its inconvenience, often forcing consumers into buying additional adaptors to perform the same functions as their previous devices. Why? The answer is simple.


Eventually, Apple plan to eradicate forms of transfer and download such as the USB system in order to make way for more efficient and high-capacity technologies that perform similar functions. Starting with this new laptop that we are told is “built on groundbreaking ideas”, is the beginning of yet another major convergence in the digital world. In doing this, Apple, as the original force that lead the way to a multi-purpose device which combined the mp3 player, GPS and conventional telephone, is challenging the rest of the digital world to keep up.

But the adaptors! The expense! Why do we keep going back for more? The answer is simple.


Challenging existing technologies and altering their operations to consistently attempt to improve them is exciting. No matter how inconvenient this may be in meantime, I think that there is a fear instilled in us as consumers that we might be missing out on the ‘next big thing’. The world of media is ever changing, and it’s up to us to keep up with it.

Remember when Apple announced the release of the iPhone 7? I remember it discretely. I was sitting in my common room at school, and my classmates had become involved in an intimate conversation about when and how they planned on getting their hands on it. No research has been conducted into its features, capacity, colour – nothing. Each individual was already in possession of a perfectly good phone… but this was new, and they wanted it.

The iPhone 7 was supposed to “dramatically improve the most important aspects of the iPhone experience” with “the best performance and battery life ever in an iPhone”. Each model has continued to get better, faster, sharper (and undoubtedly more expensive), but sometimes I think to myself “will it ever stop?” I often wonder if there will be a point where a higher quality product simply cannot be constructed – a point where technology has finally reached its limits. But then I think back to when I believed that my hot pink iPod nano in year 7 was the coolest thing ever, and my answer to that question is: nah.

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