Daily Archives: March 6, 2011

Obsessiveness rules OK

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This morning’s Observer column.

While all this was going on, Apple and Microsoft were squabbling about capital letters. A while back, Apple attempted to trademark the phrase “App Store” – the name of its online store of downloadable programs. Microsoft objected, arguing that the term was too “generic”. (This from the company whose main products are Windows, Word, Office and Excel.) On Monday last, Apple struck back. “Having itself faced a decades-long genericness [sic] challenge to its claimed Windows mark,” it sniffed in a court filing, “Microsoft should be well aware that the focus in evaluating genericness is on the mark as a whole and requires a fact-intensive assessment of the primary significance of the term to a substantial majority of the relevant public.

“Yet, Microsoft, missing the forest for the trees, does not base its motion on a comprehensive evaluation of how the relevant public understands the term App Store as a whole. What it offers instead are out-of-context and misleading snippets of material printed by its outside counsel from the internet and allegations regarding how the public allegedly interprets the constituent parts of the term App Store, ie, ‘app’ and ‘store’.”

Searching for Saif

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Hmmm… I was searching the LSE online catalogue for the entry for Saif Gaddafi’s legendary Ph.D dissertation. But it doesn’t appear to be listed.

Curious. Maybe the LSE doesn’t catalogue dissertations.

LATER: As usual, the cock-up theory is the best explainer: I was searching under the wrong name.

Many thanks to Lawrence Osborn for his tactful hint about search technique.

Peter Spiro at opiniojuris.org reveals that Oxford University Press had plans to publish the dissertation, and wonders if they will persevere with that plan. He also provides a link to the downloadable pdf of the dissertation on the Mother Jones site. “Leaving aside the dubious provenance”, he writes, “from a quick scan it looks pretty interesting.”

It does. One of the most interesting sidelights is that Gaddafi expresses fulsome thanks to the celebrated Harvard scholar, Joseph Nye, who is credited as being one of “a number of experts with whom I met and who consented to read portions of the manuscript and provide advice and direction.”

And then, of course, there’s the small matter of Footnote #259:

The Church of Latter-Day Apple

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Once upon a time, when Apple was mainly a computer manufacturer, people used to liken it to BMW. That was because it made expensive, nicely designed products for a niche market made up of affluent, design-conscious customers who also served as enthusiastic – nay fanatical – evangelists for the brand. It was seen as innovative and quirky but not part of the industry's mainstream, which was dominated by Microsoft and the companies making the PCs that ran Windows software. This view of Apple was summed up by Jack Tramiel, the boss of Commodore, when Steve Jobs first showed him the Macintosh computer. “Very nice, Steve,” growled Tramiel. “I guess you’ll sell it in boutiques.”

That was a long time ago…

Thus begins my Observer ‘Comment is Free’ piece on Apple’s transformation into the behemoth it has become. Towards the end of the piece, I mentioned Umberto Eco’s famous essay arguing that the Apple Mac was a Catholic device, while the IBM PC was a Protestant one. His reasoning was that, like the Roman church, Apple offered a guaranteed route to salvation – the Apple Way – provided one stuck to it. PC users, on the other hand, had to take personal responsibility for working out their own routes to heaven.

I’ve always thought that Eco’s essay was just a lovely literary conceit. But now, courtesy of Evegny Morozov, I find that there is even a scholarly literature on the subject. Or, at any rate, one learned article. It appeared in 2001 in the Oxford University Press journal Sociology of Religion: a quarterly review under the title “May the Force of the Operating System be with You: Macintosh Devotion as Implicit Religion” and the Abstract reads:

The purpose of this study is to consider the devotion of Macintosh computer enthusiasts as a case of implicit religion. Data was collected from two primary sources: twelve in-depth face-to-face interviews, and letters to the editor from MacAddict magazine. In addition, supplementary information was obtained from pro-Macintosh Web sites and magazines. Following Nesti (1997), Macintosh devotion was analyzed along four lines: (1) the search for meaning, (2) social forms, (3) the hidden message of the metaphor, and (4) the case of the voyage. I found that Mac devotees used the Macintosh as a “reflective medium” to discover meanings in the midst of changing computer technology. As an implicit religion, Macintosh devotion is based on the sacralization of the bond between people and computers. Its followers envision an utopian future in which humans and technology work together in harmony. Furthermore, the Mac enthusiasts adopted from both Eastern and Western religions a social form that emphasized personal spirituality as well as communal experience. The faith of Mac devotees is reflected and strengthened by their efforts in promoting their computer of choice.