For your information, and with a commitment to protecting your personal data, we would like to inform you that on the ARTE Campus website, ARTE Education (the site's publisher) and third parties use cookies and other tracking tools. These cookies are strictly necessary for the website's operation (for example, authentication cookies, AT INTERNET audience measurement cookies) and, consequently, in line with the guidelines of the CNIL, your consent is not required for their use. For more information, please consult the cookie policy related to this site.

50minutes.

Apple, the Tyrannical Rule of Cool

Synopsis

Apple, the brand that symbolises counter-culture, has become a giant that dictates cultural norms and trends. At the root of their success story lies the genius marketing ploy of making mainstream power look tacky by declaring themselves counter to it, thereby conquering consumers with their cool.
The death of Steve Jobs, on October 5th, provided a dramatic illustration of the paradox of Apple, which is at the heart of this film. It is the first time in history that an entrepreneur has been applauded and mourned as a benefactor of mankind, and their commercial success lauded as a work of genius. This fascinating ability to combine a "rebel-brand " image with huge commercial profits will be the object of this documentary investigation, which examines both the universe of Mac and modern man and his ambiguities. Tracing the history of the brand, from the beginnings of the small computer company to today's multinational, the film shows how Apple has taken a giant bite out of the market, thanks to its aesthetic choices, emotional marketing and indisputable technological ingenuity.

Available Versions

Audio

French, German, English

Subtitle

French, German, English

Transcription

French
German
English

Educational support

What are thematics?
What is a educational sheet?

5 thematics

Thumbnail for Technologies and Society

Thematics

Technologies and Society

Thumbnail for Consumer Society

Thematics

Consumer Society

Thumbnail for The Outlines Of Globalization

Thematics

The Outlines Of Globalization

Thumbnail for Labor And Globalization : The "Human Factor"

Thematics

Labor And Globalization : The "Human Factor"

Thumbnail for Addictions : understanding them for better care

Thematics

Addictions : understanding them for better care

To go further

Thumbnail for Should We Be Afraid Of Google?
1H27

Should We Be Afraid Of Google?

Thumbnail for Ikea, Our Happy Lives
48min

Ikea, Our Happy Lives