Along with technology, the internet has a great impact on globalization. Digital information technology allows the flow of information virtually to any part of the globe. From Albrow (1990) and Held ‘s (1999) ‘s point of view “Globalization is a process (or set of processes) related to integration of different nations in form of networks into one global society”. With the rising level of globalization, brands which have a global awareness and acceptance, it’s even easier for them to become a global brand. One of the important reasons for being a global brand is they put customer in the middle of the bussiness, customers are not distant. Also, taking risks, not imitating products, trying to be innovative is another reason. When we think about the brands are recognized throughout much of the world, when we think all about these; one of the first brand that come to eveybody’s mind is Apple. Apple did not invent mp3 players, smartphones, tablets or computers. However, they have redefined and spent all their energies to create a future where their goods have brought us a pre-and post-new technology. So, company’s organizational culture plays a vital role in the digital transformation, it is not only about the using technology. Converting information in a digital format in other word, digitization; is not just using technology on their products, but also about their way of communicating with their customers. Apple’s main purpose is; Apple enrich people’s daily lives; from its’ products to its’ ads.
Although apple was founded in 1972, its breakthrough inventions, iPod (2001), iPhone (2007) and Appstore (2008), came out later and there is not much time between each other. With the feedback coming from custumers and after defining some design strategies, it does not seem that it takes much time to make updates and release new models.
Also, iPhone is seen as a breakthrough internet communications device, revolutionary mobile phone.
Social media
With the introduction of these applications into our lives, we started to hear more about the concept of “social media”. Social media has also become a part of our lives and we started to share our lives with everyone there.
Beatriz Colamina, in her book “Privacy and Publicity in the Age of Social Media” questions this privacy and publicity from the architectural perspective and their change of “public” and “private” concepts. Our beds have become more public than the streets. We cannot even enter the toilet without a phone in our hands.
When we think about the issue of sharing more with our phones more than the people, Colamina states that the whole universe is concentrated on a small screen. Each person creates their own universe with the mobiles.
Apple and Appstore
The placement of global brands in the minds of customers through social media and smartphone, apps become a necessity – no longer just a choice. Appstore changed the way software was created and distributed. In 2008, Appstore launched with 500 apps from a bank app to motion sensitive video game. There are lots of examples of these apps; maps, flash lights, clocks, scanner, video cams, calendars, calculators etc… Applications make our life much easier, but privacy is getting harder to control. Thanks to these apps, we can go to the bank and wait for hours and do what we do with one click.
Apps and photography
With the emergence of applications and the development of cameras in iPhones, the hobby of photography has become much different. In the past, it was necessary to buy a camera to take pictures, but a certain financial situation was required to print and to buy the camera, and it was not possible for everyone. But again, especially thanks to apple’s applications, it became very easy to make the photos we want and to take quality photos. In fact, the rapidly developing and added cameras on phones started to surpass even cameras. The change in the quality of the camera is evident when they only run photo contests with iphones. For these reasons, taking photos has become a part of our daily life rather than a hobby.
‘Shot on iPhone’
Concept of storage
“Cloud storage” is a growing tech movement. Making use of cloud computing technologies, Apple gives an access to online storage space. People can upload files to this storage area as a backup of content from your hard drive, as additional space to add to your hard drive, or just make those files available online from other computers or mobile devices. The concept of privacy began to taken into consideration in some serious incidents. We can question the relation between the digital culture and privacy. For instance, on August 31, 2014, a series of approximately 500 private images of different celebrities, mainly women, and many of them nudity-containing, were posted on the 4chan picture board and eventually disseminated to other users on blogs and social networks such as Imgur and Reddit. The photographs were originally believed to have been accessed by a hack of Apple’s iCloud cloud services suite or an iCloud protection issue. We did not have such problems before like the icloud storage.
When I think about the privacy issue about the Apple, it brought me to mind the iCloud hacking incident, inappropriate photos of many famous names were everywhere. Taking pictures easily and the development of technology also brought about such accidents. But when I researched, I learned that there is no security vulnerability in apple’s icloud, it is due to the compromise of passwords originating from installed applications. but still, after this incident, apple introduced an extra measure called “two-step verification” for security.
About digital materialism
We see that almost everything we use in daily life is objectified with these applications. All of these applications can be stated as in-material, like a new industrial material. We can not say that is like a immaterialisation process. Every material is like hiding into these applications and phones when we look into wider perspective. And now, not only objects, but also people have begun to enter these smartphones. We make friends from there, maybe even never meet in real life like virtual friends. As an example of exaggerating this situation; in 2013, Spike Jonze’s film “Her”, portrayed a world in which artificial intelligence algorithms are so bored and disappointed with mankind that they actually leave planet Earth and all its material requirements behind. Also, it clarifies that it comes to an extent that operationg system is more satisfied partner than a person. He was putting “operating system” in a human position and doing everything with it, even singing songs, arguing, chatting and cybersex… With the help of these apps and sharing everyting about our daily lives; our beds have become more public than the street and control has also become difficult.
Apps and photorealism|rendering
The Greg Lynn’s “A Tour of Archeology of the Digital:Complexity and Convention”, states that rendering changed the way things were concieved. It makes us feel like we are in a place where we are not, puts us in a completely different world. Apart from its place in architecture, it feels real even when we just think of games. It is the right language to visualize.
Sources:
Albrow, M., King, E. (1990). Globalization, Knowledge, Society. Sage Publications, Washington, D.C.
Held, D., McGrew, A., Goldblatt, D., Erraton, J. (1999). Global transformations: Politics, Economics and Culture. Stanford University Press, Stanford
Digital Culture as the New Cultural Paradigm: The Vital Element of The Successful Digital Transformation • Başlangıç Noktası. (2019, August 21). Retrieved December 26, 2020, from https://baslangicnoktasi.org/en/digital-culture-as-the-new-cultural-paradigm-the-vital-element-of-the-successful-digital-transformation/
Whittaker, Z. (2017, March 28). Apple iCloud hack threat: It’s worse than we first thought. Retrieved December 26, 2020, from https://www.zdnet.com/article/icloud-accounts-breach-gets-bigger-here-is-what-we-know/
Colomina, B. (2001). Privacy and publicity: Modern architecture as mass media. Cambridge (Mass.): The MIT Press.
Casemajor, Nathalie (2015 [forthcoming]): “Digital Materialisms: Six Frameworks for Digital Media Studies.” In: Westminster Papers in Communication and Culture (WPCC), Special issue on “The Internet and the Material Turn.”
Reichert, R., & Richterich, A. (2015). Introduction. Digital Culture & Society, 1(1), 5-18. doi:10.14361/dcs-2015-0102
Tue, C., & Ng, G. (2019, February 26). Apple Announces the Winners of its ‘Shot on iPhone’ Photo Contest. Retrieved December 29, 2020, from https://www.iphoneincanada.ca/news/shot-on-iphone-2019/
Kelion, L. (2014, September 17). Apple toughens iCloud security after celebrity breach. Retrieved December 29, 2020, from https://www.bbc.com/news/technology-29237469
Winkelman, S. (2018, July 10). A Brief History of the Apple App Store in its First Yen Years. Retrieved December 29, 2020, from https://www.digitaltrends.com/news/apple-app-store-turns-10/
CCAchannel. (2016, August 11). A tour of Archaeology of the Digital: Complexity and Convention, with Greg Lynn. Retrieved December 29, 2020, from https://www.youtube.com/watch?v=zpuI7rorCDg
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