Apple Twice Submerged in the Liquid Society

Apple y la sociedad liquida

In 1984, Apple revolutionized the world not only with the launch of its iconic Macintosh but also with an advertising campaign that marked a before and after in the history of technology and marketing. Inspired by George Orwell’s dystopia, the “1984” campaign portrayed Apple as a disruptive force that would free individuals from a monolithic and oppressive system. With powerful creativity, Apple was not just selling a product but an ideology: that of the individual empowered by technology. The Macintosh was not merely a computer; it was a symbol of creative and personal freedom, a tool to break the chains of the established order.

Fast forward to 2024. Apple launches a new campaign to introduce the iPad Pro (https://elpais.com/tecnologia/2024-05-10/apple-se-disculpa-por-el-polemico-anuncio-de-su-nuevo-ipad-y-no-lo-emitira-en-television.html). The ad shows a hydraulic press crushing various traditional instruments and tools for artistic creation and entertainment: smashed guitars, exploding consoles, spilled ink bottles, crushed vinyl records, and a whole lot of destruction. The idea was simple: the iPad Pro was not just a technological device but the ultimate tool for creativity of all kinds.

However, the public’s response was not as expected. Social media was ablaze with criticism, pointing out that this symbolic destruction of cultural instruments was not only insensitive but also disrespectful toward the forms of expression that have shaped humanity. Faced with a wave of negative comments, Apple was forced to withdraw the campaign within hours. This quick reaction reflects the dynamic of the liquid society that Zygmunt Bauman talked about: an environment where everything changes quickly, norms and values are fluid, and consequences manifest immediately.

First Thesis: Creativity in the Postmodern Era

We live in a postmodern era where traditional standards have been broken. Art, culture, and advertising no longer follow established rules, and creativity is based on challenging the known, often taking it to the extreme. Apple, a company that has always defined itself by its ability to challenge conventions, seems to have taken this principle to its limit with the iPad Pro campaign. The idea that a single device can replace all the cultural tools of the past is not only provocative but also reflects a rejection of traditional norms.

In postmodernism, relativism and subjectivity prevail. Instead of appealing to universal values or established norms, brands appeal to the personal values of each consumer. In this case, Apple opted for a narrative of destroying the “old” to make way for the “new,” reflecting the postmodern view that everything is ephemeral and replaceable.

However, this excessive creativity clashes with reality: in postmodernity, there are no certainties, and what may seem like an innovative idea to part of the audience can be deeply offensive to another. And this is where the second thesis comes into play.

Second Thesis: The Liquid Society and Cancel Culture

The term “liquid society,” coined by Bauman, describes a world in constant change, where social, political, and economic structures are no longer solid or permanent. Everything flows, everything is susceptible to immediate change. In this context, cancel culture also emerges, a manifestation of new social forces that, through networks like Twitter, Facebook, and Instagram, exert instant pressure on institutions, companies, and public figures.

Apple, a brand that for decades has been a beacon of innovation and creativity, fell into the trap of this fluid society. The same company that in 1984 was hailed for breaking with the establishment in 2024 has been punished for attempting to cross a line that consumers consider too crude, where, in addition, the excellent production quality of the ad visually harmed viewers by showing the destruction of such cherished and symbolic instruments. The paradox is clear: we live in a society that simultaneously celebrates the destruction of standards but, when that destruction touches sensitive areas, responds forcefully to protect what it considers valuable.

This case invites us to reflect on the challenges brands face in the postmodern era. The liquid society is a slippery terrain, where not only is boundless creativity allowed, but there is also a constant demand for evaluation and adaptation to the flow of opinions and sensitivities, something that even the most groundbreaking brands like Apple must take into account.