Popular Culture and Philosophy

A blog for contributors and editors by Series Editor, George A. Reisch

The Apple Aura

Posted on | September 2, 2010

iPod and PhilosophyPopular Culture and Philosophy editor Dylan Wittkower (iPod and Philosophy) writes in the Wall Street Journal about this summer’s new iPods presented by Steve Jobs this week.  Apple iPods, he argues, have an “aura” that makes them “the real deal.”  No matter how much others try copy the look and feel of these products, they fail. But, as Wittkower explains, it’s not Walter Benjamin (who coined the ‘aura’ concept) as much as good, old Heracleitus, who illuminates the metaphysics of the iPod and iPhone aura.  They always change, which is why, zune enough, imitators will always come up short.


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The Philosophy and Pop Culture series at Carus Books brings philosophy to general readers by critically exploring the meanings, concepts, and puzzles within television shows, movies, music and other icons of popular culture.