The Apple Aura
Posted on | September 2, 2010
Popular 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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