On Apple Inc.’s Imposition Of Cultural Hegemony On Consumers

Apple products have become a part of some people’s lives, there was never atechnology company could have such an impact. Apple products, such as iPhone andiPad, becomes everyday needs in many people’s lives. It has rather formed a kind ofhabit than changed people’s lives. Jobs’ passing away, the release of iPhone4s, theshortage of Apple products have become a heated discussed topic. While the internetis further changing people’s lives, we all hope to own convenient and powerfulinternet devices, and Apple products emerge as the times require. Apple devotes insimplicity, stylishness, convenience, you can even use it without a manual. But whileApple products bring convenience to people’s lives, people become addicted to them.There are many books and essays about Apple, but mainly deal with marketingand administrative approach. Though there are some books which analyze Appleproducts with cultural approach, but yet the author found no books that analyze howApple intends to dominate its consumers in a hegemonic way. From the famousItalian scholar, Antonio Gramsci’s cultural hegemony theory, this essay criticizes thatunder cultural hegemony, Apple subliminally affects people’s minds and choices bybuilding a strong consent, so that its customers will chase after Apple productsobsessively.