“Don’t you think she looks tired?” A lesson for Apple from the Doctor
// July 18th, 2010 // No Comments » // Macintosh, geekery
I’ve loved Wired Magazine since the issue where they wrote about Keanu Reeves playing Johnny Mnemonic. It can only be described as love: that glossy article was a perfect storm of my then-favorite actor, my favorite author, and lots of tech shiny. Zap. Love. Go ahead, laugh.
Annnywaaaaayyy… I love Wired. I’ve been a subscriber for years. I’ve justified my growing discomfort with the magazine’s insidious sexism and entrenched superiority by telling myself it’s the best avenue to good, thoughtful tech writing and bite-sized gadget reviews. Well, I’ve had it. From the high-texture, low-saturation, well-lit photography to it’s snack-sized snark snippets, I’m done.
This is nothing against the brilliant writing. Pieces by Chris Anderson, William Gibson, and countless others whose names I don’t remember have moved me and made me think. This rant is directed squarely at the editors who design all the snippets on the cover and tables of contents that suck readers in.
What does this have to do with Apple and Dr. Who? There is a small snippet of text on the upper-right corner of the August 2010 issue, which I can’t link to because it’s not on their website yet. The text reads: “#ATTFAIL: Inside the iPhone Network Meltdown.” And just like that, Wired moves from being Apple champion to shitstorm-bringer. Seeing this snippet peek at me from the countertop reminded me strongly of the end of “The Christmas Invasion,” David Tennant’s first full episode as Doctor Who. The Doctor, incensed and appalled by Prime Minister Harriet Jones’s order to blow up the Sycorax, says to her assistant, “Don’t you think she looks tired?” The ensuing media shitstorm results in the fall of her government.
It doesn’t matter that the Wired article is well-written, fairly unbiased, and very interesting. It doesn’t matter that they are trying to break new ground with their iPad edition. With “#ATTFAIL: Inside the iPhone Network Meltdown,” Wired has placed itself in the anti-Apple camp, which will continue to pull its readers–largely male gadget- and hacker-types, I’ll hazard to SWAG*–down the snark-fuelled, soundbyte-driven path away from mainstream humanity.
That’s not to say that I’m particularly an Apple Champion, either, nor am I an Apple Detractor. Macs have been my primary computer since 2004. Apple has beautiful, well-functioning products that I truly like and that have revolutionized mobile computing and music. BUT. But I’m bothered by the DRM, by the walled-garden attitude (is that the right metaphor for “if it doesn’t work, too bad, you can’t get in there and poke around?”), and the extreme propriety. So, I’m a fan, but not a fanatic. They are a company that provides products that I use and like, but they have their foibles and frustrations.
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*SWAG: speculative wild-ass guess. Yes, I’m being sardonic.














