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Need Vs. Desire: The Apple Cult

A presentation given by CSM MA Innovation Management students Rita Fernandez and Liam Buswell at the CSM My Digital Life Workshop, 26 Feb 2013

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Need Vs. Desire: The Apple Cult

  1. 1. Apple Cult: Need vs. Desire? My Digital Life Workshop
  2. 2. Students studying at Central Saint Martinsappear to have a strong preference forApple devices.
  3. 3. What is driving students to purchase “allApple” devices?Is this driven by a need or a desire?
  4. 4. Approach Observation Interviews Insights
  5. 5. Observation
  6. 6. Embracing the Apple symbolism and brand...
  7. 7. myriadAs an individual
  8. 8. As an individual
  9. 9. As a group
  10. 10. As an institution
  11. 11. Rejecting the symbolism?
  12. 12. or just personalization?
  13. 13. Interviews
  14. 14. QuickTime™ and a decompressorare needed to see this picture.
  15. 15. Insights
  16. 16. Need? Desire?Performance They look betterEfficiency TrendySpecification Strong brand identityI’m a designer I’m a real designer
  17. 17. Underlying themesFetishism of objectsSense of communityBattle between “good” and “evil”Emotional and physical connection
  18. 18. Sound familiar? Source: scoopertino.com
  19. 19. Thank you.Liam Buswell & Rita FernandezMA Innovation Managementwww.mainnovationmanagement.co.uk

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A presentation given by CSM MA Innovation Management students Rita Fernandez and Liam Buswell at the CSM My Digital Life Workshop, 26 Feb 2013

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