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

1. Apple Cult: Need vs.
Desire?
My Digital Life
Workshop

2. Students studying at Central Saint Martins
appear to have a strong preference for
Apple devices.

3. What is driving students to purchase “all
Apple” devices?
Is this driven by a need or a desire?

4. Approach
Observation
Interviews
Insights

5. Observation

6. Embracing the Apple symbolism and brand
...

7. myriad
As an individual

8. As an individual

9. As a group

11. As an institution

12. Rejecting the symbolism?

13. or just personalization?

14. Interviews

15. QuickTime™ and a
decompressor
are needed to see this picture.

16. Insights

17. Need? Desire?
Performance They look better
Efficiency Trendy
Specification Strong brand identity
I’m a designer I’m a real designer

18. Underlying themes
Fetishism of objects
Sense of community
Battle between “good” and “evil”
Emotional and physical connection

19. Sound familiar?
Source: scoopertino.com

22. Thank you.
Liam Buswell & Rita Fernandez
MA Innovation Management
www.mainnovationmanagement.co.uk