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Maggie Shiels

Apple's 'Big Brother' sequel

  • Maggie Shiels
  • 30 Sep 09, 10:29 GMT

is one of the most famous commercials in the business. Its prime-time airing took place on 22 January 1984 in the middle of the Super Bowl.

Girl in Apple advert in 1984With more than a nod to the advert warned of a future where soulless drones unquestionably soak up the words of their dictator who speaks to them from a large screen. Moments later a gorgeous nameless heroine in red shorts and a white tank top comes running down the aisle with a hammer in her hands while apparently being chased by the thought police.

She hurls the hammer at the screen just as "Big Brother" is telling the faithful "we shall prevail." The screen is destroyed in a shock of bright light and the commercial ends with text which reads "On January 26th, Apple Computer will introduce Macintosh. And you'll see why 1984 won't be like '1984'."

Well now get set for the sequel on and you will see why 1984 is so not like 2009. And I think it is fairly safe to say that this follow-up does not have the approval of Apple co-founder and CEO Steve Jobs.

For 1984 take two, a Silicon Valley start-up called is sending Apple a very pointed message. Monique Farantzos, one of its co-founders and a former physicist told me why:

"For many back then, Apple symbolised the rebel and that whole 'think different' attitude but honestly I don't think they can say that anymore."

"I see Apple as the new Microsoft and so it felt natural to do this advert this way."

Let me give you a bit of background on doubleTwist.

As you will see from stories the company is big into reverse engineering which is something the likes of Apple are not terribly keen on. The aim is to let users take their digital media like songs, movies and other files and transfer them easily between say .

DoubleTwist might have a thing about Apple because this is its second go at the company. Back in June, they took out a massive billboard advert next to the Apple store in San Francisco offering "the cure for iPhone envy." It was of course a free doubleTwist download.

Girl in doubletwist advertIn the latest version of the advert, the drones in the video are wearing white ear buds and round white spectacles. Their master tells them "no other choices shall detract from our glory and our domination will be complete." As he utters his prevailing words at the end, the heroine does her damage and the video closes by saying "On October 6th, doubleTwist brings you... choice."

"Our billboard was brought down after pressure from Apple so it kind of felt that Apple is not just about shiny new gadgets," Mr Farantzos told me.

"There is a darker side as they become more powerful. That includes where iPhone applications are getting rejected, where Google voice is turned down, the FCC (Federal Communications Commission) investigaton or the Palm Pre being blocked. There are many of these examples and we wanted to point out that the emperor has no clothes."

Ms Farantzos said the video was two and a half months in the making and came about during a visit to Tokyo. It was her idea to use the white ear buds in the advert because it suggested conformity.

She admitted that she isn't sure if Mr Jobs will take too kindly to their re-working of the advert and their message, but she hopes on one level he gets it.

"I hope he will see the parallels of this small company going after the status quo. He used to be there 25 years ago and now it is a very different story," said Ms Farantzos.

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  • Comment number 13.

    "Oh, by the way. Language is organic. It changes and develops over time. Deal with it."

    It is just this boorish American cultural imperialism that is so detested by every part of the world. You don't expect the French to 'Deal with it' [what a hideously ill-mannered and ignorant phrase] by not speaking French and adopting American. So please don't expect us to capitulate to your interpretation of language either.

    I am annoyed beyond belief that Microsoft has the audacity and rudeness to sell a computer in the UK called a 'Media Center' and make it 'default' on Microsoft Outlook to 'correct' [sic] 'organise' to 'organize' so that I have to re-type it.

    I am half glad that American is becoming a second language in the States behind Spanish. It serves you bloody well right.

  • Comment number 14.

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  • Comment number 15.

    Its about time someone took Apple down a peg or two on this. Apples current policies with regard to general openness, DRM and app store submissions are frankly much less consumer friendly than pretty much anyone elses have ever been.

    By the way 大象传媒 much coverage has been given to the iPhone, how about the new HTC HD2, the most powerfull mobile phone yet launched with the new Windows mobile 6.5 and 1Ghz snapdragon processor? No, thought not..

  • Comment number 16.

    I'll be having a look at this doubletwist thing. It's an interesting statement on the apple policies, and I'll be intrigued to see how it works compared to itunes. (E.g. whether it names the files on the ipod in such a way as to make it bloody hard to get them off again.)

  • Comment number 17.

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  • Comment number 18.

    I agree with everyone here who is denouncing the AmerEnglish from which we are suffering. I refuse to call a film anything other than a film, I don't say I am going to the bathroom when I know I am going to the toilet or even the lavatory. Neither have I ever said I am going to rest in a room that contains a toilet: I much prefer to rest in a room with arm chairs in, such as a lounge or living room or front room as we used to call ours.

    How about the box office? In the USA, the ticket office at many cinemas really was a box office, ie shed type affair. When did any of us ever go to the Roxy or the Gaumont or the Odeon and buy a ticket from anything other than a normal ticket booth or office? There, thought so.

    I don't ask if I can get a coffee either because I know that the waitress or waiter will get it for me.

    Do you live in an apartment here in the UK? Don't think so: go and check the definition in the USA of what an apartment is: you do NOT live in one, on average.

    The outcome of all of this? Are you reading a novel or other magazine or text emanating from the USA at the moment, or have you done so in the last 5 years? How about 15 years ago? Spot the difference? Because these AmerWannabees think they're so suave by accepting AmerEnglish, we now read books that have not been edited for language: British v American English. This is a gift for publishers as they can write all sorts of slang and appalling grammar (check the average Yank's understand of prepositions, for example) without the need to correct any of it. Publish away and pay nothing extra for it.

    If ever you complain to the 大象传媒 about such matters this will happen:

    they will assume you're old (ie over 25 years of age)
    tell you they are catering to a younger audience

    That's true, by the way: try it! Moreover, complain about swearing on television and radio and they say they ask their producers and scriptwriters not to be naughty ... however, when you point out that there is now a lot of swearing before the watershed they say, they ask their producers and scriptwriters not to be naughty ... you will not be listened.

    Oh! Write to Ofcom too and ask them how they are monitoring and controlling swearing on the television and radio especially vis a vis the watershed and they will tell you that the 大象传媒 asks their producers and scriptwriters not to be naughty ... Write back and ask them how they are, then, enforcing the Communications Act of 2003 and you will be roundly ignored. Swear away lads! Quis custodiet ipsos custodes?

    Just wait for the day when all our presenters will speak American English, albeit with an English accent, can mangle any grammar they like and can swear like troopers at any time of day or night without let or hindrance.


    Duncan

  • Comment number 19.

    Of course Steve Jobs will get it, preventing competition is Apple's strategy.

    The advert will make no difference, Apple's customers are happy to be drones.

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  • Comment number 25.

    I bought an iPhone last year and this was my first real dealing with Apple. I have to say the more I deal with them the more I find them controlling and manipulative as a company. I love my iPhone but worked out that the contract and phone in the end will have cost me over 拢1000 in the end. It's not worth it.

    They make beautiful and innovative products I can't stand the company. I'm just hoping beyond hope that Nokia pulls their socks up by the time I am due an upgrade. Then I can ditch the iPhone, ditch iTunes and dis-assimilate myself from the Borg...

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  • Comment number 32.

    Re 20 you have missed much of the point.

    Language is fluid: yes I agree. What is happening here, though, is that language is being manipulated.

    In the not so very old days there was a 大象传媒 pronunciation unit and a grammar unit and a vocabulary unit and things were standardised. We had the Queen's and 大象传媒 English for goodness' sake.

    Now, the 大象传媒 merely issues guidelines over what can be said and when. I asked the 大象传媒 and Ofcom what they would do to me/think of me if I went round to their house and sat in their living room at, say 7 pm and started effing and blinding like they are starting to do on 大象传媒 1 now. Of course, they refuse to be drawn but that is what they are doing to you and me. I really do not want any young children to have to listen to swearing and other uncouth language.

    I reel as they say on Sky, for example, "The following film has been rated as a 12 and it contains strong language" A film classified as suitable for a 12 year old should NEVER contain strong language: this reflects the serious lowering of standards I for one am trying to stop.

    I have been to parents' evenings where the teachers tell me, like, that things are awesome and amazing. One told me my son should ... find time to chill ...

    In my previous post I posed the question quis custodiet ... the answer is no one.

    Moreover, as the untalented are taking over the media, they are keen to be seen to be ultra cool and their language and behaviour follows suit.

    Do I want to celebrate and empathise the likes of all of these people whose language and behaviour are questionable to say the least: rehab, persistently falling out of nightclubs at 2 am and being photographed as they do so, fighting, divorce and debauchery. Many magazines, newspapers and web sites exist solely to feed some appetites for this kind of thing.

    I doubt we can stem the flow of the changes in our language that I think are artificial but I am trying my best and I would like to get the debate higher up the order than merely assuming we are trying Canute like to stop the tide.

    Duncan

  • Comment number 33.

    doubleTwist isn't "a Silicon Valley start-up", unless there is a Silicon Valley in Oslo, Norway.

    What I do find ironic, one of the doubleTwist founders, Jon Johansen, achieved his notoriety by creating a DVD application for Linux after he felt the open source operating system was being ignored. Now with his start-up, doubleTwist, they are ignoring Linux, with releases for Mac and Windows only. Come on, Jon! Where is the love?

  • Comment number 34.

    "28. At 4:43pm on 30 Sep 2009, neilephipps wrote:


    Ravenmorpheus2K

    I know life in Blackberry land is getting quieter as the iPhone strips away market share, but surely there must be something to do other than spend everyday posting up to these blogs? ;)"

    I don't know is there? The night shift on the helpdesk that I work on has always been quite quiet as the company I work for (not RIM but a reseller) supplies BES solutions and the support contracts to go with them as well as the BlackBerry smartphones themselves and we mainly support 9-5ers but do have some 24hr contracts with various police forces.

    And when one is laid up in bed with a dose of "man-flu" what else is there to do but read and comment on tech blogs? Watch Jeremy Kyle?

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  • Comment number 40.

    It's ironic that the company that launched this ad with an anti-1984 ethos should now make all its products in China, today celebrating its commitment to Communist rule. Apple's role as the cheerleader for outsourcing in China will be looked at by historians in the future, curious to know why so many iPhone buyers supposedly cared about the environment and human rights, and then went ahead and bought an Apple product anyway. It has to be one of the greatest triumphs of marketing and PR ever, and the truth behind that ad campaign says it all.

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  • Comment number 43.

    Anyway back to topic.

    I recommend everyone at least try doubleTwist and don't judge before you try it.

    It is a great little application and does what I want it to do and should do for many other people.

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  • Comment number 47.

    @44 I heard that Sony Ericsson had touchscreen phones that you could install native applications on even before Apple invented it. They even had one that had 4gb flash memory on it. But maybe thats just an urban myth.

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  • Comment number 51.

    2 and a half months of work? Blimey. Someone at sixth form could do better in a week I'm sure. It's a really weak video that is certainly not up to any professional production levels. It's get laughed out of any serious forum. Also interesting how commenting on that YouTube video has been disabled. Doesn't like the idea of criticism when it applied to them hey?

    I can see why they don't like the idea of what is wrong with Apple etc but it's their own company, they can decide what is and isn't allowed on the App Store for instance. Noone said that you are entitled to have everything on your chosen platform. If he's so annoyed then he can start up his own system and spend the time and money on it and built it up over several years.
    Hopefully they'll get what's coming to them.

  • Comment number 52.

    The british have for centuries been able to force people to speak the way they want them to, either by invading them or by using economic might. Now britain has no empire and little economic influence, we are just going to have to get to used it. That's the way the cookie, sorry biscuit, crumbles.

  • Comment number 53.

    So here we have a typical 大象传媒 made-up rubbish story about a bunch of freetards (under DVD Jon) complaining about a company with $35 billion in the bank (which is nothing like M$ and whose products usually take top place for customer satisfaction and reliability in each and every category they compete in!!) No wonder one word - cell - stands out. It's the only thing to talk about. I prefer 'cell phone' to 'mobile phone', btw, for the same reason I prefer 'lift' to 'elevator'. Besides outside a cellular network a mobile phone might as well be a brick.

  • Comment number 54.

    Choice.

    People select Apple for whatever reasons they select.
    Quality, facilities, ease of use, reliability, whatever.....

    Use of language?
    The French have learnt that they either allow their language to evolve, or it dies.

    "Cell" (US), "Mobile" (UK English), "Moby" (anywhere/somewhere), describes ....

    exactly.... you know what it describes, so what's the problem?

    There are those that would describe me as "an Apple fanboy". Those that do so, must have a problem. I chose NOT to denigrate those that prefer other operating systems. What is their problem? I find it insulting.


    Just be legal. If you don't like the laws / rules, then try to change them. If you can't change the rules, then move country to somewhere where they accept things the way you wish they were.

  • Comment number 55.

    "The aim is to let users take their digital media like songs, movies and other files and transfer them easily between say cell phones, cameras, laptops and iPods."

    Well whoopie do. As an Apple user I've been able to do this for the last several years without Double twist. All the freeware software is there for the taking. In addition, when iTunes was DRMed (it hasn't been for sometime - and thank Apple for removing it when it got enough leverage with the music companies) it was easy to remove the DRM (and that didn't even take software just a CD-RW disc).

    The blogger is quick to accuse but is only looking superficially at Apple's current issues and repeating the blogs of other chattering classes re the iPhone etc without a real understanding of what Apple is up to.

    The video sucks though. The ipod ear buds is very funny. I like the dig at "think different" but the rest of the video is pretty cheap looking and a better Steve Jobs look alike as BB with some better dialogue (perhaps based on "i" would have been more appropriate).

    However, I applaud Double Twist. I'll go try their software as it may make life even easier. Now if someone could do that for my Windows stuff too that would be nice.

    and @ mvario regarding the Oslo critisism ... well Double Twist may have been founded in Oslo but it is part HQed in San Francisco which is just north of Silicon Valley!

  • Comment number 56.

    Let me get this straight. Double Twist are offering "choice", but their media software only runs on Microsoft Windows platform. Not Mac and not Linux. How are they giving me choice then? I run a Linux laptop and desktop, I don't want to install a Microsoft Operating System, in order to be given choice.

    Kind of not really choice is it. Good for Big Brother (Microsoft) though. What a wonderful exercise in double think. To think that you are being given choice, whilst been tied to the borg's operating system.

 

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