Euphemisms for the sacred name
I visited the store because my computer's flimsy power adapter had predictably cracked, frayed, and stopped working after less than two years, and I had to pay eighty-five dollars for a replacement. (Apple would have replaced the adapter free — had I paid $249 for an AppleCare protection plan. Technology is not the only area in which Jobs was a genius.)
This led to a civil discussion with the clerk who sold me the adapter. I pointed out what a smart business practice it was to sell shoddy — and proprietary — but necessary extras for expensive computers. As outrageous as it is to charge eighty-five dollars for a power cord, what choice do buyers have, once they've already spent hundreds or thousands for the machine? Apple computers take only Apple cords; the company would be a fool to make a sturdier cord and charge a reasonable price for it.
I mentioned Jobs to the clerk, a rueful tribute to the founder's business acumen as well as his engineering smarts. And the clerk replied: "As you said about our late boss ... " The juxtaposition of the familiar our with the substitution of the epithet boss for Jobs' name was creepily similar to the way monotheistic religions refer to God.
One amusing note: The clerk asked where I'd heard that Apple power cords tend to break. "From a friend in a café," I said.
"A friend in a café," he repeated, his right eyebrow rising. The irony of an Apple employee displaying disdain for café habitués was almost worth the eighty-five dollars I had to pay for a ten-dollar power cord. Count the number of Apple laptops the next time you visit a café. You'll see what I mean.
In what ways is Apple/Steve Jobs worship like a religion? Like a cult? How is it different?
© Peter Rozovsky 2013