August 17th, 2013
09:00 AM ET
Opinion by Brett Robinson, Special to CNN
(CNN)— Forget the forbidden fruit logo and the cult of Apple jokes. The legacy of Steve Jobs is anything but religious.
Apple was conceived in the heady days of the counterculture movement. While Jobs and friend Steve Wozniak were busy hacking into AT&T’s long-distance phone lines from a Berkeley dorm room in the 1970s, the culture was awash in New Age experimentation and social unrest. Traditional institutions were under siege by idealistic youth rejecting what they viewed as mass-marketed delusions.
At the top of the hit list was organized religion. When Jobs and Wozniak got the phone hacking device to work, their first call was to the Vatican. They proceeded to hang up on the pope’s personal secretary before he could connect the call to the Holy Father. Jobs the iconoclast relished the prank.
Apple’s Garden of Eden logo is one of several religious parodies aimed at the establishment. A 2007 iPhone ad with the tagline “Touching is Believing” mocks the Biblical story of the Apostle Thomas, who needed to touch the wounds of Christ in order to believe in the Resurrection. Apparently, the iPhone apostles needed the same reassurance leading up to the launch of what came to be called the “Jesus phone.”
Jobs left the Protestant church as a young man and sought spiritual enlightenment in the East. At a pivotal moment in his career, Jobs’ moral compass led him to a Zen monastery in northern California, where he considered becoming a Buddhist monk rather than continuing with Apple. But his close friend and Zen priest Kobun Chino Otogawa told him he could do both.
Jobs embraced the challenge by combining the physics of computing with the metaphysics of Eastern spirituality. The minimalism and intuitive design of Apple products are material expressions of Jobs’ Zen ideals. When Edwin Land, the founder of Polaroid, told Jobs to remain at the intersection of technology and the humanities, Jobs knew he had landed at the nexus of a powerful cultural movement.
When a statue of Steve Jobs was erected in Budapest in 2011, it was one of many tributes to the demiurge of digital culture. But to truly immortalize a media technology hero like Jobs, a movie would need to be made.
The din of digital media has eclipsed the dignity of statues, and the screen has become a sacred means for commemorating cultural heroes. Lincoln, Gandhi and Christ have all had their day in the Hollywood sun.
It is fitting that the new movie about his life, "Jobs," edited on Apple computers and eventually distributed to millions of Apple devices, will proclaim the technological gospel fashioned by its creator.
The medium is the message after all.
But baked into Apple products is a troubling paradox. Like a technological Trojan horse, Apple products assail our senses with sumptuous visuals and rich acoustics while unleashing a bevy of addictive and narcissistic habits. The ‘i’ prefix on Apple devices is a constant reminder that personal technology is ultimately all about us.
In addition to his Zen Buddhist leanings, Jobs claimed that trying LSD was one of the most formative experiences of his life. One occasion sounds like a treatment for an iPod ad. After dropping acid, Jobs found himself in a wheat field and felt as though the crops were pulsating to a Bach symphony. It was a sublime experience for the young seeker who saw drugs as a gateway to expanding consciousness and thinking differently – a theme he would return to years later in Apple’s iconic “Think Different” campaign.
Altered perception has become a hallmark of personal technology. The “Music Every Day” ad for the iPhone 5 is a series of visual snippets of Apple users enjoying their music. The study hall, the dance hall and the city are all transformed by the presence of the musical device. Freed from the humdrum of everyday life by their personal soundtrack, many of the actors appear stoned as they enjoy the heightened pleasure of being plugged in.
The Apple religion is not a religion at all, but a celebration of the self through personalized pleasure.
Reflecting on religion later in life, Jobs told biographer Walter Isaacson that different religions were all just doors to the same house, “sometimes I think the house exists, and sometimes I don’t.”
If Jobs had actually spoken to the pope from that Berkeley dorm room years ago, he may have heard something akin to what Pope Leo XIII said in 1885, a century before Macintosh: “To hold…that there is no difference in matters of religion between forms that are unlike each other, and even contrary to each other, most clearly leads…to the rejection of all religion. ... And this is the same thing as atheism, however it may differ from it in name.”
Steve Jobs did some amazing things, but he was not a prophet. And Apple is not a religion. In fact, it’s quite the opposite.
Brett T. Robinson is the author of Appletopia:Media Technology and the Religious Imagination of Steve Jobs . He is a Visiting Professor of Marketing in the Mendoza College of Business at the University of Notre Dame.
The views expressed in this column belong to Brett Robinson.
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