Fake Steve on the iPhone 4 and reception :
Probably the big thing I ’ve taught the team at Apple is that mass never know what they ’re supposed to believe about anything . This is true in Hollywood , in the Holy Scripture business , in the art world , in politics . And especially in applied science .
So we put out a new sound and everyone is sitting there wondering what they should think about it . What I realized many years ago – and honestly , it still stupefy me – is that most citizenry are so diffident of themselves that they will think whatever we tell them to think .
So we narrate people that this young phone is not just an incremental upgrade , but rather is the biggest breakthrough since the original iPhone in 2007 . We say it ’s incredible , amazing , awesome , mind - foul up , overwhelming , magical , radical . We habituate these words over and over .
It ’s all plainly farcical , of course of study . But people trust it .
We demo FaceTime , and we say that nobody in the world has ever visualize anything like this before . Jonny and I play KO’d and gob - smacked , as if we ourselves still ca n’t believe that we ’ve just invented video schmooze .
Again , this is dead out of true , a total and absolute lie . But people accept it . They hoot and cheer for us .
The other scheme we apply comes from Zen Buddhism . You ever study Zen koans ? Most of them make no sensory faculty at all . You read them and you go away palpate confused and stupid .
We do something similar . We call it “ cloud . ” Right now , for object lesson , we ’ve sent out the following messages about iPhone 4 and the antenna take :
1 . All mobile phones have this job .
2 . Our wandering phone does not have this problem .
You see how this figure out ? These two statements can not both be truthful .
Yet we ’ve say both of them . And now you do n’t have it away what to believe .
need any psychologist what happens to people when they get confused . Their tenderness rate give-up the ghost up . Their skin temperature rise . Adrenaline begin to flow .
They feel desperate , and frightened , as if they ’ve fall out of a gravy holder and now they ’re getting tossed by waving and they ’re peradventure going to drown .
Now all you have to do is reach out with some variety of certainty , and no matter how obviously untrue it might be , people will latch onto it .
Every religion in the world experience this , from the Catholics to the Scientologists . It ’s the old trick in the book . You make some uncertainty , you put the great unwashed at risk – you tell them they ’re going to Scheol , or whatever – and then you hold out the solvent .
No matter how ridiculous your answer may be – like , the one about the astronomic ruler Xenu , or the one where God turns into a doll and flies down to earth and impregnates a Virgo the Virgin – people will accept it .
Not only that , they ’ll actually give thanks you for feast them this horseshit . Because any certainty , no matter how half-baked , is better than incertitude .
More here : [ FSJ ]
AppleiPhone 4receptionSteve JobsThe Matrix
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