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Edition Axel Menges GmbH Esslinger Straße 24 D-70736 Stuttgart-Fellbach T +49-0711-574759 F +49-0711-574784 www.AxelMenges.de Volker Fischer Der i-Kosmos. Macht, Mythos und Magie einer Marke The i-cosmos. Might, myth and magic of a Brand 112 pp. with 275 illus., 242 x 297,5 mm, hard-cover, German /Eng- lish ISBN 978-3-936681-48-2 Euro 49.00, sfr 76.90, £ 42.90, US $ 68.00, $A 79.00 Apple Inc., the Californian computer company, has been marked by unparalleled success over the past three and a half decades. Like no other company, it has succeeded in shifting the focus of use from utility to coveted possessions when it comes to com- puters and electronic entertainment devices such as the iPod, the iPhone and the iPad. In addition, each of the products in the i-family have changed their product genres technologically and ergonomically to such an extent that not only have all competitors adopted these new »user guidances«, but hundreds of comple- mentary products have been created around these products as well, from a wide range of accessories to docking stations, i. e., veritable radios with external speakers for the iPods and iPhones that allow users to experience the stored music without head- Distributors phones. The iPhone has compelled all manufacturers of mobile phones Brockhaus Commission to add smart phones with touch sensitive screens, the touch Kreidlerstraße 9 phones, to their programs. And the iPad will fundamentally trans- D-70806 Kornwestheim form the handling of video and news as well. Since the introduction Germany of the iPhone, more than 200 000 special application programs, tel. +49-7154-1327-33 the so-called apps, have been made available for these i-devices. fax +49-7154-1327-13 In their product genres, these devices have each caused a para- [email protected] digm shift: they are both leading and cult products, and they repre- sent a development that has leveraged the mobile In-ternet and Buchzentrum AG delocalized the act of surfing from the home to almost anywhere. Industriestraße Ost 10 The book comments upon this process of »disruptive technolo- CH-4614 Hägendorf gies«, which has taken place only very rarely in the history of tech- tel. +41-062 209 26 26 nology and design. It leafs through the preconditions and position fax +41-062 209 26 27 these innovative devices in product-historical, social, and psycho- [email protected] logical contexts. Der Spiegel correctly wrote: »The i-cult. How Apple seduces the world.« But beyond any seduction, the »i-Cosmos« Gazelle Book Services represents a changed handling of information, media, and enter- White Cross Mills tainment. Hightown The internationally known architecture and design historian Lancaster LA1 4XS Volker Fischer was deputy director of the Deutsches Architektur- United Kingdom museum in Frankfurt am Main for over ten years. Since 1995 he tel. +44-1524-68765 has built up a new design department in the Museum für An- fax +44-1524-63232 gewandte Kunst Frankfurt; in addition to his museum work he [email protected] teaches history of architecture and design at the Hochschule für Gestaltung in Offenbach. Volker Fischer is already represented in National Book Network Edition Axel Menges by books on Stefan Heiliger, Richard Meier, 15200 NBN Way Stefan Wewerka, the Commerzbank in Frankfurt by Sir Norman Blue Ridge Summit, PA 17214 Foster and Hall 3 of Messe Frankfurt by Nicholas Grimshaw. USA tel. +1-800-4626420 fax +1-800-3384550 [email protected] Das kalifornische Computerunternehmen Apple Apple Inc., the Californian computer compa- V Inc. kennzeichnet seit dreieinhalb Jahrzehnten ny, has been marked by unparalleled success olker Fischer Volker Fischer eine beispiellose Erfolgsgeschichte. Wie kein over the past three and a half decades. Like anderes Unternehmen hat es diese Firma ver- no other company, it has succeeded in shifting mocht, bei Computern und unterhaltungselek- the focus of use from utility to coveted posses- tronischen Geräten, wie dem iPod, dem iPhone sions when it comes to computers and elec- oder dem iPad, den Fokus des Gebrauchs vom tronic entertainment devices such as the iPod, Der i-Kosmos Nutzen auf die Begehrlichkeit zu verlagern. Zu- the iPhone and the iPad. In addition, each of dem haben die Produkte der i-Familie jeweils the products in the i-family have changed their Macht, Mythos und Magie einer Marke ihre Produktgattungen technisch und ergono- product genres technologically and ergonomi- misch so verändert, daß nicht nur alle Mitbe- cally to such an extent that not only have all werber diese neuen »Benutzerführungen« über- competitors adopted these new »user guid- nommen haben, sondern daß um diese Pro- ances«, but hundreds of complementary prod- The i-cosmos dukte herum Hunderte von Ergänzungsproduk- ucts have been created around these products ten entstanden sind, vom umfangreichen Zube- as well, from a wide range of accessories to Der i-Kosmos hör bis zu sogenannten Docking Stations, also docking stations, i. e., veritable radios with ex- Might, myth and magic of a brand veritablen Radiogeräten mit externen Lautspre- ternal speakers for the iPods and iPhones that chern für die iPods und iPhones, um die gespei- allow users to experience the stored music cherte Musik jenseits von Kopfhörern erleben without headphones. zu können. The iPhone has compelled all manufacturers Das iPhone hat dazu geführt, daß alle Herstel- of mobile phones to add smart phones with ler von Mobiltelephonen inzwischen berührungs- touch sensitive screens, the touch phones, to sensitive Display-Telephone, sogenannte Touch their programs. And the iPad will fundamentally Phones, im Programm haben. Und das iPad transform the handling of video and news as wird den Umgang mit bewegten Bildern und well. Since the introduction of the iPhone, more Nachrichten ebenso prinzipiell verändern. Für than 200 000 special application programs, the · diese i-Geräte gibt es seit der Einführung des so-called apps, have been made available for The i-cosmos iPhones inzwischen über 200 000 spezielle An- these i-devices. In their product genres, these wendungsprogramme, sogenannte Apps (Appli- devices have each caused a paradigm shift: cations). Diese Geräte haben in ihren Produkt- they are both leading and cult products, and gattungen jeweils einen Paradigmenwechsel they represent a development that has lever- bewirkt: Sie sind ebenso Leit- wie Kultprodukte, aged the mobile Internet and enables the act eine Entwicklung, die das mobile Internet in of surfing almost anywhere. Schwung gebracht hat und das Surfen prak- tisch überall ermöglicht. The book comments upon this process of »dis- ruptive technologies«, which has taken place Das Buch dokumentiert und kommentiert only very rarely in the history of technology and diesen Prozeß »disruptiver Technologien«, der design. It leafs through their preconditions and in der Technik- und Designgeschichte nur äu- positions these innovative devices in product- ßerst selten stattgefunden hat, blättert seine historical, social, and psychological contexts. Voraussetzungen auf und verortet diesen Ge- Der Spiegel magazine correctly wrote: »The i- rätepark in produktgeschichtlichen, sozialen cult. How Apple seduces the world.« But be- und psychologischen Kontexten. Der Spiegel yond any seduction, the »i-cosmos« represents schrieb richtig: »Der i-Kult. Wie Apple die Welt a changed handling of information, media, and verführt.« Aber jenseits aller Verführung bedeu- entertainment. tet der »i-Kosmos« einen anderen Umgang mit Informationen, Medien und Unterhaltung. The internationally known architecture and de- sign historian Volker Fischer was deputy direc- Der international bekannte Architektur- und De- tor of the Deutsches Architekturmuseum in signhistoriker Volker Fischer war mehr als zehn Frankfurt am Main for over ten years. Since Jahre lang stellvertretender Direktor des Deut- 1995 he has built up a new design department schen Architekturmuseums in Frankfurt am in the Museum für Angewandte Kunst Frank- Main. Seit 1995 baut er im Museum für Ange- furt; in addition to his museum work he teaches wandte Kunst Franfurt eine neue Design-Abtei- history of architecture and design at the Hoch- lung auf. Zusätzlich zu seiner Museumsarbeit schule für Gestaltung in Offenbach. Volker Fi- lehrt er an der Hochschule für Gestaltung in scher is already represented in Edition Axel Offenbach Architektur- und Designgeschichte. Menges by books on Stefan Heiliger, Richard Volker Fischer ist in der Edition Axel Menges Meier, Stefan Wewerka, the Commerzbank in bereits mit Büchern über Stefan Heiliger, Richard Frankfurt am Main by Norman Foster, and Hall Meier, Stefan Wewerka, die Commerzbank in 3 of Messe Frankfurt by Nicholas Grimshaw. Frankfurt am Main und die Halle 3 der Messe Frankfurt von Nicholas Grimshaw vertreten. Menges 049.00 Euro ISBN 978-3-936681-48-2 076.90 sfr 56800 042.90 £ 068.00 US $ 079.00 $A 9 783936 681482 Volker Fischer Der i-Kosmos Macht, Mythos und Magie einer Marke The i-cosmos Might, myth and magic of a brand Edition Axel Menges Inhalt / Contents 6 Vorwort 8 Prolog: Der i-Kult. Innovationen, Emotionen, Filiationen 16 Externe Voraussetzungen: Zur Entwicklung digi- taler »consumer electronics« 22 Interne Voraussetzungen: Das Entstehen der Applemania 26 Der Kosmos der i-Geräte: Der iPod und seine Parallel-, Peripherie- und Klonprodukte 50 Der Kosmos der i-Geräte: Das iPhone und seine Parallel-, Peripherie- und Klonprodukte 60 Der Kosmos der i-Geräte: Das iPad und seine Parallel-, Peripherie- und Klonprodukte 72 Der i-Kosmos:
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