It's no secret that consumer electronics brands are increasingly relying upon aspiration to sell their products as their utility diminishes. None more so than Apple.
Professional photographers, filmmakers use their phones says Apple every year, This year wasn't any different. So only professional photographers, filmmakers need their phones right? beep wrong question; But we should aspire to own something which the pro's own themselves is the right answer.
Apple products have traditionally been about 40% more expensive in India than U.S., So when their 2 year old phone's price goes down to ₹30,349 (~ 400USD) it makes it to the headlines.
In a country of 1.3 Billion where the monthly average salary is Rs 32,800 (~ USD 437), Why would they bother about a 2 year old phone which costs just as much? That's where the aspiration porn comes into play.
Millionaire YouTubers with Michael Bay budget shoot videos of new consumer electronics every day like clockwork in the name of reviews, normalizing the mindless consumerism and promoting more aspiration.
The addiction to these aspiration subconsciously convinces the consumer that buying their products would some how result in increased happiness even if they couldn't afford the product.
I myself have spent thousands of dollars on Apple's closed ecosystem until few years ago for developing iOS apps. But I grew tired of their hypocrisy,
They would claim to be environmental friendly and not include a charger with their phone. But go as far making the phone unusable if someone attempts to repair it at 3rd party repair centers. With China banning waste import, India has become the dumping ground for global e-waste and so Apple's iron fist on repairability affects home dearly.
They would claim that their products put the privacy and security first, But do just the opposite, quite often.
They would claim that they stand for human rights, but knowingly extract child labour.
I digress, this post is not about Apple's hypocrisy but how aspiration porn does wonders for consumerism from fairness creams to two year old phones costing as much as the average monthly salary.
I strive to write low frequency, High quality content on Health, Product Development, Programming, Software Engineering, DIY, Security, Philosophy and other interests. If you would like to receive them in your email inbox then please consider subscribing to my Newsletter.