The direct and incredibly interconnected aspect of Apple’s marketing is incredibly interesting and alluring to me. I often find their presentations brewing a sense of loss or maybe envy because the people in their universe buying their products seem to have friends who care very specifically about each other and who are very involved with the interesting lives of the small friend group. The products Apple sells seem to offer up the chance to have relationships like those, even though in practice I can’t find anyone who wants to invest that fully into the very specific Apple method of social networking.
I worked there for a few years, and, though I never thought of it this way, I keep in touch with my friends there in much the same way. We send each other and ask for photos, and talk in kind of the same way (though the marketing copy is of course a bit more cheesy and contrived)
Not sure if it's a Bay Area thing, an Apple thing, or what, but I don't think it's a "fantasy"
