Apple The Tyranny Of Cool

Apple, the brand that symbolises counter-culture, has become a giant that dictates cultural norms and trends. At the root of their success story lies the genius marketing ploy of making mainstream power look tacky by declaring themselves counter to it, thereby conquering consumers with their cool. The death of Steve Jobs, on October 5th, provided a dramatic illustration of the paradox of Apple, which is at the heart of this film. It is the first time in history that an entrepreneur has been applauded and mourned as a benefactor of mankind, and their commercial success lauded as a work of genius. This fascinating ability to combine a "rebel-brand" image with huge commercial profits will be the object of this documentary investigation, which examines both the universe of Mac and modern man and his ambiguities. Tracing the history of the brand, from the beginnings of the small computer company to today's multinational, the film shows how Apple has taken a giant bite out of the market, thanks to its aesthetic choices, emotional marketing and indisputable technological ingenuity.