ANALYSIS I would like to say first that when this activity was first laid out, the most immediate thing that came to mind was Apple or those products associated with the brand. This is not surprising because Photoshop is fundamentally a technological tool and a creative endeavor using it would inevitably lead to a discourse of a related subject…
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I think that for the past couple of years, they have significantly evolved into something much more interesting than their circumstance a decade ago when Apple is merely all about the "mac". For this purpose, I used three photographs: a photo of the Apple Store in New York; a photo of Steve Jobs; and, a photo of myself. I have edited these three materials in order to be integrated into one seamless poster of an important artifact of the twenty-first century. The Apple Brand As previously mentioned, Apple has undergone a significant transformation, significantly changing its focus since the 1990s. For years, it the organization has been steadfast and determined to uphold its core value as represented in the "mac" computer, including its own operating system. In this period, Apple has built a cult following, who were rabidly consuming each release of the "mac" hardware and the OSX platform. In the past years, however, Apple has diversified into several other products, particularly in mobile devices. Because of this, it has achieved significant amount of mainstream success. It has perfected a unique formula for its products, which is composed of tightly controlled ecosystem and extremely beautiful and user-friendly interfaces for its devices. I would like to capture this essence, first and foremost. In order to do this, I selected the Apple Store in New York. ...
On the left is a classically designed building, while on the right, stood a modernist concrete structure. For me, the tableaux can tell us two things if one follows the photographic principles especially that about semiotic codes. First is that Apple is not afraid to be different as demonstrated in the way the store was uniquely designed. It celebrated its uniqueness that is why it leads in innovation. Secondly, Apple is becoming more open to the idea of mass culture and it is starting to go mainstream. But, this is being done, on its own terms. Consider the following observation: The store was built in a very commercial district but instead of building a conventional store, with concrete and wood, or some nook encased inside a building, Apple turned to glass, a material equated with twenty-first century or post modernism. It built an ultra modern version of a store, open from all angles without being exposed to the elements. According to Gabriel (2009), glass represents transparency, openness and beauty and is a framing material indicating that what it contains is valuable and precious (p.21). The architectural symbolisms found in the picture could already translate in numerous words what Apple is, how it interacts with its peers, with its consumers and what its visions are. For me and, hopefully, with the message I am conveying in the image, the Apple Store is all about what Apple stands for. By looking at the components and the composition of the Apple Store in relation to the buildings flanking it, the spectator – according to the photographic principles such as Barthes semiotic codes - is encouraged to think about concepts pertaining to what is modern, beautiful and visionary as well as innovation. The concepts
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