One of the plights of modernity and postmodernity is hyperboredom. This is not the kind of boredom that comes out of having nothing to do, but the kind of boredom that comes out of having too many options and no way to distinguish which one is better than the other. We are jolted out of this boredom when we encounter disruptive technologies. These are technologies that fundamentally change a particular market and have an impact on our culture.
According to Ian Bogost, Apple is a company that is as much in the business of shaking us out of our routine with disruptive technologies as it is in the business of manufacturing them. This may explain why people flock to Apple’s announcements (either virtually, or in person) with a big-tent revival fervor in hopes of seeing what groundbreaking new technology Apple has in store for us. For a brief moment, the hyperbordom is replaced with anticipation and excitement over the possibility that the multitude of options will become passé to be replaced by that one technology that supersedes all of them.
Take, for example, Steve Jobs’ announcement in January, 2007 of this little gadget called the iPhone. He knew the implications of this device and where it stood in the grand scheme of things: (Quoted from “How Apple Introduced the iPhone” in The Atlantic):
This is a day I’ve been looking forward to for two-and-a-half years. Every once in a while, a revolutionary product comes around that changes everything and Apple has been—well, first of all, one is very fortunate if you get to work on just one of these in your career—Apple has been very fortunate. It’s been able to introduce a few of these into the world. In 1984, we introduced the Macintosh. It didn’t just change Apple. It changed the whole computer industry. In 2001, we introduced the first iPod. It didn’t just change the way we all listen to music, it changed the entire music industry. Well, today, we’re introducing three revolutionary products of this class. The first one is a widescreen iPod with touch controls. The second is a revolutionary mobile phone. And the third is a breakthrough Internet communications device. An iPod, a phone, and an Internet communicator. These are not three separate devices. This is one device. And we are calling it iPhone. Today Apple is going to reinvent the phone.(emphasis added)
Since then, every time Apple unveils a new iPhone, people flock to stores in anxious anticipation, some of them going so far as to sleep outside the Apple store’s doors in hopes of being the first to get the latest and best that Apple has to offer. And, it does not seem to be slowing down. Sales for the iPhone 6 and 6 Plus broke last year’s record, selling ten million phones last weekend, an opening weekend that was strategically timed to ensure that there will be visions of iPhones dancing in everyone’s head by December.
So with such excitement and Apple’s track record of disruptive technology, what happened with the Apple Watch?* Apple had not released a new device in four years. This was to be the next device after the death of Steve Jobs that shows Apple is still changing markets. However, rather than the fanfare of groundbreaking technology, the Apple Watch was met with mixed reactions..
In his article “Future Ennui” Ian Bogost says that the problem is not the technology itself, but the burden that comes with it. We have become bored of the constant barrage of groundbreaking technologies. He compares it to Google’s innovations,
Unlike its competitor Google, with its eyeglass wearables and delivery drones and autonomous cars, Apple’s products are reasonable and expected—prosaic even, despite their refined design. Google’s future is truly science fictional, whereas Apple’s is mostly foreseeable. You can imagine wearing Apple Watch, in no small part because you remember thinking that you could imagine carrying Apple’s iPhone—and then you did, and now you always do.
Bogost may be giving Google too much of a pass, though. The Google Glass has sparked some controversy among those paranoid of being filmed by its wearers.
Perhaps the difference between Google’s innovations and Apple’s innovations can be compared to the difference between reading Isaac Asimov and Margaret Atwood. Asimov writes about robots and artificial intelligence, and even explores some of the ways that this technology can go awry, but Asimov’s stories do not come with a sense of prophetic inevitability that Atwood’s do. Atwood writes speculative fiction, not science fiction (See Atwood’s book In Other Worlds). Atwood’s stories, like her recent Madd Adam trilogy, are disconcerting because they are a little too plausible. Rather than something that may be fifty years from now, her books describe a near-future in which technologies that are already in place are ratcheted up. Similarly, while people will likely not drive automatic cars in the next ten years, it is much more likely that they will be wearing technology that is collecting data on all of their bodily process, purchases, and locations in the next two years.
While the fervor over the iPhone 6 hit record levels, perhaps the mixed response to the Apple Watch signifies that we are tempering our enthusiasm over internet-in-our-pocket technologies. Clive Thompson, quoted in an in an opinion piece in the New York Times, says that our attitudes toward technology follows a predictable pattern, “We are so intoxicated by it, and then there’s a fairly predictable curve of us recognizing as a society that this is untenable, and we’re acting like freaks.”
Thompson is an optimistic writer on technology who believes that there are many benefits to the kind of community interactions that are possible with the internet. Rather than focusing on the doom-and-gloom of the here-and-now, Thompson takes a broader, historical perspective, reminding us, in an interview with The New Yorker that we have been through this before,
We have a long track record of adapting to the challenges of new technologies and new media, and of figuring out self-control…More recently, we tamed our addition [sic] to talking incessantly on mobile phones. People forget this, but when mobile phones came along, in the nineties, people were so captivated by the idea that you could talk to someone else—anywhere—on the sidewalk, on a mountaintop—that they answered them every single time they rang. It took ten years, and a ton of quite useful scrutiny—and mockery of our own poor behavior—to pull back.
Indeed, studies on cell phone addiction and parents neglecting their children and state laws addressing car accident deaths because people cannot pull away from their cell phones are all indications that we are becoming keenly aware that we might be acting like “freaks.”
While disruptive technologies may also disrupt our postmodern malaise, there does come a point when we become weary of the constant announcements of the next-big-tech. Bogost’s article is compelling because he touches on this very notion. Once there are too many next-big-tech options available, the hyperboredom of modernity and postmodernity sets in.
*The marketing team at Apple wisely opted not to go with “iWatch.”