A Mac Life

"A corporation like IBM of course has the clout to try and force its standard on everyone else, but in fact it is more likely to be the State in the form of the IRS or some other large bureaucracy,..."

Bowles goes on to describe Macintosh's strategy of enforcing its ideology through "absolute adherence to what are euphemistically know as 'the Macintosh guidelines'" onto its users in order to create a Macintosh community, rather than simply a Mac user. Apple's newest products heavily promote the idea of an Apple ideology. On the iPhone, the iPod, iTunes all interract in a manner proving most somewhat pressing needs and entertainment can be solved by a Mac product. The advertisements, while somewhat funny, let us know exactly what they think of people who don't recognize the Mac lifestyle as superior. While Justin Long is always portrayed as hip, yet secure in his dominance, the PC always tends to have those familiar problems that don't bother Macs.
It seems through advertising techniques, Macs have constructed what is a representative portrayal of the ideal Mac user: Someone who gets it. Similar techniques are implemented in cults and pyramid structured marketing schemes in order to flatter their unsuspecting recruits into liking themselves more . Those atop the hierarchy of the pyramid scheme or cult tell those they look to recruit that they have an answer to how to live better, how to "get it" even though others may not. Commercials on TV tell you how to work from home and quit your day-job all while making hundreds of thousands of dollars. Just call the number on the screen and they will show you how to "get it". I am not saying that Macs products are shams and aren't as good as advertised. I am simply implying their techniques of identifying their target market utilize ideology to promote their products as a better lifestyle.