Apple Newbie

DJ Pete Tong, an internationally reknown dance DJ speaks on technology and how it’s affecting the art of making music. He also talks about a piece of software he uses on his Mac called Ableton.

The thing about technology — the same as I learned with the advent of CD — if you stop using old technology and move immediately to the new, your DJing dips. Maybe that’s a good thing, but my thing is to try and blend the two. Everyone I’ve seen who has just begun doing it ends up doing things they would never normally do, just because they can. Endless loops, for example. Ableton invites you to rearrange people’s music.

Apple has done alot for the music community. We have the iPod, iTunes, GarageBand, and at the very base of it all we have the excellent Mac platform on which alot of great production software run on.

Read Apple’s Gone Wrong on Wired.

A project which I was working on previously called their system a ‘Customer Friendship Management’ system. After reading this, I truly understand what they meant by choosing such a name.

I am not sure whether there is any other company which has managed to form a bond with their customers the way Apple customers do.

One example of taking burden of customers is warranty. Their warranty is covered internationally, so if you buy an Ipod from the USA, you can make warranty claims in Malaysia.

This bond is so strong that some Apple users even love their product packaging almost as much as their hardware. I don’t blame us, they’re relaly well designed. Wired’s article mentions engineering student Ryan Harne who actually set up a tasteful display of arrangement of Apple boxes, backlit with lamps from Ikea.

Why? “It’s more than a record of a serial number; it’s a record of a good event that happened in my life.”