We use cookies to track usage and preferences. See Cookie Policy
Pocketmags Digital Magazines
AU
Pocketmags Digital Magazines
Christmas Presents
   You are currently viewing the Australia version of the site.
Would you like to switch to your local site?
Digital Subscriptions > Newsweek International > 15th July 2016 > THE HOLLOW-CORE MESSAGE

THE HOLLOW-CORE MESSAGE

The new Apple Store in San Francisco is a shiny example of an empire in decline

ENTERING THE NEW Apple Store in San Francisco’s Union Square, I felt as if I’d stumbled upon some distant outpost of the late Roman Empire, a crumbling fort in the Welsh countryside that is a reminder of glories past, but also of the passing of all glories. For the glory of Apple is inevitably passing, the company having posted its first quarter of revenue decline since 2003, back when iPods were the size of baseball mitts. In the past year, Apple’s invasion of China has been slow, and like Alexander the Great, Apple Chief Executive Tim Cook has found India difficult to conquer. As went Rome and Constantinople, so must go Cupertino.

The new store is Apple’s “first global flagship,” I was told by employees on each of my visits. What this means was never explained, probably because it has no meaning, the kind of corporate jargon that was once beneath Silicon Valley’s merriest band of computer geeks. Nevertheless, this opening marks an important occasion for Silicon Valley and all those who worship its products. Apple gadgets are never just phones or just watches, and its stores are never just stores, which is likely why your iOS device autocorrects Apple store to Apple Store. Shopping there suggests a kind of cosmopolitan sophistication. It is a place where you can consume without feeling like a consumer.

READ MORE
Purchase options below
Find the complete article and many more in this issue of Newsweek International - 15th July 2016
If you own the issue, Login to read the full article now.
Single Issue - 15th July 2016
$7.99
Or 799 points
Annual Digital Subscription
Only $ 1.04 per issue
SAVE
87%
$52.99
Or 5299 points
Monthly Digital Subscription
Only $ 1.41 per issue
SAVE
81%
$5.99
Or 599 points

View Issues

About Newsweek International

Can Europe Save Itself? - On the morning after the Brexit vote, a dazed Donald Tusk, president of the European Council, a body consisting of the heads of government of the 28 countries in the European Union, was asked to react to the historic vote. Ironically, he quoted Friedrich Nietzsche, the 19th-century philosopher whose work influenced the rise of German militarism that led to two world wars - the conflagrations the EU was designed to prevent from happening again. “What doesn’t kill you,” Tusk proclaimed, “makes you stronger.”
Ways to Pay Pocketmags Payment Types
At Pocketmags you get Secure Billing Great Offers HTML Reader Gifting options Loyalty Points