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What makes the allure of Apple so successful in the modern age? Renowned for its innovative technology used to help navigate the future, Apple’s triumph in society comes through the ability to look back.

It’s hard to imagine the time before apples were simply just fruit piled high in a bowl on the kitchen counter. Instead of the kind we place in our mouths, the Apple we hold in our hands feels interconnected into our existence and the evolution of humanity as the language of technology continues to thrive in the hierarchy of our anthropological intent. 

Credit: Courtesy of Apple

Pioneers of cutting-edge technology

Dextrously leading the way in consumer electronics, Apple remains since its fruition in 1976 to dominate and provide cutting-edge technology that challenges the very nature of how we communicate from person to person. The founding ethos of this societal powerhouse thrived on powering people through technology, and underscoring the importance of education. 

While Apple centers itself as the arbiter of technology advancement; bringing music to our ears in mere seconds; an app to resolve any need at your fingertips and a library of knowledge just waiting to be discovered on the internet, these perceptive devices are future-proofed by the dynamic, metamorphosis of a changing business plan that responds and reacts accordingly to the tone of the times. 

Credit: Aaron Staes via Unsplash

The allure of Apple

Such exercises in modernism are what places Apple at the forefront, not only for their products but the attitude in which they address the stores that harbour them. Back in 2016, Apple was presented with an accolade for its repurposing of historic buildings. Typically, a retail experience in-store at Apple entails an enormous atrium, filled with sleek minimalist benches containing the latest models, against the backdrop of traditional architecture. 

As beacons of the future, filled with tablets and newfangled technology to smooth the roughness in our day-to-day lives, the allure of these devices falls not only in their sleek physicality, but in the charisma of the setting they’re surrounded by. On Regent Street, London to Grand Central Station in New York, Apple operates more than 500 retail stores in 25 countries, each domain telling its own story of the past. 

Credit: Samuel Regan Asante via Unsplash

The equilibrium between past and present

While making more revenue per square foot than any other US retailer, at the hub of these grandiose buildings is an intimacy – heartened with warmth through tales of the past. Under the architectural vision of Bohlin Cywinski Jackson, the buildings owned by the conglomerate have become as iconoclastic as the devices we govern our lives on. In doing so, the preservation of fixtures lost through time are anchored alongside expedience of digital modernity meaning that the past and present exist in constant fluidity, watchful over the other. 

Maintaining the reputation as pioneers of the future, with fervent fans and an enthusiastic line of aficionados, the glory behind Apple’s success come through successful storytelling and the conscious decision to cherish the past. The superlative manufacturers recognise that their successful language of design is one that does not try to supercede the magnitude of past inventions, such as these palatial buildings that were once, in their own right, pioneers of the future. Instead, Apple choose to exist not only alongside them, but occupying them to carry the tale of temporality, uniting the boundaries of past and present in order to carve a place into the future. 



Scarlett is a writer, editor, and creative consultant specializing in art, fashion, culture and digital strategy. Drawing on her work from previous titles including Dazed, LOVE Magazine, The Perfect Magazine, AnOther and 1 Granary, as the Editor-in-Chief of The Next Hour, Scarlett is leading the editorial vision toward new territories providing an alternative lens of social commentary to recontextualize the world of watchmaking for the next generation.