...Some pundits have posed the question: Why do anyone need this thing? Indeed, even those of you are lining up and standing outside stores may be wondering, Why am I doing this? Why am I lining up like a zombie for an expensive piece of consumer electronics, a product for which there is no shortage and which, let’s face it, nobody really needs? Back in the early days of our design process, Jonny Ive came in to see me and we spent a long time trying to decide where on Mazlow’s triangle this product would sit. Because we knew if we couldn’t be way up above the very top of that pyramid, floating above it, totally outside the needs it describes, then this wouldn’t be a product we wanted to make. Some of our early iterations, in fact, had to be tossed out because when we looked at them we realized that parts of them were too, well, necessary. Don’t get me wrong. That’s fine for other companies. It’s just not what we do here at Apple.
But let’s get back to you people who are waiting in line. I mean it’s not like you’re in Bolivia and there’s just been an earthquake and you need to line up to get food and clean water. It’s not like you’ve time-traveled back into the Depression and you’re waiting in line at a soup kitchen. And yet, in fact, that’s exactly what you’re doing. Spiritually speaking, we are living in the Great Depression, and you are waiting in line for sustenance. We, all of us, are experiencing the world that Deleuze and Guattari described so presciently in Capitalism and Schizophrenia. If you haven’t read this incredibly important two-volume work, I highly recommend that wait for us to make both volumes available on our iBooks store and then order them right away. The cool thing is that then, as you’re reading, you will have the strange and circular experience of discovering why you bought the iPad in the first place...
