Pineapples (TM)

If the last few decades of consumerism have taught us anything, it is just how much faith people are able of setting store in a brand. In everything from motorbikes to washing powder, we do not simply test and judge effectiveness of competing products objectively (although, especially when considering expensive items such as cars, this is sometimes impractical); we must compare them to what we think of the brand and the label, what reputation this product has and what it is particularly good at, which we think most suits our social standing and how others will judge our use of it. And good thing too, from many companies’ perspective, otherwise the amount of business they do would be slashed. There are many companies whose success can be almost entirely put down to the effect of their branding and the impact their marketing has had on the psyche of western culture, but perhaps the most spectacular example concerns Apple.

In some ways, to typecast Apple as a brand-built company is a harsh one; their products are doubtless good ones, and they have shown a staggering gift for bringing existed ideas together into forms that, if not quite new, are always the first to be a practical, genuine market presence. It is also true that Apple products are often better than their competitors in very specific fields; in computing, for example, OS X is better at dealing with media than other operating systems, whilst Windows has traditionally been far stronger when it comes to word processing, gaming and absolutely everything else (although Windows 8 looks very likely to change all of that- I am not looking forward to it). However, it is almost universally agreed (among non-Apple whores anyway) that once the rest of the market gets hold of it Apple’s version of a product is almost never the definitive best, from a purely analytical perspective (the iPod is a possible exception, solely due to the existence of iTunes redefining the music industry before everyone else and remaining competitive to this day) and that every Apple product is ridiculously overpriced for what it is. Seriously, who genuinely thinks that top-end Macs are a good investment?

Still, Apple make high-end, high-quality products with a few things they do really, really well that are basically capable of doing everything else. They should have a small market share, perhaps among the creative or the indie, and a somewhat larger one in the MP3 player sector. They should be a status symbol for those who can afford them, a nice company with a good history but that nowadays has to face up to a lot of competitors. As it is, the Apple way of doing business has proven successful enough to make them the biggest private company in the world. Bigger than every other technology company, bigger than every hedge fund or finance company, bigger than any oil company, worth more than every single one (excluding state owned companies such as Saudi Aramco, which is estimated to be worth around 3 trillion dollars by dealing in Saudi oil exports). How has a technology company come to be worth $400 billion? How?

One undoubted feature is Apple’s uncanny knack of getting there first- the Apple II was the first real personal computer and provided the genes for Windows-powered PC’s to take the world, whilst the iPod was the first MP3 player that was genuinely enjoyable to use, the iPhone the first smartphone (after just four years, somewhere in the region of 30% of the world’s phones are now smartphones) and the iPad the first tablet computer. Being in the technology business has made this kind of innovation especially rewarding for them; every company is constantly terrified of being left behind, so whenever a new innovation comes along they will knock something together as soon as possible just to jump on the bandwagon. However, technology is a difficult business to get right, meaning that these products are usually rubbish and make the Apple version shine by comparison. This also means that if Apple comes up with the idea first, they have had a couple of years of working time to make sure they get it right, whilst everyone else’s first efforts have had only a few scance months; it takes a while for any serious competitors to develop, by which time Apple have already made a few hundred million off it and have moved on to something else; innovation matters in this business.

But the real reason for Apple’s success can be put down to the aura the company have built around themselves and their products. From their earliest infancy Apple fans have been self-dubbed as the independent, the free thinkers, the creative, those who love to be different and stand out from the crowd of grey, calculating Windows-users (which sounds disturbingly like a conspiracy theory or a dystopian vision of the future when it is articulated like that). Whilst Windows has its problems, Apple has decided on what is important and has made something perfect in this regard (their view, not mine), and being willing to pay for it is just part of the induction into the wonderful world of being an Apple customer (still their view). It’s a compelling world view, and one that thousands of people have subscribed to, simply because it is so comforting; it sells us the idea that we are special, individual, and not just one of the millions of customers responsible for Apple’s phenomenal size and success as a company. But the secret to the success of this vision is not just the view itself; it is the method and the longevity of its delivery. This is an image that has been present in their advertising campaign from its earliest infancy, and is now so ingrained that it doesn’t have to be articulated any more; it’s just present in the subtle hints, the colour scheme, the way the Apple store is structured and the very existence of Apple-dedicated shops generally. Apple have delivered the masterclass in successful branding; and that’s all the conclusion you’re going to get for today.

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The Epitome of Nerd-dom

A short while ago, I did a series of posts on computing based on the fact that I had done a lot of related research when studying the installation of Linux. I feel that I should now come clean and point out that between the time of that first post being written and now, I have tried and failed to install Ubuntu on an old laptop six times already, which has served to teach me even more about exactly how it works, and how it differs from is more mainstream competitors. So, since I don’t have any better ideas, I thought I might dedicate this post to Linux itself.

Linux is named after both its founder, Linus Torvalds, a Finnish programmer who finished compiling the Linux kernel in 1992, and Unix, the operating system that could be considered the grandfather of all modern OSs and which Torvalds based his design upon (note- whilst Torvald’s first name has a soft, extended first syllable, the first syllable of the word Linux should be a hard, short, sharp ‘ih’ sound). The system has its roots in the work of Richard Stallman, a lifelong pioneer and champion of the free-to-use, open source movement, who started the GNU project in 1983. His ultimate goal was to produce a free, Unix-like operating system, and in keeping with this he wrote a software license allowing anyone to use and distribute software associated with it so long as they stayed in keeping with the license’s terms (ie nobody can use the free software for personal profit). The software compiled as part of the GNU project was numerous (including a still widely-used compiler) and did eventually come to fruition as an operating system, but it never caught on and the project was, in regards to its achieving of its final aims, a failure (although the GNU General Public License remains the most-used software license of all time).

Torvalds began work on Linux as a hobby whilst a student in April 1991, using another Unix clone MINIX to write his code in and basing it on MINIX’s structure. Initially, he hadn’t been intending to write a complete operating system at all, but rather a type of display interface called a terminal emulator- a system that tries to emulate a graphical terminal, like a monitor, through a more text-based medium (I don’t really get it either- it’s hard to find information a newbie like me can make good sense of). Strictly speaking a terminal emulator is a program, existing independent of an operating system and acting almost like one in its own right, directly within the computer’s architecture. As such, the two are somewhat related and it wasn’t long before Torvalds ‘realised’ he had written a kernel for an operating system and, since the GNU operating system had fallen through and there was no widespread, free-to-use kernel out there, he pushed forward with his project. In August of that same year he published a now-famous post on a kind of early internet forum called Usenet, saying that he was developing an operating system that was “starting to get ready”, and asking for feedback concerning where MINIX was good and where it was lacking, “as my OS resembles it somewhat”. He also, interestingly,  said that his OS “probably never will support anything other than AT-harddisks”. How wrong that statement has proved to be.

When he finally published Linux, he originally did so under his own license- however, he borrowed heavily from GNU software in order to make it run properly (so to have a proper interface and such), and released later versions under the GNU GPL. Torvalds and his associates continue to maintain and update the Linux kernel (Version 3.0 being released last year) and, despite some teething troubles with those who have considered it old-fashioned, those who thought MINIX code was stolen (rather than merely borrowed from), and Microsoft (who have since turned tail and are now one of the largest contributors to the Linux kernel), the system is now regarded as the pinnacle of Stallman’s open-source dream.

One of the keys to its success lies in its constant evolution, and the interactivity of this process. Whilst Linus Torvalds and co. are the main developers, they write very little code themselves- instead, other programmers and members of the Linux community offer up suggestions, patches and additions to either the Linux distributors (more on them later) or as source code to the kernel itself. All the main team have to do is pick and choose the features they want to see included, and continually prune what they get to maximise the efficiency and minimise the vulnerability to viruses of the system- the latter being one of the key features that marks Linux (and OS X) over Windows. Other key advantages Linux holds includes its size and the efficiency with which it allocates CPU usage; whilst Windows may command a quite high percentage of your CPU capacity just to keep itself running, not counting any programs running on it, Linux is designed to use your CPU as efficiently as possible, in an effort to keep it running faster. The kernel’s open source roots mean it is easy to modify if you have the technical know-how, and the community of followers surrounding it mean that any problem you have with a standard distribution is usually only a few button clicks away. Disadvantages include a certain lack of user-friendliness to the uninitiated or not computer-literate user since a lot of programs require an instruction typed into the command bar, far fewer  programs, especially commercial, professional ones, than Windows, an inability to process media as well as OS X (which is the main reason Apple computers appear to exist), and a tendency to go wrong more frequently than commercial operating systems. Nonetheless, many ‘computer people’ consider this a small price to pay and flock to the kernel in their thousands.

However, the Linux kernel alone is not enough to make an operating system- hence the existence of distributions. Different distributions (or ‘distros’ as they’re known) consist of the Linux kernel bundled together with all the other features that make up an OS: software, documentation, window system, window manager, and desktop interface, to name but some. A few of these components, such as the graphical user interface (or GUI, which covers the job of several of the above components), or the package manager (that covers program installation, removal and editing), tend to be fairly ubiquitous (GNOME or KDE are common GUIs, and Synaptic the most typical package manager), but different people like their operating system to run in slightly different ways. Therefore, variations on these other components are bundled together with the kernel to form a distro, a complete package that will run as an operating system in exactly the same fashion as you would encounter with Windows or OS X. Such distros include Ubuntu (the most popular among beginners), Debian (Ubuntu’s older brother), Red Hat, Mandriva and Crunchbang- some of these, such as Ubuntu, are commercially backed enterprises (although how they make their money is a little beyond me), whilst others are entirely community-run, maintained solely thanks to the dedication, obsession and boundless free time of users across the globe.

If you’re not into all this computer-y geekdom, then there is a lot to dislike about Linux, and many an average computer user would rather use something that will get them sneered at by a minority of elitist nerds but that they know and can rely upon. But, for all of our inner geeks, the spirit, community, inventiveness and joyous freedom of the Linux system can be a wonderful breath of fresh air. Thank you, Mr. Torvalds- you have made a lot of people very happy.

*”It is sweet and right to die for your country”

Patriotism is one of humankind’s odder traits, at least on the face of it. For many hundreds of years, dying in a war hundreds of miles away from home defending/stealing for what were, essentially, the business interests and egos of rich men too powerful to even acknowledge your existence was considered the absolute pinnacle of honour, the ultimate way to bridge the gap between this world and the next. This near-universal image of the valiance of dying for your country was heavily damaged by the first world war, near-crushing “the old lie: Dulce Et Decorum Est/Pro Patria Mori*” (to quote Wilfred Owen), but even nowadays soldiers fighting in a dubiously moral war that has killed far more people than the events it was ‘payback’ for are regarded as heroes, their deaths always granted both respect and news coverage (and rightly so). Both the existence and extent of patriotism become increasingly bizarre and prevalent when we look away from the field of conflict; national identity is one of the most hotly argued and defended topics we have, stereotypes and national slurs form the basis for a vast range of insults, and the level of passion and pride in ‘our’ people and teams on the sporting stage is quite staggering to behold (as the recent London 2012 games showed to a truly spectacular degree).

But… why? What’s the point? Why is ‘our’ country any better than everyone else’s, to us at least, just by virtue of us having been born there by chance? Why do we feel such a connection to a certain group of sportspeople, many of whom we might hate as people more than any of their competitors, simply because we share an accent? Why are we patriotic?

The source of the whole business may have its roots in my old friend, the hypothetical neolithic tribe. In such a situation, one so small that everybody knows and constantly interacts with everyone else, then pride in connection with the achievements of one’s tribe is understandable. Every achievement made by your tribe is of direct benefit to you, and is therefore worthy of celebration. Over an extended period of time, during which your tribe may enjoy a run of success, you start to develop a sense of pride that you are achieving so much, and that you are doing better than surrounding others.

This may, at least to a degree, have something to do with why we enjoy successes that are, on the scale of countries, wholly unconnected to us, but nonetheless are done in the name of our extended ‘tribe’. But what it doesn’t explain so well is the whole ‘through thick and thin mentality’- that of supporting your country’s endeavours throughout its failings as well as its successes, of continuing to salvage a vestige of pride even if your country’s name has been dragged through the mud.

We may find a clue to this by, once again, turning our attention to the sporting field, this time on the level of clubs (who, again, receive a level of support and devotion wholly out of proportion to their achievements, and who are a story in their own right). Fans are, obviously, always proud and passionate when their side is doing well- but just as important to be considered a ‘true’ fan is the ability to carry on supporting during the days when you’re bouncing along the bottom of the table praying to avoid relegation. Those who do not, either abandoning their side or switching allegiance to another, are considered akin to traitors, and when the good times return may be ostracized (or at least disrespected) for not having faith. We can apply this same idea to being proud of our country despite its poor behaviour and its failings- for how can we claim to be proud of our great achievements if we do not at least remain loyal to our country throughout its darkest moments?

But to me, the core of the whole business is simply a question of self-respect. Like it or not, our nationality is a huge part of our personal identity, a core segment of our identification and being that cannot be ignored by us, for it certainly will not be by others. We are, to a surprisingly large degree, identified by our country, and if we are to have a degree of pride in ourselves, a sense of our own worth and place, then we must take pride in all facets of our identity- not only that, but a massed front of people prepared to be proud of their nationality in and of itself gives us a reason, or at least part of one, to be proud of. It may be irrational, illogical and largely irrelevant, but taking pride in every pointless achievement made in the name of our nation is a natural part of identifying with and being proud of ourselves, and who we are.

My apologies for the slightly shorter than normal post today, I’ve been feeling a little run down today. I’ll try and make it up next time…

Why we made the bid in the first place

…and now we arrive at the slack time, that couple of weeks between the end of the Olympics and start of the Paralympics where everyone gets a chance to relax, wind down a little, and take time away from being as resolutely enthusiastic and patriotic as we have been required to for the last two weeks (or a lot longer if you factor in the Royal Wedding and Queen’s Jubilee). However, it’s also an undoubtedly good time to reflect on what have been, whatever your viewpoint, a very eventful last couple of weeks.

To my mind, and certainly to those of the Olympic organisers, these games have been a success. Whether you feel that it was all a colossal waste of money (although how anyone can think that of an event featuring the Queen parachuting out of a helicopter alongside James Bond is somewhat puzzling to me), or the single most amazing thing to grace the earth this side of its existence (in which case you could probably do with a nice lie down at the very least), its motto has been to ‘Inspire a Generation’. From a purely numerical perspective, it appears to have worked- sports clubs of all sorts up and down the land, even in niche areas such as handball, have been inundated with requests from enthusiastic youngsters after membership, and every other sentence among BBC pundits at the moment appears to include the phrase ‘the next Mo Farah/Usain Bolt/Ben Ainslie/Chris Hoy’ (delete as applicable).

However, I think that in this respect they are missing the point slightly, but to explain what I mean I’m going to have to go on a bit of a tangent. Trust me, it’ll make sense by the end.

So…, what is the point of sport? This has always been a tricky one to answer, the kind of question posed by the kind of awkward people who are likely to soon find an answer flying swiftly towards them in foot-shaped form. In fact, I have yet to hear a convincing argument as to exactly why we watch sport, apart from that it is for some unexplained reason compelling to do so. But even if we stick to the act of participation, why do we bother?

Academics and non-sportspeople have always had a whole host of reasons why not, ever since the days that they were the skinny, speccy one last to be picked in the dreaded playground football lineup (I’ve been there- not fun). Humans are naturally lazy (an evolutionary side-effect of using our brains rather than brawn to get ahead), and the idea of running around a wet, muddy field expending a lot of precious energy for no immediately obvious reason is obviously unappealing. Then we consider that the gain of sport, the extent to which it contributes to making the world a better place is, in material terms at least, apparently quite small. Humankind’s sporting endeavours use up a lot of material for equipment, burn a lot of precious calories that could be used elsewhere around the world to help the starving, and often demand truly vast expenses in terms of facilities and, in the professional world, salaries. Even this economic consideration does not take into account the loss in income presented by the using up of acres upon acres of valuable land for sports facilities and pitches. Sport also increases the danger factor of our lives, with a heavy risk of injury ranging from minor knocks to severe, debilitating disabilities (such as spinal injury), all of which only adds to the strain on health services worldwide and further increases the ‘cost’ of sport to the world.

So why do we bother with it at all? Why is it that the question governments are asking themselves is “why aren’t enough kids playing sport?” rather than ‘why are so many of them doing so’? Simple reason is that, from every analytical perspective, the benefits of sport far outweigh the costs. 10% of the NHS’ entire budget is spent on dealing with diabetes, just one of a host of health problems associated with obesity, and if just half of these cases were to disappear thanks to a healthier lifestyle it would free up around an extra £5 billion- by 2035, diabetes could be costing the country around £17 billion unless something changes. Then there are the physical benefits of sport, the stuff it enables us to do. In the modern world being able to run a kilometre and a half in four minutes might seem like a pointless skill, but when you’re being chased down the street by a potential mugger (bad example I know, but it’ll do) then you’d definitely rather be a fit, athletic runner than slow, lumbering and overweight. Sport is also one of the largest commercial industries on earth, if not on a professional level then at least in terms of manufacture and sale of equipment and such, worth billions worldwide each year and providing many thousands or even millions of jobs (although some of the manufacturing does admittedly have a dubious human rights record). The health benefits of sport go far beyond the physical & economic too, as both the endorphins released during physical activity and the benefits of a healthy lifestyle are known to increase happiness & general well-being, surely the ultimate goals of all our lives. But perhaps most valuable of all is the social side of sport. Whilst some sports (or, more specifically, some of the &%^$£*)@s involved) have a reputation for being exclusive and for demoralising hopeful youngsters, sport when done properly is a powerful force for social interaction & making friends, as well as being a great social equaliser. As old Etonian, heir his father’s baronet and Olympic 110m hurdles finalist Lawrence Clarke recently pointed out in an interview ‘On the track it doesn’t matter how rich your family is or where you’ve come from or where you went to school; all that matters is how fast you can get to the finish line’ (I’m paraphrasing, but that was the general gist). Over the years, sport has allowed mixing between people of a myriad of different genders and nationalities, allowing messages of goodwill to spread between them and changing the world’s social and political landscape immeasurably. This Olympics was, for example, the first in which Palestinian and Saudi Arabian women competed, potentially paving the way for increased gender equality in these two countries.

Clearly, when we all get behind it, sport has the power to be an immense tool for good. But notice that nowhere in that argument was any mention made of being the physical best, being on top of the world, breaking world records because, try as one might, the value of such achievement is solely that of entertainment and the odd moment of inspiration. Valuable though those two things surely are, they cannot begin to compare with the incalculable benefits of a population, a country, a world united by sport for the good of us all. So, in many respects, the success of an Olympic games should not be judged by whether it inspires a new superstar, but rather by how it encourages the guy who turns up with him at that first training session, who might never be that good a competitor… but who carries on turning up anyway. The aim of top-flight sport should not be to inspire the best. It should simply be to inspire the average.