Simon Western has ruined my eager anticipation of the Apple Watch (launching late next month, pre-orders from 10th April). In a profound and reflective piece, he discusses how the Watch (as opposed to the humble watch) represents the latest and most decisive step towards the creation of a neurotic age.
Key to this argument is the insight that technology is not simply an appendage to human life but changes what it is to be human. As Simon Western says, we are so affectively attached to the brands and products of the technology companies that they become a part of our emotional, physical and cognitive being. Apple is foremost in facilitating this attachment – with its celebrated competence in combining the disciplines of arts, humanities, science and technology in the service of the development of products to die for. But it is far from alone, as exemplified by the signal obssessions of our day: monitoring of Facebook, Twitter, Instagram or email; the pre-eminence of collecting selfies above experiencing life; or the quantifying of one’s lifestyle.