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This short Marxist analysis gives more of an insight to why Marxist can state that we're living in a 'CAPITALIST' soceity. When collectively (even if you have a Samsung, HTC etc - still a smart phone) we are hegemonic with such a thing as a phone.

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Clearly between certain generations the adaption is minimal. For example 4 and 4S (one has Siri one doesn't.) Yet still many of us felt the 'NEED' to buy the 4S as it's classed as the latest thing to have. Another reason why Apple are able to bring out new products/software evry 6-12 months.

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Apple                   (iPhone in particualr) 

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Apple                   (iPhone in particualr) 

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Marx would argue that the only reason we desire such products as Iphonesis because

they're presented by the bourgeoisies as something essential to have. Therefore competiting with one another to have the best phones to be able to surrive (surrival of the fittess.)

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As a company Apple play on our human desires of want over need. Marxist would refer to it as them using their power (through adverts and promtions) playing on our commodity fetishism. Which is exactly what we do. For example queing hours on end whenever a new product/software is released. Almost become predators in a jungle hunting for our prey

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Being at the top of the hierarchy structure, this puts Apple in a poistion of power within society's economic structure of today. Although they rely on their consumers' purchases of their cultural products to keep their business alive.

However, they're ruling because Apple have enough money for the best advertsing meaning they can position their products as the most desireable, Marxs would comment on them controling on want we like to have. Their use of advertising creates a sense of false consciousness where apple products will make us happy. Marxs would ask how long for?