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Monday, October 25, 2010

Down the Memory Hole? Maybe, but we're watching it happen.

[much snipped here]

Like the Ministry of Truth, it appears that Apple is deliberately attempting to usurp the meaning of the word Flash in the computing industry and redefine it. They’re tired of the word standing for an inefficient browser plugin. They’ve begun leaving Flash out of stock Mac OS X installs. They’re dodging its implied meaning in calls and pushing what they want it to refer to. Fast, efficient storage.

Down the memory hole, indeed.

Rafer sez:
Jobs is doing some sketchy stuff, vis-a-vis redefining “open,” et al. However, Flash is the longstanding private trademark of a pretty darn big company. If they can’t defend themselves by learning how to either ship a great version of this product or market decently, they deserve to be redefined and forgotten.

I started thinking about a related phenomenon the other night. My main takeaway at this point is that right now Apple understands the power of shaping and controlling language better than any other company out there.

For me the issue then becomes whether we, as consumers, should put up with it.  I’m switching to Android with my next phone for myriad reasons, one of which is I do think Apple has really started to exploit customer ignorance by enhancing it.

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