iMac Rip Off: How Apple's Competitors Are Trying to Mimic Its Success

This means that the focus shifts from the result of interaction - e.g. the music, the weight - , towards the involvement during interaction, e.g. putting on a record and listening to music, weighing food. The relationship between the machinery and the commodities is restored and engagement is obtained. In this new context-dependent situation, the machine withdraws only when the user can be intimatewith it, and subsequently is absorbed in the activity. Fels and Mase postulate that an individual has a high degree of intimacy with a device when he can effectively communicate ideas and emotions through the device, as if it were an extension of himself (Fels and Mase, 1998).

Can You Say, “iMac Rip Off”

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