Spersonalizowana reklama iPhone’a X jako mikrokosmos komunikacyjny

The author of the article describes the effects of the personalized advertising of the iPhone X and considers the functional world of smartphones – the essence of this device and the spiritual and physiological changes caused by it. Hand-held smartphones have become a tool and object shaping the personality and character of the cybercommunication user, separating him from classic analogue communications and body spectacles. The cultural and marketing principles of this new type of social communication were pointed out in May 1998 by Steve Jobs. According to personalized advertising, iPhone X is a medium with an aesthetic graphic interface and communication applications. Definitions and expansive practices of contemporary design are as unobvious as the concept of the Internet. Apple has translated the power of design into an effective marketing strategy and philosophy of culture. To put it simply, design recreates and consolidates communication, while art initiates and inspires it. But design is also the language of the individual but contextualized choices. In summary, appleization is a marketed culture format. First of all, it means to design sales. In fact, Apple proposed, by presenting the iMac, iPod, iPhone and – iPad, all consistently designed by Jonathan Ive, a pro-social marketing strategy, personalizing advertising, employer branding as the philosophy of the organization, and original typography as the basis of the company’s communication and off-line-user experience, unboxing rituals, and product placement; these are selected examples of professional activity, whose aim is to build the philosophy of a modern brand and, as a consequence, to remodel the user’s awareness. Therefore, if we recognize that the essence of the cult of (each) brand lies in the image and product creation, Apple supports this cult by drawing on synergy of employer and personal branding. Design is not so much a global philosophy as it is a part of the process, a fragment of such branding, which is one of the lifestyle paradigms.