Franco Lai, University of Sassari
ABSTRACT
Since the eighties of the last century onwards, introducing electronic technologies changed working conditions,
study, and forms of communication and relationships. In this essay, I intend to talk about the success of Apple
products in Italy by referring to the social phenomena related to the use of technologies: their role in daily life,
the reasons for a consumer model that has rewarded the intuitive, direct, and friendly approach to the devices.
The character of the design with refined shapes, colors, and materials played a powerful role in this model of
consumption.
KEYWORDS
Apple, technological innovation, ICT, consumption, social distinction.
