Apple wants you to believe that it's the right place, really

Spoiler Alert: If you have not seen The Good Place yet (and what are you waiting for?), Beware. This article reveals a huge plot point.

The world that Apple unveiled Monday during its media event looks like a place where life is good.

From the generic movie credits of the 1960s (which boasted in particular that the Apple is powered by "100% renewable energy"), through the unveiling of Apple News + (which we remembered more than ever, "quality journalism counts"), via the Apple Pay titanium credit card, and the launch of the famous Apple TV + (with its blur on optimistic stories and diversity), the CEO of Apple, Tim Cook, sent a strong message: you are in the right place.

The powerful media giant, Facebook, was not mentioned once, but its presence was felt everywhere. We are for security and privacy, said Cook. Subtweet: They are not. Technological firewalls mean that Apple does not know what you are reading or watching. Translation: Facebook does, and it's scary. We do not show you ads, and no ads based on your browsing or buying habits will follow you on the web, Apple said. This is the wrong place!

That's not yours is not totally clear how much content partner the Apple News + service – $ 10 per month for a range of subscriptions to newspapers and magazines – will offer users. Do not pay attention to the nasty giant behind the credit card, Goldman Sachs, or the fact that his "low interest rate" has not been announced. Forget that Apple Arcade (the safe place and no advertising for games) and Apple TV + were not accompanied by price tags. Who needs TV movie trailers when you have celebrity shows, a thematic melody on the piano, and tiny content snippets mixed with dramatic music?

Just focus on the feeling of being wrapped in a safe and beautiful ecosystem, a perfect world of uplifting infotainment. Concentrate on Oprah, who will "summon a meeting of the spirits" and give us "a unique opportunity to raise ourselves" through a reading club that will be somehow different from the reading club she runs. in the real world since 1996 (and online since 2012).

Overall, it was the main version of a neighborhood filled with fashion boutiques and fashion statements: colorful, interesting, somewhat unsatisfactory. Spoiler alert for those who have not finished season 1 of The right place nevertheless: the comparison froyo does not bode well.

Image: Justin Sullivan / Getty Images

Here is what was said: The Good Place is not paradise, but a very advanced experience designed by The Bad Place. The character of Ted Danson, Michael, supposedly an angel, has created a neighborhood with pastel colors.

Here, our heroes were supposed to be grateful to have avoided landing in hell, but also angered and anxious eternally in the thought that everyone around them was living their best life.

Now, I'm not saying that Tim Cook is actually a millennial demon trying to torture us with new evil designs. But it is clear that its purpose is not as altruistic as such events prove. He does not try to save journalism. He is a very cold businessman with a trillion dollar business.

Its mission, now as always, is to make us spend more money for more products and subscriptions. Even though he talks too much about us using too much of our iPhones, he wants you to give Apple more time to your life.

If and when you turn around and have a moment Eleanor Shellstrop – "wait a minute, this is the wrong place! "- it will be too late.

Some of us have already fallen for everything Apple sells so far, despite the initial skepticism. I watched the event on my Apple TV while typing on my Macbook and peeking at my iPhone, leaving my couch 10 minutes each hour because my Apple Watch was watching me. he had said.

This level of immersion will only become more common. A largely ignored aspect of the Apple TV upgrade is that you will now be able to get Apple TV as an app on Roku, Amazon Fire and Smart TVs manufactured by LG, Samsung, Sony and Vizio. How many millions of new converts to the church of Apple do you think that will bring?

This laser-engraved titanium credit card, meanwhile, will turn millions of consumers into Apple's commercials. Now, this status symbol requires you to use another status symbol – an iPhone – before you can operate. But this subtle limitation will not prevent its enthusiastic users from being flexible.

This summer, wait in line at the cashier when a guy in front of you pulls his old shiny rectangle out of his wallet a little too early. Maybe he will fade or cool his face with that. Boy, what a day, huh? Pretty hot for you?

Flexing is also what Apple does in the entertainment field. None of the shows that the company unveiled offered a premise not to be missed. All of them relied instead on the star power of celebrities such as Jennifer Aniston, Jason Momoa and Steven Spielberg. Apple's goals were to get people talking, to prevent the unveiling of other new streaming services such as Disney +, to solicit more Hollywood content and more. Warn Netflix that there was a muscular new competitor in town.

Right now, Netflix and HBO are the watchwords of streaming content. Every month, they launch at least two great original hits. Then there is Amazon Prime – where, despite the millions spent by Jeff Bezos, there is little beyond The wonderful Mrs Maisel which qualifies as must-watch. On the sole basis of this first release, it seems that Apple is doomed to enter the second category.

But who cares whether this is not really the right place for television? This is another subscription for sale, another step up in the financial belt of Apple. Even if you do not sign up for the service, you may be more likely to download the Apple TV app on your non-Apple Smart TV.

Then you'll be amazed by the stunning design, sharp and impressive screen savers, the surprising ability to offer your favorite shows and channels – and a visualization suggestion based on your favorite shows and channels – without ever leaving the walled garden.

Bingo: You are a convert, someone who suddenly has a better chance of walking around an Apple Store and being sold for something else.

You can leave the Good Place at any time, but you can never leave.