(“He’s Doing it Again … “)

I probably shouldn’t even post this at a Mac site, but has that ever stopped me before?

My life vis-a-vis the world of Macintosh has changed radically since I no longer get paid to write about Apple. Interestingly, for all my love of the platform, I mostly don’t seem to care that much anymore. For the first time in years, I didn’t “watch” the stuttering QuickTime webcast of today’s Macworld keynote, yet I had a great time in the real world. And judging by the paucity of good hard news from the trade show, I’d have been really outraged if I’d spent good money to go to San Francisco just to visit Moscone.

Don’t get me wrong, now. An iPod would be nice, and I love the software announcements. Some day when I have a faster Mac, broadband, and have time to play with these things, I’ll show you what I can do with the music apps. Apple is awfully good at providing incredible tools for creative people. I don’t think the apps will make people creative, however. There won’t be an outpouring of hot new music just because making it is easier — or should I say GOOD new music — but anyone so inclined and possessed of the requisite talents will be excited (and with good reason).

However, I have the notion that we are approaching the end of a long cultural cycle. I think “branding” is still valid, but teetering, like a stumbling giant with a brain tumor. When bowl games were named for their sponsors, for example, I quit watching. What I’m getting at here is that society has gone about as far as it can with a value system that equates ownership of certain products with virtue, intelligence, or the attainment of some kind of “success.” What this has gotten us, among other things, is a national government that exists only to promote the fortunes of major corporations and the highest levels of household debt in the country’s history. This ain’t all there is, in other words.

“Well, what WOULD you have us do?”

Frankly, I don’t know. My own life is a terrible model, based on the value system of the preceding paragraphs, but I’m discovering a few things. Far too slowly for my taste, I might add, but the direction is clear: self-empowerment on a scale that can’t be measured by market share or opinion polls, and a value system that recognizes our true place in the world. If I have any insights, I’ll continue to share them along the way.

As for Apple, I love it, but so what? How can we be happy when the power goes off and the money’s all gone? Not that there’s any reason to expect those things, but surely we have other games to play. We’re all going to die, for example, but is that so bad? Who says it is? Is that why I’ve paid out enough in health insurance premiums to pay for a house or a whole other life?! Something isn’t right, and the solution has nothing to do with either old-time religion or owning the latest Apple gear — or even a new Harley [sigh].

Yeah, I want a motorcycle. But for the noise and speed, not for the brand. For the THRILL, in other words. Passion is cool, you know, and if that’s what makes you want to boot up that G5 and see what GarageBand can do, well hell, go for it, babes, and I’ll be right there with ya.