Apple announcements never fail to entertain. Over the years most amusing moments came to be when an Apple executive makes a comment about how their products not just contain amazing technology, but embody larger than life qualities. Couple years ago, when Apple removed the headphone jack from its phones, they called, without a hint of irony, “courage”. This year’s announcements had its share of squirming moments too, from Apple Town Squares to soul-sucking visualizations of face scanning technology. But for me, the real kicker was when Apple decided to associate the Apple Watch with cellular connectivity with “freedom”.
It’s hard to not cringe, when you see Apple’s first promo video for the cellular Watch shows a surfer, who receives a call right in the middle of her sick trick. How is that a good thing? Do people not go on vacation to unplug? The eye rolls didn’t stop there; where Apple decided to demo making a phone call with nothing but a watch by showcasing an Apple executive answering a phone call, during a paddle-boarding session on Lake Tahoe. I wrote the proclamations of freedom via a $400 watch, combined with a $120/year bill hike, off as garden-variety Apple navel gazing.
It wasn’t until I read a review of the watch by Hodinkee, a high-end watch blogger, that the freedom Apple was promising was nothing more than freedom of its own device, the phone. It’s a great read overall, with lots of interesting insights into the industry itself. But what caught my eye was how the watch changed, or reduced how he used his phone.
In the few days I’ve been using the Series 3 Edition as my only communication device, I’ve found myself checking Instagram less. Texting less. Dickin’ around on the web less. I use the watch to text or make phone calls when I need to – and that’s it. My definition of “need” has changed completely – and frankly I don’t miss having my phone in my pocket at all.
The smartphone promised us always-on connectivity, and we welcomed it with open hands. The ability to respond to an email immediately wasn’t new, but add an actual web browser, and an App Store that extended the functionality of the phone virtually endlessly, we got hooked. As the fidelity of medium increased, it slowly became not just a device to use for a specific purpose, but something that we use, to more or less, to use. In short, we traded in our attention for the promise of always connectivity.
The reasons for how our phones are so addictive are numerous and we are just discovering the results, both personal and societal, of such an enormous shift in how we manage our attention spans. Although the research is taking shape, there are already a few loud voices telling us that the commodification of our attention is nothing less than a full-on scale war by the brightest minds of our generation against our identity.
I am not no Luddite; I earned my living for the past 7 years for working at technology companies. As I have moved across first cities, and then countries, I have relied on technology to stay connected to those that’s dear to me. I also think that technology is an essential tool to slowly bring down the arbitrary barriers in humanity, democratize access to information, and generally make the world a more just place.
Apple Watch here stands as an interesting device with the promise of a connectivity with a much smaller drag on one’s attention. It has a screen, but a much smaller one than the one on your phone; you simply can’t look at it for hours at end. The input methods to it are similar to a phone (with the notable exception of a camera) but voice plays a much bigger role on it, ironically, than it does on the phone. You can, realistically, use your watch via voice, both as an input and output method and only rely on the screen for an occasional glance.
Of course, the same dangers that made the smartphone an attention hog loom over the watch. Unlike a phone, a watch is always attached to your body, with an ability to jerk you at any time with a vibrating motor. And Apple is not being subtle about its goals; while it is admirable that the company is using the heart-rate sensor to detect heart conditions and generally provide data to researchers around the world, there’s something off-putting about your heart rate being measured constantly and uploaded, even in aggregate form, to some datacenter somewhere. And maybe, this will all be invalid when the tech industry actually puts is resources, unlike they’ve done so far, behind developing new apps for the watch that become as addictive as their phone counterparts.
It is early in our technological evolution to tell what will be the prevailing way we’ll be interacting with technology and for what purposes. Smartphones seem ubiquitous now but it’s important to note that they have existed for merely 10 years, a blink of an eye even on the fast changing pace of technology. It’s very unlikely and depressing that interacting with a 6 inch glass slate that is littered with apps whose raison d’être is to collect more data about you to sell better ads, is the conclusion of human-computer interaction.
In some way, Apple’s proclamation of freedom that you can get with a watch is an admission of this guilt. What the watch promises is a freedom from your phone. More than any company, Apple itself created this world where we feel a compulsive desire to be entertained and not be bored. And maybe, with the watch, Apple can help undo some of the damage. This is not to suggest that the main reason Apple sells devices is to advance the human civilization, or to not make unfathomable amounts of money, only to spend it on absurd buildings or ask for salvation from a giant corporation for our sins.
Unlike many of the other tech giants, Apple makes most of its money (though increasingly not all of it) from directly selling products to its customers. Without other intermediaries to take a cut, the company’s incentives are more directly aligned with those of its users. And more than that, with its size and reach, Apple is a company that sets the tone for the industry.
Our mode of interaction with our technology is still evolving. It is not reasonable to roll back to a world where always-on connectivity isn’t the norm. But that doesn’t mean that our attention should be up for sale. A device, or a combination of devices, that makes a conscious effort to be less in your face and more out of your way is one way to ensure that.