In this regard, it is relevant to consider the epic history of Apple Computers, started in 1976 when the inventors Steve Jobs and Steve Wozniak produced some circuit boards in a garage in the Silicon Valley, by analyzing primary data, such as early experiences, products, commercials, and buildings. Jobs LeadershipģApple is one of the few IT companies in the world that seems to trust in its own autonomy, instead of its place within a network, as a philosophy of labor, management and marketing, and it is also the only IT company that has been rewarded by this philosophy. Among the multinational technology companies, Apple is the pivotal example of a corporation serving a global marketplace, while challenging, in the form of its headquarters, notions of virtual and physical space, connection and separation, centralization and colonization.ĢThe point is: what is the physical organization of a type of campus that arises as a new monument for a highly technological and competitive society? Is it a power station from which free thought could arise, or is it a control center where a new type of surveillance is developing? Design and Commercial Strategy.

A new type of militarization makes these centers inaccessible and fortified garrisons, which paradoxically produces a spatial model that separates instead of connecting. Today, more than in the past, the network of intense online connection seems to have its fortified zones: IT campuses, research laboratories, and headquarters of the Internet giants appear as physical nodes for producing digital technologies and fostering global connectivity, but they also materialize as new strongholds of control and power. However, if a corporation is defined by its immaterial flows, it is also described by the territorial basis of its nodes, legible in the headquarters of the corporation itself (see Harwood, 2016: 218-243).

Of course, in the Deleuze’s statement we can find the echoes of the Fredric Jameson’s belief that the physical entity of the marketplace is going to disappear and to be replaced by its imagine, its brand (see Jameson, 1991). This statement describes the immaterial nature of the notion of corporation, by depicting it as an entity in perpetual “metastability”, whereas in electronics, the condition of “metastability” identifies the skills of a digital electronics system to persist for an unlimited time in a state of precarious equilibrium. 1«In a society of control», Deleuze wrote, «the corporation has replaced the factory, and the corporation is a spirit, a gas» (Deleuze, 1992a: 4).

Liberte for apple instal