In the real world, as related in Walter Isaacson’s biography, the name of Apple Computers came when Steve Jobs was one one of his fruitarian diets, and was inspired to name his company after coming back from a mysterious commune in Oregon called “the Apple Orchard” because it sounded “fun, spirited and not intimidating.”
In an alternate dimension filled with psychadelic bio-horror, though, what if Steve Jobs named his company Apple because he bit into an Apple and cut his mouth on a microchip inside, after which he began to be haunted by squiggling, biomechanical creatures with lurid, prehensile appendages strung together from silicon and copper wire.
The latter is the origin of Apple Computers as conveyed in Ryan Patrick’s new music video for Miike Snow’s “Pretender,” and while it may seem all a bit surreal, behind the best surrealism is another way of looking at the truth. Our friend Mark Wilson says over at FastCo. Design that maybe the best way to summarize Jobs’s life story is “as a gifted wild child who earnestly searched life for meaning and found computers.” Weird as it is, that’s what the video to “Pretender” is about too.
Via: Fast Co. Design.