luciano petullà

systems and dimensions of new communication

Introduction American company Apple, producer of computers and personal devices – among others, the famous mp3-player iPod – has entered into mobile business with a video cell phone that has been presented and hailed worldwide with a great emphasis. In this paper we’ll take iPhone as a fresh case study to update some paths used to study video cell phone (Borrelli, Petullà 2007). It is a phenomenon particularly suited because of its success, that can be understood only at the light of a context including the logic of its technical development and aesthetical aspects, and so inevitably experiential ones, justifying a fully sociological and cultural approach to media study. Although the great number of interesting cues, we will try to focus our attention on contiguous topics with our previous analysis, using it as interpretative frame. The iPhone has been presented in US on January 2007 becoming commercially available on June the 29th. Both events have received an enormous attention from international media; they have dedicated much time to illustrate its characteristics as well as folkloristic aspects marked by feverish waits of early adopters, that formed long queues to buy an expensive phone (at least 500/600 dollars for the early versions)…

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