If you’re reading this, chances are you’re addicted to what I like to call ‘the app way.’ So no matter whether you are President Trump and you have an iPhone for Twitter uses exclusively, or you’re a common millennial whom phone’s storage is always full because of the tons of megabytes in downloaded apps, you are the kind of person who has an application for literally everything — And Apple cares about it more than you think.

In fact, a few days ago Apple launched this funny short campaign through its YouTube channel. The company demonstrated that the apocalypse would be a world without applications.

It’s amusing (and at some point worrisome) to see how our society has gotten so used to the app lifestyle. Although, was that the point of Apple with this campaign? It would be silly if the number one marketer of apps and services tried to make its consumers look ridiculous. Before revealing the hidden message between lines, let’s take a quick review of mobile apps’ history and evolution.

The age of apps: the evolution of mobile applications


Mobile applications have become one of the primary ways people communicate, shop, organize their lives, play, and even work. So when did this happen? When did we get addicted to the world of apps? I’m sure if I could make a quick poll asking people who they think pushed us into this tech wave, the ruling answer would be Apple. However, responsibility is at IBM.

Indeed, apps date back to the Simon’s IBM, which also paved the way for modern smartphones by including a touchscreen instead of buttons. IBM’s 90’s handset introduced functions in the shape of touchable square bubbles with tools like fax capability, notepad, address book, email, calendar, games, and more.

Of course, there’s no doubt that Apple’s App Store launching in 2008 was the game changer, and not only because of its rapid growth, but also the way it allowed competitors to enter a new market, as was also the case of Google’s Android Market just three months later.

That being said, there started a never ending competition where we are the only beneficiaries since all marketers like the Apple Store or Google Play Store won’t rest until we have a solution in the shape of an app for every activity we can imagine. Did you get it? That’s the core of the Apple WWDC 2017 ‘APPOCALYPSE’ campaign: they want us all onboard, programming and coding our futures.

Apple’s catering to all generations

So Apple is working effortlessly to show us that anyone can code and contribute to an app solution for the planet. It’s not only about the campaign, but for example, the easiness the company provides to study in Italy at Apple’s University or other scholarships like those given at WWDC 2017 to an 82-year-old Japanese woman and a 10-year-old Australian teen.

Los desarrolladores Apple Yuma Soerianto (izquierda) y Masako Wakamiya.

Actually, Yuma Soerianto (the youngest participant of the conference) and Masako Wakamiya (who put herself in front of a computer for the first time at age 60) are exponents of the new economy of the applications. What both have in common: just motivation and the urge to learn. They do not pretend to be professionals, but to feed a playful mind to create.

To give you peace of mind, it’s harder than Apple makes it seem to exterminate all the apps around the globe. Nevertheless, that much concern could also mean the company is living in a talent drain. In any case, if you had the power of creating an app that could lead us all to a better future, what would it be? Maybe something against bullying and harassment? Sounds like a great start.