Using technologies. The success of the Bitten Apple in Italy

Since the eighties of the last century onwards, introducing electronic technologies changed working conditions, study, and forms of communication and relationships. In this essay, I intend to talk about the success of Apple products in Italy by referring to the social phenomena related to the use of technologies: their role in daily life, the reasons for a consumer model that has rewarded the intuitive, direct, and friendly approach to the devices. The character of the design with refined shapes, colors, and materials played a powerful role in this model of consumption.