The death of Steve Jobs on October 5 vividly illustrated the Apple paradox at the heart of this film: for the first time in history, an entrepreneur was hailed and mourned as a benefactor of humanity, and his commercial success celebrated as a work of genius. Today, this fascinating ability to combine a rebellious brand image with enormous commercial profits is the pretext for a documentary investigation that focuses as much on the Mac universe as on homo modernicus and his ambiguities. From the small computer company of the early days to the multinational of today, we see how the Apple brand has captured the market through its aesthetic choices, emotional marketing and undeniable technological inventiveness.

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