“First was the mouse. The second was the click wheel. And now, we’re going to bring multi-touch to the market. And each of these revolutionary interfaces has made possible a revolutionary product – the Mac, the iPod and now the iPhone.” These words are said by Steve Jobs, the CEO and co-founder of one of the world’s largest tech companies, Apple. This company has come a long way in terms of the latest technologies. Ever since the first iPhone was launched, Apple never failed to impress their consumers by launching newer versions of the iPhone. I, just like other iPhone users, would keep my eyes out for the latest updates on the new iPhone models. This enthusiasm that I portray makes me wonder, what role am I exactly playing as I continue to buy more Apple products? In this analysis, I will focus on Louis Althusser’s definitions of ideology and his concept of Interpellation to help further explain my identity as an Apple consumer. Louis Althusser was an influential philosopher. He believed that we are all ‘unconsciously’ influenced by an ideology that is altered by our own beliefs and ideas (Storey 71). To theorize even further, he introduced three definitions of ideology. First, he argues that ideology is “a system of representations (images, myths, ideas or concepts)” (71). In other words, Althusser believed that ideology was governed by rules that had a political aspect to it. This emphasizes our ‘real’ and ‘imaginary’ relation. Since we live in a world dominated by the upper class, there obviously is an assumption that we idealise them as they seem happier and wealthier. But Althusser proves it differently. In “Ideology and Ideological State Apparatuses (Notes towards an Investigation)”, he states “there is no ideology except by the subject and for the subject” (Althusser, 1970). He clearly means that ideology is imaginary and everyone, including the dominant class, are not aware of it. This creates a notion that ideology does not reflect the actual conditions of the real world but rather the imaginary relationship of us as individuals, to the real world. His second definition states that ideology is a “material practice” (Storey 78). He believes that ideology is something that we inherit as thoughts or practices and continue to use that ideology in our day to day lives. For example, I am a waitress and I bring a cup of coffee to a customer and I accidentally spill a bit while carrying it. I apologize and b>