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As if Apple needed another kerfuffle, it appears that one of its marketing efforts for the movie F1 has raised the hackles on the necks of some. You almost have to be tuned out completely to have missed the plethora of marketing methods Apple has already been pushing around the racetrack to get this movie to the starting line. But there’s always more.

Apple started pushing out Apple Wallet notifications to users of that service announcing that they could receive a discount for movie theater tickets via Fandango by purchasing those tickets with, yep, you guessed it, Apple Pay.

I saw the notification late last night and just swiped it away the way I do the majority of these mosquito-like pests. Too bad I didn’t take a screenshot.

But Casey Liss, of The Accidental Tech Podcast trio grabbed one and posted about it on Mastodon, accompanied by a vomiting emoji.

Those who felt as ill about the promotion as Casey did quickly jumped in, condemning it and pulling out the enshittification label that we’ve all become familiar with since it was coined by Cory Doctorow in 2022.

Yes, it is advertising, but I’m not sure it was enshittification. Perhaps we’re reaching the point of shitting all over that label and diminishing, yet revealing its power in sort of a weird turning in on itself way that proves the original meaning behind the original term even while mucking it up by using it too frequently.

Granted there aren’t too many who lust for the ever increasing onslaught of advertising and marketing pitches we’re bombarded with hourly. I’m certainly not one who does. But advertising and marketing, as overused and overwrought as it has become, in and of itself isn’t enshittification, no matter how fast it grows like weeds rapidly enveloping every corner of our Internet usage.

My grandfather used to say that “a weed is anything that grows where you don’t want it to.” Most of today’s advertising certainly feels weed like. And it keeps getting worse, especially when pushed at us from sources we don’t expect it from. Amazon we expect this from. Apple not so much. Though there is a history there.

In my view of things, Apple advertising this promotion is really not that much different than a podcast advertising its latest merch to its audience or promoting a fundraiser. Don’t get me wrong, I’m not shitting on The Accidental Tech Podcast, which does both of those things. I actually pay for a subscription and occasionally buy their merch and donate when they fundraise. Captive audience marketing is an age old technique and it works. I’ve used it myself. Even so, it can grow old and tip over into enshittification.

But there’s a larger point.

Eventually most users tune out. I used to deliver a curtain speech pitching the next play or special offer before every performance at a theatre I ran. Initially they were wildly successful. Eventually returns diminished. That may be anecdotal, but I believe the more ads increase the more they become the blandest of white noise or even a turn off to the product. Again, anecdotally I had initial interest in the F1 movie, but after the inundation of advertising I’ve already decided my interest has waned. So I’m certainly not going to be contributing to Apple’s goal of finally putting butts in theater seats for one of its movies. I’ll catch it sometime down the line on streaming.

Overhyping, as a facet of enshittification can too easily create diminishing returns, gradually enshittifying the very business models of the enshittifiers. Mosquitos can’t feed when everyone within their range packs up and goes indoors and they eventually move on or die out.

We just haven’t reached that tipping point in this bloodsucking business model we’re trapped in currently. In his original post outlining the enshittification of early social media platforms Doctorow says “the same forces that drove rapid growth drove rapid collapse.”

I doubt we’ll reach that tipping point in advertising. Because there’s a whole new frontier that the enshittifiers are just waiting to exploit and that’s AI. Google’s moving away from search faster than its search rankings are dropping and there’s no secret on the path it’s choosing.

I’ve often imagined that perhaps AI could be one of our salvations in the advertising scheme of things, figuring out better than humans seem capable of doing when enough is enough. But those driving that racetrack see the possibility of too many dollar signs to make that more than just a wild imagining no matter how much sense it might make.

 

You can find more of my writings on a variety of topics on Medium at this link, including in the publications Ellemeno and Rome. I can also be found on social media under my name as above.