Future Tense is the citizen’s guide to the future. A partnership among Arizona State University, Slate and the New America Foundation, Future Tense explores emerging technologies and their transformative effects on society and public policy.
On Jan. 22, 1984, one of the most famous advertisements in American history debuted during Super Bowl XVIII, the one and only time it appeared on nationwide television. Advertising the Apple Macintosh personal computer, it showed a single brave heroine outrunning the thought police to destroy ideology, conformity, and totalitarianism, and ended with the tag line “On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like 1984.” It did a lot of things. It gave the Apple brand an individualistic, somewhat countercultural, flavor, which the firm retains even today, when it is one of the behemoths of the global economy. More importantly, perhaps, it provides an insight into technology systems that tells us a lot about autonomous vehicles and their likely routes of acceptance into mainstream culture.