The shared consciousness or the public sphere is a powerful force in shaping change. Amplified by external and transactive memory the sense of the real is constantly changing. An ideas that was originally created by the proliferation printed ephemera led culture to become a force beyond geography or time. The extended mind is technology manifested as a concrete. Accelerating returns accompany any advance in technology.

We all have one. But do we ever stop to analyze the implications that this device has?

Consider the name of the device itself, iPhone it is the lowercase letter ‘i’ followed by Phone. This capitalization is not just a unique way of branding it also has larger implications for how users interact with this technology. By enabling hyper-connection and consumption the individual is reduced from the proper form of self “I” to the detached and collective self “i”.