1984 Macintosh commercial runs during the Super Bowl. You're watching Apple position itself as the counterculture smashing IBM's dominance. You look at your devices today: they're all Apple. The company that threw the sledgehammer built the screen everyone stares at now. How did the rebel become the empire it promised to destroy?

Why didn't the commercial show the product? Levy explains that selling philosophy over features was revolutionary for tech advertising. The Mac introduced clicking instead of typing commands, pictures instead of code, accessibility instead of expertise. But philosophy doesn't pay bills: the computer cost $7,500 in today's money and failed commercially for over a decade. Only Jobs's return with the iMac in the late 1990s rescued the company from irrelevance.

We lost the counterculture somewhere between 1984 and now. Every device uses the same platforms. Every person subscribes to the same services. Big Tech companies, including Apple, occupy the monolithic position IBM held when that sledgehammer flew. Next time you see that commercial: remember it wasn't predicting the future, it was describing a moment that already passed.

Topics: 1984 Macintosh commercial, Apple counterculture, technology democratization, Big Tech dominance, privacy concerns

GUEST: Carmi Levy | Technology analyst and journalist

Originally aired on 2026-01-22

1984 Macintosh commercial runs during the Super Bowl. You're watching Apple position itself as the counterculture smashing IBM's dominance. You look at your devices today: they're all Apple. The company that threw the sledgehammer built the screen everyone stares at now. How did the rebel become the empire it promised to destroy?
Why didn't the commercial show the product? Levy explains that selling philosophy over features was revolutionary for tech advertising. The Mac introduced clicking instead of typing commands, pictures instead of code, accessibility instead of expertise. But philosophy doesn't pay bills: the computer cost $7,500 in today's money and failed commercially for over a decade. Only Jobs's return with the iMac in the late 1990s rescued the company from irrelevance.
We lost the counterculture somewhere between 1984 and now. Every device uses the same platforms. Every person subscribes to the same services. Big Tech companies, including Apple, occupy the monolithic position IBM held when that sledgehammer flew. Next time you see that commercial: remember it wasn't predicting the future, it was describing a moment that already passed.
Topics: 1984 Macintosh commercial, Apple counterculture, technology democratization, Big Tech dominance, privacy concerns
GUEST:&nbsp;Carmi Levy | Technology analyst and journalist
Originally aired on&nbsp;2026-01-22

Shane Hewitt & The Nightshift is your late-night companion for real talk, bold ideas, and unfiltered conversations that matter. Hosted by Canadian radio veteran Shane Hewitt, each episode dives into the headlines, human stories, and hidden truths shaping our world—always with curiosity, compassion, and a sharp edge.

From politics and pop culture to mental health, technology, and everyday life, this podcast is where night owls, deep thinkers, and curious minds come to connect. Featuring expert guests, passionate callers, and Shane’s signature style—thoughtful, fearless, and refreshingly real.

If you crave meaningful dialogue, smart perspectives, and late-night radio energy in podcast form, subscribe now and join The Nightshift.

Shane Hewitt &amp; The Nightshift is your late-night companion for real talk, bold ideas, and unfiltered conversations that matter. Hosted by Canadian radio veteran Shane Hewitt, each episode dives into the headlines, human stories, and hidden truths shaping our world&mdash;always with curiosity, compassion, and a sharp edge.
From politics and pop culture to mental health, technology, and everyday life, this podcast is where night owls, deep thinkers, and curious minds come to connect. Featuring expert guests, passionate callers, and Shane&rsquo;s signature style&mdash;thoughtful, fearless, and refreshingly real.
If you crave meaningful dialogue, smart perspectives, and late-night radio energy in podcast form, subscribe now and join The Nightshift.

Shane Hewitt and The Nightshift

Shane Hewitt is known for his engaging and relatable on-air personality, which captivates listeners. His ability to blend insightful commentary with humour and empathy creates a genuine connection with listeners.  Shane Hewitt and the Night Shift provides relatable content, informative discussions and expert insights – along with a balance of anecdotes and entertainment.

Shane Hewitt is known for his engaging and relatable on-air personality, which captivates listeners. His ability to blend insightful commentary with humour and empathy creates a genuine connection with listeners.  Shane Hewitt and the Night Shift provides relatable content, informative discussions and expert insights – along with a balance of anecdotes and entertainment.