The Apple App Store enables audiences to form relationships with other people, as there are specific apps such as Skout which focus on dating, yet social networking apps such as Twitter and Facebook allow the audience to form relationships with friends and family. In addition, apps such as 'Yada home' allow the audience to compile lists in order to do activities with their family. Yet, the App store is also a place for diversion, as the audience can purchase apps for gaming, entertainment and for social networking, therefore the app store provides these gratifications for the audience. In accordance, the audience have the power to purchase apps which are orientated around themselves and their specific interests, for example apps such as 'Noter2Lite' and 'NoteWire' allow the audience to organise their notes and documents, thus enabling them to be more organised. Similarly, apps such as 'Goal Happy' allow the audience to strengthen their identity, as they can become confident by setting goals and achieving them in short steps. As well as this, certain apps in the App Store focus on surveillance, with news apps such as 'BBC News' and 'Sky Sports News' allowing the audience to be informed of current affairs and sport by the minute.
In regards to Maslow's Hierarchy of Needs, the audience seem to purchase apps in order to fit into the crowd and make friends, as the apps that are available encourage interaction and the fact that the iPhone is successful makes people want to buy them and access the features offered by the device. The App Store also provides self actualisation needs and self esteem needs, as the audience may select apps which build confidence or enable them to strengthen current skills such as remembering things and enhancing their vocabulary by using apps such as 'Goal Happy' and 'Five a Day', where the audience have to learn five words a day.
In regards to hegemony, the fact that a vast number of consumers purchase apps from the App Store results in many institutions generating sums of money. Most importantly, the main institution Apple has the power to accept or reject applications on the basis of whether the apps are same as other apps, or if they carry the same purpose. This power held by the leading insitutions shows how they can control the means of mental production, as Apple chooses apps which would be successful or even generate more profit.
The fact that the institutions control the means of mental production suggests that they can influence what apps are included in the apps store. Yet, the audiences are more involved and not passive when it comes to purchasing apps based around their tastes. Therefore, successful apps may be updated or advanced in order to still remain popular.
In terms of globalisation, the Apple App Store is immensely successful, with 280 million apps downloaded in December 2010 and generated $250 million in revenue. Therefore, this shows how successful the institution is , as Apple has its stores in more than 20 countries around the world and distributes apps in foreign languages, for example you can access German newspapers in the App Store. The convergence of technologies on the iPhone and specifically in the App Store allow the audience to have tools in one device, for example a spirit level for building, calculator for maths or calculations, as well as newspaper apps such as the Guardian , which are available in the App Store. Also, the global convergence, allows companies to enter into foreign markets and exhibit or even distribute their products to different countries.
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