Some ICT are caracterised by a mythological dimension, based on the powers they offer to their users, but also on the mediatical and social tales about them. Apple as a firm has produced a tough and efficient mythological surrounding, finding their roots on the « magic » of the devices, and also on the ritualization of usings and consumption specifical to the « Apple brand ». This text analyses those magical and ritual dimensions of Apple. But it is also a contribution to the new mythological studies of postmodernity.

Digital culture does not seem to question the evidence for use of technology in the digitisation of our tasks and of our works. The notions of interactivity, accessibility, ubiquity and connectivity seem to be the most recognised properties. However, its mode of interpretation of the world, based on cybernetics, continues to come up against objectors, particularly metaphysicians. A digital way of thinking and acting thus becomes the object of a divide between two concepts of culture: the sociological and the philosophical. It is appropriate, therefore, to set out the reasons, the limits and presuppositions of this tête-à-tête, and, without claiming to be exhaustive, nor comprehensive to recount the classic concepts which are reworked by digitisation. By the same token, we could outline the approach of a digital identity as creation of possible worlds, requesting new standards for feeling and perceiving.

Norbert Wiener, in the next days of the Second World War, symbolizes intellectually speaking, the industrial, scientific and military dominion of the U.S.A.. He had elaborated, in 1938, a new theory, the cybernetics, which benefited from an international broadcasting in 1950. In the heart of this doctrine appear the interactions between energy and information as well as the concepts of entropy, redundancy, feedback and regulation. Directly stemming from the engineering, the cybernetics conceives as identical information exchanges uttered and received by machines and/or humans beings. By 1960, this theory took such a scale in the intellectual circles as his designer worried about it publicly. He did not wish that his scientific work guarantees for decision-making by the thinking and communicating machines on the place of the humans beings.