As a part of my honours degree at the University of Wollongong in 2013, I submitted an HD thesis titled ‘It Just Works’: Rethinking Apple Brand Fandom.

Based on media studies literature by academics such as Henry Jenkins and Matt Hills, the text explores the world of Apple brand fandom and what it means to be a fan. Featuring in-depth interviews with brand fans, personal experiences are shared and analysed using the method of narrative enquiry.

Rather than have it sit dormant on a drive, I have decided to make it available (and free) on Apple Books. Why not indeed? It’s interesting (and somewhat amusing) to see what has and hasn’t changed in the tech world since that time.