In the Mick of time

There was the waiting, the wondering and the wishing and then finally on Tuesday the day we had all been waiting for, with baited breath finally arrived. Unless you have been living under a rock or perhaps spending every last second you have camped out in the library then you know what I’m talking about. “The launch of the year”, some called it. In case you are wondering, I’m not talking about a new rocket that NASA has just launched into space. No, I’m talking about Apple’s BIG announcement and launch of their iphone6, 6+ and Apple pay. While some of my friends on were busy pre-ordering these latest magical devices and debating whether to get the gold, silver or black, it was another one of Apple’s new devices that caught my attention. The iWatch. As I was watching some footage from the launch, I was reminded of Elizabeth Lawrence’s article, “In the Mick of Time”. I was fascinated when she descried how Mickey Mouse watches have become an “American Institution” and that the watches are one of the many examples of Disney’s unique ability to transcend time. Although I think that her concept of his four fingers being a symbol of eternal youth and incomplete development may be a little bit far-fetched, essentially she is right. Mickey is able to unite young and old, opening a world of enhancement and excitement for all. Personally, I don’t own a “Mickey” watch, but maybe they allow those that do to have a piece of magic and enchantment with them wherever they go. It’s no surprise then that Apple decided to include a Mickey iWatch in its new collection. Apple is quickly becoming one of the biggest and most iconic brands on the planet and together with a partnership like this with Disney, who knows what else will we have in the future? In the next few weeks and months, Disney lovers all of the world will be able to purchase tickets and other merchandise at any Disney theme park using their mobile device, thanks to Apple pay.  Perhaps in the future we will see Ipads in the shape of Mickey Mouse’s head and signature ears, which I’m sure, would definitely be a hit.

Although Apple’s Mickey Mouse iWatch may be very different to the iconic timepieces originally sold in 1935, they ultimately represent the same thing. The enduring powers of the Disney Empire’s influence over society and Disney’s ability to captivate millions.  A watch transcends time and is not inhibited by language or cultural boundaries, just like Disney. Despite all the critics who suggest that Disney is old fashioned and still stuck in the 1930’s, these new watches are resounding proof that Mickey is still very much alive and ticking in the twenty first century.