Abstract

This article is an exploration of Apple’s iPhone 4 as both a technology and an object of marketing. This analysis looks at the FaceTime app and how its marketing created a visual hand-phone-face Deleuzian assemblage while playing on affective connections of parenthood and long-distance caring labor. This is connected to the ways in which mobile telephony creates divided attention between home and labor and the mobile phone and car while driving. This analysis is especially concerned with technological transparency and how it creates divided attention in the home and in the car.