Killspeak

(If you’ve not already seen WALL·E, you may not want to continue reading this post: it may spoil certain surprises, and won’t make much sense.)

The two robots in Pixar’s WALL·E represent, roughly, two kinds of personal computers: the PC (in the old sense: a desktop computer running Windows or maybe, GNU/Linux) and the Apple Macintosh (running Mac OS).

EVE has a glossy white shell that resembles an iPod or MacBook. As Sancho has mentioned, EVE was designed in part by a designer at Apple. While the superficial similarities are easy to find, you can find others if you’re willing to stretch a little.

Much like an Apple computer, EVE looks elegant and packs more power than you’d first expect. EVE is quite dedicated at performing the task she is designed to do. She goes to an expensive maintenance area, all white walls and frosted glass, to be repaired by experts. It’s really obvious when EVE gets scratched or smudged, and it takes effort to keep her looking clean (MO, the cleaning bot).

WALL·E, the PC, is made of worn and noisy machine parts. He works with what’s laying around, upgrading his eyes and treads, as well as adding non-standard enhancements—a lunchbox. WALL·E is not easy to repair, his boot-up sequence is slow, and data recovery can be an suspenseful ordeal, as EVE discovers late in the film. He seems even to invite bugs to crawl around him.

While WALL·E is not as modern and shiny as EVE, he’s more flexible and the only one capable of playing video games.

Alright, perhaps I’ve stretched the analogy too far. Nonetheless, it does seem difficult to deny that there is some unusually tight cross-branding going on in WALL·E. There are a number of nods to Apple in the film, some more conspicuous—WALL·E watches movies on a video iPod—than others. (This may excuse one of the failings of my analogy: that WALL·E plays the Mac start-up sound when he has charged his solar battery.)

I don’t find this kind of product placement particularly cute. Yes, EVE is a more sympathetic and business-friendly spokesperson for Apple than the smug Mac dude, but it’s odd to see this kind of marketing in a movie that uses the ubiquity of a corporate brand as a sign of decadence and ruin.

I do choose to interpret the love between the two bots as a hopeful message for nerds and platform-zealots everywhere. Like EVE and WALL·E, Mac and PC users can learn to get along.

Update: Seems I’m not the first to see the PC/Mac parallels.