“Who gave us the sponge to wipe away the entire horizon? What were we doing when we unchained this earth from its sun?” cries Nietzsche’s madman in a famous parable of The Gay Science. “Are we not continually falling? Aren’t we straying as though through an infinite nothing [5, 7]? Isn’t empty space breathing at us [5, 8]? Hasn’t it got colder?”
(Nietzsche 2001: 119-120) 
“You’re more powerful than you think,” reads the slogan at the end of the iPhone 5s “strength” TV advertisement. Plugging the iPhone’s capabilities as a fitness companion, the ad follows a group of iPhone owners as they work out and track their performance. Throughout the ad, bodies wake up, run, swim, lift weights, and climb. Through a series of exhausting encounters with the “Great Outdoors,” – adverse weather conditions, uphill climbs, untrodden paths, physical gravity – bodies get in shape . The magic of the ad lies in its folding in of the “Great Outdoors” to the point of complete dissolution: via their iPhones, users successfully metabolize their encounters [3, 4]. At once a personal trainer, a dietician, and a life coach, the iPhone turns physical effort into something that can be accounted, calculated, rendered legible . iPhones mediate . The more efficient the mediation, the more “chicken fat” is burnt, as the song playing throughout the ad reminds us . The more successfully bodies internalize their encounters with the “Great Outdoors,” the more they appear to be severed, autonomous [3, 11].
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