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Participation with new mobile devices drives new social practices. This article engages in a close analysis of a so-called participatory culture surrounding iPods and iPhones. It offers close rhetorical readings of object phenomena including advertisements, Canadian news stories, and consumer reactions in electronic media. More specifically, this article reveals a rhetorical transformation between the iPod Silhouettes advertising campaign and the iPhone release campaign, causing a shift in subjectivity; iPod subjects are afforded a degree of freedom and play, while iPhone subjects are bound to regimes of work. It is also argued that news stories that emerged in the summer of 2007, when the iPhone was not released in Canada, structure a rhetoric of the “excluded Canadian.”  Resume : L’adoption de nouveaux appareils mobiles mene a de nouvelles pratiques sociales. Cet article effectue une analyse serree de la pretendue culture participative entourant les iPods et les iPhones. Il offre des lectures rhetoriques attentives de phenomenes objets tels que des publicites, des reportages canadiens et des reactions de la part de consommateurs dans les medias electroniques. Plus precisement, cet article demontre une transformation rhetorique entre la campagne publicitaire pour les Silhouettes d’iPod et la campagne pour les iPhones qui entraine un changement de subjectivite : les utilisateurs d’iPods obtiennent une certaine mesure de liberte et de plaisir, tandis qu’on affecte ceux d’iPhones a un regime de travail. L’article soutient en outre que les nouvelles parues en ete 2007, sur le fait que l’iPhone ne soit pas sorti au Canada, appuient une rhetorique du « Canadien exclu ».

“No Apple iPhone? You Must Be Canadian”: Mobile Technologies, Participatory Culture, and Rhetorical Transformation