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#OPYRIGHT ¥ BY ,EANDER +AHNEY
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4HERE ARE MILLION PEOPLE AROUND THE WORLD WHO USE -ACINTOSH COMPUTERS
ACCORDING TO !PPLE "UT UNLIKE ORDINARY PERSONAL COMPUTERS PEOPLE DONT SIMPLY
USE -ACSTHEY BECOME FANS 4HEY DEVELOP A PASSION FOR THE MACHINES WHICH
CAN SOMETIMES TURN INTO AN OBSESSION h!PPLE IS LIKE A STRANGE DRUG THAT YOU JUST
CANT QUITE GET ENOUGH OF v MUSICIAN "ARRY !DAMSON TOLD THE 'UARDIAN NEWSPAPER
h4HEY SHOULDNT CALL IT -AC 4HEY SHOULD CALL IT CRACKv
-AC LOYALTY IS SO WELL KNOWN ITS A CLICHÏ -AC USERS ARE ROUTINELY REFERRED TO AS
!PPLES FAITHFUL -AC ZEALOTS MEMBERS OF THE CULT OF -AC !PPLEHOLICS -ACHEADS
-ACCIES -ACOLYTES AND -AC ADDICTS 4HE BIANNUAL -ACWORLD CONFERENCE IS OFTEN
COMPARED TO A RELIGIOUS REVIVAL MEETING WHERE 3TEVE *OBS IS WORSHIPPED LIKE A
ROCK STAR OR A CHARISMATIC CULT LEADER
4HE -AC COMMUNITY IS ARGUABLY THE LARGEST SUBCULTURE IN COMPUTING -AC ENTHU
SIASTSAS A GROUPARE PROBABLY MORE LOYAL MORE DEDICATED THAN USERS OF ANY
OTHER COMPUTER PLATFORM PERHAPS EVEN ,INUX ,INUX AND 5NIX USERS ARE IN FACT
SWITCHING TO -ACS IN DROVES THANKS TO THE 5NIX
BASED -AC /3 8 7HAT OTHER
COMPUTER INSPIRES FANS TO GET TATTOOS AND PERSONALIZED LICENSE PLATES AMASS HUGE
COLLECTIONS OF ANCIENT MACHINES BUILD -AC AQUARIUMS OR PROUDLY DESCRIBE THEM
SELVES AS -AC FANS -AC FREAKS OR -AC NUTS 4HE !MIGA PERHAPS BUT CERTAINLY
NOT $ELL #OMPAQ OR -ICROSOFT
7HAT MAKES -AC USERS SO LOYAL 4HE ANSWER OF COURSE DEPENDS ON WHO IS ASKED
-ARKETERS SAY ITS THE BRAND PSYCHOLOGISTS SAY ITS A SOCIAL RELATIONSHIP AND !PPLE
LOYALISTS SAY ITS THE MERITS OF THE MACHINE ITS FRIENDLINESS ITS SIMPLICITY "UT SOME
COMMON THEMES EMERGE COMMUNITY THE ALTERNATIVE TO -ICROSOFT AND THE BRAND
WHICH CONNOTES NONCONFORMITY LIBERTY AND CREATIVITY -AC USERS ARE NOT MERELY
AN AD HOC GROUP OF PEOPLE WHO HAPPEN TO USE THE SAME KIND OF COMPUTER 4HEY
REPRESENT A DISTINCT SUBCULTURE WITH ITS OWN RITUALS TRADITIONS AND MINDSET
h)F YOU SEE SOMEBODY IN AN AIRPORT IN ,ONDON OR SOMEPLACE DOWN IN 0ERU OR
SOMETHING AND YOU SEE AN !PPLE TAG ON THEIR BAG OR AN !PPLE 4
SHIRT ITS LIKE THE
$EADHEADS YOU HAVE AN INSTANT FRIEND v #HRIS %SPINOSA ONE OF !PPLES EARLIEST
EMPLOYEES TOLD 3TANFORD ,IBRARY h-OST LIKELY YOU SHARE SOMETHING VERY CORE TO
YOUR BEING WITH THIS PERSON WHICH IS A LIFE OUTLOOK A SPECIAL VISIONv
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AROUND ) STILL REMEMBER THE MAGIC OF PLAYING WITH -AC0AINT FOR
7HY ARE -ACINTOSH USERS SO DOGGEDLY LOYAL TO !PPLE !SK THE FIRST TIME
THE EXPERTS SEE #HAPTER AND THEYLL SAY -AC USERS HAVE
A PSYCHOSEXUAL BOND WITH THEIR MACHINES OR THAT THE COM
"UT A BIG PART OF IT IS SUBCONSCIOUS 3OMEHOW !PPLES PRODUCTS
MUNITY RESEMBLES A NEW
AGE RELIGION 4HEY MAY ALSO SUGGEST STIMULATE DESIRE 0ERHAPS THE MACHINES TAP INTO SOME PRIMEVAL
THAT USERS TREAT THEIR -ACS MORE LIKE BABIES OR FRIENDS THAN LIKE MAGPIE
LIKE ATTRACTION TO BRIGHT SHINY OBJECTS A UNIVERSAL TIME
COMPUTERS AND THAT THE COMMUNITY ITSELF AND !PPLES BRAND LESS URGE TO OWN NICE THINGS
MAY BE MORE IMPORTANT THAN THE COMPANYS PRODUCTS "UT LIKE
MOST OTHER -AC USERS ) BELIEVE THE -AC IS THE BEST COMPUTER )TS NOT UNLIKE SEX 9OURE SMITTEN AND YOUVE GOT TO HAVE IT
OUT THERE ) DO NOT THINK OF MYSELF AS PART OF A CULT A QUASI
/NCE YOU DO THE ARDOR FADES "UT NEVER MINDREGULAR AS
RELIGIOUS COMMUNITY OR A WEIRD TECHNO
FETISH RING CLOCKWORK THE NEXT THING OUT OF !PPLE REIGNITES THE YEARNING
! FEW YEARS AGO ) BOUGHT AN I-AC ) DIDNT NEED IT ) ALREADY HAD 4HE DESIRE IS SUBCONSCIOUS BUT IT IS RATIONALIZED 9OU SAY TO
THREE GOOD COMPUTERS ) JUST WANTED IT ) DIDNT TELL MY WIFE UNTIL YOURSELF h-Y WIFE WILL GO BANANAS BUT A NEW I"OOK WOULD BE
IT WAS TOO LATE FOR HER TO NIX IT ) WAS IN THE DOGHOUSE FOR WEEKS PERFECT FOR TAKING THE KIDS TO THE PARK 9EAH IF ) COULD WORK AT THE
! YEAR LATER ) BOUGHT ANOTHER NEWER I-AC 4HEN ) BOUGHT AN PARK ) COULD EARN THE EXTRA MONEY TO COVER THE COMPUTERv
I"OOK 4HAT BROUGHT MY COMPUTER TALLY TO SIX ) DIDNT NEED
MORE THAN ONEAND ) COULDNT REALLY AFFORD THEMBUT ) WAS 4HERE ARE LOTS OF ADVANTAGES TO USING A -AC MOST OF WHICH
UNABLE TO RESIST -AC USERS ALREADY KNOW ABOUT 4HEYRE BETTER BUILT BETTER
DESIGNED 4HEY LAST LONGER 4HEY RARELY FALL PREY TO VIRUSES "UT
) AM OBSESSED WITH -ACS %VERY TIME !PPLE COMES OUT WITH PERHAPS THE BIGGEST ADVANTAGE IS ONE THATS RARELY ACKNOWL
SOMETHING NEW ) WANT IT -Y GOD ) WANT IT BAD 7HY )TS EDGED 9OU GET TO JOIN A HIGHLY CREATIVE KNOWLEDGEABLE AND
NOT EASY TO SAY )M NOT OBSESSIVE ABOUT ANYTHING ELSE #ARS SUPPORTIVE COMMUNITY
CLOTHES POWER TOOLSTHEY LEAVE ME COLD "UT WITH -ACINTOSH
) CANT GET ENOUGH -AC USERS CAN BE EXTREMELY COOL )TS A LIFESTYLE THING -AC
USERS TEND TO BE LIBERAL FREE
THINKING COUNTERCULTURE 4HEY
0ART OF IT IS DESIGN !PPLES PRODUCTS LOOK GREAT 9OU WANT TO TOUCH DRESS WELL LOOK GOOD AND HAVE DISCERNING TASTE IN .EW 9ORK
THEM FEEL THEM CARESS THEM )TS NOT SEXUAL BUT IT IS SENSUAL ANYWAY 4AKE A -AC OUT IN PUBLIC AND PEOPLE WANT TO LOOK AT
IT -AC USERS HAVE A SENSE OF HUMOR 4HEY ALSO HELP EACH OTHER
0ART OF IT IS INNOVATION !PPLE COMES OUT WITH SOME COOL STUFF -YRIAD 7EB SITES HELP YOU FIND SOLUTIONS TO PROBLEMS POINTERS
4HE COMPANY MAKES THINGS EASY THAT WERE ONCE A PAINPUTTING TO THE BEST DEALS AND GREAT FREEWARE OR SHAREWARE
PICTURES ON THE 7EB CONNECTING TO A WIRELESS NETWORK LOADING
THOUSANDS OF SONGS ONTO A PORTABLE MUSIC PLAYER -AC USERS ARE CREATIVE 7HAT ELSE WOULD YOU EXPECT FROM ALL
THE MUSICIANS ARTISTS DESIGNERS AND FILMMAKERS WHO MAKE UP
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!PPLES CORE CONSTITUENCY )TS NOT UNREASONABLE TO SAY THAT A LOT /KEY A WRITER WHO LIVES IN THE TRENDY DISTRICT OF 3OMERVILLE
OF THE WORLDS MASS MEDIABOOKS MAGAZINES MOVIES MUSIC -ASSACHUSETTS NEAR (ARVARD 3QUARE AWOKE ONE MORNING IN
7EB SITESIS MADE ON -ACS ! LOT OF HIGHLY CREATIVE PEOPLE FIRE -AY TO FIND THAT HER CAR HAD BEEN BROKEN INTO h3OME MALAD
UP THEIR -ACS EVERY DAY TO SHAPE OUR CULTURE JUSTED SUBHUMAN BROKE INTO MY CAR LAST NIGHT v SHE WROTE IN HER
7EBLOG h$ID THEY TAKE THE LITTLE CASE OF #$S .OOO $ID THEY
-OST OF THE STORIES IN THIS BOOK ARENT ABOUT THE CLEVER THINGS TAKE ANYTHING OF VALUE .OOO 4HAT SCOUNDREL BROKE MY WINDOW
PEOPLE CREATE WITH THEIR -ACS!PPLE COVERS THAT IN ITS MARKET
TO STEAL MY !PPLE STICKERv
ING 4HE STORIES ARE ABOUT GRASSROOTS -AC CULTURETHE KIND OF
THING -AC USERS DO TO SHOW THEIR LOYALTY TO !PPLE AND THE -AC /KEYS STICKER WAS AN OLDER WINDOW
CLING DECAL THE CLASSIC RAIN
PLATFORM 4HEY ARE ABOUT !PPLE TATTOOS PAPER -ACS -AC AQUAR
BOW
STRIPED KIND )T WAS STUCK ON A REAR QUARTER
WINDOW ! 'AP
IUMS INTERFACE TWEAKERS SONGS ABOUT -ACS AND PEOPLE WHO SHOULDER BAG WAS ALSO STOLEN CONTAINING A COPY OF 4HE "OSTON
SPEND THEIR WEEKENDS VISITING !PPLES STORES 4HEY ARE ABOUT $OG ,OVERS #OMPANION AMONG OTHER THINGS BUT /KEY FOUND
THE CULTURE SURROUNDING THE -ACINTOSH THE #ULT OF -AC IT LATER IN A TRASH CAN UP THE STREET 4HE ONLY THING SHE NEVER
RECOVERED WAS THE DECAL
3OME OF THE PEOPLE IN THESE STORIES ARE EXTREMELY DEVOTED TO
THE -AC (OWEVER ) SUSPECT A LOT OF -AC USERS ARE LIKE ME 9OU /KEY HAS A REPLACEMENT BUT DARES NOT PUT IT IN THE CAR h) DONT
THINK YOURE NOT AS ZEALOUS BUT YOU RECOGNIZE AND UNDERSTAND WANT TO RISK LOSING MY LAST S !PPLE DECAL v SHE SAID h)T
THE DEVOTION BROKE MY HEART BECAUSE IT ISNT SOMETHING ) CAN REPLACEv
4HIS CHAPTER TELLS SOME TALES OF FELLOW -AC USERS WHO ARE JUST 4HATS NOT QUITE TRUE !PPLE DECALS AS OLD
SCHOOL AS THE ONE
LIKE YOU AND ME %XCEPT WELL THEYRE NOTHING LIKE YOU OR ME STOLEN FROM /KEYS CAR CAN BE FOUND FOR A FEW DOLLARS ON E"AY
"UT MAYBE YOULL RECOGNIZE THE DEVOTION OR ON COLLECTORS SITES LIKE 2ED,IGHT2UNNER 3O WHY WOULD
ANYONE STEAL AN !PPLE STICKER )TS NOT AS IF THEYRE RARE !PPLE
PROVIDES A COUPLE OF FREE DECALS WITH EVERY NEW MACHINE 4HE
**
½-Ê-/
-/Ê ,
/ Ê* "9 COMPANY STARTED THE PRACTICE IN THE LATE S WITH THE !PPLE
)) AND CONTINUED IT THROUGH THE !PPLE ))) AND THE -ACINTOSH
#AR THIEVES BREAK INTO VEHICLES FOR ALL SORTS OF REASONS )N SOME LINE $URING THE MID
S !PPLE PROVIDED BOXFULS OF DECALS TO
INNER
CITY NEIGHBORHOODS A THIEF WILL SMASH A WINDOW FOR A ANYONE WHO ASKED )T LATER DROPPED THE RAINBOW MOTIF WHEN IT
DIME "UT 3HANNON /KEY HAS ONE OF THE MORE OFF
THE
WALL CHANGED ITS CORPORATE LOGO TO A SOLID COLOR WHICH WAS RED FIRST
VEHICLE THEFT STORIES 3OMEONE BROKE INTO HER CAR TO STEAL HER AND IS NOW WHITE
!PPLE WINDOW STICKER
&RED $AVIS FORMER EDITOR IN CHIEF OF -AC5SER MAGAZINE SAID /VER THE YEARS THE STICKERS HAVE BEEN A MARKETING COUP FOR
THE IDEA OF PUTTING A WINDOW DECAL AS OPPOSED TO A SOLID !PPLE )TS ALMOST GUARANTEED THAT PROUD OWNERS OF BRAND
NEW
STICKER IN EVERY COMPUTER BOX WAS VERY CLEVER BECAUSE IT -ACS WILL AFFIX A DECAL ON THEIR CAR BOAT BIKE SKATEBOARD OR
ENCOURAGED PEOPLE TO STICK IT SOMEWHERE PUBLIC )T WAS ALSO AT STOREFRONT WINDOW )N FACT AN !PPLE STICKER IS OFTEN THE FIRST
LEAST IN THE EARLY DAYS AN EMBLEM OF COOL THING PEOPLE STICK ON A NEW CAR /WNERS OFTEN PEEL STICKERS FROM
THEIR OLD VEHICLES AND TRANSFER THEM TO NEW ONES
h,IKE THE 67 THE !PPLE )) WAS THE @6OLKS
COMPUTER v $AVIS SAID
h4HE EARLY !PPLE USERS WERE THE HIPPIES AND FREAKS AS OPPOSED *OHN 3PRINGER SAID IT WAS THE EMBELLISHMENT HE MADE TO THE
TO BUSINESSPEOPLE WHO WERE IN THE )"- 0# OR #0- CAMPS 3O NEW 67 "EETLE HE BOUGHT IN h) GOT MY NEW "UG A FEW
THE RAINBOW STICKER BECAME A BADGE OF HIPNESS HONOR SIGNIFY
DAYS BEFORE THE I-AC WENT ON SALE v HE REPORTED IN A 5SENET
ING THAT YOU WERE SMART ENOUGH AND COOL ENOUGH TO HAVE A POST h4HE FIRST THING ) DID TO IT WAS PUT A BIG OLD SEVEN
COLOR
PERSONAL COMPUTER .OW THAT THEYRE UBIQUITOUS AND THEY COST !PPLE STICKER IN THE REAR WINDOW !ND THEN ) DROVE IT TO
A LOT LESS ITS HARD TO IMAGINE A TIME WHEN IT WAS AS MUCH OF #OMP53! ON !UG PARKED OPPOSITE THE FRONT DOOR SO EVERY
A BIG DEAL BUT TO !PPLE USERS IT WASNT JUST A BIG DEAL IT WAS A ONE WOULD HAVE TO LOOK AND WENT IN AND GOT MY I-ACv
SOCIAL
POLITICAL
CULTURAL STATEMENTv
4HERE IS ALSO A SURPRISING NUMBER OF PEOPLE WHO USE 7INDOWS
4HE DECALS WERE SO ATTRACTIVE IN FACT THAT ONE INDEPENDENT 0#S BUT PUT !PPLE STICKERS ON THEM *ENNIFER /ZAWA REPORTED
SOFTWARE DEVELOPER ASKED CUSTOMERS TO SEND HIM !PPLE STICKERS IN HER ONLINE JOURNAL THAT THE FIRST THING HER HUSBAND DID WITH
INSTEAD OF MONEY !USTRALIAN PROGRAMMER 'ARY $RURY RELEASED HIS NEW 3ONY 6AIO WHICH RUNS 7INDOWS WAS STICK AN !PPLE
HIS -AC#HANGE UTILITY A FEW YEARS AGO UNDER A h3TICKER7AREv DECAL ON IT 4HERE ARE SIMILAR REPORTS OF PEOPLE PUTTING !PPLE
LICENSE A VARIATION ON SHAREWARE THAT REQUESTED STICKERS STICKERS ON 0ALM0ILOTS 7INDOWS DESKTOPS AND ALL KINDS OF
INSTEAD OF CASH ELECTRONIC GEAR FROM 46S AND STEREOS TO ELECTRIC GUITARS 4HE
STYLISH !PPLE LOGO LENDS GADGETS AN AIR OF GEEK CHIC EVEN IF
h!PPLE STICKERS LOOKED COOL AT THE TIME AND WERE EXTREMELY THEY ARENT !PPLE PRODUCTS
HARD TO COME BY HERE IN !USTRALIA v HE EXPLAINED h) THOUGHT
THAT IT WOULD BE A FAIRLY SIMPLE THING FOR USERS TO PUT ONE IN ! DESIGNER FROM #HICAGO WHO USED A 7INDOWS 0# 0AUL
AN ENVELOPE AND SEND OVERv $RURY NOW A SOFTWARE DIRECTOR AT -C!LEER DECORATED HIS CAR WITH AN !PPLE STICKER BEFORE HE
$IGITAL 6OODOO ADDED THAT THE UTILITY WAS ONLY WORTH AND EVEN BOUGHT A -AC h4HE BIG THING FOR ME THOUGH WAS PUTTING
!USTRALIAN BANKS CHARGED TO CASH OVERSEAS CHECKS AN !PPLE STICKER ON MY CAR EVEN THOUGH ) STILL OWNED A 0# v HE
WROTE IN HIS 7EBLOG h)M A GEEK ) THOUGHT THAT WAS THE COOLEST
(E RECEIVED A FEW DECALS BUT NOT MANY h3EVERAL PEOPLE WROTE THING )T STILL KINDA ISv
THEIR NAMES AND ADDRESSES ON THEM WHICH WAS NICE BECAUSE
IT WAS A MORE PERSONAL THANK YOU THAT )D REMEMBER v HE SAID
.ATURALLY HE STUCK A COUPLE OF THEM ON HIS CAR
DSFBUJWF!TUSFBL;!ÓCPCÔ!GSPN!HFSNBOZ!)IF!EFDMJOFE!UP!HJWF!IJT!
MBTU!OBNF*!XBOUFE!BO!PSJHJOBM!TUJDLFS!GPS!IJT!OFX!DBS-!TP!IF!
DSFBUFE!B!DPQZ!PG!UIF!EPDL!JO!NBD!PT!Y!BOE!TUVDL!JU!JO!IJT!SFBS!
XJOEPX/!ÓUIF!TJNQMF!XIJUF!BQQMF!JT!OJDF-!CVU!FWFSZCPEZ!IBT!
UIBU/!TP!J!UIPVHIU-!XIZ!OPU!HP!B!MJUUMF!TUFQ!GVSUIFS@Ô!IF!TBJE/!
ÓPSJHJOBMMZ!J!XBOUFE!UP!SFDSFBUF!B!DPNQMFUF!EFTLUPQ-!CVU!JÖN!
QSFUUZ!MB[Z/Ô!IJT!MBTU!DBS!IBE!B!TUJDLFS!TIPXJOH!UIF!PME!GJOEFS!
JDPO!BOE!BOPUIFS!UIBU!SFBE!ÓJ!XPOÖU!CSBLF!GPS!XJOEPXT!VTFST/Ô!
IJT!OFX!EPDL!TUJDLFS!IBT!ESBXO!MPUT!PG!QSBJTF!GSPN!BQQMF!GBOT!
TJODF!IF!QPTUFE!QJDUVSFT!PO!UIF!XFC-!CVU!OP!POF!LOPXT!XIBU!
JU!JT!XIFSF!IF!MJWFT/!ÓJ!MJWF!SJHIU!JO!UIF!NJEEMF!PG!OPXIFSF!BOE!
OPCPEZ!LOPXT!XIBU!UIF!EPDL!JT-Ô!IF!TBJE/
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EJE!J!NFOUJPO!JÖN!B!NBD!HFFL@!KBTPO!XPPE!PG!POUBSJP-!DBOBEB!IBT!UBLFO!UIF!TUJDLFS!QIFOPNFOPO!POF!TUFQ!GVSUIFS!CZ!QVUUJOH!B!ÓNBD!
HFFLÔ!WBOJUZ!MJDFOTF!QMBUF!PO!IJT!WX!CFFUMF-!XIJDI!JT!BMTP!DPWFSFE!JO!DVTUPN.NBEF!BQQMF!MPHPT/!XPPE-!XIP!XPSLT!QBSU.UJNF!BU!BO!
BQQMF!TUPSF!BOE!PGUFO!XFBST!B!ÓNBD!HFFLÔ!U.TIJSU-!IBE!B!DPVQMF!PG!MBSHF!WJOZM!BQQMF!TUJDLFST!NBEF!CZ!B!MPDBM!QSJOUFS-!XIJDI!IF!
TUVDL!UP!UIF!EPPST!PG!IJT!ÓNBDNPCJMF/Ô!ÓJ!BMXBZT!HFU!B!GFX!GVOOZ!MPPLT-Ô!IF!TBJE/!ÓVTVBMMZ!XIFO!JÖN!QVMMJOH!PVU!PG!B!QBSLJOH!TQPU-!
J!OPUJDF!QFPQMFÖT!MJQT!SFBEJOH!UIF!QMBUFT/!TPNF!QFPQMF!HJWF!NF!EJSUZ!MPPLT/!J!UIJOL!JUÖT!GVOOZ/Ô
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!PPLE STICKERS CAN EVEN BE FOUND AT RIVAL COMPUTER MANUFACTURERS !N !TARI
EMPLOYEE REPORTED ON 5SENET THAT THERE WERE !PPLE DECALS AT !TARIS HEADQUAR
TERSIN THE URINALS
!NOTHER FORM OF DECLARING AUTOMOTIVE ALLEGIANCE TO !PPLE ARE -AC
RELATED VAN
ITY LICENSE PLATES OF WHICH THERE ARE A SURPRISING NUMBER INCLUDING THINGS LIKE
-!#'%%+ -!#53%2 -!#-9$!9 072-!# 072-!# AND SO ON
2OBERT -C!NDREW GOT HIS -!# -!# )LLINOIS LICENSE PLATE BECAUSE OF HIS SURNAME
EVERYONE CALLS HIM -AC THE PLATE HAS A PICTURE OF THE -IGHTY -ACKINAW "RIDGE
IN NORTHERN -ICHIGAN OFTEN REFERRED TO AS THE "IG -AC AND HES A -AC NUT (E WAS
REAR
ENDED ONCE BECAUSE THE OTHER DRIVER WAS SO INTERESTED IN THE PLATE HE REPORTED
IN AN ONLINE POST h-AYBE ) SHOULD HAVE PUT 7!4#( /54 ON THE PLATE v HE WROTE
4IM &LASKAMP A STUDENT FROM 'ERMANY LAUNCHED A 7EB SITE IN *ANUARY TO
TRACK !PPLE STICKERS ON CARS !S OF -ARCH HIS !PFELAUTOS SITE FOUND AT HTTP
WWWAPFELAUTOSCOM HAD A GALLERY OF PHOTOS AND THE SITE IS STILL GROWING
JU!SVOT!JO!UIF!GBNJMZ;!SPCFSU! !CCORDING TO &LASKAMP EVERY -AC USER WITH A CAR PUTS A STICKER ON IT &LASKAMP A
NDBOESFX!HPU!IJT!NBD!NBD! YEAR OLD PRINT TECHNICIAN FROM "IELEFELD 'ERMANY GOT THE IDEA FOR HIS SITE AFTER
JMMJOPJT!MJDFOTF!QMBUF!CFDBVTF! MOVING TO A NEW APARTMENT (E ALWAYS LIKED TO SPOT OTHER -AC USERS WHILE OUT DRIV
PG!IJT!TVSOBNF!)FWFSZPOF!DBMMT! ING AND WAS DELIGHTED TO NOTICE THERE WERE HALF A DOZEN !PPLE CARS OR !PFEL AUTOS
IJN!NBD*<!UIF!QMBUF!IBT!B!QJD. IN HIS NEW NEIGHBORHOOD h) WAS VERY HAPPY ABOUT THE GOOD SURROUNDINGS v HE SAID
UVSF!PG!UIF!NJHIUZ!NBDLJOBX! (E DECIDED TO HONOR THIS AUTOMOTIVE BONDING WITH A DEDICATED 7EB SITE
CSJEHF!JO!OPSUIFSO!NJDIJHBO-!
PGUFO!SFGFSSFE!UP!BT!UIF!CJH! 4HE SITE IS SET UP TO LET PEOPLE SUBMIT PICTURES OF THEIR !PPLE BRANDED VEHICLES 4HE
NBD<!BOE!IFÖT!B!NBD!OVU/! SELECTION INCLUDES CARS AND MOTORBIKES OF EVERY KIND ALL PROUDLY DISPLAYING AN
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, 7 !PPLE STICKER IN THE BACK WINDOW OR STUCK SOMEWHERE TO THE VEHICLES REAR
4HOUGH MOST OF THE CONTRIBUTORS HAIL FROM 'ERMANY h#ARS 3WERDAN FELT SO STRONGLY THAT HE WROTE AND RECORDED NINE SONGS
MIGHT BE A 'ERMAN OBSESSION v &LASKAMP NOTED HES RECEIVED ABOUT -ACS OVER A PERIOD OF THREE YEARS 4HE SONGS INCLUDE
PICTURES OF !PPLE CARS FROM ALL OVER THE WORLD 3OME PEOPLE SEND h3TARTUP(ARD $RIVE v h1UICKDRAW "ILL v AND h0OOR 3AD -ACv
SOME UNUSUAL IMAGES h0EOPLE OFTEN SEND TRASH v HE COMPLAINED
h0HOTOSHOP TRASHHORSES WITH !PPLE LOGOSOR CARS WITHOUT h0OOR SAD -AC BORN IN A PLASTIC AGE v 3WERDAN SINGS h! TIME
STICKERS OR HIDDEN STICKERS OR CRASHED CARS /NE GUY SENT ME A WHEN THE WORLD STILL THOUGHT IN BEIGE #RAFTED AND MOLDED JUST
PICTURE OF HIS WIFEv LIKE A PIECE OF ART !N ORPHAN ABANDONED )TS ENOUGH TO BREAK
YOUR HEARTv
1-
Ê "1/Ê
- 3WERDAN WHO PLAYS ALL THE INSTRUMENTS RECORDED MOST OF THE
ALBUM AT HIS SCHOOLS COMPUTER LABON -ACS OF COURSE (E
,OTS OF MUSIC IS MADE ON THE -ACINTOSH BUT THERES NOT A LOT OF EVEN USED AN I-AC BOX AS A KICK DRUM (E COULDNT AFFORD A
MUSIC MADE ABOUT THE -ACINTOSH *OHN 3WERDANS MUSIC IS A REAL DRUM
NOTABLE EXCEPTION (E HAS RECORDED AN ENTIRE ALBUM OF SONGS
INSPIRED BY HIS -AC 4HE ALBUM IS THE MELDING OF THREE PASSIONS 3WERDAN
EXPLAINED SONGWRITING -ACINTOSHES AND AN ARDOR FOR
3WERDAN AN ELEMENTARY SCHOOL TEACHER FROM ,AFAYETTE ODDBALL VINYL h)VE BEEN COLLECTING STRANGE ,0S FOR SEVERAL
#ALIFORNIA CUT AN ALBUM OF POP
FOLK SONGS CALLED 3TARTUP3OUNDS YEARS v HE SAID h4HINGS LIKE 7ILLIAM 3HATNER @SINGING OR DOG
4HE THEMES ARE LIFE LOVE ART AND NATURALLY -ACINTOSH COM
TRAINING ,0S RECORDS BY HYPNOTISTS TAXI DRIVERS AND FOLK SONGS
PUTERS h)N THE EARLY S GROUPS LIKE THE "EACH "OYS SANG ABOUT OUTER SPACE ) WAS THINKING IT WOULD BE FUN TO THROW
PASSIONATELY ABOUT SURFING AND HOT RODS v HE SAID h) FEEL JUST AS TOGETHER A COLLECTION OF FOLK SONGS ABOUT COMPUTERSv
STRONGLY ABOUT COMPUTERSv
)MFGU*!PEF!UP!B!NBD;!OPU! )BCPWF*!IF!XSJUFT!UIF!TPOHTÒ
POMZ!XFSF!TXFSEBOÖT!TPOHT! NBD!TPOHT;!FMFNFOUBSZ!TDIPPM!
JOTQJSFE!CZ!UIF!NBD-!UIFZ!XFSF! UFBDIFS!KPIO!TXFSEBO!XBT!
SFDPSEFE!PO!UIFN!UPPÒBOE!UIF! TP!FOBNPSFE!XJUI!IJT!NBD-!
DET!IFÖT!TFMMJOH!BSF!CVSOFE!PO! IF!XSPUF!BO!FOUJSF!BMCVN!PG!
UIFN!UPP/ TPOHT!BCPVU!JU/
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NBDJOUPTI/!MJLF!KPIO!TXFSEBO-!
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JOTQJSFE-!CVU!UIFZ!BSF!B!CJU!
NPSF!UPSUVSFE/
,
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4HE #$ IS ON SALE AT 3WERDANS 7EB SITE FOR POSTAGE SONGS 4HE RAP àBERGROUP (IEROGLYPHICS -ETHOD -AN ,IL
INCLUDED (ES SOLD A FEW COPIES HAS APPEARED ON 4ECH46 AND :ANE THE "EASTIE "OYS AND THE 7U
4ANG #LAN HAVE ALL REFER
IS STARTING TO PLAY LIVE AT LOCAL VENUES h)TS PRETTY GOOD VERY ENCED -ACS IN THEIR MUSIC
FOLKSY v SAID "RUCE %VANS WHO RUNS THE -ACINTOSH
DEVOTED
'EEK #ULTURE 7EB SITE h) THINK HE DOES A FINE JOB AT CAPTURING 2AP MUSICIANS 4HE #OUP HAVE INCLUDED MULTIPLE hSHOUT
OUTSv TO
THE LOVE BETWEEN A BOY AND HIS -AC 2EMINDED ME OF A BAND -ACS ON THEIR ALBUMS 4HE GROUPS SONG h-E AND *ESUS THE 0IMP
CALLED THE #IRCLE FROM THE S ) LIKE THE SONG ABOUT 1UICKDRAW IN A 'RANADA ,AST .IGHTv FROM 3TEAL 4HIS !LBUM INCLUDES
"ILL 4HOUGHT IT WAS A GREAT IDEA FOR A SONGv THE LYRIC h-ICROSOFT MOTHERFUCKERS LET BYGONES BE BYGONES BUT
SINCE )M -ACINTOSH )M GONNA DOUBLE
CLICK YOUR ICONv
3WERDAN MAY BE ALONE IN RECORDING AN ENTIRE ALBUM INSPIRED
BY -ACS BUT THERE ARE OTHER -AC
INSPIRED MUSICIANS !NDREW 4HE "RITISH ROCK BAND 2ADIOHEAD ARE BIG FANS OF THE -ACINTOSH
4OKUDA AKA $IGITAL $ROO CUT AN ALBUM OF HOUSE MUSIC CALLED AS WELL 4HE BANDS LEAD SINGER 4HOM 9ORKE USED TO HAVE A
4HE -AC!DDICT 9EARS GUITAR EMBLAZONED WITH A BIG !PPLE STICKER 2ADIOHEADS
ALBUM /+ #OMPUTER FEATURES AN ENTIRE SONG SUNG BY THE
&AMOUS MUSICIANS WHO ARE ALSO -AC FANS INCLUDE 4RENT 2EZNOR -ACINTOSHS TEXT
TO
SPEECH SOFTWARE 6ARIOUS -AC
GENERATED
"JÚRK AND $E ,A 3OUL WHO USED AN !PPLE STARTUP CHIME AT THE VOICES AND BEEPS CAN BE HEARD THROUGHOUT THE ALBUM
BEGINNING OF A RECENT ALBUM *ANET *ACKSON ALSO USED A -AC
STARTUP SOUND IN ONE OF HER SONGS %VEN THE ALBUMS TITLE MAY BE -AC
INSPIRED 4HE -ACS BUILT
IN
SPEECH RECOGNITION SOFTWARE RESPONDS TO THE COMMAND h/+
-OST MENTIONS OF h-ACSv IN RAP MUSIC ARE TO "IG -ACS -AC COMPUTERv AS AN ALTERNATIVE TO CLICKING AN /+ BUTTON ONSCREEN
$ADDIES AND THE -!#
A SUBMACHINE GUN FAVORED IN DRIVE
(OWEVER THE MUSIC IS ALL ABOUT TECHNOLOGICAL ALIENATION AND
BYS "UT A LOT OF RAPPERS ARE ALSO -ACINTOSH USERS AND THEIR PARANOIA -AYBE 2ADIOHEAD MEMBERS ARENT SUCH BIG -AC FANS
FAVORITE COMPUTER OFTEN GETS A SHOUT
OUT IN THE LYRICS OF RAP AFTER ALL
)CFMPX!MFGU*!UIF!JCSPUIB;! )CFMPX!SJHIU*!GJHIUJOH!GPS!UIF!
CSPUIFS!DPQMBOE-!QMBZFE!CZ! NBD-!CZ!BOZ!NFBOT!OFDFTTBSZ;!
OFJM!SBZNFOU!GSPN!UIF! NBUSJY! UIF!JCSPUIBT!GSPN!KBLF!CBSOFTÖ!
TFRVFM-!QBZT!IPNBHF!UP!IJT! TIPSU!BCPVU!NBD!GBOBUJDJTN/!
NBDJOUPTI/
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2AYMENT AND HIS TWIN BROTHER !DRIAN FEATURE IN -ATRIX
2ELOADED AS A PAIR OF KUNG FU FIGHTING VILLAINS 4HE MENACING
-AC FANATICISM IS COMING TO THE MOVIES ! SHORT FILM CALLED TWINS PLAY ROGUE VIRUSES ROAMING THE -ATRIX IN ALL
WHITE ATTIRE
I"ROTHA STARRING .EIL 2AYMENT FROM THE -ATRIX SEQUEL WAS SHOT AND SILVER DREADLOCKS
IN ,ONDON IN THE SUMMER OF 4HE INDEPENDENT PRODUCTION
IS ABOUT A YOUNG MAN SO OBSESSED WITH !PPLE -ACS HE I"ROTHA FEATURES A MULTICULTURAL CAST OF CHARACTERS INCLUDING
BECOMES A -ALCOLM 8nLIKE REVOLUTIONARY FIGHTING COMPUTER "ROTHER )VE AFTER !PPLES LEAD DESIGNER *ONATHAN )VE AND
BIGOTRYBY ANY MEANS NECESSARY "ROTHER .EWTON !PPLES DISCONTINUED HANDHELD COMPUTER )T
ALSO STARS AN EARLY -ACINTOSH THE +
h)TS ABOUT THAT WHOLE RELIGIOUS FERVOR THAT GRABS -AC USERS
THE WAY IT DOESNT WITH USERS OF OTHER PLATFORMS v SAID WRITER 4HE MOVIE WAS SHOT DURING THE SUMMER IN 7EST AND #ENTRAL
DIRECTOR *AKE "ARNES WHO DESCRIBED HIMSELF AS A hRECOVERING ,ONDON 3OME OF THE ACTION TAKES PLACE AT THE h4EMPLE OF -AC v
-AC ADDICTv "ROTHER #OPLAND EMULATES -ALCOLM 8IN A WAY A .ATION OF )SLAMnLIKE PLACE OF WORSHIP )T FEATURES A LOT OF HATS
#OPELAND WAS THE NAME OF !PPLES ABORTED OPERATING SYSTEM DARK SUITS BOW TIES AND A CRICKET BAT
IN DEVELOPMENT BEFORE -AC /3 8
4HE MOVIE IS THE FIRST BY "ARNES A YEAR OLD EX MUSIC JOURNAL
Ê"½ / , -Ê /Ê1*Ê "7
IST AND IT HAS ALREADY ATTRACTED THE ATTENTION OF ,ONDONS MOVIE
INDUSTRY "ARNES HAS SHOWN THE EIGHT MINUTE FILM TO A NUMBER (ALLOWEEN HAS GONE HIGH TECH )S THAT %LLEN &EISS THE TEENAGE
OF PRODUCERS AND HEADS OF MOVIE STUDIOS WHO GAVE IT A WARM STAR OF !PPLES 3WITCH CAMPAIGN OR A POUND JACK O LANTERN
RECEPTION h) THOUGHT IT HAD A GREAT PREMISE AND IT WAS GREAT 4HESE AMAZING PHOTOREALISTIC PUMPKIN PORTRAITS WERE CREATED
FUN v SAID 2ICHARD (OLMES PRODUCER OF 7AKING .ED $EVINE BY 3NAGGY AND .ITROZAC THE PAIR WHO RUNS THE POPULAR -AC
AND 3HOOTING &ISH h(ES GOT GREAT ENERGY AND DEFINITELY HAS A ORIENTED 'EEK #ULTURE 7EB SITE
FUTUREv 7ITH THE BACKING OF THE "RITISH #OUNCIL THE MOVIE WILL
SOON START MAKING THE ROUNDS AT FILM FESTIVALS "ARNES PLANS TO )N ADDITION TO A LIKENESS OF &EISS THE PAIRS -AC /,ANTERNS FEA
SUBMIT IT TO THE 4URNER "AFTA AND #ANNES FESTIVALS TURE !PPLE COFOUNDER 3TEVE 7OZNIAK .EW 9ORK 4IMES TECHNOLOGY
COLUMNIST $AVID 0OGUE AND THE GHOST OF THE h(APPY -AC v THE
"ARNES SAID THE MOVIE EXPLORES THE PASSION -ACS INSPIRE BUT BELOVED -AC STARTUP SCREEN RECENTLY MURDERED BY !PPLE 4HE
ALSO SHOWS HOW OBSESSIVE THAT PASSION CAN BECOME h) LOVE BOGEYMAN OF THE BUNCH IS -ICROSOFT #%/ 3TEVE "ALLMER
-ACS BUT THE FILMS ABOUT THE FANATICS v "ARNES SAID h4HOSE
WHO GO A STEP TOO FAR 4HE PREMISE IS @7HAT IF -ALCOLM 8 h7HAT WOULD A COLLECTION OF JACK O LANTERNS BE WITHOUT AT LEAST
EVANGELIZED -ACS 7OULD HE REALLY 3OME THINK HE WOULDv 4HE ONE SUPER SCARY FACE v SAID .ITROZAC h4HE OBVIOUS CHOICE WAS
MOVIE IS A HUMOROUS WAY TO LOOK AT RACE AND CLASS THROUGH THE 3TEVE "ALLMER )TS DERIVED FROM A SCREEN GRAB FROM HIS SCREAM
METAPHOR OF COMPETING COMPUTER PLATFORMS "ARNES ADDED ING @DEVELOPERS VIDEOv
4HE MOVIES 7EB SITE IS DEDICATED TO THE MEMORY OF 2ODNEY )NSPIRED BY +EITH #OLMANS 0UMPKIN 0ORTRAIT 0AGE 3NAGGY AND
/ ,AIN A POPULAR ONLINE -AC COLUMNIST WHO WROTE UNDER THE .ITROZAC CREATED THE LIKENESSES BY TRACING HIGH
CONTRAST PRINT
I"ROTHA MONIKER ,AIN COMMITTED SUICIDE IN *UNE h2ODNEY WAS OUTS OF THE SUBJECTS FACES ONTO THE SURFACE OF EACH PUMPKIN
A GOOD WRITER AND DECIDED TO TAKE HIS OWN LIFE HALFWAY THROUGH 4HE HIGHLIGHTED AREAS OF THE FACE WERE CUT OUT ENTIRELY THE GRAY
THE PRODUCTION v "ARNES SAID h)TS A MARK OF RESPECT AND A WAY AREAS SCOOPED OUT HALFWAY AND THE BLACK AREAS LEFT ALONE 4HE
OF SHOWING WERE NOT TAKING ADVANTAGE OF HIS INFAMOUS PASS
RESULT IS A REVERSE BAS
RELIEF SCULPTURE THAT EMITS LIGHT FROM THE
ING AWAYv HIGHLIGHTED AREAS 4HE EFFECT CAN BE STRIKINGLY PHOTOGRAPHIC
ESPECIALLY IN &EISSS CASE
,IKE "ROTHER #OPLAND ,AIN WAS COMMITTED TO PROMOTING THE
-AC !LTHOUGH HE HAD A FULL
TIME JOB HE WORKED NIGHTS AND h4HE REACTION HAS BEEN PHENOMENAL ESPECIALLY TO THE %LLEN &EISS
WEEKENDS SELLING -ACS AT COMPUTER SUPERSTORES JUST TO GET PORTRAIT v SAID 3NAGGYv 0EOPLE ARE AMAZED THAT A CARVED PUMPKIN
THE WORD OUT CAN LOOK SO GOOD AND SOME DONT BELIEVE THEY ARENT RETOUCHED
PHOTOS )T IS REALLY QUITE FREAKY AND A LITTLE DISTURBINGv
)NSTEAD OF CANDLES THE PAIR USED WHITE #HRISTMAS LIGHTS TO
ILLUMINATE THEIR JACK
O
LANTERNS &OR PEOPLE INTERESTED IN CREAT
ING THEIR OWN -AC /,ANTERNS .ITROZAC HAS POSTED A TUTORIAL
ON THE SITE
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Ê
Ê",Ê"-Ê8 COINCIDED WITH THE OPERATING SYSTEMS BIRTHDAY 4O CELEBRATE A
GIANT BLUE h8v CAKE WAS DEVOURED
)N AN ODD CASE OF LIFE IMITATING ART A NUMBER OF -AC FANS HELD
BIRTHDAY PARTIES FOR !PPLES -AC /3 8 OPERATING SYSTEM A )N "ELPRE /HIO !RLEN /WENS BROUGHT A CAKE TO WORK TO
SCENARIO SATIRIZED BY THE POPULAR *OY OF 4ECH CARTOON 7HEN THE CELEBRATE THE BIRTHDAY h4ODAY IS THE FIRST ANNIVERSARY OF THE
OPERATING SYSTEM TURNED ONE YEAR OLD IN -ARCH !PPLE RELEASE OF -AC /3 8 v /WENS SAID IN AN EMAIL HE SENT TO ABOUT
DIDNT MAKE A PEEP ABOUT IT AND THE OCCASION PASSED LARGELY COWORKERS AT THE WALL
COVERING PLANT h0LEASE COME TO THE
UNNOTICED EXCEPT FOR THE LONG
RUNNING *OY OF 4ECH CARTOON AT ENGINEERING DEPARTMENT AND HELP CELEBRATEv
THE 'EEK #ULTURE 7EB SITE WHICH PUBLISHED A STRIP PICTURING THE
UNLIKELY EVENT OF A RIOTOUS BIRTHDAY PARTY FOR -AC /3 8 ,ITTLE /WENS HAD DECORATED THE CAKE WITH h(APPY "IRTHDAY -AC /3
DID THE CARTOONISTS KNOW THAT REAL PARTIES WERE BEING HELD TO 8v IN BLUE ICING (E ALSO PUT UP A HAPPY BIRTHDAY POSTER IN THE
MARK THE EVENT PLANTS ENGINEERING OFFICE ALONG WITH SOME PRINTOUTS OF HIS
-ACS COMPUTER SCREEN
)N (ONG +ONG AN !PPLE DEALER THREW A WELL
ATTENDED PARTY IN
HONOR OF THE ANNIVERSARY 4HE PARTY DREW QUITE A CROWD 4HERE !S USUAL #RAZY !RLO AS HE IS KNOWN ONLINE USED THE OCCASION
WAS EVEN A BIRTHDAY CAKE DECORATED WITH FRESH STRAWBERRIES TO EVANGELIZE THE -AC (E HOPED TO PERSUADE HIS COWORKERS TO
AND A SINGLE CANDLE SWITCH FROM THEIR HUMDRUM 7INDOWS 0#S TO THE MAGNIFICENT
4ECHNICOLOR WORLD OF THE -AC (E IS CONSTANTLY BENDING THE EARS
! SIMILAR PARTY WAS HELD IN 4ORONTO #ANADA BY -AC 3OLUTIONS OF COWORKERS WITH TALK ABOUT WONDERFUL -ACINTOSH COMPUTERS
AN !PPLE DEALER h)T WAS STANDING ROOM ONLY AND THE CAKE WAS (E EVEN USES HIS FAMILY 7EB SITE AS A SOAPBOX FOR DESCRIBING
DELICIOUS v SAID ONE ATTENDEE THE BENEFITS OF -ACS .EXT TO THE 7EB PAGES OF HIS WIFE AND
)UPQ!SPX!MFGU*!IPOH!LPOH! )CPUUPN!SPX!GJSTU*!ZVNNZ;! )CPUUPN!SPX!UIJSE*!POF!GPS! )CPUUPN!SPX!MBTU*!TOBHHZ!BOE!
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KIDS WHO TALK ABOUT SOFTBALL OR KITTENS !RLO URGES PEOPLE TO
h'ET A -ACv
$AWN 5RCHASKO THE PLANTS NURSE RECALLED THE GATHERING h9EAH
HE HAD THAT FOR -ICROSOFT v SHE SAID GARBLING THE NAME OF THE
OPERATING SYSTEM h(E LED US TO BELIEVE HE MADE THE CAKE 7E
WERE THINKING IT WAS A HOMEMADE CAKE BUT IT WAS A STORE CAKE
HE HAD BOUGHT AND DECORATED 7E WERE LIKE @!AAARLEN 4HIS IS A
STORE CAKE "UT IT WAS FUNv
3NAGGY WHO RUNS THE 'EEK #ULTURE SITE WITH HIS PARTNER
.ITROZAC SAID h) WOULD HAVE LOVED TO SEE HIS COWORKERS FACESv
3NAGGY AND .ITROZAC CELEBRATED /3 8S BIRTHDAY BY ORDERING A
PIZZA WITH THE CHEESE ARRANGED IN A BIG 8
3NAGGY ALSO HEARD OF A COUPLE OF OTHER CELEBRATIONS 3OMEONE
TOOK A DOZEN BLUE
FROSTED CUPCAKES WITH BIG WHITE 8S ON THEM
TO THEIR OFFICE AND A GROUP OF #ANADIAN GEEKS WENT OUT FOR
ROUNDS OF ,ABATTS h"LUEv BEER h4HEY TOASTED EACH NEW MAJOR
APP THAT HAS BEEN PORTED OVER TO 8 v 3NAGGY SAID
7Ê** Ê-/", -Ê Ê-/Ê
Ê, -
!BOUT ONCE A MONTH 4ADD AND .ANCY 4ORBORG OF /RLANDO
&LORIDA LOAD THEIR TWO KIDS INTO THE CAR AND DRIVE HALFWAY
ACROSS THE EASTERN SEABOARD TO ATTEND THE GRAND OPENING OF A
NEW !PPLE 3TORE )N THE LAST YEAR THE FAMILY HAS GRACED A DOZEN
OPENINGS OF !PPLES NEW STORES 4HEYLL DRIVE UP TO FIVE HOURS
THROUGH THE NIGHT 4HEN THEYLL WAIT IN LINE FOR HOURS WITH HUN
DREDS OF OTHER -AC FANS FOR THE STORE TO OPEN
4HAT IN FACT IS THE POINT 4HEY LIKE HANGING OUT IN THE QUEUE
WITH LIKE
MINDED -ACINTOSH USERS h4HE BIGGEST REASON FOR THE SAME PEOPLE OVER AND OVER h)SNT IT ASTOUNDING v HE SAID
GOING IS CAMARADERIE WITH THE OTHER PEOPLE WHO GO v EXPLAINED h-Y JAW DROPPED )TS A GREAT TESTAMENT TO THE !PPLE BRAND AND
4ADD h4HE GROUP THAT !PPLE ATTRACTS IS VERY APPEALING TO ME THE !PPLE 3TORE EXPERIENCEv
THEY ARE CREATIVE TECHNOPHILES )TS FUN TALKING TO THEM ) HAVE
YET TO GO TO A USER GROUP MEETING THAT ATTRACTS AS IMPRESSIVE A !PPLE HAS BEEN OPENING STORES IN UPSCALE SHOPPING MALLS AT A
GROUP OF PEOPLE AS THAT FOUND IN A GRAND OPENING LINEv RATE OF ONE OR TWO A MONTH THROUGHOUT 4HE COMPANY HAS
OPENED TO DATE AND IT IS PLANNING TO OPEN STORES TOTAL
.ANCY ESTIMATED THERE ARE AT LEAST A COUPLE DOZEN PEOPLE WHO ACCORDING TO REPORTS
REGULARLY ATTEND !PPLE 3TORE OPENINGS ON THE %AST #OAST /NE
OF THEM RECORDED A VIDEO FROM A DOZEN VISITS ON THE STORES 4HE GRAND OPENINGS ATTRACT HUGE CROWDS ,INES START FORMING
MACHINES AND POSTED THEM TO HIS 7EB SITE OUTSIDE THE STORE IN THE WEE HOURS AND OFTEN PERSIST ALL DAY "UT
UNLIKE LINES AT SAY THE $-6 OR POST OFFICE THESE ARENT SULLEN
!LLEN /LIVIO !PPLES DIRECTOR OF RETAIL MARKETING WHO HAS OVER
AFFAIRS 0EOPLE SOCIALIZE -ANY COMPETE TO SEE WHO HAS THE OLD
SEEN A NUMBER OF GRAND OPENINGS SAID HE TOO REGULARLY MEETS EST !PPLE 4
SHIRT OR ONE FROM THE FARTHEST
FLUNG !PPLE 3TORE
)PQQPTJUF!QBHF*!HSBOE!PQFOJOH;!
UIF!MJOF!PVUTJEF!UIF!OFX!BQQMF!
TUPSF!JO!PSMBOEP-!GMPSJEB-!UXP!
IPVST!CFGPSF!UIF!TUPSF!GJSTU!
PQFOFE!GPS!CVTJOFTT/
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)CFMPX!MFGU*!MJLF!GBUIFS-!MJLF! )CFMPX!SJHIU*!QSJTUJOF;!JOTJEF!
TPO;!UBEE!UPSCPSH!BOE!IJT!TPO! UIF!CSBOE.OFX!BQQMF!TUPSF!JO!
KBDL!BU!BO!BQQMF!TUPSF!PQFOJOH/! PSMBOEP-!GMPSJEB-!BMM!JT!RVJFU/!
UIF!UPSCPSHT!IBWF!BUUFOEFE! PVUTJEF-!NBTTFT!PG!NBD!GBOT!
B!EP[FO!TUPSF!PQFOJOHT-!PGUFO! HBUIFS!GPS!UIF!IPOPS!PG!CFJOH!
ESJWJOH!IBMGXBZ!BDSPTT!UIF! UIF!GJSTU!GFX!IVOESFE!UISPVHI!
DPVOUSZ!UP!HFU!UP!UIFN/ UIF!EPPS/
,
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7,
,
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7,
7IRELESS MESSAGING WITH OTHERS IN THE QUEUE IS POPULAR ! LOT OF PEOPLE BRING
ALONG !IR0ORT
EQUIPPED LAPTOPS AND THANKS TO 2ENDEZVOUS!PPLES NETWORKING
TECHNOLOGY THAT AUTOMATICALLY DETECTS SIMILARLY EQUIPPED COMPUTERSPEOPLE CAN
INSTANT MESSAGE EACH OTHER ALL THE WAY DOWN THE LINE h0EOPLE TRY TO OUT
GEEK EACH
OTHER SHOWING OFF THEIR OLD 4
SHIRTS OR TECH TOYS v .ANCY 4ORBORG SAID
!T FIRST .ANCY WAS SKEPTICAL OF HER HUSBANDS PLAN TO DRAG THE FAMILY TO AN !PPLE
3TORE OPENING h4HE FIRST TIME ) WAS HIGHLY SUSPICIOUS v SHE SAID h4HE IDEA OF
DRIVING HUGE DISTANCES TO GO TO A STORE OPENING SOUNDED SO SILLY "UT PEOPLE ARE
SO NICE )TS BEEN GREAT )TS A HOOTv
/NE DAY AN !PPLE 3TORE EMPLOYEE SHOWED HER SOME hCRAZY GUYSv 7EB PAGE
WITH PHOTOGRAPHS TAKEN AT A DOZEN OPENING EVENTS .ANCY SHEEPISHLY ADMITTED IT
WAS HER HUSBANDS 7EB PAGE h4HIS IS JUST SOMETHING WE DO ON 3ATURDAYS v SHE
SAID h7ERE KIND OF HARD
CORE BUT ITS FUN )TS LIKE POTATO CHIPS 7E CANT STOP
GOINGv 4HE 4ORBORGS
YEAR
OLD DAUGHTER ,AURA LIKENS THEM TO $EADHEADS WITH
OUT THE COOL MICROBUS
h7HY WOULD ANYONE DRIVE ALL NIGHT TO GET INTO A STORE )TS SUCH A BLAST )TS A LOT OF
FUN 4HEYRE THE MOST BENIGN PEOPLE ON THE PLANET v .ANCY SAID
)BCPWF!MFGU*!PQFO!GPS!CVTJOFTT;! 6ERN 3EWARD A CONTRIBUTING EDITOR FOR THE -AC /BSERVER LIKENED THE STORE OPEN
UIF!TUPSF!NBOBHFS!UISPXT!UIF! INGS TO THE BIANNUAL -ACWORLD TRADE SHOW h(ANDS WERE SHAKEN BACKS WERE
EPPST!XJEF!PQFO!UP!B!DIPSVT! PATTED LAUGHS WERE EXCHANGED IN AN ELECTRIC CHARGED ATMOSPHERE THAT COULD HAVE
PG!SBVDPVT!DIFFST/!XFMDPNF! REMINDED SOME OF BEING AT A KEYNOTE AT A -ACWORLD v HE WROTE h)T WAS A BLAST
POF!BOE!BMM"Ê TO WATCHv
, /\Ê6 , Ê- 7,
7HEREAS -ACWORLD GIVES -AC FANS THE OPPORTUNITY TO GATHER IN NUMBERS ONLY TWICE
)BCPWF!SJHIU*!IJHI!GJWFT!BMM! A YEAR THE STORE OPENINGS PROVIDE THE SAME COMPANIONSHIP ONCE A MONTH !T THE
BSPVOE;!BT!DVTUPNFST!GJMF!JO! FIRST !PPLE 3TORE OPENING IN A SUBURBAN 7ASHINGTON $# MALL IN -AY THE LINE
UISPVHI!UIF!EPPST-!UIFZ!SVO!B! BROKE INTO A CHANT OF h!PPLE !PPLE v ACCORDING TO PEOPLE WHO WERE THERE
HBVOUMFU!PG!IJHI!GJWFT!GSPN!
TUPSF!FNQMPZFFT/ )N !UGUST !PPLE HELD SPECIAL LATE NIGHT SALES EVENTS TO PROMOTE THE LAUNCH
, /\Ê6 , Ê- 7, OF *AGUAR AN UPDATE TO -AC /3 8 4HERE WERE LINES THOUSANDS STRONG AT !PPLE
3TORES ACROSS THE COUNTRY )N 0ALO !LTO A QUEUE OF TO PEOPLE FORMED
4HE COPS SHOWED UP TO OVERSEE CROWD CONTROL AND THE STORE DIDNT CLOSE UNTIL
AM WHEN THE CROWDS FINALLY THINNED OUT !PPLE ESTIMATED THAT PEOPLE
VISITED THE STORE THAT NIGHT
/ - ,6 \Ê 7Ê9", ½-Ê " *"*Ê** Ê-"*
-ANY CITIES HAVE A FRIENDLY -AC COMPUTER STORE WHERE -AC FANS CAN FIND LIKE
MINDED COMPATRIOTS IN THE OFTEN LONELY WORLD OF 7INDOWS 0#S 4HE STORESOFTEN
MOM
AND
POP SHOPSARE THE PHYSICAL EQUIVALENT OF ONLINE USER GROUPSA PLACE
TO SOLVE PROBLEMS GET ADVICE AND CHAT ABOUT THE MACHINES "EFORE !PPLE OPENED UBLF!B!UJDLFU;!UFLTFSWF!DVTUPN.
A STRING OF STORES IN BIG CITY MALLS THESE HOMETOWN -AC SHOPS WERE OFTEN THE FST!XBJUJOH!GPS!TFSWJDF!UBLF!B!
ONLY PLACES -AC USERS COULD PHYSICALLY MEET -AC FANS LIKE THEMSELVES OVNCFSFE!UJDLFU-!EFMJ!TUZMF/!UIF!
OVNCFST!BSF!DBMMFE!PO!PME!DMBT.
) TALKED TO ONE GUY WHO LIVED IN THE RURAL -IDWEST (E WAS THE ONLY -AC USER FOR TJD!NBDT!NPVOUFE!PO!UIF!XBMMT/!
MILES AROUND %VERY OTHER WEEKEND HE DROVE HIS FAMILY TO A NEWLY OPENED !PPLE UIFSF!BSF!B!OVNCFS!PG!UIFN!
3TORE FOUR HOURS EACH WAY JUST TO HANG OUT WITH OTHER -AC USERS EPUUFE!BSPVOE!UIF!HJBOU!TUPSF/!
UIFSFÖT!BMTP!B!XBMM!PG!PME!BMM.
.EW 9ORKS MOM
AND
POP STORE IS 4EKSERVE A GIANT -AC
ONLY SALES AND REPAIR JO.POF!NBDT!CZ!UIF!GSPOU!EPPS-!
SHOP IN -ANHATTANS BUSTLING #HELSEA $ISTRICT 4EKSERVE HAS A DIME SODA MACHINE GFODJOH!PGG!B!EJTQMBZ!BSFB/!
AND A FOLKSY SIGN BUT THIS IS .EW 9ORK SO THERES ALSO %RIC (UGGINS A BIG SECURITY UFLTFSWFÖT!GJY.JU!QIJMPTPQIZ!QVUT!
GUARD WHO WALKS THE FLOOR (UGGINS IS A BIG GUY WITH A GENTLE MANNER AND HE FWFSZUIJOH!UP!VTF/
SEEMS PERFECTLY SUITED TO HIS JOB OF FIRMLY CALMING DOWN FRANTIC CUSTOMERS WHOVE
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LOST IRREPLACEABLE FILES WHEN THEIR COMPUTERS GO BELLY UP h)M HERE FOR WHEN
PEOPLE WIG OUT v HE SAID h4HATS MY MAIN PURPOSEv
!BOUT OR PEOPLE VISIT 4EKSERVE HTTPWWWTEKSERVECOM EVERY DAY FOR
REPAIRS TO THEIR -ACS AND (UGGINS OFTEN SEES SOMEONE CRYING OR ANGRY 4HEYRE
NOT NECESSARILY ANGRY AT 4EKSERVE BUT LOSING YEARS WORTH OF FILES CAN TURN A
"UDDHIST MONK INTO A CRAZED PSYCHO ,UCKILY CRAZED MONKS ARE RARE
4HE LOFTLIKE STORE IS ENORMOUS SQUARE FEET RUNNING THE ENTIRE LENGTH OF A
CITY BLOCK FROM FRONT TO BACK )TS LOCATED AT 7EST RD 3TREET JUST DOWN THE
STREET FROM THE (OTEL #HELSEA WHERE 3ID 6ICIOUS MURDERED HIS GIRLFRIEND 4HE .EW
9ORK $AILY .EWS CALLED 4EKSERVE hTHE EPICENTER OF -AC CULTURE IN .EW 9ORKv HTTP
WWWTEKSERVECOMNYDAILYHTML AND IT IS
4HERES A VERY CONGENIAL ATMOSPHERE 4HE ATTRACTIVE WOOD FLOOR IS CROWDED WITH
CUSTOMERS WHO CHAT OR PERUSE NEW EQUIPMENT WHILE THEY WAIT FOR THEIR NUMBER
TO BE CALLED DELI STYLE ! VINTAGE #OKE MACHINE DISPENSES THE CLASSIC CURVY BOTTLES IFSF!UP!TFSWF;!OFX!ZPSLÖT!
OF #OKE FOR A DIME UFLTFSWF!JT!UIF!CJH!BQQMFÖT!
NPN.BOE.QPQ!NBD!TUPSF/!IFSF-!
! LOT OF PEOPLE OUTSIDE .EW 9ORK KNOW 4EKSERVE FROM ("/S 3EX AND THE #ITY DPGPVOEFS!EBWJE!MFSOFS!TUBOET!
3ARAH *ESSICA 0ARKERS CHARACTER VISITED THE STORE WHEN HER 0OWER"OOK BROKE BCPWF!UIF!TUPSFÖT!HJBOU-!31-111.
DOWN 3HE WAS VISIBLY UPSET 4HE FILMMAKERS USED THE REAL STORE AT AN OLDER TRVBSF.GPPU!GMPPS!TQBDF/
LOCATION BUT EMPLOYED AN ACTOR TO PLAY A SURLY TECHNICIAN h7E LIKE TO THINK WERE
,
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9
TVCTJEJ[FE!TPEB;!UFLTFSWFÖT! CJH!BQQMF;!FWFSZUIJOHÖT!CJH!JO!
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UIF!TUPSFÖT!WJOUBHF!DPLF! GSPOU!DPVOUFS/
NBDIJOF-!XIJDI!EJTQFOTFT!
,
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DPLFT!JO!PME.TUZMF!CPUUMFT!
)JNQPSUFE!GSPN!NFYJDP*!GPS!B!
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DVTUPNFST!DIVH!UIFN!CZ!UIF!
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,
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NOT THAT RUDE v SAID COFOUNDER $AVID ,ERNER A TACITURN BEARDED NICIANS AND SALESPEOPLE 2EPAIRS ARE MADE AT THE BACK OF THE
FELLOW WEARING AN OPEN
COLLAR SHIRT AND SUSPENDERS BRIGHTLY LIT SPACE
,ERNER SAID A LOT OF CELEBRITIES VISIT THE STORE BUT SHOWED !S WELL AS MAKING REPAIRS 4EKSERVE SELLS A WIDE RANGE OF NEW
CHARACTERISTIC .EW 9ORK CONTEMPT WHEN ASKED WHO h7E HAVE !PPLE MACHINES 4HE STORE SEEMED TO BE DOING A HEALTHY TRADE
LOTS OF FAMOUS CUSTOMERS BUT WE DONT TALK ABOUT IT v HE SAID IN !PPLES FLAT
SCREEN I-ACS ! COUPLE WERE SEEN BEING CARRIED
SHARPLY h4HATS FOR THE !PPLE 3TORE v HE ADDED REFERRING TO OUT THE DOOR IN THE ARMS OF #HELSEAS WELL
HEELED CUSTOMERS
!PPLES NEWLY OPENED STORE IN DOWNTOWN 3OHO
4HE STORE IS FULL OF OLD -ACS ON SHELVES AND DISPLAYS 4HE OTHER
#ONSCIENTIOUS SERVICE IS A BIG PART OF 4EKSERVES PHILOSOPHY COFOUNDER $ICK $EMENUS IS A COLLECTOR AND CLAIMS TO HAVE
SAID ,ERNER 4ECHNICIANS TAKE TIME WITH CUSTOMERS CAUSING ALMOST THE ENTIRE LINE OF VINTAGE -ACS INCLUDING SOME RARE
OTHER CUSTOMERS TO WAIT 7HEN IT COMES TO THEIR TURN CUSTOMERS MACHINES 0ART OF HIS COLLECTION OF VINTAGE RADIOS 46S AND
EXPECT TO GET THEIR SHARE OF ATTENTION h)TS KIND OF AN UNVIRTUOUS TYPEWRITERS IS ALSO DOTTED AROUND THE STORE
CIRCLE v ,ERNER SAID h7ERE TRYING TO FIX ITv
"USINESS AT THE STORE IS BOOMING )T MOVED TO ITS NEW LOCATION
4EKSERVE HAS SEEN EVERY KIND OF COMPUTER CALAMITY FROM OVER
IN THE SUMMER OF FROM A FOURTH
FLOOR WALKUP ON THE SAME
HEATED MOTHERBOARDS TO MICE NESTING INSIDE A MACHINE h7EVE BLOCK )N THE LAST EIGHT YEARS THE STORE HAS MOVED FOUR TIMES TO
HAD COMPUTERS WITH ALL KINDS OF ANIMALS INSIDE v ,ERNER SAID BIGGER LOCATIONS ON THE SAME BLOCK 4HE PROSPECT OF COMPETING
4EKSERVE ONLY CHARGES FOR DATA RECOVERED )TS A SOMEWHAT RISKY WITH !PPLES NEW FLAGSHIP STORE HTTPWWWAPPLECOMRETAIL
STRATEGY ,ERNER ADMITTED BUT HE SAID THEY ARE ABLE TO RECOVER SOHO DOESNT OVERLY ALARM ,ERNER h)TS WORRISOME OF COURSE v
FILES PERCENT OF THE TIME 4EKSERVE EMPLOYS ABOUT TECH
HE SAID h4HE !PPLE 3TORE TENDS TO SHOWCASE PRODUCTS BUT WE
DO A LOT OF SOLUTION SALES 7E SELL THE WHOLE PACKAGEv
IBSEXBSF!DPMMFDUPS;!
UFLTFSWFÖT!PUIFS!DPGPVOEFS-!
EJDL!EFNFOVT-!JT!B!GBO!PG!PME!
SBEJPT-!UWT-!BOE!UZQFXSJUFST-!
BT!XFMM!BT!NBDT/!TPNF!PG!IJT!
WPMVNJOPVT!DPMMFDUJPO!PG!WJO.
UBHF!IBSEXBSF!JT!EJTQMBZFE!BU!
UIF!TUPSF/!NPTU!JT!TUBTIFE!BU!
IJT!OFBSCZ!MPGU/
,
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XFSF!TP!FYDJUFE!BCPVU!HFUUJOH!
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ALISTIC TOUCHES 4HE I-AC ARRIVES IN THE MAIL 0EOPLE ARE INVITED OVER 4HEY GATHER
AROUND THE BOXED COMPUTER IN THE CENTER OF THE ROOM $RINKS ARE POURED LIGHTS
LOWERED CANDLES LIT !ND WHILE THE NEW MACHINE IS UNWRAPPED SOMEONE TAKES
PICTURES TO POST ON THE 7EB
0HILIP 4ORRONE WHO DOCUMENTED HIS UNPACKING CEREMONY ON HIS 7EB SITE WITH
DOZENS OF MURKY PICTURES AND THREE BADLY LIT MOVIES INVITED HIS FIANCÏE AND A
FRIEND A PSYCHOLOGIST TO HIS -INNEAPOLIS APARTMENT TO EXPERIENCE THE UNWRAP
PING OF HIS NEW I-AC (E LIKENED THE OCCASION TO #HRISTMAS MORNING
h9OU SAVOR EVERY MOMENT v HE WROTE IN AN EMAIL h9OU DONT OPEN IT LIKE AN ORDINARY
BOX 4HIS IS SOMETHING MAGICAL 0ERHAPS IT WAS THE TWO GLASSES OF WINE OR THE NEW
I-AC SMELLA CROSS BETWEEN 3TYROFOAM AND NEWLY MOLDED PLASTICBUT IT WAS
AMAZING %ACH PIECE CAREFULLY WRAPPED THE $6$S THE SPECIAL h$O WE PUT A LIGHT CLOTH OVER IT AND BE VERY QUIET ) FELT LIKE WE
GRAY RAG FOR THE SCREEN )TS AS IF 3TEVE *OBS PACKED IT HIMSELF 7E SHOULD GET A BABY MONITOR OR SOMETHINGv "EFORE IT HAD EVEN
WANTED TO WEAR RUBBER GLOVES WHEN WE UNPACKED IT ARRIVED THE :USCHINS HAD NAMED THEIR NEW I-AC h"OOTSIEv
h,IKE ALL NEW !PPLE GEAR IT BELONGS IN A MUSEUM AND SHOULDNT "ROWELL SAID HE AND HIS WIFE WERE AS KEEN TO SEE THE NEW I-AC
BE TOUCHED FINGERPRINTS )M PRETTY SURE ITS AS CLOSE TO SEX AS AS THE :USCHINS h7E WERE INVITED BECAUSE WE WERE AS EXCITED
YOU CAN GET WITH A MACHINE ) MEAN LOOK AT THIS PHOTOv AS THEY WERE v HE SAID 4HE :USCHINS HAD KEPT THE "ROWELLS
INFORMED OF THE NEW I-ACS PROGRESS AS IT WAS BUILT AND SHIPPED
4ORRONE DIRECTOR OF PRODUCT DEVELOPMENT FOR -INNEAPOLIS FROM 4AIWAN
ADVERTISING AGENCY &ALLON 7ORLDWIDE ORDERED HIS NEW I-AC
FROM !PPLES 7EB STORE "EFORE IT ARRIVED HE CHECKED THE STATUS 4HE :USCHINS DIDNT DOCUMENT THE BIRTH OF "OOTSIE FOR POSTERITY
OF HIS ORDER EVERY DAY (E HAUNTED RUMOR SITES AND CHAT FORUMS BUT MANY OTHERS HAVE 4HE UNPACKING PHOTO ESSAY WAS PROB
TO SEE IF OTHER PEOPLE HAD RECEIVED THEIR MACHINES (E EVEN VIS ABLY STARTED BY !NDY 'ORE FORMER EDITOR IN CHIEF OF -ACWORLD
ITED A LOCAL !PPLE STORE JUST TO LOOK AT THE NEW I-ACS ON DISPLAY MAGAZINE )N THE LAST COUPLE OF YEARS 'ORE WROTE A SERIES OF
7HEN HIS I-AC FINALLY ARRIVED HE TOOK THE DAY OFF WORK h)TS LIKE SALIVATING AND SLIGHTLY ECCENTRIC REVIEWS OF !PPLE HARDWARE
@SENIORITIS v HE SAID h) COULDNT DO ANYTHING OR EVEN THINK WHEN ACCOMPANIED BY PICTURES OF THE BOX THAT JUST ARRIVED IN THE MAIL
) KNEW THE BOX WAS SITTING THERE WAITINGv THE BOX WITH THE FLAPS OPEN AND SO ON
4HERE ARE AT LEAST A HALF
DOZEN 7EB PAGES DOCUMENTING EVERY %VEN 3LASHDOT WHICH NORMALLY ADOPTS A COOL STANCE TOWARD
STAGE OF THE UNPACKING AND SETTING UP OF A NEW I-AC -AC USERS IS GETTING INTO THE SPIRIT OF THINGS 4HE SITE RECENTLY
POSTED A LINK TO AN UNPACKING SITE 3LASHDOT EDITOR 4IMOTHY
4HE PICTURES LIKE AMATEURISH PORN ARE BADLY LIT AND BLURRY !ND ,ORD WHO POSTED THE LINK SAID HE SHARES THE TECHNOLUST HE
THEY FOLLOW A PREDICTABLE SEQUENCE THE UNOPENED BOX THE TAKES PLEASURE IN SEEING OTHER PEOPLE FEVERISHLY UNWRAP THEIR
OPENED BOX UNPACKING THE MOUSE !ND THEY ALWAYS END WITH NEW TOYS h)TS MUCH MORE FRUGAL TO EXPERIENCE THESE THINGS
THE SAME CLIMACTIC SHOT THE NEW I-AC SITTING ON A DESK VICARIOUSLY v HE WROTE IN AN EMAIL h7HEN THE NEW I-AC IS UNDER
)D LIKE ONE TOOv
4HE PORN ANALOGY IS APPROPRIATE )N A RECENT FORUM THREAD AT
-AC.. ONE POSTER ADMITTED HED RATHER LOOK AT PICTURES OF A PAR
,ORD SAID THE NEW I-AC IS NOT THE FIRST PIECE OF HARDWARE TO BE
TIALLY UNPACKED I"OOK THAN PICTURES OF PARTIALLY UNCLOTHED WOMEN HONORED WITH UNPACKING PAGES (ED SEEN SIMILAR PHOTO SERIES
FOR GAME CONSOLES LIKE THE 0LAY3TATION AND THE 8BOX AND FOR
$EAN "ROWELL A 7EB DESIGNER FROM 6IRGINIA WAS INVITED WITH EXPENSIVE GADGETS LIKE DIGITAL CAMERAS ,ORD SAID UNPACKING
HIS WIFE TO A SETTING
UP CEREMONY AT THE HOME OF FRIENDS !NDREA PICTURES ARE OFTEN POSTED RIGHT AFTER THE GADGETS RELEASE WHEN
AND $AVID :USCHIN h)T WAS JUST US A BEER OR TWO AND THE ATTEN
ITS IN SHORT SUPPLY AND STILL PRICEY h3OMETIMES THESE UNPACKING
TION TOTALLY FOCUSED ON THE NEW MACHINE v "ROWELL SAID h)T WAS SITES ARE THE ONLY WAY TO SEE WHAT THE SYSTEMS LOOK LIKE FROM A
TRULY NEAT 4HERE IS NO WAY A 0# USER INVITES FRIENDS OVER JUST USER PERSPECTIVE OR TO KNOW WHAT TO REALLY EXPECT IN THE BOX v
TO SEE THEIR NEW COMPUTER 4HAT KIND OF EXCITEMENT IS WHOLLY HE SAID
UNIQUE TO -AC CULTURE AND WITH AN ITEM GLOWING WITH PERSONAL
ITY LIKE THE NEW I-AC ITS EASY TO FALL IN LOVEv 3OMETIMES THE GOODS BARELY ARRIVE AT ALL 4ATSUAKI 2YUS I-AC
UNPACKING PAGE SHOWS WHAT HAPPENS WHEN A COMPUTER IS
!NDREA AND $AVID :USCHIN SAID THEY FELT LIKE hPROUD PARENTSv SHIPPED AT THE BOTTOM OF A PARTIALLY SUBMERGED CONTAINER "UT
WHEN THEY TOOK THE I-AC OUT OF ITS BOX h7E WERENT SURE WHAT DESPITE ARRIVING SOAKING WET AND COVERED IN MUD 2YUS I-AC STILL
TO DO WITH IT WE JUST WANTED TO STARE AT IT v SAID $AVID :USCHIN WORKED h"47 THE MACHINE IS SIMPLY AMAZING v 2YU NOTED
Ê ", tÊ 1/Ê "Ê*
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h4HE SUPPORT LOAD DROPPED TO ALMOST NOTHING AND THE ONLY
$OUG (UMPHREY IS A SUCCESSFUL TECH ENTREPRENEUR WHO OWNS A COMPLAINTS WERE FROM PEOPLE WHO COULDNT PLAY GAMES ON
VERY BIG BOAT )TS NEITHER A YACHT NOR A PLEASURE CRUISER BUT A THEIR MACHINES ANY LONGER 3O SORRY NO GAMES AT WORK 7E ARE
GUN GRAY WARSHIP !N EX "RITISH .AVY WARSHIP SO MEANv
(UMPHREY IS A BIG FRIENDLY GUY (E DOES A LOT OF ENTERTAINING ON 4HE COMPANY USES 5NIX BEHIND THE CURTAINS "UT ON THE BOAT
HIS WARSHIP (E HOSTS PARTIES AND OFTEN TAKES FRIENDS OUT ON THE ITS -ACS ONLY (UMPHREY INSISTS THE REGULATION IS NOT -AC ZEAL
#HESAPEAKE "AY WHICH IS NOT TOO FAR FROM HIS HOME IN ,AUREL OTRY h7E AVOID THE 7INDOWS OPERATING SYSTEM SINCE IT IS SUCH
-ARYLAND AN UPSCALE 7ASHINGTON $# SUBURB (UMPHREY A HUGE SECURITY RISK v HE EXPLAINED h7E DIDNT WANT TO HAVE
IMPOSES A FEW RULES OF COURSE SEAFARING WOULDNT BE SAFE VIRUSES BLOWING UP SYSTEMS THAT WE DEPEND ON FOR NAVIGATION
WITHOUT THEM "UT ONE OF THE STRICTEST AND MOST IDIOSYNCRATIC AND MONITORING ENGINES AND OTHER SYSTEMS !ND SINCE NOTHING
INVOLVES COMPUTERS (E ALLOWS ONLY -ACS ON BOARD SEEMS TO BE ABLE TO STOP ALL OF THESE 7INDOWS VIRUSES THE BEST
WAY TO WIN IS TO JUST STOP USING 7INDOWSv
(UMPHREY IS THE FOUNDER OF $IGEX AN EARLY )NTERNET SERVICE
PROVIDER (E MADE OUT LIKE A BANDIT WHEN THE )30 WAS SOLD AND (UMPHREY NAVIGATES THE SHIP WITH THE HELP OF A -AC INSTALLED
WENT ON TO LAUNCH A NUMBER OF OTHER COMPANIES INCLUDING #ORE ON THE BRIDGE 4HE BOAT HAS A BUILT
IN NETWORK HOOKED TO THE
,OCATION A KIND OF 7EB HOSTING SERVICE FOR LARGE TELECOM COM
)NTERNET THROUGH A SATELLITE LINK
UP (UMPHREY CONNECTS THE
PANIES AND #IDERA A BROADBAND
VIA
SATELLITE SERVICE SHIPS NETWORK TO A $3, WHEN ITS IN PORT
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YEAR
OLD MULTIMILLIONAIRE IS STILL PRESIDENT AND (UMPHREY BOUGHT THE
TON BOAT FROM A SHIP BROKER HE
#%/ OF #IDERA 7HEN THE FIRM UNDERWENT A DRASTIC DOWNSIZING FOUND ON ,YCOS 9ACHT 3ERVER WHO IN TURN HAD BOUGHT IT FROM
RECENTLY HE MOVED HIS ENTIRE STAFF TO -ACS BECAUSE IT WAS TOO "RITAINS -INISTRY OF $EFENCE 4HE GUNS HAD BEEN REMOVED
EXPENSIVE KEEPING A FLEET OF 7INDOWS MACHINES SHIPSHAPE (UMPHREY SAID THE BOAT IS STRICTLY "9/'
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"EFORE (UMPHREY BOUGHT IT THE SHIP WAS (-3 2EDPOLE A (UMPHREY LIVES IN THE SMALL TOWN OF ,AUREL WITH HIS WIFE AND
COASTAL PATROL VESSEL "UILT IN ITS FEET LONG AND CAN DAUGHTER 4HE HOUSE HAS EIGHT -AC AND 5NIX COMPUTERS (E
GO UP TO MILES ON ONE TANK OF GAS IT HOLDS GAL SAID THE MACHINES ARE LOADED WITH COPIES OF -ICROSOFT /FFICE FOR
LONS OF DIESEL WORD PROCESSING AND THE LIKE hBUT NEVER %XCHANGE OF COURSE
SINCE IT IS ONE OF THE BIG SECURITY HOLESv
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SHIP HAS A FULL TIME CREW AND (UMPHREY USES IT ON AVERAGE BEFORE THAT BUT -ACS WERE FUN AND MORE RELIABLE ) DONT PLAY
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- 89Ê - /"*- h"RYAN MY CYBERBOYFRIEND WAS IN A LOT OF WAYS MY 0OWER-AC
' WEBCAM AND TELEPHONE v -ARK WROTE ON HIS 7EB SITE h(E
4HE MOST POPULAR WAY TO CUSTOMIZE A -AC IS TO CHANGE THE LITERALLY LIVED INSIDE OF THIS MACHINE THAT ) MYSELF COULD CON
DESKTOP PICTURE #USTOMIZING THE DESKTOP ISNT UNIQUE TO THE TROL LIKE A LIGHT SWITCH 4HE PERFECT BOYFRIENDv
-AC PLATFORM BUT SOME OF THE WAYS ITS DONE ARE ! LOT OF HORNY
TEENAGERS FOR EXAMPLE MAKE SOFT PORN DESKTOP PICTURES FOR -ARK DIAGNOSED HIMSELF WITH A MINOR CASE OF hOBJECTUM SEXU
THEIR COMPUTERS BUT MANY -AC FANS ADORN THEIR SAUCY PICTURES ALITY v A FETISHISTIC ATTRACTION TO INANIMATE OBJECTSIN THIS CASE
WITH THE !PPLE LOGO OR SOME !PPLE HARDWARE &ETISHIZING THE HIS -AC h9OU MAY FIND THE LINE BETWEEN YOUR ATTRACTION TO
HARDWARE BY ASSOCIATING IT WITH A SEXY WOMAN IS SOMETHING YOUR LOVERS FACE AND YOUR COMPUTER MONITOR STARTING TO BLUR v
THAT DOESNT HAPPEN ON OTHER PLATFORMS HE WROTE
4AKE -ARK !LLEN A GAY MAN LIVING IN .EW 9ORK &OR ABOUT A 4HE CONCEPT OF OBJECTUM SEXUALITY APPEARS TO HAVE ORIGINATED
YEAR !LLEN CONDUCTED AN ONLINE RELATIONSHIP WITH A MAN LIVING WITH %IJA
2IITTA %KLÚF
"ERLINER
-AUER A 3WEDISH WOMAN WHO
IN !USTIN 4EXAS "UT AS THE RELATIONSHIP MATURED !LLEN REALIZED hMARRIEDv HERSELF TO THE "ERLIN 7ALL IN "ERLINER -AUER
IT WASNT HIS CYBERBOYFRIEND HE WAS FALLING IN LOVE WITH IT WAS IS 'ERMAN FOR "ERLIN 7ALL %KLÚF
"ERLINER
-AUER STARTED THE
HIS 0OWER-AC ' /BJECTUM
3EXUALITY CHAT GROUP AGE
RESTRICTED LOGIN REQUIRED
WHERE A NUMBER OF LIKE
MINDED INDIVIDUALS GATHER 4HERES A
-ARK MET "RYAN ONLINE 4HEIR FIRST DATE WAS A ROMANTIC CANDLE
SIMILAR FORUM IN 'ERMAN
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#HINESE TAKEOUT WHILE "RYAN DID THE SAME MILES AWAY /BJECTS PEOPLE HAVE BECOME ATTRACTED TO INCLUDE TOY TRAINS
IN 4EXAS 3OON THEY STARTED SLEEPING TOGETHER -ARK PUT HIS ORGANS THE ELECTRONIC KIND DRILLING RIGS AND VARIOUS BUILDINGS
MONITOR AND WEBCAM NEXT TO HIS BED SO HE COULD WATCH "RYAN 4HE MOST COMMON EXPRESSION IS THE LOVE OF CARS 4HERES A &!1
SLEEPING AND VICE VERSA 7HEN THEY EVENTUALLY MET IN PERSON FOR HAVING SEX WITH CARS THE TAILPIPE IS INVOLVED AND SITES
ABOUT A YEAR LATER THE RELATIONSHIP FIZZLED OUT 4HATS WHEN -ARK DEVOTED TO CAR PORN
REALIZED IT WASNT "RYAN HE FANCIED IT WAS HIS -AC
/BJECTUM SEXUALITY IS NOT A RECOGNIZED PARAPHILIA IN THE WWWTHEAPPLECOLLECTIONCOM A 7EB SITE DEVOTED TO -AC CUL
!MERICAN 0SYCHIATRIC !SSOCIATIONS MANUAL OF PSYCHIATRY THE TURE FOR EXAMPLE HAS A
PAGE ARCHIVE OF SOFT PORN DESKTOPS
$IAGNOSTIC AND 3TATISTICAL -ANUAL OF -ENTAL $ISORDERS (OWEVER MOST OF THEM HAVE BEEN h0HOTOSHOPPEDv TO FEATURE SOMETHING
PSYCHOLOGIST AND CYBERSEX EXPERT !L #OOPER SAID SUCH FETISHES RELATED TO !PPLE A LOGO AN I-AC OR A ' CHIP AND SO ON
EXIST AND NOTHING SURPRISES HIM h)TS PHENOMENAL THE KIND OF
THINGS PEOPLE FETISHIZE v HE SAID h4HE WORLD IS A BIG PLACE WITH 4HE PEOPLE WHO MAKE AND CONSUME THESE IMAGES CERTAINLY
A LOT OF PEOPLE 4HERES SOMEBODY SOMEWHERE IN THE WORLD WITH SEEM TO BE EROTICIZING THE -AC h)F ;THE HARDWARE= HAS A NAKED
A FETISH FOR ANYTHINGv WOMAN DRAPED OVER IT IT DOESNT TAKE SOMEONE WITH A COUPLE
OF DEGREES TO FIGURE OUT THE CONNECTION v #OOPER SAID 4HE FETISH
#OOPER EDITOR OF 3EX AND THE )NTERNET AND DIRECTOR OF THE 3AN CONNECTION IS CLEARLY ILLUSTRATED BY ANIME
INSPIRED IMAGES OF
*OSE -ARITAL AND 3EXUALITY #ENTRE SAID HE HASNT TREATED ANY
I-AC GIRLS AND BOYS WHICH MELD FLESH AND PLASTIC INTO TECHNO
ONE WITH A -AC FETISH BUT THOUGHT -ACS COULD BECOME OBJECTS SEX TOYS !ND OF COURSE THERES THE I"RATOR PARODY
OF SEXUAL ATTRACTION h)TS NOT SURPRISING PEOPLE WILL FETISHIZE THE
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ARE SLEEK AND COLORFUL )T MAKES IT MORE LIKELY PEOPLE WILL THE LINES THE CURVES v SAID *OHN *ACOBSON WHO CREATED AN
FETISHIZE ITv EROTIC DESKTOP h4HE LINES AND SMOOTHNESS ARE VERY EROTIC IN A
WAY THE LINES FLOW THEY ARE ALL PLEASING TO THE EYEv
-ARK !LLEN SEEMS TO BE ONE OF THE FEW -AC FETISH CASES
DOCUMENTED ON THE 7EB BUT THERE ARE CLUES THAT HES FAR FROM &ETISHISTIC -AC IMAGERY APPEARS CONSISTENTLY THROUGHOUT
ALONE h%ROTICv DESKTOP PICTURES FEATURING HALF
NAKED MODELS THE WORK OF ITS CREATORS *OHN #ROSE !NNA :ISA AND *OHN
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-AC
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YEAR
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"Y CONTRAST SIMILAR IMAGES ON 7INDOWS 0#
RELATED WALLPAPER TWIRLED ACROSS THE SCREEN HE ANSWERED WITH A SEXY BREATHLESS
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#HRIS %SPINOSA !PPLE EMPLOYEE NUMBER EIGHT TOLD 3TANFORD h4HE -AC BUILDING WAS A VERY LOOSE OUTFIT v SAID ONE JOURNALIST
,IBRARYS -AC ARCHIVE PROJECT h4HERE WERE PEOPLE THINKING WHO ASKED TO REMAIN ANONYMOUS h4HE BUILDING WAS PERME
THAT IF THEY COULD MASTER PERSONAL COMPUTING TECHNOLOGY THEY ATED WITH A CERTAIN ODORv !NOTHER JOURNALISTTHE FORMER EDITOR
COULD FIGHT BACK AGAINST THE -ACHINE !ND SO WHILE THERE WERE OF A WELL
KNOWN -ACINTOSH MAGAZINESAID THE -ACS ENGI
LAWYERS WHO JUST WANTED TO USE THEM TO AUTOMATE THEIR OFFICES NEERS AND PROGRAMMERS WERE ALWAYS SMOKING WEED h4HERE
A LOT OF PEOPLE IN THE USERS GROUPS WERE REALLY USING PERSONAL WERE PEOPLE OUT THE BACK IN THE PARKING LOT SMOKING POT ALL THE
COMPUTERS AS A TOOL AGAINST 4HE -ANv TIME v SAID THE EDITOR WHO ALSO ASKED TO REMAIN ANONYMOUS
h4HE )"- 0# WAS CREATED BY PEOPLE WHO DRANK ALCOHOL 4HE -AC
)T IS UNSURPRISING THEN THAT THERE IS A STRONG CONNECTION WAS CREATED BY PEOPLE WHO SMOKED POTv
BETWEEN -ACS AND POT "OTH ARE COUNTERCULTURES IN THE LOOS
EST SENSE OF THE WORD APPEALING TO PEOPLE WHO ARE CREATIVE OR 4HE EDITOR NOTED THAT A LOT OF THE -ACS ORIGINAL DEVELOPMENT
ARTISTIC PEOPLE WHO hTHINK DIFFERENTv TEAM WERE FAIRLY YOUNG THE AVERAGE AGE WAS ABOUT HE
SAID h4HE PERSONAL COMPUTER INDUSTRY WAS AN OUTGROWTH OF
h4HE ENTIRE PERSONAL COMPUTER REVOLUTION CAME OUT OF THE 3AN THE SIXTIES COUNTERCULTURE v THE EDITOR SAID h)T WAS A ROCK
AND
&RANCISCO "AY !REA AND WAS PIONEERED BY POT
SMOKING MEM
ROLL BUSINESS IN THOSE DAYS ,OOK AT ;!PPLES FAMOUS= AD )T
BERS OF THE COUNTERCULTURE v SAID 3TEVEN (AGER EDITOR IN CHIEF OF SYMBOLIZED A GENERATION SHIFT 4HE )"- 0# WAS THE COMPUTER OF
(IGH 4IMES HTTPWWWHIGHTIMESCOM h"ECAUSE THESE PEOPLE THE ESTABLISHMENT 4HE -ACS PURPOSE IN LIFE WAS TO BE THE COM
TEND TO BE HIGHLY CREATIVEPOT ENHANCES CREATIVITYAND PUTER OF THE ANTI
ESTABLISHMENT ) MEAN IT HAD THE PSYCHEDELIC
BECAUSE -ACS ARE THE CHOICE OF MOST ART AND VIDEO PROFESSION
INTERFACE @7OW MAN GOOD VISUALSv
ALS ) GUESS THATS YOUR STORYv
4HE EDITOR SAID THAT IF THE -AC DEVELOPMENT TEAM HADNT BEEN
! COUPLE OF VETERAN JOURNALISTS WHO COVERED THE CREATION OF THE SMOKING POT IT MIGHT NOT HAVE COME UP WITH A SMALL COMPACT
-ACINTOSH IN THE EARLY EIGHTIES CLAIM POT HAD A PROFOUND INFLU
COMPUTER WITH A RADICAL GRAPHICAL INTERFACE h)F THEY HADNT
ENCE ON THE DESIGN OF THE MACHINE A CLAIM DENIED BY OTHERS BEEN SMOKING POT MAYBE THEY WOULDNT HAVE INVENTED THE
INCLUDING *EF 2ASKIN THE HEAD OF THE -ACS DESIGN TEAM -AC v HE SAID h)T WOULD HAVE BEEN ANOTHER !PPLE )) OR AN )"-
0# IT WOULD NOT HAVE BEEN THE -AC 7HO WOULD HAVE THOUGHT
THEY WANTED A COMPUTER TO BE CUTE v
(ALF JOKING THE EDITOR SUGGESTED FURTHER EVIDENCE OF POTS INFLU
2ASKIN WAS BACKED UP BY $AVID "UNNELL THE FOUNDING EDITOR OF
ENCE COULD BE FOUND IN THE -ACS STONED SMILEY STARTUP FACE -ACWORLD MAGAZINE HTTPWWWMACWORLDCOM WHO SAW NO
THE RAINBOW COLORS OF THE !PPLE LOGO AND EARLY SOFTWARE LIKE POT SMOKING AT !PPLE h) NEVER SAW ANY EVIDENCE OF THAT AMONG
-AC0AINT A DRAWING PROGRAM PERFECT FOR DRUG
INDUCED DOO
THE PEOPLE WHO CREATED THE -AC v HE SAID h!ND ) WAS THERE )
DLING .OTHING LIKE IT EXISTED ON THE 0# PLATFORM DESPITE THE FACT WAS INTIMATELY INVOLVED WITH THE -AC DEVELOPMENT TEAM )
THAT A LOT OF 7INDOWS PROGRAMMERSSOME NOW VERY RICH AND HAD FREE ACCESS TO THE -AC BUILDING ) DONT RECALL SEEING ANY
FAMOUSWERE ALSO DOPERS ACCORDING TO THE EDITOR EVIDENCE OF PEOPLE SMOKING POT WHILE THEY WERE DEVELOPING
THE MACHINEv
h7E ALL NOTICED THIS WHEN WE WERE COVERING THIS STUFF v HE SAID
h!T 0# %XPO PEOPLE SMELL LIKE BOOZE !T -ACWORLD PEOPLE SMELL "UNNELL CONCEDED THAT ANY POT SMOKING MAY HAVE BEEN WIT
LIKE MARIJUANAv 4HE EDITOR SAID THERES EVEN A SPECIAL POT
SMOK
NESSED ONLY BY THOSE WHO WERE SYMPATHETIC TO IT h4HEY DIDNT
ING AREA AROUND THE BACK OF 3AN &RANCISCOS -OSCONE #ENTER INVITE ME v HE SAID h-AYBE ) WAS TOO STRAIGHTv !NOTHER FORMER
THE LONGTIME VENUE OF -ACWORLD %XPO KNOWN AS hTHE OFFICEv !PPLE EMPLOYEE WHO REQUESTED ANONYMITY CONCURRED h)F
h4EN OR PEOPLE ARE THERE ALL DAY LONG v THE EDITOR SAID h#%/S THERE WAS A DRUG CULTURE AT !PPLE ) WOULD HAVE FOUND IT AND )
PROGRAMMERS AUTHORS 0EOPLE SAY @)M JUST GOING TO THE OFFICE DIDNT v HE SAID
FOR A COUPLE OF MINUTESv
-ARC #ANTER FOUNDER OF -ACRO-IND NOW -ACROMEDIA AND
/NE EARLY !PPLE EMPLOYEE CONFIRMED THE EDITORS POT
SMOKING WELL CONNECTED IN THE -AC DEVELOPMENT COMMUNITY SAID OF
CLAIMS AMONG !PPLE EMPLOYEES h) WAS THERE WE WERE ALL HIGH v COURSE THERE WAS DRUG USE AT !PPLEJUST LIKE THE REST OF THE 0#
SAID THE EMPLOYEE WHO ASKED NOT TO BE IDENTIFIED INDUSTRY THEN AND NOW #ANTER SAID DRUG USE CERTAINLY WASNT
SANCTIONED AT THE WORKPLACE AND IS NO MORE WIDESPREAD AT
!NOTHER SOURCE MADE THE OUTRAGEOUS CLAIM THAT ONE OF !PPLES !PPLE THAN ANY OTHER COMPANY OR INDUSTRY 4HERE WERE SOME
TEAM LEADERS WORKING ON -AC /3 3YSTEM PURCHASED A VIAL WHO INDULGED BUT MOST DIDNT AT LEAST NOT AT WORK /VER THE
OF LIQUID ,3$ AND SHARED IT WITH HIS PROGRAMMERS TO HELP THEM YEARS #ANTER SAID HE HAS SEEN A LOT OF THE 0# INDUSTRYS MOGULS
hBREAK THROUGH CREATIVE BLOCKSv h4HE -AC PEOPLE WERE FOCUSED TOKING POT AT PARTIES INCLUDING THE INDUSTRYS TOP DOGS
ON GETTING INTO THE HEADS OF NORMAL USERS v THE SOURCE SAID
h;4HEY= USED PSYCHEDELICS TO BREAK DOWN THEIR OWN PRECONCEP
0OT SMOKING IS AN INTEGRAL PART OF THE CULTURE OF .ORTHERN
TIONSv 4HE SOURCE SAID PSYCHEDELICS WERE TAKEN BY THE hTROOPS v #ALIFORNIA )T IS THE STATES BIGGEST CRASH CROP 0OT IS PARTICULARLY
AND FEW IF ANYONE IN MANAGEMENT KNEW ABOUT IT 4HE CLAIM PREVALENT IN THE HIGH
TECH SECTOR ! SURVEY BY 5+ SOFTWARE
COULDNT BE VERIFIED AND SHOULD BE TAKEN WITH A GRAIN OF SALT PROVIDER 4ONGUE7AG OF
TO
YEAR
OLDS REVEALED THAT
ONE IN THREE MARIJUANA SMOKERS IS EMPLOYED IN THE HIGH
TECH
4HE DRUG
TAKING CLAIMS WERE STRONGLY DISPUTED BY *EF 2ASKIN SECTOR A PROPORTION FAR HIGHER THAN FOR THE POPULATION AS A
THE hFATHERv OF THE -ACINTOSH h!S THE CREATOR OF THE -ACINTOSH WHOLE h4ECH IS THE ONLY FIELD )VE KNOWN WHERE MARIJUANA IS
PROJECT AND THE GUY WHO NAMED IT @-ACINTOSH AFTER HIS ALMOST A SACRAMENT v SAID ONE SOURCE h4HE PSEUDO
AUTISM IT
BELOVED -C)NTOSH APPLES ) CAN FIRMLY SAY THAT POT HAD NOTHING INDUCES ALLOWS YOU TO FOCUS ON MIND
NUMBING DETAIL FOR HOURS
TO DO WITH IT v 2ASKIN WROTE IN AN EMAIL h5NLIKE OUR PREVIOUS AT A TIMEv
PRESIDENT ) HAVE NEVER EVEN BROUGHT A REEFER TO LIP MUCH LESS
INHALED IT ) ALSO DO NOT USE ALCOHOL TOBACCO OR ANY OTHER REC
!LLAN ,UNDELL A JOURNALIST AT )NFO7ORLD AND 7EST #OAST EDI
REATIONAL DRUGS AND NEVER HAVEv TOR OF "YTE -AGAZINE SAID EARLY -AC CULTURE WAS PERMEATED
WITH POT h-OST RELIGIONS HAVE RITUALS v HE SAID h&OR THE FIRST
2ASKIN SAID TO THE BEST OF HIS KNOWLEDGE THERE WAS NO POT -ACHEADS A POPULAR RITUAL WAS GETTING TOGETHER TO PASS A JOINT
SMOKING AT !PPLE BY THE -AC TEAM DURING HIS TENURE AND NO OFTEN AT -ACWORLD PARTIES -ANY PROGRAMMERS ) KNEW LOVED
OTHER DRUG USE h) NEVER SAW 3TEVE *OBS OR 3TEVE 7OZNIAK USE TO GET HIGH BEFORE WRITING CODE 4HIS SEEMED TO BE MORE THE
POT v HE WROTE h7HAT PEOPLE DID AT HOME OR AFTER ) LEFT !PPLE IS NORM THAN THE EXCEPTION LEADING ME TO BELIEVE THAT SOFTWARE
OF COURSE BEYOND MY KNOWLEDGE BUT EVEN AT OUR SOCIAL OCCA
PRODUCTION IN 3ILICON 6ALLEY WOULD GRIND TO A HALT IT WASNT FOR
SIONS DRUGS WERE NOT A PART OF THE SCENE 0IZZA YES 0UNS YES GOOD SENSIMILLAv
0LAY YES 0OT NO ) EVEN PREFER MY APPLES UNFERMENTEDv
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4HE -ACS GRAPHICAL USER INTERFACE REALLY APPEALED TO STONERS -AC INTO A DEVICE FOR SMOKING MARIJUANA h)T HAS A LILTING TOUCH
,UNDELL SAID MUCH MORE SO THAN THE CRYPTIC CODES OF $/3 h)T OF DEATHLIKE INTOXICATION v SAID 0ROZAC h)TS TREATED US WELLv
MAKES IT POSSIBLE TO USE THE COMPUTER AT IN THE MORNING WHEN
YOURE STONED v HE SAID h"UT ITS NOT JUST ABOUT GETTING HIGH )TS 4HE -AC BONG OR I"ONG IS MADE FROM A WATER
FILLED BONG
ABOUT DOING STUFF WHEN YOU GET THEREv MOUNTED INSIDE AN OLD -AC 3% 4HE BOWL OF THE BONG PRO
TRUDES FROM THE FRONT OF THE COMPUTER JUST BELOW THE SCREEN
$OUGLAS 2USHKOFF AUTHOR OF NUMEROUS BOOKS ABOUT TECHNOL
4HE MOUTHPIECE STICKS OUT THE BACK h)T LOOKS LIKE ANY OTHER
OGY AND CYBERSPACE IS ONE OF THE FEW WRITERS TO COMMENT DINGY -AC v SAID 0ROZAC h"UT IT DOESNT DRAW AS MUCH SUSPI
ON THE CONNECTION BETWEEN -ACS AND POT h#ONCEIVED ON CION ;AS A NORMAL BONG= IF YOU DO HAVE TO TAKE IT OUTSIDE THE
THE BONGWATER
STAINED RUGS OF 2EED #OLLEGE DORM ROOMS THE HOUSE 7E HAVENT TAKEN IT TO -ACWORLD BUT IT HAS BEEN TO A
!PPLE PERSONAL COMPUTER BENT OVER BACKWARDS TO BRING EVEN COUPLE OF COMPUTER SWAP MEETS 0EOPLE LIKE IT 4HEY LAUGH )T
THE MOST STONED OF US INTO THE MIX v HE WROTE IN AN ONLINE COL
GETS THE USUAL @7OAH DUDE THATS CRAZY REACTION %VERYONE
UMN h)T IS NO COINCIDENCE THAT THE FIRST SHOTS OF THE COMPUTER WANTS TO TRY ITv
REVOLUTION WERE FIRED FROM THE SAME "AY !REA THAT BROUGHT US
(AIGHT
!SHBURY IN THE S 4HE VERY CONCEPTION OF THE ALMOST 4HE I"ONG DELIVERS A hKILLER HIT v ACCORDING TO THE PAIR !FTER SMOK
HALLUCINATORY REALM WE CALL @CYBERSPACE REQUIRED THE IMAGINA
ING THE I"ONG ONE EVENING 0ROZAC WROTE ABOUT THE EXPERIENCE
TIVE CAPACITIES OF PEOPLE WHO WERE FAMILIAR WITH NAVIGATING AND POSTED IT ONLINE HTTPWWWANUSCOMTUCTUCHTML h-Y
HALLUCINATORY HEADSPACE 4HIS IS WHY SO MANY 3ILICON 6ALLEY BONG BURNT BRIGHT v HE WROTE hELECTRIFIYING FRACTALS DANCING IN THE
FIRMS ESCHEW THE EMPLOYEE DRUG TESTING OF THEIR COUNTERPARTS RAGING EMBERS SMOKE CURLING LIKE A HALO AROUND MY BOWED AND
IN OTHER INDUSTRIES )F HIGH
TECH COMPANIES WEEDED OUT WEED FATAL HEAD 4HE RESTLESSNESS OF A MILLENNIUMS SOLITUDE SOARED
USERS THEYD HAVE FEW EMPLOYEES LEFTv THROUGH MY RUSHING BLOOD THE ROAR OF BEING ALIVE SKIPPING LIKE A
JUMPING SPARK THROUGH MY BRAINv
4HE I"ONG 4HE I"ONG WAS INSPIRED BY THE -AC1UARIUM A FAMOUS MODIFI
CATION OF !PPLES OLD ONE PIECE -ACINTOSH COMPUTERS THAT TURNS
'IVING NEW MEANING TO THE TERM hHIGHv TECH A COUPLE OF STON THEM INTO FISH TANKS h7E SAW THE -AC1UARIUM AND SAID ,ETS
ERS HAVE TURNED AN OLD -ACINTOSH INTO A BONG !GAPORNIS AND PUT A BONG INSIDE ONE INSTEAD v SAID !GAPORNIS h7E WERE
0ROZAC A PAIR OF YEAR OLD COMPUTER NERDS FROM !USTIN 4EXAS PROBABLY STONEDv
TRADED CHIPS FOR HITS WHEN THEY TRANSFORMED AN OLD ALL IN ONE
()'( 4%#( ! 0!)2 /& 34/.%23 4(% "/.' 0544).' /"3/,%4%
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4HE PAIR HAS ACTUALLY MADE THREE I"ONGS TO DATE 4HE FIRST WAS $ISTRICT &OUNDED IN THE S THE +ERISTA COMMUNE HAD ABOUT
MADE IN AND IT ATTEMPTED TO INCORPORATE BOTH A FISH TANK MEMBERS WHO PRACTICED hPOLYFIDELITYv -EMBERS WOULD
AND A BONG WITHIN THE CASING OF THE OLD COMPUTER h7E WERE SLEEP WITH A DIFFERENT PERSON EACH NIGHT BUT ONLY WITH SOMEONE
WORKING ON A WAY TO MAKE AN AQUARIUM WITH THE BONG INSIDE IT IN THEIR GROUP %VERY DAY THE SLEEPING SCHEDULE WAS DRAWN UP
SO THAT THE PERSON TAKING THE HIT COULD WATCH THE FISH v EXPLAINED ON A -AC
!GAPORNIS hBUT THE AQUARIUM TOOK UP TOO MUCH ROOMv 4HE PAIR
ALSO FOUND THE STEM WAS TOO LONG WHICH MADE IT DIFFICULT TO TAKE 4HE +ERISTA COMMUNE WAS NOT JUST PROMISCUOUS IT WAS
A HIT IT REQUIRED DRAWING IN TOO MUCH AIR EXTREMELY INDUSTRIOUS )N THE SPAN OF ABOUT FIVE YEARS THE
COMMUNE TRANSFORMED A MODEST HOUSE CLEANING BUSINESS
4HE SECOND MODEL WHICH HAD A SHORTER STEM WAS TOO HARSH h)T INTO THE BIGGEST -ACINTOSH DEALERSHIP AND CONSULTING FIRM IN
WAS LIKE A PICKLE JAR BONG v SAID !GAPORNIS h)T WAS PRETTY PAIN .ORTHERN #ALIFORNIA &OR THREE YEARS IN A ROW THE COMPANY
FULv 4HE THIRD AND FINAL ATTEMPT GOT IT JUST RIGHT h)TS NOT BAD v CALLED !BACUS WAS FEATURED IN )NC MAGAZINES ANNUAL LIST OF
SAID !GAPORNIS h)TS PRETTY EASY HITTINGv THE FASTEST GROWING ENTERPRISES IN !MERICA 4HE COMPANY RAN A
PAIR OF PLUSH TRAINING CENTERS IN 3AN &RANCISCOS FINANCIAL DISTRICT
"UT AFTER TEN YEARS OF PERFECTING THE DESIGN THE TWO HAVE DIS AND IN 3ANTA #LARA )T OPERATED THREE BIG REPAIR FACILITIES AND A
COVERED THAT THEY ARE SMOKING LESS AND LESS POT THEYVE GONE GIANT WAREHOUSE )T HAD CONSULTING DIVISIONS FOR NETWORKING
FROM CHRONIC TO OCCASIONAL SMOKERS h7ERE NOT GOING THROUGH AND PUBLISHING AND EVEN RAN A COMPUTER TEMP AGENCY
FOUR QUARTER BAGS IN A WEEKENDEACHLIKE WE USED TO v SAID
!GAPORNIS h7ERE NOT INTO A VOID LIKE WE USED TO BE YEARS h)T WAS A FASCINATING COMPANY THAT PEOPLE COULDNT PUT THEIR
AGOv 3TILL hTHE -AC BONG IS THE BEST THING TO HAVE AROUND WHEN FINGERS ON FOR GOOD REASON v SAID A FORMER COMMUNE MEMBER
YOURE LISTENING TO THE FIRST FOUR "URZUM ALBUMS v HE ADDED WHO ASKED TO BE REFERRED TO BY HIS COMMUNE NAME ,OVE h)T
"URZUM IS A .ORWEGIAN BLACK METAL BAND WAS RUN BY FLAMBOYANT HIPPIE TYPES WHO TENDED TO BE YOUNG
AND GOOD LOOKING "UT THEY WERE VERY GOOD AT EVANGELIZING
THE -ACv
, Ê "6 Ê Ê- Ê
-
+ERISTA WAS FOUNDED AS A SCIENTIFIC UTOPIAN COMMUNITY ACCORD
$URING THE LATE S THE BIGGEST DEALER OF !PPLE COMPUTERS ING TO ANOTHER FORMER MEMBER 3UN WHO WAS ATTRACTED BY
IN .ORTHERN #ALIFORNIA WASNT A COMPUTER MEGASTORE )T WAS A AMONG OTHER THINGS THE COMMUNES SEXUAL FREEDOM h4HERE
FREE LOVE COMMUNE IN 3AN &RANCISCOS HIPPIE (AIGHT !SHBURY WERE LOTS OF GUYS WHO WERE INTO POLYFIDELITY 4HAT SOUNDED
!00,%3 #/20/2!4% "/.' 4()3 -!# "/.' !00%!23 4/ (!6% 2%3)$%$ !4 !00,%3 #/20/2!4% (%!$15!24%23 &/2 -!.9 9%!23 4(2%% $)&&%2%.4
3/52#%3 3!9 4(% "/.' 7!3 34/2%$ !4 "5),$).' !4 !00,%3 #!-053 ). #50%24)./ #!,)&/2.)! 4(% 0%23/. 7(/ 3%.4 4(% 0)#452% $)$ 3/
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GOOD TO ME v SHE SAID LAUGHING .OW IN HER S 3UN IS AN 4HE COMMUNE BOUGHT ABOUT -ACS AND QUICKLY SOLD THEM
ATTRACTIVE WOMAN WITH LONG BROWN HAIR 3HE LIVES IN "OULDER "USINESS TOOK OFF LIKE A ROCKET &IRST YEAR REVENUES WERE MIL
#REEK #ALIFORNIA A RURAL ENCLAVE OF 3ILICON 6ALLEY AND HOME TO A LION AND THEY QUADRUPLED EVERY YEAR 4HE WOMEN OWNED STATUS
LOT OF hREDWOOD NERDSv 3HE WAS DISINHERITED FROM HER WEALTHY OF THE COMPANY WAS A BIG BONUS HELPING TO LAND SO CALLED
FAMILY FOR JOINING +ERISTA hPREFERENCEv CONTRACTS WITH BIG CORPORATIONS AND GOVERNMENT
AGENCIES h.OT BAD FOR A BUNCH OF HIPPIES v SAID %VA7AY WHO
4HE COMMUNE HAD FOUR hFAMILIES v OR h"EST &RIEND )DENTITY IS NOW AN EXECUTIVE AT A "AY !REA STARTUP h!LL WE WANTED TO DO
#LUSTERSv #OMMUNE MEMBERS COULD SLEEP ONLY WITH THE SIX OR WAS CHANGE THE WORLDv
SEVEN OTHER PEOPLE IN THEIR CLUSTER 4HERE WERE EQUAL NUMBERS
OF MEN AND WOMEN IN EACH CLUSTER %VERYONE WAS IN THEIR S ,OVE ATTRIBUTED !BACUS SUCCESS TO ITS HIPPIE BUSINESS ETHIC
OR S EXCEPT FOR THE FOUNDER KNOWN AS "RO *UD WHO WAS IN 4HE COMMUNE WANTED TO HELP CREATE A UTOPIAN TECHNOLOGICAL
HIS S SOCIETY SO THEY MADE SURE PEOPLE KNEW HOW TO USE THEIR NEW
MACHINES 4HE COMPANY HAD A MOTTO h!BACUS ! VISION WITH A
4HERE WAS ALSO A hSEDUCTION SQUADv ATTRACTIVE GIRLS WHO BUSINESSv
RECRUITED NEW MEMBERS AT PARTIES -EN WERE INVITED TO SLEEP
WITH THEM BUT ONLY IF THEY FIRST JOINED THE COMMUNE WHICH h!LL OF OUR COMPETITORS WERE JUST DROPPING OFF BOXES v SAID ,OVE
MEANT HAVING A VASECTOMY h4HE COMMUNE ALREADY HAD TWO h7E HAD EVERYTHING TRAINING SUPPORT REPAIRS 7E WERE A ONE
KIDS v 3UN SAID h,IKE ANY FAMILY WE DECIDED TWO IS ENOUGH AND STOP SHOP FOR BUSINESS FOLKSv ,OVE NOW IN HIS EARLY S STILL
NO MORE KIDS 4OO MANY DIAPERS 4HE FAVORABLE FORM OF CONTRA LIVES COMMUNALLY WITH THREE OTHER ADULTS IN A HOUSE ON THE 3AN
CEPTION WAS VASECTOMY 9OU HAD TO BE REALLY COMMITTEDv &RANCISCO PENINSULA (E WORKS AS AN INVESTMENT BANKER h7E
WERE TOTAL NERDS v ADDED 3UN h7E WERE VERY COOL NERDSv
4HE COMMUNE RENTED ABOUT HALF A DOZEN BUILDINGS AND APART
MENTS IN THE (AIGHT %VERYONE HAD A KEY TO EACH APARTMENT %VENTUALLY !BACUS ALSO STARTED SELLING #OMPAQ COMPUTERS
h%VERYONE HAD A GIANT KEY RING v 3UN SAID h/NE WOMAN HAD A )RONICALLY THE SUCCESS OF THE BUSINESS TOOK ITS TOLL ON THE COM
TWO POUND KEY RINGv MUNE WHICH FOLDED UNDER THE PRESSURE OF RUNNING SUCH A
FAST GROWING ENTERPRISE h7E WERENT PROFESSIONAL MANAGERS v
h.O ONE WORRIED ABOUT MONEY AT ALL v 3UN SAID h)T WAS ALL BEING SAID ,OVE h4HERE WERE MANY MANY MISTAKES WE MADE THAT
ACCOUNTED FOR ON THE COMMUNITY LEVEL )T SEEMED LIKE AN INEX CREATED A BUSINESS THAT DID NOT RUN VERY EFFICIENTLYv 7HILE COM
HAUSTIBLE BANK ACCOUNT 9OU MADE A YEAR BUT YOU LIVED PUTER PRICES PLUMMETED !BACUS FOUND ITSELF SITTING ON A HUGE
LIKE YOU MADE "UT WE WERENT EXTRAVAGANT 7E LIVED INVENTORY NO ONE WANTED
COMFORTABLE MIDDLE CLASS LIFESTYLESv
4HE COMMUNE DISBANDED IN AND A YEAR LATER !BACUS
7HEN 3UN JOINED THE COMMUNE MEMBERS WERE CLEANING MERGED WITH #IBER A $ENVER CORPORATION THAT WAS GOING
HOUSES FIXING UP GARDENS AND PUBLISHING A FREE ADVERTISING AROUND THE COUNTRY CONSOLIDATING FAILING DEALERS 4HE MERGER
NEWSLETTER 3UN INTRODUCED THEM TO -ACINTOSH COMPUTERS ALLOWED PEOPLE TO KEEP THEIR JOBS SOME ARE STILL EMPLOYED
4HE RECEPTION WAS VERY ENTHUSIASTIC AND PEOPLE IMMEDIATELY BY #IBER "UT THERE WAS NO MONEYALL THE PROCEEDS WENT TO
STARTED SMALL DESKTOP PUBLISHING SIDELINE BUSINESSES 3OON PAY OFF DEBT
THE COMMUNE WAS OFFERING PUBLISHING SERVICES AND ADVICE TO
OTHER SMALL BUSINESSES AND IT OPENED A COMPUTER RENTAL STORE h7E WENT FROM BEING AN ARTIST COMMUNITY TO A COMPUTER
ON &REDERICK 3TREET CALLED 5TOPIAN 4ECHNOLOGY BUSINESS v 3UN SAID h4HE WHOLE CULTURE CHANGED )T BECAME
WORKAHOLIC YUPPIE CYBERCULTUREv h;7E WERE= LIKE A MOM AND
4HE COMMUNES BIG BREAK WAS GETTING A DEALERS LICENSE FROM POP COMPUTER SHOP BUT WITH PEOPLE AS THE MOM AND POP
!PPLE THEN THE BIGGEST PERSONAL COMPUTER MAKER IN THE WORLD 4HERE WAS NO REAL MANAGEMENT AND THE MAJORITY OF PEOPLE
$EMONSTRATING ITS COMMITMENT TO FEMINISM THE COMMUNE HAD WANTED TO DO SOMETHING ELSE WITH THE AFFLUENCE THE BUSINESS
INCORPORATED !BACUS IN THE NAMES OF FOUR FEMALE COMMUNE BOUGHT THEM )T ALLOWED THEM TO DO SOMETHING ELSE LIKE MOV
MEMBERS ON PAPER IT WAS A WOMEN OWNED BUSINESS 4HE HEAD ING TO (AWAIIv
OF SALES KNOWN AS %VA7AY APPROACHED THEN #%/ *OHN 3CULLEY
AND TOLD HIM !PPLE LOOKED BAD BECAUSE IT DIDNT HAVE ANY h)T BROUGHT HUGE AMOUNTS OF WEALTH INTO A TRIBAL COMMUNITY
WOMEN OWNED DEALERS IN ITS RESELLER NETWORK 3CULLEY AGREED WHICH HAD NEVER BEEN SEEN BEFORE v SAID !LLAN ,UNDELL 3UNS
AND LOBBIED TO GET THEM A LICENSE PARTNER AND WITH HER THE COFOUNDER OF 6IRTUAL 7ORLD 3TUDIO
h4HIS ALLOWED THEM TO BUILD THEIR DREAMS OF A FUNCTIONAL UTOPIAN
CULTURE AND LIVE IN ITv
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SUBSTANCES h$UDES JUST LOOK AT THE PHOTOSHE LOOKS SO BAKEDv
4HE EMERGENT STAR OF !PPLES 3WITCH ADVERTISING CAMPAIGN IS SOMEONE WROTE ON THE MESSAGE BOARD AT %LLEN&EISSNET ONE OF
%LLEN &EISS A YOUNG STUDENT WHO APPEARS TO MANY PEOPLE TO HER FAN SITES h,/, )TS JUST TOO FUNNY ) THINK -ACS ARE A GREAT
BE STONED !FTER THE 3WITCH AD DEBUTED IN THE SUMMER OF FIT FOR STONERSv
&EISS QUICKLY SHOT TO .ET CELEBRITY LARGELY BECAUSE MANY PEOPLE
THOUGHT SHE HAD BEEN SMOKING POT 3HE BECAME THE SUBJECT &EISSS CELEBRITY STARTED WITH -AC USERS BUT SOON GREW TO INCLUDE
OF NUMEROUS NEWSPAPER STORIES FAN SITES ICONS DESKTOP WALL MARIJUANA ADVOCATES 4HE REVELATION THAT SHE WASNT HIGH ON
PAPER AND MERCHANDISE LIKE 4 SHIRTS AND &RISBEES BEARING HER POT DIDNT TROUBLE HER STONER FANS WHO SIMPLY DIDNT BELIEVE
IMAGE 4ALK SHOW HOSTS $AVID ,ETTERMAN AND *AY ,ENO REQUESTED HER &EISSS AD ON !PPLES 7EB SITE IS RETURNED AS THE TOP HIT ON
INTERVIEWS AND (OLLYWOOD CALLED WITH TALK OF 46 SHOWS AND 'OOGLE IN RESPONSE TO THE SEARCH ITEM hSTONED CHICKv 'OOGLES
MOVIE ROLES &EISS DECLINED ALL OFFERS BUT OF COURSE IN TRUE SEARCH ALGORITHM RANKS HITS ACCORDING TO THE NUMBER OF OTHER
(OLLYWOOD STYLE SHE RETAINED AN AGENT PAGES LINKING TO IT CONTAINING THE SEARCH TERMS AMONG OTHER
THINGS !PPLES PAGE MAKES NO MENTION OF DRUGS NATURALLY
6ERY LITTLE IS KNOWN ABOUT &EISS EXCEPT SHES A TEENAGER AND
A STUDENT !PPLE ISNT REVEALING ANY DETAILS )N HER ONLY INTER !CCORDING TO THE 2EV 3AMUEL WHO RUNS AN ONLINE 4 SHIRT BUSI
VIEW WITH THE "ROWN $AILY (ERALD A STUDENT NEWSPAPER &EISS NESS IN UPSTATE .EW 9ORK THAT SELLS A LINE OF POPULAR 3MOKE
REVEALED SHE WAS UNDER THE INFLUENCE OF DRUGS BUT IT WAS $IFFERENT SHIRTS !PPLE IS COURTING hTOKERSv WITH THE AD &EISSS
ALLERGY MEDICATION NOT MARIJUANA AD IS THE ONLY h3WITCHv AD FROM THE ORIGINAL GROUP STILL PROMI
NENTLY DISPLAYED ON !PPLES SITE
&EISS IS PART OF !PPLES 3WITCH CAMPAIGN WHICH FEATURES TES
TIMONIALS FROM DOZENS OF REAL PEOPLE EXPLAINING WHY THEY 4HE 2EV 3AMUEL SAID HE RECENTLY ATTENDED A hHIPPIE FESTIVALv
SWITCHED FROM A 7INDOWS 0# TO THE -AC 4HE HIGH PROFILE CAM AND DISCOVERED A LOT OF YOUNG PEOPLE ARE FAMILIAR WITH &EISS
PAIGN HAS BEEN WIDELY IMITATED FROM A HAM FISTED ATTEMPT BY h!PPLE IS VERY COGNIZANT OF WHAT %LLEN REPRESENTS THE STONER
-ICROSOFT TO PORTRAY A MEMBER OF ITS 02 TEAM AS A -AC TO 0# COMPUTER MARKET v HE SAID h/BVIOUSLY THEY ARE COURTING MY
SWITCHER TO A GUBERNATORIAL PRIMARY IN "ALTIMORE PEOPLE THE STONERS THE POT ENTHUSIASTS MUNCHIE MAVENS
WHICH IS FINE WITH ME 7HEN MORE ADVERTISERS DO WE WILL BE
&EISSS APPEAL IS MULTIFACETED SHES YOUNG ATTRACTIVE AND SEEN AS RESPECTABLEv
ENDEARING 4O SOME THOUGH WHAT COUNTS IS !PPLES TACIT
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)F IMITATION IS THE SINCEREST FORM OF FLATTERY LETS HOPE %LLEN &EISS WAS FLATTERED BY
A LOOK
ALIKE CONTEST HELD IN (OLLAND WHICH FEATURED MOSTLY MEN NONE OF WHOM
LOOKED LIKE HER !T AN /CTOBER GATHERING OF MEMBERS OF THE -AC&REAK ONLINE
COMMUNITY A $UTCH -AC
ORIENTED 7EB SITE AND FORUM ATTENDEES AMUSED THEM
SELVES BY HOLDING A LOOK
ALIKE COMPETITION TO FIND THE BEST %LLEN &EISS THE TEENAGE
STAR OF ONE OF !PPLES 3WITCH COMMERCIALS
h7E WANTED TO MAKE SPOOF COMMERCIALS BUT PEOPLE ARE TOO SHY IN FRONT OF A VIDEO
CAMERA v EXPLAINED 0ETER 6ILLEVOYE WHO HELPS RUN -AC&REAK h3O WE THOUGHT IT
WOULD BE FUN TO HAVE AN %LLEN &EISS LOOK
ALIKE COMPETITION INSTEAD ! LOT OF PEOPLE
REALLY GOT INTO THE SPIRIT OF ITv
4HE RESEMBLANCES AS YOU CAN SEE ARE NOT VERY STRIKING
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h-ADE WITH -ACINTOSHv BANNERS 0ARODIES OF THE 4HINK $IFFERENT
!PPLE HAS ALWAYS MARKETED ITSELF AS COUNTERCULTURAL BUT CAMPAIGN FEATURING EVERYTHING FROM (ITLER TO THE 0LANET OF THE
SOME PEOPLE ARE TOO COUNTERCULTURAL FOR !PPLE IT APPEARS !PES CAN BE FOUND ALL OVER THE .ET 4HE #HURCH OF 3ATAN IS ONE
)N $ECEMBER LAWYERS REPRESENTING !PPLE SENT REPEAT OF THE FEW TO WHICH !PPLE TOOK EXCEPTION
NOTICES TO THE #HURCH OF 3ATANS 7EB MASTER DEMANDING THAT
HE REMOVE FROM THE SITE A h-ADE WITH -ACINTOSHv BADGE AND 'ILMORE CHARGED !PPLE WITH RELIGIOUS DISCRIMINATION AND THREAT
A h4HINK $IFFERENTv PARODY FEATURING !NTON 3ZANDOR ,A6EY THE ENED TO TAKE HIS CASE TO THE !MERICAN #IVIL ,IBERTIES 5NION (E
#HURCHS FOUNDER NOTED THE #HURCH OF 3ATAN IS A LEGALLY RECOGNIZED MINORITY RELI
GION h)TS CLEARLY RELIGIOUS DISCRIMINATION v HE SAID h4HERE ARE
4HE SITES 7EB MASTER 0ETER 'ILMORE EVENTUALLY COMPLIED AFTER PLENTY OF #HRISTIAN SITES THAT HAVE THE @-ADE ON A -AC BADGE
RECEIVING A SERIES OF THREATENING LEGAL LETTERS WHICH HE POSTED AND EVEN SOME 7ICCA ONES 4HEY HAVENT ASKED THEM TO TAKE IT
ON THE SITE 'ILMORE AN AVID -AC FAN SAID HE MERELY WANTED DOWNv 'ILMORE NOTED THAT ,A6EY WAS A BIG FAN OF !PPLE AND
TO DEMONSTRATE HIS LOYALTY TO THE COMPANY WITH A h-ADE WITH OWNED SEVERAL -ACS BEFORE HE DIED IN
A -ACv BANNER !ND THE PARODY POSTER FEATURING ,A6EY A CON
SUMMATE ICONOCLAST WAS ENTIRELY IN KEEPING WITH THE THEME OF )RONICALLY !PPLES DEMANDS GARNERED THE #HURCH CONSIDERABLE
!PPLES 4HINK $IFFERENT CAMPAIGN /R SO HE THOUGHT h)T WAS A PUBLICITY MORE IN FACT THAN THE #HURCH HAD RECEIVED IN YEARS
TRIBUTE AND A PARODY AT THE SAME TIME v HE SAID FROM HIS HOME 4HE STORY RAN IN NUMEROUS NEWSPAPERS AND ON #.. 'ILMORE
IN .EW 9ORK SAID HE RECEIVED SEVERAL THOUSAND SUPPORTIVE EMAILS FROM RANK
AND FILE -AC FANS
!PPLE DISAGREED 4HE FIRMS OUTSIDE COUNSEL !RENT &OX INSISTED
THE IMAGES INFRINGED !PPLES TRADEMARKS AND DEMANDED THEY !DWEEK AWARDED THE ,A6EY POSTER ITS BEST ADVERTISING PARODY
BE REMOVED IMMEDIATELY !PPLE CLEARLY DISLIKED ITS BRAND BEING OF 4HE BANNER AND PARODY POSTER HAD BEEN ON THE SITE FOR
ASSOCIATED WITH THE #HURCH ! STATEMENT FAXED TO 'ILMORE SAID ALMOST TWO YEARS BEFORE ANYONE NOTICED h4O !PPLES CHAGRIN
h!PPLE BELIEVES THAT YOUR USE OF THE -ADE 7ITH -ACINTOSH AND !DWEEK PRINTED IT v SAID 'ILMORE h)F THEY HADNT SAID ANYTHING
4HINK $IFFERENT BADGES IN THIS MANNER IS LIKELY TO TARNISH THE NO ONE WOULD HAVE NOTICED /NLY PEOPLE WHO WENT TO THE
GOODWILL ASSOCIATED WITH THE !PPLE ;TRADEMARK=v #HURCH OF 3ATAN 7EB SITE WOULD HAVE SEEN IT .OW ITS ON THE
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,-\Ê" -Ê Ê7"< OF *OBS WAS CALLED 4HE 3ECOND #OMING OF 3TEVE *OBS IN REFER
ENCE TO hTHE EXTRAORDINARY REVERENCE WITH WHICH THE MEDIA HAS
! BIG PART OF THE FASCINATION WITH !PPLE STEMS FROM A FASCINA
TREATED HIM v SAID THE AUTHOR
TION WITH THE COMPANYS TWO FOUNDERS 3TEVE *OBS AND 3TEVE
7OZNIAK 4HEY COULDNT BE MORE DIFFERENT *OBS IS WORSHIPPED 4HERE MAY BE A CULT OF THE -AC BUT THERES DEFINITELY A CULT OF
LIKE A ROCK STAR 7OZNIAK THE BRAINS BEHIND !PPLES ORIGINAL 3TEVE *OBS (UGE LINES FORM TO SEE HIM TALK AT -ACWORLD AND
MACHINES IS REVERED AS THE ULTIMATE HACKER HERO THERES A NEAR STAMPEDE TO GET SEATS "ILL 'ATES ONCE REMARKED
ON *OBS ABILITY TO ELICIT WILD CHEERS FOR CANDY
COLORED COMPUT
7HAT IS THE ATTRACTION OF THESE TWO VERY DIFFERENT ICONS *OBS IS ERS (E WAS TRULY BAFFLED
THE ONE WHO GETS ALL THE ATTENTION (ES THE STAR A REGULAR FIXTURE
IN NEWSPAPERS AND COVERBOY OF MAGAZINES 7OZ APPEARS ONLY ) RECALL TALKING TO SOME FANS AFTER ONE OF *OBS -ACWORLD KEY
OCCASIONALLY IN THE PUBLIC EYE YET IN MANY WAYS HIS REPUTATION NOTES /NE WOMAN SAID h3TEVE LOOKS TIRED (ES BEEN WORKING
IS MORE SECURE AND HIS FAN BASE STRONGER HARD FOR US LATELYv 3HE HAD A DREAMY LOOK IN HER EYES h#RIKEY v
) THOUGHT h3HES A WHACKED
OUT -OONIEv
*OBS IS THE CHARISMATIC FACE OF !PPLE (E HAS UNDENIABLE SEX
APPEAL AND IS A MASTER SHOWMAN 4HERES NO ONE IN !MERICAN 9ET *OBS REPUTATION IS TARNISHED !LTHOUGH HE IS RESPECTED
BUSINESS WHO CAN ENTHRALL A CROWD LIKE *OBS (E IS SO CHARMING FOR BEING !PPLES hSAVIORv AFTER RETURNING TO THE TROUBLED
HE HAS HIS OWN hREALITY DISTORTION FIELD v BENDING PERCEPTION ANY COMPANY IN HE IS WIDELY VIEWED AS AN ASSHOLE h*OBS
WAY HE CHOOSES 4HE LONG
RUNNING JOKE AT !PPLE IS HIS ABILITY TO IS NOT A ROLE MODEL v SAID *OHN -ANZIONE WHO RUNS THE -AC
CONVINCE MINIONS TO DRINK POISONED +OOL
!ID A REFERENCE TO THE ORIENTED -AC.ETCOM 7EB SITE h(ES NOT SOMEONE TO BE
MASS SUICIDE AT *ONESTOWN ADMIRED ) WOULD BE SADDENED TO HEAR SOMEONE DESIRE TO BE
LIKE 3TEVE *OBSv
*OBS IS AN AESTHETE A STYLE
SEEKING COMPUTER AUTEUR (IS STAMP
IS ON EVERYTHING !PPLE MAKES FOR GOOD AND BAD (E HAS UNDE
*OBS PORTRAYS HIMSELF AS A BOHEMIAN YET STORIES ABOUND ABOUT
NIABLY BROUGHT BACK A SENSE OF INNOVATION AND EXCITEMENT TO HIS GREED ! DISTURBING STORY EMERGED A FEW YEARS AGO ABOUT
THE COMPANY HOW HED STIFFED 7OZNIAK ON AN EARLY DEAL *OBS ALSO MAKES
A BIG DEAL ABOUT RECEIVING ONLY ONE DOLLAR A YEAR IN SALARY
*OBS IS RIGHTLY CALLED A VISIONARY (E CAN SEE WHAT PEOPLE WANT AT !PPLE BUT HE IS ONE OF THE HIGHEST
PAID EXECUTIVES IN THE
OR DONT NEEDEVEN IF THEY DONT KNOW IT YET 4HERE WAS A INDUSTRY "ONUSES STOCK OPTIONS AND OTHER PERKS LIKE A PRIVATE
HUGE FLAP ABOUT THE ORIGINAL I-AC LACKING A FLOPPY DRIVE THEN JET PUT HIM IN THE TOP TIER ACCORDING TO A SURVEY BY THE
STANDARD EQUIPMENT ON 0#S *OBS RIGHTLY SAW THAT FLOPPY DRIVES %CONOMIC 2ESEARCH )NSTITUTE
WERE AN ANACHRONISM BUT HE WAS AHEAD OF THE CURVE /N THE
OTHER HAND THE I-AC HAD AN UNUSABLE SINGLE
BUTTON HOCKEY
!ND THEN THERES *OBS REPUTATION FOR BEING DIFFICULT TO WORK
PUCK MOUSE AN UNWORKABLE CONCESSION TO AESTHETICS WITH (IS TANTRUMS OUTBURSTS AND VERBAL ABUSE HAVE BEEN
WELL DOCUMENTED 'UY +AWASAKI A FORMER !PPLE MARKETING
*OBS GETS AN INORDINATE AMOUNT OF PRESS ATTENTION GIVEN THE EXECUTIVE SAID WORKING FOR *OBS WAS THE GREATEST EXPERIENCE
SIZE OF THE -AC MARKET !LTHOUGH -ICROSOFT HAS MUCH MORE HED NEVER REPEAT h(E IS A BUNDLE OF PARADOXES v WROTE 3COTT
CLOUT "ILL 'ATES JUST CANT GET THE PRESSS OR PUBLICS INTEREST 2OSENBERG ON 3ALONCOM h! MANIPULATIVE CULT
OF
PERSONALITY
LIKE *OBS CAN !LAN $EUTSCHMANS UNAUTHORIZED BIOGRAPHY LEADER HE ALSO BRINGS EGALITARIAN PRINCIPLES TO HIS WORKPLACES
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HE CAN DICTATE THE SHAPE OF THEIR BOXES AND THE COLOR OF THEIR THE UNUSUAL NAME OF ,IZA ,O
OP *OBS MADE 7OZ BUY IT AND
POWER CORDS (E IS IT SEEMS A REVOLUTIONARY CONTROL FREAKv THEN HE GAVE IT TO HER 7OZ ALSO HAS A GREAT SENSE OF FUN HE
ONCE CALLED THE 0OPE PRETENDING TO BE (ENRY +ISSINGER USING A
$EUTSCHMAN *OBS UNAUTHORIZED BIOGRAPHER SAID MANY OF HOMEMADE PHONE HACKING DEVICE
*OBS FANS REFUSED TO BELIEVE THE STORIES OF BAD BEHAVIOR
DOCUMENTED IN HIS BOOK h4HE MEDIA HAS WORSHIPPED HIM AS 7HEREAS *OBS IS INACCESSIBLEPUBLIC APPEARANCES ARE CAREFULLY
A MODERN HERO v $EUTSCHMAN SAID h-ANY OF HIS FANS YEARN SO STAGE MANAGED BY HIS HANDLERS7OZ IS ANYTHING BUT (E CAN
MUCH FOR A INSPIRING HERO FIGURE THAT THEY SIMPLY DONT WANT TO BE WATCHED ALL DAY ON HIS OFFICE 7EBCAM HTTPWOZCAMWOZ
BELIEVE A MORE BALANCED AND REALISTIC ACCOUNTv ORG WHICH ATTRACTS ABOUT VISITORS A DAY 4HE 7EBCAM HAS
REGULAR VIEWERS WHO TRY TO DIVINE WHAT 7OZ IS UP TO BY READING
*OBS EGO RUBS A LOT OF PEOPLE THE WRONG WAY (ERES A JOKE SCRIBBLINGS ON THE OFFICE WHITEBOARD (OWEVER TRUE TO CHARAC
FOUND IN A NEWSGROUP h(OW DOES 3TEVE *OBS CHANGE A TER ALL THE MESSAGES ARE RED HERRINGS h!NYTHING YOU READ ON
LIGHTBULB (E HOLDS UP THE BULB AND LETS THE UNIVERSE REVOLVE THE WHITEBOARD IS MISINFORMATION v SAID $AN 3OKOL 7OZS 7EB
AROUND HIMv MASTER h4O PUT IT ANOTHER WAY IF YOU CAN SEE IT ON CAMERA IT
ISNT TRUEv
3TEVE 7OZNIAK ON THE OTHER HAND IS ALMOST UNANIMOUSLY LOVED
4AKE HIS NICKNAME 7OZ BY WHICH HE IS UNIVERSALLY REFERRED TO 7OZ PERSONALLY ANSWERS MOST OF THE EMAIL HE RECEIVES WHICH
7HAT COULD BE MORE ENDEARING CAN BE HUNDREDS OF MESSAGES A DAY !FTER THE RELEASE OF 0IRATES
OF 3ILICON 6ALLEY A 46 MOVIE ABOUT THE EARLY DAYS OF !PPLE
7OZ A COLLEGE DROPOUT IS WIDELY CREDITED AS THE GENIUS WHO 7OZS MAJOR COMPLAINT WASNT ABOUT HOW HED BEEN PORTRAYED
LAUNCHED THE PERSONAL COMPUTER REVOLUTION WITH A SERIES OF BUT ABOUT THE VOLUME OF EMAIL HE HAD TO ANSWER (E STARTED
ELEGANTLY DESIGNED COMMERCIAL MACHINES "OTH *OBS AND 7OZ SPENDING HOURS A DAY RATHER THAN ANSWERING EMAIL h7E
RECEIVED A .ATIONAL 4ECHNOLOGY -EDAL FROM 0RESIDENT 2EAGAN SEE A LOT OF THE ADORATION AND RESPECT HE HAS FROM YOUR AVER
IN BUT *OBS IS REPORTEDLY NEUROTIC ABOUT HIS REPUTATION AS AGE EVERYDAY GEEK THROUGH OUR WORK HERE v SAID 3NAGGY WHO
JUST A hMARKETING GUYv 7OZS ACCOMPLISHMENTS HAVE RECEIVED HELPS RUN THE POPULAR 'EEKCULTURECOM 7EB SITE h(E JUST ABOUT
ROCK SOLID RECOGNITION (E HAS A PLACE IN THE .ATIONAL )NVENTORS ALWAYS WINS ANY POLL HES MENTIONED INv
(ALL OF &AME ALONG WITH -ARCONI AND "ELL
7HILE 7OZ WAS OUT OF THE BUSINESS PAGES FOR MANY YEARS HE
7OZ IS THE BLUE COLLAR HACKER INTERESTED ONLY IN ELECTRONICS NOT WAS A REGULAR FIXTURE ON 3LASHDOTORG A NEWS SITE FOR NERDS
EMPIRE BUILDING (E GAVE AWAY THE BULK OF HIS MILLION 4HE SITE RAN FEATURES ON HIM ALL GENEROUSLY SPRINKLED WITH
FORTUNE TO EARLY !PPLE ENGINEERS WHO WERENT GRANTED STOCK THE WORD hHEROv h) HAD NEVER HEARD A NEGATIVE WORD ABOUT THE
OPTIONS AND HE EVENTUALLY DROPPED OUT OF THE INDUSTRY ALTO GUY v WROTE ONE POSTER h3EEMS UNIQUE IN THIS INDUSTRY ESPE
GETHER TO TEACH HIGH SCHOOL (E SPENT MORE THAN A DECADE AS A CIALLY BECAUSE OF HIS PAIRING WITH 3TEVE *OBS 7E HAVE HERE
VOLUNTEER TEACHER AT A LOCAL SCHOOL THE NICEST MAN IN 3ILICON 6ALLEY )F YOU HAVE A STORY ABOUT
HIM PUNCHING A BUSBOY STIFFING A CONTRACTOR OR MAKING A CHILD
7OZS HEROES ARE HIS OLD HIGH SCHOOL TEACHERS AND HIS DAD AN CRY) DONT WANT TO HEAR ) WOULDNT BELIEVE IT 9OURE ONLY AS
ENGINEER (E OFTEN MAKES GENEROUS DONATIONS OF EQUIPMENT TO RICH AS YOU ARE RICH AT HEARTv
LOCAL SCHOOLS 7OZ WANTED TO GIVE THE FIRST !PPLE ) HAND BUILT
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/ 4HE IDEA FOR THE CAMPAIGN CAME TO &OSTER AN INFORMATION
SYSTEMS PROFESSOR AT !RIZONA 3TATE 5NIVERSITY AFTER WATCHING
! GRASSROOTS CAMPAIGN TO PERSUADE !PPLES #%/ 3TEVE *OBS TO 0RESIDENT "USHS PERFORMANCE DURING HIS FIRST TWO YEARS IN
RUN FOR 0RESIDENT OF THE 5NITED 3TATES WAS LAUNCHED ON THE 7EB OFFICE h(ES AN IDIOT v &OSTER SAID "Y CONTRAST &OSTER SAID *OBS
IN EARLY BUT IT WAS OVER ALMOST AS SOON AS IT BEGAN )F SUC
WOULD MAKE AN EXCELLENT PRESIDENT h(E HAS SHOWN OVER AND
CESSFUL THE CAMPAIGN WOULD HAVE DRAFTED *OBS AS A $EMOCRATIC OVER AN ABILITY TO LEAD v &OSTER SAID h(ES BRILLIANTv
0ARTY CANDIDATE IN 4HE 3TEVE *OBS FOR 53 0RESIDENT
CAMPAIGN DIDNT FAIL BECAUSE OF A LACK OF INTEREST )N FACT SO !S WELL AS BEING A NATURAL LEADER *OBS HAS A GREAT COMMAND OF
MANY PEOPLE RUSHED TO THE CAMPAIGN 7EB SITE IT MELTED DOWN GLOBAL ISSUES AND DOMESTIC POLITICS &OSTER SAID (E SAID HE MET
MINUTES AFTER IT WAS PUT UP h7E HAD HITS IN MINUTES v *OBS IN THE LATE S AND WAS IMPRESSED WITH HIS KNOWLEDGE
SAID 7ILLIAM &OSTER WHO DREAMED UP THE IDEA h)T BROUGHT THE OF #ONGRESS &OSTER HAS BEEN A BIG FAN SINCE
SERVER DOWN )T WAS ONLY UP FOR MINUTESv (OWEVER IN THAT
TIME &OSTER SAID HE RECEIVED NUMEROUS EMAILS OF SUPPORT AND *OBS CERTAINLY HAS HIS FANS BUT NOT EVERYONE AGREES HES UP TO
ENCOURAGEMENT AND A COUPLE OF DOZEN DONATIONS OF CASHHE THE JOB !LAN $EUTSCHMAN@S UNAUTHORIZED BIOGRAPHY SAID THE
WOULDNT REVEAL HOW MUCH BUT THEY WERE ALL UNDER !PPLE #%/ IS TOO ABRASIVE h(E HAS THE CHARISMA AND THE WILL TO
POWER BUT NOT THE DIPLOMATIC SKILLS NEEDED TO GOVERN EFFECTIVELY
4HE OTHER BIG PROBLEM WAS THAT *OBS WASNT INTERESTED 4HANKS IN A DEMOCRACY v $EUTSCHMAN SAID IN AN EMAIL h(ED PROBABLY
TO THE RESPONSE &OSTER CONSIDERED RELAUNCHING THE SITE (E TELL A NUMBER OF IMPORTANT SENATORS THAT THEY WERE BOZOS )
DECIDED AGAINST IT AFTER PHONING *OBS OFFICE *OBS PERSONAL THINK 3TEVES BETTER OFF AS A CORPORATE #%/ A POSITION MORE AKIN
ASSISTANT TOLD HIM *OBS HAD SEEN THE SITE BUT WAS TOO COMMIT
TO BENEVOLENT DICTATOR THAN TO PRESIDENTv
TED TO HIS FAMILY TO RUN A GRUELING POLITICAL CAMPAIGN h(E WAS
FLATTERED v &OSTER SAID hBUT IT WAS A JOB HE WASNT INTERESTED IN &OSTER ALSO SAID *OBS MAY HAVE TOO MANY SKELETONS IN HIS
HAVING (E WANTED TO CONCENTRATE ON HIS FAMILY AND HIS TWO CLOSET TO SURVIVE A CUTTHROAT CAMPAIGN !S A YOUNG MAN *OBS
COMPANIESv FATHERED AN ILLEGITIMATE DAUGHTER AND REPORTEDLY DABBLED
IN PSYCHEDELICS h.O PRESIDENT HAS EVER ADMITTED TO TAKING
*OBS WHO HEADS UP !PPLE AND 0IXAR AN ANIMATION STUDIO PSYCHEDELICS v &OSTER SAID !S OPPOSED OF COURSE TO COCAINE
IS A LONGTIME SUPPORTER OF THE $EMOCRATIC 0ARTY *OBS HAD MARIJUANA BOOZE AND A HOST OF OTHER SUBSTANCES
"ILL #LINTON OVER FOR DINNER IN AT HIS HOUSE IN 0ALO !LTO
#ALIFORNIA AND #LINTON RETURNED THE FAVOR *OBS STAYED A NIGHT &OSTER SAID THAT BECAUSE HIS SHORT
LIVED h*OBS FOR 53 0RESIDENTv
IN THE 7HITE (OUSES ,INCOLN BEDROOM A PRIVILEGE GRANTED TO CAMPAIGN FIZZLED HE PLANNED TO SWITCH HIS SUPPORT TO 3ENATOR
BIG PARTY DONORS *OBS AND HIS WIFE ,AURENE HAVE CONTRIBUTED *OHN %DWARDS $
.#
AT LEAST TO THE $EMOCRATS SINCE ACCORDING TO
RECORDS AVAILABLE THROUGH THE #ENTER OF 2ESPONSIVE 0OLITICS -OST OF THE TRAFFIC THAT BROUGHT DOWN THE *OBS FOR 0RESIDENT
A NONPARTISAN WATCHDOG ORGANIZATION BASED IN 7ASHINGTON 7EB SITE CAME FROM 3LASHDOT A POPULAR TECHNOLOGY 7EB SITE
$# 4HE COUPLE HASN@T MADE ANY DONATIONS WHATSOEVER TO WHICH &OSTER USED TO PUBLICIZE HIS FRESHLY POSTED SITE 3LASHDOT
THE 2EPUBLICANS ACCORDING TO THE CENTER h4HEYRE HEAVILY READERS MADE SOME GOOD JOKES ABOUT A 3TEVE *OBS PRESIDENCY
$EMOCRATIC v SAID RESEARCHER $OUGLAS 7EBER h4HEYVE MADE /NE SUGGESTED HE INVADE )RAQ AND RENAME IT I2AQ !NOTHER SUG
QUITE A HIGH NUMBER OF CONTRIBUTIONS )TS A FAIR AMOUNT BUT IT GESTED *OBS WOULD BE BARRED FROM EXECUTIVE OFFICE BECAUSE OF
DOESNT PUT THEM UP THERE IN THE TOP CONTRIBUTORSv THE SEPARATION OF CHURCH AND STATE !S A DEITY *OBS WOULDNT BE
ALLOWED TO HOLD THE NATIONS HIGHEST PUBLIC OFFICE
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GF= G> L@= LGH <J9O=JK 1@=F @= ;GE=K :9;C
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)N REAL LIFE "ILL 'ATES SCREWED 3TEVE *OBS AND EVERYONE ELSE @GD<AF? 9 :GLLD= G> @9F< DGLAGF "= @GGCK @AK
IN THE COMPUTER INDUSTRY "UT IN SLASH FICTION ITS 3TEVE *OBS @9F< GF L@= O9AKL:9F< G> EQ ;@AFGK 9F< :JA=>K
WHO GETS TO SCREW "ILL 'ATESLITERALLY )N SIX SHORT FICTIONAL KDA<AF? L@=E :GL@ <GOF 9L GF;= "= JMFK @AK
STORIES WRITTEN UNDER THE PEN NAME *EZEBEL 3LADE THE LONG @9F< MH EQ :9;C 9F< D=9FK <GOF LG O@AKH=J
AND ORNERY BUSINESS RELATIONSHIP BETWEEN *OBS AND 'ATES IS 8 ADD
9J= QGM 9 NAJ?AFf
CONTRASTED WITH THEIR SECRET LOVE AFFAIR WHICH IS SPELLED OUT IN
PORNOGRAPHIC DETAIL [3=K f 3ORT OF
3LASH IS HOMOEROTIC FAN FICTION THAT IS USUALLY WRITTEN BY WOMEN [#DD := ?=FLD= f
FOR WOMEN 4HE STORIES DETAIL EROTIC ENCOUNTERS BETWEEN POP
CULTURE FIGURES 5SUALLY THE WORKS FEATURE LEAD CHARACTERS FROM 4HE SEX CEMENTS THE RELATIONSHIP BETWEEN 'ATES AND *OBS !PPLE
POPULAR MOVIES OR 46 SERIES 3POCK AND +IRK FROM 3TAR 4REK AND -ICROSOFT [1=J= ;GEH9LA:D=
f THE FICTIONAL 'ATES TELLS
,UKE AND (AN FROM 3TAR 7ARS -ULDER AND +RYCEK FROM 4HE 8
THE FICTIONAL *OBS "UT THE SEX SIMPLY LURES *OBS INTO A FALSE
&ILES AND "ERT AND %RNIE FROM 3ESAME 3TREET SENSE OF SECURITY WHICH OF COURSE IS EXPLOITED BY 'ATES
4HE TERM hSLASHv COMES FROM THE PUNCTUATION MARK DENOTING 4HE REMAINING STORIES FOCUS ON THE DETERIORATING BUSINESS RELA
PAIRED LOVERS AS IN 3TARSKY(UTCH 3LASH FICTION AROSE IN THE TIONSHIP BETWEEN THE TWO *OBS ACCUSES 'ATES OF RIPPING OFF
S AMONG STRAIGHT FEMALE 3TAR 4REK FANS WHO WANTED TO RENDER THE -ACINTOSH GRAPHICAL OPERATING SYSTEM FOR 7INDOWS AND
THE GAY SUBTEXT BETWEEN +IRK AND 3POCK EXPLICIT THROUGH THEIR THE ENDURING AFFAIR 3LADE DEPICTS BUSINESS ROWS PUNCTUATED BY
OWN WRITINGS 3INCE THEN IT HAS FLOURISHED AS A LIVELY LITERARY BOUTS OF HOT GAY SEX !ND WHILE 'ATES DOMINATES THE PROFES
SUBGENRE ON THE .ET 4HERE ARE DOZENS OF SITES ARCHIVING THOU SIONAL RELATIONSHIP *OBS IS THE hTOPv IN THE BEDROOM
SANDS OF STORIES
h4HERES SUCH AN INTENSE DYNAMIC AND HISTORY BETWEEN ;*OBS
!CCORDING TO HER 7EB SITE 3LADES STORIES WERE INSPIRED BY THE AND 'ATES= v SAID 3LADE h4HEY CHANGED THE WORLD TOGETHER !ND
4.4 MOVIE 0IRATES OF 3ILICON 6ALLEY WHICH CHRONICLED THE ) JUST CANT HELP WONDERING HOW IT WOULD HAVE BEEN DIFFERENT IF
EARLY HISTORY OF !PPLE AND -ICROSOFT PERSONIFIED BY *OBS AND THEYD REALLY BEEN @TOGETHER )TS JUST A MATTER OF TAKING THE TEN
'ATES 3LADE IS AT PAINS TO POINT OUT THAT HER FICTION PLAYS OFF THE SION THAT ALREADY EXISTS AND MAKING IT SEXUALv
CHARACTERS IN THE MOVIE NOT THE REAL 'ATES AND *OBS
#OMPARED TO MOST OF THE DULL MATERIAL PUBLISHED ABOUT *OBS
3LADES FIRST STORY IN THE SERIES ) (AVE 7HAT 9OU .EED DETAILS AND 'ATES THESE STORIES ARE A RIP ROARING READ "UT WHILE THE
A hMISSING SCENEv FROM THE MOVIE !LTHOUGH ITS NOT ENTIRELY STORIES ARE CLEARLY PARODY 3LADES CHOICE OF USING REAL PEOPLE
CLEAR FROM THE TEXT THE STORY APPEARS TO TAKE PLACE AFTER *OBS IS CONTROVERSIAL 3LASH PURISTS INSIST ONLY FICTIONAL CHARACTERS
SHOWS 'ATES THE -ACINTOSH FOR THE FIRST TIME 7RITTEN IN FIRST SHOULD POPULATE THE CANON h4HE EXTENSION OF SLASH FROM
PERSON NARRATIVE FROM 'ATES POINT OF VIEW 'ATES TELLS *OBS HE FICTIONAL CHARACTERS TO REAL PEOPLE WOULD BE TROUBLING TO THE
hHAS WHAT HE NEEDSv *OBS THINKS ITS SOFTWARE FOR THE -AC BUT ORIGINAL FANS WHO CONCEIVED OF THE GENRE v SAID (ENRY *ENKINS
QUICKLY FINDS OUT 'ATES IS REFERRING TO SOMETHING ELSE ENTIRELY A PROFESSOR AT -)4 AND AUTHOR OF 4EXTUAL 0OACHERS A BOOK ABOUT
FAN LITERATURE h4HEY MAINTAINED VERY RIGOROUS ETHICAL NORMS
WITHIN THE COMMUNITY AGAINST BASING THE STORIES UPON REAL
PEOPLE AND THEIR ACTUAL SEXUAL LIVESv
*ENKINS SAID AS SLASH MOVED ONTO THE )NTERNET THE GENRES CON
VENTIONS BEGAN TO BE FLOUTED AND THERE WAS A DRAMATIC INCREASE
IN STORIES FEATURING ROCK STARS POLITICIANS AND BUSINESS LEADERS
%XAMPLES INCLUDE PRO WRESTLERS BOY BANDS LIKE
.39.# AND
EVEN THE MEMBERS OF -ETALLICA #ATHERINE 3ALMON A PSYCHOL
OGY PROFESSOR AT 3IMON &RASER 5NIVERSITY AND COAUTHOR OF
7ARRIOR ,OVERS A BOOK EXAMINING SLASH FROM AN EVOLUTIONARY
PSYCHOLOGY PERSPECTIVE SAID THE STORIES WERE ANOMALOUS 4HEY
WERENT TRUE 203 REAL PERSON SLASH BUT STORIES BASED ON REAL
PEOPLE AS PORTRAYED IN A MOVIE
!S FOR THE CHOICE OF CHARACTERS h4HERES OFTEN AN APPEAL TO POW
ERFUL MENMOST SLASH FOCUSES ON THE MALE LEADS OF ACTION
TYPE
46 SHOWSAND CERTAINLY THE RELATIONSHIP BETWEEN THESE TWO
MEN HAS HAD ITS UPS AND DOWNS WHICH TENDS TO LEND ITSELF TO
SLASH THE ANGSTY FACTOR v SHE SAID h"UT ) SEE THESE STORIES AS AN
ODD ABERRATION IN SLASHPART OF THE RECENT YOU
CAN
SLASH
ANY
ONE
IF
YOU
WANT
TO MENTALITY THAT HAS COME WITH THE 7EB 4HEY
MAY HAVE BEEN DONE MORE AS A LARK THAN AS A SERIOUS ATTEMPT TO
EXPLORE THE SEXUAL
ROMANTIC NATURE OF TWO CHARACTERSv
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4HERES A CLEVER HOAX ON THE 7EB PURPORTING TO BE THE SITE OF AN ADVERTISING FIRM
LOOKING FOR PEOPLE TO BECOME HUMAN BILLBOARDS BY GETTING CORPORATE TATTOOS 4HE
SITE IS CALLED 4ADOOS AND IT HAS FOOLED DOZENS OF 7EB SURFERS AND AT LEAST ONE
NEWSPAPER "UT LIKE ALL GOOD HOAXES IT CONTAINS A NUGGET OF TRUTH 4HERE ARE FOR
EXAMPLE DOZENS OF PEOPLE SPORTING TATTOOS OF !PPLE #OMPUTERS CORPORATE LOGO
"UT NONE OF THEM WAS PAID TO DO IT
4HERE ARE ALL KINDS OF PEOPLE WITH !PPLE TATTOOS FROM GRAPHIC DESIGNERS TO LEAD
ING ACADEMICIANS -OST HAVE !PPLES FAMOUS LOGO TATTOOED ON AN ARM A LEG OR
THEIR BACKSIDE
"UT ITS NOT REALLY ABOUT ADVERTISING FOR !PPLE )TS ABOUT HOMAGE h)M A -AC FREAK v
SAID -ARK 4APPERT A GRAPHIC DESIGNER FROM $ENMARK WHO HAS A BLACK !PPLE LOGO
TATTOOED ON HIS LEFT BICEPS h) IDENTIFY STRONGLY WITH !PPLE AND -AC COMPUTERS v
HE SAID h) WORK ON -ACS EVERY DAY AND A LOT OF NIGHTS ) GOT IT DONE TO CONVINCE
MYSELF ) WOULD ALWAYS BE TRUE TO !PPLE NOT FOR RELIGIOUS OR POLITICAL REASONS BUT
TO CONVINCE MYSELF THAT -ACS ARE THE WAY AHEADv
4HERE ARE OF COURSE OTHER CORPORATE BRANDS THAT INSPIRE TATTOOS #OCA #OLA .IKE
AND ,ACOSTE ARE SOME EXAMPLES (OWEVER !PPLE IS ONE OF THE FEW COMPANIES
THAT INSPIRE TATTOOS THROUGH PURE LOVE OF THE PRODUCT 4HERE ARE PERHAPS ONLY TWO
OTHER COMPANIES THAT ENJOY SIMILAR DEVOTION (ARLEY $AVIDSON AND #AMPAGNOLO
5"5µ4.:#655"//".;*4" " AN )TALIAN BICYCLE PARTS COMPANY
(3"1)*$%&4*(/&3'30..*-"/
%0&4/µ53&"--:-*,&5"55004 #65 4HE CLOSEST ANALOGY IS TO FANS OF SPORTS TEAMS MEMBERS OF FRATERNITIES AND OTHER
5)&"11-&-0(0'&-5403*()5 SOCIAL GROUPS SUCH AS THE -ARINES -ANCHESTER 5NITED SOCCER FANS AND GANG
²*5+645'&-5-*,&5)&.045´.&µ MEMBERS !ND JUST AS SPORTS FANS WILL OFTEN GET TEAM HAIRCUTS !PPLE HAIRCUTS ARE
5)*/(50)"7& ³4)&&91-"*/&% ANOTHER FORM OF ADORNMENT PECULIAR TO -AC FANS
²*-*,&$0.165&345)&"11-&
-00,4(00%"/%4&9:"--5)& h3O MANY TATTOOS ARE ABOUT LOVE LOYALTY AND BRAVADO v SAID !MY +RAKOW AUTHOR
$0..&/54*)"7&)&"3%)"7& OF 4HE 4OTAL 4ATTOO "OOK h$ONT -AC USERS FALL INTO ALL THOSE CATEGORIES v +RAKOW
#&&/104*5*7& &7&/'30.-*/69 A -AC FAN SAID NO OTHER BRAND INSPIRES AS MUCH LOYALTY LOVE AND DEVOTION AS
"/%8*/%08464&34³$3&%*5 !PPLE !ND IN THE FACE OF !PPLES SINGLE DIGIT MARKET SHARE -AC FANS HAVE TO HAVE
"//".;*4" hAN AWFUL LOT OF BRAVADO 7E ARE LOUD VOCAL VOCIFEROUS !ND WE WANT THE WORLD TO
KNOW WHERE OUR LOYALTIES AREv
!LTHOUGH NO ONE WITH AN !PPLE TATTOO HAS BEEN REIMBURSED BY THE COMPANY FOR
GETTING PERMANENTLY INKED $OUG (ARDMAN CAME CLOSE (ARDMAN OWNER OF 3ILVER
#REEK A 7EB DESIGN FIRM IN !KRON /HIO ALMOST GOT A FREE 0OWER"OOK LAPTOP FOR
HIS !PPLE LOGO TATTOO (ARDMAN HAD A LARGE RAINBOW
COLORED !PPLE LOGO TATTOOED
ON HIS LEFT ARM IN -ARCH WHILE VISITING A BUDDY AT A -ARINE #ORPS BASE 4HE
TATTOO WAS TAKEN FROM A RAINBOW
HUED !PPLE STICKER WHICH (ARDMAN STILL HAS ON
THE WINDSHIELD OF HIS CAR (ES TRANSFERRED IT TO THREE DIFFERENT VEHICLES
-&'5
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(ARDMAN POSTED A PICTURE OF HIS TATTOO ON THE 7EB AND EVEN
RECOVERY SESSION WHEN HE WAS h) FELT THE NEED TO COMMEM
TUALLY RECEIVED A PHONE CALL FROM THE SECRETARY OF 'IL !MELIO ORATE THE EVENT WITH AN APPROPRIATELY NERD
TOUGH MEMENTO v
WHO WAS THEN !PPLES #%/ h) WAS TOLD THAT )D BE GETTING A NEW $OCTOROW WROTE IN AN EMAIL
0OWER"OOK IN EXCHANGE FOR THE LIFETIME OF ADVERTISING v (ARDMAN
SAID h!BOUT THREE DAYS LATER 3TEVE *OBS CAME HOME ;TO !PPLE $OCTOROWS
PIXEL
SQUARE TATTOO IS BASED ON THE 3AD -AC
AS ACTING #%/= AND THAT WAS THE LAST ) HEARD FROM THEMv SCREEN ICON THAT IS DISPLAYED WHEN OLD ALL
IN
ONE -ACS HAVE
CATASTROPHIC HARDWARE PROBLEMS 4HE 3AD -AC IS A PERVERSION
3TILL HE DOESNT REGRET IT ALTHOUGH FEW IN HIS SOCIAL CIRCLE LIKE OF THE HAPPY SMILING -AC SHOWN WHEN A -AC BOOTS UP )NSTEAD
IT (IS WIFE FOR EXAMPLE hJUST RUBS AT IT HOPING ITLL COME OFF v OF A SMILEY FACE THE 3AD -AC HAS A POUT AND CROSSES FOR EYES
(ARDMAN SAID )TS THE SAME ICON $OCTOROW CONFRONTED ONE DAY IN THE EARLY
NINETIES WHEN HE TRIED TO BOOT UP HIS -AC 3% WITH AN
4ATTOOS OFTEN MARK A RITE OF PASSAGE 0EOPLE GET TATTOOS AFTER AN ACCELERATOR CARD
ENGAGEMENT WEDDING OR DIVORCE TEENAGERS ARE TATTOOED TO
ASSERT THEIR TRANSITION INTO ADULTHOOD AND #ORY $OCTOROW GOT A 4HE DEAD -AC STORED ALL HIS EMAIL FROM SEVERAL YEARS ALL THE
TATTOO AFTER SPENDING AN ENTIRE WEEK SALVAGING A TOASTED -AC FICTION AND NONFICTION HED EVER WRITTEN A LOT OF PAINSTAKINGLY
COLLECTED SOFTWARE A BUNCH OF ""3 NUMBERS AND ALL THE
$OCTOROW THE %LECTRONIC &RONTIER &OUNDATIONS OUTREACH COORDI
(YPER#ARD STACKS HED AUTHORED )N OTHER WORDS hA LOT OF IMPOR
NATOR AND AN EDITOR OF THE "OING "OING 7EBLOG HAS A 3AD -AC TANT STUFF WAS ON THAT BOX AND NOT BACKED UP NATCHv
TATTOOED ON HIS RIGHT BICEP )T WAS INKED AFTER A MARATHON DATA
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$OCTOROW EMBARKED ON A PAINFUL PAINSTAKING ENDEAVOR TO h;4HE PHOTOGRAPHER= CAME RUNNING IN FROM TAKING PHOTOS OF
RECOVER THE DATA h4HIS WAS ABOUT SEVEN DAYS WORTH OF MISERA
SHOW
FLOOR COLOR TO ANNOUNCE THAT HED CONNECTED WITH THIS GUY
BLE ROUND
THE
CLOCK TROG
LABOR LOCKED UP IN MY ROOM WITH PARTS WHO CLAIMED TO HAVE A -AC TATTOO ON HIS ASS v RECALLED -ATTHEW
SCATTERED ALL AROUND ME AND NOTES WITH HEX OFFSETS SCRAWLED ON 2OTHENBERG AN EX
-AC7EEK EDITOR h) BELIEVE IT TOOK A BIT OF
HUNDREDS OF SCRAPS OF PAPER PILED IN THE 3ISYPHEAN STABLE v CAJOLING BUT HE FINALLY GOT HIM TO NIP AROUND BEHIND A CURTAIN
$OCTOROW WROTE h) HARDLY BATHED OR ATE AND SMOKED HUNDREDS AT ONE OF THE BOOTHS AND PULL OUT HIS BUTTOCK v 2OTHENBERG
IF NOT THOUSANDS OF CIGARETTES 7HEN ) EMERGED TRIUMPHANT ADDED h)T WAS ALL VERY FAST AND ANONYMOUS KIND OF LIKE THE
AND EXHAUSTED ) FELT REBORN ) WAS A NEW MAN AND NEEDED +NIFES LOVE LIFEv
TO COMMEMORATE THE EVENTv
2OTHENBERG SAID THE MANS IDENTITY IS A MYSTERY BUT REMEM
$OCTOROW PROCEEDED TO COLLECT A PRINTOUT OF THE 3AD -AC WHICH BERED HE WAS hA KIND OF FURRY RUMPLED MIDDLE
AGED -AC
HE TOOK TO HIS LOCAL TATTOO PARLOR h4OOK ABOUT MINUTES STUNG ENTHUSIASTv 4HE SHOT OBVIOUSLY COULDNT BE USED FOR -AC7EEK
ONLY A LITTLE AND HAS BEEN WITH ME EVER SINCE v HE WROTE 2OTHENBERG SAID BUT MADE FOR A hCHEEKYv INTRO TO THE NEW -AC
THE +NIFE SITE
)N THE LATE S -AC7EEKS NOW
MORIBUND -AC THE +NIFE
&ORUMS WERE A HOTBED FOR -AC FANS WITH !PPLE TATS A NUMBER
OF PICTURES WERE POSTED TO THE GOSSIP COLUMNS ONLINE CHAT
GROUP /NE OF THE FIRST WAS TAKEN BY A -AC7EEK PHOTOGRAPHER
AT -ACWORLD "OSTON IN !UGUST
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Ê///"" +OCH GOT HIS !PPLE TATTOO IN WHILE ON A SUMMER ARCHEO
LOGICAL DIG IN )SRAEL WITH HIS YEAR OLD SON !LEXANDER WHO
3OME UNLIKELY PEOPLE GET !PPLE TATTOOS #HRISTOF +OCH A PRO PESTERED +OCH TO TAKE HIM TO A TATTOO PARLOR +OCH EVENTUALLY
FESSOR OF COMPUTATION AND NEURAL SYSTEMS AT THE RENOWNED RELENTED BUT WHEN THEY GOT THERE HIS SON COULDNT DECIDE WHAT
#ALIFORNIA )NSTITUTE OF 4ECHNOLOGY AND HEAD OF THE +OCH TO GET /N IMPULSE +OCH DECIDED TO GET AN !PPLE TATTOO BUT THE
,ABORATORY HAS A SMALL RAINBOW COLORED !PPLE LOGO TATTOOED TATTOO ARTIST DIDNT KNOW WHAT IT LOOKED LIKE h)F YOU JUST WANT
ON HIS RIGHT ARM h) ALWAYS WANTED A TATTOO AND ) REALLY LOVE THE AN !MERICAN CORPORATE LOGO WE CAN GIVE YOU THE ;-C$ONALDS=
-AC v +OCH SAID h4HERE ARE VERY FEW ARTIFACTS THAT ARE SO PER 'OLDEN !RCHES v +OCH WAS TOLD
FECTLY SUITED TO THEIR ENVIRONMENT THAT BLEND FORM AND FUNCTION
4HE -AC IS LIKE A PERFECTLY DESIGNED ORGANISMv +OCH FOUND A COMPUTER MAGAZINE AT A NEARBY NEWSSTAND AND
IT CONTAINED THE !PPLE LOGO 4HE TATTOO ARTIST hDID A PERFECT JOB
+OCH IS ONE OF THE WORLDS LEADING NEUROSCIENTISTS (E AND IT REALLY LOOKS GOOD v +OCH SAID (IS WIFE DIDNT THINK SO THOUGH
.OBEL 0RIZE WINNER &RANCIS #RICK HAVE TEAMED UP TO SEARCH h3HE DOES NOT LIKE TATTOOS v +OCH SAID h4HATS WHY ) HAD TO GET
FOR THE NEUROLOGICAL SEAT OF CONSCIOUSNESS A PHILOSOPHICALLY IT DONE IN )SRAELv
CONTENTIOUS ENDEAVOR THAT HAS YIELDED SOME SURPRISING RESULTS
! COUPLE OF YEARS AGO +OCH CLAIMED TO HAVE FOUND BRAIN CELLS (IS SON DIDNT LIKE IT EITHER h(E THOUGHT IT LOOKED TOO WHIMSI
DEDICATED TO RECOGNIZING "ILL #LINTON 4HE FINDING SUGGESTS CAL v +OCH SAID h(E WANTED SOMETHING MORE SERIOUS )F YOURE
THE EXISTENCE OF THE HITHERTO ELUSIVE hGRANDMOTHER CELLv A YEARS OLD ITS IMPORTANT TO LOOK SERIOUS AND TOUGH "UT ONCE
NEURON TUNED TO RECOGNIZING YOUR GRANDMOTHER "EFORE +OCHS YOURE YOU DONT NEED THAT IMAGE ANYMOREv
DISCOVERY MOST COGNITIVE SCIENTISTS BELIEVED THAT HIGHER ORDER
FUNCTIONS LIKE RECOGNIZING FACES WERE CONDUCTED BY LARGE +OCH WAS SURPRISED TO LEARN HE IS NOT THE ONLY PERSON WITH AN
COMPLEX NETWORKS OF NEURONS NOT INDIVIDUAL CELLS h4HERE ARE !PPLE TATTOO AND THAT THERE ARE DOZENS OF OTHERS h)TS PRETTY
GRANDMOTHER NEURONS v +OCH SAID hEVEN IF PEOPLE DONT LIKE CRAZY v HE SAID h4HERES A WHOLE COMMUNITY OF US h) BET YOU
THE IDEAv THERES NO PERSON WITH A -ICROSOFT LOGO v HE ADDED
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! FEW YEARS AGO 0ETER #OHEN WAS LAID OFF FROM HIS SYSTEMS ) TAKE A PICTURE OF YOUR BACKSIDE v #OHEN WAS MOMENTARILY
ADMINISTRATOR JOB 7ITH TIME ON HIS HANDS HE VOLUNTEERED TO PUZZLED h-AY ) TAKE A PICTURE OF YOUR REAR PARTS v THE 'ERMAN
COVER THE % GAMING CONVENTION IN ,OS !NGELES FOR -AC#ENTRAL ELABORATED 4HE FOLLOWING YEAR THEY RAN INTO EACH OTHER AGAIN
A -ACINTOSH NEWS SITE ! -AC AFICIONADO AND GAMING FAN 4HE 'ERMAN SIMPLY SAID h"ACKSIDE v
#OHEN WAS SO PSYCHED TO BE AT THE SHOW HE WANTED A WAY TO
COMMEMORATE IT #OHEN NOW A SENIOR EDITOR AT -AC#ENTRAL IS USED TO A VARIETY
OF REACTIONS h3OMETIMES A 0# USER WILL PICK A FIGHT v SAID
!ND SO BEGAN A TRADITION 4HREE TIMES A YEAR FOR THE LAST FOUR #OHEN WHO IS A BIG SOMEWHAT FIERCE
LOOKING GUY h0EOPLE
YEARS #OHEN HAS HAD HIS HAIR STYLED INTO AN !PPLE LOGO FOR HAVE TRIED TO MAKE IT HEATED BUT ITS NOT SOMETHING ) GET INTO
% AND THE BIANNUAL -ACWORLD SHOWS IN .EW 9ORK AND 3AN AN ARGUMENT ABOUTv
&RANCISCO h)TS WHAT )M KNOWN FOR v #OHEN SAID FROM HIS HOME
IN #APE #OD -ASSACHUSETTS h) JUST SHOW MY LOYALTY TO !PPLE (OWEVER HE FAILED TO GET !PPLE #%/ 3TEVE *OBS ATTENTION AT
IN A DIFFERENT WAY THAN MOST PEOPLE DO )TS FUN BEING A CELEBRITY THE OPENING OF THE !PPLE STORE IN -ANHATTAN h) WAS PRACTICALLY
FOR A LITTLE WHILE AS FREAKISH AS IT MAY BEv DOING BACK FLIPS v #OHEN SAID "UT 0HIL 3CHILLER HEAD OF !PPLES
MARKETING NOTICED h4HATS PRETTY HARD
CORE v HE TOLD #OHEN h)
#OHEN USUALLY SHAVES HIS HEAD BUT FOR THE CONFERENCES HE WOULD NEVER DO ANYTHING LIKE THATv
GROWS HIS HAIR AND HAS IT STYLED INTO A LARGE EYE
CATCHING AD FOR
!PPLE h) START GROWING MY HAIR OUT FOUR TO SIX WEEKS BEFORE THE .OW THAT HES COMFORTABLE WITH THE HAIRCUTS #OHEN IS PLAN
SHOW TO GIVE THE ARTIST A PALETTE TO WORK WITH v HE SAID !S WELL NING THE NEXT STEP A PAIR OF TATTOOS h4HE FIRST WILL BE MY WIFES
AS THE !PPLE LOGO HES ALSO HAD LARGE COLORFUL h8v HAIRCUTS NAME v #OHEN SAID h4HE SECOND WILL BE !PPLE 4HESE ARE MY
CELEBRATING !PPLES -AC /3 8 OPERATING SYSTEM TWO LOVESv
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--" 4HE COLUMN WHICH BEGAN ON AN IRREGULAR BASIS HAS BECOME
A DAILY FIXTURE AND IS ONE OF THE SITES BIGGEST DRAWS SAID
$ID YOU KNOW "ILL 'ATES USES A -ACINTOSH 3O DO "ILL #LINTON -AC#ENTRAL PUBLISHER 3TAN &LACK h)TS BECOME ONE OF THE MOST
"ORIS 9ELTSIN 3YLVESTER 3TALLONE AND -ARTHA 3TEWART 4HE LATE POPULAR THINGS WE DO v &LACK SAID hWHICH IS QUITE STRANGEv &LACK
0RINCESS $IANA AND +ING (USSEIN OF *ORDAN WERE -AC USERS ATTRIBUTED THE COLUMNS POPULARITY TO A COMBINATION OF FANATI
TOO !ND DID YOU NOTICE THE DISTINCTIVE -ACINTOSH SYSTEM CISM AN UNDERDOG MENTALITY AND THE FACT THAT PEOPLE LIKE TO
BEEP IN 4RUE ,IES /R THAT *EAN
#LAUDE 6AN $AMME USED A READ ABOUT CELEBRITIES NO MATTER WHAT THE TOPIC h5NDERDOGS
0OWER"OOK AS AN OFFENSIVE WEAPON IN +NOCK /FF 7ELL LIKE IT WHEN A SUPERSTAR OR A CELEBRITY USES THE SAME SYSTEM
LEGIONS OF -ACSPOTTERS REMARK SUCH THINGS 4HEYRE COMPILING THEY DO .INE OUT OF PEOPLE DONT USE A -AC 4HEY NEED
LONG LISTS OF ALL THE CELEBRITIES WORLD LEADERS CAPTAINS OF INDUS
SOME COMFORT v HE SAID h)F WE DID A COLUMN ABOUT STARS THAT ATE
TRY ATHLETES AND MUSICIANS WHO USE -ACS PEANUTS PEOPLE WOULD READ THAT TOOv
,IKE AN ORNITHOLOGIST SPENDING HOURS IN A BOG TO SPOT A RARE $ENNIS 3ELLERS THE COLUMNS AUTHOR SAID HE GETS AT LEAST
BIRD SOME -AC FANS WILL SIT GLUED TO THE 46 FOR A GLIMPSE OF EMAILS A WEEK ON THE TOPIC (E GETS THE MOST WHEN -ACS
SOME !PPLE HARDWARE -AC FANS NOTE EVERY APPEARANCE OF SHOW UP ON 46 ESPECIALLY DURING 4HE 8
&ILES OR &ELICITY h) GET
A -AC IN A MOVIE OR 46 SHOW AS WELL AS EVERY MENTION OF A INUNDATED WITH EMAILS SAYING A 0OWER"OOK POPPED UP FOR TWO
-AC IN MAGAZINES AND NEWSPAPERS ON THE RADIO AND ON POP SECONDS ON 3UNDAY NIGHT v HE SAID
ALBUMSEVEN IN CARTOON STRIPS 4HE PHENOMENON FEEDS A
REGULAR COLUMN ON -AC#ENTRAL A -ACINTOSH NEWS SITE "ASED 3ELLERS COLUMN POINTED TO "ILL 'ATES AS A -AC USER ! READER
ON A STEADY STREAM OF READER TIPS THE &AMOUS 0EOPLE COLUMN hHAPPILY NOTEDv AN AGING -AC IN THE BACKGROUND OF A PHO
FEATURES CELEBRITY -AC USERS AND -AC APPEARANCES IN MOVIES TOGRAPH OF -ICROSOFTS 3TEVE "ALLMER AND "ILL 'ATES WHILE
46 SHOWS AND MYRIAD OTHER MEDIA STUDYING 3TEPHEN 3EGALLERS BOOK .ERDS ! "RIEF (ISTORY
OF THE )NTERNET h.O WONDER "ILL IS SO RICH v THE READER WROTE
(AVING BECOME POPULAR ON -AC#ENTRAL -ACSPOTTING HAS NOW h(E USES A -ACv
SPREAD TO NUMEROUS -AC SITES 0ERHAPS THE MOST COMPRE
HENSIVE DATABASE OF -ACS IN MOVIES AND ON 46 IS THE &RENCH ,ISTS OF CELEBRITY -AC USERS CAN ALSO BE FOUND AT THE !PPLE
-AC3TUDIOS SITE HTTPWWWCRUNIACCOMINDEXPHP -USEUM HTTPWWWTHEAPPLEMUSEUMCOM AND THE #ELEBRITY
-ACINTOSH 0AGE HTTPWWWOWTCOMUSERSSDECHTERCELEBHTML
)TS TAKING ON SHADES OF AN OBSESSION THE FOLLOWING COMES FROM WHERE THE NUMBER OF STARS AUTHORS PRODUCERS MUSICIANS THE
A RECENT &AMOUS 0EOPLE COLUMN h$URING AN EPISODE OF 4HE ATER TYPES ATHLETES POLITICIANS AND CORPORATE BIGWIGS WHO USE
8
&ILES v THE COLUMN NOTED hIF YOU LOOK CLOSE YOU CAN BRIEFLY OR HAVE USED A -AC RUNS INTO THE HUNDREDS
SEE THE LEFT CORNER OF A LAPTOP THE CURVE OF THE DISPLAY CASE
LOOKED LIKE A ' 3ERIES 0OWER"OOK TO MEv 0ROBABLY THE MOST OBSCURE IS 3IR 2OGER "ANISTER THE FIRST MAN
TO RUN A FOUR
MINUTE MILE BUT THE LISTS ALSO INCLUDE ACTORS
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3LY 3TALLONE 'ARY /LDMAN $OLLY 0ARTON AND 'OLDIE (AWN REASONS WHY #HIEF AMONG THEM ARE !PPLES VIGOROUS PRODUCT
0RESIDENT #LINTON AND 6ICE 0RESIDENT !L 'ORE CYBERPUNK WRIT
PLACEMENT EFFORTS
ERS 7ILLIAM 'IBSON "RUCE 3TERLING AND .EAL 3TEPHENSON AND
' 'ORDON ,IDDY JAILBIRD
CUM
COLUMNIST 'ATES IS MENTIONED AS )N A FLEETING GLIMPSE OF SOME 2EESES 0IECES IN 3PIELBERGS
IS "ILL ,OWE THE FORMER HEAD OF )"-S 0# $EVELOPMENT 4EAM 3O %4 SENT SALES OF THE CANDY THROUGH THE ROOF 3INCE THEN GETTING
TOO IS 3EYMOUR #RAY SUPERCOMPUTER DESIGNER -ARTHA 3TEWART PRODUCTS INTO MOVIES HAS BECOME A MAJOR FOCUS FOR COMPANIES
-ALCOLM &ORBES *R AND $ISNEYS #%/ -ICHAEL %ISNER LIKE !PPLE !CCORDING TO !PPLES 7EB SITE -ACS HAVE BEEN
FEATURED IN MORE THAN MOVIES AND 46 SHOWS SINCE THE
4HE !PPLE -USEUM ALSO HOUSES A LONG LIST OF !PPLE SIGHTINGS IN EARLY S -OST OF THE MACHINES ARE SIMPLY LOANED TO THE
MOVIES DATING BACK TO %VEN THE BRIEFEST GLIMPSE WARRANTS PRODUCERS &OR THE COST OF SHIPPING A COMPUTER TO (OLLYWOOD
A MENTION -ACS SEEM TO BE GETTING MORE AND MORE POPULAR THE HARDWARE CAN BE SEEN IN MOVIE THEATERS ALL OVER THE WORLD
/NLY TWO MOVIES FEATURED AN !PPLE MACHINE 7AR'AMES /CCASIONALLY MOVIE MAKERS WILL BUY THE MACHINE AFTER THE FILM
AND 4RADING 0LACES "UT IN -ACS WERE SPOTTED IN MOV
HAS WRAPPED SO !PPLE GETS A SALE OUT OF IT TOO
IES INCLUDING 4HE &ACULTY 'ODZILLA AND 9OUVE 'OT -AIL
)N THE MOVIES WAS THE HIGH POINT OF !PPLES PRODUCT
3OMETIMES A -AC IS NOT SEEN JUST HEARD 4HE LIST NOTES THE DIS
PLACEMENT EFFORTS 5NDER THE GUIDANCE OF MARKETING WHIZ 3ATJIV
TINCTIVE BOOTING BLIPS AND BEEPS OF -ACS ON MOVIE SOUNDTRACKS #HAHIL -ACS HAD STARRING ROLES IN )NDEPENDENCE $AY -ISSION
SUCH AS 4RUE ,IES )MPOSSIBLE AND 2ANSOM THE FIRST THIRD AND FIFTH HIGHEST
GROSS
ING MOVIES OF THAT YEAR h"Y PUTTING ONE 0OWER"OOK IN A MOVIE
4HE -AC ALSO SEEMS TO BE A 46 STAPLE APPEARING REGULARLY ON LIKE -ISSION )MPOSSIBLE YOU GET YOUR PRODUCT SHOWN IN EVERY
3PIN #ITY -ELROSE 0LACE 6ERONICAS #LOSET AND MANY OTHER COUNTRY IN THE WORLD v !PPLES PRODUCT
PLACEMENT MANAGER
SHOWS ACCORDING TO THE LISTS 7HO FOR EXAMPLE FAILED TO NOTICE 3UZANNE &ORLENZA TOLD !PPLES 7EB SITE h9OU LOOK AT THAT AND
ON 3EINFELD THE TH !NNIVERSARY -AC THE 0OWER-AC THE SAY WOW OUR PRODUCT HAS BEEN SEEN BY THIS MANY PEOPLE FOR
-AC 3% THE $UO$OCK THE !PPLE KEYBOARD AND THE -ULTIPLE THE COST OF LOANING THE PRODUCTv
3CAN MONITOR !ND SURELY YOU SPOTTED THE -AC7AREHOUSE MAIL
ORDER CATALOG 3OMEONE DID !PPLE ALSO SCORED A BIG HIT WITH &ORREST 'UMP 4HE FILMS PRO
DUCERS USED !PPLES CORPORATE LOGO FOR A SCENE IN WHICH 'UMP
DISCOVERS HES A MILLIONAIRE AFTER INVESTING IN WHAT HE THOUGHT
**
Ê*," 1
/Ê*
/ WAS A FRUIT COMPANY !PPLE ESTIMATED THAT NEARLY MILLION
PEOPLE WORLDWIDE SAW THE FREE ENDORSEMENT
4HE NUMBER OF -ACS SHOWN IN MOVIES AND 46 IS WAY OUT OF
PROPORTION TO THE NUMBER USED IN REAL LIFE "Y (OLLYWOOD -ACS ARE ESPECIALLY POPULAR ON TELEVISION 3HOWS LIKE 3EX AND
STANDARDS EVERYONE USES AN I-AC OR AN I"OOK INSTEAD OF OCCA
THE #ITY $HARMA AND 'REG &ELICITY 4HE 8
&ILES 4HE $REW
SIONALLY WHICH IS THE UNFORTUNATE REALITY 4HERE ARE A NUMBER OF #AREY 3HOW 3PIN #ITY "EVERLY (ILLS .ORTHERN %XPOSURE
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.90$ "LUE (OME )MPROVEMENT -ELROSE 0LACE AND 3EINFELD WERE TRAITORS IN THEIR MIDST BUT NO ONE KNEW WHO THEY WERE .O
HAVE ALL PROMINENTLY FEATURED -ACS h4HE !PPLE BRAND MAKES A ONE THAT IS EXCEPT $EAN "ROWELL A 7EB DESIGNER FOR A SMALL
STATEMENT ABOUT THE CHARACTER IN THE MOVIE v &ORLENZA SAID COLLEGE IN 6IRGINIA
"UT ANOTHER BIG REASON -ACS ARE FEATURED SO PROMINENTLY IN THE "ROWELL IS AN AVID -ACSPOTTER (E KEEPS HIS EYES PEELED FOR
ENTERTAINMENT INDUSTRY IS BECAUSE THEY ARE USED SO WIDELY IN GLIMPSES OF -ACS ON 46 AND IN THE MOVIES AND SOMETIMES
THAT INDUSTRY 0LUS OF COURSE MANY DIRECTORS PROP MANAGERS SENDS NOTES ABOUT SIGHTINGS TO 7EB PUBLICATIONS -AC#ENTRAL
AND SET DESIGNERS APPRECIATE !PPLES UNIQUE AESTHETIC h7ERE AND -AC /BSERVER 7ATCHING WITH HIS WIFE "ROWELL QUICKLY
LUCKY THAT !PPLE IS SO ENTRENCHED IN THE ENTERTAINMENT INDUSTRY v NOTICED THAT ALL THE GOOD GUYS USE -ACS WHILE THE ANTAGONISTS
&ORLENZA SAID h)TS SOMETIMES AS EASY AS THE DIRECTOR SAYING @)T USE 0#S h) MADE AN OFF
THE
CUFF REMARK TO MY WIFE v "ROWELL
HAS TO BE A -AC AND WE CANT USE ANYTHING ELSE 4HAT HAPPENS SAID h)T WAS OBVIOUS FROM THE FIRST EPISODE THAT THE ASSASSINS
A LOTv USE 0#S BUT +IEFER 3UTHERLAND AND HIS GANG ALL USE -ACSv
"AUER USES AN !PPLE #UBE AND A TITANIUM 0OWER"OOK -OST OF
" 97"" \Ê"" Ê19-Ê1-
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- HIS FELLOW AGENTS USE 0OWER"OOKS I"OOKS OR 0OWER -ACS WITH
FLAT SCREENS 4HE BADDIES A GROUP OF RENEGADE 3ERBS USE $ELL
(OLLYWOOD USES A HANDFUL OF CLICHÏS TO DENOTE VILLAINY 4HE BAD MACHINES (OWEVER AFTER A FEW EPISODES "ROWELL NOTICED THAT
GUYS ARE .AZIS 3OVIETS OR !RABS 4HEY WEAR BLACK CLOTHING OR ONE OF THE #)! AGENTS THE TRUSTWORTHY *AMEY &ARRELL +ARINA
HAVE STUBBLY CHINS .OW THERES A NEW ONE 4HE BADDIES USE !RROYAVE USES A $ELL 0#
7INDOWS 0#S
h) THOUGHT MY THEORY HAD BEEN BLOWN v HE SAID h-Y WIFE WAS
)N &OXS HIT 46 SHOW STARRING +IEFER 3UTHERLAND THE VIL
QUITE ENTERTAINED WHEN MY THEORY WAS SHOT DOWNv "UT &ARRELL
LAINS USED 0#S RUNNING -ICROSOFT 7INDOWS 4HE GOOD GUYS OF WAS SUBSEQUENTLY EXPOSED AS A TRAITOR AND COMMITTED SUICIDE
COURSE USED -ACS 4HE SHOW WAS A BLOCKBUSTER HIT FOR &OX AND BOLSTERING "ROWELLS THEORY h3HE WAS SUPPOSED TO BE THE ONE
EARNED STAR +IEFER 3UTHERLAND A 'OLDEN 'LOBE AWARD EVERYONE TRUSTED v HE SAID
4HE SHOW WHICH DEBUTED IN .OVEMBER TRACED HOURS IN ! CHARACTER WIDELY SUSPECTED OF BEING A TRAITOR4ONY !LMEIDA
THE HECTIC LIFE OF COUNTER TERRORISM AGENT *ACK "AUER 3UTHERLAND #ARLOS "ERNARD USED A -AC WHICH CONVINCED "ROWELL THAT
WHO STRUGGLED TO RESCUE HIS KIDNAPPED WIFE AND DAUGHTER WHILE HIS CHARACTERIZATION WAS A RED HERRING !ND ONE OF "AUERS MOST
SIMULTANEOUSLY FOILING AN ASSASSINATION PLOT %ACH HOUR LONG TRUSTED COLLEAGUES .INA -YERS 3ARAH #LARKE USED A $ELL LAP
EPISODE UNFOLDED IN REAL TIME TOP 3HE WAS ULTIMATELY EXPOSED AS THE MAIN TRAITOR h)T IS REALLY
ODD v "ROWELL SAID h)T ALMOST SEEMS LIKE A VISUAL CLUE THAT WAS
4HE ACTION WAS FULL OF PLOT TWISTS #ENTRAL TO THE DRAMA WAS THERE FROM THE BEGINNING )T WOULD BE A REALLY BIG COINCIDENCE
FIGURING OUT THE IDENTITY OF THE MOLES IN "AUERS GROUP THERE IF THEY DIDNT PUT THAT IN THERE INTENTIONALLYv
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'ARRETT "EAUVAIS A MARKETING EXECUTIVE AT !DVANCED -ICRO #HARLES #OLOMBO NOTED THAT IN 9OUVE 'OT -AIL -EG 2YANS CUD
$EVICES WHICH MAKES CHIPS FOR 0#S SUGGESTED THAT !PPLES DLY DOWN TO EARTH CORNER BOOKSTORE CHARACTER USES A -AC WHILE
FAMOUSLY VIGOROUS PRODUCT PLACEMENT EFFORTS ARE THE SOURCE OF 4OM (ANKS PREDATORY CORPORATE MEGA BOOKSTORE CHAIN OWNER
THE PLOT DEVICE h!PPLE #OMPUTER OUTSPENDS ALL OTHER 0# COM USES AN )"- 4HINK0AD 4HE TWO COMPANIES BID TO HAVE THEIR
PANIES IN PRODUCT PLACEMENT AND IS PERHAPS MORE ACTIVE IN THE MACHINES USED IN THE MOVIE !PPLE CAME OUT BEST IT SEEMS
AREA THAN ANY OTHER TECHNOLOGY COMPANY OUTSIDE OF -ICROSOFT v
"EAUVAIS WROTE 3ARA 4RIPP NOTICED THE SAME THING IN ,EGALLY "LONDETHE
FREE SPIRIT HEROINE 2EESE 7ITHERSPOON USES AN !PPLE LAPTOP
.ATURALLY THE PRODUCERS OF POOH POOHED THE IDEA OF ANY WHILE EVERYONE ELSE AT (ARVARD ,AW WHO ARE PORTRAYED AS A
CONNECTION BETWEEN COMPUTING PLATFORM AND MORAL FIBER h6ERY BUNCH OF STIFFS OWN 0# NOTEBOOKS h4HERE IS A GREAT SCENE
CLEVER OF YOU TO FIGURE THIS OUT v SAID WRITER -ICHAEL ,OCEFF IN WHERE ;7ITHERSPOON= IS PICTURED SITTING IN A LECTURE HALL WITH
AN EMAIL h"UT YOUR POWERS OF OBSERVATION COULD HAVE CARRIED HER ORANGE COLORED I"OOK AMONG A SEA OF BLACK LAPTOPS v WROTE
YOU A LITTLE FURTHER &OR INSTANCE THE BAD GUYS USE .OKIA AND 4RIPP IN AN EMAIL h/NCE AGAIN THE GOOD PERSON IS SEEN OWN
THE GOOD GUYS %RICSSON 4HE GOOD GUYS PLAY CHESS AND THE BAD ING A -ACv
GUYS PLAY 'O 4HE GOOD GUYS EAT POPCORN AND RECONSTITUTED SOY
PROTEIN AND THE BAD GUYS EAT RED MEAT 4HE GOOD GUYS ARE ON )N ("/S 3EX AND THE #ITY 3ARAH *ESSICA 0ARKER PLAYS A SYM
THE QUARTER SYSTEM AND THE BAD GUYS ON SEMESTERS (OWEVER PATHETIC WRITER WHO USES AN I"OOK (ER MANIPULATIVE BOYFRIEND
BOTH THE GOOD GUYS AND THE BAD GUYS READ 7IRED ;.EWS=v -R "IG USES A 0#
$ESPITE ,OCEFFS SARCASTIC DENIAL OBSERVANT POP CULTURISTS HAVE 4HERE ARE OF COURSE EXCEPTIONS )N THE MOVIE -OST
NOTICED THE GOOD
GUYSBAD
GUYS PLATFORM DICHOTOMY IN A NUM
7ANTED *ON 6OIGHT LEADS A TEAM OF ASSASSINS WHO USE
BER OF OTHER MOVIES )N THE FILM -ISSION )MPOSSIBLE 4OM #RUISE 0OWER"OOK $UOS TO PLOT THEIR EVIL SCHEMES )N *URASSIC 0ARK THE
PLAYS A GOVERNMENT AGENT FRANTICALLY TRYING TO FOIL A FIENDISH MONEY
GRUBBING BAD GUY USES A -AC TO SABOTAGE THE PARK AND
PLOT 4HE BAD GUYS USE 7INDOWS NOTEBOOKS WHILE #RUISE AND UNLEASH THE DINOSAURS !ND AT THE END OF 5NBREAKABLE 3AMUEL
FRIENDS USE !PPLE 0OWER"OOKS , *ACKSONS CHARACTER IS REVEALED TO BE NOT ONLY BAD BUT A -AC
USER TO BOOT
Ê
6
-
/
Ê
6
-/ CUSTOMERS ABOUT BUYING A -AC -ANY SUBSCRIBERS SPENT THEIR
WEEKENDS AS UNPAID SALESPEOPLE AT #OMP53! STEERING CUS
)N THE MID
TO LATE S !PPLE MIGHT HAVE GONE OUT OF BUSI
TOMERS TO THE -AC SECTION
NESS IF IT HADNT BEEN FOR A CRUSADING ARMY OF EVANGELISTS LED
BY A CHARISMATIC MARKETING EXECUTIVE 4HE EXECUTIVE'UY "UT THE LIST WAS MOST FAMOUS FOR MARSHALLING A FORMIDABLE
+AWASAKIWAS AN EARLY PROPONENT OF WHAT HAS COME TO BE FORCE OF -AC FANATICS WHEN IT APPEARED THAT THE PLATFORM
KNOWN AS hEVANGELIST MARKETINGvTURNING YOUR CUSTOMERS INTO NEEDED DEFENDING IN THE PRESS +AWASAKI URGED SUBSCRIBERS
MESSIANIC PROPONENTS +AWASAKIS PRIMARY TOOL WAS A POPULAR TO hEDUCATEv WRONGHEADED JOURNALISTS WHO WROTE NEGATIVE
)NTERNET MAILING LIST CALLED THE -AC %VANGE,IST )T NOT ONLY HAD A STORIES ABOUT !PPLE AND HE OFTEN PROVIDED THE APPROPRIATE
PROFOUND INFLUENCE ON -AC CULTURE IT ARGUABLY SAVED !PPLE EMAIL ADDRESS h7RITE A LETTER TO THE PUBLICATIONS THAT PUBLISH
STUPID INSIPID INACCURATE AND UNFAIR STORIES v HE WROTE h-OST
)N THE MID
S !PPLE WAS THE BIGGEST COMPUTER MAKER IN THE JOURNALISTS ARE INSECURE AND PERCEPTIVE AFTER THE TH FLAM
53 BUT INCREASING COMPETITION FROM -ICROSOFT AS WELL AS A ING MESSAGE THEYLL GET THE PICTUREv +AWASAKIS FLAMES
SERIES OF BOTCHED PRODUCTS AND BUSINESS BLUNDERS LED TO A LONG WAS CONSERVATIVE SOME JOURNALISTS GOT HUNDREDSSOMETIMES
STRING OF HEAVY LOSSES !PPLE APPEARED TO BE IN A hDEATH SPIRAL v THOUSANDSOF ANGRY ABUSIVE EMAILS 4HIS WAS IN THE EARLY DAYS
FROM WHICH IT COULDNT PULL OUT )TS HARD TO KILL A COMPANY AS BIG OF THE .ET BEFORE SPAM WHEN MOST REPORTERS GOT A HANDFUL OF
AS !PPLE BUT IN AND IT LOOKED DOOMED MESSAGES A WEEK AND DUTIFULLY RESPONDED TO EACH ONE
! BIG PART OF THE PROBLEM WAS NEGATIVE PRESS "AD NEWS ABOUT *AMES #OATES A TECHNOLOGY COLUMNIST WITH THE #HICAGO 4RIBUNE
!PPLE BECAME A SELF FULFILLING PROPHECY STORIES ABOUT !PPLES RECEIVED MORE THAN EMAILS AFTER WRITING A STORY ABOUT !PPLE
DECLINE MADE CUSTOMERS NERVOUS 4HEY BOUGHT FEWER COM THAT WAS POSTED TO THE %VANGE,IST (E LIKENED THE TWO WEEK
PUTERS AND THE TROUBLE DEEPENED 2EALIZING THIS +AWASAKI FLOOD OF ABUSIVE EMAIL TO A hCYBERLYNCHING v AN hONLINE NECK
LAUNCHED THE %VANGE,IST IN *ULY TO PROVIDE A DAILY TIE PARTYv AT THE HANDS OF hVIRTUAL VIGILANTESv h4HE ;EMAILS=
STREAM OF hGOOD NEWSv ABOUT !PPLE h4HE WHOLE REASON THAT INCLUDED UNKIND WORDS ABOUT THE MORAL CHARACTER OF MY POOR
%VANGE,IST WAS STARTED WAS BECAUSE THE PRESS WAS SO NEGA LATE MOTHER SUGGESTIONS THAT ) PERFORM MECHANICALLY IMPOS
TIVE v SAID +AWASAKI RECENTLY h) DECIDED THAT INSTEAD OF TRYING TO SIBLE ACTIONS WITH MY NEW )"- 4HINK0AD LAPTOP COMPUTER AND
CONVINCE THE PRESS WE WOULD BECOME THE PRESSv SADLY A FEW DEATH THREATS v HE WROTE h@#OME TO 4EXAS WROTE
ONE @7E HAVENT SHOT A TOURIST IN A CAR SINCE v
4HE %VANGE,IST SENT OUT DAILY WAS A BREEZY MIX OF NEWS TIPS
QUERIES AND JOB POSTINGS 4HANKS TO +AWASAKIS SHARP WIT AND (ENRY .ORR A FORMER EDITOR AT -AC7EEK SAID HE WOULD GET
OFTEN HILARIOUS DIATRIBES AGAINST -ICROSOFT THE %VANGE,IST SCORES OF hNASTY HOSTILEv EMAIL IF HE WROTE ANYTHING CRITICAL
QUICKLY BECAME POPULAR !T ITS PEAK THE %VANGE,IST BOASTED ABOUT THE -AC 3OME WERE POLITE AND THOUGHTFUL HE SAID BUT
DAILY SUBSCRIBERS ALTHOUGH +AWASAKI HAS SUGGESTED THE IN GENERAL THE EXPERIENCE WAS LIKE BEING hBESIEGED BY ZOMBIES v
LIST ACTUALLY REACHED ABOUT -ACINTOSH FANS BECAUSE IT SOME OF WHOM WERE hREALLY UNBALANCEDv
WAS SO WIDELY PASSED AROUND IN EMAIL NEWSGROUPS BULLETIN
BOARDS AND 7EB SITES +AWASAKI EVENTUALLY ARCHIVED THE LIST ON )N HIS DEFENSE +AWASAKI FREQUENTLY URGED SUBSCRIBERS TO BE ON
AN AFFILIATED h-ACWAYv 7EB SITE WHICH IS NOW GONE THEIR BEST BEHAVIOR (E FORBADE SABOTAGING 7INDOWS MACHINES
AND TOLD %VANGE,ISTAS TO BE NICE AND POLITE !S WELL AS POINT
!S WELL AS NEWS THE %VANGE,IST HAD A BIG ACTIVIST COMPO ING OUT NEGATIVE PRESS +AWASAKI SUGGESTED READERS SEND LOVE
NENT +AWASAKI URGED SUBSCRIBERSKNOWN AS %VANGE,ISTASTO NOTES TO JOURNALISTS WHO WROTE NICE THINGS ABOUT !PPLE
PROSELYTIZE THE -AC BY ENGAGING 7INDOWS 0# USERS IN DEBATE
%VANGE,ISTAS WERE URGED TO WEAR !PPLE LOGOED 4 SHIRTS AND +AWASAKI LEFT !PPLE IN TO START 'ARAGECOM NOW 'ARAGE
BASEBALL CAPS hTO SHOW THE WORLD WERE NOT CRAWLING INTO HOLES 4ECHNOLOGY 6ENTURES A hBOOT CAMPv FOR ENTREPRENEURS (E
AND DYINGv (E RECOMMENDED LEAVING -ACINTOSH MAGAZINES IN FOLDED THE LIST IN !PRIL 4HE FINAL POSTING SIGNED BY +AWASAKI
DOCTORS WAITING ROOMS AND SEAT POCKETS ON AIRPLANES !ND HE hWHO IS AND SHALL REMAIN PURE -ACINTOSHv CITED !PPLES hSTUN
SUGGESTED ASKING STORE CLERKS WHY THEY WERENT STOCKING MORE NING TURNAROUNDv AS THE MAIN REASON FOR DISCONTINUING THE
-ACS FIXING UP NEGLECTED MACHINES AND TALKING TO POTENTIAL LIST h4HE ORIGINAL PURPOSE OF %VANGE,IST WAS TO COUNTERACT THE
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WROTE h3O AFTER DISCUSSING WHAT WE SHOULD DO WITH %VANGE,IST THREATENING TO DUMP THEM 7HO KNOWS HOW MANY WOULD
WITH THE FOLKS AT !PPLE WEVE DECIDED TO RETIRE THE LISTv HAVE ABANDONED THE PLATFORM IF A COMMITTED FRIEND RELA
TIVE OR WORKMATE HADNT CONVINCED THEM NOT TO h4HANKS TO
/DDLY IT WAS MOURNED BY SOME OF ITS hVICTIMSv $AN 'ILLMOR THE -ACINTOSH LOYALISTS ;AND= PEOPLE LIKE 'UY +AWASAKI WHO
A COLUMNIST WITH THE 3AN *OSE -ERCURY .EWS WHO HAD BEEN ARE OUT CHAMPIONING THE CAUSE FOR THE UNDERDOG !PPLE YOU
A FAITHFUL READER FOR MANY YEARS WAS SAD TO SEE %VANGE,IST KNOW STILL IS A CONTENDER v *IM #ARLTON AUTHOR OF !PPLE 4HE
PASS h(EARING FROM PEOPLE WHO WANT TO CHANGE YOUR MIND )NSIDE 3TORY OF )NTRIGUE %GOMANIA AND "USINESS "LUNDERS TOLD
IS REALLY USEFUL IN THE BUSINESS OF JOURNALISM v 'ILLMOR SAID h) .ATIONAL 0UBLIC 2ADIO
LEARN MORE FROM PEOPLE WHO DISAGREE WITH ME THAN ) DO FROM
THOSE WHO AGREE "UT AFTER HEARING FROM SEVERAL HUNDRED YOU (OWEVER THERE WERE A NUMBER OF HIGH
PROFILE INSTITUTIONAL
DO GET WEARYv SWITCHES TO 7INDOWS 0#S AT BIG -ACINTOSH SITES $ARTMOUTH
#OLLEGE BEING THE BEST KNOWN THAT MOBILIZED SCORES OF
*AMES #OATES THE #HICAGO 4RIBUNE COLUMNIST HAD MIXED FEEL
%VANGE,ISTAS TO NO EFFECT h) DONT THINK IT HELPED A LOT v #HERYL
INGS ABOUT THE LISTS PASSING h) DID SUFFER THE BRUNT OF AN AWFUL %NGLAND A FORMER EDITOR OF -AC!DDICT SAID OF THE %VANGE,IST
LOT OF ABUSE FROM 'UY +AWASAKI AND THE %VANGE,ISTS AND ) AM h)TS OBVIOUS TO SAY !PPLES LOYAL CUSTOMERS SAVED THE COMPANY
EVEN BITTER ABOUT IT IN SOME WAYS v HE SAID h"UT ) LEARNED A TRE
OF COURSE THEY DID IT WASNT SAVED BY ITS DISLOYAL CUSTOMERS
MENDOUS AMOUNT OF THINGS -ACINTOSH THERE ) ALSO MADE A LOT "UT ITS HARD TO JUDGE HOW MUCH OF AN EFFECT THE %VANGE,IST HAD
OF FRIENDS AND THINGS LIKE THAT SO ) MOURN ITS PASSINGv RATHER THAN -AC USERS GENERALLY 4HE RETURN OF 3TEVE *OBS TO THE
COMPANY IN AND POPULAR PRODUCTS LIKE THE I-AC PROBABLY
4HE hEDUCATIONv OF JOURNALISTS HAD A MIXED EFFECT 4HE NEGA
HAD MORE TO DO WITH ITv
TIVE STORIES DIDNT STOP ALTOGETHER BUT A LOT OF JOURNALISTS WERE
MORE CAREFUL WHEN REPORTING NEWS ABOUT !PPLE h4HIS WRITER 7HILE THE %VANGE,ISTAS TRIED TO HELP !PPLE IN RETAIL STORES !PPLE
WILL NEVER AGAIN WRITE ABOUT AN !PPLE
RELATED STORY WITHOUT A EVENTUALLY DUMPED A LOT OF THE CHAIN STORES IN FAVOR OF A hSTORE
KEEN GUN
SHY APPRECIATION THAT CRITICAL HORDES ARE JUDGING EVERY WITHIN A STOREv AT #OMP53! 4HE COMPANY ALSO STARTED CONCEN
WORD v #OATES WROTE AFTER GETTING FLAMED TRATING ON SPECIALIST !PPLE RETAILERS AND ITS OWN 7EB SITE
/N THE OTHER HAND SOME JOURNALISTS COMPLAINED THAT THE FANATI
4HE MOST PROFOUND EFFECT OF THE %VANGE,IST WAS TO ENERGIZE
CISM WAS HARMING !PPLE h/VERRELIANCE ON FANATIC FAITHFULNESS THE -AC COMMUNITY IN ITS DARKEST DAYS 4HE %VANGE,IST UNIFIED
LED TO YEARS OF COMPLACENCY AT !PPLE THE BUSINESS v WROTE -AC USERS AND GAVE THEM AN IDENTITY )TS CHAMPIONING SPIRIT OF
#HARLES 0ILLAR IN THE ,OS !NGELES 4IMES IN WHEN !PPLE EVANGELISM SURVIVES TODAY AND IN FACT HAS NEVER BEEN STRON
WAS IN DEEP TROUBLE h!ND ITS NOT WORKING NOWJUST LOOK AT GER 0EOPLE ARE AS PASSIONATE AS EVER ABOUT -ACS AND ARE JUST
-AC SALES FIGURESv AS COMMITTED TO CHEERLEADING THEM
7HATEVER THE EFFECT ON THE MEDIA THERES THE WIDELY HELD PER
h4HE ONE GOOD THING IT DID IS PROVIDE AN EARLY PLATFORM FOR
CEPTION THAT THE %VANGE,ISTAS SAVED !PPLES BOTTOM LINEIT PEOPLE WHO LOVE THE -AC v SAID %NGLAND h)T WAS A CLUB )T WAS
HAS BEEN ARGUED THAT MILLIONS OF LITTLE ACTS OF -AC EVANGELISM THEIR FRIEND )T WAS A PLACE THEY COULD GO AND NOT GET PICKED ON
STOPPED THE COMPANY FROM SLIDING INTO BANKRUPTCY $URING THE BY ;-ICROSOFT= 0# SUITSv
-" Ê"Ê/ Ê19-Ê Ê- Ê-8 7ITHOUT THE RESOURCES TO TACKLE EVERY STORE !PPLES CHIEF EVAN
GELIST 'UY +AWASAKI URGED -AC FANS TO RECTIFY THE MIASMA
! LOT OF MEN GET DRAGGED TO THE MALL ON WEEKENDS TO GO SHOP THROUGH HIS POPULAR -AC %VANGE,IST MAILING LIST +AWASAKI SUG
PING WITH THEIR WIVES "UT FOR %DDIE #LIPPER THE OPPOSITE WAS GESTED SUBSCRIBERS TIDY UP DISPLAYS BUTTONHOLE SALESPEOPLE
TRUE (ED DRAG HIS WIFE TO THE MALL BUT NOT TO GO SHOPPINGTO AND COUNTER PRO 7INDOWS SALES PATTER )T WORKED PRETTY WELL
VOLUNTARILY HELP SELL -ACS -ANY WEEKENDS #LIPPER WOULD GO TO &OR A WHILE MANY OF THE THOUSANDS OF STORES SELLING -ACS WERE
THE MALL OR A LOCAL COMPUTER SUPERSTORE TO FIX UP THE -ACS ON VISITED BY WELL INTENTIONED -AC ENTHUSIASTS #OLLECTIVELY THE
DISPLAY AND PERSUADE CUSTOMERS TO BUY THEM h-Y WIFE KNOWS VOLUNTEERS CAME TO BE KNOWN AS hTHE GUY IN AISLE SIXv
THAT IF WE STOP IN THE COMPUTER DEPARTMENT ) WILL BE TALKING TO
PEOPLE FOR A WHILE v HE SAID v3HE USUALLY GOES ELSEWHERE IN THE h) STARTED DOING THIS BECAUSE NONE OF THE SALES ASSOCIATES COULD
STORE AND DRAGS ME AWAY LATERv EVER ANSWER ANY QUESTIONS ABOUT !PPLE PRODUCTS AND ) COULD v
SAID 7ILLIAM,( HTTPWWWMYMACUCOM ONE OF THE GUYS IN
+ *ERRY 3MITH WAS THE SAME %VERY MONTH OR SO HED TAKE HIS AISLE SIX h7HY DID ) DO THIS WITH NO PAY NO OUTRIGHT REWARD
SON TO A LOCAL 3EARS OR #IRCUIT #ITY AND THEYD SPEND THE DAY FIX "ECAUSE THAT IS THE TYPE OF PEOPLE -AC USERS ARE )T IS A PASSION
ING UP THE -ACS h-Y SON AND ) LIKE SO MANY OTHER -ACHEADS AN OBSESSION A RELIGION IF YOU WILLv 7ILLIAM,( STARTED VISITING
HAVE ALWAYS CLEANED UP THE -ACS ON DISPLAY AT STORES THAT STORES WHEN HE WAS OUT ANYWAY HE SAID BUT EVENTUALLY HE
COULD CARE LESS WHETHER THEY WERE PROPERLY DISPLAYEDUSUALLY WENT EVERY WEEKEND WHEN HE HAD FREE TIME
MAJOR RETAILERS v HE SAID h4O THIS DAY ONE CAN ALMOST ALWAYS
FIND -ACS WITH FROZEN SYSTEMS AFTER THE KIDS OF BUSY SHOPPERS /CCASIONALLY EXTRA ZEALOUS -AC FANS WOULD SABOTAGE 7INDOWS
HAVE BANGED ON THE KEYBOARDS 7E RESTART AND REPAIR WHATEVER 0#S AT STORES THOUGH IT WAS MORE COMMON TO REARRANGE A MAGA
DAMAGE HAS BEEN DONE 7E WANT THEM TO LOOK AND OPERATE AT ZINE STAND SO THAT -AC MAGAZINES OBSCURED THE 7INDOWS ONES
THEIR BESTv
4HE ARMY OF VOLUNTEER SALESPEOPLE WORKED SO WELL !PPLE
*EFF 3EPETA IS ANOTHER WHO ACTED AS A VOLUNTARY SALESPER EVENTUALLY CO OPTED THE IDEA FIRST WITH h$EMO $AYSvONE OFF
SON h!LTHOUGH YOURE NOT SUPPOSED TO SOLICIT BUSINESS INSIDE SALES EVENTS COINCIDING WITH BIG SHOPPING DAYS OR PRODUCT
#OMP53! ) HAVE OFTEN CAUGHT SALES REPS SAYING BAD THINGS LAUNCHESAND THEN WITH A LONGER TERM PROGRAM OVERSEEN BY
ABOUT THE -AC TO PEOPLE WHO ARE CLEARLY INTERESTED IN BUYING -ARKET3OURCE A MARKETING FIRM
ONE v HE SAID h) GENERALLY STEP IN EXPLAIN WHY THE -AC IS BETTER
THAN THE SALES REP WOULD ADMIT AND GENERALLY MAKE THE SALES $AN /BLAK HTTPMACBIGOTCOM BECAME A $EMO $AY hVOLUN
GUY LOOK LIKE COW PIEv TEERvPAID A DAYAND THEN AN !PPLE 0OWER 2EP WHICH
WAS MORE OF A PART TIME JOB !S A 0OWER 2EP /BLAK SPENT ABOUT
#LIPPER 3MITH AND 3EPETA AND DOZENS OF OTHERS LIKE THEM HOURS A WEEK ON TOP OF HIS DAY JOB SUPPORTING THE STAFF AT
PERHAPS HUNDREDS WERE DOING THEIR BIT TO HELP !PPLE IN ITS FIVE LOCAL #IRCUIT #ITY STORES h4HESE ARE USUALLY NOT PEOPLE WHO
DARKEST DAYS )N THE LATE S !PPLES SHOWING AT RETAIL STORES SPEND EVERY WAKING HOUR READING ABOUT AND DISCUSSING THE
WAS BELOW PAR INDIFFERENT STAFF AT COMPUTER STORES OFTEN REL -AC v HE SAID h"UT ) DO AND THE EXPOSURE )VE HAD TO THE QUES
EGATED -ACS TO THE QUIETEST AISLE -ACHINES WERE LEFT TURNED TIONS AND CONCERNS OF THE POTENTIAL -AC CUSTOMER IS A TOOL THAT
OFF OR WERE BADLY NEGLECTED AND STOCKS OF -AC SOFTWARE WERE THESE STORES CAN TAKE ADVANTAGE OFv
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AND IT APPALLED HIM 4HE MOST GALLING THING WAS THAT MOST OF HIS
NING THE DISPLAY AREA WAS NEAT AND TIDY AND ALL THE SIGNAGE CRITICS DIDNT APPEAR TO HAVE READ THE ARTICLE 4HE SAME PHRASES
WAS PRESENT AND CORRECT /N TOP OF THIS HE PUT TOGETHER A WERE REPEATED OVER AND OVER SUGGESTING PEOPLE WERE COPYING
WEEKLY -AC NEWSLETTER HTTPHOMEPAGEMACCOMJDOBLAK FOR PHRASES FROM THE SAME SOURCE h4HE OVERWHELMING MAJORITY
THE SALES STAFF AND OFTEN MADE HIMSELF AVAILABLE THROUGHOUT THE OF THEM NEVER READ THE ARTICLE v HE SAID h) CALLED THEM ON THAT
WEEK FOR ADVICE (E DIDNT DO ANY SELLING DIRECTLY ALTHOUGH HE 4HATS THE MENTALITY OF THE MOB 4HERES NO ACCOUNTABILITY AND
OFTEN TALKED TO POTENTIAL CUSTOMERS NO INTELLIGENCE )TS THE DIGITAL EQUIVALENT OF A RIOTv
h-Y WIFE IS A -AC WIDOW v HE SAID h)TS A CHALLENGE -ANY OF 0ERELMAN WAS SO SHOCKED BY THIS HE DECIDED TO TRACK DOWN
THESE SALESPEOPLE ARE A BIT GREEN AND THERE IS HIGH TURNOVER IN THE AUTHOR OF THE ORIGINAL %VANGE,IST POST h) DID IT BECAUSE )
ANY RETAIL ENVIRONMENT BUT LITTLE VICTORIES HERE AND THERE MAKE WANTED TO KNOW HOW IT STARTED v 0ERELMAN SAID h7HO DID THIS
IT ALL WORTHWHILEv TO ME ) EVENTUALLY FOUND HIM ;AND= ASKED HIM WHO PUT YOU
UP TO THIS v
- Ê-/1 9p 7-Ê* , !CCORDING TO 0ERELMAN EVEN THE ORIGINAL POSTER HAD NEVER READ
THE ARTICLE HED MERELY BEEN TOLD ABOUT IT h4HATS WHAT ) FOUND
)N WRITER ,EWIS 0ERELMAN WENT THROUGH SOME OF THE MOST OUTRAGEOUS v 0ERELMAN SAID h%VERYONES ENTITLED TO THEIR
DARKEST DAYS OF HIS CAREER AS A REPORTER THANKS TO A STORY HE OPINION AND TO RESPOND TO YOUR WORK 4HATS THE CHANCE YOU TAKE
WROTE FOR 7IRED MAGAZINE THAT WAS CRITICAL OF !PPLE 4HE ARTICLE WHEN YOU EXPRESS A STRONG OPINION "UT PERCENT OF THEM HAD
h/PPORTUNITY #OST v PUBLISHED IN THE .OVEMBER ISSUE NEVER READ THE ARTICLE 4HATS FRIGHTENING NOT JUST PERSONALLY BUT
ARGUED THAT !PPLES hOBSESSIONv WITH SELLING COMPUTERS TO SOCIALLYv
SCHOOLS AND UNIVERSITIES COST IT DEARLY IN THE QUEST FOR BIGGER
MARKETS HTTPWWWWIREDCOMWIREDARCHIVEES?APPLE
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3HORTLY AFTER IT WAS PUBLISHED A SCATHING CRITICISM OF THE 3TEVE *OBS AND 3TEVE 7OZNIAK GET ALL THE PRAISE BUT !PPLES
ARTICLEOR MORE ACCURATELY A RANTWAS SENT TO THE -AC ONE
TIME CHIEF EVANGELIST 'UY +AWASAKI HAS POSSIBLY DONE
%VANGE,IST BY ONE OF ITS SUBSCRIBERS +AWASAKI DULY POSTED AS MUCH AS ANYONE TO SHAPE -AC CULTURE )T WAS +AWASAKI FOR
IT AND IT WAS SOON IN THE IN
BOXES OF THOUSANDS OF SUBSCRIB
EXAMPLE WHO UNITED -AC USERS DURING !PPLES DARKEST DAYS
ERS h7IRED MAGAZINE HAS SUCCUMBED LIKE SO MANY OTHERS TO AND HELPED TO MOLD A COMMUNITY IDENTITY THAT PERSISTS STRONGLY
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-AC STANCE AMONG -AC FANS IS A CLEAR
0ERELMANS @/PPORTUNITY #OST ARTICLE IN THEIR RECENT ISSUE IS JUST LEGACY OF +AWASAKIS EVANGELIST APPROACH TO MARKETING AS IS
SICKENING 4HERE IS SO MUCH TO BE ANGRY AT ) BETTER NOT STARTv THE COMMUNITYS UNITED FRONT AGAINST -ICROSOFT
4HE POST INCLUDED 0ERELMANS EMAIL ADDRESS
+AWASAKI A NATIVE (AWAIIAN WAS FIRST HIRED BY !PPLE IN THE
&OR THE NEXT SIX WEEKS 0ERELMAN RECEIVED A STEADY STREAM OF MID
S TO EVANGELIZE THE NASCENT -AC PLATFORM TO SOFTWARE
UNCOUTH EMAIL ABOUT THE PIECE 0ERELMAN ESTIMATED HE RECEIVED DEVELOPERS (E HAD AN UPHILL BATTLE 4HE -AC HAD JUST BEEN
THOUSANDS OF MESSAGES -OST WERE RUDE AND SOME INCLUDED LAUNCHED )T FACED TOUGH COMPETITION FROM DOZENS OF DIFFERENT
VIOLENT THREATS AGAINST HIMSELF AND HIS WIFE 7HEN 0ERELMAN COMPUTER PLATFORMS LED BY THE )"- 0# AND THE !PPLE )) )N
SHOWED HIS WIFE SOME OF THE MESSAGES SHE BURST INTO TEARS THIS ENVIRONMENT SOFTWARE DEVELOPERS WERE WARY OF COMMIT
h)T WAS REALLY NASTY v 0ERELMAN RECALLED RECENTLY h)T WAS VERY TING RESOURCES TO A NEW UNPROVEN PLATFORM LIKE THE -AC "UT
UNPLEASANT -Y IN
BOX WAS BEING FLOODED WITH HATE MAIL )T WAS SOFTWARE WAS CRITICAL TO THE -ACS SUCCESS 7ITHOUT A LIBRARY OF
INCREDIBLY VICIOUSv APPLICATIONS NO ONE WOULD BUY -AC HARDWARE
0ERELMAN LIKENED THE %VANGE,ISTAS TO THE hDIGITAL 4ALIBANv AND +AWASAKI HIT THE PAVEMENT VISITING HUNDREDS OF DEVELOPERS
THE FLOOD OF INVECTIVE TO hCYBERTERRORISM v AND A hDIGITAL RIOTv )T WITH NOTHING MORE TO OFFER THAN A DREAM THE DREAM OF THE
WAS HIS FIRST EXPERIENCE OF )NTERNET MEDIATED CRITICISM HE SAID POWER AND EASE OF USE OF THE -ACINTOSH h&ULL OF FERVOR AND
ZEAL ) WOULD MEET WITH DEVELOPERS SHOW THEM A -ACINTOSH h7E DIDNT PLAN IT THAT WAY IT JUST HAPPENED v +AWASAKI SAID
PROTOTYPE AND CONVINCE THEM TO DEVELOP -ACINTOSH SOFTWARE v IN AN INTERVIEW WITH 7ABASH ,AKE A MARKETING COMPANY
+AWASAKI SAID IN AN ARTICLE FOR &ORBES -AGAZINE h!PPLE HAS THOUSANDS OF USER GROUPS 4HOSE ARE TRULY THE
EVANGELISTS 4HEYRE NOT PAID 4HEYRE NOT EMPLOYEES 4HEY TELL
(E WAS PHENOMENALLY SUCCESSFUL "Y *ULY LITTLE MORE THAN PEOPLE TO USE -ACINTOSH SOLELY FOR THE OTHER PERSONS BENEFIT
A YEAR AFTER THE -ACS LAUNCH ITS SOFTWARE BASE HAD GROWN FROM 4HAT IS THE DIFFERENCE BETWEEN EVANGELISM AND SALES 3ALES IS
A HANDFUL OF TITLES TO MORE THAN PROGRAMS ACCORDING TO ROOTED IN WHATS GOOD FOR ME %VANGELISM IS ROOTED IN WHATS
)NFO7ORLD h+AWASAKI WAS A CENTRAL CHARACTER IN !PPLES ASCEN
GOOD FOR YOUv
SION FROM GARAGE STARTUP TO MULTIBILLION
DOLLAR POWERHOUSE v
SAID THE 3AN *OSE "USINESS *OURNAL )N EFFECT +AWASAKI WAS USING THE %VANGE,IST TO RECRUIT AND TRAIN
TENS OF THOUSANDS OF SALESPEOPLE FOR !PPLE h!PPLE HAS
+AWASAKIS SUCCESS WAS DUE TO THE NEAR
RELIGIOUS ENTHUSIASM HE SALESPEOPLE IN THE FIELD v +AWASAKI SAID IN ONE INTERVIEW hBUT
INDUCED IN OTHERS FOR THE -AC !S HE WROTE IN HIS BEST
SELLING BOOK THERE ARE REALLY ABOUT OUT THERE SPREADING THE WORD
4HE -ACINTOSH 7AY HE SOLD THE DREAM FIRST THE PRODUCT SECOND )F YOU OWN A -AC YOU WERE PROBABLY EVANGELIZED BY ANOTHER
-AC OWNER NOT BY A SALES REPRESENTATIVEv
h;4HE -AC IS= LIKE ANY OTHER PERSONAL COMPUTER v HE WROTE h)TS
GLASS SILICON RUBBER METAL ! TYPICAL SALESPERSON WOULD SAY +AWASAKI WAS ONE OF THE FIRST PEOPLE IN THE TECHNOLOGY INDUS
@)LL GIVE YOU THIS BOX YOU GIVE ME "UT AN EVANGELIST TRY TO LINK EVANGELISM AND BUSINESS ! #HRISTIAN +AWASAKI
WOULD SAY @4HIS COMPUTER STANDS FOR A DREAM 4HE DREAM IS WAS HEAVILY INFLUENCED BY RELIGIOUS EVANGELISM (E ATTENDED
PRODUCTIVITY AND CREATIVITY FOR PEOPLE ,ET ME SHOW YOU THE "ILLY 'RAHAMS 3CHOOL OF %VANGELISM TO LEARN MORE ABOUT IT
DREAM )F YOU BUY INTO IT LET US GO OFF TOGETHER AND SELL ITv AND INTENTIONALLY USED A LOT OF RELIGIOUS TERMINOLOGY IN THE
%VANGE,IST AND IN INTERVIEWS (ERES A TYPICAL QUOTE MIXING
+AWASAKI LEFT !PPLE IN ONLY TO RETURN TO THE COMPANY IN PIETY AND HUMOR h3AYING 7INDOWS IS EQUAL TO -ACINTOSH IS
AS CHIEF EVANGELIST (E WAS ALSO MADE AN !PPLE &ELLOW LIKE FINDING A POTATO THAT LOOKS LIKE *ESUS AND BELIEVING YOUVE
AN HONORARY TITLE AWARDED TO hTHOSE RARE INDIVIDUALS WHO HAVE WITNESSED THE SECOND COMINGv
MADE EXTRAORDINARY TECHNICAL OR LEADERSHIP CONTRIBUTIONS TO
PERSONAL COMPUTING v ACCORDING TO !PPLE +AWASAKI OFTEN CHARACTERIZED 7INDOWS 0# USERS AS hHEATHENSv
OR hUNENLIGHTENEDv AND CLAIMED -AC USERS WERE BEING hPER
!T FIRST +AWASAKI UNDERSTOOD THE TITLE OF CHIEF EVANGELIST TO SECUTEDv FOR THEIR BELIEFS h#HRISTIANITY HAS PERCENT MARKET
MEAN HE WAS A MARKETER
CUM
PREACHER HE GOT OUT THERE SHARE AND MANY OF THEIR TECHNIQUES HAVE APPLICATIONS TO BUSI
MET LOTS OF PEOPLE AND EXTOLLED THE VIRTUES OF THE MACHINE NESS v HE SAID IN ONE INTERVIEW h) RIPPED IT OFF FROM THE "IBLE v
RATHER THAN ITS SPEEDS AND FEEDS "UT SOON AFTER LAUNCHING THE HE SAID IN ANOTHER
%VANGE,IST HIS MOST POWERFUL VEHICLE FOR SPREADING THE hGOOD
NEWS v +AWASAKI REALIZED HIS PREACHING HAD A SECONDARY EFFECT /NE OF +AWASAKIS CENTRAL STRATEGIES WAS TO IDENTIFY AND DEMON
THE MORE PEOPLE HE CONVINCED TO BELIEVE THE MORE PEOPLE THEY IZE A COMMON ENEMY )N THE EARLY DAYS WHEN HE WAS DEALING
CONVINCED TO BELIEVE WITH SOFTWARE DEVELOPERS IT WAS )"- ,ATER IT WAS -ICROSOFT
EVEN THOUGH THE COMPANY WAS AND STILL IS ONE OF THE BIG
!PPLES IMMINENT DEMISE .OT ONLY THAT THE NEGATIVE REPORTS
GEST PUBLISHERS OF -AC SOFTWARE $URING THE %VANGE,IST DAYS PERSUADED SOFTWARE DEVELOPERS THAT WRITING SOFTWARE FOR THE
+AWASAKIS RALLYING CRY WAS h3TOP THE -ICROSOFT HEGEMONYv -AC WAS A BAD BUSINESS MOVE 7HY BOTHER IF IT WOULDNT SELL
)N ADDITION TO FOUNDING 'ARAGE 4ECHNOLOGY 6ENTURES +AWASAKI "UT SUBSEQUENT NUMBERS FROM THE 30! TOLD AN ENTIRELY DIF
HAS ALSO WRITTEN HALF A DOZEN BEST
SELLING BOOKS ON BUSI
FERENT STORY 7HILE THE 30!S QUARTERLY REPORTS WERE BASED ON
NESS EVANGELISM INCLUDING 4HE -ACINTOSH 7AY 2ULES FOR ESTIMATES OF PROJECTED SALES FROM THE !SSOCIATIONS MEMBERS
2EVOLUTIONARIES AND (OW TO $RIVE 9OUR #OMPETITION #RAZY LATER REPORTSBASED ON ACTUAL SALESOFTEN SHOWED GROWTH
+AWASAKI HAS BEEN ANOINTED hTHE FATHER OF EVANGELISM MARKET
INSTEAD OF DECLINE 4HE DIFFERENCE BETWEEN THE 30!S INITIAL
INGv BY THE FAST
GROWING GUERILLA MARKETING INDUSTRY WHICH HAS ESTIMATES AND FINAL NUMBERS WERE SOMETIMES AS MUCH AS
ADOPTED MANY OF THE PRACTICES HE PIONEERED PERCENT WHICH EQUATED TO HUNDREDS OF MILLIONS OF DOLLARS IN
SALES &OR EXAMPLE THE 30! REPORTED -AC SOFTWARE SALES
h7E WERE LEARNING EVANGELISM AS WE WERE DOING IT v HE TOLD WERE BILLION DOWN PERCENT FROM SALES OF
)NDUSTRY7EEK h4HERE WERE NO COURSES BOOKS OR TRAINING SES
BILLION (OWEVER THE 30!S REVISED NUMBERS PUBLISHED IN
SIONS ,OOKING BACK MAYBE ONE OF THE REASONS WE SUCCEEDED IS SAID -AC SOFTWARE SALES ACTUALLY GREW TO BILLION A
THAT WE WERE TOO NAIVE AND IGNORANT TO KNOW HOW DIFFICULT OUR PERCENT INCREASE OVER SALES
TASK WAS 4HE KEY TO EVANGELISM IS A GREAT CAUSE )F YOU LOVE
THE CAUSE ENOUGH YOULL FIND A WAY TO MAKE IT SUCCEED ) JUST 4HE 30! ALWAYS BURIED THE REVISED FIGURES IN ITS REPORTS AND
KNOW HOW TO TAKE A CAUSE FALL IN LOVE WITH IT EVANGELIZE OTHERS NO ONE NOTICED THE DISCREPANCIES EXCEPT FOR 'UPTA 0ORING OVER
TO SHARE IT AND CHANGE THE WORLD )SNT THAT ENOUGH FOR A THIRD
THE 30!S NUMBERS 'UPTA NOTICED THAT REVISIONS OFTEN TURNED
GENERATION *APANESE
!MERICAN FROM (AWAII v DECLINING SALES INTO GROWTH SALES 'UPTA CONTACTED -AC7EEK
WHICH HAD BEEN REPORTING THE 30!S NUMBERS WITHOUT NOTICING
ANYTHING AWRY 0ROMPTED BY 'UPTAS CONCERNS -AC7EEK PUB
,1 Ê1*/Ê Ê/
Ê-* LISHED A COUPLE OF STORIES CRITICAL OF THE 30!S METHODOLOGY
#AN ONE MAN MAKE A DIFFERENCE !RUN 'UPTA CERTAINLY DID 4HE 30! TRIED TO PUT A BRAVE FACE ON ITS RESEARCH PROGRAM BUT
'UPTA AN !44 SYSTEMS ANALYST FROM -IDDLETOWN .* ALMOST IN *ULY THE ASSOCIATIONS 7EB SITE ANNOUNCED THE PROGRAM
SINGLE
HANDEDLY SHUT DOWN A BOGUS RESEARCH PROGRAM BY HAD BEEN hSUSPENDEDv h4HE 30! $ATA 0ROGRAMS ARE CURRENTLY
THE 3OFTWARE 0UBLISHERS !SSOCIATION 30! WHICH INCORRECTLY SUSPENDED v THE SITE READ h$ETAILS WILL BE POSTED ABOUT A NEW
REPORTED -AC SOFTWARE SALES WERE IN CHRONIC DECAY SOFTWARE SALES TRACKING PROGRAM AS THEY BECOME AVAILABLEv
.EEDLESS TO SAY NO NEW PROGRAM HAS BEEN LAUNCHED
4HROUGHOUT AND THE LATTER HALF OF THE 7ASHINGTON
$# TRADE ASSOCIATION RELEASED A SERIES OF QUARTERLY REPORTS
WHICH APPEARED TO SHOW THE -AC SOFTWARE MARKET IN CHRONIC
DECLINE 4HE REPORTS ALWAYS GARNERED A LOT OF ATTENTION PAR
TICULARLY FROM THE -AC TRADE PRESS AND WERE TAKEN AS SIGNS OF
/
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4HE LOCUS OF THE -AC COMMUNITY IS THE 7EB )TS WHERE -AC THROUGH LINK POPULARITY SYSTEM INDICATING THE MOST POPULAR
USERS CONGREGATE GET THEIR NEWS SOLVE PROBLEMS AND SHOW OFF SITES AND THOSE THAT HAVE BEEN AROUND FOR A WHILE
THEIR CREATIVE EFFORTS 4HERE ARE HUNDREDS PERHAPS THOUSANDS
OF ACTIVE REGULARLY UPDATED -AC 7EB SITES COLLECTIVELY KNOWN 7HATS PERHAPS MOST INTERESTING ABOUT THE -AC 7EB IS THAT
AS THE -AC 7EB ALL BUT A HANDFUL OF SITES ARE PUBLISHED BY SMALL INDEPENDENT
PUBLISHERS OFTEN AN INDIVIDUAL OR A SMALL TEAM OF PART TIME VOL
4HE BREADTH IS REMARKABLE THERE ARE SITES DEVOTED TO NEWS UNTEERS ! GOOD NUMBER OF THE MORE POPULAR SITES CLEARLY MAKE
RUMORS OPINIONS HOW TOS PROBLEM SOLVING !PPLES HISTORY ENOUGH MONEY TO KEEP GOING /VERHEAD IS LOW BUT THERES
SPECIFIC PRODUCTS LIKE THE .EWTON OR THE I-AC MUSIC OR MOVIE MONEY TO BE MADE IN PUBLISHING -AC ORIENTED MATERIAL
MAKING AND FINDING BARGAINS 4HERE ARE COMMUNITY FORUMS
AND SITES FOR TRADING DESKTOP PICTURES ICONS AND SHAREWARE "ECAUSE THE 7EB MAKES IT SO EASY FOR ANYONE TO SET UP A SITE
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NAME IT THERES PROBABLY A SITE DEVOTED TO IT 4HERES EVEN A
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!CCORDING TO THE INTERACTIVE DATABASE AT -AC0I#K3 HTTP SITES CLEARLY COME FROM RANK AMATEURS WITH A -AC CHIP ON THEIR
MACPICKSCOM THERE ARE NEARLY ACTIVE -AC SITES WITH SHOULDER OR A DESIRE TO MAKE A BUCK ONLINE 3TILL THERES A LOT OF
REGISTERED DOMAIN NAMES AS OF SPRING h)TS TAKEN ME OVER GREAT STUFF IF YOU SHOW A LITTLE DISCRIMINATION 9OU COULD SPEND
FOUR YEARS AND )VE ASSEMBLED ALL OF THEM BY HAND v SAID 'REG WEEKS PERUSING JUST 53 SITESv
0IPER WHO BUILT THE DATABASE h) MADE IT MY MISSION TO FIND
EVERY -AC SITEv 0IPER SAID THE -AC0I#K3 DATABASE IS ONE OF !T ONE TIME THE CENTER OF THE -AC UNIVERSE WAS -AC7EEK THE
THE MOST COMPREHENSIVE ON THE 7EB LISTING TO PERCENT MUCH MISSED TRADE PAPER THAT CHRONICLED THE -AC WORLD FOR
OF ALL THE -AC SITES WITH REGISTERED DOMAIN NAMES )F SOMEONE ALMOST A DECADE AND A HALF 4HANKS TO THE DECLINING ADVERTIS
HAS GONE TO THE TROUBLE TO REGISTER A DOMAIN PAY THE ANNUAL ING MARKET IN THE LATE S -AC7EEK TRANSFORMED INTO THE
FEE AND BANDWIDTH COSTS AND MAINTAIN THE SITE IT MEANS IT IS CROSS PLATFORM E-EDIA7EEKLY AN ATTEMPT TO REFLECT CHANGES
LIKELY TO STICK AROUND IN THE CREATIVE COMPUTING SPACE AND ATTRACT MORE ADVERTISERS
5NFORTUNATELY IT WAS SHORT LIVED AND E-EDIA7EEKLY CEASED
-AC0I#K3 POINTS TO ABOUT PERCENT OF THE MORE EPHEMERAL PUBLISHING -AC7EEK CONTINUED TO LIVE ONLINE BUT NEWS SITES
SITES HOSTED ON FREE SERVERS LIKE !PPLES -ACCOM DOMAIN LIKE -AC#ENTRAL WERE EATING ITS LUNCH
-AC#ENTRAL WAS STARTED BY 3TAN &LACK AND RUN BY A HANDFUL 6%23)/.42!#+%2 ! POPULAR DATABASE OF MOSTLY -AC
OF STAFFERS WORKING FROM HOME ACROSS THE 53 AND #ANADA SOFTWARE HTTPVERSIONTRACKERCOM 7INDOWS ,INUX AND
-AC#ENTRAL WAS EVENTUALLY ACQUIRED BY -AC7EEKS PUBLISHER 0ALM ARE ALSO INCLUDED ON SEPARATE PAGES
-AC 0UBLISHING ,,# FOR A COUPLE OF MILLION DOLLARS ACCORDING
TO A SOURCE -!# /3 8 ().43 (INTS AND TIPS FOR RUNNING -AC /3 8
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FOR TRADE NEWS PROVIDING A TIMELY AND DIVERSE SOURCE OF EVENTS IN THE -AC UNIVERSE HTTPWWWAPPLETURNSCOM
INFORMATION KNOWLEDGE AND OPINION )N GENERAL THE -AC
7EB IS MOSTLY ABOUT CHEERLEADING 4HE VAST MAJORITY OF SITES /3 8 &!1 !NOTHER /3 8nDEDICATED SITE HTTPWWW
PASSIONATELY ADVOCATE THE -AC %VEN THE MOST TRIVIAL ITEMS ARE OSXFAQCOM
PROMINENTLY FEATURED IF THEY CONTAIN GOOD NEWS ABOUT !PPLE
7HEN THERES BAD NEWS IT IS OFTEN ACCOMPANIED BY MENTAL */9 /& 4%#( 0UBLISHES THREE -AC
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%VERYONE HAS THEIR FAVORITE 7EB SITES "UT EVERY YEAR ,OW %ND
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RUNNING -AC NEWS AND
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SIVE DAILY UPDATE OF LINKS TO -AC NEWS AROUND THE 7EB THE PLACE TO GO FOR THE BEST GOSSIP AND RUMORS ABOUT !PPLE AND
HTTPWWWMACSURFERCOM ITS UPCOMING PRODUCTS "UT AFTER THE COLUMN WAS DISCONTINUED ITS
FIEFDOM WAS FOUGHT OVER BY A HANDFUL OF UPSTART 7EB SITES
-AC THE +NIFE WAS SUPERCEDED BY 2YAN -EADERS -AC /3 !PPLE HAS ALWAYS TAKEN A DIM VIEW OF SPECULATIVE PRESS .EW
2UMORS HTTPWWWMACOSRUMORSCOM WHICH RULED THE ROOST 9ORK -ACWORLD IN THE SUMMER OF WAS WIDELY DEEMED A
FOR A WHILE UNTIL IT TOO WAS PUSHED TO THE SIDE BY !PPLE)NSIDER FAILURE BECAUSE RUMOR SITES WHIPPED UP UNREALISTIC EXPECTA
HTTPWWWAPPLEINSIDERCOM !S !PPLE)NSIDERS POPULARITY TIONS OF FLAT
SCREEN I-ACS AND VIDEO
CAPABLE HANDHELDS WHICH
WANED 3PYMAC HTTPWWWSPYMACCOM AND .ICK DE0LUMES THE COMPANY FAILED TO INTRODUCE 4HE FLAT
SCREEN I-AC WAS
4HINK 3ECRET HTTPWWWTHINKSECRETCOM BECAME THE PLACES SUBSEQUENTLY LAUNCHED AT THE 3AN &RANCISCO SHOW IN *ANUARY
TO GO /THERS INCLUDE -AC2UMORS HTTPWWWMACRUMORS 4O DAMPEN SPECULATION !PPLE TOOK THE UNUSUAL STEP OF
COM MACOS8RUMORS HTTPWWWMACOSXRUMORSCOM AND DEFLATING EXPECTATIONS FOR -ACWORLD 4OKYO IN -ARCH BY
2UMOR4RACKER HTTPWWWRUMORTRACKERCOM AN àBER
RUMOR ANNOUNCING THERE WOULD BE NO NEW COMPUTERS AT THE SHOW
SITE THAT TRACKS SCUTTLEBUTT AT THE OTHER SITES
!PPLE WAS ALSO WIDELY BELIEVED TO BE BEHIND A CRACKDOWN ON
)NDIVIDUAL RUMOR SITES MAY COME AND GO BUT TRADING IN RUMORS PRESS PASSES TO THE *ULY -ACWORLD IN .EW 9ORK $ESPITE
ABOUT !PPLE HAS BECOME ONE OF THE MOST SUCCESSFUL NICHES ON BEING GRANTED PRESS CREDENTIALS TO PREVIOUS SHOWS VARIOUS
THE -AC 7EB 4HERES A HUGE INSATIABLE APPETITE FOR RUMORS AND 7EB SITES THAT PRINTED hRUMOR AND SPECULATIONv WERE DENIED
GOSSIP ABOUT !PPLES UPCOMING PRODUCTS 4HE RUMOR SITES ARE A ACCESS !PPLE HAS ALSO BEEN VERY ACTIVE IN SENDING THREATENING
MIXED BUNCH TAKING A SCATTERSHOT APPROACH TO NEWS 3OMETIMES CEASE
AND
DESIST LEGAL NOTICES TO SITES THAT PUBLISH PICTURES
THEY HIT THE BULLS
EYE OFTEN THEY ARE WIDE OF THE MARK OF FORTHCOMING HARDWARE 4HERE ARENT MANY RUMOR SITES THAT
HAVENT RECEIVED A NASTYGRAM FROM !PPLE AT ONE POINT OR
4HE RUMOR SITES ARE MOST ACTIVE IN THE RUN UP TO -ACWORLD ANOTHER !ND THE LAST TIME AN !PPLE EMPLOYEE LEAKED PRODUCT
#ONFERENCE %XPO WHEN !PPLES #%/ 3TEVE *OBS TYPICALLY DETAILS TO THE .ET HE WAS SUMMARILY DISMISSED AND SLAPPED
INTRODUCES NEW PRODUCTS DURING THE OPENING KEYNOTE SPEECH WITH A MULTIMILLION
DOLLAR LAWSUIT (OWS THAT FOR A DETERRENT
4HE SECRECY
OBSESSED #%/ LIKES TO KEEP A TIGHT LID ON INFORMA
!PPLE EVENTUALLY DROPPED THE SUIT AGAINST *UAN 'UTIERREZ
TION TO PRESERVE THE ELEMENT OF SURPRISE WHICH INDUCES A FRENZY KNOWN AS h7ORKER "EEv
OF SPECULATION ON THE RUMOR SITES 3O GREAT IS THE HUNGER FOR
NEWS SOME RUMOR SITES SEE THE SAME PEOPLE COMING BACK HOUR !PPLES OBSESSION WITH SECRECY MAKES GOOD BUSINESS SENSE
AFTER HOUR DAY AFTER DAY IN SEARCH OF THE LATEST TIDBIT )N THE TECH INDUSTRY SOMETHING BETTER FASTER AND CHEAPER IS
ALWAYS AROUND THE CORNER %ARLY INFORMATION ABOUT FUTURE PROD
!RMANDO 3ANTANA A
YEAR
OLD 3AN &RANCISCO 7EB DEVELOPER UCTS GIVES PEOPLE PAUSE ABOUT BUYING PRODUCTS IN THE CURRENT
WHO RUNS 2UMOR4RACKER SAID ABOUT REGULARS VISIT THE SITE LINEUP 4HE CASE OF /SBORNE #OMPUTER IN THE EARLY S IS THE
SEVEN OR EIGHT TIMES A DAYEVERY HOUR ON THE HOUR EVERY DAY INDUSTRYS CAUTIONARY TALE /SBORNE SOLD A POPULAR PORTABLE
OF THE WEEK h4HEYRE -AC FANATICS v HE SAID h4HEYRE ITCHING TO BUT MADE THE MISTAKE OF PUBLICIZING ITS SUCCESSOR BEFORE IT WAS
GET NEWS ABOUT -ACWORLD 4HEYRE ITCHING TO KNOW WHAT !PPLE READY 3ALES GROUND TO A HALT AND THE COMPANY WENT OUT OF
WILL COME UP WITHv 3ANTANA CREATED THE SITE BECAUSE HE AND A BUSINESS BEFORE THE NEW MACHINE CAME OUT
FRIEND SPENT HOURS EVERY DAY READING THE RUMOR SITES AND THEY
WANTED A CONVENIENT ONE
STOP SHOP (E STILL SPENDS AN HOUR A
DAY DISCUSSING RUMORS WITH HIS FRIEND
," 9Ê"°Ê \Ê/ Ê ,"/ (E WAS AN INCREDIBLY GREGARIOUS PERSON (E LIKED TO TALK ABOUT
-ACS MORE THAN ANYTHINGv
4HE SUICIDE OF CONTROVERSIAL -AC COLUMNIST 2ODNEY / ,AIN
PROMPTED A MASS ONLINE MOURNING ,AIN THE I"ROTHA HAD MORE !S A COLUMNIST ,AIN WAS A PASSIONATE -AC ADVOCATE "UT HE
FRIENDS THAN ANYONE SUSPECTED ALSO LIKED TO COURT CONTROVERSY (E WAS OFTEN CRITICAL OF !PPLE
AND THE -AC A HERETICAL ATTITUDE IN THE LARGELY CONFORMIST -AC
,AIN WAS AN ONLINE COLUMNIST KNOWN AS THE h!NGRY -AC WORLD !ND LIKE ALL GOOD COLUMNISTS HE WROTE TO PROVOKE /NE
-ANv AND THE I"ROTHA (E SHOT HIMSELF AT HIS HOME IN %AGAN PIECE ENTITLED h4HE -ACINTOSH )S THE .IGGER OF THE #OMPUTER
-INNESOTA IN *UNE (ED BEEN TREATED FOR DEPRESSION )NDUSTRYv CAUSED A STORM OF PROTEST )N IT ,AIN COMPARED -AC
&RIENDS SAY HE STOPPED TAKING HIS MEDICATION A FEW DAYS BEFORE USERS TO !MERICAS BLACK UNDERCLASS
HIS DEATH ,AIN WAS FOUND BY HIS WIDOW )RMA 4HE COUPLE
HAD NO CHILDREN (IS WRITING EARNED HIM A LARGE AND DEDICATED AUDIENCE ON THE
.ET ! SMALL GROUP OF DETRACTORS EVEN CREATED AN ENTIRE SITE
,AINS DEATH WAS WIDELY DEVOTED TO RIDICULING HIM AND HIS ARTICLES h(IS PASSION SEEMED
MOURNED IN THE ONLINE -AC DISTURBING BUT ALSO FASCINATING TO WATCH FROM A HACK SOCIOLOGI
COMMUNITY (UNDREDS OF CAL PERSPECTIVE v SAID PROGRAMMER -ONTGOMERY 'ABRYS WHO
PEOPLE POSTED MESSAGES OF HELPED CREATE THE 4%-0 SITE h6AULTING COMPUTER USERS TO CIVIL
CONDOLENCE ON FORUMS AT THE RIGHTS MARTYRS WAS PERVERSE ENOUGH TO GRAB OUR ATTENTIONv
-AC /BSERVER -AC!DDICT AND
-AC.. AND EULOGIES HAVE ,AIN OFTEN USED THE -AC PLATFORM AS A WAY OF WRITING ABOUT
BEEN PUBLISHED BY FORMER EDI ISSUES LIKE POVERTY RACISM AND POLITICS (IS COLUMNS WERE
TORS AT !PPLELINKS ,OW %ND OFTEN PREFACED WITH A QUOTE FROM LITERATURE OR POPULAR CULTURE
-AC THE -AC /BSERVER AND &RIENDS SAY ,AIN HAD A MASTERS DEGREE IN %NGLISH LITERATURE AND
-Y-AC h)M AMAZED AT HOW HAD TAUGHT AT UNIVERSITIES IN -ACON 'EORGIA WHERE HE GREW
2DAE NKPD=0K@JAU-*=EJ MANY PEOPLE KNEW HIM v SAID UP AND 3T 0AUL -INNESOTA &OR THE LAST COUPLE OF YEARS ,AIN
REOEPEJCPDAHK?=H LLHA1PKNA FRIEND "ILL &ERGUSON h)M GET WORKED FULL TIME AS A TECHNICAL SUPERVISOR AT 503 "UT EVENINGS
EJDEODKIAPKSJEJ+EJJAOKP= TING EMAILS FROM EDITORS AND AND WEEKENDS HE HAD A SECOND CAREER IN THE -AC SECTION OF
HPDKQCDDA=HS=UOD=@=BQHH READERS EVERYWHERE WHO LOVED VARIOUS COMPUTER SUPERSTORES EARNING A REPUTATION AS A STAR
PEIAFK> *=EJSKNGA@L=NPPEIA HIS WRITINGv SALESPERSON 4HERE ARE REPORTS OF CUSTOMERS LEAVING WITH BAS
EJ?KILQPANOQLANOPKNAOBKNI=JU KET LOADS OF MERCHANDISE h)F ) HAD 2ODNEY ,AINS ) WOULDNT
UA=NOFQOPPKDAHLOAHH+=?O ,AIN AN !FRICAN !MERICAN WAS HAVE TO WORRY ABOUT ANYTHING v ONE OF HIS #OMP53! MANAGERS
, /\Ê," 9Ê"°Ê AN INDEFATIGABLE -AC EVANGELIST TOLD THE 4WIN #ITIES 0IONEER 0RESS
WHO STYLED HIMSELF AS THE hBLACK
'UY +AWASAKIv AFTER !PPLES FOR ,AIN WAS HIRED FULL TIME AT 0OWER /N 3OFTWARE A -AC SOFTWARE
MER PITCH MAN (E GAINED A WIDE AUDIENCE AS A PROLIFIC AND PUBLISHER AFTER ONE OF THE COMPANYS EXECUTIVES SAW THE WAY
PROVOCATIVE -AC PUNDIT )N THE LAST FEW YEARS HE HAD BEEN HE WORKED A CROWD OF SHOPPERS AT #OMP53! h) SAW 2ODNEY
PUBLISHED BY MOST OF THE MAJOR -AC RELATED 7EB SITES INCLUD AND HE WAS SPEAKING WITH A WHOLE GROUP OF CUSTOMERS v SAID
ING !PPLELINKS !PPLELUST ,OW %ND -AC -AC!DDICT AND THE #OREY *OHNSON 0OWER /NS OPERATIONS MANAGER h(E HAD GATH
-AC /BSERVER -UCH OF ,AINS WRITING IS ARCHIVED AT HIS I"ROTHA ERED A CROWD (IS SPEAKING SKILLS WERE SOMETHING TO BEHOLD
7EB SITE (E COULD REALLY KEEP PEOPLES ATTENTION (E WAS SELLING -ACS TO
SEVERAL PEOPLE THERE AT THE SAME TIME
,AIN HELD VARIOUS FULL TIME DAY JOBS BUT FOR SIX YEARS HE ALSO
WORKED PART TIME AT LOCAL COMPUTER SUPERSTORES FOR THE PURE h)T WAS LIKE PREACHING (E WAS PREACHING THE -AC GOSPEL (E
PLEASURE OF PREACHING AND SELLING -ACS FACE TO FACE h4HAT WAS WAS SHOWING THEM THE LIGHT WHICH IS SOMETHING PEOPLE DONT
ONE OF HIS OUTLETS FOR EVANGELIZING THE -AC v SAID FRIEND *UAN GET WHEN THEY GO INTO #OMP53! )T WAS REALLY QUITE SOMETHING
#ABANELA AN ASTROPHYSICS PROFESSOR AT (AVERFORD #OLLEGE IN 7HEN ) SAW THAT ) SAID WE REALLY HAVE TO HIRE THIS GUYv
0ENNSYLVANIA h)T WASNT ABOUT MONEY (E DID IT TO MEET PEOPLE
!FTER WORKING IN TECH SUPPORT AT 0OWER /N FOR ABOUT TWO YEARS -IRED IS THE CREATION OF FIVE "ROWN 5NIVERSITY GRADUATES WHO
,AIN JOINED 503 !T THE SAME TIME HE SOLD -ACS AT "EST "UY LIVE IN .EW 9ORK #ITY 4HEY MET AT "ROWNS INDEPENDENT NEWS
#OMP53! AND -ICRO #ENTER 4WO WEEKS BEFORE HIS DEATH HE PAPER THE )NDY IN THE MID
S -IRED BILLS ITSELF AS A LOWBROW
STARTED A NEW JOB AT !PPLES STORE IN -INNEAPOLISS -ALL OF DIGITAL MAGAZINE OBSESSED WITH HIP
HOP CELEBRITIES SLEAZY
!MERICA A POSITION HE HAD COVETED h(E WILL BE SORELY MISSED POLITICS FAST FOOD AND OF COURSE -ACS
ON THIS EARTH v SAID *OHNSON h(E WAS AN INCREDIBLE TALENTv
(AUSER CAME UP WITH THE -AC#OMMUNIST IDEA AFTER PONDERING
"EFORE HIS ASSOCIATION WITH THE -AC COMMUNITY ,AIN WAS !PPLES 4HINK $IFFERENT ADVERTISING CAMPAIGN WHICH STARRED
ACTIVE IN VARIOUS #HRISTIAN CHURCHES h)VE BEEN A FANATIC v HE COUNTERCULTURE FIGURES LIKE *OAN "AEZ -AHATMA 'ANDHI 4ED
TOLD -INNESOTA 0UBLIC 2ADIO h)VE BEEN A MAINSTREAM CHURCH 4URNER AND #ESAR #HAVEZ h)T WAS MOSTLY COMPRISED OF SUCH
FANATIC )VE BEEN A FRINGE CHURCH FANATIC )VE BEEN ALL OVER THAT TERRIBLY BOURGEOIS ICONOGRAPHY IT GOT ME THINKING ABOUT
STUFF )T HELPS ME UNDERSTAND THIS -ACINTOSH THING TOO ) KNOW THE REAL REVOLUTIONARIES OUT THERE v SAID (AUSER ,IKE A LOT OF
NOT TO TAKE IT TOO SERIOUSLY LIKE SOME OF THE OTHER PEOPLE DO )F PEOPLE AT THE TIME (AUSER
!PPLE WERE TO DIE TODAY )D FIND SOMETHING ELSE TO WRITE ABOUT MADE HIS OWN 4HINK $IFFERENT
POSTERS (E CHOSE -ARX AND
h-AYBE THE -AC IS MY RELIGION v HE ADDED h)N A WAY THIS IS THE &REUD BECAUSE THEY ARE hSTILL
SERVING AND STUFF ) USED TO DO WHEN ) WAS IN THE CHURCH ) WAS
THE TWO MOST UNPOPULAR INTEL
ALWAYS ONE OF THE MOST ACTIVE PEOPLE ALWAYS THE FIRST TO STEP UP LECTUALS OF ALL TIMEv
AND DO SOMETHING )TS NO DIFFERENT NOW !ND ) BELIEVE ) CAN WOR
SHIP 'OD BY JUST HELPING PEOPLE AND THATS WHAT )M DOINGv h4HE MORE ) THOUGHT ABOUT THE
SIMILARITIES BETWEEN LEFT
WING
,AINS FRIEND "ILL &ERGUSON SAID h4HE -AC COMMUNITY GAVE HIM POLITICS AND THE LEFT
COAST
AN OUTLET FOR HIS PREACHING TENDENCIES (E WAS VERY INVOLVED IN COMPUTER PLATFORM THE MORE
THE -AC WORLD (E TOLD ME HE WAS TOO HONEST TO BE A PREACHER A TASTY SYNERGY EMERGED v HE
AND THAT HE LOVED -ACS )T GAVE HIM SOMETHING LARGER THAN SAID )NSPIRED HE DRAFTED THE +=NT=J@+=?O'OPDA+=?PDA
HIMSELF TO HELP HIM DEAL WITH HIS DEPRESSIONv -AC#OMMUNIST MANIFESTO KLEQIKBPDALAKLHA !KJPNKRANOE=H
IN WHICH HE COMPARED -AC ?KHQIJEOP*QG=O&=QOANIETA@
&ERGUSON SAID ,AIN HAD BEEN ON A MANIC
DEPRESSIVE CYCLE FOR USERS TO VICTIMS OF THE S +=?O=J@+=NTEOIEJDEOKJHEJA
A NUMBER OF YEARS 7HEN HE WAS UP HE WAS FRIENDLY SOCIABLE 2ED 3CARE h-AC USERS RESIST +=?!KIIQJEOP?KHQIJO
AND PRODUCTIVE "UT EVERY FEW MONTHS HE WOULD WITHDRAW AND 4HE -AN v HE WROTE h4HERES
,
/\Ê 1 -Ê1-
,
SPEND A WEEK OR SO IN BED h(E HAD PROBLEMS WITH DEPRESSION A REVOLUTIONARY TENDENCY IN
GOING BACK TO HIS YOUTH v SAID &ERGUSON h(IS FATHER ABANDONED DECIDING TO USE THE PROTEST PLATFORM !FTER ALL WHAT !PPLE FAN
THE FAMILY WHEN HE WAS YOUNG (E WAS RAISED IN POVERTY AND HASNT ENVISIONED A UTOPIAN STATE WITH -ACS FOR EVERYONE v
ALWAYS TOLD HE WOULD NEVER AMOUNT TO ANYTHING $ESPITE WHAT
WAS SAID HE DID AMOUNT TO SOMETHINGv )N THE THREE YEARS SINCE (AUSER HAS TAKEN A CONTROVERSIAL STAND
ON ISSUES CLOSEST TO -AC USERS@ HEARTS (ES COMPARED -AC
USERS TO HOMOSEXUALS AND OPINED THAT !PPLES &LOWER 0OWER
-
Ê/
Ê Ê"ÊÊ
" 1 -/ I-ACS ARE hGAYv (E CRITICIZED THE WIDELY LAUDED NEW I-ACS AND
!PPLE 3TORES AND PRODUCED A UNIQUE SHOW FLOOR PHOTO GALLERY
4ECHNOLOGY COLUMNISTS ARENT AS A RULE A CONTROVERSIAL BUNCH FROM THE -ACWORLD IN 3AN &RANCISCO "Y COMPARISON
"UT .EW 9ORK WRITER ,UKAS (AUSER WHO WRITES -IREDS OCCA MOST OTHER PUBLICATIONS FOCUS ON BOOTHS AND PRODUCTS
SIONAL -AC#OMMUNIST COLUMN HAS UPSET MORE THAN HIS FAIR
SHARE OF READERS (AUSER WRITES ABOUT !PPLE AND THE -AC /N THE PLUS SIDEAT LEAST AS FAR AS -AC USERS ARE CONCERNED
WITH A UNIQUE -ARXIST SPIN A WICKED INFLAMMATORY SENSE OF (AUSER REGULARLY REFERS TO $ELLS #%/ -ICHAEL $ELL AS A h4EXAS
HUMOR AND PLENTY OF PROFANITY HICKv AND HIS FIRM AS A hKU KLUX KOMPUTER COMPANYv (E WROTE
AN UNERRINGLY ACCURATE DECONSTRUCTION OF THE COOKIE CUTTER
STORIES ABOUT !PPLE COMMON IN THE TRADE PRESS
h-ACS APPEAL TO SOCIALISTS BECAUSE !PPLE IS THE MODEL OF A INTONED h"UT THE FACT REMAINS THE CHIP INSIDE EVERY NEW
PLANNED ECONOMY v ONE IRATE READER WROTE HIM h4OTALLY ANTI
-ACINTOSH ' IS UP TO TWICE AS FASTv
FREE MARKET NO CLONES .O FREE CHOICE OF -AC SUPPLIERx .O
FREE CHOICE OF HARDWARE CONFIGURATION 9OU GET WHAT THE CENTRAL 4HE ADVERTISEMENT SO ENRAGED 4ODD !RNESON AT THE TIME A
PLANNERS AKA 3TEVE SAY YOU NEED AND DONT ASK FOR NOTHING
YEAR
OLD FAN OF 7INDOWS 0#S THAT HE LAUNCHED )HATEAPPLE
DIFFERENT 9EP !PPLE IS FOR SOCIALISTSv COM A 7EB SITE DEVOTED TO COUNTERING WHAT HE CALLED !PPLES
hPROPAGANDAv 4HANKS TO MENTIONS ON 7EB SITES LIKE #.%4 AND
(AUSER DOES HAVE HIS FANS -IRED WAS THE SUBJECT OF AN ADMIRING A PLETHORA OF OUTRAGED -AC
ADVOCACY SITES )HATEAPPLECOM
REVIEW IN GLOSSY HIP
HOP MAGAZINE 4HE &ADER (AUSERS ANNUAL QUICKLY BECAME ONE OF THE MAJOR BATTLEGROUNDS IN THE hPLATFORM
GUIDE TO .EW 9ORK FOR -ACWORLD ATTENDEES PROMPTED A PROTEST WARSv WAGED ON THE .ET DURING THE LATE S AND EARLY S
FROM A LOCAL RECORD STORE FOR BEING LEFT OUT
4HE PLATFORM WARS WERE AN ESCALATION OF THE NEVER
ENDING
/DDLY -AC#OMMUNIST EARNED (AUSER A LOT OF MONEY $URING ARGUMENT BETWEEN -AC USERS AND 7INDOWS USERS ABOUT WHICH
THE )NTERNET BUBBLE A LOT OF COMPANIES WERE DESPERATE FOR PLATFORM WAS BETTER 4HE WEAPONS OF CHOICE WERE BENCHMARKS
CONTENT FOR THEIR 7EB SITES AND MANY SYNDICATED (AUSERS STATISTICS PRICE COMPARISONS INSULTS FLAMES AND THREATS 4HIS SO
COLUMN &OR A COUPLE OF YEARS SYNDICATION EARNED HIM MORE CALLED INFOWAR WAS CONDUCTED IN MAGAZINES 5SENET NEWSGROUPS
MONEY THAN HIS JOB AS PRINCIPAL OF 0HATINUM A DIGITAL PRODUC
SUCH AS COMPSYSMACADVOCACY AND ALTFLAMEMACINTOSH
TION COLLECTIVE h-AC#OMMUNIST WAS SYNDICATED BY DIM
WITTED INNUMERABLE CHAT FORUMS 7EB SITE MESSAGE BOARDS AND )2#
CONTENT PURCHASERS AT /MNI3KY AND (EWLETT
0ACKARD AMONG CHANNELS /DDLY THE ARGUMENTS WERE OFTEN AS INFLAMMATORY AS
HUNDREDS OF SMALLER 7EB STARTUPS v SAID (AUSER h4HEY WERE DEBATES ABOUT ABORTION GUN CONTROL OR RELIGION
PAYING THOUSANDS OF DOLLARS A MONTH FOR MY DESCRIPTIONS OF
HOW TERRIBLE THESE COMPANIES WERE AND HOW TO DESTROY THEM !PPLE DID ITS PART TO FAN THE FLAMES WITH CALLS TO FIGHT THE
7HAT A BIZARRE ERAv 7INDOWS hHEGEMONYv ON THE POPULAR -AC %VANGE,IST MAILING
LIST &EEDING ON THE CONTROVERSY %PINIONSCOM CREATED A TELEVI
SION AD SHOWING A 7INDOWS 0# FAN BLASTING AN I-AC TO PIECES
**
Ê/
,- AT A FIRING RANGE
)N !PPLE RAN A TELEVISION COMMERCIAL AIMED SQUARELY AT "UT WHILE !PPLE CONTINUES TO PRESS THE ISSUE WITH ITS 3WITCH
ITS COMPETITORS 4HE 4OASTED "UNNY AD AS IT CAME TO BE KNOWN CAMPAIGN WHICH FEATURES DISGRUNTLED 7INDOWS USERS WHO
PORTRAYED ONE OF )NTELS BUNNY
SUITED WORKERS BEING HOSED SWITCHED TO THE -AC A DÏTENTE SEEMS TO HAVE BEEN REACHED
DOWN BY A FIREFIGHTER h!PPLE #OMPUTER WOULD LIKE TO APOLOGIZE AMONG ORDINARY -AC AND 7INDOWS USERS !PPLE
HATING SITES
FOR TOASTING THE 0ENTIUM )) PROCESSOR IN PUBLIC v THE VOICE
OVER HAVE ALL BUT DISAPPEARED -AC /3 8 IS GETTING WIDESPREAD
RESPECT -AC FANS ARE MORE CONFIDENT AND 7INDOWS USERS
APPARENTLY COULDNT CARE LESS WHAT COMPUTERS OTHER PEOPLE USE %VEN -ICROSOFT IS
TRYING TO BE FRIENDLY RUNNING PRINT ADS FOR ITS NEW -AC /FFICE SOFTWARE PORTRAYING
-ACS AND 7INDOWS 0#S AS BEST BUDDIES !PPLES ONE
SIDED BATTLE MAKES IT LOOK
LIKE THE LONE SOLDIER MAROONED ON A FORGOTTEN ISLAND FIGHTING A PRIVATE WAR LONG
AFTER A CEASEFIRE HAS BEEN CALLED
!MONG USERS h-AC OR 7INDOWS v WILL PROBABLY REMAIN ONE OF THE .ETS NEVER
ENDING DEBATES BUT INSTEAD OF INSULTS AND DIATRIBES IT HAS MOSTLY TRANSFORMED
INTO A SOBER RATIONAL DISCUSSION )HATEAPPLECOM FOR EXAMPLE IS NOW A FORUM
KNOWN FOR ITS BALANCED DELIBERATION ON THE PROS AND CONS OF EACH PLATFORM !BOUT
A THIRD OF THE SITES REGULAR VISITORS ARE -AC USERS AND ONE OF THE FORUM ADMINIS
TRATORS REPORTEDLY EVEN USES A -AC 4ALK TOUCHES ON INTERFACE DIFFERENCES SOFTWARE
ISSUES AND GETTING THE MACHINES TO WORK TOGETHER h)T REALLY DOESNT LIVE UP TO ITS
NAME ANYMORE v SAID *ESSE 3TENGEL THE SITES CURRENT 7EB MASTER h) THINK PEOPLE
JUST GOT TIRED OF IT FIGHTING OVER WHAT WAS SILLINESS REALLYv
4HE SAME IS TRUE OF THE 0LATFORM 7ARS MAILING LIST ONCE A HOTBED OF COM
PUTER
CHOICE SKIRMISHES 4HESE DAYS THE MOST HEATED ARGUMENTS ARE BETWEEN
ADVOCATES OF DIFFERENT VERSIONS OF THE -AC OPERATING SYSTEM h&OR A WHILE SOME
OF THE MOST ANIMATED DISCUSSIONS WERE NOT ABOUT -AC VERSUS 7INDOWS BUT -AC
/3 VERSUS -AC /3 8 v SAID LISTMOM "RUCE 'ILES
%VEN 3LASHDOT THE POPULAR ,INUX ADVOCACY SITE WHICH OFTEN ADOPTED A COOL ATTITUDE
TOWARD -AC USERS IS BECOMING A MAJOR -AC HANGOUT 2OB -ALDA ONE OF THE SITES
COFOUNDERS USES A 4ITANIUM 0OWER"OOK THOUGH THE COMPANY CONTINUES TO USE hALL
THE MAJOR OPERATING SYSTEMSv AND 3LASHDOTS !PPLE SECTION IS UPDATED FREQUENTLY
AND GETS HEAVY TRAFFIC h7E HAVE A LOT OF 5NIX USERS ON 3LASHDOT AND /3 8 IS ONE OF
THE BIGGEST THINGS TO HAPPEN TO 5NIX SINCE ,INUX v EXPLAINED -ALDA IN AN EMAIL
,ONGTIME -AC ADVOCATES LIKE !DAM %NGST PUBLISHER OF THE ONLINE -AC MAGAZINE
4ID")43 AGREED THAT THE FEROCITY OF THE FIGHT AGAINST 7INDOWS HAS FADED SIGNIFI
CANTLY h/N THE ONE HAND ) AGREE THAT WEVE SEEN A BIT LESS INVECTIVE THAN BEFORE 2DA+=?!KIIQJEOP*QG=O&=QOAN
BUT ON THE OTHER HAND THE ENTIRE 3WITCHERS CAMPAIGN IS KEEPING THE WHOLE THING HKKGEJCJKPRANU?KIIQJEOP
ON THE FRONT BURNER v %NGST SAID -AC USERS ARE MORE CONFIDENT %NGST SAID AND
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THEY DONT FEEL THE NEED TO DEFEND !PPLE QUITE SO VIGOROUSLY /NE OF THE MOST CONTROVERSIAL PARODIES ON THE SITE WAS A POSTER
NOW THAT THE COMPANY ISNT IN IMMINENT DANGER OF GOING OUT MOCKING !PPLES 4HINK $IFFERENT AD CAMPAIGN WHICH HIGH
OF BUSINESS LIGHTED FAMOUS ICONOCLASTS 4HE PARODY FEATURED !DOLF (ITLER
!RNESON INITIALLY THOUGHT IT WAS FUNNY BUT EVENTUALLY TOOK IT
$HEERAJ 6ASISHTA WHO RUNS FUCK-ICROSOFTCOM ANOTHER DOWN BECAUSE IT WAS JUST A BIT TOO EDGY
PLATFORM
WARS BATTLEGROUND SAID HED SEEN A SHARP DECLINE
IN ANTI
-AC EMAIL AND A SIGNIFICANT DECLINE IN EMAIL FROM !RNESON SAID HE DERIVED GREAT PLEASURE FROM POSTING A NOTE
-ICROSOFTS hAPOLOGISTSv h-ORE AND MORE 7INDOWS USERS ARE DENIGRATING THE -AC PLATFORM AND WATCHING AS HUNDREDS OF ANGRY
STARTING TO SERIOUSLY QUESTION -ICROSOFTS MOTIVES AS WELL AS EMAILS POURED IN !RNESON ESTIMATED HE RECEIVED OR MORE
THE QUALITY OF ITS PRODUCTS v HE SAID IN AN EMAIL h!ND !PPLE TOOK NASTY MESSAGES IN THE FIVE OR SIX YEARS HE WAS AT THE HELM
A LOT OF THE WIND OUT OF ITS CRITICS SAILS WITH THE INTRODUCTION OF
-AC /3 8v 4HE SITE WASNT A 7INDOWS ADVOCACY VEHICLE PER SE LIKE THE
HUNDREDS OF PRO
-AC SITES ON THE 7EB !RNESON SAID HE DOESNT
!ND THEN THERE ARE THE ANTI
!PPLE 7EB SITES WHICH AT ONE KNOW IF SUCH A THING EVEN EXISTS h7HEN YOURE THE BIG GUYS NO
TIME INCLUDED 3MACKINTOSH -ACS 3UCK AND THE 7HY !PPLE ONE NEEDS TO DEFEND YOU v HE SAID !RNESON SAID ZEALOUS -AC
-ACINTOSH #OMPUTERS !RE 7ORTHLESS (OMEPAGE WHICH ARE USERS WERE EASY TARGETS IT DIDNT TAKE MUCH TO GET THEIR BLOOD
NOW MOSTLY GONE !RNESONS )HATEAPPLECOM SITE IS ONE OF THE UP !PPLE AT THE TIME WAS IN FINANCIAL TROUBLE AND THE -AC
FEW THAT REMAIN BUT ITS A SHADOW OF ITS FORMER -AC
BAITING SELF COMMUNITY WAS FEELING VERY VERY THREATENED HE SAID
!T ITS HEIGHT IT ATTRACTED HUNDREDS OF PEOPLE TO AGGRESSIVELY
DEBATE THE PROS AND CONS OF -ACS AND 7INDOWS MACHINES 4HE DOWNSIDE WAS A NUMBER OF DEATH THREATS WHICH HE NEVER
TOOK SERIOUSLY AND A SERIES OF SINISTER LETTERS MAILED TO A
.EEDLESS TO SAY THE DEBATE FREQUENTLY DESCENDED INTO INVEC
POST OFFICE BOX HE USED TO REGISTER THE SITE 4HE LETTERS WOULD
TIVE AND ABUSE PARTLY BECAUSE !RNESON AND THE GROUP OF OCCASIONALLY ARRIVE FROM #ALIFORNIA 4HEY CONTAINED NEWSPAPER
FRIENDS WHO HELPED RUN THE SITE TOOK GREAT PLEASURE IN TAUNTING CLIPPINGS OF AN ADVERTISEMENT FOR A 7INDOWS CONFERENCE OR
-AC FANS WITH INSULTS AND JOKES ABOUT THE -AC PLATFORM h)T TRAINING SEMINAR 4HE CLIPS WERE ACCOMPANIED BY A SARCASTIC
WAS A PROPAGANDA WAR v !RNESON SAID RECENTLY FROM HIS HOME HANDWRITTEN NOTE SIGNED WITH AN ANONYMOUS SMILEY FACE 4HE
IN 'ILBERT !RIZONA A SUBURB OF 0HOENIX h7E WERE JUST SITTING NOTES WERE NEVER OVERTLY THREATENING BUT THEIR CRYPTIC NATURE
AROUND THINKING UP THINGS TO PISS -AC USERS OFF 7E WERE BAIT
REALLY UNNERVED HIM h4HEY SENT A SHIVER UP MY SPINE v HE SAID
ING THEM 7E WERE TROLLSv h) HAD NO CLUE WHAT THEY MEANT
! COMMON THEME WAS THE KID APPEAL OF THE NEW COLORFUL I-AC h7E WERE NEVER TOO SERIOUS ABOUT WHAT WE WERE DOING 7E LIKED
AND I"OOK h!PPLE HAS A NEW NOTEBOOK v RAN A JOKE FROM THE THE ATTENTION 7E MOSTLY DIDNT CARE IF PEOPLE USED A -AC OR NOTv
TIME h)TS AN %TCH ! 3KETCHv
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ATIVE TYPES )N THE SHOWS ORGANIZER )$' ANNOUNCED A
PLAN TO MOVE THE SHOW BACK TO "OSTON IN !PPLE BALKED
#ONFERENCES ARE AN !MERICAN INSTITUTION /STENSIBLY FOR BUSI PLEDGING NOT TO PARTICIPATE IF THE SHOW LEFT .EW 9ORK !PPLE SAID
NESS PEOPLE GET DRUNK HAVE A GOOD TIME AND FOOL AROUND ON IT WOULD CONTINUE EXHIBITING AT THE 3AN &RANCISCO %XPO
THEIR SPOUSES
)N THE 4OKYO SHOW FOLDED AFTER !PPLE DROPPED OUT 4HE
-ACWORLD #ONFERENCE %XPO IS NO EXCEPTION 3INCE THE THREE DAY SHOW HAD RUN FOR YEARS AND YEAR AFTER YEAR
SHOW HAS BEEN HELD TWICE A YEAR IN THE 53IN 3AN &RANCISCO IN ATTRACTED AUDIENCES IN EXCESS OF PEOPLE
*ANUARY AND .EW 9ORK IN *ULY /VERSEAS -ACWORLD SHOWS HAVE
ALSO BEEN HELD IN 4OKYO IN THE SPRING AND &RANCE IN THE FALL 7HEREVER IT IS HELD -ACWORLD IS THE GREAT GATHERING OF THE
-AC CLAN
4HE lRST -ACWORLD SHOWS WERE HELD IN AT 3AN &RANCISCOS
"ROOKS (ALL IN *ANUARY AND IN "OSTON IN THE FALL &OR MANY 4HE SHOW mOOR IS LIKE A ,AS 6EGAS CASINO WITHOUT THE CIGARETTE
YEARS "OSTON AND 3AN &RANCISCO WERE THE SHOWS TRADITIONAL SMOKE LIGHTS DEAFENING NOISE AND RUDE CROWDS OF PEOPLE WHO
VENUES /VER THE YEARS HOWEVER THERE WAS SOME SHUFmING OF CONSTANTLY BUMP EACH OTHER OR CONGREGATE IN THE MOST INCONVE
THE CONFERENCE FROM CITY TO CITY NIENT PLACES USUALLY THE AISLES
)N THE LATE S A ONE
OFF -ACWORLD WAS HELD IN $ALLAS AND 4HE EXHIBITION HALL IS FULL OF COMPANIES CLAMORING FOR ATTEN
THERE WERE A FEW SHOWS IN 4ORONTO )N THE %AST #OAST SHOW TION SHOUTING OVER EACH OTHER TO ATTRACT PEOPLE TO THEIR BOOTHS
ATTEMPTED TO MOVE TO 7ASHINGTON $# TO GO AFTER THE GOVERN
4HEY GIVE OUT TRUCKLOADS OF INEXPENSIVE GIFTS BUTTONS 4
SHIRTS
MENT MARKET AND AGAIN IN -AY AFTER THE 0OWER -AC CAME PENS #$S !TTENDEES lLL THEIR BAGS WITH ALL THE GIVEAWAYS AND
OUT "UT "OSTON A HOTBED OF ACADEMICS AND DEVELOPERS HELD LITERATURE THEY CAN LAY THEIR HANDS ON /UT
OF
TOWNERS CAN BE
SWAY OVER ALTERNATIVE VENUES UNTIL WHEN THE %AST #OAST OVERHEARD DISCUSSING WHERE TO BUY JUMBO
SIZED LUGGAGE FOR ALL
SHOW WAS MOVED TO .EW 9ORK TO FOCUS ON THE "IG !PPLES CRE
THE STUFF THEYVE COLLECTED
,%&4 7/2,$ /& -!#3 -!#7/2,$ #/.&%2%.#% %80/
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/& 4(% 3(/7 $/-).!4%3 4(% -!#7/2,$ 02/#%%$).'3
4(% 02/$5#4 $)30,!9 34!.$3 3(/7. (%2% !2% /&4%.
#2/7$%$ 7)4( '!7+%23 &/52 /2 &)6% $%%0
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-ACWORLD IS A GOOD TIME 0EOPLE ATTEND THE SHOW TO SEE NEW PRODUCTS NETWORK AND MEET OLD FRIENDS 5SER GROUPS HOST BIG DIN
NERS AT LOCAL RESTAURANTS 4HERES A LOT OF JOKING AND HORSING AROUND AND A PALATABLE SENSE OF SOLIDARITY
!NDREW /RLOWSKI A REPORTER WITH THE 2EGISTER HTTPWWWTHEREGISTERCOUK AND A -AC USER LIKENED -ACWORLD TO A NATURISTS
SEMIANNUAL HOLIDAY TO A NUDIST CAMP h!LL YEAR YOURE POKED AND TEASED FOR YOUR WEIRD HABIT v HE WROTE h9OU SUFFER THE SHELVES
OF #OMP53! ARE lLLED WITH NOTHING BUT 7INDOWS STUFF EXCEPT FOR THAT BIT UNDER THE STAIRS MARKED h&REAKSv "UT FOR TWO WEEKS A
YEAR YOURE SURROUNDED BY PEOPLE JUST LIKE YOU %XCEPT THEYRE NOTHING LIKE YOU "UT IT DOESNT MATTERv
! LOT OF BUSINESS IS CONDUCTED BEHIND THE SCENES )N HOTEL SUITES AND IN BOOTHS OFF THE SHOW mOOR COMPANIES DEMONSTRATE NEW
PRODUCTS TO BIG CUSTOMERS AND THE PRESS 4HE PRESS IS PARTICULARLY COURTED %VERYONE WANTS SOME INK 2EPORTERS ARE INVITED TO ALL
THE PARTIES AND GET TO MEET THE TOP EXECUTIVES WHO HAND OUT THEIR BUSINESS CARDS TO EVERYONE IN REACH #ALL THEM AFTER THE SHOW
AND THEY DEFER TO A STONEWALLING 02 TEAM
-OST ATTENDEES DONT GET INVITED TO THE PARTIES &OR THE RANK AND lLE THE HIGHLIGHT OF THE SHOW IS THE KEYNOTE SPEECH DELIVERED IN
RECENT YEARS BY 3TEVE *OBS ! 3TEVE *OBS KEYNOTE HAS TO BE SEEN TO BE BELIEVED 4HEY ARE PURE SHOW BUSINESS ! *OBS KEYNOTE
AT -ACWORLD IS BY FAR THE MOST ENTERTAINING EVENT IN THE TECHNOLOGY INDUSTRY NO ONE CAN EXCITE A CROWD QUITE LIKE HE CAN 4HE
COMMON COMPARISONS TO A ROCK CONCERT ARE APPROPRIATE THE CROWD CHEERS AND APPLAUDS WILDLY WITH EACH DEMONSTRATION OF SHINY
NEW !PPLE TECHNOLOGY
,%&4 4/0 34!.$).' /54 !
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h4HE ENTHUSIASM FOR SOFTWARE AND HARDWARE AT -ACWORLD IS ALMOST TOUCHING v WROTE +ATHARINE -IESZKOWSKI ON 3ALONCOM h4O
MAKE LIGHT OF IT FEELS LIKE SUCKING A SOURBALL AT A CHOCOLATE CONVENTION ITS JUST BESIDE THE POINTv
0EOPLE LINE UP FOR HOURS TO GET IN TO THE KEYNOTE 4HE MOST DEDICATED CAMP OUT ALL NIGHT 4HERES A NEAR STAMPEDE WHEN THE DOORS
ARE THROWN OPEN AND THE CAVERNOUS HALL WHICH SEATS SEVERAL THOUSAND lLLS LIKE A mOOD )N PAST YEARS HUNDREDS HAVE BEEN TURNED
AWAY DISAPPOINTED FROM THE OVERlLLED HALL
7HEN HE STALKS ONSTAGE *OBS IS GREETED WITH WILD APPLAUSE WHICH SOMETIMES GOES ON FOR SEVERAL MINUTES BEFORE HE CUTS IT SHORT
/NE OF HIS BEST ENTRANCES MADE USE OF THE ACTOR .OAH 7YLE WHO PLAYED *OBS IN 4.4S 0IRATES OF 3ILICON 6ALLEY 7HEN 7YLE EMERGED
ON STAGE TO INTRODUCE *OBS MOST PEOPLE THOUGHT IT WAS *OBS HED NAILED HIS MANNERISMS SO WELL
4HE KEYNOTE IS USUALLY WRAPPED UP WITH *OBS TRADEMARK hONE MORE THINGv SHTICK WHEN AS AN APPARENT AFTERTHOUGHT HE INTRODUCES
A MAJOR NEW PRODUCT 4HIS OF COURSE IS WHAT EVERYONES BEEN WAITING FOR *OBS IS PARODYING INFOMERCIALS AND THEIR BREATHLESS
hWAIT THERES MOREv COMMERCIALISM
)N *ANUARY *OBS hONE MORE THINGv WAS THE SLEEK 4ITANIUM 0OWER"OOK ' 7ITHIN MINUTES OF *OBS ANNOUNCING ITS AVAILABILITY
PEOPLE IN THE AUDIENCE WERE ORDERING IT WIRELESSLY FROM !PPLES ONLINE STORE USING THEIR CURRENT LAPTOPS ACCORDING TO REPORTS
7!)4).' 7!)4).' 4/ +),, 4)-%
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3IX MONTHS LATER AT -ACWORLD .EW 9ORK IN *ULY *OBS KEYNOTE WAS A LETDOWN &OR WEEKS RUMOR SITES HAD BEEN PREDICTING HE WOULD
UNVEIL AMAZING NEW HARDWARE SUCH AS mAT
SCREEN I-ACS WIRELESS 7EB PADS OR .EWTON
LIKE HANDHELDS 7HEN THESE TECHNOLOGICAL
MARVELS FAILED TO APPEAR SOME PEOPLE LEFT THE KEYNOTE IN TEARS ACCORDING TO REPORTS !NOTHER GROUP ATTEMPTED TO STORM THE STAGE
AND BUTTONHOLE THE DEPARTING *OBS 4HE REACTION ONLINE WAS VOCIFEROUS 0EOPLE FELT CHEATED
"EFORE THE )NTERNET -ACWORLD WAS THE BEST OPPORTUNITY FOR COMPANIES TO SHOW THEIR PUBLIC FACE AND DEMONSTRATE NEW PRODUCTS
#OMPANIES WERE ESPECIALLY KEEN TO COURT VOLUME BUYERSCORPORATIONS EDUCATION AND GOVERNMENTAND SPARED NO EXPENSE ON
CUSTOM BOOTHS AND LAVISH PARTIES /NE COMPANY BUILT A WORKING WATERFALL INTO ITS BOOTH ANOTHER HAD A THEME PARKnLIKE RIDE TOWER
ING ABOVE THE SHOW mOOR 4HE SIZE OF A COMPANYS BOOTH WAS KEY THE BIGGER THE BOOTH THE MORE SUCCESSFUL THE COMPANY APPEARED
#OMPANIES WOULD SPEND HUNDREDS OF THOUSANDS OF DOLLARS ON BOOTHS EXPENSIVE CUSTOM FAVORS LIKE SWIMSUITS OR UNDERWEAR AND
SUMPTUOUS PARTIES
h4HE PARTIES ALSO REmECTED HOW A COMPANY WAS DOING AND VENDORS MADE SURE THEY HAD PLENTY OF FOOD AND DRINKS FOR ANALYSTS
PARTNERS CUSTOMERS AND THE PRESS v SAID $AVID -ORGENSTERN FORMER EDITOR OF -AC7EEK h!ROUND OR SO *ASMINE A LEADING
HARD DRIVE VENDOR HELD A HUGE PARTY DURING %XPO 4HREE mOORS IN A GALLERIA EACH WITH ITS OWN FOOD SECTION ! BAND OR TWO 4HE
COMPANY WAS HAVING CASH mOW PROBLEMS AND WOULD GO UNDER IN A FEW MONTHS BUT MANAGEMENT COULDNT AFFORD TO GIVE THE WORLD
THE WRONG IMPRESSIONv
",!.+%4 #/6%2!'% $52).' 4(%
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!T AM ON A CRISP *ANUARY MORNING IN #HRISTIAN (UFFMAN AN ENGINEER 7)4( #(2)34)!. (5&&-!. !4 4(%
FROM 3AN *OSE STOOD ALONE OUTSIDE THE -OSCONE #ENTER NEAR DOWNTOWN 3AN &2/.4 /& 4(% ,).% 4/ 3%% 34%6%
&RANCISCO 3TEVE *OBS KEYNOTE SPEECH WOULD START IN SIX
AND
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HALF HOURS AND */"3 4(%9 #!-0%$ /54 !,, .)'(4
(UFFMAN WANTED TO GET A GOOD SEAT 4/ "% !4 4(% &2/.4 /& 4(% ,).%
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(E CHATTED FOR A WHILE WITH A SECURITY GUARD ON A CIGARETTE BREAK !N HOUR LATER
HE WAS JOINED BY -ELODY AND 'LENN "ATUYONG WHOD mOWN UP THAT MORNING
FROM 3AN $IEGO BEARING A HAND
LETTERED h7E LOVE 3TEVE *OBSv SIGN ! BIKE RIDER
PEDALED BY h9OURE MACADAMIA NUTS v HE YELLED (E WORE A HELMET COVERED IN
mASHING LIGHTS
-ORE -AC FANS STARTED TO TURN UP 4HE LINE STEADILY GREW (UFFMAN AND THE
"ATUYONGS SHOOK A LOT OF HANDS AS PEOPLE CONGRATULATED THEM FOR BEING lRST IN
LINE !T ABOUT AM SOMEONE TURNED UP WITH TWO BIG BOXES OF DOUGHNUTS (E
HANDED ONE BOX TO (UFFMAN h0ASS THEM DOWN v HE SAID 4HE OTHER BOX WENT FAR
THER DOWN THE LINE h)TS A -AC COMMUNITY THING v SAID 'LENN "ATUYONG h(E DID
IT JUST TO BE COOLv
0EOPLE GOT OUT THEIR LAPTOPS #HRIS #ATHERTON AND !LEXANDER 0ROFEIT A PAIR OF
YEAR
OLDS STARTED PLAYING 3TARCRAFT WIRELESSLY WITH A COUPLE OF OTHERS IN THE LINE
7HERE THEIR OPPONENTS WERE EXACTLY #ATHERTON AND 0ROFEIT DIDNT KNOW !NDREW
+OSS WHO OWNS A "OSTON RECORDING STUDIO UNPACKED A PORTABLE KEYBOARD
PLUGGED IT INTO HIS -AC DONNED HEADPHONES AND STARTED COMPOSING h)TS BETTER
THAN READING A MAGAZINE v HE SAID
"Y AM THOUSANDS OF PEOPLE STOOD PATIENTLY BEHIND (UFFMAN AND THE
"ATUYONGS 4HE LINE SNAKED OUT OF THE CAVERNOUS -OSCONE COMPLEX AROUND THE
CORNER AND DOWN THE BLOCK (UFFMAN AND THE "ATUYONGS WERE mAGGING JUST A LITTLE
BUT ANTICIPATION WAS BUILDING h4HIS IS MY lFTH -ACWORLD KEYNOTE v SAID (UFFMAN
h)M EXCITED ABOUT IT )M GLAD THE RUMORS ARE ALL OVER THE PLACE 4HERES NOTHING
REALLY CONCRETE THIS TIME NO SECRET DIAGRAMS OR ANYTHING LIKE THAT )TS MORE EXCIT
ING WHEN YOU DONT KNOW WHATS GOING TO HAPPENv
4HE LINE FOR A -ACWORLD KEYNOTE IS UNLIKE ANYTHING ELSE IN THE BUSINESS WORLD
COMPARABLE ONLY TO ROCK CONCERTS OR SPORTS MATCHES IN THE COMPETITION TO GET IN
3INCE WHEN 3TEVE *OBS RETURNED TO !PPLE EVEN THOSE WHO BEGIN QUEUING
IN THE EARLY HOURS ARENT GUARANTEED A SEAT &IVE THOUSANDS SEATS AT A -ACWORLD
KEYNOTE SPEECH GO VERY VERY QUICKLY 4HE CAVERNOUS HALL AT 3AN &RANCISCOS
-OSCONE #ENTER VENUE OF 3TEVE *OBS -ACWORLD KEYNOTE SPEECH USUALLY lLLS
WITHIN MINUTES
h)T WAS LIKE THE FAMOUS 7HO CONCERT IN #INCINNATI IN WHEN PEOPLE GOT TRAM
PLED v SAID (OKE 'REINER A RESTAURANT OWNER FROM 'AFFNEY 3OUTH #AROLINA WHO
WAS CAUGHT IN THE MAD CRUSH TO GET IN FOR *OBS KEYNOTE IN
7", \Ê6
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SECRET PRODUCT PLANS BITCH ABOUT THEIR EMPLOYERS OR DISH DIRT
7HAT DOES -ACWORLD HAVE IN COMMON WITH (AWAII $ISNEYLAND ON THEIR COMPETITORS .ATURALLY THE TIPS WOULD THEN BE REPORTED
,AS 6EGAS OR %UROPE 0EOPLE GO TO THE -ACWORLD TRADE EXCLUSIVELY IN -AC7EEK h)T WASNT A SOIRÏE v SAID FORMER
SHOW ON VACATION ! SURPRISING NUMBER OF PEOPLE TAKE THEIR -AC7EEK EDITOR -ATTHEW 2OTHENBERG h)T WAS A BLOWOUT ! LOT
TWO WEEKS ANNUAL VACATION AT -ACWORLD ONE WEEK IN 3AN OF STRAIGHT
LACED PEOPLE LETTING THEIR HAIR DOWNv
&RANCISCO IN THE WINTER AND A WEEK IN .EW 9ORK IN THE SUMMER
h4HIS IS OUR ANNUAL VACATION v SAID .INA "ENAMI WHO HAD COME 4HE PARTY WAS NAMED IN HONOR OF -AC7EEKS -AC THE +NIFE
FROM #ANADA WITH HER HUSBAND ,IOR TO ATTEND -ACWORLD IN 3AN RUMOR COLUMN /VER THE YEARS THE COLUMN WAS PENNED BY A
&RANCISCO h! LITTLE BIT OF -ACWORLD A LITTLE BIT OF 3AN &RANCISCOv NUMBER OF ANONYMOUS WRITERS WHOSE IDENTITIES WERE CLOSELY
GUARDED AND FREQUENTLY SPECULATED ON
7HILE .INA WAS MORE INTERESTED IN THE CITY HER HUSBAND WAS MORE
INTERESTED IN -ACWORLD h4HIS IS HIS THING v SHE SAID h&OR HIM ,IKE THE NAMES OF THE WRITERS
ITS A DREAM COME TRUE ) WAS A BIT DUBIOUS ABOUT THIS BUT ITS THE LOCATION OF THE PARTY WAS
QUITE EXCITING -Y HUSBANDS NOT ALONE WITH HIS OBSESSION WITH ALWAYS A SECRET 4ICKETS WERE VERY
THE -AC 4HERES LOTS OF THEM AND THEY SEEM LIKE NICE PEOPLEv HARD TO COME BY !TTENDANCE WAS
STRICTLY LIMITED 4HE ONLY RULE WAS
!T -ACWORLD IN .EW 9ORK .ANCY "OOVER AN ELEMENTARY SCHOOL NO MARKETING mAKS OR 02 PEO
TEACHER FROM .EW *ERSEY TOLD 7IRED .EWS SHE WAS ALSO KILL
PLE h7E WANTED THE -AC GEEKS
ING TWO BIRDS WITH ONE STONE h4HIS REALLY IS A LOVELY WAY TO COMING TO THIS v 2OTHENBERG SAID
CHILL OUT v SHE SAID OF THE SHOW h) GET A NICE LITTLE HOLIDAY IN h7E WANTED THE PEOPLE WHO HAD
A HAPPY PLACE ) LEARN A LOT AND ITS A VALID DEDUCTION ON MY THE ON THE LATEST AND GREAT
0!249 (%!249 4(% -!#
TAXES /THERWISE )D NEVER BE ABLE TO AFFORD TO VISIT .EW 9ORK EST IN -AC TECHNOLOGY *UST ADD 4(% +.)&% 0!249 7!3 4(%
#ITYv "OOVER SAID SHE ATTENDS -ACWORLD RELIGIOUSLY FOR REASONS ALCOHOL AND LOUD LIVE MUSICv -/34 5.).()")4%$ 0!249 !4
RANGING FROM hTHE TOTAL CREATIVE INSPIRATIONv TO hITS THE ONLY -OST INVITES WERE GIVEN OUT BY -!#7/2,$ 4(2/7. "9 4(%
TECHIE SHOW THAT YOU CAN MEET GIRLS ATv -AC7EEK REPORTERS WHO OFTEN %$)4/23 /& -!#7%%+ 4(%
DEMANDED A TIP FOR A TICKET )$%! 7!3 4/ ).6)4% ).3)$%23
-ICK -C'EE A GRAPHIC ARTIST FROM -ILWAUKEE SAID h) MET MY 7(/ 7/5,$ '%4 $25.+ %./5'(
WIFE AT -ACWORLD lVE YEARS AGO ) PROPOSED AT -ACWORLD TWO 3OME YEARS RESOURCEFUL PARTIERS 4/ 4!,+ !"/54 !,, 4(% 4().'3
YEARS LATER WE EVENTUALLY CONCEIVED A KID WHILE ATTENDING A WOULD TRY TO PASS OFF FORGED TICK
4(%9 7%2%.4 3500/3%$ 4/
-ACWORLD AND )VE GOTTEN A LOT OF JOBS AT -ACWORLD ) WOULDNT ETS AT THE DOOR 4HERE WERE OFTEN 4!,+ !"/54 #2!)' )3!!#3 !
DREAM OF MISSING A SHOWv ALTERCATIONS WITH BIGWIGS WHO -!# 4(% +.)&% 2%'5,!2
DEMANDED ENTRY h)T WAS A BIT !,7!93 +%04 ()3 -/54( 3(54
,IKEWISE -ARK -ATTENS LIFE REVOLVES AROUND -ACS h) WORK ON MY LIKE GETTING INTO #"'" v RECALLED
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-AC ) MAKE ART AND MUSIC WITH MY -AC AND IN MY SPARE TIME ) PLAY 2OTHENBERG h$OING THE DOOR
GAMES ON MY -AC v SAID -ATTEN A WRITER AND ARTIST FROM &LORIDA WAS ALWAYS A LOVELY SPOT TO HOLD
h!ND OBVIOUSLY ) ALSO CENTER MY VACATIONS ON MY -ACx)M HAVING DOWN )T WAS STRICTLY ONE TICKET PER PERSON 9OUD ALWAYS GET A
AN EXCELLENT TIME ON MY SUMMER VACATION AT -ACWORLDv GROUP OF DRUNKS SAYING @THIS IS THE VICE PRESIDENT OF SALES HES
GOT TO COME IN WITH USv
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Ê
Ê*,/9 5NFORTUNATELY THE PARTY DIED WITH A lZZLE NOT A BANG 7HEN
-AC7EEK KILLED THE -AC THE +NIFE COLUMN IN IT ALSO KILLED
&OR MANY YEARS THE HOTTEST TICKET AT -ACWORLD WAS AN INVITE THE PARTY .OT TO BE DENIED THE BIANNUAL BACCHANAL )LENE (OFFMAN
TO THE -AC THE +NIFE PARTY AN UNINHIBITED BACCHANAL THROWN A CONSULTANT AND EDITOR AT -AC&IX)T HTTPWWWMAClXITCOM
BY THE EDITORS OF -AC7EEK 4HE PARTY WAS CONSIDERED THE MOST TOOK ON THE TASK OF ORGANIZING THE h.OT THE -AC THE +NIFE 0ARTY v
IMPORTANT GATHERING OF THE -ACINTOSH DEVELOPMENT COMMUNITY BUT IT SLOWLY lZZLED OUT
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-!# 42!6%,%2 4!9,/2 "!2#2/&4
30%.4 ! $%#!$% 42!6%,).' 4/
7HO IS THE BIGGEST -AC ECCENTRIC AT -ACWORLD 4HERE ARE A FEW CONTENDERS BUT 4%#( #/.&%2%.#%3 -/34,9
PERHAPS 4AYLOR "ARCROFT TAKES THE TITLE "ARCROFT HAS SPENT THE LAST DECADE VIDEOTAP
-!# 3(/73 4/ 3(//4 6)$%/ /&
ING ALMOST EVERY KEYNOTE SPEECH PRESS CONFERENCE AND BOOTH PRESENTATION GIVEN +%9./4% 30%%#(%3 !.$ 02%
AT THE -ACWORLD TRADE SHOW 3%.4!4)/.3 (% (!3 "/8%3 &5,,
/& 5.%$)4%$ 4!0%3 (% (/0%3
&OR YEARS "ARCROFT HAS CRISSCROSSED THE COUNTRY IN HIS CUSTOM
lTTED 26 /.% $!9 4/ 452. ).4/ ! ()34/29
ATTENDING -ACWORLD CONFERENCES ON BOTH COASTS AND PERHAPS HUNDREDS OF OTHER
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-AC
AND MULTIMEDIA
RELATED TRADE SHOWS IN BETWEEN h)VE ATTENDED SCORES OF
SHOWS A DIFFERENT ONE EVERY WEEK v HE SAID h)TS AMAZING WHAT )VE GONE THROUGH
CONSIDERING ) HAVENT BEEN PAID FOR ITv
3UPPORTED BY AN INHERITANCE "ARCROFT HAS DEVOTED HIS LIFE TO OBSESSIVELY TAPING
SPEECHES CONFERENCE SESSIONS BOOTH PRESENTATIONS AND CONVENTION PARTIES
!LWAYS MANAGING TO SECURE MEDIA CREDENTIALS FOR THE SHOWS HE ATTENDS "ARCROFT
DESCRIBES HIMSELF AS A hMULTIMEDIA HISTORICAL VIDEOGRAPHERv /NE DAY HE HOPES
TO PRODUCE A SERIES OF VIDEOS ABOUT THE HISTORY OF MULTIMEDIA (E CLAIMS TO
HAVE MORE THAN HOURS OF VIDEO STORED IN BOXES AT HIS HOME IN !LTADENA
h!LTADENA IS CLOSE TO 'LENDALE WHERE THE lRST !PPLE STORE OPENED v HE EXPLAINED
"ARCROFT ALSO RENTS A GIANT STORAGE LOCKER lLLED WITH ALL THE PRESS RELEASES MARKET
ING MATERIALS AND FREE SOFTWARE SAMPLES HE HAS ACQUIRED OVER THE YEARS
(OWEVER HE HAS YET TO PRODUCE ANYTHING h) HAVENT EDITED ANY FOOTAGE v HE SAID
h) HAVENT EVEN GONE BACK AND LOOKED AT IT -Y DREAM IS THAT SOMEBODY WILL LIKE IT
AND ORGANIZE AN ARMY OF INTERNS TO PRODUCE A DETAILED LOG OF EVERYTHING AND THEN
DEVELOP SOME REALLY INTERESTING $6$Sv
"ARCROFT IS A CURIOUS MIX BETWEEN A -AC DEADHEAD AN ECCENTRIC AND PERHAPS
A VISIONARY 4ALL AND SLIM HE IS YEARS OLD THOUGH HE LOOKS TEN YEARS YOUNGER
THANKS NO DOUBT TO HIS VEGAN DIET (E HAS TWO BUSINESS CARDS ONE FOR HIS 7EB
SITE &UTURE-EDIAORG WHICH IS EMPTY AND ANOTHER INSCRIBED WITH HIS "UDDHIST
NAME +UNGA
"ARCROFT TALKS IN A BOOMING VOICE OBLIVIOUS TO THE ATTENTION HE ATTRACTS (ES
FRIENDLY AND HAS A SELF
DEPRECIATING SENSE OF HUMOR (IS OUTlT IS CLICHÏ lLM
MAKERA BLACK BERET AND PHOTOGRAPHERS VEST WITH BULGING POCKETS 4HE LOOK IS
UNDERMINED HOWEVER BY THE BATTERED LAUNDRY CART HE PUSHES CONTAINING HIS
EXPENSIVE DIGITAL CAMERA AND TRIPOD ALONG WITH ALL THE STUFF HE COLLECTS
&OR -ACWORLD "ARCROFT PARKS HIS 26 AMONG SOME HOMELESS ENCAMPMENTS UNDER
A FREEWAY mYOVER NEAR 3AN &RANCISCOS -OSCONE #ENTER WHERE THE EVENT RUNS (E
CHOSE THE SPACE BECAUSE IT WAS FREE BUT THE WHITE 4IGER 26 LOOKED INCONGRUOUS
AMONG SHOPPING CARTS AND CARDBOARD SHACKS
4HE VAN IS OUTlTTED WITH AN EXPENSIVE AUDIOVISUAL SYSTEMA mAT
SCREEN 46 IS
MOUNTED ABOVE THE SINK AND ANOTHER UNFURLS FROM THE DASHBOARD #OST ABOUT
)T SPORTS A VANITY PLATE -!# 4)'2 THAT ECHOES THOSE ON HIS TWO OTHER
VEHICLES A &ORD !EROSTAR MINIVAN -!# 34!2 AND A (ONDA DEL 3OL SPORTS CAR
-!# 3/5,
!PART FROM OCCASIONAL WRITING FOR 7EB SITES AND MAGAZINES "ARCROFT DOESNT WORK
&OR YEARS HE WAS SUPPORTED BY A RICH AUNT WHO LEFT HIM AN INHERITANCE WHEN SHE
DIED h)VE BEEN LUCKY v HE SAID h)VE BEEN TOTALED BY THE CRASH THOUGH ) WASNT
PAYING ATTENTION "UT WE DONT WANT TO GET INTO THATv
%VERY YEAR HE ROAMS THE COUNTRY ATTENDING TECHNOLOGY CONFERENCES FOUR OR lVE
CONVENTIONS IN ,AS 6EGAS -ACWORLD IN 3AN &RANCISCO IN *ANUARY AND IN *ULY HE
DRIVES ACROSS COUNTRY TO -ACWORLD IN .EW 9ORK !DD TO THAT SEVERAL CONFERENCES
IN THE ,OS !NGELES AREA A COUPLE IN #HICAGO AND THE OCCASIONAL .EW /RLEANS
.ATIONAL #ABLE CONVENTION h)VE BEEN BACK AND FORTH v HE SAID h)VE PUT SEVERAL
HUNDRED THOUSAND MILES ON THAT !EROSTARv
/F ALL THE SHOWS -ACWORLD IS HIS FAVORITE h) LOVE THE -AC v HE SAID h4HE -AC
IS SO MUCH BETTER FOR MULTIMEDIA THAN 7INDOWSv "ARCROFT SAID HE STILL HAS ALL
-ACS HES EVER OWNED FROM EARLY MODELS TO THE #UBE WHICH HE BOUGHT IN
h)M TOO EMOTIONALLY ATTACHED TO MY -ACS TO SELL THEM v "ARCROFT SAID h3O THEYRE
BEING DONATED TO A PRIVATE MUSEUM IN A FRIENDS BARN IN "OULDER #REEK IN RURAL
NORTHERN #ALIFORNIA v
"ARCROFT GOT HIS lRST -AC IN SHORTLY AFTER THE COMPUTER WAS INTRODUCED AND
STARTED PUBLISHING -AC "RIEFS A MONTHLY NEWSLETTER DETAILING EVERY -AC RELATED
ARTICLE PUBLISHED IN DOZENS OF MAGAZINES NEWSPAPERS AND NEWSLETTERS )T WAS
DURING THIS TIME THAT HE RENTED A BOOTH AT THE EARLY -ACWORLD SHOWS AND DEVEL
OPED HIS LOVE OF TECHNICAL CONFERENCES -AC "RIEFS FOLDED IN SO "ARCROFT GOT
A VIDEO CAMERA AND STARTED lLMING INSTEAD
h) HAVE SOME INCREDIBLE FOOTAGE v HE SAID EXCITEDLY h) WAS IN A JAMMED ROOM FULL
OF PRINT
SHOP OPERATORS WHEN ;PUBLISHING GURU= *ONATHAN 3EYBOLD TOLD THEM THE
)NTERNET IS GOING TO CHANGE EVERYTHING AND THEY HAVE TO SCRAP THEIR BUSINESSES )
!"/6% 4/0 !54%52 "!2#2/&4 WAS THE ONLY ONE IN THE ROOM SHOOTING )VE GOT SOME INCREDIBLE FOOTAGEv
!.$ ()3 02)#%9 6)$%/ 3%450
(% (!3 !,, 4(% ,!4%34 '%!2 !MONG "ARCROFTS OTHER ACCOMPLISHMENTS HE WAS PRESIDENT SELF
PROCLAIMED OF
4(!.+3 4/ !. ).(%2)4!.#% 4(!4 THE h!DAM 5SERS OF !MERICA v A USER GROUP DEVOTED TO AN EARLY HOME COMPUTER
&).!.#%$ ()3 42!6%,3 MADE BY THE MAKER OF THE #ABBAGE 0ATCH $OLLS h) WAS FEATURED IN 53! 4ODAY v
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9Ê , HE SAID h) WAS THE GUY WHO TOLD 53! 4ODAY EVERYTHING THAT WAS WRONG WITH THE
!DAM COMPUTER AND THERE WAS A LOT WRONG WITH ITv
!"/6% "/44/- 2/!2 "!2#2/&43
4)'%2 26 (!3 ! 0%23/.!,):%$ (E HELPED PRODUCE THE lRST COPY OF -ONDO THE INmUENTIAL TECHNO CULTURE
h-!#v 0,!4% 3/ $/ ()3 &/2$ MAGAZINE THAT PRECEDED 7IRED MAGAZINE AND WAS ONE OF THE lRST PEOPLE TO TRY
!%2/34!2 -).)6!. -!# 34!2 TRANSMITTING TEXT OVER 46 A TECHNOLOGY OVERTAKEN BY THE )NTERNET
!.$ (/.$! $%, 3/, 30/243 #!2
-!# 3/5, !LTHOUGH HE WAS MARRIED BRIEmY AND HAD A SON "ARCROFT HAS ONLY RECENTLY
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9Ê , STARTED TO SETTLE DOWN h)VE BEEN DOING THIS SO LONG )M SICK OF IT v HE SAID WITH A
LAUGH h7HEN ) STARTED ) WAS VERY ANAL ) WAS SHOOTING EVERY
*OBS SPEECH HAS BECOME AN ANNUAL PILGRIMAGE FOR )CELANDIC -AC
THING BUT NOW )M LIKE @WHATEVERv "ESIDES HIS GIRLFRIEND A FANS WHO ALSO GET TOGETHER TO WATCH THE KEYNOTE FROM -ACWORLD
(OLLYWOOD COSTUME DESIGNER WONT COME TO TRADE SHOWS 3AN &RANCISCO WHICH IS HELD IN *ANUARY ! FEW YEARS AGO SMALL
h3HES NOT INTO TECHNOLOGY v "ARCROFT SAID h4HERES ONLY SO GROUPS OF )CELANDIC -AC USERS STARTED GATHERING AT EACH OTHERS
MUCH SHE CAN TAKEv HOMES TO WATCH 3TEVE *OBS KEYNOTE SPEECHES 4HEY WERE SO
POPULAR THAT THE !PPLE DEALER STARTED RENTING OUT A SMALL CONFER
h!T A CERTAIN POINT YOU GET BURNED OUT v HE ADDED h)TS NOT AS ENCE ROOM AND A LARGE
SCREEN 46 %VERY YEAR THE EVENTS KEPT
EASY TO SHOOT AS INTENSELY AS ) WAS 9OU REALIZE NO ONE MAY EVER GROWING FROM ABOUT TO PEOPLE -AGNÞSSON ESTIMATED
SEE THIS STUFFv h4HIS YEAR IT HAS GROWN TO A MINI
CONFERENCE v HE SAID
4HE DRIVING FORCE BEHIND THE EVENT IS 3TEINGRIMUR !RNASON
½-Ê"/Ê",Ê
7", A SENIOR PROGRAMMER WITH !PPLE 5MBODID WHO SUPPORTS
)CELANDIC -AC SOFTWARE h!RNASON IS A -AC ZEALOT BUT HE IS ALSO
7HILE THOUSANDS OF -AC FANS GATHER IN HOT SWEATY .EW 9ORK EXTREMELY CONCERNED WITH THE )CELANDIC LANGUAGE v -AGNÞSSON
TO HEAR 3TEVE *OBS KEYNOTE SPEECH AT -ACWORLD %XPO IN A SAID h)CELANDIC IS A HOT ISSUE HERE AS IT SHOULD BE ON THE
REMOTE FROSTY PART OF THE WORLD OPPRESSIVE HUMIDITY ISNT ENDANGERED LANGUAGES LISTv
A PROBLEM )N 2EYKJAVIK )CELANDS CAPITAL CITY HUNDREDS OF
-AC FANS RENT OUT A LOCAL MOVIE THEATER TO WATCH THE SPEECH !RNASON HAS CREATED SOFTWARE TO LOCALIZE POPULAR PROGRAMS
BROADCAST BY SATELLITE 4HE GATHERING ATTRACTS TO -AC FROM !DOBE -ACROMEDIA -ICROSOFT AND OTHERS -AGNÞSSON
FANS FROM THE CITY AND SURROUNDING TOWNS TO 2EYKJAVIKS LARG SAID )CELANDIC HAS SIX SPECIAL CHARACTERS UNIQUE TO THE LAN
EST CINEMA (ASKOLABIO 5NIVERSITY #INEMA 3OME EVEN DRIVE GUAGE AND A FEW SPECIAL REQUIREMENTS THAT PRECLUDE USING
HUNDREDS OF MILES ACROSS THE ISLAND TO ATTEND )NTERNATIONAL %NGLISH VERSIONS OF SOME SOFTWARE -ANY SOFT
WARE COMPANIES IGNORE THE LANGUAGE BECAUSE OF )CELANDS TINY
h4HE ATMOSPHERE IS LIKE A CULT GATHERING v SAID !NDRÏS POPULATION PEOPLE ABOUT LIVE IN 2EYKJAVIK
-AGNÞSSON A YEAR OLD JOURNALIST 02 CONSULTANT AND 7EB 4HE -AC /3 HAS BEEN LOCALIZED FOR )CELAND FOR MANY YEARS -AC
DESIGNER WHO LIVES IN 2EYKJAVIK h4HERE IS A BUZZ IN THE ROOM /3 8 IS STILL BEING TRANSLATED -AGNÞSSON SAID
5SUALLY THE CROWD IS ALMOST GIDDY mUSH WITH EXPECTATIONS AND
THE CONlDENCE OF THE RIGHTEOUSv
*
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7",
!LTHOUGH -AC FANS ALL OVER THE WORLD GET TOGETHER TO WATCH THE
SPEECH BY SATELLITE OR 7EBCAST THIS MAY BE THE ONLY PLACE FANS )N 3OME ,IKE )T (OT *ACK ,EMMON AND 4ONY #URTIS EVADED THE
RENT OUT A LARGE MOVIE THEATER !N !PPLE SPOKESWOMAN SAID SHE -OB BY DRESSING AS CHORUS GIRLS !T -ACWORLD IN *ANUARY
HADNT HEARD OF ANYTHING LIKE IT ,AST YEAR MORE THAN A 7EB SITE EDITOR TRIED TO EVADE THE -AC MOB BY DISGUISING HIS
PEOPLE WATCHED THE KEYNOTE WEBCAST ACCORDING TO !PPLE 7INDOWS NOTEBOOK AS AN !PPLE LAPTOP
4HE CROWD SIPS FREE 4UBORG BEER AND MUNCHES ON COMPLI
"EN 3TANlELD AN EXECUTIVE EDITOR AT -AC3LASH THE -ACINTOSH
MENTARY 3UBWAY SANDWICHES 4HE EVENT IS SPONSORED BY A VERSION OF 3LASHDOT IS AN AVID -AC USER BUT HIS !PPLE LAP
LOCAL !PPLE DEALERSHIP WHICH SETS UP A STAND IN THE FOYER TO TOPA 4ITANIUM 0OWER"OOK 'WAS IN THE SHOP DURING
DEMONSTRATE ITS WARES 4HE GATHERING ATTRACTS THE USUAL CROWD *ANUARY S -ACWORLD %XPO IN 3AN &RANCISCO &ORCED TO
OF -AC USERS GRAPHIC ARTISTS DESIGNERS VIDEOGRAPHERS AND BORROW A FRIENDS 4OSHIBA 3ATELLITE LAPTOP TO COVER THE SHOW
PHOTOGRAPHERS h7HEN *OBS APPEARS ON THE STAGE THERE IS HE TRIED TO DISGUISE IT BY STICKING A LARGE WHITE !PPLE DECAL ON
MUCH CLAPPING AND WHISTLES AND HIS PRESENTATION IS INTERRUPTED THE LID h+NOWING )D GET ENDLESS GRIEF ABOUT IT ) STUCK A WHITE
BY APPLAUSES AND CHEERS WITH THE ODD BOO IF "ILL 'ATES IS MEN
!PPLE DECAL ON THE FRONT OF IT TO LESSEN THE SNIDE COMMENTS v
TIONED v -AGNÞSSON SAID h7HEN THE NEW I-AC WAS UNCOVERED HE EXPLAINED
THERE WAS ONE SHOUT OF @(ALLELUJAHv
"UT -AC USERS ARENT SO EASILY FOOLED 3TANlELD WAS HECKLED
BY THE CROWD WHEN HE PULLED OUT THE LAPTOP TO COVER 3TEVE
4/0 3/-% ,)+% )4 (/4 !.
!44%-04 4/ 3-5'',% ! (!4%$ 0#
).4/ -!#7/2,$ "9 $)3'5)3).' )4
7)4( !. !00,% 34)#+%2 '!2.%2%$
4(% /7.%2 -/2% !44%.4)/. 4(!.
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*OBS KEYNOTE SPEECH ON THE lRST DAY OF THE SHOW h3OME h) DIDNT FEEL THE NEED TO GIVE HIM THE REAL STORY v 3TANlELD SAID
GOOD
NATURED RIBBING AND CATCALLING WENT ON AND THE GUY WITH h) WAS HOPING HED lGURE IT OUT WHEN *OBS DIDNT ANNOUNCE ITv
THE LAPTOP LOOKED KIND OF EMBARRASSED v SAID $AVID %NGSTROM
A SENIOR EDITOR AT -AC3PEED:ONE AND -AC2EVIEW:ONE WHO
WITNESSED THE DECEPTION 7/½-Ê
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½-Ê
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%NGSTROM SAID HE FEARED THE -AC MOB WOULD CHASE 3TANlELD !PPLE USUALLY REVEALS MAJOR NEW PRODUCTS AT -ACWORLD 4O
DOWN AND STONE HIM LIKE A SCENE FROM :ORBA THE 'REEK ,UCKILY MAINTAIN SECRECY SECURITY AT THE !PPLE BOOTH IS ALWAYS VERY
%NGSTROM SAID 3TANlELD WAS SURROUNDED BY GUYS THE SIZE OF TIGHT )N THE PAST !PPLE HAS DRAPED ITS ENTIRE BOOTH IN A GIANT
DEFENSIVE LINEBACKERS h,IKE A 2OMAN COHORT THEY FORMED A
FOOT CURTAIN THAT IS FEET HIGH /NLY A SMALL NUMBER OF VET
PROTECTIVE RING AROUND THEIR BELEAGUERED MEMBER AND MOVED TED !PPLE EMPLOYEES ARE ALLOWED ANYWHERE NEAR IT
HIM OUT OF HARMS WAY v %NGSTROM WROTE ABOUT THE INCIDENT
ON HIS SITE h%NTERING -ACWORLD WITH THE WRONG TECHNOLOGY IS h-ACWORLD IS ONE OF THE MOST SECURE EVENTS IN THE INDUSTRY v
LIKE WANDERING THE #ASBAH WITH MONEY HANGING OUT OF YOUR SAID 2OB 3CHESCHAREG VICE PRESIDENT OF EVENTS FOR )$' 7ORLD
POCKET JUST AINT PRUDENTv %XPO WHICH PUTS ON THE SHOW
.EEDLESS TO SAY 3TANlELD WASNT STONED "UT HIS ATTEMPTS TO !T -ACWORLD 4OKYO IN !PPLE WASNT EXPECTED TO REVEAL
DISGUISE THE MACHINE ONLY MADE PEOPLE MORE CURIOUS 3OME ANYTHING NEW "UT BEFORE THE SHOW OPENED THE COMPANY HAD
THOUGHT THE SILVER AND BLUE COMPUTER WAS A NEW !PPLE LAPTOP A PAIR OF LARGE AND MYSTERIOUSLY SHROUDED BOOTHS IN ITS DISPLAY
YET TO BE RELEASED TO THE PUBLIC h/NE PERSON ACTUALLY BEGGED AREA ON THE EXHIBIT mOOR 4HE DRAPED BOOTHS RESEMBLED SOME
TO HOLD IT AND LOOK AT IT BELIEVING THAT IT WAS A NEW PORTABLE THING FROM A 3TANLEY +UBRICK MOVIE %VEN THE TOPS OF THE BOOTHS
3TEVE WOULD BE ANNOUNCING DURING THE KEYNOTE v 3TANlELD SAID WERE DRAPED IN THICK BLACK MATERIAL PREVENTING WORKMEN ON
h) PLAYED ALONG AND TOLD HIM IT HAD A '(Z ' IN IT AND RAN LADDERS OR LIGHTING GANTRIES FROM PEEKING INSIDE !DDING TO THE
7INDOWS 80 AS WELL AS -AC /3 8v 3TANlELD SAID THE GULLIBLE AIR OF MYSTERY A mUORESCENT GLOW FROM INSIDE THE BOOTHS COULD
FELLOW ACTUALLY BELIEVED HIM BE SEEN WHERE THE CURTAINS MET THE mOOR
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02%3%.4!4)/.3 !00%!23 4/ 3(/7
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%ACH BOOTH WAS UNDER THE WATCHFUL EYE OF A PAIR OF UNIFORMED " -½Ê*"//9Ê "1/
GUARDS STATIONED AT OPPOSITE CORNERS TO GIVE THEM A COMMAND
ING VIEW OF ALL FOUR SIDES .O ONE WAS ALLOWED TO APPROACH THE )N PUBLIC 3TEVE *OBS COMES ACROSS AS SOPHISTICATED AND
BOOTHS WHICH WERE LOCATED ON EACH SIDE OF THE LARGE STAGE URBANE 3O ITS SOMETHING OF A RELIEF TO KNOW THAT IN PRIVATE HE
7HEN APPROACHED ONE OF THE GUARDS SAID HE HAD NO IDEA WHAT SWEARS LIKE A SAILOR
WAS INSIDE "UT HE SAID lRMLY THAT NO ONE WITHOUT A SPECIAL
!PPLE BADGE WAS ALLOWED ANYWHERE NEAR IT !NOTHER GUARD JUST !T A BIG MEETING OF !PPLES RESELLERS AT THE -ACWORLD %XPO
STERNLY SHOOK HIS HEAD WHEN APPROACHED IN !PPLES #%/ 3TEVE *OBS UNEXPECTEDLY DROPPED IN
!CCORDING TO THOSE IN ATTENDANCE THE hGREAT MANv GAVE A SHORT
)N ADDITION THERE WAS A LARGE METAL BOX ON WHEELS AT THE TALK AND THEN TOOK QUESTIONS FROM THE mOOR FOR MORE THAN AN
CORNER OF !PPLES DISPLAY AREA 4HE BOX WHICH APPEARED TO BE HOUR 4HE RESELLERSA BUNCH OF NO NONSENSE BUSINESS TYPES
DESIGNED FOR AIR FREIGHT WAS ALSO WATCHED OVER BY A UNIFORMED WERE IMPRESSED BY HIS CANDOR
GUARD )T WAS ADORNED WITH A PROMINENT RED STICKER THAT READ
h!PPLE "OOTH 3ECRETv *OBS GAVE FRANK AND HONEST ANSWERS TO TOUGH QUESTIONS IN
THIS TIME OF TROUBLE FOR THE COMPANY AND ITS PARTNERS THEY
$ESPITE SOME !PPLE EMPLOYEES FROM !MERICA MILLING AROUND SAID 4HEY WERE ALSO IMPRESSED BY HIS INCREDIBLE POTTY MOUTH
) WAS ABLE TO SNAP A PICTURE BY HIDING BEHIND A STACK OF I-AC %VERY SENTENCE HE UTTEREDEVERY SINGLE ONECONTAINED AN
BOXES ) GOT SOME SUSPICIOUS GLANCES FROM THE !PPLE EMPLOY EXPLETIVE
EES BUT THAT WAS THE ONLY SIGN OF SECURITY AT -ACWORLD 4OKYO
!PART FROM THE SECRET BOOTHS THE ENTIRE SHOW mOOR WAS MORE OR h) WAS SURPRISED v SAID ONE RESELLER WHO ASKED NOT TO BE NAMED
LESS FREELY ACCESSIBLE AND SO WAS A LOT OF EXPENSIVE EQUIPMENT h(E WASNT LIKE HE WAS DURING HIS KEYNOTESv
SCATTERED ABOUT ) WAS ABLE TO FREELY WANDER THE SHOW mOOR ON
THE EVE OF THE CONFERENCE BY SIMPLY SAYING h0RESSv
.O /NE 'ETS )N 7ITHOUT A "ADGE
4HE BOOTHS TURNED OUT TO CONTAIN NEW I0ODS WHICH 3TEVE *OBS
INTRODUCED IN THE SHOWS OPENING KEYNOTE SPEECH %VERYONE NEEDS A BADGE TO GET INTO -ACWORLD EVEN 3TEVE
*OBS !T ONE SHOW IN .EW 9ORK RIGHT AFTER DELIVERING THE OPEN
ING KEYNOTE SPEECH 3TEVE *OBS WAS COLLARED BY A SECURITY
GUARD FOR TRYING TO GET ONTO THE MAIN SHOW mOOR WITHOUT A
BADGE .ATURALLY *OBS TRIED TO EXPLAIN WHO HE WAS
h) DONT GIVE A DAMN WHO YOU ARE v REPLIED THE SASSY .EW 9ORKER .AUERT DRIVES UP TO 3AN &RANCISCO FROM HIS RANCH IN -ALIBU
h.O ONE GETS IN WITHOUT A BADGEv PAYS FOR AN EXPENSIVE HOTEL ROOM AND PARKS IN THE HOTEL LOT
(E USES THE ROOM TO TAKE A SHOWER AND GO TO THE BATHROOM
!FTER SOME DISCUSSION WITH HIS GROUP WHICH INCLUDED THE BUT HE SPENDS THE NIGHT IN THE CAR h) CANT LEAVE HER ANYWHERE v
SINGER AND DANCER 'REGORY (INES AND AN UNSUCCESSFUL ATTEMPT HE EXPLAINED ABOUT THE DOG A YEAR OLD 7EIMARANER CALLED
TO SNEAK BY THE GUARD *OBS WAS FORCED TO RETREAT AND BORROW 6ALENTINA h)VE TRIED ALL KINDS OF DIFFERENT THINGS )VE TRIED LEAV
A LACKEYS BADGE (E STAYED ONLY A MINUTE OR TWO BEFORE LEAV ING HER WITH THE NEIGHBORS BUT SHE JUST HOWLSv $URING THE DAY
ING FOR HIS mIGHT BACK TO #ALIFORNIA -EANWHILE THE GUARD GOT A WHILE HE TOOLS AROUND AT -ACWORLD 6ALENTINA STAYS IN THE CAR
ROCKET FROM UNHAPPY SUPERIORS OR SO THE STORY GOES 3HES QUITE HAPPY .AUERT SAID
.AUERT IS A PART TIME -ACINTOSH CONSULTANT OFFERING COMPUTER
" Ê/ Ê -/
Ê/"Ê /Ê/"Ê
7", ADVICE TO HIS FRIENDS IN THE MUSIC AND lLM INDUSTRIES SOME OF
WHOM ARE PRETTY FAMOUS -ARK (AMILL $ARYL (ANNAH BUT HES
&OR THREE YEARS IN A ROW 2ANDY .AUERT ATTENDED -ACWORLD NEVER SENT THEM A BILL HE SAID (ES ALSO ACTIVE IN THE #AMARILLO
WITH HIS DOG BUT HAD TROUBLE lNDING A HOTEL THAT WILL ALLOW THE 6ENTURA -ACINTOSH 5SER 'ROUP AND FRIENDLY WITH SOME !PPLE
ANIMAL TO STAY IN HIS ROOM 3O .AUERT WHOS HAD A COLORFUL AND EXECUTIVES
VARIED CAREER IN THE MUSIC AND lLM INDUSTRIES SLEPT IN HIS CAR
WITH THE DOG
/.% -!. !.$ ()3 $/' -53)#)!. 2!.$9 .!5%24 "2).'3
()3 $/' 6!,%.4).! 4/ -!#7/2,$ %6%29 9%!2 !.$ 3,%%03
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.AUERT GOT HIS START IN THE MUSIC BUSINESS AS A MEMBER OF BAND 4HE 3CORPIONS BUT HE SPENDS MOST OF HIS TIME HANGING
4HE #HALLENGERS THE SURF GROUP THAT HELPED POPULARIZE SUCH OUT AT HIS -ALIBU RANCH h3O WHAT EXACTLY DO YOU DO FOR A LIV
HITS AS h7IPE /UTv 4HE BAND WENT THROUGH VARIOUS INCARNA
ING v HIS 7EB SITE ASKS h.OTHING EXACTLY "UT ) DO FOLLOW @THE
TIONS EVENTUALLY RECORDING ALBUMS UNDER DIFFERENT NAMES INSPIRATION AND HAVE BEEN ABLE TO SURVIVE AND ENJOY LIFEv
AND RECORDING CONTRACTS .AUERT SAID HE MET 2AVI 3HANKAR THE
FAMOUS SITAR PLAYER AND WAS INVITED TO )NDIA WHERE HE SPENT )N HE DEVISED A NEW PLAN FOR BRINGING HIS DOG TO THE SHOW
TIME WITH 'EORGE (ARRISON (ES PUT 6ALENTINA IN A HARNESS THAT IDENTIlES HER AS A SERVICE
DOG 5NDER THE LAW 6ALENTINA IS SUPPOSED TO BE ALLOWED ANY
2ETURNING TO THE 5NITED 3TATES .AUERT REENTERED THE MUSIC BUSI
WHERE HER OWNER GOES INCLUDING HOTEL ROOMS
NESS AS A MANAGER AND MUSIC PUBLISHER BECOMING INVOLVED HE
CLAIMED IN THE CAREERS OF SOME OF THE ERAS MOST FAMOUS ART
.AUERT BOOKED INTO A FANCY HOTEL AND WAS TOLD THE DOG WOULD
ISTS INCLUDING "OB $YLAN *IMI (ENDRIX *ANIS *OPLIN 4HE "AND BE NO PROBLEM AS LONG AS HE HAD SOME PAPERWORK WHICH HE
0ETER 0AUL -ARY THE "EACH "OYS AND THE 2OLLING 3TONES DIDNT HAVE ,UCKILY THE HOTEL ACCEPTED THE SHEAF OF )NTERNET
AMONG MANY OTHERS PRINTOUTS .AUERT MADE EXPLAINING THE LAW
(E ALSO WORKED IN lLM HE SAID ACTING AS ASSOCIATE PRODUCER .AUERT AND 6ALENTINA VOLUNTEER FOR ARSON WATCH IN -ALIBUS
OF THE /SCAR
WINNING DOCUMENTARY "ROKEN 2AINBOW lRE
PRONE CANYONS WHICH IS HOW .AUERT GOT THE HARNESS (E
AND AS MUSIC SUPERVISOR FOR AN !NTONIONI lLM :ABRISKIE 0OINT REFUSES TO WEAR DARK GLASSES TO MAKE HIM LOOK BLIND OR PULL ANY
-EANWHILE HE BUILT A HANDFUL OF HOUSES IN -ALIBU INCLUDING OTHER KIND OF DECEPTION h) SHOULDNT NEED TO MAKE AN EXCUSE v
THE ONE WHERE HE NOW LIVES h4HE DAMN HOUSE IS NOTHING BUT HE SAID h3HES A SERVICE DOG 3HE NEEDS TO BE WITH HER TRAINERv
GOLD RECORDS ON THE WALLS v SAID *OHN "ASS AN EDITOR AT #..S
,OS !NGELES BUREAU WHO HAS KNOWN .AUERT FOR YEARS h(IS 0ERHAPS THE FARTHEST
mUNG -ACWORLD ATTENDEE IS 2AENA !RMITAGE
PICTURE IS ON THE FREAKIN COVER OF 3ERGEANT 0EPPERS ,ONELY A SELF
CONFESSED h-AC GEEKv WHO mEW HALFWAY AROUND THE GLOBE
(EARTS #LUB "ANDv FROM 4ASMANIA TO ATTEND THE SHOW
4HESE DAYS IN ADDITION TO SERVING AS A FREE CONSULTANT TO THE !RMITAGE A
YEAR
OLD COMPUTER TECHNICIAN FOR AN !USTRALIAN
STARS .AUERT IS THE UNOFlCIAL 53 MANAGER OF THE 'ERMAN ROCK GOVERNMENTnSPONSORED SCIENTIlC RESEARCH CENTER IS ALSO VISITING
+)7) !44%.$%% 2!%.! !2-)4!'%
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OLD PHOTOJOURNALIST WHO LIVES IN /HIO
"UT INSTEAD OF SPENDING HER TWO
WEEK VISIT IN -ILLERS HOMETOWN OF 3ANDUSKY
/HIO THE COUPLE DECIDED TO COVER -ACWORLD FOR THE -AC /BSERVER A -AC
ORIENTED
NEWS SITE 4HE COUPLE MET AND HAVE BEEN hDATINGv FOR ABOUT MONTHS THROUGH
THE SITES FORUMS -ILLER mEW OUT TO VISIT !RMITAGE IN 4ASMANIA LAST *UNE
h)M REALLY REALLY HAPPY TO BE HERE AND SEE SO MANY -AC GEEKS TOGETHER v !RMITAGE
SAID OF -ACWORLD h7E JUST DONT HAVE THEM ;IN 4ASMANIA= ) CAN COUNT THEM ALL ON
THE lNGERS OF ONE HAND !LL MY GEEK FRIENDS ARE 0# GEEKSv
h)M GLAD ;HER FRIENDS USE 0#S= v CHIMED IN -ILLER h3HE WOULDNT HAVE SPENT SO
MUCH TIME ON THE -AC /BSERVERv
-ACS ARE THE COUPLES hCOMMON LANGUAGE v !RMITAGE SAID h7E DO DIFFERENT
THINGS WE LIVE IN DIFFERENT COUNTRIES v SHE ADDED h4HIS IS THE lRST THING WE HAVE
TO SHAREv
!CCORDING TO )$' 7ORLD %XPO WHICH ORGANIZES -ACWORLD THE SHOW ATTRACTS VISITORS
FROM TO DIFFERENT COUNTRIES h4HE MAJORITY ARE FROM THE 53 v A SPOKESPERSON
SAID hBUT WE HAVE SOME REALLY INTERESTING VISITORS FROM FAR mUNG PLACESv
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)F YOU THOUGHT 53 AND %UROPEAN -AC USERS WERE NUTS ABOUT THEIR -ACS
THEYRE NOTHING COMPARED TO THE *APANESE *APANESE -AC USERS ARE ABSOLUTELY
BONKERS ABOUT THEIR MACHINES 4HE MOST OBSESSED ARE KNOWN AS h-AC OTAKU v A
TERM TAKEN FROM FANS OF *APANS SEXUALLY EXPLICIT HYPER
VIOLENT MANGA COMICS
!N OTAKU IS A FANATIC WHO KNOWS EVERY DETAIL OF THEIR ADOPTED HOBBY 2OUGHLY
TRANSLATED A GEEK
4AKE FOR EXAMPLE -ITSUAKI /HASHI A SELF CONFESSED -AC OTAKU WHO HAS CREATED
DOZENS OF DINKY REPLICAS OF MOST !PPLES MORE RECENT MACHINES OUT OF PAPER (E
HAS MODELED ALL THE FLAVORS OF THE I-AC INCLUDING THE FLAT SCREEN I-AC AND DOZENS
OF DESKTOPS AND PORTABLES 3EE #HAPTER h0APER -ACSv
-AKING PAPER -ACS IS JUST ONE OF THE UNIQUE TWISTS OF *APANESE -AC CULTURE
*APANESE -AC USERS ARE ALSO GENERALLY MORE TECHNICAL THAN 53 -AC USERS AND
THERES A STRONG HACKER ETHIC THAT SEEMS TO HAVE LARGELY DISAPPEARED FROM THE 53
AND %UROPEAN -AC SCENES
5SER GROUPS ARE ALSO IMPORTANT IN *APAN *APANESE CULTURE ENCOURAGES MANY
ACTIVITIES TO BE CONDUCTED IN GROUPS )TS CONSIDERED WEIRD FOR EXAMPLE TO TAKE A
SOLO VACATION (ENCE THERE ARE ALL KINDS OF CLUBS INCLUDING REGIONAL USER GROUPS
AND GROUPS DEVOTED TO PARTICULAR MACHINES OR TECHNOLOGIES
*APAN IS !PPLES SECOND
LARGEST MARKET OUTSIDE THE 5NITED 3TATES !PPLES MARKET
SHARE IN *APAN IS SIMILAR TO IN THE 53 !PPLE HAD A PERCENT SHARE OF THE TOTAL
*APANESE 0# MARKET IN AND IT IS THE TENTH LARGEST COMPUTER MANUFACTURER
IN *APAN !PPLE IS PARTICULARLY STRONG IN CONSUMER AND GRAPHIC ARTSnRELATED MAR
KETS $40 DESIGN AND MUSIC !PPLE HAS A PERCENT SHARE OF THE HOME MARKET
ACCORDING TO )$# *APAN )N ONE STRANGE QUIRK -ACS ARE PARTICULARLY POPULAR WITH
DOCTORS WHO IMPORTED A LOT OF THE MACHINES IN THE LATE S AFTER SEEING THEM
AT INTERNATIONAL MEDICAL CONFERENCES ACCORDING TO .OBUYUKI (AYASHI A FREELANCE
WRITER FOR *APANESE -AC MAGAZINES
!S IN THE 53 THE -ACWORLD TRADE SHOW IS THE BIG GATHERING OF !PPLE FANS )N
FACT THE 4OKYO -ACWORLD TRADE SHOW IS THE BIGGEST GATHERING OF -AC FANS IN THE
WORLD (ELD AT THE ULTRAMODERN h"IG 3IGHTv )NTERNATIONAL #ONVENTION #ENTER THE
SHOW ATTRACTS MORE THAN *APANESE -ACINTOSH USERS !TTENDANCE IS ALMOST
DOUBLE THE 53 -ACWORLD %XPOS IN 3AN &RANCISCO AND .EW 9ORK
$ESIGN IS ALSO IMPORTANT TO *APANESE -AC USERS SOMETHING THAT !PPLE EXCELS
AT 4HERES A WORD IN *APANESE THAT DESCRIBES SOMETHING NEVER DONE BEFORE
SOMETHING TOTALLY NEW AND TOTALLY AMAZING KAKKITEKI !CCORDING TO THE DICTIONARY
DEFINITION THE WORD LITERALLY MEANS hEPOCH MAKING v BUT ITS A COMMON TERM OFTEN
APPLIED TO NEW PRODUCTS OR THINGS LIKE (OLLYWOODS SPECIAL EFFECTS 4ERMINATOR
WAS DESCRIBED AS KAKKITEKI !PPLES FLAT
SCREEN I-AC IS ALSO KAKKITEKI 7ITH ITS FLAT
SCREEN AND ROUNDED BASE THE *APANESE THINK IT IS TRULY EPOCH WANT TO OPEN IT UP AND TOUCH THE MOTHERBOARD "UT THEY DONT
MAKING COMPUTERS WILL NEVER BE THE SAME AGAIN WANT TO OPEN UP THEIR OWN MACHINE BECAUSE OF THE WARRANTYv
4HANKS TO THE KAKKITEKI FACTOR THE FLAT
PANEL I-AC IS ATTRACTING
MORE *APANESE WOMEN TO THE PLATFORM ACCORDING TO REPORTS
7", Ê/" 9"
-ANAMI 3HIMOMURA A
SOMETHING PIANO TEACHER FROM +YOTO
TOLD -AC$IRECTORY THAT THE I-AC GREATLY APPEALED TO STYLE
"EFORE IT WAS CANCELED IN -ACWORLD 4OKYO WAS THE BIG
CONSCIOUS WOMEN COMPUTER BUYERS h!FTER THE I-AC ARRIVED SO GEST -ACINTOSH CONVENTION IN THE WORLD WITH ALMOST DOUBLE
MANY GIRLS STARTED APPEARING IN THE COMPUTER SHOPPING DISTRICT v THE ATTENDEES OF THE 53 -ACWORLD %XPOS IN .EW 9ORK AND 3AN
SHE TOLD THE MAGAZINE h4HE I-AC WAS SO CUTEv &RANCISCO
*APANESE -AC USERS KNOW THE SPECS OF ALL THE MACHINES AND 4HE SHOW WHICH RAN FOR YEARS REGULARLY DREW IN EXCESS
LOVE TO TAKE THEM APART 4ROUBLE IS MESSING WITH THE INNARDS OF ATTENDEES )N -ACWORLD 4OKYO CELEBRATED ITS
VOIDS A MACHINES WARRANTY 3O AVERAGE USERS LEAVE THEIR -ACS BIGGEST AUDIENCE TO DATE -ACINTOSH FANS TURNED OUT
ALONE AND HAVE THE COMPUTER MAGAZINES DO IT FOR THEM 4HERE LARGELY BECAUSE THE SHOW COINCIDED WITH A NATIONAL HOLIDAY
ARE SIX OR SEVEN *APANESE -ACINTOSH MAGAZINES ON THE MARKET
AND EVERY REVIEW OF EVERY PRODUCT INCLUDES A DETAILED BREAK
-ACWORLD 4OKYO WAS HELD OVER THREE DAYS IN ONE OF THE CAVERN
DOWN OF THE PRODUCTS INTERNAL COMPONENTS 4HERE IS ALMOST OUS HALLS AT THE ULTRAMODERN "IG 3IGHT )NTERNATIONAL #ONVENTION
ALWAYS A DETAILED SET OF PHOTOS DOCUMENTING THE INNARDS OF A #ENTER WHICH IS LOCATED ON A RECLAIMED ISLAND IN 4OKYO "AY 4HE
PIECE OF DISMANTLED HARDWARE "IG 3IGHT CENTERS ARCHITECTURE RESEMBLES ONE OF THE TERRAFORM
ING PLANTS IN THE MOVIE !LIENS
! RECENT EDITION OF THE POPULAR -AC 0OWER FEATURES A REVIEW OF
THE FLAT
PANEL I-AC FEATURING SIX PAGES OF GLOSSY FULL
COLOR PHO
!LTHOUGH THE NUMBER OF VISITORS WAS DOUBLE THE 53 SHOWS
TOGRAPHS OF ITS INTERNAL COMPONENTS INCLUDING A DETAILED MAP THE NUMBER OF EXHIBITORS WAS ABOUT HALF 4HE CONFERENCE DREW
OF THE MACHINES CIRCULAR MOTHERBOARD h%VERY -AC THAT COMES THE USUAL CROWDS OF DESIGNERS ARTISTS FILMMAKERS AND MUSI
OUT WE TAKE APART v SAID .OBUYUKI (AYASHI A VETERAN FREELANCE CIANS AND BOY DID THEY LOOK GOOD #ONTRARY TO 7ESTERN CLICHÏ
WRITER FOR MANY *APANESE -AC MAGAZINES h)N *APAN A REVIEW DRESS
WISE THE *APANESE ARE ANYTHING BUT CONFORMIST 4HERES
OF A -ACINTOSH ISNT COMPLETE UNTIL WE BREAK IT APARTv %VEN A A VAST ARRAY OF DIFFERENT STREET STYLES AND THE CROWD DRAWN TO
REVIEW OF THE 0OWER-ATEA SIMPLE VOLUME KNOBINCLUDES -ACWORLD WAS YOUNG AND HIP
PICTURES OF ITS INTERNAL COMPONENTS )T DOESNT HAPPEN WITH 0#
MAGAZINES (AYASHI SAID 4HERE ARE SO MANY DIFFERENT COMPO
7HEREAS -ACWORLD 3AN &RANCISCO IS GEEKY AND .EW 9ORK A
NENTS AND CONFIGURATIONS THE EXERCISE IS MEANINGLESS LITTLE LESS SO -ACWORLD 4OKYO WAS FULL OF WELL
DRESSED WELL
GROOMED STYLE
CONSCIOUS YOUNG PEOPLE 3OMETIMES IT LOOKED
-AC 0OWER EMPLOYS THREE FULL
TIME WRITERS JUST TO ANALYZE THE MORE LIKE A RAVE OR A FASHION SHOW THAN A COMPUTER CONVEN
INTERNAL COMPONENTS OF PRODUCTS THAT CROSS THE REVIEW DEPART
TION 4HERE WAS A NERD FACTOR OF COURSE BUT THE DOMINANT LOOK
MENTS DESK (AYASHI SAID h*APANESE AND 'ERMAN -AC USERS WAS COOL 4OKYOS UBIQUITOUS SALARYMEN AND OFFICE LADIES WERE
ALL WANT TO KNOW WHATS INSIDE THE MACHINE v HE SAID h4HEY ALL SPARSELY REPRESENTED
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&OR THE PAST FEW YEARS !PPLE #%/ 3TEVE *OBS DELIVERED THE OPENING KEYNOTE
ADDRESS AT -ACWORLD 4OKYO -AJOR NEW PRODUCTS WERE NOT USUALLY ANNOUNCED
AT THE SHOWTHATS RESERVED FOR THE 53 -ACWORLDSSO -AC FANS WERE MOSTLY
CURIOUS ABOUT WHETHER OR NOT *OBS WOULD WEAR A SUIT )N *OBS DISPENSED
WITH HIS TRADEMARK JEANS AND BLACK TURTLENECK FOR BUSINESS ATTIRE )T WAS A CHANGE
OF HABIT THAT MADE MORE OF AN IMPRESSION THAN THE "LUE $ALMATIAN AND &LOWER
0OWER I-ACS HE INTRODUCED
*OBS PICKED AN AUSPICIOUS TIME TO COME TO 4OKYO IN 4HE %XPO COINCIDED
WITH ONE OF THE BIGGEST AND HAPPIEST FESTIVALS IN THE *APANESE CALENDAR HANAMI
THE FESTIVAL OF hLOOKING AT THE FLOWERSv 4HE FESTIVAL CHANGES ITS DATE EVERY YEAR
OCCURRING ON DIFFERENT DATES IN DIFFERENT REGIONS DEPENDING ON WHEN THE CHERRY
BLOSSOMS BLOOM &OR WEEKS BEFORE THE FESTIVAL *APANESE METEOROLOGISTS INCLUDE A
BLOSSOM REPORT ON THE EVENING WEATHER FORECAST TO HELP PEOPLE PLAN FOR HANAMI
4HANKS TO UNSEASONABLY WARM WEATHER 4OKYOS FAMOUS CHERRY BLOSSOMS
BLOOMED EARLY JUST IN TIME FOR THE %XPO 4HE VAST ULTRAMODERN MEGACITY WAS
AWASH WITH DELICATE PINK FLOWERS -ANY SHOPS AND RESTAURANTS WERE DECORATED
WITH SPRIGS OF FAKE BLOSSOMS MADE FROM SILK $URING THE FESTIVAL MOST OF 4OKYO
TAKES TO THE CITYS PARKS WITH A BLANKET A PICNIC BASKET AND LOTS OF BEER AND SAKE
3ITTING UNDER THE BLOSSOMS WITH A GROUP OF FRIENDS PEOPLE TEND TO GET A LITTLE
DRUNK AND SING KARAOKE
"ECAUSE OF HANAMI THE OPENING DAY OF -ACWORLD 4OKYO WAS PARTICULARLY WELL
ATTENDED (OWEVER THE RESPONSE TO 3TEVE *OBS KEYNOTE SPEECH WAS SURPRISINGLY
FROSTY 3ITTING AS IMPASSIVELY AS %ASTER )SLAND STATUES THE AUDIENCEMAYBE
PEOPLEWAS STONILY UNMOVED BY DEMONSTRATIONS OF MAGICAL TECHNOLOGY LIKE
"LUETOOTH OR AMUSING I-AC 46 ADVERTISEMENTS "Y CONTRAST 53 AUDIENCES ARE
RIOTOUS CLAPPING CHEERING AND WOLF
WHISTLING AT REGULAR INTERVALS
(OWEVER MOST OF THE AUDIENCE LISTENED TO A TRANSLATION OF *OBS SPEECH THROUGH
WIRELESS HEADPHONES AND THERE WAS A LAG (AD THEY APPLAUDED THEY WOULD HAVE
INTERRUPTED *OBS WHICH WOULD HAVE BEEN IMPOLITE 7HEN *OBS SHARED THE STAGE
WITH A COUPLE OF *APANESE #%/S TALKING ABOUT THEIR PRODUCTS IN *APANESE THE
AUDIENCE SPRANG TO LIFE LAUGHING AND APPLAUDING
*OBS MOTORED ON OBLIVIOUS (AD HE PAUSED OCCASIONALLY THE AUDIENCE COULD
HAVE SHOWN ITS APPRECIATION 4HE SAME PHENOMENON IS DEMONSTRATED EVERY DAY
ON 4OKYOS ROADWAYS %VEN THOUGH EVERYONE DRIVES LIKE A .EW 9ORKER THERES NO
HONKING OF HORNS )TS CONSIDERED BAD MANNERS
)NSIDE THE EXHIBITION HALL THE SHOW WAS MUCH LIKE ITS 53 COUNTERPARTS 4HE HALL
WAS DIVIDED INTO BOOTHS STAFFED BY A LARGE NUMBER OF GLAMOROUS hCAMPAIGN
LADIESv HIRED MODELS AND ASPIRING ACTRESSES WHO SPEND MOST OF THEIR TIME POSING
FOR PHOTOGRAPHS
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! SMALL NUMBER OF -ACWORLD 4OKYO ATTENDEES PREFERRED TO BE USER GROUPS FOCUS ON A PARTICULAR TECHNOLOGY OR PRODUCT LIKE
SQUIRED AROUND THE SHOW FLOOR AS A GROUP RATHER THAN WANDER (YPER#ARD 0ARK THE 1UICK4IME 5SERS 'ROUP AND THE I-AC
AROUND ON THEIR OWN #ATERING TO THIS CROWD I4OURS OFFERED 5SER 'ROUP 3OME OF THE MOST DEDICATED GROUPS ARE DEVOTED
A GUIDED GROUP TOUR OF THE %XPO EVERY HOUR OR SO 4HE TOUR TO MOBILE TECHNOLOGY SUCH AS THE 0OWER"OOK !RMY THE
LEADER HELD ALOFT A CARDBOARD SIGN ON A POLE %VERY TIME THE 0OWER"OOK /WNERS #LUB AND THE .EWTON *APAN 5SER 'ROUP
GROUP CAME TO A BOOTH WITH SOMETHING TO GIVE AWAYA PEN A
4 SHIRT A BASEBALL CAPTHE GROUP PLAYED ROCK PAPER SCISSORS 4HE 0OWER"OOK !RMY IS MORE OF A 7EB PUBLISHING RING THAN A
TO SEE WHO GOT IT %VERYONE GATHERED AROUND TO PLAY THE TOUR USER GROUP -EMBERS RUN A POPULAR MAILING LIST AND THE GROUPS
LEADER 7HOEVER BEAT HIM GOT TO PLAY THE OTHERS UNTIL THE WINNER CENTRAL 7EB SITE HTTPWWWPOWERBOOKORG IS A JUMPING OFF
WAS CHOSEN )T WAS A SMALL GROUP SO THE WINNER WAS USUALLY POINT FOR SPECIALIST SITES RUN BY THE 0OWER"OOK !RMYS hOFFICERSv
SELECTED WITHIN A COUPLE OF ROUNDS
/F THE OR SO PEOPLE WHO MAINTAIN 7EB SITES DEVOTED TO
!T THE BACK OF THE HALL 2OCHAMBEAU WAS PLAYED ALL DAY &IFTY 0OWER"OOKS MANY ARE SPECIALISTS IN DIFFERENT OFTEN NARROW
TO PEOPLE GATHERED AROUND WHILE AN ANNOUNCER ON STAGE NICHES /NE IS EXPERT IN MAINTENANCE ISSUES LIKE MENDING
YELLED INTO A MICROPHONE ! COUPLE OF HELPERS ADDED TO THE HINGES ANOTHER FOCUSES ON UPGRADING OLD MACHINES WITH NEW
CACOPHONY WHILE ANOTHER TOOK PHOTOGRAPHS %VERYONE PLAYED CHIPS ANOTHER IS AN EXPERT IN CUSTOMIZING KEYBOARDS
THE GUY ON STAGE !T HIS COMMAND EVERYONE HELD UP THEIR
HANDFIST CLENCHED OR FLAT OR FINGERS EXTENDEDAND THEN FELL -OBILE$OG A 7EB SITE RUN BY 9UKO 4ANAKA A FORMER #ANON
ABOUT LAUGHING )T DIDNT TAKE LONG TO WHITTLE THE CROWD DOWN ENGINEER CONCENTRATES ON UPGRADING 0OWER"OOKS 4ANAKAS SITE
TO TWO WHO PLAYED OFF ON STAGE 4HE ANNOUNCER CARRIED ON LIKE IS FULL OF TECHNICAL INFORMATION SCHEMATICS AND INSTRUCTIONS ON
A GAME SHOW HOST WHIPPING EVERYONE INTO A FRENZY 4HE WIN TAKING THE MACHINES APART ALL OF WHICH SHE FIGURED OUT HERSELF
NER WHO CHOSE ROCK OVER SCISSORS WON A 0LAY3TATION GAME WITH A VOLT METER AND SOLDERING IRON (ER SITE IS REPUTEDLY THE
SYSTEM "EFORE LEAVING THE STAGE THE WINNER BOWED DEEPLY AND BEST PLACE TO FIND OUT HOW TO UPGRADE THE S PROCESSOR A
POSED FOR A PICTURE TAKEN BY THE CAMERA TOTING HELPER TRICKY OPERATION h)TS VERY HARD TO DO THIS )T REQUIRES SPECIAL
SKILL v SHE SAID
4HE SHOW FINISHED AT PM EVERY DAY 4HERE WERE A COUPLE OF
ANNOUNCEMENTS OVER THE 0! SYSTEM BUT TO MAKE SURE EVERY 4HE 0OWER"OOK !RMY REVEALS THE STRONG HACKER ETHIC OF
ONE GOT THE MESSAGE h!ULD ,ANG 3YNEv WAS PIPED OVER THE *APANESE -AC USERS *APANESE -AC USERS TEND TO BE VERY
SOUND SYSTEM TECHNICAL AND HANDS ON UNAFRAID TO DISMANTLE MACHINES AND
BREAK OUT THE SOLDERING IRON AND CAPABLE OF FIGURING OUT FOR
THEMSELVES THE PROBLEMS !PPLE IGNORES OR BURIES 4HEY ARE ALSO
1- ,Ê,"1*-Ê Ê1*, Ê
1 - HAPPY TO HELP EACH OTHER %VERYONE CHIPS IN THEIR EXPERTISE FOR
THE GROUPS BENEFIT FREELY SHARING KNOWLEDGE AND ASSISTANCE
%VERYONE HAS SEEN *APANESE TOURISTS HERDED AROUND FOREIGN
LANDMARKS IN GROUPS 3O STRONG IS THE COLLECTIVE ETHIC IT IS #USTOMIZING MACHINES IS POPULAR IN *APAN )T IS PARTLY DRIVEN BY
UNUSUALAND CONSIDERED WEIRDFOR PEOPLE TO SHUN ORGA THE DESIRE TO MAKE MASS PRODUCED PRODUCTS MORE PERSONAL AND
NIZED GROUP ACTIVITIES 3O IT SHOULD BE NO SURPRISE THAT -AC IT IS ALSO A WAY TO STAND OUT FROM THE CROWD ,IKE 4OKYO STREET
USER GROUPS ARE VERY POPULAR IN *APAN 4HERE ARE -AC USER FASHION COMPUTER CUSTOMIZATIONS CAN BE EXTREMELY VARIED
GROUPS REGISTERED WITH !PPLE *APAN AND PROBABLY ANOTHER h-OST PEOPLE DYE THEIR HAIR ESPECIALLY WOMEN v SAID &RANCIS
UNREGISTERED GROUPS -ANY HAVE HUNDREDS OF MEMBERS SOME "OISVERT AN EXPATRIATE !MERICAN AND FOUNDER OF -AC4OKYO
HAVE THOUSANDS AN %NGLISH LANGUAGE -AC USER GROUP h4HEY WANT BROWN OR
BLONDE OR ORANGEANYTHING EXCEPT BLACK 4HE SAME IS TRUE OF
3OME USER GROUPS ARE ORGANIZED BY GEOGRAPHY SUCH AS THEIR COMPUTERS 0EOPLE ARE CONCERNED WITH DISTINGUISHING THEIR
-AC4OKYO THE (OKKAIDO -ACINTOSH 5SER 'ROUP AND THE MACHINES AS MUCH AS THEIR APPEARANCEv
+INKI -ACINTOSH 5SER 'ROUP WHICH IS BASED IN +OBE AND
/SAKA /THERS ARE VIRTUAL MEMBERS MEET ON ELECTRONIC BULLETIN !S WELL AS MAKING THEM LOOK GOOD *APANESE -AC USERS LIKE TO
BOARDS OR 7EB SITES DEDICATED TO -AC NEWS AND CHAT ! LOT OF HOLD ON TO THEIR MACHINES 5NLIKE THEIR 53 COUNTERPARTS THEY
DONT TRADE IN THEIR COMPUTERS EVERY COUPLE OF YEARS 2ATHER THING 4HE CLUB IS TO AN EXTENT A HALF JOKE HALF SERIOUS
THEY UPGRADE THEM WITH NEWER COMPONENTS AND FASTER CHIPS PROJECT )TS FUN TRYING TO FIGURE OUT HOW TO EXTRACT THE MAXI
MUM AMOUNT OF LIFE OUT OF A MACHINEv
3ONNET 4ECHNOLOGIES HTTPWWWSONNETTECHCOMDEFAULTHTML
AN ACCELERATOR MANUFACTURER SELLS ABOUT TWO DOZEN DIFFERENT
UPGRADES FOR SCORES OF MACHINES DATING BACK MORE THAN A Ê* ]Ê1*, Ê /-Ê 19 Ê
DECADE )N THE 53 THE COMPANYS MOST POPULAR PRODUCT IS
AN UPGRADE FOR THE FIRST GENERATION I-AC WHICH IS ONLY A FEW 4HE *APANESE LOVE TO CONSUME AS MUCH AS !MERICANS BUT
YEARS OLD "UT IN *APAN THE COMPANYS SECOND BIGGEST MARKET THEYRE NOT AS KEEN ON DISPOSING OF OBSOLETE -ACS 4HEY LOVE
OUTSIDE THE 53 3ONNET STILL SELLS A LOT OF UPGRADES FOR THE -AC THEIR -ACS AND SOME PEOPLE JUST KEEP UPGRADING OLD ONES
#LASSICS THE ,# LINE AND OTHER DINOSAURS 2EALLY OLD ONES
h)TS FUNNY )TS TOTALLY DIFFERENT HERE v SAID 6ICKI "URKHARD 4HE *APANESE HAVE A DEEP AND ABIDING LOVE FOR WELL
MADE
3ONNETS VICE PRESIDENT OF INTERNATIONAL SALES h-OST OF THESE OBJECTS )F SOMETHING IS WELL MADE IT WILL BE TAKEN CARE OF
PRODUCTS ARE SOLD IN *APAN (ARDLY ANY ARE SOLD IN THE 5NITED UNTIL IT WEARS OUT 4AKING THIS PRINCIPLE TO THE EXTREME .ONKI
3TATES 7E SELL MAYBE A MONTH *APANESE PEOPLE HAVE TO A
YEAR
OLD SOLDIER HAS GONE TO GREAT LENGTHS TO KEEP HIS
TAKE THEIR COMPUTERS APART AND PLAY WITH THE INSIDES )TS PART BELOVED 0OWER"OOK C CONTEMPORARY EVEN THOUGH ITS WOE
OF THE HOBBYv 3ONNET WILL QUERY MAILING LISTS FOR PARTICULAR FULLY OBSOLETE
MACHINES TO SEE IF THERES ENOUGH INTEREST TO JUSTIFY MAKING
A PARTICULAR ACCELERATOR %VEN A MODEST RESPONSE SUCH AS A ,AUNCHED IN THE 0OWER"OOK C WAS SOLD ONLY IN *APAN
FEW HUNDRED DEDICATED USERS IS USUALLY ENOUGH FOR 3ONNET TO )T CAME WITH A -(Z PROCESSOR -" OF 2!- AND A -"
RELEASE A PRODUCT HARD DRIVE "Y TODAYS STANDARDS THE MACHINE IS PAINFULLY SLOW
AND TOO LIMITED TO DO ANYTHING USEFUL (OWEVER THANKS TO
4HERE ARE DOZENS OF CLUBS DEVOTED TO UPGRADING THESE OLDER COUNTLESS HOURS OF TINKERING AND ABOUT IN UPGRADE PARTS
MACHINES &OR EXAMPLE THERE IS THE #LUB FOR #REATING THE .ONKIS MACHINE IS ALMOST AS SERVICEABLE AS A MODERN LAPTOP
3TRONGEST #OLOR #LASSIC SEE #HAPTER h!NTIQUE -ACSv THE
3TRONGEST /WNERS #LUB HTTPTHEPOSTO AND THE .ONKI HAS UPGRADED HIS MACHINE WITH A -(Z CHIP -"
0OWER"OOK &AN #LUB HTTPWWWPOWERBOOKORGPB ! OF 2!- AND A WHOPPING '" HARD DRIVE (E HAS A WIRE
LOT OF THESE CLUBS ARE COMPETITIVE MEMBERS PLAYFULLY VIE TO SEE LESS MODEM IN THE 0# #ARD SLOT THAT PROVIDES ALWAYS
ON FAST
WHO CAN CREATE THE hSTRONGESTvOR MOST POWERFULMODEL OF A )NTERNET ACCESS FOR A MONTH h4HIS IS THE FIRST COMPUTER
CERTAIN MACHINE THROUGH UPGRADES AND HARDWARE MODIFICATIONS ) OWNED AND IT IS STILL MY MAIN MACHINE v HE SAID THROUGH A
4HE 3TRONGEST /WNERS #LUB IS ONE OF THE MOST SINGULAR OF TRANSLATOR h)VE BEEN USING IT FOR SEVEN YEARS NOWv
THESE CLUBS )T BOASTS AN INCREDIBLE MEMBERS
.ONKI BELONGS TO THE "LACK"IRD #LUB A GROUP OF ABOUT FANS
4HE 0OWER -AC WAS ONE OF THE FIRST 0OWER -ACS AN ENTRY
OF THE 0OWER"OOK C AND THE 0OWER"OOK THE !MERICAN
LEVEL -(Z MACHINE INTRODUCED IN )T DID HOWEVER HAVE EQUIVALENT 0OLITE AND SHY .ONKI DECLINED TO GIVE HIS FULL NAME
A SLIM hPIZZA BOXv CASE WHICH MAKES IT ATTRACTIVE TO *APANESE JUST HIS NICKNAME (E WAS HOWEVER VERY KEEN TO SHOW OFF THE
USERS WHO ARE OBSESSED WITH DIMINUTIVE COMPUTERS -EMBERS INNARDS OF HIS MACHINE &IDDLING FURIOUSLY HE DROPPED SOME OF
OF THE 3TRONGEST /WNERS #LUB HAVE FIGURED OUT HOW TO THE DELICATE COMPONENTS ON THE FLOOR (E WAS URGED NOT TO GO
IMPROVE THE COOLING SYSTEM INSTALL BETTER VIDEO CARDS AND TO THE TROUBLE BUT THE INTERPRETER SAID IT DIDNT MATTER TO HIM
UPGRADE THE PROCESSOR WITH FAST ' AND ' CHIPS /NE FANATIC HE LIKED TAKING IT APART
UPGRADED HIS TO A ' AND PAINTED IT SILVER HTTPWWW
SUCCESSCOJPSEAL 4HE HARD DRIVEA MODERN )"- DRIVEHAD A SPECIAL CIRCUIT
BOARD STRAPPED TO IT TO CONVERT THE )$% INTERFACE TO !PPLES OLD
h4HE PROPORTION OF THESE MANIACS IS HIGHER THAN THOSE IN THE STANDARD 3#3) .ONKI ALSO SHOWED HOW HE HAD REPLACED THE
53 v SAID WRITER (IROO 9AMAGATA h"UT THERES A GOOD AMOUNT ,#$ AND A BUNCH OF OTHER PARTS (E HAS ANOTHER MACHINE JUST FOR
OF HUMOR IN ALL THIS )TS JUST TO SEE HOW FAR THEY COULD PUSH THE
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PARTS HE SAID (E HAS DECORATED THE SIDES OF THE MACHINE WITH LIKED ITS SMOOTH BLACK CURVES "UT THE MACHINE WAS EXPENSIVE
STRIPS OF DECORATIVE RED AND WHITE CHECKERED PAPER WHICH PUT OFF A LOT OF *APANESE BUYERS
4HE BIGGEST PROBLEM .ONKI FACES IS THE MACHINES LIMITED BAT
3INCE THEN THE HAS BECOME A HOT TICKET 5SED MACHINES
TERY LIFE )TS IMPOSSIBLE TO GET GOOD BATTERIES FOR THE C THESE IF THEY CAN BE FOUND GO FOR MORE THAN %VEN BROKEN
DAYS SO HE HAS RIGGED UP AN EXTERNAL BATTERY PACK 4HE HOME
MACHINES COMMAND MORE THAN )N THE 53 THEY SELL FOR
MADE PACK HAS A DOZEN RECHARGEABLE !! BATTERIES STRUNG IN TWO ABOUT TO &ANS GO TO GREAT LENGTHS TO UPGRADE THEIR
LINES INSIDE A TRANSPARENT PLASTIC TUBE 4HE PACK HANGS BELOW MACHINES WITH MORE MEMORY AND NEWER PROCESSORS 4HEY ALSO
THE COMPUTER IN A RED CLOTH SLEEVE SEWED BY HIS MOTHER 4HE SPEND A SMALL FORTUNE DECORATING THEIR LAPTOPS WITH COLORED OR
CLOTH SLING SLIDES OVER AND AROUND THE KEYBOARD AND THE BATTERY TRANSPARENT CASES OR CUSTOM 9UZEN DESIGNS FOUND AT HTTP
ATTACHES BY A PAIR OF WIRES TO THE !# POWER JACK IN THE BACK 4HE MEMBERNIFTYNEJPCRYSTALPROFILEHTML A STYLE USED IN TRADI
WIRES ARE HELD IN PLACE BY SCOTCH TAPE %VEN WITH THIS ELABORATE TIONAL *APANESE KIMONOS
SETUP BATTERY LIFE IS STILL ONLY ABOUT AN HOURTWO IF HES LUCKY
h4HE PEOPLE ARE CRAZY v SAID .OBUYUKI (AYASHI A FREELANCE
7HY DOESNT HE JUST GET A NEW COMPUTER h) LIKE THE BEAUTY OF WRITER FOR *APANESE -AC MAGAZINES h*APANESE PEOPLE TEND TO
IT AND THE FUNCTIONALITY v HE SAID SMILING KNOWING HE SOUNDED EXTEND THE LIFE OF THEIR MACHINES BECAUSE THEY LOVE THEM SO
SLIGHTLY CRAZY h) LIKE THE SLOPE OF THE KEYBOARDITS ERGONOMIC MUCH )NSTEAD OF BUYING A NEW MACHINE THEY WANT TO EXTEND
AND THE SPEAKERS ON THE TOP OF THE SCREENv "ESIDES HES WAITING THE LIFE OF THEIR OLD MACHINE !ND PEOPLE SPEND THOUSANDS OF
FOR A PORTABLE WITH A REALLY BIG SCREENAT LEAST OR INCHES DOLLARS TO MODIFY THEIR MACHINESv
A WISH 3TEVE *OBS GRANTED IN WITH THE WORLDS FIRST WIDE
SCREEN NOTEBOOK A 0OWER"OOK WITH A
INCH SCREEN $EMONSTRATING THE ATTACHMENT TO THE MACHINE ONE OF ITS MOST
INFLUENTIAL FANS .ARITOMO -IZUTANI WROTE A LOT OF ARTICLES ABOUT
THE 0OWER"OOK (E IS SO ENAMORED WITH THE MACHINES
/
Ê1 9 Ê
6"/" Ê/"Ê DESIGN HE CREATED AN ENTIRE 7EB SITE ABOUT THE hBOTTOM OF THE
/
Ê*"7
, "" ÊÓ{ää MACHINEv )T WAS -IZUTANIS CONTENTION THAT THE WAS MORE
BEAUTIFUL BECAUSE ITS ENTIRE CASE HAD BEEN CAREFULLY DESIGNED
!N OLD !PPLE LAPTOP THAT DIDNT SELL WELL WHEN IT WAS RELEASED NOT JUST THE PARTS THAT MOST PEOPLE SEE 4O PROVE HIS POINT HE
IN *APAN A FEW YEARS AGO HAS SUBSEQUENTLY ACHIEVED CULT STATUS CREATED A 7EB PAGE WITH PICTURES OF THE UNDERSIDE OF THE
WITH FANS PAYING UP TO TO UPGRADE AND DECORATE THEIR WHICH HE COMPARED TO THE UNDERSIDES OF ABOUT OTHER LAP
AGING MACHINES ,AUNCHED IN THE 0OWER"OOK WAS A TOPS IN PARTICULAR 7INDOWS MACHINES HTTPWWWPOWERBOOK
SMALL LIGHT SUBNOTEBOOK DESIGNED ESPECIALLY FOR THE *APANESE ORGURAADULTHTML h(E WAS TRYING TO PROVE THE !PPLE
MARKET ALTHOUGH IT WAS LATER ALSO SOLD IN THE 53 !T THE TIME WAS MORE BEAUTIFUL BECAUSE IT USED LESS SCREWS AND STICKERS
THE WAS PRAISED FOR ITS POWER SIZE AND GOOD LOOKS )T WAS AND PANELS v (AYASHI SAID
SMALLIT WEIGHED ONLY LBBUT PERFORMED LIKE LARGER FULL
SIZED LAPTOPS WEIGHING TWICE AS MUCH !ND IT LOOKED GOOD FANS 4HERE ARE DOZENS OF OTHER FAN SITES DEVOTED TO THE MACHINE AS
WELL AS USER GROUPS WITH HUNDREDS OF MEMBERS )N ABOUT
0OWER"OOK FANS GATHERED AT -ACWORLD 4OKYO FOR A -AC MADE FOR *APANESE PEOPLE 4HEY WENT CRAZY FOR IT 4HEY
GROUP PICTURE STARTED THE CULTURE OF TUNING UP THEIR MACHINES AND DECORATING
THEIR MACHINESv
4HERE HAVE ALSO BEEN A NUMBER OF BOOKS PUBLISHED IN *APAN
ABOUT THE DETAILING EVERY ASPECT OF MAINTAINING REPAIRING
UPGRADING AND MODIFYING THE MACHINES HTTPWWWPOW
<"
ERBOOKORGBOOK !CCORDING TO &RANCIS "OISVERT FOUNDER OF
-AC4OKYO HTTPWWWMACTOKYOCOM AN %NGLISH
LANGUAGE ! TRADITIONAL KIMONO MAKER LIVING IN *APANS ANCIENT CITY OF
-AC USER GROUP PEOPLE WILL SPEND UP TO TO CUSTOMIZE +YOTO RUNS A SIDELINE BUSINESS PAINTING 0OWER"OOKS WITH INTRI
THEIR MACHINES "OISVERT SAID TRANSPARENT CASES ARE A POPULAR CATE KIMONO DESIGNS 9UHO (AYASHI IS A MASTER CRAFTSMAN AN
OPTION %ACH PART HAS TO BE MADE INDIVIDUALLY OFTEN BY DENTURE EXPERT OF THE 9UZEN STYLE OF KIMONO DESIGN A TECHNIQUE OF DYE
MANUFACTURERS WHO HAVE EXPERTISE IN CREATING CUSTOM
MOLDED ING AND PAINTING SILK DATING FROM THE TH CENTURY
TRANSPARENT PLASTICS h4HEYLL SPEND ON SEE
THROUGH
KEYBOARDS BATTERY COVERS LIDS OR OTHER PARTS v HE SAID h! LOT OF (AYASHI A FAVORITE WITH -AC OWNERS WHO WANT TO CUSTOMIZE
PEOPLE DO IT ONE PIECE AT A TIME )T CAN ADD UP TO EASYv THEIR MACHINES WILL PAINT A TRADITIONAL 9UZEN DESIGN ON THE LID OF
4O SAVE MONEY GROUPS OF OR SO 0OWER"OOK OWNERS WILL BAND A 0OWER"OOK FOR ABOUT (E USES REAL GOLD DUST SUSPENDED
TOGETHER TO GET VOLUME DISCOUNTS IN PAINT GOLD LEAF AND LITTLE STRIPS OF DECORATIVE PAPER LACQUERED
ONTO THE LID 4O DRUM UP BUSINESS (AYASHI HAS EXHIBITED AT
(AYASHI SAID *APANESE FANS LIKE THE BECAUSE IT WAS DESIGNED -ACWORLD 4OKYO AND HES DONE A ROARING TRADE DOZENS OF
FOR THEM h)T HAS A SPECIAL PLACE IN THEIR HEARTS v HE SAID EXAMPLES OF HIS WORK CAN BE FOUND ON HIS 7EB SITE
/NE OF THE REASONS THE HAS CONTINUED TO BE POPULAR IS THE )TS RARE FOR THE YEAR OLD KIMONO MAKER TO WORK ON 7INDOWS
LACK OF A REPLACEMENT 5NTIL THE SMALL WHITE DUAL 53" I"OOK 0#STHERE JUST ISNT THE INTEREST "UT HE HAS DECORATED A LOT OF
CAME ALONG MANY OWNERS COULDNT FIND AN !PPLE MACHINE 0ALM AND 3HARP ORGANIZERS CELL PHONES AND OCCASIONALLY A
SMALL ENOUGH FOR THEIR TASTES %VEN THE EARLY hTOILET SEATv I"OOK 0LAY3TATION GAME CONSOLE (E CHARGES ABOUT TO PAINT THE
WAS TOO BIG FOR *APANESE USERS LID OF A 0ALM
4HE WAS THE IDEA OF FORMER !PPLE #%/ 'IL !MELIO WHO (AYASHIS CUSTOMIZATIONS ARE JUST ONE OF THE MANY WAYS
REALIZING THAT *APAN WAS THE SECOND
BIGGEST MARKET FOR !PPLE *APANESE -AC USERS LIKE TO DECORATE THEIR MACHINESCUSTOM
DISPATCHED A TEAM OF ENGINEERS TO *APAN TO DEVELOP SOMETHING IZATIONS RANGE FROM PAINTING THE LIDS OF LAPTOPS TO REPLACING THE
SPECIAL !FTER RIDING ON 4OKYOS CROWDED COMMUTER TRAINS EVERY ENTIRE SHELL WITH CUSTOM
MADE TRANSPARENT PLASTIC 4HE *APANESE
DAY THEY CAME UP WITH THE SMALL LIGHTWEIGHT MACHINE h)T WORD FOR IT IS KAIZO WHICH MEANS hMODIFYING v hUPGRADING v OR
DIDNT SELL WELL BECAUSE IT WAS EXPENSIVE v (AYASHI SAID hBUT hREMODELINGv ! THRIVING MARKET EXISTS IN *APAN FOR AFTER
MARKET
PEOPLE WHO BOUGHT ONE ARE CRAZY FOR ITv KAIZO MODS -ANY -AC COMPUTER STORES SELL ITEMS LIKE THIN
METAL SKINS FOR REUPHOLSTERING A 0OWER"OOKS COVER WITH FUNKY
h4HE 0OWER"OOK WAS THE TURNING POINT FOR *APANESE -AC ZEBRA STRIPES OR AUSTERE BRUSHED ALUMINUM
CULTURE v (AYASHI CONTINUED h-ANY USERS SAW IT AS THE FIRST
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+EITA 3UYAMA IS A PROLIFIC -ACINTOSH hMODDERv 4HE YEAR OLD HAS CUSTOMIZED
A HALF DOZEN MACHINES INCLUDING HIS FLAT PANEL I-AC WHICH HE PAINTED BLACK 4HE
PROCESS REQUIRED ENTIRELY DISASSEMBLING THE MACHINE STRIPPING THE WHITE PAINT
FROM THE INSIDE OF ITS PLASTIC SHELL AND PAINTING IT BLACK 4ROUBLE IS IT DIDNT WORK
7HEN HE PUT THE MACHINE BACK TOGETHER IT WOULDNT START UP (AVING GROSSLY
VIOLATED HIS WARRANTY AND UNABLE TO BUY SPARE PARTS 3UYAMA HAD TO BUY ANOTHER
I-AC TO CANNIBALIZE
)N THE HOPE OF ENCOURAGING OTHERS TO PAINT THEIR OWN I-ACS 3UYAMA DOCUMENTED
THE ENTIRE OPERATION ON HIS 7EB SITE WITH DOZENS OF STEP
BY
STEP PHOTOS )N FACT
THE 7EB SITE FOR HIS FAMILY BUSINESS A DENTAL LAB IN 4OKYO IS DOMINATED BY
-ACINTOSH NEWS AND INSTRUCTIONS FOR TAKING APART COMPUTERS
3O DEDICATED IS 3UYAMA HE HAS EMPLOYED SOUNDPROOF CHAMBERS HEAT SENSITIVE
CAMERAS AND OTHER SCIENTIFIC INSTRUMENTS IN HIS SEARCH FOR THE PERFECT MOD &OR
EXAMPLE HE TOOK A PICTURE OF A NEW I"OOK WITH A THERMOGRAPHIC CAMERA AT A
FRIENDS DENTAL LAB 4HE PHOTOGRAPH HELPED HIM DESIGN AN EXTERNAL COOLING FAN THAT
HE ADDED TO THE MACHINE 4O MEASURE PRECISELY THE NOISE COMING FROM THE I-ACS
FAN HE RENTED A SOUNDPROOF CHAMBER
3UYAMA HAS AT LEAST NINE -ACS IN HIS TINY BEDROOM IN 4OKYO INCLUDING A #OLOR
#LASSIC A COUPLE OF I-ACS AND A TH !NNIVERSARY -AC ALL OF WHICH HE HAS TAKEN
APART AND TINKERED WITH 4HE QUESTION IS WHY BOTHER
h4OUGH QUESTION TO ANSWER v HE WROTE IN HALTING %NGLISH h) AM INTERESTED IN THE
STRUCTURE OF A COMPUTER )F A NEW PRODUCT IS RELEASED ) WILL DECOMPOSE A MODELv (E
SAID HE LIKES TO TAKE MACHINES APART AND LOOK FOR NEW WAYS TO CUSTOMIZE THEM
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" Ê/1, -Ê - VIDEO AND DIGITAL ARTISTS USE IT TO CHANGE THE SIZE OF BRUSHES IN
APPLICATIONS SUCH AS 0HOTOSHOP
7HO BUT A JEWELRY DESIGNER COULD HAVE CREATED A COMPUTER
PERIPHERAL THAT APPEARS TO BE ALMOST USELESS BUT BECAME A HIT 0AUL 'RIFFIN THE COMPANYS FOUNDER SAID INITIAL SALES WERE SLOW
BASED ON ITS GOOD LOOKS 4AKAHIKO 3UZUKI A JEWELRY DESIGNER BUT GREW EXPONENTIALLY ON WORD OF MOUTH h0EOPLE SEE IT ON
FROM THE INDUSTRIAL CITY OF .AGANO *APAN DESIGNED THE SOMEONES DESK GLOWING AND PULSING AND THEYVE GOT TO KNOW
0OWER-ATE A VOLUME CONTROL FOR COMPUTERS 4HE 0OWER-ATE WHAT IT IS v HE SAID h7E GET PEOPLE SAYING @)TS INCREDIBLY USE
IS SOLD BY 'RIFFIN 4ECHNOLOGY A COMPANY BASED IN .ASHVILLE LESS ) USE IT EVERY DAYv
4ENNESSEE FOR ABOUT WHICH SOUNDS LIKE A LOT FOR A SIMPLE
VOLUME CONTROL "UT PEOPLE ARE SNAPPING IT UP )N THE FIRST THREE 'RIFFIN SAID HE DECIDED TO MARKET 3UZUKIS DESIGN AFTER SEEING
MONTHS 0OWER-ATES WERE SOLD !T FIRST 'RIFFIN COULDNT A PROTOTYPE IN 3AN &RANCISCO h) COULDNT TAKE MY EYES OFF IT v
MAKE ENOUGH TO KEEP UP WITH DEMAND THE COMPANY SAID HE SAID h)T WAS JUST COMPELLING 7E HAD TO REDESIGN IT AND WE
DEVELOPED THE SOFTWARE BUT WE KEPT ALL THE METALWORK )TS JUST
-ADE OF BRUSHED ALUMINUM THE 0OWER-ATE LOOKS LIKE A LARGE BEAUTIFULv
VOLUME KNOB FROM A REGULAR STEREO BUT IT SITS ON A DESKTOP
INSTEAD 4HE SILVER METAL KNOB ATTACHES TO A 53" PORT OF ANY 3UZUKI WHO MAKES A LINE OF TECHNO JEWELRY AND RUNS A THREE
-AC OR 7INDOWS 0# 4URNING IT ADJUSTS THE COMPUTERS VOLUME PERSON DESIGN COMPANY CALLED 0RO TECH $ESIGN SAID THE
TAPPING IT PAUSES OR PLAYS THE MUSIC !ROUND THE KNOBS BASE PRODUCT IS MADE IN THE TRADITION OF HIS HOME CITY .AGANO
IS A RING OF TRANSPARENT PLASTIC THAT GLOWS BLUE 4HE LIGHT DIMS &AMOUS FOR THE 7INTER /LYMPICS .AGANO BECAME A CEN
OR BRIGHTENS AS THE VOLUME IS ADJUSTED 7HEN THE COMPUTER IS TER FOR PRECISION ENGINEERING AFTER 7ORLD 7AR )) SPECIALIZING
IDLE THE LIGHT PULSES IN WATCHES CAMERAS AND COMPUTER COMPONENTS 3EIKO AND
%PSON ARE BASED THERE h)TS NOT LIKE A PLASTIC GADGET v 3UZUKI
)TS THE LIGHT AT THE BASE THAT ATTRACTS PEOPLE A STROKE OF GENIUS SAID h9OU CAN THROW IT AGAINST A WALL )TS STRONG 9OU CAN USE IT
SUGGESTED BY 3UZUKIS WIFE .AOKO A 7EB AND GRAPHICS FOR TEN YEARS )T WILL LASTv
DESIGNER )N FACT IT WAS HIS WIFES CONSTANT REQUESTS FOR HIM TO
TURN DOWN THE MUSIC ON HIS COMPUTER THAT LED 3UZUKI TO DESIGN 3UZUKI WHO HAS LONG HAIR AND FIDGETS A LOT SAID HE IS GETTING
THE 0OWER-ATE h4OUCHING THE BUTTONS ON A COMPUTER DOES NOT INTO MOBILE PHONES (ES DESIGNED A CELL PHONE CLIP THAT WILL
AGREE WITH ME VERY WELL v 3UZUKI SAID ATTACH PHONES TO MOST SURFACES HE SAID (E HOPES TO LICENSE
IT TO A BIG MANUFACTURER LIKE 3ONY %RICSSON 3UZUKI SAID HE IS
4HANKS TO CLEVER SOFTWARE THE 0OWER-ATE IS MUCH MORE THAN INTERESTED IN UNIVERSAL DESIGNPRODUCTS THAT ARE SO SIMPLE
JUST A VOLUME CONTROL )T IS ACTUALLY A UNIVERSAL CONTROLLER CAPA THEY CAN BE USED BY ANYONE WITHOUT SPECIAL TRAINING OR EVEN
BLE OF PERFORMING ANY COMMAND THAT HAS A KEYBOARD EQUIVALENT INSTRUCTIONS 4O ILLUSTRATE HE PULLED OUT A SIMPLE #ASIO CALCULA
SUCH AS #ONTROL 3 FOR 3AVE )T CAN BE USED TO CLOSE AND OPEN TOR THAT HE CARRIES AROUND 4HE CALCULATOR HAS TEN BUTTONS FOR
WINDOWS FORWARD OR REWIND AUDIO SCROLL UP AND DOWN PAGES THE NUMBERS AND EIGHT FOR THE BASIC ARITHMETICAL FUNCTIONS
OR SCAN THROUGH MOVIE FILES )T CAN BE CLICKED TO FOLLOW A HYPER h%VERYONE CAN UNDERSTAND ;HOW TO USE IT= v HE SAID NODDING HIS
TEXT LINK OR DOUBLE CLICKED TO LAUNCH AN APPLICATION )T CAN EVEN HEAD VIGOROUSLY WITH SATISFACTION h7ORDS ARE NOT NECESSARYv
BE SCRIPTED TO LAUNCH A CHAIN OF COMPLEX PREDEFINED ACTIONS
4HE SOFTWARE IS FULLY CONFIGURABLE AND AUTOMATICALLY RECOGNIZES
WHATEVER APPLICATION IS BEING USED SO THAT IT CAN BE SET UP TO
DO DIFFERENT THINGS IN DIFFERENT PROGRAMS
" *1/
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Ê A MUSIC WORKSTATION COMPLETE WITH KEYBOARDS MIXERS AND
SYNTHESIZERS 4HERES EVEN A SMALL THEATER WITH A DOZEN CHAIRS
!PART FROM !PPLES HEADQUARTERS IN #UPERTINO #ALIFORNIA PER
WHERE NEW SOFTWARE IS DEMONSTRATED AND SEMINARS HELD )TS ALL
HAPS THE ONLY OTHER -ACINTOSH MECCA ON THE PLANET IS THE GIANT VERY IMPRESSIVE
#OMPUTER -AC +AN STORE IN 4OKYOS FAMED !KIBAHARA h%LECTRIC
4OWNv DISTRICT 6ISITORS FROM AROUND THE WORLD FLOCK HERE TO A 4HE MANAGER -ASANORI 5CHIKAWA SAID MORE THAN CUSTOM
BLOCK NEIGHBORHOOD OF ELECTRONICS STORES THAT IS KNOWN AS ERS VISIT THE STORE ON WEEKDAYS AND BETWEEN AND ON
ONE OF THE BIGGEST ELECTRONIC SHOPPING DISTRICTS IN THE WORLD WEEKENDS h4HIS IS THE ONLY STORE IN *APAN THAT CAN HAVE THE
!PPLE LOGO DISPLAYED ON THE FRONT v 5CHIKAWA SAID THROUGH AN
2ISING FIVE STORIES THE #OMPUTER -AC +AN STORE IS AN !LADDINS INTERPRETER !SKED IF HE FEARED !PPLE WOULD ENCROACH ON HIS TURF
CAVE OF GOODIES THAT WOULD MAKE ANY -AC FANATIC DIZZY WITH BY OPENING AN !PPLE STORE IN *APAN HE SHOOK HIS HEAD h7E
EXCITEMENT 4HE STORE STOCKS ABSOLUTELY EVERYTHING FROM THE LAT
WOULD BEAT THEM IF THEY OPENED A STORE HERE v HE SAID LAUGHING
EST FLAT
SCREEN I-ACS AND LITTLE I0OD PLAYERS TO OBSCURE FLEXIBLE
KEYBOARD COVERS TO KEEP THE KEYS OF A LAPTOP CLEAN )N BETWEEN 4HE !KIBAHARA DISTRICT IS THE ,AS 6EGAS OF ELECTRONIC SHOPPING
THERE ARE ENTIRE FLOORS DEVOTED TO BOOKS AND MAGAZINES SOFT
LOTS OF LIGHTS SOUND AND CIGARETTE SMOKE 4HE STORES RANGE
WARE AND GAMES MONITORS AND PERIPHERALS LIKE PRINTERS AND FROM GIGANTIC TO MINUSCULE SOME ARE LITERALLY HOLES IN THE WALL
SCANNERS 4HE STORE ALSO STOCKS DIGITAL CAMERAS HARDWARE )F IT RUNS ON ELECTRICITY ITS SOLD HERE 4HE REGION CLAIMS TO DO
UPGRADES AND A WIDE VARIETY OF DOOHICKEYS LIKE CORKBOARD MORE THAN TRILLION YEN IN BUSINESS ANNUALLY
PLACE MATS FOR THE FLAT
SCREEN I-AC OR ZEBRA
STRIPED COVERS FOR
CUSTOMIZING 0OWER"OOKS !KIBAHARA COVERS A SQUARE OF ABOUT CITY BLOCKS $URING THE
%DO PERIOD IT WAS HOME TO LOW
STATUS SAMURAI WHO WERE
)N THE 5NITED 3TATES THERE ARE ALSO SPECIALIST -ACINTOSH STORES CONSTANTLY FIGHTING AND BURNING IT DOWN !FTER A PARTICULARLY
AND !PPLE IS BUSY OPENING A STRING OF BOUTIQUES IN UPSCALE DESTRUCTIVE CONFLAGRATION IN A SHRINE TO THE 'OD OF &IRE
MALLS "UT FOR MOST !MERICANS SHOPPING FOR -ACINTOSH GEAR 0ROTECTION WAS BUILT CALLED !KIBA
DAI
GONGEN 4HE PLACE SOON
MEANS VENTURING INTO A BACKWATER CORNER OF A GIANT COMPUTER BECAME KNOWN AS !KIBA
HARA OR !KIBA
SHRINE
MART LIKE #OMP53! 4HE DISPLAY MACHINES SOMETIMES WORK
AND OFTEN DONT THE STAFF IS NOT ALWAYS -AC
EDUCATED AND THE !FTER 7ORLD 7AR )) !KIBAHARA BECAME A BLACK MARKET FOR
STOCK ON HAND IS OFTEN LIMITED RADIO PARTS THANKS TO AN ELECTRICAL ENGINEERING COLLEGE NEARBY
!MERICAN -0S REGULARLY BUSTED THE ILLEGAL TRADE BUT STOREKEEP
)TS DIFFERENT AT THE -AC +AN STORE 4HERE ARE MORE THAN UNI
ERS SIMPLY RETREATED TO A WARREN OF PASSAGEWAYS BENEATH NEARBY
FORMED STAFF AT ANY GIVEN TIME AND MANY SPEAK %NGLISH %VERY RAILWAY FLYOVERS 3OME OF THE ORIGINAL STALLS STILL EXIST BUT THE
FEW MINUTES SOMEBODY YELLS OUT h)RASSHAIMASEv PRONOUNCED AREA TODAY IS CHARACTERIZED BY THE NEON
LIT DISCOUNT MEGASTORES
ERA
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MAH
SAYMEANING hWELCOMEv A *APANESE RETAIL !KIBAHARA FEATURES A NUMBER OF DUTY
FREE STORES WHERE SHOP
CUSTOM THAT CAN HAVE A DISCONCERTING EFFECT ON PEOPLE UNAC
PERS WITH FOREIGN PASSPORTS CAN BUY TAX
FREE GOODS
CUSTOMED TO IT ! FEMALE STAFF MEMBER STANDS AT THE FRONT DOOR
CHIRPING h)RASSHAIMASEv AT EVERYONE WHO COMES THROUGH THE #OMPUTER -AC +AN IS ONE OF THE FEW STORES IN THE AREA SELLING
DOOR *APANESE SHOPPERS SIMPLY IGNORE IT %NGLISH
LANGUAGE VERSIONS OF HARDWARE AND SOFTWARE -OST OF
THE OTHER STORES SELL ONLY *APANESE VERSIONS AND THE CLERKS
4HE GOODS ARE BEAUTIFULLY DISPLAYED 4HE FULLY STOCKED SHELVES ARE CANT OR WONT SPEAK %NGLISH #OMPUTER -AC +AN IS RUN BY
NEATLY STACKED 4HE COMPUTERS ON DISPLAY ARE ALL CAREFULLY SET UP ,AOX A LARGE CHAIN OF COMPUTER STORES )T HAS A NUMBER OF SPE
TO SHOW OFF THEIR CAPABILITIES TO MAXIMUM EFFECT /NE MACHINE CIALIST MEGASTORES IN !KIBAHARA INCLUDING THOSE DEVOTED TO JUST
DISPLAYS MIND
BOGGLINGLY ELABORATE $ MODELS !NOTHER IS 0#S AND PERIPHERALS NETWORKING GEAR 0$!S AND GAMES AND
SET UP AS A FULL
FEATURED VIDEO
EDITING STATION AND ANOTHER AS HOME APPLIANCES
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LABOR INTENSIVE TO DO ANY MORE SAID THE STORES PROPRIETOR 9ANG
)N A BACK ALLEY IN 4OKYOS FAMOUS !KIHABARA SHOPPING DISTRICT ,EE ALTHOUGH THERES THE DEMAND ! LOT OF THE CONVERSIONS ARE
A CRAMPED USED COMPUTER STORE SELLS WORTHLESS -ACINTOSH DONE AT THE CUSTOMERS BEHEST ,EE SAID h-ANY PEOPLE HAVE AN
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ON THE THIRD FLOOR OF A GRIMY APARTMENT BUILDING /UTSIDE ON CUSTOMERS ARE !PPLE FANSv
THE SIDEWALK THE ONLY SIGN OF THE STORE ABOVE IS A CRACKED
NEON SIGN WITH AN !PPLE LOGO CLUMSILY MOUNTED ON A PED )N ONE CORNER OF THE STORE IS A -ACINTOSH + THE SECOND VER
ESTAL 4HE SIGN IS PLASTERED WITH HANDWRITTEN KANJI SIGNS AND SION OF THE -ACINTOSH WHICH WAS AN ALL IN ONE MACHINE FROM
A PIECE OF PAPER IN %NGLISH INSTRUCTING CUSTOMERS TO TAKE THE MID S "Y TODAYS STANDARDS THE + -AC IS SO USELESS
THE ELEVATOR TO THE THIRD FLOOR )TS NOT AS UNPROMISING AS IT ITS OF INTEREST ONLY TO THE MOST DEDICATED COLLECTOR IN THE 5NITED
SOUNDSTHE SHORT DIRTY ELEVATOR RIDE LEADS TO A FLUORESCENT 3TATES WHO MIGHT PAY IF THE MACHINE IS IN GOOD SHAPE AND
LIT WORLD OF RETRO COMPUTING WONDER IF THERES NO WAY TO GET IT FOR FREE "UT AT 'OSHU 4RADING THE
+ -ACBLACKENED WITH AGE AND COVERED WITH INKY FINGER
4HE STORE IS THE SIZE OF A STANDARD 53 HOTEL ROOM STACKED FLOOR PRINTSIS ON SALE FOR YEN ! -AC 0LUS ANOTHER
TO CEILING WITH NEOLITHIC -ACINTOSH COMPUTERS THAT COULDNT DINOSAUR COMMANDS YEN )N THE 5NITED 3TATES
BE GIVEN AWAY IN THE 5NITED 3TATES MUCH LESS SOLD 4HE STORE THESE MACHINES ARE LANDFILL PEOPLE CANT GET RID OF THEM
IS ONE OF ABOUT HALF A DOZEN SHOPS IN !KIHABARA SELLING USED
-ACINTOSH EQUIPMENT .O STORES LIKE THEM COULD BE FOUND SELL 4HE EARLY ALL IN ONE MACHINES ARE COVETED IN *APAN BECAUSE
ING USED 7INDOWS MACHINES THEY CAN BE CONVERTED INTO RELATIVELY MODERN MACHINES WHILE
RETAINING THEIR COMPACT SHAPE AND RETRO CHARM 4HE REST OF THE
5NLIKE THE OTHER USED -AC STORES 'OSHU 4RADING IS RELATIVELY DIS STORE IS STACKED WITH MOTH EATEN -ACS THAT SELL ANYWHERE FROM
ORGANIZED 7HERE OTHER STORES ARE METICULOUSLY ORDERED 'OSHU TO
4RADING IS STREWN WITH CARDBOARD BOXES SPILLING OUTMODED COM
PUTER PARTS "UT 'OSHU 4RADING CONTAINS UNIQUE TREASURES )N 4HE STORE ALSO HAS A LINE ON .EWTONSTHE ORIGINAL 0$!S PIO
THE MIDDLE OF THE SHOP FLOOR IS A -AC 3% BUT THANKS TO A LOT NEERED BY !PPLE THAT NOW SEEM SO SLOW AND CLUNKY ! USED
OF MONEY AND THE GUTS OF A MODERN I-AC THE 3% HAS BEEN .EWTON GOES FOR YEN !N UNUSED ONE IS
CONVERTED TO RUN -AC /3 8 WHICH NORMALLY RUNS ON HARDWARE YEN 'OSHU 4RADING STOCKS FEWER THAN TEN A
LESS THAN A COUPLE OF YEARS OLD BUNCH OF .EWTON ACCESSORIES AND AN E -ATE AN ANTIQUATED
0$! CUM SUBNOTEBOOK THAT HAS DISAPPEARED INTO THE MISTS OF
3TRIPPED OF ITS INNARDS THE 3% HAS BEEN UPGRADED WITH AN COMPUTER HISTORY
I-AC MOTHERBOARD COMPLETE WITH A -(Z ' PROCESSOR
-" OF 2!- A '" HARD DRIVE AND A #$ 2/- DRIVE THAT h0EOPLE CARE ABOUT -ACINTOSH v ,EE SAID h) HAVE NO 7INDOWS
STICKS OUT THE BACK NOT THE FRONT )T ALSO HAS %THERNET TWO 53" 0# CUSTOMERSv
PORTS TWO SERIAL PORTS A BUILT IN MODEM AND A PAIR OF AUDIO
JACKS )T COSTS YEN ABOUT ALMOST THE PRICE OF A
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+ AND HE SARCASTICALLY SUGGESTED THE BEST THING WAS TO TURN
3OME ANIMAL LOVERS STUFF A BELOVED PET WHEN IT DIES -AC FANS IT INTO AN AQUARIUM (E RECEIVED SO MUCH MAIL INQUIRING HOW TO
CONVERT DEAD MACHINES INTO FISH TANKS DO IT HE WROTE UP A
PAGE PLAN AND POSTED IT 4HE DOCUMENT
IS STILL AVAILABLE ON ABOUT 7EB SITES ACCORDING TO )NHATKO
#OMEDIAN *AY ,ENO HAS AN I-AC AQUARIUM 3TEVE *OBS REPORT
EDLY HAS A COUPLE OF THEM 4IMOTHY ,EARY HAD A -AC AQUARIUM h4HE IDEA WAS KIND OF AN OLD ONE v HE SAID RECENTLY FROM HIS
AND SO DID !BBIE (OFFMAN 7ALL 3TREET IS POSITIVELY SWIMMING HOME IN "OSTON h"UT ITS LIKE ASKING WHO INVENTED THE WHEEL )T
IN THEMFOR SOME REASON THEYRE A FAVORITE GIFT AMONG STOCK
SEEMS TO BE ONE OF THOSE IDEAS THAT A LOT OF PEOPLE HAD SIMUL
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ITSELF 4HOUSANDS RESIDE IN HOMES AND SCHOOLS ACROSS THE WORLD -AC DEVELOPMENT TEAM MADE ONE OF THE FIRST -AC AQUARIUMS
#ONVERTING AN OLD COMPACT -AC INTO AN AQUARIUM IS PROBABLY )NHATKO RECALLED PLANS BEING PUBLISHED IN A DEVELOPER PUBLICA
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OR DIFFERENT PIECES OF GLASS THAT HAD TO PRECISELY CONFORM TO
)T STARTED AS A PRANK BUT AT LEAST TWO COMPANIES HAVE LAUNCHED THE INSIDE OF THE CASE HE SAID
TO MAKE AQUARIUMS OUT OF OLD -ACS 7HAT STARTED AS A JOKE
HAS EVOLVED INTO A COTTAGE INDUSTRY 4HE EARLY ALL
IN
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ARE PERFECTLY SUITED FOR HOUSING FISH TANKS )TS A RELATIVELY WONDERFUL v SAID )NHATKO h4HEYRE VERY HUGGABLE SQUEEZABLE
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CIALLY SHAPED GLASS OR 0ERSPEX TANK THAT FITS SNUGLY INSIDE THE THING WITH IT ITS A VALUE
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COMPUTERS CASE DESIGN OUT THERE ON SHELVES AND IN OFFICES AND SCHOOLSv
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!NDY )NHATKO A VETERAN -AC COLUMNIST SEEMS TO HAVE KICKED THE ORIGINAL + AND + MACHINES AND THE ,ISANOW FILLS
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I-ACS 4HEY SELL FOR BETWEEN AND JUST ADD WATER h)M CURSED WITH A GOOD JOB v ,OWER SAID h) COULD NEVER MAKE
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I-ACS THE #OLOR #LASSIC THE #UBE AND EVEN (ARMAN +ARDONS "UT HE PREFERS TO CHARACTERIZE HIS SIDELINE AS A HOBBY IN CASE
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TIME v HE SAID h)TS ONE OF THOSE THINGS YOU DO WHEN YOU DONT
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THE + (E KEPT TWO GOLDFISH IN IT 4HEY EVENTUALLY GREW SO
LARGE THEIR TAILS STUCK OUT THE TOP (E PUT THEM IN A BIGGER TANK -ARRIED NOW AND LIVING IN &LORIDA ,OWER HAS ALSO CONVERTED A
4HEY DIED A WEEK LATER LOT OF OLD -ACS INCLUDING RARE EARLY MODELS LIKE THE + AND
THE ,ISA h)VE GOTTEN THOUSANDS AND THOUSANDS OF EMAILS FROM
h)T STARTED AS A JOKE v HE SAID h-Y BUDDIES LAUGHED AT ME WHEN ALL OVER THE WORLD v HE SAID h-OST ARE POSITIVE 3OMETIMES ) GET
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THEY JUST LAUGHED AND LAUGHEDv "LAKE HAS BUILT AQUARIUMS DESTROYING THESE OLD -ACS 3OMEONE SUGGESTED ) SHOULD USE
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A LOT OF OTHER AMATEUR !PPLE
DESIGNERS HIS CREATION IS PART
WISHFUL THINKING PART ATTENTION /00/3)4% 0!'% 2)'(4 &OOLED
GETTING AND PART HOMAGE EVERYONE .O MOCK
UP HAS
,
/\Ê
, "-Ê
ATTRACTED AS MUCH ATTENTION AS
THE I7ALK ! VIDEO PURPORTING TO
SHOW A NEW !PPLE 0$! THE I7ALK
APPEARED ON 3PYMACS 7EB SITE
IN THE RUN
UP TO -ACWORLD 3O
CONVINCING WAS THE VIDEO IT WAS
REPORTED WORLDWIDE
,
/\Ê-*9
,-/<Ê
- -Ê" ",Ê**
Ê CONTINUE ITS TRADITION OF MAKING COMPUTERS THAT SHOWCASE
CUTTING
EDGE DESIGN 3ADLY THE NEW MACHINES LOOKED JUST LIKE
)N THE OLD DAYS !PPLE USED TO BE FAMOUSLY LEAKY ABOUT FUTURE THE PREVIOUS GENERATION OF SILVER AND GRAY 0OWER -ACS 'IVEN
PRODUCTS "EFORE 3TEVE *OBS RETURNED AS THE COMPANYS #%/ THE NEW SPACE
AGE FLAT
SCREEN I-AC FANS WERE HOPING THE
THE PRESS AND EVERYONE ELSE OFTEN HAD A GOOD IDEA OF WHAT NEW 0OWER -ACS WOULD HAVE THE KIND OF STRIKING ULTRAMODERN
THE COMPANY WAS WORKING ON "UT THESE DAYS *OBS HAS MADE ENCLOSURE THAT MAKES THE COVERS OF MAGAZINES
!PPLE OBSESSIVELY SECRETIVE 2UMORS STILL GET PRINTED OF COURSE
BUT THE INFORMATION VACUUM HAS FOSTERED A STRANGE MANIFESTA
)N THE WEEKS BEFORE THE MACHINES DEBUTTHE NEW 0OWER -AC
TION OF WISHFUL THINKING FANS HAVE TAKEN TO DESIGNING THEIR OWN WAS WIDELY EXPECTED-AC FANS WERE BUSY COOKING UP GOR
hFANTASY -ACSv GEOUS RENDERINGS OF THE MACHINE BASED ON WHAT THEY HOPED
THE NEW COMPUTER WOULD LOOK LIKE $OZENS OF PHOTO
REALISTIC
,IKE FANTASY BASEBALL TEAMS THESE IMAGINARY PRODUCTS ARE THE CONCOCTIONS OF THE NEW MACHINE AND ITS SUCCESSOR A NEXT
KINDS OF THINGS -AC FANS WOULD LIKE TO SEE FROM THE COMPANY GENERATION MACHINE COMMONLY REFERRED TO AS THE h' v WERE
4HEY RANGE FROM FLAT
SCREEN I-ACS TO HANDHELDS AND 7EB POSTED TO -AC
RELATED MESSAGE FORUMS ALL OVER THE 7EBTO BE
PADS AND THEY ARE MOCKED UP IN GLORIOUS PHOTOGRAPHIC DETAIL PRAISED AND PICKED OVER
&ANTASY -ACS ARE POSTED TO THE .ET FOR OTHERS TO OOH AND AAH
OVER 3TRANGELY THEIR FANCIFUL HARDWARE SPECIFICATIONS WILL 4HE BUZZ SURROUNDING THESE hMOCK
UP -ACSv HIGHLIGHTS THE
SOMETIMES SPARK HEATED CHAT
ROOM DEBATESEVEN THOUGH THEY RAPIDLY GROWING CULTURE OF DESIGNING FANTASY -ACINTOSHES A
DONT AND PROBABLY NEVER WILL EXIST PASTIME THAT CONSUMES DOZENS PERHAPS HUNDREDS OF WOULD
BE
!PPLE DESIGNERS AND THOUSANDS OF ARMCHAIR CRITICS
)N *ANUARY !PPLE DISAPPOINTED FANS WITH A NEW LINE OF
0OWER -ACS 3URE EVERYBODY LIKED THE DUAL '(Z PROCES
4HERE ARE SCORES OF MESSAGE FORUMS DEVOTED TO THE DISCUSSION
SORS BUT A LOT OF -AC FANATICS WERE ALSO HOPING !PPLE WOULD OF MOCK
UP -ACS INCLUDING THOSE AT !PPLE)NSIDER -AC!DDICT
-AC#ENTRAL -AC.. AND -AC /3 2UMORS 4HERE IS ALSO A HAND -ANY FANTASY -ACS ARE CREATED IN THE PRELUDE TO A MAJOR PROD
FUL OF 7EB SITES THAT ARCHIVE MOCK UP -ACS SITES LIKE $AVID UCT ANNOUNCEMENT FROM !PPLE &UELED BY TIDBITS OF INFORMATION
6INCENTS 4HE !PPLE #OLLECTION AND "ENJAMIN 6AN 0ARYS !PPLE FROM -AC RUMOR SITES FANTASY -AC DESIGNERS LET THEIR IMAGINA
-OCK UPS WHICH BETWEEN THEM HAVE COLLECTED HUNDREDS OF TIONS RUN WILD !T THE DISCUSSION FORUMS AT 'EEK #ULTURE FOR
FANTASTIC AND OUTRAGEOUS DESIGNS FOR NEW I-ACS 0OWER"OOKS EXAMPLE AN ENTIRE THREAD DEVOTED TO A MOCK UP 0OWER -AC
I0ODS 7EB PADS AND 0$!S h) LIKE THE WAY THEY ARE SO IMAGI BY 2OBERT %MSLIE A DIGITAL ARTIST FROM &RANCE RAN TO DOZENS
NATIVE INNOVATIVE ORIGINAL AND AT THE SAME TIME REALISTIC v
OF EXCITED POSTS 4HE SLEEK SILVERY MACHINE WHICH %MSLIE
EXPLAINED 6AN 0ARYS WHO LIVES IN "RUSSELS "ELGIUM CALLED THE h0OWER3LAB ' v LOOKS LIKE A CROSS BETWEEN !PPLES
TOWER SHAPED 0OWER -ACS AND THE DISCONTINUED #UBE 3PORTING
&ANTASY -ACS RANGE FROM FLAT SCREEN I-ACS TO COMMUNICATOR EVERYTHING FROM MULTIPLE PROCESSORS TO "LUETOOTH IT IS A TECHNO
WATCHES 4HEY ARE MOCKED UP IN GLORIOUS PHOTOGRAPHIC DETAIL FETISHISTS FANTASY !N INFO GRAPHIC AT THE TOP OF THE THREAD READ
USING $ SOFTWARE 0HOTOSHOP AND )LLUSTRATOR 4HE BEST ARE h7ARNING SLIPPERY WITH DROOLv
SO REALISTIC THEY COULD BE PHOTOGRAPHS OF REAL MACHINES 4HE
DESIGNS RANGE FROM PARODY LIKE A COMPUTERCOOKING UTENSIL h,OVELY DESIGN v SAID ONE POST AMONG THE MANY COMMENTING
CALLED THE I7OK TO THE UNCANNILY PROPHETIC SUCH AS 6INCENT ON THE MOCK UP IN INTIMATE DETAIL 4HE COMMENTS ARE GENERALLY
*EUNEJEANS SKETCH OF AN OUTRÏ MACHINE THAT PRECEDED THE FLAT RESPECTFUL BUT SOMETIMES A MACHINES FANCIFUL SPECIFICATIONS
SCREEN I-ACS UNVEILING BY SEVEN MONTHS )N BETWEEN THERE WILL SPARK HEATED DEBATE EVEN THOUGH THE MACHINES DONT AND
ARE SCORES OF DESIGNS FROM AMATEUR AND PROFESSIONAL DESIGN PROBABLY NEVER WILL EXIST h(OPEFULLY A DESIGN OF YOURS STARTS
ERS SOME OF WHOM WISH IN SOME SECRET PART OF THEIR SOUL THAT A CONSIDERABLE FLURRY OF COMMENT v SAID -ATT 7EED A GRAPHIC
!PPLE WILL SEE THEIR IMAGININGS AND SUMMON THEM TO A DREAM DESIGNER FROM #OLORADO 3PRINGS #OLORADO WHO HAS CREATED
JOB IN #UPERTINO SOME GORGEOUS IMAGES OF FLAT PANEL I-ACS AND OTHER FANCIFUL
!PPLE HARDWARE h4HE NASTIER IT GETS THE BETTERv
3OMETIMES THE SPECULATION SPILLS OVER INTO THE PRESS 4HE -OST MOCK UP -ACS ARE CREATED FOR FUN 4HEY SPOOF !PPLE
-AC RUMOR SITES AND OCCASIONALLY THE TECHNOLOGY PRESS HAVE OBSESSED BY DESIGN AND SECRECY AND AT THE SAME TIME HONOR
REPORTED MOCK UP -ACS AS LEAKS FROM INSIDE !PPLES DESIGN THE COMPANY h4HIS IS WHAT ) WOULD DO IF ) HAD 3TEVE *OBS EAR v
HEADQUARTERS )N THE DAYS LEADING UP TO THE *ANUARY SAID 0AUL 3CATES A GRAPHIC ARTIST FROM 3AN $IEGO WHO HAS
-ACWORLD IN 3AN &RANCISCO 'ERMAN 7EB SITE 3PYMAC RECEIVED MADE A NUMBER OF NICE MOCK UPS OF FLAT SCREEN I-ACS AND OTHER
A LOT OF ATTENTION FOR A VIDEO OF WHAT PURPORTED TO BE AN !PPLE MACHINES (OWEVER 3CATES SAID HE HAS NO AMBITION TO WORK
0$! CALLED THE I7ALK IN !PPLES DESIGN DEPARTMENT h)TS NOT SOMETHING ) WAKE UP
THINKING ABOUT v HE SAID h) WOULD LIKE TO WORK IN THEIR MARKETING
h4HE I7ALK APPEARED TO BE REAL v SAID 0AUL +UNKEL WHO HAS WRIT DEPARTMENT ) THINK THEY NEED SOME HELP WITH THATv
TEN BOOKS ON !PPLES AND 3ONYS DESIGN DEPARTMENTS hSO REAL
THAT IT SPARKED DAYS OF ANXIOUS DISCUSSION ON THE 9AHOO AND 4HE !PPLE #OLLECTIONS $AVID 6INCENT SAID A LOT OF MOCK UP
2AGING "ULL INVESTOR CHAT BOARDSv DESIGNERS ARE MERELY EXPERIMENTING WITH $ DESIGN TOOLS )TS
EASIER TO CREATE A COMPUTER THAN A CAR OR A CATHEDRAL /N THE
(OWEVER IT APPEARS THE I7ALK VIDEO WAS AN ELABORATE HOAX OTHER HAND 6INCENT SAID SOME AMATEUR DESIGNERS MAY HAVE
4HE 3PYMAC SITE NOW CLAIMS TO BE AS SKEPTICAL OF THE VIDEO AS LANDED JOBS WITH THE HELP OF THEIR MOCK UPS h4HE WORK THEY
EVERYONE ELSE HAVING POSTED IT FOR A THIRD PARTY "UT 3PYMAC DO IS INCREDIBLE v HE SAID h)F YOU MAKE A GOOD PICTURE YOU ARE
DOESNT HAVE A VERY GOOD REPUTATIONLAST *ULY THE SITE POSTED SURE A LOT OF PEOPLE WILL SEE YOUR PICTURE AND YOUR NAME WILL
A CLEVER $ MOCK UP OF A SIMILAR DEVICE 3PYMAC DIDNT RESPOND GO AROUNDv
TO REQUESTS FOR COMMENT
)TS IMPORTANT TO NOTE THAT NONE OF THE AMATEURS HAVE PRODUCED
'AVIN 2OBB A YEAR OLD HIGH SCHOOL STUDENT ALSO FOOLED A ANYTHING AS ORIGINAL AS !PPLES OWN DESIGN DEPARTMENT 4HE
LOT OF PEOPLE LAST *ULY WITH A REALISTIC $ MOCK UP OF A GLOBE NEW SPACE AGE FLAT SCREEN I-AC IS A RADICAL DEPARTURE FROM
SHAPED ' HE CALLED THE ' 3PHERE -ADE WITH #ORELS "RYCE $ ANYTHING ANYONE EXPECTED WITH THE POSSIBLE EXCEPTION OF
SOFTWARE THE SPOOF ALSO ATTRACTED !PPLES LAWYERS WHO ASKED 6INCENT *EUNEJEANS SKETCH h7HATS FUNNY IS THAT IN ALL MY MOCK
HIM TO PULL IT OFF THE 7EB h) WANTED TO SEE IF ANYONE WOULD UPS DISCUSSIONS DEBATES THOUGHTS AND DREAMS ABOUT A NEW
BELIEVE SUCH A THING EXISTED v 2OBB SAID h(ENCE THE REALISMv FLAT PANEL I-AC ) NEVER ONCE CONSIDERED A DESIGN LIKE THE NEW
I-AC v 3CATES SAID
'ROOVY ! TRANSLUCENT I-AC FROM
DESIGNER "IG 2OSIE
,
/\Ê Ê,"-
h!PPLE LEADS THE PACK 4HEY CARE FOR
GOOD DESIGN INSIDE AND OUT AS A
PHILOSOPHY 4HEY DARE TO INNOVATE OTHERS
SIMPLY FOLLOW 7ITHOUT !PPLE TO COPY THE
INDUSTRY WOULDNT KNOW WHERE TO GOv
%THAN )MBODEN A SENIOR DESIGNER WITH FROG DESIGN WHICH IS )MBODEN SAID h4HERES PLENTY OF PEOPLE OUT THERE WHO DESIGN
FAMOUSLY ASSOCIATED WITH !PPLE AFTER HELPING TO DESIGN VARIOUS FAKE .IKES BUT THATS TO TURN A BUCKv
EARLY -ACINTOSHES SAID A LOT OF MOCK
UPS ARE EMAILED AROUND
THE OFFICE AND A LOT OF OTHER DESIGN OFFICES AROUND THE WORLD !UTHOR 0AUL +UNKEL SAID MANY PRODUCT
BASED SUBCULTURES
4HE MOST POPULAR ARE THE HUMOROUS ONES (E RECALLED THE FIRST REVOLVE AROUND A CORE GROUP OF ENTHUSIASTS WHO DESIGN THEIR
MOCK
UP HE SAW A CANDY
COLORED SEX TOY CALLED THE I"RATOR OWN EQUIPMENT h3KATEBOARDERS AND SNOWBOARDERS OFTEN CUS
TOMIZE THEIR GEAR TO MAKE IT AS GNARLY AS POSSIBLE 3NOWBOARD
)MBODEN SAID A LOT OF THINGS DRIVE AMATEUR COMPUTER DESIGNERS MANUFACTURERS LIKE "URTON OBSERVE THESE TRENDS AND RESPOND
A SURGE OF INTEREST IN DESIGN GREATER ACCESS TO SOPHISTICATED WITH THEIR OWN GNARLY DESIGNS v HE SAID IN AN EMAIL h(UNDREDS
DESIGN SOFTWARE AND OF COURSE INSPIRATION FROM !PPLE h!PPLE OF WANNA
BE CAR DESIGNERS POST THEIR CREATIONS ON THE 7EB
IS RUN BY DESIGNERS AND CREATIVES AND SOLD TO DESIGNERS AND !ND THOUSANDS MORE CUSTOMIZE THEIR CARS IN VARIOUS WAYS 4HE
CREATIVES WHO HAVE THE ABILITY TO EXPRESS THEIR DEVOTION TO CUSTOM PAINT JOBS YOU SEE ON CARS AND MOTORCYCLES ALSO EXIST
THE BRAND v HE SAID h9OURE SITTING THERE AT A COMPUTER BEING FOR COMPUTERS EVEN FOR THE -ACv
CREATIVE WHY NOT CREATE A COMPUTER v )MBODEN SAID MOCK
UP
CULTURE FEEDS ON ITSELF -OCK
UPS MAY START AS WISHFUL THINKING 7ILLIAM 4RAVIS PRESIDENT OF !TTIK 53! A LARGE DESIGN FIRM
LEADING UP TO A PRODUCT ANNOUNCEMENT BUT THEY FEED A SELF
THOUGHT THAT THE LEVEL IS PRETTY GOOD OVERALL BUT MANY OF THE
SUSTAINING CULTURE LIKE GAMERS WHO MAKE LEVELS FOR $OOM OR DESIGNS ARE TOO DERIVATIVE OF !PPLE h4HERES NOT A LOT OF VARIETY v
1UAKE h7HY DESIGN IN A VACUUM WHEN YOU CAN DESIGN AND HE SAID h! LOT OF THEM HAVE BEEN DESIGNED TO FOLLOW A PRODUCT
GET A RESPONSE v )MBODEN SAID h'OOD OR BAD YOURE PART OF LINE 4HEY ARE FOLLOWING THE STREAM OF !PPLE HISTORY RATHER THAN
A COMMUNITYv CREATING SOMETHING NEWv
)MBODEN SAID HE IS SKEPTICAL ABOUT WHETHER !PPLES DESIGN -ARCUS #ONGE WHO TEACHES $ SOFTWARE AT THE 2OCHESTER
DEPARTMENT PAYS MUCH ATTENTION TO THE AMATEURS (OWEVER )NSTITUTE OF 4ECHNOLOGY IS DELIGHTED BY THE AMATEUR DESIGN COM
!PPLE IS AN ATTENTIVE COMPANY THAT LISTENS TO ITS CUSTOMERS MUNITY h) THINK ITS AN INCREDIBLY POSITIVE ENVIRONMENT THAT JUST
AND MOCK
UPS ARE A FORM OF VISUAL FEEDBACK THAT MAY INFLUENCE KEEPS FUELING CREATIVITY v HE SAID h) THINK ITS WONDERFULv
FUTURE PRODUCTS h) CANT THINK OF ANOTHER BRAND THAT INSPIRES
A SIMILAR CULTUREAT LEAST NOT ONE THAT HONORS THE COMPANY v
- 1Ê- \Ê -/
,Ê
,Ê"Ê "
1*Ê
-
*APANESE PHOTOGRAPHER )SAMU 3ANADA FANCIES HIMSELF ANOTHER 3TEVE *OBS SPEND
ING WEEKS DESIGNING -ACINTOSH COMPUTERS (ES SO GOOD AT ANTICIPATING !PPLE HE
DREAMS UP MACHINES BEFORE THE COMPANY DOES
3ANADA IS PROLIFIC POPULAR AND ADEPT AT DREAMING UP DESIGNS THAT COULD EASILY
COME FROM !PPLES OWN LABS (IS SPECULATIVE DESIGNS FOR FUTURE -ACINTOSHES LOOK
JUST LIKE !PPLES MACHINES THOUGH THEY RARELY FORAY INTO TRULY IMAGINATIVE REALMS
)N FACT 3ANADA IS SO ADEPT AT MIMICKING !PPLES LOOK HE CREATED A DESIGN FOR A
NEW LAPTOP THAT PREDICTED !PPLES DISTINCTIVE 4ITANIUM 0OWER"OOK ' TWO MONTHS
BEFORE IT CAME OUT
3ANADAS SPECULATIVE DESIGN WHICH HE CALLED THE 0OWERFUL"OOK 2 AND POSTED TO
HIS !PPLELE 7EB SITE IN .OVEMBER SHOWED A STUNNINGLY MINIMALIST SILVERY
GRAY MACHINE SHAPED LIKE A FLAT WIDE BOX WITH HARD EDGES )NCREDIBLY IT LOOKS
JUST LIKE THE TITANIUM
CLAD 0OWER"OOK !PPLE INTRODUCED TWO MONTHS LATER AT THE
-ACWORLD %XPO IN 3AN &RANCISCO 7HATS REMARKABLE IS THAT NO ONE HAD SEEN ANY
THING LIKE A TITANIUM COMPUTER AT THE TIME !PPLE WAS SELLING FUNKY
LOOKING ORANGE
AND PURPLE I"OOKS BUT ITS HIGHER
END 0OWER"OOKS WERE BLACK AND ROUNDED LIKE
MOST OTHER NOTEBOOKS ON THE MARKET
3ANADAS MOCK UP IS ACCURATE DOWN TO DETAILS LIKE THE SLOT LOADING #$$6$ DRIVE
THE LOCATION OF THE !PPLE LOGO AND THE SHAPE OF THE DISTINCTIVE COOLING VENTS
ALTHOUGH THE PLACEMENT DIFFERS 3OME OTHER THINGS ARE ALSO DIFFERENT 3ANADA GAVE
HIS MACHINE A BUILT IN CARRYING HANDLE A FEATURE !PPLE LEFT OFFALTHOUGH HANDLES
ARE BUILT INTO THE OLDER I"OOKS
%THAN )MBODEN A SENIOR DESIGNER WITH FROG DESIGN WHICH HELPED !PPLE DESIGN .APOLEON COMPLEX 0HOTOGRAPHER
VARIOUS NOW
VINTAGE -ACINTOSHES SAID IT WAS INCREDIBLE THAT 3ANADA HAD )SAMU 3ANADA WOULD LIKE TO BE
MANAGED TO PRECONCEIVE THE 4ITANIUM 0OWER"OOK SO CLOSELY h4HATS REALLY 3TEVE *OBS 3PENDING HIS SPARE
IMPRESSIVE v )MBODEN SAID h4O GO FROM THE BLACK ORGANIC 0OWER"OOK IN !PPLES TIME MAKING BEAUTIFUL MOCK
UPS
PREVIOUS DESIGN )TS PROPHETIC AND INDEED UNCANNYv OF -ACS 3ANADA WOULD LIKE
NOTHING MORE THAN TO BE NOTICED
"UT AS HE SPOKE )MBODEN REALIZED THAT ALL THE ELEMENTS OF 3ANADAS 0OWERFUL"OOK BY !PPLE ,UCKILY HE HAS A SENSE
WERE PRESENT IN !PPLES #UBE WHICH HAD BEEN RELEASED SHORTLY BEFORE THE OF HUMOR NOTE THE SOCK
MINIMALISM THE SILVERY
GRAY COLOR THE BOXY FORM )MBODEN SAID IT WAS CLEAR
,
/\Ê- 1Ê-
THAT 3ANADA HAD TAKEN THOSE ELEMENTS AND APPLIED THEM TO A NOTEBOOK WHICH
IS EXACTLY WHAT THE COMPANY DID )MBODEN PRAISED 3ANADAS ABILITIES h(ES GOT
A TALENT FOR PROPORTION AND DETAIL AND HE CAN CERTAINLY RIFF OFF OF !PPLES DESIGN
LANGUAGE v )MBODEN SAID
3ANADAS PRESCIENT ABILITIES ARE IN FACT A TESTAMENT TO THE SIMPLICITY AND CONSIS
TENCY OF !PPLES DESIGNS )MBODEN SAID h!PPLES DESIGN LANGUAGE IS INCREDIBLY
MODERNIST AND MINIMALIST v HE SAID h4HERES SUCH A CLEAR DESIGN LANGUAGE IT IS
INSTANTLY RECOGNIZABLE AS !PPLES BRANDv
4/0 4ALENTED 3ANADAS DESIGN
FOR A mAT SCREEN !PPLE DESKTOP
LOOKS REMARKABLY LIKE SOME OF
THE NEW TABLET 0#S EVEN THOUGH
IT PRECEDED THEM BY A COUPLE
OF YEARS
, /\Ê- 1Ê-
"/44/- ,%&4 0RECOG 3ANADA
HAS !PPLES AESTHETIC DOWN PAT
(E POSTED THIS PICTURE OF A NEW
0OWER"OOK TWO MONTHS BEFORE
!PPLE UNVEILED ITS STRIKINGLY
SIMILAR 4ITANIUM 0OWER"OOK
, /\Ê- 1Ê-
"/44/- 2)'(4 4OASTY 3ANADAS
DESIGNS DISPLAY AN OBVIOUS SENSE
OF HUMOR
,
/\Ê- 1Ê-
4/0 /OH 7EEDS DESIGN FOR
AN !PPLE SUBNOTEBOOK CALLED
THE I2OCKET
,
/\Ê //Ê7
2)'(4 4OO GOOD TO BE TRUE
$ESIGNER -ATT 7EEDS STUNNING
DESIGN FOR A NEW I-AC 7EED
BECAME SO OBSESSED WITH
MOCKING UP -ACS HE NEGLECTED
HIS BUSINESS
,
/\Ê //Ê7
3ANADA CALLS HIMSELF THE DIRECTOR OF THE .EW 3PECIES !PPLE FOR THE COMPANY FOR A SALARY OF THE SAME AS *OBS ANNUAL
,ABORATORY WHICH CONDUCTS hRESEARCH ON NEW !PPLE DESIGNSv INCOME h!PPLE CREATED THE FUTURE AND !PPLE CONTINUES CREAT
4HE LABORATORY APPEARS TO BE THE CROWDED OFFICE OF 3ANADAS ING THE FUTURE CURRENTLY v HE SAID h!PPLE SHOWS THE FUTUREv
SMALL BUSINESS A PORTRAIT STUDIO HE OWNS IN 4OYOTA #ITY *APAN
CALLED THE -ARIE2OSA #OLLECTION h3ANADA WAS ONE OF THE FIRST TO CREATE HIGHLY POLISHED YET
GOOFY FANTASY DESIGNS FOR FUTURE -ACS v SAID AN EMAIL FROM
3ANADAS OFFICE IS PACKED WITH -ACS HE OWNS (E DESIGNS 0AUL +UNKEL WHO HAS WRITTEN BOOKS ON !PPLES AND 3ONYS
MOCK
UP -ACS IN HIS SPARE TIME AND HAS ABOUT OF THOSE DESIGN DEPARTMENTS h(E CREATES TIMID EXTENSIONS OF EXISTING
(E MAKES THE BASIC FORMS IN 3HADE A $ APPLICATION FROM PRODUCTS AND INSPIRED SEVERAL !MERICANS TO DO THE SAME AND
%XPRESSION4OOLS AND ADDS DETAIL IN !DOBE 0HOTOSHOP 3OME GO MUCH FARTHER 3ANADA TAKES HIMSELF AND HIS WORK PRETTY
OF THEM TOOK WEEKS TO CREATE h,IKE A LOT OF -AC FANS ) THINK SERIOUSLY (ES ASSERTED COPYRIGHT PROTECTION ON HIS DESIGNSv
ABOUT IDEAL -AC v HE SAID IN AN EMAIL INTERVIEW h"ECAUSE IT IS 3ANADA HOWEVER SAID HE HAS NOT ASSERTED COPYRIGHTS ON HIS
PLEASANT ) TURN IDEAL -AC INTO A PICTURE ) MADE THEM IN ORDER DESIGNS
TO SURPRISE MY FRIENDS ON THE 7EB ) MADE THEM WITH THE INTEN
TION OF A JOKEv 3WISS 7EB DESIGNER $AVID 6INCENT WHO ARCHIVES A LOT OF MOCK
UP -ACS AT 4HE !PPLE #OLLECTION SAID HES RECEIVED A NEW
3ANADA SAID THAT ALTHOUGH HIS DESIGNS ARE POPULAR WITH THE DESIGN FROM 3ANADA ALMOST EVERY MONTH FOR THE LAST TWO YEARS
-ACINTOSH RANK AND FILE HE HASNT HAD ANY CONTACT WITH !PPLE h)T IS NICE WORK HE DOES v 6INCENT SAID h(E IS HOPING !PPLE WILL
(ED LIKE TO HEAR FROM THE COMPANY EVEN THOUGH HE IS HUMBLE ONE DAY COME TO HIM AND MAKE ONE OF HIS COMPUTERS (E IS
ABOUT HIS DESIGN ABILITIES h!PPLES THOUGHT IS MORE SPLENDID TRYING TO GET !PPLE TO LOOK AT HIM ) KNOW THIS IS WHAT HE WANTS
THAN MY THOUGHT v HE SAID "UT HE ADDED THAT HED GLADLY WORK BUT !PPLE IGNORES HIM )T IS SADv
4/0 $ROOL WORTHY 7EEDS FOLDING
I-AC AND OTHER DESIGNS HAVE
ATTRACTED MUCHO TRAFlC TO HIS
7EB SITE
, /\Ê //Ê7
2)'(4 $ETAIL DETAIL 7EED EVEN
CREATED CLOSE UPS OF KEY FEATURES
AS WELL AS MOCK ADVERTISING FOR
HIS MOCK PRODUCTS
, /\Ê //Ê7
/ Ê*--" Ê",Ê - Ê
- 7EED CREATES HIS FANTASY DESIGNS USING 3TRATA $PRO A HIGH
END RENDERING PROGRAM USED BY MANY PROFESSIONAL DESIGNERS
-ATT 7EED WAS SO OBSESSED WITH MAKING MOCK UP -ACS HE h(IS MODELING IS AS GOOD AS ANYTHING THEY CREATE AT !PPLE v SAID
NEGLECTED HIS GRAPHIC DESIGN BUSINESS 7EED THE PRESIDENT 0AUL +UNKEL h5NFORTUNATELY HE DOESNT SEEM TO CARE ABOUT
OF !CORN #REATIVE IN #OLORADO 3PRINGS #OLORADO SPENT WEEKS ENGINEERING OR MANUFACTURABILITYv
CREATING ELABORATE DESIGNS FOR FUTURE -ACINTOSHES WHILE HIS
SMALL STAFF KEPT THE BUSINESS AFLOAT h/THERS WORKED ON FOR !LTHOUGH 7EED LIKES HIS DESIGNS TO BE SEEN BY A WIDE AUDIENCE
GOTTEN PAYING PROJECTS WHILE THE IMPERIOUS LEADER ME WAS HE HASNT SENT ANYTHING TO !PPLE h)T WOULD BE OFFENSIVE TO
HELL BENT ON CREATING DAMNED FANTASY -ACS v 7EED SAID IN AN THEM v HE SAID h4HEY HAVE A WONDERFUL INDUSTRIAL DESIGN TEAM
EMAIL INTERVIEW AND THEY SURE DONT NEED MY HELPv
"UT 7EEDS NEGLECT PAID OFF IN THE END (IS DESIGNS GENERATED 3OME OF THE MOST ENTHUSIASTIC -AC MOCK UP ARTISTS ARE PRECO
PLENTY OF TRAFFIC FOR HIS COMPANYS 7EB SITE AND BUMPED IT UP CIOUS TEENAGERS %OBAN "INDER 'AVIN 2OBB AND -ICHAEL -ATAS
IN )NTERNET SEARCH ENGINE RANKINGS 7EEDS THREE MOCK -ACSA ARE ALL STILL IN HIGH SCHOOL AND DESIGN -ACS IN THEIR SPARE TIME
SUBNOTEBOOK WITH A FOLDING KEYBOARD CALLED THE I2OCKET A FOLD BUT TWO OF THEM ALSO RUN THEIR OWN BUSINESSES AND THE OTHER
ING I-AC AND A TRANSLUCENT FLAT SCREEN I-ACHAVE ATTRACTED WAS HIRED BY A WELL KNOWN SOFTWARE COMPANY 4HEY EACH HAVE
VISITORS TO HIS SITE HE ESTIMATED FROM SERVER STATISTICS AT LEAST FOUR COMPUTERSALL -ACS OF COURSE
(IS DESIGNS HAVE ALSO BEEN FEATURED ON OTHER 7EB SITES AND
REPRINTED IN -ACINTOSH MAGAZINES IN !USTRALIA AND *APAN "INDER OF 7HITEFISH "AY 7ISCONSIN STARTED HIS OWN hLITTLE
GRAPHICS COMPANYv CALLED E0IX IN WHEN HE WAS ONLY
4/0 3HINY ! CHROME I-AC
FROM TEENAGER %OBAN "INDER
(E STARTED HIS OWN GRAPHICS
COMPANY AT AGE
, /\Ê " Ê ,
"/44/- 'LOBAL AMBITIONS
'AVIN 2OBBS DESIGN FOR A
SPHERICAL -AC (E EVEN MOCKED
UP A DETAIL OF THE MACHINES PORTS
,
/\Ê6 Ê,"
h) CREATED A QUICK 7EB SITE HOSTED BY !MERICA /NLINE AND VOILÌ ) WAS IN BUSINESS v
HE SAID
,IKE MANY OTHER DESIGNERS HE USES FANCIFUL DESIGNS SUCH AS CHROME I-ACS AND
' 3PHERES TO DRIVE TRAFFIC TO HIS SITE h) KNOW THAT A LOT OF PEOPLE DOWNLOAD MY
IMAGES OR AT LEAST VIEW THEM v HE SAID h-Y GALLERY ON MY SITE INCLUDES MY WORK
AND FOR SOME REASON PEOPLE TEND TO UPLOAD IT TO A BUNCH OF OTHER PLACES TOOv
2OBB A YEAR OLD HIGH SCHOOL JUNIOR ALSO RUNS HIS OWN GRAPHICS BUSINESS h/UR
COMPANY MAKES NATIONAL ADS FOR A LARGE AUDIO MANUFACTURER AND DISTRIBUTOR v HE
SAID ,AST YEAR 2OBB CREATED A ' 3PHERE THAT FOOLED MANY PEOPLE INTO THINK
ING IT WAS REAL 5NLIKE MOST MOCK UP -ACINTOSH DESIGNERS 2OBB HEARD FROM
!PPLEWELL !PPLES LAWYERS (E RECEIVED A CURT EMAIL ASKING HIM TO REMOVE THE
GRAPHIC FROM HIS SITE WHICH IS DEVOTED TO $ ART h0RETTY SOON AFTER TRAFFIC TO THE
SITE SKYROCKETED ) RECEIVED AN E MAIL REQUESTING THAT THE SITE BE TAKEN DOWN AS
SOON AS POSSIBLE v HE SAID
!LTHOUGH HE HAS OBVIOUS TALENT AS A DESIGNER 2OBB IS NOT SURE WHAT HE WANTS TO
DO WHEN HE FINISHES SCHOOL h) GUESS ;BEING A DESIGNER IS= A POSSIBILITY v HE SAID
-ATAS WAS WHEN HE WAS HIRED BY THE /MNI 'ROUP IN A 3EATTLE SOFTWARE
DEVELOPER THAT CREATED THE WELL
RECEIVED /MNI7EB BROWSER FOR -AC /3 8 (E
WAS ASSIGNED TO DO USER INTERFACE WORK AND TECH SUPPORT (E ALSO DOES OCCASIONAL
FREELANCE WORK AS A GRAPHIC DESIGNER AND VIDEO EDITOR
-ATAS HAS CREATED A NUMBER OF INTERESTING CONCEPTS FOR FLAT PANEL I-ACS AND HE
WOULD LOVE TO DESIGN FOR !PPLE ! CAPTION AT THE TOP OF HIS 7EB PAGE USED TO READ
h3TEVE *OBS IF YOU LOOK AT THESE AND LIKE WHAT YOU SEE ) AM LOOKING FOR A JOB SO
E MAIL ME AT MICHAEL?M MACCOMv
7OBBLY 4EENAGER -ICHAEL
-ATAS WHIMSICAL DESIGN FOR
A mAT
SCREEN I-AC
,
/\Ê
Ê /-
!NY DAY NOW ,IKE A LOT OF -AC
FANS DESIGNER 2OBERT %MSLIE IS
EAGERLY AWAITING !PPLES NEXT
GENERATION MACHINE A ' 0OWER
-AC (ERES A MOCK
UP HE SPENT
MANY HOURS CREATING
,
/\Ê,"
,/Ê
-
2OBERT %MSLIE A DIGITAL ARTIST WHO LIVES IN &RANCE AND !SIA %MSLIE MAY HAVE SPENT AS LONG AS HOURS TO CREATE THE MOCK
NOTED THAT NOT ONLY AMATEURS COPY !PPLE DESIGN h3OME 0# UP IN #ORELS "RYCE $ SOFTWARE (E ISNT SURE EXACTLY HOW LONG
MANUFACTURERS ARE SHAMELESSLY SELLING MOCK
UP -ACS FROM IT TOOK h! LOT OF LATE
NIGHT WORK TENDS TO WARP TIME PERCEPTION
#OMPAQ TO $ELL AND E-ACHINES WHICH GOT BURNED IN THE S A BIT v HE SAID
FOR FLAT
OUT COPYING THE ORIGINAL I-AC v HE SAID h-ICROSOFT MADE
THEIR FORTUNE SELLING A MOCK
UP OF THE -AC /3 FOR YEARSv $ESIGNING THE I0AD WAS hSIMPLY AN EXERCISE IN COPYING COOL
DESIGN v HE SAID h2ENAISSANCE PAINTERS LEARNED BY COPYING THE
%MSLIE HAS BEEN WORKING ON VARIOUS MOCK
UPS FOR A POR
MASTERS OF THE TIME !PPLE LEADS THE PACK v HE GUSHED h4HEY
TABLE !PPLE 7EB PAD SINCE /NE OF HIS DESIGNS WAS A CARE FOR GOOD DESIGN INSIDE AND OUT AS A PHILOSOPHY 4HEY DARE
WINNER IN 'EEK #ULTURES h$ESIGN AN ,#$ I-ACv CONTEST TO INNOVATE OTHERS SIMPLY FOLLOW 7ITHOUT !PPLE TO COPY THE
%MSLIE WAS CONVINCED !PPLE WOULD UNVEIL SUCH A DEVICE hANY INDUSTRY WOULDNT KNOW WHERE TO GO
DAY NOWv
h-ACINTOSH COMPUTERS AND THEIR OPERATING SYSTEM CREATE AN
h3URELY THEY HAVE SOMETHING IN THE LIKES FOR FUTURE RELEASE v HE ATMOSPHERE THAT KINDLY INCLUDES THE USER IN AN ECOLOGY OF SORTS
SAID h) FOR ONE SURE HOPE SOv THATS SIMPLY NONEXISTENT IN THE 7INTEL WORLD -ACS OOZE WITH
COOLNESS UP TO THE MINUTEST DETAIL ) FIND IT VERY HARD NOT TO ENTER
SOME DEEP AND SENSUAL RELATIONSHIP WITH VIRTUALLY EVERY -AC
) SEEx 4HEYRE UNOBTRUSIVE DEPENDABLE NICE TO TOUCH SNAPPY COMPUTER BUT EACH COMPONENT IS KEPT SEPARATE AND ALLOWED TO
PRACTICAL COMPACT WELL THOUGHT
OUT LONG
LIVED v HE ADDED TRULY BE THE BEST THEY CAN BE THE FLAT SCREEN IS REALLY FLAT AND
THE GUTS ARE ALL HOUSED HORIZONTALLY
5P UNTIL *ANUARY MOCK
UP -ACS LOOKED INCREDIBLY FUTUR
ISTIC 4HEY WERE DESIGNED IN WEIRD SHAPES AND COOL COLORS h/F COURSE IN HINDSIGHT IT TRULY IS THE MOST SIMPLE OBVIOUS
WITH FLAT SCREENS AND UNCONVENTIONAL INTERFACES "UT COMPARED SOLUTION v 3CATES SAID h"UT ) WAS LOCKED IN TO THE IDEA THAT IT
TO !PPLES FLAT
SCREEN I-AC MANY NOW LOOK TIMID AND DATED TRULY HAD TO BE A ONE
PIECE DESIGN LIKE THE OLD I-AC OF THE TH
STRANGE ANACHRONISMS FROM A TIME WHEN PEOPLE IMAGINED FLAT
#ENTURY !NNIVERSARY -AC FROM SEVERAL YEARS AGO 4HE THOUGHT
SCREEN COMPUTERS TO LOOK LIKE PICTURE FRAMES WITH A #$$6$ OF USING AN ARM NEVER OCCURRED TO MEv
DRIVE BOLTED ON h)N ALL MY MOCK
UPS DISCUSSIONS DEBATES
THOUGHTS DREAMS ET CETERA ABOUT A NEW FLAT
PANEL I-AC ) 3CATES SAID THE EXPERIENCE OF BEING BLINDSIDED BY !PPLE HAS
NEVER ONCE CONSIDERED A DESIGN LIKE THE NEW I-AC v SAID 0AUL PUT HIM OFF DESIGNING CONCEPT COMPUTERS h)LL BE HARD
PRESSED
3CATES A GRAPHIC DESIGNER WHOSE MOCK
UPS OF FLAT
SCREEN TO TOP THIS NEW I-AC v HE SAID h) DONT THINK ) EVEN WANT TO TRY
I-ACS DREW MUCH PRAISE ON MESSAGE BOARDS 4HERES NOTHING REALLY FOR ME TO IMAGINE FANTASIZE ABOUT OR
WISH FOR BECAUSE THEYVE DONE IT FOR ME 4HIS NEW I-AC DOUSED
h7HEN ) SAW THE NEW I-AC ) BASICALLY SMILED AND SAID @4HATS WHATEVER )
CAN
DESIGN
A
COOL
I-AC
TOO FIRES ) HAD BURNING
IT ITS BEAUTIFUL 4HEY MANAGED TO KEEP THE I-AC AN ALL
IN
ONE INSIDE MEv
7EB PAD $ESIGNER 2OBERT %MSLIE
SPENT MANY AN EVENING WORKING
ON THIS 7EB PAD DESIGN WHICH
HE CALLS THE I0AD (ES HOPING
!PPLE WILL RELEASE A SIMILAR BEAST
hANY DAY NOWv
,
/\Ê,"
,/Ê
-
)NTIMIDATED 0AUL 3CATES HAS A
NICE CLEAN EYE (IS DESIGNS OF
mAT
SCREEN I-ACS I"OOKS AND A
NEW #UBE ARE CLEAN AND ELEGANT
"UT HE THINKS !PPLE DOES IT BETTER
,
/\Ê*1 Ê-
/
-
,%&4 #/,5-. !PPLE ON
CAMPUS !PPLES DESIGN AES
THETIC IS SO STRONG ONE COLLEGE
PROFESSOR GETS HIS STUDENTS TO
DESIGN FANTASY -ACS AS PART OF
THEIR COURSEWORK
,
/\Ê,/É 6 Ê-
,
"%,/7 &AR OUT ! FUTURISTIC
!PPLE COMPUTER DESIGNED BY
9U
#HEN (SIEH A STUDENT AT THE
2OCHESTER )NSTITUTE OF 4ECHNOLOGY
,
/\Ê,/É91
Ê-
-OST MOCK
UP -ACS ARE CREATED FOR FUN
4HEY SPOOF !PPLE OBSESSED BY DESIGN
AND SECRECY AND AT THE SAME TIME HONOR
THE COMPANY
, Ê
- \Ê -", Ê %THAN )MBODEN A SENIOR DESIGNER WITH FROG DESIGN SAID THE
**
½-Ê
-/
/
EXERCISE IS A GOOD ONE FOR TRAINEE PRODUCT DESIGNERS !PPLE
HAS SUCH A CLEAR DESIGN hLANGUAGE v IT SHOULDNT BE TOO DIFFICULT
!PPLES DESIGN AESTHETIC IS SO STRONG THAT ONE COLLEGE PROFES
FOR STUDENTS TO RECOGNIZE THE DISTINCTIVE ELEMENTS AND RESHAPE
SOR GETS HIS STUDENTS TO DESIGN NEW HARDWARE SPECIFICALLY FOR THEM INTO SOMETHING NEW BUT RECOGNIZABLY !PPLE h4HE EXER
!PPLE -ARCUS #ONGE WHO TEACHES $ DESIGN AT THE 2OCHESTER CISE IS TO MAKE SOMETHING NEW BUT ;THAT= LOOKS LIKE AN !PPLE
)NSTITUTE OF 4ECHNOLOGY IS AN UNUSUAL INSTRUCTOR 7HILE MOST PRODUCT v HE SAID h)T HAS TO COMMUNICATE THE BRAND )TS GOT TO
TUTORS GET THEIR STUDENTS TO DESIGN FOR BROAD PRODUCT CATEGORIES FIT INv
LIKE TOOTHBRUSHES OR REFRIGERATORS STUDENTS ARE RARELY INSTRUCTED
TO DESIGN FOR A SPECIFIC COMPANY 4HAT #ONGE HAS SINGLED OUT #ONGE HOWEVER SAID HE ENCOURAGES STUDENTS TO LET THEIR IMAGI
!PPLE IS A TESTAMENT TO THE COMPANYS UNIQUE POSITION IN THE NATIONS RUN REALLY WILD h!T FIRST A LOT OF THE STUDENTS DONT WANT
DESIGN WORLD TO GO BLUE SKY TO PUSH THE ENVELOPE v HE SAID h"UT ) TELL THEM
THEYRE STUDENTS NOWS THE ONLY TIME THEYLL BE ABLE TO DO THAT
%VERY SEMESTER FOR THE LAST SIX YEARS #ONGE HAS ASSIGNED 7HEN THEY GO PROFESSIONAL THEY WONT HAVE THE FREEDOMv
STUDENTS THE TASK OF DESIGNING AN !PPLE PRODUCT USING THE $
SOFTWARE HE TEACHES!LIAS\7AVEFRONTS 3TUDIO AND -AXONS #ONGE SAID THE ONLY OTHER AREA OF DESIGN THAT INSPIRES AS MUCH
#INEMA $ 4HE STUDENTSALL TRAINEE INDUSTRIAL DESIGNERSARE PASSION AND ENTHUSIASM AS -ACS IS CARS (OWEVER HE DOESNT
ALSO GIVEN THE CHOICE OF DESIGNING A CONSUMER ELECTRONIC GET HIS STUDENTS TO DESIGN CARS 0RODUCT DESIGN AND CAR DESIGN
DEVICE OR A COMMON HOUSEHOLD GOOD BUT MOST CHOOSE THE ARE LIKE FISH AND FOWL #ONGE SAID THEY DONT MIX 4HE PREMIER
!PPLE ASSIGNMENT h4HE PROJECTS KEEP CHANGING BUT ) KEEP SCHOOL FOR WOULD
BE CAR DESIGNERS IS THE !RT #ENTER #OLLEGE OF
THROWING THE !PPLE STUFF IN THERE v #ONGE SAID h4HE MAJORITY OF $ESIGN IN 0ASADENA #ALIFORNIA
THE STUDENTS PICK THE !PPLE STUFFv
#ONGE SHOWCASES SOME OF THE STUDENTS WORK ON HIS $ 4OAD
h)VE NEVER SEEN ANYONE GO BONZO OVER VACUUM CLEANERS LIKE 7EB SITE &ROM THERE SOME OF THE !PPLE DESIGNS FIND THEIR WAY
THEY DO -ACS v HE ADDED ONTO )NTERNET CHAT FORUMS WHERE SPECULATIVE !PPLE DESIGNS ARE
DISCUSSED /N A COUPLE OF OCCASIONS THE MOCK
UPS HAVE BEEN 3INCE THEN #ONGE HAS BEEN A DEVOTED FAN OF THE -ACINTOSH
REPORTED IN THE MEDIA AS LEAKS FROM !PPLES SECRETIVE DESIGN DRAWN ESPECIALLY TO !PPLES SENSE OF STYLE #ONGE NOTED HOW
DEPARTMENT #ONGE RECALLED THE OCCASION WHEN ONE PARTICULARLY INFLUENTIAL !PPLES AESTHETIC HAS BEEN AND NOT JUST WITHIN THE
OUTRAGEOUS DESIGN SHOWED UP ON A -AC RUMOR SITE TOUTED AS A COMPUTER INDUSTRY h*UST GO DOWN TO 4ARGET AND LOOK AT ALL
NEW !PPLE MACHINE h7E THOUGHT THAT WAS REALLY FUNNY v #ONGE THE STUFF IN TRANSLUCENT COLORED PLASTIC v HE SAID h4HEY ARE THE
SAID h7E WERE SAYING @) DOUBT !PPLE WOULD DO SOMETHING THAT LEADER IN THE SHAPE OF THEIR PRODUCTS AND THE MATERIALS THEY USE
BRIGHT GREEN %VEN THE SITES READERS DIDNT BELIEVE IT )T WAS !PPLE INSPIRES THE STUDENTS TO PUSH THEIR DESIGNS INTO DIFFERENT
OBVIOUSLY COMPUTER
GENERATEDv DIRECTIONSv
/NE OF THE STUDENTS WHOSE SPECULATIVE !PPLE DESIGNS WERE #ONGE SAID THAT WHEN STUDENTS ENROLL MOST OF THEM USE
POPULAR ON THE 7EB HAS ACTUALLY GONE ON TO WORK AT !PPLE AS AN 7INDOWS 0#S BOUGHT BY THEIR PARENTS ALTHOUGH THE SCHOOL
INTERFACE DESIGNER 7HETHER OR NOT HIS DESIGN CAUGHT ANYONES IS FILLED WITH -ACS "Y THE END OF THE COURSE PERCENT HAVE
EYE AT !PPLE ISNT CLEAR !PPLE DECLINED TO SET UP AN INTERVIEW SWITCHED TO -ACS #ONGE SAID h4HEY COME IN AS 0# USERS AND
FOR THE EMPLOYEE AND HE DIDNT RESPOND TO REQUESTS FOR COM
LEAVE AS -AC USERS v #ONGE SAID h4HE PARENTS BUY THEM 0#S
MENTS THANKS TO !PPLES POLICY OF FORBIDDING EMPLOYEES TO TALK BECAUSE ITS THE STANDARD ITS WHAT EVERYONE USES "UT THE STU
TO THE MEDIA DENTS LIKE THE SIMPLICITY OF THE MACHINES AND THE GOOD DESIGN
9OU GET WHAT YOU PAY FOR WHEN IT COMES TO A -ACv
"EFORE TEACHING #ONGE WAS A DIGITAL ARTIST AND hDEMO GODv FOR
!LIAS (E HAS USED $ DESIGN PROGRAMS ON THE -AC SINCE "UT #ONGE HAS LITTLE TIME FOR FANATICS h4HE WHOLE IDEA OF AN
WHEN HE PICKED UP 3WIVEL $ AN EARLY $ PROGRAM THAT GENER
!PPLE RELIGION IS DEPRESSING TO ME v HE SAID h4HE IDEA THAT
ATED SIMPLE VOLUMETRIC SHAPES AND PRIMITIVES )T WAS RUNNING YOU WILL FIGHT TOOTH AND NAIL FOR AN OBJECT THATS TOO FANATICAL
ON A BLACK
AND
WHITE -AC 0LUS FOR MEv
4/0 0HONE HOME ! MOCK "/44/- -)$$,% .EW I"OOK "/44/- 2)'(4 (ANDY ! 0$!
UP !PPLE VIDEOPHONE CALLED 4HIS ROLL UP 0OWER"OOK WAS DESIGN BY STUDENT $AVID 3CHAFER
THE I SEE 3MART 0HONE BY 2)4 DESIGNED BY STUDENT -ICHAEL !PPLE HAS HIRED 2)4 DESIGN
STUDENT 9UHAY 2AY .G )ENNA "UT WHERES THE OBLIGATORY STUDENTS WHOSE MOCK UPS WERE
, /\Ê,/É919,9Ê !PPLE LOGO POPULAR ON THE 7EB BUT ITS
, /\Ê,/É
Ê NOT CLEAR WHETHER IT WAS ON THE
"/44/- ,%&4 0ORTA-AC STRENGTH OF THOSE DESIGNS OR NOT
3TUDENT 3TEPHEN ,EMAYS DESIGN
, /\Ê,/É 6 Ê-
,
FOR A FOLD UP 0OWER"OOK
,
/\Ê,/É-/
*
Ê
9
/-
,
Ê
Ê
-
Ê 9Ê Ê /
1,¶ GOOD IDEA FOR THEM v 6INCENT SAID h)T IS THE ONLY SITE WHERE YOU
GET TO SEE ALL THESE PROTOTYPESv 4HESE IMAGINARY MACHINES ARE
! "ELGIAN 7EB DESIGNER SAID HE SAW !PPLES REVOLUTIONARY FLAT
CREATED BY -ACINTOSH FANS TO SHOW MACHINES THEY WOULD LIKE
SCREEN I-AC DESIGN WELL BEFORE IT DEBUTED IN *ANUARY TO SEE FROM !PPLE *EUNEJEAN SAID HIS I-AC SKETCH WAS THE ONLY
BECAUSE HE POSTED A VERY SIMILAR CONCEPT ON THE 7EB MORE FANTASY -AC HE HAS CREATED ALTHOUGH HE HAD PREVIOUSLY POSTED
THAN SIX MONTHS BEFORE 6INCENT *EUNEJEANS SKETCH BEARS AN DESIGNS FOR SOME DESKTOP PICTURES
UNCANNY RESEMBLANCE TO THE FUNKY FLAT
SCREEN I-AC )T HAS THE
SAME DOME
SHAPED BASE AND FLAT
SCREEN DISPLAY SUPPORTED -OST OF THE FANTASY FLAT
PANEL I-AC DESIGNS ON THE 7EB RESEMBLE
BY A THIN ARM .OT ONLY IS IT THE SAME SHAPE DETAILS LIKE THE A CONCEPT MACHINE MOCKED UP BY FROG DESIGN FOR -ACWORLD
PLACEMENT OF THE !PPLE LOGO AND THE MACHINES PORTS ARE STRIK
MAGAZINE FROG DESIGNS CONCEPTION IS FAIRLY CONVENTIONAL IT
INGLY SIMILAR FEATURES A FLAT
SCREEN MONITOR AND AN IRREGULARLY SHAPED BOX
HOUSING THE GUTS OF THE MACHINE )N )NTEL ALSO COMMIS
h) THINK THEY COPIED IT v SAID *EUNEJEAN THROUGH A TRANSLATOR h)TS SIONED A NUMBER OF CUTTING
EDGE DESIGNS FOR AN h%ASE OF 5SEv
SO SIMILAR "UT ) CANT BE SURE )TS QUITE STRANGE -AYBE SOME
INITIATIVE AIMED AT SPURRING SALES OF FUNKY COMPUTERS TO ORDINARY
ONE ON THE I-AC DEVELOPMENT TEAM SAW THE DESIGNv CONSUMERS !LTHOUGH SOME ARE VERY FUNKY INDEED NONE OF THE
DOZENS OF CONCEPT 0#S LOOK ANYTHING LIKE THE NEW I-AC
*EUNEJEAN A SENIOR DESIGNER WITH %MAKINA A NEW
MEDIA FIRM
IN "RUSSELS SAID HE MADE THE SKETCH IN *UNE SHORTLY *EUNEJEAN SAID HE ALSO SENT HIS SKETCH TO !PPLES #%/ 3TEVE
BEFORE -ACWORLD %XPO IN .EW 9ORK !T THE TIME !PPLE WAS *OBS IN AN EMAIL BUT HE HAS NO IDEA WHETHER *OBS SAW IT
WIDELY EXPECTED TO INTRODUCE A REDESIGNED I-AC WITH A FLAT
BECAUSE HE NEVER RECEIVED A REPLY h!T FIRST ) WAS SURPRISED OF
PANEL SCREEN *EUNEJEAN SAID HE WANTED TO BUY A NEW I-AC AND COURSE v HE SAID WHEN HE SAW PICTURES OF THE FLAT
SCREEN I-AC
SKETCHED OUT HIS IDEAL MACHINE FOR THE FIRST TIME h) DID NOT BELIEVE IT )TS QUITE FRUSTRATING ) FEEL
)VE BEEN COPIED AND THERES NOTHING IN RETURNv
*EUNEJEAN SCANNED THE SKETCH AND SENT IT TO 4HE !PPLE #OLLECTION
A 7EB SITE DEDICATED TO -ACINTOSH CULTURE WHICH POSTED THE *EUNEJEAN SAID HE DREAMED UP THE DESIGN HIMSELF (E WAS NOT
IMAGE ON *UNE 4HE !PPLE #OLLECTION IS A SHOWCASE FOR PARTY TO ANY OF !PPLES PRELIMINARY DESIGNS OR PROTOTYPES HE
FANCIFUL COMPUTER DESIGN AND IS POPULAR WITH COMPUTER DESIGN
SAID h4HE DESIGN WAS LOGICAL v HE SAID h4HEY MADE A CUBE
ERS 4HE SITE FEATURES HUNDREDS OF DESIGNS FOR FANTASY -ACS AND A TOWER ) WAS SURE THEY WOULD MAKE SOMETHING SPHERICAL
) KNOW THEM TOO WELLv
4HE SITES SERVER LOGS SHOW THAT !PPLE EMPLOYEES VISIT THE SITE
EVERY WEEK SAID $AVID 6INCENT WHO RUNS THE SITE FROM HIS "UT THE SIMILARITY BETWEEN *EUNEJEANS SKETCH AND THE FLAT
PANEL
HOME IN 3WITZERLAND 6INCENT FORWARDED TO 7IRED .EWS THE I-AC COULD BE A MATTER OF COINCIDENCE *EUNEJEAN SAID HE
ORIGINAL EMAIL THAT *EUNEJEAN SENT TO 4HE !PPLE #OLLECTION 4HE POSTED THE SKETCH IN *UNE COULD !PPLE HAVE DEVELOPED SUCH A
EMAILS HEADERS APPEAR TO CONFIRM THAT IT WAS SENT LAST YEAR COMPLEX MACHINE IN SUCH A SHORT TIME !PPLE CLAIMS TO HAVE
BEEN WORKING ON THE MACHINE IN ITS CURRENT INCARNATION FOR
4HE NEW I-ACS DESIGN IS SO PECULIAR NO ONE BESIDES *EUNEJEAN TWO YEARS ACCORDING TO AN ARTICLE IN A *ANUARY EDITION OF 4IME
SEEMS TO HAVE PREDICTED IT .ONE OF THE OTHER HUNDREDS OF MAGAZINE
DESIGNS AT 4HE !PPLE #OLLECTION RESEMBLE THE NEW I-AC
*EUNEJEAN SAID HE WOULD LIKE TO HEAR FROM !PPLE EVEN IF IT IS
6INCENT SAID 4HE !PPLE #OLLECTION IS A POPULAR DESTINATION FOR JUST A COINCIDENCE h) WOULD LIKE TO GET SOME FEEDBACK FROM
PROFESSIONAL DESIGNERS INCLUDING MEMBERS OF !PPLES DESIGN !PPLE v HE SAID h) WOULD LIKE TO GET THEIR POINT OF VIEWv !PPLE
DEPARTMENT h&OR DESIGNERS WHO DESIGN COMPUTERS MY SITE IS A DID NOT RESPOND TO REQUESTS FOR COMMENT
6ISIONARY OR VICTIM 6INCENT 5NCANNY RESEMBLANCE "ELGIAN
*EUNEJEAN IS INTENSELY CURIOUS DESIGNER 6INCENT *EUNEJEANS
ABOUT THE SIMILARITY BETWEEN THE SKETCH OF A NEW mAT SCREEN I-AC
DESIGNS (ED LIKE TO HEAR FROM WAS PUBLISHED ON THE 7EB SIX
!PPLE JUST TO HEAR WHAT THEY MONTHS BEFORE !PPLE REVEALED ITS
HAVE TO SAY IDIOSYNCRATIC DESIGN #OINCIDENCE
,
/\Ê6
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OR SOMETHING MORE SINISTER
,
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#!. )4 0544).' -!#3 ). 5.535!,
#!3%3 )3 0/05,!2 ). *!0!. (%2%´3
! ' -!# -/4(%2"/!2$ -/5.4%$
).3)$% ! *%229 #!.
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±I DO THIS TO HELP SOME PEOPLE ,ET LOOSE AND
²
Ê "
,- !LTHOUGH -AC CUSTOMIZATION IS LESS COMMON SOME IMAGINA
TIVE MODS HAVE BEEN COOKED UP *OHN -C$ONNELL FOR EXAMPLE
%VER SINCE THE FIRST 0# ROLLED OFF AN ASSEMBLY LINE DECADES AGO SHOEHORNED A -ACINTOSH 1UADRA INTO A S 0HILCO RADIO
COMPUTER OWNERS HAVE PUT THEIR OWN STAMP ON THEIR MACHINES
)N FACT THE URGE TO TINKER WITH HARDWARE HAS TURNED INTO A THRIV
-C$ONNELL A
YEAR
OLD HISTORY TEACHER FROM &ONTANA
ING SUBCULTURE CALLED COMPUTER hMODDINGv (OWEVER MODIFYING #ALIFORNIA PAID CLOSE ATTENTION TO DETAIL (E MOUNTED AN !PPLE
!PPLE HARDWARE IS NOWHERE NEAR AS COMMON AS IS MODIFYING LOGO ON THE FRONT OF THE RADIO AND CAREFULLY CUT A SLOT FOR THE
HARDWARE IN THE 7INDOWS 0# WORLD 4HE OBVIOUS EXPLANATION IS MACHINES FLOPPY DRIVE IN THE SIDE (E CONNECTED THE COMPUT
THAT 0# BOXES ARE GENERALLY UGLY AND UTILITARIAN ERS SPEAKER JACKS TO THE RADIOS ORIGINAL SPEAKER )T PROVIDES
hNICE RICH SOUND v HE SAID 4O TURN THE COMPUTER ON -C$ONNELL
3INCE THE LAUNCH OF THE I-AC IN !PPLES BOXES HAVE ALL WIRED UP THE RADIOS ORIGINAL ONOFF SWITCH 4URN THE KNOB AND
BEEN HIGH DESIGN )N CONTRAST WITH THE EXCEPTION OF !LIENWARE THE MACHINE STARTS UP WITH THE DISTINCTIVE -AC STARTUP CHIME
FEW 0# MANUFACTURERS MAKE DISTINCTIVE COMPUTERS )N FACT
!PPLES CASES ARE SOMETIMES USED BY 0# MODDERS +YLE "ENNETT -C$ONNELL USED A -ACINTOSH 1UADRA AND A 0HILCO "ABY
PUT A 0# MOTHERBOARD INSIDE A 0OWER-AC ' ENCLOSURE WHICH 'RAND 4OMBSTONE 2ADIO h4HE RADIO SAT AROUND MY GARAGE FOR
HE PAINTED MAROON AND BLACK )N HONOR OF THE COLOR SCHEME HE YEARS v -C$ONNELL SAID h) CONSIDERED A NUMBER OF CASE OPTIONS
CALLED IT THE 2OTTEN !PPLE INCLUDING A DISCO BALL A (ABITRAIL AND AN OLD TOOLBOX BEFORE )
REMEMBERED THE RADIO 7HAT ) ENDED UP WITH IS A FULLY FUNC
7INDOWS 0# MODS CAN OFTEN BE ORIGINAL AND BEAUTIFULLY TIONAL )NTERNET
READY -ACINTOSH THAT WOULD BLEND NICELY WITH
EXECUTED /BVIOUSLY INFLUENCED BY !PPLES #UBE $ENNIS 6IEREN THE DECOR OF ALMOST ANY $EPRESSION
ERA !MERICAN HOMEv
MADE A GORGEOUS GLOWING CUBE OUT OF ALUMINUM AND ACRYLIC
,%&4 0(),#/ -!# ()34/29 4%!#(%2 */(. 2)'(4 2!$)/(%!$ !./4(%2 6)%7 /& */(.
-#$/..%,, 054 ! -!# ).3)$% 4()3 /,$ -#$/..%,,´3 ±4/-"34/.%² -!#
0(),#/ 2!$)/ #!3% )4´3 !. ).4%2.%4 2%!$9
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-!# 4(!4 7/5,$ ",%.$ .)#%,9 7)4( 4(%
$%#/2 /& !.9 $%02%33)/. %2! (/-%
,
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Ê
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Ê
HOLES TO FASTEN THE ,#$ (E ADDED A
VOLT POWER SUPPLY AND
SIMPLY HOOKED THE SCREENS 2#! JACKS TO AN EXTRA VIDEO CARD
+ENT 3ALAS HAD NEVER DONE ANY MODDING BEFORE HE EMBARKED THAT HE PLUGGED IN TO ONE OF THE MACHINES 0#) SLOTS 4HANKS TO
ON ONE OF THE MOST AMBITIOUS -ACINTOSH MODS TO DATE AND IT THE EXTRA VIDEO CARD THE ,#$ SCREEN CAN MIRROR THE MACHINES
WASNT EVEN HIS COMPUTER ! FRIEND LOANED 3ALAS A 0OWER -AC DESKTOP )TS RESOLUTION OF BY PIXELS IS PERFECT FOR
' A MACHINE WORTH THOUSANDS OF DOLLARS (E DISMANTLED THE DISPLAYING MUSIC VISUALIZATIONS USING I4UNES VIDEO CLIPS OR
COMPUTER CUT IT UP AND STRIPPED THE PAINT FROM ITS CASING (E SYSTEM
MONITORING UTILITIES
WAS SO UNSURE OF WHAT HE WAS DOING HE LABELED EVERY COMPO
NENT INCLUDING ALL THE SCREWS TO MAKE SURE HE COULD FIGURE OUT 3ALAS ALSO ADDED A TRANSLUCENT POWER
SUPPLY COVER A FIVE
PORT
HOW TO PUT IT BACK TOGETHER AGAIN h) ALWAYS END UP WITH EXTRA INTERNAL 53" HUB AND VARIOUS FLUORESCENT BLUE LAMPS AND
SCREWS AND PARTS LEFT OVER v HE SAID ON HIS 7EB SITE ,%$S 4O MAKE THE 'S CASE TRANSPARENT HE STRIPPED THE PAINT
FROM THE SIDE PANELS WITH ALCOHOL
4HE RESULT IS "LUE )CE A STUNNING TRANSPARENT ' TOWER THAT
LIGHTS UP WITH FLUORESCENT BLUE NEON AND HAS A NIFTY ,#$ SCREEN 4HE HARDEST PART WAS MAKING THE KEYBOARD GLOW )T TOOK 3ALAS
MOUNTED IN THE FRONT PANEL h) HIT THE POWER SWITCH AND BOOM THREE DAYS TO DISMANTLE THE FIENDISHLY COMPLEX KEYBOARD AND
HALF MY ROOM GLOWS ELECTRIC ICY BLUE v 3ALAS WRITES ON HIS SITE ADD GLOWING SHEETS OF NEON LIGHT WHICH COST CLOSE TO h4HIS
WAS A REAL PAIN IN THE ASS IF YOU KNOW WHAT ) MEAN v HE WROTE
4HE PROJECT COST 3ALAS A
YEAR
OLD 7EB MASTER FROM
3OUTHERN #ALIFORNIA ABOUT AND TOOK A MONTH TO COM
h/NE REASON ) DO THIS IS TO HELP SOME PEOPLE WHO HAVE A -AC
PLETE h.OT TOO BAD CONSIDERING ) HAD TO BUY A DRILL AND OTHER MODDER BURIED DEEP INSIDE THEM LET LOOSE AND CREATE SOME
MINOR TOOLS v HE SAID TOTALLY NEW AND INTERESTING -AC MODS v HE EXPLAINED h*UST
PLANTING SEEDS OF INSPIRATION HOPEFULLY AND MAYBE GIVE !PPLE A
3ALAS BOUGHT THE
INCH ,#$ PANEL ON E"AY FOR (E CUT SLIGHT HINT OF WHAT ) WOULD LIKE TO SEE IN NEW HARDWARE DESIGNSv
A HOLE IN THE FRONT OF THE 'S CASE AND DRILLED A COUPLE OF
.)#%9 )#%9 +%.4 3!,!3´ ",5% )#% ! -/$)&)%$
0/7%2 -!# &%!452%3 ! ,/4 /& ",5% .%/.
3!,!3 (!$ 4/ $/ ! ,/4 /& #544).' /& 4(%
#/-054%2´3 #!3% !.$ )4 7!3.´4 %6%. ()3
-!#().%
,
/\Ê
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Ê*, -"½-Ê7 Ê*
&OR A LONG TIME *EFF 0ARADISO WANTED A -ACINTOSH
BASED 7EB PAD "UT !PPLE
DOESNT MAKE THEM SO HE MADE HIS OWN 0ARADISO A GRAPHIC DESIGNER FROM
"OSTON TOOK A TOUCH
SCREEN I"OOK AN AFTER
MARKET MODIFICATION FROM 4ROLL 4OUCH
DISASSEMBLED IT CUT A SCREEN
SIZED HOLE IN ITS LID AND FLIPPED THE SCREEN AROUND
SO THAT IT FACES OUTWARD INSTEAD OF TOWARD THE KEYBOARD 0ARADISO CHANGED THE
DESKTOP ICONS TO LARGE BUTTONS AND USES THE OPERATING SYSTEMS BUILT
IN ONSCREEN
KEYBOARD TO GET AROUND
)TS A BIT CLUNKY HE ADMITS BUT GREAT FOR 7EB SURFING FROM THE COUCH OR WANDER
ING AROUND "OSTON LOOKING FOR OPEN 7I &I ACCESS POINTS h)T IS A LOT EASIER THAN
HOLDING A LAPTOP v 0ARADISO SAID h/NE UNEXPECTED USE IS WATCHING MOVIES THAT )
RIPPED FROM $6$v ,%&4 7%" 0!$ 0!2!$)3/ *%&& 0!2!$)3/´3
(/-%-!$% -!#).4/3( "!3%$ 7%" 0!$
(OWEVER THE ONSCREEN KEYBOARD IS AWKWARD TO USE AND THERES NO HANDWRITING
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)NKWELL SOFTWARE IT WORKS ONLY WITH 7ACOMS TABLETS 2)'(4 -/2% 6)%73 /& 0!2!$)3/ !.$ ()3
7%" 0!$ 4(% "/44/- 0)#452% 3(/73 4(%
h) LOVED THE IDEA OF A TOUCH SCREEN DEVICE v HE SAID h5NFORTUNATELY !PPLE DISCON /.3#2%%. +%9"/!2$
TINUED THE .EWTON %VER SINCE )VE WANTED A -AC TABLETv
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PROTECTION FOR THREE WEEKS v *OBIC WROTE IN AN EMAIL h(E NEVER
#HRISTOPHE *OBIC A &RENCH PHOTOGRAPHER ASKED A FRIEND TO DID A COMPUTER BUT ) TRUSTED HIM %VERYTHING HAS BEEN /+v
CUSTOMIZE HIS NEW I"OOK WITH A DISTINCTIVE SWIRL OF RAINBOW COL
ORS 4HE FRIEND A PROFESSIONAL PAINTER WHO CUSTOMIZES HELMETS h) DID IT JUST FOR THE FUN AND TO HAVE A SPECIAL I"OOK JUST MINE AND
FOR &ORMULA /NE RACERS AND MOUNTAIN BIKE RIDERS SANDED THE NO ONE ELSE v HE ADDED h)TS A VERY COOL NEW GRAPHIC ISNT IT v
INSIDE OF THE COMPUTERS LID TO REMOVE THE WHITE PAINT (E THEN
APPLIED ABOUT COATS OF DIFFERENT COLORED PAINT
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"URGESS ORDERED ONE FROM !PPLES 7EB SITE "UT HE WAS SO ON A COLOR INKJET PRINTER CUT OUT AND GLUED TOGETHER &ANS CAN
IMPATIENT FOR IT TO BE DELIVERED HE MADE A CARDBOARD REPLICA DOWNLOAD CUT
AND
GLUE PLANS FOR MOST OF THE MODELS FROM THE
WHILE HE WAITED FOR THE REAL ONE TO ARRIVE h) AM SO EXCITED .ET IN 0$& FORMAT 4HE MACHINES ARE RECREATED IN MIND
BOGGLING
ABOUT THE NEW #UBE THAT ) HAD TO SEE WHAT IT WOULD LOOK LIKE DETAILRIGHT DOWN TO THE LAST SCREW AIR VENT AND MICROPHONE
IN PERSONv HE WROTE IN A NOTE TO -AC!DDICT WHERE HE POSTED JACK -ANY MODEL BLUEPRINTS COME WITH A MINIATURE KEYBOARD
PLANS FOR HIS CARDBOARD #UBE SO THAT OTHERS COULD DO THE SAME COMPLETE WITH ALL THE LETTERS NUMBERS AND SYMBOLS ON EACH
h) COULD NOT GET IT TO BOOT UP WITH THE /3 #$ BUT IT LOOKS AND EVERY KEY SO SMALL THEY CAN BARELY BE READ -ANY ALSO
GREAT STICKING OUT OF THE TOP SLOTv "URGESS ADDED HAVE A MINIATURE MOUSE NO BIGGER THAN A THUMBNAIL /N SOME
DETAILS AS OBSCURE AS THE MOUSE BALL HIDDEN AWAY ON THE BOT
"URGESS MADE HIS CARDBOARD MACHINE FROM A $ MODEL OF THE TOM OF THE MOUSE ARE RECREATED
COMPUTER HE FOUND ON !PPLES 7EB SITE !PPLE POSTED THE $
MODEL IN 1UICK4IME 62 FORMAT TO ALLOW POTENTIAL BUYERS TO SPIN 4HE FIRST PAPER -ACINTOSH WAS DESIGNED BY *ANIS #HEVALIER
THE #UBE AROUND IN THREE DIMENSIONS AND SEE IT FROM ALL ANGLES AS AN ORNAMENT FOR A #HRISTMAS TREE -AKING HOMEMADE
7ORKING WITH THE $ MODEL "URGESS EXTRACTED A DETAILED PHO
DECORATIVE ORNAMENTS IS AN !MERICAN FOLK TRADITION #HEVALIER
TOGRAPH OF EACH SIDE OF THE MACHINE (E PRINTED THEM OUT ONE UPLOADED PLANS FOR HER MODELAN EARLY ALL
IN
ONE -ACTO HER
BY ONE ON CARD STOCK AND GLUED THEM TOGETHER 4HE RESULTS WERE LOCAL USER GROUPS BULLETIN BOARD IN )T PROVED TO BE PRETTY
IMPRESSIVE AN ACCURATE FACSIMILE OF THE SILVERY #UBE WHICH HE POPULAR 3HE RECEIVED MAIL FROM ALL OVER THE COUNTRY FROM PEO
PLACED ON HIS DESK PLE WHO WANTED TO DECORATE THEIR TREES WITH IT 4HE ORNAMENT IS
STILL AVAILABLE FROM -AC!DDICT
"URGESS WASNT THE FIRST PERSON TO MAKE A DETAILED PAPER MODEL
OF HIS -ACINTOSH )N FACT MAKING PAPER MODELS OF -ACINTOSH 4HE MOST PROLIFIC MODELER OF PAPER -ACINTOSHES IS A
YEAR
COMPUTERS IS ALMOST AS OLD AS THE -ACINTOSH ITSELF 4HE FIRST OLD 7EB DESIGNER -ITSUAKI /HASHI WHO HAS CREATED DOZENS
-AC WAS LAUNCHED IN PAPER MODELS OF THE MACHINES OF REPLICAS OF !PPLES MORE RECENT MACHINES (E HAS MODELED
APPEARED ONLY A YEAR OR TWO LATER 3INCE THEN MAKING FAUX MOST OF !PPLES MACHINES DOZENS OF DESKTOPS AND PORTABLES
-ACS FROM PAPER HAS FLOURISHED INTO A HOBBY ALL ITS OWN IN ALL h) LIKE -ACv SAID /HASHI IN AN EMAIL h-AC IS VERY GOOD
TOOL ) THINK SO -AC IS VERY INTUITIVELY OPERATIONAL !ND GOOD
&ANS HAVE MADE PAPER MODELS OF JUST ABOUT EVERY -ACINTOSH DESIGN -AC IS GOOD FELLOW TO EXPAND MY ABILITYv
COMPUTER EVER BUILT DOZENS IN ALL 4HE MODELS RANGE FROM
!PPLES EARLIEST MACHINES!PPLE ))S AND ALL
IN
ONES SUCH AS THE /HASHI WHO LIVES IN 3AGAMIHARA *APAN BEGAN MAKING PAPER
-AC 3% 0LUS AND #OLOR #LASSICTO THE LATEST ' DESKTOPS AND -ACS RIGHT AFTER !PPLE LAUNCHED THE I-AC IN *ULY h) WANT TO
I-ACS &ANS HAVE EVEN CREATED A MODEL OF THE 0IPPIN !PPLES BUY IT BUT ) HAVE NO MONEY v /HASHI SAID h3O ) MADE IT OF PAPERv
DOOMED FORAY INTO )NTERNET APPLIANCES
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(IS SITE HAS RECEIVED PAGE VIEWS /HASHI OWNS SEVEN THEIR COMPUTERS WITH CEREMONIES UPON THEIR INSTALLATION AND
-ACSTHREE 0OWER"OOKS AND THREE DESKTOPS INCLUDING HIS DECOMMISSIONING .OW COMPUTERS FLOW THROUGH OUR LIVES NOT
FIRST MACHINE AN ,# STAYING LONG ENOUGH TO BECOME COMPANIONS )N FACT GIVEN THE
TRANSIENT NATURE OF TODAYS MACHINES THESE PAPER VERSIONS WILL
!NOTHER KEEN PAPER MODELER OF -ACINTOSHES IS $RAGON 4ONGUE PROBABLY OUTLAST THE MACHINES THEMSELVESv
A
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:EALAND AND CALLS HERSELF h4HE #REATORv $RAGON 4ONGUE HAS 4HERE ARE A FEW MODELS OF OTHER KINDS OF COMPUTERS LIKE A
RECREATED THE ENTIRE LINE OF THE ORIGINAL I-AC NINE FRUITY
COLORED 4OSHIBA ,IBRETTO LAPTOP AN OLD #OMMODORE 0%4 AND BIZARRELY
MACHINES IN TOTAL LOVING DETAIL h) GO THROUGH PERIODS WHEN ) A 'ATEWAY BOX NOT A BOX AS IN A COMPUTER BUT BOX AS IN
BECOME INTENSELY INTERESTED IN SOMETHING DO IT TO THE BEST OF CARDBOARD BUT MODELS OF -ACS ARE CLEARLY THE MOST POPULAR
MY ABILITY THEN MOVE ON TO SOMETHING ELSE 4HE PAPER I-AC h)TS OBVIOUS THAT THERE ARE MORE -ACS THAN OTHER COMPUTERS
;PHASE= WAS ONE OF THOSE PERIODS v SHE SAID AS PAPER MODELS BECAUSE -AC USERS LIKE THEIR COMPUTERS AND
7INDOWS USERS HATE THEIR SYSTEMS v SAID 0ETER 6ISSER A PAPER
$RAGON 4ONGUE TURNED THE PAPER I-ACS INTO A MOBILE FOR HER MODEL DESIGNER FROM THE .ETHERLANDS
GRANDDAUGHTERS NURSERY 3HE ALSO MADE A PAIR OF !PPLE
THEMED
BED ENDS FOR THE BABYS CRIB h4O MAKE SURE THAT #AITLIN GREW UP -ICHAEL ,A&OSSE AN ORIGAMI EXPERT AND THE AUTHOR OF SEVERAL
WITH THE RIGHT PRIORITIES ) CREATED HUGE PADDED RAINBOW APPLES BOOKS ON PAPER SCULPTING ALSO WASNT SURPRISED THAT PEOPLE
THE EARLY !PPLE LOGO TO GO AT EACH END OF HER COT v SHE SAID h-Y MADE MODELS OF -ACINTOSHES h)TS AN IDENTITY BADGE IT SAYS
-AC IS NOT A TOOL v $RAGON 4ONGUE SAID h)T IS A LIFESTYLE A FRIEND THIS MEANS A LOT TO ME v ,A&OSSE SAID h4HE PAPER ARTS TEND TO
A PLACE A HOME SOMETIMES A PAIN NEVER A @THINGv TICKLE THE MINDS OF THE TECHNICALLY ADEPT )TS AN ENGINEERING JOB
THAT APPEALS TO MATHEMATICIANS SCIENTISTS )T APPEALS ESPECIALLY
+EN &ORBUS A PROFESSOR OF #OMPUTER 3CIENCE AND %DUCATION TO PEOPLE WHO LIKE TO DO THE HANDS
ON STUFF 4HEY LIKE TO FIGURE
AT .ORTHWESTERN 5NIVERSITY IN %VANSTON )LLINOIS SAID PEOPLE THINGS OUT AND THE FIRST MATERIAL THEY TAKE IT TO IS PAPERv
CREATE THESE MODELS FOR MANY REASONS BUT MANY -AC MOD
ELERS WANT TO REMEMBER MACHINES THEY LOVED h4HESE PAPER h/THER COMPUTERS ARE UNINSPIRING WORKHORSES v HE ADDED
MODELS SERVE AS TANGIBLE REMINDERS OF CHERISHED DEVICES v HE h4HEYRE NOTHING )D CARE TO MAKE A MODEL OFv
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REALLY DIDNT WANT TO THROW THEM AWAY v HE SAID h3O ) MADE
7ITH INNOVATIONS SUCH AS THE I"OOK AND COLORFUL I-ACS !PPLE FURNITURE OUT OF THEM 3URE IT SAVES MONEY BUT ITS BECAUSE
HAS A WELL
EARNED REPUTATION FOR DESIGNING BEAUTIFUL COMPUT
) REALLY LIKE TO DO IT )TS ABOUT THINKING DIFFERENT 7HAT COULD )
ERS "UT THOSE WHO BOTHER TO NOTICE THE CARDBOARD BOXES THE MAKE TODAY v
MACHINES ARRIVE IN WILL ALSO ADMIRE THE ARTISTRY OF THE PACKAG
ING 4HE GRAPHIC DESIGN ON THE SHIPPING MATERIAL IS SPARE AND $USING TURNED THE BOXES INTO A DINING TABLE A SET OF CHAIRS AND
ELEGANT 4HE CARDBOARD IS AS SMOOTH AND GLOSSY AS THE SNOOTIEST SOME #$ RACKS (E EVEN MADE A COUCH h9OU CAN SIT ON IT v HE
MAGAZINE 4HE 3TYROFOAM INSIDE IS PRECISELY SCULPTED TO FIT THE SAID hBUT ITS NOT ALL THAT COMFORTABLEv
COMPUTER AND ITS ACCESSORIES AS SNUGLY AS A SPACE
AGE GLOVE
.O CLUNKY FLAKY INSERTS HERE 4O FURTHER SHOW OFF HIS PACKING
MATERIAL PASSION $USING MADE
A PAIR OF GIANT BULKY ANIMAL SCULPTURESA SOFA
SIZED RHINO
)N FACT THE BOXES ARE SO ATTRACTIVE THEY INSPIRED ONE MAN TO AND A GIRAFFE THAT STANDS SIX FEET TALL h) WANTED TO MAKE SOME
FURNISH HIS ENTIRE APARTMENT WITH THEM !NDREW $USING A
ANIMALS WHOSE COLORING REFLECTED THE PICTURES ON THE BOXES v
YEAR
OLD COMPUTER TECHNICIAN WHO LIVES IN UPSTATE .EW 9ORK HE SAID h4HE BOXES WERE TURQUOISE AND BLUE AND WHITE ) USED
HAS FASHIONED CHAIRS TABLES AND OTHER FURNITURE OUT OF DOZENS THOSE ELEMENTS TO MY ADVANTAGEv
OF !PPLE BOXES AND THEIR 3TYROFOAM INSERTS
$USING MADE THE GIRAFFE OUT OF PACKING TAPE AND %LMERS GLUE
$USING WHO WORKS IN THE GRAPHICS DEPARTMENT OF #AZENOVIA BUT AS A RESULT ITS STARTING TO FALL APART 4HE RHINO IS MADE FROM
#OLLEGE RECENTLY OUTFITTED ONE OF THE COLLEGES COMPUTER LABS DRYWALL SCREWS AND INDUSTRIAL
STRENGTH EPOXY GLUE (E DESIGNED
WITH DOZENS OF NEW !PPLE MACHINES 7HEN HE FINISHED SETTING THEM BY DRAWING A SILHOUETTE OF THE ANIMAL AND DIVIDING IT INTO
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COULD BE MADE OUT OF CARDBOARD ) HAD MORE BOXESv
$USING WAS INSPIRED BY THE HUGE TOPIARY SCULPTURES AT 7ALT /BVIOUSLY $USING IS A FAN OF THE -ACINTOSH h)M A BIG -AC
$ISNEY 7ORLD IN &LORIDA AND ORIGINALLY PLANNED TO PUT THE CARD
FAN )M A HUGE -AC FAN v HE SAID h) USE -ACS EVERY DAY ALL DAY
BOARD ANIMALS IN HIS MOTHERS FRONT GARDEN h4HE NEIGHBORS HAVE LONG ) HATE THE 0# WORLD -AC IS THE ONLY WAY TO GO )TS VERY
ALL THESE DOPEY ORNAMENTS ON THEIR LAWNS v HE SAID h"UT MY SEXY )TS WAY SLEEK )TS GREAT STUFF )TS ALL GREAT STUFFv
MOM WASNT TOO KEEN ON HAVING THESE GIANT LAWN ORNAMENTSv
4HE SCULPTURES WERE EXHIBITED AT AN ART SHOW AT THE COLLEGE AND $USING GRADUATED FROM #AZENOVIA #OLLEGE WITH A DEGREE
RECEIVED A POSITIVE RESPONSE /NE ATTENDEE SUGGESTED $USING IN VISUAL COMMUNICATION 4HE SCHOOL IS MINUTES FROM
COULD SELL THEM ON E"AY FOR APIECE BUT HE OPTED TO KEEP 3YRACUSE h)TS A SLEEPY LITTLE TOWN TUCKED AWAY IN A SMALL
THEM DESPITE THE TIGHT QUARTERS IN HIS APARTMENT CORNER OF THE WORLD v HE SAID h)VE ALWAYS BEEN A DREAMER v
HE ADDED h) WANTED TO WORK FOR *IM (ENSON OR BE ON 46 *UST
$USING PLANS TO MAKE MORE ANIMAL SCULPTURES PERHAPS AN ELE
HAVE FUNv (IS GIRLFRIEND THINKS THE SCULPTURES ARE hREALLY COOLv
PHANT OR A GORILLA (E IS ALSO HOPING TO GET HIS HANDS ON SOME 3HE ENCOURAGES HIM TO MAKE MORE h3HE LIKES THE FACT )M A
OLD !PPLE BOXES FROM THE S THAT FEATURED THE RAINBOW
COL
DREAMER v HE SAID
ORED !PPLE LOGO )F HE GETS ENOUGH OF THE OLD BOXES HELL MAKE
A #HEVY OUT OF THEM h4HEYRE CLASSIC BOXES SO WHY NOT $USING SAID HE HAS OFTEN THOUGHT OF DESIGNING AN ADVERTISING
MAKE A CLASSIC CAR v HE SAID $USING ALSO WANTS TO MAKE MORE CAMPAIGN FOR !PPLE AND SENDING IT TO THE COMPANY (ED ALSO
FURNITURE (E NEEDS A RACK FOR HIS COLLECTION OF VIDEOCASSETTES BE DELIGHTED IF THE COMPANY BOUGHT ONE OF HIS SCULPTURES h)D
h)LL NEVER NEED TO BUY FURNITURE AGAIN v HE SAID h7HENEVER A LOVE FOR THEM TO MAYBE BUY IT AND PUT IT IN THEIR CORPORATE
HEADQUARTERS v HE SAID
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#ANYON THE COMPANY WAS SET TO DO WORTH OF BUSINESS
$URING A RECENT VISIT TO THE STORE AT !PPLES CORPORATE HEADQUAR
IN 3ALES HAVE ALMOST DOUBLED EVERY YEAR SINCE THE COM
TERS *OHN -C+AY AND 3TEVE .AUGHTON WERE SHOWN THE DOOR PANYS INCEPTION 4HE PAIR SELLS A RANGE OF !PPLE COLLECTIBLES
!LTHOUGH THEYD COME ALL THE WAY FROM !RIZONA THE DUMBSTRUCK FROM 4
SHIRTS MUGS AND LAPEL PINS TO RARE ITEMS LIKE A
PAIR WERE TOLD THEY WERENT ALLOWED TO SHOP AT THE STORE WHICH 0ICASSO DEALER DISPLAY LAMP
SELLS A WIDE RANGE OF !PPLE SOUVENIRS SUCH AS WATCHES 4
SHIRTS
AND MUGS -C+AY AND .AUGHTON WERE THROWN OUT BECAUSE 4HE PRICES ARE SURPRISINGLY HIGH 2ARE POSTERS FROM !PPLES
THEY HAD BOUGHT SOME GOODS AT THE STORE AND THEN RESOLD THEM 4HINK $IFFERENT CAMPAIGNFEATURING SAY THE $ALAI ,AMA OR
ONLINE A STRICTLY PROHIBITED PRACTICE "OB $YLANCAN COMMAND MORE THAN 4HE POSTERS WERE
ORIGINALLY FREE -ANY ARE WORTH OR MORE ! FREE TOTE BAG
"UT HOW DID !PPLE KNOW 3URELY SOMEONE CAN RESELL AN !PPLE FROM A CONFERENCE IS AN INEXPENSIVE WATCH IS WORTH
LUGGAGE TAG ON E"AY WITHOUT THE COMPANY CATCHING ON -OST AN OUT
OF
PRINT BOOK ABOUT !PPLES DESIGN IS A LAPEL PIN IS
PEOPLE CAN BUT -C+AY AND .AUGHTON RUN A THRIVING BUSINESS AND A PLASTIC TRAIN IS h/UR PRICES ARE BASED ON AVAIL
SELLING !PPLE
LOGO MERCHANDISE ON THE 7EB !S THE FOUNDERS ABILITY v .AUGHTON SAID h)TS ALL SUPPLY AND DEMANDv
OF 2ED,IGHT2UNNERCOM THEY PROBABLY HAVE MORE !PPLE
LOGO
GOODS THAN !PPLE DOES (OW !PPLE RECOGNIZED THE PAIR IS A 2ED,IGHT2UNNER IS THE BIGGEST OF ABOUT HALF A DOZEN !PPLE COLLEC
MYSTERY !PPLE DECLINED TO COMMENT TOR STORES ON THE 7EB /THERS INCLUDE $OUGINTOSH INETREVIEWS
COM AND $IGITAL(ORSE ! LIST OF SITES CAN BE FOUND AT 5BER-AC
.AUGHTON DOESNT KNOW h)M NOT SURE HOW THEY KNEW BUT 4HERE IS ALSO A BUSY TRADE IN !PPLE COLLECTIBLES AT E"AY
SOMEHOW THEY lGURED IT OUT v HE SAID h7E HAD HOURS TO
THINK ABOUT IT ON OUR DRIVE FROM #UPERTINO ;#ALIFORNIA= BACK 2ED,IGHT2UNNER CLAIMS TO HAVE CUSTOMERS AROUND THE
DOWN TO &LAGSTAFFv WORLD ESPECIALLY IN 'ERMANY THE 5+ AND *APAN h-ANY OF
THESE PEOPLE COME BACK OVER AND OVER v .AUGHTON SAID "USINESS
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IS BRISK ENOUGH FOR 2ED,IGHT2UNNER TO EMPLOY A PROGRAM FOLKS WANT TO BRAG THAT THEY PAID TOO MUCH FOR THEIR CLOTHES BY
MER AND A PHOTOGRAPHER h!PPLES GOT THAT COLLECTIBILITY v SAID WEARING THOSE EMBLAZONED WITH THE NAME OF THE MAKER -Y
.AUGHTON h)TS A GREAT COMPANY )TS A GREAT BRAND )TS AN ICONv FAVORITE IS "5- A WORD THAT MEANS IN VARIOUS CONTEXTS BAD
SHODDY HOBO AND ASSv
h0EOPLE ASK ME IF ) WOULD EVER SELL $ELL STUFF OR -ICROSOFT BUT
YOU COULD NEVER MAKE A BUSINESS OUT OF IT v HE SAID h)T WOULD -C+AY AND .AUGHTON ARE BOTH ENTHUSIASTIC !PPLE COLLEC
BE LIKE TRYING TO TRADE %NRON STUFF 4HERES NOT THE SAME AURA TORS THEMSELVES h7E STARTED 2ED,IGHT2UNNER OUT OF PASSION
ABOUT IT 4HERES SOMETHING ABOUT !PPLE THAT REALLY INSPIRES BECAUSE WE LOVE !PPLE v .AUGHTON SAID h!T HEART )M AN !PPLE
PEOPLE )F !PPLE WERE A CRAPPY COMPANY WED NEVER GET COLLECTOR )VE GOT A LOT OF STUFF )N ORDER TO BUY NEW STUFF ) HAVE
CENTS FOR THIS STUFFv TO SELL OLD STUFF -OST OF THE TIME WHEN ) SELL SOMETHING ) REGRET
ITv 4HERE ARE SOME THINGS HELL NEVER SELL LIKE THE 4HINK $IFFERENT
7ITH THE EXCEPTION OF VINTAGE CALCULATORS THERE DOESNT APPEAR WATCH HE WEARS EVERY DAY 4HE HANDS RUN COUNTERCLOCKWISE
TO A COLLECTING CULTURE IN COMPUTING QUITE LIKE !PPLES (OWEVER
+EVIN 3TUMPF A TECHNOLOGY APPRAISER WITH THE !SK THE !PPRAISER 4HE PAIR STARTED THE BUSINESS AFTER -C+AY HAD TROUBLE lNDING
ONLINE APPRAISAL SERVICE SAID 2ED,IGHT2UNNER IS EVIDENCE OF A A REPLACEMENT FOR HIS FAVORITE !PPLE 4 SHIRT WHICH HED WORN
GROWING INTEREST IN COLLECTING VINTAGE COMPUTERS h)TS EVIDENCE OUT BY WEARING IT EVERY DAY (E EVENTUALLY FOUND ONE ON E"AY
OF THE GROWING POPULARITY OF TECHNO COLLECTING )F YOU CANT PLUS A DOZEN MORE (E BOUGHT THEM ALL AND QUICKLY SOLD THEM
TECHNO SPEAK AT LEAST YOU CAN WEAR A VINTAGE TECHNO JACKET v FOR A PROlT %IGHTY PERCENT OF 2ED,IGHT2UNNERS BUSINESS IS
3TUMPF SAID h4ECHNO COLLECTING IN GENERAL IS A PASTIME WHOSE ONE OFF ITEMS A SIGNED 7OZNIAK BOOK DEALER SIGNS VINTAGE
TIME HAS COME &ROM RADIOS TO SEWING MACHINES TO EARTH !PPLE 4 SHIRTS HANDBAGS AND BOOKS 4HE MOST VALUABLE !PPLE
MOVING EQUIPMENT TO mASHLIGHTS IF YOU CAN SWITCH IT ON AND OFF COLLECTIBLES ARE ONES EMBLAZONED WITH THE FAMOUS OLD RAINBOW
IT WILL BE COLLECTEDv COLORED !PPLE LOGO WHICH WAS DISCONTINUED IN THE MID NINETIES
IN FAVOR OF A MONOCHROME VERSION
$R 4ONY (YMAN OF #"3 .EWS 7HATS )T 7ORTH SAID BRAND
ITEMS FROM HUNDREDS OF COMPANIES ARE COLLECTED INCLUDING 7HERE DID THE 2ED,IGHT2UNNER NAME COME FROM .AUGHTON
"UDWEISER -ARLBORO #AMEL 0ILLSBURY 7RIGLEY 0EPSI -OXIE WHO USED TO BE A MUSIC PRODUCER BEFORE LAUNCHING
NUMEROUS INSURANCE COMPANIES 3EARS NUMEROUS AUTO MAK 2ED,IGHT2UNNER SAID HE LIFTED IT FROM A SONG BY A FAVORITE INDIE
ERS $IXIE #AMPBELLS 3OUP *ACK $ANIELS 'REEN 2IVER .ABISCO BAND BUT HE LIKES IT BECAUSE IT IS REMINISCENT OF !PPLES 4HINK
AND MANY MORE (YMAN SAID !PPLE COLLECTIBLES DONT COME $IFFERENT SLOGAN h)T REMINDS YOU TO PUSH THE ENVELOPE TO DO
CLOSE TO "UD -ARLBORO OR #AMEL -ARLBORO THE LEADING MAR THINGS DIFFERENTLY FROM THE STATUS QUO v HE SAID h!ND ITS JUST A
KETER WORLDWIDE HAS REVENUES FROM BRANDED ITEMS IN AT LEAST GOOD WORDv
THE MILLION RANGE (YMAN ESTIMATED
.AUGHTON PAUSED h!LL THAT !PPLE PROMO STUFF v HE MUSED
h4HE IMPORTANT QUESTION IN MY MIND IS WHY ANYONE WANTS TO h4HERES GOT TO BE MILLIONS OF PIECES OUT THERE !LL THAT STUFF v HE
BECOME A CORPORATE BILLBOARD AND PAY FOR THE PRIVILEGE v (YMAN REPEATED AS THOUGH IN A DREAM h0EOPLE SHOULD CONTACT US IF
SAID h-AKES ABSOLUTELY NO SENSE TO ME )TS BAD ENOUGH THAT THEY HAVE ANY )LL CONSIDER BUYING IT ALLv
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IT JUST SO HE CAN PAY OFF HIS CREDIT CARD h) BOUGHT AS MUCH AS )
4HE -AC IS MORE THAN A COMPUTER )TS A COMMUNITY AN IDENTITY COULD v HE SAID h)VE STILL GOT BOXES OF THE STUFFv
A CHURCH #OLLECTING !PPLE MEMORABILIA IS AN IMPORTANT PART OF
THE -AC PSYCHE 0SYCHIATRIST $AVID ,EVINE IS A DEDICATED COLLEC 3WOPE DOESNT EVEN KNOW WHAT HES GOT (E HASNT OPENED
TOR OF !PPLE BRANDED GOODS (ES ALSO THE KIND OF -AC DEVOTEE SOME OF THE POSTER TUBES h) THINK ) HAVE A SET ;OF= .O v HE
WHO BUYS EXTRA COMPUTERS JUST TO SUPPORT !PPLE ,EVINE HAS SAID REFERRING TO THE SECOND SERIES OF 4HINK $IFFERENT PROMO
SPENT A COUPLE OF THOUSAND DOLLARS IN THE LAST FEW YEARS ON TIONAL POSTERS h) COULD HAVE A RARE "OB $YLAN POSTER BUT ) DONT
!PPLE BRANDED KEY CHAINS LUGGAGE TAGS PINS WATCHES AND KNOW BECAUSE )VE NEVER OPENED IT )M GOING TO HAVE TO
POSTERS h)M A -AC NUT v SAID ,EVINE A LECTURER IN PSYCHOLOGY EVENTUALLY OPEN THE TUBES v HE ADDED WITHOUT RELISH
AT THE 5NIVERSITY OF )LLINOIS #OLLEGE OF -EDICINE IN 2OCKFORD h)TS
MORE EMOTIONAL THAN AN INVESTMENTv 3WOPE A GRAPHIC DESIGNER FROM 7ICHITA +ANSAS IS SLOWLY
SELLING HIS COLLECTION AT INETREVIEWSCOM (E DIDNT REALLY ENJOY
,EVINES PROUDEST POSSESSION IS A SUEDE !PPLE JACKET ADORNED HIS !PPLE COLLECTION ANYWAY h) COULDNT HANG THE POSTERS UP v
WITH SOME OF THE ORIGINAL -ACINTOSH ICONS (E PAID BUT HE SAID h) COULDNT BRING MYSELF TO BRING THEM OUT OF THE TUBE )T
HASNT YET WORN IT OUTSIDE HIS HOUSE (ES LOOKING FORWARD TO MIGHT DAMAGE THEM )TS MORE VALUABLE IF ITS NEVER BEEN TAKEN
THE DAY HE CAN WEAR IT TO -ACWORLD %XPO WHICH HE NEVER GETS OUT OF THE TUBE )TS THE ANAL RETENTIVE COLLECTOR IN MEv
TO ATTEND BECAUSE OF WORK
(IS WHEELING AND DEALING HAS MADE HIM SOME MONEY (E
4HAT DOESNT MATTER THOUGHTHE ,EVINE HOUSEHOLD IS A MINI BOUGHT AN I"OOK AND A NEW I-AC 4HREE YEARS AGO HE OWED
-ACWORLD OF ITS OWN !LONG WITH HIS WIFE AND TWO KIDS THE ON HIS CREDIT CARD (E NOW OWES LESS THAN )N
,EVINES HAVE TEN -ACS AT HOME THREE I-ACS TWO OLDER -ACS THE lRST YEAR HE COLLECTED HE SAID BUT THE MONEY HAS
A DUAL PROCESSOR ' THREE 0OWER"OOK PORTABLES AND AN OLDER EVAPORATED AS HE RUNS OUT OF VALUABLE STOCK (ES FOUND IT HARD
-ACINTOSH CLONE )N ,EVINE WENT OUT AND BOUGHT A DUAL TO lND NEW SUPPLIES OF GOOD COLLECTIBLES 2ED,IGHT2UNNER IS
PROCESSOR ' WHICH COST ABOUT AND A LARGE mAT PANEL TYING UP THE MARKET (ES ALSO STOPPED SELLING ON E"AY HIS MOST
#INEMA DISPLAY WHICH COST JUST TO SUPPORT !PPLE h) PROlTABLE OUTLET BECAUSE OF THE TIME AND EFFORT INVOLVED
DONT NEED IT v HE SAID h) DID IT TO SUPPORT THE -ACv &OR THE
SAME REASON ,EVINE ALSO BUYS QUITE A LOT OF SHAREWARE h) DONT ,IKE 3WOPE HIGH SCHOOL TEACHER $AVID %RNST IS AN !PPLE COLLEC
ALWAYS NEED IT v HE SAID h) JUST WANT TO SUPPORT THE AUTHOR )TS TOR SIMPLY BECAUSE HE GOT A CHANCE TO BUY A BOATLOAD OF !PPLE
JUST WORTH SUPPORTINGv TCHOTCHKES AT lRE SALE PRICES
,IKE ALL !PPLE COLLECTORS ,EVINE IDENTIlES STRONGLY WITH -AC ! FEW YEARS AGO %RNST FOUND AN !PPLE DEALER WHO WAS SELLING
CULTURETHE 4
SHIRTS AND LUGGAGE TAGS BROADCAST HIS ASSOCIA
OFF HUNDREDS OF PROMOTIONAL ITEMS %RNST BOUGHT IT ALLABOUT
TION h)TS MORE THAN JUST A COMPUTER ITS A COMMUNITY v HE SAID BIG BOXES IN ALLFOR LESS THAN h4HE DEALER HAD AN
h&OR MANY -AC PEOPLE ) THINK IT HAS A RELIGIOUS FEELING TO IT &OR UNBELIEVABLE AMOUNT OF STUFF v %RNST SAID h) DID A BIT OF RESEARCH
A LOT OF PEOPLE WHO ARE NOT COMFORTABLE WITH RELIGION IT PRO
AND SAW HOW UNBELIEVABLY HIGH THE PRICES WERE ! LOT OF THE
VIDES A COMMUNITY AND A COMMON HERITAGE ) THINK -AC USERS STUFF WAS YEARS OLD AND STILL IN ITS ORIGINAL PACKAGINGv !T lRST
HAVE A CERTAIN COMMON WAY OF THINKING A WAY OF DOING THINGS %RNST MADE A LOT OF MONEY SELLING THE ITEMS INDIVIDUALLY ON
A CERTAIN MINDSETv E"AY h) HESITATED TO REPORT IT ON MY INCOME TAX v HE SAID h"UT
) DID ANYWAYv
h0EOPLE SAY THEY ARE A "UDDHIST OR A #ATHOLIC v HE ADDED h7E
SAY WERE -AC USERS AND THAT MEANS WE HAVE SIMILAR VALUESv 4HEN HE WAS CONTACTED BY A COLLECTOR FROM *APAN %RNST SAID
THE COLLECTOR WAS A hSPOILED YOUNG RICH BRATv WHO TRAVELED
#OLLECTING ISNT ALWAYS RATIONAL AND !PPLE COLLECTING IS NO DIF
THE GLOBE BUYING AND SELLING COLLECTIBLES 4HE COLLECTOR WAS SO
FERENT ! FEW YEARS AGO -IKE 3WOPE WAS GIVEN THE OPPORTUNITY INTERESTED IN %RNSTS COLLECTION HE mEW IN FROM *APAN TO PICK IT
TO BUY HUNDREDS OF !PPLE
BRANDED ITEMS WATCHES 4
SHIRTS UP PERSONALLY 3OMEHOW THE BRAT PERSUADED %RNST TO LET HIM
PENS POSTERS AND SOME BEACH TOWELS (E MAXED OUT HIS CREDIT
,
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TAKE THE BULK OF THE COLLECTION WITH HIM BACK TO *APAN FOR HALF TION INCLUDES A LOT OF 4
SHIRTS PRODUCED BY !PPLE BUT NOT MANY
THE AGREED PRICE (E PROMISED TO SETTLE UP LATER ASSOCIATED WITH THIRD
PARTY COMPANIES OR USER GROUPS
h"EING A HIGH SCHOOL CHEMISTRY TEACHER ) MADE A VERY POOR BUSI
-OST OF #OHENS SHIRTS ARE FROM -AC
RELATED COMPANIES USER
NESS DECISION v %RNST LAMENTED h(E TOOK PERCENT OF MY STUFF GROUPS AND EVENTS 4HE COLLECTION PROVIDES A KIND OF FOLKSY
AND HE STILL OWES ME )M A BUFFOON FOR TRUSTING HIMv ILLUSTRATED HISTORY OF -AC CULTURE h%ACH ONE HAS A STORY ASSOCI
ATED WITH IT v #OHEN SAID
%RNST WAS LEFT WITH A FEW ITEMS (E WAS STILL SELLING THEM OFF IN
h)M AN !PPLE FREAK v HE SAID hBUT )M NOT IN ANY SENSE !LEX 3OOJUNG
+IM 0ANG THE 3TANFORD ARCHIVIST WHO ASKED
A COLLECTORv #OHEN FOR HIS SHIRTS SAID h4
SHIRTS ARE THE POTTERY SHARDS OF
THE DIGITAL AGE 4HEY DONT LOOK LIKE MUCH AT lRST BUT THEY CAN
TELL US A LOT ABOUT THE TIMES THAT PRODUCED THEM 4HE EVENT AND
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GROUP 4
SHIRTS IN PARTICULAR ARE VIVID RECORDS OF THE VIBRANT
SMART CULTURE THAT GREW UP AROUND THE -ACAND WAS A TRULY
2AINES #OHEN IS THE )MELDA -ARCOS OF -ACINTOSH 4
SHIRTS /VER GRASSROOTS MOVEMENT NOT AN !PPLE
DIRECTED EVENTv
THE YEARS #OHEN HAS COLLECTED MORE THAN 4
SHIRTS RELATING
TO !PPLE AND THE -AC (IS COLLECTION IS NOW PART OF 3TANFORD 3OOJUNG
+IM 0ANG SAID HE WASNT SURE IF OR WHEN #OHENS
5NIVERSITYS COLLECTION OF !PPLE ARTIFACTS #OHEN IS MORE THAN A SHIRTS WOULD GO ON DISPLAY BUT SAID THE COLLECTION IS IMPORTANT
4
SHIRT COLLECTOR THOUGH (E IS AN UNSUNG HERO OF THE ,OMA ENOUGH TO BE IN A MUSEUM h2AINES HIMSELF IS ONE OF THOSE
0RIETA EARTHQUAKE lGURES WHO KNOWS EVERYONE IN THE -AC WORLD AND HAS BEEN
INVOLVED IN THE -ACINTOSHS HISTORY SINCE THE BEGINNING v HE SAID
&OR NEARLY YEARS #OHEN WAS AT THE HEART OF -AC CULTURE h3OCIOLOGISTS LIKE TO TALK ABOUT SOCIAL NETWORKS AND HOW THERE
lRST AS A COFOUNDER OF THE "ERKELEY -AC 5SER 'ROUP "-5' ARE OFTEN A FEW KEY PEOPLE WHO HOLD TOGETHER COMMUNITIES AND
AND THEN AS A TECHNICAL ANALYST FOR -AC7EEK THE SEMINAL PROVIDE LINKS BETWEEN ONE GROUP AND ANOTHER 2AINES IS ONE OF
NEWS WEEKLY #OHEN SPOKE AT NUMEROUS USER
GROUP MEETINGS THOSE lGURES 0RESERVING HIS COLLECTION WAS IMPORTANTv
ACROSS THE COUNTRY ATTENDED HUNDREDS OF COMPANY AND PRODUCT
LAUNCHES AND WENT TO EVERY -ACWORLD %XPO FOR YEARS !LONG 4HESE ARE SOME OF #OHENS FAVORITE 4
SHIRTS
THE WAY HE COLLECTED EVERY SHIRT HE COULD LAY HIS HANDS ON
4(% "-5' 4)%
$9% 4
3()24 4HIS SHIRT WAS CREATED FOR THE
4
SHIRTS ARE A BIG PART OF GEEK CULTURE %VERY COMPANY PRODUCT lRST -ACWORLD %XPO IN 7ASHINGTON IN 4HE EVENT PROM
PROJECT USER GROUP AND EVENT IS CELEBRATED WITH A COMMEMO
ISED TO BE FORMAL AND THE "ERKELEY CONTINGENT WANTED TO
RATIVE 4
SHIRT JUST LIKE A CONCERT TOUR h)T WAS THE CONVENIENCE DISTINGUISH THEMSELVES FROM ALL THE SUITS AND MILITARY UNIFORMS
OF BEING GIVEN THESE THINGS AND NOT SPENDING ANY MONEY ON 4HE SHIRT EVENTUALLY BECAME THE "-5' UNIFORM (UNDREDS
THE UPPER HALF OF MY WARDROBE v #OHEN SAID EXPLAINING HOW WERE SOLD ESPECIALLY IN !SIA %ACH WAS HANDMADE BY "ERKELEY
HIS COLLECTION BLOSSOMED h!ND IDENTITY )M KNOWN FOR WEARING $EADHEADS
THESE THINGSv
3934%- 35#+3 ,%33 4HIS SHIRT WAS CREATED BY AN
#OHEN WORE A DIFFERENT SHIRT EVERY DAY )N THE CORRIDORS OF !PPLE PROGRAMMING TEAM AND SOLD AT "OSTON -ACWORLD
-AC7EEK AND AT EVENTS PEOPLE WOULD ASK HIM WHAT SHIRT HE %XPO /N THE BACK IT READ h7EVE UPPED OUR STANDARDSUP
HAD CHOSEN THAT DAY )T TOOK HIM MORE THAN SIX MONTHS TO CYCLE YOURSv 7EARING THE SHIRT AT THE %XPO GOT #OHEN BANNED FROM
THROUGH THE COLLECTION (IS CLOSETS WERE FULL OF SHIRTS -OST WERE THE !PPLE BOOTH )T WAS EVENTUALLY IMITATED WIDELY $OZENS
STORED IN THE BASEMENT h%VENTUALLY ) REALIZED MY WARDROBE OF COMPANIES INSERTED THE NAME OF THEIR PRODUCT )NEVITABLY
WAS A COLLECTION v #OHEN SAID h)T PAINTS QUITE A HISTORYv EVEN -ICROSOFT STOLE THE IDEA
3TANFORD 5NIVERSITYS LIBRARY CONTAINS A VOLUMINOUS COLLECTION -)#2/3/&43 6!#55- #,%!.%2 #OHEN IS FOND OF A 4 SHIRT
OF !PPLE ARTIFACTS MOSTLY DONATED BY THE COMPANY 4HE COLLEC PICTURING A VERY ELABORATE VACUUM CLEANER WHICH READS h4HE
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DAY -ICROSOFT MAKES A PRODUCT THAT DOES NOT SUCK WILL BE THE FACT THEY GOT AWAY WITH IT TOLD #OHEN THE COMPANY WAS IN DIS
DAY THEY START MAKING VACUUM CLEANERSv ARRAY !T THE TIME OF COURSE !PPLES #%/ 'ILBERT !MELIO WAS
BEING PUSHED OUT BY 3TEVE *OBS WHO HAD JUST BEEN BROUGHT
!3 4(% !00,% 452.3 #OHEN LIKES THE PERSONAL TOUCH OF BACK TO THE COMPANY
4
SHIRTS SOLD BY !S THE !PPLE 4URNS AN !PPLE FAN SITE &EATURING
THE SITES LOGO THE SHIRTS CAN BE PERSONALLY BLESSED BY THE SITES #OHEN DIDNT JUST COLLECT SHIRTS )N HE WHIPPED UP A
OWNER *ACK -ILLER FOR AN EXTRA -ILLER ALSO INCLUDES A CER
QUICK COMPUTER NETWORK FOR THE 2ED #ROSS IN THE WAKE OF THE
TIlCATE OF BLESSING AND A PERSONAL THANK
YOU NOTE DISASTROUS ,OMA 0RIETA EARTHQUAKE "EFORE THE DUST HAD SETTLED
#OHEN GRABBED A HANDFUL OF -ACS AND NETWORKING EQUIPMENT
$%!$ #/-0!.)%3 #OHEN ALSO LIKES AN OLD !PPLE 4
SHIRT WITH FROM "-5' AND TOOK THEM DOWN TO THE 2ED #ROSS COMMAND
A BIBLICAL RIFF h4HE #OMMAND +EYS v AND ONE COMMEMORAT
POST NEAR THE COLLAPSED #YPRESS FREEWAY IN /AKLAND )N LESS
ING !PPLES LONG
GONE ONLINE EXPERIMENTAL COMMUNITY E7ORLD THAN HOURS #OHEN HAD HELPED CREATE A DATABASE CONTAINING
)N FACT #OHEN SAID HE USUALLY WEARS SHIRTS ONLY FROM COMPANIES A LIST OF MORE THAN VOLUNTEERS THEIR SKILLS THE HOURS THEY
THAT HAVE GONE OUT OF BUSINESS 4HIS IS A COMMON PRACTICE HAD WORKED AND OTHER DETAILS )T ALLOWED 2ED #ROSS PERSONNEL
AMONG INDUSTRY JOURNALISTS 2EPORTERS ARE OFTEN GIVEN SHIRTS TO lND SAY A NURSE WHO SPOKE #AMBODIAN WHO HADNT BEEN
BUT BALK AT GIVING COMPANIES FREE ADVERTISING -ANY TAKE PRIDE WORKING FOR THE LAST HOURS
IN WEARING THE 4
SHIRT ONLY AFTER THE COMPANY GOES UNDER
h4HE 2ED #ROSS HAD A MINICOMPUTER BUT IT HADNT BEEN SET UP
#OHEN NOW A DATABASE CONSULTANT AND COHOUSING EXPERT SAID YET v #OHEN SAID h4HEY WERENT SET UP TO RESPOND SO QUICKLY
GEEK 4
SHIRTS ARE A POPULAR AND INEXPENSIVE WAY OF hBRAND
4HEY HADNT TAKEN ADVANTAGE OF THE 0# REVOLUTION 7E WERE
INGv A GROUP OR PROJECT h4HEY ARE SOMETHING YOU CAN SHOW QUICK AND DIRTY AND REAL SIMPLEv
OFF AND SHARE v HE SAID h)TS A WAY OF MARKING MILESTONES )T
GAVE A SENSE OF REALITY TO A GROUP OR PROJECT )T MADE IT SEEM 4HIS OF COURSE WAS IN THE PRE
NETWORKING ERA 0#S WERE DIFl
SIGNIlCANT 4HEY ARE INEXPENSIVE AND SOMETHING PEOPLE WOULD CULT TO NETWORK BUT -ACS DESIGNED FOR SCHOOLS WERE RELATIVELY
PAY FOR )T WAS SOMETHING YOU HAD TO DOv EASY TO HOOK UP 4HE NETWORK HAD TERMINALS AND ABOUT
VOLUNTEERS WORKING AROUND THE CLOCK )T WAS USED FOR MONTHS )T
7ITHIN !PPLE THE 4
SHIRT WAS A BIG PART OF CORPORATE CULTURE h!T INSPIRED THE 2ED #ROSS TO DITCH MINICOMPUTERS AND MAINFRAMES
!PPLE YOU COULDNT TALK ABOUT A PRODUCT BEFORE IT WAS RELEASED FOR NETWORKS OF 0#S
BUT YOU COULD PRINT A 4
SHIRT WITH A CODE NAME TO GIVE A SENSE OF
IDENTITY WITHIN A GROUP )T SAID @7ERE IN THIS TOGETHERv #OHENS NETWORK HELPED HIM LAND A JOB AT -AC7EEK BECAUSE
HE MET ONE OF THE EDITORS WHILE VOLUNTEERING h2AINES IS A GREAT
#OHEN SAID THE QUALITY OF A SHIRT WOULD OFTEN GIVE CLUES ABOUT ORGANIZER v SAID FORMER -AC7EEK EDITOR $AVID -ORGENSTERN h)F
THE HEALTH OF A PARTICULAR COMPANY OR HOW MUCH THEY WERE HE WERE ALIVE IN THE S OR S HE WOULD HAVE BEEN A GREAT
INVESTING IN A PRODUCT 4HE 4
SHIRTS ALSO GAVE #OHEN CLUES ABOUT UNION ORGANIZER 2AINES BELIEVES THAT PEOPLE AND COMPUTERS
WHAT WAS GOING ON INSIDE !PPLE &OR EXAMPLE AT ONE SHOW IN CAN BE A FORCE FOR GOOD IN OUR SOCIETY !ND HIS SINCERITY BRINGS
A GROUP OF PROGRAMMERS PRODUCED A 4
SHIRT THAT MADE A EVERYBODY ALONG (ES AN IDEALISTIC PERSON IN AN INDUSTRY WHERE
MESS OF !PPLES SACROSANCT RAINBOW
COLORED APPLE LOGO 4HE ONLY PRODUCTS AND SALES ARE IDEALIZEDv
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STUDIO INTO A MUSEUMv
,IKE A LOT OF 53 IMMIGRANTS "RAZILIAN
BORN PHOTOGRAPHER
#AESAR ,IMA STARTED FROM SCRATCH WHEN HE MOVED TO ,OS ,IMA ABANDONED A SUCCESSFUL CAMERA AND PHOTOGRAPHY
!NGELES IN ,IMA STRUGGLED FOR THE lRST FEW YEARS BUT NOW BUSINESS IN HIS NATIVE 3AO 0AULO TO MOVE TO THE 3TATES 5NABLE
RUNS A THRIVING DIGITAL IMAGING STUDIO #AESAR 0HOTO $ESIGN TO lND A JOB EVEN AS A PHOTOGRAPHERS ASSISTANT HE WORKED AS
WHICH HE HAS TURNED INTO A SHRINE TO THE TECHNOLOGY THAT HELPED A CLERK IN A 3AN &ERNANDO 6ALLEY CAMERA STORE %VENTUALLY HE
MAKE HIM SUCCESSFUL !PPLE COMPUTERS PICKED UP SOME FREELANCE WORK WORKING OUT OF HIS GARAGE h4HE
ONLY PROBLEM WAS MY CLIENTS WANTED TO CHECK OUT THE STUDIO v
,IMAS STUDIO IS A MINI -AC MUSEUM (E HAS -ACSFROM HE SAID h!ND IN THE SUMMER IT WAS HELL )T WAS LIKE AN OVEN
THE ,ISA TO THE #UBEON DISPLAY IN THE FRONT FOYER (E CON
INSIDE "UT ) HAD TO START SOMEWHEREv
STRUCTED THE STUDIOS RECEPTION DESK FROM A STACK OF WORKING
-AC #LASSICS h-Y CLIENTS LOVE IT v HE SAID h%VERYONE IN THIS 4HESE DAYS ,IMA HAS A LONG LIST OF HIGH
PROlLE CLIENTS SPREAD ALL
INDUSTRYART DIRECTORS DESIGNERSUSE -ACS 4HEY COME TO THE OVER THE WORLD 3PECIALIZING IN PRODUCT PHOTOGRAPHY ,IMA HAS
STUDIO AND SPEND HALF AN HOUR LOOKING AT MY COLLECTION 4HEY WORKED FOR 0IONEER 3EBASTIAN #APITOL 2ECORDS 9AMAHA AND
SAY @,OOK AT THIS ) HAD ONE OF THESEv 3ONY 0ICTURES AMONG OTHERS h#AESARS WORK CREATED THE IMAGE
FOR OUR COMPANY THAT SET US APART FROM ANY OTHER COMPETITOR IN
,IMAS PHOTOGRAPHY STUDIO RUNS ON -ACS (E HAS NINE STATE
OUR CATEGORY v SAID *OHN !MIRI AN EXECUTIVE WITH :ODAX A HOME
OF
THE
ART -ACSTHREE 0OWER"OOKS FOUR 0OWER -AC ' DECOR SUPPLIER h#ERTAIN CATALOGS THAT #AESAR HAS DONE FOR :ODAX
WORKSTATIONS A COUPLE OF I-ACS AND AN E-AC USED MAINLY FOR ARE TREATED ALMOST AS @COFFEE TABLE DECORATIVE ACCESSORIESv
SCANNING AND DIGITALLY MANIPULATING IMAGES ! -AC CONTROLS THE
STUDIOS UNIQUE LIGHTING SYSTEMA CUSTOM SETUP RESEMBLING A 4HE KEY TO ,IMAS SUCCESS HAS BEEN DEVELOPING A SIGNATURE
THEATERS LIGHTING RIG ,IMA FURNISHED AN ENTERTAINMENT LOUNGE hLOOK v WHICHNATURALLYRELIES ON MANIPULATING HIS IMAGES
NEXT TO THE STUDIO WITH A COUPLE OF PLUMP SOFAS A BIG
SCREEN 46 ON THE COMPUTER ,IMAS PHOTOS ARE ALL TINTED WITH A DISTINCTIVE
AND AN I-AC
DRIVEN SOUND SYSTEM PALETTE THAT LOOKS DISTINCTLY ARTIlCIAL h) DONT SHOOT ANYTHING
THAT LOOKS REAL v HE SAID h) LIKE TO BEND REALITYv
h) AM A -AC FREAK v ,IMA SAID h%VERY TIME ) BUY A NEW -AC SYS
TEM ) JUST COULD NOT SELL THE OLD ONE SO ) START COLLECTING THEM (E ACHIEVES SOME OF THE EFFECTS IN CAMERACOLORED LIGHTING
)T TOOK ME lVE OR SIX YEARS AND )M STILL GOINGv MULTIPLE EXPOSURESAND lNISHES THEM OFF ON THE COMPUTER
USING 0HOTOSHOP AND OTHER SOFTWARE PACKAGES %VEN THOUGH
,IMA EVEN TRIED TO PERSUADE HIS ASSISTANT TO GET AN !PPLE TAT
THE lNAL PHOTOS ARE OUTPUT IN DIGITAL FORMAT ,IMA STILL USES lLM
TOO FOR A PHOTO SHOOT 3HE REFUSED OPTING FOR A TEMPORARY ONE FOR MANY SHOOTS h2IGHT NOW ) HAVE MORE MONEY IN THE COM
INSTEAD h3HES ONLY JUST BEEN EXPOSED ;TO -ACS= v HE SAID h) PUTERS THAN THE CAMERAS AND )M A PHOTOGRAPHER v HE SAID h)TS
THINK IN A COUPLE OF YEARS SHE WILL GO FOR ITv AMAZING 4HEYVE CHANGED THE WHOLE BUSINESSv
2OVANE $URSO PRINCIPAL OF $URSO $ESIGN A DESIGN lRM BASED (E ADDED h)T IS FUNNY ) STARTED OUT ON A ;7INDOWS= 0# 7HEN
IN 3ANTA -ONICA #ALIFORNIA SAID h#AESARS -ACINTOSH COLLEC ) BOUGHT MY lRST -AC ) FELT LIKE A KID AT #HRISTMAS 3INCE THEN
TION IS THE MOST INTENSE AND CRAZY THING ) HAVE EVER SEEN WHEN ) AM ADDICTED TO IT &OR SURE !PPLE IS THE COOLEST COMPANY AN
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THE ORIGINAL MACHINE
4HE I-AC IS THE MOST POPULAR COMPUTER EVER MADE !PPLE SOLD 4HE #OLOR #LASSIC WAS LAUNCHED IN AND DISCONTINUED A
SIX MILLION OF THE MACHINES WHICH FAR OUTSTRIPS SALES OF ANY YEAR LATER )T IS STILL ONE OF THE MOST MINIATURE MACHINES EVER
OTHER MODEL OF PERSONAL COMPUTER "UT FOR SOME !PPLE ENTHUSI
PRODUCED -EASURING LESS THAN ONE FOOT IN ANY DIRECTION AND
ASTS THE COMPANY WILL NEVER IMPROVE ON THE I-ACS PROGENITOR WEIGHING ONLY POUNDS IT IS ABOUT HALF THE SIZE OF THE I-AC
THE #OLOR #LASSIC
4HE DIMINUTIVE ALL
IN
ONE COMPUTER WAS THE LAST IN A LONG LINE
4HE #OLOR #LASSIC WAS INTRODUCED IN THE EARLY NINETIES "Y OF COMPACT COMPUTERS FROM !PPLE 4HE hTOASTERv -ACS AS THEY
TODAYS STANDARDS IT IS A DINOSAUR 9ET THE #OLOR #LASSIC IS WERE KNOWN INCLUDE THE -AC 3% AND THE -AC 0LUS 4HEY ALL
EAGERLY SOUGHT AFTER 3O MUCH SO IT IS HARD TO FIND ONE ESPE
FEATURED A BUILT
IN MONITOR AND A CARRYING HANDLE BUILT IN TO THE
CIALLY IN !SIA )F YOU ARE LUCKY ENOUGH TO STUMBLE ACROSS A TOP "UT UNLIKE ITS PREDECESSORS THE #OLOR #LASSIC DIDNT HAVE A
PREHISTORIC #OLOR #LASSIC IT COULD SET YOU BACK OVER WHICH BORING BLACK
AND
WHITE DISPLAY )T WAS THE FIRST TO HAVE A GLORI
IS MUCH MORE THAN THE COST OF A SECOND
HAND I-AC OUS COLOR SCREEN
4HE #OLOR #LASSIC IS DESIRABLE BECAUSE OF ITS SIZE )T IS STILL ONE "ECAUSE OF ITS BUILT IN COLOR MONITOR THE #OLOR #LASSIC BECAME
OF THE SMALLEST MOST COMPACT COMPUTERS EVER MADE 4O BRING WELL AN INSTANT CLASSIC )T WAS POPULAR WITH STUDENTS BECAUSE IT
THESE AGING PAINFULLY SLOW MACHINES UP TO SPEED #LASSIC FANS DIDNT TAKE UP MUCH SPACE IN A DORM ROOM AND IT WAS PORTABLE
HAVE FIGURED OUT SOME CLEVER WAYS TO UPGRADE ITS INTERNAL !T A TIME WHEN NOTEBOOKS WERE SCARCE THE #OLOR #LASSIC COULD
COMPONENTS 3OME IN FACT WILL GO TO ABSURD LENGTHS TO UPDATE BE LUGGED FAIRLY EASILY TO AND FROM COLLEGE 4HE BURGEONING
THESE ANCIENT SLOTHS "UT SO SUCCESSFUL ARE THE UPGRADERS FOR A DESKTOP PUBLISHING INDUSTRY ALSO TOOK A SHINE TO THE #OLOR
SHORT WHILE IN THE WINTER OF A #OLOR #LASSIC WAS THE FAST #LASSICS CRISP CLEAR INCH COLOR SCREEN
EST -ACINTOSH ON THE PLANET 4HANKS TO A BRAND NEW -(Z
' DAUGHTER CARD FROM AN UPGRADE MANUFACTURER WHICH HADNT "UT TO KEEP SIZE AND COSTS TO A MINIMUM !PPLE HANDICAPPED
YET MADE IT INTO !PPLES PRODUCTION LINE IT WAS FASTER THAN ANY THE #OLOR #LASSIC WITH A NUMBER OF CRIPPLING LIMITATIONS )T
WAS BASED ON AN AGING MOTHERBOARD ARCHITECTURE AND HAD AN THE 5NITED 3TATES REPORTS 0ATRICK .G WHO CREATED A 7EB SITE
UNBEARABLY SLOW -(Z PROCESSOR WHICH WAS A SNAIL EVEN DOCUMENTING HIS STRANGE OBSESSION WITH THE MACHINE WHICH HE
IN ITS DAY !ND IT COULDNT BE UPGRADED 4HE PROCESSOR WAS CALLS HIS h#OLOR #LASSIC &IXATION 3YNDROMEv
SOLDERED TO THE MOTHERBOARD !PPLE ALSO LIMITED THE #OLOR
#LASSICS MAXIMUM MEMORY TO ONLY -" !T THE TIME 2!- h) NOW SEE THE UNCOMPROMISING BEAUTY AND ELEGANCE FROM ;THE=
WAS EXPENSIVE BUT -" OF 2!- ISNT ENOUGH TO DO ANY #OLOR #LASSIC EVEN MORE OBVIOUSLY IT SIMPLY SHINES v .G WRITES
THING NOW 4HE AVERAGE 7EB BROWSER DEMANDS TWICE AS MUCH h!S THIS MYSTIC DISCOVERY CONTINUES MY SUPER EGO SEEMS TO
MEMORY JUST TO GET UP AND RUNNING WARN ME ;OF= THE DANGER OF THE GAME THE EMOTIONAL ATTACHMENT
TO A PHYSICAL OBJECTv
"Y TODAYS STANDARDS THE #OLOR #LASSIC IS WAY TOO UNDER
POWERED FOR TASKS LIKE 7EB BROWSING LET ALONE FOR RUNNING )N *APAN THERE IS A CLUB DEVOTED ENTIRELY TO UPGRADING THE #OLOR
POWER HUNGRY APPLICATIONS LIKE GRAPHICS OR GAMES 4ODAY THE #LASSIC CALLED THE #LUB FOR #REATING THE 3TRONGEST #OLOR #LASSIC
#OLOR #LASSIC IS GOOD ONLY FOR RUDIMENTARY WORD PROCESSING OR 4HE CLUB BOASTS MORE THAN MEMBERS WHO HAVE FIGURED
EMAIL !ND YOUD BETTER TURN ON THE TELEVISION OR OPEN A NEWS OUT WAYS TO INSTALL THE FASTEST CHIPS THE BIGGEST HARD DRIVES
PAPER IF YOU PLAN TO RUN A COMPUTATIONALLY DEMANDING TASK STEREO SOUND SLOT LOADING #$ 2/- DRIVES AND EXPANSION
LIKE A SPELLING CHECKER )T IS SO LIMITED THE ,OW %ND -AC 7EB SLOTS FOR THINGS LIKE THE LATEST $ VIDEO ACCELERATION CARDS h7E
SITE HTTPWWWLOWENDMACCOM HAS DESIGNATED IT A h2OAD WANT TO USE ;THE #OLOR #LASSIC= FOREVER WITH HIGH PERFORMANCE v
!PPLEvONE OF THE WORST MACHINES !PPLE HAS EVER MADE EXPLAINED -IKIO +OBAYASHI A MEMBER OF THE CLUB WHO HAS
UPGRADED HER MACHINE WITH A ' CHIP h7E LIKE THIS SHAPE AND
"UT ACROSS THE WORLD SCORES OF ENTERPRISING FANS OF THE UNDER CONCEPT OF COMPACT -AC 4HIS HAS A NICE 4RINITRON CATHODE RAY
SIZED MACHINE HAVE FOUND SOME INNOVATIVE WORKAROUNDS h)TS TUBE AND SMALL SIZEv
A BRILLIANT MACHINE BUT ITS SO PAINFULLY SLOW v SAYS 2EV 3TUART
"ELL A CHURCH MINISTER IN %NGLAND WHO MAINTAINS A 7EB SITE 4OM /WAD WHO RUNS !PPLEFRITTER A SITE DEDICATED TO -AC MODI
ABOUT UPGRADING #OLOR #LASSICS h.OTHING QUITE MATCHES ITS FICATIONS SUGGESTS THAT THE CRAMPED LIVING QUARTERS OF MANY
COMPACT LOOK AND PORTABILITY )TS THE DEFINITIVE -ACv *APANESE APARTMENTS LENDS THE DIMINUTIVE #LASSIC ITS AIR OF
DESIRABILITY h4HE LAND SHORTAGE HAS A LOT TO DO WITH IT v HE SAID
2EV "ELL IS A LOCAL PARISH PRIEST IN RURAL 3USSEX "EFORE BECOM 4HERE IS ALSO THE hCUTENESSv FACTOR 4HE I-AC MAY BE COOL BUT
ING A MAN OF THE CLOTH "ELL TRAINED AS AN ELECTRICAL ENGINEER THE #OLOR #LASSIC IS INFINITELY hCUTERv
(E UPGRADED HIS #OLOR #LASSIC WITH A -(Z ' CHIP WHICH
MAKES IT FASTER THAN THE ORIGINAL I-ACS 4HE STRONGEST MACHINE IN THE CLUB BELONGS TO -R -ISUTIKU
WHO INSTALLED A -(Z ' CHIP AND A 46 TUNER WITH A REMOTE
4O INSTALL THE NEW CHIP 2EV "ELL FIRST HAD TO INSTALL A NEW CONTROL &OR A WHILE -R -ISUTIKUS #OLOR #LASSIC WAS THE FASTEST
MOTHERBOARD (E USED A BOARD FROM AN OLD -AC ,# WHICH -ACINTOSH AVAILABLE ANYWHERE 3OMEHOW -R -ISUTIKU MAN
ACCEPTS PLUG IN DAUGHTER CARDS CONTAINING THE CENTRAL PROCES AGED TO PROCURE ONE OF THE FIRST -(Z CHIPS OFF THE ASSEMBLY
SOR 2EV "ELL CHOSE A DAUGHTER CARD WITH A -(Z E 2)3# LINE AT -OTOROLA (E EVEN BEAT !PPLE WHICH DIDNT START SELLING
PROCESSOR WHICH BOOSTS HIS LITTLE #OLOR #LASSIC TO TIMES THE ITS FIRST -(Z 0OWER -ACINTOSHES UNTIL SIX MONTHS LATER
SPEED IT ORIGINALLY OPERATED AT 4O MAKE ROOM FOR THE NEW MOTH
ERBOARD AND ADD AN EXTRA POWER SUPPLY 2EV "ELL HAD TO HACK 4HE #LUB FOR #REATING THE 3TRONGEST #OLOR #LASSIC WAS FOUNDED
AWAY HUGE CHUNKS OF THE COMPUTERS INTERIOR CASING )T COST HIM BY 4AKASHI )MAI A WRITER FOR A *APANESE -ACINTOSH MAGA
A COUPLE OF HUNDRED DOLLARS AND ABOUT HOURS OF WORK (E ZINE AND -AKOTO !KIZUKI "ETWEEN THEM THE PAIR PIONEERED
FRIED THREE #OLOR #LASSICS FIGURING OUT HOW TO DO IT (IS TWO KIDS NUMEROUS WAYS OF SLICING AND DICING MOTHERBOARDS FROM LATER
NOW USE IT FOR GAMES AND HOMEWORK MACHINES TO MAKE THEM FIT INSIDE THE #OLOR #LASSICS CRAMPED
CASING ,AST YEAR )MAI AND !KIZUKI PUBLISHED A DETAILED HOW TO
5PGRADING #OLOR #LASSICS HAS BECOME SO POPULAR THAT IN SOME BOOK WITH INSTRUCTIONS FOR UPGRADING THE #OLOR #LASSICS INTERNAL
PARTS OF THE WORLD PRICES ON THE OLD MODELS HAVE BEEN DRIVEN COMPONENTS 4HE INSTRUCTIONS ARE AVAILABLE ON THE CLUBS 7EB
UP AND THEY ARE ALMOST IMPOSSIBLE TO FIND )N PARTS OF !SIA SITE HTTPKANCHANHNORG
BUYERS WILL PAY IN EXCESS OF COMPARED TO ABOUT IN
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4HE MOST POPULAR METHOD IS TO TAKE A MOTHERBOARD FROM A h(AVING A STRONG #OLOR #LASSIC IS LIKE OWNING A HOT ROD CAR )TS
0OWER -ACINTOSH OR SERIES MACHINE WHICH CAN BE IMPRACTICAL BUT ITS COOL 4HERE ARE A LOT OF PEOPLE WHO WILL PAY
FOUND FOR ABOUT ON SITES LIKE E"AY 4HEN THE #OLOR #LASSICS ANY PRICE TO HAVE ONEv )N #HAI WAS HOPING TO UPGRADE THE
VIDEO NEEDS TO BE FIXED )TS STANDARD MONITOR RESOLUTION IS MACHINE TO A ' CHIP WHICH !PPLE BOASTED CAPABLE OF BILLION
BY PIXELS WHICH ISNT BIG ENOUGH TO RUN MODERN SOFTWARE OPERATIONS A SECOND OR A GIGAFLOP
APPLICATIONS LIKE 7EB BROWSERS 4O UPGRADE THE RESOLUTION TO
BY PIXELS THE VIDEO
SCANNING VOLTAGE NEEDS TO BE h7HEN YOU SEE THE FORM AND THE SHAPE YOU KNOW IT IS CLASSIC
UPPED FROM TO VOLTS 4HE OPERATION REQUIRES THE CUTTING OF !PPLE v #HAI SAYS h) LIKE TO KEEP IT LIVINGv #HAI ALSO OWNS AN
ONE INTERNAL WIRE ON THE VIDEO CIRCUIT BOARD AND THE SOLDERING EXTREMELY RARE #OLOR #LASSIC WITH A CLEAR CASE )T IS ONE OF ONLY
OF ANOTHER THREE IN EXISTENCE BUILT BY !PPLE ENGINEERS AS PROTOTYPES
"UT FIDDLING AROUND INSIDE A #OLOR #LASSIC CAN BE EXTREMELY DAN *OHN 3TOCKER A 7EB DESIGNER HAS CONVERTED THREE #OLOR
GEROUS )TS CATHODE RAY TUBE CAN DELIVER A POTENTIALLY FATAL SHOCK #LASSICS WITH THE GUTS OF 0OWER -AC S (E UPGRADED ONE
)NSTEAD OF DICING WITH DEATH #LASSIC FANS CAN ORDER AN ALREADY OF HIS MACHINES WITH A -(Z CHIP '" HARD DRIVE -"
UPGRADED #OLOR #LASSIC FROM SPECIALISTS LIKE -AXUS #OMPUTER IN OF 2!- %THERNET NETWORKING VIDEO INPUT AND OUTPUT INCLUDING
*APAN HTTPWWWMAXUSCOMPUTERCOM )N THE COMPANY 3 6IDEO TWO 0#) EXPANSION SLOTS AND A 6OODOO ))) VIDEO CARD
OFFERED CUSTOMERS THE GUTS OF AN I-AC SHOEHORNED INTO AN OLD h!LL THIS COMPUTING GOODNESS IS CRAMMED INTO A SPACE THE SIZE
#OLOR #LASSIC FOR MORE THAN THE PRICE OF TWO BRAND NEW OF A LUNCH BOX v HE WRITES ON HIS 7EB PAGE WHICH IS ENTITLED
I-ACS AT THE TIME "UT WHEN IT WAS DONE THE LITTLE MACHINE h-Y %XERCISE )N !BSURDITYv HTTPGLOWSOFTCOMSFSPCC
BOASTED A -(Z ' CHIP AND A '" HARD DRIVE
h4HIS WAS NO SMALL TASK v HE CONTINUES h)N FACT IT TOOK ME FOUR
)N #ANADA *APANESE ENGINEER "ALL #HAI HAS SPENT A LOT OF TIME MONTHS OF GRUELING WORK TO COMPLETEv 3TOCKER SAYS HE HAD
AND MONEY IN HIS QUEST TO UPGRADE HIS MACHINE TO A -(Z TO MAKE MAJOR STRUCTURAL CHANGES TO THE INSIDES OF THE #OLOR
' AND AN ,#$ TOUCH SCREEN (ES RUINED FOUR #OLOR #LASSICS #LASSIC TO FIT IT ALL IN h#OOLING FANS NEEDED TO BE ADDED VOLT
AND CANNIBALIZED A SIMILAR NUMBER OF 0OWER -ACS AGE REGULATORS NEEDED TO BE MADE AND PLASTIC NEEDED CUTTING
FILING AND DRILLING v HE SAYS h)TS AMAZING HOW MUCH YOU CAN
#HAI OWNS 4ANGAL #OMMUNICATION A #ANADIAN ,INUX DISTRIBU LEARN ABOUT COMPUTERS BY DIGGING AROUND INSIDE ONE 4HAT
TOR h) NEED TO MAKE A LIVING TO SUPPORT MY INTERESTS v HE JOKES ALONE IS JUSTIFICATION TO DO THISv
fxääÊ",Ê Ê */9Ê "8 %VERY-AC A SITE THAT LISTS USED -ACINTOSH PRICES IT HAS A
RESALE VALUE OF ZERO 4HE ,OW %ND -AC 7EB SITE ESTIMATES THE
! LOT OF SEEMINGLY WORTHLESS JUNK IS AUCTIONED ON E"AY EVERY MACHINES VALUE AT UNLESS IT INCLUDES THE BOX MANUALS SOFT
DAY "UT PERHAPS TAKING THE PHENOMENON TO NEW HEIGHTS AN WARE DISKS AND ASSUMING AN INTERESTED COLLECTOR CAN BE FOUND
EMPTY CARDBOARD BOX WAS AUCTIONED FOR MORE THAN 4HE #HRIS ,AWSON A COLUMNIST FOR ,OW %ND -AC SAID A SPOTLESS
BOX DATES FROM AND CONTAINED AN ORIGINAL -ACINTOSH THE -ACINTOSH + WITH ORIGINAL PACKAGING AND DOCUMENTATION
+ )T WAS SOLD IN -ARCH WITHOUT THE COMPUTER MIGHT GO FOR ABOUT WHICH IS STILL SHORT OF THE PRICE OF
THE EMPTY BOX h! MINT ONE WITH FULL PACKAGING MANUALS AND
4HE BOX ATTRACTED BIDS FROM ABOUT DIFFERENT BIDDERS !T WHATNOT WENT FOR OR SO A YEAR BACK ON E"AY v HE SAID
FIRST THE BIDDING REMAINED RELATIVELY LOWLESS THAN BUT
IN THE CLOSING DAYS OF THE AUCTION THE PRICE JUMPED IN INCRE 0RESUMABLY THE BUYER OF THE EMPTY BOX WAS INTERESTED IN PUT
MENTS OF ABOUT AS FOUR BIDDERS COMPETED FOR IT 4HE TING TOGETHER SUCH A PACKAGE 5NFORTUNATELY THE WINNING BIDDER
WINNING BID WAS COULDNT BE CONTACTED FOR AN EXPLANATION (OWEVER (ASTINGS
FORWARDED AN EMAIL FROM ONE OF THE BIDDERS WHO DISCUSSED
h7HAT STARTED OUT AS KIND OF SILLY BECAME SOMEWHAT AMAZING v THE BOXS APPEAL WITH (ASTINGS h9OU HAD THREE OR MORE BID
WROTE THE SELLER $AVID (ASTINGS IN AN EMAIL h) UNDERSTAND COL DERS THAT REALLY WANTED THIS BECAUSE IT WILL COMPLETE THEIR -AC
LECTING BUT ) WAS SOMEWHAT MYSTIFIED AT THE HIGH PRICE FOR THE + SYSTEM v THE CORRESPONDENT WROTE h)F YOU DO NOT COLLECT
BOXv (ASTINGS SAID HE EXPECTED TO GET MAYBE )T WAS THE ANYTHING IT IS A LITTLE HARD TO UNDERSTAND BUT TAKE IT FROM A
FIRST THING HED SOLD ON E"AY SEASONED COLLECTOR SEEING SOMETHING NICE AS WHAT YOU HAD
THERE IS PURE BLISSv
4HE BOX WAS SLIGHTLY YELLOWED AND DISCOLORED ON THE TOP AND
SIDES "UT IT DID INCLUDE ALL THE ORIGINAL PACKAGING MATERIALS THE 4HE CORRESPONDENT SAID HE WAS MOST IMPRESSED WITH THE PLASTIC
3TYROFOAM INSERTS AND THE BOXES AND PLASTIC SLEEVES FOR THE SLIPCOVERS FOR THE KEYBOARD AND MOUSE WHICH ARE EXTREMELY
KEYBOARD AND MOUSE (ASTINGS SAID THE BOX HAD BEEN SITTING IN HARD TO COME BY h!S AN !PPLE COLLECTOR FOR OVER YEARS NOW
HIS ATTIC FOR YEARS AND THAT THE -AC WAS LONG GONEHE SOLD YOU HAD SOMETHING THAT WAS IN VERY GOOD CONDITION AND IS
IT TO AN ASPIRING WRITER IN THE LATE S VERY RARE ) MAY ADD -OST PEOPLE THREW THEM AWAY OR USED
THEM AS MOVING BOXES WROTE ON THEMYOU GET THE PICTURE
)RONICALLY THE BOX IS WORTH FAR MORE THAN THE COMPUTER IT 2EMEMBER "EAUTY IS IN THE EYE OF THE BEHOLDERv
CONTAINED !N ORIGINAL -ACINTOSH IS WORTHLESS ACCORDING TO
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#OMPUTER TECHNICIAN 6INCE "RIEL IS PLANNING TO RESURRECT THE !PPLE ) THE HAND BUILT
MACHINE THAT LAUNCHED !PPLE #OMPUTER 4HE !PPLE ) IS ONE OF THE HOTTEST MACHINES
ON THE VINTAGE COMPUTER MARKET BUT WITH LESS THAN STILL IN CIRCULATION THEY ARE
EXTREMELY HARD TO COME BY !N !PPLE ) CAN COST ANYWHERE BETWEEN AND
DEPENDING ON ITS CONDITION HISTORY AND OF COURSE THE ECONOMY "RIEL IS $%29(/()7 9,1&(%5,(/$1'
BETTING THERES A MARKET FOR REPLICA MACHINES CAPABLE OF RUNNING ORIGINAL !PPLE ) $1$33/(,5(3/,&$:+,&+
SOFTWARE WITHOUT BREAKING THE BANK +(+23(672%(*,16(//,1*
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"RIEL HAS DESIGNED BUILT AND IS CURRENTLY TESTING A REPLICA OF THE !PPLE ) )F ALL GOES -867/,.(67(9(:2=1,$.
WELL HE HOPES TO GO INTO PRODUCTION BY NEXT SPRING h4HERE IS A GROWING MARKET $1'67(9(-2%6',',17+(
FOR COLLECTING RARE AND HARD TO FIND MODELS v "RIEL WROTE IN AN EMAIL h4HE !PPLE ) /$7(·6
IS KING OF THE HILL 2EALIZING ) COULD NEVER AFFORD ONE ) DECIDED TO DESIGN A REPLICAv
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HAND BUILT BY !PPLES COFOUNDERS 3TEVE 7OZNIAK AND 3TEVE *OBS PLUS A HANDFUL $%29(5,*+7 9,1&(
OF OTHERS IN *OBS PARENTS GARAGE 0RICED AT A FIGURE THAT GOT THE FLEDGLING %5,(/·6352727<3(5(3/,&$
COMPANY INTO TROUBLE WITH #HRISTIAN FUNDAMENTALISTSONLY WERE MADE 2)$1$33/(,&20387(5
.(<%2$5'$1':,5,1*
"RIEL PLANS TO BUILD HIS REPLICAS TO ORDER AND TO CHARGE BETWEEN AND ',$*5$0-867/,.(7+(
h4HERE IS PROBABLY AS BIG A MARKET FOR A REPLICA AS THERE WAS FOR THE ORIGINAL v SAID 25,*,1$/7+,621(&20(6
"RIEL h-Y INTENT IS ONLY TO GET MORE PEOPLE INVOLVED IN THE HISTORY OF PERSONAL :,7+287$&$6(
COMPUTERS NOT MAKE A PROFITCIRCUITS ARE IN MY BLOODv
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4HERE IS RENEWED INTEREST IN RETRO COMPUTING !S WELL AS "RIELS &OR SOME THE HISTORIC COMPUTER EXERTS A MYSTICAL ATTRACTION
!PPLE ) THE &ISCHER &REITAS #OMPANY IS BUILDING A LIMITED SUP /NE OWNER WHO ASKED TO REMAIN ANONYMOUS DESCRIBED SEEING
PLY OF THE CLASSIC )-3!) AN EARLY PERSONAL COMPUTER MADE HIS !PPLE ) FOR THE FIRST TIME h) SLOWLY OPENED THE BOX LOOKED AT
FAMOUS BY -ATTHEW "RODERICK IN THE MOVIE 7AR'AMES THIS PITIFUL LITTLE CIRCUIT BOARD AND THOUGHT ABOUT A CHURCH ) ONCE
VISITED IN )TALY v THE OWNER SAID h)NSIDE THE CHURCH IS A SPLIN
"RIEL STILL HAS A COUPLE OF TECHNICAL AND LEGAL HURDLES TO OVER TER FROM THE 4RUE #ROSS ,OOKING AT THAT TINY WOOD FRAGMENT
COME (IS PROTOTYPE HAS A COUPLE OF HARDWARE GLITCHES THAT GAVE ME A CHILL 4HE !PPLE ) GAVE ME A SIMILAR CHILLv
NEED TO BE IRONED OUT AND HIS PLAN HASNT YET BEEN CLEARED
WITH !PPLE OR 7OZ !PPLE LIKELY HOLDS COPYRIGHTS ON THE 4HESE DAYS THE !PPLE ) IS RARELY OFFERED FOR SALE h&ROM A
MACHINES DESIGN !ND ALTHOUGH "RIEL REDESIGNED THE MOTH COLLECTORS VIEWPOINT THE !PPLE ) IS CERTAINLY THE MOST DESIR
ERBOARD BECAUSE SOME OF THE CHIPS ARE HARD TO FIND HE MAY ABLE COMPUTER !PPLE EVER MADE v SAID 4OM /WAD AN !PPLE
STILL NEED TO LICENSE THE 2/-A SET OF HARD WIRED INSTRUCTIONS HISTORIAN WHO RUNS THE !PPLEFRITTER 7EB SITE )T IS UNKNOWN HOW
NECESSARY TO RUN ORIGINAL !PPLE ) SOFTWARE !PPLE DIDNT RESPOND MANY !PPLE )S ARE STILL IN CIRCULATION 3ELLAM )SMAIL ORGANIZER
TO REQUESTS FOR COMMENT OF THE 6INTAGE #OMPUTER &ESTIVAL AND A CLASSIC COMPUTER BROKER
ESTIMATED THERE ARE FEWER THAN h) KNOW OF IN EXISTENCE v
)F "RIEL GETS !PPLES CONSENT THE REPLICA WILL BE THE FIRST !PPLE HE SAID h)M ESTIMATING THAT THERE MAY BE AS MANY AS TO
CLONE SINCE THE COMPANY KILLED CLONE LICENSES IN !LTHOUGH TOTAL STILL AROUNDv
IT WAS NOT THE FIRST PERSONAL COMPUTER THE !PPLE ) IS WIDELY CON
SIDERED THE TOUCHSTONE OF THE PERSONAL COMPUTER REVOLUTION 2ISING PRICES FOR THE !PPLE ) IN THE LATE SONE MACHINE
SOLD FOR RAISED THE SPECTER OF FORGED !PPLE )S -ANY
4HE MACHINES WERE BARELY MORE THAN MOTHERBOARDS #USTOMERS OF THE !PPLE ) CHIPS ARE STILL AVAILABLE TO KNOWLEDGEABLE FORGERS
HAD TO ADD THEIR OWN CASE AND KEYBOARD AND WIRE THE MACHINE ALTHOUGH SOME ARE EXTREMELY RARE )F A FORGER COULD GET A HOLD
DIRECTLY TO THE GUTS OF A MONITOR WHICH IN THOSE DAYS LACKED OF THE PARTS PASSING IT OFF AS AN ORIGINAL WOULD BE RELATIVELY
VIDEO JACKS #USTOMERS PROGRAMMED THE MACHINE THEMSELVES EASY 3ALES WERE NEVER DOCUMENTED 4HERES NO PAPER TRAIL TO
! TAPE DRIVE FOR STORING PROGRAMS WAS AVAILABLE AS AN OPTION PROVE OR DISPROVE AUTHENTICITY
#OMPARED WITH OTHER EARLY PERSONAL COMPUTERS THOUGH THE 4O PROTECT AGAINST A SUDDEN FLOOD OF FAKE !PPLE )S AT LEAST ONE
!PPLE ) WAS VASTLY MORE USER FRIENDLY 4HE -)43 !LTAIR FOR OWNER HAS SEALED HIS MACHINE IN A STORAGE BOX ALONG WITH SEV
EXAMPLE HAD NO KEYBOARD MONITOR OR PROGRAMMING LANGUAGE ERAL PACKETS OF MOISTURE
REDUCING PELLETS h) DONT WANT ANYONE
0ROGRAMS WERE ENTERED BY HAND IN BINARY MACHINE CODE VIA A TO CONFUSE MY AUTHENTIC !PPLE ) WITH REPLICAS THAT MAY APPEAR
FRONT PANEL OF SWITCHES AND LIGHTS h4HE !PPLE ) WAS AN IMPOR
IN THE COMING YEARS v SAID THE OWNER WHO REQUESTED ANONYM
TANT STEP v SAID 3TEVE 7OZNIAK IN AN EMAIL h)T TOOK THE STEP ITY h) CAN ALWAYS SAY THAT MY !PPLE ) WAS SEALED AND PUT INTO
OF SAYING THAT THE LOW
COST COMPUTER WOULD HAVE A 17%249 STORAGE BEFORE THE REPLICAS BEGAN TO APPEARv
KEYBOARD AND NO FRONT PANEL AND WOULD HAVE A PROGRAMMING
LANGUAGE 4HESE WERE BRAVE STEPSv
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)N A DRAFTY BARN IN RURAL NORTHERN #ALIFORNIA IS PERHAPS THE RAREST -ACINTOSH EVER
MADE AN ELECTRONICALLY SHIELDED -AC USED BY A SPY OR MILITARY AGENCY 4HE MACHINE
APPEARS TO BE UNIQUE AND IS SO SECRET THAT NO ONE KNOWS ANYTHING ABOUT IT
3ITTING ON A DUSTY SHELF IN AN OLD BARN IN "OULDER #REEK #ALIFORNIA OWNED BY PRO
GRAMMER AND AUTHOR "RUCE $AMER THE -ACINTOSH 3% 4 AT FIRST APPEARS TO
BE A STANDARD ALL IN ONE -AC FROM THE MID S "UT INSTEAD OF THE REGULAR PLASTIC
CASE THE 4 HAS AN ALL METAL ENCLOSURE THAT HAS BEEN h4EMPEST SHIELDEDv TO
PREVENT IT FROM BEING SNOOPED ON
4EMPEST SHIELDING IS A STANDARD FORM OF ELECTROMAGNETIC PROTECTION DEFINED BY THE
53 GOVERNMENT FOR PROTECTING COMPUTING EQUIPMENT FROM SPIES 4HE SHIELDING
PREVENTS COMPUTERS AND MONITORS FROM EMITTING ELECTROMAGNETIC SIGNALS THAT CAN
BE USED TO RECONSTRUCT SENSITIVE INFORMATION 4EMPEST SHIELDING IS NOT NEW AND
THERE ARE A NUMBER OF COMPANIES THAT ADD 4EMPEST SHIELDING TO 7INDOWS 0#S
FOR AGENCIES LIKE THE .ATIONAL 3ECURITY !GENCY #)! OR $EPARTMENT OF $EFENSE
4EMPEST SHIELDING IS ALSO USED BY CORPORATIONS TO PREVENT INDUSTRIAL ESPIONAGE
4HE 4 IS BY NO MEANS THE ONLY 4EMPEST
SHIELDED -AC ! COMPANY CALLED 6322.< 7+(62&$//('%/$&.0$&
4ECH-ATICS 4ECHNOLOGIES USED TO SELL A 4EMPEST
SHIELDED -AC 0LUS "UT THE 4 )520%58&('$0(5·6',*,%$51$
DOES APPEAR TO BE THE ONLY 4EMPEST
SHIELDED -AC MADE BY !PPLE AND $AMER 35,9$7(&20387(5086(801($5
APPEARS TO HAVE THE ONLY ONE 6,/,&219$//(<
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h)TS A "LACK -AC v SAID $AMER IN REFERENCE TO THE BLACK HELICOPTERS USED BY SHADY
GOVERNMENT AGENCIES h7E DONT KNOW WHO USED ITTHE #)! THE $EPARTMENT OF
$EFENSEOR WHERE IT CAME FROMv
4HE -ACS INNOCENT
LOOKING BEIGE METAL CASE IS IN FACT A &ARADAY CAGEA METAL
MESH THAT STOPS THE COMPUTER FROM RADIATING ELECTROMAGNETIC SIGNALS )T HAS A
FLIP
DOWN PANEL ON THE FRONT FOR A "ERNOULLI DRIVEA REMOVABLE DRIVE COMMON
AT THE TIME h4HE OPERATIVE COULD TAKE EVERYTHING WITH HIM AT ALL TIMES v $AMER
EXPLAINED 4HE OPENING FOR THE DRIVE IS ALSO PROTECTED BY AN EMISSIONS
BUSTING
RING OF COPPER COILS 5NFORTUNATELY THE MOTHERBOARD OF THE "LACK -AC HAS BEEN
REMOVED 3O HAS THE PANEL AT THE BACK HOUSING SHIELDED CONNECTORS FOR KEYBOARD
MOUSE AND NETWORK PORTS
$AMER DISPLAYS THE "LACK -AC IN HIS PRIVATE COMPUTER MUSEUM THE $IGI"ARN
#OMPUTER -USEUM WHICH OPENED IN *ULY !S FAR AS $AMER KNOWS THE "LACK
-AC IS UNDOCUMENTED 4HERES NO RECORD OF IT ANYWHERE !PART FROM THE MODEL
NUMBER ON THE FRONT THERE ARE NO IDENTIFYING MARKINGS OR SERIAL NUMBERS $AMER
WHO IS WELL CONNECTED IN 3ILICON 6ALLEY HAS MADE EXTENSIVE INQUIRIES ABOUT THE
"LACK -AC TO NO AVAIL h)TS THE RAREST -AC IN THE WORLD v $AMER SAID h4HIS IS THE ',*,%$5167250(5 352*5$00(5
ONLY ONE KNOWN 4HERES NO EVIDENCE OF ANY OTHER EXISTING MACHINES OUT THERE %58&('$0(52:163(5+$367+(
4HERES NO RECORD OF IT AT !PPLE "UT ITS A REAL !PPLE MACHINEIT WASNT MADE OR 5$5(670$&,1&,5&8/$7,21$
ADAPTED BY ANOTHER COMPANYSO IT MUST HAVE BEEN A CLASSIFIED PROJECTv 7(03(676+,(/'('0$&,1726+6(
/,.(/<%8,/7)25(63,21$*(:25.
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)N FACT $AMERS -AC WAS MOST LIKELY MADE BY #ANDES 3YSTEMS OF (ARLEYSVILLE
0ENNSYLVANIA AS AN AFTER
MARKET MODIFICATION !PPARENTLY !PPLE WAS SO PLEASED
WITH THE SHIELDED CASES MADE BY #ANDES IT ALLOWED THE COMPANY TO USE THE !PPLE
LOGO THE ONLY TIME A THIRD PARTY HAS BEEN ALLOWED TO DO SO h#3) BOUGHT THE !PPLE
PRODUCTS AND REMANUFACTURED THEM TO MEET THE .ATIONAL 3ECURITY !GENCYS STRICT
4EMPEST GUIDELINES FOR SECURE COMPUTERS v EXPLAINED *ASON 3IGNORE #ANDES
HEAD OF SALES AND MARKETING h!PPLE WAS SO PLEASED WITH THE FINAL DESIGNTHEY
RETAINED THE LOOK AND FEEL OF AN OFF
THE
SHELF -AC#3) WAS ALLOWED TO USE !PPLES
RAINBOW LOGO ON OUR PRODUCTSv
3IGNORE SAID THE 4 WAS ONE OF MANY 4EMPEST
SHIELDED -ACS MADE BY #3)
(E ALSO HAS A -AC ))CI ))CX ))FX AND 1UADRA (E PLANS TO DONATE A COUPLE OF
WORKING SYSTEMS TO THE $IGI"ARN h) MANAGED TO SAVE A FEW OF THESE MODELS FROM
THE TRASH HEAP A YEAR OR TWO AGO v HE SAID
)N THE EARLY S #ANDES WAS SHIPPING HUNDREDS OF 4EMPEST -ACS EVERY WEEK TO
DIFFERENT AGENCIES 3IGNORE SAID INCLUDING .!3! THE $RUG %NFORCEMENT !GENCY
THE #)! AND THE .3! (E THOUGHT MOST OF THE 4EMPEST -ACS WERE USED FOR MAP
PING OR BATTLEFIELD IMAGING APPLICATIONS "UT 3IGNORE WAS UNABLE OR UNWILLING TO
ELABORATE h! LOT OF THE TIME THE AGENCIES WE SELL THEM TO ARENT THE ONES THAT USE
THEM v HE SAID h)N THE END WE DONT KNOW WHO WE ARE SELLING IT TO OR WHAT THEYRE
USING IT FORv 3IGNORE SAID HE SAW SOME 4EMPEST -ACS ON 46 DURING THE 'ULF 7AR
h4HERE THEY WERE IN THE DESERT IN THESE TENTS v HE SAID h7HAT THEY WERE DOING WITH
THEM ) COULDNT TELL YOUv
3IGNORE ALSO HAS A 4EMPEST
SHIELDED -AC 0LUS WITH TWO FLOPPY DRIVES IT ORIGINALLY
CAME WITH ONLY ONE AND AN ONOFF SWITCH JUST FOR THE SCREEN ON THE FRONT 3IGNORE
SAID THE SWITCH WAS TO PROTECT THE SCREEN FROM PRYING EYES (E RECALLED VISITING A
GOVERNMENT FACILITY WHERE OR OPERATIVES SAT AT SIMILARLY EQUIPPED WORKSTA
TIONS "EFORE HE ENTERED THE ROOM WARNING LIGHTS SPUN AND EVERYONE SWITCHED OFF
THEIR SCREENS 4HE OPERATIVES WAITED PATIENTLY UNTIL HE WALKED THROUGH THE LIGHTS
SPUN AGAIN AND EVERYONE WENT BACK TO WORK
*$0(5 $//$1/81'(//$1(;(',725 %58&('$0(5&85$7252)7+(',*,%$51
2) %<7(0$*$=,1(,6',675$&7(')520 $1'$0$&&+,01(<7+($)7(50$5.(7
7+(*$0(+(·6(1*5266(',17+(2/' $&&(6625<0$'(2)&$5'%2$5'+(/3('
6<67(066725('$77+(',*,%$51620( &22/($5/<0$&6:+,&+67(9(-2%6
7,0(6,1'8&(0,67<7($562)1267$/*,$ ,16,67('+$9(12&22/,1*)$16
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,½-Ê , THEIR FINGER ON THE COMPUTERS MOUSE 4HE LETTERS OF THE /UIJA
BOARD ARE DISPLAYED ON THE COMPUTERS SCREEN h)T COMBINES
)N ADDITION TO THE "LACK -AC $AMERS $IGI"ARN FEATURES A COL
THE ILLOGIC OF THE SPIRIT WORLD WITH THE LOGIC OF COMPUTERS v SAID
LECTION OF VINTAGE -ACS INCLUDING ONE OF THE FIRST -ACS EVER $AMER h)TS A GREAT IDEA FOR A GAMEv
SHIPPED COMPLETE WITH ALL ITS SHIPPING MATERIALS AND DOCU
MENTATION (E ALSO HAS AN !PPLE )) '3 h7OZ %DITIONvTHE LAST 4HE PRIDE OF $AMERS COLLECTION IS A #RAY ! 3UPERCOMPUTER A
OF THE !PPLE ))S SPECIALLY DESIGNED BY !PPLE COFOUNDER 3TEVE GIANT MULTIMILLION
DOLLAR DINOSAUR FROM THE #OLD 7AR USED TO
7OZNIAK AND ADORNED WITH HIS NICKNAME $AMER POPPED THE SIMULATE NUCLEAR WEAPONS 4HESE DAYS ITS COMPUTING POWER IS
LID TO REVEAL THE '3S MOTHERBOARD h)TS A CLASSIC 7OZ DESIGN v ROUGHLY EQUIVALENT TO A -(Z 0ENTIUM 0#
$AMER EXPLAINED h&EW CHIPS ,OTS OF SLOTS /PENv
4HE $IGI"ARN ALSO SHOWCASES ABOUT NERDY 4
SHIRTS DONATED
(E GESTURED TO THE ORIGINAL -ACINTOSH THE BRAINCHILD OF 3TEVE BY 4AYLOR "ARCROFT WHO COLLECTED THEM OVER THE COURSE OF
*OBS SITTING ON A BENCH NEARBY h4HE -AC IS FROM THE SAME ATTENDING A DECADES WORTH OF TRADE SHOWS !ND THERE ARE LOTS OF
TIME BUT IS THE TOTAL OPPOSITE v HE SAID h*OBS CLOSED IT UP 9OU ORIGINAL DOCUMENTS LIKE THE FIRST ISSUE OF "YTE -AGAZINE
NEED A SPECIAL SCREWDRIVER TO OPEN THE CASE .O SLOTS #LOSED
AND PROPRIETARY 4HERES THE TWO CULTURES OF !PPLE RIGHT THERE $AMER IS WORKING HARD TO GET MOST OF HIS MACHINES OPERATING
/NE OPEN ONE CLOSEDv WITH ORIGINAL SOFTWARE SO THAT PEOPLE CAN RELIVE THE EARLY DAYS
OF COMPUTING h%VERY TIME YOU BRING A NERD TO THE COMPUTER
$AMERS MUSEUM HOUSES A NUMBER OF -AC ODDITIES LIKE A MUSEUM THEIR FACES LIGHT UP WITH MEMORIES v SAID 'ALEN
/UIJA BOARD GAME CALLED 'YPSY BY -AGNUM 3OFTWARE )NSTEAD "RANDT $AMERS PARTNER h9OU SEE GROWN MEN CRYING WHEN THEY
OF GATHERING AROUND AN UPTURNED WINE GLASS EVERYONE PUTS SEE SOME OF THESE SYSTEMSv
/
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7/" FIXES MOST OF WHICH ARE FREELY AVAILABLE h4HERES A LOT OF SEN
TIMENTALITY FOR THE HARDWARE v SAID AFICIONADO 6ICTOR 2EHORST A
7HEN *ONATHAN 7ISES (ANDSPRING 6ISOR ORGANIZER DIED HE GRAD STUDENT AND PROGRAMMER FROM 4ORONTO WHO MAINTAINS THE
DECIDED TO GET A DIFFERENT HANDHELD !FTER SHOPPING AROUND HE POPULAR .EWTON4ALK MAILING LIST h0EOPLE TRY TO KEEP IT GOING AS
FOUND A MACHINE THAT DID IT ALL 7EB EMAIL CALENDAR AND ADDRESS LONG AS THEY CANv
BOOK 7AS IT THE LATEST SLEEK #LIÏ FROM 3ONY OR A SKUNKWORKS
0OCKET 0# YET TO HIT THE MARKET .O WAS THE GRANDDADDY OF THEM 7IRELESS NETWORKS LIKE 7I
&I B '3- AND '023 ALL
ALL !PPLES .EWTON WHICH IS STILL GOING STRONG DESPITE BEING EMERGED AFTER THE .EWTON WAS KILLED BUT .EWTON HACKERS
DISCONTINUED BY !PPLE IN HAVE RELEASED SOFTWARE TO SUPPORT THEM ALL 4HERES ALSO AN -0
PLAYER FOR THE .EWTON CALLED -AD -AX ADAPTED FOR THE .EWTON
4HE .EWTON SHOULD HAVE GONE AWAY BUT AMAZINGLY IT HAS KEPT BY %CKHART +ÚPPEN %RIC 3CHNECK WROTE AN I4UNES PLUG
IN THAT
CURRENT IN BOTH HARDWARE AND SOFTWARE THANKS TO THE EFFORTS SYNCS A .EWTON WITH !PPLES DIGITAL JUKEBOX
OF .EWTON ENTHUSIASTS 4HE .EWTON COMMUNITY IS HOLDING
STEADY )T MAY EVEN BE GROWING h4HE HANDWRITING RECOGNITION 3URE THE .EWTONS LIMITED PROCESSING POWER -(Z PROCES
IS UNBELIEVABLE v 7ISE SAID h"UT THE BEST THING ABOUT OWNING A SOR AND MEMORY AVERAGE -" LIMITS STORAGE TO A HANDFUL OF
.EWTON HAS TO BE THE COMMUNITY )N THE TIME IT TAKES TO GET PUT SONGS AT A FAIRLY LOW BIT RATE BUT IT SAVES .EWTON USERS ON
ON HOLD BY A (ANDSPRING TECH SUPPORT AGENT YOU CAN HAVE AN I0OD 4HE .EWTON ALSO HAS NO HEADPHONE JACK ALTHOUGH ONE
DIFFERENT SOLUTIONS FOR YOUR PROBLEM FROM .EWTON USERS WORLD
CAN BE FASHIONED WITH AN INEXPENSIVE HOMEMADE DONGLE
WIDE )D MUCH RATHER HAVE AN OUT
OF
WARRANTY PRODUCT WITH
THIS COMMUNITY BEHIND ME THAN A BRAND
NEW PRODUCT BACKED BY 4HE BIGGEST PROBLEM WITH A .EWTON IS ITS SIZE )TS AS BIG AS A
(EWLETT
0ACKARD OR 0ALMv BRICK h0EOPLE MAKE FUN OF YOUR .EWT v 7ISE SAID h-Y BOSS
ONCE ASKED ME IF IT WAS ACTUALLY A FLATBED SCANNERv
2ELEASED IN THE .EWTON WAS ONE OF THE FIRST 0$!S PER
SONAL DIGITAL ASSISTANTS ON THE MARKET %ARLY MODELS WERE $ESPITE THE DRAWBACKS OF THE AGING HARDWARE FANS WILL ARGUE
BULKY EXPENSIVE AND BUG
RIDDEN !PPLE MARKETED THE .EWTON THE .EWTONS MERITS OVER NEWER DEVICES 4HE HANDWRITING
POORLY AND IT WAS WIDELY RIDICULED A MEMORABLE $OONESBURY RECOGNITIONARGUABLY THE BEST EVERBIG SCREEN AND SUPERB
STRIP BY 'ARRY 4RUDEAU EFFECTIVELY DOOMED THE DEVICE NETWORKING CAPABILITIES ARE STILL BETTER THAN NEWER COMPET
ING DEVICES THEY ARGUE h4HE .EWTON WAS ALWAYS THE &ERRARI
,ATER MODELS WERE VASTLY IMPROVED BUT THE .EWTON NEVER TO THE 0ALMS 9UGO v SAID 0ETER -ARKEL )DEACASTS PRODUCER
TOOK OFF 0ALM STEPPED IN AND QUICKLY DOMINATED THE HANDHELD FOR 0LANET.EWTONCOM h(ARDWARE
WISE .EWTON COULD AND
MARKET WITH THE WILDLY POPULAR 0ALM0ILOTS WHICH WERE SMALLER MOSTLY STILL DOES RUN RINGS AROUND THE 0ALM PLATFORMv
CHEAPER AND EASIER TO USE )N 0ALM HAD A PERCENT
MARKET SHARE 7INDOWS #% HAD PERCENT AND .EWTON JUST 4HE HARDWARE HAS ALLURE BUT MOST USERS ARE ATTRACTED TO THE
PERCENT ACCORDING TO MARKET RESEARCH FIRM $ATAQUEST !T THE COMMUNITY 0LUS THE .EWTON IS NO LONGER !PPLES DEVICE )T
HEIGHT OF ITS POPULARITY ONLY AN ESTIMATED .EWTONS BELONGS TO THE USERS h)TS THE OPEN
SOURCE SPIRIT v 3CHNECK SAID
WERE IN USE h) WRITE FOR THE .EWTON BECAUSE ITS A COMMUNITY TO WHICH ) CAN
MAKE A VISIBLE CONTRIBUTIONv -ARKEL ESTIMATED THAT DAY
!PPLE FINALLY KILLED THE .EWTON IN &EBRUARY AFTER 3TEVE TO
DAY .EWTON USERS REMAIN AND THE COMMUNITY MAY EVEN BE
*OBS RETURNED TO THE COMPANY EVEN THOUGH FANS DEMONSTRATED GROWING 2EHORSTS .EWTON4ALK MAILING LIST HAS GROWN BY
IN THE PARKING LOT OF !PPLES #UPERTINO CAMPUS !PPLE OFFICIALS SUBSCRIBERS IN THE PAST YEAR ALONE 4HREE NEW USER GROUPS WERE
GAVE THEM COFFEE AND COOKIES BUT REFUSED TO RESURRECT THE LAUNCHED LAST YEAR IN ,OS !NGELES 7ASHINGTON AND 4ORONTO
DEVICE &ANS STILL TAKE THEIR .EWTONS TO *OBS KEYNOTE SPEECHES 4HERE ARE ABOUT ACTIVE USER GROUPS WORLDWIDE CONCENTRATED
AT -ACWORLD AND WAVE THEM IN THE AIR IN SILENT PROTEST IN THE 5NITED 3TATES *APAN +OREA &RANCE AND $ENMARK h4HE
.EWTON COMMUNITY IS GREAT FRIENDLY AND VERY COMPETENT v SAID
)T DOESNT SEEM TO MATTER THOUGH 7ITHOUT ANY HELP FROM !PPLE -ARCO 0OLENTA AN )TALIAN .EWTON FAN h.EWTON DEVELOPERS ARE
.EWTON USERS HAVE KEPT THE PLATFORM CURRENT WITH TECHNOLOGI
STILL CONTINUING TO WORK ON .EWTON PROJECTS AND MOST OF THEIR
CAL CHANGES THROUGH A SERIES OF SOFTWARE HACKS AND HARDWARE SOFTWARE IS SHAREWARE OR FREEWARE ) THINK THIS IS VERY COOLv
2EHORST MAINTAINS A COMPREHENSIVE ARCHIVE OF .EWTON SOFTWARE (ES COLLECTED %(/2:/()7 1(:72123+,/(
ABOUT TITLES AND NEW ONES ARE ADDED EVERY WEEK HE SAID 4HERES ALL KINDS 0$5&232/(17$$1,7$/,$1
OF SOFTWARE FROM 4ELNET CLIENTS TO BIORHYTHM CALCULATORS &$57221,67$1'*5$3+,&
'(6,*1(5&28/'1·7%(025(
!LBERT -UNIZ A CONSUMER BEHAVIORIST AT $E0AUL 5NIVERSITY IN #HICAGO IS STUDYING '(/,*+7(':,7++,61(:721
THE .EWTON COMMUNITY (E SAID .EWTON USERS PROVIDE EACH OTHER INVALUABLE TECH
7+$1.6727+(1(:721&20
NICAL AND SOCIAL SUPPORT 7ITHOUT IT MANY WOULD ABANDON THE PLATFORM h0EOPLE 081,7<3/(17<2)1(:
STICK WITH THE .EWTON BECAUSE THE COMMUNITY IS SO STRONG v -UNIZ SAID h)F THEY 62)7:$5($1'+$5':$5(
HAVE A PROBLEM THEY TURN TO THE COLLECTIVE GENIUS OF THE GROUP TO GET AN ANSWERv 83*5$'(6$5(67,//5(/($6('
)257+($*,1*+$1'+(/'
!S WELL AS SOFTWARE AND HELP THE COMMUNITY MAINTAINS MANY GOOD .EWTON 7EB
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SITES SUCH AS .EWTON 2EFERENCE WHICH HAS HUNDREDS OF .EWTON
RELATED LINKS
4HE .EWTON (ALL OF &AME PROVIDES INTERESTING BACKGROUND AND 4HIS /LD .EWT A %(/2:5,*+7 ',(+$5'6
.EWTON 7EBLOG TRACKS NEW SOFTWARE AND OTHER ITEMS OF INTEREST -AINTENANCE '(63,7(,766,=(7+(1(:721
CAN BE A PROBLEM BUT THERES A STEADY TRADE OF .EWTONS ON E"AY 4OP
OF
THE
LINE 67,//+$6$67521*)$1%$6(
MODELS THAT ORIGINALLY COST MORE THAN CAN BE PICKED UP FOR ABOUT
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-OST USERS OWN TWO OR MORE MODELS CANNIBALIZING THE SPARES FOR PARTS 3UN
2EMARKETING HAS LOTS OF SPARES THERES EVEN A -(Z UPGRADE FOR LATER MODELS
"UT AS USERS CONTINUE TO DEVELOP THE .EWTON !PPLE IS LEAVING IT FURTHER AND
FURTHER BEHIND &OR EXAMPLE !PPLE HASNT PROVIDED SOFTWARE TO SYNC WITH ITS NEW
OPERATING SYSTEM -AC /3 8 EXCEPT THROUGH THE CLUNKY #LASSIC COMPATIBILITY
ENVIRONMENT THERE IS A THIRD
PARTY UTILITY )RONICALLY THE 7INDOWS VERSION STILL
WORKS WITH -ICROSOFTS LATEST OPERATING SYSTEMS OR 80
0(0%(562)7+(6287+(51
217$5,21(:72186(56·
*5283$77+(,55(*8/$5
0((7,1*,17252172<(67+(
/,77/(*,5/,6$1(:72186(5
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$EVAN 3IMUNOVICH IS A ONE
MAN -ACINTOSH RETRO REVIVALIST 4HE
YEAR
OLD 3AN &RANCISCO DESIGNER IS AN AVID COLLECTOR OF OLD
ALL
IN
ONE -ACS (E HAS ABOUT -AC #LASSICS -AC 3%S AND
-AC 3%S "UT HES NOT KEEPING HIS PASSION TO HIMSELF (E
OFTEN LUGS CARLOADS OF HIS MACHINES TO RAVES AND OTHER EVENTS
SETTING UP VINTAGE GAMING LOUNGES OR VIDEO WALLS MADE FROM
COMPACT -ACS STACKED ATOP EACH OTHER /VER THE LAST COUPLE OF
YEARS 3IMUNOVICH HAS SET UP HIS C
TRL LOUNGE INSTALLATIONS AT
NUMEROUS PARTIES RAVES GALLERY OPENINGS FUND
RAISERS AND
THE OCCASIONAL CORPORATE SHINDIG
3IMUNOVICH IS PART OF A THRIVING -AC UNDERGROUND OBSESSED
WITH RETRO MACHINES (E AND THOUSANDS LIKE HIM LOVINGLY MAIN
TAIN -ACS THAT SHOULD HAVE BEEN LANDFILL DECADES AGO
7HEN SETTING UP AN INSTALLATION 3IMUNOVICH LOADS UP HIS
COMPACT (ONDA #IVIC WITH A COUPLE DOZEN MACHINES WHICH
FIT SNUGLY BECAUSE OF THEIR BOXY SHAPE 7HEN CREATING A GAME
LOUNGE HE SETS UP THE BEIGE COMPUTERS BACK TO BACK ON TABLES
AND NETWORKS THEM VIA ,OCAL4ALK 4HE GAME LOUNGES ARE
REMINISCENT OF THE ROWS AND ROWS OF COMPUTERS !PPLE SET UP AT
-ACWORLD TRADE SHOWSCIRCA
3IMUNOVICH HAS COLLECTED BETWEEN AND VINTAGE -AC
GAMES INCLUDING CLASSICS LIKE 4ETRIS 4ANK "OLO 3TAR 7ARS AND
,EMMINGS ! SELECTION IS LOADED ONTO EACH MACHINE 'AMERS
CAN PLAY NETWORKED GAMES LIKE 4ANK "OLO OR "USD /UT THOUGH
MOST DONT REALIZE THEYRE ON A NETWORK
2/'6&+22/ 620(2)
7+(*$0(6/2$'('21
6,08129,&+·60$&+,1(6
,1&/8'(&/$66,&6/,.(
$,5+2&.(< 723/()7
'50$& 7235,*+7
7(75,6 %277205,*+7
$1'0,66,/(&200$1'
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&OR MANY PEOPLE THE SIGHT OF A MACHINE THEY HAVENT USED
SINCE THEIR HIGH SCHOOL DAYS RUNNING A GAME THEY HAVENT SEEN
IN DECADES IS POWERFULLY NOSTALGIC h! LOT OF PEOPLE SAY @7OW )
HAVENT PLAYED THIS GAME IN YEARS v SAID 3IMUNOVICH "UT HE
GETS JUST AS MANY ADMIRING COMMENTS FROM PEOPLE WHO WERE
JUST KIDS WHEN THE MACHINES CAME OUT AND HAVE NEVER SEEN
THEM IN ACTION BEFORE h4HEY ARE AMAZED WHEN ) TELL THEM IT HAS
AN -(Z PROCESSOR AND WAS MADE YEARS AGO v 3IMUNOVICH
SAID h! LOT OF PEOPLE ARE ASTONISHED THAT THESE MACHINES STILL
RUN AT ALLv
3URPRISINGLY 3IMUNOVICH BELONGS TO THIS GROUP HIMSELF (ED
NEVER SEEN A COMPACT -AC UNTIL HE SPOTTED ONE A COUPLE OF
YEARS AGO AT A 3AN &RANCISCO THRIFT STORE h) NEVER HAD ONE v HE
SAID h)D NEVER SEEN ONE BEFORE IN MY LIFE ) THOUGHT @4HIS IS
REALLY COOL )VE GOT TO TRY IT OUT )T WAS A BLAST )TS NOT SO MUCH
NOSTALGIA FOR ME AS TECHNOLOGICAL ACROBATICSv
3IMUNOVICH CONTINUED TO BUY COMPACT -ACS AT THRIFT STORES FOR
TO APIECE UNTIL HED COLLECTED ABOUT A DOZEN (E THEN
WENT OUT AND BOUGHT A PALLET
LOAD FOR AT A LOCAL WHOLESALER
BOOSTING HIS COLLECTION TO ABOUT MACHINES (E STORES THEM AT
A FRIENDS WAREHOUSE
CUM
PERFORMANCE SPACE
3IMUNOVICH OWNED AN OLD )"- AS A TEENAGER AND PLAYED A
LOT OF $/3 GAMES WHICH WERE LIKE !TARIS FIRST CONSOLE GAMES
IN SOPHISTICATION 4HE GRAPHICS WERE RELATIVELY SIMPLE AND
CLUNKY /LD -ACS BY COMPARISON ARE MUCH MORE SOPHISTICATED
!LTHOUGH THE GRAPHICS ARE BLACK AND WHITE THEY CAN SOMETIMES
ACHIEVE A LEVEL OF PHOTO REALISM AND THEY ARE MUCH BETTER AT
CREATING GAMING STAPLES LIKE SIMPLE $
)MPRESSED BY THESE CAPABILITIES 3IMUNOVICH HAS ALSO CREATED A SERVER FULL OF SOFTWARE FOR BLACK AND WHITE MACHINES MOSTLY
NUMBER OF VIDEO WALLS MADE FROM STACKED COMPACT -ACS 4HE CLASSIC GAMES )NTERESTINGLY THE SERVER IS AN OLD 3% WITH AN
MOST AMBITIOUS WAS BUILT FROM MACHINES ARRANGED IN A FIVE UPGRADED '" INTERNAL HARD DRIVE AND AN EXTERNAL '" DRIVE
BY FIVE GRID WHICH WAS DISPLAYED AT A RECENT FUND RAISER FOR THE &OR SUCH AN OLD MACHINE IT RUNS WELL AS LONG AS THERE ARE NOT
UPCOMING 4RANSCINEMA FESTIVAL MORE THAN OR PEOPLE LOGGED ON
3IMUNOVICHS VIDEO WALL HAS ALSO BEEN SHOWN AT 3AN &RANCISCOS h! LOT OF PEOPLE ARE DRAGGING OLD MACHINES OUT OF CLOSETS AND
-USEUM OF -ODERN !RT AND VARIOUS OTHER GALLERIES AROUND GETTING THEM RUNNING AGAIN v 3IMUNOVICH SAID h) WAS CONTINU
#ALIFORNIA 3IMUNOVICH CREATED A NUMBER OF BLACK
AND
WHITE ALLY AMAZED BY THE STEADY FLOW OF PEOPLE COMING THROUGH AND
MOVIES TO PLAY ON THE WALL CONSISTING OF RANDOM IMAGERY BITS GRABBING STUFF SO THEY COULD GET THAT OLD -AC IN THE CLOSET
OF MOVIES FOUND ON THE .ET ABSTRACT TEXTURES AND BLACK
AND
WORKING AGAIN )N THE END ) GUESS ITS THAT SORT OF TECHNOLOGICAL
WHITE 7EBCAM FOOTAGE TAKEN AT THE EVENT RESUSCITATION THAT MAKES THIS REALLY INTERESTING TO MEv
4O PLAY A SINGLE VIDEO ACROSS SEPARATE SCREENS 3IMUNOVICH (ES RUN INTO PLENTY OF COLLECTORS ESPECIALLY THROUGH THE (OTLINE
DEVISED A CLEVER WAY TO SPLIT THEM UP (E CREATED A FILTER IN !FTER SERVER HE SAID BUT HES THE ONLY PERSON HE KNOWS WHO HAS
%FFECTS THAT BREAKS HIS MOVIES INTO SEGMENTS CORRESPONDING A -AC GAMING LOUNGE h4HERES AN ELEMENT OF TECHNOLOGICAL
TO THE GRIDS OF THE VIDEO WALL %ACH SEGMENT IS LOADED INTO A NOSTALGIA v HE SAID OF THE MOVEMENT hBUT ITS ALSO THE WILL TO
SCREENSAVER PROGRAM ON THE CORRESPONDING MACHINES HARD RESUSCITATE OBSOLETE TECHNOLOGY TO MAKE OLD THINGS WORK AGAIN
DRIVE 4HE SCREENSAVER IS CONFIGURED TO PLAY THE MOVIES IN A TO BREATHE NEW LIFE INTO AN OLD PIECE OF JUNKv
LOOP ON STARTUP 4O SYNCHRONIZE THE MACHINES HE PLUGS THEM ALL
INTO THE SAME POWER STRIP &LICK THE SWITCH AND THEY ALL BOOT UP
SIMULTANEOUSLY 4HERES ALWAYS A DIFFERENCE OF A FEW SECONDS
BETWEEN EACH BUT THAT JUST ADDS TO THE EXHIBITS CHARM
3IMUNOVICH IS PART OF AN ENDURING SUBCULTURE OF PEOPLE FASCI
NATED BY RETRO -ACS 4HERE ARE NUMEROUS 7EB SITES DEDICATED
TO OLD MACHINES LIKE $AN +NIGHTS ,OW %ND -AC 4OM /WADS
!PPLEFRITTER AND 3YSTEM (EAVEN 4HERE ARE ALSO A NUMBER
OF SOFTWARE EMULATORS THAT ALLOW MODERN MACHINES TO RUN OLD
SOFTWARE INCLUDING V-AC WHICH EMULATES A -AC 0LUS AND ITS
OFFSHOOT -INI V-AC WHICH RUNS ON -AC /3 8 4HERE ARE ALSO
-AC EMULATORS FOR 7INDOWS AND ,INUX INCLUDING "ASILISK ))
3OFT-AC AND &USION 0#
0HILIP #UMMINS THE YEAR OLD PROGRAMMER WHO LEADS THE
V-AC PROJECT SAID THE SOFTWARE HAS EARNED A STEADY FOLLOW
ING SINCE ITS RELEASE IN h0EOPLE USE ;V-AC= TO RUN CLASSIC
GAMES AND GET THAT WHOLE 3YSTEM EXPERIENCE v #UMMINS
SAID FROM HIS HOME IN 0ERTH !USTRALIA h)TS GETTING BACK TO THE
BASICS BEFORE THINGS GOT TOO COMPLICATED )TS A WAY OF HOLDING
ON TO THE PAST FOR A LITTLE BIT LONGERv
3IMUNOVICH SAID HES SEEN A STEADY RESURGENCE IN INTEREST IN '(9$16,08129,&+:$6722<281*
COMPACT -ACS )T DOVETAILS THE TREND OF TAKING OLD !TARI CON
72*52:83210$&&/$66,&6%87
SOLES AND #OMMODORES TO RAVES WHERE THEY ARE SET UP IN ,7+$61·767233('+,0$0$66,1*$
GAMING LOUNGES 2UNNING OLD GAMES IS THE DRIVING FORCE BEHIND 6,=$%/(&2//(&7,21:+,&++(+22.6
THE RETRO CRAZE HE SAID 3IMUNOVICH RUNS A POPULAR (OTLINE ,1725(752*$0,1*/281*(6$75$9(6
,
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3YSTEM THE -ACINTOSH OPERATING SYSTEM CIRCA IS LONG
GONE /R IS IT /N THE 7EB A NUMBER OF 7EB SITE DESIGNERS
HAVE USED ITS SPARE CLEAN LOOK AS INSPIRATION FOR GOOD DESIGN
3HELBY #INCAS 4HE -IND #ONTROL SITE HTTPWWWTHEMINDCONTROL
COM WAS INSPIRED BY THE OLD -AC INTERFACE AS WAS "ILL *AGITSCHS
*AGS (OUSE HTTPWWWJAGSHOUSECOM A SITE DEVOTED TO OLD
-ACS AND *OSH +OPPELS DESIGN SITE HTTPWWWJOSHKOPPEL
COM /NE OF THE MOST FAITHFUL IS #HRISTOPHER -URPHYS DESIGN FOR
THE INDEPENDENT RECORD LABEL "REMSSTRAHLUNG 2ECORDINGS
"REMSSTRAHLUNG SPECIALIZES IN hLOWERCASE SOUND v A GENRE
OF ELECTRONICA SO EXTREMELY MINIMALIST IT IS ALMOST SILENT 3O
WHEN *OSH 2USSELL WHO RUNS THE LABEL DECIDED TO HAVE HIS
LABELS 7EB SITE REDESIGNED HE CHOSE A LOOK BASED ON THE BARE
BONES BLACK AND WHITE INTERFACE OF 3YSTEM "REMSSTRAHLUNG
2ECORDINGS 7EB SITE LOOKS JUST LIKE THE DESKTOP OF A S
COMPACT -AC LIKE A -AC 0LUS OR -AC #LASSIC
#LICKING AROUND THE SITE IS EXACTLY LIKE NAVIGATING THE OLD
3YSTEM DESKTOP $IFFERENT PARTS OF THE SITE ARE REPRESENTED
BY FAMILIAR -ACINTOSH ICONS 4HE ICON FOR A FLOPPY DRIVE LINKS TO
THE MAIN INDEX PAGE ! PRINTER ICON GOES TO THE REVIEWS PAGE
4HE LONG
FORGOTTEN ICON FOR SWITCHING FLOPPY DISKSA PAIR OF
FLOPPIES CONNECTED BY ARROWSLEADS TO A LIBRARY OF -0S !ND
INSTEAD OF ADVANCING FROM PAGE TO PAGE AS IN A TRADITIONAL SITE
THE "REMSSTRAHLUNG SITE RECREATES THE TILING WINDOWS OF THE OLD
-AC INTERFACE #LICK AN ICON AND THE PAGE POPS UP AS A NEW
WINDOW STACKED ON TOP OF THE OLD ONE 4O BACK UP TO THE PREVI
OUS PAGE THE USER CLICKS IN THE LITTLE SQUARE BOX IN THE WINDOWS
TOP
LEFT CORNER JUST LIKE AN OLD -AC
#HRISTOPHER -URPHY THE DESIGNER PAINSTAKINGLY CREATED THE
ENTIRE SITE PIXEL BY PIXEL IN -AC0AINT AND 0HOTOSHOP -AC0AINT
IS THE BLACK AND WHITE PAINTING PROGRAM THAT CAME PREINSTALLED
AS ONE OF FOUR BASIC APPLICATIONS ON OLD -ACS 7HILE IT APPEARS
SIMPLE THE DESIGN WAS IN FACT INCREDIBLY DEMANDING %ACH
PAGE OF THE SITE IS MADE OF UPWARDS OF 0HOTOSHOP LAYERS h)
CERTAINLY DIDNT TAKE STRAIGHT SCREENSHOTS v -URPHY SAID
-URPHY DID SOME OF THE WORK ON AN OLD -AC #LASSIC HE FOUND 81)866< 7+(%5(06675$+/81*5(&25',1*6/$%(/
IN A DUMPSTER SOME WAS DONE ON A MUCH NEWER 4ITANIUM 63(&,$/,=(6,10,1,0$/,675(&25',1*662,7,621/<
0OWER"OOK h)N MY STUDIO ) HAVE ONE OF THE OLDEST -ACS SIT
),77,1*,76:(%6,7(6+28/'%(%$6('217+(%$5(%21(6
TING ALONGSIDE ONE OF THE NEWEST -ACS AND THEYRE BOTH USED /22.2)$33/(·66<67(0
EQUALLY ON A DAILY BASIS v -URPHY SAID h-OST OF MY WORK IS
,
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0$&+($' '(6,*1(5
&+5,6723+(50853+<:,7+
7+(&/$66,&0$&7+$7
,163,5('+,66<67(067</(
:(%6,7('(6,*1+($&78$//<
%8,/77+(6,7(217+(
0$&+,1(3,;(/%<3,;(/
&5(',7 &+5,6723+(50853+<
PIXEL BASED AND THE #LASSIC IS INCREDIBLY FAST BECAUSE THE SOFT BEEN EXHIBITED IN A GALLERY IN "ELFAST h4HE POINT WAS TO TAKE THE
WARE FOOTPRINTS ARE SO SO SMALLv SUBJECT MATTER FROM ONE MEDIUMTHE CLEAN DIGITAL PERFECTION
OF THE SCREENTO ANOTHERTHE LESS PRECISE WORLD OF TRADITIONAL
-URPHY RUNS &ËLLT AN INDEPENDENT RECORD LABEL DESIGN SHOP DRAWING AND PAINTING v HE SAID
AND PUBLISHING HOUSE IN "ELFAST )RELAND #OINCIDENTALLY JUST
BEFORE HE FOUND THE -AC #LASSIC HE HAD TRIED TO BUY ONE A FEW -URPHY BEAT OUT DIFFERENT DESIGNERS FOR THE "REMSSTRAHLUNG
DAYS EARLIER ON E"AY h/N MY WAY HOME ONE DAY ) NOTICED A PRIS 7EB SITE REDESIGN BECAUSE 2USSELL LIKED -URPHYS SENSE OF
TINE #LASSIC IN A DUMPSTER v HE SAID h) COULDNT BELIEVE MY LUCKv STRIPPED DOWN DESIGN h)TS CLEAN AND MINIMAL AND GOES WITH
THE MUSIC v 2USSELL SAID h)T HAS SIMILAR AESTHETICS TO LOWER
-URPHY HAS ALSO PAINTED A SERIES OF OIL ON CANVAS PIXEL PAINT CASE SOUND )T WORKS WITH VERY LITTLE AND GETS SOMETHING OF
INGS ALSO INSPIRED BY THE #LASSIC -EASURING JUST BY SUBSTANCE OUT OF IT )TS A VERY ELEGANT DESIGN AND FOR A LOT OF
PIXELSABOUT THE SIZE OF A COMPUTER ICONTHE PAINTINGS HAVE PEOPLE ITS NOSTALGICv
´3(23/(.((386,1*,7$1'
3(23/(.((3%8<,1*,7
2))7+($33/(:(%6,7(
7+(21/<3(23/(7+$7$5(
127%(+,1',7$5($33/(
>(;(&87,9(6@5,*+712:µ
9*
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h7HEN PEOPLE SEE WHAT YOU CAN DO WITH IT THEY SAY @7OW )
NEVER KNEW YOU COULD DO THAT SO EASILY WITH A COMPUTERv
!PPLES MULTIMEDIA PROGRAMMING ENVIRONMENT (YPER#ARD
STILL HAS A FIERCELY DEDICATED FOLLOWING DESPITE NO MEANINGFUL I(UG RUNS AN ACTIVE MAILING LIST AND PUBLISHES A LINE OF PRO
UPDATE IN ABOUT YEARS &IRST RELEASED IN (YPER#ARD IS MOTIONAL #$S WITH SAMPLE (YPER#ARD STACKS AND APPLICATIONS
A SIMPLE PROGRAMMING ENVIRONMENT SO POWERFUL YET SIMPLE I(UG WANTS TO SEE (YPER#ARD PORTED TO RUN ON -AC /3 8 AND
IT IS USED BY PROFESSIONALS AND CHILDREN ALIKE &ANS CLAIM IT IS THE INCORPORATION OF OVERDUE FEATURES LIKE FULLY INTEGRATED COLOR
ONE OF THE GREATEST PIECES OF SOFTWARE !PPLE EVER PRODUCED (YPER#ARD IS STILL AT HEART BLACK AND WHITE
AND ARE INCENSED IT IS SLOWLY DYING BECAUSE THE COMPANY
CANT FIGURE OUT HOW TO SELL IT OR WHOM TO SELL IT TO h)T WAS AND I(UG CAMPAIGNED VIGOROUSLY FOR SEVERAL YEARS WITH LITTLE LUCK
STILL IS THE MOST SIGNIFICANT TOOL )VE EVER USED v SAID 2ICHARD )TS EFFORTS CULMINATED IN A MEETING WITH 0HIL 3CHILLER !PPLES
7ANDERMAN A TECHNOLOGY CONSULTANT AND AT ONE TIME A LEAD
HEAD OF WORLDWIDE MARKETING WHO REPORTEDLY ENDED UP ASKING
ING (YPER#ARD ADVOCATE THEM h"UT HOW DO WE SELL IT v #LEARLY 3CHILLER WASNT CON
VINCED BY I(UGS ANSWERS "UT -AYS SAID h0EOPLE KEEP USING
4HE (YPER#ARD TORCH IS CARRIED BY THE )NTERNATIONAL (YPER#ARD IT AND PEOPLE KEEP BUYING IT OFF THE !PPLE 7EB SITE 4HE ONLY
5SER 'ROUP I(UG WHICH HAS OR ACTIVE MEMBERS 4WO PEOPLE THAT ARE NOT BEHIND IT ARE !PPLE ;EXECUTIVES= RIGHT NOWv
OR THREE TIMES A YEAR I(UG COLLECTS SEVERAL THOUSAND DOLLARS
IN DONATIONS TO SET UP BOOTHS AT -ACWORLD %XPO AND PROMOTE "ECAUSE IT CAN BE USED TO CREATE CUSTOM APPLICATIONS IN MIN
(YPER#ARD ON !PPLES BEHALF h0EOPLE SEND ;MONEY= IN BECAUSE UTES (YPER#ARD IS STILL USED BY MANY ACADEMIC RESEARCHERS AND
THEY LIKE (YPER#ARD SO MUCH v SAID I(UG PRESIDENT -ICHAEL -AYS SMALL BUSINESSES 3OME COMPANIES RUN (YPER#ARD APPLICATIONS
WRITTEN YEARS AGO ON A -AC 0LUS ON THE LATEST DUAL
PROCESSOR (YPER#ARD HAS BEEN HIGHLY INFLUENTIALIT HAS BEEN CITED AS
' 0OWER -ACS 2ENAULT THE &RENCH AUTO GIANT REPORTEDLY USES HELPING SHAPE *AVA AND THE 7EB )T HAD THE POTENTIAL TO BE THE
(YPER#ARD FOR ITS INVENTORY SYSTEM 4HE SOFTWARE RUNS PART OF FIRST 7EB BROWSER -ANY PROGRAMMING TOOLS THESE DAYS HAVE
THE LIGHTING SYSTEM FOR THE TALLEST BUILDINGS IN THE WORLD THE (YPER#ARD
LIKE GRAPHIC INTERFACES INCLUDING -ICROSOFTS 6ISUAL
0ETRONAS 4OWERS IN +UALA ,UMPUR -ALAYSIA (YPER#ARD IS USED 3TUDIO )T HAS BEEN SUPERSEDED BY A NUMBER OF -AC
ONLY AND
WIDELY IN SCHOOLS TO TEACH PROGRAMMING CONCEPTS AND FOR CREAT
CROSS
PLATFORM SUCCESSORS INCLUDING 3UPER#ARD -ETA#ARD
ING INTERACTIVE LEARNING MATERIALS OR CLASS REPORTS AND 2EVOLUTION WHICH ARE EITHER TOO EXPENSIVE OR COMPLEX FOR
CASUAL USERS (YPER#ARD ADVOCATES SAY
)TS HARD TO ESTIMATE THE NUMBER OF PEOPLE WHO STILL USE
(YPER#ARD )N *ULY -AC#ENTRAL PUBLISHED AN ARTICLE ABOUT 4HERE HAVE BEEN CALLS TO RELEASE THE SOURCE CODE TO THE OPEN
(YPER#ARD WHICH ATTRACTED A HUGE RESPONSE LEADING THE AUTHOR SOURCE PROGRAMMING COMMUNITY h)TS SOMETHING PEOPLE CAN
TO CONCLUDE (YPER#ARD WAS USED WIDELY I(UG ESTIMATES THERE USE TO BEGIN PROGRAMMING WITH RIGHT AWAY WITHOUT HAVING TO
ARE PERHAPS (YPER#ARD USERS WORLDWIDE !PPLE CONTIN
UNDERSTAND ALL THE NUTS AND BOLTS OF THE OPERATING SYSTEM v SAID
UES TO SELL THE SOFTWARE FOR BUT HASNT UPDATED IT SINCE I(UGS -AYS h4HERES A ONE
TO
ONE CORRESPONDENCE BETWEEN A
!PPLE DIDNT RESPOND TO REQUESTS FOR INFORMATION TASK AND THE PROGRAMMING ENVIRONMENT v HE SAID h%VEN SIMPLE
DATABASES ARE MORE COMPLICATEDv
4HE SOFTWARES POWER LIES IN ITS EASE OF USE )NFORMATION IS
STORED IN A SERIES OF hCARDSv ARRANGED INTO hSTACKSv #ARDS CAN -AYS WHO OWNS TWO $ALLAS FAST
FOOD FRANCHISES SAID A PAIR OF
BE LINKED TO EACH OTHER JUST LIKE HYPERTEXT LINKS ON THE 7EB PROFESSIONAL PROGRAMMERS TOILED FOR WEEKS TO BUILD A SYSTEM
! BUILT
IN PLAIN
%NGLISH PROGRAMMING LANGUAGE (YPER4ALK THAT WOULD REPORT ALL THE ORDERS COMING THROUGH HIS RESTAURANTS
EXECUTES COMMANDS 4HE RESULT IS BOTH SIMPLE AND POWERFUL REGISTERS &EARING THEY WOULD NEVER FINISH -AYS SAT DOWN AND
&IFTH GRADERS GET TO GRIPS WITH (YPER#ARD IN MINUTES BUILDING IN A FEW HOURS CREATED AN APPLICATION HIMSELF IN (YPER#ARD
DATABASES OF THEIR 0OKEMON CARDS #YAN THE GAME PUBLISHER WHICH HE STILL USES h)N ONE AFTERNOON ) DID WHAT IT TOOK TWO
USED IT TO CREATE FIENDISHLY COMPLEX GAMES LIKE -YST AND PROFESSIONALS TWO OR THREE WEEKS TO DO v HE SAID h)F YOU NEED
2IVEN )T ALLOWED ORDINARY PEOPLE SUCH AS *ACQUELINE ,ANDMAN SOMETHING AND YOU DONT HAVE SEVERAL THOUSAND DOLLARS TO HIRE
'AYWHO HAD HARDLY TOUCHED A COMPUTER BEFORETO START A A DEVELOPER (YPER#ARD FILLS A NICHEv
SUCCESSFUL SOFTWARE COMPANY
$AVID .EALE WHO USES (YPER#ARD TO PUBLISH A NUMBER OF
"EFORE (YPER#ARD PROGRAMMING WAS MORE OR LESS THE EXCLU
%LVIS 0RESLEYnRELATED 7EB SITES SAID HE FEARS FOR THE SOFTWARES
SIVE DOMAIN OF PROFESSIONAL PROGRAMMERS (YPER#ARD WAS THE FUTURE AND HAS STARTED EXPERIMENTING WITH ALTERNATIVES INCLUD
BRAINCHILD OF PROGRAMMING GENIUS "ILL !TKINSON WHO WANTED ING 2EAL"ASIC 0ERL AND &ILE-AKER WITHOUT MUCH SUCCESS h)
A PROGRAMMING TOOL hFOR THE REST OF USv 7HEN IT WAS RELEASED HAVE YET TO FIND ANYTHING WITH SUCH A SIMPLE INTERFACE HIDING A
THE 7ALL 3TREET *OURNAL DESCRIBED (YPER#ARD AS hA MAJOR FRIENDLY SCRIPT LANGUAGE WHOSE APPARENT SIMPLICITY CAN BE SO
DEVELOPMENT IN THE INDUSTRY CHANGING THE WAY INFORMATION IS SUPERBLY EXTENDED WITH EXTERNAL FUNCTIONS AND COMMANDS v HE
ORGANIZED AND USEDv SAID h(OW SUCH A FORWARD
THINKING COMPANY CAN ALLOW SUCH
A CLEARLY SUPERB PIECE OF SOFTWARE TO STAGNATE IS QUITE SIMPLY
(YPER#ARD WAS ORIGINALLY FREE BUT BECAME SO POPULAR !PPLE ASTONISHING v HE ADDED h'IVEN THE RIGHT PUSH UNDER -AC /3 8
STARTED CHARGING )N THE MID
S IT WAS SPUN OFF WITH (YPER#ARD COULD STILL BE A GREAT PRODUCT WAY AHEAD OF ANYTHING
!PPLES #LARIS SOFTWARE DIVISION 4HEN IT WAS BROUGHT BACK TO !PPLE ELSE IN THE FIELDv
AND FINALLY PUT ON ICE WHEN 3TEVE *OBS RETURNED TO !PPLE IN
9*
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EVERYONE CONNECTED WAS A PIPE DREAM v HE SAID h"OY WAS )
WRONG ) MISSED THAT ONEv
"ILL !TKINSON IS THE PROGRAMMING GENIUS BEHIND (YPER#ARD
-AC0AINT AND MUCH OF THE ORIGINAL -ACINTOSH OPERATING SYS
!TKINSON RECALLED ENGINEERS AT !PPLE DRAWING NETWORK SCHE
TEM BUT THESE DAYS HES WISTFUL ABOUT WHAT (YPER#ARD COULD MATICS IN THE FORM OF A BUNCH OF BOXES LINKED TOGETHER 3UN
HAVE BEEN ,IKE FOR EXAMPLE THE FIRST )NTERNET BROWSER ENGINEERS HOWEVER FIRST DREW THE NETWORKS BACKBONE AND
THEN HUNG BOXES OFF OF IT )TS A CRITICAL DIFFERENCE AND HE FEELS
!TKINSON NOW A SUCCESSFUL NATURE PHOTOGRAPHER CREATED A IT HINDERED HIM h)F ) THOUGHT MORE GLOBALLY ) WOULD HAVE ENVI
STRING OF GROUNDBREAKING APPLICATIONS DURING A LONG CAREER AT SIONED ;(YPER#ARD= IN THAT WAY v HE SAID h9OU DONT TRANSFER
!PPLE BUT HE FEELS THAT ONE OF HIS GREATEST ACHIEVEMENTS THE SOMEONES 7EB SITE TO YOUR HARD DRIVE TO LOOK AT IT 9OU BROWSE
(YPER#ARD MULTIMEDIA PROGRAMMING SYSTEM FAILED TO LIVE UP IT PIECEMEAL )TS MUCH MORE POWERFUL THAN A STACK OF CARDS
TO ITS POTENTIAL ON YOUR HARD DRIVE h7ITH A HUNDRED
YEAR PERSPECTIVE THE REAL
VALUE OF THE PERSONAL COMPUTER IS NOT SPREADSHEETS WORD PRO
4HE SOFTWARE HAS BEEN PHENOMENALLY SUCCESSFUL AND HIGHLY CESSORS OR EVEN DESKTOP PUBLISHING v HE ADDED h)TS THE 7EBv
INFLUENTIAL BUT !TKINSON FEELS THAT IF ONLY HED REALIZED SEPARATE
CARDS AND STACKS COULD BE LINKED ON DIFFERENT PEOPLES MACHINES !TKINSON WORKED AT !PPLE FOR YEARS 7HEN HE JOINED THE
THROUGH THE .ETINSTEAD OF JUST CARDS AND STACKS ON A PARTICU
COMPANY THERE WERE PEOPLE WORKING THERE AND THERE WERE
LAR MACHINEHE WOULD HAVE CREATED THE FIRST )NTERNET BROWSER WHEN HE LEFT h) WITNESSED AND PARTICIPATED IN A HUGE
EXPLOSION v HE SAID
h) HAVE REALIZED OVER TIME THAT ) MISSED THE MARK WITH (YPER#ARD v
HE SAID FROM HIS STUDIO IN -ENLO 0ARK #ALIFORNIA h) GREW UP IN !TKINSON STILL USES (YPER#ARD EVERY DAY (IS ADDRESS BOOK IS A
A BOX
CENTRIC CULTURE AT !PPLE )F )D GROWN UP IN A NETWORK
CEN
BIG (YPER#ARD STACK AND HE HAS WRITTEN A NUMBER OF CUSTOM
TRIC CULTURE LIKE 3UN (YPER#ARD MIGHT HAVE BEEN THE FIRST 7EB PROGRAMS TO HELP HIM WITH HIS PHOTOGRAPHY AND TO MAINTAIN
BROWSER -Y BLIND SPOT AT !PPLE PREVENTED ME FROM MAKING HIS 7EB SITE (IS WIFE 3IOUX WHOM HE MET AT !PPLE CREATED
(YPER#ARD THE FIRST 7EB BROWSERv A (YPER#ARD APPLICATION THAT DOES ALL THE BUSINESS INVENTORY
AND ACCOUNTING TRACKING WHICH GALLERIES HAVE HIS PICTURES THE
(YPER#ARD WAS CONCEIVED AND CREATED IN THE S ALMOST A CLIENTS AND ACCOUNTS PAYABLE h4HIS COMPANY IS RUN ON A GIANT
DECADE BEFORE THE EXPLOSION OF THE )NTERNET h) THOUGHT ;HAVING= (YPER#ARD STACK v !TKINSON SAID
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OUT CLEVER WAYS TO STORE NOT ONLY NAMES AND ADDRESSES ON
/VER TIME !PPLE HAS TRANSFORMED THE I0OD FROM AN AUDIO THE I0OD BUT CALENDAR ITEMS NEWS STORIES SONG LYRICS AND
PLAYER INTO A GENERAL
PURPOSE DIGITAL ASSISTANT CAPABLE OF STOR
PHRASES IN FOREIGN LANGUAGES /NE ENTERPRISING TEEN EVEN
ING CONTACTS AND CALENDARS AS WELL AS GIGABYTES OF MUSIC )TS WORKED OUT A WAY TO STEAL SOFTWARE USING HIS I0OD 4HE I0OD
POSSIBLE THAT !PPLE HAD PLANNED FROM THE START TO MAKE THE I0OD WAS ALSO PERSUADED TO WORK WITH 7INDOWS !LTHOUGH !PPLE
INTO A KIND OF 0$! BUT ITS LIKELY THE COMPANY TOOK ITS LEAD FROM EVENTUALLY RELEASED A 7INDOWS
COMPATIBLE VERSION OF THE I0OD
I0OD HACKERS WHO WERE BUSY FIGURING OUT CLEVER WAYS TO MAKE AT FIRST IT WAS SUPPOSED TO BE -AC
ONLY "UT *OE -ASTERS A
THE I0OD DO MORE THAN JUST PLAY MUSIC ALMOST FROM THE MINUTE -ASSACHUSETTS COLLEGE STUDENT WROTE A FREE PROGRAM CALLED
IT HIT STORE SHELVES %PH0OD TO CONNECT I0ODS TO 7INDOWS MACHINES
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)T TOOK !PPLE SIX MONTHS TO CATCH UP WITH THE HACKERS (ALF A -ICHAEL :APP AN INSTRUCTOR AT THE 5NIVERSITY OF -ANITOBA IN
YEAR AFTER ITS INITIAL RELEASE !PPLE UPDATED THE I0ODS SOFTWARE #ANADA CREATED A PAIR OF !PPLE3CRIPT APPLICATIONS TO TAKE DATA
TO LET IT STORE CONTACTS 4HE 7INDOWS VERSION OF THE I0OD DIDNT FROM -ICROSOFT %NTOURAGE THE -ACINTOSH VERSION OF /UTLOOK
APPEAR FOR ANOTHER SIX MONTHS BUT BY THAT TIME I0OD HACKERS AND TRANSFORM IT INTO V#ARD FILE FORMAT WHICH CAN BE DISPLAYED
HAD MOVED ON USING THE I0ODS NEW CONTACTS FEATURE /NE OF :APPS SCRIPTS
EXTRACTS EVENTS ALLOWING THE I0OD TO DISPLAY SCHEDULES THE
#OMPANIES LIKE 'RIFFIN 4ECHNOLOGY FOR EXAMPLE DEVELOPED OTHER EXTRACTS TEXT NOTES WHICH CAN DISPLAY ANY KIND OF INFOR
THE 0OD-ATE A SMALL INFRARED UNIT FOR TURNING AN I0OD INTO A MATION h)VE HAD PEOPLE SAY THAT THEY MAY JUST RETIRE THEIR 0ALM
46 REMOTE CONTROL 'RIFFIN PLANNED TO SELL IT BUT WITHDREW IT SINCE THEY CAN NOW DO EVERYTHING THEY USE IT FOR WITH THE I0OD
FROM THE MARKET AT !PPLES REQUEST 4HE COMPANY WENT ON TO AND MY APPS v SAID :APP h) THINK PEOPLE ARE TIRED OF CARRYING
DEVELOP OTHER I0OD ADD
ONS INCLUDING AN &- TRANSMITTER CALLED AROUND LOTS OF GADGETS AND ARE LOOKING FOR ANYTHING THAT CAN
THE I4RIP REDUCE THE LOADv 4HE ONLY PROBLEM :APP SAID IS THAT INFORMA
TION CANT BE ENTERED WHEN THE I0OD IS AWAY FROM A -ACALL
*EAN
/LIVIER ,ANCTÙT
$AVID A
YEAR
OLD HACKER FROM #ANADA DATA HAS TO BE TYPED INTO A -AC AND TRANSFERRED MANUALLY
FIGURED OUT A WAY TO DISPLAY ONLINE NEWS HEADLINES ON THE I0OD
,ANCTÙT
$AVID WHIPPED UP 0OD.EWS A PROGRAM THAT FETCHES *OE -ASTERS A SENIOR AT 7ILLIAMS #OLLEGE IN 7ILLIAMSTOWN
HEADLINES FROM THE 7EB IN 8-, FORMAT AND DISPLAYS THEM ON -ASSACHUSETTS WHO WROTE %PH0OD SAID THE I0OD HAD GREAT
THE I0ODS SMALL SCREEN )TS QUITE AN ACHIEVEMENT ESPECIALLY FOR POTENTIAL AS AN ORGANIZER ESPECIALLY BECAUSE ITS MUCH EASIER
A YOUNG TEEN TO PROGRAM THAN 0ALM DEVICES h)TS GOT SO MUCH SPACE AND ITS
VERY EASY TO HACK v HE SAID h!PPLES DONE A GREAT JOB )TS VERY
!PPLES SOFTWARE FOR THE I0OD NOW HAS THE ABILITY TO DOWNLOAD SIMPLE 3YNCHRONIZING IT IS VERY EASY )TS JUST A HARD DRIVE 9OU
THOUSANDS OF CONTACTS FROM APPLICATIONS SUCH AS -ICROSOFT JUST COPY FILES OVER 4HERE ARE NO WEIRD SYNCHRONIZATION PROTOCOLS
%NTOURAGE 0ALM $ESKTOP AND THE -AC /3 8 !DDRESS "OOK LIKE THE 0ALM !ND YOU DONT HAVE TO WORRY ABOUT SPACE LIKE ON
"UT HACKERS FIGURED OUT HOW TO DO THIS FIRST AND ALSO MAKE IT A 0ALM )TS ENORMOUS 7HO CARES HOW MUCH SPACE YOU USE v
WORK WITH OTHER CONTACT DATABASES INCLUDING 9AHOOS ONLINE
ADDRESS BOOK -ASTERS SAID HED LIKE TO SEE !PPLE ADD SUPPORT FOR TEXT THE
SAME WAY IT ADDED SUPPORT FOR CONTACTS IN V#ARD FORMAT 4HAT
!FTER !PPLE ADDED CONTACTS I0OD HACKERS TURNED TO CALENDAR WAY THE I0OD COULD DISPLAY EVERYTHING FROM MEMOS TO BOOKS
FUNCTIONS ! &RENCH HACKER CREATED +
,ENDAR WHICH DISPLAYS NEWSPAPERS AND OF COURSE EMAIL -ASTERS WOULD ALSO LIKE
CALENDAR EVENTS SUCH AS A LIST OF MEETINGS AS AN I0OD PLAYLIST !PPLE TO PUBLISH DETAILS OF THE I0ODS FIRMWARE WHICH WOULD
%VENTS CAN BE SET BY TIME CATEGORY COMMENTS OR DESCRIPTION MAKE IT POSSIBLE TO ADD GAMES AND OTHER PROGRAMS 4HE I0ODS
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SCROLL WHEEL HE SAID WOULD BE GREAT FOR GAMES LIKE 4ETRIS h)F JUST A FEW MONTHS AFTER !PPLE FIRST INTRODUCED THE I0OD BY +EVIN
!PPLE OPENED THE FIRMWARE THAT WOULD BLOW IT OPEN v HE SAID 7EBB AT A $ALLAS #OMP53! STORE
h4HAT WOULD CHANGE EVERYTHING 4HAT WOULD BE PHENOMENALv
7EBB A COMPUTER CONSULTANT FROM $ALLAS WAS BROWSING HIS
I0OD HACKERS ALSO FIGURED OUT ALL KINDS OF UNDOCUMENTED TIPS LOCAL #OMP53! WHEN HE SAW A YOUNG MAN WALK TOWARD HIM
AND TRICKS INCLUDING A DIAGNOSTIC MODE THAT CHECKS THE I0ODS LISTENING TO AN I0OD 7EBB RECOGNIZED THE I0ODS DISTINCTIVE
INTERNAL HARD DRIVE AMONG OTHER THINGS EAR BUDS 4HE TEENAGER STOPPED AT A NEARBY DISPLAY -ACINTOSH
PULLED THE I0OD FROM HIS POCKET AND PLUGGED IT INTO THE
4HE HACKS PROVIDE CLUES TO THE FUTURE DIRECTION OF THE I0OD MACHINE WITH A &IRE7IRE CABLE )NTRIGUED 7EBB PEEKED OVER THE
6ERSION4RACKER A POPULAR SOFTWARE
DOWNLOAD 7EB SITE LISTS KIDS SHOULDER TO SEE HIM COPYING -ICROSOFTS /FFICE V 8 SUITE
MORE THAN SEVERAL DOZEN DIFFERENT HACKS FOR THE I0OD h.O DOUBT WHICH RETAILED FOR
!PPLE IS TAKING ITS CUE FROM SOME OF THESE HACKS v SAID "LAKE
0ATTERSON WHO RUNS THE I0OD(ACKS 7EB SITE h!PPLE IS SEEING 7HEN THE I0OD IS PLUGGED INTO A -ACINTOSH ITS ICON AUTOMATI
THAT A LOT OF USERS WANT THESE KIND OF ORGANIZER FUNCTIONSv !PPLE CALLY POPS UP ON THE DESKTOP IF ITS SET UP AS AN EXTERNAL HARD
DIDNT RESPOND TO REQUESTS FOR COMMENTS DRIVE WHICH IS EASILY DONE 4O COPY SOFTWARE ALL THE KID HAD
TO DO WAS DRAG AND DROP FILES ONTO THE I0ODS ICON /FFICE V 8
IS ABOUT -" BUT IT COPIES TO THE I0ODS HARD DRIVE IN LESS
*" Ê*,
9Ê6
Ê*" ]Ê7 THAN A MINUTE h7ATCHING HIM IT DAWNED ON ME THAT THIS WAS
-
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® SOMETHING THAT WAS VERY EASY TO DO v 7EBB SAID h)N THE -AC
WORLD ITS PRETTY EASY TO PLUG IN AND COPY THINGS )TS A LOT EASIER
7HEN !PPLE INTRODUCED THE I0OD THE COMPANY WAS AWARE THAT THAN STEALING THE BOXv
PEOPLE MIGHT USE IT TO RIP OFF MUSIC FROM THE .ET OR FRIENDS
MACHINES %ACH NEW I0OD IN FACT IS EMBLAZONED WITH A STICKER 7EBB WATCHED THE TEENAGER COPY A COUPLE OF OTHER APPLICATIONS
THAT WARNS h$ONT 3TEAL -USICv "UT IT IS UNLIKELY THAT !PPLE (E LEFT THE KID TO FIND A #OMP53! EMPLOYEE h) WENT OVER AND
IMAGINED PEOPLE WOULD WALK INTO COMPUTER STORES PLUG THEIR TOLD A #OMP53! GUY BUT HE LOOKED AT ME LIKE ) WAS CLUELESS v
I0OD INTO DISPLAY COMPUTERS AND USE IT TO COPY SOFTWARE OFF THE 7EBB SAID 5NSURE WHETHER THE KID WAS A THIEF OR AN OUT
OF
HARD DRIVES 4HIS IS EXACTLY THE SCENARIO WITNESSED IN EARLY UNIFORM EMPLOYEE 7EBB WATCHED AS HE LEFT THE STORE h) THOUGHT
THERES NO POINT IN GETTING ANY MORE INVOLVED IN THIS IMBROGLIO v USED BY VIRTUAL SHOPLIFTERS INCLUDING ANY NUMBER OF EXTERNAL
7EBB SAID h"ESIDES THIS IS 4EXAS 9OU NEVER KNOW WHAT HE &IRE7IRE DRIVES AND TINY 53" KEYCHAIN DRIVES (OWEVER EXCEPT
MIGHT HAVE BEEN CARRYINGv FOR THOSE WITH NEW 53" PORTS MOST KEYCHAIN DRIVES ARE A LOT
SLOWER THAN &IRE7IRE REQUIRING THE VIRTUAL SHOPLIFTER TO HANG
4HE I0ODS &IRE7IRE INTERFACEONE OF ITS MOST IMPORTANT BUT AROUND WHILE THE ILL
GOTTEN GAINS ARE TRANSFERRING
UNDERSOLD FEATURESALLOWS HUGE FILES TO BE COPIED IN SEC
ONDS 4HE I0OD DOESNT EVEN HAVE TO LEAVE THE USERS POCKET #OMP53! AND OTHER COMPUTER STORES COULD TAKE A FEW SIMPLE
!ND WHILE THE I0OD HAS A BUILT
IN ANTI
PIRACY MECHANISM THAT STEPS TO PREVENT SOFTWARE FROM BEING COPIED SAID -AC EXPERT
PREVENTS MUSIC FILES FROM BEING COPIED FROM ONE COMPUTER TO $AVE (ORRIGAN WHO WRITES A SYNDICATED -ACINTOSH COLUMN
ANOTHER IT HAS NO SUCH PROTECTION FOR SOFTWARE !NY -AC CAN EASILY BE CONFIGURED TO ALLOW CHANGES ONLY BY
ADMINISTRATORS HE SAID !LSO A SYSTEM PROFILE TOOL LOGS ALL
)RONICALLY -ICROSOFT PIONEERED AN EASY
TO
USE INSTALLATION PERIPHERAL EQUIPMENT BUT IT MUST BE RUNNING TO LOG AN I0OD
SCHEME ON THE -AC THAT MAKES ITS -AC SOFTWARE RELATIVELY EASY &OR -ACS RUNNING /3 8 A LOCKED DUMMY FILE IN AN APPLICATIONS
TO PILFER 7HEN INSTALLING /FFICE USERS SIMPLY DRAG AND DROP PACKAGE WILL PROTECT THE ENTIRE FILE FROM BEING COPIED WITHOUT
THE /FFICE FOLDER ONTO THEIR HARD DRIVE %VERYTHING IS PACKAGED A PASSWORD
TOGETHER INCLUDING A SELF
REPAIR MECHANISM THAT REPLACES CRITI
CAL FILES IN THE SYSTEM FOLDER "Y CONTRAST A LOT OF SOFTWARE ON $ENNIS ,LOYD PUBLISHER OF I0OD FAN SITE I0ODLOUNGE SAID HE
THE 7INDOWS PLATFORM RELIES ON A BUNCH OF SYSTEM FILES THAT ARE WAS SHOCKED TO HEAR OF AN I0OD PUT TO SUCH USE h) CAN SEE HOW
ONLY INSTALLED DURING AN INSTALLATION PROCESS 3IMPLY COPYING AN EASY IT WOULD BE TO DO v HE SAID h)TS A SHAME SOMEONE HAS
APPLICATION FROM ONE MACHINE TO ANOTHER WILL NOT WORK STOOPED THIS LOW TO BRING BAD PRESS TO THE INSANELY GREAT I0ODv
h4HIS IS THE FIRST WE HAVE HEARD OF THIS FORM OF PIRACY v SAID %RIK
2YAN A -ICROSOFT PRODUCT MANAGER h!ND WHILE THIS IS A POSSI
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BILITY PEOPLE SHOULD BE REMINDED THAT THIS IS CONSIDERED THEFTv
)TS NOT JUST !PPLES I0OD THAT CAN BE USED TO SNEAKILY COPY
7HILE THE I0OD MAY BE IDEAL FOR A SOFTWARE
STEALING SPREE THERE SOFTWARE FROM MACHINES AT COMPUTER STORES THERE ARE DOZENS
ARE A NUMBER OF OTHER DEVICES ON THE MARKET THAT COULD ALSO BE OF TAWDRY WAYS INVOLVING BUILT
IN #$ BURNERS DIGITAL CAMERAS
AND EVEN THE )NTERNET WHICH WAS USED TO SEND SOFTWARE FROM 0ROTOCOL &40 SERVER BUILT IN TO -AC /3 8 -ACHACKER SENT
INSIDE AN !PPLE STORE )TS LONG BEEN KNOWN THAT THE BUILT
IN #$ HIMSELF A COPY OF -ACROMEDIAS &REE(AND AN ILLUSTRATION
BURNERS OF DEMONSTRATION MACHINES ARE GREAT FOR MAKING PIRATE PROGRAM THAT COSTS !PPLE ENCOURAGES SHOPPERS TO PLAY
COPIES OF SOFTWARE AROUND WITH THE DEMO EQUIPMENT AND HE WAS PRETTY MUCH LEFT
ALONE h4HE STAFF AND SHOPPERS HAD NO IDEA WHAT ) WAS DOING v
/NE -AC USER WHO ASKED TO REMAIN ANONYMOUS TOLD HOW A HE SAID h)T WAS PRETTY SIMPLEv
NOT
TOO
BRIGHT #OMP53! EMPLOYEE ACTUALLY COPIED SOME SOFT
WARE FOR HIM WHEN HE ASKED TO TEST AN I-ACS BUILT
IN #$ BURNER "OB +RUGER VICE PRESIDENT OF ENFORCEMENT AT THE "USINESS
h4HE #OMP53! EMPLOYEE GLADLY COMPLIED v THE ANONYMOUS 3OFTWARE !LLIANCE A 7ASHINGTON $# TRADE ASSOCIATION SAID
USER SAID h7HY BE COVERT WHEN THE EMPLOYEES ARE HAPPY TO HED NEVER BEFORE HEARD OF PEOPLE STEALING SOFTWARE BY COPYING
HELP v !NON SAID HE LATER DESTROYED THE DISC IT INSIDE A STORE WITH A DIGITAL DEVICE h)TS AWFUL v HE SAID h)T
MEANS THAT PEOPLE HAVE NO SENSE THAT THEYRE DOING ANYTHING
h4HIS SORT OF STUFF GOES ON ALL THE TIME IN SCHOOL ENVIRONMENTS v WRONG OR THAT THEY HAVE TO CONCEAL WHAT THEYRE DOING )TS NOT
WROTE * 2 'RIFFITH MULTIMEDIA CHAIR OF A HIGH SCHOOL IN AS OBVIOUS AS SHOPLIFTING BUT ITS STILL A VERY BLATANT ACT )TS AN
(OUSTON h7E CATCH STUDENTS ALL THE TIME EITHER TRYING TO BURN INDICATION OF HOW MUCH WORK STILL NEEDS TO BE DONE EDUCATING
TO THE #$
2 OR COPY TO THEIR ;)OMEGA= :IP DRIVES OR *AZ DRIVESv PEOPLE WHY PIRACY IS WRONGv
3OME -AC USERS SAID USING &IRE7IRE HARD DRIVES LIKE THE I0OD
HARKENS BACK TO THE OLD DAYS WHEN SOFTWARE WAS COPIED FROM +RUGER SAID HIS ORGANIZATION ESTIMATES THE SOFTWARE INDUSTRY
STORES USING FLOPPY DISKS h) DID THIS SAME SORT OF IN
STORE PIRACY LOSES A WHOPPING THIRD OF ITS POTENTIAL INCOME TO PIRACY OR
WITH FLOPPY DISKS WHEN ) WAS YEARS OLD v SAID $ARIN !DLER h) BILLION ANNUALLY "UT +RUGER ADDED THAT THE KIND OF ONE
OFF
EVEN BROUGHT FLOPPIES WITH MY OWN COPYING PROGRAM TO CIR
PIRACY DESCRIBED ABOVE IS JUST A DROP IN THE BUCKET COMPARED
CUMVENT COPY PROTECTIONv WITH PIRACY IN THE WORKPLACE OVER THE .ET AND BY PROFESSIONAL
COUNTERFEITERS -OST PIRACY IS PERFORMED BY COMPANIES THAT
!NOTHER -AC USER WHO ALSO ASKED TO REMAIN ANONYMOUS DONT BUY LICENSES FOR ALL THE SOFTWARE INSTALLED ON EMPLOYEES
DESCRIBED HOW A hFRIENDv USED HIS DIGITAL CAMERA TO COPY MACHINES +RUGER SAID #ORPORATE PIRACY ACCOUNTS FOR PERHAPS
SOFTWARE FROM A ,OS !NGELES +INKOS h) KNOW OF SOMEONE PERCENT OF LOST REVENUES +RUGER ESTIMATED FOLLOWED BY
WHO GOT SOFTWARE FROM +INKOS IN THIS WAY v HE SAID h4HEY HAD )NTERNET FILE TRADING AND LARGE PROFESSIONAL COUNTERFEITING
TWO -" MEMORY CARDS /NE CAN ALSO PUT IN A PROGRAM LIKE OPERATIONS MANY OF WHICH NOW SELL THEIR WARES THROUGH ONLINE
!LADDIN 3YSTEMS 3TUFF)T $ELUXE EXECUTE IT ON THE TARGET COM
AUCTION SITES
PUTER AND PACK THINGS DOWN QUITE A BIT ! COUPLE OF MINUTES
OF RELATIVE PRIVACY IS ALL IT TAKESv 4HE USE OF A DIGITAL CAMERA IS )RONICALLY +RUGER SAID SOFTWARE PIRACY IS ON THE DECLINE DESPITE
PARTICULARLY SNEAKY 0EOPLE OFTEN TAKE CAMERAS TO STORES TO TEST TECHNOLOGIES THAT MAKE IT EASY 4WELVE YEARS AGO +RUGER SAID
THEIR COMPATIBILITY BEFORE BUYING A NEW COMPUTER AS MUCH AS HALF THE SOFTWARE IN USE WAS UNAUTHORIZED 4ODAY ITS
ABOUT ONE IN THREE PROGRAMS h)TS NOT A PROBLEM OF THE TECHNOL
0ERHAPS THE CLEVEREST METHOD OF SNAGGING SOME ILL
GOTTEN OGY v HE SAID h)TS A PROBLEM OF PEOPLE USING THE TECHNOLOGY
SOFTWARE WAS DESCRIBED BY -ACHACKER WHO CLAIMS TO HAVE SENT 4ECHNOLOGY IS GOOD 0IRACY IS BADv
HIMSELF SOFTWARE OVER THE )NTERNET FROM INSIDE AN !PPLE RETAIL
STORE h) WAS AT THE MALL WITH SOME FRIENDS ON THE WAY TO AN
5NDEROATH CONCERT v HE SAID h7E STOPPED OFF AT THE STORE AND ,
7Ê ,
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4HE MACHINE HAD A HIGH
SPEED CONNECTION TO THE )NTERNET !NDREW !NDREW A PAIR OF .EW 9ORK $*S WAS AMONG THE FIRST
!LTHOUGH IT WAS PROTECTED FROM INTRUSION FROM OUTSIDE THE CLUB $*S TO SWAP BULKY BOXES OF RECORDS FOR !PPLES SVELTE
STORES FIREWALL THERE WAS NOTHING TO STOP -ACHACKER FROM I0ODS )NSTEAD OF A BOX OF RECORDS THE PAIR TOTES A PAIR OF I0ODS
SENDING STUFF FROM THE INSIDE !LL HE NEEDED WAS THE )NTERNET TO GIGS AT GALLERIES PARTIES AND CLUBS ALL OVER TOWN 4HEY HOST
0ROTOCOL )0 ADDRESS OF HIS MACHINE AT HOME WHICH HAD A A REGULAR 4UESDAY
NIGHT SPOT THE I0ARTY AT !PT A TRENDY NIGHT
FAST PERSISTENT CONNECTION TO THE .ET 5SING THE &ILE 4RANSFER CLUB IN THE -EATPACKING $ISTRICT
%VEN BY .EW 9ORK STANDARDS !NDREW !NDREW IS ECCENTRIC 4HE TWO DRESS IDENTI
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CALLY HAVE THE SAME HAIRCUT AND WEAR THE SAME GLASSES 4HEY EAT THE SAME FOOD Boesfx!Boesfx!jt!b!qbjs!
READ THE SAME BOOKS 4HEY CARRY IDENTICAL I0ODS CELL PHONES 0ALM HANDHELDS AND pg!Ofx!Zpsl!EKt!uibu!tqjot!
WALLETS 4HEY LOOK LIKE TWINS BUT ARE IN FACT BUSINESS PARTNERS 4HEIR COMPANY uvoft!xjui!Bqqmf!jQpet!
!NDREW !NDREW IS A REGISTERED PARTNERSHIP WITH A DIVERSE LINE OF PRODUCTS 4HEY jotufbe!pg!wjozm/!Uif!qbjs!
$* PLAY IN A BAND AND HAVE CREATED A LINE IN FASHION LABELS CAKES AND HOUSE opu!pomz!ibt!nbudijoh!jQpet-!
FURNISHINGS !S THEY WALK THROUGH A LARGE BAR IN THE %AST 6ILLAGE EVERY HEAD TURNS uif!uxp!esftt!bmjlf-!fbu!
4HEY ATTRACT INTENSE CURIOSITY /NCE SOMEONE ACTUALLY GOT MAD ACCUSING THEM OF bmjlf-!boe!sfbe!uif!tbnf!
IMPERSONATING TWINS cppltÒtjnvmubofpvtmz/!Xifo!
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&OR ATTENTION SEEKERS THEY ARE QUITE RESERVED ALMOST SHY 4HEY REFUSE TO DIVULGE Boesfx!btlfe!Boesfx!xbt-!
ANY DISTINGUISHING INFORMATIONLAST NAMES BIRTHDAYS BACKGROUNDS 4HEY ALWAYS ÓNbd!ps!JCN@Ô
WEAR THE SAME OUTFITS 4HEIR HAIRCUTS ARE CROPPED SHORT 4HEY DRINK THE SAME
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VODKA TONICS AND WHEN THEY SMOKE !NDREW LIGHTS TWO CIGARETTES ,IKE TWINS THEY
FINISH EACH OTHERS SENTENCES h7HEN YOURE WITH SOMEONE A LOT YOU START TO TALK )CFMPX!CPUUPN*!Nbe!Nbe;!
ALIKE v EXPLAINED ONE OF THE !NDREWS Xifo!jQpe!EKjoh-!Boesfx!
Boesfx!pgufo!esftt!bt!nbe!
!NDREW !NDREW LIVE TOGETHER IN AN APARTMENT IN 1UEENS THAT DOUBLES AS THEIR tdjfoujtut/!Uif!xijuf!mbc!
OFFICE 4HEIR WARDROBE CONTAINS TWO OF EVERYTHING ARRANGED BY COLOR 4HEYVE dpbut!nbudi!uif!jQpet/
DISCARDED EVERYTHING THAT DOESNT MATCH 4HEIR TOILETRIES ARE PAIRED 4HEIR LIBRARY
,
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CONTAINS TWO OF EACH BOOK WHICH THEY READ IN SYNCHRONY 4HEY HAVE THE SAME TAT
TOO OF -ARIO ON THEIR RIGHT ARMS 4HEY EAT THE SAME FOOD h)N SEVEN YEARS WELL BE
CHEMICALLY EXACT v THE OTHER !NDREW SAID
4HE PAIR MET AT $ISNEYLAND ABOUT THREE YEARS AGO !NDREW APPROACHED !NDREW AND
ASKED HIM h-AC OR )"- v h)TS THE PIVOTAL QUESTION OF OUR TIME v !NDREW SAID
4HEY ARE BOTH -AC GUYS ALTHOUGH THEY NOW THINK )"- AT LEAST THE OLD )"- IS
COOLER h)"- IS RETRO COMPUTING v SAID !NDREW h)TS $/3 GREEN SCREENSv 4HE
SAME AESTHETIC IS APPLIED TO THEIR HOME FURNISHING hDIVISION v CALLED !DVANCED
3ETTINGS 4HEY SELL A DUST COVER FOR THE ORIGINAL I-AC WHICH HAS BECOME DATED
-ADE OF CANVAS WITH A 4OILE PRINT VERY HOT IN THE DESIGN WORLD !NDREW SAID THE
COVER SHIELDS THE I-AC KEYBOARD AND MOUSE WHEN NOT IN USE
h7HEN YOU FIRST GOT THE I-AC IT WAS COOL v !NDREW SAID h"UT ITS BECOME DATED A
PARODY OF ITSELFv h)N YEARS YOU CAN TAKE ;THE COVER= OFF WHEN THE I-AC BECOMES
COOL AGAIN v SAID THE OTHER
4HEYVE DESIGNED A SIMILAR COVER FOR THE NEW 67 "EETLE
4HE TWO SERVE AS $*S AT ART GALLERIES AND NIGHTCLUBS ABOUT ONCE A MONTH $RESSED
AS MAD SCIENTISTS IN WHITE LAB COATS TO MATCH THE I0ODS THEY PLAY AN ECCENTRIC
SET 4HEY CHOOSE A WORDhSEX v hWORK v OR hWORLD v FOR EXAMPLEAND PLAY SONGS
CONTAINING THE WORD IN THE ARTISTS NAME SONG TITLE OR LYRICS )T MAKES FOR A DIVERSE
MIX OPERA POP ROCKABILLY TECHNO AND DOZENS OF OTHER STYLES )T DOESNT ALWAYS
GO DOWN TOO WELL
)N FACT THIS BRAND OF $*ING GOES DOWN BEST AT ART GALLERIES WHILE ONE OF THE CAKES WAS DISPLAYED IN A -ANHATTAN BAKERY
WHERE THE ARTY CROWDS ARE TOLERANT OF ECCENTRICITY !T ONE NIGHT
4HE PAIR TOOK GREAT DELIGHT IN HANGING AROUND WATCHING PEOPLE
CLUB GIG THEY WERE ASKED TO LEAVE AFTER JUST MINUTES "UT AS DO A DOUBLE TAKE
THEY BECAME BETTER KNOWN PEOPLE STARTED TO CATCH ON
h)TS ABOUT MAKING PEOPLE DO A DOUBLE TAKE v SAID !NDREW
.ATURALLY THEIR I0ODS CONTAIN THE SAME SONGS 4HEIR 0ALMS h%VERYTHING WE DO IS ABOUT AWARENESS v SAID THE OTHER h)TS HIGH
ARE ALSO SYNCHRONIZED TO THE SAME FILES "EFORE THE I0ODS THEY MINDED BUT ITS SO CAPITALISTv
$*ED WITH TO PREBURNED #$S AND A HANDWRITTEN SET LIST
4HE I0ODS HAVE VASTLY SIMPLIFIED THE PROCESS h7EVE BEEN
$*ING DIFFERENTLY TO OTHER $*S FROM THE GET
GO v SAID !NDREW *" Ê Ê7/Ê Ê*" ]
h3O FOR US THE I0OD IS PERFECT ! LOT OF PEOPLE DONT LIKE THE 7"Ê
-ÊÊ/1, /
¶®
SONGS BUT FOR THE $* ITS PERFECTv
9ESTERDAY IT WAS JUKEBOXES 4ODAY ITS THE I0OD !N UPSCALE .EW
!NDREW !NDREWS BAKERY DIVISION IS SIMILARLY UNIQUE 4HEY SELL 9ORK NIGHTCLUB HAS A UNIQUE $* SETUP COMPLETE WITH A PAIR OF
JUST ONE CAKE PRINTED WITH A PHOTO IN FOOD DYE OF THE TWO STAND
I0ODS 4HE DIFFERENCEPATRONS ARE INVITED TO BE THE $*S
ING ON EITHER SIDE OF -ADAME 4USSAUDS WAX .APOLEON &OR A
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4HE CLUB IS CALLED !PT PRONOUNCED !
0
4 A TRENDY LOUNGE THE LOUNGES MUSIC PROMOTER h7E HAVE PEOPLE YELLING 3OME
IN -ANHATTANS -EATPACKING $ISTRICT .EXT TO THE BAR IS THE $* PEOPLE BOO ! COUPLE OF GIRLS CAME IN HERE THREE OR FOUR WEEKS
TABLE 4HE SETUP IS BASED ON A STANDARD MIXER WHICH ALLOWS IN A ROW 4HEY GOT REALLY GOOD 4HEY WERE LIKE PROFESSIONALv
THE $* TO FADE BETWEEN TWO MUSIC SOURCES "UT INSTEAD OF TWO
TURNTABLES THERES A PAIR OF I0ODS %VERYONE GETS TO PLAY 7OULD
-ATT -ALAND A
YEAR
OLD PART
TIME $* IS A SEMI
REGULAR (ES
BE $*S TAKE A NUMBERAED TICKET FROM A DELI
STYLE DISPENSER EVEN FIGURED OUT HOW TO MAKE THE I0ODS SCRATCH "Y HITTING THE
0RINTOUTS OF ALL SONGS ARE AVAILABLE TO HELP $*S PREPARE CENTER BUTTON TWICE IN QUICK SUCCESSION THE MUSIC BACKS UP A
A SET LIST h0LAYING OF ANY HEAVY METAL BALLADS WILL RESULT IN FRACTION h)TS FUN v HE SAID h)TS DIFFERENT )TS A CHALLENGE 9OU
IMMEDIATE EXPULSION FROM THE PREMISES v THE PRINTOUT WARNS HAVE TO THINK WHAT SONGS GO TOGETHER MORE THAN VINYL BECAUSE
7ITH SONGS TO CHOOSE FROM PATRONS PLAY EVERYTHING FROM YOU CANT BEAT
MATCHv
"LACK 3ABBATH TO "ASEMENT *AXX 3ETS LAST SEVEN MINUTES THE
TIME IS COUNTED DOWN ON A GIANT DIGITAL CLOCK 4HE I0OD $*ING HAS BECOME A MAJOR ATTRACTION 4HE FUN RUNS
UNTIL OR AM EVERY NIGHT OF THE WEEK /N 4UESDAYS THE
4HE I0OD SETUP PROVIDES HOURS OF BOOZY GREGARIOUS FUN (ALF BAR HOSTS I0ARTY OVERSEEN BY .EW 9ORKS PREEMINENT I0OD $*S
THE BAR CROWDS AROUND THE MIXING DESK OFFERING ADVICE OR CRITI
!NDREW !NDREW
CISM OR JUST DANCING AWAY h)T GETS PRETTY CRAZY v SAID 3AI "LOUNT
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Ê7", 4HE GALLERY WAS THE IDEA OF $ENNIS ,LOYD PUBLISHER OF I0OD
LOUNGE h)M SURPRISED THAT ITS BEEN SO SUCCESSFUL v HE SAID
!PPLES I0OD IS THE SUBJECT OF A UNIQUE HOMAGE HUNDREDS OF h"UT ) HAD A FEELING THE I0OD WOULD TAKE THE -0 WORLD BY
PHOTOS FROM ALL OVER THE WORLD SHOWING I0ODS IN EXOTIC LOCALES STORMv 4HE GALLERY IS REMINISCENT OF THE KIDNAPPED GNOME
4HE I0ODS !ROUND THE 7ORLD GALLERY PART OF THE I0ODLOUNGE 7EB PHENOMENONFEATURED IN THE MOVIE !MÏLIEWHEREIN GLO
SITE HAS COLLECTED MORE THAN PICTURES OF I0ODS IN SETTINGS BETROTTERS BORROW A NEIGHBORS GARDEN GNOME AND SEND BACK
ALL OVER THE GLOBE FROM FAR
FLUNG TRAVEL DESTINATIONS TO THEIR PICTURE POSTCARDS DOCUMENTING THE GNOMES TRAVELS h) THINK
OWNERS OWN BACKYARDS SOME OF THE BEST PICTURES HAVE BEEN THOSE THAT WERE FROM VERY
REMOTE AREAS OR AREAS THAT HAD BEEN RECENTLY IN CURRENT NEWS v
4HE GALLERY FEATURES PICTURES OF I0ODS IN FRONT OF BOMBED
OUT ,LOYD SAID
PALACES IN !FGHANISTAN ON JUNGLE EXPEDITIONS IN 0ERU AND IN
-ICK *AGGERS GARDEN IN ,ONDON I0ODS HAVE BEEN CAPTURED ON 4HE COLLECTION HAS GROWN SO LARGE ,LOYD IS CATEGORIZING THE
TOP OF MOUNTAINS FEET BELOW THE %ARTHS SURFACE AND INSIDE PICTURES AND PLANS TO LAUNCH A DYNAMIC GALLERY WITH A SEARCH
A 0ARISIAN FRIDGE 4HERE ARE SNAPS OF PEOPLE WITH I0ODS RIDING A ABLE DATABASE 4HE GALLERY HAS EVEN INSPIRED A COUPLE OF
ROLLER COASTER IN /RLANDO &LORIDA SUNBATHING IN 'REECE AND IMITATORS .EWTONS !ROUND THE 7ORLD AND A 3ONY #,)³ GALLERY
GIVING BIRTH IN .EW 9ORK 4HERE ARE DOGS DOGS ON MOTORBIKES THAT IS NOW DEFUNCT
LOVERS STATUES AND A NEARLY NAKED COWBOY 0ICTURES HAVE
BEEN SENT FROM NEARLY COUNTRIES INCLUDING 6IETNAM 4URKEY
2USSIA AND )CELAND
7/Ê
-Ê
Ê -Ê-"Ê
"9 ¶
/NE OF THE DElNING CHARACTERISTICS OF THE -AC COMMUNITY IS ITS WORDS OF THE 2EGISTER h4HEY EAT IT UP v SAID -ATTHEW 2OTHENBERG
LOYALTY TO !PPLE 4HROUGH THICK AND THIN !PPLES CUSTOMERS STICK AN EDITOR AT :IFF $AVIS AND A LONGTIME !PPLE WATCHER h)TS LIKE A
BY THE COMPANY )N THE SUMMER OF !PPLE UPSET THE -AC "$ ;BONDAGE AND DOMINANCE= RELATIONSHIP 4HERE NEEDS TO A
COMMUNITY BY SUDDENLY ANNOUNCING A ANNUAL SUBSCRIP PSYCHOSEXUAL ANALYSIS OF THE -AC COMMUNITYv
TION FEE FOR ITS -AC ONLINE SERVICES WHICH WERE FORMERLY FREE
/N TOP OF THIS AN UPGRADE FOR /3 8THE KIND OF UPGRADE USERS #USTOMER LOYALTY WAS THE ONLY THING THAT SAVED !PPLE DURING
USUALLY DONT PAY FORWOULD COST 4HE NEW PRICING POLI THE LATE S WHEN THE COMPANY WAS IN DANGER OF GOING OUT
CIES PROMPTED HOWLS OF PROTEST 7EB SITES ONLINE FORUMS AND OF BUSINESS ACCORDING TO 'IL !MELIO THE #%/ IN CHARGE AT THE
NEWS STORIES WERE FULL OF ACRIMONIOUS KVETCHING ABOUT hGOUG TIME h)TS THE CULT v !MELIO TOLD #OMPUTERWORLD h)TS WHATS
INGv AND hBAIT AND SWITCHv ,ONGTIME USERS LAUNCHED PETITIONS KEPT THE DAMN THING AmOAT THROUGH SOME OF THE MOST INCREDIBLY
AND lRED OFF ANGRY LETTERS AND FOR THE lRST TIME IN YEARS THERE BAD BUSINESS DECISIONS )VE EVER SEEN ANYWHEREv
WERE LOTS OF THREATS TO LEAVE THE -AC PLATFORM ALTOGETHER "UT
DESPITE THE HOWLING THERES BEEN NO MASS EXODUS TO 7INDOWS $URING THIS TIME PSYCHOLOGIST 2OSS 'OLDSTEIN WAS COMMIS
4HE OPPOSITE IN FACT SEEMS TO BE TRUE !NECDOTAL EVIDENCE SIONED BY A RIVAL COMPUTER MANUFACTURER TO lGURE OUT HOW
POINTS TO MORE AND MORE PEOPLE SWITCHING TO THE -AC TO APPEAL TO MAROONED !PPLE CUSTOMERS IF THE COMPANY WENT
UNDER 'OLDSTEIN A CLINICAL PSYCHOLOGIST WITH THE "23 'ROUP
#OULD OTHER COMPANIES GET AWAY WITH THIS 0ROBABLY NOT 9AHOO A MARKET RESEARCH lRM RECRUITED A NUMBER OF !PPLE USERS FOR A
AND (OTMAIL WHICH PROVIDE FREE ONLINE EMAIL HAVE STARTED FOCUS GROUP 4O QUALIFY THEY HAD TO AGREE THEY WOULD CONSIDER
CHARGING FOR EXTRA SERVICES BUT THEY SUPPLY BASIC SERVICE FOR MIGRATING TO 7INDOWS IF !PPLE WENT OUT OF BUSINESS "UT AS
NOTHING ,IKEWISE -ICROSOFTS LATEST UPDATE FOR 7INDOWS 80 IS SOON AS THE SESSION STARTED THEY ALL REVERSED THEMSELVES AND
FREE !NDREW ,ACKEY A VISITING PROFESSOR OF BUSINESS AND ECO SAID THEYD NEVER CONSIDER SWITCHING
NOMICS JOURNALISM AT "OSTON 5NIVERSITY SAID !PPLES MONOPOLY
IN THE -AC BUSINESS ALLOWS IT TO GET AWAY WITH THINGS COMPA h4HEY WERE STEADFAST IN THEIR RESISTANCE TO MOVING OVER v
NIES IN A COMPETITIVE MARKET CANT h7ITH !PPLE YOURE A CAPTIVE 'OLDSTEIN SAID h)T WAS HUMOROUS 4HEY WERE PICKED BECAUSE
AND TO SOME EXTENT THEY ABUSE THAT PRIVILEGE v ,ACKEY SAID h) THEY MIGHT SWITCH BUT THEY ALL SAID @)LL BE AN !PPLE USER UNTIL
WOULD HAVE THOUGHT !PPLE WOULD BE ALL FOLKSY LIKE A "EN MY DYING KEYSTROKES 4HE DEGREE OF LOYALTY TO THE PLATFORM AND
*ERRYS KIND OF COMPANY "UT IN MY EXPERIENCE 0# COMPANIES EVERYTHING IT REPRESENTED WAS SO PROFOUND )T WAS FASCINATINGv
ARE MUCH MORE RESPONSIVEv 'OLDSTEIN SAID PARTICIPANTS LEFT BRAIN THE LOGICAL SIDE WAS TELL
ING THEM THEY MIGHT HAVE TO SWITCH IF !PPLE WENT UNDER "UT
4HE LOYALTY TO !PPLE HAS LED SOME TO DESCRIBE THE -AC COM THE RIGHT BRAIN THE EMOTIONAL ATTACHMENT TO !PPLE REJECTED
MUNITY AS MASOCHISTIC THE hPUNISH ME HARDERv BRIGADE IN THE IT 4HERE WAS A PROFOUND SENSE THAT !PPLE WAS ONE OF THEM
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COUNTERCULTURE GRASSROOTS HUMAN IS THE !NTICHRIST 4HERES THE COMMON
APPROACHABLE 'OLDSTEIN SAID h!PPLE PERCEPTION THAT 'ATES IS IN BUSINESS FOR
REALLY APPEALS TO THE HUMANISTIC SIDE OF EVERY PENNY HE CAN GET WHILE !PPLE
PEOPLE v 'OLDSTEIN SAID h4HE IMAGE OF EXISTS TO CREATE GREAT TECHNOLOGYTO
THE BRAND THE HERITAGE THE EXPERIENCE CHANGE THE WORLD IN 3TEVE *OBS WORDS
)T REALLY SPOKE TO WHO THEY WEREv &OR !PPLE TURNING A PROlT IS SECOND
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WERE PRISONERS OF WAR v 'OLDSTEIN SAID FOR A LOT OF REASONS v SAID 3TEVE -ANNING
h-ICROSOFT HAD TAKEN OVER THE COMPUTER COFOUNDER OF )GOR A BRAND CONSULTANCY
WORLD AND THEY MIGHT HAVE TO GO OVER IN 3AN &RANCISCO #ALIFORNIA h-ICROSOFT
BUT THEY WOULD NOT DO SO WILLINGLYv CRAMS A BAD SYSTEM DOWN PEOPLES
!S 'OLDSTEIN DISCOVERED FOR A LOT OF THROATS )TS THE EVIL EMPIRE "IG "ROTHER
-AC FANS ONE OF THE MAJOR APPEALS OF A MONOLITHIC CORPORATION !PPLE HAS
!PPLE IS THAT ITS NOT -ICROSOFT DONE A LOT OF THINGS RIGHT IN THE WAY
THEY POSITION THEMSELVES AND THE WAY
4O -AC USERS !PPLE REPRESENTS EVERY THEY SPEAK TO THE WORLDv
THING THAT -ICROSOFT ISNT !PPLE INNOVATES -ICROSOFT COPIES
!PPLE PUTS OUT SOLID PRODUCTS -ICROSOFT PUTS OUT BUGGY ONES -ANNING SAID THAT WHILE HES OBLIGED TO USE A 7INDOWS
!PPLE REPRESENTS CREATIVITY AND INDIVIDUALITY -ICROSOFT REPRE MACHINE AT WORK HE WENT OUT AND BOUGHT SEVERAL -ACS FOR HIS
SENTS BUSINESS AND CONFORMITY !PPLE IS THE SCRAPPY UNDERDOG HOME ,IKE A LOT OF -AC FANS HE ENJOYS THE FEELING THAT HES IN
-ICROSOFT IS THE BIG PREDATORY MONOPOLY CONTROL OF HIS COMPUTER RATHER THAN -ICROSOFT h!T HOME IT@S
NICE TO USE A MACHINE THAT THE CORPORATION CANT FORCE YOU TO
3UCH IS -AC USERS DERISION -ICROSOFT IS COMMONLY REFERRED USE v HE SAID h)TS MINE )TS PERSONAL 4HIS IS MINE AND YOU
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h ITHOUT THE BRAND !PPLE WOULD BE DEADx
4HE BRAND IS ALL THEYVE GOT 4HE POWER OF THEIR
BRANDING IS ALL THAT KEEPS THEM ALIVE )TS GOT NOTHING TO
DO WITH PRODUCTSv
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Ê h)TS A REALLY POWERFUL BRAND v SAID 2OBIN
, 2USCH EDITOR OF BRANDCHANNELCOM
WHICH AWARDED !PPLE h"RAND OF THE 9EARv
!SK MARKETERS AND ADVERTISING EXPERTS IN h4HE OVERWHELMING PRESENCE
WHY -AC USERS ARE SO LOYAL AND THEY OF !PPLE COMES THROUGH IN EVERYTHING
ALL CITE THE SAME REASON !PPLES BRAND THEY DOv
)TS NO COINCIDENCE THAT DURING THE LATE
S AND EARLY S IT WAS A MARKET
-ARKETER -ARC 'OBÏ AUTHOR OF %MOTIONAL
ING EXECUTIVE FROM 0EPSI *OHN 3CULLEY "RANDING AND PRINCIPAL OF DG WORLD
WHO TURNED !PPLE INTO THE BIGGEST SINGLE WIDE SAID !PPLES BRAND IS THE KEY TO
COMPUTER COMPANY IN THE WORLD WITH ITS SURVIVAL )TS GOT NOTHING TO DO WITH
BILLION IN ANNUAL SALES 3CULLEY MARKETED INNOVATIVE PRODUCTS LIKE THE I-AC OR THE
!PPLE LIKE CRAZY BOOSTING THE ADVERTISING BUDGET FROM MIL
I0OD h7ITHOUT THE BRAND !PPLE WOULD BE DEAD v HE SAID
LION TO MILLION h0EOPLE TALK ABOUT TECHNOLOGY BUT !PPLE h!BSOLUTELY #OMPLETELY 4HE BRAND IS ALL THEYVE GOT 4HE POWER
WAS A MARKETING COMPANY v 3CULLEY TOLD THE 'UARDIAN NEWSPA
OF THEIR BRANDING IS ALL THAT KEEPS THEM ALIVE )TS GOT NOTHING TO
PER IN h)T WAS THE MARKETING COMPANY OF THE DECADEv DO WITH PRODUCTSv
4HE CURRENT #%/ 3TEVE *OBS SPENT MILLION MARKETING 'OBÏ WHO HAILS FROM &RANCE FORMULATED THIS VIEW WHILE
THE I-AC WHICH WAS A RUNAWAY HIT !PPLE CONTINUES TO SPEND RESEARCHING HIS BOOK IN WHICH HE TELLS HOW BRANDS HAVE
LOTS OF MONEY ON HIGH
PROlLE ADS LIKE THE 3WITCH CAMPAIGN ESTABLISHED DEEP LASTING BONDS WITH THEIR CUSTOMERS !PPLE OF
AND IT SHOWS COURSE IS THE ARCHETYPAL EMOTIONAL BRAND )TS NOT JUST INTIMATE
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WITH ITS CUSTOMERS IT IS LOVED /THER EXAM
4(% #/-0!.9 (!3 ! 5.)15% 6)35!,
PLES ARE AUTOMAKER ,EXUS RETAILER 4ARGET !.$ 6%2"!, 6/#!"5,!29 %802%33%$
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IS ABOUT IMAGINATION DESIGN AND INNOVA
4HIS IS TRUE OF !PPLE )TS PRODUCTS AND ADVER
TION v 'OBÏ SAID FROM HIS OFlCE IN .EW 9ORK TISING ARE CLEARLY RECOGNIZABLE 3O IS 4ARGETS
h)T GOES BEYOND COMMERCE 4HIS BUSINESS OR EVEN 7AL
-ARTS 'OBÏ SAID
SHOULD HAVE BEEN DEAD YEARS AGO BUT
PEOPLE SAID WEVE GOT TO SUPPORT ITv 4(% #/-0!.9 (!3 %34!",)3(%$ !
h(%!24&%,4 #/..%#4)/.v 7)4( )43
'OBÏ IS OF COURSE REFERRING TO !PPLES lNAN
#534/-%23 4()3 #!. 4!+% 3%6%2!,
CIAL TAILSPIN DURING THE MID
S WHEN THE &/2-3 &2/- "5),$).' 42534 4/
COMPANY LOOKED IN DANGER OF GOING OUT OF %34!",)3().' ! #/--5.)49 !2/5.$
BUSINESS !T THE TIME ITS PRODUCTS WERE LACK
! 02/$5#4 ). !00,%3 #!3% )43 02/$
LUSTER ITS BRANDING A MESS h"EFORE 3TEVE 5#43 !2% $%3)'.%$ !2/5.$ 0%/0,%
*OBS CAME BACK THE BRAND WAS PRETTY MUCH h4AKE THE I0OD IT BRINGS AN EMOTIONAL SEN
GONE v HE SAID h4HATS ONE OF THE REASONS SORY EXPERIENCE TO COMPUTING v 'OBÏ SAID
!PPLE HAS BEEN REBRANDEDTO REJUVENATE h!PPLES DESIGN IS PEOPLE DRIVENv
THE BRANDv !PPLE ABANDONED THE OLD RAIN
BOW
HUED !PPLE LOGO IN FAVOR OF A MINIMALIST MONOCHROME 'OBÏ NOTED THAT !PPLE HAS ALWAYS PROJECTED A HUMAN TOUCH
ONE GAVE ITS COMPUTERS A FUNKY COLORFUL LOOK AND STREAMLINED FROM THE CHARISMA OF 3TEVE *OBS TO THE NOTION THAT ITS
THE MESSAGES IN ITS ADVERTISING )TS DONE WONDERS 'OBÏ SAID PRODUCTS ARE SOLD FOR A LOVE OF TECHNOLOGY h)TS LIKE HAVING A
GOOD FRIEND v 'OBÏ SAID h4HATS WHATS INTERESTING ABOUT THIS
'OBÏ ARGUED THAT IN SOME CASES BRANDING HAS BECOME AS BRAND 3OMEWHERE THEY HAVE CREATED THIS REALLY HUMANISTIC
POWERFUL AS RELIGION h0EOPLES CONNECTIONS WITH BRANDS TRAN
BEYOND
BUSINESS RELATIONSHIP WITH USERS AND CREATED A CULT
SCEND COMMERCE v HE SAID 'OBÏ CITED .IKE WHICH SPARKED LIKE RELATIONSHIP WITH THEIR BRAND )TS A BIG TRIBEEVERYONE IS
CUSTOMERS IRE WHEN IT WAS REVEALED THE COMPANYS PRODUCTS ONE OF THEM 9OURE PART OF THE BRANDv
WERE ASSEMBLED IN SWEATSHOPS h4HEY WERE NOT PISSED ABOUT
THE PRODUCTS v 'OBÏ SAID h)TS ABOUT THE COMPANYS ETHICS )TS 4HE HUMAN TOUCH IS ALSO EXPRESSED IN PRODUCT DESIGN 'OBÏ
INTERESTING HOW EMOTIONALLY INVOLVED PEOPLE AREv SAID !PPLES mAT
SCREEN I-AC FOR EXAMPLE WAS MARKETED AS
THOUGH IT WERE CREATED PERSONALLY BY 3TEVE *OBS AND *ONATHAN
!CCORDING TO 'OBÏ EMOTIONAL BRANDS HAVE THREE THINGS IN )VE NOT BY FACTORY WORKERS IN !SIA h0EOPLE ARE ANXIOUS AND
COMMON CONFUSED v 'OBÏ SAID h4ECHNOLOGY IS ACCELERATING FASTER AND
FASTER THAN WE CAN KEEP UP WITH 0EOPLE NEED TO lND SOME
4(% #/-0!.9 02/*%#43 ! (5-!.)34)# #/20/2!4% GROUNDING THAT HUMAN TOUCH THE LEADING HAND 4HERES A NEED
#5,452% !.$ ! 342/.' #/20/2!4% %4()# #(!2
TO RECREATE TRIBES THAT GIVE PEOPLE A GROUNDINGv
!#4%2):%$ "9 6/,5.4%%2)3- 3500/24 /& '//$
#!53%3 /2 ).6/,6%-%.4 ). 4(% #/--5.)49 .IKE 7RITER .AOMI +LEIN IS A LEADING CRITIC OF BRANDING ESPECIALLY
BLUNDERED HERE !PPLE ON THE OTHER HAND COMES ACROSS AS PRO
!PPLES +LEIN AUTHOR OF .O ,OGO ARGUES THAT COMPANIES LIKE
FOUNDLY HUMANIST )TS FOUNDING ETHOS WAS POWER TO THE PEOPLE !PPLE ARE NO LONGER SELLING PRODUCTS 4HEY ARE SELLING BRANDS
THROUGH TECHNOLOGY AND IT REMAINS COMMITTED TO COMPUTERS IN WHICH EVOKE A SUBTLE MIX OF PEOPLES HOPES DREAMS AND
EDUCATION h)TS ALWAYS ABOUT PEOPLE v 'OBÏ SAID ASPIRATIONS +LEIN NOTES HOW "ENETTON USED IMAGES OF RACIAL
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-
HARMONY TO SELL CLOTHES WHILE !PPLE 4HE hv AD BEGAN A BRANDING CAMPAIGN
USED GREAT LEADERS#ESAR #HAVEZ THAT PORTRAYED !PPLE AS A SYMBOL OF COUN
'ANDHI AND THE $ALAI ,AMATO PER
TERCULTUREREBELLIOUS FREE
THINKING AND
SUADE PEOPLE THAT A -ACINTOSH MIGHT CREATIVE !CCORDING TO #HARLES 0ILLAR A
ALSO ALLOW THEM TO h4HINK $IFFERENTv COLUMNIST FOR THE ,OS !NGELES 4IMES THIS
IMAGE IS A CALCULATED MARKETING PLOY TO
h0EOPLE ARE DRAWN TO THESE BRANDS SELL EXPENSIVE COMPUTERS h%XPRESSIONS
BECAUSE THEY ARE SELLING THEIR OWN OF ALMOST SPIRITUAL FAITHFULNESS TO THE -AC
IDEAS BACK TO THEM THEY ARE SELLING THE ALTHOUGH HEARTFELT WERENT A PURELY SPON
MOST POWERFUL IDEAS THAT WE HAVE IN TANEOUS RESPONSE TO A SUBLIME CREATION v
OUR CULTURE SUCH AS TRANSCENDENCE AND HE WROTE h4HEY WERE A RESPONSE TO A CAL
COMMUNITYEVEN DEMOCRACY ITSELF CULATED MARKETING PLOY TO SELL COMPUTERS
THESE ARE ALL BRAND MEANINGS NOW v SHE TOLD THE 'UARDIAN THAT COST MUCH MORE THAN COMPETING BRANDS
NEWSPAPER
h)M NOT MAKING THIS UP -EMBERS OF THE -ACS ORIGINAL ENGI
+LEINS ANALYSIS OF BRANDING lNDS A RECEPTIVE AUDIENCE IN THE NEERING AND MARKETING TEAM TOLD ME ALL ABOUT IT 4HEY DID IT
MARKETING COMMUNITY *EAN
-ARIE $RU DESCRIBED BY !DBUSTERS BY BUILDING A SENSE OF BELONGING TO AN ELITE CLUB BY PORTRAYING
AS THE hAD INDUSTRYS CURRENT WONDERKID v ALSO BELIEVES THAT THE -AC AS EMBODYING THE VALUES OF RIGHTEOUS OUTSIDERISM AND
BRANDS THRIVE OR PERISH BASED ON THE IDEALS THEY ESPOUSE REBELLION AGAINST INJUSTICE )T STARTED IN THE EARLY S WITH THE
h!PPLE EXPRESSES LIBERTY REGAINED 0EPSI YOUTHFULNESS /IL OF FAMOUS @ 46 COMMERCIAL THAT LAUNCHED THE -AC AND CON
/LAY TIMELESS BEAUTY 3ATURN THE !MERICAN COMPETITIVE SPIRIT TINUED WITH @4HE COMPUTER FOR THE REST OF US SLOGAN AND SEVERAL
AND !44 THE PROMISES OF THE FUTURE v HE WROTE IN HIS BOOK AD CAMPAIGNS PLAYING ON A REVOLUTIONARY THEMEv
$ISRUPTION 4O $RU BRANDS ARE MORE IMPORTANT THAN PRODUCTS
0RODUCTS HAVE LIMITED LIFE CYCLES BUT BRANDSIF MANAGED 3TEVE -ANNING COFOUNDER OF )GOR A BRAND CONSULTANCY IN 3AN
WELLLAST FOREVER h4HE BATTLE OF BRANDS AND PRODUCTS WILL BE &RANCISCO #ALIFORNIA SAID EVEN A SEASONED PROFESSIONAL LIKE
ABOVE ALL A BATTLE OF IDEAS v HE WROTE HIMSELF IS SEDUCED h%VEN THOUGH ) UNDERSTAND THIS STUFF )VE
BOUGHT INTO IT v HE SAID h) OWN FOUR -ACS 4HEYRE MORE EXPEN
2YAN "IGGE WRITING IN !DBUSTERS SAID h/UR DREAMS AND SIVE BUT THE ADVERTISING AND MARKETING WORKSv
DESIRES FOR A BETTER WORLD ARE NO LONGER ARTICULATED BY *&+S
NOR GENERATED THROUGH PERSONAL EPIPHANIESTHEY ARE NOW
THE INTELLECTUAL CURRENCY OF 0EPSI AND $IESEL 7E USED TO HAVE ",Ê
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MOVEMENTS FOR CHANGENOW WE HAVE PRODUCTS "RANDS MAY
BEFRIEND US CONSOLE US AND INSPIRE US BUT THE RELATIONSHIP #ONSUMER BEHAVIORISTS LIKE 4OM /'UINN THINK THE KEY TO
COMES AT THE HIGHEST PRICE IMAGINABLETHE LOSS OF SELFv !PPLES CUSTOMERS LOYALTY IS THE -AC COMMUNITY ITSELF !PPLE
USERS ARE NOT LOYAL TO !PPLE PER SE 4HEY ARE LOYAL TO !PPLE AND
!PPLES FAMOUS hv 3UPER "OWL AD FOR EXAMPLE WAS TO EACH OTHER h)TS NOT JUST ABOUT THE RELATIONSHIP TO THE MAR
EXPRESSLY POLITICAL )TS MESSAGE WAS GIVE POWER TO THE MASSES KETER v SAID /'UINN h)TS A TRIAD BETWEEN MARKETER CUSTOMER
4HE POWER OF COURSE WAS COMPUTING POWER h-ACINTOSH WAS AND CUSTOMERv
ALWAYS BIGGER THAN THE PRODUCT v 3TEVE (AYDEN THE ADS COPY
WRITER TOLD !DWEEK h7E THOUGHT OF IT AS AN IDEOLOGY A VALUE /'UINN SAID THATS WHY THERES A STORM OF PROTEST ABOUT
SET )T WAS A WAY OF LETTING THE WHOLE WORLD ACCESS THE POWER OF !PPLES TREATMENT OF ITS CUSTOMERS BUT FEW DEFECTIONS TO OTHER
COMPUTING AND LETTING THEM TALK TO ONE ANOTHER 4HE DEMOCRATI
COMPUTER PLATFORMS h9OU MAY GET MAD AT THE COMPANY BUT
ZATION OF TECHNOLOGYTHE COMPUTER FOR THE REST OF USv THE BOND WITH THE COMMUNITY MEANS YOU DONT REALLY HAVE A
h HEYgRE MORE EXPENSIVE BUT THE ADVERTISING AND
MARKETING WORKSv
CHOICE v HE SAID h9OU MAY COMPLAIN BUT YOURE NOT GOING TO WELL KNOWN FOR THEIR PREDILECTION FOR !PPLE STICKERS 4
SHIRTS AND
LEAVE )N A COHESIVE COMMUNITY THE MARKETER CAN GET AWAY 7EB BANNERS THE AUTHORS WROTE 4HEY ALSO SHOW A KEEN INTER
WITH ALL KINDS OF STUFF BECAUSE THE COHESION IS SO STRONGv EST IN THE HISTORY OF !PPLE ! LOT OF -AC USERS KNOW THE DATE
*ANUARY THE DAY THE -AC WAS INTRODUCED
/'UINN A PROFESSOR AT THE 5NIVERSITY OF )LLINOISS #OLLEGE OF
!DVERTISING IS A LEADING EXPERT IN hBRAND COMMUNITIES v OF -/2!, 2%30/.3)"),)49 -EMBERS HAVE A SENSE OF MORAL
WHICH THE -AC COMMUNITY IS A PRIME EXAMPLE )N -ARCH RESPONSIBILITY TO THE COMMUNITY AS A WHOLE AND TO EACH OTHER
/'UINN COAUTHORED A PAPER WITH !LBERT -UNIZ OF $E0AUL 0EOPLE LOOK OUT FOR EACH ANOTHER HELP REPAIR PRODUCTS SOLVE
5NIVERSITY IN #HICAGO INTRODUCING THE IDEA OF BRAND COMMUNI
PROBLEMS AND SHARE INFORMATION LIKE WHERE TO GET THE BEST
TIESA COMMUNITY THAT HAS DEVELOPED AROUND A BRAND INSTEAD DEALS 4HIS INFORMATION IS OFTEN MORE USEFUL THAN INFORMATION
OF SAY A NEIGHBORHOOD CHURCH PASTIME OR PROFESSION h4HIS IS PROVIDED BY THE MARKETER BECAUSE ITS UNTAINTED BY SELF
INTEREST
ABOUT BRANDS v THE AUTHORS WROTE h4HIS IS THE TIE THAT BINDSv THE AUTHORS WROTE
0UBLISHED IN THE *OURNAL OF #ONSUMER 2ESEARCH THE PAPER WAS )N CONCLUSION -UNIZ AND /'UINN SAID BRAND COMMUNITIES
THE FRUIT OF lVE YEARS OF RESEARCH /'UINN SAID !CCORDING TO PERFORM SEVERAL IMPORTANT FUNCTIONS ON BEHALF OF THE BRAND
-UNIZ AND /'UINN RESEARCH INTO CONSUMER BEHAVIOR HAS TRA
RECRUITING NEW MEMBERS PERPETUATING THE HISTORY AND CULTURE
DITIONALLY FOCUSED ON THE RELATIONSHIP BETWEEN A MARKETER AND OF THE BRAND AND PROVIDING FREE HELP AND INFORMATION 4HE
AN INDIVIDUAL CONSUMER $ESPITE THE CENTRALITY OF COMMUNITY TO COMMUNITY ALSO EXERTS A LOT OF PRESSURE ON MEMBERS TO REMAIN
MODERN SOCIAL THOUGHT IT IS RARELY APPLIED TO GROUPS DEVOTED TO LOYAL /F THE THREE THE -AC COMMUNITY IS THE MOST COHESIVE
PARTICULAR BRANDS 4HE PAPER EXPLORED THREE BRAND COMMUNITIES THE AUTHORS NOTED
LOYAL TO THE -ACINTOSH 3AAB AND THE &ORD "RONCO
/N THE DOWNSIDE BRAND COMMUNITIES CAN BE A PAIN IN THE
4HE AUTHORS ARGUED THAT THESE COMMUNITIES ARE REAL COMMUNI
NECK FOR A SECRETIVE MARKETER LIKE !PPLE h"RAND COMMUNITIES
TIES NOT AD HOC COALITIONS OF LIKE
MINDED PEOPLE .OR ARE THEY PARTICULARLY THOSE OPERATING WITHIN COMPUTER
MEDIATED ENVI
hHOMOGENOUS LIFESTYLE SEGMENTSv OR hCONSUMPTION CONSTEL
RONMENTS COULD POSE ENORMOUS RUMOR CONTROL PROBLEMS v THE
LATIONSv 4HEY ARE REAL COMMUNITIES BOUND BY A BRAND THAT AUTHORS WROTE
DISPLAY THREE CENTRAL CHARACTERISTICS OF ALL COMMUNITIES
-UNIZ AND /'UINN NOTED THAT SOCIAL CRITICS OFTEN BLAME CON
3(!2%$ #/.3#)/53.%33 ! SHARED CONSCIOUSNESS OR TEMPORARY COMMERCE FOR THE DESTRUCTION OF COMMUNITIES &ROM
hCONSCIOUSNESS OF KIND v IS THE MOST IMPORTANT ELEMENT THE +ANT AND -ARX ONWARD MANY THEORISTS HAVE ARGUED THAT MOD
AUTHORS NOTE )T IS A SENSE OF hWE
NESSv 4HE AUTHORS ARGUED THAT ERN INDUSTRIALIZATION HAS DESTROYED TRADITIONAL LARGELY AGRARIAN
IT DOESNT MATTER THAT THE -AC COMMUNITY IS MEDIATED BY MASS COMMUNITIES BRINGING DISLOCATION ISOLATION AND THE PROFOUND
MEDIA MAGAZINES BOOKS AND THE )NTERNET !LTHOUGH MEMBERS DISCONTENT OF THE MODERN SOUL "UT -UNIZ AND /'UINN SEE
ARE SPREAD ALL OVER THE GLOBE THEY EASILY IMAGINE THEY ARE ALIKE POSITIVE BENElTS OF BRAND COMMUNITIES 4HEY GIVE CONSUMERS
BECAUSE THEY ASSUME THEY SHARE COMMON VALUES h-EMBERS A GREATER VOICE PROVIDE AN IMPORTANT INFORMATION RESOURCE AND
FEEL THAT THEY @SORT OF KNOW EACH OTHER AT SOME LEVEL EVEN IF GRANT WIDER SOCIAL BENElTS THROUGH COMMUNAL INTERACTION
THEY HAVE NEVER MET v THE AUTHORS WROTE
h4HE INTERSECTION OF BRANDA DElNING ENTITY OF CONSUMER
2)45!,3 !.$ 42!$)4)/.3 -EMBERS OF BRAND COMMUNITIES CULTUREAND COMMUNITYA CORE SOCIOLOGICAL NOTIONIS AN
ENGAGE IN CERTAIN RITUALS AND TRADITIONS 3AAB DRIVERS WAVE TO IMPORTANT ONE v THE AUTHORS WROTE h7E BELIEVE BRAND COM
EACH OTHER AS THEY PASS ON THE ROAD -AC USERS OFTEN SHARE STO
MUNITIES TO BE REAL SIGNIlCANT AND GENERALLY A GOOD THING A
RIES ABOUT THE BRANDTHE -ACS RELATIVE IMMUNITY TO VIRUSES DEMOCRATIC THING AND EVIDENCE OF THE PERSISTENCE OF COMMU
FOR EXAMPLE 4HERES THE COMMUNAL USE OF LOGOS -AC USERS ARE NITY IN CONSUMER CULTUREv
h EOPLE SAY THEY ARE A "UDDHIST OR A #ATHOLIC 7E
SAY WERE -AC USERS AND THAT MEANS WE HAVE
SIMILAR VALUESv
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LOT OF PEOPLE WHO ARE NOT COMFORTABLE WITH
RELIGION IT PROVIDES A COMMUNITY AND A
5MBERTO %CO THE )TALIAN SEMIOLOGIST COMMON HERITAGE ) THINK -AC USERS HAVE A
ONCE FAMOUSLY COMPARED -ACS AND 0#S CERTAIN COMMON WAY OF THINKING A WAY OF
TO THE TWO MAIN BRANCHES OF THE #HRISTIAN DOING THINGS A CERTAIN MINDSETv
FAITH #ATHOLICS AND 0ROTESTANTS 4HE -AC
IS #ATHOLIC HE WROTE IN HIS BACK
PAGE COL
h0EOPLE SAY THEY ARE A "UDDHIST OR A #ATHOLIC v
UMN OF THE )TALIAN NEWS WEEKLY ,@%SPRESSO HE ADDED h7E SAY WERE -AC USERS AND THAT
IN 3EPTEMBER )T IS hCHEERFUL FRIENDLY MEANS WE HAVE SIMILAR VALUESv
CONCILIATORY IT TELLS THE FAITHFUL HOW THEY
MUST PROCEED STEP BY STEP TO REACHIF 2USSELL "ELK A CONSUMER BEHAVIORIST AT THE
NOT THE +INGDOM OF (EAVENTHE MOMENT 5NIVERSITY OF 5TAH GOES FURTHER (E ARGUES
IN WHICH THEIR DOCUMENT IS PRINTEDv 4HE 7INDOWS 0# ON THE THAT THE -AC COMMUNITY IS QUASI
RELIGIOUS "ELK HAS BEEN
OTHER HAND IS 0ROTESTANT )T DEMANDS hDIFlCULT PERSONAL DECI
STUDYING THE -AC COMMUNITY FOR A COUPLE OF YEARS AND HAS
SIONS IMPOSES A SUBTLE HERMENEUTICS UPON THE USER AND TAKES PRODUCED A VIDEO MONOGRAPH CALLED 4HE #ULT OF -ACINTOSH
FOR GRANTED THE IDEA THAT NOT ALL CAN REACH SALVATION 4O MAKE BASED ON A SERIES OF INTERVIEWS WITH -AC USERS )T WAS SHOWN
THE SYSTEM WORK YOU NEED TO INTERPRET THE PROGRAM YOURSELF ! IN PUBLIC FOR THE lRST TIME IN /CTOBER AT A MARKETING CON
LONG WAY FROM THE BAROQUE COMMUNITY OF REVELERS THE USER IS FERENCE IN !TLANTA
CLOSED WITHIN THE LONELINESS OF HIS OWN INNER TORMENTv
h4HE -AC AND ITS FANS CONSTITUTE THE EQUIVALENT OF A RELIGION v
%CO WAS JOKING BUT AS SOME EXPERTS HAVE NOTED THE -AC "ELK WROTE IN THE VIDEOS ABSTRACT h4HIS RELIGION IS BASED ON
COMMUNITY DOES IN FACT RESEMBLE A RELIGION !S DO -AC USERS AN ORIGIN MYTH FOR !PPLE #OMPUTER HEROIC AND SAVIOR LEG
THEMSELVES h&OR MANY -AC PEOPLE ) THINK ;THE -AC COM
ENDS SURROUNDING ITS COFOUNDER AND CURRENT #%/ 3TEVE *OBS
MUNITY= HAS A RELIGIOUS FEELING TO IT v SAID PSYCHOLOGIST $AVID THE DEVOUT FAITH OF ITS FOLLOWER CONGREGATION THEIR BELIEF IN
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9
THE RIGHTEOUSNESS OF THE -ACINTOSH THE -/2% (%,0%23 THE ENGINEERS AND ART
EXISTENCE OF ONE OR MORE 3ATANIC OPPO
ISTS WHO CREATED THE lRST -AC
NENTS -AC BELIEVERS PROSELYTIZING AND
CONVERTING NONBELIEVERS AND THE HOPE !0/4(%/3)3 *OBS IS ANOINTED AS THE
AMONG CULT MEMBERS THAT SALVATION CAN TECHNOLOGY INDUSTRYS SEER A PROPHET
BE ACHIEVED BY TRANSCENDING CORPORATE
CAPITALISMv 2ELIGION "ELK SAID IS A BELIEF &,)'(4 THE EXPULSION FROM !PPLE AND
STRUCTURE THAT HELPS PEOPLE MAKE SENSE A DECADE IN THE WILDERNESS AT .E84
OF THE WORLD 4HE hCULT OF -ACv IS A SET #OMPUTER
OF BELIEFS ABOUT !PPLE AND THE -AC THAT
MAKE SENSE OF THE WORLD OF TECHNOLOGY )T 2%3522%#4)/. THE RETURN TO !PPLE
ALSO IMPARTS THE COMMUNITY WITH A QUASI
RELIGIOUS CHARACTER 4(% "//. 4(!4 2%34/2%3 4(% 7/2,$
THE I-AC AND SUBSEQUENT HIT PRODUCTS
)N THE MONOGRAPH "ELK ARGUES THAT 3TEVE
*OBS IS REVERED AS A DEITY WITH THE POWER "ELK NOTED THAT *OBS IS OFTEN PORTRAYED AS
TO CREATE OR DESTROY !PPLES hCORPORATE SAINTLY AND ASCETIC (E DRAWS NO SALARY
MYTHOLOGYv PORTRAYS HIM AS A hSAVIORv AND HE IS A NONSMOKING VEGAN "ELK SAID
*OBS LIFE STORY IN FACT ADHERES CLOSELY -AC USERS HAVE A LOVE
HATE RELATIONSHIP
TO THE CLASSIC HEROIC ADVENTURE MYTHS DELINEATED BY *OSEPH WITH *OBS (E CAN BE A VISIONARY OR A DESPOTIC TYRANT
#AMPBELL "ELK NOTED *UST LIKE THE LEGENDS OF /DYSSEUS *ASON
+RISHNA OR #HRIST THE *OBS MYTHOLOGY CONTAINS THE SAME KEY 7HILE CONDUCTING THE INTERVIEWS FOR THE VIDEO "ELK SAID HE
ELEMENTS NOTICED HOW -AC USERS FREQUENTLY REFERRED TO THE COMMUNITY
AS RELIGIOUS IN CHARACTER -AC USERS TALK ABOUT hEVANGELIZINGv
4(% #!,, 4/ !$6%.452% JOINING THE (OMEBREW #OMPUTER #LUB THE PLATFORM BEING hPERSECUTEDv FOR USING A -AC IN A 7INDOWS
DOMINATED WORLD AND THE hSACRIlCESv THEY MAKE FOR THEIR
! (%,0%2 3TEVE 7OZNIAK CHOICE OF COMPUTER h)T WAS AN ANALOGY THAT OCCURRED TO THEM
BEFORE v HE SAID h)T REALLY STRIKES A CHORDx 4HEYRE IN A MINOR
! 7/.$2/53 */52.%9 THE EXPLOSIVE GROWTH OF THE EARLY ITY AND THEYRE SUFFERING FOR THEIR BELIEFS 4HERES A FEELING OF
0# INDUSTRY MARTYRDOM THAT HAS BEEN CULTIVATEDv
42)!,3 COMPETITION FROM )"- AND FAILURES LIKE THE ,ISA AND "ELK SAID -AC USERS OFTEN INVOKE MORAL REASONS FOR THEIR CHOICE
!PPLE ))) OF MACHINE 4O SOME ITS NOTHING LESS THAN GOOD VERSUS EVIL "ILL
'ATES AND -ICROSOFT ARE SATANIC THE hEVIL EMPIRE v MOTIVATED
SOLELY BY PROlT !PPLE ON THE OTHER HAND IS DRIVEN TO CREATE
INNOVATIVE TECHNOLOGY h)D RATHER FOLLOW A CAUSE THAT HAS A STORES TO ACT AS VOLUNTEER SALESPEOPLE IN THE HOPE OF CONVERTING
NOBLE UNDERTAKING THAN ONE THAT IS MERCENARY v ONE INTERVIEWEE NONBELIEVERS
TOLD "ELK
%VEN -AC USERS DESCRIBE THE COMMUNITY AS A CULT 2ODNEY
!PPLES MARKETING DEPARTMENT WORKS HARD TO FOSTER THE DEVO
,AIN A POPULAR ONLINE COLUMNIST NOTED THE -AC COMMUNITY IS
TION OF ITS FOLLOWERS "ELK SAID 4HE CORPORATE MYTH OF THE INSULAR POLARIZED ELITIST AND PREOCCUPIED WITH RECRUITING NEW
COMPANYS FOUNDINGTWO GUYS IN A GARAGERESONATES WITH MEMBERS h4HE -AC COMMUNITYSOME OF US ANYWAYEXHIB
BIBLICAL OVERTONES h)TS A MIRACULOUS BIRTH IN HUMBLE SURROUND
ITS CHARACTERISTICS OF CULT BEHAVIOR v HE WROTE h2EAD SOME OF
INGS v "ELK SAID 4HE !PPLE LOGO IS ANOTHER BIBLICAL REFERENCE THE -AC
RELATED MAILING LISTS 3OMETIMES YOULL CRINGE AT THE
"ELK SAID !PPLE EMPLOYED A CHIEF EVANGELIST 'UY +AWASAKI FANATICISM +EEP IN MIND THAT ) AM A -AC FANATIC MYSELF )
WHOSE JOB WAS TO BRING hGOOD NEWSv TO THE -AC CONGREGATION SHOULD KNOW ONE WHEN ) SEE ONEv
VIA THE %VANGE,IST MAILING LIST !T ONE POINT +AWASAKI ATTENDED
"ILLY 'RAHAMS SCHOOL OF EVANGELISM $AVE !RNOTT AUTHOR OF #ORPORATE #ULTS SAID THE -AC COMMU
NITY SHOWS SIGNS OF CULTLIKE DEVOTION -AC USERS ARE COMPLETELY
"ELK SAID SOME -AC USERS WERE MORE EXTREME THAN OTHERS AND DEDICATED TO THE PLATFORM THEY ARE ISOLATED FROM THE MAIN
MANY PROJECTED THEIR OWN hCLOSET FANATICISM v IN "ELKS WORDS STREAM AND IN 3TEVE *OBS THEY HAVE A CHARISMATIC LEADER
ONTO OTHERS PERCEIVED AS MORE ZEALOUS (OWEVER "ELK SAID ALL h3OME ;-AC USERS= SEEM TO HAVE MADE AN IRRATIONAL DECISION
THE INTERVIEWEES REPEATED THE SAME IDEAS WHICH TOLD "ELK THEY TO STAY WITH THE SYSTEM WHEN PERHAPS THEY SHOULD HAVE NOT v
SHARED COMMON BELIEFS HE SAID h4HATS CULTLIKE DEVOTIONv !RNOTT NOTED THAT MANY CULT
MEMBERS FEEL BESIEGED AND THAT EXTERNAL PRESSURE LEADS TO
4HE -AC COMMUNITY MAY RESEMBLE A CONGREGATION BUT IS IT A GREATER GROUP COHESION 4HIS IS TRUE OF -AC USERS WHO FEEL
CULT FULL OF ZOMBIE
LIKE FANS SLAVISHLY DEVOTED TO !PPLE AND ALL UNDER CONSTANT THREAT FROM -ICROSOFT
ITS WORKS 7OULD -AC FANS QUAFF POISONED +OOL
!ID IF 3TEVE
*OBS COMMANDED IT 4HE PRESS CERTAINLY THINKS SO !PPLE IS "UT !RNOTT SAID THE -AC IS CERTAINLY NOT A CULT $EVOTION TO THE
CONSTANTLY REFERRED TO AS A hCULT BRAND v AND -AC USERS AS THE -AC IS NO DIFFERENT THAN DEVOTION TO A CAR OR A HOBBY LIKE ROLL
hCULT OF -ACv ERBLADING h7E ARE ALL CULTED TO SOME EXTENT v HE SAID h"UT HOW
CULTED ARE WE )TS A QUESTION OF COMMITMENT )M COMMITTED TO
!UTHOR $OUGLAS 2USHKOFF SAYS THE -AC COMMUNITY HAS ALL MY CAR "UT ) WOULD GIVE IT UP )T DEPENDS ON THE DEPTH OF THE
THE HALLMARKS OF A CULT (E DEVOTED A CHAPTER TO THE CULT OF COMMITMENTv
-ACINTOSH IN A RECENT BOOK #OERCION 7HY 7E ,ISTEN TO 7HAT
h4HEYv 3AY !CCORDING TO 2USHKOFF -AC USERS PERCEIVE THEM
3TEVE (ASSAN A CLINICAL PSYCHOLOGIST AUTHOR AND CULT EXPERT
SELVES AS A PERSECUTED MINORITY A TELLTALE CULT TRAIT !ND THE AGREED h4HERES DElNITELY A CULT OF -AC OUT THERE v HE SAID
LINE BETWEEN SELF
IMAGE AND THE !PPLE BRAND IS OFTEN BLURRED h) GUESS ) COULD BE CALLED A MEMBER OF THAT GROUP )M ALSO A
-AC USERS WORK ON -ACS THEIR FRIENDS WORK ON -ACS THEY WEAR MEMBER OF THE CULT OF BICYCLES SCUBA DIVING AND A FEW OTHER
!PPLE
LOGO SHIRTS AND THEY DRIVE CARS SPORTING !PPLE STICKERS THINGS ) CARE ABOUT !S LONG AS ITS NOT DESTRUCTIVE ITS A HEALTHY
AFlLIATIONv
h4HE -AC LIKE ANY CULT PRODUCT IS SEEN AS A WAY FOR A PERSON TO
BECOME MORE WHO THEY ARE v 2USHKOFF WROTE IN AN EMAIL h,IKE "UT (ASSAN A MEMBER OF THE -OONIES DURING THE S
A (ARLEY HELPS IDENTIFY A BIKER MORE THAN ANY OF THE @RICE
EATERS WHO HAS DEPROGRAMMED MEMBERS OF DESTRUCTIVE CULTS WAS
THAT THE MAJORITY RIDE A -AC HELPS A PERSON CREATE A SENSE OF QUICK TO POINT OUT THAT TRUE CULTSLIKE $AVID +ORESHS "RANCH
INDIVIDUATION !T LEAST IN IMAGE IF NOT IN REALITYv $AVIDIANSARE AUTHORITARIAN HAVE A PYRAMID STRUCTURE AND
PRACTICE BEHAVIOR MODIlCATION AND MIND CONTROL h4HERE IS A
&OR 2USHKOFF THE CLEAREST SIGN IS THE DONATION OF TIME AND VAST DIFFERENCE BETWEEN THE -AC CULT AND A DESTRUCTIVE CULT v
ENERGY TO SELL COMPUTERS ON !PPLES BEHALF 2USHKOFF WAS (ASSAN SAID h4HERES A CONTINUUM FROM HEALTHY TO DESTRUCTIVE
AMAZED TO DISCOVER THAT -AC ENTHUSIASTS WENT TO COMPUTER )F EVERYONE NEEDED TO DRESS LIKE 3TEVE *OBS TALK LIKE 3TEVE
*OBS AND THINK LIKE 3TEVE *OBS YOUD HAVE A CULTv
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&OR THEIR PART MEN ARENT THREATENED BY -ACS BECAUSE THEYRE
NOT SEXUAL RIVALS 4HEYRE MORE OF A FEMALE HELPER h&OR MEN
&OR SOME PSYCHOLOGISTS AND ANTHROPOLOGISTS HUMAN SOCIAL IT FEELS LIKE A COURTSHIP WITH THE COMPUTER v -ILLER SAID h4HEY
INSTINCTS ARE KEY TO -AC LOYALTY *UST AS ANIMAL LOVERS ANTHROPO ARE GENTLEMANLY PROTECTIVE 4HE ;7INDOWS= 0# IS A MASCULINE
MORPHIZE THEIR PETS -ACS USERS ASSOCIATE HUMAN CHARACTERISTICS DEVICE 7HY DO ) WANT A SEXUAL RIVAL ON MY DESKTOP RATHER THAN
WITH THEIR MACHINES A FEMININE SERVANT v
'EOFFREY -ILLER AN EVOLUTIONARY PSYCHOLOGIST AT THE 5NIVERSITY -ILLER IS THE AUTHOR OF 4HE -ATING -IND (OW 3EXUAL #HOICE
OF .EW -EXICO SAID THE mAT
PANEL I-AC FOR EXAMPLE TRIGGERS 3HAPED THE %VOLUTION OF (UMAN .ATURE AND HE IS RESEARCH
A FOSTERING RESPONSE BECAUSE IT RESEMBLES AN INFANT )N PSYCH ING THE IMPACT OF EVOLUTIONARY PSYCHOLOGY ON MARKETING AND
TALK ITS NEOTENOUS )T HAS CHILDLIKE FEATURES LIKE THE BIG
EYED CONSUMER BEHAVIOR
CHARACTERS IN *APANESE ANIME h4HE NEW I-AC HAS THE ESSENTIAL
FEATURES OF A BABY THAT NEEDS NURTURING v HE EXPLAINED h! BIG #LINICAL PSYCHOLOGIST 2OSS 'OLDSTEIN SAID -ACS ARE UNCON
HEAD WITH A FRAIL NECK AND BODY 4HESE ARE ALL THE CUES A HEALTHY SCIOUSLY PERCEIVED AS SOMETHING LIKE AN OLDER BROTHERA
HUMAN INFANT MIGHT GIVE )T SAYS @)VE GOT A BIG BRAIN SO )M LITTLE BIT NERDY PERHAPS BUT ALSO COOL FRIENDLY AND INTUITIVE
WORTH TAKING CARE OF BUT )VE GOT A LITTLE NECK SO ) NEED NURTUR
-ICROSOFT ON THE OTHER HAND IS MORE PATERNAL A RIGID COLD
ING $ONT ABANDON ME FOR A $ELL 0# )T TAPS INTO A RESPONSE THE FATHER lGURE h;!PPLE= INTRODUCED A SENSE OF PLAY TO COMPUT
SAME WAY A HEALTHY BUT NEEDY INFANT DOESv ING v 'OLDSTEIN SAID h-ICROSOFT IS DEMANDING DISCIPLINED
AND ALSO FUCKED UP )T GIVES THE EXPERIENCE OF BEING UNDER THE
-ACS ARE ALSO GENERALLY VIEWED AS hWARMv AND hFRIENDLY v AND THUMB 4HERES THIS RELATIONSHIP WITH THE TWO BRANDSv
BECAUSE OF THIS PEOPLE ENTER INTO SOCIAL RELATIONSHIPS WITH
THEM -ILLER SAID h0EOPLE DONT RANK THEIR FRIENDS OBJECTIVELY 'OLDSTEIN SAID AN ELEMENT OF hIMPRINTINGv MAY ALSO BE PRESENT
OR SCRUTINIZE THEIR GOOD AND BAD TRAITS THEY SIMPLY ACCEPT IN PEOPLES RELATIONSHIPS WITH THEIR -ACS $ISCOVERED BY ANIMAL
THEM FAULTS AND ALL v HE SAID h!PPLE ISNT JUDGED BY PERFOR
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