The Cult of Mac (Paperback edition)

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/" 4O MY WIFE 4RACI AND CHILDREN .ADINE -ILO /LIN AND ,YLE

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Ê"9
/9 4HERE ARE  MILLION PEOPLE AROUND THE WORLD WHO USE -ACINTOSH COMPUTERS ACCORDING TO !PPLE "UT UNLIKE ORDINARY PERSONAL COMPUTERS PEOPLE DONT SIMPLY USE -ACSˆTHEY 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 CRACK
v -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 SIASTSˆAS A GROUPˆARE 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 LOYAL4HE 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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Ê1- ,]Ê/"" 7HY ARE -ACINTOSH USERS SO DOGGEDLY LOYAL TO !PPLE !SK THE EXPERTS SEE #HAPTER  AND THEYLL SAY -AC USERS HAVE A PSYCHOSEXUAL BOND WITH THEIR MACHINES OR THAT THE COM MUNITY RESEMBLES A NEW AGE RELIGION 4HEY MAY ALSO SUGGEST THAT USERS TREAT THEIR -ACS MORE LIKE BABIES OR FRIENDS THAN LIKE COMPUTERS AND THAT THE COMMUNITY ITSELF AND !PPLES BRAND MAY BE MORE IMPORTANT THAN THE COMPANYS PRODUCTS "UT LIKE MOST OTHER -AC USERS ) BELIEVE THE -AC IS THE BEST COMPUTER OUT THERE ) DO NOT THINK OF MYSELF AS PART OF A CULT A QUASI RELIGIOUS COMMUNITY OR A WEIRD TECHNO FETISH RING ! FEW YEARS AGO ) BOUGHT AN I-AC ) DIDNT NEED IT ) ALREADY HAD THREE GOOD COMPUTERS ) JUST WANTED IT ) DIDNT TELL MY WIFE UNTIL IT WAS TOO LATE FOR HER TO NIX IT ) WAS IN THE DOGHOUSE FOR WEEKS ! YEAR LATER ) BOUGHT ANOTHER NEWER I-AC 4HEN ) BOUGHT AN I"OOK 4HAT BROUGHT MY COMPUTER TALLY TO SIX ) DIDNT NEED MORE THAN ONEˆAND ) COULDNT REALLY AFFORD THEMˆBUT ) WAS UNABLE TO RESIST ) AM OBSESSED WITH -ACS %VERY TIME !PPLE COMES OUT WITH SOMETHING NEW ) WANT IT -Y GOD ) WANT IT BAD 7HY )TS NOT EASY TO SAY )M NOT OBSESSIVE ABOUT ANYTHING ELSE #ARS CLOTHES POWER TOOLSˆTHEY LEAVE ME COLD "UT WITH -ACINTOSH ) CANT GET ENOUGH 0ART OF IT IS DESIGN !PPLES PRODUCTS LOOK GREAT9OU WANT TO TOUCH THEM FEEL THEM CARESS THEM )TS NOT SEXUAL BUT IT IS SENSUAL 0ART OF IT IS INNOVATION !PPLE COMES OUT WITH SOME COOL STUFF 4HE COMPANY MAKES THINGS EASY THAT WERE ONCE A PAINˆPUTTING PICTURES ON THE 7EB CONNECTING TO A WIRELESS NETWORK LOADING THOUSANDS OF SONGS ONTO A PORTABLE MUSIC PLAYER

0ART OF IT IS FAMILIARITY ) GREW UP USING -ACS ) KNOW MY WAY AROUND ) STILL REMEMBER THE MAGIC OF PLAYING WITH -AC0AINT FOR THE FIRST TIME "UT A BIG PART OF IT IS SUBCONSCIOUS 3OMEHOW !PPLES PRODUCTS STIMULATE DESIRE 0ERHAPS THE MACHINES TAP INTO SOME PRIMEVAL MAGPIE LIKE ATTRACTION TO BRIGHT SHINY OBJECTS A UNIVERSAL TIME LESS URGE TO OWN NICE THINGS )TS NOT UNLIKE SEX 9OURE SMITTEN AND YOUVE GOT TO HAVE IT /NCE YOU DO THE ARDOR FADES "UT NEVER MINDˆREGULAR AS CLOCKWORK THE NEXT THING OUT OF !PPLE REIGNITES THE YEARNING 4HE DESIRE IS SUBCONSCIOUS BUT IT IS RATIONALIZED 9OU SAY TO YOURSELF h-Y WIFE WILL GO BANANAS BUT A NEW I"OOK WOULD BE PERFECT FOR TAKING THE KIDS TO THE PARK9EAH IF ) COULD WORK AT THE PARK ) COULD EARN THE EXTRA MONEY TO COVER THE COMPUTERv 4HERE ARE LOTS OF ADVANTAGES TO USING A -AC MOST OF WHICH -AC USERS ALREADY KNOW ABOUT 4HEYRE BETTER BUILT BETTER DESIGNED 4HEY LAST LONGER 4HEY RARELY FALL PREY TO VIRUSES "UT PERHAPS THE BIGGEST ADVANTAGE IS ONE THATS RARELY ACKNOWL EDGED 9OU GET TO JOIN A HIGHLY CREATIVE KNOWLEDGEABLE AND SUPPORTIVE COMMUNITY -AC USERS CAN BE EXTREMELY COOL )TS A LIFESTYLE THING -AC USERS TEND TO BE LIBERAL FREE THINKING COUNTERCULTURE 4HEY DRESS WELL LOOK GOOD AND HAVE DISCERNING TASTE IN .EW 9ORK 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 -YRIAD 7EB SITES HELP YOU FIND SOLUTIONS TO PROBLEMS POINTERS TO THE BEST DEALS AND GREAT FREEWARE OR SHAREWARE -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 OF THE WORLDS MASS MEDIAˆBOOKS MAGAZINES MOVIES MUSIC 7EB SITESˆIS MADE ON -ACS ! LOT OF HIGHLY CREATIVE PEOPLE FIRE UP THEIR -ACS EVERY DAY TO SHAPE OUR CULTURE -OST OF THE STORIES IN THIS BOOK ARENT ABOUT THE CLEVER THINGS PEOPLE CREATE WITH THEIR -ACSˆ!PPLE COVERS THAT IN ITS MARKET ING 4HE STORIES ARE ABOUT GRASSROOTS -AC CULTUREˆTHE KIND OF THING -AC USERS DO TO SHOW THEIR LOYALTY TO !PPLE AND THE -AC PLATFORM 4HEY ARE ABOUT !PPLE TATTOOS PAPER -ACS -AC AQUAR IUMS INTERFACE TWEAKERS SONGS ABOUT -ACS AND PEOPLE WHO SPEND THEIR WEEKENDS VISITING !PPLES STORES 4HEY ARE ABOUT THE CULTURE SURROUNDING THE -ACINTOSH THE #ULT OF -AC 3OME OF THE PEOPLE IN THESE STORIES ARE EXTREMELY DEVOTED TO THE -AC (OWEVER ) SUSPECT A LOT OF -AC USERS ARE LIKE ME 9OU THINK YOURE NOT AS ZEALOUS BUT YOU RECOGNIZE AND UNDERSTAND THE DEVOTION 4HIS CHAPTER TELLS SOME TALES OF FELLOW -AC USERS WHO ARE JUST LIKE YOU AND ME %XCEPT WELL THEYRE NOTHING LIKE YOU OR ME "UT MAYBE YOULL RECOGNIZE THE DEVOTION


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, / Ê*"9 #AR THIEVES BREAK INTO VEHICLES FOR ALL SORTS OF REASONS )N SOME INNER CITY NEIGHBORHOODS A THIEF WILL SMASH A WINDOW FOR A DIME "UT 3HANNON /KEY HAS ONE OF THE MORE OFF THE WALL VEHICLE THEFT STORIES 3OMEONE BROKE INTO HER CAR TO STEAL HER !PPLE WINDOW STICKER

/KEY A WRITER WHO LIVES IN THE TRENDY DISTRICT OF 3OMERVILLE -ASSACHUSETTS NEAR (ARVARD 3QUARE AWOKE ONE MORNING IN -AY TO FIND THAT HER CAR HAD BEEN BROKEN INTO h3OME MALAD 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 TAKE ANYTHING OF VALUE .OOO4HAT SCOUNDREL BROKE MY WINDOW TO STEAL MY !PPLE STICKER
v /KEYS STICKER WAS AN OLDER WINDOW CLING DECAL THE CLASSIC RAIN BOW STRIPED KIND )T WAS STUCK ON A REAR QUARTER WINDOW ! 'AP SHOULDER BAG WAS ALSO STOLEN CONTAINING A COPY OF 4HE "OSTON $OG ,OVERS #OMPANION AMONG OTHER THINGS BUT /KEY FOUND IT LATER IN A TRASH CAN UP THE STREET 4HE ONLY THING SHE NEVER RECOVERED WAS THE DECAL /KEY HAS A REPLACEMENT BUT DARES NOT PUT IT IN THE CAR h) DONT WANT TO RISK LOSING MY LAST S !PPLE DECAL v SHE SAID h)T BROKE MY HEART BECAUSE IT ISNT SOMETHING ) CAN REPLACEv 4HATS NOT QUITE TRUE !PPLE DECALS AS OLD SCHOOL AS THE ONE STOLEN FROM /KEYS CAR CAN BE FOUND FOR A FEW DOLLARS ON E"AY 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 COMPANY STARTED THE PRACTICE IN THE LATE S WITH THE !PPLE )) AND CONTINUED IT THROUGH THE !PPLE ))) AND THE -ACINTOSH LINE $URING THE MID S !PPLE PROVIDED BOXFULS OF DECALS TO ANYONE WHO ASKED )T LATER DROPPED THE RAINBOW MOTIF WHEN IT CHANGED ITS CORPORATE LOGO TO A SOLID COLOR WHICH WAS RED FIRST AND IS NOW WHITE

&RED $AVIS FORMER EDITOR IN CHIEF OF -AC5SER MAGAZINE SAID THE IDEA OF PUTTING A WINDOW DECAL AS OPPOSED TO A SOLID STICKER IN EVERY COMPUTER BOX WAS VERY CLEVER BECAUSE IT ENCOURAGED PEOPLE TO STICK IT SOMEWHERE PUBLIC )T WAS ALSO AT LEAST IN THE EARLY DAYS AN EMBLEM OF COOL h,IKE THE 67 THE !PPLE )) WAS THE @6OLKS COMPUTER v $AVIS SAID h4HE EARLY !PPLE USERS WERE THE HIPPIES AND FREAKS AS OPPOSED TO BUSINESSPEOPLE WHO WERE IN THE )"- 0# OR #0- CAMPS 3O THE RAINBOW STICKER BECAME A BADGE OF HIPNESS HONOR SIGNIFY ING THAT YOU WERE SMART ENOUGH AND COOL ENOUGH TO HAVE A PERSONAL COMPUTER .OW THAT THEYRE UBIQUITOUS AND THEY COST A LOT LESS ITS HARD TO IMAGINE A TIME WHEN IT WAS AS MUCH OF A BIG DEAL BUT TO !PPLE USERS IT WASNT JUST A BIG DEAL IT WAS A SOCIAL POLITICAL CULTURAL STATEMENTv 4HE DECALS WERE SO ATTRACTIVE IN FACT THAT ONE INDEPENDENT SOFTWARE DEVELOPER ASKED CUSTOMERS TO SEND HIM !PPLE STICKERS INSTEAD OF MONEY !USTRALIAN PROGRAMMER 'ARY $RURY RELEASED HIS -AC#HANGE UTILITY A FEW YEARS AGO UNDER A h3TICKER7AREv LICENSE A VARIATION ON SHAREWARE THAT REQUESTED STICKERS INSTEAD OF CASH h!PPLE STICKERS LOOKED COOL AT THE TIME AND WERE EXTREMELY 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 AN ENVELOPE AND SEND OVERv $RURY NOW A SOFTWARE DIRECTOR AT $IGITAL 6OODOO ADDED THAT THE UTILITY WAS ONLY WORTH  AND !USTRALIAN BANKS CHARGED  TO CASH OVERSEAS CHECKS (E RECEIVED A FEW DECALS BUT NOT MANY h3EVERAL PEOPLE WROTE 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

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/VER THE YEARS THE STICKERS HAVE BEEN A MARKETING COUP FOR !PPLE )TS ALMOST GUARANTEED THAT PROUD OWNERS OF BRAND NEW -ACS WILL AFFIX A DECAL ON THEIR CAR BOAT BIKE SKATEBOARD OR STOREFRONT WINDOW )N FACT AN !PPLE STICKER IS OFTEN THE FIRST THING PEOPLE STICK ON A NEW CAR /WNERS OFTEN PEEL STICKERS FROM THEIR OLD VEHICLES AND TRANSFER THEM TO NEW ONES *OHN 3PRINGER SAID IT WAS THE EMBELLISHMENT HE MADE TO THE NEW 67 "EETLE HE BOUGHT IN  h) GOT MY NEW "UG A FEW DAYS BEFORE THE I-AC WENT ON SALE v HE REPORTED IN A 5SENET POST h4HE FIRST THING ) DID TO IT WAS PUT A BIG OLD SEVEN COLOR !PPLE STICKER IN THE REAR WINDOW !ND THEN ) DROVE IT TO #OMP53! ON !UG  PARKED OPPOSITE THE FRONT DOOR SO EVERY ONE WOULD HAVE TO LOOK AND WENT IN AND GOT MY I-ACv 4HERE IS ALSO A SURPRISING NUMBER OF PEOPLE WHO USE 7INDOWS 0#S BUT PUT !PPLE STICKERS ON THEM *ENNIFER /ZAWA REPORTED IN HER ONLINE JOURNAL THAT THE FIRST THING HER HUSBAND DID WITH HIS NEW 3ONY 6AIO WHICH RUNS 7INDOWS WAS STICK AN !PPLE DECAL ON IT 4HERE ARE SIMILAR REPORTS OF PEOPLE PUTTING !PPLE STICKERS ON 0ALM0ILOTS 7INDOWS DESKTOPS AND ALL KINDS OF ELECTRONIC GEAR FROM 46S AND STEREOS TO ELECTRIC GUITARS 4HE STYLISH !PPLE LOGO LENDS GADGETS AN AIR OF GEEK CHIC EVEN IF THEY ARENT !PPLE PRODUCTS ! DESIGNER FROM #HICAGO WHO USED A 7INDOWS 0# 0AUL -C!LEER DECORATED HIS CAR WITH AN !PPLE STICKER BEFORE HE EVEN BOUGHT A -AC h4HE BIG THING FOR ME THOUGH WAS PUTTING 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 THING )T STILL KINDA ISv





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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 TERSˆIN 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! NDBOESFX!HPU!IJT!NBD!NBD! JMMJOPJT!MJDFOTF!QMBUF!CFDBVTF! PG!IJT!TVSOBNF!)FWFSZPOF!DBMMT! IJN!NBD*
!CCORDING TO &LASKAMP EVERY -AC USER WITH A CAR PUTS A STICKER ON IT &LASKAMP A  YEAR OLD PRINT TECHNICIAN FROM "IELEFELD 'ERMANY GOT THE IDEA FOR HIS SITE AFTER MOVING TO A NEW APARTMENT (E ALWAYS LIKED TO SPOT OTHER -AC USERS WHILE OUT DRIV ING AND WAS DELIGHTED TO NOTICE THERE WERE HALF A DOZEN !PPLE CARS OR !PFEL AUTOS IN HIS NEW NEIGHBORHOOD h) WAS VERY HAPPY ABOUT THE GOOD SURROUNDINGS v HE SAID (E DECIDED TO HONOR THIS AUTOMOTIVE BONDING WITH A DEDICATED 7EB SITE

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4HE SITE IS SET UP TO LET PEOPLE SUBMIT PICTURES OF THEIR !PPLE BRANDED VEHICLES4HE SELECTION INCLUDES CARS AND MOTORBIKES OF EVERY KIND ALL PROUDLY DISPLAYING AN !PPLE STICKER IN THE BACK WINDOW OR STUCK SOMEWHERE TO THE VEHICLES REAR

4HOUGH MOST OF THE CONTRIBUTORS HAIL FROM 'ERMANY h#ARS MIGHT BE A 'ERMAN OBSESSION v &LASKAMP NOTED HES RECEIVED PICTURES OF !PPLE CARS FROM ALL OVER THE WORLD 3OME PEOPLE SEND SOME UNUSUAL IMAGES h0EOPLE OFTEN SEND TRASH v HE COMPLAINED h0HOTOSHOP TRASHˆHORSES WITH !PPLE LOGOSˆOR CARS WITHOUT STICKERS OR HIDDEN STICKERS OR CRASHED CARS /NE GUY SENT ME A PICTURE OF HIS WIFE
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,OTS OF MUSIC IS MADE ON THE -ACINTOSH BUT THERES NOT A LOT OF MUSIC MADE ABOUT THE -ACINTOSH *OHN 3WERDANS MUSIC IS A NOTABLE EXCEPTION (E HAS RECORDED AN ENTIRE ALBUM OF SONGS INSPIRED BY HIS -AC 3WERDAN AN ELEMENTARY SCHOOL TEACHER FROM ,AFAYETTE #ALIFORNIA CUT AN ALBUM OF POP FOLK SONGS CALLED 3TARTUP3OUNDS 4HE THEMES ARE LIFE LOVE ART AND NATURALLY -ACINTOSH COM PUTERS h)N THE EARLY S GROUPS LIKE THE "EACH "OYS SANG PASSIONATELY ABOUT SURFING AND HOT RODS v HE SAID h) FEEL JUST AS STRONGLY ABOUT COMPUTERSv

3WERDAN FELT SO STRONGLY THAT HE WROTE AND RECORDED NINE SONGS ABOUT -ACS OVER A PERIOD OF THREE YEARS 4HE SONGS INCLUDE h3TARTUP(ARD $RIVE v h1UICKDRAW "ILL v AND h0OOR 3AD -ACv h0OOR SAD -AC BORN IN A PLASTIC AGE v 3WERDAN SINGS h! TIME WHEN THE WORLD STILL THOUGHT IN BEIGE #RAFTED AND MOLDED JUST LIKE A PIECE OF ART !N ORPHAN ABANDONED )TS ENOUGH TO BREAK YOUR HEARTv 3WERDAN WHO PLAYS ALL THE INSTRUMENTS RECORDED MOST OF THE ALBUM AT HIS SCHOOLS COMPUTER LABˆON -ACS OF COURSE (E EVEN USED AN I-AC BOX AS A KICK DRUM (E COULDNT AFFORD A REAL DRUM 4HE ALBUM IS THE MELDING OF THREE PASSIONS 3WERDAN EXPLAINED SONGWRITING -ACINTOSHES AND AN ARDOR FOR ODDBALL VINYL h)VE BEEN COLLECTING STRANGE ,0S FOR SEVERAL YEARS v HE SAID h4HINGS LIKE 7ILLIAM 3HATNER @SINGING  OR DOG TRAINING ,0S RECORDS BY HYPNOTISTS TAXI DRIVERS AND FOLK SONGS ABOUT OUTER SPACE ) WAS THINKING IT WOULD BE FUN TO THROW TOGETHER A COLLECTION OF FOLK SONGS ABOUT COMPUTERSv

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4HE #$ IS ON SALE AT 3WERDANS 7EB SITE FOR  POSTAGE INCLUDED (ES SOLD A FEW COPIES HAS APPEARED ON 4ECH46 AND IS STARTING TO PLAY LIVE AT LOCAL VENUES h)TS PRETTY GOOD VERY FOLKSY v SAID "RUCE %VANS WHO RUNS THE -ACINTOSH DEVOTED 'EEK #ULTURE 7EB SITE h) THINK HE DOES A FINE JOB AT CAPTURING THE LOVE BETWEEN A BOY AND HIS -AC 2EMINDED ME OF A BAND CALLED THE #IRCLE FROM THE S ) LIKE THE SONG ABOUT 1UICKDRAW "ILL 4HOUGHT IT WAS A GREAT IDEA FOR A SONGv 3WERDAN MAY BE ALONE IN RECORDING AN ENTIRE ALBUM INSPIRED BY -ACS BUT THERE ARE OTHER -AC INSPIRED MUSICIANS !NDREW 4OKUDA AKA $IGITAL $ROO CUT AN ALBUM OF HOUSE MUSIC CALLED 4HE -AC!DDICT 9EARS &AMOUS MUSICIANS WHO ARE ALSO -AC FANS INCLUDE 4RENT 2EZNOR "JÚRK AND $E ,A 3OUL WHO USED AN !PPLE STARTUP CHIME AT THE BEGINNING OF A RECENT ALBUM *ANET *ACKSON ALSO USED A -AC STARTUP SOUND IN ONE OF HER SONGS -OST MENTIONS OF h-ACSv IN RAP MUSIC ARE TO "IG -ACS -AC $ADDIES AND THE -!#  A SUBMACHINE GUN FAVORED IN DRIVE BYS "UT A LOT OF RAPPERS ARE ALSO -ACINTOSH USERS AND THEIR FAVORITE COMPUTER OFTEN GETS A SHOUT OUT IN THE LYRICS OF RAP

SONGS 4HE RAP àBERGROUP (IEROGLYPHICS -ETHOD -AN ,IL :ANE THE "EASTIE "OYS AND THE 7U 4ANG #LAN HAVE ALL REFER ENCED -ACS IN THEIR MUSIC 2AP MUSICIANS4HE #OUP HAVE INCLUDED MULTIPLE hSHOUT OUTSv TO -ACS ON THEIR ALBUMS4HE GROUPS SONG h-E AND *ESUS THE 0IMP IN A  'RANADA ,AST .IGHTv FROM 3TEAL 4HIS !LBUM INCLUDES THE LYRIC h-ICROSOFT MOTHERFUCKERS LET BYGONES BE BYGONES BUT SINCE )M -ACINTOSH )M GONNA DOUBLE CLICK YOUR ICONv 4HE "RITISH ROCK BAND 2ADIOHEAD ARE BIG FANS OF THE -ACINTOSH AS WELL 4HE BANDS LEAD SINGER 4HOM 9ORKE USED TO HAVE A GUITAR EMBLAZONED WITH A BIG !PPLE STICKER 2ADIOHEADS  ALBUM /+ #OMPUTER FEATURES AN ENTIRE SONG SUNG BY THE -ACINTOSHS TEXT TO SPEECH SOFTWARE 6ARIOUS -AC GENERATED VOICES AND BEEPS CAN BE HEARD THROUGHOUT THE ALBUM %VEN THE ALBUMS TITLE MAY BE -AC INSPIRED 4HE -ACS BUILT IN SPEECH RECOGNITION SOFTWARE RESPONDS TO THE COMMAND h/+ COMPUTERv AS AN ALTERNATIVE TO CLICKING AN /+ BUTTON ONSCREEN (OWEVER THE MUSIC IS ALL ABOUT TECHNOLOGICAL ALIENATION AND PARANOIA -AYBE 2ADIOHEAD MEMBERS ARENT SUCH BIG -AC FANS AFTER ALL

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2AYMENT  AND HIS TWIN BROTHER !DRIAN FEATURE IN -ATRIX 2ELOADED AS A PAIR OF KUNG FU FIGHTING VILLAINS 4HE MENACING TWINS PLAY ROGUE VIRUSES ROAMING THE -ATRIX IN ALL WHITE ATTIRE AND SILVER DREADLOCKS I"ROTHA FEATURES A MULTICULTURAL CAST OF CHARACTERS INCLUDING "ROTHER )VE AFTER !PPLES LEAD DESIGNER *ONATHAN )VE AND "ROTHER .EWTON !PPLES DISCONTINUED HANDHELD COMPUTER  )T ALSO STARS AN EARLY -ACINTOSH THE + 4HE MOVIE WAS SHOT DURING THE SUMMER IN 7EST AND #ENTRAL ,ONDON 3OME OF THE ACTION TAKES PLACE AT THE h4EMPLE OF -AC v A .ATION OF )SLAMnLIKE PLACE OF WORSHIP )T FEATURES A LOT OF HATS DARK SUITS BOW TIES AND A CRICKET BAT



4HE MOVIE IS THE FIRST BY "ARNES A  YEAR OLD EX MUSIC JOURNAL IST AND IT HAS ALREADY ATTRACTED THE ATTENTION OF ,ONDONS MOVIE INDUSTRY "ARNES HAS SHOWN THE EIGHT MINUTE FILM TO A NUMBER OF PRODUCERS AND HEADS OF MOVIE STUDIOS WHO GAVE IT A WARM RECEPTION h) THOUGHT IT HAD A GREAT PREMISE AND IT WAS GREAT FUN v SAID 2ICHARD (OLMES PRODUCER OF 7AKING .ED $EVINE AND 3HOOTING &ISH h(ES GOT GREAT ENERGY AND DEFINITELY HAS A FUTUREv 7ITH THE BACKING OF THE "RITISH #OUNCIL THE MOVIE WILL SOON START MAKING THE ROUNDS AT FILM FESTIVALS "ARNES PLANS TO SUBMIT IT TO THE 4URNER "AFTA AND #ANNES FESTIVALS "ARNES SAID THE MOVIE EXPLORES THE PASSION -ACS INSPIRE BUT ALSO SHOWS HOW OBSESSIVE THAT PASSION CAN BECOME h) LOVE -ACS BUT THE FILMS ABOUT THE FANATICS v "ARNES SAID h4HOSE WHO GO A STEP TOO FAR 4HE PREMISE IS @7HAT IF -ALCOLM 8 EVANGELIZED -ACS 7OULD HE REALLY 3OME THINK HE WOULDv 4HE MOVIE IS A HUMOROUS WAY TO LOOK AT RACE AND CLASS THROUGH THE METAPHOR OF COMPETING COMPUTER PLATFORMS "ARNES ADDED 4HE MOVIES 7EB SITE IS DEDICATED TO THE MEMORY OF 2ODNEY / ,AIN A POPULAR ONLINE -AC COLUMNIST WHO WROTE UNDER THE I"ROTHA MONIKER ,AIN COMMITTED SUICIDE IN *UNE h2ODNEY WAS A GOOD WRITER AND DECIDED TO TAKE HIS OWN LIFE HALFWAY THROUGH THE PRODUCTION v "ARNES SAID h)TS A MARK OF RESPECT AND A WAY OF SHOWING WERE NOT TAKING ADVANTAGE OF HIS INFAMOUS PASS ING AWAYv ,IKE "ROTHER #OPLAND ,AIN WAS COMMITTED TO PROMOTING THE -AC !LTHOUGH HE HAD A FULL TIME JOB HE WORKED NIGHTS AND WEEKENDS SELLING -ACS AT COMPUTER SUPERSTORES JUST TO GET THE WORD OUT


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(ALLOWEEN HAS GONE HIGH TECH )S THAT %LLEN &EISS THE TEENAGE STAR OF !PPLES 3WITCH CAMPAIGN OR A  POUND JACK O LANTERN 4HESE AMAZING PHOTOREALISTIC PUMPKIN PORTRAITS WERE CREATED BY 3NAGGY AND .ITROZAC THE PAIR WHO RUNS THE POPULAR -AC ORIENTED 'EEK #ULTURE 7EB SITE )N ADDITION TO A LIKENESS OF &EISS THE PAIRS -AC /,ANTERNS FEA TURE !PPLE COFOUNDER 3TEVE 7OZNIAK .EW9ORK4IMES TECHNOLOGY COLUMNIST $AVID 0OGUE AND THE GHOST OF THE h(APPY -AC v THE BELOVED -AC STARTUP SCREEN RECENTLY MURDERED BY !PPLE 4HE BOGEYMAN OF THE BUNCH IS -ICROSOFT #%/ 3TEVE "ALLMER h7HAT WOULD A COLLECTION OF JACK O LANTERNS BE WITHOUT AT LEAST ONE SUPER SCARY FACEv SAID .ITROZAC h4HE OBVIOUS CHOICE WAS 3TEVE "ALLMER )TS DERIVED FROM A SCREEN GRAB FROM HIS SCREAM ING @DEVELOPERS VIDEOv )NSPIRED BY +EITH #OLMANS 0UMPKIN 0ORTRAIT 0AGE 3NAGGY AND .ITROZAC CREATED THE LIKENESSES BY TRACING HIGH CONTRAST PRINT OUTS OF THE SUBJECTS FACES ONTO THE SURFACE OF EACH PUMPKIN 4HE HIGHLIGHTED AREAS OF THE FACE WERE CUT OUT ENTIRELY THE GRAY AREAS SCOOPED OUT HALFWAY AND THE BLACK AREAS LEFT ALONE 4HE RESULT IS A REVERSE BAS RELIEF SCULPTURE THAT EMITS LIGHT FROM THE HIGHLIGHTED AREAS 4HE EFFECT CAN BE STRIKINGLY PHOTOGRAPHIC ESPECIALLY IN &EISSS CASE h4HE REACTION HAS BEEN PHENOMENAL ESPECIALLY TO THE %LLEN &EISS PORTRAIT v SAID 3NAGGYv 0EOPLE ARE AMAZED THAT A CARVED PUMPKIN CAN LOOK SO GOOD AND SOME DONT BELIEVE THEY ARENT RETOUCHED PHOTOS )T IS REALLY QUITE FREAKY AND A LITTLE DISTURBING
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4HE GENERAL MEETING OF 7ASHINGTON !PPLE 0I A -AC USER GROUP COINCIDED WITH THE OPERATING SYSTEMS BIRTHDAY 4O CELEBRATE A GIANT BLUE h8v CAKE WAS DEVOURED )N "ELPRE /HIO !RLEN /WENS BROUGHT A CAKE TO WORK TO CELEBRATE THE BIRTHDAY h4ODAY IS THE FIRST ANNIVERSARY OF THE RELEASE OF -AC /3 8 v /WENS SAID IN AN EMAIL HE SENT TO ABOUT  COWORKERS AT THE WALL COVERING PLANT h0LEASE COME TO THE ENGINEERING DEPARTMENT AND HELP CELEBRATEv /WENS HAD DECORATED THE CAKE WITH h(APPY "IRTHDAY -AC /3 8v IN BLUE ICING (E ALSO PUT UP A HAPPY BIRTHDAY POSTER IN THE PLANTS ENGINEERING OFFICE ALONG WITH SOME PRINTOUTS OF HIS -ACS COMPUTER SCREEN !S USUAL #RAZY !RLO AS HE IS KNOWN ONLINE USED THE OCCASION TO EVANGELIZE THE -AC (E HOPED TO PERSUADE HIS COWORKERS TO SWITCH FROM THEIR HUMDRUM 7INDOWS 0#S TO THE MAGNIFICENT 4ECHNICOLOR WORLD OF THE -AC (E IS CONSTANTLY BENDING THE EARS OF COWORKERS WITH TALK ABOUT WONDERFUL -ACINTOSH COMPUTERS (E EVEN USES HIS FAMILY 7EB SITE AS A SOAPBOX FOR DESCRIBING THE BENEFITS OF -ACS .EXT TO THE 7EB PAGES OF HIS WIFE AND

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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

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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 ASTOUNDINGv 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 MEˆ 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

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7IRELESS MESSAGING WITH OTHERS IN THE QUEUE IS POPULAR ! LOT OF PEOPLE BRING ALONG !IR0ORT EQUIPPED LAPTOPS AND THANKS TO 2ENDEZVOUSˆ!PPLES NETWORKING TECHNOLOGY THAT AUTOMATICALLY DETECTS SIMILARLY EQUIPPED COMPUTERSˆPEOPLE 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;! UIF!TUPSF!NBOBHFS!UISPXT!UIF! EPPST!XJEF!PQFO!UP!B!DIPSVT! PG!SBVDPVT!DIFFST/!XFMDPNF! POF!BOE!BMM"Ê

6ERN 3EWARD A CONTRIBUTING EDITOR FOR THE -AC /BSERVER LIKENED THE STORE OPEN INGS TO THE BIANNUAL -ACWORLD TRADE SHOW h(ANDS WERE SHAKEN BACKS WERE PATTED LAUGHS WERE EXCHANGED IN AN ELECTRIC CHARGED ATMOSPHERE THAT COULD HAVE REMINDED SOME OF BEING AT A KEYNOTE AT A -ACWORLD v HE WROTE h)T WAS A BLAST TO WATCHv

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7HEREAS -ACWORLD GIVES -AC FANS THE OPPORTUNITY TO GATHER IN NUMBERS ONLY TWICE A YEAR THE STORE OPENINGS PROVIDE THE SAME COMPANIONSHIP ONCE A MONTH !T THE FIRST !PPLE 3TORE OPENING IN A SUBURBAN 7ASHINGTON $# MALL IN -AY  THE LINE BROKE INTO A CHANT OF h!PPLE !PPLE v ACCORDING TO PEOPLE WHO WERE THERE

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)N !UGUST  !PPLE HELD SPECIAL LATE NIGHT SALES EVENTS TO PROMOTE THE LAUNCH 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



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) TALKED TO ONE GUY WHO LIVED IN THE RURAL -IDWEST (E WAS THE ONLY -AC USER FOR MILES AROUND %VERY OTHER WEEKEND HE DROVE HIS FAMILY TO A NEWLY OPENED !PPLE 3TORE FOUR HOURS EACH WAY JUST TO HANG OUT WITH OTHER -AC USERS

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.EW 9ORKS MOM AND POP STORE IS 4EKSERVE A GIANT -AC ONLY SALES AND REPAIR SHOP IN -ANHATTANS BUSTLING #HELSEA $ISTRICT 4EKSERVE HAS A DIME SODA MACHINE AND A FOLKSY SIGN BUT THIS IS .EW 9ORK SO THERES ALSO %RIC (UGGINS A BIG SECURITY GUARD WHO WALKS THE FLOOR (UGGINS IS A BIG GUY WITH A GENTLE MANNER AND HE SEEMS PERFECTLY SUITED TO HIS JOB OF FIRMLY CALMING DOWN FRANTIC CUSTOMERS WHOVE LOST IRREPLACEABLE FILES WHEN THEIR COMPUTERS GO BELLY UP h)M HERE FOR WHEN PEOPLE WIG OUT v HE SAID h4HATS MY MAIN PURPOSEv

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!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 GIRLFRIEND4HE .EW 9ORK $AILY .EWS CALLED4EKSERVE hTHE EPICENTER OF -AC CULTURE IN .EW9ORKv 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 OF #OKE FOR A DIME

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! LOT OF PEOPLE OUTSIDE .EW 9ORK KNOW 4EKSERVE FROM ("/S 3EX AND THE #ITY 3ARAH *ESSICA 0ARKERS CHARACTER VISITED THE STORE WHEN HER 0OWER"OOK BROKE DOWN 3HE WAS VISIBLY UPSET 4HE FILMMAKERS USED THE REAL STORE AT AN OLDER LOCATION BUT EMPLOYED AN ACTOR TO PLAY A SURLY TECHNICIAN h7E LIKE TO THINK WERE

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NOT THAT RUDE v SAID COFOUNDER $AVID ,ERNER A TACITURN BEARDED FELLOW WEARING AN OPEN COLLAR SHIRT AND SUSPENDERS

NICIANS AND SALESPEOPLE 2EPAIRS ARE MADE AT THE BACK OF THE BRIGHTLY LIT SPACE

,ERNER SAID A LOT OF CELEBRITIES VISIT THE STORE BUT SHOWED CHARACTERISTIC .EW 9ORK CONTEMPT WHEN ASKED WHO h7E HAVE LOTS OF FAMOUS CUSTOMERS BUT WE DONT TALK ABOUT IT v HE SAID SHARPLY h4HATS FOR THE !PPLE 3TORE v HE ADDED REFERRING TO !PPLES NEWLY OPENED STORE IN DOWNTOWN 3OHO

!S WELL AS MAKING REPAIRS 4EKSERVE SELLS A WIDE RANGE OF NEW !PPLE MACHINES 4HE STORE SEEMED TO BE DOING A HEALTHY TRADE IN !PPLES FLAT SCREEN I-ACS ! COUPLE WERE SEEN BEING CARRIED OUT THE DOOR IN THE ARMS OF #HELSEAS WELL HEELED CUSTOMERS

#ONSCIENTIOUS SERVICE IS A BIG PART OF 4EKSERVES PHILOSOPHY SAID ,ERNER 4ECHNICIANS TAKE TIME WITH CUSTOMERS CAUSING OTHER CUSTOMERS TO WAIT 7HEN IT COMES TO THEIR TURN CUSTOMERS EXPECT TO GET THEIR SHARE OF ATTENTION h)TS KIND OF AN UNVIRTUOUS CIRCLE v ,ERNER SAID h7ERE TRYING TO FIX ITv 4EKSERVE HAS SEEN EVERY KIND OF COMPUTER CALAMITY FROM OVER HEATED MOTHERBOARDS TO MICE NESTING INSIDE A MACHINE h7EVE HAD COMPUTERS WITH ALL KINDS OF ANIMALS INSIDE v ,ERNER SAID 4EKSERVE ONLY CHARGES FOR DATA RECOVERED )TS A SOMEWHAT RISKY STRATEGY ,ERNER ADMITTED BUT HE SAID THEY ARE ABLE TO RECOVER FILES  PERCENT OF THE TIME 4EKSERVE EMPLOYS ABOUT  TECH

4HE STORE IS FULL OF OLD -ACS ON SHELVES AND DISPLAYS 4HE OTHER COFOUNDER $ICK $EMENUS IS A COLLECTOR AND CLAIMS TO HAVE ALMOST THE ENTIRE LINE OF VINTAGE -ACS INCLUDING SOME RARE MACHINES 0ART OF HIS COLLECTION OF VINTAGE RADIOS 46S AND TYPEWRITERS IS ALSO DOTTED AROUND THE STORE "USINESS AT THE STORE IS BOOMING )T MOVED TO ITS NEW LOCATION IN THE SUMMER OF  FROM A FOURTH FLOOR WALKUP ON THE SAME BLOCK )N THE LAST EIGHT YEARS THE STORE HAS MOVED FOUR TIMES TO BIGGER LOCATIONS ON THE SAME BLOCK 4HE PROSPECT OF COMPETING WITH !PPLES NEW FLAGSHIP STORE HTTPWWWAPPLECOMRETAIL SOHO DOESNT OVERLY ALARM ,ERNER h)TS WORRISOME OF COURSE v HE SAID h4HE !PPLE 3TORE TENDS TO SHOWCASE PRODUCTS BUT WE DO A LOT OF SOLUTION SALES 7E SELL THE WHOLE PACKAGEv

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,IKE A TEA CEREMONY THE UNPACKING OF A NEW I-AC TOOK ON SOME DISTINCTLY RITU 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 SMELLˆA CROSS BETWEEN 3TYROFOAM AND NEWLY MOLDED PLASTICˆBUT IT WAS





AMAZING %ACH PIECE CAREFULLY WRAPPED THE $6$S THE SPECIAL GRAY RAG FOR THE SCREEN )TS AS IF 3TEVE *OBS PACKED IT HIMSELF 7E WANTED TO WEAR RUBBER GLOVES WHEN WE UNPACKED IT

h$O WE PUT A LIGHT CLOTH OVER IT AND BE VERY QUIET ) FELT LIKE WE SHOULD GET A BABY MONITOR OR SOMETHINGv "EFORE IT HAD EVEN ARRIVED THE :USCHINS HAD NAMED THEIR NEW I-AC h"OOTSIEv

h,IKE ALL NEW !PPLE GEAR IT BELONGS IN A MUSEUM AND SHOULDNT BE TOUCHED FINGERPRINTS  )M PRETTY SURE ITS AS CLOSE TO SEX AS YOU CAN GET WITH A MACHINE ) MEAN LOOK AT THIS PHOTOv

"ROWELL SAID HE AND HIS WIFE WERE AS KEEN TO SEE THE NEW I-AC AS THE :USCHINS h7E WERE INVITED BECAUSE WE WERE AS EXCITED 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 FROM 4AIWAN

4ORRONE DIRECTOR OF PRODUCT DEVELOPMENT FOR -INNEAPOLIS ADVERTISING AGENCY &ALLON 7ORLDWIDE ORDERED HIS NEW I-AC FROM !PPLES 7EB STORE "EFORE IT ARRIVED HE CHECKED THE STATUS OF HIS ORDER EVERY DAY (E HAUNTED RUMOR SITES AND CHAT FORUMS TO SEE IF OTHER PEOPLE HAD RECEIVED THEIR MACHINES (E EVEN VIS ITED A LOCAL !PPLE STORE JUST TO LOOK AT THE NEW I-ACS ON DISPLAY 7HEN HIS I-AC FINALLY ARRIVED HE TOOK THE DAY OFF WORK h)TS LIKE @SENIORITIS v HE SAID h) COULDNT DO ANYTHING OR EVEN THINK WHEN ) KNEW THE BOX WAS SITTING THERE WAITINGv 4HERE ARE AT LEAST A HALF DOZEN 7EB PAGES DOCUMENTING EVERY STAGE OF THE UNPACKING AND SETTING UP OF A NEW I-AC 4HE PICTURES LIKE AMATEURISH PORN ARE BADLY LIT AND BLURRY !ND THEY FOLLOW A PREDICTABLE SEQUENCE THE UNOPENED BOX THE OPENED BOX UNPACKING THE MOUSE   !ND THEY ALWAYS END WITH THE SAME CLIMACTIC SHOT THE NEW I-AC SITTING ON A DESK 4HE PORN ANALOGY IS APPROPRIATE )N A RECENT FORUM THREAD AT -AC.. ONE POSTER ADMITTED HED RATHER LOOK AT PICTURES OF A PAR TIALLY UNPACKED I"OOK THAN PICTURES OF PARTIALLY UNCLOTHED WOMEN $EAN "ROWELL A 7EB DESIGNER FROM 6IRGINIA WAS INVITED WITH HIS WIFE TO A SETTING UP CEREMONY AT THE HOME OF FRIENDS !NDREA AND $AVID :USCHIN h)T WAS JUST US A BEER OR TWO AND THE ATTEN TION TOTALLY FOCUSED ON THE NEW MACHINE v "ROWELL SAID h)T WAS TRULY NEAT 4HERE IS NO WAY A 0# USER INVITES FRIENDS OVER JUST TO SEE THEIR NEW COMPUTER 4HAT KIND OF EXCITEMENT IS WHOLLY UNIQUE TO -AC CULTURE AND WITH AN ITEM GLOWING WITH PERSONAL ITY LIKE THE NEW I-AC ITS EASY TO FALL IN LOVEv !NDREA AND $AVID :USCHIN SAID THEY FELT LIKE hPROUD PARENTSv WHEN THEY TOOK THE I-AC OUT OF ITS BOX h7E WERENT SURE WHAT TO DO WITH IT WE JUST WANTED TO STARE AT IT v SAID $AVID :USCHIN

4HE :USCHINS DIDNT DOCUMENT THE BIRTH OF "OOTSIE FOR POSTERITY BUT MANY OTHERS HAVE 4HE UNPACKING PHOTO ESSAY WAS PROB ABLY STARTED BY !NDY 'ORE FORMER EDITOR IN CHIEF OF -ACWORLD MAGAZINE )N THE LAST COUPLE OF YEARS 'ORE WROTE A SERIES OF SALIVATING AND SLIGHTLY ECCENTRIC REVIEWS OF !PPLE HARDWARE ACCOMPANIED BY PICTURES OF THE BOX THAT JUST ARRIVED IN THE MAIL THE BOX WITH THE FLAPS OPEN AND SO ON %VEN 3LASHDOT WHICH NORMALLY ADOPTS A COOL STANCE TOWARD -AC USERS IS GETTING INTO THE SPIRIT OF THINGS 4HE SITE RECENTLY POSTED A LINK TO AN UNPACKING SITE 3LASHDOT EDITOR 4IMOTHY ,ORD WHO POSTED THE LINK SAID HE SHARES THE TECHNOLUST HE TAKES PLEASURE IN SEEING OTHER PEOPLE FEVERISHLY UNWRAP THEIR NEW TOYS h)TS MUCH MORE FRUGAL TO EXPERIENCE THESE THINGS VICARIOUSLY v HE WROTE IN AN EMAIL h7HEN THE NEW I-AC IS UNDER   )D LIKE ONE TOOv ,ORD SAID THE NEW I-AC IS NOT THE FIRST PIECE OF HARDWARE TO BE HONORED WITH UNPACKING PAGES (ED SEEN SIMILAR PHOTO SERIES FOR GAME CONSOLES LIKE THE 0LAY3TATION  AND THE 8BOX AND FOR EXPENSIVE GADGETS LIKE DIGITAL CAMERAS ,ORD SAID UNPACKING PICTURES ARE OFTEN POSTED RIGHT AFTER THE GADGETS RELEASE WHEN ITS IN SHORT SUPPLY AND STILL PRICEY h3OMETIMES THESE UNPACKING SITES ARE THE ONLY WAY TO SEE WHAT THE SYSTEMS LOOK LIKE FROM A USER PERSPECTIVE OR TO KNOW WHAT TO REALLY EXPECT IN THE BOX v HE SAID 3OMETIMES THE GOODS BARELY ARRIVE AT ALL 4ATSUAKI 2YUS I-AC UNPACKING PAGE SHOWS WHAT HAPPENS WHEN A COMPUTER IS SHIPPED AT THE BOTTOM OF A PARTIALLY SUBMERGED CONTAINER "UT DESPITE ARRIVING SOAKING WET AND COVERED IN MUD 2YUS I-AC STILL WORKED h"47 THE MACHINE IS SIMPLY AMAZING v 2YU NOTED




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"7 ® $OUG (UMPHREY IS A SUCCESSFUL TECH ENTREPRENEUR WHO OWNS A VERY BIG BOAT )TS NEITHER A YACHT NOR A PLEASURE CRUISER BUT A GUN GRAY WARSHIP !N EX "RITISH .AVY WARSHIP (UMPHREY IS A BIG FRIENDLY GUY (E DOES A LOT OF ENTERTAINING ON HIS WARSHIP (E HOSTS PARTIES AND OFTEN TAKES FRIENDS OUT ON THE #HESAPEAKE "AY WHICH IS NOT TOO FAR FROM HIS HOME IN ,AUREL -ARYLAND AN UPSCALE 7ASHINGTON $# SUBURB (UMPHREY IMPOSES A FEW RULES OF COURSE SEAFARING WOULDNT BE SAFE WITHOUT THEM "UT ONE OF THE STRICTEST AND MOST IDIOSYNCRATIC INVOLVES COMPUTERS (E ALLOWS ONLY -ACS ON BOARD

h7E FORCED EVERYONE TO GO TO -ACS FOR THE DESKTOPS v HE SAID h4HE SUPPORT LOAD DROPPED TO ALMOST NOTHING AND THE ONLY COMPLAINTS WERE FROM PEOPLE WHO COULDNT PLAY GAMES ON THEIR MACHINES ANY LONGER 3O SORRY NO GAMES AT WORK 7E ARE SO MEANv 4HE COMPANY USES 5NIX BEHIND THE CURTAINS "UT ON THE BOAT ITS -ACS ONLY (UMPHREY INSISTS THE REGULATION IS NOT -AC ZEAL OTRY h7E AVOID THE 7INDOWS OPERATING SYSTEM SINCE IT IS SUCH A HUGE SECURITY RISK v HE EXPLAINED h7E DIDNT WANT TO HAVE VIRUSES BLOWING UP SYSTEMS THAT WE DEPEND ON FOR NAVIGATION AND MONITORING ENGINES AND OTHER SYSTEMS !ND SINCE NOTHING 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 WENT ON TO LAUNCH A NUMBER OF OTHER COMPANIES INCLUDING #ORE ,OCATION A KIND OF 7EB HOSTING SERVICE FOR LARGE TELECOM COM PANIES AND #IDERA A BROADBAND VIA SATELLITE SERVICE

(UMPHREY NAVIGATES THE SHIP WITH THE HELP OF A -AC INSTALLED ON THE BRIDGE 4HE BOAT HAS A BUILT IN NETWORK HOOKED TO THE )NTERNET THROUGH A SATELLITE LINK UP (UMPHREY CONNECTS THE SHIPS NETWORK TO A $3, WHEN ITS IN PORT

(UMPHREY A  YEAR OLD MULTIMILLIONAIRE IS STILL PRESIDENT AND #%/ OF #IDERA 7HEN THE FIRM UNDERWENT A DRASTIC DOWNSIZING RECENTLY HE MOVED HIS ENTIRE STAFF TO -ACS BECAUSE IT WAS TOO EXPENSIVE KEEPING A FLEET OF 7INDOWS MACHINES SHIPSHAPE

(UMPHREY BOUGHT THE  TON BOAT FROM A SHIP BROKER HE FOUND ON ,YCOS 9ACHT 3ERVER WHO IN TURN HAD BOUGHT IT FROM "RITAINS -INISTRY OF $EFENCE 4HE GUNS HAD BEEN REMOVEDˆ (UMPHREY SAID THE BOAT IS STRICTLY "9/'

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"EFORE (UMPHREY BOUGHT IT THE SHIP WAS (-3 2EDPOLE A COASTAL PATROL VESSEL "UILT IN  ITS  FEET LONG AND CAN GO UP TO   MILES ON ONE TANK OF GAS IT HOLDS   GAL LONS OF DIESEL  (UMPHREY CHRISTENED THE SHIP THE "ADTZ -ARU AFTER A MISCHIE VOUS PENGUIN FROM 3ANRIO THE COMPANY BEHIND (ELLO +ITTY4HE SHIP HAS A FULL TIME CREW AND (UMPHREY USES IT ON AVERAGE EVERY OTHER WEEKEND

(UMPHREY LIVES IN THE SMALL TOWN OF ,AUREL WITH HIS WIFE AND DAUGHTER 4HE HOUSE HAS EIGHT -AC AND 5NIX COMPUTERS (E SAID THE MACHINES ARE LOADED WITH COPIES OF -ICROSOFT /FFICE FOR WORD PROCESSING AND THE LIKE hBUT NEVER %XCHANGE OF COURSE SINCE IT IS ONE OF THE BIG SECURITY HOLESv h)VE USED -ACS FOR THE LAST SIX YEARS v HE SAID h) HAD A 0# BEFORE THAT BUT -ACS WERE FUN AND MORE RELIABLE ) DONT PLAY COMPUTER GAMES SO THAT MIGHT HELP EXPLAIN WHY ) DONT MISS THE 7INDOWS BOXv



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- 89Ê -/"*4HE MOST POPULAR WAY TO CUSTOMIZE A -AC IS TO CHANGE THE DESKTOP PICTURE #USTOMIZING THE DESKTOP ISNT UNIQUE TO THE -AC PLATFORM BUT SOME OF THE WAYS ITS DONE ARE ! LOT OF HORNY TEENAGERS FOR EXAMPLE MAKE SOFT PORN DESKTOP PICTURES FOR THEIR COMPUTERS BUT MANY -AC FANS ADORN THEIR SAUCY PICTURES WITH THE !PPLE LOGO OR SOME !PPLE HARDWARE &ETISHIZING THE HARDWARE BY ASSOCIATING IT WITH A SEXY WOMAN IS SOMETHING THAT DOESNT HAPPEN ON OTHER PLATFORMS 4AKE -ARK !LLEN A GAY MAN LIVING IN .EW 9ORK &OR ABOUT A YEAR !LLEN CONDUCTED AN ONLINE RELATIONSHIP WITH A MAN LIVING IN !USTIN 4EXAS "UT AS THE RELATIONSHIP MATURED !LLEN REALIZED IT WASNT HIS CYBERBOYFRIEND HE WAS FALLING IN LOVE WITH IT WAS HIS 0OWER-AC ' -ARK MET "RYAN ONLINE 4HEIR FIRST DATE WAS A ROMANTIC CANDLE LIGHT DINNER VIA WEBCAM )N .EW9ORK -ARK LIT A CANDLE AND ATE #HINESE TAKEOUT WHILE "RYAN DID THE SAME   MILES AWAY IN 4EXAS 3OON THEY STARTED SLEEPING TOGETHER -ARK PUT HIS MONITOR AND WEBCAM NEXT TO HIS BED SO HE COULD WATCH "RYAN SLEEPING AND VICE VERSA 7HEN THEY EVENTUALLY MET IN PERSON ABOUT A YEAR LATER THE RELATIONSHIP FIZZLED OUT4HATS WHEN -ARK REALIZED IT WASNT "RYAN HE FANCIED IT WAS HIS -AC

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 LITERALLY LIVED INSIDE OF THIS MACHINE    THAT ) MYSELF COULD CON TROL LIKE A LIGHT SWITCH 4HE PERFECT BOYFRIENDv -ARK DIAGNOSED HIMSELF WITH A MINOR CASE OF hOBJECTUM SEXU ALITY v A FETISHISTIC ATTRACTION TO INANIMATE OBJECTSˆIN THIS CASE HIS -AC h9OU MAY FIND THE LINE BETWEEN YOUR ATTRACTION TO YOUR LOVERS FACE AND YOUR COMPUTER MONITOR STARTING TO BLUR v HE WROTE 4HE CONCEPT OF OBJECTUM SEXUALITY APPEARS TO HAVE ORIGINATED WITH %IJA 2IITTA %KLÚF "ERLINER -AUER A 3WEDISH WOMAN WHO hMARRIEDv HERSELF TO THE "ERLIN 7ALL IN  "ERLINER -AUER IS 'ERMAN FOR "ERLIN 7ALL  %KLÚF "ERLINER -AUER STARTED THE /BJECTUM 3EXUALITY CHAT GROUP AGE RESTRICTED LOGIN REQUIRED WHERE A NUMBER OF LIKE MINDED INDIVIDUALS GATHER 4HERES A SIMILAR FORUM IN 'ERMAN /BJECTS PEOPLE HAVE BECOME ATTRACTED TO INCLUDE TOY TRAINS ORGANS THE ELECTRONIC KIND DRILLING RIGS AND VARIOUS BUILDINGS 4HE MOST COMMON EXPRESSION IS THE LOVE OF CARS 4HERES A &!1 FOR HAVING SEX WITH CARS THE TAILPIPE IS INVOLVED AND SITES DEVOTED TO CAR PORN



/BJECTUM SEXUALITY IS NOT A RECOGNIZED PARAPHILIA IN THE !MERICAN 0SYCHIATRIC !SSOCIATIONS MANUAL OF PSYCHIATRY THE $IAGNOSTIC AND 3TATISTICAL -ANUAL OF -ENTAL $ISORDERS (OWEVER PSYCHOLOGIST AND CYBERSEX EXPERT !L #OOPER SAID SUCH FETISHES EXIST AND NOTHING SURPRISES HIM h)TS PHENOMENAL THE KIND OF THINGS PEOPLE FETISHIZE v HE SAID h4HE WORLD IS A BIG PLACE WITH A LOT OF PEOPLE4HERES SOMEBODY SOMEWHERE IN THE WORLD WITH A FETISH FOR ANYTHINGv #OOPER EDITOR OF 3EX AND THE )NTERNET AND DIRECTOR OF THE 3AN *OSE -ARITAL AND 3EXUALITY #ENTRE SAID HE HASNT TREATED ANY ONE WITH A -AC FETISH BUT THOUGHT -ACS COULD BECOME OBJECTS OF SEXUAL ATTRACTION h)TS NOT SURPRISING PEOPLE WILL FETISHIZE THE COMPUTER BECAUSE YOU CAN GET A LOT OF SEXUAL STUFF OFF THEM v HE SAID h0ART OF ;!PPLES= CAMPAIGN IS TO MAKE THEM SEXY 4HEY ARE SLEEK AND COLORFUL    )T MAKES IT MORE LIKELY PEOPLE WILL FETISHIZE ITv -ARK !LLEN SEEMS TO BE ONE OF THE FEW -AC FETISH CASES DOCUMENTED ON THE 7EB BUT THERE ARE CLUES THAT HES FAR FROM ALONE h%ROTICv DESKTOP PICTURES FEATURING HALF NAKED MODELS AND STARLETS ARE COMMON BUT MANY AVAILABLE FOR DOWNLOAD ON -AC ORIENTED SITES HAVE BEEN DECORATED WITH THE !PPLE LOGO OR SOME !PPLE HARDWARE 4HE !PPLE #OLLECTION FOUND AT HTTP

WWWTHEAPPLECOLLECTIONCOM A 7EB SITE DEVOTED TO -AC CUL TURE FOR EXAMPLE HAS A  PAGE ARCHIVE OF SOFT PORN DESKTOPS MOST OF THEM HAVE BEEN h0HOTOSHOPPEDv TO FEATURE SOMETHING RELATED TO !PPLE A LOGO AN I-AC OR A ' CHIP AND SO ON 4HE PEOPLE WHO MAKE AND CONSUME THESE IMAGES CERTAINLY SEEM TO BE EROTICIZING THE -AC h)F ;THE HARDWARE= HAS A NAKED WOMAN DRAPED OVER IT IT DOESNT TAKE SOMEONE WITH A COUPLE OF DEGREES TO FIGURE OUT THE CONNECTION v #OOPER SAID4HE FETISH CONNECTION IS CLEARLY ILLUSTRATED BY ANIME INSPIRED IMAGES OF I-AC GIRLS AND BOYS WHICH MELD FLESH AND PLASTIC INTO TECHNO SEX TOYS !ND OF COURSE THERES THE I"RATOR PARODY 4HE !PPLE #OLLECTIONS ARCHIVE FEATURES WORK BY SCORES OF DIFFERENT -AC FANS h!LL YOU HAVE TO DO IS LOOK AT THE PRODUCTS THEMSELVES THE LINES THE CURVES v SAID *OHN *ACOBSON WHO CREATED AN EROTIC DESKTOP h4HE LINES AND SMOOTHNESS ARE VERY EROTIC IN A WAY    THE LINES FLOW    THEY ARE ALL PLEASING TO THE EYEv &ETISHISTIC -AC IMAGERY APPEARS CONSISTENTLY THROUGHOUT THE WORK OF ITS CREATORS *OHN #ROSE !NNA :ISA AND *OHN .ASCIMENTO ARE EXAMPLES h) FIND THE -AC TO BE SEXY v SAID .ASCIMENTO A  YEAR OLD CARPENTER WHO LIVES IN #ALIFORNIA



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OR ANYTHING ELSE FOR THAT MATTER4HERE ARE HOWEVER A FEW ,INUX RELATED EROTIC IMAGES AT 4HEMESORG

4HERE ARE ARCHIVES OF SIMILAR IMAGES AT -AC /3 2ESOURCES !LDEA-AC AN !RGENTINE SITE AND OTHER -AC DESKTOP ARCHIVES LIKE 3PYMAC WHICH DOESNT HAVE A DEDICATED SOFT PORN ARCHIVE "Y CONTRAST SIMILAR IMAGES ON 7INDOWS 0# RELATED WALLPAPER SITES ARE UNADORNED $ESKTOPGIRLS $ESKTOPIA AND #HILA8S 7ALLPAPER /UTPOST HAVE LARGE ARCHIVES OF SOFT PORN DESKTOPS BUT NONE HAVE BEEN DOCTORED WITH $ELL )"- OR -ICROSOFT LOGOS

)TS NOT JUST THE FANS !PPLE USES SEX IN ITS ADVERTISING BUT SUB TLY )N ONE OF !PPLES 46 ADS FROM  *EFF 'OLDBLUM ASKED IF IT WAS POSSIBLE TO FALL IN LOVE WITH A COMPUTER !S AN I"OOK TWIRLED ACROSS THE SCREEN HE ANSWERED WITH A SEXY BREATHLESS h/H YESv

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4HE -ACS ROOTS IN !MERICAS COUNTERCULTURE OF THE S AND S IS WELL DOCUMENTED /NE OF THE MOST EXHAUSTIVE ESSAYS ON THE SUBJECT &ROM 3ATORI TO 3ILICON 6ALLEY WAS PENNED BY 4HEODORE 2OSZAK A PROFESSOR OF HISTORY AT #ALIFORNIA 3TATE 5NIVERSITY AT (AYWARD !VAILABLE AT 3TANFORD ,IBRARYS h-AKING THE -ACINTOSHv ONLINE ARCHIVE HTTPLIBRARYSTANFORDEDUMAC PRIMARYDOCSSATORIINDEXHTML 2OSZAKS ESSAY ARGUES THAT FOUR MAJOR MOVEMENTS GERMINATED IN THE S COUNTERCULTURE POLITICAL PROTEST DRUGS MUSIC AND THE PERSONAL COMPUTER !CCORDING TO 2OSZAK THE INVENTION OF THE MICROPROCESSOR WAS THE ENABLING TECHNOLOGY BUT THE DESIRE TO MAKE hPERSONALv COMPUTERS SPRANG FROM THE COUNTERCULTURES YEARNING TO DEFY AUTHORITY EPITOMIZED AT THE TIME BY )"- WITH ITS BIG CORPORATE AND GOVERNMENT MAINFRAMES 2OSZAKS THESIS ENJOYS WIDE ACCEPTANCE ESPECIALLY AMONG PERSONAL COMPUTER PIONEERS !S *IM 7ARREN INVENTOR AND FOUNDER OF THE LEGENDARY 7EST #OAST #OMPUTER &AIRE TOLD 4HE )NDUSTRY 3TANDARD MAGAZINE THE PERSONAL COMPUTER REVOLUTION hHAD ITS GENETIC CODING IN THE S    ANTIESTABLISHMENT ANTIWAR PROFREEDOM ANTIDISCIPLINE ATTITUDESv !PPLE THE FIRST MAJOR MANUFACTURER OF MASS MARKET COMPUTERS WAS A COUNTERCULTURE COMPANY THROUGH AND THROUGH )TS FOUND ERS 3TEVE 7OZNIAK AND 3TEVE *OBS WERE A PAIR OF LONG HAIRED

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COLLEGE DROPOUTS *OBS WAS ESPECIALLY BOHEMIAN HAVING LIVED ON AN /REGON COMMUNE TRAVELED TO )NDIA AND ADOPTED A VEG ETARIAN DIET %VEN THE COMPANYS NAME SCREAMS COUNTERCULTURE h3TEPHEN 7OZNIAK    CAME UP WITH A QUAINTLY SOFT ORGANIC IDEN TITY THAT SIGNIFICANTLY CHANGED THE HARD EDGED IMAGE OF HIGH TECH THE !PPLE v 2OSZAK WROTE h/NE STORY HAS IT THAT THE NAME WAS CHOSEN BY 3TEVEN *OBS IN HONOR OF THE FRUITARIAN DIET HE HAD BROUGHT BACK FROM HIS JOURNEY TO THE MYSTIC %AST4HE NAME ALSO CARRIED WITH IT AN ECHO OF THE "EATLES SPIRITv !PPLEˆAT LEAST IN ITS MARKETINGˆHAS ALWAYS ESPOUSED COUN TERCULTURE VALUES THE -AC WAS TOUTED AS THE COMPUTER hFOR THE REST OF US v A SPIN ON THE FAMOUS S SLOGAN hPOWER TO THE PEOPLEv !PPLE HAS USED COUNTERCULTURE LEADERS ESPECIALLY MUSICIANS LIKE "OB $YLAN AND *OAN "AEZ IN ITS ADVERTISING !ND WHAT OTHER COMPUTER MANUFACTURER WOULD SELL A PSYCHEDELIC COMPUTER AS !PPLE DID IN  WITH A FLOWER POWERED I-AC -AC USERS ESPECIALLY HAVE CELEBRATED THE IDEA OF THE -AC AS A COMPUTER FOR COUNTERCULTURALISTS INDEPENDENT THINKERS FREE SPIRITS AND CREATIVE TYPES 3OME EARLY -AC USER GROUPS WERE OVERTLY POLITICAL 4HE "ERKELEY -ACINTOSH 5SERS 'ROUP FOR EXAMPLE hHAS ITS ROOTS IN 4HE (ACKER %THIC AND "ERKELEY 2ADICALISM v WROTE 3TEPHEN (OWARD AND 2AINES #OHEN IN A  "-5' .EWSLETTER h7ERE IN THE BUSINESS OF GIVING AWAY INFORMATION (ELP US KEEP THIS SPIRIT ALIVE AND KICKING AS LONG AS WE CANv

#HRIS %SPINOSA !PPLE EMPLOYEE NUMBER EIGHT TOLD 3TANFORD ,IBRARYS -AC ARCHIVE PROJECT h4HERE WERE PEOPLE THINKING THAT IF THEY COULD MASTER PERSONAL COMPUTING TECHNOLOGY THEY COULD FIGHT BACK AGAINST THE -ACHINE !ND SO WHILE THERE WERE LAWYERS WHO JUST WANTED TO USE THEM TO AUTOMATE THEIR OFFICES A LOT OF PEOPLE IN THE USERS GROUPS WERE REALLY USING PERSONAL COMPUTERS AS A TOOL AGAINST 4HE -ANv )T IS UNSURPRISING THEN THAT THERE IS A STRONG CONNECTION BETWEEN -ACS AND POT "OTH ARE COUNTERCULTURES IN THE LOOS EST SENSE OF THE WORD APPEALING TO PEOPLE WHO ARE CREATIVE OR ARTISTIC PEOPLE WHO hTHINK DIFFERENTv h4HE ENTIRE PERSONAL COMPUTER REVOLUTION CAME OUT OF THE 3AN &RANCISCO "AY !REA AND WAS PIONEERED BY POT SMOKING MEM BERS OF THE COUNTERCULTURE v SAID 3TEVEN (AGER EDITOR IN CHIEF OF (IGH4IMES HTTPWWWHIGHTIMESCOM  h"ECAUSE THESE PEOPLE TEND TO BE HIGHLY CREATIVEˆPOT ENHANCES CREATIVITYˆAND BECAUSE -ACS ARE THE CHOICE OF MOST ART AND VIDEO PROFESSION ALS ) GUESS THATS YOUR STORYv ! COUPLE OF VETERAN JOURNALISTS WHO COVERED THE CREATION OF THE -ACINTOSH IN THE EARLY EIGHTIES CLAIM POT HAD A PROFOUND INFLU ENCE ON THE DESIGN OF THE MACHINE A CLAIM DENIED BY OTHERS INCLUDING *EF 2ASKIN THE HEAD OF THE -ACS DESIGN TEAM

h4HE -AC BUILDING WAS A VERY LOOSE OUTFIT v SAID ONE JOURNALIST WHO ASKED TO REMAIN ANONYMOUS h4HE BUILDING WAS PERME ATED WITH A CERTAIN ODORv !NOTHER JOURNALISTˆTHE FORMER EDITOR OF A WELL KNOWN -ACINTOSH MAGAZINEˆSAID THE -ACS ENGI NEERS AND PROGRAMMERS WERE ALWAYS SMOKING WEED h4HERE WERE PEOPLE OUT THE BACK IN THE PARKING LOT SMOKING POT ALL THE TIME v SAID THE EDITOR WHO ALSO ASKED TO REMAIN ANONYMOUS h4HE )"- 0# WAS CREATED BY PEOPLE WHO DRANK ALCOHOL4HE -AC WAS CREATED BY PEOPLE WHO SMOKED POTv 4HE EDITOR NOTED THAT A LOT OF THE -ACS ORIGINAL DEVELOPMENT TEAM WERE FAIRLY YOUNG THE AVERAGE AGE WAS ABOUT  HE SAID h4HE PERSONAL COMPUTER INDUSTRY WAS AN OUTGROWTH OF THE SIXTIES COUNTERCULTURE v THE EDITOR SAID h)T WAS A ROCK AND ROLL BUSINESS IN THOSE DAYS ,OOK AT ;!PPLES FAMOUS=  AD )T SYMBOLIZED A GENERATION SHIFT4HE )"- 0# WAS THE COMPUTER OF THE ESTABLISHMENT 4HE -ACS PURPOSE IN LIFE WAS TO BE THE COM PUTER OF THE ANTI ESTABLISHMENT ) MEAN IT HAD THE PSYCHEDELIC INTERFACE @7OW MAN GOOD VISUALSv 4HE EDITOR SAID THAT IF THE -AC DEVELOPMENT TEAM HADNT BEEN SMOKING POT IT MIGHT NOT HAVE COME UP WITH A SMALL COMPACT COMPUTER WITH A RADICAL GRAPHICAL INTERFACE h)F THEY HADNT BEEN SMOKING POT MAYBE THEY WOULDNT HAVE INVENTED THE -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 CUTEv



(ALF JOKING THE EDITOR SUGGESTED FURTHER EVIDENCE OF POTS INFLU ENCE COULD BE FOUND IN THE -ACS STONED SMILEY STARTUP FACE THE RAINBOW COLORS OF THE !PPLE LOGO AND EARLY SOFTWARE LIKE -AC0AINT A DRAWING PROGRAM PERFECT FOR DRUG INDUCED DOO DLING .OTHING LIKE IT EXISTED ON THE 0# PLATFORM DESPITE THE FACT THAT A LOT OF 7INDOWS PROGRAMMERSˆSOME NOW VERY RICH AND FAMOUSˆWERE ALSO DOPERS ACCORDING TO THE EDITOR 

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 LIKE MARIJUANAv 4HE EDITOR SAID THERES EVEN A SPECIAL POT SMOK ING AREA AROUND THE BACK OF 3AN &RANCISCOS -OSCONE #ENTER THE LONGTIME VENUE OF -ACWORLD %XPO KNOWN AS hTHE OFFICEv h4EN OR  PEOPLE ARE THERE ALL DAY LONG v THE EDITOR SAID h#%/S PROGRAMMERS AUTHORS 0EOPLE SAY @)M JUST GOING TO THE OFFICE FOR A COUPLE OF MINUTESv /NE EARLY !PPLE EMPLOYEE CONFIRMED THE EDITORS POT SMOKING CLAIMS AMONG !PPLE EMPLOYEES h) WAS THERE WE WERE ALL HIGH v SAID THE EMPLOYEE WHO ASKED NOT TO BE IDENTIFIED !NOTHER SOURCE MADE THE OUTRAGEOUS CLAIM THAT ONE OF !PPLES TEAM LEADERS WORKING ON -AC /3 3YSTEM  PURCHASED A VIAL OF LIQUID ,3$ AND SHARED IT WITH HIS PROGRAMMERS TO HELP THEM hBREAK THROUGH CREATIVE BLOCKSv h4HE -AC PEOPLE WERE FOCUSED ON GETTING INTO THE HEADS OF NORMAL USERS v THE SOURCE SAID h;4HEY= USED PSYCHEDELICS TO BREAK DOWN THEIR OWN PRECONCEP TIONSv 4HE SOURCE SAID PSYCHEDELICS WERE TAKEN BY THE hTROOPS v AND FEW IF ANYONE IN MANAGEMENT KNEW ABOUT IT 4HE CLAIM COULDNT BE VERIFIED AND SHOULD BE TAKEN WITH A GRAIN OF SALT 4HE DRUG TAKING CLAIMS WERE STRONGLY DISPUTED BY *EF 2ASKIN THE hFATHERv OF THE -ACINTOSH h!S THE CREATOR OF THE -ACINTOSH PROJECT AND THE GUY WHO NAMED IT @-ACINTOSH AFTER HIS BELOVED -C)NTOSH APPLES ) CAN FIRMLY SAY THAT POT HAD NOTHING TO DO WITH IT v 2ASKIN WROTE IN AN EMAIL h5NLIKE OUR PREVIOUS PRESIDENT ) HAVE NEVER EVEN BROUGHT A REEFER TO LIP MUCH LESS INHALED IT ) ALSO DO NOT USE ALCOHOL TOBACCO OR ANY OTHER REC REATIONAL DRUGS AND NEVER HAVEv 2ASKIN SAID TO THE BEST OF HIS KNOWLEDGE THERE WAS NO POT SMOKING AT !PPLE BY THE -AC TEAM DURING HIS TENURE AND NO OTHER DRUG USE h) NEVER SAW 3TEVE *OBS OR 3TEVE 7OZNIAK USE POT v HE WROTE h7HAT PEOPLE DID AT HOME OR AFTER ) LEFT !PPLE IS OF COURSE BEYOND MY KNOWLEDGE BUT EVEN AT OUR SOCIAL OCCA SIONS DRUGS WERE NOT A PART OF THE SCENE 0IZZA YES 0UNS YES 0LAY YES 0OT NO    ) EVEN PREFER MY APPLES UNFERMENTEDv

2ASKIN WAS BACKED UP BY $AVID "UNNELL THE FOUNDING EDITOR OF -ACWORLD MAGAZINE HTTPWWWMACWORLDCOM WHO SAW NO POT SMOKING AT !PPLE h) NEVER SAW ANY EVIDENCE OF THAT AMONG THE PEOPLE WHO CREATED THE -AC v HE SAID h!ND ) WAS THERE ) WAS INTIMATELY INVOLVED WITH THE -AC DEVELOPMENT TEAM ) HAD FREE ACCESS TO THE -AC BUILDING ) DONT RECALL SEEING ANY EVIDENCE OF PEOPLE SMOKING POT WHILE THEY WERE DEVELOPING THE MACHINEv "UNNELL CONCEDED THAT ANY POT SMOKING MAY HAVE BEEN WIT NESSED ONLY BY THOSE WHO WERE SYMPATHETIC TO IT h4HEY DIDNT INVITE ME v HE SAID h-AYBE ) WAS TOO STRAIGHTv !NOTHER FORMER !PPLE EMPLOYEE WHO REQUESTED ANONYMITY CONCURRED h)F THERE WAS A DRUG CULTURE AT !PPLE ) WOULD HAVE FOUND IT AND ) DIDNT v HE SAID -ARC #ANTER FOUNDER OF -ACRO-IND NOW -ACROMEDIA AND WELL CONNECTED IN THE -AC DEVELOPMENT COMMUNITY SAID OF COURSE THERE WAS DRUG USE AT !PPLEˆJUST LIKE THE REST OF THE 0# INDUSTRY THEN AND NOW #ANTER SAID DRUG USE CERTAINLY WASNT SANCTIONED AT THE WORKPLACE AND IS NO MORE WIDESPREAD AT !PPLE THAN ANY OTHER COMPANY OR INDUSTRY 4HERE WERE SOME WHO INDULGED BUT MOST DIDNT AT LEAST NOT AT WORK /VER THE YEARS #ANTER SAID HE HAS SEEN A LOT OF THE 0# INDUSTRYS MOGULS TOKING POT AT PARTIES INCLUDING THE INDUSTRYS TOP DOGS 0OT SMOKING IS AN INTEGRAL PART OF THE CULTURE OF .ORTHERN #ALIFORNIA )T IS THE STATES BIGGEST CRASH CROP 0OT IS PARTICULARLY PREVALENT IN THE HIGH TECH SECTOR ! SURVEY BY 5+ SOFTWARE PROVIDER 4ONGUE7AG OF    TO  YEAR OLDS REVEALED THAT ONE IN THREE MARIJUANA SMOKERS IS EMPLOYED IN THE HIGH TECH SECTOR A PROPORTION FAR HIGHER THAN FOR THE POPULATION AS A WHOLE h4ECH IS THE ONLY FIELD )VE KNOWN WHERE MARIJUANA IS ALMOST A SACRAMENT v SAID ONE SOURCE h4HE PSEUDO AUTISM IT INDUCES ALLOWS YOU TO FOCUS ON MIND NUMBING DETAIL FOR HOURS AT A TIMEv !LLAN ,UNDELL A JOURNALIST AT )NFO7ORLD AND 7EST #OAST EDI TOR OF "YTE -AGAZINE SAID EARLY -AC CULTURE WAS PERMEATED WITH POT h-OST RELIGIONS HAVE RITUALS v HE SAID h&OR THE FIRST -ACHEADS A POPULAR RITUAL WAS GETTING TOGETHER TO PASS A JOINT OFTEN AT -ACWORLD PARTIES -ANY PROGRAMMERS ) KNEW LOVED TO GET HIGH BEFORE WRITING CODE 4HIS SEEMED TO BE MORE THE NORM THAN THE EXCEPTION LEADING ME TO BELIEVE THAT SOFTWARE PRODUCTION IN 3ILICON 6ALLEY WOULD GRIND TO A HALT IT WASNT FOR GOOD SENSIMILLAv



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4HE -ACS GRAPHICAL USER INTERFACE REALLY APPEALED TO STONERS ,UNDELL SAID MUCH MORE SO THAN THE CRYPTIC CODES OF $/3 h)T 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 ABOUT DOING STUFF WHEN YOU GET THEREv



$OUGLAS 2USHKOFF AUTHOR OF NUMEROUS BOOKS ABOUT TECHNOL OGY AND CYBERSPACE IS ONE OF THE FEW WRITERS TO COMMENT ON THE CONNECTION BETWEEN -ACS AND POT h#ONCEIVED ON THE BONGWATER STAINED RUGS OF 2EED #OLLEGE DORM ROOMS THE !PPLE PERSONAL COMPUTER BENT OVER BACKWARDS TO BRING EVEN THE MOST STONED OF US INTO THE MIX v HE WROTE IN AN ONLINE COL UMN h)T IS NO COINCIDENCE THAT THE FIRST SHOTS OF THE COMPUTER REVOLUTION WERE FIRED FROM THE SAME "AY !REA THAT BROUGHT US (AIGHT !SHBURY IN THE S4HE VERY CONCEPTION OF THE ALMOST HALLUCINATORY REALM WE CALL @CYBERSPACE REQUIRED THE IMAGINA TIVE CAPACITIES OF PEOPLE WHO WERE FAMILIAR WITH NAVIGATING HALLUCINATORY HEADSPACE 4HIS IS WHY SO MANY 3ILICON 6ALLEY FIRMS ESCHEW THE EMPLOYEE DRUG TESTING OF THEIR COUNTERPARTS IN OTHER INDUSTRIES )F HIGH TECH COMPANIES WEEDED OUT WEED USERS THEYD HAVE FEW EMPLOYEES LEFTv

4HE I"ONG 'IVING NEW MEANING TO THE TERM hHIGHv TECH A COUPLE OF STON ERS HAVE TURNED AN OLD -ACINTOSH INTO A BONG !GAPORNIS AND 0ROZAC A PAIR OF  YEAR OLD COMPUTER NERDS FROM !USTIN 4EXAS TRADED CHIPS FOR HITS WHEN THEY TRANSFORMED AN OLD ALL IN ONE

-AC INTO A DEVICE FOR SMOKING MARIJUANA h)T HAS A LILTING TOUCH OF DEATHLIKE INTOXICATION v SAID 0ROZAC h)TS TREATED US WELLv 4HE -AC BONG OR I"ONG IS MADE FROM A WATER FILLED BONG MOUNTED INSIDE AN OLD -AC 3%  4HE BOWL OF THE BONG PRO TRUDES FROM THE FRONT OF THE COMPUTER JUST BELOW THE SCREEN 4HE MOUTHPIECE STICKS OUT THE BACK h)T LOOKS LIKE ANY OTHER DINGY -AC v SAID 0ROZAC h"UT IT DOESNT DRAW AS MUCH SUSPI CION ;AS A NORMAL BONG= IF YOU DO HAVE TO TAKE IT OUTSIDE THE HOUSE 7E HAVENT TAKEN IT TO -ACWORLD BUT IT HAS BEEN TO A COUPLE OF COMPUTER SWAP MEETS 0EOPLE LIKE IT 4HEY LAUGH )T GETS THE USUAL @7OAH DUDE THATS CRAZY REACTION %VERYONE WANTS TO TRY ITv 4HE I"ONG DELIVERS A hKILLER HIT v ACCORDING TO THE PAIR !FTER SMOK ING THE I"ONG ONE EVENING 0ROZAC WROTE ABOUT THE EXPERIENCE AND POSTED IT ONLINE HTTPWWWANUSCOMTUCTUCHTML  h-Y BONG BURNT BRIGHT v HE WROTE hELECTRIFIYING FRACTALS DANCING IN THE RAGING EMBERS SMOKE CURLING LIKE A HALO AROUND MY BOWED AND FATAL HEAD    4HE RESTLESSNESS OF A MILLENNIUMS SOLITUDE SOARED THROUGH MY RUSHING BLOOD THE ROAR OF BEING ALIVE SKIPPING LIKE A JUMPING SPARK THROUGH MY BRAINv 4HE I"ONG WAS INSPIRED BY THE -AC1UARIUM A FAMOUS MODIFI CATION OF !PPLES OLD ONE PIECE -ACINTOSH COMPUTERS THAT TURNS THEM INTO FISH TANKS h7E SAW THE -AC1UARIUM AND SAID ,ETS PUT A BONG INSIDE ONE INSTEAD v SAID !GAPORNIS h7E WERE PROBABLY STONEDv

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4HE PAIR HAS ACTUALLY MADE THREE I"ONGS TO DATE 4HE FIRST WAS MADE IN  AND IT ATTEMPTED TO INCORPORATE BOTH A FISH TANK AND A BONG WITHIN THE CASING OF THE OLD COMPUTER h7E WERE WORKING ON A WAY TO MAKE AN AQUARIUM WITH THE BONG INSIDE IT SO THAT THE PERSON TAKING THE HIT COULD WATCH THE FISH v EXPLAINED !GAPORNIS hBUT THE AQUARIUM TOOK UP TOO MUCH ROOMv 4HE PAIR ALSO FOUND THE STEM WAS TOO LONG WHICH MADE IT DIFFICULT TO TAKE A HIT IT REQUIRED DRAWING IN TOO MUCH AIR 4HE SECOND MODEL WHICH HAD A SHORTER STEM WAS TOO HARSH h)T WAS LIKE A PICKLE JAR BONG v SAID !GAPORNIS h)T WAS PRETTY PAIN FULv 4HE THIRD AND FINAL ATTEMPT GOT IT JUST RIGHT h)TS NOT BAD v SAID !GAPORNIS h)TS PRETTY EASY HITTINGv "UT AFTER TEN YEARS OF PERFECTING THE DESIGN THE TWO HAVE DIS COVERED THAT THEY ARE SMOKING LESS AND LESS POT THEYVE GONE FROM CHRONIC TO OCCASIONAL SMOKERS h7ERE NOT GOING THROUGH FOUR QUARTER BAGS IN A WEEKENDˆEACHˆLIKE WE USED TO v SAID !GAPORNIS h7ERE NOT INTO A VOID LIKE WE USED TO BE  YEARS AGOv 3TILL hTHE -AC BONG IS THE BEST THING TO HAVE AROUND WHEN YOURE LISTENING TO THE FIRST FOUR "URZUM ALBUMS v HE ADDED "URZUM IS A .ORWEGIAN BLACK METAL BAND

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$ISTRICT &OUNDED IN THE S THE +ERISTA COMMUNE HAD ABOUT  MEMBERS WHO PRACTICED hPOLYFIDELITYv -EMBERS WOULD SLEEP WITH A DIFFERENT PERSON EACH NIGHT BUT ONLY WITH SOMEONE IN THEIR GROUP %VERY DAY THE SLEEPING SCHEDULE WAS DRAWN UP ON A -AC 4HE +ERISTA COMMUNE WAS NOT JUST PROMISCUOUS IT WAS EXTREMELY INDUSTRIOUS )N THE SPAN OF ABOUT FIVE YEARS THE COMMUNE TRANSFORMED A MODEST HOUSE CLEANING BUSINESS INTO THE BIGGEST -ACINTOSH DEALERSHIP AND CONSULTING FIRM IN .ORTHERN #ALIFORNIA &OR THREE YEARS IN A ROW THE COMPANY CALLED !BACUS WAS FEATURED IN )NC MAGAZINES ANNUAL LIST OF THE FASTEST GROWING ENTERPRISES IN !MERICA 4HE COMPANY RAN A PAIR OF PLUSH TRAINING CENTERS IN 3AN &RANCISCOS FINANCIAL DISTRICT AND IN 3ANTA #LARA )T OPERATED THREE BIG REPAIR FACILITIES AND A GIANT WAREHOUSE )T HAD CONSULTING DIVISIONS FOR NETWORKING AND PUBLISHING AND EVEN RAN A COMPUTER TEMP AGENCY h)T WAS A FASCINATING COMPANY THAT PEOPLE COULDNT PUT THEIR FINGERS ON FOR GOOD REASON v SAID A FORMER COMMUNE MEMBER WHO ASKED TO BE REFERRED TO BY HIS COMMUNE NAME ,OVE h)T WAS RUN BY FLAMBOYANT HIPPIE TYPES WHO TENDED TO BE YOUNG AND GOOD LOOKING "UT THEY WERE VERY GOOD AT EVANGELIZING THE -ACv +ERISTA WAS FOUNDED AS A SCIENTIFIC UTOPIAN COMMUNITY ACCORD ING TO ANOTHER FORMER MEMBER 3UN WHO WAS ATTRACTED BY AMONG OTHER THINGS THE COMMUNES SEXUAL FREEDOM h4HERE WERE LOTS OF GUYS WHO WERE INTO POLYFIDELITY 4HAT SOUNDED

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GOOD TO ME v SHE SAID LAUGHING .OW IN HER S 3UN IS AN ATTRACTIVE WOMAN WITH LONG BROWN HAIR 3HE LIVES IN "OULDER #REEK #ALIFORNIA A RURAL ENCLAVE OF 3ILICON 6ALLEY AND HOME TO A LOT OF hREDWOOD NERDSv 3HE WAS DISINHERITED FROM HER WEALTHY FAMILY FOR JOINING +ERISTA



4HE COMMUNE HAD FOUR hFAMILIES v OR h"EST &RIEND )DENTITY #LUSTERSv #OMMUNE MEMBERS COULD SLEEP ONLY WITH THE SIX OR SEVEN OTHER PEOPLE IN THEIR CLUSTER 4HERE WERE EQUAL NUMBERS OF MEN AND WOMEN IN EACH CLUSTER %VERYONE WAS IN THEIR S OR S EXCEPT FOR THE FOUNDER KNOWN AS "RO *UD WHO WAS IN HIS S 4HERE WAS ALSO A hSEDUCTION SQUADv ATTRACTIVE GIRLS WHO RECRUITED NEW MEMBERS AT PARTIES -EN WERE INVITED TO SLEEP WITH THEM BUT ONLY IF THEY FIRST JOINED THE COMMUNE WHICH MEANT HAVING A VASECTOMY h4HE COMMUNE ALREADY HAD TWO KIDS v 3UN SAID h,IKE ANY FAMILY WE DECIDED TWO IS ENOUGH AND NO MORE KIDS 4OO MANY DIAPERS 4HE FAVORABLE FORM OF CONTRA CEPTION WAS VASECTOMY 9OU HAD TO BE REALLY COMMITTEDv 4HE COMMUNE RENTED ABOUT HALF A DOZEN BUILDINGS AND APART MENTS IN THE (AIGHT %VERYONE HAD A KEY TO EACH APARTMENT h%VERYONE HAD A GIANT KEY RING v 3UN SAID h/NE WOMAN HAD A TWO POUND KEY RINGv h.O ONE WORRIED ABOUT MONEY AT ALL v 3UN SAID h)T WAS ALL BEING ACCOUNTED FOR ON THE COMMUNITY LEVEL )T SEEMED LIKE AN INEX HAUSTIBLE BANK ACCOUNT9OU MADE   A YEAR BUT YOU LIVED LIKE YOU MADE   "UT WE WERENT EXTRAVAGANT 7E LIVED COMFORTABLE MIDDLE CLASS LIFESTYLESv 7HEN 3UN JOINED THE COMMUNE MEMBERS WERE CLEANING HOUSES FIXING UP GARDENS AND PUBLISHING A FREE ADVERTISING NEWSLETTER 3UN INTRODUCED THEM TO -ACINTOSH COMPUTERS 4HE RECEPTION WAS VERY ENTHUSIASTIC AND PEOPLE IMMEDIATELY STARTED SMALL DESKTOP PUBLISHING SIDELINE BUSINESSES 3OON THE COMMUNE WAS OFFERING PUBLISHING SERVICES AND ADVICE TO OTHER SMALL BUSINESSES AND IT OPENED A COMPUTER RENTAL STORE ON &REDERICK 3TREET CALLED 5TOPIAN 4ECHNOLOGY 4HE COMMUNES BIG BREAK WAS GETTING A DEALERS LICENSE FROM !PPLE THEN THE BIGGEST PERSONAL COMPUTER MAKER IN THE WORLD $EMONSTRATING ITS COMMITMENT TO FEMINISM THE COMMUNE HAD INCORPORATED !BACUS IN THE NAMES OF FOUR FEMALE COMMUNE MEMBERS ON PAPER IT WAS A WOMEN OWNED BUSINESS4HE HEAD OF SALES KNOWN AS %VA7AY APPROACHED THEN #%/ *OHN 3CULLEY AND TOLD HIM !PPLE LOOKED BAD BECAUSE IT DIDNT HAVE ANY WOMEN OWNED DEALERS IN ITS RESELLER NETWORK 3CULLEY AGREED AND LOBBIED TO GET THEM A LICENSE

4HE COMMUNE BOUGHT ABOUT  -ACS AND QUICKLY SOLD THEM "USINESS TOOK OFF LIKE A ROCKET &IRST YEAR REVENUES WERE  MIL LION AND THEY QUADRUPLED EVERY YEAR4HE WOMEN OWNED STATUS OF THE COMPANY WAS A BIG BONUS HELPING TO LAND SO CALLED hPREFERENCEv CONTRACTS WITH BIG CORPORATIONS AND GOVERNMENT AGENCIES h.OT BAD FOR A BUNCH OF HIPPIES v SAID %VA7AY WHO IS NOW AN EXECUTIVE AT A "AY !REA STARTUP h!LL WE WANTED TO DO WAS CHANGE THE WORLDv ,OVE ATTRIBUTED !BACUS SUCCESS TO ITS HIPPIE BUSINESS ETHIC 4HE COMMUNE WANTED TO HELP CREATE A UTOPIAN TECHNOLOGICAL SOCIETY SO THEY MADE SURE PEOPLE KNEW HOW TO USE THEIR NEW MACHINES 4HE COMPANY HAD A MOTTO h!BACUS ! VISION WITH A BUSINESSv h!LL OF OUR COMPETITORS WERE JUST DROPPING OFF BOXES v SAID ,OVE h7E HAD EVERYTHING TRAINING SUPPORT REPAIRS 7E WERE A ONE STOP SHOP FOR BUSINESS FOLKSv ,OVE NOW IN HIS EARLY S STILL LIVES COMMUNALLY WITH THREE OTHER ADULTS IN A HOUSE ON THE 3AN &RANCISCO PENINSULA (E WORKS AS AN INVESTMENT BANKER h7E WERE TOTAL NERDS v ADDED 3UN h7E WERE VERY COOL NERDSv %VENTUALLY !BACUS ALSO STARTED SELLING #OMPAQ COMPUTERS )RONICALLY THE SUCCESS OF THE BUSINESS TOOK ITS TOLL ON THE COM MUNE WHICH FOLDED UNDER THE PRESSURE OF RUNNING SUCH A FAST GROWING ENTERPRISE h7E WERENT PROFESSIONAL MANAGERS v SAID ,OVE h4HERE WERE MANY MANY MISTAKES WE MADE THAT CREATED A BUSINESS THAT DID NOT RUN VERY EFFICIENTLYv 7HILE COM PUTER PRICES PLUMMETED !BACUS FOUND ITSELF SITTING ON A HUGE INVENTORY NO ONE WANTED 4HE COMMUNE DISBANDED IN  AND A YEAR LATER !BACUS MERGED WITH #IBER A $ENVER CORPORATION THAT WAS GOING AROUND THE COUNTRY CONSOLIDATING FAILING DEALERS 4HE MERGER ALLOWED  PEOPLE TO KEEP THEIR JOBS SOME ARE STILL EMPLOYED BY #IBER "UT THERE WAS NO MONEYˆALL THE PROCEEDS WENT TO PAY OFF DEBT h7E WENT FROM BEING AN ARTIST COMMUNITY TO A COMPUTER BUSINESS v 3UN SAID h4HE WHOLE CULTURE CHANGED )T BECAME WORKAHOLIC YUPPIE CYBERCULTUREv h;7E WERE= LIKE A MOM AND POP COMPUTER SHOP BUT WITH  PEOPLE AS THE MOM AND POP 4HERE WAS NO REAL MANAGEMENT AND THE MAJORITY OF PEOPLE WANTED TO DO SOMETHING ELSE WITH THE AFFLUENCE THE BUSINESS BOUGHT THEM )T ALLOWED THEM TO DO SOMETHING ELSE LIKE MOV ING TO (AWAIIv h)T BROUGHT HUGE AMOUNTS OF WEALTH INTO A TRIBAL COMMUNITY WHICH HAD NEVER BEEN SEEN BEFORE v SAID !LLAN ,UNDELL 3UNS 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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4HE EMERGENT STAR OF !PPLES 3WITCH ADVERTISING CAMPAIGN IS %LLEN &EISS A YOUNG STUDENT WHO APPEARS TO MANY PEOPLE TO BE STONED !FTER THE 3WITCH AD DEBUTED IN THE SUMMER OF  &EISS QUICKLY SHOT TO .ET CELEBRITY LARGELY BECAUSE MANY PEOPLE THOUGHT SHE HAD BEEN SMOKING POT 3HE BECAME THE SUBJECT OF NUMEROUS NEWSPAPER STORIES FAN SITES ICONS DESKTOP WALL PAPER AND MERCHANDISE LIKE 4 SHIRTS AND &RISBEES BEARING HER IMAGE4ALK SHOW HOSTS $AVID ,ETTERMAN AND *AY ,ENO REQUESTED INTERVIEWS AND (OLLYWOOD CALLED WITH TALK OF 46 SHOWS AND MOVIE ROLES &EISS DECLINED ALL OFFERS BUT OF COURSE IN TRUE (OLLYWOOD STYLE SHE RETAINED AN AGENT 6ERY LITTLE IS KNOWN ABOUT &EISS EXCEPT SHES A TEENAGER AND A STUDENT !PPLE ISNT REVEALING ANY DETAILS )N HER ONLY INTER VIEW WITH THE "ROWN $AILY (ERALD A STUDENT NEWSPAPER &EISS REVEALED SHE WAS UNDER THE INFLUENCE OF DRUGS BUT IT WAS ALLERGY MEDICATION NOT MARIJUANA &EISS IS PART OF !PPLES 3WITCH CAMPAIGN WHICH FEATURES TES TIMONIALS FROM DOZENS OF REAL PEOPLE EXPLAINING WHY THEY SWITCHED FROM A 7INDOWS 0# TO THE -AC 4HE HIGH PROFILE CAM PAIGN HAS BEEN WIDELY IMITATED FROM A HAM FISTED ATTEMPT BY -ICROSOFT TO PORTRAY A MEMBER OF ITS 02 TEAM AS A -AC TO 0# SWITCHER TO A GUBERNATORIAL PRIMARY IN "ALTIMORE &EISSS APPEAL IS MULTIFACETED SHES YOUNG ATTRACTIVE AND ENDEARING 4O SOME THOUGH WHAT COUNTS IS !PPLES TACIT

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ACKNOWLEDGEMENT THAT SOME OF ITS CUSTOMERS USE CONTROLLED SUBSTANCES h$UDES JUST LOOK AT THE PHOTOˆSHE LOOKS SO BAKED
v SOMEONE WROTE ON THE MESSAGE BOARD AT %LLEN&EISSNET ONE OF HER FAN SITES h,/, )TS JUST TOO FUNNY ) THINK -ACS ARE A GREAT FIT FOR STONERSv &EISSS CELEBRITY STARTED WITH -AC USERS BUT SOON GREW TO INCLUDE MARIJUANA ADVOCATES 4HE REVELATION THAT SHE WASNT HIGH ON POT DIDNT TROUBLE HER STONER FANS WHO SIMPLY DIDNT BELIEVE HER &EISSS AD ON !PPLES 7EB SITE IS RETURNED AS THE TOP HIT ON 'OOGLE IN RESPONSE TO THE SEARCH ITEM hSTONED CHICKv 'OOGLES SEARCH ALGORITHM RANKS HITS ACCORDING TO THE NUMBER OF OTHER PAGES LINKING TO IT CONTAINING THE SEARCH TERMS AMONG OTHER THINGS !PPLES PAGE MAKES NO MENTION OF DRUGS NATURALLY !CCORDING TO THE 2EV 3AMUEL WHO RUNS AN ONLINE 4 SHIRT BUSI NESS IN UPSTATE .EW 9ORK THAT SELLS A LINE OF POPULAR 3MOKE $IFFERENT SHIRTS !PPLE IS COURTING hTOKERSv WITH THE AD &EISSS AD IS THE ONLY h3WITCHv AD FROM THE ORIGINAL GROUP STILL PROMI NENTLY DISPLAYED ON !PPLES SITE 4HE 2EV 3AMUEL SAID HE RECENTLY ATTENDED A hHIPPIE FESTIVALv AND DISCOVERED A LOT OF YOUNG PEOPLE ARE FAMILIAR WITH &EISS h!PPLE IS VERY COGNIZANT OF WHAT %LLEN REPRESENTS THE STONER COMPUTER MARKET v HE SAID h/BVIOUSLY THEY ARE COURTING MY PEOPLE THE STONERS THE POT ENTHUSIASTS MUNCHIE MAVENS WHICH IS FINE WITH ME 7HEN MORE ADVERTISERS DO WE WILL BE SEEN AS RESPECTABLEv

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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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!PPLE HAS ALWAYS MARKETED ITSELF AS COUNTERCULTURAL BUT SOME PEOPLE ARE TOO COUNTERCULTURAL FOR !PPLE IT APPEARS )N $ECEMBER  LAWYERS REPRESENTING !PPLE SENT REPEAT NOTICES TO THE #HURCH OF 3ATANS 7EB MASTER DEMANDING THAT HE REMOVE FROM THE SITE A h-ADE WITH -ACINTOSHv BADGE AND A h4HINK $IFFERENTv PARODY FEATURING !NTON 3ZANDOR ,A6EY THE #HURCHS FOUNDER 4HE SITES 7EB MASTER 0ETER 'ILMORE EVENTUALLY COMPLIED AFTER RECEIVING A SERIES OF THREATENING LEGAL LETTERS WHICH HE POSTED ON THE SITE 'ILMORE AN AVID -AC FAN SAID HE MERELY WANTED TO DEMONSTRATE HIS LOYALTY TO THE COMPANY WITH A h-ADE WITH A -ACv BANNER !ND THE PARODY POSTER FEATURING ,A6EY A CON SUMMATE ICONOCLAST WAS ENTIRELY IN KEEPING WITH THE THEME OF !PPLES 4HINK $IFFERENT CAMPAIGN /R SO HE THOUGHT h)T WAS A TRIBUTE AND A PARODY AT THE SAME TIME v HE SAID FROM HIS HOME IN .EW 9ORK !PPLE DISAGREED4HE FIRMS OUTSIDE COUNSEL !RENT &OX INSISTED THE IMAGES INFRINGED !PPLES TRADEMARKS AND DEMANDED THEY BE REMOVED IMMEDIATELY !PPLE CLEARLY DISLIKED ITS BRAND BEING ASSOCIATED WITH THE #HURCH ! STATEMENT FAXED TO 'ILMORE SAID h!PPLE BELIEVES THAT YOUR USE OF THE -ADE 7ITH -ACINTOSH AND 4HINK $IFFERENT BADGES IN THIS MANNER IS LIKELY TO TARNISH THE GOODWILL ASSOCIATED WITH THE !PPLE ;TRADEMARK=v

!PPLE HAS GENERALLY TURNED A BLIND EYE TO AD PARODIES AND h-ADE WITH -ACINTOSHv BANNERS 0ARODIES OF THE4HINK $IFFERENT CAMPAIGN FEATURING EVERYTHING FROM (ITLER TO THE 0LANET OF THE !PES CAN BE FOUND ALL OVER THE .ET 4HE #HURCH OF 3ATAN IS ONE OF THE FEW TO WHICH !PPLE TOOK EXCEPTION 'ILMORE CHARGED !PPLE WITH RELIGIOUS DISCRIMINATION AND THREAT ENED TO TAKE HIS CASE TO THE !MERICAN #IVIL ,IBERTIES 5NION (E NOTED THE #HURCH OF 3ATAN IS A LEGALLY RECOGNIZED MINORITY RELI GION h)TS CLEARLY RELIGIOUS DISCRIMINATION v HE SAID h4HERE ARE PLENTY OF #HRISTIAN SITES THAT HAVE THE @-ADE ON A -AC BADGE AND EVEN SOME 7ICCA ONES 4HEY HAVENT ASKED THEM TO TAKE IT DOWNv 'ILMORE NOTED THAT ,A6EY WAS A BIG FAN OF !PPLE AND OWNED SEVERAL -ACS BEFORE HE DIED IN  )RONICALLY !PPLES DEMANDS GARNERED THE #HURCH CONSIDERABLE PUBLICITY MORE IN FACT THAN THE #HURCH HAD RECEIVED IN YEARS 4HE STORY RAN IN NUMEROUS NEWSPAPERS AND ON #.. 'ILMORE SAID HE RECEIVED SEVERAL THOUSAND SUPPORTIVE EMAILS FROM RANK AND FILE -AC FANS !DWEEK AWARDED THE ,A6EY POSTER ITS BEST ADVERTISING PARODY OF  4HE BANNER AND PARODY POSTER HAD BEEN ON THE SITE FOR ALMOST TWO YEARS BEFORE ANYONE NOTICED h4O !PPLES CHAGRIN !DWEEK PRINTED IT v SAID 'ILMORE h)F THEY HADNT SAID ANYTHING NO ONE WOULD HAVE NOTICED /NLY PEOPLE WHO WENT TO THE #HURCH OF 3ATAN 7EB SITE WOULD HAVE SEEN IT .OW ITS ON THE DESKS OF ADVERTISING EXECUTIVES WORLDWIDEv

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OF *OBS WAS CALLED 4HE 3ECOND #OMING OF 3TEVE *OBS IN REFER ENCE TO hTHE EXTRAORDINARY REVERENCE WITH WHICH THE MEDIA HAS TREATED HIM v SAID THE AUTHOR 4HERE MAY BE A CULT OF THE -AC BUT THERES DEFINITELY A CULT OF 3TEVE *OBS (UGE LINES FORM TO SEE HIM TALK AT -ACWORLD AND THERES A NEAR STAMPEDE TO GET SEATS "ILL 'ATES ONCE REMARKED ON *OBS ABILITY TO ELICIT WILD CHEERS FOR CANDY COLORED COMPUT ERS (E WAS TRULY BAFFLED ) RECALL TALKING TO SOME FANS AFTER ONE OF *OBS -ACWORLD KEY NOTES /NE WOMAN SAID h3TEVE LOOKS TIRED (ES BEEN WORKING HARD FOR US LATELYv 3HE HAD A DREAMY LOOK IN HER EYES h#RIKEY v ) THOUGHT h3HES A WHACKED OUT -OONIEv 9ET *OBS REPUTATION IS TARNISHED !LTHOUGH HE IS RESPECTED FOR BEING !PPLES hSAVIORv AFTER RETURNING TO THE TROUBLED COMPANY IN  HE IS WIDELY VIEWED AS AN ASSHOLE h*OBS IS NOT A ROLE MODEL v SAID *OHN -ANZIONE WHO RUNS THE -AC ORIENTED -AC.ETCOM 7EB SITE h(ES NOT SOMEONE TO BE ADMIRED ) WOULD BE SADDENED TO HEAR SOMEONE DESIRE TO BE LIKE 3TEVE *OBSv *OBS PORTRAYS HIMSELF AS A BOHEMIAN YET STORIES ABOUND ABOUT HIS GREED ! DISTURBING STORY EMERGED A FEW YEARS AGO ABOUT HOW HED STIFFED 7OZNIAK ON AN EARLY DEAL *OBS ALSO MAKES A BIG DEAL ABOUT RECEIVING ONLY ONE DOLLAR A YEAR IN SALARY AT !PPLE BUT HE IS ONE OF THE HIGHEST PAID EXECUTIVES IN THE INDUSTRY "ONUSES STOCK OPTIONS AND OTHER PERKS LIKE A PRIVATE JET PUT HIM IN THE TOP TIER ACCORDING TO A  SURVEY BY THE %CONOMIC 2ESEARCH )NSTITUTE !ND THEN THERES *OBS REPUTATION FOR BEING DIFFICULT TO WORK WITH (IS TANTRUMS OUTBURSTS AND VERBAL ABUSE HAVE BEEN WELL DOCUMENTED 'UY +AWASAKI A FORMER !PPLE MARKETING EXECUTIVE SAID WORKING FOR *OBS WAS THE GREATEST EXPERIENCE HED NEVER REPEAT h(E IS A BUNDLE OF PARADOXES v WROTE 3COTT 2OSENBERG ON 3ALONCOM h! MANIPULATIVE CULT OF PERSONALITY LEADER HE ALSO BRINGS EGALITARIAN PRINCIPLES TO HIS WORKPLACES


























 











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IN *OBS PARENTS GARAGE TO AN ITINERANT COMPUTER TEACHER WITH THE UNUSUAL NAME OF ,IZA ,O OP *OBS MADE 7OZ BUY IT AND 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 HOMEMADE PHONE HACKING DEVICE 7HEREAS *OBS IS INACCESSIBLEˆPUBLIC APPEARANCES ARE CAREFULLY STAGE MANAGED BY HIS HANDLERSˆ7OZ IS ANYTHING BUT (E CAN BE WATCHED ALL DAY ON HIS OFFICE 7EBCAM HTTPWOZCAMWOZ ORG WHICH ATTRACTS ABOUT  VISITORS A DAY 4HE 7EBCAM HAS REGULAR VIEWERS WHO TRY TO DIVINE WHAT 7OZ IS UP TO BY READING SCRIBBLINGS ON THE OFFICE WHITEBOARD (OWEVER TRUE TO CHARAC TER ALL THE MESSAGES ARE RED HERRINGS h!NYTHING YOU READ ON THE WHITEBOARD IS MISINFORMATION v SAID $AN 3OKOL 7OZS 7EB MASTER h4O PUT IT ANOTHER WAY IF YOU CAN SEE IT ON CAMERA IT ISNT TRUEv 7OZ PERSONALLY ANSWERS MOST OF THE EMAIL HE RECEIVES WHICH CAN BE HUNDREDS OF MESSAGES A DAY !FTER THE RELEASE OF 0IRATES OF 3ILICON 6ALLEY A 46 MOVIE ABOUT THE EARLY DAYS OF !PPLE 7OZS MAJOR COMPLAINT WASNT ABOUT HOW HED BEEN PORTRAYED BUT ABOUT THE VOLUME OF EMAIL HE HAD TO ANSWER (E STARTED SPENDING  HOURS A DAY RATHER THAN  ANSWERING EMAIL h7E SEE A LOT OF THE ADORATION AND RESPECT HE HAS FROM YOUR AVER AGE EVERYDAY GEEK THROUGH OUR WORK HERE v SAID 3NAGGY WHO HELPS RUN THE POPULAR 'EEKCULTURECOM 7EB SITE h(E JUST ABOUT ALWAYS WINS ANY POLL HES MENTIONED INv 7HILE 7OZ WAS OUT OF THE BUSINESS PAGES FOR MANY YEARS HE WAS A REGULAR FIXTURE ON 3LASHDOTORG A NEWS SITE FOR NERDS 4HE SITE RAN  FEATURES ON HIM ALL GENEROUSLY SPRINKLED WITH THE WORD hHEROv h) HAD NEVER HEARD A NEGATIVE WORD ABOUT THE GUY v WROTE ONE POSTER h3EEMS UNIQUE IN THIS INDUSTRY ESPE CIALLY BECAUSE OF HIS PAIRING WITH 3TEVE *OBS    7E HAVE HERE THE NICEST MAN IN 3ILICON 6ALLEY    )F YOU HAVE A STORY ABOUT HIM PUNCHING A BUSBOY STIFFING A CONTRACTOR OR MAKING A CHILD CRYˆ) DONT WANT TO HEAR ) WOULDNT BELIEVE IT 9OURE ONLY AS RICH AS YOU ARE RICH AT HEARTv





 


















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" -Ê",Ê*, - / ! GRASSROOTS CAMPAIGN TO PERSUADE !PPLES #%/ 3TEVE *OBS TO RUN FOR 0RESIDENT OF THE 5NITED 3TATES WAS LAUNCHED ON THE 7EB IN EARLY  BUT IT WAS OVER ALMOST AS SOON AS IT BEGAN )F SUC CESSFUL THE CAMPAIGN WOULD HAVE DRAFTED *OBS AS A $EMOCRATIC 0ARTY CANDIDATE IN  4HE 3TEVE *OBS FOR 53 0RESIDENT CAMPAIGN DIDNT FAIL BECAUSE OF A LACK OF INTEREST )N FACT SO MANY PEOPLE RUSHED TO THE CAMPAIGN 7EB SITE IT MELTED DOWN MINUTES AFTER IT WAS PUT UP h7E HAD   HITS IN  MINUTES v SAID 7ILLIAM &OSTER WHO DREAMED UP THE IDEA h)T BROUGHT THE SERVER DOWN )T WAS ONLY UP FOR  MINUTESv (OWEVER IN THAT TIME &OSTER SAID HE RECEIVED NUMEROUS EMAILS OF SUPPORT AND ENCOURAGEMENT AND A COUPLE OF DOZEN DONATIONS OF CASHˆHE WOULDNT REVEAL HOW MUCH BUT THEY WERE ALL UNDER  4HE OTHER BIG PROBLEM WAS THAT *OBS WASNT INTERESTED 4HANKS TO THE RESPONSE &OSTER CONSIDERED RELAUNCHING THE SITE (E DECIDED AGAINST IT AFTER PHONING *OBS OFFICE *OBS PERSONAL ASSISTANT TOLD HIM *OBS HAD SEEN THE SITE BUT WAS TOO COMMIT 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 HAVING (E WANTED TO CONCENTRATE ON HIS FAMILY AND HIS TWO COMPANIESv *OBS WHO HEADS UP !PPLE AND 0IXAR AN ANIMATION STUDIO IS A LONGTIME SUPPORTER OF THE $EMOCRATIC 0ARTY *OBS HAD "ILL #LINTON OVER FOR DINNER IN  AT HIS HOUSE IN 0ALO !LTO #ALIFORNIA AND #LINTON RETURNED THE FAVOR *OBS STAYED A NIGHT IN THE 7HITE (OUSES ,INCOLN BEDROOM A PRIVILEGE GRANTED TO BIG PARTY DONORS *OBS AND HIS WIFE ,AURENE HAVE CONTRIBUTED AT LEAST   TO THE $EMOCRATS SINCE  ACCORDING TO RECORDS AVAILABLE THROUGH THE #ENTER OF 2ESPONSIVE 0OLITICS A NONPARTISAN WATCHDOG ORGANIZATION BASED IN 7ASHINGTON $# 4HE COUPLE HASN@T MADE ANY DONATIONS WHATSOEVER TO THE 2EPUBLICANS ACCORDING TO THE CENTER h4HEYRE HEAVILY $EMOCRATIC v SAID RESEARCHER $OUGLAS 7EBER h4HEYVE MADE QUITE A HIGH NUMBER OF CONTRIBUTIONS )TS A FAIR AMOUNT BUT IT DOESNT PUT THEM UP THERE IN THE TOP  CONTRIBUTORSv

4HE IDEA FOR THE CAMPAIGN CAME TO &OSTER AN INFORMATION SYSTEMS PROFESSOR AT !RIZONA 3TATE 5NIVERSITY AFTER WATCHING 0RESIDENT "USHS PERFORMANCE DURING HIS FIRST TWO YEARS IN OFFICE h(ES AN IDIOT v &OSTER SAID "Y CONTRAST &OSTER SAID *OBS WOULD MAKE AN EXCELLENT PRESIDENT h(E HAS SHOWN OVER AND OVER AN ABILITY TO LEAD v &OSTER SAID h(ES BRILLIANTv !S WELL AS BEING A NATURAL LEADER *OBS HAS A GREAT COMMAND OF GLOBAL ISSUES AND DOMESTIC POLITICS &OSTER SAID (E SAID HE MET *OBS IN THE LATE S AND WAS IMPRESSED WITH HIS KNOWLEDGE OF #ONGRESS &OSTER HAS BEEN A BIG FAN SINCE *OBS CERTAINLY HAS HIS FANS BUT NOT EVERYONE AGREES HES UP TO THE JOB !LAN $EUTSCHMAN@S UNAUTHORIZED BIOGRAPHY SAID THE !PPLE #%/ IS TOO ABRASIVE h(E HAS THE CHARISMA AND THE WILL TO POWER BUT NOT THE DIPLOMATIC SKILLS NEEDED TO GOVERN EFFECTIVELY IN A DEMOCRACY v $EUTSCHMAN SAID IN AN EMAIL h(ED PROBABLY TELL A NUMBER OF IMPORTANT SENATORS THAT THEY WERE BOZOS ) THINK 3TEVES BETTER OFF AS A CORPORATE #%/ A POSITION MORE AKIN TO BENEVOLENT DICTATOR THAN TO PRESIDENTv &OSTER ALSO SAID *OBS MAY HAVE TOO MANY SKELETONS IN HIS CLOSET TO SURVIVE A CUTTHROAT CAMPAIGN !S A YOUNG MAN *OBS FATHERED AN ILLEGITIMATE DAUGHTER AND REPORTEDLY DABBLED IN PSYCHEDELICS h.O PRESIDENT HAS EVER ADMITTED TO TAKING PSYCHEDELICS v &OSTER SAID !S OPPOSED OF COURSE TO COCAINE MARIJUANA BOOZE AND A HOST OF OTHER SUBSTANCES &OSTER SAID THAT BECAUSE HIS SHORT LIVED h*OBS FOR 53 0RESIDENTv CAMPAIGN FIZZLED HE PLANNED TO SWITCH HIS SUPPORT TO 3ENATOR *OHN %DWARDS $ .# -OST OF THE TRAFFIC THAT BROUGHT DOWN THE *OBS FOR 0RESIDENT 7EB SITE CAME FROM 3LASHDOT A POPULAR TECHNOLOGY 7EB SITE WHICH &OSTER USED TO PUBLICIZE HIS FRESHLY POSTED SITE 3LASHDOT READERS MADE SOME GOOD JOKES ABOUT A 3TEVE *OBS PRESIDENCY /NE SUGGESTED HE INVADE )RAQ AND RENAME IT I2AQ !NOTHER SUG GESTED *OBS WOULD BE BARRED FROM EXECUTIVE OFFICE BECAUSE OF THE SEPARATION OF CHURCH AND STATE !S A DEITY *OBS WOULDNT BE ALLOWED TO HOLD THE NATIONS HIGHEST PUBLIC OFFICE



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4HE TERM hSLASHv COMES FROM THE PUNCTUATION MARK DENOTING PAIRED LOVERS AS IN 3TARSKY(UTCH 3LASH FICTION AROSE IN THE S AMONG STRAIGHT FEMALE 3TAR4REK FANS WHO WANTED TO RENDER THE GAY SUBTEXT BETWEEN +IRK AND 3POCK EXPLICIT THROUGH THEIR OWN WRITINGS 3INCE THEN IT HAS FLOURISHED AS A LIVELY LITERARY SUBGENRE ON THE .ET 4HERE ARE DOZENS OF SITES ARCHIVING THOU SANDS OF STORIES

4HE REMAINING STORIES FOCUS ON THE DETERIORATING BUSINESS RELA TIONSHIP BETWEEN THE TWO *OBS ACCUSES 'ATES OF RIPPING OFF THE -ACINTOSH GRAPHICAL OPERATING SYSTEM FOR 7INDOWS AND THE ENDURING AFFAIR 3LADE DEPICTS BUSINESS ROWS PUNCTUATED BY BOUTS OF HOT GAY SEX !ND WHILE 'ATES DOMINATES THE PROFES SIONAL RELATIONSHIP *OBS IS THE hTOPv IN THE BEDROOM

!CCORDING TO HER 7EB SITE 3LADES STORIES WERE INSPIRED BY THE  4.4 MOVIE 0IRATES OF 3ILICON 6ALLEY WHICH CHRONICLED THE EARLY HISTORY OF !PPLE AND -ICROSOFT PERSONIFIED BY *OBS AND 'ATES 3LADE IS AT PAINS TO POINT OUT THAT HER FICTION PLAYS OFF THE CHARACTERS IN THE MOVIE NOT THE REAL 'ATES AND *OBS 3LADES FIRST STORY IN THE SERIES ) (AVE 7HAT 9OU .EED DETAILS A hMISSING SCENEv FROM THE MOVIE !LTHOUGH ITS NOT ENTIRELY CLEAR FROM THE TEXT THE STORY APPEARS TO TAKE PLACE AFTER *OBS SHOWS 'ATES THE -ACINTOSH FOR THE FIRST TIME 7RITTEN IN FIRST PERSON NARRATIVE FROM 'ATES POINT OF VIEW 'ATES TELLS *OBS HE hHAS WHAT HE NEEDSv *OBS THINKS ITS SOFTWARE FOR THE -AC BUT QUICKLY FINDS OUT 'ATES IS REFERRING TO SOMETHING ELSE ENTIRELY

4HE SEX CEMENTS THE RELATIONSHIP BETWEEN 'ATES AND *OBS !PPLE AND -ICROSOFT [1=J= ;GEH9LA:D= f THE FICTIONAL 'ATES TELLS THE FICTIONAL *OBS "UT THE SEX SIMPLY LURES *OBS INTO A FALSE SENSE OF SECURITY WHICH OF COURSE IS EXPLOITED BY 'ATES

h4HERES SUCH AN INTENSE DYNAMIC AND HISTORY BETWEEN ;*OBS AND 'ATES= v SAID 3LADE h4HEY CHANGED THE WORLD TOGETHER !ND ) JUST CANT HELP WONDERING HOW IT WOULD HAVE BEEN DIFFERENT IF THEYD REALLY BEEN @TOGETHER )TS JUST A MATTER OF TAKING THE TEN SION THAT ALREADY EXISTS AND MAKING IT SEXUALv #OMPARED TO MOST OF THE DULL MATERIAL PUBLISHED ABOUT *OBS AND 'ATES THESE STORIES ARE A RIP ROARING READ "UT WHILE THE STORIES ARE CLEARLY PARODY 3LADES CHOICE OF USING REAL PEOPLE IS CONTROVERSIAL 3LASH PURISTS INSIST ONLY FICTIONAL CHARACTERS SHOULD POPULATE THE CANON h4HE EXTENSION OF SLASH FROM FICTIONAL CHARACTERS TO REAL PEOPLE WOULD BE TROUBLING TO THE ORIGINAL FANS WHO CONCEIVED OF THE GENRE v SAID (ENRY *ENKINS 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 MENˆMOST SLASH FOCUSES ON THE MALE LEADS OF ACTION TYPE 46 SHOWSˆAND 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 SLASHˆPART 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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//"" 3OME UNLIKELY PEOPLE GET !PPLE TATTOOS #HRISTOF +OCH A PRO FESSOR OF COMPUTATION AND NEURAL SYSTEMS AT THE RENOWNED #ALIFORNIA )NSTITUTE OF 4ECHNOLOGY AND HEAD OF THE +OCH ,ABORATORY HAS A SMALL RAINBOW COLORED !PPLE LOGO TATTOOED ON HIS RIGHT ARM h) ALWAYS WANTED A TATTOO AND ) REALLY LOVE THE -AC v +OCH SAID h4HERE ARE VERY FEW ARTIFACTS THAT ARE SO PER FECTLY SUITED TO THEIR ENVIRONMENT THAT BLEND FORM AND FUNCTION 4HE -AC IS LIKE A PERFECTLY DESIGNED ORGANISMv +OCH IS ONE OF THE WORLDS LEADING NEUROSCIENTISTS (E AND .OBEL 0RIZE WINNER &RANCIS #RICK HAVE TEAMED UP TO SEARCH FOR THE NEUROLOGICAL SEAT OF CONSCIOUSNESS A PHILOSOPHICALLY CONTENTIOUS ENDEAVOR THAT HAS YIELDED SOME SURPRISING RESULTS ! COUPLE OF YEARS AGO +OCH CLAIMED TO HAVE FOUND BRAIN CELLS DEDICATED TO RECOGNIZING "ILL #LINTON 4HE FINDING SUGGESTS THE EXISTENCE OF THE HITHERTO ELUSIVE hGRANDMOTHER CELLv A NEURON TUNED TO RECOGNIZING YOUR GRANDMOTHER "EFORE +OCHS DISCOVERY MOST COGNITIVE SCIENTISTS BELIEVED THAT HIGHER ORDER FUNCTIONS LIKE RECOGNIZING FACES WERE CONDUCTED BY LARGE COMPLEX NETWORKS OF NEURONS NOT INDIVIDUAL CELLS h4HERE ARE GRANDMOTHER NEURONS v +OCH SAID hEVEN IF PEOPLE DONT LIKE THE IDEAv

+OCH GOT HIS !PPLE TATTOO IN  WHILE ON A SUMMER ARCHEO LOGICAL DIG IN )SRAEL WITH HIS  YEAR OLD SON !LEXANDER WHO PESTERED +OCH TO TAKE HIM TO A TATTOO PARLOR +OCH EVENTUALLY RELENTED BUT WHEN THEY GOT THERE HIS SON COULDNT DECIDE WHAT TO GET /N IMPULSE +OCH DECIDED TO GET AN !PPLE TATTOO BUT THE TATTOO ARTIST DIDNT KNOW WHAT IT LOOKED LIKE h)F YOU JUST WANT AN !MERICAN CORPORATE LOGO WE CAN GIVE YOU THE ;-C$ONALDS= 'OLDEN !RCHES v +OCH WAS TOLD +OCH FOUND A COMPUTER MAGAZINE AT A NEARBY NEWSSTAND AND IT CONTAINED THE !PPLE LOGO 4HE TATTOO ARTIST hDID A PERFECT JOB IT REALLY LOOKS GOOD v +OCH SAID (IS WIFE DIDNT THINK SO THOUGH h3HE DOES NOT LIKE TATTOOS v +OCH SAID h4HATS WHY ) HAD TO GET IT DONE IN )SRAELv (IS SON DIDNT LIKE IT EITHER h(E THOUGHT IT LOOKED TOO WHIMSI CAL v +OCH SAID h(E WANTED SOMETHING MORE SERIOUS )F YOURE  YEARS OLD ITS IMPORTANT TO LOOK SERIOUS AND TOUGH "UT ONCE YOURE  YOU DONT NEED THAT IMAGE ANYMOREv +OCH WAS SURPRISED TO LEARN HE IS NOT THE ONLY PERSON WITH AN !PPLE TATTOO AND THAT THERE ARE DOZENS OF OTHERS h)TS PRETTY CRAZY v HE SAID h4HERES A WHOLE COMMUNITY OF US h) BET YOU THERES NO PERSON WITH A -ICROSOFT LOGO v HE ADDED

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9]Ê" Ê/"",,"7 ! FEW YEARS AGO 0ETER #OHEN WAS LAID OFF FROM HIS SYSTEMS ADMINISTRATOR JOB 7ITH TIME ON HIS HANDS HE VOLUNTEERED TO COVER THE % GAMING CONVENTION IN ,OS !NGELES FOR -AC#ENTRAL A -ACINTOSH NEWS SITE ! -AC AFICIONADO AND GAMING FAN #OHEN WAS SO PSYCHED TO BE AT THE SHOW HE WANTED A WAY TO COMMEMORATE IT !ND SO BEGAN A TRADITION 4HREE TIMES A YEAR FOR THE LAST FOUR YEARS #OHEN HAS HAD HIS HAIR STYLED INTO AN !PPLE LOGO FOR % AND THE BIANNUAL -ACWORLD SHOWS IN .EW 9ORK AND 3AN &RANCISCO h)TS WHAT )M KNOWN FOR v #OHEN SAID FROM HIS HOME IN #APE #OD -ASSACHUSETTS h) JUST SHOW MY LOYALTY TO !PPLE IN A DIFFERENT WAY THAN MOST PEOPLE DO )TS FUN BEING A CELEBRITY FOR A LITTLE WHILE AS FREAKISH AS IT MAY BEv #OHEN USUALLY SHAVES HIS HEAD BUT FOR THE CONFERENCES HE 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 SHOW TO GIVE THE ARTIST A PALETTE TO WORK WITH v HE SAID !S WELL AS THE !PPLE LOGO HES ALSO HAD LARGE COLORFUL h8v HAIRCUTS CELEBRATING !PPLES -AC /3 8 OPERATING SYSTEM

(IS UNIQUE HAIRSTYLES ALWAYS ATTRACT A LOT OF ATTENTION ! COUPLE OF YEARS AGO A 'ERMAN WITH LIMITED %NGLISH ASKED HIM h-AY ) TAKE A PICTURE OF YOUR BACKSIDEv #OHEN WAS MOMENTARILY PUZZLED h-AY ) TAKE A PICTURE OF YOUR REAR PARTSv THE 'ERMAN ELABORATED 4HE FOLLOWING YEAR THEY RAN INTO EACH OTHER AGAIN 4HE 'ERMAN SIMPLY SAID h"ACKSIDEv #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 #OHEN WHO IS A BIG SOMEWHAT FIERCE LOOKING GUY h0EOPLE HAVE TRIED TO MAKE IT HEATED BUT ITS NOT SOMETHING ) GET INTO AN ARGUMENT ABOUTv (OWEVER HE FAILED TO GET !PPLE #%/ 3TEVE *OBS ATTENTION AT THE OPENING OF THE !PPLE STORE IN -ANHATTAN h) WAS PRACTICALLY DOING BACK FLIPS v #OHEN SAID "UT 0HIL 3CHILLER HEAD OF !PPLES MARKETING NOTICED h4HATS PRETTY HARD CORE v HE TOLD #OHEN h) WOULD NEVER DO ANYTHING LIKE THATv .OW THAT HES COMFORTABLE WITH THE HAIRCUTS #OHEN IS PLAN NING THE NEXT STEP A PAIR OF TATTOOS h4HE FIRST WILL BE MY WIFES NAME v #OHEN SAID h4HE SECOND WILL BE !PPLE 4HESE ARE MY TWO LOVESv




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-*"// \Ê/ Ê 7Ê" - --" $ID YOU KNOW "ILL 'ATES USES A -ACINTOSH 3O DO "ILL #LINTON "ORIS 9ELTSIN 3YLVESTER 3TALLONE AND -ARTHA 3TEWART 4HE LATE 0RINCESS $IANA AND +ING (USSEIN OF *ORDAN WERE -AC USERS TOO !ND DID YOU NOTICE THE DISTINCTIVE -ACINTOSH SYSTEM BEEP IN 4RUE ,IES /R THAT *EAN #LAUDE 6AN $AMME USED A 0OWER"OOK  AS AN OFFENSIVE WEAPON IN +NOCK /FF  7ELL LEGIONS OF -ACSPOTTERS REMARK SUCH THINGS 4HEYRE COMPILING LONG LISTS OF ALL THE CELEBRITIES WORLD LEADERS CAPTAINS OF INDUS TRY ATHLETES AND MUSICIANS WHO USE -ACS ,IKE AN ORNITHOLOGIST SPENDING HOURS IN A BOG TO SPOT A RARE BIRD SOME -AC FANS WILL SIT GLUED TO THE 46 FOR A GLIMPSE OF SOME !PPLE HARDWARE -AC FANS NOTE EVERY APPEARANCE OF A -AC IN A MOVIE OR 46 SHOW AS WELL AS EVERY MENTION OF A -AC IN MAGAZINES AND NEWSPAPERS ON THE RADIO AND ON POP ALBUMSˆEVEN IN CARTOON STRIPS 4HE PHENOMENON FEEDS A REGULAR COLUMN ON -AC#ENTRAL A -ACINTOSH NEWS SITE "ASED ON A STEADY STREAM OF READER TIPS THE &AMOUS 0EOPLE COLUMN FEATURES CELEBRITY -AC USERS AND -AC APPEARANCES IN MOVIES 46 SHOWS AND MYRIAD OTHER MEDIA (AVING BECOME POPULAR ON -AC#ENTRAL -ACSPOTTING HAS NOW SPREAD TO NUMEROUS -AC SITES 0ERHAPS THE MOST COMPRE HENSIVE DATABASE OF -ACS IN MOVIES AND ON 46 IS THE &RENCH -AC3TUDIOS SITE HTTPWWWCRUNIACCOMINDEXPHP  )TS TAKING ON SHADES OF AN OBSESSION THE FOLLOWING COMES FROM A RECENT &AMOUS 0EOPLE COLUMN h$URING AN EPISODE OF 4HE 8 &ILES v THE COLUMN NOTED hIF YOU LOOK CLOSE    YOU CAN BRIEFLY SEE THE LEFT CORNER OF A LAPTOP    THE CURVE OF THE DISPLAY CASE LOOKED LIKE A ' 3ERIES 0OWER"OOK TO MEv

4HE COLUMN WHICH BEGAN ON AN IRREGULAR BASIS HAS BECOME A DAILY FIXTURE AND IS ONE OF THE SITES BIGGEST DRAWS SAID -AC#ENTRAL PUBLISHER 3TAN &LACK h)TS BECOME ONE OF THE MOST POPULAR THINGS WE DO v &LACK SAID hWHICH IS QUITE STRANGEv &LACK ATTRIBUTED THE COLUMNS POPULARITY TO A COMBINATION OF FANATI CISM AN UNDERDOG MENTALITY AND THE FACT THAT PEOPLE LIKE TO READ ABOUT CELEBRITIES NO MATTER WHAT THE TOPIC h5NDERDOGS LIKE IT WHEN A SUPERSTAR OR A CELEBRITY USES THE SAME SYSTEM THEY DO .INE OUT OF  PEOPLE DONT USE A -AC 4HEY NEED SOME COMFORT v HE SAID h)F WE DID A COLUMN ABOUT STARS THAT ATE PEANUTS PEOPLE WOULD READ THAT TOOv $ENNIS 3ELLERS THE COLUMNS AUTHOR SAID HE GETS AT LEAST  EMAILS A WEEK ON THE TOPIC (E GETS THE MOST WHEN -ACS SHOW UP ON 46 ESPECIALLY DURING 4HE 8 &ILES OR &ELICITY h) GET INUNDATED WITH EMAILS SAYING A 0OWER"OOK POPPED UP FOR TWO SECONDS ON 3UNDAY NIGHT v HE SAID 3ELLERS COLUMN POINTED TO "ILL 'ATES AS A -AC USER ! READER hHAPPILY NOTEDv AN AGING -AC IN THE BACKGROUND OF A PHO TOGRAPH OF -ICROSOFTS 3TEVE "ALLMER AND "ILL 'ATES WHILE STUDYING 3TEPHEN 3EGALLERS BOOK .ERDS  ! "RIEF (ISTORY OF THE )NTERNET h.O WONDER "ILL IS SO RICH v THE READER WROTE h(E USES A -ACv ,ISTS OF CELEBRITY -AC USERS CAN ALSO BE FOUND AT THE !PPLE -USEUM HTTPWWWTHEAPPLEMUSEUMCOM AND THE #ELEBRITY -ACINTOSH 0AGE HTTPWWWOWTCOMUSERSSDECHTERCELEBHTML WHERE THE NUMBER OF STARS AUTHORS PRODUCERS MUSICIANS THE ATER TYPES ATHLETES POLITICIANS AND CORPORATE BIGWIGS WHO USE OR HAVE USED A -AC RUNS INTO THE HUNDREDS 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 0RESIDENT #LINTON AND 6ICE 0RESIDENT !L 'ORE CYBERPUNK WRIT ERS 7ILLIAM 'IBSON "RUCE 3TERLING AND .EAL 3TEPHENSON AND ' 'ORDON ,IDDY JAILBIRD CUM COLUMNIST 'ATES IS MENTIONED AS IS "ILL ,OWE THE FORMER HEAD OF )"-S 0# $EVELOPMENT4EAM 3O TOO IS 3EYMOUR #RAY SUPERCOMPUTER DESIGNER -ARTHA 3TEWART -ALCOLM &ORBES *R AND $ISNEYS #%/ -ICHAEL %ISNER 4HE !PPLE -USEUM ALSO HOUSES A LONG LIST OF !PPLE SIGHTINGS IN MOVIES DATING BACK TO  %VEN THE BRIEFEST GLIMPSE WARRANTS A MENTION -ACS SEEM TO BE GETTING MORE AND MORE POPULAR /NLY TWO  MOVIES FEATURED AN !PPLE MACHINE 7AR'AMES AND 4RADING 0LACES "UT IN  -ACS WERE SPOTTED IN  MOV IES INCLUDING 4HE &ACULTY 'ODZILLA AND 9OUVE 'OT -AIL 3OMETIMES A -AC IS NOT SEEN JUST HEARD 4HE LIST NOTES THE DIS TINCTIVE BOOTING BLIPS AND BEEPS OF -ACS ON MOVIE SOUNDTRACKS SUCH AS 4RUE ,IES 4HE -AC ALSO SEEMS TO BE A 46 STAPLE APPEARING REGULARLY ON 3PIN #ITY -ELROSE 0LACE 6ERONICAS #LOSET AND MANY OTHER SHOWS ACCORDING TO THE LISTS 7HO FOR EXAMPLE FAILED TO NOTICE ON 3EINFELD THE TH !NNIVERSARY -AC THE 0OWER-AC  THE -AC 3% THE $UO$OCK THE !PPLE KEYBOARD AND THE -ULTIPLE 3CAN MONITOR !ND SURELY YOU SPOTTED THE -AC7AREHOUSE MAIL ORDER CATALOG 3OMEONE DID


** Ê*," 1 /Ê*


 / 4HE NUMBER OF -ACS SHOWN IN MOVIES AND 46 IS WAY OUT OF PROPORTION TO THE NUMBER USED IN REAL LIFE "Y (OLLYWOOD STANDARDS EVERYONE USES AN I-AC OR AN I"OOK INSTEAD OF OCCA SIONALLY WHICH IS THE UNFORTUNATE REALITY 4HERE ARE A NUMBER OF

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REASONS WHY #HIEF AMONG THEM ARE !PPLES VIGOROUS PRODUCT PLACEMENT EFFORTS )N  A FLEETING GLIMPSE OF SOME 2EESES 0IECES IN 3PIELBERGS %4 SENT SALES OF THE CANDY THROUGH THE ROOF 3INCE THEN GETTING PRODUCTS INTO MOVIES HAS BECOME A MAJOR FOCUS FOR COMPANIES LIKE !PPLE !CCORDING TO !PPLES 7EB SITE -ACS HAVE BEEN FEATURED IN MORE THAN   MOVIES AND 46 SHOWS SINCE THE EARLY S -OST OF THE MACHINES ARE SIMPLY LOANED TO THE PRODUCERS &OR THE COST OF SHIPPING A COMPUTER TO (OLLYWOOD THE HARDWARE CAN BE SEEN IN MOVIE THEATERS ALL OVER THE WORLD /CCASIONALLY MOVIE MAKERS WILL BUY THE MACHINE AFTER THE FILM HAS WRAPPED SO !PPLE GETS A SALE OUT OF IT TOO )N THE MOVIES  WAS THE HIGH POINT OF !PPLES PRODUCT PLACEMENT EFFORTS 5NDER THE GUIDANCE OF MARKETING WHIZ 3ATJIV #HAHIL -ACS HAD STARRING ROLES IN )NDEPENDENCE $AY -ISSION )MPOSSIBLE AND 2ANSOM THE FIRST THIRD AND FIFTH HIGHEST GROSS ING MOVIES OF THAT YEAR h"Y PUTTING ONE 0OWER"OOK IN A MOVIE LIKE -ISSION )MPOSSIBLE YOU GET YOUR PRODUCT SHOWN IN EVERY COUNTRY IN THE WORLD v !PPLES PRODUCT PLACEMENT MANAGER 3UZANNE &ORLENZA TOLD !PPLES 7EB SITE h9OU LOOK AT THAT AND SAY WOW OUR PRODUCT HAS BEEN SEEN BY THIS MANY PEOPLE FOR THE COST OF LOANING THE PRODUCTv !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 WAS A FRUIT COMPANY !PPLE ESTIMATED THAT NEARLY  MILLION PEOPLE WORLDWIDE SAW THE FREE ENDORSEMENT -ACS ARE ESPECIALLY POPULAR ON TELEVISION 3HOWS LIKE 3EX AND THE #ITY $HARMA AND 'REG &ELICITY 4HE 8 &ILES 4HE $REW #AREY 3HOW 3PIN #ITY "EVERLY (ILLS  .ORTHERN %XPOSURE

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.90$ "LUE (OME )MPROVEMENT -ELROSE 0LACE AND 3EINFELD HAVE ALL PROMINENTLY FEATURED -ACS h4HE !PPLE BRAND MAKES A STATEMENT ABOUT THE CHARACTER IN THE MOVIE v &ORLENZA SAID

WERE TRAITORS IN THEIR MIDST BUT NO ONE KNEW WHO THEY WERE .O ONE THAT IS EXCEPT $EAN "ROWELL A 7EB DESIGNER FOR A SMALL COLLEGE IN 6IRGINIA

"UT ANOTHER BIG REASON -ACS ARE FEATURED SO PROMINENTLY IN THE ENTERTAINMENT INDUSTRY IS BECAUSE THEY ARE USED SO WIDELY IN THAT INDUSTRY 0LUS OF COURSE MANY DIRECTORS PROP MANAGERS AND SET DESIGNERS APPRECIATE !PPLES UNIQUE AESTHETIC h7ERE LUCKY THAT !PPLE IS SO ENTRENCHED IN THE ENTERTAINMENT INDUSTRY v &ORLENZA SAID h)TS SOMETIMES AS EASY AS THE DIRECTOR SAYING @)T HAS TO BE A -AC AND WE CANT USE ANYTHING ELSE 4HAT HAPPENS A LOTv

"ROWELL IS AN AVID -ACSPOTTER (E KEEPS HIS EYES PEELED FOR GLIMPSES OF -ACS ON 46 AND IN THE MOVIES AND SOMETIMES SENDS NOTES ABOUT SIGHTINGS TO 7EB PUBLICATIONS -AC#ENTRAL AND -AC /BSERVER 7ATCHING  WITH HIS WIFE "ROWELL QUICKLY NOTICED THAT ALL THE GOOD GUYS USE -ACS WHILE THE ANTAGONISTS USE 0#S h) MADE AN OFF THE CUFF REMARK TO MY WIFE v "ROWELL SAID h)T WAS OBVIOUS FROM THE FIRST EPISODE THAT THE ASSASSINS USE 0#S BUT +IEFER 3UTHERLAND AND HIS GANG ALL USE -ACSv

"97"" \Ê"" Ê19-Ê1- Ê
(OLLYWOOD USES A HANDFUL OF CLICHÏS TO DENOTE VILLAINY 4HE BAD GUYS ARE .AZIS 3OVIETS OR !RABS 4HEY WEAR BLACK CLOTHING OR HAVE STUBBLY CHINS .OW THERES A NEW ONE 4HE BADDIES USE 7INDOWS 0#S )N &OXS HIT 46 SHOW  STARRING +IEFER 3UTHERLAND THE VIL LAINS USED 0#S RUNNING -ICROSOFT 7INDOWS 4HE GOOD GUYS OF COURSE USED -ACS 4HE SHOW WAS A BLOCKBUSTER HIT FOR &OX AND EARNED STAR +IEFER 3UTHERLAND A 'OLDEN 'LOBE AWARD 4HE SHOW WHICH DEBUTED IN .OVEMBER  TRACED  HOURS IN THE HECTIC LIFE OF COUNTER TERRORISM AGENT *ACK "AUER 3UTHERLAND WHO STRUGGLED TO RESCUE HIS KIDNAPPED WIFE AND DAUGHTER WHILE SIMULTANEOUSLY FOILING AN ASSASSINATION PLOT %ACH HOUR LONG EPISODE UNFOLDED IN REAL TIME 4HE ACTION WAS FULL OF PLOT TWISTS #ENTRAL TO THE DRAMA WAS FIGURING OUT THE IDENTITY OF THE MOLES IN "AUERS GROUP THERE

"AUER USES AN !PPLE #UBE AND A TITANIUM 0OWER"OOK -OST OF HIS FELLOW AGENTS USE 0OWER"OOKS I"OOKS OR 0OWER -ACS WITH FLAT SCREENS 4HE BADDIES A GROUP OF RENEGADE 3ERBS USE $ELL MACHINES (OWEVER AFTER A FEW EPISODES "ROWELL NOTICED THAT ONE OF THE #)! AGENTS THE TRUSTWORTHY *AMEY &ARRELL +ARINA !RROYAVE USES A $ELL 0# h) THOUGHT MY THEORY HAD BEEN BLOWN v HE SAID h-Y WIFE WAS QUITE ENTERTAINED WHEN MY THEORY WAS SHOT DOWNv "UT &ARRELL WAS SUBSEQUENTLY EXPOSED AS A TRAITOR AND COMMITTED SUICIDE BOLSTERING "ROWELLS THEORY h3HE WAS SUPPOSED TO BE THE ONE EVERYONE TRUSTED v HE SAID ! CHARACTER WIDELY SUSPECTED OF BEING A TRAITORˆ4ONY !LMEIDA #ARLOS "ERNARD ˆUSED A -AC WHICH CONVINCED "ROWELL THAT HIS CHARACTERIZATION WAS A RED HERRING !ND ONE OF "AUERS MOST TRUSTED COLLEAGUES .INA -YERS 3ARAH #LARKE USED A $ELL LAP 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 THERE FROM THE BEGINNING )T WOULD BE A REALLY BIG COINCIDENCE IF THEY DIDNT PUT THAT IN THERE INTENTIONALLYv

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'ARRETT "EAUVAIS A MARKETING EXECUTIVE AT !DVANCED -ICRO $EVICES WHICH MAKES CHIPS FOR 0#S SUGGESTED THAT !PPLES FAMOUSLY VIGOROUS PRODUCT PLACEMENT EFFORTS ARE THE SOURCE OF THE PLOT DEVICE h!PPLE #OMPUTER OUTSPENDS ALL OTHER 0# COM PANIES IN PRODUCT PLACEMENT AND IS PERHAPS MORE ACTIVE IN THE AREA THAN ANY OTHER TECHNOLOGY COMPANY OUTSIDE OF -ICROSOFT v "EAUVAIS WROTE .ATURALLY THE PRODUCERS OF  POOH POOHED THE IDEA OF ANY CONNECTION BETWEEN COMPUTING PLATFORM AND MORAL FIBER h6ERY CLEVER OF YOU TO FIGURE THIS OUT v SAID WRITER -ICHAEL ,OCEFF IN AN EMAIL h"UT YOUR POWERS OF OBSERVATION COULD HAVE CARRIED YOU A LITTLE FURTHER &OR INSTANCE THE BAD GUYS USE .OKIA AND THE GOOD GUYS %RICSSON 4HE GOOD GUYS PLAY CHESS AND THE BAD GUYS PLAY 'O4HE GOOD GUYS EAT POPCORN AND RECONSTITUTED SOY PROTEIN AND THE BAD GUYS EAT RED MEAT 4HE GOOD GUYS ARE ON THE QUARTER SYSTEM AND THE BAD GUYS ON SEMESTERS (OWEVERˆ BOTH THE GOOD GUYS AND THE BAD GUYS READ 7IRED ;.EWS=v $ESPITE ,OCEFFS SARCASTIC DENIAL OBSERVANT POP CULTURISTS HAVE NOTICED THE GOOD GUYSBAD GUYS PLATFORM DICHOTOMY IN A NUM BER OF OTHER MOVIES )N THE FILM -ISSION )MPOSSIBLE 4OM #RUISE PLAYS A GOVERNMENT AGENT FRANTICALLY TRYING TO FOIL A FIENDISH PLOT 4HE BAD GUYS USE 7INDOWS NOTEBOOKS WHILE #RUISE AND FRIENDS USE !PPLE 0OWER"OOKS

–

–}–}–}

#HARLES #OLOMBO NOTED THAT IN 9OUVE 'OT -AIL -EG 2YANS CUD DLY DOWN TO EARTH CORNER BOOKSTORE CHARACTER USES A -AC WHILE 4OM (ANKS PREDATORY CORPORATE MEGA BOOKSTORE CHAIN OWNER USES AN )"- 4HINK0AD 4HE TWO COMPANIES BID TO HAVE THEIR MACHINES USED IN THE MOVIE !PPLE CAME OUT BEST IT SEEMS 3ARA 4RIPP NOTICED THE SAME THING IN ,EGALLY "LONDEˆTHE FREE SPIRIT HEROINE 2EESE 7ITHERSPOON USES AN !PPLE LAPTOP WHILE EVERYONE ELSE AT (ARVARD ,AW WHO ARE PORTRAYED AS A BUNCH OF STIFFS OWN 0# NOTEBOOKS h4HERE IS A GREAT SCENE WHERE ;7ITHERSPOON= IS PICTURED SITTING IN A LECTURE HALL WITH HER ORANGE COLORED I"OOK AMONG A SEA OF BLACK LAPTOPS v WROTE 4RIPP IN AN EMAIL h/NCE AGAIN THE GOOD PERSON IS SEEN OWN ING A -ACv )N ("/S 3EX AND THE #ITY 3ARAH *ESSICA 0ARKER PLAYS A SYM PATHETIC WRITER WHO USES AN I"OOK (ER MANIPULATIVE BOYFRIEND -R "IG USES A 0# 4HERE ARE OF COURSE EXCEPTIONS )N THE  MOVIE -OST 7ANTED *ON 6OIGHT LEADS A TEAM OF ASSASSINS WHO USE 0OWER"OOK $UOS TO PLOT THEIR EVIL SCHEMES )N *URASSIC 0ARK THE MONEY GRUBBING BAD GUY USES A -AC TO SABOTAGE THE PARK AND UNLEASH THE DINOSAURS !ND AT THE END OF 5NBREAKABLE 3AMUEL , *ACKSONS CHARACTER IS REVEALED TO BE NOT ONLY BAD BUT A -AC USER TO BOOT


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/ Ê 6
 -/ )N THE MID TO LATE S !PPLE MIGHT HAVE GONE OUT OF BUSI NESS IF IT HADNT BEEN FOR A CRUSADING ARMY OF EVANGELISTS LED BY A CHARISMATIC MARKETING EXECUTIVE 4HE EXECUTIVEˆ'UY +AWASAKIˆWAS AN EARLY PROPONENT OF WHAT HAS COME TO BE KNOWN AS hEVANGELIST MARKETINGvˆTURNING YOUR CUSTOMERS INTO MESSIANIC PROPONENTS +AWASAKIS PRIMARY TOOL WAS A POPULAR )NTERNET MAILING LIST CALLED THE -AC %VANGE,IST )T NOT ONLY HAD A PROFOUND INFLUENCE ON -AC CULTURE IT ARGUABLY SAVED !PPLE )N THE MID S !PPLE WAS THE BIGGEST COMPUTER MAKER IN THE 53 BUT INCREASING COMPETITION FROM -ICROSOFT AS WELL AS A SERIES OF BOTCHED PRODUCTS AND BUSINESS BLUNDERS LED TO A LONG STRING OF HEAVY LOSSES !PPLE APPEARED TO BE IN A hDEATH SPIRAL v FROM WHICH IT COULDNT PULL OUT )TS HARD TO KILL A COMPANY AS BIG AS !PPLE BUT IN  AND  IT LOOKED DOOMED ! BIG PART OF THE PROBLEM WAS NEGATIVE PRESS "AD NEWS ABOUT !PPLE BECAME A SELF FULFILLING PROPHECY STORIES ABOUT !PPLES DECLINE MADE CUSTOMERS NERVOUS 4HEY BOUGHT FEWER COM PUTERS AND THE TROUBLE DEEPENED 2EALIZING THIS +AWASAKI LAUNCHED THE %VANGE,IST IN *ULY  TO PROVIDE A DAILY STREAM OF hGOOD NEWSv ABOUT !PPLE h4HE WHOLE REASON THAT %VANGE,IST WAS STARTED WAS BECAUSE THE PRESS WAS SO NEGA TIVE v SAID +AWASAKI RECENTLY h) DECIDED THAT INSTEAD OF TRYING TO CONVINCE THE PRESS WE WOULD BECOME THE PRESSv 4HE %VANGE,IST SENT OUT DAILY WAS A BREEZY MIX OF NEWS TIPS QUERIES AND JOB POSTINGS 4HANKS TO +AWASAKIS SHARP WIT AND OFTEN HILARIOUS DIATRIBES AGAINST -ICROSOFT THE %VANGE,IST QUICKLY BECAME POPULAR !T ITS PEAK THE %VANGE,IST BOASTED   DAILY SUBSCRIBERS ALTHOUGH +AWASAKI HAS SUGGESTED THE LIST ACTUALLY REACHED ABOUT   -ACINTOSH FANS BECAUSE IT WAS SO WIDELY PASSED AROUND IN EMAIL NEWSGROUPS BULLETIN BOARDS AND 7EB SITES +AWASAKI EVENTUALLY ARCHIVED THE LIST ON AN AFFILIATED h-ACWAYv 7EB SITE WHICH IS NOW GONE !S WELL AS NEWS THE %VANGE,IST HAD A BIG ACTIVIST COMPO NENT +AWASAKI URGED SUBSCRIBERSˆKNOWN AS %VANGE,ISTASˆTO PROSELYTIZE THE -AC BY ENGAGING 7INDOWS 0# USERS IN DEBATE %VANGE,ISTAS WERE URGED TO WEAR !PPLE LOGOED 4 SHIRTS AND BASEBALL CAPS hTO SHOW THE WORLD WERE NOT CRAWLING INTO HOLES AND DYINGv (E RECOMMENDED LEAVING -ACINTOSH MAGAZINES IN DOCTORS WAITING ROOMS AND SEAT POCKETS ON AIRPLANES !ND HE SUGGESTED ASKING STORE CLERKS WHY THEY WERENT STOCKING MORE -ACS FIXING UP NEGLECTED MACHINES AND TALKING TO POTENTIAL

CUSTOMERS ABOUT BUYING A -AC -ANY SUBSCRIBERS SPENT THEIR WEEKENDS AS UNPAID SALESPEOPLE AT #OMP53! STEERING CUS TOMERS TO THE -AC SECTION "UT THE LIST WAS MOST FAMOUS FOR MARSHALLING A FORMIDABLE FORCE OF -AC FANATICS WHEN IT APPEARED THAT THE PLATFORM NEEDED DEFENDING IN THE PRESS +AWASAKI URGED SUBSCRIBERS TO hEDUCATEv WRONGHEADED JOURNALISTS WHO WROTE NEGATIVE STORIES ABOUT !PPLE AND HE OFTEN PROVIDED THE APPROPRIATE EMAIL ADDRESS h7RITE A LETTER TO THE PUBLICATIONS THAT PUBLISH STUPID INSIPID INACCURATE AND UNFAIR STORIES v HE WROTE h-OST JOURNALISTS ARE INSECURE AND PERCEPTIVE AFTER THE TH FLAM ING MESSAGE THEYLL GET THE PICTUREv +AWASAKIS  FLAMES WAS CONSERVATIVE SOME JOURNALISTS GOT HUNDREDSˆSOMETIMES THOUSANDSˆOF ANGRY ABUSIVE EMAILS4HIS WAS IN THE EARLY DAYS OF THE .ET BEFORE SPAM WHEN MOST REPORTERS GOT A HANDFUL OF MESSAGES A WEEK AND DUTIFULLY RESPONDED TO EACH ONE *AMES #OATES A TECHNOLOGY COLUMNIST WITH THE #HICAGO4RIBUNE RECEIVED MORE THAN  EMAILS AFTER WRITING A STORY ABOUT !PPLE THAT WAS POSTED TO THE %VANGE,IST (E LIKENED THE TWO WEEK FLOOD OF ABUSIVE EMAIL TO A hCYBERLYNCHING v AN hONLINE NECK TIE PARTYv AT THE HANDS OF hVIRTUAL VIGILANTESv h4HE ;EMAILS= INCLUDED UNKIND WORDS ABOUT THE MORAL CHARACTER OF MY POOR LATE MOTHER SUGGESTIONS THAT ) PERFORM MECHANICALLY IMPOS SIBLE ACTIONS WITH MY NEW )"- 4HINK0AD LAPTOP COMPUTER AND SADLY A FEW DEATH THREATS v HE WROTE h@#OME TO 4EXAS  WROTE ONE @7E HAVENT SHOT A TOURIST IN A CAR SINCE v (ENRY .ORR A FORMER EDITOR AT -AC7EEK SAID HE WOULD GET SCORES OF hNASTY HOSTILEv EMAIL IF HE WROTE ANYTHING CRITICAL ABOUT THE -AC 3OME WERE POLITE AND THOUGHTFUL HE SAID BUT IN GENERAL THE EXPERIENCE WAS LIKE BEING hBESIEGED BY ZOMBIES v SOME OF WHOM WERE hREALLY UNBALANCEDv )N HIS DEFENSE +AWASAKI FREQUENTLY URGED SUBSCRIBERS TO BE ON THEIR BEST BEHAVIOR (E FORBADE SABOTAGING 7INDOWS MACHINES AND TOLD %VANGE,ISTAS TO BE NICE AND POLITE !S WELL AS POINT ING OUT NEGATIVE PRESS +AWASAKI SUGGESTED READERS SEND LOVE NOTES TO JOURNALISTS WHO WROTE NICE THINGS ABOUT !PPLE +AWASAKI LEFT !PPLE IN  TO START 'ARAGECOM NOW 'ARAGE 4ECHNOLOGY 6ENTURES A hBOOT CAMPv FOR ENTREPRENEURS (E FOLDED THE LIST IN !PRIL 4HE FINAL POSTING SIGNED BY +AWASAKI hWHO IS AND SHALL REMAIN PURE -ACINTOSHv CITED !PPLES hSTUN NING TURNAROUNDv AS THE MAIN REASON FOR DISCONTINUING THE LIST h4HE ORIGINAL PURPOSE OF %VANGE,IST WAS TO COUNTERACT THE

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NEGATIVE NEWS ABOUT !PPLE AND -ACINTOSH AND ) BELIEVE THAT %VANGE,IST HAS SERVED ITS PURPOSEˆFANTASTICALLY v +AWASAKI WROTE h3O AFTER DISCUSSING WHAT WE SHOULD DO WITH %VANGE,IST WITH THE FOLKS AT !PPLE WEVE DECIDED TO RETIRE THE LISTv /DDLY IT WAS MOURNED BY SOME OF ITS hVICTIMSv $AN 'ILLMOR A COLUMNIST WITH THE 3AN *OSE -ERCURY .EWS WHO HAD BEEN A FAITHFUL READER FOR MANY YEARS WAS SAD TO SEE %VANGE,IST PASS h(EARING FROM PEOPLE WHO WANT TO CHANGE YOUR MIND IS REALLY USEFUL IN THE BUSINESS OF JOURNALISM v 'ILLMOR SAID h) LEARN MORE FROM PEOPLE WHO DISAGREE WITH ME THAN ) DO FROM THOSE WHO AGREE "UT AFTER HEARING FROM SEVERAL HUNDRED YOU DO GET WEARYv *AMES #OATES THE #HICAGO 4RIBUNE COLUMNIST HAD MIXED FEEL INGS ABOUT THE LISTS PASSING h) DID SUFFER THE BRUNT OF AN AWFUL LOT OF ABUSE FROM 'UY +AWASAKI AND THE %VANGE,ISTS AND ) AM EVEN BITTER ABOUT IT IN SOME WAYS v HE SAID h"UT ) LEARNED A TRE MENDOUS AMOUNT OF THINGS -ACINTOSH THERE ) ALSO MADE A LOT OF FRIENDS AND THINGS LIKE THAT SO ) MOURN ITS PASSINGv 4HE hEDUCATIONv OF JOURNALISTS HAD A MIXED EFFECT 4HE NEGA TIVE STORIES DIDNT STOP ALTOGETHER BUT A LOT OF JOURNALISTS WERE MORE CAREFUL WHEN REPORTING NEWS ABOUT !PPLE h4HIS WRITER WILL NEVER AGAIN WRITE ABOUT AN !PPLE RELATED STORY WITHOUT A KEEN GUN SHY APPRECIATION THAT CRITICAL HORDES ARE JUDGING EVERY WORD v #OATES WROTE AFTER GETTING FLAMED

%VANGE,IST YEARS THERE WAS A LOT OF COMMITTED AND ENERGETIC LOBBYING FOR THE -AC IN SCHOOLS UNIVERSITIES AND BUSINESSES THREATENING TO DUMP THEM 7HO KNOWS HOW MANY WOULD HAVE ABANDONED THE PLATFORM IF A COMMITTED FRIEND RELA TIVE OR WORKMATE HADNT CONVINCED THEM NOT TO h4HANKS TO THE -ACINTOSH LOYALISTS ;AND= PEOPLE LIKE 'UY +AWASAKI WHO ARE OUT CHAMPIONING THE CAUSE FOR THE UNDERDOG !PPLE YOU KNOW STILL IS A CONTENDER v *IM #ARLTON AUTHOR OF !PPLE 4HE )NSIDE 3TORY OF )NTRIGUE %GOMANIA AND "USINESS "LUNDERS TOLD .ATIONAL 0UBLIC 2ADIO (OWEVER THERE WERE A NUMBER OF HIGH PROFILE INSTITUTIONAL SWITCHES TO 7INDOWS 0#S AT BIG -ACINTOSH SITES $ARTMOUTH #OLLEGE BEING THE BEST KNOWN THAT MOBILIZED SCORES OF %VANGE,ISTAS TO NO EFFECT h) DONT THINK IT HELPED A LOT v #HERYL %NGLAND A FORMER EDITOR OF -AC!DDICT SAID OF THE %VANGE,IST h)TS OBVIOUS TO SAY !PPLES LOYAL CUSTOMERS SAVED THE COMPANY OF COURSE THEY DID IT WASNT SAVED BY ITS DISLOYAL CUSTOMERS "UT ITS HARD TO JUDGE HOW MUCH OF AN EFFECT THE %VANGE,IST HAD RATHER THAN -AC USERS GENERALLY4HE RETURN OF 3TEVE *OBS TO THE COMPANY IN  AND POPULAR PRODUCTS LIKE THE I-AC PROBABLY HAD MORE TO DO WITH ITv 7HILE THE %VANGE,ISTAS TRIED TO HELP !PPLE IN RETAIL STORES !PPLE EVENTUALLY DUMPED A LOT OF THE CHAIN STORES IN FAVOR OF A hSTORE WITHIN A STOREv AT #OMP53! 4HE COMPANY ALSO STARTED CONCEN TRATING ON SPECIALIST !PPLE RETAILERS AND ITS OWN 7EB SITE

/N THE OTHER HAND SOME JOURNALISTS COMPLAINED THAT THE FANATI CISM WAS HARMING !PPLE h/VERRELIANCE ON FANATIC FAITHFULNESS LED TO YEARS OF COMPLACENCY AT !PPLE THE BUSINESS v WROTE #HARLES 0ILLAR IN THE ,OS !NGELES 4IMES IN  WHEN !PPLE WAS IN DEEP TROUBLE h!ND ITS NOT WORKING NOWˆJUST LOOK AT -AC SALES FIGURESv

4HE MOST PROFOUND EFFECT OF THE %VANGE,IST WAS TO ENERGIZE THE -AC COMMUNITY IN ITS DARKEST DAYS 4HE %VANGE,IST UNIFIED -AC USERS AND GAVE THEM AN IDENTITY )TS CHAMPIONING SPIRIT OF EVANGELISM SURVIVES TODAY AND IN FACT HAS NEVER BEEN STRON GER 0EOPLE ARE AS PASSIONATE AS EVER ABOUT -ACS AND ARE JUST AS COMMITTED TO CHEERLEADING THEM

7HATEVER THE EFFECT ON THE MEDIA THERES THE WIDELY HELD PER CEPTION THAT THE %VANGE,ISTAS SAVED !PPLES BOTTOM LINEˆIT HAS BEEN ARGUED THAT MILLIONS OF LITTLE ACTS OF -AC EVANGELISM STOPPED THE COMPANY FROM SLIDING INTO BANKRUPTCY $URING THE

h4HE ONE GOOD THING IT DID IS PROVIDE AN EARLY PLATFORM FOR PEOPLE WHO LOVE THE -AC v SAID %NGLAND h)T WAS A CLUB )T WAS THEIR FRIEND )T WAS A PLACE THEY COULD GO AND NOT GET PICKED ON BY ;-ICROSOFT= 0# SUITSv



-" Ê"Ê/ Ê19-Ê Ê
- Ê-8 ! LOT OF MEN GET DRAGGED TO THE MALL ON WEEKENDS TO GO SHOP PING WITH THEIR WIVES "UT FOR %DDIE #LIPPER THE OPPOSITE WAS TRUE (ED DRAG HIS WIFE TO THE MALL BUT NOT TO GO SHOPPINGˆTO VOLUNTARILY HELP SELL -ACS -ANY WEEKENDS #LIPPER WOULD GO TO THE MALL OR A LOCAL COMPUTER SUPERSTORE TO FIX UP THE -ACS ON DISPLAY AND PERSUADE CUSTOMERS TO BUY THEM h-Y WIFE KNOWS 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 STORE AND DRAGS ME AWAY LATERv + *ERRY 3MITH WAS THE SAME %VERY MONTH OR SO HED TAKE HIS SON TO A LOCAL 3EARS OR #IRCUIT #ITY AND THEYD SPEND THE DAY FIX ING UP THE -ACS h-Y SON AND ) LIKE SO MANY OTHER -ACHEADS HAVE ALWAYS CLEANED UP THE -ACS ON DISPLAY AT STORES THAT COULD CARE LESS WHETHER THEY WERE PROPERLY DISPLAYEDˆUSUALLY MAJOR RETAILERS v HE SAID h4O THIS DAY ONE CAN ALMOST ALWAYS FIND -ACS WITH FROZEN SYSTEMS AFTER THE KIDS OF BUSY SHOPPERS HAVE BANGED ON THE KEYBOARDS 7E RESTART AND REPAIR WHATEVER DAMAGE HAS BEEN DONE 7E WANT THEM TO LOOK AND OPERATE AT THEIR BESTv *EFF 3EPETA IS ANOTHER WHO ACTED AS A VOLUNTARY SALESPER SON h!LTHOUGH YOURE NOT SUPPOSED TO SOLICIT BUSINESS INSIDE #OMP53! ) HAVE OFTEN CAUGHT SALES REPS SAYING BAD THINGS ABOUT THE -AC TO PEOPLE WHO ARE CLEARLY INTERESTED IN BUYING 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 GUY LOOK LIKE COW PIEv #LIPPER 3MITH AND 3EPETA AND DOZENS OF OTHERS LIKE THEM PERHAPS HUNDREDS WERE DOING THEIR BIT TO HELP !PPLE IN ITS DARKEST DAYS )N THE LATE S !PPLES SHOWING AT RETAIL STORES WAS BELOW PAR INDIFFERENT STAFF AT COMPUTER STORES OFTEN REL EGATED -ACS TO THE QUIETEST AISLE -ACHINES WERE LEFT TURNED OFF OR WERE BADLY NEGLECTED AND STOCKS OF -AC SOFTWARE WERE OFTEN OUT

7ITHOUT THE RESOURCES TO TACKLE EVERY STORE !PPLES CHIEF EVAN GELIST 'UY +AWASAKI URGED -AC FANS TO RECTIFY THE MIASMA THROUGH HIS POPULAR -AC %VANGE,IST MAILING LIST +AWASAKI SUG GESTED SUBSCRIBERS TIDY UP DISPLAYS BUTTONHOLE SALESPEOPLE AND COUNTER PRO 7INDOWS SALES PATTER )T WORKED PRETTY WELL &OR A WHILE MANY OF THE THOUSANDS OF STORES SELLING -ACS WERE VISITED BY WELL INTENTIONED -AC ENTHUSIASTS #OLLECTIVELY THE VOLUNTEERS CAME TO BE KNOWN AS hTHE GUY IN AISLE SIXv h) STARTED DOING THIS BECAUSE NONE OF THE SALES ASSOCIATES COULD EVER ANSWER ANY QUESTIONS ABOUT !PPLE PRODUCTS AND ) COULD v SAID 7ILLIAM,( HTTPWWWMYMACUCOM ONE OF THE GUYS IN AISLE SIX h7HY DID ) DO THIS WITH NO PAY NO OUTRIGHT REWARD "ECAUSE THAT IS THE TYPE OF PEOPLE -AC USERS ARE )T IS A PASSION AN OBSESSION A RELIGION IF YOU WILLv 7ILLIAM,( STARTED VISITING STORES WHEN HE WAS OUT ANYWAY HE SAID BUT EVENTUALLY HE WENT EVERY WEEKEND WHEN HE HAD FREE TIME /CCASIONALLY EXTRA ZEALOUS -AC FANS WOULD SABOTAGE 7INDOWS 0#S AT STORES THOUGH IT WAS MORE COMMON TO REARRANGE A MAGA ZINE STAND SO THAT -AC MAGAZINES OBSCURED THE 7INDOWS ONES 4HE ARMY OF VOLUNTEER SALESPEOPLE WORKED SO WELL !PPLE EVENTUALLY CO OPTED THE IDEA FIRST WITH h$EMO $AYSvˆONE OFF SALES EVENTS COINCIDING WITH BIG SHOPPING DAYS OR PRODUCT LAUNCHESˆAND THEN WITH A LONGER TERM PROGRAM OVERSEEN BY -ARKET3OURCE A MARKETING FIRM $AN /BLAK HTTPMACBIGOTCOM BECAME A $EMO $AY hVOLUN TEERvˆPAID  A DAYˆAND THEN AN !PPLE 0OWER 2EP WHICH WAS MORE OF A PART TIME JOB !S A 0OWER 2EP /BLAK SPENT ABOUT  HOURS A WEEK ON TOP OF HIS DAY JOB SUPPORTING THE STAFF AT FIVE LOCAL #IRCUIT #ITY STORES h4HESE ARE USUALLY NOT PEOPLE WHO SPEND EVERY WAKING HOUR READING ABOUT AND DISCUSSING THE -AC v HE SAID h"UT ) DO AND THE EXPOSURE )VE HAD TO THE QUES TIONS AND CONCERNS OF THE POTENTIAL -AC CUSTOMER IS A TOOL THAT THESE STORES CAN TAKE ADVANTAGE OFv



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/BLAK WAS RESPONSIBLE FOR MAKING SURE ALL THE -ACS WERE RUN NING THE DISPLAY AREA WAS NEAT AND TIDY AND ALL THE SIGNAGE WAS PRESENT AND CORRECT /N TOP OF THIS HE PUT TOGETHER A WEEKLY -AC NEWSLETTER HTTPHOMEPAGEMACCOMJDOBLAK FOR THE SALES STAFF AND OFTEN MADE HIMSELF AVAILABLE THROUGHOUT THE WEEK FOR ADVICE (E DIDNT DO ANY SELLING DIRECTLY ALTHOUGH HE OFTEN TALKED TO POTENTIAL CUSTOMERS

AND IT APPALLED HIM4HE MOST GALLING THING WAS THAT MOST OF HIS CRITICS DIDNT APPEAR TO HAVE READ THE ARTICLE 4HE SAME PHRASES WERE REPEATED OVER AND OVER SUGGESTING PEOPLE WERE COPYING PHRASES FROM THE SAME SOURCE h4HE OVERWHELMING MAJORITY OF THEM NEVER READ THE ARTICLE v HE SAID h) CALLED THEM ON THAT 4HATS THE MENTALITY OF THE MOB 4HERES NO ACCOUNTABILITY AND 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 THESE SALESPEOPLE ARE A BIT GREEN AND THERE IS HIGH TURNOVER IN ANY RETAIL ENVIRONMENT BUT LITTLE VICTORIES HERE AND THERE MAKE IT ALL WORTHWHILEv

0ERELMAN WAS SO SHOCKED BY THIS HE DECIDED TO TRACK DOWN THE AUTHOR OF THE ORIGINAL %VANGE,IST POST h) DID IT BECAUSE ) WANTED TO KNOW HOW IT STARTED v 0ERELMAN SAID h7HO DID THIS TO ME ) EVENTUALLY FOUND HIM ;AND= ASKED HIM WHO PUT YOU UP TO THISv


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)N  WRITER ,EWIS 0ERELMAN WENT THROUGH SOME OF THE DARKEST DAYS OF HIS CAREER AS A REPORTER THANKS TO A STORY HE WROTE FOR 7IRED MAGAZINE THAT WAS CRITICAL OF !PPLE 4HE ARTICLE h/PPORTUNITY #OST v PUBLISHED IN THE .OVEMBER  ISSUE ARGUED THAT !PPLES hOBSESSIONv WITH SELLING COMPUTERS TO SCHOOLS AND UNIVERSITIES COST IT DEARLY IN THE QUEST FOR BIGGER MARKETS HTTPWWWWIREDCOMWIREDARCHIVEES?APPLE HTML  3HORTLY AFTER IT WAS PUBLISHED A SCATHING CRITICISM OF THE ARTICLEˆOR MORE ACCURATELY A RANTˆWAS SENT TO THE -AC %VANGE,IST BY ONE OF ITS SUBSCRIBERS +AWASAKI DULY POSTED IT AND IT WAS SOON IN THE IN BOXES OF THOUSANDS OF SUBSCRIB ERS h7IRED MAGAZINE HAS SUCCUMBED LIKE SO MANY OTHERS TO THE LETS KILL !PPLE SYNDROME v THE MESSAGE SAID h,EWIS * 0ERELMANS @/PPORTUNITY #OST ARTICLE IN THEIR RECENT ISSUE IS JUST SICKENING    4HERE IS SO MUCH TO BE ANGRY AT ) BETTER NOT STARTv 4HE POST INCLUDED 0ERELMANS EMAIL ADDRESS

!CCORDING TO 0ERELMAN EVEN THE ORIGINAL POSTER HAD NEVER READ THE ARTICLE HED MERELY BEEN TOLD ABOUT IT h4HATS WHAT ) FOUND MOST OUTRAGEOUS v 0ERELMAN SAID h%VERYONES ENTITLED TO THEIR OPINION AND TO RESPOND TO YOUR WORK4HATS THE CHANCE YOU TAKE WHEN YOU EXPRESS A STRONG OPINION "UT  PERCENT OF THEM HAD NEVER READ THE ARTICLE4HATS FRIGHTENING NOT JUST PERSONALLY BUT SOCIALLYv

19Ê
7
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 3TEVE *OBS AND 3TEVE 7OZNIAK GET ALL THE PRAISE BUT !PPLES ONE TIME CHIEF EVANGELIST 'UY +AWASAKI HAS POSSIBLY DONE AS MUCH AS ANYONE TO SHAPE -AC CULTURE )T WAS +AWASAKI FOR EXAMPLE WHO UNITED -AC USERS DURING !PPLES DARKEST DAYS AND HELPED TO MOLD A COMMUNITY IDENTITY THAT PERSISTS STRONGLY TODAY 4HE FERVENT PRO -AC STANCE AMONG -AC FANS IS A CLEAR LEGACY OF +AWASAKIS EVANGELIST APPROACH TO MARKETING AS IS THE COMMUNITYS UNITED FRONT AGAINST -ICROSOFT

&OR THE NEXT SIX WEEKS 0ERELMAN RECEIVED A STEADY STREAM OF UNCOUTH EMAIL ABOUT THE PIECE 0ERELMAN ESTIMATED HE RECEIVED THOUSANDS OF MESSAGES -OST WERE RUDE AND SOME INCLUDED VIOLENT THREATS AGAINST HIMSELF AND HIS WIFE 7HEN 0ERELMAN SHOWED HIS WIFE SOME OF THE MESSAGES SHE BURST INTO TEARS h)T WAS REALLY NASTY v 0ERELMAN RECALLED RECENTLY h)T WAS VERY UNPLEASANT -Y IN BOX WAS BEING FLOODED WITH HATE MAIL )T WAS INCREDIBLY VICIOUSv

+AWASAKI A NATIVE (AWAIIAN WAS FIRST HIRED BY !PPLE IN THE MID S TO EVANGELIZE THE NASCENT -AC PLATFORM TO SOFTWARE DEVELOPERS (E HAD AN UPHILL BATTLE 4HE -AC HAD JUST BEEN LAUNCHED )T FACED TOUGH COMPETITION FROM DOZENS OF DIFFERENT COMPUTER PLATFORMS LED BY THE )"- 0# AND THE !PPLE )) )N THIS ENVIRONMENT SOFTWARE DEVELOPERS WERE WARY OF COMMIT TING RESOURCES TO A NEW UNPROVEN PLATFORM LIKE THE -AC "UT SOFTWARE WAS CRITICAL TO THE -ACS SUCCESS 7ITHOUT A LIBRARY OF APPLICATIONS NO ONE WOULD BUY -AC HARDWARE

0ERELMAN LIKENED THE %VANGE,ISTAS TO THE hDIGITAL 4ALIBANv AND THE FLOOD OF INVECTIVE TO hCYBERTERRORISM v AND A hDIGITAL RIOTv )T WAS HIS FIRST EXPERIENCE OF )NTERNET MEDIATED CRITICISM HE SAID

+AWASAKI HIT THE PAVEMENT VISITING HUNDREDS OF DEVELOPERS WITH NOTHING MORE TO OFFER THAN A DREAM THE DREAM OF THE 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 GEST PUBLISHERS OF -AC SOFTWARE $URING THE %VANGE,IST DAYS +AWASAKIS RALLYING CRY WAS h3TOP THE -ICROSOFT HEGEMONY
v

!PPLES IMMINENT DEMISE .OT ONLY THAT THE NEGATIVE REPORTS PERSUADED SOFTWARE DEVELOPERS THAT WRITING SOFTWARE FOR THE -AC WAS A BAD BUSINESS MOVE 7HY BOTHER IF IT WOULDNT SELL

)N ADDITION TO FOUNDING 'ARAGE 4ECHNOLOGY 6ENTURES +AWASAKI HAS ALSO WRITTEN HALF A DOZEN BEST SELLING BOOKS ON BUSI NESS EVANGELISM INCLUDING 4HE -ACINTOSH 7AY 2ULES FOR 2EVOLUTIONARIES AND (OW TO $RIVE 9OUR #OMPETITION #RAZY +AWASAKI HAS BEEN ANOINTED hTHE FATHER OF EVANGELISM MARKET INGv BY THE FAST GROWING GUERILLA MARKETING INDUSTRY WHICH HAS ADOPTED MANY OF THE PRACTICES HE PIONEERED

"UT SUBSEQUENT NUMBERS FROM THE 30! TOLD AN ENTIRELY DIF FERENT STORY 7HILE THE 30!S QUARTERLY REPORTS WERE BASED ON ESTIMATES OF PROJECTED SALES FROM THE !SSOCIATIONS MEMBERS LATER REPORTSˆBASED ON ACTUAL SALESˆOFTEN SHOWED GROWTH INSTEAD OF DECLINE 4HE DIFFERENCE BETWEEN THE 30!S INITIAL ESTIMATES AND FINAL NUMBERS WERE SOMETIMES AS MUCH AS  PERCENT WHICH EQUATED TO HUNDREDS OF MILLIONS OF DOLLARS IN SALES &OR EXAMPLE THE 30! REPORTED  -AC SOFTWARE SALES WERE  BILLION DOWN  PERCENT FROM  SALES OF  BILLION (OWEVER THE 30!S REVISED NUMBERS PUBLISHED IN  SAID  -AC SOFTWARE SALES ACTUALLY GREW TO  BILLION A  PERCENT INCREASE OVER  SALES

h7E WERE LEARNING EVANGELISM AS WE WERE DOING IT v HE TOLD )NDUSTRY7EEK h4HERE WERE NO COURSES BOOKS OR TRAINING SES SIONS ,OOKING BACK MAYBE ONE OF THE REASONS WE SUCCEEDED IS THAT WE WERE TOO NAIVE AND IGNORANT TO KNOW HOW DIFFICULT OUR 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 KNOW HOW TO TAKE A CAUSE FALL IN LOVE WITH IT EVANGELIZE OTHERS TO SHARE IT AND CHANGE THE WORLD )SNT THAT ENOUGH FOR A THIRD GENERATION *APANESE !MERICAN FROM (AWAIIv


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#AN ONE MAN MAKE A DIFFERENCE !RUN 'UPTA CERTAINLY DID 'UPTA AN !44 SYSTEMS ANALYST FROM -IDDLETOWN .* ALMOST SINGLE HANDEDLY SHUT DOWN A BOGUS RESEARCH PROGRAM BY THE 3OFTWARE 0UBLISHERS !SSOCIATION 30! WHICH INCORRECTLY REPORTED -AC SOFTWARE SALES WERE IN CHRONIC DECAY 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

4HE 30! ALWAYS BURIED THE REVISED FIGURES IN ITS REPORTS AND NO ONE NOTICED THE DISCREPANCIES EXCEPT FOR 'UPTA 0ORING OVER THE 30!S NUMBERS 'UPTA NOTICED THAT REVISIONS OFTEN TURNED 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 LISHED A COUPLE OF STORIES CRITICAL OF THE 30!S METHODOLOGY 4HE 30! TRIED TO PUT A BRAVE FACE ON ITS RESEARCH PROGRAM BUT IN *ULY  THE ASSOCIATIONS 7EB SITE ANNOUNCED THE PROGRAM HAD BEEN hSUSPENDEDv h4HE 30! $ATA 0ROGRAMS ARE CURRENTLY SUSPENDED v THE SITE READ h$ETAILS WILL BE POSTED ABOUT A NEW SOFTWARE SALES TRACKING PROGRAM AS THEY BECOME AVAILABLEv .EEDLESS TO SAY NO NEW PROGRAM HAS BEEN LAUNCHED

/ Ê
Ê 7




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Ê*,Ê ",* 4HE LOCUS OF THE -AC COMMUNITY IS THE 7EB )TS WHERE -AC USERS CONGREGATE GET THEIR NEWS SOLVE PROBLEMS AND SHOW OFF THEIR CREATIVE EFFORTS 4HERE ARE HUNDREDS PERHAPS THOUSANDS OF ACTIVE REGULARLY UPDATED -AC 7EB SITES COLLECTIVELY KNOWN AS THE -AC 7EB

'EO#ITIES AND THE LIKE 0IPER SAID -AC0I#K3 INCLUDES A BUILT IN LINK CHECKER WHICH WEEDS OUT SITES THAT ARE DOWN AND A CLICK THROUGH LINK POPULARITY SYSTEM INDICATING THE MOST POPULAR SITES AND THOSE THAT HAVE BEEN AROUND FOR A WHILE 7HATS PERHAPS MOST INTERESTING ABOUT THE -AC 7EB IS THAT ALL BUT A HANDFUL OF SITES ARE PUBLISHED BY SMALL INDEPENDENT PUBLISHERS OFTEN AN INDIVIDUAL OR A SMALL TEAM OF PART TIME VOL UNTEERS ! GOOD NUMBER OF THE MORE POPULAR SITES CLEARLY MAKE ENOUGH MONEY TO KEEP GOING /VERHEAD IS LOW BUT THERES MONEY TO BE MADE IN PUBLISHING -AC ORIENTED MATERIAL

4HE BREADTH IS REMARKABLE THERE ARE SITES DEVOTED TO NEWS RUMORS OPINIONS HOW TOS PROBLEM SOLVING !PPLES HISTORY SPECIFIC PRODUCTS LIKE THE .EWTON OR THE I-AC MUSIC OR MOVIE 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 4HERE ARE GUIDES TO GAMES UPGRADES AND BENCHMARKS 9OU AND PUBLISH THEIR THOUGHTS EXCELLENCE IS FAR FROM GUARANTEED NAME IT THERES PROBABLY A SITE DEVOTED TO IT 4HERES EVEN A SITE GIVEN TO ACADEMIC ANALYSIS !PPLELUSTCOM h7E TALK OF LIFE h,IKE JUST ABOUT EVERY OTHER TOPIC ON THE 7EB QUALITY AND ATTEN DEATH NIHILISM 'OD AND THE -AC v WROTE EDITOR $AVID 3CHULTZ TION TO DETAIL VARY WIDELY v WROTE #HARLES 0ILLER A COLUMNIST WITH THE ,OS !NGELES 4IMES ABOUT THE -AC 7EB h-ANY OF THE !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 OF STAFFERS WORKING FROM HOME ACROSS THE 53 AND #ANADA -AC#ENTRAL WAS EVENTUALLY ACQUIRED BY -AC7EEKS PUBLISHER -AC 0UBLISHING ,,# FOR A COUPLE OF MILLION DOLLARS ACCORDING TO A SOURCE -EANWHILE THE EXPLOSION OF THE 7EB HERALDED AN EXPLOSION OF -AC ORIENTED 7EB SITES 4HE 7EB IS THE NATURAL MEDIUM FOR TRADE NEWS PROVIDING A TIMELY AND DIVERSE SOURCE OF INFORMATION KNOWLEDGE AND OPINION )N GENERAL THE -AC 7EB IS MOSTLY ABOUT CHEERLEADING 4HE VAST MAJORITY OF SITES PASSIONATELY ADVOCATE THE -AC %VEN THE MOST TRIVIAL ITEMS ARE PROMINENTLY FEATURED IF THEY CONTAIN GOOD NEWS ABOUT !PPLE 7HEN THERES BAD NEWS IT IS OFTEN ACCOMPANIED BY MENTAL ACROBATICS TO PUT THE BEST SPIN ON IT 4HE -AC 7EB IS !PPLES UNOFFICIAL 02 CORP /N THE OTHER HAND -AC USERS HAVE A SENSE OF HUMOR AND CAN BE STUNNINGLY CREATIVE 4HE -AC 7EB FEEDS ON A REGULAR DIET OF PARODIES AND JOKES AT !PPLES AND THE COMMUNITYS EXPENSE

 6%23)/.42!#+%2 ! POPULAR DATABASE OF MOSTLY -AC SOFTWARE HTTPVERSIONTRACKERCOM  7INDOWS ,INUX AND 0ALM ARE ALSO INCLUDED ON SEPARATE PAGES  -!# /3 8 ().43 (INTS AND TIPS FOR RUNNING -AC /3 8 HTTPWWWMACOSXHINTSCOM   !3 4(% !00,% 452.3 (UMOROUS DAILY COMMENTARY ON EVENTS IN THE -AC UNIVERSE HTTPWWWAPPLETURNSCOM   /3 8 &!1 !NOTHER /3 8nDEDICATED SITE HTTPWWW OSXFAQCOM   */9 /& 4%#( 0UBLISHES THREE -AC ORIENTED EDITORIAL CARTOONS A WEEK HTTPWWWJOYOFTECHCOM   -!# -).54% (EADLINE LINKS UPDATED SEVERAL TIMES A DAY HTTPWWWMACMINUTECOM   #2!:9 !00,% 25-/23 3ATIRICAL RUMOR SITE HTTPWWW CRAZYAPPLERUMORSCOM 

%VERYONE HAS THEIR FAVORITE 7EB SITES "UT EVERY YEAR ,OW %ND -AC ,%- A POPULAR SITE ABOUT OLDER -ACS HTTPLOWENDMAC COM RUNS A h"EST OF THE -AC 7EBv SURVEY !CCORDING TO ,%-S READERS THESE ARE THE TOP  MOST HIGHLY RATED -AC SITES

 -!#).4/5#( 2IC &ORDS LONG RUNNING -AC NEWS AND INFORMATION SITE HTTPWWWMACINTOUCHCOM 

 4)$")43 !DAM %NGSTS LONG RUNNING EMAIL NEWSLETTER OF -AC NEWS AND TIPS HTTPTIDBITSCOM 

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 -!#352&%23 (%!$,).% .%73 ! NEAR COMPREHEN SIVE DAILY UPDATE OF LINKS TO -AC NEWS AROUND THE 7EB HTTPWWWMACSURFERCOM 

/NCE UPON A TIME -AC7EEKS WEEKLY -AC THE +NIFE COLUMN WAS THE PLACE TO GO FOR THE BEST GOSSIP AND RUMORS ABOUT !PPLE AND 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 2UMORS HTTPWWWMACOSRUMORSCOM WHICH RULED THE ROOST FOR A WHILE UNTIL IT TOO WAS PUSHED TO THE SIDE BY !PPLE)NSIDER HTTPWWWAPPLEINSIDERCOM  !S !PPLE)NSIDERS POPULARITY WANED 3PYMAC HTTPWWWSPYMACCOM AND .ICK DE0LUMES 4HINK 3ECRET HTTPWWWTHINKSECRETCOM BECAME THE PLACES TO GO /THERS INCLUDE -AC2UMORS HTTPWWWMACRUMORS COM  MACOS8RUMORS HTTPWWWMACOSXRUMORSCOM  AND 2UMOR4RACKER HTTPWWWRUMORTRACKERCOM AN àBER RUMOR SITE THAT TRACKS SCUTTLEBUTT AT THE OTHER SITES )NDIVIDUAL RUMOR SITES MAY COME AND GO BUT TRADING IN RUMORS ABOUT !PPLE HAS BECOME ONE OF THE MOST SUCCESSFUL NICHES ON THE -AC 7EB 4HERES A HUGE INSATIABLE APPETITE FOR RUMORS AND GOSSIP ABOUT !PPLES UPCOMING PRODUCTS 4HE RUMOR SITES ARE A MIXED BUNCH TAKING A SCATTERSHOT APPROACH TO NEWS 3OMETIMES THEY HIT THE BULLS EYE OFTEN THEY ARE WIDE OF THE MARK 4HE RUMOR SITES ARE MOST ACTIVE IN THE RUN UP TO -ACWORLD #ONFERENCE  %XPO WHEN !PPLES #%/ 3TEVE *OBS TYPICALLY INTRODUCES NEW PRODUCTS DURING THE OPENING KEYNOTE SPEECH 4HE SECRECY OBSESSED #%/ LIKES TO KEEP A TIGHT LID ON INFORMA TION TO PRESERVE THE ELEMENT OF SURPRISE WHICH INDUCES A FRENZY OF SPECULATION ON THE RUMOR SITES 3O GREAT IS THE HUNGER FOR NEWS SOME RUMOR SITES SEE THE SAME PEOPLE COMING BACK HOUR AFTER HOUR DAY AFTER DAY IN SEARCH OF THE LATEST TIDBIT !RMANDO 3ANTANA A  YEAR OLD 3AN &RANCISCO 7EB DEVELOPER WHO RUNS 2UMOR4RACKER SAID ABOUT   REGULARS VISIT THE SITE SEVEN OR EIGHT TIMES A DAYˆEVERY HOUR ON THE HOUR EVERY DAY OF THE WEEK h4HEYRE -AC FANATICS v HE SAID h4HEYRE ITCHING TO GET NEWS ABOUT -ACWORLD 4HEYRE ITCHING TO KNOW WHAT !PPLE WILL COME UP WITHv 3ANTANA CREATED THE SITE BECAUSE HE AND A 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

!PPLE HAS ALWAYS TAKEN A DIM VIEW OF SPECULATIVE PRESS .EW 9ORK -ACWORLD IN THE SUMMER OF  WAS WIDELY DEEMED A FAILURE BECAUSE RUMOR SITES WHIPPED UP UNREALISTIC EXPECTA TIONS OF FLAT SCREEN I-ACS AND VIDEO CAPABLE HANDHELDS WHICH THE COMPANY FAILED TO INTRODUCE 4HE FLAT SCREEN I-AC WAS SUBSEQUENTLY LAUNCHED AT THE 3AN &RANCISCO SHOW IN *ANUARY  4O DAMPEN SPECULATION !PPLE TOOK THE UNUSUAL STEP OF DEFLATING EXPECTATIONS FOR -ACWORLD 4OKYO IN -ARCH  BY ANNOUNCING THERE WOULD BE NO NEW COMPUTERS AT THE SHOW !PPLE WAS ALSO WIDELY BELIEVED TO BE BEHIND A CRACKDOWN ON PRESS PASSES TO THE *ULY  -ACWORLD IN .EW 9ORK $ESPITE BEING GRANTED PRESS CREDENTIALS TO PREVIOUS SHOWS VARIOUS 7EB SITES THAT PRINTED hRUMOR AND SPECULATIONv WERE DENIED ACCESS !PPLE HAS ALSO BEEN VERY ACTIVE IN SENDING THREATENING CEASE AND DESIST LEGAL NOTICES TO SITES THAT PUBLISH PICTURES OF FORTHCOMING HARDWARE 4HERE ARENT MANY RUMOR SITES THAT HAVENT RECEIVED A NASTYGRAM FROM !PPLE AT ONE POINT OR ANOTHER !ND THE LAST TIME AN !PPLE EMPLOYEE LEAKED PRODUCT DETAILS TO THE .ET HE WAS SUMMARILY DISMISSED AND SLAPPED WITH A MULTIMILLION DOLLAR LAWSUIT (OWS THAT FOR A DETERRENT !PPLE EVENTUALLY DROPPED THE SUIT AGAINST *UAN 'UTIERREZ KNOWN AS h7ORKER "EEv !PPLES OBSESSION WITH SECRECY MAKES GOOD BUSINESS SENSE )N THE TECH INDUSTRY SOMETHING BETTER FASTER AND CHEAPER IS ALWAYS AROUND THE CORNER %ARLY INFORMATION ABOUT FUTURE PROD UCTS GIVES PEOPLE PAUSE ABOUT BUYING PRODUCTS IN THE CURRENT LINEUP 4HE CASE OF /SBORNE #OMPUTER IN THE EARLY S IS THE INDUSTRYS CAUTIONARY TALE /SBORNE SOLD A POPULAR PORTABLE BUT MADE THE MISTAKE OF PUBLICIZING ITS SUCCESSOR BEFORE IT WAS READY 3ALES GROUND TO A HALT AND THE COMPANY WENT OUT OF BUSINESS BEFORE THE NEW MACHINE CAME OUT



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4HE SUICIDE OF CONTROVERSIAL -AC COLUMNIST 2ODNEY / ,AIN PROMPTED A MASS ONLINE MOURNING ,AIN THE I"ROTHA HAD MORE FRIENDS THAN ANYONE SUSPECTED ,AIN WAS AN ONLINE COLUMNIST KNOWN AS THE h!NGRY -AC -ANv AND THE I"ROTHA (E SHOT HIMSELF AT HIS HOME IN %AGAN -INNESOTA IN *UNE  (ED BEEN TREATED FOR DEPRESSION &RIENDS SAY HE STOPPED TAKING HIS MEDICATION A FEW DAYS BEFORE HIS DEATH ,AIN  WAS FOUND BY HIS WIDOW )RMA 4HE COUPLE HAD NO CHILDREN

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,AINS DEATH WAS WIDELY MOURNED IN THE ONLINE -AC COMMUNITY (UNDREDS OF PEOPLE POSTED MESSAGES OF CONDOLENCE ON FORUMS AT THE -AC /BSERVER -AC!DDICT AND -AC.. AND EULOGIES HAVE BEEN PUBLISHED BY FORMER EDI TORS AT !PPLELINKS ,OW %ND -AC THE -AC /BSERVER AND -Y-AC h)M AMAZED AT HOW MANY PEOPLE KNEW HIM v SAID FRIEND "ILL &ERGUSON h)M GET TING EMAILS FROM EDITORS AND READERS EVERYWHERE WHO LOVED HIS WRITINGv

,AIN AN !FRICAN !MERICAN WAS AN INDEFATIGABLE -AC EVANGELIST WHO STYLED HIMSELF AS THE hBLACK 'UY +AWASAKIv AFTER !PPLES FOR MER PITCH MAN (E GAINED A WIDE AUDIENCE AS A PROLIFIC AND PROVOCATIVE -AC PUNDIT )N THE LAST FEW YEARS HE HAD BEEN PUBLISHED BY MOST OF THE MAJOR -AC RELATED 7EB SITES INCLUD ING !PPLELINKS !PPLELUST ,OW %ND -AC -AC!DDICT AND THE -AC /BSERVER -UCH OF ,AINS WRITING IS ARCHIVED AT HIS I"ROTHA 7EB SITE

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(E WAS AN INCREDIBLY GREGARIOUS PERSON (E LIKED TO TALK ABOUT -ACS MORE THAN ANYTHINGv !S A COLUMNIST ,AIN WAS A PASSIONATE -AC ADVOCATE "UT HE ALSO LIKED TO COURT CONTROVERSY (E WAS OFTEN CRITICAL OF !PPLE AND THE -AC A HERETICAL ATTITUDE IN THE LARGELY CONFORMIST -AC WORLD !ND LIKE ALL GOOD COLUMNISTS HE WROTE TO PROVOKE /NE PIECE ENTITLED h4HE -ACINTOSH )S THE .IGGER OF THE #OMPUTER )NDUSTRYv CAUSED A STORM OF PROTEST )N IT ,AIN COMPARED -AC USERS TO !MERICAS BLACK UNDERCLASS (IS WRITING EARNED HIM A LARGE AND DEDICATED AUDIENCE ON THE .ET ! SMALL GROUP OF DETRACTORS EVEN CREATED AN ENTIRE SITE DEVOTED TO RIDICULING HIM AND HIS ARTICLES h(IS PASSION SEEMED DISTURBING BUT ALSO FASCINATING TO WATCH FROM A HACK SOCIOLOGI CAL PERSPECTIVE v SAID PROGRAMMER -ONTGOMERY 'ABRYS WHO HELPED CREATE THE4%-0 SITE h6AULTING COMPUTER USERS TO CIVIL RIGHTS MARTYRS WAS PERVERSE ENOUGH TO GRAB OUR ATTENTIONv ,AIN OFTEN USED THE -AC PLATFORM AS A WAY OF WRITING ABOUT ISSUES LIKE POVERTY RACISM AND POLITICS (IS COLUMNS WERE OFTEN PREFACED WITH A QUOTE FROM LITERATURE OR POPULAR CULTURE &RIENDS SAY ,AIN HAD A MASTERS DEGREE IN %NGLISH LITERATURE AND HAD TAUGHT AT UNIVERSITIES IN -ACON 'EORGIA WHERE HE GREW UP AND 3T 0AUL -INNESOTA &OR THE LAST COUPLE OF YEARS ,AIN WORKED FULL TIME AS A TECHNICAL SUPERVISOR AT 503 "UT EVENINGS AND WEEKENDS HE HAD A SECOND CAREER IN THE -AC SECTION OF VARIOUS COMPUTER SUPERSTORES EARNING A REPUTATION AS A STAR SALESPERSON 4HERE ARE REPORTS OF CUSTOMERS LEAVING WITH BAS KET LOADS OF MERCHANDISE h)F ) HAD  2ODNEY ,AINS ) WOULDNT HAVE TO WORRY ABOUT ANYTHING v ONE OF HIS #OMP53! MANAGERS TOLD THE 4WIN #ITIES 0IONEER 0RESS ,AIN WAS HIRED FULL TIME AT 0OWER /N 3OFTWARE A -AC SOFTWARE PUBLISHER AFTER ONE OF THE COMPANYS EXECUTIVES SAW THE WAY HE WORKED A CROWD OF SHOPPERS AT #OMP53! h) SAW 2ODNEY AND HE WAS SPEAKING WITH A WHOLE GROUP OF CUSTOMERS v SAID #OREY *OHNSON 0OWER /NS OPERATIONS MANAGER h(E HAD GATH ERED A CROWD (IS SPEAKING SKILLS WERE SOMETHING TO BEHOLD (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 ,AIN JOINED 503 !T THE SAME TIME HE SOLD -ACS AT "EST "UY #OMP53! AND -ICRO #ENTER 4WO WEEKS BEFORE HIS DEATH HE STARTED A NEW JOB AT !PPLES STORE IN -INNEAPOLISS -ALL OF !MERICA A POSITION HE HAD COVETED h(E WILL BE SORELY MISSED ON THIS EARTH v SAID *OHNSON h(E WAS AN INCREDIBLE TALENTv "EFORE HIS ASSOCIATION WITH THE -AC COMMUNITY ,AIN WAS ACTIVE IN VARIOUS #HRISTIAN CHURCHES h)VE BEEN A FANATIC v HE TOLD -INNESOTA 0UBLIC 2ADIO h)VE BEEN A MAINSTREAM CHURCH FANATIC )VE BEEN A FRINGE CHURCH FANATIC )VE BEEN ALL OVER THAT STUFF )T HELPS ME UNDERSTAND THIS -ACINTOSH THING TOO ) KNOW NOT TO TAKE IT TOO SERIOUSLY LIKE SOME OF THE OTHER PEOPLE DO )F !PPLE WERE TO DIE TODAY )D FIND SOMETHING ELSE TO WRITE ABOUT

-IRED IS THE CREATION OF FIVE "ROWN 5NIVERSITY GRADUATES WHO LIVE IN .EW 9ORK #ITY 4HEY MET AT "ROWNS INDEPENDENT NEWS PAPER THE )NDY IN THE MID S -IRED BILLS ITSELF AS A LOWBROW DIGITAL MAGAZINE OBSESSED WITH HIP HOP CELEBRITIES SLEAZY POLITICS FAST FOOD AND OF COURSE -ACS (AUSER CAME UP WITH THE -AC#OMMUNIST IDEA AFTER PONDERING !PPLES 4HINK $IFFERENT ADVERTISING CAMPAIGN WHICH STARRED COUNTERCULTURE FIGURES LIKE *OAN "AEZ -AHATMA 'ANDHI 4ED 4URNER AND #ESAR #HAVEZ h)T WAS MOSTLY COMPRISED OF SUCH TERRIBLY BOURGEOIS ICONOGRAPHY IT GOT ME THINKING ABOUT THE REAL REVOLUTIONARIES OUT THERE v SAID (AUSER ,IKE A LOT OF PEOPLE AT THE TIME (AUSER MADE HIS OWN 4HINK $IFFERENT POSTERS (E CHOSE -ARX AND &REUD BECAUSE THEY ARE hSTILL THE TWO MOST UNPOPULAR INTEL LECTUALS OF ALL TIMEv

h-AYBE THE -AC IS MY RELIGION v HE ADDED h)N A WAY THIS IS THE SERVING AND STUFF ) USED TO DO WHEN ) WAS IN THE CHURCH ) WAS ALWAYS ONE OF THE MOST ACTIVE PEOPLE ALWAYS THE FIRST TO STEP UP 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 +=NT
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"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 SIDEˆAT LEAST AS FAR AS -AC USERS ARE CONCERNEDˆ 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 PLANNED ECONOMY v ONE IRATE READER WROTE HIM h4OTALLY ANTI FREE MARKET NO CLONES  .O FREE CHOICE OF -AC SUPPLIERx .O FREE CHOICE OF HARDWARE CONFIGURATION 9OU GET WHAT THE CENTRAL PLANNERS AKA 3TEVE SAY YOU NEED AND DONT ASK FOR NOTHING DIFFERENT    9EP !PPLE IS FOR SOCIALISTSv (AUSER DOES HAVE HIS FANS -IRED WAS THE SUBJECT OF AN ADMIRING REVIEW IN GLOSSY HIP HOP MAGAZINE 4HE &ADER (AUSERS ANNUAL GUIDE TO .EW 9ORK FOR -ACWORLD ATTENDEES PROMPTED A PROTEST FROM A LOCAL RECORD STORE FOR BEING LEFT OUT /DDLY -AC#OMMUNIST EARNED (AUSER A LOT OF MONEY $URING THE )NTERNET BUBBLE A LOT OF COMPANIES WERE DESPERATE FOR CONTENT FOR THEIR 7EB SITES AND MANY SYNDICATED (AUSERS COLUMN &OR A COUPLE OF YEARS SYNDICATION EARNED HIM MORE MONEY THAN HIS JOB AS PRINCIPAL OF 0HATINUM A DIGITAL PRODUC TION COLLECTIVE h-AC#OMMUNIST WAS SYNDICATED BY DIM WITTED CONTENT PURCHASERS AT /MNI3KY AND (EWLETT 0ACKARD AMONG HUNDREDS OF SMALLER 7EB STARTUPS v SAID (AUSER h4HEY WERE PAYING THOUSANDS OF DOLLARS A MONTH FOR MY DESCRIPTIONS OF HOW TERRIBLE THESE COMPANIES WERE AND HOW TO DESTROY THEM 7HAT A BIZARRE ERAv


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/ ,)N  !PPLE RAN A TELEVISION COMMERCIAL AIMED SQUARELY AT ITS COMPETITORS 4HE 4OASTED "UNNY AD AS IT CAME TO BE KNOWN PORTRAYED ONE OF )NTELS BUNNY SUITED WORKERS BEING HOSED DOWN BY A FIREFIGHTER h!PPLE #OMPUTER WOULD LIKE TO APOLOGIZE FOR TOASTING THE 0ENTIUM )) PROCESSOR IN PUBLIC v THE VOICE OVER

INTONED h"UT THE FACT REMAINS THE CHIP INSIDE EVERY NEW -ACINTOSH ' IS UP TO TWICE AS FASTv 4HE ADVERTISEMENT SO ENRAGED 4ODD !RNESON AT THE TIME A  YEAR OLD FAN OF 7INDOWS 0#S THAT HE LAUNCHED )HATEAPPLE COM A 7EB SITE DEVOTED TO COUNTERING WHAT HE CALLED !PPLES hPROPAGANDAv 4HANKS TO MENTIONS ON 7EB SITES LIKE #.%4 AND A PLETHORA OF OUTRAGED -AC ADVOCACY SITES )HATEAPPLECOM QUICKLY BECAME ONE OF THE MAJOR BATTLEGROUNDS IN THE hPLATFORM WARSv WAGED ON THE .ET DURING THE LATE S AND EARLY S 4HE PLATFORM WARS WERE AN ESCALATION OF THE NEVER ENDING ARGUMENT BETWEEN -AC USERS AND 7INDOWS USERS ABOUT WHICH PLATFORM WAS BETTER 4HE WEAPONS OF CHOICE WERE BENCHMARKS STATISTICS PRICE COMPARISONS INSULTS FLAMES AND THREATS4HIS SO CALLED INFOWAR WAS CONDUCTED IN MAGAZINES 5SENET NEWSGROUPS SUCH AS COMPSYSMACADVOCACY AND ALTFLAMEMACINTOSH INNUMERABLE CHAT FORUMS 7EB SITE MESSAGE BOARDS AND )2# CHANNELS /DDLY THE ARGUMENTS WERE OFTEN AS INFLAMMATORY AS DEBATES ABOUT ABORTION GUN CONTROL OR RELIGION !PPLE DID ITS PART TO FAN THE FLAMES WITH CALLS TO FIGHT THE 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 AT A FIRING RANGE "UT WHILE !PPLE CONTINUES TO PRESS THE ISSUE WITH ITS 3WITCH CAMPAIGN WHICH FEATURES DISGRUNTLED 7INDOWS USERS WHO SWITCHED TO THE -AC A DÏTENTE SEEMS TO HAVE BEEN REACHED AMONG ORDINARY -AC AND 7INDOWS USERS !PPLE HATING SITES 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 7INDOWSv 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 -AC4ALK 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 A4ITANIUM 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 BUT ON THE OTHER HAND THE ENTIRE 3WITCHERS CAMPAIGN IS KEEPING THE WHOLE THING 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 NOW THAT THE COMPANY ISNT IN IMMINENT DANGER OF GOING OUT OF BUSINESS $HEERAJ 6ASISHTA WHO RUNS FUCK-ICROSOFTCOM ANOTHER PLATFORM WARS BATTLEGROUND SAID HED SEEN A SHARP DECLINE IN ANTI -AC EMAIL AND A SIGNIFICANT DECLINE IN EMAIL FROM -ICROSOFTS hAPOLOGISTSv h-ORE AND MORE 7INDOWS USERS ARE STARTING TO SERIOUSLY QUESTION -ICROSOFTS MOTIVES AS WELL AS THE QUALITY OF ITS PRODUCTS v HE SAID IN AN EMAIL h!ND !PPLE TOOK A LOT OF THE WIND OUT OF ITS CRITICS SAILS WITH THE INTRODUCTION OF -AC /3 8v !ND THEN THERE ARE THE ANTI !PPLE 7EB SITES WHICH AT ONE TIME INCLUDED 3MACKINTOSH -ACS 3UCK AND THE 7HY !PPLE -ACINTOSH #OMPUTERS !RE 7ORTHLESS (OMEPAGE WHICH ARE NOW MOSTLY GONE !RNESONS )HATEAPPLECOM SITE IS ONE OF THE FEW THAT REMAIN BUT ITS A SHADOW OF ITS FORMER -AC BAITING SELF !T ITS HEIGHT IT ATTRACTED HUNDREDS OF PEOPLE TO AGGRESSIVELY DEBATE THE PROS AND CONS OF -ACS AND 7INDOWS MACHINES

/NE OF THE MOST CONTROVERSIAL PARODIES ON THE SITE WAS A POSTER MOCKING !PPLES 4HINK $IFFERENT AD CAMPAIGN WHICH HIGH LIGHTED FAMOUS ICONOCLASTS 4HE PARODY FEATURED !DOLF (ITLER !RNESON INITIALLY THOUGHT IT WAS FUNNY BUT EVENTUALLY TOOK IT DOWN BECAUSE IT WAS JUST A BIT TOO EDGY !RNESON SAID HE DERIVED GREAT PLEASURE FROM POSTING A NOTE DENIGRATING THE -AC PLATFORM AND WATCHING AS HUNDREDS OF ANGRY EMAILS POURED IN !RNESON ESTIMATED HE RECEIVED   OR MORE NASTY MESSAGES IN THE FIVE OR SIX YEARS HE WAS AT THE HELM 4HE SITE WASNT A 7INDOWS ADVOCACY VEHICLE PER SE LIKE THE HUNDREDS OF PRO -AC SITES ON THE 7EB !RNESON SAID HE DOESNT KNOW IF SUCH A THING EVEN EXISTS h7HEN YOURE THE BIG GUYS NO ONE NEEDS TO DEFEND YOU v HE SAID !RNESON SAID ZEALOUS -AC USERS WERE EASY TARGETS IT DIDNT TAKE MUCH TO GET THEIR BLOOD UP !PPLE AT THE TIME WAS IN FINANCIAL TROUBLE AND THE -AC COMMUNITY WAS FEELING VERY VERY THREATENED HE SAID

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 AND I"OOK h!PPLE HAS A NEW NOTEBOOK v RAN A JOKE FROM THE TIME h)TS AN %TCH ! 3KETCHv

h7E WERE NEVER TOO SERIOUS ABOUT WHAT WE WERE DOING 7E LIKED THE ATTENTION 7E MOSTLY DIDNT CARE IF PEOPLE USED A -AC OR NOTv



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#ONFERENCES ARE AN !MERICAN INSTITUTION /STENSIBLY FOR BUSI NESS PEOPLE GET DRUNK HAVE A GOOD TIME AND FOOL AROUND ON THEIR SPOUSES -ACWORLD #ONFERENCE  %XPO IS NO EXCEPTION 3INCE  THE SHOW HAS BEEN HELD TWICE A YEAR IN THE 53ˆIN 3AN &RANCISCO IN *ANUARY AND .EW 9ORK IN *ULY /VERSEAS -ACWORLD SHOWS HAVE ALSO BEEN HELD IN 4OKYO IN THE SPRING AND &RANCE IN THE FALL

ATIVE TYPES )N  THE SHOWS ORGANIZER )$' ANNOUNCED A PLAN TO MOVE THE SHOW BACK TO "OSTON IN  !PPLE BALKED PLEDGING NOT TO PARTICIPATE IF THE SHOW LEFT .EW9ORK !PPLE SAID IT WOULD CONTINUE EXHIBITING AT THE 3AN &RANCISCO %XPO )N  THE 4OKYO SHOW FOLDED AFTER !PPLE DROPPED OUT 4HE THREE DAY SHOW HAD RUN FOR  YEARS AND YEAR AFTER YEAR ATTRACTED AUDIENCES IN EXCESS OF   PEOPLE 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 YEARS "OSTON AND 3AN &RANCISCO WERE THE SHOWS TRADITIONAL VENUES /VER THE YEARS HOWEVER THERE WAS SOME SHUFmING OF THE CONFERENCE FROM CITY TO CITY

4HE SHOW mOOR IS LIKE A ,AS 6EGAS CASINO WITHOUT THE CIGARETTE SMOKE LIGHTS DEAFENING NOISE AND RUDE CROWDS OF PEOPLE WHO CONSTANTLY BUMP EACH OTHER OR CONGREGATE IN THE MOST INCONVE NIENT PLACES USUALLY THE AISLES

)N THE LATE S A ONE OFF -ACWORLD WAS HELD IN $ALLAS AND THERE WERE A FEW SHOWS IN4ORONTO )N  THE %AST #OAST SHOW ATTEMPTED TO MOVE TO 7ASHINGTON $# TO GO AFTER THE GOVERN MENT MARKET AND AGAIN IN -AY  AFTER THE 0OWER -AC CAME OUT "UT "OSTON A HOTBED OF ACADEMICS AND DEVELOPERS HELD SWAY OVER ALTERNATIVE VENUES UNTIL  WHEN THE %AST #OAST SHOW WAS MOVED TO .EW 9ORK TO FOCUS ON THE "IG !PPLES CRE

4HE EXHIBITION HALL IS FULL OF COMPANIES CLAMORING FOR ATTEN TION SHOUTING OVER EACH OTHER TO ATTRACT PEOPLE TO THEIR BOOTHS 4HEY GIVE OUT TRUCKLOADS OF INEXPENSIVE GIFTS BUTTONS 4 SHIRTS PENS #$S !TTENDEES lLL THEIR BAGS WITH ALL THE GIVEAWAYS AND LITERATURE THEY CAN LAY THEIR HANDS ON /UT OF TOWNERS CAN BE OVERHEARD DISCUSSING WHERE TO BUY JUMBO SIZED LUGGAGE FOR ALL THE STUFF THEYVE COLLECTED



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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
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v ! 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

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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 IN4.4S 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

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3IX MONTHS LATER AT -ACWORLD .EW9ORK 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 BUYERSˆCORPORATIONS EDUCATION AND GOVERNMENTˆAND 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 mOOR4HE 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

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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 






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/" 7HAT DOES -ACWORLD HAVE IN COMMON WITH (AWAII $ISNEYLAND ,AS 6EGAS OR %UROPE 0EOPLE GO TO THE -ACWORLD TRADE SHOW ON VACATION ! SURPRISING NUMBER OF PEOPLE TAKE THEIR TWO WEEKS ANNUAL VACATION AT -ACWORLD ONE WEEK IN 3AN &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 FROM #ANADA WITH HER HUSBAND ,IOR TO ATTEND -ACWORLD IN 3AN &RANCISCO h! LITTLE BIT OF -ACWORLD A LITTLE BIT OF 3AN &RANCISCOv 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 ITS A DREAM COME TRUE ) WAS A BIT DUBIOUS ABOUT THIS BUT ITS QUITE EXCITING -Y HUSBANDS NOT ALONE WITH HIS OBSESSION WITH THE -AC 4HERES LOTS OF THEM AND THEY SEEM LIKE NICE PEOPLEv !T -ACWORLD IN .EW 9ORK .ANCY "OOVER AN ELEMENTARY SCHOOL TEACHER FROM .EW *ERSEY TOLD 7IRED .EWS SHE WAS ALSO KILL ING TWO BIRDS WITH ONE STONE h4HIS REALLY IS A LOVELY WAY TO CHILL OUT v SHE SAID OF THE SHOW h) GET A NICE LITTLE HOLIDAY IN A HAPPY PLACE ) LEARN A LOT AND ITS A VALID DEDUCTION ON MY TAXES /THERWISE )D NEVER BE ABLE TO AFFORD TO VISIT .EW 9ORK #ITYv "OOVER SAID SHE ATTENDS -ACWORLD RELIGIOUSLY FOR REASONS RANGING FROM hTHE TOTAL CREATIVE INSPIRATIONv TO hITS THE ONLY TECHIE SHOW THAT YOU CAN MEET GIRLS ATv -ICK -C'EE A GRAPHIC ARTIST FROM -ILWAUKEE SAID h) MET MY WIFE AT -ACWORLD lVE YEARS AGO ) PROPOSED AT -ACWORLD TWO YEARS LATER WE EVENTUALLY CONCEIVED A KID WHILE ATTENDING A -ACWORLD AND )VE GOTTEN A LOT OF JOBS AT -ACWORLD ) WOULDNT DREAM OF MISSING A SHOWv ,IKEWISE -ARK -ATTENS LIFE REVOLVES AROUND -ACS h) WORK ON MY -AC ) MAKE ART AND MUSIC WITH MY -AC AND IN MY SPARE TIME ) PLAY GAMES ON MY -AC v SAID -ATTEN A WRITER AND ARTIST FROM &LORIDA h!ND OBVIOUSLY ) ALSO CENTER MY VACATIONS ON MY -ACx)M HAVING AN EXCELLENT TIME ON MY SUMMER VACATION AT -ACWORLDv


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4HE IDEA WAS TO GET EVERYONE DRUNK ENOUGH TO TALK ABOUT THE SECRET PRODUCT PLANS BITCH ABOUT THEIR EMPLOYERS OR DISH DIRT ON THEIR COMPETITORS .ATURALLY THE TIPS WOULD THEN BE REPORTED EXCLUSIVELY IN -AC7EEK h)T WASNT A SOIRÏE v SAID FORMER -AC7EEK EDITOR -ATTHEW 2OTHENBERG h)T WAS A BLOWOUT ! LOT OF STRAIGHT LACED PEOPLE LETTING THEIR HAIR DOWNv 4HE PARTY WAS NAMED IN HONOR OF -AC7EEKS -AC THE +NIFE RUMOR COLUMN /VER THE YEARS THE COLUMN WAS PENNED BY A NUMBER OF ANONYMOUS WRITERS WHOSE IDENTITIES WERE CLOSELY GUARDED AND FREQUENTLY SPECULATED ON ,IKE THE NAMES OF THE WRITERS THE LOCATION OF THE PARTY WAS ALWAYS A SECRET4ICKETS WERE VERY HARD TO COME BY !TTENDANCE WAS STRICTLY LIMITED 4HE ONLY RULE WAS NO MARKETING mAKS OR 02 PEO PLE h7E WANTED THE -AC GEEKS COMING TO THIS v 2OTHENBERG SAID h7E WANTED THE PEOPLE WHO HAD THE  ON THE LATEST AND GREAT EST IN -AC TECHNOLOGY *UST ADD ALCOHOL AND LOUD LIVE MUSICv -OST INVITES WERE GIVEN OUT BY -AC7EEK REPORTERS WHO OFTEN DEMANDED A TIP FOR A TICKET

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LIKE GETTING INTO #"'" v RECALLED 2OTHENBERG h$OING THE DOOR WAS ALWAYS A LOVELY SPOT TO HOLD DOWN )T WAS STRICTLY ONE TICKET PER PERSON 9OUD ALWAYS GET A GROUP OF DRUNKS SAYING @THIS IS THE VICE PRESIDENT OF SALES HES GOT TO COME IN WITH USv

5NFORTUNATELY THE PARTY DIED WITH A lZZLE NOT A BANG 7HEN -AC7EEK KILLED THE -AC THE +NIFE COLUMN IN  IT ALSO KILLED THE PARTY .OT TO BE DENIED THE BIANNUAL BACCHANAL )LENE (OFFMAN A CONSULTANT AND EDITOR AT -AC&IX)T HTTPWWWMAClXITCOM TOOK ON THE TASK OF ORGANIZING THE h.OT THE -AC THE +NIFE 0ARTY v BUT IT SLOWLY lZZLED OUT

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7HO IS THE BIGGEST -AC ECCENTRIC AT -ACWORLD 4HERE ARE A FEW CONTENDERS BUT PERHAPS4AYLOR "ARCROFT TAKES THE TITLE "ARCROFT HAS SPENT THE LAST DECADE VIDEOTAP ING ALMOST EVERY KEYNOTE SPEECH PRESS CONFERENCE AND BOOTH PRESENTATION GIVEN AT THE -ACWORLD TRADE SHOW

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&OR  YEARS "ARCROFT HAS CRISSCROSSED THE COUNTRY IN HIS CUSTOM lTTED 26 ATTENDING -ACWORLD CONFERENCES ON BOTH COASTS AND PERHAPS HUNDREDS OF OTHER -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 MAKERˆA 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 SYSTEMˆA mAT SCREEN 46 IS MOUNTED ABOVE THE SINK AND ANOTHER UNFURLS FROM THE DASHBOARD #OST ABOUT

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  )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

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!MONG "ARCROFTS OTHER ACCOMPLISHMENTS HE WAS PRESIDENT SELF PROCLAIMED OF THE h!DAM 5SERS OF !MERICA v A USER GROUP DEVOTED TO AN EARLY HOME COMPUTER MADE BY THE MAKER OF THE #ABBAGE 0ATCH $OLLS h) WAS FEATURED IN 53! 4ODAY v 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

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(E HELPED PRODUCE THE lRST COPY OF -ONDO  THE INmUENTIAL TECHNO CULTURE MAGAZINE THAT PRECEDED 7IRED MAGAZINE AND WAS ONE OF THE lRST PEOPLE TO TRY TRANSMITTING TEXT OVER 46 A TECHNOLOGY OVERTAKEN BY THE )NTERNET

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!LTHOUGH HE WAS MARRIED BRIEmY AND HAD A SON "ARCROFT HAS ONLY RECENTLY 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 THING BUT NOW )M LIKE @WHATEVERv "ESIDES HIS GIRLFRIEND A (OLLYWOOD COSTUME DESIGNER WONT COME TO TRADE SHOWS h3HES NOT INTO TECHNOLOGY v "ARCROFT SAID h4HERES ONLY SO MUCH SHE CAN TAKEv h!T A CERTAIN POINT YOU GET BURNED OUT v HE ADDED h)TS NOT AS EASY TO SHOOT AS INTENSELY AS ) WAS9OU REALIZE NO ONE MAY EVER SEE THIS STUFFv




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7", 7HILE THOUSANDS OF -AC FANS GATHER IN HOT SWEATY .EW 9ORK TO HEAR 3TEVE *OBS KEYNOTE SPEECH AT -ACWORLD %XPO IN A REMOTE FROSTY PART OF THE WORLD OPPRESSIVE HUMIDITY ISNT A PROBLEM )N 2EYKJAVIK )CELANDS CAPITAL CITY HUNDREDS OF -AC FANS RENT OUT A LOCAL MOVIE THEATER TO WATCH THE SPEECH BROADCAST BY SATELLITE 4HE GATHERING ATTRACTS  TO  -AC FANS FROM THE CITY AND SURROUNDING TOWNS TO 2EYKJAVIKS LARG EST CINEMA (ASKOLABIO 5NIVERSITY #INEMA  3OME EVEN DRIVE HUNDREDS OF MILES ACROSS THE ISLAND TO ATTEND h4HE ATMOSPHERE IS LIKE A CULT GATHERING v SAID !NDRÏS -AGNÞSSON A  YEAR OLD JOURNALIST 02 CONSULTANT AND 7EB DESIGNER WHO LIVES IN 2EYKJAVIK h4HERE IS A BUZZ IN THE ROOM 5SUALLY THE CROWD IS ALMOST GIDDY mUSH WITH EXPECTATIONS AND THE CONlDENCE OF THE RIGHTEOUSv !LTHOUGH -AC FANS ALL OVER THE WORLD GET TOGETHER TO WATCH THE SPEECH BY SATELLITE OR 7EBCAST THIS MAY BE THE ONLY PLACE FANS RENT OUT A LARGE MOVIE THEATER !N !PPLE SPOKESWOMAN SAID SHE HADNT HEARD OF ANYTHING LIKE IT ,AST YEAR MORE THAN   PEOPLE WATCHED THE KEYNOTE WEBCAST ACCORDING TO !PPLE 4HE CROWD SIPS FREE 4UBORG BEER AND MUNCHES ON COMPLI MENTARY 3UBWAY SANDWICHES 4HE EVENT IS SPONSORED BY A LOCAL !PPLE DEALERSHIP WHICH SETS UP A STAND IN THE FOYER TO DEMONSTRATE ITS WARES 4HE GATHERING ATTRACTS THE USUAL CROWD OF -AC USERS GRAPHIC ARTISTS DESIGNERS VIDEOGRAPHERS AND PHOTOGRAPHERS h7HEN *OBS APPEARS ON THE STAGE THERE IS MUCH CLAPPING AND WHISTLES AND HIS PRESENTATION IS INTERRUPTED BY APPLAUSES AND CHEERS WITH THE ODD BOO IF "ILL 'ATES IS MEN TIONED v -AGNÞSSON SAID h7HEN THE NEW I-AC WAS UNCOVERED THERE WAS ONE SHOUT OF @(ALLELUJAH
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*OBS SPEECH HAS BECOME AN ANNUAL PILGRIMAGE FOR )CELANDIC -AC FANS WHO ALSO GET TOGETHER TO WATCH THE KEYNOTE FROM -ACWORLD 3AN &RANCISCO WHICH IS HELD IN *ANUARY ! FEW YEARS AGO SMALL GROUPS OF )CELANDIC -AC USERS STARTED GATHERING AT EACH OTHERS HOMES TO WATCH 3TEVE *OBS KEYNOTE SPEECHES 4HEY WERE SO POPULAR THAT THE !PPLE DEALER STARTED RENTING OUT A SMALL CONFER ENCE ROOM AND A LARGE SCREEN 46 %VERY YEAR THE EVENTS KEPT GROWING FROM ABOUT  TO  PEOPLE -AGNÞSSON ESTIMATED h4HIS YEAR IT HAS GROWN TO A MINI CONFERENCE v HE SAID 4HE DRIVING FORCE BEHIND THE EVENT IS 3TEINGRIMUR !RNASON A SENIOR PROGRAMMER WITH !PPLE 5MBODID WHO SUPPORTS )CELANDIC -AC SOFTWARE h!RNASON IS A -AC ZEALOT BUT HE IS ALSO EXTREMELY CONCERNED WITH THE )CELANDIC LANGUAGE v -AGNÞSSON SAID h)CELANDIC IS A HOT ISSUE HERE AS IT SHOULD BE ON THE ENDANGERED LANGUAGES LISTv !RNASON HAS CREATED SOFTWARE TO LOCALIZE POPULAR PROGRAMS FROM !DOBE -ACROMEDIA -ICROSOFT AND OTHERS -AGNÞSSON SAID )CELANDIC HAS SIX SPECIAL CHARACTERS UNIQUE TO THE LAN GUAGE AND A FEW SPECIAL REQUIREMENTS THAT PRECLUDE USING )NTERNATIONAL %NGLISH VERSIONS OF SOME SOFTWARE -ANY SOFT WARE COMPANIES IGNORE THE LANGUAGE BECAUSE OF )CELANDS TINY POPULATION   PEOPLE ABOUT   LIVE IN 2EYKJAVIK  4HE -AC /3 HAS BEEN LOCALIZED FOR )CELAND FOR MANY YEARS -AC /3 8 IS STILL BEING TRANSLATED -AGNÞSSON SAID

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*OBS KEYNOTE SPEECH ON THE lRST DAY OF THE SHOW h3OME GOOD NATURED RIBBING AND CATCALLING WENT ON AND THE GUY WITH THE LAPTOP LOOKED KIND OF EMBARRASSED v SAID $AVID %NGSTROM A SENIOR EDITOR AT -AC3PEED:ONE AND -AC2EVIEW:ONE WHO WITNESSED THE DECEPTION

h) DIDNT FEEL THE NEED TO GIVE HIM THE REAL STORY v 3TANlELD SAID h) WAS HOPING HED lGURE IT OUT WHEN *OBS DIDNT ANNOUNCE ITv

%NGSTROM SAID HE FEARED THE -AC MOB WOULD CHASE 3TANlELD DOWN AND STONE HIM LIKE A SCENE FROM :ORBA THE 'REEK ,UCKILY %NGSTROM SAID 3TANlELD WAS SURROUNDED BY GUYS THE SIZE OF DEFENSIVE LINEBACKERS h,IKE A 2OMAN COHORT THEY FORMED A PROTECTIVE RING AROUND THEIR BELEAGUERED MEMBER AND MOVED HIM OUT OF HARMS WAY v %NGSTROM WROTE ABOUT THE INCIDENT ON HIS SITE h%NTERING -ACWORLD WITH THE WRONG TECHNOLOGY IS LIKE WANDERING THE #ASBAH WITH MONEY HANGING OUT OF YOUR POCKET    JUST AINT PRUDENTv

!PPLE USUALLY REVEALS MAJOR NEW PRODUCTS AT -ACWORLD 4O MAINTAIN SECRECY SECURITY AT THE !PPLE BOOTH IS ALWAYS VERY TIGHT )N THE PAST !PPLE HAS DRAPED ITS ENTIRE BOOTH IN A GIANT  FOOT CURTAIN THAT IS  FEET HIGH /NLY A SMALL NUMBER OF VET TED !PPLE EMPLOYEES ARE ALLOWED ANYWHERE NEAR IT h-ACWORLD IS ONE OF THE MOST SECURE EVENTS IN THE INDUSTRY v SAID 2OB 3CHESCHAREG VICE PRESIDENT OF EVENTS FOR )$' 7ORLD %XPO WHICH PUTS ON THE SHOW

.EEDLESS TO SAY 3TANlELD WASNT STONED "UT HIS ATTEMPTS TO DISGUISE THE MACHINE ONLY MADE PEOPLE MORE CURIOUS 3OME THOUGHT THE SILVER AND BLUE COMPUTER WAS A NEW !PPLE LAPTOP YET TO BE RELEASED TO THE PUBLIC h/NE PERSON ACTUALLY BEGGED TO HOLD IT AND LOOK AT IT BELIEVING THAT IT WAS A NEW PORTABLE 3TEVE WOULD BE ANNOUNCING DURING THE KEYNOTE v 3TANlELD SAID h) PLAYED ALONG AND TOLD HIM IT HAD A  '(Z ' IN IT AND RAN 7INDOWS 80 AS WELL AS -AC /3 8v 3TANlELD SAID THE GULLIBLE FELLOW ACTUALLY BELIEVED HIM

!T -ACWORLD 4OKYO IN  !PPLE WASNT EXPECTED TO REVEAL ANYTHING NEW "UT BEFORE THE SHOW OPENED THE COMPANY HAD A PAIR OF LARGE AND MYSTERIOUSLY SHROUDED BOOTHS IN ITS DISPLAY AREA ON THE EXHIBIT mOOR 4HE DRAPED BOOTHS RESEMBLED SOME THING FROM A 3TANLEY +UBRICK MOVIE %VEN THE TOPS OF THE BOOTHS WERE DRAPED IN THICK BLACK MATERIAL PREVENTING WORKMEN ON LADDERS OR LIGHTING GANTRIES FROM PEEKING INSIDE !DDING TO THE AIR OF MYSTERY A mUORESCENT GLOW FROM INSIDE THE BOOTHS COULD BE SEEN WHERE THE CURTAINS MET THE mOOR

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%ACH BOOTH WAS UNDER THE WATCHFUL EYE OF A PAIR OF UNIFORMED GUARDS STATIONED AT OPPOSITE CORNERS TO GIVE THEM A COMMAND ING VIEW OF ALL FOUR SIDES .O ONE WAS ALLOWED TO APPROACH THE BOOTHS WHICH WERE LOCATED ON EACH SIDE OF THE LARGE STAGE 7HEN APPROACHED ONE OF THE GUARDS SAID HE HAD NO IDEA WHAT WAS INSIDE "UT HE SAID lRMLY THAT NO ONE WITHOUT A SPECIAL !PPLE BADGE WAS ALLOWED ANYWHERE NEAR IT !NOTHER GUARD JUST STERNLY SHOOK HIS HEAD WHEN APPROACHED )N ADDITION THERE WAS A LARGE METAL BOX ON WHEELS AT THE CORNER OF !PPLES DISPLAY AREA 4HE BOX WHICH APPEARED TO BE DESIGNED FOR AIR FREIGHT WAS ALSO WATCHED OVER BY A UNIFORMED GUARD )T WAS ADORNED WITH A PROMINENT RED STICKER THAT READ h!PPLE "OOTH 3ECRETv $ESPITE SOME !PPLE EMPLOYEES FROM !MERICA MILLING AROUND ) WAS ABLE TO SNAP A PICTURE BY HIDING BEHIND A STACK OF I-AC BOXES ) GOT SOME SUSPICIOUS GLANCES FROM THE !PPLE EMPLOY EES BUT THAT WAS THE ONLY SIGN OF SECURITY AT -ACWORLD 4OKYO !PART FROM THE SECRET BOOTHS THE ENTIRE SHOW mOOR WAS MORE OR LESS FREELY ACCESSIBLE AND SO WAS A LOT OF EXPENSIVE EQUIPMENT SCATTERED ABOUT ) WAS ABLE TO FREELY WANDER THE SHOW mOOR ON THE EVE OF THE CONFERENCE BY SIMPLY SAYING h0RESSv

" -½Ê*"//9Ê"1/ )N PUBLIC 3TEVE *OBS COMES ACROSS AS SOPHISTICATED AND URBANE 3O ITS SOMETHING OF A RELIEF TO KNOW THAT IN PRIVATE HE SWEARS LIKE A SAILOR !T A BIG MEETING OF !PPLES RESELLERS AT THE -ACWORLD %XPO IN  !PPLES #%/ 3TEVE *OBS UNEXPECTEDLY DROPPED IN !CCORDING TO THOSE IN ATTENDANCE THE hGREAT MANv GAVE A SHORT TALK AND THEN TOOK QUESTIONS FROM THE mOOR FOR MORE THAN AN HOUR 4HE RESELLERSˆA BUNCH OF NO NONSENSE BUSINESS TYPESˆ WERE IMPRESSED BY HIS CANDOR *OBS GAVE FRANK AND HONEST ANSWERS TO TOUGH QUESTIONS IN THIS TIME OF TROUBLE FOR THE COMPANY AND ITS PARTNERS THEY SAID 4HEY WERE ALSO IMPRESSED BY HIS INCREDIBLE POTTY MOUTH %VERY SENTENCE HE UTTEREDˆEVERY SINGLE ONEˆCONTAINED AN EXPLETIVE h) WAS SURPRISED v SAID ONE RESELLER WHO ASKED NOT TO BE NAMED h(E WASNT LIKE HE WAS DURING HIS KEYNOTESv

.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 .EW9ORKER h.O ONE GETS IN WITHOUT A BADGEv !FTER SOME DISCUSSION WITH HIS GROUP WHICH INCLUDED THE SINGER AND DANCER 'REGORY (INES AND AN UNSUCCESSFUL ATTEMPT TO SNEAK BY THE GUARD *OBS WAS FORCED TO RETREAT AND BORROW A LACKEYS BADGE (E STAYED ONLY A MINUTE OR TWO BEFORE LEAV ING FOR HIS mIGHT BACK TO #ALIFORNIA -EANWHILE THE GUARD GOT A ROCKET FROM UNHAPPY SUPERIORS OR SO THE STORY GOES

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7", &OR THREE YEARS IN A ROW 2ANDY .AUERT ATTENDED -ACWORLD WITH HIS DOG BUT HAD TROUBLE lNDING A HOTEL THAT WILL ALLOW THE ANIMAL TO STAY IN HIS ROOM 3O .AUERT WHOS HAD A COLORFUL AND VARIED CAREER IN THE MUSIC AND lLM INDUSTRIES SLEPT IN HIS CAR WITH THE DOG

.AUERT  DRIVES UP TO 3AN &RANCISCO FROM HIS RANCH IN -ALIBU 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 BUT HE SPENDS THE NIGHT IN THE CAR h) CANT LEAVE HER ANYWHERE v HE EXPLAINED ABOUT THE DOG A  YEAR OLD 7EIMARANER CALLED 6ALENTINA h)VE TRIED ALL KINDS OF DIFFERENT THINGS )VE TRIED LEAV ING HER WITH THE NEIGHBORS BUT SHE JUST HOWLSv $URING THE DAY WHILE HE TOOLS AROUND AT -ACWORLD 6ALENTINA STAYS IN THE CAR 3HES QUITE HAPPY .AUERT SAID



.AUERT IS A PART TIME -ACINTOSH CONSULTANT OFFERING COMPUTER ADVICE TO HIS FRIENDS IN THE MUSIC AND lLM INDUSTRIES SOME OF WHOM ARE PRETTY FAMOUS -ARK (AMILL $ARYL (ANNAH BUT HES NEVER SENT THEM A BILL HE SAID (ES ALSO ACTIVE IN THE #AMARILLO 6ENTURA -ACINTOSH 5SER 'ROUP AND FRIENDLY WITH SOME !PPLE EXECUTIVES

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.AUERT GOT HIS START IN THE MUSIC BUSINESS AS A MEMBER OF 4HE #HALLENGERS THE SURF GROUP THAT HELPED POPULARIZE SUCH HITS AS h7IPE /UTv 4HE BAND WENT THROUGH VARIOUS INCARNA TIONS EVENTUALLY RECORDING  ALBUMS UNDER DIFFERENT NAMES AND RECORDING CONTRACTS .AUERT SAID HE MET 2AVI 3HANKAR THE FAMOUS SITAR PLAYER AND WAS INVITED TO )NDIA WHERE HE SPENT TIME WITH 'EORGE (ARRISON 2ETURNING TO THE 5NITED 3TATES .AUERT REENTERED THE MUSIC BUSI NESS AS A MANAGER AND MUSIC PUBLISHER BECOMING INVOLVED HE CLAIMED IN THE CAREERS OF SOME OF THE ERAS MOST FAMOUS ART ISTS INCLUDING "OB $YLAN *IMI (ENDRIX *ANIS *OPLIN 4HE "AND 0ETER 0AUL  -ARY THE "EACH "OYS AND THE 2OLLING 3TONES AMONG MANY OTHERS

BAND 4HE 3CORPIONS BUT HE SPENDS MOST OF HIS TIME HANGING OUT AT HIS -ALIBU RANCH h3O WHAT EXACTLY DO YOU DO FOR A LIV INGv HIS 7EB SITE ASKS h.OTHING EXACTLY "UT ) DO FOLLOW @THE INSPIRATION AND HAVE BEEN ABLE TO SURVIVE AND ENJOY LIFEv )N  HE DEVISED A NEW PLAN FOR BRINGING HIS DOG TO THE SHOW (ES PUT 6ALENTINA IN A HARNESS THAT IDENTIlES HER AS A SERVICE DOG 5NDER THE LAW 6ALENTINA IS SUPPOSED TO BE ALLOWED ANY WHERE HER OWNER GOES INCLUDING HOTEL ROOMS .AUERT BOOKED INTO A FANCY HOTEL AND WAS TOLD THE DOG WOULD BE NO PROBLEM AS LONG AS HE HAD SOME PAPERWORK WHICH HE DIDNT HAVE  ,UCKILY THE HOTEL ACCEPTED THE SHEAF OF )NTERNET PRINTOUTS .AUERT MADE EXPLAINING THE LAW

(E ALSO WORKED IN lLM HE SAID ACTING AS ASSOCIATE PRODUCER OF THE  /SCAR WINNING DOCUMENTARY "ROKEN 2AINBOW AND AS MUSIC SUPERVISOR FOR AN !NTONIONI lLM :ABRISKIE 0OINT -EANWHILE HE BUILT A HANDFUL OF HOUSES IN -ALIBU INCLUDING THE ONE WHERE HE NOW LIVES h4HE DAMN HOUSE IS NOTHING BUT GOLD RECORDS ON THE WALLS v SAID *OHN "ASS AN EDITOR AT #..S ,OS !NGELES BUREAU WHO HAS KNOWN .AUERT FOR  YEARS h(IS PICTURE IS ON THE FREAKIN COVER OF 3ERGEANT 0EPPERS ,ONELY (EARTS #LUB "ANDv

.AUERT AND 6ALENTINA VOLUNTEER FOR ARSON WATCH IN -ALIBUS lRE PRONE CANYONS WHICH IS HOW .AUERT GOT THE HARNESS (E REFUSES TO WEAR DARK GLASSES TO MAKE HIM LOOK BLIND OR PULL ANY OTHER KIND OF DECEPTION h) SHOULDNT NEED TO MAKE AN EXCUSE v HE SAID h3HES A SERVICE DOG 3HE NEEDS TO BE WITH HER TRAINERv

4HESE DAYS IN ADDITION TO SERVING AS A FREE CONSULTANT TO THE STARS .AUERT IS THE UNOFlCIAL 53 MANAGER OF THE 'ERMAN ROCK

!RMITAGE A  YEAR OLD COMPUTER TECHNICIAN FOR AN !USTRALIAN GOVERNMENTnSPONSORED SCIENTIlC RESEARCH CENTER IS ALSO VISITING

0ERHAPS THE FARTHEST mUNG -ACWORLD ATTENDEE IS 2AENA !RMITAGE A SELF CONFESSED h-AC GEEKv WHO mEW HALFWAY AROUND THE GLOBE FROM 4ASMANIA TO ATTEND THE SHOW

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HER CYBERBOYFRIEND $AN -ILLER A  YEAR OLD PHOTOJOURNALIST WHO LIVES IN /HIO "UT INSTEAD OF SPENDING HER TWO WEEK VISIT IN -ILLERS HOMETOWN OF 3ANDUSKY /HIO THE COUPLE DECIDED TO COVER -ACWORLD FOR THE -AC /BSERVER A -AC ORIENTED NEWS SITE 4HE COUPLE MET AND HAVE BEEN hDATINGv FOR ABOUT  MONTHS THROUGH THE SITES FORUMS -ILLER mEW OUT TO VISIT !RMITAGE IN 4ASMANIA LAST *UNE h)M REALLY REALLY HAPPY TO BE HERE AND SEE SO MANY -AC GEEKS TOGETHER v !RMITAGE SAID OF -ACWORLD h7E JUST DONT HAVE THEM ;IN4ASMANIA= ) CAN COUNT THEM ALL ON THE lNGERS OF ONE HAND !LL MY GEEK FRIENDS ARE 0# GEEKSv h)M GLAD ;HER FRIENDS USE 0#S= v CHIMED IN -ILLER h3HE WOULDNT HAVE SPENT SO MUCH TIME ON THE -AC /BSERVERv -ACS ARE THE COUPLES hCOMMON LANGUAGE v !RMITAGE SAID h7E DO DIFFERENT THINGS WE LIVE IN DIFFERENT COUNTRIES v SHE ADDED h4HIS IS THE lRST THING WE HAVE TO SHAREv !CCORDING TO )$' 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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- Ê-/9 )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 MAKING COMPUTERS WILL NEVER BE THE SAME AGAIN 4HANKS TO THE KAKKITEKI FACTOR THE FLAT PANEL I-AC IS ATTRACTING MORE *APANESE WOMEN TO THE PLATFORM ACCORDING TO REPORTS -ANAMI 3HIMOMURA A  SOMETHING PIANO TEACHER FROM +YOTO TOLD -AC$IRECTORY THAT THE I-AC GREATLY APPEALED TO STYLE CONSCIOUS WOMEN COMPUTER BUYERS h!FTER THE I-AC ARRIVED SO MANY GIRLS STARTED APPEARING IN THE COMPUTER SHOPPING DISTRICT v SHE TOLD THE MAGAZINE h4HE I-AC WAS SO CUTE
v *APANESE -AC USERS KNOW THE SPECS OF ALL THE MACHINES AND LOVE TO TAKE THEM APART 4ROUBLE IS MESSING WITH THE INNARDS VOIDS A MACHINES WARRANTY 3O AVERAGE USERS LEAVE THEIR -ACS ALONE AND HAVE THE COMPUTER MAGAZINES DO IT FOR THEM 4HERE ARE SIX OR SEVEN *APANESE -ACINTOSH MAGAZINES ON THE MARKET AND EVERY REVIEW OF EVERY PRODUCT INCLUDES A DETAILED BREAK DOWN OF THE PRODUCTS INTERNAL COMPONENTS 4HERE IS ALMOST ALWAYS A DETAILED SET OF PHOTOS DOCUMENTING THE INNARDS OF A PIECE OF DISMANTLED HARDWARE ! RECENT EDITION OF THE POPULAR -AC 0OWER FEATURES A REVIEW OF THE FLAT PANEL I-AC FEATURING SIX PAGES OF GLOSSY FULL COLOR PHO TOGRAPHS OF ITS INTERNAL COMPONENTS INCLUDING A DETAILED MAP OF THE MACHINES CIRCULAR MOTHERBOARD h%VERY -AC THAT COMES OUT WE TAKE APART v SAID .OBUYUKI (AYASHI A VETERAN FREELANCE WRITER FOR MANY *APANESE -AC MAGAZINES h)N *APAN A REVIEW OF A -ACINTOSH ISNT COMPLETE UNTIL WE BREAK IT APARTv %VEN A REVIEW OF THE 0OWER-ATEˆA SIMPLE VOLUME KNOBˆINCLUDES PICTURES OF ITS INTERNAL COMPONENTS )T DOESNT HAPPEN WITH 0# MAGAZINES (AYASHI SAID 4HERE ARE SO MANY DIFFERENT COMPO NENTS AND CONFIGURATIONS THE EXERCISE IS MEANINGLESS -AC 0OWER EMPLOYS THREE FULL TIME WRITERS JUST TO ANALYZE THE INTERNAL COMPONENTS OF PRODUCTS THAT CROSS THE REVIEW DEPART MENTS DESK (AYASHI SAID h*APANESE AND 'ERMAN -AC USERS ALL WANT TO KNOW WHATS INSIDE THE MACHINE v HE SAID h4HEY ALL

WANT TO OPEN IT UP AND TOUCH THE MOTHERBOARD "UT THEY DONT WANT TO OPEN UP THEIR OWN MACHINE BECAUSE OF THE WARRANTYv


7", Ê/"9" "EFORE IT WAS CANCELED IN  -ACWORLD 4OKYO WAS THE BIG GEST -ACINTOSH CONVENTION IN THE WORLD WITH ALMOST DOUBLE THE ATTENDEES OF THE 53 -ACWORLD %XPOS IN .EW 9ORK AND 3AN &RANCISCO 4HE SHOW WHICH RAN FOR  YEARS REGULARLY DREW IN EXCESS OF   ATTENDEES )N  -ACWORLD 4OKYO CELEBRATED ITS BIGGEST AUDIENCE TO DATE   -ACINTOSH FANS TURNED OUT LARGELY BECAUSE THE SHOW COINCIDED WITH A NATIONAL HOLIDAY -ACWORLD 4OKYO WAS HELD OVER THREE DAYS IN ONE OF THE CAVERN OUS HALLS AT THE ULTRAMODERN "IG 3IGHT )NTERNATIONAL #ONVENTION #ENTER WHICH IS LOCATED ON A RECLAIMED ISLAND IN4OKYO "AY4HE "IG 3IGHT CENTERS ARCHITECTURE RESEMBLES ONE OF THE TERRAFORM ING PLANTS IN THE MOVIE !LIENS !LTHOUGH THE NUMBER OF VISITORS WAS DOUBLE THE 53 SHOWS THE NUMBER OF EXHIBITORS WAS ABOUT HALF 4HE CONFERENCE DREW THE USUAL CROWDS OF DESIGNERS ARTISTS FILMMAKERS AND MUSI CIANS AND BOY DID THEY LOOK GOOD #ONTRARY TO 7ESTERN CLICHÏ DRESS WISE THE *APANESE ARE ANYTHING BUT CONFORMIST 4HERES A VAST ARRAY OF DIFFERENT STREET STYLES AND THE CROWD DRAWN TO -ACWORLD WAS YOUNG AND HIP 7HEREAS -ACWORLD 3AN &RANCISCO IS GEEKY AND .EW 9ORK A LITTLE LESS SO -ACWORLD 4OKYO WAS FULL OF WELL DRESSED WELL GROOMED STYLE CONSCIOUS YOUNG PEOPLE 3OMETIMES IT LOOKED MORE LIKE A RAVE OR A FASHION SHOW THAN A COMPUTER CONVEN TION 4HERE WAS A NERD FACTOR OF COURSE BUT THE DOMINANT LOOK WAS COOL 4OKYOS UBIQUITOUS SALARYMEN AND OFFICE LADIES WERE 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 SHOWˆTHATS RESERVED FOR THE 53 -ACWORLDSˆSO -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 AUDIENCEˆMAYBE   PEOPLEˆWAS 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 SQUIRED AROUND THE SHOW FLOOR AS A GROUP RATHER THAN WANDER AROUND ON THEIR OWN #ATERING TO THIS CROWD I4OURS OFFERED A GUIDED GROUP TOUR OF THE %XPO EVERY HOUR OR SO 4HE TOUR LEADER HELD ALOFT A CARDBOARD SIGN ON A POLE %VERY TIME THE GROUP CAME TO A BOOTH WITH SOMETHING TO GIVE AWAYˆA PEN A 4 SHIRT A BASEBALL CAPˆTHE GROUP PLAYED ROCK PAPER SCISSORS TO SEE WHO GOT IT %VERYONE GATHERED AROUND TO PLAY THE TOUR LEADER 7HOEVER BEAT HIM GOT TO PLAY THE OTHERS UNTIL THE WINNER WAS CHOSEN )T WAS A SMALL GROUP SO THE WINNER WAS USUALLY SELECTED WITHIN A COUPLE OF ROUNDS !T THE BACK OF THE HALL 2OCHAMBEAU WAS PLAYED ALL DAY &IFTY TO  PEOPLE GATHERED AROUND WHILE AN ANNOUNCER ON STAGE YELLED INTO A MICROPHONE ! COUPLE OF HELPERS ADDED TO THE CACOPHONY WHILE ANOTHER TOOK PHOTOGRAPHS %VERYONE PLAYED THE GUY ON STAGE !T HIS COMMAND EVERYONE HELD UP THEIR HANDˆFIST CLENCHED OR FLAT OR FINGERS EXTENDEDˆAND THEN FELL ABOUT LAUGHING )T DIDNT TAKE LONG TO WHITTLE THE CROWD DOWN TO TWO WHO PLAYED OFF ON STAGE 4HE ANNOUNCER CARRIED ON LIKE A GAME SHOW HOST WHIPPING EVERYONE INTO A FRENZY 4HE WIN NER WHO CHOSE ROCK OVER SCISSORS WON A 0LAY3TATION  GAME SYSTEM "EFORE LEAVING THE STAGE THE WINNER BOWED DEEPLY AND POSED FOR A PICTURE TAKEN BY THE CAMERA TOTING HELPER 4HE SHOW FINISHED AT  PM EVERY DAY 4HERE WERE A COUPLE OF ANNOUNCEMENTS OVER THE 0! SYSTEM BUT TO MAKE SURE EVERY ONE GOT THE MESSAGE h!ULD ,ANG 3YNEv WAS PIPED OVER THE SOUND SYSTEM

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USER GROUPS FOCUS ON A PARTICULAR TECHNOLOGY OR PRODUCT LIKE (YPER#ARD 0ARK THE 1UICK4IME 5SERS 'ROUP AND THE I-AC 5SER 'ROUP 3OME OF THE MOST DEDICATED GROUPS ARE DEVOTED TO MOBILE TECHNOLOGY SUCH AS THE 0OWER"OOK !RMY THE 0OWER"OOK /WNERS #LUB AND THE .EWTON *APAN 5SER 'ROUP 4HE 0OWER"OOK !RMY IS MORE OF A 7EB PUBLISHING RING THAN A USER GROUP -EMBERS RUN A POPULAR MAILING LIST AND THE GROUPS CENTRAL 7EB SITE HTTPWWWPOWERBOOKORG IS A JUMPING OFF POINT FOR SPECIALIST SITES RUN BY THE 0OWER"OOK !RMYS hOFFICERSv /F THE  OR SO PEOPLE WHO MAINTAIN 7EB SITES DEVOTED TO 0OWER"OOKS MANY ARE SPECIALISTS IN DIFFERENT OFTEN NARROW NICHES /NE IS EXPERT IN MAINTENANCE ISSUES LIKE MENDING HINGES ANOTHER FOCUSES ON UPGRADING OLD MACHINES WITH NEW CHIPS ANOTHER IS AN EXPERT IN CUSTOMIZING KEYBOARDS -OBILE$OG A 7EB SITE RUN BY 9UKO 4ANAKA A FORMER #ANON ENGINEER CONCENTRATES ON UPGRADING 0OWER"OOKS4ANAKAS SITE IS FULL OF TECHNICAL INFORMATION SCHEMATICS AND INSTRUCTIONS ON TAKING THE MACHINES APART ALL OF WHICH SHE FIGURED OUT HERSELF WITH A VOLT METER AND SOLDERING IRON (ER SITE IS REPUTEDLY THE BEST PLACE TO FIND OUT HOW TO UPGRADE THE S PROCESSOR A TRICKY OPERATION h)TS VERY HARD TO DO THIS )T REQUIRES SPECIAL SKILL v SHE SAID 4HE 0OWER"OOK !RMY REVEALS THE STRONG HACKER ETHIC OF *APANESE -AC USERS *APANESE -AC USERS TEND TO BE VERY 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 BURIES4HEY ARE ALSO HAPPY TO HELP EACH OTHER %VERYONE CHIPS IN THEIR EXPERTISE FOR THE GROUPS BENEFIT FREELY SHARING KNOWLEDGE AND ASSISTANCE #USTOMIZING MACHINES IS POPULAR IN *APAN )T IS PARTLY DRIVEN BY THE DESIRE TO MAKE MASS PRODUCED PRODUCTS MORE PERSONAL AND IT IS ALSO A WAY TO STAND OUT FROM THE CROWD ,IKE 4OKYO STREET FASHION COMPUTER CUSTOMIZATIONS CAN BE EXTREMELY VARIED h-OST PEOPLE DYE THEIR HAIR ESPECIALLY WOMEN v SAID &RANCIS "OISVERT AN EXPATRIATE !MERICAN AND FOUNDER OF -AC4OKYO AN %NGLISH LANGUAGE -AC USER GROUP h4HEY WANT BROWN OR BLONDE OR ORANGEˆANYTHING EXCEPT BLACK 4HE SAME IS TRUE OF THEIR COMPUTERS 0EOPLE ARE CONCERNED WITH DISTINGUISHING THEIR MACHINES AS MUCH AS THEIR APPEARANCEv !S WELL AS MAKING THEM LOOK GOOD *APANESE -AC USERS LIKE TO HOLD ON TO THEIR MACHINES 5NLIKE THEIR 53 COUNTERPARTS THEY





DONT TRADE IN THEIR COMPUTERS EVERY COUPLE OF YEARS 2ATHER THEY UPGRADE THEM WITH NEWER COMPONENTS AND FASTER CHIPS 3ONNET 4ECHNOLOGIES HTTPWWWSONNETTECHCOMDEFAULTHTML AN ACCELERATOR MANUFACTURER SELLS ABOUT TWO DOZEN DIFFERENT UPGRADES FOR SCORES OF MACHINES DATING BACK MORE THAN A DECADE )N THE 53 THE COMPANYS MOST POPULAR PRODUCT IS AN UPGRADE FOR THE FIRST GENERATION I-AC WHICH IS ONLY A FEW YEARS OLD "UT IN *APAN THE COMPANYS SECOND BIGGEST MARKET OUTSIDE THE 53 3ONNET STILL SELLS A LOT OF UPGRADES FOR THE -AC #LASSICS THE ,# LINE AND OTHER DINOSAURS h)TS FUNNY )TS TOTALLY DIFFERENT HERE v SAID 6ICKI "URKHARD 3ONNETS VICE PRESIDENT OF INTERNATIONAL SALES h-OST OF THESE PRODUCTS ARE SOLD IN *APAN (ARDLY ANY ARE SOLD IN THE 5NITED 3TATES 7E SELL MAYBE  A MONTH *APANESE PEOPLE HAVE TO TAKE THEIR COMPUTERS APART AND PLAY WITH THE INSIDES )TS PART OF THE HOBBYv 3ONNET WILL QUERY MAILING LISTS FOR PARTICULAR MACHINES TO SEE IF THERES ENOUGH INTEREST TO JUSTIFY MAKING A PARTICULAR ACCELERATOR %VEN A MODEST RESPONSE SUCH AS A FEW HUNDRED DEDICATED USERS IS USUALLY ENOUGH FOR 3ONNET TO RELEASE A PRODUCT 4HERE ARE DOZENS OF CLUBS DEVOTED TO UPGRADING THESE OLDER MACHINES &OR EXAMPLE THERE IS THE #LUB FOR #REATING THE 3TRONGEST #OLOR #LASSIC SEE #HAPTER  h!NTIQUE -ACSv THE 3TRONGEST  /WNERS #LUB HTTPTHEPOSTO AND THE 0OWER"OOK  &AN #LUB HTTPWWWPOWERBOOKORGPB  ! LOT OF THESE CLUBS ARE COMPETITIVE MEMBERS PLAYFULLY VIE TO SEE WHO CAN CREATE THE hSTRONGESTvˆOR MOST POWERFULˆMODEL OF A CERTAIN MACHINE THROUGH UPGRADES AND HARDWARE MODIFICATIONS 4HE 3TRONGEST  /WNERS #LUB IS ONE OF THE MOST SINGULAR OF THESE CLUBS )T BOASTS AN INCREDIBLE   MEMBERS 4HE 0OWER -AC  WAS ONE OF THE FIRST 0OWER -ACS AN ENTRY LEVEL  -(Z MACHINE INTRODUCED IN  )T DID HOWEVER HAVE A SLIM hPIZZA BOXv CASE WHICH MAKES IT ATTRACTIVE TO *APANESE USERS WHO ARE OBSESSED WITH DIMINUTIVE COMPUTERS -EMBERS OF THE 3TRONGEST  /WNERS #LUB HAVE FIGURED OUT HOW TO IMPROVE THE COOLING SYSTEM INSTALL BETTER VIDEO CARDS AND UPGRADE THE PROCESSOR WITH FAST ' AND ' CHIPS /NE FANATIC UPGRADED HIS  TO A ' AND PAINTED IT SILVER HTTPWWW SUCCESSCOJPSEAL  h4HE PROPORTION OF THESE MANIACS IS HIGHER THAN THOSE IN THE 53 v SAID WRITER (IROO 9AMAGATA h"UT THERES A GOOD AMOUNT OF HUMOR IN ALL THIS )TS JUST TO SEE HOW FAR THEY COULD PUSH THE

THING 4HE  CLUB IS TO AN EXTENT A HALF JOKE HALF SERIOUS PROJECT )TS FUN TRYING TO FIGURE OUT HOW TO EXTRACT THE MAXI MUM AMOUNT OF LIFE OUT OF A MACHINEv

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/-Ê 19 Ê 4HE *APANESE LOVE TO CONSUME AS MUCH AS !MERICANS BUT THEYRE NOT AS KEEN ON DISPOSING OF OBSOLETE -ACS 4HEY LOVE THEIR -ACS AND SOME PEOPLE JUST KEEP UPGRADING OLD ONES 2EALLY OLD ONES 4HE *APANESE HAVE A DEEP AND ABIDING LOVE FOR WELL MADE OBJECTS )F SOMETHING IS WELL MADE IT WILL BE TAKEN CARE OF UNTIL IT WEARS OUT 4AKING THIS PRINCIPLE TO THE EXTREME .ONKI A  YEAR OLD SOLDIER HAS GONE TO GREAT LENGTHS TO KEEP HIS BELOVED 0OWER"OOK C CONTEMPORARY EVEN THOUGH ITS WOE FULLY OBSOLETE ,AUNCHED IN  THE 0OWER"OOK C WAS SOLD ONLY IN *APAN )T CAME WITH A  -(Z PROCESSOR -" OF 2!- AND A -" HARD DRIVE "Y TODAYS STANDARDS THE MACHINE IS PAINFULLY SLOW AND TOO LIMITED TO DO ANYTHING USEFUL (OWEVER THANKS TO COUNTLESS HOURS OF TINKERING AND ABOUT   IN UPGRADE PARTS .ONKIS MACHINE IS ALMOST AS SERVICEABLE AS A MODERN LAPTOP .ONKI HAS UPGRADED HIS MACHINE WITH A  -(Z CHIP -" OF 2!- AND A WHOPPING '" HARD DRIVE (E HAS A WIRE LESS MODEM IN THE 0# #ARD SLOT THAT PROVIDES ALWAYS ON FAST )NTERNET ACCESS FOR  A MONTH h4HIS IS THE FIRST COMPUTER ) OWNED AND IT IS STILL MY MAIN MACHINE v HE SAID THROUGH A TRANSLATOR h)VE BEEN USING IT FOR SEVEN YEARS NOWv .ONKI BELONGS TO THE "LACK"IRD #LUB A GROUP OF ABOUT  FANS OF THE 0OWER"OOK C AND THE 0OWER"OOK  THE !MERICAN EQUIVALENT 0OLITE AND SHY .ONKI DECLINED TO GIVE HIS FULL NAME JUST HIS NICKNAME (E WAS HOWEVER VERY KEEN TO SHOW OFF THE INNARDS OF HIS MACHINE &IDDLING FURIOUSLY HE DROPPED SOME OF THE DELICATE COMPONENTS ON THE FLOOR (E WAS URGED NOT TO GO TO THE TROUBLE BUT THE INTERPRETER SAID IT DIDNT MATTER TO HIM HE LIKED TAKING IT APART 4HE HARD DRIVEˆA MODERN )"- DRIVEˆHAD A SPECIAL CIRCUIT BOARD STRAPPED TO IT TO CONVERT THE )$% INTERFACE TO !PPLES OLD STANDARD 3#3) .ONKI ALSO SHOWED HOW HE HAD REPLACED THE ,#$ AND A BUNCH OF OTHER PARTS (E HAS ANOTHER MACHINE JUST FOR



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PARTS HE SAID (E HAS DECORATED THE SIDES OF THE MACHINE WITH STRIPS OF DECORATIVE RED AND WHITE CHECKERED PAPER

LIKED ITS SMOOTH BLACK CURVES "UT THE MACHINE WAS EXPENSIVE   WHICH PUT OFF A LOT OF *APANESE BUYERS

4HE BIGGEST PROBLEM .ONKI FACES IS THE MACHINES LIMITED BAT TERY LIFE )TS IMPOSSIBLE TO GET GOOD BATTERIES FOR THE C THESE DAYS SO HE HAS RIGGED UP AN EXTERNAL BATTERY PACK 4HE HOME MADE PACK HAS A DOZEN RECHARGEABLE !! BATTERIES STRUNG IN TWO LINES INSIDE A TRANSPARENT PLASTIC TUBE 4HE PACK HANGS BELOW THE COMPUTER IN A RED CLOTH SLEEVE SEWED BY HIS MOTHER 4HE CLOTH SLING SLIDES OVER AND AROUND THE KEYBOARD AND THE BATTERY ATTACHES BY A PAIR OF WIRES TO THE !# POWER JACK IN THE BACK4HE WIRES ARE HELD IN PLACE BY SCOTCH TAPE %VEN WITH THIS ELABORATE SETUP BATTERY LIFE IS STILL ONLY ABOUT AN HOURˆTWO IF HES LUCKY

3INCE THEN THE  HAS BECOME A HOT TICKET 5SED MACHINES IF THEY CAN BE FOUND GO FOR MORE THAN   %VEN BROKEN MACHINES COMMAND MORE THAN  )N THE 53 THEY SELL FOR ABOUT  TO  &ANS GO TO GREAT LENGTHS TO UPGRADE THEIR MACHINES WITH MORE MEMORY AND NEWER PROCESSORS 4HEY ALSO SPEND A SMALL FORTUNE DECORATING THEIR LAPTOPS WITH COLORED OR TRANSPARENT CASES OR CUSTOM 9UZEN DESIGNS FOUND AT HTTP MEMBERNIFTYNEJPCRYSTALPROFILEHTML A STYLE USED IN TRADI TIONAL *APANESE KIMONOS

7HY DOESNT HE JUST GET A NEW COMPUTER h) LIKE THE BEAUTY OF IT AND THE FUNCTIONALITY v HE SAID SMILING KNOWING HE SOUNDED SLIGHTLY CRAZY h) LIKE THE SLOPE OF THE KEYBOARDˆITS ERGONOMICˆ AND THE SPEAKERS ON THE TOP OF THE SCREENv "ESIDES HES WAITING FOR A PORTABLE WITH A REALLY BIG SCREENˆAT LEAST  OR  INCHES A WISH 3TEVE *OBS GRANTED IN  WITH THE WORLDS FIRST WIDE SCREEN NOTEBOOK ˆ A 0OWER"OOK WITH A  INCH SCREEN

/ Ê1 9 Ê 6"/" Ê/"Ê / Ê*"7 , ""ÊÓ{ää !N OLD !PPLE LAPTOP THAT DIDNT SELL WELL WHEN IT WAS RELEASED IN *APAN A FEW YEARS AGO HAS SUBSEQUENTLY ACHIEVED CULT STATUS WITH FANS PAYING UP TO   TO UPGRADE AND DECORATE THEIR AGING MACHINES ,AUNCHED IN  THE 0OWER"OOK  WAS A SMALL LIGHT SUBNOTEBOOK DESIGNED ESPECIALLY FOR THE *APANESE MARKET ALTHOUGH IT WAS LATER ALSO SOLD IN THE 53 !T THE TIME THE  WAS PRAISED FOR ITS POWER SIZE AND GOOD LOOKS )T WAS SMALLˆIT WEIGHED ONLY  LBˆBUT PERFORMED LIKE LARGER FULL SIZED LAPTOPS WEIGHING TWICE AS MUCH !ND IT LOOKED GOOD FANS

h4HE  PEOPLE ARE CRAZY v SAID .OBUYUKI (AYASHI A FREELANCE WRITER FOR *APANESE -AC MAGAZINES h*APANESE PEOPLE TEND TO EXTEND THE LIFE OF THEIR MACHINES BECAUSE THEY LOVE THEM SO MUCH )NSTEAD OF BUYING A NEW MACHINE THEY WANT TO EXTEND THE LIFE OF THEIR OLD MACHINE !ND PEOPLE SPEND THOUSANDS OF DOLLARS TO MODIFY THEIR MACHINESv $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 DESIGN HE CREATED AN ENTIRE 7EB SITE ABOUT THE hBOTTOM OF THE MACHINEv )T WAS -IZUTANIS CONTENTION THAT THE  WAS MORE BEAUTIFUL BECAUSE ITS ENTIRE CASE HAD BEEN CAREFULLY DESIGNED NOT JUST THE PARTS THAT MOST PEOPLE SEE 4O PROVE HIS POINT HE CREATED A 7EB PAGE WITH PICTURES OF THE UNDERSIDE OF THE  WHICH HE COMPARED TO THE UNDERSIDES OF ABOUT  OTHER LAP TOPS IN PARTICULAR 7INDOWS MACHINES HTTPWWWPOWERBOOK ORGURAADULTHTML  h(E WAS TRYING TO PROVE THE !PPLE WAS MORE BEAUTIFUL BECAUSE IT USED LESS SCREWS AND STICKERS AND PANELS v (AYASHI SAID 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 GROUP PICTURE 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 -AC USER GROUP PEOPLE WILL SPEND UP TO   TO CUSTOMIZE THEIR MACHINES "OISVERT SAID TRANSPARENT CASES ARE A POPULAR OPTION %ACH PART HAS TO BE MADE INDIVIDUALLY OFTEN BY DENTURE MANUFACTURERS WHO HAVE EXPERTISE IN CREATING CUSTOM MOLDED TRANSPARENT PLASTICS h4HEYLL SPEND   ON SEE THROUGH KEYBOARDS BATTERY COVERS LIDS OR OTHER PARTS v HE SAID h! LOT OF PEOPLE DO IT ONE PIECE AT A TIME )T CAN ADD UP TO   EASYv 4O SAVE MONEY GROUPS OF  OR SO 0OWER"OOK OWNERS WILL BAND TOGETHER TO GET VOLUME DISCOUNTS

-AC MADE FOR *APANESE PEOPLE 4HEY WENT CRAZY FOR IT 4HEY STARTED THE CULTURE OF TUNING UP THEIR MACHINES AND DECORATING THEIR MACHINESv


<" ! TRADITIONAL KIMONO MAKER LIVING IN *APANS ANCIENT CITY OF +YOTO RUNS A SIDELINE BUSINESS PAINTING 0OWER"OOKS WITH INTRI CATE KIMONO DESIGNS 9UHO (AYASHI IS A MASTER CRAFTSMAN AN EXPERT OF THE 9UZEN STYLE OF KIMONO DESIGN A TECHNIQUE OF DYE ING AND PAINTING SILK DATING FROM THE TH CENTURY

(AYASHI SAID *APANESE FANS LIKE THE  BECAUSE IT WAS DESIGNED FOR THEM h)T HAS A SPECIAL PLACE IN THEIR HEARTS v HE SAID

(AYASHI A FAVORITE WITH -AC OWNERS WHO WANT TO CUSTOMIZE THEIR MACHINES WILL PAINT A TRADITIONAL9UZEN DESIGN ON THE LID OF A 0OWER"OOK FOR ABOUT  (E USES REAL GOLD DUST SUSPENDED IN PAINT GOLD LEAF AND LITTLE STRIPS OF DECORATIVE PAPER LACQUERED ONTO THE LID 4O DRUM UP BUSINESS (AYASHI HAS EXHIBITED AT -ACWORLD 4OKYO AND HES DONE A ROARING TRADE DOZENS OF EXAMPLES OF HIS WORK CAN BE FOUND ON HIS 7EB SITE

/NE OF THE REASONS THE  HAS CONTINUED TO BE POPULAR IS THE LACK OF A REPLACEMENT 5NTIL THE SMALL WHITE DUAL 53" I"OOK CAME ALONG MANY  OWNERS COULDNT FIND AN !PPLE MACHINE SMALL ENOUGH FOR THEIR TASTES %VEN THE EARLY hTOILET SEATv I"OOK WAS TOO BIG FOR *APANESE USERS

)TS RARE FOR THE  YEAR OLD KIMONO MAKER TO WORK ON 7INDOWS 0#SˆTHERE JUST ISNT THE INTEREST "UT HE HAS DECORATED A LOT OF 0ALM AND 3HARP ORGANIZERS CELL PHONES AND OCCASIONALLY A 0LAY3TATION GAME CONSOLE (E CHARGES ABOUT  TO PAINT THE LID OF A 0ALM

4HE  WAS THE IDEA OF FORMER !PPLE #%/ 'IL !MELIO WHO REALIZING THAT *APAN WAS THE SECOND BIGGEST MARKET FOR !PPLE DISPATCHED A TEAM OF ENGINEERS TO *APAN TO DEVELOP SOMETHING SPECIAL !FTER RIDING ON 4OKYOS CROWDED COMMUTER TRAINS EVERY DAY THEY CAME UP WITH THE SMALL LIGHTWEIGHT MACHINE h)T DIDNT SELL WELL BECAUSE IT WAS EXPENSIVE v (AYASHI SAID hBUT PEOPLE WHO BOUGHT ONE ARE CRAZY FOR ITv

(AYASHIS CUSTOMIZATIONS ARE JUST ONE OF THE MANY WAYS *APANESE -AC USERS LIKE TO DECORATE THEIR MACHINESˆCUSTOM IZATIONS RANGE FROM PAINTING THE LIDS OF LAPTOPS TO REPLACING THE ENTIRE SHELL WITH CUSTOM MADE TRANSPARENT PLASTIC4HE *APANESE WORD FOR IT IS KAIZO WHICH MEANS hMODIFYING v hUPGRADING v OR hREMODELINGv ! THRIVING MARKET EXISTS IN *APAN FOR AFTER MARKET KAIZO MODS -ANY -AC COMPUTER STORES SELL ITEMS LIKE THIN METAL SKINS FOR REUPHOLSTERING A 0OWER"OOKS COVER WITH FUNKY ZEBRA STRIPES OR AUSTERE BRUSHED ALUMINUM

h4HE 0OWER"OOK  WAS THE TURNING POINT FOR *APANESE -AC 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 LAB4HE 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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7HO BUT A JEWELRY DESIGNER COULD HAVE CREATED A COMPUTER PERIPHERAL THAT APPEARS TO BE ALMOST USELESS BUT BECAME A HIT BASED ON ITS GOOD LOOKS 4AKAHIKO 3UZUKI A JEWELRY DESIGNER FROM THE INDUSTRIAL CITY OF .AGANO *APAN DESIGNED THE 0OWER-ATE A VOLUME CONTROL FOR COMPUTERS 4HE 0OWER-ATE IS SOLD BY 'RIFFIN 4ECHNOLOGY A COMPANY BASED IN .ASHVILLE 4ENNESSEE FOR ABOUT  WHICH SOUNDS LIKE A LOT FOR A SIMPLE VOLUME CONTROL "UT PEOPLE ARE SNAPPING IT UP )N THE FIRST THREE MONTHS   0OWER-ATES WERE SOLD !T FIRST 'RIFFIN COULDNT MAKE ENOUGH TO KEEP UP WITH DEMAND THE COMPANY SAID -ADE OF BRUSHED ALUMINUM THE 0OWER-ATE LOOKS LIKE A LARGE VOLUME KNOB FROM A REGULAR STEREO BUT IT SITS ON A DESKTOP INSTEAD 4HE SILVER METAL KNOB ATTACHES TO A 53" PORT OF ANY -AC OR 7INDOWS 0# 4URNING IT ADJUSTS THE COMPUTERS VOLUME TAPPING IT PAUSES OR PLAYS THE MUSIC !ROUND THE KNOBS BASE IS A RING OF TRANSPARENT PLASTIC THAT GLOWS BLUE 4HE LIGHT DIMS OR BRIGHTENS AS THE VOLUME IS ADJUSTED 7HEN THE COMPUTER IS IDLE THE LIGHT PULSES )TS THE LIGHT AT THE BASE THAT ATTRACTS PEOPLE A STROKE OF GENIUS SUGGESTED BY 3UZUKIS WIFE .AOKO A 7EB AND GRAPHICS DESIGNER )N FACT IT WAS HIS WIFES CONSTANT REQUESTS FOR HIM TO TURN DOWN THE MUSIC ON HIS COMPUTER THAT LED 3UZUKI TO DESIGN THE 0OWER-ATE h4OUCHING THE BUTTONS ON A COMPUTER DOES NOT AGREE WITH ME VERY WELL v 3UZUKI SAID 4HANKS TO CLEVER SOFTWARE THE 0OWER-ATE IS MUCH MORE THAN JUST A VOLUME CONTROL )T IS ACTUALLY A UNIVERSAL CONTROLLER CAPA BLE OF PERFORMING ANY COMMAND THAT HAS A KEYBOARD EQUIVALENT SUCH AS #ONTROL 3 FOR 3AVE )T CAN BE USED TO CLOSE AND OPEN WINDOWS FORWARD OR REWIND AUDIO SCROLL UP AND DOWN PAGES OR SCAN THROUGH MOVIE FILES )T CAN BE CLICKED TO FOLLOW A HYPER TEXT LINK OR DOUBLE CLICKED TO LAUNCH AN APPLICATION )T CAN EVEN 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

&OR EXAMPLE VIDEO EDITORS USE IT AS A JOG WHEEL FOR EDITING VIDEO AND DIGITAL ARTISTS USE IT TO CHANGE THE SIZE OF BRUSHES IN APPLICATIONS SUCH AS 0HOTOSHOP 0AUL 'RIFFIN THE COMPANYS FOUNDER SAID INITIAL SALES WERE SLOW BUT GREW EXPONENTIALLY ON WORD OF MOUTH h0EOPLE SEE IT ON SOMEONES DESK GLOWING AND PULSING AND THEYVE GOT TO KNOW WHAT IT IS v HE SAID h7E GET PEOPLE SAYING @)TS INCREDIBLY USE LESS ) USE IT EVERY DAYv 'RIFFIN SAID HE DECIDED TO MARKET 3UZUKIS DESIGN AFTER SEEING A PROTOTYPE IN 3AN &RANCISCO h) COULDNT TAKE MY EYES OFF IT v 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 BEAUTIFULv 3UZUKI WHO MAKES A LINE OF TECHNO JEWELRY AND RUNS A THREE PERSON DESIGN COMPANY CALLED 0RO TECH $ESIGN SAID THE PRODUCT IS MADE IN THE TRADITION OF HIS HOME CITY .AGANO &AMOUS FOR THE  7INTER /LYMPICS .AGANO BECAME A CEN TER FOR PRECISION ENGINEERING AFTER 7ORLD 7AR )) SPECIALIZING IN WATCHES CAMERAS AND COMPUTER COMPONENTS 3EIKO AND %PSON ARE BASED THERE h)TS NOT LIKE A PLASTIC GADGET v 3UZUKI SAID h9OU CAN THROW IT AGAINST A WALL )TS STRONG 9OU CAN USE IT FOR TEN YEARS )T WILL LASTv 3UZUKI WHO HAS LONG HAIR AND FIDGETS A LOT SAID HE IS GETTING INTO MOBILE PHONES (ES DESIGNED A CELL PHONE CLIP THAT WILL ATTACH PHONES TO MOST SURFACES HE SAID (E HOPES TO LICENSE IT TO A BIG MANUFACTURER LIKE 3ONY %RICSSON 3UZUKI SAID HE IS INTERESTED IN UNIVERSAL DESIGNˆPRODUCTS THAT ARE SO SIMPLE THEY CAN BE USED BY ANYONE WITHOUT SPECIAL TRAINING OR EVEN INSTRUCTIONS 4O ILLUSTRATE HE PULLED OUT A SIMPLE #ASIO CALCULA TOR THAT HE CARRIES AROUND 4HE CALCULATOR HAS TEN BUTTONS FOR THE NUMBERS AND EIGHT FOR THE BASIC ARITHMETICAL FUNCTIONS h%VERYONE CAN UNDERSTAND ;HOW TO USE IT= v HE SAID NODDING HIS HEAD VIGOROUSLY WITH SATISFACTION h7ORDS ARE NOT NECESSARYv



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4HE CONVERSION WAS DONE BY 'OSHU 4RADING WHICH CONVERTS OLD -ACS INTO MODERN MACHINESˆABOUT ONE A MONTH )TS TOO LABOR INTENSIVE TO DO ANY MORE SAID THE STORES PROPRIETOR 9ANG ,EE ALTHOUGH THERES THE DEMAND ! LOT OF THE CONVERSIONS ARE DONE AT THE CUSTOMERS BEHEST ,EE SAID h-ANY PEOPLE HAVE AN OLD -AC THAT THEY WANT UPGRADED v ,EE SAID h4HEY LIKE THE OLD -AC VERY MUCH 4HEY HAVE THE MACHINE FOR  YEARS !LL OF OUR CUSTOMERS ARE !PPLE FANSv )N ONE CORNER OF THE STORE IS A -ACINTOSH + THE SECOND VER SION OF THE -ACINTOSH WHICH WAS AN ALL IN ONE MACHINE FROM THE MID S "Y TODAYS STANDARDS THE + -AC IS SO USELESS ITS OF INTEREST ONLY TO THE MOST DEDICATED COLLECTOR IN THE 5NITED 3TATES WHO MIGHT PAY  IF THE MACHINE IS IN GOOD SHAPE AND IF THERES NO WAY TO GET IT FOR FREE "UT AT 'OSHU 4RADING THE + -ACˆBLACKENED WITH AGE AND COVERED WITH INKY FINGER PRINTSˆIS ON SALE FOR   YEN   ! -AC 0LUS ANOTHER DINOSAUR COMMANDS   YEN   )N THE 5NITED 3TATES THESE MACHINES ARE LANDFILL PEOPLE CANT GET RID OF THEM 4HE EARLY ALL IN ONE MACHINES ARE COVETED IN *APAN BECAUSE THEY CAN BE CONVERTED INTO RELATIVELY MODERN MACHINES WHILE RETAINING THEIR COMPACT SHAPE AND RETRO CHARM 4HE REST OF THE STORE IS STACKED WITH MOTH EATEN -ACS THAT SELL ANYWHERE FROM  TO   4HE STORE ALSO HAS A LINE ON .EWTONSˆTHE ORIGINAL 0$!S PIO NEERED BY !PPLE THAT NOW SEEM SO SLOW AND CLUNKY ! USED .EWTON GOES FOR   YEN    !N UNUSED ONE IS   YEN    'OSHU 4RADING STOCKS FEWER THAN TEN A BUNCH OF .EWTON ACCESSORIES AND AN E -ATE AN ANTIQUATED 0$! CUM SUBNOTEBOOK THAT HAS DISAPPEARED INTO THE MISTS OF COMPUTER HISTORY h0EOPLE CARE ABOUT -ACINTOSH v ,EE SAID h) HAVE NO 7INDOWS 0# CUSTOMERSv



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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

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,-
/<Ê - -Ê" ",Ê
** Ê )N THE OLD DAYS !PPLE USED TO BE FAMOUSLY LEAKY ABOUT FUTURE PRODUCTS "EFORE 3TEVE *OBS RETURNED AS THE COMPANYS #%/ THE PRESS AND EVERYONE ELSE OFTEN HAD A GOOD IDEA OF WHAT THE COMPANY WAS WORKING ON "UT THESE DAYS *OBS HAS MADE !PPLE OBSESSIVELY SECRETIVE 2UMORS STILL GET PRINTED OF COURSE BUT THE INFORMATION VACUUM HAS FOSTERED A STRANGE MANIFESTA TION OF WISHFUL THINKING FANS HAVE TAKEN TO DESIGNING THEIR OWN hFANTASY -ACSv ,IKE FANTASY BASEBALL TEAMS THESE IMAGINARY PRODUCTS ARE THE KINDS OF THINGS -AC FANS WOULD LIKE TO SEE FROM THE COMPANY 4HEY RANGE FROM FLAT SCREEN I-ACS TO HANDHELDS AND 7EB PADS AND THEY ARE MOCKED UP IN GLORIOUS PHOTOGRAPHIC DETAIL &ANTASY -ACS ARE POSTED TO THE .ET FOR OTHERS TO OOH AND AAH OVER 3TRANGELY THEIR FANCIFUL HARDWARE SPECIFICATIONS WILL SOMETIMES SPARK HEATED CHAT ROOM DEBATESˆEVEN THOUGH THEY DONT AND PROBABLY NEVER WILL EXIST )N *ANUARY  !PPLE DISAPPOINTED FANS WITH A NEW LINE OF 0OWER -ACS 3URE EVERYBODY LIKED THE DUAL  '(Z PROCES SORS BUT A LOT OF -AC FANATICS WERE ALSO HOPING !PPLE WOULD

CONTINUE ITS TRADITION OF MAKING COMPUTERS THAT SHOWCASE CUTTING EDGE DESIGN 3ADLY THE NEW MACHINES LOOKED JUST LIKE THE PREVIOUS GENERATION OF SILVER AND GRAY 0OWER -ACS 'IVEN THE NEW SPACE AGE FLAT SCREEN I-AC FANS WERE HOPING THE NEW 0OWER -ACS WOULD HAVE THE KIND OF STRIKING ULTRAMODERN ENCLOSURE THAT MAKES THE COVERS OF MAGAZINES )N THE WEEKS BEFORE THE MACHINES DEBUTˆTHE NEW 0OWER -AC WAS WIDELY EXPECTEDˆ-AC FANS WERE BUSY COOKING UP GOR GEOUS RENDERINGS OF THE MACHINE BASED ON WHAT THEY HOPED THE NEW COMPUTER WOULD LOOK LIKE $OZENS OF PHOTO REALISTIC CONCOCTIONS OF THE NEW MACHINE AND ITS SUCCESSOR A NEXT GENERATION MACHINE COMMONLY REFERRED TO AS THE h' v WERE POSTED TO -AC RELATED MESSAGE FORUMS ALL OVER THE 7EBˆTO BE PRAISED AND PICKED OVER 4HE BUZZ SURROUNDING THESE hMOCK UP -ACSv HIGHLIGHTS THE RAPIDLY GROWING CULTURE OF DESIGNING FANTASY -ACINTOSHES A PASTIME THAT CONSUMES DOZENS PERHAPS HUNDREDS OF WOULD BE !PPLE DESIGNERS AND THOUSANDS OF ARMCHAIR CRITICS 4HERE ARE SCORES OF MESSAGE FORUMS DEVOTED TO THE DISCUSSION OF MOCK UP -ACS INCLUDING THOSE AT !PPLE)NSIDER -AC!DDICT



-AC#ENTRAL -AC.. AND -AC /3 2UMORS4HERE IS ALSO A HAND FUL OF 7EB SITES THAT ARCHIVE MOCK UP -ACS SITES LIKE $AVID 6INCENTS 4HE !PPLE #OLLECTION AND "ENJAMIN 6AN 0ARYS !PPLE -OCK UPS WHICH BETWEEN THEM HAVE COLLECTED HUNDREDS OF FANTASTIC AND OUTRAGEOUS DESIGNS FOR NEW I-ACS 0OWER"OOKS I0ODS 7EB PADS AND 0$!S h) LIKE THE WAY THEY ARE SO IMAGI NATIVE INNOVATIVE ORIGINAL AND AT THE SAME TIME REALISTIC v EXPLAINED 6AN 0ARYS WHO LIVES IN "RUSSELS "ELGIUM &ANTASY -ACS RANGE FROM FLAT SCREEN I-ACS TO COMMUNICATOR WATCHES 4HEY ARE MOCKED UP IN GLORIOUS PHOTOGRAPHIC DETAIL USING $ SOFTWARE 0HOTOSHOP AND )LLUSTRATOR 4HE BEST ARE SO REALISTIC THEY COULD BE PHOTOGRAPHS OF REAL MACHINES 4HE DESIGNS RANGE FROM PARODY LIKE A COMPUTERCOOKING UTENSIL CALLED THE I7OK TO THE UNCANNILY PROPHETIC SUCH AS 6INCENT *EUNEJEANS SKETCH OF AN OUTRÏ MACHINE THAT PRECEDED THE FLAT SCREEN I-ACS UNVEILING BY SEVEN MONTHS )N BETWEEN THERE ARE SCORES OF DESIGNS FROM AMATEUR AND PROFESSIONAL DESIGN ERS SOME OF WHOM WISH IN SOME SECRET PART OF THEIR SOUL THAT !PPLE WILL SEE THEIR IMAGININGS AND SUMMON THEM TO A DREAM JOB IN #UPERTINO

-ANY FANTASY -ACS ARE CREATED IN THE PRELUDE TO A MAJOR PROD UCT ANNOUNCEMENT FROM !PPLE &UELED BY TIDBITS OF INFORMATION FROM -AC RUMOR SITES FANTASY -AC DESIGNERS LET THEIR IMAGINA TIONS RUN WILD !T THE DISCUSSION FORUMS AT 'EEK #ULTURE FOR EXAMPLE AN ENTIRE THREAD DEVOTED TO A MOCK UP 0OWER -AC BY 2OBERT %MSLIE A DIGITAL ARTIST FROM &RANCE RAN TO DOZENS OF EXCITED POSTS 4HE SLEEK SILVERY MACHINE WHICH %MSLIE CALLED THE h0OWER3LAB ' v LOOKS LIKE A CROSS BETWEEN !PPLES TOWER SHAPED 0OWER -ACS AND THE DISCONTINUED #UBE 3PORTING EVERYTHING FROM MULTIPLE PROCESSORS TO "LUETOOTH IT IS A TECHNO FETISHISTS FANTASY !N INFO GRAPHIC AT THE TOP OF THE THREAD READ h7ARNING    SLIPPERY WITH DROOL
v h,OVELY DESIGN v SAID ONE POST AMONG THE MANY COMMENTING ON THE MOCK UP IN INTIMATE DETAIL 4HE COMMENTS ARE GENERALLY RESPECTFUL BUT SOMETIMES A MACHINES FANCIFUL SPECIFICATIONS WILL SPARK HEATED DEBATE EVEN THOUGH THE MACHINES DONT AND PROBABLY NEVER WILL EXIST h(OPEFULLY A DESIGN OF YOURS STARTS A CONSIDERABLE FLURRY OF COMMENT v SAID -ATT 7EED A GRAPHIC DESIGNER FROM #OLORADO 3PRINGS #OLORADO WHO HAS CREATED 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 -AC RUMOR SITES AND OCCASIONALLY THE TECHNOLOGY PRESS HAVE REPORTED MOCK UP -ACS AS LEAKS FROM INSIDE !PPLES DESIGN HEADQUARTERS )N THE DAYS LEADING UP TO THE *ANUARY  -ACWORLD IN 3AN &RANCISCO 'ERMAN 7EB SITE 3PYMAC RECEIVED A LOT OF ATTENTION FOR A VIDEO OF WHAT PURPORTED TO BE AN !PPLE 0$! CALLED THE I7ALK h4HE I7ALK APPEARED TO BE REAL v SAID 0AUL +UNKEL WHO HAS WRIT TEN BOOKS ON !PPLES AND 3ONYS DESIGN DEPARTMENTS hSO REAL THAT IT SPARKED DAYS OF ANXIOUS DISCUSSION ON THE 9AHOO AND 2AGING "ULL INVESTOR CHAT BOARDSv (OWEVER IT APPEARS THE I7ALK VIDEO WAS AN ELABORATE HOAX 4HE 3PYMAC SITE NOW CLAIMS TO BE AS SKEPTICAL OF THE VIDEO AS EVERYONE ELSE HAVING POSTED IT FOR A THIRD PARTY "UT 3PYMAC DOESNT HAVE A VERY GOOD REPUTATIONˆLAST *ULY THE SITE POSTED A CLEVER $ MOCK UP OF A SIMILAR DEVICE 3PYMAC DIDNT RESPOND TO REQUESTS FOR COMMENT 'AVIN 2OBB A  YEAR OLD HIGH SCHOOL STUDENT ALSO FOOLED A LOT OF PEOPLE LAST *ULY WITH A REALISTIC $ MOCK UP OF A GLOBE SHAPED ' HE CALLED THE ' 3PHERE -ADE WITH #ORELS "RYCE $ SOFTWARE THE SPOOF ALSO ATTRACTED !PPLES LAWYERS WHO ASKED HIM TO PULL IT OFF THE 7EB h) WANTED TO SEE IF ANYONE WOULD BELIEVE SUCH A THING EXISTED v 2OBB SAID h(ENCE THE REALISMv

-OST MOCK UP -ACS ARE CREATED FOR FUN 4HEY SPOOF !PPLE OBSESSED BY DESIGN AND SECRECY AND AT THE SAME TIME HONOR THE COMPANY h4HIS IS WHAT ) WOULD DO IF ) HAD 3TEVE *OBS EAR v SAID 0AUL 3CATES  A GRAPHIC ARTIST FROM 3AN $IEGO WHO HAS MADE A NUMBER OF NICE MOCK UPS OF FLAT SCREEN I-ACS AND OTHER MACHINES (OWEVER 3CATES SAID HE HAS NO AMBITION TO WORK IN !PPLES DESIGN DEPARTMENT h)TS NOT SOMETHING ) WAKE UP THINKING ABOUT v HE SAID h) WOULD LIKE TO WORK IN THEIR MARKETING DEPARTMENT ) THINK THEY NEED SOME HELP WITH THATv 4HE !PPLE #OLLECTIONS $AVID 6INCENT SAID A LOT OF MOCK UP DESIGNERS ARE MERELY EXPERIMENTING WITH $ DESIGN TOOLS )TS EASIER TO CREATE A COMPUTER THAN A CAR OR A CATHEDRAL /N THE OTHER HAND 6INCENT SAID SOME AMATEUR DESIGNERS MAY HAVE LANDED JOBS WITH THE HELP OF THEIR MOCK UPS h4HE WORK THEY DO IS INCREDIBLE v HE SAID h)F YOU MAKE A GOOD PICTURE YOU ARE SURE A LOT OF PEOPLE WILL SEE YOUR PICTURE AND YOUR NAME WILL GO AROUNDv )TS IMPORTANT TO NOTE THAT NONE OF THE AMATEURS HAVE PRODUCED ANYTHING AS ORIGINAL AS !PPLES OWN DESIGN DEPARTMENT 4HE NEW SPACE AGE FLAT SCREEN I-AC IS A RADICAL DEPARTURE FROM ANYTHING ANYONE EXPECTED WITH THE POSSIBLE EXCEPTION OF 6INCENT *EUNEJEANS SKETCH h7HATS FUNNY IS THAT IN ALL MY MOCK UPS DISCUSSIONS DEBATES THOUGHTS AND DREAMS ABOUT A NEW 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

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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 FAMOUSLY ASSOCIATED WITH !PPLE AFTER HELPING TO DESIGN VARIOUS EARLY -ACINTOSHES SAID A LOT OF MOCK UPS ARE EMAILED AROUND THE OFFICE AND A LOT OF OTHER DESIGN OFFICES AROUND THE WORLD 4HE MOST POPULAR ARE THE HUMOROUS ONES (E RECALLED THE FIRST MOCK UP HE SAW A CANDY COLORED SEX TOY CALLED THE I"RATOR )MBODEN SAID A LOT OF THINGS DRIVE AMATEUR COMPUTER DESIGNERS A SURGE OF INTEREST IN DESIGN GREATER ACCESS TO SOPHISTICATED DESIGN SOFTWARE AND OF COURSE INSPIRATION FROM !PPLE h!PPLE IS RUN BY DESIGNERS AND CREATIVES AND SOLD TO DESIGNERS AND CREATIVES WHO HAVE THE ABILITY TO EXPRESS THEIR DEVOTION TO THE BRAND v HE SAID h9OURE SITTING THERE AT A COMPUTER BEING CREATIVE WHY NOT CREATE A COMPUTERv )MBODEN SAID MOCK UP CULTURE FEEDS ON ITSELF -OCK UPS MAY START AS WISHFUL THINKING LEADING UP TO A PRODUCT ANNOUNCEMENT BUT THEY FEED A SELF SUSTAINING CULTURE LIKE GAMERS WHO MAKE LEVELS FOR $OOM OR 1UAKE h7HY DESIGN IN A VACUUM WHEN YOU CAN DESIGN AND GET A RESPONSEv )MBODEN SAID h'OOD OR BAD YOURE PART OF A COMMUNITYv )MBODEN SAID HE IS SKEPTICAL ABOUT WHETHER !PPLES DESIGN DEPARTMENT PAYS MUCH ATTENTION TO THE AMATEURS (OWEVER !PPLE IS AN ATTENTIVE COMPANY THAT LISTENS TO ITS CUSTOMERS AND MOCK UPS ARE A FORM OF VISUAL FEEDBACK THAT MAY INFLUENCE FUTURE PRODUCTS h) CANT THINK OF ANOTHER BRAND THAT INSPIRES A SIMILAR CULTUREˆAT LEAST NOT ONE THAT HONORS THE COMPANY v

)MBODEN SAID h4HERES PLENTY OF PEOPLE OUT THERE WHO DESIGN FAKE .IKES BUT THATS TO TURN A BUCKv !UTHOR 0AUL +UNKEL SAID MANY PRODUCT BASED SUBCULTURES REVOLVE AROUND A CORE GROUP OF ENTHUSIASTS WHO DESIGN THEIR OWN EQUIPMENT h3KATEBOARDERS AND SNOWBOARDERS OFTEN CUS TOMIZE THEIR GEAR TO MAKE IT AS GNARLY AS POSSIBLE 3NOWBOARD MANUFACTURERS LIKE "URTON OBSERVE THESE TRENDS AND RESPOND WITH THEIR OWN GNARLY DESIGNS v HE SAID IN AN EMAIL h(UNDREDS OF WANNA BE CAR DESIGNERS POST THEIR CREATIONS ON THE 7EB !ND THOUSANDS MORE CUSTOMIZE THEIR CARS IN VARIOUS WAYS 4HE CUSTOM PAINT JOBS YOU SEE ON CARS AND MOTORCYCLES ALSO EXIST FOR COMPUTERS EVEN FOR THE -ACv 7ILLIAM 4RAVIS PRESIDENT OF !TTIK 53! A LARGE DESIGN FIRM THOUGHT THAT THE LEVEL IS PRETTY GOOD OVERALL BUT MANY OF THE DESIGNS ARE TOO DERIVATIVE OF !PPLE h4HERES NOT A LOT OF VARIETY v HE SAID h! LOT OF THEM HAVE BEEN DESIGNED TO FOLLOW A PRODUCT LINE 4HEY ARE FOLLOWING THE STREAM OF !PPLE HISTORY RATHER THAN CREATING SOMETHING NEWv -ARCUS #ONGE WHO TEACHES $ SOFTWARE AT THE 2OCHESTER )NSTITUTE OF4ECHNOLOGY IS DELIGHTED BY THE AMATEUR DESIGN COM MUNITY h) THINK ITS AN INCREDIBLY POSITIVE ENVIRONMENT THAT JUST KEEPS FUELING CREATIVITY v HE SAID h) THINK ITS WONDERFULv





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*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 DISTINCTIVE4ITANIUM 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 OFFˆALTHOUGH HANDLES ARE BUILT INTO THE OLDER I"OOKS %THAN )MBODEN A SENIOR DESIGNER WITH FROG DESIGN WHICH HELPED !PPLE DESIGN VARIOUS NOW VINTAGE -ACINTOSHES SAID IT WAS INCREDIBLE THAT 3ANADA HAD MANAGED TO PRECONCEIVE THE 4ITANIUM 0OWER"OOK SO CLOSELY h4HATS REALLY IMPRESSIVE v )MBODEN SAID h4O GO FROM THE BLACK ORGANIC 0OWER"OOK IN !PPLES PREVIOUS DESIGN )TS PROPHETIC AND INDEED UNCANNYv

.APOLEON COMPLEX 0HOTOGRAPHER )SAMU 3ANADA WOULD LIKE TO BE 3TEVE *OBS 3PENDING HIS SPARE TIME MAKING BEAUTIFUL MOCK UPS 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 WERE PRESENT IN !PPLES #UBE WHICH HAD BEEN RELEASED SHORTLY BEFORE THE MINIMALISM THE SILVERY GRAY COLOR THE BOXY FORM )MBODEN SAID IT WAS CLEAR 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

BY !PPLE ,UCKILY HE HAS A SENSE OF HUMOR NOTE THE SOCK 

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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

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"/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

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"/44/- 2)'(4 4OASTY 3ANADAS

DESIGNS DISPLAY AN OBVIOUS SENSE OF HUMOR

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4/0 /OH 7EEDS DESIGN FOR

AN !PPLE SUBNOTEBOOK CALLED THE I2OCKET

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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

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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

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2)'(4 $ETAIL DETAIL 7EED EVEN

CREATED CLOSE UPS OF KEY FEATURES AS WELL AS MOCK ADVERTISING FOR HIS MOCK PRODUCTS

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-ATT 7EED WAS SO OBSESSED WITH MAKING MOCK UP -ACS HE NEGLECTED HIS GRAPHIC DESIGN BUSINESS 7EED  THE PRESIDENT OF !CORN #REATIVE IN #OLORADO 3PRINGS #OLORADO SPENT WEEKS CREATING ELABORATE DESIGNS FOR FUTURE -ACINTOSHES WHILE HIS SMALL STAFF KEPT THE BUSINESS AFLOAT h/THERS WORKED ON FOR GOTTEN PAYING PROJECTS WHILE THE IMPERIOUS LEADER ME WAS HELL BENT ON CREATING DAMNED FANTASY -ACS v 7EED SAID IN AN EMAIL INTERVIEW "UT 7EEDS NEGLECT PAID OFF IN THE END (IS DESIGNS GENERATED PLENTY OF TRAFFIC FOR HIS COMPANYS 7EB SITE AND BUMPED IT UP IN )NTERNET SEARCH ENGINE RANKINGS 7EEDS THREE MOCK -ACSˆA SUBNOTEBOOK WITH A FOLDING KEYBOARD CALLED THE I2OCKET A FOLD ING I-AC  AND A TRANSLUCENT FLAT SCREEN I-ACˆHAVE ATTRACTED   VISITORS TO HIS SITE HE ESTIMATED FROM SERVER STATISTICS (IS DESIGNS HAVE ALSO BEEN FEATURED ON OTHER 7EB SITES AND REPRINTED IN -ACINTOSH MAGAZINES IN !USTRALIA AND *APAN

7EED CREATES HIS FANTASY DESIGNS USING 3TRATA $PRO A HIGH END RENDERING PROGRAM USED BY MANY PROFESSIONAL DESIGNERS h(IS MODELING IS AS GOOD AS ANYTHING THEY CREATE AT !PPLE v SAID 0AUL +UNKEL h5NFORTUNATELY HE DOESNT SEEM TO CARE ABOUT ENGINEERING OR MANUFACTURABILITYv !LTHOUGH 7EED LIKES HIS DESIGNS TO BE SEEN BY A WIDE AUDIENCE HE HASNT SENT ANYTHING TO !PPLE h)T WOULD BE OFFENSIVE TO THEM v HE SAID h4HEY HAVE A WONDERFUL INDUSTRIAL DESIGN TEAM AND THEY SURE DONT NEED MY HELPv 3OME OF THE MOST ENTHUSIASTIC -AC MOCK UP ARTISTS ARE PRECO CIOUS TEENAGERS %OBAN "INDER 'AVIN 2OBB AND -ICHAEL -ATAS ARE ALL STILL IN HIGH SCHOOL AND DESIGN -ACS IN THEIR SPARE TIME BUT TWO OF THEM ALSO RUN THEIR OWN BUSINESSES AND THE OTHER WAS HIRED BY A WELL KNOWN SOFTWARE COMPANY 4HEY EACH HAVE AT LEAST FOUR COMPUTERSˆALL -ACS OF COURSE "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 

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"/44/- 'LOBAL AMBITIONS

'AVIN 2OBBS DESIGN FOR A SPHERICAL -AC (E EVEN MOCKED UP A DETAIL OF THE MACHINES PORTS

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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 !PPLEˆWELL !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

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!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

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2OBERT %MSLIE A DIGITAL ARTIST WHO LIVES IN &RANCE AND !SIA NOTED THAT NOT ONLY AMATEURS COPY !PPLE DESIGN h3OME 0# MANUFACTURERS ARE SHAMELESSLY SELLING MOCK UP -ACS FROM #OMPAQ TO $ELL AND E-ACHINES WHICH GOT BURNED IN THE S FOR FLAT OUT COPYING THE ORIGINAL I-AC v HE SAID h-ICROSOFT MADE THEIR FORTUNE SELLING A MOCK UP OF THE -AC /3 FOR YEARSv %MSLIE  HAS BEEN WORKING ON VARIOUS MOCK UPS FOR A POR TABLE !PPLE 7EB PAD SINCE  /NE OF HIS DESIGNS WAS A WINNER IN 'EEK #ULTURES  h$ESIGN AN ,#$ I-ACv CONTEST %MSLIE WAS CONVINCED !PPLE WOULD UNVEIL SUCH A DEVICE hANY DAY NOWv h3URELY THEY HAVE SOMETHING IN THE LIKES FOR FUTURE RELEASE v HE SAID h) FOR ONE SURE HOPE SOv

%MSLIE MAY HAVE SPENT AS LONG AS  HOURS TO CREATE THE MOCK UP IN #ORELS "RYCE $ SOFTWARE (E ISNT SURE EXACTLY HOW LONG IT TOOK h! LOT OF LATE NIGHT WORK TENDS TO WARP TIME PERCEPTION A BIT v HE SAID $ESIGNING THE I0AD WAS hSIMPLY AN EXERCISE IN COPYING COOL DESIGN v HE SAID h2ENAISSANCE PAINTERS LEARNED BY COPYING THE MASTERS OF THE TIME    !PPLE LEADS THE PACK v HE GUSHED h4HEY CARE FOR GOOD DESIGN INSIDE AND OUT AS A PHILOSOPHY4HEY DARE TO INNOVATE OTHERS SIMPLY FOLLOW 7ITHOUT !PPLE TO COPY THE INDUSTRY WOULDNT KNOW WHERE TO GO h-ACINTOSH COMPUTERS AND THEIR OPERATING SYSTEM CREATE AN ATMOSPHERE THAT KINDLY INCLUDES THE USER IN AN ECOLOGY OF SORTS 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

) SEEx4HEYRE UNOBTRUSIVE DEPENDABLE NICE TO TOUCH SNAPPY PRACTICAL COMPACT WELL THOUGHT OUT LONG LIVED v HE ADDED 5P UNTIL *ANUARY  MOCK UP -ACS LOOKED INCREDIBLY FUTUR ISTIC 4HEY WERE DESIGNED IN WEIRD SHAPES AND COOL COLORS WITH FLAT SCREENS AND UNCONVENTIONAL INTERFACES "UT COMPARED TO !PPLES FLAT SCREEN I-AC MANY NOW LOOK TIMID AND DATED STRANGE ANACHRONISMS FROM A TIME WHEN PEOPLE IMAGINED FLAT SCREEN COMPUTERS TO LOOK LIKE PICTURE FRAMES WITH A #$$6$ DRIVE BOLTED ON h)N ALL MY MOCK UPS DISCUSSIONS DEBATES THOUGHTS DREAMS ET CETERA ABOUT A NEW FLAT PANEL I-AC    ) NEVER ONCE CONSIDERED A DESIGN LIKE THE NEW I-AC v SAID 0AUL 3CATES A GRAPHIC DESIGNER WHOSE MOCK UPS OF FLAT SCREEN I-ACS DREW MUCH PRAISE ON MESSAGE BOARDS h7HEN ) SAW THE NEW I-AC ) BASICALLY SMILED AND SAID @4HATS IT    ITS BEAUTIFUL 4HEY MANAGED TO KEEP THE I-AC AN ALL IN ONE

COMPUTER BUT EACH COMPONENT IS KEPT SEPARATE AND ALLOWED TO TRULY BE THE BEST THEY CAN BE THE FLAT SCREEN IS REALLY FLAT AND THE GUTS ARE ALL HOUSED HORIZONTALLY h/F COURSE IN HINDSIGHT IT TRULY IS THE MOST SIMPLE OBVIOUS SOLUTION v 3CATES SAID h"UT ) WAS LOCKED IN TO THE IDEA THAT IT TRULY HAD TO BE A ONE PIECE DESIGN LIKE THE OLD I-AC OF THE TH #ENTURY !NNIVERSARY -AC FROM SEVERAL YEARS AGO 4HE THOUGHT OF USING AN ARM NEVER OCCURRED TO MEv 3CATES SAID THE EXPERIENCE OF BEING BLINDSIDED BY !PPLE HAS PUT HIM OFF DESIGNING CONCEPT COMPUTERS h)LL BE HARD PRESSED TO TOP THIS NEW I-AC v HE SAID h) DONT THINK ) EVEN WANT TO TRY 4HERES NOTHING REALLY FOR ME TO IMAGINE FANTASIZE ABOUT OR WISH FOR BECAUSE THEYVE DONE IT FOR ME4HIS NEW I-AC DOUSED WHATEVER ) CAN DESIGN A COOL I-AC TOO FIRES ) HAD BURNING 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

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)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

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,%&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

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!PPLE COMPUTER DESIGNED BY 9U #HEN (SIEH A STUDENT AT THE 2OCHESTER )NSTITUTE OF 4ECHNOLOGY

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-OST MOCK UP -ACS ARE CREATED FOR FUN 4HEY SPOOF !PPLE OBSESSED BY DESIGN AND SECRECY AND AT THE SAME TIME HONOR THE COMPANY


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!PPLES DESIGN AESTHETIC IS SO STRONG THAT ONE COLLEGE PROFES SOR GETS HIS STUDENTS TO DESIGN NEW HARDWARE SPECIFICALLY FOR !PPLE -ARCUS #ONGE WHO TEACHES $ DESIGN AT THE 2OCHESTER )NSTITUTE OF 4ECHNOLOGY IS AN UNUSUAL INSTRUCTOR 7HILE MOST TUTORS GET THEIR STUDENTS TO DESIGN FOR BROAD PRODUCT CATEGORIES LIKE TOOTHBRUSHES OR REFRIGERATORS STUDENTS ARE RARELY INSTRUCTED TO DESIGN FOR A SPECIFIC COMPANY 4HAT #ONGE HAS SINGLED OUT !PPLE IS A TESTAMENT TO THE COMPANYS UNIQUE POSITION IN THE DESIGN WORLD %VERY SEMESTER FOR THE LAST SIX YEARS #ONGE HAS ASSIGNED STUDENTS THE TASK OF DESIGNING AN !PPLE PRODUCT USING THE $ SOFTWARE HE TEACHESˆ!LIAS\7AVEFRONTS 3TUDIO AND -AXONS #INEMA $ 4HE STUDENTSˆALL TRAINEE INDUSTRIAL DESIGNERSˆARE ALSO GIVEN THE CHOICE OF DESIGNING A CONSUMER ELECTRONIC DEVICE OR A COMMON HOUSEHOLD GOOD BUT MOST CHOOSE THE !PPLE ASSIGNMENT h4HE PROJECTS KEEP CHANGING BUT ) KEEP THROWING THE !PPLE STUFF IN THERE v #ONGE SAID h4HE MAJORITY OF THE STUDENTS PICK THE !PPLE STUFFv h)VE NEVER SEEN ANYONE GO BONZO OVER VACUUM CLEANERS LIKE THEY DO -ACS v HE ADDED

%THAN )MBODEN A SENIOR DESIGNER WITH FROG DESIGN SAID THE EXERCISE IS A GOOD ONE FOR TRAINEE PRODUCT DESIGNERS !PPLE HAS SUCH A CLEAR DESIGN hLANGUAGE v IT SHOULDNT BE TOO DIFFICULT FOR STUDENTS TO RECOGNIZE THE DISTINCTIVE ELEMENTS AND RESHAPE THEM INTO SOMETHING NEW BUT RECOGNIZABLY !PPLE h4HE EXER CISE IS TO MAKE SOMETHING NEW BUT ;THAT= LOOKS LIKE AN !PPLE PRODUCT v HE SAID h)T HAS TO COMMUNICATE THE BRAND )TS GOT TO FIT INv #ONGE HOWEVER SAID HE ENCOURAGES STUDENTS TO LET THEIR IMAGI NATIONS RUN REALLY WILD h!T FIRST A LOT OF THE STUDENTS DONT WANT 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 7HEN THEY GO PROFESSIONAL THEY WONT HAVE THE FREEDOMv #ONGE SAID THE ONLY OTHER AREA OF DESIGN THAT INSPIRES AS MUCH PASSION AND ENTHUSIASM AS -ACS IS CARS (OWEVER HE DOESNT GET HIS STUDENTS TO DESIGN CARS 0RODUCT DESIGN AND CAR DESIGN ARE LIKE FISH AND FOWL #ONGE SAID THEY DONT MIX 4HE PREMIER SCHOOL FOR WOULD BE CAR DESIGNERS IS THE !RT #ENTER #OLLEGE OF $ESIGN IN 0ASADENA #ALIFORNIA #ONGE SHOWCASES SOME OF THE STUDENTS WORK ON HIS $ 4OAD 7EB SITE &ROM THERE SOME OF THE !PPLE DESIGNS FIND THEIR WAY ONTO )NTERNET CHAT FORUMS WHERE SPECULATIVE !PPLE DESIGNS ARE





DISCUSSED /N A COUPLE OF OCCASIONS THE MOCK UPS HAVE BEEN REPORTED IN THE MEDIA AS LEAKS FROM !PPLES SECRETIVE DESIGN DEPARTMENT #ONGE RECALLED THE OCCASION WHEN ONE PARTICULARLY OUTRAGEOUS DESIGN SHOWED UP ON A -AC RUMOR SITE TOUTED AS A NEW !PPLE MACHINE h7E THOUGHT THAT WAS REALLY FUNNY v #ONGE SAID h7E WERE SAYING @) DOUBT !PPLE WOULD DO SOMETHING THAT BRIGHT GREEN %VEN THE SITES READERS DIDNT BELIEVE IT )T WAS OBVIOUSLY COMPUTER GENERATEDv

3INCE THEN #ONGE HAS BEEN A DEVOTED FAN OF THE -ACINTOSH DRAWN ESPECIALLY TO !PPLES SENSE OF STYLE #ONGE NOTED HOW INFLUENTIAL !PPLES AESTHETIC HAS BEEN AND NOT JUST WITHIN THE COMPUTER INDUSTRY h*UST GO DOWN TO 4ARGET AND LOOK AT ALL THE STUFF IN TRANSLUCENT COLORED PLASTIC v HE SAID h4HEY ARE THE LEADER IN THE SHAPE OF THEIR PRODUCTS AND THE MATERIALS THEY USE !PPLE INSPIRES THE STUDENTS TO PUSH THEIR DESIGNS INTO DIFFERENT DIRECTIONSv

/NE OF THE STUDENTS WHOSE SPECULATIVE !PPLE DESIGNS WERE POPULAR ON THE 7EB HAS ACTUALLY GONE ON TO WORK AT !PPLE AS AN INTERFACE DESIGNER 7HETHER OR NOT HIS DESIGN CAUGHT ANYONES EYE AT !PPLE ISNT CLEAR !PPLE DECLINED TO SET UP AN INTERVIEW FOR THE EMPLOYEE AND HE DIDNT RESPOND TO REQUESTS FOR COM MENTS THANKS TO !PPLES POLICY OF FORBIDDING EMPLOYEES TO TALK TO THE MEDIA

#ONGE SAID THAT WHEN STUDENTS ENROLL MOST OF THEM USE 7INDOWS 0#S BOUGHT BY THEIR PARENTS ALTHOUGH THE SCHOOL IS FILLED WITH -ACS "Y THE END OF THE COURSE  PERCENT HAVE SWITCHED TO -ACS #ONGE SAID h4HEY COME IN AS 0# USERS AND LEAVE AS -AC USERS v #ONGE SAID h4HE PARENTS BUY THEM 0#S BECAUSE ITS THE STANDARD ITS WHAT EVERYONE USES "UT THE STU 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  WHEN HE PICKED UP 3WIVEL $ AN EARLY $ PROGRAM THAT GENER ATED SIMPLE VOLUMETRIC SHAPES AND PRIMITIVES )T WAS RUNNING ON A BLACK AND WHITE -AC 0LUS

"UT #ONGE HAS LITTLE TIME FOR FANATICS h4HE WHOLE IDEA OF AN !PPLE RELIGION IS DEPRESSING TO ME v HE SAID h4HE IDEA THAT YOU WILL FIGHT TOOTH AND NAIL FOR AN OBJECT THATS TOO FANATICAL FOR MEv



4/0 0HONE HOME ! MOCK

"/44/- -)$$,% .EW I"OOK

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

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!PPLE LOGO

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POPULAR ON THE 7EB BUT ITS


NOT CLEAR WHETHER IT WAS ON THE

"/44/- ,%&4 0ORTA-AC

STRENGTH OF THOSE DESIGNS OR NOT

3TUDENT 3TEPHEN ,EMAYS DESIGN

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/ 1,¶ ! "ELGIAN 7EB DESIGNER SAID HE SAW !PPLES REVOLUTIONARY FLAT SCREEN I-AC DESIGN WELL BEFORE IT DEBUTED IN *ANUARY  BECAUSE HE POSTED A VERY SIMILAR CONCEPT ON THE 7EB MORE THAN SIX MONTHS BEFORE 6INCENT *EUNEJEANS SKETCH BEARS AN UNCANNY RESEMBLANCE TO THE FUNKY FLAT SCREEN I-AC )T HAS THE SAME DOME SHAPED BASE AND FLAT SCREEN DISPLAY SUPPORTED BY A THIN ARM .OT ONLY IS IT THE SAME SHAPE DETAILS LIKE THE PLACEMENT OF THE !PPLE LOGO AND THE MACHINES PORTS ARE STRIK INGLY SIMILAR h) THINK THEY COPIED IT v SAID *EUNEJEAN THROUGH A TRANSLATOR h)TS SO SIMILAR "UT ) CANT BE SURE )TS QUITE STRANGE -AYBE SOME ONE ON THE I-AC DEVELOPMENT TEAM SAW THE DESIGNv *EUNEJEAN A SENIOR DESIGNER WITH %MAKINA A NEW MEDIA FIRM IN "RUSSELS SAID HE MADE THE SKETCH IN *UNE  SHORTLY BEFORE -ACWORLD %XPO IN .EW 9ORK !T THE TIME !PPLE WAS WIDELY EXPECTED TO INTRODUCE A REDESIGNED I-AC WITH A FLAT PANEL SCREEN *EUNEJEAN SAID HE WANTED TO BUY A NEW I-AC AND SKETCHED OUT HIS IDEAL MACHINE *EUNEJEAN SCANNED THE SKETCH AND SENT IT TO4HE !PPLE #OLLECTION A 7EB SITE DEDICATED TO -ACINTOSH CULTURE WHICH POSTED THE IMAGE ON *UNE   4HE !PPLE #OLLECTION IS A SHOWCASE FOR FANCIFUL COMPUTER DESIGN AND IS POPULAR WITH COMPUTER DESIGN ERS 4HE SITE FEATURES HUNDREDS OF DESIGNS FOR FANTASY -ACS 4HE SITES SERVER LOGS SHOW THAT !PPLE EMPLOYEES VISIT THE SITE EVERY WEEK SAID $AVID 6INCENT WHO RUNS THE SITE FROM HIS HOME IN 3WITZERLAND 6INCENT FORWARDED TO 7IRED .EWS THE ORIGINAL EMAIL THAT *EUNEJEAN SENT TO 4HE !PPLE #OLLECTION 4HE EMAILS HEADERS APPEAR TO CONFIRM THAT IT WAS SENT LAST YEAR 4HE NEW I-ACS DESIGN IS SO PECULIAR NO ONE BESIDES *EUNEJEAN SEEMS TO HAVE PREDICTED IT .ONE OF THE OTHER HUNDREDS OF DESIGNS AT 4HE !PPLE #OLLECTION RESEMBLE THE NEW I-AC 6INCENT SAID 4HE !PPLE #OLLECTION IS A POPULAR DESTINATION FOR PROFESSIONAL DESIGNERS INCLUDING MEMBERS OF !PPLES DESIGN DEPARTMENT h&OR DESIGNERS WHO DESIGN COMPUTERS MY SITE IS A

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 CREATED BY -ACINTOSH FANS TO SHOW MACHINES THEY WOULD LIKE TO SEE FROM !PPLE *EUNEJEAN SAID HIS I-AC SKETCH WAS THE ONLY FANTASY -AC HE HAS CREATED ALTHOUGH HE HAD PREVIOUSLY POSTED DESIGNS FOR SOME DESKTOP PICTURES -OST OF THE FANTASY FLAT PANEL I-AC DESIGNS ON THE 7EB RESEMBLE A  CONCEPT MACHINE MOCKED UP BY FROG DESIGN FOR -ACWORLD MAGAZINE FROG DESIGNS CONCEPTION IS FAIRLY CONVENTIONAL IT FEATURES A FLAT SCREEN MONITOR AND AN IRREGULARLY SHAPED BOX HOUSING THE GUTS OF THE MACHINE )N  )NTEL ALSO COMMIS SIONED A NUMBER OF CUTTING EDGE DESIGNS FOR AN h%ASE OF 5SEv INITIATIVE AIMED AT SPURRING SALES OF FUNKY COMPUTERS TO ORDINARY CONSUMERS !LTHOUGH SOME ARE VERY FUNKY INDEED NONE OF THE DOZENS OF CONCEPT 0#S LOOK ANYTHING LIKE THE NEW I-AC *EUNEJEAN SAID HE ALSO SENT HIS SKETCH TO !PPLES #%/ 3TEVE *OBS IN AN EMAIL BUT HE HAS NO IDEA WHETHER *OBS SAW IT BECAUSE HE NEVER RECEIVED A REPLY h!T FIRST ) WAS SURPRISED OF COURSE v HE SAID WHEN HE SAW PICTURES OF THE FLAT SCREEN I-AC FOR THE FIRST TIME h) DID NOT BELIEVE IT )TS QUITE FRUSTRATING ) FEEL )VE BEEN COPIED AND THERES NOTHING IN RETURNv *EUNEJEAN SAID HE DREAMED UP THE DESIGN HIMSELF (E WAS NOT PARTY TO ANY OF !PPLES PRELIMINARY DESIGNS OR PROTOTYPES HE SAID h4HE DESIGN WAS LOGICAL v HE SAID h4HEY MADE A CUBE AND A TOWER ) WAS SURE THEY WOULD MAKE SOMETHING SPHERICAL ) KNOW THEM TOO WELLv "UT THE SIMILARITY BETWEEN *EUNEJEANS SKETCH AND THE FLAT PANEL I-AC COULD BE A MATTER OF COINCIDENCE *EUNEJEAN SAID HE POSTED THE SKETCH IN *UNE COULD !PPLE HAVE DEVELOPED SUCH A COMPLEX MACHINE IN SUCH A SHORT TIME !PPLE CLAIMS TO HAVE BEEN WORKING ON THE MACHINE IN ITS CURRENT INCARNATION FOR TWO YEARS ACCORDING TO AN ARTICLE IN A *ANUARY EDITION OF 4IME MAGAZINE *EUNEJEAN SAID HE WOULD LIKE TO HEAR FROM !PPLE EVEN IF IT IS JUST A COINCIDENCE h) WOULD LIKE TO GET SOME FEEDBACK FROM !PPLE v HE SAID h) WOULD LIKE TO GET THEIR POINT OF VIEWv !PPLE 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

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OR SOMETHING MORE SINISTER

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±I DO THIS    TO HELP SOME PEOPLE    ,ET LOOSE AND

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Ê" ,%VER SINCE THE FIRST 0# ROLLED OFF AN ASSEMBLY LINE DECADES AGO COMPUTER OWNERS HAVE PUT THEIR OWN STAMP ON THEIR MACHINES )N FACT THE URGE TO TINKER WITH HARDWARE HAS TURNED INTO A THRIV ING SUBCULTURE CALLED COMPUTER hMODDINGv (OWEVER MODIFYING !PPLE HARDWARE IS NOWHERE NEAR AS COMMON AS IS MODIFYING HARDWARE IN THE 7INDOWS 0# WORLD 4HE OBVIOUS EXPLANATION IS THAT 0# BOXES ARE GENERALLY UGLY AND UTILITARIAN 3INCE THE LAUNCH OF THE I-AC IN  !PPLES BOXES HAVE ALL BEEN HIGH DESIGN )N CONTRAST WITH THE EXCEPTION OF !LIENWARE FEW 0# MANUFACTURERS MAKE DISTINCTIVE COMPUTERS )N FACT !PPLES CASES ARE SOMETIMES USED BY 0# MODDERS +YLE "ENNETT PUT A 0# MOTHERBOARD INSIDE A 0OWER-AC ' ENCLOSURE WHICH HE PAINTED MAROON AND BLACK )N HONOR OF THE COLOR SCHEME HE CALLED IT THE 2OTTEN !PPLE 7INDOWS 0# MODS CAN OFTEN BE ORIGINAL AND BEAUTIFULLY EXECUTED /BVIOUSLY INFLUENCED BY !PPLES #UBE $ENNIS 6IEREN MADE A GORGEOUS GLOWING CUBE OUT OF ALUMINUM AND ACRYLIC

!LTHOUGH -AC CUSTOMIZATION IS LESS COMMON SOME IMAGINA TIVE MODS HAVE BEEN COOKED UP *OHN -C$ONNELL FOR EXAMPLE SHOEHORNED A -ACINTOSH 1UADRA INTO A S 0HILCO RADIO -C$ONNELL A  YEAR OLD HISTORY TEACHER FROM &ONTANA #ALIFORNIA PAID CLOSE ATTENTION TO DETAIL (E MOUNTED AN !PPLE LOGO ON THE FRONT OF THE RADIO AND CAREFULLY CUT A SLOT FOR THE MACHINES FLOPPY DRIVE IN THE SIDE (E CONNECTED THE COMPUT ERS SPEAKER JACKS TO THE RADIOS ORIGINAL SPEAKER )T PROVIDES hNICE RICH SOUND v HE SAID 4O TURN THE COMPUTER ON -C$ONNELL WIRED UP THE RADIOS ORIGINAL ONOFF SWITCH 4URN THE KNOB AND THE MACHINE STARTS UP WITH THE DISTINCTIVE -AC STARTUP CHIME -C$ONNELL USED A -ACINTOSH 1UADRA  AND A 0HILCO "ABY 'RAND 4OMBSTONE 2ADIO h4HE RADIO SAT AROUND MY GARAGE FOR YEARS v -C$ONNELL SAID h) CONSIDERED A NUMBER OF CASE OPTIONS INCLUDING A DISCO BALL A (ABITRAIL AND AN OLD TOOLBOX BEFORE ) REMEMBERED THE RADIO 7HAT ) ENDED UP WITH IS A FULLY FUNC TIONAL )NTERNET READY -ACINTOSH THAT WOULD BLEND NICELY WITH THE DECOR OF ALMOST ANY $EPRESSION ERA !MERICAN HOMEv



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+ENT 3ALAS HAD NEVER DONE ANY MODDING BEFORE HE EMBARKED ON ONE OF THE MOST AMBITIOUS -ACINTOSH MODS TO DATE AND IT WASNT EVEN HIS COMPUTER ! FRIEND LOANED 3ALAS A 0OWER -AC ' A MACHINE WORTH THOUSANDS OF DOLLARS (E DISMANTLED THE COMPUTER CUT IT UP AND STRIPPED THE PAINT FROM ITS CASING (E WAS SO UNSURE OF WHAT HE WAS DOING HE LABELED EVERY COMPO NENT INCLUDING ALL THE SCREWS TO MAKE SURE HE COULD FIGURE OUT HOW TO PUT IT BACK TOGETHER AGAIN h) ALWAYS END UP WITH EXTRA SCREWS AND PARTS LEFT OVER v HE SAID ON HIS 7EB SITE 4HE RESULT IS "LUE )CE A STUNNING TRANSPARENT ' TOWER THAT LIGHTS UP WITH FLUORESCENT BLUE NEON AND HAS A NIFTY ,#$ SCREEN MOUNTED IN THE FRONT PANEL h) HIT THE POWER SWITCH AND BOOM HALF MY ROOM GLOWS ELECTRIC ICY BLUE v 3ALAS WRITES ON HIS SITE 4HE PROJECT COST 3ALAS A  YEAR OLD 7EB MASTER FROM 3OUTHERN #ALIFORNIA ABOUT  AND TOOK A MONTH TO COM PLETE h.OT TOO BAD CONSIDERING ) HAD TO BUY A DRILL AND OTHER MINOR TOOLS v HE SAID 3ALAS BOUGHT THE  INCH ,#$ PANEL ON E"AY FOR  (E CUT A HOLE IN THE FRONT OF THE 'S CASE AND DRILLED A COUPLE OF

HOLES TO FASTEN THE ,#$ (E ADDED A  VOLT POWER SUPPLY AND SIMPLY HOOKED THE SCREENS 2#! JACKS TO AN EXTRA VIDEO CARD THAT HE PLUGGED IN TO ONE OF THE MACHINES 0#) SLOTS 4HANKS TO THE EXTRA VIDEO CARD THE ,#$ SCREEN CAN MIRROR THE MACHINES DESKTOP )TS RESOLUTION OF  BY  PIXELS IS PERFECT FOR DISPLAYING MUSIC VISUALIZATIONS USING I4UNES VIDEO CLIPS OR SYSTEM MONITORING UTILITIES 3ALAS ALSO ADDED A TRANSLUCENT POWER SUPPLY COVER A FIVE PORT INTERNAL 53" HUB AND VARIOUS FLUORESCENT BLUE LAMPS AND ,%$S 4O MAKE THE 'S CASE TRANSPARENT HE STRIPPED THE PAINT FROM THE SIDE PANELS WITH ALCOHOL 4HE HARDEST PART WAS MAKING THE KEYBOARD GLOW )T TOOK 3ALAS THREE DAYS TO DISMANTLE THE FIENDISHLY COMPLEX KEYBOARD AND 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 h/NE REASON ) DO THIS IS TO HELP SOME PEOPLE WHO HAVE A -AC MODDER BURIED DEEP INSIDE THEM LET LOOSE AND CREATE SOME TOTALLY NEW AND INTERESTING -AC MODS v HE EXPLAINED h*UST PLANTING SEEDS OF INSPIRATION HOPEFULLY AND MAYBE GIVE !PPLE A SLIGHT HINT OF WHAT ) WOULD LIKE TO SEE IN NEW HARDWARE DESIGNSv

.)#%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 -!#().%

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&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 (OWEVER THE ONSCREEN KEYBOARD IS AWKWARD TO USE AND THERES NO HANDWRITING RECOGNITION %VEN IF 0ARADISO LOADS /3 8 FOR THE BUILT IN HANDWRITING RECOGNITION )NKWELL SOFTWARE IT WORKS ONLY WITH 7ACOMS TABLETS h) LOVED THE IDEA OF A TOUCH SCREEN DEVICE v HE SAID h5NFORTUNATELY !PPLE DISCON TINUED THE .EWTON %VER SINCE )VE WANTED A -AC TABLETv

,%&4 7%" 0!$ 0!2!$)3/ *%&& 0!2!$)3/´3 (/-%-!$% -!#).4/3( "!3%$ 7%" 0!$

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#HRISTOPHE *OBIC A &RENCH PHOTOGRAPHER ASKED A FRIEND TO CUSTOMIZE HIS NEW I"OOK WITH A DISTINCTIVE SWIRL OF RAINBOW COL ORS 4HE FRIEND A PROFESSIONAL PAINTER WHO CUSTOMIZES HELMETS FOR &ORMULA /NE RACERS AND MOUNTAIN BIKE RIDERS SANDED THE INSIDE OF THE COMPUTERS LID TO REMOVE THE WHITE PAINT (E THEN APPLIED ABOUT  COATS OF DIFFERENT COLORED PAINT

h) GAVE MY FRIEND THE TOP COVER LEAVING MY I"OOK WITHOUT TOP PROTECTION FOR THREE WEEKS v *OBIC WROTE IN AN EMAIL h(E NEVER DID A COMPUTER BUT ) TRUSTED HIM %VERYTHING HAS BEEN /+v h) DID IT JUST FOR THE FUN AND TO HAVE A SPECIAL I"OOK JUST MINE AND NO ONE ELSE v HE ADDED h)TS A VERY COOL NEW GRAPHIC ISNT ITv

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4HE MINUTE !PPLE STARTED SELLING ITS 0OWER -AC ' #UBE -IKE "URGESS ORDERED ONE FROM !PPLES 7EB SITE "UT HE WAS SO IMPATIENT FOR IT TO BE DELIVERED HE MADE A CARDBOARD REPLICA WHILE HE WAITED FOR THE REAL ONE TO ARRIVE h) AM SO EXCITED ABOUT THE NEW #UBE THAT ) HAD TO SEE WHAT IT WOULD LOOK LIKE IN PERSON
v HE WROTE IN A NOTE TO -AC!DDICT WHERE HE POSTED PLANS FOR HIS CARDBOARD #UBE SO THAT OTHERS COULD DO THE SAME h) COULD NOT GET IT TO BOOT UP WITH THE /3  #$ BUT IT LOOKS GREAT STICKING OUT OF THE TOP SLOT
v "URGESS ADDED "URGESS MADE HIS CARDBOARD MACHINE FROM A $ MODEL OF THE COMPUTER HE FOUND ON !PPLES 7EB SITE !PPLE POSTED THE $ MODEL IN 1UICK4IME 62 FORMAT TO ALLOW POTENTIAL BUYERS TO SPIN THE #UBE AROUND IN THREE DIMENSIONS AND SEE IT FROM ALL ANGLES 7ORKING WITH THE $ MODEL "URGESS EXTRACTED A DETAILED PHO TOGRAPH OF EACH SIDE OF THE MACHINE (E PRINTED THEM OUT ONE BY ONE ON CARD STOCK AND GLUED THEM TOGETHER4HE RESULTS WERE IMPRESSIVE AN ACCURATE FACSIMILE OF THE SILVERY #UBE WHICH HE PLACED ON HIS DESK "URGESS WASNT THE FIRST PERSON TO MAKE A DETAILED PAPER MODEL OF HIS -ACINTOSH )N FACT MAKING PAPER MODELS OF -ACINTOSH COMPUTERS IS ALMOST AS OLD AS THE -ACINTOSH ITSELF 4HE FIRST -AC WAS LAUNCHED IN  PAPER MODELS OF THE MACHINES APPEARED ONLY A YEAR OR TWO LATER 3INCE THEN MAKING FAUX -ACS FROM PAPER HAS FLOURISHED INTO A HOBBY ALL ITS OWN &ANS HAVE MADE PAPER MODELS OF JUST ABOUT EVERY -ACINTOSH COMPUTER EVER BUILT DOZENS IN ALL 4HE MODELS RANGE FROM !PPLES EARLIEST MACHINESˆ!PPLE ))S AND ALL IN ONES SUCH AS THE -AC 3% 0LUS AND #OLOR #LASSICˆTO THE LATEST ' DESKTOPS AND I-ACS &ANS HAVE EVEN CREATED A MODEL OF THE 0IPPIN !PPLES DOOMED FORAY INTO )NTERNET APPLIANCES

-OST ARE MATCHBOX SIZED MINIATURES THAT CAN BE PRINTED OUT ON A COLOR INKJET PRINTER CUT OUT AND GLUED TOGETHER &ANS CAN DOWNLOAD CUT AND GLUE PLANS FOR MOST OF THE MODELS FROM THE .ET IN 0$& FORMAT4HE MACHINES ARE RECREATED IN MIND BOGGLING DETAILˆRIGHT DOWN TO THE LAST SCREW AIR VENT AND MICROPHONE JACK -ANY MODEL BLUEPRINTS COME WITH A MINIATURE KEYBOARD COMPLETE WITH ALL THE LETTERS NUMBERS AND SYMBOLS ON EACH AND EVERY KEY SO SMALL THEY CAN BARELY BE READ -ANY ALSO HAVE A MINIATURE MOUSE NO BIGGER THAN A THUMBNAIL /N SOME DETAILS AS OBSCURE AS THE MOUSE BALL HIDDEN AWAY ON THE BOT TOM OF THE MOUSE ARE RECREATED 4HE FIRST PAPER -ACINTOSH WAS DESIGNED BY *ANIS #HEVALIER AS AN ORNAMENT FOR A #HRISTMAS TREE -AKING HOMEMADE DECORATIVE ORNAMENTS IS AN !MERICAN FOLK TRADITION #HEVALIER UPLOADED PLANS FOR HER MODELˆAN EARLY ALL IN ONE -ACˆTO HER LOCAL USER GROUPS BULLETIN BOARD IN  )T PROVED TO BE PRETTY POPULAR 3HE RECEIVED MAIL FROM ALL OVER THE COUNTRY FROM PEO PLE WHO WANTED TO DECORATE THEIR TREES WITH IT 4HE ORNAMENT IS STILL AVAILABLE FROM -AC!DDICT 4HE MOST PROLIFIC MODELER OF PAPER -ACINTOSHES IS A  YEAR OLD 7EB DESIGNER -ITSUAKI /HASHI WHO HAS CREATED DOZENS OF REPLICAS OF !PPLES MORE RECENT MACHINES (E HAS MODELED MOST OF !PPLES MACHINES ˆ DOZENS OF DESKTOPS AND PORTABLES IN ALL h) LIKE -AC
v SAID /HASHI IN AN EMAIL h-AC IS VERY GOOD TOOL ) THINK SO -AC IS VERY INTUITIVELY OPERATIONAL !ND GOOD DESIGN    -AC IS GOOD FELLOW TO EXPAND MY ABILITYv /HASHI WHO LIVES IN 3AGAMIHARA *APAN BEGAN MAKING PAPER -ACS RIGHT AFTER !PPLE LAUNCHED THE I-AC IN *ULY  h) WANT TO BUY IT BUT ) HAVE NO MONEY v /HASHI SAID h3O ) MADE IT OF PAPER
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/HASHIS -ACINTOSH MODELS ARE POPULAR WITH -AC FANATICS (IS SITE HAS RECEIVED   PAGE VIEWS /HASHI OWNS SEVEN -ACSˆTHREE 0OWER"OOKS AND THREE DESKTOPS INCLUDING HIS FIRST MACHINE AN ,#  !NOTHER KEEN PAPER MODELER OF -ACINTOSHES IS $RAGON 4ONGUE A  YEAR OLD GRAPHIC ARTIST AND MUSICIAN WHO LIVES IN .EW :EALAND AND CALLS HERSELF h4HE #REATORv $RAGON 4ONGUE HAS RECREATED THE ENTIRE LINE OF THE ORIGINAL I-AC NINE FRUITY COLORED MACHINES IN TOTAL LOVING DETAIL h) GO THROUGH PERIODS WHEN ) BECOME INTENSELY INTERESTED IN SOMETHING DO IT TO THE BEST OF MY ABILITY THEN MOVE ON TO SOMETHING ELSE 4HE PAPER I-AC ;PHASE= WAS ONE OF THOSE PERIODS v SHE SAID $RAGON 4ONGUE TURNED THE PAPER I-ACS INTO A MOBILE FOR HER GRANDDAUGHTERS NURSERY 3HE ALSO MADE A PAIR OF !PPLE THEMED BED ENDS FOR THE BABYS CRIB h4O MAKE SURE THAT #AITLIN GREW UP WITH THE RIGHT PRIORITIES ) CREATED HUGE PADDED RAINBOW APPLES THE EARLY !PPLE LOGO TO GO AT EACH END OF HER COT v SHE SAID h-Y -AC IS NOT A TOOL v $RAGON4ONGUE SAID h)T IS A LIFESTYLE A FRIEND A PLACE A HOME SOMETIMES A PAIN NEVER A @THINGv +EN &ORBUS A PROFESSOR OF #OMPUTER 3CIENCE AND %DUCATION AT .ORTHWESTERN 5NIVERSITY IN %VANSTON )LLINOIS SAID PEOPLE CREATE THESE MODELS FOR MANY REASONS BUT MANY -AC MOD ELERS WANT TO REMEMBER MACHINES THEY LOVED h4HESE PAPER MODELS SERVE AS TANGIBLE REMINDERS OF CHERISHED DEVICES v HE

SAID h4HATS UNUSUAL THESE DAYS 0EOPLE USED TO BOND WITH THEIR COMPUTERS WITH CEREMONIES UPON THEIR INSTALLATION AND DECOMMISSIONING .OW COMPUTERS FLOW THROUGH OUR LIVES NOT STAYING LONG ENOUGH TO BECOME COMPANIONS )N FACT GIVEN THE TRANSIENT NATURE OF TODAYS MACHINES THESE PAPER VERSIONS WILL PROBABLY OUTLAST THE MACHINES THEMSELVESv 4HERE ARE A FEW MODELS OF OTHER KINDS OF COMPUTERS LIKE A 4OSHIBA ,IBRETTO LAPTOP AN OLD #OMMODORE 0%4 AND BIZARRELY A 'ATEWAY BOX NOT A BOX AS IN A COMPUTER BUT BOX AS IN CARDBOARD BUT MODELS OF -ACS ARE CLEARLY THE MOST POPULAR h)TS OBVIOUS THAT THERE ARE MORE -ACS THAN OTHER COMPUTERS AS PAPER MODELS BECAUSE -AC USERS LIKE THEIR COMPUTERS AND 7INDOWS USERS HATE THEIR SYSTEMS v SAID 0ETER 6ISSER A PAPER MODEL DESIGNER FROM THE .ETHERLANDS -ICHAEL ,A&OSSE AN ORIGAMI EXPERT AND THE AUTHOR OF SEVERAL BOOKS ON PAPER SCULPTING ALSO WASNT SURPRISED THAT PEOPLE MADE MODELS OF -ACINTOSHES h)TS AN IDENTITY BADGE IT SAYS THIS MEANS A LOT TO ME v ,A&OSSE SAID h4HE PAPER ARTS TEND TO TICKLE THE MINDS OF THE TECHNICALLY ADEPT )TS AN ENGINEERING JOB THAT APPEALS TO MATHEMATICIANS SCIENTISTS )T APPEALS ESPECIALLY TO PEOPLE WHO LIKE TO DO THE HANDS ON STUFF 4HEY LIKE TO FIGURE THINGS OUT AND THE FIRST MATERIAL THEY TAKE IT TO IS PAPERv h/THER COMPUTERS ARE UNINSPIRING WORKHORSES v HE ADDED h4HEYRE NOTHING )D CARE TO MAKE A MODEL OFv



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UP THE COMPUTERS HE COULDNT BEAR TO PART WITH THE BOXES h) REALLY DIDNT WANT TO THROW THEM AWAY v HE SAID h3O ) MADE FURNITURE OUT OF THEM 3URE IT SAVES MONEY BUT ITS BECAUSE ) REALLY LIKE TO DO IT )TS ABOUT THINKING DIFFERENT 7HAT COULD ) MAKE TODAYv $USING TURNED THE BOXES INTO A DINING TABLE A SET OF CHAIRS AND SOME #$ RACKS (E EVEN MADE A COUCH h9OU CAN SIT ON IT v HE SAID hBUT ITS NOT ALL THAT COMFORTABLEv 4O FURTHER SHOW OFF HIS PACKING MATERIAL PASSION $USING MADE A PAIR OF GIANT BULKY ANIMAL SCULPTURESˆA SOFA SIZED RHINO AND A GIRAFFE THAT STANDS SIX FEET TALL h) WANTED TO MAKE SOME ANIMALS WHOSE COLORING REFLECTED THE PICTURES ON THE BOXES v HE SAID h4HE BOXES WERE TURQUOISE AND BLUE AND WHITE ) USED THOSE ELEMENTS TO MY ADVANTAGEv $USING MADE THE GIRAFFE OUT OF PACKING TAPE AND %LMERS GLUE BUT AS A RESULT ITS STARTING TO FALL APART 4HE RHINO IS MADE FROM DRYWALL SCREWS AND INDUSTRIAL STRENGTH EPOXY GLUE (E DESIGNED THEM BY DRAWING A SILHOUETTE OF THE ANIMAL AND DIVIDING IT INTO

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GEOMETRIC SHAPESˆTRIANGLES RECTANGLES AND SQUARES WHICH COULD BE MADE OUT OF CARDBOARD

NEED ARISES ) KNOW ) CAN MAKE IT OUT OF CARDBOARD ) JUST WISH ) HAD MORE BOXESv

$USING WAS INSPIRED BY THE HUGE TOPIARY SCULPTURES AT 7ALT $ISNEY 7ORLD IN &LORIDA AND ORIGINALLY PLANNED TO PUT THE CARD BOARD ANIMALS IN HIS MOTHERS FRONT GARDEN h4HE NEIGHBORS HAVE ALL THESE DOPEY ORNAMENTS ON THEIR LAWNS v HE SAID h"UT MY MOM WASNT TOO KEEN ON HAVING THESE GIANT LAWN ORNAMENTSv 4HE SCULPTURES WERE EXHIBITED AT AN ART SHOW AT THE COLLEGE AND RECEIVED A POSITIVE RESPONSE /NE ATTENDEE SUGGESTED $USING COULD SELL THEM ON E"AY FOR   APIECE BUT HE OPTED TO KEEP THEM DESPITE THE TIGHT QUARTERS IN HIS APARTMENT

/BVIOUSLY $USING IS A FAN OF THE -ACINTOSH h)M A BIG -AC FAN )M A HUGE -AC FAN v HE SAID h) USE -ACS EVERY DAY ALL DAY LONG ) HATE THE 0# WORLD -AC IS THE ONLY WAY TO GO )TS VERY SEXY )TS WAY SLEEK )TS GREAT STUFF )TS ALL GREAT STUFFv

$USING PLANS TO MAKE MORE ANIMAL SCULPTURES PERHAPS AN ELE PHANT OR A GORILLA (E IS ALSO HOPING TO GET HIS HANDS ON SOME OLD !PPLE BOXES FROM THE S THAT FEATURED THE RAINBOW COL ORED !PPLE LOGO )F HE GETS ENOUGH OF THE OLD BOXES HELL MAKE A  #HEVY OUT OF THEM h4HEYRE CLASSIC BOXES SO WHY NOT MAKE A CLASSIC CARv HE SAID $USING ALSO WANTS TO MAKE MORE FURNITURE (E NEEDS A RACK FOR HIS COLLECTION OF VIDEOCASSETTES h)LL NEVER NEED TO BUY FURNITURE AGAIN v HE SAID h7HENEVER A

$USING GRADUATED FROM #AZENOVIA #OLLEGE WITH A DEGREE IN VISUAL COMMUNICATION 4HE SCHOOL IS  MINUTES FROM 3YRACUSE h)TS A SLEEPY LITTLE TOWN TUCKED AWAY IN A SMALL 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 HAVE FUNv (IS GIRLFRIEND THINKS THE SCULPTURES ARE hREALLY COOLv 3HE ENCOURAGES HIM TO MAKE MORE h3HE LIKES THE FACT )M A DREAMER v HE SAID $USING SAID HE HAS OFTEN THOUGHT OF DESIGNING AN ADVERTISING CAMPAIGN FOR !PPLE AND SENDING IT TO THE COMPANY (ED ALSO BE DELIGHTED IF THE COMPANY BOUGHT ONE OF HIS SCULPTURES h)D LOVE FOR THEM TO MAYBE BUY IT AND PUT IT IN THEIR CORPORATE HEADQUARTERS v HE SAID



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$URING A RECENT VISIT TO THE STORE AT !PPLES CORPORATE HEADQUAR TERS *OHN -C+AY AND 3TEVE .AUGHTON WERE SHOWN THE DOOR !LTHOUGH THEYD COME ALL THE WAY FROM !RIZONA THE DUMBSTRUCK PAIR WERE TOLD THEY WERENT ALLOWED TO SHOP AT THE STORE WHICH SELLS A WIDE RANGE OF !PPLE SOUVENIRS SUCH AS WATCHES 4 SHIRTS AND MUGS -C+AY AND .AUGHTON WERE THROWN OUT BECAUSE THEY HAD BOUGHT SOME GOODS AT THE STORE AND THEN RESOLD THEM ONLINE A STRICTLY PROHIBITED PRACTICE "UT HOW DID !PPLE KNOW 3URELY SOMEONE CAN RESELL AN !PPLE LUGGAGE TAG ON E"AY WITHOUT THE COMPANY CATCHING ON -OST PEOPLE CAN BUT -C+AY AND .AUGHTON RUN A THRIVING BUSINESS SELLING !PPLE LOGO MERCHANDISE ON THE 7EB !S THE FOUNDERS OF 2ED,IGHT2UNNERCOM THEY PROBABLY HAVE MORE !PPLE LOGO GOODS THAN !PPLE DOES (OW !PPLE RECOGNIZED THE PAIR IS A MYSTERY !PPLE DECLINED TO COMMENT .AUGHTON DOESNT KNOW h)M NOT SURE HOW THEY KNEW BUT SOMEHOW THEY lGURED IT OUT v HE SAID h7E HAD  HOURS TO THINK ABOUT IT ON OUR DRIVE FROM #UPERTINO ;#ALIFORNIA= BACK DOWN TO &LAGSTAFFv

-C+AY  AND .AUGHTON  LAUNCHED 2ED,IGHT2UNNER IN  "ASED IN &LAGSTAFF !RIZONA A SMALL CITY NEAR THE 'RAND #ANYON THE COMPANY WAS SET TO DO   WORTH OF BUSINESS IN  3ALES HAVE ALMOST DOUBLED EVERY YEAR SINCE THE COM PANYS INCEPTION 4HE PAIR SELLS A RANGE OF !PPLE COLLECTIBLES FROM 4 SHIRTS MUGS AND LAPEL PINS TO RARE ITEMS LIKE A   0ICASSO DEALER DISPLAY LAMP 4HE PRICES ARE SURPRISINGLY HIGH 2ARE POSTERS FROM !PPLES 4HINK $IFFERENT CAMPAIGNˆFEATURING SAY THE $ALAI ,AMA OR "OB $YLANˆCAN COMMAND MORE THAN  4HE POSTERS WERE ORIGINALLY FREE -ANY ARE WORTH  OR MORE ! FREE TOTE BAG FROM A CONFERENCE IS  AN INEXPENSIVE WATCH IS WORTH  AN OUT OF PRINT BOOK ABOUT !PPLES DESIGN IS  A LAPEL PIN IS  AND A PLASTIC TRAIN IS  h/UR PRICES ARE BASED ON AVAIL ABILITY v .AUGHTON SAID h)TS ALL SUPPLY AND DEMANDv 2ED,IGHT2UNNER IS THE BIGGEST OF ABOUT HALF A DOZEN !PPLE COLLEC TOR STORES ON THE 7EB /THERS INCLUDE $OUGINTOSH INETREVIEWS COM AND $IGITAL(ORSE ! LIST OF SITES CAN BE FOUND AT 5BER-AC 4HERE IS ALSO A BUSY TRADE IN !PPLE COLLECTIBLES AT E"AY 2ED,IGHT2UNNER CLAIMS TO HAVE   CUSTOMERS AROUND THE 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 MER AND A PHOTOGRAPHER h!PPLES GOT THAT COLLECTIBILITY v SAID .AUGHTON h)TS A GREAT COMPANY )TS A GREAT BRAND )TS AN ICONv 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 BE LIKE TRYING TO TRADE %NRON STUFF 4HERES NOT THE SAME AURA ABOUT IT 4HERES SOMETHING ABOUT !PPLE THAT REALLY INSPIRES PEOPLE    )F !PPLE WERE A CRAPPY COMPANY WED NEVER GET  CENTS FOR THIS STUFFv 7ITH THE EXCEPTION OF VINTAGE CALCULATORS THERE DOESNT APPEAR TO A COLLECTING CULTURE IN COMPUTING QUITE LIKE !PPLES (OWEVER +EVIN 3TUMPF A TECHNOLOGY APPRAISER WITH THE !SK THE !PPRAISER ONLINE APPRAISAL SERVICE SAID 2ED,IGHT2UNNER IS EVIDENCE OF A GROWING INTEREST IN COLLECTING VINTAGE COMPUTERS h)TS EVIDENCE OF THE GROWING POPULARITY OF TECHNO COLLECTING )F YOU CANT TECHNO SPEAK AT LEAST YOU CAN WEAR A VINTAGE TECHNO JACKET v 3TUMPF SAID h4ECHNO COLLECTING IN GENERAL IS A PASTIME WHOSE TIME HAS COME    &ROM RADIOS TO SEWING MACHINES TO EARTH MOVING EQUIPMENT TO mASHLIGHTS IF YOU CAN SWITCH IT ON AND OFF IT WILL BE COLLECTEDv $R 4ONY (YMAN OF #"3 .EWS 7HATS )T 7ORTH SAID BRAND ITEMS FROM HUNDREDS OF COMPANIES ARE COLLECTED INCLUDING "UDWEISER -ARLBORO #AMEL 0ILLSBURY 7RIGLEY 0EPSI -OXIE NUMEROUS INSURANCE COMPANIES 3EARS NUMEROUS AUTO MAK ERS $IXIE #AMPBELLS 3OUP *ACK $ANIELS 'REEN 2IVER .ABISCO AND MANY MORE (YMAN SAID !PPLE COLLECTIBLES DONT COME CLOSE TO "UD -ARLBORO OR #AMEL -ARLBORO THE LEADING MAR KETER WORLDWIDE HAS REVENUES FROM BRANDED ITEMS IN AT LEAST THE  MILLION RANGE (YMAN ESTIMATED h4HE IMPORTANT QUESTION IN MY MIND IS WHY ANYONE WANTS TO BECOME A CORPORATE BILLBOARD AND PAY FOR THE PRIVILEGE v (YMAN SAID h-AKES ABSOLUTELY NO SENSE TO ME )TS BAD ENOUGH THAT

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FOLKS WANT TO BRAG THAT THEY PAID TOO MUCH FOR THEIR CLOTHES BY WEARING THOSE EMBLAZONED WITH THE NAME OF THE MAKER -Y FAVORITE IS "5- A WORD THAT MEANS IN VARIOUS CONTEXTS BAD SHODDY HOBO AND ASSv -C+AY AND .AUGHTON ARE BOTH ENTHUSIASTIC !PPLE COLLEC TORS THEMSELVES h7E STARTED 2ED,IGHT2UNNER OUT OF PASSION BECAUSE WE LOVE !PPLE v .AUGHTON SAID h!T HEART )M AN !PPLE COLLECTOR )VE GOT A LOT OF STUFF )N ORDER TO BUY NEW STUFF ) HAVE TO SELL OLD STUFF -OST OF THE TIME WHEN ) SELL SOMETHING ) REGRET ITv 4HERE ARE SOME THINGS HELL NEVER SELL LIKE THE4HINK $IFFERENT WATCH HE WEARS EVERY DAY 4HE HANDS RUN COUNTERCLOCKWISE 4HE PAIR STARTED THE BUSINESS AFTER -C+AY HAD TROUBLE lNDING A REPLACEMENT FOR HIS FAVORITE !PPLE 4 SHIRT WHICH HED WORN OUT BY WEARING IT EVERY DAY (E EVENTUALLY FOUND ONE ON E"AY PLUS A DOZEN MORE (E BOUGHT THEM ALL AND QUICKLY SOLD THEM FOR A PROlT %IGHTY PERCENT OF 2ED,IGHT2UNNERS BUSINESS IS ONE OFF ITEMS A SIGNED 7OZNIAK BOOK DEALER SIGNS VINTAGE !PPLE 4 SHIRTS HANDBAGS AND BOOKS 4HE MOST VALUABLE !PPLE COLLECTIBLES ARE ONES EMBLAZONED WITH THE FAMOUS OLD RAINBOW COLORED !PPLE LOGO WHICH WAS DISCONTINUED IN THE MID NINETIES IN FAVOR OF A MONOCHROME VERSION 7HERE DID THE 2ED,IGHT2UNNER NAME COME FROM .AUGHTON WHO USED TO BE A MUSIC PRODUCER BEFORE LAUNCHING 2ED,IGHT2UNNER SAID HE LIFTED IT FROM A SONG BY A FAVORITE INDIE BAND BUT HE LIKES IT BECAUSE IT IS REMINISCENT OF !PPLES 4HINK $IFFERENT SLOGAN h)T REMINDS YOU TO PUSH THE ENVELOPE TO DO THINGS DIFFERENTLY FROM THE STATUS QUO v HE SAID h!ND ITS JUST A GOOD WORDv .AUGHTON PAUSED h!LL THAT !PPLE PROMO STUFF v HE MUSED h4HERES GOT TO BE MILLIONS OF PIECES OUT THERE !LL THAT STUFF v HE REPEATED AS THOUGH IN A DREAM h0EOPLE SHOULD CONTACT US IF THEY HAVE ANY )LL CONSIDER BUYING IT ALLv

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** Ê " /",4HE -AC IS MORE THAN A COMPUTER )TS A COMMUNITY AN IDENTITY A CHURCH #OLLECTING !PPLE MEMORABILIA IS AN IMPORTANT PART OF THE -AC PSYCHE 0SYCHIATRIST $AVID ,EVINE IS A DEDICATED COLLEC TOR OF !PPLE BRANDED GOODS (ES ALSO THE KIND OF -AC DEVOTEE WHO BUYS EXTRA COMPUTERS JUST TO SUPPORT !PPLE ,EVINE HAS SPENT A COUPLE OF THOUSAND DOLLARS IN THE LAST FEW YEARS ON !PPLE BRANDED KEY CHAINS LUGGAGE TAGS PINS WATCHES AND POSTERS h)M A -AC NUT v SAID ,EVINE A LECTURER IN PSYCHOLOGY AT THE 5NIVERSITY OF )LLINOIS #OLLEGE OF -EDICINE IN 2OCKFORD h)TS MORE EMOTIONAL THAN AN INVESTMENTv ,EVINES PROUDEST POSSESSION IS A SUEDE !PPLE JACKET ADORNED WITH SOME OF THE ORIGINAL -ACINTOSH ICONS (E PAID  BUT HASNT YET WORN IT OUTSIDE HIS HOUSE (ES LOOKING FORWARD TO THE DAY HE CAN WEAR IT TO -ACWORLD %XPO WHICH HE NEVER GETS TO ATTEND BECAUSE OF WORK 4HAT DOESNT MATTER THOUGHˆTHE ,EVINE HOUSEHOLD IS A MINI -ACWORLD OF ITS OWN !LONG WITH HIS WIFE AND TWO KIDS THE ,EVINES HAVE TEN -ACS AT HOME THREE I-ACS TWO OLDER -ACS A DUAL PROCESSOR ' THREE 0OWER"OOK PORTABLES AND AN OLDER -ACINTOSH CLONE )N  ,EVINE WENT OUT AND BOUGHT A DUAL PROCESSOR ' WHICH COST ABOUT   AND A LARGE mAT PANEL #INEMA DISPLAY WHICH COST   JUST TO SUPPORT !PPLE h) 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 ALWAYS NEED IT v HE SAID h) JUST WANT TO SUPPORT THE AUTHOR )TS JUST WORTH SUPPORTINGv ,IKE ALL !PPLE COLLECTORS ,EVINE IDENTIlES STRONGLY WITH -AC CULTUREˆTHE 4 SHIRTS AND LUGGAGE TAGS BROADCAST HIS ASSOCIA TION h)TS MORE THAN JUST A COMPUTER ITS A COMMUNITY v HE SAID h&OR MANY -AC PEOPLE ) THINK IT HAS A RELIGIOUS FEELING TO IT &OR A LOT OF PEOPLE WHO ARE NOT COMFORTABLE WITH RELIGION IT PRO VIDES A COMMUNITY AND A COMMON HERITAGE ) THINK -AC USERS HAVE A CERTAIN COMMON WAY OF THINKING A WAY OF DOING THINGS A CERTAIN MINDSETv h0EOPLE SAY THEY ARE A "UDDHIST OR A #ATHOLIC v HE ADDED h7E SAY WERE -AC USERS AND THAT MEANS WE HAVE SIMILAR VALUESv #OLLECTING ISNT ALWAYS RATIONAL AND !PPLE COLLECTING IS NO DIF FERENT ! FEW YEARS AGO -IKE 3WOPE WAS GIVEN THE OPPORTUNITY TO BUY HUNDREDS OF !PPLE BRANDED ITEMS WATCHES 4 SHIRTS PENS POSTERS AND SOME BEACH TOWELS (E MAXED OUT HIS CREDIT

CARD AND BOUGHT THE LOT &OUR YEARS LATER HES STILL TRYING TO SELL IT JUST SO HE CAN PAY OFF HIS CREDIT CARD h) BOUGHT AS MUCH AS ) COULD v HE SAID h)VE STILL GOT BOXES OF THE STUFFv 3WOPE DOESNT EVEN KNOW WHAT HES GOT (E HASNT OPENED SOME OF THE POSTER TUBES h) THINK ) HAVE A SET ;OF= .O  v HE SAID REFERRING TO THE SECOND SERIES OF 4HINK $IFFERENT PROMO TIONAL POSTERS h) COULD HAVE A RARE "OB $YLAN POSTER BUT ) DONT KNOW BECAUSE )VE NEVER OPENED IT    )M GOING TO HAVE TO EVENTUALLY OPEN THE TUBES v HE ADDED WITHOUT RELISH 3WOPE  A GRAPHIC DESIGNER FROM 7ICHITA +ANSAS IS SLOWLY SELLING HIS COLLECTION AT INETREVIEWSCOM (E DIDNT REALLY ENJOY HIS !PPLE COLLECTION ANYWAY h) COULDNT HANG THE POSTERS UP v HE SAID h) COULDNT BRING MYSELF TO BRING THEM OUT OF THE TUBE )T MIGHT DAMAGE THEM )TS MORE VALUABLE IF ITS NEVER BEEN TAKEN OUT OF THE TUBE )TS THE ANAL RETENTIVE COLLECTOR IN MEv (IS WHEELING AND DEALING HAS MADE HIM SOME MONEY (E BOUGHT AN I"OOK AND A NEW I-AC 4HREE YEARS AGO HE OWED   ON HIS CREDIT CARD (E NOW OWES LESS THAN   )N THE lRST YEAR HE COLLECTED   HE SAID BUT THE MONEY HAS EVAPORATED AS HE RUNS OUT OF VALUABLE STOCK (ES FOUND IT HARD TO lND NEW SUPPLIES OF GOOD COLLECTIBLES 2ED,IGHT2UNNER IS TYING UP THE MARKET (ES ALSO STOPPED SELLING ON E"AY HIS MOST PROlTABLE OUTLET BECAUSE OF THE TIME AND EFFORT INVOLVED ,IKE 3WOPE HIGH SCHOOL TEACHER $AVID %RNST IS AN !PPLE COLLEC TOR SIMPLY BECAUSE HE GOT A CHANCE TO BUY A BOATLOAD OF !PPLE TCHOTCHKES AT lRE SALE PRICES ! FEW YEARS AGO %RNST FOUND AN !PPLE DEALER WHO WAS SELLING OFF HUNDREDS OF PROMOTIONAL ITEMS %RNST BOUGHT IT ALLˆABOUT  BIG BOXES IN ALLˆFOR LESS THAN   h4HE DEALER HAD AN UNBELIEVABLE AMOUNT OF STUFF v %RNST SAID h) DID A BIT OF RESEARCH AND SAW HOW UNBELIEVABLY HIGH THE PRICES WERE ! LOT OF THE STUFF WAS  YEARS OLD AND STILL IN ITS ORIGINAL PACKAGINGv !T lRST %RNST MADE A LOT OF MONEY SELLING THE ITEMS INDIVIDUALLY ON E"AY h) HESITATED TO REPORT IT ON MY INCOME TAX v HE SAID h"UT ) DID ANYWAYv 4HEN HE WAS CONTACTED BY A COLLECTOR FROM *APAN %RNST SAID THE COLLECTOR WAS A hSPOILED YOUNG RICH BRATv WHO TRAVELED THE GLOBE BUYING AND SELLING COLLECTIBLES 4HE COLLECTOR WAS SO INTERESTED IN %RNSTS COLLECTION HE mEW IN FROM *APAN TO PICK IT UP PERSONALLY 3OMEHOW THE BRAT PERSUADED %RNST TO LET HIM

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TAKE THE BULK OF THE COLLECTION WITH HIM BACK TO *APAN FOR HALF THE AGREED PRICE (E PROMISED TO SETTLE UP LATER

TION INCLUDES A LOT OF 4 SHIRTS PRODUCED BY !PPLE BUT NOT MANY ASSOCIATED WITH THIRD PARTY COMPANIES OR USER GROUPS

h"EING A HIGH SCHOOL CHEMISTRY TEACHER ) MADE A VERY POOR BUSI NESS DECISION v %RNST LAMENTED h(E TOOK  PERCENT OF MY STUFF AND HE STILL OWES ME   )M A BUFFOON FOR TRUSTING HIMv

-OST OF #OHENS SHIRTS ARE FROM -AC RELATED COMPANIES USER GROUPS AND EVENTS 4HE COLLECTION PROVIDES A KIND OF FOLKSY 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 A COLLECTORv

,
 -Ê " ]Ê/‡-,/Ê " /", 2AINES #OHEN IS THE )MELDA -ARCOS OF -ACINTOSH 4 SHIRTS /VER THE YEARS #OHEN HAS COLLECTED MORE THAN  4 SHIRTS RELATING TO !PPLE AND THE -AC (IS COLLECTION IS NOW PART OF 3TANFORD 5NIVERSITYS COLLECTION OF !PPLE ARTIFACTS #OHEN IS MORE THAN A 4 SHIRT COLLECTOR THOUGH (E IS AN UNSUNG HERO OF THE  ,OMA 0RIETA EARTHQUAKE &OR NEARLY  YEARS #OHEN WAS AT THE HEART OF -AC CULTURE lRST AS A COFOUNDER OF THE "ERKELEY -AC 5SER 'ROUP "-5' AND THEN AS A TECHNICAL ANALYST FOR -AC7EEK THE SEMINAL NEWS WEEKLY #OHEN SPOKE AT NUMEROUS USER GROUP MEETINGS ACROSS THE COUNTRY ATTENDED HUNDREDS OF COMPANY AND PRODUCT LAUNCHES AND WENT TO EVERY -ACWORLD %XPO FOR  YEARS !LONG THE WAY HE COLLECTED EVERY SHIRT HE COULD LAY HIS HANDS ON

!LEX 3OOJUNG +IM 0ANG THE 3TANFORD ARCHIVIST WHO ASKED #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 USER GROUP 4 SHIRTS IN PARTICULAR ARE VIVID RECORDS OF THE VIBRANT SMART CULTURE THAT GREW UP AROUND THE -ACˆAND WAS A TRULY GRASSROOTS MOVEMENT NOT AN !PPLE DIRECTED EVENTv 3OOJUNG +IM 0ANG SAID HE WASNT SURE IF OR WHEN #OHENS SHIRTS WOULD GO ON DISPLAY BUT SAID THE COLLECTION IS IMPORTANT ENOUGH TO BE IN A MUSEUM h2AINES HIMSELF IS ONE OF THOSE lGURES WHO KNOWS EVERYONE IN THE -AC WORLD AND HAS BEEN INVOLVED IN THE -ACINTOSHS HISTORY SINCE THE BEGINNING v HE SAID h3OCIOLOGISTS LIKE TO TALK ABOUT SOCIAL NETWORKS AND HOW THERE ARE OFTEN A FEW KEY PEOPLE WHO HOLD TOGETHER COMMUNITIES AND PROVIDE LINKS BETWEEN ONE GROUP AND ANOTHER 2AINES IS ONE OF THOSE lGURES 0RESERVING HIS COLLECTION WAS IMPORTANTv 4HESE ARE SOME OF #OHENS FAVORITE 4 SHIRTS 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 PROJECT USER GROUP AND EVENT IS CELEBRATED WITH A COMMEMO RATIVE 4 SHIRT JUST LIKE A CONCERT TOUR h)T WAS THE CONVENIENCE OF BEING GIVEN THESE THINGS AND NOT SPENDING ANY MONEY ON THE UPPER HALF OF MY WARDROBE v #OHEN SAID EXPLAINING HOW HIS COLLECTION BLOSSOMED h!ND IDENTITY )M KNOWN FOR WEARING THESE THINGSv

lRST -ACWORLD %XPO IN 7ASHINGTON IN  4HE EVENT PROM ISED TO BE FORMAL AND THE "ERKELEY CONTINGENT WANTED TO DISTINGUISH THEMSELVES FROM ALL THE SUITS AND MILITARY UNIFORMS 4HE SHIRT EVENTUALLY BECAME THE "-5' UNIFORM (UNDREDS WERE SOLD ESPECIALLY IN !SIA %ACH WAS HANDMADE BY "ERKELEY $EADHEADS

#OHEN WORE A DIFFERENT SHIRT EVERY DAY )N THE CORRIDORS OF -AC7EEK AND AT EVENTS PEOPLE WOULD ASK HIM WHAT SHIRT HE HAD CHOSEN THAT DAY )T TOOK HIM MORE THAN SIX MONTHS TO CYCLE THROUGH THE COLLECTION (IS CLOSETS WERE FULL OF SHIRTS -OST WERE STORED IN THE BASEMENT h%VENTUALLY ) REALIZED MY WARDROBE WAS A COLLECTION v #OHEN SAID h)T PAINTS QUITE A HISTORYv

3934%-  35#+3 ,%33 4HIS SHIRT WAS CREATED BY AN !PPLE PROGRAMMING TEAM AND SOLD AT "OSTON -ACWORLD %XPO /N THE BACK IT READ h7EVE UPPED OUR STANDARDSˆUP YOURS
v 7EARING THE SHIRT AT THE %XPO GOT #OHEN BANNED FROM THE !PPLE BOOTH )T WAS EVENTUALLY IMITATED WIDELY $OZENS OF COMPANIES INSERTED THE NAME OF THEIR PRODUCT )NEVITABLY EVEN -ICROSOFT STOLE THE IDEA

3TANFORD 5NIVERSITYS LIBRARY CONTAINS A VOLUMINOUS COLLECTION OF !PPLE ARTIFACTS MOSTLY DONATED BY THE COMPANY 4HE COLLEC

-)#2/3/&43 6!#55- #,%!.%2 #OHEN IS FOND OF A 4 SHIRT 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 DAY THEY START MAKING VACUUM CLEANERSv !3 4(% !00,% 452.3 #OHEN LIKES THE PERSONAL TOUCH OF 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 OWNER *ACK -ILLER FOR AN EXTRA  -ILLER ALSO INCLUDES A CER TIlCATE OF BLESSING AND A PERSONAL THANK YOU NOTE $%!$ #/-0!.)%3 #OHEN ALSO LIKES AN OLD !PPLE 4 SHIRT WITH A BIBLICAL RIFF h4HE  #OMMAND +EYS v AND ONE COMMEMORAT ING !PPLES LONG GONE ONLINE EXPERIMENTAL COMMUNITY E7ORLD )N FACT #OHEN SAID HE USUALLY WEARS SHIRTS ONLY FROM COMPANIES THAT HAVE GONE OUT OF BUSINESS 4HIS IS A COMMON PRACTICE AMONG INDUSTRY JOURNALISTS 2EPORTERS ARE OFTEN GIVEN SHIRTS BUT BALK AT GIVING COMPANIES FREE ADVERTISING -ANY TAKE PRIDE IN WEARING THE 4 SHIRT ONLY AFTER THE COMPANY GOES UNDER

#OHEN NOW A DATABASE CONSULTANT AND COHOUSING EXPERT SAID GEEK 4 SHIRTS ARE A POPULAR AND INEXPENSIVE WAY OF hBRAND INGv A GROUP OR PROJECT h4HEY ARE SOMETHING YOU CAN SHOW 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 SIGNIlCANT 4HEY ARE INEXPENSIVE AND SOMETHING PEOPLE WOULD PAY FOR )T WAS SOMETHING YOU HAD TO DOv 7ITHIN !PPLE THE 4 SHIRT WAS A BIG PART OF CORPORATE CULTURE h!T !PPLE YOU COULDNT TALK ABOUT A PRODUCT BEFORE IT WAS RELEASED BUT YOU COULD PRINT A4 SHIRT WITH A CODE NAME TO GIVE A SENSE OF IDENTITY WITHIN A GROUP )T SAID @7ERE IN THIS TOGETHERv #OHEN SAID THE QUALITY OF A SHIRT WOULD OFTEN GIVE CLUES ABOUT THE HEALTH OF A PARTICULAR COMPANY OR HOW MUCH THEY WERE INVESTING IN A PRODUCT 4HE 4 SHIRTS ALSO GAVE #OHEN CLUES ABOUT WHAT WAS GOING ON INSIDE !PPLE &OR EXAMPLE AT ONE SHOW IN  A GROUP OF PROGRAMMERS PRODUCED A 4 SHIRT THAT MADE A MESS OF !PPLES SACROSANCT RAINBOW COLORED APPLE LOGO 4HE

FACT THEY GOT AWAY WITH IT TOLD #OHEN THE COMPANY WAS IN DIS ARRAY !T THE TIME OF COURSE !PPLES #%/ 'ILBERT !MELIO WAS BEING PUSHED OUT BY 3TEVE *OBS WHO HAD JUST BEEN BROUGHT BACK TO THE COMPANY #OHEN DIDNT JUST COLLECT SHIRTS )N  HE WHIPPED UP A QUICK COMPUTER NETWORK FOR THE 2ED #ROSS IN THE WAKE OF THE DISASTROUS ,OMA 0RIETA EARTHQUAKE "EFORE THE DUST HAD SETTLED #OHEN GRABBED A HANDFUL OF -ACS AND NETWORKING EQUIPMENT FROM "-5' AND TOOK THEM DOWN TO THE 2ED #ROSS COMMAND POST NEAR THE COLLAPSED #YPRESS FREEWAY IN /AKLAND )N LESS THAN  HOURS #OHEN HAD HELPED CREATE A DATABASE CONTAINING A LIST OF MORE THAN   VOLUNTEERS THEIR SKILLS THE HOURS THEY HAD WORKED AND OTHER DETAILS )T ALLOWED 2ED #ROSS PERSONNEL TO lND SAY A NURSE WHO SPOKE #AMBODIAN WHO HADNT BEEN WORKING FOR THE LAST  HOURS h4HE 2ED #ROSS HAD A MINICOMPUTER BUT IT HADNT BEEN SET UP YET v #OHEN SAID h4HEY WERENT SET UP TO RESPOND SO QUICKLY 4HEY HADNT TAKEN ADVANTAGE OF THE 0# REVOLUTION 7E WERE QUICK AND DIRTY AND REAL SIMPLEv 4HIS OF COURSE WAS IN THE PRE NETWORKING ERA 0#S WERE DIFl CULT TO NETWORK BUT -ACS DESIGNED FOR SCHOOLS WERE RELATIVELY EASY TO HOOK UP 4HE NETWORK HAD  TERMINALS AND ABOUT  VOLUNTEERS WORKING AROUND THE CLOCK )T WAS USED FOR MONTHS )T INSPIRED THE 2ED #ROSS TO DITCH MINICOMPUTERS AND MAINFRAMES FOR NETWORKS OF 0#S #OHENS NETWORK HELPED HIM LAND A JOB AT -AC7EEK BECAUSE HE MET ONE OF THE EDITORS WHILE VOLUNTEERING h2AINES IS A GREAT ORGANIZER v SAID FORMER -AC7EEK EDITOR $AVID -ORGENSTERN h)F HE WERE ALIVE IN THE S OR S HE WOULD HAVE BEEN A GREAT UNION ORGANIZER 2AINES BELIEVES THAT PEOPLE AND COMPUTERS CAN BE A FORCE FOR GOOD IN OUR SOCIETY !ND HIS SINCERITY BRINGS EVERYBODY ALONG (ES AN IDEALISTIC PERSON IN AN INDUSTRY WHERE ONLY PRODUCTS AND SALES ARE IDEALIZEDv



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½-Ê-/1 "Ê1- 1 ,IKE A LOT OF 53 IMMIGRANTS "RAZILIAN BORN PHOTOGRAPHER #AESAR ,IMA STARTED FROM SCRATCH WHEN HE MOVED TO ,OS !NGELES IN  ,IMA STRUGGLED FOR THE lRST FEW YEARS BUT NOW RUNS A THRIVING DIGITAL IMAGING STUDIO #AESAR 0HOTO $ESIGN WHICH HE HAS TURNED INTO A SHRINE TO THE TECHNOLOGY THAT HELPED MAKE HIM SUCCESSFUL !PPLE COMPUTERS ,IMAS STUDIO IS A MINI -AC MUSEUM (E HAS  -ACSˆFROM THE ,ISA TO THE #UBEˆON DISPLAY IN THE FRONT FOYER (E CON STRUCTED THE STUDIOS RECEPTION DESK FROM A STACK OF  WORKING -AC #LASSICS h-Y CLIENTS LOVE IT v HE SAID h%VERYONE IN THIS INDUSTRYˆART DIRECTORS DESIGNERSˆUSE -ACS4HEY COME TO THE STUDIO AND SPEND HALF AN HOUR LOOKING AT MY COLLECTION 4HEY SAY @,OOK AT THIS ) HAD ONE OF THESEv ,IMAS PHOTOGRAPHY STUDIO RUNS ON -ACS (E HAS NINE STATE OF THE ART -ACSˆTHREE 0OWER"OOKS FOUR 0OWER -AC ' WORKSTATIONS A COUPLE OF I-ACS AND AN E-AC USED MAINLY FOR SCANNING AND DIGITALLY MANIPULATING IMAGES ! -AC CONTROLS THE STUDIOS UNIQUE LIGHTING SYSTEMˆA CUSTOM SETUP RESEMBLING A THEATERS LIGHTING RIG ,IMA FURNISHED AN ENTERTAINMENT LOUNGE NEXT TO THE STUDIO WITH A COUPLE OF PLUMP SOFAS A BIG SCREEN46 AND AN I-AC DRIVEN SOUND SYSTEM 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 )T TOOK ME lVE OR SIX YEARS AND )M STILL GOINGv ,IMA EVEN TRIED TO PERSUADE HIS ASSISTANT TO GET AN !PPLE TAT TOO FOR A PHOTO SHOOT 3HE REFUSED OPTING FOR A TEMPORARY ONE INSTEAD h3HES ONLY JUST BEEN EXPOSED ;TO -ACS= v HE SAID h) THINK IN A COUPLE OF YEARS SHE WILL GO FOR ITv 2OVANE $URSO PRINCIPAL OF $URSO $ESIGN A DESIGN lRM BASED IN 3ANTA -ONICA #ALIFORNIA SAID h#AESARS -ACINTOSH COLLEC TION IS THE MOST INTENSE AND CRAZY THING ) HAVE EVER SEEN WHEN

IT COMES TO COMPUTERS )T IS ALMOST SCULPTURAL (ES TURNED HIS STUDIO INTO A MUSEUM
v ,IMA  ABANDONED A SUCCESSFUL CAMERA AND PHOTOGRAPHY BUSINESS IN HIS NATIVE 3AO 0AULO TO MOVE TO THE 3TATES 5NABLE TO lND A JOB EVEN AS A PHOTOGRAPHERS ASSISTANT HE WORKED AS A CLERK IN A 3AN &ERNANDO 6ALLEY CAMERA STORE %VENTUALLY HE PICKED UP SOME FREELANCE WORK WORKING OUT OF HIS GARAGE h4HE ONLY PROBLEM WAS MY CLIENTS WANTED TO CHECK OUT THE STUDIO v HE SAID h!ND IN THE SUMMER IT WAS HELL )T WAS LIKE AN OVEN INSIDE "UT ) HAD TO START SOMEWHEREv 4HESE DAYS ,IMA HAS A LONG LIST OF HIGH PROlLE CLIENTS SPREAD ALL OVER THE WORLD 3PECIALIZING IN PRODUCT PHOTOGRAPHY ,IMA HAS WORKED FOR 0IONEER 3EBASTIAN #APITOL 2ECORDS 9AMAHA AND 3ONY 0ICTURES AMONG OTHERS h#AESARS WORK CREATED THE IMAGE FOR OUR COMPANY THAT SET US APART FROM ANY OTHER COMPETITOR IN OUR CATEGORY v SAID *OHN !MIRI AN EXECUTIVE WITH :ODAX A HOME DECOR SUPPLIER h#ERTAIN CATALOGS THAT #AESAR HAS DONE FOR :ODAX ARE TREATED ALMOST AS @COFFEE TABLE DECORATIVE ACCESSORIESv 4HE KEY TO ,IMAS SUCCESS HAS BEEN DEVELOPING A SIGNATURE hLOOK v WHICHˆNATURALLYˆRELIES ON MANIPULATING HIS IMAGES ON THE COMPUTER ,IMAS PHOTOS ARE ALL TINTED WITH A DISTINCTIVE PALETTE THAT LOOKS DISTINCTLY ARTIlCIAL h) DONT SHOOT ANYTHING THAT LOOKS REAL v HE SAID h) LIKE TO BEND REALITYv (E ACHIEVES SOME OF THE EFFECTS IN CAMERAˆCOLORED LIGHTING MULTIPLE EXPOSURESˆAND lNISHES THEM OFF ON THE COMPUTER USING 0HOTOSHOP AND OTHER SOFTWARE PACKAGES %VEN THOUGH THE lNAL PHOTOS ARE OUTPUT IN DIGITAL FORMAT ,IMA STILL USES lLM FOR MANY SHOOTS h2IGHT NOW ) HAVE MORE MONEY IN THE COM PUTERS THAN THE CAMERAS AND )M A PHOTOGRAPHER v HE SAID h)TS AMAZING 4HEYVE CHANGED THE WHOLE BUSINESSv (E ADDED h)T IS FUNNY ) STARTED OUT ON A ;7INDOWS= 0# 7HEN ) BOUGHT MY lRST -AC ) FELT LIKE A KID AT #HRISTMAS 3INCE THEN ) AM ADDICTED TO IT &OR SURE !PPLE IS THE COOLEST COMPANY AN !MERICAN ICONv

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BRAND NEW -AC FROM !PPLE AND MORE THAN  TIMES FASTER THAN THE ORIGINAL MACHINE

4HE I-AC IS THE MOST POPULAR COMPUTER EVER MADE !PPLE SOLD SIX MILLION OF THE MACHINES WHICH FAR OUTSTRIPS SALES OF ANY OTHER MODEL OF PERSONAL COMPUTER "UT FOR SOME !PPLE ENTHUSI ASTS THE COMPANY WILL NEVER IMPROVE ON THE I-ACS PROGENITOR THE #OLOR #LASSIC

4HE #OLOR #LASSIC WAS LAUNCHED IN  AND DISCONTINUED A YEAR LATER )T IS STILL ONE OF THE MOST MINIATURE MACHINES EVER PRODUCED -EASURING LESS THAN ONE FOOT IN ANY DIRECTION AND WEIGHING ONLY  POUNDS IT IS ABOUT HALF THE SIZE OF THE I-AC

4HE #OLOR #LASSIC WAS INTRODUCED IN THE EARLY NINETIES "Y TODAYS STANDARDS IT IS A DINOSAUR 9ET THE #OLOR #LASSIC IS EAGERLY SOUGHT AFTER 3O MUCH SO IT IS HARD TO FIND ONE ESPE CIALLY IN !SIA )F YOU ARE LUCKY ENOUGH TO STUMBLE ACROSS A PREHISTORIC #OLOR #LASSIC IT COULD SET YOU BACK OVER  WHICH IS MUCH MORE THAN THE COST OF A SECOND HAND I-AC 4HE #OLOR #LASSIC IS DESIRABLE BECAUSE OF ITS SIZE )T IS STILL ONE OF THE SMALLEST MOST COMPACT COMPUTERS EVER MADE 4O BRING THESE AGING PAINFULLY SLOW MACHINES UP TO SPEED #LASSIC FANS HAVE FIGURED OUT SOME CLEVER WAYS TO UPGRADE ITS INTERNAL COMPONENTS 3OME IN FACT WILL GO TO ABSURD LENGTHS TO UPDATE THESE ANCIENT SLOTHS "UT SO SUCCESSFUL ARE THE UPGRADERS FOR A SHORT WHILE IN THE WINTER OF  A #OLOR #LASSIC WAS THE FAST EST -ACINTOSH ON THE PLANET 4HANKS TO A BRAND NEW  -(Z ' DAUGHTER CARD FROM AN UPGRADE MANUFACTURER WHICH HADNT YET MADE IT INTO !PPLES PRODUCTION LINE IT WAS FASTER THAN ANY

4HE DIMINUTIVE ALL IN ONE COMPUTER WAS THE LAST IN A LONG LINE OF COMPACT COMPUTERS FROM !PPLE 4HE hTOASTERv -ACS AS THEY WERE KNOWN INCLUDE THE -AC 3% AND THE -AC 0LUS 4HEY ALL FEATURED A BUILT IN MONITOR AND A CARRYING HANDLE BUILT IN TO THE TOP "UT UNLIKE ITS PREDECESSORS THE #OLOR #LASSIC DIDNT HAVE A BORING BLACK AND WHITE DISPLAY )T WAS THE FIRST TO HAVE A GLORI OUS COLOR SCREEN "ECAUSE OF ITS BUILT IN COLOR MONITOR THE #OLOR #LASSIC BECAME WELL AN INSTANT CLASSIC )T WAS POPULAR WITH STUDENTS BECAUSE IT DIDNT TAKE UP MUCH SPACE IN A DORM ROOM AND IT WAS PORTABLE !T A TIME WHEN NOTEBOOKS WERE SCARCE THE #OLOR #LASSIC COULD BE LUGGED FAIRLY EASILY TO AND FROM COLLEGE 4HE BURGEONING DESKTOP PUBLISHING INDUSTRY ALSO TOOK A SHINE TO THE #OLOR #LASSICS CRISP CLEAR  INCH COLOR SCREEN "UT TO KEEP SIZE AND COSTS TO A MINIMUM !PPLE HANDICAPPED THE #OLOR #LASSIC WITH A NUMBER OF CRIPPLING LIMITATIONS )T



WAS BASED ON AN AGING MOTHERBOARD ARCHITECTURE AND HAD AN UNBEARABLY SLOW  -(Z PROCESSOR WHICH WAS A SNAIL EVEN IN ITS DAY !ND IT COULDNT BE UPGRADED 4HE PROCESSOR WAS SOLDERED TO THE MOTHERBOARD !PPLE ALSO LIMITED THE #OLOR #LASSICS MAXIMUM MEMORY TO ONLY -" !T THE TIME 2!WAS EXPENSIVE BUT -" OF 2!- ISNT ENOUGH TO DO ANY THING NOW 4HE AVERAGE 7EB BROWSER DEMANDS TWICE AS MUCH MEMORY JUST TO GET UP AND RUNNING "Y TODAYS STANDARDS THE #OLOR #LASSIC IS WAY TOO UNDER POWERED FOR TASKS LIKE 7EB BROWSING LET ALONE FOR RUNNING POWER HUNGRY APPLICATIONS LIKE GRAPHICS OR GAMES 4ODAY THE #OLOR #LASSIC IS GOOD ONLY FOR RUDIMENTARY WORD PROCESSING OR EMAIL !ND YOUD BETTER TURN ON THE TELEVISION OR OPEN A NEWS PAPER IF YOU PLAN TO RUN A COMPUTATIONALLY DEMANDING TASK LIKE A SPELLING CHECKER )T IS SO LIMITED THE ,OW %ND -AC 7EB SITE HTTPWWWLOWENDMACCOM HAS DESIGNATED IT A h2OAD !PPLEvˆONE OF THE WORST MACHINES !PPLE HAS EVER MADE "UT ACROSS THE WORLD SCORES OF ENTERPRISING FANS OF THE UNDER SIZED MACHINE HAVE FOUND SOME INNOVATIVE WORKAROUNDS h)TS A BRILLIANT MACHINE BUT ITS SO PAINFULLY SLOW v SAYS 2EV 3TUART "ELL A CHURCH MINISTER IN %NGLAND WHO MAINTAINS A 7EB SITE ABOUT UPGRADING #OLOR #LASSICS h.OTHING QUITE MATCHES ITS COMPACT LOOK AND PORTABILITY )TS THE DEFINITIVE -ACv 2EV "ELL IS A LOCAL PARISH PRIEST IN RURAL 3USSEX "EFORE BECOM ING A MAN OF THE CLOTH "ELL TRAINED AS AN ELECTRICAL ENGINEER (E UPGRADED HIS #OLOR #LASSIC WITH A  -(Z ' CHIP WHICH MAKES IT FASTER THAN THE ORIGINAL I-ACS 4O INSTALL THE NEW CHIP 2EV "ELL FIRST HAD TO INSTALL A NEW MOTHERBOARD (E USED A BOARD FROM AN OLD -AC ,#  WHICH ACCEPTS PLUG IN DAUGHTER CARDS CONTAINING THE CENTRAL PROCES SOR 2EV "ELL CHOSE A DAUGHTER CARD WITH A  -(Z E 2)3# PROCESSOR WHICH BOOSTS HIS LITTLE #OLOR #LASSIC TO  TIMES THE SPEED IT ORIGINALLY OPERATED AT4O MAKE ROOM FOR THE NEW MOTH ERBOARD AND ADD AN EXTRA POWER SUPPLY 2EV "ELL HAD TO HACK AWAY HUGE CHUNKS OF THE COMPUTERS INTERIOR CASING )T COST HIM A COUPLE OF HUNDRED DOLLARS AND ABOUT  HOURS OF WORK (E FRIED THREE #OLOR #LASSICS FIGURING OUT HOW TO DO IT (IS TWO KIDS NOW USE IT FOR GAMES AND HOMEWORK 5PGRADING #OLOR #LASSICS HAS BECOME SO POPULAR THAT IN SOME PARTS OF THE WORLD PRICES ON THE OLD MODELS HAVE BEEN DRIVEN UP AND THEY ARE ALMOST IMPOSSIBLE TO FIND )N PARTS OF !SIA BUYERS WILL PAY IN EXCESS OF  COMPARED TO ABOUT  IN

THE 5NITED 3TATES REPORTS 0ATRICK .G WHO CREATED A 7EB SITE DOCUMENTING HIS STRANGE OBSESSION WITH THE MACHINE WHICH HE CALLS HIS h#OLOR #LASSIC &IXATION 3YNDROMEv h) NOW SEE THE UNCOMPROMISING BEAUTY AND ELEGANCE FROM ;THE= #OLOR #LASSIC EVEN MORE OBVIOUSLY IT SIMPLY SHINES v .G WRITES h!S THIS MYSTIC DISCOVERY CONTINUES MY SUPER EGO SEEMS TO WARN ME ;OF= THE DANGER OF THE GAME THE EMOTIONAL ATTACHMENT TO A PHYSICAL OBJECTv )N *APAN THERE IS A CLUB DEVOTED ENTIRELY TO UPGRADING THE #OLOR #LASSIC CALLED THE #LUB FOR #REATING THE 3TRONGEST #OLOR #LASSIC 4HE CLUB BOASTS MORE THAN  MEMBERS WHO HAVE FIGURED OUT WAYS TO INSTALL THE FASTEST CHIPS THE BIGGEST HARD DRIVES STEREO SOUND SLOT LOADING #$ 2/- DRIVES AND EXPANSION SLOTS FOR THINGS LIKE THE LATEST $ VIDEO ACCELERATION CARDS h7E WANT TO USE ;THE #OLOR #LASSIC= FOREVER WITH HIGH PERFORMANCE v EXPLAINED -IKIO +OBAYASHI A MEMBER OF THE CLUB WHO HAS UPGRADED HER MACHINE WITH A ' CHIP h7E LIKE THIS SHAPE AND CONCEPT OF COMPACT -AC 4HIS HAS A NICE 4RINITRON CATHODE RAY TUBE AND SMALL SIZEv 4OM /WAD WHO RUNS !PPLEFRITTER A SITE DEDICATED TO -AC MODI FICATIONS SUGGESTS THAT THE CRAMPED LIVING QUARTERS OF MANY *APANESE APARTMENTS LENDS THE DIMINUTIVE #LASSIC ITS AIR OF DESIRABILITY h4HE LAND SHORTAGE HAS A LOT TO DO WITH IT v HE SAID 4HERE IS ALSO THE hCUTENESSv FACTOR 4HE I-AC MAY BE COOL BUT THE #OLOR #LASSIC IS INFINITELY hCUTERv 4HE STRONGEST MACHINE IN THE CLUB BELONGS TO -R -ISUTIKU WHO INSTALLED A  -(Z ' CHIP AND A 46 TUNER WITH A REMOTE CONTROL &OR A WHILE -R -ISUTIKUS #OLOR #LASSIC WAS THE FASTEST -ACINTOSH AVAILABLE ANYWHERE 3OMEHOW -R -ISUTIKU MAN AGED TO PROCURE ONE OF THE FIRST  -(Z CHIPS OFF THE ASSEMBLY LINE AT -OTOROLA (E EVEN BEAT !PPLE WHICH DIDNT START SELLING ITS FIRST  -(Z 0OWER -ACINTOSHES UNTIL SIX MONTHS LATER 4HE #LUB FOR #REATING THE 3TRONGEST #OLOR #LASSIC WAS FOUNDED BY 4AKASHI )MAI A WRITER FOR A *APANESE -ACINTOSH MAGA ZINE AND -AKOTO !KIZUKI "ETWEEN THEM THE PAIR PIONEERED NUMEROUS WAYS OF SLICING AND DICING MOTHERBOARDS FROM LATER MACHINES TO MAKE THEM FIT INSIDE THE #OLOR #LASSICS CRAMPED CASING ,AST YEAR )MAI AND !KIZUKI PUBLISHED A DETAILED HOW TO BOOK WITH INSTRUCTIONS FOR UPGRADING THE #OLOR #LASSICS INTERNAL COMPONENTS 4HE INSTRUCTIONS ARE AVAILABLE ON THE CLUBS 7EB SITE HTTPKANCHANHNORG 

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4HE MOST POPULAR METHOD IS TO TAKE A MOTHERBOARD FROM A 0OWER -ACINTOSH  OR  SERIES MACHINE WHICH CAN BE FOUND FOR ABOUT  ON SITES LIKE E"AY4HEN THE #OLOR #LASSICS VIDEO NEEDS TO BE FIXED )TS STANDARD MONITOR RESOLUTION IS  BY  PIXELS WHICH ISNT BIG ENOUGH TO RUN MODERN SOFTWARE APPLICATIONS LIKE 7EB BROWSERS 4O UPGRADE THE RESOLUTION TO  BY  PIXELS THE VIDEO SCANNING VOLTAGE NEEDS TO BE UPPED FROM  TO  VOLTS4HE OPERATION REQUIRES THE CUTTING OF ONE INTERNAL WIRE ON THE VIDEO CIRCUIT BOARD AND THE SOLDERING OF ANOTHER "UT FIDDLING AROUND INSIDE A #OLOR #LASSIC CAN BE EXTREMELY DAN GEROUS )TS CATHODE RAY TUBE CAN DELIVER A POTENTIALLY FATAL SHOCK )NSTEAD OF DICING WITH DEATH #LASSIC FANS CAN ORDER AN ALREADY UPGRADED #OLOR #LASSIC FROM SPECIALISTS LIKE -AXUS #OMPUTER IN *APAN HTTPWWWMAXUSCOMPUTERCOM  )N  THE COMPANY OFFERED CUSTOMERS THE GUTS OF AN I-AC SHOEHORNED INTO AN OLD #OLOR #LASSIC FOR   MORE THAN THE PRICE OF TWO BRAND NEW I-ACS AT THE TIME "UT WHEN IT WAS DONE THE LITTLE MACHINE BOASTED A  -(Z ' CHIP AND A '" HARD DRIVE )N #ANADA *APANESE ENGINEER "ALL #HAI HAS SPENT A LOT OF TIME AND MONEY IN HIS QUEST TO UPGRADE HIS MACHINE TO A  -(Z ' AND AN ,#$ TOUCH SCREEN (ES RUINED FOUR #OLOR #LASSICS AND CANNIBALIZED A SIMILAR NUMBER OF 0OWER -ACS #HAI OWNS 4ANGAL #OMMUNICATION A #ANADIAN ,INUX DISTRIBU TOR h) NEED TO MAKE A LIVING TO SUPPORT MY INTERESTS v HE JOKES

h(AVING A STRONG #OLOR #LASSIC IS LIKE OWNING A HOT ROD CAR )TS IMPRACTICAL BUT ITS COOL 4HERE ARE A LOT OF PEOPLE WHO WILL PAY ANY PRICE TO HAVE ONEv )N  #HAI WAS HOPING TO UPGRADE THE MACHINE TO A ' CHIP WHICH !PPLE BOASTED CAPABLE OF  BILLION OPERATIONS A SECOND OR A GIGAFLOP h7HEN YOU SEE THE FORM AND THE SHAPE YOU KNOW IT IS CLASSIC !PPLE v #HAI SAYS h) LIKE TO KEEP IT LIVINGv #HAI ALSO OWNS AN EXTREMELY RARE #OLOR #LASSIC WITH A CLEAR CASE )T IS ONE OF ONLY THREE IN EXISTENCE BUILT BY !PPLE ENGINEERS AS PROTOTYPES *OHN 3TOCKER A 7EB DESIGNER HAS CONVERTED THREE #OLOR #LASSICS WITH THE GUTS OF 0OWER -AC S (E UPGRADED ONE OF HIS MACHINES WITH A  -(Z CHIP '" HARD DRIVE -" OF 2!- %THERNET NETWORKING VIDEO INPUT AND OUTPUT INCLUDING 3 6IDEO TWO 0#) EXPANSION SLOTS AND A 6OODOO ))) VIDEO CARD h!LL THIS COMPUTING GOODNESS IS CRAMMED INTO A SPACE THE SIZE OF A LUNCH BOX v HE WRITES ON HIS 7EB PAGE WHICH IS ENTITLED h-Y %XERCISE )N !BSURDITYv HTTPGLOWSOFTCOMSFSPCC  h4HIS WAS NO SMALL TASK v HE CONTINUES h)N FACT IT TOOK ME FOUR MONTHS OF GRUELING WORK TO COMPLETEv 3TOCKER SAYS HE HAD TO MAKE MAJOR STRUCTURAL CHANGES TO THE INSIDES OF THE #OLOR #LASSIC TO FIT IT ALL IN h#OOLING FANS NEEDED TO BE ADDED VOLT AGE REGULATORS NEEDED TO BE MADE AND PLASTIC NEEDED CUTTING FILING AND DRILLING v HE SAYS h)TS AMAZING HOW MUCH YOU CAN LEARN ABOUT COMPUTERS BY DIGGING AROUND INSIDE ONE 4HAT ALONE IS JUSTIFICATION TO DO THISv

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%VERY-AC A SITE THAT LISTS USED -ACINTOSH PRICES IT HAS A RESALE VALUE OF ZERO 4HE ,OW %ND -AC 7EB SITE ESTIMATES THE MACHINES VALUE AT  UNLESS IT INCLUDES THE BOX MANUALS SOFT WARE DISKS AND ASSUMING AN INTERESTED COLLECTOR CAN BE FOUND #HRIS ,AWSON A COLUMNIST FOR ,OW %ND -AC SAID A SPOTLESS -ACINTOSH + WITH ORIGINAL PACKAGING AND DOCUMENTATION MIGHT GO FOR ABOUT  WHICH IS STILL  SHORT OF THE PRICE OF THE EMPTY BOX h! MINT ONE WITH FULL PACKAGING MANUALS AND WHATNOT WENT FOR  OR SO A YEAR BACK ON E"AY v HE SAID 0RESUMABLY THE BUYER OF THE EMPTY BOX WAS INTERESTED IN PUT TING TOGETHER SUCH A PACKAGE 5NFORTUNATELY THE WINNING BIDDER COULDNT BE CONTACTED FOR AN EXPLANATION (OWEVER (ASTINGS FORWARDED AN EMAIL FROM ONE OF THE BIDDERS WHO DISCUSSED THE BOXS APPEAL WITH (ASTINGS h9OU HAD THREE OR MORE BID DERS THAT REALLY WANTED THIS BECAUSE IT WILL COMPLETE THEIR -AC  + SYSTEM v THE CORRESPONDENT WROTE h)F YOU DO NOT COLLECT ANYTHING IT IS A LITTLE HARD TO UNDERSTAND BUT TAKE IT FROM A SEASONED COLLECTOR SEEING SOMETHING NICE AS WHAT YOU HAD THERE IS PURE BLISSv 4HE CORRESPONDENT SAID HE WAS MOST IMPRESSED WITH THE PLASTIC SLIPCOVERS FOR THE KEYBOARD AND MOUSE WHICH ARE EXTREMELY HARD TO COME BY h!S AN !PPLE COLLECTOR FOR OVER  YEARS NOW YOU HAD SOMETHING THAT WAS IN VERY GOOD CONDITION AND IS VERY RARE ) MAY ADD -OST PEOPLE THREW THEM AWAY OR USED THEM AS MOVING BOXES WROTE ON THEMˆYOU GET THE PICTURE    2EMEMBER "EAUTY IS IN THE EYE OF THE BEHOLDERv





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4HERE IS RENEWED INTEREST IN RETRO COMPUTING !S WELL AS "RIELS !PPLE ) THE &ISCHER &REITAS #OMPANY IS BUILDING A LIMITED SUP PLY OF THE CLASSIC )-3!)  AN EARLY PERSONAL COMPUTER MADE FAMOUS BY -ATTHEW "RODERICK IN THE MOVIE 7AR'AMES "RIEL STILL HAS A COUPLE OF TECHNICAL AND LEGAL HURDLES TO OVER COME (IS PROTOTYPE HAS A COUPLE OF HARDWARE GLITCHES THAT NEED TO BE IRONED OUT AND HIS PLAN HASNT YET BEEN CLEARED WITH !PPLE OR 7OZ !PPLE LIKELY HOLDS COPYRIGHTS ON THE MACHINES DESIGN !ND ALTHOUGH "RIEL REDESIGNED THE MOTH ERBOARD BECAUSE SOME OF THE CHIPS ARE HARD TO FIND HE MAY STILL NEED TO LICENSE THE 2/-ˆA SET OF HARD WIRED INSTRUCTIONS NECESSARY TO RUN ORIGINAL !PPLE ) SOFTWARE !PPLE DIDNT RESPOND TO REQUESTS FOR COMMENT )F "RIEL GETS !PPLES CONSENT THE REPLICA WILL BE THE FIRST !PPLE CLONE SINCE THE COMPANY KILLED CLONE LICENSES IN  !LTHOUGH IT WAS NOT THE FIRST PERSONAL COMPUTER THE !PPLE ) IS WIDELY CON SIDERED THE TOUCHSTONE OF THE PERSONAL COMPUTER REVOLUTION 4HE MACHINES WERE BARELY MORE THAN MOTHERBOARDS #USTOMERS HAD TO ADD THEIR OWN CASE AND KEYBOARD AND WIRE THE MACHINE DIRECTLY TO THE GUTS OF A MONITOR WHICH IN THOSE DAYS LACKED VIDEO JACKS #USTOMERS PROGRAMMED THE MACHINE THEMSELVES ! TAPE DRIVE FOR STORING PROGRAMS WAS AVAILABLE AS AN OPTION #OMPARED WITH OTHER EARLY PERSONAL COMPUTERS THOUGH THE !PPLE ) WAS VASTLY MORE USER FRIENDLY 4HE -)43 !LTAIR  FOR EXAMPLE HAD NO KEYBOARD MONITOR OR PROGRAMMING LANGUAGE 0ROGRAMS WERE ENTERED BY HAND IN BINARY MACHINE CODE VIA A FRONT PANEL OF SWITCHES AND LIGHTS h4HE !PPLE ) WAS AN IMPOR TANT STEP v SAID 3TEVE 7OZNIAK IN AN EMAIL h)T TOOK THE STEP OF SAYING THAT THE LOW COST COMPUTER WOULD HAVE A 17%249 KEYBOARD AND NO FRONT PANEL AND WOULD HAVE A PROGRAMMING LANGUAGE 4HESE WERE BRAVE STEPSv

&OR SOME THE HISTORIC COMPUTER EXERTS A MYSTICAL ATTRACTION /NE OWNER WHO ASKED TO REMAIN ANONYMOUS DESCRIBED SEEING HIS !PPLE ) FOR THE FIRST TIME h) SLOWLY OPENED THE BOX LOOKED AT 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 TER FROM THE 4RUE #ROSS     ,OOKING AT THAT TINY WOOD FRAGMENT GAVE ME A CHILL 4HE !PPLE ) GAVE ME A SIMILAR CHILLv 4HESE DAYS THE !PPLE ) IS RARELY OFFERED FOR SALE h&ROM A COLLECTORS VIEWPOINT THE !PPLE ) IS CERTAINLY THE MOST DESIR ABLE COMPUTER !PPLE EVER MADE v SAID 4OM /WAD AN !PPLE HISTORIAN WHO RUNS THE !PPLEFRITTER 7EB SITE )T IS UNKNOWN HOW MANY !PPLE )S ARE STILL IN CIRCULATION 3ELLAM )SMAIL ORGANIZER OF THE 6INTAGE #OMPUTER &ESTIVAL AND A CLASSIC COMPUTER BROKER ESTIMATED THERE ARE FEWER THAN  h) KNOW OF  IN EXISTENCE v HE SAID h)M ESTIMATING THAT THERE MAY BE AS MANY AS  TO  TOTAL STILL AROUNDv 2ISING PRICES FOR THE !PPLE ) IN THE LATE SˆONE MACHINE SOLD FOR  ˆRAISED THE SPECTER OF FORGED !PPLE )S -ANY OF THE !PPLE ) CHIPS ARE STILL AVAILABLE TO KNOWLEDGEABLE FORGERS ALTHOUGH SOME ARE EXTREMELY RARE )F A FORGER COULD GET A HOLD OF THE PARTS PASSING IT OFF AS AN ORIGINAL WOULD BE RELATIVELY EASY 3ALES WERE NEVER DOCUMENTED 4HERES NO PAPER TRAIL TO PROVE OR DISPROVE AUTHENTICITY 4O PROTECT AGAINST A SUDDEN FLOOD OF FAKE !PPLE )S AT LEAST ONE OWNER HAS SEALED HIS MACHINE IN A STORAGE BOX ALONG WITH SEV ERAL PACKETS OF MOISTURE REDUCING PELLETS h) DONT WANT ANYONE TO CONFUSE MY AUTHENTIC !PPLE ) WITH REPLICAS THAT MAY APPEAR IN THE COMING YEARS v SAID THE OWNER WHO REQUESTED ANONYM ITY h) CAN ALWAYS SAY THAT MY !PPLE ) WAS SEALED AND PUT INTO STORAGE BEFORE THE REPLICAS BEGAN TO APPEARv




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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 ITˆTHE #)! THE $EPARTMENT OF $EFENSEˆOR WHERE IT CAME FROMv 4HE -ACS INNOCENT LOOKING BEIGE METAL CASE IS IN FACT A &ARADAY CAGEˆA METAL MESH THAT STOPS THE COMPUTER FROM RADIATING ELECTROMAGNETIC SIGNALS )T HAS A FLIP DOWN PANEL ON THE FRONT FOR A "ERNOULLI DRIVEˆA 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 ONLY ONE KNOWN 4HERES NO EVIDENCE OF ANY OTHER EXISTING MACHINES OUT THERE 4HERES NO RECORD OF IT AT !PPLE "UT ITS A REAL !PPLE MACHINEˆIT WASNT MADE OR ADAPTED BY ANOTHER COMPANYˆSO IT MUST HAVE BEEN A CLASSIFIED PROJECTv

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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 DESIGNˆTHEY RETAINED THE LOOK AND FEEL OF AN OFF THE SHELF -ACˆ#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 A4EMPEST 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



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, )N ADDITION TO THE "LACK -AC $AMERS $IGI"ARN FEATURES A COL LECTION OF VINTAGE -ACS INCLUDING ONE OF THE FIRST -ACS EVER SHIPPED COMPLETE WITH ALL ITS SHIPPING MATERIALS AND DOCU MENTATION (E ALSO HAS AN !PPLE )) '3 h7OZ %DITIONvˆTHE LAST OF THE !PPLE ))S SPECIALLY DESIGNED BY !PPLE COFOUNDER 3TEVE 7OZNIAK AND ADORNED WITH HIS NICKNAME $AMER POPPED THE LID TO REVEAL THE '3S MOTHERBOARD h)TS A CLASSIC 7OZ DESIGN v $AMER EXPLAINED h&EW CHIPS ,OTS OF SLOTS /PENv (E GESTURED TO THE ORIGINAL -ACINTOSH THE BRAINCHILD OF 3TEVE *OBS SITTING ON A BENCH NEARBY h4HE -AC IS FROM THE SAME TIME BUT IS THE TOTAL OPPOSITE v HE SAID h*OBS CLOSED IT UP 9OU NEED A SPECIAL SCREWDRIVER TO OPEN THE CASE .O SLOTS #LOSED AND PROPRIETARY 4HERES THE TWO CULTURES OF !PPLE RIGHT THERE /NE OPEN ONE CLOSEDv $AMERS MUSEUM HOUSES A NUMBER OF -AC ODDITIES LIKE A /UIJA BOARD GAME CALLED 'YPSY BY -AGNUM 3OFTWARE )NSTEAD OF GATHERING AROUND AN UPTURNED WINE GLASS EVERYONE PUTS

THEIR FINGER ON THE COMPUTERS MOUSE 4HE LETTERS OF THE /UIJA BOARD ARE DISPLAYED ON THE COMPUTERS SCREEN h)T COMBINES THE ILLOGIC OF THE SPIRIT WORLD WITH THE LOGIC OF COMPUTERS v SAID $AMER h)TS A GREAT IDEA FOR A GAMEv 4HE PRIDE OF $AMERS COLLECTION IS A #RAY ! 3UPERCOMPUTER A GIANT MULTIMILLION DOLLAR DINOSAUR FROM THE #OLD 7AR USED TO SIMULATE NUCLEAR WEAPONS 4HESE DAYS ITS COMPUTING POWER IS ROUGHLY EQUIVALENT TO A  -(Z 0ENTIUM 0# 4HE $IGI"ARN ALSO SHOWCASES ABOUT   NERDY4 SHIRTS DONATED BY 4AYLOR "ARCROFT WHO COLLECTED THEM OVER THE COURSE OF ATTENDING A DECADES WORTH OF TRADE SHOWS !ND THERE ARE LOTS OF ORIGINAL DOCUMENTS LIKE THE FIRST ISSUE OF "YTE -AGAZINE $AMER IS WORKING HARD TO GET MOST OF HIS MACHINES OPERATING WITH ORIGINAL SOFTWARE SO THAT PEOPLE CAN RELIVE THE EARLY DAYS OF COMPUTING h%VERY TIME YOU BRING A NERD TO THE COMPUTER MUSEUM THEIR FACES LIGHT UP WITH MEMORIES v SAID 'ALEN "RANDT $AMERS PARTNER h9OU SEE GROWN MEN CRYING WHEN THEY SEE SOME OF THESE SYSTEMSv



/ Ê 7/" 7HEN *ONATHAN 7ISES (ANDSPRING 6ISOR ORGANIZER DIED HE DECIDED TO GET A DIFFERENT HANDHELD !FTER SHOPPING AROUND HE FOUND A MACHINE THAT DID IT ALL 7EB EMAIL CALENDAR AND ADDRESS 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 ALL !PPLES .EWTON WHICH IS STILL GOING STRONG DESPITE BEING DISCONTINUED BY !PPLE IN  4HE .EWTON SHOULD HAVE GONE AWAY BUT AMAZINGLY IT HAS KEPT CURRENT IN BOTH HARDWARE AND SOFTWARE THANKS TO THE EFFORTS OF .EWTON ENTHUSIASTS 4HE .EWTON COMMUNITY IS HOLDING STEADY )T MAY EVEN BE GROWING h4HE HANDWRITING RECOGNITION IS UNBELIEVABLE v 7ISE SAID h"UT THE BEST THING ABOUT OWNING A .EWTON HAS TO BE THE COMMUNITY )N THE TIME IT TAKES TO GET PUT ON HOLD BY A (ANDSPRING TECH SUPPORT AGENT YOU CAN HAVE  DIFFERENT SOLUTIONS FOR YOUR PROBLEM FROM .EWTON USERS WORLD WIDE     )D MUCH RATHER HAVE AN OUT OF WARRANTY PRODUCT WITH THIS COMMUNITY BEHIND ME THAN A BRAND NEW PRODUCT BACKED BY (EWLETT 0ACKARD OR 0ALMv 2ELEASED IN  THE .EWTON WAS ONE OF THE FIRST 0$!S PER SONAL DIGITAL ASSISTANTS ON THE MARKET %ARLY MODELS WERE BULKY EXPENSIVE AND BUG RIDDEN !PPLE MARKETED THE .EWTON POORLY AND IT WAS WIDELY RIDICULED A MEMORABLE $OONESBURY STRIP BY 'ARRY 4RUDEAU EFFECTIVELY DOOMED THE DEVICE ,ATER MODELS WERE VASTLY IMPROVED BUT THE .EWTON NEVER TOOK OFF 0ALM STEPPED IN AND QUICKLY DOMINATED THE HANDHELD MARKET WITH THE WILDLY POPULAR 0ALM0ILOTS WHICH WERE SMALLER CHEAPER AND EASIER TO USE )N  0ALM HAD A  PERCENT MARKET SHARE 7INDOWS #% HAD  PERCENT AND .EWTON JUST  PERCENT ACCORDING TO MARKET RESEARCH FIRM $ATAQUEST !T THE HEIGHT OF ITS POPULARITY ONLY AN ESTIMATED   .EWTONS WERE IN USE !PPLE FINALLY KILLED THE .EWTON IN &EBRUARY  AFTER 3TEVE *OBS RETURNED TO THE COMPANY EVEN THOUGH FANS DEMONSTRATED IN THE PARKING LOT OF !PPLES #UPERTINO CAMPUS !PPLE OFFICIALS GAVE THEM COFFEE AND COOKIES BUT REFUSED TO RESURRECT THE DEVICE &ANS STILL TAKE THEIR .EWTONS TO *OBS KEYNOTE SPEECHES AT -ACWORLD AND WAVE THEM IN THE AIR IN SILENT PROTEST )T DOESNT SEEM TO MATTER THOUGH 7ITHOUT ANY HELP FROM !PPLE .EWTON USERS HAVE KEPT THE PLATFORM CURRENT WITH TECHNOLOGI CAL CHANGES THROUGH A SERIES OF SOFTWARE HACKS AND HARDWARE

FIXES MOST OF WHICH ARE FREELY AVAILABLE h4HERES A LOT OF SEN TIMENTALITY FOR THE HARDWARE v SAID AFICIONADO 6ICTOR 2EHORST A GRAD STUDENT AND PROGRAMMER FROM 4ORONTO WHO MAINTAINS THE POPULAR .EWTON4ALK MAILING LIST h0EOPLE TRY TO KEEP IT GOING AS LONG AS THEY CANv 7IRELESS NETWORKS LIKE 7I &I B '3- AND '023 ALL EMERGED AFTER THE .EWTON WAS KILLED BUT .EWTON HACKERS HAVE RELEASED SOFTWARE TO SUPPORT THEM ALL4HERES ALSO AN -0 PLAYER FOR THE .EWTON CALLED -AD -AX ADAPTED FOR THE .EWTON BY %CKHART +ÚPPEN %RIC 3CHNECK WROTE AN I4UNES PLUG IN THAT SYNCS A .EWTON WITH !PPLES DIGITAL JUKEBOX 3URE THE .EWTONS LIMITED PROCESSING POWER  -(Z PROCES SOR AND MEMORY AVERAGE -" LIMITS STORAGE TO A HANDFUL OF SONGS AT A FAIRLY LOW BIT RATE BUT IT SAVES .EWTON USERS  ON AN I0OD4HE .EWTON ALSO HAS NO HEADPHONE JACK ALTHOUGH ONE CAN BE FASHIONED WITH AN INEXPENSIVE HOMEMADE DONGLE 4HE BIGGEST PROBLEM WITH A .EWTON IS ITS SIZE )TS AS BIG AS A BRICK h0EOPLE MAKE FUN OF YOUR .EWT v 7ISE SAID h-Y BOSS ONCE ASKED ME IF IT WAS ACTUALLY A FLATBED SCANNERv $ESPITE THE DRAWBACKS OF THE AGING HARDWARE FANS WILL ARGUE THE .EWTONS MERITS OVER NEWER DEVICES 4HE HANDWRITING RECOGNITIONˆARGUABLY THE BEST EVERˆBIG SCREEN AND SUPERB NETWORKING CAPABILITIES ARE STILL BETTER THAN NEWER COMPET ING DEVICES THEY ARGUE h4HE .EWTON WAS ALWAYS THE &ERRARI TO THE 0ALMS 9UGO v SAID 0ETER -ARKEL )DEACASTS PRODUCER FOR 0LANET.EWTONCOM h(ARDWARE WISE .EWTON COULD AND MOSTLY STILL DOES RUN RINGS AROUND THE 0ALM PLATFORMv 4HE HARDWARE HAS ALLURE BUT MOST USERS ARE ATTRACTED TO THE COMMUNITY 0LUS THE .EWTON IS NO LONGER !PPLES DEVICE )T BELONGS TO THE USERS h)TS THE OPEN SOURCE SPIRIT v 3CHNECK SAID h) WRITE FOR THE .EWTON BECAUSE ITS A COMMUNITY TO WHICH ) CAN MAKE A VISIBLE CONTRIBUTIONv -ARKEL ESTIMATED THAT   DAY TO DAY .EWTON USERS REMAIN AND THE COMMUNITY MAY EVEN BE GROWING 2EHORSTS .EWTON4ALK MAILING LIST HAS GROWN BY  SUBSCRIBERS IN THE PAST YEAR ALONE4HREE NEW USER GROUPS WERE LAUNCHED LAST YEAR IN ,OS !NGELES 7ASHINGTON AND 4ORONTO 4HERE ARE ABOUT  ACTIVE USER GROUPS WORLDWIDE CONCENTRATED IN THE 5NITED 3TATES *APAN +OREA &RANCE AND $ENMARK h4HE .EWTON COMMUNITY IS GREAT FRIENDLY AND VERY COMPETENT v SAID -ARCO 0OLENTA AN )TALIAN .EWTON FAN h.EWTON DEVELOPERS ARE STILL CONTINUING TO WORK ON .EWTON PROJECTS AND MOST OF THEIR SOFTWARE IS SHAREWARE OR FREEWARE ) THINK THIS IS VERY COOLv

2EHORST MAINTAINS A COMPREHENSIVE ARCHIVE OF .EWTON SOFTWARE (ES COLLECTED ABOUT   TITLES AND NEW ONES ARE ADDED EVERY WEEK HE SAID 4HERES ALL KINDS OF SOFTWARE FROM 4ELNET CLIENTS TO BIORHYTHM CALCULATORS

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!LBERT -UNIZ A CONSUMER BEHAVIORIST AT $E0AUL 5NIVERSITY IN #HICAGO IS STUDYING THE .EWTON COMMUNITY (E SAID .EWTON USERS PROVIDE EACH OTHER INVALUABLE TECH NICAL AND SOCIAL SUPPORT 7ITHOUT IT MANY WOULD ABANDON THE PLATFORM h0EOPLE STICK WITH THE .EWTON BECAUSE THE COMMUNITY IS SO STRONG v -UNIZ SAID h)F THEY HAVE A PROBLEM THEY TURN TO THE COLLECTIVE GENIUS OF THE GROUP TO GET AN ANSWERv

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 $EVAN 3IMUNOVICH IS A ONE MAN -ACINTOSH RETRO REVIVALIST4HE  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 SHOWSˆCIRCA  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



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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 NUMBER OF VIDEO WALLS MADE FROM STACKED COMPACT -ACS 4HE MOST AMBITIOUS WAS BUILT FROM  MACHINES ARRANGED IN A FIVE BY FIVE GRID WHICH WAS DISPLAYED AT A RECENT FUND RAISER FOR THE UPCOMING 4RANSCINEMA FESTIVAL

SERVER FULL OF SOFTWARE FOR BLACK AND WHITE MACHINES MOSTLY CLASSIC GAMES )NTERESTINGLY THE SERVER IS AN OLD 3% WITH AN UPGRADED '" INTERNAL HARD DRIVE AND AN EXTERNAL '" DRIVE &OR SUCH AN OLD MACHINE IT RUNS WELL AS LONG AS THERE ARE NOT MORE THAN  OR  PEOPLE LOGGED ON

3IMUNOVICHS VIDEO WALL HAS ALSO BEEN SHOWN AT 3AN &RANCISCOS -USEUM OF -ODERN !RT AND VARIOUS OTHER GALLERIES AROUND #ALIFORNIA 3IMUNOVICH CREATED A NUMBER OF BLACK AND WHITE MOVIES TO PLAY ON THE WALL CONSISTING OF RANDOM IMAGERY BITS OF MOVIES FOUND ON THE .ET ABSTRACT TEXTURES AND BLACK AND WHITE 7EBCAM FOOTAGE TAKEN AT THE EVENT

h! LOT OF PEOPLE ARE DRAGGING OLD MACHINES OUT OF CLOSETS AND GETTING THEM RUNNING AGAIN v 3IMUNOVICH SAID h) WAS CONTINU ALLY AMAZED BY THE STEADY FLOW OF PEOPLE COMING THROUGH AND GRABBING STUFF SO THEY COULD GET THAT OLD -AC IN THE CLOSET WORKING AGAIN )N THE END ) GUESS ITS THAT SORT OF TECHNOLOGICAL RESUSCITATION THAT MAKES THIS REALLY INTERESTING TO MEv

4O PLAY A SINGLE VIDEO ACROSS  SEPARATE SCREENS 3IMUNOVICH DEVISED A CLEVER WAY TO SPLIT THEM UP (E CREATED A FILTER IN !FTER %FFECTS THAT BREAKS HIS MOVIES INTO SEGMENTS CORRESPONDING TO THE GRIDS OF THE VIDEO WALL %ACH SEGMENT IS LOADED INTO A SCREENSAVER PROGRAM ON THE CORRESPONDING MACHINES HARD DRIVE 4HE SCREENSAVER IS CONFIGURED TO PLAY THE MOVIES IN A LOOP ON STARTUP4O 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

(ES RUN INTO PLENTY OF COLLECTORS ESPECIALLY THROUGH THE (OTLINE SERVER HE SAID BUT HES THE ONLY PERSON HE KNOWS WHO HAS A -AC GAMING LOUNGE h4HERES AN ELEMENT OF TECHNOLOGICAL NOSTALGIA v HE SAID OF THE MOVEMENT hBUT ITS ALSO THE WILL TO RESUSCITATE OBSOLETE TECHNOLOGY TO MAKE OLD THINGS WORK AGAIN TO BREATHE NEW LIFE INTO AN OLD PIECE OF JUNKv

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 COMPACT -ACS )T DOVETAILS THE TREND OF TAKING OLD !TARI CON SOLES AND #OMMODORES TO RAVES WHERE THEY ARE SET UP IN GAMING LOUNGES 2UNNING OLD GAMES IS THE DRIVING FORCE BEHIND THE RETRO CRAZE HE SAID 3IMUNOVICH RUNS A POPULAR (OTLINE

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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 #INCAS4HE -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 DISKSˆA PAIR OF FLOPPIES CONNECTED BY ARROWSˆLEADS 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 IN A DUMPSTER SOME WAS DONE ON A MUCH NEWER 4ITANIUM 0OWER"OOK h)N MY STUDIO ) HAVE ONE OF THE OLDEST -ACS SIT TING ALONGSIDE ONE OF THE NEWEST -ACS AND THEYRE BOTH USED EQUALLY ON A DAILY BASIS v -URPHY SAID h-OST OF MY WORK IS

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PIXEL BASED AND THE #LASSIC IS INCREDIBLY FAST BECAUSE THE SOFT WARE FOOTPRINTS ARE SO SO SMALLv -URPHY RUNS &ËLLT AN INDEPENDENT RECORD LABEL DESIGN SHOP AND PUBLISHING HOUSE IN "ELFAST )RELAND #OINCIDENTALLY JUST BEFORE HE FOUND THE -AC #LASSIC HE HAD TRIED TO BUY ONE A FEW DAYS EARLIER ON E"AY h/N MY WAY HOME ONE DAY ) NOTICED A PRIS TINE #LASSIC IN A DUMPSTER v HE SAID h) COULDNT BELIEVE MY LUCKv -URPHY HAS ALSO PAINTED A SERIES OF OIL ON CANVAS PIXEL PAINT INGS ALSO INSPIRED BY THE #LASSIC -EASURING JUST  BY  PIXELSˆABOUT THE SIZE OF A COMPUTER ICONˆTHE PAINTINGS HAVE

BEEN EXHIBITED IN A GALLERY IN "ELFAST h4HE POINT WAS TO TAKE THE SUBJECT MATTER FROM ONE MEDIUMˆTHE CLEAN DIGITAL PERFECTION OF THE SCREENˆTO ANOTHERˆTHE LESS PRECISE WORLD OF TRADITIONAL DRAWING AND PAINTING v HE SAID -URPHY BEAT OUT DIFFERENT DESIGNERS FOR THE "REMSSTRAHLUNG 7EB SITE REDESIGN BECAUSE 2USSELL LIKED -URPHYS SENSE OF STRIPPED DOWN DESIGN h)TS CLEAN AND MINIMAL AND GOES WITH THE MUSIC v 2USSELL SAID h)T HAS SIMILAR AESTHETICS TO LOWER CASE SOUND )T WORKS WITH VERY LITTLE AND GETS SOMETHING OF SUBSTANCE OUT OF IT )TS A VERY ELEGANT DESIGN AND FOR A LOT OF PEOPLE ITS NOSTALGICv

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, \Ê","// Ê 1/Ê "/Ê" !PPLES MULTIMEDIA PROGRAMMING ENVIRONMENT (YPER#ARD STILL HAS A FIERCELY DEDICATED FOLLOWING DESPITE NO MEANINGFUL UPDATE IN ABOUT  YEARS &IRST RELEASED IN  (YPER#ARD IS A SIMPLE PROGRAMMING ENVIRONMENT SO POWERFUL YET SIMPLE IT IS USED BY PROFESSIONALS AND CHILDREN ALIKE &ANS CLAIM IT IS ONE OF THE GREATEST PIECES OF SOFTWARE !PPLE EVER PRODUCED 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 STILL IS THE MOST SIGNIFICANT TOOL )VE EVER USED v SAID 2ICHARD 7ANDERMAN A TECHNOLOGY CONSULTANT AND AT ONE TIME A LEAD ING (YPER#ARD ADVOCATE 4HE (YPER#ARD TORCH IS CARRIED BY THE )NTERNATIONAL (YPER#ARD 5SER 'ROUP I(UG WHICH HAS  OR  ACTIVE MEMBERS 4WO OR THREE TIMES A YEAR I(UG COLLECTS SEVERAL THOUSAND DOLLARS IN DONATIONS TO SET UP BOOTHS AT -ACWORLD %XPO AND PROMOTE (YPER#ARD ON !PPLES BEHALF h0EOPLE SEND ;MONEY= IN BECAUSE THEY LIKE (YPER#ARD SO MUCH v SAID I(UG PRESIDENT -ICHAEL -AYS

h7HEN PEOPLE SEE WHAT YOU CAN DO WITH IT THEY SAY @7OW ) NEVER KNEW YOU COULD DO THAT SO EASILY WITH A COMPUTERv I(UG RUNS AN ACTIVE MAILING LIST AND PUBLISHES A LINE OF PRO MOTIONAL #$S WITH SAMPLE (YPER#ARD STACKS AND APPLICATIONS I(UG WANTS TO SEE (YPER#ARD PORTED TO RUN ON -AC /3 8 AND THE INCORPORATION OF OVERDUE FEATURES LIKE FULLY INTEGRATED COLOR (YPER#ARD IS STILL AT HEART BLACK AND WHITE I(UG CAMPAIGNED VIGOROUSLY FOR SEVERAL YEARS WITH LITTLE LUCK )TS EFFORTS CULMINATED IN A MEETING WITH 0HIL 3CHILLER !PPLES HEAD OF WORLDWIDE MARKETING WHO REPORTEDLY ENDED UP ASKING THEM h"UT HOW DO WE SELL ITv #LEARLY 3CHILLER WASNT CON VINCED BY I(UGS ANSWERS "UT -AYS SAID h0EOPLE KEEP USING IT AND PEOPLE KEEP BUYING IT OFF THE !PPLE 7EB SITE 4HE ONLY PEOPLE THAT ARE NOT BEHIND IT ARE !PPLE ;EXECUTIVES= RIGHT NOWv "ECAUSE IT CAN BE USED TO CREATE CUSTOM APPLICATIONS IN MIN UTES (YPER#ARD IS STILL USED BY MANY ACADEMIC RESEARCHERS AND SMALL BUSINESSES 3OME COMPANIES RUN (YPER#ARD APPLICATIONS





WRITTEN YEARS AGO ON A -AC 0LUS ON THE LATEST DUAL PROCESSOR ' 0OWER -ACS 2ENAULT THE &RENCH AUTO GIANT REPORTEDLY USES (YPER#ARD FOR ITS INVENTORY SYSTEM 4HE SOFTWARE RUNS PART OF THE LIGHTING SYSTEM FOR THE TALLEST BUILDINGS IN THE WORLD THE 0ETRONAS 4OWERS IN +UALA ,UMPUR -ALAYSIA (YPER#ARD IS USED WIDELY IN SCHOOLS TO TEACH PROGRAMMING CONCEPTS AND FOR CREAT ING INTERACTIVE LEARNING MATERIALS OR CLASS REPORTS )TS HARD TO ESTIMATE THE NUMBER OF PEOPLE WHO STILL USE (YPER#ARD )N *ULY  -AC#ENTRAL PUBLISHED AN ARTICLE ABOUT (YPER#ARD WHICH ATTRACTED A HUGE RESPONSE LEADING THE AUTHOR TO CONCLUDE (YPER#ARD WAS USED WIDELY I(UG ESTIMATES THERE ARE PERHAPS   (YPER#ARD USERS WORLDWIDE !PPLE CONTIN UES TO SELL THE SOFTWARE FOR  BUT HASNT UPDATED IT SINCE  !PPLE DIDNT RESPOND TO REQUESTS FOR INFORMATION 4HE SOFTWARES POWER LIES IN ITS EASE OF USE )NFORMATION IS STORED IN A SERIES OF hCARDSv ARRANGED INTO hSTACKSv #ARDS CAN BE LINKED TO EACH OTHER JUST LIKE HYPERTEXT LINKS ON THE 7EB ! BUILT IN PLAIN %NGLISH PROGRAMMING LANGUAGE (YPER4ALK EXECUTES COMMANDS 4HE RESULT IS BOTH SIMPLE AND POWERFUL &IFTH GRADERS GET TO GRIPS WITH (YPER#ARD IN MINUTES BUILDING DATABASES OF THEIR 0OKEMON CARDS #YAN THE GAME PUBLISHER USED IT TO CREATE FIENDISHLY COMPLEX GAMES LIKE -YST AND 2IVEN )T ALLOWED ORDINARY PEOPLE SUCH AS *ACQUELINE ,ANDMAN 'AYˆWHO HAD HARDLY TOUCHED A COMPUTER BEFOREˆTO START A SUCCESSFUL SOFTWARE COMPANY "EFORE (YPER#ARD PROGRAMMING WAS MORE OR LESS THE EXCLU SIVE DOMAIN OF PROFESSIONAL PROGRAMMERS (YPER#ARD WAS THE BRAINCHILD OF PROGRAMMING GENIUS "ILL !TKINSON WHO WANTED A PROGRAMMING TOOL hFOR THE REST OF USv 7HEN IT WAS RELEASED THE 7ALL 3TREET *OURNAL DESCRIBED (YPER#ARD AS hA MAJOR DEVELOPMENT IN THE INDUSTRY CHANGING THE WAY INFORMATION IS ORGANIZED AND USEDv (YPER#ARD WAS ORIGINALLY FREE BUT BECAME SO POPULAR !PPLE STARTED CHARGING  )N THE MID S IT WAS SPUN OFF WITH !PPLES #LARIS SOFTWARE DIVISION4HEN IT WAS BROUGHT BACK TO !PPLE AND FINALLY PUT ON ICE WHEN 3TEVE *OBS RETURNED TO !PPLE IN 

(YPER#ARD HAS BEEN HIGHLY INFLUENTIALˆIT HAS BEEN CITED AS HELPING SHAPE *AVA AND THE 7EB )T HAD THE POTENTIAL TO BE THE FIRST 7EB BROWSER -ANY PROGRAMMING TOOLS THESE DAYS HAVE (YPER#ARD LIKE GRAPHIC INTERFACES INCLUDING -ICROSOFTS 6ISUAL 3TUDIO )T HAS BEEN SUPERSEDED BY A NUMBER OF -AC ONLY AND CROSS PLATFORM SUCCESSORS INCLUDING 3UPER#ARD -ETA#ARD AND 2EVOLUTION WHICH ARE EITHER TOO EXPENSIVE OR COMPLEX FOR CASUAL USERS (YPER#ARD ADVOCATES SAY 4HERE HAVE BEEN CALLS TO RELEASE THE SOURCE CODE TO THE OPEN SOURCE PROGRAMMING COMMUNITY h)TS SOMETHING PEOPLE CAN USE TO BEGIN PROGRAMMING WITH RIGHT AWAY WITHOUT HAVING TO UNDERSTAND ALL THE NUTS AND BOLTS OF THE OPERATING SYSTEM v SAID I(UGS -AYS h4HERES A ONE TO ONE CORRESPONDENCE BETWEEN A TASK AND THE PROGRAMMING ENVIRONMENT v HE SAID h%VEN SIMPLE DATABASES ARE MORE COMPLICATEDv -AYS WHO OWNS TWO $ALLAS FAST FOOD FRANCHISES SAID A PAIR OF PROFESSIONAL PROGRAMMERS TOILED FOR WEEKS TO BUILD A SYSTEM THAT WOULD REPORT ALL THE ORDERS COMING THROUGH HIS RESTAURANTS REGISTERS &EARING THEY WOULD NEVER FINISH -AYS SAT DOWN AND IN A FEW HOURS CREATED AN APPLICATION HIMSELF IN (YPER#ARD WHICH HE STILL USES h)N ONE AFTERNOON ) DID WHAT IT TOOK TWO PROFESSIONALS TWO OR THREE WEEKS TO DO v HE SAID h)F YOU NEED SOMETHING AND YOU DONT HAVE SEVERAL THOUSAND DOLLARS TO HIRE A DEVELOPER (YPER#ARD FILLS A NICHEv $AVID .EALE WHO USES (YPER#ARD TO PUBLISH A NUMBER OF %LVIS 0RESLEYnRELATED 7EB SITES SAID HE FEARS FOR THE SOFTWARES FUTURE AND HAS STARTED EXPERIMENTING WITH ALTERNATIVES INCLUD ING 2EAL"ASIC 0ERL AND &ILE-AKER WITHOUT MUCH SUCCESS h) HAVE YET TO FIND ANYTHING WITH SUCH A SIMPLE INTERFACE HIDING A FRIENDLY SCRIPT LANGUAGE WHOSE APPARENT SIMPLICITY CAN BE SO SUPERBLY EXTENDED WITH EXTERNAL FUNCTIONS AND COMMANDS v HE SAID h(OW SUCH A FORWARD THINKING COMPANY CAN ALLOW SUCH A CLEARLY SUPERB PIECE OF SOFTWARE TO STAGNATE IS QUITE SIMPLY ASTONISHING v HE ADDED h'IVEN THE RIGHT PUSH UNDER -AC /3 8 (YPER#ARD COULD STILL BE A GREAT PRODUCT WAY AHEAD OF ANYTHING ELSE IN THE FIELDv



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"ILL !TKINSON IS THE PROGRAMMING GENIUS BEHIND (YPER#ARD -AC0AINT AND MUCH OF THE ORIGINAL -ACINTOSH OPERATING SYS TEM BUT THESE DAYS HES WISTFUL ABOUT WHAT (YPER#ARD COULD HAVE BEEN ,IKE FOR EXAMPLE THE FIRST )NTERNET BROWSER !TKINSON NOW A SUCCESSFUL NATURE PHOTOGRAPHER CREATED A STRING OF GROUNDBREAKING APPLICATIONS DURING A LONG CAREER AT !PPLE BUT HE FEELS THAT ONE OF HIS GREATEST ACHIEVEMENTS THE (YPER#ARD MULTIMEDIA PROGRAMMING SYSTEM FAILED TO LIVE UP TO ITS POTENTIAL 4HE SOFTWARE HAS BEEN PHENOMENALLY SUCCESSFUL AND HIGHLY INFLUENTIAL BUT !TKINSON FEELS THAT IF ONLY HED REALIZED SEPARATE CARDS AND STACKS COULD BE LINKED ON DIFFERENT PEOPLES MACHINES THROUGH THE .ETˆINSTEAD OF JUST CARDS AND STACKS ON A PARTICU LAR MACHINEˆHE WOULD HAVE CREATED THE FIRST )NTERNET BROWSER 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 A BOX CENTRIC CULTURE AT !PPLE )F )D GROWN UP IN A NETWORK CEN TRIC CULTURE LIKE 3UN (YPER#ARD MIGHT HAVE BEEN THE FIRST 7EB BROWSER -Y BLIND SPOT AT !PPLE PREVENTED ME FROM MAKING (YPER#ARD THE FIRST 7EB BROWSERv (YPER#ARD WAS CONCEIVED AND CREATED IN THE S ALMOST A DECADE BEFORE THE EXPLOSION OF THE )NTERNET h) THOUGHT ;HAVING=

EVERYONE CONNECTED WAS A PIPE DREAM v HE SAID h"OY WAS ) WRONG ) MISSED THAT ONEv !TKINSON RECALLED ENGINEERS AT !PPLE DRAWING NETWORK SCHE MATICS IN THE FORM OF A BUNCH OF BOXES LINKED TOGETHER 3UN ENGINEERS HOWEVER FIRST DREW THE NETWORKS BACKBONE AND THEN HUNG BOXES OFF OF IT )TS A CRITICAL DIFFERENCE AND HE FEELS IT HINDERED HIM h)F ) THOUGHT MORE GLOBALLY ) WOULD HAVE ENVI SIONED ;(YPER#ARD= IN THAT WAY v HE SAID h9OU DONT TRANSFER SOMEONES 7EB SITE TO YOUR HARD DRIVE TO LOOK AT IT 9OU BROWSE IT PIECEMEAL    )TS MUCH MORE POWERFUL THAN A STACK OF CARDS ON YOUR HARD DRIVE h7ITH A HUNDRED YEAR PERSPECTIVE THE REAL VALUE OF THE PERSONAL COMPUTER IS NOT SPREADSHEETS WORD PRO CESSORS OR EVEN DESKTOP PUBLISHING v HE ADDED h)TS THE 7EBv !TKINSON WORKED AT !PPLE FOR  YEARS 7HEN HE JOINED THE COMPANY THERE WERE  PEOPLE WORKING THERE AND THERE WERE   WHEN HE LEFT h) WITNESSED AND PARTICIPATED IN A HUGE EXPLOSION v HE SAID !TKINSON STILL USES (YPER#ARD EVERY DAY (IS ADDRESS BOOK IS A BIG (YPER#ARD STACK AND HE HAS WRITTEN A NUMBER OF CUSTOM PROGRAMS TO HELP HIM WITH HIS PHOTOGRAPHY AND TO MAINTAIN HIS 7EB SITE (IS WIFE 3IOUX WHOM HE MET AT !PPLE CREATED A (YPER#ARD APPLICATION THAT DOES ALL THE BUSINESS INVENTORY AND ACCOUNTING TRACKING WHICH GALLERIES HAVE HIS PICTURES THE CLIENTS AND ACCOUNTS PAYABLE h4HIS COMPANY IS RUN ON A GIANT (YPER#ARD STACK v !TKINSON SAID

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,/VER TIME !PPLE HAS TRANSFORMED THE I0OD FROM AN AUDIO PLAYER INTO A GENERAL PURPOSE DIGITAL ASSISTANT CAPABLE OF STOR ING CONTACTS AND CALENDARS AS WELL AS GIGABYTES OF MUSIC )TS POSSIBLE THAT !PPLE HAD PLANNED FROM THE START TO MAKE THE I0OD INTO A KIND OF 0$! BUT ITS LIKELY THE COMPANY TOOK ITS LEAD FROM I0OD HACKERS WHO WERE BUSY FIGURING OUT CLEVER WAYS TO MAKE THE I0OD DO MORE THAN JUST PLAY MUSIC ALMOST FROM THE MINUTE IT HIT STORE SHELVES

)N THE FIRST FEW WEEKS AFTER THE I0ODS DEBUT HACKERS FIGURED OUT CLEVER WAYS TO STORE NOT ONLY NAMES AND ADDRESSES ON THE I0OD BUT CALENDAR ITEMS NEWS STORIES SONG LYRICS AND PHRASES IN FOREIGN LANGUAGES /NE ENTERPRISING TEEN EVEN WORKED OUT A WAY TO STEAL SOFTWARE USING HIS I0OD 4HE I0OD WAS ALSO PERSUADED TO WORK WITH 7INDOWS !LTHOUGH !PPLE EVENTUALLY RELEASED A 7INDOWS COMPATIBLE VERSION OF THE I0OD AT FIRST IT WAS SUPPOSED TO BE -AC ONLY "UT *OE -ASTERS A -ASSACHUSETTS COLLEGE STUDENT WROTE A FREE PROGRAM CALLED %PH0OD TO CONNECT I0ODS TO 7INDOWS MACHINES



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)T TOOK !PPLE SIX MONTHS TO CATCH UP WITH THE HACKERS (ALF A YEAR AFTER ITS INITIAL RELEASE !PPLE UPDATED THE I0ODS SOFTWARE TO LET IT STORE CONTACTS 4HE 7INDOWS VERSION OF THE I0OD DIDNT APPEAR FOR ANOTHER SIX MONTHS BUT BY THAT TIME I0OD HACKERS HAD MOVED ON #OMPANIES LIKE 'RIFFIN 4ECHNOLOGY FOR EXAMPLE DEVELOPED THE 0OD-ATE A SMALL INFRARED UNIT FOR TURNING AN I0OD INTO A 46 REMOTE CONTROL 'RIFFIN PLANNED TO SELL IT BUT WITHDREW IT FROM THE MARKET AT !PPLES REQUEST 4HE COMPANY WENT ON TO DEVELOP OTHER I0OD ADD ONS INCLUDING AN &- TRANSMITTER CALLED THE I4RIP *EAN /LIVIER ,ANCTÙT $AVID A  YEAR OLD HACKER FROM #ANADA FIGURED OUT A WAY TO DISPLAY ONLINE NEWS HEADLINES ON THE I0OD ,ANCTÙT $AVID WHIPPED UP 0OD.EWS A PROGRAM THAT FETCHES HEADLINES FROM THE 7EB IN 8-, FORMAT AND DISPLAYS THEM ON THE I0ODS SMALL SCREEN )TS QUITE AN ACHIEVEMENT ESPECIALLY FOR A YOUNG TEEN !PPLES SOFTWARE FOR THE I0OD NOW HAS THE ABILITY TO DOWNLOAD THOUSANDS OF CONTACTS FROM APPLICATIONS SUCH AS -ICROSOFT %NTOURAGE 0ALM $ESKTOP AND THE -AC /3 8 !DDRESS "OOK "UT HACKERS FIGURED OUT HOW TO DO THIS FIRST AND ALSO MAKE IT WORK WITH OTHER CONTACT DATABASES INCLUDING 9AHOOS ONLINE ADDRESS BOOK !FTER !PPLE ADDED CONTACTS I0OD HACKERS TURNED TO CALENDAR FUNCTIONS ! &RENCH HACKER CREATED + ,ENDAR WHICH DISPLAYS CALENDAR EVENTS SUCH AS A LIST OF MEETINGS AS AN I0OD PLAYLIST %VENTS CAN BE SET BY TIME CATEGORY COMMENTS OR DESCRIPTION

-ICHAEL :APP AN INSTRUCTOR AT THE 5NIVERSITY OF -ANITOBA IN #ANADA CREATED A PAIR OF !PPLE3CRIPT APPLICATIONS TO TAKE DATA FROM -ICROSOFT %NTOURAGE THE -ACINTOSH VERSION OF /UTLOOK AND TRANSFORM IT INTO V#ARD FILE FORMAT WHICH CAN BE DISPLAYED USING THE I0ODS NEW CONTACTS FEATURE /NE OF :APPS SCRIPTS EXTRACTS EVENTS ALLOWING THE I0OD TO DISPLAY SCHEDULES THE OTHER EXTRACTS TEXT NOTES WHICH CAN DISPLAY ANY KIND OF INFOR MATION h)VE HAD PEOPLE SAY THAT THEY MAY JUST RETIRE THEIR 0ALM SINCE THEY CAN NOW DO EVERYTHING THEY USE IT FOR WITH THE I0OD AND MY APPS v SAID :APP h) THINK PEOPLE ARE TIRED OF CARRYING AROUND LOTS OF GADGETS AND ARE LOOKING FOR ANYTHING THAT CAN REDUCE THE LOADv 4HE ONLY PROBLEM :APP SAID IS THAT INFORMA TION CANT BE ENTERED WHEN THE I0OD IS AWAY FROM A -ACˆALL DATA HAS TO BE TYPED INTO A -AC AND TRANSFERRED MANUALLY *OE -ASTERS A SENIOR AT 7ILLIAMS #OLLEGE IN 7ILLIAMSTOWN -ASSACHUSETTS WHO WROTE %PH0OD SAID THE I0OD HAD GREAT POTENTIAL AS AN ORGANIZER ESPECIALLY BECAUSE ITS MUCH EASIER 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 SIMPLE 3YNCHRONIZING IT IS VERY EASY )TS JUST A HARD DRIVE 9OU JUST COPY FILES OVER4HERE ARE NO WEIRD SYNCHRONIZATION PROTOCOLS LIKE THE 0ALM !ND YOU DONT HAVE TO WORRY ABOUT SPACE LIKE ON A 0ALM )TS ENORMOUS 7HO CARES HOW MUCH SPACE YOU USEv -ASTERS SAID HED LIKE TO SEE !PPLE ADD SUPPORT FOR TEXT THE SAME WAY IT ADDED SUPPORT FOR CONTACTS IN V#ARD FORMAT 4HAT WAY THE I0OD COULD DISPLAY EVERYTHING FROM MEMOS TO BOOKS NEWSPAPERS AND OF COURSE EMAIL -ASTERS WOULD ALSO LIKE !PPLE TO PUBLISH DETAILS OF THE I0ODS FIRMWARE WHICH WOULD 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 !PPLE OPENED THE FIRMWARE THAT WOULD BLOW IT OPEN v HE SAID h4HAT WOULD CHANGE EVERYTHING 4HAT WOULD BE PHENOMENALv I0OD HACKERS ALSO FIGURED OUT ALL KINDS OF UNDOCUMENTED TIPS AND TRICKS INCLUDING A DIAGNOSTIC MODE THAT CHECKS THE I0ODS INTERNAL HARD DRIVE AMONG OTHER THINGS 4HE HACKS PROVIDE CLUES TO THE FUTURE DIRECTION OF THE I0OD 6ERSION4RACKER A POPULAR SOFTWARE DOWNLOAD 7EB SITE LISTS MORE THAN SEVERAL DOZEN DIFFERENT HACKS FOR THE I0OD h.O DOUBT !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 THAT A LOT OF USERS WANT THESE KIND OF ORGANIZER FUNCTIONSv !PPLE DIDNT RESPOND TO REQUESTS FOR COMMENTS

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6 ʈ*" ]Ê7 - , /9Ê ""/ ® 7HEN !PPLE INTRODUCED THE I0OD THE COMPANY WAS AWARE THAT PEOPLE MIGHT USE IT TO RIP OFF MUSIC FROM THE .ET OR FRIENDS MACHINES %ACH NEW I0OD IN FACT IS EMBLAZONED WITH A STICKER THAT WARNS h$ONT 3TEAL -USICv "UT IT IS UNLIKELY THAT !PPLE IMAGINED PEOPLE WOULD WALK INTO COMPUTER STORES PLUG THEIR I0OD INTO DISPLAY COMPUTERS AND USE IT TO COPY SOFTWARE OFF THE HARD DRIVES4HIS IS EXACTLY THE SCENARIO WITNESSED IN EARLY 

JUST A FEW MONTHS AFTER !PPLE FIRST INTRODUCED THE I0OD BY +EVIN 7EBB AT A $ALLAS #OMP53! STORE 7EBB A COMPUTER CONSULTANT FROM $ALLAS WAS BROWSING HIS LOCAL #OMP53! WHEN HE SAW A YOUNG MAN WALK TOWARD HIM LISTENING TO AN I0OD 7EBB RECOGNIZED THE I0ODS DISTINCTIVE EAR BUDS 4HE TEENAGER STOPPED AT A NEARBY DISPLAY -ACINTOSH PULLED THE I0OD FROM HIS POCKET AND PLUGGED IT INTO THE MACHINE WITH A &IRE7IRE CABLE )NTRIGUED 7EBB PEEKED OVER THE KIDS SHOULDER TO SEE HIM COPYING -ICROSOFTS /FFICE V 8 SUITE WHICH RETAILED FOR  7HEN THE I0OD IS PLUGGED INTO A -ACINTOSH ITS ICON AUTOMATI CALLY POPS UP ON THE DESKTOP IF ITS SET UP AS AN EXTERNAL HARD 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 THAN A MINUTE h7ATCHING HIM IT DAWNED ON ME THAT THIS WAS 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 THAN STEALING THE BOXv 7EBB WATCHED THE TEENAGER COPY A COUPLE OF OTHER APPLICATIONS (E LEFT THE KID TO FIND A #OMP53! EMPLOYEE h) WENT OVER AND TOLD A #OMP53! GUY BUT HE LOOKED AT ME LIKE ) WAS CLUELESS v 7EBB SAID 5NSURE WHETHER THE KID WAS A THIEF OR AN OUT OF UNIFORM EMPLOYEE 7EBB WATCHED AS HE LEFT THE STORE h) THOUGHT



THERES NO POINT IN GETTING ANY MORE INVOLVED IN THIS IMBROGLIO v 7EBB SAID h"ESIDES THIS IS 4EXAS 9OU NEVER KNOW WHAT HE MIGHT HAVE BEEN CARRYINGv 4HE I0ODS &IRE7IRE INTERFACEˆONE OF ITS MOST IMPORTANT BUT UNDERSOLD FEATURESˆALLOWS HUGE FILES TO BE COPIED IN SEC ONDS 4HE I0OD DOESNT EVEN HAVE TO LEAVE THE USERS POCKET !ND WHILE THE I0OD HAS A BUILT IN ANTI PIRACY MECHANISM THAT PREVENTS MUSIC FILES FROM BEING COPIED FROM ONE COMPUTER TO ANOTHER IT HAS NO SUCH PROTECTION FOR SOFTWARE )RONICALLY -ICROSOFT PIONEERED AN EASY TO USE INSTALLATION SCHEME ON THE -AC THAT MAKES ITS -AC SOFTWARE RELATIVELY EASY TO PILFER 7HEN INSTALLING /FFICE USERS SIMPLY DRAG AND DROP THE /FFICE FOLDER ONTO THEIR HARD DRIVE %VERYTHING IS PACKAGED TOGETHER INCLUDING A SELF REPAIR MECHANISM THAT REPLACES CRITI CAL FILES IN THE SYSTEM FOLDER "Y CONTRAST A LOT OF SOFTWARE ON THE 7INDOWS PLATFORM RELIES ON A BUNCH OF SYSTEM FILES THAT ARE ONLY INSTALLED DURING AN INSTALLATION PROCESS 3IMPLY COPYING AN APPLICATION FROM ONE MACHINE TO ANOTHER WILL NOT WORK 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 BILITY PEOPLE SHOULD BE REMINDED THAT THIS IS CONSIDERED THEFTv 7HILE THE I0OD MAY BE IDEAL FOR A SOFTWARE STEALING SPREE THERE ARE A NUMBER OF OTHER DEVICES ON THE MARKET THAT COULD ALSO BE

USED BY VIRTUAL SHOPLIFTERS INCLUDING ANY NUMBER OF EXTERNAL &IRE7IRE DRIVES AND TINY 53" KEYCHAIN DRIVES (OWEVER EXCEPT FOR THOSE WITH NEW 53"  PORTS MOST KEYCHAIN DRIVES ARE A LOT SLOWER THAN &IRE7IRE REQUIRING THE VIRTUAL SHOPLIFTER TO HANG AROUND WHILE THE ILL GOTTEN GAINS ARE TRANSFERRING #OMP53! AND OTHER COMPUTER STORES COULD TAKE A FEW SIMPLE STEPS TO PREVENT SOFTWARE FROM BEING COPIED SAID -AC EXPERT $AVE (ORRIGAN WHO WRITES A SYNDICATED -ACINTOSH COLUMN !NY -AC CAN EASILY BE CONFIGURED TO ALLOW CHANGES ONLY BY ADMINISTRATORS HE SAID !LSO A SYSTEM PROFILE TOOL LOGS ALL PERIPHERAL EQUIPMENT BUT IT MUST BE RUNNING TO LOG AN I0OD &OR -ACS RUNNING /3 8 A LOCKED DUMMY FILE IN AN APPLICATIONS PACKAGE WILL PROTECT THE ENTIRE FILE FROM BEING COPIED WITHOUT A PASSWORD $ENNIS ,LOYD PUBLISHER OF I0OD FAN SITE I0ODLOUNGE SAID HE WAS SHOCKED TO HEAR OF AN I0OD PUT TO SUCH USE h) CAN SEE HOW EASY IT WOULD BE TO DO v HE SAID h)TS A SHAME SOMEONE HAS STOOPED THIS LOW TO BRING BAD PRESS TO THE INSANELY GREAT I0ODv

"/ ,Ê",-Ê"Ê/ / )TS NOT JUST !PPLES I0OD THAT CAN BE USED TO SNEAKILY COPY SOFTWARE FROM MACHINES AT COMPUTER STORES THERE ARE DOZENS OF TAWDRY WAYS INVOLVING BUILT IN #$ BURNERS DIGITAL CAMERAS



AND EVEN THE )NTERNET WHICH WAS USED TO SEND SOFTWARE FROM INSIDE AN !PPLE STORE )TS LONG BEEN KNOWN THAT THE BUILT IN #$ BURNERS OF DEMONSTRATION MACHINES ARE GREAT FOR MAKING PIRATE COPIES OF SOFTWARE /NE -AC USER WHO ASKED TO REMAIN ANONYMOUS TOLD HOW A NOT TOO BRIGHT #OMP53! EMPLOYEE ACTUALLY COPIED SOME SOFT WARE FOR HIM WHEN HE ASKED TO TEST AN I-ACS BUILT IN #$ BURNER h4HE #OMP53! EMPLOYEE GLADLY COMPLIED v THE ANONYMOUS USER SAID h7HY BE COVERT WHEN THE EMPLOYEES ARE HAPPY TO HELPv !NON SAID HE LATER DESTROYED THE DISC h4HIS SORT OF STUFF GOES ON ALL THE TIME IN SCHOOL ENVIRONMENTS v WROTE * 2 'RIFFITH MULTIMEDIA CHAIR OF A HIGH SCHOOL IN (OUSTON h7E CATCH STUDENTS ALL THE TIME EITHER TRYING TO BURN TO THE #$ 2 OR COPY TO THEIR ;)OMEGA= :IP DRIVES OR *AZ DRIVESv 3OME -AC USERS SAID USING &IRE7IRE HARD DRIVES LIKE THE I0OD HARKENS BACK TO THE OLD DAYS WHEN SOFTWARE WAS COPIED FROM STORES USING FLOPPY DISKS h) DID THIS SAME SORT OF IN STORE PIRACY WITH FLOPPY DISKS WHEN ) WAS  YEARS OLD v SAID $ARIN !DLER h) EVEN BROUGHT FLOPPIES WITH MY OWN COPYING PROGRAM TO CIR CUMVENT COPY PROTECTIONv !NOTHER -AC USER WHO ALSO ASKED TO REMAIN ANONYMOUS DESCRIBED HOW A hFRIENDv USED HIS DIGITAL CAMERA TO COPY SOFTWARE FROM A ,OS !NGELES +INKOS h) KNOW OF SOMEONE WHO GOT SOFTWARE FROM +INKOS IN THIS WAY v HE SAID h4HEY HAD TWO -" MEMORY CARDS /NE CAN ALSO PUT IN A PROGRAM LIKE !LADDIN 3YSTEMS 3TUFF)T $ELUXE EXECUTE IT ON THE TARGET COM 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 PARTICULARLY SNEAKY 0EOPLE OFTEN TAKE CAMERAS TO STORES TO TEST THEIR COMPATIBILITY BEFORE BUYING A NEW COMPUTER 0ERHAPS THE CLEVEREST METHOD OF SNAGGING SOME ILL GOTTEN SOFTWARE WAS DESCRIBED BY -ACHACKER WHO CLAIMS TO HAVE SENT 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 ) DID IT FOR KICKSv 4HE MACHINE HAD A HIGH SPEED CONNECTION TO THE )NTERNET !LTHOUGH IT WAS PROTECTED FROM INTRUSION FROM OUTSIDE THE STORES FIREWALL THERE WAS NOTHING TO STOP -ACHACKER FROM SENDING STUFF FROM THE INSIDE !LL HE NEEDED WAS THE )NTERNET 0ROTOCOL )0 ADDRESS OF HIS MACHINE AT HOME WHICH HAD A FAST PERSISTENT CONNECTION TO THE .ET 5SING THE &ILE 4RANSFER

0ROTOCOL &40 SERVER BUILT IN TO -AC /3 8 -ACHACKER SENT HIMSELF A COPY OF -ACROMEDIAS &REE(AND  AN ILLUSTRATION PROGRAM THAT COSTS  !PPLE ENCOURAGES SHOPPERS TO PLAY AROUND WITH THE DEMO EQUIPMENT AND HE WAS PRETTY MUCH LEFT ALONE h4HE STAFF AND SHOPPERS HAD NO IDEA WHAT ) WAS DOING v HE SAID h)T WAS PRETTY SIMPLEv "OB +RUGER VICE PRESIDENT OF ENFORCEMENT AT THE "USINESS 3OFTWARE !LLIANCE A 7ASHINGTON $# TRADE ASSOCIATION SAID HED NEVER BEFORE HEARD OF PEOPLE STEALING SOFTWARE BY COPYING 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 WRONG OR THAT THEY HAVE TO CONCEAL WHAT THEYRE DOING )TS NOT AS OBVIOUS AS SHOPLIFTING BUT ITS STILL A VERY BLATANT ACT )TS AN INDICATION OF HOW MUCH WORK STILL NEEDS TO BE DONE EDUCATING PEOPLE WHY PIRACY IS WRONGv +RUGER SAID HIS ORGANIZATION ESTIMATES THE SOFTWARE INDUSTRY LOSES A WHOPPING THIRD OF ITS POTENTIAL INCOME TO PIRACY OR  BILLION ANNUALLY "UT +RUGER ADDED THAT THE KIND OF ONE OFF PIRACY DESCRIBED ABOVE IS JUST A DROP IN THE BUCKET COMPARED WITH PIRACY IN THE WORKPLACE OVER THE .ET AND BY PROFESSIONAL COUNTERFEITERS -OST PIRACY IS PERFORMED BY COMPANIES THAT DONT BUY LICENSES FOR ALL THE SOFTWARE INSTALLED ON EMPLOYEES MACHINES +RUGER SAID #ORPORATE PIRACY ACCOUNTS FOR PERHAPS  PERCENT OF LOST REVENUES +RUGER ESTIMATED FOLLOWED BY )NTERNET FILE TRADING AND LARGE PROFESSIONAL COUNTERFEITING OPERATIONS MANY OF WHICH NOW SELL THEIR WARES THROUGH ONLINE AUCTION SITES )RONICALLY +RUGER SAID SOFTWARE PIRACY IS ON THE DECLINE DESPITE TECHNOLOGIES THAT MAKE IT EASY 4WELVE YEARS AGO +RUGER SAID AS MUCH AS HALF THE SOFTWARE IN USE WAS UNAUTHORIZED4ODAY ITS ABOUT ONE IN THREE PROGRAMS h)TS NOT A PROBLEM OF THE TECHNOL OGY v HE SAID h)TS A PROBLEM OF PEOPLE USING THE TECHNOLOGY 4ECHNOLOGY IS GOOD 0IRACY IS BADv


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 ® !NDREW !NDREW A PAIR OF .EW 9ORK $*S WAS AMONG THE FIRST CLUB $*S TO SWAP BULKY BOXES OF RECORDS FOR !PPLES SVELTE I0ODS )NSTEAD OF A BOX OF RECORDS THE PAIR TOTES A PAIR OF I0ODS TO GIGS AT GALLERIES PARTIES AND CLUBS ALL OVER TOWN 4HEY HOST A REGULAR 4UESDAY NIGHT SPOT THE I0ARTY AT !PT A TRENDY NIGHT CLUB IN THE -EATPACKING $ISTRICT

%VEN BY .EW 9ORK STANDARDS !NDREW !NDREW IS ECCENTRIC 4HE TWO DRESS IDENTI CALLY HAVE THE SAME HAIRCUT AND WEAR THE SAME GLASSES 4HEY EAT THE SAME FOOD READ THE SAME BOOKS4HEY CARRY IDENTICAL I0ODS CELL PHONES 0ALM HANDHELDS AND WALLETS 4HEY LOOK LIKE TWINS BUT ARE IN FACT BUSINESS PARTNERS 4HEIR COMPANY !NDREW !NDREW IS A REGISTERED PARTNERSHIP WITH A DIVERSE LINE OF PRODUCTS 4HEY $* PLAY IN A BAND AND HAVE CREATED A LINE IN FASHION LABELS CAKES AND HOUSE FURNISHINGS !S THEY WALK THROUGH A LARGE BAR IN THE %AST 6ILLAGE EVERY HEAD TURNS 4HEY ATTRACT INTENSE CURIOSITY /NCE SOMEONE ACTUALLY GOT MAD ACCUSING THEM OF IMPERSONATING TWINS &OR ATTENTION SEEKERS THEY ARE QUITE RESERVED ALMOST SHY 4HEY REFUSE TO DIVULGE ANY DISTINGUISHING INFORMATIONˆLAST NAMES BIRTHDAYS BACKGROUNDS4HEY ALWAYS WEAR THE SAME OUTFITS 4HEIR HAIRCUTS ARE CROPPED SHORT 4HEY DRINK THE SAME 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 ALIKE v EXPLAINED ONE OF THE !NDREWS !NDREW !NDREW LIVE TOGETHER IN AN APARTMENT IN 1UEENS THAT DOUBLES AS THEIR OFFICE 4HEIR WARDROBE CONTAINS TWO OF EVERYTHING ARRANGED BY COLOR 4HEYVE DISCARDED EVERYTHING THAT DOESNT MATCH 4HEIR TOILETRIES ARE PAIRED 4HEIR LIBRARY 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 WORDˆhSEX v hWORK v OR hWORLD v FOR EXAMPLEˆAND 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

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)N FACT THIS BRAND OF $*ING GOES DOWN BEST AT ART GALLERIES WHERE THE ARTY CROWDS ARE TOLERANT OF ECCENTRICITY !T ONE NIGHT CLUB GIG THEY WERE ASKED TO LEAVE AFTER JUST  MINUTES "UT AS THEY BECAME BETTER KNOWN PEOPLE STARTED TO CATCH ON .ATURALLY THEIR I0ODS CONTAIN THE SAME SONGS 4HEIR 0ALMS ARE ALSO SYNCHRONIZED TO THE SAME FILES "EFORE THE I0ODS THEY $*ED WITH  TO  PREBURNED #$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 h3O FOR US THE I0OD IS PERFECT ! LOT OF PEOPLE DONT LIKE THE SONGS BUT FOR THE $* ITS PERFECTv !NDREW !NDREWS BAKERY DIVISION IS SIMILARLY UNIQUE 4HEY SELL JUST ONE CAKE PRINTED WITH A PHOTO IN FOOD DYE OF THE TWO STAND ING ON EITHER SIDE OF -ADAME 4USSAUDS WAX .APOLEON &OR A

WHILE ONE OF THE CAKES WAS DISPLAYED IN A -ANHATTAN BAKERY 4HE PAIR TOOK GREAT DELIGHT IN HANGING AROUND WATCHING PEOPLE DO A DOUBLE TAKE h)TS ABOUT MAKING PEOPLE DO A DOUBLE TAKE v SAID !NDREW h%VERYTHING WE DO IS ABOUT AWARENESS v SAID THE OTHER h)TS HIGH MINDED BUT ITS SO CAPITALISTv

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4HE CLUB IS CALLED !PT PRONOUNCED ! 0 4 A TRENDY LOUNGE IN -ANHATTANS -EATPACKING $ISTRICT .EXT TO THE BAR IS THE $* TABLE 4HE SETUP IS BASED ON A STANDARD MIXER WHICH ALLOWS THE $* TO FADE BETWEEN TWO MUSIC SOURCES "UT INSTEAD OF TWO TURNTABLES THERES A PAIR OF I0ODS %VERYONE GETS TO PLAY 7OULD BE $*S TAKE A NUMBERAED TICKET FROM A DELI STYLE DISPENSER 0RINTOUTS OF ALL   SONGS ARE AVAILABLE TO HELP $*S PREPARE A SET LIST h0LAYING OF ANY HEAVY METAL BALLADS WILL RESULT IN IMMEDIATE EXPULSION FROM THE PREMISES v THE PRINTOUT WARNS 7ITH   SONGS TO CHOOSE FROM PATRONS PLAY EVERYTHING FROM "LACK 3ABBATH TO "ASEMENT *AXX 3ETS LAST SEVEN MINUTES THE TIME IS COUNTED DOWN ON A GIANT DIGITAL CLOCK 4HE I0OD SETUP PROVIDES HOURS OF BOOZY GREGARIOUS FUN (ALF THE BAR CROWDS AROUND THE MIXING DESK OFFERING ADVICE OR CRITI CISM OR JUST DANCING AWAY h)T GETS PRETTY CRAZY v SAID 3AI "LOUNT

THE LOUNGES MUSIC PROMOTER h7E HAVE PEOPLE YELLING 3OME PEOPLE BOO ! COUPLE OF GIRLS CAME IN HERE THREE OR FOUR WEEKS IN A ROW 4HEY GOT REALLY GOOD 4HEY WERE LIKE PROFESSIONALv -ATT -ALAND A  YEAR OLD PART TIME $* IS A SEMI REGULAR (ES EVEN FIGURED OUT HOW TO MAKE THE I0ODS SCRATCH "Y HITTING THE CENTER BUTTON TWICE IN QUICK SUCCESSION THE MUSIC BACKS UP A FRACTION h)TS FUN v HE SAID h)TS DIFFERENT )TS A CHALLENGE 9OU HAVE TO THINK WHAT SONGS GO TOGETHER MORE THAN VINYL BECAUSE YOU CANT BEAT MATCHv 4HE I0OD $*ING HAS BECOME A MAJOR ATTRACTION 4HE FUN RUNS UNTIL  OR  AM EVERY NIGHT OF THE WEEK /N 4UESDAYS THE BAR HOSTS I0ARTY OVERSEEN BY .EW 9ORKS PREEMINENT I0OD $*S !NDREW !NDREW



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4HE GALLERY WAS THE IDEA OF $ENNIS ,LOYD PUBLISHER OF I0OD LOUNGE h)M SURPRISED THAT ITS BEEN SO SUCCESSFUL v HE SAID h"UT ) HAD A FEELING THE I0OD WOULD TAKE THE -0 WORLD BY STORMv 4HE GALLERY IS REMINISCENT OF THE KIDNAPPED GNOME PHENOMENONˆFEATURED IN THE MOVIE !MÏLIEˆWHEREIN GLO BETROTTERS BORROW A NEIGHBORS GARDEN GNOME AND SEND BACK PICTURE POSTCARDS DOCUMENTING THE GNOMES TRAVELS h) THINK SOME OF THE BEST PICTURES HAVE BEEN THOSE THAT WERE FROM VERY REMOTE AREAS OR AREAS THAT HAD BEEN RECENTLY IN CURRENT NEWS v ,LOYD SAID 4HE COLLECTION HAS GROWN SO LARGE ,LOYD IS CATEGORIZING THE PICTURES AND PLANS TO LAUNCH A DYNAMIC GALLERY WITH A SEARCH ABLE DATABASE 4HE GALLERY HAS EVEN INSPIRED A COUPLE OF IMITATORS .EWTONS !ROUND THE 7ORLD AND A 3ONY #,)³ GALLERY THAT IS NOW DEFUNCT



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/NE OF THE DElNING CHARACTERISTICS OF THE -AC COMMUNITY IS ITS LOYALTY TO !PPLE4HROUGH THICK AND THIN !PPLES CUSTOMERS STICK BY THE COMPANY )N THE SUMMER OF  !PPLE UPSET THE -AC COMMUNITY BY SUDDENLY ANNOUNCING A  ANNUAL SUBSCRIP TION FEE FOR ITS -AC ONLINE SERVICES WHICH WERE FORMERLY FREE /N TOP OF THIS AN UPGRADE FOR /3 8ˆTHE KIND OF UPGRADE USERS USUALLY DONT PAY FORˆWOULD COST  4HE NEW PRICING POLI CIES PROMPTED HOWLS OF PROTEST 7EB SITES ONLINE FORUMS AND NEWS STORIES WERE FULL OF ACRIMONIOUS KVETCHING ABOUT hGOUG INGv AND hBAIT AND SWITCHv ,ONGTIME USERS LAUNCHED PETITIONS AND lRED OFF ANGRY LETTERS AND FOR THE lRST TIME IN YEARS THERE WERE LOTS OF THREATS TO LEAVE THE -AC PLATFORM ALTOGETHER "UT DESPITE THE HOWLING THERES BEEN NO MASS EXODUS TO 7INDOWS 4HE OPPOSITE IN FACT SEEMS TO BE TRUE !NECDOTAL EVIDENCE POINTS TO MORE AND MORE PEOPLE SWITCHING TO THE -AC #OULD OTHER COMPANIES GET AWAY WITH THIS 0ROBABLY NOT9AHOO AND (OTMAIL WHICH PROVIDE FREE ONLINE EMAIL HAVE STARTED CHARGING FOR EXTRA SERVICES BUT THEY SUPPLY BASIC SERVICE FOR NOTHING ,IKEWISE -ICROSOFTS LATEST UPDATE FOR 7INDOWS 80 IS FREE !NDREW ,ACKEY A VISITING PROFESSOR OF BUSINESS AND ECO NOMICS JOURNALISM AT "OSTON 5NIVERSITY SAID !PPLES MONOPOLY IN THE -AC BUSINESS ALLOWS IT TO GET AWAY WITH THINGS COMPA NIES IN A COMPETITIVE MARKET CANT h7ITH !PPLE YOURE A CAPTIVE AND TO SOME EXTENT THEY ABUSE THAT PRIVILEGE v ,ACKEY SAID h) WOULD HAVE THOUGHT !PPLE WOULD BE ALL FOLKSY LIKE A "EN  *ERRYS KIND OF COMPANY "UT IN MY EXPERIENCE 0# COMPANIES ARE MUCH MORE RESPONSIVEv 4HE LOYALTY TO !PPLE HAS LED SOME TO DESCRIBE THE -AC COM MUNITY AS MASOCHISTIC THE hPUNISH ME HARDERv BRIGADE IN THE

WORDS OF THE 2EGISTER h4HEY EAT IT UP v SAID -ATTHEW 2OTHENBERG AN EDITOR AT :IFF $AVIS AND A LONGTIME !PPLE WATCHER h)TS LIKE A "$ ;BONDAGE AND DOMINANCE= RELATIONSHIP 4HERE NEEDS TO A PSYCHOSEXUAL ANALYSIS OF THE -AC COMMUNITYv #USTOMER LOYALTY WAS THE ONLY THING THAT SAVED !PPLE DURING THE LATE S WHEN THE COMPANY WAS IN DANGER OF GOING OUT OF BUSINESS ACCORDING TO 'IL !MELIO THE #%/ IN CHARGE AT THE TIME h)TS THE CULT v !MELIO TOLD #OMPUTERWORLD h)TS WHATS KEPT THE DAMN THING AmOAT THROUGH SOME OF THE MOST INCREDIBLY BAD BUSINESS DECISIONS )VE EVER SEEN ANYWHEREv $URING THIS TIME PSYCHOLOGIST 2OSS 'OLDSTEIN WAS COMMIS SIONED BY A RIVAL COMPUTER MANUFACTURER TO lGURE OUT HOW TO APPEAL TO MAROONED !PPLE CUSTOMERS IF THE COMPANY WENT UNDER 'OLDSTEIN A CLINICAL PSYCHOLOGIST WITH THE "23 'ROUP A MARKET RESEARCH lRM RECRUITED A NUMBER OF !PPLE USERS FOR A FOCUS GROUP 4O QUALIFY THEY HAD TO AGREE THEY WOULD CONSIDER MIGRATING TO 7INDOWS IF !PPLE WENT OUT OF BUSINESS "UT AS SOON AS THE SESSION STARTED THEY ALL REVERSED THEMSELVES AND SAID THEYD NEVER CONSIDER SWITCHING h4HEY WERE STEADFAST IN THEIR RESISTANCE TO MOVING OVER v 'OLDSTEIN SAID h)T WAS HUMOROUS 4HEY WERE PICKED BECAUSE THEY MIGHT SWITCH BUT THEY ALL SAID @)LL BE AN !PPLE USER UNTIL MY DYING KEYSTROKES4HE DEGREE OF LOYALTY TO THE PLATFORM AND EVERYTHING IT REPRESENTED WAS SO PROFOUND )T WAS FASCINATINGv 'OLDSTEIN SAID PARTICIPANTS LEFT BRAIN THE LOGICAL SIDE WAS TELL ING THEM THEY MIGHT HAVE TO SWITCH IF !PPLE WENT UNDER "UT THE RIGHT BRAIN THE EMOTIONAL ATTACHMENT TO !PPLE REJECTED IT 4HERE WAS A PROFOUND SENSE THAT !PPLE WAS ONE OF THEMˆ




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COUNTERCULTURE GRASSROOTS HUMAN APPROACHABLE 'OLDSTEIN SAID h!PPLE REALLY APPEALS TO THE HUMANISTIC SIDE OF PEOPLE v 'OLDSTEIN SAID h4HE IMAGE OF THE BRAND THE HERITAGE THE EXPERIENCE )T REALLY SPOKE TO WHO THEY WEREv "Y CONTRAST -ICROSOFT WAS THE DARK ENEMY h)T WAS ALMOST AS THOUGH THEY WERE PRISONERS OF WAR v 'OLDSTEIN SAID h-ICROSOFT HAD TAKEN OVER THE COMPUTER WORLD AND THEY MIGHT HAVE TO GO OVER BUT THEY WOULD NOT DO SO WILLINGLYv !S 'OLDSTEIN DISCOVERED FOR A LOT OF -AC FANS ONE OF THE MAJOR APPEALS OF !PPLE IS THAT ITS NOT -ICROSOFT 4O -AC USERS !PPLE REPRESENTS EVERY THING THAT -ICROSOFT ISNT !PPLE INNOVATES -ICROSOFT COPIES !PPLE PUTS OUT SOLID PRODUCTS -ICROSOFT PUTS OUT BUGGY ONES !PPLE REPRESENTS CREATIVITY AND INDIVIDUALITY -ICROSOFT REPRE SENTS BUSINESS AND CONFORMITY !PPLE IS THE SCRAPPY UNDERDOG -ICROSOFT IS THE BIG PREDATORY MONOPOLY 3UCH IS -AC USERS DERISION -ICROSOFT IS COMMONLY REFERRED TO AS -ICROOFT -ICROSHAFT OR -ICROSHIT "ILL 'ATES OF COURSE

IS THE !NTICHRIST 4HERES THE COMMON PERCEPTION THAT 'ATES IS IN BUSINESS FOR EVERY PENNY HE CAN GET WHILE !PPLE EXISTS TO CREATE GREAT TECHNOLOGYˆTO CHANGE THE WORLD IN 3TEVE *OBS WORDS &OR !PPLE TURNING A PROlT IS SECOND ARY h4HERES A LOT OF ILL WILL TOWARD -ICROSOFT FOR A LOT OF REASONS v SAID 3TEVE -ANNING COFOUNDER OF )GOR A BRAND CONSULTANCY IN 3AN &RANCISCO #ALIFORNIA h-ICROSOFT CRAMS A BAD SYSTEM DOWN PEOPLES THROATS )TS THE EVIL EMPIRE "IG "ROTHER A MONOLITHIC CORPORATION !PPLE HAS DONE A LOT OF THINGS RIGHT IN THE WAY THEY POSITION THEMSELVES AND THE WAY THEY SPEAK TO THE WORLDv -ANNING SAID THAT WHILE HES OBLIGED TO USE A 7INDOWS MACHINE AT WORK HE WENT OUT AND BOUGHT SEVERAL -ACS FOR HIS HOME ,IKE A LOT OF -AC FANS HE ENJOYS THE FEELING THAT HES IN CONTROL OF HIS COMPUTER RATHER THAN -ICROSOFT h!T HOME IT@S NICE TO USE A MACHINE THAT THE CORPORATION CANT FORCE YOU TO USE v HE SAID h)TS MINE )TS PERSONAL 4HIS IS MINE AND YOU CANT TAINT ITv






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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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h)TS A REALLY POWERFUL BRAND v SAID 2OBIN 2USCH EDITOR OF BRANDCHANNELCOM WHICH AWARDED !PPLE h"RAND OF THE 9EARv IN  h4HE OVERWHELMING PRESENCE OF !PPLE COMES THROUGH IN EVERYTHING THEY DOv

!SK MARKETERS AND ADVERTISING EXPERTS WHY -AC USERS ARE SO LOYAL AND THEY ALL CITE THE SAME REASON !PPLES BRAND )TS NO COINCIDENCE THAT DURING THE LATE S AND EARLY S IT WAS A MARKET ING EXECUTIVE FROM 0EPSI *OHN 3CULLEY WHO TURNED !PPLE INTO THE BIGGEST SINGLE COMPUTER COMPANY IN THE WORLD WITH  BILLION IN ANNUAL SALES 3CULLEY MARKETED !PPLE LIKE CRAZY BOOSTING THE ADVERTISING BUDGET FROM  MIL LION TO  MILLION h0EOPLE TALK ABOUT TECHNOLOGY BUT !PPLE WAS A MARKETING COMPANY v 3CULLEY TOLD THE 'UARDIAN NEWSPA PER IN  h)T WAS THE MARKETING COMPANY OF THE DECADEv

-ARKETER -ARC 'OBÏ AUTHOR OF %MOTIONAL "RANDING AND PRINCIPAL OF DG WORLD WIDE SAID !PPLES BRAND IS THE KEY TO ITS SURVIVAL )TS GOT NOTHING TO DO WITH INNOVATIVE PRODUCTS LIKE THE I-AC OR THE I0OD h7ITHOUT THE BRAND !PPLE WOULD BE DEAD v HE SAID h!BSOLUTELY #OMPLETELY 4HE BRAND IS ALL THEYVE GOT 4HE POWER OF THEIR BRANDING IS ALL THAT KEEPS THEM ALIVE )TS GOT NOTHING TO DO WITH PRODUCTSv

4HE CURRENT #%/ 3TEVE *OBS SPENT  MILLION MARKETING THE I-AC WHICH WAS A RUNAWAY HIT !PPLE CONTINUES TO SPEND LOTS OF MONEY ON HIGH PROlLE ADS LIKE THE 3WITCH CAMPAIGN AND IT SHOWS

'OBÏ WHO HAILS FROM &RANCE FORMULATED THIS VIEW WHILE RESEARCHING HIS BOOK IN WHICH HE TELLS HOW BRANDS HAVE ESTABLISHED DEEP LASTING BONDS WITH THEIR CUSTOMERS !PPLE OF COURSE IS THE ARCHETYPAL EMOTIONAL BRAND )TS NOT JUST INTIMATE




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WITH ITS CUSTOMERS IT IS LOVED /THER EXAM PLES ARE AUTOMAKER ,EXUS RETAILER 4ARGET AND OUTDOOR CLOTHING LINE 0ATAGONIA h!PPLE IS ABOUT IMAGINATION DESIGN AND INNOVA TION v 'OBÏ SAID FROM HIS OFlCE IN .EW 9ORK h)T GOES BEYOND COMMERCE 4HIS BUSINESS SHOULD HAVE BEEN DEAD  YEARS AGO BUT PEOPLE SAID WEVE GOT TO SUPPORT ITv

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'OBÏ IS OF COURSE REFERRING TO !PPLES lNAN CIAL TAILSPIN DURING THE MID S WHEN THE COMPANY LOOKED IN DANGER OF GOING OUT OF BUSINESS !T THE TIME ITS PRODUCTS WERE LACK LUSTER ITS BRANDING A MESS h"EFORE 3TEVE *OBS CAME BACK THE BRAND WAS PRETTY MUCH GONE v HE SAID h4HATS ONE OF THE REASONS !PPLE HAS BEEN REBRANDEDˆTO REJUVENATE THE BRANDv !PPLE ABANDONED THE OLD RAIN BOW HUED !PPLE LOGO IN FAVOR OF A MINIMALIST MONOCHROME ONE GAVE ITS COMPUTERS A FUNKY COLORFUL LOOK AND STREAMLINED THE MESSAGES IN ITS ADVERTISING )TS DONE WONDERS 'OBÏ SAID 'OBÏ ARGUED THAT IN SOME CASES BRANDING HAS BECOME AS POWERFUL AS RELIGION h0EOPLES CONNECTIONS WITH BRANDS TRAN SCEND COMMERCE v HE SAID 'OBÏ CITED .IKE WHICH SPARKED CUSTOMERS IRE WHEN IT WAS REVEALED THE COMPANYS PRODUCTS WERE ASSEMBLED IN SWEATSHOPS h4HEY WERE NOT PISSED ABOUT THE PRODUCTS v 'OBÏ SAID h)TS ABOUT THE COMPANYS ETHICS )TS INTERESTING HOW EMOTIONALLY INVOLVED PEOPLE AREv !CCORDING TO 'OBÏ EMOTIONAL BRANDS HAVE THREE THINGS IN COMMON 4(% #/-0!.9 02/*%#43 ! (5-!.)34)# #/20/2!4% #5,452% !.$ ! 342/.' #/20/2!4% %4()# #(!2

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h4AKE THE I0OD IT BRINGS AN EMOTIONAL SEN SORY EXPERIENCE TO COMPUTING v 'OBÏ SAID h!PPLES DESIGN IS PEOPLE DRIVENv 'OBÏ NOTED THAT !PPLE HAS ALWAYS PROJECTED A HUMAN TOUCHˆ FROM THE CHARISMA OF 3TEVE *OBS TO THE NOTION THAT ITS PRODUCTS ARE SOLD FOR A LOVE OF TECHNOLOGY h)TS LIKE HAVING A GOOD FRIEND v 'OBÏ SAID h4HATS WHATS INTERESTING ABOUT THIS BRAND 3OMEWHERE THEY HAVE CREATED THIS REALLY HUMANISTIC BEYOND BUSINESS RELATIONSHIP WITH USERS AND CREATED A CULT LIKE RELATIONSHIP WITH THEIR BRAND )TS A BIG TRIBEˆEVERYONE IS ONE OF THEM 9OURE PART OF THE BRANDv 4HE HUMAN TOUCH IS ALSO EXPRESSED IN PRODUCT DESIGN 'OBÏ SAID !PPLES mAT SCREEN I-AC FOR EXAMPLE WAS MARKETED AS THOUGH IT WERE CREATED PERSONALLY BY 3TEVE *OBS AND *ONATHAN )VE NOT BY FACTORY WORKERS IN !SIA h0EOPLE ARE ANXIOUS AND CONFUSED v 'OBÏ SAID h4ECHNOLOGY IS ACCELERATING FASTER AND FASTER THAN WE CAN KEEP UP WITH 0EOPLE NEED TO lND SOME GROUNDING THAT HUMAN TOUCH THE LEADING HAND 4HERES A NEED TO RECREATE TRIBES THAT GIVE PEOPLE A GROUNDINGv

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BLUNDERED HERE !PPLE ON THE OTHER HAND COMES ACROSS AS PRO FOUNDLY HUMANIST )TS FOUNDING ETHOS WAS POWER TO THE PEOPLE THROUGH TECHNOLOGY AND IT REMAINS COMMITTED TO COMPUTERS IN EDUCATION h)TS ALWAYS ABOUT PEOPLE v 'OBÏ SAID

7RITER .AOMI +LEIN IS A LEADING CRITIC OF BRANDING ESPECIALLY !PPLES +LEIN AUTHOR OF .O ,OGO ARGUES THAT COMPANIES LIKE !PPLE ARE NO LONGER SELLING PRODUCTS 4HEY ARE SELLING BRANDS WHICH EVOKE A SUBTLE MIX OF PEOPLES HOPES DREAMS AND ASPIRATIONS +LEIN NOTES HOW "ENETTON USED IMAGES OF RACIAL




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HARMONY TO SELL CLOTHES WHILE !PPLE USED GREAT LEADERSˆ#ESAR #HAVEZ 'ANDHI AND THE $ALAI ,AMAˆTO PER SUADE PEOPLE THAT A -ACINTOSH MIGHT ALSO ALLOW THEM TO h4HINK $IFFERENTv h0EOPLE ARE DRAWN TO THESE BRANDS BECAUSE THEY ARE SELLING THEIR OWN IDEAS BACK TO THEM THEY ARE SELLING THE MOST POWERFUL IDEAS THAT WE HAVE IN OUR CULTURE SUCH AS TRANSCENDENCE AND COMMUNITYˆEVEN DEMOCRACY ITSELF THESE ARE ALL BRAND MEANINGS NOW v SHE TOLD THE 'UARDIAN NEWSPAPER +LEINS ANALYSIS OF BRANDING lNDS A RECEPTIVE AUDIENCE IN THE MARKETING COMMUNITY *EAN -ARIE $RU DESCRIBED BY !DBUSTERS AS THE hAD INDUSTRYS CURRENT WONDERKID v ALSO BELIEVES THAT BRANDS THRIVE OR PERISH BASED ON THE IDEALS THEY ESPOUSE h!PPLE EXPRESSES LIBERTY REGAINED 0EPSI YOUTHFULNESS /IL OF /LAY TIMELESS BEAUTY 3ATURN THE !MERICAN COMPETITIVE SPIRIT AND !44 THE PROMISES OF THE FUTURE v HE WROTE IN HIS BOOK $ISRUPTION 4O $RU BRANDS ARE MORE IMPORTANT THAN PRODUCTS 0RODUCTS HAVE LIMITED LIFE CYCLES BUT BRANDSˆIF MANAGED WELLˆLAST FOREVER h4HE BATTLE OF BRANDS AND PRODUCTS WILL BE ABOVE ALL A BATTLE OF IDEAS v HE WROTE 2YAN "IGGE WRITING IN !DBUSTERS SAID h/UR DREAMS AND DESIRES FOR A BETTER WORLD ARE NO LONGER ARTICULATED BY *&+S NOR GENERATED THROUGH PERSONAL EPIPHANIESˆTHEY ARE NOW THE INTELLECTUAL CURRENCY OF 0EPSI AND $IESEL 7E USED TO HAVE MOVEMENTS FOR CHANGEˆNOW WE HAVE PRODUCTS "RANDS MAY BEFRIEND US CONSOLE US AND INSPIRE US BUT THE RELATIONSHIP COMES AT THE HIGHEST PRICE IMAGINABLEˆTHE LOSS OF SELFv !PPLES FAMOUS hv 3UPER "OWL AD FOR EXAMPLE WAS EXPRESSLY POLITICAL )TS MESSAGE WAS GIVE POWER TO THE MASSES 4HE POWER OF COURSE WAS COMPUTING POWER h-ACINTOSH WAS ALWAYS BIGGER THAN THE PRODUCT v 3TEVE (AYDEN THE ADS COPY WRITER TOLD !DWEEK h7E THOUGHT OF IT AS AN IDEOLOGY A VALUE SET )T WAS A WAY OF LETTING THE WHOLE WORLD ACCESS THE POWER OF COMPUTING AND LETTING THEM TALK TO ONE ANOTHER 4HE DEMOCRATI ZATION OF TECHNOLOGYˆTHE COMPUTER FOR THE REST OF USv

4HE hv AD BEGAN A BRANDING CAMPAIGN THAT PORTRAYED !PPLE AS A SYMBOL OF COUN TERCULTUREˆREBELLIOUS FREE THINKING AND CREATIVE !CCORDING TO #HARLES 0ILLAR A COLUMNIST FOR THE ,OS !NGELES 4IMES THIS IMAGE IS A CALCULATED MARKETING PLOY TO SELL EXPENSIVE COMPUTERS h%XPRESSIONS OF ALMOST SPIRITUAL FAITHFULNESS TO THE -AC ALTHOUGH HEARTFELT WERENT A PURELY SPON TANEOUS RESPONSE TO A SUBLIME CREATION v HE WROTE h4HEY WERE A RESPONSE TO A CAL CULATED MARKETING PLOY TO SELL COMPUTERS THAT COST MUCH MORE THAN COMPETING BRANDS h)M NOT MAKING THIS UP -EMBERS OF THE -ACS ORIGINAL ENGI NEERING AND MARKETING TEAM TOLD ME ALL ABOUT IT 4HEY DID IT BY BUILDING A SENSE OF BELONGING TO AN ELITE CLUB BY PORTRAYING THE -AC AS EMBODYING THE VALUES OF RIGHTEOUS OUTSIDERISM AND REBELLION AGAINST INJUSTICE )T STARTED IN THE EARLY S WITH THE FAMOUS @ 46 COMMERCIAL THAT LAUNCHED THE -AC AND CON TINUED WITH @4HE COMPUTER FOR THE REST OF US SLOGAN AND SEVERAL AD CAMPAIGNS PLAYING ON A REVOLUTIONARY THEMEv 3TEVE -ANNING COFOUNDER OF )GOR A BRAND CONSULTANCY IN 3AN &RANCISCO #ALIFORNIA SAID EVEN A SEASONED PROFESSIONAL LIKE HIMSELF IS SEDUCED h%VEN THOUGH ) UNDERSTAND THIS STUFF )VE BOUGHT INTO IT v HE SAID h) OWN FOUR -ACS 4HEYRE MORE EXPEN SIVE BUT THE ADVERTISING AND MARKETING WORKSv

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 #ONSUMER BEHAVIORISTS LIKE 4OM /'UINN THINK THE KEY TO !PPLES CUSTOMERS LOYALTY IS THE -AC COMMUNITY ITSELF !PPLE USERS ARE NOT LOYAL TO !PPLE PER SE 4HEY ARE LOYAL TO !PPLE AND TO EACH OTHER h)TS NOT JUST ABOUT THE RELATIONSHIP TO THE MAR KETER v SAID /'UINN h)TS A TRIAD BETWEEN MARKETER CUSTOMER AND CUSTOMERv /'UINN SAID THATS WHY THERES A STORM OF PROTEST ABOUT !PPLES TREATMENT OF ITS CUSTOMERS BUT FEW DEFECTIONS TO OTHER COMPUTER PLATFORMS h9OU MAY GET MAD AT THE COMPANY BUT THE BOND WITH THE COMMUNITY MEANS YOU DONT REALLY HAVE A



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HEYgRE MORE EXPENSIVE BUT THE ADVERTISING AND MARKETING WORKSv CHOICE v HE SAID h9OU MAY COMPLAIN BUT YOURE NOT GOING TO LEAVE )N A COHESIVE COMMUNITY THE MARKETER CAN GET AWAY WITH ALL KINDS OF STUFF BECAUSE THE COHESION IS SO STRONGv /'UINN A PROFESSOR AT THE 5NIVERSITY OF )LLINOISS #OLLEGE OF !DVERTISING IS A LEADING EXPERT IN hBRAND COMMUNITIES v OF WHICH THE -AC COMMUNITY IS A PRIME EXAMPLE )N -ARCH  /'UINN COAUTHORED A PAPER WITH !LBERT -UNIZ OF $E0AUL 5NIVERSITY IN #HICAGO INTRODUCING THE IDEA OF BRAND COMMUNI TIESˆA COMMUNITY THAT HAS DEVELOPED AROUND A BRAND INSTEAD OF SAY A NEIGHBORHOOD CHURCH PASTIME OR PROFESSION h4HIS IS ABOUT BRANDS v THE AUTHORS WROTE h4HIS IS THE TIE THAT BINDSv 0UBLISHED IN THE *OURNAL OF #ONSUMER 2ESEARCH THE PAPER WAS THE FRUIT OF lVE YEARS OF RESEARCH /'UINN SAID !CCORDING TO -UNIZ AND /'UINN RESEARCH INTO CONSUMER BEHAVIOR HAS TRA DITIONALLY FOCUSED ON THE RELATIONSHIP BETWEEN A MARKETER AND AN INDIVIDUAL CONSUMER $ESPITE THE CENTRALITY OF COMMUNITY TO MODERN SOCIAL THOUGHT IT IS RARELY APPLIED TO GROUPS DEVOTED TO PARTICULAR BRANDS4HE PAPER EXPLORED THREE BRAND COMMUNITIES LOYAL TO THE -ACINTOSH 3AAB AND THE &ORD "RONCO 4HE AUTHORS ARGUED THAT THESE COMMUNITIES ARE REAL COMMUNI TIES NOT AD HOC COALITIONS OF LIKE MINDED PEOPLE .OR ARE THEY hHOMOGENOUS LIFESTYLE SEGMENTSv OR hCONSUMPTION CONSTEL LATIONSv 4HEY ARE REAL COMMUNITIES BOUND BY A BRAND THAT DISPLAY THREE CENTRAL CHARACTERISTICS OF ALL COMMUNITIES 3(!2%$ #/.3#)/53.%33 ! SHARED CONSCIOUSNESS OR

hCONSCIOUSNESS OF KIND v IS THE MOST IMPORTANT ELEMENT THE AUTHORS NOTE )T IS A SENSE OF hWE NESSv 4HE AUTHORS ARGUED THAT IT DOESNT MATTER THAT THE -AC COMMUNITY IS MEDIATED BY MASS MEDIA MAGAZINES BOOKS AND THE )NTERNET !LTHOUGH MEMBERS ARE SPREAD ALL OVER THE GLOBE THEY EASILY IMAGINE THEY ARE ALIKE BECAUSE THEY ASSUME THEY SHARE COMMON VALUES h-EMBERS FEEL THAT THEY @SORT OF KNOW EACH OTHER AT SOME LEVEL EVEN IF THEY HAVE NEVER MET v THE AUTHORS WROTE 2)45!,3 !.$ 42!$)4)/.3 -EMBERS OF BRAND COMMUNITIES

ENGAGE IN CERTAIN RITUALS AND TRADITIONS 3AAB DRIVERS WAVE TO EACH OTHER AS THEY PASS ON THE ROAD -AC USERS OFTEN SHARE STO RIES ABOUT THE BRANDˆTHE -ACS RELATIVE IMMUNITY TO VIRUSES FOR EXAMPLE4HERES THE COMMUNAL USE OF LOGOS -AC USERS ARE

WELL KNOWN FOR THEIR PREDILECTION FOR !PPLE STICKERS 4 SHIRTS AND 7EB BANNERS THE AUTHORS WROTE 4HEY ALSO SHOW A KEEN INTER EST IN THE HISTORY OF !PPLE ! LOT OF -AC USERS KNOW THE DATE *ANUARY  ˆTHE DAY THE -AC WAS INTRODUCED -/2!, 2%30/.3)"),)49 -EMBERS HAVE A SENSE OF MORAL RESPONSIBILITY TO THE COMMUNITY AS A WHOLE AND TO EACH OTHER 0EOPLE LOOK OUT FOR EACH ANOTHER HELP REPAIR PRODUCTS SOLVE PROBLEMS AND SHARE INFORMATION LIKE WHERE TO GET THE BEST DEALS 4HIS INFORMATION IS OFTEN MORE USEFUL THAN INFORMATION PROVIDED BY THE MARKETER BECAUSE ITS UNTAINTED BY SELF INTEREST THE AUTHORS WROTE

)N CONCLUSION -UNIZ AND /'UINN SAID BRAND COMMUNITIES PERFORM SEVERAL IMPORTANT FUNCTIONS ON BEHALF OF THE BRAND RECRUITING NEW MEMBERS PERPETUATING THE HISTORY AND CULTURE OF THE BRAND AND PROVIDING FREE HELP AND INFORMATION 4HE COMMUNITY ALSO EXERTS A LOT OF PRESSURE ON MEMBERS TO REMAIN LOYAL /F THE THREE THE -AC COMMUNITY IS THE MOST COHESIVE THE AUTHORS NOTED /N THE DOWNSIDE BRAND COMMUNITIES CAN BE A PAIN IN THE NECK FOR A SECRETIVE MARKETER LIKE !PPLE h"RAND COMMUNITIES PARTICULARLY THOSE OPERATING WITHIN COMPUTER MEDIATED ENVI RONMENTS COULD POSE ENORMOUS RUMOR CONTROL PROBLEMS v THE AUTHORS WROTE -UNIZ AND /'UINN NOTED THAT SOCIAL CRITICS OFTEN BLAME CON TEMPORARY COMMERCE FOR THE DESTRUCTION OF COMMUNITIES &ROM +ANT AND -ARX ONWARD MANY THEORISTS HAVE ARGUED THAT MOD ERN INDUSTRIALIZATION HAS DESTROYED TRADITIONAL LARGELY AGRARIAN COMMUNITIES BRINGING DISLOCATION ISOLATION AND THE PROFOUND DISCONTENT OF THE MODERN SOUL "UT -UNIZ AND /'UINN SEE POSITIVE BENElTS OF BRAND COMMUNITIES 4HEY GIVE CONSUMERS A GREATER VOICE PROVIDE AN IMPORTANT INFORMATION RESOURCE AND GRANT WIDER SOCIAL BENElTS THROUGH COMMUNAL INTERACTION h4HE INTERSECTION OF BRANDˆA DElNING ENTITY OF CONSUMER CULTUREˆAND COMMUNITYˆA CORE SOCIOLOGICAL NOTIONˆIS AN IMPORTANT ONE v THE AUTHORS WROTE h7E BELIEVE BRAND COM MUNITIES TO BE REAL SIGNIlCANT AND GENERALLY A GOOD THING A DEMOCRATIC THING AND EVIDENCE OF THE PERSISTENCE OF COMMU NITY IN CONSUMER CULTUREv





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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,EVINE A SELF CONFESSED -AC NUT h&OR A LOT OF PEOPLE WHO ARE NOT COMFORTABLE WITH RELIGION IT PROVIDES A COMMUNITY AND A COMMON HERITAGE ) THINK -AC USERS HAVE A CERTAIN COMMON WAY OF THINKING A WAY OF DOING THINGS A CERTAIN MINDSETv h0EOPLE SAY THEY ARE A "UDDHIST OR A #ATHOLIC v HE ADDED h7E SAY WERE -AC USERS AND THAT MEANS WE HAVE SIMILAR VALUESv 2USSELL "ELK A CONSUMER BEHAVIORIST AT THE 5NIVERSITY OF 5TAH GOES FURTHER (E ARGUES THAT THE -AC COMMUNITY IS QUASI RELIGIOUS "ELK HAS BEEN STUDYING THE -AC COMMUNITY FOR A COUPLE OF YEARS AND HAS PRODUCED A VIDEO MONOGRAPH CALLED 4HE #ULT OF -ACINTOSH BASED ON A SERIES OF INTERVIEWS WITH -AC USERS )T WAS SHOWN IN PUBLIC FOR THE lRST TIME IN /CTOBER  AT A MARKETING CON FERENCE IN !TLANTA h4HE -AC AND ITS FANS CONSTITUTE THE EQUIVALENT OF A RELIGION v "ELK WROTE IN THE VIDEOS ABSTRACT h4HIS RELIGION IS BASED ON AN ORIGIN MYTH FOR !PPLE #OMPUTER HEROIC AND SAVIOR LEG ENDS SURROUNDING ITS COFOUNDER AND CURRENT #%/ 3TEVE *OBS THE DEVOUT FAITH OF ITS FOLLOWER CONGREGATION THEIR BELIEF IN




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THE RIGHTEOUSNESS OF THE -ACINTOSH THE EXISTENCE OF ONE OR MORE 3ATANIC OPPO NENTS -AC BELIEVERS PROSELYTIZING AND CONVERTING NONBELIEVERS AND THE HOPE AMONG CULT MEMBERS THAT SALVATION CAN BE ACHIEVED BY TRANSCENDING CORPORATE CAPITALISMv 2ELIGION "ELK SAID IS A BELIEF STRUCTURE THAT HELPS PEOPLE MAKE SENSE OF THE WORLD 4HE hCULT OF -ACv IS A SET OF BELIEFS ABOUT !PPLE AND THE -AC THAT MAKE SENSE OF THE WORLD OF TECHNOLOGY )T ALSO IMPARTS THE COMMUNITY WITH A QUASI RELIGIOUS CHARACTER

-/2% (%,0%23 THE ENGINEERS AND ART ISTS WHO CREATED THE lRST -AC !0/4(%/3)3 *OBS IS ANOINTED AS THE

TECHNOLOGY INDUSTRYS SEER A PROPHET &,)'(4 THE EXPULSION FROM !PPLE AND A DECADE IN THE WILDERNESS AT .E84 #OMPUTER 2%3522%#4)/. THE RETURN TO !PPLE 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 TO CREATE OR DESTROY !PPLES hCORPORATE MYTHOLOGYv PORTRAYS HIM AS A hSAVIORv *OBS LIFE STORY IN FACT ADHERES CLOSELY TO THE CLASSIC HEROIC ADVENTURE MYTHS DELINEATED BY *OSEPH #AMPBELL "ELK NOTED *UST LIKE THE LEGENDS OF /DYSSEUS *ASON +RISHNA OR #HRIST THE *OBS MYTHOLOGY CONTAINS THE SAME KEY ELEMENTS 4(% #!,,4/ !$6%.452% JOINING THE (OMEBREW #OMPUTER #LUB ! (%,0%2 3TEVE 7OZNIAK ! 7/.$2/53 */52.%9 THE EXPLOSIVE GROWTH OF THE EARLY

0# INDUSTRY 42)!,3 COMPETITION FROM )"- AND FAILURES LIKE THE ,ISA AND

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"ELK NOTED THAT *OBS IS OFTEN PORTRAYED AS SAINTLY AND ASCETIC (E DRAWS NO SALARY AND HE IS A NONSMOKING VEGAN "ELK SAID -AC USERS HAVE A LOVE HATE RELATIONSHIP WITH *OBS (E CAN BE A VISIONARY OR A DESPOTIC TYRANT 7HILE CONDUCTING THE INTERVIEWS FOR THE VIDEO "ELK SAID HE NOTICED HOW -AC USERS FREQUENTLY REFERRED TO THE COMMUNITY AS RELIGIOUS IN CHARACTER -AC USERS TALK ABOUT hEVANGELIZINGv THE PLATFORM BEING hPERSECUTEDv FOR USING A -AC IN A 7INDOWS DOMINATED WORLD AND THE hSACRIlCESv THEY MAKE FOR THEIR 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 ITY AND THEYRE SUFFERING FOR THEIR BELIEFS 4HERES A FEELING OF MARTYRDOM THAT HAS BEEN CULTIVATEDv "ELK SAID -AC USERS OFTEN INVOKE MORAL REASONS FOR THEIR CHOICE OF MACHINE4O 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 NOBLE UNDERTAKING THAN ONE THAT IS MERCENARY v ONE INTERVIEWEE TOLD "ELK !PPLES MARKETING DEPARTMENT WORKS HARD TO FOSTER THE DEVO TION OF ITS FOLLOWERS "ELK SAID 4HE CORPORATE MYTH OF THE COMPANYS FOUNDINGˆTWO GUYS IN A GARAGEˆRESONATES WITH BIBLICAL OVERTONES h)TS A MIRACULOUS BIRTH IN HUMBLE SURROUND INGS v "ELK SAID 4HE !PPLE LOGO IS ANOTHER BIBLICAL REFERENCE "ELK SAID !PPLE EMPLOYED A CHIEF EVANGELIST 'UY +AWASAKI WHOSE JOB WAS TO BRING hGOOD NEWSv TO THE -AC CONGREGATION VIA THE %VANGE,IST MAILING LIST !T ONE POINT +AWASAKI ATTENDED "ILLY 'RAHAMS SCHOOL OF EVANGELISM "ELK SAID SOME -AC USERS WERE MORE EXTREME THAN OTHERS AND MANY PROJECTED THEIR OWN hCLOSET FANATICISM v IN "ELKS WORDS ONTO OTHERS PERCEIVED AS MORE ZEALOUS (OWEVER "ELK SAID ALL THE INTERVIEWEES REPEATED THE SAME IDEAS WHICH TOLD "ELK THEY SHARED COMMON BELIEFS 4HE -AC COMMUNITY MAY RESEMBLE A CONGREGATION BUT IS IT A CULT FULL OF ZOMBIE LIKE FANS SLAVISHLY DEVOTED TO !PPLE AND ALL ITS WORKS 7OULD -AC FANS QUAFF POISONED +OOL !ID IF 3TEVE *OBS COMMANDED IT 4HE PRESS CERTAINLY THINKS SO !PPLE IS CONSTANTLY REFERRED TO AS A hCULT BRAND v AND -AC USERS AS THE hCULT OF -ACv !UTHOR $OUGLAS 2USHKOFF SAYS THE -AC COMMUNITY HAS ALL THE HALLMARKS OF A CULT (E DEVOTED A CHAPTER TO THE CULT OF -ACINTOSH IN A RECENT BOOK #OERCION 7HY 7E ,ISTEN TO 7HAT h4HEYv 3AY !CCORDING TO 2USHKOFF -AC USERS PERCEIVE THEM SELVES AS A PERSECUTED MINORITY A TELLTALE CULT TRAIT !ND THE LINE BETWEEN SELF IMAGE AND THE !PPLE BRAND IS OFTEN BLURRED -AC USERS WORK ON -ACS THEIR FRIENDS WORK ON -ACS THEY WEAR !PPLE LOGO SHIRTS AND THEY DRIVE CARS SPORTING !PPLE STICKERS 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 A (ARLEY HELPS IDENTIFY A BIKER MORE THAN ANY OF THE @RICE EATERS THAT THE MAJORITY RIDE A -AC HELPS A PERSON CREATE A SENSE OF INDIVIDUATION !T LEAST IN IMAGE IF NOT IN REALITYv &OR 2USHKOFF THE CLEAREST SIGN IS THE DONATION OF TIME AND ENERGY TO SELL COMPUTERS ON !PPLES BEHALF 2USHKOFF WAS AMAZED TO DISCOVER THAT -AC ENTHUSIASTS WENT TO COMPUTER

STORES TO ACT AS VOLUNTEER SALESPEOPLE IN THE HOPE OF CONVERTING NONBELIEVERS %VEN -AC USERS DESCRIBE THE COMMUNITY AS A CULT 2ODNEY ,AIN A POPULAR ONLINE COLUMNIST NOTED THE -AC COMMUNITY IS INSULAR POLARIZED ELITIST AND PREOCCUPIED WITH RECRUITING NEW MEMBERS h4HE -AC COMMUNITYˆSOME OF US ANYWAYˆEXHIB ITS CHARACTERISTICS OF CULT BEHAVIOR v HE WROTE h2EAD SOME OF THE -AC RELATED MAILING LISTS 3OMETIMES YOULL CRINGE AT THE FANATICISM +EEP IN MIND THAT ) AM A -AC FANATIC MYSELF ) SHOULD KNOW ONE WHEN ) SEE ONEv $AVE !RNOTT AUTHOR OF #ORPORATE #ULTS SAID THE -AC COMMU NITY SHOWS SIGNS OF CULTLIKE DEVOTION -AC USERS ARE COMPLETELY DEDICATED TO THE PLATFORM THEY ARE ISOLATED FROM THE MAIN STREAM AND IN 3TEVE *OBS THEY HAVE A CHARISMATIC LEADER h3OME ;-AC USERS= SEEM TO HAVE MADE AN IRRATIONAL DECISION TO STAY WITH THE SYSTEM WHEN PERHAPS THEY SHOULD HAVE NOT v HE SAID h4HATS CULTLIKE DEVOTIONv !RNOTT NOTED THAT MANY CULT MEMBERS FEEL BESIEGED AND THAT EXTERNAL PRESSURE LEADS TO GREATER GROUP COHESION 4HIS IS TRUE OF -AC USERS WHO FEEL UNDER CONSTANT THREAT FROM -ICROSOFT "UT !RNOTT SAID THE -AC IS CERTAINLY NOT A CULT $EVOTION TO THE -AC IS NO DIFFERENT THAN DEVOTION TO A CAR OR A HOBBY LIKE ROLL 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 MY CAR "UT ) WOULD GIVE IT UP )T DEPENDS ON THE DEPTH OF THE COMMITMENTv 3TEVE (ASSAN A CLINICAL PSYCHOLOGIST AUTHOR AND CULT EXPERT AGREED h4HERES DElNITELY A CULT OF -AC OUT THERE v HE SAID h) GUESS ) COULD BE CALLED A MEMBER OF THAT GROUP )M ALSO A MEMBER OF THE CULT OF BICYCLES SCUBA DIVING AND A FEW OTHER THINGS ) CARE ABOUT !S LONG AS ITS NOT DESTRUCTIVE ITS A HEALTHY AFlLIATIONv "UT (ASSAN A MEMBER OF THE -OONIES DURING THE S WHO HAS DEPROGRAMMED MEMBERS OF DESTRUCTIVE CULTS WAS QUICK TO POINT OUT THAT TRUE CULTSˆLIKE $AVID +ORESHS "RANCH $AVIDIANSˆARE AUTHORITARIAN HAVE A PYRAMID STRUCTURE AND PRACTICE BEHAVIOR MODIlCATION AND MIND CONTROL h4HERE IS A VAST DIFFERENCE BETWEEN THE -AC CULT AND A DESTRUCTIVE CULT v (ASSAN SAID h4HERES A CONTINUUM FROM HEALTHY TO DESTRUCTIVE )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 SOME PSYCHOLOGISTS AND ANTHROPOLOGISTS HUMAN SOCIAL INSTINCTS ARE KEY TO -AC LOYALTY *UST AS ANIMAL LOVERS ANTHROPO MORPHIZE THEIR PETS -ACS USERS ASSOCIATE HUMAN CHARACTERISTICS WITH THEIR MACHINES 'EOFFREY -ILLER AN EVOLUTIONARY PSYCHOLOGIST AT THE 5NIVERSITY OF .EW -EXICO SAID THE mAT PANEL I-AC FOR EXAMPLE TRIGGERS A FOSTERING RESPONSE BECAUSE IT RESEMBLES AN INFANT )N PSYCH TALK ITS NEOTENOUS )T HAS CHILDLIKE FEATURES LIKE THE BIG EYED CHARACTERS IN *APANESE ANIME h4HE NEW I-AC HAS THE ESSENTIAL FEATURES OF A BABY THAT NEEDS NURTURING v HE EXPLAINED h! BIG HEAD WITH A FRAIL NECK AND BODY4HESE ARE ALL THE CUES A HEALTHY HUMAN INFANT MIGHT GIVE )T SAYS @)VE GOT A BIG BRAIN SO )M WORTH TAKING CARE OF BUT )VE GOT A LITTLE NECK SO ) NEED NURTUR ING $ONT ABANDON ME FOR A $ELL 0# )T TAPS INTO A RESPONSE THE SAME WAY A HEALTHY BUT NEEDY INFANT DOESv -ACS ARE ALSO GENERALLY VIEWED AS hWARMv AND hFRIENDLY v AND BECAUSE OF THIS PEOPLE ENTER INTO SOCIAL RELATIONSHIPS WITH THEM -ILLER SAID h0EOPLE DONT RANK THEIR FRIENDS OBJECTIVELY OR SCRUTINIZE THEIR GOOD AND BAD TRAITS THEY SIMPLY ACCEPT THEM FAULTS AND ALL v HE SAID h!PPLE ISNT JUDGED BY PERFOR MANCE DIMENSIONS BECAUSE ITS A SOCIAL RELATIONSHIP ;USERS= HAVE WITH THEIR COMPUTER )TS A FRIENDSHIPv -ILLER ALSO SAID -ACS ARE MORE FEMININE THAN 7INDOWS 0#S !S A RESULT WOMEN FEEL LIKE THEIR -ACS ARE FRIENDS OR CONlDANTES

&OR THEIR PART MEN ARENT THREATENED BY -ACS BECAUSE THEYRE NOT SEXUAL RIVALS 4HEYRE MORE OF A FEMALE HELPER h&OR MEN IT FEELS LIKE A COURTSHIP WITH THE COMPUTER v -ILLER SAID h4HEY ARE GENTLEMANLY PROTECTIVE 4HE ;7INDOWS= 0# IS A MASCULINE DEVICE 7HY DO ) WANT A SEXUAL RIVAL ON MY DESKTOP RATHER THAN A FEMININE SERVANTv -ILLER IS THE AUTHOR OF 4HE -ATING -IND (OW 3EXUAL #HOICE 3HAPED THE %VOLUTION OF (UMAN .ATURE AND HE IS RESEARCH ING THE IMPACT OF EVOLUTIONARY PSYCHOLOGY ON MARKETING AND CONSUMER BEHAVIOR #LINICAL PSYCHOLOGIST 2OSS 'OLDSTEIN SAID -ACS ARE UNCON SCIOUSLY PERCEIVED AS SOMETHING LIKE AN OLDER BROTHERˆA LITTLE BIT NERDY PERHAPS BUT ALSO COOL FRIENDLY AND INTUITIVE -ICROSOFT ON THE OTHER HAND IS MORE PATERNAL A RIGID COLD FATHER lGURE h;!PPLE= INTRODUCED A SENSE OF PLAY TO COMPUT ING v 'OLDSTEIN SAID h-ICROSOFT IS DEMANDING DISCIPLINED AND ALSO FUCKED UP )T GIVES THE EXPERIENCE OF BEING UNDER THE THUMB 4HERES THIS RELATIONSHIP WITH THE TWO BRANDSv 'OLDSTEIN SAID AN ELEMENT OF hIMPRINTINGv MAY ALSO BE PRESENT IN PEOPLES RELATIONSHIPS WITH THEIR -ACS $ISCOVERED BY ANIMAL BEHAVIORIST +ONRAD ,ORENZ IMPRINTING HAPPENS WHEN NEWBORN ANIMALS ASSOCIATE THEIR MOTHER WITH THE lRST THING THEY SEE $UCKLINGS FOR EXAMPLE IMPRINT ON A STUFFED FOX IF THATS WHAT THEY ENCOUNTER ON HATCHING ,IKEWISE 'OLDSTEIN SAID COM PUTER NEOPHYTES IMPRINT ON -ACS IF THATS THEIR lRST MACHINE






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"RIGITTE *ORDAN A CORPORATE ANTHRO POLOGIST AT THE 0ALO !LTO 2ESEARCH #ENTER SAID -AC USERS WERE DEVOTED TO THEIR MACHINES BECAUSE OF THEIR UNIQUE DESIGN AND THE hPLAYFUL CHEER FULv INTERFACE "UT SHE NOTED THAT 0# USERS CAN BE JUST AS DEDICATED TO THEIR MACHINES *ORDAN SAID PEOPLE ARE ATTACHED TO THEIR COMPUTERS FOR TWO REASONS #OMPUTERS ARE STOREHOUSES OF OWNERS IDENTITIES AND THEY ARE INTERACTIVE h#OMPUTERS ARE NOW CENTRAL TO OUR LIVES v SHE SAID h0EOPLE CAN NOT OPERATE WITHOUT THEM ) WOULD BE ABSOLUTELY SUNK WITHOUT ALL THE INFORMATION ON MY COMPUTER 7HEN A SYSTEM GOES DOWN IT FEELS LIKE A PART OF OURSELVES IS CUT OFF4HEY FUNCTION AS PART OF YOUR MEMORY 9OU DONT HAVE TO REMEMBER THINGS BECAUSE THE MACHINE DOES IT FOR YOUv

ITY HARDWIRED INTO US THAT UNDERLIES OUR FASCINATION WITH COMPUTERSv /F COURSE ALL OF THIS SOUNDS LIKE PSY CHOBABBLE TO -AC USERS $OES ANYONE BUY A -AC BECAUSE IT BRINGS OUT THEIR PARENTING INSTINCTS GRANTS MEMBER SHIP TO A NEW AGE CULT OR MAKES THEM FEEL LIKE 'ANDHI h.O ONE LIKES TO HAVE THEIR RATIONALITY CHALLENGED v SAID 2AINES #OHEN ONE OF THE COFOUND ERS OF "-5' A PIONEERING -AC USER GROUP BASED IN "ERKELEY #ALIFORNIA !SK ANY -AC USER WHY THEY USE A -AC AND THEY WILL EXTOL THE VIRTUES OF THE MACHINEˆITS EASE OF USE ITS STRIKING DESIGN ITS INNOVATIVE APPROACH TO TECHNOLOGY -ANY OF THE DOZENS MORE REASONS ARE EXHAUSTIVELY DOCUMENTED BY BOTH !PPLE AND SCORES OF -AC ADVOCACY SITES

h) USE THE -AC FOR ONLY ONE REASON v SAID -ARTIN *OSEPH h)TS THE BEST PERSONAL COMPUTER AVAILABLEv *OSEPH TAKES EXCEPTION 4HE INTERACTIVITY OF COMPUTERS ALSO TRIGGERS A DEEP PSYCHO TO CALLING -AC USERS CULTISTS ZEALOTS OR hRADICAL EXTREMIST FUN LOGICAL ATTRACTION h4HE COMPUTER IS THE ONE MACHINE THAT DAMENTALIST -ACHEADSv *OSEPH CONTENDS THAT CALLING THE -AC RESPONDS TO US MORE THAN ANY OTHER THING WE HAVE INVENTED v A CULT BRAND LABELS -AC USERS AS IRRATIONAL SHE SAID h#HILDREN ARE INHERENTLY ATTRACTED TO SOMETHING THATS RESPONSIVE THINGS THAT MOVE CATS MOBILES WIND UP TOYS h0ORTRAYING -AC PEOPLE AS ZEALOTS IS A WAY TO MINIMIZE THE FACT )TS SOMETHING THAT WERE HARDWIRED FOR )T UNDERLIES HUMAN THAT THE -AC IS A MORE ADVANCED SYSTEM v HE SAID h!CTUALLY SOCIABILITY )T PLAYS INTO OUR EVOLUTIONARY HERITAGE 7E LEARN LOOKING AT THE SOFTWARE AND HARDWARE COMBINATIONS AVAILABLE PRACTICALLY EVERYTHING BY SOCIAL INTERACTION 4HE COMPUTER IS ONE REALIZES THAT PEOPLE ARE DEDICATED TO -ACINTOSH BECAUSE IMPORTANT BECAUSE IT ENTERS INTO THE PROCESS )TS THAT BASIC ABIL IT JUST WORKSv