The Spirit of Apple
by Gerrit Dalman
I recently had the joy of attending the grand opening of the Apple Store in Penn Square Mall, Oklahoma City. As I stood in line with hundreds of eager Apple users chanting, "I. P. O. D. NANO!" I found myself thinking about one of the best but least tangible aspects of my digital lifestyle: the energy of the Apple-using community.
They're not just typical computer users. There's even a unique lexicon of words like "fanatic," "addict," and "evangelist" that are commonly used to illustrate their passionate devotion to the platform.
Clearly the kind of passion that makes a visit to an Apple Store more like a pilgrimage than a shopping trip cannot be unfounded. Hundreds and sometimes thousands of people waiting in line for the opening of a store have to be on to something. Apple is special and has fostered devotion in its customers through wonderful products, and an appeal that is ultimately rooted in the spirit of a company that is more than just a business.
Steve Jobs established that spirit by emphasizing that Apple doesn't just make products that sell. They make products that are meant to change the world. And who would say they haven't succeeded?
The original Macintosh established most of the user interface elements that we use on all computers today. How different would the information age be if we hadn't been introduced to such a useful metaphor for interacting with computers? And what about the cultural impact of the iPod? Apple has revolutionized the way we do things and thus fundamentally changed the world while inspiring the competition.
But that doesn't explain the fervor. Henry Ford and the Wright Brothers changed the world too, so the fanaticism of Apple's user base is more than appreciation for innovation. It's admiration of a corporation with delusions of grandeur.
Don't get me wrong - Apple is a business and very much interested in the all-mighty-dollar. But unlike some corporations, that's not their only motivation. The spirit of Apple is deeply rooted in innovation, creativity, and expression. They don't just build beige boxes. They build beautifully functional machines. They don't just create applications that get the job done. They create programs that make it easy for the user to translate the ideas in their head to reality.
From typography in the original Mac to iPhoto in OS X, it's always been about expressing vision. It's always been about sharing.
Back at the opening my group was asked by Apple corporate representatives why we were there. None of us was quick enough to provide an articulate response, but having reflected on the question, I can say that I was there because Apple, and the Macintosh in specific, encourages creativity in ways that no other technology does.
I was there because, like so many others, I have been able to share more of myself with the world because of Apple. Ultimately, whether it is online or in-line, sharing that passion with others gives me a sense of community and proximity that is what being an Apple user is all about.
As a customer, as a user, and as a part of a community, I am proud to share a little bit of what makes Apple "insanely great."