Nature Abhors an Apple Vacuum

Since its first splash on the newly emerging computing scene in the late 70's, Apple has always managed to maintain a special status with the media, who quickly realized that putting an Apple related headline on a front page dramatically increased readership.

No doubt part of this is can be attributed to the showmanship and pageantry of Steve Jobs, who can convey excitement about ideas that aren't obviously remarkable.

Andy Herzfeld, in his history of early Mac development from the perspective of Apple developers, credits Bud Tribble with first describing Jobs as having "a reality distortion field" where "reality is malleable. He can convince anyone of practically anything."

Of course, the public's obsession with Apple hasn't been sustained for thirty years due to Jobs' intense drive, enthusiasm, or charisma. Jobs has only been at Apple for two thirds of its history.

Employees at Apple quite literally changed the world, and the company has sustained wild success across generations of technology. Apple’s contributions to technology are also often more obvious to consumers, who can appreciate the iPod and the Mac easier than the products of Sun, HP, Xerox or other innovative, but unsexy tech companies.

Throughout most of its history, Apple had no problem making money; the real emphasis was on creating great products. In some cases, the zeal to over-engineer solutions to problems resulted in products that were never completed, failed in the market, or were too complex to ever see wide adoption. Notable examples: the Apple III, the Apple IIGS, PowerTalk, QuickDraw GX, Taligent, and Copland.

The same press that celebrated Apple though the 1980's was quick to jump on Apple's failures in the mid 1990's, by when it was impossible to find any mention of Apple that didn't use the term "beleaguered."

The Infatuation with Everything Apple

Apple's dramatic reinvention by NeXT, beginning in 1997, brought even greater attention to the company. The phoenix-like rise of Apple from directionless ashes into a revitalized company captivated public attention and cemented Apple's position as a widely recognized international brand.

Despite its tiny slice of the entire worldwide computer market, Apple reassumed leadership in the direction of personal computers. While the rest of the industry was distracted by various fads, from Network Computers to PC/TV convergence hybrids, Apple rolled out new machines that defined standards, raised the bar in quality, and pioneered new territories.

The iMac reintroduced home computers as a new consumer oriented product. It brought USB into the mainstream, and initiated a flurry of translucent imitations. Jeff Goldblum voiced iMac ads extolling its simple two step Internet access, with "there is no step three!"

Apple pioneered generations of computing “fashion,” replacing simple, molded plastic cases with innovative designs using hardware materials reinforced by graphic elements in Mac software: translucent candy colored plastics, crystal clear acrylic, brushed and polished metals, and glossy blacks to shiny whites to smooth, solid gradients.

In addition to products, Apple defined periods with advertising campaigns stuck in the public consciousness and frequent fodder for spoofs: from Think Different to Switchers to Get a Mac.

To complete the sale, Apple opened hundreds of classy boutique stores, which not only show off Apple's products in the best possible light, but also include tech assistance, advice, and free training.

Apple's Parasites

Enterprising parasites are quick to attach themselves to anything worth leaching. Apple is regularly sued by lawyers purporting to represent clients suffering damages, whether due to being mislead about the visual dimensions of a display, scratches incurred on their iPods, or claims about nebulous patents.

Additionally, reporters love to add Apple to any story, generating instant interest for an otherwise boring article. Even political organizations affix their causes to Apple to gain more visibility for their agenda.

Because Apple is so frequently a target of parasites, it's easy to lose track of how frequently the attacks on Apple are meritless or even misleading and inaccurate. What ripe fodder for disassembly!

Next Article: The SVTC’s Toxic Trash Attack on Apple

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Tech: Apple & the Media

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