The Uniform Of The Apple Religion
Tuesday, April 15, 2008 Filed in: Things
I stopped by the local Apple Store during the
frenzied launch of Mac OS X Leopard. It looked like a
religious experience. Apple Store employees were all
dressed in black t-shirts, handing out black t-shirts
to customers.
Is a black t-shirt the uniform of the Apple religion?
Some could make that argument. After all, Apple co-founder and CEO, Steve Jobs, often wears sneakers, jeans, and a black mock-turtleneck t-shirt (with long sleeves), wherever the Apple faithful gather. It's hard not to see the near cult-like following by Apple's devoted, zealous evangelizers.
Whenever Steve Jobs gives a public presentation (with few exceptions) he wears the black t-shirt. A recent series of promotional videos showed an Apple Store employee describing the wonders of using Mac OS X Leopard. He was wearing a similar black t-shirt.
During the Leopard launch, Apple Store employees wore their black t-shirts, though I'm sure I've seen them wear such attire for awhile, perhaps many months. Steve Jobs loves black. And cubes.
Employees handed out black Apple t-shirts to the first few hundred customers entering the Apple Store on Leopard night. Our local Apple Store even had one employee dressed with a leopard hat and pants. Josie and the Pussycats never looked so out of place.
As customers entered the store, Apple Store employees broke out in a round of applause. When customers purchased Apple products and left the store, they were given yet another round of applause.
The whole event smacked of a religious revival, an evangelical event where worshipers come to gather. I can only imagine what former Windows users must think when they visit the Apple Store.
I've used Apple's Mac since the introduction in early 1984, and been a Mac user through good days, bad days, and the new golden age of Apple. That's nearly 24 years of Mac use, which I prefer to Windows or any of the Linux flavors, as it provides a better user experience, less grief and headache, and more enjoyment, though I am well versed in all three platforms.
My wife and I stood in line to purchase the latest version of OS X, picked up our black t-shirts, and came home with the feeling that we had witnessed a religious revival, a retail tent meeting, complete with donations and a few miracles (converts from Windows to Mac).
I enjoy Apple's well-designed products, including the Mac, iPod, and iPhone. I've read about the history of Steve Jobs and his second return to success at the company he helped found back in the 1970s.
Because I'm a think differently kind of guy, I've decided I won't wear the black t-shirt uniform.
Is a black t-shirt the uniform of the Apple religion?
Some could make that argument. After all, Apple co-founder and CEO, Steve Jobs, often wears sneakers, jeans, and a black mock-turtleneck t-shirt (with long sleeves), wherever the Apple faithful gather. It's hard not to see the near cult-like following by Apple's devoted, zealous evangelizers.
Whenever Steve Jobs gives a public presentation (with few exceptions) he wears the black t-shirt. A recent series of promotional videos showed an Apple Store employee describing the wonders of using Mac OS X Leopard. He was wearing a similar black t-shirt.
During the Leopard launch, Apple Store employees wore their black t-shirts, though I'm sure I've seen them wear such attire for awhile, perhaps many months. Steve Jobs loves black. And cubes.
Employees handed out black Apple t-shirts to the first few hundred customers entering the Apple Store on Leopard night. Our local Apple Store even had one employee dressed with a leopard hat and pants. Josie and the Pussycats never looked so out of place.
As customers entered the store, Apple Store employees broke out in a round of applause. When customers purchased Apple products and left the store, they were given yet another round of applause.
The whole event smacked of a religious revival, an evangelical event where worshipers come to gather. I can only imagine what former Windows users must think when they visit the Apple Store.
Is it any wonder that many Mac users have been branded as overzealous cult members?"Is this a place to buy cool personal computers and music players and other gadgets or have I inadvertently joined a religion?"
I've used Apple's Mac since the introduction in early 1984, and been a Mac user through good days, bad days, and the new golden age of Apple. That's nearly 24 years of Mac use, which I prefer to Windows or any of the Linux flavors, as it provides a better user experience, less grief and headache, and more enjoyment, though I am well versed in all three platforms.
My wife and I stood in line to purchase the latest version of OS X, picked up our black t-shirts, and came home with the feeling that we had witnessed a religious revival, a retail tent meeting, complete with donations and a few miracles (converts from Windows to Mac).
I enjoy Apple's well-designed products, including the Mac, iPod, and iPhone. I've read about the history of Steve Jobs and his second return to success at the company he helped found back in the 1970s.
Because I'm a think differently kind of guy, I've decided I won't wear the black t-shirt uniform.
