![]() Macs, Umberto Eco opined, were "cheerful, friendly, conciliatory," traits he associated with Catholicism. To watch the throng at the Apple store in Manhattan is to witness an amazing business phenomenon The Italian philosopher, Umberto Eco, once wrote, tongue only partly in cheek, that Macintosh is Catholic while Microsoft computers are Protestant. While the big company, Microsoft, dominates the market with its un-cool product, Macs offer an alternative to those with a streak of bolshiness and perversity (both nouns, by the way, are compliments). ![]() Manchester City and the New York Mets both have their loyal followers who would rather die than head for Old Trafford or Yankee Stadium. Whatever is fashionable for the masses becomes unfashionable for the minority. I suppose there may also be a type of person who delights in going against the herd. Now, there's no doubt Apple products are very good and it's not just a triumph of style, though style is clearly important, but, it seems to me, at least, that these gatherings do exude smugness.īut there is a global sociological phenomenon going on - to do perhaps with a minority who believe they have seen a truth. He too wears a black sweater and presents his objects to the followers. President Bush's iPod play list includes country music Perhaps, many of you who use the rival Microsoft computer system will feel as though you are stalked by zealous colleagues keen to convert you from your foolish ways to the higher virtues of Mac.Įvery year, the chief executive and founder of Apple Computer, Steve Jobs, addresses the faithful in what's known as MacWorld in San Francisco and then, soon in Boston. There is a website created by one John Charlton who travels the world, photographing himself holding his old, now discontinued Apple gizmo in front of various land-marks from Florida to Munich to Lisbon. There are people who shave their heads in the shape of the Apple symbol. They acknowledge each other, much in the way that drivers of VW beetles used to in the 1960s, as though they alone possess some secret insight. Perhaps, many of you who use the rival Microsoft computer system will feel as though you are stalked by zealous colleagues keen to convert you from your foolish ways to the higher virtues of Mac
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