WaPo:The Elite Apple Corps (valid criticism?) [View All]

The Elite Apple Corps
A Hundred Million Strong, Every One of Them Cool.
By Hank Stuever
Washington Post Staff Writer
Sunday, December 9, 2007; Page M01

Whatever it is (Radio Shack for rich people? The Sharp -est Image?), the Apple Store isn't what it used to be, even a year or so ago. The initial thrills, the feelings of i-comfort and i-belonging, still await you behind its translucent facade, especially now, in the gizmodic spree of the Christmas season. But somewhere along the way, the zendo quality of the Apple Store changed.

The demi-privacy of it, the clubby feeling -- I know that you know that I know that we know and love Macs like nobody else does-- is fading away. Too much commotion. The ethereal, tranquil, spa vibe (the bath of white light, the polished concrete floors, the glint in the happy eyes of the geniuses at the Genius Bar) has been pierced by the sheer popularity of the place. The TV commercials worked. Mac Guy, even with his non-arrogant arrogance, is your real friend, and then he gathered too many friends, and suddenly he doesn't have time for them all.

Steve Jobs, Apple's CEO and bodhisattva, got what he wanted: the people. (A hundred million customers were lured to its stores in fiscal 2006-07, according to Apple, adding up to more than $4 billion in revenue.)

Apple shoppers are more than people, more than customers -- they are seekers. Those Apple marketing guys said all along they were building not just stores but serene communities of true believers and new converts. And so they did, and here we are, just 6 1/2 years later:

*snip*