I pride myself on being able to express my thoughts clearly and persuasively. I am, after all, a marketing professional. Even so, as I approach my first anniversary of having switched to a Mac from a PC I find that words fail me. I’m unable to adequately describe the simple gratifications of the change. Maybe the inspired minimalism that makes Apple products so good also serves to make their uniqueness difficult to grasp second-hand. Despite my heartfelt enthusiasm and all of my best efforts at making the case, most of my friends that continue to use PCs think that I’ve just bought into all of the Apple hype.
For me it started a couple of years ago with friends and colleagues of mine who most people would not describe as stereotypical Mac fans. A physicist and software engineer at the Missile Defense Agency. A sales engineer colleague who works on Windows machines all day. Another colleague of mine who is a marketing guy like me. No graphic artists, photographers, musicians, etc. in that group, but every one a raving Mac fan. Hmmm. Something was going on. Like my Windows-user friends of today however, I didn’t get it back then either.
Then I bought an iPod last January. I was heading to China and other points east and wanted music to keep me company on some very long flights. From the moment I opened the box the whole experience was great – I’d never installed or used a product that was so easy and intuitive. That pushed me over the edge. Not long after returning from Asia I bought an iMac down at the Lenox Square Apple store in Atlanta and scuttled my old malware infested PC. Afterwards I found myself spending much more time in front of my computer and actually enjoying it.
Taking up residence in Dallas last fall took me deeper in to the world of Apple products. I had to have a computer there and after a very happy seven months with my iMac in Atlanta my next buy had to be another Mac. As soon as Leopard launched last year I bought a MacBook and Airport Extreme from the Knox Street Apple Store right up McKinney Avenue. That experience has been just as good. Some other time I’ll comment on how well the products go together and how utilizing some of their newer features makes my life living in two cities a good bit easier than it might otherwise be.
So with all of that backdrop it was with great interest that I watched the keynote address given by Steve Jobs earlier this month. I finally found the time last Tuesday and only just now the time to comment on it. I’m left with three perceptions. First, the announcements that he made taken as a whole were under-appreciated. They were much more important than the somewhat muted reaction each product received individually. Second, Apple may just be the most strategically savvy company in the public eye today, which really just goes to my first point. Third, I can already guess how their success will end. I plan on making full commentary on each of these points some other time. As for the last one, all I’ll go ahead and say this much now – Apple appears far too tightly tied to the genius and leadership of Steve Jobs. Even barring all other modes of failure he is a mortal man.
While I’ve said before that I’m not part of the “cult of Steve” thing, that doesn’t mean I don’t appreciate his very real contributions to an extraordinary succession of product lines and Apple’s unlikely renaissance. I’m really going to miss him when he’s gone.For now, I’ll just end by saying that I’m soaking up every bit of user satisfaction I can get from today’s Apple.
Like the old proverb goes, “Make hay while the sun shines.”


