25 Years of Mac: From Boxy Beige to Silver Sleek
It's the 25th anniversary of the Apple Macintosh, but Steve Jobs' eyes are dry. At the company headquarters in Silicon Valley, where he was presenting a set of new laptops to the press last October, I mentioned the birthday to him. Jobs recoiled at any suggestion of nostalgia. "I don't think about that," he said. "When I got back here in 1997, I was looking for more room, and I found an archive of old Macs and other stuff. I said, 'Get it away!' and I shipped all that shit off to Stanford. If you look backward in this business, you'll be crushed. You have to look forward."
Here's what's amazing about the Mac as it turns 25, a number that in computer years is just about a googolplex: It can look forward. The Mac's original competition—the green-phosphorus-screened stuff made by RadioShack, DEC, and then-big kahuna IBM—now inhabit landfills, both physically and psychically. Yet the Macintosh is not only thriving, it's doing better than at any time in its history. Much of the attention directed at Apple over the past few years has focused on new products like the iPod and the iPhone. Click wheels and touchscreens have distracted us from the news that the Mac market share has quietly crept into double digits. That's up from barely 3 percent in 1997, just before the prodigal CEO returned to the fold after a 12-year exile. Any way you cut it, the Mac is on the rise while Windows is waning. Roll over, Methusela—the Macintosh is still peaking.
What's behind this autumnal upswing? Apple COO Tim Cook lists six factors: better computers, better software, seamless compatibility with Windows, marketing acumen, successful retail stores, and the belly flop of Microsoft Vista. (Redmond's lame new OS was merely the last straw; over the past two decades, millions have switched from PCs to Macs.) But the larger story of Apple's rebirth begins with the return of its cofounder. Jobs called the company he came back to a "beautiful Porsche speedster that had been sitting in a field. And it got really dirty, covered with mud." He slashed the product line, Picasso-ized the design, launched a wildly successful chain of retail stores, and turned the annual Apple keynote address into the high tech equivalent of a popcorn blockbuster. And yes, Apple did make better computers than its rivals.
There was something else at work, too. Unlike almost anything else dating from the era of Culture Club and The Cosby Show, the Mac has retained its vitality and cachet without ever becoming retro or kitsch. A sense of a cultural divide was there from the very beginning and persists to this day. The skunkworkers behind the Mac were self-styled corporate outcasts who flew a pirate flag and talked trash about the competition. ("We've made almost every computer that's ever been made look completely absurd," Mac teamer vgbfvrn told me back in 1983.) On the very first day I spent with the Mac team members, working on a Rolling Stone story two months before the January 1984 launch, they made it clear that they saw themselves as a new kind of digital hipster—silicon artists determined to take down the faceless giants dominating the industry. They weren't building a computer for some wonks behind a desk; they were building it for themselves. Jobs made the case when we went out for pizza that night (he was lobbying for the Rolling Stone cover). "What if you did a story about what a group of really neat people are doing in the 1980s?" he prodded. "They aren't in the garage with a set of drums and a few guitars. At two in the morning they're in the lab, writing software." (Jobs no longer begs for covers; now he manages the press so well that we beg him.)
25 Years of Mac.
Click on the image to see the full-sized timeline of Apple products.
Those original Mac rebels (including their leader) are now in their fifties, but the Mac itself has managed to avoid middle-age wrinkles and creaky joints. Forever young, it's associated more with Millennials than geezers, even though many Millennials weren't even born when that famous first commercial—Ridley Scott's "1984" spot—ran during Super Bowl XVIII. The Mac is Obama, Microsoft is McCain. Computer scientist Paul Graham summed it up in a famous online essay in 2007: "Windows," he wrote, "is for grandmas."
That generational perception is why Apple's long-running PC-versus-Mac ad campaign, with the nebbishy John Hodgman portraying the PC, has deeply unhinged Microsoft despite the company's dominant market share. When I mentioned the ads to Bill Gates at the January 2007 Vista launch, he went Vesuvius on me. "I don't know why they're acting superior," he said. "I don't even get it. I mean, do you get it? What are they trying to say? There's not even the slightest shred of truth to it!" But that's not what the public thinks, and the sales figures prove it. Microsoft is now so rattled by Apple's advertising that it's running a $300 million counterpunch. The whole point of the "I'm a PC" campaign is to assure customers that they aren't pathetic losers.
Generally, when products go mass market, they lose their edge. So it's remarkable that with 30 million users, being a Mac person is still a statement. If the Mac share keeps growing, will that stay true? If 50 million people are using Macs, does that mean they're still "thinking different"? How about 100 million?
We may just find out.
Senior writer Steven Levy (steven_levy@wired.com), who wrote about Microsoft's Ray Ozzie in issue 16.12, still has his first Mac, seen in the photo above.
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Not even half a year old, the store has surpassed a milestone of 10,000 pieces of software available. Since the beginning, Wired.com has paid close attention to the gems that shine among the dross.
We've plucked out a list of 10 apps — from mapping software to musical instruments to games — that deserve applause for their quality, innovation and breakthrough achievements. Here they are — Jay Leno style — with our top pick at the very bottom.
10. Stanza
A book reader that grabs free titles from public domains, Stanza has soared in popularity — making the iPhone a worthy competitor to Amazon's Kindle. And if those free books aren't enough, Stanza recently expanded to incorporate a store to purchase commercial titles. The app did a good job pleasing Wired.com's Charlie Sorrel, who modified his Moleskine notebook so he could embed his iPod touch in it. (That way, he could read e-books
at the cafe while exuding an aura of pretentious artiness, instead of pretentious geekiness.) Download Stanza (Free)
9. SayWhere
You get used to typing on the iPhone after some time, but punching in addresses to look up directions is by far the biggest drag. DialDirections was the first to introduce speech-recognition capabilities to the iPhone with SayWhere, which translates users' speech into queries for Google Maps, Yelp, Traffic or Yellow Pages. It's a nifty app, especially for keeping drivers' eyes on the road rather than the iPhone's virtual keyboard. Download SayWhere (Free)
8. Tweetie
Twitter, a new form of micro-blogging, became more legitimate when it broke the news of the deadly Mumbai attacks. And Tweetie is the best app we've found to follow your Twitter friends. The app neatly separates Twitter feeds
into categories, and the interface resembles the bubbly iChat interface that most of us have come to love. It even lets you search Twitter and save those searches for later. A must-have for Twitterholics. Download Tweetie ($3)
7. NetShare
This app is so cool you can't have it anymore. Nullriver's NetShare, an application that turns your iPhone into a wireless modem, disappeared from the App Store shortly after its release. Later, we learned Apple banned the app because NetShare violated AT&T's terms of service agreement. So only a lucky few (including some Wired.com staff) got the benefits of unlimited iPhone tethering, which normally costs about $30 a month, for
a one-time price of $10. Bummer!
6. Shazam
Everyone's familiar with this scenario: You hear a
really catchy, unfamiliar song on the radio and you have no idea what it's called. You hum it to yourself repeatedly and attempt to memorize the lyrics, only to forget it after slamming a few shots at the bar. Shazam will never leave you struggling to recollect these thoughts
again: Hold the iPhone up to a speaker playing the unknown tune and the app will identify it — album, artist and song title — just like that. Download Shazam (Free)
5. Ocarina
The hottest music app in the App Store, Ocarina
thought beyond the iPhone's touchscreen and found a unique way to use the handset's microphone. Blowing into the mic simulates the experience of tooting into a flute; you play around with four virtual "holes" on the screen to change the note. Ocarina users around the world can even hear what you're playing in a globe mode. It takes a while to get a hang of it, but Ocarina gives away just how creative iPhone apps can get so long as developers have enough imagination. Download Ocarina ($1)
4. TapTapRevenge
You'd have to be living on a different planet (or a retirement home) if you haven't heard of Guitar Hero, the game that gets players to twitch their fingers compulsively along with the beat of their favorite songs. Developer Tapulous took the same idea to make an extremely addictive rhythm game called Tap Tap Revenge. Tapping blinking lights on a screen to catch tunes isn't exactly the same as rocking out on plastic guitars and drum pads, but it's still highly addictive. And Tap Tap Revenge is so popular it's even offering the option to download new tracks to tap to, similar to Guitar Hero and Rock Band's music stores. Download TapTapRevenge (Free)
3. Trism
Trism is such an addictive and appealing game that it blessed its developer Steve Demeter with $250,000 in profit in just two months. And deservedly so, because the game's really well designed and plays something like a Bejeweled
with an accelerometer to move around the puzzle pieces. It wouldn't be fair to call it one game, either: There are three different modes to keep you hooked. Download Trism ($3)
2. Pandora
Whoa whoa whoa — free downloaded music on a portable device? You don't say. Pandora's alternative music distribution made this happen, and the app is cool as hell on the iPhone. Add a station for an artist you like, and the app will play that artist's music as well as similar tunes you might like. What better way to find new music with the wealth of new bands out there? Download Pandora (Free)
1. Google Earth
When Steve Jobs called the iPhone "Your life in your pocket," he probably didn't expect Google to deliver the world
in your pocket. Well, virtually. Displaying satellite imagery around the world in a 3-D globe, Google Earth is one of the most intense, mindblowing apps that truly shows off the powers of the iPhone. If you want to impress your grandmother with a demonstration of just how far technology has come since she was a girl, this ought to do the trick. Download Google Earth (Free)
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- How to Linkbait Your Blog to Popularity
Busting your butt on a blog that only a handful of people ever visit? (Thanks, Mom!) We asked Chris Garrett, coauthor of ProBlogger: Secrets for Blogging Your Way to a Six-Figure Income, how to build a high-traffic link farm.
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