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A member of the Apple public relations team working the Saturday grand opening of the Apple Store at the Glendale Galleria had a bet with a coworker — if more than 50 people were lined up outside the store before it opened its doors, the P.R. specialist would take home $30.
That may have been the easiest 30 bucks he ever made.
A great deal more than 50 people showed up Saturday for the Apple Store's debut in this Southern California city — one of two grand openings as part of Apple's plans to open 25 retail stores across the U.S. this year. Apple executives estimated that around 1,500 people were lined up as of the store's 10 a.m. opening. The line snaked its way through the Glendale Galleria, out the door and into the shopping mall's parking garage.
'It's kind of like Field of Dreams ,' said Ron Johnson, senior vice president of retailing for Apple. Found (itch) mac os. 'We built it and they came. Clearly, Apple's customer base is very excited about this.'
That much was clear talking to just a few of the Mac faithful who braved the crowds to see the new store for themselves. As far as these users are concerned, Apple's plan to expand its market share through the stores is all well and good, but they're just happy to finally have a retail chain they can call their own.
'I think it's great to have a place where you can go where it's just Apple,' said Gary McDougall, an IT director at the University of Southern California and a self-described 'Apple guy' since the days of the Apple IIc. 'Most places you go, it's just a niche of the store, and they try to steer you away to a PC.
'That's not going to happen in an Apple store,' added McDougall, who made the 25-minute drive from Inglewood for the Glendale grand opening. 'That's the best thing.'
Joy Santo-Diamond, an employee at California State University, Los Angeles, said she's on a campaign to add more Macintoshes at the college and having an Apple owned-and-operated nearby only helps her cause.
'I'm so glad that Apple has discovered marketing,' she said.
Pacoima resident Miyonda Smith came out to the store on Friday night to catch a glimpse of it before the opening. 'It was like a big shrine,' she said.
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Smith was back Saturday, leaving the store after purchasing two games. 'I've been waiting for them to open a store forever,' said Smith, a student and graphic designer, who vowed to be a regular customer at the Glendale store. 'Every paycheck, I'm coming here.'
A Million Mac User March?
That level of devotion was typical of the crowd that lined up in front of Apple's spot in the mall between bookseller Scribner's and the Bachrach clothing store.
William Crawford drove down from Santa Cruz, California, to see the Apple Store's unveiling. The reward for his 357-mile trek? Crawford was first in line when the store opened.
Crawford, however, wasn't the first person to make a purchase at the Apple Store. That honor went to Samuel Lee, a student at Glendale Community College who turned a final Saturday morning before heading off to the store's opening. He bought a VST CD-RW drive to go with his graduation present, a key lime iBook.
Robert Leon, a pastor from Whittier, California who's running OS X on his Titanium PowerBook G4, came with a group of eight people. 'I want to meet a Genius at the Genius Bar,' Leon said.
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Inside the Apple Store
Those that made the trip out to Glendale Saturday saw a similar layout to the one unveiled at the Apple store in McLean, Virginia last week. The store is divided into sections to make it easier for shoppers to find what they're looking for. As you enter the store, a section for Pro users is on the left side while one for Home users is on the right. Those sections are followed by the Movies, Music, Photos, and Kids specialty areas, which feature an assortment of Macs and related products. In the Music section on Saturday, for example, customers could use iTunes to listen to MP3s on iMacs or try their hands at burning a CD.
Shelves stocked with third-party software make up what Apple director of visual marketing Michael Fisher called the 'spine' of the store. In the rear stands a giant projection screen that will feature product demos.
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With its white walls and wooden floors, the Apple Store looks almost like a museum. That's not unintentional, Fisher said. The idea was to create a store with a clean, precise design.
The left back corner of the store features the Etc. section, which houses products such as scanners, printers, and accessories. On the opposite end of the store is the Genius Bar — a tech center where Apple-trained staffers will field troubleshooting questions and handing out Mac tips.
'I want Mac users to be able to come in and bring a screen shot of an error message that's been killing them for two months, and I want to help them,' said Tim Collier, one of several people staffing the Genius Bar Saturday.
'It's cool for our users to be able to come in here and get an answer from a source they can trust.'
And what if you manage to stump the Genius? The Glendale Store's Genius Bar has a red phone with a direct line to Apple tech support. One customer on Saturday posed a question about weather software that Collier couldn't answer; one call on the red phone later, and the problem was solved within 10 minutes.
'They've got a lot of resources at their fingertips,' Collier said.
Passionate and Knowledgeable
It was hard to tell who was more excited about the store's opening Saturday — the customers or the employees. Ten minutes before the store opened its doors, the lights dimmed and Love Shack by the B-52s blasted over the store's loudspeakers. Four dozen employees in Apple Store shirts began clapping along to the music.
'We've got passionate, knowledgeable Mac fans working in the store,' said Apple's Johnson, a former vice president of merchandising at Target. 'These are the best retail employees I've ever seen.'
It's clear the Apple Store was a hit with Mac customers. But will the store's well-defined layout, diverse inventory, and knowledgeable staff help Apple attract new customers to the Mac platform? That, after all, is the point of Apple's retailing efforts — capture some of the estimated 95 percent of computer users who don't even consider the Mac.
It will be a while before that question gets answered. But many at the Glendale opening, like Santa Monica real estate agent Scott Price, think a chain of stores is a step in the right direction.
'It's a great idea for Apple,' said Price, as he left the store Saturday. 'The retail experience is a needed tie-in to the consumer.'
Andy Shalat contributed to this report.
Today marks twenty years since Steve Jobs introduced the very first iMac G3.
Failed robot mac os. Apple's press release for the machine is pretty great:
It's a good thing there's no law against a company having a monopoly of good ideas. Otherwise Apple would be in deep yogurt for the ideas that Steve Jobs shared with the crowd at Apple's Flint Center auditorium Tuesday, May 6.
There was, for instance, his idea that you should get everything you need to explore the internet for just $1,299 — and that 'everything' means it should include a 233MHz PowerPC G3 chip that's faster than any Pentium machine out there; that it should come complete with gobs of RAM, a 4-gigabyte hard disk, modem, 10/100 BASE-T Ethernet support, 24x CD-ROm drive, 15-inch monitor, and surround sound; that it should come bundled with Internet Explorer 4.0, AOL 4.0, Quicken 98 and FileMaker; and that it should be the coolest-looking computer on the planet. That idea is the iMac, the most radical idea in personal computing since the Macintosh.
It goes on:
When Jobs — nattily attired in a suit, for a change — revealed the iMac, the excitement in the audience was a palpable thing. The crowd had been eager to see Apple's new products — lines snaked all over the DeAnza College campus as people waited for the Flint Center doors to open — but even by the time they groped their way to seats, few had any inkling of the surprise in store for them. And judging by their reaction, 'whoa' was a wonderfully apposite word-choice for the ad that Chiat/Day (Apple's ad agency) created for this product.
Go read the whole thing. It's a lot of fun.1
The Design
Right away, the machine's design made waves. In the late 1990s, the entire computer industry was defined by beige boxes. The Mac was not immune to this, which is what made the iMac's curvy blue lines so exciting.
It's hard not to recognize the iMac's lineage: the all-in-one case, the tiny footprint, even the integrated handle—all suggest the original Macintosh. But this is where the similarities end. Santacorps: moonlight tango mac os. Using translucent plastics of 'ice' and 'Bondi blue' (in homage to the Australian beach), Apple's industrial-design group created a computer without a single straight line—even the keyboard components are curved. The case allows through just enough light to suggest the outlines of the iMac's internal works without revealing too much.
Every piece of this system—from cables to key caps—uses translucence, curves, and light to great effect. The round mouse reveals a tracking ball that's half white and half blue-green—watching the mouse while it's in motion can be mesmerizing. Adding to the space-age effect, Apple will use holographic stickers for port identifiers, FCC tags, and other labels. A translucent white flip-down foot props up the keyboard, coordinating nicely with the iMac's aquamarine appendage.
The design may look dated now, but again, it's important to realize just how big of a deal the design was. Seemingly overnight, consumer electronics started popping up with blue plastic to cash in on the iMac's fun and approachable design.
The design wasn't the only new thing about the iMac. While powered by a then-familiar PowerPC G3, the iMac ushered in a new era of computer hardware. Its use of USB ports over Apple's legacy connectors and its lack of removable storage made many consider the iMac a toy.
Again, Gore and Epler:
Considering all these amenities, the most shocking part of the iMac isn't what it offers, but what it lacks. The iMac has no floppy drive, which might be forgivable if there were a Zip drive or other removable-media option, but there isn't.
And most dramatically, this new consumer offering has no SCSI port, no standard serial ports, and no ADB ports. Apple has opted to replace these familiar connections with USB, a high-speed serial architecture that has suffered from slow adoption on the Wintel platform despite its technical advantages (see the sidebar 'USB: Ready for Prime Time?'). Currently, no USB devices exist for the Mac.
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Read that last line again:
'Currently, no USB devices exist for the Mac.'
If USB had not taken off, Apple would have been in serious trouble with its new consumer machine. Thankfully, the USB ecosystem started to materialize by the time the machine went on sale in August 1998. 2
Those controversial USB ports were joined by a modem, Ethernet jack and a 'Mezzanine' slot, which was a very short-lived expansion option that never really took off. Around front was an Infrared port and a set of headphone jacks, a nod to the iMac's potential in the classroom. FireWire and a VGA port would appear in October 1999.
The Internet
The i prefix has defined Apple product names for two decades, but it started here. Jobs explained in his keynote that the i stood for a whole bunch of things:
- Internet
- Individual
- Instruct
- Inform
- Inspire
The only word that really mattered on that list was the first one. The iMac ran the same Mac OS 8.6 as other Macs at the time, but Apple marketed the iMac as the easiest way to get on the Internet with a very clever campaign:
The iMac's built-in modem and Ethernet port made it slightly easier to connect to the Internet for the first time, but it wasn't anything that other Macs of the day couldn't do. Yet, the iMac became synonymous with the Internet. A bunch of iMac G3s got sold in offices and schools, but a whole lot of them got put in homes as Internet appliances.
The Legacy
The iMac G3 was a big bet. Apple was at the end of a multi-year downward spiral, both in its finances and products. People flocked to the all-in-one. Its colorful, friendly design and low price point made it a hit.
The company sold millions of the machine, breathing new life into the company and the Macintosh, giving Apple the runway to build Mac OS X.
The iMac G3 is a machine I have a lot of experience with, having collected all 13, made a bunch of cool stuff with them and then donated them to The Henry Ford Museum.3 There's no doubt in my mind that is one of the most important personal computers ever made.
After shipping the original 233 MHz Bondi iMac in August of 1998 for $1,299, Apple spent the next several years refining and upgrading the product. The last iMac G3s can run Mac OS X Tiger and were clocked at up to 700 MHz before being discontinued in March 2003.
Over its lifetime, the iMac G3 came in 13 finishes, added support for wireless networking, video out, FireWire and burning CDs. Storage space started at 4 GB on the original model and topped out at 60 GB on the last model. It saw an incredible rate of evolution, being revised every nine months or so for its entire run:
Today is a special day, and one we should use to celebrate a very special computer. Even if you aren't an Apple history nerd like me, I think you can appreciate the role the iMac G3 played in saving Apple.
To read a whole lot more about this very important little computer, check out my complete iMac G3 archive. If you want to know more about that time in Apple's history, including the development of Mac OS X, check out my book on the subject, Aqua and Bondi.
- There's a whole article here waiting to be written about how Apple's corporate communication has evolved over the years. ↩
- One such collection of USB devices were replacement keyboards and mice for the iMac's … lackluster … input devices. ↩
- I have some cool stuff to talk about concerning the Museum very soon. Stay tuned! ↩