And now it seems Apple is reversing its decision about Flash…but not mentioning it directly or by name. Someone's in a grump! This is the childish stuff that I feel the open market doesn't have time for. Give developers the flexibility and freedom to use whatever tools they want. Then, with their ingenuity and creativity, we just might see some real magic.

Cheers,

Geoff

But I agree…when the tribal leaders begin lying or try to distort the truth, that's a big problem. It creates dissent. Apple's iPad webpage, for example, uses the words “magical,” “revolutionary,” and “unbelievable.” My problem is rests on the fact that the marketing hype has surpassed the abilities of the product. Does that make sense? It's like a Hollywood blockbuster that can't possibly live up to the hype (ahem, Star Wars Ep 1)…Versus a product that surprises, delights, and brings 10x more than people were expecting (the first Matrix movie).

Truthfully, I try to do this with Ten Ton. I try to give 10x more *value* than the DVD's pricetag. When people open their DVD, I sincerely hope they're delighted. When they start playing the training, I hope they're blown away. I could probably sell more DVD's if I stripped out half the content and hyped the shit out of them…but that can only last so long. It's a short term strategy (hence why it works for selling movie tickets). I don't want to be a flash in the pan, I care about all this stuff too much for that. And maybe that's what this is really all about…Are companies like Apple in it because it's what they love, and they love their community so much, or are they in it for the profits? In the corporate world, priority is with the shareholders. Ya know, Woz left a long, long time ago…

In the same vein as Godin, Vaynerchuck, et al, I truly believe we're in a time of 100% transparency and authenticity. That's why I can't help but write about Apple, or say that I think Photoshop CS5 is a letdown. I can't help it, that's what I think! And maybe that's just it…I'm more interested in being authentic than making sales. Not so good for business I guess, but very good for a whole host of other things; personal happiness, sleeping at night, etc.

But here's the thing. Apple isn't taking advantage of the “fanboys”. Oh no, they've purposefully created them. Through advertising/marketing/pr/customer experience, Apple has systematically built a cult around the brand. Ready to go down the rabbit hole?

Step 1: Find people who aren't following the mainstream or people looking for a path.
Apple: Think Different

Step 2: Lovingly bring them into the fold.
Apple: Every wonder why Apple stores feel so good and the workers are almost eerily kind?

Step 3: Create a dichotomy between your way (the right way) and the wrong way.
Mac vs. PC debate (commercials)

Step 4: Brand your follower
Apple: I'm a Mac

Step 5: Give your follower ammunition to recruit new followers
Apple: “They just work”

But I wouldn't get all fired up at Apple. Chris Pirillo and the “geeks” are a cult. Gary Vaynerchuk and the “Vaynermaniacs” who are “Crushing It” (notice the us vs them there) are a cult. Sports teams easily become cults.

Start looking around, there are tons of cults around you. I mean, this is what Godin, Vaynerchuk, Rushkoff are telling us to do. Create ethical cults (tribes), show them how to create value and tell them to go out and create a cult under their own terms, instead of being a mass consumer. In the end everyone runs a cult (a business, organization, idea), hence everyone becomes an artist. People create their own destiny instead of becoming a corporate “mainstream” cog.

Unfortunately may cults, like Apple for example, start to close off and lie to its followers. Now I'm not saying you and I (Geoff) are necessarily in Apples cult. But, we are free thinkers saying, “Hey, what's going on here…they're lying to us, this is BS. We're gonna leave!”

Sorry for not replying sooner. Yup, there's so many different angles to this. Some are saying Apple is doing to Adobe what Adobe has done to Apple for years. Perhaps this is a case of nasty corporation vs nasty corporation. What I don't like is when a company dictates to me what I can and can't use. I feel it should be up to the public to decide what platforms and technologies they want to use. But of course, Apple wants control over the entire user experience, from both the hardware and software standpoint.

So, as an end user, I can either like it or leave it. One of the points I was trying to make in this post was, I'm starting to get uncomfortable and might consider the “leave it” option.

And you make an interesting point about Mac's making “good” art while Windows machines are inferior. I'm not up for getting into a “versus” debate either…but I'm with you: I just wanna make art, regardless of platform. What kills me though is the “fanboy” mentality that surrounds Apple. Every company would die to have that kind of rabid following, but personally, I feel Apple's disingenuous about it. They take full advantage of it. And what big corporation wouldn't?

Now we're entering into a philosophical realm. Just cuz they can take advantage, should they?

So why go with a mac over windows anyway?
I never went with the apple trend since I could always find a way to make my art through my home built windows rig. Schools seem to be restarted since every art school I check out seems to encourage the idea that Mac's make GOOD art and Windows is technology inferior. (I point out how you can always upgrade PC's without taking a trip to some special store) This debate is getting old by now anyway, and it really boils down to experience. Since I have been in this field for years I really don't care about Mac, Windows, or Linux. As long as I have the tools and resources to learn how to get the job done right.