Welcome to Macintosh Page #6

will actually go out and buy.

So wouldn't you think that some

of these computer companies would say:

"Apple does well

because it has beautiful products.

So how much could the most expensive

industrial designer in the world cost?"

You know, a million dollars

a year in salary?

Two million dollars a year?

Five million dollars?

That's what makes these products

so beautiful...

...that level of commitment

and dedication to the thing...

...to make it the best thing possible.

I'll tell you what, I'll take it to Fry's

and I will you show you lines of crap.

Ugly portables, ugly towers,

ugly monitors, ugly MP3 players.

Why is that?

I guess in a sense,

it proves the point...

...that these people

don't know what to steal.

They don't know what to steal.

They seem to be all kinds

of different people.

You think that the prototypical Mac

users seem to be...

...like the graphic designer, you know,

who lives in New York...

...or San Francisco, is liberal,

you know, young, sort of hip.

You know,

there's a lot of different age groups...

...a lot of different income brackets.

A lot of people

who are in a lot of different jobs...

...a lot of different professions.

Although Apple would like you to think

that everybody is a young buck...

...that's 20 years old that has a Mac...

...the truth is

most of the user group members...

...are between 55

and a hundred years old.

Well, I think the Apple community

has stayed remarkably consistent.

It's people who love good engineering,

they love product design.

They love being different.

No pun intended.

They love probably being the underdog.

But then you ask marketers... You know,

there are marketing guys...

...and they're convinced

that Apple is a brand.

And it conjures up brand associations

of creativity and liberty, freedom.

And people are buying into the brand,

the way they buy a Coke...

...or beer or a car or a pair of sneakers.

It says something about them

and their personality.

So I think people might be

a little more attracted...

...to the rebelliousness of it.

I mean, you're the anti crowd anyway

because you don't have a PC, right?

For a lot of people, it's a revelation when

they go to Macworld to see other users.

It's amazing. They never knew

all these people were out there.

Yeah, actually,

I went to my first Macworld this year...

...which turned out to be

a good one to go to.

That was when

they introduced the iPhone.

So actually, what I wanna do...

Switch over to Danny.

Hey, Danny.

People take their vacations

at Macworld.

That'll be like a weeks' vacation

just to go to Macworld.

Probably 15th.

I missed last year and Janet and I,

my wife, we really regretted it...

...because we really like coming here

and meeting with people.

You know, I've seen people show up

with these giant suitcases.

These huge suitcases,

you know, the ones on wheels, empty.

Just for all the crap

they're gonna collect at Macworld.

All that leaflets

and the freebies and the buttons.

I did get my T-shirt, yeah.

That I made sure of.

It's just like being on a casino floor

at Las Vegas.

You know, without the cigarette smoke

or the drinks.

So you're horribly sober

and people are barging into you...

...and screaming and shrieking.

You know, I've been at Macworld...

...and Jobs will whip out, you know,

some new machine.

And my God,

I've gotta have that machine.

Even though I've already got

six computers.

I've gotta have that one

he's just unveiled.

Why? Because it's faster,

or it's got a silver case...

...or it's got,

you know, Bluetooth built-in...

...or something

just crazy and stupid, really.

But I got to have that machine.

So just before Apple

is about to open a brand-new store...

...a lot of people

will camp out outside...

...just for the honor

of being the first inside.

There are lot of people who

are really passionate about it.

When they open the Apple store,

I went out...

...there was 3-, 400 people who camped

out overnight to get into the store.

And then by the time they opened it,

there was several thousand.

I figure, 2-, 3-, 4000 people.

And they were wrapped around

the block, you know, a couple of times.

And before Apple had Mac stores,

you know, across the country...

...a lot of people would go hang out

at their, like, mom-and-pop Apple store.

People would come in

with their broken down computer...

...intending just to drop it off,

but they'd end up staying all day.

They start bullshiting,

talking to the other people...

...they would meet

other people who are like...

They don't have anything in common...

...except they're Mac users

and that's enough.

You know, to cement it for them.

Yeah, this is a ma-and-pa business,

absolutely.

And I couldn't have three stores

without them.

One of my stores is managed

by my oldest son who's 27.

He manages the Ventura store.

My wife manages this store

while I manage the Woodland Hills store.

I have two daughters

who are teenagers.

Jessica works here regularly...

...Kayla comes over

and kind of participates.

My little boy, he works here daily.

He mans the little kid's station.

This is definitely his operation.

You know, he captures the attention

of most women and all kids.

At one point,

I became a real Mac person because...

- I'm not sure how it happened, but...

- Okay. How are you doing?

They were just computers

and all of a sudden I realized...

...you know, I am a Mac advocate.

I do push this stuff.

Not just trying to sell it

because it's my business...

...but because they work well.

I don't bang my head on them.

Stop it, that's not nice.

So here's what's happening,

there is a sound mike right there.

- Every time you talk, you interfere with it.

- It's in there.

Sorry.

- This was my first foray into retail.

- Look how cute I am.

Successful?

I'm putting everything back into it,

working to make it successful.

So this started out just as an idea.

I'm trying to figure out new ways

to advertise.

First I tossed it out to the guys

in the Apple specialist group.

And I got

maybe three or four responses...

...from people

who have done similar things.

I didn't see any pictures

of full-car wraps.

But I looked on the web

and I saw all kinds of cars...

...that were wrapped

with full-body designs, and I liked it.

It seemed like it could work.

I'm trying to become a retailer

and learning new things about it.

The big box guys don't entertain me

when I go into their stores...

...but they've got mountains of product.

They've got negotiating power,

the likes of which I can never imagine.

But hopefully we give

a little bit better experience.

Ninety percent of the things I do

doesn't work.

Hopefully, the 10 percent that works...

It seems like it's paying for itself.

Pushing things forward, so...

I'm gonna keep on trying.

People like us keep the machines

around for so much longer.

I mean, I don't think

PC owners really do that.

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