The culture of Apple…
Friday, October 1st, 2004
Was laid low for most of the past week, at least in a technological sense – I sent my Powerbook in for repairs to fix the fact that the lower third of the LCD screen kept flickering in and out. Luckily, the Center had a spare 12” Powerbook lying around, so I wasn’t entirely cast adrift, but the experience threw two observations into sharp relief:
1. Screen real estate truly does matter. I found myself wanting to spend less time doing computer work, to the point that I caught myself actively avoiding things I had to do, because the smaller monitor felt cramped, claustrophobic. When I did finally settle in and work, my thoughts didn’t flow as freely, as if there was a blockage in the figurative pipeline between my brain and the screen. This was particularly a problem with regard to a particular project I’m developing in Flash (there just wasn’t room for all the windows I’m used to having open, and I couldn’t see very many lines of code at once), but also held true for writing in general (including blogging, as several half-finished posts languished in wait).
2. The Apple Store is the new video store. In my dissertation, chapter 5 deals with the culture of the video store, drawing on Ray Oldenburg’s exploration of the “third place,” a social space that is neither domestic nor professional. In their pre-Blockbuster days, video stores often fostered an enthusiastic social interaction between customers and the “expert” video clerk behind the counter. I spent a few hours at the Apple Store in Clarendon last week, and I was struck by the similarities between that dynamic and the ways in which customers interact with the Apple employees – particularly the “Genius” behind the Genius Bar, whose job it is to explicitly fill the same role as the video clerk in early video stores. Different technology, but the same sort of enthusiastic talk, both of hardware and software, and the same feeling of community around a technology that defines a subculture.
