What happens when Apple is no longer cool?

With the launch of the new iPhone rapibly approaching, a thought has popped into my head — what happens to Apple when they are no longer as cool or counter-culture as they used to be?  Will its legions of hardcore fans, the ones who stuck by Apple through all of those tough years (and the new people who are joining the train now), want to continue to eat every scrap Apple throws their way without complaint?

People are lining up throughout the world to be the first to get their hands on the new iPhone.  From everything I have read, it is a great phone but if you already have an iPhone version 1, version 2 isnt so much better.  The most important part of this launch is the App Store and that is available on iPhone 1, as well as 2. Why are people lining up?  Why so much hype (in every newspaper in the world)?  Because it is Apple.  What happens when they stop being the golden Apple?

I loved my Apple when it was only one of a few around town.  I was part of the Apple crew and I bonded with people over my Mac.  Sure, it is a great computer with great software but it stood out because it was an Apple.  Heck, just today someone asked me questions about it and whether they should buy one.  This person came to me because he saw I had a Mac.  I can’t imagine someone doing the same if I was using a Dell.  My problem was this — I didn’t want to tell him to buy a Mac.  I wanted to say, “no, dont buy a Mac.”  I didn’t want the people not already in the Apple group to join.  I wanted my Mac to be exclusive.

Apple no longer is exclusive.  It has gone mainstream.  I still love my Mac but it is no longer the same sort of love and devotion that I used to have for it.  “Everyone” has a Mac.  It simply is not special.  Will this hurt or help Apple’s business?  What happens when Apple’s every move is not as closely tracked and people don’t care.  I don’t see people lining up for any other product launches (except video game systems and that only happens once every five or so years).

Too many apples too much of the time makes one sick of Apples.


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