Apple Almost Built a Futuristic Cybercafe in 1997 With Computers at Every Table

[MacRumors]

Around the time former Apple CEO Steve Jobs returned to Apple in 1997, the company considered building an "Apple Cafe," a fanciful, futuristic cybercafe where people could gather to eat, do business, and use Apple computers. The idea was created in partnership with Mega Bytes, with Apple planning to license its name and brand.

Former Disney Imagineer and Landmark Entertainment Group founder Tony Christopher was tasked with coming up with a design for the concept, and in a new interview with Fast Company, he shared images of what the cafe might have looked like and the story behind its conceptualization.

Jobs was reportedly involved in the design process, choosing Christopher's team because of their work creating unique retail spaces. Jobs wanted a way for Apple to connect to customers, which led to the idea of a cafe equipped with Apple products. A computer was at every table, where people could do things like order food, watch movies, surf the web, design web pages, and play video games.

A predecessor to the Apple retail stores we know today, the cafe was also meant to sell Apple products to consumers. The images don't resemble the clean, simple design of Apple Stores today, but the central idea - connecting with customers - inspired both the cafe and Apple's eventual line of retail stores.

The interior design was very high tech, and we worked on it for about six months. I think we were trying to create sort of a modern-but-futuristic look, which is different than the immersive theme park stuff we do: castles and dinosaurs. I remember the designers we put on it were the high-tech, future-thinking guys. We understood that we were dealing with a computer, which was a future technology not a historic technology, and the Apple Cafe had to reflect that.

Apple's original plan was to build a flagship Apple Cafe in Los Angeles and then expand them around the world. Apple was far enough along in the design process that there was a website promoting the Apple Cafe, and planned openings in Paris, London, New York, Tokyo, and Sydney, but the stores never materialized.

While Christopher says the idea was sidelined in favor of Jobs' plan for an "Apple Store," press information released by Apple at the time said Apple's business partners had pulled back. From 1997:

"We think it's a great project, and we'd like to move forward," said a spokeswoman for Landmark Entertainment, which was to design the cafes. Spokespeople for Mega Bytes International, a U.K-based real estate company, could not be reached for comment.

The Apple spokeswoman said the concept of launching the cafes remains a possibility down the road. "If somebody approaches us again, we'll be happy to consider it," she said. "It just didn't work out with this group in particular."

The first Apple Store eventually opened in 2001 under the leadership of Ron Johnson. Over the last 16 years, Apple Stores have expanded to more than 20 countries, with Apple operating 491 stores around the world.

Article Link: Apple Almost Built a Futuristic Cybercafe in 1997 With Computers at Every Table

 

[farewelwilliams]

jony would have designed coffee cups that wouldn't fit in anyone's cupholders.

 

[usersince86]

Imagine if they served Starbucks and Panera bagels, too...

Buy an iPhone 7 Plus and get one free Venti and one everything bagel.

 

[Michaelgtrusa]

This would have been nice. They can now have this inside the new Spaceship campus.

 

[hlfway2anywhere]

This probably would have become irrelevant shortly after mobile tech became so prevalent. We don't need Apple to loan us a display model. We already have 2-4 of our own devices to pick from and we can use them anywhere we want.

 

[RogerWilco]

Jobs' sixth sense saved them again.

 

[magbarn]

jony would have designed coffee cups that wouldn't fit in anyone's cupholders.

Or the coffee would've been smaller every year in the obsession with thinness.

 

[HobeSoundDarryl]

How many people around here would have starved because they refused to eat food unless it was Apple food, and the nearest Apple cafe was just too far away for day-to-day nutritional needs?

 

[44267547]

This probably would have become irrelevant shortly after mobile tech became so prevalent. We don't need Apple to loan us a display model. We already have 2-4 of our own devices to pick from and we can use them anywhere we want.

Agreed. With mobility and portability being the primary, this would have been short lived or revamped to accommodate today's technology needs. Definitely an interesting concept to read about.

 

[Xavier]

Ahh, take me back to 1997.

 

[brownpaw]

This is reminiscent -- and relevant, given the mention of Disney -- of what Disney did with the food area at DisneyQuest in Orlando. DisneyQuest opened in 1996, when most people were very new to the Internet (and masses just starting to branch off of AOL and similar services) so they had the grand idea of putting rotating touchscreen computers on each table to shepherd people into the world wide web.

Of course, these became very dated very quickly, and were slow as molasses. But whatevs.

 

[gavroche]

Or the coffee would've been smaller every year in the obsession with thinness.

Coffee (in its liquid form) can't be "smaller."
But it can be thinner

 

[brucewayne]

View attachment 688428
Is that mission impossible and independence day 4? :|

Makes sense - two movies of that era with Apple Computers (early powerbooks) in the main characters hands.

 

[BMcCoy]

View attachment 688428
Is that mission impossible and independence day 4? :|

No, the publicity and posters for the first Independence Day movie used "ID4" as its tag line/abbreviation.

 

[brucewayne]

​

Change the OS9 style buttons to iOS, integrate that webcam and its not far off an iPad...

 

[Kaibelf]

I think they made the right choice by avoid this. It would have been like a Planet Hollywood or Rainforest Cafe.

 

[itsmilo]

jony would have designed coffee cups that wouldn't fit in anyone's cupholders.

Nearly just chocked on my coffee reading this

 

[B.K.]

Interesting concept, beautiful artwork.

 

[bytethese]

So like today's Newark airport?

https://www.bloomberg.com/news/feat...ark-airport-terminal-into-a-foodie-theme-park

 

[CE3]

Perhaps this is what spawned the Genius Bar.

And to think..if the Apple Cafes had happened and were still around today, my $5 grande latte would probably be considered a bargain

 

[44267547]

I think they made the right choice by avoid this. It would have been like a Planet Hollywood or Rainforest Cafe.

It would have been a very short life span. Mobility would have killed this concept in due time. At least, leading into a wireless world where we are now.

 

[Tinmania]

This probably would have become irrelevant shortly after mobile tech became so prevalent. We don't need Apple to loan us a display model. We already have 2-4 of our own devices to pick from and we can use them anywhere we want.

I would have said in 1997 the beginning of the mobile tech was still a decade away--a time I would say begin after the first iPhone was released. So still plenty of time for it to work.

But considering this is Apple I would imagine all the dickering around with design would have meant it wouldn't have opened till 2009.



Mike

 

[iDemiurge]

LOL, so 90s!

 

[Coffee50]

I think they made the right choice by avoid this. It would have been like a Planet Hollywood or Rainforest Cafe.

During the late 90's, "themed eateries" were in. Planet Hollywood, Hard Rock, there were even model theme (Fashion Cafe) & sports (that NBA one).

Although, at the time, I could see why it was proposed. It took the theme eatery a step further with potential productivity, but I don't think the long term prospects would've been good. Those style restaurants eventually died out (excluding major tourist hubs).

 

[CE3]

It would have been a very short life span. Mobility would have killed this concept in due time. At least, leading into a wireless world where we are now.

I think it could've worked, it just would've had to evolve with the times. Yes, it's a wireless mobile world, but cafes and coffee shops are still incredibly popular. In fact, all the mobile devices indirectly contribute to their continued success because of all the people who use them at these places.