Maybe I am wrong or do not remember correctly, but Angela only said that she wants the people to have a choice? Or did she say something different that I missed?
“The days of waiting in line... are over for our customers.”
https://www.macrumors.com/2015/04/07/angela-ahrendts-online-memo/
There has been a lot of change at Apple. Change that has really struck a nerve with many loyalists. And while I get it, fully, I also understand that Apple’s change is necessary - if not evolutionary.
I’ve been using Macs exclusively since ‘91. I can recall a time when I was more emotionally invested - looking to convert everyone in my path. To "show them they way." A time when Apple was the underdog. The anti-establishment. A time when I was part of what truly felt like a special niche: the young creative. I was using Macs for making, for doing. And while it seems a no-brinaer now, there was a time when "making stuff" on a computer was pretty niche. And while I’m grateful to continue earning a living behind a Mac, I fully recognize I am no longer their target audience. And I also recognize that is a good thing. A necessary thing.
As Apple has evolved, and the forums have polarized, I’ve been pretty open to their evolution. While many have called for Tim’s head for every perceived step and misstep, I’ve been enjoying the ride. Appreciating what they seem to be trying to accomplish with a such a massive audience. What they are trying to scale is nothing short of staggering.
So as I mentioned in my original post, the one change that I feel has really taken a more significant, if not nearly invisible, toll on the community (and ultimately the company and the brand), was the decision to forgo launch day lines. I know... Who likes lines? Well, it isn't actually the
standing in a line aspect that I miss. No, it's the energy, the comrade, the gathering of like-minded people in the same space, at the same time for more or less the same thing. Again, the community. As the definition of "community" evolves and moves more into a digital world (in the name of convenience), there are aspects of an evolving community that are more isolating, less connective. So yes, while it
is a line, it is also so much more.
So that is why I'm glad to see that there will likely be some queuing next Friday at Apple Stores across the globe. Depending on my pre-order status, I may be there checking in on us... See how we're doing.
