Friday, 12 June 2009

Unpacking the brand

Never knowingly disappointing. Unwrapping our new MacBookPro is as satisfying and delightful experience as ever unwrapping an Apple product has been. Dramatically slimmed down into a briefcase sized box, it reveals its layers elegantly in chichi black and white, the carved aluminium of the MacBook itself temptingly oozing style and potential.
The experience of being in the Apple Store is still a delight, embuing a sense of feeling good in this tattered world. The staff are lovely with their sky blue t-shirts and perky attitudes. Jonathan had to go back today because he was worried about a kind of screen drag/ripple when he plugged his mouse in - I suspect he might just have wanted to bask in the Apple-ness and enjoy the feeling of belonging to a better place.