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Apple's DNA Is Mystique

Why does anyone still trust Apple? I suppose it could just be that they don't pay attention. Maybe it's that they love a bully, especially when the bully speaks and looks so fair. Apple is one of the great counter-arguments to the wisdom of the Cluetrain: They keep their customers in the dark and feed them nothing but cheap wine and communal wafers, and yet they're worshipped for it.

Last week, ThinkSecret fronted a rumor that Apple would be announcing a sub-$500 "headless" Macintosh at Macworld Expo on 1/11. They also slipped in a mention, which I somehow missed, that Apple was working on an office suite to compete with MS-Office for OS X.

So, naturally, Apple is sueing them [via Gizmodo]. Said ThinkSecret was revealing "trade secrets". Seem to think that the stuff ThinkSecret is putting up on their website might somehow cause Apple harm. For example, maybe Microsoft doesn't already suspect that Apple is canoodling with KDE to produce an OS X customized fork of KOffice. (KDE are already got the whole suite working natively under Aqua.) Maybe now that Microsoft knows, they'll conjure some nefarious plot to destroy Apple once and for all. Or not.

And as though suing ThinkSecret didn't just confirm at least one of the rumors.

Now, if the Cluetrain Manifesto told the whole story, Apple would be toast thanks to hijinks like these. Their hardware is expensive and slow, the software is more expensive and there's less of it. And on top of that, they treat their customers like marks to be manipulated and jerked around. On the other hand, Apple products come in whatever color you want. As long as it's white.

Friends and acquaintences know that I've considered buying a Mac for a while now, so I can move away from Windows while still having access to high-quality design and graphics tools like PageMaker and Flash. Much as I love the idea of scoring a slightly used PowerBook, a $599 desktop Mac would be a nearly ideal solution. But the Dark Steve just keeps making it hard for me to switch. At least Bill Gates and Steve Ballmer don't pass themselves off as nice guys.

Whence this mania for secrecy stems, I could only speculate. It's apparently new since Jobs rejoined in the late 90s, and since Apple more or less exists for the sole purpose of making Steve Jobs feel like a big man, my first guess would be that it sources back to him. In any case, it's a brilliant piece of crazy-making. They have to grok very deeply that their true believers will love them even more for this, and that once a convert has drunk their koolaid, going over to Windows is unthinkable. (Why, that would mean feeling uncool....)

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