Lick Me, I'm A Macintosh

San Francisco Gate

And maybe you buy yourself, say, a new Apple PowerBook, as I just did, and it comes in this really quite beautiful sleek black box with small elegant typeface and gorgeous subtle graphics and a strange and obvious attention to detail and you think, pshaw, who cares, just another big heartless tech corporation trying to smooth talk me, just another suckass hunk of plastic and wire and metal to break down in a month and be obsolete in a year and really, why should I give a damn.

And yet. You can't help but notice. Apple seemed to really put some serious work into this, into the details, the packaging, the shape and texture. The rich black box, the clean unobtrusive font, the silver sliver inch-wide side-shot photograph of the PowerBook itself on the box lid.

No screaming colors and no garish cartoon graphics and no massive corporate logo and no bullet-point exclamation points listing the outrageous features you'll never use and you're like, wait a minute, what they hell does Apple think they're hawking here, art?

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