Apple is a company of pure innovative and consumer efficient products spreading across the world, connecting everyone together, helping to simplify everyday lives of ordinary people like ourselves and in the process have managed to create a following. A following most often stereotyped as "geeks" or "nerds". However, in the dedicated Mac community, they are referred to as Mac addicts. Such people, with any obsession of sorts, have an increased height of awareness of the product, or thing being obsessed upon. As is true with my own personal experience inside of the Apple retail store, jammed neatly into the middle of Cambridge, Massachusetts.
             when a room glows white, there can almost never be a reason not to venture into it. Perhaps Steve Jobs, Apple CEO, has done this on purpose, quite aware of the visually captivating power of the color white. Proof can be found in the store itself, where oodles of nearly translucent white ibooks and imacs pose for display, calling for our eyes to stare upon them. Beaming blue mutations of screen savers shine across each row of grand displays, organized by size. Starting with the smallest seventeen inch wide screen, a luxury for most home systems, all the way to the greek god of displays, the thirty inch high definition cinema screen. In Diane Ackermans essay of the senses she point out that, "we are relying on our sense of vision to capture the action or the mood" (19). Apple's use of clean curves and abstract angles help portray a general mood for the computers. A product clear of clutter, eye sore boxes of wires and a product that when in action, as displayed in excess at the stores, can hold it's own, plus some. The visual appeal of Apple is only one step down the road, to understanding the Mac addict. Sometimes the eyes must be closed or, "there would be too many visual distractions to notice and analyze" (19). Although the design of Apple pr...