Video: High fives and hype at Boston's new Apple Store
There was no lack of enthusiasm — or videography — at Thursday's opening of the company's new flagship store in Boston. Thousands of fans turned up and at least a dozen videos have already been edited and posted on YouTube; three representative clips are pasted below the fold.
Anyone who hasn't been to one of these events might find these images shocking.
It's one thing to stand in line for hours and share in the growing excitement and anticipation. It's another to watch it cold, from the outside. There's a lot of stage-managed hysteria here, whipped up by blue- and orange-shirted Apple staffers working from a script. It's like a college-town pep rally with just a whiff of Nuremberg.
But what the hell. The fanboys like it, and it sells computers. A lot companies would kill for the kind of loyalty Apple (AAPL) can command.
Videos below, as promised:
These videos are scary and unnerving… Apple bigwigs and major stockholders get fat watching checks roll in while people making minimum wage(or however little they make) wearing uniforms round up the cattle… It's all turned around… A company should be beholden to its customers, not the other way around – which is what apple has successfully managed to achieve – much like the American government. I love apple products, but that kind of enthusiasm from me is reserved for the things in life I don't have to pay an arm and a leg for and, in fact, are usually free. Yes, I said cattle and I loved the Nuremberg reference
> For the record, I was referring to the
> Nuremberg rallies, not the war crime trials.
Thanks for the clarification. No offense taken, but probably not the best choice of words.
Nurnberg? Nuremberg? The offense given looks to me to be unintentional, using the wrong German term…did the writer perhaps mean to refer to Oktoberfest…seems much more apropos to the description of the event…and would have probably avoided giving offense
Good article but the Nuremberg comment (referencing Nazi war crimes) was in poor taste.
ex ped: For the record, I was referring to the Nuremberg rallies, not the war crime trials. But in retrospect it was probably a hotter button than I meant to push.
Nuremberg?
Looks as American as Apple pie to me. Have you ever seen Americans having a good time?
Or are you so stuck in DOSville and Vistaland you think whining about fanboys is as good as it gets?
Ok you Dolt's who are complaining about the use of Nuremburg. History lesson, there were no gas chambers at Nuremburg, this was the site of the post World War II war crime trials. But then that individual was from Switzerland, who was "non-aligned" during the war. Also the was a gas "chamber" not an oven. The oven came after the chamber. But then your Swiss, too busy making chocolate or profiting off the Nazis regime at the time. Stick to watches.
ed ped: Nuremberg is perhaps even more famous for its annual rallies.
Great opening and an amazing looking store.
Every bit of that opening was exciting and appropriate. You don't get the staff "bit" of running a "Boston Marathon" in front of the store????
Hilarious. And the cheering (actual WELCOMING) of customers as they enter THEIR new store was a continuation of that bit – have you ever been to a marathon at the "END" of a race where the runners cross the finish line?
Your final comment says it all – of course other companies want the loyalty of Apple users – maybe if they new how to not only create as good a product – and THEN celebrate it with their own retail outlets like Apple – they would enjoy the same success.
This is better than hype – it's passion and excitement.
Time to buy more stock.
One of the main reasons an Apple Store opening is exciting for Apple old-timers is because for years "beleaguered" and "Apple is doomed" were the most likely comments from the media and from PC fanboys respectively.
Another big reason the openings are a big deal for us is that it's fantastic to be able to buy Apple products and software in person with a knowledgeable guide, instead of from in the rare display inside a PC store where the keys are pulled off, parts are missing and the clerk (if you can find one) drools something asinine such as, "You can't get on the internets with a Mac."
Another reason: It's fun to see with your own eyes that many, many people enjoy working with their Apple computers.
The days of $14 a share for AAPL are long gone.
Phillip,
Not to be too significant about this, but would you kid about Darfour, Katrina, or Somalia? And would you use Nuremberg with any other admittedly hype powered event?
So, what's with the insanity here? Use this instance of weirdness to get a grip. Perhaps you might discuss this with your therapist or partner.
Otherwise, keep on keeping on. Your articles (generally) are getting more intelligent and accurate.
Peace,
I'll be doing a tour of the Boylston Street store on Sunday morning and report back with pictures and video from my blog http://www.zachbass.com later in the afternnon.
Nuremberg? That's a bit stiff, isn't it? The Ipod isn't exactly a gas oven.
Regardless, man is a tribal animal, and with broadband we don't need jesus anymore. That is not my message, it is the message of the youth of today. They have no time for death and mystery. It is all about band width and file size these days.
Still, if you gave a choice between Stevie Jobber and the Pope, I'd probably go outside and worship a rock. Isn't that what steve does? So you have all these crazy folks, worshiping a guy who worships rocks. It is all very monty python.
I keep seeing comments about stage managing and hype, etc. But what most people fail to realize is that Apple does very little to build this. It all comes from the user base and the media.
Mac users are very passionate about their chosen platform because it does make computing easier and the constant barrage of derision from Windows users. It makes you push back.
It is spelled Nurnberg, unless you are from England where folk regularly change the names of other locations. Something about insularity.
ex ped: Nürnberg in German, Nuremberg in American.
You know it ain't Microsloth! when was the last time you saw enthusiasm directed towards anything from Redmond?
Actually to address the comment made by Angela, Apple Retail employees make quite a bit of money compared to other jobs around town. Apple Geniuses start at 40K a year, which is excellent for a college student or someone in their 20's. Apple Mac Specialists make anywhere from 11-$16/hr, and Mac Conceierge make 12 and up. It's definitely not minimum wage, and the benefits apple employees get are astronomical.