Apple is simply the best American capitalism has to offer

15 years ago

“Face it; a consumer orgy is no place to read a good book,” John Roach writes for Madison Magazine. “But lately I have become a frequent flyer (not walker) of West Towne Mall, the large shopping factory with the quaint ‘e’ at the end of its ‘Town.’ The reason for these frequent visits, however, is not about the past, but about the future. For housed in the wide corridors of West Towne is ‘The Coolest Place in Madison.’ And I ain’t talkin’ Cinnabon. I’m talking the Apple Store.”

“Right now, at this time in the history of mankind, there is no cooler place in Madison than the Apple Store at West Towne Mall,” Roach writes. “There is a litany for this coolness. First there is the new world dominance of Apple products: the beauty and functionality of their design, their category-defining product introductions, their unrelenting march to create a digital proletariat experience, and the business and creative genius of illness-haunted Steve Jobs.”

“For my money, Apple is America’s twenty-first-century replacement for Standard Oil, General Motors and IBM,” Roach writes. “These blue-jeaned wizards have not just redefined the business of computers. Their creativity, modernized Yankee work ethic and ingenuity has forever altered other global businesses including music, movies, books, telephones, academia, travel and home entertainment. Right now Apple is simply the best American capitalism has to offer.”

“If I were to wish one thing, it would be to escort government, educational and business leaders from all over Wisconsin to the Apple Store for one hour and make them watch in silence. Force them to witness the combined best of the digital new with the reassuring constants of skilled, motivated employees thrilling satisfied customers,” Roach writes. “Alive in employees and customers alike, there is something present that is missing in American government, public institutions, automobile, real estate and banking industries, and other beleaguered endeavors. It is Hope, combined with a likable touch of New American Swagger. Which is Cool. Which America also invented.”