New Car

By now it should be clear to everyone the kind of buffoonery that runs the North American Big Three auto industry. I've been complaining about these people for years and their obsession to bring consumers mammoth vehicles while forsaking quality in smaller, fuel-efficient vehicles. The chickens have come home apparently, because now it's clear that it will mean Chapter 11 unless they can swindle, er, persuade Washington and Ottawa to rescue their little fat behinds. Meanwhile, a very interesting thing is occurring in Cupertino, CA. Apple Inc., formerly known as Apple Computer, has sparked a renaissance in industrial design and build quality in small handheld devices, as well as the traditional computers products they also produce. Everything from the iMac, MacBook line to OS X is well thought out and given the same loving care in the same fashion an artist who signed his work would. The pride of innovation, workmanship and design is apparent in everything they produce, thus garnering what a Microsoft executive called the "Apple Tax," because Apple charges a premium for the luxury of using their machines. I thought they were foolish when they released the iPod back in the early part of the decade. To me, it seemed like they were conceding to the PC world and were backing out of computers. Boy, was I wrong and I don't mind saying it. I rarely admit to it, but under Steve Jobs, Apple had set a course that brought them back from near-extinction to incredible growth and profits. Now with the release of the iPhone, Apple has redefined who they are and won an entire allegiance of fanboys and loyal followers. Every release of a closely-guarded Apple secret product, or upgrade, is treated like the second coming by the media and those in the computer industry. Once their products are shown, their PC competitors get busy de-engineering and tracing the designs so that they can get some of that Apple magic into their clunky offerings. Then there's Microsoft. How it is that Apple hasn't sued them yet for what is clearly theft is a mystery to me. The deeper mystery is how they can use Apple's OS X as the basis for their design and STILL uglify it, is beyond all comprehension. They're fortunate most people in this world are visually illiterate (including, apparently, CEO Steve Ballmer,) otherwise, it would be an Apple world. Microsoft fanboys will not like this one bit, but too bad. It's a fact that most good artists worth their salt can easily identify and since fanboys usually get more excited about benchmarks than aesthetics, they are the last ones to be able to understand interface design. So given all this, the Detroit gang can take a few notes regarding Apple. It would mean a renaissance in the beleaguered North American automotive industry. Something it has needed for a long, long time.

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