I’ll bet you didn’t know I owned Apple. No, not AN apple. This isn’t a post about an epic journey to the grocery store. This is the story of something I wanted to do for a long time: buy stock in my favorite computer company. This isn’t a story of buying low and selling high, of market savvy, or mad money.
This is a love story.
If you’ve been on Apple train for the whole Jobs reunion tour – you get it. If you’ve been on the wagon since ’84, when the first Macs rolled off the lines, you definitely get it. If you know who John Sculley and Gil Amellio are, you’ve got it bad.
If you’ve got more little white apple stickers than hobbies, you know. If you’ve got a few striped, rainbow apples sprinkled in your collection you’re pretty damn sure.
If you don’t, I’m not sure I can explain it to you.
“John, it sounds like what you really need is a good deprogramming.“
I admit it sounds fishy. The “cult of Mac” label rings with a hint of truth. But there’s another, simpler explanation: great products create strong customer loyalty and a great brand name. Great products can be addicting in a way. If you’ve ever bough something and six months later thought, “I don’t know how I got along before…,” you’ve got some idea what I’m talking about.
Some folks get the cool-great relationship mixed up when it comes to Apple. Some would have you believe Apple only exists because it’s cool or fashionable. I think the cool or fashionable part comes second, dependent on the first. In order to be around as long as Apple, you’ve got to have great products first, before they can be cool. In Apple’s case, great products combine good form as well as function, which undoubtably leads to the “fashionable” charge. There’s just one thing. The first computer running the Mac OS was sold in early 1984. Being cool, or it’s cousin – a fad – has a limited shelf life, and it isn’t 27 years. You’ve got to be good (dare I say great?) before you can be cool that long, while at the same appealing to more than one generation of customers.
There’s a darker side to this story though. There’s truth to what they say: “you’ve got to have money to make money.”
I bought into Apple right before the first iPad was sold. Like I said before, I wanted buy Apple stock for sentimental reasons, not necessarily to make money. However it did cross my mind that it would be more affordable before the iPad rather than after.
Well I didn’t (make money). Not much anyway.
Oh, the stock price has done great. It’s up around 50% since I invested, but I could only afford one share at the time. I’m only up a $100 or so.
On the up side, I still received notification of the stockholders’ meeting this year. That was pretty exciting stuff, until I figured someone just wanted my little piece of the vote by proxy. I don’t think they really wanted me to show up, let alone have a speaking role.
None of that really matters though. The important thing is I’ve got my MacBook and my stock.
One share of Apple I’ll cherish forever.