The Macintosh legend implies that if you are an artist, you use a Mac. The Apple Computer advertisements imply that the people who use Macs are out to change the world.
'Here's to the crazy ones ... the misfits ... the rebels ... the troublemakers ... the round pegs in the square holes ... the ones who see things differently. They are not fond of rules and they have no respect for the status quo. You can disagree with them, glorify or vilify them. The only thing that you cannot do is ignore them because they change things, they push the human race forward.
'And while some see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world are the ones who do.'
That is a quote from one of Apple's better commercials and was included in a letter to all Apple employees to better understand the philosophy of the company.
It's cool in concept and Apple, it seems, is right on course. But are there any pesky little developers out there who are disturbing the status quo, as Freehand and Quark did so many years ago?
The first sign of change has come in the form of a return to the original concept of tools 'for the rest of us'. In the art universe it means easy-to-use applications that do amazing things for less than US$100.