everyone with the wonder of computing.  He kept that altruistic focus with the mission statement for developing the Macintosh, "Easy to use computing tools for everyone on the planet." Those altruistic values would indeed resonate with us children of the 60’s and 70’s who watched movies like The Graduate asking ourselves in the “sound of silence” of our predawn thoughts “What’s it all about Alphie?” as we rebelled against the status quo of racism, social injustice, and what we saw was the blind conformity to that was status quo in America, particularly by our parent’s generation. 

Apple’s 1984 SuperBowl Macintosh introduction commercial was symbolic of that break with blind conformity as the brightly clad young woman athlete ran between the rows of dark gray clad automatons marching in zombie file to their gray benches to listen to Big Brother.   Our young woman runs up the center isle of these shaved-head, joyless drones and hurls her sledge hammer into the railing gray face on the screen at the front of the room--and in a flash of white light--the Mac was born. 

“Yes,” I said to myself, “that could account for some of this strange attraction that Apple seemed to hold for me and others of my generation—but not certainly not all of it.” 


The people I invited to Apple were very bright, sophisticated, and well-educated professionals who had become The Establishment (as we used to call those in power in the 60’s and 70’s).  That would also not account for similar mesmerizing reactions I had seen in visitors from generations on both sides of the Boomers.   So I developed another hypothesis, “So if resonance with Apple’s place in the culture does not account for all of this phenomenon, did the place itself, the campus, have some sort of effect on people?”

Just singin' and clappin'… The Place: Apple’s Corporate Campus

You’re traveling to another dimension, a dimension not only of sight and sound, but of mind… A journey into a wondrous land whose boundaries are that of imagination….That’s the sign post up ahead…  you’re about to enter… One Infinite Loop, Cupertino, California

The opening of the ‘60s TV series, The Twilight Zone, were the words that echoed in my head, the very first time I walked through the doors at One Infinite Loop.  That feeling of entering the extra-ordinary, of excited anticipation, flooded over me every day I crossed the threshold at One Infinite Loop in my three and a half years there.  I could at least understand how the Apple corporate campus had an effect on people. 

“So what is it that triggers this reaction?  What are sensory cues that I am responding to?” I asked my self.    What is unique about One Infinite Loop?

As I thought about it I realized that the answer to  that question was the same answer I used to give visitors: “Where else but Apple?”  Where else can you drive by on the freeway (Highway 280) and see a giant four-story banner of John and Yoko, Rosa Parks, or Mohamed Ali draped over the entrance the building that faces the highway?  Where else would you find a Fortune 500 corporate campus located on such a tongue in cheek street name like, One Infinite Loop?  Where else can you find light-filled and open-feeling buildings that are seemingly alike on the outside and yet different in the inside; where the colors, and the textures of wood and metal and carpet form angular shapes and flowing geometries that create a morphing three-dimensional space?   Where else is there a corporate campus that is quirky enough to make you feel like you’re on the bridge of the Starship Enterprise and walking through Ken Kesey’s front

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