AllMovie

Comprised of interviews with Apple's most ardent followers and fanboys, Kobi Shely's feature-length documentary offers a detailed examination of the cult of Mac while exploring the possibility that the company previously defined by its unwaveringly supportive community is fast becoming just another trendy brand. In the early hours of a cool San Francisco morning in 2007, a line of people beginning at the Moscone Conference Center stretches for an incredible ten blocks. This is the site of the 27th annual Macworld expo and conference. It was in this very same building 24 years prior that Apple unveiled their revolutionary personal computer, the Macintosh. At the time, the general public hadn't yet adapted to the idea of having a home computer, but the Macintosh soon changed all of that. Soon after the first Mac user group was formed at the University of California at Berkeley, MUGs began popping up all across the world. As a result, a global community of Mac users was formed. Then in the '90s, Microsoft appeared poised to put Apple out of business. Things began to look up when Steve Jobs unveiled the first iMac in 1997, though it wasn't until the introduction of the iPod four years later that the company's comeback was truly cemented. A decade later, however, the arrival of the iPhone led some longtime Mac supporters to suspect that their community was beginning to unravel as Apple went mainstream. Has Apple effectively isolated the very customers who once helped to save the company from extinction, and, if so, what can they do to win back their once-loyal fanbase?