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An Apple evangelist, also known as Mac(intosh) evangelist, Mac advocate or Apple fanboy is a promoter of Apple products such as the Macintosh, the iPod, the iPhone and the iPad. As a group, the followers are called the Cult of Mac.

The term "software evangelist" was coined by Mike Murray of the Macintosh division.[1] Apple's first evangelist was Mike Boich, a member of the original Macintosh development team.[2] Alain Rossmann succeeded him. Boich and Rossman later took part in the founding of Radius together.

The most well-known Apple evangelist is ex-Apple-employee Guy Kawasaki. Kawasaki is credited as being one of the first to use evangelistic methods to promote a computer brand through a blog. Apple formerly had a "Why Mac?" evangelist site [1]. The page no longer exists, but the company ran Get a Mac, which gave numerous reasons why "PC users" should switch to Macs. Several third-parties still host and maintain Apple evangelism websites.

Many Apple evangelists are employees of Apple whose job is to promote Apple products primarily by working with third-party developers.[citation needed]

In the early days of the Macintosh computer, the primary function of an evangelist was to convince software developers to write software products for the Macintosh. When software developers need help from within Apple, evangelists will often act as go-betweens, helping the developers to find the right people at Apple to talk to.

Mac as Religion

The Mac and its fans constitute the equivalent of a religion. This religion is based on an origin myth for Apple Computer, heroic and savior legends surrounding its co-founder and current CEO Steve Jobs, the devout faith of its follower congregation, their belief in the righteousness of the Macintosh, the existence of one or more Satanic opponents, Mac believers proselytizing and converting nonbelievers, and the hope among cult members that salvation can be achieved by transcending corporate capitalism.[3]

Russell Belk, Consumer Behaviorist at the University of Utah

Loyalty to Macintosh Computers and Apple have been compared to religious belief. The term Cult of Mac is often used to describe this group. Psychologist Dave Levine argues that the Mac community has a religious feeling, providing a sense of community and common heritage for those who have rejected religion. Russell Belk argues that, like a religion, the Cult of Mac is a belief system that helps its followers understand technology and the world.[3]

Apple founder Steve Jobs is compared to a God figure and Savior, and his life story is said to resemble Joseph Cambell's heroic adventure myths. Jobs was often viewed as a saintly figure to Mac users.[3]

Mac users are frequently known to use religious language in describing Macs. Terms such as "evangelism", "persecution" and "martyrdom" are used. Many users view their devotion as a battle between good versus evil, with evil frequently being Microsoft.[3]

The term Cult has been used to describe Mac users (Cult of Mac). However, this description is criticized. Dave Arnott, author of Corporate Cults argues that devotion to Macs is no different than devotion to a car or rollerblading.[3]

See also

References

  1. ^ Guy Kawasaki, The Macintosh Way, p2.
  2. ^ http://www.folklore.org/StoryView.py?project=Macintosh&story=Signing_Party.txt&characters=Mike%20Boich&sortOrder=Sort%20by%20Date&detail=medium
  3. ^ a b c d e Leander Kahney (December 5, 2002). "Worshipping at the Altar of Mac". Wired. Retrieved October 28, 2011.
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