We were somewhere around Bondi Junction, on the edge of the iPad launch, when the Kool Aid began to take hold.
The opening of an Apple store has always had the feel of a Pentecostal revival meeting. The passion. The conviction. The showmanship. All those within the travelling tent united in the unfaltering belief that the good word from the Book of Steve, and a generous cash donation, can heal their broken lives.
I've seen new Apple store employees run laps of shopping centres on an opening day, possessed with the spirit and speaking in tongues as they fired up the crowd. Many bore witness as the sick were healed that day and the blind granted sight. Forming a guard of honour, or perhaps preventing escape, the temple priests lined the entrance and welcome the faithful into Apple's newest house of worship.
Such jubilation reached fever pitch this morning at the grand opening of Sydney's new Bondi Junction Apple store, as it coincided with the launch of Apple's latest modern miracle - the iPad. Apple fanboys had queued in order to be first to bask in the glow of Cupertino's miraculous tablet. Drinking heavily of the Apple Kool Aid, they lifted their arms to the sky and gave thanks as they stepped over the threshold and joined the congregation within.
Told to thrown down their netbook and walk, the faithful were lead like lambs to the cash register. Perhaps it was sleep deprivation, perhaps it was something in the water, but at that moment they looked as if they would follow Steve Jobs into the fires of hell, although some suspect that's whence he came. Apple worshippers claim the iPad is heavenly, a tablet carried down from the mountain Moses-style by Apple high priest Steve Jobs. Meanwhile Apple's critics see the iPad as the golden calf worshipped by heathens - wondrous and shiny but ultimately requiring you to sell your soul to the devil in black.
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