Recently I had to decide whether to discard my Apple //e, and found I absolutely couldn’t bear to part with it. Rather, I pulled its disparate components off storage shelves and out of boxes, dusted them off and reassembled it. Something about reconstituting it made me bond with it all over again… Then, just the other night, snowed in by a blizzard, I was watching Royal Tennenbaums for the nth time and noticed among all the other 70s bric-a-brac, an Apple //.
I know it’s playing footsie with the obvious, but it’s worth remembering what an essential artifact of 70’s design the Apple // really is. Its introductory advert from 1977 captures that perfectly. Look at the context… It’s not set up in an office but on the wood table of a modern kitchen. It’s not stacked like a Hi-Fi system or a fused one-piece like an ordinary computer terminal. It’s spread out like a split level contemporary house. The severe contrasting angles of the case evoke 70’s architecture and furniture design much more than anything especially technological. (It shares this look with some of the better designed calculators of the period – which makes sense, given they first embodied the notion of a computer as a home appliance) The distinct beige putty color leans in nicely against the saturated, plush colors of the era – the ochres, purples, oranges and red browns. In short, the Apple // represents the hight of then-contemporary suburban design – which is why it looks just at home in the Wes Anderson’s idealized 70’s diorama as Bill Murray’s purple turtleneck and burnt sienna blazer.