OSX Mavericks: How Even Apple Can't Duck Dive The Inevitable.

We all know it when we see it; played out old fogies trying to be cool. There is no doubt that will definitely be me someday and, who knows, depending on where you stand, that day might have already come. Either way, Apple's reign of cool clearly seems to be over, or, at least, coming to an inescapable end. No more Mac (played by Justin Long) poking fun at PC (played by eccentric millionaire John Hodgman who, by the way, is way cooler than Long), no more exclusivity, and definitely no more Steve Jobs who, let's face it, was really what made Apple cool.

Mavericks is a historical surf spot off the coast of California, about 2 miles out from shore near the town of Half Moon Bay. In the 70s and 80s only locals really knew about it, surfing the spot in secret, especially following winter storms where waves can climb upwards of 50+ feet. Unfortunately, as is often inevitable in the world of underground phenomenons, now almost everybody knows about it, flocking there in droves during what is commonly known as the Mavericks Invitational, ultimately burning the spot and making surfing there, at least in regard to the status of all things underground, uncool.

By calling their latest OS 'Mavericks', it seems as if Apple is admitting their newfound uncool status, literally. Everywhere you look, especially on college campuses, you see the satin reflection of an aluminum body Mac accompanied by the illuminated, and often shamelessly covered by a sticker, Apple logo.

Now, don't get me wrong, just because tons of people know about Mavericks doesn't mean they won't chew you up and spit you out. And, similarly, in Apple's case, they are still a major technology powerhouse and, as a result are, without a doubt, a force to be reckoned with.

But that doesn't mean we should overlook the obvious; Apple just isn't cool anymore.

Does that mean that I am going to stop using Apple products? No. At least, not for the time being. I still much prefer the Mac OS over many of the other options out there, like the clusterfuck that is Windows or the shitstorm that are much of the GNU+Linux distributions, command line updates and all. As cool as many of the aspects of these operating systems might be, and in many cases definitely are, the experiences just don't stack up to that of a Mac, well, for now; I'm looking at you Windows 8.

So, what is next? Personally, I am awaiting a new generation of cool. Whether it be software, hardware, or the often great experience that is both; hopefully they can make at least a fraction of the splash that Apple has. Which, if Apple's impact on the industry is any indicator, will definitely be a challenge.

Who knows, it might just be you.

Spencer.