Watch The Drama (1/10/00)

We knew there had to have been some serious drama at last week's Macworld Expo! Not having been present, though, we weren't able to sniff out the truly soap-operatic action ourselves; thank heaven for MacWEEK, who dug up a nice little nugget of melodrama that came to us courtesy of AppleLinks. If you're looking for a hissy fit on the show floor, just tail Steve Jobs for a while.

It seems that Steve stumbled upon a booth manned by the good folks over at, who make nifty little timepieces emblazoned with the Apple logo. Now, as far as Steve's concerned, the Apple logo is sacrosanct, so he was apparently quite incensed at seeing the holy sigil being used as a marketing ploy to push wristwatches. In fact, poor ol' Steve "waved his arms and loudly demanded that the booth close down immediately." Whoops! Looks like Steve didn't know that AppleWatches holds a valid license to use the Apple logo on their merchandise, which won't expire until sometime next year. In addition, we now have proof that Steve doesn't micromanage every aspect of Apple's day-to-day business, because despite Steve's ignorance of the arrangement, "all watch designs have been approved by Apple itself."

Poor Steve. He worked so hard to re-establish Apple as a magical brand, to restore that special luster to Apple's once-tarnished logo-- only to find that others are using it to sell wristwatches. With Apple's blessing, no less. Not that they're bad watches or cheesy designs; on the contrary, we think they look quite nice. But we're sure that Steve wants the Apple logo to be used by Apple and only Apple. Suppose Gil Amelio is enjoying a fond little chuckle right now? After all, it was he who granted AppleWatches their license in the first place. Revenge from beyond the CEO grave!

SceneLink (2028)
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The above scene was taken from the 1/10/00 episode:

January 10, 2000: Aqua didn't just show up onstage with Steve last Wednesday-- it also emerged in a Windows product unveiled the very same day. Meanwhile, a CBS MarketWatch columnist presents evidence that Apple yearns to be more like Microsoft, and Steve Jobs threw a bit of a hissy fit over wristwatches at last week's show...

Other scenes from that episode:

  • 2026: That Dastardly Steve! (1/10/00)   A few years back, you swooned at the sheer mercenariness of the End of Cloning. Last year you reeled in horror at the G4 Speed Dump. But now, ladies and gentlemen, we bring you the scandal to end all scandals: Aquagate!!...

  • 2027: Grasping At Straws (1/10/00)   Speaking of comparing Apple to Microsoft (let's hear it for that segue, folks! Give it a nice round of applause!), faithful viewers Jason Curtis and Russell Maggio both noted a CBS MarketWatch article which does just that...

Or view the entire episode as originally broadcast...

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