We wouldn't exactly consider it news, per se, but a new report by research firm Harris Interactive reveals that, among 6500 computer purchasers in the first three quarters of last year, Apple's customers were the most loyal. Apparently the repurchase rate among Mac owners was a whopping 53%, meaning that "just over half of Mac owners who bought a personal computer... repurchased a Mac." We here at AtAT might almost have been surprised by that discovery-- if a quick glance around our studios didn't reveal Macs of all shapes and sizes sitting on just about every level surface. Yes, when it comes time to buy another computer, Mac owners tend to buy more Macs. Alert the media.

In any case, it's nice to have that seemingly obvious fact borne out by the numbers. Apple's repurchase rate topped the list, beating out Gateway (45%), Dell (40%), Hewlett-Packard (33%), Compaq (29%), and IBM (a somewhat dismal 9%). Clearly if Apple can get its foot in the door and a Mac on the table, the company stands a good chance of gaining a repeat customer for life-- not a bad strategy at all. Unfortunately, we're still left staring at a big, fat "if."

See, in order for that plan to work, Apple needs to hook first-time buyers and turn them into chronic Mac-purchasers. Unfortunately, Harris also found that first-time buyers aren't exactly flocking to Apple in droves. Gateway ranked tops amongst people buying their first computer, and HP did quite well, there, too-- both companies apparently sold more systems to newbies than to repeat customers. Apple isn't even mentioned in this context. We know that the original iMacs sold in disproportionate numbers to first-time buyers and Wintel switchers, but that was a long time ago.

Still, we remain hopeful that Apple will snag a decent chunk of the remaining untapped market with its bold new Flower Power and Blue Dalmatian iMacs; we finally made our peace with those patterns when we realized that Apple is intelligently targeting those few holdouts who can afford a computer, but just haven't seen one... striking enough to purchase. If the new iMacs bring fresh blood to the platform-- say, enough to get Apple listed in the first-time buyers section of the next Harris poll-- we'll happily accept whatever zany patterns Apple chooses to introduce. "Teflon Herringbone," anyone?