Tiger Event - 2005

Apple debuted its latest operating system, officially OS X 10.4 but code-named "Tiger," at 6 p.m. on Friday, April 29, 2005. Apple's retail stores closed at 5 p.m. to prepare for the debut, and then re-opened at 6 p.m. with presentations in the store theaters, and break-out sessions in the various store areas, each focusing on one of the new features (Spotlight, Automator, Dashboard, RSS, etc.).

From various reports, the turn-out at the stores was less than at the previous Panther event on Oct. 24, 2003. As well, at the Walnut Creek (N. Calif.) Apple retail store I visited, the crowd of about 85 was eager, but not outwardly enthusiastic. Perhaps Mac users have simply, and gratefully, come to realize that Apple issues periodic upgrades to their operating system--thank you, very much.

The lights to the store were off during the 5-6p.m. make-ready period. There was some clapping by the store staff, the doors were opened, the lights came on, and they started playing "Eye of the Tiger" by Survivor. The entire line was able to shuffle inside under the watchful eye of two Apple security guards.

Everyone entering the store was handed a 2"x4" "Scratch and win!" card--you either received a free iTunes song (redeemable with a 13-character code on the back), or 10% on on a purchase made in the store before midnight (except for purchases of Tiger, Bose gear, AppleCare or Apple gift cards).

Of course, all the computers were preppred with Tiger. There was an almost-continuous presentation at the store's theater on the major aspects of Tiger, and within each of the six sections of the store, other staffers were giving focused demonstrations. Each merchandise table had a 3-foot metal pole in the middle, and afixed at the top was a black card identifying which Tiger feature was being promoted within that area.

By the time everyone was let into the store, and no line was left outside, there were about 110 customers inside. There was a long line at the four front check-out positions, 2-3 each at two Genius Bar check-out positions, and a crowd of about 50 sitting and standing at the back theater watching the nearly-continuous presentation. There seemed to be few people taking advantage of any of the specific demonstrations on Tiger's major features.

With each purchase of Tiger, the buyer received a 3"x6-1/2", four-sided card titled, "Get to know Tiger personally." Inside was the invitation to receive either "free Tiger Training or Tiger Tune-Up." The first option allows you to receive a "personal tour of the new applications in Mac OS X Tiger while learning cool tips and tricks in a one-hour session with a Tiger Specialist..." For the second option, the buyer receives, "a personalized installation of Mac OS X Tiger," and at the same time, the Mac Specialist will "tune up" you Mac, "to make sure you're getting the most from your computer..." The tune-up requires that you leave your Mac overnight.

The offer requires that you book an appointment on-line, and enter a 10-digit character code that is printed on the back of the brochure. Appointments are available Sunday through Friday through June 24, 2005.