Apple at Sanlitin's core

The sleek white cases and burnished aluminum help make Apple products beautiful pieces of design, but even that doesn't quite explain the evangelical fanaticism of Mac users. How can a choice of computer imbue someone with such a sense of smugness?

Apple's recent set of adverts have suggested, rather than implored, that we "Get a Mac". But with the constant string of problems that Microsoft's new Vista operating system has, more people are swapping to what was previously considered to be an elite, or arty operation system. Making the transition from a PC to a Mac is a hard one. Software is more expensive, and there's none of this buying a bit here and a piece there to cobble together a good computer. It's a case of taking the plunge, shelling out the money (10,898 yuan for the new macbook), and never saying goodbye to all those crashes, viruses, spyware problems, and a right mouse button.

Opening back in July, Apple's official store in the center of Sanlitun area, (the only Apple Store in all of mainland asia), looks like the products themselves, with a minimalist exterior, right down to the glowing logo. The Apple store is a dream to shop in, with helpful staff who speak decent English, don't pile on the pressure, and most of all, know the products.