The Apple Newton Community of Users

Many original users continue to use the Newton. New users are still joining (including one of the authors of this study - click here). Remaining (and new) members note the technological superiority of the Newton over competing devices, supporting themselves with their own patches, software, and hardware modifications, keeping the product viable in the absence of Apple assistance. Surprisingly enough, one community forum, the NewtonTalk listserv is still growing as new converts come into the fold. With an active trade on eBay and strong word-of-mouth from loyal users, new consumers are trying and adopting the Newton technology four years after Apple’s discontinuation. The Newton brand community as whole is healthy, active and sustaining membership, if not growing in size.

In some ways, one might be tempted to think that the Apple Newton brand community is in a perilous position. The brand has been discontinued, making service, assistance and applications hard to obtain. This could make the device difficult to use. Members of the community are burdened with additional challenges daily, ranging from getting the device to work with newer desktop operating systems, fending off marketing attempts aimed at getting them to adopt a newer device and the prodding of friends, family and colleagues to adopt competing platforms. In addition, the more time that passes since the Newton was discontinued, the more members that will be lost to attrition from the natural failure of the device. For example, according to one source, the backlight on the device is believed to have a half-life of a couple of years of continuous use, after which it will begin to get progressively dimmer. Given that no new Newtons are currently being produced, the supply of working devices decreases. Eventually these second-hand devices will drop from the market completely as all the existing devices will break or become unusable, or another device comes along that is comparable to the Newton’s particular technological attributes.

The members of this community are extremely self-aware. They possess a well-developed understanding of their feelings toward the brand and, for many, their connection to other users. Members know it isn’t the most important thing in their lives (not even close), but neither is it trivial. The amount of effort it takes to keep using a discontinued product pretty much limits membership to those who are fairly serious about it. Most importantly, they do not wish to be confused with indiscriminate zealots who are weird nuts occupying marginal positions. They are aware of the potential to be characterized in this fashion, and do not wish to be so presented.

Newton users are a varied group, both in their backgrounds and in their participation in the community surrounding the Newton. Backgrounds are varied. Age, education, careers, and even years of experience with the Newton vary quite a lot. Participation in the community varies. Some are very active. Many decidedly less so. There is a large numbers of moderate users, who don't create webpages, participate in rumor discussions or even regularly post to the listserv. This is much like involvement in a traditional community. Consider a small town of 40,000 people. Identification with and involvement and participation in varies. Some of the people who live in that town are very strongly devoted to the community and participate in all manner of civic activities. On the other hand, there is a segment that only calls the town home because they have to. This segment may not as strongly identify with the town and their civic involvement may not extend much beyond voting in local elections (if that). Then, there is the great majority of those in-between the two extremes.

last modified on April 27, 2004