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The big news out of Cupertino this morning is BootCamp. It’s Apple’s beta bootloader for Windows on their previously-closed Mac platform. Now you can dual-boot Mac OSX and Windows XP, complete with drivers for the important bits of the system.

Putting aside why this is a great move for Apple, this really puts the company in a new light for me. I’ve never liked Apple’s marketing - they’ve always seemed more like a cold white plastic monolith than a warm fuzzy people company to me. To me the Mac, and Apple, is about lack of choice. They give you something, and that’s what you get. It’s good, but things are going to be their way or no way at all. I tend to think a lot of their growing success lies with the fact that their defaults (a stock OSX install and standard Mac hardware) are fantastic, while the default install of Windows or Linux (and the standard OEM boxes) are rather dismal. While this makes a Mac great for most people, I’ve never really cared. I can make Windows do what I want, and aside from my Thinkpad I’ve never bought a computer that was pre-assembled in a factory.

The first thing Apple did that made Macs interesting to me was embracing UNIX with OSX. That was not the sort of decision I expected from a company that had made previously shipped operating systems that show you frowny-faces on error. The fact that the Mac now had a command line suggested that it wasn’t just for playing that sliding-puzzle game anymore. Since then I’ve had a little bit of interest in the Mac, and I even have a rescued-from-the-garbage 350Mhz iMac that I test Safari on. The OS is interesting, but the hardware lockin has always stayed my had mere moments from the “Place Order” button at the Apple Store. Recently I’ve become enamoured of the Mac Mini, whose diminuative size makes it seem more like buying a toy than a computer. Coupled with the fact that it’s the cheapest Mac that comes without a built in display, it seems like the best choice for my tinkering, though the price hike for the new Intel models makes me wish for some additional customization options - do I really need to pay for Airport Express when it’ll be sitting 5 inches away from an ethernet switch?

Today’s introduction of BootCamp really got me though. All of a sudden the guys at Apple HQ are speaking directly to me - they’re letting me make a choice! Not just any choice, but the choice to run software from their sworn enemy, Microsoft, on their pristine white hardware. This from the iTunes company! It’s not really a choice, of course. I wouldn’t dream of putting XP on a Mac Mini when I could build a cheap PC for half the price. It’ll be nice for people who want a great laptop but can’t give up Windows. But for me it’s the fact that they’re opening up and letting me do something as radical as replace the operating system. I feel now that if I were to buy a Mini, I’d be getting it from Apple, a company full of cool engineers with good design sense, not Apple, a company full of snobby elitists who know what’s best for me.