The 20th Anniversary of the Power Mac G4 Cube

Steven Levy from Wired remembers the Power Mac G4 Cube, which debuted July 19, 2000. From the report: I was reminded of this last week, as I listened to a cassette tape recorded 20 years prior, almost to the day. It documented a two-hour session with Jobs in Cupertino, California, shortly before the launch. The main reason he had summoned me to Apple’s headquarters was sitting under the over of a dark sheet of fabric on the long table in the boardroom of One Infinite Loop. “We have made the coolest computer ever,” he told me. “I guess I’ll just show it to you.” He yanked off the fabric, exposing an 8-inch stump of transparent plastic with a block of electronics suspended inside. It looked less like a computer than a toaster born from an immaculate conception between Philip K. Dick and Ludwig Mies van der Rohe. (But the fingerprints were, of course, Jony Ive’s.) Alongside it were two speakers encased in Christmas-ornament-sized, glasslike spheres. “The Cube,” Jobs said, in a stage whisper, hardly containing his excitement. He began by emphasizing that while the Cube was powerful, it was air-cooled. (Jobs hated fans. Hated them.) He demonstrated how it didn’t have a power switch, but could sense a wave of your hand to turn on the juice. He showed me how Apple had eliminated the tray that held CDs — with the Cube, you just hovered the disk over the slot and the machine inhaled it. And then he got to the plastics. It was as if Jobs had taken to heart that guy in The Graduate who gave career advice to Benjamin Braddock. “We are doing more with plastics than anyone else in the world,” he told me. “These are all specially formulated, and it’s all proprietary, just us. It took us six months just to formulate these plastics. They make bulletproof vests out of it! And it’s incredibly sturdy, and it’s just beautiful! There’s never been anything like that. How do you make something like that? Nobody ever made anything like that! Isn’t that beautiful? I think it’s stunning!” For one thing, the price was prohibitive — by the time you bought the display, it was almost three times the price of an iMac and even more than some PowerMacs. By and large, people don’t spend their art budget on computers. That wasn’t the only issue with the G4 Cube. Those plastics were hard to manufacture, and people reported flaws. The air cooling had problems. If you left a sheet of paper on top of the device, it would shut down to prevent overheating. And because it had no On button, a stray wave of your hand would send the machine into action, like it or not. In any case, the G4 Cube failed to push buttons on the computer-buying public. Jobs told me it would sell millions. But Apple sold fewer than 150,000 units.