Style

By David S. Jackson/San Francisco

Apple co-founder STEVE JOBS has done a lot to shake up the company since he took over last year as interim CEO, but even the most devoted fans of the Mac may be shocked to hear what he's doing to their famous Apple logo: he's getting rid of the rainbow stripes. The new PowerBook G3 will feature an all-white Apple, and the one on the new iMac will be blue. Future Apple logos on the Mac will be white or another solid.

The decision to drop the stripes was made about seven months ago in a meeting between Jobs and his advertising, design and marketing executives. "It was quite unanimous," Jobs told TIME. "The stripes just felt like the '70s or early '80s."

Jobs says the shape is more important than the colors anyway. Referring to Nike's famous symbol, he adds, "The shape is our swoosh."

--By David S. Jackson/San Francisco