Geeks aim to bring ‘a bit of the misfit’ back to the Apple brand

If Apple’s slogan is ‘think different’, then the self-proclaimed Apple Geeks’ strap line is ‘be different’, said Mr Lee.

The pair, who are based in Chapel Allerton, Leeds, repair and modify Apple products for the general public, but they also have a vision to make the gadgets more individual by customising them using a colourisation process.

Apple Geeks has just created a limited edition selection of neon-coloured iPads, iMacs and Macbooks.

Mr Lee said: “Today Apple is arguably the most successful company on the planet. Its cutting edge products have changed the world we live in, as well as how we interact with those around us.

“But for all its successes, has it lost the rebellious magic that originally made it truly great?”

Steve Jobs was famously quoted as saying that it was “the crazy ones”, “the misfits”, “the round pegs in the square hole” that change things and push the human race forward.

Apple was started in Jobs’ parents’ garage with his business partner Steve Wozniak.

Apple Geeks, as the start-up is known, aims to “bring a little bit of the misfit back to the legendary brand”, said Mr Lee.

“Our iPhones, iPads, and Macs are all part of our day-to-day lives. What we wear defines our individuality, and so should our gadgets,” he added.

Apple Geeks, which is seeking to build a brand called iColor, launched in December via social networking sites. Once customised by Apple Geeks, an iColor label is added to the product.

Mr Lee said that the pair has quickly built up a following online.

“We see a future where you can choose the individual colours of your beloved gadget and have it in your hand the very same day,” said Mr Lee.

“We are working to a point where soon you will be able to come on to the website and you’ll be able to choose the colour of your iPad, your iMac, your Macbook, you could choose the base colour, the Apple logo colour and have it made for you.”

Mr Lee started out repairing Apple products in the 1990s and in 2008 set up his own independent repair business in North Leeds called Mac Repair, sending engineers to people’s homes to repair their computers.

“I started recruiting other engineers across the UK, London, Sheffield, Manchester, all the major cities, and now I have about 30 engineers across the UK and a Mac Repair branch in most major cities,” said Mr Lee.

Mac Repair branches pay a subscription to the company and are run independently.

Prior to setting up Mac Repair, Mr Lee had previously been based in London, working as a DJ and marketing expert for the Hippodrome night club in Leicester Square.

Last year, Mr Lee met Mr Wellby, a local musician and Apple enthusiast. The pair teamed up and Apple Geeks was born.

“We decided we wanted to do something a bit different. We both had a music background so we wanted to do something different and incorporate a little bit of what we are into that brand,” said Mr Lee.

“What we were trying to achieve was create a theatrical kind of business, a modern day business, fused with technology, but aimed at social networks and online and very much individuality.”

Mr Lee said that Apple Geeks has so far taken 10 orders for neon-coloured iPads, which were sourced from Apple directly before being customised.

Owners of existing Apple products can bring them to Apple Geeks for customisation as well. “We have four in at the moment,” he added.

“The problem is we are not geared up yet to do this en masse,” Mr Lee said. “There’s only two of us doing at the moment.

“In terms of people contacting us asking us to do stuff it’s a phenomenal amount.”

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