Tech talk, cold comfort.

"I wanted to create a repository where people who also love the company and its products could go and reminisce," says Mr. Zufi, a mobility expert at SAP America Inc. who says he has never worked for Apple Inc. The idea, he says, was to trace the company's evolution both in electronics and design from a user's point of view. "I want people who are a bit younger who think Apple just makes things that start with "i" to know this company used to make clunky printers."