Apple's stock is trading right near it's 52-week high, but DSBPI Market Analysts are considering adding it to our model portfolio because of a recent field trip to the Apple Store on Michigan Ave. in Chicago. Frankly, it took our breath away. It presented technology in its context, organized more by end-user application (video, music, etc.) than by gigahertz and gigabyte -- although the new Apples seem to have their fare share of that stuff.

Admittedly, the DSBPI once ran on Mac and it was a horrible experience, system crashes were the norm and uninspired styling (circa 1995), a function of the Jobless Apple, made the decision to purchase a PC as simple as the Mac operating system purported to be. But the current retail store --and Apple product line-- highlights everything that is good about modern computing, from at home video conferencing to movie editing. And the hardware is so heavily designed that you might want a piece for your home instead of one of those patio fireplaces from SkyMall. Go visit the store, it is an exciting place chock full of seminars and happy people.

It is almost impossible to keep a technology edge in consumer electronics, and for most users that's really beside the point. Apple's new stores bring the magic back to computing; returning the mind to the glory days of playing Zork on your home Apple IIe or making birthday banners on Print Shop.

The DSBPI's next computer might not be a MAC, but it might -- something we wouldn't have said two days ago.