They trickled in to the Apple Store at Seattle’s University Village one by one this morning, wearing black mock turtlenecks and wire-rimmed glasses.

And then it began.

The flash mob was organized by the Filter digital agency to mark the one-year anniversary of Apple co-founder Steve Jobs’ death — with a crowd of a couple dozen dancing in front of the Genius Bar.

Their goal, as explained in a blog post by Filter CEO Max Thelen: “To change the world for just one day in making a public statement declaring October 5th as Steve Jobs Day!”

If the Apple Store employees knew it was coming, they didn’t let on, but they were unfazed, with one employee in the video above continuing his discussion with a customer at the Genius Bar even in the midst of the foolishness.

Apple is offering its own tribute on its home page today with a video remembering Jobs and a note from his successor as CEO, Tim Cook. Here’s the full text, via the Next Web.

Steve’s passing one year ago today was a sad and difficult time for all of us. I hope that today everyone will reflect on his extraordinary life and the many ways he made the world a better place.

One of the greatest gifts Steve gave to the world is Apple. No company has ever inspired such creativity or set such high standards for itself. Our values originated from Steve and his spirit will forever be the foundation of Apple. We share the great privilege and responsibility of carrying his future legacy into the future.

I’m incredibly proud of the work we are doing, delivering products that our customers love and dreaming up new ones that will delight them down the road. It’s a wonderful tribute to Steve’s memory and everything he stood for.

As Jobs liked to say, “Stay Hungry, Stay Foolish.”

Editor’s Note: Filter is a GeekWire annual sponsor.

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  • David Hoang

    I’m not going to question someone’s sincerity in a tribute, but will say it’s an “interesting” approach. I prefer to hear heartfelt stories of how he inspired people, see artwork, designs, or music created in his tribute.

  • Thomas R.

    The advertisement signs held up during the “flash mob” really detracted from this. Odd choice to try and hijack the anniversary of someone’s death with their advertising. This was done in bad taste.

  • Guest

    I disapprove of this. We celebrate great men like Martin Luther King, Jr. by celebrating the dates on which they were born, not on the dates when they died. Flash-mobbing an Apple Store to act as a human yahrzeit candle is unacceptable and should have been treated with the same contempt accorded to the musician who destroyed a Microsoft store with his bare feet last week.

    • ucandisqusthis

      True, but Steve Jobs was not a great man like MLK Jr.

      How could anyone even begin to equate the two?

  • Roy Leban

    Filter is usually a classy company, but they blew it here in so many ways. Except for the dress code, it was definitely un-Steve-like. And commercializing the anniversary of his death? About the only good thing about it is that they didn’t jump on tables and destroy hardware.

    Whether you liked Steve Jobs or hated him, this is just wrong, and it certainly doesn’t honor him like the headline implies.

    • Seriousless

      I believe the angle was based on his quote, “Stay Hungry, Stay Foolish”. Seems like frivolity in action.

  • G

    Extremely bad taste and really weak.

  • ronjon55

    Stay foolish != stay tacky.

  • wtfiswrongwithyoupeople

    Why would anyone celebrate this evil man? Or were they celebrating that he is dead and cannot take further actions to turn consumers into unthinking sheep controlled by his corporate empire?

  • Sam Blumer

    only people over 30 think flashmobs are cool.

  • Mookie

    An Ad agency that really used three hashtags and mostly generic sayings… genius marketing fellas.

  • courtneyj

    I move that the term “flash mob” can’t be used when it’s organized by a company having anything to do with marketing.

    • Westside guy

      I don’t know if it’s only in Seattle, or if it happens elsewhere – but there have been numerous instances where these sorts of things are announced way ahead of time – sometime even with scheduled practice sessions – but are inexplicably referred to as “flash mobs”.

  • JackInPortland

    Dancing on the anniversary of someones death seems awfully close to dancing on one’s grave.

  • Allah Ackbarf

    Ignorance. Will people ever think for themselves?

  • Cortagon

    This is a despicable plea for attention by an agency. First off, Jobs was not a man to be honored like some beacon of virtue. He was a business man and a cutthroat one at that. He had no problem destroying people in his way. This agency should deeply shamed for this.

  • Sparky M

    Honours Jobs? Honours a man who was a tyrant, who hated the poor, workers, charity, competition, the environment, etc. He was a modern day robber baron. The man and Apple should both be despised and avoided like the plague. Then again, they wouldn’t be a cult if they didn’t have their sheeple.

  • Sparky M

    Hey Cook, how did Jobs make the world a better place? By being uncharitable? By throwing tantrums at employees? IP theft and trying to stifle innovation? Destroying the environment? Shipping American jobs to China so he was more free to exploit working people? This is what Apple and their drone followers think is good. Wow, it simply boggles the mind.

  • John

    Hopefully without jobs the company will disappear soon. He was not a great man by any measure. Great men do good, he just made himself rich…

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