New Candle Makes Your Home Smell Like an Apple Store

Twelve South candle emits odor of a freshly opened new Mac
By Jenn Gidman,  Newser Staff
Posted Oct 5, 2016 8:48 AM CDT
Forget New-Car Smell, Now There's a New-Mac Smell
Mmm, the sweet smell of motherboard.   (Twelve South)

If you're over Yankee Candle's seasonal scents of autumn wreaths, spiced pumpkins, and cinnamon apples, reports on a more techie type of fragrance. In what the Verge calls an example of "Stop it tech, you're drunk," Apple accessory maker Twelve South is offering its "New Mac Candle," a soy wax product "hand poured in Charleston, SC" and boasting notes of "mint, peach, basil, lavender, mandarin, and sage"—which, taken in all together, apparently mimic the smell of a newly unpackaged MacBook or iMac. MacRumors says the candle usually retails for $24, though it's currently listed as being out of stock.

Twelve South co-founder Andrew Green explains to Adweek how he came up with the scent, first querying Mac users what they smelled when they opened up their new products' boxes, then working with another South Carolina company to reproduce that olfactory experience. Jeff Benjamin at seems excited about the candle, noting "there's just something about the smell that's so ridiculously pleasing to the senses" when one breaks out a new Apple product. But the Verge wonders where you'd put this fragrance generator, and if people would even want a "strategically placed Mac candle [making] your bathroom smell like an Apple Store." (Next to look forward to from Apple itself: a paper bag?)

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