A Mac user has launched the notMac Challenge campaign to get Apple to improve its .Mac service – or to convince another developer to come up with a better non-Apple service.

"Since Apple started charging for .Mac, I’ve spent $495 on membership. That seems kind of steep since all the .Mac features I use most could be accessed using my own server. Much of the required code already exists but requires a very high degree of technical proficiency to execute," explains campaigner 'Kent'.

It's a competition that aims to encourage developers to make tools for creating a .Mac substitute accessible to the vast majority of Mac users who are uncomfortable using Terminal and running Perl. 

"Other Mac users interested in a free alternative to .Mac are invited to contribute to the prize pool, and as an additional incentive, I’ll match the first $10,000," Kent explains.