Apple Marketing Letters, Page

By Matthew Rothenberg  |  Posted 2002-06-17 Print this article Print

2"> Apple Marketing Letters, Page 2

After viewing the "Real People" commercials as QuickTime movies, all I can say is, "Where was this in-your-face approach in 1984?"
I bought the original Mac 128 as soon as it was available. At the time, I was studying the SmallTalk language. The Macintosh embodied everything that was great about object-oriented architecture.
Now that I own 14 Macintoshes for my personal use, including Mac OS X on a new Titanium [PowerBook], I have never regretted making that initial purchase. I have written code for mainframes, minicomputers, micros, fault-tolerant servers, parallel processors, PDAs, and smart-chip cards using MVS, multiple flavors of Unix and Windows. Only on a Mac do I spend all of my time developing instead of debugging. It is about time that the simple fact is brought to the front. Gurus and neophytes alike hate the problems associated with Windows. RJ Cummings

Xserves mission is less to deliver cutting-edge hardware than it is a counter to Microsoft in terms of server licensing. With no per-seat software licenses and no onerous schemes like the Software Assurance Program (a shakedown by any standard), Xserve offers superior value to a comparable W2K server, as well as roughly equivalent bang-for-the-buck in hardware performance and manageability. I dont doubt that there will be some nibbling away from other Linux/Unix vendors at the low-to-medium end, but Suns products are designed and priced for a completely different market, and there is also a completely unique set of software for Solaris as well—these things dont run Office and Photoshop. Apple is going after education and Big Science first and foremost; when Oracle releases that native version of 9i, and a few more key enterprise players line up behind it, then well see. (That being said, I wonder why theres no implementation of J2EE on OS X?) There will always be IT buyers who insist on Big Honkin RISC Boxes with Ultra160 SCSI RAID, and migrating from an all-Solaris setup might be simple but not trivial. The trigger will be when key Solaris apps move to OS X en masse and Apple expands the Xserve line with its RAID offering and a series of Xserves to fill other market niches (quad-processor, more than 2GB RAM, onboard UltraSCSI RAID et al.) A 42-high stack of Xserves might say "teraflop supercomputer" to some, but until Apple markets it as such—with a free rack, Gigabit Ethernet switch and clustering software, for example—Id say Suns high-end market is secure. As for Apples new ad campaign, I think I echo a lot of readers when I say "About frickin time!" Now they need to back up this campaign with a series of interviews of people like [analyst] Tim Bajarin and some Forrester Research/Gartner Group types, quoting from their studies about how the Mac increases ROI—quoting some hard numbers, and specific examples of ease of use, much like that old "75 Reasons" document Apple had in the old days. ... AJ Kandy
Design Coordinator
Marketing Department
Interstar Technologies Inc.

Online News Editor
Matthew has been associated with Ziff Davis' news efforts for more than a decade, including an eight-year run with the print and online versions of MacWEEK. He also helped run the news and opinion operations at ZDNet and CNet. Matthew holds a B.A. from the University of California, San Diego.


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