A Dramatically Different Reputation

By David Morgenstern  |  Posted 2006-04-06 Print this article Print

Another problem Apple faced a decade ago with purchasing managers was its reputation. I pulled a copy of MacWEEK from exactly 10 years ago this week, the week of April 3, and found that its cover revealed the problems perfectly.
The lead story was how Apple had lost $700 million in the second quarter and 2,000 layoffs or more were on the way. Half of the loss was from inventory write-downs.
The other top story was how cloners were taking the small numbers of fast chips and making Apple look slow to market with higher-performance systems. A third cover story told a tale of how 30,000 Mac users at Northern Telecom would be transitioned out of the Mac to Windows 95 machines. The CIO of the company required all managers to make a business case for continued use of the Mac. Is the real lesson of Apples Boot Camp that its time to free applications from the operating system? Read more here. Yet another cover story reported on secret meetings with developers at Apple to quash rumors that Apple would stop making entry-level models for the education and home markets. What a turnaround we see 10 years later. The reputation problem looks mostly licked. The company has $4 billion in cash and is riding high on sales of consumer audio players and iMacs. It has a growing list of developers. Now, with Boot Camp Assistant, Apple may begin to find wider acceptance in the purchasing departments of government, education and maybe even midsized business segments. As a Mac, and as a PC. David Morgenstern, senior news editor, brings to Ziff Davis Internet a long and varied career in the computer industry. Known for his coverage of microprocessor-based and high-performance storage, this award-winning editor has directed publications in the professional content creation and digital asset management areas. As a marketing manager, hes worked for monitor and digital video startups. Some may remember him "in the days" as the editor of Ziff Davis MacWEEK. He can be reached at david_morgenstern@ziffdavis.com. Check out eWEEK.coms for the latest news in desktop and notebook computing.

David Morgenstern is Executive Editor/Special Projects of eWEEK. Previously, he served as the news editor of Ziff Davis Internet and editor for Ziff Davis' Storage Supersite.

In 'the days,' he was an award-winning editor with the heralded MacWEEK newsweekly as well as eMediaweekly, a trade publication for managers of professional digital content creation.

David has also worked on the vendor side of the industry, including companies offering professional displays and color-calibration technology, and Internet video.

He can be reached here.


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