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Apple's Biggest Challenge:
Overcoming Stereotypes- Stephen Van
Esch
2001.02.21
Several articles have recently touted the fact that Apple
wants to compete directly with Sony in the digital appliance
market. This is all well and good. Moving beyond the "computer"
market and into new spaces that service Jobs' "digital lifestyle" is
a good idea - a good idea that will face an uphill battle, I
suspect. Currently most people categorize the things they see around them.
For example, a person knocks on your door and tells you that they're
on a scavenger hunt. The last item on the list is a 7-foot piece of
wood. The person is very rich and will pay you $10,000 so that they
can get every item on the list. Unfortunately, you don't keep wood of
that exact size in your basement so you have to turn the person away
and lose out on $10,000. This is a prime example of missing the forest for the trees. Of
course you have a 7-foot piece of wood. It's right in front of you:
your door. Your door has been categorized as a door in your brain. It's a
door, not wood. This same problem applies to Apple's movement into
the digital appliance market. Currently, computers are workhorses
that people use to assemble documents, surf the web, and exchange
email. Apple must aggressively promote the Mac as more than this. One excellent example of this is in the area of digital music. A
friend of mine has several hundred MP3s. He's interested in playing
these MP3s on his stereo. After a lot of hemming and hawing with his
friends over the best method to do this, he decided to convert all of
his MP3s to a format that his stereo could understand and burned
everything onto CDs. Anything wrong with this? Yes, there is. It's cumbersome, it's
time consuming, and it's not particularly flexible. Why not just hook
your stereo to your computer and run everything from there? Response
from my friend: "You can do that?" People don't think of the computer as the center of the digital
household. Currently what they see is a computer and myriad of other
objects that are not connected in any way. All the objects are
categorized. The stereo plays music, the TV displays images, and the
computers accesses the Internet. What Jobs must do is to convince the population that the computer
plays music, displays images, accesses the Internet in addition to a
thousand other things. Apple is slowly moving toward my ideal living room setup. I've
wanted to use my Mac as a central unit for awhile. I'd like to have
my Mac display DVDs on my TV (so I don't have to buy a DVD player),
hook up to my stereo so that I don't have to switch CDs, as well as
do all of the other things I currently use the machine for. If I can
do all of this wirelessly, so much the better. While I can see the computer being the center of it all, I'm sure
that there are thousands of others who think that the computer is
just another box among many. If Apple can convince people otherwise, they will definitely be in
for some good times. If they can convince people that a Mac is the
best way to do all of this, buy your Apple stock now. Unfortunately, changing human behavior is not the easiest thing to
do. Apple will definitely face an uphill struggle.
- <back to the
original article>
Stephen Van
Esch is the founder and president of
the
E-learning Foundry, an online training
resource for Mac users. Steve loves the Mac and is doubly bilingual,
since he's also fluent in Windows and French. Recently on Mac Scope- Connecting with the broader Macintosh community, 04.06.
"But beyond the very minor celebrity status that came with being published on Low End Mac, it gave me a real opportunity to participate in the Mac community."
- Hardware failure, that rare Mac headache, 07.09.
Macs are usually pretty reliable, but a hardware failure after just two-and-a-half years is still disappointing.
- Still waiting for iTunes Music Store Canada, sort of, 06.23.
While the pay-per-tune model makes sense, Apple's post-purchase copy management flies in the face of Canadian copyright law.
- PearPC's slow Mac emulation - What's the point?, 05.26.
"For all those Windows folks who are gussying up Windows to look like OS X and getting excited over PearPC, please just buy a Mac."
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Mac Scope articles copyright © 2000-04, 2007 by Stephen Van
Esch. �
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