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My recent articles have focused on the need for Apple to somehow
convince consumers that they are playing in the personal
entertainment realm as well as the computer business.
There are several problems with Apple's current strategy. For
those who haven't been tuning in regularly, the main one is that a
computer, in the average consumer's mind, is not designed and not
used for personal entertainment. It's a productivity machine first
and foremost. Dedicated entertainment centers are designed to handle
the entertaining.
One of the main hurdles Apple must overcome is to create a machine
that looks like it belongs in the living room, not the office. It
must be compact, attractive, and blend nicely with the furniture.
Of course, most recent Apple machines fit the bill in this regard.
However, a reader (Rick), pointed out that one computer is
perfect for a digital hub.
The Cube would be a perfect
machine for the living room. Compact, attractive, and neutral in
color, it would
fit just fine alongside the stereo or TV. Of course, black would be
better suited to the home entertainment environment, but I imagine it
would be easy enough to create a graphite Cube.
Apple may be sitting on a good idea and not even know it. With the
Cube, they can save millions in product design and leverage their
existing technologies. It's likely that a graphite Cube without a
monitor would really appeal to the average consumer.
Of course, the computer aficionados would automatically howl that
it's a just a Cube with a new name, but that's beside the point.
Repackaging an existing product and slapping a new name on it is not
a new tactic.
Bringing back a revamped Cube would do several things for
Apple.
It would give them a chance to recoup their loss on the original
Cube. Design hours, training for production, advertising, and much
more could be revived and repurposed for a new Cube.
It would help Apple save face. The Cube was a failure and was
killed for a very good reason. Reviving it in a more suitable
environment would give it a second shot as well as muzzling the "I
told you so" crowd.
It would establish Apple as a serious player in the digital hub
arena. A dedicated box that far outstrips the competition in
connectivity, power, and appeal would go a long way in what is
becoming a more crowded market.
As always, there would be some drawbacks.
The Cube wouldn't need all the power it was originally endowed
with. If it was, computer geeks would have it reverse engineered and
would be snapping up $600 Macs.
The margins wouldn't be as high. Apple would be making less per
machine than the original Cube. Not really a big deal if they move a
lot of them.
Of course, re-releasing the Cube before the market is ready for
the digital hub revolution would relegate the Cube to the computer
dustbin again. Best to leave it on the shelf until its time really
comes.
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.
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fit just fine alongside the stereo or TV. Of course, black would be
better suited to the home entertainment environment, but I imagine it
would be easy enough to create a graphite Cube.
