Why Mac Page Four

Why Mac?: 4 of 11

More Computer History

The "Personal" Business Computer: With IBM's stranglehold on business mainframes, it's no surprise that the office computer experts snapped up the new IBM PCs. And, when the clones came along, they were purchased just as quickly. After all, what could be better than an exact duplicate of the IBM PC that cost a little less?

Then, in 1984, Apple introduced the Macintosh.

Promoted as "the computer for the rest of us" (who weren't computer geeks) the Macintosh introduced some innovative new ideas, including the mouse, networking, laser printing and, most important of all, the Graphical User Interface.

All were the result of a failed attempt by the Xerox Corporation to make an entry into the personal computer field. At the time, Xerox had the most talented engineers in the world working at their Palo Alto Research Center (PARC). These engineers developed hundreds of brilliant new ideas. But they couldn't sell them. (Remember, the RIGHT perception in the minds of consumers was that Xerox made photocopiers. What does a copier company know about building computers?)

Because their systems weren't selling, Xerox invested a large sum of money in Apple, and invited Apple's staff over to PARC to see what the brilliant Xerox engineers had invented. Many of the ideas were so exciting that Apple immediately decided to integrate them into their new Macintosh product line.

But even brilliant new ideas and superior engineering made no difference to the business computer managers. They had already been responsible for allocating millions of dollars to purchase PCs and clones for their offices. How would it look if they now embraced these new little Macs as a superior product. (They would have to admit they were WRONG.)

However, computer managers loved the Mac's new GUI and quickly pressured Microsoft to duplicate it. To the credit of their PR team, Microsoft immediately announced that it already had its very own GUI operating system, and that it would be ready to ship "within six months." This promise convinced many people who were considering Macs to wait for Microsoft's new Operating System. (Windows v1.0 began shipping nearly THREE YEARS after it was "announced.")

Fast Forward to Today: Since the 1980's, not much has really changed in the computing industry. Over the years, both Apple and the Wintel alliance have introduced exciting new technologies, faster processors, and more advanced operating systems. There have been a few law suits, some name-calling, and even some questionable business practices. (The current US Department of Justice investigation of Microsoft is just one example.)

But through it all, perceptions haven't changed. Most people still firmly believe that PCs (they no longer call them clones) are the RIGHT choice for business, and that Macintosh computers are RIGHT for Publishing and Education. (Remember, Perceptive Ignorance doesn't care about "better." It only cares about "right")

What about home computers? You might think that the easy-to-use Mac systems would be perceived as the RIGHT choice for home computers, too. But that isn't exactly how it worked out.

Perceptive Ignorance ruled once again. Since most of us don't know much about how computers operate, we tend to trust those who have more knowledge than ourselves. Our perception? "If the computer geeks at work have chosen PCs, they must have come to that conclusion using their superior knowledge and experience. Far be it from me to question their judgment. Besides, Wintel PCs outsell other computers, so I'll always be in the majority. Therefore, the PC is the RIGHT home computer for me!"

Meanwhile, Apple's market share has slowly eroded to a reported 5% of all computers in use. (That's 22 million machines worldwide.) The news media is constantly filled with stories about Apple's alleged "problems." And Microsoft Chairman Bill Gates is the richest man in the world. All of these factors have convinced many people that Macintosh is the WRONG choice.

Through it all, Perceptive Ignorance has caused people to ignore the facts. We hope the following pages will help change that.

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Copyright 1998, 5-Minute Mac Consulting, Wampum, Pennsylvania, USA

Why Mac?: 4 of 11
More Computer History The "Personal" Business Computer: With IBM's stranglehold on business mainframes, it's no surprise that the office computer experts snapped up the new IBM PCs. And, when the clones came along, they were purchased just as quickly. After all, what could be better than an exact duplicate of the IBM PC that cost a little less? Then, in 1984, Apple introduced the Macintosh. Promoted as "the computer for the rest of us" (who weren't computer geeks) the Macintosh introduced some innovative new ideas, including the mouse, networking, laser printing and, most important of all, the Graphical User Interface. All were the result of a failed attempt by the Xerox Corporation to make an entry into the personal computer field. At the time, Xerox had the most talented engineers in the world working at their Palo Alto Research Center (PARC). These engineers developed hundreds of brilliant new ideas. But they couldn't sell them. (Remember, the RIGHT perception in the minds of consumers was that Xerox made photocopiers. What does a copier company know about building computers?) Because their systems weren't selling, Xerox invested a large sum of money in Apple, and invited Apple's staff over to PARC to see what the brilliant Xerox engineers had invented. Many of the ideas were so exciting that Apple immediately decided to integrate them into their new Macintosh product line. But even brilliant new ideas and superior engineering made no difference to the business computer managers. They had already been responsible for allocating millions of dollars to purchase PCs and clones for their offices. How would it look if they now embraced these new little Macs as a superior product. (They would have to admit they were WRONG.) However, computer managers loved the Mac's new GUI and quickly pressured Microsoft to duplicate it. To the credit of their PR team, Microsoft immediately announced that it already had its very own GUI operating system, and that it would be ready to ship "within six months." This promise convinced many people who were considering Macs to wait for Microsoft's new Operating System. (Windows v1.0 began shipping nearly THREE YEARS after it was "announced.") Fast Forward to Today: Since the 1980's, not much has really changed in the computing industry. Over the years, both Apple and the Wintel alliance have introduced exciting new technologies, faster processors, and more advanced operating systems. There have been a few law suits, some name-calling, and even some questionable business practices. (The current US Department of Justice investigation of Microsoft is just one example.) But through it all, perceptions haven't changed. Most people still firmly believe that PCs (they no longer call them clones) are the RIGHT choice for business, and that Macintosh computers are RIGHT for Publishing and Education. (Remember, Perceptive Ignorance doesn't care about "better." It only cares about "right") What about home computers? You might think that the easy-to-use Mac systems would be perceived as the RIGHT choice for home computers, too. But that isn't exactly how it worked out. Perceptive Ignorance ruled once again. Since most of us don't know much about how computers operate, we tend to trust those who have more knowledge than ourselves. Our perception? "If the computer geeks at work have chosen PCs, they must have come to that conclusion using their superior knowledge and experience. Far be it from me to question their judgment. Besides, Wintel PCs outsell other computers, so I'll always be in the majority. Therefore, the PC is the RIGHT home computer for me!" Meanwhile, Apple's market share has slowly eroded to a reported 5% of all computers in use. (That's 22 million machines worldwide.) The news media is constantly filled with stories about Apple's alleged "problems." And Microsoft Chairman Bill Gates is the richest man in the world. All of these factors have convinced many people that Macintosh is the WRONG choice. Through it all, Perceptive Ignorance has caused people to ignore the facts. We hope the following pages will help change that.
BACK		NEXT

HOME . SERVICES . HELP DESK . RESOURCES . WHY MAC . CREDENTIALS
Copyright 1998, 5-Minute Mac Consulting, Wampum, Pennsylvania, USA