apple computer surrenders 18 of december, 1996 by johnmichael patrick monty monteith

If you are the last to hear the latest rumor going around, then this might come as a shock to you. I know many still will not believe me, but all of the information in here is real rumors (whatever that means.) Here is a little recommendation if you are a Macintosh user: take a seat.

Apple Computer is considering building a new type of Macintosh. No shock there, true. The current Mac line is sagging quick. But, the shocker is that it might be running a Microsoft operating system. Eventually they may even abandon the current Mac OS entirely. Dumping the Macintosh for the clone market they have tried to fight for a decade. Yes, the Mac might turn out to be just another Microsoft clone. Hard to believe? Don’t want to believe? If you want Apple to survive, you probably should be hoping this rumor turns out to be truth. If, however, you were longing to see the death of the little old Mac, this might be Apple’s way to finally prove you wrong.

According to my sources in Cupertino, Apple has been designing a plug-in for Windows NT users to run current Macintosh software. Originally this project was hidden under the guise of being a testing ground for new Macintosh Power PC servers running Windows NT. Apparently Amelio, the CEO of Apple, is a little more forward thinking than the Apple press. He is considering the option of opening up a new Macintosh line that is out of the box compatible mainly with Windows software (oh, yes, and it just happens to be able to emulate Mac compatibility, too.) This new line of Macintosh would be marketed to the clone crowd. It would be a Windows machine with a Power PC processor or perhaps even a (gasp!) Intel processor, and all of the Macintosh ergonomics that many Apple customers have come to expect. Basically, this will be a direct challenge to the current line of Compaq computers (which have that touchy-feely, warm and fuzzy Mac marketing and design feel to them).

Do not get me wrong. Apple Computer is not going to come straight out and admit that they are switching sides in a losing battle. They are going to take a gradual and inconspicuous approach to the problem. By releasing Power PC machines that are both Windows and Mac compatible (albeit, still a Windows OS when it comes right down to it), they are neither admitting that they lost the battle, nor are they losing their current customer base. A few of the wise Mac owners will see through this. There might even be a Mac columnist (maybe two) that realize that Apple is switching sides. But, overall, it looks like Apple is going to exit stage right with as few people knowing as possible.

But, ultimately, the consumer has only to gain in this situation. If there is one thing that Apple has been unable to design lately it has been a decent operating system. By abandoning the fleeting OS dreams and moving to designing one of the few things they still can do well (hardware), they might end up being a (the?) major player in the clone wars.

Think about it. Apple may be terrible at marketing, but selling clones doesn’t require marketing skill. Apple can not make a stable operating system to save their life, but the clone market already has the OS of choice in place. Apple can not convince home computer shoppers that their Macintosh line will be around two Christmas’s from now, but if it is truly "IBM Compatible" nobody will care.

Among Apple’s advantages include a warm and fuzzy company that people feel good about giving their money to. Apple has been able to design rather avant-garde looking computer boxes that capture PC buyers attention and imagination. And, who knows, if Apple can convince people to buy their Mac PC clones, that might even convince people to buy the old Mac OS line of computers. Who knows. Maybe this will be the move that turns Apple into a major player again. And all it took was a little pride swallowing that nobody will notice anyway.

On the other hand, this idea makes so much sense, and has such an opportunity to do good things for that little California computer giant, that they are certain to botch this up somewhere along the line. But, if Mac owners are smart, they will pray that Apple decides the PC clone market is their market, too.

One fly in this ointment is that darn "Be OS". The folks at BeBox have already thought of this wonderful idea, and are two steps ahead (big surprise there, huh?). The BeBox is neither compatible with MacOS or Windows, but software for both will be operational through emulators at some point down the road. Rumor has it that the Windows emulation may even arrive first. So, the BeBox may end up being the same idea, except without the Microsoft OS. Unfortunately, without the Microsoft name embroidered on the machine, it is unlikely that it will have the effect a Macintosh running Windows NT or hybrid 97 might. Not to mention the current BeBox marketing has been Macintosh-focused only. In order to become a big fish, you have to swim in the big pond. That means the WinTel market. And Apple is the only company that has the marketing muscle to grow into that big fish.

Fish analogies aside; if Apple is to become one of the major computing forces in the world again, it would take a bold move like this one. It would take making the big choices and smart moves Amelio has been professing. It would take Apple realizing their operating system is a terrible mess, abandoning it, and moving to compatibility with the other ninety percent of the world. If you were considering a purchase of Apple stock, now might really be the time. All it takes is a little humility, and a lot of brains to admit that their current OS direction only leads to more red tape.