Slashdot Mirror
Steve Jobs And The Oh-So-Cool iMac
The truly successful technologies and technology companies are utilitarian and dull -- decidedly non-hip. You will never seen a Microsoft or AOL exec talking about how cool the their companies or products are, only how useful and easy to use. They don't really care how much heavy breathing they generate in the media or among excitable teenagers and college students. Those two companies have, in fact, dominated their environments by pointedly focusing on the non-technologically adventurous middle-class and busy business executives and workers and by presenting themselves not as cool but as reliable and accessible. And for this sin they get jeered at -- all the way to the bank. Their motives may be money, greed and power, but they understand what really drives technology in America and much of the world. Steve Jobs does not.
The tech media have served as enablers and co-dependents in Steve Jobs' sometimes-brilliant marketing impulses. Last week, the volatile Jobs projected himself onto the cover of Time magazine by unveiling the oh-so-cool new iMac, a computer as entertainment/culture center, a "hub for music, pictures and movies." It's elegant and affordable, says Time, and takes up little desk space, "but will millions of PC users get it?"
Probably not.
Gates understands something Jobs and media don't. When it comes to technology, it's middle-class consumers and their tastes, needs and expectations that determine success or failure. This is a hard lesson for many hackers and programmers too, who remain bewildered that superior systems like Linux aren't on every desktop. But the middle class, for years abused and exploited by the arrogant tech industry (just think of what poor Comcast subscribers have been going through for weeks now), wants easy of use, safety, utility. Just consider at the telephone, the automobile, or for that matter, Wal-Mart. Apple has demonstrated for years, and so, to some degree, has Linux. Harry and Martha in Dubuque decide which products will enter the mainstream and last, not college kids editing movies or downloading music and DVDs, or using firewire ports to fiddle with video clips.
Apple, perenially aspiring to coolness, has always been the favorite computer of the non-hacker hip and the creative. And of many people (like me) whose entry onto the Net and Web has been made easier for the first programming language that really made sense to non-techies. Jobs' colorful, well-designed, fun and entertainment-centered iMacs and Powerbooks have been getting fabulous press for years. His idea to fuse the desktop with pop culture is, in fact, a powerful one. But it's too soon. The middle-class isn't ready for that. Most Americans don't need the 1,000 songs the iPod can store, and would rather go to the megaplex than edit movies on their computers.
So Apple accounts for only 4.5 per cent of new personal computer sales, according to Gartner Dataquest.
That's probably because Jobs hasn't addressed the central problem facing computer makers: the public doesn't trust them. Burned by years of outrageously poor tech support, increasingly expensive software, and hardware that's almost instantly outdated, middle-class consumers aren't the least bit interested in the coolest new new thing. They want computing that works like TV does -- that's easy to use, takes little space, costs relatively little money and works every time you turn it on, year after year. The public is increasingly wise to tech scams like hardware that's obsolete every 18 months and software that doesn't even last that long. Computers -- even the jazzy new iMac -- are a long way from reliability, and are profoundly mistrusted. In fact, it was only a couple of years ago that the candy-colored iMacs were the next cool thing. Now they're about as hip as Windows 98.
If you're a teenager, Web designer, film editor or visual arts major, or even a loving Grandma, it's great that the iMac allows you to create your own DVDs, organize and edit digital pictures, play CDs or convert MP3's, turn home videotapes into high-quality edited films. What's less clear is whether or not the public -- especially that critical middle-class chunk of it -- wants to do those things on a computer, or is confident about its ability to use machinery that's still more complicated and problematic than its makers seem able to admit.
For nearly a generation now, from Jobs to the makers of instant replay TV machines, some of the best minds in the tech world -- usually the younger ones -- have been crippled and misled by the confusion between what's cool and what's going to be successful, between what's neat and what's necessary. The survivors of the Net's first generation -- brilliant plodders like Gates and Steve Case -- understand quite well that they aren't the same thing, and have, as a result, increasingly come to dominate the Net.
You can't deny that there is a place for form in the market as well. I'll grant you that function is tops, but you can't just throw out form as many would have you believe. Form (aesthetics) is equally as valuable as function and the state of mind of the person using the product has actual effect on the end result.
Make the user happy and make the machine functional and you'll never go wrong.
See Cringely's piece on how Jobs defines 'winning'. It's not how Katz defines it.
Best Slashdot Co
who cares about market share. The real question is, how do Apple's profit earnings compare to Microsoft and to Dell (need to compare both since Apple does OS and the box).
Also a good question to ask is, how does Apple's growth (in terms of profit percentage) compare to Dell and Microsoft?
If Apple has better growth/profit than Dell/Microsoft (D/M$), then 4.5% means good news - there's still 95.5% of the market that can potentially be consumed.
If Apple makes the same profit (in terms of bottom-line $$$) as Dell, but does it in only 4.5% market share as opposed to Dell's insanely huge 35% or whatever, then which is the stronger company?
Note, I havent looked up the numbers. I'm just suggesting that these are more interesting demographic/statistic metrics than merely repeating market share market share like a mantra. Market share isnt everything.
Don't blame me - I voted for Howard Dean. http://dean2004.blogspot.com
Yup ... that's higher than BMW's and Mercedes-Benz's market share Combined! And, I could be wrong, but I don't think than anyone is calling either of those cars endangered or that their existence is threatened.
...
Here is Apple's retail manifesto:
Apple currently has around 5 percent market share in personal computers. This means that out of one hundred computer users, five of them use Macs. While that may not sound like a lot, it is actually higher than both BMW's and Mercedes-Benz's share of the automotive market. And it equals 25 million customers around the world using Macs.
But that's not enough for us. We want to convince those other 95 people that Macintosh offers a much simpler, richer, and more human-central computing experience. And we believe that the best way to do this is to open Apple stores right in their neighborhoods. Stores that let people experience firsthand what it's like to make a movie right on a Mac. Or burn a CD with their favorite music. Or take pictures with a digital camera and publish them on their personal website. Or select from over 300 software titles, including some of the best educational titles for kids. Or talk to a Macintosh 'genius' at our Genius Bar. Or watch a demonstration of Mac OS X, our revolutionary operating system, on our theater's giant 10-foot diagonal screen.
Because if only 5 of those remaining 95 people switch to Macs, we'll double our market share and, more importantly, earn the chance to delight another 25 million customers. Here we go
Shop different.
---
"Don't anthropomorphize computers. They hate that."
'Coolness' is not and was not the perennial Apple motto. Not even under Steve Jobs. Witness the Apple I through the III. All were utilitarian machines. The first were geek hardware without the geek price. And having a wooden case was not 'cool'; it was being cheap.
1984, enter the Mac. What was the motto? Anyone? Yes, it was "The Computer for the Rest of Us". The machine for everyman. Its aim was usability and simplicity. And it was. For a long time, the 128k Mac typified computing for the average slob. Not until 11 years later did M$ come close to this.
Steve Jobs did not find the mantra of coolness until returned from the wasteland of NeXT. The idea that a Mac was cool did not develop until the iMac. And it is what has succeeded.
I think that Jobs has matured, rather than devolved. He realizes that people won't buy insanely great things. Not en masse. But as long as 4-8% of people do, the company will be okay.
In 1993, people didn't buy usability. They don't in 2002. What people buy is familiarity and cheapness. And at that, M$ wins.
Jesus was all right but his disciples were thick and ordinary. -John Lennon
Standardized up the wazoo, gives pretty good service, aimed squarely at middle-class consumers that want value and reliability at not too high of a price.
Extremely standardized (to the lowest level), very cheap... aimed at consumers who want/need the product (be it food, cars, computers) at the least cost. Products aren't as reliable and may produce breakdowns as a side effect (gastric or mechanical). Product as a commodity.
Not bad products, aimed at their target segments (companies that need lots of them) mostly for price and cost of ownership (although in Compaq's case, that's debatable).
Aimed at upscale, upper-middle and upper class image-conscious consumers who usually don't know too much about the product they're buying. Product hallmarks are that it looks cool, nobody will look down on you for buying their products (except the next segment), they're usually overpriced, it looks cool, and they have good reliability, service, and ease of use. Did I mention it looks cool? Underneath the appearance, they have pretty standard, very good quality components.
Products that are usually upgraded from stock products by people with a high knowledge of what they're doing with it. In Mom's case, she goes to the grocery store and cooks some damn fine pasta from ingredients she gets there. Sometimes she orders ingredients from specialized stores. In the computer geek's case, they take a stock computer (or build one themselves) and replace and upgrade the parts they choose. And we all have a car geek friend who can tell the 20 different modifications to a '69 Mustang just by listening when someone revs it up. (Sometimes we are that person.)
And how can you summarize another long-winded Katz article and lots and lots of posts?
To each company their own market segment. Business 101.
Light a fire for a man and he'll be warm for a day. Light a man on fire and he'll be warm for the rest of his life.
Don't forget Microsoft Office is available for the Mac, so although the experience is different the tools are available. On the analogy: I should also say that while BMW and Mercedes are driven like any other car, the experience is very much different and the spare parts are usually specific to those makes.
Jumpstart the tartan drive.
In a brief piece on the BBC web site, Donald Norman offers this opinion of Apple and the new iMac:
Apple is the best company in the world to make this because Apple understands consumers, understands design and understands computers.
Steve M
Sorry Katz, but in the world of technology the concept of better product = success is bunk. It's all about market penetration and monopoly power. It makes very little difference if Mac OS X is better than Windows XP because 95% of the market already uses XP and I'm willing to bet that most of those folks have never even used a non-Microsoft OS. It's hard to compete when you can't even step on the field.
I have a perfect, highly unscientific example of this. I teach an introduction to Macintosh course in the art department of a local college. This course is a prerequisite to all the other design courses in the curriculum since all the classes are Mac-based. On average, less than 5% of my students have ever used a non-Microsoft OS and, in fact, most of these students thought "Windows" and "Computer" were synonymous -they were unaware you could even have one without the other.
Despite this demographic skew, at the conclusion of the course around 90% of my students stated that they were planning to switch from Windows to Macintosh. Now the question is, were the students switching because they liked the Mac better or because everyone in the art department used Macs? Part two of the question? Does it matter?
Marketshare = success. Plain and simple.
DigiSquid Design.
i think i was writing more cogent arguments when i was in highschool. at the very least i wasn't painting myself into a corner with my own stupidity.
jon katz writes:
"Burned by years of outrageously poor tech support, increasingly expensive software, and hardware that's almost instantly outdated, middle-class consumers aren't the least bit interested in the coolest new new thing. They want computing that works like TV does -- that's easy to use, takes little space, costs relatively little money and works every time you turn it on, year after year. The public is increasingly wise to tech scams like hardware that's obsolete every 18 months and software that doesn't even last that long."
how does this make sense in his greater argument? apple seems to be the only manufacturer and large os retailer that is doing anything about these issues. so is apple addressing these concerns and is thus losing the battle? or are they not but others are? or nobody is?
point by point commentary (slashdot take-down style)
"Burned by years of outrageously poor tech support...
apple has excellent tech support and wins accolades both over the phone and at the apple store. what makes it even better is that their products are easier to provide tech support for.
increasingly expensive software and hardware,
final cut pro has certainly lowered the cost of professional-level video editing by about $50 000. and the iapps are the best consumer applications of their type on the market, all free. apple hardware has not risen in price, it has fallen. the imac configuration last year offered a slower processor for $4500. this year it sells for $1800. impressive.
that's almost instantly outdated,
apple hardware retains its value in resale better than anyone else and remains in service longer. in fact, one of apple's problems has been that their hardware (and software) last too long. users don;t want to upgrade because their machine is doing for them.
middle-class consumers aren't the least bit interested in the coolest new new thing.
six million imac owners and 150 000 ipod owners say otherwise.
They want computing that works like TV does -- that's easy to use, takes little space, costs relatively little money and works every time you turn it on, year after year.
the mac works more like a tv than anyone else's box, more reliably. (i will remind jon that the whole reason we are using computers instead of watching tv is because computers are more complex and challenge us in ways that tv cannot (the info flows two ways here), and that there will be trade-offs in ease of use.) if the tv could do it, why isn't it? if someone is doing this better than apple, why aren't they?
anyway, my point, jon, is that you can't have it both ways. either apple is going in the right direction and you've defeated your own argument or they aren't and you just aren't paying attention. or everybody is going in the wrong direction which doesn't make for much of an argument.
either way you lose. what makes you lose even harder is that you walked into it.
maybe apple's market position has to do with other factors you haven't cared to comment upon?
maybe.