Apple may have taken it's most historic step today since the Mac's launch in 1984. By moving part of its portable line to Intel processors Apple is ready to go one-on-one in the portable market and could gobble up a much larger piece of the corporate market.
Obviously that great for Apple, less obviously it's even better for the company's iBook and Powerbook lines, which have become profitable mainstay products. The use of intel processors and core logic in the iBook brand to pioneer Intel processors and core logic is crafty. Often overshadowed by the more expensive, but not necessarily more capable, PowerBook family, iBooks are the entry-level Apple portables you see at college campuses, coffee houses and small businesses nationwide. Intel's dual core logic-based portable processors give Apple an advantage with battery life and reduces the overall build cost of the iBook platform.
But if Apple is going to really compete against Sony, Lenovo, HP/CPQ and others it's going to need to take the equally important task of making the iBook less coostly when compared to products with similar configurations. Old time Apple marketers are quick to say that Apple's software is a big advantage over the competition. Perhaps they're right, now that Apple has a stable operating system, and a first-rate productivity bundle. But historically, one of the big disadvantages of Apple was the cost of personal productivity applications like Microsoft Office which (whether you like it or hate it) is the gold standard in corporate America.
When you think of Apple's brands you most often think of individuals and discretionary departmental, not corporate standard computing. Corporate standard computing has been defined by the Wintel architecture and MSOffice data compatibility. Apple now has the Intel processor as well as the data file compatibility parts.For the moment, this combination gives brands like iBook and as soon as their released with new Intel processors, PowerBook, a real key to the previously locked and barred door to the corporate market. And,that's outstanding for Apple's Computer Inc's brands.
Apple's operating system and personal productivity software is superlative. I can't remember the last time the iBook lodged over in the corner of my office desk bombed. Sadly, I can remember the last time Windows let me down. So Apple's operating system software has become a big component in branding. And, with Windows Vista on the horizon, that couldn't be better for Intel equipped Apple branded hardware.
So who were the winners in Apple's announcements this week: Apple brands, like iBook and other systems as well as iPod and most of all Intel. SO what I think will happen is this: If Apple aggressively markets it's Intel-equipped hardware companies like Lenovo, HP/CPQ are going to have to reach down, cinch up their track shoes and out compete on form factor, functionality and price. In turn, this will force Apple to bolster the feature set of entry-level and mid-range i-Books by making Bluetooth standard and competitively repricing its hardware . Can Apple do this?
You bet they can. This is the first time in decades I've seen positive proof that Apple's going to be around for a long time. When I use to think of Apple, the image that popped up in my mind was that of past-her-prime,lonely. Stevie Nicks singing "Go Your Own Way." After today's announcement when I think of Apple and its various Macintosh brands I visualize and hear a band like Derek and the Dominos playing "Layla", with each musician playing full chords in concert with one another. And, My Lord, for someone who's followed Apple since the mid-70's that's sweet music indeed.
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