The Apple Dilemma
Could one imagine a world where Macs comprised 90, 50 or even 30% of all computers? Not really, and here are three reasons.
The first reason is structural: Apple has pursued a closed system strategy where software and hardware are tightly coupled and controlled. Whilst such a strategy brings tangible benefits it does have at least one massive disadvantage: it doesn’t scale. Alternatively, the Windows ecosystem is based around numerous partners, ISVs, VARs and resellers/suppliers all throughout the PC value chain. What’s more important is that Microsoft’s relationship with partners is fairly loose and brings with it the implicit freedom to innovate within and beyond the Windows software stack. Apple seems to be especially not interested in more hardware partners (a strategy that was tried and failed miserably under Spindler and Amelio), all the while it would like to buy out strategic partners (as rumoured of Adobe) or shut them down like with the case of Psystar (the now bankrupt OS X clone reseller).
The second reason is an offshoot of the first and it centers around Apple’s intentional disinterest in the enterprise (where partners do the heavy lifting in terms of value add in the PC ecosystem). This disinterest in the corporate customer is so acute that Apple eliminated its VP for enterprise sales and consortiums have sprung up to deal with the grassroots desire for Macs to find their place in the workplace. I had a customer recount a story where he phoned Apple so he could purchase 100 or so Macs for his company – not only did he not get special pricing or premier support, the operator told him to got to the Apple store just like everyone else. Apple just doesn’t care about suits, and there’s a good reason and that brings us to our last point.
Apple products have an aura of exclusivity and coolness about them- dare I say a touch of arrogance. If, for heaven’s sake the dorky PC guy in the Apple commercials actually started using a Mac what would happen then? Who would Mac users have to look down on? I once asked, shall I say a more fervent Mac devotee what I thought was a very simple albeit rhetorical question: “The Mac does some things better than a PC but is there maybe one thing, however insignificant, that a Windows machine does better than a Mac?” He couldn’t think of one.
And this is the crux of the dilemma. As the Mac reaches that previous 10% market peak it achieved two decades ago, Apple has to fundamentally adjust both its marketing message and its business approach in order to break through to the masses. There’s no evidence that Apple wants to do either.
