Steve Jobs Plays a Most Dangerous Game
The Switch From IBM to Intel Processors
Why do so many computer ads have the Intel logo? No doubt because it is the best processor and this information helps move hardware off shelves.
According to projections, Apple will start introducing Intel-powered machines in June 2006 and in 2008 will complete the changeover.
Now that Apple has fired IBM and hired Intel to run its machinery, do we have a bonanza or a catastrophe?
This could be a marketing catastrophe.
When I got out of the Army in 1960, my first two jobs entailed doing publicity for book publishers. Lesson No. 1 is still etched in memory:
It's okay to spend money to create awareness about a new title in the book trade that will be selling it--bookstores, wholesalers, paperback printers, film and television producers, and the international market. But never spend a nickel to promote a title to the public until finished copies are on store shelves.
For example, a publisher would be a fool to send an author on tour with no books to sign.
With careful planning and coordination--plus a "publication date" that reviewers and bookstores for the most part adhere to--virtually no lag time exists between the press releases, publicity, reviews, ads, the author tour and the availability for purchase of a new title.
It is true that Steve Jobs' appearance in San Francisco was a "trade" affair, where 3,000 software developers had to be alerted that they had some serious work ahead of them to create new programs and modify others to be compatible with the Intel processors.
But it made nationwide news.
My bet is it filled the heads and hearts of Apple users with dread.
It certainly did me.
Steve Jobs Did not Think Like an Apple Customer
In the five months I spent preparing for this twice-a-week e-letter, it was obvious that I had to absorb vast amounts of news and information on a huge range of subjects. I went from a modem to broadband for Internet access, and upgraded the memory and speed of my Mac G4 so I could suck up to 12 to 15 newspapers and magazines a day online and create a massive file to draw on.