Fernando, I am one of those shareholders who is patiently waiting for Amelio's plan to be executed. Now that some of the new products have shipped, I can't wait to see the rest of the lineup coming out over the next few months. Their biggest enemy right now is public perception. The one area I agree with the majority of critics is in Apple's lackluster marketing. For example, the 300Mhz 603e-based 6500 just announced is significantly faster than a 200Mhz Pentium at a lower price, but the press release didn't even mention this, nor that it is almost as fast as their former top-performer, the 9500/200. Perhaps they're worried about scuttling sales of the 604e systems?
The 604e line is also ramping up to 250 and 300MHz and systems with these chips are due out soon. They will blow the doors off the Pentium Pros. Apple needs to counter the public's perception that they are falling behind and capitalize on their faster PowerPC systems at lower prices.
Their commercials look like conservative Sears spots. They need to grab the public's attention. Something like this: Two computer nerds are excitedly playing an auto racing game on a Wintel clone after the close of business in a large, dim office setting with rows and rows of identical desks and computers. One says "This new chip is great!" "Yeah, it's really fast!" The computer starts to vibrate and the racing sound FX get louder. Suddenly, we realize it's not coming from their game. With the sound of screeching tires, wind FX, engine racing, and papers flying all over, something blasts past them up the aisle, unseen, but obviously leaving everything behind in the dust. There are tire skid marks burned and smoking in the carpet. They look at each other, puzzled, glasses and hair askew. "What was that?!" Dip to black, the Apple logo fades up.
Come on, Apple, be outrageous. Be silly. Big Business isn't going to take you seriously anyway. Emphasize the fun, the creative and above all, the power.
D. Kuspa |
