Steven Jobs
February 1997 Issue, copyright
1997, Canada Computer Paper Inc.
Steven Jobs returns to Apple
Pundits offer two views
on the Apple/Next deal
By Patrick McKenna
CUPERTINO, Calif. (NB)-Apple Computer Inc. stunned the computer industry
in late December when it confirmed rumors about the return of Steven Jobs,
co-founder of the famous computer company. While most industry analysts
were off for the holidays, Newsbytes found comments from inside and outside
of Apple regarding Jobs' return, the acquisition of Next Software Inc.,
and how good or bad it is for Apple.
Industry analyst, David Coursey, issued a stinging response to Apple's hastily
convened pre-Christmas press conference. "Clearly, this [the deal]
was a desperation play on Apple's part," he stated. "I believe
the company is being positioned as an OS, technology, and tools provider
for Intel-based machines. If this is so, and if Apple can deliver, the industry
will be an interesting place in 1997."
Coursey was nearly condemning Jobs when he wrote, "You [addressing
Apple's chief executive officer Gilbert Amelio] hail Steve [Jobs] as some
sort of conquering hero. The impression on the street is he's the same guy
he's always been. Next seemed to be a perpetual also-ran whose Elvis moment
occurred nearly a decade ago. Steve doesn't really seem to know how to bring
anything to market-the further he is from a project the better it seems
to do. So, what big win is this?"
Continuing, Coursey added, "I still think of Next as an also-ran based
on yesterday's technology. Nothing in the last decade convinces me that
Steve knows anything that will help solve Apple's problems. The Next technology
may be helpful, however, for a company whose OS development seemed to have
blown up. If Apple can somehow use the 'Steve effect' to get people excited
enough to give them a second chance, keep Steve himself from making things
worse internally, and still deliver something interesting, then Gil's done
a good deal."
Peter Hartsook, the former publisher of The Hartsook Letter and now
an Apple executive, told Newsbytes, "This [the deal] is a wonderful
opportunity for Apple to move into getting advance code for the operating
system and new technologies. This is the kind of deal that has layers of
advantages for Apple. You can say it will have a major impact on the operating
system, but it also brings new marketing and sales channels to Apple. It
provides a new step into the enterprise."
Regarding Jobs' position at Apple, Hartsook said, "He brings a great
spirit to Apple. Amelio has had a lot to take care of since coming here
and Jobs brings to Apple an influence and viewpoint from outside of the
company. I think that viewpoint brings an important balance."
He continued, "Apple has traditionally been shy about getting its message
out to the public. Today, chief executive officers are out on the road getting
their messages about the Internet in front of the computer industry. Jobs
brings the ability to deliver the full Apple vision to the industry."
In a final note, Coursey claims the agreement is bad news for most existing
Apple customers. "Will the new Apple OS be able to run on existing
hardware? If so, which models? If not, does this obsolete all current Macs?
My bet is it won't run on many existing Power Macs and no 680X0-series machines.
Apple will do its best in this area and may even release something, but
why do I think the performance hit will be a problem? This is a key area
where Apple needs to build credibility immediately if it really can deliver."
Amelio has promised the new OS would provide backward-compatibility with
existing Macintosh applications and he promised to reveal more details in
his address at Macworld in San Francisco in early January.
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