1 00:00:04,160 --> 00:00:07,160 Speaker 1: Get in text with technology with tech Stuff from how 2 00:00:07,240 --> 00:00:13,680 Speaker 1: stuff Works dot com. Hey there, and welcome to tech Stuff. 3 00:00:13,720 --> 00:00:16,400 Speaker 1: I'm your host, Jonathan Strickland. I'm an executive producer with 4 00:00:16,400 --> 00:00:18,800 Speaker 1: How Stuff Works and I love all things tech. And 5 00:00:18,840 --> 00:00:23,040 Speaker 1: we're going to continue our discussion about how Apple survived 6 00:00:23,040 --> 00:00:26,040 Speaker 1: the PC Wars. So if you haven't heard part one, 7 00:00:26,360 --> 00:00:29,280 Speaker 1: that was last week's or the last episode rather, you 8 00:00:29,280 --> 00:00:31,520 Speaker 1: should go and listen to that. The episode before that 9 00:00:31,640 --> 00:00:35,800 Speaker 1: was all about obscure or semi obscure computers that time 10 00:00:35,840 --> 00:00:38,639 Speaker 1: has forgotten, So computers that came out in the seventies 11 00:00:38,640 --> 00:00:41,680 Speaker 1: and eighties that did not stand the test of time. 12 00:00:42,240 --> 00:00:44,040 Speaker 1: So these are all sort of part of kind of 13 00:00:44,040 --> 00:00:48,519 Speaker 1: a series about computers and why the computer landscape is 14 00:00:48,560 --> 00:00:51,360 Speaker 1: the way it is today. Why don't we have a 15 00:00:51,440 --> 00:00:55,040 Speaker 1: Commodore sixty four, a really you know, would be like 16 00:00:55,080 --> 00:00:57,920 Speaker 1: a Commodore like two thousand forty eight or something at 17 00:00:57,920 --> 00:01:01,720 Speaker 1: this point. Why don't we have that? Instead? We've got 18 00:01:01,760 --> 00:01:06,840 Speaker 1: these various Windows based machines and Macintosh machines or mac machines. 19 00:01:07,120 --> 00:01:09,640 Speaker 1: Why is that? So we're looking at the Apple side 20 00:01:09,640 --> 00:01:13,520 Speaker 1: of that story and continuing that story today. Uh. In 21 00:01:13,560 --> 00:01:15,560 Speaker 1: the last episode, I talked about the early history of 22 00:01:15,560 --> 00:01:18,080 Speaker 1: Apple computers and how the company hit a home run 23 00:01:18,120 --> 00:01:20,760 Speaker 1: with the Apple two platform, but then found itself on 24 00:01:20,840 --> 00:01:25,000 Speaker 1: shaky ground. When Apple launched the Macintosh in night four, 25 00:01:25,120 --> 00:01:28,199 Speaker 1: the company was still depending upon revenue generated by Apple 26 00:01:28,240 --> 00:01:30,800 Speaker 1: two sales, mostly in the form of the Apple to 27 00:01:31,120 --> 00:01:34,600 Speaker 1: E computer. The platform had the benefit of a large 28 00:01:34,640 --> 00:01:37,920 Speaker 1: library of programs. A lot of developers had made software 29 00:01:37,920 --> 00:01:41,320 Speaker 1: for the Apple too, and the computers were dependent upon 30 00:01:41,400 --> 00:01:44,800 Speaker 1: processors that have been manufactured in the late nineteen seventies, 31 00:01:44,840 --> 00:01:49,800 Speaker 1: which raised some eyebrows because now you had this increasingly 32 00:01:49,880 --> 00:01:53,720 Speaker 1: old platform, had a good library of software, but couldn't 33 00:01:53,720 --> 00:01:57,640 Speaker 1: remain relevant. At the time, the software rarely required more 34 00:01:57,720 --> 00:02:01,720 Speaker 1: resources than the Apple two could provide, so they hadn't 35 00:02:01,800 --> 00:02:05,640 Speaker 1: quite hit a a true stopping point yet. There there 36 00:02:05,680 --> 00:02:08,520 Speaker 1: were some concessions being made by software developers to make 37 00:02:08,560 --> 00:02:11,400 Speaker 1: sure that their programs could run on Apple two properly, 38 00:02:12,000 --> 00:02:17,080 Speaker 1: but it was good enough. It didn't push the the 39 00:02:17,080 --> 00:02:20,440 Speaker 1: the capabilities of the Apple two platforms so hard that 40 00:02:20,520 --> 00:02:23,280 Speaker 1: it was unable to meet the requirements of the software. 41 00:02:23,800 --> 00:02:26,720 Speaker 1: It didn't hurt that Apple two had a text based 42 00:02:26,760 --> 00:02:30,680 Speaker 1: operating system rather than the graphic user interface that the 43 00:02:30,720 --> 00:02:33,760 Speaker 1: Macintosh introduced to the home computer market. Because, if you 44 00:02:33,800 --> 00:02:36,480 Speaker 1: remember from our last episode, one of the big challenges 45 00:02:36,520 --> 00:02:40,080 Speaker 1: the Macintosh faced was that the gooey this graphic user 46 00:02:40,080 --> 00:02:43,520 Speaker 1: interface took up most of the computer's memory, which left 47 00:02:43,639 --> 00:02:46,640 Speaker 1: very little for it to do other applications. The Apple 48 00:02:46,680 --> 00:02:48,959 Speaker 1: two didn't have that problem. It was all text based, 49 00:02:49,080 --> 00:02:53,440 Speaker 1: so it could reserve its memory for all the programs. Meanwhile, 50 00:02:53,480 --> 00:02:56,320 Speaker 1: the Macintosh continue to struggle in those early days due 51 00:02:56,320 --> 00:02:59,320 Speaker 1: to an expensive price tag and a limited number of 52 00:02:59,400 --> 00:03:03,040 Speaker 1: application is available for the platform. When the McIntosh came 53 00:03:03,040 --> 00:03:06,000 Speaker 1: out in nineteen eighty four, it was not alone. Apple 54 00:03:06,080 --> 00:03:09,639 Speaker 1: launched another computer a couple of months later, while it 55 00:03:09,720 --> 00:03:12,920 Speaker 1: also launched the Lisa two, which was an attempt to 56 00:03:12,960 --> 00:03:17,640 Speaker 1: salvage the Lisa project. It would ultimately rebrand the Lisa 57 00:03:17,720 --> 00:03:21,840 Speaker 1: Too as the Macintosh XL. But that's not the computer 58 00:03:21,919 --> 00:03:24,560 Speaker 1: I was referring to. Instead, I'm talking about the Apple 59 00:03:24,600 --> 00:03:27,960 Speaker 1: to See. So even as Apple was trying to forge 60 00:03:28,000 --> 00:03:31,320 Speaker 1: a new path with the Macintosh line of computers, it 61 00:03:31,400 --> 00:03:34,880 Speaker 1: was still leaning heavily on the Apple Too platform. So 62 00:03:34,960 --> 00:03:37,880 Speaker 1: what set the Apple to See Apart from the Apple 63 00:03:37,880 --> 00:03:41,760 Speaker 1: to E, which had launched in three Well, for one thing, 64 00:03:42,120 --> 00:03:44,640 Speaker 1: it was a lot smaller the C and Apple to 65 00:03:44,800 --> 00:03:50,320 Speaker 1: see stood for compact. It was, at least by some definitions, portable. 66 00:03:50,680 --> 00:03:53,040 Speaker 1: The basic computer had a handle that could fold down 67 00:03:53,080 --> 00:03:56,000 Speaker 1: to become a stand that would tilt the computer keyboard 68 00:03:56,040 --> 00:03:59,240 Speaker 1: into the proper position for typing. It did not, however, 69 00:03:59,440 --> 00:04:02,680 Speaker 1: have an degraded display, so you would have to carry 70 00:04:02,720 --> 00:04:05,440 Speaker 1: a separate display around with you and connect it to 71 00:04:05,560 --> 00:04:09,560 Speaker 1: your portable computer. Also, it didn't have a battery power supply. 72 00:04:10,000 --> 00:04:12,760 Speaker 1: You would have to plug the computer in somewhere. Now, 73 00:04:12,800 --> 00:04:15,200 Speaker 1: eventually you could get battery packs that the computer could 74 00:04:15,280 --> 00:04:18,520 Speaker 1: use as a power source, but it didn't ship with them. Still, 75 00:04:18,560 --> 00:04:21,800 Speaker 1: the industrial redesign of the Apple form factor and its 76 00:04:21,880 --> 00:04:25,479 Speaker 1: versatile size UH and its features meant it got support 77 00:04:25,520 --> 00:04:27,440 Speaker 1: in the market. Even though it was built on an 78 00:04:27,480 --> 00:04:31,200 Speaker 1: aging foundation of the Apple two platform. It actually received 79 00:04:31,240 --> 00:04:34,960 Speaker 1: the highest number of day one orders in Apple's history, 80 00:04:35,320 --> 00:04:39,120 Speaker 1: and it initially cost hundred dollars. After a year on 81 00:04:39,120 --> 00:04:42,200 Speaker 1: the market, it sold more than four hundred thousand units, 82 00:04:42,240 --> 00:04:44,560 Speaker 1: so it proved that the Apple two platform still had 83 00:04:44,640 --> 00:04:48,719 Speaker 1: legs seven years after it had been introduced. In April, 84 00:04:49,880 --> 00:04:53,960 Speaker 1: Apple officially retired the Apple three platform. Between the Apple 85 00:04:53,960 --> 00:04:56,839 Speaker 1: three and the Apple three Plus, which was a slightly 86 00:04:56,920 --> 00:05:00,800 Speaker 1: upgraded version, the company had managed to sell only sixty 87 00:05:00,920 --> 00:05:06,480 Speaker 1: five thousand computers. It had manufactured ninety thousand. The Apple 88 00:05:06,520 --> 00:05:10,279 Speaker 1: three was just about, by any measurement, a total failure. 89 00:05:10,880 --> 00:05:16,400 Speaker 1: In Apple announced it had shipped seventy thousand Macintosh computers 90 00:05:16,440 --> 00:05:19,040 Speaker 1: within the first one hundred days of it being available, 91 00:05:19,480 --> 00:05:22,760 Speaker 1: though I should point out that shipped and sold are 92 00:05:22,800 --> 00:05:26,080 Speaker 1: two different metrics. Still, this was not a bad number, 93 00:05:26,120 --> 00:05:28,760 Speaker 1: but it was still shy of projections Apple had made 94 00:05:28,800 --> 00:05:31,520 Speaker 1: when the Macintosh was still in development. They had said 95 00:05:31,560 --> 00:05:35,760 Speaker 1: that they needed to sell forty seven thousand units per month. Instead, 96 00:05:35,839 --> 00:05:39,320 Speaker 1: they had moved seventy thousand units in a hundred days, 97 00:05:39,680 --> 00:05:43,200 Speaker 1: so they were still falling short. In September, Apple introduced 98 00:05:43,200 --> 00:05:46,560 Speaker 1: the five hundred twelve kilobyte version of the Macintosh. This 99 00:05:46,720 --> 00:05:50,040 Speaker 1: version was more expensive than the base model. It cost 100 00:05:50,480 --> 00:05:53,520 Speaker 1: three thousand, two hundred dollars when it launched. The following month, 101 00:05:53,560 --> 00:05:57,200 Speaker 1: Apple announced they had sold the two millionth Apple two computer. 102 00:05:57,760 --> 00:05:59,719 Speaker 1: That means in just a little more than a year, 103 00:06:00,080 --> 00:06:03,479 Speaker 1: the company went from producing it's one millionth Apple two 104 00:06:03,480 --> 00:06:07,800 Speaker 1: machine to selling its two millionth unit. Now, this was 105 00:06:07,800 --> 00:06:10,600 Speaker 1: spread across the family of Apple two computers at that time, 106 00:06:10,640 --> 00:06:12,279 Speaker 1: so the Apple to the Apple two E and the 107 00:06:12,279 --> 00:06:15,599 Speaker 1: Apple to C the Apple two line continued to keep 108 00:06:15,640 --> 00:06:18,880 Speaker 1: the company afloat. By the end of nineteen eighty four, 109 00:06:19,040 --> 00:06:22,839 Speaker 1: Apple had sold a quarter of a million Macintosh systems. 110 00:06:23,080 --> 00:06:25,360 Speaker 1: It was a modest success, but far short of those 111 00:06:25,400 --> 00:06:27,560 Speaker 1: two point two million units the company had hoped for 112 00:06:27,640 --> 00:06:30,960 Speaker 1: back in nineteen eighty one. Still, the Macintosh was a 113 00:06:31,080 --> 00:06:34,240 Speaker 1: nice change of pace. It was not a commercial flop 114 00:06:34,360 --> 00:06:38,160 Speaker 1: like the Lisa or the technical flop like the Apple three. 115 00:06:38,600 --> 00:06:41,760 Speaker 1: In Night five. While struggles at the management level would 116 00:06:41,839 --> 00:06:45,359 Speaker 1: ultimately prompt Steve Jobs and Apple to part ways, the 117 00:06:45,400 --> 00:06:48,080 Speaker 1: company was still struggling with what to do with the 118 00:06:48,160 --> 00:06:52,200 Speaker 1: Lisa Too. At first, the company rebranded the Lisa Too 119 00:06:52,360 --> 00:06:55,599 Speaker 1: and called it the Macintosh XL, but the rebranding wasn't 120 00:06:55,760 --> 00:06:59,520 Speaker 1: enough to save the project, and ultimately Apple would abandon 121 00:06:59,600 --> 00:07:04,280 Speaker 1: it in April five, just a few months after rebranding it. 122 00:07:04,640 --> 00:07:08,440 Speaker 1: Also that year, Apple made some major cuts. The number 123 00:07:08,440 --> 00:07:11,880 Speaker 1: of employees had topped five thousand, seven hundred at Apple, 124 00:07:12,280 --> 00:07:17,160 Speaker 1: but in June the company eliminated about twenty percent of 125 00:07:17,240 --> 00:07:21,360 Speaker 1: all of its positions. In nineteen six, Apple was a 126 00:07:21,480 --> 00:07:25,320 Speaker 1: very different company. Both of the co founders were gone. 127 00:07:25,720 --> 00:07:28,320 Speaker 1: The Apple three and the Lisa projects were both a 128 00:07:28,400 --> 00:07:31,800 Speaker 1: thing of the past. The Macintosh line was continuing, as 129 00:07:31,800 --> 00:07:35,800 Speaker 1: did the now ancient by computer standards Apple two line. 130 00:07:36,280 --> 00:07:41,040 Speaker 1: On the tenth anniversary of Apple's founding April first, nineteen 131 00:07:41,120 --> 00:07:45,600 Speaker 1: eighty six, the company announced the Apple two GS. This 132 00:07:45,680 --> 00:07:48,680 Speaker 1: was the last major update to the Apple two platform. 133 00:07:48,960 --> 00:07:51,560 Speaker 1: Apple would later introduce upgrades to the Apple to E 134 00:07:51,920 --> 00:07:55,240 Speaker 1: and the two C lines, but the two GS represented 135 00:07:55,320 --> 00:07:58,800 Speaker 1: the last big development on that platform. It was the 136 00:07:59,800 --> 00:08:02,720 Speaker 1: ind of the life cycle for the Apple two platform, 137 00:08:02,800 --> 00:08:05,480 Speaker 1: or at least the beginning of the end. The G 138 00:08:05,840 --> 00:08:07,920 Speaker 1: S and two g s, by the way, stood for 139 00:08:08,120 --> 00:08:10,880 Speaker 1: graphics and sound. This is one of those things that 140 00:08:10,960 --> 00:08:13,720 Speaker 1: confused me back when I was a kid, because we 141 00:08:13,800 --> 00:08:16,520 Speaker 1: had an Apple to E. The Apple to C came 142 00:08:16,560 --> 00:08:20,200 Speaker 1: out after the Apple to E, but in the alphabet, 143 00:08:20,520 --> 00:08:23,520 Speaker 1: C comes before E, and I didn't know that the 144 00:08:23,600 --> 00:08:26,720 Speaker 1: letters actually stood for stuff. And then the Apple two 145 00:08:26,800 --> 00:08:29,200 Speaker 1: GS came out, and I really was wondering what was 146 00:08:29,240 --> 00:08:32,080 Speaker 1: going on. That's because these letters actually were standing for 147 00:08:32,120 --> 00:08:34,439 Speaker 1: different terms in this case, Like I said, g S 148 00:08:34,520 --> 00:08:37,240 Speaker 1: stood for graphics and sound. The Apple two GS at 149 00:08:37,240 --> 00:08:41,160 Speaker 1: a graphic user interface that was similar to the Macintosh Gooey. 150 00:08:41,200 --> 00:08:43,840 Speaker 1: It also had a mouse. It did not have an 151 00:08:43,880 --> 00:08:47,360 Speaker 1: integrated floppy drive in the computer case, but rather it 152 00:08:47,360 --> 00:08:50,160 Speaker 1: would have an external floppy disk drive, so you would 153 00:08:50,200 --> 00:08:52,880 Speaker 1: have to connect it via a cable to the CPU. 154 00:08:53,120 --> 00:08:55,720 Speaker 1: These were three and a half inch discs at this time, 155 00:08:55,760 --> 00:08:58,480 Speaker 1: not the old five and a quarter inch discs. Some 156 00:08:58,520 --> 00:09:01,400 Speaker 1: people mistakenly at the time would call these discs hard 157 00:09:01,480 --> 00:09:03,880 Speaker 1: disks because three and a half inch discs were in 158 00:09:03,960 --> 00:09:07,400 Speaker 1: hard plastic as opposed to that thinner, more flexible stuff 159 00:09:07,440 --> 00:09:09,560 Speaker 1: that the five and a quarter inch discs used. But 160 00:09:09,600 --> 00:09:13,280 Speaker 1: they were still technically floppy disks, not hard disks. That's 161 00:09:13,280 --> 00:09:16,199 Speaker 1: a tangent. The two GS had a different processor than 162 00:09:16,240 --> 00:09:20,800 Speaker 1: it's Apple two computer predecessors. It used the Western Digital 163 00:09:20,960 --> 00:09:26,400 Speaker 1: sixteen bit sixty five C eight sixteen microprocessor. However, that 164 00:09:26,520 --> 00:09:30,920 Speaker 1: microprocessor was compatible with the older six five O two 165 00:09:30,960 --> 00:09:34,520 Speaker 1: processors that other Apple two computers used, so the two 166 00:09:34,520 --> 00:09:39,880 Speaker 1: GS retained backwards compatibility with existing Apple to software. The 167 00:09:40,000 --> 00:09:42,800 Speaker 1: clock speed on the new processor could reach two point 168 00:09:42,800 --> 00:09:45,600 Speaker 1: eight mega hurts, though, if you were running old Apple 169 00:09:45,640 --> 00:09:48,560 Speaker 1: to software, you would have to limit the clock speed 170 00:09:48,559 --> 00:09:51,400 Speaker 1: to one mega hurts in order to make it compatible 171 00:09:51,400 --> 00:09:54,720 Speaker 1: with that old programming. If you bought third party hardware, 172 00:09:54,760 --> 00:09:57,520 Speaker 1: you could actually over clock it to a then blistering 173 00:09:57,640 --> 00:10:00,719 Speaker 1: eight teen mega hurts. The company all so boasted two 174 00:10:00,760 --> 00:10:03,800 Speaker 1: hundred fifty six kilobytes of RAM, which could be expanded 175 00:10:03,880 --> 00:10:07,440 Speaker 1: up to eight megabytes. The company had a display that 176 00:10:07,600 --> 00:10:09,720 Speaker 1: or the computer rather had a display that could support 177 00:10:09,760 --> 00:10:12,439 Speaker 1: a resolution of six hundred forty by two hundred pixels 178 00:10:12,440 --> 00:10:15,160 Speaker 1: in four color mode or three d twenty by two 179 00:10:15,240 --> 00:10:18,320 Speaker 1: hundred pixels in sixteen color mode. So still well, it 180 00:10:18,360 --> 00:10:21,760 Speaker 1: was high definition at the time. It's pretty low resolution 181 00:10:21,880 --> 00:10:25,360 Speaker 1: these days. The two gs also introduced a new hardware 182 00:10:25,400 --> 00:10:28,319 Speaker 1: element that found its way into the Macintosh line after 183 00:10:28,480 --> 00:10:32,640 Speaker 1: a little bit. This was called the Apple Dusktop bus. Now, 184 00:10:32,640 --> 00:10:36,400 Speaker 1: a bus is a communication system within a computer or 185 00:10:36,440 --> 00:10:41,239 Speaker 1: between computers. Its job is to transfer data between components 186 00:10:41,360 --> 00:10:46,040 Speaker 1: or between computers. For example, a computer's CPU and its 187 00:10:46,080 --> 00:10:50,160 Speaker 1: memory are tightly coupled, and a bus provides the communication 188 00:10:50,240 --> 00:10:54,360 Speaker 1: link between those two components. The Apple Desktop bus was 189 00:10:54,400 --> 00:10:57,720 Speaker 1: a peripheral and external peripheral that allowed users to connect 190 00:10:57,760 --> 00:11:01,800 Speaker 1: different devices to a proprietary standard for Apple systems. You 191 00:11:01,800 --> 00:11:04,079 Speaker 1: can use it to connect stuff like a keyboard or 192 00:11:04,120 --> 00:11:07,720 Speaker 1: a mouse to a computer. This was Apple's proprietary approach 193 00:11:07,920 --> 00:11:11,400 Speaker 1: to a universal connector universal within the world of Apple, 194 00:11:11,480 --> 00:11:14,600 Speaker 1: but not outside of it now. Eventually, the company would 195 00:11:14,679 --> 00:11:19,360 Speaker 1: discontinue this BUS system in favor of following the industry 196 00:11:19,400 --> 00:11:23,920 Speaker 1: standard of USB later on. Much later on, as Macintosh 197 00:11:24,000 --> 00:11:26,840 Speaker 1: computers will continue to use a dB until the late 198 00:11:26,920 --> 00:11:30,439 Speaker 1: nineteen nineties. The a dB was one of many projects 199 00:11:30,480 --> 00:11:33,240 Speaker 1: Steve Wozniak had worked on before he left the company 200 00:11:33,280 --> 00:11:37,240 Speaker 1: in Ve. Also in nineteen eighty six, Apple swapped out 201 00:11:37,240 --> 00:11:41,160 Speaker 1: the five twelve kilobyte Macintosh for a new enhanced version 202 00:11:41,240 --> 00:11:45,479 Speaker 1: that cost less. The new machine sold for two thousand dollars, 203 00:11:45,559 --> 00:11:48,520 Speaker 1: and the Macintosh Plus also debuted in nineteen eight six. 204 00:11:48,559 --> 00:11:51,240 Speaker 1: It had a whopping hole megabyte of RAM and a 205 00:11:52,520 --> 00:11:56,320 Speaker 1: ES of read only memory or ROM. This machine was 206 00:11:56,360 --> 00:11:59,280 Speaker 1: capable of running more demanding applications and put it beyond 207 00:11:59,320 --> 00:12:02,040 Speaker 1: the limits of what the failed Lisa and Lisa two 208 00:12:02,040 --> 00:12:04,920 Speaker 1: platforms were supposed to do. So finally, Apple had moved 209 00:12:04,920 --> 00:12:09,200 Speaker 1: beyond those and it cost dollars, which was expensive, but 210 00:12:09,320 --> 00:12:12,080 Speaker 1: not nearly at the levels of the earlier Macintosh and 211 00:12:12,160 --> 00:12:16,600 Speaker 1: Lisa computers. By this time, Apple was really swinging focus 212 00:12:16,679 --> 00:12:19,440 Speaker 1: to the Macintosh line. The Apple two products were finally 213 00:12:19,520 --> 00:12:22,160 Speaker 1: running out of steam. There are only so many updates 214 00:12:22,200 --> 00:12:24,440 Speaker 1: Apple could make to the legacy platform to keep them 215 00:12:24,480 --> 00:12:27,839 Speaker 1: relevant in the face of competing machines. Those machines were 216 00:12:27,920 --> 00:12:31,200 Speaker 1: largely IBM compatible PCs at this point. Now I'll talk 217 00:12:31,280 --> 00:12:34,199 Speaker 1: more about them in the next episode, but the Macintosh 218 00:12:34,240 --> 00:12:35,920 Speaker 1: line looked like it was truly going to be the 219 00:12:35,920 --> 00:12:38,000 Speaker 1: future of the company. Now. That did not mean that 220 00:12:38,040 --> 00:12:41,240 Speaker 1: Apple would abandon the Apple two platform right away. Sales 221 00:12:41,280 --> 00:12:44,320 Speaker 1: were still okay, so they were still bringing in money 222 00:12:44,360 --> 00:12:47,079 Speaker 1: for the for the company, and the Macintosh sales figures 223 00:12:47,240 --> 00:12:49,800 Speaker 1: had not quite reached a level that was sustainable in 224 00:12:49,840 --> 00:12:53,000 Speaker 1: the long term. The former president of Apple France, a 225 00:12:53,040 --> 00:12:56,679 Speaker 1: man named Jean Louis Gassa, came over to Apple's US 226 00:12:56,760 --> 00:12:59,720 Speaker 1: operations to take the role that Steve Jobs had held 227 00:12:59,760 --> 00:13:03,840 Speaker 1: for years. Gassa made decisions that were very different from 228 00:13:03,840 --> 00:13:07,559 Speaker 1: its predecessor. He wanted Apple to stop concentrating on making 229 00:13:07,600 --> 00:13:10,800 Speaker 1: machines for home users and focus on the more profitable 230 00:13:10,840 --> 00:13:14,320 Speaker 1: business and high end consumer market. He wanted Apple to 231 00:13:14,320 --> 00:13:18,760 Speaker 1: focus more on technical superiority than aesthetic design. He had 232 00:13:18,800 --> 00:13:21,600 Speaker 1: a mantra that many at Apple began to repeat, and 233 00:13:21,640 --> 00:13:25,040 Speaker 1: that mantra was fifty five or die. That was a 234 00:13:25,080 --> 00:13:27,800 Speaker 1: reference to Gassay's goal of hitting a fifty five percent 235 00:13:27,920 --> 00:13:31,720 Speaker 1: profit margin on Apple computers, meaning that you're selling the 236 00:13:31,760 --> 00:13:35,280 Speaker 1: computers at more than what it cost you to make 237 00:13:35,360 --> 00:13:37,720 Speaker 1: them and market them. It was at this time that 238 00:13:37,760 --> 00:13:41,200 Speaker 1: Apple really cemented its reputation as offering computers that were 239 00:13:41,240 --> 00:13:45,080 Speaker 1: more expensive than the comparable IBM clones on the market. 240 00:13:45,559 --> 00:13:49,520 Speaker 1: At first, Magotosh computers also suffered from a lack of software, 241 00:13:49,559 --> 00:13:53,280 Speaker 1: and to be fair, the Macintosh platform consistently lagged behind 242 00:13:53,400 --> 00:13:57,760 Speaker 1: IBM compatible computers in terms of a software library. That said, 243 00:13:58,000 --> 00:14:01,280 Speaker 1: the emphasis on power and technical specs meant that developers 244 00:14:01,320 --> 00:14:05,520 Speaker 1: could create sophisticated software for the Macintosh that IBM compatible 245 00:14:05,600 --> 00:14:08,880 Speaker 1: machines could not easily replicate. This was a trend that 246 00:14:08,920 --> 00:14:11,960 Speaker 1: would last for years, with certain types of processor heavy 247 00:14:11,960 --> 00:14:16,560 Speaker 1: applications like video, photo and audio editing software becoming the 248 00:14:16,600 --> 00:14:19,920 Speaker 1: bread and butter for the Macintosh line. That remains true 249 00:14:19,960 --> 00:14:22,080 Speaker 1: to this day. If you look at the production machines 250 00:14:22,120 --> 00:14:25,000 Speaker 1: here at how stuff works, you'll notice an awful lot 251 00:14:25,040 --> 00:14:27,720 Speaker 1: of Macintosh computers because the people who are using it 252 00:14:27,760 --> 00:14:32,280 Speaker 1: to edit audio and video work need that power, and 253 00:14:32,440 --> 00:14:35,880 Speaker 1: McIntosh is still known for that to this day. I've 254 00:14:35,880 --> 00:14:38,360 Speaker 1: got a lot more to say about Apple and how 255 00:14:38,400 --> 00:14:42,920 Speaker 1: it survived the PC wars of the early eighties all 256 00:14:42,920 --> 00:14:44,840 Speaker 1: the way through the nineties. But first, let's take a 257 00:14:44,920 --> 00:14:56,720 Speaker 1: quick break to thank our sponsor. In Apple sold its 258 00:14:56,840 --> 00:15:01,560 Speaker 1: one million Macintosh computer. That was good, but again, their 259 00:15:01,600 --> 00:15:04,600 Speaker 1: original goal was to hit that two point two million 260 00:15:04,720 --> 00:15:08,640 Speaker 1: units sales from nineteen eight to nineteen eighty five. So 261 00:15:08,840 --> 00:15:11,880 Speaker 1: eighties seven hitting one million, they're a little behind schedule. 262 00:15:12,400 --> 00:15:14,760 Speaker 1: The Macintosh and debut in nineteen eighty four, it took 263 00:15:14,840 --> 00:15:18,240 Speaker 1: three years to hit that one million units sold. Still, 264 00:15:18,960 --> 00:15:23,520 Speaker 1: the Macintosh Apple was offering was a very different machine 265 00:15:23,840 --> 00:15:26,640 Speaker 1: than the one the design team had had in mind 266 00:15:26,680 --> 00:15:29,400 Speaker 1: way back in the early nineteen eighties. Remember, they had 267 00:15:29,400 --> 00:15:31,720 Speaker 1: wanted to create a user friendly home computer that could 268 00:15:31,720 --> 00:15:34,920 Speaker 1: be sold for around a thousand dollars. The actual machines 269 00:15:35,200 --> 00:15:38,640 Speaker 1: had so many more features than the design team had 270 00:15:38,640 --> 00:15:42,760 Speaker 1: originally intended that it cost more than twice as much 271 00:15:42,880 --> 00:15:45,520 Speaker 1: as the goal price the team had anticipated when they 272 00:15:45,520 --> 00:15:49,640 Speaker 1: were first talking about it. That spring, Apple introduced the 273 00:15:49,760 --> 00:15:52,800 Speaker 1: Macintosh to This was the first of the computers of 274 00:15:52,840 --> 00:15:56,800 Speaker 1: the gas Say era. It cost a whopping six thousand, 275 00:15:57,040 --> 00:15:59,760 Speaker 1: five hundred dollars when it was released that you could 276 00:15:59,760 --> 00:16:01,720 Speaker 1: actual we find it for a little less at about 277 00:16:01,880 --> 00:16:05,120 Speaker 1: five thousand, five hundred at some places. The computer boasted 278 00:16:05,120 --> 00:16:08,840 Speaker 1: a thirty two bit microprocessor for Motorola, running at sixteen 279 00:16:08,840 --> 00:16:11,600 Speaker 1: mega hurts clock speed. It also had one megabyte of 280 00:16:11,680 --> 00:16:14,920 Speaker 1: RAM expandable up to sixty eight megabytes, and two d 281 00:16:14,960 --> 00:16:18,160 Speaker 1: fifty six kilobytes of ROM. It was also the first 282 00:16:18,200 --> 00:16:21,560 Speaker 1: Mac to support a color display. This was Apple's first 283 00:16:21,600 --> 00:16:25,800 Speaker 1: big step to creating a three M machine. Now, this 284 00:16:25,880 --> 00:16:29,040 Speaker 1: was a term used in the early eighties to describe 285 00:16:29,040 --> 00:16:31,640 Speaker 1: a computer that had at least one megabyte of memory, 286 00:16:32,040 --> 00:16:36,440 Speaker 1: a million pixel display, and a mega flop of processing power. 287 00:16:37,080 --> 00:16:39,760 Speaker 1: There was actually another project that was supposed to get 288 00:16:39,800 --> 00:16:43,560 Speaker 1: Apple to that fabled three M land. It was called 289 00:16:43,800 --> 00:16:47,400 Speaker 1: the Big Mac. Steve Jobs had overseen the project back 290 00:16:47,440 --> 00:16:50,560 Speaker 1: before he left Apple. The computer was supposed to run 291 00:16:50,920 --> 00:16:55,040 Speaker 1: Unix as its operating system instead of the system Mac 292 00:16:55,080 --> 00:16:58,760 Speaker 1: Operating System. After Jobs left and guess A took over 293 00:16:59,360 --> 00:17:03,600 Speaker 1: his role, GASA canceled the Big Mac project. Much of 294 00:17:03,600 --> 00:17:07,240 Speaker 1: that work was then transitioned over to the Macintosh to design. 295 00:17:07,560 --> 00:17:10,360 Speaker 1: The Macintosh two had a megabyte of memory, and when 296 00:17:10,440 --> 00:17:14,240 Speaker 1: paired with the right display, could support a million pixels, 297 00:17:14,280 --> 00:17:17,280 Speaker 1: but it fell short on the floating operations per second metric, 298 00:17:17,440 --> 00:17:22,280 Speaker 1: topping out at one sixty kilo flops. The leads on 299 00:17:22,320 --> 00:17:26,120 Speaker 1: the Macintosh to design were Michael Dewey and Brian Berkeley 300 00:17:26,240 --> 00:17:29,919 Speaker 1: and Heartmot s Linger. Now, back when they first started 301 00:17:29,920 --> 00:17:33,080 Speaker 1: on the design works, Steve Jobs was still around. They 302 00:17:33,160 --> 00:17:37,600 Speaker 1: kept their work secret because they were expressly violating Steve 303 00:17:37,680 --> 00:17:42,680 Speaker 1: jobs as wishes with the Macintosh two's features. Specifically, Steve 304 00:17:42,760 --> 00:17:45,880 Speaker 1: Jobs was not in favor of color displays and Macintosh 305 00:17:45,960 --> 00:17:50,720 Speaker 1: computers because at that time printers were monochromatic. So if 306 00:17:50,720 --> 00:17:53,480 Speaker 1: you could view colors on screen, but you could only 307 00:17:53,520 --> 00:17:56,239 Speaker 1: print and black and white, the print outs would not 308 00:17:56,320 --> 00:17:59,359 Speaker 1: represent what you were working on. That would be a disconnect. 309 00:17:59,400 --> 00:18:01,760 Speaker 1: This was a viole lation of the what you see 310 00:18:01,960 --> 00:18:05,960 Speaker 1: is what you get or whizzy wig design philosophy. Jobs 311 00:18:06,000 --> 00:18:09,199 Speaker 1: was also against the idea of expansion slots, which the 312 00:18:09,320 --> 00:18:13,359 Speaker 1: Macintosh two had. Jobs felt that expansion slots were great 313 00:18:13,359 --> 00:18:16,959 Speaker 1: for hobbyists, but that they made the experience complicated for 314 00:18:17,040 --> 00:18:20,120 Speaker 1: the average user. The secret project had a code name 315 00:18:20,720 --> 00:18:23,919 Speaker 1: Little Big Mac. It was developed in parallel with the 316 00:18:23,960 --> 00:18:27,240 Speaker 1: Big Mac project that Jobs was overseeing before his departure. 317 00:18:27,520 --> 00:18:30,200 Speaker 1: The Macintosh two ended up being sort of a combination 318 00:18:30,400 --> 00:18:33,639 Speaker 1: of these two projects. Actually, it had several code names, 319 00:18:33,880 --> 00:18:37,639 Speaker 1: many of which were city names during its whole design process. 320 00:18:38,200 --> 00:18:40,880 Speaker 1: The case design of the Macintosh two made it look 321 00:18:40,920 --> 00:18:44,720 Speaker 1: a lot more like your standard IBM compatible machine. Had 322 00:18:44,760 --> 00:18:47,480 Speaker 1: a case that you would placed on your desk horizontally. 323 00:18:47,880 --> 00:18:50,960 Speaker 1: You'd set your monitor on top of this horizontal case. 324 00:18:51,280 --> 00:18:53,679 Speaker 1: The keyboard was separate and would sit in front of 325 00:18:53,720 --> 00:18:56,400 Speaker 1: the case. The Macintosh two was one of the first 326 00:18:56,440 --> 00:19:00,320 Speaker 1: Macintosh machines to feature the Apple Desktop bus ter used 327 00:19:00,359 --> 00:19:03,560 Speaker 1: by the Apple two GS, and from that point forward, 328 00:19:03,760 --> 00:19:08,000 Speaker 1: Macintosh computers would typically ship standard with the Apple Desktop 329 00:19:08,040 --> 00:19:11,600 Speaker 1: bush and The Macintosh two was also the first of 330 00:19:11,640 --> 00:19:15,159 Speaker 1: the Macintosh computers to feature what is commonly referred to 331 00:19:15,320 --> 00:19:21,160 Speaker 1: as the chimes of Death. Well the Macintosh se which 332 00:19:21,160 --> 00:19:23,840 Speaker 1: came out the same month as the Macintosh to also 333 00:19:24,000 --> 00:19:27,119 Speaker 1: had the chimes of death. This was the sound notification 334 00:19:27,160 --> 00:19:30,720 Speaker 1: the Macintosh would make when there was a critical failure 335 00:19:30,760 --> 00:19:33,639 Speaker 1: in the system. The sc was more of a traditional 336 00:19:33,680 --> 00:19:36,600 Speaker 1: Macintosh computer, souped up a bit for the business world. 337 00:19:36,880 --> 00:19:40,439 Speaker 1: It cost three thousand seven dollars upon release, making it 338 00:19:40,680 --> 00:19:44,840 Speaker 1: a less expensive solution than the Macintosh too. The same year, 339 00:19:45,000 --> 00:19:47,880 Speaker 1: Apple spun off its software division as a new company 340 00:19:47,920 --> 00:19:51,560 Speaker 1: called Claris. The company was able to focus on developing 341 00:19:51,600 --> 00:19:54,840 Speaker 1: software for the Macintosh platforms and had licenses to several 342 00:19:54,960 --> 00:19:58,280 Speaker 1: legacy mac programs like mac Wright and mac Paint. It 343 00:19:58,280 --> 00:20:01,640 Speaker 1: would operate as a separate entity until nine, when Apple 344 00:20:01,680 --> 00:20:05,600 Speaker 1: would reacquire the company. Also in nineteen eight seven, Microsoft 345 00:20:05,640 --> 00:20:09,439 Speaker 1: released the second version of Windows. The first version of Windows, 346 00:20:09,440 --> 00:20:12,320 Speaker 1: which came out in nineteen eighty five, hadn't received much attention. 347 00:20:12,600 --> 00:20:16,040 Speaker 1: Most people dismissed it as being clunky and not terribly useful, 348 00:20:16,400 --> 00:20:18,920 Speaker 1: but Windows two point oh was doing a little better. 349 00:20:19,480 --> 00:20:23,000 Speaker 1: That prompted Apple to sue Microsoft and Hewitt Packard with 350 00:20:23,040 --> 00:20:26,320 Speaker 1: a claim that the Windows Gooey the g Uy infringed 351 00:20:26,400 --> 00:20:29,919 Speaker 1: upon the intellectual property of Apple. The claim stated that 352 00:20:29,960 --> 00:20:33,760 Speaker 1: the Windows platform too closely resembled the Macintosh user interface. 353 00:20:34,119 --> 00:20:38,040 Speaker 1: The courts ultimately decided against Apple on this front. When 354 00:20:38,119 --> 00:20:41,639 Speaker 1: Windows three point oh debuted in nineteen nine, it marked 355 00:20:41,640 --> 00:20:44,840 Speaker 1: the beginning of a big transition in IBM compatible personal 356 00:20:44,880 --> 00:20:48,359 Speaker 1: computers as they began to migrate from DOSS to Windows, 357 00:20:48,760 --> 00:20:52,200 Speaker 1: and it reduced one of the qualities that differentiated Macintosh 358 00:20:52,240 --> 00:20:56,880 Speaker 1: computers from IBM compatibles. Believe it or not, even at 359 00:20:56,880 --> 00:21:00,399 Speaker 1: this stage, ten years after the day Dave view of 360 00:21:00,480 --> 00:21:04,520 Speaker 1: the Apple to, the company was still selling Apple two machines. 361 00:21:05,080 --> 00:21:08,560 Speaker 1: Many of those products, even the updated, enhanced versions, would 362 00:21:08,640 --> 00:21:12,440 Speaker 1: finally say goodbye. In the early nineteen nineties. Apple made 363 00:21:12,440 --> 00:21:15,320 Speaker 1: an Apple to E card that could be used with 364 00:21:15,440 --> 00:21:19,359 Speaker 1: Macintosh computers to make them backwards compatible with certain Apple 365 00:21:19,400 --> 00:21:22,400 Speaker 1: to software packages, but even that would take a bow 366 00:21:22,640 --> 00:21:27,000 Speaker 1: by The Apple two platform still helped provide revenue to Apple, 367 00:21:27,040 --> 00:21:29,240 Speaker 1: but it was clear that the Macintosh was going to 368 00:21:29,320 --> 00:21:31,960 Speaker 1: have to step up. What followed were a series of 369 00:21:32,000 --> 00:21:35,960 Speaker 1: Macintosh computers that followed the design philosophy of Gassa and 370 00:21:35,960 --> 00:21:40,720 Speaker 1: the Macintosh too. These were expensive desktop publishing machines that 371 00:21:40,760 --> 00:21:45,000 Speaker 1: were technically sound, but at a premium price. The Macintosh 372 00:21:45,080 --> 00:21:48,080 Speaker 1: started to gain a reputation for being a bit elitist. 373 00:21:48,560 --> 00:21:53,040 Speaker 1: It was undeniably useful for many processor heavy applications, but 374 00:21:53,119 --> 00:21:55,639 Speaker 1: it was so expensive and the suite of software was 375 00:21:55,720 --> 00:21:58,480 Speaker 1: so much more narrow than the library available for the 376 00:21:58,520 --> 00:22:02,320 Speaker 1: IBM compatible computers that a lot of average consumers dismissed 377 00:22:02,320 --> 00:22:05,600 Speaker 1: the platform out of hand, and a smaller user base 378 00:22:05,680 --> 00:22:09,240 Speaker 1: meant that software developers had less incentive to create programs 379 00:22:09,240 --> 00:22:12,960 Speaker 1: for the Macintosh. The logic goes like this. You're a 380 00:22:12,960 --> 00:22:15,840 Speaker 1: programmer and you want to create a really cool application. 381 00:22:15,960 --> 00:22:18,760 Speaker 1: Let's say it's a game. You want that game to 382 00:22:18,800 --> 00:22:21,880 Speaker 1: reach as many people as possible, both because you want 383 00:22:21,920 --> 00:22:24,920 Speaker 1: people to experience your work, and of course you wish 384 00:22:24,960 --> 00:22:27,399 Speaker 1: to profit from that work. You want to make some money. 385 00:22:27,760 --> 00:22:30,680 Speaker 1: It makes sense to focus your efforts on the largest 386 00:22:30,800 --> 00:22:33,800 Speaker 1: possible audience. Now, if you don't have time to develop 387 00:22:33,840 --> 00:22:38,040 Speaker 1: and program a game for both Macintosh and PC platforms, 388 00:22:38,280 --> 00:22:41,520 Speaker 1: you have to choose one or the other. With way 389 00:22:41,560 --> 00:22:45,080 Speaker 1: more people owning IBM compatible machines, at this point, it 390 00:22:45,200 --> 00:22:48,960 Speaker 1: just makes sense to develop for the PC and Windows platforms. 391 00:22:49,240 --> 00:22:51,520 Speaker 1: That's where you're going to reach the largest number of people. 392 00:22:51,640 --> 00:22:55,159 Speaker 1: Assuming your game resonates with your intended audience. Now, that 393 00:22:55,200 --> 00:22:59,080 Speaker 1: didn't mean there weren't developers, even game developers who concentrated 394 00:22:59,160 --> 00:23:02,280 Speaker 1: solely on the mac Kintosh. There were. There, just weren't 395 00:23:02,320 --> 00:23:06,240 Speaker 1: as many Macintosh developers as there were Windows or PC developers. 396 00:23:06,840 --> 00:23:09,359 Speaker 1: By the late nineteen eighties, the Macintosh stood as the 397 00:23:09,400 --> 00:23:13,040 Speaker 1: only real challenger to the IBM compatible PC. Other companies 398 00:23:13,119 --> 00:23:16,240 Speaker 1: had withdrawn from the home PC market, acknowledging that it 399 00:23:16,359 --> 00:23:19,119 Speaker 1: was too competitive to make a go atit. Tandy and 400 00:23:19,200 --> 00:23:23,320 Speaker 1: Texas Instruments were out. Atari was in rapid decline and 401 00:23:23,440 --> 00:23:26,840 Speaker 1: soon would exist only in name. Commodore had retired the 402 00:23:26,880 --> 00:23:29,160 Speaker 1: Commodore sixty four, but was still hanging in the race 403 00:23:29,240 --> 00:23:31,960 Speaker 1: with its Amiga line of computers. But by the mid 404 00:23:32,040 --> 00:23:36,879 Speaker 1: ninety nineties, Commodore couldn't hold together and declared bankruptcy. The 405 00:23:36,960 --> 00:23:40,560 Speaker 1: game was essentially down to all the companies that were 406 00:23:40,560 --> 00:23:44,879 Speaker 1: making IBM compatible machines or Windows based machines or DOSES 407 00:23:44,960 --> 00:23:49,520 Speaker 1: based machines, and Apple, and Apple had a tiny, tiny 408 00:23:49,560 --> 00:23:53,919 Speaker 1: sliver of that market share. Apple had carved out of market, 409 00:23:54,320 --> 00:23:56,600 Speaker 1: but it was a small one. It was no longer 410 00:23:56,640 --> 00:23:59,320 Speaker 1: a dominant player in the home computer world, but it 411 00:23:59,440 --> 00:24:03,840 Speaker 1: was the only real alternative to the Windows machines. Those 412 00:24:03,920 --> 00:24:07,760 Speaker 1: DOSS machines. The IBM PC clones that were running uh 413 00:24:08,000 --> 00:24:12,280 Speaker 1: either DOSS were increasingly at this point Windows. In nine, 414 00:24:12,680 --> 00:24:16,439 Speaker 1: Apple would release the Macintosh Portable. Now, this was the 415 00:24:16,480 --> 00:24:20,240 Speaker 1: first truly portable Macintosh computer with an incorporated screen that 416 00:24:20,280 --> 00:24:22,680 Speaker 1: could fold down to make the computer into a kind 417 00:24:22,680 --> 00:24:26,800 Speaker 1: of clunky wedge shape. It had a track ball in 418 00:24:26,880 --> 00:24:31,280 Speaker 1: place of a mouse, had cereal and scuzzy ports for peripherals. 419 00:24:31,520 --> 00:24:34,600 Speaker 1: It had a floppy drive and a forty megabyte hard drive, 420 00:24:34,960 --> 00:24:37,879 Speaker 1: had a megabyte of RAM, and use the Motorola sixty 421 00:24:37,920 --> 00:24:41,119 Speaker 1: eight thousand processor running at a sixteen mega hurts clock speed. 422 00:24:41,680 --> 00:24:46,040 Speaker 1: The portable machine cost a hefty seven thousand, three hundred dollars. 423 00:24:46,600 --> 00:24:49,800 Speaker 1: It ran on mac Os six point oh four when 424 00:24:49,800 --> 00:24:52,520 Speaker 1: it launched. As for its power supply, that came in 425 00:24:52,560 --> 00:24:55,280 Speaker 1: the form of a rechargeable battery, Only it wasn't a 426 00:24:55,320 --> 00:24:59,560 Speaker 1: lithium ion battery. It was a lead acid battery, you know, 427 00:24:59,720 --> 00:25:01,920 Speaker 1: kind like the kind that you would find in a car. 428 00:25:02,240 --> 00:25:05,000 Speaker 1: That added a couple of pounds to this portable computer. 429 00:25:05,640 --> 00:25:09,320 Speaker 1: So the whole thing weighed about sixteen pounds or seven 430 00:25:09,359 --> 00:25:12,800 Speaker 1: point three kilograms. In other words, it was a hefty 431 00:25:13,000 --> 00:25:15,679 Speaker 1: portable computer. You probably wouldn't want to lug it around 432 00:25:15,680 --> 00:25:19,200 Speaker 1: everywhere you go. A couple of years later, Apple would 433 00:25:19,200 --> 00:25:23,120 Speaker 1: give the portable computer another shot, you know, he would say, 434 00:25:23,200 --> 00:25:25,399 Speaker 1: let's try and get this form factor down, and they 435 00:25:25,440 --> 00:25:29,760 Speaker 1: released the power Book one hundred. Only this computer wasn't 436 00:25:29,800 --> 00:25:33,240 Speaker 1: actually designed by Apple. The power Book one hundred was 437 00:25:33,280 --> 00:25:37,159 Speaker 1: based off the original Macintosh portable schematics, but it was 438 00:25:37,280 --> 00:25:43,360 Speaker 1: designed by Sony la gasp Sony helped miniaturize the components 439 00:25:43,400 --> 00:25:46,520 Speaker 1: that made the Macintosh portable so gush darn anti portable. 440 00:25:47,040 --> 00:25:50,440 Speaker 1: The power Book one hundred launched in ninete, and while 441 00:25:50,480 --> 00:25:53,920 Speaker 1: it wasn't a solely Apple design product, it did help 442 00:25:54,000 --> 00:25:58,520 Speaker 1: put Apple back on the right path. In the magazine 443 00:25:58,680 --> 00:26:01,639 Speaker 1: Macworld published in our icle written by Jerry Borrel that 444 00:26:01,720 --> 00:26:06,480 Speaker 1: had some troubling implications now, Borel cited an earlier interview 445 00:26:06,600 --> 00:26:11,320 Speaker 1: from n in which Apple executive Mike Spindler, the CEO, 446 00:26:11,520 --> 00:26:15,639 Speaker 1: who well at the time he was still under the CEO, 447 00:26:15,720 --> 00:26:18,080 Speaker 1: but he would become the CEO of the company, said 448 00:26:18,080 --> 00:26:21,440 Speaker 1: that they were investigating the possibility of licensing the Macintosh 449 00:26:21,520 --> 00:26:26,240 Speaker 1: operating system to other hardware manufacturers. Now, this was very 450 00:26:26,320 --> 00:26:28,639 Speaker 1: much the opposite of what Steve Jobs felt was the 451 00:26:28,760 --> 00:26:31,480 Speaker 1: right path for Apple when he was still there. From 452 00:26:31,520 --> 00:26:34,640 Speaker 1: its earliest incarnation, Apple had done its best to protect 453 00:26:34,640 --> 00:26:38,240 Speaker 1: its hardware and software. It had sued companies that put 454 00:26:38,240 --> 00:26:41,680 Speaker 1: out clones of the Apple two platform. But as Apple 455 00:26:41,800 --> 00:26:45,639 Speaker 1: and the market changed, so too did this philosophy. By 456 00:26:45,720 --> 00:26:48,479 Speaker 1: the early nine nineties, it sounded like Apple was interested 457 00:26:48,480 --> 00:26:51,359 Speaker 1: in making some cash by licensing the mac os to 458 00:26:51,520 --> 00:26:54,679 Speaker 1: other types of hardware. While the interest was there, Apple 459 00:26:54,760 --> 00:26:59,680 Speaker 1: didn't make a move to do this until John Scully 460 00:26:59,720 --> 00:27:04,920 Speaker 1: had left in ninete, replaced by Michael the Diesel Spindler 461 00:27:05,280 --> 00:27:07,760 Speaker 1: and I'm not making up that nickname, so the same 462 00:27:07,760 --> 00:27:10,479 Speaker 1: person who gave that interview in ninety one was now 463 00:27:10,560 --> 00:27:13,919 Speaker 1: running the company. In nine Apple made a big switch. 464 00:27:13,960 --> 00:27:18,479 Speaker 1: The company had depended upon Motorola produced microprocessors since nineteen 465 00:27:18,600 --> 00:27:22,119 Speaker 1: eighty three, when the failed Lisa computer had a Motorola 466 00:27:22,200 --> 00:27:25,280 Speaker 1: sixty eight thousand chip in it, But delays in manufacturing 467 00:27:25,320 --> 00:27:29,359 Speaker 1: a Motorola at Motorola rather meant that some of the 468 00:27:29,440 --> 00:27:32,119 Speaker 1: higher end computers in the early nineties they used the 469 00:27:32,160 --> 00:27:37,080 Speaker 1: Motorola sixty eight O four OH processors were launching behind schedule, 470 00:27:37,400 --> 00:27:41,560 Speaker 1: so Apple executives decided they would switch to a different CPU, 471 00:27:41,640 --> 00:27:43,880 Speaker 1: and there were a couple of different options available now. 472 00:27:43,920 --> 00:27:47,480 Speaker 1: The most popular and arguably the most powerful choice would 473 00:27:47,520 --> 00:27:51,840 Speaker 1: have been Intel, the company lead the pack in microprocessor technologies, 474 00:27:52,160 --> 00:27:55,800 Speaker 1: But rather than switched to Intel, Apple executives decided to 475 00:27:55,800 --> 00:27:59,359 Speaker 1: go with power PC. Starting in nine with the power 476 00:27:59,480 --> 00:28:03,440 Speaker 1: macintoh and perform A six series, the company began using 477 00:28:03,480 --> 00:28:07,520 Speaker 1: power PC chips as CPUs. John Scully would later admit 478 00:28:07,560 --> 00:28:09,359 Speaker 1: that it would probably would have been a better idea 479 00:28:09,400 --> 00:28:12,440 Speaker 1: to go with Intel from the start. After two thousand five, 480 00:28:12,600 --> 00:28:15,360 Speaker 1: that's exactly what Apple did, they switched from power PC 481 00:28:15,560 --> 00:28:20,720 Speaker 1: to Intel processors. But during this power pc era, there 482 00:28:20,720 --> 00:28:24,080 Speaker 1: were many different lines of Macintosh computers on the market, 483 00:28:24,520 --> 00:28:27,439 Speaker 1: all of them on the high end spectrum for computers. 484 00:28:27,880 --> 00:28:31,720 Speaker 1: Macintosh accounted for about seven percent of the overall market 485 00:28:31,720 --> 00:28:36,080 Speaker 1: share for desktop computers. There were some unauthorized Macintosh clones 486 00:28:36,119 --> 00:28:39,520 Speaker 1: being sold in various places, and Apple executives decided it 487 00:28:39,560 --> 00:28:42,880 Speaker 1: was better to make some money off of official, licensed 488 00:28:42,880 --> 00:28:46,320 Speaker 1: Mac clones than to see these unlicensed ones pop up 489 00:28:46,320 --> 00:28:49,200 Speaker 1: with no benefit to Apple. The company began to offer 490 00:28:49,280 --> 00:28:52,440 Speaker 1: up a license to the Macintosh ROMs and operating system 491 00:28:52,480 --> 00:28:56,760 Speaker 1: to other manufacturers. This gave Apple a quick jolt of cash, 492 00:28:57,040 --> 00:29:00,320 Speaker 1: but before long Apple began to regret this this vision 493 00:29:00,400 --> 00:29:04,440 Speaker 1: because other companies were able to make McIntosh compatible computers 494 00:29:04,600 --> 00:29:08,480 Speaker 1: using power PC based machines for less than the official 495 00:29:08,560 --> 00:29:12,280 Speaker 1: Macintosh computers on the market, so Apple was undercutting its 496 00:29:12,320 --> 00:29:15,160 Speaker 1: own sales in other words, because it was allowing these 497 00:29:15,160 --> 00:29:19,840 Speaker 1: other companies to make Macintosh compatible machines. Michael Spindler would 498 00:29:19,840 --> 00:29:24,040 Speaker 1: step down as CEO and nine During his time at 499 00:29:24,080 --> 00:29:26,680 Speaker 1: the HELM, he was rumored to have held discussions with 500 00:29:26,720 --> 00:29:30,360 Speaker 1: big companies about possibly selling Apple to a competitor like 501 00:29:30,480 --> 00:29:35,360 Speaker 1: IBM or Sun Microsystems, that obviously didn't happen. His replacement 502 00:29:35,480 --> 00:29:39,480 Speaker 1: was Gil Emilio, who was only CEO from ninety six 503 00:29:39,560 --> 00:29:43,800 Speaker 1: to Amelio wanted to address some of the big problems 504 00:29:43,880 --> 00:29:46,880 Speaker 1: left in the wake of Scully and Spindler, namely some 505 00:29:47,000 --> 00:29:50,320 Speaker 1: pretty public failures like the Apple Newton and the less 506 00:29:50,360 --> 00:29:54,320 Speaker 1: public but perhaps more impactful failure of an operating system 507 00:29:54,400 --> 00:29:57,800 Speaker 1: upgrade called Copeland and in a moment I will talk 508 00:29:57,960 --> 00:30:01,440 Speaker 1: more about this would be successor to the macOS known 509 00:30:01,480 --> 00:30:05,600 Speaker 1: as System seven. But first, let's take another quick break 510 00:30:05,720 --> 00:30:16,240 Speaker 1: to thank our sponsor. Okay. So, by the mid nineties, 511 00:30:16,320 --> 00:30:18,920 Speaker 1: it was clear that the Macintosh line was going to 512 00:30:19,000 --> 00:30:22,920 Speaker 1: need a new operating system. System seven, which was introduced 513 00:30:22,920 --> 00:30:25,920 Speaker 1: in was a good OS and had a lot of 514 00:30:26,000 --> 00:30:29,680 Speaker 1: useful features and support, but it was showing its age. 515 00:30:30,080 --> 00:30:33,160 Speaker 1: The original intent was to do a huge overhaul to 516 00:30:33,200 --> 00:30:35,200 Speaker 1: the operating system and come up with something that was 517 00:30:35,240 --> 00:30:39,400 Speaker 1: more future proofed. This project was called Copeland. It was 518 00:30:39,400 --> 00:30:42,960 Speaker 1: supposed to have several next generation features that would push 519 00:30:43,080 --> 00:30:46,840 Speaker 1: Macintosh into a new era of sophistication. It was born 520 00:30:46,960 --> 00:30:49,640 Speaker 1: out of a practice Apple was following that has the 521 00:30:49,680 --> 00:30:55,000 Speaker 1: informal name of blue or pink. During brainstorming sessions, developers 522 00:30:55,040 --> 00:30:58,760 Speaker 1: would propose upgrades to existing operating systems features that they 523 00:30:58,800 --> 00:31:01,240 Speaker 1: thought it should have. So ideas that were considered to 524 00:31:01,280 --> 00:31:04,720 Speaker 1: be relatively easy to implement would go on blue cards. 525 00:31:05,040 --> 00:31:07,320 Speaker 1: Ideas that were a little more difficult and perhaps a 526 00:31:07,360 --> 00:31:10,800 Speaker 1: bit further off would go on Pink cards. Ideas that 527 00:31:10,800 --> 00:31:14,080 Speaker 1: were really tricky but considered to be worth doing would 528 00:31:14,120 --> 00:31:17,600 Speaker 1: go down on Red cards. Then developers would essentially divide 529 00:31:17,640 --> 00:31:19,640 Speaker 1: up into a couple of teams the Blue team would 530 00:31:19,680 --> 00:31:22,600 Speaker 1: go to work on the near term upgrades to whatever 531 00:31:22,760 --> 00:31:25,800 Speaker 1: operating system they were working on. The Pink team would 532 00:31:25,840 --> 00:31:29,520 Speaker 1: concentrate on something a bit more revolutionary. Copeland started out 533 00:31:29,600 --> 00:31:33,000 Speaker 1: as a Pink Team project. However, as time went on, 534 00:31:33,160 --> 00:31:35,959 Speaker 1: managers began to pull ideas from the Red cards and 535 00:31:36,000 --> 00:31:39,080 Speaker 1: put them in with the Pink team's plans. So this 536 00:31:39,120 --> 00:31:42,360 Speaker 1: is another case of feature creep, something Apple had struggled 537 00:31:42,400 --> 00:31:45,360 Speaker 1: with many times in its past. As new features were 538 00:31:45,360 --> 00:31:48,600 Speaker 1: added to the specs of the operating system, the development 539 00:31:48,640 --> 00:31:52,280 Speaker 1: time grew longer and the project fell further behind schedule. 540 00:31:52,520 --> 00:31:56,600 Speaker 1: After gill Emilio replaced Michael Spindler as CEO, he brought 541 00:31:56,640 --> 00:32:00,400 Speaker 1: on Ellen Hancock from National Semiconductor to come men and 542 00:32:00,440 --> 00:32:03,160 Speaker 1: review the operating system in development to see if it 543 00:32:03,200 --> 00:32:06,520 Speaker 1: was actually close to where it needed to be. Hancock 544 00:32:06,840 --> 00:32:10,160 Speaker 1: did a full review and she concluded that the operating 545 00:32:10,160 --> 00:32:13,040 Speaker 1: system was in a total shambles. She said that while 546 00:32:13,120 --> 00:32:17,360 Speaker 1: parts of the development process were fairly well along, others 547 00:32:17,360 --> 00:32:20,160 Speaker 1: were lagging way behind, and there was little hope that 548 00:32:20,240 --> 00:32:23,400 Speaker 1: all these various pieces would be able to come together 549 00:32:23,520 --> 00:32:28,000 Speaker 1: into a cohesive operating system. Amilio was then left in 550 00:32:28,000 --> 00:32:30,840 Speaker 1: a really bad position. The company had put a ton 551 00:32:30,960 --> 00:32:34,000 Speaker 1: of effort into developing this new operating system, and it 552 00:32:34,240 --> 00:32:37,080 Speaker 1: just wasn't where it needed to be. He made the 553 00:32:37,120 --> 00:32:40,960 Speaker 1: call to purchase a new operating system rather than continued 554 00:32:41,000 --> 00:32:44,360 Speaker 1: down the path of trying to develop Copeland. His decision 555 00:32:44,440 --> 00:32:49,160 Speaker 1: led him to purchase a fledgling computer company called Next. Now, 556 00:32:49,200 --> 00:32:51,080 Speaker 1: this was a company that been founded by a very 557 00:32:51,120 --> 00:32:55,880 Speaker 1: special person. That person was Steve Jobs. Emilio announced that 558 00:32:55,920 --> 00:32:59,680 Speaker 1: Apple would acquire Next and that Jobs himself would come 559 00:32:59,720 --> 00:33:03,280 Speaker 1: over to Apple in an advisory position. Amelio made this 560 00:33:03,320 --> 00:33:06,920 Speaker 1: move in an effort to right the corporate ship. Jobs 561 00:33:06,920 --> 00:33:09,520 Speaker 1: would end up contacting the Board of directors and he 562 00:33:09,720 --> 00:33:13,520 Speaker 1: argued that Amelio should be removed as CEO, that Apple 563 00:33:13,600 --> 00:33:15,800 Speaker 1: was on the verge of collapse and that a series 564 00:33:15,840 --> 00:33:19,200 Speaker 1: of bad decisions made by the last three CEOs had 565 00:33:19,200 --> 00:33:22,480 Speaker 1: put the company in a terrible position. The board agreed 566 00:33:22,560 --> 00:33:25,800 Speaker 1: with Jobs. They removed Amelio, and then Jobs took over 567 00:33:25,840 --> 00:33:29,920 Speaker 1: as interim CEO. He would become the official CEO of 568 00:33:29,960 --> 00:33:34,080 Speaker 1: Apple by two thousand. Jobs made some really big changes 569 00:33:34,320 --> 00:33:37,400 Speaker 1: soon after his arrival, which included canceling a lot of 570 00:33:37,400 --> 00:33:41,000 Speaker 1: projects that were in development. And also firing people. It 571 00:33:41,080 --> 00:33:44,400 Speaker 1: was around this time that the term getting jobs emerged, 572 00:33:44,480 --> 00:33:46,560 Speaker 1: meaning you didn't want to find yourself alone in a 573 00:33:46,640 --> 00:33:48,960 Speaker 1: room with Steve Jobs for fear of getting fired on 574 00:33:49,000 --> 00:33:52,560 Speaker 1: the spot. Jobs called for an end of the licensing 575 00:33:52,600 --> 00:33:56,280 Speaker 1: program for Macintosh technologies. He wanted to see no more 576 00:33:56,360 --> 00:34:00,440 Speaker 1: Mac clones on the market, and he wanted everything to 577 00:34:00,560 --> 00:34:04,040 Speaker 1: fall fully under the control of the company. Again, no 578 00:34:05,080 --> 00:34:07,920 Speaker 1: version of Macintosh should ever come from anyone other than Apple, 579 00:34:08,440 --> 00:34:11,120 Speaker 1: and while Apple developers continue to go down the legacy 580 00:34:11,160 --> 00:34:14,439 Speaker 1: operating system route for a couple of versions, Jobs helped 581 00:34:14,480 --> 00:34:18,319 Speaker 1: foster in the mac os ten build, sometimes called mac 582 00:34:18,360 --> 00:34:22,680 Speaker 1: os X because it's Roman numeral ten. This introduced many 583 00:34:22,680 --> 00:34:26,600 Speaker 1: of the features that were originally promised in Copeland, so 584 00:34:26,640 --> 00:34:28,840 Speaker 1: it wasn't exactly the same as the one that was 585 00:34:28,880 --> 00:34:30,800 Speaker 1: in development, but it had a lot of the elements 586 00:34:31,360 --> 00:34:34,160 Speaker 1: that were in development from a few years back. Jobs 587 00:34:34,160 --> 00:34:37,839 Speaker 1: even presented at a Macworld conference and he included a 588 00:34:37,880 --> 00:34:42,440 Speaker 1: live streamed message from the rival, you know, the the 589 00:34:42,480 --> 00:34:46,680 Speaker 1: anti Apple, the big adversary, Bill Gates, keeping in a 590 00:34:46,760 --> 00:34:48,839 Speaker 1: mind that Apple and Microsoft had had a very long 591 00:34:48,880 --> 00:34:53,680 Speaker 1: relationship with each other, sometimes adversarial, but Bill Gates live 592 00:34:53,760 --> 00:34:57,680 Speaker 1: streamed a presentation at Macworld, and he announced that he 593 00:34:57,760 --> 00:35:00,680 Speaker 1: was making a one fifty million dollar our investment in 594 00:35:00,719 --> 00:35:05,120 Speaker 1: Apple on behalf of Microsoft, which got a rousing round 595 00:35:05,160 --> 00:35:08,040 Speaker 1: of booze from the crowd, who were all very much, 596 00:35:08,800 --> 00:35:14,879 Speaker 1: very passionate Apple supporters and thus a little biased against Microsoft. 597 00:35:15,360 --> 00:35:19,200 Speaker 1: Apple introduced an all in one computer called the iMac. 598 00:35:19,440 --> 00:35:23,400 Speaker 1: The iMac represented a return to Apple's focus on home users. 599 00:35:23,920 --> 00:35:27,040 Speaker 1: It was aesthetically pleasing, it was available in various colors 600 00:35:27,040 --> 00:35:30,400 Speaker 1: after its initial launch, and it seemed to go back 601 00:35:30,440 --> 00:35:32,880 Speaker 1: to what set Apple apart in the first place, this 602 00:35:33,000 --> 00:35:36,640 Speaker 1: idea of a friendly looking machine that's meant for the 603 00:35:36,680 --> 00:35:42,120 Speaker 1: average person, not something that is cold and calculating or intimidating. 604 00:35:42,600 --> 00:35:46,640 Speaker 1: The iMac also adopted universal standards like USB and got 605 00:35:46,719 --> 00:35:49,239 Speaker 1: rid of those proprietary connectors Apple I've been using for 606 00:35:49,280 --> 00:35:53,080 Speaker 1: more than a decade. So that bus that Apple had developed, 607 00:35:53,120 --> 00:35:56,440 Speaker 1: which was useful for the Macintosh, was abandoned for the 608 00:35:56,520 --> 00:36:03,000 Speaker 1: more standardized universal Cereal bus. The USB in Apple retired 609 00:36:03,040 --> 00:36:07,000 Speaker 1: the Macintosh name when it discontinued the Power Macintosh. That 610 00:36:07,080 --> 00:36:09,880 Speaker 1: was the last machine to actually be called a Macintosh 611 00:36:10,000 --> 00:36:12,640 Speaker 1: from that point forward. The computers in this line were 612 00:36:12,640 --> 00:36:16,239 Speaker 1: just referred to as MAX, not Macintosh Is. A couple 613 00:36:16,280 --> 00:36:19,040 Speaker 1: of years later, Max began to include hardware that had 614 00:36:19,080 --> 00:36:24,040 Speaker 1: been standard in BCS for a while, like CD rewriteable drives, 615 00:36:24,440 --> 00:36:26,200 Speaker 1: so those are optical drives that would allow you to 616 00:36:26,200 --> 00:36:29,680 Speaker 1: write data to c d s. Until about two thousand 617 00:36:29,719 --> 00:36:32,840 Speaker 1: two thousand one, you couldn't find that in MAX. And 618 00:36:32,880 --> 00:36:36,279 Speaker 1: then Apple also began including DVD drives on machines. The 619 00:36:36,320 --> 00:36:39,280 Speaker 1: Mac was now getting position not just as a computer, 620 00:36:39,880 --> 00:36:43,960 Speaker 1: but as a media device. This also helped boost sales 621 00:36:44,160 --> 00:36:47,480 Speaker 1: and launches of other products like the iPod and iTunes. 622 00:36:47,800 --> 00:36:52,400 Speaker 1: Helped even more because Apple products worked really, really well together, 623 00:36:53,120 --> 00:36:55,719 Speaker 1: and now you could get Apple devices to communicate with 624 00:36:55,760 --> 00:36:59,080 Speaker 1: stuff made from other manufacturers, but the experience was never 625 00:36:59,120 --> 00:37:01,680 Speaker 1: as seamless or easy. A good example of this is 626 00:37:01,719 --> 00:37:05,080 Speaker 1: iPods and iTunes. I had an iPod, I did not 627 00:37:05,200 --> 00:37:08,000 Speaker 1: have a Mac, and I found it really frustrating to 628 00:37:08,239 --> 00:37:12,640 Speaker 1: update my iPod to transfer music over the iTunes build 629 00:37:12,640 --> 00:37:16,279 Speaker 1: for Windows just didn't work as well as what I 630 00:37:16,360 --> 00:37:18,839 Speaker 1: kept hearing about, because again I didn't have a Mac. 631 00:37:18,880 --> 00:37:21,400 Speaker 1: I finally got a Mac and then the experience was 632 00:37:21,400 --> 00:37:24,279 Speaker 1: incredible and I realized, oh, this is a very nice 633 00:37:24,320 --> 00:37:26,719 Speaker 1: design approach where you make sure that all of your 634 00:37:26,719 --> 00:37:31,000 Speaker 1: stuff works seamlessly, and maybe you make sure it doesn't 635 00:37:31,040 --> 00:37:34,839 Speaker 1: work quite as well if you're using other people's stuff. 636 00:37:35,280 --> 00:37:39,080 Speaker 1: I can't say for certain that the decisions were conscious 637 00:37:39,120 --> 00:37:42,440 Speaker 1: to make that happen, or that it all was purposeful, 638 00:37:43,239 --> 00:37:46,320 Speaker 1: but it was certainly convenient and in favor of Apple 639 00:37:46,480 --> 00:37:49,080 Speaker 1: because it meant that you were much more likely to 640 00:37:49,120 --> 00:37:52,640 Speaker 1: go with a full Apple ecosystem because everything just worked 641 00:37:52,640 --> 00:37:55,359 Speaker 1: with each other, as opposed to mixing and matching where 642 00:37:55,360 --> 00:37:58,680 Speaker 1: things may not work so smoothly. Oh and Jobs also 643 00:37:58,760 --> 00:38:02,720 Speaker 1: oversaw the transition for power PC machines to Intel powered 644 00:38:02,760 --> 00:38:07,440 Speaker 1: Mac computers, and to this day Mac uses Intel chips. 645 00:38:07,480 --> 00:38:10,880 Speaker 1: So that's kind of how Apple survived the PC wars. 646 00:38:11,000 --> 00:38:14,760 Speaker 1: For a really long time. The company was just largely 647 00:38:15,160 --> 00:38:19,560 Speaker 1: dependent upon a proven but aging technology in the form 648 00:38:19,600 --> 00:38:23,760 Speaker 1: of the Apple two platform. It's it's hard to stress 649 00:38:23,840 --> 00:38:27,400 Speaker 1: how important the Apple two was to Apple the company. 650 00:38:27,480 --> 00:38:32,000 Speaker 1: Without the Apple two platform and it's long long life 651 00:38:32,000 --> 00:38:35,560 Speaker 1: cycle and the fact that it was relevant or managed 652 00:38:35,560 --> 00:38:38,959 Speaker 1: to remain relevant for so long, Without that, Apple would 653 00:38:39,000 --> 00:38:43,439 Speaker 1: not have lasted because it was really putting its neck 654 00:38:43,440 --> 00:38:48,719 Speaker 1: out with some high risk projects like Lisa and the 655 00:38:48,760 --> 00:38:53,680 Speaker 1: Apple three that ultimately failed. Without that Apple to safety net, 656 00:38:53,960 --> 00:38:56,160 Speaker 1: the company probably would not have existed. It wouldn't have 657 00:38:56,160 --> 00:38:58,120 Speaker 1: it wouldn't have lasted, and all we would have at 658 00:38:58,160 --> 00:39:01,680 Speaker 1: this point would be IBM compare doable windows based machines 659 00:39:01,880 --> 00:39:04,440 Speaker 1: after the Apple two platform is all about leaning heavily 660 00:39:04,560 --> 00:39:08,720 Speaker 1: on high end, high profit margin computers in the Macintosh era, 661 00:39:08,960 --> 00:39:11,560 Speaker 1: which ended up being unsustainable in the long run and 662 00:39:11,640 --> 00:39:15,000 Speaker 1: nearly led to the company's collapse. Only when Steve Jobs 663 00:39:15,040 --> 00:39:17,520 Speaker 1: came back and laid down the law did the company 664 00:39:17,600 --> 00:39:20,799 Speaker 1: seem to get its footing again. Would Apple have survived 665 00:39:21,000 --> 00:39:24,799 Speaker 1: without Steve Jobs returning to the company, Well, it's hard 666 00:39:24,840 --> 00:39:27,960 Speaker 1: to say, because obviously we can only see what has happened, 667 00:39:28,000 --> 00:39:31,319 Speaker 1: not what would have happened. But Jobs certainly had a 668 00:39:31,400 --> 00:39:34,960 Speaker 1: major impact on the performance of Apple, even if it 669 00:39:35,080 --> 00:39:39,520 Speaker 1: was just through what people called his reality distortion field. Today, 670 00:39:39,800 --> 00:39:46,879 Speaker 1: Apple is an insanely successful and valuable company. It's constantly 671 00:39:47,000 --> 00:39:50,239 Speaker 1: right there on the verge of becoming a trillion dollar company, 672 00:39:50,239 --> 00:39:52,959 Speaker 1: But there were times in its history when it could 673 00:39:52,960 --> 00:39:56,320 Speaker 1: have joined the ranks of Commodore or Tandy or Atari. 674 00:39:56,960 --> 00:39:59,160 Speaker 1: It's kind of amazing it survived long enough to become 675 00:39:59,200 --> 00:40:02,200 Speaker 1: the powerhouse that is now, and also amazing that much 676 00:40:02,200 --> 00:40:04,960 Speaker 1: of its success is due to stuff that isn't a 677 00:40:04,960 --> 00:40:07,960 Speaker 1: computer at all, like the iPod or the iPhone or 678 00:40:08,000 --> 00:40:12,960 Speaker 1: the iTunes suite. That's pretty phenomenal. In our next episode, 679 00:40:12,960 --> 00:40:16,200 Speaker 1: i'll explore how IBM got into the personal computer market 680 00:40:16,520 --> 00:40:19,080 Speaker 1: and why the company made the decision to get out 681 00:40:19,120 --> 00:40:21,759 Speaker 1: of it. We'll also learn how tons of companies were 682 00:40:21,760 --> 00:40:25,279 Speaker 1: able to create machines that emulated IBM's design and to 683 00:40:25,360 --> 00:40:28,319 Speaker 1: find the PC market as it stands today. If you 684 00:40:28,360 --> 00:40:32,160 Speaker 1: guys have suggestions for future topics of tech stuff, maybe 685 00:40:32,200 --> 00:40:34,560 Speaker 1: there's something you would like an update on something I've 686 00:40:34,560 --> 00:40:37,200 Speaker 1: covered in the past but has changed since the last 687 00:40:37,200 --> 00:40:40,160 Speaker 1: time I covered it. Maybe there's a brand new technology 688 00:40:40,280 --> 00:40:42,520 Speaker 1: or a company or a person in tech that you 689 00:40:42,560 --> 00:40:44,960 Speaker 1: think I should cover. Or maybe there's someone you would 690 00:40:45,000 --> 00:40:47,080 Speaker 1: like me to interview or have on as a guest host. 691 00:40:47,360 --> 00:40:49,160 Speaker 1: You need to let me know. Send me an email. 692 00:40:49,280 --> 00:40:53,239 Speaker 1: The address is tech stuff at how stuff works dot com, 693 00:40:53,360 --> 00:40:55,520 Speaker 1: or you can drop me a line on Facebook or 694 00:40:55,640 --> 00:40:58,600 Speaker 1: Twitter to handle at both of those is text Stuff 695 00:40:58,800 --> 00:41:02,160 Speaker 1: HSW make sure you follow us on Instagram. Check out 696 00:41:02,200 --> 00:41:04,239 Speaker 1: all the behind the scenes stuff going on over there. 697 00:41:04,719 --> 00:41:08,479 Speaker 1: And remember you can watch me record podcasts live every 698 00:41:08,520 --> 00:41:12,480 Speaker 1: Wednesday and Friday, or I shouldn't say every nearly every 699 00:41:12,520 --> 00:41:16,680 Speaker 1: Wednesday and Friday. Just go to twitch dot tv slash 700 00:41:16,719 --> 00:41:19,239 Speaker 1: tech stuff. You can jump into the chat room and 701 00:41:19,360 --> 00:41:21,319 Speaker 1: chat with other fans and chat with me as well, 702 00:41:22,000 --> 00:41:30,840 Speaker 1: and I will talk to you again really soon for 703 00:41:30,960 --> 00:41:33,279 Speaker 1: more on this and thousands of other topics. Because it 704 00:41:33,360 --> 00:41:44,240 Speaker 1: has staff works dot com