Interesting Apple analysis in the Sunday Times this week from the always-provocative Randall Stross. His thesis: That Apple has an unprecedented opportunity to gain on Windows while Vista is stinking up the joint — and they’re blowing it.
If you’re the owner of a Windows PC who is looking for a replacement computer, the choices are grim. You can step into the world of hurt that is Vista, the latest version of Microsoft Windows that was released in January. Or you can seek out a new machine that still comes loaded with the comparatively ancient Windows XP.
Maybe, you might say, the moment has arrived to take a look at the Mac. You can easily order one online, of course. But if you’d like to take a test-drive before you commit, odds are that you’ll have to look far and wide for a store that sells it. The Mac’s presence in the retail world remains limited, a shame given the rare opportunity for Apple to gain market share that opened up when Vista arrived.
In a lot of ways, this is a golden era to be a Mac owner and for Apple. With 185 fantastic retail stores worldwide, we can just walk in the door and see every product and service for Mac, iPod and iPhone in one place. But on the other hand, if you walk into any computer store in America, you’re way more likely to see HP, Sony, Toshiba, Lenovo and Acer machines on displays than anything from Apple other than the iPod. Mac sales are up right now — considerably so — but Macs are still niche and seem poised to remain there. It’s a terribly tricky problem, though. Part of Apple’s problems in the mid-’90s happened because of the company’s prominent place in mainstream stores — and thoroughly mediocre product and sales methods to match.
Is there an answer here that makes the Mac mainstream? I can’t see it. What say you?
Pete Mortensen is a design strategist for consulting firm Jump Associates and the co-author of Wired to Care: How Companies Prosper When They Create Widespread Empathy, a book and blog that are significantly more interesting than you might initially think. Pete’s particular Apple avocations are both around design–interface and industrial. Follow him on Twitter!
