#9593 - Part 9 - Jean MAAS
@ Xavier COMHAIRE (#6703) [Mactivity 12/95]
@ Pierre Bourdoux (#7171) [Mactivity 12/95]
@ Didier Coenraets (#1852) [Mactivity 11/95]
@ Luc Hochart (#7235) [Mactivity 01/96]
Concerne: Apple Inc. croit-elle être assez connue?
Concerne: Apple se vend mal: la publicité, les
manuels
Concerne: Apple - dynamisme commercial -
Toutes ces récentes contributions résument à mon sens un terrible divorce entre les responsables de Apple Computer (Apple USA comme Apple Benelux) et nous, les utilisateurs de ces formidables machines. Au lieu de concentrer tous leurs efforts marketing sur les grands comptes des sociétés, où certes les marges (en %) sont meilleures, mais où l'avenir est trop incertain (quel responsable informatique voudra investir en un parc de Mac plutôt que en du Windows?), Apple ferait mieux de se renforcer dans ses points forts: le desktop publishing, l'éducatif et surtout le home computer et en particulier les gens qui effectuent un premier achat de PC.
Intéressant de lire à ce sujet un commentaire sur Apple dans une brochure destinée à des investisseurs:
Apple Computer vu par un gestionnaire de fortune allemand:
<< We view the current Apple/IBM relationship
somewhat askance. Considering that IBM and Apple both
had the opportunity to set the entire world market
for PC Computers, it is amazing that even now they
have yet to reach anywhere near the potential of the
huge technical and production resources that mainframes
built. We do not believe that current mainframe figures
will maintain themselves past a certain point. The
reason is that many companies have put off adding to,
or replacing their mainframes because networking and
LAN applications were sounding so appealing. The current
backlog in mainframe Computers that IBM is experiencing
may prove to be more of a temporary situation rather
than an ongoing.
Apple on the other hand has introduced its new
Power PC's and they incorporate an excellent chip.
Apple has always been more user friendly than Windows
Operating System, but they are almost a billion US
dollars behind in back orders. Why? Somebody miscalculated
and did not order sufficient components to keep up
with orders. It makes one wonder whether they use their
own technology to plot their business future.
Prospective customers don't want to wait once they
have made a buy decision. Unless they have a definitive
reason, e. g. Graphic Arts/publishing where Apple has
always enjoyed a strong allegiance. Many other purchasers
are turning to a PC of one make or another. Windows
95 and Windows N.T. will have a definite effect on
these companies. It is also incredible that Apple have
steadfastly refused to licence the technology of their
product to other PC manufacturers, the base of the
entire industry once you appreciate that ease of hardware
use is only the first stage of the industry. The continued
development of Software is the foundation of the future.
If the major number of PC's on the market use Microsoft
and Intel Software and chips, developers are not going
to risk millions on development of programs that may
be part of a failing concept.
IBM have tied up with Lotus and that's fine, but
the former Lotus boss left; the Notes program is excellent,
however IBM continue to push their O.S.2/Warp, not
the Mac OS and the costly common developments with
Apple at Taligent and Kaleida. We believe they will
have to cease and join the rest of the market.
Watching Apple decline to about 8 % of the Global
market is very sad. Excellent product, arrogant, and
perhaps complacent management makes for a case study
in some future Business Administration course. >>
La conclusion de l'auteur de ce commentaire est de vendre des actions Apple Computer et IBM pour acheter des actions Microsoft et Intel.
Terrible comme jugement d'un froid calculateur externe.
Pourquoi les dirigeants de Apple n'ont-ils pas plus confiance en leurs produits? Une confiance comme celle que nous, utilisateurs privés avons en notre machine préférée! Mais pour cela ils devraient d'abord s'intéresser à leurs clients, nous, les utilisateurs.
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