Apple finally made official what many of us have suspected forsometime. They cancelled the Cube, the little G4 that couldn’t. I wasamazed by the Cube when it was first released, and I still think it is abeautiful machine with a role as a niche product. But in its goal to expandits user base through new models and retail locations, Apple cannot affordto cater to a niche market. It costs money to maintain a product line andsometimes it is better just to suck up the development costs and kill a slowproduct than to let it go on draining the treasury.
Apple finally made official what many of us have suspected forsometime. They cancelled the Cube, the little G4 that couldn’t. I wasamazed by the Cube when it was first released, and I still think it is abeautiful machine with a role as a niche product. But in its goal to expandits user base through new models and retail locations, Apple cannot affordto cater to a niche market. It costs money to maintain a product line andsometimes it is better just to suck up the development costs and kill a slowproduct than to let it go on draining the treasury.
So what now? Apple is going to revert back to a four-corner productstrategy. This was the keystone of the Apple Computer that Steve Jobsrebuilt when he returned as an interim CEO. When he took the CEO job fulltime, his vision became a little clouded. He saw the beautiful Cube inmock-ups and had to produce it. But it violated the four-corner strategy,was never successfully integrated into the market and had to be removed. Sonow we will have two lines: consumer and professional. Each line will havetwo models, a desktop and a portable. For the pro user, the G4 tower andPowerBook. For the consumer, the G3 iMac and iBook.
But wait, what about all the rumors we have been hearing about a newportable from Apple, what about the long rumored iMac with a 17-inch screen? How will these fit into a four-corner strategy? Easily! Just as the pro line has variations in a single product, so will the consumer line. Sure, the iMaccame in different chip speeds and even different hard drive sizes, with moreor less RAM. It even came in different colors. But those variations aren’tenough to fill the price and feature gap between the best of the consumerline and the cheapest of the professional line.
The answer is offering real options. The iBook will come in two sizes,the smaller has been released and a slightly larger model will sport the14.1-inch screen size of the old Pismo. Viola, the Son of Pismo concept becomesan iBook option that helps fill in the price gap between the US$1799 combodrive iBook and the US$2699 PowerBook G4 400 MHz. If it is dressed classily,like the current iBook, it can sell well in the business market as well, anarea Apple is trying to expand.
The iMac will be released with a smaller, less expensive LCD, at 14 or 15-inchesand a slightly larger model will fill the gap with a 17-inch LCD. Think aboutit, if Apple can offer a 17-inch LCD monitor at US$999 and they can offer an iMacat US$899 they can put the two together and sell it for US$1899 or perhaps evenless. This is the original price of the Cube and could be marketed to thatsame segment. And unlike the original Cube, which required another US$500investment in a monitor, this new, larger iMac would have the LCD screenthere already. The turnkey package also means less maintenance and inventorytracking issues for companies and schools. Thus it caters to markets Appleis trying to develop.
Think about the advantages to this four-corner strategy versus having 6distinct products in three lines (consumer, business, pro). Marketing would onlyhave to spend money advertising four models. The Apple store can offer aconsumer and professional area of their store with all the variationsdisplayed under four broad product banners. Apple can offer a computer fromUS$900 up to US$4,000, to fit every need. And there would not be any more workto do on inventory than there is today. Make all the drive options, harddrive sizes and RAM amounts build to order; only stock different sizes ofscreen and speed of processor in the channel. With retail locations, Applecan quickly swap out a drive or RAM module to fit the customer’s specificneeds, offer more variations in price and features and cut inventoryproblems.
Is this what is going to happen? One can only speculate, but I wouldnot be surprised to see the professional line go though a similar change,although the professional desktop, without built in monitor, would not beaffected. However, if Apple does go with this strategy of different screensizes as a main distinction on iMac and iBook lines, look for it in the nextrevision of the PowerBook as well. There could be a lightweight model with asmaller screen introduced, or a heavier model with faster processor, dualprocessor and even larger screen. But as a way to sell computers it makes alot more sense than stocking three different optical drives, different RAMallotments and different hard drive sizes. It is a difference people can seeand something that matters more in the consumer line than 10 GB of drivespace or 20 GB.