MacCPU café: At Last Steve Really Does Think Different!

I remember reading, a couple of years ago, about how someone at Apple convinced the Board of Directors to modify the memory slots on Macintosh computers. It was such a good story that it may not matter a whit just how true it is.

It seems that someone within the company was trying to show how hard it was to install memory in a Mac. And took a computer to a Board of Directors meeting to demonstrate his point. No one on the Board had any idea how to install memory because none of them actually used Macs or had ever opened one. The advocate of the change showed them how difficult it was to remove or install memory. And so it happens, the Board tore their fingers up, just as all of us who actually used Macs had been doing for years. After a vote, the decision was made to change the memory slots and that's where the little plastic thingies at the end of each memory slot came from.

The story makes interesting telling because it illustrates a major, occasionally life-threatening, flaw of Apple. Apple is and always has been a product-oriented company. You can go to MacWorld and see all the little Apple bunnies dancing around like the Mouse characters at Disney World, touting all the wonderful features of the latest and greatest from Apple. I remember it with the 8500 when they came out. Great machine. You just couldn't buy one. And with the 5300, that was a disaster if there ever was. And the little Apple bunnies kept dancing. I can't think of anyone at Apple who has ever suggested an orientation to the needs of the customer.

Steve Jobs has hit a bunch of home runs in the last three years. But remember MacWorld Boston where he showed up with a Toshiba under his arm and announced he was going to save the day at Apple. Am I the only person in the world who watched with great skepticism? How many members of Apple's Board today actually use Apple computers? Or could install memory in one?

I know of one.

Art Levinson carries around all the credentials every Apple Board of Directors member has always had in abundance. Yea, he's a PHD and highly successful and runs a giant company and all of the other stuff. If you tallied up all his accomplishments, you would have a document the size of the Hialeah phone directory. Big deal. That's why people are nominated to the board of any company. But I can remember, not all that long ago, when Apple's Board of Directors was made up of a bunch of violinists who thought their job was to rubber stamp every decision the CEO made. And during the Dark Years, they fiddled as Apple burned.

I read all the bumph posted on the web about his appointment to the Apple Board. At best it was lightweight fluff about how maybe it means Apple is starting some new thrust into the Scientific Community. Huh? I didn't even know that was a big market, much less one in which Apple holds some significant competitive advantage.

All the Apple commentary sites are wrong. What Art Levinson is bringing to Apple isn't his business skill. Art Levinson is actually a Macintosh user. He thinks like a customer, not a vendor. And with any luck that will have a lot of impact on Apple's future.

If you look at Apple's Board, everybody's a vendor. Do you really expect Larry Ellison of Oracle to understand the needs of Mac users? Or Bill Campbell formerly CEO of Intuit who announced no more new software for Macs? Or Milliard Drexler of the Gap?

Art Levinson called a few years ago to order a product. He uses Macs. He's intelligent, nice to deal with, understands his needs and is willing to listen to advice about what to get. In short, the ideal Mac customer. Over the years, we sold him stuff several times and it was always the same. He picked up the phone, he talked to you and he ordered the product. And then he installed it.

Steve Jobs pulled Apple out of the grave and no one can take that away from him. Some of his stuff, like the Cube and the iMac is as good as anything ever made by any computer company. But don't hold your breath waiting for him to to listen to your opinion. He doesn't care. Managers in baseball usually hate home run hitters. Because all too often they lead in strikeouts as well.

Apple needed a Macintosh user on the board. Business Typhoons they already have in abundance. Sure, Art has all the credentials everyone else has. But he knows Macs from your perspective and that's a first. He adds balance to the board.

Barbara emailed Art to congratulate him on his appointment. (She's that kind of person). She was genuinely pleased for him. Art emailed her back in three minutes. (He's that kind of person). He was amazed that Barbara remembered him (as if she would forget the CEO of a Fortune 500 company that 1) uses a Mac and 2) actually communicates like a real person. And Barbara was double-thrilled that he actually remembered her!).

Art Levinson is not the kind of friend you forget. You as a Macintosh customer now have a Macintosh user on the Board at Apple. And a friend.

Bob Moriarty
MacCPU café
August 16, 2000