During the last year, I’ve spent a lot of time in this space discussing some of the “generic” facets of personal computing - digital video, audio, and photography, printing, scanning, modems, email, and the like - that aren’t dependent upon the computer platform you’ve chosen to use. If you’re a regular reader, you’ve undoubtedly noticed that my platform of choice is Macintosh. To start my “second season” in this space, I’m going to spend some time telling you why I use a Mac.

Remember that there are basically three parts to any computer system – hardware (processor, enclosure, monitor, hard drive); system software (Windows, Mac OS X, Unix); and “third-party” applications (Quicken, Office, Photoshop). How each part integrates and interacts with the other determines the quality of the computing experience.

Why do Macs “just work”? On the surface it’s a simple statement, but the underlying reason is the complex and virtually seamless integration of software and hardware that is not found anywhere else in the computer business. Apple designs the enclosures, monitors and hardware configurations, writes the system software and integrated applications (iMovie, iTunes, iPhoto, etc.), and, along with its partners IBM and Motorola, creates the processors and chipsets, all with the singular purpose of building a unified computing experience.

In the past, serious computer geeks derided Apple’s approach as being too proprietary, a closed system that didn’t allow for enough choice in system components. The geek concept of the computer as a “technology Tinker Toy” is relevant if your end goal is to be a “mechanic” – but what if you just want to “drive the car”? Sticking with the automotive analogy, think of the “Frankenstein’s Monster” you’d create by trying to build a car with a Ford drive train, a Chevy chassis, and a Nissan engine. As a side note, today’s Macs are built to be expandable and compatible with industry-standard PC hardware. I recently added a new hard drive to my Mac tower – purchased off-the-shelf at Staples. I opened my tower, plugged in the drive, and when I restarted, the drive was there on the Desktop for me to use. No driver installations, no configuration Wizards – it “just worked”.

Apple’s model results in compatibility, consistency, rapid innovation, and accountability. Apple and third-party Mac hardware and software developers design for the unified system, not for different versions of the operating system with different capabilities. They don’t accommodate dozens of computer manufacturers whose only competitive (and innovative) edge is building the cheaper box with cheaper parts. Apple can bring innovation to market faster, and if something’s not working the way it should, there’s one phone call, not a frustrating infinite loop of “he-said, she-said” passing of the tech support buck.

Ironically (almost comically), Microsoft, in their tradition of “innovation by mimicry”, has acknowledged that Apple’s model is the better way. Microsoft and HP recently collaborated on a “concept” computer system called “Athens”. Here’s what Bill Gates and the Athens developers said: “The hardware industry and Microsoft are leading the next wave of PC development by creating unprecedented levels of synergy between hardware and software…the result will be innovative products that improve the way our customers work, communicate, learn and are entertained. The Athens PC prototype is just one example of the amazing things that are possible when hardware and software companies collaborate deeply on new designs."

Hmmm. Aside from the fact that Athens bears a striking resemblance (both physically and in its headline features) to the three-year old PowerMac G4 Cube and Apple Cinema Display, doesn’t it sound like Mr. Gates has just described the Apple model? Wow, me and Bill Gates agree? Good for him.

© 2003 Peter F. Zimowski