On June 25th, Bill Gates traveled to Capitol Hill to meet with leaders of the Department of Homeland Security. Two days later, Homeland Security signed a $90 million deal with Microsoft for server and desktop software. Ironically, on July 16th, yet another critical security flaw affecting nearly every version of the Windows operating system was discovered -- including Windows Server 2003, the first product to be sold under Microsoft's so-called Trustworthy Computing initiative. I’m sure sleeping better at night knowing that Microsoft is protecting the digital secrets of Homeland Security.

Every so often a news story surfaces that starts the Apple Death Knell counter moving again. There’s actually a web site that keeps track of it. Since 1995, Apple has been proclaimed “terminal” over 25 times by various industry pundits. More fuel for the fire came this week from an article in the San Jose Mercury News, wherein the reporter is wringing his hands over this year’s sales figures, commonly known as “market share”. According to the tracking services, Apple’s market share was 2.3 percent, unchanged from last year’s. The article goes on to point out that Dell’s market share increased by three points to 18 percent, and carries the headline “The Only Switching is to Dell, Not Apple”.

Do you make your buying decisions based on market share? Using this same line of thinking, one would never consider buying a BMW, Volvo, or Mercedes, because, well, their shares of the U.S. car market are around 5 percent. Are they great cars? You bet. Do they innovate, moving the industry forward? Yup. Do you get a lot for your money? Double-yup. My daughter recently bought an over-ten-year-old Volvo sedan. Runs like a top. Safe. Dependable. Think I could find a same-model-year Ford Taurus (a big holder of market share) in this condition? I think not.

I know what Apple needs to generate more market share. They need to follow the lead of their PC competitors. Maybe they need a lovable mascot (although the cow is already taken, as well as computer chip technicians in disco bunny suits). Judging from Dell’s success, personal computer buyers respond best to buying advice delivered by annoying, brain-dead college kids, or trios of hopelessly stupid interns.

But, somehow, “Dude, you’re getting a Mac” just doesn’t sound right. And I, for one, am glad.

© 2003 Peter F. Zimowski