What in the world is FUD? You guessed it: Fear, Uncertainty and Doubt. It refers to any kind of disinformation used as a competitive weapon. As Mac users, we run into Windows FUD all the time. Here’s some common examples of Windows FUD, and some thoughts to give you both peace of mind and some ammo to become a good FUD-fighter.

FUD #1: Apple is Dying – Jump Ship Now While You Still Have the Chance. Every so often, generally associated with an announcement of a major Microsoft “innovation” (usually something already available on the Mac), a paid Microsoft shill writes a column decrying the death of Apple. In fact, The Mac Observer web site (www.themacobserver.com) features “The Apple Death Knell Counter”, where they chronicle the “37 Times Apple Has Been Declared Dead Since April, 1995”. It’s great reading. Here’s the facts. Apple has $4.5 billion in the bank. Just last month they retired their last $300 million dollars of debt. That’s right – they’re a debt-free company. Apple and Dell have been the only consistently profitable computer companies since the tech downturn a few years ago. Where others copy and assimilate, Apple innovates.

FUD #2: Mac Market Share is Dwindling – Jump Ship Now While You Still Have the Chance. In recent figures released by technology market intelligence firm IDC, Apple’s domestic market share in 2003 was around 3 percent. At one time, Apple commanded a double-digit market share. But, what of it? Market share is a measure of new computer sales. Overall market share covers large market segments where Apple doesn’t compete – including markets where Apple doesn’t want to compete. Many computers are purchased as general business computers, adding machines, and cash registers. They’re used in telemarketing cubicle farms, and as modern-day typewriters. Apple simply doesn’t make computers that fit well into extremely low-end tasks. Plus, it’s documented that Macs generally last longer than PCs, due in part to hardware quality, and the fact that system software upgrades don’t force as many new hardware purchases (remember Win 95?).

Speaking of market share, what is Mercedes’ U.S. market share? Or BMW’s? The answer? All under 5 percent. If you chose your lifestyle around market share, you’d only eat at McDonalds and Burger King, and you’d drive a Ford/Chevy, even if a Mercedes were available at a similar price.

© 2004 Peter F. Zimowski