BusinessWeek Online Presents 'Special Report: The Future of Apple'

by , 9:00 AM EST, January 21st, 2002

"These are sweet days for the man in the black mock turtleneck." Thus began the first of BusinessWeek Online's recently posted series of articles and opinion pieces looking at Apple Computer and its world ahead.

Datelined Sunday January 20, the on-line version of the business journal devoted six articles to Apple, ranging from OS X and its effect on Apple's plan to grow market share to a Jeff Raskin interview in which the man behind the original Macintosh contends that Apple needs an OS even more radical than OS X. The series isn't a 100-percent-glowing report on the Cupertino industry leader, however; some articles (Jeff Raskin, in "Can Jobs 'Think Outside the Pretty Box'?") take a critical look at Apple's challenges in the short term as well as the long term.

The latest in a current stream of positive press experiences for Apple, these articles are giving the computer maker more and more chances to use the media to bring its message and vision to the public. For example, Phil Schiller, Apple VP for worldwide product marketing:

We have to have a vision for where we're going. We aren't just trying to be a consumer company. We're trying to get somewhere with the personal computer. We have to solve customers' problems.

Here are the six articles featured:

• Finally, a Chance for Apple to Flourish
• Why OSX May Be a Growth Factor
• Thinking Different about Apple's Stock
• Towared a Hack-Proof Mac
• Can Jobs "Think Outside the Pretty Box"?
• A Talk with Apple's Mr. Marketer

You can read the ariticles yourself, starting right here.

The Mac Observer Spin:

Any Apple news is good knews, to paraphrase an old saying. Couple this with the iMac gracing the Time cover, we must say that Apple's PR placement team is earning their salary this year -- so far. With the press on Apple's side, everything is lined up for the company to execute a highly profitable year, in terms of revenue and public image.

With the company's "digital hub" strategy chugging steadily along now, Apple is poised to make major market share inroads.

As some of us Mac watchers like to hasten to add: Apple, don't mess it up :-)

BusinessWeek Online -- Special Report: The Future of Apple