How Apple can win the OS war

19 years ago

“Even if Apple secretly is contemplating an OS coup, it is likely that the company also is wondering how to woo Windows users and promise them minimal hassle. And that, said Gartner analyst Michael Silver, is the rub,” Elizabeth Millard writes for NewsFactor.

“Apple Computer executives have said that the company will not license out its OS for Intel-based PCs, but that has not stopped speculation that Apple will pursue that strategy to go after the Microsoft Windows empire,” Millard writes. “If Apple does — and it would not be the first time the company has voiced denials all the way up to a product launch or a new direction — it could make for quite a battle in the OS world.”

Millard writes, “In some ways, such a fight would harken back to the industry’s early days, with Bill Gates and Steve Jobs duking it out for market share, but this time Apple could have several new advantages. Not only has the company raised its public profile through the iPod, but also its hardware has become more appealing to the masses rather than staying a darling of niche markets.”

“If Apple did end up licensing the OS, it is likely that many companies that wanted to take advantage of such an arrangement would have to create workarounds to run its software, similar to how some might be employing Linux- and Windows-based applications in the same environment,” Millard writes.

Full article here.

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As CNET’s Ina Fried reported following Apple CEO Steve Jobs announcement of the transition from PowerPC to Intel-based Macs:

After Jobs’ presentation, Apple Senior Vice President Phil Schiller addressed the issue of running Windows on Macs, saying there are no plans to sell or support Windows on an Intel-based Mac. “That doesn’t preclude someone from running it on a Mac. They probably will,” he said. “We won’t do anything to preclude that.” However, Schiller said the company does not plan to let people run Mac OS X on other computer makers’ hardware. “We will not allow running Mac OS X on anything other than an Apple Mac,” he said. Full article here.

It seems Millard’s article misses this crucial information. The ability to run Windows and Mac OS X only on Apple Macs could drastically alter the personal computing landscape. Apple doesn’t need to license Mac OS X to other vendors. Other vendors will need to figure out a way to compete with Apple Macs that can run Mac OS X, Windows, and Linux flavors. We don’t see how other vendors will be able to compete with Apple, especially if users can run Windows in a protected Mac OS X environment with no performance hit.

This idea doesn’t kill Microsoft right away (eventually it will, though, as users compare Mac OS X to Windows and end up using Windows less and less until they realize they don’t need Windows at all), but Dell, HP, Gateway, Acer, etc. wouldn’t fare every well pretty much immediately. You think Mac market share is growing rapidly now? Just wait.

Buyers could soon have the choice between buying a Mac that runs both Windows and Mac OS X or buying a butt-ugly, cheaply-made Dell and only being able to run Windows. Can anyone explain why would anyone in their right mind would buy a Dell or any other Wintel box assembler’s kit again? This could become “license Mac OS X or die” for the Dells of the world. But, what if Steve Jobs doesn’t feel like licensing Mac OS X? Checkmate. Is it too early to suggest that Michael Dell shut down the company and give the money back to shareholders?

Wait until Wall Street finally figures this one out.