Enderle: Apple’s Boot Camp allowing Windows on Mac ‘could change PC landscape as we know it’

“One of the big unanswered questions in the market is whether Apple, if they moved to Windows, would be more or less successful. Up until now this has been a hypothetical argument with lots of opinion but very little fact behind it. One thing has been clear and that is Apple, in the PC market, has a market share that over trivializes a company that otherwise has a big footprint in the space,” Rob Enderle writes for Technology Pundits. “By enabling Windows XP to run on the Mac, Apple will immediately begin to capture how many people are working, when they are now given a choice, in Windows or the MacOS on Mac hardware. In addition, if, as expected, sales jump sharply this will provide the foundation for more overt Windows support in the future and, possibly even bigger changes at Apple.”

The important thing is that this will give Apple real world intelligence on just what those decisions should be and they could include:
• Restructuring, or spinning out, part of the company
• Expanding hardware to address a wider variety of customers and the increasing market share
• Scaling back, eliminating or, enhancing (like changing to the Windows kernel) the MacOS
• Rebuilding a direct corporate sales force to, once again, go after that market

“This is an incredibly gutsy move because a lot of people, both inside and outside, the company will not like some of the decisions that could result… Still, companies thrive on making smart decisions and taking intelligent risks, you don’t do either without good information and this should give Apple the information it needs to transform the company into something vastly more powerful then it is today. While many users may not like this, investors will love it and they, along with the new customers Apple is likely to get, should be ecstatic. One other group should initially like this a lot and that is the large number of Apple users who have had to maintain two machines, one for Windows, and one for the MacOS. Now they only need one and they should like that a lot,” Enderle writes.

Full article here.

MacDailyNews Take: Why Enderle is currently in love (see related article below: “Enderle: What if Microsoft bought Apple?”) with the idea of replacing Mac OS X’s sound foundation with the “Windows kernel,” he never explains. Perhaps because it makes no real sense. Taking Boot Camp and transforming it into a technology that allows for switching OSes like Mac OS X’s Fast User Switching — hit a key, flip the 3-D cube, there’s Mac OS X, do it again, there’s Windows for times when you have to use it; flipping back and forth with a shared Clipboard, keeping Windows in a protected sandbox within Mac OS X in some fashion — that sounds a lot more appealing to us than wrecking Mac OS X with the “Windows kernel.” Even more appealing, of course, would to have a working Darwine supported by Apple that would run Windows-only apps without needing to use Microsoft’s Windows at all.

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Related articles:
Apple introduces Boot Camp: public beta software enables Intel-based Macs to run Windows XP – April 05, 2006
Enderle: What if Microsoft bought Apple? – April 03, 2006


  1. Enderle just doesn’t get it and I doubt if he ever will. He’s so entrenched in the idea that the ONLY purpose of a company is to make tons of money that it’s impossible for him to fathom the idea that there is a company whose primary objective is to change the world. It makes money doing it, not by sticking it to the consumer, but by providing a great user experience.

    Windows kernal indeed. I would be just as likely to replace the engine in my BMW with a 4-cylinder Yugo.

  2. Apple’s stock was clearly headed towards $50, so apple decided they had to do something to stop its slide and they spreaded the iphone news which brought the stock back near $63, ( this happened last week, the stock was sliding down and down it probably went below $58 before the iphone rumors )

    and then stock started sliding again after a couple of days, so Apple decided they wont want for the earnings report and just release something new to keep the stock from sliding under $60 again. thats when the bootcamp news came.

    right now stock is so high because they made this news looking like a huge news, its all over the media and routers even wrote an article saying ‘ millions could switch to apple ‘ ..

    some maybe but millions? i dont see that happening. this is not an ipod, and it is not something that people actually ” need ” in order to check e-mail and surf the web because they already own a $500 DELL laptop and they love their Dell’s.

    my suspicion is that, apple feels the need to keep its stock as high as possible so that when the bad news arrive about lack of mac sales, the stock can only go down so much. ( 10-20% ) and that still keeps the company a near the 50billion dollar worth.

    If Mac sales were that good, why would they put those ugly ipod hi-fi ads on their main page? ( and expensive mac minis )

    The prime reason why amazon’s toplist have apple imacs is due to the fact that Dells are cheaper directly from Dell.com web site so people are not buying them from Amazon. and macs are cheaper on amazon than they are on apple.com, so people are buying them from amazon.

    imagine what would happen to Apple’s stock if Mac sales were not good in the first quarter and imagine if iPhone problems rumors is true and apple fails to introduce iphone within the next 2-3 weeks, all that can be expected is another slide in apple’s stock. because the stock was on a roll ( in terms of sliding down and down before all these rumors and news ), the stock is pumped up with rumors right now, not actual facts.

  3. Yeah sure, turning to the Windows Kernel. If you read the comments from several MS developers on Vista on http://minimsft.blogspot.com/ you will find that the Windows Kernel is _the_ cancer in the developments efforts for Vista: – because it’s the NT-kernel. As someone put’s it: “Microsoft continues to build within the NT kernel monster which needed to end with XP”. A lot of devs are suggesting to change to a *Nix-kernel (like OsX).

    Enderle wrote last time he spent a lot reading this blog; – guess he read it the way he does analysis: without thought and with his eyes on the money from MS.

  4. What utter nonsense about Apppe manipulating the stock. If ever there was a company less interested in doing that its Apple. Apple has far too many good products, good software and not least good ideas that this would be the last thing they will worry about. There is over $8bn in cash for heavens sakes and I doubt many Apple directors are going to be rushing to cash in their stock… What a silly post. Should have saved your effort..

  5. I know a hellova lot of people who love the look of macs but are too scared to try OS X. As stupid as they may be ” width=”19″ height=”19″ alt=”wink” style=”border:0;” /> , this is a good thing

  6. O yeah, the Windows-kernel (NT-kernel) dates back to the mid 1980’s. Just like the BIOS. Like Apple’s website says: “Sadly, Windows XP, and even the upcoming Vista, are stuck in the 1980s with old-fashioned BIOS.” They shoud just add that the kernel is just as old-fashioned.

    …. not that Enderle would ever notice such an important detail… or understand….

  7. Apple’s virtualization of Windows will be better than what you are seeing now. It will be very similar to how OS 9 is supported, except the emulation part.

    You can have Windows windows (that’s duh!) and OS X windows on the same screen. You will be able to tell the difference between the two because of the theme! (if you set the theme to be the same, everything will look like OS X, except that some windows will use Windows OS, others would use OS X as OS).

    When you minimize a window using Windows, it will go into dock similar to what we have on OS X. ” width=”19″ height=”19″ alt=”smile” style=”border:0;” />

    Wait and watch.

  8. Currently I’m using a powerbook as my main home machine, however when I upgrade to an intel i’m getting an iMac (more screen for my buck) and I’ll keep my PB as a second (third in the house) machine. However when they release the intel iBooks I would be severely tempted to get one, sell my PB and use it at work. I would prefer some sort of virtual machine solution so I could use OSX in tandem with my one windows only app, but an iBook which I could use in both environments would be tempting (MacBook Pro is too expensive to justify).

    The interesting thing is that this probably didn’t cost Apple too much to develop and lets say they sell 50,000 extra iMacs – that’s about $65m (@$1300) – which is nothing to be sniffed at. I don’t see a massive influx of new Mac owners but in time it could really change things. If people buy one but then go back to windows pc’s next time then fine, they’ve still earnt out of them at least once. If they stick with it then apple basically have a revenue stream for a long time as Apple users, as we know are loyal.

  9. “Boot Camp” is all about hardware. Apple is trivializing Microsloth and forcing the decision to be about the hardware rather than the OS. This is a consumer decision that is no decision as prices continue to equalize between the makers.

    To achieve a 50% market share, Apple has to do three things:

    1. Continue to make incredibly stylish, usable, slick computers.
    2. Offer those computers at prices somewhere around comparable systems from Dell, HP, etc.
    3. Make switching OS a matter of a rotating cube on your desktop.

    #3 is everything because right now, Boot Camp is for Level 3 geeks while most of the world wants to check email. Enderle wants to focus on Microsloth, but as usual, he is clueless. It is NOT about them. Apple consumes them by trivializing them. Microsloth Windows becomes nothing more than one choice when OSX, Windows, Linux, and whatever is a button press and a rotating cube away. Step #4 is multiple OS’s running under a single “Finder” (built by Apple of course) with Windows and Mac apps shown together in a Dock.

    Apple wins by redefining the meaning of an operating system, and Microsloth becomes nothing more than a licenser of code to a larger system built by Apple. (Sounds dramatic? What do we think just happened yesterday?) The question is not about WHICH operating system but instead about the software umbrella that can offer that choice and the hardware that runs it. That “umbrella” becomes the new universal OS, and Windows and OSX are just applications. Want to see Apple spend some of that $9 billion? They won’t use it to protect OSX….they’ll use it to protect the concept and execution of running OSX with other OS’s.

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