EETimes’ Brian Fuller: Apple’s Mac really is easy-to-use, intuitive, safe, uncomplex, and powerful

“I was so wrong. Well, not exactly wrong. Let me explain. In the past 15 years, I’ve devoted no small number of column inches to swipes at Apple Computer. Apple, I said, was always just a little too cute and too smug, and it clearly missed the technology march early on in the 1990s. It stuck with RISC and got crushed by CISC. Each launch of each system was greeted by a fawning mainstream media that might as well have been Apple’s personal PR team. Each launch also miscalculated demand (good for Apple prices, bad for consumers). Apple took the GUI straight from Xerox Parc [sic] and then got righteously indignant when Microsoft did it one better,” Brian Fuller writes for EE Times.

MacDailyNews Note: Apple most certainly did not take the GUI straight from Xerox PARC. Windows sufferers routinely use that myth to make themselves fell better about using badly faked upside-down and backwards Macs. Bruce Horn was one of the main designers of the Macintosh software, and he worked at Xerox for years before that, so he’s uniquely qualified to discuss their relationship, which he does in his article: On Xerox, Apple and Progress.

Fuller continues, “Ultimately, Apple lost the technology war. It embraced Intel microprocessors. Then it was I who was too smug and just a little too cute. But a funny thing happened on the way to enlightenment. All of those chants the Apple cult spouted (easy to use, intuitive, safe, uncomplex, powerful) turned out to be, er, right. Functionality trumps technology.”

MacDailyNews Note: What “technology war” did Apple lose?

Fuller continues, “For a guy who a decade ago said most Apple devotees needed to get a life, my Apple retraction doesn’t come easy. Why am I offering it? Because my wife and I got our youngest a Macbook for Christmas. I’d argued for a PC laptop, like a Hewlett-Packard brand, because you can find better prices than you can for trendy Macs. I lost that battle, partly because my wife thought trendy would appeal to the teen.”

Fuller writes, “What really hit me Christmas day was that, right out of the box, the Macbook worked. Not like a computer should work–like a consumer product should work. It booted up and self-configured for our wireless network and other things, and literally within three minutes, our son was taking photos and e-mailing them to friends from the Webcam in the laptop. The machine has a remote-control device so that, assuming the laptop is networked with, say, speakers or a larger screen, you can run your music software from across the room. You just can’t do that with a PC laptop.”

Fuller’s crow eating session in full here.

[Thanks to MacDailyNews Reader “Armin” for the heads up.]

MacDailyNews Take: Welcome, Brian. Keep on this path, you’ll get all the way here eventually.


  1. Thank goodness for Fuller’s teenage son that his wife has enough brains (and is obviously wearing the pants in the family) to purchase a MacBook for the young lad at Christmas. Fuller’s recounting sounds a bit like the “Grinch who Stole Christmas”, where the poor Window’s user finally learns the real meaning of “plug and play” or “ease of use”. If only he wrote it in rhyming sentences.

  2. Awesome. Welcome to the fold. This is why Apple will be around for a long time. Their customers are getting younger and younger and if your product is right, the teens will be loyal into adulthood. Microsoft et al will die a long, slow and painful death.

  3. For the record, today’s P6 chips by Intel are not deemed CISC processors. And, since when did Apple “lose” the technology war? Apple is a very smart company, headed by one of the brightest minds of the last century. What they do is very simple but difficult. Choosing to leverage the many advantages of Intel’s line up of processors was a very smart move, not merely a move to win some concession in the computer industry.

    Old argument, old debate.

  4. What a surprise! When someone shuts their mouth long enough to actually research what they are bashing, they sometimes find out that they were wrong the whole time.

    Hopefully, his blinders stay off.

    MDN MW = “husband” (WTF?)

  5. There are time to criticize and a time to gloat, but this is not a time for either. As Mac users, we should feel happy that Fuller has finally seen the light and grateful that he was gracious enough to eat crow in public.

    Gloating or criticism would simply be, well, rude and inappropriate. Fuller should be congratulated for writing this and acknowledging that Apple was right after all.

    Welcome to the Mac!

  6. I think Mtnmnn’s point wasn’t that Apple threw in with Intel because the PowerPC was technologically inferior (excepting power consumption), but that Intel had a broader array of low-power processors for the many small form factor products Apple wanted to make using OS X technologies.

    The AppleTV and the iPhone are just the first examples. I’m sure there’s many more to come…

  7. Problem is folks, there are tens of millions of doubters like him out there.

    He should have been professional from the start being a professional, and actually done his homework before slamming the Mac, but it took him years to start to believe.

    What chance the average folk out there who know nothing but a 500 buck Dull machine. It will take decades to convince them all.

    I think slow is better anyway! Too many too fast will unbalance the karma of the whole thing.

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