Apple: It all starts with computing

“In the past five months, Apple has dropped the word ‘Computer’ from its name; settled its long- standing dispute with Beatles music publisher Apple Corps; introduced the Apple TV, a set-top box based on its iTunes technology; and announced that it is getting into the cell-phone business. Apple wants us to believe that it is no longer a computer company but, rather, a digital ‘lifestyle’ company, building a set of high-tech experiences around a core of technologies and designs that are warmer, cleaner, easier to use, and more enjoyable than what its competitors in Seattle and Japan have to offer,” Simson Garfinkel writes for Technology Review.

“But peel off the skin and Apple emerges as a computer company that’s tried and true. Yes, Apple has the world’s largest online music store. Yes, Apple has more than 170 brick-and-mortar stores around the world, which sell a lot more than just laptops. But a deep commitment to computing is what holds this empire together,” Garfinkel writes.

Garfinkel writes, “Consider this, from Apple’s recent quarterly filing with the U.S. Securities and Exchange Commission. Apple is ‘the only participant in the personal computer industry that controls the design and development of the entire personal computer–from the hardware and operating system to sophisticated applications,’ the company wrote. ‘This, along with its products’ innovative industrial designs, intuitive ease-of-use, built-in graphics, multimedia and networking capabilities, uniquely positions the Company to offer innovative integrated digital lifestyle solutions.’ It all starts with computing.”

Full article, with much more, including Mac OS X 10.5 Leopard info, here.

[Thanks to MacDailyNews Reader “LinuxGuy and Mac Prodigal Son” for the heads up.]