An Open Letter from Apple's CEO
Reprinted from inCider/A+ October 1990
Copyright (c) 1991 Apple Users' Group, Sydney
Republished from Applecations, a publication of the Apple Users' Group, Sydney, Australia.
Have no doubt, Apple Computer Inc. is committed to supporting and marketing the Apple II computer for years to come. Speculation whirling in the marketplace about the Apple II product family has users confused about Apple's commitment to the line. With this open letter to readers of inCider/A+, I hope to dispel concern and assure our Apple II customers that their loyalty to Apple and its products is warrented. I also will address how changes in the marketplace affect the future.
Apple II buyers are a very loyal and passionate group, and your continued appreciation of our products guides us in our decisions. It is particularly gratifying to me and Apple II engineers, both past and present, to see that the Apple II, which launched Apple as a business, continues to be endorsed by educators, consumers, and small-business owners.
During the past few months, I've become more personally involved in Apple's product research and development efforts. Recently funds to continue to improve the Apple II product line were increased substantially. The future of the Apple II's development has been put into the very capable hands of Roger Heinen, Apple Products' vice president of software, and Ralph Russo, Apple Products' director of Apple II development, who now sees to it that the enhancements to the Apple II on the drawing board come to fruition.
Within the last year we've also added employees in both worldwide product marketing and USA product marketing dedicated to the Apple II line.
In 1989 and so far in 1990, Apple introduced a number of significant technological improvements for the Apple IIgs, IIc Plus and IIe without increasing the price of the basic products. Currently, we are working closely with Apple II hardware and software developers to encourage the creation of innovative products for the Apple II family and to provide them with the information they need to make decisions so their businesses continue to be viable. A number of developers in the past year introduced new software and hardware for the Apple II family, as well as made commitments to their customers to continue to introduce creative new products that support our own Apple II development.
One major step Apple made last year to ensure the longevity of the IIgs was to introduce Apple IIgs System Software 5.0, the first 16-bit operating system for the IIgs that operates over the AppleTalk network system. In response to requests from customers and developers for improved ease of use and functionality, Apple improved the system software's speed and network capabilities as well as made changes to the toolbox that enable the system to handle basic functions, including sound, drawing, scrolling, and memory management, about twice as fast as our earlier System Software 4.0. New
toolbox components for developers also make programming for the Apple IIgs easier and faster.
Besides new system software, Apple last year expanded standard memory for the Apple IIgs to 1 megabyte without increasing cost and introduced the Apple II Video Overlay Card, which gives our customers the ability to use the Apple II as a basic interactive multimedia platform. In March, we introduces the Apple II High-Speed SCSI Card, which moves information up to ten times faster between Apple II computers and peripherals. This card provides the user with greater functionality at the same price as the earlier card. This new High-Speed SCSI Card is just one example of Apple's philosophy - based on customers' needs - to allow Apple II users access to many of the same SCSI peripheral devices as Macintosh users. By building bridges between Apple's two product lines, our customers can take advantage of the strength of each. Taken together, our recent II products equal significant improvement in functionality and increase the value of Apple IIs for our customers and developers.
We also understand our customers' need for continued enhancements to the product line, including improvements in the way Apple II and Macintosh computers interact on the AppleTalk network. Apple II customers, particularly primary and secondary schools, want their installed base of Apple IIs to operate in concert with newer Macintosh purchases. We are currently working on a variety of "bridges" between the Apple II and Macintosh families to make that synergy even better, During 1990 and 1991, Apple will introduce several new entry-level Macintosh computers, and at least one will have Apple II emulation capabilities so the two product lines continue to work well together.
I can reassure our Apple customers that we value the Apple II product family as an asset, which we will continue to nourish. Beyond that, I am not at liberty to disclose specific product plans.
New products aren't the entire answer, and at Apple we are constantly evaluating the changing needs of the Apple II community to ensure top-notch service. We recently established a one-year warranty for new owners of Apple II computers and we continue to offer AppleCare to all owners of Apple II computers.
As tool makers of state-of-the-art personal computers, we recognize the technological limits of the Apple II line, but at the same time these products have neither lost usefulness, nor are they obsolete. Hundreds of thousands of educators, consumers, and small-business owners worldwide rely on the Apple IIgs, IIe, and IIc Plus and will for many years to come. For those reasons, Apple Computer is committed to continuing to enhance the IIgs's functionality, improve our support to customers, and encourage developers to push Apple II technology as far as it can go. As Apple develops new entry-level products, the Apple II family will continue to be recognized for the immense value it provides our customers and our company.
We make that commitment to inCider/A+ readers here, and we've made that same commitment to customers both in person and in a special videotape mailed to more than 10,000 education customers this spring. In addition to a videotape, customers also received a new guide to Apple II software that cited nearly 200 new Apple II education software products to add to the already extensive library of software for the Apple II family. This fall you will see from Apple a new Apple II resource that will be a comprehensive guide covering a wide range of topics, including technical product information, telecommunications, media integration, and service and support. This new guide is another in Apple's continuing effort not only to reward your loyalty but also to make owning and using an Apple II computer the great experience it was meant to be.
Sincerely,
John Sculley
Chairman, President and CEO
Apple Computer Inc.

THIS CONTENT COPYRIGHT © 2007, APPLE MACINTOSH USERS' GROUP, SYDNEY
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PLEASE CREDIT THE AUTHOR AND THE SOURCE: Applecations, publication of the Apple Users' Group, Sydney, Australia

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