MESSAGE RECEIVED LOUD AND CLEAR
By Chris Birch
Copyright (c) 1990 Apple Users' Group, Sydney
Republished from Applecations, a publication of the Apple Users' Group, Sydney, Australia.
A discussion on what Apple is doing with the Apple II line and how Apple II users should respond.
Let's contemplate that ubiquitous Open Apple key in the bottom left of our keyboards. It's the essence of Apple computing.
Remember the day you lifted the lid on your Apple ][ for the first time, armed with a stanley knife and soldering iron? Did you allow yourself a wry smile when Apple finally opened up the Mac with expansion slots?
The openness of Apple computers extends beyond the hardware or software tools of your particular cpu. Apple politics have, for years, made good reading in many user group newsletters and product review magazines.
By now it's a tired old story of competing interests with a resulting schism between Mac and Apple II users and owners. For too long now Apple II owners have felt as though they are on the outer. The Macs get all the publicity and monopolise all of Apple's research and development expenditure.
The Apple II faction point out that for almost every year in the history of Apple Inc their machines have provided most of Apple's revenue. The Macs were merely riding on the back of the Apple II cash cow. Like a parasite.
The Mac faction... and so the story goes. I've cut a long story short but essentially there is a collective plea, current now for several years, from Apple II enthusiasts which goes like this:
What about the Apple II!
Let's examine the real situation.
Firstly, the Mac represents the state of the art in microcomputer design. Apple's current flagship, the IIfx, can proudly compete head on with the best a 486 has to offer. It is also not too far behind the specialist Sun workstations in terms of brute electronic power. The IIfx today is unsurpassed in terms of total system power.
Every navy has a flagship. Every chef or cocktail waiter has a specialty. Apple's flagship is the IIfx. Naturally the IIfx and the closely related Mac IIxx family members should receive the most attention in terms of marketing and research and development.
I perceive an attitude amongst Apple II enthusiasts which amounts to less than 100% support for the success of Apple's flagship and its ongoing evolution.
As Apple II owners and users we must accept that our current role is akin to frigates and aircraft carriers in a navy. We are the frigates and the Mac IIfx is the aircraft carrier. The IIgs, for instance, is not the major attack weapon, but a vital component nevertheless.
The question then is whether we are Apple II enthusiasts or Apple computer enthusiasts. There should be no problem in embracing Apple computers per se so long as we perceive that the IIgs also figures in the future plans of Apple Inc.
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The IIgs does figure prominently in these future plans and Apple Inc have ensured there is no ambiguity in this regard.
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The IIgs system software, GS/OS, is a state of the art operating system superior in some ways to the Mac's present HFS and not even in the same league as Microsoft-like operating systems. The IIgs evolved after the original Mac and has some advantages in this regard in terms of system software.
It remains that the IIgs is less than four years old yet it is already up to version 5.0.2 of the system software and looking more Mac-like (Hem) every day. Nobody would deny that Apple Inc will continue their demonstrated commitment to the IIgs system software.
The IIe is not left out here, with the recent release in the USA of a new ProDos 8 System disk v3.2 with ProDos 8 v 1.9 and BASIC System v1.4.1. AUG members should ask for this disk at the next meeting.
Apple Inc have appointed Ralph Russo, a veteran of seven years at Cupertino, to a full-time, senior Apple II position. His charter is to determine the future direction of the Apple II product line. He wanted an answer by the end of the american summer.
His comments, and those of his colleague Jane Lee, were reported in the September A2-Central newsletter. There was no ambiguity as to Apple Inc's intention to include the Apple II as part of any overall advertising campaign.
The same newsletter carried a report by the editor, Dennis Doms, on a developers conference sponsored by A2-Central, the A2-Central Summer Conference or Kansas Fest. He pointedly stated that he was only allowed to report on open or public sessions of the conference. Enough said.
One such public announcement by Apple actually preceded the conference, namely the third volume of the Apple IIgs Toolbox Reference. Although released in the USA it will not be available in Australia until mid 1991. If you are resourceful you could try placing an order with Addison-Wesley in Sydney. I was promised a copy by year end!
Other announcements arising out of the conference include a plethora of development tools for the IIgs. Some were just indications of current projects at Apple Inc. rather than completed products.
Jim Mensch demonstrated an animation toolkit. Mark Cecys showed the MIDISynth toolset with an application designed around it, SynthLab. Eric Soldan, et al, demonstrated a beta version of an Apple Scanner driver. Dan Hitchens showed how 640 by 400 graphics can be achieved (with limitations) on
the IIgs and how to simulate two screens with the Video Overlay Card. Bill Heineman demonstrated some Hewlett-Packard printer drivers currently being developed.
In the words of Dennis Doms: 'My point here is to answer the question paramount in many user's minds: 'What is Apple doing?" The answer is "more than you might believe"'.
Clearly then, there is a commitment to the Apple II line. It is not a newfound commitment although there is certainly a sense of urgency which has recently emerged viz. the Apple II line.
As Apple II enthusiasts we should reappraise our attitudes, just as Apple Inc have reassessed the Apple II line. It is no longer sufficient to cry "What about the Apple II?" That Apple Inc are continuing the evolution of the Apple II is beyond question.
The problem facing Apple Inc now is how to best market the machine and they have already shown a willingness to embrace the concept of an Apple II being suited to individual use as opposed to business or institutional use.
It is well known that the home market is much smaller than educational or business markets. But that is no reason for a company which has suitable products for such a market to ignore the market. Particularly when it could regain its stranglehold over the market with correct positioning of its products.
As Apple II users and owners our energies could best be directed in ensuring the success of Apple's soon to evolve marketing strategy. The continuation of the Apple II line is definitely not the issue. For now, positive publicity is required and this leaves no room for "what about me" gripes.
Apple Inc employees have also suggested that the Apple II will be included in its corporate marketing strategy. There is no indication if this will also occur in Australia. What is significant is that this is just one more example of how the Apple II and Mac cpus are being brought together.
The evolution of the IIgs and Mac system software is apparent in this respect. The widely rumoured emulation of the IIe on the Mac also lends credence to the unification of the product lines.
At long last the Apple II product line is reaping the reward of Apple Inc's investment in the Mac. If the Apple II is successfully brought back into the fold then it will surely be on the back of the Mac.
The IIgs already taps into Mac research and development in terms of the environment offered to developers. Now it seems the IIgs will at least be brought along for the ride in any corporate marketing.
More so than ever, it is apparent that with each step forward by Apple Inc, the Mac as well as the IIgs also step forward. As one cpu advances the other must likewise advance for they are part of the one product line. The Apple product line.
The IIe emulation on a Mac is a good example here. It is a recognition of the importance of the IIe and its dominance
in the education market that Apple Inc must promise IIe compatibility. It will also indirectly benefit the Apple II cpus from a boosted image and increased Apple II software sales.
Likewise, the Mac must count on the continuing success of the Apple II if it is ever to achieve mass penetration of the education market.
For the time being then the strategy of Apple II users is clear. Support for the success of all Apple computers is crucial, particularly the rumoured IIe emulating Mac. Additionally, the bringing back into the fold of the Apple II must also be actively supported.
Significant Apple Inc resources have been expended in continuing, perhaps accelerating, the development of the Apple IIgs. This expenditure must be justified and Apple Inc has shown a willingness to ensure the Apple II is given the best chance possible.
Success for the Apple II can best be achieved with help from the Mac and as such Apple II users and owners must be prepared to embrace the Mac. It is in their own best interests to do so.
Footnote:
Subscribers to A2-Central will recognise the major source here. It is not a Frederick Forsyth novel but the premier technical newsletter for the Apple II. $US 28 pa or $84 with the disk (recommended). PO Box 11250, Overland Park, KS 66207, USA.

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