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“fyoforohnYoull4cal&R04WMKennaSF*E:ScansareforreferenceuseonlyunderFairUse.onpublics”requirespermissionfromthecopyrightholderfSpecialCollections,StanfordUniversityLibraries.NOTICFurtherreproductionandtheDepartment0
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JANUARY16,1984‘AMcGRAW-HILLPUBLICATION$2.00ITSSTRONGBROKERSYSTEMISNOWACOSTLYHANDICAPINADEREGULATEDWORLDKODAKLAUNCHESANEWELECTRONICSGAMEPLANAPPLECOMPUTER’SCOUNTERATTACKAGAINSTIBM
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yy}|4ERSONALLUXURYWITHGRANDPRIXThisisoneluxurycarthatdoesn’tcompromiseonperformance.powerbrakes.Afrontstabilizerbarthatheluare10Sure,GrandPrix’sfullcoilsuspensionhasbeencalibratedtheroadintightturns.AndaresponsiveBPVeeineforsmooth,comfortableride.Thebody-contouredseatsare(Foranevengreater“kick”orderthzl-8enginecoveredwitharrichtexturedoloththat'sgentletothetouch,AndGndY99RallySuspension)5.0Iter,4-barrelV-8engvirtuallyeveryfeatureyou'deverwantinaluxurycarisavailable.PontiacGrandPrix.Ifdoesn'tcompromiseonluxuryOFYet,GrandPrixisstillaPontiac.Andthatmeansdrivingperformance.Sowhyshouldyo9excitement.Withquick-ratiopowersteering.Fade-resistantoeGMHtPontiatPONTIAC{WEBUILDEXCITEMENT
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NUMBER2824TABLEOFCONTENTSJANUARY16,19842022222324252626273134601617768486a7902.00ices:nessBusineecutive,postagePalTHENEWS:CORPORATECASHiTheturnaroundliftsthelaggardsRETAILINGChristmasgoesonandonformerchantsPOLITICSIndustrialpolicycoolsasanissueECONOMICTRENDTherunoflaborconcessionsisoverCOMMUNICATIONSMurdochbuildsthesuspenseatWarnerABC’sworldofsportsgetswiderCOMMENTARYPostponingtelephoneaccesschargesACQUISITIONSAsurprisedealtotakeGettyprivateLATINAMERICAKissingerreport:Lessforce,moreaidLAWCabbagePatchlook-alikesincourtAVIATIONinesmayfaceanOlympichurdleptimismsoarsintheairlineindustryINBUSINESSTHISWEEKGulfOil,GM,Zenith,FranklinComputer,EvansProducts,Borg-Warner,NorthwestIndustries,Litton,UnitedTelecomGHSTORYMerrillLynch’sbigdilemmaWallStreet'smightiestsalesmachine.isinatraumatictransitionasitstrugglestoadapttothederegulatedworld.Merrill'sexpensive,traditionalbrokersystem,onceitsgreateststrength,hasbecomeahandicapascompetitionmultipliesandcost-cuttinggrowscrucial.NowthecompanymustwalkafinelinebetweentransformingtheretailnetworkanddestroyingitEconoANALYSISECONOMICDIARYBusinessloandemandsoars,whenpatientspay,LatinAmericanimports,interestratestripbearsBUSINESSOUTLOOKwildcardsthatmightslowdowntheexpansionDeficits—budgetandtrade—andinterestratesstirworryREGIONS‘IncomekeepsupafastpaceacrossthemapNearly70%ofnonfarmindustriesaddedworkersinAugustECONOMICSAgrowingdr:terestpaymentsonthedeficitForthedismalscience‘theworryis1985’-FINANCEeaTAXESAtaxbreakforexportsthathurtsthesmallguyReagan'splanaidsonlycompanieswithoperationsoverseasBRIEFSBigEightclients,fund-raisingatFordandChryslerINSIDEWALLSTREETAmericanExpresshuntsforanS&L‘WereallywanttobeaSwissbankforallourcustomers’FINANCIALFIGURESOFTHEWEEKTHECORPORATION54MANAGEMENTWhenthestaffsolvesothercompanies’problemsSellingin-houseexpertiselowerspersonnelcosts69SOCIALISSUESWhylateretirementisgettingacorporateblessingBriefs:Merchantsandfoodstamps,plant-safetydisputes104CORPORATESTRATEGIES:Sweden'sASEA:ItsrobotsreachfortheU.S.GMFanucRobotics:Growingpains?Coachmen:RidinghighinaroaringRVmarketINDUSTRYANDTECHNOLOGYTEASEETMead56MARKETING‘Paperbottles’arecomingonstrongBriefs:Advertising’sbigyear,smokelesstobacco,sexysell92NEWPRODUCTSKodaktakesariskyleapintoconsumervideoThefirstmoveinastrategyengineeredbythechairman102TRANSPORTATIONPanAmstepsupitsCaribbeaninvasionButcanitmakeits14islanddestinationspayoff?INFORMATIONPROCESSINGTS78COMPUTERSAppleComputer'scounterattackagainstIBMCanApple’scorporatecounterculturesurvive?aLaARAGT39INTERNATIONALBUSINESSEurope:ABritish‘no’couldcrippleAirbusIndustrieCanada:BellCanadachoosesthelow-riskroadAbidtoexpandfreetradewiththeU.S.Britain:ThewildstruggleforastaidBritishinsurer49INTERNATIONALOUTLOOKWhyUncleSamissowelcomeinHondurasThetug-of-waroverItaly’sCommunistPartylineCantheIMF’smedicinecureGhana?83INTERNATIONALMONEYMANAGEMENTBonn’sbankcrackdownwillhaveaglobalimpactNewlendinglimitsinthewakeoftheSchrédercollapse94FOREIGN\Nigeria'sstrongmanmayenforceIMFausterityButlendersandOPECstillfearanoil-pricewarFEATURESace)2INDEXES/FIGURESOFTHEWEEK3READERSREPORT9BOOKSTaylor:ShadowsoftheRisingSunBriefs:Barmash:AlwaysLiveBetterThanYourClients415IDEAS&TRENDSCouldanindustrialpolicysalvagesteel?99PERSONALBUSINESS.Weighthatjoboverseascarefully111WASHINGTONOUTLOOKAwayoutoftheLebanonquagmire112EDITORIALSLetthemarketmakethecallReachingworldwideforstatetaxesWhobenefitsfromJesseJackson’stripTook(ISSN0007-7195)publishedweekly,exceptforonoissueinJanuary,byMcGraw-HillIne.U,&,subschiberrate$08.95peryear.InCanada,oneyear:CDN$54.95.SinalecopiesEditorial,Circulation,andAdvertisingOffces:1221AvenueoftheAmericas,NewYork,N.Y.10020.Second-classpostagepaidatNewYork,N.Y.,andatadditonalmatingidatMontreal,P.Q.RegistrationNumber9040.TitleReg,inU.S.PatentOffice.Postmaster:SendaddrosschangesfoBUSINESSWEEK,P.OBox400,Hightstown,N.J.08520.BUSINESSWEEK/JANUARY16,19844(COVERARTBYDAVIDSUTER
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nitormationFrocessinAPPLECOMPUTER'SCOUNTERATTACKAGAINSTIBMttheshinynewred-and-whiteheadquartersofAppleComputerInc.inCalifornia’sSiliconValley,theatmospherereflectsacuriouscombi-nationofhighexcitementandastateofsiege.TheCupertinocompanyisprepar-ingtorolloutnofewerthanthreenewpersonalcomputers,beginningatitsJan.24annualmeeting.Butthetensionisrunningespeciallyhighnowbecausethesenewproductsaretheopeningsal-yoinanall-outcounterattackagainstarchrivalInternationalBusinessMa-chinesCorp.“ThisistheyearApplefightsback,”declaresJohnSculley,Apple’sintensepresident.“WearebettingtheentirecompanyandaregivingupayearofourJives—workingsix-orseven-dayweeks.”Thistoughstanceissomethingnewfortheseven-year-oldcomputermaker.ButasSculleyputsit:“Icertainlydidn’tcometoAppletomindthestore.”SinceApplepioneeredthepersonalcomputerjn1977,thecompanyhadsmuglyplayedtheroleofmarketleader.But1BMneed-edonlytwoyearswithitsphenomenallypopularPersonalComputertounseatAppleastheNo.1supplierin1983.Intheprocess,ApplelostclosetohalfofitsshareoftheU.S.personalcomputermarket,eventhoughitssalessoared69%,to$982.7million,fortheyearendedSept.30.‘Thecompanyshippedonlyabout24%ofallpersonalcomputerssoldintheU.S.in1983,downfrom41.2%of;e1981market,accordingtomarketresearchersatDataquestInc.(chart).Profitssufferedevenmore,withnetfalling80%,to$5.1million,inthethreemonthsendedSept.80.ThedropwasaresultofthemajorinvestmentsthatAp-lewasmakinginitsupcomingprod-Ets,andinanautomatedfactoryinFre-uc‘.,Calif.,toturnouttheseproducts,allassomeprice-cuttinginthefaceingcompetition.ofgromimties.ApplestilhasafirmgriptheNo.2spotinthepersonalcomput-=pusiness.Itsfirstmodel,theAppleII,theworld’smostwidelyusedpersonaléwuter:Some1.4millionunitsarein-orldaccordingtoDataquest.AndFu-ae‘ComputingInc.,aTexasmarketre-searcher,estimatesAppleshippedacord90,000AppleHesinDecember.ButjusthowfastApple’sbusinessSCULLEYHASBUILTHISSTRATEGYAROUNDTHELISAANDAPPLEIIPRODUCTFAMILIESwillgrowinthefuturewilldependlargelyonhowsuccessfulthecompanyiswiththenewproductsthatitwillintroduceinthenextfewmonths.“Ap-plewillremainNo.2toIBM,”predictsEgilJuliussen,chairmanofFutureCom-puting.Butheadds:“IfApplecangetthenewproductfamiliesstartedstrong-aHowfastApplegrowsdependsonthesuccessofthreemodelsitisabouttointroduceeelyin1984,itwon’tlosethemomentumtoIBMthatitdidin1983.”Applewillnotdiscussthesenewcom-putersuntiltheyareannounced,butin-dustrysourcesexpectthreemodels:OMacintosh,Themostimportantnewmodel,Macintosh,willbealesspower-ful,lower-pricememberoftheeasy-to-useLisafamily,whichAppleannouncedwithmuchfanfareayearago(BW—Jan.31).Macintoshisexpectedtohavearetailpriceof$1,995,lessthanone-thirdofthepriceofthe$8,000LisaandverycompetitivewiththeIBMPc.LikeLisa,the20-Ib.Macintoshprocesses82bitsofdataatonetimeandcomeswitha“mouse”—apointerthatmakesiteasiertotellthecomputerwhattodo—andcandisplaymorethanonetaskatatimeindifferent“windows”ofitsdisplayscreen.WhenitisintroducedonJan.24,“Mac”willcomeequippedtodowordprocessing,drawing,andfinancialspreadsheets.OLisat.ScheduledtobeannouncedalongwithMacintosh,LisaIIisexpect-edtoreplacethecurrentLisa.Althoughitwillbepriced$1,500cheaperthanthecurrentmodel,itwillprocessdatafivetosixtimesfaster.ThenewLisawillbeabletorunmostoftheprogramswrit-tenforMacintosh,butMacwillnothavethepowertoruncurrentLisasoftware.CAportableAppletle.TobeannouncedinApril,thisnewcomputerwillbeaporta-9BUSINESSWEEK/JANUARY16,19847INFORMATIONPROCESSING
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JANUARY16,1984:AMcGRAW-HILLPUBLICATION$2.00ITSSTRONGBROKERSYSTEMISNOWACOSTLYHANDICAPINADEREGULATEDWORLDKODAKLAUNCHESANEWELECTRONICSGAMEPLANAPPLECOMPUTER'SCOUNTERATTACKAGAINSTIBM
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GRANDPRIXThisIsoneluxurycarthatdoesn’tcompromiseonperformance.Sure,GrandPrix’sfullcoilsuspensionhasbeencalibratedforsmooth,comfortableride.Thebody-contouredseatsarecoveredwitharichtexturedcloththat’sgentlefothetouch.Andvirtuallyeveryfeatureyou'deverwantinaluxurycarisavailable.Yet,GrandPrixisstillaPontiac.Andthatmeansdrivingexcitement.Withquick-ratiopowersteering.Fade-resistantPONTIAC|WEBUILDEXCITEMENTpowerbrakes.Afrontstabilizerbarthathelskeepitsquare10.(iiBtaataresponsive3.8literV6eragreater“kick”orderthe5.0liter,4--8engineandY@9RallySuspension.)TSeePontiacGrandPrix.Ifdoesn’tcoGlperformance.Sowhyshouldyou?pipes3GM‘SomePontiacsippedwithengiOFaffliatedcompaniesworldwide.SeeyourPontiNUMBER2824TABLEOFCONTENTSJANUARY16,19842022222324252626273134601641776848790868B57038Bueixocutie52paoINTHENEWS[eenur)CORPORATECASHTheturnaroundliftsthelaggardsRETAILINGChristmasgoesonandonformerchantsPOLITICSIndustrialpolicycoolsasanissueECONOMICTRENDTherunoflaborconcessionsisoverCOMMUNICATIONSMurdochbuildsthesuspenseatWarnerABC'sworldofsportsgetswiderCOMMENTARYPostponingtelephoneaccesschargesACQUISITIONS:AsurprisedealtotakeGettyprivateLATINAMERICAKissingerreport:Lessforce,moreaidLAWCabbagePatchlook-alikesincourtAVIATIONAirlinesmayfaceanOlympichurdleOptimismsoarsintheairlineindustryINBUSINESSTHISWEEKGulfOil,GM,Zenith,FranklinComputer,EvansProducts,Borg-Warner,NorthwestIndustries,Litton,UnitedTelecomgotStalMerrillLynch’sbigdilemmaWallStreet'smightiestsalesmachine.isinatraumatictransitionasitstrugglestoadapttothederegulatedworld.Merrill'sexpensive,traditionalbrokersystem,onceitsgreateststrength,hasbecomeahandicapascompetitionmultipliesandcost-cuttinggrowscrucial.NowthecompanymustwalkafinelinebetweentransformingtheretailnetworkanddestroyingitECONOMICpuauysisECONOMICDIARYBusinessloandemandsoars,whenpatientspay,LatinAmericanimports,interestratestripbearsBUSINESSOUTLOOKWildcardsthatmightslowdowntheexpansionDeficits—budgetandtrade—andinterestratesstirworryREGIONSIncomekeepsupafastpaceacrossthemapNearly70%ofnonfarmindustriesaddedworkersinAugustECONOMICSAgrowingdrag:InterestpaymentsonthedeficitForthedismalscience‘theworryis1985’FINANCEeeeTAXESataxbreakforexportsthathurtsthesmallguyReagan'splanaidsonlycompanieswithoperationsoverseasIEFSorEightclients,fund-raisingatFordandChryslerINSIDEWALLSTREETAmericanExpresshuntsforanS&L“WereallywanttobeaSwissbankforallourcustomers’FINANCIALFIGURESOFTHEWEEK5410456921027839ao8394oon41599W112THECORPORA’MANAGEMENTWhenthestaffsolvesothercompanies’problemsSellingin-houseexpertiselowerspersonnelcostsSOCIALISSUESWhylateretirementisgettingacorporateblessingBriefs:Merchantsandfoodstamps,plant-safetydisputesCORPORATESTRATEGIESnSweden'sASEA:ItsrobotsreachfortheU.S.GMFanucRobotics:Growingpains?Coachmen:RidinghighinaroaringRVmarketINDUSTRYANDTECHNOLOGY(EENaaaa)MARKETING‘Paperbottles’arecomingonstrongBriefs:Advertising'sbigyear,smokelesstobacco,sexysellNEWPRODUCTSKodaktakesariskyleapintoconsumervideoThefirstmoveinastrategyengineeredbythechairmanTRANSPORTATIONPanAmstepsupitsCaribbeaninvasionButcanitmakeits14islanddestinationspayoff?INFORMATIONPROCESSINGRSES)COMPUTERSAppleComputer'scounterattackagainstIBMCanApple’scorporatecounterculturesurvive?INTERNATIONALINTERNATIONALBUSINESS,Europe:ABritish‘no’couldcrippleAirbusIndustrieCanada:BellCanadachoosesthelow-riskroadAbidtoexpandfreetradewiththeU.S.Britain:ThewildstruggleforastaidBritishinsurerINTERNATIONALOUTLOOKWhyUncleSamissowelcomeinHondurasThetug-of-waroverItaly’sCommunistPartylineCantheIMF’smedicinecureGhana?INTERNATIONALMONEYMANAGEMENTBonn’sbankcrackdownwillhaveaglobalimpactNewlendinglimitsinthewakeoftheSchrédercollapseFOREIGN\Nigeria’sstrongmanmayenforceIMFausterityButlendersandOPECstillfearanoil-pricewarinaueeeaINDEXES/FIGURESOFTHEWEEKREADERSREPORTBOOKSTaylor:ShadowsoftheRisingSunBriefs:Barmash:AlwaysLiveBetterThanYourClientsIDEAS&TRENDSGouldanindustrialpolicysalvagesteel?PERSONALBUSINESSWeighthatjoboverseascarefullyWASHINGTONOUTLOOKAwayoutoftheLebanonquagmireEDITORIALSLetthemarketmakethecallReachingworldwideforstatetaxesWhobenefitsfromJesseJackson'strip“sek(SSN0007-7185)publishedvieekly,exceptforoneissueinJanuary,byMcGraw-HilIne.U.S,eubscliberrate$38.95perYear.inCanada,oneyear:CDN$84.85,SinglecopiesEditorial,Circulation,andAdvertisingOices:1221AvenueoftheAmericas,NewYork,N.¥,10020.Socond-classpostagepaidatNewYork,N.Y...andatadditionalmalingo-idatMontroal,P.Q.RegistrationNumber9010.TitleFleg.inU.S.PatentOffice,Postmaster:SendaddrosschangestoBUSINESSWEEK.P.OBox430,Hightstown,N.J.08520.BUSINESSWEEK/JANUARY16,19844
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normationFrocessinsinessWeekIn128.2144.9145.6147.7WEEKLYINDEXESPeeSeesreeFATESESSERETheproductionindexrosePRODUCTIONLEADING150160sharplyintheweekendedDec.148158MONTHLYAVERAGES—24,reflecting,\inlargepart,the145155weather-relatedsurgeinelectricrVeOkpoweroutput.Lumberproduc-140150'tionandrailfreighttrafficalso146157LEADINGofJrecoucnonrosestrongly,whilesteel,autos,_135j4trucks,coal,andoilrefining{posteddeclines.Theleadingin-130Sy\49dexfell,pulleddownbyslower44,156growthinmaterialsprices,loans,125135andM2,inadditiontoarisein1967AVERAGEqinitialclaims.Bondyieldsedged120reaeeeeaagolower,and’stockiprices'rose:=447155zJULYDec.JUNEDEC.JUNEoct|Nov|DEC.1982}1983'1984Four-weekmovingaverages,centeredonthefourthweekLatestWeekMonthYear1967weekago‘agoagoaveragePRODUCTIONINDICATORSBWproductionindex,unaveraged/BW,seas.adj.(1967=100)Dec.24151.9148.0143.3192.6100.0Rawsteel/Amer.Iron&SteelInst.,thous.ofnettons..|Dec.311,25111,600]1,7108952,440Automobiles/Ward’sAutomotiveHeports.Dec,311,490N157,536r#|182,953r0142,438Trucks/Ward'sAutomotiveReports...Dec.31©D57,803re)50,149r030,490Electricpower/EdisonElec.Inst,millionsofkilowatt-hours.Deo.3154,275E51,3374|45,35439,82823,169Crudeoilrefineryruns/Amer.Pet.Inst.,dailyav.,thous.ofbbl..Dec.31NAX11,554%|12,28611,620.9,815Bituminouscoal/EnergyDept.,thous.ofnettonsDec,2412,531%16,51912,79111,92710,627jperboard/Amer.PaperInst.,thous.oftons.Dec.24NA#W665.6652.0r430.1438.8Paper/Amer.PaperInst.,thous.oftons.....Dec.24NA¥E679.0657.0r5595402.8Lumber/WWPA',SFPA2,800mills,millionsofft..Dec.24273.5#E386.12199204.2357.5Railfreighttraffic/Assn.ofAmer.ARS,billionsofton-Dec,2413.8%K—17.013.441.913.8LEADINGINDICATORS|:>BWleadingindex,unaveraged/CIBCR,seas.adj.(1967=100).Dec,24155.01559"1568141.2100.0Stockprices/S&P,500companies,index(1941-43=10).Dec.30164.97162.87166.56r141.24r91.93Corporatebondyield,Aaa/Moody's.Dec,3012.56%12.61%12,39%11.82%5.51%Industrialmaterialsprices/J.ofComm.,index(1947-49=100).Dec.30242,60244.20244,20190.6086.0BusinessFailures/D&8,largecompanies,CIBCRseas.adj.Dec.223944461329r297643,Moneysupply(M2)/CIBCRest,seas.adj,inbillions.Dec.21$2,183.39$2,181.2r$2,180.1$1,964.$503.7Realestateloans/Fed.Res.Bd.,CIBCRseasadj.,inbillionsDec.21$140.4$140.6r$139,7r$131.9"$24.4Initialclaims,unemp.insur./LaborDept,seas.adj,,thous.Dec.17385365435548225PRICESiGold/Wed.finalsetting,Londonopenmkt.,troyoz.Jan.4$374,000$378.000$397.00$460.500$35.000Finishedsteelcomposite//ronAge,lb......Jan.326.822¢—26.822¢©26,.822¢©25.297¢©6.484Foodstuffs,9commodities/CRB,spotinde:Jan.3269.8274.4247.7227.6100.0.Copper/Electrolytic,del,MetalsWeek,|b......Dec.3170.4¢69.7¢72.1¢76.3¢38.6¢Aluminum,primaryingot/U.S.market,MetalsWeek,|b.Dec.3176,0¢75.5¢758047.5¢25.06Wheat/No.2hard,KansasCity,GrainMarketReview,bu.Dec.31$3.86$3.86$3.82$3.99$1.68Cotton/strictlowmiddling1-1/16in.,USDA,Ib.....Dec.3172.2667287¢73.01¢59.88¢25.206i=WesietnWoodsProductsAssn,2=-SouthernForestProdiictsAssn.rerevised#FlawdataitheproductionindicalorsareseasonallyadjustedincomputingtheBusinessWeekindex(charl);othercomponents(noilisled)aremachineNA=Notavailable3BWproductionindexcopyright1983byMcGraw-Hill,Ine.BWleadingindexcopyright1983byCIECR,ColumbiaGraduateSchoolofBusiness,2BUSINESSWEEK/JANUARY16,1984FeLatestMonthYear1967monthagoagoaverage42leadingindicatorscomposite/CommDept,seasadj,index...November.46181624,tg01ar—*1000Manufacturers’inventories/Comm.Dept.,seas.adj.,inbillions.November.$260.7$260.8,$267.97$84.6-..November.$16,848$16.95:2,556Imports/Comm,Dept,seas.adj,inmillions...Novernber-Peseeaeenzasfyanddelenseandspaceequipment2SUAUIFAPPLECOMPUTER’SCOUNTERATTACKAGAINSTIBMttheshinynewred-and-whiteAreeofAppleComputerInc.inCalifornia’sSiliconValley,theatmospherereflectsacuriouscombi-nationofhighexcitementandastateofsiege.TheCupertinocompanyisprepar-ingtorolloutnofewerthanthreenewpersonalcomputers,beginningatitsJan.24annualmeeting.Butthetensionjisrunningespeciallyhighnowbecausethesenewproductsaretheopeningsal-yoinanall-outcounterattackagainstarchrivalInternationalBusinessMa-chinesCorp.“ThisistheyearApplefightsback,”declaresJohnSculley,Apple’sintensepresident.“Wearebettingtheentirecompanyandaregivingupayearofourlives—workingsix-orseven-dayweeks.”Thistoughstanceissomethingnewfortheseven-year-oldcomputermaker.ButasSculleyputsit:“Tcertainlydidn’tcometoAppletomindthestore.”SinceApplepioneeredthepersonalcomputerin1977,thecompanyhadsmuglyplayedtheroleofmarketleader.ButIBMneed-edonlytwoyearswithitsphenomenallypopularPersonalComputertounseatAppleastheNo.1supplierin1983.Intheprocess,ApplelostclosetohalfofitsshareoftheU.S.personalcomputermarket,eventhoughitssalessoared69%,to$982.7million,fortheyearendedSept.30.Thecompanyshippedonlyabout24%ofallpersonalcomputerssoldintheU.S.in1983,downfrom41.2%ofthe1981market,accordingtomarketresearchersatDataquestInc.(chart).Profitssufferedevenmore,withnetfalling80%,to$5.1million,inthethreemonthsendedSept.80.ThedropwasaresultofthemajorinvestmentsthatAp-lewasmakinginitsupcomingprod-PewindinanautomatedfactoryinFre-aatCalif.toturnouttheseproducts,Ewell‘assomeprice-cuttinginthefaceBAgrowingcompetition.;NEWFAMILIES.ApplestillhasafirmgripontheNo.2spotinthepersonalcomput-business.Itsfirstmodel,theAppleII,=heworld’smostwidelyusedpersonalisthewor'some1-4millionunitsarein-computeecordingtoDataquest.AndFu-ireComputingInc.,aTexasmarketre-achesestimatesAppleshippedasearche4},000AppleTiesinDecember.reatjusthowfastApple’sbusinessSCULLEYHASBUILTHISSTRATEGYAROUNDTHELISAANDAPPLEIIPRODUCTFAMILIESwillgrowinthefuturewilldependlargelyonhowsuccessfulthecompanyiswiththenewproductsthatitwillintroduceinthenextfewmonths.“Ap-plewillremainNo.2to1BM,”predictsEgilJuliussen,chairmanofFutureCom-puting.Butheadds:“IfApplecangetthenewproductfamiliesstartedstrong-HowfastApplegrowsdependsonthesuccessofthreemodelsitisabouttointroduceaeNRRRTENS)lyin1984,itwon’tlosethemomentumto1BMthatitdidin1983.”Applewillnotdiscussthesenewcom-putersuntiltheyareannounced,butin-dustrysourcesexpectthreemodels:0Macintosh.Themostimportantnewmodel,Macintosh,willbealesspower-ful,lower-pricememberoftheeasy-to-useLisafamily,whichAppleannouncedwithmuchfanfareayearago(BW—Jan.31).Macintoshisexpectedtohiaretailpriceof$1,995,lessthanone-thirdofthepriceofthe$8,000LisaandverycompetitivewiththeIBMPc.LikeLisa,the20-lb.Macintoshprocesses32bitsofdataatonetimeandcomeswitha“mouse”—apointerthatmakesiteasiertotellthecomputerwhattodo—andcandisplaymorethanonetaskatatimeindifferent“windows”ofitsdisplayscreen.WhenitisintroducedonJan.24,“Mac”willcomeequippedtodowordprocessing,drawing,andfinancialspreadsheets.Otisa.ScheduledtobeannouncedalongwithMacintosh,LisaIIisexpect-edtoreplacethecurrentLisa.Althoughitwillbepriced$1,500cheaperthanthecurrentmodel,itwillprocessdatafivetosixtimesfaster.ThenewLisawillbeabletorunmostoftheprogramswrit-tenforMacintosh,butMacwillnothavethepowertoruncurrentLisasoftware.0AportableAppietle.TobeannouncedinApril,thisnewcomputerwillbeaporta-USINESSWEEKIUANUARY16,198478INFORMATIONPROCE:
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V/hateverycompanyEXECshouldknowaboutFAX.Ifyouhaven'tlookedintofacsimilecom-ne,municationslately,it’stimeforasecondlook.TheeconomicsofdocumentdeliverybyfacsimilehavegreatlyPEED]FFAimproved.EquipmenteitONcostsarefarlower,andfacsimiletransmissionTTT=speedsaredramatically|Z||higher.Bet\Take,forexample,2fthenewPanafaxPX-|100.ItcandeliveranYexactcopyofapageofwritten,printedor|Lgraphicmaterialalmost707580anywherethere'sanotherfacsimile.Overordinaryphonelines.Injust40seconds.That'salmost10timesfasterthantheFAXmachinesofthe70's.SolinecoststoFAXadocumentfromNewYorktoCaliforniathatunder$1.AndwithWATSlinesandcommer-Alsoloweristhecostoftheequipment1]1Ax]itself.TheGroup3PX-WARECOS100isunder$5,000.Peal||_|OtherPanafaxmodelsstartatunder$2,000.Afarcryfromthe$15,000to$20,000pricetagsofafewyearsago.Soifyou'veeverwishedforafaster,moreeconomicalwaytolinkregionaloffices.manufacturingplants,evenyourvendors.returnthecoupontoarrangeafree30-daytrialonthePanafaxPX-100.You'llseethatPanafaxisallanyEXECneedstoknowaboutFAX.TERE30-DAYTRIAL|PanafaxCorporation,10MelvilleParkRoad,aa‘|||7520aeTMelville,NY11747.Calltollfree1-800-645-7486(inNewYorkStatecall516-420-0055).InCanadacall416-624-5010.OIdlkeafreetrialonthePX-100.OI'dlikemoreinformation.(I'dlkeliteratureonyourentirefacsimileproductlinePanafaxJustslightlyaheadofourtime.Name.Title.CompanyAddress,City,State__Zip_Phone.BWr----wereoncemorethan$3perpagearedowntociallong-distanceservices,costsareevenlower.Lcurrent,enhancedversionoftheoriginalAppleII.Itwillsellforlessthan$1,000andwillbe“lightenoughtoputinyourkid’sbackpacksothathecantakeittoschool,”saysonesource.Itwillbeabletorunmostoftheestimated16,000pro-gramsthathavebeenwrittentodatefortheAppleIIfamily.ThesethreeproductsarethefirsthardevidenceofApple’snewstrategy.AlthoughSculleywashiredlastAprilprimarilyforhisskillsasamarketingcommunity,butitsoldfewerthan20,000systemsin1983—lessthanhalfthenum-stinternally.editsgoalbecauseApplemadeseveralmarketingmistakes.Itin-troducedLisawithoutthreeoftheattri-butesapersonalcomputerneedstocrackthecorporatemarket:adequatebusinesssoftware,afamilyoflargerandsmallerproduets,andtheabilitytocommunicatewithothercomputers.Anditdidnotmovefastenoughtotraindealersanditsownsalesforce.“Appletureof[ChairmanStevenP.]Jobs,”saysMitchellD.Kapor,presidentofsoftwarecompanyLotusDevelopmentCorp.Sculleyisvague,however,aboutthemarketsinwhichheexpectsAppletobedominant.Heisthefirsttoadmitthat“inthebusinessmarketwehavenotbeenassuccessfulasIBM.”Becauseofthat,heisdeemphasizingthecorporatemarketandaiminginsteadtowardwhathedescribesas“smallbusinesses,smallofficesoflargecompanies,and[applica-tion-specific]verticalmarkets.”Heside-ALTHOUGHSALESHAVESOARED...+»ANDHAVESHRUNK...WHYAPPLENEEDSAPICK-ME-UP---PROFITMARGINSMARKETSHAREHASSLIPPED‘SHAREOFU.S.MARKETBASEDONRETAILVALUEOFPERSONALCOMPUTERSYSTEMSSOLD0198)—«(1982,—=S«(1983(AMILLIONSOFDOLLARS198119821983aPERCENTDATAAPPLECOMPUTERINCRETURNONSALESGipreBwmovGBIHEWLETT-PACKARD1981“APERCENT1982DATADATAQUESTINCwhiz,hehasspentnearlyallofhistimeFne-tuningthestrategyfortheseprod.neireisconvincedthatthebestwayuctspletodistinguishitselfintheiydedpersonalcomputermarketplaceCiehavetechnicallyadvancedproducts.BveJeisgoingtocontinuetobeveryaa_technology-driven,product-ori-dcompany,”hemaintains.Oesomeextentthisrolehasbeenuy‘ApplebyIBM.Industryobserv-thatitwasIBM’sstrongmar-andcustomersupportthatmadeaeaRonnOlesuccess.“TtisverytheserforAppletoestablishandimportan|technologyleadershipposi-mainta)intsoutE.FloydKvamme,Ap-ten,Lesoutivevice-presidentformarket-ple’somysales“Ttdoesn’tmakeanyingaorustotrytooutsellorout-sensFsserviceIBM.ButasforcedonersagreepplealreadyfoundoutwithUeativeLisa,technologicalleader-theinnovaratenoughforsuccess.Theship@nyinitiallytargetedLisaprimarilycomperessionalsandmanagersinlargeatpro”tions.‘Thecomputergotravere-corporations:.epressandthetechnicalview———-sufferedfromtechnologicalhubris,”saysThomasJ.Peters,co-authorofthebookJnSearchofExcellenceandacon-sultanttothecompany.“Ittookthena-iveSiliconValleyviewthatLisawouldwalkintotheboardroomsofcorporateAmericaandsellitself.”Topreventareplayofthatproblemwiththisyear’sproducts,Seulleyistem-peringApple’stechnologyorientationwithapragmatic,market-orientedstrat-egy.“Wemustmakesurewedon’tgetoverwhelmedbytheexcitementofthetechnologyandforgetwehavetoputitintomarketableproducts,”heexplains.BALANCINGACT.Asafirststepinthisdirection,SculleyisrationalizingApple’sfragmentedproductline.WhenLisacameout,thecompanyhadthreeprod-ucts—theAppleII,theAppleIII,andLisa—andeachcouldrunonlyitsownprograms.NowSculleyisfocusingontwogroups:TheAppleIIfamily,whichwillincludetheAppleIII,andtheLisa-Macintoshfamily.“Sculleyhasbroughtanimmenseamountofpracticalityandmorecommonsense[toApple],whichreallybalancesthemorevisionaryna-stepsthequestionofwhichmarketsaremoreimportantbyanswering:“Weareacompanythatdistributesitsproductsthroughtheretailchannel,whichservesbothbusinessesandhomes.”ThetelevisionadvertisingcampaignApplelaunchedlastfallillustratesthisambivalence.Thecommercialsfeaturedwhatappearedtobesuccessful,individ-ualisticyoungprofessionalsatplayandatworkwiththeirApplecomputers.Butwhilethecommercialsmayhavebeenartisticallypleasing,they“didmakeyouwonderwhatitwasthe:sell,”saysWilliam“Trip”Hawkins,presidentofsoftwarepublisherElec-tronicArtsInc.Retailerswereespeciallydispleasedwiththeads,reportsFutureComputing.Applecancelledthecam-paigninearlyDecember.OneplacewhereApplehasbeenwell-receivedistheeducationalmarket.Fu-tureComputingestimatesthatwelloverhalfofthecomputersusedinschoolsareApples.And“althoughBmisgoingtogrow,itisnotgoingtobounceAppleout[oftheschools]intheshortrun,”predictsKenBrumbaugh,executivedi-amaTIONPRO’FO!IN!BLNEEK/JANUARY16,198479.
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ty’Gould...InnovationandQualityinElectronics“Someofourlogicanalyzersarejusttoocomplex,andthey'rehurtingproductivityinourmicroprocessordesign.Doesn‘tanybodymaketrulyuser-friendlyanalyzers?”Gould'snewK-105logicanalyzertakestheleadinsimplicity.Asingle“help”buttonmakesoperationeasy,evenforfirst-timeusers.TheK-105speakssimpleassemblylanguage,notcomplexobjectcode.Andit’smodularformultipleconfiguring.Infact,it’sreallytwoanalyzersinone—itintegratesbothsoftwareandhardware,andleadsallothersinprice/performance.Itisthemostadvanced,mostpowerfullogicanalyzeravailableanywhere.TheK-105isanotherexampleofGould'sdedicationtoinno-vationandqualityinthetestandmeasurementmarket.Throughitsinterrelatedtech-nologiesandproducts,Gouldalsoservestheminicomputer,factoryautomation,medicalinstrumentation,defense,semiconductorandmaterialsmarkets.“Gould.”miFormoreinformationonthenewK-105andourcompany,write:GouldInc.,Dept.L,10GouldCenter,RollingMeadows,IL60008.ElectronicsnformationProcessinrectoroftheMinnComputingConsortium,aleadingdevel-operofinstructionalsoftware.ThenewportableversionoftheAppleIeisex-pectedtoentrenchthecompanyevenfurtherinthismarket.RIGHTATHOME.ThenewAppleportablecouldalsoprovidethecompanywithanentryintotheonemarketthatithasnottriedtoenter:thehome.Applealwaysconsideredits$1,295AppleITmodelstooveforthehomemarket.Butthe3s$1,000portablemightfitrightinwiththenew,higher-pricehomema-chines,suchasColecoIndustriesInc.'sAdamandIBM'sPcjr,bothofwhichhavemodelssellinginthesamepricerange.“Theeducationalmarketisgoingtopro-videuswithabridgeintothehomemaiket,”assertsJohnC.Cavalier,vice-presi-dentandgeneralmanagerofApple'sPersonalComputerSystemsDiv.Farmoreuncertain,however,areprospectsforMacintosh.Industryex-pertsspeculatethatthemuch-publicizedmachineisaimedatthebusinessmarketbecauseitwillbelaunchedwithafinan-cialspreadsheetprogram.YetMacintoshwilldebutwithoutseveralfeaturesthatarevitalinanybusinessmachine.Forexample,themachinewillnotbean-nouncedwiththesoftwarethatwouldmakeitpossibletocommunicatewithothercomputers.Andalthoughmostin-dependentsoftwarevendorsarewildlyenthusiasticaboutMacintosh,fewareexpectedtobereadytoshipapplicationssoftwareimmediately.Furthermore,Macintoshwillnotrunanyofthehundredsofbusinesspro-gramsthathavealreadybeenwrittenfortheIBMPc.AlthoughtheIBMsoft-wareisbecomingadefactostandardintheindustry,someobservbelievethatApplewillbeabletosetitsownstandardandnothavetoworryaboutmakingitsproductscompatiblewithIpm’sPC.“BasicallyIthinkthenewAp-pleproductlinesandtheenhancementsthatAppleisofferingwillkeepusandourcustomershappyfortheforeseeablefuture,”retailerRoyT.Hoke,vice-presidentofMicroComputerofDenverIne.“Idon’tseethelackofdirectIBMcompatibilityaproblem.”A‘SEXY’COMPUTER?Still,SculleyseemstobetakingnochancesandpromithatAppleproductswillbeabletocoexistwith1BMmachines.Appleha:nouncedanIBMcommunicationscapabili-tyforLisaandisexpectedtoofferthesameforMac.“Whatweneedisagate-wayintotheIBMworld,”saysSculley.“Wedon’twantcustomerstobeputinthepositionofhavinglivewithtwoincompatiblestandard:Overall,ApplehopesthatMacintosh’s-to-usesoftwareandits$1,995priceAPPLEFOUNDERJOBSHADHIGHHOPESFORLISA,BUT1983SALESWEREDISAPPOINTING.tagwillprovesooverwhelminglyattrac-tivethatanyproductshortcomingswillbeoverlooked.Manywhohavehadsneakpreviewsofthemachineagree“Macintoshisveryaggressivelypricedandisabsolutelytheright,user-friendlyproductfor1984,”saysRalphA.Gil-man,anindustryanalystatInfoCorp.JoyMcCully,aformerAppleexecutivewhoisstartingherownsoftwarecompa-ny,agreesthatpeoplewillviewMacin-toshas“cuteandwithvisceralappealeaOnecloudonthehorizon:Applestilldoesn’thaveitsownR&Dfacility(—acaecmaaaneeee|whichishardtoexplain—inthesamewaythattheCorvettehassexappeal.”SomeindustryexpertsaresobullishontheproductthattheyareforecastingthatApplecouldsell300,0001toshesthefirstyearalone.Appleportedlypreparingtosellahalf-millionunitsduring1984.Asapromisingstartfortheproduct,insidersthatApplehasbeensewingupcontractstosupplylargenumbersofthemachinestosuchuniversitiesasStanford,Carnegie-Mel-el.SaysBrianK.Reid,aprofessorofcomputerscienceatStan-fordUniversity:“Maeisgoingtobeverybigintheuniversities—it’salmostexactlythekindofmachinewewant.”Whilebulkpurchasesgainpublicity,ApplewillhavetohavethesupportofitsdealernetworkifitistosellasmanyMacintoshesasithopesto.LastyearmanyAppledealerswereputoffbythecompany’sattemptstosellLisadirectlytolargecorporationsandbyitsunstablepricingontheAppleIe.ButSculleysaysthat“wehavemetwithdealersandtoldthemthatourprimarycommitmentistotheretailchannel.”Manyretailershavenoticedthechanges.SaysHoustonretailerWilliamE.LadinJr.ofCompu-terCraft:“Wewentfromlivinghelltoaveryspecialrelationship.”DON'TLookBack.AsAppleunderScul-leystrugglestoacquireunfamiliarmar-ketingtechniquesanddisciplines,itisalsoundergoingmajorupheavalsinitsinternalorganization.SincethestartofSeulley’sregimeinFebruary,almosthalfofthe15peopleonApple’spolicy-makingexecutivestaffcommitteehavedepartedandbeenreplaced.Becauseofthesqueezeonprofits,Sculleyhasre-ducedApple’sstafffrom5,300inJulytoabout4,600.Hehasalsorestructuredthecompanyintosmallergroupsorga-nizedaroundproducts.ThemostdramaticchangewillbetheupcomingmergeroftheMacintoshandLisaproductdivisionsintoasingleunit.regardthismoveasnec-aandMacintoshnowmakeupasingleproductfamily.Butthereorganizationhashurtmorale.“ThersalotofanguishatApplethese””reportsoneinsider.Applewrestleswithputtingitsneworganizationandmarketingstrate-giesinplace,someobserverswonderifthecomputermakercouldforgetthatasatechnologyleaderitmustdevelopthenextmajoradvanceincomputerdesign.AsStanfordcomputerscientistReidpointsout,bothLisaandMacintosh“areedalmostcompletelyonideasfromresearchdoneatXeroxCorp.inthe1970s.”HeaddsthatApplestilldoesnothavearesearchanddevelopmentlabora-toryofitsown.“WhiletherearelotsofawfullysmartpeopleatApple,”Reidsays,esearchandrideasdon’tcomefromsmartsalone.DespiteApple’smanychallengesanderrorsofomissionandcommission,mostindus’believeitwillbeabletoholdontoitsNo.2positioninpersonalcomputers.SaysAlexanderD.SteinofDataquest:“Applewillcontinuetobetheankingcompanyforawhilebecausethereisnoothercompanyinhtthatcanchangethat—yet.”&
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nftormationProcessinCANAPPLE’SCORPORATECOUNTERCULTURESURVIVE?(AyerInc.isduetomorethanjusthavingtherightproductattherighttime.Itisalsotheresultofthecompany’shomespun,entrepreneurialcorporateculture.Andasthepersonalcomputermakerlaunchesitscounterat-tackonInternationalBusinessMachinesCorp.,themarketleader,Applemanage-mentrecognizesthatitsmostimportantchallengewillbetoretainthatsmall-companycultureeventhoughitssalesratehaszoomedpast$1billionannually.“Whatwedon’twanttoloseisthespecialcultureApplehas,eventhoughAppleisgoingtolookalotdifferentoverthenextyear,”saysPresidentJohnSculley.“Failureforusdoesn’tmeangoingoutofbusiness,”hesays,butratherfindingthatAppleisnot“agreatplacetoworkanymore.ManagementexpertsconcurthatAp-ple’scultureisathingapart.“ThereisnocorporationintheworldlikeAppleComputer,”commentsmanagementcon-sultantThomasJ.Peters,co-authorofthebest-sellingbookInSearchofExcel-lence.TheinformalattireofApple’syouthfulstaffreflectsanunderlyingat-titudethatgivesfarmoreweighttodo-inganinteresting,importantjobthantoT:greatsuccessofAppleComput-possessingthetrappingsofpower.AtApple,Sculleyexplains,“smallteamsdo-inggreatthingshaveahigherprioritythanthehiermapcapKips.Thisultsin“pure,|don’tseeanywhereelse,”whoisnowaconsultanttothecompany.AndtheenthusiasmtranslatesintoawillingnessonthepartofmanyofAp-’s4,645employeestoputinextraordi-longhours.MembersoftheMac-ofmanagement.”intoshdevelopmentteamwearT-shirtsthatboast:“Working90hoursaweekandlovingeveryminuteofit.”SaysanadmiringJohnC.Cavalier,whorecentlyjoinedApplefromAtariInc.inthepostofgeneralmanagerofthePersonalComputerSystemsDiv.:“Thekidsthatworkhere,whoaremainlyinthe20-to-30-yearagebracket,arewillingtodounbelievablethingstogetthejobdone.”ThespiritofAppleismostlyareflec-tionofStevenP.Jobs,thecompany’smercurial28-year-oldchairmanandco-founder.Jobs,acollegedropout,broughttoAppleabluntstyleofcom-munication,adislikeforhierarchyandrules,andabiasinfavorof“asmall,madeapgroupofbrilliantguysproduc-ingsomethinginacorneronaverytightdeadline,”saysformerAppleexec-utiveJohnD.Couch.AddsWilliam“Trip”Hawkins,nowpresidentofsoft-warepublisherElectronicArtsInc.:“Steveusedtosaythatthereasonwe'regoingtoblowIBMawayisbecausewe'reunprofessional.‘Professional’wasawordheusedtospitoutlikeaninsult.”Suchunconyentionalityattractedoth-erbright,youngpeoplewhofeltstifledinmoretraditionalcompanies.“Thelackvasinspira-PatriciaMarriott,whohadworkedatboth18MandHewlett-PackardCo.asasoftwareengineerbe-foreshejoinedApplein1979.AtHP,Marriottsaysthatshewastolditwouldtakemanyyearstorealizeherwishtoswitchfromengineeringtomarketing.ButatApple,shesays:“IwasaskedrightawayifIwouldliketobemanagerformarketresearchandplanning.”Forallitsadvantages,Apple’scorpo-ratecountercultureisnotwithoutitsdrawbacks.Forone,theunconventionali-tymakesitharderforthecompanytosignupcustomersinAmerica’sconser-vativecorporateheartland.“ThetypicalAppleexecutivefindstheconventionaldataprocessingmanagerheusuallyhastodealwithextremelyboring,”saysoneAppleinsider,adding:“TheppmanagerinturnoftenfindshisApplecontactbrashandhardtoidentifywith.”‘BURNEDout.Apple’shyperintenseschedulescouldalsobecomeself-defeat-ing.SourcesinsideApplereportthatpoorhealthhasdoggedmembersoftheMacintoshteamastheyworkedagainsttheclockinrecentweeks.Asfatiguesetsin,Applecouldfinditsstaff—anditseulture—diminished.“Peopleareget-tingburnedoutandareleaving,whichisnotgood,”saysRogervonOech,presidentofCreativeThink,aMenloP:(Calif.)managementconsultingfirm.Al-readythepersonalcomputermakerisbecomingmoremethodicalandlessfre-netic,saymanylongtimeobserv“Appleischangingbecausemanyofthepeoplewhomadetheculturehaveleft,”commentsformerAppleexecutiveCouch.Still,Seulleysaysthatheisdeter-minednottosacrificetheattractiveas-pectsofthecultureasheimposesmorecontrolandstructureonthecompany.Hehopestostrikethedelicatebalancebetweencreativefermentanddiscipline“bymakingtheproductdivisionss'er.”ButseasonedobserversofrateculturewarnthatScullenotbeeasy.“Abillion-dollarcorporationtryingtoactlikea$30millioncompanyisjustplaincontradictory,”saysconsul-tantvonOech.“But,”headds,“IhopeScull@ysucceed:EEK/JANUARY16,1984INFORMATIONPROCESSINGBRUARY20,1984wl,o==)WHAT'SLEFTOFREAGANOMICS?APPLEBITESBACKRUPERTMURDOCH'SMOTLEYEMPIRETHEBUSINESSEDUCATIONOFJANEFONDA
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Ifonlythedollars-and-centspromiseofReaganomicshadbeenasenduringastheStarsandStripes.ThecoverpaintingisbyEraldoCarugati.ForanaccountofhowReaganmissedhisoriginaleconomicgoals,andwhat‘hemightdoifreelected,seepage42.TUNE(ISSN0015-8259),FOerory20,1984,Vol.109,No.4.suedbiweeklybyFimeInc.,3435WilshireBlvd,LosAngeles,Col.90010.Sec-teaclasspostagePaidatLosfageles,Cal,endataddi{ionalmailingoffices.SubscriptionsUS,US.Conada:gressalsubscriptionsfondcorrespondenceconcern-ingthemtoFORTUNE,541NathFairborksCour,Chica‘Il,6061|.PrincipaloFTime&tileBuilding,le“enter,NewYork,denceconcerningedito-sapeeentoFORTUNE,ifeBuilding,Rocke-Time8LilBuildingRoce”©Center,NeteleCehardMunroorspronibited.FOR-agsteredmarkofFEBRUARY20,1984FOIR|T|UINIETHEBUDGETWhat’sLeftofReaganomics?byAnneB.FisherOneCounty’sPipelinetotheTreasurybyIrwinRoss4250COMMUNICATIONSMurdoch’sMotleyEmpirebyRichardI.KirklandJr.andGwenKinkeadEuropeBracesforFree-MarketTVbyAndrewC.Brown6074COMPUTERSAppleBitesBackbyAnnM.Morrison86COMPANIESHondatheMarketGuzzlerbyHenryScottStokes104SELLINGTupperware’sPartyTimesAreOverbyGwenKinkead113UTILITIESPrematureObituaryforNuclearPowerbyKennethLabich123ENTREPRENEURSTheBusinessEducationofJaneFondabyJuliaVitullo-Martin128BANKINGPuttingMorePainintoBankFailuresbyOrinS.Kramer4THEEDITOR’SDESK6INTHENEWSMerrillLynchshareholdersbailoutBaldwincustomers,a“dirtcheap”Maserati,Citicorp’slockonManiladeposits,changeinchiefsatCommodore,Imlay’slion—andmore.17LETTERSTOFORTUNEOnmanagement'srights,training,highheels,andothermatters.25FORTUNEFORECASTThefederalbudget’sblightongrowth.Statesandcitiescutspending.31KEEPINGUPByDanielSeligman37THEWASHINGTONCONNECTIONReaganitesgetpragmatic—andmore.145FOLLOW-UPASovietgasglut,HocktoleaveVisa,BoeskybuysanS&L—andmore,135147PERSONALINVESTINGNot-so-cheapconglomeratestocks.Aplayinreligiousbooks.Rewithoutdebt.PortfolioTalk:investmentconsultantRobertNurock.ByElizabethS.Silverman155ONYOUROWNTIMESeminarsforexecutivesonvacation.ByMarilynWellemeyer161BOOKSANDIDEASThecontradictionsofBernardBaruch.ByJohnDavenport),1984FORTUNE3
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EDITOR-IN-CHIEFHenryAnatoleGrunwaldPRESIDENTJ.RichardMunroCHAIRMANOFTHEBOARDRalphP.DavidsonCORPORATEEDITORJasonMcManusGROUPVICEPRESIDENT,MAGAZINESKelsoF.SuttonEXECUTIVEVICEPRESIDENT,MAGAZINESPhilipG.HowlettBORWOOGEFounderHenryR.Luce,1898-1967MANAGINGEDITORWilliamS.RukASSOCIATEMANAGINGEDITORDanie!SeligmanEXECUTIVEEDITORSRichardArmstrong,AllanT,DemareeASSISTANTMANAGINGEDITORSWilliamBowen,WyndhamRobertsonINTERNATIONALEDITORDonaldD.HoltARTDIRECTORMargeryPetersPICTUREEDITORAliceRoseGeorgeBOARDOFEDITORSTomAlexander,RobertBall(Europeaneditor),EvelynBenjamin,CharlesG.Burck,A.FEhrbar,EdmundFaltermayer,WalterGuzzardiJ.‘AnnHengstenberg,MaryE.Johnston,WalterKiechelIII,LouisKraar(Asianeditor),CarolJungeLoomis,ArthurM.Louis,RobertLubar,MyronMagnet,JeremyMain,ToddMayJr.,WalterMcQuade,HaroldBurtonMeyers,AnnM.Morrison,RoyRowan,LeeSmith(Tokyo),BroUttalASSOCIATEEDITORSRosalindKleinBerlin,PeterW.Bernstein(Washingtoneditor),EdwardBoyer,PeterBrimelow,AndrewC.Brown(London),VivianBrownstein,3Cifelli(Washington),raker,CatherineComesHaight,Hector(SanJose),GwenKinkead,RichardI.KirklandJe.KennethLabich,PatriciaA.Langan,LisaMillerMesdag,AliciaHillsMoore,ThomasMoore,SylviaNasar,PeterNulty,PeterD.Petre,AnnReilly(Washington),FayRice,LenoreSchiff,StratfordP.Sherman,BruceSteinberg,DavidB.Tinnin,EleanorJohnsonTracy,ShawnTully(Paris),MarilynWellemeyer,WiltonWoods,FordS.Worthy(Chicago)REPORTERSEdwardC.Baig,JoanW.Campo,CraigC.Carter(Washington),DarienneL.Dennis,AnnDransfield,BrianDumaine,MargaretA.Elliott,JaclynFierman,LynnFleary,AnnGoodman,AndrewKupfer,ClaireMakin,PhilipMatera,MichaelMcFadden,JohnPaulNewportJr.,BrianO'Reilly,NancyJ.Perry,TomPost,AlisonBruceRea,LouisS.Richman,MichaelRogers,ElizabethS.Silverman,SarahSmith,H.JohnSteinbreder,DavidWeldStevens,RobertSteyer,DanielP.Wiener,MonciJoWilliams,RoyceD.Wolfe,KatharenaLeanneZandersCORRESPONDENTSLondon:FrankMelville.Paris:AnneSington.Tokyo:HenryScottStokesARTSTAFFLeoF.McCarthy(associatedirector),JimCavanagh,JoshGosfield,JeanHeld,JoanR.Smyth(designers),NaiLee,DanMason.Pikey(associatepictureeditor),MaureenDulyBenziger,ElizabethChengKrist,CatherineChermayeff,PhilipGefterCOPYDESKDorothySpenceIllson(chief),JoyceLautensO'Brien,JaneSandiford(deputies),ithFirooziFried,CarolGwinn,Caro!Holmes,EmilyMiksztoSalzbergCOPYPROCESSINGDonaldG.Biglands(manager),LaurenceW.Whiteford(deputy),MichaelJ.Tomassi(assistant)PRODUCTIONSidneySklar(director),MaureenMallonCluen(manager),AnneFoley(assistantmanager)EDITORIALSERVICESChristianaWalford(director)PUBLISHEREdwardPatrickLenahan,ASSOCIATEPUBLISHER&ADVERTISINGDIRECTORJamesB.HoeferGENERALMANAGERMarieCherichettiMARKETINGDIRECTORHowardKaplanPROMOTIONDIRECTORDavidL.NimzCIRCULATIONDIRECTORethP.BUSINESSMANAGERThomasJ.GreDIRECTORINTERNATIONALADVERTISINGThomasM.Curtin4FORTUNEFEBRUARY20,1984Wolfe(left),Fisher,Fleary,andRossTIATE]JELDITOPRYS|IDESIK)HECHEERSfromthebusinesscommunitythatgreetedRonaldReagan’selection,asFORTUNEnotedatthetime,werepresumablyinre-sponseto“thegeneraldirectionoftheprogramtowardlessgovernmentandastrongerprivateeconomy—notforthefineprint.”Thoughbusinesshasplentytocheeraboutinthissecondyearofeconomicrecovery,ourcoverstory,“What’sLeftofReaganomics?”(page42),makesclearthatthefineprintisn’timproving.ForassociateeditorAnneFisher,whowrotethestory,acriticalchal-lengewasgettingAdministrationoffi-cialstoagreetolengthyinterviewsjustastheywereputtingthefinaltouchesonthebudget.KeypeopleattheTreasuryandtheCouncilofEco-nomicAdviserscooperated,andmostimportant,shegotapreliminaryideaofwhatthebudgetwouldincludefromwhatshecallsadeep-throattypeelse-whereintheAdministration.“Hewouldonlyanswermyquestionsyesorno,buthekeptmeontherighttrackallalong,”saysFisher.SheandreporterRoyceWolfetookthatpre-liminarysketchtoadozeneconomistsandconsultantsfortheirevaluationofthebudgetandwhatislikelytofollowitifReaganisreelected.FisherquicklydiscoveredthatRea-gan’spersonaltaxcuts—ahallmarkofReaganomics—werelesssweepingandpermanentthanshehadprevious-lybelieved.“Ifallintotheincomegroupthatdidgetataxbreaklastyear,”saysAnne.“NowI’mpreparedtoloseittoincreasedSocialSecuritytaxesandinflation.”Alltaxpayershavereasontobein-terestedin“OneCounty’sPipelinetotheTreasury”(page50),acasestudyofhowfederalmoneygetstoandisspentbyacommunity.IrwinRoss,thewriter,chosetolookatArlington,Vir-ginia,fortworeasons:itmaintainsex-cellentrecordsofthefederalmoneyitreceives,anditisoneofAmerica’srichestcommunities.TomakesurethatevenArlington’smeticulousrec-ord-keepingdidn’tleaveanyfederalmoneyout,reporterLynnFlearywentthroughCensusrecordsoflastyear’sgrantstoVirginia,3,000pagesworth.Sheturnedupnosignificantomis-sions.AlthoughReaganiscuttingbackaidtocommunities,enoughmoneyisstillpouringintoArlingtontoallowthecommunitytodothingsitwouldn’thavedreamedofdoingwithitsownmoney.“I’mnotaconservative,”saysRoss.“ButIamagainstsillinessandwaste.”WelleamPebipaMANAGINGEDITORCOMPUTERS/ANNM.MORRISONAPPLEBITESBACKu“IBMwantstowipeusoffthefaceoftheearth,”saysAppleComputer’sco-founderandchairman,StevenJobs,28.ButJobshasafewbitesleft.ThenewMacintoshpersonalcom-puterthatAppleintroducedatitsshareholdermeetinginlateJanuaryisthecenterpieceofanewstrategyandanewproductlinedesignedtomakeAppletheclearandstrongalternativetoBigBlue.Ifthegamblecomesoff,thesuccesswillbedueasmuchtothehundredsofcomputerdealerswhowillsellthenewmachineastoitshighlytoutedwonders.NolessthanJobs,thosedealersabhortheprospectoflivingatIBM’sbeckandcall.ontheroadforApple,ChairmanStevenJobsdemonstratedMacintoshtodealersinChicagoaspartofthe$15-millionlaunch.g6FORTUNEFEBRUARY20,1984
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CreatedasaresultofthebreakupoftheBellSystem,theBellSouthCorporationisacompanywithsomeveryimpressivenumbers.Ourassetsaresome$21.5billion.Weserve13.5millioncustomers.Andwe'recomprisedoftwoofthetop-earningBelloperatingcompanies:SouthernBellandSouthCentralBell.Wearealsofortunatetobeservingthenine-stateSoutheastregion,oneofthefastestgrowingareasinthenation.Infact,CensusBureauestimatesindicatethattheregion’spopulationwillincreaseby14millionbytheyear2000.BellSouthisbig.Strong.Andconfi-dentthatwewillcontinuetobuildonourcurrentstrengths.OURNETWORKISOURSTRENGTH.Howdoweplantokeepgrowing?Forstarters,we'vespent$15billiontokeepourserviceaheadofdemandoverthelastfiveyears.Infact,two-thirdsofourplantinvestmentisunderfiveyearsold.Thekeytoourstrengthisourinnova-tivetechnology.OurregionpioneeredmanyofthemajorfieldtrialsAT&Tcon-ductedinthepast15years.FORTUNEmagazinedescribedusbysayingwe“embracehightechnologywiththefer-vorafundamentalistpreacherreservesforHolyWrit.”Ourachievementsproveit.Today,ourregionhas97%TouchTone®capability.Over70%ofcustomeraccesslinescanalreadyprovide56kilobitdataservice,andthiswillreach90%by1985.Ournetworkalreadyincludesover34,000kilometersofopticalfiber.OPPOSITE:Growingfromasolidbaseintelecommunications,BellSouthisleadingthewayinsuchadvancedcommunicationstechnologiesashigh-speeddatatransferandfiberoptics.WEAREMARKETINGTECHNOLOGYTODAY.Divestituremakestheseaccomplish-mentsevenmoresignificant.Inserving—andanticipating—thecustomer'sneeds,we'venotonlykeptuptechno-logically,butwe'vesurgedahead.Forexample,inMiami,Florida,weprovidedthefiberopticssystemforhigh-speedcommunicationsthrough-outthefinancialdistrict.AttheKnoxvilleWorld'sFair,wepio-neeredthefirstcommercialuseofsolar-poweredlightingforpublicphonebooths.InSouthFlorida,BellSouthispartofthefirstcommercialapplicationofvideotex,asystemwhichusesanormaltelevisionsetandakeyboardtobringaworldofservicesintohomesandbusinesses.Ournewsubsidiary,BellSouthMobilityInc,isaleaderinthedevelop-mentoftheexcitingmobileandportabletelephonemarket.Workingwithinthelegalandregula-toryframeworkofdivestiture,weareex-ploringothermarketingopportunities,too.Wehavethecapabilitytomarketserviceswhichtelephonecompanies,haveusedinternally—suchasbillingforotherlong-distancecarriersandamech-anizedsystemforkeepingrecordsofoutsideplantlocationsforotherutilitycompanies.AnotheropportunityinvolveswiringbuildingssothatanumberofBELLSOUTHWE'RETHERIGHTCOMPANYINTHERIGHTPLACEATTHERIGHTTIME.businessescouldsharesystemssuchasPBXservice,electronicmail,facsim-ileandteleconferencing—servicesthatnormallyonlylargecompaniescanafford.STRATEGIESFORGROWTH.InthecomingInformationAge,BellSouthintendstobecompetitive,butwithoutcompromisingourstandardsofserviceandquality.First,wewillmaintainoursolidrecordofperformanceinthecriticalstart-upyears,whichmeanswewillbeservice-orientedand,aboveall,financiallydriven.Second,ourfocuswillcontinuetobeonthetelecommunicationsbusinessforthefoundationofourprofits.Thismeansthatwewillworktoholdonto,andenhance,businesssegmentswhichoffersizeablemarketgrowthopportunities.Forexample,we'vean-nouncedanothernewsubsidiary,BellSouthAdvertising&Publishing,fordirectoryoperations.Weplantomarkettelecommunicationsequipmenttoourcustomers.Wealsoplantoservetheneedsoflong-distancecarrierssothor-oughlyandatsuchattractivepricesthattheywillnotbetemptedtobypassus.APROUDHERITAGEANDABRIGHTFUTURE.Whileourbusinesswillcontinuetobetelecommunications,BellSouthwillex-plorenewventures,newgrowthmar-ketsandnewbusinessopportunitiesinthe'80sandbeyond.Ourgoalissoundandprofitablegrowth,andwearededi-catedtoit;webelievethatourstrengthsandourskillsguaranteeitTolearnmoreaboutBellSouth,askyourbrokerorwrite:Mr.L.E.Spradlin,DirectorofInvestorRelations,BellSouthCorporation,675WestPeachtreeStreet,N.E.,Atlanta,Georgia30375.PuttingovertheMacintoshisnottheonlyitemonthecompany’sagendafor1984.Ap-pleispeddlingthreenewmodelsofitstop-of-the-lineLisaandwillbeaddingatleastonenewcomputertothefamiliarAppleIIline;itwillalsointroduceahostofperipheralprod-uctslikelaserprintersandmass-storagede-vices.Ithopestobecometheindustryleaderinmanufacturingtechnologywithitshighlyautomated$20-millionMacintoshplantinFremont,California.(Seebox,page94.)Asifallthisweren'tenough,JohnSculley,Apple’schiefexecutive,is“changingthedisciplineofthecompany,”asheputsit.Bymostac-countsSculley,whoheadedupPepsi-Cola,thedomesticsoftdrinkpartofPepsiCo,be-forecomingtoSiliconValleylastApril,isbringingdiscipline—controllingcosts,re-ducingoverhead,rationalizingproductlines—toanorganizationthatsomeinthein-dustrycalledCampRunamok.Oneresultisthatsome25%oftheexecutivecommitteeisnewsincehearrived.Theneedfordisciplinedidnotbecomeap-RESEARCHASSOCIATENancyJ.PerryoTOGRAPHSBYMICHAELABRAMSON,CHICAGOPHparentuntilfairlyrecently.Formuchofitsseven-yearhistoryApplehadnoseriouscompetitors,anditsgrowthcurvelookedlikeastraightlinenorth.From1978to1983itscompoundgrowthratewasover150%ayear.ThenIBMmuscledintothepersonalcomputerbusinessand,twoyearsafterin-troducingitsPC,passedAppleindollarsalesofthemachines.LastyearApple’smarketshareofpersonalcomputersretailingbe-tween$1,000and$10,000wentfrom20%to21%,whileIBM’srosefrom18%to26%,ac-cordingtoFutureComputing,aTexas-basedconsultingfirm.IBM’sdominancehasmadeitsoperatingsystem,thesoftwarethattellsacomputerhowtowork,anindustrystandard.It’sastandardthatnoAppleproductfollows.Apple’srevenuesnonethelessrose69%,to$983million,forthe1983fiscalyearthatendedinSeptember,anditsnetincomeof$77millionwas25%betterthantheyearbe-fore.Thecompany’sreturnonshareholders’equity,downsomewhatfromthe1982figureof28%,wasacommendable24%.ButAppleearnedonly$5.8millioninthefiscalquarterChiefExecutiveJohnSculley,introducingMacinAtlanta,camefromPepsi-Cola.Apple’sattackonIBM,heallows,islikethePepsiChallenge.thatendedinDecember,75%belowthelev-elofthepreviousyear.Thedrop,whichhalt-edthecompany’squarterlycontributionstotheemployeeprofit-sharingprogramforthesecondtime(thefirstwasthepreviousquar-ter),wascausedbyincreasedexpendituresonnewproductsandtheirintroductions,aswellasprice-cuttingonitsbestseller,theAppleIe.NEOFTHEFIRSTthingsSculleydidonjoiningApplewastoput“thehighestpriority”onclarifyingarunamokproductline.TheAppleII,theworld’smostwidelyusedpersonalcomputer,wassixyearsold.Themorepow-erfulAppleIIIhadneverfullyrecoveredfromitstraumaticintroductionin1981.Ap-plehadtorecallthefirst14,000unitstorem-edydesignflaws,andhadtroublesellingthere-engineeredversion.TheLisa,announcedtostockholdersatlastyear’smeeting,shouldhavebeenaworldbeater.Ithadthememoryofanele-phant—onemillionbytes—andwasthefirstFEBRUARY20,1984FORTUNE87
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88es...$950APPLEIlePortable(anticipatedproduct)@B-bitmicroprocessor+»128Kmemory$669PCjirentrymodel©16-bitmicroprocessor©64Kmemory|!$800to$900IBMNOTEBOOK(onticipatedproduct)©16-bitmicroprocessor«128Kmemory$1,000itmicroprocessor©64KmemoryMonochromemonitorFloppydiskdriveMACINTOSH©32-bitmicroprocessor©128KmemoryMonochromemonitor¢Floppydiskdrive@Mouse|$2,000.$3,244APPLEIllPLUS©8-bitmicroprocessor©256KmemoryMonochromemonitor$1,269PGjrexpandedmodel©16-bitmicroprocessor128Kmemor)¢Floppydiskdrive$1,000©16-bitmicroprocessor¢64Kmemory©Colormonitor©Floppydiskdrive$2,000©Floppydiskdrive$3,495LISA2©32-bitmicroprocessor512Kmemory©Monochromemonitor©Floppydiskdrive©Mouse$3,000){$4,000$4,495LISA2/5¢SameasLisa2,plus©5-megabyteharddiskdrive$4,000)NewBudsontheAppleTreeApple'stwoproductlinescoverjustaboutallthebasesinthepersonalcomputermarket.Theso-calledAppleIIfamily,whichincludestheAppleHeandAppleIHPlus,isbasedonaneight-bitmicroprocessor;MacintoshandtheLisa2susemorepowerful32-bitchips.IBM’sproductlineisnotasgaptoothedasitlooks,sinceadd-onequipmentmakesthePCcompetitiveinthe$3,000-to-$5,000range.Noneoftheanticipatedproductshasyetbeenofficiallyannounced.personalcomputercontrolledbyamouse,adevicethesizeofacigaretteboxconnectedbycabletothecomputer.Slidingthemousearoundadesktopmovesanarrowonthescreentothejobathand,sometimesrepre-sentedbyaclevericonorpicture,likeawastebasketforthrowingolddataout.Push-ingthebuttonontopofthemousestartsthetask.ButLisa’sprice,auser-unfriendly$10,000,undercutitsappeal;UlricWeil,thehighlyrespectedcomputerindustryanalystforMorganStanley,figuresthatonly20,000havebeensoldsofar.ORSEYET,theproductlineasawholelackedcoherence.EachofApple’sthreecomputersusedaseparateoperatingsys-tem.AndtheMacintosh,asitwasinitiallyconceived,wouldnothavebeencompatiblewithanyofitsAppleprecursors.“Applehasacultureandanenvironmentinwhichindi-vidualachievementisgivenaveryhighpri-ority,”saysSculley.“Therehavebeentworesultsofthat:someincrediblygreatprod-ucts,andseveraldifferentproductsthathadnocompatibilitywitheachother,letalonetherestoftheworld.”TheAppleIInonethelesscontinuedtobeasuccessfulproductlongafterindustrywatchersthoughtitwasoverthehill.AppleunderstoodtheAppleIImarket—smallbusi-ness,thehome,andprimaryandsecondaryschools—andpricedthecomputerforthatmarket.Thecompanysoldthroughalarge2networkofindependentretailerswhogavethemachineprimedisplayspace,anditcoop-#eratedinwritingmanyofthe16,000soft-$5,000$5,495LISA2/10harddiskdriveq$5,919PCXT©16-bitmicroprocessor©128Kmemory@Colormonitor©Twodiskdrives:floppy&10-megabytehard$5,000:FORTUNEFEBRUARY20,1984$8,000to$10,000IBMPOPCORN(anticipatedproduct)¢32-bitmicroprocessor©512KmemoryHarddiskdrive¢Multi-userwareapplicationsfortheAppleII,every-thingfromgamestofarmmanagement.Lisaplayedoffnoneofthesestrengths.At$10,000,itwaspositionedforthecorporatemarket.SinceApplehadnoexperiencesell-ingtolargecorporations,itdevelopedasalesforcetodoso.ButLisalackedwhatcorpo-ratecustomerswantedmost—anabilitytocommunicatewithothercomputers,espe-ciallymainframes.InfallingvictimtowhatSteveJobsnowcalls‘“FORTUNE-500-itis,”Applebypassedmostofits1,500dealers.Theproducthadverylittlesoftwareofitsown(Appledidn’tshareLisa’sinnersecretswithsoftwaredevelopers)andcouldnotusethesoftwaredevelopedforothercomputers.Apple’snewproductsgiveit,forthefirsttime,acoherentandreasonablyintegratedproductarraywithamachineforeachmajormarketsegment.TheMacintoshwilllistfor$2,495;threenewLisaswillbepriced,de-pendingonhowmuchmemorycomeswiththem,from$3,495to$5,495—quiteadis-countfromlastyear’stengrand.TheseLisa2's,asthey’recalled,canrunthesameoper-atingsystemandprogramsusedintheMac-intosh.(TheMac,however,willnotbeabletouseLisasoftware.)Underareorganiza-tionplanSculleyhasputinplace,bothma-chineswillbemarketedbyoneAppledivi-sion,whileanotherdivisionwillbeinchargeofAppleII.ApplewillturnoldLisasintonewLisa2’s—arelativelyeasyoperationthatadealercando—forfree.Thecenterofalltheexcitement,theMac-intosh,isa17-poundbeigeboxwithanine-inch,high-resolution,blackonwhitescreen,abuilt-in3%-inchdiskdrive,aseparatethree-poundkeyboard,andamouse.(Notelevision-on-top-of-a-typewriterlookhere.)Itoffers128Kofmemory,whichmeansitcanstoreabout130,000piecesofinforma-tion.Mac’scoreisa32-bitchip,sothatliketheLisaitcanaccess32piecesofinforma-tionatatimecomparedwith16fortheIBMPC.Mac’sextrapowersupportsthewordsandiconsthatworkwiththemouse.OneofitsmostappealingfeaturesisanabilitytorunimpressivegraphicsprogramslikeMacPaint,whichprintstextineightsizesand54stylesandmakescharts,dia-grams,technicalrenderings,andfreehanddrawingsasnap.JeanYates,whoaspresi-dentofaLosAltoscomputerindustrycon-sultingfirmcalledYatesVenturesfrequentlyincludessuchgraphicsinherprintedmateri-als,says,“TheMacwillgodowninhistoryastheboxthatmadeitpossibletoputgraph-icsingeneralbusinesscorrespondence.”‘TheMacintoshisaimedprimarilyatsmallandmedium-sizebusinessesandatuniversi-tystudents.Thecompanyrecentlyan-nouncedtheAppleUniversityConsortium,aMiceandmengettogetherinAtlantaforApple’shands-ondealertrainingprogram.groupof24prestigiouscollegesanduniver-sities,includingStanford,theUniversityofMichigan,andtheentireIvyLeague,whichhavesofarsaidtheywillorder$50millionworthofMacintoshesforusebytheirstu-dents.Meantimeanot-so-academicorderfor2,500Macs,worth$7.5million,camefromPeatMarwick,theaccountingfirm,inJanu-ary.TheLisaispositionedtoappealtothefacultyatuniversities,seniormanagersatsmallandmedium-sizebusinesses,andevensomeiconoclastsatlargercorporations.PPLESAYSitisputtingjustaboutasmuchmoneyandeffortintotheAppleIIfamilythisyearasitisde-votingtoMacintoshandLisa.Thecompanyhastokeeprunningwiththistech-nologicalrelic,whichitfondlyreferstoastheVolkswagenBeetleoftheindustry,be-causeitprovidesApple’smajorcashflow—almostitsonlycashflow.LastfallApplein-troducedaseriesofhigh-performanceop-tionsfortheIle,includinganewoperatingsystemthatmakesitsomewhatcompatiblewiththeAppleIII,thoughstillnotcompati-blewithLisaorMacintosh.Italsobroughtforthamouseandaspecialgraphicspro-gram.Appleloweredthewholesalepricetodealersby$150,encouragedthemtoaddwhateversoftwaretheywanted,andletthemsellitatwhateverpricetheycouldget—usuallyabout$1,300to$1,500.ThoughsalesweresoftinOctober,Scul-leysaystheytookofftheweekafterthelong-awaitedIBMPeanut,thePCjr,cameoutofitsshell.“ThePCjrdidnotliveuptoexpectations,”saysSculley.Besides,itwasn'tinthestores.Applesold110,000Ap-pleIe’sinDecember,arecordforanymonth.Sculley,convincedthatprice-cuttinghasabatedforthetimebeing,saysthecur-rentpricewillholdfirm:“Wehavefinallyfoundtherightprice/performanceratioforthisproduct.”ThecompanyisintroducinganotherApplesmallerandcheaperthantheIle,andprobablyanotheronemorepowerfulandmoreexpensive.SaysSculley,“Iguaran-teethatbytheendof1984peoplearegoingtobeasimpressedwiththeAppleITasbyanythingelseAppledoesthisyear.”Appleisputtingalotofeffortintopolish-ingupthedealers.TwoweeksbeforetheMacintoshintroductionSculleyandJobs,eachaccompaniedbysome50membersoftheMacintoshteam,madeseparatethree-citytours.Inall,theymetwith3,000dealerrepresentativestopromotethenewproductline.SaysJobs,“Wejustopenlytoldthedealers:wehavenoplanstoopenstores;wehavenoplanstoselldirecttocorporations;youareourfuture.”Thisshowoftop-leveldedicationhaspleasedthedealers,whoseemtobegettingasignalfromArmonkthatissomewhatthereverse.IBM,whichnowhasmorethan70ofitsownProductCenters,isbuildingabout20morethisyear.Itsold33%ofitsPCsdi-rectlytocorporatecustomerslastyear,upfrom15%in1982,accordingtoFutureCom-puting.IBM’snewestPCproduct,anadd-onoperatingsystemderivedfromthesophisti-FEBRUARY20,1984FORTUNE91
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We'reSpeatNGN:aboutaworldofItental’sfinefabrics4WHEREMACSAREMADE@AppleComputer’snew$20-millionMacintoshfactoryinFremont,California,isfulloffactory-of-the-futuretechnology,usesthe“justintime”systemofinven-torymanagement,andisdesignedtobuildonecomputerevery27seconds.Butthecompanyiswritingofftwo-thirdsofthefactory’scostthisyear.SaysStevenJobs,Apple’sco-founderandchairman,“Iexpectthatthefactorywillbeobsoleteintwoyears.”NotthatJobsisdisappointedwithFremont.“Thisfactoryisoneofthemostautomatedcomputerfactoriesever,”hebrags.ButaccordingtoplantmanagerPeterBarron,“Wenowknowhowtobuildabetterfactoryinlesstime,money,andspace.”Jobswantstobuildmorefactoriesoverthenextfewyearsbecause,ashesays,“Wehavetobethelowest-costproducerintheworldbythetimetheJapanesefigureouthowtomakeagoodcomputer.”AppleengineersdesignedtheMacintoshtobeaneasymachinetomass-pro-duce.“Itgoestogetherjustlikethat,”saysJobsclappinghishands.Forexample,thelogicboard,thecomputer’smainbrain,hasonly50integratedcircuits—75%fewerthantheIBMPC.Majorvendorstotheplant—amongthemSonyfordiskdrives,Samsungforvideodisplayscreens,andMotorolaandHitachiformicro-processors—haveallagreedtoprovideApplewithdefect-freepartsexactlywhenAppleneedsthem.Oneassemblylinemakesthelogicboard,anothertheanalogboard,whichcon-tainsthepartsnecessarytomakeconnectionswiththemonitor,diskdrive,andotherpartsofthecomputer.Onceassembled,theprintedcircuitboardspassthroughdiagnostictests—eachdonebyaMacintosh—beforebeingassembledintoacompletedunit.ThenewMacintoshthenrunsitsfirst32-inchdisk,apro-gramthatputsitthroughallitspaces.IftheMacknowsitsstuff,itmovesontoa“burn-in”rack,likethoseinthephotograph,whichisaslowerpartoftheconvey-orbelt.Herethecomputerrunsthesamediskfor24hours—onehouron,onehouroff—todetectanyfailuresinthesystem.AsingleMacintoshcontrolseachoftheApplefactory’stwoseven-tierburn-inracks.Thefactoryiscurrentlydesignedtomakeabout500,000computersayear,withonlyabout300workers.AccordingtoDeborahColeman,thecontrollerfortheMacintoshproject,computermakerslikeAppledonotinvestinautomatedfac-toriestosavelaborcosts—thoughautomationwillcutthelaborcostsoftheMac-intoshtolessthan1%oftotalmanufacturingcosts,downfrom7%fortherestofApple.Automation,sheexplains,isessentialforqualitycontrol.AsingleMacintoshcomputercontrolseachtestlinettsbrethrenaretraveling.catedUNIXsystemdevelopedbyBellLabsin1969(seepage13),isn’thandledbycom-puterstoresatall.“Wedon’twantaworldthat’sstrictlyIBM,”saysFrankUller,presi-dentandchiefexecutiveofQuest/Simtec,a12-storechainbasedinDallas.Thoughonlyatrickleofindependentlyproducedsoftwareisavailablenow,morethan80companiesarewritingprogramsforMacintosh.ThistimeAppleisnotonlycoop-eratingwiththesoftwarescribes,itissend-ingarounda“softwareevangelist”—that'sthetitleonhisbusinesscard—toencouragetheindependents.Threeofthebest-knownrivalsinsoftwaremanufacturing—WilliamGates,chairmanofMicrosoft;FredGibbons,presidentofSoftwarePublishing;andMitch-ellKapor,presidentofLotus—appearto-gether,wearingMacintoshshirts,ina20-pageMacintoshbrochurethatAppleisinsertinginmajormagazines.Gates,whoseMS-DOSisthebasisfortheoperatingsys-temthatIBMhasmadeanindustrystandard,expectsthatasmuchashalfhis1984soft-warerevenuescouldcomefromMacintoshprograms.HEMACINTOSH,whichhasbeentestedbyindustryconsultants,jour-nalists,dealers,andsoftwarecompa-nies,hasreceivedonlyafewearlypans.Someworrythatits128Kofmemory,twicetheamountofthebasicIBMPC,maynotbeenough.Applepointsoutthatanother64Kofmemoryisavailabletostoretheoper-atingsystem,makingfor192Kinall.Andthecompanysaysthatonce256Kchipsbecomereadilyavailable,perhapsbytheendoftheyear,themachinecanbeeasilyupgradedtooffer512Kofmemory.Ifyoucan’twaitthatlong,yourfriendlyAppledealerwouldprob-ablybehappytosellyouaLisa2.AlargerconcernisthatMacintoshisnotIBMcompatible.Appleacknowledgesthatitwillhaveanuphillfightsellingtothebigcor-porationsthatareIBMterritory.“Wehavethoughtaboutthisveryhard,”saysSculley.“TtwouldbeeasyforustocomeoutwithanIBMlook-alikeproduct,andputtheApplelogoonit,andsellalotofApples.Ourearn-ingspersharewouldgoupandourstock-holderswouldbehappy,butwethinkthatwouldbethewrongthingtodo.”TheMacin-toshisdeliberatelynotcompatiblewiththeIBMlinebecause,accordingtoApple,theMacwithits32-bitmicroprocessorcandomorethingsbetterthanthePC.AppleisprobablyrightinitsjudgmentthatbeinganIBMclonedoesn’tmakesenseforthelongterm.ThemarketisalreadygettingsaturatedwithIBMlook-alikes,andanIBM-compatibleApplewouldhavenothinguniquetooffer.AndrewM.Seybold,whohaswrit-roblemsduringthewirstihnage94FORTUNEFEBRUARY20,1984
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LINCOLN-MERCURYDIVISIONGetittogether=buckleup.tenabookabouttheIBMPCjrandiswritinganotherabouttheMacintosh,notesthatIBMisincreasingproductionofthePC;soonacustomerwantingtherealthingwon’thavetosettleforamereIBM-compatible.And,headds,thecomputercolossusiswidelyex-pectedtomoveawayfromtheMS-DOS-basedstandardtoaproprietaryonethatwouldbedifficulttocopy.Infact,incompatibilityisbecomingamajorpartofApple’snewstrategy.‘“‘We’renotgo-ingtosellfivemillioncomputersayearbybeingIBMcompatible,”saysJobs,referringtoafuturesalesgoal.“We'regoingtodoitbymakingasecondindustrystandard.”Computerconsultants,softwaremanufactur-ers,anddealerslaudthisapproach.AsAaronGoldbergofacomputermarketresearchfirmcalledInternationalDataCorp.says,“ThemarketwillstagnateifpeoplestickwiththeIBMstandard.Thisisitsthirdyear,inanindustrythatlivesandbreathesonnovation.It’sagoodtimeforsomethingelse,andAppleistheonlycompanysolidenoughtodoit.”WillAppleeverofferanIBM-com-patibleproduct?Someindustrywatchersthinkso,especiallyiftheMacattackfails,butGoldbergsays,“Ithinkthey'llmakerefriger-ThisannouncementisneitheranoffertosellnorasTheofferingismadeonVISSUEAppleisnottotallyinsensitivetothepow-erofIBM.MacintoshandthenewLisamod-elswillbeabletocommunicatewithIBMandothermainframes.Theywillalsobeabletoconnecttoeachotherandtoperipheralequipment—upto32machinesinall—throughasmalldatacommunicationsnet-workcalledApplebusthatApplehopestoin-troducethisspring.“Weclearlyrealizethatwe'vegottosellsystems,thatwemustoffercomputersthatconnectwitheachotherandcommunicatewithmainframes,includingIBM’smainframes,”saysSculley.“Whatwearetryingtosayis:Wecandoallthosethingsthatyoumightexpect,butwealsoof-feramuchhigherperformancewhichtakestheformofaveryeasy-to-useproduct.”IVENTHEOPPORTUNITY,justaboutanyMacintoshmanagerwillstarttotalkabouttelephones.AstheAppleversionofhistorygoes,whenthetelegraphbecamepopularforcom-municationacenturyago,somepeoplesug-gestedputtingatelegraphmachineonevery-one’sdesk.Ofcourse,everyonewouldthenhavehadtolearnMorsecode.JustafewyearslaterAlexanderGrahamBellfiledhisfirstpatentsforthetelephone,andthateasy1,500,000Sharesto-usetechnologybecamethestandardmeansofcommunication.“We'reatthesamejuncture;peoplejustaren'tgoingtobewillingtospendthetimelearningMorsecode,orreadinga400-pagemanualonwordprocessing,”saysJobs.“Thecurrentgener-ationofpersonalcomputersjustwon'tworkanylonger.Wewanttomakeaproductlikethefirsttelephone.Wewanttomakemass-marketappliances.”Applewillspendsome$50milliononad-vertising,mostofittosupportthisuser-friendlypitch.“Ifwecanturnthemarketingwarintoaproductbattle,we’llwin,”saysJobs.Formanypeople,Macshouldindeedbeeasiertousebecauseofitsmouseanditsclearon-screeninstructions.Anovicecanmasteritinhalfadayorlessvs.upto40hoursforthePC,dependingonthecomplex-ityofthesoftware.SomemightjudgeHew-lett-Packard’snewHP150eveneasiertouse,sinceitrespondswhentheusermerelytouchesthescreen,butthe16-bitHP150listsfor$3,995,andisslowertoreact.PricingtheirnewmachineturnedouttobeoneofthemostdifficultissuesforJobsandSculley.IndustryrumorhasitthatSculleypreferreda$1,995sellingprice,Jobsthe$2,495one.Butthetwoprotestthattheyolicitationofofferstobwyanyoftheseities.rytheProspectus.January13,1984InlandSteelCompanySeriesB$4.75CumulativeConvertiblePreferredStockTheSeriesB$4.75CumulativeConvertiblePreferredStockisconv(statedvalue$50pershare)bleintoCommonStockoftheCompanyatanytime,unlesspreviouslyredeemed,ataconversionpriceof$37.625pershare,subjecttoadjustmentincertainevents.CopiesoftheProspeiwhichthisannouncemenundersignedasmaylegally¢TheFirstBostonCorporationFORTUNEFEBRUARYPrice$50PerShareplusaccrueddividendsfromdateofissueusmaybeobtainedinanyStateiniscirculatedonlyfromsuchofthesinsuchState.Goldman,Sachs&Co.
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imChicago.Oursun©1983Ameritech,Ameritech,News,ONEOfte]‘ne4sthefingfommunicationgthatbringsaner,©State-ofth‘TINSanew.e-artMobilephonezeeecardofexcellonnePeadymarketplacefoneOwgnorioussndULAR“=anan2ndyoucanCanseewy;arMobilephoneoe)rtuniapplicationamxoWetested,Tefinedangsidiary:Ame,thenationwithMobileCo,mMMunIca,ServingOuaesie;oe1Salreadythecountry,Naheadofanyone,onestaAmeritechtechnological7AmertecnparnicationsMoBellOhioa,1SellWilishingAmeritechMobiteCopSConsinBeyaimunteationgVINGAWryen,gor“orroraitGAWortgOfIdafonas.eachflip-floppedsooftenontheissueitwasimpossibletosaywhostoodforwhatprice—althoughJobsadmitshethought“wecouldselloutevenatahigherpriceforthefirstsixmonths.”Oncethefactoryisuptospeed,thepricewillundoubtedlycomedown.JobsandSculleyco-manageApplebythiskindofseesawingovertheissuesuntiltheycometoaresolution.Theymeetseveraltimesaday—usuallystartingwellbeforedawnandendingwayafterdark—whentheyarebothatAppleheadquarters,andtalkatleastthatoftenbytelephonewhentheyaretraveling.Saysoneinsider,“SteveandScul-leyhavethesamegoals,buttheyreachthemindifferentways.Likenew-productdevelop-ment.Sculleywantsanewproductbecausehewantstodiversifytheproductline;Stevewantsitbecauseit’sjustthebestideahe’severseenandhecan’twaittodoit.”Somenaysayersclaimthepartnershipwillneverlast—thatintense,mercurialJobs,whoownsnearly12%ofApplestock(worthalmost$200millionatcurrentprices),willdriveintense,focusedSculleybackEast.Butdespitetheirdifferences,thetwomensaytheyhaveretainedafriendshipthattheybuiltupinthefourmonthsJobsspentwoo-TwoRichmondArea.firmrecentlydid.nttheMeContacttheMeRichmond,ViinionsOnLivingInRichmond.Therearetwowaystogetanideaofwhatit’sliketoliveintheYoucanaskthepeorle.wholivehere,asanindependentresearchheydiscoveredthatbothnewandlong-timeRich-mondresidentsbelievetheyhavealottobethankfulfor.iOryoucangetasecondopinion—fromarespectednationalpubli-cationlike“USATODAY”Inthe6/14/83issue,RobertH.McNulty,PresidentofPartnersforLivablePlaces,anon-profitorganizationfinancedbytheNationalEndowmentForTheArts,predictsRichmondjsoneofsixareaslikelytowin1984’s“MostLivab|TheRichmondArea.Nowourreputationforbeingagreatplacetoworkisbeingmatchedbyourreputationforbeingagreatplacetolive.TheRichmondAreFindoutwhatthepeoplewhoworkherethinktropolitanEconomicDevelopmentCouncil,Suite3219804/643-32:°leCity”award.ghereME.FranklinStreet,©1983MEDCZORTUNEFEBRUARY20,19840FRingSculleytoApple.Jobs,whobesidesbeingchairmanisvicepresidentandmanageroftheMacintoshandLisadivision,admitsthathisrelationshipwithSculley,thechiefexecu-tive,isunusual:“He’smyboss,butinasenseI’mhisboss.”ArthurRock,oneofSili-conValley’sbest-knownventurecapitalistsandamemberoftheAppleboard,says,“Stevehasbeenarrogantattimes.Sculleyhasdonealottomaturehim.”OBSANDSCULLEYbothtalkaboutbettingthecompanyontheMacintoshintroductionthisyear.Thatseemsabitdramatic.IftheMacintoshdoesn’tsellaswellastheyhope—Jobsistalkingabout500,000unitsinthiscalendaryear,thoughhe’snotsureApplecanmakethatmany;Sculley’sfigureis250,000units—Applewillsurvive.Certainlythestockmarketdoesn’tviewAppleasanendangeredcompany.Thestocktookabeatinglastsummer—thecol-lapseincomputerstocksthatfollowedOs-borneComputer’sbankruptcy,alongwithdisappointingsalesofLisa,droveitdownfromahighof$63to$17.Butthepricehassincerecoveredtoalmost$30,aboutwhereitwasatthistimelastyear,andtheprice-earningsmultipleof22basedon1983earn-ingsisstillimpressive.WhatJobsandSculleyarereallybettingisthatthecompanycancontinuetobeatech-nologicalleaderoftheindustry,innovative,supple,andabletoattractandkeepbrightpeople.AsJobsputsit,“Ifyouaskedtenyearsagowhatarethebest-runcompanies,XeroxandmaybePolaroidwouldhavebeenoneverybody’slist.Butwherearetheynow?Thesecompaniesseemtohavelosttheirsouls,theirspirit.”Usingoneofhisfa-voritepejoratives,headds:“Theyseemtobevanillacompanies.”Sculleyexpressesthesamesentimentwithmoreprecision.“SomecorporationsthatweretheApplesofthedaywhenIgraduatedfrombusinessschoollosttheircultureastheygrewupandgotbigger.Ithinkacompanychangesitsculturenotbyanybigdecision,butbyslowlymakinglittlecompromisesalongtheway.AppleoffersnocompromisetotheIBMstandardwiththeMacintosh.“TheMacin-toshisjustthebestwecando,”saysJobs.“fitfails,wedeservetofail.”Ifitsucceeds,nocompromisewillbenecessary.@AcompanylikeApplethatpartscoursewithapowerfulindustryleadertakesagreatrisk.Butthealternativecourseisnotmuchmoreattractive.BybuildingIBMlook-alikes,Applewouldnotonlyriskbecomingavanillacompany,itwouldlosethedistinctionthatoffersitthebestchanceofremaiiningastrongNo.2.ea
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Behindeverychairyou'llfinditsbestfeature.SystemSeatingbyHaworthisdeepimoptionsseatingofferingWithdistinctiveoptionsinandinnoyativetradition.Asfundamentallyperformance,constructionandcost.Allin.ayersatileastheoffic€interiorsystemsthatbearvastselectionofcolors,fabrics,texturesandtheHaworthname,SystemSeatingcanbefinishesthatyoucanmixandmatchtomeettailoredtoeverytaskandsituation.Scaledforanyseatingsituation.Allbackedbytoday’sopenofficeinteriorsystemsenvi-2one,goodfamilyname.ronment,engineeredforthehumanJANUARY30,1984Vol.123No.5ALetterfromthePublishergthasbeenclearforsometimethatregardlessofwarsorceleb-rities,1984willbearemarkablenewsyearforAmericans.Presidentialpoliticswilldominatethescene.Thelongcount-downtotheNovemberelectionsisalreadywellbegunastheracetobecomeRenaldReagan'sDemocraticchallengerfillscolumnsofprintandhoursontheairwaves.Thesummertimeconven-tionsseemonlyablinkaway.ButJulywillbringanothermemorableevent:theXXIIOlympiad,thelargestOlympicGameseverorganizedandthefirstSummerGamesheldintheU'S.in52years.Andalmostasapreludecomesthefirstspectacular,theWinterOlympicsinSarajevo,Yugoslavia.TheretheU.S.isthrustingintocompetitionitsmostbalancedandimpressiveteam|ever,onethatstarsthe1983world’stop-rankedmanandwomanskiersaswellasMoodyandYugoslavlugeteammemberAmerica’severformidableskaters.HowshouldTIMEreacttosucharichnessofevents?Themagazine’sanswer:a“bonus”forTIME’sreadersofupto100color-filledextrapagesofeditorialcontentspecificallydirectedto1984’sveryspecialdemands.Withtheseadditionalcapabili-ties,whichwillcostnearly$2million,TIMEwillbetakinganunprecedentedsteptowardgivingitsreadersthedramaticde-tailandpictorialsplendorthatareavitalpartoftheeventsthat28Cover:FortheXIVWinterOlympicsinSarajevo,theUS.issendinganuncom-monlystrongteamledbysevencurrentorrecentworldchampi-ons,includingSkiersPhilMahreandTa-maraMcKinney.SeeSPECIALREPORT.6068Economy&BusinessComputersPress‘TIMEEuropeanBoardAppleintroducesitsAsNightlineandanofEconomistsseesannewMacintosh.With_electiondebatedem-upswing.»Moreset-IBMincreasingonsirate,ABC’scoolbacksfornucleardominatingthefield.TedKoppelmaybewer.PhoneusersApplebadlyneedsa_television’shottestgetabreakwinner.interviewer.787920CinemaShowBusinessEducation‘TwoFrenchcomedies,TheBroadwaysmashATexanleadsacam-DianeKarys'EnireNoisesOf,withitspaignagainststudentsNousandTruffaut'sfarce-within-a-farce,—whospendtoomuchConfidentiallyYours,isaprecise,perilous_timeonout-of-school|re-electioncampaignTHEWEEKLYNEWSMAGAZINE,defineourinterestsandshapeourtimes.TIME’snewbonusap-proachtobignewswillbeusedfortwoWinterOlympicsissues,threeduringtheSummerOlympicsandtwoforthepoliticalconventions,aswellasforanysurprisemajornewsevent.TIMEbeginsitsbonuscoveragethisweekwithaspecialre-portontheWinterOiympics,a24-pagesection—morethandou-blethelengthoftheaverageTIMEcover—onthemenandwom-worsneyEnwhowillcompetefortheU.S.inthefirstOlympicsof1984.Thisweek'sspecialsectionwasputto-getherbyTIME’sownWinterOlympicsteam,31editors,writers,photographers,correspondentsandreporter-researchers.AmongthemisAtlantaCorrespondentB.J.Phillips,whohasbeenwithU.S.figureskatersandwillfollowthemtoYugoslavia.ThepersonworkingontheprojectlongestisEasternEuropeBureauChiefJohnMoody,whohasbeenobservingprepar:tionsinSarajevoformonths,andisnowen-sconcedthereinoneoftheroomsthatwiaccommodateTIME’steamatthePensionBob,anaptlynamedhotelneartheOlympicbobsledrun.SaysMoody:“I'mbeginningtofeelasmuchahosthereasthenativ:sayingwelcometonewcomersandfeelingverymuchathome.”Alotofexcitednewcomersareonthewaytoseehim.4LegereCover:PhotographbyNeilLeifer1018Nation:Reagan's:World:ShultzandStateoftheUnionad-Gromykoexchangedresswillsoundhistoughwordsinpublithentalkforoverfivhours.»InBeirutanAmericanisassassi-natedandaSaudiiskidnaped.»Cam-paignfeverinElSal-vador.»China’santi-crimecampaign.themes.>SparksflyataDemocraticde-bate.»Uncivilbat-tlesdividethenewCivilRightsCommis-ion.»BankrobberyisboominginL.A7174ReligionTheaterAMethodistagencyisIanMcKellen.adis-embroiledinasquab-tinguishedclassicalblewithconservative—actorof44,bringsanmembersoverques-adolescent’senthusi-ment.»AnneFrank'stionsoftheologyand—_asmtohisone-manlastbookshowsheart-liberalleanings.showonShakespeare.breakingpronsi82SLettersEnvironmentSexes67VideoThenewSecretaryofActivist-AuthorSusan72MusictheInteriortriesto‘ownmillerwrites73Peoplesoothecriticswhoarethatfemininity74MilestonesconcernedaboutaSu-makingacomebackanatomy,SystemSeatingrepresentsabroad,visuallyconsistentSendforthe‘SystemSeatingPackage”?today:HaworthInc.,OneHaworthCenter,Holland,MI49423U.S.A.OFFICEINTERIORSYSTEMSbringbuoyancyandwittoUS.screens.eS0040-781%)1SP0020.J.Ricdisplayofslapstickchoreographyprogramsandtoolit-tlecrackingbooks.edweeklyatthesubscriptionpriceof$46peryear,byTiThayerBigelow,Treasurer;Charles8.Bear,lent;‘+123No.5@1964Timeinc.Allrightsreserved.Reproductioninwholeorinpart:dLianintheUnitedStatesandintheforeigncountrieswhereTIMEmagazinecirculates.POSTMASTER:SendeddresschangestoTIME,Time6061.09ithoutwrittenperpremeCourtrulingonoffshoreoil.Postagepaidprohibitebecauseofcompetitionformenandjobs,BorderDesign|i|
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ValentiathomeinWashingtonDecision:TapeIttotheMaxSovaSINSscopyrightrealorisitmush?TheSupremeCourtsaysaVCRswitchintimeisnotacrimeRelax,Justpresstheplaybutton,thensettlebackintheBarcaloungertowatchtheepisodeofCheersthatyoumissedlastThursdaybecauseofthelasa-gnadinneratyourmother-in-law’s.Nomoreguiltoranxiety.NovideoSWATteamisgoingtoswoopdownonyourliv-ingroom,disconnectyourVCR,andcon-fiscatethecollectionof/LoveLucyvideo-tapesthatyou’vebeenrecordingforarainyday.It’salllegalnow.ItislegalbecauselastweektheSu-premeCourtruled,5to4,thathomevid-eotapingoftelevisionprogramsforpri-vateuseisnotaviolationofcopyrightJaw.TheanxiouslyawaiteddecisiongrewoutofasuitbroughtbytheDisneyandUniversalstudiosin1976againsttheSonyCorp.,makersofBetamaxvideo-cassetterecorders(VCRs),forenablinghomeview-erstorecordmoviesandTVshowswith-outpayingaroyalty.In1981afederalap-pealscourtinCaliforniadecidedinfavorofthestudios.Sincethenthebillion-dol-larVCRindustry,aswellasmillionsofconsumers,hasbeeninastateoflegallimbo.LastyeartheSupremeCourttooktheunusualstepofholdingthecaseoveruntilthisyearandwentsofarastore-questrearguments.Initsdecision,thecourtheldthat“time-shifting,”therecordingofapro-gramforlaterviewingatamoreconve-nienttime,constituted“fairuse”ofcopy-rightedmaterial.WroteJusticeJohnPaulStevensforthemajority:“OnemaysearchtheCopyrightActinvainforanysignthattheelectedrepresentativesofthemillionsofpeoplewhowatchtelevisioneverydayhavemadeitunlawfultocopyaprogramforlaterviewingathome.”Thecourtfound,moreover,thatDisneyandUniversal—and,byextension,theenter-tainmentindustry—hadfailedtoprovethatthepracticecausedthemfinancialinjuryordamagedthevalueoftheircopy-rightedwork.Thirteenyearsafterthein-troductionoftheVCR,aswitchintimeisnolongeracrime.NosoonerhadthecourtspokenthanthepredictableoutcrywasraisedbyJackValenti,presidentoftheMotionPictureAssociationofAmerica,whohasspear-headedtheentertainmentindustry'smillion-dollarlobbyingcampaignagainstunrestrictedvideotaping.Valentiques-tionedwhetherthe“copyrightisrealorwhetheritismush,”andinsistedthat“thefutureofcreativeentertainmentoftheAmericanfamilyiswhat’satstakehere.”ProducerIrwinWinkler(RockyIII,TheRightStuff)wasbeingonlyslightlysar-casticwhenhesaid:“Creativepeoplehavetoeat.Withthisdecisiontheywillmakelessincome.Theyeatalittleless.Maybetheycreatealittleless.”oHollywoodfilmandtelevisionpro-ducers,hometapingmeansgettingsomethingfornothing:theconsumersaregettingsomethingwhilethey,theproduc-ers,aregettingnothing.Theproducersdisputethehighcourt’scontentionthatpeopleareonly“time-shifting.”Consum-ers,theyassert,arebuildingupvideoli-brariesofcopyrightedmaterialandhencereducingtheresalepotentialofthemate-rialtoothermarkets,suchasbroadcastreruns,cableandprerecordedcassettes.Hollywoodstillwantswhatithaswantedallalong:somekindofroyaltypaymentfromthemanufacturersoftapesandma-chines,perhapsdrawnfromasurchargeonthesaleofthoseitems.Networksandadvertisers,too,see|hometapingassomethingakintoabibli-calcurse.ArguesAFL-CIOExecutiveJack|Golodner,whorepresentsTVandfilm|JANUARY30,1984performersandtechnicians:“TakeTheWizardofOz,whichisshowneveryyearontelevision.If40to50millionpeoplehavetapedit,whatsponsorwouldwanttobuytimeonanotherbroadcast?”Butitisthefast-forwardbuttonthathasadvertis-ersmostagitated,forwithit,saysValenti,viewerscan“assassinate”commercialswhileeithertapingprogramsorplayingthemback.SaysRichardKostyra,seniorvicepresidentatJ.WalterThompson,themammothadvertisingfirm:“Whattookustenspotstoreachanaudiencemaynowtake15.”TheentertainmentcommunityiscountingonhelpfromCongress,whichispreciselywhereJusticeStevenssuggesteditlook.“Itmaywellbe,”wroteStevens,“thatCongresswilltakeafreshlookatthisnewtechnology,justasitsooftenhasexaminedotherinnovationsinthepast.”RepresentativeDonEdwardsofCalifor-nia,co-sponsorofabillthatwouldautho-rizeacopyrightroyaltysystem,affirmsthat“thecourtdidn’tintendthisdecisiontobethefinalanswer.”YetEdwardsad-mitsthatputtingaroyaltytaxononeofthenation’sfavoriteconsumertoysinanelectionyearisnopolitician’sideaofhowtokeephisjob.SomelegalscholarsagreewithHolly-woodthattechnologyisonfastforwardwhileCongressandthecourtareinslowmotion.ArthurR.Miller,aHarvardLawSchoolprofessorandauthorityoncopy-rightlaw,notesthatthemostrecentcon-gressionaloverhaulofcopyrightlawsin1976“wasobsoletethedayitwentintoef-fect,atleastintermsoftechnology.”In1976thereweresome50,000VCRsintheUS.Sincethen,saleshaveincreasedsteadily(by100%lastyear,andanexpect-ed50%thisyear).Bytheendofthedecadetherewillbeanestimated45millionvcrs,oroneinnearlyhalfofallTVhomes.Hollywoodwilldoubtlessgoonlobby-ingandarguing.Butsomeobserversques-tionwhetherinthelongruntherewillbeanylosers.OnceuponatimeHollywoodpracticallywantedCongresstooutlawanewfangledcontraptioncalledtelevision.WatchingTVisnowthemostpopularlei-sure-timeactivityinAmerica.TheVCRonlyexpandstheamountoftimedevotedtothatpeculiarlynonactiveactivity,andthusexpandsamarketinwhichmanypro-ducerscanflourishasprogramsuppliers.NotesCharlesFerris,aformerFederalCommunicationsCommissionchairmanwhoiscounselforanelectronics-industrylobbyinggroupcalledtheHomeRecord-ingRightsCoalition:“TheVCRwatcherwaseitherunabletowatchtheshowthefirsttimeoriswatchingforthesecondtime.Eitherwaythatmeansanincremen-talincreaseintheaudience.”Suchanin-creasebenefitseveryone,accordingtoFerris;arisingtideliftsallboats,evenHollywoodyachts.|—ByRichardStengel.ReportedbyAnneConstable/Washington,with67
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ComputersAppleLaunchesaMacAttackAppleComputer'snewMacintoshwillbeintroducedthisweek,accompaniedbysi-rensandceremonyfitforamaharajah.TIMESanFranciscoCorrespondentMi-chaelMoritzwatchedthecomputer'sdevel-opmentwhilewritingabookaboutApplethatwillbepublishedthissummerbyWil-liamMorrow&Co.Hisreport:hispersaboutMacintoshhavecir-culatedformorethantwoyears,butinthepastsixweeksApplehasbeenrelentlesslythumpingdrumsforitsnewmachine.Thecompanyhasusedafleetoftractor-trail-erstotransportaflashydemon-strationto1,500dealersinsixcities.Ithasprimeditssalesforce,courtedWallStreetana-|lystsandtriedtoarrangedealsforexclusivemagazinecover-age.Evenbeforethemachineisout,100,000copiesofMac-World,amagazineentirelyde-votedtothecomputer,havebeenprinted.Bytheendof,April,Applewillhavespent$15millionpromotingMacintosh.Thecauseofallthehullaba-looisajaunty,cream-coloredcomputerthatwillsellfor$2,495.Fromtheside,Macin-toshlookslikeanoffspringofE.T.andR2-D2thatmightstartwalking.Butthefussisalso|aboutApple,thecompanythatlikestosayitinventedtheper-sonalcomputer.IfAppleistobeatbackIBMandcontinuethe,whirlwindprogressthathastak-enitonaseven-yearridefrommanufacturinginaCaliforniagaragetoannualsalesof$1billion,MacintoshmustbeaLastweekinNewYork:Jobsincoat,TheMacintoshrollsoutinadinofpublicityandshowmanshipdoesn’ttakeoff,Applehastowatchout.”InMac,Applemayhaveawinner.Themachine,whichweighsonly20lbs.andcanbecarriedinatantotebag,hasmanyofthefeaturesAppleintroducedinJanuary1983withitsLisacomputer.Itusesa“mouse,”apointingdevicethesizeofastickofbutter,thatpermitsuserstogivecommandstothecomputerwithjustapushofabutton.LikeLisa,Macreliesheavilyonsymbolsandpicturesonthescreentohelppeopleconquercomputerworkthroughatelevisionset.Hebuiltacardboardmock-upandrecommendedthatAppleproduceabattery-poweredportablehomecomputerthatmightcostabout$1,000.Raskincode-namedthemachineMacintosh,misspellingthenameofhisfavoritekindofapple.Work-ingwithjusttwoothersincrampedofficesnearApple’sheadquarters,RaskintriedtomaketheMacintoshaseasytouseasatelevisionsetoranyotherhouseholdappliance.TheMacprojectcoincidedwithape-tiodofbyzantineofficepoliticsinsidetheyoungcompany.Appleco-founderStevenJobs,atthetimeavicepresident,wantedtoheadthedevelopmentoftheLisapro-Sculleyinjacket,Macinbaggram,butApplePresidentMichaelScottandMarketingBossA.C.2(“Mike”)Markkularegardedhimastooerraticandinexperi-23encedtohandleamajorproject.”Asaconsolation,JobswasgiventheMacprogramandRaskinshovedaside.RecallsformerjAppleAccountantGaryMartin:j“JobsgotMacbecauseitwasasmallgroup.ScottandMark-kulathoughtitwouldkeephimoutoftheirhairandhewouldn’tbothertheLisapeople.”Jobsimmediatelytriedtoputhisstampontheproject,whichheregardedasatestinwhichhecouldprovehimself.HewantedtorenameitBicycle,butbackedoffwhenthemem-bersofhisnewgroupprotested.TheengineersandProgrammerswerestirredbyJobs’aggressivestyle.SaysMacProgrammerAndyHertzfeld:“Stevesaid,‘TilgetthisteamthatwillmakeacheapcomputerandblowtheLisateamoffthefaceoftheearth.’”JobsrecruitedsomeveteransofApple’searlydaysandbetJohnCouch,thenheadoftheLisadivision,$5,000thatMacwouldbeatLisatotheshoptriumph.ThoughApplesoldmorethan100,000ofitsIlecomputersduringDecember,thecompanyhasbeenlosingouttoIBM.Apple’sshareofworldwidepersonal-computersales,accordingtoDataquest,aCaliforniaresearchfirm,hasslippedfrom29%in1981to23%in1983.IBM’sparthasgrownfrom3%to28%LastweekIBMannouncedthatitwillspend$40millionboostingitsnewcom-puter,thePCjr,whichisdesignedtocom-petewiththeAppleIle.FacedwithIBM’sattack,ApplePresidentJohnSculleysays:“We'vegottomakeMacanindustrymilestoneinthenexthundreddays.Ifwedon’tgetittogetherin1984,Appleisgoingtobejustanotherperson-al-computercompany.”ConcursJohnRoach,chairmanofTandy,themakerofRadioShackcomputers:“IfMacFightingtomakethemachineanindustrymilestonein100da.Lys.phobia.ButunlikethemoreexpensiveLisa,Maccannotswapinformationbe-tweendifferentprograms.ApplehopesthatMacwilldifferfromLisainoneimportantway:popularity.WhileLisawastoutedlastyearasatech-nologicalmarvel,ithasbeenamarketdud.Thecompanyhopedtosell$0,000in1983,butsoldfewerthan20,000.ThemaincriticismofLisawasits$10,000pricetag.ThemachineonwhichAppleisnowplacingsuchhighhopesstartedoutasaminorproject.Mac,asthecomputerisaf-fectionatelycalledwithinthefirm,beganlifein1979,whenJefRaskin,thewriterofthefirstcomprehensivemanualfortheAppleII,wasaskedtobuildacomputerthatwouldsellforlessthan$500andwindow.ThenewbossplayedbothnannyandscoldtotheMacgroup,whichhasgrownfrom$0in1982to100todayandhasanaverageageof28.Heoftenspentnightsandweekendshoveringaroundthelabashischiefhardwareengi-neer,BurrellSmith,28,designedfivevast-lydifferentversionsofthecomputer.Tospurhisteam,Jobsstagedfrequentpar-ties,sushidinnersandseasideretreats,presentedmedalstoworkers,andreward-edthemostvaluableengineersandpro-grammerswithApplestockoptionstuckedintothingrayenvelopes.Heem-bossedtheirnamesontheinsideofthemachineandteasedthemwithpromisesoffamewhenthecomputercameout.LastyearwhentheMacgroupmovedintoalargerhome,Jobsspent$1millionondécor.Thebuildingnowhasanatrium68i.TIME,JANUARY30,1984skylights.HealsoinstalledaTo-FEGoneDigitalDiscplayerand6-ft.tallMartin-Loganspeakersthatplayclassicalandrockmusic24hoursaday.Jobslefthisimprintparticularlyontheaestheticsoftheproject.Heinsisted,forexample,thatall50computerchipsberearrangedon4printedcircuitboardtostraightenthesoldertraces.HeworkedwiththeBelgian-borncommercialartistJean-MichelFolontoprepareadvertise-mentsforMac:Butthepairfoundwork-ingondifferentcontinentstoocumber-some,andJobsretainedotherartists.Eventhepublicitybrochuresaccompany-ingMacreflectJobsandcontainoneofhispetphrases:“Insanelygreat.’‘Asaboss,Jobswasoftenobdurateandcapricious.WhenMac’ssoundqualityfailedtomeethisstandards,hethreatenedtoremovethefeatureunlessengineerscor-rectedtheproblemoveraweekend.Theund,whichisprovidedforgamesandcomputermusic,stayed.Whenhisgroupfailedtomakeprogressfastenough,hefiredoffiratememosandabrasivelytalkeddownmiddlemanagers.Halfwaythroughtheprojecthedemoralizedthede-signersbydemandingthattheyproduceentirelynewlook.Healsoirritateden-HEeersbyrefusingtoletthem.showMac-shtofriends,eventhoughhewasgiv-specialpeekstooutsiderslikehistimecrush,FolkSingerJoanBaez.into:ingoneluring1981and1982,whileengineersDinprogrammerslaboredovertheLisaandtheMac,thecompetitionthatdevelopedbetweenthedivisionssome-timesvergedon.fratricide.AtonepointairateflagflappedabovetheMacbuild-aeasanexpressionofbattle.TheMacfenwasoftencondescendingabouttheualityofLisaandthoughtthebureau-eraeyinthelargerdivisionresembledthatatalargecorporationlikeIBM.Untilear-lylastyear,thetwocomputers,thoughsu-perficiallysimilar,mighthavebeendevel-opedbyseparatecompanies.Programswrittenforonewouldnotrunontheoth-er,andthemicethetwousedwerediffer-ent,MacengineersthoughtLisa’sslim-linediscdrive,code-namedTwiggy,wassoclumsythattheytriedtodesigntheirown.Bothdiscdrivesturnedouttobetooexpensiveandwerescrappedafterade-velopmentcostofabout$6million.LisaandMacnowhaveadrivemadebySony.WhilehewasdevelopingMac,Jobs,whobecameApple’schairmanin1981,waslookingforanewpresidenttoguidethecompany.HeultimatelyrecruitedJohnSculley,44,fromPepsiCowithasal-aryandbonuspackageworth$2million.SculleysoonbeganputtingsomeorderintheApplecrate.Hestartedbyeasingoutsixofthefirm’s15seniorexecutives.Twoofficialspicturedinthecompany’sannualreport,whichwasmailedoutonlylastmonth,nolongerholdthesamepositions.Sculley,whooftenlapsesintoM.B.A.-speak,describeshispruningoftheworkforcefrom5,300to4,600as“infrastruc-turephasedown.”ingbudgetbyabout30%,butthenewpro-motionhasnotalwaysbeensuccessful.Apple’spre-Christmastelevisionads,pro-ducedbyFlashdanceDirectorAdrianLyne,weredislikedbycompanydirectorsanddismissedbyonedealeras“nicefor-eignmovies.”Nonetheless,someofAp-ple’snewadsarealsounconventional.OneearlyMacspotfeaturesanOrwellianBigBrotherandlookslikearockvideo.Sculley’smostimportanttaskwastountangleApple’slineofcomputers.Hecompresseddevelopmenttimetablesfortheproductionofcheaperandmoreex-pensivespin-offsoftheAppleHecomput-er.HehasalsopushedworkonaseriesofLisaproductsandhastriedtomakethemcompatiblewithMac.ThenewLisas,whichrangeinpricefrom$3,495to$5,495,willrunprogramswrittenforMac.Thepacehastakenitstoll.Com-plainsoneApplestaffer:“Peopleareworkingtheirbunsoff.It’sdifficulttoseestraight.We'vegotcrazyschedules.TheearlyverdictofthosewhohaveusedMacisgenerallygood.SaysWilliamGates,chairmanofMicrosoft,thelargestos=ConfusionofapplesinapublicityphotographSculleyhasboostedApple’sadvertis-Anew,automated$20millionassemblylineinCaliforniaisbuilttomatchJapanesestandardspersonal-computersoftwarefirm:“Mac-intoshistheonlycomputerworthwritingsoftwarefor,apartfromtheIBMPC.SaysWilliamCranz,aHuntingtonSta-tion,N.Y.,computerdealer:“Macislight-yearsaheadoftheIBMPC.”MachassomeofthehallmarksthatmadetheAppleIIsuchahit.Theengineeringiscompactandelegant,andthemachineisperhapsthefirstmoderatelypricedcom-puterthatiseasytouse.ButMachassomedrawbacks.Itisdifficulttoexpand,hasasmallmemoryanddoesnothaveacolormonitor.Applewillhaveamorepowerfulversionoutlaterintheyear,butcolorisfarinMac’sfuture.AndalthoughMaccanbelinkedtoIBMmainframecomputers,itwillnotrunsoftwarewritten.forthepopularIBMPC.Jobsclaimsthat100softwarecompa-niesaredevelopingproductsforMac,butonlyfiveprogramswillbeavailablethisweekatitsintroduction.Versionsoftheindustry’scurrentbestsellers,likeLotus’1-2-3,willnotbereadyuntilsummer.ApplehopesthatMacwillappealtosmallbusinessesandcollegestudents.ThecompanybelievesthatexecutivesinsmallfirmswillnotbeastiedtoIBMmachinesastheircolleaguesinmajorcorporations.Ap-plealreadyhascontractstosupplyMacstostudentsatStanford,Carnegie-MellonandDrexel.CautionsFredGibbons,presidentofSoftwarePublishing,basedinMountainView,Calif:“ItmaytakeAppleayeartolearnhowtosellMac.”Applemustalsomakeitsbrand-new$20millionMacfactoryrunsmoothly.Lastweekthefactory,builttocombatthemanufacturingknow-howofJapanesecomputermakers,wasstillhavingstart-uptroubles.sTheMacrepresentsaconclusiveper-sonalvictoryforJobsinthebattleofofficepolitics.Thefinalproofisthatthecompa-ny’sLisaandMacdivisionswillsoonmerge,andhewilltakeoverasheadofthecombinedgroup.ButnowtheMasterofMacmustwaitandseewhethertheLefttoright,RedDeliciousandMacintosh:publicapproveshisboldmachine.aTIME,JANUARY30,1984arifu69
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OnthesetofNightliintalkthatdoesnotunderestimatetheaudience’sintelligence|AsHotasHeIsCoolTedKoppelbringssparkleandunflappabilitytotelevisionttheoutsetoflastweek’stelevisedde-bateamongeightDemocratic,presi-dentialcandidates,TedKoppelsmiledintothecameraandsaid,““Themoderatorwilltrytohavecomplete-control.”Thatdrewalaugh,butasusual,hewasinearnest.In-deed,duringthehalfofthedebatethathemoderated,Koppel,coolandcerebral,keptthediscussioncrisplycontiolled—andconfirmedhisreputationasperhapsthebestseriousintervieweronAmericanTV.Koppel,43,hasestablishedhimselfasthethinkingperson’sanchoronABC’slate-eveningnewsshowNightline,whichsinceneverletsaninterviewbecomerepetitive.Hethinksfasterandmoresubtlythanmostothertelevisionreporters,yetalwaysdoeshishomeworkandneverseemstobeusinghiswitjusttoscorepoints.WellversedinthedetailsandjargonofWashington,henonethelesstalksaboutideasinlayman’sterms;heoftensaysthatonemustnotover-estimatetheaudience’sspecificknowledgeorunderestimateitsintelligence.Hismostdifficultfeatisavoidingthetwinpitfallsofoveraggressivenessandoverfamiliarity.SaysU.S.AmbassadortotheU.N.JeaneMarch1980hasbuiltanaverageaudiencerangingfrom5.1millionto6.8millionviewersfordiscussionsofissuesassensitiveaschildabuseandascomplexasnuclearwargames.Unliketheearly-eveningan-chors,whohelpselectstoriesbuthavelittleroleinthecoverageofmostofthem,Kop-pelcontrolsalmosteverywordthatisspo-kenduringNightline.Mostofeachshowisliveinterviewsconductedbyhim.Oftenhemustinterweavefiveorsixparticipantswhorepresentconflictingviewpointsandspeakbysatellitefromseveralcountries.Koppelisadroitatinterpretingotherpeople’sanswerswithoutseemingtoputwordsintotheirmouths.Heneatlyexposeshypocrisy,butwithoutraisinghisvoiceorresortingtorhetoric.Onoccasionhecanbecometesty,ashedidwhileinterviewingaCaliforniadistrictattorneywhojailedatwelve-year-oldforrefusingtotestifyagainstherstepfather;butwhenhedoeslethisfeelingsshow,hequicklyapologizesonair.Hisbuttoned-downstyleandunflappa-|blecalmcouldmakehimseemdull,buthe70Kirkpatrick:“Heistoughenoughtomakeitinterestingtoéngageinthediscussion,butthequestionsarealwaysstraightandfair.”heNewHampshiredebatemayhavebeenKoppel’smostsensitiveassign-mentever,andhehandleditablybutwithrestraint.Heexplains,“IcouldnotbequiteastoughasonNigiitline.Thepointwasnotformetoelicitanyparticularpieceofinformationortotrapsomeoneinanin-consistency.”Still,someofthediscussiondisplayedhimathisdeflatingbest.Whenthecandidatestalkedaboutcuttingthemilitarybudget,Koppelaskedwhichdo-mesticmilitarybasestheyconsideredun-necessary.Whentheykeptemphasizingthatnoneofthemdowngradetheimpor-tanceofpeace,Koppelnoted,“Infairness,youdon’tthinkthatthefellowintheWhiteHousedoeseither,doyou?”Fourdayslater,Koppeltookonan-otherdemandingshowcase:hisoccasion-alABCseriesViewpoint,alivediscussionofjournalisticethicswithcommentfromZ|workswithexpress-trainspeedandalmost.RelaxingatthedebatewithDaughterTarathepublic.Theshowfocusedonthecon-flictingdemandsoffreedomofinforma-tionandnationalsecurity.AmongKop-pel’sstrengths,isthathealmostneverindulgesinspecialpleadingforhiscraft.AlthoughheissomewhatconservativeinabusinessthatViewpointparticipantslambastedasliberal,Koppelwascarefulnottointerjecthisviews.LastyearKoppelwassoundedoutabout,andrejected,thenetwork'smostcovetednewsjob,anchorofWorldNewsTonight.Thepost,vacatedbythedeathofFrankReynolds,wenttoPeterJénnings.Althoughthejobmighthaveboostedhisreported$700,000salary,Koppelsaysheneverwantedit.WhenABC.NewsPresi-dentRooneArledgetelephonedtoaskifhewasinterested,Koppelsaid,.“Letmemakeiteasierforyou,”andoptedtostayonNightline.HischoicemakessensetoTVjournalists.SaysCBSMorningNewsAnchorDianeSawyer:“TheformatofNightlinehastobetheenvyofeveryseri-ousbroadcastjournalist.Hehascontroland,aboveall,timetoexploreasubject.”Koppelstartedinjournalismin1962asaradiocorrespondentandthreeyearslaterswitchedtoABC-TV.By1969hehadbecometheTVnetwork’sHorgKongbu-reauchief,andhespentnearlytwoyearsreporting“fromVietNam.DuringtheNixonandFordAdministrations,asadiplomaticcorrespondent,heloggedmorethan250,000airmiles..Afteradozenyearsofdedicatedca-reerism,Koppelastonishedcolleaguesin1976bygivinguphiscovetedbeatand.takingalmostayeartobeahousehus-bandwhilehiswifeGraceAnnestartedlawschool.Sayshe:“Ifinallyunderstoodviscerallywhatwomengothrough.Peo-plefocusonthosefewmonthsItookoffandnotontheyearsthatmywifeputherThepointwasnottotrapsomeone.TIME,JANUARY30,1984
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NewsweekKeepingtheSkiesSafeAmericanaviationhasaglitter-ingsafetyrecord:flyingonsched-uledU.S.carriersis30timessaferthantravelingbyauto-mobile.Butpilots,congressionalwatchdogsandfederalregula-torssharegrowingconcernsthatfiercecompetitionandeconomicturbulencearemakingithardertokeeptheskiesassafeastheyare.Manycriticsthinkthegov-[igsernmentregulatorysystemisnotequaltothetask.Page24JANUARY30,TOPOFTHEWEEKLimberingUpforCampaignAttheturnofelectionyearRonaldReaganfindshimselfwithasoaringapprovalrat-ing—andarebornpresidency.ThisweekhequickensthetempowithhisStateoftheUnioncallfora‘newbeginning.”ThenhisSundaynighttelevisiontalkwillremovethelastdoubts:inthefive-minuteaddress,nowcomplete,Reaganwillformallydeclarehiscandidacyforasecondterm.Page14Apple’sHolyWarAgainstIBM.AppleComputerwasonceNo.|inpersonalcomputers,onlytoloseitsleadinahead-oncollisionwithgiantIBM.Now,companychairmanSteveJobsandagroupofyoung‘A-Teamplayers”aretryingtohitback.Heisgamblingthatareturntothegarage-shopspiritofApple’searlierdaysandanexcitingnewcomputer—theMacintosh—cancombinetotakeabigbiteoutof[BM’sdominantshareofthePCmarket.Page54DispatchesPalacesofCultureWelcomeanewsection:Dis-PATCHES.Featuringvivid,highiypersonalreporting,DISPATCHESWilllookatis-suesgreatandsmall.ThisTwonewartmuseumsareleadingthewayinurbanren-ovation.BuildingsliketheDallasMuseumofArt(right)aremagnificentsymbolsofweek,JerryAdlerreportsontheincreasinglycloserela-thelongfighttosaveanen-tionshipbetweencultureanddangeredspecies.Page7commerce.Page66NATIONALAFFAIRS......14Grenada:themanfromGULPMOVIES.............0060.69LIFE/STYLE..............79ReagangetsreadytoruncomeshomeWoody'sbowtoBroadwayCall-of-the-wildcuisineHowIowaplayspoliticsBritain:Labor'schallengeTruffaut'svalentineHartkeepsonthumpinginChesterfieldOTHERDEPARTMENTSTheGlenncampaignpullsNEWSMEDIA.............70Letterssees4__misleadingadMEDICINE...50_LivefromNewHampshireDispatches7Civilrights,ReaganstyleNewfindingsaboutAIDSAccriticunderfirePeriscope.uJudgeClark'sfreshstartNewsmakers48Cardeasate)meteeeLeaTRRNSIONsscasessconsdi7(eeskiessafe?pus!oe54BooKsperem1Transition...75Controllers:aheavyburden©Apale’sholywaragainstIBMSwift,VolumeIII,”byIrvintuecolUMMisTsAcowboy'slastrideReviewingtheMacintoshwEhrenpreiseoMyTurn:MoreMississippimudcomputerheSeoridess”byEvaPatrickL.Yownsend....9opinionieeePlPbyWalterTevisGeorgeF.Will.....a0s“iary1978-1981,"INTERNATIONAL........-aqCuttingthebrokersafetynetAWaaaaaike|’Cover:PhotobyJamesA.Sugar—Philippines:facingafutureafier_NowmoteschlockfortheByResaumiersBrandyBlackStar.InsetphotobyLarryMarcos;.Downing—NewsWweEK.Theboss:don’ttreadonmeThecoffeemarket'supsSPORTSocccciscesionnees73TheyearofthedeepfreezeanddownsMeyertakesthelastshotEasternEurope:acaseofmissile1984byNEWSWEEK,Inc.,444jittersARCHWECTURE..........8WUBIiSesc0sencaensraGRAtyNewavaeyaeMideast:Hussein'snewgameArtithemarketplace‘AmagicHorneofplenty10022.Allrightsreserved.
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helpeditrequirelessscheduledmainte-nancethanmostcars.EvenLynx’squalityratingshaveimproved,sothey’rebetterthanthebest-sellingJapaneseimportmodel**Wecouldgoonandnameall196oftherefinementswe'vemadesince1981tomakeLynxabettercar.Butmoreimportantthanknowingwhateachspecificimprovemententailed,isunderstandingtheprinciplethatliesbehindallofthem.Thatmakingasuccessfulautomobileisn’tsomethingyoudoonce.Butsomethingyouneverstopdoing.allustoll-freeat1-800-MERCEAXforacopyofthe1984Lynxcatalog.*Useforcomparison.Actualmileageandrangemaydifferdependingonspeed,triplengthandweather.Actualhighwaymileageandrangelower.ApplicabletoLSeries3-doordieselunitswithoutairconditioningorpowersteering.NotavailableinCalifornia.**Basedonasurveyofowner-reportedproblemsduringthefirstthreemonthsofownershipof1983MercuryLynxandNissanSentraautomobiles.MERCURY.AMOREENLIGHTENEDAPPROACH.BesoYNXERCURYLYN.LINCOLN-MERCURYDIVISIONlystforL.F.Rothschild,Unterberg,Tow-bin:“Thequestionremains,isthetechnol-ogysogreatthatpeoplewillbewillingtoforgoIBMcompatibility?”Iftechnologydoescarrytheday,thenmuchcreditwillgotoApple’s“A-playerstrategy,”aphrasethatenteredthecom-pany’slexiconshortlyafterSculley’sarrivallastApril.Macintoshwasinitiatedbyaverysmallteam,handpickedbyJobsandorgan-izedsolooselythatskepticsdubbedtheproject“SteveJobs’sback-to-the-garagefantasy.”Asmanager,heprotectedhischargesfromnormalcorporatedistrac-tions.“Itevolvedasagroupmentality,”saysteammemberChrisEspinosa,22,whohasworkedwithApplesincetheageof14,“Jikeanendlesscocktailparty,withchipsandsoftwareinsteadofdrinks.”Inthisnewenvironment,C-playerswerenolongerwel-comeinthescatteroflow-risebuildingsinCupertinoandB-playerswereadvisedtobecomeA-players—orelse.Whilemostsurvivorsthoughtthebelt-tighteningwasnecessary,somesayitaddeda“brutal”notetothelong-toutedhumanitariancultureatApple.“Now,”saysoneemployee,“thenewpeopleknowyougetjobsecurityatHewlett-Packard,notApple.”Jobs’s“fantasy”provedtobeapotentdevelopmenttechnique.In1979Macintoshbeganasanentirelydifferentcomputer,basedonmoretraditionaltechnology.Twoyearsintotheproject,theteamabruptlydecidedtodesignthemachinearoundtheMotorola68000microprocessor,thenanexotic$200chip.SixmonthslaterIBMintroduceditsPersonalComputer,basedontheless-advancedIn-tel8088chip.“Atfirst,”saysoneteammember,“thePCwaslaughable,thenitwa:teresting,thenitwasterrify-ing,WeletIBMhavebigcom:puters;ifweletthemhapersonalcomputers,acreétivehumanresourcemighthavejustbeenfizzledaway.”JobskepthisMacintoshteamchallengedandpam-pered.Onregularretreatstojsolatedresorts,heentreatedthemwith“quotesfromChair-manJobs,”rangingfrom“It’smorefuntobeapiratethantojointheNavy”to“TrueartistsJnip,”thepracticalreminderthataproductcannotbefoeverinthedesignstage.Inturn,theMacintoshteamrent-edabillboardonthechair-man’scommuterroute,wish-inghimahappy28thwithanotherJobsquote:journeyisthereward.”Jobs:hadteammemberssignoldforMacintosh’splas-ichcomputer100eve:themi47signaturesBurrellSmith,theEvWEEK/JANUARY30,1984JeffreyAaronsonJobsaddressingcompanydealers:Evangelismold“hardwarewizard”whosingle-handed-lydesignedthedigitalcircuitryofthema-chine,isanemblematicA-player.arrivedinSiliconValleyfouryearsagowithOnesuitcase,noengineeringdegreeandanobsessionwithmicroprocessors.Briefly,helivedinasingleunheatedroom,warmedChristophBlurnrichwISAPPLE’SMACINTOSHRIPEENOUGH?Appleistargetingitsnewcomputerforthecorporatecustomer.ButanalystssayitsshareofthebusinessmarketwillshrinkandthattheMacshouldbepitchedividualusers.APPLESALESMIXPercentAppleMacintoshLisaAppleIoverthewinterbytheglowingvacu-umtubesinhisagedoscilloscope.Withoutadegree,theonlyjobhecouldfindwasintheservicedepart-mentofApple.RepairingbrokenAp-pleII’s,hebecameentrancedby“thespiritofWozniak”(StephenWoz-niak,cofounderofApple),asexpressedindigitalcircuitry.“Hisde-signs,”Smithrecalls,relikepoems.”Thelowlyrepairmanbeganhangingaroundtheengineeringlabs,andhewasgraduallyacceptedintotheelitefraternityofAppledesigners,whoscorn“ClydesdaleengineersfromHewlett-Packard”andwhocanspotguyswiththerightstuffbythewaytheylookatadiscdrive.‘HaloGlow’:SmithdesignedtheunusuallycompactdigitalcircuitryoftheMacintoshintandemwith‘eartist”AndyHertzfeld,astuffprogrammerwhostillre-callshisfirstviewofanAppleIJ:“Itseemedtohavethishaloglowaroundit.”SmithandHertzfeldoftenworkallnight,inadjoininghousestheyrecentlypurchasedinpriceyPaloAlto—withcash,Hertzfeldnotes,sincebothholdsizableApplestockoptions.ButHertzfeldquicklyaddsthat“Appleisn’tjustthemoneysagiantmagnifyingglassthattakesyourgreatstuffandbroadcastsitouttoeveryone.”That’safairdefinitionofJobs’srole.Heisnotanengineer—muchoftheoriginalAp-plewasdesignedbyWozniak,whowasabsentduringtheMacintoshproject.Jobsisastrong-mindedm:erwithabroad,almostintuitiveunder-standingofcomputers.“Iloveproducts,”hesays,andenu-meratessomefavorites:SonyProfeelmonitors,Braunap-pliances,Mercedes-Benzauto-mobiles.TeammembersrecallJobsreturningfromashoppingtripandinsistingthatMacin-toshresembleaart.Jobsinvolvedhimselfinev-eryaspectoftheMacintoshproject.“Steveislikeagoodpokerplayer,”saysonedesign-er.“He'llgoaroundtofiveorsixpeoplewiththesameidea,asifhe’salreadymadeuphismind,buthe’swatchingtheieyestoseehowtheyreact.”Jobssometimesdefendshisideaswithhighlyvocaldisplaysoftemperthataren’talwaysbluster;rumorhasitthatheio0hasthreatenedtofireem-ployeesforinsistingthathicomputersshouldhavecurafeaturethatJoldtoin-ousblendofcharmandim-patience,shre'
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JeffreyAaronsonTheA-team’snext-doorneighbors:‘Softwareartist’AndyHertzfeld(left)and‘hardwarewizard’BurrellSmithIt’stheAppleofHisEyeSteveJobsisbettingthenewMacintoshwillhelpwintheholywaragainstIBM.Sittinginavast,dingyauditorium,shav-en-headedworkersingrayuniformsstareglassy-eyedasasternBigBrotherharanguesthemfromagiantvideoscreen.Suddenlyabrightlycladathleticwomanburstsin,closelypursuedbyaphalanxofriotpolice.Shehalts,whirlsaroundandhurlsahugehammerintotheyammeringimage.Astheworkerslookoninamaze-ment,thescreenexplodesandfillstheframewithsmoke.Thentextappears,promisingthat“1984willbenothinglike‘1984’,”followedbythename:AppleComputer.Thisfrighteningimageof1984,airedonnationaltelevisionovertheweekend,wasaboldpreludetoApple’sintroductionthisweekoftheproductonwhichitscorporatefuturehinges:theMacintoshPersonalComputer.Thefantasycommercialparal-lelsreality,forMacintoshisadramaticandriskyattempttomakeatechnologicalendrunaroundbehemothcompetitorIBM(page56).Applegrewoutofasuburbangarageandbecameoneofthecountry’sleadingcomputermakersinlessthansixyears,onlytocollidehead-onwitha$40billioncompanyinthemostvolatilemar-ketplaceofthe1980s.Forkeyemployees,thenewbattlewithIBMisalmostaholywaragainstOrwellianforcesthatseektosubvertApple’scherishedvisionoftheper-sonalcomputerasatooltosavetheworld.ThecollisionwithIBMhasbadlywound-54edApple.In1983itlostasmuchashalfitsmarketsharetoIBM’spersonalcomputer,whichbecametheindustrystandardalmostovernight.Apple’sstockdroppedfromahighof$63.25toclosetheyearat$24,andprofitsforthefourthquarteroffiscal1983fell73percenttoamere$5.1million.What’smore,themuch-toutedLisacomputer,onceApple’shopeforthefuture,wasacommer-cialflop—sendingApplechairmanSteveJobsscurryingtofindamarketingwizardtotellhimwhatthecompanywasdoingwrong.“TheunfortunatethingaboutAp-ple,”saysBarbaraIsgur,ananalystwithPaineWebber,“isthattheyhaveyettomakeasuccessofanythingsincetheAppleIIe.”Wager:Applehopestochangethat.Inanefforttorevitalizethecompanyandpreventitfromfallingvictimtocorporatebureau-cracy,JobshaslaunchedacampaigntobringbackthevaluesandentrepreneurialspiritthatcharacterizedAppleinitsgarage-shopdays.IndevelopingtheMacintosh,hehastriedtore-createanatmosphereinwhichthecomputerindustry’shighlyindi-vidualistic,talentedandofteneccentricsoft-wareandhardwaredesignerscouldflourish.“Wedon’tfindrolemodelsforAppleattheHarvardBusinessSchool,”saysJohnScul-ley,themarketingmanwhomJobsluredawayfromPepsitothepresidencyofApple.“We'reinventingmanagementconceptsthatwillsoonerorlaterbeacceptedbylargerpartsofAmericanindustry.Whatthoseare,Idon’tthinkanyofusknowyet.”What’sclearisthatApple’swageronMacintoshishuge:wellover$100millionindevelopmentcostsand$20millionforahighlyautomatedfactorydesignedtobuildonlythatmachine.Ifthecompany’snowfaltering’Lisawasafrontalassaultonthebusinessmarket,thenthe$2,500Macintoshisaguerrillaaction.LikeLisa,ihemachineisdesignedtobeeasytouse,andAppleexpectsthat70percentofMacintoshsaleswillgotobusinesses.Infact,oneofSculley’smaingoalsistopositiontheMacintoshandtherevampedLisaasafamilyoflow-costcomputersforcorporations.“Manyper-sonalcomputersaregoingtogatherdustonmanagers’desks,”saysSculley,“becausethey’rejusttoocomplicatedtouse.”ButmuchofWallStreetbelievesthatApple,intargetingMacintoshforthebusi-nessmarket,maybeheadedinthewrongdirection.ManyanalyststhinkthattheMacismorelikelytobepurchasedbyindi-vidualsforuseintheirhomes(chart).SuchcomputergiantsasDigitalEquipment,Wang,Honeywell,DataGeneralandBur-roughshaveeitherintroduced,orwillsoonunveil,personalcomputerstocomplementtheirownlargebusinesssystems.Inaddi-tion,theMacintoshisnotcompatiblewiththeIBMPC,theindustry’sdefactostand-ard.SaysMichelePreston,computerana-NEWSWEEK/JANUARY30,1984lystforL.F.Rothschild,Unterberg,Tow-bin:“Thequestionremains,isthetechnol-ogysogreatthatpeoplewillbewillingtoforgoIBMcompatibility?”Iftechnologydoescarrytheday,thenmuchcreditwillgotoApple’s“A-playerstrategy,”aphrasethatenteredthecom-pany’slexiconshortlyafterSculley’sarrivallastApril.Macintoshwasinitiatedbyaverysmallteam,handpickedbyJobsandorgan-izedsolooselythatskepticsdubbedtheproject“SteveJobs’sback-to-the-garagefantasy.”Asmanager,heprotectedhischargesfromnormalcorporatedistrac-tions.“Itevolvedasagroupmentality,”saysteammemberChrisEspinosa,22,whohasworkedwithApplesincetheageof14,“Jikeanendlesscocktailparty,withchipsandsoftwareinsteadofdrinks.”Inthisnewenvironment,C-playerswerenolongerwel-comeinthescatteroflow-risebuildingsinCupertinoandB-playerswereadvisedtobecomeA-players—orelse.Whilemostsurvivorsthoughtthebelt-tighteningwasnecessary,somesayitaddeda“brutal”notetothelong-toutedhumanitariancultureatApple.“Now,”saysoneemployee,“thenewpeopleknowyougetjobsecurityatHewlett-Packard,notApple.”Jobs’s“fantasy”provedtobeapotentdevelopmenttechnique.In1979Macintoshbeganasanentirelydifferentcomputer,basedonmoretraditionaltechnology.Twoyearsintotheproject,theteamabruptlydecidedtodesignthemachinearoundtheMotorola68000microprocessor,thenanexotic$200chip.SixmonthslaterIBMintroduceditsPersonalComputer,basedontheless-advancedIn-JettreyAaronsonJobsaddressingcompanydealers:Evangelismold“hardwarewizard”whosingle-handed-lydesignedthedigitalcircuitryofthema-chine,isanemblematicA-player.HearrivedinSiliconValleyfouryearsagowithonesuitcase,noengineeringdegreeandanobsessionwithmicroprocessors.Briefly,helivedinasingleunheatedroom,warmedChristophBlumrich—Newswethoverthewinterbytheglowingvacu-umtubesinhisagedoscilloscope.Withoutadegree,theonlyjobhecouldfindwasintheservicedepart-mentofApple.RepairingbrokenAp-pleII’s,hebecameentrancedby“thespiritofWozniak”(StephenWoz-niak,cofounderofApple),asex-pressedindigitalcircuitry.“Hisde-signs,”Smithrecalls,“werelikepoems.”Thelowlyrepairmanbeganhangingaroundtheengineeringlabs,andhewasgraduallyacceptedintotheelitefraternityofAppledesigners,whoscorn“ClydesdaleengineersfromHewlett-Packard”andwhocanspotguyswiththerightstuffbythewaytheylookatadiscdrive.‘HaloGlow:SmithdesignedtheunusuallycompactdigitalcircuitryoftheMacintoshintandemwith“softwareartist”AndyHertzfeld,aright-stuffprogrammerwhostillre-callshisfirstviewofanAppleII:“Itseemedtohavethishaloglowaroundit.”SmithandHertzfeldoftenworkallnight,inadjoininghousestheyrecentlypurchasedinpriceyPaloAlto—withcash,Hertzfeldnotes,sincebothholdsizableApplestockoptions.ButHertzfeldquicklyaddsthat“Appleisn’tjustthemoney—it’sagiantmagnifyingglassthattakesyourgreatstuffandbroadcastsitouttoeveryone.”That’safairdefinitionofJobs’srole.Heisnotanengineer—muchoftheoriginalAp-plewasdesignedbyWozniak,whowasabsentduringtheMacintoshproject.Jobsisastrong-mindedmanagerwithtel8088chip.“Atfirst,”saysoneteammember,“thePCwaslaughable,thenitwasin-teresting,thenitwasterrify-ing.WeletIBMhavebigcom-puters;ifweletthemhavepersonalcomputers,acrea-tivehumanresourcemighthavejustbeenfizzledaway.”JsJobskepthisMacintoshteamchallengedandpam-ered.Onregularretreatstojsolatedresorts,heentreatedthemwith“quotesfromChair-manJobs,”rangingfrom“It’smorefuntobeapiratethantojointheNavy”to“Trueartistsship,”thepracticalreminderthat4productcannotbefor-everinthedesignstage.Inturn,theMacintoshteamrent-fdabillboardonthechair-an’scommuterroute,wish-inghimahappy28thbirthdaywithanotherJobsquote:“Thereyisthereward.”Jobs‘adteammemberssignoldforMacintosh’splas-Uneinsideeachcomputer(whichcan’tbeopenedbyown-are47signatures.ers)ierellSmith,the26-year-100"gwSWEEK/JANUARY30,1984NIISAPPLE’SMACINTOSHRIPEENOUGH?Appleistargetingitsnewcomputerforthecorporatecustomer.Butanalystssayitsshareofabroad,almostintuitiveunder-standingofcomputers.“Iloveproducts,”hesays,andenu-meratessomefavorites:Sonythebusinessmarketwill|]Profeelmonitors,Braunap-zshrinkandthattheMacpliances,Mercedes-Benzauto-fshouldbepitchedtoin-mobiles.Teammembersrecalldividualusers.JobsreturningfromashoppingtripandinsistingthatMacin-yAPPLEtoshresembleaCuisinart.SALESMIXJobsinvolvedhimselfinev-Percent||eryaspectoftheMacintoshwer''s2ag84project.“Steveislikeagoodpokerplayer,”saysonedesign-er.“He'llgoaroundtofiveorsixpeoplewiththesameidea,asifhe’salreadymadeuphismind,buthe’swatchingtheireyestoseehowtheyreact.”Jobssometimesdefendshisideaswithhighlyvocaldisplaysoftemperthataren’talwaysbluster;rumorhasitthathejoohasthreatenedtofireem-ployeesforinsistingthathiscomputersshouldhavecursorkeys,afeaturethatJobsconsid-ersobsolete.Butwhenheisonhisbestbehavior,Jobsisacuri-ousblendofcharmandim-patience,oscillatingbetweenshrewdreserveandhisfavorite55
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BUSINESSexpressionofenthusiasm:“Insanelygreat.”Occasionallyhemusesonhowa“six-monthproject,”thefirstApplecomputer,hasnowabsorbedtwo-thirdsofhisadultexistenceinanindustrywhereloveaffairsandbicycletoursaroundItalyalwaystakesecondplace.ApplewatchershadpredictedanearlycollisionbetweenJobs,the28-year-oldco-founder,andSculley,44,theimportedmar-ketingwhiz.Thusfar,whiletherehavebeendisagreements(mostrecently,overthepric-ingofMacintosh),therelationshipseemsrootedingenuinerespect.“Stevewillbemyageintheyear2000,”Sculleysays.“He’soneofthosefewpeoplewhocanmakeadifference.”JobsclaimsthatheenticedSculleytoApplewithachallenge:“IfyoustayatPepsi,fiveyearsfromnowallyou'llhaveaccomplishedissellingalotmoresug-arwatertokids.IfyoucometoApple,youcanchangetheworld.”Whiletherewereotherinducements(includinga$2millioncashbonus),SculleyagreesthatApplecanchangetheworld;partofthejob,headds,is“helpingStevegrowup.”Theinfluencegoestwoways;Jobs’sSiliconValleyvo-cabularyhasalreadycoloredSculley’slan-guage,andbothapprovinglydescribetheirconversationsas“coredumps”—computerjargonformemorytransfer.JobsandSculleybothagreethatifMacin-toshistosucceeditmustsellmillionsofunits.Earlythismonth,inFremont,Calif.,Applecompletedthemostautomatedcom-puter-assemblyplantintheUnitedStates,solelytoproducethemachine.Appleengi-neersstudiedmorethan100automatedplantsinJapan(Jobs’sfavorite:thefactorywhereCanonproduces$995copiers).Theresultisanearlysilentfactorywherecom-puterscontroleveryfunctionfrominven-torytoqualitycontrolandbattery-powered.robotvehiclesroamthefloor,ferryingpartsDrawingwithMacPaint:Adoodler’sdelightReviewingtheMacWhenareporterrecentlyaskedApplechairmanSteveJobswhethertheMacintoshdesignteamhadtriedtofindoutwhatcomputerusersmightneedorwantinanewmachine,Jobsreplied:“DidAlexanderGrahamBelldoanymarketresearchbeforeheinventedthetelephone?”TheMacintoshisJobs’svisionofwhatapersonalcomputershouldbe.“IfMac’ssalesarejustaverage,”hesays,“thenourvisionoftheworldissignifi-cantlywrong.”TheMacintoshbreaksnewground.BuiltaroundapowerfulMotorola68000microprocessor,themachinehasabuilt-innine-inch,bit-mappedblack-and-whitescreen,adetachablekeyboardandabuilt-in34-inchmicrofloppydiscdrive.Theinitialversionwillhave128Kofrandomaccessmemory(RAM);Jobssaysthat512KRAMver-sionswillbeavailablelaterthisyear.Thehard-warepackagingisatourdeforce:the“mother-board’*—themaincircuitboard—hasfewerthan50chipsandisonly10by10inchessquare.Thecomputerweighsjust17poundsandfitseasilyintoacanvascarryingcase.ApplehastakenpainstomaketheMacintoshveryeasytolearn.Itis,ThemachinereliesonconceptsdevelopedmainlyatXeroxCorp.’sPaloAltoResearchCenteradecadeago;Appleintro-ducedtheideasonitsLisacomputerlastyear.TheMacintoshusesicons—littlegraphicim-ages—anda“mouse,”atetheredboxthesizeofacigarettepackthatisusedtomove©@thecursorandentercommands.ToremoveEnteringthefrayanunwantedfile,forexample,oneusesthemousetodraganiconofatinyfilefolderacrossthescreentoanimageofagarbagecan;toerasethefile,oneusesthemousetopointtoacommandto“EmptyTrash.”TheMacintoshisnotcompatiblewithotherindustrystand-ards—eithertheIBMPCorApple’sownAppleIle,thoughMacintoshsoftwarewillrunontheLisa.InitiallyApplewillselltwosoftwareprogramswiththemachine—“MacWrite,”aword-processingprogram,and“MacPaint,”asuperbprogramthatletstheusercreateelaborategraphicimagesonthescreenbydrawingwiththemouseandusingapaletteoficonsincludingapencil,apaintbrushoraspray-paintcan.Intuitive:WhenAppleintroducedtheLisa,itfailedtoattractoutsidesoftwareforthemachine.Thistimemorethan100companiesareexpectedtodevelopsoftwareforthenewmachine,includingMicrosoft,SoftwarePublishingandDowJones.TheearliestprogramswillbeversionsofsoftwarealreadydevelopedformachinesliketheAppleIleandtheIBMPC,butnewprogramsshouldappear,too.“Themachineisgoodenoughanddifferentenoughtoattractawholenewwaveofsoftwaredevelop-ment,”saysMitchKapor,presidentofLotusDevelopmentCorp.,creatorofthebest-sellingprogramLotus1,2,3.“Youshouldbeabletocreatesoftwarethatismuchmoreintuitive.”Aspuretechnology,theMacintoshisanintriguingmachine.ButhowwellitfareswilldependondesigncompromisesApplemadeandonitspricingandmarketingstrategy.LastmonthApplewasstilldebatingwhethertopriceitat$1,995or$2,495.Itchose$2,495,thoughstudentsatmanycollegeswillbeabletobuyitforabout$1,000.TruetoJobs’svisionofwhatacomputershouldbe,thekeyboardhasnocursorkeysandnofunctionkeys;thoughtherearesomeshortcuts,operatingtheMacintoshsome-timesseemstorequiretheequivalentofthreehands—twoforthekeyboard,oneforthemouse.Whiletheiconographyiseasytolearn,someusersmayfindtheirpatiencewearingthinattherelentlesslycutesymbols.Moreover,theheavyrelianceongraphicsandtheneedtopositionthecursorverypreciselydemandsclosevisualattention;somemayfindthemachinevisuallytiringtouse.Asabusinessmachine,theMacintoshfacesotherhandicaps.Theinitialmemorycapacityistoolimitedtorunlarge,complexbusinesssoftwarelikeLotus1,2,3effectively.AndalthoughAppleplansalow-costcommunicationsnetworkfortheMacintosh,itisfornowessentiallyastand-alonemachine.“AppleisatafundamentaldisadvantagewithIBMintheareaofcommunicationscapabil-ity,”saysKapor.“Itsmajorchallengewillbetoclosethatgap,whichitwon’tbeabletoinitially,andmakethemachinesfullyappro-priatetothebusinessenvironment.”WILLIAMD.MARBACHwithJENNETCONANTinNewYork56NEWSWEEK/JANUARY30,1984
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toworkers.Fewerthan300humanswillproduceoneMacintoshevery27seconds;lessthan1percentoftheproduct’scostwillbeduetolabor.Regardingtheimpactonless-skilledworkers,thefactory’shuman-resourcesdirectorisblunt:“‘Aplantlikethisisgoingtobetheonlywaytokeepanyjobsatallinthiscountry.”EducationalUse:TwootherelementscompletetheMacintoshstrategy:softwarecompaniesanduniversities.Atthemo-ment,Macintoshhasverylittlesoftwareavailable,butApplehasactivelycourtedmorethan100“thirdparty”softwarecom-panies,offeringthemprototypeMacin-toshesandtechnicalassistance.Theappealisaptlytimed:manysoftwarecompanies,growingdependentonIBMfortheirmar-ket,fearthatthegiantmaysoonmovetorecapturemuchofthatbusinessforitself.Bycontrast,Appleappearsasaferbet-—andaprofitableoneifMacintoshsalesboomimmediately.Apple’smostrecentcouphasbeensigning24universities—includingHarvard,Yale,PrincetonandStanford—topurchase$2millionofAppleproductseachoverthenextthreeyears.“Wethinkitwillrevolutionizehighereducation,”saysBrianHawkins,assistantvicepresidentofDrexelUniversity,whereMacintosheswillbedis-tributedtonearly2,000studentsnextmonth.Carnegie-Mellon,withclosetiestoIBM—includingaresearchpacttodevelopastudentcomputerby1986—hasalsosignedanagreementwithApple.“Thema-chinechangesthenameofthegameforuniversities,”admitsJohnCrecine,seniorvicepresident.“We'retryingtohelpIBMdevelopaproductwithsimilarabilities.”Macintoshisn’ttheonlynewproductplannedbyApple.Thecompanyisreadyinga$1,000,seven-poundportableforthisspringandlaterthisyearhopestobringoutasouped-upAppleII.Butthecompany’scentraltechnologyfortherestofthedecadeisnowoutonthetable.“ItiscrucialthatMacintoshbesuccessful,”saysanalystMatthewMeehanofSalomonBrothers.“Macdeservestobeasuccess,”saysEstherDyson,presidentofRosenResearch.“Asaproduct,it’sthebestthingaround.”Ana-lystsagreethatindividualswillloveMacin-tosh,butnooneiscertainwhetherthatemotionwilltranslateintosuccessinthelargerbusinessmarket.Perhapsthat’sbecauseJobshasusedtheMacintoshtotakeApplebacktoitsroots—acompanybuildingitsownvisionofthebestcomputer.IfMacintoshdoesn’ttakeoff,saysJobs,then“wedeservetobeanaveragecomputercompany.”Itseemsanunlikelyfate,aslongasJobscultivateshisA-players.Andapparently,they’reready.LastweekavisitortoAppleaskedhardwarewizardSmithwhathewouldliketodonext,nowthatMacintoshisdone.“Iwanttobuildthecomputerofthe90s,”Smithsaid,withouthesitation,“OnlyIwanttodoittomorrow.”MICHAELROGERSinSanFranciscowithJENNETCONANTinNewYorkNEWSWEEK/JANUARY30,1984
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“FEBRUARY,13,1984THREEDOLLARS-UP&COMERS_BASKETBALLATTHEJU.OFNEVADA,LASVEGAS<qEMOST<77be
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ToronadoCaliente.Oldsmobile’lateststatementinpersonalluxury.There’saspecialfeelinthenew1984ToronadoCaliente.It’safeelingofpridethatyou'veneverexperiencedbefore.4ThecomfortlegendarytoToronadowithleatherintheseatingareas,eventheoption_ofsoftlambswoolshearling.Andanelectronicinstrumentpanel.Eventhechoiceofanelectronicsynthesizedvoiceinformationsystemoragroupofreminderindicatorlights.JustlookatCaliente’suniqueelegancefromthespeciallandaurooftoitsdistinctiveexteriorappliques.Thenew1984ToronadoCaliente,Oldsmobile’slatestandmostsophisticatedstatementofpersonalluxury.Let'sgetittogether...buckleup.a,ThereisaspecialfeelinanClthimobitsAppleclaimsitsnewMacintoshcomputertstakingdeadaimattheIBMPC.Buttheevidencesuggeststhecompanyhasaratherdifferenttargetinmind.ApplesauceByStephenKindeliHEMacinrosu,thenewcom-puterAppleCorp.startedship-pingJan.24,comeswithaheftyclaimfromJohnSculley,companypresident.TheMac,hesays,is“meanttosupplantthePConthedesksofcorporateAmerica,justasthePCsupplantedourownApplesoverthelast18months.”Bravewords.ThelandscapeisstrewnwiththelikesofXerox,RCAandGeneralElectric,tonameafew,whothoughttheycouldmuscleapieceofIBM’sclaimedturf.There’sevenachunkofApplelitteringtheground,theLisaworkstationintro-ducedwithhighhopesandeatflairlastJanuary.SowhydoesSculleythinkthatthistimewillbeanyifferent?cthypothesesfittheevidence.ThefirstisthatpothSculleyandcompanycofounderSteveJobshavetakenleaveoftheirsensesandareengagingincorporateegomaniaonagrandscale.on’tJaugh.Othercompa-ieshavefallenvictimtotheirownmachismo.Butthat’snotthecasehere.Thesecondhypothesis,nethatmakesmoresense,jsthatApplehasnointen-tionofcompetingwithIBMandhassimplyputoutaORBES,FEBRUARY13,1984ImagefromcommercialintroducingAsmokescreenforWallStreet?smokescreentosatisfyWallStreet.IftheanalystsbelieveApplemustcom-petewithIBM,whynotpandertothatbeliefand,meanwhile,getonwithotherbusiness?Forevidence,thereistheMacin-toshitself,aproductwhosedesignclearlyindicatesitstruemarket.NolesstellingisApple’sapproachtomarketingtheMac,which,foralltheexpensivefuss,pointsawayfromadirectconfrontationwithIBM.IfApplewerereallygoingtocom-petewithIBM,itwouldbesellingMacintoshesdirectlyintoTheForbes500smarket.Why?Becausethedeci-siontopurchasepersonalcomputersatthecorporatelevelhaslongsinceshiftedfromthedayswhenindivid-ualsboughtpersonalcomputersandluggedthemtotheoffice.Instead,cor-porationsbuypersonalcomputersbythefreight-carload,andthepurchasedecisionhasshiftedtothecorporatedataprocessingandfinancecommit-tees.Directsellingtonationalac-countsalreadymakesupaquarterofallpersonalcomputersales,accordingtoFutureComputing,aRichardson,Tex.consultingfirmthattracksthepersonalcomputerindustry.It’shardtoseehow,withoutitsownnationalaccountsalesstaff,ApplewillwinthebattleforthemiddlemanagementdesksofcorporateAmerica.Yet,listentoSculleyonthesubjectofnationalaccountselling:“WewillbesellingtheMacintoshthroughourestablisheddealernetwork.Someofthemhavenationalaccountsalesstaffs,butwethinkthatthemachinewillsellwellenoughoutofthecom-puterstores.”Sculleyknowsbetter.Lisa,inlargemeasure,failedtocrackthecorporatemarketpreciselybe-causetheaverageApplecustomer,who.buysinacomputerstore,couldn'tgetsign-offrightsfromhiscompanyona$10,000purchase.ThenthereistheMacintoshitself.Itsbestfeaturesareforcomputernov-ices:MacPaint,aprogramthatcreatesgraphicdesignsofstunningcomplex-ity,andMacWrite,aword-processingprogramthatgoestoingeniouslengthstosetupthescreentolooklikeatype-writer.Botharecontrolledbythemachine's“mouse,”whichmovesthecursorwithouttheuser'stouchingthekeyboard.Suchsimplic-ityisnotaimedatbigcorpo-rations.TheaveragemiddlemanagerhaslittleneedforthegraphicscapabilityofMacPaint.Mostmanagershaveahardenoughtimewritingreports,withouthav-ingtoworryaboutdesigningthemaswell.iThenwherewillallthosemachineswindup?Ahint:Thereisbroadagreementthatonlyone-thirdofallthedesksinAmericaeverlikely
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Lifestylewarsiftisanimagemeant,fromtheoutset,tofrighten.Facelessmasses,theircomplexionsanduniformsacoolblue,marchintoaroomtohearthewordsofBigBrotheronthescreen.Whiletheimageonthescreendroneson,thereisaburstofcolorandcommotion.Ayounggirl,cladinredjoggingshortsandcarryingasledgehammer,racesintothehallpursuedbyvisored,helmetedstormtroopers.Asshethrowsherhammerintothescreen,smashingit,acoldwindblowsacrossthevacant-eyedmasses.Thecommercial’stagline:“OnJan.24,ApplewillintroducetheMacintosh.Andyou'llseewhy1984won’tbelike7984.IsApplereallyequatingIBMwiththetotalitariansocietydepictedbyGeorgeOrwell?Notovertly,saysLeeClow,creativedirectoratChiat/Day,theLosAngelesadvertisingagencythatspentover$400,000producingthespot.Itwasorigi-nallyshownin11majormetropolitanmarketsplusBocaRaton,Fla.,whereIBMPCsaremade.ButClowadds:“Allyouhavetodoislookat’IBM’shistoricapproachtocomputersassomethingforthefew,wheretheymightletyouinifyouconformedandleamedtheirlanguage,programming.ThenlookathowApplemakescomputersaccessibletopeople.”Thecommercial,directedbyRidleyScott,whoalsoSequencesfromApple'sMacintoshcommercialBigBrotherversusTruthandBeauty.gavetheworldsuchfuturisticmoviesasAlienandBladeRunner,maynotovertlycastIBMasanOrwel-lianthug,butitisattheveryleastacleverexerciseinpropagandainthestyleof1984.IBM,ofcourse,counterswithsomecleverimagi-neeringofitsown.FromthedayitintroducedthePC,IBM’ssymbolhasbeenCharlieChaplin’sengagingLittleTramp,anditsmottohasbeen“AmachineforModemTimes.”Theimpliedpointisthatitsma-chinesareahumanizinginfluence.ThereseemsmoreatstakeintheseadcampaignsthanmerelymovingMacsandPCs.Infact,bothIBM’sandApple’scommercialssignalafundamentalreal-izationonthepartofbothcompaniesthatamarketcannotbemadeforcomputerssimplyonthebasisofperceivableproductbenefits.Withthenoveltyofowningcomputerslonggone,bothcompanieshavedecidedthatimagescanbetranslatedintobrandpref-erence,thesamewaythatgettingsmokerstoassoci-atewiththeMarlboroManchangedthecourseofcigarettemarketing.Corporateimagecanbeasometimething,ofcourse,expensivetochangebutchangeablenonethe-less.Fornow,though,IBMandApplearespendingheavilyindecidedlydifferentways.—s.k.tobeequippedwithcomputersareonds.ThatfactoryallowsAppletocorporatedesks.Therestbelongtoindividualandsmallbusinessusers,theverypeoplewhowereApple’soriginalcustomersandwhostillbuytheoverwhelmingmajorityofthe100,000Applessoldeverymonth.CouldsuchbeApple’srealintent?Yes,ifyoulistentothewordsbehindthewords.SculleyhaslabeledtheMacintosh“‘Apple’smachineforwellintothe1990s,maybeintothenextcentury.”Hehasbackedthosewordswitha$20millionautomatedfacilitytoproduceaMacintoshevery27sec-40makeaMacthatcontainslessthan1%ofitsvalueinlabor,sothatitseconomiesofscaleshouldcontinuetoriseassalesincrease,butonlyiftheMacintoshhasanindefinitelife.Suchalevelofcommitmentisnotcorpo-ratemachismo.Itisanagendaforadecadeormoretocome,anditisanagendaessentiallysayingthattherearetwomajorpersonalcomputermarkets:thecorporateworldservedbyIBMandtherestservedbyApple.SowhyisApplemakingsuchashowofattackingIBM?AsSteveJobssays,Applehasmanyconstituencies,ofwhomsoftwarewriters,dealersandcustomersareonlythree.“WehavetopersuadeWallStreetandthemediawithin100daysofintroductionthatwehaveaviableproduct,”saysJobs.Apple'sstockhastakenquiteabeat-ingsincetheIBMPCwasintroduced.BecauseWallStreet’sperceptions,notreality,determinewhichstocksareaddedtoportfolios,SculleyandJobshavedecidedtoatleastappeartoplaytothoseperceptions.Inotherwords,simpleexerciseinpropaganda,1984-style(seebox,above).FORBES,FEBRUARY13,1984TherecouldwellbeanotherreasonforApple’ssmokescreen.Besidesitstraditionalmarket,AppleseemstobeaimingtheMacintoshatengineersanddesignerswhoneedareasonableamountofprocessingpoweratthedesktop.JobsbragsthattheMacin-tosh“hasthecapabilitiesatleastofaPDP-11orasmallVAX,”bothmadebythenumbertwocomputermaker,DigitalEquipmentCorp.CouldDECbeApple'struetarget?DEChashadmorethanitsshareofproblemslately,mostlycenteredonitsownslowstartinpersonalcomputers.Butithasbeenadarlingofscientistsandengineersfordecades,soit’sworthnotingthattherearesimilaritiesbe-tweentheMacintoshandDEC’soffer-ing.Both,forexample,use32-bitpro-cessing.ADECMicrovax1,though,costs$10,000to$18,000,whileaMac-intoshwillgoforunder$3,000.Obviously,aweakened,uncertainDECiseasiertocompeteagainstthananall-but-invincibleIBM.AndforAp-ple,becomingAmerica’snumbertwocomputermakerisneitherimpossiblenorworthless,evenconcedingthemanagerialmarkettoIBM.DoesDECfeelthatithasbeentar-geted?Itthinksnot.PeterGraham,amanagerofDEC’sMicrovaxprogramoffice—that’sDEC’sown32-bitdesk-topentry—hasnotyetseenaMacin-tosh.Butheknowsenoughaboutitsspecstothinkthatitwillnotbeadirectcompetitor.Whatitmaydo,hesays,isopenuptheverylowendofDEC’smarketand“greatlyexpand”it.“Itwillbeinteresting,”hesays,“tolookbackontheMacintosh’sintro-ductionafewmonthsfromnowandseejusthowithaspositioneditself.”Afewyears,morelikely.Ha|ForwhentheOneGreatScorercomestowriteagainstyourname,Hemarks—notthatyouwonorlost—buthowyoudidintheratinggame.(paceGrantlandRiceTheUSFLmeetsthesophomorejinxByAllanDoddsFrankHISSHOULDBETHEYEARtheupstartU.S.FootballLeaguefallsflatonitsback.Afterall,whoisgoingtogetdrenchedforacableTVnetworkearneda3.5rating,about1%timesitsnormalaudience.BroadcastingUSFLgamesonSundayafternoons,ABC-TVaveragednear6—that’s6homesofevery100withsets,anaudienceshareofabout15secondyear,sittinginthespringraintoseegameswithscoreslike9-7?WhowillwatchonTV,especial-lywhenthedaysgrowlong-erandwarmerandthemindstillreelsfromend-JesshoursofNHLhockeyandNBAbasketball,plusmajorleaguebaseball,andharnessracingfromNewJersey,wrestlingfromLos‘angelesandsoccerdirectfromSpain?Toomuch,youwouldthink,forspring-summerfootballtosurvive?Maybenot.Forwhatcountsinthisgamearethenumbers.Notthescores,butTVaudienceyatings.Bythatreckoning,theUSFLhasagoodshot.CarryingUSFLgamesonsaturdayandMondayhomesofevery100setsturnedon.Thatwasn’tbad.Incomparabletimeslotstheseasonbeforewithoth-erprogramming,ABC’sratingswere6orless.Alltold,ABCmayhavemademorethan$15millionontheUSFLlastyear.*Ithadboughttherightscheap,$9millionforlastyear,andsoldnearly$34millionworthofad-vertisingtime.ABC’sadratesonUSFLgamesstartingFeb,26areup10%,$33,000per30-secondspotThenthere’stheGettyOillink.WhenTexacoswallowsGetty,themajorityownerofESPN,itisexpect-edtounloadESPN.ABCownsanoptiononESPNstock.ButifABCbuysESPNformaybe$200million,itwouldthenneedUSFLgamesevenmoretofillESPN’shours,makingbroadcastrightsmorevaluable.OnlytheDenverGold,drawingnearly40,000agame,mademoneylastyear.Severalofthelargerfran-chises,ChicagoandLosAngelesamongthem,eachlostnearly$4mil-lion.(Someownerswroteoffthoselossesagainstothersuc-cessfulventures.)Butnoneofthe12teamsintheleaguelastyeardiedoreventappedtheUSFL$18mil-lionemergencyfund.AnothermeasureoftheUSFL’sstrength,oritspromise,iswhat’shappen-ingtofranchisecosts.EachoriginalUSELfranchisewentfor$1.5million.Togetgoingthisseason,sixexpansionownerspaid$6.25millionapiece.NextseasonChetSimmons,leaguecommissionerandformerpresidentofNBCSports,planstoaddatleast“It’smorethanlikelythatABCmademoremoneyonUSELfootballthanonthevastlymorecostlyMondaynightNELgames,whoseratingsdroppedfrom217in1981to206in198210nightslastseason,ESPN’sFORBES,FEBRUARY13,198418.1lastseason.almmmts
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twofranchisesat$10millioneach.“Indianapoliswouldbeaperfectplaceforustobe,”hesays.NativesusedtocallitIndian-no-place,butonMadi-sonAvenueit’sthenation’s24th-largestTVmarket.Simmonsfiguresthat,withnewstarssigned,USFLcouldpulla7rat-ingonABCandperhapsa4onESPNthisseason.Ifso,it’sanearcinchthatABCwouldexerciseitsoptionstobroadcastthe1985(paying$14mil-lion)and1986($18million)seasons.ForallthepublicitygiventothehugesumspaidtotakestarsawayfromtheNFL—$1millionayeartoNebraska’sHeismanTrophywinnerMikeRozier,forexample—USFLsal-ariesarenotoutofhand.Theteamshavebuttwoorthreestarseach.Thesebiggiesaside,USFLownersprobablyspent$2millionorsoperteamonsalaries,anaverageofonly$42,000perman.ItisNFLplayersala-ries,saysitscommissioner,PeteRo-zelle,thatareescalatinggiddilytocompetewithmoneyofferedbyUSFLownerslikeDonaldTrump,EddieDe-BartoloSr.andA.AlfredTaubman,alllistedintheForbesFourHundred.ThefactthattheleaguemightmakeithascreatedadeepdifferenceamongUSFLowners—aboutTVmon-ey.Theargumentisfocusedonthe“HUT"levels,thenumberofHomesUsingTelevision,atvarioustimesoftheyear.HUTlevelsaretwiceashighinfall-winterasinspring-summer.Trump,theNewYorkCityrealestatemagnatewholastSeptemberboughttheUSFLNewJerseyGenerals,wantstochangethescheduleasearlyasnextyeartocompetedirectlywiththeNELinthefall,when,becausemoresetsareon,TVrevenuesarehigher.Hehasadeeperangle.CurrentNFLcontractswiththeTVnetworksex-pireafterthe1986season.Trumpthinksthatcablenetworksmightof-fertosplitpay-per-viewrevenuesElvisPresleydiedin1977,butthefolksrunninghisestatearen'tworried.TheyaregearinguptomarkethimlikeSnoopyandMickeyMouse.SellmetenderwiththeNFL.That,hesays,iswhenthethreemajornetworkswillwel-comeUSFLfootballasadirectalter-nativetotheNFL,andthefranchisehepaidabout$7millionforwouldbeworth$60millionto$100million.“1gofirstclass,”saysTrump.“Ifyou'regoingtogofirstclass,youneedthetelevisionrevenuegeneratedbythefallandwinter.Itisassimpleasthat.Thebiggestobstaclewe'llhavetomovingisourownsuccess.’”Buttheshrewdestplanswillfailiftheratingscollapsethisseason.“Thenext60dayswillbecrucial,”saysCommissionerSimmons.‘We'vegonebeyondbeingacuriosity.We'reprettymuchonourownthisyear.’””It’sallintheratings,then.IftheUSFLgetsthem,thesophomorejinxisprobablybroken.WhenABC'scon-tractwiththeUSFLcomesupafterthe1986season,saysakeyrival,“Ifit’sgotan8rating,Idon’tcareifit’shopscotch.We’reinterested.”ByLauraSaundersHENElvisPresleydied,in1977,therock‘n’rollkingleftanestatevaluedatonly$10million.That'snotmuchforthemostpopularsingerofhistime.Likemanyanentertainerbeforehim,andundoubtedlysince,Elviswasbetteratmakingmoneythankeepingit.Todaythecourtsareincharge,andforoncetheprobateprocessisactuallycreatingvalue.Elvis’executorshavehiredhigh-pricedmarketerstoexploithislegendandprofitpotential.ThekeyisElvis’incrediblefame:Studiesshowthatsevenyearsafterhisdeath,thesingerremainsbetterknownthanJohnnyCarson,JohnLennonandJell-O.“WeplantoreincarnateElvis,”saysJosephRascoff,theNewYorkaccoun-tantwhoismastermindingitall.“ByThepoolroomand‘jungleroom”atGraceland,Elvis’MemphismansionMorepullingpowerthanThomasJefferson'sMonticello.42FORBES,FEBRUARY13,1984THEMAGAZINEgiTHEPROJECTSEMENBEHINDTHEMNDONETREPRENEURSEVISIONSN’TSHAREDFORENMARCH1984$2.50ENJOBS‘(ORBROKEJACINTOSHYRESEARCHSFORSALEYINGUPTHEEQUITYINAMENTBUYOUTsamoizle
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IntroducingBusinessStrategySoftware:Personalpowerwithastrokeofgenius.Ittakesmorethanhardworktostayonthefasttrack.Ittakespersonalpower.Powertocommunicate.Negotiate.Manage.Powertobealeader.Personalpowerisn’tjustajobskill.It’sacareernecessity.Tactics,notnumbers.IntroducingHumanEdge™thefirstsoft-warefamilythatbuildsyourpersonalpower.Becauseithelpsyoumanagepeople,notjustwordsandnumbers.Guidedbyavastbankofresearchonpeoplemanagement,HumanEdgeasksperti-nentquestionsaboutyouandthoseyourbusinessdecisionswillinvolve.Itcan-actuallyevaluatethehumanfactorsthataffectyourdecisions.Andgiveyouthebesttacticstostackthosefactorsinyourfavor.Cansoftwaregetyouaraise?Itevenletsyoupracticewithsimulatedsituations,testingdifferenttacticsandcom-paringtheiroutcomes.Forthefirsttime,yourIBM®orApple®personalcomputerbecomes.an-expertconsultant,preparingyoutogetexactlywhatyouwant.Whetherit’saskingforaraise,negotiatingacontract,orboostingemployeeperformance.Youcan'tgetpersonalwithacassette.HumanEdgeisn’tjustthefloppydiskversionofaone-timeseminar,managementtextorcassette.It’sahighlycreativecareertoolyoutailortoyourownmanagementstyle,yourownreal-lifeproblems.Toguideyouthroughthebusinessjunglewithstep-by-stepstrategies.InplainEnglish.Inminutes.HumanEdgeBusinessStrategySoftware.Becausepersonalpoweristhewaytomakeyourmark.Call(800)624-5227,inCalifornia(800)824-7325,forthedealernearestyou.It’sthenextsteponthefasttrack.i]HUMANEDGEHumanEdgeSoftwareCorporation,2445FaberPlace,PaloAlto,CA94303TheCommunicationEdge!"Findstrengthsandweaknesse:improveperformance.TheLeadershipEdge"Improvepowersofgroupleadershipandmotivation,skillsTheManagementEdge?"Evaluateandimprovesupervisory||TheNegotiationEdge!Analyzecriticalfactors.Develop“howto”planTheSalesEdge!"Sharpentechniques,sensitivitytoprospects.CIRCLENO.65ONREADERSERVICECARD
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610203638414243449394959596MARCH1984THEMAGAZINEFORENTREPRENEURSGaelDEPARTMENTSLETTERSENTREPRENEWSKeepingupwiththesoaps;Mothers-to-bepumpiron;Alabel-makerhelpsRealtors;WholesalegoldenoldiesMAKINGITHAPPENBargainsbuoythisseafoodbusiness;Directmailgetspersonal;AtouchofNantucketcomestoNewJerseyPUTTINGIDEASNTS.ACTIONeringlongdistanceedibles;ewmicrosworkingYOUSHOULDKNOWJuniorstock'snewdrawback;RandCapital'smajormoveYOURBUSINESSInsuranceagainstinterruptionsPlanningofficespaceWhattotelljobcandidatesFreecomputersoftwareYOURSELFTwowaystobuycommoditiesfuturesPreventingcoloncancerAdoptingachildTennijonsWinevaluesaboundFEATURESPerec)VISIONARYENTREPRENEURSAgainstallodds,entrepreneursaretryinghardtoimplementtheirgranddesignsByJoeFlowerABOARDSCUTTLESONEVISIONJosephChecota’sdreamsofgrowthforhiscompanyturnedintoanightmareByPhilAdamsak54DIVVYINGBUYOUTEQUITYInleveragedbuyouts,themoreessentialthemanager,themoreequityhecanhopetoreceiveByNonaAguilar60STEVEJOBS’MEGA-RISKAppleComputerisriskingitallwithMacintoshtoavoidbecominga“vanilla”corporationBySabinRussell66THEPROMISEOFMEDICALNMRAnewindustrytogivedoctorsaclearerviewinsidethehumanbodyawaitsgovernmentapprovalBamareEdelson|RESEARCHFORSALEPressedforfunds,universitiesarestartingseriouslytosellresearchtoentrepreneursByG.ThomasGibson74|JOHNBUNTINGINATLANTICCITYIstheformerPhiladelphiabanker'saggressivestylebettersuitedtoAtlanticCity?ByKitKonolige2VENTUREMARCH1984
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TheWangPC.TheRariwarcthatbringsoutthebestinsoftware.TheWangProfessionalComputerrunshundredsofthemostcommonbusiness~,applications.Andalmostallofthemostpopularsoftwareprograms—includingVisiOn,”Lotus1-2-3°TK'Solver,”Multiplan”andPeachtree.”AndbecausetheWangProfessionalComputerismorepowerfulthanmostotherpersonalcomputers—includingtheIBMPC-itrunsalloftheseprogramsbetter.Applicationsaremoreresponsive,,Screensarefaster.Thegraphicsaresharper.Infact,manysoftwarecompanieshavetoldustheyprefertoseetheirsoftwaredemonstratedontheWangProfessionalComputer.Whichisonlynatural.Everybodykestolooktheirbest.ForademonstrationoftheWangProfessionalComputer,call1-800-225-9264.OrwritetWangLaboratories,Inc.,BusinessExecutiveCenter,OneIndustrialAvenue,Lowell,MA01851.VisiOnisatrademarkofVisiCorp.Lotus1-2-3.isaregisteredtrademarkofLotusDevelop‘mentCorp,TkiSolverisatrademarkofSoltwareArtsInc.MultiplanisatrademarkofMicrosoftCorp.PeachtreeisatrademarkofPeachtreeSoftwareIncWANGTheOfficeAutomationComputerPeople.©1984WangLaboratories,incTHECOLUMBIAIBM-PCCOMPATIBLES.THEYREWARDTWOBUSINESSVIRTUES:FORESIGHTANDCUNNING.Trustyourinstincts.WhileothersrushedouttobuyanIBM2PC,youwaitedandwatched.Youknewpriceswouldcomedownandsoftwarewouldgetbetter.‘Nowwehavearewardforyourpatience:theColumbiafamilyofIBM-PCcompatiblecomputers.It'sachoiceofsystemsandsoftwarenooneelsecanmatch.TheColumbialineincludestheVPPortablewhichletsyouworkanyplace,anytime.There'salsotheMPC,ourdesktopmodel,availableindualfloppydiskorOMBharddiskdrive.CompatiblewitheachotherandtheIBM-PC,aswell.ForesightledyoutoourIBM-PCcompatibility.WestartyouwithmoreoperatingsystemsthanIBM,evenmorethanotherIBM-PCcompatibles(MS-DOS"andCP/M#86).Whichmeansyouhaveimmediateaccesstoallthelatestbusinessandfinancialsoftware.TrademarksTHM—fntrationalBusinessMachinesCrap:MSDOSMicra,IncCPST88DgResearchHceetSassutwate—)etFreesoftwarethat'sasteal.‘ThousandsofdollarsworthoffreesoftwarecomewitheveryColumbiacomputer.ColumbiaTutorgivesyouafast,comfortablestart.PerfectSoftware”coversyourwordprocessing,spreadsheeting,andfiling™FastGraphs’turnsfactsandfiguresintographsandcharts.Andasynchronouscommunicationsletsyoushareinformationwithothercomputers.Foryoursenseofself,wegiveyouHomeAccountantPlus?games,andtwoprogramminglanguagessoyou'llfeellikeanelevenyearoldgenius.Responsiveservice.Aboveandbeyond.175localBell&HowellservicecentersstandreadytomaintainyourColumbiacomputeratamoment'snotiPricesstartat$2995.Thephonecallisfree.Now,whileyou'refeelingshrewd,calltollfreefortheColumbiadealernearestyou.Then,seeforyourselfhowtheColumbiaCompatiblescanrewardyourbusinessvirtues800-638-7866COLUMBIADATAPRODUCTS,INC.ColumbiaDataProducts,Inc.9150RumseyRoad,Columbia,MD2(301)00,TWX710-862-1891.ostetSanscreheaneplrmcativeSlewareomeAconntarPlusCostnclSltwarseignCIRCLENO.21ONREADERSERVICECARO
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SteveJobsleadsastrategysessionwithpartoftheMacintoshdevelopmentteam.Outsidethedivisionheadquarters’conferenceroomare6-ft.-tallspeakers,videogames,andping-pongtable66VENTUREMARCH1984SteveJobs’BYSABINRUSSELLAppleisriskingitallwithMacintoshtoavoidbecominga“vanilla”corporation1,thecentralloungeofAppleComputer'sMacin-toshdivisionheadquarters,arecordingofQueenIdaandherZydecoBandboomsfromapairof6-ft.tallspeakers.Thedoorofanadjacentconferenceroomcracksopen,andoutleansalank:cladina‘T-shirt,jeans,andrunning.StevenJobs,co-founderandboardchairmanofthebillion-dollarpersonalcomputercompany,andheyellstotheknotofyoungengineersbythestereodialstoturnthethingdown.Heandtheexecutivestaffwanttogetonwiththeirmeeting.TheconferenceroomwasclosedtothereporterwhosatwatchingthislittlesliceofApplelife,butthesubjectofthatmeetingwasobvious—thesewerethefinalpreparationsforthesplashyintroductionoftheMacintosh,StevenJobs’petcomputerprojectthatmaybeApple'slastbesthopetowininthemarketplaceitcreatedascantsevenyearsago.Inoneboldstroke.Apple'sfounderwantstoshowthattheentrepreneurialspunkthatcharacter-izedthecompanyatitsinceptionhasnotdimmed.Ifanything,successhasmadeApplemorebrazen.“AppleisbettingthecompanyasitisonMac,”explainsMikeMarkkula,Apple’sformerpresidentandnowvice-chairman.“IfMacfails,Applewon’tgobroke,butwe'llnolongerhavetheopportunitytobeatIBMinitsmarketplace.Ithinkwehavethatopportunitynow.We'reneckandneck.IfMacisjul,we'llprobablyhavetosettleforthenumbertwospot,andthatwouldn'tbemuchfun.”Sofar,Apple’sget-toughblusterhasn'tdonemuchmorethanhighlightthedifferencesbetweenitanditsprincipalcompetitor:$40billion18mCorp.Onlyinthecomingmonths—atimethatJobs(pro-nouncedasinemploymentandnottheprophet)andcompanyPresidentJohnSculleyseeas“atougherperiodaheadthanatanytimeinthecompany’slife"—willAppleshowwhetherithasthepowerand‘iplinetoturnitsboldplanintoaction.Apple'sstrategywiththeMac,ofcourse,ignoresthestandardssetbyib,andtherebyfloutstherestofthepersonalcomputerindustry,whichisrapidlymovingtowardIBM-compatibility.Acoveyofcom-petitors—includingTexasInstruments,Hewlett-Packard,andTandy—haverolledoutmachinesthatrunsoftwareoriginallywrittenfor1nM’soperatingsystem,whichhandlesthecomputer'shousekeep-ingfunctions.Apple’sMacintoshfollowsnostan-dardbutitsown.“Wearegoingtobethesecondstandard,”pre-dictsJobs-“ForAppletowin,1bdoesn’thavetoJose.Themarketplacewillnotputupwithonlyonestandardandonesupplier..;‘Therisksofremainingamaverickinamaturingsonalcomputerindustrycan’tbeunderesti-“Theyarebettingthewholecompanyontheac,”saysMichaelMurphy,investmentanalystSanFrancisco-basedVentureCapitalManage-nt.“IfMacisaflop,Appledoesn'tstandachance.Itwilljustdisappear.Youcan’tgetmore.trepreneurialthanthat.”entsJobsandotherAppleexecutives,theissueofHowingIBM'Sstandardismuchmorethanaran-foretechnicaldecision.AtstakeisnotonlyApple'sdom‘ofthecomputermarket,butalsotheyoung"imageasanalternativetothestructured,mSacracythatIBMrepresents.Applehasgener-bureserceloyaltyamongitsemployeesbecauseit5toaprincipleofbeingdifferent.learoundherelikechange,expectchange,echange,”offersMarkkula.“Peoplewhoaneesamethingeverydaydon’tlikethisenviron-liketheshangeisthemainthingthatkeepspeopleme?yhoareindependentlywealthy.Idon’tknowereper’mated.adhere“peopldjnitiatMega-Riskhowmanymillionairesshowupintheparkinglotat7a.m.andstay'til6.”Appleisananomalywithinthenew-venturecul-tureofSiliconValleyinthatremarkablyfewfolkshavelefttostartupcompetingbusinesses.OtherhighlyentrepreneurialplaceslikeIntelCorp.andHewlett-PackardCo.haveaccustomedthemselvestomassdepartures.Itsimplyhasn'thappenedatApple.NevertheltherehasbeenasteadytrickleofseniormanagersfromApple'sranks—sixofthe15officerslistedinthefirm’s1982annualreporthavelefttheirpositionsinthepast18months.ThingshavechangedsinceitssaladdaysbeforeIBMenteredthemarketinAugust,1981,atimewhenApplewasseenasakindofplaygroundforambitiousandidealisticcomputerwizards.TherearerumblingsamongsomeApplestaffersthatthecompanyisbecomingregimentedandislosingitsentrepreneurialsoul.WhileJobssteersthecompany’slong-termstra-tegiccourse,day-to-dayoperationsareoverseenbyJohnSculley,broughtinaspresidentandfromPepsi-ColaCo.,Purchase,N.Y.,wherehewaspresidentandCEO.Theappointmentofapro-fessionalmanagerfromthebutton-downEasternestablishmenthassignaledaneweraatAppletosome,andinmanywaysAppleisadifferentcom-pany.“Allofasudden,we'vehadtogrowup,”JoeShelton,productmarketingmanagerforMacintoshsoftware.“It’sbeenveryhealthyforthecompany.”HisthoughtswereechoedbyDavidLarson,mar-ketingmanagerforthePersonalComputerSys-temsdivision,whoseAppleIlewillbeinthefrontlinesofbattlewithPCjr,1sm’sentryinthehomecomputermarket.“Theenvironmenthereismorestructurednow,”hesays,“soyoucanmovequicker.”TheoneelementthathaspermeatedAp-ple’slifesinceismbecameafactor,headds,is“asenseofurgency.”ButAppleunderJobsandSculleyistryinghardtomaintainanentrepreneurialnatureeveninthefaceofitsstaggeringgrowth.Thecompanyhascomealongince1977,whenJobsandStephenWoz-niakwerebrightyounghobbywhowantedtoselltootherenthusiastsasmallcomputerthey'dbuiltintheirhomes.ThestoryofhowtheyandMikeMarkkula,aseasonedexecutiveofSiliconValley’ssemiconductorindustry,builtacompanythatfinishedfiscal1983withprofitsof$76.7milliononsalesof$983millionhasbecomeagenuineAmericanlegend.Markkula,nowretiredat41,hasassumedtheroleofelderstatesmanandisaconsultanttothecompanywithofficesonthegroundfloorofitsnewxCo-founderJobssteersApple’sstrategiccourse,andpersonallyrantheMacintoshproject.“We'reartists,notengineers”MARCH1984VENTURE¢367
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|Sedan,ut$24,000¥tothe5-literV-8500SECCoupe,at$57,000*Lefttorigfor1984,fiveofthemorepotentgasoline-poweredautomobilessoldinAmericaaresoldbyMercedes-Benz.CHANGINGCONDITIONSneverseemtocatchtheengineersofMercedes-Benznapping.Dieselcars,yearsinadvanceoftheefficiencystampede.‘Turbodieselsthatanticipatedademandforefficiencyplusperformance.AnditshouldnowcomeasnoshockthatMercedes-Benzgreetsthecurrentperfor-mancerenaissancewitharangeoffivemusculargasolineperfor-mancecars.Infact,gasoline-poweredmodelsnowrepresenthalftheMercedes-Benzline.Fourofthem—the190E2.3Sedan,the380SESedan,theSOOSELSedanandthe500SECCoupe—arenewtoAmericafor1984.Theyhelpformthemostvividgroupofperformanceauto-mobilesMercedes-Benzhaseverbuiltforsale.ThemostspiritedMercedes-Benzisunquestionablythestunningnew190E2.3Sedan“—perhapsthebestintheworldinitssizeclass;inRoad&Tracksopinion.Andperhapstheequal,inpuredrivingexhilaration,ofanysportssedannowsold.BOLDPERFORMANCE,MUTEDNOISEThe190Ecombinesitstrim2,655Ibs.andafour-cylinder,2.3-literfuel-injectedenginetoreachtesttrackmaximumsof115-mph-plus.YetitissofinelyengineeredthatvibrationandnoiseareasmutedasinlargerMercedes-Benzsedans.Itsperformancecharacterisunderscoredbythefive-speedmanualgearboxthatcanbeor-deredasanalternativetothefour-speedautomatic.“Transmissiondesignersfromaroundtheworld?Road&Tracksuggests,“shouldtakeasabbaticaltospendtimeatStuttgartlearn-ingtheMercedeswayofbuildinggearboxes”AV8LIKENOOTHERThenew380SESedanexploitsthetechnologyoftheeightiestoshineasoneofthemostcon-fidentlyresponsivepassengercarsoftheeighties.|,Turbine-smoothandjackrab-bit-quick,its3.8-literV8engineevolvesfromanewdesigngener-ationmeanttodeftlybalancepowerandefficiency.NotethatitsblockisevenmadeofadifferentsubstancethanmostV8—castnotinironbutinanexoticalloyofalumi-hum,magnesiumandsiliconthatradicallycutsweight.Thepistonsinthisenginemovenotagainstmetalcylinderwallsbutagainstasurfaceofslippery,smooth,seeminglyindestructiblesiliconcrystals,The380SEStorque-converterfour-speedautomaticgearboxissowellintegratedwiththispowerplantthatitseemstofunctionalmostaspartoftheengine.Tothebenefitofsatisfyingperfor-mancemotoring,Whatthat3.8-literenginedoesforthe380SEitdoesforthe380SLRoadster,thetwo-seaterdescendantofMercedes-Benz’immortalSLsportscarseries,carriedoverintactfor1984.*Approximatesuggestedadvertiseddeliveredpriceatportofentry©1984MercedesBenzofN.A,,Ine,Montvale,NJMercedes-Benzlaunchestwonewflagshipmodelsfor1984—theSOOSELSedanandthe500SECCoupe.Theytopoffthegasolineperformancelineinformidablefashion.TheS5OOSEL,featuredbelow,isafive-passengersedanofnearlimousinestatus.The500SECisitssybariticfour-passengertour-ingcoupecounterpart.EachispropelledbyanOlym-pianperformerofanengine:thefive-liter,light-alloyMercedes-BenzV8,newtoAmericafor1984butalreadysomewhatofalegendonthehighwaysofEurope.Somassiveareitspowerreservesthat,thoughnotaprac-ticerecommendedfornormaldriving,itcouldquietlycruiseat55mphinsecondgear.At55mphintopgearitisturningatalazyandbarelyaudible1,886rpm.Accelerationfromzeroto55mphisjet-smooth.Accel-erationfromalmostanypointinthespeedrange,inanygear,isvivid.HIGH-PERFORMANCEENGINEERINGTheautomobilespoweredbytheseenginesarepainstakinglyengineeredtohighperformancelevels,fromsuspensionstosteer-ingtobrakes.AndtothesternsafetystandardsimposedbyMercedes-Benzoneverycaritbuilds.Thesefivegasoline-poweredMercedes-Benzmodelsfor1984aremeanwhilecomplementedbyfiveofthemostadvanceddiesel-poweredautomobilesyoucanbuy—eachanoutstandingperformerinitsownright.Mak-ingforthemostvaried,themostexciting,themosttimelylineupofmodelsMercedes-BenzhaseversoldinAmerica.AEngineeredlikenoothercarintheworld
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APPLECupertino,Calif.,headquarters.AndWozniak,33,backfromastintasarockmusicimpresario,isonceagainworking,employedasafront-lineengineerdesigningwhatissaidtobealap-topversionoftheAppleIL.ThedilemmaforJobs&Co.isfairlystraightfor-ward.“irttogrowinsalestosev-eralbillions,”“theystarttoturnintovanillacorporations.”HepointstoPolaroidandXe-ounghighfliersofthe1960sthatchangedincharacterastheygrewinsize.“Lookatthosetwocompaniesnow,”hesaysdisdainfully.ThesuccesswithwhichApplemaintainsitscharacterasitgrows“jstheonethingJohnSculleyand|aregoingtobemeasuredbyinthisdecade,”Jobsasserts.Jobscanwaxfairlypoeticonthissubject:“Thewaywewillnotbecomeavanillacorporationistoputtogethersmallteamsofgreatpeople,andsetthemofftobuildtheirdreams....Weareartists,notengineers.”TheApplechairman'sphilosophicalbentisre-flectedinthesurroundingsoftheplacewhereheworks—theMacintoshdivisionheadquarters.TheMacintoshcomputeritselfisthefruitoffouryearsoflaborinasmall,100-memberdivisionthathasbeensetofffromApplelikeanislandwithJobshimselfitschieftain.“Eighteen-hourdaysarecom-monplacehere,”hesays.IftheMacintoshbuilding—withitsping-pongta-ble,videogames,andbigstereosysteminthelobby—isasalutetotheoldAppleofthegarage-shopdays,thenew$20millionMacintoshassemblyplantinnearbyFremont,Calif.,isastrikingimageofthekindofcompanyAppleplanstobe.JobshassupervisedmuchofthedesignoftheFremontplant.Hisdecreeshavecovereddetailsdowntothecolorschemeofandtrackandconveyorbelts.Theplantisarainbowofyellowsandredsandblues.Everywhere,therearesplashesofblue,thecolorusedtopaintallequip-mentpurchasedfromJapan.“TheAppleIIwasdesignedinagaragetobebuiltinagarage,”saysJobs.“Wethoughtifwewerebuilding50amonthweweredoingwell.Macintoshwasdesignedfromscratchtobemanufacturedinthemillions.”“Theoretically,thiscouldbeanoperatorlessfac-tory,”saysGeorgeIrwin,senioemsengineerandplantdesigner,onatourofthecavernous,120,000-sq.-fi.plant.Snuggledclosetothe30-ft.ceilingsaretwoandahalfmilesofwindingstoragetrfromwhichhangtrolleysofMacintoshpartsawaitingliftsthatconveythemdowntotheassem-blyline.Ontheshopfloor,metalracksofprintedcircuitboardsareferriedsilentlyaboardsquareyel-lowplatformsthatrovedriverlessfrompointto70VENTUREMARCH1984PictureGroupApple’s$20miautomatedplantinFremont,Calif.,canbuildaMacintoshfrom328partsin26minutes.Anautomaticscrewdriver(atbottom)assemblesthecomputer’ssides,anda24-hourburn-inrack(attop)givesmachinesaheatstresstestpoint,followingthesignalofaburiedcable.Theboardsthemselvesarebuiltofcomponentsdrawnfromamassivebankof8,000cubbyholesservicedbyaskinnyelectriccranethatshuttlespurposefullybetweenwallsofshelves.AMacintoshcanbeas-sembledherefrom328partsin26minutes.Theplantisdesignedtorolloutanewcomputerevery27seconds.Itcangenerate$187,000anhourinrevenueforApple,andthecompanyhopestopayitoffinsixmonthsofoperation.AlthougheverypartoftheMacintoshplantisdesignedtoadapttotheinstallationofrobots,eachshiftwillemploy86full-timeworkers.ThesameJob,saysplantdesignerIrwin,whodesignedtwoautomatedplantsforTexasInstrumentsbeforetak-ingontheMacintoshassignment,wouldtake300to350workersinaconventionalplant.ThemagicofApple’sFremontplantliesnotsomuchinrobotassembly—therereallyaren’tmanyrobotsthere—butinitsautomationofinventoryflow.“Thisidynamicenvironment,”Irwinsays.“Thematerialisalwaysmoving.”TherearerisksinvolvedinstakingsomuchofApple’sfutureonanuntriedfactoryline.AproblematacomponentsuppliercouldshuttheplantdowninJessthanaweek.Applehasalreadyencounteredoneseriousbottleneck—ithasdecidedtoscraptheplant's$1.2millionfinaltestlinebecauseitdoesnotallowthethroughputneededtoproduceaplanned40,000Macintosh’spermonth.Thecompanyex-pectstoinstallamorefunctionalsystemearlythissummer.BUTAPPLE'SEARNINGSHAVESTALLEDDespitethehooplaoverMacintosh,allisnotwellatAppleComputer.16MhascutdeeplyintoApple'scustomerbase,lastyeardisplacingAppleasthenumberonesupplierofpersonalcomputersintheoffice.AccordingtoSanJosemarketresearchfirmDataquest,IBM’sPCaccountedfor35.5percentofpersonalcomputerssoldlastyearinaretailmarketitpeggedat$4.72billion.Apple’sshareofthatmar-ketwas24.5percent,downfrom27percentin1982.Lastyearthecompanyfinallyironedoutthebugsinitstrouble-plaguedAppleIIIdesktopcom-uter,butsalesofthemodelwereflat,evenafterathird-quarterpricecut.Adeeperdisappointmentwasthelacklustersalesperformanceofits$10,000Lisacomputer,whichwasintroducedinJanuary,1983,withthesamekindoffervorandhighhopesthataccompaniedthisyear’sunveilingoftheMacin-toshjustoneyearlater..ApplehadtargetedLisaexclusivelyatthecorpo-te‘desktopsofFortune1,000companies,butbigiinesswasnotbuying.Applewasnewtothatbusretplace,andtheinexperienceshowed.Theraeeticworldin1983showedaclearpreferencefeTM,totheextentthatmarketwatcherslikeforireComputing,Richardson,Tex.,werecon-Futthat“compatibilitywiththewowrchasbe-a‘anunofficialstandardforFortune1,000comefirdificultiesof1983havebeguntodisruptthesany’Sbottomline,whereearningslastyearcomperalledat$24millionoverthefirstthreequar-were“ddroppedto$5.1millioninthefourthquar-tersan73%overincomeinthesameyear-earlierteksvd.Itwasthelowestquarterlyearningsfigureperiow:1,since1980.Firstquarter1984earningsforBor8millionfortheperiodendedDec.31.fficialsdonotexpectanyimprovementuntilcondhalfoffiscal1984.Bythattime,AppleissJedtobeinhigh-volumeproductionoftheschedulsh,whoseadvertisingandpromotionfacintost3%aloneisplannedtoreach$50million,pudgetIgestedretailpriceof$2,500,theMacin-Ata*icedtocompetewiththepc,whichsellsinmodelwithascreenfor$3,300,althoughhineshavelittleincommon.wereApple©epispr!atedardatwomacthe“Thewaywewillnotbecomevanillaistosetoffsmallteamsofgreatpeopletobuildtheirdreams”RE)InsidetheMacintoshfacilityinFremont,oneassembly-lineworkeradjuststhescreen’sfocus(I.),whileanotherpackstheMacforshipmentMacintosh,whichisbasedonthetechnologyAp-plefirstbroughttomarketayearearlierwiththeLisa,offersatone-quarterthepriceoftheoriginalLisaacomputerthatcanperformsimilarfeatsattwicethespeed.MacusestheLisamousetocon-trolscreenmovement,andthescreenitselfisain.versionoftheextremelyhighresolution12-in.screenofLisa.WiththeMac,Applehasabandonedtheubiquitous5'-in.floppydiskemployedbynearlyallmicrocomputers,includingLisa,infavoroftheemerging31/-in.“microfloppy.”“TbelieveApplehasmadeatechnologicalbreak-throughthatisdemonstrabletothecustomer,saysFredGibbons,presidentofSoftwarePublish-ingCorp.,aMountainView,Calif.,softwaredevel-oper.“PutaMacintoshrightnexttoaPcandyoucanquicklyseethedifference.”Gibbons’firmisoneof100independentcompa-niescurrentlywritingMacintoshsoftwareunderanApple-initiatedprogramtoplanttheseedsofannewindustrythatwillsupportMacintosh.“Ninetyper-centofthesoftwareforMacwillcomefromoutsidedevelopers,”saysMikeMurray,the28-year-oldmarketingmanagerforMacintosh,“caltooursucce:‘ThatkindofsoftwaresupportwasmissingfromLisa,whichlastyearwasisolatedfromtherestofApple'sproductlinenotonlyintermsofpricebutalsobyitslackofanindependentsoftwarebase.Lisaremainsahigherperformancecomputerthanitsyoungsibling,butthemachinehasverymuchbeenmadeoverintheimageofMacintosh.ApplehasslashedLisa'sprice,doubleditsandintroducedtwonewlower-costversions.AppleisnowgivingLisathesamesinglemicrofloppysobothmachinescanrunthesamesoftware.WhenLisawasintroducedoneyearago,the$10,000priceincludedboththeoriginalmachineandasinglepackageofcomplexsoftware.LackofmarketinterestpromptedApplelastfalltoseparatethesoftwarepackageandofferthebasicmachineMARCH1984VENTURE71
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for$7,000.InJanuary,thefirmunveiledthere-vampedLisalineasthreenewmodelswithpricesof$3,500to$5,500.AppleispromotingtheMacin-toshandLisalinestogetherastheApple32Super-MicroSystem,andexpectstheproductfamilytobeitsflagshiplinethroughoutthe1980s.TheMacintoshstrategyisfraughtwithrisk.Ironically,aconsumerrushtoMacintoshcouldhurtAppleifbuyersholdoffpurchasesoftheAppleIItowaitforaMacintosh.TheAppleIIisthecompany'scashcowandaccountsformostofthecompany’srevenues,butitisincompatiblewithMacintosh,whichisbeingclearlyidentifiedwithApple’sfuture.EvenmoreuncertainisthefateoftheAppleIII,afour-year-oldupgradeoftheAppleII,whichistar-getedatthesamesmall-businessmarketstakedoutforMacintosh.AppleisbeingcoyaboutthefutureofitsworkhorseAppleIIfamily,onlyhintingthatgreatthingsareinstoreforit.“WeintendtodoasmuchwiththeAppleIIfamilyin1984aswedoforMacintosh,”Sculleysays.SalesoftheAppleIleweresoftin1983untilOctober,whenIBMunwrappeditsPCjrandsaiditwouldnotbesolduntilafterChristmas.AppleIlesalessuddenlytookoff,andthecompanyshipped100,000unitsinDecember,accordingtoJobs.Thephenomenonsentamixedsignal:WerecustomersdisappointedwithwhattheysawinPCjr,orweretheymerelyleftwithnochoicebutAppleforacom-puterintimeforChristmas?ThesalesfiguresunderscorehowmuchApple'sfateisbecomingintertwinedwithism,acompanythatisdepictedbyAppleofficialsasitscorporateantithesis.AsApplebeginslifeasabillion-dollar-a-yearcompany,canitavoidbecomingjustliketherivalitistryingtobest?“Applecannottakethenextstepandbecomelike13M,”saysMikeMarkkula,Apple'sresidentwiseman.“Thereare5,000peo-plewhojustwouldn’tletthathappen.Thefunda-mentalthingsthatmakeupthiscompany’scharac-terhaven'tchangedabit.”Vv]72VENTUREMARCH1984APPLE’SSTRATEGYTOBEATTHEJAPANESEOfthepaletteofcolorsthatenlivenApple’sMacintoshplantinFremont,California,thecolorbluedominatesmuchoftheshopfloor—andforacuriousreason.ApplechairmanStevenJobsonedaydeclaredthatallmachineryboughtfromJapanbepaintedblue.PlantdesignerGeorgeIrwinattributesthecolorschemetoca-price,butitisvisibleevidenceofanissuethathasbecomecentralinApple’sstrategicthinking.Bluehappenstobethecorporatecolorofism,butAppleoffi-cialsclaimitisnot18MbutJapanthatkeepsthemawakeatnight.“Wethinkwehaveapproximatelythreetofouryearstobecomeoneoftheworld’slowest-cost,highest-qualitymanufacturersorsufferthefateofthoseAmericancompanieswhohavesuccumbedtocompetitivepressurefromJapaneserivals,”Saysthecompa-ny’sannualreport.Apple’sanswertoJapanisathree-prongedstrategy:useAmericansoftware,buyJapanesecomponents,andcopyJapa-nesemanufacturingtechniques.“Wearebuildingasmuchsoft-wareintoourproductsaswecan,becausewecandoitclearlybetterthantheJapanese,”saysApplepresidentJohnSculley.MuchofthesoftwarethatgivesMacintoshitspersonalityisem-beddedpermanentlyinapairofsiliconchipscalledReadOnlyMemories(RoMs)insidethemachine.romscanbecopied,butit’sexpensiveandlikelytodrawalawsuit.}iTheMacintoshesassembledinCaliforniaarebuiltofpartsdrawnfromallovertheworld,manyofthemmadeinJapan.UnderSculley,Applehasbeguntorelymoreonoutsidesuppliersofitscomponents.Thecompanyiswinding-downproductionofitsowndiskdrives,andtheoneinsideMacintoshismadebySony.Apple’sFremontplantisequippedwithagreatdealofJapanesemachinery,andtheoperationdependsontwotechniquesusedheavilyinJapan:sourceinspectionandjust-in-timedelivery.ThecompanyhaspostedatallitskeycomponentsuppliersanAppleemployeewhoinspectspartsfordefectsbeforetheyareshippedtoFremont.AttheAppleplant,nomorethanfivedaysofsuppliesforanyonecomponentarekeptatthesite,reducinginventorycostsandthepossibilityofdamageinstorage.:inJustFiveYearsbyJerryEdgertonMeetsevenpeoplewhohavemadeakillingbytakingboldbutintelligentrisks...page54FINANCINGCOLLEGE64YourBestWaystoPayforCollegebyJohnStickneyWhateveryourfamily’snetworth,youshouldconsiderarangeoffinancialelectivesbeforetheaspiringfreshmandecidesontherightschool.67WheretheAidIsbyJohnStickneyIfyou'vethoughttwiceaboutthatexpensiveprivatecollege,thinkagain.Itcouldbeyourmostsumptuoussourceofhelp.Box,page75:AsamplerofaidpackagesBox,page77:Scoutingouthome-townscholarships79waitnot,WantNotbyBonnieSiverd"‘AprospectiveB.A.orB.S.won'tplunderthefamilyfortuneifyoustartsavingNOW.$7TenTopCollegesatBergainPricesbyJohnStickneyeseschoolsstillmanagetoceptheiracademicstandardsup.dtheirtotalcostsdown.Theyaoffergeneroushelptoneedystudents:64Payingforcollege186Today'strulyrichDrawingaBeadon10UnderpricedStocksbyJordanE.GoodmanBigearningsgainsmaybeinsightfortheselittle-noticedfirms.YourApple?byGusHedbergSwift,strongandloadedwithendearinggewgaws,itcouldbethemachinethatyou'vebeenwaitingfor.L12severThisYear'sBestTax-DeductibleAdventuresbyPatriciaA.DreyfusIfyou'rewillingtoworkduringyourvacation,youcancutyourcostsinhalf.121CopingwiththeNewMazeofMedicalCostsbyLaniLucianoMoney-savingsolutionsincludeoutpatientclinicsandcareinyourhome.PickingtheRightFinancialPlannerbyPatriciaO'TooleIttakesafieldguidetotelltheeaglesfromtheturkeys.14Dinvcciens:ShoppingforValueintheNukedUtilitiesbyGretchenMorgensonTheremayberewardsforintrepidyieldseekers.AnUnchartedCoursebySuzanneSeixasPlungingintotaxshelterscouldjeopardizeanurse’ssavings.153incrTheSecuritiesforChangingSeasonsbyAllanSloanConvertiblesarepartstock,partbondandmostlyhedge.159TheGreatPackageDeliveryRacebyGusHedberg‘Wesortoutthebestdeals.StartingYourOwnNewsletterbyBerkeleyRiceThecostislowbutthepayoffcanbelarge.181.....»HowMuchDebtCanYouJuggle?byFirthCalhounAsimpletestwilltellyou.186weanWhatItTakestoBe(Truly)RichTodaybyFirthCalhounOnly$1million—ifyouknowhowtostretchitwithstyleDepartments4Editor'sNotes7MoneyLetter:WallStreet12CurrentAccounts16MoneyHelps24TopDeals35ModelPortfolio42SavingsRoundup47FundWatch198MoneyProfile200MoneyLetter:WashingtonCoverphotographbyLarryDaleGordon‘Money(ISSN0149-4953)ipubluhedmonthly,$2595peryoor,byTimeIne,3435WiiBlvd,LosAngeles,Calif90010,PrincipalOffice:Rockefel:lerCenter,NowYork,NY.10020RichardMurvo,President;E.ThayerBigelow,Treaster;CazesB.Boar,Secretory.Second-casspostagepoidatLoAngeles,Clif.ondedkitionalmingoffices.POST.MASTERSendadckesschangestoMonay,RO.Box2518,Boulder,Colo.80322.©1984Timeine.AllTightsreserved.Reproductioninwholeorinportwithoutpermissionisprobibited.MonoyisoregiteredmarkofTimeIn.
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StickneyandCoyleonFordhamUniversity’scampusWhenwriterJohnStickneysetoutinJanuarytolookintounusualscholarshipsavail-abletocollegestudents,heexpectedtofindsomecheeringbutbriefnewsaboutfi-nancingcollege.Thatstoryappearsonpage67ofthisissue—alongwiththreeotherarticlesinwhatgrewintothismonth’sspecialreport.“Toofewpeople,itseems,un-derstandhowtoaffordcollege,”saysStickney,whosefour-yearbillatWilliamsCol-lege(’68)totaledlessthanasingleyeartheretoday.SenioreditorJosephCoyle,whosupervisedthespecialreport,similarlynotesthatayear’stuitionatFordhamUniver-sitywasonly$700whenhegraduatedin1957;todayitis$5,500.Despitesuchdaunt-ingcosts,however,collegeisbynomeansoutofreachformiddle-incomefamilies.Toguidethemthroughthethicketsoffinancialaid,CoyleandStickneyconsultededucatorsacrossthecountry.Coyleisputtingsomelessonstoworkathome.HissonAlexander,13,isbuildingacollegefundbydeliveringnewspapersat10¢eachtohisManhattanneighbors.“He’ssavedabout$500sofar,withinterest,”notesCoyle.“Hehasfouryearstogetuptheother$60,000orso.”AlexanderCoyleisgettingaheadstartonpayingthebillsalreadymetbymanyMoneystaffers,ofteninunusualways.ReporterMichaelMartinwashelpedthroughHarvard(’78)byloans,scholarshipsandasophomore-yearjobasanightcounselorinaprisonhalfwayhouse.AtBerkeley,writerRobertRunde(’67)alsoworkedthegrave-yardshift,literallyinhiscase,asthenightwatchmanatamortuary.ReporterLeslieLaurencegotthroughFloridaStateUniversity('76)withseveralloansandathree-hour-a-weekjobasanudemodelforalifedrawingclass.“Mymotherwasn’texactlythrilled,”Laurenceremembers.“ButIremindedherthatitwasallforart.|feltterriblybohemian.”PerhapsthemostremarkableexperiencewasthatofwriterMarlysHarris.HarriswenttoBrandeisUniversity(°67)withafull-farescholarshipshewastoldcamefromtheBrandeisClubinherhometownofMinneapolis.“Justbeforesenioryear,”recallsHarris,“IlearnedfromBrandeis’financialaidofficerthattherewasnoBran-deisClubofferingscholarshipsinMinneapolisandthatmyeducationcamefroman‘anonymousdonor.’Who?Iassumeitwassomebody,perhapsaparent,whommyschoolheadmistressknewandhadtappedformoney.”Forthenextyearorsoourmanagingeditor,MarshallLoeb,istakingontheaddi-tionaljobofeditorofTimeInc.’snewlyexpandedMagazineDevelopmentGroup,assignedtocreateandperhapsacquirepublicationsforourcompany.WhilehewillcontinuetosuperviseallofMoney’seditorialcontentandstrategy,Ishallbeinchargeofourday-to-dayoperationsandwillhavethepleasureofwritingthesecolumns.feteLierExecutiveEditor4MONEYMoneyEditor-in-ChiefHenryAnatoleGrunwaldPresidentJ.RichardMunroChairmanoftheBoardRalphP.DavidsonCorporateEditorJasonMcManusGroupVicePresident,MagazinesKelsoF.SuttonExecutiveVicePresident,MagazinesPhilipG.HowlettMANAGINGEDITORMarshallLoebExecuriVEEpiToRLandonY.JonesASSISTANTMANAGINGEDITORFrankB.MerrickSENIOREDITORSiJulieConnelly,JosephS.Coyle,CarolineDonnelly,RobertJ,KleinEDITOR,SPECIALPROJECTSFloraS.H.Ling‘ARTDIRECTOREllenBlissmanPictureepitorSueConsidineSENIORWriTERJerryEdgertonSTAFFWRITERSWilliamC.Banks,FirthCalhoun,PatriciaA.Dreyfus,DianeHarris,MarlysJ.Harris,GusHedberg,TylerMathisen,Gretchen,Morgenson,RobertH.Runde,SuzanneSeixas,AllanSloan,JohnStickney,DeniseM.Topolnicki,CandaceE.Trunzo,CarrieTuhyCHIEFOFREPORTERSKatharineB.DrakeSENIORREPORTERPaulineTaiREPORTERSGregAnrigJr.,CarolineBaer,KateBallen,SarahE.Button,ValerieW.Gerry,JordanE.Goodman,J.HowardGreen,LeslieLaurence,LaniLuciano,RichardA.Lynch,MarthaJ.Mader,MichaelB.Martin,DaphneD,Mosher(letters),LisaRedd,ClintWillis,DESIGNANDPICTUREDEPARTMENTS,MargaretOttosen(assistantdesigndirector),LindaSchwarz,WandaYueh(designers),KarenHarperMicheleSalzano(assistantpictureeditor)COPYCHIEFSukeyRosenbaumCOPYDESKSuzanneJustinRiggio,CharlesBlackwell(deputychiefs),PatriciaA.Feimster,MichaelCatalano,MarkHudsonGiles,PearlAmySverdlin,MargaretJ.Stefanowicz,KathleenBeakleyEDITORIALPRODUCTIONMANAGERBarbaraAltman.CHIEFOFCONTRIBUTORSSusanJ.Macovskywily.Boston:LisaH.Towle.Chicago:ConanPutnam,Columbus:PeterD.FraniSamMaddox.Houston:GaryTaylor,KansasCity:JohnLofflin.LosAngeles:Wis.:SharonStark,in.NewOrleans:DorothyGlasserWeiss,Philadelphia:BelindaHulin-Salkin.SanDiego:PaulKrueger.SanFrancisco:RobertBuderi.Seattle:SuzanneCushing.Tampa:AnnettaMiller.Washington:SusanSchindehette.EDITORIALSERVICESChristianaWalford(director),BenjaminLightman,HerbertG.Orth,AlexStack,Elizabeth.G.YoungHerbertG.Orth,AlexStack,Elizabeth.G.Young_PUBLISHERWilliamM.KellyJr.ADVERTISINGSALESDIRECTORJamesB.HayesGENERALMANAGERBarbaraM.MrkonicBUSINESSMANAGERGeorgeH.VollmuthCIRCULATIONDIRECTORRuthA.ShieldsPROMOTIONDIRECTORMichaelRichMARKETINGDIRECTORGeorgeBarbier‘ADVERTISINGPRODUCTIONMANAGERRosemaryLowtherfersubscriptioninquirieswritetoMoney,PO.Box2819,ReuterCole8082BatictnuesofMeyareavalfor$2500%h(oFotquonityrotesfermorethon10capes)IromMoneyotheColoradoaddressUptosBiegvoileot$ebyGusHedbergiEEEUntilrecently,ifyouwantedtobuyaersonalcomputer,yourchoiceswereratherclearlydefined.Ifyoudidn’tneedportableandyoudidn’tmindspending$3,557,youboughtanIBMPC—allthenewestandbestsoftwarewasbeingwrit-tenforit.IfyouwantedtoshaveoffsomedollarsandstillbeabletousemostIBMPCsoftware,youboughtoneoftheso-calledIBMclones,suchastheEagle($3,124)ortheTexasInstrumentsProfes-pHOTOGRAPHBYJAMESWOJCIKComputersaeIsMacintoshYourApple?Swift,strongandloadedwithgewgaws,itcouldbethebestmachineforyou.sional($3,405).EvencheaperweretheAppleIe($1,295)ortheRadioShackTRS-80Model4($1,999).Ifyouneededaportablecomputer,yougotthebarelytransportableCompaq,alsoIBMcom-patible($3,540),orthedurableKaypro4($1,995).Ofcourse,ifyouwerethinkingoflessthan$1,000,therewasthetrulyportableRadioShackModel100($799)ortheCommodore64($199).Thesemachinesaccountforabout90%ofthepersonalcomputersthathavebeenboughtsofar.Allareexcellent.Theyconstituteageneration,andasagrouptheyrulethehomeandofficemarkets.TheAppleIeonceledthisfield,butitlostitsleadin1981whenIBMbroughtoutitsownPCandsuddenlybecametheGoliathofpersonalcomputing.NowAp-pleisbackwithabravenewmachine.Itisthe$2,495Macintosh,andmanycom-puterspecialistshearbehindtheMac’sflickeringcathode-raytubethewhirringofDavid’ssling.IsMac,indeed,theper-sonalcomputerwe’veallbeenwaitingfor?Yes—andno.Yes,becauserightnowtheMacis,handsdown,thebestpieceofhardwareMARCH1984-105
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Almosteverymajorcomputersoftwareproducerinthecountryisadaptingitsbest-sellingprogramstotheMac.onthemarketforitsprice.ItissonicelydesignedandsoeasytousethatanyotherPC,evenIBM’s,seemstoobig,toocom-plicatedandtoohostiletoholditsownforlongagainsttheMac.EvenrecentnewofferingsfromHewlett-Packard(theTouchscreenHP150,$3,995)andRadioShack(the2000,$2,750),whileimprov-inguponIBMinsomeareas,seemafullgenerationbehindMacintosh.Butthisdoesnotmeanthatforevery-onetheAppleMacintoshistheonlycom-putertoconsider.TheMachasitsdrawbacks.Ithasnocolordisplay,forin-stance,andhookingituptoaletter-qual-ityprinterwon’tbepossible,accordingtoApple,untillaterthisspring.TheMacin-toshwillnotrunsoftwareprogramswrit-tenforanyothercomputer.Itacceptsonlynonstandard3%-inchhard-plastic-encaseddisksinitssinglediskdrive.Appledarestofloutconventioninthesewaysbecauseitsgoalisnothingshortofestablishingasecondstandardforpersonalcomputingalongsidethenow-establishedIBMPCstandard.IfApplefailsinthisenterprise,theresultwillnotonlybedisastrousforthecom-panybutprobablyalsoforanyonewhobuysaMacintosh—intermsofsoftwareandperipheraldevices,he’llbeleftoutinthecold.ThefeelingamonganalystswhowatchthecomputerindustryisthatApplewillsucceed.NooneexpectstheMacintoshtosupplanttheIBMPC.Thatbulkytowerofmightwithitsglitteringgreenmonitoranditstoothsomerowsofkeysistoowelldugintothecorporatepsychetobeshakenlooseanytimesoon.Butthereisroom—andneed—forasecondstan-dard.AndtheMacintoshisabrightandpromisingalternative.Furthermore,theIBMPC,nownearlythreeyearsold,isnotabovecriticism.Itsverysize,forexample,canmakeanexec-utivewithaPConhisdesklookmorelikeadrill-pressoperatorthanadecisionmaker.TheMacintoshissmallerandmoreintimate.Initstote-bag-typecarry-ingcase($99),itcanbemovedfromplacetoplacewithaboutthesameconvenienceasaloadedpicnicbasket.Thefootprintofitsmainunit—housingthewholesystemexceptthekeyboard—isonlyabout10inchessquare.YettheMacintoshismorepowerfulthantheIBM.The32-bitMotorola68000106MONEYmicrochipthatpulsesatitscentercom-mandsanetworkofsubordinatechipsrunningatnearlytwicethespeedoftheIBM’s.Forexample,thismeansthatMultiplan,thepopularspreadsheetpro-gramthatMicrosofthaswrittenforbothcomputers,willexecutecommandsfortheMacintoshnearlytwiceasfastasitwillontheIBM.Youwillappreciatethisefficiencyifyouhavewaitedinfrontofafrozencomputerscreenfor40secondswhileafewnumeralstransferfromonelittleboxtoanother.OtherpartsoftheMacintoshalsomakethemachineasawholemorepow-erfulthanitsprimerival.The34-inchdiskdrive,whichsitsbehindwhatlookslikealittlemailslotcutinthefrontofthecomputer,readsdataandprogramsoffdiskettesthatareabouthalfthesizeofthestandard54-inchdiskette.YettheMaccanpackmorethantwiceasmuchin-formation—400kilobytes,or409,600charactersoftype—onadisketteasthebasicIBMPCcan.DevelopedbySony,thecompactdiskettesaresafelyencasedinhardplastic,slipintoashirtpocketandprobablywilldototheirwiderfloppycousinswhatstereocassettesdidtobulkyeight-trackcartridges.Asignofthistrend:thenewHewlett-PackardTouch-screenHP150alsocomeswiththeSonydrives(butsharesfewofMacintosh’sothervirtues).Youneedn’tfearthatindependentsoftwarewritersmightnotcottontotheMacand,ashappenedwithMac’sprede-cessor,theAppleIII,cripplethenewcomputerbywithholdingsoftware.Al-mosteverymajorsoftwareproducerinthecountry—Ashton-Tate,Digital,DowJones,Cdex,Continental,Lotus,Micro-soft,SierraOn-Line,Sirius,SoftwarePublishingandSorcim,tonameonlyafew—isadaptingitsbest-sellingpro-gramstotheMac.©who,then,shouldbuytheMacintosh?Certainlyits$2,495pricewillruleitoutformosthomes.ButthereisamiddlegroundfortheMac,rangingfromsmallbusinesses—asmanyas32Macscanbehookedtogetherinacommunicationsnetwork—downthroughself-employed_profes-sionalsandscholars,wellintotheupperreachesofhigh-techhouseholds.Forsuchusers,theMacintosh,rightnow,isprobablythecomputerofchoice.WhatwouldyoudowithaMac?Puttingasidecomputergames,which,asanykidwilltellyou,makeanymachinewortheverypennyofwhateveramounthisparentsshelledout,thelistofdeeplyworthwhileusesforpersonalcomputersisrathershort.Businesspeoplelovethemforthewayspreadsheetapplicationsletyoujugglenumbersandmakefinancialprojections.Writersswearbythemaswordprocessors.Peoplewhohavegreatquantitiesofinformationtostore—ad-dresses,booktitles,statisticsandthelike—gratefullyusedata-managementprogramsinsteadoffilecards.Research-erscanhookuptheircomputerstoenor-mouslibrariesofelectronicallystoredinformation.Thesamehookupcanserveasanelectronicmailroom,lettingpeopleexchangemessagesinstantaneously.Be-causeofitsuniquedesignandengineer-ing,Macintoshperformswithgreatpanacheinanyofthoseroles.Allcomputerapplicationsrequiresoft-ware—theinstructionsthattellthecom-puterwhattodoandthataretrulythesoulofthemachine.TheMacintosh,be-sidesbeingasuperbpieceofhardware,is,Inasense,amarvelouspieceofsoftware.Thechoicestbitsofsoftwaretechnol-ogyarebuiltintothemicrochipsinsidetheMacintosh,Theseincludeafontman-ager,whichletstheMacintoshofferava-rietyoftypefaceswithmanyofitssoftwareprograms,andagraphicspro-gram,calledQuickdraw,thatgivesthiscomputersomeofthemostremarkablegraphicscapabilitieseverofferedbyaPC.AllofthisresidesontheMac’sread-onlymemorychips(ROM)—thesemiconductorsthatineradicablystoreinformation,Atthesametime,ApplehasinsistedthatallsoftwarewrittenfortheMacfollowaprescribedsetofconven-tionsthatstandardizethewaythecom-Puterasksyoutodealwithaprogram.Whyisallthiswonderful?Firstofall,withsomanysoftwarecomponentsbuiltintothemachine,softwaremanufactur-erscanpackmoreprograminformationontheirdisks.Take,forexample,Lotus1-2-3,thebest-sellingspreadsheet.ItrunsonIBMPCsonlyiftheyareoutfittedwithmorethan128Kofmemory.Butthesameprogramwillfithandilyirthestan-QualityItSasimportantindiamondsasinanythingelseyouOwn.Discriminatingpeopleappreciatequality.Andtheoethoughtofpur-wevna,".chasingahome,an€€@automobile,orrea;evenabottleof““<”finewinethatisanythingshortofwhattheyreallywantwouldbeunheardof.Thesameholdstruewithdiamonds.Diamondsofallsizes,whosesuperbqualityandunique;magicwillenhance4/8)yourjewelry,no/}/,matterwhatthe,”design.Inordertoun-derstandqualityindiamonds,onemustunder-standthe4C’s:Cut,color,clarity,andcarat-weight.Itisthe4@characteristicsthatdeterminethevalueofadiamond.Yourjeweleristheexpertwherediamondsarecon-cerned.Andsincethisisn’tthekindofpurchaseyoumakeeveryday,we'vepreparedaninformativewfbrochureonqualitydiamondstohelpmaketherightdecision.Fourcharacterthequaldard128KMac.WritingprogramsfortheMacwillbeeasiertoobecauseprogram-mers—bothamateurandprofessional—canusetheROMsoftwarecomponentsasvitalpartsfortheirprograms.AndeachofthesenewprogramsmustusethesamevocabularyandbasicsetofsymbolsthatApplehascreatedfortheMacintosh.Untilnow,learninghowtorunapar-ticularsoftwareprogramamountedtoalittleheadachealluntoitself.Togetintothepartofthesoftwareyouwanted,forinstance,mightcallforholdingdownacombinationofkeyswithcatchynameslikeCTRLorALTorFUNCTIONKEY6.Afteryoumasteredthatprogram,youhadtocarrythelittleheadachearoundwithyouinyourownmemory.Eachnewprogramyouboughtofferedadifferentsetofcom-binationstoremember.Sixprogramsmeantsixheadaches.ByrequestingthatalloftheMac’spro-gramsobserveauniformvocabularyofcommands,Applehascuttheheadachecountdowntoone.Andbymakingthatonesoclearandserviceablethatitisreallynoheadacheatall,Appleisonthewaytotransformingthesoftwareindus-try.Toachievethis,Applehascombinedthreerecentsoftwareinnovations—icons,pull-downmenusandwindows—tocreatetheeasiestandmostefficientwayyetdevisedtomakeacomputerdoyourbidding.Theuserworkswiththesenewtools,whichappearonthescreen,bymeansofamouse.Thisisapalm-sizeboxwitharubberballmountedonitsbottom,abut-tonsetintoitstopandatethercordcon-nectingittothecomputer.WhenyouslidethemousearoundonthetabletopnexttotheMacintosh,thecursor—thelittleflashingmarkeronthecomputerscreen—zipsaboutinexactlythesamepattern.Thiscontrastswiththestandardcursorcontrol:fourkeysthatmovethemarkereitherrightorleftorstraightupordown.Gettingthecursoracrossthescreenwiththesebuttonscanberatherlikecrossingthechessboardwithaknight.Withamouse,you’vegotinfi-nitelymoremovesthanevenaqueen.Bydirectingthecursortotextorgraphicsdisplayedonthescreenandclickingthebuttononthemouse,youcanmarktheitemsormovethemaround—afacilityvitaltosmoothoperation.Here’sanexampleofhowthetoolsandAmenuofcommandspopsontothescreenratherlikeawindowshadebeingpulleddown.themousework:TobeginusingMac-Write,theMacintoshword-processingprogram,youfirstfeedintheprogramdiskette.(Onmostothercomputers,youalsowouldwantadatadisketteinan-otherdiskdrive,butbecauseMac’sdisketteshavesomuchspace,youcan,inmostcases,useonedisketteasbothyourprogramanddatadiskette.)Afteryouhavepressedinthediskette,thescreendisplaysahighlightedrectanglecalledthedesktop.Onitareanumberoficons—pictorialsymbolsoftheprogramsandthedatafilesstoredonthatdiskette.Togettothewordprocessor,youscurrythecursorovertotheiconforMacWrite.Itlookslikethis:eyThenyouclickthecursortwice.Thelittleicontrembles,thenexpandstofilltheentirescreen.You’reinMacWrite—meaningyou'rereadytogotoworkwrit-ingwhateveryouwant.Alreadyyou'reminutesaheadofthetimeitwouldtaketogettothesameplaceinaprogramonal-mostanyotherPC.TheRadioShackModel100isanotableexception.Acrossthetopofthescreenisarowofsixwords.Thesearethepull-downmenus.Whenyouwanttoexecuteacom-mand—PRINT,SAVEorQUIT,say—youputthecursoroverthewordthatde-scribesthecategoryofthecommandyouwant,FILEinthecaseoftheabovecom-mands,andclickthemouse.Presto!AmenuofFILEcommandspopsontothescreendirectlybelowtheword,ratherlikeawindowshadebeingpulleddown.ThemenucalledEprtlookslikethis:ErdCantUndeCuteKCopyShowClipboardNearly50commandsaretuckedawayonthesepull-downmenus.Thisexplainswhythekeyboardisfreeoftherowsoffunctionkeysthatbedeckothercomput-ers.It’samodelofsimplicitywith56keys—theIBMPChas83keys,andthenewRadioShack2000has90.Aseparatecalculator-stylenumerickeypadisa$129MARCH19846109
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Theelectriceasel)ANallowsyou®gqeINDUSTRIAL/‘%gyAetodrawfreehand.SeeeeeainMARCH19,1984option.TheMac’skeysdepresssmartly,ifTABLEOFCONTENTSThisunusualoNfamunicipalbondfund|SOmewhatnoisily.Butonceyougetrat-;offersattractiveyieldsthat|tlingalongitsoundsjustfine.7F3INTHENEWS58PRODUCTDEVELOPMENT«tyoeSeoraeeeThepull-downmenusforthefontgal-a*HowXeroxspeedsupthebirthofnewproductsoffersstrongpricestability,evenleyallowyoutochoosefromamongnine22THEECONOMY’:87CORPORATESTRATEGIES(@,thoughitsnetassetvaluemayfluctuate.typefaces.Somegetratherfrilly.HereareEventhesecondhalflooksstrongnowPennCentralseers.upforwhomenddealing©100%hightax-freeincome.Especially}2fewofthesimplerones:TheFed:Tighterthanexpected?iAlexander/&BaldwinsWilitdivocsty,gCc10higherbracketinvestors.Macintosh24POLITICSINDUSTRYANDTECHNOLOGYgFreecheck-writing.UnlimitedfreechecksMaaaoI%Hart’sshiftingcampaignof‘newideas’PyeraeRAIMAThGAT)for$500ormore.cintos26SHIPPING\S*Completeliquidity.NosaleschargetobuyorcedeemMacintosh.AportfeudrufflestheOldSoutheoEaSeaatudinnwomekeunwlewers—andnopenalties.57AUTOS¢Freeexchange.Youcanshiftyourinvestmentbetween‘Youalsocanchangethesizeofyour‘Cardealersrejoicewithfingerscrossed47MARKETINGBRIEFSjDreyfusfunds—evenbyphone.}typeanddounderliningandboldfaceand27MONEY&CREDIT°Barter,durablessales,card-userdossiersStartwithjust$2,500.Calltollfreenumberormailcoupon.|shadedletters.AwayforbankstoeasetheLDCloadOOMeaerecentateatcatSetecabot[earsocx]wen]ws)[oofane]one|etePees]keStensonesemenus,Macnee)erPeaneuiraisesitsanteintheU.S.leeriERODUCTDESIGN)reyfusmeng|isnsoneofsotcompelinety=Fultss.EROSLETEESmart4gaws—itswindows.Theseareminiature¥Ss,.86BSPECIALREPORTIntermediateTaxExemptBondFund,Inc.FG,iscreensthatcanbemadetoappearontopBeUpforgrabs:ApotentialgoldmineThenewenvironmentalistsputtheheaton2iddlesex,NJ0884aa3286PINDUSTRIESFormorecompleteinformation,includingmanagementfeechargeofyourscreen.LBhSeessemperorton,inatingmaemoteomenantFoRaPROSPECTUS—ff|{ettsieanaoCurtallingthefreedomtofireEquipmentmakersstarttodigthemselvesoutBpescentertcalnone.Calltollfree,dayorHecconbeordpiocessorandsomeone33EMPLOYMENT(ranean94ENERGYieright9daveawesk:{anieruntsyouwithamessage.YoucanRaettvotedtheirjobsawayIsChineseoilworthChina’sprice?Same.selectNOTEPAD,andasmallerblankpagea48i|ee1-800-USA-LIONwillayitereeHowlowinflationstingssupermarketsINFORMATIONPROCESSINGiyExtension473ppeatontopofyourletterasthous.36INBUSINESSTHISWEEK(RUSEI|[eaetp.BL|youhadsetapieceofblankpaperonyourGM,NationalSemiconductor,Warner-Polygram,DuPont,Ladesk.Youmakeaquicknotetoyourself,UAW,Beverly,CookUnited,Lilco,NationalCan64COMMUNICATIONS__[esetpapel|eas]wafera]afte[oan|vee[oes[cantena]as|v]oes|afos[waswoaes|e]ve[as]clickthemouse,andNOTEpAbtucksbackCOVERSTORYWillelectronicmaildeliverforWesternUnion?intothecomputer.NotallthesewindowsPeratnoSoooaiomareshapewucropiotinagsStrong/CorneliusonPresents:areblankpages.Oneisadesktopcalcu-76WhyGulffell68PHONEWATCHAFUNDlator,anotheranalarmclock.SuchproteanplasticitypervadesalltheMacintoshsoftware,butnowhereisitBythetimeGulfChairmanJamesE.Leerealizedhecouldlosethelife-or-deathbattlewithT.BoonePickensJr.'sinvestorgroup,itwastoolate.InflatlyrefusingtodealwithThelong-distancebattle,BellSouth’sdividend=+COMPUTERS©Macintosh:WhatAppleneedstogetgoingagainf4itheAmarilloraider,Gulf'smanagementfromthestartwas68DBRIEFSaaaheminthegraphiespaintingitselfintoacorner.Finally,desperate,thecompanyTHaeCHANGESWTHprogicalledMacPaint,thoughitputitselfupforsale.Socal’swinningbidof$80asharemay*INTERNATIONAL«paintsonlyinblackandwhite.Thiselec-potevenhavebeenthehighast.Theresult:Aquick$760ieeetriceaselletsyoudrawfreehand,usingmillionprofitforPickens’group.AndforSocal,despitea38INTERNATIONALBUSINESSTHETIMESthemouse,orcreateelaborategeometrichugejumpindebt,a45%increaseincashflow©Australia:Biggermaynotbeandtypographicconstructions.YoucanshadeinshapeswithscoresofdifferentThelessonBoonePickenstaughtTexacoItjustboughtoutthe10%stakeofapotentialraiderBrazil:SikorskyishoveringcloseSwitzerland:BanksacceptaSocialistchallengeTheStrongTotalReturnFundallowsyoutoleavethedailydecision-||patterns,enlarge,truniONOMICANALYSIS41INTERNATIONALOUTLOOKii>,truncatstormangtopicteeelonallsvestmeneonananerei-VoulcanbenctierromtheUl](lanaimest:SaaRpERTEfoiotieTrudeau'ssuccessormaystealtheTories’thunderconservativeinvestmentapproach—itstrivestoachievethehighesttotal||wordprocessor.46ECONOMICDIARY48FOREIGNreturninallmarketconditionswhileprotectingyourcapitalbyassuming‘AnothsteDeficitworries,autosales,femalemanagers’Thenexttradecrisisonlyreasonablerisks.notherfunctionletsyoublowupapay,somecheerybadnews,borrowingandratesFEATURESThisNO-LOADFundwasdesignedbyexperiencedinvestmentad-cenofthegraphicseaseltothepoint49BUSINESSOUTLOOKscaeelvisorsmanagingmorethan$750million.Itsportfoliomayincludestocks,thateachpixel—thetinypointsoflightBusinessstartstoshiftintoahighergearbonds,oracombinationofthetwodependinguponthefinancialenviron-thatcomposetheeeaieasbigastheFINANCE2INDEXES/FIGURESOFTHEWEEKment.Itsgoalistotakeadvantageofmarketchangeswhileattemptingtosquaresonapieceofgraphpaper.Youpasa4READERSRentavoidvolatilityinthesharepricethroughinvestmentflexibility.Thismakes||the:te10BOOKSthefundagoodchoiceforyourIRA.ncanmodifyyourdesignwithmicro-69TAXESWicker:UntoThisHouraeOETAGIEEefCallTollFreescopicaccuracy,Aneconomictheoryturnsintoataxbombshell45BUSINESSWEEK/HARRISPOLLonEenPubchase/andtrarisret1-800-3PeopleusingMacintoshforthefirst70MARKETS&INVESTMENTSiAcautiousnodto‘industrialpolicy’NDsalesorsedemptionataeesF800.68FUNDtiteiBAdineicaeeta‘rytheliquidator’triestolivedownhisnickname4ALETTERFROMTHESOUTHBRONXowinitialinvestment—jus!at's1-800-368-386:i;ACKNewlifeatlastforasymbolofurbanblightBe,howtoproceed,willbeastoundedatthe71(penstrokecouldswellsoftwareprofits85PENSONALBUSINESSbs[Formorecompleteinformationabout||numberofinstanceswhensimplyfollow-7ANSIDEWALESIRES)OeChoosingabank?Don’tforgetthe‘float?’heSurengTotalRetin,handteinsName||inganimpulseturnsouttobeexactl‘Someproswhothinkit’stimetostartbuying4103WASHINGTONOUTLOOK&iMescabletotfasssendforeEREElyNANGIALFIGURESOFTHEWEEK2|BreraReaditcarefullybeforeaddress.|right.InCalifornia,Apple’shometurf,73FilatLS,HonMonaecouldhurtbiglaborEd|PleasesendIRA&IRAe4|thiskindofprogrammingiscalledintu-HESeharderinservices3|__transferinformationoOity.StateZip.|itive.InupstateNewYork,whereMac’sTRANSPORTATIONTheIRSvs.medicalcostsS|STRONGTOTALRETURNFUND|aseBurgellSmnithshailsfrom,44chetryingtimesatContinentalaren'toveryetlppaysoffintheBronx4815EastMasonStreetMilwaukee,WI53202saesmonsense.8iS—‘Week(ISSN0007-7135)publishedwoekly,exceptforoneissueinJanuary,byMcGraw-HillInc.U.S.subscriberrate$39.95peryear.InCanada,oneyear:CDN$54.95,Singlecopiesz110MONEYBusinessWart,Editorial,Circulation,andAdvertsingOffes:1221AvenueoftheAmericas,NewYorkNV.10020,Secondi<lasspostagealdatNewYork,N.Y.andat‘additionalmalingof:|eMaid‘atMontreal,P,Q.RegistrationNumber9010.TitleReg.inU.S.PatentOffice,Postmaster:SendaddresschangestoBUSINESSWEEK.P.OBox490,Hightstown,NJ,08520,8BUSINESSWEEK/MARCH19,19844
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usinessWeekIndeporeseiwoNiHacesJawreeco.‘vastweekPreteete149.6157.5159.4159.3Theproductionindexedgedlow-PRODUCTIONanne150160erintheweekendedFeb.25.154,160MONTHLYAVERAGESaAfterseasonaladjustment,145155weaknessinrailfreighttrafficandoutputofbothlumberand140150papermorethanOffsetthegains1.inthe.remainingcomponents.135145Theleadingindexalsodippedslightly.Thedeclinereflected130140lowerstockpricesandhigher144levelsforinitialunemploymentwe135claims,bondyields,andbusi-1967AVERAGE.nessfailures.Materialsprices,fWOPLLEELipepPt14139andM2grewfaster.142154JUIYDEC.JUNEDEC.JUNE:DEC.|JAN.|FEB.1982|1983.!1984'Four-weekmovingaverages,centeredonthefountweekLatestWeekMonthYear1967week.agoago‘agoaveragePRODUCTIONINDICATORSiBWproductionindex,unaveraged/BW,seas.adj.NigeriaFeb.25150.0150.1150.7130.0100.0|Rawsteel/Amer.Iron&SteelInst.,thous.ofnettons32,00612,037#1,9341,4922,440Automobiles/Ward'sAutomotiveReports..3162,259N173,578rs#|167,044r116,522r142,438Trucks/Ward’sAutomotiveReports...Mar.357,718D65,742r#|61,408r49,020r30,49033Electricpower/EdisonElec.Inst.,millionsofkilowatt-hours:;4146EB44,4474|47,83441,34323,169Crudeoilrefineryruns/Amer.Pet.Inst.,dailyav.,thous.ofbbl,.Mar.12,015xX12,163%|1206110,759_—9,815Bituminouscoal/EnergyDept.thous.ofnettons..:Feb.2518,241%18,09016,78414,04510,627Paperboard/Amer.PaperInst.,thous.oftons..Feb.25693.5%W671.2r,639.97601.1r438.8Paper/Amer.PaperInst.,thous.oftons..Feb,25671.0%E683.0r674.0r635.0r402.8Lumber/WWPA’,SFPA2,800mills,millions.Feb.25424.6%E426.1396.7961.8957.5Railfreighttraffie/Assn.ofAmer.RRs,billionsofton-miles.Feb,2517.38K17.617.215.049.8LEADINGINDICATORSa:BWleadingindex,unaveraged/CIBCR,seas.adj.(1967=a)9Feb.25158.7159.07159,38151.1100,0Stockprices/S&P,500companies,index(1941-43=10)Mar.2158.12155.19"162.66r152.30r91.93Corporatebondyield,Aaa/Moody’s.ssMar.212,30%12.22%11.97%11.63%5.51%Industrialmaterialsprices/J.ofComm.index(1947-49=100).Mar.2253.2252.7251.3215.486.0Businessfailures/D&8,largecompanies,CIBCRseas.aiFeb,24528368r284r=292r43Moneysupply(M2)/CIBCRest,seas.adj.,inbillionsRealestateloans/Fed.Res.Bd.,CIBCRseasadj.,inInitialclaims,unemp.insur./LaborDept.,seas.adj.,thous..Feb,22$2,231.3$2,221.5,$2,210.7$2,054.4.$503.7i$145.3$145.2$144.4r$194.6r$24.4355344339519225PRICESakeisyGold/Wed,finalsetting,Londonopenmkt.,troyoz.Mar.7$398,750$894.250$386,250$426,000$35.00Finishedsteelcomposite//onAge,Ib....Mar.626.939—26.999¢26.822e26.2176~—«a.464Foodstuffs,9commodities/CRB,spotindex.Mar.5275.12690273.1295,3100.0Copper/Electrolytic,del.,MetalsWeek,Ib......Mar.371.6¢71.6¢70.0¢+~—86.003B.6¢Aluminum,primaryingot/U.S.market,MetalsWeek,Ib.Mar.372.3¢72.8¢75.0¢.63.0¢25.0¢Wheat/No.2hard,KansasCity,GrainMarketReview,bu...Mar.3$3.74$3.68$3.75$4.12$1.68Cotton/strictlowmidaling1-1/16in,USDA,lb.........+Mar.3"72.986cs71.58¢72.44¢64.63¢25.20¢LatestMonthYeart:og)monthagoago.Imports/Comm.Dept.,seas.adj.inmillionsJanuary$27,794—$24,033r$21,075r$2,299Exports/Comm.Dept.seas.adj.,inmillionsJanuary$18,326—$17,2906r$17,232r$2,556Manufacturers’inventories/Comm.Dept.,seas.,adj.,inbillions.January$260.9$260.8§262.1r$84.6Constr.spending/CensusBur.,seas.adj.,annualrate,inbillions.January.$281.8$277.8r$247.9r$78.0+PawdatainthoproductionindicalorsateSeasonallyadjusiedincomputingtheBusinassWeckIndex(chan);Shercomponents(notlisted)aremachineryan@defenseandapacesqupment‘sWestomWoodProductsAssn,2=SouthemnForestProductsAssn,_NA=Notavailable.visedBWproductionindexcopyright1984byMcGraw-Hill,Inc.BWleadingindexcopyright1984byCIBCR,ColumbiaGraduateSchoolofBusiness,‘2BUSINESSWEEK/MARGH19,1984WEHAVESOMECHOICEWORDSFORTHOSEWHOMISSEDOURFALLCONFERENCES.Ourconferencetranscripts.Andthey’reavailablenow—onaverylimitedbasis.Althoughit’simpossibleforthesetranscriptstoincludethelivelyandinformativeworkshopdiscussions(youshould’vebeenthere),eachdoescontainallthegeneralsessionpresentations,andwheneverpossible,hardcopiesoftheaudiovisualmaterialsusedbythespeakers.Thesetranscriptscontaininformationnotavailablefromanyothersource,andareaninvaluablereferencetoolforyouroffice.Butsuppliesarelimited,sosendinyourordertoday!BusinessWeekToreceiveyourtranscript(s),completethisformandsenditwithacheckfortheproperamount(payabletoBusinessWeekExecutivePrograms)to:AIDAVICENTE,BUSINESSWEEKEXECUTIVEPROGRAMS,1221AVE.OFTHEAMERICAS,SUITE4049,NEWYORK,NEWYORK10020.Paymentmustaccompanyallorders.Pleasechecktheappropriateboxes).CAREPPOSTHE0STRATEGIC©CORPORATE(1CORPORATE©STRATEGIESFORANSWER?....$95.00PLANNINGOFTHE80s:PLANNINGOFTHE80s:HEALTHCARECOST—_SUCCESSIONPLAN-September25-30,1983,EVOLUTIONORREV-EVOLUTIONORREV.CONTAINMENT$95.00NING:MAXIMIZINGLosAngeles,California,”OLUTION?..$150.00OLUTION?..$150.00November8-10,1984,THEPOTENTIALOFeOctober3-4,1983,October18-19,1983,Atlanta,Georgia.YOURHUMANGncudingReynatepre:NewYork,NewYorLondon,EnglandRESOURCES$150.00.sentationsbyJonathan(Includingkeynotepre-November14-15,1984,FieldingofUCLA,Paul(Includingkeynotepre-(includingkeynotepre:sentationsbyG.H.CollingsNoveaEllwoodofInterStudy,sentationsbyMartinsentationsbyGeraldofNewYorkTelephone,NewYork,NewYorkandCongressmanFeldstein,LawrenceWeissofChaseManhat-RobertAllenoftheHuman(Includingkeynotepresen.RonWyden)Kudlow,frwinKeliner,tan,MinisterEddieCollinsResourcesInstitute,andtationsbyGeneJenningsandR.T.McNamar)ofIreland,andColindohnClendeninofandSteveFuller)MarshallofBritishAirways)SouthernBell)Poy.|ARE__AREPPOsTHEAl1Name“OORPORATEPLANNINGoFrsTHEasesrmieTelephoneate(CliSea2eIeeee
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nformationProcessingMACINTOSH:WHATAPPLENEEDSGAINNILo)parte|RETAILERSCAN'TKEEPTHEUNITINSTOCKANDHAVEWAITINGLISTSOFCUSTOMERSTOSTARTTHEJUICESFLOWINGAsincetherashofcoverstoriesincomputermagazinesonAppleCom-puterInc.’slatestpersonalcomputer,theMacintosh.Sofar,thehighlypraisedmachineappearstobearunawaysuc-cess.StorescannotkeepMacintoshinstock;thewaitinglistsofeagercustom-ersaregrowingatmanyretailers.“Thefirsttwomonths’shipmentsweretakeninthefirstweek,”saysRickInatome,presidentofInacompComputerCentersInc.,aleadingchainofcomputerstoresinMichigan.Andmoreretailerswanttocarrytheproduct.Appleisabouttopickuptwomajorcomputerretailchainsasoutletsforitsproducts—BusinesslandInc.andSears,Roebuck&Co.’sBusi-nessSystemsCenters.Appleisatacriticaljuncture:Itmustgearupproductiontomeetthisexplod-ingdemand.TheCupertino(Calif.)com-panymustdeliverthegoods—inhighyolume—toconvincetheindustryandthepublicthatithasaproductthatcanflourishalongsideInternationalBusi-nessMachinesCorp.'sleader,thePer-nalComputer.“IfdeliveriesofMacin-toshdon’tstarttoincreasesoon,”warns[natome,“theproductcouldloseitsmo-mentum.”Apple’sdelayinmakingitsLL:morethanamonthhaspassedLisamachinesavailablelastyear—andColecoIndustriesInc.’srecentshipmentproblemswithitsAdamcomputer—causedcustomerstoloseinterestinthoseproducts,industrywatcherssay.FAULTYDISPLAY.Withthe$2,495Macin-tosh,Appleseemsreadytodeliver.Ithasinvested$20milliontobuildahighlyautomatedfactoryinFremont,Calif.,formass-producingthemachine.Thecompanysaysitwillbeabletoshipatleast50,000unitsbyMay—itstargetforthefirst100daysofMacintoshproduc-tion.Oncetheproductionlineisrunningsmoothly,thefactoryhasthecapacitytoproducesome2,000machinesaday.Mostpersonalcomputermakersrarelyshipmorethan10,000unitsamonth.Evenwithallitsautomation,thenewFremontfactoryisnotwithoutprob-lems.ThecurrentshortfallinthesupplyofthemachineispartlytheresultofclosingdowntheplantinearlyFebruarywhileasuppliercorrectedafaultyvideodisplay.“Becauseoftheshutdown,weareaboutone-and-a-halfweeksbehindwhereweweretohavebeenatthispoint,intermsofgettingtheproducttodealers,”admitsJohnSculley,Apple’spresident.Asaresultofthoseearlypro-ductionproblems,InfoCorp,aCaliforniamarketresearcher,hasreduceditsesti-mateofMacintoshproductionfor1984to300,000from350,000units.Macintoshwillsurviveonlyifitbe-comesahigh-volumeproduct,notonlytopayoffitsinvestmentinthefactorybutalsotomakeitworthwhileforsoft-waredeveloperstodedicatetheirre-sourcestowritingprogramsforMacin-tosh.OnlyfoursoftwarepackagesarecurrentlyavailableforMacintosh:TwowerewrittenbyApple,oneforwordprocessingandtheotherfordrawing,andtwobyMicrosoftCorp.,afinancialspreadsheetandagraphicspackageforplottingcharts.Morethan80companiesarecommit-tedtowritesoftwareforMacintoshandtheLisafamily.Butleadingsoftwaredevelopersareoverwhelmedwith“op-portunitiestodevelopsoftwarefortheIBMPCanditsimitators,”saysPortiaIsaacson,presidentofFutureComputingInc.AnalystsagreethatApplewillfeelasqueezebecauseMacintoshhasaproprietarydesign,requiringcustomsoftware.Mostsoftwaredevelopers“willonlyactuallystartworkingonpro-gramsforMacintoshwhentheyseesomevolumebuildingup,”saysAlexan-derD.Stein,analystatDataquestInc.,“eveniftheyhavealreadyannouncedthattheyplantosupportthemachine.”MAJORPRICECUT?MaintainingMacin-tosh’smomentumisalsocriticaltosalesofotherAppleproducts.Itssuccessisalreadyrubbingoffontheone-year-oldLisa—whichwasrevampedinJanuarywiththeadditionofthreenewmodelsandrenamedtheLisaII.“I’vehadpeo-plecomeinhereaskingforaMacintoshwhofindthatwhattheyreallyneedisaLisa,whichismorepowerfulandex-pandableandaheckofalotbetterbuydollarfordollar,”pointsoutJimH.Couch,presidentofComputerKingdom,aRiverside(Calif.)store.Asaresult,ApplewillalsohavetoserambletomeetunexpectedlyheavydemandforLisas.InfoCorpanalystRalphA.Gilmanre-centlyraisedhisestimateforworldwidesalesofLisain1984from30,000unitsbeforetheLisaIIdebutto80,000.Apple’sfocusonmanufacturingisequallystrongintheproductionofitsbest-sellingmodel,AppleIIe,adescen-dantofthecompany’soriginalcomput-WEEK/MARCH19,1984INFORMATIONPROCESSINGOURPLANTSITEEXPERTSUNDERSTANDTHEIMPORTANCEOFNATURALRESOURCESSOWELL,YOUDTHINKTHEYTOOKLESSONSFROMSMOKEYTHEBEAR.KarlK.KefferIndustrialGeographerIfabundant,low-costwaterisaprimerequirementforyournextplant,trypumpingourexperts.Or,maybeyouneednearbysourcesoftimber.Orcoal.Ornaturalgas.Perhapsyouneedtoknowhowlongthegrowingseasonis.Orwhattheaveragerainfallamountsto.Whateverthequestion,ourtrained,experiencedstaffhastheanswer.SEEOURSITES.Asthenation’slongestrailroad,BurlingtonNortherncanofferyouanoutstandingvarietyoflocationstochoosefromwiththenaturalresourcesyouneed.Ruralorurban,wehavesitesinornearmostmajormarkets,fromCanadatotheGulf,andfromthePacificNorthwesttoAlabamaandFlorida.BEARUSINMIND.Tofindoutmore,callMikeKarl,SeniorAssistantVicePresident,orEdRiebow,DirectorofFieldOperations,inSt.Paul,at(612)298-7059.Putthenation’slongestrailro:resources,toworkforyou.BPDeveunctonsailIndustrialDevelopmentDepartmentR84ad,anditsNORTHERNRAILROADStreetJinnesota55101esc
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nformationProcessiner.Asmanyas40,000Iecomputersarestillbeingturnedouteachmonth.ApplealsoisgearingupforproductionbysummerofanewportableversionoftheIle,code-namedLolly,butofficiallycalledtheIIc.Weighinglessthan10Ib.,theportablecanusemostofthe16,000programsthatrunontheAppleIle.Anoptional,built-indisplaywillbeavailablelaterthisyear.IftheIleportableispricedaround$1,000,asexpected,itcouldforceama-jorcutinthepriceoftheAppleIle,whichlistsfor$1,395butisalreadydis-countedtolessthan$1,000.Asaresult,theAppleIlegroupisdeterminedtokeepoutputathighlevelsinordertogaineconomiesofscale.“TheoverridingissuewiththeIleiscontinual[manufac-turing]costreductionsoitcanmakemoney,”saysApple’sSculley.WhilethebrightoutlookforApple’smajorproductlinesshouldbemakingcorporateexecutiveshappy,themanage-mentmoodatthecompanyisfarfromupbeat.InJanuary,justasApplewasgearingupforitsMacintoshmarketingblitz,Sculleyreorganizedthecompanyforthesecondtimeinlessthanninemonths.HehadcreatedastructureinSeptemberinwhicheachofApple’sfourmajorproductswashandledbyasepa-rateunit.Theseproductgroupswereservedbycentralizedmarketing,manu-facturing,andfinancialoperations.RESHUFFLING.Sculleyhasmergedthefourcomputergroupsintotwodivisions:theApple32Div.,whichincludesMacin-toshandLisa,andthePersonalComput-erSystemsDiy.,whichwillhandletheAppleIeandthelesssuccessfulAppleILL.Eachdivisionwillhaveitsownprod-uctdesign,manufacturing,andfinanceoperations.SaysSculley:“WefoundinbringingMacintoshtomarketthathav-ingthemanufacturing,designengi-neers,andthecontrollerforthedesignteamalsoresponsibleforthefinancialmanagementofthefactoryworkedverywellforus.”SomeAppleinsidersarestilldisturbedthatsuchmajorcorporatereshufflingscamesoclosetogether.“TheysuggestthatSculleydoesnotknowwhathe’sdoing,andtheymakethejobofmanag-inginthiscompanyextremelydifficult,”saysonecurrentAppleexecutive.Scul-leyconcedesthat“aswegothroughtheprocessofsortingoutalternatives,itcanappeartosomepeopleintheorgani-zationthatApplehasnotgotitselfto-gether.”But,hehastenstoexplain,thefirstrestructuringwasdone“beforewehadaproductstrategyinplace.”Nowthatthereisastrategy,hesays,“thecompanyrequiresadifferentorganiza-tionalstructureforitsimplementation.”Whileinsidersmaybedisturbedbysomuchinternalchange,manyApplewatchersnowbelievethecompanyisbe-ginningtogetintopositiontodobattlewithIBM.“SculleyhasbroughtfocusandprofessionalismtoApple,”saysDouglasA.Cayne,acomputerindustryanalystatGartnerGroupInc.Asare-sultofrenewedinvestorconfidenceinthenewmanagementandproducts,hesays,“thecompany’sstockhasstayedexceptionallystablesincethestartoftheyear—atatimewhenthemarkethaslostover15%ofitsvalue.”aANOTHERDELAYFORASUPERCOMPUTERorthesecondtimeinasmanymonths,TrilogyLtd.hasdelayedintroductionofitshighlypublicizedsu-percomputer.InJanuary,Trilogyan-nouncedthatmanufacturingsnagswithitsrevolutionarywafer-sizesemi-conductorchipwoulddelayshipmentsfromthethirdtothefourthquarterof1985.Thechipproblemshavebeensolved,maintainsRussellB.Drew,vice-presidentformarket-ing,butTrilogyhasnowdecidedtoputoffthefirstdeliveryuntilmid-1986.Hesaysthepostponementwasmadetogivethecompany’sengineerstimetoredesignthemachinesothatitwillbemorecompetitivewithIn-ternationalBusinessMachinesCorp.’srecentlyannouncedtop-of-the-linemod-el3801KX.ASOFTWARECONTESTFORHIGHSCHOOLSTUDENTSoftwarepublishersarealwaysonthelookoutforprogramsthatcouldbethenextbest-sellers.Now,SoftwareCity,aTeaneck(N.J.)soft-wareretailingchain,istakinganovelapproach:Itisrunningacontesttofindthemostmarketablecomputerprogramswrittenbyhighschoolstu-dents.Studentsgraduatingthisspringhaveuntiltheendofthecalendaryeartosubmittheirentries.Theluckywin-nerwillseethesoftwaresoldinSoft-wareCity’s95stores—andgetahefty25%ofrevenues,plusa$10,000collegescholarship.Fourrunners-upwillre-ceive$1,000scholarships.USINGCOMPUTERSTOPLUGINTOTHEIRSpr.15maybecomealittleless‘tryingforsome100,000taxpayerswhosubscribetoCompuServeInc.’selectronicinformationservice.Asub-sidiaryoftaxpreparerH&RBlockInc.,thecompanyismakingavailableonitscomputersthetextof66publicationsfromtheInternalRevenueService.PresidentCharlesW.McCallpromisesthat“whenanewrulingcomesout,itwillbeputonlinebeforeit’spublishedinhardcopy.”Subscribersarecharged$6anhourtohookintotheCompu-Servesystemduringthedayandabout$10anhouratnight.TheIrs,whichdesignedthedatabase,saysthattheservicecouldreducetheagency’sprint-ingandmailingcostsbyasmuchas$2million.‘ACOMPUTERSYSTEMTHAT'SGOODMEDICINEFORMDsG7:practitionersoftendespairoftheirinabilitytokeepupwithdevelopmentsinvariousmedicalspe-cialties.Butnowtheycangetanex-pertsecondopinion—fromacomputer.ControlDataCorp.’sHelp—oneofthetificial-intelligencetechnology—usesanelectroniccompendiumofmedicalin-formationandspeciallogicrulestomimicadoctor’sdecision-makingpro-cess.Throughthisso-calledexpertsys-tem,Helpmatchespatientprofilesagainstavastcomputerizeddatabaseofdiseasesandsymptomsandthenre-callssuggestedtreatmentsfromitsmemory.Italsoeasessuchadministra-tiveheadachesasbillingandclassify-ingbillsformedicarepayments.ButHelpdoesnotcomecheap:Atypicalhospitalinstallationcostsbetween$2millionand$4million.STAYINGABREASTVIAACOMPUTERIZEDCATALOGKoretrackofthefloodofnewcomputersandrelatedprod-uctsisdifficult,ifnotimpossible,formostcompanies.NowGMLCorp.,adeveloperofcomputerdatabases,andDataResourcesInc.,aMcGraw-HillInc.company,hayecomeupwithananswertotheproblem:acom-puterizedcatalog.CalledComputerSpecs,thenewservicecontainsde-tailedspecificationsof7,000prod-uctsfrom1,600hardwaremakersand6,000suppliersofmicrocomputersoft-ware.Theproductsareorganizedinto11categoriesrangingfrommain-framesandmicrocomputerstoprintersandmemories.Thedatabaseisacces-sibletoanyclientofDRI’scomputerservices.APRIL2,1984Vol.123No.14TIMETHEWEEKLYNEWSMAGAZINEALetterfromthePublisheruringthefirst18monthsofRonaldReagan’sAdministra-tion,DiplomaticCorrespondentStrobeTalbottspentmuchofhistimecoveringtheactivitiesofSecretaryofStateAlexan-derHaig.Itwas,saysTalbott,afirst-rateassignment.“Haigisanexciting,oftencontroversialper-sonality,”Talbottnotes,“withanem-,battledviewoftheworldandthepress.HewasoneofWashington’sbeststories.”Now,21monthsafterHaig’sresignationfromtheCabinet,Talbottcanlookbackuponauniqueopportunitytore-exploretheeventsheoncereported.HehasspentmostofthepastsixweeksexcerptingHaig’smemoirs,Caveat:Realism,ReaganandForeignPolicy,fortheweek’sissueofTIME.TalbottwentovertheexcerptslinebylinewithHaigintheformerSecretary’sWashingtonoffice.RecallsTalbott:“IwasimpressedbyHaig’scareandconscientiousnessinhelpingpre-servetheessenceofhisstory.Iwasalsostruckbyhissensitivitytotheinevitabledifficultyofcompressingacomplicated,impor-tantstorythatHaigtellsin384bookpages.”Haig’smemoirs,tobepublishedbyMacmillanearlynextmonth,defendhisrecordasSecretaryofStateandattacksometwo-partseriesthatbeginsinthisTalbottandHaigworkonmemoirexcerptsofficialsintheWhiteHouseinnercirclewhomheblamesforhisdownfall.OneinterestingaspectofHaig’sstoryfromajour-nalist’spointofview,saysTalbott,is“theimpactofjournalismonpeoplewhomakethenews.Haigseesthepressashavingakeypartinhisbiggestlosingfight,againstWhiteHouseinsid-ersforaccessto,andinfluenceon,thePresident.Weofthepresswerewellawareofthestruggle,butwereassuredbyAdministrationspokesmenthatwe2wereexaggeratingorevenimaginingzit.Afterreadingthebook,Ibelievethat,ifanything,weunderplayedthestory.”isReporter-Researcher_BrigidO’Hara-Forstercheckedthemanu-script’sindependentlyverifiabledata.ExecutiveEditorRonaldKriss,whohashadamajorroleinpreparingnearlyalltherecentbookexcerptsthathaveappearedinTIME,includingthosefromthememoirsofHenryKis-singerandJimmyCarter,supervisedtheHaigproject.SaysKriss:“ItispracticallyunprecedentedforaformermajormemberofanAdministrationtopublishacon-eetroversialbookabouthisexperienceswhilethatAdministrationisstillinpower.Thataddsanadditionallevelofnewsworthi-nesstothecontentsofthebook.”QLnegere,IndexCover:IllustrationbyEraldoCarugati40Cover:Inthefirstoftwoexcerptsfromhismemoirs,HaigtellshowhedecidedtogettoughwiththeSoviets,particularlyinCentralAmerica,andofthebureaucraticbattlesthatputhimatoddswithReagan’smen.SeeSPECIALSECTION.12Nation:Meeseseeksaprobeofhisaffairs,ashisconfirmationforAttorneyGeneralgoesonhold.»ASenatevotetopermitschoolprayerfails.»OnceagainMondaleistheDemocraticcandidatetobeat.»CriticszaptheStarWarsdefense.22World:Aftertwomonthsofacrimoniouscampaigning,Salva-doransmakeacrucialchoice,»Inexclusiveinterviews,Jordan’sKingHusseinandSyr-ia’sPresidentAssadblastUS.policy.>ReaganwelcomesaSocialistfriend.646566ComputersVideoEarlyresultsontwoNewYork,Newnewmachines:Ap-York,thetownanditsple’sMacintoshgetswomenaregettingaofftoaspeedystart,spunky,sassyimagebutIBM'sPCjrhaswithacosmopolitanLawBookiesinLasVegasmakeacontro-versialfederaljudgeaslightunderdoginhistrialonchargesofbribery.troubles.quartetofCBSshows.|828705BooksBehaviorTwoAmericansculp-FivefirstnovelistsWomen,copingwithrangeeffortlesslyfrom17thcenturyParistopresent-dayPhiladelphiainartful,amusingdebuts.jobpressuresandproblemsofselfesteem,areturningtococaineinrapidlyincreasingnumbers,tors,NancyGravesandJamesSurls,offerintense,vibrantinterpretationsofthenaturalworld.687077SportEconomy&BusinessPressThespring-trainingFastergrowthsetsoffCharlesKuralt,thesceneincludesanfearsabouthigherin-laureateofthecom-oldtimerwithanewterestrates.»Open-monman,isOntheteam,ahero’ssoningthedoortomoreRoadagainforanewandalefthandedChinatrade.>JusticeCBSseriesshowcasingthirdbaseman.approvesasteeldeal.authenticAmericana88904LettersTheaterEducation67PeopleFamilycrisesandpo-Purveyorsofphony69Livingliticalscandalaredegreesareflourish-87MilestonesamongthetopicsofingintheUS.in89Cinemaspiteofafour-yeareffortbytheFBItocrackdownninenewplaysattheHumanaFestivalinLouisville.|SSN0040-781X)ispublishedweeklyatthesubscriptionpriceof$46peryear,byTimeInc,,3435WilshireBlvd,LosAngeles,CA90010.TimeInc.principaloffice:RockefellerCenter,TIME(13SO90.4,RichardMunro,President;ThayerBigelow,Treasurer,Charles8.Bear,Sccrotary.SecondclasspostagepaidatLosAngeles,CA,andatadditionalmailingoffices.VolNewYorksIN'o84Timeinc.Allrightsreserved.Reproductioninwholeorinpartwithoutwrittenpermissionisprohibited.TIMEandtheRedBorderDesignareprotectedthroughtrademark123NO:AfntheUnitedStatesandintheforeigncountrieswhereTIMEmagazinecirculates,POSTMASTER:SendaddresschangestoTIME,Time&LifeBuilding,541.N.FairbanksCourt,|roster60611.firstcommercialsystemstoemployar-68DBUSINESSWEEK/MARCH19,1984INFORMATIONPROCESSINGaes1
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v8élAtthispoint,somethreemonthsintothenewyear,youmaybeforgivenifyouarealreadysickofreadingstorieswith“1984”intheheadline—storiesabouthownearwearetoGeorgeOrwell's“vision’...storiesdecryingthecomputerage.Theyearishereatlast,oneistemptedtosay,Solet'sgetonwithitandletthenovelrest.Ormell’sperceptivebookwas,afterall,anallegoryaboutthedangersofbig,intrusivegovernment.Itwasnotaprediction.Itwasnotanexaminationofscienceandtechnology.WhilethestridessocietyhasmadesinceOrwell'sdayinelectronics,communication,andcomputer-izationcouldtheoreticallyputpowerfulweaponsinthehandsofanoppressor,theyhaveinrealityputpowerfultoolsinthehandsoftheaveragecitizenSowe'dliketostand“1984”onitsheadforamomentandexaminenottheoppressivenessofBigBrother,buttheusefulnessofLittleComputerastheyearhasarrived.Wecitesomeexamplesfromourbusiness.Norway:It'slateatnight.Amotoristislowongasoline.Hisstation,operatedbyMobil'sNorwegianaffiliate,appearsclosed...butisit?Eventhoughthestaffhasgonehome,hecangetgasolinebyinsertinghisbankdebitcard(orcashcard)inacomputerterminal.Hegetsgasolineinmuchthesamewayhecangetcastafterhoursfromhisbank.Australia:AcustomerneedingasparepartcangettattheMobilOilAustraliaHandyMartashestopsforgasoline.Thedealer,asmallbusinessman,canaffordthewide-ranginginventoryrequiredforthisbusinessbecauseofhelpfromcomputerization.Hisinventoryinforma-tionisfedintoasmallhand-heldpadwhenthesalesmanvisits.Thesalesmancallsatelephonenumber,letsthepad“speak’intothephonetothecomputer,andin24hoursthedealerisrestocked.Belgium:Amotoristpullsuptothepumps,putsa500-francnote(about$9)intotheterminal,getshergasoline,andpullsaway.Asecondmotoristusesabankdebitcard.Therearenoemployeesatallhere,andastationatthislocationmightnotbeeconomicwereitnotforthefactthatitcanberunfromanofficeinAntwerp,manymilesaway.TheU.S.:Thecustomerdoesn'thaveenoughcashinherpursetocoverboththegasolineandthegroceriessheintendstobuy.Acomputerizednetworknowbeinginstalledin2,400Mobil-brandedstationswillsoongivehertheoptionofpayingforpurchasesnotonlywithaMasterCard,Visa,orMobilcreditcard,butwithabankdebitcardaswell.Whichevershechooses,theauthorizationwillbeimmediateandthepaperworkwillbecompletedinthecomputerterminal.Thenewcomputerizedsystemwillcutdownonbusinesscosts—suchasoperat-ingexpenses,fraudlosses,andrecord-keeping—anditsavestimeandcreatesmoreconveniencesforthecustomer.Theseglimpsesfromaroundtheworldtakedifferentformsbecauselaws,customs,andbusinessconditionsdifferfromcountrytocountry.ButfromJapantoScandinavia,andfromNewYorktoLosAngeles,thecomputer,thecustomer,andtheservicestationarecomingtogetherinnewandexcitingwaysthatbenefitbothbusinessandconsumer.Andit'shappeningin1984.Mobil©1984MobilCorporationream04arenFounders:BRITONHADDEN18561929HENRYRLUCE1886-1967Editor-in-Chief:HenyAnatoleGrunwaldPresident:JchardMunro‘ChairmanoftheBoard:RalphP.DavidsonCorporateEditor:JasonMcManusExecutiveVicePresident:KelsoSuttonSeniorVicePresidents,Magazines:PhilpG.Howlett,ame§0,HeyworthMANAGINGEDITOR:RayCaveEXECUTIVEEDITORS:EdwardL.Jamioson,RonaldKrissASSISTANTMANAGINGEDITORS:WallerBingham,RichardDunean,JohnElsonINTERNATIONALEDITOR:KarstenPrager‘SENIOREDITORS:DavidBrand,MarthaM.Duffy,WiliamF.Ewald,JoséM.FereI),Sielamkaner,DonatMonson,HeyMole,ChstopterPorter,StephenSmithGeorgeTaARTDIRECTOR:RussiHoglundCHIEFOFRESEARCH:LeahSharksGordonOPERATIONSDIRECTOR:Gérard.LeitePICTUREEDITOR:fcldH,Drain,SENIORWRITERS:Gecrge|Church,GeraldCle,MichelDemarest,itoFischFredericGolden,PaulGray,RobertHughes,TE.Kalem,EdMagnuson,LanceMorrow,Freder-ickPanton,RogerRosenbat,R.2.Sheppard,WiliamE.Smith,FrankTippettASSOCIATEEDITORS:CharlesP.Alexander,KurtAndersen,PatriaBlake,TomCalls-han,chardCorliss,SpencerDavison,JohnS,Deo,WiliamRDoerner,JohnGreenwald,WarAenRssHvWalesasonGregaes,Maguose,anestel,JohnKohan,lhLeo,JohnNilsen,RichaidN,Osting,SueRalety,1.0,Reed,Georgefuse,Alera’LayoI,EanThomas,MarisPurdyVega,ClauiiaWali,Michaelis‘STAFFWRITERS:KennethW.Banta,JaniceCastro,HunterR.Clark,PhilipElmer-DeWitt,GuyD,Garcia,ydCaioPicoWer,‘JacobV.LamarElieMcGrath,Sar3.C.Medina.Jay.Pamer,MichaeS.SerAlessandraStaley,RiharoStengel,SusanTit,ArastasiaTou:fexis,LoulsaWirtRichardZoginCONTRIBUTORS:JayCocks,ThomasGriffith,CharlesKrauthammer,MelvinMonde:(apeThKennethM.Pierce,RichardSchickel,MimiSheraton,’JohnSkow,WollonchanREPORTER-RESEARCHERS:RoscmaryByrnes,UrsulaNadssdydeGallo,BollySat-‘eweSuter(eprintHeady:AueaPepButaneHedCase,OFcaGate,HaeBa,Georglan,meHipsHanyNewman,enein‘North,SusanM.Reed,VictoriaSalds,Zonacats,‘SusanneWashburn,RosemarieTaurisZa-ikov(SenerSillyPeterAinsle,BerardBouma,RichardBros,robertCarpenter,ValeniceCastronovo,HelenSenDoyle,RossmanDraperKatynJacksonaon,‘MaryAnnFrench,CassieT.Furgurson,JohnEdwardGallagher,CristinaGarcia,NelidaGonza-{ez-Alfonso,RobertT.Grieves,MichaelPHaris,StephenKoepp,JofnnLar,JudithL.Mats,NaushadS.Mehta,KatherineMihok,LawrenceMondi,JamieMurphy,AdrianneJuciusNavon,BrigidO'Hara-Forster,JohnPoohoretz,JudithB.Prowda,BaryRene,AltredaJ.Robertson,EtabethRudulph,AlainL.SandersMarionH,Sanders,Dam,Thigpen,WiliamTyo,SineyUruhar,JaneVanTassel,LindaYoungADMINISTRATION:MartinJ.Gardner,CharlotteJ.Quiggle,DonaldSweetHeerONOENTS:tardDuncan(Ciel):DearFacer,EdwardddjamMader(Deputies)WashingtonContributingEditor:thSitmaCorrespondent:StrobeTalbott=Bae‘SeniorCorrespondents:RuthMetrtensGain,WiliamRademacher,SandySmith,Pe-ferStolr,FrederickUngsheverWashington:Roberterin,BruceWNelo,SmAs,Laer|Saxe,DovBackvith,cielGite,JySenegan,DougasBrew,AmeConstable,PateleDelaney,10sGoce,erryHani,NeMate,JotanraMeéory,RossH.Muro,CvstoprHedman,BurrettSeaman,WiliamStewart,BrucevanVoorst,GregoryH.WierzynishiNewYork:JohnFStacks,JonathanBeaty,Dorothy.FemaMarciaGauger,BarryKalb,TimothyLough-fan,ThomasMeCarolJaniceC.Simpson,ElzabethTayo,Jack©,White,RamZagorinBoston:RichardHornik,JoelleAttinger,JamosBellAtlanta:Josephtl.Boyce,B..Pi‘ips,John.YangHouston:DavidS,JacksonChicago:ChristopherOgden.J.MalesshLeeGiggs,DonVinbushDetroft:Paulf.Witteran,Barbar.DolRbert,WurmstedtSanFrancisco:MichaelMoritz,DickThompsonLosAngeles:Benja-{hinW.Cate,StevenHolmes,JosephJ.Kane,MelissaLudtke,RichardWoodbury,DemseorEurope:LomencetainLondon:SonrieAngelo,MaryConn,ArturWhiteParsdanBotant,WiliamBlaylock,ThomasA,SantonBenn:CayeeEasternEurophnMoodyRome:WiltonWynn,RobertoSuroJerusalem:HartyKelly,DavidHalevyMiJoinBorelBahrain:BaryHilnbrindMoscow:Erik‘AitieatolHongKong:SandraBurton,Bing.VongBangkok:JanesVaiverthPewrDagAmatNalrobiJamesWideJohannesburgtaCrkNewDelDeenBesTokyo:Canena,ChgMelbourne:lonumnCanada,callEuOpieRiedeJaneiro:GainScoMexicoCitysDavidDeVoss,Fia"d0‘aGaribbeansitionifevite,SrnadDetersNewsDesk:SuzanneDavis,TamMartinidesGray,SusanLynd,DavidRichardson,JeanR.White,arturoVez,AlisonFrance,lanceHolyAnnDuryWeitrationEmilyFriedrich,LindaD.VartoogianuOryes‘ART:gellms,reneRamp(DeputyDieters);ArturoCazeneue,RenéeKlin,Leonard§evnAntony1.Lb,WilomSereractaGnosoehihn,taeote,Jonieessaoseraryrar,Dua.Chapman(ayer:MetalsKaarasLayout:BurrHargolnala(hie)ohmFDoi,JOM.Gels(Deputies,JosephAslaender,SteveConley,DaudDrphin,GrrlDunham,MavsRamanKenethSith,BSbaraWienMapsandCharts:Pou).Pugliese,€:NoelMaCoy,tinoTel,Deborajal‘SpecialProjects:TomBenthowskiPHOTOGRAPHY:MicheleStephenson,SusanJonas(putstots,Helen{senberg(Adminstration)Researchers:EvalynHernyhenargLBoel,AareCola,Martha:Haymaker,PaulaHornakPeterJKelnerRoseKeyserSusanombard,EvaMuttes,TulaRher,CarlSane,HicySthAsbert&Sieversvesore,MY[shoPhotographers:EdeAdsWaileremt,SamDobery,ualrey,INGrace,DirckHalsteadPeteJordan,DavidHurieKennel,Nedeter,BenMartinMarkMeY-£1,RalphMorse,CarlMydans,StephenNorthup,BillPierce,DavidRubinger,TedThal,DianaWaker,JohnZimermanMAKEUP:CharlesP.Jackson(Chief);EugeneF.intticrdSchulmanMAKEN:Cesk;EugeneF.Coyle(international);LeonaOPERATIONS:SueAtkin(DeputyDirectorSusanL,Blair(CopyChief);StephenF.Demeter(SystrsManage)LeeSpas(PotuctonCheeaseCorrihneFoul,JosephJ.Salt(Deputies):TiengBaChuongGaryDeaton,SueRoman,L,RUMArmstrong,ShilyZimmerman(Supernsar)FrancesBaer,MasiaBknon,MafeineBaler,fenClayKeeCali,Heelao,onOa‘ynHannon,GarryHeare,uthKales,TheresaKeliherCaveKroph,Agitinmboy,Jea0-eeLayeeieeneFeatchetGailMusic,MariaA.Paul,AlmaRouteleganRutherlord,MarciaSchlafmitz,JuliaShaw,CraigSturgi:ifte,Jing,Neenes‘tz,JuliaShaw,CraigSturgis,WalterJ.TateLETTERS:JonD.Walsh(ChiEDITORIALSERVICES:tan,AlexStag,EhzabethG.YoungPUBLISHER:JoinA.MeyersGeneralManager:MichoelJ.KlingensmithPublicAffairsDirector:RobertO.SweeneyPromotionDirector:GeorgeP.BeigerCirculationDirector:Eric6.ThorsenBusinessManiager:ArturG,SachsASSOCIATEPUBLISHER-ADVERTISINGSALESDIRECTOR:U.S.AdvertisingSalesDirector:JohnJCrowleyJ.AssociateU.S.Adv.SalesDirector:CharlesD.HoganbelF.Kouri(Deputy)inaWalford(Director);HerbertG,Orth,BenjaminLight-TIME,APRIL2,1984ComputersThePeanutMeetstheMachenIBMintroducedthePCjrlastfall,itseemedtomanyindustryob-serversthatthepersonal-computergamewasover.Initialbuyerinterestinthe$1,269machinewassofeverishthatsalesofcompetingmodelsslumpedmonthsbe-foretheso-calledPeanutarrivedatretailstores.ManydealersfelttheywouldbesellingPCjrsasfastasIBMcouldturnthemout.“Themarketisvotingwithdol-lars,”saidDavidWagmanofSoftsel,thecountry’slargestindependentsoftwaredistributor.“Andit’ssaying,‘IBMwillbeourstandard.’”Nowthosepredictionsappeartohavebeentoosunny.AlthoughIBMexpectstoshipmorethanthreetimesasmanyper-sonalcomputersthisyear(anestimated2million)asitdidin1983,manyofthe1,400dealerswhocarrythenewPCjrhaveyettoselleventheirinitial25-ma-chineallotments.“Inventoryisbeginningtopileup,”saysAlexanderStein,anana-lystwithDataquest,aCaliforniaresearchfirm.SaysoneNewYorkCitydealer:“ACabbagePatchdollitisn’t.”Moreover,AppleComputer,whichhasbeensiphoningcustomersfromJu-niorwithpricecutsonits$1,395AppleIle,hascapturedtheimaginationofmuchoftheindustrywithitstwo-month-old$2,495Macintoshcomputer.SincetheMacdoesnotadheretoIBM’sprogram-mingspecifications,itssuccessdirectlychallengesthestandardssetbytheflag-shipofIBM’spersonal-computerline,thevenerableandhighlypopularIBMPC.ThosestandardsarepartofJunior’soblem.IBMmadethePCjrpartlycom-atiblewiththePC,whichmeansthe|'smaltetmachinecanrunsomeprogramsNewentriesfromIBMandApplebattleforattentionwrittenforthePC,ButIBMengineersdidnotmakeitcompatibleenough.InternaldifferencespreventthePCjrfromusingmorethan50%ofthePC’srichlibraryofsoftware.Amongthesupplementsitcan-notaccommodatearesuchmarketfavor-itesasthebestsellingbusinessprogramLotus1-2-3.“Whenaconsumerwalksinthedoor,heisundertheimpressionthatthePCjrwillrunmostoftheIBMsoft-ware,”saysLeonWilson,generalmanag-erofChicago’sComputerWorldstores.“Thatimpressionisincorrect.”TheJunior’sotherproblemsaremorevisible.Dealersandusersalikecomplainaboutitstoylikeappearance,itsChiclet-shapedkeys,thebuilt-indesignbarriersthatmakeitdifficulttoexpandthema-chine’smemoryorattachextradiscdrives.Butitsbiggestdrawbackhasbeenprice.Inthemarketforhomecomputers,wheremostmachinessellforunder$300,eventhestripped-down$669versionofthePCjrseemsoverpriced.“Foritslevelofperformance,”saysWilliamBowman,chairmanofSpinnaker,aleadingsoft-warepublisher,“itissimplythemostex-pensivemachineonthemarket.”Al-thoughtheMacintoshwasactuallyaimedtocompetewiththebiggerIBMPC,thepricedifferencebetweenMacandthePeanutshrinkstoabout$300whenthecostsofIBM’scolormonitor,joystickandsoftwareprogramsareaddedon.TheMacintoshhasnotonlyreceivedconsumeracceptance,ithasevengener-atedexcitement.“I’veneverseenany-thinglikeit,”saysoneManhattandealerwhosoldfourMacsthefirstdayandhasbackordersforanother80.“Wecan’tgetTa01Oys“ONTINIEHSOINOYRONYAIDSYSVINOINAeSTAVESRegister,managerof-acomputerstoreinApex,N.C.Apple’sengineers,whode-cidednottomaketheirmachinecompati-blewithIBM’sPCortheirownAppleIIline,wereabletotakeadvantageofthein-creasedpowerofthelatestgenerationofsiliconchipsandnewsoftwarethathasmadetheMacintoshattractivetocom-puternovices.“OnceIsawtheMacintoshIknewIwantedit,”saysRichardPe-troca,acivilengineerfromLongIslandwhousesthemachineforlettersandbusi-nessreports.“It’seasytouse,andit’sfast.”Themachinehasevencaughtthefan-cyofsomeFortune500companies,amar-ketApplehadtemporarilyabandonedtoIBM’smoreseasoneddirect-salesforce.TheaccountingfirmofPeat,Marwick,Mitchell&Co.hasordered3,500Macin-toshesforuseinits200officesaroundthecountry.LaterthismonthBusinessland,acomputerdistributorthathadpreviouslyconcentratedonIBMmachines,willaddMactoitsproductline.Twoothernation-alretailchains,ComputerLandandSears,arereportedtobeeyeingthenewApple.ShouldMacmakeinroadsinthecor-poratemarket,1984salescouldreach500,000.Thisassumes,however,thatde-laysdonotoccurintheshipmentsofcom-ponentparts,especiallythenextgenera-tionoflarger-capacitymemorychips.tisalwaysdangeroustosecond-guessIBM,andnobodyisabouttowriteoffthePCjr.IBMhasjustbeguntorolloutthePeanut’sestimated$40millionadver-tisingandpromotionbudget,anditmayyetcorrectsomeofthemachine’sdefi-ciencies.SaysBillWallace,co-presidentoftheDallas-basedCompcocomputer-storechain:“IBMwilldowhateverfinetuningithastodotomakeitsproductvia-ble.”Infact,saysUlricWeil,acomputeranalystatMorganStanley,IBMcouldsellasmanyashalfmillionPCjrsbyyear’sendifitcutsitspricebyatleast15%.WarnsWeil:“It’sprematuretoeulogizetheJunior.Conventionalwisdommaintainsthatcomputerbuyerscarelessabouttechnicalachievementthanaboutsuchfactorsascontinuity,compatibilityandcustomersupport,primevirtuesofIBM.Inthevola-tilecomputerbusiness,however,historyhasshownthatsignificanttechnicalachievementscanattractconsumersawayfromthemostdeeplyentrenchedstan-dards.Twoexamples:inthemid-1960stheminicomputersemergedandcapturedasizableportionofthemarketoncedomi-natedbybigmainframecomputers;inthelate1970smicrocomputerstookbusinessawayfrombothmainframesandminis.‘NowApple’sMacintoshmaybeprovidinganotherexampleofdubiousconventionalwisdom.—ByPhilipElmer-DeWitt.ReportedbyThomasMcCarroll/NewYorkandMichaelMoritz/SanFrancisco=APRIL2,198465
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APRIL1984$3.00iepoes78Mrs.SqueersandMrs.CrummlesinNich-olasNickleby).KayeplaysMamawithAllie(JaneCurtin)andmoe|FYgMelfbass,||{a<ate(SusanSaintJames)makeawitty,distaffoddcoupleOntheTownontheTubeFourCBSshowsfeaturesassy,LTVmythology,NewYorkisSinCity:screensandlarcenyintheheart.AndNewYorkCitywomen?Talkaboutpushy.TakeRhoda.Please.ShewasmeanttobethequintessentialNewYork|woman,andshestoodoutlikeakosherpickleonMinneapoliswhitebread.Inthelandofsitcoms,NewYorkhasrarelybeenalaughingmatter.Infact,therehasnotbeenasuccessfulsitcomsetintheBigApplesinceTaxidroveontothescreenin|1978,andwiththeexceptionofRhodanosinglewomanhasfoundahometheresinceMarloThomasperkilyimpersonat-edThatGirl.Butthatwasyesterday.NowCBSisbusilyrefurbishingtheimageofthecityanditsinhabitants.Fourofthenetwork’scurrentshowsrevolvearoundstreet-smartNewYorkwom-en,allbutoneofthemsingle,andnoneaditsyingénue.Cagney&Lac-eyandthenewestshow,Kate&Allie,featurepairsoffemalebuddiestryingtocope;MamaMaloneandSuzannePleshetteIsMaggieBriggsshowcase|brassyandboisterouswomenwhocannothelpstirringuptrouble.Forthepast15years,MaggieBriggshaschasedsirensasahard-boiledreporterforthemythicalNewYorkExaminer.Butsheandherbeefysidekick,playedwithvulgarcharmbyKennethMcMillan,have|beenluredintothenewspaper’srevampedModernLivingsection,homeforstoriesaboutboutiquesandMexicanrestaurants.“Walter,”sherecalls,“Isawmyfirstdeadbodywithyou.”RepliesWalter:“Good|timescan’tlastforever,kid.”The|sassyandseasonedPleshettecoulddocredittoanytownandrole,butof66garbageonthestreets,pornoonthe|alltheshow’sfixturesonlysheseemsLacey(T3streetwisewomen|ernewsroomhasuntimelybeenrippedfromTheFrontPage,thenewsismoresuitedtoPoughkeepsiethanManhattan,andtheotherreportersaretooblatantevenforjournalists.MamaMaloneisasproficientatmak-ingpastaasMaggieisatconcoctingsto-ries.ThevoluminousstarrunsaTVcook-ingshowfromthekitchenofherwalk-upapartmentinBrooklyn.Whenshebrays,“We'llberightback,”theactualshowalsobreaksforacommercial.Butthe|spiceofthedeviceissoonoverwhelmedbyMama’sovercookedmaterial.Thefail-ureisnotthefaultofLilaKaye,lateoftheRoyalShakespeareCompany(shewasDaly)andCagney(SharonGlwearI'lltakeyaouttathegame.”manicélan,butsheisgivingflesh—kilosofit—toanethnicstereotypethatshouldhavegoneoutwiththeorgangrinderandhismonkey.AlthoughthemostauthenticNewYorktouchaboutCagney&Laceyisthelatter’sBronxaccent(“IswearI'lltakeyaouttathegame”),therelationshipbe-tweentheleadsiscannyandconvincing.Thepairdoabalancingact:Cagneyishardbittenontheoutside,asofttouchunderneath;Lacey,playedwithsubtletyandwarmthbyTyneDaly,ismotherlyinmannerbutroughwiththe“poipa-traters.”Theoriginalshowwascanceledlastspring,butCBSdecidedtobringitbacktolifeinpartbecauseofadelugeofprotestmailfromviewerswhorespondedtostrong,intelligentfe-malecharacters.gThoseviewersshouldbedelightedbyKateandAllie.Theshow,starringJaneCurtinofSaturdayNightLiveandSusanSaintJames(McMillanandWife;TheNameoftheGame),isawittyrein-terpretationofTheOddCouple,plusthreechil-§dren.Bothwomenareun-abashedlyintheir30s,|divorcedandskeptical/aboutthematinggame.IfPleshetteMaryTylerMooredevel-opedasplitpersonality,hertwohalvescouldbespunoffasKateandAllie.Playedinwound-uppreppiestylebyCurtin,Allieisthekindofroommate,whomakesmeatloafwhilewearing=pearls.Kate,alow-keytomboy,triestounstarchAlliebytakinghercamp-ing:“Comeon,I'llteachyoutomakeafirebyrubbingtwocreditcardsto-gether.”Bothwomenareruthlesslyverbalandseemactuallytohavereadbooks.Althoughthereisnoth-ingovertlyurbanabouttheshow,theclippedbackchatmakesitthemostcosmopolitanofthemallandinfacttheonlyonethatisentirelyfilmedin|Manhattan,|CBSisobviouslyhopingthattheseup-scalecomedieswillattractup-scaleviewers,belovedofadvertisers.Troniesareobvious:oncethenetworkthatofferedahavenforcountrifiedfarelikeGreenAcresandTheBeverlyHillbillies,CBShasslowlybeenre-gentrifyingitself.WiththreemorepilotssetinNewYorkontheway,itseemsreadytomarchtoadifferentanthem:“Mylittletownblues/aremeltingaway,/llmakeabraninewstartofit/inoldNewYork.CBsandManhattanmayseemlikeanotheroddcoupling,butgiventheinfluxofnewshows,itjustmight’lake.—ByRichardStengelTIME,APRIL2,198404°|478|20,08748mericaisonceagainbecominganationofrisk-takers,andthewaywedopusinesswillneverhethesame....
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APRIL1984CONTENTS‘JohnLopinotDonEstridgeofIBMhasdiscoveredthevirtueofentrepreneurism.64INC.’sfifthanniversaryissuecelebratesanewage.61NubarAlexanianFKennethIversonofNucor:oneofthemenwhomadeadifference.87FYIRediscoveringenterprise11LettersAdviceonliabilitylitigation;prosandcons(ultants);auditingtheaccountingarticle19FacetofaceIRScommissionerRoscoeL.Egger27People&innovationsMade-to-ordermansions;livingoffthefadoftheland;worker-ownedco-ops;ifyoucouldbeeithersmartorlucky...;flyingeconomyclass;ratingthebosses;McPawnbroker37News&trendsKeepingelectronicmailprivate;advertisingthatreallytakesoff;thewagesoffear;backyardbroadcasting;thegenescreenTheAgeoftheEntrepreneur61Yourworldwillnever64LetathousandflowersbloomSomeofAmerica’sbiggestcorporationsarediscoveringthattheirfuturemaydependonthinkingsmall.81ProphetsofthenewageStevenJobsofAppleComputer,missionaryofmicros;F.KennethIversonofNucor,manofsteel;ThomasF.CarterofCarterElectronics,callingforcompetition;FredSmithofFederalExpress,hedidn’tgetthereovernight;BillNourseofBrookmeadeHardware&Supply,thenutsandboltsofpolitics93NewmoneyStart-upsinsearchofcapitalarefindinganewkindofinvestor—adventurecapitalists:successfulex-entrepreneurswhocontributethemselvesaswellastheirmoney.INC.InterviewwithAllanKennedy106EveryemployeeanentrepreneurAmericaisbecominganationofrisk-takers,andthewaywedobusinesswillneverbethesame.121ThepassionofRobertSwiggettSeventeenyearsago,thepresidentofasmallelectronicscompanylookedatthebusinesshehadbuilt,andrealizedthatithadturnedhostileandthreatening.Inordertochangeit,hehadtoinventanewkindofcorporationCOPYRIGHT@1984BYINO.PUBLISHINGCORPORATIONAllrighcsreserved.INC.ispublishedmonthlybyIne,PublishingCorporation.ISSN0162-8968,EditorialandChitexecutiveofficesat38CommercialWharf,Boston,MA02110.BernardA.Goldhirsh,ChairmananOperatingOfficer,WilliamC.Taylor,Vice-PresidentofCirculatio12issues$24.Forms3579andallsubscriptioncorrespondeisixweeksforchangeofaddress,Includeyouroldaddressaswell251s.,andatadditionalmailingoffices.Materialinthispublicatio:yedtoPermissionsCoordinator,iNC.,38CommercialWharf,Boston,MA02110.Ine.saregisteredtrademarkofInc.PublishingcorporationPossessiorBoston,M.shouldbedishouldbeaddressedtoINC.M.andencloseifpossibleanadd‘maynotbestoredorreproduceJohnW.Carlson,Treasurer;JohnJ.Reardon,Controlle:538,efExecutiveOfficer;NeilR.Goldhirsh,PresidentandCheifSubscriptionrateforU.S.andjoulder,CO80322.Pleaseallowatntissue.)Second-classpostagepaidatutpermission.Requestsforpermission2INC./APRIL1984
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Quality.It’sasimportantindiamondsasinanythingelseyouown.It'sespeciallyimportantinadiamondofacaratormore.Extraordinary,Oneofnature'smostperfectgifts,It’sSpectacular.Impressive.Andrare,Craftedbyamastercutter,ithasexceptionalclarityandcolor,Yourjeweleristheexpertwherediamondsareconcerned,Hecanshowyou.diamondsofacaratormoreofsuchexceptionalqualityastopleaseeventhemostdiscriminatingtastes,Sincethisisn’tthekindofpurchaseyoumakeeverydaywe'vePreparedaninformativebrochuretohelpyoulmaketherightdecision.Givehertheultimate,AqualitydiamondofaCaratormore.AdiamondisforeverDept.C,1345AvenueOftheAmericas,N¥,NY10105.CircleNo.358onReaderServiceCard.itydiecarats,Theviaqualitydiamondof2caraAiiescn$2.00toDiamondInformationCenter,‘orvo)
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Sometimespeopleclamupwhentheyneedtospeakup.Ithappenstoallofus.Wefindourselvesunabletospeakupwhenwereallyneedto.Andwedon'talwaysknowwhy.Butwhateverthereason,weneednotjustacceptit—notwhenitcankeepusfromreachingthelevelsofachievementandsatisfactionthatwereallywantinlife.Actually,it'seasierthanmostpeopleimaginetodeveloptheconfidence,theskilltospeakupattherighttimeintherightway.That'swhatthousandsofmenandwomenlearneveryyearintheDaleCarnegieCourse”Theydiscoverfirst-handtheexcitingrewardsofcommunicatingmoreeffectivelywithothers...atwork,athome,ineveryaspectofdailyliving.TheCoursehelpsthemimprovetheirabilitytoorganizetheirthoughts,tomaketheirpointquicklyandconcisely,tospeakclearlyandconvincinglyincrisp,naturallanguageTheylearnhowtoattracttheimmediateattentionoflisteners,howtostimulatetheirgenuineinterest,whetherspeakingtoonepersonortoacrowd.Notonlydothesemenandwomendevelopamorepositiveimageofthemselves,buttheyalsoinspireotherstoviewtheminamorefavorablelight,withhigherregardandgreaterapproval.ManyCourseparticipantsquicklyreachnewlevelsofachievementandexperiencenewdimensionsoffulfillmentinlife.FindouthowtheDaleCarnegieCourse®canhelpyouachievemoreofthegoalsthatareimportanttoyou,moreofthesatisfactionyouwantinlife.Call800-231-5800toll-free.InTexascall800-392-2424.Orwritedirectlytotheaddressbelow.IeDALECARNEGIE&ASSOCIATES,INCSUITE544]@7047REGENCYSQUAREBLVD.©HOUSTON,TEXAS77036CircleNo.265onReaderServiceCard.yoo"?genttoraorFredSmith:F.KennethIverson:StevenJobs:BillNourse:FederalExpressNucorThomasCarter:AppleComputerBrookmeadeHardwareCarterElectronicsPROPHETSOFTHENEWAGEmagine,ifyoucan,whatyourworldwouldbelikewithoutFrederickW.Smith.WiththecreationofFederalExpressCorp.,Smithdidmorethanbuildhimselfa$1.2-billioncompany.More,too,thanforgethepathforwhathasbecomea$3-billionindustry.WhenSmithlaunchedFederalExpressinNashvillein1971,hechangedthewaywedobusinessforever.Smith,ofcourse,ishardlyalone.Iftherebesuchathingasanewentrepreneurialagebeingborn,itisthefruitofmanyindividualefforts,ofmenandwomenwiththecuriosity,determination,andpersistencetostrikeoutontheirown,tomeetthechallengesandtaketherisksthatleadtogrowth.Ahandfulofindividualsstandout,however.Theyhavebecometheiconsofthenewera:atrailblazerlikeFredSmith,whobothinspiredotherwould-bepioneersandenergizedtheventurecapitalmarkets;aninnovatorlikeF.KennethIverson,whorecreatedasmokestackindustryinanewhigh-technologymode;oradreamerlikeStevenJobs,emergingfromhisCupertino,Calif.,garageandintohistory.Butnotallofthemhavegoneontobuildempires.PoliticalactivistBillNoursestillrunsthefamilyhardwarestore.ThomasF.Carter,thefirstpersontochallengeAmericanTelephone&TelegraphCo.’smonopolyrightssuccessfully,isretiredtoday,andneverprofitedfromthetelecommunicationsrevolutionhelaunched.Butitisnotsuccessthatmakesthesefivestandout.Ratheritisthatallfiveweremenofvision,withtheimaginationtoforeseethecomingchangesandthecouragetoseethemthrough.|G,Borum,NubarAloxanian,Jot'NubarAloxanian,NubarAloxanianig!)INC./APRIL198481
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PhotographbyDianaWalker/TimemagazineSe!STEVENJOBSOFAPPLECOMPUTER:THEMISSIONARYOFMICROShelightsdiminJohnHancockHall.‘Asaslidetapesynchsin,themusic|beginstoswell:loud,raunchy,pulse-pumpingrockdressedinthethythmsoftheFlashdancesoundtrackandhammeredouttoaroomfulofearnestcomputerfreaksatabout70decibelsofpurethrob.“Ap-pul,”’wailsthesinger,hwhatafee-ling!”’Writhingintheirseats,membersofTheBostonComputerSocietystompandwhistleandbeattheirpalmslikeferventgroupiesataRollingStonesconcert.Asthetapetrailsoff,onealmostexpectsthemtoreachfortheirlightersandholduptinyflamesofawe.‘Thenthemusicfades;asinglespotlightpathesthestage.Outofthewingswalksatall,sharplydressedmanwhoseslimsil-houettesendsafreshrippleofelectricitythroughthecrowd.StevenJobs,29,co-founderandchairmanoftheboardofAp-JeComputerInc.,approachesthedaiswithasmallbeigecaseinhand.Inthecase,wytheaudiencewellknows,isaripenewMacintosh,AppleComputer's$15-mil-yonmarketingripostetoIBMCorp.'sboldacvasionofthe$2-billionhome-computerHsketworldwide.Takinganaggressivetancebehindthepodium,Jobssmiles,hisstanesuddenlyilluminatedonthegiantfaceprojectionscreenmountedbehindMeeForanyonefamiliarwiththeMacin-ansci-ficommercial—atake-offontosngeorwell’s1984thatreportedlycost$100(000—thereisanimmediateanddeli-visirony:InsteadofBigBrother's(readcomjlue’s)intimidatingvisagestaringBigMifromthewall,hereisSteveJobs'speginstospeakHeDesirearis1958,”Jobssolemnlyin-es,“andasmallcompanyhassucceed-Besperfectinganewtechnology.Itisedityxerography.IBMhastheopportuniCIacquirerightstothenewtechnologytrsicatsnotto.Thus,Xeroxisborn.”Laereadsonlikeahyped-upEdwardR.Irowdeliveringacondensedhistoryoft-chiptechnology:1968—DigitalOstmentCorp.introducesthefirstvia-anicomputer,andIBMdismissesthe1978—Applejumpsintothe‘computerfield,IBMignoresit;13|IBM.finallybringsoutitsownper-4]computer(hissesfromthebleach-sona!tdquicklydominatesthetradeaywuildingtohismainthrust—thatchrepresentsanewwaveofhomeJobscan'tresistPeiheposits,is‘thelastforceeinithemarkerplace:Theinforfreetmat;FightIBMtothelastbarerealetorsurrendertotheforcesofevildes!mat!unnews:B‘acinto'pardware—StevenJobsmay,infact,bethemicrocomputerindustry’sfirstrock’n’rollsuperstar.Wherehaveyougone,CaptainAmerica?TheperformancethisnightinBostonisvintageJobs:“insanelygreat,”ashelikestocallhisbelovedMac.Jobsdancesnim-blyfromabroadviewoftechnosocietytothetiniestspecsofMac’scircuitry.Attimescocky,atotherscaustic,hebragsandbullieshiswaythroughatwo-hourfloorshowfeaturingtheyoungteamofApplearchitects,who,withJobshimselfdoingthedownfieldblocking,madeanendrunaroundthecorporatebureaucracyandes-tablishedMac'sstrategicimportance.Asmuchasthesoulofthisnewmachinedominatesthediscussion,itisSteveJobshimselfwhocommandscenterstage—thesamepositionhehasheld,withvaryingdegreesofsuccessandtenacity,sinceAp-plefirstfelloutofthetreesevenyearsago.Jobs,infact,maybetheindustry'sfirstrock'n'rollsuperstar:the$200-millionvaledictorianofSiliconHighSchool'sorig-inalgraduatingclass.In1982,Timemaga-zinehailed“America’sRiskTakers”withacoverportraitshowingJobswithanar-row-shapedlaserbeamsplittinganappleonhishead.Gushedthenewsweekly,“[Jobs]practicallysinglehandedcreatedthepersonalcomputerindustry.”Maybetheydidn’tgetthemodifierright—andperhapstheirhistorywasabitfuzzy(theAltairmicrocomputerwasrolledoutasearlyas1974)—butatleastthemessagewassuccinct.Jobshadbecometheiconforawholegenerationofentrepreneurialwhizkids.PrettyheadystuffforaLosAl-tos,Calif.,nativeandReedCollegedrop-outwhohadwanderedbackfromIndiainthemid-'70smoreconversantinmeta-physicsthaninmicroprocessors.ButJobsalwayscouldtalk.BeforeheandpartnerStephenWozniakteamedupin1976toformtheirhome-computerga-rageband(Wozwiththetechnicalwizard-ry,Jobswiththegumptionandthega-rage),theirfirstinterestwasblueboxes—homemadeelectronictransmitterspopu-larinundergroundcirclesformakingtoll-freelong-distancetelephonecalls.Later,JobstalkedWilliamHewlett,ofHewlett-PackardCo.,intodonatingsomecompo-nentsforanearlyAppleprototype.Withthecompanystillverymuchinitsinfancy,JobsturnedhissilvertongueonsuchVal-leyheavyweightsasNolanBushnell(Jobs'sformerbossatAtariInc.),publicrelationsczarRegisMcKenna,andven-turecapitalistDonValentine.ValentinereportedlytookonelookatJobs’sbeardandbluejeansandaskedMcKenna,“Whydidyousendmethisrenegadefromthehumanrace?”FortunatelyforValentine,noonetalkedhimoutofbuyingin.WhereJobs’soratoryreallymadeadif-ference,though,wasinhisdeterminationtoputAppleonequalfootingwiththeestablishedgiants.Hewasabletocutcom-petitivepurchasingdeals,forinstance,thatweresimplyunheardoffora“whothey?”start-up.AndhepoundedawayatWozniaktodesignfeaturesintohisma-chinethatwouldattractcustomerswhohadaboutasmuchinnatefeelforcomput-ersastheydidforelectronaccelerators.Hedidn’twanthardwareforahandfulofvid-eo-gamejunkies;hewantedequipmentthatwouldarmthewholehome-computerrevolution.Applethusbecamethelittlecomputercompanythatthoughtlikeabigcomputercompany.AndJobsrosewithit:fromvice-presidentandboardmemberin1977todirectoroftheMacintoshtaskforceandchairmanoftheboardin‘81Morerecently,hehaspresidedoverthemergeroftheMacandLisadivisionsThequestionis,nowthatitisabig(lastyear'ssales:$983million)computercom-pany,whatdoesitthinklike?“WhenwefirststartedbuildingAppleIlsinmygarage,”JobssaidovercocktailsataBostonpressreception,“wewerein-volvedinaproductthatwasdesignedtobebuiltinagarage.WithMac,we'venowgotamachinethat'sdesignedtorollofftheproductionlineonceevery27seconds.That'snotjustaquantitativedifferenciit'saconceptualdifference.Wearemass-producingahighlyintricatemachinethatwethinkwilltakeitsplacebesidethetele-phoneasatruedesktopappliance.”FacilitatingApple'sconceptualshiftisanotherofJobs’spetprojects,a$20-mil-lionFreemont,Calif.,manufacturingplantcloselypatternedonJapaneseindus-trialmodelsandbuilt,henoteswithsomeirony,neartwoidleautomobileplants.“Wearelookingatwhatwillbea$40-billion[homecomputer]marketbytheendofthedecade,’Jobsadded.“Ihonest-lybelievethatoncethesmokeclears,onlytwocompanieswillbecompetingforthatmarket.Weexpecttobea$10-billionenti-tybythetimethathappen:Thosearegreatexpectations.Butheythekidtalksbig,—JosephP.KahnINC./APRIL198483
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TheMacThatReared@InlaunchingAppleComputer’snewmachine,theMac-intosh,ChairmanStevenJobswasfullofbravado:“Ifitfails,wedeservetofail”(FORTUNE,February20).Afteritsfirst100daysthe$2,495desktopcomputerlookslikeawinner.Applesaysithasshipped70,000Macssofar,20,000morethanitsgoal.WallStreetseemsimpressedwithMac’smo-mentumandwiththecompany’snewportableAppleIIc.Ap-plestock,whichfellmorethan$4ashareaftertheMacintoshintroductionto$23.125,recentlyadvancedtoabout$33.LearningteEducateAmerica@ForcingpublicschoolstocompeteforstudentsandprofitsisapossibleantidotetothesorrystateofAmerica’seduca-tionalsystemdescribedbyagovernment-sponsoredcom-missionlastyear(FORTUNE,September19,1983).Thecom-missionreportproddedbothbusinessandgovernment.Bell&HowellandITTarethinkingaboutopeningfor-profitpri-maryandsecondaryschools.CompaniesinLosAngeles,Dallas,andMemphisoffertutoringandsummerjobsaspartof‘adoptaschool”programs.Moststateshaveinstitutedreformsrangingfromlongerschoo!yearstostiffergradua-tionstandards.EducatingAmericain1984willcostthepub-lic$128billion,$7billionmorethanlastyear.ThTakesOff@Whenthemarketforsemiconductorsshort-circuited,TexasInstruments,theNo.1producerintheU.S.,swal-loweditsprideandreorganized(FORTUNE,August9,1982).Afteradevastatingyear(1983losses:$145.4mil-liononsalesof$4.6billion)thenew,decentralizedTIhas|turnedprofitable:first-quarterearningswere$79.8milliononrevenuesof$1.3billion.Almost$10millioninprofitscamefromunexpectedlyhighsalesofhomecomputers,abusinessthecompanywroteofflastfall.ThemarketforTI's64Kchipiscracklingagain,anditsdefenseelectron-icsbusinessisprospering.Mary,Mary,QuiteContrary@FORTUNEburrowedbehindthescenesatBendixtochroni-clethedoingsofVicePresidentMaryCunninghamandChiefExecutiveWilliamAgee,herboss,mentor,andeventualhusband(November3,1980;January11andOctober18,1982).AnyoneinterestedinmoreonMarycanreadherbookPowerplay:WhatReallyHappenedatBendix.AmongthetomatoesshehurlsisoneatFORTUNEfordevotingtoomuchofitsBendixcoveragetoher.Thebookissubjecttothesamecriticism.[tcoverseverythingfromherfirstbra(“IwasstillwearingaT-shirtattheendofseventhgrade”)|toherfirstkissfromAgee(“Howlovelyitfelt’),Maryintro-|ducesevidencegaloretoshowthatheraffairwithAgeebe-ganafter,repeatafter,sheleftBendix.—JaclynFiermanMAY28,1984FORTUNE9PhotographbyNubarAlexanian
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HINVYVEX"RICKJAMES"PHILCOLLINSandmore
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oa|GHFDRY|Bacardidarkrumisam*a:mellowtastingyetaedgksmoothandlight-bodied.AndbecauseBacardiittastesgreatunmixed,ittastesgreatlightrumwithcolasandothermixerstoo.hasasmooth,light,delicatetaste.Sipitwithsoda,waterorovericeandyou'llknowwhyBacardilightalsomakeslusciousdaiquiris,coladasandjuicedrinks.Soda,rocksornRaeardimakectttux
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ISSUE416:“ALLTHENEWSTHATFITS”FeaturesTHEPOLICE:ALONEATTHETOP.........................000017ByChristopherConnellyJn1983,theblondtrioearnedmillionsofdollarsfromtoursandrecordsales—andalmostunquestionedstatusastoday’best-lovedband.THE1983ROLLINGSTONEMUSICAWARDS...................18MichaelJacksonandthePolicesweeptheReaders’andCritics’Polls,andseventopartistssharetheirten-bestpicks.THEMYSTERIOUSDEATHOFMRS.JERRYLEELEWIS......22ByRichardBenCramer‘Nofoulplay’nastheofficialconclusionoftheinvestigation.ButmanyquestionsaboutherlastnightwiththeKillerremainunanswered.THEWHIZKIDSMEETDARTHVADER....................-...---36ByStevenLevyOnlytheMacintosh,Apple’newpersonalcomputer,canstopIBMfromdominatingtheindustry—lock,stockandmicroprocessor.NationalAffairsWALTERMONDALEDARESTOBECAUTIOUS..ByWilliamGreiderTheDemocraticfront-runnerisnotasbadassomethink;Americacouldgetthechancetoelectagenuineliberal.SportsRAIDERS38,REDSKINS9.......12ByVicZiegelTheSuperBon!doesstrangethingstopeople.JustlookatNorthandSouthKorea.RandomNotesBOBSEGER’SNIGHTMOVE......14ByChristopherConnellyAlso,StevieWonderplansthefirstOlympiadofMusic,andRaeDawnChongof‘QuestforFire’stakesoutheronnterritory.Plus,newsoncomedianStevenWright,thewild,wildworldofLionelRichie,theresultsoftheLucas-Spielbergcontestandmore.MusicTHERETURNOFTHECLASHByMichaelGoldbergJocStrummerdeployedhisnewforcesinSantaBarbaralastmonth:Itwasthepunksummerof'77alloveragain,THEGAPBANDFIGHTSFORSUCCESS..........................44ByMichaelGoldbergTheystartedoutasLeonRussellsbackupbandandwentonitosellmorethan4millionrecords.ButRonnie,CharlieandRobertWilsonhavehadtheirtroubles.RecordsJOHNLENNONANDYOKOONO.......................0...ByDonSheweyThoughitboastsnothingasgorgeousas“BeautifulBoy.”“MilkandHoney’offersenoughoffbeatmaterialtosatisfyavidJohnLennonfans.Alsoreviened:VanHalen,JohnTiavoltaandOliviaNewton-John,andothers.ObitKARENSILKWOOD:1946-1974ByVictorA.KovnerTenyearsaftertheactivistsdeath,theUS.SupremeCourthasturedherstruggleagainstthenuclear-powerindustryintoavictory..60DepartmentsLETTERS‘MRS.GIPPER’.6THECALENDAR46THECHART..CLASSIFIEDSCOVER:photographofthePolice(fromleft,StewartCopeland,StingandAndySummers)byDavidBailey,London,December1983.4:RottincStone,Marcu1,1984
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WHOELSE?~ARTISTOFTHEYEARROLLINGSTONESREADERS’POLL#ARTIST#|VIDEO("BEATIT”)#1SOULARTIST#|PRODUCER(QUNCYJONES)ROLLINGSTONESCRITICS’POLL#ARTIST#1VIDEO(“BILLIEJEAN’)MALEVOCALIST*#1SOULARTISTMICHAELJACKSON#1WITHEVERYONEONEPICBEGORIEANDCASSETTES.
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ProrocmpneyNicetDickson:ing.Hedidn'tspeakforaminute.Hiselbowstartedhammeringonthepaddedarmofthechair.|‘A:'llbehoneswithy’all,nowB'lieveitornot,JerryLeehard-Iyeventalkedtome...Iwasonlyuponcet,av,twicet,toHer-nando’...‘A:Idon’knowadamnthingaboutgamblin’machines.A:NowIdon’tknowshitaboutdrugs.Theycouldn’stackenoughmoneyinthisroomtomakemeputthatstuffinmybody.A:Youworkan’bustyourassandyoutrytobestraight,andwherethehelldoesitgetyou?ItgetsyouinadamnmagazinewiththisJerryLeeLewisshittofuckupyourwholedamnlife.Novwy’ailgoramarislifeinyourhands!I'llbehones’withy'allnow...INTERVIEW:ROGERJONES,COUNTYCORONERHETUCKEDATthewaistcarefully,toslidethesolidslabofhischestbehindaformicatableatColeman'sBarbecue;hefoldedbeforehimtwohandsthesizeofgooddiction-aries.“Themhandsforpullin’cowtits,”hesaid.Hewasn’talwaysacoroner.Hewas.adep-utysheriff.Meanttobesheriffsomeday,too.Q:Yousignedthedeathcertifi-cate,butyouneversawthebody?A:Well,inthiscase,anautopsywasperformedbyDr.JerryFrancisco.SoIjustputonthecertificate,“Seeautopsy.”A;See,whatIdo,normally,isIgetsixpeople,bring’emtowherethebody’sat.Weinvesti-gate....Nowstrangedeaths,youknow,twenty-five-,twenty-six-year-oldpeople,bruisesonthebody,somethinglikethar,that’salstranigedeath.‘Thete'snoreassonatwenty-five-,twenty-six-year-oldpersonshouldbedead.Butunlessyouhaveanautopsy,youcantdeterminenocauseofdeath...Thattakesthepressureoffaeverybody.A:Thedeathcertificatesigned,thatdon’tmeannothin’.Deathcertificatejustshowsthepeopledead.A:No,Ineverdoneitlikethisbefore.A:I’mstillinthedark.FarasIknow,therewastwopeoplethere—himandher.Yougottaaskhimorher.Hell,nowitnesses,nothin’.Yougottatakeamanathisword.A;Well,1askedBillBallard.Itol’him,Isaid,“Ican’signthedeathcertificatewithoutacoro-ner’sinquest.”SohecalleddowntoJackson,andhecallmeback,tol’me:“Here’showyoucoulddoit.Youjustsay,‘Seeautopsy’”Sothat’swhatIdid.A:No,Ididnitseeit.Tuesday,ItookthecertificateovertoBal-lard.Heshowedmesomepaper,showedmehewasgonnaclipittogether:Hesaid,"Youwantmetosenditforyou?”Isaid,"That'dbefine”J-W.WHITTENSQUEEZEDTHESLEEPFROMHISEYES.HESLOW-lyadjustedtotheafternoonsunlightfilteringintohisMemphishonse.Hislittledogsgreetedhim,yappingandlicking,climb-ingupthefrontofhisbathrobe.JW.saidhewantedthedogsnamesinthestory.TheyareNickieandKai.ThenJ.W.gotrighttobusiness:“Icanseehowherfamily'dbeconcerned.Butthey‘etryitttomakeJerryintosomekindofscapegoatorsomethin.Youknowtheyjustlikedthemoney.Someofthefamily’sconstantlypoppin’inandout.Onetimetheyallofemcamedownandtheywenttotheairport,calledup,andtheydidn’tevenhavenomoneytogethome.Itoldhim,Jerry,tellemaalltogetthehellout.YoumarriedShawn,notalltherestofem?“[e’smyopinionthisShelleycamearound,an’everytimeshe’dcomearound,she’dcausetrouble.Shewasconnivin’.She’dalwayshaveShawnofftotheside,talkin.Jerry’dthinktheyweretalkin’abouthim.I’dtellhim,‘ThoseYankeepeopleaintthesameasus.Theydontmeannothin’byit?...Butiitwasn'tforthefamily,noneofthiswouldaeverhappened.”JW.WhittenhasbeentakingcareoftheKiller’businessfortwelveyears.Hegotwithhimjustbyhangingaround,beingthebiggestJerryLeefanintown.J.W.likestotellhowheandhisdaddywereridinginapickup,downafarmroadofTen-nesseedirtonedayin1957,whentheradiostartedplaying“GreatBallsofFire.”J.W’sdaddytoldhim:“Now,son,there’s‘ShawntoldhersisterShelleyandhermother,JaniceKleinhans,thatshewasleavingJerryLeeassoonaspossible.yourrealtalent”JW.neverforgot.Now,JerryLeeishislife.Ontour200daysayear,it’sJerry,twenty-fourhoursaday.J.W.writesallthechecks.Hecon-fides,withsomethinglikepride,thatthefedsareplanningtoindicthim,alongwithJerry,onataxcharge.WhenJ.\W/talkedofShawn’death,hisstorywasJerry’,hisreactionswereJerry’,hisfeelings....“No,itwasreallyashock.But,youknowyoustumbleintothebathroom,youknow,takesomepills,i’easytomakeamis-take,Hell,ifyoudortknowwhatyouredoing...“No,theywerejusttalkin’,watchin’TV,Shewenttothebathroom.Shesaid,‘Itooksomesleepinpills’Hesaid,“Well,howmany?Youdidn’ttaketoomany,orI’mgonnacalltheambulance?Shesaid,‘No,itwasn'tthatmany?”“Peoplecomeouttohangthedrapes,wakehimup.Thar’swhenhetriedtowakeherupbecauseitwasherproject.That'sawoman’sjob.Henoticedherlipswereblue.Hecouldn'twakeher.Hesmashedthewallwithhishand.Cuthisthumb.That'swherethebloodcomefrom.Hewalkedherupanddownthe,hall,carryin’her,shakin’her.Finallylaidherontheotherbed.That'showshegottotheotherbed,see?Shehadthatgownon.CalledouttoLottie:‘Lottie,IcantgetShawnawake.Calltheambulance.’”LottiecalledJ..W,too.Hewasatthegateintwentyminutes.Acoupleofhourslater,SheriffSowellcalledhimintothehouse,toldhimabouttheautopsyplan.“No,Jerrypickedhim.JerrvwantedtheautopsyandhewanteditinMemphis.Hejustwantedthebest,andFranciscoisthebestinthispartofthecountry.Sure,itcostus.[cantellyou,$2800,butJerrywantedthebest.“Thesheriffs?Numberone,asfarasI’mconcerned.Theydidtheirjob,buttheywerevery,verynice.Veryunderstanding.Verysympathetic."Yeah,Igavethemoneyforthecampaign.Now,under-stand,now.Igavethosecontri-butions,butIdiditforJerry,ofcourse.ItwasjstmyconcernforJerry,livin’hereandwantin’thebestmanforsheriff.“Well,afriendofmineinMemphistoldmehewasthebestmanintherace....No,notOneparticularfriend,...Oh,yeah,Icheckeditoutandfelthewasthebestqualified”JW.saidJerryLeespenttwodays“inshock...rightinthislivin’room,rightwhereyouresittin’....Wetalked,watchedsomeTV,mostlytalked.Youknow,thingsgoin’on,orbusi-ness,workin’,thingslikethat.He’dtrytostrayfromthesub-jectofdeath.Hewastryin’topushthedeathawayfromhim.“He'sthegreatest,”J.Wsaid.“He'llcomebackfromthis.Thefirsttwodays,youcouldtellhewasreallybothered,butafterthat,hegotittogether...”J.W.pickeduponeofhisdogs.“HetalkedtoNickie,didn’the?”hegoo-gooedinthedog'slittleface.“YoutalkedtotheKiller,dincha,dincha?“Putthedogsinthestory,man.NickieandKai.Theywereveryunderstanding.Jerrycouldn'tbelievehowtheysym-pathizedwithhim.“Butyouunderstand,Kai,doncha,doncha?”BALLARDSAIDHE’DTAKETHEcasetothegrandjury,justtoallayallthedoubt.“I’vetriedtomakeitclear”hesaid,“thattheonlyreasonforthegrand-juryinquiryistotrytodispelsomeofthesuspicion.Thereisstillnoindicationoffoulplay”Withthedrugscansaftertheautopsy,Franciscofoundwhathesought.HephonedBallardwithgladtidings:fluidinthelungsresultedfromanoverdoseofmethadone,thesyn-theticnarcoticmostcommonlyusedtoweanjunkiesoffhero-in,Ballardhadthecornerstoneofhiscase:apreciseandnon-violentcauseofdeath.Itmighthavebeenasuicide,oranacci-dent.Itdidn’tmatterwhich.Aslongasitwasntakilling.Ballardputoutthenews:AUTOPSYLINKSSHAWNLEWIS’DEATHTOMETHADONE,theheadlinessaid.[Cont.on54|RoutineStone,Marcu1,1984
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THISISTHEFUTUREOFCOMPUTING.HereinSiliconValley,thereisaroomringedwithnondescriptcubicles.Eachcon-tainsasmall,beigeboxnotmuchbiggerthantwoshoeboxesstoodonend,aboxthatema-natesawhitishglowofanine-inchvideodis-play.TheboxisacomputercalledMacin-tosh,andthepeoplewhositinthecarpetedcommonsinthecenteroftheroomaresomeofitsdesigners.Theycallthemselvespirates.|Onthewallisaskull-and-bonespirateflag;oneoftheskeleton’seyeshasbeenreplacedbytherainbow-coloredAppleComputerlogo.‘Theyaretenwearycomputerwizards.Av-erageage:wellunderthirty.Standarddress:bluejeansandT-shirt.Standardlookintheeyes:crazedbyfatigue.Oneofthewizards,blond-haired,twenty-two-year-oldRandyWigginton,hasbeenridingthefluctuationsintheword-processingprogramhe’sbeenwrit-ingforAppleComputer’smessianicnewma-chineforovertwoyears.Nowthatitistwoweeksfromhisabsolutely,positivelyfinaldeadline,hisfacehasthedullpallorofator-turevictim.Histormentorsaretwocheerfulsoftwarehackers,dressedinshortsandhikingboots,who,atthisintolerablylatedate,areblithelyrevampingthepartofthecomputeroperatingsystemcalled“theFinder.”Despitetheloomingdeadline,thingsareupbeat.Formanyofthewizards,thebulkoftheworkisdone.BurrellSmith,designerofthedigitalgutsofthenewcomputer,isal-readyworkingonhisnextAppleproject.Twokeywizdedswhomasterminded!the“ROM?-theprogramonachipthatcon-tainsmuchofthemagicwithinthecomputer~arehere,butnowthey'reassistingwithsoft-waredebugging.Theindustrialdesignerwhooriginallydraftedthecomputer'ssimplepro-fileischeckingoutthefirstrunofcasingsfromApple’scompletelyautomated$20mil-lionfactory.ButtheFinder,thepartofthecomputerBYSTEVENLEVYProrocrapnisayNormanSeEFE~SomeoftheMacwizards(lefttoright):GeorgeCrow,JoannaHoffman,AndyHertzfeld,JerryManock;(holdingequipment)BurrellSmith,BillAtkinsonthatgreetstheuserandfindsfiles,isnotyetdone.Andifitdoesn’tgetdone,theprogramswon'tworkright,Macintoshwillbeseenasadud,andAppleComputer~theonecorpo-ratenexusofvisionandcapitalism,thedreamcompanyoftheEighties—couldturnintoanightmareforthebillion-dollarfirm’sem-ployeesandinvestors.Worse,thepersonal-Computerindustrywouldthenbedominated=lock,stockandmicroprocessor—byIBM,theDarthVaderofthedigitalworld.ThisistheshowdownattheSiliconCor-ral,andApplehasonlyonebulletleftinitschamberagainstIBM’swell-fundedarsenal.ThatbulletisMacintosh.SteveJobs,thetwenty-eight-year-oldmultimillionairechair-manofApple’sboardofdirectors,hasstakedhisreputation(andthevalueofhisapproxi-mately7millionAppleshares)onthema-chine.Hedescribesthesituation:“It’skindoflikewatchingthegladiatorgoingintotheare-naandsaying,‘Hereitis.’It’sreallyperceivedasApple'sdoordie.Anditgoesevendeeper.«Ifwedon’tdothis,nobodycanstopIBM.”RandyWiggington,oneofJobs’wizards,ismoresuccinct:"Thewholecompanyisontheline.Ieputuporshutup”APPLEMADEA$400,000TVCOMMERCIAL.thatranduringtheSuperBowl.Thead,inwashed-outgraytones,showsrowsandrowsofemaciatedmenwithshavedheads,dressedinthefadedpajamasofconcentrationcamps.Insidealargeauditorium,aBigBrothertypeonaprojectionscreendronesonaboutthetriumphsoftheelectronicage.Thissceneisintercutwithflashesofastunningyoungwomaninredgymshorts,sprintinglikeanOlympianandholdingasledgehammer.Sherushesintotheauditorium,swingstheropeattachedtothesledgehammerandflingsitto-wardthescreen.Everythingexplodesinfierylight;themouthsofthestunnedmassesdropopeninastonishment.Thereistranscendent,blazingchaos.Thenthescreengoesblack,andthesewordsappear:OnJanuary24,AppleComputerwillintroduceMacintosh.Andyou'llseewhy1984won'tbelike"1984.CANA$2500COMPUTER,WEIGHINGUNDERtwentypoundsandtakingupnomoredesk~TheWhizKidsMeetDarthVaderAPPLE’SMACINTOSHTAKESONIBMIspacethanapieceofpaper,changetheworld?Improveyourlife?FoilOrwell’sprophecies?SaveApplefromtheclutchesofIBM?Foryouranswer,meeeVacinrosh)Poeinathree-and-a-half-inchdisc,pluginthekey-boardandthe“mouse”—thepalm-sizedde-vicethatmovesadark/pointeraroundthescreen—andflickonthemachine.Thatactalonemaydispelyourdoubts.Tfyouhavehadanypriorexperiencewithpersonalcomputers,whatyoumightexpecttoseeissomesortofopaquecode,calledaSSEETDMTCONTESTINETORIBIODITORESCEREgreenorwhitelettersonamurkyback-ground.WhatyouseewithMacintoshistheFinder.Onapleasant,lightbackground(youcanlaterchangethebackgroundtoanyofanumberofpatterns,ifyoulike),littlepicturescalled“icons”appear,representingchoicesavailablecayou,Acword’processingprogenymightberepresentedbyapen,whilethepro-gramthatletsyoudrawpicturesmighthaveapaintbrushicon.Afilewouldrepresentstoreddocuments—bookreports,letters,legalbriefsandsoforth.Toseeaparticularfile,you'dmovethemouse,whichwould,inturn,movethecursortothefileyouwanted.You'dtapabuttononthemousetwice,andthecontentsofthefilewouldappearonthescreen:darkonlight,justlikeapieceofpaper.Thisseemssimple,butmostpersonalcomputers(includingtheIBMPC)can’tdothis.“WhenyoushowMactoanabsolutenovice,”saysChrisEspinosa,thetwenty-two-year-oldheadofpublicationsfortheMacteam,“heassumesthat’sthewayallcomput-erswork.That'sourhighestachievement.We'vemadealmosteverycomputerthat’severbeenmadelookcompletelyabsurd.”Theclarityfollowsthrough.OntheMac-intosh,movingthemousetocertainpointsonthescreenopenslistsofoptionsknownas“pull-downmenus.”Onemenu,forinstance,givesalistoftypefonts,Inlessthanasecond,youcanchangeallthecharactersinafilefromstandardtypewriterprinttogothicOldEnglish.Oryoucanchangethesizeofthetypefromeighttosixteenpoints.Forthefirst
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‘SMIRNOFF*VODKA80&100PROOFDISTILLEDFROMGRAIN.©1983STE.PIERRESMIRNOFFFLS(DIVISIONOFHEUBLEIN,INC.)HARTFORD,CT."MADEINU.S.A"ThequalityofSmirnoffisclassical,Itsvaluemeritsastandingovation’PINCHASZUKERMAN,world-renownedviolinist.“WhenIplay,Istriveforthehighestqualityinmyperformance.“1lookforthesamestandardsinmyvodka.IknowthatSmirnoff*vodkaisdistilledfromthefinestgrain,andthenchecked47timesforqualityandsmoothness.Inshort,itoffersavirtuosoperformance.Youmaypayalittlemore,butyou'llfindSmirnoffisworthmore..“Whenitcomestovodka,Smirnoffplayssecondfiddletonone.”mimoftThere’svodka,andthenthere’sSmirnoff.REMEMBERSPECIALOCCASIONSBYSENDINGAGIFTOFSMIRNOFFANYWHEREINTHECONTINENTALU.S..CALLTOLL-FREE,1.800.528.6148,
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timeinhistory,typographywillbecomeamassart.‘Andyouarenotlimitedtotype.Ayoung,wizardnamedBillAtkinsonhaswrittenapro-gramcalledMacPaint,whichallowsyoutodrawintricatepicturesusingthemouse.“Letmeshowyouabug”washisopeninglinetome,andwithinthreeseconds,hehadcalledtothescreenastunninglydetailedpictureofaninsect.ThoughMacintoshdisplaysonlyblack-and-whitevideo,its“bitmapped”dis-play(a“bit”inthecomputercontrols512horizontaland-342verticaldotsonthescreen)allowsforgorgeouslyintricatepic-tures.Aidedbyallsortsof“whizzy”(afavor-iteadjectiveoftheMacteam)features,evenagraphicklutzcancreatefinedrawings.ThiscreativeextensionisthesecretofMacintosh:itwasnotonlydesignedtobeeasytolearnforpeoplewhorecoilatthethoughtofworkingacomputer,butit’swhizeyenoughtodelightitsdesigners.“Wearebringingcomputerstothepeopleforthefirsttime,”saysMacintoshSoftwareWizard(asitsaysonhiscard)AndyHertefeld.“WewantthemanonthestreettogetMacandfeeltheincrediblepotential.LikewhenIgotmyfirststereo.”MitchKaporisnotthemanonthestreet.HeisthepresidentofLotusDevelopmentCorporation,asoftwarecompany’thathasmadeitsfortunebywritingabest-sellingpro-gramfortheIBMPC.ButthefirsttimehesawMacintosh,hewascharmed.“There’ssomemagic,”hesays.“Ir’sthefirstpieceofhardwareI’vebeenexcitedaboutinyears.”Hesumsitupthisway:“TheIBMPCisamachineyoucanrespect.TheMacintoshisamachineyoucanlove.”MAC'SSTORY'GETSTOTHESOULOFAPPLE,Avolatilecompanyattemptingtomaintainitsinitialidealismduringaperiodofunprece-dentedgrowth.Themachine’sdevelopmentwas,inturns,traumatic,joyful,grueling,luna-tic,rewardingandultimatelythemajoreventinthelivesofalmosteveryoneinvolved.In1979,Macintoshwasoneofmanysmall,low-priorityprojectsatApple;atthetime,thefirmwasonlybeginningtoemergeasaleaderinthepersonal-computerindustry~aresultofthesuccessoftheAppleITcom-puter,whichApple’sfounders,SteveWoz-niakandSteveJobs,developedinagarage.TheMacwasfirstconceivedbyaplump,beardedprogrammerandwriternamedJefRaskin.Nowforty,Raskinhadbeenanem-ployeefromthedaythatApplefirstincorpo-rated,in1977,Hefitinwellwiththeinformalatmosphere;inhiscontract,therewasaclauseallowinghimtoattendrehearsalsoftheSanFranciscoChamberOperaCompany,whichheconducted.Raskinhaddefiniteideasaboutthenextstepsincomputing,butasAp-plegrew,hesawfewofhisconceptsimple-mented.Thecompanywasbecomingdrunkonitsownsuccess,asthevisionofWozniakandJobsbecameoverwhelmedbybureaucra-cyandanurgeforrespectabilityinthe“realworld”ofbusiness.AstheSeventiesended,Apple’sbigprojectwastheAppleIII:acom-purerthat,asRandyWiggingtonlatersaid,“waskindoflikeababyconceivedduringagrouporgy,and[later|everybodyhasthisbadheadacheandthere’sthisbastardchild,andeveryonesays,‘Ir’snormine?”BecauseofaFonts!Macintoshletsyouchooseyourtype,andasMacgraphicartistSusanKareshows,youcanusebigletters.beliefthateveryonewhoworkedtherewasageniusandcouldthereforedoanything,theAppleIIIwasreleasedbeforeitworkedprop-erly,anditfloppeddismally.WhileRaskinsawsomeencouragingsigns,hefeltthatApple’smovetowardbusi-ness-orientedmachines,liketheLisa,wasnotthewaytogo.“IfIwantedtobuildbusinesscomputers,I'djoinIBM.”hetoldApple’sthen-president,MikeScott.Instead,Scottgavehimthego-aheadtoworkonMacintosh,namedafterRaskin’sfa-voriteapple.InaJanuary1980memo,heex-plainedwhatthemachineshouldbe:“Thepurposeofthisdesignistocreatealow-costportablecomputersousefulthatitsownermissesitwhenit’snotaround—eveniftheownerisn’tacomputerfreak...”Thecom-puterwouldsellforaround$1000,anditwouldperformonlyafewfunctions:textedit-ing,calculationandfiling.“Macintoshisnotacomputerintheusualsenseoftheword,”Raskinwroteinanothermemo.“Itisdesignedtobelikeapocketcal-culator,inthatyoulearnasyouuseit,andsoyouaredoingusefulworkfromtheveryfirstminute.Itwillbecomeanearlyindispensablecompanion,likeaSwissarmyknifebecomestocertainpeople.”RaskinhadalreadybroughtsometalenttoApple,includingBillAtkinson,whowouldwritethe“draw”routinesforLisaandMacin-tosh.Butheneededakeypersontodothedigitaldesign,thelogicalseriesofconnectionsthat,ineffect,areacomputet’sheart.Oneday,AtkinsonwenttoRaskin’shousewithblond,twenty-three-year-oldBurrellSmith,whosedreamwastodesignacomputerasneatastheAppleII.Smithrepairedcomput-ersinApple'sservicedepartment,“Here'stheguywho'sgoingtodesignyourcomputerforyou,”Atkinsonsaid.ForSmith,itwas“theonechanceinalifetimnetogothroughthecracksofthecorporateculture...IfLwereatIBM,Imighthavegottentobeassistantsetvicemanager.”ButatApple,miraclesstillwerepossible.HistestwastodesignaprototypeofthemachinethatwouldsupplanttheAppleIIasthestateoftheart.Hediditduringhis1979Christmasvacation.Amonthlater,hehookedupthe“breadboard”—thelogicboardwiththechipsandtheproperconnec-tions—toamonitor.ProgrammerAndyHerztfeldstayedupallnighttacklingthisun-testedpieceofhardware.Thenextday,SmitharrivedtofindapictureofScroogeMcDuckonthescreen,playingafiddle.Underneathwasacaption:HI,BURRELL!BabyMacin-tosh’sirreverentpersonalitywasalreadyap-parent.Thenextyeatwasnotsoeasy.InthewakeoftheAppleIIIfailure,therewasapurgeatApple,afterwhichpresidentMikeScotthim-selfwasousted.Atonepoint,theMacin-toshprojectwasterminated.Convincedoftheproject’simportance,however,theteamoperatedsurreptitiously.“We'dlielowandsneakchipsoutofotherlabs,”saysSmith.“Weknewtherewassomethingspe-cialaboutMac—herewasamachinethatwasgoingtochangetheworld.”Applerevivedtheproject,andearlyin1981,SteveJobstookaspecialinterestinMacintosh.ToJefRaskin,Jobs’presencewasanintrusion;hesaysthatJobshadoriginallyopposedtheproject,but“afteritwasclearthatitwasthemostinterestingthingatApple,SteveJobstookitover.”Itdidnothappenwithoutastruggle.Atonepoint,RaskinwroteascathingmemotoMikeScottandthen-chairmanoftheboardMikeMarkkula:Re:WorkingwithSteveJobs.ThefollowingexamplesshowthatSteveJobshasriotperformedproperlyasmymanagerandthathehasdemonstratedordamagedotheremployeesandsomeproj-ectsvitaltothecompany,Therecommend-edactionsaretohavemeworkforsomeothersupervisor,tofindanotherleaderoftheMacintoshproject,andtoassignMr.Jobstodutiesinkeepingwithhisdemon-‘stratedabilities,wherebisproblemswillnotadverselyaffectproductivityandmorale...WhileMr.Jobs’statedpositionsonmanagementtechniquesareallquitenobleandworthy,inpractice,heisadreadfulmanager.Itisanunfortunatecaseofmouthingtherightideas,butnotbelievinginthemorexecutingthemwhenitcomestimetodosomethings...|Appleshould|seehegetsmanagementtrainingbeforebeingallowedtomanageothercompanyprojectsthatinvolvecreativework.Raskinaskedthatthememobekeptconfi-dential,butJobsgotacopy.Eventually,saysRaskin,“hecalledmeinandtoldmeIwasfired.”Forbetterorforworse,MacintoshwasnowthetotalobsessionofSteveJobs.STEVEJOBSWEARSANAVY-BLUESWEATERandjeanswhenwegooutforpizzaonenighttotalkaboutMacintosh.Hetellsmethatun-tilrecently,hehasavoidedclosecontactwiththepress,especiallyafterapieceinTimemagazine's“MachineoftheYeat”packagelastyear.HefeltTimebothattackedhimper-sonallyandcriticizedhismanagementstyle.“IKnowwhati2liketohaveyourprivatelifepaintedintheworstpossiblelightinfrontofalotofpeople,”hesays.“I’velearnedwhatit’slikeforeveryoneyoumeetafterthattosortofhavepreconceptionsaboutyou....[t’sbeenaRoutineStone,Marcu1,19
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#Warning:TheSurgeonGeneralHasDeterminedThatCigaretteSmokingIsDangeroustoYourHealth.
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character-buildingexperience.”Thetrialsofcelebrityaresomethingyoumustlearntolivewithwhenyouarethewen-ty-eight-year-oldchairmanofoneoftheworld’sbiggestcomputercompanies.WhenApple'sstockfellfromahighofsixtydollarsasharetoaroundtwenty,Jobs’7millionsharesweresuddenlyworthaquarterofabilliondol-larsless.JobsstillqualifiedasoneofForbesmagazine’s400richestpeopleinAmerica.Suchwealthandsuccesscanmakeyouacon-‘troversialfigureinthegossip-riddenSiliconValley.Heisamanwithsomethingtoprove.EveryonerecognizesJobs’contributiontotheAppleII—heisgenerallygivencreditforthebrilliantideatoputacomputerinafriendlylookingplasticcasing,andhewastheonewhosawthatitwouldtakeexperiencedprofession-alstosellthecomputertothepublic.In1976and1977,asabearded,semiexperienceden-gineerwho'drecentlyreturnedfromamonas-teryinIndia,herecruitedthatverykindoftalent,andtheresultwastheunprecedentedsuccessoftheAppleIT.YerApple’ssuccessisgenerallyattributedtothegeniusofJobs’parmer,SteveWozniak.Woz’sopenhearted-nessandtechnicalwizardryarelegendintheSiliconValley—insharpcontrasttoJobs’darkerreputation.Jobs’responsehasbeenanear-totalidenti-ficationwiththeMacintoshproject.“Thisishiscrowningachievement,”saysRandyWig-ginton.“Ithinkhefelthehadn’tcontributedenoughtothecompanyincomparisontothemoneyhemade.Hewantedtosay,‘Icandoitright’Ifthiscomesoff,he’searnedhismoney.”SteveJobsputsitdifferently.“Ihavemorefecalepgieculiverievesseiperavraysirnmyilife.time.AndI’mnotdoingthisformyego.ThereareotherthingsIcanthinkofdoing.Icouldgofishing,orgotoItaly,orracemotor-cycles,butthat’snotgoingtoresultinwhatTreallywant.”WhatdoesSteveJobswant?“TomakeAppleagreat$10billioncompany.ApplehastheopportunitytosetanewexampleofhowgreatanAmericancorporationcanbe,sortofanintersectionbetweenscienceandaesthet-ics.Somethinghappenstocompanieswhentheygettobeafewmilliondollars—theirsoulsgoaway.Andthat’sthebiggestthingI'llbemeasuredon:Wereweabletogrowa$10billioncompanythatdidn’tloseitssoul?”ToJobs,Macintoshwillshowhowtoachievethattask.Ashespeaksaboutit,hishawklikefeaturesintensify,andhepunctuateshisspeechwithweightypauses,accentedbysagaciousnods.“Macstandsforwhatweareasacompany—takingtechnologythat’soutofreachofthepeopleandmakingitreallygreat.That'swhatwedidwiththeAppleIl,andthat’swhatwe'regoingtodoagainwithMac.Computersandsocietyareoutonafirstdateinthisdecade,andforsomecrazyrea~son,we'reintherightplaceattherighttimetomakethatromanceblossom.”AccordingtoJobs,Raskin’soriginalMac-intoshwas“allwrong,”soherebuiltthepro-jectintheimageoftheGreatNewAmericanCorporationhedreamedof.Verysmall,incontrasttotheIBM-style“humanwave”oflarger,morebureaucraticgroups.Inasense,hewantedthesamekindofclosenessthatthecompanyhadintheAppleIIdays.ThefirstpeoplehebroughtonwereearlyAppleem-ployees,includingSteveWozniak(whowassoonforcedtodropoutafterbeinginjuredinaplanecrash).JobskeptthebestofRaskin’sMacteam.Allbelievedpassionatelyintheproject.“Itfeltlikethegarageagain,”saysChrisEspinosa.ItwasJobswhoinsistedthatthemachinehave“Lisatechnology,’usingthepowerfulMotorola68000microprocessorandsuchLisacharacteristicsasthemouse,pull-downmenus,onscreenwindowsandotherfeaturesthatassuredtheMacwouldbe,asheputit,“insanelygreat”themostadvancedtechnol-ogyforthecheapestprice.WorkingforSteveJobsisnottheeasiesttaskintheworld.“Tactisawordyoudon’tusetodescribehim,”saysEspinosa.“Stevewilljustwalkuptoyourdesk,lookatwhatyou'redoingandsay,‘That'sshit?”Hetendstointerpreteventsinalightthatconfirmshisownviewofthings—whatsomecallJobs’“re-alitydistortionfield.”Hewillgetobsessedwithsomething,setpeopletoworkonitandsuddenlydroptheidea—likethe“Cuisinartversion”ofMac.“StevewenttoMacy’sforfourhoursandlikedtheshapeofCuisinarts,sowehadatwo-weekexerciseinmakingthecomputerlookrealboxy,”saysMacintoshin-dustrialdesignerJerryMannock.Alas,Jobs’predictioninearly1981thatthemachinewouldbereadyinayearprovedwildlyoptimistic.Themachinewasalwaysinflux;BurrellSmithhadtocompletelyredesignitthreetimes.TotheMacteam,whichwasworkingatabreakneckpace,eachextensionwasahugefrustration.Jobsadmitsthathecanbetoughonhisteam.“Sometimesit’snecessarytoconscious-lydothat,”hesays.“Mybestcontributiontothegroupisnotsettlingforanythingbutreal-lygoodstuff.Wemusthaveremadethema~chinetentimes.Eachtimeitgotbetterandbetterandbetter.”Justasimportant,theMacteamitselfwantedmorethananythingtomakeama-chinethatwouldchangetheworld.Jobsen-couragedthemtoseethemselvesasoutlaws,fightingnotonlyIBM,buttheother,morebureaucraticdivisionsofApple.Atoneofseveral“retreats”Jobstookthegroupon,hetoldthemthat‘it’bettertobepiratesthantojointhenavy.”EverymemberoftheMacteamsignedhisorhernameonamoldthatwasusedtostampoutthecasingsforthecomputer.Buyerswillnotseeit,butinsideeachMacintosharetheautographsofeverypersonwhocontributedtotheproject.Allofthisbuiltupthe“Macintoshspirit”thatal-lowedthemtosurpassthemselvesineffort,creativityandstamina.ComparethistolBM,whichrefusestopubliclydivulgethenamesofitsdesignteamtothepublic.BillGates,chairmanofMicrosoft,oneofthemostimportantsoftwarecompaniesinthecountry,hasbeenobservingtheMacintoshprogramsince1981.“PeopleconcentrateonfindingJobs’flaws,”hesays,“butthere’snowaythisgroupcouldhavedoneanyofthisstuffwithoutJobs.Theyreallyhaveworkedmiracles.”Infact,GatesthinksJobscouldslowdownabit.“Heneverturnsitoff,”Gatessays.“He’salwayspushing.”Jobshasareason.“Idon’twanttosoundarrogant,’Jobssays,“but]knowthisthingisgoingtobethenextgreatmilestoneinthisin-tditGoodiesFontFontsizeStyleglee)CloaOleaoleole|a@yaa‘SteveJobs’portraitasrenderedbyMacintosh,usingtheMacPaintprogramaseysEveryGnneinirnybedyenrsivapeinetobegreat,andpeoplearegoingtorealizethatandbuyit.”APPLE’SGOALISTOESTABLISHMACINTOSHASthelogicalsuccessortotheIBMPCandtoitsownAppleII.Thecompany’sinternalMac-intosh-marketingplan,adocumentloadedwithmilitarytermslike“attackonlaunch”and“preemptiveLisaTechnology,”putsitonthelinebysayingthat“failingtoestablishMacintoshasthethirdstandardproductcouldsignificantlydecelerateApple’sgrowthcurve.”WhatAppleisupagainstiswhatiscommonlycalledthe“FUDprinciple”:theFear,UncertaintyandDoubtpeoplehaveaboutcomputersthatmakesthemwanttogowiththetried-and-truecompany,IBM,eveninthefaceofatechnologicallysuperiorprod-uctliketheMacintosh.SteveJobssaysthat“thefirschundreddaysarethekeything,”andduringthattime,Appleplansanadvertisingblitzchatwill,saysthemarketingplan,“maketheintroductionofMacintoshthebiggesteventinthehistoryofpersonalcomputing.”Over$20millioninMacintoshtelevisionadsisbudgetedforthisyear.Anotheressentialistherecruitmentof‘outsidecompaniestowritesoftwareforMac-intosh.Eachcomputerwithanewkindofop-eratingsystemrequiresnewsoftware,andoftheprimeindicatorsofanycomputet’ssuc-cessisthequalityandquantityofthird-partysoftwareforit:that’swhatmadeIBM’sPCsopopular.Macintoshmustdothesame.MikeBoich,whoseApplebusinesscardreadsSOFTWAREEVANGELIST,has“seeded”nearly100third-partycompanieswithMac-intoshesbeforelaunch.Significantly,thesoftwarecompaniesthathavebrokengroundwritingprogramsfortheIBMPCareenthu-siasticallysupportingMacintosh.BillGatesofMicrosoftsaysthathalfhiscompany’s1984revenues~perhaps$50million—willcomefromsellingMacintoshprograms.TheMac,hesays,“allowsustowritesoftwarethatissignificantlyeasiertouse.Whatitdeliversforitscostisreallygreat.Ifthismachinecan’tmakeit,Idon’tknowwhatcan.”Still,there’sthedangerthatthemachinemightnotworkaspromisedinthecrucialfirstfewmonths.That’swhatkilledtheAppleIII.Almosteverynewcomputerhasitsshareofbugs,burinitszealtokeepmakingthema-chineinsanelygreat,theMacteamdidnotal-lowtimeforextensiveusertestingofthefin-ishedversion,especiallyinthecaseoftheFinder.Sixweeksbeforelaunch,BillGatescalledthesituation“ridiculous,”butstillthoughtthatApple’swizardrywouldsavetheday,asdidtheoverworkedMacteam:“It'llbeready,”BillAtkinsonsaiddefinitively.Asdeadlineapproached,though,thereweresomedarknightsofthesoul.“I’mreallyterrified,”saysRandyWigginton,whose“MacWrite”word-processingprogram,alongwithAtkinson’s“MacPaint,”willbegivenfreetothosewhobuyMacsinthefirsthundreddays.“IFThadmyway,theprogramwouldn’tgooutforsixmonths.Sometimesatnight,Iwakeupinacoldsweat,thinkingofthethousandsofpeopleusingit...[Fonecol-legestudent,atthreeinchemorning,loseshispaper,it’smyfault.”Theworstpossiblenightmare,though,be-ginswitheverythinggoingoffwithoutahitch.AppleannouncesMacintoshatitsJanuary24thstockholdersmeeting,Thealreadycom-pletedcomputer-magazinecoverstoriesap-pearwiththeirinevitableaccolades.Thecom-mercialsrun.ThedealersputtheMacsondisplay,underneaththespecialMacintoshposterssuppliedbyApple.Thesoftwarepackagesbegintoappear.OverfiftycollegesstartusingthemassivenumbersofMacstheyhavetalecadyordered...AndknowleuneworkersstillpersistinthinkingofIBM’slesssophisticatedofferingswhentheypickacom-pilter.Thatsanightmare.“Whenwestartedthisproject,IBMdidn’thaveamachine.ButwelookedverycarefullyactheirPCwhentheyreleasedit,”saysChrisEspinosa.“Atfirst,itwasembarrassinghowbadtheirmachinewas.Thenwewerehorri-fied[atitssuccess].WehopeMacintoshwillshowpeoplewhattheIBMwas~ahalf-assed,hackneyedattemptattheoldtechnology.”IftheworldtakesthetroubletoturnontheMacintoshandlooksatwhatitsees,therewillnowbetwomajorpersonalcomputercompa-niesinthiscountry.Andoneofthemwillbeacompanywithsoul.fe}
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i]LU]OnSunday,February19ththeABCROCKRADIONETWORKfeaturestheresultsofourEighthAnnualMyReaders’andCritics’Pollduringaspecialeditionof“RollingStone’sContinuousHistoryofRockandRoll.”Tuneintothe“issueyoucanlistento”’...onehourofmusicandinterviewswithyourchosenfavorites.ALABAMAINDIANAMONTANARHODEISLAND.Auburn-OpelikaWFRILFMIndianapolisWIKS-FMBillingsKOOK-AM.ProvidenceWHJY-FMMobileWABB-FMKalispellKoaallaYALASKAKCCOFMMissoula©Kzoarm©SOUTHCAROLINAAnchorageKAKN-EMKGASFM©WollPointkYzz-Fm——AnidarsonWCKN-EMDillinghamKOLG-AMWXLP-FM.GattneyWiARIZONAMeerManesAeonyaryGeorgetown;ancemPhoenixKZZP-FMKANSASColumbusKTTFAMIEM—K’ngsiveoEmporiaKLAFEMKearneyKRNY-AM/FM.ARKANSASHays.KJLS-FM.OmahaKEZO-FMElDoradoKLBQ-FMHutchinson=KWHK-AMSOUTHDAKOTAFortSmith_KISR-FMNEVADAMitchellKMITEMKENTUCKYLasVegasKOMP-FMRapidCityKGGG-FMGiteFORMAocCoungion'""WeLUAMNEWHAMPSHIREico-covingtonisaBerlinWBRL-AMTENNESSEELouisvilleWSKZ-FMPrestonsburgWOOC-AMClaremont.~-«WECM-FMNenaeaXY,aryaLOUISIANANEWJERSEY;W2XYEMMarysvilleGiintonWFEX.AtlanticCityWGREEMMatlinwereRiversideHammondNeiilleWKOF-FM.SantaRosaEFMLatayeneyNEWCOTLolthmoeranGOLORADONewOrleansRoswellKeMAMTEXASOpelousas:wustinJ-FSpringsKFMU-FMnineNEWYORKCorpusCristCONNECTICUTHoultonGenevaWeca,taredo”(leeHavenviata‘SkowheganGlenFallsrMcAllenstoiWillimanticWIL-AM'MARYLANDeeeeeaeWordeeeBaltimorebotAisdamwiHagerstown:‘iCOLUMBIAHedereat)UTAHHavredeGraceiGierheadWyCedarCityWashingtonWWDC-FMLexingtonParkWMDM-FMthnFLORIDAMICHIGANNORTHCAROLINA,GainesvilleWRUF-EMChegboyganWQLZ-FMpecreontlewi14itlapidsWSMY-AMVIRGINIATampa”WwNEEMpanelWinston-SalemWKZLFMBlacksburgwwieDanvilleWVOV-AMGrandRapidsLfGEORGIAHoughton.fOHIO.oepeo‘AdelWDDO-FM—IshpemingeterFIPionWOENGM,Petey)Wahterhdpeter,WSCA!WASHINGTON;omastonemertonRWWMINNESOTANewLexingtonWHEllensburgDuluthKQDS-FMEepeanKUAM-EMMankatoKTOE-AMWaverlyjpokaneThiefRiver1OREGONWESTVIRGINIAHea,KORAUMeCigeipeteeeaMoerWaceWailuku,MauiKAOLFMBlowomLincolncyIDAHOeesMOATEMWISCONSINHattiesbGrangevilleKORTAMStarkville”WKORLEMPENNSYLVANIAEauClaireWeiz-FMleaGreenBayWKAU-FMILLINOISVicksburgWOMV-FMLogarVernalHaneyMilwaukee=WLPX-EMWiseM-MISSOURIHonesdaleMiliseWeeeaWLLI-EMGordonville§—KJAQ-EMJohnstown;MountCarmelWYER-FMGreenfieldIStateCollege;MurphysboroWTAO-FMKansasCity-UniversityParkfWYOMINGSpringlieldWDBR-FM—SedaliaKCBWFMWilkes-BarrezGilletteKOLL-EMjaukegan=WXLC-FM=——St.Louis,KWK-AMIFM—Williamsport=WEXX-FM=RawlinsKRALAMaberockradionetwork©Checkyourlocalstationforexacttimes.
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engineRolls-Roycewants,supportforBritishAerospaceislikelytofollow.AsBoeingrolledoutitsfirst737-300(developedfromthe737-200forperhapsathirdofthemore-than-$2billionneed-edforagenuinelynewaircraft),oneofitsexecutivessaid:‘‘We’vereachedthepointwherethere’salmostmoretechnol-ogythantheindustrycanafford.”Thatgoesforthemanufacturers—inthepast18monthsBoeinghasbroughtouttwonewmodels,the757andthe767,andwillnotgetitsmoneybackforseveralyears—asmuchastheairlines,whoserevivingoperatingprofitsarebeingdissipatedbyinterestpayments.NowonderBoeingfretsaboutthefinancialairworthinessofapossible150-seaterofitsown.BoeingisworriedaboutincreasesinAirbus’ssubsidies.BoeinggetshiddenhelpintheformofAmericangovern-ment-sponsoredmilitaryprogrammes,butitcannotreallyaffordtomakeair-craftitcannotsellcommercially.ItmadethepointbyreducingitsSeattlework-forcefrom56,000in1980to36,000attheendof1983.TheAirbuspartnersinFrance,Britain,SpainandWestGermanygetmoremon-eyfromtheirtaxpayers.Justhowmuchtheinventoryofunsoldaircraft(the“whitetails”)iscostingAirbusisopentodebate,butnearly$100mayearisnotabadguess.SuchfiguresscareMrsThatcher’sgov-ernment,thoughprobablynotenoughtodissuadeitfromforkingoutmore.ToscareitsEuropeanrivalsfurther,Boeingispoor-mouthingtheprospectsfor150-seateraircraft.Itsaysthatairlinesmaywantsmalleraeroplanes(likeits737-200and737-300)orlargerones(likeits757)TheskiesaheadProjectedworld*commercialjetaircraftdeliveriesbyunitsbyvalue1983-95total:$153°6bn!UnitedStatesWidebodyairlines40-7%414%Narrowbody589%Non-USairlines59:3%Exe!Russia_!Constant1984dollars,exclS3tSbnsoldSourceseenyTHEECONOMISTJANUARY28,1984WORLDBUSINESSGyllenhammar’svigilantesOnSaintValentine’sDay,16EuropeanbusinessleaderswillgotoGenevatodiscussthemassacreoftheirindustries.TheEuropeancommonmarket’sindus-trycommissioner,ViscountEtienneDa-vignon,willbethere,too.Thegroupof(originally17)industrialbigshots,knownasG17,wasformedayearagotofindwaysofmeetinggrowingcompeti-tioninEuropefromAmericanandpar-ticularlyJapanesecompanies.Atthreepreviousmeetings,theysimplyjawed;afterGeneva,theyexpecttoact.ThemembersofG17workforcom-panieswithcombinedannualsalesof$142billion(roughlythesizeofHol-land’sgnp).TheyincludethebossesofPhilips,Nestlé,Siemens,StGobainandFiat.ThegroupischairedbyMrPehrGyllenhammar,chairmanofSweden'sVolvocarmaker.Thegrouphasidentifiedobstaclestocross-frontier_co-operation—nationalis-ticattitudesofEuropeangovernments,andfiscal,taxationandcompetitionreg-ulations.Thesebarriers,itreckons,mustbereducedifthereistobecollabo-ration,especiallyinthesunriseindus-triesoftelecommunications,electronicsandsuchlike.WiththehelpofParis-basedconsul-tants,thegrouphaspickedinfrastruc-ture,venturecapitaland/orequityfinan-cingandknow-howasareaswhereindustrycanpromoteEuropeanco-op-eration.Specificprojectsunderdiscus-sionincludeaChanneltunnel(thehob-by-horseofMrIanMacGregor,chairmanofBritain’sNationalCoalBoardwhoisamemberofthegroup);a$9billionroad-railbridgelinkingScan-dinaviaandtherestofcontinentalEur-ope;establishinga“EuropeanUniversi-ty”offeringpan-Europeaneducationstandards,especiallyinhigh-techindus-tries;andcreatingcompetitivescale(ie,mergers)intelecommunicationsandelectronics.MrBoEkman,aVolvovicepresident,saystheGenevameetingwillbetakinga“project-oriented”approachto“inspireEuropeans”.G17,heinsists,isnotjustanothertalkingshop.EvenifMrEkmanisright,G17willneedtoovercomeinter-companyrival-riesandgainthesupportofpoliticiansforsomeofitsproposals.FiatandRe-nault,bothrepresentedonthegroup,areatloggerheads.AndMrWisseDekker’sPhilipsgrouphasagreeddealswithJapaneseandAmericanfirmswhileblockingFrenchrivals’attemptstowid-entheirbaseinEuropeanelectronics.AlloftheoriginalBritishmembershavenowdroppedout.MrJohnHarvey-Jones,thechairmanofImperialChemicalIndustries(ICI),Britain’sbiggestchemicalcompany,leftjustbeforeChristmas.Hehaddrawn“animportantdistinctionbetweenpro-jectsandindustrialpolicy”.ICIistryingtoticupdealsinSaudiArabiaandJapan,andislookingforalikelytakeovercandidateinAmerica.Anotherdepartureattheendof1983wasSirPeterBaxendell,thebossofRoyalDutch/Shell.AnothertopBritishbusi-nessman,MrKennethDurham,chair-manofUnileverLtd,hasalsogoneaccordingtoVolvo.Ontheotherhand,MrIanMacGregorhasonlyrecentlyjoined.NotonlyisheaChanneltunnelbuff,but,beforehisstintatBritishSteelCorporation,wasonthecorporatefi-mancesideofNewYorkinvestmentbankLazardFréres—usefulexperiencetohelpsomeofG17'sprojectstogetofftheground.ViscountDavignoniskeenfor“thesedynamicbusinessmen”tosucceed.HechallengedMrGyllenhammartoformthegroupand,alongwiththeEEC’seconomiccommissioner,MrFrangois-XavierOrtoli,attendeditsfirstprivatemeetinginParis,lastApril.“Wesaidthatifsuchagroupwereformed,weshouldbehelpful.WeparticipatedwiththeminastudyoncompetitivenessmarketsandareaswhereonetusingtheEuropeandimensionViscountDavignonViscount_DavignonexpectsG17tounveilspecificproposalsnextmonth:“WehopewehavenotbeeninvitedtotalkaboutthefoodinGeneva.”67
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WORLDBUSINESSTheEconomistywanIdittOSentoReepttincivilaviation;andAmericanAirlines—twothirdsofwhosepassengersflyonthesortofshorthopsbestservedbythe737s,MD-80sandA320s—couldescapethefateofbeingabletobuyanyaircraftsolongasitcomesfromSeattle.AppleComputerReachesforitsMacintoshCananybodysucceedinthepersonal-computerbusinesswithoutfollowingIBM’sstandard?AppleComputer,theCaliforniancompanywhichdominatedthebusinessbeforeIBM,isplacingahugebetthattheanswerisyes.OnJanuary24th,Appleintroduceditsnewcomputer,theMacintosh.Thema-chinehasmanyvirtuesandonebreath-takingquality:itisnotcompatiblewithIBM’spersonalcomputer,thePC.TheMacintoshwilleithersecureApple’spo-sitionasAmerica’ssecond-biggestper-sonal-computermaker,orsenditdownamongthealso-rans.Tojudgebyfirstreactions,Applemaywinitsbet.AppleisoneofSiliconValley’sfairytales.Startedinanow-famousgaragebycollegedropouts,thecompany’ssalestopped$1billionin1983.Apple’ssuc-cess,andmostofitsprofitslastyear,camefromasinglemachine,theAppleIle,whosetechnologywasevenbythenprettylonginthetooth.Apple’smanage-mentwasinatangle.Untillastyear,Appledidnotevenhaveaseniorexecu-tiveinchargeofmarketing.68ThedisarrayshowedinApple’shand-lingofitsLisacomputerintroducedayearago.Themachinewassophisticated,with“windows”thatallowedtheusertolookatseveralprogrammeapplicationsdisplayedonthescreenatonce,andahandheld“mouse”totaketheplaceofthekeyboardincontrollingsomeofthemachine’soperations.ButtheLisawasoverpricedandbadlymarketed.Fewerthan20,000weresold.EverythingwentwrongwiththeLisa.Sofar,everythinghasgonerightwiththeMacintosh.Lastyear,Apple’schairman,MrSteveJobs,broughtinMrJohnSculleyfromPepsiCoaspresident.MrFloydKvamme,formerlyheadofNat-ionalSemiconductor’scomputersubsid-iary,wasputinchargeofmarketing.MrSculleyspenthisfirstyearrationa-lisingApple’schaoticproductlines.TheoldLisahasbeenabandoned,andtherearenowthreeLisa2s,whichwillrunsomeofthesamesoftwareastheMacin-tosh.MrSculleychangedApple’sseniormanagement.Almosthalfofthetop15executivesleft.Theadvertisingbudgetwentup:Applehasalreadyspent$15mforMacintosh’ssend-off,whichhasbeenagreatsuccess(seebox).Otherspending.hasalsorisenfast.TheMacintoshisbeingmadeinabrand-newautomatedfactorythatwasbuiltlastyearfor$20m.Allthis,togetherwiththesqueezeontheAppleIle’smarginsfromIBM’scom-petition,tookitsfinancialtoll.Apple’sprofitsforthepasttwoquartershavebeendownbyabout75%onthesame(ateJobs,Macintoshandmouseperiodsayearearlier.ThatwillnothavematterediftheMacintoshsucceeds.Themachineitself,whichwasdevelopedbyagroupheadedbyMrJobs,isearninghandsomepraise.ItismodelledonLisa’sdesign,withwindowsandamouse.Itsscreenshowsthingswithuncommonclarity,andisAnawfulconsequenceofpersonalcom-putersisthatitisnowalmostimpossibletogetawayfromadvertisementsforthem.The100mAmericanswhowatchedtheSuperBowlfootballgamessawfourseriesofcommercialsforcom-puters,eachboughtat$900,000aminute.ThemostremarkablewasApple's,producedwithanélanthatwouldhavedonearockvideoproud.Prisoner-likedronesarebeingharanguedfromabigtelevisionscreen.Afree-spiritedyoungwomaninredshorts(Apple’scolour)runsinandthrowsahammerthroughthescreen:Apple’snewpersonalcom-puter,Macintosh,thecommercialgoeson,willkeep1984frombeinglike“1984”.Incaseanybodymissedthepoint,Apple’schairman,MrSteveJobs,clearlysuggestedathiscompany’sannu-almeetingtwodayslaterthatIBMwasjustlikeBigBrother.TheBigBrothercommercialwasonlythemostvisibleproductofApple'sad-vertisingcampaignforMacintosh.SomeSuperBowl,superads,supercositlyCUPERTINO,CALIFORNIA$15mwasspenttosendMacintoshonitsway.Applewongenerousspaceinthetradepressandingeneralcirculationpapersaswell.Muchofthecredit(orblame)forthisgoestoMrRegisMcKen-na,thedeanofSiliconValleypublicistsEvenbyhishighstandards,theMacin-toshpublicrelationscampaignhasbeenavirtuosoperformance.Heisgoingtobekeptbusy.Applewillprobablyspend$50mthisyearpromotingMacintosh.IBMhasreportedlyallotted$40mtoadvertiseitshomecomputer,thePCjIBMhasbeentakingsomepublicityknocksrecently.ItsPCjrSuperBowlcommercialwasoutshonebyApple’sMacintoshrazzmatazz,andIBMfacesashamblesinitsEuropeanadvertisingstrategy.InBritain,ithasclaimeditisasBritishasBrunel.ThisisahardpublicitylinetomaintainafteritvoluntarilysentoutletterstoBritishcustomers,inDecember,remindingthemtoseektheAmericancommercedepartment’sap-provalbeforetheymovetheirIBMcomputers.THEECONOMISTJANUARY28,1984
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capableofexcellentgraphics.IBM’sPC,whichweighsmorethan30pounds,isbulkyandcloddish-lookingbesidethe17-poundMacintosh,whichtakesuponlythedesk-spaceofasinglesheetofpaper.At$2,500(about$500lessthanthePC),theMacintosh’stechnologycomescheap.Ifcustomersgoforit.MrSculley’semphasisonmarketing,andApple’snew-foundsolicitudeforitsretaildealers,arereassuring.Applewillnotsayso,butitseemstohavecededbigcorporatecustomerstoIBMandothercompetitors.Itstargetsnowareuniversitiesandsmallbusiness.ThatmarketisbigenoughtosustainAppleasthesecond-biggestpersonalcomputercompany—solongassoftwarewritersproduceenoughapplicationspro-grammesandcustomersarenottooscaredhytheMacintosh’slackofcom-patibilitywiththePC.SoftwarecompaniesseemdelightedwiththeideaofwritingprogrammesfortheMacintosh.MrSculleysaysthatthemachineisascompatiblewithIBMasithastobe:thebestofIBMsoftwareapplicationswillberewrittenforit,itcanbeconnected(atsomeextracost)toIBMmainframecomputers,andwhenthedaycomesitcanbefittedintoanIBM-designedlocalareanetworklinkingper-sonalcomputerswithinanoffice.Mean-while,however,AppleispinningitshopesontheMacintoshbeinggoodenoughtobefreeofIBM’sstandard.Itisafascinatingbet.Appleneedstosellalotofcomputers—aboutahalfmillionMa-cintoshesayear—towinit.VolvoTimeforanoilchangeVolvohasspentalmostfiveyearsgam-blingondiversification,especiallyinoil,andlostapacket.Itsprofitsoncarshaveoffsettheselosses.Undeterred,andbenefitingfromrecordprofitsfromcarsin1983,thecompanyispreparingtoinvestevenmoreinoil.Thisweekthegrouprevealedthatitspre-taxprofitslast_yearwereSKr3.85billion($500m),58%higherthanin1982;saleswereSKr101billion.FourfifthsofprofitcamefromcarsandonehalffromcarsalesinAmerica.Morethan87,000carsweresoldintheUnitedStates,22%morethanin1982and30%ofthecarsVolvosoldeverywhereintheworldApartfromitsproducts’goodandexpensivelyadvertisedreputationforsturdiness,Volvo’ssuccessinAmerica(especiallywiththevolume240caranditsup-marketsidekick,the760)stemsTHEECONOMISTJANUARY28,1984stillmeansFecarsPre-taxprofit197879°~«80TSCOperatingprofitbysectorskrbn080-4-O+F040812(CoraesstessessiFep|TeesandbusesLEELAMarinaerata>Engineering...ADFoodprocessingAD16.18Totals,SKrbnWZZZB1982:2-4[EE]1978:0-6DD“oftotalsalesACB)Constructionequipment@y@eZA717;+Inctudesforeigncurrencylosses,EneroyOther‘ofgoodwillonacquisitionsSourceComoanyreportfromthreefactors:increasedinvestmentinAmerica(onethirdofitstotalSKr4.9billioncapitalinvestmentin1981and1982wentintonorthAmericancars,trucksandothersectors);a16%devalu-ationoftheSwedishkronainOctober,1982;andtheriseinthedollar.WithmorethanSKr11.5billionincash,VolvoisreadytoaccelerateitsinvestmentsinAmerica,bothinvehiclesandoil.Lastyear,itstartedproducingandsellingbusestoAmerica.OnJanuary25th,Volvoshareholdersapprovedthecompany’splantoraise$40mtoincreaseitsstakeinHamiltonOil,anoilcompanybasedinDenver.In1982,Volvopaid$76mforthreestakesinHamiltonoilinterests.Theywerea25%shareinHamiltonBrothersPetroleum,whichhasdrillingandproductioninter-estsinAmerica,CanadaandtheNorthSea;10%ofHamiltonOilGreatBritain,whosemainassetisa28.8%shareofthesmallArgylloilfieldintheBritishsector;and50%ofHamiltonBrothersOil,an-otherAmericanoffshootwithholdingsinAmericanoilventures.TheHamiltoninterestsarenowbeingmergedintoonecompany,tobecalledHamiltonOilCorporation.Volvowantstoincreaseitsstakeinthenewcompanyto50%;$40mwouldbuyita30%share.VolvoisalsoabouttoputinitsownWORLDBUSINESSmantoheadtheoil-tradingsubsidiaryScandinavianTradingCompany(STC),inwhichithasa61%stake.STClostSKr650mlastyear.OnFebruaryIst,MrJanDanielsson,presidentofVolvoInter-nationalDevelopmentCorporation,willreplaceMrTeddeJeanssonaspresidentofSTC.In1980,Volvopaid$400mforBeijer-invest,aSwedishconglomerateof60companies,includingSTC.Atthattime,STCaccountedforalmostthreequartersofBeijerinvest’ssalesandmorethanhalfofitsprofits.MostofSTC’slosseslastyearcameinAmerica—fromoiltradingandweakmarketsfornaturalgasandoil-drillingequipment.VolvoEnergy,thecom-pany’soriginalSwedishoilsubsidiary,haslostSKr360msinceitwassetupin1979.Thisexcludeslastyear’s(undis-closed)loss,andVolvodoesnotexpectVolvoEnergytomakeaprofitbefore1985.NipponSteelRent-a-workerToKYONipponSteelislendingsurplusworkerstoothercompanies.Italreadyhas366onloantoNissanandToyota,thecar-makers.Moremayfollow.Thefivebig-geststeelmakersinJapanallreportedlossesintheyeartoSeptember,1983—theirfirstlossesforyears.Nippon,thebiggestofthemall,planstoshutdown15%ofitscapacityduringthenexttwoyears.Some2,400jobsatNipponSteelwilleventuallygo,allbynaturalwastage,notredundancy.Meantime,theloanofworkerstoothercompaniesiseasingthetransition.NipponSteel,theproducerofaboutathirdofJapan’ssteel,iscuttingbackjustasbusinessislookingbetter.Lastyear’slosseswerecausedbyslidingexportprices:betweenMay,1982,andOctober,1983,averageexportpricesforJapanesesteel!fellfrom$600pertonneto$410pertonneandpricesofpipesfortheoilindustryfrom$1,500to$500.ThoughNipponSteelisnotasheavilydependentonthepipebusinessassomeofitsrivals,itstillmadeanetlossofY10.2billion($42.5m)inthesixmonthstoSeptember,1983.Onlyprofitsfromsellingsharespreventedthatlossfrombeingmuchbigger.NomuraSecurities,theJapan:bro-keragehouse,reckonsthatNipponSteelwillbebackinprofitbythesecondhalfof1984,thankstosteadierexportpricesandcheaperrawmaterials.Yetcapacityre-ductionsarestillneeded.NipponSteelwasformedbyamergerofFujiSteeland69
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WORLDBUSINESSYawataSteelin1970,andhasfailedtoconsolidatethesefirms’decentralisedplants.NipponSteelhaseightseparatesteelworks,with25blastfurnaces.Nip-ponKokan,thesecondbiggestJapanesesteelmaker,hasitsoperationsconcentrat-edatjusttwo,integratedsites.NipponSteelplanstoshuttwoblastfurnaces,makepermanentthemothball-ingofathirdthatwastemporarilyclosedtwoyearsago,andclosethreemills.Adecadeagothefirmcouldproduce47mSteelyardbluesNipponSteel¥onProduction(mtonnes)1979335,198032-929°6198228-3YearsendingMarch1979-BO-‘8031SonesNomaaSecuresSiSeForecastTFirstsixmonths:tonnesofsteelayear.Itscapacitywasdownto32mtonnesby1983,butslackdemandandclosuresmeantoutputwasonly28mtonnes.Theplannedcutswillreducecapacityto27mtonnesbytheendof1985.Steeldemandispickingup—especiallyfromthecarindustryandshipbuilders—butallJapan'ssteelmenworryaboutSouthKorea.ThesteelworksatPohang,SouthKorea,withonly8mtonnescapac-ity,issmallbyJapanesestandards.AndJapanimportedonly2mtonnesofsteelin1983,comparedwithdomesticoutputof97mtonnes.ButSouthKoreanpricesarelowandhavebrokentheJapanesefirms’controloverdomesticandexportprices.HalfofJapan’ssteelexportsof32mtonneslastyearwenttoAsia,amarketJapanesefirmsoncevirtuallyhadtothemselves.NowtheymustcompetetherewiththeSouthKoreansandTaiwanese.NipponSteel'sexportsalesmanager,MrMasatoOchiai,reckonsthatJapan'sexportpricesareabout15%lowerbecauseofSouthKoreancompeti-tion,JapanisluckythatChinabuysnosteelfromSouthKoreabecauseofitssupportforNorthKorea.China,thefastestgrowingforeignmarketforJapa-nesesteel,bought7mtonnesin1983,comparedwith2.3mtonnesin1982.Japanesesteeloutputisexpectedtotop100mtonnesin1984,butthatwillstill70bewellshortof1980’s111mtonnes.Withlittleprospectofhighersales,theJapa-nesearetryingtocuttheirraw-materialcosts.TheywanttheirAustraliansuppli-erstoreduceiron-orepricesby10%.JapanbuystwothirdsofAustralia’sironore,soitsfirmsshouldgettheirway.NipponSteelisalsotryingtocutitsfreightcosts.Itsetupashippingcom-pany,NittetsuKaiun,inajointventurewiththeNipponKisenshippingline.NipponSteelhopestocarryitsoreim-portsinitsownships,andsoreduceitsdependenceontheshippingcompanies.Hardtimesinsteelareweakeningtheleadershipofthebigsteelunions.Inthepast,itsetthepaceintheshunto,theannualspringwage-bargaininground.Thisyear,thecarworkersandrailwayunionsarelikelytomaketherunning.SouthKoreanentrepreneursSmallissuddenlymorebeautifulSEOULSouthKorea’spamperedconglomerateshaveprosperedwhileitsmuchlargernumberofsmallandmedium-sizedindus-trialfirmshavesufferedfromamixtureofdiscriminationandneglect.Nowthegovernmentischangingtack.Itwantsmoreentrepreneurs.Itisnotsurehowtogetthem.Infavouringthebiggestuntilnow,thegovernmenthascountedonexport-ledgrowthfrombasicindustries.Inswitchingattentiontotheothers,ithopestotakeSouthKorea’sexportsup-market.ThoughthesmallerfirmsemployhalfofSouthKorea’sindustrialworkforce,theyaccountforonly32%ofproduction,andTomorrow’stransportconglomerate?thepercentagehasbeendecliningforadecade.TwothirdsofSouthKorea’smanufacturedgoods,worth$45billionayear,aremadebybarely1,000companies.MrKimEunSang,thecommerceandindustryministryofficialresponsibleforsmallbusiness,saysthatSouthKoreanowhasvirtuallyalltheheavyindustryitneeds.Newentrantsintothelabourmar-ketwillhavetobeabsorbedbymorediverse,smallercompanies.Incharacter-isticSouthKoreanfashion,smallerfirmshavebeenherdedintoafederation;anagencyhasbeensetuptopromotetech-nologytransferandco-operationbe-tweenthem;andthecountry’sbankshavebeentoldthat40-50%ofloansmustbedirectedtosmallfirms.Governmentofficials,longaccustomedtoworkingwithlargecorporations,arefindingithardtoadjusttofavouringsmallercompanies.Soare-thebanks.SouthKoreanbankersprefertoarrangeonebigloantotheconglomeratetheyknowthan10smallerloanstosmallbusinessestheydonot.Andtheyaremoreusedtolendingagainstassetsthanpersonalguaranteesandcash-flowpro-jectionsfromcompanieswhich,saysoneofficial,areoftentechnologicallyback-ward,financiallyweak,andhavemanag-erswhocannotunderstandwhytheyshouldchange.UnlikeotherAsiancountries,SouthKorealacksatraditionoffamily-runfirms.AsMrKimputsit,inSouthKoreabeingsmallisoftenthoughtofasbeingaproblem.Tocounterthis,1,000promis-ingsmallbusinessesaretobeselectedforintensivegovernmenthelp,inthehopeofcreatingwinnersthatotherswillcopy.Thegovernmentisalsotryingtoboostsmallercompaniesbygivingthemacol-lectivemonopolyovercertaingoods,in-cludingtoys,handbags,shoesandtowels.Sofar,110productsareoff-limitstobigbusiness.Ifalargecompanyalreadymakesoneoftheprotectedlines,ithastogetpermissiontoexpandproduction.Thegovernmentmaysimplifyexportprocedures.Largecorporationscanaf-fordthestafftocopewiththemanyformsinvolved,butsmallfirmscannot.Thenear-automaticapprovalnowgivenfortechnologyexportcontractscouldshowtheway.Anapplicationthatoncetookthreemenaweektohandleisnowprocessedbyonemaninaday,"SouthKoreawantssmallandmedium-sizedcompaniestoraisetheirshareofvalue-addedinmanufacturingfromto-day's35%tosomethinglike45%within10years.Thisstillfallsshortofsmallfirms’proportioninJapanandTaiwan—andjealousSouthKoreaattributesmuchoftheexportsuccessoftheseAsianrivalstotheirgo-gettingsmallmanufacturingbusinesses.THEECONOMISTJANUARY28,1984BENCHMARKSAPPLE'S0peviewstheACINTOSHjBM9000,theRixonR212AModemRES:Apple/IBMCommunications,CalculatingverheadCosts,InsideaCompiler;ProDOSfortheAppleIle,Knowledgeman,Savvy,
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Vol1,No.4likesuperscriptandsubscript,tonamejusttwo.Now,withallthishigh-speedperformance,you'dexpecttheImagewritertomaketheDevil'sOwnNoise.Itdoesn’t.Infact,theImagewriterisspeciallyconstructed—withoverlaidseamsandspecialsound-deadeningmaterials—toachieve©aremarkable53dB.Howloudisaremarkable53dB?You'dmakemorenoiseifyoureadthisaloud.TheImagewriterevenhasquietAdotmatrixprinter_thatwillimproveyourimage.MeettheApple®Image-4Gwriter,thenewestdotmatrix/printerforyourApplePersonal/(Computer,faelooks,sincewedesignedittoAndwithallthatithas/lookliketherestoftheAppleFamily.goingforit,justmaybetheYetevenwithallAPPLE’PRESENTSTbestdotmatrixprinteronitsimprovements,themarket.EIMAGEWRITERAPPLEPR)‘helmagewriterisaTakelegibility,forESENTSTHEIMAGEWRITERAPPLEPRESEN]Detterdealthananyinstance.STHEINAGEWRITERAPPLEPRESENTSTHEINAGEWRITERAppLythierdotmatrixprint-erwithcomparableperformance,Andyoucanprintthat.aaaTheImagewritercrams140x160dotsintoeachsquareinch.Soyougettextthat’shighlyreadableandhighresolutiongraphics,besides.AndisitfistTheImagewritercruisesatanunbelievable120characterspersecond.Andthat'sjustinthetextmode,|It'sevenfaster\printinggraphics.180|characterspersecond,|tobeexact,|What'smore,the—\,graphicsdumpisupto60%fasterthanothercomparablypriceddotmatriprinters,AndthatmakestheImagewriterfastenoughtohandletheLisa™Yetit’sjustasathomewithanAppleIIIorAppleIle.ThankstoApplesoftwareexpertswhodesignedthecontrolelectronicstogivetheImage-writerperfectcompatibility.NottomentionsomespecialcapabilitiesnTheQueueCoverStory30TheAppleMacintoshComputerbyGreggWilliams/ThefirmthatbroughtforththeLisanowoffersmouse-window-desktoptechnologyinanunder-$2500system.58AnInterview:TheMacintoshDesignTeambyPhilLemmons/The‘wizards’behindtheMacintoshdiscussthedesigngoalsandphilosophythatinfluencedthedevelop-mentofApple’snewcomputer.Columns88BuildtheCircuitCellarTerm-MiteSTSmartTerminal,Part2:ProgrammingandUsebySteveCiarcia/Thesuppliedstandardcontrolsoftwaresupportsseveralcharacterattributesandvariousconfigurationoptions.113User’sColumn:ChaosManorGetsItsLong-AwaitedIBMPCbyJerryPournelle/Ofmiceandmen,Eagles,Shirley,theol’mailbag,andmuchmore.147BYTEWestCoast:ABusinessComputer,aBusinessProgram,andMoreonVoiceRecognitionbyEzraShapiro/Recentdevelopmentsonthecomputingsceneraisesomequestionsaboutperceivedindustrytrends.Themes158BenchmarksandPerformanceEvaluationbyBruceRoberts/Thismonth'sarticlesdiscussbenchmarks,theirlimitations,andalternativemethodsofproductevaluation.160Don’tBenchMeInbyJerryHouston/Benchmarksareapopularwaytocom-parebothhardwareandsoftware.Buthowmeaningfularethey?168BeyondMIPS:PerformanceIsNotQualitybyJohnM.CarrollandMaryBethRosson|Twousersobservethatthere’smoretooverallsystemqualitythanspeedofoperation.175SoftwarePerformanceEvaluationbyBrianBoyle/Thisarticlepresentssomehelpfulguidelinesborrowedfromasuccessfulhardwaremodel.193TheArtofBenchmarkingPrintersbySergioMello-Grand/Anexhaustivesetofbenchmarkshelpsyoudeterminehowfastyourprinterreallyis.218BenchmarkingFORTRANCompllersbyAvramTetewsky/Theauthoroffersinsightsintodeterminingwhichcompilercreatesthefastestcode.227BenchmarkConfessionsbyPeterMarvitandMohandasNair/Understandingthebackgroundandintentionsofbenchmarksisthekeytointerpretingtheresults.235TheWord-ProcessingMazebyAndreaLewis/Howtofindyourwaythroughallthose“new”features.243EvaluatingWord-ProcessingProgramsbyArthurNaiman/A_100-pointchecklistsimplifiesthedecision-makingprocess.Reviews251Reviewer'sNotebookbyRichMalloy/AplotterfromHewlett-Packard,aMan-nesmannTallyprinter,andtwosoftwarepackagesfortheIBMPCarefeaturedinthismonth'snotes.252ProDOSbyRobMoore/AppleComputerpresentsapowerfulnewoperatingsystemforApple|computers.267KnowledgemanbyJamesW.Walker/Anew,fullyintegratedmanagementsystemoffersfulldatabaseandspreadsheetcapabilitiesinonepackage.278TheIBMCS-9000LabComputerbyThomasR.Clune/AcloserlookatIBM's“other’’microcomputer.BYTEispublishedmonthlybyMcGraw-Hillinc.,withofficesat70MainSt.,Peterborough,NH03458,phone(603)924-9281.Officehours:Mon—Thur8:30AM—4:30PM,Friday8:30AM—Noon,EasternTime.AddresssubscriptionstoBYTESubscriptions,POB590,Martinsville,NJ08836.Addresschangesofaddress,USPSForm3579,andfulfillmentquestionstoBYTESubscriptions,POB596,Martinsville,NJ08836.Second-classpostagepaidatPeterborough,NH03458andadditionalmailingoffices.USPSPublicationNo.528890(ISBN0360-5280).PostagepaidatWinnipeg,Manitoba.Registrationnumber932|.Subscriptionsare$21foroneyear,$38fortwoyears,and$55forthreeyearsintheUSAanditspossessions.InCanadaandMexico,$23foroneyear.$42,page58
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Charge!GooutthereandgettheApplePersonalComputerSystemyoureallywant.Now.Withoutlayingoutyourextracash,Withouttyingupyourotherlinesofcredit.WiththeAppleCard,TheonlyconsumercreditcardreservedexclusivelyforthepurchaseofAppleComputers,peri-pheralsandsoftwareLikeallourproducts,itworkssimply:Filloutanapplication(short,tothepointandannotatedinEnglish)atanauthorizedAppledealerhonoringtheCard.Yoursalesperson|~willcallintheapplicationandinmostcasesgetanapprovalforyourightonthespot.YoucanthentakeyourApplesystemhome.Youdon’tevenhavetowaitfortheCard;we'llmailitouttoyou.Andbythetimeyougetit,you'llprobablybewellintodoingwhateveryouboughtyourApplesystemtodo.|ThereisnoannualfeefortheCard,althoughacoupleofrestric-tionsdoapply.ThefirstpurchasemustincludeanApplePersonalComputerandyouhavetoput10%down.AndsubsequentSanitaiesneedtobeatleast$100ifmadewiththeCard.Oh,yes—you'llalsohaveacreditlimit.WhenyouusetheAppleCardtomakeadditionalpurchases,allyouhavetodoisshowtheCardandsigntheinvoice.Aslongasit'swithinyourcreditlimit,ofcourse.Ourdealersgetalittlenervouswhensomeonesignsforhalftheirinven-tory.Youunderstand.You'llalsoreceivemonthly,statementsthatincludethelates,purchases,creditavailable,andtheMinimumpaymentdue.YouI!alsobehappytoknowAppleCardcredittermsareaffordableandthepay-mentscanbespreadout.ItsallWecallitthe"“floppydiskshuffle”Ithappenswhenyouhavetwoormoresoftwareprogramsonfloppiesandyouneedtoworkwithboth.Whatdoyoudo?Youputonediskin,bootit,doyourwork,takeitout,puttheotherdiskin,bootit,doyourwork—yougettheidea.Well,youcanstopshufflinganytimenow.‘Thankstoauniquenewsoft-wareprogramcalledCatalyst™fromGiveyourfloppydiskstheboot:Quark,Inc.SpeciallydesignedforyourAppleIlandProFile"harddisk.|Catalystallowsyoutotakea|widevarietyofsoftwareprograms—_|andstorethemonyourProfile.Once|they'reonyourProFile,youjustselecttheprogramyouwantfromtheCatalystmenuthatappearsonyourmonitor—thenCatalystdoestherest.You'llneverhavetobootthoseprogramsagain.WhatkindsofprogramswillworkwithProFileandCatalyst?lF(800)268-7796v7(800)268-7spelledoutforyouatthetimeyourCardisapproved.IAGSoabyaparticipatingauthorizedAppledealerandgetanAppleCard.Justthinkofitascreditwherecreditisdue.AlmostanythingwrittenfortheApplelllincludingcopy-protectedprogramslikeVisiCalc?QuickFile™andAppleWriterIll.OrlanguageslikePascal,BASIC,orCOBOL.AndonceyouveloadedtheseprogramsintoyourProFile,theonlydisketteyoumayeverneedistheCatalyst.SoifyouhaveanAppleIllandaProFileandmorefloppiesthanyoucaretoflipthrough,getyourselfaCatalyst.Andbootthosedisksforgood.QUARK~CATALYST
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ProductPreviewTheAppleMacintoshComputerMouse-window-desktoptechnologyarrivesforunder$2500byGreggWilliamsAppleestablisheditselfasoneoftheleadinginnovatorsinpersonalcomputingtechnologyayearagobyjntroducingtheLisa,asynthesisandextensionofhuman-interfacetech-nologythathassincebeenwidelyjmitated.Nowthecompanyhasy1984©BYTEPublicationsIncFebruary:198430strengthenedthatreputationwithanewmachine,theMacintosh(above).Intermsoftechnologicalsophistica-tionandprobableeffectonthemar-ketplace,theMacintoshwilloutdis-tancetheLisaasmuchastheLisahasoutdistanceditspredecessors.TheMacintosharrives,finally,afterahistoryofcolorfulrumors.Itwillcostfrom$1995to$2495,weighs22.7pounds,andimprovesonthemouse-window-desktoptechnologystartedbytheimpressivebutexpensiveLisacomputer.Asystemwithprinterand
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VISUALTRS-80"DEC1050IBM™PCApple™tleModel12Rainbow™BaseSystemPricel..........$2,695$2,750$2,390$3,999$3,495SerialPort(RS232)........-STANDARD$119$1952STANDARD|2STANDARDFaleliitlit.oocenehbbosauc2STANDARD.$H9$1802STANDARDSTANDARDBit-MappedGraphics.........STANDARD$240STANDARD$499$845WordProcessingSoftware....STANDARD.$200-$500$200-$500$399$200-$500SpreadsheetSoftware........STANDARD$200-$300$200-$300$299$200-$300BusinessGraphicsSoftware...STANDARD$200-$400$200-$400$200$200-$400CommunicationsSoftware....|STANDARD$100-$200$100-$200$100STANDARDCOMPLETESOLUTIONPRICE..DualDriveCapacity..........640KB280KB2.5MB800KBGraphicsResolution.........640x300640x200280x192640x240800x240KeysonKeyboard...........93836382405ExpandableMemory.........YESYESYESYESYES,OptionalWinchester.........YESYESYESYESYESTiltandSwivelDisplay........YESNONONONOt—IncludesCPU,64KUserMemory,Keyboard,Display,TwoDiscDrives,andOperatingSystemBasedonmanufacturers’informationavailableAugust,1983.VISUAL1050includes128KUserMemorystandard.thecompleteprofessionalsolutionatanunbeatableprice.Communications,BASICandMore...YougetTerminalEmulationsoftwarewhichturnsyourVISUAL1050intoapowerfulASCIIterminalfordial-upaccesstoremotecomputerresources,AndyougetCBASIC”forcustomprogrammingapplications.CP/MPlus,anewandimprovedreleaseofCP/M,allowsyourVISUAL1050tosupporthundredsofpopularthird-partypackages.UnbeatableValue$2,695isthetotalretailpricefortheVISUAL1050.Yougetthebestandmostpopularsoft-warepackages,readytorunonhardwarewhichoffersthefeaturesandqualityyoushoulddemand.Twohighcapacitydiscdrives.128Kmemorystandard,expandableto256K.Fast,bitmappedgraphics.Fullsizegreenscreen.Standardprinterandcommunicationports.Rugged93-keykeyboardwithspecialWordStarengravings.Youcan'tbuyamorecompletehardwareandsoftwaresolutionatanywherenearthepriceSeeforyourselfVisualTechnologyincorporated540MainStreet,Tewksbury,MA01876Telephone(617)851-5000.Telex951-539Circle375oninquirycardseconddiskdrivecostsabout$900more,butevenatthatprice,theMacintoshisworthwaitingfor.TheMacintoshatWorkBeforewelookattheMacintosh(orMac)inmoredetail,let’slookathowitworks.WhenyouturntheMacon,itsscreentellsyoutoinserta3¥2-inchSonyfloppydisk.Whenyoudothat,theMacintoshputsadiskicononthescreenalongwiththedisk’sname.AswiththeLisacomputer,youfirstselectanobject,thenchooseamenuitemthatworksontheobject.Say,forexample,wechoosethediskbymov-ingthecursortothediskiconandclickingthemousebuttononce(figure1a).Thedisk“opensup,’showingawindowcontainingicons,eachoneofwhichcorrespondstoanitemonthedisk.TostartusingtheMacPaintprogram,weselecttheMacPainticonandchoosethemenuitem“open,”asshowninfigure1b.(WealsocouldhaveopenedMacPaintbydouble-clickingontheicon.)WhatfollowsisabriefexampleofhowtheMacPaintprogramworks.Whenweopentheprogram,wegetthescreenoffigure1c.Thelargeblankareaisawindowontothedrawingarea,theboxesontheleftaretools,theboxesonthebottomyowarepatterns,andthelinesinthecornerareselectionsforthecurrentlinewidth.Byselectingthe“openoval”toolandthethickestlinewidth,wecandrawemptyovalswiththickborders(figure1d).Byselectingthe“paintbucket”toolandthe“diagonalbricks”pattern,wecanfilltheovalwiththattexture(figurele).The“eraser”toolletsuserasepartoftheimage(figure1f);forfinercontrol,wecangivetheFATBITScommand(figure1g),whichallowsustoeraseorpaintonapixel-by-pixelbasis.Whenwearefinishedwithourim-ageandselecttheQUITcommand,theprogramdisplaysanalertboxthatasksifwewanttosaveourchanges(figure1h).FoundationsofMacintoshDesignTheMacintoshcomputerisbuiltonthreecornerstoneideas:second-gen-erationLisatechnology,reliabilityandlowcostthroughsimplicity,andmaximumsynergybetweenhard-wareandsoftware.EachoftheseideascontributessignificantlytotheuniquenessoftheMac'sdesign.Second-GenerationLisaTechnologyWithoutquestion,thestrongestin-fluenceontheMacisthatoftheAppleLisacomputer,whichprovedtheviabilityofcertainconceptsinacommercialproduct:thegraphics!mouseorientation,thedesktopmeta-phor,thedata-as-concrete-objectmetaphor,andtheshareduserinter-facebetweenprograms.TheMachasinheritedtheseconcepts;forfurtherdetailsonthem,seemyarticle,“TheLisaComputerSystem’(February1983BYTE,page33).FourdifferencesbetweentheLisaandtheMacmakethelatterasecond-generationcomputer.First,theMacrunsatahigherclockspeed,783MHz(comparedtotheLisa's5MHz).Second,theMac,whichhasasmalleramountofmemorytoworkwiththantheLisa,usesitsmemorymoreefficientlybecauseitsprogramsandsubroutinesarecodedin68000assemblylanguage(asopposedtotheLisa,whichuseslessefficient68000machine-languageprogramsthatarecompiledfromhigh-levelPascalsourcecode).Third,theMacintosheliminatesadd-onperiph-eralcardsandusesinsteadahigh-speedserialbusthatimplementswhatApplecalls“virtualslots.”(Iwilltalkaboutthisingreaterdetailbelow.)ThefinaldifferenceisactuallyanimportantlimitationoftheMacin-tosh:itallowsonlyonemajorap-plicationprogramtobeactiveatatime(theMacBASICand“deskac-AtaGlanceNameMacintoshManufacturerAppleComputer20525MarianiAveCupertino,CA95014(408)996-1010Dimensions9.75by9.75by13.5inchesWeightMainunit,keyboardandmouse—22.7Ibs.PowerRequirements105-130VAC,60Hz(U.S.model);85-135VAC,50/60Hz[internationalmodel)Memory128KbytesofRAM,64KbytesofROMStandardConfigurationMainunitwith128KbytesofRAM,64KbytesofROM,integralSony32-inchdiskdrive,9-inchvideomonitor,twoserialports;externalmechanicalmouse;externalkeyboardMassStorageOneSony3¥2-inchdiskdrive;3¥2-inchdiskholds400KbytesandisencasedinarigidplastichousingVideoDisplay9-inchmonitor,noninteriaced60.15-Hzimage,512-by342-pixelresolutionPaintingDeviceMechanicalmouseKeyboardDetachedkeyboard;58keys(59ininter-nationalversion);autorepeat;two-keyrolloverHardwareOptionsSeconddiskdrive,keypad,Imagewriterprinter,securitykit(forchainingcom-putertotable]SoftwareOptionsMacPaint(drawingprogram),MacWrite(asimplewordprocessor),MacBASIC,MacPascal,others(seetext)PricesStandardsystem,$1995-$2495;MacPaintandMacWrite(together),bundledatnochargeforthefirst100days,$195(forthetwo)thereafter;MacintoshPascal,BASIC,Logo,Terminal,andAssemble/Debugger,$99each;MacDrawandMacProject.$125each;keypad,$99;seconddiskdrive,$395;Imagewriterprinter,$495February1984©BYTEPublicationsInc.31.
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MacintoshSystemArchitectureInsidetheMacintosh,hardwareandsoftwareworktogethertoprovideasystemcapableofsupportinghigh-performancegraphics,built-inperipherals,andcommu-nicationchannelstotheoutsideworld.FromthebeginningoftheMacintoshpro-ject,theproduct-designgoalsofsmallsize,lightweight,andmoderateend-usercostencouragedustocreatealow-power,lowcomponent-countdesign.Thelargenum-berofI/Odevicesthatarebuiltintoeachunit,combinedwithourdesireforhighperformance,causedustoexploremanyalternativesforeachaspectofthehardwareimplementation.Acooperativespiritamongthepeopleworkingonthein-dustrialdesign,analogelectronics,digitalelectronics,andlow-levelsoftwareresultedinthesynthesisofdetailedimplementationsthatcombinedstrengthsfromeachgroup,providinganintegrateddesignsolu-tionforallaspectsoftheproduct.TheheartoftheMacintoshdigitalelec-tronicsistheMC68000processoranditsmemory(bothRAMandROM).IntheMacintosh,thedata-outputlinesfromthesystemRAMdriveadatabusseparatefromthatusedbytherestofthemachine(seefigure2).TheRAMistriple-ported;thismeansthatthe68000,screen-display-inghardware,andsound-outputhardwarehaveperiodicaccesstotheaddressanddatabuses,sothatthevideo,thesound,andthecurrent68000taskappeartoexecuteconcurrently.ROMmemoryconnectsdirectlytothesystemdatabusandisusedbyonlythe68000.Muchofthesystem'stime-criticalcode,suchasthelow-levelgraphicsprimi-tives,operating-systemroutines,anduser-interfaceroutines,resideinROM.Macin-toshsoftwarecallsthiscodethrough68000“line1010unimplemented”instructions,whichgetoneofapproximately480ad-dressesfromanaddresstablestoredinlowmemory;thiseffectivelyallowstheROMsubroutinestofunctionasextensionsofthe68000instructionset.SincetheROMdataandaddressbusesareusedexclusivelybythe68000,ROMisalwaysaccessedatthefullprocessorspeedof783MHz;conse-quently,theROMcanperformasaread-onlycachememory.The512-by342-pixelvideodisplayap-byBurrellC.Smithpearsinmemoryasalineararrayof10,94416-bitwordsofdata,withthemostsignifi-cantbitrepresentingthepixelfarthestleft.Each512-pixelhorizontallineconsistsof32wordsofdata,withbitsshiftedoutat15.67MHz(322.68psper512-pixelline)followedby12wordsofhorizontalblank-ing(taking12.25us).ThelastmemorybuscycleofeachhorizontallineisreservedforsoundDMA,whereabyteofsounddataisfetchedfromthesoundbufferandsenttothesoundPWM(pulse-widthmodula-tor)forconversionintoananaloglevel.Theupdaterateofthesoundchannelisthenequaltothevideohorizontalrate,or22,254.55Hz.Intheverticaldirection,342activescanlinesarefollowedbyaver-ticalretraceandenoughinactivehorizontalTheproduct-designgoalsofsmallsize,lightweight,andmoderateend-usercostencouragedustocreatealow-power,lowcomponent-countdesign.linestotakeupthesamtetimeas28hori-zontallines,providingaverticalretracetimeof1.258ms.Althoughscreen-memoryaccessesmayoccuratanytime,averticalretraceinterruptisgeneratedatthefallingedgeoftheverticalsyncpulsetoallowscreenanimationtooccurcom-pletelysynchronoustothevideobeammovement.AccesstoRAMisdividedintosyn-chronoustimeslots,withthe68000andvideocircuitssharingalternatewordac-cessesduringtheliveportionofthehori-zontalvideo-displaylineandthesoundcir-cuitsusingthevideotimeslotduringthelastmemorybuscycleofthehorizontalline.AlthoughtheaccesstoRAMisdividedthreeways,the68000'sshareismaximizedbygivingitaccesstounusedcyclesduringhorizontalandverticalblank-ing.Thisway,68000accesstoRAMaveragestoaspeedofabout6MHz.Forhigh-performancesoundgeneration,@tightlycodedroutinegenerates370samplesofsounddataandplacesthemintothesoundbufferjustafteraverticalretraceinterrupt.The68000's32-bitregistersareusedtocontrolpitchwith24bitsofpreci-sion,providingeachoffourpossiblevoiceswith16,777,216possiblefrequencies.Forsimplersounds,atimerinthesystem'sVIAprovidesasquarewaveofprogram-mablepitch.Allsoundspassthroughasoftware-controlledvolumeadjustmentthatcreatesapproximately20decibelsoftotalamplitudevariationineightdiscretesteps.TheMacintoshdiskcontrollerisasingleLSI(large-scaleintegration)componentreferredtoastheIWM(“integratedWozmachine")chip.Thedevice,aone-chipin-tegrationofthediskcontrolleroriginallydesignedbySteveWozniakfortheAppleIL,handlesdataat500kilobitspersecond.Tocontrolthediskdrive'smotorspeed,apulse-widthmodulatorlocatedonthedigitalboardallowsthedisktomoveatoneof400possiblediskmotorspeeds;thePWMisdrivenfromatableinmemoryin4fashionsimilartothatofthesoundstem.Byvaryingthemotorspeed,1createdamorereliablediskdrivethatputssignificantlymoredataonthesamedisk.TheMacintoshcommunicationschip,theZilog8530SCC(serialcommunica-tionscontroller),providessynchronousandasynchronousdatatransmissionatupto2304Kbitspersecondusingaself-clockingdataformatandupto1megabitpersecondusinganexternalclock.TheMacintosh’stivoserialportsareidentical;eachprovidessingle-endedordifferentialsignalingandmultidrop(party-line)capability.éThe6522VIA(versatileinterfaceadapter)roundsouttheI/OrequirementsofthemachinebyProvidingsystemtimers,supportforthemouseandkeyboard,andgeneral-purposeI/Olinesforselectingvarioussystemfunctionssuchasalternatescreenandsoundbuffersandforcom-municatingwiththesystem'sreal-timeclockandparametermemory.aUeESBurrellC.SmithisamemberoftheAppleMacintoshdesignteam,32February1984©BYTEPublicationsInc.”@FileEditArrangespecial°@FileEditGoodiesFontFontsizeStyle(ib)>Edit_ArrangeSpecialDuplicate*20.GetInfoPutBackCloseCloseAllPrinttectSystemFoiderWrite/Point203KindiskUEERMEYemptyFoiierRandall2Ga),6Ea76Kavailable[llWrite/Paint>a]Dos|eife12)oOiea.r@File_Edi>I]alCO{O|O/B]inBas[ojolals|SSZilp.|NOeelca\olWoocos:a=>|)g1a-th:WorkingwithMacPaintontheMacintoshcomputer.Seetextfordetails.perSavechangesbeforequitting?VesNofac)February1984©BYTEPublicationsIne.33
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cessory”programsaretwoexceptionsthatI'llcoverlater).ThislimitationislargelyduetotheMac'ssmallmem-oryspaceandtheoveralldesignofthesoftware,whichassumesthatthecurrentprogramhasaccesstoallthemachine'smemory.Thisisnotasbadasitsounds;asingleapplicationcanusemultiplewindows,andmaterialcanbecutandpastedfromonedocu-menttoanotherbystoringthematerialtobepastedona“clipboard”beforeloadingintheseconddocu-ment(whichreplacesthefirst).Still,theabsenceofhardwareslotsandtheinabilitytoruntwoapplicationssimultaneouslyaretwoimportantwaysinwhichtheMacintoshisfun-damentallydifferentfromtheLisacomputer.ReliabilityandLowCostthroughSimplicityAlthoughtheMacintoshcostsap-proximatelyone-thirdthepriceofaLisa,theMachasmuchmorethanone-thirdoftheLisa’spower.TheideaofreliabilitythroughsimplicitynotonlymakestheMacintoshpos-sibleatarelativelylowpricebutalsoproducesamachinethathasareli-abilitynormallyassociatedwithmuchsimplercomputers.OnecomponentoftheMac'ssim-plicityisitslowchipcount—itcon-tainsabout50ICs(integratedcir-cuits),whichdecreasesitsphysicalsizeandpriceandincreasesitsrelia-bility.Macreducesitschipcountbycombiningthefunctionsofmanystandardchipsintoeightprogram-mable-logicarrays(PALs).TheMacintoshhasonlytwocircuitboards,onethatholdsallitsanalogcircuitryandonethatholdsallitsdigitalcircuitry(seephotos2aand2b).Bypartitioningitsfunctionsandreducingthenumberofconnectors(bydecreasingthenumberofboardstobeconnected),thedesignershavemadetheMacbothmorereliableandlessexpensive.Theycarriedthisphilosophyfartherbyeliminatinghardwareslots;youaddperipheralstoaMacthroughitstwohigh-speedserialports.TheMacintoshwasdesignedtoreduce(or,inthecaseofthedigitalboard,eliminate)thenumberof34February1984©BYTEPublicationsInc.(2a)Photo2:TheMacintoshcircuitboards.Photo2ashowstheanalogboard,whilephoto2bshowsthedigitalboard.Thesetwoboardsplusthevideodisplay,3%-inchdiskdrive,andhousingmakeupthemainunit;onlythekeyboardandmouseareneededtomakeacompleteMacintoshsystem.placesinwhichhardwaremustbefine-tunedduringassembly.Insomecases,thedesignerseliminatedtheneedforadjustmentthroughclevercircuitdesign,whichalsomeansthere’sonelessthingtogowrongwiththecomputeronceitisintheowner'shands.Inothercases,Appleeliminatedfine-tuningbyrequiringavendorofexternallymanufacturedsubassembliestotunethepartbeforedelivery;forexample,thevideo-dis-playtubeandyokearedeliveredpre-adjusted,andtheSony3%-inchdiskdriveisdeliveredtestedandwithseveralApple-specifiedmodifica-tions.MaximumSynergybetweenHardwareandSoftwareTheMacintosh’shardwareandsoftwarewereoptimizedformaxi-mumperformance.Thismeansthatthehardwareandsoftwareevolvedoveraperiodoftimeinaprocessofmutualgiveandtake.Forexample,thepixelsdisplayedontheMac'svideodisplayaresquare(notrec-tangular,asinothercomputers);thisgreatlysimplifiesthesoftwarethatdrawssquaresandcircles,scalestextandgraphics,andprintsscreenimages.HardwareThemainunitoftheMacintoshconsistsofeightparts:twocircuitboards,acabletoconnectthem,ametalchassis,a3%-inchdiskdrive,avideo-displaytubewithyoke,andaplasticfrontbezelandrearhousing(seephotos3aand3b).Anexternalmouseandkeyboardmakeforatotalof10parts.Themainunittakesupanamazinglysmall10-inchby10-incharea(itis13%incheshigh).True,thekeyboardandmousetakeupmoreareathanthat,butthefoot-printofthemainunitisconsiderablysmallerthanthatofcomparablecom-puters.TheMacisalsopleasantlycompactandlight;anentireMacsys-teminanoptionalpaddedsatchelweighs25.6pounds(lessthanmanytransportablecomputers)andcanbecarriedontoanairplane.Figure2showsablockdiagramoftheMacintoshhardware;formoredetails,seethe“MacintoshSystemArchitecture”textbox.Fornow,let'slookatthemachine'smajorsubas-semblies:Processor:TheMacintoshusesaMotorola68000processorrunningat783MHz.Videodisplay:TheMachasa9-inchmonitorthatdisplaysanon-interlacedimageat60.15Hz.Theres-olutionofthevideoimageis80pixelsperinch,sotheoverallscreenis512by342pixels.ROM:TheMacusestwo256K-bitROMsconfiguredas64Kbytesofmemory.TheROM(read-onlymemory)containsmostoftheMac'soperatingsystemanda“toolbox”ofoptimized68000userinterfacerelatedroutines(seethetextbox“TheUserInterfaceToolbox”formoredetail).TheROMisalwaysaccessedatfullspeed,783MHz.RAM:TheMachas128Kbytesofmemory;atsomepoint(Applesaysbytheendof1984),thiswillbeex-pandableto512Kbytes(bysubsti-tuting256K-bitdynamicRAM(random-accessread/writememory)chipsforthe64K-bitchipscurrentlybeingused).Thescreendisplayuses21,888bytesandisdrawnusingthismemoryandDMA(directmemoryaccess)circuitry.Applehasanun-Textcontinuedonpage39GoingfortheWorldMarketHavinglearnedfrompastexperience,AppledesignedtheMacintoshsothatitcouldeasilybemodifiedforallmarketsout-sidetheUnitedStates.Thefollowingex-amplesshowhowpervasivenation-orlan-Suage-specificaspectsofacomputerdesignareandhowApplehasminimizedthechangesneeded.Exceptfortheword“Apple”onthereatpanel,theMacintoshhasnoEnglishtextanywhereontheproductorintheROM.Eachplugislabeledwithapicturethatidentifiesitsfunction.Thevideo-displayrateof60.15Hzisgen-eratedinternallyinsteadofbeingderivedmtthelinecurrent.ThisallowstheMactobeusedwithoutmodificationincoun-triesthathave50-Hzlinecurrent.Macintoshsoftwarehasbeendesignedsothatalltextmessages,messagelayouts,andiconscanbestoredinaresourcefile,separatefromtheprogramitself.Ade-signercanusearesource-editorprogramtochangetext(forexample,toanotherlan-guage),icons,messagelayout,andthefor-matsoftime,dates,numbers,andcurren-cy.Withthismethod,theprogramitselfdoesnothavetobechangedandrecompiledtomakethesechanges.Thekeysonthekeyboardaredefinedbythesoftware,thusallowingAppletochangethekeyboardeasilytoaccommodatethespecialcharactersneededbysomelan-guages,Inaddition,ApplehasdesignedtheMacsothattwokeyboards(differinginonlyonekey)canbeusedforallver-sionsoftheproduct;Applecustomizesakeyboardforagivenlanguagebyprintingthenecessarylegendsintotheplastickeys.Inaddition,anyMackeyboardcanproducethefullMacintoshcharacterset;theonlyadvantagetohavingthekeyboardforacer-tainlanguageisthatthekeyboardlayoutwillbemoreappropriateforthatlanguage.Withtheseinnovations,themosttime-consumingpartofmodifyingtheMacin-toshforanothercountryistranslatingandprintingthedocumentation.ApplereportsthatitwillbeshippingtheMacintoshtoseveralforeigncountries“withinseveralmonthsoftheMac'sintroduction.”(Com-paniesneverseemtomeetsuchdeadlines,soexpectforeignversionstobeshippedbe-foretheendof1984.)February1984©BYTEPublicationsInc.35
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February1984©BYTEPublicationsInc.BhsSSIswarenXL4Pseeissibs322333oz2383aa(eeiheeaeHeidarishee2aaIoeIREiriaaeOeoeDESKMANAGEResroom]Naat|||wyxnopasilzeidatane|{lbDIALOGMANAGERirea»HEEskwalkTheUser-InterfaceToolbox=FoS<Gb6co3waS2238geetSoreomeTEXTEDIT}3,--——?3SoU)sEena3z82ESEfeEiThetoolbox(whichoccupiestwo-thirdsThelatterabilityisneededtocorrectlyROT2afe@|ofthehigh-speed64K-byteROMinsidethe_displaywindowcontentswhenonewin-|CONTROLMANAGERSSee2AleMacintosh)includesoptimized68000dowoverlapsothers.Thesourcecodefor7“yemachine-languageroutinesthathandleallQuickdrawisidenticalinboththeLisaandte8gaspectsoftheMacintoshuserinterface—theMacintosh.NNPOMMANAGERze28o|,2vangzg|5&zathingslikewindows,text,themouse,pull-EventManager:Allsystemevents(e.g.,Fsenees332ABidownmenus,deskaccessories,dialogue_keypressesandmousebuttonpresses)arepeaSeate4238]|cece4boxes,andfonts.Thefigurebelowshows_receivedandinterpretedthroughthisunit,|:eeSauesqtherelativerelationshipsamongthedif-whichmediatesbetweentheapplicationgefcfigferentunits(orpackagesofroutines).Hereprogramandtheoutsideworld.auGRORAeanEabarBle233eoaisabriefdescriptionofeachunit,starting«ToolboxUtilities:Theseroutineshan-oeFeseaeSeeearayeiid!withthelowest-levelunitandworkingup:_dlemiscellaneoustasksnaincludeie=Priie6&5tions,fixed-pointarithmetic,andbit-eth(Aasa23igFyiGPe!Se:>a221iyeResourceManager:Theseroutineswiselogicaloperations.4‘zh&esSnoDeecoordinatetheuseofresources,whichare¢WindowManager:SinceallactiononFe|ParentPNdeeyxdatastructuresihastextstrings,theMacintoshdisplayoccurswithinwin-ERSURERANieee2Ceaeetemenus,andiconandfontdefinitions.dows,thisisaveryimportantunitthatGece52388peeeazTheseresourcesarekeptseparatefromtheisusedalot.TheWindowManagerallows©53g88==823actualcodeofanapplication,whichmeans__theapplicationprogramtointeractwithksoo)gEthattheresourcesofanapplicationcanbewindowsonahighlevelwhileittakescareB23cemodifiedwithoutforcingarecompilation_ofthelow-leveldetailsSMpceDialoeMetaaeeDiesease2232(ormodification)oftheapplicationpro-allowsyoutocreatedifferentkindsof2SeuJanagerybi=e[ereBe33gram.TheResourceManagerisusually(document,dialogue,andalertboxes,for_textboxeswithseveralcheckboxes;usually,‘Jsul=—omcalledbyhigherunitslikethemenuandexample),deletethem,movethem,change_clickingthemousebuttonnearaboxselects58taffontmanagers.theirsize,andmakeaninactivewindowit(andtheactionorconditionassociatediF$s23*FontManager:Thisunitsupportstheactiveandviceversa.TheWindowwithit)andunselectsthepreviouslyBoGiBl.43useofvarioustextfonts.ItcallstheManagerensuresthatthecomputerquto-checkedbox.Analertbox(asinfigureth)2éaa]£Eresourcemanagerwhenitneedstouseamaticallyredrawsthenecessaryscreenalertsyouto.apotentiallydangeroussitua-Se{q“|32fontnotalreadyinmemory,anditisusual-areaswhensomeaspectofawindowistionandfoneweeclickoeaegeeviklycalledbytheQuickdrawunit,changed.tdibuttons,“Cancel”or“OK.”TheDialogcoeB*Quickdraw:Quickdrawisagraphics«ControlManager:ThisunitcontrolsManagerhandlesthedisplayofandusergzzaaJpackagethatisattheheartofboththeLisatheuseofsoftwarebuttons,checkboxes,responsetoadialogueoralertHe,239]wud332andMacintoshcomputers.BillAtkinson,anddials,allofwhichcanbecalledontopasManager:Heaatheoes]aseeeé=sxitscreator,workedfor3%yearsontheshowandalterthestatusofcertainapplicationPrsrertyeethedette:358oohEeenstd2code,rewritingitmanytimesandreduc-variables.iPSRMIUsisttef!iSageSeria)a35ingitfromaeeeeaeotaeeGiveniedig‘lenusiskiftheyarenotcurrent-BzFAor8Parcs2anrogramtoa24K-bytepackageofhisionalmatrixofmenuitems(eachcolumnIfe2[223Z.2as3aied68000code,Atkinson,nedsisamenutitlefollowedbyitsselections),ee|ffeG&2ge||8<3involvedintheearlydesignoftheLisa’sthisunitcontrolsthedisplayandbehavioruaea8Esga®i328userinterface,designedandoptimizedofthatmatrixofpull-downmenus.ApplicationscanbewritteninMaczIg-2.95352-8.QuickdrawfortheLisacomputer;helater*TextEdit:Theseroutinescontrolele-BASIC,MacPascal,or68000assemblyeoeo2293925033|©joinedtheMacintoshdesignteam.Quick-mentarytextentryandediting.TextEditlanguage(usuallyoneofthelattertwo).ayPesetaam|ftdrawisveryfast—forexample,itcanprintisdesignedwithlotsofsoftware“hooks”BothMacPascalandMacBASICare|382tothescreenmorethan7000characterspersothalyoucanmodifyitsbehaviorbutstilldesignedsothattheirkeywordsdirectlycall$2eesecond.Twoofitsmostinterestinguseit.AnexternalunitcalledCoreEdit,mostofthetoolboxroutines.Mostapplica-ieabefcapabilitiesareitsabilitytofillinanyar-whichmustbeloadedintoRAM,contains__tionsthatusetheroutinesareessentially3bitraryshapewithapatternanditsabil-moresophisticatedentryandeditinganendlesslyrepeatingloopthatwaitsfor4ityto“clip”animagetocorrespondtotheroutines;CoreEditcanhandledifferentanevent,determineswhatkindofeventboundariesofanarbitrarymaskingshape._fonts,sizes,andtextstyles.itis,andthenprocessestheevent.Figure2:AblockdiagramoftheMacintoshhardware,Formoredetails,seethe“MacintoshSystemArchitecture”textbox.February1984©BYTEPublicationsInc.
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MacintoshSystemSoftwareOverviewbyAndyHertzfeldTheMacintoshismorethanapower-ful,inexpensive68000-baseddesktopcom-puter.Itcomeswithabuilt-inpersonalityprovidedby64Kbytesofhandcraftedsys-temsoftwarecontainedintwoROMchipsonitsdigitalboard.Besidesperformingtraditionaloperating-systemfunctionssuchasmemoryandfilemanagement,theMac-intoshROMincludestherevolutionaryQuickdrawpackageandaUser-InterfaceToolboxtohelpprogrammersdevelopap-plicationsthatshareaconsistent,advanceduserinterface.TheMacintoshROMcanbethoughtofasanextensiontothe68000instructionset,augmentingits56basicinstructionswithmorethan480newinstructionsdesignedforimplementingfastmouse-basedapplications.Itisimplementeden-tirelyin68000assembly-languagecodethathasbeenhandcraftedandoptimizedoveraperiodofalmostthreeyears.Wechoseassemblylanguageoverahigher-levellanguagebecauseitwasveryimpor-tantforthesystemtobesmallandfast.TheMacintoshisintendedtobeaveryhigh-volumeproduct,andwecouldaffordtolavishtimeandattentiononeveryrou-tine,makingeachoneasefficientaspos-sible,knowingthatoureffortswouldbemultipliedbythemillionsofunitsthatwewilleventuallyship.Itissomewhatriskytoput64KbytesofintricatesystemsoftwareinROMonadisk-basedsystem,butwediditbecausewewantedthemachinetohaveabuilt-instandarduserinterface.ByusingourROM-basedtoolbox,aprogrammersavesdevelopmenttimeandpreciousmemoryspace;thisprovidesapositiveincentivefordoingitourway.Also,thepriceperbitofROMissignificantlylessthanthatofRAM,andnothavingtheoperatingsystemloadinfromdisksavesspaceoneverydiskyouhave.ApplicationprogramsneverreferencetheROMdirectly;instead,theyusecompact“trap’’instructionsthatareinterpretedbythesystemdispatcher.Thisallowsustointerceptanyroutinetofixtheprogrambugsthatwillinevitablyarise.TheMac'ssystemsoftwaredesignphi-losophyemphasizessimplicity,flexibility,andhighperformance.Wechosethesingle-application-at-a-timephilosophytohelpkeepthingsrelativelysimple.Theuser-interfacesoftwareisdesignedtobeflexiblebecausewearestilllearninghowtomakesystemseasierandmorefuntouse.Anotherreasonfordesigningthesoftwarethiswayisthattryingtoliveforyearswithwhatwethoughtwasbestatanygiventimewoulddoomustoeventualfailure.Highperformanceisextremelyim-portantinaninteractivesystem;peoplewon'tenjoyusingasystemunlessitisveryresponsive.Aboutone-thirdoftheROMisdevotedtowhatwecalltheMacintoshOperatingSystem,whichcontainsmanycomponentsfoundinmoretraditionalsystems,Itin-cludesthelow-leveldevicedriversandin-terrupthandlers,anasynchronousI/Osystem,amemorymanager,asimple,fastfilesystem,asegmentloader,andvariousutilityroutines.TheI/Osystemsupportsswappable,RAM-baseddevicedriversaswellasitsbuilt-inserial,disk,andsounddrivers.MostI/Oandfile-systemcallscanbemadeasynchronously,whichallowsanapplicationtooverlapI/Otaskswithothertasks.Thememorymanagerminimizesthefragmentationofavailablememoryintosmallpiecesbysupportingrelocatableob-jectsthatarealwaysaccessedindirectly;thememorymanageralsoprovidesanautomaticcachingschemebyoptionallyGa)(3b)purgingobjectsasmemorygrowsfuller.Thefilesystemensuresagainstlossofdatabymaintainingtagsoneveryblock;theseallowthecontentsofadisktobepiecedbacktogetherevenifthedirectoryisdestroyed.AnotherthirdoftheROMisoccupiedbyBillAtkinson'sQuickdrawgraphicspackage.Quickdraw,whichisthecorner-stoneofApple's“Lisatechnology,”isresponsiblefortheMac'sextremelyfastuserinteraction.Itdrawspracticallyevery-thingyouseeonthescreen,includingtext(inavarietyoftypefacesandstyles)andbothfilledandunfilledrectangles,lines,andovals,Italsoiscapableofrepresentingarbitraryareasofthescreencalledregionsin@verycompactdatastructure.AllQuickdrawcallsareclippedtotheintersec-tionofuptothreeregions,providingthefundamentalcapabilitynecessaryforover-lappingwindows.Quickdrawalsoiscap-ableofrecordinganysequenceofprocedurecallsandsavingthemasapicture.Pic-turesprovideaneasy,powerfulmethodfortransferringgraphicsbetweenapplications,ThefinalthirdoftheMacintoshROMisoccupiedbytheUser-InterfaceToolbox,acollectionofvariousmanagersandserv-icesintendedtohelpaprogrammerdevelopapplicationsthatconformtotheMacintoshstandarduserinterface.Itsprincipalcom-ponentsareresources,windows,menus,controls,dialogues,andatext-editingpackage.Thewindow,menu,andcontrolmanagerscontainlittleinformationonhowindividualwindows,menus,orcontrolslookorbehave.Instead,thisinformationisencapsulatedindefinitionfunctions,whicharekeptasresourcesandswappedintomemoryasnecessarytoimplementmessagessentbythevariousmanagers.Thisprovidesaveryflexiblestructurecapableofevolvingaswelearnhowtoim-provetheuserinterface.AnotherimportantgoaloftheMacin-toshsystemsoftwareistofacilitatethepassingofdatabetweenapplications.Ascrapmanagerisprovidedtohelpap-plicationssharedata.Itdefinestwodatatypesthateveryapplicationisrequestedtosupport(simpleASCIItextandQuickdrawpictures)andletsapplicationsdefinetheirowncustomtypes.Itprovidesroutinesfortransferringdatainandoutofthescrap.Asstatedabove,Macintoshsupportsonlyoneapplicationrunningatanygiventime.Thisrestrictionismainlyduetolimitedavailablememory.Bymakingafewsimplecallstothedeskmanager,anap-plicationmayallowmanyusefulmini-applicationstorunconcurrentlywithitself.Thesesmallprogramsarecalleddeskaccessoriesandarecapableofcut-tingandpastingdatawitheachotheraswellaswiththemajorapplication.Wecur-rentlyprovidefivedeskaccessories(calcu-lator,clock,notepad,controlpanelfordefaultsystemparameters,andscrapbook).Bythespringof1983,itbecameapparentthatwewouldnotbeabletofitalltheroutinesthatwehadhopedtointoour64K-byteROMspace.Wedesignedafacil-itytoallowsomesystemcode(inthesystemresourcefile)tobeswappedinfromdisktoRAMwhenneeded.WenowusefivesuchRAM-basedpackages,includingafullyIEEE-standardfloating-pointnumericpackage,astandardfiledialoguepackage,andaninternationalstringpackagethatdealswithvariousformatsfordateandtimedisplay.Insummary,the64KbytesofROM-basedfirmwareprovideMacintoshwithauniquepersonalityanduserinterface,formingthefoundationforthedevelopmentofcommunicatingapplicationsthatshare@commonuserinterface.TheMacintoshfirmwareisveryfastandflexible,anditwillbeexcitingtoseealltheapplicationsthatdevelopfromitintheyearstocome.AndyHertzfeldisamemberoftheAppleMacintoshdesignteam.‘Textcontinuedfrompage35:disclosedproprietarytechniqueforphase-lockingthe68000tolessex-pensivememory,whichlowerstheproductcostwithoutsacrificingthespeedofmemoryaccess.WhentheMacisdrawingahori-zontallineofthevideodisplay,the68000andthevideoDMAcircuitryalternate(interleave)theiraccessestotheRAMaddressanddatalines.incethesetwocanneveraccessRAMsimultaneously,the68000canneverroducehashingorotherglitchesinthevideodisplaybyaccessingRAMatthewrongtime.Becauseofthisinterleaving,the68000accessesRAMat3.92MHz,halfofthefull783MHzsate,duringthedisplayofahori-zontallineofthescreen.Thisisdonejnthefollowingway:theDMAcir-cuitryputsawordfromRAMintothevideoshiftregister;whiletheregisterissendingoutthose16bitsseriallytothescreen,the68000usesWhenthevideodisplayisdoingahorizontalorverticalretrace,how-ever,the68000getsexclusiveuseoftheRAMatitsfullspeed,783MHz.ThishasasignificanteffectontheaveragespeedofRAMaccess.Outofthe45ys(microseconds)foreachhorizontaldisplayline,over12ps(about27percentofthetime)areoc-cupiedbyhorizontalretrace.Ofthese2us,about0.5usisusedtosenddatatothesoundanddisk-speedcir-cuitry,whiletherestisavailabletothe68000.Furthermore,outofthe16.626ms(milliseconds)usedtodraweachcompletescreen,1.258ms(about7.6percentofthetime)aredevotedtoverticalretrace.Ofthis,about14ysareusedforsoundanddisk-speedcontrol(representingthecontrolworkdoneattheendoftheequivalentof28unusedhorizontallinesofvideo),leavingmorethan1.244msforthe68000toaccessRAMscreendisplay.TheRAMisaccessedat3.92MHzduringscreendisplayandat783MHzotherwise.Theaveragespeedofthesystemisaround6MHz.Onememoryareaofinterestisthesoundbuffer.Alongwithassociatedhardware,thisbufferenablesyoutocreatefourchannelsofarbitrarysoundwhileusingnomorethan50percentofthe68000’scomputingpower.The68000performslook-upoperationsevery44usonuptofour256-bytewaveformtables;theresultoftheselookupsisplacedina370-bytesoundbuffer,fromwhichthesoundhardwarefetches1byteevery44ystodelivertoan8-bitdigital-to-analogcircuit(DAC).Anin-ternalVIA(versatileinterfaceadapter)canalsobeusedtogenerateasinglesquare-wavetonewhileusinganinsignificantpartofthe68000’scomputingpower.Photo3:InsidetheMacintoshcomputer.Fromthefront(photo3a),youcanseethevideodisplayandthe3%-inchdiskdrive.Fromtherear(photo3b),youcanseethettoomaincircuitboards(rightandbottom),therearofthevideo-displaytube,the3%4-inchdiskdrive,andarowofconnectorsatthebottomoftheunit.Theconnectionsgo,fromlefttoright,tothemouse,aseconddiskdrive,twoperipherals(thesearetwoserialports),andanexternalamplifier(forsoundoutput).RAMforitsownpurposes;thentheclebeginsagainwiththeDMAcircuitry:atfullspeed.Tosummarize,theROMisalwaysaccessedat7.83MHz,regardlessofMassstorage:TheMacintoshusesacustomversionoftheSony34-inchdiskanddrive(seephoto4).The38February1984©BYTEPublicationsinc.February1984©BYTEPublicationsInc.39
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TheMacintoshMemoryMapTheMacintoshmemorymapcontainsRAM,ROM,andI/Odevicesthatcom-municatewiththe68000throughspecifiedmemorylocations.WhentheMacintoshisturnedon(i.e.,atboot-up),the64K-byteROMmapsintothefirstpageofmemoryandisusedtogetthesystemstarted.Afterboot-up,thepositionsofRAMandROMarechangedsothatthe128K-byteblockofRAMoccupiesthefirsttwopagesofmemory(seefigurebelow).ThePhaseReadareaofmemoryisusedtodeterminewhetherthecomputer'stimingsignalsarecorrectlyinphasewitheachother;thisisusuallydonebyROMroutinesatboot-up.TheVIA(versatileinterfaceadapter)locationsareusedbytheMacintosh’s6522VIA.ThischipgivestheMacintoshparallelinput,output,andinterruptlines,shiftregisters,mouseinformation,andclocks.TheIWMlocationsareusedbytheMacintosh’sIWM(integratedWozma-chine),whichcontrolsallaccesstothein-ternal3%2-inchdiskdriveandtheoptionalexternalone.TheSCCReadandSCCWritelocationsareusedforseveralpurposes.TheyallowtheSCC(serialcommunicationscontroller)chiptohandletwoserialportsatratesbe-tween30and230,400bitspersecond.Inaddition,theyallowtheSCCtodetectmousemotion(inconjunctionwiththeVIA)andadjustthephaseoftheMacin-toshtimingsignals,Mostprogrammerswillnotneedin-timateknowledgeoftheMacintoshmemorymap.The64K-byteROMcontainssophisticatedroutinesthattakecareoflow-levelprocesseslikeI/O,memorymanage-ment,videodisplay,andsimilartasks.Ap-pleencouragestheuseoftheseroutines;theymeanlessdevelopmenttime,con-formitytothestandardMacintoshuserin-terface,fasterprograms(ROMalwaysrunsatfullspeed),andmorememoryspaceforprogramsanddisks.QUARKINTRODUCESCATALYSTIle:TheOnlyHardDiskProgramSelectorfortheAppleIleandAppleIIPlus.ADDRESS(INHEXADECIMAL)FFFFFF00000000000000000000ADDRESS(INHEXADECIMAL)01FFFF01FFE300006000AharddiskmakesyourAppleIeor64KAIIPlusevenmorepowerful.Andmakesyouevenmoreproductive.Butyoustillhavetoloadanewfloppyandrebootwhenyouneedtochangepro-grams.Andthemoreprogramsyouhave,themoretimeyouwaste.That’swhyQuarkdevelopedCatalyst™19AuniqueProDOSprogramselectorthatletsyousWitchbetweenevencopy-protectedprograms.WithoutTheconvenientmenuliststheprogramsyou’vestoredonyourharddisk,organizedinanywayyouwish.YoucanautomaticallyinstallvirtuallyanyprogramswhichuseApple’snewProDOSoperatingsystem?IncludingsoftwarefromQuark,AppleComputerandotherleadingmanufacturers._0000_|01FDOO0000O01FC7F_}01A700CatalystHeisanaffordable$149.Soseeyourfavoritedealertodayforacompletedemonstration.Andwhileyou’rethere,lookintoQuark’sotherof-rebooting.AfewkeystrokesmoveyoufromWordficeautomationtoolsfortheAppleIeandAppleIII.JugglerIetoyourspreadsheet,thentoyourfilePowerfulprogramsthatareeasytolearn.Anduse.managementsystem,andsoforth.JustbootCatalystIeAtpricesthatareasintelligentasthesoftware.whenyouturnonyourmachine,andyoumaynotneedtotouchanotherfloppyallday.oranyotherAppleoperatingsystem.Quark,CatalystandWordJuggleraretrademarksofQuark)Incorporated,Apple,ProDOSandProFileareregisteredtrade¢ryofAppleComputer,Inc.“a>ForthenameoftheQuarkdealer-nearéstyou,call1(800)543-9711.QuarkGirele309oninquirycard.*NotcompatiblewithprogramswrittenforDOS3.3,Pascal,CP/Mee,'0001001000000AFTERBOOT-UPDURINGBOOT-UPkan©1983QuarkIncorporatedOfficeAutomationTools2525WestEvans,Suite220DenverCO8021940February1964©BYTEPublicationsInc.
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Photo4:TheSony3%-inchdiskisencasedinarigidplastichousing,andtheovalwindowthroughwhichthemagneticmediumisaccessedisprotectedbyametalshutterthatslidesoutofthewaywhenthediskisinsertedinthedrive.Thesefactorshelpprotectthediskfromcasualuse.drivecanstore400Kbytesonasingle-sided3¥-inchdisk;theMacisdesignedtobeabletousedouble-sideddrivestoget800Kbytesperdisk,anoptionthatApplemaypur-sueatalaterdate.ThestandardSony3%4-inchdisk(usedtodatebyHew-lett-Packardandothervendors)puts70tracksofdataat135tpi(tracksperinch)ontoeachdisk.AtApple'surg-ing,Sonynowmakesthedriveinanothermodelthathas80tracksofdataat135tpi.Asacomparison,theHewlett-PackardHP150usesthe70-trackversionandconventionalsectoringtoget270Kbytespersingle-sideddisk.Macintoshprograms,iftheyarede-signedinaccordancewithAppleguide-lines,willbeabletotradedataamongthemselveswithoutoneprogramhavingtoknowanythingaboutthenatureoftheothers.Thisisdonethroughuseofasharedmemoryareacalledtheclipboardandthestandardizationofthedatathatcanbestoredinit.‘Theclipboardisarelocatablepieceofmemorythatisnoterasedwhenanewpro-gramreplacesanolderone.Itisusedasfollows:thefirstprogramcopiesdataintotheclipboard,thesecondprogramreplacesthefirstwithitsowncodeanddata,andthedataintheclipboardisaddedtothedatanowinmemory.Theclipboardcancontainavariablenumberofdataitems,thougheveryitemmustbeofadifferenttype.Eachdataitemconsistsofafour-characterdata-typeidentifier,a32-bitlength(inbytes),andastreamofbytesthatSharingDataamongProgramsmakesuptheactualcontentsofthedataitem.Programsarefreetoimplementtheirowndatatypes.Applehasdefinedtwo—textandQuickdrawpictures—anden-courageseveryprogramtobeabletoreadbothandwriteatleastoneofthesedata‘types.TextisasimpleASCIIstringofcharacterswithoutanyinformationonthesize,font,orpositionofthetext.Quick-drawpicturesaredefinedasasequenceofcommandsthatcanbeunderstoodby|Quickdrawroutines.AQuickdrawpicturecancontaindisplayabletext(whichdoes|includeinformationontextsize,font,andpositiononthescreen),asequenceofelementarygraphicscommandsthatwillrecreatetheimage,ortheimagedescribedasastreamofbits.Thesetwodatatypesprovideaguaranteedmeansofcommunica-tionamongMacintoshprograms.42,February1984©BYTEPublicationsInc.Inadditiontothechangeto80tpi,ApplecontractedSonytomodifythedriveinseveralotherways.TwochangesallowtheSonydrivetomimicthebehavioroftheLisa“twiggy”drives(whichwereoriginal-lychosenforuseintheMac):diskejectionundersoftwarecontrolandvariabledisk-rotationspeed.ThefirstchangeallowstheMactoensurethatadiskiscorrectlyupdatedbeforeitissurrenderedtotheuser(thatis,youcan'ttakeadiskoutofthedriveuntiltheMacsoftwarepermitsit).ThesecondchangeenablestheMactorecordontothediskataconstantlineardensity(whichmeansyoucanputmoredataontheoutermosttracks),asopposedtotheconstantradialdensityapproachmostcom-putersuse(whichputsthesameamountofdataoneachtrackregard-lessofposition).TheMacintosh’sdriverotatesundersoftwarecontrolbetween390and600rpm(revolutionsperminute)andtransfersdataattherateof489.6Kbitspersecond(bitsasre-cordedonthedisk,notdecodeddatabits).Mostcomputersuseadisk-controllerchipinsteadofthepro-cessortocontrolthedrive.TheMac(liketheAppleIl)usesitsprocessortodirectlycontrolthedrive.BecausetheMacintoshcancontrolmoredisk-relatedparametersthantheAppleII(thevariablemotorspeed,forexam-ple),Macintoshownerswillbetreatedtoanevengreaterwealthofcopy-protectionschemesthanAppleTlownersenjoy.Also,theMacintosh|driveusesmodifiedgroupcoderecord-ingtoencodedataontothedisk.Thistechnique,inventedbySteveWoz-niakforusewiththeAppleII,en-codes6bitsofdataintoaneight-transitiongroupthatisrecordedontothedisksurface.Keyboard:Thekeyboardhas58keys;theleftShiftkeyissplitontheinternationalversionoftheMacin-tosh,givingitatotalof59keys.ThekeyboardincludesReturn,CapsLock,andShiftkeysintheirusualplaces,twoOptionkeys,andacloverleafcommandkey(seephoto5).CombinationsoftheShift,CapsLock,andOptionkeysgiveeachkeyuptosixmeanings;thecommandkeyactsasamodifierandisoftenusedwithaletterkeyasthekeyboardsub-stituteforamouse-selectedmenuitem.Thekeyboardcontainsan8021microprocessorandisconnectedtothemainboxbyafour-wirebidirec-tionalserialconnection.Theconnec-tionsonbothendsusethesamekindofsquaremodularplugfoundinmosttelephones.Mouse:TheMac’sone-buttonmechanicalmouse,aboutthesizeofapackofcigarettes,isessentiallythesameastheLisa's;itdiffersonlyintheshapeoftheplastichousing.Themouseisusedtopositionthecursoronthescreen;whenyouslidethemouseoverahorizontalsurface,thecursormovesinthesamedirectiononthescreen.Serialbus:TheMacintosh’sserialbusisveryimportantbecauseitisthewaythatmostfutureperipherals(ex-ceptthesecond3%-inchdiskdriveandthekeypad)willconnecttothecomputer.Thebuscanrunintwomodes:withanexternalclock,itcantransferdataatupto1megabitpersecond;withinternalclocking(whichembedsclockbitsinthedatastreamitself),itcantransferdataatupto2304Kbitspersecond.Thelatterschemewillbeusedtoconnectmostperipherals,whichneedonlyalowtomediumdata-transferrate,totheMacintoshinapassivedaisy-chainedline.ThisschemeimplementswhattheMac’sdesignerscall“virtualslots.”Virtualslotshaveseveraladvan-tagesoverconventionalhardwareperipheralslots.Theyreducethepotentialproblemsinherentinanyaddedmechanicalconnection(aserialinterfaceconnectorhasfewerpinsthanatypicalinterfaceboard).TheyreduceRFI(radio-frequencyin-terference)bykeepingthemainboxleakproofandallowingeasy,inex-pensiveshieldingoftheserialline.Bydecidingthatperipheralswillsupplytheirownpower,theMacin-toshdesignerswereabletostream-linethepowersupplyofthemainboxwithoutworryingaboutthepowerneedsofunspecifiedfutureperipherals.Finally,virtualslotseliminatetheneedofperipheralcardstoinsertthemselvessome-whereinthecomputer'smemorymap;theunchangingmemorymapcreatesaknown,unchangingsystemarchitecturethatallsoftwaredesign-erscanbeassuredof,regardlessoftheperipheralsconnected.Thevirtual-slotschemeisbothpracticalandelegant;itoffersasimple,standardwaytoconnectun-specifiedfutureperipherals.The230.4Kbit-per-seconddata-transferrateishighenoughtomeettheneedsofmostperipherals—printers,modems,plotters,musicsynthe-sizers,andsoon.However,oneclassofadd-oncardwillnotworkusingthisscheme:processorcardsliketheMicrosoftSoftcard,whichallowacomputertorunanotherprocessor'ssoftware.Suchcardsrequirefullac-cesstothedataandaddresslinesandwillnotworkviaaserial“virtualslot”Asaresult,despitesomerumorstothecontrary,theMacin-toshwillneveruseIBMPC-orMS-DOS-basedsoftware.Powersupply:AppledesignedtwopowersuppliesfortheMacintosh.Thefirstoneusesa60-wattswitch-ingpowersupplysimilartooneusedintheAppleIIfamily;itcanoperateon85to135VACateither50or60Hz.Fortechnicalreasons,useofthispowersupplywouldhavedelayedtheintroductionofthemachine,soAppledesignedandproducedasimplernonswitchingpowersupplyphoto5:TheMacintoshkeyboard.February1984©BYTEPublicationsInc.43
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(105to130VAC,60Hz)forinitialuseinthefirstU.S.modelsoftheMacin-tosh.Thefirstswitchingpowersup-plywillbeusedlaterintheyearfortheinternationalmodelandpossiblyfortheU.S.model.Thesupplywasdesignedtodrivetwotwiggydisks;whenthedesignwaschangedtoincludetwo34-inchdisksinstead,thesupplyhadasizablemarginofunusedpower.SystemSoftware‘Asstatedbefore,theMacintoshcontains64KbytesofROMaccessedat783MHz.TheROMcontainsmostoftheMacoperatingsystemandasetofoptimized68000routinescalledtheMacintoshUser-InterfaceTool-box.Theoperating-systemsoftwareinteractsatthelowestlevelwiththehardware;itincludessuchthingsasdevicedriversandmemory-andfile-managementroutines.Thetoolboxcontainsvariousroutinesthatletyoumanipulatewindows,text,themouse,pull-downmenus,deskac-cessories,dialogueboxes,fonts,andotheraspectsoftheMacuserinter-face.Thesearehigh-levelroutinesSEATTLEGIVESYOUANEDGEINS-100SYSTEMDESIGNSYoucanunlocknewsystemcapabilitieswithhigh-per-formanceS-100boardsfromSeattleComputer.AllareIEEE-696compatible.But,forinnovativesystemsthatdemandperformancebeyondthelimitsofconventionalS-100boards,you'llwanttoknowmoreabouttheseSeattleComputerproducts.Forexample,w!8MHz8086CPU,you'llbeabletobuildsy:thatrunfasterandconsumelesspowerthanbefore.Takeacloserlook:8086CPUSet:8MHz8086CPU*CPUSupportboardincludesaconsoleserialport,asecondserialport,Centronicsparallelport,vectoredinterruptcontroller,four16-bittimersandEPROMmfor8086*MS-DOS2»8087numericcoprocessorisoptional+SingleQty:$595.0064kStaticRAMFullystaticdesignmakesinter-easy*CompatiblewithavarietyofCPU)RAMsfacilandDMAdevices*High-speed(85operateto10MHzwithnowaitstateand48kOEMversionsareavailable»SingleQty:$495.00(64k)DiskMaster™Controlsasmanyasfour8”andfour5.25”floppydiskdrivessimulta-neously,inanycombination*Uses1793diskcontrollerchip*Canbeusedwith10MHzCPUs«SingleQty:$325.00Multi-PortSerialCard2-and4-portver-sionsareavailable*TheseRS-232portsoperateaseither“dataterminals”°3+SingleQty:$280.00(4-port)$210.00(2-port)Forthewholestoryonhigh-performanceSeattleComputerS-100boards,call:1-800-426-8936DealerandOEMinquiresareinvited.44February1984©BYTEPublicationsInc.0plusdevelopmentutilitiesithour‘stemsonitorACOMPGTER1114IndustryDriveSeattle,WA98188Circle327oninquirycard.thatperformthedetailsofsuchcom-plicatedoperationswithminimumprogrammingontheapplicationde-signerspart.Forexample,thewindow-managementroutinestakecareofcorrectlyredrawingthedis-playwhenawindowismovedorchanged.Formoredetails,seethetextbox“TheUser-InterfaceToolbox.”Thedesignersintendforyoutoac-cessallROMroutinesindirectlyviathe68000“line1010unimplemented”instructions,whichreceivetheirad-dressesfromatableinRAM;thistablecanbechangedtopointtootherroutines,therebyallowingfuturever-sionsofMacsoftwaretopatchthein-evitablebugsthatwillbefoundintheMacROM.BecausetheapplicationdrivestheROMroutines(insteadoftheotherwayaround),theMacin-toshisan“open”systemwhosebehavioriscompletelydeterminedbythecontentsofthediskinsertedintoit-thatis,softwaredesignerscanusetheROMroutinestocreatea“stan-dard”Macintoshapplication,ortheycanwritetheirowncodetocreateanapplicationthatbehavesthewaytheywantitto.AlthoughthedesignersoftheMacintoshhaveageneralphilosophyofallowingonlyoneapplicationpro-gramtobeopenatatime,theyhaveincludedinthemainmenuacollec-tionofshort,usefulprogramsthatcanrunwithoutforcingyoutoendyourcurrentprogram.Applecallstheseprogramsdeskaccessories.Manyoftheaccessoriesaresimplycon-veniences—theclockaccessory,forexample,showsyouthecurrentdateandtime—butaverypowerfulac-cessoryiscalledthescrapbook.Or-dinarily,youcancutandpastedatafromonedocumenttoanotherbycuttingthedataintotheclipboard,loadinginthenewdocument,andpastinginthedata;thisprocesswouldbetediousifyouhadseveralitemsofthesametypetocutandpaste.Thescrapbookisasequenceofdataitems—textorgraphics—thatcanbestoredorrecalledtogether,thusminimizingthenumberofdocumentchangesandallowingyoutorecalloften-useddataitemseasily.Thescrapbookisactuallyimple-mentedasadiskfile;asaresult,ittendstoberatherlarge.Systemsoftwarereactstoallpe-ripheralsonanasynchronousbasis—eripheralscompetefortheattentionofthe68000bysendingitinterrupts,whichthe68000servicesaccordingtotheleveloftheinterrupt.Thiskeepsthe68000frombeingtiedexclusivelytoaperipheral—forexample,tothe3%-inchdiskdrivewaitingtogetuptoitsfullspeed—whenitcouldbedoingsomethingmoreuseful.TheMac'sdesignershavemanagedtodothisevenwithhigh-speedperiph-eralsthatusuallyrequirethefullat-tentionofaprocessor.Forexample,diskandserial-portroutineshavebeendovetailedtopermittheuseofbothperipheralsatthesametime.DiskReliabilityReliabilitywasoneofthemainreasonsthatAppledecidedtousethe34-inchSonydiskdriveinsteadofthe5'%4-inchtwiggydrive.(Apro-jectedshortageoftwiggydriveswasanotherreason.)AppleisexpectingtheMacintoshtobethefirstrealconsumer-orientedcomputer,anditseesthemagneticmediumasbeingmorelikelytofailthantheelec-tronics.TheSony3¥2-inchdiskisbet-tersuitedtotheconsumerenviron-ment.Thedrivecanholdanaccept-ableamountofstorageperdisk,andthesmalldisk,withitsrigidshellandnormallyclosedaccesswindow,islesslikelytosufferfrombadhandlingthanaconventional5%-inchfloppydisk.Inaddition,themagneticmediumisconnectedtoasteelhubthatthedrivemateswithandrotates.Thisisanimprovementover5%4-inchfloppy-diskdrives,whichclamptheMylaredgeofthecenterhole.The3%-inchdiskhubisneededtogetac-curateenoughdisk-headplacementtomakeadatadensityof135tracksperinchpossible.ThedataonthediskisencodedinawaythatenablestheMacintoshtorecoverfromsomediskmediumordiskfileerrors.Thefiledirectoryisduplicatedinanormaldiskfile(whichcanbeusedif,forsometreason,thedirectoryisdamaged).Also,eachblockofdataonthediskincludesa12-byteidentifierthatgivesthefilenumber,sequence-within-filenumber,anddate/timestampforthedataintherestofthatblock;thiscanbeusedinmanysituationstorecovermostorallofthedataonthedisk.ApplicationsandLanguagesNeitherapplicationsoftwarenoralanguageisincludedinthebasicMacintoshpackage.However,atwo-programsetwillbeavailablefor$195;bothprogramsrequiretherecentlyintroducedImagewriterprintertoprintthingsout.ThefirstprogramisMacPaint,thedrawingprogramwelookedatearlier.CreatedinhouseatApple,MacPaintislimitedtodraw-ingsthatwillfitonone8%-by11-inchpage.MacPaintisunliketheLisadrawingprogram(LisaDraw)inthatitmanipulatesthedrawingonabit-by-bitlevel(aLisaDrawdrawingisstoredasacollectionofelementaryobjects—circles,text,boxes,etc.).Thisrepresentationmakessomethings,suchasarbitraryerasures,easierontheMacandotherthings,suchasde-letingasingleobjectwithinthedraw-ing,harder.GETTHESAMEVIDEOTRAININGaren'temployedbySony.Becausewe'remakingourvastlibraryoftrain-ingvideotapesavailabletoyou.Theverytapesthatteachourownengineering,serviceandsalespersonnel.Thetapescovertheproductsandconceptsofvideoanditsrelatedtechnologies.Youcanlearnthebasicsofvideorecording.Colorproduction,Andmore.PlusyoucanlearnhowtoserviceDigitalvideoandelectronics.Televisioncameras,VTR’s,andothervideoproducts.repro-ducedentirelyby<=Sonyandcontainup-to-the-minuteinformation.Thcommunicateclear-lyandsimply.Andsomeofthemareevenprogrammedforeeinteractivelearning.-_46February1984©BYTEPublicationsIncTHEPEOPLEATSONYGET.NowyoucanbetrainedbySonyevenifyouAndlearningthroughvideocanbedoneatyourownpace,intheconvenienceofyourhome,shoporschool.Reviewingisquickandeasy.Andthetapesarealwaysavailableforreference.Sendforyourcatalog,whichlistsmorethan250titles.Inyourchoiceof3/4”or1/2”formats.-WriteSonyVideoProductsCom-pany,TapeProductionServices,700W.ArtesiaBoulevard,Compton,California90220.Orcall(213)537-4300.Ofcourse,there’snoobligation.Excepttheobligationyouhavetoyourself:tofindoutaboutthebesttrain-ingavailableinoneofthecountry’sfastest-growing,mostlucrativefields.SONY.VideoCommunicationsSonyisareg.trademarkofSonyCorp.Circle340oninquirycard
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KNOWLEDGESYSTEMSINC.InformationProcessingComponents,SelectedforPerformanceandValue.-NOSURCHARGEFORMASTERCARDANDVISAREPAIDPRICESINCLUDESHIPPINGANDINSURANCE,UPSGroundContinentalUSAonly.AshtonTateBaseII.idaysSoftwareArtsKSolverqiiverPacSorcimperCalcIl.MicroProordstar.......iailMergeyellstarjinonepack.............MBSIalWorldGLialWorldAR....AmericanTraining1MostPrograms.ameCOMMcssternnogMicrsosstalk..smoteweeeueRoseSoftokey~Televideo0.BU50hotTeletex00...athHayes0ie,00OOB..croModemIlw/TUSRoboticsssword.toDial212ANYdt,Novationcess1-2-3...pleCatIlFromethlusiproducts00RixonaN2038918421588294258131Sia475533533Call713410060+.+533..753950494207493432242340460Call-282365CallCall“leadingEdgeBEIOAWrareUEMetis1550.F10-40.F10-55.A10-18dunesWeKnowHowtomakeyourProwriterIBMCompatibleOkidata920938921BM.18MPrinterROM..2350.2410.faeStarIicroniesGemini10x...:Gemini15X.......Delta10LoneNEC3550:7710eusacsBrotherHRI.oNHR25ssDynax15...peeabsKeyBoardIDSPrism132ColorPrism80Color.Transtar315ColorseerenecesSilverReed550.es*500FePoininoho"$49-%Juki6100Teletex1014ASTResearchG-Pack64KComboPlus64KMegaPlusI!MicroGraphicsRGB,Monichrome,PrinterPlantronicsColorPlus363668107921415625462..14915781419480..599431492455269269269398375SPECIALSNAAmn\412SlotChassis,125WattPowerSupply&IBMCompatibleCPUIMPSYSTEM$1200TheS-100ConceptforIBMCompatibleSystemsTAVA-PC$1995TEAC55B...PANASONIC/SHUGARTTANDON1100-2AmdekBOOAM.iaRPMANNAEstes,oe4483006a133310ABeei.175Dynax12"Green...2127M2Amberconecnedyuu138TaxanRGBIIIPernt446RGB420.Pies.s<CallSanyo8112Hi/Res......195UsIPI212”GreenE..125PI312"Amber142PrincetonGraphicsPGSHX12..485SonyRGBCallNECJB1201ihis162)JB12054EtsaaReneGe}Jc1410817
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ISCOVERSal)|psDuplication:It’syournameonthepackagelabel,Andyourcompany’sreputationontheline.Whetheryourprogramretailsfor$40.00or$400.00,orisforcom-panyinternaldistribution,thecostofduplicatingitondiskettesisjustafrac-tionofthevalueofyourproduct.Doesn'titmakesensetoprotectthetime,moneyandtalentinvestedinyoursoftwarewiththefinestandmostcompletesoftwareduplicationser-vicesavailable?QualitySoftwareDeservestheQualityMedia.Dysan’ssoftwareduplicationser-vicesareunsurpassedforfidelityofre-production.Notonlyisyourprogramcopiedunerringlyontothefinestme-diamade—theDysandiskette—butit’salsocopiedonproprietaryequip-mentmanufacturedbyDysan,exclu-sivelyforDysan.PlusDysanoffersyouthewidestvarietyofsuPPO'tServicesavailable—fromsoftwareProtectiontjserializationandpackaging.ovcredthe©informa-Dysontoday,orr~PORATION"_-—.=—=Secomeeeceieer,Dysansor<5-4NSoftwareDun;2201PatrickHenryPigiO8Division~antaClara,CA95050(800)551-9000(408)988.3472Coneyirycard:Circle403oninquirycar’easesendmemoredetailsonYsan'sSoftwareDuplicationServices.NameCompany:Address:City:State:Zip:Discieneeoletal--
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@FileEditSearchFormatFont#3qifeFrom:Elizabeth1.MovingDate:Discussingpremature,sincetherearawhileBoldFPBHEUndeeOutlineShadav12Point14Point18Point24Point36Point48Point=ByttvPlainText72PointheFinance.ManufacturingPresentation:I'mconcernedaboutJohnnicalpresen’givingthetecition.Figure3:TheMacWriteword-processingprogram.ThesecondprograminthesetisMacWrite(figure3),whichwascreatedoutofhouseforAppleandcanhandledocumentsupto10single-spacedor20double-spacedpages.LikeLisaWrite,MacWritecanhandlemultiplefontsandsizesaswellasvariationsachievedbyaddinganycombinationoffivemodifiers—underline,bold,italic,outline,andshadow.AppleMacintoshPascal,Assem-pbler/Debugger,BASIC,andLogowillcost$99each;thefirsttwowillbeavailableduringthesecondquarterof1984,andtheothertwowillfollowinthethirdquarter.TheLogoisfromLCSI,whichdevelopedAppleILogo.BoththeBASICandPascalcompileonaline-by-linebasisintoanintermediatepseudocode,whichgivesthemthespeedofcompiledlanguageswhileretainingtheinterac-tivenatureofinterpretedlanguages.Bothlanguagesuseseparatewin-dowsforprogramsourcecodeandoutput,andbothcanbedebugged»BYTEPublicationsInc.onaline-by-linebasis.BothhavegraphicsandmousecommandsthatcallonthetoolboxroutinesinROM,andbothusefloating-pointarith-meticroutines(inRAM)thatmeettheIEEE.754floating-pointstandard.MacPascal,whichwascreatedoutofhouse,isinterestinginthatitistheonlyPascalIknowofthatcanbeex-ecutedinteractively.Anothernicefeatureisitssyntaxchecker,anitemthatcanbecalledfromits“Run”menu.ThismenuitemisoftenhandyforfindingthosepettysyntaxerrorstowhichPascalcodeisprone.MacBASICwascreatedinhousebyDonnDenman,whoworkedonAppleIIBusinessBASIC.Aninter-active,multitaskingBASIC,itcanex-ecutemultiplecopiesofthesameprogramormultipleprogramssimul-taneously;eachprogramandeachtunningtaskhasitsownwindow.OtherAppleprogramsannouncedfordeliveryin1984includeMacTer-minal(whichemulatestheDECVE52andVT-100andTeletypeASR33IreallythinkFrankhasterminals—availablefirstquarter,$99).AlsoplannedareMacDraw(anobject-orienteddrawingprogram)andMacProject(aschedulingandproject-managementprogram).ThesearebothMacintoshversionsoftwoLisaapplicationprograms;eachcosts$125andwillbeavailableinthethirdquarterof1984.Third-PartySoftwareApplehasnotspentallitsenergytryingtowriteallthesoftwarethattheMacintoshneeds.Instead,ithascreatedtwoexemplaryMacintoshpackagesandgonetothird-partysoftwaredeveloperstogetthemtocreatethebulkofavailableMacintoshsoftware.Appleestimatesthatbythetimeyoureadthis,theMacwillbeinthehandsofmorethan100soft-warevendors.Atthetimethiswaswritten,somesoftwaredevelopershadmadecom-mitmentstomarketMacintoshsoft-ware.MicrosoftMultiplanandBASICwillbeavailableattheMac’sCircle852oninquirycard,——>BoredWaiting?Here'sTheBoardYou'veBeen,WaitingFor.,TRFONQONUENRNYTOUeneNUOyRvUnRNOEOyanOSHOOHERTO{Aharddiskandcartridgetapecontrollertogetherononeboard?Magic?Notreally.It'sTeletek’sHD/CTC.Theharddiskandcartridgetapedrivecontrol-lerprovidethesupportnecessarytointerfacebothrigid-diskdrivesandacartridgetapedecktotheS-100bus.eAZ-80ACPU(optionallyZ-80B)providingintelligentcontroloftherigid-diskandcartridgetapedrives.4Supportof514"rigid-diskdriveswithtransferratesof5megabitspersecond.Minorchangesoftheon-boardcom-ponentsallowthesupportof°otherdrivetypes/sizesandtransferratesupto15megabitspersecond.(Interfacetodiskdriveisdefinedbysoftware/firmwareon-board.)Controllercommunicationswiththehostprocessorvia2KFIFOatanyspeeddesirable(limitedonlybyRAMaccesstime)foradatablocktransfer.ThusthecontrollerdoesnotconstrainthehostProcessorinanymanner.Two28-pinsocketsallowingtheuseofupto16Kbytesofon-boardEPROMandupto8Kbytesofon-boardRAM.©Individualsoftwareresetcapability.©ConformstotheproposedIEEE-696S-100standard.©Controllercanaccommodatetworigid-diskdrivesandonecartridgetapedrive.Expansionismadepossiblewithanexternalcard.Teletek’sHD/CTCOffersAHardDiskController,PlusCartridgeTapeController,AllOnOneBoard.TELETEK4600PellDriveSacramento,CA95838©Teletek1984(916)920-4600Telex#4991834Answerback-Telotek
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Listing1:Graphics(listing1a)andtext(listings1band1c)asprintedbytheMacintoshandtheImagewriterprinter.Thetextshowninlistings1bandIcisrepresentativeonly;someofthefontsshownmaynotbeincludedwithMacWriteormayhavedifferentnames.ListingIbistextprintedoutinhigh-resolutionmode;listingIcshowsthesametextprintedoutinmedium-resolutionmode,Theseprintsamplesarereproducedatthesamesizeastheoriginals.(la)(ib)Thisis9-pointRosemontThisix12-pormtOW€uglishThisis12-pointGitgThisis12-pointOverbrookThisis12-pointSystemThisis12-pointRosemontThisis12-pointArdmoreThisis12-pointMerionThisis12-pointvariants:--Rosemontbold--Rosemontfalic=-Rosemontunderline--Rosemontoutline--Rosemontshadow--Rosemontoul-fineshadowboldThesearesizevariants:--14-point--18-point--24-point-36-pt.(1c)Thieis¢-pointRosemontChisis12-porutOlyCglishThisis(2-pointCityThisis12-pointOverbrookThisis12-pointSystemThisis12-pointRosemontThisis12-pointArdmoreThisis12-pointMerionThisis12-pointvariants:--Rosemontbold--Rosemeonet(atic--RosemontunderlineocReesmententiineasRegsmontshadowaeGogemoatout=lineboldThesearesizevariants:--14-point--18-point--24-point-36-pt.50February1984©BYTEPublicationsInc.THE27208.HarborBivd.,SuiteE,SantaAna,CA92704=PRINTERSERVICE,COMPUTERANDSOFTWARESTORECOMPATIBILITY,andLOWPRICE,areamongthemanyfactorstoconsiderwhenpurchasingaprinter.AtthePRINTERSTOREwespecializeinprinters,soourprofessionalstaffcanhelpyouchoosetherightprinterforyourpersonalandbusinessneeds.EveryPrinterPurchaseincludes:1)LowPrices3)FreeTechnicalSupport2)SameDayShipping4)FullServiceOption=enETEBROTHERHR-15IDS480®©110CPS,Bi-Directional,Logic©13CPS-Bi-directional-Super&SeekingSubscript©24x9DotMatrix,10,12,16.7CPI,°10,12,15andProportionalSpac-@PlusProportionalSpacingipavittcheParallelandSerialPortmOTeRETR:Siceteed.andStandard$395$485DOTMATRIXPRINTERSLETTERQUALITYPRINTERSiesaiaBROTHERSERIESuC..$CALLFX100$CALLHR-1....$CALL"aHR-15$485.OKIDATASERIESHR-25.S$CALL920.....$CALL93A.-$CALLCOMREXSERIES84+SCALLCR-1.§CALLC.ITOHSERIEScCR-2-$CALL8510Prowriter....$395CR-25..S$CALLProwriterII.$CALLC.ITOHSERIESMANNESMANNTALLYSERIESF-1040CPS.2.$CALLSpirit80..$CALLF-1055CPS..S$CALLMT160.$CALLMT180....$CALLNECSERIES2010....$CALLIDSSERIES2030-$CALLMicroprism480...$3952050---$CALLPrism80,132.CALL3510-$CALL3530-$CALLGEMINISERIES3550-$CALLGemini10X....$CALL7710-$CALLGemini15x..-$CALL7730..-$CALLDelta10....-$CALLNECAccessories..$CALLToshibaP1350..........$CALLWecarryafulllineofCablesandAccessoriesPHONEresare;Call(714)241-0701andaskusabout...WeareSoconfidentofourLOWPRICESandSUPPORTthatwearegoingtoaskyoutomaketheinitalinvestmentbycallingus.Inreturn,whenyoubuyyourprinterfromus,wewillrebatethecostofyourcallanddeductitfromyourinvoiceHOWTOORDER:OurphonelinesareopenfromBamVISA,MASTERCHARGE(atnoextracharge).personaccepted.Same-dayshipmentonordersplacedbefore1onallequipment.Pricessubjecttochangep.m.PST,Monday-Friday.Weacceptfetwoweekstoclear.COD's)Manufacturer'swarrantyapplicable52.February1984©BYTEPublicationsIncCircle302oninquirycard.withaSony34-inchdisk(ascom-paredtotheLisa1,whichneedsspe-cial,expensive,hard-to-gettwiggyfloppydisks).However,I'mdisap-pointedthatbothAppleandHew-lett-Packardhaveusednonstandardformatsthatareincompatiblewitheachother.ItwouldhavebeennicetostartthewidespreaduseoftheSonymicrofloppywithastandarddiskformat,buttheincentivetosacrificestandardizationforperform-anceisoneofthedrawbacksofacompetitiveindustry.IalsofeelstronglythatthebasicMacintoshpackageshouldincludetwodiskdrives.Withaone-drivesys-tem,itwilltakeatleasteightdiskswapstobackupa3%-inchdisk.Howmanypeople(especiallynov-ices)willgotothistrouble,andhowmanywillsufferwhentheydon’t?(Iamnotaloneinfeelingthisway;thefirstthingtwoBYTEeditorssaidwhentheyfirstsawtheMacintoshwas,“Onlyonediskdrive?You'vegottobekidding!”AfternumerousdiskswapswhentryingtoloadMacPaintfromonediskandadrawingfromanother,Iamconvincedthatmostuserswilleventuallybuytheseconddiskdrive.)Atthetimethiswaswritten,Applewascommittedtoatotallyunbun-dledpricingoftheMacintosh—thatis,thebasicMacintoshpackage(at$1995to$2495)includesthemainunit,thekeyboard,themouse,necessarycables,atutorialdisk,andadiskcontainingtheoperatingsys-tem.Everythingelse—MacWrite,MacPrint,alllanguages,theImage-writerprinter,andtheseconddiskdrive—ispricedseparately.Sincemanufacturerswanttoclaimthelowestpossiblepricefortheirprod-ucts,unbundlingiscommon(IBM,forexample,introducedtheIBMPCwithalow-endmodel,16Kbytesofmemory,andacassetteportfor$1265).True,thelow-endMacintoshisfarmorecompletethanmostmanufacturers’low-endproducts,butApplehastakenunbundlingfar-therthananyothermicrocomputervendor—noonehassoldacomputerwithoutBASIC(orsomeotherlan-guage)inyears.AusableMacintoshsystemwith
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BytheWay..No,wedidn'tmisspellthename.“McIn-tosh”istheapple,but“Macintosh”istheApplecomputer.Theproduct'soriginalcodenamewasmisspelledbyitsfirstusers,andAppledecidedtostaywiththatspelling.TheMacWriteprogramwasoriginallynamed“Macauthor,”andtheMacDrawprogramwasoriginallynamed“Mackel-angelo.”PeopleatAppledecidedthatthenamesweretoocutetouse;theywereright.Appleisoneofthoseexceptionalcom-paniesthatgivesitsemployeescreditin-steadofcommandingthemtoworkinano-nymitybehindthecorporatename.ThenamesofthehundredorsoemployeeswhoworkedontheMacintosharemoldedintotheinsidefaceoftheplasticrearhousing.Don'ttrytolookforthem,though;theMacisnotsupposedtobeopenedexceptbyrepairpeople.TheMacintoshisnotgoingtobestrictlya“serious”computer.SomeofthesoftwareengineersatAppleareveryexcitedaboutthegreatgamesthatcouldtakeadvantageoftheMac'scomputingpowerandhigh-resolutiongraphics.IsawanincrediblegamethathasAlice(ofWonderlandfame)dodginganimatedchesspiecesin3D,introduction;MicrosoftFile,Chart,andWordwillbeavailablebymid-February.Lotusisworkingoncon-vertingitspopular1-2-3spreadsheetprogram.SoftwarePublishingCor-porationwillhaveitsPFSFileandPESReportprogramsavailablesome-timeinApril.OptionalHardwareTheMacintoshusesApple’snew$495dot-matrixImagewriterprinter,theonlyprinterthatissupportedbythecurrentprintdriverwithintheMacintosh.Togetitslevelofgraphicsandtextquality(seelistingslathrough1c),theImagewriterusuallystaysinagraphicsmodethatprintsasinglecolumnofdotsforeverybytesenttoitbytheMac.However,theImagewritercanprinttextinthreemodes:ahigh-resolutionmode(listing1b),amedium-resolutionmode(listing1c),andadraftmodethatusestheprinter'sbuilt-inchar-actersetforquicktext-onlyprinting.(IfoundIpreferthemedium-overthehigh-resolutiontext.)AlthoughtheImagewritercouldhardlybecalledfast,itisnotunacceptablyslow,anditisconsiderablyfasterthantheAppleDot-MatrixPrinterrunningundertheLisacomputer'sparallelport.Twootherpiecesofhardwareareanexternaldiskdrive(at$395,availableduringthefirstquarter)andanumerickeypad($99,atintroduc-tion).Theexternaldiskdrivercon-nectstothemainunitviaadedicated“seconddisk”connectorinback.whenthekeypadisconnected,thekeyboardlinerunsfromtheMac,throughthekeypad,andintothekeyboarditself.Anotherproduct,an-nouncedbutnotscheduled,isexter-nalhardwarethatwillgivetheMacIBM3270emulationcapability.DocumentationandTrainingInitsads,AppleisstressingthenecessityofgoingtoaMacintoshdealerandtryingthecomputerout.Onceyouhaveboughtit,though,youwillprobablybelearninghowtousetheMaconyourown.Applewillhelpyouinthisprocessbyprovidingyouwithacassette/diskcombination.Youbootupthe34-inchdisktutorialandlistentotheinteractivelessonprovidedonthecassette.(Ofcourse,youhavetohaveacassetteplayer.)AlthoughIhavenotseenthecas-sette/disktutorialprogram,Ithinkitwillworkwell;text-onlytutorialpro-gramsarefine,butmanybuyersoftheMacwillbenefitfromthewarmthofahumanvoiceteachingthem.Isawfinal-draftcopiesofonlytwoMacintoshproductdocuments.Ex-ploreMacPaintisabooklet(about25pages)thatteachesyouaboutMacPaintbyshowingyouwhatitdoes.Itisveryeasytoreadbecauseithasmorepicturesinitthantext.MacWriteismuchlongerandlooksmorelikeconventionaldocumentation.Itissensiblydividedintothreesec-tions:“LearningMacWrite”(ado-by-exampletutorialthatshowsyoumostofthefeaturesoftheprogram),“UsingMacWrite”(a“cookbook”showingyouhowtoaccomplishmanycommontasks),and“Refer-ence.”Allinall,thedocumentationshouldbequitegood.ServiceTheMacintoshhasnouser-service-ableparts.UnliketheLisacomputer,theMacisnotmeanttobeopenedbytheuser;youareexpectedtoreturnyourMactoanauthorizedAppleser-vicecenterforrepair.TheMaccomeswithApple'sstandard90-dayparts-and-laborwarranty.Youcanalsobuyaone-yearmaintenancecontract.Ac-cordingtoApple,otherserviceplanswillbeavailable,includingoptionsforlarge-volumepurchasersoftheMacintosh.CaveatsIwrotethisarticleaftertwodaysofmeetingswithvariousmembersoftheMacintoshstaff,studyingpre-liminaryMacdocumentation,mak-ingnumerousphonecallstoApple,andworkingforseveraldays(overaperiodofweeks)withaMacintoshcomputer.Iusedseveralfinal-draftversionsofMacWriteandMacPaint,thoughIoccasionallyfoundoper-ating-systemfeaturesthat“crashed”thesystemorwerentyetimple-mented.Applewasstillmakingminorchangestobothsoftwareandpricingwhenthiswaswritten.CommentaryThereisalottolikeabouttheMacintosh;itisasuperbexampleofwhatAmericantechnologycandowhengiventhechance.Thesimple,compact,economicaldesign,thevir-tualslots,andtheenhancedperform-anceof128Kbytesofmemorybe-causeofthe64K-byteROMcodeareallimportantinnovationsdonewell.I’mgladthatAppledecidedtogoFebruary1984©BYTEPublicationsInc.51MacWrite,MacDraw,aprogram-minglanguage,andtheImagewriterprintercostsfrom$2589to$3189;aseconddiskdrivewilladdanother$395.Applewouldbewisetomakethispackageavailableatadis-countedpackageprice,justasitnowdoesfortheAppleIIe.Applecon-tendsthattheMacintoshwillbe-comeahomemachinebecauseofficeuserswilltakeithomeafewtimesandlikeitenoughtobuythemselvesonefortheirpersonaluse.However,theMacisstilltooexpensivetopenetratethehomemarketsigni-ficantly;thatwillbelefttolessexpensivemachines,suchastheCommodore64,theIBMPCjr,theAppleIIfamily,andtheColecoAdam.Finally,Ihavetopointoutthat,althoughApple'sadvertisementscalltheMacintosha32-bitsystem,itsMC68000processorisgenerallyre-gardedasa16-bitprocessor(thelimitingfactorisitsinabilitytodealwithmultiplicandsgreaterthan16bits).Thisisnodifferentfromthevendorsofsomeother68000-basedmicrocomputers,butIhatetoseeApplehypingamachinethateasilystandsonitsownmerits.ConclusionsExactlyayearago,inaproductdescriptionoftheAppleLisacom-puter,Isaid,“Technology,whileex-pensivetocreate,ismuchcheapertoeeeTheMacintoshisstilltooexpensivetopenetratethehomemarketsignificantly;thatwillbelefttolessexpensivemachines.distribute.Appleknowsthismachineisexpensiveandisalsonotunawarethatmostpeoplewouldbeincrediblyinterestedinasimilarbutlessexpen-sivemachine.We'llseewhathap-pens.”Nowwehaveseenwhathashap-pened,anditisratherimpressive.TheLisacomputerwasimportantbecauseitwasthefirstcommercialproducttousethemouse-window-desktopenvironment.TheMacin-toshisequallyimportantbecauseitmakesthatsameenvironmentveryaffordable.Itisalsoimportantbecauseitisasecond-generationdesignthat,inseveralareas,im-provesontheoriginal.TheMacintoshwillhavethreeim-portanteffects.First,liketheLisa,itwillbeimitatedbutnotcopied.IntheyearsincetheLisawasannounced,dozensofhardwareandsoftwarecompanieshaveannouncedproductsthatduplicatepartoftheLisauserenvironment—themouse,thewin-dows,theintegratedsoftware.Some,likeMicrosoft'smouse-basedseriesofpackagesandVisicorp’sVisiOn,havetriedtomimicthatenvironmentonasmaller,lessexpensivemachine(theIBMPC)withonlypartialsuccess.Inasimilarway,companieswillbeouttoimitatetheMacintosh,buttheirattemptswillbelesssuccessful.ThosecompaniesthattrytoimitateDEVELOPMENTHARDWARE/SOFTWARETEHIGHPERFORMANCE/costRatioiwc.(601)467-8048EPROMPROGRAMMERCompatiblew/allRs232serialinterfaceport*AutoSelectbaudrate*Withorwithouthandshaking.©BidirectionalXon/XoffandCTS/DTRsupported*ReadpincompatibleROMS*NopersonalityRaodules*Intel,Motorola.MCS86,Hexformats©Splitfacilityfor16bitdatapaths*Read.program.firmattedlistcommands.*Interruptdriven,programandyerifytealtimewhileBindingdata*Programsinglebyte,Block.ofwholeEPROM®IntelligentUiagnosticsdiscernbadanderasablePROM*VerifyerasureandcompareCommands*Busylight*Complete(/TextoolzeroinsertionforcesocketIntelligentalwigintegral120VACpower(240copies’eightYAC/SOHzavailable)WithRS-2320}UtilityPackageallowscommunica:PRUh7126,7226,“and.7936ioyerammersfromtheCP/Mcom:prokitfine.SourceCodeisprovided.POXutilitypackageauiows!inesariePOX“putwillalsoallowyoutospecifythingieofaddressestosendtothe3berammer,Verify,settheEpromtypeMODEL7316PALPROGRAMMERprogramsallseries20PALS.SoftwarePrgudedforcompilingPALsourcecodes.ResoftwareAvailableforCPM,ISIS,4:212,TMofIntelCorp.4.TMofMicrosoftwavelaGANGPROGRAMMERAvocetCrossAssemblersareavailabletohandle8748,8751$879standaloneMODEL7956MODEL7956gorithm.—Standalone.PROMSatatimeprion$1099,Model7128-L1.L2,L2A.$239.00:5329Model7128-2400RBorDRS530.00DRSPGXorDRSPGX.$75.00/CrossAssemblers|...$200.00XASM(forMSDOS)||$250.00U/VEraserDE-4,...1/878.00Cables$30.00adapter$174.008apter|.....$135.0048Familyadapter|||598.00$549MODELSSoesMol~EPROMPROGRAMMER>AllfeaturesofModel7128plAutoSelectBaud,supMODEL7128EPROMPROGRAMMERrogramsandRead:ResearchCorp,8,S02.,600K,ste.NMOSNMOSCMOSEEPROMMPU'shs#tatpCosMSDOScomputers.Orderbyaeaeglea‘andyCorrocessortypeandspeciieeegiTMC!eeEiaonesmsatens:SBE22732C6716X28168749HMODEL7324PALPROGRAMMERaModelDE-4U/V_Product;d68766276412816A8742PostOfficeBox289hold.8,28pinparts.HighProgramsallseries20&24PALS08761-2712887410ind,Mlvslonippl39576PRTERRCaHEREC:GpstatearatandalonegrvisRS292,oeaewal1601}-467-8088agateuesFebruary1984©BYTEPublicationsIne.53inele1600ninquirycard
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theMaconothermachineswillhavetroublematchingitsprice/perform-ancecombination.Sofar,attemptstoimitatetheLisabyenhancinganex-istingcomputer(usuallyanIBMPC)havebeengiventhebenefitofthedoubtbecausetheyarelessexpensivethantheLisa;attemptstoimitatetheMacintoshwillnowhaveahardertimebecausetheMacwithsoftwareisaboutascheapasthehosthardwarealone.TheonlyotherwaytomatchtheMacwouldbetodesignanentirelynewsystemthatwouldbecompar-ablypriced.Thiswillprobablynotbeattempted;onlyafewcorporationshavetheabilitytoduplicateApple'sdesignandmanufacturingeffort,andstillfewerwillmakesuchalargefinancialcommitment.(AppleistheonlyAmericancompanythatdoesnotliveunderthetyrannyofnextquarter'sprofits;ifanycompanytriestoduplicateApple'seffort,itwillprobablybeaJapaneseone.)ThosethattrywillfindithardtocreatesimilartechnologythatcompetesAnnouncing4NewCollectorEditionVERSitlBrepainting,piedonsignedandaumbenedbytheais,RobertTinney.8nyaccompaniescachpitCollectorEtonPinsaecarefullypackagedfloavidbendingandare:{receiptoforder,Thepiceofacprints25Graphics,Foracolorbrochure,ortoondechecktheappropriateboxinthecou#21TheallSeeetTermin925opmuhDeraBa)Dd54February1984©BYTEPublicationsIncroberttinneygraphics1064PamalaOve‘atonRougo,LA.|iroFfpMASTERLE7tettanCircle355oninquirycard.withtheMacintoshinsizeandprice;Appleisconfidentthatanumberofitscomponentsandmanufacturingtechniqueswillbedifficulttocopy.EventhoughApplehassufferedfromcarbon-copyAppleIImachines,itdoesnotexpecttohavethesamethinghappenwiththeMacintosh.Second,theMacintoshwillsecuretheplaceoftheSony3%2-inchdiskasthemagneticmediumofchoiceforthenextgenerationofpersonalcom-puters.IwasdisappointedwhenIfirstsawthattheMacusedthe3%-inchdisk—’‘Anotherdiskformattocontendwith,’Ithought,“andyoucan’tusedisksfromtheLisa.”(YouwillbeabletouseMacdiskswiththenewLisa2;see“AppleAnnouncestheLisa2/’onpage84.)OnceIhadheardApple'slineofreasoning,though,Ihadtoagreewithitschoice.Hewlett-Packard’sHP150istheonlyothermajorcomputertousetheSony3%-inchdisktodate;Apple’suseofitwilltipthescalesinSony’sfavor,andothermanufacturerswillfollow.Third,theMacintoshwillincreaseApple'sreputationinthemarket;infact,tosomepeopleApplewillbeassynonymouswiththephrase“per-sonalcomputer”asIBMissynony-mouswith“computer.”TheMacwillcompetewithIBM'sPC,notitscheapersibling,theIBMPCjr.Manybusinessuserswillstaywiththe“safer”IBMPC.However,peoplenewtocomputingandthosewhoaremaverickenoughtoseethevalueandpromiseoftheMacwillfavorit.TheMacwilldelayIBM’sdominationofthepersonalcomputermarket.Overall,theMacintoshisaveryim-portantmachinethat,inmyopinion,replacestheLisaasthemostimpor-tantdevelopmentincomputersinthelastfiveyears.TheMacintoshbringsusonestepclosertotheidealofcom-puterasappliance.We'renotthereyet—atleast,notuntilthenextsetofimprovements(which,inthisin-dustry,wemayseefairlysoon).Whoknowswhothenextinnovatorwillbe?GreggWilliamsisasenioreditoratBYTE.HecanbereachedatPOB372,Hancock,NH03449.Circle19oninquirycard.——>EditGoodiesFont-FontsizeStyleuntitledACOO/Bsa)>§Lefttoright:AndyHertzfeld,ChrisEspinosa,JoannaHoffman,GeorgeCrowe,BillAtkinson,JerryManock.AnInterview:TheMacintoshDesignTeamThemakingofMacintoshOnOctober14,1983,thedesignteamforAppleComputerInc.'snewMacintoshcomputermetwithBYTEManagingEditorphilLemmonsatthecompany’sCupertino,California,headquarters.Inthedialoguethatfollowed,BillAtkinson,SteveJobs,‘AndyHertzfeld,LarryKenyon,JoannaHoffman,BurrellSmith,DaveEgner,ChrisEspinosa,SteveCapps,JerryManock,BruceHorn,andGeorgeCrowediscussedtheevolutionoftheirbrainchild.iBYTE:HowdidtheMacintoshpro-jectbegin?Jobs:WhatturnsonAndyandBurrellandChrisandBillandLarryandeveryoneelsehereisbuildingsomethingreallyinexpensivesothat5gfebruary1984©BYTEPublicationsInceveryonecanaffordit.It’snotverymanyyearsagothatmostofusinthisroomcouldn'thaveaffordeda$5000computer.WerealizedthatwecouldbuildasupercheapcomputerthatwouldrunBillAtkinson'samazingQuickdrawandhaveamouseonit—inessence,buildareallycheapim-plementationofLisa’stechnologythatwouldusesomeofthatsoftwaretechnology.That’swhentheMacin-toshasweknowitwasstarted.
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IntroducingtheMooreBusinessCenter.Asupplystoreforthecomputerage.Thequickestwaytodefineusisasanafterthought.Why?Becausewereallthethingsyoudontthinkaboutuntilaftevyourcomputerispur-chased,installedandonline.Afterthat,comestheflexibledisks,comestheprinterribbons,comestheprintoutlathSs.Comestheimprintedforms,comesthestoragebinders,comesthecom-puterfurniture.AndthecleaningkitsandtheexpandableracksandthedustandtheglareshieldsandtherAYAYMOOREThat'sDeptAfterallthehardandSoftwarehasbeenlockedintoplace,thencomesthehundredsofaccessoryproductsneededtoetypenthem.Andthat’swheretheMooreBusinessCentercomesin.Withover100yearsofdependableservicetothebusinesscommunity.Withretailshelveslinedtodisplayamind-bogglingarrayofqualityproducts.Withastyleandcommitmentthat’sneverbeenseenbeforeinacomputersupplystore.SoforgetalltheharHeesluckstoriesofthepast.Fromnowon,it’sstrictlyRAMstoriches.MOOREBUSINESSCENTERPHONE800-238-2LOCATIONORCATALOG.257oninquirycard.Hertzfeld:ThatwasaroundJanuaryof1981.Smith:Wefooledaroundwithsomeotherideasforcomputerdesign,butwerealizedthatthe68000wasachipthathadafutureandhad...Jobs:Somedecentsoftware!Smith:AndhadsomehorsepowerandenoughgrowthpotentialsowecouldbuildamachinethatwouldliveandthatApplecouldrallyaroundforyearstocome.SowelookedatwhattheLisagroupwasdoingandknewthatthedesignerswereontosomereallyhotideas.TheyhavealotofveryadvancedthingstheywanttodowithLisa.Macbasicallydoesonethingatatimeasopposedtodoingseveralthingssimultaneously.Thememory-managementunitthat’scriticalforaLisaapplication,forex-ample,becomessomethingwecandowithoutverynicely.Ourrealgoalwastodesignagreatsystemwithjustabitmapandbasedona68000butalsoareallycheapsystem.Couldwewriteincrediblygreatsoftwarethatwouldn'tchewupmegabytesofmemory?Todowhatusedtotakemegabytesinaverytinymachine?Atkinson:It’snotlikewedidn’twantamemorymanagerinitordidn'twantlotsofmemoryordidn’twantharddisks.Whatwewantedwasforlotsofpeopletobeabletoownthesethings.Wesawsomethingbeautifulthatwebuiltandwesaid,“Howcanwegetthisouttoalotofpeople?”Espinosa:Itdoesn'tmatterhowgreatthecomputerisifnobodybuysit.Xeroxprovedthat.Thekeythingyou'vegottorememberisthatbackthen,ifyoutoldanybodyyoucouldpuildacomputerusinga68000withanythingunderahundredintegratedcircuits,theywouldhavesaidyouwerecrazy.Kenyon:Mostpeoplehavetwiceasmanychipsjustforcentralprocess-ingunitsupportonthe68000.SoobodyhadeverconceivedthatyouEaldbuildacheapsystem...anappleIIchip-countsystemwitha68000.tkinson:Wewantthemostcom-terthatyoucangetfortheleastdollarss°thatthemostpeoplecanpaveit...andthenyoucanconcen-_—$—$—$——REESELaSPTSTiBillAtkinson.trateonmakingtheworld’sbestsoft-wareforit.Espinosa:Andyoulookatthisboard,andeverychiponthereisprettyexpensive.There'snotalotofjellybeanTTL[transistor-transistorlogic]runningaround,notalotoflittleoff-the-shelfchips.Everythingontherecosts$4to$9apiece,andthat’sexpensiveforachip.Butwe'vegotsofewofthem;insteadoftakingupboardspacewithalotofstuffthatyoujustdon’tneedandmakingitun-reliablebecauseyou'vegottohaveconnectorsandyou'vegotalltheseproblemswithsoldering.Ifyoujustcarefullypickwhatchipsyouwanttouseandyou'vegotsomebodylikeBurrellwho'sgeniusenoughtoputtherightonestogetherintherightwayandmakethemdothingsthey'veneverdonebefore,thenyoucancomeoutwithsomethingthat’ssmallandinexpensiveandincrediblypowerful.Smith:Whatgetsmeisthatalotofprogrammerswillhavethislonglaundrylistofthingstheymusthavebeforetheywillsitdownandallowfingerstotouchthekeyboard.IwasreallyluckybecausetheseguysarethebestprogrammersI’veeverseenanywhere,notjustwithApple.TheywalkaroundbetweentheAppledivi-sions,contributingthisamazinggraphicstufftoLisa—andthenhelpoutontheMac,too.EverybodyhadthiscommongoalofmakingtheMacFebruary1984©BYTEPublicationsInc.59
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AndyHertzfeld.flexibleandgeneral-purposebecausewedidn’tknowwhatwemightwanttodofiveyearsfromnow.Weknewthekindofdirectionweweregoing,soinsteadofbuildinginagraphicscontrollerthattakes25chipsandthentryingtofigureoutsomewaytosoupupthearchitecturesothatitactuallywouldworkwithit,wereliedalotontheprocessorassem-bly-languagecodeinROM[read-onlymemory].Anditturnsoutthatwecanmakethewholesystemgofasterbyeliminatingalotofthebustrafficthatnormallyslowsthemachinedown.Jobs:WelearnedalotonLisa.Atkinson:We'restilllearningalot!Jobs:IfyoureadtheApple'sfirstbrochure,theheadlinewas“Simpli-cityistheUltimateSophistication.”Whatwemeantbythatwasthatwhenyoufirstattackaproblemitseemsreallysimplebecauseyoudon’tunderstandit.Thenwhenyoustarttoreallyunderstandit,youcomeupwiththeseverycomplicatedsolutionsbecauseit’sreallyhairy.Mostpeoplestopthere.Butafewpeoplekeepburningthemidnightoilandfinallyunderstandtheunderly-ingprinciplesoftheproblemandcomeupwithanelegantlysimplesolutionforit.Butveryfewpeople60February1984©BYTEPublicationsIncgothedistancetogetthere.OneofthethingswereallylearnedwithLisaandfromlookingatwhatXeroxhaddoneatPARC[PaloAltoResearchCenter]wasthatwecouldconstructelegant,simplesystemsbasedonjustabitmap...nochar-actergenerators...andsavetonsofchipsifwehadsoftwarefastenoughtopaintcharactersonthescreen,giventheprocessor.Applewasthefirstcompanytofigureouthowtodothatwithamicroprocessor...andreallystillistheonlycompanythat'sdoingitwithamicroprocessor.That'swhatBillfiguredouthowtodowithQuickdraw.Therealreasonthatwechoseoriginallytousethe68000wassowecouldpickupQuickdraw.Macintoshusestheexactsamegraphicstructureandpackage,theexactsamecode,asLisadoes.So,bypayingalittlemoreforthemicroprocessor,notonlywereweabletogivethecustomeranin-finitelymorepowerfulchipthan,say,an8-bitchiporoneofIntel'sbabymicros,butwewereabletopickupthisamazingsoftware,andthatallowedustothrowtonsofchipsoutofthisthing.Wedidn’thavetogetspecialcustomtextorgraphicschips.Wejustsimplifiedthesystemdowntowhereit’sjustabitmaponthescreen,justBill'samazingsoftwareandBurrell’samazinghardware,theninbetweenthattheotheramazingsoftwarethatwehave.Wetriedtodothatineverysingleway,withthediskandwiththeI/O...ratherthanslots.WhenwefirststartedoffwithAppleII,thevariability—howyoucustomizeyourmachine—waswithhardware;youpluggedinacard.Andbecausewedidn’thaveanyideawhatthesecomputersweregoingtobeusedfor,thatvariabilitywasveryimportant.Butnowwehaveamuchgreaterunderstandingofwhatpeopleareusingtheseproductsfor,Andthecustomizationreallyismostlysoft-warenow.ThewayIcustomizemymachinetodowhatIwantisbystick-inginadiskmorethananythingelse.Atkinson:We'vealreadybuiltinthehardwarethatmostpeoplewant.Jobs:Right.MostoftheoptionsonothercomputersareinMac.SoAndyandBurrellreallycameupwithanI/Oschemethatwasserial.Wedon’thaveslots...slotscostalotofmoney,theymaketheboxmuchbigger,andyouneedamuchbiggerpowersup-plybecauseyouneverknowwho'sgoingtopluginwhat.DoyourealizethatinanIBMPCthevideoboard,justtheblack-and-whitevideoplug-incard,hasgotwaymorechipsthantheentireMacintosh?Anyway,sotheMac'sgotmostofthestuffbuiltin.Ratherthanputtinginserialportsthatoperateat9600or92,000bitspersecond,wepaidmoremoneyandweputinthissuperchip.WeusedtheZilogSCCchipthatBurrellpickedout,andLarryKenyonandAndywrotethesoftwaretomakethischipsing.Anditgoesupto,what,230kilobitspersecond?Smith:Itcangouptoamegabitpersecondwithexternalclock.Jobs:Anditdoesalltheasyn-chronousandtonsofsynchronousprotocolsallinsidethechip.Sowe'vegotsuperhigh-horsepoweredserialports.Smith:Thewholeideaisthatlateronwe'llbeabletohavelogicalslotsin-steadofphysicalslots.We'llbeabletohavemultipledevicesperport;we'lluseaportalotlikethewayyouhaveslotsinAppleII.ButoneoftheotheradvantagesthatStevedidn'tmentionisthatyoudon’thavetochangethememorymapofthecom-puter.AndyandLarryKenyonworkedonthesystemandthedriversoftwareandthingslikethat.Theysaid,well,geewhiz,ontheAppleIIyoukeephavingtherugsortofchangedonyou;someoneplugsinanewcardor,worseyet,onothermicrospeoplearepluggingindif-ferentsoftwareanddifferenthard-ware,andit'shardtokeeptrack.Atkinson:Yougetintoincompatiblecombinations;youjustcan’tusethiscardwiththatcard.Jobs:Theotherthingaboutthehard-wareisthatwhenAppleIIwasde-signed,amicrocomputersystemcostalotofmoneytobuild.Imean,togetamicroprocessorandRAM[random-accessread/writememory]andROMmighthavecost$50,$60.Youob-viouslywantedtosharethatamongtheperipherals,whichiswhattheAppleIldid,whatanyslottedsystemgenerallydoes.NowyoucanbuyamicroprocessorandRAMandROMinasingle-chipmicroforabout$4.Sogivingeachoftheoff-boardperipheralsitsownlittlemicro-processorsystemisadding$5tothecostoftheperipheral.Andthecostforprovidingthemwiththebandwidththat’sneededformostoftheperipheralsthatarenotonthisboardisverylow.Adda$5billtotheperipheral,putasingle-chipmicroinjt,andthentalkserially,ratherthanhaveeverysingleuserpayanextrafewhundreddollarsforthepriceoftheslotsthatmaynevergetused.Atkinson:Onewaytolookatthebandwidththingisrealsimple:ifthereare128Kbytes,that’saneighthofamegabyte.There's1megabitinthemachine,sotheworsttransfervoucouldthinkof,transferringtheentirecontentsofthemachine,takesonesecond.YoutransfertheentirecontentsoftheMacthroughthatserialportinonesecond.BYTE:Whataretheserialconnec-tors?Jobs:Therearetwoconnectors,DB9s.--Atkinson:They'retricky.Theycanyunanythingfrom300baudonup;youcanusethemasRS-232CorRS-422A.BurrellSmith.February1984©BYTEPublicationsInc61
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eeaepews22-2coeCardJerryManock.Jobs:AreyoufamiliarwithRS-422A?BYTE:Justthatit’sahigh-speedserialstandard.Smith:Youcandopoint-to-pointcommunicationsatveryhighspeedswithMacwithouthavingtoadd,forexample,afancytransmitter/receiverthing.WerealizeRS-232Cisanim-portantthing.It’ssortoftheindustrystandard,andalotofstufftalksthatway,butwewantedtoallowsome-thingalittlemorewhizzy.ItturnsoutthatRS-232Cwascreatedbeforetheconceptofabidirectionalpinwasinvented,whichhampersitwiththingslikenotknowingthesexofdevicesandterminals....Itgetscon-fusedastowhetherthey‘recom-putersornot.WewantedMactotalktothosedevices.Wewantedtopro-videforthefuturesothat,forexam-ple,ifIevergetasparemoment,I62February1984©BYTEPublicationsInccangobackintothelabandmake_videodigitizersandhard-diskinter-facesandthingslikethat.Whenwewantthebandwidth,itwillbetherefortheapplicationsthatweneedtosupport.Jobs:AnotherthingisthatyoucanrunRS-422Atwistedpairs,whichmeansIcanrunthesethingsforseveralhundredmeters.IcanstringlinesifIhavealaboratoryandacom-puteronmydesk,dowhateverIwanttodo.Theyaren’tDB-25s.We'vebeenlivingwithgiantconnectorsnowforyearsbutusingonlyafewofthepins.So,again,wetriedtosavealittlebitofspaceinthebackbecausetheconnectorspacewehaveislimited.Wetriedtocutdownthecosttothecustomersagain,andso,forconnectingtodeviceslikeprintersandmodems,whichweofferandwhicharethemostprominent,wejustsupplythecables.WealsowillsupplycablesfromoneofthesethingstoavarietyofDB-25s...forthemodemversion,theprinterversion...Atkinson:Lines2and3areswitchedonamodemversusaprinter,soyoujustuseamodemcableoraprintercable.BYTE:Fromaveryearlytimeyouknewthatyouwantedtotakeadvan-tageofLisa'ssoftwaretechnology,andyoualsohadthegoalofmakingthatpossibleatlowcost.Whendidyouhaveaconsensusonexactlywhatthishardwarewouldhavetobetoachievethatgoal?Smith:In1981westartedlookingattheLisa.Icameupwithaproposalthatsaiditendsupcosting$14moretousea68000with64Kbytesofmemorythanitdoeswith6809-basedmachines,ifyoucountpowersupply.Itturnsoutthatit’sactuallyeasiertointerfacememorytoa68000thantoa6809.SoinJanuarywestartedreallylookingatthe68000andtheworkthatBillwasdoing.InJuneof1982wefinallydecidedonwhatwethoughtwasenoughvideo.Itturnsoutthattheoriginalmachinehad384by256pixels.Wechosethatbecausewethoughtwehadashotatsqueezingthemachinedowninto64Kbytes,andwedidn’twanttothrowawayaquarterofthememoryjustforthescreen.Atkinson:ThethingthatdroveusiSthe80columns.Inawordprocessor,wereallywantedthelinestobreakonthescreenatthesameplacetheybreakontheprinter,Therearetwokindsofwordprocessors.Therearetheoneswhereyoujusthaveastring,ofcharactersandyouseethemhow-evertheywraponthescreen,Screenwrapisafunctionofthescreen,andhowcharacterswrapontheprinteristheprinter'sdoing.Thentherearewordprocessorswherewhatyouseeiswhatyouget.Youlayoutalineandyouknowit’sgoingtobreakatthesameplaceontheprinterasthescreen,soyoucandocolumnsandtabsandacoupleofcolumnsofnum-bers.Thenyouhavetohaveenoughpixelstogenerateafullprinterlineacross.WethoughtwecoulddoitBillAtkinsonnearlyhadhisPh.D.inneurochemistrybeforeheadmittedtohimselfthathisreallovewascomputers.He“gotaquickE.E.”andstartedhisowncompany.HewashappilymindinghisownbusinesswhenhisfriendJeffRaskinaskedhimtocomeseewhatwashappen-ingatApple,whichwasthensixmonthsold.Billwasn’treallyinterested,butairplaneticketsshowedupinthemail,sohetookalook.Whathesawwas“severalyearsreachingintothefuture”ofanythinghecoulddowherehewas.HestayedtowriteApple'sPascalandlaterbecameMr.UserInterfaceforLisabeforehemovedovertotheMacteam.AndyHertzfeldsays,“TheAppleIIchangedmylife.”ThecomputerpeopleatBerkeleywerealittlenarrow-mindedaboutlettingagradstudentreallygetintothecomputerasAndywantedto.SohespentnearlyallthemoneyhehadintheworldonanAppleIIandhadacomputerhecouldcontrolcompletely.HedecidedtheApplewasmoreinterestingthanhisclassesandbeganwritingprogramsformagazines.WhenAppleboughtoneofAndy'spro-grams,SteveJobsofferedhimajob,whichhetookwhenhefinishedschool.Heworkedonsilent-typeprintersandAppleIIdemosuntilashake-upinhispartofthecompanyshookhimloose.HelookedaroundanddecidedtogowithMac.LarryKenyonarrivedatApplefromAmdahlwithadoubledegreeinpsychol-ogyandcomputerscience.Hewaswork-ingonAppleIl/AppleIIIproductswhenthesameshake-upthatshookAndylooseiedhim,too,AndyaskedLarrytojointheMaccrewbecausehewasoneofthefewpeoplewhounderstoodthearcaneartofmakingtheAppleIIworkwithprintervripherals,andanybodywhocandothathastobegood.NooneinthecompanyTheWizardsbehindtheMacintoshreallybelievedthatMacwasaproductwhenLarryjoinedtheMacteam.Itwasjustaresearcheffort,andtherewassomeriskinvolved—wouldyoustillhaveyourjobin@fewmonths?JoannaHoffmanisstillonleavefromherPh.D.programinarchaeologyattheUniversityofChicago.Shehasaback-groundinanthropology,physics,andlinguistics.ShecametoApplebecauseofMac.Afterusinghercomputerskillsinthefieldofarchaeologyforsolong,shewastiredoflookingatthepastandturnedtothefuture.ShewasMac'sentiremarketingdepartmentformorethanayear.ShewantstomakeMacatoolthatfeelsnaturalforinternationalusersbymakingitspeaktheirlanguages.BurrellCarverSmithencounteredtheHomebrewComputerClubin1975,gothookedonmicroprocessors,andmovedtotheBayArea.Justridingaroundinabor-rowedtruckoneday,hesawAppleanddecidedtodropin.TheonlyjobApplehadavailablewasintheservicedepartment,repairingAppleIls.HetookthejobandfixedatleastathousandAppleIIboardsandgotinvolvedinotherprojectsbeforeJeffRaskinandBillAtkinsonrecruitedhimforMac.HetalkedtheLisaengineersoutofsomechipsandstuffandgotaprototyperunningoverChristmas1979.Hewasthefirstfull-timeMacpersonafterJeffRaskin.ChrisEspinosasays,“TherewasnolifebeforeApple.”At13yearsoldhecouldbefoundcruisingupanddownthebuslineinhishometown,spendingafewhoursateachByteShoponthelineuntiltheownerthrewhimout.Hediscoveredthewaytokeepfromgettingthrownoutwastowritedemoprogramsforthemachines,sohewroteforwhateverwaslyingaround—Altairs,IMSAIs,orthisweirdnewmachinecalledAppleI.Hismomwor-riedwhenhewasofferedaridetotheHomebrewComputerClubmeetingwithtwoscruffycharactersnamedJobsandWo2-niak,butshegavein,andtherestishistory.ChrisspentaChristmasvacationdebuggingApple'sBASICinexchangeforawholerowof4K-byteRAMchips,whichhethoughtwasaprettygooddeal.Heworkedpart-timeduringcollegewritingBASICprogramsandreferencemanualsandsignedonfull-timewhenhegradu-ated.Helikesbeinginonthedesignprocess—'Ifthemachineisdesignedrightinthefirstplace,youdon'thavetowritealotaboutit.”JerroldC.Manockwasafreelanceproduct-designconsultantwithaStanfordeducationwhofinallyjoinedApplewhenhesawthatthree-quartersofhisbillingwastoAppleanyway.HeworkedontheAppleI,theDiskII,theIII,andLisabeforedesigningMac.InMacintosh,hesays,“Theoutsidematchestheinsideinelegantsimplicity.”BruceHorngrewupatXeroxPARC,muchthesamewayChrisgrewupatApple,andlaterattendedStanford.BrucestartedworkingatXeroxwhenhewas14yearsold—hewasoneofthekidsXeroxbroughtintotestSmalltalk.Turnsouthewasbrighterthanmostandbecameasys-temswizardwhoactuallyimplementedSmalltalkonavarietyofdifferentpro-cessors.Bruceisallof23yearsoldnow,buthespentsevenyearsatXeroxPARCandbroughtApplethatperspective.GeorgeCroweandDavidEgnerdesignedtheanalogboardintheMacintosh.SteveCappsassistedAndyHertzfeldwiththesystemssoftware.with384,andwetrieditwithreallivedocuments—andwecouldn'tdoit.uucoulddoitwith512,butyoucouldn'tdoitwith384.gnth:Thediagonallineslookbetter,0;thejaggiesareremovedsome-Thatandthingslikethat.So,withthat,Wesaid,OK,what'sthatgoingtomean?Andweendedupwith128Kand...Atkinson:22Kbytesonthescreen,andina64K-bytemachineyoucouldn'thaveaffordedit.Thatdroveusto16RAMchipsinsteadof8.Hertzfeld:Bythen,weknewweweregoingwith128Kbytesanyway,toruntheapplications.Jobs:IjustthoughtI'dshowthistoyou.ThisistheIBMvideoboard;it’sonlyvideo,nothingelse.It’s69inte-gratedcircuits,morechipsthananentireMacintosh,anditbasicallydoesnothing.Anditdoesn’tevendothatverywell.February1984©BYTEPublicationsinc.63
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Espinosa:FortypercentmorechipsthantheMac.Jobs:Sothatsortofgivesyouafeel-ing.Andagain,thatjusthasthevideoonit.Macintosh,inadditiontohavingvideothat’sfarhigherinres-olutionandfarfaster,hasa32-bitmicroprocessor,128KbytesofRAM,64KbytesofROM,twoserialports,themouse,theserial,keyboard,andmouseinterface,theincrediblesound,theclockcalendar,thediskcontroller...Smith:Werolledthewholediskcon-trollerintoonechip.Hertzfeld:AndithasLisa'sgraphicsanduser-interfacesoftwarebuiltin-toeveryboard.Jobs:Andywassortofthesoftwaretechnicalleaderbehindtheproject,fromitsinception.AsAndyputsit,softwaresometimesstandsonitsheadtogetridofachipinthehard-ware.Andso,withasystemaspowerfulasthis,wewantedtotakeadvantageofallthefeatures,forin-stance,intheserialchipandthediskandstuff.Wereallywantedtobeabletohavetheserialportsreadingwhilethediskisspinning,whilethemouseismoving,whileit'smakingsound.Youknow,allwiththatsingleboard.BYTE:Whatweretherootsofthatoperatingsystem?Kenyon:Whenwestarted,ofcourse,‘wewerelookingattheworkLisawasdoing,andtheLisagroupwasrollingitsownoperatingsystem,anditjustdidn’tseemappropriate.Wetookthegraphicssoftware,whichwasperfectforourmachine.Capps:TheLisa‘soperatingsystemtookalotoftheuserinterface.Forthewindowmanager,eventhememorymanager,westartedwithwhatLisahad.Hertzfeld:ItturnsoutthatQuick-drawisbuiltontopofwhatLisawouldcalltheintrasegmentmemorymanager.Yourelocatelittleobjects.WetookthatbecauseQuickdrawre-quiredthatsupport,andwesortofturneditintooursystem-widemem-orymanager.EventheLisagroupusesitonlyfortheintra-applicationmemorymanager.Someonemen-tionedaneatwaytodoafilesystem,andwethoughtaboutitandsaid,“Gee,that’sagoodwayofdoingit,’andsowedid.Alotofitwasex-perienceontheAppleII,knowingwhatwassortofbadthere—whatwewantedtodogreathere,Thatatleastwastheconceptionoftheasyn-chronousI/O.IknewfromtheAppleTIthatwhenyoumakeadiskrequestitwaitsthereforawholesecond,amillionmicroseconds,justwaitingforthedisktocomeuptospeed.Weshouldbeabletodootherusefulworkwhilethat’shappening.OntheAppleIIifyouwanttomakeabeep,thewholeprocessor,theentiretyofthemachine,isdevotedtomakingabeep.Andwhenyou'vegotallthehorsepowerofthe68000there,youdon’twanttowasteitallonmakingsounds.Atkinson:Westillmakeabeepwiththeprocessor.Hertzfeld:Butwetime-slicethepro-cessorsuchthatyoucanbedoingotherthings.Ithappensontheinter-tuptlevelinsteadofbeingdedicated.Macintoshusestheprocessorforeverything,justliketheAppleIIdoes.Intermsofthedisk,wehaveGRAPHICS-PLUSisafieldinstallableenhancementboardforGRAPHICS-PLUSanenhancementFor219TerminalsfromNorthwestDigitalSystem¢Tektronix?4010CompatibleGraphics©512Horizby250VertResolution©80/132Coland24/49LineTextDisplays*SevenPageOff-ScreenTextMemory*Menu-driven"PlainEnglish”Set-upMode*16ProgrammableKeys-128CharsEach©OptionalHardcopyPortthepopularZenith’219videoterminaladdingmanypower-fulfeaturesfoundonlyonterminalscostingmuchmoreGRAPHICS-PLUSprovidesTektronix?4010compatiblevectordrawinggraphics,VT100?compatible80and132columndisplayformats,off-screenscrollitmatolefunctionkeys,“PlainEnglish64February1984©BYTEPublicationsInc.menu-drmode,andahostofotherenhancements.Installatioaccomplishedwithin15minutesusingonlyascrewdriver.memory,program-Set-upanbeP.O,Box1528:¢SimpleFieldInstallation47MZenith21MTektronix31MDECGP-19Upgradefor219TerminalS$849249TerminalWithGP-49Installed$1495NorthwestDigitalSystemsSeattle,WA98115(206)362-6937Circle270oninquirycard:thesamedisk-controllerarchitectureastheAppleII,butwearejustalittlemoresophisticatedinhowweusein-terrupts.WegivethetimebacktotheapplicationswhiletheI/Oisgoingon.BYTE:Canyousaymoreaboutthecustomdiskcontroller?Smith:Sure.AlongtimeagowesortoffiguredthateverybodywhowasdoingdesignsatApplewithdiskslovedwhatWoz[SteveWozniak]haddoneontheAppleII.I'llneverforget,thefirsttimeIlookedattheWozcon-trollerIsaid,“OK.Well,thismustbetheinterfacediskcontroller.Where'sthediskcontroller?”Ineverfoundthediskcontroller.Andwe'vejustbeeninlovewiththewaythatthat’sdone.It’susedtomodifygroupcode.Oneofthethingsweknew,though,wasthatdiskswouldbegoingfasterinthefuture.Soweinitiallydesignedthischipsothewholecompanywouldbeabletohaveanultra-low-costwayofusingWozniak’sdisktechnologyforeveryproduct.Butweknewthatweweren'tjustgoingtobegoingat4microsecondsperbit,thattwicethatwouldbecomeanindustrystandard...atleastanAppleinter-nalstandard.Sowebuiltinamode,ahigh-speedmode,sothatitcangotwiceasfast.Atkinson:Whileyou'regettinginputfromtheserialportat19,200bps,youcanbewritingtothediskandnotmissingabeat.It’snotthebufferthat'sdoingthat.It’sLarryKenyon.Every4nibbles,youlooktoseeifthere'ssomethingontheport,becauseinonesector'stime,24bytesgoby.Jobs:Afterwereexaminedevery-thing,includingthediskformat,wesaid,“DowewanttogotoMFM[modifiedfrequencymodulation]?”Andthemorewereexaminedit,whatbecameclearwasthattheoriginalideathatwehadforadiskin1978,whichwearestillusing,isgreat.Atkinson:Weget400Kbytesonthisthing,whilemostpeoplegetonly270.Jobs:Asanexample,ourschemehastwicethemarginofMFM.Inotherwords,whenyou'reshippingamil-lionortwomillioncomputersayear,whichweintendtodo,whenpeoplearebuyingmediafrom10differentsourcesandtheyexpecttotakedisksoutthatwererecordedinAlaskainreallycoldweatherandstickthemin-tomachinesinFloridainaheatwaveandhavethemwork,thatmarginisreallyimportant.Ifyouwanttoequatethattoreliability,wearesignificantlymorereliablethananyotherdisksystemonthemarket,whilehavinghighercapacity.Sothatwasthekeydecision,tostickwiththesameencodingformatandthesameschemethatwe'veusedsince1978.So,whileeveryoneelseisrun-ningatroughlythesameratesasAp-pleIl,theIBMPC,andeverythingelse,wedoubleditonMacintosh.Wesetanewinternalstandardwiththe3¥2-inchdiskandthisnewsingle-chipcontroller.Andeverynew32-bitproductatApplewillusethatnewstandard.Themedia,thesectorformatonthatmedia,thediskcon-troller,andtheroutinesandevery-thingtodrivethemisanewApple32-bitstandardthatyou'llseecom-BEFORE$100computers.MAIN/FRAMEcatalog$100systemintegrators...integrandsolvesEMIproblems!Systemintegrators,dolikeRonnyRabbit.EliminatefrustrationwithIntegrand'’slow-costFCCverificationservice.WeofferaonestopservicethatSPECIALIZESinEMItestingof—INIEG8620RooseveltAve./Visalia,CA93294WriteorcallforourVerificationBrochureincludingapplicationnote:RonnyRabbit'sRadiationReductionRepertoire.Besuretoaskforourfree32pageWeacceptBankAmericard!VisaandMasterCardAFTERNL209/651-1203e—66briny1984©BYTEPublicationsIne.Circle183oninquirycard
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J]Bele)a.E(@Jay]a}auVFW-IIIfloppy/WinchesterdiskcontrollerhestercontrolchesterdataANDHERE’SWHY!OurCompetitors:TheSDSystemsAdvantage:SeDiskWrite(DMATransfer)X,)=WriteWrite:SBCSBCDisk|Read|Bus|DiskBusDisk|Read|300DiskStorage|Request|Master|Request|SlaveStorage|RequestMaster\FoauestaSferlaveTheSBC300offersyou64KbytesofdualportedparityRAM.DualportingallowsDMAtransfersfromdiskstoragedirectlytoanindividualslaveprocessor.Thismaximizesmulti-processorsystemperformance.PerformingtheDMAtransfersistheVFW-IIIperipheralcontroller.ItisquitepossiblytheonlyS-100diskcontrolleryou'lleverwanttobuy.WiththeVFW-IIIyou'llhavesimultaneouscontrolofuptothree54"Winchesterdrivesanduptofour54"and8"floppydrives.Togethertheyaretheultimatemulti-processorbuildingblocks.SystemsintegratorsappreciateourstrictadherencetotheIEEE-696specificationandourcompletelineofhighqualityS-100buspro-ducts.EvaluationhardwareisavailableforqualifiedOEMs.Call,write,orcirclethenumberbelowtoreceivetechnicalinformationontheseandotherfineSDSystemsproducts.280productZilogCorp.TurtiodosisatrademarkofSoftware2000,Inc,OasisisatrademarkofPhaseOneInc.CP/MPlussatrademarkofDigitalResearch,inc.PO.Box28810Gircle461oninquirycard.Dallas,Texas75228214-340-0303Telex682901668ingoutineveryfutureproductthatwedointhatfamily.Smith:Thereweresomevoiceswithinthecompanythatsaid,“Oh,youguysoughttogowithstandardformatsandthingslikethat.”Welookedatdoingthatanditturnsoutthatittakesmorechipstointerfacetoastandardfloppy-diskcontroller,andwehave...Jobs:Well,IcangogettheIBMfloppyboard.Itlookstohaveabout45to50chipsonit...Espinosa:I'llcomeandhelpyoucarryit.Jobs:..includinganLSI[large-scaleintegration]diskcontroller—farlessperformance,farlesscapacity,farhighercost.Atkinson:Andlessreliability.Jobs:Oh,farlessreliability.Larry'ssoftwaresensesthediskspeed,andBurrell’shardwarecanadjusttooneoffourhundredspeeds.Soifit’swrittenonsomethingthat’salittleoutofwhack,wecanjustadjustrightdowntothenecessaryspeedandreadit.EverythingontheMacintoshboard—theserialtiming,thedisktimings,themicroprocessortimings,thevideotimings,thesoundtim-ings—comesfromonecrystaloscilla-torandissynchronizedfromonesource.And,again,it’sbetter,ofcourse,technicallytodoitthatway.Everythingworksmuchbetter,butitalsosavesparts,andwecanofferthisthingcheapertocustomers.Andmostofthisstuffcustomerswillnevereverrealizeorcareaboutany-way.Imean,whocareshowmanycrystaloscillatorsyouhave?Butyoudocareabouthowbigyourcomputerjs.Youdocareabouthowmuchitcosts,andyoudocareabouthowwellitworks.Atkinson:Ifyoueverdropyourcom-uteryoufindoutquicklyhowmanycrystaloscillatorsyouhave.BYTE:Sowiththevariablespeedinthediskdrives,Iguessthere’snoroblemhavingtwodrivesthatare3percentdifferentinspeed.Jobs:Wereaditandadjustitsothatthespeedisaccuraterelativetothatcrystal.Thatcrystalontheboardissuperaccurate.Wecanadjustthediskdriverelativetothatsuperaccuracy.Atkinson:YouforceallthediskstoFebruary1984©BYTEPublicationsInc.goatexactlythesamespeedbyhav-ingthesoftwareconstantlymonitor-ingthespeedandsaying,“Ah,it'srunningalittleslow;jackitupalit-tlebit,’sothateachdiskdoesn’thavetobeadjustedatall.Youswitchdiskdrives,andthenewonewillrunatexactlythesamespeedbecauseyouforcethemallto.Smith:Itturnsoutthatthespeedvariationsoccurpartlybecauseyoupluginanewcassettethatloadsthemotordowninadifferentwayandalsobecauseoftemperaturevaria-tionsthatcauseverylong-termdriftsinthediskspeed.Usingalittlebitoftheprocessortofixthatdoesn’tcostusanyperformanceatallonthesys-tem.BYTE:Whataboutthedisplayelec-tronics?Atkinson:Whereisthedisplaycon-troller?Hertzfeld:It'shidden.Jobs:IfyoubiteintothatIBMdisplayboard,it'lltotallyflickerifyoudoitatthewrongtime.You'veseenthat,tight?WozjustcameupwiththisreallybrilliantwaytodotheAppleII.Herealizedthatmemorywasabouttwiceasfastasthemicropro-cessorneededitandtwiceasfastasthevideoneededit.Soheputthemicroprocessoroverhereandheputinessencethevideooverhere,andheputsomemultiplexersinthemiddle.Hesharedtheexactsamememorybetweenthetwoinawaysuchthatthisonethoughtithadallthememoryallthetimeandthisonethoughtithadallthememoryallthetime,yettheysharedthesamemem-ory!Allthisthinghadtodowaswriteintocertainmemorylocationsand,magically,itwouldappearonthescreen.Themicroprocessorneverevenhadtothinkaboutthescreen.Allitdidwaslookatmemoryloca-tions.Atkinson:AndtherewasnowaytoglitchthevideobecauseaccessesweremutuallyexclusiveJobs:Right.Andsoitturnsoutthat,tryaswemight,wehaveneverbeenabletofindabetterwaytodoit.Atkinson:Atthesametimethattheprocessorshavegottenfaster,mem-ory’sgottenfaster;thememoryisstilltwiceasfastastheprocessor.Jobs:Andso,again,itgivesyougreaterperformance,becauseyoudon'thavetowriteonlyatspecialtimesandslowyourselfdown.Itcutsthechipcountwaydownbecauseyoudon'tneedtwobanksofRAMs,sothecustomer'snotpayingfortheseextrachips,anditjustmakesamoreelegantproduct.BYTE:HowfardoesthesimilarityextendbetweentheAppleIIvideoandtheMac'svideo?Smith:Wehaveathree-partmem-oryarchitectureonMac.WehaveaDMAwindowforsound,video,andCPU...sharedbythreedevices.Also,whatwedothatisalittlemoresophisticatedthanAppleIIisreturnmemorycyclestotheprocessordur-inghorizontalandverticalretrace.Andwiththeanalogdesignwe'reabletolengthenthehorizontalretraceinterval,whichgivesusmoreperformanceforgraphicsbymakingmoretimeavailabletotheprocessorfrommemoryandgivingtheanalogelectronicsmoretimetoretracethebeam.OntheAppleII,Wozsortofdesignedthislogicboardandthepowersupplywaskindofadded.OnMac,wereallydesignedtheentiresystemasacompletesystemfromthegroundup,soweuseddifferentcon-straints.Iwouldsaythere'snotmuchsimilarity.ThegreatthingaboutMacasaproductisthatitreallywasn’tdesignedasjustthispieceoverthereandthispieceoverthereandthisotherpiece...Allofitwasdesignedinparallel,everybodyknowingwhateveryoneelse'sjobwas.BYTE:Howdidyoudecideontheappearanceofthemachine?Manock:Ourgoalinthebeginningwasportability.Weactuallyhadthiscardboardmodelthatlookedamaz-inglyliketheOsborne.AndthatwaswaybeforetheOsbornecameout.AsIsaid,portabilitywasprimaryhere,andthisversionhadanattachedkeyboardthathadasortofrubberbootarounditthatwouldfoldupandgiveyouprotectionoverthescreen.Stevereallychangedtheem-phasisoftheproductonedaywhenhesaidthatwedidn’twantportabil-itytobetheprimaryaspectofthis,butwedidwantittotakeminimaldeskspace.Withthatgoalinmind,
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Portableordesktop,yourewayaheadwhen[|youpickupacoronaPc."Becausewegiveyoueverythingyou'veeverwantedinanIBM'-com-patiblePCandmore.Foragreatdealless.COMPATIBLEANDMORE.OursystemsrunallsoftwarethatconformstoIBMPCprogrammingstandards.Andthemostpopularsoftwaredoes.Wedelivertwicethememory,withroomforeighttiresasmuch.Wedeliverafast-access320Kfloppydrive,acommunicationportandanimprovedIBMPCkeyboardwithindicatorlights.Oursystemsincludehigh-resolutionmonitors(12”desktop,9”portable)forcrisper,cleanerdisplays,andbothhavebuilt-inhigh-resolutiongraphics(640x325).Yougetacompletesystem,readytogotowork.MORESPEED.OurRAM-disksoftwaregivesyoutem-porarydisk-typestoragethatworksmanytimesfasterthandisks.PLUSSOFTWARE.Oursystemscomewiththeoperatingsystem:MS-DOS?Apro-gramminglanguage:GWBASIC?Atrainingcourse:PCTutor.?Aprofessionalwordprocessor:MultiMate4PlusDOSutilitiesanddemonstrationprograms.Oryoucangetthep-System$fromN.C.I.andwriteorrunportablePascalpackages.ALLFORAGREATDEALLESS.Evenwithalltheextrafeaturesandperformance,oursystemsstillcostsignifi-cantlylessthantheequivalentIBMPC.Dropbyyournearestcoronapcdealerforaveryconvincingdemonstration.Orcontactusat31324ViaColinas,WWOVLE©aThewinningmove.Hitachi’sresourcesandexperienceareyourguaranteeofquality.Over200,000driveswillbeHitachi's3”floppy.WestlakeVillage,CA91361.(213)991-1144or(800).621-6746toll-free.Telex658212WSLK,inEurope76066CDSNL.©CoronaDataSystems1983.1.TMInternationalBusinessMachines.2.TMMicrosoft,3.™.ComprehensiveSoftwareSupport.4.TMSoftwordSystems.5.TMUniversityofCalifornia*:coronadatasystems,ine.BYTEFebruary198467MOREVERSATILITY.Withallthenecessaryfeaturesbuiltintothemainunit,thefourexpansionslotscanbeusedforyourspecialneeds.Forexample,colororouroptional10MBharddisk.Circle92oninquirycard.It’sclearthatthe3”floppywillbecomethenewstandard.Compact,easytocarryandmail,dust-proofandnon-bendable,the3”floppyhasthepowerfuladvantagesthatmeansuccess.Todevelopyourshareofthenew3”drivemarket,Hitachi'sdrivesarethewisechoice.Nowdouble-sidedandwithLSI’s,reducedaccesstimeandlowpowerconsumption,Hitachi'sdrivesarebetterthanever.rollingoffourlinesin1983alone.That’swhychoosingHitachiisaprofitablechoice.Nodoubtaboutit:theformatofthefutureisyourstodaywithHitachi’sdependabledrives.Specifications:Storagecapacityunformatted:500Kbytes.Totalno.oftracks:80.Recordingdensity:9,830bpi.Trackdensity:100tpi.Transferrate:250Kbits/seo,Track-to-trackpositioningtime:3ms/track.Dimensions(WxHxD)mm:80x40x150,Wt:5509Foyaacrates(G7canoeaedwinnictopodaca@HITACHI‘AWORLDLEADERINTECHNOLOGYCircle169oninquirycard.‘onfurtherinformation.Mr.TakaoIchiki,EasternRegionalOffice,HitachiSalesCorporationofAmerica,1280WallStreetWestLyndhurst,N.J.07071Phone:(201)935-8880Fax:(201)935-4869MrTKodera,NewJerseyOffice,HitachiAmerica,Ltd.,59Route17,Allendale,N.J.07401Phone:(201)825-8000Fax:(201)825-4781
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=THEURCHASINGAGENWecanbuyanymicrocomputerproductforyoufromour288participatingwholesalers.Herearethenetpricesonafewofthe7,000productswecanbuyforyou,actingasyourpurchasingagent.COMPUTERSCOMPUTERSNorthstarAdvantageBieupgtace308Onyx2007MU20,25610.8548002MU20,512K14.2383816A"9.0223Steanam21°5Sys.3108Ram20~Sys.816ABeNeckama-SyssecRamatPMCMicromate10180Sage!V.LowProfileSeattleGazellepura3570TelevideoTS302Yoctor420.”&2.6234(2W110-33REMStbetermefanEa1208ge0HARDDISKSiseiveBayoncoronasectionSOR2ce7RECAPSlomegSeahOhhatsSouBagmantameeeroneSua229)Sanasaate20earreofeworth4200reEXMolecularSMB10me9,MorrowMicro.MD2Trantor10™me9IBMPERIPHERALSHayes12008ModemKeytronicPlantronicsColorPlus.QuadlingMODEMSHayes1usRavateeAuto0212DATABASESOFTWARECondorDaaseltPersonalPeat!2a2}=lores1970MONITORSPRINTERSAmdek300GHiResume140SpeeNesray160wiactorTexasinateTB10basicTB10LGirToshibaP1350,parallel1380,SerialTranstar130120315colorPLOTTERSsi12°AmbermaekYPRINTERSHoustoninst‘Anadex95019820,313styobeM100beeM260Taxan12°AmberAcesgrotherparaldaisySucet®Sano30#60TERMINALSAddsViewpointAr445Vigweomtass399ApesBatone80ame,720AnarygrambassadoreeeonBa108MazeltineEp!ovridea‘umeov"MioVi4026FionaDataOSP-190Televideo94GEGenerallactic)924Semin305925550GonBanomBPEoptionsvisuaaa00anWyse100wy200Ww.Zenith223ACCOUNTINGSOFTWAREUoKeyboora_188CALL‘AltosAccountantCALLUSFORYOURNETPRICEONANYOF7,000OTHERPRODUCTSWECANBUYFORYOU.F.O.B.shippingpoint.Pricessubjecttochangewithoutnotice.70February1984©BYTEPublicationsInc.PURCHASINGAGENT,INC.574WeddellDrive,Suite5Sunnyvale,CA94089(408)744-0646OpenMondaythruFriday,8-5PSTCircle306oninquirycard,werealizedthatthekeyboarddidn'thavetobeexactlythewidthofthecomputer.Jobs:Tousetheearlierdesignyouhadtohavesomesortofarrange-menttotiltitup.Andwhatwenoticedwas,well,fine,whatifyoujustliftthebackupherelikethis?Then,becauseyouhaveallthisspaceunderneath,youcouldputthefloppydiskunderneath.Soyoumakeaunitthat’smorevertical,hasasmallerfootprint.Atkinson:Ithastobeupenoughsoyoureyescanseeitanyway;youneedtheheight.Manock:Stevethought,too,Ithink—inagutreactionsortofway—thateverybodywasgoinglowprofileandwide,andweneverhavewantedtobea“me,too.”Ithinkourverticalformatiscorrectwhenyouthinkofhumanfactors.Hoffman:Jerry,youmightwanttoturnthebackaround.Wemadeittrulyinternational.Ithinkit’soneofthefewproductsasidefromLisathatiscompletelyusableanywhereyoucaretotakeit.Manock:Didyouseetheiconsontheback?Hoffman:Westartedoutwiththecaseandwentfromtheoutsidein,tryingtomakeitmoreandmorein-ternationalthemorewethoughtaboutit.AndJerrywasjustgreatassoonasherealizedthatwereallydidwanttobringittothewholeworld.Hehadmarvelousideasonhowtoeliminateeverywordoftext,takeeverythingoffthepackagesothatwedon'thavetobeanAmericanproductanywherethatwego.Jobs:InMac,there’snoEnglishontheoutsideofthecase.Everything'siconic.Andthere‘isabsolutelynoEnglishintheROM.Itisuniversalinnature.Whenthethingcomesonitputsafewiconsonthescreen.Ifsomethinggoeswrong,itcan’tbootorsomething,itputsafrowningMacon.Ifit’sbootingitputsahappyMacon,Itloadsallthelanguages,allthecountry-specificstuff,offthedisk.So,becausethekeyboardisdetach-ableandmappedanyway,tolocalizeMacallyoudoischangethekey-board,manuals,andthedisks.Nothingintheboxhastochange.AndanotherrealbreakthroughisthisthingcalledResourcesthatBruceHorninvented.Hertzfeld:Thedataisfactoredoutfromthecode.Youknow,mostpro-gramsareamixtureofcontrollogicandjustrawcode.Atkinson:Thevirtual-memoryarchi-tectureonthedatapartsofthepro-gramallowsustofactoritoutsothat,withoutrewritingaprogramatall,withoutrecompilingorrelinkingtheprogram,IcantakeacopyofMacPaintandin15minutesmakeaGer-manversion.Hertzfeld:Becauseallthetextiskeptinawell-known,well-definedplace.Horn:UntilDecember,peopledidn’treallyknowwhattheresourcemanagerwas,becausetheyreallyhadn'thadanycontactwithit,besidesme.IknewwhatIwantedfromitbecauseIhadtodoFinderandallthatotherstuff.Andyjustlookedatitovertimeandfiguredoutwhatyoucoulddowithit.AndIwastryingtosay,well,thiscandothisandthis...ItwasreallyAndyhavingthebiggestviewofthesystemsayingthatthiscouldreallybeagreatthingforalotofstuff.Hertzfeld:AnotherthingtoaskBruceaboutistheFinder,whichisourmostimportantapplication,thefirstthingthatcomesuponthema-chine.That'stheprogramwithallthelittleicons,thedesktopmanager,Iguesswe'recallingit.That’sBruce'sconceptionandcommunication.qq‘InMac,there’snoEnglishontheoutsideofthecase.Everything’siconic.’Hoffman:Therearenumeroussubtletieswiththis.Pictureadialoguebox,forexample.Adialoguebox,whenyouputEnglishtextinGerman,startsoverflowingitslimitsandstartslookingverydif-ferent.Youhaveabuttonthatsays,“Putthisaway.’InGerman,thattakesaparagraphandoverflowsthebox....ButResourcesletsuschangenotonlythetextbutalsothephysicallookofthosedialogueboxes,orany-thing,throughsomethingcalledResourceEditors.Jobs:Otherwise,you'dhavetogetin-tothesourcelisting.You’dhavetochangenotonlythelanguages,asJoannasaid,butalsothegeometriesofthedialogueboxesandmakethembigger.Itwouldtakeyouawhile;it’snotsomethingthat’simpossible,butit'ssomethingthatnevergetsdone.Andit'scertainlysomethingthatyouhavetobetheoriginatorofthepro-gramtodo.Whatwe'vedonebypull-ingallthelanguage-specificstuffout,throughthisbeautifulmechanismcalledResources,iswritetheseotherprogramscalledResourceEditors.ByrunningaResourceEditor,youcould,ifyouknewGerman,simplyrunaprogramontheprogram,getinthere—literallyonthescreen—andjuststretchtheboxesbigger.YoucouldselectatextandretypeitinGermanandmovethingsaroundifyouwanted.Youcanexamineeveryicon,everydialoguebox,everyalertbox,everypull-downmenu,every-thing,withoutbeingaprogrammer,“PortaPac2?”PLAINTALK.Contrarytopopularbelief,PortaPac™isnotsomethingyoutakewithyoucamping.PortaPacisaportabledatacontainerwithmultipleuses.Haveyouevertriedtaking$0pagesofnotesormanuscriptswithyouontheroad,onbusinesscalls?Well,that’showmuchyoucanputinamodelP2064PortaPacthatmeasures4inchesby9inches.That’sapproximatelythesizeof2packsofcigarettes.ExceptPortaPacisthinner—it’sonly1inchthick.Andwhataboutversatility?PortaPacusestheindustrystandardRS232C‘communicationprotocol.Nomoreworriesorfussaboutsingledensity,doubledensity,softsector,10hardsector,16hardsector,andothermumbojumbodiskformats.PortaPaccanfunctionasdataterminalequipment,i.c.,similartoyourterminal,orasdatacommunicationequipment,similartoyourcomputerormodem.Or,ifyoulike,itcanbeputinlinebetweenyourterminalandyourcomputer.Totallytransparent.Mainte-nance?Thereisvirtuallynone.Allyoudoischangethebatterywhenthelowbaiterylightcomeson—every1to5yearsdependingonthemodel!What'smore,yourPortaPacautomatcallyretainsitscontentswhenpowergoesout.WhatcanPortaPaedoforyou,youask?Howabouttransferringinformation(includingpro-grams)betweencomputersystems?At19,200sus-tainedrate!Nomorestayingupallnightjusttogetyourdatareliablythruthemodemat1200baud.Howabouttakingitwithyouonsalescalls?Displayyourinformationontheclient'scomputerorterminal,turnaroundandenterordersintoPortaPacforlaterprocessing.Andwhataboutyourcustomerengineers?HowaboutputtingyourdiagnosticprograminthePortaPac,anddownloaditintothecomputer?Theusesjustgoonandon...TESTIMONYHere’showsomeofourcustomersareusingtheirPortaPac...*TransferringmanuscriptspreparedonOsbornetoIBMandXeroxsystems*AsaportablestoragedevicefortheTandymodel100computer*DemonstratehardwarewithdemonstrationpackagestoredinPortaPac©TransferringinformationbetweenNorthStarAdvantage,MorrowDesignMicroDecision,andDECPDPImachines*Asareplacementforfloppiesonmachinetoolscontrolcomputers©Thelistjustgoesonandon»ANDHERE’SMORE.OurmodelP2064isadedicatedversionofthemodelP2064.Oncestarted,itwillalwaysretainthelast64Kcharactersofinformationpassingthruit.Putitinlinebetweenyourcomputerandterminal.Nomorecussingbecauseyoujustlostthelast4hoursofworkdoingdataentrywhenthepowerwentoutorthediskettewentbad.ANDANADDEDBONUS‘ThePortaPaccanfunctionasaprinterbuffer!SonowyoucantakethePortaPactoahighspeedserialprinterandgetyourreportsquick!Againandagainifyouwish.Wanttoknowmore?Writeorcallusandwe'llsendyouadditionalinformation.Pronto!4\Cryptronics,Inc.11741ColyRiverCircle,Suite7FountainValley,CA92708Phone:(714)540-1174PortaPac™isatrademarkofCryptronics,Inc.72.February1984©BYTEPublicationsInc.Circle98oninquirycard.
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Circle282oninquirycard,‘IBMInatrademarkoftheInternationalBusinessMachinesCorporation.‘COMPAQis2trademarkoftheCOMPAQComputerCorporation“withoutgettingthesourcecode,andveryquickly,too,usingtheuserin-terfaceoftheMacintosh.Atkinson:AnythingthatXYZsoft-warecompanyputtogether,eventhoughthecompanydidn’tthinkaboutTaiwan,willruninTaiwan.Jobs:ButdowewantittoruninTaiwan?BYTE:Areyougoingtomarketitag-gressivelyinJapan?Jobs:Yes.Hertzfeld:MyfavoritethingaboutResources,beingselfish,isthatthesamefacilitiesthatallowustotrans-lateEnglishinto7,10,20,amilliondifferentlanguagesarethesamefacilitiesweusetotranslatetechnishtoEnglishinthefirstplace.Hoffman:Theothercomponentofthisisthatitallowsustonotjustin-troduceproductsthatfeeltothenativeuserlikeanativemachine,naturaltothem,butalsothatwecanstartcomingveryclosetomakingsimultaneousproductintroductions.ThesoftwarethatisdevelopedintheU.S.canflyoverthereforthem,forthefragmentedmarketsinEurope,forexample.EuropedoesnotallowforthesamekindofdevelopmentofsoftwarehousesastheU.S.becausethemarketsareallsofragmentedyoucan'tamortizedevelopmentofthesoftwareoveraslargeauserbase.ButgiventhattheEuropeansnowhavethecapabilityofusingalocalized,globalizedsoftware,ifyouwill,theirmarketgrowsbecauseeachin-dividualsoftwaredeveloperinFrancenowcanviewthewholeworldasamarket.Wefeelthatitwillgiveanim-etustothedevelopmentofsoftwaredevelopers,thirdparties,inEurope,andinmorefragmentedmarketsaswell.smith:Aninternationalpowersup-ply,too,sotheexactsameunitbasic-allycanbeusedanywhereintheworldEgner:Itdoesn’tcarewhetherit's50-Hzinput.Manock:Justoneadditionalthingonthese:theiconsonthebackarefromtheInternationalElectrotechnicalCommission(IEC).Wedidn’tinventalltheseourselves...whereverpos-gibleweusedsymbolsthatalreadyexisted—forexample,AClinepowerqhebruary1984©BYTEPublicationsInc—thatareworldstandards.Wherewedidn’thavesymbolsthatexisted,weusedtheIEC’sclosestsymbolasbestwecouldandthenaddedwhatwethoughtmadesense.Forexample,weneededasymbolforamodem,sowestartedwithIEC'stelephonesym-bol.Wetestedthemtomakesuretherewasgoodrecognition.We'llsubmitthesenewiconstotheIECtohaveitsuggestthattheybethestan-dardsaddedtoitsencyclopediaofsymbols.BYTE:Whatisthismachinegoingtomakepossiblethatothercomparablypricedmachineshavenotmadepos-sible?Howwillitchangetheper-sonalcomputingscene?Jobs:Rightnow,asyouknow,whenyouuseawordprocessor,itwilldotwoorthreethings.ThefirstthingMacintoshwilldoismaketheexist-ingtypesofapplicationsanorderofmagnitudeeasierandmoreap-proachableforpeople.Thereforetheavailablemarketforthismachineisgoingtobegiantcomparedtotheavailablemarketforthepeoplewhoarewillingtoinvest40to100hourslearningtousetheircomputers.That'sthefirstthing.Thesecondthingisthattherearegoingtobenewtypesofapplicationsavailablethatcouldnotbeavailableonthecurrentgenerationofpersonalcomputers—itistechnicallyimpos-sibletodo.TheperfectexampleisPaint.PaintisimpossibletodoonanAppleIIoranIBMPCoranyoftheotherfirst-generationproducts.Youcandoamockeryofit,butyoucan’treallydoit.Andtherearegoingtobelotsofapplicationslikethat.You'veseenLisaProject.That,ofcourse,willberunningonMac.Andwedon'tevenknowthekindsofap-plicationsthataregoingtocomeoutinsixmonthstoayear.Asanexam-ple,we'llbeabletolaser-printoutputfromthisthingbynextJune,andthatisprettyexcitingtous.So,ifweselltheseonauniversitycampus,you'llbeabletotakeyourdiskintotheli-braryandgetoutputoffalaserprinter,whichwillbeapproachingtypesetquality.That'sthekindofstuffwe'redoing;youjustcan’tdothatonacurrent-generationpersonalcomputer.AndthenthethirdthingiswhatBurrellandLarryandAndyandtheothersoftwarepeoplehavedone.WhenweshippedtheAppleII,wefundamentallyshippedabout2KbytesofROMwithsystemcode.TheIBMsystem'sgot8Kbytes,butit’sreallykindoflooseasagoose;it’sabout4Kbytesbyourstandardsofcode.Machas64Kbytesofthetight-est,mostelegantcodethatthiscom-pany’severwritten.Mostofthecom-putersnowarebasicallyshippingafilesystemandafewdrives,butwhat'sreallyinterestingisthatontopofthat,we'velayeredonmemorymanagementandontopofthisisQuickdraw.Jobs:Mac'sacompletelyopenma-chine—we'vegotabookcalledInsideMacintoshthattellsallthesecretsofit.Butwe'regoingtotrytogetalit-tleuniformitythroughthecarrotratherthanthestick.Andthecarrotisthatthere'safiniteamountofRAMinthismachine,andwe'vedoneallthesethingsforyouinROM.Now,youcandothemyourself,there'snothingthatsaysyoucan'tdothemyourself,butifyoudo,you'vegottowritethem,whichisgoingtotaketimeandmeansyou'regoingtobeslowertogettomarket;you'vegottochewuppreciousRAMspace,andthechancesareprettygoodthatwedidabetterjobthanyou'lldo,Sowe'regoingtotrythroughthecarrottogetalittlebitofuniformityintheuserinterfaceinsomeofthewaysthethingsaredone.Hertzfeld:See,we'rereallya192K-bytemachine,andiftheprogram-merswanttothrowaway64K,thenthey'redoingadumbthing.Jobs:We'rea192K-bytemachinethatdeep-freezes64K.Hertzfeld:Highlytuned,tested,de-bugged,highlycompact,veryfast,veryhigh-qualityconsistentcode.BYTE:Whatareallthefactorsinthisthatmakeitgosofast?Hertzfeld:Sweat.Jobs:Burrell,Andy,Larry,Bill—howlongdidyouworkonQuickdraw?Atkinson:Fouryears.Hertzfeld:Allofuscarealotaboutperformance.Surprisingly,that’sunusual.Alotofpeopledon'tcareiftheirsystem's...
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Arealfishstory.byBrettKirkOwnerPoseidonAquatics“Ourbusinessiswholesalingtropicalfishtoetstores.We'renotalarge-sizedcompany,butwehaveoneeesofaninventory-controlproblem.That’swheredBASEII®comesin.”Theonethatdidn’tgetaway.“Weneededafastprogram,anddBASEII,therelationaldatabasemanagementsystemfromAshton-Tate,gaveusthespeedweneededtoquicklyloginourweeklylive-fishshipmentintermsoftotalnumbersreceived,thekindandnum-bersofeachdifferenttype,thecostperfish—allcriticalfactorsindeterminingourpricingandbeingabletopassalongsavingstoourcustomerswheneverpossiblewithouthangingusouttodryprofitwise.“We'resuregladweboughtdBASEIIwhenwedid.Ithinkourcustomersareglad,too.”OnceyoutrydBASEII,you'llbehooked.Ifyou'reuptoyourearswithdataCircle29oninquirycard.thathastobemanagedquicklyandefficiently,dBASEIIcanreallyhelpyoustayafloat.Foralltheparticulars,contactAshton-Tate,10150WestJeffersonBoulevard,CulverCity,CA90230.(800)437-4329,Ext.212.IntheU.K.,call(0908)568866.ASHTON‘TATESuggestedretailprice,$700.BASEIlsaregisteredtrademarkofA¢htonTate,@Ashton-Tate1983BYTEFebruary1984BAtkinson:LikeQuickdraw.Iwon'tevencountthefirstrunsinPascal,butthefirstrunsinassemblylan-guagewererunning160Kbytes,beforeIaddedalotofthenewfea-tures.It’snowdownto24Kbyteswithlotsmorestuffinit.Character-drawingspeedisoneyoulookatfordrawinganarbitrarysizecharacter,anarbitrarystartingpixelclippedtoanarbitraryarea.Wewererunning,whenitwasbeingdevelopedonLisa,about1000characterspersecondthefirsttime.Well,Igotthatupto4000.Macisrunningabout7000.That'sseventimes9600baud.Thisistypicalofallofoursoftwarepackageshere.Yougothrough,getthebestalgo-rithmsfirst,getthestuffright.Thencrunchitdown,makeafirstpassinPascal,getthealgorithmsright,findthecleanestalgorithms,findallthecorners,andmakesurethey'retested.ThenItranslateitintolooseassemblylanguagetogetdownintoassemblylanguageandgetitwork-ing.ThenI'llgothroughandgetallthebugsoutagain,andI'llgothroughanddofineregisteralloca-tiontofigureoutwhat'sthemostim-portantthing.Thislittlebaby,the68000,hassixteen32-bitregisterssit-tingthere,andthewayyougetper-formanceoutofthatistokeepthemfull.Keeptheregistersfullofimpor-tantstuffallthetime.That'sthewayyoumakethisprocessorsing.Soyougodownandyoudoregisteralloca-‘Optimizationwithoutmeasuringiswastedtime.Findoutwheretheapplication'sreallyspendingtimeandgowhumponthatcode.’eeEEtion,andthenyoudon'tstop.Thenyoufeeditback,yougetyourpeopletouseit.Quickdrawwasdesignedby“pull”fromapplicationsratherthan“push”fromthedesignteam.Youprovideafacility,watchtheapplicationsgrouptrytouseit,understandwheretheymisunderstoodsomething—maybeyou'vegotabadmodel,youwanttomakeitsimplerandcleaner—orwheretheydon’thaveenoughper-formance.Andthenyougobackandyoumeasure,measure,measure,measure.Optimizationwithoutmea-suringiswastedtime.Findoutwheretheapplication'sreallyspend-ingtimeandgowhumponthatcode.Andanyothercasesthey'reveryseldomusing,squeezethemdowninsize,andstretchtheotherones.There'salwaysatrade-offbe-tweensizeandspeed.Stretchoutthecommoncases,letthembebiggerandmuchfaster,andthenkeepthegeneralitybysqueezingdownthein-frequentcases.Soplayyourodds.PeopledrawcharactersinORmodeawholelot,andORmodeisabouttwiceasfastastheothermodes,so95percentofallcharactersaredrawninORmode.Statisticalmeasuringoftheuseofthethingallowsyoutogetmuchmoreperformanceonyouraveragethroughputthanyoucanifyoudon’tgobackandmeasure.Ithinkweallbelievethatsystemsoftwareshouldbedoneinassemblylanguageatthisstageofthegamebecausehigh-levellanguagescan't(SANYOSUPERSYSTEMS\)\»SYSTEM#1$1195SYSTEM#2|525SANYOMBC-550SANYOMBC-555*SANYOGREENMONITOR°SANYOGREENMONITOR©GEMINI10X*SOFTWARE¢©GEMINI10XeSOFTWARE©SanyoMBC-550SingleDriveComputer*SanyoSanyoMBC-555DualDriveComputer*SanyoCRT-36Monitor*StarMicronicsGemini10X*CRT-36Monitor*StarMicronicsGemini10X*Cabling*WordStar+CaleStar*Easywriter*Cabling*WordStar°CalcStar*SpellStar«InfoStarMS-DOS«SanyoBasic**MailMerge*Easywriter*MS-DOS*SanyoBasic«<PRINTERSTERMINALSDISKDRIVESxSILVERREED.TELEVIDEORANA*EXP500$390910+$555Elite)$243Oo“oyPRINTERSEXPS50°3580914$340ite2BassNYoc.itoHEXP5505$610924$670Elite3$487Prowriter8510$345STARMICRONICSyas$7051000$27010SerolorPalle$940Gemini10x&15xSAVE—950$205MONITORSBSIOSP(ProwriterSP)$565Delta10SAVE9708980ieiacCOMREXOKIDATACOMPUTERS12"Green$89cR2SAVE824SAVEHYPERION13"Coles$210DIABLO834SingleDriveSystem.$2325eacm)SAVEDualDiveSyvomezeos|CUNYeae83080s1715845SavePIEDPIPERZENITHst)35602SAVECommunication|S850)cig,osi)CaaD)8SAVETELEVIDEO12"Amba$120seQUMEnilesASEPSON803917599)lodeonacianeSORX-80SAVE—11/40w/Interfoce:$1370cANYoicesroHlect3%to5%cashdiscount.&=CeesSALELVeointeresLH)”SANS)siresdlshipinfactorycrtons(es&,gy20SaveTALLYSystemwithmenufacturer'swarranty.x80,HeenesaveMECSSSislom<$1525.FreoshippinginonUPSgroundSso.JUKIMMT1B0Lw/tractorssaveMODEMSSyCesarean.eyOroa)seaoSaitoSAVEHAYESOeArNECTOSHIBA1200$890icrschockormoney@Q)*4?sa$7801950SericlorParallel$145012008Sa95ceaneOSCa)2050$905TRANSTAR300$205checkswillo>bo”FO8023$385130P$675delayship-SSPwa3510$1370—120P$450repingtwoaC©Xe3550$17151315$450\wooks.SSFebruary1984©BYTEPublicationsInc76
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EncounterREVELATIONFor$950,RevelationSoftwarebyCosmoswillgiveyourPCcapabili-tiesthatnomicrocoputerhaseverhadbefore.Throughaversatile,highperformanceRelationalDataBaseManagementSystem_developedbyCosmos,Revelationwillgiveyourmicrocomputerallthepowerandsophisticationofaminicomputer.Revelationfeaturesadatabasewithvariable-lengthfieldsandrecords,(upto64K),andunlimitedfilesandaccounts.FilesizeisP.O.BoxAH,Morton,WA98356COSMOSCircle98oninquirycard,limitedonlybydisksize.Alsofeatured:Apowerful,hybridprogramminglanguage.Afourthgenerationapplica-tionsandprogramgeneratorOurprogramswriteprograms!CommunicationsfunctionsthatgiveyourPCthepowertouti-lizeapplications,programs,anddatafromthousandsofexistingmainframeandminicomputers.8087mathchipsupportRevelationco-existswithMS/DOS™orPC/DOS™1.0,1.1,2.0versions,andiscompatiblewiththeIBMPC™XT™COMPAQ™Corona™ColumbiaMulti-Personal®andtheEagle1600™.It’salsocompatiblewithmini-computersutilizingthePICKOperatingSystem™Minimumconfigurationrequires320Kmemoryand8087mathchip.MS/DOS™ofMicrosoftPICKSYSTEMS.EagleCorpIBMPCRegistered—1600™ofEagleTMofInternationalComputers.CoranaPC™BusinessMachinesCorp,ofCoronaDataSystems.COMPAQ™ofCOMPAQ”ColumbiaMulti-ComputerCorp.PICKPersonal™ofColumbiaOperatingSystem™ofDataProductsInc.Telephone1-800-422-2511InsideWashington206-496-5974.BYTEFebruary198475.giveyoutheperformanceandthecodedensitythatyoucangetoutofassemblylanguage.BYTE:Sofar,ithasseemedthatwithallthesystemsthathavemice,allthosethatareonthemarket,youpayagreatpriceintermsofperformancetogeteaseofuse,Atkinson:Youmakearesponsivesystem;itisn’tjustdrawsomechar-actersoutthere.It’salso,rememberwhereyouputthembecauseiftheguytouchesonthemyouwanttolightthemup.There’salotmoregutsinthatapplication,Jobs:It’snotjustsystemsthathavemice.What'shappeningisthereareawholebunchofthingsthatgowiththemouse.It’snotjusthangingamouseonafirst-generationpersonalcomputerandusingthesameold,fixed-pitchtextandthingslikethat,justreplacingfourcursorkeys.Whatwe'vedonehereistakeaquantumleap,where,inadditiontohavingthemousebethemajorpointingdevice,we'vegonetofullProportionallyspacedfonts,totallysoftware-paintedonthescreen,anysize,anyshape...totallynewarchitecturefordisplay-ingthingstotheuser.Atkinson:Buttheresponsivenessiswherethecodegoes.Jobs:Theresponsivenessandthefactthatthereisn’tamouse-basedsystemoutyetthatusesa68000.We'reob-viouslyusingthepowerofthe68000inadditiontothiscode.Smith:Therearesometricksweplayedinthehardware,too.Forex-ample,weknewthattheROMswouldhaverealimportantthingsinthem.SowemadetheROMssortofread-onlycachememory,whereastheRAMhastocontendwithvideoandsoundforaccess,sowecutthatdowntothebarebones,butthecodethat’sinROM,likeBill’sgraphicsandtheotherstuff,canrunasfastasyoucanruna68000.Jobs:Ifyoulookatthereallygreatapplications,evenonfirst-generationpersonalcomputers,mostofthemarewritteninassemblylanguage—Visicalc,1-2-3—it'slikeifyou'regoingtosellamillionofsomething,itpaystohandcraftitinassembly.Ifyou'regoingtosell10ofsomething,itprob-ablydoesn’t.Ifwe'dwrittenthisinPascal,wewouldhavebeenabletofitafourthasmuchcodeintheROMorwouldhavetohavefourtimestheROM,andyouwouldn’thavehadtheperformance.Becausewe'rego-ingtosell10millionofthesethingsinthelongrun,itpaystosuper-handcraftit;weonlyhavetodoitonce.EverytimetheseROMsareburned,itdoesn'tcostusanymoreengineering...it’sallbeendoneupfront.Capps:Becausewecaredenoughtodoitaswellaswepossiblycould.Jobs:Wetooka12K-bytePascalpro-gramrunningonaLisaandwesaidwewanttodothisin2Kandmakeitfaster.Butwehadthatextrayeartodothat.Andwealsohadthemotivation,ofcourse.Atkinson:Whenyou'rewritingas-sembly,youknoweachinstructionisgoingtotake2microseconds,it'sgo-ingtotake4bytesofmemory.InPascal,you'reremovedfromthat,soyoudon'tconcentrateonperfor-manceasmuch.WhenI’mdoingI/OstuffinassemblylanguageIlookatQualityyouexpect,atapriceyoudon't.BECKDOUBLEDENSITYDISKETTESyou'lllikethequalityofBecksoftsectorWhydoesBeckcostless?SINGLESIDEDOurmessagetoyouissimple.IfyoulikethequalityofDysan,Verbatim,3M,etal,|Ourphilosophyis:Excellentqualityandreliability,atacostthatbeatsthejacketsoffotherdiskettes.Wecandoilbe-causewe(1)putourmoneyintotheproduct,notmega-marketingschemesandfancypackaging;and(2)sellourmoney-saving25-diskettepacktoyoudirectviaatollfreeorderline,soyougetfast,door-to-doorserviceefficiently.WhenyoubuyBeck,you'vegotthebest,BeckQuality.BeckReliability.And,ofcourse,BeckPrice.4D,soflsector51/4”diskette$2.19each2D,softsector51"diskette$2.79eachForIBM,Apple,TRSand97%ofpopularmicrocomputers.derNowoiFreeep{8CASHONLY3Welcome78February1984©BYTEPublicationsInc.OrderTollFree1-8002225634,Aywithhubreinforcingting|QO-BECE|/Wvalablein25packonly,plusfreight,Completenggs,Tyekenvelopes,olorcodeduserlabels,andnonmetalc\witeprotectfabs.AlBeckCiskettesmeetorexceedANS!specifications.dy44DOUBLESIDED51/4”flexiblediskettes.Theonlymajordifferenceiscost.We'relessexpensive.Infact,alotlessexpensive.Whataboutqualityandreliability?AtBeck,oursuccessasadiskettemanufac-turerdependsuponourabilitytoprovideyouwithafullyreliable,qualitydiskette-everytime.Forthatreasonwetakenoshortcuts.Yougelthebestbecausewearecommittedtoexcellence.Everydisketteismanufacturedtoverystrictqualitystandards.Wetestandretest21timesthroughoutthemanufacturingproc-f}essfoinsurecompliancewithnolessthan42i.rigidspecifications,Wemakesureyougettheverybest-a100%certified,|100%errorfreediskette.Oursatisfactionmoney-backguaranteeandfullZyearwar-Fantyareproofofourcommit-menttoexcellenceandconfi-denceinourproduct.DoortoDoorin48hrs.(inNewHampshirecall924-3821)
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|ewas,diskemulatoereafraidofthedaa0)ed,allyoaluabledatawasloAD«heBeSeangeda0e’optionalBatteryBapelpethewooutofpoweerruptionseepeSemiDpoweredforupto5hoursd9apowerfailureewaOougOouldaffordaemiDow,youcan’taffordtobeoutoneewas,youhadtowaourprinteedpgtouseyourcomputeaanaed.tooomity,easiesttouse,1Aojecusdisk.Clrolo334onInquirycard{NOWAITINGJCircle382oninquirycard.LessforYourMoneyIfyoudowordprocessingonyourpersonalcomputer,youprobablyknowthattherearemanyprogramsforsaletohelpouwithyourspelling.Butthebiggestspellingerroryou'llevermakeispayingtoomuchforyourspellingcorrectionsoftware.TheRandomHouseProofReaderivesyoulessforyourmoney—lesstrouble,thatis,andfewerspellingerrors.TheRandomHouseProofReaderisbasedontheworldfamousRandomHouseDictionary.Itcontainsupto80,000words,dependingonyourdiskcapacity.Youcanaddnewwordswiththetouchofakey.Itshowsyoutheerrorandthesentenceit’sin.Itinstantlysuggestscorrections.Itevenre-checksyourcorrections,Anditcostshalfasmuchasotherprogramswithfarlesspower.TheRandomHouseProofReaderiscompatiblewithallCP/M2.2°,MS-DOS?andIBMPersonalComputer”systems,HouseProofReader$50Forordersorinformation.localdealerorcall505-28MastercardandVISAaRandomHouseProofReader,Box339-B,Tijeras,NM87059.Pleaseenclose$50andspecifyyourcomputermodel,disksizeandmemory.andomHouseandtheHousedesignareregisteredRandomsksofRandomHouse,Ine,CP/Mis.3regisTBMandIBM80February1984©BYTEPublicationsIncthetheoreticalmaximumspeedyoucanrunat.Whynotdoitasfastasyoucanpossiblydoit?Especiallywhenyou'redoingdiskI/Ostuff.Howfastcanyougetintoaninter-ruptandout?byBYTE:Andy,let’stalkabouttheear-lydays,afterithadbecomeMacintosh.Hertzfeld:Idon'tknow,there'ssomethingthatmakesajobalittlemorefuntoworkonwhentheoddsareagainstyou.Andthat’ssortofhowitwasintheearlydays.Iwasmaybethefifthorsixthpersontocomeworkonit.Stevetookmeovertothislittlebuildingseparatefromeverywhereelse,wherethereweretheseincrediblygreatpeoplework-ingonthislittlewire-wrapPCboard.Allitcoulddowhenyouturnediton.waswrite“hello”onthescreenabout80times.Andeveryonewasin-crediblyexcitedtoseeitwrite“hello”onthescreenbecauseitmeantthatthecentralprocessingunitwasthereandallthatpotentialwastheretobemined.Ispentmytimeminingthatpotential.TheveryfirsttimewegotanearlyversionofQuickdrawrunning,andwegotthemousegoing—that'sjustanincrediblethrill.OrgettingbackthefirstPCboard—weallwentoutforpizzaonFridaynight.Wegottheboardsinaboutfouro'clockFridayafternoon,andStevesaid,“Well,ifyougetthesedonebeforemidnight,wellltakeyouforpizza,”andwestayedthere...notbecausewewantedthepizza,butbecausewewantedtoseethatboardworking.AndIthinkthatnoneofourMacPCboardshaveeverhadtohaveawireruntofixsomething,whichisprettyamazing.That'stheattentiontodetailthatyoujustcan’tgetpeopletodoformoney.Wedoitforlove...thisisthemostimportantthinginourlives...tomakethatgreatcomputer.It’sfunformebecauseIlikeoper-atingonasystemsprogramwhere|canoperateinanenvironmentwherethere’snotthatmuchsupport.IntheearlydayswhenIfirststartedhere,thefirstthingIdidwascomeinandwriteallkindsofcrazydemos,stretchingthingsaroundonthescreenandmakingballsbounce,andonereasontodoitwasthatIdidn'twanttowritethesystemcodeuntilIwasgoodatwriting68000pro-grams.SoIjustwantedtolearnbyhavingfun,andtheotherreasonisthatitgetspeopleexcitedaboutit.Justthisrawhardwaresittingtheredoesn’tdotoomuch,butonceyoustartmakingthisfunthinghappenandthatfunthinghappen,theex-citementstartsgettinggenerated.Yougettoattractothergoodpeople,andonebyonewepickeduponmoreandmorepeople.Wewerevery,veryselective;itwasveryhardtofindpeopletoworkonMacsoftware,becauseononehandwehadtheveryhighgoalsofdoingthisre-search,XeroxPARC-likestuffwithuncommon,hightechnicalstan-dards.Ontheotherhand,wehadaveryinexpensive,limited-memorymachine.SoalltheXeroxPARC-typeguyswhocameandinterviewedsaid,“Oh,youdon’thave2mega-bytes?Forgetit,Idon’twanttoworkonthisthing.”They'reallusedtotheirDorados.ButgraduallywefoundgreatpeoplelikeLarryandBrucewhowereturnedonbythedream,andtheycameandjoinedourband,andIguesswereachedcriticalmass.Atkinson:MostoftheearlypeoplewererecruitedfromApple...andwehaveapirate'sflagthatwesometimesputontheroof.Theideaiswe'repiratesandwegoaroundandtrytostealthebestwecanfromanywherewecangetit,andmostlythat’sbeenfromLisa.Alotofit'sbeenfromLisa,butit’strueininitiallyputtingto-gethertheteam,too;wetrytogetthebestpeoplewecanfromanywhereinthecompany.Hertzfeld:OneoftheslogansStevecameupwithwhenwehadaretreatinJanuarywas“Let'sbepirates,’theideabeingthatweweremavericksouttoblowpeople'smindsandover-turnstandards,createnewstandards,notdothingslikeeveryoneelse.Atkinson:Therewasalwaysthethrillthatthiswasgoingtobetheoneproj-ectthatwasprobablythemostamaz-ingthingyouweregoingtobedo-inginyourlife.Hertzfeld:Andtheothersloganwas“Thejourneyisthereward.’Circle398oninquirycard.——=>
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4iuioeeeSALVOShattersTheInformationBarrier!Atlast.CreateyourownapplicationsinafractionofthetimecomparedtoBASIC,COBOLoranydatabaselanguage.Youknowexactlywhatyouwant.Now,letyourpersonalcomputergeneratethatinformationbyusingSALVO,thefourthgenerationinformationmanagerfromSoftwareAutomation,Inc.It’sBetter.Faster.AndEasiertouse.NaturalLanguageInterpreter.UniquetoSALVO,thisallowsyoutoenterthefollowingtypecommand,“Listmycustomersandtheirorders.”WatchasSALVOgeneratestheapplication.Ittrulyshatterstheinformationbarrier.Inminutesyougetwhatyouwant,_thewayyouwantit.Inventory,Accounting,MailingLists,SalesReportsandmore.FourthGenerationLanguage.SALVOisapowerfulnonprogrammer’slanguagecombinedwithatruerelationalDBMS.Thismethodincreasesyourproductivity10to20timesnormal!PeopleinallMySoftworeSutomationhacprofessionscanbenefitfromSALVO,Regardlessoftheirlevelofexpertise.ApplicationsDevelopmentPackage.SALVOisacompletetoolforinformationmanagement.Developyourownapplications.Maintainyourdatabase.Retrieveinformationusingnaturallanguage.Allofthesefunctionscanbeperformedbynonprogrammers.SALVOisalsoacompleteapplicationgeneratorforadvancedusersandprofessionalprogrammers.SALVO'ssecretissimple.Technologicalinnovationsincludingartificialintelligence(expertsystems,naturallanguageprocessors)combinedwithrelationaldatastructures.SALVOrunsonmostpersonalcomputers.CompatiblewithMS-DOS,PC-DOSandCP/M.SALVOrequiresonly64Kmemory.SALVOisavailableatyourlocalcomputerstoreOryoumaycontactusforinformationonhowtogetyourownpersonalpreviewcopy.SeeSALVOAtSoftconBoothL4023NewOrleansFeb.21-23.14333ProtonRoad,Dallas,Texas75234(214)392-2802Circle334oninquirycard.BYTEFebruary198479WhateverHappenedtoHand-HeldComputers?(p.59)_——sJ-—_—_—€.=>)=Se=2|;TheNewsweeklyforMicrocomputerUsers
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6WehelpAlpineDatacashinon_SuperCalc?._WhenJesseTarshisneedsmoreSuperCalc3forhisAlpineDataComputerStoreinMontrose,CO,hecallsSoftwareWholesalers.Soshouldyou.LikeJesse,youcancountonSoftwareWhole-salersforasteadysupplyofthisremarkablenewdecisionsupporttoolfromSorcim.™Andwithfeatureslikepresentationgraphicsforcolorormonochromemonitors,multipletypefonts,fulldatafunctions,andthenewSuperDataInter-change,youcancountonneedingalotofthem.ButwhenJessecallsSoftwareWholesalers,hegetsmorethanSuperCalc3.Morethanfriendlyserviceandtop-notchtechsupport.HealsogetstheotherservicesheneedstoreallycashinonthewholelineoffineSorcimproducts.Serviceslikeourexclusivesix-monthguar-anteethatletshimstockalltheSuperCalc3hewants,andthenreturnunopenedpackagesforfullcashrefunds,noquestionsasked.Andliterature.LotsandlotsofSorcimsalesliterature,inhiscustomers’hands,atminimalcost.SorcimproductsofferJesseandhiscus-tomersanextraordinaryvalueinsoftware.Theonlywayhegetsmorevalueistogetthemfromus.CallyourDealerFriendlyIfyssalesrepthenexttime:reyou'reinthemarketforDeelSuperCalc3.We'llsendoO,youmorethanSorcimCoresoftware.We'lldeliverwhatNayouneedtosellit.SoftwareWholesalers,Inc.EastCoastSatesOfficeandCorporateHeadquart1-800-633-1000vossiceus)1-800-462-4640,(nwa31MemorialDrive,Avon,MA02322;Hours:Mon-Fri:9a.m.-8P.m.,Sat:10a.m.-4p.mWestCoastSalesOffice—1-800-525-2552rossiecs1-800-525-0919acy1299FourthStreet,Suite508,SanRafael,CA94901Hours:Mon-Fri:8a.m.-7pm.Sat-loccTelexNo.948079a.m.-7p.m.,Sat:10a.m.-4p.m.SouthwesternSalesOtfice:1-800-392-5567unr)1-800-231-6300WestParkBuildingigoeHouston,TX77057Hours:Mon-Fri:9a.m.-8p.m.,Sat:10a.m.-4p.m.Callforourcompletecatalogandadealerkit.©1198TMsigisanlarsedearh,Saige:DetFtTeerFenSaesomresrareeetakesSeeusatSOFTCONBooth#A1305BYSCOTTMACESeniorWritervored,istheBigGuy,IBM,anditsfamilyof16-bitPersonalComputers.Inthiscorneristhechallenger,theunderdogandformerchampionofperson-alcomputing,AppleComputer,withitsnewentrant,theMacintosh,namedafteravarietyofapple.Thisweektheglovescameoffinthefighttoputcomputersonthedesksoftheworld.‘AppleComputer,humbledbyunspectacularcomputerintroductionsinthreeyears,isbettingithasawinnerinthe$2,495Macintosh,a20-pound,32-bitcomputer.TheMacintosh’sblack-and-white,9-inchmonitorgeneratesabit-mappeddisplayof512x342dots,aresolutionsocrispthatindividualdotsaredifficulttodiscern.TheMaccomeswith128Kofrandom-accessmemory(RAM)and64Kofmachine-languageread-onlymemory(ROM),whichcontainsthemostadvancedsoftwareenvironmenteverdesignedforapersonalcomputer.ForApple,thestakesarehigh.TheMacintoshistheresultofnearlythreeyearsofintenseworkbyagroupof100ofthecompany’ssharpestengineeringtal-ents,whoworked80-hourweeksinjntheoppositecorner,heavilyfa-isolationfromtherestofAppletodeveloptheMacintoshhardwareandsoftware.Judgingfrominitialreaction,ApplemayhavesucceededinmountingthebestpossiblechallengetototalvictorybytheIBMPCandPC-compatiblemachines.ButcriticsarealreadydisputingAp-ple’sclaimthattheMacintoshisthethirdmilestoneinpersonalcomputing,followingtheAppleIIin1977andtheIBMPersonalComputerin1981.TheMacintoshdoesn’trunIBMPCsoftware.Itwon'trunitanytimesoon,either.Appledoesn'tcare.‘WewanttheMacintoshtobethethirdmilestoneofthisindustry,”sayschairmanoftheboardStevenJobs,whofoundedtheworld’smostsuccessfulpersonal-computercom-panysevenyearsago.Jobssaysthecompanyputnewtechnologyandhigherperformanceaheadofsoftwarecompatibil-itywhenitdesignedtheMacintosh.“Isbusinessgoingtofeeltechnologyisfrozen,orwillitsay,‘Weneedtogetmorefromapersonalcomputer?’”’asksApple'spresidentandCEO,JohnSculley,anequallyemphaticproponentoftheMacintosh.Sofar,thelackofPCcompatibilityisnotadeterrenttotheMac’sprojectedsucelewcomputersoftendon’thaveabroadbaseofapplicationsoftwareavailableattheirintroduction,buttheMacApplebetsontheMACINTOSHisdifferent.Applesaysnearly100soft-warecompanieshavebeenworkingonsoftwarefortheMacintosh.Oneofthosecompanies,Microsoft,hasbeenworkingcloselywithAppleformorethanayear(seestory,page20).ForalltheclamorovertheMacintosh,itisadeceptivelysmallandsimple-lookingpieceofofficefurniture.Themainconsole,whichweighsabout16pounds,containsablack-and-whitemonitor,aprinted-circuitboardcontainingtheentirememoryandpowersupplyofthemachine,andasingle3¥-inchSonymicrofloppy-diskdrivethatholdsabout400,000charactersofinfor-mationononedisk.TheMacintosh(orMac,asnearlyeverybodyintheindustryhastakentocallingit)alsohasadetachedkeyboardconnectedtotheconsolebyaphonecordandadigitalmousethatplugsintotheback.Theprimarystoragemediaisa3inch-diameterfloppydiskthatcanfitinashirtpocket.Thisdiskanditsdrive,whicharealsobeingusedinnewcomputersfromHewlett-Packard,Apricotandothers,weredevelopedbySonyCorporationofJapan,whichreportedlyissellingthediskstoAppleatcostinordertopromotethe3¥-inchdisanewstandard.Itismajordeparturefromthe5%-inchfloppy-diskstandardsetbytheAppleIT,theIBMPC,Commodoreandmostothermicro-16February13,1984InfoWorld
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WhosaysATTisthebestwaytolearnsoftware?ATITRAININGPOWER’TEACHiYOURSELF7“woueameaslywith‘oursimulated,Trainingdiskandfrandbook,66...toATTsclaim,inlessthanonehouryoulearnenoughaboutWordStartoproduceasimpledocument.Thusinspired,yourconfidenceshouldbefortifiedsufficientlytopracticemorecomplicatedcommandsonyourown?(PCWorld,April1983)“TheATImethodreducesthefrustrationleveltozero”(LosAngelesTimes,October30,1983)“Limitingtheprintedinstructionstosimplygettingthesoftwareupandrunningisdefinitelyanideawhosetimehascome”(NewYorkTimes,November8,1983)“ThetutorialsfromATIarecompetent,coherent,andefficient.Theyarewellstructuredtoaccomplishtheirpurposes?(ListMagazine,October1983)“ATItutorialsmakeabigdifferenceingivingpositivefeedback”(Inc.Magazine,October1983)“(ATDtutorialsareabargain”(WashingtonTimes,Sept.13,1983)“ATTonscreenapproachtotrainingdeservesasalute...”(PCMagazine,August1983)“WithATIprograms,youwillneveragainbeboggeddownoverasimplespreadsheet.(DigitalReview,December1983“ATIcouldbethebestlearningtoolyet?(PopularComputing,Feb,1984)PleaserushmeAT!Training:Power™programs,at$75eachforthissoftware:Ba)TIaeSuesihy)7tahanOmSeeeaAainingPower;DMultiplanOBASICrari1EeCORNEASICLearnsoftwarethenaturalway.Enclosedis$75eachplus$2.50shipping,(CAadd6.5%)AccountingUREPhone()Accounts:ReleStreetOperatingSystemsPeachtreeAccountsGPCDOs.PayableCityyOSpelibinder(OMSDOsiStnio.Zp*PC(MS)DOSnsoftWordacemeformatsonly,Mycomputeruses:OPCpos’XENIXIwSMSDOSGAPPLEIICP/MOCP/M"OCAPPLEHe¥0colMycomputerbrandis.ATIMoneyBackGuaranteeIfyou'renotcomplewithhowfastyc[HowtoUsePCjr“HowtoLsimplyreturnTHProfessoompanysimpreturn(HowtoUseYourHyperionPd.ClHowtoUseYourMacIntoshStreetGHowtoUseYourAppleHeCA90066vesacewadersofthe(llaconemaCP/MofBiaRessePCDOS,ofEimationnlTASHAinoFsos,LIRRMertofMicron:BeSoftware:ATHTr‘Sampler,ofAmericnational:Spelibinder.ofLexisoft:BerfcetCale.ofPerfectSotteeeateneehslaicarmenofbersMcaofMiaSkutaseuesTRYSoeofSearsRaloeoFPoeSotsLaeaatiacomputersintroducedsince1980.‘ThesoftwarefortheMacintosh,whichresemblesthesoftwarefortheLisamachineintroducedlastyear,reducesthebasicoperationofthecomputertomovingthemouse,pointingatdifferentsymbolsonthescreenandclickingthemouse’sbutton.ItisthetechnologyofthevastlymoreexpensiveXeroxStarcomputerandtheten-year-oldworkofXerox’sPaloAltoResearchCenter(PARC)broughtdowntothepriceofanIBMPC.Apple'sownsoftwarefortheMacincludesadiskcontainingMacWrite,aneasy-to-use,thoughlimited,wordproces-sor;andMacPaint,whichturnstheMac’smouseintoafancypaintbrush.SomeoftheanalystswhospecializeintrackingpersonalcomputersarewildlyenthusiasticabouttheMacin-tosh.‘Weallbelieveit’safantasticmachine,”saysKenLim,personal-computerre-searchanalystatDataquest,aSanJose,California,market-researchfirm,“It'scertainlythebestprice/performancera-tioofanythingonthemarket-place.It'sanexcellentvaluefortheconsumer.””LimsaysApplehasmetallthedesigngoalssetfortheMacintoshthreeyearsagoandleakedtothepress,includingInfoWorld,sincethen.“It’ssmall,lightweightanduser-friendly.IttransfersalloftheLisafunctionsdowntoalowerpricelevel.”LimpredictstheMacintoshwillsellinvolumessimilartotheAppleIIfamily,ormorethan1.5millionsystems.“It'sawell-thought-out,well-designedproduct,”saysAaronGoldberg,personal-computermarketanalystforInternationalDataCorporationinSantaClara,Califor-nia.“TheyreallylearnedtheirlessonwiththeLisa.”GoldbergreferstoApple’smoreex-pensive32-bitcomputer,whichitselfhasbeenredesignedbyApple(seerelatedarticle,page65).SalesoftheLisafellfarshortofprojectionsbecauseofitshighprice,alackofsoftwareandanonstandard5¥%-inchfloppydisk.JeanYates,presidentofYatesVen-turesinLosAltos,California,isanotherveterananalystwhospentsometimewiththeMacintoshbeforeitsrelease.“I'vehadoneaboutthreeweeks,”Yatessays.“Iamabsolutelyinlovewithit.”Yatessaysherreviewmachinestillhadafewsoftwarebugsinit,butadds,“Wecanhopethoseareclearedup.””YatessaysthemostimportantfeatureoftheMacintoshishowquicklynewuserscanlearntodoproductivethingswiththecomputer.“WiththeIBMPC,usersspentabouteighthoursfiguringouthowtomakethecomputerrun,”shesays.“Forinstance,theyhavetolearnhowtohittheDelete,AltandShiftkeysallatoncetomaketheoperatingsystemboot.“WiththeMacintosh,theuserhasamuchgreatersenseofgettingsomewhereandaccomplishingsomething.Macuserswillspendalotmoretimeandenergyapplyingcomputerapplicationstotheirjobs.””MostcriticsagreethatthenewApplesoftwarefortheMacintosh,includingMacWriteandMacPaint,whicharebeingsoldtogetherononediskfor$195,isagreatimprovementovertheLisasoft-ware,suchasLisaWriteand-LisaDraw,although,unliketheLisa,theMacintoshcanonlycalluponeprogramatatime.Equallyimpressive,accordingtoob-f]FactoryMemo[iapTheMacPaintprogramtakesadvantageoftheMac'shigh-resolutionmonitortocreatedetailedgraphicimages.serverssuchasJnfoWorldcolumnistDougClapp,aretheadaptationsofexistingsoftwarebeingdevelopedfortheMac.Microsoft'sMultiplan,whichisbeingmadeavailableattheMac’sintroductionthismonth,runstwiceasfastontheMacasitdoesontheIBMPC,andallcommandsarefullyimplementedbythemouseandtheMac'spull-downmenus.MacintoshBasic,alsodevelopedbyMicrosoftandavailablethissummer,isevenmorestriking.ItrunstentimesfasterthanMicrosoftBasicontheIBMPCandisincrementallycompiled.ThismeansthateverytimetheusertypesalineofcodeandpressesReturn,thecodeiscompiledintoapseudocodetorunfaster.MacBasicuserscanalsorunsubroutinéconcurrently,orwatchaprogramexecuteinonewindowwhileobservingandmodifyingtheirprograminanother.OtherMacintoshsoftwareannouncedinlateJanuaryincludesMacTerminal,a$99.communicatiagethatemlatesVT100ororglassCRemulationtopermittheMacintoshtocommunicateovertelephonelineswithothercomputers.Appleline,ahardwareexpansionbox,letsthecomputerconnecttoanIBMcontroller,allowingtheMactoemulatefull-screenterminalssuchastheIBM3278.AlsoplannedforreleasethissummerareMacProject(aderivativeofLisaProject),MacDraw,MacAssembler/DebuggerandMacintoshLogo.Pricesforeachoftheseprogramswillrangefrom$99to$125.ThoughenthusiasmfortheMacintoshisrunningrampant,itisstillclearlyagambleonApple’spart.JonathanRotenberg,presidentoftheBostonCom-puterSociety,viewsthenewcomputerfavorably,butsaysApplestillhastoclearsomehurdles.“Appleisbasingitalloneaseofuse,”Rotenbergsays.“ButApplecan’twinoverthemarketonthatalone.PeopleneedsomereallycompellingreasonswhytheMaccandoajobbetterorfasterormoreeasily.”HesaysmanybuyerswillstillgowithIBMbecausetheyexpecttohavetospendaconsiderableamountoftimelearninghowtousethecomputer.EquallyimportantisthemuchwidervarietyofsoftwareavailablefortheIBMPCanditscompatiblescomparedtowhatisavailablefortheMac.RotenbergalsosaystherealbulkofoutstandingMacin-toshsoftwarewillnotbeavailableuntilafterAppleup-gradesthecomputerto512KRAM,amoveexpectedsometimeinlate1984.Henotesotherminorproblems,includingtheawkwardnessoftransportingboththeMacandthesecondSonydrivenecessarytomakediskcopyingefficient.‘AnotherquestionmarkpunctuatingtheMacintosh’sfortuneshingesonSony'sdevelopmentofadouble-sided3¥-inchdiskdrive.WhenSonydeliversthatdrive,theMacintosh’sstoragecapacitywilldouble,goingto800K.YetanotherquestionmarkiswhatIBMhasintheworks.RumorscontinuetocirculateaboutaFebruaryrolloutofanewoperatingsystemforthePC,whichcouldhavesomeMacintosh-likefeatures,suchaswindows,amouseandhigh-resolutionbit-mappedgraphiThelistofsoftwarecompanieswritingMacintoshapplicationsreadslikeawho'swhooftheindustry,includingLotusDevelopmentCorporation(1-shtonTate(dBaseIf),ContinentalSoftware(TheHomeAccountant),DigitalResearch(DRLogo),HarvardAssociates(MacManager),Infocom(Zork,Infidel,Deadline),LivingVideotext(ThinkTank),theMinnesotaEducationalComputingConsortium,Simon&Schuster,SoftwareInfoWorldFebruary13,1984rf
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Apple'spresident,JohnScullePublishingCorporation(PFSseries)andmanyothers.Mostofthesécompanies’MacintoshproductswillstartappearingbetweenMarchandJune.AnumberofhardwarecompanieswillalsomanufactureaccessoriesfortheMac.TecmarofCleveland,Ohio,isworkingonaremovablecartridgeharddisk,tobeavailablebytheendofMarch,andanexpansionchassistoacceptadditionalmemoryandhardwarecards,toberolledoutinthesecondquarter.DavongSys-temsofSunnyvale,California,isworkingonitsowndiskdrivesfortheMacintosh.ApplewillofferanumberofhardwareaccessoriesfortheMac.Asecond34-inchdiskdrivewillretailfor$495,andtheImagewriterdot-matrixprinter,releasedinDecemberfortheLisaandcapableofreproducinganyLisaorMac.screendisplays,willbepricedat$495forMacintoshownersonly;otherpurchaserswillpay$595.NEWS1ysthecompany’snewautomatedplantinFremont,California,willcutcostsandarmAppleagainsttheJapanesecompetition,afour-voicesoundsynthesizerwithabuilt-inspeechchip.The64KofROMonthemainboardcontainssomeoftheMacintosh’smostinterestingtechnology.AthirdoftheROMislooselyreferredtoastheMac’soperatingsystem,whichincludesinput/outputandmemorycontrol.ThesecondthirdoftheROMcontainsQuickdraw,aroutinethatquicklygeneratesalmostallofthescreengraphics.ThefinalthirdoftheROMistheMacintoshDeveloper'sToolbox,whichcontains480additionstothe68000instructionsetthatletprogram-mersquicklyimplementanumberofMacintoshroutines.‘Softwaredevelopershavebeenflooredbythesoftwarefounda-tionintheMac,”saysJobs.Toachievemaximumspeed,everylineofcodeintheROMiswritteninnative68000mblylanguage.Thecodinganddebuggingtooknearlythreeyearsandcoulddevelop,”hesays.AnotherinnovativepartoftheToolboxiscalledtheresourcemanager.ThismanagerkeepsthecodeofaMacintoshprogramseparatefromthedatathatgoeswiththatcode,suchasuserpromptsorerrormessages.Programmerscangetatthisseparateddataandquicklyconvertprogramstosuitdifferentneeds.Apple’smanagerofinternationalmarketing,Joan-naHoffman,saystheresourcemanagerwillletprogrammersquicklyconvertMacsoftwareintoforeignlanguages,bypassingtheoftenlengthyleadtimenecessaryforforeign-languageprogramconversions.‘ApplewilloffertheMacintoshthrougheveryoneofitsexistingdealers.TomeetexpecteddemandfortheMacintosh,Applespentmorethan$20milliontobuildwhatobserverssayisoneofthemostautomatedfactoriesintheworldinOnthebackoftheMacintosharealloftheconnectionsforcommunications,peripheralsandnetworkingthemachinetoothercomputers.Acrossthelowerbacksideare(fromlefttorigh):themouseconnector,externaldiskdriveconnector,Applebusserialoudputformodem,Applebusserialoutputforprinterandafour-channelsoundconnector,Alongtheupperright(fromtoptobottom)are:batteryforbuilt-inclock,poweron/offswitchandthethree-prongplugthatconnectstotheMae'spowercord.Alongthelowerleftisthesecuritybracketslotforsecuringthecomputer.Fremont,California,toproducethecom:puters.‘TheMacintoshisdesignedsowecanproduceamillionayear,”Jobssays,Appleisalsomakinga$129numerickeypadfortheMac;a$99carryingcasethatholdstheMac,itskeyboardandcables;anda$49SecurityKit,acablethatloopsthroughtheMactosecureittoatableordesk.Amodem,withpricetobeannounced,willalsobesold.‘AlloftheMacintosh'smemoryandprocessingpowerisononeboardrunningalongonesideofthemainbox.Onthisboardarethe8-MHzMotorola68000processor;128KofRAM;64KofROM;andconnectorstothemouse,anexternalfloppy-diskdriveandserialportsfortheMacintosh'sprinterandmodem.TheMacintoshalsohasabuilt-inclockcalendar,keptgoingbyanAAbattery,andiF\HardwareaccessoriesfortheMacintoshwillincludeanumerickeypad,second34-inchdiskdriveandadot-matrixprinteraccountsforsomeofthelagtimeinbringingtheMacintoshtomarket.Jobs,whowatchedovertheMacintoshgroupwithintensity,isproudoftheendresult.“It’sthemosthandcrafted,tightcodeweApple’spresident,JohnSculley,saystheautomationwillcutcosts,butmoreimportantly,itwillbeginpreparingApplefortheinevitableonslaughtofinexpensivepersonalcomputersrollingoutofautomatedfactoriesinJapan.Apple’smanufac-turingteamvisitedmorethan100automatedfactoriesaroundtheworld,viewingsomeofthemevenbeforetheywerecompleted,togainiknowledgeabouthowtobuilttheFremontplant.SculleysaysthatbyMarch,thatfactorywillbeproducingoneMacevery27seconds.Appleisputtingtogetherafactoryofquiteadifferentnatureinthenation’shigher-learninginstitutions.Followingtheleadofmainframe-basedIBMandmini-computer-basedDECarrangements,Ap-NEWSpleisforminganAppleUniversityConsortiumtomoveMacintoshesandLisasintocollegeclassrooms,librariesanddormitoryrooms.Reportedly,membersoftheconsortiumwillbeabletopurchaseApplecomputersfor30%to50%lessthantheretailprice,amovethatisalreadyupsettingsomeAppledealers.Theconsortiumincludessomeofthethenation’sbig-nameuniversities.ThenumberofAppiecomputers,especiallyMacintoshes,soldtothenewconsortium,Apple'smarketingmanager,MikeMurray,pondersaquestionontheMacintoshwilldwarfallpreviouseducationalcomput-inginitiatives,eventheKidsCan’tWaitdonationprogramtoCalforniaschoolsconductedlastyearbyApple.“Werealizedthecollegemarketmightbeveryimportanttous,”Jobssays.“Thesestudentsaretheknowledgework-ersoftomorrow.”Applealsohopestheconsortiummem-berswillgenerateandexchangeavastlibraryofMacintoshsoftware,greatlyincreasingthedepthofsoftwareavailablefortheMacintosh,rivalingtherangeofsoftwaredevelopedfortheAppleIIcomputersbylargesecondary-schoolorganizations.Oneoftheconsortiummembers,theUniversityofMichigan,isalreadyusing130Lisacomputersinitscollegeofengineering.RichardPhillips,directoroftheComputer-AidedEngineeringNet-workattheUniversityofMichigan,saysthecollegeofengineeringispurchasingaMacintoshcomputerforeachofits6,000students.Theuniversitywillretainowner-shipofthecomputers.Eventually,theuniversitymaybuyacomputerforeachofits36,000students.eTakingmeasureoftheMacBYSCOTTMACESeniorWriterustasitdidayearagowiththeLisa,AppleComputerusheredselectedmembersofthepressintoroomsinCupertino,California,forasneakpeekattheMacintosh.Butconditionsweren’tastightastheywereayearago.Thistime,ApplesentsomeoftheMacshomeforjournalistsandanalyststoplaywith.Itwasaboldmove,consideringthenewnessofthemachine.Evenbolderwasthefactthatthepreviewmachinescamewithnobasicdocumentation,andtherewasonlyminimaldocumentationforthesoftwareprovidedonsmallSonymicro-floppydisks:MacWrite,MacPaintandMicrosoftMultiplan.Byandlarge,thedocumentationwasn’tnecessary.Thatinitselfistestimo-nytotheMacintosh’seaseofuse.AnyonewhohasusedaLisawillbeatoncetotallyfamiliarwiththeMac’sworld,andanyonewhoisn’tcancatchonquickly.(Thisarticleisnotintendedtobeanin-depthevaluationoftheMacintosh,asthefinaldocumentationandsoftwarewasstillbeingprepared.AthoroughreviewandratingofMacintoshwillappearinanupcomingissueofInfoWorld.)ThefirstsurprisingthingabouttheTheMicrosoft/MacintoshconnectionInOctober1981,AppletookthedesignforMacintoshtosynergythatfueledmorethantwoyearsofsoftware18February13,1984InfoWorldBellevue,Washington,makingwhatappearedtobeanalmostobligatorytrekforanycompanywithanewcomputer.MicrosoftwasreadyforApple,andtheextenttowhichMicrosoftinfluencedalmosteverythingabouttheMacissurprising—unlessyouknowMicrosoft,acompanyfamousforinfluencing,andtoagreatextentcreating,thehardwaredesignoftheIBMPersonalComputerandtheRadioShackModel100portable.“Whenallthekeydecisionsweremadeaboutbits,memoryandfilestructure(fortheMacintosh),wewereworkingexclusivelywithApple,”saidBillGates,thefounderandchairmanofMicrosoft.“Wehadasmanypeopleonsoftware.projectsasAppledid.”Microsoft'sinfluencewasvastindeed:GatessaidthattheMac’sfilesystemisbasedonastructuresimilartoMS-DOS.(theMicrosoft-developedoperatingsystemfortheIBMPC),althoughthereisnocompatibilitybetweentheMac’soperatingsystemandMS-DOS.JustasthecomputerwasheavilyinfluencedbyMicrosoft,Microsoftexpectsthecomputertohaveagreatimpactonitsownsuccess.AtanApplesalesmeetinginHawaiilastNovember,Gatestoldanaudienceof800peoplethatsalesoftheMacsoftwarewillmakeupmorethanhalfofMicrosoft's1984applications-softwarerevenue.MacintoshgroupsfromMicrosoftandAppledevelopedadevelopment,accordingtoJeffHarbers,headofMicrosoft'sdevelopmentteamfortheMacintosh.“First,wehadtounderstandwhatApplewasproposing,"Harberssaid.“Onceweunderstoodthat,wewouldaskhowwecoulduseMacintosh{toenhanceourproducts].””AsAppledebuggeditsoperatingsystem,MicrosoftsuggestedchangeswhileHarbers’groupadaptedMicrosoftapplicationssuchasMultiplan,WordandChart,aswellaslanguagessuchasBasic.“Therewerealotofmodifications,”Harberssaid.“WehaddifferentdesiresthanAppledid.Wewerealwaystryingtomakesurethesystemwasasflexibleaspossible.Peoplewhoaredoingdevelopmentonthemachineinthefuturearegoingtofindextraflexibilitybecauseofthat.”HarbershashighpraiseforthefinalMacintoshROM.“Itdoesanawfullotin64K,”hesaid.HarbersalsodisclosedthattheMachadadifferentcodenamearoundMicrosoft—Sand.ThetermoriginatedwhenSte-venJobsdescribedbuildingafuturisticfactorythatwouldtakeinsand(siliconismadeofacomponentofsand)ononeendandproducefinishedappliancesontheotherend.OneofMicrosoft'sbigadvantagesfromthisrelationshipisthatitistheonlysoftwarecompanyoutsideofApplewithsoft-wareproducts(MultiplanandChart)readytoshiptheweektheMacintoshisintroduced.e90February13,1984InfoWorldEOeee
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Agrowthmarket.Thekidsoftodayaretherealgrowthmarketoftomorrow.Theyarethedoctorsandnurses,theengineersandscientists,theteachersandjournalists,theleaderswhowillcreatetomorrow'sprosperity.Itwilltakeyourcompany’shelptoassurethesechildrenafirst-ratecollegeeducationbecausetodaycollegesarehavingahardtimecopingwiththehighcostsoflearning.InvestinthefutureofAmericabygivingtothecollegeofyourchoice.You'llbemakinganinvestmentintheleadingBethmarketofAmerica.Andyoucouldn'taskorabetterinvestmentthanthat.Sendforourfreebooklet:"GuidelinesHowtoDevelopanEffectiveProgramofCorporateSupportforHigherEducation.”WriteCFAE,680FifthAvenue,NewYork,NY10019.InvestinthefutureofAmerica.Givetothecollegeofyourchoice.NGOtenomence,KeSereiaMacintoshisitssize.It'ssmallerthanthemicrofilmreadersusedinmostlibraries.Themainmonitor/computerunittakesupanareaaboutaslongandwideasapieceofnotebookpaper.Thesecondthingyounoticeisthelackofadisk-drivedoororlatch.WhenyouturntheMacon,itbeepsgentlyandyouseeapictureofadiskwithaquestionmarkonit.Fewpeople,evennovices,couldfailtounderstandwhatthatmeans.Diskspopintothedriveslotwiththeeaseofaneight-trackcassette.Youmightfeelalittleuneasywhenyourealizethatthediskisnowinthesystemuntilthecomputerejectsit,anditwon'tdothatunlessyouproperlyexitfromthesystem.Butit’sawiseprecautionthateverypersonalcomputershouldhave.Rightnow,onlytheMacdoes.ThethirdthingyounoticeabouttheMacisitsspeed.TheMacintoshisfast.UsinganewalgorithmcalledQuickdraw(writtenbyBillAtkinsonoftheMacdevelopmentgroup),theMacgeneratesgraphicsonthescreenwithlightningspeed,evenpaintinganentirescreenwithshadinginlessthanasecond.LiketheLisa,virtuallyallinteractionbetweenyouandthecomputerisachievedbymovingaroundasmalldevicecalledamouse,whichsitsonthedesktopandisconnectedtotheMacintoshbyacable.AcursormovesaroundtheMacscreenasyoumovethemouse.SoftwarefilesappearontheMacintosh’sscreenassmallpictures(knownasicons)thatuserscanselectbymovingthecursoroverthepictureandclickingthesinglebuttononthemouse.Themouseperformsmanyotherfunctions—somanyinfact,thatAppleincludesnocursorarrowkeysontheMacintosh’skeyboardApple'schairmanStevenJobsspeaksofhisMacintoshgroupasartists,notengineers.NowhereisthisartistrymoreimmediatelyevidentthaninMacPaint,whereyoufeelasifyouhaveanentireartist'stoolboxatyourdisposal.MacPaint’spaletteofpaintingsymbolsresemblesMicroIllustrator,thesoftwareprogramthatdrivestheKoalapadandtheGibsonLightPen.ButMacPaintgivesyoumoreofeverything,exceptcolor.Atthebottomofthescreenare38patternsofshading,allofwhichyoucanchange.Youcancreateanykindoftwo-dimensionalobjectquicklybyusingthemousetodrawlines,ovalsandpolygons.MacPaintfillwithshadingfasterthananythingseenbeforeinmicrocom-puters.Withequalswiftness,MacPaintcaninvert,stretchorsqueezedrawingsintonewshapes.MacPaint'sdesi‘Atkinsonprobablyachievedthisspeedthroughsomeveryadvanced,verytrickycomputeralgorithms.Infact,wordsareinadequateforNEWSdescribingMacPaint.Aboutallwecanreallydescribeiswhatitcan’tdo:itcan’tgeneratepiegraphsorcreateanimatedsequences.Microsoft'sChartprogramfortheMachowever,willprobablygenerateanykindofpieyoulike.LikealltheMacandLisasoftware,MacPaintincludesamenubaratthetop.Bypositioningthemouse’sarrowontopofawordonthebar,youcanpulldownamenuofchoicesrelatedtothatwordandselectoneofthechoices.ThemostaptlynamedcategoryontheMacPaintmenubaris“Goodies.”OneoftheGoodiesisFatBits,akindofmagnifyingglassthatletsyouworkonindividualpixelsofyourpicture.AnotherGoodieletsyouseehowthewholepagewilllook,andwhilelookingatthatpage,youcanactuallymovegiantchunksofyourdrawingaroundatwill,withnolossofspeed.YetanotherGoodieMacgeneratesgraphicsonthescreenwithlightningspeed.letsyoucreateuptofourdifferentmirrorimagesofyourworkasyoudraw,allaboutasquickasyoucanmovethemouse.WithbothMacPaintandMacWrite,youcanusetheUndocommandtoerasethelastbitofworkyoudidwiththemouse.Unfortunately,MaconlyhasonelevelofUndo.Hopefullyitwillbeabletoundoseveralactionswhenthe512KRAMversionofMacintosh(scheduledtobereleasedlaterthisyear)comesout.MacWrite,writtenbyRandyWigginton,isalsoahighlypolishedpieceofsoftware.Butitisfarfromtheultimatewordprocessor.Forinstance,itstoresfilesentirelyinRAM,soyouarecon-strainedtoabout12single-spacedpagesoftextperfile.Again,amorepowerfulprogram—Microsoft'sWord—willbeavailablelaterintheyear.Theformattingcommandsinthisprogramarecontainedinaformatpull-downmenu;inaboxatthetopofthescreenthatdisplaysaruler,marginandtabstopsthatcanbemovedwiththemouse;andinsymbolsrepresentingthespacingandjustificationoptions.Addition-ally,youcanmovedrawingsfromMaePaintfilesintoMacWritefilesviaascrapbook(oneofthedesktoptools).MacWritecontainsasmorgasbordofdifferenttypefacesandsizes,rangingfrom24-pointheadlinesto9-pointsmallprint.Thetypefaces,allnamedafterfamouscities,canalsobeusedinMacPaintinevenlargerpointsizes.AnytypeorgraphicsthattheMacintoshcangeneratecanbeprintedoutontheImagewriter,Apple’snewhigh-qualitydot-matrixprinter.Microsoft'sMultiplanhasbeenrede-signedtotakeadvantageoftheMacintosh.TheresultsshowwhyconvertingsoftwaretotheMacwillbeanarduousbutworthwhiletask.Youcanusethemousetograbandmoveanylineseparatingtwocolumns,stretchingandcontractingthevariouscolumnswithoutusingthekey-board.ToenterdatausingMultiplanyouneedonlyusethekeyboard.AnumberofcommonMultiplanformulasarecontainedinoneofthepull-downmenus.AllofthesetouchesmakestheMacMultiplanlookverydifferentthanpreviousMultiplans.IftheMacintoshcanbesaidtohaveanoperatingsystem,itistheFinder(writtenbyBruceHornandSteveCapps).Finderisaprogramthatrunsatstart-uptimeandlocatestheprogramsonthedisk,generat-ingiconsonthegraybackgroundthatistheMacintosh’sdesktop.ButtheFinderalsoloadsaseriesofobjectsthatyoucancallupatanytimefromthepull-downmenuwithanApplesymbolonthescreen.Theseobjectsincludesuchitemsasacontrolpanel,calculator,alarmclock,notepadandscrapbook.ThecontrolpanelletsyouadjustsomeofthecharacteristicsoftheMacint:suchashowloudthebeepofthebellis,howsensitivethemouse’smovementwillbeorevenwhichshadingpatternyouwantonyourdesktop(thesurfacethatcontainsalloftheMacintoshicons).Macevencomeswithagame,simplynamedPuzzle,whichchallengesyoutoarrangesomenumbersinorderbypushingthemaroundagridwiththemouse.DemonstrationsoftwarereleasedtothepressinearlyJanuarywasn’tentirelydebuggedyet,soitofferedaninterestingpeekatMacintosh’serrormessages.Inoneinstance,a“dialoguebox’appears.withapictureofabombwithalitfuseandtheme:“Sorry...ASeriousSystemErrorHasOccurred.YouMayChooseToRestartTheSystem,OrReturnToTheFinder,OrAttemptToResumeTheCurrentApplica-tion,IfPossible.”IftheMacintoshsoftwarehasbugs,atastwewon'thavetoputupwithSyntaxTMessages.ally,howcouldweforgetthetrash-leaBicanicon?ThissymbolisslightlydifferentthanitscounterpartonthetheLisa—thelidonthecanistight(ontheLisaitwasajar).Applemusthopethatthistimearoundalltheproblemswithitsnewinterface,its32-bitarchitectureanditsmarketingplansarecleanedupandreadytobehauledaway.@g2February13,1984InfoWorld
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Yourtroublesareover!THERE’SANEWSTAR®INWORDPROCESSING~ANYONEFAMILIARWITHWordStar®CANUSENewWord/MergePrintIMMEDIATELY,ANDENJOYSUPERIORPERFORMANCEANDEASIERINTERACTION—ATABOUTONE-THIRDTHECOSTOFWordStar®/MailMerge®NewWordmakesiteasyforyoutoturntouncompli-cated,efficientwordprocessing.Nowyoucangetlet-terperfect,professional-lookingdocumentswithoutagreatdealofsacrifice.TheproofofNewWord’ssuperiorperformanceisintheprintout.Withdotmatrixprinters,NewWordisexcep-tional,supportingeveryadvancedcapabilityincludingmicrojustification,variablelineheight/characterwidth,andalternatePitchesonthesameline.NewWord’sfullrangeoffeaturesarewhatyou'dexpecttofindonlyonthemostexpensivewordPrO-cessors.NewWordalsogivesyousuchadvancedfeaturesaSUN€rasedeletedtext,findaspecificpageiNadocument2ndmultiple-lineheadersandfooters:!tsversatilityincludesautomaticallychangingrulerlines,onscreendisplayofboldfacingandunderlining,2"automaticiN¢entationforprogramming.yet,forallitsSophistication,NewWordissimpletoUSe-Thereareooatiencatedcodestomemorize,On-screenmenusoffUPCHONSletyouworkeffortlessly.Andifyou’refamiliarwithWordStar,you'llbeabletowritefasterandmoreeffectivelyimmedizicly.NewWo.cisentirelycompatiblewithWordStar—keysuoK?,01mandandfilecompatible.Eventhirdpartyprograms,¢videotrainingandbooks3:NewWordcomeswith2comp!teut.ermariual,includ..ing:anInstallationguidetoper:/t-Yourselftutorial,anEnc;withnumerousexamples.andaofcommands.WeprovidedirecttelephonesupporttoNewWordusersanddealers.Athirdpartytoll-freesupportserviceisalsoavailableasanoption.PerhapsthebestthingaboutNewWordisthatat$249.00,NewWordcostslessthanprogramsfeaturingfarfewercapabilities.Aridwithmergeprintincluded,NewWordisanoutstandingvalue.:LetaNewStarworkforyou.Callustoday,toll-free800-832-2244(InCalifornia,call800-732-2311)Sy,&VaROCKYMOUNTAINonSOFTWARESYSTEMS"1280-CNEWELLAVE.,SUITE1002;WALNUTCREEK,CA94596WordStarandMaittergearoreistoredtrademarksMicrohroInternationalIe.[NewtiordandNowstararetrademarksofNewstarSataliaoffactsex,!ainedindyPocketReference
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Clapp-TrappMakemiBYDOUGCLAPPContributingEditorTheMacintoshhasbeenofficiallyannounced,andIhaveaproblem.Theproblemisdrivingmecrazy.You,however,willprobablythinkit’sprettycute.I'monthephonetoDavidNeedle,underratednewseditorofInfoWorld.Asusual,I’mbeggingforideas,nomatterhowsmall,thatIcanpadintocolumnlength.I’mdowntoaskingifhe'sseenanygoodTVshowslately.ThenDavidsays:“Hey,willhaveannouncedtheMacintoshwhenthatissue’sout.Whydon’tyoudo@columnontheMacintosh?”Infact,I'dalreadywrittenaMaccoluma,althoughit-centeredmostlyonMacdivisionpeople.AstotheMac,thecolumnonlyteasedabit(hadIsaidmore,Applewould'vehadmeincourtforlifeorsentanastymanovertobreakmymonitors),ButnowIcanwriteaboutthemachine.Soit’sanatural:acolumnabouttheMacintosh.Afterall,I'vebeenvisitingtheMacdivisionsinceMarchof’83;I'vehadaprototypesincelastOctober;I'vegotreamsofMacdocumentationandoodlesofMacsoftware;I'veinterviewedthepro-grammersandthehardwareguys;I’vewrittenarticlesabouttheMac(forpublicationafterrelease);andonandonandon.Acolumn'sanatural!Tenminuteslater,Igetasinkingfeeling:HowcanIpossiblywriteacolumnabouttheMacintosh?Here'sthereason:{haveavestedfinancialinterestinDougClappwaslongagoseducedbycomputersandhasbeentryiugfomakealivingfromthemeversince.Hisworkhasappearedinnumerousstuffycomputerperiodicals.IfyouwanttocorrespondwithDougdirectly,writetothefollowingaddresss:620StuartAvenue,Crookston,MN56716.thesuccessofMacintosh,havingwrittenapookaboutthemachine.IfltheMacdoeswell,Idowell,tosomedegree.Tobemoreblatant:it’stomydivectfinancialadvantagetopumpthisbebyupforallit’sworth,I'vegothousepayments!Icouldomitthatfact,butcraftyreaderswouldcatchoneventually.Be-sides,confessionisgoodforjthesoul.SoanythingIsayissuspect.Yourjob,then,istosuspectanythifgIsayfromereonout.Remember]it’stomyadvantagetomaketheMhclookgood.Don'tforget,okay?Ifeellotsbetter.Now,abouttheMacintosh:thisisthegreatestcomputerjntheworld!It’ssmall,it’sfast,it’seasytouse,it’spowerful,thesoftplygreat,andthemagnificient.It’sthebestHusiness/word-processing/home/game/programmingcomputereverdevisedbyhumankind,andeveryoneshouldbuyfourbrfiveMacs!Maybemore!HowamIdoing?Let'stryamorereasonedapproach.HerearethequestionsabouttheMacIgetmostfrequently,followedbymycomplete-lybiasedanswers:Isittruetherearenocursorkeys?Isthemousereallybetter?Afterusingthemouseforafewhours,you'llgrimaceatthethoughtofcursorkeysormauselesscomputers.Askanyonewho'susedaMacorevenamouse-drivenIBMPC.(Ofcourse,twobuttonsareadrag.)EditingtextwithaMacmouseisajoy.Askanyone.What,nocolor!Yes,Virginia,thereisnocolor.Butyouwon'tminditabit.Iknowthisstretchescredulity,butit’strue.TaeMacdisplayprovidesarangeofpatternsandtexturesandagraphicdepththatmakebig,fuzzycolordotsunnecessary.Granted,colorisnice(andwillarrive,eventually),butthecrispblack-on-whitedisplayistotallysuperiortoeventheverybestgreenorambermonitors.You'llloveitandyouwon'tmisscolor.Nowgobackandreadtheseventhparagraphofthiscolumn.What,noslota?Doyoureallywantslots?Slotsarecrevicestothrowmoneyinto,afterall.Doreisincredi-~hardwareis.youwantsoftwarethatonlyworksonsomeMac’sorsoftwarethatworksoneveryMac?Standardizationmeansmoresoftwareandlessconfusion.Doyou/ikesettingDIPswitches?Moreonslots:togetanIBMPCsomewhatclosetoaMac,youneedthesecards:amonochrome-monitorcard,agraphicscard(partofit,anyway),adisk-drivecard,asound-generation/voice-syn-thesiscardandacardwithtwohigh-speedRS-422serialports,ifthat’sevenavail-able.Afterall-that,you'releftwithaslow,nonstandard,clunkycomputerthat’sjusttakenyouforabunchofmoney,Stillmoreonslots:okay,okay,Teegarwill.haveanexpansionboxavailable.Buyabunchofcards,seeifIcare.Is128KenoughRAM?Yesandno,Thereisnosuchthingas“enoughRAM.”Still,youdon’tneedmoreuntilyouneedmore.Applegetsaroundthe128Klimitinsomecleverways.First,there’saSegmentLoaderthatallowsprogrammersgreatflexibilityinbreakingupmonsterprogramsintomanageablechunks.Second,the64KofROMispackedwithroutinesthatpro-grammerscanaccesstoreducetheRAMneededforprograms.Thentoo,256Kchipsareontheway,whichmeans512KMac's—whichshouldendtheRAMcontroversyforatleastfourorfivemonths.Willtherebesoftware?Tons.Andgoodstuff:easytouse,fastandgreat.Microsoft,inparticular,hasafulllineofknock-outstuffontheway.Andwilltherebemorehardware?Sure.Harddisks,plotters,modems,younameit.WilltheMacsucceedinthebusinessmarketplace?Beatsme.Let'sfaceit:I'minlove,andloveisblind.Forme,theMacintoshwasablinddatethatgotoutofhand.Yourjob,asastuteconsumers,istotryformoreobjectivitythanI'vemanagedhere.Putonyourbestsuit,pickupabouquet(notroses,please!)andgocalling.Ithinkyou'regonnahavearealgoodtime.Idid,®26February13,1984InfoWorld
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InsideTrackBYJOHNC.DVORAKConsultingEditorinthefourthquarterof1984.ItwillusetheHarrisCMOS8086chipandtheSharp80x16display.ItwillalsobePCcompatible.IBMhopestocutoffthesoon-to-beannouncedslewofJapaneselapmachinesthatwillbePCcompatible.They'llusetheToshibaCMOS8086chip.iookforanIBMl!ap-sizecomputerAsImentionedacoupleofweeksago,theshortageof186chipsfor1984willbeadisasterfordesignersof186/183machinesthatexpecttogainmarketsharein1984.Thisisalsoadisappointmentforthoseofuswhowouldliketoseeatechnologicalgainthisyearwithmorepowerfulchips.WhateverthecaseforIntelfans,thismeansgoodnewsforthedie-hard68000aficionados.ThechipwillbegivennewlifebytheendearingMacintoshcomputer.AtAppleI'mtoldthatabigbattlehadbeengoingonbetweenJohnSculleyandStevenJobsovertheintroductionpriceoftheMac.It'ssaidthatJobswaspushingfor$1,995,andSculleywaspushinga$2,495price.Sculleysupposedlyrationalizedthata$1,995pricewouldkillAppleHesalesandcreateanunreachabledemandfortheMac.ThecounterargumentistolowerfurtherthepriceoftheoverpricedHeandgoforit.(Obviouslyyoucan'tmaintainanumbertwomarket-sharepositionbygoingforIBM'sthroat,andthatseemstobetheSculleystrategy—forevernumbertwo.)MyvoteiswithJobs’feelforthemarketplace.OneApplecoup,though,isthatalotofuniversitieshavebeensoldontheMacforstudentuse.I’mnottalkingaboutsoretwo-bitarrangement;it'srumored,forBigbattleateweeeeeececeecscceceascssesercceseeceseecscaneesessessasssessssessrTDsosossessseeouecyexample,thateveryStanfordstudentwillberequiredtobuyaMacaspartofhisorhertuition!Wherewillitend?InMarchorApril,Applewillfinallyunveilitsportablemachine.It’sactuallyjustaslotless,smashed-downIIe.Some-onedescribeditasthe“AmazingShrink-ingApple.”Expect.toseeIntelreleasea4-megabitbubble-memorychipfor$40.Thisistheequivalentofahalfmegabyteof8-bitdatafor$40:Theaccesstimeforanybitis4milliseconds.Whileitishardlyas,cheapasafloppydisk,thepricesaretumbling.Waituntilitgetstoadollarachipandseewhathappens.Whilebubbleswerepooh-poohedatfirstasasolutiontoportablemassstorage,onehastorememberthatthetrendisalwaystowardsiliconandawayfromeverythingelse:disks,corememories,videotubes,relays,everything.Thedisk-drivemanufacturershavemanagedtomaintainahottechnologi-calpace,thankstoever-cheapeningsteppermotorsandbrushlessDCtechnol-ogy.ButitallremindsmeoftheMuhammadAliquotejustbeforeaFloydPattersonfight:“Hecanrun,buthecan'thide.”I’msureoneofthesportsfansouttherecantellmethetruesourceofthatquote.MeanwhileDowninVegasattheWinterConsumerElectronicsShowDept.AttheHumanEngineeredSoftwarepartyMinnesotaFatswaschallengingjournaliststopool,andLeonardNimoywasdroppinghintsaboutthenextStarTrekmovie,TheSearchforSpock,whichhe'lldirect.Amongsttheshow-biztypes,NolanBushnellandPaulTerrellgotintoafriendlydebatethatresultedinapublic$1,000bet.Bushnell,thefounderofAtari,whoselatestendeavorincludesAndrobot,claimsthere'llbe$3billionworthofhomerobotssoldbytheendof1986.Terrellsaysnoway.Ipersonallythinkthelikelihoodof$3billioninhomerobotsin1986isaboutthesameasthelikelihoodofseeingtheflamboyantfounderofAMD,JerrySand-ers,drivingaCheckerSedan.AlsoatCES,therewasabigfussoverSpectsaVideo’ssawingColecoAdamcomputersinhalfandtossingCabbageApplePatchdolls(alsoaColecoproduct)intoatoilet.Bytheway,didyouknowthatColecowasnegotiatingwithAT&TtoserviceitsAdamcomputer?Strangebedfellows,I'dsay.Tome,ColecoandHoneywellasateamisjustasweird.‘TheironyoftheCommodoreinvolve-mentat,theshowwasits-promotionofanewgame,JackAttack.It'sfunnytomeinlightoftherecentresignationofJackTramielfromthecompany.DumbMarketingDept.ScottMacehasalsocomplainedaboutthis,butitneedsrepeating.TheAtariPac-MangamefortheIBMPCissonoisythatitcouldneverbeplayedinanoffice,andyoucan’tturnoffthesoundwithoutdiscon-nectingthePCspeaker.Infocom,thesoftwarefirmthathasallthecomplicatedfiction/adventurehybridgames,lookedatsomeofitssalesfiguresanddeterminedthatmorethanafewsaleshadtobegoingintotheoffice,notjustintothehome.Myexperiencewithtruthtellerswhousepersonalcomputersattheofficeisthattheysometimesplayagameortwoonthecompanytime.Sowhat?Asmartsoftwarecompanyknowsthisishappening,butitisthesoftwarecompany’sjobtosellsoftware,notprotecttheintegrityoftheofficeenviron-mentofsomeanonymousfirm.[getthefeelingthatsomechinless,starched-shirtweareratAtarideterminedthatturningoffthesoundeffectswouldencourage“goof-offs’’toplaythegameatwork.“Wecan'thavethat.Worktimeisforwork.”Meanwhile,thissameguyusesextra-longlunchbreakstoshopforhisnthpairofFlorsheimbrownwingtipshoes.Bytheway,AtariissupposedtobenegotiatingwithTexasInstrumentstogetitssoftwarecollectionmovedintotheAtarienvironment.TheBestRumoroftheWeekDept.Everyoneknows,bynow,thatpublishingmogulRupertMurdochhasbeentryingtotakeoverWarnerCommunications.Asyouknow,WarnerownsAtari.MysourcessaythatpartofMurdoch’smasterplanistoputNolanBushnellbackinchargeofAtari.Whatagreatswitcherooifthatcomestopass.IfIwasaWarnerstockholder,I'dberootingforMurdoch.ea8February13,1984InfoWorldRIALSEDIlstheMacintoshamilestone?ritingthisintheweehoursofaJanuarymorning,afterhavingmorethanaweekusingandwritingaboutApple'snewMacintoshcom-puter,wefeelsomecamaraderiewiththe100orsodevelopersatApplewhogaveuptheirnightsandweekendsforthepastthreeyears.WhatevertheshortcomingsoftheMacintosh,atfirstglanceitappearstobeev-erythingApplesaiditwouldbe—transportable,easytouseand,mostofall,afford-able.Forthat,theMacintoshgroupatAppledeservesourcongratulationsforbreakingthemoldof“me-too”personal-computerproducts.Forthat,theydeserveavacationandaraiseinpay.Ifnothingelse,thedistinctiveMacintoshuserinterfacemakescomputingabitmorefun.AroundInfoWorld,folkswhonormallyshyawayfromcomputershavebeenplayingwiththeMac,seeingwhatitcandoandlovingeveryminuteofit.Butthecongratulationsofanadoringpublic(andthesulkingcompetition)cannotbecauseforcomplacencyatApple.Infact,whatchairmanSteveJobscallsthethirdmilestoneinpersonalcomputingmayonlybetheopeningroundinthenextseriesofbattles.Jobsisfondofcomparingpersonalcomputerstothetelegraphmachinesthatspannedthecountryinthemid-1800s.Telegraphscouldonlybeoperatedbyatrainedfewso,despitepredictionsthateveryofficeinAmericawouldhaveatele-graphoneachdesk,itneverhappened.JobslikenstheMacintoshandtheemergingApple32-bitfamilytothetelephone,whichbecameacceptednationwideafewyearsafteritsintroduction,castingasidethemorecomplicatedtelegraphs.Bymakingthatanalogy,JobsisclaimingthattheMacintoshwilldotocomputingwhatthetelephonedidtocommunications.But,despitethewondersoftheMac,itonlyleavesuswantingmore.AseasyastheMacistouse,itstilldoesn’tsquarelyaddresstherealproblemwithpersonalcomputers,whichisconvincingthewholeAmericanpublicthateveryoneneedsacomputer.Thinkofthetelephone.Itfulfillsabasicneed:tocommunicatewithothersviavoiceoverlongdistances.Cananyonereducethefunctionofpersonalcomputerstosomethingassimple?Wethinknot.Atbest,wecannamepopularuses:wordprocessing,financialanalysis,ac-counting,filing,communications,educationandentertainment.Onewaytodemonstratetotheaverageconsumerwhatcomputersaregoodforwouldbetoconstraincomputerstoperformafewtaskswell,justasthetelephonedoes.[tisimportantthatcomputersbeeasytouse,butitisequallyimportantthattheydosomethinguseful.Anotheralternativeistomarkettheheckoutofthemachine.BothAppieandIBMaregoingtodothatthisyear,anyway.Itshouldbeinterestingtoseeifthemassiveadvertisingcampaignspersuadepeoplethatcomputersareuseful,aswellastechnolouicallyneat,well-priced,user-friendly,betterthanthebrandXandadinfinitum.We'renotsayingthattheMacintoshisnotausefultool—farfromit.ButwehopethatAppleandothercompanieskeeptryingtoextendtheusefulnessofcomputers,aswellascontinuingtoconcentrateonnewwaysofinteractingwiththosecomputers.WiththeMacintosh,Applemayconvinceamillionorsodoubtingcisthatcomputingisusefulandeasy.It’sagoodstepintherightdirection.Butwestillthinkthebestisyettocome.ScottMaceInfoWorldFebruary13,1984
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EnvironmentSoftwareOpeningNewWindows’OnYourWork|HowToBuy‘pataBaseSoftware,”MacintoshJransportablesLet°youTakeItAllWithYouTheWideWorldofAlternateInputDeviceswhyJapaneseComputers:aAren’tSellingInAmerica~~pi|ap,WEREVIEW:5:_'JZ_MPPlotter§GettingStarted,ComputersInSSNe7Com|y»paqPlusschools,BookReviews,===<"Power-Base.Landlord\VisiOn9andPeopleInComputingWu
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*Youcomefirst.WithNEC’sPC-8800personalcomputer,youdon'thavetoaskyourselfwhichcomesfirst,thehardwareorthesoftware.It'sdesignedtobeuncompromisinginbothareas.Soyoucomefirst.Intheofficeorathome,holceofhardware:8ItOr16-bitprocessor°5%”or8”diskdrive*High-speeddotmatrixorletter-qualityprinterFreesoftwarewithcompletesystem:Thehardwareletsyouselect*WordStar®wordidrorfromNEC'sstate-of-the-artpro-*MailMerges>cessingcessors,diskdrives,printers,1]1]patplan™spreadsheetandmonitors.aleceweaversions)Thesoftwareincludesadvanced,user-friendlyprogramsforalltypesofbanking,accounting,andbusinessman-agement.YoucomefirstagainwithNEC'shigh-1401Estqualitygraphicsandultra-highreliability.ElkGainee,ThePC-8800fromNECHomeElectronics.ItputsveVillage,IL60007ciRCLE4youfirst.Soyoucanbreakoutofyourshellandgrow.CIRCLE69:NECCorporationfete,JapanNEC/NECHomeElectronics(U.S.Al,Inc.PersonalCompitaeiysion"
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Coverstorybeginsonpage56IntroducingMacintosh:acomputerpackedwithpowerFEATURES568696107116129140220SPECIALREPORTMacintosh:Apple’sPowerfulNewComputerItconvertsspeedintopower,andwhatyougetisthekindofperformancethat’sunmatchedattheprice.HOMEGettingStartedYes,computerswillchangethewayyoudothings.ButthosechangescanbethebrightnewbeginningforMarinersofeveryage.PROFESSIONAL/MANAGERIALTransportablesLetYouTakeItAllWithYouHavingthepoweroftheofficeatyourfingertips,nomatterthelocation,isjustonewaytransportablesarechangingthewaywedobusiness.BUSINESSEnvironmentSoftware:OpeningNewWindowsOnYourWorkThenewestgenerationofproductivitypackagesgivesyouawaytokeepasharpeyeonthebigpicturewhileyou'redealingwiththedetails.BUYER'SGUIDEHowToBuyData-BaseSoftwareweeYou'regoingtobuyadata-basemanagementpackage.Thequestionis,whichone?AlookatwhatDBMsdoandhowtheydoitcanhelpyoumakeaninformedchoice.PROFESSIONAL/MANAGERIALTheWideWorldOfAlternativeInputDevicesThemouse,thetouchtablet,thelightpen,andvoicecommandarebreakingdowncommunicationsbarriersbetweenpeopleandcomputers.ADVANCEDCo-Processors:MixingApplesAndOrangesCo-processorsareanewapproachtoincreasingyourcomputer'sspeedandsoftwarecompatibility.BUSINESSWhyJapaneseComputersAren’tSellingInAmericaForJapanesemanufacturers,theAmericancomputermarketisprovingaverytoughnuttocrack,PAGE86PAGE429February1984PERSONALCOMPUTING3.
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SPECIALREPORTPERSONAL.COMPUTINGMacintosh:Apple’sPowerfulNewComputerItconvertsspeedintopower,andwhatyougetisthekindofperformancethat’sByCharlesRubin,AssociateEditorNiyearsago,AppleComputerissuedachallengetotheworld.Withitspersonal-computerconcept,Applechallengedustochangeourattitudesaboutwhatcomputerswere,andhowweusedthem.Millionsofustookupthechallengeofthisnewwayofworkingandthinking,andthewaysofcomputingspreadamongus.ItwasthewayofControlkeysandcursors,dualfloppydiskdrives,andgreenmonitors.Todaymostofusknowatleastthesetotemsofthecomputingexperience,andwiththisknowledge,wethinkweknowwhatpersonalcomputingis.Buttimeshavechanged.Applehasjustissuedanewchallenge—achallengethatexplgdesallofourcomfortingpersonal-computingstan-dardsandbeckonsus,onceagain,intothefuture.Apple’schallengeiscalledMac-intosh,Thenewcomputer,intro-ducedonJanuary24,isalittleboxwithadifferentmonitor,adifferentkeyboard,adifferentdiskdrive,dif-ferentinterfaces,anddifferentsoft-ware.Itdoesn’tlookquitelikeany-thingwe’veeverseen,anditdoesn’tworkquitelikeanycomputerwe’veeverused.Itchallengesourassump-tions,notjustaboutwhatcomputersareandhowweusethem,butulti-matelyasksustorethinkthewaywework.Onebyone,Macintoshexplodesourdearlyheldcomputingbeliefs,56PERSONALCOMPUTINGFebruary1984unmatchedatthepricesuchas:ThemoreRAMthebetter,ortwo54”floppydiskdrivesareneededforconvenienceandmediacompatibility,orgreenmonitorsaretheonlyonesworthusing,orcomput-ersneedMS-DOScompatibilitytorunsomeneededsoftware,orcursorcontrolkeysarenecessary,orfunc-tionkeysareamust.Well,Mac-intoshhas128kofRAMwhichcan’tbeincreased,ithasonlyone34”mi-crofloppydiskdrive,itsmonitordis-playsblackimagesonalightgraybackground,ithasaproprietaryoperatingsystem,itusesamousepointingdeviceinsteadofcursorcon-trolkeys,andithasnofunctionkeysatall.Butthesechangingbeliefsabouthardwareandsoftwarespecificationsarejustthebeginning.Wemustalsochangesomeofourthoughtsoncom-putingtraditions,suchas:Hoursmustbespentjustgettingcom-fortablewithacomputer,orrealfunctionalityina16-bitcomputercostsabout$4000.Instead,learningtouseMacintoshtakeshalfanhourorless;andwithitstrue16-bitpro-cessor,Macintoshisalittleoverhalfthepriceofother16-bitmachines.SothisMacintosh,thisnewprod-uct,ismorethanjustanothercomputer.It’sevenmorethan“TheneatestproductI’veeverseen,”asApplechairmanSteveJobscallsit.Itcomesintothepresent-dayworldofcomputinglikesomefuturisticsiren,beckoningnotjusttothecomputerliterate,buttotheuninitiatedmass-es,saying,“Allyourcomputingdreamsarepossiblenow.Therearenomoreexcusesfornotlearningaboutcurvesandexpensivehard-ware.Thepoweristhereforanyonewhodarestolearnaboutit.”Ifitseemsoddtobetalkingaboutsomehunkofplastic,metal,andglassthisway,it’sbecauseasaproduct,Macintoshisparthardware,partsoftware,andpartphilosophy.It’sasifApplehadthisideaofsomesuper-easy,super-smartVolkscomputerthatwouldmaketremendouscom-putingpoweraseasytouseasatele-phone,andthenfiguredoutfromtherehowtomakeithappen.EmotionallyappealingObjectivelyevaluatingMacintoshisdifficult.Becauseofitseaseofuse,uniquestyling,andgraphicscapabili-ty,Macintoshhasthekindofemo-tionalappealtheVolkswagenBeetleoncehad.Inanindustryrapidlybe-comingagreyseaofIBMPersonalComputerclones,Macintoshstandsout.People—fromoureditorstothird-partysoftwaredesignerswhohaveusedthemachine—enjoyit.Still,AppleisaskingthatwemakesomesubstantialsacrificestouseMacintosh,becauseofitslackofMS-DOScompatibilityanditslackofhardwareflexibility.ThethousandsofuserswhoboughtIBMPersonal
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Charge!GooutthereandgettheApplePersonalComputerSystemyoureallywant.Now.Withoutlayingoutyourextracash.Withouttyin;Beyourotherlinesofcredit.WiththeAppleCard.TheonlyconsumercreditcardreservedexclusivelyforthepurchaseofAppleComputers,peri-pheralsandsoftware.Likeallourproducts,itworkssimply:Filloutanapplication(short,tothepointandannotatedinEnglish)atanauthorizedAppledealerhonoringtheCard.Yoursalespersonwillcallintheapplicationandinmostcasesgetanapprovalforyourightonthespot.Youcanthentakeyouraesystemhome.Youdon’tevenhavetowaitfortheCard;we'llmailitouttoyou.Andbythetimeyougetit,you'llprobablybewellintodoingwhateveryouboughtyourApplesystemtodo.‘ThereisnoannualfeefortheCard,althoughacoupleofrestric-tionsdoapply.ThefirstpurchasemustincludeadiePersonalComputerandyouhavetoput10%down.Andsubsequentpurchasesneedtobeatleast$100ifmadewiththeCard.Oh,yes—you'llalsohaveacreditlimit,WhenyouusetheAppleCardtomakeadditionalpurchases,allyouhavetodoisshowtheCardandsigntheinvoice.Aslongasit’swithinyourcreditlimit,ofcourse,Ourdealersgetalittlenervouswhensomeonesignsforhalftheirinven-tory,Youunderstand,You'llalsoreceivemonthlystatementsthatincludethelatestpurchases,creditavailable,andtheminimumpaymentdue.You'llalsobehappytoknowAppleCardcredittermsareaffordableandthepay-mentscanbespreadout.It'sallspelledoutforyouatthetimeyourCard.isapproved,SostopbyaparticipatingauthorizedAppledealerandgetanAppleCard.Justthinkofitascreditwherecreditisdue,GiveyourfloppyWecallitthe’floppydiskshuffle.”Ithappenswhenyouhavetwoormoresoftwareprogramsonfloppiesandyouneedtoworkwithboth.Whatdoyoudo?Youputonediskin,bootit,doyourwork,takeitout,puttheotherdiskin,bootit,doyourwork—yougettheidea.Well,youcanstopshufflinganytimenow.Thankstoauniquenewsoft-wareprogramcalledCatalystfromQuark,Inc.SpeciallydesignedforyourAppleIfandProFile”harddisk.CatalystallowsyoutotakeawidevarietyofsoftwareprogramsandstorethemonyourProfile.Oncethey'reonyourProFile,youjustselecttheprogramyouwantfromtheCatalystmenuthatappearsonyourmonitor—thenCatalystdoestherest.You'llneverhavetobootthoseprogramsagain.WhatkindsofprogramswillworkwithProFileandCatalyst?diskstheboot.AlmostanythingwrittenfortheAppleIlincludingcopy-protectedpeaslikeVisiCalc®QuickFile"pleWriterIIL.OrlanguageslikePascal,BASIC,orCOBOL.Andonceyou'veloadedtheseprogramsintoyourProfile,theonlydisketteyoumayeverneedistheCatalyst.SoifyouhaveanAppleIllandaProFileandmorefloppiesthanyoucaretoflipthrough,getnaeaQuarkCAT.‘AppleComputerinc,20525MarianiAve,Cepertno,CA95014,FortheaudbortzedAppledealernearestyou,call(B00)§38-9696.(1Canada,cal(800)268-7796or(800)268-7637.©1983AppleC‘YeiCalcisatrademarkofVislGompineCaalystisatrademarkofQuark,nc.Apple,theApplelogo,QuickFileandProFilearetrademarksofAppleComputerIncCIRCLE88Catalyst.Andbootthosedisksforgood.
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Macintoshchallengesourassumptionsaboutwhatcomputersareandhowweusethem.Computerswith256kto512kofmemoryjusttotakeadvantageofLo-tus1-2-3’sspreadsheetingcapabili-tieswon’tfindthatsamecapabilityinMacintosh.Andwhilesoftwareven-dorssurveyedbyPersonalCom-putingindicatedthattheyarepre-paringalargenumberofprogramsforMacintosh,itwillbesometimebeforeMacintoshcanoffertherangeofsoftwareavailablerightnowfortheIBMPersonalComputer,itscompatibles,andtheAppleII.Ifyouacceptthesetrade-offs,though,andifApple’swayofusingacomputersuitsyourneeds,Mac-intoshrepresentsanewstan-isessentiallyadifferentwayforuserstointeractwithcomputers.Insteadofstaringatablankscreenandusingakeyboardtoentercommandsthatgetfilesfromthecomputerormakeitperformvarioustasks,thisapproachshowsyouascreenfuloflabelsanddrawings,calledicons,thatrepresentoptions.Totakeanoption,whetherit’sgettingafileorseeingthecon-tentsofadisk,you“point”totheop-tionyouwantandselectit.Youdon’thavetorememberdozensofspecifickeyboardcommandsandfilenamesandthentypethemintodosome-thingwiththecomputer;youjustseewhichyoumakeaselection.Thewaythisallworkswillbeexplainedindetaillater,butfornowit’senoughtosaythatLisatechnol-ogymeansthatusingacomputerbe-comesavisual,intuitivething,ratherthananexerciseinrememberingrigidcommandsetsandfilenames.Itmakesthedifferencebetweencom-putersthattakedaystomaster,andcomputersthattakelessthananhourtolearn.32-BitArchitectureisthehard-waredesignthatmakestheLisatech-nologypossibleinbothLisaandMacintosh.BothcomputersusetheMotorola68000processor,dardinprice/performanceforpersonalcomputers.Infact,theselimitationsarewhatallowMacintoshtode-liversomuchforitsprice.Macintosh’sfixeddesign,whichisgearedtomassproduction,anditsoperatingsoftware,whichisuncom-promisedbymodificationsforcompatibility,allowAp-JetocutMacintosh’scosttoonly$2495.Upuntilal-mostthetimeofMac-jntosh’sintroduction,therewereargumentswithinthecompanyaboutcuttingthenewcomputer'spricetobe-Jow$2000.Still,ApplecameclosetomeetingSteveJobs’sgoalofproviding70percentofLisa’scapabilityfor20percentoftheprice.UnlikeLisa,Apple’spowerfulcom-uterthatcostnearly$10,000atitsintroductionMacintosh,Apple’snew21-poundtransportablecom-puter,featuresthelatestinhardwareandsoftwaretechnology.Itincludesamousecontroller.whichApplefeelsisfarmorepowerfulthantheIntel8088usedintheIBMPer-sonalComputer.SinceagraphicdisplayisattheheartofMacintosh,im-portantthatgraphicsbeascrispandeasytouseaspos-sible.Producinggraphicsishardworkforamicro-Processor,andbyusingthe68000AppleisabletomakeMacintosh’sgraphicsdis-playfastandclear.SoftwareFromLeadingDeveloperswillbethefuelthatpowerstheMacintoshengine.Thesoftwarethatprovidesthegraphics-basedcomputercontrolisprovidedbyAppleinapermanentROM(read-onlymemory),butthecomputerstillwon'tdoanythingunlessthereareapplicationsprogramslikespreadsheetsandwordpro-zF§35eéoneyearago,Macintoshdoesnotprovidemultitasking,norcanithandleenormousspreadsheetsjnonecontiguouspiece.—WhatMacintoshdoesincorporateinvolvesfourkeyelements:;Built-InLisaTechnologyistheconceptualsoulofMacintosh.BasedonearlyresearchbyXeroxandbroughttomarketinApple’sLisacomputerlastyear,Lisatechnologyandpoint.Anotherpartofthecon-ceptisthatoptionsyoumaywanttotakeareonlypresentedwhenyouneedthem,throughgraphicdevicescalledpull-downmenus.Sinceit’snotpossibletodisplayeveryoptionavail-ableatagiventime,optionsaregroupedunderlabels.Selectingala-belproducesasubmenuthatliststhatparticulargroupofoptions,fromcessorstorunonit.ApplebegancourtingsoftwaredevelopersearlyinMacintosh’sdevelopment,andexpectstobringthenumberofmajorsoftwaredevelopersforthenewmachineupto100byFebruary.Severalmajorproductsfromtopsoft-warehousesareexpectedtobeavail-ablebysummer.AnUnobtrusiveSizeisthefinalelementoftheMacintoshequation.February1984PERSONALCOMPUTING57,
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SPECIALREPORTare?SOAThisMacintosh,thisnewproduct,ismorethanjustanothercomputer.Appleworkedtoprovideauserinter-facesosimpleyoudon’thavetothinkaboutit,andtheywantedthephys-icalappearanceofthecomputertobeequallyunobtrusive;Macintoshoc-cupiesaboutasmuchspaceonadeskasastandardyellownotepad.Itcaneasilystayoutofthewaywhenyoudon’tneedit,andat21pounds,itcanjustaseasilygowhereyouwantitto.The$2495priceisalsopartofMac-intosh’sunobtrusiveness.Withtheseelements,Macintoshallowsustoforgetaboutthephysicalcomputer,andconcentrateonourcomputing.Thisnecessarilyrequiressometrade-offsintermsof“standard”equipment,likethenum-berofdiskdrivesandthesizeofthemonitorandRAM,butApple’schal-lengeisforustoacceptthesediffer-encesintheinterestofimprovedcomputingability.Appleistakingachancehere,becausedespiteMac-intosh’spowerandeaseofuse,itsveryuniquenessforcesadecisionfromthebuyer:Doeshestickwiththecomputersthatothersareusingthesedays,ordoesheacceptthechal-lengeandstepboldlyforwardtowhereAppleassertscomputingisheading?ThedecisionaboutwhetherornottotakeuptheMacintoshchallengere-mainsatoughone,becausethere’snogettingaroundtheradicaldiffer-encesinthemachine’sdesign.ButApple’sconceptofVolkscomputingishardtoarguewith:Macintoshisasmall,21-poundcomputerthattakesuplessspaceonadeskthanapadofpaper.Itsfeaturesinclude:eA9”black-and-whitemonitorwith512by342dotresolution,©Onebuilt-in35”Sonymicrofloppydiskdrive,©128kofRAM,eAbuilt-inclock/calendarwithbat-terybackup,eTwohigh-speedserialports,eAtypewriter-stylekeyboard,eAndamousepointingdeviceinlieuofcursorcontrol.It’sarisktooptforacomputerthathasonlyonediskdrivewheneverybodyelse’shastwo,andyouleavethesafetyofcurrentstandardsbehindwiththenon-expandableRAMandthe34”diskettes.Atthemachine’sdemonstration,Jobsandcoatlesschairmanoftheboard—hissatinwarmupjackethangsinoneofarowofidenticalcubiclesneartheconferenceroom—isgoingonandonwithquitesomefervoraboutthebestdesignedthingsintheworld.Beforehim,onthehugeoakenconferenceroomta-ble,sitsayet-to-be-unveiledMacintoshcomputer.“AndhaveyouseenthelatestSonyWalkman?”SteveJobsasks.Thejour-nalistssittingaroundthetablenodwithashowofraptattention,buttheireyeskeepdriftingtotheunopenedbrowncan-vascarryingcase.“It’samazing—onlyaboutthatthick,”Jobssays,holdinghisforefingerandthumbinagestureofmeasurement.“Thelimitwashowthintheycouldmakethecassettedrivemechanism,”Onlyafewyearsago,theideathatmillionsofpeoplewouldwalkaroundlis-teningtohigh-fidelitymusiccomingfromapackagethesizeofacassettetapewouldhaveseemedabitstrange.NowJobsisspeakingglowinglyofthedesignofthenewMacintosh,andtheparallelisdrawn:Hethinkswe'regoingtoseeasmanypeoplewalkingaroundwithMac-intoshesaswithWalkmen.“Asgoodassomeoftheseproductshavebeen,wethinkwe'retheonlycom-panyintheworldcapableofdesigningtheproductyou'reabouttosee,”hesays.“Let'snotkeepyouwaitinganylonger.”Jobspullstheproductofmorethanfouryearsofhispersonalleadershipoutofthebagandplunksitdownun-ceremoniouslyonthetable.Hestridesaroundtheroomtograba4”Sonyflop-pydiskandtossesitsoitskipsandslidesacrossthetable;theindestructiblemediasmacksintowhatcouldbemis-THESOULOFANEWAPPLE2PhotosbyLeeBurrellSmith,whostartedinApple’sser-vicedepartment,washeadhardwaredesignerontheMacproject.takenforasleekportableTVset.Jobstalksaboutautomatedmanu-facturingbeingintegraltothedesignofthemachine,akeyelementinApple'sstrategytokeepthepriceofMacintoshlowenoughtospurdemand.TheMac-intoshplantontheoutskirtsofSiliconValleycanchurnoutasmanyasamil-lionMacintoshesayear,Jobssaysproudly,andhe’sjustasproudofthehand-pickedMacintoshteam:Hecallsthemthemosttalenteddesigngroupintheindustry.“There’snoquestioninmymindwhenIlookatthemotherboardofthismachineandallitcando.AsgoodasWozis,ourdigitaldesigner,BurrellSmith,isbetter.He’sthebestintheworld.”ThebestintheworldAppleisoneofthefewpersonal-computermakersthatcouldmountaProjecttechnicallychallengingenough—andestheticallyinspiringenough—tobringthetalentofBurrellSmithintocompletebloom.ButfirstSmithhadtobediscovered.HehadfirststumbledintoAppleinthewinterof1979.Burrell,thenunemployed,wasdrivingaroundinhisbeat-upwhiteChevyvan,wonderingwherehisnextdollarwasgoingtocomefrom,whenhedrovebyoneofthefirstApplebuildingstosproutinCupertino.Herememberedthename.Hethenap-pliedforajobatAppleandgotone—intheservicedepartment.Smith'smainqualificationwasthathehadbeenamemberoftheHomeBrewClubbackinthecarefreedaysof1976.ThenAppleComputerconsistedentirelyofSteveWozniakandSteveJobs,andthepersonal-computerindustrywaslargelyrepresentedbyabunchofhob-byistswhogottogetheronceamonthtotalkabouttheneatcomputerstheyhadbuiltorweredesigning.Burrellremem-beredhandlingoneofthefirstApplecircuitboards,whichstillsmelledofflux,solder,andJobs'sgarage.Hedidn’tknowyetjusthowgoodWozniakwas,nomorethanthepeopleatAppleknewwhattheyhadwhenBurrellfirstwalkedinthedoor.“Ididn'tseeWozmuch,butIgottoknowhimbyworkingwithhisboards,”saysSmithofthosemonthsatApplebe-forehisdiscovery.Evennow,asheadofthedesignteam,inhisbaggyMacintoshsweatshirtandfadedbluejeans,his58PERSONALCOMPUTINGFebruary1984blondhairtuckedbackaroundelfinears,Smithstill/ooksundiscovered.“Idon’tknowifyourealizejusthowgoodWoz’sboardsare,”hecontinues.“TheAppleII16-sectordiskcontrollerboardisaworkofart,poetryinelectronics.”ItwasBillAtkinson,whojoinedtheMacteamafterplayingakeyroleinthedevelopmentofLisa,whostumbledonBurrelldownintheservicedepartment.ItwasfairlyearlyintheLisaproject,andAtkinsonwasspendingalotoftimetherebecausethat’swheretestswereun-derwayonthenew,16-sectordiskcon-troller.TheLisateamneededitsextracapacitytogetthewholePascal-baseddevelopmentsystemononedisk,buttheerrorratesoftheearlyproductionunitswereunacceptable,andeveryonesus-pectedaflawinthecontroller.BurrellhelpedAtkinsonpokethroughthetestprintoutsandimpressedhimwithhowfastandwellhehadlearnedthenewcontroller;whenBurrellsaidtheprob-Jemhadtobeelsewhere,Atkinsonbe-lievedhim.Theproblemturnedouttobeanundocumentedchangeinthemotormadebetweenthedevelopmentoftherototypeandactualproduction.‘AtkinsonrecognizedBurrell’salmostmysticalaffinitywithcircuitry,hisdeepunderstandingofthesleightofhandwithwhichWozhadpackedsomuchfunc-tion,giventhepartsavailable,intotheAppleII'sboards.AtkinsongotBurrellontotheMacdesignteam.Christmasyacationwascoming,andbythetimeitjvedBurrellknewenoughaboutthedesigngoalsuluserinterfaceandth)bebutffhishiwirewrappBurrell’sgaragebeforethefirstoftheyear.KSmithdoesn’ttalkaboutindividualachievementswhenyouaskhimwhatitwasliketoworkontheMacintoshproject:Hetalksaboutgroupsynergywithanalmostevangelicalfervor.“Idon’tthinkthere’sanothercompanylikethisintheworld,”Burrellsays.“AnyNicknamed“ThePirates,”Macdeyel-opersransackedAppleandtheindus-trytoputtogethertheMacintosh.placeelse,if|hadbroughtthatfirstMacin,maybe3monthslatersomebodyfromsoftwarewouldhavegottenbacktomewithfivereasonswhytheydidn’tlikeitandcouldn’tdoit.Heretheysay,‘Wow,newhardware!’ThedayafterIbroughtitinandgaveanotetoAndyHertzfeldaboutthegraphicsinterface,hecalledmeoverandshowedmeDonaldDuckwaddlingacrossthescreensaying“HiBurrell.”é_BurrellSmithwasmadeheadoftheignteamandthedecisi_chips,plusasuitableflatpaneldisplay,hemovedmoreandmoretotheexceed-inglydifficultandcorrespondinglypow-erfulmediumofProgrammedArrayLogic(PALs)forthe68000’ssupportcircuitry.Whenheapproachedthepointofperfection—thatis,whenhewassatis-fiedhehadgoneasfarashecouldwithhisbasicapproachwithoutresortingtoendlesstinkering—hethrewthedesignawayandstartedagain.Eachdesigngotsmaller,untilonhisfourthtryitwassmallenough.Hehadpacked70percentofthefunctionofLisaontoaboardsmallerthanasheetofnotebookpaper.Togetanideaofhowmuchpowerthatisinhowlittlespace,comparetheMacintoshboardtotheelectronicsofthe8088-basedIBMPersonalComputer.Tobegin,theMC68000aroundwhichMacintoshisbuiltprocessestwiceasmuchinformationperinstruction—itcommunicateswiththeoutsideworld16-bitsatatime,internally32-bitsatatime,comparedtothe8088's8-bitsinternal/16-bitsexternal—andexecutesneaflytwiceasmanyinstructionsperse-condasthe8088.Basically,then,theboardfulfillsSte-venJobs’sdream,adreamcompellingenoughtodrawWayneRosingintoAp-pleasgeneralmanagerofpersonalofficesystems,tohelplureApplePresidentJohnSculleyfromPepsi,andtopushBurrellSmithtoincredibledesignheights.ThedreamwastocramthefunctionofLisaintoaninexpensivecom-puterthesizeofanotebook.Giventhelowerpowerrequirementsandhigherdensityofthenextgenerationofsiliconthatdreamwillbecomereality.qThedreamwasimportantenoughtoJobsthathehadhisfingersinevery-February1984PERSONALCOMPUTING59
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THTHEPASSWORD”MODEMANDTELPAC™BENFRANKLINCOULDHAVEPUBLISHEDTHEFRIDAYEVENINGPOST.thePassword™modemandTelpac™softwaredelivertextfast,far,cheap,andletter-perfect.Fast?Tentimesfasterthananexperttyp-ist(andfourtimesfasterthanmostothermodems).Far?Crosstownorcrosscountry.Letterperfect?Multi-pleaccuracychecksofyourtextarejustoneeditorialbenefit.Cheap?Thousandsofwordsbyphonelines,forlessthanexpressma:Andifthetextistobetypeset,thecostwillbehalforless—theproofreadingzero!PasswordisUSR’svirtuallyautomaticmodem:300/1200baud,autodial/answer,automode/speedselect,two-yearwarranty.$449*Telpac,theUSRfriendlytelecom-municationssoftwarepackage,$79.Writeorcallforcomplete‘descriptions—bothTelpacandPassworddofarmorethanthis!U.S.ROBOTICSINC.1128WESTWASHINGTON-CHICAGO,ILLINOIS60607(312)733-0497CIRCLE176~COMPUTERFITSTHE~~anBS:ORIGINAL_ARCADEHITS.|<—
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Macintoshmakescomputingpoweraseasytouseasatelephone.SPECIALREPORTothersfromAppletriedtoexplainwhythesedifferencesaren’tim-portantevenintoday’sworld,butwordsfailedthem.“You'vereallygottoseeit,”theykeptsaying.Theywereright.First,there’sMacintosh’ssize.Ifyoutakealegal-sizenotepadandstanditonend,Mac—whateveryoneatApplecallsit—isaboutthatbigwhenseenhead-on,andit’slessthanafootdeep.Whenit’ssittingonadesk,thecomputeroccupiesonlyslightlymoreroomthanastandard,81/2”by11”notepad,althoughroomwillbeneededforthekeyboardandthemouse.Turnonthepowerbutton,andthescreenshowsyoualittledrawing—anicon—ofadiskettewithanarrowbelowit.“Aha!”youthink,“Itwantsmetoinsertadiskette!”Whenyouputadisketteintothedriveslot—there’snodoortoclose—asoftwhirringthatcanonlybeheardinaquietroomtellsyouthediskisloading.TheSonydiskettesareen-casedinhardplasticcovers—youcouldplayFrisbeewiththemwithoutworryingaboutdamage—and(continuedonpage65)thing,includingthe1982MacintoshgroupChristmasparty.Bythetimehehadfinishedplanningit,itwaswayoverbudget.Anotherpersonmighthavelow-eredhisexpectations,butnotJobs.HeaskedtwootherdivisionsatAppletothrowinwiththeMacintoshgroupsotheycouldaffordthepartyasplanned.ThegroupsturnedovertheirbudgetswithouthesitationwhenJobstoldthemhewasgoingtorentthemainballroomattheSt.Francis,oneofthefinesthotelsinSanFrancisco.Thelocationconfirm-edwhatwasimpliedbythisbeingaMacintoshparty:Itwasgoingtobethebest.TheMacintoshcrewresistedwhenJobstoldthemtheyhadtodressupfortheevent.“ButJobsmadeusgo,”saysAtkinson,whowassolidlywiththerestoftheMacteaminfavoringshorts,T-shirts,andbluejeans.Grey-stripedsuitsandwhiteshirtswerewhatyouworetoafuneral.“Hetoldustotakethisthinglikeajoke,likeitwasHalloween,andthatmadeitOK.Itbecamelikede-signingcostumes;theonlywaytodoitwastogoalltheway.”AsthenormallymotleyMaccrewar-rivedandstoppedby,onebyone,tosayhellotoSteveandsingerJoanBaez,hisdatefortheevening,itbecameapparentthatJobshadsuccessfullysolvedhisfirstproblemfortheevening:Theywereallwearingtuxesortails,althoughafewhadretainedtheirsneakers.Job’ssecondproblemhadtodowiththe30membersoftheSanFranciscoSymphonyhehadhiredtoplayhisfavoritemusic:waltzes.ItwasagamblenotunlikethegamblehewasmakingwithMacintosh:Couldhegethismassestotrysomethingnew?Be-causehehadtakenpainstocreateanenchantingenvironment,becauseheopenedupthewondersofthewaltzbymakingitextraordinarilyeasyandpain-lesstolearn—hehadarrangedwaltzinglessonsfortheentireparty—theeveningwasasmashing,three-quartertimesuccess.KeepingMacleanandmeanJobswasguardianofthefaithfortheMacintoshgroup,devotedtokeepingitambitious,closeknit,lean,andmean.Hegavethegroupitsmotto:“It’sbettertobeapiratethantojointheNavy.”Whatitmeant,saymembersofthede-signteam,isthatthegroupwassup-posedtoswoopdownfast,stealthebest,andleavetherest.Jobs,aschairmanoftheboard,hadenoughpulltogivethegrouptherighttopillageanythingofinterestinsideApple,butthepirateatti-tudeextendedoutsidethecompanyaswell.WhenJobsaskedthepiratestohelphimraidanothercompany,theteamrespondedalmostovernightwithspecialdemosoftwarethatmaybethemostimpressiveexploitationofMac’scapabilitiestodate:It’sananimateddisplayoftumblingPepsibottlecaps,andinsiderssayitwaswhatclinchedJohnSculley’sdecisiontoforsakePep-sico’sbattlewithCokeinfavorofAp-ple’sbattleagainstIBM.Applestillshowsittocompaniesithopestocon-vincetodevelopsoftwareforthenewcomputer.Thechairman'sbaby“ThemostobviousthingwithinAp-plethatweleveragedoffof,ontheotherhand,wasLisa,”saysAndyHertzfeld,thesecondsoftwarepersontojointheMacintoshproject.“Andthemostim-portantthingwetookfromLisawasBillAtkinson.”BillAtkinsoncreatedQuickdraw,theelegantcoreofLisa’ssophisticatedgraphicsandwindowingcapabilitiandtherebydefinedMacintosh.“OnereasonwestartedtheMacprojectwasthatQuickdrawwassosuperneat,”explainsHertzfeld.“Wejusthadtohaveanothercomputertoruniton,amachinethatwouldreallygetitouttopeople.”Nomatterhowincrediblethesoftwaretechnologywas,theyknewtheyhadtomakeitcheaper.ThegoalwasforMactohave70percentofLisa’scapabilityat20percentoftheprice.“Fortunately,welearnedalotbuild-ingLisa,”saysAtkinson.“AlthoughtheLisaprojectstartedsmall,itbecameanexplorationofwhatcouldbedone.TheMacteamwasdifferent.WithMacwehadadefinitegoal.Insteadofarguingoverwhattodo,wehelpedeachotherwithhowtodoit.”AtkinsonhaddoneQuickdrawandtheuserinterfaceforLisa;hediditalloveragainforMac.“Whenyougettothepointwhereyouhaveaworkofrealbeauty,”heexplains,soundingafamil-iarMacintoshtheme,“thebestthingtodoisthrowitout,becauseyournextversionwillbesmallerandcleaner.”ItbecameastandingjokethatwitheveryfeatureAtkinsonaddedtoMac’sQuickdraw,thesmalleritgot.AtkinsonwasdoingsomeamazingcompressionsofQuickdraw’salgorithms.Totightenthingsupevenfurther,HertzfeldhandcodedAtkinson’sPascalinto68000as-semblylanguage,atortuoustaskthatrequiresconvertingPascal’sEnglish-likecommandsintothegnarlofOsandIsthatacomputerunderstands.Eventhen,saysAtkinson,“Wehadtostartwonderingabouthowmanyofthefea-‘tureswouldfitinthedamnROM.”WhereasonLisathesoftwaredesigners(continuedonpage199)February1984PERSONALCOMPUTING64SoftwarefromleadingdeveloperswillbethefuelthatpowerstheMacintoshengine.SPECIALREPORT(continuedfrompage61)they’resmallenoughtofitinyourshirtpocket.You'llalsobeabletogiveuppaperdisksleevesandstickywrite-protectlabels,becausetheSonydiskettesdon’thaveeither.Thehardcasemakespapersleevespoint-less,andthere’salittleredleveronthecaseitselfthatyoucanmovetowrite-protectthedisk.Thescreenmeasuresonly9”onthediagonal,butyou'llforgetallaboutthesmallersizewhenthecomputercomeson.Thisdisplayissosharpandclearthatyou'llforgetyou'relookingatacomputer.Itlookscoolerthanastandardgreenoramberdisplay,andyouwon'tfindyourselfsquintingasmuchtoseedetailsbecauseevery-thing’ssosharp.AfterthediskisloadedintoMac,thedisplayshowsatinyiconthatlookslikeadiskette,andanotheronethatlookslikeatrashcan.There’salsoanarrow,whichisthepointerforyourmouse.ThemouseisasmallbeigeboxwhichisconnectedtothepackofMacintoshwithathincablejt’saboutthesizeofapregnantciga-rettepack,andhasabuttononitstopandabigballbearingunderneathit.Youpushitaroundonyourdesktomovethearrow,whichisusedtose-lecticonsandcommandsfromthemenus.Initially,themouseconcepttakessomegettingusedto.Youdon’tlookatthemouseasyourollit;youlookatwherethearrowismovinginstead,whichmaycreatesomeminorprob-Jems.Forinstance,you'rerollingthemouseandwatchingthearrowmoveonthescreen,andbeforeyouknowitu'verolledthemouseofftheedgeofthedeskorupagainstyourstapler.Forthefirstfewminutes,youreyeisaluedtothearrowonthescreenwhilemovingthemouseyourhar-macksintothestapler,thetapedis-Sasorthetelephone.Themousereedsroomtoroll,sorearrangingafewobjectssothere’saboutsixoreightsquareinchesofcleardeskareatakescareoftheproblem.Assumingyou'vegiventhemousesomeroomtomove,though,itquick-lybecomesatransparentpartofthecomputer’soperation.Youdon’tthinkaboutmovingthemouse,orevenaboutmovingthearrowtoacer-tainplaceanymorethanyoumightthinkaboutmovingyourhandto-wardadoortopushitopen.Instead,youthinkaboutgoingthroughthedoor.Movethearrowtoaniconandclickthebuttononthemouse,andAbove:Macintoshusesiconstorep-resentfunctionsandfileswhichyouselectbyusingthemousecontrol-ler.Below:TheDeskAccessoriesfeatureactivatesamenuwhichletsyouaccessaworkinggraphicscal-culatorwithmouse-controlledkeys,anotepad,ascrapbook,analarmclock,andothertools.€FileEditSearchFormattantsStyleSampleMemo.Date:July16,1984To:RobertFrom:ElizabethPe.FinanceMeetingAgentHerearemycommentsonyourpr}groupmeetingnextweek1MovingDatewailawhileDiscussingUnemovingdateseemspremature,sincetherearesomanyunknowns.Let'syGeorgeB.FryBPhotos¢February1984PERSONALCOMPUTING65.
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SPECIALREPORTMacintoshallowsustoforgetaboutthephysicalcomputerandconcentrateonourcomputing.filefuitSearchFormatutbutton:1pinewlowod),cid!autiined,Usingthe|wtheHeaneythelextified,orfull1jailableon|Inydifferentffolieboldfaceitofyourtjustified7ItfedanywhereyormarginInadocument,©{differentseations|ifiAppleisofferingMacWrite(awordprocessor)andMacPaint(agraphicsprogram)ononediskfor$99,ABOVE:MaeWritefeatureson-sereenformattingandavarietyoftypefont,style,andsizeselections.BELOw:MacPaintmakesstunningfree-formgraphicscapabilitiesavailabletoeventhemostunartis-ticusers.fditGoadiesFontFonisizeStyleyou'veselectedthaticon.ThisishoweverythingworkswithMac:Youseeit,pointtoit,clickthebutton,andgetit.Theiconsrepresentdiskettes,files,groupsoffiles,evenareasofMac’smemory.Ifyouwanttoshowthecon-tentsofadiskette,yousimplyselectthediskette.WhenIpointtothedisketteiconandclickthemousebutton,awindowexpandsoutoftheiconandfillspartofthescreen.Insidethewindoware66PERSONALCOMPUTINGFebruary1984moreicons,representingindividualfilesandapplicationsprogramsstoredonthatdiskette.Toopenafile,Ipointtotheiconandclick,andan-otherwindowfillsthescreentoshowthecontentsofthatfile.Theiconsaredifferent(agraphicsfileiconwillhaveshapesonit,whileatextfileiconwilllooklikeaminiaturepageoftext),andeachhasafilenamebe-neathit.Youdon’thavetorememberthefilenameandtypeitintoretrieve;yousimplyselectitwiththemouse.Spreadsheets:Aretheylimited?Themouseandthewindows,bothex-ponentsofLisatechnology,arethekeystoMac’seaseofuse.Withouthavinglearnedasinglekeyboardcommand,I’mquicklyinsideaMul-tiplanworksheet,wideningcolumns,replicatingformulas,andevencopy-ingcellstootherworksheets.Here’show:InsidethewindowthatopenedwhenIselectedthedisketteicon,there’saniconlabeled,“MultiplanWorksheet.”Ipointtoitandclickthemousebutton,andanotherwindowzoomsoutofthaticontofillthescreen.InthewindowisaMultiplanspreadsheet.Thenameofthefileisdisplayedacrossthetopofthewin-dow.Atthebottomofthescreen,be-lowtheMultiplanwindow,Inoticethatanothericonhasappeared:aclipboard(I'llgettothisinaminute).Onanormalcomputer,|wouldhavehadtoloadMultiplanseparate-lyfromitsprogramdisk,issueacom-mand,andtypeafilenametoloadthespreadsheetdatafromadatadisk.Theeasiestwaytodothatwouldbetohavetwodiskdrives—onefortheprogramandoneforthedatadisk.WithMac’s400kmicrofloppy,though,there’splentyofroomonthesamediskfortheMultiplanprogramandseveralworksheetfiles.Thehigh-capacitydrives(weweretoldthatMac’smicrofloppywillsoonbeup-gradedto800kcapacity)enableMacintosh’soperatingsystemtodoitsmagic.Whileyouhavetoload,SPECIALREPORTprogramanddatafilesseparatelyonothercomputers,Macintoshauto-maticallyloadstheprogramanddatafiletogether.Whenyouchooseaspreadsheetfile,itknowsthatitshouldloadMultiplan.Ifyouchooseatextfile,itknowstoloadthewordprocessor.Andifyouwanttocreateanewfile,yousimplychoosetheiconthatrepresentstheprogrambyitself.IfItrymakingacolumnontheworksheetwider,say,fromeightto10characters,Imovethemousepointertothecolumndividingline,clickthebuttonto“grab”thelineitself,and“drag”thelinetothenewlocation.Youseethishappenin-stantlyonthescreen,soyoujustmovethepointeruntilthecolumnlookswideenough.Allthecolumnstotherightofthecellyouwidenedau-tomaticallymoveover.Theprocesstakeslessthanfiveseconds.Ona“standard”computerrunningMulti-plan,theprocessgoesmorelikethis:YoutypeF(forFormat),W(forWidth),10forthenumberofcharac-ters,andthenanothernumberfortheareaoftheworksheetyouwanttomodify(column4,let’ssay).That'ssAppleComputerintrouble?Stunnedbythepersonal-computerindustry'sshakeout,IBM’sthunderoussuccess,andadmittedlyseriouserrorsinmarket-ingitsLisa,AppleComputer'sprofits-fellfarbelowexpectationsattheendofthelastfiscalyear,whichclosedinSep-company’sstockpricecollapsed:Fromahighofalmost$63ashareinJune1983,thestocktumbledtoonly$17.75atonepointinNovember.Butitwouldbeamistaketoreadfromthemarket'svagariesthatAppleisatember.Asadirectconsequence,theAPPLEBITESBACKcompanyintrouble.Certainly,Applefacestremendouschallenges,rangingfromIBM’srelentlessmarketingpres-suretotheimpendingentryintoperson-alcomputingofanothercolossus,thenewAT&T.AnditishighlyunlikelythatApplecanmaintainitsspectaculargrowthrate,whichwas40percentinthelastfiscalyearandanaverage107percentoveritsfive-yearhistory.Appleinsteadisgoingthroughgrow-ingpainscrucialtoshapingitsfuture.Amongtheseare:cuttingbackemploy-mentto5000for1984;investingheavily.U0HAPbenesisAPPLESTOCKTAKESROLLERCOASTERRIDE...DOLLARSPERSHARE$807-—-~——-aa’\pomil|eelé6o}—|62.75HIGH|10.75Lowo———0HIGHLowSource:DowJonesNews/RetrievalSaviceincapitalequipment,whichisdepress-ingprofits;andredesigningitsexistingproductssotheyworktogethermorecompletely.Cash-rich,Applehasinvested$20millioninahighlyautomatedfactory,whichwasdesignedfromthegroundupspecificallytoturnoutMacintosh,thecompany’snewestpersonalcomputer.ProductionstartedinNovember,withcapacityexpectedtoexceed80,000com-putersamonthbytheendof1984,ac-cordingtoApplechairmanSteveJobs.“MacisthefutureofApple,”JobstoldPersonalComputingduringinter-viewsthatledtothismonth’scoverfea-ture.ThreemeaningscanbereadintoJobs’scomment:Mostobviously,AppleiscountingheavilyonsalesofMacintoshanditsperipheralstofurnishthecom-pany’sgrowth.StabilityandcashcomefromsalesoftheAppleIle,whichre-mainsteadyat50,000amonthaccord-ingtoseveralestimates.Thesesalesarefueledbythelargestbaseofapplicationssoftwareavailableforanypersonalcom-puter.Particularemphasisisbeingputontheeducationalmarket,whichnowaccountsfor25to30percentoftheIle’ssales,accordingtoDanielLewin,Ap-ple’seducationalmarketingmanager.MoreverticalmarketsareservedbytheAppleIII,nowsellingatabout10,000permonth.SalesoftheLisa2,anim-provedversionofthepowerfulcomputerthatintroducedtheworldtotheconceptofintegratedsoftware,windows,andolaMONTHDECAPRAUGDECAPRAUGDECAPRAUGNOVYEAR‘80‘84‘84‘81"82"82"82‘8383"83Stockpricesrepresentexpectations—andtheabilitytofulfillthem.Applesoaredto$63andbackdownto$17.75inafewshortmonthsduring1983.Per-sharepricehoveredaround$20formostofthebalanceoftheyear.imousetechnology,aredifficulttopre-8dict.Thenewunitshoulddobetterthan|thecurrentLisa,whichhasaninstalled£baseofabout30,000.ButitisMac-intoshthatwillsupplyApple’sgrowth;a65&numberofobserversprojectsalesof68PERSONALCOMPUTINGFebruary1984
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NowNRItakesyouinsidethenewTRS-80Model4microcomputerwithdiskdrivetotrainyouathomeasthenewbreedofcomputerspecialist!NRIteamsupwithRadioShackadvancedtechnologytoteachyouhowtouse,programandservicestate-ofthe-artmicrocomputers...Itsnolongerenoughtobejustaprogrammeroratechnician.Withmicrocomputersmovingintothefabricofourlives(over1millionoftheTRS-80™alonehavebeensold),interdisciplinaryskillsaredemanded.AndNRIcanprepareyouwiththefirstcourseofitskind,coveringthecompleteworldofthemicrocomputer.LearnAtHomeInYourSpareTimeWithNRItraining,theprogrammergainspracticalknowledgeofhardwaretodesignsimpler,moreeffectiveprograms.And,withadvancedprogrammingskills,thetechniciancantestanddebugsystemsquicklyandeaOnlyNRIgivesyoubothkindsoftrainingwiththeconvenienceoflearningathome.Noclassroompressure,nonightschool,nogasolinewasted.Youlearnatyourconvenience,atyourownpace.Yetyou'realwaysbackedbytheNRTstaffandyourNowtrainingincludeseithertheTRS-80Model4MicrocomputerwithDiskDriveorTRS-80ColorComputerwithComputerAccessCard;profes-sionalLCDmultimeter;theNRYDiscoveryLab;andhundredsofdemonstrationsandexperiments.(1RS-80satrademarkoftheRaiShackvisionofTandyCop.)instructor,answeringqandgivingyouguidance.TRS-80,Model4plusDiskDrivtoLearnonandKeepNRItrainingishands-ontrainingwithpracticalexperimentsanddemonstra-tions.Younotonlylearntoprogramyourcomputer,youlearnallaboutit...howcir-cuitsinteract...interfacewithothersystemsgainarealinsightintoitsnature,UnderNRIscarefullyplannedtraining,youeveninstalladiskdrive,verifyingateachstepitsoperation.‘Youalsoworkwithaprofessional4-function,3%digitdigitalmultimeterandtheNRIDiscoveryLab®performingover60separateexperiments,BothmicrocomputerTheCatalogisFree.TheTrainingisPriceless.GetallthedetailsonthisexcitingcourseinNRI'sfree,104pagecatalog,Itshowsallequipment,lessonoutlines,andfactsonotherelectronicscoursessuchasElectronicDesign,IndustrialElectronics,Video/AudioServicing...12differentcareeropportunitiesinall.qKeepupwiththelatesttechnologyasyoulearnonthelatestmodeloftheworld’smostpopularcomputer.Ifcouponhasbeenused,writetoNRISchools,3939WisconsinAvenue,Washington,D.C.20016.andequipmentcomea5f==seesoesoeseesmeof)partofyourtrainingforInetStoelyoutouseandkeep.|"&1¢,:C200yeh!SameTrainingAvailableWithColorComputerorWashingt'Thecatalogisfree.‘We'llgiveyoutomorrow.NRIoffersyouthe[JThetrainingispriceless.1IndustralElectronicsportunitytotrainwithPisscheckfotonethe‘TRS-80ColorCom-J~sicrocomputeputerasanalternativetog©)ColorTV,Audio,andtheModel4.ThesameItechniqueforgettingin-sideisenhancedbyusingthenewNRI-developedff.ComputerAccessCard.ff°OnlyNRIoffersyouafSivachoicetofityourspecific1trainingneeds.osQCODigitalElectrotatalogonly(BasicElectronDSmallEngineServicingCiApplianceserVideoSystemServicing,signTechnology173-024February1984PERSONALCOMPUTING67VISICORE
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Onceyoulearntousethemouse,itquicklybecomesatransparentpartoftheoperation.fivekeystrokesandabout10secondsbythetimeMultiplan’ssubcommandmenuschange.Butwhat’samazingisthatwhileIwouldhavehadtospendperhapshalfanhourthumbingthroughamanualjustlearninghowtomakethischangeonastandardcomputer,it’sintuitiveonMacintosh—yousee,youpoint,andyoudo.ManyotherMultiplanfunctionsarejustaseasy.Tocopyavaluefromonecelltdanother,justpointtothefirstcell,clickthebutton,pointtothesecondcell,andit’sdone.Naturally,youcan’tdoeverythinginMultiplanbymovingthemouse,butyoucandomostthings.Youstillhavetotypeinlabels,values,andformulas,butwhenitcomestoputtingtheminthesheet,specifyingareasofcalculation,formatting,orcopyingtheworksheetfile,youjustpointandclick.Thesecommandsareavailableonapull-downmenuunderalabelinthemenubarsaboveandbelowtheactualworksheet.Ifyouwanttomovetoadistantcellquickly,youcanstillusetheGoTocommandfromthekey-(continuedonpage72)500,000unitsin1984,whileApplewillonlyopenlystatethatitexpectsMac-intoshtorapidlybecomethefastestsell-ingpersonalcomputer.Inthelongerterm,Jobs'sstatementimpliesthatMacistheforerunneroffutureAppleproducts.Ormoreaccu-rately,Lisa-stylesoftwareandoperatingenvironmentswillbeputinavarietyofproductsastechnologyevolves.Finally,infinancialterms,MacintoshrepresentsApple’sevolutiontomassproduction,ashiftthatisessentialfor-thecompanytoremaincompetitive.Notonlywillthecomputersbeturnedoutonahighlyautomatedassemblyline—oneunitevery27seconds,Applesays—butMacintoshanditsfactoryweredesignedtogether.Jobsaimstobethisindustry'sHenryFord:Heintendstobringmassproductiontopersonalcomputers,whichwillenablemillionsofpeopletoaffordtoentertheeraofpersonalcomputing.ThisexplainsMacintosh’sone-size-suits-allphilosophy.Whileothercompa-niesofferever-increasingexpansionca-pability,Appleoffersnone.LikeHenryFord,whoofferedtheModelTinanycoloryouwanted,aslongasitwasblack,AppleofferstheMacinanyconfig-urationyouwant,aslongasthatmeans128kofRAM;awindowedoperatingenvironmentin64kofROM;andasin-gle,internaldiskdrive.Inreturnforgivinguphardwareflexibility,yougetremarkableperformancefortheprice.Willthisphilosophywork?Analystswhotrackthepersonal-computerindus-tryforfinancialinstitutionsandin-vestmentfirms,suchasGregKelseyfromHambrechtandQuist,aleadinghigh-technologyventurecapitalfirm,andPeterWrightfromtheGartnerGroup,Inc.,seembullishonApple’sprospects.TheyallagreethatAppleisonitswaytosolvingitsproblems,IBMhasahammer-lockontheFor-tune500market,whereIBMhasastrongreputation,leveragefromitsmainframesales,andtheadvantageofhavingmoresalespeoplethanApplehastotalemployees.YetApplehasalreadylandedamajorcontracttosupplylargequantitiesofMacintoshcomputerstoaBigEightaccountingfirm.Ultimately,theconsumerwilldecide.WithitsemphasisonLisa-styletechnology—incorporatingpull-downmenusandmousetechnology—Appleischallengingtheconsumertorethinkpersonalcomputinginmuchthesamewaythecompanychallengedpeoplewhenitoriginallyintroducedthecon-ceptofpersonalcomputingtoaskepticalworldonlynineyearsago.Ifthecon-sumeracceptsApple’svisionofhowcomputersshouldbeused,andrecog-nizesMacintoshassettinganewstan-dardinvalueandperformance,Applewillhavesucceededinraisingtheentireindustrytoanewplateau....WHILESALESANDINCOMEmiuionsCONTINUETOSOAROFDOLLARS$4,000p—|$583.0Salespe61.3Income600|—$3347Salesig39.4Income400|—leoiscote(sates200|$478Soles@income[e220cores4iteYEAR197819791980198119821983SalesandprofitshaveincreasedsteadilyatApple;fiscal1983salesreached$982.8million,up67percentfrom1982,andnetincomerose25percentto$76.7million—extremelyhighgrowthforanearly$1-billion-a-yearcompany.February1984PERSONALCOMPUTING69SPECIALREPORTOfferingasimplifiedapproachtointerfacing,therearpaneloftheMacintoshhasfivebuilt-interfaces(fromleft):themousecon-troller,anexternal3)”microfloppydiskdrive,twohigh-speedserialportsformodemsorprinters,anda4-channelsoundconnector.(continuedfrompage69)board,butthere’sasimplerway.Theborderofthewindowhasarrowsateachcorner.There’salittleboxbe-loworbesidethearrowsattheupperrightandlowerleft.'*youwanttomovedownseveralrowsatonce,youusethemouseto“grab”theboxattheupperright,and“drag”itdownthesideofthewindow.Thetotaldis-tancetheboxcantravelfromtoptobottomrepresentsthelengthoftheworksheet.Tomovetothemiddleofthesheet,dragtheboxtothemiddleofthewindowframe.Tomovetothefarrightedgeoftheworksheet,dragthebottomboxfromtheleftsideofthewindowtotheright.Thereareacoupleofspecialfea-turesintheMacintoshoperatingsystemthatareavailablewithanyapplicationsprogram.Attheleftofthemenubar,there’sasmallappleicon.WhenIselectit,apull-downmenuwiththeheadingDeskAcces-soriesappears.Iseelabelsforacal-culator,anotepad,ascrapbook,aclock,andotherdesk-likeitems.Ise-lectthecalculator,andawindowopensoverthemiddleofthework-sheet.Thewindowitselfisagraphicdepictionofapocketcalculator.Bypointingtoindividualkeysandclick-ingthemouseonthem,Icanenterandcalculatenumbers.Theresultsappearinthecalculator’sdisplaywindow.IfIselectthenotepad,thecalculatorisreplacedwithagraphicpieceofpaper,andIcantypeshort72PERSONALCOMPUTINGFebruary1984notesonit.Theclockaccessoryal-lowsmetosetanalarmthatcanre-mindmeofappointmentseventhoughI’minthemiddleofapro-gram.Whenyouputtheaccessoriesaway,you'reautomaticallyreturnedtothefileyouhadopenbefore.WhencombinedwithanotherMacintoshfunctioncalledtheClipboard,theac-cessoriescanbequiteuseful.TheClipboardisamemorybufferinwhichyoucantemporarilystoreinformationcopiedfromanopenfileordeskaccessory.Ifyou’reworkingonaspreadsheet,forexample,andyouneedtoaddupanumber,youcangetoutthecalculator,figureoutthenumber,andcopyittotheClipboard.OncethenumberisintheClipboard,youcancopyitbackintothework-sheetwhereyouwantit.TheClip-boardappearsasaniconatthebot-tomofthescreen.Toputsomethingintoit,youselectit(pointtothedis-playwindowinthecalculatortogetanumber,forexample),andthendragtheselectiontotheClipboardicon.Topastethenumberin,youpullitfromtheClipboardtoacellontheworksheet.YoucanonlystoreonepieceofinformationintheClipboardatatime,butitcanbeuptohalfthesizeoftheavailableRAM,soyoucouldcopywholesectionsoffilesTheminuteyouseeMacintosh,you'llappreciatehowmuchsimpleritmakesspreadsheets,butyou'llproba-blywonderwhetherthecomputer'sfixed128kRAMisn’talimitationonitsusefulnessforspreadsheetwork.Theanswer,ofcourse,isthatyoucangetamuchbiggerworksheetintotheRAMona256kcomputerthanyoucanona128kMacintosh,butAppleinsiststhatthiswon'tmattertomostusers.AccordingtoJoeShelton,soft-wareproductmanagerforMac-intosh,“Macintoshwillhandle90percentofthespreadsheetspeopledo.”AccordingtostudiesdonewithAppleIIandIIIusers,hesays,“Theaverageuser’sworksheetoccupiesamaximumof20-to30k.MultiplanonMacintoshwilloffer50kofwork-sheetspace.”Headdsthatevenwiththelargestspreadsheets,Macintoshuserscantakeadvantageofthenam-ingandconsolidationfeaturesofMultiplantolinkseveralsheetsto-gether.“Mostpeopleliketobreakupthehugespreadsheetsanyway,sotheycanworkonthemmoreeasily.”hesays.“You'dprobablyhave.ioneeachforSales,CostofGoods.FixedExpenses,VariableExpensandsoon,andthenbringthekeyvaluesintoaconsolidatedwork-sheet.”Inaddition,Multiplanusesmemo-rymoreeffectivelythanmostotherworksheetprograms.Whenformulasarereplicatedonmanyworksheets,theactualformulaisplacedineverylocationspecified.Multiplanstoresalltheformulasintheiroriginalcell:andthenplacesreferencepointersinthereplicatedcells,sotheactualfor-mulasareonlystoredonce.
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eroducingtheVisiCalcIVtionsautomatically,italsoelectronicspreadsheetprogram.Onceyouknowletsyouexperimentwithanendlessnumberofvariablesatthetouchofakey.Forexample:ifyouwantwhatitdoes;oullknowwhytoponderwhateffecta$.02peoplewhohavecomputersaresoalmightyuppity.increaseinthecostof,say,alvanizedscrewswouldhaveroughoutyourwork,simplyenter$.07where$.05usedtobe.Behold!EverynumberYou'veprobablyheardthisbefore,butitbearsrepeating.Allthosepeoplebuyingdesk-topcomputersarereallybuyingcleverboxesthatrunprograms.Withoutaprogram,thebiggestcomputeronthisplanetwilljustsitthere,suckingupelectricity.Butwiththevightprogram,eventhesmallestdesk-topcomputercansaveyoumoretime,makeyoumoreproductive,andbringmorejoytoyourworklifethanyoueverthoughtpossible.VISICALC?IVISAPROGRAMTHATMAKESNUMBERSDANCE.TheVisiCalcIVprogramisa_brilliantrefinementofaprogramorigi-nallycalled“VisiCalc”—theworld’sfirstelectronicspreadsheet.Itisdesignedforpeoplewhospendasmuchas8hoursadayoraslittleas30minutesaweekworkingwithnumbers.WithVisiCalcIV,everythingfromfinancialplansandbudgetstocostanalysesandprofitforecastscanbedoneatthepushofabutton,inatheblinkofaneye,onacomputer.VISICALCIVTAKESTHEPAINOUTOFASKING“WHATIE..?”IfVisiCalcIVdidnoth-ingmorethanletyouenterfiguresonacomputerscreenandgetthemperfectbeforeyoupushed“Print”foryourhardcopy,itwouldbeablessing.ButthatwouldignorethefundamentalpoweroftheVisiCalcIVprogram.Notonlydoesitdoallyourinter-mediateandfinalcalcula-everywhereinyourworkinstantlychangestoreflecttheincrease!Thefactis,alotofimportantfinancialquestionsnevergetaskedbecausenoonewantstodothetediousworknecessarytoanswerthem.And“Whatif?”ohsoquicklybecomes“Whatnow!!”ButwithVisiCalcIV,youcanasksuchquestionstoyourheart'scontent.Andgetanswersimmediately.Rightatyourdesk.Withoutwaitingfortheendofabusyday(orthestartofapreciousweekend)tofindthetimetodothecalculations.OVERONEMILLIONPEOPLEUSEVISICALC.BUTWAIT'LLTHEYSEEVISICALCIV!OuroriginalVisiCalchasbeenthebestsellingbusinessprograminhistory.ButVisiCalcIVisevenbetter.Amongahostofotherthings,graphicshavebeenadded.Thisallowsyoutocommandthecomputertoturnyournumbersintoeightdifferentkindsofchartsandgraphs(blackandwhiteorcolor).VisiCalcIVevenmakesthecomputeritselfeasiertouse.Simpleinstructionsreducelearningtimetohours,insteadofdays.WealsoofferatutorialprogramcalledVisiTutorthatwilltakeahesitantbeginnerfromthebasicstoadvancedapplicationsthatwereonceonlytheprovinceofveteranVisi-Calcusers.But,youmaywonder,whatwouldhappenifwejaa.improveonournew|NaTeNtenVisiCalcIVandcomeoutwithVisiCalcV?Noproblem.YousimplytradeinyourVisiCalcIVandreceiveyouroriginalpurchasepriceascredittowardsthenewprogram,minusanominalchargetocoverthecostofthenewmaterialsthataccompanyit*ThismeansthatwhenyoubuyVisiCalcIV,youwillneverloseyouroriginalinvestment.BeINONEHOUR,YOUCANDOADAY'SWORK.INONEDAY,YOUCANDOTHEIMPOSSIBLE._VisiCalcIVistrulyaheavensentbusinesstool.Workingwithoutitislikewalkingacrosstownwithoutshoes.You'llgetthere.Butitwon'tbepleasant.isityournearestcomputershow-roomandasktoseeVisiCalcIV.You'llfinditawondrousrevelation.Andshould,bychance,youencountersome“VisiCalc-like”pro-gram,askabouttheirtrade-inpolicy.skforaside-by-side,feature-by-featurecomparison.Thenaskagain,ForVisiCalcIV.*Naturally,VisiCaleownerswillbewtoVisicaleIVaswell,VisiCalcVigavainatteforeeiagePCandIBMXT.Thewords“WisiCalcIV"and“VisiOn"aretrademarksofVisiCorp,SanJose,California.TOANYONEWHO'SMteFROMBUYINGACOMPUTER:lodoubtyou'realreadyconsi7tronicSpreadsheetandaeacuteaeaveo'revolutionaryVisiOn™softwaresystem.Beforeyoumakeanydecision,youshouldknowthatVisiCalcIVIsatremendousImprove-mentoverstandardVisiCalc,FournewfeaturesIncreaseItsusefulnessmanyfold,ThereareBusinessGraphics.CapabilitiesforSorting,alpha-palcalyotAcal,Rearrangeforquick.Andsinnalratfered‘eystrokeUserProgram-fakentogether,theseimproverVisiCalcIVjetlogicalchoice,BitihdationifyoubuyVisiCalcIVnow,thewrchaseprice|of$250—minusanewmaterialscharge—eejoeonlthaleaeeeelychoice,Themouseandthewindows,theexponentsofLisatechnology,arethekeystoMacintosh’seaseofuse.|thesameda7VisiCorr’CIRCLE5S$ubmergedinthehooplasurround-ingApple’sMacintoshcomputeristheintroductionofLisa2.Thisnewcomputerisanimproved,repackagedversionofApple’sLisa.Lisa2wasintroducedonJanuary24,Macintosh.BearingthecodenamePepsi,thecomputerreflectstheinfluenceofJohnSculley,whowasluredfromPepsicolastyeartoserveasApple’spresident./henPersonalComputingsawLisa2—iterallythedayafterthefirstengi-neeringmodelhadbeenputtogether-—thefirstthingwenoticedwasthesingle,smallslotforinsertingmicrofloppydisksinthefrontofthemachine’smainunit.Thetwohigh-capacity54”diskdrivesthatApplebuiltforLisaaregone.Instead,withLisa2’ssingleSony34”microfloppydrive,userscanex-changediskswithMacintoshusers.Ac-tually,whileLisa2willrunMacintoshsoftware,thereverseisn’ttrueunlessLisa2disksarecreatedunderMac-intoshapplicationsprograms.Thisreverseengineeringsimulta-neouslyrespondstotwoofthemoststingingcriticismsofLisa:Itwasin-compatiblewitheverything,anditlackedthird-partysoftware.OpeningLisauptothehundredsofthird-partysoftwarepackagespromisedforMacintoshisanobviousbenefitOnebenefitthatcan’tbeseen,howevisanimprovedWinchesterdiskdrive.SoLisa2userswon'tbesaddledwiththeseparateProFileharddiskwiredintothemachine.Instead,thenewWinchesterismountedinternally,andwith10Mbytes,itdoublesthestorage|oftheProFileApplealsopromisesthatLisauserswillfinallygetcommunicationscapa-bilitythroughLisaTerm(aterminalprogram),Applebus(theIonthebackofbothLisaintosh,whichallowsthecomputerstobeconnectedtosomelocalareanet-works),andIrmaLine(aprotocolcon-verterboxthatwillenableconnectionstomainframesandminicomputers).Atthiswriting,Applehadnotdeter-minedthepriceoftheLisa2,butWayneRosing,ageneralmanageratApple,didtellusthatthecompanywasINTRODUCINGTHENEWLISA2unbundlingitssoftware,allowingcus-tomerstopickandchoosetheconfig-urationandapplicationsprogramstheywanted.ThismeansthatabaseunitwithaWinchesterand512kofRAMcouldbepurchasedforsomewherebe-tween$5000and$6000.Theoperatingsystemwillbeayail-ableforabout$200,andseparateappli-cationspackageswillcostfrom$200to$400.Sincesome30,000pioneershavepur-chasedtheoriginalLisa,Applewillof-feranupgradeprogramthroughitsexpandeddealernetwork.Therearetwobasicoptions,oneofwhichisfree.Inthebaseoption,auserbringshisLisaintoadealershipwheretheorigi-naltwoLisadrivesaretakenoutandreplacedwithasingleSonymicrofloppydrive.Newoperatingsoftwareisfur-nishedthatprovidessomeimprovementinoperatingspeed.Thisisdoneatnocosttotheowner;infact,Appledirectlycompensatesthedealerforhiseffort.Inthesecondoption,auserwillgain|thenew10MbyteWinchester,installed|withthemicrofloppydriveinlieuoftheoldLisadrives.Thedealerwillalsoin-stallthecomplexoperatingsystem,whichtakesupseveral33”floppies.Thecombinationoftheimprovedsoftwareandthefasterdiskdrivegivesarefurb-ishedLisaafullfour-foldperfor-manceincrease.However,thisretrofitwillcostLisaownerssomewherebe-tween$1500and$2000.Additionally,anApplespokesmansaysthatdealerswillbeencouragedtoallowsubstantialtrade-invalueforex-istingProFileharddisks,whichwouldhelpdefraycosts.Heaee2hasreplacedLisa’sdual54”drivesandseparateharddiskwithasingleSonymicrofloppyandinternal10MbyteWinchesterdrive.February1984PERSONALCOMPUTING73
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CANYOUNAMETHEWORLD'STHIRDLARGESTSUPPLIER_OFPERSONALCOMPUTERS?77NamingthetwolargestOurAdvancedAndthatmeansdecision,callNECsuppliersofpersonalPersonalComputeryougettheservice,InformationSystemscomputersiseasy.isgraphicallybetter.technologyandrelia-at1-800-343-4419**ThethirdoneisaThemainreasonwebilitythatNECiscelittleharder.It’ssellsomanypersonalfamousfor.~piNEC.;computersisthatwe/That'sright.offersomuch.NECistheTake,forwonninapaample,ourargesDsupplier.*TheAPCisWerenehfaefanBothtalkingabouttheveShaeTHEREAREHUNDREDSandApple.Seoaeeeeaecitycomputers.PERSONALCOMPUTER.AnditofferstheAREBEINGUSEDSLTENGOFWe'retalkingaboutsharpestcolorgraphicsTHOUSANDSOFBUSINESSESseriousbusinesscomputersthatcostbetween$1,000and$5,000.LikeourAPCofanyPCatanyprice.TheAPCalsohasadvancedcommuni-cationscapabilitiesThekindofserviceandsupportthat’smadeourYou'llfindoutwhymoreandmorepersonalcomputerAdvancedPersonalthatletitworkwithSpinwriterfamilytheusersaresayingComputer.allmajormainframes.world’sbestselling“NECandme.”Allinall,theletterqualityprintersAPCissimplyforpersonalyourbestbuy.computers,EveryNEGAPGIsNEConyourbidpersonalcomputerlist?comeswitha$6.1billioncompany.BuyinganAPCmeansyou'llgetthefullsupportofIfwe'renotonyourbidlist,weshouldbe.ButaskyourDataProcessingManagertobesure.Ifyou'da$6.1billionlikemoreinformationcompany.NEC.tomakeyour_NECInformationSystems,Inc.TheAppleLogoisregisteredtrademarkofAppleComputer,IncBaeMASCIRCLE405'SADVANCEDPERSONALCOMPUTERSHAVETHESHARPESTCOLORGRAPHICSINTHEINDUSTRY.Appleiswellawareoftheimportanceofsoftwareinestablishingaproduct.SPECIALREPORTWhenIwanttomovefromthespreadsheetfiletowordprocessingandgraphics,IhavetoswitchtotheMacWriteandMacPaintdiskette.IclosetheMultiplanfilebyclickingasmallboxonthetopofthewindow.BeforeMacwillrefiletheworksheet,itdisplaysacommentboxthatasksif]wanttosavethechangeImade.Boxesmarked“yes”and“no”aretheretoacceptmyanswer.Ichoose“no.”Whenthiswindowcloses,thediskettecontentswindow,withallthefileicons,isrightwhereIleftit(thenewlyopenedworksheetwindowac-tuallycovereditup,justasapieceofpaperwouldcoveranotheronadesktop).IselecttheFilelabelfromthetopmenubar,andchooseEjectDiskfromthepull-downmenu.Thedisk-ettewindowcloses,andafterashortwaitthediskettepopsoutofthedrive.WheneveryouhavetowaitmorethanasecondortwowithMac-jntosh,themousearrowonthescreenturnsintoatinyclockface.Cute.MacWriteandMacPaint(AAAAAACUEAEENextIpopintheMacWriteandMacPaintdiskette,whichAppleisofferingfor$99,andrepeatthedisk-etteandfile-openingsteps.Thetextfilelooksalotlikeitwouldwithothercomputers,excepttheblack-on-grayscreenmakesitlookmorelikeanor-dinarypieceofpaperthananimageonacathoderaytube.Thetextap-earsexactlyasitwillwhenit’sprintedoutonpaper.Youseenotonlythemargindents,andlinespacingyouwillgetinhardcopy,butalsotheunderlining,boldface,andqifferenttypefacesyoumaybeus-_Betweenusingthemousefortextinfectionandhavingdifferenttypefontsandsizesavailableinstantly,wordprocessingwillneverbethegame:AbovethetextwindowintheEeenubarareanappleiconandsixJabels:File,Edit,Search,Format,Fronts,andStyle.Therearealsoiconsspresentingdifferentpagelayouts:oPntjustified,leftjustified,fulljus-RIE(continuedonpage79)THEFLOPPYDISKCONTROVERSY:WHICHSIZEWILLWIN?thaslongbeenacceptedthatmicrofloppies—magneticdiskssmallerthan4”across—wouldeven-tuallyreplace54”disksasthestoragemediaforpersonalcomputers.Andthesmallerthedisk,thesmallerthecomputerthatusesitcouldbe.Thequestionthatremains,though,iswhichsizemicrofloppy?Onemicrofloppydesign,a3”diskpushedbyaconsortiumofJapanesecompaniesincludingHitachi,hasnev-erreceivedseriousconsiderationfromcomputermanufacturersinthiscoun-try,althoughtheHitachidriveisbe-ingusedinsomeJapaneseandEuropeanmachines.Anotherdesign,the34”diskbackedbyTaborandSeagate,hasalsofailedtowinamajorendorsementfromcomputerulturers,Eventhdardofferedb§IBMfailedtowinsupport—thedesignwaslabledinferibythecomputertradepiIBMwithdrewitfromthemarket,Thiswithdrawalendedthespeculationthatthe3”diskwouldshowupontherecentlyintroducedIBMPCjr,whichuses54”dis!It’squitepossiblethatAppleComputer'sdecisitouseSonyadditiondiskdrivesoffprovementoverdiskdrivesitseemsdestinedtosupplant.Thehigh-errotationalspeedandgreaterdatadensityoftheSonydrivesresultsinahigherdatarate,sofileswillloadroughlytwiceasfast.TheSony-standarddrivesarealsoquiet.Theonlywayyou'llbeawarethatapro-cMacinish’s.andquiItisalsoworthnotingthattheMacintoshdiskdrivefollowstheSonystandardformediaonly.WhileHew-lett-PackardandothersusingtheSonydiskdriveshavemaintainedasteadydiskspeeddesign—whichpre-servescompatibilitywithdiskdrivecontrollersdesignedfor54”floppies:Appleisusingavariablediskspeeddesign.Thevariablespeeddesigncompensatesforthefactthattheout-sideportionofadiskrotatesfasterthantheinsidebyvaryingthemotorspeedofthedrive._TheAppledrivestores400k,asop-posedto256kfortheHewlett-Pack-arddriveusedontheHP150touch-computer,adifferencethat$rofloppydiskvesarefastererthan54”drives.Thediskscanbeinashirtpocket.shouldsoondoubleandeventuallyquadrupleasdouble-densityandthen_double-sidedtechnologyisintroduced.‘Soisthemicrofloppyracedecided,onceandforall?Notnecessarily.Atarecentconferenceforthedata-storageindustry,anIBMspokesmansaidhiscompanywouldsoonendorseasub-54”diskstandard,andindustryobserverssaywecanexpecttoseethatstandardusedonthenextgener-ationofIBMmachines.WhatsmalldiskdriveIBMwillgowithisany-body’sguess,butkeenobserversnotethatIBMhasyettofollowApple’sleadonanythingbeyondthetermper-sonalcomputer.F.PhotobyGeorgeB:FrytFebruary1984PERSONALCOMPUTING75
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SeaRonn\yes&,SPERRYPERSONALconPUTE:SPECIFICATIONSzeOPERATINGAUXILseenXILIARYMEMORYHighDelinition‘monochromedisplay.Highresolutioncolordisplay.IBM,compatiblegraphies,COMMUNICATIONS,BuiltinAsynchrorKEYBOARD.Hakeys,6ft.cordback-upee|Exceptforenteringtext,operationsonafilearedoneviathemouse.SPECIALREPORT(continuedfrompage75)tified,andcenteredtext.Thecurrentfileisrightjustified,sothaticonishighlighted.Exceptforenteringnewtext,anyoperationIwanttoperformonthefileisdoneviathemouse.First|se-lecttheportionofthefileIwanttoworkon,thenIchoosethefunctionfromthemenubar.SupposeIwanttochangethetypefaceofonewordfromHelveticatoOldEnglish:Imovethemousepointertothebeginningoftheword,pushthebutton,andsweepthepointeracrosstheword.Withthebuttonhelddown,anytextthepoint-ermovesacrosswillbehighlighted,orselected.Ittakesalittlepracticetogetusedtothis,becausethepointerintextfilesisn’tthefamiliararrow.Instead,it’swhatApplecallsan“[-Beam.”Itlooksliketwobracketsback-to-back.Whenyouwanttose-lectacharacter,word,line,orpara-graph,youholddownthemousebut-tonanddragthepointeracrossthetext.Moveslowlyandyouhighlightonecharacteratatime;movequicklyandyoucancoverwordswithonestroke;movedownalineinsteadofacross,andyou'llselectentirelinesatatime.Ireleasethebuttontoendtheselection(thetextremainshigh-lighted),andmovethepointertotheFontslabel.Iclickthebutton,andthepull-downmenuappears.ImovethepointerdowntotheselectionforoldEnglish,andreleasethebutton.presto!Withinafewseconds,theord|hadselectedchangestoOldtype.Tomoveaparagraph,IJick,sweep;point,click,move,.Tocopyalinetoanotherfile,akethesamesteps,onlywithaferentlabel.ToUnderlinesome-thing,Idothesamething.If|want9movethecursorfromthecurrentioetoanotherendofthefile,there’spasejii-baratthesideofthewindowjlecttheboxandmoveeofthewindowinpro-wmtdiffrolMacWriteistheprogramthatwillquirethemostinteractionwiththerelcg—keyboard,althoughitseemssortofdulltalkingaboutthekeyboardafterknowingwhatthemousecando.TheMacintoshkeyboardplugsintothefrontofthemainunitnearthebase,usingacoiledcordmuchliketheoneonyourtelephonehandset.Initially,thekeyboardlookslikeitsitsuncom-fortablyhighoffthedesktop—there’sathick,angledbasethatwasoriginallydesignedtocontainpull-outreferencecards(itdoesn’t;whenallwasdone,theybecamesuper-fluous).Thekeyboardhasaverynicetouch,however.It’snottoospongy,andnottoostiff.Therearenocursoreasytouse,andmakingthiskindofpowerthissimpleispartoftheApplechallenge.Willthecomputingpublic,givensuchpower,putittouse?Willwebreakawayfromtraditionalmethodsoftextpresentationandex-plorethenewterritoryMacintoshopensup?Itcertainlywon'tbethefaultofMacWriteifwedon’t.Theprogramcomeswithtypesizesrang-ingfrom8pointto72point.Youcanchoosefromseveraldifferentfonts,andyourfontscanbeshowninregu-lar,boldface,italic,shadowed,orout-linedtype.You’reonlyacoupleofpoint/clickmovesfromjazzyreport“Macintoshwillhandle90percentofthespreadsheetspeopledo,”saysJoeShelton,softwareproductmanagerforMacintosh.controlkeys,andtheoldControlkeyhasbeenmoveddownnexttothespacebarandrenamedOption.TheOptionkeycanbeusedinsteadtoissuesomeprogramcommands,andduringkeyboard-intensivetaskslikewordprocessingyoumaypreferthismethod,becauseitdoesn’tforceyoutotakeyourhandsoffthekeyboard.Onthepull-downmenusyoucanselectwiththemouse,theequivalentkeyboardcommandforthesefunc-tionsisshownnexttoitsname.TheoptionsyouhaveavailablewithMacWriteareextraordinarilyheadings,customformats,orwhat-ever.Becauseexperimentingissoeasy,andseeingtheeffectsofyourchangesisinstantaneous,yourcreativityisboundtoflourish.Speakingofcreativity,thetype-styleandbackgroundoptionsfur-nishedwiththeMacWriteandMac-Paintdisketteareonlythetipoftheiceberg:Macintoshalsohasabuilt-inscreeneditingfunctionthatgivesyoucontrolovereachofthescreen’s175,000-plusindividualdotsoflight.Thisutility,calledFatBits,isse-lectedfromthemenubarlikeanyFebruary1984PERSONALCOMPUTING79ly383i2iS3‘e
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HowtomakeyourApplerun31/2timesfaster.JustplugintheAcceleratorII®andwatchyourApple®IIorIIPlustakeoff.ImaginerunningVisiCalc®DBMaster®Applesoft,AppleFortranorPascalwithoutlongdelays.WiththeTitanAcceleratorII,yourAppleIlorIPlusrunstheseprogramsatrue31%timesfasterTheAcceleratorIIalsorunsyourFranklin,BasisandotherAppleIIcompatibles3timesfaster.Thisfastercomputerresponsetimemeanslesswaitingforyouandanincreaseinyourproductivity.ThisTitanexclusivehasitsownfast6502processor,64Kofhigh-speedmemory,andbuiltinfastlanguagecard.Itistransparenttoyoursoftwareandishardwarecompatiblewithmoststandardperipherals.AndyoucanturnifofffromthekeyboardtorunyourAppleatregularspeed.Findouthowtorunfasterandincreaseyourproductivitywithoutbreathinghard,Forinforma-tionontheAcceleratorIIandotherTitanmicrocomputerproducts,seeyourcomputerdealerorcontact:TitanTechnologies,Inc.,PO,Box8050,3990VarsityDr,AnnArbor,MI48107,Telephone(313)973-8422.LJTitTECHNOLOGIES,INC,FonersatunevstEMSOFcweannfnMtAttentiondealers.Askusaboutourspecialdemonstratorunitoffer,SalesandmarketingbyTheMARKETINGRESOURCEGROUP.CostaMesa,CA,AppletsaregisteredtrademarkofAppleComputer,Ine.VisiCalciregisteredtrademarkofVisiCorp,Ine.DBMasteris2registeredrademarkcofStoneware.IneCIRCLE449MacPaintisanincrediblecombinationofsimplicityandpowerinagraphicsprogram.SPECIALREPORTotherfunctionafteryou'veselectedaportionofafile.Theselectedportionisenlargedtoshowtheindividualscreendots(orpixels)thatmakeupthatpartoftheimage,andyoucanpointtoindividualdotsandturnthemblackorwhite.AnartistictouchButtheprogramwherecreativeen-deavorsareprobablymostathomeisMacPaint,whichis,quitesimply,themostincrediblecombinationofsim-plicityandpowerI’veeverseeninagraphicsprogram.IclosetheMac-Writesamplebyclickingthepointerinsidethe“close”boxlocatedinthefilewindow’sborder,andrevealthediskettecontentsiconsagain.Iselectthesamplegraphic,calledMacPaintExample.Thewindowzoomsoutfromtheiconafterafewseconds,andthescreenfillswithasortoffu-turisticartist’seasel.Adrawingareafillsmostofthewindow,buttheleftbordercontains32differentbrushsizesanddrawingshapes,whilethepottomborderoffers32differentpat-ternswithwhichto“paintin”yourdrawings.I’mnoartist,butbychoos-ingshapeoptionsfromtheleft-handselection,|coulddrawperfectovals,squares,circles,trapezoids,stars,orfree-handshapeswithease.Choosingaspecificshape(acircle,forexam-ple)producesa“rubberbanding”ef-fectwhenyoumovethecursorinthedrawingarea.Theshape“pullsout”fromthecenterpointyourbrushstartsat,andyoucanchangeitssizeandproportionsbymovingthecursorjncertaindirections.Onceyouhaveashape,youcanselectapatternfromthebottomroup-Clickonapattern,movetheointerbackinsidetheshapeinthedrawingarea,andclickagain.Yourchapeisthenfilledinwiththatpat-tern.Thegraphicqualityisstunning,andbeingabletoseesuchperfectshapesandpatternsappearsoeasilyislikesuddenlybeingabletoplayaozartconcertoonthepianowith-outhavinghadlessons.gi8OnefeatureofMacPaintthatmayleadthewayintermsofusefulnessistheGallery.Insteadofstoringeachofyourdrawingsinanindividualfile—whichyoucanstilldo,ifyouwish—thisspecialfileletsyoustoremultipledrawingsinoneplaceallatthesametime.Youcanevenviewseveraldrawingsatonce.Notonlythat,butbyusingtheClipboardyoucanselectindividualdrawingsfromtheGalleryandpastethemintotextdocuments.WhatApplehasdonewithMac-WriteandMacPaintismakeawholenewkindofcommunicationpos-sible—afusionofwordsandpicturesheretoforeimpossible.dentofSoftwarePublishing,“It’sgo-ingtorequireanewlevelofsophisti-cationinthesoftwarecommunity,andwethinkit’sgoingtotakeawhileforsoftwarecompaniestodeveloptheexpertise.We’retryingtomakesoft-waresimplerandsimplerforpeopletouse,andasaresult,thatrequiresmoreandmoreeffortinpro-grammingtheapplication.”SoftwarePublishing’sPFS:FileandPFS:ReportwillbeavailableforMacintoshinApril,withitsWriteandGraphprogramstofollowshortlythereafter.ApplehasmadethingssomewhateasierbyputtingitsoperatingsysteminROM.Thesystemcontainscon-PhotobyLeeYoungbloodWithaconverter(center),aMacintoshrunningIBM3270terminal-emulationsoftwareislinkedtothesamemainframeastheactual3270terminal(right).AsmajorbeneficiaryoftheAppleIlsoftwareboomandthebiggestca-sualtyoftheMS-DOSbandwagon,Appleiswellawareoftheimportanceofsoftwareinestablishingaproduct.Tothisend,Applehasworkedcloselywithanumberofsoftwareandhard-waredevelopers,andhasgottenanimpressivecollectionofthemonMac’sside.Whilethemouse,theicons,andthepull-downmenusarewhatmakeMacintosheasyfortheuser,they’realsowhatmakeitdiffi-cultforthedeveloper;theymayhavetorethinkthewaytheydesignsoft-ware,whichisnoeasytask.AccordingtoFredGibbons,presi-trolsforscreengraphics,icons.somepull-downmenusthatsoftdeveloperscantakeadvantageosteadofwritingtheirown,Alongwiththegraphicsdevelopment,how-ever,softwarehouseshavetheprob-lemoffittingwhathaveoftenbeenlargeprogramsintoMacintosh’s128kRAM.LotusDevelopment,whose1-2-3programisabest-sellerfortheIBMPersonalComputer,isplanningtorelamultifunctionalpackageforMacintoshsometimethisyear.Ac-cordingtoMitchKapor,thecom-pany’spresident,“It’samajorpie(continuedonpage85)andFebruary1984PERSONALCOMPUTING84
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TheTexasInstrumentmakesthebestsoftwarralnperan.tenIsMacintoshpartofasystem,isitanelegantproductivitytool,orisitboth?SPECIALREPORT(continuedfrompage81)ofsoftwaredevelopment,comparabletowhatwasinvolvedindoing1-2-3originally.Macisauniqueenviron-ment,andwhatwe’redoingwilltakefulladvantageoftheuniquepartsofthemachine.Sowe'renotsimplyhackingup1-2-3.”Oneafteranother,Macintoshsoftwaredevelopershaveexpressedhighenthusiasmfortheproduct.“Themarketplacedeter-mineswhat'sbest,”Kaporsays,“butMacistheonlythingthatisn’tIBMorIBM-likethathasastrongchanceofbecomingwidelyacceptedasitsownkindofstandard.There’sastrongpossibilityMacwillrecreatetheAppleIIsoftwarephenomenon.”LotusisinvestingwhatKaporcalls“multipleman-years”indevelopmentofapackagethatwillruninthe128kMacenvironment,andMicrosoft'sBillGatespointstoasimilarcommit-ment.“We'vebeenworkingwithAp-pleonMacintoshsoftwareforalmosttwoyears.It’stough.You'vegottomakeyoursoftwaresmall,andyou’vegottoworkwithApple’stools.Thepackageswe'vedoneforMacwillhavemorefeaturesthanthesoftwareonLisa,andtheyfitintoafractionoftheRAM.”Soifwritingrichsoft-warefora128kRAMisdifficult,it’spossible.GatesalsofeelsthatitwillrovewellworthMicrosoft’swhile.“IfApplemeetsits1984salesprojectionsforMac(about500,000units),Macintoshsoftwarecouldac-countfora50percentincreaseinMi-crosoft’sconsumerproductsrevenue,or$50million.Wehaveover10peo-plededicatedtoMacsoftware,andit’saveryenthusteam...it’safunproduct.”MicrosoftBASICandMultiplanareavailableforMacnow,andit’sWord,File,andChartpack-ageswillbeoutbytheendofMarch,accordingtoGates.BarneyStone,theauthorofthepopularDBMasterdata-basepro-sramfortheAppleII,aswellasanewadvancedversionfortheIBMPersonalComputer,willhaveaver-ftheprogramreadyforMac-sion0}intoshthissummer.WhenaskedaboutthelimitationsofMac’sRAMontheeffectivenessofasophisticateddata-basemanagementprogram,Stonesays,“WehavepeopleusingDBMasteron48kAppleIIsinhalfoftheFortune500companies.”Ac-cordingtoMikeBellingofStone-ware,thecompanythatmarketsDBMaster,theadvancedversionfortheIBMPersonalComputerhas560kofprogramcodeinit.“TheMacintoshversionwillhaveallthefeaturesoftheIBMversion,”Bellingsays.“Itwillnaturallyhavetogotothediskmoreoften,butwedon’tthinktheprogramwillrunmuchslowerbe-causeofit.”DBMasterusesauniquefile-managementschemethaten-ablesittosortveryquickly,regard-lessofthenumberofrecordsinthedatabase.OthercompaniesworkingonMacsoftwareincludeSoftwareArts,ThinkTank,HaydenSoftware,ChangLabs,andThinkTechnology.AllwillhaveproductsoutforMac-intoshbytheendoftheyear.Whatelseisnew?Evenifeverymajorsoftwarehouseintheworldweretoannouncetheim-minentarrivalofMacsoftware,therewouldstillbeseveralquestionstore-solvebeforeyoucoulddecidewhetherornotitwastherightcom-puterforyou.Chiefamongthesearecompatibilityandcommunications.IsMacintoshapartofasystem,isitanelegantpersonalproductivitytool,orisitboth?Asforcompatibility,SteveJobspledgesthat“Apple’sfutureisallMacintosh.”Thepromiseisalreadybeingmadegoodthroughareorienta-tionofApple’sproductline.WhenLisawasintroduced,itwasanisolatedproduct,incapableofcom-municatingwithothercomputers,incompatiblewithevenApple'sprod-ucts,andbereftofthird-partysoft-ware.Macintoshandtheproducts|thatsurrounditgoalongwaytowardrepairingthatdamage.ThefirstproductisLisa2,whichwilloffersoftwareandmediacom-patibilitywithMacintosh.Thesec-ondisa300/1200-baudmodem.An-otherisIrmaline(athird-partyprod-uct),whichisaprotocol-converterthatallowsaLisaoraMacintoshus-ingterminalemulationsoftwaretocommunicatewithmainframecom-puters.Theterminalemulationsoft-wareAppleshowedusatourdemon-strationallowedtheMacintoshtoemulateaDECVT-100terminal(forcommunicationswithDEC’sVaxcomputer),aswellasanIBM3270(forcommunicationswithanIBM370mainframe).Thesoftwarewesawdidn’tpermitthedownloadingofdatafromthesecomputers,whichisaserioushandicap,butApplepledgedthatthiscapabilitywouldbeincludedbythetimeoftheproduct’sreleaseduringthefirsthalfofthisyear.OnespecificadvantagetoMac-intosh’scommunicationshardwareisitsuseofRS-422/3serialportsTheseportscantransferdataatupto1,000,000bitspersecond,whichis50timesfasterthanthetransferrateofthemorecommonRS-232port.Mostcommunicationsdevices(modems,protocolconverters)can’thandleanywherenearthis1-megabitrate,buthavingthiscapabilitywillensurethatMacintoshisinstepwithim-provementsincommunicationstech-nology.ThetwoportsarealsocompatiblewithApple’sApplebuscommunicationsnetwork,whichen-ablesupto32MacorLisamachinestoshareexpensiveperipheralslikelaserprintersorhigh-capacityharddrives.Appleplanstocomeoutwithitsownlaserprinterandhigh-capacityharddiskfornetworkappli-cationsbyyear’send.TheApplebusstemusesanextremelysimpleca-blesetupthatallowsindividualma-chinestobelinkedinthenetworkforonly$40perconnection.AnotherimportantadditiontotheMacintoshproductlinewillbeasec-ond,externaldiskdrive,whichwillbe(continuedonpage199)February1984PERSONALCOMPUTING85
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=HiGettingStartedYes,computerswillchangethewayyoudothings.Butthosechangescanbethebrightnewbeginningetmesaythisrightaway:Mylifewithacomputerbeganinanat-mosphereofshameandfear.Evennow,asIsitatakeyboardandwatch—delighted—asobedientelectronsdotheirpreciseformationdrillatmycommand,Iamsurprisedthatsuchasceneofdomesticblisscametobe.Foronething,|havealwaysconsid-ereditanessentialpartofmystyletoregardwithutterdisdainanywritinginstrumentmoremodernthanthequillpen.Thoughmycrabbedhand-writinglongagoforcedmeintotheageofthetypewriter,Ionlywentsofarastopurchaseasmallportable,whichIthenforcedtolaborformeforaquarterofacentury.Whencomputertalkbegantore-placepolitics,psychoanalysis,andeventhatoldfavorite“interpersonalrelationships,”|feltnothingbuthor-ror.Onceinawhile,awriteratapartymightmention—withacertainAncientMarinergleaminhiseyes—thathehadbeguntouseacomputerforwordprocessing,andIcountedhimamongthelost.Eventhetermstruckmeasunseemly,relatedsome-howtofoodprocessing.Once,whenIhadwrittenanarti-clefortheSundaymagazineofama-jornewspaper,myeditorthereaskedOwenEdwardsistheco-authorofQuintessence(Crown).HeandhisKayproIIarecurrentlyatworkonabookentitledQuintessentialTechnology.86=PERSONALCOMPUTINGFebruary1984forMarinersofeveryagebyOwenEdwardsmetocomeinandeditthepiecewithher.Likekidsatamovie,wesatinfrontofhervideodisplayterminal,splittingthescreen,movingblocksoftext,sendingentirefaultysentencesoffintotheetheratthetouchofakey.Iwillownuptoamomentaryfeelingofhavingstumbledonmagic,butherattitudewassoprosaicthatIdecidedIwasjustbeingimpression-able.Afterafewhoursbackatthetraditionalagonwithmypluckyportabletypewriter,theelationwasforgotten.Then,ayearorsolater,Iembarkedonabookprojectthatre-quiredkeepingtrackofpageafterpageofresearchmaterial—every-thingfromcorporatepressreleasestoyellowingbitsofnewspaperstories.Imayaswellpointoutthat|amverynearlyfeeble-mindedwhenitcomestoorganization,andbythetimethebookwasfinishedmyofficelookedasifithadbeenransackedbycustomsagents.Thatabook,neatlyfittedbe-tweentwocoversandwritteninde-centEnglishthroughout,emergedfromthatmaelstrom,isnothingshortofamiracle.That|hademergedintactwasnotsocertain.Thereseemednoway,shortofalobotomy,evertobringbackanysemblanceofordertoeithermyofficeormymind.Andsuddenly,withafullnessthatMadisonAvenuedreamsof,theideaofacomputersprungforth.“Control,”whisperedacomfortingannouncer’svoiceasdreamboxeswithmiraculoussoft-waredriftedintomydesperateimag-ination.“Power.Precision.Order.”thevoicewenton.Itookonemorelookaroundatthechaosofthepre-viousyear,andthrewmyselfonthemercyofthenewage.Ididnot,however,rushintoitsarms.Ratherthandowhatanyonewithanounceofdecisivenessmighthavedoneandgonedowntothenear-estcomputerstorewithcheckbookinhand,|gavemyselfwhatInowper-ceiveasadisgraceperiod.Whichistosay|orderedacomputerfromKay-proinSouthernCalifornia,farenoughfrommyManhattanaddresstokeepmefromhavingtofaceuptomynewlifeforacoupleofweeks.Unconsciously,perhaps,IrelishedthedelaybecquseIknewthatlikeanyself-respectingwriterIwouldfeeljustifiedindoingabsolutelynoworkuntilthemachinearrived.|mean,whyworkinanoutmodedtechnologywhenthefutureisjustafewdaysoff?Thissweetlimbolastedlessthan24hours.Earlyonagunmetaldawn|satboltuprightandrealizedwithashudderthatthearrivalofthecom-puterwasinthesameleagueasavisitfrommyAuntMildred.Isthereany-oneoutthereluckyenoughnottohavesomerelativesocriticalandTheexpectantcomputeruserisstruckwithafeelingofmalaiseashesurveyshiscurrentlifestyle.Minoradjustmentsmaybeinorderbeforethecomputerarrives.Clapp-TrappBYDOUGCLAPPContributingEditorheMacintoshhasbeenofficiallyannounced,andIhaveaproblem.Theproblemisdrivingmecrazy,You,however,willprobablythinkit’sprettycute.I'monthephonetoDavidNeedle,underratednewseditorofInfoWorld.Asusual,I’mbeggingforideas,nomatterhowsmall,thatIcanpadintocolumnlength.I'mdowntoaskingifhe’sseenanygoodTVshowslately.ThenDavidsays:“Hey,willhaveannouncedtheMacintoshwhenthatissue'sout.Whydon’tyoudoacolumnontheMacintosh?”Infact,I'dalreadywrittenaMaccoluma,althoughit-centeredmostlyonMacdivisjonpeople.AstotheMac,thecolumnonlyteasedabit(hadIsaidmore,Applewould'vehadmeincourtforlifeorsentanastymanovertobreakmymonitors).ButnowIcanwriteaboutthemachine.Soit’sanatural:acolumnabouttheMacintosh,Afterall,I'vebeenvisitingtheMacdivisionsinceMarchof'83;I'vehadaprototypesincelastOctober;I'vegotreamsofMacdocumentationandoodlesofMacsoftware;I'veinterviewedthepro-grammersandthehardwareguys;I’vewrittenarticlesabouttheMac(forpublicationafterrelease);andonandonandon.Acolumn'sanatural!Tenminuteslater,Igetasinkingfeeling:HowcanTIpossiblywriteacolumnabouttheMacintosh?Here'sthereason:Ihaveavestedfinancialinterestinandhasbeentryingtomakealivingfromthemeversince.Hisworkhasappearedinnumerousstuffycomputerperiodicals.IfyouwanttocorrespondwithDougdirectly,writetothefollowingaddress:620StuartAvenue,Crookston,MN56716,MakemineMacintoshthesuccessofMacintosh,havingwrittenabookaboutthemachine.IfltheMacdoeswell,Idowell,tosomedegree.Tobemoreblatant:it’stomydirectfinancialadvantagetopumpthisbabyupforallit'sworth.I'vegothousepayments!Icouldomitthatfact,butcraftyreaderswouldcatchonelentually.Be-sides,confessionisgoodfor|thesoul.SoanythingIsayissus,then,istosuspectanythihereonout.Remember]it’stomyadvantagetomaketheMhclookgood.Don'tforget,okay?Ifeellotsbetter.Now,abouttheMacintosh:thisisthegreatestcomputerintheworld!It’ssmall,it’sfast,it’seasytouse,it’spowerful,thesoftMagnificient.It'sthebestHusiness/word-Processing/home/game/programmingcomputereverdevisedbyankind,andeveryoneshouldbuyfourbrfiveMacs!Maybemore!HowamIdoing?Let'stryamorereasonedapproach.HerearethequestionsabouttheMacIgetmostfrequently,followedbymycomplete-lybiasedanswers:Isittruetherearenocursorkeys?Isthemousereallybetter?Afterusingthemouseforafewhours,you'llgrimaceatthethoughtofcursorkeysormauselesscomputers.Askanyonewho'susedaMacorevenamouse-drivenIBMPC.(Ofcourse,twobuttonsareadrag.)EditingtextwithaMacmouseisajoy.Askanyone.What,nocolor!Yes,Virginia,thereisnocolor.Butyouwon'tminditabit.1knowthisstretchescredulity,butit’strue.TheMacdisplayprovidesarangeofpatternsandtexturesandagraphicdepththatmakebig,fuzzycolordotsunnecessary.Granted,colorisnice(andwillarrive,eventually),butthecrispblack-on-whitedisplayistotallysuperiortoeventheverybestgreenorambermonitors.You'llloveitandyouwon'tmisscolor.NowgobackandreadtheseventhParagraphofthiscolumn.What,noslots?Doyoureallywantslots?Siotsarecrevicestothrowmoneyinto,afterall.Doreisincredi-~blygreat,andthehardwareis.SeseccccevceayouwantsoftwarethatonlyworksonsomeMac’sorsoftwarethatworksoneveryMac?Standardizationmeansmoresoftwareandlessconfusion.DoyoulikesettingDIPswitches?Moreonslots:togetanIBMRE:somewhatclosetoaMac,youneedthesecards:amonochrome-monitorcard,agraphicscard(partofit,anyway),adisk-drivecard,asound-generation/voice-syn-thesiscardandacardwithtwohigh-speedRS-422serialports,ifthat’sevenavail-able.Afterall-that,you'releftwithaslow,nonstandard,clunkycomputerthat’sjusttakenyoufarabunchofmoney,Stillmoreonslots:okay,okay,Te.Will.haveanexpansionboxavailable.Buyabunchofcards,seeifIcare,Is128KenoughRAM?Yesandno,Thereisnosuchthingas“enoughRAM.”Still,youdon’tneedmoreuntilyouneedmore.Applegetsaroundthe128Klimitinsomecleverways.First,there'saSegmentLoaderthatallowsprogrammersgreatflexibilityinbreakingupmonsterProgramsintomanageablechunks.Second,the64KofROMispackedwithroutinesthatpro-grammerscanaccesstoreducetheRAMneededforprograms.Thentoo,256Kchipsareontheway,whichmeans512KMac's—whichshouldendtheRAMcontroversyforatleastfourorfivemonths.Willtherebesoftware?Tons.Andgoodstuff:easytouse,fastandgreat.Microsoft,inParticular,hasafulllineofknock-outstuffontheway.Andwilltherebemorehardware?Sure.Harddisks,sk»plotters,auratt,plmodems,WilltheMacsuccee,marketplace?Beatsme.‘dinthebusiness_Let'sfaceit:I'minlove,andloveisblind.Forme,theMacintoshwasablinddatethatgotoutofhand.Yourjob,asastuteconsumers,istotryformoreobjectivitythanI'vemanagedhere.Putonyourbestsuit,pickupabouquet(nottoses,please!)andgocalling.|thinkyou'regonnahavearealgoodtime.Idid,@re26February13,1984InfoWorld——
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IsMacintoshpartofasystem,isitanelegantproductivitytool,orisitboth?SPECIALREPORT(continuedfrompage81)ofsoftwaredevelopment,comparabletowhatwasinvolvedindoing1-2-3originally.Macisauniqueenviron-ment,andwhatwe'redoingwilltakefulladvantageoftheuniquepartsofthemachine.Sowe'renotsimplyhackingup1-2-3.”Oneafteranother,Macintoshsoftwaredevelopershaveexpressedhighenthusiasmfortheproduct.“Themarketplacedeter-mineswhat’sbest,”Kaporsays,“butMacistheonlythingthatisn’tIBMorIBM-likethathasastrongchanceofbecomingwidelyacceptedasitsownkindofstandard.There’sastrongpossibilityMacwillrecreatetheAppleIIsoftwarephenomenon.”LotusisinvestingwhatKaporcalls“multipleman-years”indevelopmentofapackagethatwillruninthe128kMacenvironment,andMicrosoft'sBillGatespointstoasimilarcommit-ment.“We'vebeenworkingwithAp-pleonMacintoshsoftwareforalmosttwoyears.It’stough.You'vegottomakeyoursoftwaresmall,andyou'vegottoworkwithApple’stools.Thepackageswe'vedoneforMacwillhavemorefeaturesthanthesoftwareonLisa,andtheyfitintoafractionoftheRAM.”Soifwritingrichsoft-warefora128kRAMisdifficult,it’spossible.GatesalsofeelsthatitwillprovewellworthMicrosoft’swhile.“IfApplemeetsits1984salesprojectionsforMac(about500,000units),Macintoshsoftwarecouldac-countfora50percentincreaseinMi-crosoft’sconsumerproductsrevenue,or$50million.Wehaveover10peo-plededicatedtoMacsoftware,andit’saveryenthusiasticteam...it’safunproduct.”MicrosoftBASICandMultiplanareavailableforMacnow,andit’sWord,File,andChartpack-ageswillbeoutbytheendofMarch,accordingtoGates.BarneyStone,theauthoroftheopularDBMasterdata-basepro-gramfortheAppleII,aswellasanewadvancedversionfortheIBMPersonalComputer,willhaveaver-sionoftheprogramreadyforMac-pintoshthissummer.WhenaskedaboutthelimitationsofMac’sRAMontheeffectivenessofasophisticateddata-basemanagementprogram,Stonesays,“WehavepeopleusingDBMasteron48kAppleIIsinhalfoftheFortune500companies.”Ac-cordingtoMikeBellingofStone-ware,thecompanythatmarketsDBMaster,theadvancedversionfortheIBMPersonalComputerhas560kofprogramcodeinit.“TheMacintoshversionwillhaveallthefeaturesoftheIBMversion,”Bellingsays.“Itwillnaturallyhavetogotothediskmoreoften,butwedon’tthinktheprogramwillrunmuchslowerbe-causeofit.”DBMasterusesauniquefilee-managementschemethaten-ablesittosortveryquickly,regard-lessofthenumberofrecordsinthedatabase.OthercompaniesworkingonMacsoftwareincludeSoftwareArts,ThinkTank,HaydenSoftware,ChangLabs,andThinkTechnology.AllwillhaveproductsoutforMac-intoshbytheendoftheyear.Whatelseisnew?Evenifeverymajorsoftwarehouseintheworldweretoannouncetheim-minentarrivalofMacsoftware,therewouldstillbeseveralquestionstore-solvebeforeyoucoulddecidewhetherornotitwastherightcom-puterforyou.Chiefamongthesearecompatibilityandcommunications.IsMacintoshapartofasystem,isitanelegantpersonalproductivitytool,orisitboth?Asforcompatibility,SteveJobspledgesthat“Apple’sfutureisallMacintosh.”Thepromiseisalreadybeingmadegoodthroughareorienta-tionofApple’sproductline.WhenLisawasintroduced,itwasanisolatedproduct,incapableofcom-municatingwithothercomputers,incompatiblewithevenApple’sprod-ucts,andbereftofthird-partysoft-ware.Macintoshandtheproducts|thatsurrounditgoalongwaytowardrepairingthatdamage.ThefirstproductisLisa2,whichwilloffersoftwareandmediacom-patibilitywithMacintosh.Thesec-ondisa300/1200-baudmodem.An-otherisIrmaline(athird-partyprod-uct),whichisaprotocol-converterthatallowsaLisaoraMacintoshus-ingterminalemulationsoftwaretocommunicatewithmainframecom-puters.Theterminalemulationsoft-wareAppleshowedusatourdemon-strationallowedtheMacintoshtoemulateaDECVT-100terminal(forcommunicationswithDEC’sVaxcomputer),aswellasanIBM3270(forcommunicationswithanIBM370mainframe).Thesoftwarewesawdidn’tpermitthedownloadingofdatafromthesecomputers,whichisaserioushandicap,butApplepledgedthatthiscapabilitywouldbeincludedbythetimeoftheproduct’sreleaseduringthefirsthalfofthisyear.OnespecificadvantagetoMac-intosh’scommunicationshardwareisitsuseofRS-422/3serialports.Theseportscantransferdataatupto1,000,000bitspersecond,whichis50timesfasterthanthetransferrateofthemorecommonRS-232port.Mostcommunicationsdevices(modems,protocolconverters)can’thandleanywherenearthis1-megabitrate,buthavingthiscapabilitywillensurethatMacintoshisinstepwithim-provementsincommunicationstech-nology.ThetwoportsarealsocompatiblewithApple’sApplebuscommunicationsnetwork,whichen-ablesupto32MacorLisamachinestoshareexpensiveperipheralslikelaserprintersorhigh-capacityharddiskdrives.Appleplanstocomeoutwithitsownlaserprinterandhigh-capacityharddiskfornetworkappli-cationsbyyear’send.TheApplebussystemusesanextremelysimpleca-blesetupthatallowsindividualma-chinestobelinkedinthenetworkforonly$40perconnection.AnotherimportantadditiontotheMacintoshproductlinewillbeasec-ond,externaldiskdrive,whichwillbe(continuedonpage199)February1984PERSONALCOMPUTING85
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Clapp-TrappBYDOUGCLAPPContributingEditorheMacintoshhasbeenofficiallyannounced,andIhaveaproblem.Theproblemisdrivingmecrazy.You,however,willprobablythinkit'sprettycute.I'monthephonetoDavidNeedle,underratednewseditorofInfoWorld.Asusual,I’mbeggingforideas,nomatterhowsmall,thatIcanpadintocolumnlength.I’mdowntoaskingifhe’sseenanygoodTVshowslately.ThenDavidsays:“Hey,willhaveannouncedtheMacintoshwhenthatissue'sout.Whydon’tyoudo@columnontheMacintosh?”Infact,I'dalreadywrittenaMaccoluma,althoughit.centeredmostlyonMacdivisjonpeople.AstotheMac,thecolumnonlyteasedabit(hadIsaidmore,Applewould'vehadmeincourtforlifeorsentanastymanovertobreakmymonitors).ButnowIcanwriteaboutthemachine.Soit'sanatural:acolumnabouttheMacintosh.Afterall,I'vebeenvisitingtheMacdivisionsinceMarchof'83;I'vehadaprototypesincelastOctober;I'vegotreamsofMacdocumentationandoodlesofMacsoftware;I'veinterviewedthepro-grammersandthehardwareguys;I'vewrittenarticlesabouttheMac(forpublicationafterrelease);andonandonandon.Acolumn'sanatural!Tenminuteslater,Igetasinkingfeeling:HowcanIpossiblywriteacolumnabouttheMacintosh?Here'sthereason:IhaveavestedfinancialinterestinDougClappwaslongagoseducedbycomputersandhasbeentryingtomakealivingfromthemeversince.Hisworkhasappearedinnumerousstuffycomputerperiodicals,IfyouanttocorrespondwithDougdirectly,writetothefollowingaddresss:620StuartAvenue,Crookston,MN56716,MakemineMathesuccessofMacintosh,havingwrittenabookaboutthemachine.IfltheMacdoeswell,Idowell,tosomedegree.Tobemoreblatant:it’stomydiyectfinancialadvantagetopumpthisbabyupforallit’sworth,I'vegothousepayments!Icouldomitthatfact,butcraftyreaderswouldcatchoneventually.Be-sides,confessionisgoodfor|thesoul.SoanythingIsayissuspect.Yourjob,then,istosuspectanythingIsayfromhereonout.Rememberit’stomyadvantagetomaketheMhclookgood.Don'tforget,okay?Ifeellotsbetter.Now,abouttheMacintosh:thisisthegreatestcomputerintheworld!It’ssmall,it’sfast,it’seasytouse,it'spowerful,thesoftwareisincredi-blygreat,andthehardwareis.magnificient.It'sthebestHusiness/word-processing/home/game/programmingcomputereverdevisedbyankind,andeveryoneshouldbuyfourbrfiveMacs!Maybemore!HowamIdoing?Let'stryamorereasonedapproach,HerearethequestionsabouttheMacIgetmostfrequently,followedbymycomplete-lybiasedanswers:Isittruetherearenocursorkeys?Isthemousereallybetter?Afterusingthemouseforafewhours,you'llgrimaceatthethoughtofcursorkeysormouselesscomputers.Askanyonewho'susedaMacorevenamouse-drivenIBMPC.(Ofcourse,twobuttonsareadrag.)EditingtextwithaMacmouseisajoy.Askanyone.What,nocolor!Yes,Virginia,thereisnocolor.Butyouwon'tminditabit.Iknowthisstretchescredulity,butit’strue.TaeMacdisplayprovidesarangeofpatternsandtexturesandagraphicdepththatmakebig,fuzzycolordotsunnecessary.Granted,colorisnice(andwillarrive,eventually),butthecrispblack-on-whitedisplayistotallysuperiortoeventheverybestgreenorambermonitors.You'llloveitandyouwon'tmisscolor.Nowgobackandreadtheseventhparagraphofthiscolumn.What,noslots?Doyoureallywantslots?Slotsarecrevicestothrowmoneyinto,afterall.DoicintoshyouwantsoftwarethatonlyworksonsomeMac’sorsoftwarethatworksoneveryMac?Standardizationmeansmoresoftwareandlessconfusion.DoyoulikesettingDIPswitches?Moreonslots:togetanIBMPCsomewhatclosetoaMac,youneedthesecards:amonochrome-monitorcard,agraphicscard(partofit,anyway),adisk-drivecard,asound-generation/voice-syn-thesiscardandacardwithtwohigh-speedRS-422serialports,ifthat’sevenavail-able.Afterall-that,you'releftwithaslow,nonstandard,clunkycomputerthat’sjusttakenyouforabunchofmoney.Stillmoreonslots:okay,okay,Tecmarwill.haveanexpansionboxavailable.Buyabunchofcards,seeifIcare.Ts128KenoughRAM?Yesandno,Thereisnosuchthingas“enoughRAM.”Still,youdon’tneedmoreuntilyouneedmore.Applegetsaroundthe128Klimitinsomecleverways.First,there'saSegmentLoaderthatallowsprogrammersgreatflexibilityinbreakingupmonsterprogramsintomanageablechunks.Second,the64KofROMispackedwithroutinesthatpro-grammerscanaccesstoreducetheRAMneededforprograms.Thentoo,256Kchipsareontheway,whichmeans512KMac's—whichshouldendtheRAMcontroversyforatleastfourorfivemonths.Willtherebesoftware?Tons.Andgoodstuff:easytouse,fastandgreat.Microsoft,inparticular,hasafulllineofknock-outstuffontheway.Andwilltherebemorehardware?Sure.Harddisks,plotters,modems,younameit.WilltheMacsucceedinthebusinessmarketplace?Beatsme.Let'sfaceit:I'minlove,andloveisblind.Forme,theMacintoshwasablinddatethatgotoutofhand.Yourjob,asastuteconsumers,istotryformoreobjectivitythanI'vemanagedhere.Putonyourbestsuit,pickupabouquet(notroses,please!)andgocalling.Ithinkyou'regonnahavearealgoodtime.Idid.e
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(QUADLINK:RUNAPPLESOFTWAREONYOURIBMES|~POPULAR__===DaasBpplesnewesttecnologyinapersonaloracompletereportturntooea9_yth)ot)waePaes52525repioa,
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THEDAYTHEIBM’°PERSONALCOMPUTERBECAMEOBSOLETE.Itwasaimondayiintheautumnof83,ThedaytheyannouncedtheLeadingEdge®PC-apersonalcom-puterthat’sjustplainbetterthantheIBM®PC,atjustabouthalftheprice.ThesacingEagePCisfaster(bymorethan.morepowerful,moreflexibleandimoredependableGorexample,ourdiskdriveshavea“meantimebetweenfailures’of20,000hours,versus.an8,000-hourMTBFfortheirs).it’scompatiblewithjustaboutallthesoftwareandperipheralsthattheIBMiis.And.unlikeIBM's,ourscomescom-pletewithahigh-resolutionmonitor,controller,sevenexpansionslots,serialport,parallelport,atime-of-dayckaeinesmemoryvs.ishundredsofdollarsworthofsoftwaretogetyouupandrunningimmediatelyincludingMS®'-DOSversion1.25,GWBasic,andLeadingEdgeWordPro-cessing(themostpowerfulwp.programevercreatedtorun.onanIBM-typepersonalcomputer).Inshort,thebasicpackagecomestoyoucompleteandireadytowork.NatoteGhataneNoygetchargedextraforeverything.EvenforthePCDOSdaknetmakesRrorncetaitrun(anextra$40)...and$170Justforthetimeofday(acalendar/clockthat'sstandardwithLeadingEdge).Inshort,thebasicpackagecomestoyouasaveryexpensivepaperweight.It'sthissimple:TheLeadingEdgePersonalComputeristhefirstandonlyserlousalternativetotheIBMPC.andathenly$2676fortheLeadingEdgePCGet‘tiousIntheageofthepersonalcom-putesLeadingEdge,meanswhatitsays.LEADINGEDGEPRODUCTS,INC,225TURNPIKESTREET,CANTON,MA©2021,HHSOO-SS-6838,NMASSACHUSETTS.(617)828-8160(BMisa\registeredtrademarkofintamationalBusinessMachinesCorporation.Gircle42oninquirycard.
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[ROTRUILAVRRCOMPUTINGCOLUMNS51Small-BusinessComputingbyA.RichardImmel—Therentingofmajorsoftwarepackageshassetoffaroundoflegalskirmishesbetweentherentalcompaniesandthemanufacturers.56TelecomputingbyStevenLevy—Ourletter-writingcolumnistweighsthemeritsofCompuserve'sE-MailandSourcemailaspostoffices.AdvancedTechnologybyThomHartmann—Researchintobiochipsmayproduceamolecularcomputer—onethatcaneat,think,andevenreproduceitself.75EducationalComputingbyDanWatt—Whatexactlyis“computerliteracy’’?Thecontroversydeepensaseducatorstrytosetgoals.FEATURES102ComputersinScienceFictionbyMichaelKurland—Sciencefictionwriterstotallymissedtheboatinpredictingthenatureofcomputers.110IBMPCjr:WillItSell?byA.RichardImmel—Forecasterssaythatthere'samarketforJuniordespiteitslackofdesigninnovations.116DocumentationComesofAgebyScottRosenberg—Newapproachesaremakingthoseformidablemanualsmoreuser-friendly.123Low-CostFORTHbyJulieKnottandDavidProchnow—OurreviewofaFORTHfortheVIC-20revealsthepowerofthisincreasinglypopularlanguage.COVERSTORY80Apple’sMacintoshbyMichaelJ.Miller—ApplehashighhopesfortheMacintosh.Witha32-bitmicroprocessor,3%-inchdisks,andotherinnovationsthatmakeitremarkablyeasytouse,it'saveryaffordablecomputerthatbreaksawayfromthepack.ToseewhyMacissodif-ferent,readthismonth’‘scoverstory.2March1984PopularComputing
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‘HowMECAexpertstaughtusmoreBasicViaacintactlinonehourtnanwe|_|»Adacuntoshastepaheadindeliveringadvancedpersonal-computerpowertothemasses.Thatcom-7panyisApple.Andalthoughitsprogresshasnotalwaysbeensmooth,ithasremainedtruetoaprimarygoal:toextendourknowledgeofwhatcomputersareandhowtheycanchangeourlives.Apple'searlyeffortsfocusedonthehobbyists.WiththeAppleIsandIIs,thecompanywnprovidedtechnicalinformationandencouragedpeopletoremovethecoverandexperi-Mmentwiththehardwaretotheirheart’sdelight._itneyThistimearound,Appleistargetingallend-users,includingthemajoritywhoareun-Dadwillingtotackletheintricaciesofboard-levelmodifications,andchallengingthemtoex-Myploretheworldofsophisticatedapplicationssoftware.MomApple'snewmachineistheMacintosh,alow-costpersonalcomputerdesignedtoletavastuseraudienceexpanditsknowledgeofcomputerpowerbyusingadvancedhard-warewithanelegantsoftwareenvironment.JoinusonthefollowingpagesaswebeginanexcitingadventurewithApple'slatestcreation.“BASICBUILDINGBLOCKS"letsusinteractwithourcomputerandlearnatourownpace.Dadsaysit’ssoeasytouse,iteveneliminatestheneedforhimtoreadthemanual.YoushouldseealltheprogramsMomhaswrittenbyherself.|likeitbecauseitreallygetsintothefunofthecomputer...fast.BASICBUILDINGBLOCKSislikehavingpersonalcomputerexpertsinourhouse.”+Aunique,challengingandenter-tainingintroductiontoBASICprogramming«Consumertestingshowsthat9outof10peopledidn’tevenneedthemanual.«BASICcommandsfullydemon-strated,includingdiskaccess,soundandgraphics.g°Over60sampleprogramsexe-CcutingsoyoucanseehowBASICcommandswork,learnprogramstructureandflowofcontrol.«Innovativeprogramdesignforfreedomofmovementany-whereinthetutorial.Thisletsyoutestsampleprogramsatyourownpaceuntilyouunder-standhowtheywork.+Actuallyencouragesyoutowriteandtestyourownprograms.+Designusefulprograms,tracetheirflowanddetectpro-grammingerrors.DesignedforIBM,AtariandApplePersonalComputers.Availablewherefinesoftwareissold,meciSoftwarethatmakesyourhomecomputerworthhaving,4984.MICROEDUCATIONCORPORATIONOFAME!85RIVERSIDEAVE.-WESTPORT,CT«O6880.(203)222-1000CIRCLE48480March1984PopularComputing
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WillwebreakawayfromtraditionalcomputingmethodstoexplorethenewterritoryMacintoshopensup?SPECIALREPORTMACINTOSH(continuedfrompage85)availablefromApplesometimedur-ingthefirstquarter.AlsoavailablewillbetheImagewriter,whichisa$475dot-matrixprinterthatisplug-compatiblewithMacintoshandwillfaithfullyreproducethevariousfonts,patterns,andstylesyoucancreatewithtextandgraphics.Tecmar,adeveloperofcommuni-cationshardwarefortheIBMPer-sonalComputerhasannouncedthatitwillhaveitsownDECVT-100terminalsoftware,anda300/1200-baudmodemforMacintoshavailablewithinamonth.ItwillalsobeofferingaremovablecartridgeharddiskandaprinterbufferwithastandardCentronics-typeinterfacewithinthesametimeframe.Sinceple’sowninterfacesarenon-standardtheTecmarbufferwillmaketheconnectionbetweenMacandmostprintersonthemarket.Davong,amanufacturerofApple{1andIIIharddiskdrives,willbeshippinganexternalharddiskandstreaming-tapebackupsysteminMarch,withanofficecommunica-tionsnetworktofollowinmid-year.Alltogether,thesenewproductsandthird-partysupportindicatethatindustryconfidenceinMacintoshisnigh.Sowhataboutuserconfidence?willthemarketpickupApple’ssauntletandbuythisnewmachine?Thatdependsoneachperson'sneeds,¢.Ifyouneedtohaveamon-|(continuedfrompage61)usedasmuchofmainmemoryastheyneededfortheoperatingsystemandQuickdrawprimitives—reportedlyafull512kwhenLisawasfirstreleased—thecostgoalsofMacintoshmeanttheyhadtoshrinkthatdowntofitin64kofReadOnlyMemory.Ittookanextraordinaryeffort.At-kinsonsaysthecharacterdrawingrou-tinewasredonefromscratch12times,andonlyafterhisfourthcompletepassovertheassemblylanguagecode,squeezingabytehereandabytethere,wasAndyabletomakeitallfit.EveryoneontheprojectcreditsJobswithmotivatinghissmall,hand-pickedteamtosuchextraordinaryefforts:UpuntiltheannouncementofMacintoshtherewere30to40peopleworking100hourweeks,theirlivesdevotedtoget-tingthelittlebabyoutthedoor.ThiswasachangedmanfromtheJobswhoverycarlyintheprojectbetJohnCouch,headoftheLisaproject,thatMacintoshwouldbeintroducedfirst.Jobshadlong-sincepaidhisdebtwhenMacwasfinallyreadyforunveiling,andAtkinsonsaysMacintoshwasallthebetter,andApple’schairmanallthewiserforit.“Helearnedthatyoudon’thaveababyinsixmonths.Ittakesninemonthsevenifyou'reSteveJobs.”ThoughtheintentfromthebeginningwastoprovideonlypartofLisa’scapa-bility,theMacintoshteamthinkstheyactuallybuiltabettermachine.“Inordertoappealtoasmanypeopleaswewantto,amachinehastorespondalmostinstantly,”saysAndy.“Andthat’ssomethingLisasortofblew.Notwereholdingforhiminmedschoolor|letitgotosomeoneelse.“Everybodywasreallydown,”saysAtkinson,“butAndymetthechallenge|whenwethrewBud’sresponsibilitieson|him.”TheMacteameventuallygave|AndyHertzfeldathick,solid-bronze|heromedalforholdingtheprojectto-gether.“Andy'sgotthesoulofMactieddown,”saysAtkinson.“He’salways|thinkingintermsoftheuserandwhat’s|sospecialandwonderfulaboutMacfromthatpointofview.”TalkingaboutheromedalsisalittletoughforHertzfeld.ButaskhimwhatMacintoshisallaboutandhetalkseas-ily,watchingyoureyestoseeifthesparkofexcitementhascaughtthereyet.Thedream,heexplains,beganwhentheyfirstsawLisarunning.“Butyoucouldn’thavearevolutionifonlyfatcatscouldtakepart,”hesays.ThedreambecameThePeople'sLisa.“Wehadtochangecomputingfromdrudgeryintofun.Wewantedtobuildacomputerthatwouldastonishandde-light,”hesays.Hespeakswistfullyaboutthediscoverythatitsimplycouldn’tbedonefortheoriginaltargetpriceof$1500,butthenthefervorreturns.“IBMisthreateningtotakeover,”hesays,“andmakeusingapersonalcom-putertooboringtoexpecteverybodytowantone.Lookattheindustry—it’sbe-comingnothingbutIBMclones.Mac-intoshisthelastchance.Itcansavecomputingfrombeingmundaneandnofunandchangeitintosomethingaliveandvibrant.”|IfAndyisbearerofthesoulofMac-|Here’stheeasiestwaytobuyqualidiskettesatdiscountpricesxfcours’:Aaamis4|sterspreadsheetallinRAMatonce,Macintosh.Macintoshisfast.intosh,heisalsoevangelist,anem-NowWallCantGaterOctianTeULRTEAAmiaieeSiCesterSPI3bodimentonthere'xror-freedoubledensitydiskettesbythenMacisn'tforyou.Orifyouhave|4peraccessesMac’ssoulsicantiieaMecmtests)IBM,ControlData,MaxellandVerbatimdeliveredtoyourhavemediacompatibilitywith:-projectteam:He'sasclosetoatrue|door.ForsomeofthelowestpricesaroundtoMacintoshcameclosetostayinginAp-believerasamancanbe.HebelievesYousavebecauseweshiphugevolumesofmagneticMS-DOScomputers,thenMacisn’tOrifyouabsolutelyhavetople’slabsevenbeyondthisJanuaryMacintoshisthebestpossiblecomputermediainboxesof10.foryou.y©10|4th.Aboutayear-and-a-halfintotheforthemoney.HebelievesBill|ethi:Bibshaveacolordisplay,thenMacisn’tMacproject,disasterstruck.BudAtkinson’sMacPaintwillconvincepeo-ieaezipstomtoll-free.iforyou.Butifyou'rewillingtosee|Trible,thesoftwarearchitect,hadtogoplethattheydon’thavetochoosebe-1-(800)-FLOPPYSoeaeusthowthisnewcomputingworks,backtomedicalschool.Hehadstartedtweendoingworkandplayingagame:1-(800)-521-5700pForesI‘andifyeuwantacomputerthat|ontheprojectwiththebelief,fosteredthatworkcanbefun.Heharborsonly|Michigane1-800-482-4770Vame|antxonsyoutoexplorenewwaysof|byJobs,thathewouldbeabletocom-thebarestglimmerofuncertainty,andSaReTTcantseeaenycompanysorkingandcommunicating,andpletetheworkduringhisyear’sleaveofthatisthis:WillApplesellenoughNeat%0JAdress~fworkingathefinestpersonal-|absence.HeextendedthatleavebysixMacintoshcomputerstoreallychangeaske/Hawall°1-600-82i20291i_—.IthatPaceschnologyintoa21-|months,butfinallywentbackwhenhetheworld?RCTHAGHGBeeRTakoeUeooState—__Zip__!COeeeinesthechallenge|Wastoldhehadtolakethespotthey—KevinStrehlo,AssociateEditorHEEEEeHPSOSuraeeyClamexCmastercard!und,$22aTransactionStorageSystemsInc.,Southfield,MITSSWCad#o_EX,Bs!mayjustBeitoryehpearrauatdeoorerneadd$4.00perorderWTSSIrdisaryNOREPERoFmoreadd$6.00perorder.February1984PERSONALCOMPUTING199EXPECTAMIRACLE|S2de8GrownlicldRosaerrancactionStorapeSystems,Inc.,{Circle74oninquirycard3/84F
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raphbyMikeBlakephotographMarch1984PopularComputing81Leftside:Thethinverticalslotacceptsanoptionalsecuritycablethatconnectstothehorizontalslotonthebackofthekeyboard,lockingtheunitstogether.(toptobottom)°Anordinaryflashlightbatterypowerstheclockwhenthesystemisunplugged.°On/offswitch°ACpowercordconnectorRowatbottom:(lefttoright)*Mouseinterface*PortforseconddiskdriveeModemconnectorePrinterporteAudiooutputIngeneral:You'llnoticetheabsenceofanyexpansionslots—theMacintosh’sbuilt-inhardwarefeaturesshouldtakecareofmostneeds.Theprintsample(inset)illustratesthequalityoftheImagewriterprinter’soutput.percentforhome-computerusers.smallerIsBetterJAlthoughtheearlystagesoftheMacintoshprojectcalledfora5%-inchdiskdrive,Appledecidedtogowith3¥-inchsingle-sidedmicrofloppydisks—eachhasaca-acityof400Kbytes—foravarietyofreasons.The3%4-inchdiskissmallerandeasiertocarrythanthe5¥4-inchdisk;ithasafasterresponsetimeandismoreprotographbyPaulAvisreliable.Themicrofloppyisencasedinarigidenclosure,whichmakesitmoresturdyandalsoprotectsthemag-neticmediumwithinfromdustandfingerprints.“Tttookusaboutayeartoseethe3'%-inchdriveac-cepted,’engineerGeorgeCrowsaid.Atonepoint,thecompanytoldthedesignersnottousethesmallerdrive,buttheycontinuedwithitanyway.“OnceSteve[Jobs]sawit,herealizedweshoulduseit,andtherewerenoCONTINUEDONPAGE87March1984PopularComputing83
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IntroducingLisa-liketechnologyinaperson.package...byMichaelJ.MillerAttentionApplefans.Thelong-awaitedMacintoshhasfinallyarrived.Andthegoodnewsisthatit’snotmere-lythestripped-down,poor-man'sLisathatmanyofusexpected.Althoughitdoesindeedsharemanyfeaturesofitshigher-pricedsiblingLisa—fromthehigh-resolu-tionelectronicdesktopwithoverlappingwindowsandgraphiciconstothehand-heldmouseformovingandselectingobjectsonscreen—Mac,likemostsecondchildren,possessesitsownpersonalityandmind-set.Inshort,iftheLisawasarethinkingofwhataper-sonalcomputershouldbe,thentheMacintoshisarefine-ment.ComparedtotheLisa,theMacintoshisfasterandmoreportableand,perhapsmoreimportant,isexpectedtocost$2495,whichis$1000lessthantheLisa2(see“TheNewLisasfromApple,”page100).Beforewarned,however,thattheMac'spricedoesnotincludeanalmostmandatorynewAppledot-matrixImagewriterprinter($550),whichcanprintanygraphicsthatcanbeproducedonscreen,aseconddiskdrive($895)toeasemakingbackupcopiesorcopyingfilesbe-tweendisks,theMacintoshBASIClanguage($99),oranyothersoftware.SotherealpriceofaMacintoshsystemthatincludesaprinter,theMacWriteword-processingprogramandtheMacPaintgraphics/paintingprogram(bothfor$99),andMacintoshBASICcomestoalmost$3250,andifyouincludetheseconddiskdrive,thatfigurereachesalmost$3650.Furthermore,theMacintoshdoesn’thavenearlytheusermemoryorstoragecapacityoftheLisa,norwillitrunLisasoft-wareorthegrowingbodyofIBMPCsoftware.ButApplepromisesmemoryupgradesandhundredsofprogramsfromoutsidedevelopersinthecomingyear.Andevenifyouaddthecostofperipheralsandup-grades,nothinginthispricerangeisanythingliketheMacintosh.(Allpricesgivenwerecurrentatpresstimebutaresubjecttochange.)TheMacintoshevenlooks,different.Becauseofitscompactdesign—it’smoreverticalthanhorizontal—the20-pounddesktopmachinetakesuponlyonesquarefootofdeskspaceandfitsneatlyintoitsover-the-shouldercarryingbag.Ithasabuilt-in9-inchmonitor(witha512-by342-pixelhigh-resolutiondisplay),adetachable58-keykeyboard,amouse,asingle3¥%-inchmicrofloppy-diskdrive,128Kbytesofusermemory(RAM),64Kbytes82March1984PopularComputingofread-onlymemory(ROM),anda82-bitMotorola68000centralprocessor.Withits128K-bytememoryceiling,theMacintosh(unliketheLisa)canrunonlyoneapplica-tionsprogramatatime.AswithLisa,however,anap-plicationontheMaccanhavemultiplewindowsand,byuseofaningenioussoftwarefeaturecalledthe“scrap-book?’datacanbemovedfromoneapplicationtoan-otherortransferredfromonefiletoanotherinthesameapplication.TheMacisextremelyeasytouse.Infact,whatsetsitapartfromothermachinesinitspricerangeisthewayitcommunicateswiththeuserthroughanadvancedsetofinstructionsstoredinROM.TheMac’sremark-ableuserinterfaceisapparentthemomentthemachineisturnedon.Initially,thescreendisplaysanimageofamicrofloppydisk,alongwithinstructionstoinsertthediskintothedrive.Youthenusethemousetopointattheimageofthediskandclickthemouse’ssinglebut-tontoselectthedisk.Fromthatpointon,youusethemouseinconjunctionwithaseriesofpull-downmenusthatappearacrossthetopofthescreentoloadinfor-mationfromthediskandtoopenspecificfiles.Eachmenuisdisplayedinasmallwindowasalistofchoices.Byholdingdownthemouse’sbuttonandmovingthepointerdownthelist,youcanhighlighteachoptionandselectonebyreleasingthebutton.TheuserinterfaceisbuiltaroundwhatApplereferstoasLisaTechnology,acombinationofseveraladvancedfeaturesincludingthe32-bitprocessorchosenforitshighspeed,andbit-mappedgraphicsbywhichthesys-temcontrolseachdotorpixelonthescreen.Thegraph-icsareusedwiththehigh-resolutionmonitortoproduceexcellentscreendisplays.Toinstructthecomputertoaccomplishcertaintasks,usersselectdrawings,oricons.Forexample,youselectthediskiconwhenyouwanttoretrieveinformationorchoosethepaintbrushiconwhenyouwantto“paint”animageonthescreenusingtheMacPaintprogram.Multiplewindowsdividethescreenintoasmanydif-ferentareasasyouwant.Forinstance,youcanshowthelistingofaprograminonewindowwhilerunningtheprograminanother.Andmaterialcanbemovedbe-tweenfilesandprogramsbyasimpleprocedurethatinvolvespointingatthematerialwiththemouse,click-ingthemouse’sbuttontoselectthetext,andthenusingcut-and-pastecommandsfromamenu.WiththeMacintosh,ApplehopestobringLisaTech-nologytothemasses.Indeed,chairmanSteveJobsandpresidentandchiefexecutiveofficerJohnSculleyarebettingalargepartofthecompanythattheMacintoshwillbothduplicatetheexcitementoftheLisaanddowhatthatmachinehasfailedtodo:selllotsofunits.In-dustryanalystsestimatethatApplewillship350,000Macsthisyear,whilethecompanyexpectstosell500,000unitsandhascompletedanewautomatedfac-torythathasthecapabilitytochurnoutahalfmillionMaesayear.Appleistargeting70percentoftheseforbusinessusers,20percentforeducationalusers,and10MichaelJ.MillerisaWestCoasteditorofPopularComputing.
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InsideMacPaintA&Remarkablegraphics<ipowerisatyourfingertipsPull-downmenus:MaePaint’ssophisticatedgraphicstoolsareavail-abletoyouthroughaseriesoficons(seefacingpage)andthecollectionofpull-downmenusshownhere.YouselectamenubyusingthemousetomovethecursortothedesiredmenutitleinthebaracrossthetopoftheMac-Paintscreen;thelargescreenonthefacingpage,forexample,showstheIn-troductionoption,whichhasbeenselectedfromtheGoodiesmenu(high-lightedinreversevideo).Slidingthecursoracrossthebartothetitleofthemenuyouneedandde-pressingthemouse’sbut-toncausesthemenutorolldownjustasifitwereawindowshade,Stillholdingthebuttondown,youmovethecursordowntothedesiredmenuoptionandthenreleasethebut-tontocallupthatoption.Themenusonthispagearefromaprereleasever-sionofMacPaint—thepro-ductionversionislikelytoreflectfurtherrefine-ments.ToseeMacPaintinaction,takealookat“CreatingaMacgritteMasterpiece”onpage92.fontvCenturyTileCursiveEliteOldEnglishCityMarieOsmondPattiMikPaintFontSystemTimesRomanHelveticaGachaCreamTheFontmenugivesyouachoiceoftypefacesforenteringtextonagraphicsscreen.Thecheckmarkin-dicatescurrentselection.vPlain#PBold#6Fane#1UnderlinesUOutiine#0ShadoweSvfllignLeftiAlignRight%RAlignCenter#CTheStylemenuletsyouchoosefromsixtextstyles(foranyfont)andaligntextflushleft,flushright,orcentered.6point10vil21416824364872AwiderangeofcharactersizesisavailablefromtheFontSizemenu.Sug-gestedsizesforthecur-rentlyselectedfontareoutlined.Undo#2CutenCopy$CPasteUClearigHarieantalHerikafRpiatyTheEditmenugivesyou|thepowertoundoyourlastcommand,moveanimagetoanotherpartofyourdocument,ormanip-ulatepreviouslycreatedgraphics.Optionsingrayarenotcurrentlyavailable.84March1984PopularComputingAboutMacPainCalculatorClockKeyCapsPuzzleNotePadScrapBookControlPanelDesignatedbytheApplesymbolratherthanatitle,thismenuoffersstandardutilitiesandameansofalteringsystemparam-eters(ControlPanel).SaveAs...RevertPrintPrintCatalogQuitSave,Print,andothercom-mandsaffectingyourcur-rentfilearechosenfromtheFilemenu.Macintoshrequiresverificationofthesecommands.GoodiesGridFatBitsShowPageEditPatternBrushShapeBrushMirrorsIntroductionShortCutsFordetailson“Goodies!seethefollowingtwopages.EySt
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Icons:Representedpictoriallybyicons,MacPaint’seasy-to-usegraphicstoolsaredetailedontheleftsideoftheIntroductionscreenshownbelow.Mostareself-explana-tory:thebrushisusedforpaintingbroadstrokeswiththemouse-controlledcursor;thepencilisusedforthin-nerlines;Aletsyoutypeintext;etc.Youcaneasilycreateopenorfilledshapesandusethecursortoaltertheirdimensions.Thelasso,hand,anddashedboxmoveimagesaroundthescreen;thepaintbucket,spraypaint,andbrushapplypatterns.Linepalette:Alwaysdisplayedatthelowerleftofthescreen,thelinepaletteisalsoexplainedontheIntrodue-tionscreenbelow.Allyouhavetodotochangethebold-nessoflinesorbordersisclickthemouse'sbuttonaftermovingthecursortothelinewidthyouwant.Patterns:Youcanchoosefromanimpressivearrayofdetailedpatterns(acrossbottomofscreenbelow)forfilledshapes,shadedareas,spraypainting,orbrushing.@FileEditFontFontSizeStyleaeINTRODUCTIONsn——<7)Alasso+|G|3]©selectionAlfscrolaa)Ayetest|nobordera"|fine&hordeJafiBeean——||line&borderBaareafill+|Ayespraypaint=|¥|widths,multipleibrush+Fy|«©pencilmaa|copyspacing=lines+|~~]G7]+eraseroe(0)eacurrentOC)@Olepatternpatternslepp)hollowfilled4shapes)|Co)@]/shapes2soleae(z|&f/——sieRRaes|mlalperc)evstigee=a8e“a|museyushshapes:FromtheGoodiesmenu,thisoptionoffersenoughbrushestopleasethepickiestartist.Brushmirrors:This“Goodie”letsyouspecifyaxesofsymmetry(left)tomirrorbrushstrokes(right).March1984PopularComputing85©Copyright1985byMcGrawtill,IncCommunicationssatellites,tapedrives,floppydiscs,telecom-munications,computernetworks.AtMcGraw-Hill,we'reusingthelates’advancesinelectronictechnologytotailoranddeliverourvaststoresofinformationinexcitingnewwaysTohelppeoplegetatneededfactsmoreefficiently.And,toWe'refindingnewwaystoconnectpeople_withtheinformationtheyneed.|McGRAW-HILLPUBLICATIONSCO.McGRAW-HILLBOOKCo.aaMcGRAW-HILLBROADCASTINGCO.McGRAW-HILLINFORMATIONSYSTEMSCO.@STANDARD&POOR'SCORP.i?DATARESOURCES,INC.
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COVERSTORYFatBits:FromtheGoodiesmenu,thissimpleyetincrediblypowerfultoolletsyoufine-tuneyourgraphicsbycon-trollingindividualpixelsonMacintosh’shigh-resolu-tion,bit-mappedvideodis-play.Theareayouwanttoworkonisenlargedap-proximatelyeighttimestorevealtheseparatepixels(normalsizeisatupperleft),whichyouturnonoroffbytouchingwiththepencil/eursorandclickingthemouse’sbutton.amacgritte—,CONTINUEDFROMPAGE83morequestions”TheMacintoshisthefirstApplemachineforwhichAppleisnotmanufacturingthediskdrives.In-stead,Sony,thecompanythatcre-atedthe3%-inchmedia,isbuildingthedrives.BesidesSony,theonlyothermajormanufacturertoincor-poratethenew3%-inchformatisHewlett-Packardwithitsrecentin-troductionoftheHP150.ButneithertheSonynorHPmicro-floppydiskformatsarecompatiblewiththeMacintoshdiskformat.AppleworkedwithSonytogivetheMacintoshversionofthedrivecertainuniquefeatures.LiketheLisa,theMac'ssoftwareejectsdisksratherthanhavingtheuserdothisAtaGlanceName:MacintoshManufacturerAppleComputerInc.20525MarianiAve.Cupertino,CA95014(408)996-1010UsesBusiness,educational,andpersonalcomputing‘StandardFeatures32-bitMotorola68000centralprocessor;128KbytesofRAM;64KbytesofROMincludingoperatingsystemanduserinterface;9-inchmonitorwitharesolu-tionof512by342pixels;3%-inchdiskdrivewith400K-bytecapacity;58-keydetachablekeyboard;mouse;four-channelsoundgenerator;serialportsformodemandprinter;externaldisk-driveconnector;systemdisk,backupdisk,OptionsInitialoptions:Numerickeypad($99);carryingcase($99);securitykit($495);Imagewriterprinter($550);300-baudmodem($225);1200-baudmodem($495);boxof10disks($49);VT100,VT52,andTTYterminal-emulationpro-gram($99);packagewithMacWriteword-processingprogramandMacPaintgraphicsprogram($99).AvailablebyMarch:Additionaldiskdrive($395)andApplelinenetworkingsystem(under$1300).Availableinspring:Pascallanguageandassembler/debugger($99each).Availableinsummer:LogoandBASIClanguages($99each);MacProjectschedulingprogram($125);andMacDrawdrawingprogram($125).BaseListPrice$2495ShowPage:TheMacPaintdisplayusuallyshowsaboutone-thirdofan8%-by11-inchpage,butwhenyouselectShowPagefromtheGoodiesmenu,youseeex-actlywhatyou'llgetifyouprintyourgraphicsimage.Byenclosingtheimagewiththedashedbox(selec-tionicon)and“dragging”thatboxwiththemouse,youcanmoveyourimagetoanypointonthepage.EditPattern:Another“Goodie”forcustomizingyourgraphicsisthepowertoeditorreviseMacPaint’sstandardpatterns.LikeFatBits,EditPatternletsyouworkpixel-by-pixelonanen-largeddisplay.86March1984PopularComputingmanually,thusreducingthechanceofdata-storageerrorscausedbychangingdisksatthewrongtime.Also,with400Kbytesonasingle-andblankdiskDocumentation“GuidedTourofMacintosh”diskandcassette;150-pagemanualTypicalSystemPrice$3638forsystemunit,additionaldiskdrive,Imagewriterprinter,BASIC,andword-processingandgraphicssoftwaresideddisk,theAppledriveoffersmorestoragethancomparabledrivesdo.Theadditionalcapacityispossiblebecausethedrivestoresandretrievesinformationatavariablespeedsoitcanpackdataatequallyhighdensitiesatalllocationsonthedisk.Thismethodalsoletsdataloadveryfast—atnearlythespeedofan8-inchdisk.TheMacisalsodesignedtousedouble-sideddisksthathold800Kbytes,anoptionthatApplemayofferatalaterdate.HardwareTheMacintosh’shardwarecombinestried-and-truetechnologywithinnovationsthatofferbetterperform-ancewhilekeepingthecostofthemachinedown.Ad-vancesinthedesignofintegratedcircuitshelpedreducethenumberofchipsrequiredinthemachine.Forex-ample,twocommunicationchipsusedintheLisawerereplacedwithasinglemoreadvancedone,knownasa28530serialcommunicationscontroller.‘Tofurtherlowercosts,designerschoseamonochromedisplayinsteadofacolormonitor.“Togetgoodcolorwouldhavetripledthecostofthemachine?”saidChrisEspinosa,managerofusereducation,addingthatacolordisplaywouldhaverequiredthreetofourtimesthescreenmemory.Otherhardwareinnovationsincludetheuseofonlytwocircuitboards,oneforanalogfunctionsandtheotherfordigitalfunctions.Thedigitalboardholdsthema-chine’sprocessor,ROMandRAM,twoserialconnectors,andconnectorsforthemouseandforanexternaldiskdrive.‘Tosavespace,theserialportsaresmallerthanthestandardconnectorsfoundonmostpersonalcomputers,althoughtheydosupporttheRS-232andRS-422pro-tocolscommonforprintersandmodems.TheseportscanalsotiethemachineintoApplebus,asystemthatallowsasmanyas16peripheraldevicesorcomputerswithin1000feettobeconnectedinanetwork.IndirectcontrasttotheAppleII,theMacintoshhasnoexpansionslots.Thisarrangementprecludestheuseofadd-oncardssuchasMicrosoft’sSoftcard,thuspro-hibitingtheMacintoshfromrunninganotherprocessor’ssoftware.TheMacintosh,however,hasmanybuilt-infeaturesthatwouldotherwisebeexpensiveadd-ons.Amongtheseisafour-channelsoundgenerator,whichcouldbeusedwithoptionalsoftwareforspeechsynthesis.Andbyallowingeasyattachmentofperipherals,theApple-busperformsmanyofthesamefunctionsthatexpan-sionslotsdo.TheMacintosh’s58-keykeyboardhasastandardlay-out.ItincludestwooptionkeysandaCommandkeythatisusedinconjunctionwithstandardkeysforspecialfunctions.Inaddition,anoptionalnumerickeypadcanbepluggedintothekeyboard.EventheMacintosh’scasewasdesignedtotakead-vantageoflow-costmassproduction.Thebackofthecasehasnowords.Instead,itfeaturesonlyiconsthatshowthefunctionsofeachslot,suchasapictureofamusicalnotetoshowthesoundconnectorandapictureofatelephoneforthemodemconnection.Thisdesignallowsthesamecasetobeusedinbothforeignanddomesticmarkets.Asanotherexampleofcostsavings,theMacintosh’sinternalchassisisasingletooledpieceofsteel.Includingslidesforthepowersupplyandothercomponents,thechassiscanbeturnedoutatarateof20aminuteforabout$2.25apiece.Anoptionalexternaldisk,whichwillbeavailableinMarch,canaddanother400Kbytesofon-linestorageandwilleasemakingbackupcopies.Andwhen256K-March1984PopularComputing87
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TheMacWritedisplaybelowshowsformatspecificationsandtypesamples.Themenubarisattheverytop,andthelinebelowitgivesyouyourcurrentfile’stitle.Therulerletsyoumarkleftandrightmargins(solidtriangleicons),paragraphindent(verticalarrowicon),regulartab(opentriangleicon),anddecimaltab(dottedtriangleicon)—yousimplyusethemousetoplacethecursorontheappropriateiconanddragittothedesiredpointontheruler.Thethreerectanglesinthecenterbelowtherulerletyouchoosesingle-,1%,ordouble-spacing,andthefourontherightsettextflushleft,centered,flushright,orfullyjustified.Again,allyoudoisusethemousetomakeyourchoices.Ontherightsideofthescreenarescrollingarrows,andthewhiteboxmoveslikeanelevatorupanddownthegraycolumntoindicatewhereyouareinyourdocument(youcanjumpacrosshundredsoflinesbyslidingtheboxwiththemouse).Theninefontsandsixtypestylesarealsoshown.@FileEditSearchFormatFontsStyleUntitleNlnede4aa)=!MacintoshMacintoshMacintoshMagintoihMacintoshMacintoshMacintoshMacintoshNacintashMacintoshMacintoshMacintoshMacintoshaMacgritteMasterpiece;page92).MacWriteisaword-processingprogramdesignedfordocumentsnolongerthanabout10manuscriptpages.Thisarticle,forinstance,couldnotfitinmemorywithMacWrite.Soifyouplantowritelongerdocuments,bepreparedtowritethemin“chapters”andstoretheminseparatefilesondisk.On-screenwarningstosaveyourdocumentappearatthreedifferentstages,andinstructionsforsavingtextareincludedinthemanual.Theprogramjncludesmultipletypefontsandsizes,plusvariationssuchasunderlining,bold,italic,andshadow(see“In-sideMacWrite,”above).;ApplealsoplanstoreleaseversionsoftheMacintoshPascalandMacintoshBASIClanguagesinthefirsthalfoftheyear.ThePascalwillincluderoutinestocheckprogramsforsyntaxerrorsandcanbeexecutedinterac-tively.WiththeBASICauserwillbeabletorunmulti-pleBASICprogramsorcopiesofoneprograminsepa-ratewindows.Appleestimateseachlanguagewillalsocost$99.Othersoftwareintheworksincludesanassemblylan-guageandtheLogolanguage;aterminal-emulationpro-gram;theMacProjectschedulingprogram;andMac-Draw,adrawingprogramdesignedforusewithobjects,asopposedtobit-by-bitpainting.Third-PartyVendorsUnlikethecasewiththeLisa,Appleexpectsthatatleast95percentoftheapplicationsprogramsfortheMacintoshwillbewrittenandpublishedbythirdpar-ties.Thecompanyhopedtohave100softwarepublishersworkingonprogramsbythetimetheMacwasintro-ducedandanticipatesthat500programsandperipheralsCONTINUEDONPAGE98March1984PopularComputing91helpthemmakedecisionswithgreaterconfidenceinanincreas-inglycomplexworld.sivetothespecificneedsofbus-inessandgovernmentplanners.Inthesewaysandmore,tech-McGraw-Hillisalreadyemploy-nologyishelpingusmakeotheringthistechnology,forexample,wiseoverwhelmingamountstodeliverinstantaccesstoinforma-_ofinformationmorevaluablebyuralextensionofMcGraw-Hill’stiononcorporateandmunicipalmakingitmoreusefulandinstantly_basiccharter:toprovidepeoplebondsforthefinancialcommunity._accessible.Andbyprovidingnewwiththeinformationtheyneed.Toprovideon-linedistributionInformationthatleadstoaction.ofeconomicdataonconstructionMcGraw-Hill,Inc.,1221Avenuetrendsandpotential.AndtomakeoftheAmericas,NewYork,theworld’slargestprivatecollectionNewYork10020.ofeconomicdatabasesrespon-channelsofinformationdistributionwithselectivityandbuilt-insearchcapabilities.Thesenewapplicationsofcom-municationstechnologyareanat-
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InsideMacWriteAboutMaclWrite...CalculatorcSPowerfulword-processingfeaturesinadesktopenvironmentClockKeyCapsPuzzlePull-downmenus:JustlikeMacPaint(seeStyleNotePadScrapBookpage84),theMacWrite||PlainText%#Pprogramgivesyouaccesstoitsmanyword-process-vBold2Bingfeaturesthroughacol-||W/?@//€#1lectionofpull-downmenusiselectedfromthebaratvUnderline|#Uthetopofthesereen.For||“@UCIina#0coatsdeyo[vanodom*ania|—_——aetheFilemenu.9Point12Point14Point18Point¥24Point36Point48Point72PointShowScrapBookMacWrite’sStylemenuletsyoualterthetypesizeControlPanelSystemutilitiesareselectedfromthe“Applelogo”menu.InsertRulerHideRulersShowHeaderShowFooterTheFilemenuencom-passesallfile-controllingcommands.TheEditmenuletsyoumovetextbycuttingasec-tionout,storingitontheclipboard,andpastingitinanotherlocation.Inmostinstances,youcanundoyourlastcommand.andstyleofyourtext.Thetypeinanyfontcanbemadebold,italic,under-lined,outlined,and/orshadowed,andanimpres-siverangeoftypesizesisavailable.TheprereleaseversionofMacWritewetestedoffersninedifferentfonts,in-cludingdisplaytype.|FontSetPage*...CursiveInsertPageBreakOldEnglishTitlePagecityMacWrite’sFormatmenuRansomworkswiththeiconsOverbrookdescribedonthefacingpagetocontroltheap-Systempearanceofyourtext.RosemontArdmorevMerionSearchingandreplacefunctionsareaccessedviatheSearchmenu.bitmemorychipsbecomeavailableinlargequantitiesatareducedprice,Applemightofferadealer-installedupgradetoinereasethemachine'sRAMto512Kbytes.HardwareperipheralmanufacturerswillsupplyMacintoshproductsaswell.Shortlyafterthemachine'sintroduction,Tecmarplanstooffera5-megabyteremoy-able-cartridgeharddiskforabout$2000,aswellasamodem/telephoneoption,printbuffer,and[EEE-488in-terface.Bysummer,TecmaralsoplanstohavestandardWinchesterharddiskswith10to33megabytesofstorage.SoftwareNomatterhowinterestingthehardwareis,it’swhat.youcandowithitthatmatters.AppleenvisionstheMacintoshbeingusedwithaseriesof“personalproduc-tivitytools”?Theseincludewordprocessors,spread-990March1984PopularComputingsheets,database-managementsoftware,andscheduling,charting,andpaintingprograms.ProductmarketingmanagerBarbaraKoalkinsaidthatinordertoencourageoutsidesoftwaredevelopers,Ap-pleispurposelynotbundlinganyapplicationssoftwarewiththeMacintosh.Applewill,however,providetheoperatingsystemanddesktopmanagerandoffercom-municationsandterminal-emulationpackages,lan-guages,andsomeuniquetools.Apple'sgoal,Koalkinsaid,istoproduceallApplesoftwarefor$99to$125.AmongApple'sinitialsoftwareofferingswillbetheMacPaintgraphicsprogramandMacWriteword-process-ingprogram.MacPaintallowsdrawingdowntothebit-by-bitlevel,producingpicturesthatfillan8%-by11-inchpage,abouthalfofwhichcanbedisplayedatatime.Becauseworkcanbedoneonthebitlevel,theprogramcangenerateextraordinarilydetailedart(see“CreatingCreatinga.‘MacgritteMasterpieceaon92March1984PopularComputingaeWithApologiestoReneMagritte
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<j|THEMIND:=||BEHINDMACPAINTthoughtheexamplesonthesepagesil-lustrateonlyafractionofMacPaint’spowerandflexibility,youcanseethatthesoftwareisradicallydifferentfromothergraphicseditors.RecentlywetalkedwithApple'sBillAtkinson,whodevelopedMacPaint,tolearnmoreaboutthephilosophythatunderliestheprogram.AtkinsonemphasizedthathismajorgoalwastomakeMacPaint“naturalforpeopletolearn;’andtheprogram’suserinterfacecertainlyreflectsthiscon-cept.Thenaturalwaytocreateartworkiswithpaper3|Shadingtheceilingwassimple—wechosethestriped|andpencilorpaint,ofcourse,andMacPaintembodiespatternandthepaintcanicon,movedthepaintcan/cur-|thisasametaphorinthewayitletsyousketchfree-sortotheceiling,andclickedthemouse’sbutton.Thismethod_|hand,spraypatternsforanairbrushedeffect,paintfillsanyenclosedareawithapattern.overexistingimages,andsoforth.ThisisincontrasttoLisa’sgraphicsprogram,LisaDraw,whichisfoundedonamoreabstractnotionoflinkinggraphicsobjectswithcertainattributes.WhatitboilsdownastoisthatwhileLisaDrawismoresuitedtocreatingchartsandgraphs,MacPaintisanartist’stool.Mac-Paintisalsoinmanywaysthemoreflexibleprogram;featureslikeFatBitsandEditPatterntakeyoutothelevelofindividualpixels,andtheprogramen-couragesyoutothinkofyourcreationsasimagesonpaperratherthanascomputer-controlledobjects.ButAtkinson'ssuccessinmakingMacPaintnaturaltouseraisesaquestion:cansomethingsosimpleandfunbeusefulforrealwork?Inresponse,thedesignerciteswhatheterms“dailyart’—thoseinvitations,an-nouncements,andnotesthatforcethelessartisticamongustoresorttoHallmark—asoneofthepri--maryworkingapplicationsoftheprogram.6|ThelineiconwaschosenagaintodrawtheskylineseenWhileAtkinsonfeelssurethattheMacintoshandthroughthewindow,andthepaintcanmadeshading|MacPaintinparticularwillspawnplentyofimitators,theviewasnap.Atanypointyoucaneraseyourlastopera-he’sconfidentthatnoonecangetmoreconvenience,tionwiththeEditmenu’sUndocommand.*power,oreaseofuseoutofsimilarlypricedhardware.Furthermore,Applewillnotsquanderitsheadstart.FollowingtheMac’sintroduction,thecompanyplanstoreleasewhatAtkinsoncalls“clipart,’thatis,icons,symbols,andotherpredefinedpiecesthatcanbeload-edintotheMactintoshandusedbytheMacPaintar-tistforcustomapplications,Specialbordersandroundedcornerpieces,forexample,wouldsaveyoudesigntimewhencreatingfancyboxesorframes.Third-partysoftwaredevelopersshouldpickuponclipartinmuchthesamewaythattheynowenhancetheusefulnessofVisicalewithtemplatesdesignedforavarietyofjobs.ThiswillgivetheMacalevelof“artwarematurity”thatwillmakeitattractivetobuyersjustastheAppleII’ssoftwarematuritycon-tinuestosellthatmachine.Butwhateverthefutureholds,it’ssafetosaythat.BillAtkinsonhasgivenusarevolutionarynewtoolforcreatingcomputergraphics.Forthetimebeingatleast,MacPaintdefinesthestateoftheart.—TomMeMillancrerecoseteeifPeeapeeenaaedietEETLERTEEE:%e,\Macgrittewy,csFivedifferentpatternsusedtoshadetheapplewereappliedwiththebrushandspraypainticons.Patternsthatoverlapwilleraseeachother,andonceagainFatBitshelpstogetcriticalareasjustright.setteeeens.SegcmTe"CateninSmRESBYSinepaganMarch1984PopularComputing93March1984PopularComputing95050d
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Afterselectingthefilledrectangleicon,theborderwidth,andthestippledpattern,wecreatedtheimageshownbytracingadiagonalfromtheupperlefttothelowerrightoftherectangle’sdesiredposition.‘Todelineatethefourplanesoftheroom,wechosethelineicon.Thiscreatesalinethatbeginsatthecursor’slocationwhereyoupressdownthemouse’sbuttonandendsatthelocationwhereyoureleaseit.‘Todrawthewindowoutlineweagainusedthelineiconanddesignatedtheappropriatelinewidth.Thfine-tunethewindow’sperspective,wetookadvantageofthepowerofFatBits(seepage86).5|Usingthepaintcaniconandafinelyshadedpattern,weenhancedtheperspectivebyfillinginvariousplanes.The38standardpatternsgiveyougreatflexibility,butyoucancustomizethemfurther.Afterdrawingthedoorinasimilarfashion,wechosethetypeiconandspecifiedFont,FontSize,andStylefromthepull-downmenus.Textappearsatthecursorloca-tionandisenteredfromthekeyboard.94March1984PopularComputing‘Tomakethecircle,weusedthefilledovaliconandthewhitepattern.Thecircleispositionedandsizedjustastherectangleinstep1was;youcancreateanythingfromthethinnestovaltoaperfectsphere.ChallengeycMakebeautifulmusic.Everyoneloves|_____music.And.anyonewhohaseverhummed_—__|S@atunecanwriteone,now.Scarboroughhastakentheuniversallanguageofmusicanddevelopedasoftwareprogramthatmakesitfunandeasytowritesongsforbuddingcomposersofanyage.Eventhosewhodon'trecognizeasinglenotecanbecomposingsongsin15minutes.Simulatedpianorollgraphicsandon-screencommandsserveasaguideeverystepoftheway—fromscalesandrhythmtomorecomplexmusicalformsandtheory.WithSongwriter,composingsongsisassimpleas“do-re-mi.”Writeasong,change,deleteoraddanote,changetempoandteachthecomputertorepeatmusical|}motifs.Even-save-compositions-to-play-back—throughthecomputeroryourhomestereo.|e.Foraddedfun,thereisalsoalibraryof28popularsongstolistentoandexperimentwith,aswellasaseriesofeducationalactivitiesforadultsandchildren.Songwriterislikeawordprocessorformusicthatwillbringthewholefamilybacktothecomputer,againandagain—becauseSongwriterencouragesexperimentationandmakesthewholeprocessfun.Isn'tthatwhyyouboughtapersonalcomputerinthe|firstplace?|Everykidhasasonginhisheart.(Sodoesthe“kid”ineveryparent!)Helpyours|expressitwithSongwriter.vailable-forApple,“Atari,*iCommodore64™andIBM-PC®$39.95TheScarbor©ScarboroughSystems,Inc.,25NorthBroadway,Tarrytown,NewYork10591ter4)gwriSon7WorAges5ne?96March1984PopularComputing
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Tofurtherencourageoutsidesoftwarewriters,Applehasgiventhemtechnicaldocumentation,calledInsideMacintosh,whichdescribestheoperatingsystemanduserinterfaceindetail.MacintoshapplicationscanbewritteninPascalonaLisa.Unlikeothermicrocomputersthatrunoperatingsys-temsavailabletoanyhardwaremanufacturer,theMacintosh,liketheotherApplecomputers,hasitsownproprietaryoperatingsystem.ChrisEspinosaadmittedthatwhilethismakesitharderforasoftwaredevelopertorewriteaprogramfortheMacintoshthantoadaptaprogramfor,say,oneofthe16-bitIBMPClook-ManyCooks,OneCakeTheMacintoshreflectsthecontributionsofmanydesigners.Raskinpushedforanall-in-oneunitwith-outexplansionslotssothatallsoftwareknowswhatkindofhardwareconfigurationtoexpect.Jobswantedaverticalmachinethatwouldtakeuplessdeskspace.JoannaHoffman,whooverseesinternationalmarket-ing,insistedthatthemachineworkallovertheworld,ademandthatSmithsaid“turnedouttobealotmoredifficulttoachievethanitsounds”Whileanumberofindividualsworkedindependentlyondifferentpartsofthemachine,theyalsoworkedtogethertointegratethecomponentsintoawhole.TheattitudeoftheMacintoshdesignerswas,“Giveusenoughroomandwe'llgiveyouourverybestde-signeffort;’Smithsaid.“Ipersonallycan'tsurviveinlargegroups”AndHertzfeld,whodesignedtheinput/outputsystemandworkedontheuserinterface,win-dowmanager,andmenumanager,agrees,saying,“Wedesigneditforourselves.Itwasthegreatestmachinewecouldmake.”Indeed,thedesignersslavedoverthemachinetogetitexactlyastheywanted.Smithredesignedthepoardsfourtimes.Herecallsthatthefirstboardsshowedupat10:00atnight.“Jobssaid,‘Ifyougetthemachineworkingbymidnight,I’lltakeyououtforpizza?”At11:55,theMacintoshwasrunning.ProducingaDreamApplenowplanstomass-producethatfantasyandhassetupaseparatedivisionofthefirmtodirectthecreationofafamilyofproductsbasedaroundtheMac.Alongtheway,thenumberofpeopleworkingontheMacintoshhasgrowntremendouslyasthecompanyweparestomarketandsupportthemachine.ButtheMacintoshwillalwayscarryareminderofthosewhoworkedonitwhenitwasamuchsmallerendeavor.Inscribedontheinsideoftheplasticcasearethesignaturesofthe47employeesworkingontheprojectasofJune1982.Mostofuswillprobablyneverseethosenamesasthecaseisnotdesignedtopeopenedbyusers.Nonetheless,thenamesremainaspermanentrecognitionthattheMacintoshre-flectsthevisionofasmallgroupofdedicatedindi-viduals.FIalikes,Applehasdoneitsbesttoencouragesuchadaptations.Trade-offsBecauseoftheMacintosh’slimitedmemoryandstor-agecapacity,itsoperatingsystemdoesnotallowyoutoruntwoapplicationsatonce.However,designersdidcreatealibraryof“deskaccessories”thatcanworkatanytime.Amongtheseisa“gallery,”similartoabigscrapbook,where,forinstance,alawyercanplaceboilerplateparagraphsoranartistcanputstandardartorlogosthatcanbepastedintonewdocumentsordraw-ings.Anotheraccessoryisacalculatorthatrunsatthesametimeasotherprograms.Bynotincludingtwodiskdrives,Macintoshdesignerswereabletocut$395fromthebaseprice.Yetwithouttwodrives,it’smoredifficulttocopyfilesbetweendisksorproducebackupcopies.Toaddressthisproblem,thesystemremembersdisksithasseen,thatis,itkeepstrackofthefilesoneachdiskandtellsyouwhentoswapdisks.Youcan,forexample,takepartofadocument,cutitorcopyittothescrapbook,changedisks,andthenmovethescrapbooktoanewdisk.Dependingontheamountofmaterialyoutransfer,however,youmighthavetochangedisksseveraltimes.Eventually,AppleexpectsabouthalfofMacintoshownerstobuyaseconddiskdrive.Othercost/performancetrade-offsincludetheuseofamonochromedisplayandthelackofexpansionslots,whichwillmakeitmoredifficulttoaddmorememoryorcoprocessorboards.TakingOnIBMTheMacintoshhasalotgoingforit.Its32-bitpro-cessorisstateoftheartandfasterthanthe16-bitIn-tel8088usedbycompetitorsinMac'spricerange.TheMac'ssmallerdisksaremoreconvenient,anditsgraph-icsoutstanding.ButtheMacintosh’srealsellingpointisitsuserinterface,whichinanutshelluncomplicatesandsimplifiescomputing.Intheprocess,itallowsallthesoftwaretoappearinsimilarformssoauserdoesnothavetoinvestnearlyasmuchtimelearningeachnewapplication.WiththeMacintosh,Appleonceagainhasdemon-stratedthatitmarchestoadifferentdrummer.Asop-posedtotheendlessstreamofme-tooIBMclonesthat.arefloodingthemarketplace,Appleisofferingbuyersatotallydifferentchoice.YetbecausetheMacissodifferent,ApplefacesahugemarketingtaskofcreatinganawarenessoftheMacin-tosh’suniquefeatures.It’sonethingtodesignatotallydifferentcomputer,butsellingittothepublicmaybeamuchmoredifficultchallenge.Indeed,sophisticatedbuyerswillcomparetheMacintoshwith16-bitcom-puterswithtwiceasmuchmemoryandnearlytwiceasmuchstorage,andintheprocesstheymaylosesightoftheMacintosh’scapabilitiesanditsrathercompetitiveprice.ApplehashighhopesfortheMacintosh.MarketingexecutivestalkabouttheproductbecomingthethirdMarch1984PopularComputing99rcreat|'Bequickonthedraw.PictureWriterisanyshapeorpattern,instantly.Fillareaswithglowingcolorsand|dDevenhearpicturessettomusic.6PictureWriterbringsouttheartistinany-|Ygone.Withthisprogram,yourchildcanicreatehisorherownpicturegalleryand|éwatchthecomputerredrawthepictureslikemagiconthescreen.PictureWriteralsoChoosefromatreygedceincludesalibraryofmasterpiecesbyother‘st“picturewriters”thatcanbecolored,editedandredrawn.LikeallScarboroughprograms,Picture-Writerencouragesexperimentationandcontinuallychallengesthechildtoexplorenewavenues.Andallthewhile,Picture-Writersubtlydevelopsthechild'sfamiliarity|withthe-fundamentals-ofstepbystep-con—uterprogramming.Gettingstartedissimple.Thebuilt-intutorialzipstheartistintotheprogramuicklyandkeepshimorhercreativelyoccupiedforhours.ThepossibilitiesareendlesswithPicture-Writer.Infact,childrenfinditsocaptivatingatparentswillprobablywanttodoodlewithit,too.Andwhynot?Youcan'tstayanadultforever.AvailableforApple®$39.95(soon,Atari®)\pMandAtariareregisteredtrademarksofAppleComputer,In|apeletionalBusinessMachinesCorp,andAtari,Inc.respectively.ninternefore64isatrademarkofCommodoreElectronicsLimited.Gommecircle66oninquirycard
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COVERSTORYindustrystandard,aftertheAppleIIandIBMPC.ButApplewellknowsthatthedevelopmentofastandardisnotuptoahardwaremanufactureralone.Productsbecomestandardsinalargepartbecausetheindepen-dentsoftwarevendorsandthepublicperceivethemassuch.WhetherMacintoshwillmeetwithsimilaraccep-tanceofcourseremainstobeseen.Whateveritseventualdegreeofsuccess,Macintosh’sdesignersbelievetheytookthehonorablecoursebynotfollowinganexistingstandard.“IBMisenforcingmedi-ocrity;’onedesignersaid,adding,“IfthewholeworldbecomesIBMcompatibles,thenwe'velostcomputers”Oisa,theotherhalfofApple's32-bitfamilyofcomputers,hasjustbeenredesignedtobemorecompetitivewithother-businesscom-puters.ApplenowoffersLisaswithadrasticallyre-ducedprice,unbundledsoftware,3%4-inchfloppydisks,andafaster,larger-capacityinternalharddisk.Lisaisnowavailableintwoforms.Lisa2,which|willsellforlessthan$4000,comeswith512Kbytesofmemory(expandableto1megabyte)andasingle3¥%-inchdiskdrive,aswellasa12-inchhigh-resolutionmonitor,keyboard,andmouse.TheLisa2/10comeswithalloftheaboveaswellasaninternal10-mega-byteWinchesterharddiskandwillsellforlessthan$5500.TheoriginalLisa,withitstwo54-inchdiskdrivesandexternal5-megabyteProfileharddisk,hasbeendiscontinued.ApplealsoplansanintroductoryofferthatwillbundletheLisa2withaProfiledisk.ThenewLisasincludemodificationsinthesoftwareanddiskcontrollerstomaketheirdiskdrivesfasterthantheoriginalmachine'sdrive.Programsshouldloadtwotothreetimesfasterfromthe2/10withitsnewharddiskthanfromtheProfile.AndbothnewLisashavethesameSony-builtmicrofloppydriveusedintheMacintosh.LisaproductmanagerDougPollacksaysthesechangeswillanswersomeofthecriticismsaboutLisabymakingitfastertouseandbylettingitrunmoreprograms.Appleisworkingwithallthird-partysup-pliersofLisasoftwaretohelpthemmodifythepro-gramstorunon3¥%-inchdisks.|Withadisk-basedversionoftheMacintoshoper-|atingsystem,thenewLisascanrunalltheMacin-toshsoftware.Appleexpectsthatmanymorepro-|gramswillbewrittenfortheMacintoshthanhavebeenwrittenfortheLisaoperatingsystem.MostoftheseprogramswillbeabletotakeadvantageoftheLisa’sadditionalmemory.Hard-diskuserscanalsochooseLisa'sownmulti-taskingoperatingsystem,whichletsyourunseveralapplicationsatthesametime,eachinitsownwin-dow.Thissystem,whichwillcostabout$300,allowsbackgroundprintingandeasiermovementofinfor-mationbetweendifferentfiles.Youcanalsorunthird-partyoperatingsystems,suchasXenixandUnix,thatarecurrentlyavailablefortheLisa.Initially,youcannottransferfilesdirectlybetweentheMacandLisaoperatingsystems,thoughAppleisstudyingtheproblem.YoucantransfertextcreatedTHENEWLISASFROMAPPLEbydifferentwordprocessorsunderdifferentsystemsbysendingASCIIfilesthrougheachsystem'stermi-nal-emulationprogram,butmostoftheformattinginformationwillbelost.AlthoughLisacannowrunMacintoshsoftware,thetwomachineshaveseveraldifferences.Lisaisadesk-topmachinewithalargerdisplay,soittakesupmorespacethanthetransportableMacintosh.AndLisahasmorememory,amultitaskingoperatingsystem,andaspecialprocessortoefficientlyhandlealargeamountofmemory.Therefore,itmaytakebetterad-vantageofsharedperipheralsviaitsApplebuscon-nection.Appleplanstointroducemoreperipheralsshortly,includinga$5000high-speedpersonallaserprinteranda70-megabyteharddisk.However,theLisastillusesa5-MHz68000centralprocessorin-steadofthe8-MHzoneusedintheMacintosh.ApplewillofferownersoftheoriginalLisaafreeupgradetoaLisa2ora$2500upgradetoaLisa2/10.TheLisa2upgradeinvolveschangingthefrontpanelofthemachine,thediskdrivewithin,andthemachine'sread-onlymemory(ROM),whichcontainstheinstructionsforcontrollingthedisk.TheLisa2/10upgradealsorequireschangingthemainsystemboardandtheinput/outputboard.Whicheverup-gradetheychoose,currentLisaownerscancontinueusingtheirProfileharddisks,whichgivesusersofthe2/10upgradeatotalof15megabytesofhard-diskstorage.Lisaisclearlyaimedatabusinessaudiencethatneedsmorecapacityandmoresophisticationthanof-feredbytheMacintosh.Forinstance,PollacksaysthetheMacintoshlanguagesareeasiertolearnanduse,butLisa'saremorerobustandcapable.BASIC,Pas-cal,andCOBOLareamongApple'scurrentlanguageofferingsfortheLisa.Appleisabletoofferthelowerpriceforthebasemachine,inlargepart,becauseitnolongerincludesmanyofthefeaturesbundledwiththeoriginalLisa;theprogramsthatinitiallycamewiththeoriginalLisa(Write,Cale,Draw,List,Graph,andProject)arenowofferedseparatelyat$200to$400each.Byofferingthecomponentsseparately,Apple’spricingstrategyisbecomingmorelikethatofitscom-petitors,primarilytheIBMPersonalComputerandXT.Inthisway,Applehopestoincreasesales.Buttheupgradepolicyindicatesthatthefirmisnotaban-doningtheLise’sinitialusers.COVERSTORYCONTINUEDFROMPAGE91willbeavailableforthemachinebyJanuary1985.Suchwell-knownsoftwaredevelopersasMicrosoftCorp.,LotusDevelopmentCorp.,andSoftwarePublish-ingCorp.arecurrentlypreparingproductsforthema-chine.Forexample,Microsoft’sMultiplanspreadsheetshouldbereadybythetimeyoureadthis,followedbyMicrosoftBASIC,Chart,File,andWord,Koalkinsaid.Infact,Microsoft’sversionofBASICmayprecedeApple'sintothemarket.Lotusispreparingacustomizedversionofits1-2-3integratedsoftwarepackage,whileSoftwarePublishingplansversionsofitsPFS:File,PFS:Report,andPFS:Writeprograms.ManyprogramswillnotsimplybenortedovertotheMacbutwillbesubstantiallychangedtotakeadvan-tageofthemachine'suserinterface.ApplefiguresthatdesignerswillprefertomakeuseoftheMac’sinterfaceratherthanspendtimecreatingtheirown.Theinter-face'sbuilt-inflexibilityletsdevelopersrewritecertainparts,suchaschangingthewaymenusaredisplayed,withoutaffectingtherestofthesystem.Besidessav-ingsoftwaredevelopersalotofwork,usingtheinter-facealsoconservestheamountofRAMneededforaprogram.THEMAC’SCONCEPTIONAlnironyoftheMacintosh’screationisthatthemachineApplehopeswillbeitsbiggestsuc-cesssincetheAppleIIwasnotdesignedbyalarge,professionallymanagedteamofcomputerengineers.Instead,agroupofdedicatedrenegadesworked,forthemostpart,outsidethecorporateenvironment.Intheproject’searlydays,manypeopleatApplewerequiteskeptical,softwareengineerAndyHertz-feldrecalls:“Peoplethoughtofitas[Steve]Jobs’sback-to-the-garagefantasy.”ThecurrentversionoftheMacintoshdatesbacktoearly1981whenApplechair-In1980,Hertzfeld,whohadworkedearlierontheAppleII,beganwritingsoftwareforchiefhardwaredesignerBurrellC.Smith'soriginaldesignforthemachine.Inthosedays,Smithsaid,theMacintoshhadashakyundergroundstatus:“Itwasofficiallycan-celedseveraltimes,butwestillwenthomeandworkedonitanyway.”BecomingRealitySteveJobscameintotheprojectinearly1981withacompletelydifferentvisionoftheMacintosh.In-steadofRaskin’sideaofamachinededicatedtoasinglepurpose,Jobswantedageneral-purposecom-puter.Hesawthatthefirm'sLisadivisionwascreat-ingacomputerthatwasmucheasierthanmosttousebutwasfarbeyondthepricemanSteveJobsmovedasmallandLisa.Dubbingthenewoffice“TexacoTowers”becauseitoverlookedagasstation,thede-signersquicklybeganworkonMacintosh.Theprojectitselfdatesbackawhathasnowbecomethexpany.Heletusfunctionasastart-rangeofmostpotentialusers.groupofdesignersnotintoaHence,hesetouttobringthatgaragebutawayfromthefirm'stechnologytoamoreaffordablemainofficesandintosmall,sepa-Pacomputer.ratequarterswhereearlywork——~Jobs“breathedrealityintothehadbeendoneontheAppleITCG—project,”Smithsaid,anddesignersbeganworkonalower-costsys-tembasedontheMotorola68000centralprocessor,“Stevepro-tectedusfromtherestofthecom-upcompanywiththeadvantoftheAppleumbrella”iacoupleofyearsevenearlier,Macintosh’sstylishlogo.Inearly1981,Smithhadhooked“PrehistoricMacintosh,”asHertzfeldreferstoit,wasaresearchprojectformedin1979byJefRaskin,thenApple’spublicationsmanager.Henamedtheprojectafterhisfavoritevarietyofapple,notrealizingthefruitwascorrectlyspelledMcIntosh.Hismisspellingstuckandeventual-lybecametheproject’sofficialname.Initially,theMacintoshwasconceivedasaportablecomputerthatwouldrunAppleIIsoftwareandbededicatedtoaspecifiepurpose.Originaldesignscalledforamachinebasedonthe8-bit6809centralprocessorwithasmallmonitor,5%-inchdiskdrives,andaflip-downkeyboard.Thatprototyperesembledtoday’stransportablecomputers,suchastheOsborne1andKaypro.100March1984PopularComputingtheoriginal8-bitinteitec-turehehaddevelopedtoa68000ierlbenacsthere,themachineevolvedfairlyquicklytoonebasedonthatprocessor,withgraphicsandamouse.ByJune1981,theinternalmemoryforthisversionoftheMacintoshwasexpandedfrom64Kto128Kbytes,andthedesignersalsoincreasedthemachine’sdatacom-municationsabilitiesbyincludingApplebusconnec-tions,whichallowdatatobetransferredatrateswto1millionbitspersecond,aThismachinewasalmostidenticalto¢-sionoftheMacintoshexceptforoneHasheCoRSerene:ItanontlJanuary1988thatthedeci-siontouse3%-inchmicrofloppydrives;5'%4-inchdriveswasfinallyHateoat98March1984PopularComputingPhotographby€dCrabtres
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pinsMonthWeSCimibiesHowComestieneS“Compatible”?TW)l/smeay,ncoe|\\/1WeNGSNaN,\aI\eX®f|oeiVf\|RVZ‘\V/in|))\{()]|>)|||a|aeWAYNEGREENINC.February1984USA$2.95Number86.Canthe68000ReallyRunEverythingUndertheSun?TheTimex/Sinclair2068—promiseandPotentialTalkofTandy’s2000||\|108538
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CardcoPresents16KeyKeypadAfortheVIC-20™andCommodore64™TheCARDKEY/1providesanadditionalprogramable16keystoeithertheVICor64.Thisisaiseparatepadthatplugsintothejoystickportofyourcomputer.Itcomeswithitapeprograms(transferabletodisk)thatallowtheuserfodefinethe16keysasanynumber,letterorcharacterstringvalue.Itadditionallyallowsthekeystobedefinedasstrings.Anotherfunctionavailableisthedirectcalculatormodeinwhichyou\useyourcomputerasacalculator.Forexampleyoulpress5+5(enter)andthe:icomputerprints40\onthescreen.34.3\Mathewson)*Wichita|Kansas67214*(316)267-6525la™\TheCARDKEYfeatures:*16keyslaidoutinacalculatorformat¢Allkeysareuserdefinable*Keyscanbedefinedasanycharacter*Keyscanbedefinedascompletestrings*OptionalcalculatormodeManufacturer'sSuggestedPrice:$39.95Citcle369onReaderServicecardSais&usoSeeacompletelineofAmericanMadeCardeoProductsataComputerstorenearyou,today:VIC-20'8C64are\registeredtrademarksofCommodoreBusinessSystems,Inc.€ardco,iné-fyouwerewaitingforaMacintoshthatwouldbeanotherPC-compati-ble,runCP/MorMSDOSandsplashapaletteofcoloronascreen,you'llbedisappointed.TheintroductionofApple'sMacin-toshatthecompany'sannualmeetinginJanuaryrevealsnotonlyalittleLisa,butamachinethathasimprovedupontheLisa'sweaknesses.InMacintosh,youhavea32-bit-ar-chitecturemachinethatembodiesLisatechnologyinasinglebox.UnlikeLisa,though,theMacintoshisfastandyromisesplentyofsoftware—andit'sconsiderablymoreaffordable.NotaBigMacTheunititselfhasa10x10footprintandis13%incheshigh,allowingittotakeitsplaceunobtrusivelyonadesktop.TheMaccontainsabuilt-innine-inchdiagonalmonochromemonitorthatisbit-mapped(512x342dots).A400Kb3%-inchmicrofloppydiskdriveisanintegralpartofthema-0Microcomputing,February1984chine.Thereareno‘‘slots’’thatarethehallmarkoftheAppleII(andthatspawnedentireindustriesoftheirown).Instead,Applehaschosentoprovideamachinethatispracticallyhardware-completebybuildinginmostofthehardwareexpansionthatisoptionalwithslotwareontheAppleI.Theunithasabuilt-inreal-timeclockthat,inadditiontotime-stampingfiledirectories,iscapableofintervalandeventtiming.ThelimitednumberofI/OportsarelocatedinarowonMac'sback.Therearetwoidenticalserialports(accept-ingDB-9connectors)thatcanbecon-figuredforboththeRS-232CstandardandthefasterRS-422.Throughtheseports,connectionscanbemadetoaprinter(theAppleImagewriteristheonlyonesupportedrightnow),modemornetworkingsys-tem.Thereisasoundconnector(viaastandardminiplug)thatwillallowuptofour-channelsound.NexttothemouseconnectorisasocketacceptingaDB-19plugthatisassignedtoexter-nalmassstorageanduseseithertheoptionalApplemicrofloppydiskdriveorathird-partyharddisk.APowerfulInsideJobTherealpowerlieswithintheMac-intoshitself.Therearetwobasicboards—theanalog(containingpowersupply,speakerandsoon)anddigital.AtthecoreofthedigitalboardistheMCG6800032/16-bitCPU,whichoper-atesat8MHz.Surroundingthechipis128KbofRAMand64KbofROM.SkepticsofthesomewhatlimitedRAMaccom-modationsshouldrealizethatwithintheROMaremorethan500systemcalls,makingprogramcodingefficientandspeedy,TheROMcontainstheMacoperat-ingenvironment,whichallowsyoutoAddresscorrespondencetotheauthoratMicro-computing,80PineSt.,Peterborough,NH03458.
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MakesyourIBMPCtwiceasgoodforonly$299!YourIBMPCcanperformevenbetterthanIBMintended.IntroducingDoubleDOS—theSoftLogicSolutionthatletsyouruntwoprogramsatonce—withnodowntime.Whosaidyoucan’tdotwothingsatonce?Thismagicalsolutiontobetterproductivityisintroducedatonly$299.Plus—there’snoneedforexpensiveadditionalhardwareorsoftwarechangesinyourPC.DoubleDOSworkswithDOS1.1or2.0,andyourexistingDOSsoftware.ToorderDoubleDOSorformoreinformation,callSoftLogicSolutionstollfreeat1-800-272-9900,ormailinthecouponbelowimmediately.AskforDoubleDOSatyourlocalpersonalcomputerdealer.vaisreDoubleDOS—andtheIBMPC—asolutionthat’stwiceassweetasarose!aaesneeSorTLocicSOLUTIONS530CHESTNUTSTREETMANCHESTER,NH031011-800-272-9900InNHcall627-9900DoubleDOSworkswithDOS1.1of2.0,andyourexistingDOSsoftware.SIGNATURE:STREETCwCITY.STATEgZIP.__SENDTO:SOFTLOGICSOLUTIONS,INC.aoS(TSTREET*MANCHESTER,NH03101$2Circle271onReaderServicecard.Microcomputing,February198459usepull-downmenus,multiplewin-dowsandotherLisa-likefeaturesinyourownprograms.TheMac'skeyboardisnearlyiden-ticaltothatofLisa,withtheexceptionofanoptionalnumerickeypad.Typi-caloflateApplekeyboards,ithasasolidfeelandcanbeusedheavilywithoutfatigue.Its58keysgeneratemanyspecialcharactersinadditiontotheusualcomplementofASCIIchar-acters.Thekeyboardisconnectedtothemainunitviaacoiledcablewithmod-ularplugsateachend.Theoptionalnumerickeypadattachesindaisy-chainfashionfromtherearofthekey-boardunit.Theotherappendageisthemousethatconnectstotherearofthecom-puter.Ofthemanyversionsofthemousebeingused—one-,two-orthree-buttoned—Applemaintainsthatitsone-buttonmouseiseasiesttolearn.Acomputercanbeonlyasgoodasitssoftware.Perhapslearningfromitsownbadexperiencesasasoftwarevendor,Applehasstatedthatitwillrelyonthird-partysoftwaretosupplyMacuserswithwhattheydemand.Applehasscheduledthereleaseofalimitednumberofsoftwarepackagesthisyear,includingMacWriteandACapsuleLookAtApple'sMacintoshManufacturer‘AppleComputer,Inc.,2025MarianiAve,Cupertino,CA95014cdAslataiedisk,blankdisk,powercord,learningtapeanddisks.StandardFeaturesM1c68000(8MHz)CPUwitha32-bitinter-nalarchitectureanda16-bitexternaldatath;64KbROM,128KbRAM;real-timeclockwithsoftwaresystemon/offcontrol,intervalandeventtiming,COPSprocessorandbatterybackup;RS232CandRS-422terialAppleBusconnections;four-channel‘undmini-plugconnector;400Kbinternalive;3¥einchSonydiskdrive;one-buttonignmouse.be‘Requirements:110VACand60Wimijghtfortotalunit:20pounds,includingkeyboardandmouse.splayeensdiagonalscreen;full-screenbit-pes512linesby342dots;brightnessmajustmentcontrol.eestandardtypewriter-style;n-keylover;sculpturedkeytops:textured,non-rollove™vjare;fullASCIIcharactersetwith71myeenumerickeypadoption,areBardWijer$550,ExternalDiskDrive138dem300$225;Modem1200$495;eles,Keyboard$99;SecurityKit$49;e/MacPaintwillbeavailablefor‘May3,$195afterMay3;Macin-99°;MacTerminal$99°;Mac-tosh$125";MacintoshLogo$99°*;Fea$125**;MacAssembler/Debug-#309"!‘MacintoshBasic$99**.vailablefirstquarterof1984*aWritacwnitieuntilwailablesecondquarterof1984weaeeMacPaint.Theseprogramsareexcel-lentforshowingofftheMac'sLisa-liketechnology.MacTerminal,sche-duledforreleaseinthenextmonthorso,willsupporttheAppleModemthatwasannouncedlastfall.ProgrammerswillhavetowaituntilspringforMacPascalandMacAssem-bler/Debugger.LookforMacBasicandMacLogoinlatesummerorearlyfall.MacDrawandMacProject(pat-terneddirectlyfromsimilarLisapro-grams)shouldbeoutsometimethisspring.ApplewantstheseprogramstogetusersrunningontheMacandtogiveprogrammersthetoolsforfurtherpro-‘AdemonstrationoftheLisa2(notethe3¥%-inchmicrofloppydiskdrive)runingMacintosh’sMacPoint.7babdbibadfi——7TheMacintoshkeyboardisessentiallythesameastheLisa'swithoutthenumerickeyboard.Microcomputing,February198464
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gramdevelopment.Alsoencourag-ingisthefactthatAppleiskeepingthepriceofmostthesepackagesatabout$99.Wearetoldthatmorethan100soft-waredevelopershavebeenapprovedtoadaptorcreatesoftwareforMac.ScheduledforimminentreleaseareistheMC68000inthecenter.TheMacintoshdigitalboardhasfewerICsthantheIBMPCmonochromeboard.TheheartofthesystemTheMacintoshanalogboard.62Microcomputing,February1984specialversionsofMicrosoft'sMulti-plan,Lotus’s1-2-3and,bymid-year,Stoneware'sAdvancedDBMaster.SoftwareisalsobeingreadiedbySoft-wareArts,PersonalSoftware,ChangLabsandHaydenSoftware.Thesevendors,amongothers,havehadspecialsupportfromtheLisa/Macsoftwareteamstoassistinadaptingasmanypopularapplicationprogramsaspossibleforreleasesoon.UnliketheLisa,theMacisbeingofferedtosoftwaredevelopersasacompletely“open''system.Applewillnotonlysupplydeveloperswithathree-vol-umemanual—'InsideMacintosh''—butisofferingaone-weekcoursetoadvancedprogrammersatAppleheadquartersinCupertino,CA.SinceJune1983,Applehasmadedevelopmenttoolsavailable_thatallowprogrammerstousethestan-dardLisa-likeuserinterfacefunc-tions,suchasmouse-basedediting,multiplewindows,pull-downmenus,andcutandpaste—forfastediting,de-velopmentandprogrammodification.Mac'sMultipleMarketsAppleanticipatesmultiplemarketsfortheMacintosh.First,therearesome25million“knowledgework-ers""—thosewhomanipulateinforma-tioneverydayonthejob.Onlyasmallpercentageoftheseworkershavebe-comeinvolvedwithcomputers.SteveJobs,chairmanofAppleCom-puter,Inc.,imaginestheofficeofthe80swithatelephoneandMacintoshoneverydesk.Theothermajormarketisthecol-legestudent.AppleexpectsthatthecollegefreshmanwilltotehisMacin-toshtocollege,makingtheelectrictypewriteratoolofthepast.‘TheMaccarryingcase,incidentally,willcarryanentireMacintoshsystem.Ttiswell-constructedwithheavypad-dingandreinforcedseams.Whilethecasemakesthecomputereasytolugaround,Icouldn'thelpbutfrownatApple'spictureofsomeoneridinghisbikewithhisMacbouncingaroundinthefrontbasket!OntheRoad...__ThestoryabouthowtheMacintoshismanufacturedisinteresting.JobsandotherAppleofficialstouredcomputerfactoriesaroundtheworld.Theythendesignedandimple-mentedoneofthemostadvancedro-boticmanufacturingfacilitiesintheworld.Usingahumanworkforceofabout100,theplantwillproduceaMacintoshevery27seconds!Lisa'sSisterWhiletheworldwasawaitingtheintroductionoftheMacintosh,ApplewasbusilyreworkingitsoriginalLisatoproduceimprovedLisatechnolo-gy—theLisa2.TheLisa2issignificantnotonlybe-causeoftheobviousimprovementstotheoriginaldesign,butbecausetheLisaandMacintoshformwhathasbeendubbedbyAppleasthe‘Apple32-bitFamily."TheLisa2hasthesameenhancedLisaperformanceastheMacintosh.Lisa2isalsoaggressivelypricedtobringitintoarangewhereLisashouldpandedto1Mb.Ithassingle32-inch400KbmicrofloppybuiltintoitsfrontthatwillrunMacintoshsoftware.Itwillbemarketedasthecorner-stonemachineinanofficeenviron-mentthatcouldincludenumerousMacintoshes.EachLisa2andMacintoshhasbuilt-innetworkingcircuitrythat,whenconnectedtoeachotherviacable(about$25pernode),willaccesstheLisa2'sharddiskfile,makingin-formationtransferpossible.Linkingthemachinestogetherwillalsopro-videsharedservices,suchaswithAp-ple'splannedlaserprinterand74Mbharddisk.TheLisa2isalsoequippedwithex-pansionslotsthatcouldsupportmulti-pleenvironmentssuchasCP/M,MSDOSorUnix.Lisa1NotForgottenWithsomuchtalkabouttheApple32-bitfamily,thecompanyiscon-cernedthatLisa1ownersbewell-servedastheLisatechnologyisad-vanced.Atanominalcost,ApplewillsupplyupgradeenhancementkitsforallLisa1s.Applehasdeveloped“springsoftware'’thatwillspeedupthesluggishsoftwarethathasim-pairedtheacceptanceofLisaoverthepastyear.havebeenayearago.Thisnewoff-springfeaturesanintegrated10MbWinchesterdisk.Thebasicmachinehas512Kbofmemorythatcanbeex-AnotherNewApple:IIIPlusIn1982,whenAppleComputer,Inc.,triedtoimproveonitsindustry-leadingAp-pleII,theresultwashardlyimmediatesuc-cess.TheAppleIIIhaddefectsthatforcedarecall;whencorrectionsweremade,though,theAppleIIIwasreadytotakeitsplaceinthebusiness/educationfield.NowtheIIIhasitsownfollow-up:theAppleIllPlus.IntheIIIPlus,Applehasincorporatedseveralimprovements—mostnotablyitsAppleIle-stylekeyboardwithrepositionedcursorcontrolkeysandadeletekey.Inad-dition,aninterlacevideomodethatdoublesthescreenresolutionoftextandgraphicshasbeenadded.OtheradjustmentsintheITIPlusinclude:@Aclock/calendarfunctionthatworkswithbusinesssoftwareprograms;@Aredesignedmainlogicboard;eimprovedperipheralports,whicharestandardDB-25-pinconnectors,onthebackpanel;@Modifiedslothousingsforeasierinser-tionandremovalofperipheralcards;@RevisionsoftheSophisticatedOperatingSystem,SOS1.3,andsystemutilitiesthatsupportthehardwarechanges.‘TheJITPlusis100percentcompatiblewithAppleIIIsoftware.Inaddition,morethan1500CP/M-basedprogramswillrunontheJIPluswhenit’sequippedwithaSoftcardTIT.‘theAppleIIIPluscarriesapricetagof$2995.|_-—___________!
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MAY1984U.S,$2.50Canada$2.95HOMECOMPUTER’MACATTACK!GettingToTheCoreofApple'sLatestComputerVwonderRADIOSHACK’'SDYNAMICDUO:TANDYdFmacintoshWANDMe1a{.COMPUTERSISUSER_FRIENDLY|SOFTWARE_FRIENDLY?
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CONTENTSVolume2,No.4May198422SPECIALFEATURE¢Apple’sNewMacintoshIsittheComputerforthe80's?28SYSTEMSANALYSIS¢TheTandyModel2000Tandy'sChallengetoIBM34SYSTEMSANALYSIS¢SmallWonderRadioShack'sPotentPortable,theMC-1038PERIPHERALVISIONS°TheBareFactsDrawingaBeadontheKoalaPad57SPECIALREPORT¢WordProcessingAtoZPartTwoofEHC'sIntroductiontoWordProcessing62SPECIALREPORT°TriplePlayThreeWordProcessorsfortheCommodore6464FRIENDORFOE?«JustHowFriendlyisYourUseréFriendlySoftware?72SOFTWAREPIRACY°AGlimpseInsidetheNotSoBackstreetWorldofOneoftheHottestComputerIssuesPage28Page227ONLINE52SCHOOLBUS8SMALLBYTES69YOURBUSINESS16MAILMERGE78READOUTS18TECHTALK80GLOSSARY44SOFTWARESIGHTS82HOTLIST
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yDpfoaufStasnvaag,,pAvoqaad,,WAAG)111109ahfjasnpavogdoyayySadagyUaq],:‘yuajuanuoalowwag)yinBeuguuonautyg)silpjuanopunogtayyensuumSoaaupngfosales|yysauoyqStaal!ionoddiagofpapos-aoj0‘aquuwxasof‘shayal:ieBundaypuedayofsvapsqiel4fJoyvqyinsooseye*wainduuoojouosiaddquuvfmauayylod
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connectingcord.LittleTrampcharacterlicensedbyBubblesIncst
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AWholeNewTrackOrTheEndOfTheLine?pplehadtodosomething.Theyweresittingoncom-putersthatwere,bythetimetableofthecomputerindustry,ancientpiecesofequipment.True,theAppleIIserieshasstoodAp-pleingoodsteadforlongerthananyothercomputerhasservedanyothermanufacturer.Itisequallytrue,thatApplehascontinuedtomakeimprove-mentstoitsbrilliantlydesignedoriginal.However,thelifespanoftheAppleIIseriescomputerswascomingtoitsin-evitableend.Competitivecomputermanufacturerswereofferingcomputerswithbetterfeatures;morememory,strongergraphics,on-screensound,up-perandlowercasecharactersets,andlowerprice(althoughfewofthesewereasexpandableorwell-builtastheAppleID).APAGEINHISTORYTomany,theAppleIIwasthefirstpome/smallbusinesscomputer.Itwasthefirsttrulyusablecomputerthatwas22EASYHomeComputerByMARKBROWNSTEINavailable.PriortotheII’sintroductioninthemid70’s,ifyouwantedacom-puteryouwouldprobablyhavehadtobuildityourselfanddoalltheprogram-minginmachinelanguage.WiththeApple,anyonewiththemoneycouldbuyacompletecomputer/keyboardunit.Upgradingthecomputerwasin-itiallyajobforahobbyist,butthelackofavailabilityofspecialfunctioncardswhichfitintoexpansionslotsbuiltintothecomputerwasquicklyeliminatedbyambitiousthirdpartymanufacturers.WiththeintroductionofVisicalcandotherexceptionalapplicationspro-grams,themoveintohomesandofficesbeganinearnest—oncea“‘computer’’couldbemadetoserveafunctionbetterthanitsalternative(nocomputer),manywhowerepreviouslyopposedtolettingmachinestakeoverhumantasksreluctantly(andsoon,gratefully)addedcomputerstotheirhomesoroffices.WiththeintroductionoftheIBMPersonalComputer,Apple’sedgeveryrapidlyeroded.ThePCwasmorepowerfulthantheApple,ithadIBM’ssolidnamebehindit(remember,Applewasoriginallymadebyandforcom-puterhobbyists),andprogramswerecomingoutforthePCthatmadeitmuchmoreusefulthantheApple.ItmusthavebeenplaintoApplethatitcouldn’tbeatIBMatthepersonalcom-putergamebyusingtheAppleIIseriesofcomputers.Apple’sanswertothePCwastwofold:first,aminorremakeoftheex-istinglinetocreatetheAppleIII.Thesecondwasarevolutionary,buttooex-pensive,departurefromtraditionalcomputing,Lisa.Inspiteofimprove-mentsovertheAppleIImachines,salesforAppleIIIweredisappointing.Lisa,however,wasagroundbreakerofsorts—aforerunnertoanewgenerationofLisas,andtheMacintosh—andin-spirationforanewtypeofcomputersoftware.Lisa,thefirst“‘userfriendly’?com-puter,introducedanumberofnewap-proachestocomputing.Thefirstim-portantconceptwastherepresentationofadeskonthescreen.Inordertodothethingsyouwanted,youmerelymanipulatedtheitemsonthecom-puter’sscreen(thesymbolicdesktop).Selectionoftheseitems(icons,astheyarecommonlyreferredto)wasbymeansofamouse—adevicethatlookssomethinglikealittlerodent,andcon-sistsofasmall,roughlypalm-sizeddevicewitharollerinside,a“‘fire”’but-ton,andacordconnectingthemousetothecomputer.Movingthemousealongarealdesktopresultsinacorrespondingmotiononthecomputer’sdesktop.Totakeafileanddeleteitfromworkspace,onemovesthemouseuntilthepointerisontheiconofawastebasket—pressthefirebutton,andit’sgone.Theideaofusingicons(insteadoftypedcontnds)toselectfunctionsisonethatis;omeincreasinglycommonincomputerofalltime.muchofthenewsoftwarebeingwrittenLisacameoutalittlemorethanayearforthePC,andhasevenfounditswayago.Appledidn’tdowellmahaeeontotheCommodore64’sMagicDesk.LisaoritsAppleutproducts:andafterThesecondmajorconcept,whichisareorganizationintopmanagement,integrallylinkedtoiconsandtheApplecommitteditselftosettinganewdesktop,istheuseof‘‘windows.”’Withstandardincomputing—anewprotiawindow,youmayjumpfromonepro-(orproductline)thatwouldquicklygramtoanother,overlayingthenewestearnastrongplaceinthecomputerabovethoseusedearlier.Youcanmarketandsellingthoseunitsquicklysae“cutandpaste”fromoneprogramenough,toinsureaplaceforthenextjntoanother.Forexample,youshouldfewyears.Rumorsbegan‘anebeabletotakedatafromaspreadsheetaboutthenewcomputerscodaaaprogram,runthedatathroughadisplayMacintosh,afterthearele;eensprogram,thenpastetherepresentativename(butdifferentspelingaeonchartintothewordprocessedreport.dex,atrade-onlymaeecshowlieTheabilitytousemultipleprograms_lastNovember,Applelec!ined:"jmultaneouslyisreferredtoassoft-informationaboutMacintosh,insteacisintegration.itsentupasmokescreenaboutAppleie‘etallthesefeaturesontheLisaIII+.Alittleoveramonthlater,manyDeatialve—thecomputercostrumorswereconfirmed—therewouldoF000—andyouwerelockedintobeaMacintosh,anditwouldbere-peanthatwouldonlyrunonLisa.leasedatApple’sannualstockholder’sitionalLisapro-meeting.Re,theLisaAttheendofJanuary,1984,thewaitSatethemostlimited‘‘unlimited’’wasoverMacintoshhadarrived!ByPpnowit’sinstoresaroundthecountry,manymagazineshavegivenitextensive,earlycoverage.Theflowofsuperlativesheapedaroundthismachinehasbeencontinual.Nowthattheinitialemotionalresponsehassubsided,lettakeaclose,decidedlymoreobjective,lookatMacintosh.ANEWLEAFWhenyoufirstseetheMacintosh,youmaybeinforsomethingofasur-prise(ofcouse,bynowyoumusthavealreadyseenpictures,commercials,orotherpresscoverageofthemachine),butfirstimpressionsofitsmachineupclosecanstillprovedifferentfromwhatyouinitiallyexpected.Themachineisreallyprettysmall,occupyingafoot-printlessthanafootsquare(9.7incheswideby10.9inchesdeep).Macisamere13.5incheshigh,andweighslessthantwentypounds.Itisextremelyportable—ahandgripiscarvedoutofthetopsoyoucanpickMacupandtakeitwithyou.:MakingMacmoreportableisanop-tionalcarryingcasethatsafelycarriescomputer,keyboardandmouse.Ifyoudon’twantportability,asecuritykitisavailableforlockingthecomputerandkeyboardtosomeimmovableobject,say,a49Hudson,althoughthemousedoesn’tsharesuchasecurearrange-ment.Builtintothissmall,compactpackageisanine-inchhighresolution,EasyHomeComPuTeR23.
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LUNAROUTPOST.EARTHTheZytronStrikeForceisattackingtheLunarOutpost,andEarthliesopentotheirassault.UseyourInfraredEnemyDetectortopinpointtheZytron’slocationThenraceacrossthemoonsearchingyourMapfortheenemy.Whenyoufindthem,it’stimetoswitchtothebattlefielscreenfor3dimensionalcombat!ManeuveryourLunarAssaultVehicleundertheZytronships,thenblastthemoutoftheskyasyoudodgetheirnuclearbarrage.Ifyou’rehitorlowonfuel,doyouhavetimetoserviceyourvehicle?Canyouaffordtostandandfight,orisitbettertosacrificethisterritorytoprotectanother?Whatisthebeststrategy?Planwell,butdon’twasteanytime.Earthisdependingonyou!Oneplayer;joystickcontrolled.1hehSOFTWAREStrategyGamesfortheAction-Game.Player512x342pixel,blackandwhitedisplay.Thedisplayoccupiesroughlyhalfoftheheightofthecomputer.BelowthescreenisaslotfortheMac’s3%inchdiskdrive.That’sright—there’sonlyonedrive,anditisn’tthesomewhatstandard514”?ofmostsmallcompu-ters.InthecaseoftheMacintosh,thechoiceofdriveswasagoodone—thefactthatthereisonlyonedriveisnotnecessarilyasgoodachoice.*The3%”drive,whichiscurrentlybe-ingmanufacturedforApplebySony,willundoubtedlybecomeastandardfornewcomputers;primarilybecauseofApple’sdecisiontouseitonMacanditsnewLisa2computers,butalsobecauseGavilanandHewlett-Packardalsochoosetousethesamedisk(butdif-ferentrecordingformats)forsomeoftheircomputers.TheMacintoshdiskiscapableofstoring400Kofdata—morethanmost5%”?drives.Thediskconsistsofadiskofmagneticmaterialwithametalhub(allowingbettercontactbetweendiskdriveanddisk,andresultinginmoreac-curatespeedregulation),enclosedinahardplasticcasing.Theslotexposingthediskiscoveredbyaslidingmetalcover,whichhelpstokeepoutdustorpeskyfingerprints.Aslidingnotchwriteprotectsthedisk.Thenew32”disksseemtobeagoodidea—theircapacityisequaltoorgreaterthanmost5%”floppies,theyareconceivablylesspronetoerror,andtheycanwithstandsomewhatroughertreatment(youstillhavetokeepthemawayfromheat,li-quidandmagneticfields,butit’sawful-lyhardtobendthemoraccidentallytouchthedisk’sinnards.)ApplemodifiedtheSonydrivessomewhatsotheycanrecordmoredatathanthestandarddriveallowed.In-steadofbeingsatisfiedwithadiskspin-ningatonespeed(sothattheouteredgesarespinningmuchmorerapidlythanareasnearthecenterofthedisk),theymadeaspeedadjustablemotorwhichallowsrecordingandplaybackatoptimumdensityonallpartsofthedisk.Asaresult,whenthediskdriveisoperatingitseemstobemakingallkindsofgruntsandgroans,almostmusicalsounds,whichyoucanpro-bablyquicklygetusedto.SincetheMacintoshonlyhasabout64KofROM,backingupa400Kdiskcantakealargenumberofdiskswaps.24EasyHomeComputerThefullyconfiguredMacintoshincludesprinter,modem,ndriveandcarryingcase.Backingupadiskonasingledrivesystemcanbeslowandtedious,and,ifyouaren’tpayingattention,couldresultinlossofdata.Anoptionalse-conddiskdrive($495)wouldprobablyberequiredequipmentformostserioususers.AtthebottomoftheMacisajackforplugginginthekeyboard.Thejackap-pearstobeastandardmodularjack(thesameasusedonmosttelephones).Con-nectionanddisconnectionis,literally,asnap.Thejackalsoacceptsanumerickeypad,whichmaybeavaluableaddi-tionifyouplantodomuchworkwithnumbers.ThekeypadplugsintotheMac,andthekeyboardplugsintoanassignedjackatthebackofthekeypad.Alookatthekeypadwillbeatip-offtohowlittlethekeyboardcanbeex-pectedtodoforyou(sincethemouseandiconsdomostofthefunctionselec-tion).Thekeyboardhasonly58keys—minimalbymostcomputerstandards.Inadditiontothestandardalphabet,apairofoptionkeysarelocatedattheex-tremeendsofthebottomrow,separatedfromthespacebarby(ontheleft)acloverleafkey,and(ontheright)anenterkey.Onthenextrowupallkeysarestandard.Thenextrowisalsopret-tymuchstandard—ontheleftsideistheusualCapsLockKey;ontherightisaReturnkey.Thenextrowisalmoststan-dard,withkeysforbrackets,braces,diagonalandverticalline.Atthetopthejiumerickeypad,diskonlynon-standardkeyisattopleft,totheleftofnumber1:atildeandaccentmark.Thenumerousfunctionkeysthatusuallycluttermostkeyboardsarenotablyabsenthere.Attherearoftheunitthemouseplugsintoamodularjack.Alsoonthebackofthecomputer(labeledwithiconsinsteadofwords)isadiskdrivein-terfacemakinghookupoftheoptionalextradrivesimple,andtwoRS232/RS422serialports.Theserialportsarenon-standard;thepinloca-tionshavebeenchangedtoallowasmallerconnectortobeused.Accor-dingtosourcesatApple,athird-partymanufacturershouldsoonhaveanadaptorthatwouldallowoneporttofunctionasfourstandardRS232ports.Thiswouldmakeadditionofmoredevicesthanyou’dnormallyneedrelativelyeasy.ThereisalsooneIEEEportfor“connectionoftestequipment.’’OPENINGTHECOVERTheMacintoshisawelldesignedmachine.Hookupisverysimple,in-volvingthreeconnectors(onepowersupply,oneforthemouse,andoneforthekeyboard).ToturnMacon,justteacharoundthebackandflicktheswitch.Asiftheremaybesomeprob-Jemfindingtheswitch,thehousinghasadifferenttextureinfrontoftheswitch,soitcanbelocatedwitheyesclosed.
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Onceyou’veturnedMacon,thescreenwillshortlylightup,anda‘‘Hap-pyMac’”’willcomeonscreen.HappyMacisalinedrawingoftheMacintoshwithasmilingface.Ifyouhaveagooddiskinthedrive,you’hearitwhirringandsoonthescreenwilldisplayagreyscreenwithafewicons.Alongthetopwillbeyourbasicmenuline—Apple,File,Edit,View,Special.AlongtherightsidetheiconsforSystemDisk,AlternateDiskandTrashappear.Mov-ingyourmousesothecursorisontheSystemDiskicon,thenpressingthebut-tonwillbringupiconsfortheDisk’sstoredfiles.Itis,perhaps,thisfirstdeskscreenthatisthereasonforsuchanemotionalresponsetoMacintosh.Insteadofbeinggreetedbytheusual‘“XXXXX”’bytesavailable’’messageonadumbscreen,theMacintoshcomesupwithamenuofchoiceswaitingforyourselection.Macisthere,readyandwaitingtointeractwithyou.WhatyougetwhenyouturnMacin-toshoniswhatApplereferstoasan“‘environment”’thatisreadyandwaitingtoworkforyou.Thekeytolik-ingMacintoshislikingtheworken-vironmentthatitprovidesyou.Andwhatisthisenvironment?We’vealreadyhintedatitwhenwementioneddesktop.Thisisprettymuchwhatyouget—apictureofadeskwithiconsrepresentingthecontentsofthediskyouarecurrentlyworkingwith.Eachprogramonthatdiskwillhaveitsowntitleandicon;eachfilewillhaveaniconandtitle,andtoselectaparticularpro-gramorfiletoworkon,youmerelymovethemousesothecursorisontheicon,andpressthemouse’strigger.(Ifyoupressitonce,youwillthenhavetoetintooneofMac’s‘‘pulldown’’menus(moreonthoselater)toselectanOPENFILEcommand.Thiswillbring‘ouintotheprogram.Alternatively,«doubleclicking’’willtakeyoudirect-lyintotheprogramorfile.Init’swordrocessing(orcertainother)file,Macwillalsosimultaneouslybootthecon-trolprograminadditiontoyourpre-viouslystoredfile.TABLEOFCONTENTSSowhat’sapulldownmenu?Earlierinthisreportwetalkedaboutthetopjineofthescreen.(Apple,File,Edit,viewandSpecial).Whenyoumovethecursortothedesiredfunctionandholddownthefirebutton,achoiceofop-tions“‘pullsdown’’fromthetopofthecolumn.Keepingyourfingeronthetrigger,youslidethecursoroverthefunctionyoudesire,thenpressthebut-tonagain.Thefunctionsthatareap-propriateforyourneedsareinblack,thosethatwon’tworkatthatparticulartimearegrey.There’sseldomanycon-fusionaboutwhatyouwanttodo.Forthemostpart,thepulldownmenutitlestellyoumostofwhatyouneedtoknow.TheApple,ofcourse,isanothermatter.WhenyoupulldowntheApplemenuyouaregivenavarietyofchoices.TheoptionsyougetareCalculator(atenkeycalculatorwhichyouusethemousetooperate,pressingthetriggerwhenthepointerisonthede-sirednumberorfunction);Clock(a24hourclockthatisbatteryoperated—wheneveryougotothisfeature,yougetthecorrecttime);Keycaps(autilityallowingyoutoseealternatecharacterswhichyourkeyscanbesettotype);puz-zle(oneofthoseoldsquarepuzzleswereyouhavetoslidethenumberedpiecessothatallthenumbersareincorrectorder);NotePad(an8pageblankscreenforstoringnotes,memos,etc.);scrapbook(ausefulutilityforcutandpastestorageofscreensfromotherpro-grams);andControlPanel(whichal-lowsyoutotailormanyfeaturesoftheMactoyourownpersonaltaste).TheoptionsfortheControlPanelincludevolumecontrol,‘‘doubleclick’’sen-sitivity,mousemovement(fastorslow),keyboardsensitivity,andotherusefulfunctions.Theonboardbatterysavesthesesettingsuntiltheyarechangedagain.Withthenormalsetting,thecursormovesexactlythesamedistanceasthemouse.Inmyexperience,however,youneedalotofcleardesktomakefulluseofthemouse.Otherwise,you’llfindyourselfhavingtoliftthemouseandputitbackdowntofinishyourselectedmaneuver.Appleclaimsthatinashorttime,mostuserswillfindthemousetobeaninstinctiveextensionoftheirarm,makinginteractionwiththecomputeraneasy,naturalprocedure.Formyself,Ifoundthemousetobesomewhattroublesome,requiringmoreliftinganddroppingthanIreallywanted.Themousehasbeencorrectlydescribedasanupsidedowntrackball.Mysuggestionisthis:ifsomebodywastomakeatrackballthatwouldbeplugcompatiblewiththeMacintoshitwouldprobablybesimplertorollastationaryballthanhavingtomoveamouse.Trackballscangivemoreprecisecon-trolofdirection(although,admittedly,youprobablywouldn’tbeabletotravelcompletelyacrossthescreenwithouttakingyourhandofftheballandre-spinningit),wouldrequirelessspace,andmaybecomeamoreusefulcursorcontrollerthanamouse.Theproblemofholdingabuttondowncanbesolvedbyusingatoggleswitch.Gettingbacktopulldownfilesandal€FileMEMEsearchFormatFontstyle2ttheott—————————sfantUnde“FromonTofutSubject:|_Lopyapata!No’bottom1i|_ShowClipboardinourlineupyourpeopleinmarketing,|wantedtoakeZapata!thehottestsellingall-sportshoeYoucanreadtheattached143-pagereportatyourleisure,butthisreallygivesyoueverythingyouneedtoknowMac'spulldownmenusletyouselectdesiredfunctions.Here,ashoeispastedintotext.EasyHomeCompuTeR25SYSTEMSANALYSISTHEMODEL2000:Tandy’sGrabAtTheBusinessBrassRinghehugeCaesar’sPalacecasinoandhotelinLasVegaswasanunlikelyplacefortheannouncementofamajornewpersonalcomputer,butthat’spreciselywhereRadioShackunveileditsModel2000duringtheComdextradeshowlastNovember.Afterfeedingtheseveralhundredmembersofthepresswhomanagedtogetupearlyenoughtomakethebreakfastmeeting,thebiggunsfromRadioShackmethodicallybutefficient-lypresentedthedetailsoftheirnewbaby.NOTACLONEAtatimewhententotwentynewmodelsareannouncedatshowslikeComdexandtheNationalComputerConference,RadioShackhasawinnerinthe2000.InanerawhenIBMdomi-natesthemarketformoreexpensivebusinessandprofessionalcomputers,RadioShackdidn’tplaycatchup,itleapedaheadofIBM.The2000offersbuyerstwothings—theabilitytorunmanyoftheprogramswrittenfortheIBMPC,andtheabilitytodomore,lotsmore.The2000is.faster,hasmorecapa-city,offersmorefeatures,andcostslessthanasimilarlyequippedIBMPC.DoyoudoubtthatRadioShack,makerofthemuchmalignedTRS-(sometimescalled“‘TRASH-’’)80computers,cangetoneuponIBM?Readon,andyou'llseewhyJohnRoachissoproud.28EasyHomeComputerByJERRYWILLISTHEADVENTOFTHE2000TandybeganlifeasaWestTexascom-panythatsoldleatherproductstopeoplewhowantedtotakerawleatherandcreatetheirownbelts,shoes,vests,andjackets.(Ironically,Coleco,thecom-panythatmakestheAdamcomputer,beganlifeastheConnecticutLeatherCompany.)Asthecompanyprospered,itmovedintoothermarketsandeven-tuallyboughtanailingBostonelec-tronicsfirmcalledRadioShack.RadioShackwasrunningadistantthirdtotwogiants—AlliedElectronicsinChicagoandLafayetteRadioonLongIsland.Atthetime,RadioShackhadareputationforlowpricesandqualitythatwasopentodebate.UnderTandy’swing,thecompanynowcompletelyovershadowsitsoldrivals.RadioShackboughtAlliedafewyearsago,andLafayette’seffortstobuildanationalchainofstorestocompetewithRadioShackfailedmiserably.Withagoodmixtureofluckandforesight,RadioShackmadeanearly,iftentative,moveintothesmallcomputermarketwithitsTRS-80Model1com-puter.Bytoday’sstandards,itwasacrude,unreliablebeast,buthundredsofthousandsweresold.ThesuccessoftheModelIconvincedRadioShackexec-utivesthecompanyhadaplaceinthesmallcomputermarket,andsalesofcomputersandperipheralsareasignifi-cantpercentageofthecompany’sbot-tomlinetoday.Fromthebeginning,RadioShackhasbeenasortofstepchildinthepersonalcomputerindustry.First,thecompanyheadquartersareinTandyCenter,amodern,mostlyglass,skyscraperindowntownFortWorth,Texas.Many,butcertainlynotall,personalcomputermanufacturersarebasedintheSiliconValleysouthofSanFrancisco.Second,RadioShackisnotreallyahightechcompany,norisitreallyamanufacturer.Well,itisbothofthosethings,butTandyisfirstandforemostaretailer.Itsellselectronicproductstoendusers—peoplewhowalkintooneofthethou-sandsofRadioShackretailstoresacrosstheworld.Nootherpersonalcomputermanufacturercontrolsasmanyretailoutletsfortheirproducts.OperatingoutofFortWorth,andhavingseveralthousandretailoutletsaren’tmajorhandicapsforTandy,butthecompany’sreputationforlowquali-tyisamajorproblem.OneofthefirstpublishedreviewsoftheModelIwashighlycriticalofthe‘cheapplastic’’casewhichhousedthecomputer.Inare-buttal,aRadioShackspokesmande-fendedthefullgreycasesusedonearlyRadioShackmachinessayingtheyweremadeof‘‘thehighestqualityindustrialgradeplastic.”Thatgreyplasticwouldhavebeenfineonaninexpensivestereo
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menus,manyoftheselectionsgiveyouachoiceofmethodstoselectthem.IfyouLOVEusingthemouse,youcanslidethecursoroverthemenuchoicetomakeyourselection.If,ontheotherhand,yougrewupwithakeyboardandappreciatethespeedandconvenienceofkeyboardentries,youcanselectmanyfunctionsusingthecloverleafincom-binationwithaspecificletter.Thismethodwillprobablybecomethemostused(oncethekeycombinationsarelearned)sinceit’sfasterandmorecon-venientthantakingyourhandoffthekeyboard,findingthemouse,movingittothepulldown,pressingthebutton,andfinallyfindingyourchoiceofop-tions.Applewassmarttoallowyoutooverridetheslow,gimmickymouse.Asitcomesoutofthebox,theonlysoftwareyougetisaninstructionaldisk(thatwon’tletyoudoanythingotherthanfamiliarizeyourselfwiththemachine).Inordertodoanythinguseful,you’llneedtobuyspeciallydevelopedsoftware.Ifyoucanaffordthe$2450itcostsforthebasicMacRIGHTAWAY,ApplewillthrowinMacWriteandMacPaint(normallyaboutahundredbuckseach)atnocharge,butcheckwithyourdealertoseewhentheofferexpires.INTHELIBRARYUsingeitherMacWriteorMacPaintwillgiveyouarapidfeelfortheoperatingenvironmentcreatedfortheMacintosh.MacPaintisadrawingutili-tythatprovidesastrongvarietyofoptions.MacPaintgivesyouascreenwithavarietyofoptions(seecoverforabetterview).ThecoverillustrationwasverysimplydrawnbymovingthecursorovertheletterAandandclickingthebut-ton—thisgavecontrolovertotheKey-26EasyHomeComputerboard.WetypedinthenameMacin-tosh,movedthemousetotheFontpulldown,selectedLondontypestyle,movedthecursortotheFontSizepulldown,selected96point,andourtextcameonscreenaswedesired.Wethenmovedthecursortothetopleftcornerofourword,clickedandheldthebuttonandslidtheentirewordsothatitwascentered.Forthebackground,wefirstselectedthebackgroundpattern(onthebottonofthescreen)bymovingthecursoroveritandclickingthebut-ton,andthenselectedthesolidfillboxontheleftofthescreen.Whenyougotofillthebackground,yousimplymovethecursortothepointwhereyouwanttostartyourfill,holddownthebutton,anddragthegrowingboxtowhereveryouwantthepatterntostop.Releasingthebuttonwillplanttheboxwhereyouleftit,withthepatternautomaticallyfilledin.Ifyoumakeamistake,there’san‘‘oops’’boxthatundoesyoulastentry.Todrawonscreen,simpleselectthetypeofbrushandholddownthetriggerwhileyoumovethemouse.Itcouldn’tbemuchsimpler.MacPaintgivesyouawidearayofoptions;allofwhichmakethemouse-Macinteractionuseful.Applesuggeststhatyoucandrawapersonalizedletterhead.Whenyouarehappywithyourcreation,itcanbestored,andlatercutandpastedontoallyourletters.Thiscutandpasteversatili-tyallowscaptureofindividualscreensforuseinotherdocuments.It’sprob-ablyanicefeaturetohave.However,ifallyouwanttodoisdraw,therearemanysimilarprograms(andsomethatworkaswell,ifnotbet-ter)availableforothercomputers.Datamosthasanexcellent(andsome-whatsimilar)packagefortheCom-modore64thatgivesyoutremendouscontrolovercolorgraphicsusingthekeyboard(toselectoptions)andjoy-stick.Koalapadsarealsoversatilegraphicstabletswithsimilarflexibility,andareavailableinversionsformanycomputers.MacWriteisawordprocessingpro-gramforMacintosh.Italsomakesuseofthemouseforcontrolofmostop-tions.WithMacWrite,whatyouseeisessentiallywhatyouget.Thetextisdisplayedverymuchlikeitwillappearwhenitisprintedout.Youaregivenachoiceofformats,controloflinespac-ingandmargins,andawidechoiceoftypesizes,styles(bold,shadow,under-line,andothers),sizes,andcanmixthesestylesasmuchasyouwant.Thereareonlytwotypesoftabs,however.Thefirsttypewillindenton-lyatthebeginningofaparagraph.Thesecondisadecimaltab,whichwillmovenumberstotheirappropriatepositionsaroundthedecimalpoint.Ifyouwanttoindentanentireparagraph,youwillhavetochangetheformatforthatpara-graph.Fortunately,thatisn’tparticu-larlydifficulttodo,althoughyouhavetotakeyourfingersoffthekeysandplaywiththemousetodoit.MacWritehassearchandreplaceutilities,andenougheditingoptionstomakeMacWriteausefulprogramformost,butnotall,wordprocessingneeds.Whileitwon’treplaceadedicatedwordProcessor,itisadequateformosthomeandsmallbusinessapplications,Usingcutandpaste,asmentioned,apreviouslycreatedletterheadorlogocanbeeasilypastedintoawordpro-cessedmanuscript.Thisisasmallhelp,ifthat’swhatyouneed.MicrosoftwillhaveaspecialMacver-sionofMultiplanavailable,I’veseentheprototypeanditseemstoincor-poratethefunctionsofthemousepret-tywell.Again,however,youhavetogetthosehandsoffthekeyboardorkeypadtochangemostfunctions.Thiscouldbe,atbest,disconcertingandatworst,adownrightpain.Anotherweaknessisthat,withonlyabout64KRAMavai-lable,filemanipulationisn’tasfastorefficientasitisonothermachines.AcPAwouldn’tbeabletouseMacMul-tiplanalthoughasmallhomebudgetwouldprobablybewellservedbythepackage.AnothershortcomingoftheMacwhichwehaven’tyettouchedonisitsabilitytoonlyuseoneprogramatatime.UnlikeLisa,whichallowedyoutousewindowstojumpfromprogramtoprogram,withMacintoshyoucan’tdothat.Therefore,ifyouhaveanapplica-tionwhereyouwanttotakedatafromMultiplan,drawagraph,andthenpasteitintoaMacWritereport,youwouldberequiredtodoanumberofdiskswaps.Thisistimeconsumingandcouldpo-tentiallyinvolvelossofthestoreddataifawrongselectionismade.Thebot-tomlineisthis—ifyouneedwindows,youhavetorememberthattheMacisn’taLisa—youcanonlydoonethingatatime.OtherprogramsthatwillsoonbeavailableincludeMacTerminal,ater-minalemulationprogramfortelecom-munications;MacintoshPascal,aver-sionofthisoperatinglanguage;Macin-+toshBASIC,whichIsawdemonstratedbutwasonlyinprototypeversionandallowedBASICprogrammerstowriteBASIClanguageprograms.MacintoshBASICmadeuseofwindows,hadascreeneditor,and,mostinterestingofall,NOLINENUMBERS.Italsoal-lowedyoutocutandpastebetweenprograms.Othersoftwaresoontobereleasedin-cludesMacProject,aprojectmanage-mentprogram;MacDraw,autilityforpreparingcharts,diagrams,andotherdrawings;anddatabasemanagementprograms.Again,Machasonlyabout64KofavailableRAM,sofewpro-gramswouldbeterriblysophisticated(althoughtheoperatingsystemhasnu-meroussubroutinesthatcanbecalledupbyprogrammersandcanprovidemuchgreaterprogrammingpowerthanmost64Kcomputers).POSTSCRIPTMacintoshisatremendouslyinnova-tivemachine.Itshouldopenthedoorintocomputingformanycomputer-phobes.Thedesktopenvironment,useofamouse,andmanipulationoficonsallmakethisastrongpotential“‘firstcomputer’formanypeople.However,at$2,450itistooexpensiveformostofitstruepotentialusers.Andthe$2,450costisn’tatruerepresenta-tionofwhatwillreallybeneededforaminimalsystem.Inordertobeabletoprintwhatyou’veproducedonscreen,youwanthavetobuythespecialdotmatrixprintermadeforMac(about$500).Youshouldalsoprobablycon-sideraseconddiskdrive(another$400),somesoftware(about$200ifyoudon’tbuythecomputerimmediately),andconsideraprotectivecarryingbagforahundredbucksorso,plusthesecuritykit.Withoutasecurityset-up,theMacintoshisportableenoughtoeasilywalkaway.MacintoshusesaMotorola68000microprocessor,whichtheyclaimtobea32bitdevice.Inpointoffact,how-ever,itcanonlyaddress16bitsatatime.Bycomparison,IBMPCwouldprobablybeconsideredan8bitmachinebythesamecriterion,althoughtheycorrectlyclaimtobeusinga16bitpro-cessor.Giventhedifferenceinpro-cessors,andthefactthattheMaccanonlydoonethingatatime,thelikelihoodofadaptingtheMactorunPCprogramsisvirtuallynil.IfyouhaveanyhopesthatifyoubuyaMacintoshnowsomedayyoucanrunPCpro-grams,forgetit.Macintoshisanewkidontheblock,unlikeanyothercomputersbeforeorsince.Itistheproductofmillionsofdollarsofresearch.ThereislittlelikelihoodthatanyonewillmakeaknockoffofMacintoshinthenearfuture.Unlessalesofthiscomputerareexceptional,supportforthemachine(intheformsofsoftwareandperipherals)canbeexpectedtobeslowincoming.ThenewLisa2lineofcomputersisful-lycapableofusingMacprograms,al-thoughtheMaccan’tuseLisa’ssoft-ware.IfLisa2sellswell,theexpandedMacintoshcompatiblesoftwarebasemayspeedupthesupplyofsoftwarefortheMac.TheMacintoshhasanotherpossibleshortcoming.UnlikemostcomputersthatstoretextintermsofASCIIcharac-ters,theMacIntoshusesbit-mappedgraphics.Whatthismeansisthat,whenyougotoprintoutaletter,theprinterisbeingsentcontrolcodesforEACHDOTthatformstheletter,andnotanumericcoderepresentingthestandardcharacter.ThisiswhymixinggraphicsandcharactersissosimplefortheMacintosh—whatisbeingprintedisanexactcopyofthevideomonitor,bitbybit.TheMacintoshmayhaveproblemsinterfacingtoaletterquality(daisywheel)printerasaresultofthisbitmap-pingsystem.(Theremaybeawaytoovercomethisproblem:inthedraftmode,theprinterprintsgenericcharacters—itispossiblethatASCIIstandardcharactersaresentoutduringdraftprinting.Ifso,aletterqualityhookupmaybepossible.)Ifyouneedletterqualityanddon’trequireanyfan-cygraphics,fonts,andtypesizes,checkwithyourdealeraboutcompatibilitywithdiscretecharacterprinters.Finally,thequestionoftheoperatingsystemmustberaised.IntheMac’ssystemeverythingisveryfriendly.Youmoveamousearoundasurfaceselect-ingwhatitisthatyouwanttodo.Ifyouhaveenoughdeskspace,thiswillprob-ablyworkforyou.However,onewouldhavetoaskthequestionwhetheryoureallywanttohavetointerruptwhat-everyou’redoingtotakeyourhandsoffthekeyboard,pickupthemouse,andplayonthetable.Althoughsomeofthecommandsarekeyboardselectable,formostapplicationsyouwouldprobablystillhavetotakeyourhands(andeyes)offthescreentoaccomplishcertaintasks.Foranyonebutanoviceuser,themousemaysoonbecomeahandicap,ratherthanausefulinterfacedevice.WhatwillactuallyhappenwiththeMacintoshis,atthispoint,anyone’sguess.Itcertainlypresentswhatappearstobeafriendly,user-interactivecom-puterthatwillappealtomanypotentialusers.The$3,500orsorequiredtoputtogetherausablesystemwillmakemanyofthosepotentialusersholdoffforexpected(butnotimmediatelyforthcoming)pricereductions.Lackofcolor(whichisn’tofmuchrealimpor-tance,anyway),mayalsodiscouragesomeusers.Incompatibilitywithanypreviousstandards(althoughMacsoft-wareiscompatiblewithLisa2com-puters)willalsoprobablybelookedatasapotentialweakness.However,withtheavalancheofravereviewsineverythingfromhardcorecomputermagazinesallthewaytobroadinterestpublications,salestobusinessesandotherswhocanaffordthegamblewillprobablybebrisk.IntheyearortwothattheAppleIThasleftasaviablecomputerproduct,asufficientnumberofMacscouldconceivablybebuiltandsoldtobringthepricedown,andbuildupastrongsoftwarebase.Andifthishappens,AppleComputerInc.couldbelookingforastrongbusinessbaseformostofthisdecade.
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WORLD'SLARGESTCOMPUTERMAGAZINEmMputersRON_|aMAARCH198.4Ui=75WNi:li.NewToolsOfArtificialIntelligence
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SuccessfulInvesting&MoneyManagementThereareonly..twomethodsforacquiringrealwealthMETHOD#1nyonewhohasmadeafor-tunehasprobablydoneitinoneoftwoways.Thefirstway—anduntilnowpracticallytheonlyway—hasbeentolearnsuccessfulinvestingtechniquesinthe“schoolofhardknocks”Manyoftheself-mademillion-airesyou'vereadaboutactuallyspentyearsandagreatdealofmoneylearningthehardwayhowtomakemoneyworkforthem.Theirsuccesswastheresultoftrialanderror,oflearn-ingalltheinsandoutsofthefinancialworld,ofmanyfailuresbeforethebigsuccess,anofstruggleprecedingthe“over-nightsuccess”Requiresalotofnerveakingafortunethiswayrequiresalotofnerve,determinationandthewillingnesstotakechances—tostartoutwithnothingmorethanguess-workandtotryagainifyourfinancialguessworkturnssour.Butmostpeoplecan'taffordtotakethechancesnecessarytogainthatkindofpractical,nutsandboltsfinancialknowledge.VeryfewareinapositiontoriskeverythingtoithatisessentifinancialsucMETHOD#2utnowthereisanotherwaytoacquiretheskiknowledgenecessarytobesuccessfulinmakingyourinvest-mentdecisions.Nowyoudon'thavetoriskeverythingyouhaveinordertolearnhowtoacquirewealthnortakeatrialanderrorapproachtoinvesting.Nowyoucanbuildyourfortunesurely,securethateachstepyoutakewillproduceresultBecausenowyoucanenrollinSuccessfulInvesting&MoneyManagement(SIMM),aunique,self-studyprogram,developedbysomeofNorthAmerica’smostsuccessfulandrespected+financialexperts..Theprogramcontainsthein-utofsuchmenasDr.MortonShulman,multi-millionairein-HumeEducationServices120InterstateN.ParkwayE.Box723188HUMEAtlanta,Georgia30339—vestorandauthorofbest-sellingbooksonhowtoacquirewealth—andAndrewSarlos,whobuiltamulti-milliondollarinvestmentgroup.AndyouwillbeabletotakeadvantageofallthisvaluableknowledgebecauseinLesson1youwilldiscoverthatyouprob-ablydohavemoneyyoucanaffordtoinvest—withoutchang-ingyourstandardofliving.GettingwealthysoonerratherthanlaterIlright.Soyou'veseenitispossibleforyoutoamassamilliondollarsbythetimeyouretire.ButjustasimportantisthefactthatS/MMwillenableyoutoactmow’toincreaseyourwealth,andshowyouhowtogetthebestpossiblestandardofliv-ingoutofthemoneyyouhavetoday.Byapplyingthetech-PositiveproofthatyoucanbeamillionaireFindinganextra$2,500—thefirststepfyouthinkyou'retoobelea-gueredby.prevailingeco-nomicconditionstoeventhinkofinvesting,S/MMwillshowyouhowtofindasmuchasanextra$2,500ayeartoinvest,dependingonyourincome.Turning$1,400into$1,000,000nceyou'vefoundyour$2,500toinvest,thinkofthis:Ifyouinvestjust$119amonth($1,428ayear)at13%,startingatage30,you'llhaveoveramilliondollarsbythetimeyou'rereadytocallitacareer.AndwithS/MMyoucanlearnhowtouseleveragethatcouldgetyoureturnsofupto25%.niquesyoulearnfromS/MM,youcanreasonablyexpecttobeontheroadtofinancialsecurityin5years.Tenyearsfromnow,youmaynolongerhavetoworkforaliving.Thesafewaytolearntobuildafortunehenyoufilloutandmailtheenclosedno-risken-rollmentformyoucanreceiveatotalof29marvelouslyreadablelessonsthatmakeupacomplete,step-by-stepeducationinthetechniquesnecessarytoacquirerealwealth.Youhavetosupplyapproximately2hoursaweekandtheperseverancetobuildyourfortunesafelyoverareasonableperiodoftime.SaasNo-RiskTrialEnrollmentForm-——-—————-To:HumeancialEducationServices,120InterstateN.ParkwayE.,Box723188,Atlanta,Georgia30339YES!LaceentyourinvitationandenclosemyRegistrationFee_)«of$5.PleasesendmeLessons|&2FREEofcharge.Later,youwillsendLessons3&4.'Ilhave15daystolooktheseoverandthendecide.If|donotwishtocontinue,I'lsimplyreturnLessons3&4,andpaynothing,owenothing.Andyouwillpromptlyrefundmy$5RegistrationFee.IfFwishtocontinuewiththeprogram,youwillsend_metheremaining25lessonsattherateofwolessonsapprox,every3weeks.Youwillbillmeonly$10(plusasmallchargeforshipping&handling)foreachofthe27lessonsaccepted,Ofcourse,|needpayforthelessonsonlyafter|havehadtheopportunitytoexaminethemforafull15days,andImaycancelmyenrollmentatanytime.Inanycase,thefirsttwolessonswillbeminetokeepfree.Mr..Miss,Mrs..Ms.TenepantAddressT8625CityStateZipAccountNumber$5RegistrationFeeenclosed(payabletoHumeFinancialEducationServices)Or,IprefertousemyVISA()MasterCard[)AmericanExpress()DinersClub[)Signature(Forcreditcardusersonly)Thehiddenbarrierthatstandsbetweenyouandrealwealthfostpeopleareusedtotheideathatthey'llneverbewealthy.Theysimplydon'tbelieveit’spossible—andbeforeSIMMwasdeveloped,theywereprobablyright.Butnow,youcanreceive,inyourownhome,lessonsthatcontainclearandpracticalexplanationsoftechniquesandprinciplesofinvestingandmoneymanage-mentthatreally.dowork.Youdon'thavetobeapassivevictimofprevailingeconomicconditionsanylonger.Realfinan-cialindependenceisaplausible,attainablegoalforyou.But,ifvoufinditimpossibletobelievethatyoucouldeverbewealthy‘outhinkthatmillionairesspecial.”thenthehiddenbarrierbetweenvouandafor-tuneisyourself.Andthat’swhywereofferingvouacan't-lose,no-riskopportunitytoprovetovourselfthatyoureallydohavethepotentialtobecomewealthy.AcceptLessonsIand2FREEohelpyougetstartedon|theroadtowealthandfinancialindependence,we'llsendyouLessons|and2oftheS/MMprogramtreeandwithabsolutelynoriskorobligationonyourpart.Theyareyourstokeepwhetheryoucontinuewiththeprogramornot.Whenyouenrollintheprogramyouwillbeassignedacounselorwhowillalwaysbeavailableatnoextracosttoansweranycourse-relatedquestionsyoumayhave.StatementofPrinciplesWeareanindependenteduca-tionalserviceofferingaunique,practical,successfulmethodforlearningtheartofacquiringwealth.Wearenotabrokerageorinsurancecompanynordowemakeanyfinancialofferings.TaxDeductibleAllpaymentsaretax-deductibleiftheprogramisusedtomakeinvestmentorbusinessdecision:HumeAdvisoryBoardWILLIAME.SIMON63rdSecretaryoftheU.S.Treasury.LOUISRUKEYSERHostof“WallStreetWeek”?DR.MORTONSHULMANSelf-madeinvestmentmillionaire.J.TREVOREYTON,Q.CADirectorandOfficerofmanyprominentpubliccorporations.
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ATHEDAYTHEIBM’PERSONALCOMPUTERBECAMEOBSOLETE.Itwasamondayintheautumnof83,ThedaytheyannouncedtheLeadingEdge®PC-apersonalcom-puterthat’sjustplainbetterthantheIBM®PC,atjustabouthalftheprice.TheLeadingEdgePCisfaster(bymorethan50%),morepowerful,moreflexibleand'moredependable(forexample,ourdiskdriveshavea“meantimebetweenfailures’of20,000\hours,versusan8,00O-hourMTBFfortheirs).It'scompatiblewithjustaboutallthesoftwareandperipheralsthattheIBMis.AndunlikeIBM's,ourscomesCom-pletewithahigh-resolutionmonitor,controller,sevenexpansionslots,serialport,parallelport,atime-of-dayclock,doublethestandardmemory(128Kvs.64K),plushundredsofdollarsworthofsoftwaretogetyouup.andrunningimmediatelyincludingMS®-DOSversion1.25,GWBasic,andLeadingEdgeWordPro-cessing(themostpowerfulwp.programevercreatedtorunonanIBM-typepersonalcomputer).Inshort,thebasicpackagecomestoyoucompleteandreadytowork,WithIBM,ontheotherhand,yougetchargedextraforeverything.EvenforthePCDOSdiskthatmakesitrun(anextra$40)...and$170}Justforthetimeofday(acalendar/'Clockthat'sstandardwithLeadingEdge).Inshort,thebasicpackagecomestoyouasaveryexpensivePaperweight.It'sthissimple,TheLeadingEdgePersonalComputeristhefistandonyperiousapatotheIBMPCeaonlfeitdgerelyfortheLeading|Getserious,Intheageofthepersonalcom-puter,LeadingEdge,meanswhatitsays,LEADINGEDGEPRODUCTSINC.225TURNPIKESTREET,CANTON,MA©2021,1800-949.6898.INMASSACHUSETTS,(7)228-13150IBMiscregisteredtrademarkofIntemationalBusinessMachinesCorporation.CircleNo.20onFreeInformationCard&ELMARCH1984raryFeatur42Macintosh:BigStep,SmallFootprintByVanessaSchnatmeierC&EgetsapaselookatthenewestApple.48BreedingaNewVarietyofAppleByVanessaSchnatmeierhetechnicalchallengefacedbytheMacintoshteam.50QuickOnTheDraw:InexpensivePlottersByForrestM.Mims,III54Windows:AtPanestoIntegrateSoftwareByJosefBernardThenewintegratingsoftwarehelpspro-gramsworktogethe!|58FromOneComputertoAnotherComputers|83FeaturesofEightE'GRON1€$VOLUME22,NUMBER3BySolLibes|34LesSolomononComputerHardware|ThoseWereTheDays.36TheComputerjScientistByForrestM.Mims,Ill68ElectronicTiesLearningtouseaPlotter.ThatBindByTJByersRecordingStudioByMartinPorterP1computcordingtechniqureformingre-andcreatingnew|sound76ThreePrinterBuffers|ByJohnSmith-RichardsonPeripheralsthatincreasetheproductiv-BySethR.AlpertComputerLit—_—_12Letters16NewProducts—il3ComputerMart/ElectronicsClassElectronicSpreadsheetsByBarbaraE.McMullenandJohnF.McMullenlab>ElizabethAmado,RightsanComputers&Electronics
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“Ibuiltthis16-bitcomputerandsavedmoney.Learnedalot,too”SavenowbybuildingtheHeathkitH-100yourself.Savelaterbecauseyourcomputerinvestmentwon'tbecomeobsoleteformanyyearstocome.Savebybuildingityourself.Youcansaveh.jundred:dollarsoverassembledpriceswhenyouchoosetheaSH-10016-Bit/8-BitComputerKit-moneyyoucanusetobuytheperipheralsandsoftwareofyourchoice.areavailable**oneparallelport128Kbytesstandard.Optional.H-100SERIESCOMPUTERSPECIFICATIONS:USERMEMORY:DIAGNOSTICS:128K-768Kbytes*Memoryself-testMICROPROCESSORS:0°"power-up16-bit:8088AVAILABLESOFTWARIE:8-bit:8085Z-DOS(MS-DOS)DISKSTORAGE:CRISS+Built-instandardZ-BASICLanguage5.25"diskdrive,MicrosoftBASIC320Kbytes/diskeuliplenKEYBOARD:eaeRineaniterstyleMaliMergeeys,13f'functionkeys,Nannie18-keynumericpadMeeGRAPHICS:standardAlwaysingraphicsmode.8-bitCP/M640h/225vresolution;SoftwareuptoeightcolorsCOMMUNICATIONS:TwoRS-232CSerialInterfacePortsandTheH-100iseasytobuild—theste,ifp-by-stepHeathkitmanualshowsyouhow.Andeverystepoftheway,youhaveourpledge—Wewon'tletyoufail.”Helpisascloseasyourphone,orthenearestHeathkitElectronicCenter.*Andwhatbetterwaytolearnstate-of-the-arti1-artcomputin:techniquesthantobuildtheworld'sonly16-bit/B-Dtcomputerkit?Toruntoday'shigher-speed,higher-per-formance16-bitsoftware,youneedanH-100.Itmakesabigdifferencebyprocessingmoredatafaster.Dualmicroprocessorsforpowerandcompatibiliipatibility.TheH-100handlesbothhigh-performance16-biteahiWareandmostcurrentHeath/Zenith8-bitsoftware.Wantroomtogrow?TheH-100'sstandard128KbyteRandomAccessMemorycomplementcanbeexpandedto768Kbytes—comparedtoa64Kstandardformanydesktopcomputers.Andtheindustry-standardS-100cardslotssupportmemoryexpansionandadditionalperipheraldevices,increasingfutureupgradabilityoftheH-100.High-capacitydiskstorage,too.TheH-100's5.25"fl".,,YAtOfdiskdrivecanstore320Kbytesonasingledisk.Thecomputeralsosupportsanoptionalsecond5.25”andexternal8floppydiskdrives.AndanoptionalinternalWinchesterdiskdrivewillbeavailablesoon.Formoreinformation,circlethereaderion,servicenumberbelow.Betteryet,visityourHeathkitElectroniademonstration!serialsTheH-100givesmethemostformycomputerdollar!MacintoshBIGSTER,__SMALLFOOTPRINT_C&Egetsapre-releaselookatthenewestApplecomputerByVanessaSchnatmeierppLEComputer,possiblytaking|UnliketheAppleIJ,therearenoslotsitscuefromRobertFrost,has|forepansionboards.Macintoshwasdecidedtotaketheroad“less|designedforstandardizationandauto-withitsnewmicrocomputer|matedproduction,sostisn’tcalledMac!sh.It’snosecretthatanyroom”foradd-ons,saidamembermostmicromanufacturersaretakingthepathblazedty“BigBlue”—butnotApple.ItsMacintoshisalow-costbitmachinethatrunsunderapropri-uplessspaceonaetaryoperatingsystem.deskthananordinaryin-box,andthe‘AimedatwhatAppleterms“knowl-|unitweighsaneminentlytransportablecheintoshisapower-|161b.Mcintoshiard-compatiblewithApple’supgradedL(thoughnotcompatiblewiththeAppleIIorIID,andisamemberofwhatAppleFamily.”SuggestedofMacintosh,whichin-maincomputingunit(withthatithasasophisticateduserinterfacethatconsistsofpulldownmenus,dows,andicons,withpointing,seltionandothertaskshandledwithanelectronicmouse.built-indiskdriveandmonitor),de"AlthoughbynowMacintoshhasal-|tachedkeyboard,mouse,owner'smaireadybeenreleased,wegottoseeitataaguidedtourofthempe(nicknamedMacLearn),apreviewinCupertino,wefoundoutsystemdisk,andablankdiskcomestoaAToolforKnowledgeWorkersTheMacintoshisaimedapopulationthatSteveoftheboard,Attheheart‘or.Somestandardfeaturre128KRAM,64KROM,a|Jobs,App4calls“knowledgeworke!compressinformationandideasonto‘avocationoravocation.Applesthatarmyofworkabout25millionacrosstheUnit-edandapproximately20million|intheinternationalmarketes—_ieAsMikeMurray,marketingmanagerfortheMacintoshdivision,explainedit,VanessaSchnatmieguidingphilosophybehindMacithorbasedinNortheandLisa’ssoftwawritesfrequentlyoncomputers.>creationofatoshhasconnectorsandanoptionaldiskdrive,twosput.Insideitsbeigecasstreamlinedtothepoint2CaliforniawhoCompanyCircleNo.28onFreeInformationCardMarch1984”HeathkitElectronicCentersareunitsofVeritechnologyElectronicsCorporation.—i6)poration.HeathCompanyandVeritechnologyElectronicsCorporationaresubsidiariesofZenithRadioCorporatiGP/MiisaregisteredtrademarkofDigitalResearchCorporation.olcaumed
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-HOTOGRAPHBYLIONELFREEDMANComputers&|lectroniesbetweenthecomputer'soperatingsys-temanditsapplicationprograms.WithMostcomputers,usersmustaccustomthemselvestovaryingdegreesofuserfriendliness,comprehensibility,andlearningtimefromprogramtoprogram.WithMacintosh,however,thecon-sistentuserinterfaceimbeddedintheROMrunsinterferencebetweentheap-plicationprogramandtheoperatingsystem.UserscommunicatewiththeMacintoshchieflyviathemouseandpulldownmenus,inplain-languagein-structionsratherthanscoresofcrypticcodewords.ThemanualfortheMacintoshisonlyabout100pagesthick,accordingtoMurray,asopposedtothe3”-thickormultiplebindersnecessaryforothersystems.Murrayindicatedthatbegin-ningusersrequire20to30hoursoftimetobecomefamiliarwithsomesystems,whilefortheMacintoshthelearningtimeiscutto3or4hours.Mostapplica-tionswillcomewithtrainingcassettesaswellasdisks,accordingtoBarbaraKoalkin,productmarketingmanager.MacintoshHardwareTheCPUinMacintoshisMotorola’s32-bitMC68000runningat7.8336MHz.The128KRAMthatisstandardwiththemachinecannotbeexpanded.However,when256Kor512KRAMchipsbecomeavailable,Macintosh’smemorycouldbeexpandedto512Kor1026K,respectively.Macintosh’spro-prietaryoperatingsystemandmuchoftheapplicationbaseisincludedinthe64KROM.OneAppleofficial,laudingthepowerandfunctionalityofthatROM,calledit“clearlythemostmag-nificenttechnicalachievementApplehasevercomeupwith.”Thebuilt-in3.5”diskdriveisamodi-fiedSonymicrofloppy.Thediwhichareprotectedbyahard-plasticshell,canbeformattedfor400Kbytesofstorage.Alsobuiltintotheunitisablacnd-white,9”(diagonal)monitorthatsupportsMacintosh’svery-high-resolution(512by342pixels)bit-mappedgraphicscapability.TherearetwoRS-232/RS-422serialports(1megabyte/sec.)attherearofthemachine,aswellasconnectorsforthemouseandanexternaldisk.Withappropriatesoftware,theserialportscanbeusedtoconnecttootherMacin-|toshcomputers(orotherApplemodels)hr,ryCr&&sisalGaytwywySo'see|SoreNNGNG:LECLEChyGywyWyGySecaaThe16-IbMacintoshhasamere9.7”by10.9”footprint.inanetworkingarrangementcalledtheApplebus.Macintoshsoundisproducedbya4-voicesoundgeneratorwith8-bitdigital-to-analogconversionusinga22-kHzsamplerate.Thesoundoutputjackisattherearofthemachine.ThedetachedkeyboardlookssimilartothatoftheAppleIle,exceptthatcursorkeysareconspicuouslyabsent.Thisisbecausethemousehandlescursorcontrol.Thereare58keysonthekeyboard,whichissoftwaremappedandhas2-keyrollover.Themouseisa44mechanicaltrackingdevice(similartoanupside-downtrackball)withopticalshaftencoding.Itsends3.54pulsestothecomputerpermillimeteroftravel.LastonthelistofstandardfeaturesisaCMOSclock/calendarwithbatteryback-up.Therearemanyoptionalhard-waredevicesavailable,too.Anexternal3.5"diskdriveisslatedtocost$495($49fora10-packofdisks);aseparatenumerickeypad,$129;anApple300-baudmodem,$225;a1200-baudver-sion,$495;theImagewriterprinter,whichcanprintMacintoshgraphics,$495;andforthosewhowanttheirMacintoshtotalktoanIBMmainframecomputer,thereisAppleline,forunder$1300.TomakesurenoonetakesoffwithyourMacintosh,Applesellsasecuritykitfor$49thathooksintoasecurityslotontheback.Ifsomeonedefeatsthese-curity,he'llprobablyusethe$99fabriccarryingcasetowhiskMacintoshaway.ItisalsonotablethatAppleisdealingwithoutsidehardwaremanufacturerswhowillproduceadditionalMacintoshperipherals.Perhapsthemostsignifi-cantmakerofawiderangeofcomputerperipheralstogetontheMacintoshComputers&Electronies
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bandwagonisTecmar,ofCleveland,OH.Thecompanyhasalreadyan-nouncedaseriesofadd-onstobeavail-ablesometimeinthefirstquarterof1984.Themostimportantisa5-Mbre-movable-cartridgeWinchesterthatin-terfacestoMacintoshthroughApple-bus.ForthosewhowanttousetheMacintoshasatelephoneadjunct,TecmarhasatelephonemodemthatisBell212AcompatibleandsupportsDTMFdecodingandhaspulse-toneautomaticdialingandafullvoiceinter-face.AprinterbufferandanIEEE-488interfacearealsointheworks.MacintoshSoftwareApplecurrentlyplanstoreleasenineproprietarysoftwareapplicationsoverthefirstthreequartersof1984.Twoofthebasicapplications,MacWriteandMacPaint,werereleasedalongwithMacintosh.Thetwopackagessellto-getherfor$195.(OtherApplesoftwarepackageswillretailaround$100each.)MaeWriteisaword-processingpro-gramthatpavesthewaytoaperfectdocumentwithfeaturessucher”fortabsandmargins;right,left,orcenterjustification;easymodificationoffontsandtypesize;andeasycut-and-pasteoperation:Themouse,whichmustbeusedoftenduringwordprocessing,maybeasmallstumblingblockforsomepeople.Al-thoughusersmaynothaveanydifficul-tyinmanipulatingthemousetoeditcopyormixandmatchparagraphs,somemayhaveaspotoftroubleswitch-ingbackandforthbetweenthemouseandthetypewriterkeyboardwheneditingadocument.Myopinionisthat15or20minutesofexperimentationwiththemouse,togetusedtomaneu-Macintoshisapowerful,yetcompactandeasy-to-usemicrocomputerveringitonasurfaceandselectingop-tionswiththepushbutton,willstandtheuseringoodsteadwhenusingMacWrite.MacPaintisasophisticatedgraphicsprogramthatprovidesapaletteof_shapes,fonts,lines,andsizes,enablingtheusertodrawor“paint”freehandwiththemouse.modifiedonthepixellevel.Drawingscanbetoucheduporfontscanbemodi-fiedorchangedfortheneedsofapartic-ularproject.OntheMacintosh,informationcanbehandledindependentlyoftheappli-cationunderwhichitwasentered,mak-ingiteasytopasteavarietyofdrawingscreatedonMacPaintintoacompanymemo,ortointerpolatecaptionsfromMacWriteintoaslewofdifferentdrawingsforanypurpose.Anotherapplicationdueinthefirstquarterof1984istheMacTerminalpro-gram,whichallowsMacintoshtoemu-lateVT100,VT52,andTTYterminals.AlsowithAppleline(similartoIBM’sIrmaline),itwillbepossibletoemulateanIBM3278terminal.TwomoreapplicationsshouldbeBuilt-inmonitorand3.5"diskdrive.OtherintriguingfeaturesoftheMacPaintapplicationarethebrush,thespray-can,(whichindeedproducesalineandtexturesimilartothatofthefa-miliaraerosol),anda/assothatletsus-ersknotfreehandloopsaroundanirreg-ularfiguretheywishtocopy.AnotherofMacPaint’sbellsandwhistlesisanoptionthatgeneratesmir-ror-imagegraphics.Thoughprobablynotahigh-usagefeature,theimagescrurearealluringinaRorschach-likewa:PerhapsthemostinterestingaspectofMacPaintisitfat-bitsoption,whichmagnifiesaselectedareaofthescreenandpermitsthetextordrawingstobeavailableinthesecondquarter:MacAs-sembler/DebuggerandMacPascal.TheMacPascaleditor,demonstratedattheMacintoshpreview,givesPascalpro-grammersaboostinseveralways.Forexample,theycanstopaprogramatthecommandcurrentlyexecuting.Also,theycansplitthescreentosimulta-neouslyviewthecodeasitexecutesandtheoutputoftheprogramasthepro-gramprogresses.Ademonstrationpro-gramthatwewereshownatthepre-view,agraphicdisplayofboxesrotatinginaninwardspiral,illustratedthepow-erofthisfeatureforvisualizingandre-finingtheresultofaprogram,especiallyinthegraphicsfield.March198445aMacintosh,unlikeAppleIl,hasnoexpansionslots.Customerswillhavetolosetheir51/,"drivestoupgrade.Theprospectoftransferringmegabytesworthofdatafromonestoragemediumtoanothermayfillsomeuserswithtrepidation,butformost,indicatedRosing,thedatacontainedontheirfloppiesisjustback-upfortheinformationstoredontheharddisk.“Inoursurveytherehasnotbeenanyonewithsomuchdatathatthey'dhavetounbuilditandstartagain,”hesaid“includingthestaffatAppleitself.Mostpeopletendtokeeptheirworkingdataatabout5megabytes.”Apple32SuperMicroFamilyAswellasmakingMacintoshandLisa2upwardlysoftware-compatible,ApplehasdevelopedaLisaandMacin-toshnetworkviatheApplebussysteminterconnect.Applebus,whichisbuiltintobothcomputers,isa230.4Kbaud,32-node,1000-footinterconnectthatsupportsnetworkingsoftware.ApplebuswillallownotonlytheLisaandtheMacintoshtoelectronicallyex-changedocuments,butalsotheAppleIIandIIIfamily,atthetext-transmis-sionlevel.Graphics,aslightlymorecomplexlevelofprogramming,won'talwayscrossthefencebetweenthear-chitectureoftheII/IIIandLisa/Macfamilies.Applehasalsodecidedtodropitsill-starredApplenet,whichRosingcalled,“Agreattechnicalsolutionforaprob-lemthatnoonewantedsolved.”Applenetcapabilitywouldhavecost$300extraontheMacintoshand$500extraontheLisa.InplaceoftheApplenet,ApplehastakenthesurprisingstepofdecidingtosupportIBM.“Wereallyfeelthatthereisonenetworkofinteresttotheworld—it’scalledtheIBMlocalareanetwork,”saidRosing.Therefore,Ap-plewillsupporttheIBMLAN,whilepushingitsownApplebus.“We'realsogoingtomakefulldocumentationavail-ableforMacintosh,andthirdparties,includingIBM,candesignallthegood-iestheywantforit.”‘AscompanionstotheApple32SuperMicroSystemgroupofproducts,Appleplanstoreleasetwomoreprod-ucts:aninexpensivelaserprinter,whichwillreportedlybeabletoprintathighspeedanydocumentproducedbytheMacintoshorLisa,andafileserverof74Mbytes,with20M-bytecartridgeonan8”Winchesterdisk.Appleplanstomakethepricesoftheseproducts“veryaggressive,”possiblyatlessthan$10,000forthefileserverandlessthat$5000forthelaserprinter.Themarketforalltheseproductswillbeschools,universities,andthehighendofsmallbusiness.RRETInternationalMacintoshTheMacintoshwillbeshippedtopointsoutsidetheUnitedStatesbegin-ninginApril.Onemajordifferencebe-tweentheMacintoshandsimilarper-sonalcomputersisthatApplehasmadetremendouseffortstolocalizethecom-puter.Localizedunitshavebeende-signedfortheUnitedKingdom,France,GermanyandItaly.AbitfurtherdowntheroadareunitsfortheDutchandSwedishmarkets,perhapsevenHebrewandArabic.“WedidthisbecauseithasbeenaveryAmericanandEnglishindustry,”saidJoannaK.Hoffman,internationalmarketingmanagerfortheMacintosh.“PeoplewhohaveusedcomputersinanycountryhavehadtolearnEnglish,whetherithasbeenmainframes,minis‘ormicros;ithasallbeencomingpri-marilyfromU.S.manufacturers.AtthelastHanoverFair(amajorEuropeancomputertradeshow),evenSiemenswasshowingpersonalcomputersthatspokeonlyEnglish.Andthentheycomebackandsay,‘Thepersonalcom-putermarketinEuropehasn’ttakenoff.Clearly,ifyou(anEnglishspeakingperson)hadtouseamachinethatwasinJapanese,itwouldn’thavetakenoffintheStateseither.”‘ApplefeelsthatalocalizedMacin-toshwillbeextremelyimportantforthird-partysoftwaredevelopersinEu-rope,becauseamachinethatspeakstheirownlanguagehasawealthofop-portunitiesforthemtoincreasetheirmarketsizeandmarketshare.HoffmansaidthatAppleplanstosetupthird-partylocalizersforsoftware,towhomtheycanrefersoftwaredevelopers.ThatnetworkshouldbeinplacebyApril.“ThereasonthattheMacintoshcanberelativelyeasilylocalized,”saidHoffman,“isthenatureoftheunderly-ingfirmwarearchitecture,whichsepa-ratesthealgorithmsfromthedata.Asaresult,programmersdon’thavetowor-ryaboutthelanguageorformatofthedataasmuc!ShegavetheexampleofaMacintoshprogramthatonedesiredtotranslateintoFrench.“ToputinaFrenchpro-gram,youasktheprogramtogiveyouallthedialogueboxes;yougetthemonthescreen,reshapethemandresizethem,andtheprogramwillusethemautomatically.Thesameistrueofthemenus,thekeyboardtypes,andthelay-March198447
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ThefinalfourapplicationsfromAp-ple,MacProject,MacDraw,MacLogoandMacBasic,shouldhitthestoreshelvessometimeduringthethirdquarter.Applehasn’tkeptthegoodiestoitselfforMacintoshsoftware,however.MikeBoich,resident“softwareevangelist”forApple,indicatedthat,asofNovem-ber1983,75developershadbeen“‘seed-ed”withtheMacintoshtechnologyandOperatingsystem,withapproximately100softwaredevelopersexpectedtobeworkingonproductsbythereleasedateinJanuary.Severalmajorsoftwarepublishershavethrownconsiderablebackingbe-hindMacintosh.Microsoft,forexam-ple,hasdevelopedninesoftwareprod-uctsandeightbooksforMacintosh.Microsoftofficialsexpect50%of1984revenuestobegeneratedfromthesaleofMacintoshrelatedproducts.SomeofthesoftwareandsuggestedretailpricesfromMicrosoftare:MS-BASIC($150),Multiplan($195),Word($195),Chart($125),File($195),Bud-get($100),FinancialStatement($95),CashPlan($100),andPersonalFinance($95).Wordisawordprocessorthatin-cludesamergefacility,Chartisabusi-nessgraphicsprogram,Fileisadata-baseorlistmanagementprogram,andBudget,FinancialStatement,CashPlan,andPersonalFinancearefour“ExpertSystem”productsthatworkwithMultiplan,Microsoft'sspread-sheetpackage.SoftwarePublishingCo.willmarketPFSFileandPFSReportforMacintoshforasuggestedretailpriceof$100each.LotusCorp.isworkingon1-2-3forMacintosh.Applealsoexpectsthou-sandsofotherpackagesforMacintoshtoappear.Lisa2:A“Big”Macintosh__AtthesametimethatMacintoshwasintroduced,AppleannouncedLisa2,whichreplacestheoriginalLisa.Lisa2willbemarketedinthreedifferentcon-figurations.Thefirst,namedLisa2,willcomestandardwith512KRAM,a12”black-and-whitemonitor,andone3.5"microfloppyforasuggestedretailpriceof$3495.Asecondproduct,Lisa2/5,willincludea5M-byteexternalhard|diskandwillsellfor$4495,AthirdLisaissofamousfor,willsellfor$200to$400each.Toruntheapplications,a512Kadd-onmemoryboardisneededthatcosts$1350.TheoperatingsystemforLisa2isanadditional$295.OneoftheproblemswiththeoriginalLisawasitsslowperformanceinload-ingandsavingdocuments.Lisa2re-portedlyworksmuchfaster,showingincreasesinspeedof100-200%.Lisa2willrunallMacintoshsoftwareand,infact,isanidealconfigurationofa“big”Macintosh.Aprogramcalled“MacAlike”allowsLisa2toemulateMacintosh.SomeobviousplusesofLisa2overMacintosharetheadditionalmemory,largerscreendisplay,andup-gradepossibilities.Multitaskingisan-otherfeatureofLisa2.Althoughbothmachineshaveintegratedsoftware,Lisa2canjugglenumerousdifferentfoldersatonce.ForthoseinterestedinusingLisaasaUnixworkstation,twocompanies,UnisoftandSantaCruzOperations,aremarketingsingleandmulti-userUnixsystemsthatrunonLisa2/5and2/10.Whathappenstoownersoftheorigi-nalLisa?WayneRosing,generalman-agerfortheLisa,saidthatApplewillof-ferretrofitkitsfreeofchargetoeveryonewhocurrentlyownsa“Lisa1”Sothatthe3'/."diskdrivewillbeavail-abletoall.“Weassureyouwe'retakingcareofourearlycustomers,”saidRosing.UserswhowanttoupgradefullytoretaintheProFileaswellasthe10M-byteharddiskcanpurchasearet-rofitkitforthatOperationfor“below$2000,withnoprofittous,”addedRosing.Henotedthattheexpectedvol-umeofthird-partysoftwareshoulden-iceLisaownerstoswi0the3yu::2FileEditSearchFormatFontstyle===SampleMemoJuly16,1984RobertElizabethRe:FinanceMeetingAgendagroupmeetingnextweekHerearemycommentsonyourproposedajgendafortheFinanceMacWriteallowstextinmanysizes,product,Lisa2/10,willhavea10M-byteharddiskandsellfor$5495Theapplicationssofiware,which46@tietditGoodiesFontFontsizeTHEBIGAPPLEMacPaintmakesiteasytoachievehe.fonts,andstyles.StyleautifulVisualeffects,elelComputers&ElectronicsMacintoshouts.Inhours,shesaid,onecouldlocal-izesoftwarethatpreviouslywouldhavetakenmonths.”AsanotherpartofitseffortstomakeMacintoshinternational,Hoffmanpointedouttheiconsusedtodirecttheuserwithintheprogramsandthelabelsontheexternalports.Asmuchaspossi-ble,AppleavoidedusingEnglishandstressedtheusageofinternationallyrec-ognizedsymbolsandpictures.Applehasalsobeenlocalizingpro-gramsfortheIle,theIIIandtheLisa.Hoffmanpredictedthattheinternation-almarketshouldequalthedomesticmarketfortheApplefamilyofcomput-ersinabout4or5years.ABushelofMacintoshesMacintosh’slistpriceof$2495ismadepossibleinpartbecauseofthein-novativeassemblymethodsusedinitsproduction.AFremont,CA,factorywillchurnoutMacintoshesattherateofoneevery27secondswhenproduc-tionisinfullswing.TheMacintoshwasdesignedforautomatedproduction.TheFremontplantutilizesup-to-the-minuteroboticstechnologytoclapto-getherMacintoshinsixeasypieces.WhatWon'tBeComingSoonCloseobserversofthisdiscoursemayhavenoticedthatdespitethenumerouspossibilitiesofMacintosh’svariousap-plications,especiallyingraphics,oneobviousoptionisnotavailable:color.“Wecan’tdoeverything,”saidSteveJobs.HeindicatedthatahigherpriorityonApple’slistisasmaller,moreporta-blecomputer,onewhichwouldbe“book-sized.”Noparallelportwasincludedeither,becauseitwouldhavetakenuptoomuch“realestate”ontheprintedboard.OnerumorabouttheMacintoshbeforeitsreleasewasthatsomehowitwouldsupportboththeApplepropri-etaryoperatingsystemandMS-DOS.That,too,won’thappenwithinApple,thoughApplewillbecompletelyopentosomeoneendeavoringtowriteanapplicationtoaccomplishthatcompatibility.Despitethesefewomissions,Macin-toshisanimpressiveproductandwor-thyoftakingthe“lessravelled”road.Apparently,muchofApple’sfuturede-pendsonMacintosh,soitssuccessorfailurewilltrulymake‘“‘allthedifference.”BREEDINGANEWVARIETYOFAPPLEThetechnicalchallengefacedbytheMacintoshdesignteamByVanessaSchnatmeierHEsoulofeverynewmachineis|different.Somecomputersevolveinanatmosphereofpureexpediencyandcompetitivefrenzy;oth-ersbeginasshychildrenpushedintothelimelight;stillothersjustgrow.ThesouloftheMacintosh,tolookatthebackgroundsofthemembersofitsdesignteam,shouldbehalfgenius,halfclown.Howelsetoassessdesignerswholistastheireducationalbackground,“BSEE,MSEE,StevenWozniakUni-versity,”ornoteasamajorachievementhaving“weldedalife-sizerazorbackhogfortheMid-AmericanCenterMu-seuminHotSprings,Arkansas”?WhatsettheMacintoshdesignteamapartfrommanyothercorporatecom-mitteeswasthewayitsmemberswererecruitedtotheproject,largelyontheirenthusiasmfortheunborncomputer,ratherthansolelyonthebasisoftheiron-paperqualifications.“Welookedforthattwinkleintheireye,”saidJoannaHoffman,internationalmarketingman-agerfortheMacintosh.Atthebeginningoftheproject,inear-ly1980,theMacintoshteamwasverysmall,threeorfourpeoplewhowerefas-cinatedbythepossibilitiesoftheMacin-tosh.“Itwasamaverickproduct,outintheboonies,”saidHoffman.“Atfirstthecorporationwasveryskeptical.Itwashardtoproveourselves.”ManymembersofthecoreteamhadhadpreviousexperienceworkingwiththeAppleII,throughperipheralsorsoftware.ThebasicgoalfortheMacin-toshwassimilartothatoftheII,acordingtoHoffman:acomputerthatcouldbeusedbyall,eventhe“comput-er-naive.Severalconceptsformedtheback-boneofdesigndecisionsfortheMacin-smallsize,portability,noadd-ondesignformassproduction,incor-porationoftheLisa’suserinterface,andhigh-resolutiongraphics.TheoriginalMacintoshprototype,backinwhatHoffmancalls“thepre-Macperiod,”wasdesignedbyBurrellSmithasan8-bitcomputerbasedonthe6809microprocessor.Soonitbecameapparentthatthe6809lackedtheneces-sarypowertoaccomplishtheotheraimsforthecomputer,sotheteamquicklyswitchedtothe32-bit68000fromMotorolaOncethemicroprocessorhadbeenchosen,theteamcontinuallytriedtopushthetechnologyjustalittlebitfar-ther,particularlyintherealmofsoft-ware,whilekeepingthemachinesmall,sturdy,andreliable.Whereverpossible,Theteamcontinuallytriedtopushthetechnologyjustalittlebitfarther.thehardwarefortheMacintoshdevel-opedfromoff-the-shelfproductsin-steadofcustomcomponents.SteveWozniak’sdesignfortheAppleILandfortheDiskIIinspiredthebare-boneslayoutoftheMacintosh’slogicboard.ThankstothewondersofPALchips,thedigitalboardpacksinthecus-tomgraphicsprocessor,adiskcontrol-ler,hardwareforsoundandspeech(inpreparationforthecomingwaveofvoicesynthesis),themouseconnection,andtheuserinterface,modeledonthe“LisaTechnology.”Theanalogboardcontainsthecomputer'sdisplayelec-tronics,anditspowersupply48
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Beautifuleffectscanbeachiev.edwiththree-dimensionalcontourplotssuchasthis,QuickontheDraw:NEXPENSIVEPLOTTERSConsideranx-yplotterasyournexthardwareacquisitionByForrestM.Mims,IIIHEx-yplotterisamongthemost|versatileofcomputerperipher-als.Asophisticatedelectrome-chanicaldrawingmachine,theplotterislikeacomputer-drivenrobotwhosesolepurposeistodraw,onpaperorplasticfilm,anydesign,shapeorpatternwhoseparametershavebeenincorporatedintoanappropriatedriverprogram.Whenpersonalcomputersfirstbe-ForrestM.Mims,III,isacontributingeditortoC&Eandtheauthorofnumer-ousbest-sellingbooksaboutmicrocom-putersandelectronics.cameavailable,x-yplotterscostasmuchasluxurysedansandwereverydifficulttoprogram.Onlywell-financedlaboratoriesanduniversitiescouldaf-fordthem.Sorelativelyfewcomputeruserswerefamiliarwiththeiroperationandfewerstillcouldprogramthem.Happily,thecostofplottershasre-centlyfollowedtheprecedentsetbytheplungingpricesofpersonalcomputers.Nowyoucanbuyahigh-quality,multi-penplotterforunder$1000.Ifyoucansettleforplotsonpaper41/,"wide,youcanpurchasea4-colorplotterforaslit-tleas$200!50Earlyplotter“languages”resembledmachinelanguagecodesandwerethere-foreveryprimitiveandexceedinglydif-ficulttoimplement.Fortunately,atthesametimeplotterpriceswerefalling,theirmanufacturersweremakingim-portantadvancesinminglanguages,Today’splottersaresuppliedwithhigh-level,Mnemonic-structured—in-structionsetswhich,whencomparedwiththeearlierlanguages,areveryeasytouseandremember.PU,forinstance,meansPenUpinHP-GL,thepowerfulplotterprogram-graphicslanguageusedbyHewlett-SaneaanbeeaeComputers&Electronics
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ThecorpsofanewApple(lefttoright):AndyHarzfeld,ChrisEspinosa,JoanneHoffman,GeorgeCrow,BillAtkinson,BurrellSmith,andJerryManock.Andthat’sallshebuilt—justtwoboardsfora32-bit,128KRAMma-chine.Thissparearrangementplaysacrucialpartinthemass-producibilityoftheMacintosh.“TheMacintoshwasde-signedtobebuiltinthemillions,withaminimalnumberofboards,”saidBar-baraKoalkin,productmarketingman-ager.ThechiefproductionplantfortheMacintoshiscapableofassemblingonecomputerevery27seconds,accordingtoApplefigures.Becauseofthedecisiontokeepthenumberofboardslow,theteamdecidedtokeepitaclosedmachine,andelimi-natedextraroomforadd-onmemoryboardsorperipheralcontrollers.TheMacintoshwasn'taimedatthecomput-erhobbyist,accordingtoKoalkin.It'sforthegeneraluser,whowouldproba-blybehappiestifheorsheneverhadtotouchthebackofthemachineatallandcouldinsteadtreatitasjustanothertool,likeablenderoratelephone.IncorporatingtheLisa’suser-inter-facetechnology,whilemakingtheMac-sibletotheinterna-intoshmoreationalmarketwasatriumphofthe64KROM,indicatedHoffman.TheMacin-toshmadeonlyafewsmallchangesinthebasicLisaprograms,butcom-pressedthosesameprogramstobringthemwithinthereachofa128KRAMmachine.TwomajordecisionsabouttheMac-intoshcamealongrelativelylateinitsdevelopment.High-resolutiongraphicshadalwaysbeenaprimarygoalforthecomputer,butuntil1982theMacintoshwasslatedtohaveonlya384-by-256pixeldisplay,certainlyacceptableforbusinessgraphics,butnot“atthelead-ingedgeoftechnology,”Hoffmansaid.TheeffortsofGeorgeCrow,analogmanager,pushedtheresolutionofthedisplayto80dotsperinch.Theleaptothe3.5”hard-jacketmicrofloppyalsocamelateinthegame.“WedecidedtogowiththeSonydisksbecausetheywereabletoalmostdoubleourcapacity,”saidKoalkin.“They'realsomucheasiertohandlethanthefragile514"floppies,”sheadded.“Peo-plejustleavethemscatteredaroundontheirdesksorlyingintheirpockets.Icarrytheminmypurse,wheretheygetknockedaroundandnothinghappens.”Muchoftheteam’sunityofpurposecamefromStevenJobs,bothHoffmanandKoalkinconcurred.Whilethede-signteamdidn’tacceptanewmemberunlesstheentiregroupapprovedofhimorher,muchoftherecruitmentfortheteamcamefromJobs,wholuredpeopleawayfromothercompanies,pulledthemoffotherprojects,orotherwiseca-joledthemintojoiningthegroupifhefelttheywouldbegoodfortheproject.“Stevewasalwaysveryinvolvedoneverylevel,”saidHoffman.“He'sarealtechnophile,andalsoaveryestheticsconsciousperson.Thedesignpeoplesometimesfeltveryfrustrated,becausehe'dnoticeeverydetailandsay,‘Couldyouchangethisanotherdegreeandahalf?’Eventhestyrofoamintheboxhadtogivethesenseofimmediategratifica-tion.He’saveymotivationalkindofguy,likeaRomanlegioncommander.Hereallyknowshowtomotivatesmallgroupsofpeopletoproduce.©March198449