Apple has engineered a complete overhaul of its consumer PC business to use Intel chips (from announcement to overhaul) in under a year -- an unbelievably short time. With the introduction today of the MacBook, Apple has now moved its entire notebook line as well as the Mac Mini and iMac to use Intel’s Core Duo processor. No other computer manufacturer has made a transition this comprehensive this quickly. How did Apple do it?
I spoke this morning with Phil Schiller, Apple’s SVP of worldwide product marketing, to find out. Based on this conversation and conversations I’ve had in the past with Apple VP of software technology, Bud Tribble, here’s my take:
- Intel and Apple engineers found that they liked working together. It probably shouldn’t have surprised anybody, but Apple’s hardware engineers and Intel’s hardware engineers speak the same language. The teams co-located when necessary and opened fat pipes of communication to make sure that problems were identified and solved quickly. Thus, Principle #1: When motivated and allowed to work together, engineers from different teams can move mountains.
- Apple’s use of quality open source components (like the Mach microkernel and Kerberos security) and commitment to a component software stack made it easy to isolate and replace just the components that talk to the hardware. This transition would have taken years on OS 9. But Apple’s move to the component-based OS X operating system eliminated the hassles that accompanied Apple’s last hardware transition. Thus, Principle #2: component software architectures are moveable, extensible, and future-proofed.
- Because Apple owns both the hardware and software, it was able to connect the hardware and software engineering teams to solve common problems. This is very different from Microsoft’s Windows ecosystem approach, where Microsoft must support the needs of 100s of PC manufacturers. Apple’s problem is simpler --everybody reports to the CEO. This could be an example of principle #1, but it’s actually Principle #3: The consumer PC industry is now mature enough that it’s easier to control the product end-to-end than to outsource the software. Walt Mossberg wrote about this recently and you can also purchase a report that I wrote on the topic of "digital experiences" in December.
What it means #1: Apple has stepped onto Intel’s processor roadmap, which will pay off big in computers that are increasingly portable, connected, and consumer-friendly.
What it means #2: Dell, HP, Gateway, Sony, Toshiba, et.al., have a formidable new competitor in consumer PCs. Apple will continue to set the design benchmark, and with proper execution, will win an increasing share of the consumer PC market.
What it means #3: Intel is on notice: Apple could just as easily move to AMD chips if Intel disappoints in any way.
Disagree? Please let me know.
Technorati Tags: Forrester, Apple, Microsoft, Intel, Bose, HP, Dell
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