Over the last few year , as iPods have come to symbolize the Apple brand , the company ’s computers have deal something of a backseat to its medicine actor . But Apple betoken something of a variety in direction at this year ’s Macworld Expo , bringing the Mac to the vanguard once more , emphasizing the “ Mac ” in Macworld Expo , while scarce mentioning the iPod other than to go over sales numbers .
There was a well reason for this , Apple ’s raw arrangement with Intel scrap exemplify a major deviation for the company ; a change in its architecture . The companionship wanted to focus on its new systems , the iMac Core Duo and Mac Book Pro , rather than new or revise iPods . Apple obviously want consumers to focus on these machines as well , hence the dearth of iPod announcements at Macworld Expo .
Yet the iPod has helped reinvigorate Apple to a significant effect . Much has been made of the so - bid “ halo upshot ” which posits that as more consumers buy iPods and become enamored with the Apple brand name many of them will transmigrate over to the Macintosh platform . Indeed the company ’s operating organization grocery store share has grown along with the iPod ’s surging popularity , and it is now the fourthly large vender of personal electronic computer , though it still command less than five percent of the marketplace in the United States .
What the Intel - establish systems will mean for Apple stay to be seen . If the new Intel chips make mix-up among consumers , Apple risks tarnishing that halo and find out a angle of dip in its numbers . On the other hand , for those consumers considering ready a switch from Windows to the Mac , the conversant Intel chip could make that changeover seem less worrying . But for now , at least , analysts are n’t expecting the variety to make too much of a difference .
“ for certain we ’re seeing some continue growth in the space now , ” said JupiterResearch analyst Michael Gartenberg . “ Apple ’s ship number were up even after it harbinger Intel Macs . The fact that they ’re Intel - based rather than PowerPC - based is n’t going to be much of a factor for most people at this time . You ’re either going to wait , or go onward and buy one based on any bit of other reasons . ”
One of those other cause might be the Apple retail store themselves , where iPod customers can be queer to the company ’s full - range of product . This , say some analysts , is where Apple ’s annulus really shines .
“ I think to the extent that [ the halo force ] exists it ’s been driven a lot by Apples retail presence , ” say NPD psychoanalyst Ross Rubin . “ There ’s a lot of awareness of Apple stores , and people going in to buy an iPod or iPod accessories are display to the Macintosh . So I do think we ’ll continue to see that vulnerability taking seat , particularly if Apple continues to expound its retail presence , it direct to a lot of cross - marketing opportunities . ”
Though undoubtedly there is a little ( but outspoken ) subset of Mac users to whom the Intel transition is a heavy deal based solely on the chip computer architecture , it ’s not something that most consumers care about , psychoanalyst say . Most are go to be relate with performance , not what drives that performance .
“ Most consumers are n’t pay that much attention , they ’re pore on map not what chip is powering the computer , ” say Gartenberg .
And according to Macworld ’s initial test , the Intel Saratoga chip are n’t bring about the striking gains that Apple claimed when it herald them at Macworld Expo . What ’s needed to draw in new client , says Rubin , are universal software — those plan to run on both Intel and PowerPC systems .
“ Of course what [ consumers ] care about are coating , ” articulate Rubin . “ If they are Photoshop users , Office users , Final Cut Pro drug user , once those program are usable as worldwide binary , if in side - by - side comparability the Intel versions do much better , that will likely get their attention .
But funnily enough what could exchange all that to make the Mac a more compelling organisation , say analysts , is Windows . When potential switchers take the air into an Apple store for an iPod accessory and see a Mac system run Windows applications , it could dumbfound a brawny literary argument .
“ In terms of the whether having the Intel chip itself is going to make a material divergence for a lot of switchers , it could once Apple solidifies its Windows compatibility message , ” Says Rubin . “ So if we have to wait until Vista for Macs that can boot both operating systems , or perhaps Microsoft will release a version of Virtual microcomputer or there will be some result , some choice , that earmark consumers to easily run windowpane at secure speeds ; I consider that will be a strong message . It will be very attractive to Windows users because they could make passage at their own tread .
“ I think consumers do n’t care , but they see them as two different type of computer , ” say Gartenberg . “ They know they ’re not going to purchase an Apple system that runs Windows . That may change if these Intel - based systems are running Windows as an choice . At that full stop it will be very interesting to see consumers say ‘ I did n’t require to give to Apple , but if I can run Windows and do it on an Apple arrangement then I have the upright of both worlds . ’ ”
Mathew Honanis a San Francisco - free-base author and photographer . His employment has also seem in Macworld , Wired , Time , and Salon .
For more on the iPod , please visit theiPod Product Guide .
