Editorial on Consumer Marketing AppleScript

Editorial: It's The Consumers, Apple!

By Bill Fox
January 19, 1999
Brought to you by Copyright 1999

Macworld gave AppleScript its 1998 Eddy Award for Technology, a technology that's been right under our noses for years as pointed out to me by Dana Baggett. As I have written several times, AppleScript is a key technology in Mac OS 8.5 and Apple touted it in seminars across the country as I reported on September 15, 1998. Apple even has a special site set up dedicated to AppleScript. However, in my opinion, Apple is once again not taking advantage of an exceptional consumer opportunity.

Apple has essentially been promoting AppleScript to developers and computer geeks like myself who have the skills, if not the time, to "roll their own" helper applications. If you don't believe me, visit the AppleScript site -- even the "Help & Examples" button doesn't work as I write this piece. I think Apple should seize this opportunity to continuously develop a series of key helper applications in AppleScript for regular consumers beyond those few that appear in the AppleScript folder and to promote a constant interchange of ideas and delivery of AppleScript applications via Apple's on line newsletter like Apple's eNews or a more consumer oriented newsletter like Apple's iMac News. Better yet maybe Apple should even market a consumer product called something like "MacEasier" that installs simplifying AppleScripts from a consumer-selectable menu.

Apple produces the best consumer computer (iMac) in the personal computing business with the best consumer OS on the planet and has established a strong consumer interest with sales over 800,000 in a just few months. Most consumers want things they buy to do their jobs as simply and as hassle-free as possible -- computers are no different. Apple should be pushing the elegant simplicity envelope for consumers much, much harder. AppleScript is a means to do so. Apple should transition quickly from the geek mode with AppleScript to the true consumer mode as quickly as possible. In my usually non-humble opinion, just one person doing this full time could do wonders. Get with it, Apple! Really go for the consumers. They are waiting for you.

-- Bill Fox

Copyright © 1999 by Bill Fox
All rights reserved--no commercial use permitted without attribution.

Of course . . . . . . and I am proud to be an Evangelista! . . .