Macs Only! Begins Fifth Year Today

Macs Only! began as a Mac user resource late in 1995 on the eve of probably the Mothership's darkest hour. We went quickly through three names, "Everything Macintosh," "For Mac Users Only!" and "For Mac OS Users Only!" before settling on the current name. Beginning largely as a Mac links site with static advice and suggestions, interactive advice via email was quickly added in the spring of 1996 when it seemed that the burgeoning internet world had turned its back on the Mac. The principal mission was to help novice Mac users and to encourage potential Mac users get on the internet to be a part of and experience the greatest communication revolution of our time. The remnant of those times is a feature located here. Initially, hundreds of questions were answered and that took every waking moment. About a dozen or so questions are still answered each day.

During most of 1996, times were good for Mac web sites if not for the Mothership. Camaradrie was high among them as we helped each other fight the good fight. Mac OS licensing was in full swing and Mac clones brought in competitive pricing, innovation and excitement. To celebrate the new year, 1997, the editor wrote the first full Macs Only! editorial entitled "The Good Fight." The principal thrust was that Apple had lost its way. While then-CEO Gil Amelio had done the necessary dirty work of cutting costs (but not enough), the Mac was becoming a PC with the attendant increased complexity and decreased quality The Mac retail presence was abysmal. The editorial argued for getting back on track by offering product line simplicity, build-to-order, a bulletproof OS and value along with spreading the Mac OS far and wide and by fixing the retail channel.

Times change. The web was maturing and the rush of web advertising with the associated dollars consumed the cameraderie among many of the early web sites. Hits aided by rotating ad banners had become paramount, not helping Mac users. Colleagues-at-arms in the good fight were elbowed aside and given the silent treatment as some Mac web sites became economic successes, the equivalents of the print magazines Macworld and the now defunct MacUser. Of course, all of them continued to help Mac users with improved information. During this period, late 1996 through 1997, Macs Only! registered its own web domain in mid-1997 and added a "high speed" ISDN internet connection in late 1997. Both were supported by minimal cost-covering sponsorship from several Mac clone makers. Bob Burdeau redesigned Macs Only!'s look and Dana Baggett became our ace reporter and somtimes our future man or bargain man.

Times change again. Steve Jobs ousted Gil Amelio and became iCEO in July of 1997. He made radical cuts and ended Mac OS licensing. This ended the clone makers along with some third party manufacturers. Advertsing for Mac sites was dealt a significant blow. Macs Only! editorialized in favor of giving Jobs' assertions and actions the benefit of any doubt while still lamenting the end to licensing the Mac OS. One leading Mac web site simply called Jobs "crazy." The beige Power Mac G3's were introduced as Apple seized the speed high ground, the CompUSA retail deal was begun and Macs Only! started CompUSA Watch. Profitability returned to Apple. Still, Jobs' was silent on his future game plan for Apple.

In January 1998, Macs Only! issued its second editorial, "The Good Fight 1998" suggesting an Apple game plan consisting of quality, elegant simplicity, innovation and speed along with greater attention to the retail point of sale. The details are in the editorial. I don't know if anyone at Apple read it but within months thereafter Steve Jobs announced the 4-cell product matrix, the elegantly simple iMac with the slogan "hello, again," the Apple Store and the Apple slogan "Think different." At least we agreed on what needed fixing. During 1998 PowerLogix became Macs Only!'s primary sponsor as the G3 CPU upgrade market exploded.

Brian Nakamoto began field reporting and Chris Adamson added CVGS Watch, joining Bob and Dana in bringing you Macs Only! No editorial was issued in January 1999 and none will be in January 2000. As we see it, Apple is on track and releasing exciting products with fabulous designs every 3-4 months. More attention to the retail area is needed but not enough to support a whole editorial, just bring back the local Apple Stores.