On Monday, September 19th, Apple Computer Inc. re- 
vealed a new identity for its Macintosh Operating Sys-
tem. To be known as the ‘Mac OS’, the identity features
a simple logo (shown at right) which is a variation of
the traditional Macintosh happy face. With the inclu-
sion of a profile in the logo, Apple hopes to convey an
image of friendly, undaunted interaction between the
user and computer.
The new Mac OS logo will soon appear in a multitude
of places to signify products designed for the Mac OS –
on product packaging, in product literature, and on
peripheral products themselves. In addition, Macintosh users will soon see the Mac OS logo when they boot up their computers. In an effort to get the logo out into the marketplace as quickly as possible to raise awareness of the Mac OS, Apple is offering what it calls a “no fee, no hassle” licensing program. Any manufacturer can license the new Mac OS logo free of charge for product labelling, providing that the product is compatible with the latest Mac OS release (System 7.5).
In the PC market, products are laden with the Windows logo, signifying Windows compatibilty. Until this recent announcement Apple had no similar identifying mark. As one analyst (who declined to be named) told MacSense : “With the increased marketing push of Windows and the perserverance of MS-DOS, people have been asking what operating system the Macintosh uses. Until now, Mac users have always responded with a version number, such as ‘System 7.1’ – which was very undescriptive to PC users. Now Mac users can confidently respond ‘I run the Mac OS’. There is now a visible identity for System 7.5.”
 
September 19th – After announcing a new identity for the 
Macintosh Operating System, Apple Computer revealed its
licensing intentions for the Mac OS. Initially, Apple will
license the Mac OS (System 7.5), Macintosh ROMs and
those hardware components of the Macintosh which are
required to maintain Macintosh ‘plug and play’. The first
round of Mac clones (due fall 1995) will likely not make
it to the US., being sold first in European and Asian
markets.
The PC market has grown at a phenomenal rate over the
past 10 years due to the licensing of IBM technology and the consequent emergence of PC clones (IBM compatible computers). Apple hopes to gain market share by finally licensing the Macintosh Operating System and creating a healthy Macintosh clone market. Many industry analysts assert, however, that Apple’s move comes far too late to have a significant market impact. (See MacSense, Issue 9.)
Though IBM has been rumored to be the first Mac OS licensee, the Newsbytes computer news service learned from Apple that IBM has made no such commitment. Newsbytes reported that IBM’s current PowerPC PREP standard is not yet supported by Apple’s System 7.5, making clone manufacturing very difficult. The report did indicate, however, that Apple was still in negotiations with IBM.
Apple did not reveal which manufacturers were currently committed to licensing the Mac OS, though a number of industry rumors suggest that both Olivetti and Fujitsu are preparing to produce Mac clones.
  
On September 15th, Apple Computer Inc. began offering
both eWorld and NewtonMail in Canada and marked the
occasion by offering a 10-hour free trial period for new
and existent eWorld subscribers.
eWorld is Apple’s new on-line service based upon the
graphical metaphor of a city’s downtown. To get to various
forums and conferences, the user clicks on a building. For example, to get recent news, the user can click on eWorld’s ‘News’ building. eWorld is expected to ship with
all new Macintoshes by October.
Canadian eWorld subscribers will pay the same basic rates as their US. counterparts (in US. dollars): $8.95 a month, with two hours of free weekend and evening log-on time monthly. Additional time during weekends and evenings is $4.95 per hour, while business hour usage carries a $2.95 surcharge (Business hour usage therefore totals to $7.90). Canadian customers do not pay additional telecommunication surcharges, nor are there extra charges for 9600 baud access or Internet mail.
Any new or existent eWorld subscriber is entitled to 10 free hours of on-line usage, between September 15th and October 15th. As part of the eWorld Free Trial promotion, Apple has also waived the $2.95 business hour surcharge until February 15th, 1995.
eWorld subscribers with Newton MessagePads and modems can use their MessagePads to retrieve and send mail from their eWorld account at no extra charge.
