At long last, Apple has licensed the MacOS. A number of companies have signed on to churn out the very first Macintosh clones. By late April, we will be seeing Mac- alikes for sale in discount superstores and mail-order catalogs. One must ask, however, who will buy the clones?
That’s a formidable question. The theory behind cloning has long held that once Apple allowed other companies to manufacture and distribute Macintosh derivatives, the market share of computers running the Macintosh operating system would rise steadily and challenge the dominance of Wintel-based PCs. But what evidence is there of this? What incentive will there be to buy clones? And more importantly, how will the creation of a Macintosh clone market incite DOS and Windows users to switch platforms?
The main determinant for buying a Macintosh clone will be its price. Existing Macintosh users have a faith in Apple—a faith in its hardware, a faith in its AppleCare warranties and in-house service, and a faith in the industrial design of the Apple Macintosh. It will be a long time before these individuals have a similar faith in a clone manufacturer. To compete with Apple, the clone manufacturer will have to offer an incredible price/performance value, a reasonable warranty, and a reliable product. Die-hard Apple users will not be so easily swayed by the entrance of clones into the market. It will only be a low price tag which will catch their eye.
I have long entertained the argument that cheap Macintosh clones will force Apple to reduce the pricing for its hardware, but I must dissent. If anything, the creation of a clone market will bolster Apple’s premium pricing. Macintosh enthusiasts and Apple evangelists will continue to buy Apple-brand products, regardless of the price. Poor product reliability and inferior warranties could very easily send the dubious masses rushing back to Apple, paying whatever price necessary to get a “quality” Apple product. High product margins could once again be the norm at Apple.
And what of the DOS and Windows populous? Will they be enticed by the competitive Macintosh market? Once again, it will be a low price tag which will cause heads to turn. DOS and Windows users have a lot invested into their computers—applications, personal files and data, additional hardware, and time spent learning—and it is no easier for them to switch to the Macintosh than it is for Mac users to switch to Windows. In and of itself, the introduction of Macintosh clones will certainly not make a noticeable dent in the PC market.
To survive, Macintosh clone manufactures will have to offer a cheap, quality product; they will have to innovate; and they must provide reliable and cheap cross-platform compatibility. Quite simply, the reality of the situation is that DOS and Windows users will not switch platforms if they have to pay significantly more to remain compatible. To make a dent in the PC market, Macintosh clone manufacturers will have to offer complete systems similar to the new Power Macintosh 6100/66 DOS Compatible for less than $2500 US ($3200 Cdn.). Additionally, Apple, IBM and Motorola should place a priority on the development of the PowerPC 615, a PowerPC processor with the built-in capability to translate Intel x86 instructions to PowerPC code.
A local online user accurately summed up the target market for the first Macintosh clones: first-time computer buyers with little knowledge of the industry, who will buy their computers at discount superstores. Because these individuals are not well-informed, price will become the biggest factor determining which computers they purchase. It is these unknowingly brave souls which will foster the initial growth of Macintosh clone market.
Despite the difficulties the clone market will face in its infancy, Apple was wise to finally license the MacOS. In the short term, Apple gets to set the benchmark for Macintosh clone market, and charge accordingly for its products. In the long term, assuming all cards are played well, Apple may see the market share of the MacOS increase significantly. And with each Mac clone sold, Apple will be laughing.
All the way to bank.
 
How concrete is your loyalty to Apple? Would you consider buying a non-Apple Macintosh clone? Let us know what you think. Please send all e-mail messages to MacSenseEd.@eWorld.com, and title your message “Macintosh Clones”.
