The iMac
What problem the iMac solved, and how it became the world's number one desktop computer
The turquoise, candy corn-shaped container with a handle was the best way to get up and running on the internet in 1997. The iMac solved the problem of searching for computer hardware by combining the monitor, the PC tower, speakers, microphone, and a built-in modem into a single package. In an era of connecting a nest of cables, it offered plug-and-play simplicity. Its aesthetics made it first in mind when searching for a computer. Over time, and after careful marketing, it became the go-to choice of educators. Influencing a generation of technology-forward students.
Before Apple introduced the iMac, they were working on dozens of products simultaneously. One of the bigger projects was the “Newton” project: an early portable device, similar to the Palm Pilot, that had handwriting recognition. Apple was also working on an operating system to replace Mac OS, a physical gaming console, and a modular software framework.
In 1997, Steve Jobs returned to the company he founded. In addition to the various projects Apple was working on, he also saw that the company had made a dozen versions of the Macintosh device to satisfy retailers asks. "Which ones do I tell my friends to buy?" Jobs asked his managers. There wasn’t a single product solving a well-understood problem.
In 1998, Jobs started canceling projects. The Newton technology was one of them, a piece of tech the Apple team held closely at the time. The interim CEO wrote a note after some Newton fans protested the decision:
From: Steve Jobs
To: Apple employees
Subject: Newton protest today
Date: March 6, 1998, 8:09 a.m.Some people are understandably upset that Apple has decided to stop developing future Newton OS based computers, especially the MessagePad. Today some of them are coming to Apple to protest our decision. This is OK. We are reserving a space for them on our campus and will provide them with coffee and other hot drinks (it may be cold out there!).
Our decision to end Newton development was not taken lightly, and is unlikely to be reversed. Even so, let’s welcome the Newton customers and developers who come to protest this decision. Hopefully they will feel our enthusiasm about the future of Apple, and leave more settled than they arrived.
Thanks
Steve
Steve Jobs decided to go all in on the iMac. People wanted to use the internet, but there was too much friction. "Even though this is a full-blooded Macintosh," Steve Jobs said, "we are targeting this for the #1 use consumers tell us they want a computer for, which is to get on the Internet, simply and fast." Using a computer to get on the internet was a challenge for consumers because (1) choosing hardware was mentally taxing (2) assembling the hardware required technical knowledge and (3) desktop computers looked intimidating and complicated.
Choosing PC components in the late '90s was difficult to decide on. Marketing mainly highlighted specs like memory, storage, and CPU power, leading to confusion. Also, most PCs were sold piece by piece. The consumer was tasked not only with choosing the computer—the engine driving the ride—but also the display, the speakers, the keyboard, and the mouse. This piecemeal approach made the buying process not just laborious but also mentally taxing.
Apple created the iMac to be the best possible solution to this problem. The iMac was an all-in-one design. They took other modules—solutions that solved more specific problems—and housed them together. CRT displays were par for the course on displaying visual output. A CD drive was common for giving the computer access to new information, like programs and music. And speakers for the occasional blasting of music, or early internet videos. Apple grouped these modules so they could act as one and solve a larger problem: getting people on the internet as easily as possible. All a customer needed to do was buy an iMac, which was much easier to do than choosing which combination of competitor’s hardware they needed.
Another roadblock in getting on the internet was assembling and maintaining your hardware setup. SCSI, serial, and ADB ports littered the side of a typical PC tower. There were often multiple Ethernet ports. Some would connect you to the internet and others would send documents to a printer. A separate modem was required to connect to dial-up. Plus, a disparate monitor, speakers, and microphone, were connected depending on how you wanted to use your senses.
Apple went bit by bit. First, they replaced separate SCSI, serial, and ADB ports with USB ports. Using USB created a single place to plug any of your devices, including your keyboard and mouse. This removed friction for people when trying to assemble their setup, and more quickly helped them answer “How do I plug this thing in?”. In hindsight using USB was obvious. At the time, USB was an early technology, and the decision was controversial. However, pulling the future forward with USB turned out to be one of Apple’s best decisions.
Next up were Ethernet ports. These were common at the time, and used to connect to the internet, but could also be used to connect to other devices. At the time there were different Ethernet ports for different speeds, requiring you to have some additional information before attaching an ethernet cable. Apple solved this by creating a port that automatically adapted to the speed without requiring any special configuration.
Taking internet connectivity a step further, Apple placed a telephone jack on the side of the iMac. This meant that anyone, without using an extra device like a modem, could connect their phone line to their computer and use dial-up. This goes back to the problem the iMac was solving: making it as easy as possible to use the internet.
Solving the experience of assembling a personal computer and getting on the internet is something Apple did by innovating on the combination of modules it put together to become the iMac. A combined package meant there was less to assemble. It was close to becoming the best possible solution for an everyday person to get up and running on the internet. The last roadblock Apple had to overcome was to make the device feel approachable and less intimidating.
The iMac was the first major collaboration between Jony Ive and Steve Jobs. To design it, they used software created for spacecraft, detailing specific architecture for the interior hardware. They played with the shape, which resulted in something much different than the other boxy machines at the time. The iMac housed all of its decisions in a stylish “Bondi Blue” and translucent plastic case, with a large grabbable handle up top. This gumball-machine-like product made it easier to approach, and more likely to try. Which ultimately made it more likely to become first in mind over competitors with more complicated connections, hard lines, and concrete colors. The iMac’s aesthetics were minimized by Bill Gates, "The one thing Apple's providing now is leadership in colors," he said. "It won't take long for us to catch up with that, I don't think." The world’s best products never dismiss a better solution.
The ease of use made the iMac a clear choice for educators. It was easier to set up than any other computer, and there was less ongoing technical support required due to its simplicity. Grade school teachers trying to teach geography to a gaggle of preteens don’t want to worry about technical difficulties. Apple offered discounts to schools and ran an on-brand campaign, touting technology as the way to dream. This helped make it first in mind, which accelerated the process of it becoming a product that lapped competitors.
Apple made it easier to choose a computer, with the iMac as the single non-pro desktop model, you didn’t have to compare speeds and feeds. The all-in-one design and simplified connection types—USB, one Ethernet port, and a phone jack for dial-up—made it easier to set up and use. And the aesthetic design made the computer fun and easier to approach. All of this made the iMac the best possible product for consumers, specifically for those looking to use the internet. This, with a boost from the aesthetic appeal and clever marketing, made it the first solution in mind when looking for a computer, which made it a successful product.