A bite out of Apple's stronghold

Electronic News, Jan 26, 1998 by Carolyn Whelan

"None of my students have Apples at home because the prices are so hugely dif- ferent," said Mr. Whelan, adding that students were teaching him how to use Wintel machines because the pupils tend to be more proficient on PCs than many teachers.

Analysts confirm that trend. The combination of PCs' price, performance and the fact that that they will be used more often in businesses after students graduate make them more compelling, if education is about preparing students for the real world.

Much of the swing towards Wintel PCs will rest with schools installing labs from the ground up or revamping their entire IT infrastructure. But within the installed base and among schools adding units Loiselle expects that the deci- sion will be a more difficult one, one that may become a battleground.

Those that have already made the switch are unlikely to go back unless they have problems with support and ease of use. And in districts that have con- verted to Wintel machines, teachers and students will switch to PCs to be com- patible with their colleagues, classmates and parents.

"Historically the mix has been 50% Apple sales and 50% combination of others PC vendors," said a spokesperson from Computer Curriculum Corporation (CCC), the largest provider of education software to schools that also provides advice on hardware. "(But) clearly, Apple's vendors are under pressure," she said.

Apple is reserved In defending its position on the school market, Apple was initially terse and guarded about their plans for the future. A spokesman pointed out that their on-line store will be available to educators this Spring, as will ongoing staff development programs for teachers, its $699 New- ton E-mates which are neither Macs nor PCs, and its cost donating/Mac-Credit program, "Power of 10" launched just before Christmas.

The company said it's been focusing on redefining what Apple as a company stands for rather than communicating regularly with the segments it participates in, which is perhaps why schools are confused about the role it continues to play. The Education Marketing Group was integrated into the com- pany's overall marketing group last fall.

"Apple does know that the sub-$1000 market is a big issue and very important for the future of the computer business," the spokesman aid "and we are work- ing vigorously towards that." industry sources believe that Apple will finally enter the sub $1000 market in the education space this spring, in or about March 1997 when the FETC show in Orlando, Florida will be held. Many teachers hope so.