How Apple can energize its 1998 Internet strategies

MacWeek, Jan 12, 1998 by Adam C. Engst

It's time to turn our backs on 1997 and look forward to what 1998 might have in store. Apple isn't talking, but here are some ideas that could revitalize Apple's moribund position on the Internet.

Internet in a box

The Internet is now one of the main reasons people buy computers. Apple has the building blocks to create the perfect machine to feed this demand. No, it's not a Network Computer; it's an Internet Computer.

Take an inexpensive Mac with an internal modem and a built-in monitor (not like the Pippin and a lousy TV screen). Install the standard Internet software, with a Launcher-like shell for easy access. Then add an Apple-branded Internet account through a national Internet service provider so the Internet Computer can get online right out of the box.

Although it must be clear that this Internet Computer can run Macintosh software, it should be marketed as the best Internet solution. Unusual sales techniques might also work well. For instance, what if the Internet Computer were sold along the cellular phone model, so Apple would make money on the service rather than the hardware? The Mac was meant to be an information appliance; it's time for Apple to update that concept and make an Internet appliance while retaining the advantages of the Mac OS.

Automatic updates

The Internet is great for making software updates available, but researching, downloading and installing those updates take far too long. Efforts have been made in this direction with a few third-party products, but I'd encourage Apple to develop an Update Manager technology that developers could use to have their applications check for, download and install updates without requiring user intervention. Of course, users should never be forced to update, and they should be able to revert to previous versions on demand.

Cryptography and the Mac OS

Avoiding the encryption debate for the moment, I think secure communications will become increasingly desirable in the future. Whether we're talking about Internet telephony, e-mail or Web commerce, being able to ensure privacy is a big plus on which Apple could capitalize. Imagine ads featuring a concerned professional saying, "I rely on my Mac to keep my business communications private."

With a clean implementation of encryption technology built into the Mac OS and a plug-in interface for different encryption algorithms, developers could add encryption to any application, turning encryption into something as simple as clicking a check box when saving files.

More important, Apple could place the Mac at the forefront of the promising field of electronic commerce, which might soon go beyond credit cards to cryptographically intensive electronic cash or micropayments. No matter where Apple focuses its energy, the company must move forward with innovative Internet efforts or risk becoming irrelevant on the Internet.

Adam C. Engst is publisher of TidBITS and author of "Eudora for Windows & Macintosh: Visual QuickStart Guide." He can be reached at interq@macweek.com or http://www.tidbits.com.