As the Information Week article notes, in order for Psystar’s case to have any chance of succeeding, the company has to prove that Apple computers are a separate and distinct market of their own. If they are part of the much larger market known as personal computers, then Apple’s behaviour arguably doesn’t matter, because the company only has about 10 per cent market share (depending on whose numbers you look at). But Psystar claims that Apple computers are actually a separate market, thanks in part to the company’s marketing campaigns, which are aimed at creating a mystique and a feeling of superiority around its products.
To fully appreciate this news, of course, you have to be a fan of the movie War Games, which is about 20 years old now but is still one of the finest early tech movies. It features Matthew Broderick as a young hacker who breaks into the Pentagon’s war-games system and unknowingly gets the central computer to start a real-life war scenario with the Soviet Union, and it’s a great look at what hacking was like before the Internet, with online text-based chat rooms and modems with rubber couplings that attached to either end of an old rotary phone handset (I remember using a similar one at my first real journalism job).
1. Thinking we had to move faster than we did
I remember back in 2005 feeling that if we did not blow our lights out and spend every penny we had on marketing â€œright now!â€ someone would obliterate us. I had this impending sense of doom for *years* based on our speed.
In the video below, Aza Raskin of Mozilla — who happens to be the son of legendary Apple designer Jef Raskin and is also the developer of the excellent music app Songza.com — demonstrates some of the ways in which users could tie together different services with Ubiquity, by inserting a Google map and reviews of a restaurant quickly into an email to a friend. The app recognizes simple terms like “map these” (after a number of listings are selected), and different services can be added by simply subscribing to scripts that use Ubiquity’s code.
The classic argument in favour of embargoes — as described by Rick Turoczy in a guest post on Centernetworks a while back — is that they “give journalists and bloggers time to research a story” before they write about it. In most cases, to be honest, that is complete crap. In other words, that might be a nice justification for the embargo, but in practice I would argue that it rarely happens. What happens is that everyone who abides by the embargo comes out with a nicely-packaged story that hits all the points from the press release, and they all come out at the same time. How does that really help anyone?