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Signaling a Shift, Apple Helps Users Run Windows on Macs

Posted on: Wednesday, 5 April 2006, 21:00 CDT

SAN JOSE, Calif. _ Suddenly, the unthinkable: Macs run Windows using Intel chips.

Apple Computer introduced a free download Wednesday that lets people choose whether they want Apple's latest computers to act like Macs or Windows PCs each time they hit the on button. It's a major shift for a company that has long implored consumers to "Think Different" and shun mainstream computers based on Microsoft and Intel technology.

The software, dubbed Boot Camp, is Apple's latest attempt to woo customers from rival computer makers. The Cupertino, Calif., company set the stage for the move last year, with the announcement that it would begin equipping computers with Intel chips instead of those from IBM.

The process of outfitting a Mac to run Windows comes with hassles and costs. Consumers must spend about $200 for Windows XP Service Pack 2, and spend an hour or more installing it. Then, they must restart the Mac each time they want to switch between operating systems.

Apple said Boot Camp was created in response to requests from Mac users, and potential Mac consumers.

"We get a lot of requests from people about running Windows XP on those Intel-based Macs," said Brian Croll, senior director of Mac OS X product marketing. "They have one or two Windows-based applications that are holding them back from making the move. This gives them the safety net to make the move."

Croll ruled out the possibility that Apple would sell Windows itself, or start pre-loading the Microsoft operating system on Macs. "Apple is not selling (Macs) pre-installed or supporting Windows," he said.

Apple also would not say how Boot Camp will figure in its marketing plans. "We don't really talk about future marketing campaigns," said David Moody, vice president of Mac hardware product marketing.

Analysts predicted Apple's new Windows option will lure some consumers who want a Mac but have hesitated because of a need to use Windows for work or to run a specific program. Wall Street endorsed the strategy as shares of Apple shot up nearly 10 percent, to close at $67.21. In after hours trading, Apple shares rose further to $67.36.

"It's very audacious of them. It is bound to increase Apple's market share," said Richard Doherty, an analyst with Envisioneering Group. "The whole blurring of the Mac and the PC is complete. It now raises the bar for manufacturers of not only notebooks, but the living room and desktop PCs."

Boot Camp, which Apple will include in its next-generation Leopard operating system, gives consumers and businesses a way to have two computers in one. Leopard is expected later this year or in early 2007.

"It's the only company that can provide a PC platform that can run Windows and the Mac," said Tim Bajarin, an analyst with Creative Strategies. "It plays well into their switch campaign. They are trying to more aggressively go after those who have been on the fence."

It could tempt businesses that have graphics and marketing departments that use Macintosh computers offer Apple's low-end Mac Mini to all its workers. That way all employees can use Windows and Mac software, observed Art Fallon, store manager of We Fix Macs in Palo Alto, Calif.

"This would allow them, at the price of a Mac Mini, to have one computer," he said. "It's better than any PC by far. It's small and it's cheap. It could be the ideal situation."

Stephen Baker, director of industry analysis for the NPD Group, on the other hand, does not expect to see a lot of people buying Mac computers because they can now run Windows on them.

After all, consumers can buy a PC for $400 or less. "This is for the Mac users for whom there are a few things in Windows they've got to have," he said. "This makes it easier for them. It's not a huge deal."

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(c) 2006, San Jose Mercury News (San Jose, Calif.).

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Source: San Jose Mercury News

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