Word: macintosh
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...founders began by tinkering with a circuit board in a California garage and went on to live a new version of the American dream. Among the problems that now plague the manufacturer are the gradual aging of its mainstay Apple II home computer and the recent failure of its Macintosh model to make much headway in the office market...
Sculley has launched a sweeping reorganization as he has consolidated power. Gone are the two separate divisions that produced the firm's Apple II and Macintosh models. They reportedly feuded frequently. Apple will now be divided along more traditional manufacturing and marketing lines. Wozniak applauds the change. Says he: "I think the reorganization immensely strengthens the company. There's been this feeling at Apple, largely spearheaded by Steve Jobs, that we're so powerful...
...high-growth years. Instead of issuing a single terse announcement to all workers, Apple supervisors individually informed many of those who were being let go. The computer maker also opened a placement center and staffed it with newly hired consultants. Free for all resume writers: use of Apple's Macintosh computers and high- quality printers...
Apple must now rectify some embarrassing past mistakes. Its creation of a direct-sales force to snare corporate accounts did little more than alienate the company's existing dealers. Apple's attempt to salvage its foundering Lisa computer by renaming it the Macintosh XL proved futile, and the machine was abandoned seven weeks ago. The original Macintosh, introduced with great fanfare last year, may have been too dependent on a single software supplier to make major inroads into offices. The impact of the cumulative errors has been to take much of the polish off Apple's once bright image. Says...
...adapt to a sharp slump in the computer market. The company will now concentrate on selling machines to schools and small businesses. The pinch at Apple has brought changes in its freewheeling style. Sculley recently shut off the free fruit juice and massage treatments supplied to members of the Macintosh division...