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30 Jahre Mac Happy Birthday Mac Das Sonderheft-Abo Kein Risiko, keine Verpfl ichtung & bares Geld sparen! Jetzt , abonnieren wissen mehr ! und sparen Ihre Abo-Vorteile auf einen Blick: Sie sparen 1,-€ gegenüber dem Einzelkauf. Sie erhalten die Lieferung versandkostenfrei. Sie haben keine Mindestabnahme und können das Abo jederzeit beenden. Sie erfahren vorab per E-Mail was Sie in der nächsten Ausgabe erwartet. Sie haben die freie Entscheidung und bezahlen nur die Ausgaben die Sie interessieren. www.macwelt.de/sonderheft-abo Telefon: 0711/7252248, E-Mail: [email protected] Macwelt erscheint im Verlag IDG Tech Media GmbH, Lyonel-Feininger-Str. 26, 80807 München, Registergericht München, HRB 99187, Geschäftsführer: York von Heimburg. Die Kundenbetreuung erfolgt durch den Macwelt Kundenservice, ZENIT Pressevertrieb GmbH, Postfach 810580, 70522 Stuttgart, Geschäftsführer: Joachim John mwsh_30_Jahre_sh_abo_u.indd 1 02.12.13 13:38 Macwelt Sonderheft 01/2014 Editorial Eine Liebeserklärung an den Mac Happy Birthday Egal, wen ich in meinem Umfeld frage, welcher Mac sein erster war, die Antwort kommt wie aus der Pistole geschossen. Und meist folgt noch ein kleines Stück privater Lebensgeschichte – einiges davon können Sie in diesem Sonderheft lesen. Und das liegt nicht an meinem Beruf, sondern an der Tatsache, dass der erste Mac für jeden von uns etwas Besonderes war. Daher wollen wir mit diesem Sonderheft zum 30. Geburtstag des Mac nochmal an die großen Momente der Mac-Geschichte erinnern: Großartige Produkte, geni- Marlene Buschbeck- ale Flops, außergewöhnliche Persönlichkeiten, die hinter alldem stecken. Und Idlachemi, marlene.buschbeck@ es sollte keiner sagen, dass es dabei nicht spannend zugeht: Die Kämpfe hinter idgtech.de den Kulissen bei Apple, das Geheimnis der erfolgreichsten Ladenkette der Welt, der Funke Kreativität, der aus einem Werbespot ein Stück Zeitgeschichte macht – das alles ist auch im Jahr 2013 spannender zu lesen als mancher Krimi. Jetzt im Handel Wandelndes Lexikon Wenn ich mal irgendwann bei Günther Jauch landen sollte, mein Telefon-Joker 1000 Tipps für ist gesetzt: Unser Webmaster und Chef vom Dienst, Peter Müller, kennt nicht nur alle Daten und Fakten Mac & OS X seines geliebten FC Bayern, sondern ist auch unser Redaktions-Chronist. Wann wurde die Puck-Maus ein- Über 200 Seiten TIpps, Work- gestampft? Warum musste Avie Tevanian seinen Hut nehmen? Und auf welcher Keynote trug Steve Jobs shops und Kaufberatung im erstmals seinen schwarzen Rolli? Keine Frage, auf die Peter keine Antwort wüsste. Deshalb war er auch großen Sonderheft der Macwelt. Sie finden es am Kiosk, in der Richtige für dieses Geburtstagsheft. Und jetzt wollen wir Ihre ganz besondere Mac-Geschichte wissen! unserer Macwelt-App am iPad Schreiben Sie uns, herzlichst, Ihre und auch als iBook Impressum Macwelt täglich Macwelt HD Verlag: IDG Tech Media GmbH, Lyonel-Feininger-Straße 26, Jeden Tag neu, 80807 München, Mail: [email protected] immer top- Telefon: +49-89-360-86-0, Fax: +49-89-360-86-118 aktuell: Unter Chefredakteurin: Marlene Buschbeck-Idlachemi (v.i.S.d.P. – www.macwelt. Anschrift siehe Verlag) de finden Sie Anzeigenleitung: Uta Kruse (verantwortlich), News, Hinter- Telefon: +49-89-360-86-201, Mail: [email protected] grundberichte, Druck, einschließlich Beilagen: Mayr Miesbach GmbH, 83714 Miesbach, Telefon: +49-80 25-29 40, Fax: -235 Tests, Tipps und Downloads. Ein Inhaber und Beteiligungsverhältnisse: Alleiniger Gesellschafter Forum lädt zum Erfahrungsaus- In der App Macwelt HD finden der IDG Tech Media GmbH ist die IDG Communications Media tausch ein und gibt Hilfestellung Sie jeden Monat eine digitale AG, München, eine 100%ige Tochter der International Data bei Problemen. Regelmäßige Ausgabe der Macwelt: interaktiv, Group, Inc., Boston, USA. Aufsichtsratsmitglieder der IDG Com- Informationen liefern unsere informativ und zu 100 Prozent munications Media AG sind: Patrick J. McGovern (Vorsitzender), Themen-Newsletter, die Sie kos- iPad-optimiert – jetzt auch im Edward Bloom, Toby Hurlstone tenlos unter www.macwelt.de/ Bundle mit dem Heft. Mehr Infos newsletter bestellen können. auf shop.macwelt.de 3 InhaltInhalt Macwelt Sonderheft 01/2014 aber nicht zuletzt dank eines Produktes Kapitel 1: Die Geschichte des Mac auf, das noch unter der Ägide des Dok- Warum 1984 nicht so wurde wie tors auf den Weg gebracht worden war „1984“: Apples historisches Verdienst ist es, mit dem Mac die seinerzeit 24 Mit Musik geht alles leichter hochspezialisierte Welt des Computers Im Oktober 2001 ist es Zeit für das jedermann zugänglich gemacht zu ha- nächste große Ding. Zuerst unter- ben. Diese Revolution begann schon schätzt, löst der iPod einen wahren Run vor dem 24. Januar 1984 – und sie auf Apple-Produkte aus dauert bis heute an. 28 Eine Auszeit und dunkle Vor­ ahnungen Wie die Verschmelzung von Computer Der erste Post-PC 8 Der Mac macht 1984 alles anders und Telefon nicht funktioniert, demons- Warum der Macintosh nicht der erste triert Motorola mit dem Rokr. Das mä- Mit dem iPad definiert Apple ein neues Zeitalter: „Personal Computer“ war – aber der ers- ßige iTunes-Handy ist aber nicht der ein- die Post-PC-Ära ist angebrochen Seite 44 te taugliche. Steve Jobs hat den rich- zige Grund, warum Steve Jobs im Som- tigen Riecher und setzt sich gegen Be- mer 2004 besorgt ist denkenträger durch 38 Lasst uns ein Telefon machen 30 Stetig ist nur der Wandel: OS X Auch Apple arbeitet um 2003 an einem 14 Erst solide, dann unübersichtlich und Intel Tablet-Computer. Es war aber rückbli- Der Gründer muss gehen – gefeuert von Am 6. Juni 2005 schockt Jobs die Ent- ckend eine kluge Idee, die Entwicklung dem Mann, den er selbst geholt hatte. wicklergemeinde mit der Ankündigung zunächst in eine andere Richtung zu Apple wird dennoch zur Erfolgsge- eines dritten Paradigmenwechsels. Der schicken. schichte, bis sich Sculley gewaltig ver- Umstieg auf die x86-Architektur verläuft zettelt. Und den Konzern beinahe in den aber weit problemloser als der auf das 40 iOS und das App­Ökosystem Ruin treibt neue Betriebssystem OS X. Softwarevielfalt ist ein wichtiger Grund für den Erfolg des iPhone. Zu seinem 16 N eXT Step: Wie es Steve Jobs noch Glück musste Apple aber erst einmal einmal versucht gezwungen werden „Wir werden entweder der letzte Hard- Kapitel 2: Die Post­PC­Ära warehersteller sein, der es schafft, oder Am 27. Januar 2010 läutete Apple den 44 iPad: Apple definiert den Post­PC der erste, der es nicht schafft“, sagte Beginn einer neuen Zeitrechnung ein: Nach dem enormen Erfolg des iPhone Steve Jobs über seine Gründung Next die Post-PC-Ära. Der Mac hat seit Ein- war abzusehen, womit Apple als Nächs- Computer. Er sollte Recht behalten – setzen des Halo-Effekts meist stärker tes kommen wird. Anfangs versteht denn irgendwie hat es Next dann doch zugelegt als der Rest des PC-Marktes nicht jeder das iPad, Apple erfindet da- geschafft und seit 2008 seine Verkäufe verdop- mit aber eine komplett neue Produktka- pelt, während der Rest nur um 18 Pro- tegorie 18 A uf der Suche nach System und zent zulegte. Damit klettert Apple in Erfolg den USA auf Platz drei der Hersteller. 48 Wird der Mac bald irrelevant? Anfang der Neunzigerjahre musste Weltweit ist Apple aber mittlerweile Der neue Mac Pro soll nach Apples Wil- Apple feststellen, dass sein Mac-Be- die Nummer eins, rechnet man Tablets len die Zukunft des Desktop-Compu- triebssystem modernen Anforderungen zum PC-Markt dazu. tings einleiten. Wer braucht aber in der nicht mehr entsprach. Die Suche nach Post-PC-Ära überhaupt noch einen einem Nachfolger entwickelte sich zu Desktop-Rechner und wofür? einer wilden Reise, die schließlich bei den Anfängen endete 36 Gescheiterte Tablets Im Jahr 2000 hatte Microsoft Notebooks 20 Die Legende kehrt zurück herausgebracht, die auf Berührung rea- Kapitel 3: Die Kult­Marke Apple Steve Jobs in das Unternehmen zu- gierten. Alle Computer würden fünf Apple ist mehr als die Summe seiner rückzuholen war letztlich eine Verzweif- Jahre später so aussehen, frohlockte Bill Einzelteile. Mehr als Mac und OS X, lungstat Gil Amelios. Die Rechnung ging Gates. Ein Trugschluss mehr als iPhone, iPad, iPod und iOS, mehr als Mitarbeiter und Kunden zu- sammen. An der Börse gilt Apple seit einigen Jahren als eines der wert- vollsten Unternehmen. So kommt es, dass Apple nicht wie die meisten ande- ren Unternehmen Kunden hat, sondern überzeugte Anhänger. Was macht die Strahlkraft der Kult- Marke Apple aus? Der verstorbene Gründer Steve Jobs sah als sein wich- tigstes Werk nicht die Produkte, son- dern die Firma selbst. Apple soll ein Unternehmen sein, in dem Kreativität und Innovation stets blühen, in dem gut einfach nicht gut genug ist. Eine iPod Mini bringt den Durchbruch Analyse des Markenerlebnisses. Die ersten iPods waren Nischenprodukte – mit dem Mini geht der Umsatz durch die Decke Seite 28 4 Macwelt Sonderheft 01/2014 InhaltInhalt 52 Das Erlebnis Apple Store Wie funktioniert der Einzelhandel in Zeiten des Internets, was gibt Innenstäd- ten nach dem Ende der Kaufhaus-Ära neuen Zulauf und Marken neues Anse- hen? Apple hat eine Antwort darauf ge- funden – und braucht seither keine Mes- sen mehr 58 Spektakuläre Apple Stores in aller Welt In der kalifornischen Provinz und vor den Toren von Washington D.C. eröff- nen im Jahr 2001 die ersten beiden Apple Stores. Während Skeptiker dem Konzept kaum ein Jahr geben, betreibt Apple heute in weltweit 14 Ländern rund 400 eigene Läden. Die spektaku- lärsten haben wir besucht 70 Neulich im iZoo Was treibt Apple-Kunden dazu, sich die Nacht vor einem Produkt-Launch vor dem Apple Store um die Ohren zu schla- gen? Unser Reporter hat sich für das Kapitel 4: Die Köpfe des Erfolgs iPhone 5S/C mit in die Schlange gestellt Bei aller Begeisterung über die be- seelte Technik darf man nicht verges- 72 Apple in der Werbung sen, wer den Produkten die Seele ein- Seine Markenbotschaft transportiert gehaucht hat. Es sind die Menschen Apple seit jeher über ausgefuchste Wer- hinter den Produkten. Dabei meinen bekampagnen, der Spot „1984“ war nur wir nicht nur die handelnden Personen ein Highlight.
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