Watching the iPhone 4 antenna flaw unfolding for several weeks really took me back. It was an illustration of how difficult it can be for any company to notice or adjust correctly when large-scale changes are effecting their customer base and with it the expectations of their products.
I was at Intel (NasdaqGS: INTC) back in 1995 when we went through the cathartic moment remembered today as the Pentium FDIV Bug. Calling it a "bug" would almost overstate what it was. A small imperfection in a lookup table meant that some division operations that required accuracy beyond six decimal points would provide flawed results. Realistically, this did not have an effect on the vast majority of Pentium-based personal computer users. Even a relatively sophisticated guy like me never needed that level of precision. The guy who found it was a mathematician, others who had problems might have included astrophysicists and guys working on quantum mechanics.
Intel's reaction to the discovery of the flaw was no different than it had always been. The nature of the problem was published in the processor's "errata" sheet -- an obscure document that only users with the most demanding needs were aware of or consulted. Major software companies and PC assemblers were notified so that they could compensate for the problem in software/firmware if they deemed necessary. It was thought to be a non-issue.
What Intel hadn't coped with internally was that things had changed. The Pentium was their first truly branded product, and its release coincided with Microsoft's Windows 95. Windows 95 was also the first truly branded computer operating system, complete with a Rolling Stones soundtrack to accompany the launch commercials. In 1995, the PC business was becoming branded and "comsumerized" even as the companies that were driving the change had few people in them with any sort of a consumer perspective. Apple is in much the same position today. They're no longer a supplier to geeks who idolize Steve Jobs. They've got to look at things from a different perspective, just as Intel did when their moment of truth came.
Continue reading "Why Apple (and Intel) Failed. Why they'll succeed anyway." »