Culture

Apple and the "Osborne Effect"

When Apple announced its switcheroo from IBM to Intel, the chattering class immediately raised the specter of the late Adam Osborne and his now-defunct computer company.

One of the early entries in the PC business, Osborne tripped up by boasting about an upcoming product months prior to the release date. Demand for its existing line plummeted and Osborne Computer went subsequently went bust. Other factors contributed to the company's demise but the industry learned the obvious lesson: pre-announce at your own risk.

So much was made of the potential drop in demand as customers waited for Apple to get further along in its chip transition. But considering the 35% unit growth in the Macintosh line, Apple's third quarter earnings show no hint of being depressed by the Osborne Effect -- at least not yet.