APPLE, APPLE PIE: A LETTER TO THE ECONOMIST (June 11, 2007)

In 1984 or 1985, when my No. 1 son was nine or ten, I took him to a computer store, where I was looking for something or other for my IBM portable—the first of its kind, albeit the size and weight of a portable sewing machine. While I was talking to a salesperson, my son managed a whole drawing on an Apple machine on display in the store. I was quite stunned, for all he could produce on my IBM was a profusion of error messages. I have been an Apple enthusiast ever since. However, my mother, who passed away at the beginning of the millennium, never managed even a cooking recipe on any of my many sleek Apple machines. Although I very much appreciate the eulogy of the intrepid company in your main leader (“Lessons from Apple,” June 9, 2007), one of the four lessons you mention, the ease of use, is still far from what the market requires. Steve Jobs is sure to agree, for people like my mother must still be uppermost on his mind.