APPLE MAY BE BACK, BUT IT STILL DOESN'T PROVE THAT THE IMAC MEANS BUSINESS

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In many ways, computers are like cars. Business people are often inspired to have the latest and sleekest of both as statements of their "coolness." Unfortunately, just as a Ferrari is inappropriate for most pothole-laden city streets, so too is the iMac unsuitable for most corporate environments -- albeit it does have the cuteness of the new VW Beetle. But reality hasn't stopped numerous business people from bringing their iMac to work and proclaiming that the product marks Apple's resurgence in corporate America.

No sooner was the iMac announced when I began receiving loads of letters from Apple enthusiasts. Even though, at that point, they hadn't seen or used the product, they stressed how this product was the coolest computer Apple created. In their view, it would mark the resurgence of a Steve Jobs-driven Apple and would return the company to its former glory. To add to this flurry, once the iMac became available a few weeks ago, many of those same readers pointed out how the box exceeded their lofty expectations. They were quick to point out that this was their new computer of choice and would be occupying a prominent position on their desk. I have even seen some clients who are attempting to use the iMac in their daily business.

The key phrase here is "attempting to use." The iMac is stylish, technically impressive, and faster than most desktops. It has received rave reviews for its features and general performance. However, the iMac is aimed at the home space and as such, doesn't have the necessary drivers to survive in most corporate environments. Many enthusiasts think that just because the iMac has a 10/100Base-T connector and an easy-to-use interface, it will readily connect to any network. It won't -- unless you happen to have an AppleTalk network still running. And when you consider the limited engineering resources of many networking vendors along with Apple's limited market, the iMac doesn't seem destined to have network drivers anytime soon. And this is only the first of many challenges that Apple's new computer will face within a corporate environment.

But the fans are right -- the iMac really is the Macintosh that Steve Jobs wanted to build. It is the least expandable Mac ever built. With no PCI slot, its extension options are severely limited. Although this won't be a big issue for most home users, corporate users need expansion options.

Don't get me wrong. I think the iMac demonstrates that Apple still has some very innovative engineering talent. It shows that functionality can be combined with style. The product rollout also demonstrates that Apple has finally solved its chronic `loose-lips' problem. The company should be commended on its managed marketing crescendo -- there was no real press leak about the product until Steve Jobs let the information out in a very well-orchestrated "slip."

This product hype built into an initial weekend buying frenzy on par with Windows 95's launch. And if you haven't heard enough about the iMac yet, you soon will. Apple's $100 million advertising campaign will rival what Microsoft spent to promote Win95.

This product promotion will definitely create the feeling that with iMac, Steve Jobs has brought the Mac back. Apple's aggressive campaign will show the iMac being used in a variety of environments. The "simplicity" of the iMac may convince some users that they can replace their "harsh" Windows PCs with the friendly iMac. Unfortunately this misguided perception could wind up slipping unproductive iMacs into corporations.

While Jobs and the iMac have solidified Apple's presence and positioning, they haven't built an enterprise solution. The iMac is an innovative and simple computer for home users. For the sake of your help desk, you should resist putting the iMac where it doesn't belong. In corporate America.

Do you think that the zest for iMac will continue? Should Apple produce a corporate version of iMac, or are corporations destined to remain in a Wintel world? Send me e-mail with your perspective.