I could write a long and bitter book about Apple and vertical markets. To sum up, Apple has always had their heads firmly entrenched up their behinds when it comes to most vertical markets, and I don’t see any hope that that state of affairs will ever change.
Apple has a playbook for vertical markets. That playbook worked at one time for one or more vertical markets. Unfortunately it fails miserably for most other vertical markets, and Apple refuses to re-think their tactics. Apple has attacked several vertical markets, sometimes more than once, each time making the same exact mistakes, each time they failed miserably, and as a result they just blamed the market and give up on it.
It’s a shame, really, because several vertical markets are low-hanging fruit. With products at their disposal such as Filemaker Pro, Apple could even whip together a dedicated application for each vertical market, and offer a turn-key system specifically designed for each vertical market. Users in those markets would eat them up.
I’ve tried to help Apple with the law office market several times. As a rule, Apple gets Mac enthusiasts such as myself who work in, and are influential, in vertical markets to work for free as consultants. We all generally are stupid enough to volunteer to help Apple just to be able to rub shoulders with Apple. Then… they don’t listen AT ALL, while abusing their free consultants. It’s a cycle that they haven’t learned from.
There ARE a lot of attorneys who use the Macintosh. But that’s despite Apple, not due to Apple’s efforts. Many attorneys had Macs at home, loved them, and decided to try and use them at work too. Or they had iPhones and liked them, so they decided to try a Mac. But Apple has been worthless at helping attorneys get past huge hurtles such as courts not allowing Macs to access online systems for filing briefs with the court. Without minimal help from Apple, some vertical markets hit a wall that keeps them from growing.
I remember sitting with Phill Schiller and telling him that his own in-house attorneys couldn’t file Apple’s patents with the USPTO on a Mac. He called me a liar! (His own attorneys told him it was true the next day.)
And, OMG, when small third party developers have stepped up to help service vertical markets, Apple has been notorious for stringing them along and then F’ing them in the A! I could tell you stories about leading edge products that existed only for the Mac, and then they fled for Windows, never to return to the Mac, because Apple did the opposite of nurture them.
Steve Jobs personally asked me to write a book about using Macs in law offices. He said that he would see to it that they were sold in every Apple brick and mortar store. I wasted a year writing the book. To my knowledge not a single one ever saw the inside of an Apple Store. (They immediately sold out the few other places that they were sold.)
Apple, at some point, decided that the Mac would be a general purpose personal computer, aimed at home users and a few business markets in which Apple had traditionally had success. I can’t say that plan was a bad one. Apple makes a lot of money from selling Macs. But it’s ironic that such a huge and successful company has been so blazingly incompetent marketing the Macintosh to various professionals, many of whom would be overjoyed to use Macs. It makes one wonder if the Mac could have been the same sort of monster sales success that the iPhone is in the smart phone market?