Frankly Speaking: Gotta have it

10.04.2006
Is Boot Camp really Apple's big play for the enterprise desktop? Naaah. The enterprise desktop is a commodity world. The commodity PC market is a cutthroat business with razor-thin margins in which vendors have no way to differentiate themselves except with low prices. Apple doesn't do commodities. Apple sells comfort and convenience to midmarket users and luxury to the high end. But the commodity desktop? Fuggedaboudit.

There -- that was easy, wasn't it? And now that the bogus question of the week is out of the way, let's look at the biggest reason Boot Camp does matter to corporate IT shops.

Here's a hint: You'll find him sitting in a corner office.

You know who I mean. Maybe he's your CEO. Maybe he's some other can't-say-no-to-him executive. The one who's got to have the pricey laptop that never leaves the office. And the big, expensive LCD monitor that never displays more than one window at a time. And the best -- or at least spendiest -- of everything else.

In the past, when Mr. Gotta Have It wanted one of those stylish Macinthings, you could beg off with the fact that it didn't work with your corporate e-mail system, corporate intranet and key corporate applications. Now that excuse is gone. With all the press coverage of Boot Camp, every Gotta Have It knows this isn't merely a hacker gimmick or a sorta kinda maybe imitation. It's real Windows XP. It can run all your standard corporate stuff.

More important, it's too expensive for the rabble to have in their cubicles. Ergo, it's a status symbol. Gotta have it.