Mac Smart: File Apple's Claris move under 'illogical,' probably 'unprofitable'
By Charles Piller
Years ago, Apple insiders used to say that they ``bleed in six
colors,'' an expression of their loyalty to the company with the
rainbow logo. Apple's recent decision to downsize its Claris software
subsidiary into a two-product company called FileMaker Inc. also
inspires thoughts of an open vein, but without the hopeful rainbow.
Under the new structure, FileMaker keeps the flagship database
product of the same name as well as the Claris Home Page Web tool.
Apple has taken over the remaining Claris products -- notably
ClarisWorks, Claris Draw, Claris Impact, Claris Organizer and Claris
Emailer. One can only wonder what they will now be called.
So what's behind this change? After all the money Apple has
hemorrhaged in the last two years, making $47 million in the last
quarter was an amazing and welcome transfusion. Apple seems hellbent
on staying profitable into the next quarter. A worthy goal, but at
what strategic cost?
Consider this: For many years, Apple executives have wanted to
increase the company's software business -- not to become a software
company, but to complement a hardware business that became maddeningly
difficult to make money from. Claris was always part of this plan,
building a range of respectable applications, including FileMaker Pro
and the popular ClarisWorks all-in-one productivity program.
Claris applications don't compete on power. They are just the most
Mac-like in their class -- the easiest, most straightforward programs
on the market. What takes weeks to learn in Lotus Notes or Microsoft
Access can be mastered in FileMaker Pro in a day or two. And Claris
products counter the ``Microsoft effect'' -- the tendency toward
features overload that makes many of today's applications sluggish
Quality is hardly a guarantor of success. Yet Claris has been
profitable, year after year, according to Apple. It managed this with
good products, smart marketing and because Claris executives grasped a
fundamental fact of life: Microsoft Windows. Claris built Windows
versions of its key products without neglecting the Mac versions or
So instead of building up this successful enterprise, Apple laid
off 300 Claris employees, crippling the infrastructure for a credible
and profitable family of products. What's the logic of this move?
Here's one possibility: Apple has intelligently decided to focus on
its key strength: building great system software and great Macs to run
it on. The Claris cross-platform strategy could never make or break
Apple and could be viewed as a dangerous Windows distraction.
``The Mac software needed undivided attention,'' says Tim Bajarin,
an analyst for Creative Strategies. He expects Mac versions of the
Claris products to sell better with the power of Apple marketing and
branding behind them.
It's a nice idea, but the truth is probably far more pragmatic:
Apple's next quarter will be terrifying; sales in the spring normally
run about 25 percent below winter. Sources close to the company say
all signs point to extreme cost-cutting on the immediate horizon.
``Lean, lean, lean'' is the order of the day, says one insider. ``The
people at the top are not thinking strategically.''
Sure, Apple should and will hang on to ClarisWorks for sales to
schools -- a critical market for the Mac. But it's hard to envision a
scenario in which ClarisWorks could remain competitive from within
Apple. How aggressively can any of these products be managed after a
net loss of 300 jobs?
ClarisWorks is strong enough to sell more or less as is for a
while. Expect the other Claris products taken over by Apple to be
milked without new development until they die, which will probably be
soon. Apple has reportedly been shopping Claris unsuccessfully for
months, so look for it to try to sell the more appealing, slimmed-down
FileMaker Inc. for a tidy profit very soon.
These moves should help staunch Apple's bottom-line bleeding for
one more quarter. I'm just worried about the quarters that follow.
(c) 1998, Los Angeles Times. Distributed by Los Angeles Times