When Apple Computer introduced its Lisa machine in January 1983, it was hailed as a technological marvel that would set new industry standards for ease of use and visual display. It did, but even marvels must survive in the marketplace. Last week the slow-selling Lisa, which the company renamed Macintosh XL in January, joined the IBM PCjr. and Apple’s own model III in the great, and growing, computer junkyard. Apple will discontinue production of the machine this summer. Said Company Spokeswoman Jane Anderson: “It just wasn’t an economically viable product.”
While Lisa was praised for its technology, sales never took off. One problem was an eye-popping price–$9,995 originally, which Apple lowered gradually over the years to $3,995. Lisa was also not popular in its primary market, large corporations. They generally preferred to continue buying IBM machines.
Lisa’s demise may signal further hard times for the Cupertino, Calif.-based company. Layoffs will inevitably result from the production halt. In anticipation of a period of slower growth, Apple last week also announced plans to reduce its advertising budget.
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