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Wednesday, June 7, 2006
Why Apple Doesn't Focus On Gaming
7:45 AM | Cord Kruse | 25 comments

In a recent Mac Observer editorial former Apple employee John Martellaro presents a unique perspective on what some Mac users see as the company's lack of interest in gaming. Martellaro asserts that Apple's corporate culture is at odds with a gaming focus; citing the company's desire for its computers to be taken seriously, marketing targeted at non-gaming uses for Macs, and higher management's "death and destruction" perception of gaming in general.

Amongst many more senior managers, including Steve himself, I suspect there is some lingering concern about the essence of the game market. Computer games, as we've come to know them, are mostly (not always) about aggressive behavior, conflict, battle, wars of power, domination, and sometimes, in the worst cases, some very unwelcome social behavior. To put it bluntly, death and destruction.

Apple's public culture appears to celebrate, on the other hand, creation and life. When you have several hundred senior managers at Apple who are most likely married and typically have children, you'll find a culture of affirmation, family, and life. There have been many instances of Steve doing a keynote and demoing, say, iMovie, in which children are involved. More than once, I heard Steve say, after editing one of those movies on stage, "This is why we do what we do."

Games are a part of life, learning, and growing. Some computer games have terrific redeeming value, and many do not. Action movies and games permeate our culture, and in some ways, they just can't be ignored in our day-to-day lives. But that doesn't mean that Apple's management believes that considerable emphasis needs to be placed on this market when there are so many other more important things for people to do with their lives and their computers.

To read the rest of Martellaro's comments follow the link below.

Mac Observer: It's No Game At Apple

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