Apple Should Acquire Adobe

While we are on the subject of Apple Computer's strategy (well, I was, last Thursday in Apple, Lose The Hardware, Free The Software), let's complete the advice. I said that Apple should stop selling computers and free the Mac operating system, OS X, to run on generic PCs. Today I add this: Apple should also acquire its Silicon Valley neighbor, Adobe Systems. Adobe's offerings would give Apple, the premier design-focused technology company, an unmatched array of content design and delivery tools. Apple and Adobe already have large, committed followings of web site and graphic designers, and both of their respective camps should feel at home with the combined company. Add the iPod/iTunes franchise to the mix, and an audio-video design and delivery powerhouse emerges.

Adobe is a well run, focused company which nicely strengthened the breadth and depth of its offerings with its 2005 acquisition of Macromedia. What Adobe lacks is marketing pizzazz and fussiness about the details of its products (how long did we suffer with Adobe Reader's interminable load times?). These are both Apple strengths. Apple needs a broad, coherent product line to unleash on both the Windows and Mac OS platforms. This is what Adobe brings to the party.

Let Microsoft have Office, which it produces for Windows and Mac OS and whose presence would just help the unleashed Mac OS gain market share. Office is old news, a mature suite that has nowhere much to go, all the so-called Office 2.0 hoopla notwithstanding. Important, yes, but boring. The new Apple would focus on hip, easy-to-use content design and delivery systems. Very Web 2.0. Who exactly would be its serious competition?

Besides, it would be great fun to watch.

Copyright © 2006 Philip Bookman

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