Can the Amiga find friends?
vg...@safe-mail.net
August 19, 1985
Working from the presumption that the personal computer business can
only get better, Commodore International Ltd. unveiled its long-
awaited Amiga computer with the obligatory fanfare--in this case a
lavish show featuring lasers, a woodwind trio, and cameo appearances
by artist Andy Warhol and rock singer Debbie Harry. Amiga, which will
sell for $1,295 and up, is a second-generation improvement on Apple
Computer's Macintosh. Several weeks ago Atari, now headed by former
Commodore boss Jack Tramiel, also introduced a Mac-like computer, the
520ST, dubbed "Jackintosh" by industry pundits.
Using the same Motorola 68000 microprocessor that Apple chose for its
ground-breaking computer, Amiga imitates many of the Mac's features:
symbols or icons to replace complex commands, a mouse to point at
icons, and "windows" able to display several programs at once. Like
the Jackintosh, Amiga upstages the Mac by displaying its work in
color. The Amiga is also faster than a Mac because it uses separate
microchips for grapics and sound and, unlike the Mac, can perform
several tasks simultaneously. "We believe the Amiga is the answer to
the doom and gloom of the specialty computer store," declared Thomas
Rattigan, president of Commodore's business machines subsidiary.
While initial reviews praised the technical capabilities of the Amiga,
a shellshocked PC industry has learned to resist the seductive glitter
of advanced technology for its own sake. The Mac still hasn't saved
Apple, and last year Mindset, a start-up company, couldn't find a
niche in the marketplace for its IBM-compatible computer with flashy
graphics. A niche is what Amiga too will need. Commodore says Amiga
will be aimed at small businesses, the home market, and graphics-
oriented corporate departments. While Amiga tries to find friends,
Commodore may be kept afloat by its C-128, introduced to replace the
64 but far less sophisticated technologically than the computer that's
getting all the hoopla.