MARCEL MBAMALUIn the early 1980s, Apple’s Lisa computer was poised to revolutionize the tech industry with its groundbreaking graphical user interface and mouse. The brainchild of Apple’s co-founder Steve Jobs, the Lisa was designed to be a user-friendly, intuitive machine that would democratize access to computing.
However, despite its innovative design, the Lisa was plagued by technical issues, a hefty price tag, and poor sales. The computer’s compact design, imposed by Jobs, led to overheating issues and frequent crashes. Its exorbitant price of $9,995 at launch (equivalent to nearly $30,000 today) made it inaccessible to most consumers.
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Meanwhile, IBM was dominating the market with its PC 5150, a more affordable and reliable alternative that set the foundation for modern computing. The Lisa’s commercial failure forced Apple to shift its focus to the Macintosh, which debuted in 1984 with a more refined design and a massive marketing push.
But one major problem remained: what would happen to the thousands of unsold Apple Lisa units gathering dust in warehouses? The computers were still functional, but Apple had lost interest in them. This is where Bob Cook, a tech reseller, entered the picture.
A Second Chance for the Lisa
Cook’s company, Sun Remarketing, specialized in acquiring unsold tech inventory and reselling it. He had previously saved 3,500 Apple III computers, another of Apple’s commercial failures. Recognizing an opportunity, Cook struck a deal with Apple to purchase up to 7,000 Apple Lisa units at a discount.
Cook’s plan was to repair, upgrade, and resell the computers. To make the project viable, Sun Remarketing invested $200,000 in research and development, creating an improved version called the Lisa Professional. The modified computers started selling, and it seemed like these forgotten machines had a chance at a new life.
Apple’s Sudden Intervention
However, Apple suddenly intervened, demanding the return of all remaining Lisa units. Without explanation, the company arranged for the computers to be transported to a landfill in Logan, Utah. There, the machines were crushed and buried, permanently erasing them from existence.
Theories and Speculation
Apple never publicly explained its decision, leading to speculation and theories about why the company would go to such lengths to wipe out its own product. Some believe the company was protecting its brand image, fearing that modified, second-hand Lisas could damage its reputation if they failed.
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Others suggest Apple was reinforcing its closed ecosystem philosophy, ensuring that all its products remained under corporate control. Another possibility is that Steve Jobs, who had a complicated relationship with the Lisa, wanted to eliminate any trace of the project after returning to Apple.
A Contradictory Legacy
The destruction of the Lisa computers stands in stark contrast to Apple’s modern commitment to environmental sustainability. Today, the company prioritizes eco-friendly designs and minimizes waste in its products. The latest Mac mini M4, for example, is marketed as carbon-neutral, made from 100% recycled aluminum.
The fate of the Lisa serves as a poignant reminder of the tech industry’s complex and often contradictory relationship with innovation, progress, and the environment. As we celebrate the latest advancements in technology, we must also acknowledge the forgotten relics of the past and the lessons they hold for a more sustainable future.
Dr Mbamalu, a Jefferson Journalism Fellow, Member of the Nigerian Guild of Editors (NGE) and Media/Communications Consultant, is the Publisher of Prime Business Africa (PBA).
Dr. Marcel Mbamalu is a communication scholar, journalist and entrepreneur. He holds a Ph.D in Mass Communication from the University of Nigeria, Nsukka and is the Chief Executive Officer Newstide Publications, the publishers of Prime Business Africa.
A seasoned journalist, he horned his journalism skills at The Guardian Newspaper, rising to the position of News Editor at the flagship of the Nigerian press. He has garnered multidisciplinary experience in marketing communication, public relations and media research, helping clients to deliver bespoke campaigns within Nigeria and across Africa.
He has built an expansive network in the media and has served as a media trainer for World Health Organisation (WHO) at various times in Northeast Nigeria. He has attended numerous media trainings, including the Bloomberg Financial Journalism Training and Reuters/AfDB training on Effective Coverage of Infrastructural Development of Africa.
A versatile media expert, he won the Jefferson Fellowship in 2023 as the sole Africa representative on the program. Dr Mbamalu was part of a global media team that covered the 2020 United State’s Presidential election. As Africa's sole representative in the 2023 Jefferson Fellowships, Dr Mbamalu was selected to tour the United States and Asia (Japan and Hong Kong) as part of a 12-man global team of journalists on a travel grant to report on inclusion, income gaps and migration issues between the US and Asia.
