Apple’s Destruction of 7,000 Lisa Computers: A Forgotten Chapter

In 1989, Apple made a controversial decision to destroy 7,000 units of its pioneering Lisa computer. This event erased a significant piece of computing history and left many questioning the motives behind such an action.

The Apple Lisa: Innovation Ahead of Its Time

Launched in 1983, the Apple Lisa was among the first personal computers to feature a graphical user interface and a mouse. Despite its groundbreaking technology, the Lisa faced several challenges:

• Design Flaws: The compact design, influenced by Steve Jobs, led to overheating and frequent system crashes.
• High Cost: Priced at $9,995 (approximately $30,000 today), it was beyond the reach of most consumers.
• Market Competition: IBM’s PC 5150 offered a more affordable and reliable alternative, capturing significant market share.

Due to these issues, the Lisa struggled commercially, prompting Apple to shift focus to the Macintosh in 1984.

Bob Cook’s Rescue Mission

Bob Cook, founder of Sun Remarketing, saw potential in the unsold Lisa units. Having previously refurbished 3,500 Apple III computers, Cook aimed to give the Lisa a second chance. He negotiated with Apple to purchase up to 7,000 Lisa units at a discounted rate, intending to refurbish and resell them as the “Lisa Professional.”

Sun Remarketing invested $200,000 in research and development for this project. Initial sales were promising, indicating a potential revival for the Lisa.

Apple’s Unexpected Reversal

In September 1989, Apple abruptly demanded the return of all remaining Lisa units from Sun Remarketing. Without providing a public explanation, Apple retrieved the computers and transported them to a landfill in Logan, Utah, where they were crushed and buried.

This sudden move sparked various theories:

• Brand Protection: Concerns that refurbished Lisas might fail and harm Apple’s reputation.
• Ecosystem Control: A desire to maintain control over its products and prevent unauthorized modifications.
• Steve Jobs’ Influence: Speculation that Jobs wanted to erase the Lisa’s legacy due to its association with past failures.

Environmental Irony

Today, Apple emphasizes environmental sustainability, producing devices with recycled materials and promoting eco-friendly practices. The deliberate destruction of 7,000 functional computers in 1989 contrasts sharply with the company’s current green initiatives.

Conclusion

The mass destruction of the Apple Lisa remains a perplexing episode in tech history. While the true reasons behind Apple’s decision may never be fully known, this event serves as a reminder of the complex interplay between innovation, corporate strategy, and environmental responsibility.