The schizo Apple

Things have got to be a bit weird in Cupertino these days, what with Apple separating its focus into two directions.

On the one hand the company is creating software for the Digital Life market segment with iTunes, iPhoto, iMovie, etc., which means an ease-of-use, grandma-can-use-it message, and hip and groovy ads with phunky tunage for the kids. The retail stores are the flagships of this effort, with a friendly atmosphere and long-suffering peons patiently explaining to the unwashed masses for the umpteenth time how to burn a CD in iTunes.

And on the other hand, the company is inching into enterprise space with Xserve, Xraid, and the delectable-looking Xgrid. This effort requires a different attitude and a completely different marketing message. There are good reasons why there are no Xserves to be found in Apple’s physical stores. And also good reasons why Apple went through the trouble of getting the Xraids certified by everybody and God.

It’ll be very interesting to see how this plays out, and if Jobs, who excels at selling to the creative markets, will allow his new sales people from Oracle to work their enterprise magic.