HP's Apotheker Wants To Beat Apple At Its Own Game

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HP CEO Leo Apotheker hasn't had much interaction with channel partners, but he sure is chatty when it comes to talking about his strategy for boosting HP's credibility in the consumer space.

In an interview with the BBC last week at the World Economic Forum in Davos, Switzerland, Apotheker said HP's solid footing in the consumer and business markets is unique in the IT industry. He also suggested that HP can give Apple a run for its money by paying more attention to product design.

"I hope one day people will say 'this is as cool as HP,' not 'as cool as Apple,'" Apotheker said in the BBC interview.

Apotheker also cited HP's "wow factor from the consumer side" and suggested that HP will take this, add a layer of enterprise security gravitas, and spin it into products whose appeal will span the disparate worlds of consumer and business users.

The fast growth of Apple's iPhone and iPad in business settings shows that the future road to enterprise success will run through consumers. HP has some nice consumer products, but none inspire the sort of borderline frightening materialistic frenzy that can be witnessed at any Apple store. So Apotheker's decision to pull Apple into the discussion is raising eyebrows among industry pundits who've been waiting for him to outline his priorities.

"In some circles HP is pretty cool. But many would argue that HP would never be as cool as Apple, or at least question whether it should strive to be," said Chris Barnes, vice president of research and solutions development at Gap Intelligence, a San Diego-based research firm that follows HP.

"Is this a signal that HP is willing to give up market share in exchange for a higher share of coolness? So long as 'cool' is a euphemism for 'profit,' then Apotheker may have a point. But carrying out that vision won't be easy," Barnes said.


NEXT: HP Prepares To Show Its Cards

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