Wouldn't it be a hoot if Apple renamed .Mac back to iTools?

[Zoidberg]

I indeed do remember them mentioning "having the same email for life". I'm not sure they ever mentioned "free", but they were pushing it as an email account that you could use no matter what ISP you were with - so it was a "for life" email. (Sounds "so what" now but this was pretty appealing for most at the time.)

[RAMd®d]

I don't remember Apple promising anything for life except a warranty on some old hardware. They were spanked a little when they canceled it.

Interesting that some feel an entitlement so strongly that Apple should give away stuff because they can afford it.

I can see them bundling some stuff with a purchase because in the end, they *aren't* really giving it away.

I *would* like to see Apple offer e-mail only, for $10 a year, instead of just offering *additional* accounts.

[tahoedrew]

I can understand charging for .Mac, I may be an Apple fanboy but I'm also a business consultant and giving something away that people are willing to pay for is just something you don't do (unless it costs you no additional overhead, then it might just be "good business" to give it away, but I'm pretty sure there's some overhead associated with servers and bandwidth for .Mac and its maintenance).

However, I do agree with the sentiment here that .Mac probably isn't a huge burden on Apple's cost of goods sold line in their P&L, and I always felt the $99 suggested retail was a bit high. What might be more appropriate would be including it free for the first year (just like AppleCare, and then include .Mac with AppleCare purchase, so you get 3-year warranty and .Mac and then a $39/year renewal rate every year there after. It would allow Apple to charge slightly more for AppleCare (just $20-30 more) which probably pads Apple's bottom line a TON.

~A

[guitarist]

I think anything with an "i" in front of it is wearing thin, it was cute when the 'iMac" first came out in the 1990s, but that was a long time ago. I'll be curious how they rename it, and reposition it.

I don't think they'll move toward making it free again, what they'll likely do is make an effort to improve its value. Make it more useful, or more irresistible. Currently, it's resistible.

It's actually a better value than it's given credit for, as it is. (starting when Apple finally boosted storage, and offered better integration with iLife, etc.) but it's due for a more sincere revamp.

When I worked as an Apple Specialist at an Apple Store, briefly, a couple Christmases ago, we'd been taught a method of offering .mac to customers in a more enlightened way, to allow them to discover the various benefits it offers, without a hard sell, but give them a chance to see its virtues and want to include it. It actually worked. When properly introduced to it, many customers do take an interest in adding it. Particularly new mac owners.

I'd say most of us here are more experienced, specialized, exposed, and have access to similar tools that make its value less compelling. But I myself got hooked. As an employee, I got it for a year. Then when time ran out, I paid to renew it, because I like having it and didn't want to give it up. I agree, a year is the right length of time for .mac to become indispensable. 90 days isn't long enough. A year, you can get hooked.

[beerman]

.Mac is the easiest way to publish content online. A couple clicks and it is done. It can certainly be improved but it does have value.

[Zoidberg]

I have relatives whom I've converted to the Mac who are crazy over how easy it is to publish web sites via iWeb and their .Mac account.

[lafinfil]

I though iTool was Job's nickname at Apple ...

; -)

[guitarist]

MobileMe

Update here:

http://www.tuaw.com/2008/05/30/mobile-me...me-of-mac/

[MacArtist]

MobileMe sounds like something Microsoft would come up with. Stupid name.

Great name for a wind-up baby crib toy.

Makes .mac sound pure genius.