Commodore Amiga Agony screenshot, an early game renowned for its sophisticated graphics and music.
What could have been - and what could be. On 8 April 2012,
Jack Tramiel, founder of Commodore Computers died. With Tramiel's death, so closely following the
death of Steve Jobs, the pioneers of the computing era are leaving us. Commodore, founded in Toronto, Canada in 1954, started as a typewriter company; under Tramiel's leadership, the company introduced the
Commodore PET, the world's first
all-in-one personal computer in 1977. Tramiel is well known to Boomers and especially Gen Xers for the
Commodore 64, the best-selling home computer of all time. It was hailed at its debut in 1982 for its enormous 64 kilobyte memory and its affordable cost compared to IBM and Apple models. In 1984, Tramiel left Commodore and moved to Atari, and uncomfortably found himself competing with the company he built.
Commodore Amiga Agony screenshots.
Commodore arguably continued with Tramiel's vision, introducing the Commodore Amiga (after some bumps with Atari), which successfully competed with other companies' machines on the music, graphics and games front (see my posts on the Amiga
here and
here). Because so many 80s kids grew up playing on Commodore machines, there is a special place for them in Gen X hearts. What does it mean to say that Commodore's founder has died? From
Gizmodo:
"Jack Tramiel, the antithesis of Steve Jobs, has died. Tramiel was the founder of Commodore. Unlike Jobs, Tramiel believed that computers should be utilitarian and cheap, disregarding elegant design or attention to detail—like the legendary Commodore 64.
While Jobs' sense of aesthetics and obsessive detail permeated everything Apple did, from hardware to software, Tramiel—born Jacek Trzmiel in Lodz, Poland, 1928—didn't give a damn. His only concern was price and making things useful enough to win the battle in the marketplace.
As a result, Commodore's design was the crude club to Apple's elegant sword. And while time and nostalgia have made his computers charming, they are still slabs of ugly plastic. Charming ugly plastic slabs that I still like—I used the C64 all through my middle school years and remember to love every bit of its craptastic no-frills nature."
Apple's glitzy, gleaming, luxury tech won the day. Every major computer company evolved around its own ethos. Jobs made
tech intuitively accessible in human terms. Apple also gained a reputation for being sleek and expensive, with a green name and lots of polished, tailor-made apps. It became one of the great Boomer triumphs: the go-to tool for academics, artists, Postmodern élitists. With that culture, Apple built a hierarchy of tech-savvy global citizens, whose sexy gadgets were intimately integrated into their plugged-in lifestyles. Apple's
clever ad campaign in 2006-2009, starring
Justin Long, retargeted the brand at Gen Y, while
John Hodgman made PCs look like the stodgy choice of Xers and Generation Jones.
While Gen X definitely boasts its share of Apple enthusiasts, the brand with which Xers first identified at the dawn of home computing was not the Apple or the PC, but Commodore. For years, PCs have been merely the Apple alternative in Commodore's absence. And for years, Commodore,
the brand of common yet sophisticated computing, was a missing piece in the world of tech offerings. Homage videos on
Youtube, like
this one, point to the ethos which Commodore's founder Tramiel envisioned,
"We need to build computers for the masses, not the classes."
In 2010-2011, Commodore returned, after a humiliating 1994 bankruptcy and years of wandering in a wilderness of sale and resale of the Commodore properties, patents and brandnames. Nostalgia for clunky computers with a reputation for doing everything an Apple could do (and more, yet cheaply) brought the beloved Commodore 64 back with new tech. The new model is called the
Commodore 64x (see my blog post on it
here). The
Wall Street Journal commented: "Welcome back, old friend." The new Commodore is presented by its manufacturer,
Commodore USA LLC as the return to a
'third way' in computing: "
When Commodore met its premature demise in the mid-nineties, we believe something of great value was lost in the tech world. ... 'I’m not a PC. I’m not a Mac. I’m a Commodore!'"
It took Altman's Commodore 64x and Tramiel's death to revive Commodore's ethos in popular memory. Apple's revisionist history gives way to alternate history. These reminders leave us wondering:
what would the tech world look like now, if Commodore, rather than Apple, had been the computer company which survived the early 1990s' recession?