This Man Tried to Resell 7,000 Apple Computers but Ended Up Watching the Tech Giant Seize and Destroy Them All

Imagine holding the keys to a trove of rare computers, seemingly doomed to obscurity, yet brimming with potential. This was the gamble taken by Bob Cook when he acquired a staggering 7,000 Apple Lisa computers, a product once deemed a black mark in Apple’s storied history. His vision was to breathe new life into these forgotten machines, but Apple had other plans. In a twist as dramatic as it was unexpected, the tech giant reclaimed the devices, only to have them destroyed. Delve into one of Apple’s most enigmatic chapters.

The Apple Lisa: A Spectacular Flop

In 1983, Apple introduced the Lisa, a groundbreaking computer for its time, equipped with a graphical user interface and a mouse. Despite its innovative features, the Lisa was a commercial failure. Its compact design, insisted upon by Steve Jobs, led to overheating issues, resulting in frequent crashes. Priced at an astronomical $9,995—equivalent to approximately $32,000 today—it was out of reach for most consumers. Meanwhile, IBM’s PC 5150, powered by an Intel 8088 processor, was setting the standard for modern computing.

The failure of the Lisa forced Apple to rethink its strategy. By 1984, the company shifted its focus to the Macintosh, a more refined model that benefited from extensive marketing campaigns. But the question lingered: what to do with the thousands of Apple Lisa units gathering dust in warehouses?

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Bob Cook: The Man Who Tried to Save the Lisa

Enter Bob Cook, an Apple enthusiast and founder of Sun Remarketing, a company specializing in the refurbishment and resale of unsold inventory. Having previously acquired 3,500 Apple III units, another of Apple’s missteps, Cook saw potential in the Apple Lisa. With agreements in place with Apple, he could purchase these machines at low cost, repair them, and resell them.

Seeing a golden opportunity, Cook acquired up to 7,000 Lisa units. Apple even allowed him to modify flawed models to enhance their performance. His company invested $200,000 in research and development to create an improved version dubbed the “Lisa Professional.” Everything seemed set to revitalize these computers—until Apple abruptly reversed course.

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Apple’s U-Turn: Thousands of Computers Destroyed

In September 1989, Apple decided to halt Bob Cook’s initiative. Without a public explanation, the company demanded the return of the computers. Facing Apple’s legal might, Cook had no choice but to comply. A few weeks later, a truck dispatched by Apple arrived at Sun Remarketing’s warehouse. Apple’s employees retrieved the entire stock, leaving no computer behind. Their destination? A landfill in Logan, Utah. There, the 7,000 Apple Lisa computers were unceremoniously crushed and buried.

A Chapter Erased from Apple’s History

Why did Apple make such a drastic decision? Officially, no clear reason was provided. However, several theories abound. Concerned about its reputation, Apple possibly did not want to see modified, potentially flawed machines on the market. The company has always sought to control its ecosystem and products, and the sale of “reworked” computers clashed with this philosophy.

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This long-overlooked story was brought to light in a documentary by The Verge, Lisa: Steve Jobs’ Sabotage and Apple’s Secret Burial. It highlights an era when managing unsold products sometimes led to extreme measures. Ironically, Apple today champions a more environmentally responsible policy. The recent Mac mini M4 is even marketed as “carbon neutral,” made with 100% recycled aluminum. A commendable initiative, yet it starkly contrasts with the thousands of Apple Lisa units buried over three decades ago.

This intriguing chapter in Apple’s history raises questions about corporate decision-making and environmental responsibility. Could this forgotten story influence how tech companies manage unsold inventory in the future? What lessons can be learned from this tale of innovation, failure, and redemption?

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