Apple is known for innovation, cutting-edge technology, and record-breaking product sales. However, in the 1980s, the company faced one of its biggest product failures—the Apple Lisa. So unsuccessful was this early personal computer that Apple chose to bury 7,000 units in a landfill rather than let them remain on the market.
This decision led to controversy, especially for Bob Cook, a businessman who had hoped to modify and resell the computers. But before he could execute his plan, Apple retrieved the computers, destroyed them, and buried them, ensuring Lisa’s failure remained out of the public eye.
Contents
The Apple Lisa: A Revolutionary Failure
In 1983, Apple introduced the Lisa, one of the first personal computers with a graphical user interface (GUI). The concept was ahead of its time, offering features that would later become standard in modern computers. However, despite its innovation, the Lisa was a commercial failure.
Why Did the Apple Lisa Fail?
High Price – The Lisa launched at $10,000, far more expensive than competitors.
Technical Issues – It had slow performance and limited software support.
Competition from Macintosh – Apple’s Macintosh (1984) was cheaper ($2,000) and more user-friendly.
IBM’s Market Dominance – IBM’s personal computers offered better value and quickly outsold the Lisa.
Ultimately, Apple managed to sell only 30,000 units before discontinuing the product in 1985. This left 7,000 unsold computers, which Apple needed to dispose of.
Bob Cook’s Plan to Revive the Apple Lisa
Instead of discarding the remaining inventory, Apple offered the 7,000 Lisa computers to Bob Cook, a businessman who saw an opportunity to modify and resell them at a lower price.
Cook’s plan was ambitious. He wanted to:
Upgrade the hardware – He added larger hard drives, better RAM, and improved floppy disk drives.
Install the Macintosh OS – This would make the Lisa more functional and appealing.
Sell at a lower price – Offering an affordable alternative to the latest Apple computers.
To make this vision a reality, Cook invested $200,000 into modifications. Unfortunately, before he could bring the product to market, Apple exercised a contractual clause allowing them to reclaim the machines.
Apple’s Decision: Destroying and Burying the Lisa
In 1989, Apple took back the 7,000 Lisa computers from Cook’s warehouse. Instead of reselling or repurposing them, the company destroyed and buried them in a landfill in Logan, Utah.
Why Did Apple Bury the Computers?
Apple provided two main justifications for this radical move:
Cost Savings – Apple avoided maintenance costs and claimed a tax benefit of $34 for every $100 in depreciation.
Protecting Brand Reputation – Cook believed Apple wanted to erase the Lisa’s failure from history.
The exact number of computers buried remains unclear, with some sources claiming Apple recovered only 2,700 units, suggesting Cook may have sold some modified Lisas before Apple intervened.
Apple’s $500 Billion U.S. Investment Amid Tariff Concerns
In a more recent business move, Apple announced a $500 billion investment in the United States, which includes:
- Hiring 20,000 workers.
- Constructing a new server facility in Texas, set to open in 2026.
- Expanding its AI technology under the Apple Intelligence initiative.
Why Is Apple Making This Investment?
The announcement came shortly after former President Donald Trump claimed that Apple CEO Tim Cook had assured him the company would shift manufacturing from Mexico to the U.S. to avoid tariffs.
Trump had previously warned that tariffs could increase the cost of iPhones made in China. Apple’s new investment plan signals a strategic move to align with U.S. economic policies while strengthening its domestic infrastructure.
The Apple Lisa’s story is a rare example of a company intentionally erasing one of its own products from existence. While the Lisa was a technological pioneer, its high price and competition led to its downfall.
Apple’s decision to bury the computers remains controversial, with some seeing it as a cost-saving move and others as an attempt to rewrite history. Meanwhile, Apple’s latest investments in the U.S. reflect its commitment to future innovation and economic expansion.
Whether it’s burying failures or building billion-dollar projects, Apple continues to make bold business decisions that shape the tech industry.
FAQs
1. Why did Apple bury 7,000 Lisa computers?
Apple buried them to avoid maintenance costs and likely to erase the Lisa’s failure from public memory.
2. Who was Bob Cook, and what was his plan for the Lisa?
Bob Cook was a businessman who bought 7,000 Lisa computers intending to upgrade and resell them at a lower price.
3. Did Bob Cook receive compensation when Apple took back the computers?
It is unclear whether Apple compensated Cook, as different sources report varying numbers of computers recovered.
4. What was wrong with the Apple Lisa?
The Lisa was too expensive, had slow performance, and faced strong competition from the Macintosh and IBM PCs.
5. Why is Apple investing $500 billion in the U.S.?
Apple is expanding its manufacturing and AI technology while possibly avoiding tariffs on foreign-made products.
