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Apple's lost decade, HyperCard, and what might NOT have been if Apple then was like Apple is today

By | April 17, 2011, 7:35pm PDT

Summary: ZDNet’s 20th anniversary: 1991. Thinking about those days gives me a headache. Back then, I was all Apple, all the time. It was not necessarily a good thing.

Yes, boys and girls. Back in 1991, I was an Apple guy.

1991. Thinking about those days gives me a headache. Back then, I was all Apple, all the time. It was not necessarily a good thing.

I had two roles back then. I was the founder of Hyperpress, one of the first major add-on developers for Apple’s HyperCard. Today, that’d be like being one of the big iPad app developers or Facebook app developers. HyperCard was essentially the first app-building environment, and Hyperpress was one of the key players.

I was also the head of Apple’s Educator HomeCard project, where I had been given the somewhat unusual title of “Godfather”. This was a big project with a number of teams, all working together to essentially create a suite of apps for teachers — tools for managing grading, seating charts, various activities, and so forth.

The idea was Apple was going to distribute Educator HomeCard to schools everywhere, make it easier for teachers to teach and manage the day-to-day minutiae of teaching, and therefore make them want to use Macs to do it all.

At this point in our retrospective, it’s probably a good idea for me to explain HyperCard to you. HyperCard was introduced by Apple in 1987. It shipped for free on all Macs. HyperCard was difficult to explain then, and — to some degree — remains so today.

At its most simple, HyperCard was an interactive MacPaint, with buttons, fields, and scripting.

Written by Bill Atkinson, the guy who wrote the original MacPaint (the forerunner of all “paint” programs including Photoshop), HyperCard was used to build “stacks” of “cards”. Each card had buttons, graphics, and text on it, and you could move between cards to show different types of information.

Sound familiar?

If you substitute “page” for “card” and “site” for “stack”, you get surprisingly close to the modern-day Web site concept.

Except for, well, the network.

HyperCard didn’t know of networks. We didn’t have much of an Internet back then, and — of course — we also didn’t have a Web. Remember, this was the mid-1980s.

When HyperCard was released in 1987, the Mac was only three years old. It had been a tumultuous three years, with the most notable event being Steve Jobs leaving the company for his years in the NeXT wilderness.

By the time HyperCard came out in 1987, John Scully (formerly of Pepsi) was in charge of the company. The Macintosh II was the Apple color machine, and Apple was slowly losing its way. HyperCard was symptomatic of that loss of direction.

Because HyperCard was, at its core, a building environment, many managers within Apple didn’t know what to make of it. Although Apple had made its name by including the BASIC language with the old Apple II machines, by the time the mid-80s rolled around, the middle managers at Apple had pretty much forgotten that end-user development could be a big business driver.

Even so, HyperCard became part of the core Mac OS offering. It was shipped free with every Macintosh, and so Mac users across the world started building stacks using it. It was highly versatile, easy to modify, easy to learn, and reasonably robust. Schools used it, businesses used it, government agencies used it, and plain ol’ users used it.

The breadth of stacks was almost breathtaking. For example, while I ran the Educator HomeCard project building tools for teachers, the guys at Cyan used HyperCard to build the first version of a little program called Myst. Until The Sims unseated it, Myst was the best-selling PC game of all time — and it started as a HyperCard stack.

HyperCard stacks, distributed both on floppy disks and on the new-fangled technology called CD-ROM, made it possible to produce deep multimedia technology including things like encyclopedias, interactive medical charts, and even stacks that helped you understand bird anatomy.

Next: Apple had changed »

Topics

David Gewirtz, Distinguished Lecturer at CBS Interactive, is an author, U.S. policy advisor, and computer scientist. He is featured in The History Channel special The President's Book of Secrets.

Disclosure

David Gewirtz

At various times during his adult life, David has voted for both Democrats and Republicans, and has been disappointed by both. He is deeply disturbed by how partisanship has come before patriotism in America, which gives him the freedom to pick on both sides.

David is a frequent guest on TV and radio stations across America and can usually be heard or seen on-the-air at least once a week. He writes weekly commentary and analysis for CNN’s Anderson Cooper 360 and has been interviewed by Fox News, CNN, various ABC and NBC affiliates, and Canada’s Global TV. He has been a featured guest on National Public Radio and has also been featured on Voice of America, Radio Free Europe, and Radio Liberty where his commentaries on technology, industry, and emerging nations have been broadcast into 46 countries (all in their own unique translations).

David is the executive director of U.S. Strategic Perspective Institute, a nonprofit research and policy organization. He is the Cyberterrorism Advisor for the International Association for Counterterrorism & Security Professionals, a columnist for The Journal of Counterterrorism and Homeland Security and a special contributor to Frontline Security Magazine. He is a member of the FBI’s InfraGard program, the security partnership between the FBI and industry. David is also a member of the U.S. Naval Institute and the National Defense Industrial Association, the leading defense industry association promoting national security.

David is an advisory board member for the Technical Communications and Management Certificate program at the University of California, Berkeley extension. He is also a member of the instructional faculty at the University of California, Berkeley extension.

David’s “day job” is as publisher and editor-in-chief of ZATZ publishing, an online publisher of technical magazines. Other than than his ownership stake in Component Enterprises, Inc. (the parent company of ZATZ), David has no additional industry investments.

ZATZ has many advertisers who do, in part, provide for David’s lush income and extravagant lifestyle. Most of them are IBM and Lotus aftermarket suppliers, some of them make goodies for Microsoft Outlook, and a few make all sorts of strange mobile devices and add-on products. David has been a regular judge of the IBM Awards, but has no formal financial interest in or with IBM.

Because the ZATZ online magazines often review products, David and ZATZ are sent an overwhelming stream of unsolicited, silly, and often useless products to review. Because they’re such a pain to track and ship back, these products often wind up in a dumpster or fill up the corner of a large closet. Although David has no plans to review products in connection to his ZDNet blog, if he does do a product review, he will disclose any relationship completely in that posting.

Both through ZATZ and independently, David derives a small income through various advertising and sales relationships with Amazon.com and Google. These are minor relationships and they will not impede his willingness or ability to chastise either company should they deserve it.

David has many other business relationships, but none of them relate to anything he covers in his ZDNet blog. David does have a bit of the sales-guy bug and if he’s not doing a sales deal with someone at least once a month, he goes through withdrawal. He has a number of consulting clients, but none of them relate to anything he covers for ZDNet (and if they ever do, he will either disclose that fact, or decline to write about them).

Back in the 1980s, David held the unusual title of “Godfather” at Apple. He has written and published 40 incredibly simplistic applications for Apple’s iPhone.

Although David is forbidden to disclose the terms of his iPhone developer agreement, he isn’t drinking the Apple Kool Aid, will never be confused with a metrosexual, and feels free to mock Apple, and Apple users, any time the occasion permits, on alternate Tuesdays, or if he’s bored.

Biography

David Gewirtz

In addition to hosting the ZDNet Government and ZDNet DIY-IT blogs, CBS Interactive's Distinguished Lecturer David Gewirtz is an author, U.S. policy advisor, and computer scientist. He is featured in The History Channel special The President's Book of Secrets, is one of America's foremost cyber-security experts, and is a top expert on saving and creating jobs. He is also director of the U.S. Strategic Perspective Institute as well as the founder of ZATZ Publishing.

David is a member of FBI InfraGard, the Cyberwarfare Advisor for the International Association for Counterterrorism & Security Professionals, a columnist for The Journal of Counterterrorism and Homeland Security, and has been a regular CNN contributor, and a guest commentator for the Nieman Watchdog of the Nieman Foundation for Journalism at Harvard University. He is the author of Where Have All the Emails Gone?, the definitive study of email in the White House, as well as How To Save Jobs and The Flexible Enterprise, the classic book that served as a foundation for today's agile business movement.

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RE: Apple's lost decade, HyperCard, and what might NOT have been if Apple then was like Apple is today
jfreedle2@... 11th Jun
Apple indeed is big brother. There is no innovation at Apple, they rip it off from all other developers in the world.
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Oh please...
arackal 17th Apr 2011
"Without HyperCard, we might not have the World Wide Web..." ...um no.

DARPA, CERN et al would have created the web, one way or the other and lets not forget that the very first webpages were created on NeXT computers run by the "draconian" Steve Jobs.
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Also to note...
daftkey 20th Apr 2011
@arackal...

What we now know as Objective-C (and other programming lanuages that follow the same type of model) originated on the NeXT platform (there is a video of Steve Jobs demonstrating it on the NeXT platform when it first rolled out - and it is frighteningly familiar!)
@daftkey Well technically it was Brad Cox, but yes "made famous" by NeXT. Probably the real unsung hero of this is the NeXTSTEP framework, later called OpenStep, then Yellow Box, finally Cocoa. But Sir Tim had the idea for the Web, maybe inspired in part by NeXT's "Digital Librarian".
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Baa-zinga!
happyharry_z 20th Apr 2011
@arackal Nuf said.
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The hype of HyperCard
Voltus 21st Apr 2011
@arackal Without HyperCard there will be no HyperText Markup Language. Bwahahaha !!!
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Take a look at phone pre 2007....
Bruizer 17th Apr 2011
And look at them now. Then consider your closing statement:

"maybe the great innovations that Apple used to inspire will have room again to breathe free, break free, and create lasting change."
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Clickbait Article Trolling
arackal 17th Apr 2011
@Bruizer Exactly

"...you have to wonder whether a Jobs-less Apple would be better or worse for the world at large..." Clickbait trolling at its finest.

Without Apple you would not have had Android - at least the one that copied the touch interface and conventions of iOS. Android was a Blackberry clone till Jobs and Apple pointed the way for everyone.

Without Jobs, you wouldn't have had the iPad, which nearly every phone and PC maker is trying to mimic and which is clearly being adopted en masse by millions of people.

Without Jobs we ended up with years of Microsoft "innovation" and only now with Jobs back has there been a crack in the Microsoft monopoly. Jobs has clearly forced MSFT to up its game which is why we got Windows 7 which is the first decent MS OS ever in my opinion and Windows 8 will be even better.

Jobs is the one the popularized the modern GUI which everybody uses now in computing and it is the Apple version - not the Xerox Parc one - that started it. Steve Jobs has almost been singularly responsible for mass adoption of much of what is considered standard in computing technology.

Without Jobs we would have been left to IBM and the Microsoft for "innovation".

This is a stupid and ridiculous article.
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Who would have thought it? Nice bit of history, David.

Personally, I started using HyperCard on my Amiga 1000. Yup, you read that right. At the time, a Canadian company made a Mac hardware/software emulator that transformed the Amiga into a color based Mac. (The kicker was the requirement that this product needed official Apple ROM chips to work .. which were technically illegal to own outside of an Apple product .. but, well, I used them. Grin. Sort of like "jail breaking my Amiga" in a way.) The cool thing about that emulator was that it ran the Apple OS and Apple based software much faster on the Amiga than native Apple hardware at the time.

Be that as it may, I sort of have you to thank indirectly for my HyperCard based history. So, thank you, David, twenty years later.

BTW, we both seem to have moved on from our "first love" so to speak. I moved on from my beloved Amiga platform and you moved on from your Apple roots. Interesting world.
@kenosha7777

I remember that emulator. A buddy had it working. Yeah, it is an interesting world, isn't it. On one hand, back at the time, I was sure Apple missed the point essentially de-listing HyperCard. But that one product inspired so many people, that it really served its purpose for its time.

Architecturally, I don't think it could have evolved as the foundation for a modern day Web browser, but it had almost all the critical components.

I just wish Apple would allow end-user coding environments to live on an iPad. Can you imagine what people could build if they were allowed to?

Honestly, part of why I'm so tough on Apple today is I know what they could inspire. Sure, they sell a lot of goods, but so did Pepsi. And sure, the App store is inspiring a lot of developers. But there's something missing when you can't code what you hold.

I wish that for Apple and Apple users. So, yeah, I was once all Apple, all the time. Who woulda thunk it. Back then, I didn't even have a Windows PC (I think I got my first Win 3.1 machine in 92 or 93).
@David Gewirtz they will build it, it will just be on android
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Ironically...
m0o0o0o0o 18th Apr 2011
One of HC's grandchildren, a product from RunRev called LiveCode, is one of the (if not the) only third-party development tools approved for the production of iOS apps.
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Why is that ironic?
RationalGuy 20th Apr 2011
@m0o0o0o0o

???
Interesting blog! As an "aging" developer, I relate to what the author exposes in his write-up. I do agree that it would be easy for Apple to enable application design on the iPad directly. Hypercard may not be the appropriate technology today, but the idea is quite appropriate. I'm still wondering why Apple won't allow that "application development for all" approach (Android is going in that direction). But if Apple should change their mind, they have all the technology they need (in house) to do it fast.
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@Eleutherios.. "I'm still wondering why Apple won't allow that "application development for all" approach (Android is going in that direction). But if Apple should change their mind, they have all the technology they need (in house) to do it fast. "

Apple has definitely learned from Microsoft as far as the "Wait and see" business model goes. You are absolutely correct - Apple *can* allow development on their platform, and they could do so with the flip of the switch.. They just need to be convinced that they will lose market share if they don't.

You can bet that if allowing this on Android causes their market share to spike, Apple will find a way to "gracefully" allow self-development.
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Still Using Hypercard!
jcartan 18th Apr 2011
Nice history lesson. ?We should have more of that.

There are a few codgers here and there who STILL use Hypercard - I know because I'm one of them. ?As a design architect at Oracle I sometimes need to quickly convey interactive animations or diagramatic maps driven by somewhat unusual algorithms, algorithms that then have to be explained to our developers. ?I've tried many different tools and programming languages - including several Hypercard immitators - but for me nothing works as well as Hypercard itself.

To pull this off, I keep an old iBook whose sole purpose is to run Hypercard. ?Hypertalk scripts are so clear and English-like I can almost pass them along without additional comments - not true of Applescript or Javascript, by the way. ?I then have to explain Hypercard to developers who weren't even born when it was invented.

I understand why Jobs has resisted third-party middleware on iOS, and disageee that Apple no longer fosters innovation. ?I am writing this on an iPad and now spend most of my time developing enterprise iPad apps, a whole new paradigm shift still in its infancy. ?But I do wish that Hypercard could rise again somehow. ?It's the closest I've ever come to imagining out loud.
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Imagine...
thombone Updated - 18th Apr 2011
Imagine if, back in the Apple ][ days, anyone that wrote a program had to send it into Apple for approval before they could even run it on their own machines. Or had to have Apple's approval to even give it away to others, sell or even distribute it.

Ridiculous, huh?

Welcome to the draconian world of iOS and the "new" Apple.
@thombone

That would be ridiculous but your analogy doesn't quite hold up to logic.

Now, had you stated that a prior Apple Corporate approval was needed for mass distribution of a person's personal Apple ][ coded program over an Apple financed distribution organization, than, yup, that would have been right on.

But I would have failed to see the ridiculous reasoning behind such a move.

BTW, a person only needs to download the Xcode 4 software before he or she can write their own programs and then, quite easily, install them on their own iPad for personal use.
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My logic is fine, thank you very much.
thombone Updated - 18th Apr 2011
@kenosha7777 Sure, they can do that. but they can't distribute them.

The thing is, Apple won't even ALLOW any distribution outside of their walled garden. That's disgusting.

Developers can easily be denied access to the distribution chain controlled completely by Apple, the only distribution choice that they have no less, because Apple has it completely locked up and demands the right of approval, giving developers no choice. That IS what I am saying.

If Apple doesn't like your program for ANY reason, they can (and often do) forbid you from even releasing it.

That is SCREWED UP.

And now, companies whose business is content must pay Apple a 30% tax just to release it, regardless of whether it's using Apple's "bandwidth" or not. Otherwise, they are banned from doing business with end-users on that platform.

That is even MORE screwed up.

iOS is today's version of AOL. A completely draconian walled garden controlled by one company that caters to what looks to me like the same demographic that AOL did back in the day. Except, Apple is even worse. They don't even allow a gateway to the "rest of the world" which at least AOL did.

Back then we had Steve Case to deal with. Now it's Steve Jobs. What's with these Steves, I have to wonder? ;)

I refuse to buy any hardware that I can't own outright and do with as I please. I certainly will not waste my time developing for a platform where, on a whim, my program can be locked out of distribution for any reason.

Apple got to where they were because they were the only real choice for awhile in the mobile "smartphone" and "tablet" spaces. But now, we have some competition and it's maturing and growing FAST. I say GOOD. Sure, the competition has issues, but they are being worked out at a rapid pace, and eventually (numbers don't lie), I see Apple, unless they iOpen up a little, ending up right back where it was before all of this mobile stuff: a niche player catering to fanboys.

I can also see, eventually, Apple being declared a monopoly and being forced to open their platform more. After all, their platform does rest on open source kernels, etc. It can be argued that while they may own the middleware (and even that is debatable since we can't see the source), they certainly do not own the kernel.

Apple isn't playing fair, and I cannot wait until they get called on it.

What's next, is Apple going to block all direct installs on future versions of OSX and force people to buy their software from the iTunes store? Don't think it can't happen.

It's a shame, too, because back in the day, I, too, championed Apple. I cut my teeth on an Apple ][ and I still have it. Hacking away at that machine was an amazing experience. Apple championed freedom. Now they have gone against everything they have ever stood for back then.

I have nothing but respect for the OP for writing this article. He makes amazing points and it takes real stones nowadays to even write such an article. Props to him!

I'm actually shocked to see an editorial like this on ZDnet. It's a diamond in the rough, that's for sure.

Don't think that it can't happen? Think Apple is untouchable? Tell that to Myspace. They thought that they were untouchable, too.
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One more thing, please...
thombone Updated - 18th Apr 2011
What I wouldn't give to have the old Apple back in terms of their openness. They are the company that got me excited about computers in the first place. They really changed the world and demonstrated the possibilities that could be had with the freedom of technology. So many cool things were done with the Apple ][ that nobody envisioned. I hope, really hope that Apple can remember where it came from and not continue to go down this road. Otherwise, I believe that Android, etc. are eventually going to eat them alive.
@thombone

If you don't like Apple's approach don't buy their products. Its just that simple. There are other platforms out there for you.

Many people prefer their approach to controlled distribution. Most users don't care about open vs. closed. They want an easy to use product and ecosystem that suits their needs. Apple provides that. Are there some who get left out? Of course, but overall it works great for the majority.

The thing I find so humorous about those like you who rail on Apple for not allowing choice are just as guilty. The Apple way is a choice. People can choose that platform or another. If Apple opened up and made it a free for all as you suggest, then those who prefer the walled garden ecosystem, no longer have that choice.
@thombone Nice points. Apple is making too much money from their app store currently to consider being open. That's also the real reason behind why they don't allow Flash on iOS. If Flash was allowed, people could just develop apps on it and bypass the app store altogether.

Steve Jobs has done a great job making Apple a lot of money, but there has definitely been some downside to that profit with their walled garden. Android will win out just like Windows won out in the 90s if Apple stays closed.
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If that's what some users choose.

If you don't like what they have to offer, you can always go somewhere else. The alternative would be to let anybody and everybody build whatever they want to for iOS and then you would run into the same typical security and quality control issues that you face in a windoze environment.

If Flash was allowed, people could just develop apps on it and bypass the app store altogether.

That statement is absolutely ridiculous. Had they allowed Flash on iOS, battery times would be drastically cut and and it would be a large conduit for malware to infect the machines. Who needs that crap.

There's no conspiracy here. It's all up front and you know about it ahead of time before you buy. Stick with Android if you don't like it.
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@LTV10 If Apple was so concerned about malware and battery life, then why do they allow Flash on OSX? The same issues that you pointed out for iOS also would apply to Macbooks.
Very much an Apple devote, and writing from a personal computer slant, but to say that Apple was the first major platform to change architectures is just plain wrong. Digital moved the OpenVMS operating System from VAX to Alpha in the early 90's. OpenVMS being the platform that virtually defined mid-range computing at the time and had 30% of the office automation market.
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While true, I think his point was...
thombone Updated - 18th Apr 2011
@siobhanellis@... He was speaking about personal computers from what I can see. OpenVMS ran on mainframes.
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Oh and...
thombone 18th Apr 2011
I wish things were different. What I would not give for Apple to be the Apple that made me get into computers in the first place.
Hypercard was also advertised as some kind of database, but really all it was was what we now know as Powerpoint, a presentation medium. Sure, Powerpoint doen't have the quasi spreadsheet stuff that Hypercard could do if pushed to its limits, but it does the stuff most people need.

The only apps I ever saw for Hypercard were almost all "Educational" and pretty lame at that.
RIP Hypercard, you won't be missed.
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Hypercard was very versitile
MattGertz 20th Apr 2011
Nice article, and a nice walk down memory lane. I discovered Hypercard while on my second internship at Schlumberger CAD/CAM back in 1989 -- the fundamentals of its operation were explained to me, and then I used it to write the documentation for our visual CAD programming package (we had a Mac version we were developing, back when Macs were making some inroads into enterprise, something that also never got a lot of follow-up by Apple for the nest decade). With its scripting and support for graphics, I could actually "demonstrate" what the different commands would do to a CAD diagram. I was a big Apple fan afterwards, and most of my casual programming (well, OK, scripting) was Hypercard as soon as I could afford to buy my own Mac (a Centris 650). I was really bummed when Hypercard got booted from the bare-bones system, as there wasn't really anything to replace it at the time that I could afford.
"I have to wonder whether he?s been squelching a broader-based level of innovation for the selfish benefit of Apple and Apple shareholders."

Don't wonder -- he is. But that is not selfish. The POINT of every for-profit company is to maximize shareholder wealth. That includes even Apple.

By the way, somehow over 300,000 apps have been written for the iOS platform, despite Job's attempts at "squelching change and innovation." That's more, by the way, than are currently for sale to consumers for any platform, including the Windows PC.
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asdasda
maoim 11th May 2011
They are so nice
Please open the web site: yessoso com
Apple indeed is big brother. There is no innovation at Apple, they rip it off from all other developers in the world.

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