A plethora of products are listed on Apple’s updated website, but those who have not followed the technology giant’s plans since its inception likely have little to no idea that the company also entered the laser printer market, with the first iteration called LaserWriter. It combined Adobe’s PostScript technology, allowing the printer to push out detailed and readable text and visuals. Unfortunately, it launched at a price that only a handful of customers could fathom, and we take a look back at 40 years since Apple dived into this category, hoping to make a difference.
The LaserWriter ran for years before it was discontinued in 1988, its $6,995 price was a tough pill to swallow, but it had one feature that made it easier for customers to absorb the cost
Announced on January 23, 1985, Apple’s LaserWriter was unveiled, and at the same time, its competitor, Aldus, showcased the PageMaker. Shipments commenced on March 1, with a retail price that only a few dared to undertake as it was stamped with a $6,995 tag. Compared to HP’s offerings, the laser printer was significantly more expensive, but it had one feature that helped its proposition and even potentially reduced its price if more than one buyer pitched in to purchase a single LaserWriter.
The printer supported AppleTalk, which allowed it to be shared with as many as sixteen Macintosh computers. Assuming all 16 customers wanted to chip in an equal amount, the LaserWriter would only cost $450 per person, making it significantly more affordable than other competitors. Combining software like PostScript, PageMaker, Macintosh’s GUI, and the aforementioned AppleTalk, LaserWriter could create professional-grade printouts, which allowed the publishing market to obtain a tremendous boost.
Now, the technology that was once just available to those massive publishing firms was accessible to sole business owners and independent artists. For those who still believe that the LaserWriter’s high price would have pushed away the majority of customers, adjusted for inflation, the same printer would cost approximately $20,450 in 2024. It is also important to note that the LaserWriter featured the Motorola 68000 CPU, which is the same processor used in Apple’s Macintosh, but it ran at a higher speed than the latter, meaning that the LaserWriter flaunted the most powerful chip from the company’s product range.
The introduction of the LaserWriter allowed Apple to launch a series of printers, such as the more premium LaserWriter Pro series and the more affordable Personal LaserWriter. Unfortunately, as HP and other competitors kept churning out more price-competitive products, it was difficult for Apple to match those figures, and when Steve Jobs returned to the company in 1997, all printers were discontinued. Looking back, we have realized that the printer market might not have been an exciting category, and with so much competition, Apple would likely not have fared any better today, either.
About the author: Omar Sohail is a reporter and analyst for Wccftech's mobile section, specializing in the technology and business of the mobile industry. His expertise lies in the intricate hardware supply chain, covering developments in semiconductor manufacturing, chip lithography, and camera sensor technology.
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