Imagine you’ve stumbled upon thousands of rare computers, overlooked by time yet still fully functional. What would you do? Bob Cook, a savvy Apple enthusiast and businessman, took a chance on this very scenario. He purchased 7,000 units of the Apple Lisa, a now-obscure model that had once been a failure for Apple, with plans to restore and resell them. But in a shocking twist, Apple decided to intervene, leading to the complete destruction of these rare machines. So, what happened?
The Apple Lisa: A Costly Failure for Apple
In 1983, Apple introduced the Lisa, an ambitious computer equipped with a graphical user interface and a mouse—features that were ahead of their time. Unfortunately, the Lisa’s debut was anything but successful. Despite its groundbreaking design, the machine had significant technical issues, including overheating problems due to its compact design, which led to frequent crashes. Moreover, its hefty price tag of $9,995 (around $30,000 in today’s dollars) made it inaccessible to most consumers. During this time, IBM’s PC 5150, powered by the Intel 8088 processor, began to set the stage for modern computing, leaving the Lisa in its shadow.
The failure of the Lisa prompted Apple to pivot quickly. By 1984, the company had shifted its focus to the Macintosh, a more refined product that would eventually dominate the market. But the question remained: what should Apple do with the thousands of Lisa units still clogging up their warehouses?
Bob Cook: The Man Who Tried to Save the Apple Lisa
Enter Bob Cook, a dedicated Apple reseller and founder of Sun Remarketing. Specializing in recovering unsold hardware, Cook had already purchased thousands of the Apple III, another failed Apple model. By negotiating agreements with Apple, Cook could buy these discarded units at a low cost, repair them, and resell them.
Seeing an opportunity with the Lisa, Cook acquired up to 7,000 units. Apple even allowed him to make modifications to the defective models to improve their performance. Cook’s company invested a significant amount—$200,000—into research and development to create a revamped version called the “Lisa Professional.” It seemed like a win-win: Cook would breathe new life into these discarded computers, and Apple would rid itself of the unsold inventory.
But just when it seemed like the project was gaining momentum, Apple suddenly changed its course.
Apple’s U-Turn: Thousands of Computers Seized and Destroyed
In September 1989, Apple made a surprising decision: it demanded the return of the computers. No public explanation was provided, and Cook, facing the immense legal power of Apple, was left with little choice but to comply. A few weeks later, a truck sent by Apple arrived at the Sun Remarketing warehouse. The employees loaded up all 7,000 units—none were left behind. The destination? A landfill in Logan, Utah, where the computers were crushed and buried.
A Forgotten Chapter in Apple’s History
Why did Apple take such a drastic step? While the company never provided a clear explanation, several theories have emerged. Apple was likely concerned about its image and didn’t want modified, defective machines circulating in the market. The company has always maintained strict control over its ecosystem, and selling “refurbished” units modified by third parties went against this philosophy.
This bizarre episode remained largely unknown until it was revealed in the documentary, Lisa: Steve Jobs’ Sabotage and Apple’s Secret Burial by The Verge. It offers a fascinating glimpse into a time when the handling of unsold inventory sometimes led to extreme, almost ruthless decisions.
The Irony of Apple’s Environmental Shift
Ironically, the company that once buried thousands of computers now promotes itself as a leader in environmental responsibility. Its latest products, like the Mac mini M4, are advertised as carbon neutral, using 100% recycled aluminum. This is certainly a commendable initiative—yet it stands in stark contrast to the thousands of Apple Lisa computers that were once discarded, crushed, and forgotten beneath the earth.
It’s a reminder of how far Apple has come, and how its legacy is as much about transformation as it is about the mistakes it has left behind.
