In a remarkable turn of events that highlights the complex relationship between collectors and tech giants, an entrepreneurial Apple enthusiast named Bob Cook found himself at the center of a corporate controversy. After purchasing 7,000 Apple Lisa computers with intentions to refurbish and resell them, Cook witnessed his investment literally crushed when Apple unexpectedly reclaimed and destroyed the entire inventory.
The rise and fall of Apple’s Lisa computer
The Apple Lisa, launched in 1983, represented a pioneering moment in computing history despite its commercial failure. This innovative machine featured a graphical user interface and mouse functionality that was revolutionary for its time. However, the Lisa faced significant challenges that hindered its success in the marketplace.
Technical issues plagued the Lisa from the start. Its compact design led to frequent overheating problems that caused system crashes. Additionally, the computer carried an astronomical price tag of $9,995 (equivalent to approximately $30,000 today), placing it far beyond the reach of average consumers.
Meanwhile, IBM’s PC 5150 powered by Intel’s 8088 processor was gaining traction, establishing itself as the foundation for modern computing. Apple quickly recognized the Lisa’s shortcomings and pivoted to develop the Macintosh in 1984, which would eventually become their flagship product.
This shift left Apple with a dilemma: what to do with thousands of unsold Lisa computers filling their warehouses? This excess inventory created an opportunity for enterprising individuals like Bob Cook.
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Bob Cook’s ambitious restoration project
As the founder of Sun Remarketing, Bob Cook specialized in salvaging and revitalizing unsold computer hardware. He had previously established a working relationship with Apple through his successful acquisition and refurbishment of thousands of Apple III computers, another model that had underperformed commercially.
Cook’s business model was straightforward:
- Purchase discontinued hardware at reduced prices
- Repair and improve technical specifications
- Resell refurbished units to specialized markets
- Create value from what others considered obsolete technology
Seeing potential in the Lisa computers, Cook negotiated a deal with Apple to acquire approximately 7,000 units. The agreement even permitted him to make technical modifications to address the original design flaws. Sun Remarketing invested roughly $200,000 in research and development to create an enhanced version called the “Lisa Professional.”
This arrangement initially appeared beneficial for both parties—Cook would resurrect these abandoned machines while Apple cleared valuable warehouse space. However, the partnership would soon take an unexpected and dramatic turn.
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Apple’s shocking decision and environmental contradictions
In September 1989, without warning or clear explanation, Apple demanded the return of all Lisa computers in Cook’s possession. Facing Apple’s immense legal resources, Cook had little choice but to comply with this sudden reversal.
| Timeline | Event |
|---|---|
| 1983 | Apple releases the Lisa computer |
| 1984 | Apple shifts focus to Macintosh development |
| Late 1980s | Bob Cook acquires 7,000 Lisa computers |
| September 1989 | Apple demands return of all units |
| Fall 1989 | All 7,000 computers destroyed in Utah landfill |
Within weeks, Apple dispatched trucks to Sun Remarketing’s warehouse, where all 7,000 computers were loaded and transported to a landfill in Logan, Utah. There, the entire collection was systematically crushed and buried, eliminating any chance of their return to the market.
While Apple never officially explained this drastic action, industry analysts speculate that image concerns drove the decision. The company likely worried that modified, previously defective machines circulating in the marketplace could damage their reputation for quality and innovation.
This incident remained largely unknown until recently revealed in a documentary titled “Lisa: Steve Jobs’ Sabotage and Apple’s Secret Burial” by The Verge. The story presents a striking contrast to Apple’s current environmental positioning, where products like the Mac mini M4 are marketed as carbon neutral and manufactured with 100% recycled aluminum.
The saga of Bob Cook’s failed Lisa restoration project reveals how corporate priorities have evolved over time. It demonstrates the tension between entrepreneurial vision and corporate control while highlighting how Apple’s approach to environmental responsibility has transformed dramatically since their decision to bury thousands of functional computers in a Utah landfill.
