In 1989, Apple orchestrated the mass destruction of 7,000 Apple Lisa computers, burying a crucial but overlooked chapter of its history. The Lisa, a machine that was ahead of its time, could have been given a second life thanks to Bob Cook, a determined reseller who saw potential in the forgotten computers.
But Apple had other plans. In a dramatic and unexplained reversal, the company reclaimed the machines—only to destroy them completely. What led to this decision? This is the story of one of the most puzzling episodes in Apple’s history.
Apple Lisa, a Groundbreaking Computer Doomed by Failure
In 1983, Apple introduced the Lisa, one of the first computers to feature a graphical user interface and a mouse. Despite its technological innovation, the Lisa was plagued by several major flaws. The compact design, imposed by Steve Jobs, led to overheating issues and frequent crashes.
Its exorbitant price of $9,995 at launch (equivalent to nearly $30,000 today) made it inaccessible to most consumers. Meanwhile, IBM was dominating the market with its PC 5150, a more affordable and reliable alternative that set the foundation for modern computing.
The Lisa’s commercial failure forced Apple to shift its focus to the Macintosh, which debuted in 1984 with a more refined design and a massive marketing push. But one major problem remained: what would happen to the thousands of unsold Apple Lisa units gathering dust in warehouses?
Bob Cook, the Man Who Tried to Save the Lisa
This is where Bob Cook entered the picture. As the founder of Sun Remarketing, he specialized in acquiring unsold tech inventory and had previously saved 3,500 Apple III computers, another of Apple’s commercial failures.
Recognizing an opportunity, Cook struck a deal with Apple to purchase up to 7,000 Apple Lisa units at a discount. His plan was to repair, upgrade, and resell them.
To make the project viable, Sun Remarketing invested $200,000 in research and development, creating an improved version called the Lisa Professional.
As the modified units started selling, it seemed like these forgotten computers had a chance at a new life. But just as the initiative was gaining momentum, Apple abruptly changed its stance.
Apple Reclaims the Computers… Only to Destroy Them
In September 1989, Apple suddenly demanded the immediate return of all the remaining Apple Lisa units. No official explanation was given, but Cook had no choice but to comply.
A few weeks later, an Apple-arranged truck arrived at Sun Remarketing’s warehouse. Every single Lisa computer was loaded onto the vehicle and transported to a landfill in Logan, Utah. There, the machines were crushed and buried, permanently erasing them from existence.
Apple never publicly explained this decision, leading to speculation and theories about why the company would go to such lengths to wipe out its own product.
Why Did Apple Want to Erase the Lisa from History?
Several theories attempt to explain Apple’s drastic action. Some believe the company was protecting its brand image, fearing that modified, second-hand Lisas could damage its reputation if they failed.
Others suggest Apple was reinforcing its closed ecosystem philosophy, ensuring that all its products remained under corporate control.
Another possibility is that Steve Jobs, who had a complicated relationship with the Lisa, wanted to eliminate any trace of the project after returning to Apple.
An Ironic Contrast to Apple’s Modern Environmental Commitments
Today, Apple promotes eco-friendly policies and sustainability, with new products designed to minimize their environmental impact. The latest Mac mini M4, for example, is marketed as carbon-neutral, made from 100% recycled aluminum.
But this environmentally conscious stance stands in stark contrast to what happened over thirty years ago, when thousands of perfectly functional computers were deliberately destroyed.
The Lisa, once hailed as a revolutionary step forward, remains buried—both literally and figuratively—one of Apple’s most mysterious and controversial decisions.
