By Erez Reuveni
July 2004

Beneath the quaint veneer of dykes, windmills, and resplendent flowers, the Netherlands is a commercial and cultural power. With over 16 million people populating a country half the size of South Carolina, the Netherlands boasts a GDP per capita of $26,900 and burgeoning banking, electronics, shipping, and agricultural industries. The country's recorded history begins with its incorporation into the Roman Empire in 50 B.C. The country's modern history began with its independence during the 16th century, following the 30-years war. In less than a century, the Netherlands became both a maritime and commercial power, with colonies in present day Indonesia, South Africa, Antigua, Suriname, and New York. The expanding mercantile trade supported a golden age of cultural achievements, yielding the dozens of churches and Renaissance structures that crowd the cities and dot the countryside.

One of the most striking facts about the Netherlands is that over forty percent of the country lies below sea level. Much of the agricultural lands the Dutch cultivate once lay beneath the sea. In 1672, the Dutch, in one of the most unique defenses in military history, opened their dykes and flooded the country to prevent France's Louis XIV from invading the country. Over the years, the Dutch have reclaimed more land from the sea and in the 1950s initiated a massive land-reclamation and dyke-building project in response to a large flood.

The country's small size and location nestled north of Belgium and West of Germany hasn't provided the Dutch with protection from the vagaries of Europe's 2000 years of internecine warfare. The Dutch have witnessed countless armies march through their country on their way to war elsewhere or with the Dutch. Perhaps this history of witnessing wars perpetrated by larger countries - Germany, France, and Spain - has helped mold the Dutch peoples relaxed, liberal political identity. The combination of Calvinist manners stemming from the country's Protestant past, and post-modern liberality foster a culture of political tolerance and cultural understanding. Given the country's hardworking, educated populace and its historical ingenuity, it would seem fair to assume that Apple® would be a major player in the technology industry here.

But for Apple, the story is the same in the Netherlands as in most markets outside the United States. A devoted, but miniscule, user-base devoutly sings Apple's praises, while the business world and the general consumer favor cheaper PCs. Jack van Soest, secretary of the Netherlands' largest Apple User Group (AUG), attributes Apple's low market share to a lack of exposure. "Apple is present in niche markets like architecture, design, and some newspapers," says Soest. "But there aren't enough Apple Stores and/or dealers." Jan van Es, a designer and member of the Apple Club in Eindhoven, a city in the south of the country, agrees: "While Apple is a widely known brand, they barely advertise to the general public. And people who want to see a Mac before they buy one have to go to one of the major cities - Amsterdam, Rotterdam, Utrecht, the Hague. The exposure just isn't enough." Given the fact that many people like to use a computer before purchasing it, Apple's strategy seems counter-intuitive.