An apparatus and method for increasing operational life and performance of an arc tube or lamp. The method includes operating the arc tube and applying steps to encourage isothermal conditions around the arc tube. In one embodiment of the method, the arc tube (12) is rotated (40/41) during operation. Another embodiment includes directing air (32/34/26) onto the operating arc tube (12). An exemplary embodiment relates to a substantially high wattage HID unjacketed double ended arc lamp (12) operated in a substantially horizontal position, but the invention is not limited to the same.