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In 1991, I read an article from Harvard Business Review, by Shmuel Halevi and Andrew S. Rappaport called "The Computerless Computer Company" (this article was a McKinsey Award Winner). Its ideas made me change my programming focus into MS-Windows based development. They prophesized: "By the end of the century, the most successful computer companies will be buying computers rather than building them. Defining how computers are used, not how they are built, will create real value". Later in the article, they explain how Apple could have done the same as IBM and licensed their OS, thereby becoming the mass market standard besides the quality standard. One thought - greed - prevented the company from seeing the mass-market idea. Conclusion: "The missed opportunity was vast. Put simply, Apple could have been Microsoft." p.73 ***** Small minds discuss about people; Middle minds talk about facts; Great minds dialog about Ideas *****