Remember the good ol’ days when Apple was an underdog fighting the Wintel hegemony? OK, they weren’t necessarily “good,” but they were fun. It’s good to have an enemy, after all. That’s what Steve Jobs believed, as noted by a wonderful account from Ken Segall about why Macs have never had “Intel Inside” branding on them. In Apple’s early days, Steve Jobs made IBM the enemy. As Mr. Segall put it, the massive success of Intel’s own “Intel Inside” ad campaign made it easy for Apple of the late 1990s to make the entire PC platform the enemy. Having that enemy keeps employees and fans alike focused on the company and the platform (in this case), a dream scenario for the company. Steve Jobs was an expert at stoking those fires, and then reversing course and embracing the enemy as a long lost—and necessary—friend. If you love Apple lore, go read this story ASAP. It’s terrific.
Check It Out: That Time Steve Jobs Said It’s Good to Have an Enemy