Earlier quoted context omitted.
“That said, I don't think the world would be in a better place had Apple chosen Be over NeXT.” Yes. Except that it wasn’t acquiring NeXTSTEP that saved Apple’s skin; it was acquiring Steven P Jobs. True, version 1 had been rough and flakey as hell, and honestly really didn’t work all that well. But Steve 2.0? Damn, that one could sell .
NeXTSTEP pretty directly evolved into iOS, though, so it was certainly a significant asset in the acquisition, too.
You may have the finest tech on the planet—and that means precisely squat. What counts is putting bums on seats. Your seats. And keeping them there. Limps of tech are just a vehicle for that; to be used, abused, chewed up, and/or discarded on the road(s) to that end.
Apple could have done better; they certainly did plenty worse (Copland, Taligent, the first Mac OS).
As it turned out, NeXTSTEP proved it was indeed “good enough” to fit a pressing need at the time; and the rest was just hammering till it looked lickable enough for consumers to bite. All it was needed was a salesman to shift it—and Steve 2.0 proved to be one of the greatest salesman in modern marketing history.
That’s what made the difference between selling a tech to a million dyed-in-the-wirewool nerds, and selling tech to a billion everyday consumers. And then up-selling all of those customers to completely new worlds of products and services invented just for the purpose.
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Want to created a whole new device? Hire Steve Wozniak.
Want to create a whole new world? Oh, but that is the real trick.
And Steve Jobs gave us the masterclass.
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Had Steve started Be and Jean-Louis built NeXT, we would still be in the exact same situation today, and the only difference would be chunks of BeOS as the iPhone’s bones instead. Funny old world, eh? :)