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+ 301 A lot of companies have chosen to downsize, and maybe that was the right thing for them. We chose a different path. Our belief was that if we kept putting great products in front of customers, they would continue to open their wallets. It wasn't that Microsoft was so brilliant or clever in copying the Mac, it's that the Mac was a sitting duck for 10 years. That's Apple's problem: Their differentiation evaporated. If I were running Apple, I would milk the Macintosh for all it's worth — and get busy on the next great thing— The PC wars are over. Done. Microsoft won a long time ago. Steve Jobs — Fortune. 1996