This August marks the tenth anniversary of Macworld Boston 1997, AKA "The Return of Steve Jobs." You can see the video of his speech here:
http://www.youtube.com/watch?v=PEHNrqPkefI
At the 23 minute mark, he says something very interesting. He says that when he returned to Apple and examined the state of the company, he uncovered two core assets: the Apple brand name, and the MacOS software. Looking back over the last ten years, it is striking how well Apple has executed on leveraging those assets. They have leveraged the Apple brand into markets previously considered tangential to personal computing, and they have continued to invest heavily into creating and maintaining the best personal computer operating system available.
Also notice at the 27 minute mark, when he announces the infamous Microsoft "partnership", how he is carefully conciliatory and diplomatic towards Microsoft. Certainly, that didn't last. Probably, with Apple on the brink of ruin, Jobs wanted the option of increased cooperation on the table, but it turns out they didn't need it. Now, they obviously feel very confident and comfortable in making fun of Microsoft.
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