His genius move was turning Apple’s engineering talent to making sub-$1000 products that were not personal computers and therefore had profit margins comparable

His genius move was turning Apple’s engineering talent to making sub-$1000 products that were not personal computers and therefore had profit margins comparable to the Mac’s. PC manufacturers went with the strategy of “we used to be able to sell a machine with these features for $1000, and now that components are cheaper, we can sell it for $800”... and then they got into a price war that destroyed one another’s margins.