Agree the special Mac feel was real & quite nice. But Apple was lost in the 90s in all the important ways besides UX because their leadership didn't even unders

Agree the special Mac feel was real & quite nice. But Apple was lost in the 90s in all the important ways besides UX because their leadership didn't even understand the business. Product marketing: they offered dozens of ever-changing models which meant customers didn't have simple purchasing choices, they priced things horribly Engineering: they couldn't build OS foundations, they bet on the wrong architecture & techs repeatedly which meant they couldn't benefit from rapid drop in costs Strategy: they had a bunch of half-assed efforts (ahem A-UX) and didn't see where the market was going with hardware and failed to compete against PC clones R&D: they wound up investing in a ton of pie in the sky stuff that was way too early for market This type of work, as cool as it was, was them basically coasting off the investment they'd put into UX and computing frontiers in the 80s, like Hypercard which came out in 1987. Nobody else really invested in UX in the 80s so Apple wound up with a decade+ lead, a bunch of great UX talent, and a loyal fan base. But they were basically a UX house atop a zombie corp.