Partner with the enemy
Can you imagine Pepsi and Coca-Cola getting together? Or Verizon and AT&T? That’s how strange it was when Apple and Microsoft announced their partnership at the 1997 Macworld Expo.
After 12 years of financial loss, Jobs needed to get Apple money, and quickly. So he turned to Bill Gates, who made a $150 million investment in Apple.
“The era of competition between Apple and Microsoft is over as far as I’m concerned,” Jobs announced. “This is about getting Apple healthy, this is about Apple being able to make incredibly great contributions to the industry and to prosper again.”