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Essay text:
From the first personal computer to the first GUI OS to the first point-and-click mouse, Apple has been on the leading edge in creating products that consumers love and can easily use. However, we must learn from the mistakes of the past. In the late 1980s and 1990s, we quickly lost our initial lead in the PC business to IBM and the OS war to Microsoft, despite a superior product. IBM accomplished this by licensing their product design to other clones, while Apple kept its product proprietary. We tried to maintain a higher price but our competitors soon caught up to us technologically and we could no longer charge a premium price...
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