Steve Jobs main claim was that visual design and walling people into marriage of software + hardware as a package was important. And based on the loyalty, profits, he seemed to have focused on the right thing.
As quick as Apple could, they went away from the kit Apple I into expensive unique-looking systems. The Lisa being US$9,995 (equivalent to well over $30,000 in 2023)… NeXT was pretty much the same high-end vision.
Bill Gates bailing out Apple so there could be two main companies like Pepsi and Coke, I really don’t get why people don’t criticize that. Microsoft was ahead in the Smartphone area long before the iPhone, if they had not bailed out Apple…
essentially that is what mythology has been for humanity. Too bad now we just let advertising borrow the techniques without education the population how it works.