Photo: The Originial iMac

By the mid 1990s, Apple was in trouble. It was losing money and market share. Apple computers were expensive compared to generic beige-box PCs, not by a little, but by a lot. Windows 95 made IBM-compatible PCs truly easy to use for the first time, making it increasingly difficult for consumers to understand why they should pay more for an Apple computer when they could get everything they wanted in a PC costing half as much. If there was a “Macintosh advantage” a succession of uninspiring corporate officers had been unable to get that message out, and Microsoft aggressively pushed their Windows operating system in the key home and office markets.

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