There was a time in the early days of [Mac] OS X (2001-2005) when the security situation was a nightmare with its competition, Windows XP. If perhaps Jobs had gone all out, at every opportunity, to sway those organizations besieged with Windows viruses, maybe things would have been different.

But even when faced with security calamities, the approach was not to change platforms. Instead, it was for Microsoft to fix the problems, and the company pretty much did that with Vista and Windows 7. For some very personal history on the opportunities Apple may have missed, see, for example, Could Apple have been even more successful?

The Bottom Line

Today, it seems like a simple matter to suggest that if only Apple tried harder, it could generate much more Mac revenue in business and government. But the fact is, Apple has morphed into a very successful consumer electronics company. Enterprise sales are sought and won daily, and NASA is a major Apple customer. But Apple is always following its own vision, advancing the state-of the-art briskly, and asking its enterprise customers to be on that ride with them.

Now, in the post-PC era, with drastic reductions in PC sales and most consumer and enterprise customers finding that the classic tablet, conceived by Apple in the iPad, meets their needs, Apple's forward-looking vision has been vindicated. Try as Microsoft might, the Surface tablets are not the future whereas Apple has significant iPad and iPhone penetration in the enterprise.

Before the iPhone and iPad, it was a rocky ride for Apple's Mac in the PC world. But the decision to race into the future with the iPhone and iPad looks to have paid off.


At the time of publication the author was long AAPL.

This article represents the opinion of a contributor and not necessarily that of TheStreet or its editorial staff.

John Martellaro was born at an early age and began writing about computers soon after that. He is a former U.S. Air Force officer and has worked for NASA, White Sands Missile Range, Lockheed Martin Astronautics, the Oak Ridge National Laboratory and Apple. At Apple he worked as a Senior Marketing Manager, a Federal Account Executive and a High Performance Computing manager. John is currently the Senior Editor for Analysis and Reviews at The Mac Observer. His interests include skiing, chess, science fiction and astronomy.

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