Microsoft's success represented an aesthetic flaw in the way the universe worked. "The only problem with Microsoft is they just have no taste, they have absolutely no taste," he later said. "I don't mean that in a small way. I mean that in a big way, in the sense that they don't think of original ideas and they don't bring much culture into their product."116 The primary reason for Microsoft's success was that it was willing and eager to license its operating system to any hardware maker. Apple, by contrast, opted for an integrated approach. Its hardware came only with its software and vice versa. Jobs was an artist, a perfectionist, and thus a control freak who wanted to be in charge of the user experience from beginning to end. Apple's approach led to more beautiful products, a higher profit margin, and a more sublime user experience. Microsoft's approach led to a wider choice of hardware.
( Walter Isaacson )
[ The Innovators: How a Group of ]
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