Mr. Jobs castigated competitors, particularly Microsoft. Bill Gates’s company, which dwarfed Apple in power and wealth during the 1980s and 1990s, was not even described as second rate; it was deemed third-rate. Worse, it was not even trying.
“The only problem with Microsoft is they just have no taste,” Mr. Jobs said in a typical broadside. “They have absolutely no taste. And 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 products.”