As Apple overtook Microsoft in market cap and as Steve Jobs reminisced about some recent history, I thought I’d reflect on some of the decisions that brought Apple to the pinnacle of technology companies. The criteria I used to select these is how improbable and hence courageous they were when taken and how much impact they have had on the industry. Since the impact of these decisions could not be felt for a long time, the courage required to act early is all the more remarkable.
At the time they were made, none of these decisions did anything to move the stock price or cause great rejoicing. In fact, in many cases the decisions were ridiculed by those who should know better. Yet each one became a massive pillar of the foundation of Apple as it is today. As you read through, think of the decisions that Apple competitors made or did not make in the same time frame.
Top 10 Apple technology decisions of the 2000 decade in reverse order: