Then, in 1998, I had the chance to talk with Steve Jobs after he'd come back and turned Apple around. I was there to help Telecom Italia try to do a deal with Apple, but after that business was completed I couldn't help asking a question. Steve, I said, this turnaround at Apple has been impressive. But everything we know about the personal-computer business says that Apple will always have a small niche position. The network externalities are just too strong to upset the de facto Wintel standard. So what are you trying to do? What's the longer-term strategy?

"McKinsey Quarterly interview," 2007