By now, we are all familiar with the story. Apple more or less invented the consumer PC category with an integrated, simple, easy-to-use solution (the Mac). Microsoft lifted the best qualities of it (Windows) and, using a different business model in which it licensed its OS to PC makers, quickly became the standard in the industry and relegated Mac to niche status. It was a classic battle of integrated solution v. platform technology. And platform won. [NOTE: Apple is now clawing back share, and is the profit leader, in the PC space. This is due to great designs, but more important are the halo effect of its mobile products and the strategic decision to improve compatability with PCs].