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MICROSOFT GETTING A SLICE OF APPLE.


Byline: John Markoff
This article is about the writer. For the professor of sociology and history, see John Markoff (professor).
John Markoff (born October 24, 1949) is a journalist best known for his work at the The New York Times
 The New York New York, state, United States
New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of
 Times

In a stunning alliance that could alter the map of the computer industry and help ensure the survival of Apple Computer Inc., the company announced a financial and business partnership Wednesday with its archrival arch·ri·val  
n.
A principal rival.
, Microsoft Corp.

Microsoft, whose personal computer operating system operating system (OS)

Software that controls the operation of a computer, directs the input and output of data, keeps track of files, and controls the processing of computer programs.
 software has long been the dominant alternative to Apple's Macintosh software This list of Macintosh software reveals prominent Mac OS computer programs. Since the library of Mac OS programs is unmanageable, this list is confined to those programs for which a Wikipedia article exists. , agreed Wednesday to invest $150 million for a nonvoting minority stake in Apple. The companies - whose advocates in the PC industry and user communities are divided into almost cultlike camps - also agreed to cooperate on several sales and technology fronts.

Some of the Macintosh faithful felt so betrayed that they booed and catcalled when Apple's co-founder and acting leader, Steve Jobs Steve Jobs - Stephen Jobs , announced the Microsoft deal at the MacWorld trade show in Boston.

And yet, as both companies explained the deal and as Apple announced a new board with members from other key companies, the day's developments made clear how interdependent many parts of the computer industry have become.

In the long run, Microsoft might have conceivably benefited from the demise of Apple if it meant that the one of every 10 PC users who employ Macintosh computers finally capitulated and adopted Microsoft's Windows operating system.

But in the nearer term, which is what Wednesday's deal emphasized, Microsoft cannot afford to let Apple die. Even while Microsoft's Windows over the years has relegated Apple's Macintosh software to a niche market A niche market also known as a target market is a focused, targetable portion (subset) of a market sector.

By definition, then, a business that focuses on a niche market is addressing a need for a product or service that is not being addressed by mainstream providers.
, Microsoft is also the largest seller of word processing, spreadsheet and other programs for Macintosh computers. The Macintosh market, in other words Adv. 1. in other words - otherwise stated; "in other words, we are broke"
put differently
, is too big for Microsoft to lose.

And many other companies have an interest in Apple remaining in business because it represents an alternative to the Microsoft monolith - even if part of the help comes from Microsoft itself.

``Apple is important, and this is good for the computer industry,'' said Eric Schmidt, chairman and chief executive of Novell Corp., which sells the leading brand of software for business computer networks but is facing increasing pressure from Microsoft.

And in perhaps the day's most striking strange-bedfellows example, Apple announced a new board that included Larry Ellison, chairman of the database software company Oracle, who is a personal rival and public critic of Microsoft's chief executive, Bill Gates.

But Ellison is also a friend of Jobs. And Jobs, who did not clinch the deal with Microsoft until 11 p.m. PST PST Paroxysmal supraventricular tachycardia, see there  Tuesday, just hours before going on stage in Boston to announce it, structured the agreement in a way that gives Apple continued autonomy as it tries to recover from a plunging market share and $1.7 billion in losses over the last seven quarters.

As a giant video screen beamed in the live image of Gates from Microsoft's headquarters in Redmond, Wash., Jobs chided those in the audience who responded with catcalls cat·call  
n.
A harsh or shrill call or whistle expressing derision or disapproval.

v. cat·called, cat·call·ing, cat·calls

v.tr.
To express derision or disapproval of with catcalls.

v.
 while explaining the Microsoft deal.

``We want to let go of this notion that for Apple to win, Microsoft has to lose,'' Jobs said. ``We better treat Microsoft with a little gratitude.''

For Apple, there would seem to be little to lose by cooperating with Microsoft as long as Apple remains autonomous. And antitrust experts predicted the government would have no problems with the deal because it gives Microsoft only a small stake in Apple and no voice in the boardroom.
COPYRIGHT 1997 Daily News
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1997, Gale Group. All rights reserved. Gale Group is a Thomson Corporation Company.

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Publication:Daily News (Los Angeles, CA)
Date:Aug 7, 1997
Words:553
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