IBM was the alleged nemesis of Jobs and Apple in 1983 before the 1984 release of the first macintosh. Jobs referred to IBM as Big brother, and portrayed Apple as the thinking mans, little mans, or common mans computer. Apple is still the sole producer of the computers which run its software. As long as they do business this way they will never take Microsoft or Linux, and they know it. That's why they have specialized ads which attract their core audience - people who use their computers because they help them accomplish what they want to do, or people who like to feel smug about owning a computer. As a mac owner I've never understood the latter group.