Chapter 3The Ecosystem of ValuePrinciple Three: Synergy captures customers.
In 1999, Apple Computer had fallen on such hard times that its share of the global personal computer market had dwindled to below 3 percent.1 Top executives at rival companies had publicly declared Apple all but dead. Software developers had grown reluctant to write versions of their applications for Apple's Macintosh operating system because Apple offered them so few potential customers. Ironically, it was rejection by one such software maker that put Apple on the path to becoming the world's most valuable company.
At the time, the digital graphics company Adobe sold a popular video-editing software program called Adobe Premiere. When Apple founder and CEO Steve Jobs ...
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