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Digital Wars, 2nd Edition by Charles Arthur

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Epilogue

The age of uncertainty

Steve Jobs was dead; that much was certain. But at the start of 2014, over two years after he had died, the certainties of the technology business seemed to be in upheaval.

In 1998, when Google became a company, the three companies – Microsoft, Apple and Google – had appeared to be on utterly different trajectories. Microsoft licensed software, but didn’t make hardware (apart from some dabbling with the Xbox games console), and didn’t offer services. Apple made computers and wrote the software to power them. It barely had an internet presence, and didn’t offer web services, though it had had an online store since 1997. Google was entirely online; but all it did was offer a search service where it aimed to direct ...

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