/ burning rivalry between Mac and PC rivalry history of technology creative commercials Windows PC OSX Macintosh grasp of the finer details Professor Tom Rodden computer systems physical hardware OS operating system applications windowing system user directly interacts user interface Macintosh computer historically Microsoft software company Surface tablets first hardware built by Microsoft Apple controls both the hardware and the software optimize and protect assumptions about the hardware dozens of manufacturers create hardware for Windows device drivers accessories programs incompatible inflated prices /
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