Steve Jobs, former chief executive officer of Apple Inc., unveils the iCloud storage system at the Apple Worldwide Developers Conference 2011.
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July 16, 2014 2:41 PM EDT

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Pat Gelsinger, then a senior vice president at Intel, now CEO of VMWare, tells the story:

The anecdote, relayed by Jeff Jedras in Computer Dealer News, says a lot about why Apple needs IBM to crack the so-called “enterprise market” — those corporate and government IT departments rich and powerful enough to require a chief information officer.

Under Jobs, Apple stayed focused on the far larger consumer market. Unlike the enterprise, where CIOs decide what equipment to buy, purchase decisions in the consumer market are made by the people who actually use the devices — a dynamic that plays into Apple’s strengths in design and ease of use.

In Gelsinger’s anecdote, Jobs goes on to say: “I’m going to build devices that are irresistible for consumers, and CIOs will just have to deal with it.”

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