Under GEOs Sculley, Spindler, and Amelio
John Sculley tried to take advantage of Apple's unique capabilities. Because of this, Macintosh computers were easyto use, with seamless integration (the original plug-andplay) and reliable performance. This premium performance meant Apple could charge a premium price. However,with the price of IBM compatibles dropping. and Apple’s costs, especially R&D, way above industry averages (in