Strange bedfellows in the personal computer industry: technology alliances between IBM and Apple

Until recently, technological development in the personal computer industry could be characterized by the competition between two basic designs. The current dominant design in this industry is associated with the IBM and Microsoft personal computing architecture. The other version of personal computing originated in the Macintosh computer from Apple Computer Company. In recent years, we also see an increasing number of alliances between IBM and Apple. Joint technological development appears to be a major and somewhat surprising objective of these alliances. This paper analyzes the technology alliances between these companies in the context of recent technological changes, focusing on the timing and the objectives of these alliances. Technology partnering between these proponents of competing basic designs are found to only materialize several years after the DOS-based design of IBM and Microsoft had become dominant. This study is of a qualitative and exploratory nature, using both a small data set and two case studies.