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Their first product, the Apple I computer, had no provision for internal expansion cards. The Apple I was purely a hobbyist machine, a US$25 microprocessor (MOS 6502) on a single-circuit board with 256 bytes of ROM, 4K or 8K bytes of RAM and a 40-character by 24-row display controller. It was similar to the Altair 8800, the world's first commercially available microcomputer, except that the Altair's expansion cards enabled it to be attached to a computer terminal and be programmed in BASIC.
One could argue that the Apple story is a triumph of marketing over technology. John Sculley had the Newton, the first-ever Personal Digital Assistant (PDA) in 1992, but it was Steve Jobs' genius who made iPhone the product of choice. Even Wintel diehards will have to admit Steve is a hard act to follow.