THE ECONOMIST
Personal animosity is a mighty force in business, for good as well as il
THE third world war, it seems, has broken out in an unexpected place: Silicon Valley. Apple and Google were once so close that Eric Schmidt, Google’s boss, joked that they should merge and change their name to AppleGoo. Now, however, the two companies are at loggerheads over everything from apps to acquisitions—and Mr Schmidt and Apple’s boss, Steve Jobs, are taking the fight personally.
So personally, in fact, that tech types are lost for superlatives. The New York Times quotes a long list of gobsmacked comments. Meetings have been “heated” and “confrontational”. The sense of rivalry is “intense”. The two men are treating the world to “an unusually vivid display of enmity and ambition”. One of the Times’ insiders not only likens the squabble to “world war three” but also dubs it “the biggest ego battle in history”. So much for Julius Caesar and Mark Anthony.
The only surprise in all this is that anybody should be surprised. The business world has always been a cauldron of personal animosity, and those animosities have been particularly intense in Silicon Valley. Few do grudges quite as well as geeks. Steve Jobs is legendary for his grudge matches. He has been feuding with Bill Gates for decades. He has described Microsoft’s products as “third rate” and complained that the company has “absolutely no taste”. (“I don’t mean that in a small way. I mean that in a big way.”) Apple’s annoying “I’m a Mac” ads are strikingly personal: they pitch a frumpy Bill Gates lookalike against a too-cool-for-school Jobs doppelganger (with added hair).
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