#8 Apple VS IBM

Before Microsoft, Apple’s bete noire was IBM (Big Blue), which introduced its alternative to Apple’s Macintosh in 1981. Jobs’ since then saw IBM as Apple’s rival — that year, he compared the company to 1984‘s Big Brother in a now-famous Super Bowl ad. He also opined in the ’80s that “If, for some reason, we make some big mistake and IBM wins, my personal feeling is that we are going to enter a computer Dark Ages for about 20 years.”

#7 Apple VS Dell

Dell CEO and founder Michael Dell got on Steve Jobs’ radar in 1997 when he famously shared that if he were in charge of Apple, “I’d shut it down and give the money back to shareholders.” (Dell has since said his comment was “misconstrued.”) Jobs, who used Dell as a late 1990 to 2000 stand-in for IBM, shot back, “Pretty much, Apple and Dell are the only ones in this industry making money. They make it by being Wal-Mart. We make it by innovation.”