QUOTE : In 1991, when Apple started to talk about the hand-held computing devices called personal digital assistants, or PDAs, a lot of people both inside and outside Intel considered them a “10X” force capable of restructuring the PC industry. PDAs could do to PCs what PCs were doing to mainframes, many said. Not wanting to be blind to this possibility, we made a very substantial external investment and started a major internal effort to ensure that we would participate in any PDA wave in a big way. Then Apple’s Newton came out in 1993 and was promptly criticized for its failings. What does this say about the PDA phenomenon? Is it less of a “10X” force because its first instantiation was disappointing? When you think about it, first versions of most things usually are. Lisa, the first commercial computer with a graphical user interface and the predecessor of the Mac, did not receive good acceptance. Neither did the first version of Windows, which was considered an inferior product for years—DOS with a pretty face, as many called it. Yet graphical user interfaces in general, and Windows in particular, have become “10X” forces shaping the industry.