One of the first reasons for Apple’s failures was the apple III, which had major quality problems; the most important of these was due to the lack of a cooling fan where the apple III would overheat, warping the motherboard in 1980’s. Also another detail about why apple III did not succeed in the market was because of its price, which was more expensive, compared to business computers during that time. Furthermore, another 80’s failure was the “Lisa” which was named after Steve Job’s daughter. The Lisa was a disaster in the market because firstly due to its market price $10 000 and secondly due to its 1MB memory. Therefore these failures continued in the 90’s where both the company’s visionary and founders departed. In 1983, Sculley became president and CEO of Apple. Jobs believed that Sculley would help him Apple “grow” with his management skills. However, Steve Job’s considers this as the biggest failure for Apple Inc. and its growth. Eventually, it cost Steve Job his job. In 1988, the stock reached a low near $4, and the company posted losses of over $1 Billion. To add on, Apple was facing market competition against many companies one of them been Microsoft, which started selling its OS to any PC maker that, would buy it. Eventually, Apple had contemplated licensing its Mac operating system on other computers. However, the idea was rejected and resulted in Microsoft shares of the computing market to take off. Microsoft's operating system, which was on more computers that cost less money and had better applications. Also, the failure of the Newton resulted in Sculley’s replacement by Michael Splindler who stayed until mid 1990’s; therefore Gil Amelio also replaced Spindler. Apple’s failures had several causes in the 80’s and 90’s. Some are considered due to the structure of the company, while others due to mistakes in business leadership