To sell to a market that didn't exist. He was smart to want to keep it anyway, but he was lucky that IBM didn't want it. He was not negotiating from a position of power.
I'm questioning the benefit. There's a significant tradeoff with emulation: Performance.
It would be on the same processor, so not so bad. Think of the old Twunk16.
Apple didn't have a choice. It had to use emulation. It also knew that, despite anything that it does, Apple's users would slavishly suck down Stevie's Kool-Aid and upgrade.
It wasn't exactly emulation, and most applications ran faster under it due to the better memory handling offered by the parent OS. And after switching, and ending up with a world-class OS, they got a lot of converts from Windows.
Define "competition".
Define role first. Desktop OS, can't beat OS X. Server OS, Linux is ahead in many ways, and OS X is more easily managed. Network infrastructure, way behind IOS and any UNIX. Cluster? Forget it, Linux, OS X and other UNIX rules. Going beyond 2003, embedded, they're still trying to get it to work right, behind established embedded OSs including Linux (especially real-time ones). Palmtop, doing pretty well actually, although the interface needs more work (still looks like Windows shoehorned into a palm). Phone, behind Symbian and others.
My best wishes go out to Apple, but I wouldn't hold my breath, if I were you.
Apple has historically had a problem in that they cannot fulfill many orders for new hardware when it's released due to processor shortages. They lose a lot of sales because of it. This time they won't.
No, people buy Macs primarily because of an aesthetic and one-size-fits-all mentality that isn't present in the PC market.
People buy Macs for a variety of reasons, such as better OS, easier to use, easier for a newbie to maintain, no problems with malware, low power consumption, quiet operation, quality of construction, and, yes, they do look better on the desk.
Meaning, the only thing that Apple really gains is performance parity; which isn't enough to drive their sales.
PPC and x86 have been leapfrogging in performance for years. What Apple really gains is a reliable volume supplier of chips with a competitive long-term processor roadmap that will likely never leave Apple out on a limb again. They also gain the ability to switch to a second supplier (AMD) if their current one flakes out on them.
Let me guess, if it wasn't for those pesky suits that run businesses Microsoft would be a big underdog.