Flashback 30 years and no one would have seen this coming: After decades as competitors, Apple and IBM announced a deal to work together to create simple-to-use business apps, and sell iPhones and iPads to IBM's corporate customers.
Enemies during the early personal-computer wars, Apple Inc. and International Business Machines Corp. said they will cooperate in the mobile era, striking an agreement to create simple-to-use business apps and sell iPhones and iPads to Big Blue's corporate customers.
The deal underscores Apple's push to expand the reach of the iPhone and iPad into the business world—beyond their traditional base among consumers. IBM, meanwhile, is hoping Apple's simplicity and popularity will help stem eight consecutive quarters of year-over-year revenue declines, as it moves more of its business software onto the mobile devices used by employees.
A partnership between the two companies would have been unthinkable 30 years ago when Apple famously attacked IBM in an iconic commercial titled "1984," painting IBM as a big-brother-like figure protecting the status quo while Apple's Macintosh provided a pathway to freedom.
But both companies have evolved since those days. While Apple still produces Mac computers, its main products are mobile devices. IBM sold its personal-computer business to Lenovo Group in 2005, repositioning the company as a software and computer-services provider.
"In '84, we were competitors. In 2014, I don't think you can find two more complementary companies," said Mr. Cook, who worked at IBM for more than a decade before joining Apple, in a joint interview with Ms. Rometty. "This is a really landmark deal."
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