Unfortunately for Apple,
Jobs also took aim at another perceived competitor to his Macintosh: the company's own Lisa.
Partly it was psychological.
He had been ousted from that group, and now he wanted to beat it.
He also saw healthy rivalry as a way to motivate his troops.
That's why he bet John Couch $5,000 that the Mac would ship before the Lisa.
The problem was that the rivalry became unhealthy.
Jobs repeatedly portrayed his band of engineers as the cool kids on the block,
in contrast to the plodding HP engineer types working on the Lisa.
More substantively, when he moved away from Jef Raskin's plan for an inexpensive and underpowered portable appliance
and reconceived the Mac as a desktop machine with a graphical user interface,
it became a scaled-down version of the Lisa that would likely undercut it in the marketplace.
Larry Tesler, who managed application software for the Lisa,
realized that it would be important to design both machines to use many of the same software programs.
So to broker peace, he arranged for Smith and Hertzfeld to come to the Lisa work space and demonstrate the Mac prototype.
Twenty-five engineers showed up and were listening politely when,
halfway into the presentation, the door burst open.
It was Rich Page, a volatile engineer who was responsible for much of the Lisa's design.
"The Macintosh is going to destroy the Lisa!" he shouted.
"The Macintosh is going to ruin Apple!"
Neither Smith nor Hertzfeld responded, so Page continued his rant.
"Jobs wants to destroy Lisa because we wouldn't let him control it," he said, looking as if he were about to cry.
"Nobody's going to buy a Lisa because they know the Mac is coming! But you don't care!"
He stormed out of the room and slammed the door, but a moment later he barged back in briefly.
"I know it's not your fault," he said to Smith and Hertzfeld.
"Steve Jobs is the problem. Tell Steve that he's destroying Apple!"
Jobs did indeed make the Macintosh into a low-cost competitor to the Lisa, one with incompatible software.
Making matters worse was that neither machine was compatible with the Apple II.
With no one in overall charge at Apple, there was no chance of keeping Jobs in harness.