“(..) when I joined Apple, I had the concept in my head of a computer that would be purchased at reasonable cost, would be graphic from the get-go, and would be far easier to use then existing computers because it would have a much better interface. So I drew up the specs for it and started hiring the people, designed a lot of the software, designed a lot of the user interface and managed to get a project started inside Apple called ‘the Macintosh Project.’ I called it ‘Macintosh’ because the McIntosh is my favorite kind of apple to eat. And I figured that if I was going to have an apple I might as well have a tasty one.” (ACM  Ubiquity)