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Raskin's vision: to build an affordable computer designed for nontechy consumers -- a radical idea at a time when using a computer required memorizing complex codes and commands. Raskin's credits include "drag and drop" capability and introducing Apple's founders to much of the work at Xerox's Palo Alto Research Center, which made such innovations as the the mouse and the basic structure for the windows and folders still prevalent on operating systems today. And Raskin bestowed the project with the name Macintosh, after his favorite kind of apple.
BRILLIANT YET UNSUNG. But two years before commercializing the Macintosh, Apple CEO Steve Jobs took over the project, and Raskin left the company. It was a hard time for him and many of those who worked closely with him, Tognazzini says. The product had veered from his vision: For one thing, the $2,495 price tag hardly made it affordable for the mass market at the time. "Mac was his brainchild," Tognazzini says. "The interface in the early days wasn't what ended up shipping, but the philosophy behind it was his."