Comment by pjmlp

Indeed, however many people are too young to remember that he looked down into UNIX, as a bunch of greybeards without taste.

"Why We Have to Make UNIX Invisible."

https://www.usenix.org/blog/vault-steve-jobs-keynotes-1987-u...

"That time I had Steve Jobs keynote at Unix Expo"

> They said a Unix weenie was code for software engineers who hated what we were doing to Unix (the operating system we licensed)—putting a graphical user interface on it to dumb it down for grandmothers. They heckled Steve about his efforts to destroy it. His nightmare would be to speak to a crowd of them.

From https://web.archive.org/web/20180628214613/https://www.cake....

The value proposition NeXT found on UNIX, was the same as Microsoft (after they let go of Xenix, thanks to MS-DOS golden goose deal with IBM), a means to an end, the market of companies and universities that wanted something with UNIX in the box.

"NeXT marketing strategy video (1991)"

https://www.youtube.com/watch?v=KRBIH0CA7ZU

Note that he wasn't at Apple when A/UX and MkLinux efforts took place.