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Production of the Mac is based on a vertical integration model in that Apple facilitates all aspects of its hardware and creates its own operating system that is pre-installed on all Mac computers. This is in contrast to most IBM PC compatibles, where multiple sellers create and integrate hardware intended to run another company's operating software. Apple exclusively produces Mac hardware, choosing internal systems, designs, and prices. Apple does use third party components, however, such as graphics subsystems from nVidia and ATi. Current Mac CPUs use Intel's X86-64 architecture; the earliest models (1984–1994) used Motorola's 68k, and models from 1994 to 2006 used the AIM alliance's PowerPC. Apple also develops the operating system for the Mac, Mac OS X, currently on version 10.8 "Mountain Lion". The modern Mac, like other personal computers, is capable of running alternative operating systems such as Linux, FreeBSD, and, in the case of Intel-based Macs, Microsoft Windows. However, Apple does not license Mac OS X for use on non-Apple computers.
In 1998, Apple consolidated its multiple consumer-level desktop models into the iMac all-in-one. This proved to be a sales success and saw the Macintosh brand revitalized. Current Mac systems are mainly targeted at the home, education, and creative professional markets. These include the descendants of the original iMac, the entry-level Mac mini desktop model, the Mac Pro tower graphics workstation, and the MacBook Air and MacBook Pro laptops. The Xserve server was discontinued January 31, 2011.
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The Macintosh or Mac, is a series of personal computers (PCs) designed, developed, and marketed by Apple Inc. The first Macintosh was introduced by Apple's then-chairman Steve Jobs on January 24, 1984; it was the first commercially successful personal computer to feature a mouse and a graphical user interface rather than a command-line interface. The company continued to have success through the second half of the 1980s, primarily because the sales of the Apple II series remained strong even after the introduction of the Macintosh, only to see it dissipate in the 1990s as the personal computer market shifted toward the "Wintel" platform: IBM PC compatible machines running MS-DOS and Microsoft Windows.