They were really really bad at actually shipping products for a long time. I love all that ATG stuff: SK8, Dylan, all that blue-eyed object oriented optimism. But hundreds of man-years were put into all of that and Copland and Taligent, and they had nothing to show for it. Apple was so dysfunctional under Sculley and Spindler. People say Apple killed Hypercard but really what happened is people worked on it for years but it got bogged down in feature creep and focus switches, and they never get a functional version 3 out the door.