--- title: "Meaning & Key Takeaway of: The NeXT purchase is too little too late…" description: "\"The NeXT purchase is too little too late. Apple is already dead.\" — Nathan Myhrvold" image: "https://sms4smile.com/quotes/i/842/nathan-myhrvold-3298_apple_the-next-purchase-is-too-little-too-late_1548486.png" --- # The NeXT purchase is too little too late. Apple is already… ![“The NeXT purchase is too little too late. Apple is already dead.” quote by Nathan Myhrvold](https://sms4smile.com/quotes/i/842/nathan-myhrvold-3298_apple_the-next-purchase-is-too-little-too-late_1548486.png) [Download](https://sms4smile.com/quotes/i/842/nathan-myhrvold-3298_apple_the-next-purchase-is-too-little-too-late_1548486.png) [Open image](https://sms4smile.com/quotes/i/842/nathan-myhrvold-3298_apple_the-next-purchase-is-too-little-too-late_1548486.png) > “The NeXT purchase is too little too late. Apple is already dead.” [Nathan Myhrvold](https://sms4smile.com/quotes/author/nathan-myhrvold/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. The acquisition of NeXT came after Apple’s decline, making it insufficient to revive the company. **In simple terms:** NeXT purchase was too late to save Apple. Key Takeaway Recognize timing matters in strategic moves. Themes technology business timing strategic decisions Mood cautious reflective Type historical business analysis When to use this quote - startup acquisition - product revitalization - market competition - leadership decisions Key Concepts Corporate turnaround innovation adoption Questions to Reflect On - Could earlier tech integration have changed Apple’s fate? - What lessons does this hold for modern tech mergers? A Different Perspective Even with NeXT, Apple’s core issues persisted. ★ ★ ★ ★ ★ No ratings yet [Apple](https://sms4smile.com/quotes/about/apple/) [Apple Dead](https://sms4smile.com/quotes/about/apple-dead-5084099/) [Apples](https://sms4smile.com/quotes/about/apples/) [Late](https://sms4smile.com/quotes/about/late/) [Late Apple](https://sms4smile.com/quotes/about/late-apple-5084100/) [Little Late](https://sms4smile.com/quotes/about/little-late-743895/) [Little Too Late](https://sms4smile.com/quotes/about/little-too-late/) [Littles](https://sms4smile.com/quotes/about/littles/) [Next](https://sms4smile.com/quotes/about/next/) [Purchase Little](https://sms4smile.com/quotes/about/purchase-little-5782581/) [Technology](https://sms4smile.com/quotes/about/technology/) [Too late](https://sms4smile.com/quotes/about/too-late/) [Too little too late](https://sms4smile.com/quotes/about/too-little-too-late/) ## Related quotes > [The NeXT purchase is too little too late. The Apple of the past was an innovative company that used software and hardware technology together…](https://sms4smile.com/quotes/nathan-myhrvold/the-next-purchase-is-too-little-too-late-the-apple-of-the-past-was-an/) [Nathan Myhrvold](https://sms4smile.com/quotes/author/nathan-myhrvold/) > [I fell for you way too fast way too hard, I gave you too little too late, and I miss the you that was…](https://sms4smile.com/quotes/pearl-e-arizpe/i-fell-for-you-way-too-fast-way-too-hard-i-gave-you-too-little-too/) [Pearl E Arizpe](https://sms4smile.com/quotes/author/pearl-e-arizpe/) > [You say you dream of my face but you don't like me, you just like the chase. To be real It doesn't matter anyway.…](https://sms4smile.com/quotes/jojo/you-say-you-dream-of-my-face-but-you-don-t-like-me-you-just-like-the/) [Jojo](https://sms4smile.com/quotes/author/jojo/) > [“as far as he was concerned , Henry's sudden interest was a case of too little too late”](https://sms4smile.com/quotes/rachel-gibson/as-far-as-he-was-concerned-henry-s-sudden-interest-was-a-case-of-too/) [Rachel Gibson](https://sms4smile.com/quotes/author/rachel-gibson/) > [Once upon a time I would’ve leaped at the rare opportunity of curling up with Mom on the couch. But now it sort of…](https://sms4smile.com/quotes/maggie-stiefvater/once-upon-a-time-i-would-ve-leaped-at-the-rare-opportunity-of-curling/) [Maggie Stiefvater](https://sms4smile.com/quotes/author/maggie-stiefvater/) > [It's just too little too late. A little too wrong and I can't wait...but you know, all the right things to say. You know…](https://sms4smile.com/quotes/jojo/it-s-just-too-little-too-late-a-little-too-wrong-and-i-can-t-wait-but/) [Jojo](https://sms4smile.com/quotes/author/jojo/) > [Come with me, stay the night You say the words but boy it don't feel right What do you expect me to say' (You…](https://sms4smile.com/quotes/jojo/come-with-me-stay-the-night-you-say-the-words-but-boy-it-don-t-feel/) [JoJo](https://sms4smile.com/quotes/author/jojo/) > [By the time you realise you want me and that you want to make time for me it will be too little too late.…](https://sms4smile.com/quotes/nishan-panwar/by-the-time-you-realise-you-want-me-and-that-you-want-to-make-time/) [Nishan Panwar](https://sms4smile.com/quotes/author/nishan-panwar/) > [You asked Marco Rubio if it was too little too late. I think there's a little bit of too much too late, which is,…](https://sms4smile.com/quotes/bernie-sanders/you-asked-marco-rubio-if-it-was-too-little-too-late-i-think-there-s-a/) [Bernie Sanders](https://sms4smile.com/quotes/author/bernie-sanders/) > [“ed. now. picking at the scab that was starting to heal over. why did guys do that? too little too late?”](https://sms4smile.com/quotes/elizabeth-noble/ed-now-picking-at-the-scab-that-was-starting-to-heal-over-why-did/) [Elizabeth Noble](https://sms4smile.com/quotes/author/elizabeth-noble/) > [I've argued with the senators and congressmen I've talked to. You don't want to be too little too late. If you buy them at…](https://sms4smile.com/quotes/warren-buffett/i-ve-argued-with-the-senators-and-congressmen-i-ve-talked-to-you-don/) [Warren Buffett](https://sms4smile.com/quotes/author/warren-buffett/) > [A little taekwondo Would be useful right now Too little too late She's got the upper hand somehow I look to the window To…](https://sms4smile.com/quotes/excision/a-little-taekwondo-would-be-useful-right-now-too-little-too-late-she/) [Excision](https://sms4smile.com/quotes/author/excision/) > [It's a little too late. I'm a little too gone. A little too tired of just hanging on.](https://sms4smile.com/quotes/wiz-khalifa/it-s-a-little-too-late-i-m-a-little-too-gone-a-little-too-tired-of/) [Wiz Khalifa](https://sms4smile.com/quotes/author/wiz-khalifa/) > [Guess I thought you'd be here forever, another illusion I chose to create, you don't know what you've got till it's gone and I…](https://sms4smile.com/quotes/ana-chable/guess-i-thought-you-d-be-here-forever-another-illusion-i-chose-to/) [Ana Chable](https://sms4smile.com/quotes/author/ana-chable/) > [It's a little too late when words have already been said.](https://sms4smile.com/quotes/anonymous/it-s-a-little-too-late-when-words-have-already-been-said/) [Anonymous](https://sms4smile.com/quotes/author/anonymous/) ## More by Nathan Myhrvold > [Some article called me the most feared man in Silicon Valley. Good Lord! Why? My teenage boys got a kick out of it: 'Dad,…](https://sms4smile.com/quotes/nathan-myhrvold/some-article-called-me-the-most-feared-man-in-silicon-valley-good/) [Nathan Myhrvold](https://sms4smile.com/quotes/author/nathan-myhrvold/) > [In market research I did at Microsoft Corp. in the early 1990s, I estimated that the 'Wall Street Journal' took in about 75 cents…](https://sms4smile.com/quotes/nathan-myhrvold/in-market-research-i-did-at-microsoft-corp-in-the-early-1990s-i/) [Nathan Myhrvold](https://sms4smile.com/quotes/author/nathan-myhrvold/) > [Our reactor actually burns nuclear waste as fuel. So not only is it safe and powerful, it solves an important issue: It actually reduces…](https://sms4smile.com/quotes/nathan-myhrvold/our-reactor-actually-burns-nuclear-waste-as-fuel-so-not-only-is-it/) [Nathan Myhrvold](https://sms4smile.com/quotes/author/nathan-myhrvold/) > [Food, like anything else, lives in the physical world and obeys the laws of physics. When you whisk together some oil and a little…](https://sms4smile.com/quotes/nathan-myhrvold/food-like-anything-else-lives-in-the-physical-world-and-obeys-the/) [Nathan Myhrvold](https://sms4smile.com/quotes/author/nathan-myhrvold/) > [If people don't find what you are doing threatening, then it is probably not very important.](https://sms4smile.com/quotes/nathan-myhrvold/if-people-don-t-find-what-you-are-doing-threatening-then-it-is/) [Nathan Myhrvold](https://sms4smile.com/quotes/author/nathan-myhrvold/) > [Among modern occupations, only cult leaders and TV weathermen rival the technological visionary's ability to retain credibility despite all evidence to the contrary.](https://sms4smile.com/quotes/nathan-myhrvold/among-modern-occupations-only-cult-leaders-and-tv-weathermen-rival/) [Nathan Myhrvold](https://sms4smile.com/quotes/author/nathan-myhrvold/) > [Crazy ideas sometimes work, and the technological society that we have is built on a foundation of those crazy ideas that work.](https://sms4smile.com/quotes/nathan-myhrvold/crazy-ideas-sometimes-work-and-the-technological-society-that-we-have/) [Nathan Myhrvold](https://sms4smile.com/quotes/author/nathan-myhrvold/) > [An efficient government is dangerous in the hands of the wrong man. Sadly, the right sort of man never seems interested in the job.](https://sms4smile.com/quotes/nathan-myhrvold/an-efficient-government-is-dangerous-in-the-hands-of-the-wrong-man/) [Nathan Myhrvold](https://sms4smile.com/quotes/author/nathan-myhrvold/) > [When we first did 'Modernist Cuisine,' I think most people in cookbook publishing would have said, 'This is insane.'](https://sms4smile.com/quotes/nathan-myhrvold/when-we-first-did-modernist-cuisine-i-think-most-people-in-cookbook/) [Nathan Myhrvold](https://sms4smile.com/quotes/author/nathan-myhrvold/) > [One of the greatest things that Apple and Jobs were very good at doing was daring to do the very different thing. It's what…](https://sms4smile.com/quotes/nathan-myhrvold/one-of-the-greatest-things-that-apple-and-jobs-were-very-good-at/) [Nathan Myhrvold](https://sms4smile.com/quotes/author/nathan-myhrvold/) > [The first thing that is not obvious to people is global warming is a less-than-1% effect. It's like being shortchanged at the bank by…](https://sms4smile.com/quotes/nathan-myhrvold/the-first-thing-that-is-not-obvious-to-people-is-global-warming-is-a/) [Nathan Myhrvold](https://sms4smile.com/quotes/author/nathan-myhrvold/) > [Ultimately, my Ph.D. is in mathematical physics, focusing on quantum field theory and curved space-time, and I worked with Stephen Hawking.](https://sms4smile.com/quotes/nathan-myhrvold/ultimately-my-ph-d-is-in-mathematical-physics-focusing-on-quantum/) [Nathan Myhrvold](https://sms4smile.com/quotes/author/nathan-myhrvold/) > [The way Moore's Law occurs in computing is really unprecedented in other walks of life. If the Boeing 747 obeyed Moore's Law, it would…](https://sms4smile.com/quotes/nathan-myhrvold/the-way-moore-s-law-occurs-in-computing-is-really-unprecedented-in/) [Nathan Myhrvold](https://sms4smile.com/quotes/author/nathan-myhrvold/) > [If you talk about sous-vide, then you have to talk about food safety, and microbiology, and heat.](https://sms4smile.com/quotes/nathan-myhrvold/if-you-talk-about-sous-vide-then-you-have-to-talk-about-food-safety/) [Nathan Myhrvold](https://sms4smile.com/quotes/author/nathan-myhrvold/) > [A person's basic humanity is not governed by how he or she came into this world, or whether somebody else happens to have the…](https://sms4smile.com/quotes/nathan-myhrvold/a-person-s-basic-humanity-is-not-governed-by-how-he-or-she-came-into/) [Nathan Myhrvold](https://sms4smile.com/quotes/author/nathan-myhrvold/) [Explore all 134 Nathan Myhrvold quotes ](https://sms4smile.com/quotes/author/nathan-myhrvold/) ## More Apple quotes > [“Neither's the one you get, less you want me to see if your apple's ripe, yet. - Yoren”](https://sms4smile.com/quotes/george-r-r-martin/neither-s-the-one-you-get-less-you-want-me-to-see-if-your-apple-s/) [George R.R. Martin](https://sms4smile.com/quotes/author/george-r-r-martin/) > [“Most people believe the apple merely represented Knowledge. But we know better. It was the Fruit of the Tree of Knowledge of Good and…](https://sms4smile.com/quotes/miranda-beverly-whittemore/most-people-believe-the-apple-merely-represented-knowledge-but-we/) [Miranda Beverly-Whittemore](https://sms4smile.com/quotes/author/miranda-beverly-whittemore/) > [The reason that Apple is able to create products like iPad is because we always try to be at the intersection of technology and…](https://sms4smile.com/quotes/steve-jobs/the-reason-that-apple-is-able-to-create-products-like-ipad-is-because/) [Steve Jobs](https://sms4smile.com/quotes/author/steve-jobs/) > [“An apple with a rotten core can only last so long,” he”](https://sms4smile.com/quotes/morgan-rice/an-apple-with-a-rotten-core-can-only-last-so-long-he/) [Morgan Rice](https://sms4smile.com/quotes/author/morgan-rice/) > [I'm not only a fan of Apple products, I have stock in the company. I think Steve Jobs has started one of the greatest…](https://sms4smile.com/quotes/kid-rock/i-m-not-only-a-fan-of-apple-products-i-have-stock-in-the-company-i/) [Kid Rock](https://sms4smile.com/quotes/author/kid-rock/) > [When Apple introduced its game-changing iPhone in 2007, Nokia was caught sleeping on the job. Although it had actually developed an iPhone-style device -…](https://sms4smile.com/quotes/noreena-hertz/when-apple-introduced-its-game-changing-iphone-in-2007-nokia-was/) [Noreena Hertz](https://sms4smile.com/quotes/author/noreena-hertz/) > [I like to make pies. That's kind of my new obsession - peach, blueberry, apple, strawberry. I make a really good pumpkin pie with…](https://sms4smile.com/quotes/morgan-saylor/i-like-to-make-pies-that-s-kind-of-my-new-obsession-peach-blueberry/) [Morgan Saylor](https://sms4smile.com/quotes/author/morgan-saylor/) > [I love to eat an apple after a meal, just to cleanse my teeth - they always look polished afterwards.](https://sms4smile.com/quotes/catherine-zeta-jones/i-love-to-eat-an-apple-after-a-meal-just-to-cleanse-my-teeth-they/) [Catherine Zeta-Jones](https://sms4smile.com/quotes/author/catherine-zeta-jones/) > [Back in my school days, when I would scuttle off with a cheese roll, an apple, a box of Sun-Maid raisins and a Penguin…](https://sms4smile.com/quotes/rachel-khoo/back-in-my-school-days-when-i-would-scuttle-off-with-a-cheese-roll-an/) [Rachel Khoo](https://sms4smile.com/quotes/author/rachel-khoo/) > [As far as Apple goes, it was a different company every few years from the time I joined in 1984.](https://sms4smile.com/quotes/alan-kay/as-far-as-apple-goes-it-was-a-different-company-every-few-years-from/) [Alan Kay](https://sms4smile.com/quotes/author/alan-kay/) > [“You are the apple of Love’s eye.”](https://sms4smile.com/quotes/david-paul-kirkpatrick/you-are-the-apple-of-love-s-eye/) [David Paul Kirkpatrick](https://sms4smile.com/quotes/author/david-paul-kirkpatrick/) > [Like a satellite in orbit, Apple is perpetually falling. It just happens to miss Earth every time.](https://sms4smile.com/quotes/horace-dediu/like-a-satellite-in-orbit-apple-is-perpetually-falling-it-just/) [Horace Dediu](https://sms4smile.com/quotes/author/horace-dediu/) > [Positive thinking is so firmly enshrined in our culture that knocking it is a little like attacking motherhood or apple pie.](https://sms4smile.com/quotes/srikumar-rao/positive-thinking-is-so-firmly-enshrined-in-our-culture-that-knocking/) [Srikumar Rao](https://sms4smile.com/quotes/author/srikumar-rao/) > [To the extent that anyone anywhere does anything interesting, the question is: 'Why isn't Apple doing that; why is Apple behind in that?' We…](https://sms4smile.com/quotes/craig-federighi/to-the-extent-that-anyone-anywhere-does-anything-interesting-the/) [Craig Federighi](https://sms4smile.com/quotes/author/craig-federighi/) > [I read the Steve Jobs book, and that kind of changed everything. I've been, like, an Apple geek my whole life and have always…](https://sms4smile.com/quotes/g-eazy/i-read-the-steve-jobs-book-and-that-kind-of-changed-everything-i-ve/) [G-Eazy](https://sms4smile.com/quotes/author/g-eazy/) [Browse all 889 Apple quotes ](https://sms4smile.com/quotes/about/apple/) ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Quotation", "text": "The NeXT purchase is too little too late. 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