Ok, i bet you have heard about Nextstep, the NextCube and the stuff a guy named Steve Jobs did while not at Apple... what, you haven't? Ok, i will give you a short indtroduction (the whole story can be found at Wikipedia).
After some "creative differences" between Apple and Steve Jobs he went out and founded his own compnay, NeXT computers, where he wanted to design and build a computer in the way he wanted.