But they don’t sell networking equipment, it’s not their product. That’s Cisco Systems. Apple designs oak tables and glass stairs for their own retail stores, but they don’t compete with IKEA. Facebook sells user data to advertisers, that’s all. Niche products totally unimportant to their core business. Xerox created the first graphical user interface, mouse, ethernet and laser printer. And yet the company struggled and ultimately failed to become more than a paper document management company.