In the 1970s, Xerox's Palo Alto Research Center (PARC) developed the first personal computer, the Xerox Alto. The Alto was the first computer to feature a graphical user interface (GUI) with a mouse and a desktop metaphor, which are now standard features of modern computers. However, Xerox failed to commercialize the technology, and it was instead popularized by Apple, who introduced the Macintosh in 1984. The reason for Xerox's failure was primarily due to the company's focus on its core business of copying and printing, and a lack of understanding of the potential of the personal computer market. Xerox's management at the time did not see the potential of the technology and did not invest in its development. They also did not recognize the potential of the GUI and mouse-based interface, they were more focused on developing the technology for their core business of copying and printing. Additionally, Xerox was not able to capitalize on its innovation because it was not able to create a business model for the personal computer market. The company did not have the distribution and marketing capabilities to compete with companies like Apple and IBM, which had already established themselves in the personal computer market.