So after they lost and were scrambling. I expect at steep control, licensing fees, and hardship coming from Apple. A measly 3 years, I can't see how they committed to the concept - I expect most people made the same judgment call (and were right). (Different read was Jobs was fired from Apple from 1985-1997, so maybe he killed it after returning). I also never heard of it (not that I'm an expert) so I expect it was a very big 'too little, too late' situation.