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I feel like the video you linked leaves out some important details. The Xerox Alto was indeed far ahead of its time with innovations like the GUI, bitmapped graphics, mouse, OOP and ethernet which Bill, Steve and many others including the Amiga copied but the video leaves out products by Xerox which predate Windows and Apple products which "stole" the ideas. Xerox marketed expensive workstations.
1981 https://en.wikipedia.org/wiki/Xerox_Star $16,595
1985 https://en.wikipedia.org/wiki/Xerox_Daybreak $4,995
While Xerox revolutionized the personal computer workstation market, it failed to reduce the price enough to be affordable for the masses and leverage economies of scale. The competition often used the 68000 CPU to reduce the price. Before the Apple Lisa, Apple Macintosh, Atari ST and Amiga was the Sun workstation.
1982 https://en.wikipedia.org/wiki/SUN_workstation $8,900
The Sun workstation also stole ideas from the Xerox Alto after the creators viewed a Xerox Alto. Carl Sassenrath tried to buy Sun for HP before he moved to Amiga Corporation. It was the hardware for the masses which eventually won as the hardware dropped to prices which were affordable by the general population. Even the Amiga was a little expensive at first and started to take off with the lower cost Amiga 500. Small businesses like Microsoft and Apple were likely looked down upon and could have easily been acquired by the big technology players like Xerox, IBM, HP, Digital and AT&T but nobody thought they would surpass these giants through sales to the masses. The technology innovation from Xerox PARC and Bell Labs alone was immense and revolutionary for computers but economies of scale, good marketing and a bit of luck allowed Apple and Microsoft to become bigger tech leaders.
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