Xerox, a pioneer in printing and computing technologies (with the famous Xerox PARC), missed key opportunities, such as the commercial exploitation of the graphical user interface, which was left to Apple and Microsoft. Its failure to adapt to the digital transition and the rise of cloud computing has relegated it to a secondary role. Today, despite the merger with Lexmark, Xerox survives mainly on printing and document management services, a far cry from its former stature as a major innovator.