No one knew the market at the time. Clearly this was for large businesses and not a home computer. It targeted the same demographic as the Xerox Star which shipped before it and suffered a similar fate. No one knew what would work, easy to see in retrospect but at the time it was not easy to see. Apple also had a big disadvantage in the ‘office’ marketplace having no sales force that everyone assumed was necessary. Besides price, Xerox’s other problem was while they did have a sales force they only knew how to sell copiers. I suspect only IBM at that time with a product like the Star or Lisa could have succeeded. But the Mac was a completely different product for a different marketplace and even it was a failure at first—until desktop publishing turned things around.