Steve Jobs

Steve Jobs

by Walter Isaacson  · 23 Oct 2011  · 915pp  · 232,883 words

Wisconsin-born Coast Guard seaman who, with his wife, Clara, adopted Steve in 1955. REED JOBS. Oldest child of Steve Jobs and Laurene Powell. RON JOHNSON. Hired by Jobs in 2000 to develop Apple’s stores. JEFFREY KATZENBERG. Head of Disney Studios, clashed with Eisner and resigned in 1994 to cofound DreamWorks SKG

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of parents, and of growing up in a valley that was just learning how to turn silicon into gold. STEVE JOBS Paul Jobs with Steve, 1956 The Los Altos house with the garage where Apple was born In the Homestead High yearbook, 1972 With the “SWAB JOB” school prank sign CHAPTER ONE CHILDHOOD

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Regis McKenna later said, “Woz designed a great machine, but it would be sitting in hobby shops today were it not for Steve Jobs.” Nevertheless most people considered the Apple II to be Wozniak’s creation. That would spur Jobs to pursue the next great advance, one that he could call his own

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the top so that it avoided the Neanderthal forehead that made the Lisa subtly unattractive. The patent for the design of the Apple case was issued in the name of Steve Jobs as well as Manock and Oyama. “Even though Steve didn’t draw any of the lines, his ideas and inspiration made

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moment later he barged back in briefly. “I know it’s not your fault,” he said to Smith and Hertzfeld. “Steve Jobs is the problem. Tell Steve that he’s destroying Apple!” Jobs did indeed make the Macintosh into a low-cost competitor to the Lisa, one with incompatible software. Making matters worse

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he ended with a personal note. “The most important thing that has happened to me in the last nine months at Apple has been a chance to develop a friendship with Steve Jobs,” he said. “For me, the rapport we have developed means an awful lot.” The lights dimmed as Jobs reappeared onstage

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in touch with Wozniak, who, as usual, was open and honest. He said that Jobs was punishing him. “Steve Jobs has a hate for me, probably because of the things I said about Apple,” he told the reporter. Jobs’s action was remarkably petty, but it was also partly caused by the fact

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censor’s eye,” she wrote. “That strategy worked, but at a price: Such maneuvering—self-serving and relentless—displayed the side of Steve Jobs that so hurt him at Apple. The trait that most stands out is Jobs’s need to control events.” When the hype died down, the reaction to the NeXT

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back in 1985.” Sculley, to his credit, had at least been gentlemanly enough to knife Jobs in the front. On December 2, 1996, Steve Jobs set foot on Apple’s Cupertino campus for the first time since his ouster eleven years earlier. In the executive conference room, he met Amelio and Hancock to

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the magic back.” Nor did Jobs’s triumph over Amelio surprise him. As he told Wired shortly after it happened, “Gil Amelio meets Steve Jobs, game over.” That Monday Apple’s top employees were summoned to the auditorium. Amelio came in looking calm and relaxed. “Well, I’m sad to report that it

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able to walk away. When Michael Dell was asked at a computer trade show in October 1997 what he would do if he were Steve Jobs and taking over Apple, he replied, “I’d shut it down and give the money back to the shareholders.” Jobs fired off an email to Dell. “CEOs

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to get into the music market. CHAPTER TWENTY-EIGHT CEO Still Crazy after All These Years Tim Cook and Jobs, 2007 Tim Cook When Steve Jobs returned to Apple and produced the “Think Different” ads and the iMac in his first year, it confirmed what most people already knew: that he could be

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its corporate governance.” As he was writing the column and getting the standard “a private matter” comment from all at Apple, he got an unexpected call from Jobs himself. “This is Steve Jobs,” he began. “You think I’m an arrogant asshole who thinks he’s above the law, and I think you

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bad rap, but they work beautifully and users benefit. Probably no one in tech has proved this more convincingly than Steve Jobs. By bundling hardware, software, and services, and controlling them tightly, Apple is consistently able to get the jump on its rivals and roll out polished products.” They agreed that the iPad

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: Interviews with Nolan Bushnell, Al Alcorn, Steve Wozniak, Ron Wayne, Andy Hertzfeld. Wozniak, 144–149; Young, 88; Linzmayer, 4. CHAPTER 5: THE APPLE I Machines of Loving Grace: Interviews with Steve Jobs, Bono, Stewart Brand. Markoff, xii; Stewart Brand, “We Owe It All to the Hippies,” Time, Mar. 1, 1995; Jobs, Stanford commencement

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and Swaine, 99; Linzmayer, 5; Moritz, 144; Steve Wozniak, “Homebrew and How Apple Came to Be,” www.atariarchives.org; Bill Gates, “Open Letter to Hobbyists,” Feb. 3, 1976. Apple Is Born: Interviews with Steve Jobs, Steve Wozniak, Mike Markkula, Ron Wayne. Steve Jobs, address to the Aspen Design Conference, June 15, 1983, tape in Aspen Institute

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history.net. Garage Band: Interviews with Steve Wozniak, Elizabeth Holmes, Daniel Kottke, Steve Jobs. Wozniak, 179–189; Moritz, 152–163; Young, 95–111; R. S. Jones, “Comparing Apples and Oranges,” Interface, July 1976. CHAPTER 6: THE APPLE II An Integrated Package: Interviews with Steve Jobs, Steve Wozniak, Al Alcorn, Ron Wayne. Wozniak, 165, 190–195; Young

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Wozniak, Mike Markkula, Arthur Rock. Nolan Bushnell, keynote address at the ScrewAttack Gaming Convention, Dallas, July 5, 2009; Steve Jobs, talk at the International Design Conference at Aspen, June 15, 1983; Mike Markkula, “The Apple Marketing Philosophy” (courtesy of Mike Markkula), Dec. 1979; Wozniak, 196–199. See also Moritz, 182–183; Malone,

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367–370; Malcolm Gladwell, “Creation Myth,” New Yorker, May 16, 2011; Young, 178–182. CHAPTER 9: GOING PUBLIC Options: Interviews with Daniel Kottke, Steve Jobs, Steve Wozniak, Andy Hertzfeld, Mike Markkula, Bill Hambrecht. “Sale of Apple Stock Barred,” Boston Globe, Dec. 11, 1980. Baby You’re a Rich Man: Interviews with Larry Brilliant

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Sculley, Joanna Hoffman. Sculley, 127–130, 154–155, 168, 179; Hertzfeld, 195. CHAPTER 15: THE LAUNCH Real Artists Ship: Interviews with Andy Hertzfeld, Steve Jobs. Video of Apple sales conference, Oct. 1983; “Personal Computers: And the Winner Is . . . IBM,” Business Week, Oct. 3, 1983; Hertzfeld, 208–210; Rose, 147–153; Levy, Insanely Great

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His Eye,” Newsweek, Jan. 30, 1984; Levy, Insanely Great, 17–27. January 24, 1984: Interviews with John Sculley, Steve Jobs, Andy Hertzfeld. Video of Jan. 1984 Apple shareholders meeting; Hertzfeld, 213–223; Sculley, 179–181; William Hawkins, “Jobs’ Revolutionary New Computer,” Popular Science, Jan. 1989. CHAPTER 16: GATES AND JOBS The Macintosh

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. 14, 1985; Susan Kerr, “Jobs Resigns,” Computer Systems News, Sept. 23, 1985; “Shaken to the Very Core,” Time, Sept. 30, 1985; John Eckhouse, “Apple Board Fuming at Steve Jobs,” San Francisco Chronicle, Sept. 17, 1985; Hertzfeld, 132–133; Sculley, 313–317; Young, 415–416; Young and Simon, 127; Rose, 307–319; Stross, 73

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. 6, 1989; Paul Rand, NeXT Logo presentation, 1985; Doug Evans and Allan Pottasch, video interview with Steve Jobs on Paul Rand, 1993; Steve Jobs to Al Eisenstat, Nov. 4, 1985; Eisenstat to Jobs, Nov. 8, 1985; Agreement between Apple Computer Inc. and Steven P. Jobs, and Request for Dismissal of Lawsuit without Prejudice, filed in

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Powell, Andy Hertzfeld. David Weinstein, “Taking Whimsy Seriously,” San Francisco Chronicle, Sept. 13, 2003; Gary Wolfe, “Steve Jobs,” Wired, Feb. 1996; “Former Apple Designer Charged with Harassing Steve Jobs,” AP, June 8, 1993. Lisa Moves In: Interviews with Steve Jobs, Laurene Powell, Mona Simpson, Andy Hertzfeld. Lisa Brennan-Jobs, “Driving Jane,” Harvard Advocate, Spring 1999; Simpson, A

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“There’s a New Toy in the House. Uh-Oh,” New York Times, Nov. 22, 1995; “A Conversation with Steve Jobs and John Lasseter,” Charlie Rose, PBS, Oct. 30, 1996; John Markoff, “Apple Computer Co-Founder Strikes Gold,” New York Times, Nov. 30, 1995. CHAPTER 23: THE SECOND COMING Things Fall Apart: Interview

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, 1990; Stross, 226–228; Gary Wolf, “The Next Insanely Great Thing,” Wired, Feb. 1996; Anthony Perkins, “Jobs’ Story,” Red Herring, Jan. 1, 1996. Apple Falling: Interviews with Steve Jobs, John Sculley, Larry Ellison. Sculley, 248, 273; Deutschman, 236; Steve Lohr, “Creating Jobs,” New York Times, Jan. 12, 1997; Amelio, 190 and preface to

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the hardback edition; Young and Simon, 213–214; Linzmayer, 273–279; Guy Kawasaki, “Steve Jobs to Return as Apple CEO,” Macworld, Nov. 1, 1994. Slouching toward Cupertino: Interviews with Jon Rubinstein, Steve Jobs, Larry Ellison, Avie Tevanian, Fred Anderson, Larry Tesler, Bill Gates, John Lasseter. John Markoff, “Why

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Made in Heaven,” New York Times, Dec. 23, 1996; Steve Lohr, “Creating Jobs,” New York Times, Jan. 12, 1997; Rajiv Chandrasekaran, “Steve Jobs Returning to Apple,” Washington Post, Dec. 21, 1996; Louise Kehoe, “Apple’s Prodigal Son Returns,” Financial Times, Dec. 23, 1996; Amelio, 189–201, 238; Carlton, 409; Linzmayer, 277; Deutschman, 240. CHAPTER

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and Teamwork: Interviews with Steve Jobs, James Vincent, Jony Ive, Lee Clow, Avie Tevanian, Jon Rubinstein. Lev Grossman, “How Apple Does It,” Time, Oct. 16, 2005; Leander Kahney, “How Apple Got Everything Right by Doing Everything Wrong,” Wired, Mar. 18, 2008. From iCEO to CEO: Interviews with Ed Woolard, Larry Ellison, Steve Jobs. Apple proxy statement, Mar

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. 12, 2001. CHAPTER 29: APPLE STORES The Customer Experience: Interviews with Steve Jobs, Ron Johnson. Jerry Useem, “America’s Best Retailer

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HUB Connecting the Dots: Interviews with Lee Clow, Jony Ive, Steve Jobs. Sheff; Steve Jobs, Macworld keynote address, Jan. 9, 2001. FireWire: Interviews with Steve Jobs, Phil Schiller, Jon Rubinstein. Steve Jobs, Macworld keynote address, Jan. 9, 2001; Joshua Quittner, “Apple’s New Core,” Time, Jan. 14, 2002; Mike Evangelist, “Steve Jobs, the Genuine Article,” Writer’s Block Live, Oct. 7

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/extras/audionstory/popup-sjstory.html; Levy, The Perfect Thing, 49–60; Knopper, 167; Lev Grossman, “How Apple Does It,” Time, Oct. 17, 2005; Markoff, xix. The iPod: Interviews with Steve Jobs, Phil Schiller, Jon Rubinstein, Tony Fadell. Steve Jobs, iPod announcement, Oct. 23, 2001; Toshiba press releases, PR Newswire, May 10, 2000, and June 4

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of the iPod,” Guardian, Mar. 18, 2011. CHAPTER 31: THE iTUNES STORE Warner Music: Interviews with Paul Vidich, Steve Jobs, Doug Morris, Barry Schuler, Roger Ames, Eddy Cue. Paul Sloan, “What’s Next for Apple,” Business 2.0, Apr. 1, 2005; Knopper, 157–161,170; Devin Leonard, “Songs in the Key of Steve

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’re Early on the Video Thing,” Business Week, Sept. 2, 2004. Mr. Tambourine Man: Interviews with Andy Lack, Tim Cook, Steve Jobs, Tony Fadell, Jon Rubinstein. Ken Belson, “Infighting Left Sony behind Apple in Digital Music,” New York Times, Apr. 19, 2004; Frank Rose, “Battle for the Soul of the MP3 Phone,” Wired

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in the Key of Steve,” Fortune, May 12, 2003. Bob Dylan: Interviews with Jeff Rosen, Andy Lack, Eddy Cue, Steve Jobs, James Vincent, Lee Clow. Matthew Creamer, “Bob Dylan Tops Music Chart Again—and Apple’s a Big Reason Why,” Ad Age, Oct. 8, 2006. The Beatles; Bono; Yo-Yo Ma: Interviews with

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MACS Clams, Ice Cubes, and Sunflowers: Interviews with Jon Rubinstein, Jony Ive, Laurene Powell, Steve Jobs, Fred Anderson, George Riley. Steven Levy, “Thinking inside the Box,” Newsweek, July 31, 2000; Brent Schlender, “Steve Jobs,” Fortune, May 14, 2001; Ian Fried, “Apple Slices Revenue Forecast Again,” CNET News, Dec. 6, 2000; Linzmayer, 301; U.S.

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9, 2008. The Launch: Interviews with John Huey, Nicholas Negroponte. Lev Grossman, “Apple’s New Calling,” Time, Jan. 22, 2007; Steve Jobs, speech, Macworld, Jan. 9, 2007; John Markoff, “Apple Introduces Innovative Cellphone,” New York Times, Jan. 10, 2007; John Heilemann, “Steve Jobs in a Box,” New York, June 17, 2007; Janko Roettgers, “Alan Kay: With

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, Laurene Powell, Doug Morris, Jimmy Iovine. Peter Elkind, “The Trouble with Steve Jobs,” Fortune, Mar. 5, 2008; Joe Nocera, “Apple’s Culture of Secrecy,” New York Times, July 26, 2008; Steve Jobs, letter to the Apple community, Jan. 5 and Jan. 14, 2009; Doron Levin, “Steve Jobs Went to Switzerland in Search of Cancer Treatment,” Fortune.com, Jan

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Tom Friedman, Art Levinson, Al Gore. Leander Kahney, “What Made Apple Freeze Out Adobe?” Wired, July 2010; Jean-Louis Gassée, “The Adobe-Apple Flame War,” Monday Note, Apr. 11, 2010; Steve Jobs, “Thoughts on Flash,” Apple.com, Apr. 29, 2010; Walt Mossberg and Kara Swisher, Steve Jobs interview, All Things Digital conference, June 1, 2010; Robert X

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. Cringely (pseudonym), “Steve Jobs: Savior or Tyrant?” InfoWorld, Apr. 21, 2010; Ryan Tate

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, “Steve Jobs Offers World ‘Freedom from Porn,’” Valleywag, May 15, 2010; JR

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Vincent. CHAPTER 40: TO INFINITY The iPad 2: Interviews with Larry Ellison, Steve Jobs, Laurene Powell. Steve Jobs, speech, iPad 2 launch event, Mar. 2, 2011. iCloud: Interviews with Steve Jobs, Eddy Cue. Steve Jobs, keynote address, Worldwide Developers Conference, June 6, 2011; Walt Mossberg, “Apple’s Mobile Me Is Far Too Flawed to Be Reliable,” Wall Street Journal

Becoming Steve Jobs: The Evolution of a Reckless Upstart Into a Visionary Leader

by Brent Schlender and Rick Tetzeli  · 24 Mar 2015  · 464pp  · 155,696 words

in a garage in Los Altos had spawned a billion-dollar company. The personal computer seemed to have unlimited potential, and as the cofounder of Apple Computer, Steve Jobs had been the face of all those possibilities. But then, in September of 1985, he had resigned under pressure, shortly after telling the company

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a dying manufacturer of computers into the most valuable and admired company in the world. That turnaround wasn’t a random miracle. While away from Apple, Steve Jobs had started to learn how to make the most of his strengths, and how to temper somewhat his perilous weaknesses. This reality runs counter to

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his true mission. And now he was totally locked in. Chapter 2 “I Didn’t Want to Be a Businessman” The story of Steve Jobs’s first tenure at Apple Computer is the tale of a young visionary in the adolescence of his career. After playing such a crucial role in making and

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. Chapter 3 Breakthrough and Breakdown Every cliché is built on some truth. The cliché that Steve Jobs was half genius, half asshole is based largely on his actions during the nine years that constituted his first tenure at Apple. This is when his highs would shine most famously, and when his lows were

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thing. Everyone believed that.” Little did they know that in due time, NeXT would turn out to be the full, unfortunate blooming of Steve Jobs’s worst tendencies at Apple. Yes, Steve had been a product visionary and a great spokesman for the company and the industry he had helped create. But he

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making Pixar self-sustainable. BY 1990, THERE seemed very little reason for Pixar to continue to exist as a business. Steve Jobs was anything but a tycoon. The stock he sold after leaving Apple had been worth $70 million, and he had made some successful investments. But after several years of funding Pixar

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he’d consider working with Disney—the studio would have to make a movie with Pixar. The Evolution of a CEO Steve Jobs and Steve Wozniak in 1979. The two had founded Apple four years earlier, and the company was growing like crazy. But the best years of their collaboration were already over

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anomaly. For a man whose name eventually would become synonymous with great American second acts, the Steve Jobs of 1996 had had remarkably little success with his own sequels. The Apple II had been followed by the Apple III and the Lisa, both of which had been failures. The Mac became a success only

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, it wasn’t the sales pitch from Spindler or Amelio that swayed him. It was more as if Anderson sold himself on the Apple job, using the same logic Steve Jobs had used on John Sculley when wooing him with that famous taunt, “Do you want to spend the rest of your life

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because they were cheap enough to buy outright, and small enough to absorb. NeXT was one possibility, but because it was run by Steve Jobs, a man many on the Apple board still considered to be persona non grata, that didn’t seem a likely match. But Be Inc. seemed like an intriguing

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sounded like a much safer idea than putting the company in the hands of Steve Jobs. There was no evidence to suggest that someone with Steve’s record had the chops to turn around a mess as daunting as Apple. He had shown himself to be erratic, undisciplined, and petulant. He had only

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-fifth that number. A more revealing way to think of it is that Apple had shelled out more than a half billion dollars to rehire Steve Jobs. A FEW MONTHS before Steve came back to Apple, I asked him what he thought Apple’s top priority should be. Should it be a new operating system

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and eerie translucence of the eMate’s plastic shell. That detail became a seed idea for the iMac, the first product of the new Steve Jobs era at Apple. Technologically, the iMac was not a radical departure from the past. But working closely with Steve, Ive designed a cosmetic standout that, for the

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vision. It would do so by moving incrementally, by following its nose where the technology led, and by being opportunistic. Over the next few years, Steve Jobs would steer Apple toward a whole new rhythm of doing business. No one would have guessed it then, but the future belonged to

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to all manner of potential security issues. The creation of this particular online “store” is a crucial turning point in the evolution of Steve Jobs. It represents the moment when Steve’s ambitions for Apple first stretched beyond Cupertino. Up until this point, everything Steve had done had been within the confines of

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purpose-fit to that.” We had been chatting about why so many books had been written promising to reveal how to do business “the Apple way,” or “the Steve Jobs way.” Bill was describing why Steve is a unique managerial case, someone whose model has limited applications. “Maybe you should call your book

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dates and details for the chapter were culled from many published sources, including Steve Jobs, Walter Isaacson’s “authorized” biography, and The Little Kingdom, Michael Moritz’s history of early Apple. Details about Stephen Wozniak’s life and contributions to Apple came primarily from his memoir iWoz: Computer Geek to Cult Icon: How I

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Little Kingdom and other sources. I also discussed the club with Bill Gates and Steve Jobs on several occasions during meetings during the past twenty years. The filing of the prospectus with the Securities and Exchange Commission for Apple Computer Inc.’s initial public offering on December 12, 1980, provided the statistics about

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published on November 14, 1977. And we also culled information from the 1980 SEC prospectus for Apple Computer’s initial public offering. Chapter 3: Breakthrough and Breakdown This chapter describes the circumstances that led to Steve Jobs being stripped of executive authority and eventually quitting under pressure from the board of directors. Once

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the following books: Gates, by Stephen Manes and Paul Andrews; Odyssey: Pepsi to Apple, A Journey of Adventure, Ideas, and the Future, by John Sculley; The Bite in the Apple: A Memoir of My Life with Steve Jobs, by Chrisann Brennan; Apple Confidential 2.0: The Definitive History of the World’s Most Colorful Company

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Thomas on January 20, 2014. We relied for some additional general background about NeXT on two books: Randall Stross’s Steve Jobs and the NeXT Big Thing; and Owen W. Linzmayer’s Apple Confidential 2.0. The descriptions of the rapid growth of Sun Microsystems and the competitive landscape for computer workstations were

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the event and my reporting for a Wall Street Journal front-page story that followed it on October 13, 1988, titled “Next Project: Apple Era Behind Him, Steve Jobs Tries Again, Using a New System.” Statistics about the relative capacities of hard drives and the transistor counts of semiconductors were drawn from two

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Had to Be Crazy This chapter covers the first four years after Steve Jobs had returned to the helm of Apple, and relies primarily upon my own reporting and writing about Apple during the time period that it covers, 1997 through 2001. Despite Apple’s precarious situation and widespread skepticism, there was tremendous interest among

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, 2014; and Laurene Powell Jobs on October 14, 2013. Magazine articles we cited include “Apple: America’s Best Retailer,” by Jerry Useem, which appeared in the March 8, 2007, issue of Fortune; “Songs in the Key of Steve Jobs,” by Devin Leonard, which appeared in the May 12, 2003, issue of Fortune; and

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several new interviews to tell this story, as well as on Fred Vogelstein’s Dogfight: How Apple and Google Went to War and Started a Revolution for some of the background details, and Walter Isaacson’s Steve Jobs. We also consulted various books and online articles, including Myron W. Krueger’s Artificial Reality

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on pancreatic cancer, http://www.cancer.gov/cancertopics/pdq/treatment/isletcell/HealthProfessional; and Apple’s online press release archive for Apple Computer Inc. financial results, August 2, 2004, and other corporate data. Chapter 13: Stanford This chapter describes Steve Jobs’s commencement address to the Stanford University graduating class of 2005. It was an

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unusual chapter because rather than explain a sequence of events, we try to put into perspective certain of Steve Jobs’s more controversial characteristics and patterns of behavior, especially in the context of both Apple’s meteoric growth and success, and the pressures brought on by living with a terminal illness. Some of

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.gov/atr/cases/f299200/299275.pdf; “Thoughts on Flash,” an open letter from Steve Jobs explaining his reasoning for not allowing Adobe Corp.’s Flash media player software on the Apple iPhone, https://www.apple.com/hotnews/thoughts-on-flash/; Apple Inc.’s archive of news releases for information about the company’s litigation against

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to reduce “poaching” of key employees. We also describe how the iPad came to be Apple’s fastest-selling new product ever. The chapter’s primary intent, however, is to put in perspective the evolution of Steve Jobs from a reckless young entrepreneur into a seasoned builder of new consumer technologies and the

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the Microchip: Robert Noyce and the Invention of Silicon Valley. New York: Oxford University Press, 2005. Brennan, Chrisann. The Bite in the Apple: A Memoir of My Life with Steve Jobs. New York: St. Martin’s Press, 2013. Catmull, Ed. Creativity Inc.: Overcoming the Unseen Forces That Stand in the Way of True

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. Built to Last: Successful Habits of Visionary Companies. New York: HarperBusiness, 2004. Deutschmann, Alan. The Second Coming of Steve Jobs. New York: Crown Business, 2001. Esslinger, Hartmut. Keep It Simple: The Early Design Years at Apple. Stuttgart: Arnoldsche Verlaganstalt, 2014. Grove, Andrew S. Swimming Across: A Memoir. New York: Grand Central Publishing, 2001

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A. Dealers of Lightning: Xerox PARC and the Dawn of the Computer Age. New York: HarperBusiness, 1999. Isaacson, Walter. Steve Jobs. New York: Simon & Schuster, 2011. Kahney, Leander. Jony Ive: The Man Behind Apple’s Greatest Products. New York: Portfolio Hardcover, 2013. Krueger, Myron W. Artificial Reality II. Boston: Addison-Wessley Professional, 1991

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for the Age of the Never Satisfied Customer. Boston: Harvard Business Review Press, 1999. Melby, Caleb. The Zen of Steve Jobs. New York: Wiley, 2012. Moritz, Michael. The Little Kingdom: The Private Story of Apple Computer. New York: William Morrow & Co., 1984. Paik, Karen. To Infinity and Beyond: The Story of Pixar Animation

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, Stephen, and Gina Smith. iWoz: Computer Geek to Cult Icon: How I Invented the Personal Computer, Co-founded Apple, and Had Fun Doing It. New York: W. W. Norton & Company, 2007. Young, Jeffrey S. Steve Jobs: The Journey Is the Reward. New York: Scott Foresman Trade, 1987. Articles by the Author Schlender, Brenton

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: Apple Era Behind Him, Steve Jobs Tries Again, Using a New System.” Wall Street Journal, October 13, 1988. ———. “How Steve Jobs Linked Up with IBM.” Fortune, October 9, 1989. ———. “The Future of

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the PC: Steve Jobs and Bill Gates Talk About Tomorrow.” Fortune, August 26, 1991. ———. “What

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Rotten in Cupertino.” Fortune, March 3, 1997. ———. “The Three Faces of Steve.” Fortune, November 9, 1998. ———. “Apple’s One-Dollar-a-Year Man.” Fortune, January 24, 2000. ———. “Steve Jobs’ Apple Gets Way Cooler.” Fortune, January 24, 2000. ———. “Steve Jobs: Graying Prince of a Shrinking Kingdom.” Fortune, May 14, 2001. ———. “Pixar’s Fun House.” Fortune, July 23

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Does Steve Jobs Want?” Fortune, February 23, 2004. ———. “Incredible: The Man Who Built Pixar’s Innovation Machine.” Fortune, November 15

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, 2004. ———. “How Big Can Apple Get?” Fortune, February 21, 2005. ———. “Pixar’s Magic Man.” Fortune, May 17, 2006. ———. “Steve and Me: A Journalist Reminisces.” Fortune, October 25, 2011. ———. “The Lost Steve Jobs Tapes.” Fast Company, May 2012. Other Newspapers and Magazines BusinessWeek/BloombergBusinessweek Esquire Fast

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Times The New Yorker Newsweek San Francisco Chronicle San Jose Mercury News Time Wall Street Journal Wired Websites allaboutstevejobs.com apple.com apple-history.com Computer History Museum: www.computerhistory.org/atchm/steve-jobs/ cultofmac.com donmelton.com/2014/04/10/memories-of-steve/ everystevejobsvideo.com Fastcodesign.com, a Fast Company website that a

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MacWorld Boston, August 6, 1997: http://www.youtube.com/watch?v=PEHNrqPkefI Steve Jobs open letter “Thoughts on Flash,” explaining his reasoning for not allowing Adobe Corp.’s Flash media player software on the Apple iPhone: https://www.apple.com/hotnews/thoughts-on-flash/ stevejobsarchive.net U.S. Bureau of Economic Affairs, Annual Industry

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://www.vitsoe.com/us/about/dieter-rams; https://www.vitsoe.com/us/about/good-design Other Cupertino City Council video archive of Steve Jobs’s presentation of plans for a new Apple headquarters, June 7, 2011, http://www.cupertino.org/index.aspx?recordid=463&page=26. Dietz, Paul, and Darren Leigh. “DiamondTouch: A

After Steve: How Apple Became a Trillion-Dollar Company and Lost Its Soul

by Tripp Mickle  · 2 May 2022  · 535pp  · 149,752 words

, metal, and plastic appraised materials. Admittance was so tightly controlled that gaining badge access was considered one of the company’s highest honors. After Steve Jobs’s death, Apple’s high priest, Jony Ive, shuffled past the reception desk with a heaviness that added to his stocky frame. His hair, shaved to a

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where a small group evaluated every detail of the business from the development of new stores to the exploration of new product categories. Following Steve Jobs’s death, Apple’s king of commerce, Tim Cook, adjusted to leading the Monday meetings alone. When Jobs had tapped him to be CEO, Cook had envisioned

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a fortune. IN EARLY 1998, Petsch got a call from a headhunter who wanted to know if he’d be interested in running operations at Apple. Steve Jobs had recently returned to the company, and its top operations executive had left. He was eager to bring in someone who could help turn around

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maker, Compaq. Why would he give that up to join a company on the brink of bankruptcy? But Apple’s recruiters persisted: Won’t you at least meet Steve Jobs? Cook paused to think. Meet Steve Jobs? he thought. The man who created the whole personal computer industry? Why not? Cook agreed. Soon after, he

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reminded visitors of an artist’s studio. Ive began to work on the second version of the Newton, the company’s tablet. Apple CEO John Sculley, who had ousted Steve Jobs in 1985, billed it as the first handheld computer, a personal digital assistant that could send and receive faxes and emails, track

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attended his private memorial service. He knew better than anyone else how different Cook was from his predecessor. “Obviously, Apple has undergone a tremendous change, a big loss, with the death of Steve Jobs,” Mossberg said. “What did you learn from Steve as CEO and how are you changing things?” “I learned a

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Jobs, aimed to preserve secrecy, prevent leaks, and encourage mystery. The meeting that day was a major step toward answering the question that had dogged Apple since Steve Jobs’s death: What’s next? With a push from Ive, a team of engineers had spent about six months exploring what

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its stores. As it took off, the record producer turned entrepreneur, who was friendly with Steve Jobs, regularly urged the Apple CEO to buy Beats. Jobs turned him down twenty-five times, Iovine liked to say, before adding, “Apple will come around eventually.” That day, Iovine met with Cook and Cue in a sun

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as the lights dimmed and Cook strolled onto the stage to enthusiastic applause. The theater had been such an important part of Apple’s history. Some thirty years earlier, Steve Jobs had stood in the same spot and revealed the Mac, the company’s most enduring product line. The late CEO had returned

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, we love music,” he said. “And music is such an important part of our lives and our culture.” His words concealed what Apple had lost. A decade earlier, Steve Jobs had stalked the same stage and introduced the iTunes Music Store, where people could buy songs digitally. The innovative service had revolutionized music

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equity shares that he was due to earn as part of his compensation. Such an arrangement had become more common at Apple under Tim Cook. It was a contrast to Steve Jobs, who had punished deserters, refusing to rehire them and treating their departure like a scorned lover would. A month before he

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able to work with the president’s son-in-law and daughter, who were known Apple admirers. The trip to Washington contrasted with the approach of his predecessor. Steve Jobs had been antipolitical. He had believed that if Apple made great products, it would have more political and cultural influence. He had kept the

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request that participants not publicize that they were there. Before the event wrapped up, many of the actors and directors gathered across campus at the Steve Jobs Theater. Apple brought in the celebrity photographer Art Streiber, who often shot Vanity Fair’s multipage layouts of society’s most important people. He arranged a

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park with its fruit trees and meditation pool. He welcomed everyone and directed their attention to the video screens. An image of Steve Jobs appeared. The voice of the late Apple cofounder filled the interior of the shimmering corporate coliseum. “Man as a toolmaker has the ability to make a tool to amplify

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Lingling Wei. Superpower Showdown: How the Battle Between Trump and Xi Threatens a New Cold War. New York: Harper Business, 2020. Dormehl, Luke. The Apple Revolution: Steve Jobs, the Counter Culture and How the Crazy Ones Took Over the World. London: Virgin Books, 2012. Esslinger, Hartmut. Keep It Simple: The Early Design Years

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CEO of the Walt Disney Company. New York: Random House, 2019. Isaacson, Walter. Steve Jobs. New York: Simon & Schuster, 2011. Ive, Jony, Andrew Zuckerman, and Apple Inc. Designed by Apple in California. Cupertino, CA: Apple, 2016. Kahney, Leander. Jony Ive: The Genius Behind Apple’s Greatest Products. New York: Portfolio/Penguin, 2013. ———. Tim Cook: The Genius

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. Merchant, Brian. The One Device: The Secret History of the iPhone. New York: Back Bay Books, 2017. Moritz, Michael. Return to the Little Kingdom: How Apple & Steve Jobs Changed the World. New York: Overlook Press, 1984, 2009. Nathan, John. Sony: The Private Life. Boston: Houghton Mifflin Harcourt, 1999. Rams, Dieter. Less but Better

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://www.youtube.com/watch?v=ApnZTL-AspQ. Chapter 2: The Artist Staff called it the holy of holies: Walter Isaacson, Steve Jobs: description of the space, as well as interviews with Apple staff. Jony Ive grew up: Interviews about the family with friends and work colleagues of Mike Ive, including John Chapman, Richard

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could cut through all the junk and get down to the gist of the problem very quickly,” Professor Robert Bulfin said. Yukari Kane, Haunted Empire: Apple After Steve Jobs, 98. In 1982, Cook was inducted: Interview with Auburn University professor Sa’d Hamasha, who works with the honor society. When he returned to

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. The total was more than $1 million: Interview with Rick Devine, executive recruiter who found Cook. “There’s no way Apple”: Interview with executive recruiter Rick Devine, who recruited Cook for Steve Jobs. Chapter 4: Keep Him Jony Ive’s yellow Saab convertible: Interviews with Robert Brunner and Clive Grinyer. San Francisco hadn

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Inspiration for the iPod? Bang & Olufsen, Not Braun,” Fast Company, November 6, 2013, https://www.fastcompany.com/3016910/apples-inspiration-for-the-ipod-bang-olufsen-not-dieter-rams. They handed the ingredients: Isaacson, Steve Jobs; Tony Fadell told Isaacson that Ive had been given the product to “skin,” a turn of phrase meaning

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. Isaacson didn’t provide Jobs’s response or detail who had provided Ive’s quotes in this exchange. Ive kick-started the evaluation: Isaacson, Steve Jobs. Accompanied by Heather: “Apple Design Chief Jonathan Ive Is Knighted” (video), BBC, May 23, 2012, https://www.bbc.com/news/uk-18171093; Yukari Kane, Haunted Empire. Later

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Steve.” On occasion, Cook would get: Interviews with former senior Apple officials; Brent Schlender and Rick Tetzeli, Becoming Steve Jobs. “He knew how important”: Schlender and Tetzeli, Becoming Steve Jobs, 393. On a flight to Japan: Walter Isaacson, Steve Jobs. Jobs expected its forthcoming: Interviews with senior Apple executives, who credit the vision for this supply-chain maneuver

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Jeff Williams,” YouTube, May 17, 2017, https://www.youtube.com/watch?v=AZgULosw6cY. The CEO, Wendell Weeks: Isaacson, Steve Jobs. On an earnings call: “Apple Inc., Q1 2009 Earnings Call,” S&P Capital IQ, January 21, 2009, https://www.capitaliq.com/CIQDotNet/Transcripts/Detail.aspx?keyDevId=6156218&companyId=24937. Dubbed

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Minute Video,” YouTube, July 6, 2012, https://www.youtube.com/watch?v=eUAPHgiEniQ. The selection surprised some outsiders: Walter Isaacson, Steve Jobs. “He’s always been real smart”: Donna Riley-Lein, “Apple No. 2 Has Local Roots,” Independent, December 25, 2008. Knowing that Cook was a bachelor: Interview with Donna Riley-Lein. Cook

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, 2011, https://www.wsj.com/articles/SB10001424052970204394804577012161036609728. Not everyone was reassured: Tripp Mickle, “How Tim Cook Made Apple His Own,” Wall Street Journal, August 7, 2020, https://www.wsj.com/articles/tim-cook-apple-steve-jobs-trump-china-iphone-ipad-apps-smartphone-11596833902. “I knew what I needed to do”: Homecoming, “With Tim Cook

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Edition—Gold,” YouTube, August 13, 2015, https://www.youtube.com/watch?v=S-aEW0vWdT4. It reflected his philosophy: Walter Isaacson, Steve Jobs. With the watch: Anick Jesdanun, “Pick Your Apple Watch: 54 Combinations of case, band, size,” Associated Press, April 9, 2015, https://apnews.com/0cf0112b699a407e9fcc8286946949ff. In 2004, he had gone: Christina Passariello

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Vehicles Manufacturers, November 29, 2006, https://www.oica.net/wp-content/uploads/2007/06/oica-depliant-final.pdf. he had thought they made: Tom Relihan, “Steve Jobs Talks Consultants, Hiring, and Leaving Apple in Unearthed 1992 Talk,” MIT Sloan School of Management, May 10, 2018, https://mitsloan.mit.edu/ideas-made-to-matter

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/steve-jobs-talks-consultants-hiring-and-leaving-apple-unearthed-1992-talk. One night after work: “Tim Cook,” Charlie Rose, September 12, 2014, https://charlierose.com/videos/18663. As each one had arrived: Ben

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-00144feab7de. The tradition dated back: Nik Rawlinson, “History of Apple: The Story of Steve Jobs and the Company He Founded,” Macworld, April 25, 2017, https://www.macworld.co.uk/feature/history-of-apple-steve-jobs-mac-3606104/. Jeff Robbin, Apple’s vice president: Evan Minsker, “Trent Reznor Talks Apple Music: What His Involvement Is, What Sets It Apart

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style/2015/08/taylor-swift-cover-mario-testino-apple-music. Tim Cook led the faithful: Apple, “Apple—WWDC 2015,” YouTube, June 15, 2015, https://www.youtube.com/watch?v=_p8AsQhaVKI. A decade earlier: “Steve Jobs to Kick Off Apple’s Worldwide Developers Conference 2003,” Apple, May 8, 2003, https://www.apple.com/newsroom/2003/05/08Steve-Jobs-to

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-Kick-Off-Apples-Worldwide-Developers-Conference-2003/; “Apple Launches the iTunes Music Store,” Apple, April 28, 2003, https://www.apple.com/newsroom/2003/04/28Apple-Launches-the-iTunes-Music-Store/; Apple Novinky, “Steve Jobs Introduces iTunes

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11e5-bf7e-8a339b6f2164. Chapter 15: Accountants The family had been using: Walter Isaacson, Steve Jobs. Jobs had spent more: Walter Isaacson, Steve Jobs, 366. For Ive, who had consulted: Brad Stone and Adam Satariano, “Tim Cook Interview: The iPhone 6, the Apple Watch, and Remaking a Company’s Culture,” Bloomberg, September 18, 2014, https://www

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, June 27, 2019, https://www.theinformation.com/articles/before-departure-apples-jony-ive-faded-from-view. For the seats: Foster + Partners, “The Steve Jobs Theater at Apple Park,” fosterandpartners.com, September 15, 2017, https://www.fosterandpartners.com/news/archive/2017/09/the-steve-jobs-theater-at-apple-park/; Gordon Sorlini, “Full Leather Trim,” The Official Ferrari Magazine

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, March 29, 2021, https://www.ferrari.com/en-GM/magazine/articles/full-leather-trim-poltrona-frau-dashboards; Seung Lee, “Apple’s New Steve Jobs Theater Is Expected to Be a Major Reveal of Its Own,” Mercury News, September 11, 2017, https://www.mercurynews.com/2017/09/11

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/newsroom/2016/10/portrait-mode-now-available-on-iphone-7-plus-with-ios-101/. A year before his death: “Steve Jobs in 2010, at D8,” Apple Podcasts, https://podcasts.apple.com/us/podcast/steve-jobs-in-2010-at-d8/id529997900?i=1000116189688. The comedy site CollegeHumor: CollegeHumor, “The New iPhone Is Just Worse,” YouTube, September 8

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Spectrum, December 15, 2010, https://spectrum.ieee.org/in-the-politics-of-innovation-steve-jobs-shows-less-is-more. When Laurene Powell Jobs had tried: Walter Isaacson, Steve Jobs. Cook’s inbox overflowed: Interview with Tim Cook. “Apple is open”: Edward Moyer, “Apple’s Cook Takes Aim at Trump’s Immigration Ban,” CNET, January 28, 2017

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-ear-11570248040. Chapter 21: Not Working “There’s lots of ways”: Apple, “Apple Special Event, September 2017” (video) Apple Events, September 14, 2017, https://podcasts.apple.com/us/podcast/apple-special-event-september-2017/id275834665?i=1000430692674. In 1997, Jobs had rejected: Walter Isaacson, Steve Jobs. He led Abloh across: Nick Compton, “In the Loop: Jony Ive

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Street Journal, July 1, 2019. Epilogue In the months and years: Tripp Mickle, “How Tim Cook Made Apple His Own,” Wall Street Journal, August 7, 2020, https://www.wsj.com/articles/tim-cook-apple-steve-jobs-trump-china-iphone-ipad-apps-smartphone-11596833902. In an email: Email from Laurene Powell Jobs, March 25, 2021

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298 at Roberts Weaver, 32–33, 37 Rubinstein and, 81 Satzger and, 82–83 stamps drawn by, 30 Steve Jobs Theater opening, 358–59 supply chain scrutiny by, 76–78 thought of leaving Apple, 87–88 tribute to Jobs, 393–94, 395, 396 yellow Saab convertible and, 64 See also Jobs and Ive

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it at a Vanity Fair event in 2014. Kimberly White/Getty Images for Vanity Fair Tim Cook (left), shown here with Steve Jobs (center) and Apple chief marketer Phil Schiller (right), joined Apple in 1998 as Senior Vice President for Worldwide Operations, revolutionizing their inventory management and helping them improve profitability. David Paul Morris

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/Getty Images Jony Ive (left) and Steve Jobs (right) dreamed up many of Apple’s product designs together, including the 2001 iMac G4, which was inspired by a walk among the flowers in Jobs’s backyard in

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focus from selling more iPhones to selling more software and services. David Paul Morris/Bloomberg via Getty Images Apple spent an estimated $5 billion on its new campus, Apple Park, which was the last of Steve Jobs’s products. The distance across its circular interior is greater than the height of the Empire State

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seven years helping Foster + Partners design. Andreas Gursky/ARS, New York, Courtesy of The National Portrait Gallery, London In 2017, Tim Cook opened the Steve Jobs Theater on Apple’s new campus during an event where the company unveiled its tenth-anniversary iPhone. Xinhua/Alamy Live News About the Author TRIPP MICKLE is

Creative Selection: Inside Apple's Design Process During the Golden Age of Steve Jobs

by Ken Kocienda  · 3 Sep 2018  · 255pp  · 76,834 words

Creative Selection Inside Apple’s Design Process During the Golden Age of Steve Jobs Ken Kocienda St. Martin’s Press New York Begin Reading Table of Contents About the Author Copyright Page Thank you for buying this St. Martin

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book is about my fifteen years at Apple, my efforts to make great software while I was there, and the stories and observations I want to relate about those times. If you want to know what it was like to give a demo to Steve Jobs, or why the iPhone touchscreen keyboard turned

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laptop computers were still the company’s main products, and while the colorful iMac had been a notable success in reestablishing Apple as a design leader in high technology—Steve Jobs had been back for four years following his eleven-year exile—the company still sat below 5 percent share in a market

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conference room. If you ask me about the first iPad, I might refer to it as K48, the internal code name we developers used before Steve Jobs and the marketing department picked a real product name. Today, on the day I’m writing this introduction, hundreds of millions of people will use

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we were seeking. Therefore, our approach flowed from the work. This happened from the top down, stemming from the unquestioned authority and uncompromising vision of Steve Jobs, and it happened from the ground up, through the daily efforts of designers and programmers you’ve never heard of, people like me and my

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hallway until I stood outside of the conference room called Diplomacy. When the door opened, I would be invited in to give a demo to Steve Jobs. It was the late summer of 2009, and I was making software prototypes for a new product, an as-yet-unnamed tablet computer. A

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or motion toward anyone else in the room. It was my demo, and he wanted me to answer. And then something happened. Standing there, with Steve Jobs staring at me, waiting for me to respond to his question, I realized that I knew what to say, that I had an opinion. “Well

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minute. Didn’t Mac OS X have a web browser? Yes, it did. Microsoft Internet Explorer. A deal between Apple and Microsoft had brought Internet Explorer to the Mac four years earlier. Steve Jobs announced this arrangement in August 1997, on the same day he invited Bill Gates to appear by video feed

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own software company when in his early teens, attended Swarthmore for a couple years, then paused his studies to work a year at NeXT, Steve Jobs’s inter-Apple software company. After returning to NeXT upon graduating, he sometimes fielded requests directly from The Man, like the time Steve sent him to Japan

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and we were nine, a small web browser software team starting to hit its stride. By that time, word had come down the management chain. Steve Jobs himself had decided how he would judge our browser as a product. The focus would be on one thing: speed. Steve wanted our browser to

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customer-facing name for an Apple product. Scott Forstall and the marketing department asked the browser team for our name ideas, but I was so focused on getting the browser code done that I made only halfhearted suggestions, and now I can’t remember what they were. Steve Jobs had some name ideas

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Don and Richard many months earlier. Safari would be my first Apple product release, thrilling enough by itself, and then Don told me that the potential for thrills was ratcheting up. He would be attending the final rehearsals for the Steve Jobs keynote at Moscone Center in San Francisco and he invited me

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of clarity and perfection that we sought in our effort to make products at Apple. With his single-minded emphasis on the Power Sweep, and with the success the Packers enjoyed as a result, Vince Lombardi was the Steve Jobs of football coaches. Lombardi connected his words and his team’s actions in

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as much on the social side of my job as it did on the software side. 6 The Keyboard Derby At Apple, there was never much time to savor success. Steve Jobs explained this aspect of the company ethos in an interview with NBC Nightly News anchor Brian Williams, on the occasion of

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project got started, Scott and Henri starting plucking programmers from across the Apple software organization. All of us, including Henri and the HI team led by Greg Christie, reported to Scott, who, as always, had an inside line to Steve Jobs. We planned to build our phone software around a technology we called

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technology direction from an array of options. But Purple was different. The stakes were higher—Steve Jobs was watching obsessively. As a new hardware product with the potential to rival and cannibalize the sales of the hottest Apple product of the day, the iPod, there had been an intense competition to be at

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My omission of beauty is not a mistake. Making software and products appear beautiful, in the sense of being visually attractive, only goes so far. Steve Jobs once said, “Design is how it works.” In fact, this is my favorite thing I ever heard him say, and in the context he provided

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the names of some people at Apple who had experience building dictionaries and creating algorithms for text entry, but they weren’t disclosed on the Purple project, and there was no way to get them clued in on the big smartphone secret. Back in these times, Steve Jobs himself was still playing some

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my Apple career, never again did I spend a week of my time to make anything like that fifty-step Building the Lizard document I described in chapter 2. We didn’t have an imbalance between influence and involvement, where a senior leader might try to mimic the commanding role of Steve Jobs

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research departments sequestered from, and with a tenuous connection to, the designers and engineers responsible for creating and shipping the real products. Steve Jobs famously disbanded such an organization at Apple, the Advanced Technology Group, shortly after he reasserted control over the company in 1997. These kinds of anti-patterns can prevent creative

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why, I would say that our clarity of purpose kept us on track, in much the same way that Vince Lombardi won football games and Steve Jobs pushed us to make a speedy first version of Safari. Since our focus on making great products never wavered—if for no other reason than

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of a great product. Not only was the intersection freely discussed inside the company, but oddly for Apple, the discussion didn’t stop at the edge of the Cupertino campus. Steve Jobs told everyone what he thought about this topic himself, on stage, during the keynote presentation to announce the original iPad: The

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Yorker’s sigh—to express his $#!&% frustration that he couldn’t use the thing you handed him. Greg would be in the right too. Remember, Steve Jobs didn’t say products should thwart the user; he said products should “come to the user.” We expected the variance in the entire population would

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said to me, “Yeah, I see what you mean about Imran. He’s got charisma.” Charisma. Yeah, Imran had that. Yet, unlike Steve Jobs, the most famously charismatic person in Apple history, Imran never got in anybody’s face or dressed people down. Rather, he always spoke very softly. His manner drew you

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always exist in real product development, and at Apple, we went looking for them. My story in chapter 1 is an example. When I demoed two potential iPad keyboard layouts—the more-keys layout designed by Bas and the bigger-keys option I made—Steve Jobs realized we could eliminate the choice, reduce

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got closer to the Macworld keynote date, I thought we were done with big changes to the system. Then, in November, about six weeks before Steve Jobs stepped on stage to announce the iPhone to everyone, Scott Forstall told me to ditch the suggestion bar, the horizontal area immediately above the keyboard

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to build in the lead-up to the Black Slab Encounter Decisiveness, which means making tough choices and refusing to delay or procrastinate, as when Steve Jobs made me pick the better keyboard layout for the iPad on the spot while he waited rather than just offering the two different designs Bas

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six weeks after that, he was gone.1 Epilogue For many years, working at Apple gave me financial stability, acceptance from a group of talented colleagues, and a worldwide reach for my software. Steve Jobs provided his single-minded focus on making great products, and his vision motivated me. Everything clicked. In this

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my second edition of Programming Perl (“the camel book”) in many years, I keep it by my desk out of sheer love and nostalgia. 7. “Steve Jobs Announces the Microsoft Deal—Macworld Boston” (1997). YouTube: EverySteveJobsVideo. [Online]. Accessed November 12, 2017. This keynote was presented at Macworld Boston on August 6,

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Apple.” The advice was mostly wrong or dopey (“#1. Admit it. You’re out of the hardware game. . . . 24. Pay cartoonist Scott Adams $10 million to have Dilbert fall in love with a Performa repairwoman. . . . #73. Rename the company Papaya”), but it does turn out that #50 did the trick: “Give Steve Jobs

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Week, May 20, 2001. [Online]. Accessed November 13, 2017. https://www.bloomberg.com/news/articles/2001-05-20/commentary-sorry-steve-heres-why-apple-stores-wont-work 4. “Steve Jobs Introduces 12"–17" PowerBooks, iLife & Safari—Macworld SF” (2003). YouTube: EverySteveJobsVideo. [Online]. Accessed November 13, 2017. This keynote was presented at Macworld Expo

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, 2007, and issued December 23, 2008. This is the patent describing inertial scrolling. http://patft1.uspto.gov/netacgi/nph-Parser?patentnumber=7469381; Matt Brian, “The Apple Patent Steve Jobs Fought Hard to Protect, and His Connection to Its Inventor,” The Next Web, August 7, 2012. Accessed November 19, 2017. https://thenextweb.com

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/apple/2012/08/07/the-apple-patent-steve-jobs-fought-hard-to-protect-and-his-connection-with-its-inventor/ 3. “Crackberry,” Urban Dictionary. Accessed November 14, 2017. https://www.urbandictionary.com/define

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this notion appears to come from a book titled Leadership and the One Minute Manager by Ken Blanchard, published in 1985. 9. The Intersection 1. “Steve Jobs Introduces the Original iPhone at Macworld SF (2007),” YouTube: EverySteveJobsVideo. https://www.youtube.com/watch?v=-3gw1XddJuc. Accessed November 16, 2017. Cue to 21m45s

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the cue point isn’t forty-one minutes because copyrighted content was shown on keynote day that can’t be reproduced on YouTube. 2. “Steve Jobs Introduces Original iPad—Apple Special Event (2010),” YouTube: EverySteveJobsVideo. https://www.youtube.com/watch?v=_KN-5zmvjAo. Accessed November 16, 2017. This keynote was presented on January

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27, 2010, at the Yerba Buena Center for the Arts in San Francisco. Cue to 1h30m to hear Steve talk about the intersection. 3. Robert X. Cringely, Steve Jobs

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This Point 1. Apple Newsroom, “Steve Jobs Resigns as CEO of Apple,” August 24, 2011. https://www.apple.com/newsroom/2011/08/24Steve-Jobs-Resigns-as-CEO-of-Apple/. Accessed November 16, 2017. Apple Newsroom, “Letter from Steve Jobs,” August 24, 2011. https://www.apple.com/newsroom/2011/08/24Letter-from-Steve-Jobs/. Accessed November 16, 2017. Apple Newsroom, “Apple Media Advisory,” October 5

Jony Ive: The Genius Behind Apple's Greatest Products

by Leander Kahney  · 14 Nov 2013  · 363pp  · 94,139 words

he replaces I with we. A few months after our first encounter, I ran into him again at Apple’s Worldwide Developers Conference in June 2003. He stood to one side as Steve Jobs introduced the Power Mac G5, a powerful tower computer in a stunning aluminum case. Jony chatted with a

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.”3 By 1989, Lunar boasted a prestigious roster of clients and was flying high. The clients included Apple, which had Brunner working on several special projects, including an attempt to design a successor to Steve Jobs’s original Macintosh, now dated after four years on the market without major changes. (The project,

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still riding high. The company had grown from a tiny start-up in Steve Jobs’s garage to one of the largest companies in the fast-growing PC industry. Steve Jobs was no longer at Apple, having quit six years earlier, and was now trying very hard to make his new company, NeXT, a

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Pixar, was also struggling although, four years later, it released its first film, Toy Story, which became a blockbuster. Apple was being run by John Sculley, a former PepsiCo executive whom Steve Jobs had lured to the company with the immortal line: “Do you want to sell sugar water for the rest of

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brainchild. The choices Brunner made in setting it up were auspicious and they’d have a wide-ranging effect at Apple (that would be especially true after Steve Jobs’s subsequent return). Previously Apple had contracted most of its design to Frog Design, a full-service design consultancy run by Hartmut Esslinger, a hotshot

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would cost to use most other outside design firms, and much more expensive than running a small in-house design team. But Apple was stuck with a contract that Steve Jobs had negotiated with Esslinger in the early eighties, and couldn’t get out without paying a huge penalty. But money wasn’t

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had been one such parallel investigation, and several others unfolded with outside agencies like Lunar and IDEO. (This practice continues to this day at Apple, although both Jony and Steve Jobs avoided admitting it publicly.) The parallel design investigations also allowed the overworked design team to work with talented designers not on the

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the Twentieth Anniversary Macintosh, the new product was limited to a run of just twenty thousnd units. Apple unveiled it at Macworld in January 1997 and the first two units were given to Steve Jobs and Steve Wozniak, who had just returned to the company as advisers. To make it more memorable

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into dozens of different groups, each with its own agenda, which often conflicted. To make matters worse, Apple had become an experiment in extreme democracy. In reaction partly to the tyrannical ways of Steve Jobs, the company had transformed itself into a bottom-up, rather than a top-down organization. There had

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quit.”39 Before Jony could quit, Jon Rubinstein, his new boss, talked him out of it. Just recruited as Apple’s head of hardware (the same job he’d held working with Steve Jobs at NeXT), Rubinstein gave Jony a raise and told him, going forward, things would be different. “We told

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one year, and avoid having warehouses full of unsold machines that might have needed to be written off if they failed to sell. Inventing Steve Jobs, 1976 and After Jobs’s plan for Apple was more than a matter of B-school economics: He planned to make industrial design the centerpiece of

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the first distillation of Jobs’s design philosophy. Unfortunately, the Macintosh was the last product that Steve Jobs would see to market during his first tenure at Apple. About eighteen months after launching the Mac, in September 1985, Steve Jobs lost a boardroom power struggle. John Sculley, the ex-PepsiCo marketing executive Jobs himself had

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had another recollection: “I also remember telling the people I was with that you can never underestimate Steve Jobs and that if anybody can save Apple, it would be Jobs.”14 Despite his talk about returning Apple to a design-led company, Jobs didn’t immediately visit the ID studio. Brunner’s strategy

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capabilities,” said a former designer on the team. “I think that played a great role in how Steve Jobs coming back perceived the team and its capabilities.” When Jobs finally took a tour of Apple’s design studio, he was bowled over by the creativity and rigor he saw. The studio was

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its third consecutive profit since Jobs’s return; the $101 million exceeded everybody’s expectations and prompted a raft of Apple-is-back stories. A Rising Tide The iMac saved Apple and cemented Steve Jobs’s reputation as a technology seer and leading arbiter of consumer trends. Business, design, advertising, TV, movies and music

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information between the design group and the rest of the company, especially at the executive level. He worked very closely with Steve Jobs when he was alive—and now with Apple’s executives—to select what products to work on and what directions they should take. Nothing is done without his input,

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Jobs said. “This is gonna be so cool.”13 The Unveiling “We have something really exciting for you today,” said Steve Jobs on October, 23, 2001, at a special press event on Apple’s campus. Jobs had asked only a few dozen journalists to a product unveiling. The invite said simply, “Hint: It

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been a well-known young designer in Japan for years before coming to work at Apple. Traces of a Sony/Japanese influence have appeared in Nishibori’s work on Apple products since 2001, and Steve Jobs, Jony and other Apple designers had often expressed admiration for Japan’s minimalist aesthetic. In February and March

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defined by the display. There are just no distractions. —JONY IVE While Jony’s group was secretly working on the iPad, Steve Jobs was telling the public and press that Apple had no intention of releasing a tablet. “Tablets appeal to rich guys with plenty of other PCs and devices already,” he said

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started to eat into laptop sales and, by 2009, netbooks accounted for 20 percent of the laptop market. But Apple never seriously considered making one. “Netbooks aren’t better than anything,” Steve Jobs said at the time. “They’re just cheap laptops.”2 Nonetheless, the subject came up several times in executive

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produced didn’t feel like anything else. As Stringer put it, “It felt like a new object.” iPad Day On January 27, 2010, Steve Jobs went public with Apple’s newest game changer. He announced the iPad at the Yerba Buena Center for the Arts in San Francisco, positioning it as a device

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2010. “As far as the eye can see.”7 Unibody Today The unibody process is revolutionizing high-tech manufacturing. At Apple, the move toward robot workflow has, in a sense, revived Steve Jobs’s long-cherished dream once manifested in his 1980s Macintosh factory in the Bay Area with its automated production line

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its lack of a recycling program and its use of a host of toxic chemicals in its manufacturing processes. Steve Jobs dismissed the charges at first but, in 2007, announced a total overhaul of Apple’s environmental practices. Since then the company has improved its environmental profile, reducing toxins in manufacturing, including

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could transplant me and this design group to another place and we wouldn’t work at all,” he said.6 • • • On August 24, 2011, Apple announced that Steve Jobs was resigning as CEO, but would remain with the company as chairman of the board. Tim Cook officially took over the day-to-day

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emaciated during his few public appearances that year. Even in the face of such a harsh reality, however, everyone found it difficult to imagine an Apple without Steve Jobs. Many pundits weighed in, arguing that Jony should take over. He had a public profile (Cook did not) because of all the promotional videos

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all that we have learned from you and for all that we will continue to learn from each other, thank you Steve.’” Apple’s Fortunes Magnify The day before Steve Jobs died, Cook debuted the iPhone 4s at the Yerba Buena Center for the Arts in San Francisco. There was an empty seat

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“a beautiful old Leica camera.”10 By all appearances, Jony remains committed to Apple, despite occasional rumors to the contrary. He’s also reportedly working on a monograph of his work at Apple. Apple Carries On Even without Steve Jobs at hand to challenge him, Jony in 2012 remained a busy and engaged man

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Mac from frog design is the precursor to the iMac, and a good example of the Snow White design language. Steve Jobs was working on it when he quit/was fired from Apple in 1985. Frog design’s Snow White aesthetic was so influential it set the design language for a generation of

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Rubinstein, head of engineering, with some multicolored iMacs, the first product to bring fashion to computers. Associated Press/Susan Ragan Almost as soon as Steve Jobs returned to Apple in 1997, he formed a deep and productive bond with Jony. The pair shared a fascination with and delight in products and design. This

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polytechnic-graduate-design-genius.html, last modified, March 19, 2013. 15. Clive Grinyer, History, http://www.clivegrinyer.com/history.html. 16. Luke Dormehl, The Apple Revolution: Steve Jobs, the Counter Culture and How the Crazy Ones Took Over the World (Random House, 2012), Kindle edition. 17. Interview with Clive Gryiner, January 2013. 18

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2013 10. Interview with Clive Grinyer, January 2012. 11. Ibid. 12. Documents provided by Martin Darbyshire, May 2013. 13. Ibid. 14. Luke Dormehl, The Apple Revolution: Steve Jobs, the Counter Culture and How the Crazy Ones Took Over the World (Random House, 2012), Kindle edition. 15. Interview with Paul Rodgers, October 2012. 16

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-is-longtime-designer-Ive/50150410/1, updated 8/26/2011. 39. Isaacon, Steve Jobs, Kindle edition. 40. Interview with Jon Rubinstein, October 2012. CHAPTER 5 Jobs Returns to Apple 1. Walter Isaacson, Steve Jobs (Simon & Schuster, 2011), Kindle edition. 2. Steve Jobs at Apple’s Worldwide Developers Conference 1998, video, http://www.youtube.com/watch?v=YJGcJgpOU9w.

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San Francisco Chronicle, http://www.sfgate.com/homeandgarden/article/Collectors-give-80s-postmodernist-design-2nd-look-2517937.php, January 15, 2012. 12. Andy Reinhardt, “Steve Jobs on Apple’s Resurgence: Not a One-Man Show,”Businessweek, http://www.businessweek.com/bwdaily/dnflash/may1998/nf80512d.htm, May 12, 1998. 13. Bill Buxton, Sketching User

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2012. 33. Interview with Doug Satzger, January 2013. 34. Isaacson, Steve Jobs, Kindle edition. 35. Apple brochure from 1977, noted in Walter Isaacson, Steve Jobs. 36. David Kirkpatrick, reporter associate Tyler Maroney, “The Second Coming of Apple Through a Magical Fusion of Man—Steve Jobs—and Company, Apple Is Becoming Itself Again: The Little Anticompany That Could,” Fortune, http

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,299 PC: A Combination of Techno-Lust and Fashion Envy; It’ll Be Available in 90 Days,” San Jose Mercury News, May 7, 1998. 50. Steve Jobs, Apple Special Event, introduction of the iMac, May 6, 1998. http://www.youtube.com/watch?v=oxwmF0OJ0vg. 51. Interview with Doug Satzger, January 2013. 52.

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,00.html, October 16, 2005. 2. Interview with Doug Satzger, January 2013. 3. Walter Isaacson, Steve Jobs (Simon & Schuster, 2011), Kindle edition. 4. Interview with a former Apple executive, December 2012. 5. Phil Schiller testimony during Apple v. Samsung trial, trial transcript online at Groklaw (but behind paywall). 6. Interview with a former

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Years of the iPod,” The Guardian (UK), http://www.guardian.co.uk/technology/2011/mar/18/death-ipod-apple-music, March 17, 2011. CHAPTER 9 Manufacturing, Materials and Other Matters 1. Walter Isaacson, Steve Jobs (Simon & Schuster, 2011), Kindle edition. 2. Ibid. 3. Garry Barker, “The i of the Beholder,” interview with

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San Francisco Chronicle, January 8, 2002. 5. Ibid. 6. Barker, “The i of the Beholder.” 7. Isaacson, Steve Jobs, Kindle edition. 8. Apple iMac G4 , 2011, video, http://www.youtube.com/watch?v=0Ky_vxFBeJ8 9. “Apple Takes a Bold New Byte at iMac,” New Zealand Herald, http://www.nzherald.co.nz/technology/news

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.innovation.rca.ac.uk/cms/files/Innovate6.pdf 26. Phil Schiller, Apple v. Samsung trial testimony. 27. Isaacson, Steve Jobs, Kindle Edition. 28. Apple Press info, “Tim Cook Named COO of Apple,” http://www.apple.com/pr/library/2005/10/14Tim-Cook-Named-COO-of-Apple.html, October 14, 2005. 29. Interview with Jon Rubinstein, October

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Satzger, January 2013. 34. Walter Isaacson, Steve Jobs, Kindle edition 35. Ibid. CHAPTER 10 The iPhone 1. Walter Isaacson, Steve Jobs (Simon & Schuster) Kindle Edition. 2. Ibid. 3. Ibid. 4. John Paczkowski, “Apple CEO Steve Jobs Live at D8,” http://allthingsd.com/20100601/steve-jobs-session/, June 1, 2010. 5. Scott Forstall, Apple v. Samsung trial testimony. 6. Ibid.

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http://www.theverge.com/2012/4/30/2987892/on-the-verge-episode-005-tony-fadell-and-chris-grant. 9. Isaacson, Steve Jobs, Kindle Edition. 10. Scott Forstall testimony at Apple v. Samsung trial. 11. Apple v. Samsung trial, deposition of Jonathan Ive, 12. Ibid. 13. Ibid. 14. Ibid. 15. Charles Duhigg and Keith

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the World,” Gigaom.com, http://gigaom.com/2010/01/26/alan-kay-with-the-tablet-apple-will-rule-the-world/. CHAPTER 11 The iPad 1. Walter Isaacson, Steve Jobs (Simon & Schuster, 2011), Kindle edition. 2. Brian Heater, “Steve Jobs Shows No Love for Netbooks,” http://www.pcmag.com/article2/0,2817,2358514,00.asp,

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January 28, 2010. 3. Isaacson, Steve Jobs, Kindle edition. 4. Ibid. 5. Apple v. Samsung trial, testimony of Christopher Stringer. 6. Charles Arthur, “Netbooks Plummet While Tablets and Smartphones Soar, says Canalys,” The Guardian, http://www.guardian.co

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12. Interview with Kyle Wiens, June 2013. 13. Interview with Doug Satzger, January 2013. CHAPTER 13 Apple’s MVP 1. Walter Isaacson, Steve Jobs (Simon & Schuster, 2011), Kindle edition. 2. Ibid. 3. Ibid. 4. Jemima Kiss, “Apple’s Worst Nightmare: Is Jonathan Ive to Leave?” http://www.theguardian.com/technology/pda/2011/feb/28

Digital Wars: Apple, Google, Microsoft and the Battle for the Internet

by Charles Arthur  · 3 Mar 2012  · 390pp  · 114,538 words

com © Charles Arthur, 2012, 2014 E-ISBN 978 0 7494 7204 7 Full imprint details Contents Introduction 01 1998 Bill Gates and Microsoft Steve Jobs and Apple Bill Gates and Steve Jobs Larry Page, Sergey Brin and Google Internet search Capital thinking 02 Microsoft antitrust Steve Ballmer The antitrust trial The outcome of the trial

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could run a browser, and you’d be able to do everything for which you presently needed a PC. Steve Jobs and Apple Microsoft had reached the pinnacle by besting Apple – the company co-founded by Steve Jobs, a charming, brilliant, tempestuous, iconoclastic, unique businessman who had been thrown out of it in 1985 but returned

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of technology by investing in Apple’s future. Gates wasn’t taken in – though he did agree to buy $150 million of non-voting stock and to continue developing Office for the Mac. Afterwards, says Alan Deutschman, who recounted the tale in The Second Coming of Steve Jobs, about his return, Gates

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designing everything yourself – the hardware and the software – was simply laughable. Management theory said you couldn’t. Windows was the proof. Steve Jobs knew it, of course. As one former Apple employee told me, about being in a meeting with Cook: ‘He said that, “If you’ve lost the battle, one way to

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on Windows, and let Microsoft handle them using its DirectX system. If it did, Microsoft would stop putting obstacles in the way of Apple’s QuickTime on Windows. Steve Jobs, who was at the meeting in June 1998, rejected the idea because it would limit the ability for third parties to develop content

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calculated that the choice generated an extra $200 million in revenue annually. Inside Apple, Bowman would have been at home; the argument over the web border width would have been made on aesthetic grounds (and ultimately probably by Steve Jobs). But Google’s aspiration is about scale: reaching the largest possible number of

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small company whose glory days were behind it and which was struggling to compete with Microsoft. Yes, they explained to their backers: their choice was Steve Jobs. He, however, indicated non-availability. The search continued. Eventually it ended in March 2001 when they hired Eric Schmidt. Born in April 1955, he

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its PCs, only the size of Microsoft kept Bing afloat. Search is not what John Sculley, the marketing man who was recruited by Steve Jobs from Pepsi to run Apple, would describe as a ‘necktie thing’. Sculley’s expertise was in a market where there was no truly appreciable difference between the two

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three, Apple is the most top-down in organization, even while the developers who write the code have the most influence over what will happen. ‘The developers worked with a manager to work out which direction the software should develop, but we also had a pretty heavy influence from Steve Jobs as well

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downloads was hit within the first week, making Apple at once the biggest legally sanctioned music download site in the United States and the world. Within a month, 3 million songs had been downloaded. Celebrity marketing One thing made music significantly different to Steve Jobs than any other element of human enterprise: he

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that Apple had sold more than 8 million iPods in each of the first three quarters of 2006– Allard sought to rally the troops. In October 2006 he sent an e-mail to the team – now 230-strong – working on the Zune, with a link to a YouTube video of Steve Jobs discussing

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anything out there until it is perfected.36 Ballmer didn’t see it that way. Interviewed by CNBC Business News in January 2007, just after Steve Jobs had completely shaken up the smartphone business by announcing the iPhone, Steve Ballmer was asked about the Zune’s sales performance. Having suggested ‘synergy

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through being kept relevant and visible online. In fact, they even managed to achieve an amnesty of sorts. In June 2011, Steve Jobs announced a new paid service as part of Apple’s free ‘iCloud’ service, which would synchronize documents and data across devices. For $25 per year, iTunes Match would search

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run their phones. The fact that it would have Google search baked into it was just incidental. ROKR and a hard place In January 2004, Steve Jobs called Ed Zander, Motorola’s newly installed chief executive; the two had met when Zander was at Sun Microsystems. Jobs suggested a tie-up:

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demands. Somehow, it all came good. After more than 100 prototypes had been built and tested competitively against each other, on Tuesday 9 January 2007 Steve Jobs took to the stage in San Francisco. Anticipating the announcement (whose name now felt all but certain: iMac, iPod, iPhone), scores of journalists had

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write Cocoa [the programming language used to create programs on Apple’s Macintosh computers] apps.32 The first formal request to develop third-party iPhone software was logged before Jobs finished his original iPhone presentation in January, Drance says. In June, Steve Jobs said he’d found a way to do it. At

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On phones using far less powerful processors, a lock-up or crash would be calamitous, and a terrible user experience (especially for the ur-user Steve Jobs). Also, a company making its first phone wanted to avoid battery-draining programs. Flash could be included in the iPhone only if it abruptly became

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– it was, to say the least, troubling. At worst, it could be life-threatening. Nor was Apple unaware of the threat that Android posed to its own nascent business. Vogelstein’s account suggests that Steve Jobs initially thought that his good relationship with Larry Page, Eric Schmidt and Vic Gundotra – the latter coordinating

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it into a slimline fighter in an entirely new world. In some ways, Elop’s task in September 2010 was like that facing Steve Jobs on his return to Apple in 1996, except that he was taking over the market leader, which was still supremely profitable. The trouble was that it was rapidly

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problems, including another writeoff, this time of $267 million on its older BB7 handsets. Thorsten Heins, the chief operations officer (equivalent to Tim Cook under Steve Jobs) who had taken over from Balsillie and Lazaridis in January 2012, announced that it would in future focus on its ‘core strengths’. Balsillie resigned from

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s bottom line. Ballmer told Allard he would think about it. Still, he didn’t like the idea of Steve Jobs stealing his tablet thunder, and in the week ahead of the Apple announcement he used his spot at the keynote speech of the Consumer Electronics Show (CES) in January to imply that

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developed wide and deep connections inside and around Apple), responded: ‘The hype isn’t about Apple possibly unveiling the first tablet computing device; it’s about Apple possibly unveiling the first great one.’5 Third category A few weeks later, with CES all but forgotten, Steve Jobs took the stage at the Yerba Buena Center

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one of Microsoft’s own Surface RT tablets. Why? ‘The salesman told me it would run iTunes,’ he complained. ‘It doesn’t.’ The software that Steve Jobs had hesitated about, iTunes for Windows, was now on hundreds of millions of computers, and turning out to be a serious stumbling block for Microsoft

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of looking at things.’ According to Fred Vogelstein, writing in his book Dogfight, when Steve Jobs showed off the iPhone in January 2007, Apple didn’t actually have a production line to make them. Supply chain experts looked at Apple’s attempts to move into this new field with interest. They knew that – contrary

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western standards was poorly paid. Apple was, in effect, the victim of its own exceptionalism – and the PR image it had built of a brand where all was good. The idea of workers dying to make an iPhone jarred with its smooth lines in the adverts. Steve Jobs did respond publicly in June

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Mike Daisey began a tour of his one-man production called ‘The Agony and Ecstasy of Steve Jobs’. Daisey’s production revolved around a mesmerising tale he told of having visited China, gone to factories making Apple products, and of encountering workers who had been poisoned by n-hexane – an acetone-like

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of Daisey’s recounting of his performance. It was a powerful, withering description of abuse. As chief executive, Cook, however, showed a different touch from Steve Jobs, who was never pictured or even reported visiting the huge factories where workers laboured under artificial light for hours on end making identical products for

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everywhere – enabled by smartphones. Chapter Eight 2011 On 9 August 2011, Apple’s market capitalization briefly rose to $341.5 billion, edging it just ahead of Exxon, until that morning the highest-valued company in the world. The company Steve Jobs had co-created putting together computers, the one that Michael Dell had

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Epilogue The age of uncertainty Steve Jobs was dead; that much was certain. But at the start of 2014, over two years after he had died, the certainties of the technology business seemed to be in upheaval. In 1998, when Google became a company, the three companies – Microsoft, Apple and Google – had appeared

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full-interview-transcript/63295 5 Alan Deutschman (2000) The Second Coming of Steve Jobs, Broadway Books, New York. 6 http://onstartups.com/tabid/3339/bid/58082/16-Brilliant-Insights-From-Steve-Jobs-Keynote-Circa-1997.aspx 7 http://www.zdnet.com/news/jobs-apple-still-on-right-track/99946 8 http://news.cnet.com/Dell

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.htm 46 http://www.nytimes.com/2006/12/09/technology/09msn.html Chapter Four Digital music: Apple versus Microsoft 1 http://www.theregister.co.uk/2000/12/06/apple_to_fall_into/ 2 Walter Isaacson (2011) Steve Jobs, Little, Brown, London. 3 Private conversation with Gayle Laakmann. 4 http://www.wired.com/gadgets/

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com/2006/11/29/Zune-takes-2-spot-in-retail-launch-week/ 36 http://www.cultofmac.com/john-sculley-on-steve-jobs-the-full-interview-transcript/63295 37 http://macdailynews.com/2007/01/17/microsoft_ceo_ballmer_laughs_at_apple_iphone/ 38 Private conversation with Paul Griffin. 39 http://seekingalpha.com/article/150291

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html 16 http://www.european-rhetoric.com/analyses/ikeynote-analysis-iphone/transcript-2007/ 17 http://www.engadget.com/2007/01/09/live-from-macworld-2007-steve-jobs-keynote/ 18 Private conversation with Matt Drance. 19 http://www.theaustralian.com.au/australian-it/exec-tech/is-this-the-future-of-mobiles/story-e6frgazf

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://www.nytimes.com/2007/07/30/technology/30gates.html?pagewanted=2&_r=1&ref=business 31 http://macdailynews.com/2007/01/11/newsweeks_levy_interviews_apple_ceo_steve_jobs_about_iphone/ 32 Private conversation with Matt Drance. 33 http://www.youtube.com/watch?v=vKKISOnOCaw, from 0:50. 34 http://daringfireball.net/

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http://www.asymco.com/2011/06/02/does-the-phone-market-forgive-failure/ 46 http://online.wsj.com/article/SB10001424052748703561604576150502994792270.html 47 Walter Isaacson (2011) Steve Jobs, Little, Brown, London. 48 http://techcrunch.com/2011/09/28/microsoft-samsung-extortion-google/ 49 http://www.sec.gov/Archives/edgar/data/1495569/000119312511246952/

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.com/archives/2000/b3675033.arc.htm 3 http://www.nytimes.com/2010/02/04/opinion/04brass.html?_r=1&pagewanted=print 4 Walter Isaacson (2011) Steve Jobs, Little, Brown, London. 5 http://daringfireball.net/2010/01/the_original_tablet 6 http://www.fool.com/investing/general/2010/03/11/hp-and

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Search: How Google and its rivals rewrote the rules of business and transformed our culture, Nicholas Brealey, London Deutschman, Alan (2000) The Second Coming of Steve Jobs, Broadway Books, New York Edwards, Douglas (2011) I’m Feeling Lucky: The confessions of Google employee number 59, Allen Lane, London Elliot, Jay (2011)

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Foley, Mary Jo (2008) Microsoft 2.0: How Microsoft plans to stay relevant in the post-Gates era, John Wiley, Hoboken, NJ Isaacson, Walter (2011) Steve Jobs, Little, Brown, London Kirkpatrick, David (2010) The Facebook Effect: The inside story of the company that is connecting the world, Simon & Schuster, New York Levis

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(i), (ii), (iii), (iv) Gartner (i), (ii), (iii), (iv), (v), (vi), (vii), (viii), (ix), (x), (xi) Gates, Bill (i), (ii), (iii) SPOT watch (i) and Steve Jobs (i), (ii), (iii) see also Ballmer, Steve; Microsoft; Sculley, John Gateway (i), (ii) Gemmell, Matt (i) Ghemawat, Sanjay (i) Gibbons, Tom (i) Gilligan, Amy K

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) Schmitz, Rob (i) Schoeben, Rob (i) Schofield, Jack (i) Sculley, John (i), (ii), (iii), (iv), (v), (vi) Search (i) SEC (i), (ii) Second Coming of Steve Jobs, The (i) Sega (i) Shaw, Frank (i) Siemens (i) Sigman, Stan (i), (ii), (iii), (iv) Silverstein, Craig (i) Sinofsky, Steven (i), (ii), (iii), (iv), (

Samsung Rising: The Inside Story of the South Korean Giant That Set Out to Beat Apple and Conquer Tech

by Geoffrey Cain  · 15 Mar 2020  · 540pp  · 119,731 words

Samsung’s semiconductors unit from 2004 to 2008, and chief technology officer of Samsung Electronics from 2008 to 2010. Hwang made a key deal with Apple’s Steve Jobs in 2005 to supply chips for the iPod and later the iPhone, spurring Samsung’s explosive growth. Choi Gee-sung (G.S. Choi).

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Korea for Time, and Samsung had invited me to come in so it could make an urgent case in its defense against Apple. Three months earlier, in April 2011, Steve Jobs had initiated a slew of lawsuits accusing Samsung of “slavishly” copying the iPhone and iPad, demanding $2.5 billion in damages.

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. said, pointing to the fact that Samsung had registered far more patents in the United States than Apple. In fact, D.J. said, Samsung was the inventor of a multitude of hardware technologies. Steve Jobs had elected to use these technologies in the guts of the iPhone; Samsung’s chips, in fact

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not invent the smartphone, a product category dominated by BlackBerry. It was inspired by other companies to disrupt the industry. Steve Jobs was an admirer of Sony and its corporate culture. Apple designers borrowed Sony designs that changed the direction of the iPhone. Pulling together a thread of ideas and technologies that

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“I am talking to you on a phone right now that Apple just copied,” Brian Wallace, Samsung’s former vice president for strategic marketing, told me years later. “I’ve got a Note Edge. It’s a giant fuckin’ phone that Steve Jobs, to his dying breath, made fun of. Who was right

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Japanese and later South Korean corporations. By 1995, there would be no American-owned television manufacturer left. * * * — IN NOVEMBER 1983 TWENTY-EIGHT-YEAR-OLD Steve Jobs arrived in South Korea. He was greeted by smokestacks and factory workers who wore Samsung company uniforms and lapel pins, employees who would not hesitate

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admitted. “But so is Apple. The Samsung Man is just a stereotype,” he said. “It’s not the company I see.” Samsung hates it when journalists draw comparisons between Samsung company practices and North Korea, even though such comparisons are fairly common among Samsung employees themselves. Steve Jobs had his own cult

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among its Silicon Valley peers. Nor does the company have Silicon Valley’s rebellious, counterculture origins. There is no marijuana-smoking college-dropout equivalent of Steve Jobs; there is no mischievous Mark Zuckerberg, ranking co-eds on his dorm room website. There is no flamboyant engineer like Sony’s Akio Morita,

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the descendants of the renowned school of Bauhaus designers, the German movement that unified arts, craft, and technology with its simplicity, and that influenced Steve Jobs and Jony Ive, among others. Gordon had spent years creating IBM’s famed Watson Center, along with sleek products and buildings for Siemens and Mobil

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, the president of Samsung’s semiconductor and memory business, traveled with two fellow executives to Palo Alto, to the home of Steve Jobs. “I met him with the solution to Apple’s life-or-death problem hidden deep in my pocket,” Hwang wrote. In the course of their meeting, he pulled out

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announcement. The new iPhone booted up fine. But when the engineers tried to push the system, it crashed due to an unknown flaw. Steve Jobs declared an emergency. Apple’s engineers sat down with Samsung’s team to look for ways to get more bandwidth from the chips. In the end, the

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come into existence as quickly as it did—an Apple engineer admitted it wouldn’t have been released on the time frame Apple had set if it hadn’t been for Samsung’s scorching speed in creating the semiconductor chip for the phone. Steve Jobs was grateful to his South Korean partners. For

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, and “Captivate” by AT&T. Apple, meanwhile, had a single phone on the market. One. As a result, the name “iPhone” conjured up a cohesive image among consumers and craftsmen, creatives and hipsters. “Galaxy” was the second-moving wannabe with no cohesive brand. Steve Jobs was livid when Samsung released its smartphone

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. It’s just a table, some prototype phone and literally on the table looking at me, I kid you not, they had a picture of Steve Jobs,” he said. Sohn sat there for ten minutes thinking, What the hell is going on? “Then the door opens and Dale walks in. Doesn

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a number of areas. The problem was that Samsung, up to this point, was not attempting to tell a story. Apple was commanding the narrative: It had the cult of Steve Jobs, a massive following, and glowing media coverage, and it had unleashed a barrage of aggressive legal action arguing that Samsung

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narrative? What if its Android phones were actually the smart person’s alternative to the iPhone, and Steve Jobs’s worshippers were the mindless followers? What if Apple’s lawsuit vindicated Samsung? What if Apple had patented something as silly as a black rectangle with rounded edges out of desperation, attempting to bully

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crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes, the ones who see things differently,” a recording of Steve Jobs called out at his memorial. The only Asian executive invited to the memorial service was Samsung heir Jay Y. Lee. Michael Pennington, vice president for

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and yell,” as a team member put it. Samsung executives in Seoul didn’t want to anger Apple, as it was such an important customer. But in the face of the Apple lawsuit and Steve Jobs’s death, Samsung’s reluctance to act was increasingly hurting it in building its consumer brand in

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Korea…not to be number one in the U.S.,” Brian Wallace said. It was as if “Steve Jobs had gone to Paris and couldn’t understand why Apple was losing market share in France.” The team turned to a consultant named Joe Crump, senior vice president for strategy and planning at

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well in the UK, Japan, and South Korea. * * * — ON THE MORNING OF September 12, 2012, Apple CEO Tim Cook took the stage in Cupertino for his first product launch as successor to the late Steve Jobs. “Today we’re taking it to the next level,” he said. After years of waiting to

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Universal globe outside the entrance to attend a one-on-one meeting with Rob Wells, president of the global digital business. Frustrated with Apple in the year after Steve Jobs’s death, Wells told T.J. that Jobs was “ruthless,” “cutthroat,” and “a bully.” But a former Universal Music Group executive also

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July 18, 2011. inspired by the Korean craft: Kohn Pederson Fox, “Samsung Seocho,” no date, https://www.kpf.com/​projects/​samsung-seocho. Steve Jobs had initiated a slew: Florian Mueller, “List of 50+ Apple-Samsung Lawsuits in 10 Countries,” FOSS Patents, April 28, 2012, http://www.fosspatents.com/​2012/​04/​list-of-50

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: Galaxy marketer, interview by the author, November 8, 2016. “We strongly believe we have”: D.J. Koh, interview by the author, July 21, 2011. Steve Jobs had elected to use: Brian Merchant, The One Device: The Secret History of iPhone (New York: Hachette Book Group, 2017), p. 363. In August 2012

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.1153862; Mari Saito and Maki Shiraki, “Samsung Triumphs Over Apple in Japan Patent Case,” Reuters, August 31, 2012, https://in.reuters.com/​article/​us-apple-samsung-japan/​samsung-wins-over-apple-in-japan-patent-case-idINBRE87U05R20120831. Steve Jobs was an admirer of Sony: Leander Kahney, “Steve Jobs’ Sony Envy [Sculley Interview],” Cult of Mac, October 14

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, 2010, https://www.cultofmac.com/​63316/​steve-jobs-sony-envy-sculley-interview/. Apple designers borrowed: Christina Bonnington, “Apple v. Samsung: 5 Surprising

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Google Went to War and Started a Revolution (New York: Sarah Crichton Books, 2013), p. 172. calling their larger phones “Hummers”: Chris Ziegler, “Apple’s Steve Jobs: ‘No One’s Going to Buy’ a Big Phone,” Engadget, July 16, 2010, https://www.engadget.com/​2010/​07/​16/​jobs-no-ones-going-to

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. But that didn’t deter Jobs: Alan Kay, “American Computer Pioneer Alan Kay’s Concept, the Dynabook, Was Published in 1972. How Come Steve Jobs and Apple iPad Get the Credit for Tablet Invention?” Quora, April 21, 2019, https://www.quora.com/​American-computer-pioneer-Alan-Kay-s-concept-the-Dynabook-was

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-published-in-1972-How-come-Steve-Jobs-and-Apple-iPad-get-the-credit-for-tablet-invention/​answer/​Alan-Kay-11. would need to be portable: Jay Elliot, interview by the author, January 9

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p. 362. the transistor count in each chip: Ibid., pp. 153–54. it crashed due to an unknown: Ibid., p. 362. “This is a day”: “Steve Jobs Introducing the iPhone at Macworld 2007,” posted by YouTube user superapple4ever on January 9, 2007, https://www.youtube.com/​watch?v=x7qPAY9JqE4. the iPhone would

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samsung-galaxy-s-known-as-vibrant-captivate-and-fascin-5574325. “thermonuclear war”: Walter Isaacson, Steve Jobs (New York: Simon & Schuster, 2011), p. 512. wary of endangering the relationship: Poornima Gupta, Miyoung Kim, and Dan Levine, “How the Apple-Samsung War Is Completely Different Than Any Other Tech Rivalry in History,” Reuters, February

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, October 5, 2011 (online version published a day earlier under a different title), https://www.nytimes.com/​2011/​10/​06/​business/​steve-jobs-of-apple-dies-at-56.html. “Outside the flagship Apple store”: Matt Richtel, “Jobs’s Death Draws Outpouring of Grief and Tributes,” The New York Times, October 5, 2011, https

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of Jobs’s death: Brian X. Chen, “Samsung Saw Death of Apple’s Jobs as a Time to Attack,” The New York Times, April 16, 2014, https://bits.blogs.nytimes.com/​2014/​04/​16/​samsung-saw-death-of-steve-jobs-as-a-time-to-attack/. briefly held back: Former Galaxy marketer, email

Apple in China: The Capture of the World's Greatest Company

by Patrick McGee  · 13 May 2025  · 377pp  · 138,306 words

manufactured its own computers. It operated major factories in California and Colorado, Ireland, and Singapore. Shortly before Steve Jobs returned to the company in 1997, Apple began to abandon this strategy, though, in favor of offshoring its production to contract manufacturers. Production initially moved to South Korea and Taiwan, and then

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“low wages, low welfare, and low human rights.” These operations played such a salient role in Apple’s success that by 2011 the unassuming character behind them, chief operating officer Tim Cook, was handpicked by Steve Jobs to succeed him as CEO. Cook, unlike Jobs, wasn’t a charismatic leader or a product

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capitalist thing in the world, survives on the basis of a country that has Communist in its title.” In the years after Steve Jobs’s death, Dediu argued that maintaining Apple’s team, its culture, was paramount. “But today, what keeps Tim Cook up at night is China,” he says. “The China thing

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, and was sitting on mountains of unsold inventory. The list of what had gone wrong at Apple was long, the missteps many. One venture capitalist said, “Apple’s management ought to be tried for war crimes.” Steve Jobs would pin the blame on John Sculley, his handpicked CEO who, after a feud, ousted Jobs

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insight set into motion the action that would get him sacked, even as it saved the company. He brought back Steve Jobs. The Wilderness Years That Jobs would end up back at Apple and orchestrate the greatest corporate turnaround ever looks fantastical from the perspective of just four years earlier, in 1993. In

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arbitrary. His perfectionist tendencies could lead to breakdowns rather than breakthroughs. Jobs’s biographers would later call NeXT “the full, unfortunate blooming of Steve Jobs’s worst tendencies at Apple.” By February 1993 it was a conspicuous flop. NeXT had released five versions of its computer, but after almost eight years it was

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to visit the Industrial Design studio, where a team of artists led by Jony Ive were working on Apple’s next products. A Matterhorn of Products In a twisted, comical sort of way, Steve Jobs and Jony Ive were on the same wavelength the first time they met one-on-one. As Jobs

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we need world-class mechanical engineers and world-class manufacturing engineers.” Anyone who wasn’t up for the challenge could leave. The stakes were enormous. Steve Jobs knew that Apple couldn’t compete with PCs on price and distribution, so instead he’d developed a hardware strategy to cultivate desire through breathtaking design

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a year for them to kinda weed out those more seasoned engineers who said, ‘No, you can’t do that.’ “One Fucking Share of Apple Stock” Somehow Steve Jobs hadn’t been fully plugged in on just how many problems the manufacturing engineers were having until he showed up for a meeting at

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been to Japan, worked with the supplier, and made damn sure their vision was achievable. PART TWO APPLE’S LONG MARCH TO CHINA CHAPTER 6 OUT OF THE ASIAN FINANCIAL CRISIS—SOUTH KOREA Steve Jobs was convinced the iMac was going to be a hit product. But who would manufacture it, and where

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the computer that a senior executive in Korea publicly said his company had basically designed it. Steve Jobs, deeply protective of the ID team, demanded a retraction. But LG didn’t know two things. One is that Apple’s Industrial Design studio had, by March 1999, revamped every aspect of the iMac design

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know it by its trade name: Foxconn. CHAPTER 8 THE TAISHANG—TAIWANESE ON THE MAINLAND No country was more important to Apple than Taiwan in the first five years of Steve Jobs’s comeback. While the iMac was built out of Korea by LG and the lower-volume PowerMac G3 and G4 desktop

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once likened Dell to a grocery store: “They’re not in the PC business any more than Safeway is in the food manufacturing business.” Apple selected Taiwan again when Steve Jobs commissioned the iBook, an almost neon-bright laptop marketed as the “iMac to go” upon its July 1999 release. To manufacture it

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it indicated his customers could be getting even lower prices. Gou’s austere strategy was directly opposed to what Steve Jobs had tried to do in the 1980s both at Apple and NeXT. At Apple’s Fremont factory, Jobs obsessed over trivial things, asking that the machines be painted in bright hues to match

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billion of revenue. Cook had been there only a matter of months when recruiters from Apple began calling. He demurred, so they delivered what was quickly becoming a signature move: They offered a personal interview with Steve Jobs. Round Peg That Jobs wanted to meet Cook at all illustrated just how much he

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’d learned in his twelve-year sabbatical from Apple. The young Steve Jobs detested IBM and everything it stood for. Apple’s most famous TV ad, introducing the Macintosh at the 1984 Super Bowl, portrayed IBM as an Orwellian Big Brother

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getting affordable products to the masses before losing the battle to companies that did these mundane things even more efficiently. The older Steve Jobs understood this. Upon his return to Apple, he sought to hire a figure who embodied all the things he wasn’t good at and didn’t care to think

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Gou answered to no one. He took a long-term view, knowing that if his team could please Apple, they could please any client. Gou saw himself as a visionary. He admired Steve Jobs and sought to be in that sort of company. Jobs had rebuffed him, uninterested in what was a pretty

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that they could be taught. It was the start of a relationship that would transform both companies. The meeting of the minds between Steve Jobs and Jony Ive had made Apple products unique, but it was Terry Gou and Tim Cook who would ensure they were ubiquitous. Uncle Terry’s Vision Terry Gou

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partner, Foxconn. But the rapid consolidation was just beginning, and it didn’t yet feel inevitable. CHAPTER 12 A FAREWELL TO MACTORIES Steve Jobs held on to a hope that Apple could play a bigger role in manufacturing. In 2000, more than eighteen months after hiring Tim Cook to run operations, Jobs distributed

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back to 1996, preceding Cook’s arrival by nearly two years. The nail in the coffin was in late 2000, though Apple continued playing a role in assembly through 2003. Had the first three years of Steve Jobs’s comeback been smooth and lucrative, it’s possible he would have clamored more for

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been most helpful—those who’d just worked with Quanta on Titanium PowerBooks—had quit. Apple went through nineteen prototypes before this final design was formalized, and every few weeks the small team would present updates to Steve Jobs, letting him interact with the latest version to get his feedback. The team building

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the alphabetical list. The catchy melodies of ABBA were heard through the white earbuds. Teetering Edge Steve Jobs held a comparatively low-key event for the launch. The live audience didn’t seem to get it, and Apple got blasted for the $499 price point. More effective was a seven-minute marketing video

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or an hour just to go less than a kilometer,” this person says. The experience fundamentally reshaped Steve Jobs’s perception of what was possible from a manufacturing perspective. In 2000, he’d clamored for Apple’s own factories to take on more production. But by 2005, Jobs grasped that there was no

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Fadell at the time, another set of heavy, stomping footsteps were behind him—those of rival executives clamoring for his influence and proximity to Steve Jobs. Nobody at Apple had ever ascended the ranks like Fadell. Joining as a thirty-two-year-old contractor in 2001, he was appointed vice president of iPod

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team that worked on testing prototypes. The trio was a small team with a big task, reflecting Steve Jobs’s desire to build the phone the way a start-up would, disconnected from the rest of Apple. Jobs had become upset with the Mac team, feeling it was too bureaucratic. New product launches

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with multi-touch technology for roughly two years, aided by a start-up Apple had purchased called FingerWorks. Senior engineers from Project Purple knew about it, but the original concept was about rethinking the Mac’s interface. When Steve Jobs first showed Fadell the technology, asking if it might work for a phone

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industry when it purchased more than 10,000 CNC machines in a single year, enabling a form of mass production that Steve Jobs called “a whole new way of building notebooks.” Apple even made a deal with FANUC, an automation group, to purchase its entire pipeline of CNC machines for years to come

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the demeanor of a Boy Scout. Like Ford, he got his start at CompUSA, before overseeing the October 2001 launch of Apple Store in Palo Alto—the outlet closest to Steve Jobs’s home. Then he opened the New York flagship venue in July 2002, followed by Tokyo the next year. Cano quizzed

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, on tight deadlines. But it accomplished these feats by hiring individuals it considered the best in the world. Around the same time, Steve Jobs needed a head of graphics, as Apple sought to design its own chips for next-generation iPhones. He’d narrowed his sights to Bob Drebin, a former Pixar engineer

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Ballmer infamously mocked its chances for success. In the much poorer country of China, Apple had sufficient reason to believe it would garner few purchases, and it made no effort whatsoever to broaden its appeal with lower prices. Steve Jobs had been adamant that margins be maintained abroad, so for all international markets

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was caught on videotape, and the video was sent to Steve Jobs. CHAPTER 23 “FIRE THAT MOTHERFUCKER!” Steve Jobs was rarely happy when he called, but seldom was he this angry. When the phone rang, Ron Johnson, the senior vice president in charge of Apple Retail, had already been reading the negative headlines emerging from

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of getting an explanation of the situation. Didn’t China know Apple had spent years improving its environmental impact? Weren’t they aware that in 2007 Steve Jobs had outlined plans to rid products of toxic chemicals? Had Beijing not seen Apple’s annual reports on cutting carbon emissions and using more recycled materials

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afford to. Birthing China’s Smartphone Market In the early years of the iPhone, Apple was adamant that the processes it cocreated with suppliers were its intellectual property. When Apple believed Samsung had copied the iPhone, Steve Jobs was furious, and Apple sued. Tim Cook, speaking about the lawsuit in 2012, called it “the worst

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to Trump’s inauguration suggests he’s well aware of the threat. The Cook Era Two years after the death of Steve Jobs, Oracle CEO Larry Ellison claimed it was inevitable Apple would struggle under Tim Cook. You only had to look, he said, at what happened to the company in the period

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host Charlie Rose in 2013. His finger tracing an upwards curve, he said Apple had been an extraordinary success during Jobs’s first spell at the company, only to slump—his finger dropped—when he left. “We saw Apple with Steve Jobs” when he returned in 1997—up went his finger. “Now, we’re

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gonna see Apple without Steve Jobs”—another drop. “He is irreplaceable. They will not be nearly so successful.” Few predictions have ever been

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rebellious. It was innovative. It actively positioned Macintosh as the destroyer of lockstep ideology. That spirit was lost the first time Steve Jobs departed Apple, in 1985. When he returned twelve years later, his first major action wasn’t a product; it was an advertisement. As internal meeting notes from

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. 80,000 Macs per month: Frank Rose, West of Eden: The End of Innocence at Apple Computer. New York: Penguin, 1989, 200. petered out to as low as 5,000: Alan Deutschman, The Second Coming of Steve Jobs. New York: Broadway Books, 2000, 18 was furious: Rose, West of Eden, 239–40. “

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was burning through $10 million: Deutschman. The Second Coming of Steve Jobs, 121. cut staff by two-thirds: Schlender and Tetzeli, Becoming Steve Jobs, 144. price tag to be “outrageous”: Amelio, On the Firing Line, 200. “between five and seven years”: John Markoff, “Why Apple Sees Next as a Match Made in Heaven,” New York

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-as-a-match-made-in-heaven.html. “the presentation from Hell”: mickeleh (Michael Markman), “Worst. Apple. Keynote. Ever.” YouTube, April 7, 2013, https://www.youtube.com/watch?v=PsBVyUDs-84. Q&A with developers: Steve Jobs, “Complete Apple WWDC | Steve Jobs talk and answer developers questions | 1997,” YouTube, TheAppleFanBoy, uploaded January 28, 2015, https://www.youtube

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, 461. Chapter 6: Out of the Asian Financial Crisis—South Korea “not made in Osaka”: Kahney, “A Brief History of Apple’s Misadventures in Manufacturing: Part 1.” “u-u-gly”: Steve Jobs, “Steve Jobs Introduces the iMac—1998,” YouTube, pil.com, uploaded May 4, 2015, https://www.youtube.com/watch?v=BiWd8ujtK5k. “giddiness of a

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That Tim Cook Built,” Bloomberg Businessweek, February 9, 2021, https://www.bloomberg.com/news/features/2021-02-09/this-is-how-tim-cook-transformed-apple-aapl-after-steve-jobs. Chapter 11: Foxconn Goes Global—China, California, and the Czech Republic “it moves to manufacturing engineers”: Much of the work of manufacturing design engineers

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/access/text/2020/02/102717908-05-01-acc.pdf. Apple posted a loss of $195 million: Apple, “Apple Reports First Quarter Results,” Apple press release, January 17, 2001: https://www.apple.com/newsroom/2001/01/17Apple-Reports-First-Quarter-Results/. “as inconsequential as Liechtenstein”: Brent Schlender, “Steve Jobs: The Graying Prince of a Shrinking Kingdom. Older and

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published in 2003 by M. E. Sharpe], 19. all three models by $100: Joe Wilcox, “iMac Price Hike Roils Apple Community,” ZDNET, March 21, 2002. “miss our revenue projections”: Steve Jobs quoted in CNET, “Apple Warns of Revenue, Earnings Shortfall,” June 18, 2002. Chapter 15: “You’re Going to Give Us Your ‘China Cost

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, uploaded February 11, 2006, https://www.youtube.com/watch?v=e84SER_IkP4. nine quarters in a row: Apple financial reports, accessed from Capital IQ, a platform from S&P Global Market Intelligence. “Screw it”: Isaacson, Steve Jobs, 530. Shanghai-based factory in 1992: James Fallows, “How the West Was Wired,” The Atlantic, October

Palo Alto: A History of California, Capitalism, and the World

by Malcolm Harris  · 14 Feb 2023  · 864pp  · 272,918 words

a meeting place, the group settled on a Stanford auditorium. Two of the younger Homebrew acolytes were from local Homestead High in Cupertino and named Steve: Jobs and Wozniak. (Jobs, the younger of the two, graduated after joining the club.) Wozniak was a good-humored junior engineer at Hewlett-Packard who

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Pong.9 By the mid-1970s, Atari wasn’t the biggest computer company in the Valley, but it was the most fun. By all accounts, Steve Jobs’s biggest contribution to Atari was bringing Wozniak around. Unlike Jobs, Wozniak was a brilliant coder, seeing eye-to-eye with Alcorn and building on

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it, lest they stumble into their rival’s stampeding path. This was the context for the 1979 show-and-tell between PARC and Apple that led to the Mac. The meetings were a condition Steve Jobs placed on a million-dollar investment from Xerox. A chance to buy 100,000 big shares of

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a history of invention. At its most facile, this manifests itself in stories of individual iconic businessman geniuses: David Packard, Gordon Moore and Robert Noyce, Steves Jobs and Wozniak, Bill Gates and Paul Allen. Even if they may not have been the best engineers or programmers in the region—only a couple

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alight on the same idea at the same time. Money provides a sort of scoreboard, an equivalent by which we can compare the otherwise incomparable. Steve Jobs goes on the THINK DIFFERENT poster, just as Leland Stanford stars in the Southern Pacific’s celebratory painting. Judah and Wozniak go down in history

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these stories in the context of statewide, national, and global changes in the relations between workers and owners, we can better understand the microcomputer industry. Steve Jobs and Bill Gates are very important characters in the story, but they’re more meaningful as personifications of impersonal social forces. As Frank Norris said

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subjects, based on the sense that they were the kind of dependable, respectable men who belonged at the top of big companies. Bill Gates and Steve Jobs, by contrast, had poor personal hygiene, didn’t play sports, and were both noted jerks. Neither served in the military, and both dropped out

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distinct push to be the education computer. If kids got familiar with the unique Apple operating system and brand, they would likely buy their own when they got older.46 After a successful 1978 pilot in Minnesota, Steve Jobs lobbied the California legislature and the governor, Jerry Brown, for a bespoke tax credit

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, and small-business owners had shrunk computer power down to personal size, they had to reconnect. Single-player games and sole proprietorships gave Apple a customer base, and Steve Jobs famously left the Ethernet connectivity port behind at Xerox PARC. Bob Metcalfe encouraged Xerox to license the board cheaply. The inventor got in

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plugged them together—the personal computer and the internet reflected somewhat different theories about how to distribute and arrange computing power. As I’ve said, Steve Jobs and Bill Gates embodied the Reagan-era tendency toward private household ownership, and so did their companies and flagship products. For Sun and Oracle, however

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bet, one against the future of working-class power in American manufacturing. It wasn’t Steve Jobs’s “think different” vision or even Steve Wozniak’s circuit-design brilliance that drew Xerox into the partnership that gave Apple that influential look at PARC’s Alto; it was the secret network of Peninsula kitchens

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seeing early audience responses to Toy Story, Jobs decided to take cash-poor Pixar public in 1995.49 In the years after they split, Apple floundered and Steve Jobs succeeded wildly, though by the important accounts he was as impulsive and mean a boss as he was a person in general. Rewritten in

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price war for first place, driving the cost of compatible tower and laptop PCs ever lower. Apple followed the same strategy it had employed since the early computer years and stayed out of the scrap. Steve Jobs didn’t compete; he innovated. But no matter how stylish the design, the iMac couldn’t

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Fadell to build the iPod and the iTunes software, and he contracted with subcontractors to supplement his team. When the iPod launched, however, it was Steve Jobs alone on stage, white device contrasted against his black turtleneck. Newsweek put him on the cover: IPOD, THEREFORE IAM. The device was a smash hit

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control, clearer rules, and federal enforcement. No to P2P; yes to i. Along with John Ashcroft, Steve Jobs helped lead America’s B2K transition, and the internet has not changed back. The connection between Steve Jobs and Apple’s customer base is intense and bizarre, but it’s at most half the story: DESIGNED BY

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Make Me Rich Onshoring to Foxconn—The Fatal Consequences—Gangsterism as Governance—Heroin and IKEA in East Palo Alto—SCORE!—The Palo Alto Suicides When Steve Jobs took the stage at San Francisco’s new west building of the Moscone Convention Center for Macworld 2007, people knew what to expect. Jobs

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shrinking public employment along with rural migration to the urban coast left Foxconn with the human capital to handle Amazonesque turnover and worker burnout. Like Steve Jobs, Gou made sure his goals were accomplished faster than other people thought possible. Bossing around a roomful of engineers is one thing, but it

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s not a popular one compared to firearms, poison, and hanging. With no smoking gun in the report, local leaders could adopt the same line Steve Jobs used with regard to the Foxconn suicides: It’s sad, but sometimes people kill themselves. Still, in both these environments, there was only so far

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how to surpass them, people for whom Can and Should collapsed—men like Dave Packard, who wouldn’t accept state limits on his profits, and Steve Jobs, who wouldn’t accept anything at all he didn’t like. They’re the ones who set the pace, for the town, the country,

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directly to consumers through Apple stores or the company site. J. Dedrick, K. L. Kraemer, and G. Linden, “Who Profits from Innovation in Global Value Chains?: A Study of the iPod and Notebook PCs,” Industrial and Corporate Change 19, no. 1 (June 22, 2009): 81–116. ii Steve Jobs downplayed the significance: “We

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drove their chief scientist, renowned biochemist Ian Gibbons, to suicide. Meanwhile, the media hyped Holmes and Theranos as the next big thing. She adopted the Steve Jobs turtleneck and invited the comparison.iv Chiat/Day’s extensive advertising campaign helped elevate her to visionary technologist and self-made billionaire. Theranos also hit

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on the street or the crabs back in the barrel. Compared to past cohorts of successful Silicon Valley tech founders, the crab platform leaders made Steve Jobs look like Steve Wozniak. Not only did they not build anything substantial—most of them didn’t have the technical expertise to know where to

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as he was also one of the biggest investors in Theranos. vi Uber chronicler Mike Isaac writes that Camp was “smart, but he was no Steve Jobs”—a sign of how far the standards for Silicon Valley founder-genius had fallen since the days when world-class chemists and physicists led the

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of dollars into redeveloping the city’s downtown as a tech hub, hoping to draw the new round of growing South Bay firms—Apple, specifically—to new offices. Steve Jobs met with more than one San Jose mayor during the period, dreaming up plans for a whole industrial park and his own rehabbed

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Kantor and David Streitfeld, “Inside Amazon: Wrestling Big Ideas in a Bruising Workplace,” New York Times, August 15, 2015. 46. Walter Isaacson, Steve Jobs (New York: Simon & Schuster, 2011), 90. 47. Walter Frick and Scott Berinato, “Apple: Luxury Brand or Mass Marketer?” Harvard Business Review, October 2, 2014, https://hbr.org/2014/10

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.cnet.com/tech/tech-industry/apple-acquires-next-jobs. 49. Alvy Ray Smith, A Biography of the Pixel (Cambridge, MA: MIT Press, 2021), 429. PARC star and Pixar leader Smith left a few years before the IPO. As to why, he recalls, “I had to get Steve Jobs out of my life.” Ibid

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Spaceflight: ‘We Can Move All Heavy Industry and All Polluting Industry off of Earth,’” CBS News, July 21, 2021. 8. Julia Prodis Sulek, “Steve Jobs’ First Dream for an Apple Headquarters: Coyote Valley, San Jose,” Mercury News, June 11, 2011. 9. Alan Leventhal et al., “Final Report on the Burial and Archaeological Data

The Man Behind the Microchip: Robert Noyce and the Invention of Silicon Valley

by Leslie Berlin  · 9 Jun 2005

with me multiple times or shared useful documents with me: Julius Blank, Roger Borovoy, Warren Buffett, Maryles and Mar Dell Casto, Ted Hoff, Paul Hwoschinsky, Steve Jobs, Jean Jones, Jim Lafferty, Jay Last, Christophe Lécuyer, Regis McKenna, Gordon Moore, Adam Noyce, Bill Noyce, Gaylord Noyce, Penny Noyce, Polly Noyce, Ralph Noyce,

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This page intentionally left blank THE MAN BEHIND THE MICROCHIP This page intentionally left blank Introduction B ob Noyce took me under his wing,” Apple Computer founder Steve Jobs explains. “I was young, in my twenties. He was in his early fifties. He tried to give me the lay of the land, give

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CIRCLE included the best-known players in Silicon Valley— Andy Grove and Gordon Moore of Intel, Arthur Rock and Eugene Kleiner of venture capital fame, Steve Jobs of Apple, William Shockley, co-inventor of the transistor—as well as the inventors of the planar process (which made it possible to mass produce complex

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would have had a lot more resistance [to it] from our customers.”41 Even with its problems, the 1103 represented a real technical breakthrough. As Steve Jobs once said, when the light bulb was invented, people did not complain that it was too dim. A firm called Microsystems International Limited (MIL), the

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most challenging, irreverent bunch around.”45 The chairman’s comments appeared in an issue of Time whose cover featured a soft-focus picture of Apple Computer co-founder Steve Jobs under the headline, “Striking it Rich: America’s Risk Takers.” Jobs was 26 years old and worth nearly $150 million. He was

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. In 1977, Regis McKenna, who handled Intel’s public relations, began working with Apple. He hosted a party, one of whose key objectives was to introduce Ann Bowers, who was building her consulting business, to Steve Jobs, who McKenna thought needed to hire a human-resources expert. Jobs did not make a

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liked with her money, and he could do the same with his—but he could not take Jobs and Wozniak seriously. Even Arthur Rock admits, “Steve Jobs and Steve Wozniak weren’t very appealing people in those days.” Wozniak was the telephone-era’s version of a hacker—he used a small

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box that emitted electronic tones to call around the world for free—and Steve Jobs’s ungroomed appearance was offputting to Noyce. In his day, Noyce, too, had worked outside the corporate mainstream, with his company hopping and his

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the groundbreaking technical breakthrough necessary to bring computing power to the common man. But over time, Noyce’s feelings about Apple began to change. This was due, in no small measure, to Steve Jobs, who deliberately sought out Noyce as a mentor. ( Jobs also asked Jerry Sanders and Andy Grove if he could

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bring the plane under control while sparks shot past the windows. “As this was happening,” Jobs recalls, “I was picturing the headline: ‘Bob Noyce and Steve Jobs Killed in Fiery Plane Crash.’ It was only due to his excellent piloting that we survived. It was really close.”51 Bowers says that Noyce

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many more. One entrepreneur put it this way: “Why do we love this dynamic environment? I’ll tell you why. Because we have seen what Steve Jobs, Bob Noyce, Nolan Bushnell [founder of Atari], and many others have done, and we know it can and will happen many times again.” In other

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to be known as “Atari Democrats.” In Sacramento, Governor Jerry Brown established and chaired a California Commission on Industrial Innovation. Charlie Sporck, along with Apple Computer’s Steve Jobs, served on Brown’s commission, but Noyce declined to join, despite multiple requests from the governor himself.27 High-tech executives were highly sought

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of May, Noyce delivered a speech on SEMATECH in Silicon Valley. It would be his last visit. When he learned Noyce was coming to town, Steve Jobs, who wanted his fiancée to meet Noyce, invited him to his home for dinner. The three stayed up talking until early the next morning. Then

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near the top of the family tree. A few years ago, for example, the founders of Google asked Steve Jobs for advice and mentorship in the same way Jobs had come to Noyce when Apple was young. And even when there is no such explicit tie back to Noyce—even if the latest

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Special Collections, Stanford University, Stanford, Calif. ST SEMATECH archives 309 310 Notes to Pages 1–10 Introduction 1. Bob Noyce took me under his wing: Steve Jobs, interview by author. 2. Big is bad, small cooperates more: Noyce, “The Fruit of Success,” Chemtech, Dec. 1979. Restock the stream: Noyce quoted in

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Notes to Pages 189–195 345 41. 1103 more challenging: Gordon Moore, interview by author, 1 July 2004. 42. When the light bulb was invented: Steve Jobs quoted in Regis McKenna, Real Time: Preparing for the Age of the Never Satisfied Customer (Boston: Harvard Business School Press, 1997): 165. 43. All you

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the House Telecommunications and Finance Subcommittee of the House Energy and Commerce Committee, 13 Sept., 1989. Apple founding: Mike Markkula, interview by author; Steve Jobs, interview by author; Michael Moritz, The Little Kingdom: The Private Story of Apple Computer (New York: William Morrow and Co., 1984). Nothing else was in Intel’s interest:

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so Apple stayed with Motorola. Jobs at McKenna dinner: Ann Bowers, interview by author. Not very appealing: Arthur Rock quoted in “HBS [Harvard Business School] Working Knowledge,” http://hbswk.hbs.edu/pubitem.jhtml?id=1821&t= special_reports_donedeals Noyce and Jobs Seabee accident: Steve Jobs, interview by author. Remember personal things: Steve Jobs, interview

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conversation with Brother Joseph: Ann Bowers, interview by author; Penny Noyce, interview by author. Conversation with Hwoschinsky: Paul Hwoschinsky, interview by author. Evening with Jobs: Steve Jobs, interview with author. Jobs recalls this evening taking place “about a week” before Noyce’s death. Noyce delivered a speech to members of SEMI-SEMATECH

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Hagopian David Hamilton Bob Harrington* Daryl Hatano Turner Hasty Wayne Higashi Fred Hoar Jim Hobart Richard Hodgson Ted Hoff Paul Hwoschinsky* Paul Hwoschinsky David Jeffries Steve Jobs* Victor Jones Alan Jones Jean Jones Jean Jones John Joss Bucky Kashiwa Hank Kashiwa Bob Kaloupek Charlotte Matthews Keating Frank Keiper Frank Keiper 6/25

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, 161 American Electronics Association (AEA), 209, 224, 236, 262. See also Western Electronics Manufacturers Association American Stock Exchange, 250 Angell, Jim, 162, 385 Apple Computer, 250–53, 276–77; Steve Jobs of, 1, 2, 307 Armbruster, Leslie Gowan, x Armstrong, Polly, x Arreola, Jose, x, 385 Asimov, Isaac, 5 Aspen, Colorado, 228,

…

Noyce with Ted Hoff, inventor of the microprocessor, in Noyce’s Intel cubicle, probably in the late 1970s. Courtesy Regis McKenna. Noyce and Apple Computer co-founder Steve Jobs at a dinner for Governor Jerry Brown. Jobs is one of many entrepreneurs who count Noyce among their major influences. Courtesy Regis McKenna. Noyce

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Average Is Over: Powering America Beyond the Age of the Great Stagnation

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The Best Business Writing 2013

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Future Perfect: The Case for Progress in a Networked Age

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Lean Analytics: Use Data to Build a Better Startup Faster

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Peers, Pirates, and Persuasion: Rhetoric in the Peer-To-Peer Debates

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Curation Nation

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Overwhelmed: Work, Love, and Play When No One Has the Time

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The Formula: How Algorithms Solve All Our Problems-And Create More

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The Network Imperative: How to Survive and Grow in the Age of Digital Business Models

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The Atlantic and Its Enemies: A History of the Cold War

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Winning Now, Winning Later

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Hit Makers: The Science of Popularity in an Age of Distraction

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The Cult of We: WeWork, Adam Neumann, and the Great Startup Delusion

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Whiplash: How to Survive Our Faster Future

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How I Built This: The Unexpected Paths to Success From the World's Most Inspiring Entrepreneurs

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Words That Work: It's Not What You Say, It's What People Hear

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Confessions of a Crypto Millionaire: My Unlikely Escape From Corporate America

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The Future Is Asian

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Hemingway Didn't Say That: The Truth Behind Familiar Quotations

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How the World Ran Out of Everything

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Inner Entrepreneur: A Proven Path to Profit and Peace

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San Francisco

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Artificial Unintelligence: How Computers Misunderstand the World

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Risk: A User's Guide

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What to Think About Machines That Think: Today's Leading Thinkers on the Age of Machine Intelligence

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The Year Without Pants: Wordpress.com and the Future of Work

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I Hate the Internet: A Novel

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Rough Guide to San Francisco and the Bay Area

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Blitzscaling: The Lightning-Fast Path to Building Massively Valuable Companies

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Beautiful Architecture: Leading Thinkers Reveal the Hidden Beauty in Software Design

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Fabricated: The New World of 3D Printing

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Ask Your Developer: How to Harness the Power of Software Developers and Win in the 21st Century

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The Bond King: How One Man Made a Market, Built an Empire, and Lost It All

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More From Less: The Surprising Story of How We Learned to Prosper Using Fewer Resources – and What Happens Next

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Ghost in the Wires: My Adventures as the World's Most Wanted Hacker

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Empire of AI: Dreams and Nightmares in Sam Altman's OpenAI

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Coastal California Travel Guide

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Gene Eating: The Science of Obesity and the Truth About Dieting

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The Price of Inequality: How Today's Divided Society Endangers Our Future

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Made to Break: Technology and Obsolescence in America

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The Charisma Machine: The Life, Death, and Legacy of One Laptop Per Child

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Impact: Reshaping Capitalism to Drive Real Change

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Fortunes of Change: The Rise of the Liberal Rich and the Remaking of America

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Do Over: Rescue Monday, Reinvent Your Work, and Never Get Stuck

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The Code Breaker: Jennifer Doudna, Gene Editing, and the Future of the Human Race

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Information Doesn't Want to Be Free: Laws for the Internet Age

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The Seventh Sense: Power, Fortune, and Survival in the Age of Networks

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The Intelligent Investor (Collins Business Essentials)

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Why Information Grows: The Evolution of Order, From Atoms to Economies

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Digital Minimalism: Choosing a Focused Life in a Noisy World

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Small Data: The Tiny Clues That Uncover Huge Trends

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Reset: How to Restart Your Life and Get F.U. Money: The Unconventional Early Retirement Plan for Midlife Careerists Who Want to Be Happy

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Hacking Growth: How Today's Fastest-Growing Companies Drive Breakout Success

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Design of Business: Why Design Thinking Is the Next Competitive Advantage

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The Elements of Power: Gadgets, Guns, and the Struggle for a Sustainable Future in the Rare Metal Age

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Do More Faster: TechStars Lessons to Accelerate Your Startup

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The Innovation Illusion: How So Little Is Created by So Many Working So Hard

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The Compound Effect

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Big Mistakes: The Best Investors and Their Worst Investments

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The Fire Starter Sessions: A Soulful + Practical Guide to Creating Success on Your Own Terms

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Cyber War: The Next Threat to National Security and What to Do About It

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Merchants of Truth: The Business of News and the Fight for Facts

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Remix: Making Art and Commerce Thrive in the Hybrid Economy

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The Airbnb Story: How Three Ordinary Guys Disrupted an Industry, Made Billions...and Created Plenty of Controversy

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The Amateurs: A Novel

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The New Digital Age: Transforming Nations, Businesses, and Our Lives

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Britannia Unchained: Global Lessons for Growth and Prosperity

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Innovation and Its Enemies

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Custodians of the Internet: Platforms, Content Moderation, and the Hidden Decisions That Shape Social Media

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Memory Machines: The Evolution of Hypertext

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Rush Hour: How 500 Million Commuters Survive the Daily Journey to Work

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Age of Ambition: Chasing Fortune, Truth, and Faith in the New China

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As Gods: A Moral History of the Genetic Age

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Stakeholder Capitalism: A Global Economy That Works for Progress, People and Planet

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Reset

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The Smart Wife: Why Siri, Alexa, and Other Smart Home Devices Need a Feminist Reboot

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American Kleptocracy: How the U.S. Created the World's Greatest Money Laundering Scheme in History

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Money Men: A Hot Startup, a Billion Dollar Fraud, a Fight for the Truth

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Everyday Utopia: What 2,000 Years of Wild Experiments Can Teach Us About the Good Life

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A Life Less Throwaway: The Lost Art of Buying for Life

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Scotland’s Jesus: The Only Officially Non-Racist Comedian

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House of Huawei: The Secret History of China's Most Powerful Company

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The Sirens' Call: How Attention Became the World's Most Endangered Resource

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The Driving Machine: A Design History of the Car

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The Soul of Wealth

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On the Edge: The Art of Risking Everything

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Plutocrats: The Rise of the New Global Super-Rich and the Fall of Everyone Else

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The 4-Hour Chef: The Simple Path to Cooking Like a Pro, Learning Anything, and Living the Good Life

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Power and Progress: Our Thousand-Year Struggle Over Technology and Prosperity

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Slide:ology: the art and science of creating great presentations

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Rework

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Who Gets What — and Why: The New Economics of Matchmaking and Market Design

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Wall Street Meat

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Working in Public: The Making and Maintenance of Open Source Software

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