Superbowl ad

Designing for Emotion
by Aarron Walter
Published 4 Oct 2011

We want people to have such a great experience that they feel the need to talk about it to everyone. We want what we make to be remarkable. Often those seeking remarkability get it for just a moment. Some have achieved their goal of joyful office watercooler discussions by creating a thiry-second Superbowl Spot with something as simple as a handful of slothful individuals answering their phone with an exaggerated “WHAAATS AAAWWP?” Others get it with a viral video of dogs on skateboards. But these are just quick flashes in the pan. The real payoff comes when we can make that remarkability last. When we can make people continually feel our work is worthy of discussion.

More Joel on Software
by Joel Spolsky
Published 25 Jun 2008

In propagating the narrative of Ruby on Rails as Happiness, they’re practically guaranteeing that at least some developers out there will be looking for Ruby on Rails jobs. 32 More from Joel on Software But 37signals is still new at this identity management campaign thing. They don’t hold a candle to Apple Computer, which, with a single Superbowl ad in 1984, managed to cement their position to this day as the countercultural force of freedom against dictatorship, of liberty against oppression, of colors against black and white, of pretty women in bright red shorts against brainwashed men in suits. The implications of this, I’m afraid, are ironically Orwellian: giant corporations manipulating their public image in a way that doesn’t even make sense (like, uh, they’re a computer company—what the hell does that have to do with being against dictatorships?)

…

To follow the Identity Management Method, you have to summon all the social skills you have to make your employees identify with the goals of the organization so that they are highly motivated, and then you need to give them the information they need to steer in the right direction. How do you make people identify with the organization? It helps if the organizational goals are virtuous, or perceived as virtuous, in some way. Apple creates almost fanatic identification, almost entirely through a narrative that started with a single Superbowl ad in 1984: we are against totalitarianism. Doesn’t seem like a particularly bold position to take, but it worked. Here at Fog Creek, we stand bravely in opposition to killing kittens. Yaaaay! A method I’m pretty comfortable with is eating together. I’ve always made a point of eating lunch with my coworkers, and at Fog Creek we 48 More from Joel on Software serve catered lunches for the whole team every day and eat together at one big table.

I'm Feeling Lucky: The Confessions of Google Employee Number 59
by Douglas Edwards
Published 11 Jul 2011

"How much do you think a company our size should spend on marketing?" Sergey asked me. From his earlier questions, it was easy to guess what he wanted to hear. "I don't think at this stage you should spend much at all," I said. "You can get good exposure with viral marketing and small budgets. Shooting gerbils out of a cannon in a Superbowl spot* is not a very effective strategy for building a brand." Sergey nodded his agreement, then asked about my six months in Siberia, casually switching to Russian to see how much I had picked up. Finally, he leaned forward and fired his best shot, what he came to call "the hard question." "I'm going to give you five minutes," he announced.

…

The Chron never called me back. I finally got hold of someone on the business desk at the Merc who told me they would not be covering Google because our Palo Alto office was 'too far north.'" Growing by word of mouth suited Larry and Sergey's animosity toward advertising. They scoffed at profligate startups and their Superbowl spots, because TV ads lacked accountability. You could dump millions and not know if you had converted a single viewer into a user. Engineers rebelled against such inefficient excess in the name of "brand building." "Brand is what's left over when you stop moving forward," was a sentiment engineer Matt Cutts heard expressed in a meeting with Larry and Sergey.

…

The founders weren't above bribing senior engineers to attend. Each December, Larry and Sergey "surprised" the staff by handing out a year-end thousand-dollar cash bonus at TGIF. Three days before the 2003 distribution was to take place, they asked me for ideas about how to do the presentation. I suggested a casting tape for a (fictional) Superbowl TV spot. Given how often we derided the profligacy of dot-com companies and their mass-market advertising, few staffers would fall for it, but it would give us a framework. I drafted a script and gave it to Delicia Heywood, a marketing staffer, to shoot and produce. She came back forty-eight hours later with the tape we would use the following day.

Smart and Gets Things Done: Joel Spolsky's Concise Guide to Finding the Best Technical Talent
by Joel Spolsky
Published 1 Jun 2007

To be an Identity Method manager, you have to summon all the social skills you have to make your employees identify with the goals of the organization, so that they are highly motivated, then you need to give them the information they need to steer in the right direction. How do you make people identify with the organization? It helps if the organizational goals are virtuous, or perceived as virtuous, in some way. Apple creates almost fanatic identification, almost entirely through a narrative that started with a single Superbowl ad in 1984: we are against totalitarianism. Doesn’t seem like a 148 Smart and Gets Things Done particularly bold position to take, but it worked. At my company, Fog Creek Software, we stand bravely in opposition to killing kittens. Yaaaay! Seriously, though, a method I’m pretty comfortable with is eating together.

The Stack: On Software and Sovereignty
by Benjamin H. Bratton
Published 19 Feb 2016

Apple's origin story is now as deeply ingrained in the American myth of the prodigal hero-entrepreneur as that of Peter Parker bitten by a radioactive spider. While the company's roots extend back into mid-1970s Northern California hippie hacker culture, in important ways the Apple weltanschauung was not crystallized until the airing of Lee Clow and Ridley Scott's Superbowl TV ad in and of the year 1984.57 Here the driving theologic dichotomy of the brand is established, cleaving the line between Apple (individual, color, youth, cool, iconoclast) and IBM (mass, monochrome, old, awkward, hierarchical), a creed equally appealing to 1960s counterculture and its boomer aftermath, as it is to the John Wayne wing of the American Right.

Netflixed: The Epic Battle for America's Eyeballs
by Gina Keating
Published 10 Oct 2012

See Antioco, John; Evangelist, Shane; Hessel, Lillian; Shepherd, Nick; Stead, Ed; Zine, Larry stores, lack of connectivity of, 109 in-store subscription plans, 64, 76–77 Viacom split, 86, 105, 109, 111–12, 112, 122–23 Blockbuster Online beta test, 100, 104 competitive actions toward Netflix, 88–97, 101–9, 116–19, 127–28, 132–33, 172–77 customer complaints, 107, 156–57 customer research for, 87–89, 90, 107–8, 173–75 customer retention problem, 155–57, 173 development stage, 77–79, 89–97 launch of, 103–5 losses predicted for, 135–38, 153–54, 157–58, 181–82, 200–203, 211, 220–21, 228 Netflix competitive responses, 127–32, 138–42, 159–60, 210–12 Netflix leaders, reaction to, 100–104, 124, 129–32, 134–35, 169, 180–82, 200 Netflix price war, 129–35, 161–62, 172 online subscribers, Hastings offer to buy, 201, 204–5, 222 patent-infringement lawsuit, 169, 211 profitability, problems of, 130, 157–58, 172–73 spying, Netflix/Blockbuster, 96–97, 104, 131 versus stores, 158–59 subscription price, initial, 99–100 subscription price cuts, 128–29, 133, 135 subscription price increase, 162, 220–21 Superbowl ads, 132–34, 153 technical problems, 93–94, 105, 107, 156–57 Total Access, 170–77, 180–82, 200 video streaming boxes, 227 video streaming service, 77–78, 226–27 video streaming time limit, 227 Bloom, Sam, 87–89 Blu-ray, 223, 225, 228 Boesky, Ivan, 114–15 Boisseau, Milissa, 214 Bowman, Robert, 170 Box, Mark, 12 Brand blogging, HackingNetflix.com, 142–50 Bridges, Corey leaves Netflix, 54 marketing Netflix, 30–31, 37–41 C Cable programming Netflix as competitor, 238–43, 255 subscribers, decline of, 240 video-on-demand (VOD), 165 California Teachers Association, 43 Canada, Netflix in, 246–47, 255 Candescent Technologies, 55 Casey, Tom, 221 Castillo, Jason, 252 Chabbert, Martin, 194 Cherry Lane Music Company, 18–19 Cibelli, Mario, 135–36, 182, 241 Cinematch recommendation engine, 185–97 initial capability, 61–62, 186, 191 Netflix competition to improve, 186–95 Netflix Prize winners, 195–96 Circle K, 72, 75–76, 111 Circuit City, 40, 60, 220, 225–26 Clegg, Jackie, 170 Clinton, Bill, 42–43 Coinstar, 161, 237 Coleman, Aaron, 105–6 Columbia TriStar Home Video, 66 Comcast, 242, 255 Commendo Research, 192 Cook, Jim leaves Netflix, 54 and Netflix development, 25–29 Cooper, Ben, 92–95, 103–6, 108, 133 Copeland, Michael, 243 Costner, Kevin, 177–78 Coupons, Netflix/DVD manufacturers’ deal, 38–39, 42–43, 49–51, 63 Covad Communications, 78 Craft, J.

…

See Cinematch recommendation engine Redbox, 5, 84, 234–38 as Blockbuster competitor, 231–32, 234 and Coinstar, 237–38 development of, 24–25, 161 McDonalds placements, 235–36 as Netflix competitor, 228–29 new releases advantage, 161, 235, 238 pricing, 237 rationale for business, 235–36 video stores, impact on, 212, 238 Redpoint Ventures, 53 Redstone, Sumner, 72–74, 111–12 Reel.com, 48, 60, 62 ReFLEX, 78 Reiss, Lisa Battaglia, 45 Remind Me, 36 Rendich, Andy, 248, 251–53 leaves Netflix, 252 ReplayTV, 168 Rock The Block, 219–21, 230–32 Roku box, 224–25 Rolling Road Show, 177–79 Ross, Ken leaves Netflix, 243–44, 247 Netflix corporate communications actions, 138–41, 145, 177–81, 187–88 on Qwikster fiasco, 252 Roth Capitol Partners, 135 S Sam Goody/Musicland, 51 Santa Cruz, Netflix launch, 7–9 Sarandos, Ted, 103, 126, 129, 179, 210, 225, 240 Satellite hub system, 57 Schappert, John, 225 Scorsese, Martin, 179 Sellers, Pattie, 243 Serialized Delivery, 58–59 Sheehan, Susan, 140 Shepherd, James, 128–29 Shepherd, Nick background of, 118–19 as Blockbuster COO, 214–15 Blockbuster financial moves, concern about, 128–29, 202–3 cost-cutting, 118, 162–63 and End of Late Fees, 117–19 and hostile board of directors, 216–17 joins Blockbuster, 90–92 leaves Blockbuster, 217 personality of, 116–17 Redbox purchase, rejecting, 236 sells Blockbuster shares, 219 Siftar, Michael, 107 Siminoff, Ellen and David, 222 Simpson, Jessica, 175 Skip shipping, 28–29 Skorman, Stuart, 48 Smith, Therese “Te” background of, 16 leaves Netflix, 54 and Netflix development, 22, 28, 33, 37–38 Smith’s grocery (Las Vegas) Netflix Express, 83–84 Redbox at, 237 Social Register, 13 Sock puppets, 40–41 Software Publishing, 15 Soleil Securities, 209 SpeakerText, 42 Squali, Youssef, 135 Starfish Software, 16 Starz Entertainment, 225, 239–40 Stead, Ed and Blockbuster Online development, 86–89, 95 and Carl Icahn, 116, 121 and Hastings alliance attempts, 66–67, 77 leaves Blockbuster, 170 personality of, 60, 95 and video streaming plans, 77–78 Streaming video. See Video-on-demand (VOD) Sundance Film Festival, 198–200 Superbowl, Blockbuster Online ads, 132–34, 153 Swasey, Steve Fortune story involvement, 243–44 and international expansion, 247 joins Netflix, 139–41 Netflix Prize promotion, 187–88, 195–96 personality of, 139–40 price increase damage control, 248–49, 252 T Technology Crossover Ventures, 53 Technology Network (TechNet), 43–44 Television shows Hastings on new generation TV, 238–40 streaming by Netflix, 225, 238–40 TELUS, 78 Thomas Weisel Partners, 160 Throttling, 145–47 Tik Tok DVD Shop, 235–36 Toscher, Andreas, 192 Toshiba, Netflix deal, 39 Total Access (Blockbuster) development of, 170–77 impact on Netflix, 180–82, 200–204, 209–10 Keyes abandonment of, 218–20 success of, 181–82, 200–202, 207–10, 222 Travis, Nigel, 104–5 Trimark Pictures, 79 Turner, Michele, 144 U Unlimited Movie Rental, 63 U.S.

Shipping Greatness
by Chris Vander Mey
Published 23 Aug 2012

If you’ve ever noticed that things at the office go better than you’d expect when you take a long vacation, you’ll find that the same is true when you walk away from your old project. The team will probably slow down for a bit. They’ll probably do things that make you slap your forehead or make decisions that cause you to groan horribly as you pour your coffee—but it’s not your problem anymore. Worse than that, you may see your product, under its new leaders, in a Superbowl ad. This happened to me, and boy, did I second-guess my decision to leave! All of this drama will eventually disappear because you’re shipping something new. You shipped V1 of their software, and it’s not yours anymore. Wish your former team good luck and get back to work. Check in on your mission and your strategy, and start writing your next press release.

Social Life of Information
by John Seely Brown and Paul Duguid
Published 2 Feb 2000

No Room of One's Own The Wired hot desking stories that we mentioned earlier covered the famous attempt by the advertising company Chiat/Day to reconceive work in a new way and a new building. The first story followed the firm into its new offices.18 The second, five years later, watched its retreat to a more conventional way of working.19 The agency is well known for producing Apple advertisements, including the famous 1984 Superbowl ad, which portrayed Apple as champions of individualism, and the later "Think Different" campaign. The new offices of the early nineties (in Los Angeles and New York) suggested that Chiat/Day, too, could both champion individualism and think differently. Page 71 The exterior design of the Los Angeles building (by the architect Frank Gehry) expressed the forward-looking approach directlyit resembled a pair of binoculars.

Health and Safety: A Breakdown
by Emily Witt
Published 16 Sep 2024

At home, in New York, we all pretended any chosen familial arrangement or lack thereof was equally valid and reflective of one’s careful personal choices about identity even though most of the hetero people ended up married anyway, the rightness and ordinariness of their way of life affirmed to them by Superbowl ads and their joint tax filing status. I had one perfect day in Nigeria. I was in the north-central city of Jos, where this aphoristic producer was making an epic movie about a legendary Hausa warrior named Queen Amina. (He was, in his way, a feminist, in that despite his belief in the supremacy of marriage and his Christian homophobia, he extolled powerful women politicians and film directors.)

The Future Is Analog: How to Create a More Human World
by David Sax
Published 15 Jan 2022

Online restaurant orders on apps doubled or tripled in weeks, as shut-in residents, sick of their newfound cooking hobby and failed attempts at sourdough, opened the apps, scrolled through a world of options, and ordered in night after night after night. The delivery companies urged consumers to support local restaurants by ordering in with a blitz of marketing, offering irresistible discounts and deals ($10 off your next meal! Free delivery!). They rolled out Superbowl ads and blanketed cities in billboards featuring every flavor of celebrity you could want (Dana Carvey! Simone Biles! Jon Hamm!). But as black plastic takeout containers piled up on our kitchen counters and struggling restaurants pivoted to churn out burgers and fried chicken for a waiting army of delivery drivers, the cracks in this blissful digital future split wide open.

Microtrends: The Small Forces Behind Tomorrow's Big Changes
by Mark Penn and E. Kinney Zalesne
Published 5 Sep 2007

What women want in electronics comes from research done by Motorola, as reported in “On Cellphones, Girl Talk Comes with a Bling Tone,” cited above. Sharp’s efforts were reported at “Shopping for Electronics: Isn’t Just a Guy Thing,” Associated Press, January 22, 2004. Car-Buying Soccer Moms To see the Superbowl commercials, check out http://www.ifilm.com/superbowl/2005. The data on women’s experience in automobile showrooms come from numerous sources, including “Survey Finds 77 Percent of Women Car Buyers Continue to Bring Man Along to Dealership,” accessed June 2006, at http://www.theautochannel.com/news/2006/06/01/009311/html.

Start Small, Stay Small: A Developer's Guide to Launching a Startup
by Rob Walling
Published 15 Jan 2010

Your Subject is Your Headline - Perhaps the only factor that determines if your mail gets opened is your subject line. You must hone and craft your ability to write engaging subject lines in 7 words or less. Here are some guidelines: The shorter the better. Ask a question in your subject and answer it in the emails. Example: A DotNetInvoice Super-Bowl Ad? Make a partial statement with “…” at the end and continue the sentence in your email. Example: A Free Copy of DotNetInvoice Every Day… Use the recipient’s first name in the subject line. Example: Rob, DotNetInvoice is Free for 24 hours… Include your product’s #1 benefit in the subject.

Samsung Rising: The Inside Story of the South Korean Giant That Set Out to Beat Apple and Conquer Tech
by Geoffrey Cain
Published 15 Mar 2020

He had a new $15 million ad-libbed: Jason Evangelho, “With Hilarious 2-Minute Super Bowl Ad, Samsung Steals Cool Factor from Apple,” Forbes, February 3, 2013, https://www.forbes.com/​sites/​jasonevangelho/​2013/​02/​03/​with-hilarious-2-minute-super-bowl-ad-samsung-officially-steals-cool-factor-from-apple/​#130b5461326a. “We actually can’t say”: “New Samsung Commercial Mocks Apple Lawsuits in SuperBowl Teaser Ad Feat. Odenkirk, Rudd & Rogen,” posted by YouTube user Zef Cat on February 1, 2013, https://www.youtube.com/​watch?v=vf2xRupwzoA. “a barrage of not-so-subtle jabs”: Evangelho, “With Hilarious 2-Minute Super Bowl Ad.” “We have a lot of work”: Daisuke Wakabayashi, “Apple Considered Firing Longtime Ad Agency TBWA,” The Wall Street Journal, April 4, 2014, https://www.wsj.com/​articles/​apple-considered-firing-longtime-ad-agency-1396647347.

After Steve: How Apple Became a Trillion-Dollar Company and Lost Its Soul
by Tripp Mickle
Published 2 May 2022

(aka Andre Young), 197–98, 206, 207–8 Drexler, Mickey, 273 Dye, Alan background, 135–36 Chaudhri and, 328–29 iOS and, 137 Ive and tenth anniversary iPhone changes and, 323, 324 Ive as part-time and, 248, 249, 305 Ellison, Larry, 112 engineers, xv Epic Games, 387, 407–9 Erlicht, Jamie, 353, 383, 388 Esslinger, Hartmut, 69, 74 executive team, xiii–xiv, 17–18 facial recognition technology, 263–64, 304, 361–63 Fadell, Tony basic Apple facts about, xiii departure from Apple, 106 Forstall and, 118 iPod development and, 80 Nest Labs and, 197 Project Purple and, 86 Farook, Rizwan and wife, 280–81, 283 FBI, 281–86, 293 Federighi, Craig, 120, 130, 131, 287–89 Flint Center for the Performing Arts (De Anza College), 72, 188, 211–16 Forlenza, Nick production of Power Macs, 78 smartwatch and, 185, 186 supply chain control and, 78–79 in Tokyo with Ive, 76–77 unit led by, made extension of design team, 79 Forstall, Scott background, 114–15 basic Apple facts about, xiii Blanchard and, 120 concerns about Ive’s smartwatch idea, 112–13 Cook’s debut as Apple spokesman and, 11 Fadell and, 118 forced resignation of, 126–27 iPhone apps and, 117 iPhone mapping system and, 121–22, 123–25, 126–27 Ive and, 114, 118–19 Jobs and, 115–16, 117 NeXT and, 115–16 patents of, 119 Project Purple and, 86–87, 116–17 reinvention of TV, 113–14 retention stock grants, 17 as “Sorcerer’s Apprentice,” 117–18 Foster + Partners, 177, 202, 267, 271, 365 Foxconn Technology Group, 97–98, 101, 103, 237–38, 378 Freud, Matthew, 330, 331 Fry, Stephen, 248–49, 331–32 Gawker, 226, 227 Google, 120–21, 293 Gore, Al, 197 Gottesman, David “Sandy,” 316–17 Gou, Terry, 97, 238 Grinyer, Clive, 32–33, 38–39, 40 HomePod speakers, 304, 326–27 homosexuality, 51–52, 223–31 Hönig, Julian Apple Watch and, 133, 140, 176 basic Apple facts about, xiv characteristics, 84 Howarth, Richard, 133, 248, 249, 325–26 Huawei, 378 IBM automation at, 56 Cook at, 54, 56–57, 58–59 culture and structure of, 55 PCs, 55, 65 ThinkPad, 69 transition to service business, 59 Ibuka, Masaru, 15–16 Icahn, Carl, 164–66 iCloud Cue and, 196–97 privacy of information in, 283, 293 subscriptions, 325, 339 Ideal Standard sink, 38–39 Iger, Bob, 217 iMacs flat-panel version, 97–98 initial development of, 70–72 introduction of, 72–73 mouse, 74 success of, 9, 73, 74 industrial design team, xiv, 79, 269–70 collaborative process and, 74–75 components, 70 concerns about Cook as CEO, 110 defections from, 326–28 Howarth and, 326 importance of, 21, 83, 84 industrial, xiv, 79, 269–70 Ive and, 65, 67, 83, 84, 303–5 after Ive’s departure, 412–13 Jobs and, 21–22 lighter laptops, 103–4 members of, 69, 400 move to Apple Park, 373–74 offices, 75 philosophy, 301 under Spindler as CEO, 66 industrial engineering, 53–54 Ingram Micro, 60 Intelligent Electronics, 58–61 iOS software, 117, 119, 135, 136–38 Iovine, Jimmy Apple in television and, 350–51, 353 Apple Music artists’ and labels’ compensation, 256, 261 Apple Music introduction, 257–58 Apple Watch and, 250 basic facts about, 197–98 Beats’s acquisition by Apple, 198–99, 205, 206–9 retirement of, 383 iPads debut of, 9 development of, 89 suspension of, 326 iPhones as characterized by Jobs, 7 in China, 194–96, 251 customer loyalty, 122, 316 debut of, 9, 117 development of, 11, 367 facial recognition technology, 263–64 first new, after death of Jobs, 144 glass screens, 104–5 Google and, 293 intra-Apple rivalries and, 118–20 iOS7, 162–64 Ive and operating system of, 131–32 Ive and tenth anniversary changes, 323–24 law enforcement’s access to, 281–95 manufacturing, 104 mapping system, 120–22, 123–27 multitouch and, 85–86 popularity of, 87, 182 Project Purple, 86–87, 116 sales, 87, 143, 144, 182, 193, 222, 319, 337, 357, 360, 373, 378–79, 380 Samsung competition, 145–48, 150, 164, 212, 307–9, 315, 316 7 series, 311–15, 316 subscription basis, 316 “ticktock cycle,” 263 volume buttons, 174 X series, 360, 361–63, 377–79 iPods as characterized by Jobs, 7 compatibility with Windows, 16 debut of, 9 development of, 79–81 flash memory, 103 iTunes and, 81 Ive and, 101 marketing, 81 Mini, 205 Nano, 101, 103, 134–35, 206 popularity of, 81 production deadlines, 88 Isaacson, Walter, 274–75 iTunes Apple Music and, 264, 340 Beats and, 205, 206, 256 in China, 319–20 compatibility with Windows, 16 Cue and, 196–97 iPod sales and, 81 Jobs and, 204 music industry move to subscriptions, 204 Songs of Innocence and, 218 success of, 257, 387 Ive, Heather, 38–40, 64 Ive, Jonathan Paul “Jony” Apple Pay and, 35 Apple Watch and, 112–13, 133–35, 138–39, 141–42, 173–74, 175–77, 179–80, 185–90, 210, 215, 216–17, 218, 219–21, 240–44, 246, 277–79 on Apple’s financial troubles, 68 Apple’s new headquarters, 270–72 autonomous cars and, 268–69, 297, 298 awards and honors, 73 background, 22–25 basic Apple facts about, xiii, 40–41, 399–400, 401, 411 in Castro neighborhood of San Francisco, 64 as chancellor of Royal College of Art, 374–75 characteristics, 1, 3, 21, 25–26, 31, 38, 39, 65, 76, 78, 82, 134, 210, 274 Chaudhri and, 328–29 Claridge Christmas tree, 305–6 Cook and, 101, 247–48, 274, 366 custom-made Leica camera, 170–72 De Iuliis and, 66–67 departure of, 401–3, 410 depression, 411 design of second version of tablet by, 65–66 design team and, 65, 83–84, 169 as design team head, 67, 82, 83–84 enchantment with San Francisco, 33, 37 endurance of Apple after death of Jobs, 404–5 fiftieth birthday celebrations, 329–34 Forstall and, 118–19, 129–32 growth of projects and responsibilities, 405 hearing aids for children, 33–34 in high school, 25–26, 27–29 iMac success and, 73 initial development of iMac, 70–72 as internal Apple politics player, 81–83 after introduction of Apple Watch, 232–33 iOS7 and, 162–63 iPad development and, 89 iPhone 11 and, 367 iPhone operating system, 131–32, 135, 136–38 iPhone tenth anniversary changes and, 323–24 iPods and, 79–81, 101 Juggernaut project, 39–40 knighted, 90–91 loss of Jobs’s feedback, 90 LoveFrom and, 403, 412 Macintosh computer and, 34 Macintosh redesign by, 66–67 Manus × Machina exhibit and, 299–303 marketing and, 31, 186–90, 240–44 materials’ usage, 174–75 Media Arts “Intention” campaign, 160–61 Media Arts “Leave It Better Than You Found It” pitch, 159–60, 161 meeting with employees after death of Jobs, 19–20 mouseless computer idea and, 85–86 new Apple headquarters at Apple Park and, 177–78 new headquarters at Apple Park and, 369–70 New Yorker profile of, 211 at Newcastle Polytechnic, 29–32, 33–36 as part-time, 247–49, 266–67, 272–74, 303–5, 363, 365–67, 405–6 pay package, 363–64 personal plane, 266 phone designed for Royal Society of Arts competition, 35–36 portable projector design, 27–28 power of, 83, 84 production of Power Macs, 77–78 Project Purple and, 86–87 retention stock grants, 17 Riccio and, 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 relationship Ive, Michael John (father of Jonathan) Apple computers and, 34 basic facts about, 22–23, 24–25 relationship with Jony, 24, 27, 28, 91, 394–95, 397 stroke, 394, 397 Ive, Pamela Mary Walford (mother of Jonathan), 22, 24–25 Jackson, Lisa, 341, 342 Jobs, Laurene Powell Apple Watch and, 235–36 biopic about Steve, 274–75 on bond between Jobs and Ive, 332–33 endurance of Apple after death of Jobs, 404–5 Jobs’s good-byes to colleagues, 11, 12 Manus × Machina exhibit and, 302 at Royal College of Art, 374–75 Jobs, Steve App Store and, 340 background, 7–8 balance of art with engineering under, 371 bureaucracy and, 14 characteristics, 6, 7, 13, 22, 72, 75, 76, 116, 341, 359 computers for masses, 8 Cook made COO by, 102–3 Cook made successor, 6, 106–7 Cook’s hiring and, 62–63 Cook’s house purchase and, 99 Cook’s obsession with work and, 100 death of, 12–13, 42–43, 90, 108 design team and, 21–22 empowerment of lieutenants by, 102 on ethos of Apple, 18, 358 Forstall and, 115–16, 117 illness of bedridden in Palo Alto, 5–6 doubt about future of Apple and, 88 kept secret, 6 liver transplant for cancer, 88 second leave, 105 unable to go to work, 89 iMac and, 70, 71, 72–73 importance of design to, 72 iPad and, 89 iPhone apps, 117 iPhone glass screens, 104–5 iPod Mini and, 205–6 as irreplaceable, 112 iTunes and, 204 lighter laptops and, 103–4 lobbying in Washington and, 157 marketing under, 148–49 as master of reinvention and innovation, 406 memorial service for, 18–20 mouseless computers and, 85–86 NeXT and, 9 “one more thing” and, 213 ousting of, 8, 65, 102 personal plane, 266 Pixar and, 102 popularity of personal computers and, 8, 55 product quadrants and, 176 Project Purple and, 86, 116 Rare Light and, 111 rehiring of former employees and, 181–82 reinvention of TV idea of, 113 retention stock grants to executive team and, 17 return to Apple with NeXT, 68 Sculley and, 8, 65, 102 structure of Apple and, 16–17, 130–31 tribute to, 393–94, 395–97 uniform worn by, 9 See also Jobs and Ive relationship Jobs and Ive relationship as balancing each other, 75–76 cementing of, 74 death of Jobs and, 12, 274–76 direct line of communication between, 81–82 iPod development, 80 Ive’s ability to put Jobs at ease, 72–73 Laurene Jobs on deepness of bond, 332–33 Jobs’s first public iPhone call to Ive and, 88–89 Jobs’s return to Apple and, 68–70 overlapping design sensibilities, 75 power of Ive and, 83 product greatness and, 75 success metrics and, 87 Johnson, Ron, 106 “Jony’s tears,” 369 Joswiak, Greg, xiii, 132 Juggernaut project, 39–40 just-in-time ordering processes, 56 Keane, Roy, 96–97 Keats, Jason, 171, 172 Kerr, Duncan, 85 Khan, Sabih, 100 Kim, Eugene, 181 Koh, D.J., 307 Ku Klux Klan, 48–49 Kudlow, Larry, 354, 355, 356 Kushner, Jared, 341, 342 Lady Gaga, 397–98 Lagerfeld, Karl, 219, 220, 221 Lamiraux, Henri, 118 Land, Edwin, 13, 15 Levin, Carl, 152–55, 157, 158–59 Li Keqiang, 321, 349 LoveFrom, 403, 412 Lynch, Loretta, 283–84 MacBook Airs, 7, 104 Macintosh computers Brunner and, 39 introduction of, 71 Ive’s introduction to, 34 Power Macs, 77–78 redesign by Ive, 66–67 Maestri, Luca basic Apple facts about, xiii Cook and, 274 iPhone access for law enforcement and, 287–90 promoted to CFO, 199 review of contracts with third-party suppliers, 200 Mansfield, Bob autonomous electric cars and, 318–19 basic Apple facts about, xiii as possible successor to Jobs, 106 resignation of, 400 retention stock grants, 17 smartwatch and, 181 manufacturing design team, 79 Manus × Machina exhibit (Metropolitan Museum of Art), 299–303 Marcom, 149, 150 Marcom team, 159 marketing Apple Watch, 186–90, 240–44 Clow and, 159 Cook and, 186, 188–89 “Designed by Apple in California” campaign, 164 “Genius” campaign, 149–50 “Get a Mac” campaign, 147, 149 Ive and, 186–90 under Jobs, 148–49 Media Arts “Leave It Better Than You Found It” campaign, 159–60, 161 Media Arts “The Walk” pitch, 155–57 Samsung Galaxy campaign, 146–48, 150 under Schiller, 149–52 SuperBowl “1984” spot, 8, 159 team members, xv “Think Different” campaign, 74, 155, 159 McDonough, Denis, 283–84 Media Arts Lab, 149, 150, 152, 155–57, 159–61, 162 Memphis (Italian design movement), 31 Menkes, Suzy, 217–18, 241–42 Metropolitan Museum of Art, 299–303 Meyerhoffer, Thomas, 82 Milanese loop, 174 Milner, Duncan, 155–57 Milunovich, Steve, 236, 245 Morita, Akio, 13, 15–16 Mossberg, Walt, 108, 264 Muir, David, 217, 290–92 multitouch, development of, 85–86 Nest Labs, 197 Netflix, 351, 352 Newcastle Polytechnic, 29–32, 33–36 Newson, Marc Apple Watch and, 141–42, 219–21, 241 Claridge Christmas tree, 305–6 custom-made Leica camera, 170–72 hired by Apple, 172–73 LoveFrom and, 403 at Royal College of Art, 374–75 Newton MessagePad, 65–66 NeXT, 9, 68, 115–16 Nike, 103 Obama administration, 283–84, 336 O’Brien, Deidre background, 99–100 basic Apple facts about, xiv characteristics, 382–83 under Cook, 100 operations team Cook and, 93–95, 99–100, 101 members, xv Oppenheimer, Peter basic Apple facts about, xiv board of directors and, 274 retention stock grants, 17 retirement of, 199 “Orator,” 35–36, 37 Ording, Bas, 85 O’Sullivan, Joe, 93–94, 95, 96–97, 99 Paris Fashion Week, 219–21, 235 Parsey, Tim, 66, 83 Passif Semiconductor, 312–13 Pegg, Heather, 26, 27, 30 See also Ive, Heather Pendleton, Todd, 144–46 personal computers (PCs) Apple II computer sales, 8 IBM PS/ValuePoint, 58 popularity of, 8, 55 price war between Compaq and IBM, 65 Petsch, Greg, 60–62, 63 Planet of the Apps, 351 Podolny, Joel, 16 Polaroid, 13, 15 Power Macs, 77–78 PrimeSense, 263 Project North Star, 352, 353 Project Purple, 86–87, 116 Project Titan, 203–4, 251–52, 267–70, 298 developmental problems, 297–98 Mansfield and, 318–19 Quanta Computer, 237 QuesTek Innovations, 175 “Quickboard,” 180 racism and Cook, 48–49 Rams, Dieter, 31 Rare Light, 111, 139, 182 Reynolds Aluminum, 53 Reznor, Trent, 253, 260 Riccio, Dan autonomous cars, 269 basic Apple facts about, xiv electric cars, 297 Ive and, 298 Roberts Weaver, 28, 29 Roberts Weaver Group, 32–33, 37 Robertsdale, Alabama, 45–49 Royal Society of Arts, 35–36 Rubinstein, Jon basic Apple facts about, xiv, 79–80 Cook’s house purchase and, 99 departure from Apple, 106 iPod development and, 79–80 Ive and, 81 Jobs and, 72 Palm and, 81 Saint John, Bozoma, 254 Samsung smartphones, 145–48, 150, 164, 212, 307–9, 315, 316 Barwick, Joni and John, 308 Samsung Galaxy campaign, 146–48, 150 San Francisco, 33, 37, 64 Satzger, Doug on design team’s collaborative process, 74–75 iMac and, 71, 74 iPod development and, 81 Ive and, 82–83 Jobs’s return to Apple and, 69 Schiller, Phil AirPods, 312, 313 App Store and, 279 Apple Watch and, 187, 279 basic Apple facts about, xiv Cook’s debut as Apple spokesman and, 11 iPhone access for law enforcement, 287–88 iPhone mapping system, 121–22 iPhone operating system, 132 iPhone X, 362 iPod development, 80 Mac Pro preview, 163 marketing and, 149–52, 187 Media Arts “The Walk” and, 155, 156–57 as possible successor to Jobs, 106 retention stock grants, 17 Vincent and, 149, 151–52 Schusser, Oliver, 383 Sculley, John, 8, 65, 66, 102 72andSunny, 146 Sewell, Bruce basic Apple facts about, xiv Cook’s debut as Apple spokesman and, 10 death of Jobs and, 12–13 iPhone access for law enforcement, 281–83, 286–87, 288–90, 292, 293–95 retention stock grants, 17 sexual orientation, 51–52, 223–31 Out, 227 Silicon Valley headquarters, 372–73 Siri, 11, 327, 387 skeumorphism, 131–32 smart speakers Cook and, 262 Echo, 262 HomePod speakers, 304, 326–27 smartphones Huawei, 378 privacy and security of, 287 Samsung, 145–48, 150, 164, 212, 307–9, 315, 316 See also iPhones smartwatches, 138 See also Apple Watch software team, xiv–xv, 137 Songs of Innocence, 216, 218 Sony Walkman, 13, 15–16, 79, 80 Sottsass, Ettore, 31 Spielberg, Steven, 388–89 Spindler, Michael, 8–9, 66, 67 Spotify, 199, 204, 255, 260, 350, 387 Stern, Peter, 325, 339 Steve Jobs Theater, 358–62 Stiller, Ben, 332 Stockdale, Charlotte, 141 Stringer, Chris basic Apple facts about, xiv HomePod and, 327 iMac and, 71 Jobs’s return to Apple and, 69 resignation of, 366, 400 success metrics, 87 Swift, Taylor, 258–60, 261 tablets, 9, 65–66, 89, 326 Tangerine, xvi, 38–40 taptic engines, 180, 238 TBWA\Media Arts Lab, 81 Tevanian, Avie, 106 “This Emperor Needs New Clothes” (Friedman), 235 Tidal, 204 TomTom, 121–22, 126 Top 100 event, 122–23 Trump, Donald attacks on China, businesses outsourcing jobs, and immigration ban, 336, 342–43, 345, 348 Cook and, 321, 346–47, 354–56, 357 election of, 321–22 inauguration, 335–36 tax laws, 346–47 trade with China, 348, 349, 354–56 Trump, Ivanka, 341, 342 TVs, reinvention of, 113–14 Tyrangiel, Josh, 224–26, 230 U2, 215–16, 218 Van Amburg, Zack, 353, 383, 388 Vincent, James, 81, 149, 150–52 Vogue, 217–18, 219–20 Walkman, 13, 15–16 Walt Disney Company, 13, 14, 15 Disney, Walt, 13, 14, 15 Walton High School, 27–29 wearable technology, 112–13 wearables business, 312–15, 411 See also Apple Watch Weaver, Barrie, 32, 33 Weschler, Ted, 316–17 Whang, Eugene “Eug,” 84–85, 412 Williams, Brian, 148 Williams, Jeff Apple Watch and, 180, 181, 182, 184, 191, 237–38, 245–46 Apple Watch Series 2 and, 311 background, 99 basic Apple facts about, xiv as Cook’s consigliere, 274 as Cook’s number two, 99 demand for Nanos, 103 departure of Ive and, 403 iPhone glass screens, 104–5 iPhone mapping system, 126 retention stock grants, 17 similarities to Cook, 180–81 Williamson, Richard, 121, 122, 123, 124–25 Winfrey, Oprah, 353–54, 389–90 Wintour, Anna, 189–90, 219–20, 277–78, 300 Witherspoon, Reese, 353, 389 World News Tonight, 217, 290 Wozniak, Steve background, 8 popularity of personal computers and, 8, 55 on Steve Jobs Theater, 360 Xi Guohua, 194–96 Xi Jinping, 319–20, 409 Yesterday, 398–99 Zorkendorfer, Rico AirPods and, 312–13 Apple Watch and, 133, 140, 176 basic Apple facts about, xiv resignation of, 400 Zuckerman, Andrew, 90, 364–65 Photo Section Jony Ive (right) shows Tim Cook (left) the recently unveiled Mac Pro in a ritual of corporate marketing after the 2019 Worldwide Developers Conference in San Jose, California.