Steve Jobs by Walter Isaacson (Part 3)

The iTunes Store. There were many illegal file sharing websites like Kazaa, Napster etc. Steve wanted a legal way to download music. The music companies wanted to copy protect their music. Apple decided to work with Sony on that (Warner-Sony). Sony backed out and worked with Universal to create Pressplay. This was a subscription service to music. Steve hated stealing and piracy. Steve wanted the top 5 record companies to sell through the iTunes store. Steve wanted 99 cents per song, with the record company getting 70 cents. Musicians were unhappy that Steve allowed sale of single songs. According to him, tech companies don’t appreciate artists, and music companies don’t know technology. Steve convinced the music companies to sell through iTunes. Doug Morris was head of UMG. Steve had the vision that music companies were lacking. Morris loved Steve. He agreed to join Apple, instead of partnering with Sony. Sony was a good company, just that their divisions never collaborated and there was no synergy. Andy Lack was head of Sony Music. He knew that if Sony sold music through iTunes, Apple would be making a lot of money. He was angry by that fact. Eventually, Sony agreed to sell through iTunes. Persuading the record companies was one thing, now Steve had to approach the musicians. He went to the major artistes, including Bono, Mick Jagger etc. iTunes was released in Apr 2003. iTunes provided smoother and faster downloads. This was the turning point of the music industry. Microsoft was amazed at how Apple had managed to convince the record companies. Microsoft wanted to compete with iTunes. Microsoft tried to copy, but this time they couldn’t. Apple allowed the iPod to work with Windows. Steve was very against this initially. Apple also produced iTunes for Windows, so that more PC users could own an iPod. iTunes for Windows was launched in Oct 2003. Microsoft introduced Zune in 2006, 3 years later. It had very low market share. Sony’s divisions did not co-operate. This led to their downfall. Apple didn’t have divisional P&L. It was one P&L for the company. Steve was not afraid of cannibalizing yourself. Sony Connect was introduced. It was similar to iTunes. It failed miserably. In Jan 2004, the iPod Mini was released in the market. The iPod Mini was a huge success. In 2005, the iPod Shuffle was also a big hit. People loved to shuffle songs sometimes. ‘Embrace uncertainty’. Apple got rid of the screen. By 2007, iPod sales were half of Apple’s revenues. The iTunes was also a huge success. By June 2011, Apple had a database of over 225 million users.

With Andy, it was mostly about his big ego. He never really understood the music business, and he could never really deliver. I thought he was sometimes a dick. – Steve Jobs

With iTunes, it’s not stealing anymore. It’s good karma. – Steve Jobs

Steve Job’s ability to focus in on a few things that count, get people who get user interface right, and market things as revolutionary are amazing things. – Bill Gates

The older I get, the more I see how much motivations matter. The Zune was crappy because the people at Microsoft don’t really love music or art the way we do. We won because we personally love music. We made the iPod for ourselves, and when you’re doing something for yourself, or your best friend or family, you’re not going to cheese out. If you don’t love something you’re not going to go the extra mile, work the extra weekend, challenge the status quo as much. – Steve Jobs

If you don’t cannibalize yourself, someone else will. – Steve Jobs

It’s wrong to steal. It hurts other people. And it hurts your own character. – Steve Jobs

I don’t care much about computers, and kept telling him so, but he goes on for 2 hours. He was a man possessed. After a while, I started looking at him and not the computer, because I was so fascinated with his passion. – Wynton Marsalis, a famous jazz musician

Music Man (The Sound Track of His Life). Revealing your iPod to your friends can reveal what kind of person you are. Music reveals who you are. Steve liked the Beatles and Bob Dylan. He had a lot of artistes from the 1960s and 1970s. Steve liked Bach. Both the Brandenburg concertos and the Goldberg Variations. The second version was much darker and wiser. Steve also preferred the second version. Joni Mitchell was also his favorite artistes. Steve visited Dylan before one of his concerts. Steve was really nervous. Steve was really impressed with him. Artists knew that if they appeared in Steve’s ads, they would have added publicity. Dylan, to Steve, was still cool. After an ad featured him, he was top of the charts again. Beatles was still not on iTunes. Steve made sure they were eventually on it. Bono, from U2, wanted a riff from Vertigo played in an iPod commercial. iPod commercials featured silhouettes of artistes. Bono wanted a special version of the iPod released and royalties for each one sold. Eventually, Steve agreed to a deal with U2. Steve also like YoYo Ma, the famous cellist. He played Bach at Steve’s house. Steve teared by the sheer quality of his playing ability. Steve liked people who are pure. Pure with passion. He made YoYo Ma promise that he will play at his funeral.

He was one of my heroes. My love for him has grown over the years, it’s ripened. I can’t figure out how he did it when he was so young. – Steve Jobs, on Bob Dylan

The way we build stuff at Apple is often this way. Even the number of models we’d make of a new notebook or iPod. We would start off with a version and then begin refining and refining, doing detailed models of the design, or the buttons, or how a function operates. It’s a lot of work, but in the end it just gets better, and soon it’s like, ‘Wow, how did they do that?!? Where are the screws? – Steve Jobs

Steve (Jobs) can be sparky, but those moments have made us closer friends, because there are not many people in your life where you can have these robust discussions. He’s very opinionated. After our shows, I talk to him and he’s always got an opinion. – Bono, from U2

You playing is the best argument I’ve ever heard for the existence of God, because I don’t really believe a human alone can do this. – Steve Jobs, on YoYo Ma

Pixar’s friends and Foes. Lasseter set the tone at Pixar. He let the creative people do the work quietly and did not want to interfere excessively. Steve was more into deal making. Steve clashed with Katzenberg when he accused him of stealing the Bug’s Life from Pixar and adopting it for Antz at Dreamworks. Lasseter was super pissed with Katzenberg and didn’t speak to him. It was Lasseter who first revealed that Pixar was doing an animated film on insects. Antz was released in the market first. . The Bug’s Life did twice as well as Antz, thankfully. Although Steve and Katzenberg was still on talking terms, Steve never really forgave him. Steve wanted a HQ for Pixar. The building was Steve’s movie. The building was designed such that people would keep bumping into each other in a central area. Michael Eisner’s Disney started to get aggressive at Steve Jobs. Steve didn’t want to deal with Disney anymore. Finding Nemo became the biggest hit so far. Lasseter was upset with the breakup with Disney. Steve explained why they had to break up. To Steve, Eisner was a creative guy who performed well in his first 10 years when he had Frank Wells to run the operations for him. After he left, for the next 10 years, Eisner didn’t do such a good job. He had poor managerial skills. Treasure Planet and Brother Bear from Disney were poor performers. Now, Eisner realized how bad his animation team was. Both Eisner and Steve refused to compromise. Therefore, a divorce was inevitable. Eisner was soon axed and replaced with Iger. Steve now tried again at striking a deal with Disney. The iPod video was soon released. Iger and Steve struck a deal. The iPod would also be selling TV shows. This was collaboration between Disney and Apple. Since their animation team sucked, Iger explored the possibility of buying Pixar. Iger admitted they missed Pixar. Steve usually started negotiating by proclaiming the other party sucked. Lasseter was shocked when learning that Disney might want to buy Pixar. Disney produced to buy Pixar for $7.4 billion in equity. Lasseter did all the pitching in the acquisition deal. Eisner was against this and wanted the animation team to get their act together. Steve did the announcement to Pixar employees that Disney was taking over. Catmull would be head of Disney animation and Lasseter would be chief creative officer. It was like a reverse acquisition. Toy Story 2 was an even bigger hit.

My goal has always been not only to make great products, but to build great companies. Walt Disney did that. And the way we did the merger, we kept Pixar as a great company and helped Disney remain one as well. – Steve Jobs

There’s a classic thing in business, which is the second-product syndrome. I live through that at Apple. My feeling was, if we got through our second film, we’d make it. – Steve Jobs, on Pixar

There’s a temptation in our networked age to think that ideas can be developed by email and iChat. That’s crazy. Creativity comes from spontaneous meetings, from random discussions. You run into someone, you ask what they’re doing, you say ‘Wow’, and soon you’re cooking up all sorts of ideas. – Steve Jobs

The worst, thing, to my mind, was that Pixar had successfully reinvented Disney’s business, turning out great films one after the other while Disney turned out flop after flop. You would think the CEO of Disney would be curious how Pixar was doing that. But during the 20 year relationship, he visited Pixar for a total of about 2 and a half hours, only to give little congratulatory speeches. He was never curious. I was amazed. Curiosity is very important. – Steve Jobs

He has the absolute ability to make you believe. Suddenly, we all had the confidence that, whatever happened, Pixar would flourish. – Oren Jacob

One of the things that Steve and I are incredibly excited about is the intersection between great content and great technology. – Bob Iger

It’s night and day different from Eisner’s Disney. He’s straightforward, and there’s no drama with him. – Steve Jobs, on Bob Iver

Michael (Eisner), how come you say I can fix it, when you couldn’t fix it yourself? – Bob Iger

21st Century Macs. Setting Apple Apart. The iBook was released in 1999. The G4 was a huge success as well. Jobs wanted to mass market something to consumers. The Cube would not do so well as it priced too expensive. In 2000, Apple had disappointing revenue results. At one point, their share price fell to $15. Flat displays were the in thing then. Finally, Steve and Jony thought of a laptop design. Apple was the only company still trying to innovate. The PowerPC chips they were using was faster than Intel for a few years. Motorola could not keep us with chip development and Steve wanted to switch to Intel chips. The board decided that they had to move to Intel. They hammered out a deal which impressed Bill Gates. He was surprised that Apple’s PCs could transition so seamlessly with different chips. Steve was accused of taking excessive executive compensation with his stock options. It was never about the money for Steve. He wanted even more stock options. Apple tried to backdate his options. This was discovered by the SEC. Steve was eventually not charged for doing that.

Round One

Memento Mori. Steve predicted that 1997 was the cause of his cancer, when he worked on two jobs full time. His immune system was rather weak at that time. A CAT scan in 2003 revealed a tumor in the pancreas. Steve was in denial and didn’t want to do it. The doctor identified it as a tumor. It was a tumor which had a chance to be treated successfully. To everyone’s horror, Steve didn’t want to have surgery at first. He wanted to try other methods to cure himself. He was not ready to go for surgery. He thought he could cure himself by eating nutritious foods. Everyone kept advising him to take the surgery. Steve was still living in his distortion reality field. He liked to ignore things he didn’t know how to deal with. By July 2004, the cancer had spread. He underwent surgery in 2004. The doctors only removed part of the pancreas. Tim Cook took over the operations in Aug 2004. Because of the lack of protein in his diet, doctors advised him to take more meat. He refused. The bad news was that the cancer had spread. The cancer had spread to his liver. He underwent chemotherapy. He lied to his friends, saying that he was ‘cured’. He was 50 when he gave the commencement speech at Standford University. He wrote the speech himself. It was simply a graceful speech. Famous colleagues attended his 50th birthday. Cook was calm and decisive when he took over as temporary CEO. Steve made Cook COO in 2005. Steve let Rubinstein leave eventually. He hired a professor to develop case studies on Apple so that new executives could learn from top management. ‘Memento mori’: Remember you will die. This helped to keep things in perspective. Steve recovered temporarily and worked even harder. He became somewhat a better person after his cancer episode. Ive was still perplexed by his behavior. Steve felt the rules of social engagement didn’t apply to him. Gates and Jobs sat in for a joint interview in 2007.

I think Steve has such a strong desire for the world to be a certain way that he wills it to be that way. Sometimes it doesn’t work. Reality is unforgiving. – Laurene Powell

Remembering that I’ll be dead soon is the most important tool I’ve ever encountered to help me make the big choices in life. Because almost everything – all external expectations, all pride, all fear of embarrassment or failure – these things just fall away in the face of death, leaving only what is truly important. Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason to follow your heart. – Steve Jobs

Some people resent the fact that Steve Jobs gets credit for everything, but I’ve never given a rat’s ass about that. Frankly speaking, I’d prefer my name never be in the paper. – Tim Cook, new Apple CEO

I realized very early that if you didn’t voice your opinion, he would mow you down. He take contrary positions to create more discussion, because it may lead to a better result. So if you don’t feel comfortable disagreeing, then you’ll never survive. – Tim Cook

The iPhone. Three Revolutionary Products in One. By 2005, iPod sales were skyrocketing. It accounted for 45% of total revenue. The next step was to create a phone. A good phone competitor could cause iPod sales to plunge. Steve thought about partnering with Ed Zander, CEO of Motorola, to create a RAZR that could play music. Eventually, hardware and software with not in sync and integrated. Steve decided to work on his own model. Most of the phones in the market were too complicated. There was a huge market for phones. They wanted to modify the iPod. Eventually, they did away with the click wheel. The idea for the iPad came before the iPhone. A Microsoft kept revealing information about the tablet to Steve. Steve never liked the idea of a stylus. He made one without a keyboard and a stylus. His engineers took 6 months to come out with one prototype. Steve liked the idea of multi-touch technology. Apple bought over FingerWorks, a company dealing with multi-touch trackpads. Steve wanted rounded rectangles for the shape of the iPhone. They used anodized aluminum for the case and gorilla glass. Steve was impressed with Weeks idea of gorilla glass. It was technology developed in 1960s, but never utilized. Once again, Steve decided to change the design at the last minute. Jan 2007 was the release date for the iPhone. ‘It was a 3-in-1 device’. By end of 2010, it sold 90 million iPhones.

He’s always believed that thin is beautiful. You can see that in all of the work. We have the thinnest notebook, the thinnest smartphone, and we made the iPad thin and then even thinner. – Tim Cook

Round Two (The Cancer Recurs). In early 2008, the cancer was spreading. The pancreas failed to produce enzymes to digest proteins. He also still kept to a strict vegetarian diet, which made it worse. Their family hired a cook. His eating disorders got worse. The media soon was attacking Steve Jobs at hiding his health condition to the public. During the 3G iPhone launch, he was super thin. Apple said was it due to a common bug. Apple share price kept falling when Steve’s health got worse. Steve based out of an interview with Bill Gates, Andy Grove and Michael Dell. He also cancelled the Mac product show. In early 2009, he defended his absence by saying he wanted to spend more time with his family. He tried various forms of therapy overseas. It didn’t work. He decided to take medical leave in early Jan, 2009. Tim Cook would take over the daily operations. SEC wanted to accuse Apple of withholding material information about Steve’s health. The board at Apple was torn as to whether to reveal more information about his health. Fisher was now saying that Steve needed a liver transplant. However, there was a long waiting list. Steve was placed on 2 different states’ waiting list at the same time. The liver transplant was a success. There were tumors throughout his liver when it was removed. He nearly died at that time. Even when doctors tried to put the mask on him, he commented that the design sucked. Steve recovered from this episode and he was still as grumpy as ever. Apple’s stock fared well in the time that he was away. He faced the public again in Sept 9. He revealed that he received a liver transplant. He revealed the new iPod Nanos. At the beginning of 2010, it would be one of his more productive years.

To manage Steve, you have to be persistent. Eason managed Steve and forced him to do things that no one else could, things that were good for him that may not have been pleasant. – Tim Cook

The iPad. Into the Post-PC era. As usual, Steve kept tinkering with the design. Apple licensed the ARM architecture. They used the A4 chip instead, instead of dealing with Intel. Intel was too slow sometimes. The iPad was launched in Jan 2010. It was in between the iPhone and a laptop. Bill Gates and some of the media was not impressed with it. There were a lot of emails complaints that were sent to Steve Jobs. Steve wanted the next version of the iPad to emphasize on artistic creation. The response was mixed and there were some media groups who liked it. It was very intuitive and easy to use. Even a 6 year old could figure it out. Sales were extremely good. It was one of the most successful consumer product launch in history. Steve was angry with the quality of commercials and he wanted something better. It had to be a manifesto. It had to be big. The app store was becoming huge and it allowed people to do all sorts of things. They needed to empower develops to make lots of apps. Steve allowed outsiders to write apps, but they would have to meet standards and could only be sold through the iTunes store. The App store opened in July 2008. Apple was also competing with Amazon on ebooks. He allowed the publishers to set their own price but not the music companies to do so. Steve wanted to work with NY times to strike a deal.Steve refused to give out subscriber info to the NY times. He didn’t want the publisher to develop their own app and sell it through the iTunes store. He also succeeded in convincing a few magazine or newspaper publishers. Rupert Murdoch and Steve became quite close. Steve now wanted to target schools and replace textbooks with his iPad.

The reason Apple can create products like the iPad is that we’ve always tried to be at the intersection of technology and liberal arts. – Steve Jobs

New Battles (And Echoes of Old Ones). Google created the Android operating system to compete with Apple in the phone market. Eric Schmidt was on the Apple board and Larry Page/Sergey Brin were close to Steve as well. He was pissed. Their multi-touch device was also similar to the iPhone. Steve tried to dissuade them from creating the Android. Apple sued HTC (as they were the first to create the multi-touch device). Steve wanted to destroy the Android. Google Docs was shit to Steve. There was always the debate between open and closed systems. Schmidt admitted that Apple always believed in a closed system. An open system would lead to more options and consumer choice. Apple want to ban apps that defamed people, were politically explosive or deemed to be pornographic. He had a verbal sparring with Tate regarding censorship of apps. Apple doesn’t want to be seen as restricting freedom by choosing the apps they wanted to display. Others starting seeing Steve and Apple as being very arrogant. Design vs engineering was a big problem at Apple. Whenever the engineers couldn’t do something, Steve would persuade them to keep trying. For the iPhone 4, if you held it in a certain way, one could lose connection. It became the Antennagate problem. Steve Jobs gave a press conference to the public to address this. He allowed people to return their phones. Only 1.7% did as the problem was not too serious. iPhone was the best selling product. The Beatles were finally released on iTunes in a special edition.

Adobe Flash is a spaghetti-ball piece of technology that has lousy performance and really bad security problems. – Steve Jobs

To Infinity (The Cloud, the Spaceship, and Beyond). The iPad 2. Steve wanted to add back and front cameras. He wanted it slimmer. He wanted a detachable cover that was magnetically controlled. It was a smart cover. This cheeky cover impressed many people. He was there for the product launch in Mar 2011. Globalization effects were everywhere, even in Turkey. He kept trying to design a boat again. He was determined to keep working on the boat’s design. It was his twentieth wedding anniversary. In 2008, he predicted that cloud computing would be the next big thing. He was right on that. iCloud was launched in June 2011. He was still on medical leave. However, he desperately wanted to give the speech. Steve looked weak. Everything would now be moved to the Cloud. Steve bought the Cupertino campus. He wanted a showcase HQ. Sir Norman Foster was the architect for the project.

It’s like a spaceship has landed. I think we have a shot at building the bet office building in the world. – Steve Jobs

It’s in Apple’s DNA that technology alone is not enough. We believe that it’s technology married with the humanities that yields us the result that makes our hearts sing. Nowhere is that more true than in these post-PC devices, – Steve Jobs

Living with a disease like this, and all the pain, constantly reminds you of your own mortality, and that can do strange things to your brain if you’re not careful. You don’t make plans more than a year out, and that’s bad. You need to force yourself to plan as if you will live for many years. – Steve Jobs

I’m very lucky, because you just don’t know what you’re getting into when you get married. You have an intuitive feeling about things. I couldn’t have done better, because not only is Laurene smart and beautiful, she’s turned out to be a really good person. – Steve Jobs

I want to leave a signature campus that expresses the values of the company for generations. – Steve Jobs

Round Three (The Twilight Struggle). He had a burning desire to see his son graduate from high school. Unlike his dad, Reed was empathic and affectionate. He loved Steve. The moment his Dad had cancer, Reed spent time at the oncology lab to study about cancer markers. Reed could interact with many of the famous doctors. Reed wanted to combine biology and technology. He had a playful and warm personality. He wanted to be a cancer researcher when he grew up. At his high school graduation, Steve was elated. Erin, Steve’s daughter, was not very close to Steve as she was sensitive and quiet. Steve didn’t want to take her for any important events. Erin was fine with Steve treating her this way. Steve took the whole family to Kona Village for holiday. He even took them to Kyoto. Steve liked sushi and soba. The trip to Kyoto was also a spiritual one. Eve, Steve’s other daughter, wanted to be a horseback rider at the Olympics and was determined to get there. She was also a very sensitive girl. In Feb 2010, Steve turned 55. His health was now better. Powell arranged for Steve to meet President Obama. However, Steve was unwilling to meet him as he felt it was very ceremonial. Eventually the meeting lasted 45 minutes. He wanted Obama to make things more business friendly as there were too many regulations. Also, the American education systems had too many union work rules. He also wanted interactive educational materials. Steve wanted foreign engineering graduates a visa to stay in the US. He also wanted more trained engineers. His third medical leave took place in 2011. He lost his appetite and felt pain in his body. In Nov 2010, he had to be fed through tube. However, he didn’t want his condition to be leaked out. He had no appetite anymore. He also became increasingly emotional. In 2011, there was evidence of new tumors. At this stage, he was moaning in pain. Since young, he knew he could induce euphoria and ecstasy by fasting. He was absolutely ignorant about the need for medication or to seek professional help. Tim Cook was once again put in charge of Apple’s operations. His treatment was not integrated but taken care by many different specialists. Steve had his genes sequenced. This molecular therapy was better than chemotherapy. Lisa got back in touch with Steve then. Lisa was 32 then. Steve Jobs even told Larry Page how to build great companies. Bill Gates also came to pay a visit. They had a nice warm chat. That Day Has Come. Steve wanted to create an integrated television set that would be synced on the iCloud. By July 2011, the cancer had spread to the other parts of his body. He spent almost all his days watching television. The author met him in Aug 2011. Steve was too weak to get out of bed. Steve showed a few family pictures to Walter Isaacson. Steve wanted the author to write about him while he was still alive so that he could project a better account of himself. He knew he would not be returning to CEO anymore. In Aug 24, he announced the decision to the board that he was stepping down. The directors praised his contributions to the firm. Resolutions were passed on who would succeed him. It was decided that Tim Cook would succeed Steve Jobs. The board gave Steve a hug.

She’s a pistol and has the strongest will of any kid I’ve ever met. – Steve Jobs, on Eve

Like many great men whose gifts are extraordinary, he’s not extraordinary in every realm. He doesn’t have social graces, such as putting himself in other people’s shows, but he cares deeply about empowering humankind, the advancement of humankind, and putting the right tools in their hands. – Laurene Powell

That’s how I’m going to spend part of the time I have left. I can help the next generation remember the lineage of great companies here and how to continue the tradition. The Valley has been very supportive of me. I should do my best to repay. – Steve Jobs

I’ve had a very lucky career, a very lucky life. I’ve done all that I can do. – Steve Jobs

Legacy. The Brightest Heaven of Invention. His personality was reflected in the products Apple created. He was super intense at times. This could be either charming or terrifying. He had a binary view of the world and of almost everything. He wanted end-to-end control of every product. Steve always looked to integrate hardware and software. ‘Open’ VS ‘Closed’ software. Steve also had a good ability to focus and to filter out distractions. Everything was about simplicity and elegance. He was a brutally honest guy. He had a nasty personality and was mean to others. This had an advantage when he got people to do things they never dreamed of. He was both good at sizing up the big picture and also the minute details. His inventions are as follows (The Macintosh; Toy Story and other Pixar blockbusters; Apple stores; The iPod; The iTunes store; The iPhone; The App Store; The iPad; iCloud etc). He was a genius at sensing what lay ahead. Steve can be placed alongside Edison and Ford. The products were the motivation, not the profit. Sculley wanted to make money. Figure out what the customer wants and not give them what they want. You need good foresight of that. Being closed allow you to control the experience. Bill Gates was more of a business guy than a creative guy. Xerox and IBM let the salespeople run the show. They didn’t understand the product well. I wanted a company to last. He wanted everyone to be brutally honest with each other.

I hate it when people call themselves entrepreneurs when what they’re really trying to do is launch a startup and then sell or go public, so they can cash in and move on. They’re unwilling to do the work it takes to build a real company, which is the hardest work in business. – Steve Jobs

What drove me? I think most creative people want to express appreciation for being able to take advantage of the work that’s been done by others before us. I didn’t invent the language or mathematics I use. I make little of my own food, none of my own clothes. Everything I do depends on other members of our species and the shoulders that we stand on. And a lot of us want to contribute something back to our species and to add something to the flow. It’s about trying to express something in the only way that most of us know how – because we can’t write Bob Dylan songs or Tom Stoppard plays. We try to use the talent we do have to express our deep feelings, to show our appreciation of all the contributions that came before us, and to add something to that flow. That’s what has driven me. – Steve Jobs

stevejobs

Steve Jobs by Walter Isaacson (Part 2)

The Launch (A Dent in the Universe). It was now 1984. Microsoft was now competing with Apple. Revenue now largely came from its operating system. IBM was dominating the PC market. The Mac was not out yet. Once again, Steve set ridiculous deadlines for the programmers at Apple, which they eventually managed to meet. Lee Clow was tasked to design the advertisement for the Mac. Steve was a rebel deep inside. He was representative of the counterculture. It turned out to be one of the greatest commercials of all time.. “On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like ‘1984’”. Over the years, Steve became a master at product launches. He had his way with the media. It was Jan 24 and the team had completed the software for the Mac.

Obviously, I can talk. But right now I’d like to sit back and listen. So it is with considerable pride that I introduce a man who’s been like a father to me, Steve Jobs. – The Macintosh

Did Alexander Graham Bell do any market research before he invented the telephone? – Steve Jobs

Gates and Jobs (When Orbits Intersect). The Macintosh Partnership. Bill Gates was another high school dropout. They both had very different personalities. Bill Gates was not someone who represented the counterculture. Rather, he dropped out of school to start a computer software company. Bill was more of the introverted sort. They each really didn’t like each other. Bill was not as closed and was open towards licensing of the operating systems. Steve thought Bill liked to rip off other people’s ideas and was better at philanthropy. Bill agreed to work on Excel, Word and BASIC for the Mac. Bill was a guy who hated the Mac and didn’t know how to appreciate it. They forged a deal where Microsoft would develop Excel for the Mac and Apple would stop working on BASIC. The software like Excel were sold separately from the Mac. Also, Microsoft bundled such software for IBM etc. Microsoft had an operating system known as DOS. There were fears that Microsoft were going to copy the user graphic interface(GUI). So they decided to copy Apple. Bill could not create GUI until 1983. Soon after, he create Windows. The deal to do non competing software was wearing out. Steve told him that he was ripping them off. Apple and Microsoft had a strained relationship after that. Windows was only released in 1985 and it was bad. Through improvement, it became better and now is a more dominant OS.

The only problem with Microsoft is they just have no taste, they have absolutely no taste. I don’t mean that in a small way. I mean that in a big way, in the sense that they don’t think of original ideas and they don’t bring much culture into their product. – Steve Jobs

Each one thought he was smarter than the other one, but Steve generally treated Bill as someone who was slightly inferior, especially in matters of taste and style. – Andy Hertzfeld

Steve was in his ultimate pied piper mode, proclaiming how the Mac will change the world and overworking people like mad, with incredible tensions and complex working relationships. – Bill Gates

Well, Steve, I think there’s more than one way of looking at it. I think it’s more like we both had this rich neighbor named Xerox and I broke into his house to steal the TV set and found out that you had already stolen it. – Bill Gates

Icarus (What Goes Up…). Flying High. The Mac was doing well. Steve was now controlling Sculley, Apple’s president. Steve needed extreme control. Steve had the factory painted in bright colours. He was crazy and wanted to check for dust in corners of the factory. He wanted to instill a sense of discipline in the workings. He just continued speeding after he got a ticket for speeding. Especially in Europe, he kept pressuring the managers to increase sales forecasts. One had to out-bully him. Sales of the Mac started to slow in 1984 as it was underpowered. It had only 128K of RAM. It didn’t have an internal hard disk drive as well. There was also no fan on the Mac. This caused it to overheat easily. Steve turned 30 in 1985. A few of the engineers started to leave Apple. Steve was upset by this. Woz decided to start his own company and manufacture remote control device. Sculley didn’t really understand Apple’s products and hated tweaking by Steve on the design. Sculley and Steve got into a huge conflict. He told Steve to give up on the Mac division. He wanted Steve to work on new technology and products. The board had the final decision on what to do. The board wanted Steve to run a research lab. They sided with John Sculley to eject Steve from the Mac division. There was little cooperation between divisions in Apple. John Sculley refused to let Steve run the Mac division. Steve launched a coup and gathered his supporters to fight against John. The board had to vote on whether they preferred John or Steve. In conclusion, the board sided with John and Steve Jobs was out of Apple. Even those Sculley won, he also felt like resigning. Gassee would take over the Mac division as well as other products. Steve could be the board chairman, with no AppleLabs or operational duties. Jobs would be a visionary with no recognition. Steve now spent more time with his girlfriend, Tina Redse. The three men who brought him up (Sculley, Markkula and Rock) brought him down now. Steve had lost the respect from them. Steve thought Sculley was a bozo. Steve and his girlfriend headed off to Europe to take a break.

You have to be ruthless if you want to build a team of A players. It’s too easy, as a team grows, to put up with a few B players, and they then attract a few more B players, and soon you will even have some C players. The Macintosh experience taught me that A players like to work only with other A players, which means you can’t indulge in B players. – Steve Jobs

Your thoughts construct patterns like scaffolding in your mind. You are really etching chemical patterns. In most cases, people get stuck in those patterns, just like grooves in a record, and they never get out of them. – Steve Jobs

If you want to live your life in a creative way, as an artist, you have to not look back too much. You have to be willing to take whatever you’ve done and whoever you were and throw them away. – Steve Jobs

The more the outside world tries to reinforce an image of you, the harder it is to continue to be an artist, which is why a lot of times, artists have to say ‘ Bye, I have to go. I’m going crazy and I’m getting out of here.’ And they go and hibernate somewhere. Maybe later they re-emerge a little differently. – Steve Jobs

Sculley believed in keeping people happy and worrying about relationships. Steve didn’t give a shit about that. But he did care about the product in a way that Sculley never could, and he was able to avoid having too many bozos working at Apple by insulting anyone who wasn’t an A player. – Al Alcorn

We have developed a great friendship with each other, but I have lost confidence in your ability to run the Macintosh division. – Sculley

The board felt that I couldn’t run a company, and that was their decision to make. But they made one mistake. They should have separated the decision of what to do with me and what to do with Sculley. They should have fired Sculley, even if they didn’t think I was ready to run Apple. – Steve Jobs

NeXT

Prometheus Unbound. Steve was excited and now wanted to start a new company. Universities wanted machines that were more powerful than the Mac. Gassee cancelled the Big Mac experiment.He now persuaded some of the Apple’s current employees to join me. Steve wanted to create a computer for the higher education market. He only wanted a few of the top people from Apple but said he would not compete with Apple. Steve took 5 people with him, and they were to resign on their own accord. He took Page, Lewin etc. The Board was furious with Steve for poaching their staff. Mike Markkula, Rock etc were furious with Steve for taking 5 senior staff. People were shocked by his behavior. He drove to Mike’s house with his resignation letter. Both Jobs and Wozniak were out. The board sued Steve for poaching staff and breaches of fiduciary obligations. He liquidated his 11% of stock in Apple for more than $100 million. Tough love made him a better person. He named his next company ‘Next’. He contacted Paul Rand to design the logo. Rand was contracted to IBM but was given permission by the CEO to design the logo. He wanted the new PC to be a cube. NeXT was born. The lawsuit was settled when NeXT was placed with a few restrictions on what it could do. Esslinger also joined NeXT. Steve wanted a cube shaped PC. He was still prone to mood swings. Lotus agreed to write a spreadsheet for the NeXT operating system. He treated employees the same. NeXT was in trouble when they were slow to launch a product and cash was burning out. Perot was a venture capitalist who was willing to invest in NeXT. He eventually took a stake in the company. Bill Gates did not want to develop software for NeXT as it was not revolutionary. Steve tried to persuade IBM to stop using Windows, but rather collaborate with NeXT. Bill was furious on learning about this because he felt the object-oriented OS at NeXT was not compatible with IBM. Eventually the deal died. In October 1988, NeXT was launched. He controlled the design of everything. He charged the product at $6,500 each. This was way too expensive. The keynote was a success. However, the public response to it was lukewarm at best. Sales in 1989 turned out to be bad and NeXT was bleeding cash once again.

He had it in his mind to start a new company. He was young and rich, and had to find something to do with the rest of his life. – Paul Berg

As you know, the company’s recent reorganization left me with no work to do and no access even to regular management reports. I am but 30 and want still to contribute and achieve. After what we have accomplished together, I would wish our parting to be both amicable and dignified. – Steve Jobs

What I’m best at doing is finding a group of talented people and making things with them. I’ll always remember Apple like any man remembers the first woman he’s fallen in love with. – Steve Jobs

Part of my responsibility is to be a yardstick of quality. Some people aren’t used to an environment where excellence is expected. – Steve Jobs

Steve Job’s product comes with an interesting feature called incompatibility. It doesn’t run any of the existing software. It’s a super-nice computer. I don’t think if I went out to design an incompatible computer I would have done as well as he did. – Bill Gates

PIXAR (Technology Meets Art). Steve went for a walk with Alan Kay. He brought him to Ed Catmull, a member of George Luca’s Lucasfilms. Steve was thoroughly impressed with the firm. John Lasseter was a star at animation. The IT division of Lucasfilms needed a buyer. Steve agreed to buy 70% of it for $10million. PIXAR married art with technology. Steve initially didn’t want to cede control. Lucas advised Steve that his people were only interested in animation. The Pixar Image Computer was a big thing. Soon, Steve began to control things and propose wacky ideas. Steve wanted to integrate hardware with software. He tried to lower the cost of the PC to about $30,000. Steve wanted to mass market it. However, the design features did not suit the common user. People were not interested in graphics rendering. Steve was an exceptionally charismatic man. Only Disney was interested in Pixar’s technology. Lasseter was a designer of animated films and Steve was thoroughly impressed with him. They complemented each other very well. Lasseter’s film was nominated for an Academy Award. Steve kept funding the animated films division. Alvy Ray Smith, a co-founder at Lucasfilms, hated Steve. He refused to be a slave for him. Smith left to set up his own design film. This was eventually bought by Microsoft. Steve was merciless about chopping people when the firm started bleeding cash. He also didn’t want to share information with Intel. Disney worked with Pixar to bring animated films to another level.

My view is that people are creative animals and will figure out clever new ways to use tools that the inventor never imagined. I thought that would happen with the Pixar computer, just as it did with the Mac. – Steve Jobs

A Regular Guy (Love is Just a 4 Letter Word). Jobs met Joan Baez and was attracted to her. He was ending his past relationship with Barbara Jasinski. The girl was 41 and he was 27. Joan was once a lover of Bob Dylan. Steve gave her a few of the Apple PCs. Joan hated a idea of a computer playing music. Joan also had a kid from her previous relationship. After 3 years, their relationship ended. Clara had lung cancer when Steve was 31. Steve now managed to find his biological mother. After Clara died, he contacted Joanne Simpson. Joanne was overwhelmed when he met Steve. Steve actually had a sister named Mona. Mona was a writer with a magazine. They became closer, like family. She wrote a book about him. It was known as ‘A Regular Guy.’ Now, they tried to hunt down their father. Steve had actually inadvertently met his father at a restaurant which he used to frequent. Lisa was the girl who Steve abandoned. When Lisa was about 8, Steve often visited her and brought her around. Lisa and Steve’s relationship would be a rollercoaster, with many ups and downs. Steve could be a very romantic guy. Steve met a Tina Redse, a blonde woman. Tina was very understanding and they hit it off. Steve was incredibly self-centered. Their relationship lasted for 5 years. There were plenty of fights during their relationship. Steve was someone who lacked empathy. Things were just not meant to be.

I believe in environment more than heredity in determining your traits, but still you have to wonder a little about your biological roots. – Steve Jobs

Steve believed it was our job to teach people aesthetics, to teach people what they should like. I don’t share that perspective. I believe when we listen deeply, both within ourselves and to each other, we are able to allow what’s innate and true to emerge. – Tina Redse

Family Man (At Home with the Jobs Clan). Jobs eventually married Laurene Powell. He gave lectures at Stannford. Laurene was impressed with Steve and he took her out for dinner. She left her number behind. He brought her to a vegan restaurant. Laurene did not worship money, which was good. He was 36 when he got married. Laurene was 27. . After marriage, Laurene set up her own company, Terravera. Steve lived in a very unassuming house with his wife. Burrell went psychotic. Lisa moved in with Steve when she was 14. Laurene was supportive and attended most of Lisa’s school events. Lisa got admitted to Harvard. Erin was 1 year old then. Erin was Steve Job’s daughter as well. Their son was known as Reed Paul Jobs. Reed turned out to be smart, creative and someone with good manners. Erin was born 4 years later. Eve was born another 3 years later. Steve was closer to his son than his daughters.

Every other CEO I know has a security guard. They’ve even got them at their homes. It’s a nutso way to live. We just decided that’s not how we wanted to raise our kids. – Steve Jobs

There were only two women in my life that I was truly in love with, Tina and Laurene. I thought I was in love with Joan Baez, but I really just liked her a lot. It was just Tina and then Laurene. – Steve Jobs

He had the power to focus like a laser beam, and when it came across you, you basked in the light of his attention. When it moved to another point of focus, it was very, very dark for you. It was very confusing to Laurene. – Kat Smith

He is the luckiest guy to have landed with Laurene, who is smart and can engage him intellectually and can sustain his ups and downs and tempestuous personality. – Joanna Hoffman

Toy Story (Buzz and Woody to the Rescue). ‘It’s kind of fun to do the impossible.’ Walt Disney. There was a fit between Pixar and Disney. Pixar wanted to do a film with Disney. Jeffrey Katzenberg was the head of Disney’s film division. Katzenberg was a tyrant and was similar to Steve Jobs. ‘Everybody thinks I’m a tyrant. I am a tyrant. But I’m usually right.’ Jeffery Katzenberg. John Lasseter thought of Toy Story as a movie. The two main characters were Buzz Lightyear and Woody. The story kept changing, but Steve kept costs under control. Steve only wants perfection. He was about to revolutionize the movie industry. He wanted to take Pixar public. Toy Story was released in Nov 1995. Toy Story turned out to be a huge success. Whose movie was it? Pixar or Disney’s? The IPO was also a huge success and the firm raised a lot of money from the public market. He was a billionaire now. Pixar had the ability to co-market and design the films. It was great

Everyone has had the traumatic childhood experience of losing a toy. Our story takes the toy’s point of view as he loses and tries to regain the single thing most important to him: to be played with by children. This is the reason for the existence of all toys. It is the emotional foundation of their existence. – Walter Isaacson

The Second Coming

What Rough Beast, its Hour Come Round at Last. NeXT was released in 1988. It failed to attract many customers. They targeted customers who wanted personal workstations. However, Sun Microsystems were doing well. Steve agreed to license NeXTSTEP OS to run on other computers. He also gave up on hardware. His movie business was doing well. However, he was disappointed with the PC market. Sculley was a bad CEOs and Apple’s market declined in the early 1990s. It remained stagnant. Sculley was too profit driven. By 1990, Windows 3.0 was out. Windows 95, released in 1995, was the most successful OS. Larry Ellison wanted to buy Apple and place Steve as CEO. Steve was not keen on this idea. Michael Spindler replaced Sculley as CEO in 1993. He, too, desperately tried to sell Apple to other giants. This failed. In 1996, Gil Amelio took over as CEO. Steve approached Amelio, wanting to be CEO. Apple needed a new operating system which was stable. It turned to NeXT. He wanted to get rid of NeXT, as it was bleeding cash as well. Amelio was torn between NeXT and Be (A company owned by Gassee). Amelio chose Jobs instead. Steve shook Markkula’s hand again. Apple paid $400m for NeXT. Steve agreed to be a part time advisor to the chairman back at Apple. He didn’t want to take over Apple then. This marked his re-entry back into Apple.

Windows has won. It beat the Mac, unfortunately, it beat UNIX, it beat OS/2. An inferior product won. – Steve Jobs

Steve’s sales pitch on the NeXT operating system was dazzling. He praised the virtues and strengths as though he were describing a performance of Oliver as Macbeth. – Gil Amelio

Don’t you understand that Steve doesn’t know anything about technology? He’s just a super salesman. I can’t believe you’re making such as a stupid decision…He doesn’t know anything about engineering, and 99% of what he says and thinks is wrong. What the hell are you buying that garbage for? – Bill Gates

There are a lot of other things going on in my life now. I have a family. I am involved at Pixar. My time is limited, but I hope I can share some ideas. – Steve Jobs

The Restoration

The Loser Now Will Be Later to Win. Even those he was 40, Steve was still very innovative. He wanted to build a legacy for himself. Steve didn’t want to take over Gil yet. Gil was bad at doing keynotes and lost his train of thought. Steve wanted to create an OS even better than Windows. Steve introduced his NeXT team back into Apple. Gil wanted to get rid of Newton. He eventually did. Steve was wresting power away from Gil. Gil said a lot of stupid stuff. Ellison from Oracle pretended to take over Apple. This put the heat on Amelio. Amelio also thought Steve liked him. He was dead wrong about it. Steve had his way of charming people. Amelio soon realized he was under threat from Steve. The board were worried that Apple would keep bleeding cash. The Board wanted Steve back. Steve declined the offer to be CEO as he had other commitments. Pixar just went public and he was happy being CEO. He didn’t want to be CEOs of two public companies. Eventually, he decided he would help them hire a CEO. Steve liked to ignore situations which were uncomfortable. Apple was complex and uncomfortable at that time. Steve wanted to see whether Apple could be saved before joining. Fred Anderson would be interim CEO. 12 years after Steve lost power, he was back. Steve lowered the exercise price of options to make it valuable. Steve sometimes used threats to get things done. He threatened the board that he will quit if they did not approve the option pricing. Steve even threatened that the whole board apart from Woolard resign or he will resign. Eventually, the board resigned. Steve was that powerful. Even Mike Markkula had to leave. Apple needed to reinvent itself desperately, or it was going down. Microsoft was highly dominant in the PC market. Steve chose his board members. Apple’s board is special. The CEO has control over the board.. Apple was only running at $20 per share in 1997. Microsoft gradually refused to design Word and Excel for the Mac. Apple needed Microsoft to continue developing for the Mac and invest in Apple. Bill liked it. Steve wanted commitment and an investment. Steve mentioned about the deal in his keynote. Bill featured in the keynote and said the application software would be for Mac as well. Microsoft would have non-voting shares in Apple. Apple was back and healthy.

I said this guy is the worst CEO I’ve ever seen. I think if you needed a license to be a CEO he wouldn’t get one. – Steve Jobs, on Gil Amelio

If we stay with Gil as CEO, I think there’s only a 10% chance we will avoid bankruptcy. If we fire him and convince Steve to come takeover, we have a 60% chance of surviving. If we fire GIL, don’t get Steve back, and have to search for a new CEO, then we have a 40% chance of surviving. – Apple’s Board of Directors

It was just what we needed, because whatever you think of Steve, he knows how to get the magic back. – Steve Wozniak

Okay, tell me what’s wrong with this place. It’s the products. So what’s wrong with the products? The products suck. There’s no sex in them anymore! – Steve Jobs

We too are going to think differently and serve the people who have been buying our products from the beginning. Because a lot of people think they’re crazy, but in that craziness we see genius. – Steve Jobs

Think Different

Steve Jobs as iCEO. Here’s to the Crazy Ones. Lee Clow was summoned by Steve. He had to prove that Apple was still alive. ‘Think different’. Lee Clow came up with this tagline. It made Steve cry. It was that brilliant. The team came up with a short poem. Richard Dreyfuss read the poem above. It was historical. The commercial featured many famous people. He was given permission to make use of Gandhi’s photo. Steve Jobs did the voice-over instead. Eventually, they used Dreyfuss version. It was not about him. He was super passionate about the ads. Steve finally decided to be the CEO. Steve decided not to take any money initially. Many chose not to be CEO, especially when Steve will influence him/her. The search did not produce the right candidates. His health was affected from running two companies. He developed kidney stones from working too hard. The company can be the best innovation sometimes. Should Apple have licensed their OS to make more money? This was the debate here. Apple eventually gave the license to 2 small companies. The clones ended up cannibalizing sales. Steve wanted it to be closed and he didn’t know any more licensing. Steve hated people who used powerpoints. ‘You are bright people. You shouldn’t be wasting your time on such crappy products. There were too many versions of the Macintosh, to suit customers needs. They were too confusing. The engineers were directed at 4 areas. Pro, Portable, Consumer and Desktop. He chopped off printers and servers. He killed the Newton, a stylus with a PDA. These people eventually moved to the iPhones and the iPad. It was good technology, but bad management. Apple lived because of their focus. In Sept 1997, Apple would nearly be insolvent. He laid off 3000 people. In the year he turned CEO, Apple lost $1 billion a year. The following year, it made a $300 million profit. Incredible.

There was a purity about that I will never forget. – Steve Jobs

We at Apple had forgotten who we were. One way to remember who you are is to remember who your heroes are. That was the genesis of that campaign. – Steve Jobs

Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we seem genius. Because the people who are crazy enough to think they can change the world are the ones who do. – Apple’s Think Different Commercial

There are cars people are proud to have – Porsche, Ferrari, Prius – because what I drive says something about me. People feel the same way about an Apple product. – Larry Ellison, CEO of Oracle

What we’re trying to do is not highfalutin. We’re trying to get back to the basics of great products, great marketing, and great distribution. Apple has drifted away from doing the basics really well. – Steve Jobs

If the platform goes closed, it is over. Total destruction. Closed is the kiss of death. – Stephen Kahn

Deciding what not to do is as important as deciding what to do. That’s true for companies, and it’s true for products. – Steve Jobs

I hate the way people use slide presentations instead of thinking. People would confront a problem by creating a presentation. I wanted them to engage, to hash things out at the table, rather than show a bunch of slides. People who know what they’re talking about don’t need PowerPoint. – Steve jobs

Design Principles. The Studio of Jobs and Ive. Jony Ive was the head of Apple’s design team. He wanted to quit. He was sick of the fact that the company focused too much on profits. Steve persuaded him otherwise. He had something for Apple and loved the people there. Jony was not replaceable and Steve liked him. Jony made a huge difference at Apple. Like Steve, he liked simplicity and it showed in his products. For Apple, the design comes first and then the engineers have to come out with a way to fit their chips inside. That should be the way products should be made. Design dictated engineering, not the other way around. Tim Cook was the chief operating officer in charge. Steve will go on the ground and feel the products in the lab to see if he liked them. Many rounds of iterations are made. He patented a lot of the design boxes. Steve liked to take credit for ideas.

There wasn’t that feeling of putting care into a product, because we were trying to maximize the money we made. All they wanted from us designers was a model of what something was supposed to look like on the outside, and then engineers would make it as cheap as possible. I was about to quit. – Jony Ive

The difference that Jony has made, not only at Apple but in the world, is huge. He is a wickedly intelligent person in all ways. He understands business concepts, marketing concepts. He picks stuff up just like that, click…If I had a spiritual partner at Apple, it’s Jony…He gets the big picture as well as the most infinitesimal details about each product…There’s no one who can tell him what to do, or to butt out. – Steve Jobs, on Jony Ive

Steve and I care about things like that, which ruin the purity and detract from the essence of something like a utensil, and we think alike about how products should be made to look pure and seamless. – Jony Ive

Steve and I spend a lot of time on packaging. I love the process of unpacking something. You design a ritual of unpacking to make the product feel special. Packaging can be theater, it can create a story. – Jony Ive

The iMAC (Hello, AGAIN). The iMAC was introduced in 1998. It was combination of Steve and Ive’s ideas. The PC had no floppy disk slots because they were turning obsolete. It had a built in hard drive. The PC was also created with a handle to make it seem more user friendly. It indeed was. Steve fumed when he wanted a CD slot instead of a CD tray. Instead for the next version of the iMAC, a slot was introduced instead. He kept tweaking with the lighting on stage during the rehearsals. He invited Markkula for a private preview of the iMAC. Mike was thoroughly impressed. Product launches were like theatre to him. It was launched on May 6, 1998. It was well received during the product launch. The design was brilliant and it fit seamlessly in a home environment. Bill Gates joked and said that if he painted the computer red, it would look like a Mac. It was the best-selling computer in Apple’s history. The iMAC was offered in 5 different colours. Steve made decisions on the spot, and he was often right. The problem with a CD slot was that when Panasonic offered a CD drive with rip and burn function, it was for trays instead. Apple lacked behind for a while in the music scene

When we took it (iMAC design) to the engineers, they came up with 38 reasons they couldn’t do it…No, no, we’re doing this. Because I’m the CEO and I think it can be done…And so they kind of grudgingly did it. – Steve Jobs

I don’t want the people I work with at Apple to think I am coming back to get rich. – Steve Jobs

CEO (Still crazy after All These Years). Tim Cook. He was less clear on whether he could run a company. Under Steve Jobs, underperforming was not allowed. The head of operations quit as he couldn’t take the pressure. In 1998, he met Tim Cook, who worked at the supply chain at Compaq Computers. He would later become indispensable to Apple. They saw things the same way. He wanted a JIT inventory system. He wouldn’t need to constantly supervise Tim. He decide to join Apple and work for a creative joy. Tim worked very long hours at Apple. He reduced excess inventory and made suppliers move nearer to Apple’s factories. He cut excess inventory to only about 2 days worth. He made a hundred turtlenecks for himself. He wanted collaboration at Apple too. Steve was against the Bozo explosion. He removed the iCEO to become permanent CEO. He only took $1 per year of pay. Apple stock was over $102 by year 2000. Steve refused to take the stock options. Steve wanted a private airplane. He got it. . Eventually, he demanded stock options as well. OSX was released in Jan 2000.

For most things in life, the range between best and average is 30% or so. The best airplane flight, the best meal, they may be 30% better than your average one. When I saw with Steven Wozniak (Apple co-founder) was somebody who was 50 times better than the average engineer. He could have meetings in his head. The Mac team was an attempt to build a whole team like that, A players. People said they wouldn’t get along, they’d hate working for each other. But I realized that A players like to work with A players, they just didn’t like working with C players. At Pixar, it was a whole company of A players. When I got back to Apple, that’s what I decided to do. You need to have collaborative hiring process…My role model was J. Robert Oppenhemier… – Steve Jobs

You never win an argument with him at the time, but sometimes you eventually win. – James Vincent

Apple Stores (Genius Bars and Siena Sandstone). Steve didn’t control the experience of buying an Apple product in a store. He felt that the sales staff needed to be educated on Apple’s products. The customers needed to know how creative their products were. Steve wanted his stores in major shopping malls. He wanted them to be bigger than Gap. The store would have to impute Apple’s qualities. The board was not keen on opening stores as Dell was successful even though they didn’t have stores. Apple built a prototype and Steve controlled the aesthetic and service experience. The stores commanded great sales volumes and were a huge success. Steve even had patents for his staircases. They also created the genius bar at the store. In 2011, there were over 300 Apple stores. The stores accounted for 15% of their total revenue. Steve was fighting the effects of cancer in 2011.

The store will become the most powerful expression of the brand. – Steve Jobs

The Digital Hub (From iTunes to the iPod). The first iPod was released in 2001. Steve discussed with his colleagues on what are the next 3 things Apple could do next. The PC was not so hip anymore. He wanted the PC to be a digital hub. He wanted the PC to sync devices etc . Steve was 45 and he wanted to build this digital hub for the Mac. Adobe didn’t want to make software like Photoshop for the Mac OS. He had a war with Adobe ever since. They ended up developing software in-house. iMovie, iTunes, GarageBand etc. The PC was morphing to be something else. He wanted video and photo editing to occur on PCs. Steve wanted an end-to-end solution. They were the only IT firm which provided everything. Music was going to be big. Steve came up with iTunes for that. He created a writable CD drive. However, he wanted the user to manage playlists etc on their PCs. At that time, there was a portable music player in the market that played mp3s. Apple bought SoundJam and converted their software into something simpler. It was eventually known as iTunes. Next, the iPod was in the mix. This was a portable music player. The problem was having a disk drive small but with ample memory. Rubinstein started working with Toshiba on manufacturing such devices. Tony Fadell was passionate about MP3 players and thrilled to be on-board. Phil suggested using a track wheel. Jobs proclaimed ‘That’s it!’ Steve wanted most of the functions performed on iTunes, and not on the iPod. Most Apple devices also wouldn’t have an one-off switch. Jony felt the whole iPod should look white. This would make it look classy and non-disposable. Everything would be white, even the earphones and charger. Apple integrated software, hardware and devices. iPod sales would leave to increase in sales of the iMac. Oct 23, 2001 marked the launch for an iPod. It became a hit for consumers. It married art with engineering. Bill Gates was also impressed with the iPod.

Taking LSD was one of the two or three most important things he’d done in his life. – Steve jobs, to Mike Markoff

Don’t worry about Sony. We know what we’re doing and they don’t. – Steve Jobs

Wow, it makes sense that Apple was the one to come up with it. After all, Apple’s whole history is making both the hardware and the software, with the result that the two work better together. – Steve Wozniak

There was something very significant and nondisposable about it, yet there was also something very quiet and very restrained. It wasn’t wagging its tail in your face. It was restrained, but it was also crazy, with those flowing headphones. That’s why I like white. White isn’t just a neutral color. It is so pure and quiet. Bold and conspicuous and yet so inconspicuous as well. – Jon Iver, on why the first iPod was white

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