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- revolutionary he's one of the most
creative and daring CEOs a global icon
who has shaped the worlds of technology
and media
his products are adored by millions the
company he started in a garage is worth
more than 200 billion dollars today it's
an incredible talent he has for getting
people to hear what he says and get
excited about it for over 30 years
computers music movies and mobile phones
have all been transformed by Apple's
Steve Jobs he's been called a brilliant
visionary
he's the Thomas Edison of our time and
an egocentric bully he drove them overly
hard at certain times some of them just
wound up just quitting and disgust some
of them wound up saying they'd never
worked for Stephen gathering a few
executives in history has suffered such
painful setbacks it looked like jobs was
was washed up it was a total has been or
as much success Steve came back and
began what I think is the greatest
turnaround in the history of corporate
America one of the challenges of
understanding Steve Jobs is that here's
a different operating system for mere
mortals so mere mortal trying to
understand what goes on is Steve jaws is
brain it would be like explaining to a
fish what it is to fly
he's a fascinating bundle of
contradictions so influential he is so
secretive you know he's incomparable
there's no one like him a very
remarkable man extremely smart a
spellbinding mesmerizing leader of
people jobs went from having nearly
blown this amazing fortune and
bankrupted himself to a rising as a
billionaire with a brilliant future jobs
rise to technology superstar propelled
him into the public eye at a young age
when a computer is to me is it's the
most remarkable tool that we've ever
come up with and it's the equivalent of
a bicycle for our minds the iPod mini
but while he'll take center stage to
introduce new products he shuns the
spotlight when it's turned on him he
declined to participate in this program
it's a secrecy that has only served to
deepen the mystery of what makes him
tick because he's such a polarizing
character we have a tendency to try to
freeze him and say he's like this when
in fact he's changed a lot jobs is a
true son of Silicon Valley born in 1955
in San Francisco he was raised in its
freewheeling culture of experimentation
innovation al engorgement is an author
who has written extensively about jobs
and Apple Steve Jobs from going back to
when he was a teenager was very
influenced by the 1960s 1970s
counterculture you know he loved the
Beatles he loved Bob Dylan
he enrolled in Oregon's Reed College but
dropped out his freshman year Daniel
Kottke was a college friend of jobs I
think by the time he was a freshman in
college Steve already had a sense that
there were great opportunities in the
world and that he wasn't really gonna
need his college credits Robert X cringe
Lee was Apple Computer employee number
12 but I met him he was I think nineteen
years old he had hair down to his waist
and he only ate fruit and he was young
clearly hippy when Jobs returned to his
childhood home in California he became
interested in what was then an entirely
new concept the personal computer a
revolution was brewing in this Hall
rented from Stanford University a group
of eccentric enthusiasts and inventors
called themselves the homebrew Computer
Club
they were about to ignite a new industry
jobs joined meetings with a man who
would become his partner in founding
Apple Computer Steve Wozniak people are
getting up these computers are going to
revolutionize life and I felt like oh my
god I'm a part of this huge revolution
that we're talking about everybody's
going to have a computer in the home and
nobody in the outside world believes us
Steve Wozniak was the engineering genius
Jobs the product and presario he really
wanted to make something in life I don't
to this day know a lot of what drove him
that way but he really wanted to have a
company and a success projects that I
would design and build very frequently
Steve would say he knew how to sell it
Jobs family lived in this los altos
neighborhood he and Wozniak took time
off their day jobs to set up shop in the
family garage they didn't have a
telephone to phone the computer stores
in the garage that was in Steve's
bedroom the team's first computer the
Apple one it was a circuit board that
users would generally build into a
makeshift wooden box
as the tech industry in Silicon Valley
took off jobs saw opportunity the
penalty for failure for going and trying
to start a company in this valley is
non-existent there really isn't the
penalty for failure either
psychologically or economically in the
sense that if you have a good idea and
you go go out to start your own company
even if you fail you're generally
considered worth more to the company you
left because you've gained all this
valuable experience in many disciplines
to bring their ideas to life the Apple
team needed capital jobs convinced angel
investor Mike Markkula to invest around
$90,000 and a line of credit in the
fledgling company in exchange
marklar got one-third ownership and
started a 20-year career with Apple
Computer it was exactly what they needed
to create their new computer the Apple 2
it became the first highly successful
mass-produced personal computer what was
revolutionary about the Apple 2 was its
use of color the fact that had a
built-in keyboard and it was the first
one to look like a consumer device and
so it was a huge success
you know it's astounding success right
from the beginning at 23 Jobs and the
Apple team were soon making more money
than they knew what to do with
steam came to me one day and he said you
realize our stock is worth more than our
parents have made in their lifetime I
was stunned
what the heck how can you have so much
and then six months later you have 10
times more they were the stars of
Silicon Valley and the cover voice for a
new industry Michael Moritz is a former
Time magazine reporter and a legendary
Silicon Valley venture capitalist
inevitably these companies aren't really
companies at the beginning they're a
product the next question was where do
they go from here Steve was always
worried about competition from companies
like IBM and everybody else in the world
and how are we going to avoid them and
you've got to stay out in the technology
lead there's always that sense of
anxiety and tension associated with the
question how can we possibly follow this
in 1979 after a stock deal worth an
undisclosed amount Steve Jobs was
allowed access to what was known as the
treasure trove of Silicon Valley it was
a Xerox PARC the company's famed
research and development laboratory jobs
and his team saw the future here the way
computers would be used including the
use of graphics and a small device that
had not yet been revealed to the outside
world a mouse he saw it he was just
blown away he thought well this is the
future of computing so he went back to
Apple and grabbed people who he worked
with there and said you know you've got
to see this you see two programs at once
and I was stunned they took three
programs at once and I oh my god once
you have this machine you're never going
to want to go back it's a one-way door
you computers are going to be this way
and you'll never go back
leander cainy is the editor of the blog
cult of mac and the author of the book
inside Steve's brain there
had invented the entire paradigm of
modern computing but they had no idea
what they were sitting on but jobs did
he wanted to bring the graphical user
interface to Apple Computer but first he
had to deal with the power shift going
on inside Apple
although Jobs was the founder and
creative force of Apple the Apple board
of directors wanted an experienced
executive to be president of the company
Jobs interviewed dozens of candidates
before he focused on someone from
outside the tech world Pepsi CEO John
Sculley I wasn't really interested in
joining Apple or being the CEO of Apple
I thought I was highly unqualified but
Steve in those days he had long black
hair and very piercing Palmetto berry
eyes he looked down at his running shoes
and then he looked up at me and he said
you want to sell sugar water for the
rest of your life or do you want to come
with me and change the world and it was
like someone just knocked the wind out
of my stomach so he does have this
incredible charismatic way of picking
exactly the right thing to say at
exactly the right moment and inspiring
people like no one I've ever seen before
a few weeks later I was working at Apple
for Apple Computer to thrive they also
needed another successful product Jobs
thought he had it in a powerful business
computer called the Lisa
but the Apple Board of Directors still
questioned his leadership and refused to
give him the project
Steve expected it to be his you know
it's his idea
we're gonna do it that's gonna be mine
and they said no don't think so
by 1981 Steve Jobs was taken off Apple
computers Lisa project stain was used to
succeeding being turned down to be the
head of the Lisa division was his first
personal failure even though he was
chairman of the board and co-founder of
the company they said he wasn't
experienced enough to run the Lisa team
and so he was unhappy about that Jobs
threw himself into another project a
computer created by Apple employee Jef
Raskin that would use similar technology
but be available to consumers at a much
lower price
he felt this would break open the market
or rather to characterize Steve's brain
properly or rather the market ought to
break open you know if the market had
any sense the project was named the
Macintosh he set up shop in an outlying
building in the Apple complex and took a
small team of apples best engineers with
him there was a black pirate flag flying
on Avast in the front of the building
and this signified what Steve said was
were the Pirates and the Lisa team were
the Navy also during this time the 29
year old Jobs bought an historic mansion
in pricey Woodside California the 17,000
foot Spanish mansion was considered by
some in town to be a cultural landmark
he lived there as a kind of weird hermit
recluse while developing the Mac and it
was famous for being completely empty of
furniture he slept on a bare mattress on
the floor Jobs obsession was the
Macintosh and his intense drive began to
take its toll on the Mac team he was
just impossible to wear he just scared
the bejesus out of people and wouldn't
accept anything but the most amazing
breakthroughs which is impossible to
live on a day-to-day basis his standards
just got higher and higher and higher
and people would bring him work to look
at it would be one o'clock in the
morning sometime Steve's said I'm not
gonna look at it little Steve I've
worked on this thing for 25 hours he
said I know but it's not good enough you
know go back and work on it some more
some of them just wound up just quitting
and discussed some of them wound up
saying they'd never work for Steve again
they just couldn't when the exhausted
team finished they had a revolutionary
new computer
many of us have been working on
Macintosh for over two years now and it
has turned out insanely great Guy
Kawasaki was the software evangelist on
the original Mac and is now a Silicon
Valley entrepreneur and venture
capitalist in like 60 seconds after I
saw the demo of Macintosh it was so cool
angels started to sing I mean it was
beautiful experience when you saw
Macintosh for the first time you have to
put yourself back it's 25 years ago now
that was a religious experience this was
supposed to be the computer that tamed
the complexity of everything associated
with world of computing to make it
available as Steve would say for mere
mortals it was a giant-stepping of the
future it was extraordinary what it
wasn't was particularly useful but that
didn't matter the computer was beautiful
but had limited functionality for the
Macintosh to succeed Jobs needed great
software he turned to another industry
prodigy Bill Gates in the lead up to the
Mac launch the two pioneers appeared
together at an Apple event Microsoft had
been writing software for the Mac for
two years Jobs didn't know that down the
road
Bill Gates would become his main rival
for jobs the enemy was IBM and a PC that
was taking over the market will big blue
dominate the entire computer industry
the entire information age was George
Orwell right today
jobs the underdog took aim at the giant
with a spellbinding commercial everybody
who was around at the time remembers the
most memorable moment of the launch of
the Macintosh being the Ridley Scott
commercial there was this dark Orwellian
vision of the future
it aired nationally only once on
Superbowl Sunday in January of 1984 but
the impact was explosive we estimated we
got 45 million dollars of free publicity
of it being run over and over again by
television networks all over the world
because no one had ever seen a
commercial like this before
I think everybody of the company was
hoping and praying fervently that it
would be a game-changer but it was
dismissed by the high priests of
computing as little more than a toy and
I think the sentiment within a year or
so of the launch had turned very
negative about Apple in its future 84
Steve Jobs and Apple Computer hoped the
Macintosh would live up to its hype but
sales were a disappointment and the IBM
PC and PC compatible computers still
dominated the market internally trouble
was brewing and Apple Computer he ran
amok at Apple he cost the company a lot
of money so Steve was considered to be
wasteful he was considered to be
self-indulgent he was the largest
shareholder but also what kind of a brat
the thinking was well Macintosh had not
penetrated business we need a more
mature leadership some adult supervision
to run the company tension in the
company rose as an internal power
struggle threatened to tear it apart
I said Steven we're a public company and
I have to tell the board where we are in
terms of inventory in terms of sales
performance and we're in trouble and the
trouble is in the Macintosh division
and he said I don't believe you're gonna
do that I don't think you have the nerve
to do that when hit reached the point
where he identified Scully as a rival
he decided head takes Kali out so he
engineered a boardroom confrontation
where it's him or me and much to Steve's
surprise the board sided with Scully
this and Steve we want your assurance
that you're not going to leave Apple and
take other people with us with heard
rumors of that he said no absolutely not
and then the next day Steve took five
key managers and the board Vardhan the
knee-jerk reaction of conventional
people is 10 elbow what they see as
disruptive forces aside and Steve the
co-founder of Apple was on chivalrously
rushing to the exit Jobs was 30 years
old he sold all but one share of his
Apple stock receive it was a it was a
statement it's a vote of no confidence
in the company I'm out therefore the
company's gonna fail habeinfra it almost
destroyed him they threw him out of his
own company and he thought it was
unbelievable remember Steve Jobs didn't
just see himself as a business person he
saw himself as an artist he saw himself
as a revolutionary someone who wanted to
change the world
I think there was a brief flirtation
with the idea that Steve Jobs could go
into politics which of course looking
back seems absurd because Steve Jobs is
the least diplomatic person who were
hold there were all kinds of ideas and
it turned out that he wanted to go back
and once again create the most insanely
great computer in the world taking five
top managers in 1985 Jobs moved on to
start a computer company called next
four jobs it was about more than just
creating a personal computer it was
about trying to reinvent the company it
was about creating the ideal work
environment it was about creating the
ideal architectural environment you next
had to be perfect in every way something
that would help change the world
very modest ambitions the product was
powerful inside and out a highly
designed example of jobs perfectionism
the next machine was was beautiful it
had this you know black design it was
kind of like you know darth vader's
computer
but jobs struggle to find a market for
the expensive computer it was only a
matter of time before next was in
trouble at the time you know is this
incredible workstation and it's gonna be
a high price point but if anything next
also shows that lots of things after
fall in place but jobs did refine a
business strategy he would use again and
again he learned it next that he got a
lot more attention by being secretive
than he did by being open and frankly he
didn't really have much to show
so being secretive made it appear that
he had more than he really had as next
burned through capital jobs faced a
tough choice abandoned the computer or
faced bankruptcy jobs always loved the
computer as art object it was a big deal
when they realized that very few people
were buying their hardware but it turned
out that their software was just
breathtaking the decision ditch the
highly designed computer and focus
instead on selling what makes it run the
company's elegant operating system a
thing you have to understand about Steve
Jobs he can be outrageously ambitious
and idealistic but he can also be
practical when he has to because this
man is a survivor
I think that period during which he
wandered in the wilderness was a period
full of adversity and I think people
come back from adversity if they can
return from adversity they come back
harder sharper and far more geared fo v
commencement address at Stanford
University Steve Jobs revealed for the
first time some personal details about
his early life my biological mother was
a young unwed graduate student and she
decided to put me up for adoption she
felt very strongly that I should be
adopted by college graduates my
biological mother found out later that
my mother had never graduated from
college and that my father had never
graduated from high school she refused
to sign the final adoption papers she
only relented a few months later when my
parents promised that I would go to
college this was the start in my life he
was raised by parents who adopted him
they were blue-collar salt-of-the-earth
people they were good parents and but
they weren't intellectuals they weren't
artists they weren't creative geniuses
and Steve Jobs knew from early on that
he was different later in life he
discovered that his biological parents
were intellectuals and his biological
sister she turned out to be a brilliant
novelist known as Simpson in 1991 at age
36 Jobs started his own family when he
married Laurene Powell they have three
children in addition to his daughter
from a previous relationship
jobs calls these years after Apple his
most creative and personally fulfilling
his professional life was also changing
dramatically
another of his post Apple computer
business ventures was slowly coming to
life right after his ouster from Apple
Jobs bought a company from Lucas Films
that would become a household name this
little animation company called pixel
he'd always sort of admired Hollywood
you know from afar oh I'd like to be a
part of that somehow
they hire an animator from Disney named
John Lasseter and they started making
these very amusing 1/2 minute films you
know it was kind of like a demo well it
turns out that the films were wonderful
and not just from a technical standpoint
but creatively in fact the Pixar team
had much bigger ambitions the creation
of a full-length fully computer animated
feature film their technology was now
powerful enough to make it a possibility
and Hollywood was interested
Pixar made a deal with Disney to work
together to make a twist story I
actually had made the deal with him at
the time this is a gutsy guy he came
into the movie business's instincts were
impeccable put his money up his own
personal money he was on the line in the
decade after he left Apple Steve Jobs
nearly spent through his entire fortune
he nearly blew it all on both next and
Pixar two struggling startups that were
just losing money at an alarming rate
in 1995 jobs investment in Pixar was
about to pay off in a big way
Toy Story Pixar's first feature film was
a blockbuster
I am Buzz Lightyear I come in peace oh
I'm so glad you're not a dinosaur it
earns three hundred and fifty six
million dollars worldwide and became
1995's highest-grossing US movie Pixar
which really created probably the most
successful genre in the movie business
today which is CG animation it was an
enormous success and based on the
incredible performance of Toy Story
Pixar was able to go public which winds
up making Steve Jobs a billionaire it
had been 10 years since he'd been fired
from Apple and the drama in turmoil at
the company continued to get worse in a
1996 interview for the PBS series
triumph of the Nerds jobs wounds were
still apparent he destroyed everything I
spent 10 years working for starting with
me
today in a surprising admission John
Sculley looks back on the Apple board of
directors decision to oust jobs and
hindsight I think they made the wrong
choice you know they should have chosen
Steve the talent that Steve has is so
extraordinary we should have figured out
how to how to work with it Scully's
replacement Michael Spindler was also
gone and a third CEO Gil Amelio was
struggling to keep the company afloat
Apple Computer was out of ideas and
desperate after Steve left the company
lost its compass lost its mission
it lost its founding spirit its products
got old and stale and during that whole
period Microsoft had gotten stronger and
stronger computers running Windows
accounted for nearly 80 percent the
market Apple's market share could not
break 11 percent and their ousted
co-founder was sitting on an operating
system that could save them this is why
they ended up going back to jobs because
they wanted NeXT's operating system kids
like the secret services with spring
bulletin to all the future products in
an ironic and stunning turn of events
Apple Computer bought next for over four
hundred million dollars we're going to
be building our next generation
operating system on next technology
selling next dabble oh that sheer genius
you just have to say Wow Gil was sort of
a victim of the time you know the board
made a change again Steve Jobs returned
to the company he helped create and
became interim CEO and so that began
what I think is the greatest turnaround
in the history of corporate America
after a dozen years in exile Steve Jobs
returned to the company he co-founded he
just sensed the vacuum and moved in to
fill it the old juices started to flow
it was his finest hour really and he he
hauled acid and brought things back
together again around a cohesive vision
because he came in as the Rainmaker I
don't think he for a moment deluded
himself about the pickle that he
inherited we have all products nobody's
buying it we got the climbing market
share we don't have anything that's
really exciting and interesting our cost
structure is bloated with spending way
too much money we have a whole load of
deadbeats inside of our company the
management isn't very good he was really
realistic jobs brought faith in his own
vision which meant simplifying and
cutting Apple product lines he called a
big meeting in this big meeting room and
he says you know what's wrong with his
company and everyone's too scared to
answer no no say anything because the
products suck they've got no sex in them
Steve's point was why are we selling
digital cameras and Printers we're not
adding anything special you can buy
better digital cameras from Canon or
printers from unit packets so let's stop
doing that let's just do the few things
that we can do well the comeback
included a remarkable announcement Bill
Gates who had long been considered job's
main rival would invest in Apple
Computer
Microsoft invested 150 million dollars
in Apple to help save the day that must
have been the low point for Apple I
happen to have a special guest with me
today via satellite downlink and if we
could get him up on the stage right now
very excited about the new release or
building this is called math office 98
we do expect to get it out by the end of
this year for some of the truly faithful
you know it was like Luke Skywalker
going to the evil empire and doing a
deal with Darth Vader we've kept our
marriage secret for over a decade now in
an unusual appearance in the Wall Street
Journal's Athens Digital conference in
2007 jobs and gates mutual respect was
apparent there were too many people at
Apple and in the Apple ecosystem playing
the game of for Apple to win Microsoft
has to lose and it was clear that you
didn't have to play that game cuz Apple
wasn't gonna beat Microsoft Apple didn't
have to beat Microsoft Apple had to
remember who Apple was because it
forgotten who Apple was once back at
Apple Jobs characteristic flair for
marketing came back in full force Ken
Siegel worked with Jobs on a
breakthrough advertising campaign that
defined their new direction here's to
the crazy ones The Misfits the rebels
troublemakers the round pegs in the
square holes you're looking for that
thing that could crystallize what's
different about Apple ideas are flying
back and forth because the people who
are crazy enough to think they can
change the world are the ones who do I
think at some point the words think
different appeared and suddenly they
were like that's kind of magical that
strikes a chord think different became
the line that launched apples rebirth
Steve was aware of every detail I mean
literally every word every image working
with different companies working with
you know Intel Dell IBM companies like
that you don't get that sense I mean you
know the the top guy one of those
companies is not going to know about the
you know the third paragraph of copy and
the ad that's running a news week that
week Steve did one of the reasons why I
thought the words were so perfect is I
think you literally could have hung a
sign that said thank different in the
garage when Wozniak and jobs created
their company it would have been
appropriate then as it is today
and I always thought that that
advertising campaign really wasn't the
right to the general public it was
really aimed at the people inside a
battle computer and it was think
different
let's not do what everybody else is
doing let's not mimic Microsoft let's
not chase IBM the only way we're going
to carve out a special place for our
company is to think different and
Express that in jobs was back at Apple
Computer but the company was still in
trouble and needed a lot more than the
morale boost that came with return of
its founder it needed a hit product Jobs
turned to industrial designer Jonathan I
who in this rare interview with the BBC
talked about how he redesigned what had
become a boring beige box a lot of
people at that point in time were
nervous around around computers around
technology so so clear goal was to know
how we could make you know make the
product accessible not intimidating how
we could make it just so simple to use
as creative director at the advertising
agency Chaya de Ken Siegel was one of
the first to see the mysterious new
product we knew that something was
coming and that it would be very special
so you know one day the team went up
there and we sat in a room and it was
this thing sitting on the table under a
grey you know cloth of Suns foot and you
know a little introduction and here it
is there was a kind of a gasp from
around the room because keep in mind
that no computer had ever look anything
like that it was transparent you can see
the guts of it it looked like it came
out of the Jetsons or something
he was an astounding success the thing
was the biggest selling computer of all
time six million units sold and it
really sort of set the stage for apples
comeback if I hadn't been ahead Apple
and Steve Jobs would be history it gave
them enough money and enough momentum
you know to start coming out with other
products slowly apples fortunes began to
change the winds of the beginning aren't
big winds they're small wins it's just
at the beginning that's stopping the
decline when you start going sideways as
opposed to continuing the decline
a bit of a victory in an era of product
research Steve Jobs is a one-man focus
group they do zero marketing zero Zippo
there's a famous Henry Ford quote if he
had asked people what they wanted he
would have built them a faster horse a
lot of companies try to figure out what
people want and then build that an Apple
doesn't do that he doesn't let his
customers at all that's the last place
he's gonna listen to the knuckleheads
I'm gonna clean what they want because
they never seen it you know he's
inventing this stuff before anyone's
seen anything like it
in 2000 Jobs dropped the interim title
and became permanent CEO of Apple
Computer soon after he saw the future
and it was not a personal computer this
is the best thing I think we've ever
done in October 2001 Jobs unveiled
something that even for Apple was
groundbreaking the iPod went from
concept to market in about eight months
but the iPod itself was only one part of
a much bigger plan I think the genius of
the iPod was iTunes not iPod Jobs was
going after a music business under siege
by piracy and file-sharing at the
introduction of Napster and things that
came after Napster as pretty much could
be looked at as the tipping point when
revenues started to fall Larry Ken's
will and other music executives were
called up to Apple's coppertino offices
to negotiate terms that would define the
future of the music industry the
negotiation was classic Steve Jobs he
simply said if I can't sell if a $0.99
on my store I am not selling it that's
it no discussion the music industry had
few other options in business you used
to a lot of give and take that's not
apples way apples ways they get what
they want
it seemed like a good deal at the time
until iTunes became available on Windows
as well as Macs
the record industry then realized just
who had a bigger hit a complete monopoly
retail online both Apple and the music
business have come out ahead because of
Apple's entry but Apple has made a whole
lot more money because they're selling
hardware for hundreds of dollars in the
music business is selling 99-cent
products since they were unveiled in
October of 2001 over a quarter of a
billion i pads have been sold
Tony saganaki is senior research analyst
at Sanford C Bernstein & Company
starting in 2003 2004 we started to see
real volumes in the iPod that was really
when Wall Street the stock price started
to move the company started growing
again started innovating again on May
15th 2001 Jobs unveiled an entirely new
way to bring his products to consumers
and they behind the scenes for nine
months you know built a series of
prototypes those until they figured out
the format they wanted the Apple stores
began to show staggering success we had
26 million visitors during the holiday
quarter in our retail stores I mean
think about it this is more people than
within any state in our Union but
California they're unbelievable profit
machines
the company's product launches became
huge events anticipation and speculation
grew to a fever pitch with every new
product much of it due to the
showmanship of exceeding welcome at
world he likes being the center of
attention he likes running the show he's
a big rehearse er being a hippie you
wouldn't guess it you would say oh he
goes up in wings it forget it
there is nothing wind here we went into
the holiday quarter with the best lineup
of music players on the planet if your
Apple product manager and Steve is going
to introduce your product the prior
three months to that day your life is
hell and you know it's only going to be
10 seconds but 10 say you're gonna paid
you're gonna sweat blood for those 10
seconds the new it's a perfect match
because he's a showman who can really
introduce a product and he has great
products introduced you can be a great
show and have a piece of crap and fail
you could also have a great product and
be allow the show person and also failed
he's both he's got the engineering
behind him and he's got the the ability
to do it we believe that the personal
computer is undergoing a rapid evolution
to be the center of our digital lives
and we have never been more excited
about this jobs signature approach is
known as the reality distortion field we
just want to believe everything the man
says it's an incredible talent he has
for getting people to hear what he says
and get excited about it the reality
distortion field is when he's in this
source fen gali role where he says and
it only costs eighteen hundred dollars
and people applaud and when they get
home they say yeah but the computer that
I have now cost $900 why is it good that
it only costs $1,800 and worse still why
did I buy one on the way out you're not
talking about numbers you're not talking
about you know anything rational you're
talking about emotional
in the summer of 2004 Apple Computer was
thriving but its leader was not just
over a month after he appeared on stage
at this Apple event Jobs sent a shocking
email to his employees he revealed he
had been diagnosed with what he said was
a treatable form of pancreatic cancer he
wrote that he underwent successful
surgery for the deadly disease and
expected a full recovery when he
returned to work a month later questions
remained about what his mysterious
illness would mean for Apple's future in
2007 after a frightening health scare
Steve Jobs was back on stage for one of
the most important launches in Apple's
history it was a product Apple had been
secretly developing for years is a
revolutionary iPhone a who woulda
thought huh somebody had said to me I
was gonna just take over the smartphone
segment and it's gonna do it with a
phone that you know 20% of time is gonna
drop your call and he's never gonna last
the day I already say wow you've got to
be kidding me what they did it there was
so much buzz about that that was
estimated to be worth 400 million
dollars that's all you could read about
from October 2 through to January but
there wasn't a goat farmer in
Afghanistan that hadn't heard about the
iPhone
no one had any idea that Apple was gonna
change the game in the way that it did
once again with the iPhone it was far
more than a phone this is handheld
computing
in the midst of all the success jobs had
to handle a federal investigation
regarding irregularities in granting
stock options he apologized to
shareholders after an investigation
found that he had been aware of
backdating the options the lawsuit was
settled when Jobs and Apple executives
agreed to a 14 million dollar settlement
to Apple executives were indicted but
jobs escaped unscathed then at an iPhone
event in June of 2008 Jobs appearance
had dramatically changed he was
noticeably thinner and frail speculation
spread that the cancer he was treated
for four years earlier had returned
Apple simply said his appearance was the
result of a common bug and on October
14th Jobs jokingly shrugged off the
rumors but then for the first time since
he came back to Apple the company
amounts that jobs would not appear at
Macworld in less than three weeks time
with the mainstream media and
blogosphere in a swirl about his
condition
jobs publicly released a letter to Apple
employees that said his continued weight
loss was the result of a hormone
imbalance just nine days after that On
January 14th he finally said his health
problems were more complex and announced
a medical leave of absence day to day
operations were turned over to Apple's
chief operating officer Tim Cook one of
the few if not the only bum wrap that
Apple has among investors is that they
are secretive and they are not as
communicative as other companies on
Steve Jobs as health investors feel we
own the company we ought to know if the
leader of this company has a risk of not
being able to continue to lead it or may
only be able to lead it and diminish
capacity four months later on June 20th
Apple leaked the stunning news that Jobs
received a liver transplant in Memphis
Tennessee in September 2009 he returned
in his trademark outfit to his familiar
mark on stage
as some of you may know about five
months ago I had a liver transplant so I
now have the liver of a mid-20s person
who died in a car crash and was generous
enough to donate their organs and I
wouldn't be here without such generosity
I'm vertical I'm back at Apple loving
every day of it state senator Jobs has
since admitted he nearly died waiting
for a liver transplant and has become a
public advocate for organ donation I was
almost one of the ones that died waiting
for a liver in California last year I
was receiving great care here at
Stanford but there were simply not
enough livers in California to go around
not even a dreadful illness could
sideline the recovering jobs from
another insanely hyped product launched
in 2010 he revealed yet another device
with his typically less than subtle
script it's phenomenal fantastic the
best device I've ever seen and we'd like
to show it to you today for the first
time and we call it the iPad the post PC
era has begun and Steve Jobs has already
grabbed the lead in a sign of the
shifting tension between tech giants a
fierce battle is developing between
Google and Apple Google is moving into
the mobile market sales of new phones
with their Android operating system have
surged past the iPhone despite all the
cutthroat competition Steve Jobs place
in history is secure looking back at the
2005 Stanford graduation Jobs gave what
some now consider to be one of the best
commencement addresses of all time don't
let the noise of others opinions drown
out your own inner voice and most
important have the courage to follow
your heart and intuition they somehow
already know what you truly want to
become everything else is secondary ever
a child of the 60s he signed off with
words from a favorite source the Whole
Earth Catalog
stay hungry stay foolish thank you all
very much
these Steve Jobs today has reinvented
music Steve Jobs has reinvented the
telephone Steve Jobs will probably
reinvent
haha
you could say what's the big deal
anybody could have done the Macintosh
anybody had done the iPhone anybody
could have built-in CD ROMs into
computers anybody could have a firewire
anybody could put USB anybody could
create integrated graphics fonts you
know anybody couldn't do any of this
reality is nobody else did it and so
that fast ''tis you just
I think visionary is one of those words
that gets abused and particularly in
Silicon Valley when anyone wearing
spectacles can recall the visionary
steve is one of the very few people I
think they're probably only a handful of
people in Silicon Valley since World War
two maybe you could count them on the
fingers of one man who deserve that
Mollica Steve as one