Steve Jobs


Chapter 1

Steve Jobs- 1955-2011

An era ends: Steve Jobs, rebel icon and merchant of cool, is dead

Steve Jobs, innovator extraordinaire, who started up Apple Inc in a Silicon Valley garage and built
it up into the world’s most innovative company, died on Wednesday. He was 56. Apple said in a brief statement: “We are deeply saddened to announce that Steve Jobs passed away today.” (Read Apple’s statement here.) “Steve’s brilliance, passion and energy were the source of countless innovations that enrich and improve all of our lives. The world is immeasurably better because of Steve.” “Steve’s brilliance, passion and energy were the source of countless innovations that enrich and improve all of our lives. The world is immeasurably better because of Steve.” Jobs had stepped down from the chief executive role in late August, saying he could no longer fulfill his duties, and became chairman. He underwent surgery for pancreatic cancer in 2004, and received a liver transplant in 2009. Jobs’ family issued a brief statement: “Steve died peacefully today surrounded by his family. In his public life, Steve was known as a visionary; in his private life, he cherished his family. We are thankful to the many people who have shared their wishes and prayers during the last year of Steve’s illness; a website will be provided for those who wish to offer tributes and memories. We are grateful for the support and kindness of those who share our feelings for Steve. We know many of you will mourn with us, and we ask that you respect our privacy during our time of grief.”

Reuters adds: The Silicon Valley icon who gave the world the iPod, iPhone and iPad was deemed the heart and soul of a company that rivals Exxon Mobil as the most valuable in America. Apple paid homage to their visionary leader by changing their website to a big black-and-white photograph of him with the caption “Steve Jobs: 1955-2011.” The flags outside the company’s headquarters at 1 Infinite Loop flew at half mast. Jobs’ health had been a controversial topic for years and his battle with a rare form of pancreatic cancer a deep concern to Apple fans and investors. In past years, even board members have confided to friends their concern that Jobs, in his quest for privacy, was not being forthcoming enough with directors about the true condition of his health. Intimations of mortality Six years ago, Jobs had talked about how a sense of his mortality was a major driver behind that vision. “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,” Jobs said during a Stanford commencement ceremony in 2005. “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 not to follow your heart.” Watch this inspirational commencement address by Steve Jobs at Stanford University in 2005:

Outside an Apple store in New York. Jobs died one day after the consumer electronics powerhouse unveiled its latest iPhone. The company removed most of his powers and then in 1985 he was fired. How it all began A college dropout. Melinda and I extend our sincere condolences to his family and friends. “I think half the world found out about his death on an Apple device. placing him in 42nd place on the list of America’s richest. Tributes to Steve Jobs: Microsoft founder Bill Gates: I’m truly saddened to learn of Steve Jobs’ death. However. His death triggered an immediate outpouring of sympathy. Apple’s fortunes waned after that. and have been colleagues. and to everyone Steve has touched through his work. Cook said in a statement that Apple planned to hold a celebration of Jobs’ life for employees “soon”. Jobs started Apple Computer with friend Steve Wozniak in 1976. Steve and I first met nearly 30 years ago. the gadget that transformed mobile communications and catapulted Apple to the highest echelons of the tech world. culminating in a 1980 initial public offering that made Jobs a multimillionaire. Pixar. there remain concerns about whether Apple would stay a creative force to be reckoned with in the longer term without its visionary. 32. an employee for an online marketing company. despite much investor confidence in his successor Tim Cook. Buddhist and son of adoptive parents.1 billion in 2010. its purchase of NeXT — the computer company Jobs founded after leaving Apple — in 1997 brought him back into the fold. who lit a candle outside the store. Jobs’ relationship with top management and the board soured. he became interim CEO and in 2000. The world rarely sees someone who has had the profound impact Steve has had. But it was the Apple II that became a huge success and gave Apple its position as a critical player in the then-nascent PC industry. It was not immediately known how his estate would be handled. Forbes estimates Jobs’ net worth at $6. the company dropped “interim” from his title. The company soon introduced the Apple 1 computer. Along the way Jobs also had managed to revolutionise computer animation with his other company. an apple and an iPod Touch in a makeshift memorial. bouquets of flowers. the effects of . competitors and friends over the course of more than half our lives.” said Robbie Sokolowsky.Will Apple stay creative? Now. but it was the iPhone in 2007 that secured his legacy in the annals of modern technology history. mourners laid candles. Later that year. Despite the subsequent success of the Macintosh computer. who has stood in for his boss during three leaves of absence.

memories and condolences. and talented enough to do it. Michelle and I send our thoughts and prayers to Steve’s wife Laurene. I will miss you. Because he did. he exemplified the spirit of American ingenuity. My thoughts and Google’s are with his family and the whole Apple family. and achieved one of the rarest feats in human history: he changed the way each of us sees the world. The world has lost a visionary.which will be felt for many generations to come. Facebook’s Mark Zuckerberg: “Steve. And there may be no greater tribute to Steve’s success than the fact that much of the world learned of his passing on a device he invented. He always seemed to be able to say in very few words what you actually should have been thinking before you thought it. very sad to hear the news about Steve. On behalf of all of us at Google and more broadly in technology. I will miss Steve immensely. And by turning his talents to storytelling. If you’d like to share your thoughts. but intuitive and fun. By building one of the planet’s most successful companies from his garage. and all those who loved him. your passion for excellence is felt by anyone who has ever touched an Apple product. redefined entire industries. His focus on the user experience above all else has always been an inspiration to me. thank you for being a mentor and a friend. By making computers personal and putting the internet in our pockets. Steve was fond of saying that he lived every day like it was his last. He was very kind to reach out to me as I became CEO of Google and spend time offering his advice and knowledge even though he was not at all well. you will be missed very much. it’s been an insanely great honor.FP Staff . he made the information revolution not only accessible. He was a great man with incredible achievements and amazing brilliance. Google’s Sergey Brin: Steve. For those of us lucky enough to get to work with him. his family. Thanks for showing that what you build can change the world. Steve was among the greatest of American innovators – brave enough to think . Apple encourages you to write in at rememberingsteve@apple.” Google co-founder Larry Page: I am very. he has brought joy to millions of children and grownups alike. he transformed our lives. bold enough to believe he could change the world. President Barack Obama: Michelle and I are saddened to learn of the passing of Steve Jobs.

who was later to become Apple’s first employee. He was prob- . Steve Jobs’ studied avoidance of India for most of his working life can probably be traced to his first tryst with the country in late 1973. Oregon. Dan Kottke. Jobs. But whether he found what he wanted or not is not clear. but those free meals were probably what got him and friend Kottke. to backpack in India in search of enlightenment. then 18-and-odd years old. Said Jobs: “I didn’t have a dorm room. He did find something in Buddhism. I returned Coke bottles for the 5-cent deposits to buy food with.Why Steve Jobs’ love affair with India ended very. after dropping out of Reed College in Portland. That was before he had even thought of launching Apple.” One can’t say for sure. came to India with a hippie mindset along with a friend. But the one guru he came to meet – Neem Karori Baba. very early If first impressions are very difficult to dislodge. Clearly. for he shaved his head and wore loose-fitting Indian clothing often and experimented with psychedelic substances. so I slept on the floor in friends’ rooms. a Hanuman devotee who had some American followers in the 1970s – died before Jobs and Kottke made it to his ashram. Jobs’ peregrinations in the India of the 1970s were less than enlightening. What brought him to India? Was it a karmic connection? We know very little about that. except that after he dropped out of college he earned his keep by returning Coke bottles and sought a weekly free meal at a local Hare Krishna Temple. I loved it. and I would walk the seven miles across town every Sunday night to get one good meal a week at the Hare Krishna temple. creator of the iconic MacIntosh computers.

and the product he was passionate about. After his India trip. A year later he became the boss again. the talk was that Jobs would set up a 3. when the company bought Jobs’ next company called NeXT. as they say. Many in India even speculated that Jobs might travel there this year to publicise Apple’s commitment to the country. he concluded: “We weren’t going to find a place where we could go for a month to be enlightened. and he was duly chucked out of the company he founded in 1985 when its fortunes plummeted and he was ousted in a power struggle with CEO John Sculley. and when every IT company worth the name – from Bill Gates’ Microsoft to IBM. “India isn’t . At one point in the mid-2000s. Dell and Accenture – was making a beeline to our shores. His biography says he found India “intense and disturbing. The media then began speculating that Jobs might do a Gates and come on an Indian tech pilgrimage. That was his true enlightenment. Officially. when the whole world was raising a toast to India. he created the company he wanted to create.000 workers by 2007 to handle support for Macintosh computers and other Apple gear. But Apple in its first avatar was a niche player.” Quoting sources. Back in America.000-worker Mac support centre in Bangalore and had even hired around 30 people to ramp up the organisation. In late May. He returned to Apple only in 1996. But his heart was clearly not in it. It was probably in his second coming at Apple that Jobs truly achieved all that he wanted to by following his own heart on the products he wanted to create – the iPod. If Jobs believed that what you do helps others more than all the giving philosophies of the world (as the reference to Edison exemplifies). Oracle. It wasn’t meant to be. he well and truly lived the life that only he could live.” and his search for enlightenment ended abruptly. The rest. It never happened.” That statement tells a lot about who Jobs really was – and why his Indian connection never really happened beyond a broad interest in Buddhism. the iPhone and the iPad. Jobs appears to have briefly convinced himself that maybe (just maybe) he ought to give it a try. BusinessWeek speculated that Jobs wasn’t happy about the costs. is recent history. Apple dismissed most of the 30 new hires at its subsidiary in Bangalore. It was one of the first times that I started to realise that maybe Thomas Edison did a lot more to improve the world than Karl Marx and Neem Kairolie Baba put together. But India was a country he had fallen out of love with a long while ago – and he never seriously considered it worth his notice. This is how BusinessWeek reported it at that time: “He (Jobs) is…a tough-minded executive who knows when to cut and run… Just three months back…there was talk of the company hiring 3. it seemed Jobs didn’t like the quality or the costs of an Indian operation.ably psyched by the extent of poverty and chaos he found here. In early 2006.

“The turnover is high. therefore. India was simply not in his script.” Jobs’ heart did not lead him to India after 1973. Don’t be trapped by dogma — which is living with the results of other people’s thinking. but one can’t fault him for that. sell almost nothing in India compared to what the Nokias and Blackberries do. While Nokia and Blackberry are being thrashed in the developed world markets. their Indian operations are flourishing – thanks partly to Apple’s unwillingness to give them a run for their money. In his 2005 commencement speech at Stanford.” Jobs. In Apple’s US online store. They somehow already know what you truly want to become. And most important. He treated India almost like a pariah market – and he ended up pricing his products higher in India than else where The iPod. and he got his kicks from developing “wow” products that he was passionate about. Don’t let the noise of others’ opinions drown out your own inner voice. He said: “Your time is limited. Jobs believed in living life as he thought fit. Everything else is secondary. clearly. carried his late teens India baggage with him all his life. As Bloomberg reported recently: “The cheapest iPhone 4 costs $705 at Reliance’s iStore. Jobs had to lead the life he wanted to. have the courage to follow your heart and intuition. India was probably Steve Jobs’ blind spot. But then. This is why even when he launched his world-beating products.” Apple felt it could “do (such work) more efficiently elsewhere.” Little wonder. he did not believe in making a show of inexpensive as it used to be. India was nowhere in his strategic thinking. the iPhone and the iPad.R Jagannathan .” the magazine quoted the source as saying. and the competition for good people is strong. And unlike many of his fellow millionaires. while the cheapest iPad 2 sells for about $603. . Both Jobs and India have lost out as a result. Bloomberg concludes that Apple is barely a player in the Indian market. so don’t waste it living someone else’s life. the iPhone 4 starts at $199 with an AT&T contract and the iPad starts at $499. Jobs advised students to follow their hearts since we all have only one life – and it is short.

More often. the troublemakers. Now iPod is synonymous with dig . and you could still find Apple II computers in US classrooms into the 1990s. and it marks that beginning of one of the greatest comeback stories in corporate history. there were computers that used a graphical user interface before the Macintosh in 1984. Those words launched Apple’s 1997 Think Different campaign. before many people had their first computer. they launched their second. It came shortly after Steve Jobs returned to the company that he founded. It was four years before IBM created the familiar computer we now all refer to as the PC. Steve Jobs did change the world. Steve Jobs is dead at age of 56. we see genius because the people who are crazy enough to think they can change the world are the ones who do. the Apple II. building what would be the first Apple computer in Jobs’ parents garage. his Apple didn’t create markets as much as define them. Jobs was not first to market.” “Here’s to the crazy ones. but the Mac was the first to bring the ease of point-and-click to the masses. college drop out Steve Jobs was one of those guys. an engineering. the rebels. In 1977. it also makes a fitting eulogy for the tech visionary. but he can rightfully claim to be the first to bring so many things to a mass market. Yes. It’s widely seen as one of the first commercially successful computers. When Bill Gates said that he worried about the future of Microsoft because of some guy in his garage in Silicon Valley. The iPod and iPhone joined crowded markets for digital music players and mobile phones. wizard. helped launch the personal computer revolution. Sadly. the ones who see things differently. He and with his friend Steve Wozniak.Steve Jobs and Apple: The crazy one who changed the world While some may see them as the crazy ones.

he created almost a company within the company. paid possibly the best tribute to his fellow technology trailblazer. The company moved on from computers to sell a range of gadgets. Technology journalists took a sharp intake of breath at his skeletal appearance. and the second coming of Steve Jobs began. but he was not a static tragic figure but one who learned and grew. Steve Job’s health declined. the company he founded was on the brink of collapse. he was pushed from the company he helped create. down to the screws that were used in the computer cases. he was gaunt and thin. It was not a surprise that he stepped down as CEO in August. the studio has never looked back. Since the iPhone launched in 2007. He was legendary in some of his obsessions. Steve Jobs was not only a technology visionary. Occasionally. That’s what makes his story so compelling. Referring to another of Jobs favourite lines. the highest level in Hol lywood. Bill Gates. but the technology world is still grieving at how quickly cancer has taken his life. he could be volatile. Apple stands out in a thicket of identi-kit PCs and laptops. When he returned. the first in a series of i-branded products. After Apple. he said that working with the Apple founder had been “insanely great. The Mac team literally flew a pirate flag.” He was insanely great. It was said that he hated the noise of fans. it has grabbed 18% of the worldwide smartphone market. It led him to push to create the Cube. In terms of design. Apple went from a takeover target to the most valuable company in the world. Its films gross on average $600m. Steve Jobs life story has many themes of the mythical hero. once seen as the arch enemy of Steve Jobs and Apple. By earlier this summer. Both floundered. he launched NeXT computers. His pirate band raided other teams at Apple. but after Pixar released Toy Story. fall and redemption . as Apple’s fortunes rose. a computer far ahead of its time. With sales declining and his volatility perceived as a liability instead of an asset in1985. At his last product launch. the last chapter of this great story — of rise. but with Jobs back at Apple. but also a design and entertainment visionary. its fortunes turned around. To create the Mac. but it was launched just as the computer industry was hitting its first soft patch. he was guilty of stunning hubris. Apple bought NeXT. and the iPhone has completely up ended the market for smartphones. a radically different design that was one of the few times when his sense of design was too far ahead of the market. It was said that he wanted sign off on the tiniest details. and Jobs told them that it was better to be a pirate than to join the navy. In 1996. Apple is now the biggest music retailer in the world with its iTunes music store. It gave the world the Macintosh.ital music. However. it was clear that he was a very sick man. Like all creative geniuses. Pixar. which was never successful selling its expensive computers. and he bought a computer animation company from George Lucas. Jobs launched the colourful iMac. It was rumoured that Sun Microsystems tried to buy Apple three times. Sadly. complete with the fall from grace and a second coming. a creative visionary who grew into an iconic figure.

Watch Youtube video of Steve Jobs announcing the crazy ones Apple campaign .— has come far earlier than most people expected.Kevin Anderson . but it is not too grandiose to say that he was one of the people not only crazy enough to think he could change the world but did.

Not that you never have. So in my same dilapidated state. BBMs. I know he’s upset with the new iPhone. Yes. Like the reign of an ancient king. emails and . tweets. I remain devastated. OK. read the status update of a friend. my mind was made up by about midnight. Only this time. As a human being. because now we will never Last morning. I sat up. the news wasn’t so great. I sleep with it. Facebook status updates. It’s easy to misread communication. I felt a sudden chill in the room and a knot in the stomach that I just couldn’t ignore. the undelivered high expectations and the lacklustre design rants from technocrats across the globe. Cut to 24 hours later. Steve Jobs”. “RIP. There right after his name someone had keyed in an end date to the man. I hit Wikipedia.Mac with a Soul: Steve helped us to do our Jobs better blogs on the iPhone 4s. My vivid dreams of asking Siri dirty questions and expecting factually correct answers were interrupted violently by the same steady flow of virtual pokes and tweets. Cheated. from one AD to another AD. Devastated. I feel cheated. And get myself the real phone for creative professionals. Despite the negative reviews. And stared. I would dump my Hangberry. because I do not know who will understand my needs better. in all seriousness when to finally get myself an iPhone. I contemplated. But Jobs is retired. I woke up to text messages. Gandalf is dead. as the day unfolded. As a creative professional. right? The voice in my head spoke up. Especially when you are one-eyed and still groggy. And little by little. I reached for and fired up my MacBook Pro. This had to be dream. I thought.

the keynote was by far the most downloaded clip the next day. And true to our very primitive and basic traits as humans. I waited patiently for the system to ask to reboot. The way the MacBook looked inspired us. Creative people who otherwise cannot sit through a five-minute product demo would be transfixed with a glassy look in their eyes watching a man alone on a stage with a giant screen behind him. We had just about reconciled to the fact that we would not see the black turtleneck and blue denims any more. He often wrote and rewrote the ads with Lee Clow at TBWA (where I started my career). It took the file format that threatened to ruin the music industry and converted it into one of the most profitable revenue models for Apple as well as musicians. It becomes us. Every brushstroke makes our hearts sing. Television Evangelists.know what our lives could become. Year after year. I don’t know what to do and where to go next. like they do for instance with IBM or Dell. it looked complicated. His love for typography and fonts ensured that every Mac user had access to a rich library of looks. photographers to writers and even filmmakers. That is not my generation. A decade earlier. college kids – everyone had something to take out from it. From musicians to painters. Once after installing Photoshop. I grew up playing with my 486DX and PCs with similar complicated names like that. Finally. we tame it with our touch. I hit my fifth PC. And use it liberally and in new ways to make their art better. I was a certified hardware geek. Entrepreneurs. We pinch. This is not a computer. Technocrats. till such time this magic doesn’t merely change us. Every colour gets our pulses racing. It seems alive. Overclocking CPUs made me feel special. TED made a million dollar idea out of it. Apple made the iPod. Apple in itself can be looked upon as a company that was obsessed with graphics. I could rattle of names and specs of motherboards and video cards. And didn’t stop at that. And that remained the man’s obsession. By the time. And so it . It was then that I realised. when nothing happened. I was in a complicated world where only the learned survive. And not just creative people. The language used on the Apple website was just like the way he spoke to us at the annual keynote. for a good hour. The reason why many do not look at Apple as a technology company. I have not grown up with Apple. many companies produced mp3 players. That’s because he was a creative mind himself. Numb. His contribution to a creative professional’s life is invaluable. we tap. And when I got my first iMac. Steve Jobs worked relentlessly in his pursuit to make technology achieve progress in the field of liberal arts and humanities. It made sitting at our desks for hours a rewarding experience. Apple haters. I gave up and restarted it myself. we swivel. The only difference being that this art becomes personal. great or small on iTunes. Hell. I was the systems settings savior. It is more of a design house that hires a lot of artists who also love science. It is a device designed to better my life.

A creative professional. I don’t need to. You’re creative? You work on graphics based stuff right? Get a Mac. Every colour.Trilok Sengupta . The Mac is faster. The colours are true. it scrolls better. Welded together to make our hearts soar. And you know what. Hoping that somewhere. Who will dedicate their lives to bringing us more little pieces of mass-produced aluminum and glass. I am ashamed that I still do not know what is the precise configuration of my machine. It has a soul. It will change your life. To lead our lives with whatever he left us.ensured that the graphic quality on every Mac is never compromised upon. And we have to move on. But the biggest is the fact that I feel it understands me. should spend more time bettering his craft than worrying about what hardware permutation is best suited to his needs. I cannot live without my Mac. The wicked witch is dead. As a photographer and a creative director. there are more like him. he thought. Perhaps. It wants to make me a better artist. This is the exact nature of the shift that Steve Jobs managed. As an erstwhile nerd. I don’t know why. There are enough reasons. And it doesn’t misbehave in the middle of something important. . every word looks better on it.

Chapter 2 Steve Jobs Steps down as CEO .

at least at the moment. What a difference a decade has made.” technology journalist Peter Lewis said. The company has created a new computer market with its iPad. “One of the true tests of a great CEO is whether you can build a company that can thrive after you’re gone. Jobs will remain chairman of the board. Apple is in the best position in its history. Technology consultant and commentator Tim Bajarin said: “What people don’t realise is that Apple does not work like most companies that operate on a quarter-to-quarter basis or planning cycle. and it challenges Exxon Mobil for the title of the world’s most valuable company. “For a company as large as Apple. It’ll go up!” What does Apple lose? No one is worried about Apple in the short term. Apple has gone from zero to the number one maker of smartphones in four years. Instead. Since the launch of the iPhone in founder Matt Haughey said. and his . I’d get shares pre-iPhone 5 release. but with the company’s stock dropping so quickly after the announcement that trading was halted. the products they have in the works now are designed through 2013 and the current roadmap extends well through 2015. corporate culture doesn’t change overnight. especially considering that when Steve Jobs rejoined the company in 1997. Apple’s success has attracted a lot of talent. and the third generation of the market leading iPad is expected by next year. and Apple is now the world’s most valuable technology company. The quality of the people doesn’t change. seems well-positioned to do that. Investors pointed out that Apple’s stock was already trading at relatively low price-earnings ratio compared to its peers. it was a shadow of its former self and a takeover target. and Apple. Apple’s current position is impressive.” said the New Yorker’s James Surowiecki. If I had spare cash. looks like tomorrow is national Buy Apple Stock At Discount Day.” Apple already has plans in place for existing and new products for years to come.The irreplaceable charisma and vision of Steve Jobs As Steve Jobs steps down as CEO. “It would be hard to conceive of a better time to say “Mission Accomplished” and hand the keys to the next generation. “Hey. MetaFilter.” The iPhone 5 is expected to be released soon. It is worth more than Intel and Microsoft combined. investors are obviously concerned about its future. and Apple co-founder Steve Wozniak told Bloomberg.

Many in the technology industry speak of the Steve Jobs distortion field. I would be the first to let you know. showmanship and marketing. Apple’s design is only part of the formula. Jobs said. but Jobs was the final hurdle before a product was released to the public. “It’s really hard to design products by focus groups. Jobs said. it loses an irreplaceable technology pioneer. In his letter of resignation. who served on Apple’s board.successor. Unfortunately. Some of the comment is born of jealousy.” Apple’s success isn’t threatened anytime soon. but in losing Jobs as CEO. When his health no longer allows it. “I have always said if there ever came a day when I could no longer meet my duties and expectations as Apple’s CEO. the company will lose one of few figures in technology who can truly be described as visionary. . Months before the release of the original iMac. No other technology company has its fans stand in line outside their stores for hours if not days to get their latest gadgets. We’ll see in the coming years if the company can continue its design leadership. has been running the company during Jobs’ leaves of absence. one of the greatest American leaders in history. Steve Jobs’ salesmanship is key as well.” Apple has design skills. One thing Apple has started to miss already is Jobs’ charisma.” It’s clear that he won’t be able to carry on in the same capacity that he has since 1997. people don’t know what they want until you show it to them. A lot of times. said of Jobs: “He uniquely combined an artist’s touch and an engineer’s vision to build an extraordinary company. Google’s Eric Schmidt. that day has come. He seems to know what people want before they do themselves. Tim Cook. Jobs will most likely continue to help drive product direction as long as possible.Kevin Anderson .

For centuries. We couldn’t access the scale of the horror without the individual figure. For centuries. from inside his underwater glass cube where he controls the entire company and all its customers. Almost a century ago. but it was the removal of that president that was seen. In the “Arab Spring”. as millions died in the trenches of Europe in the First World War. Thousands of people may have had their phones hacked by the News of the World. . The obvious spoof of Apple seems apt with the news that Steve Jobs is quitting as CEO of Apple and will become chairman of the board.From Steve Jobs to Anna Hazare: Why we need personal heroes In a recent repeat episode of The Simpsons cartoon on British TV. initially. There were countless problems with the regime its structures beyond former president Hosni Mubarak. as key to Egypt’s future. humanity has looked to the individual as hero. with chief operating officer Tim Cook set to take over at the helm. but it was the hacking voicemail of the murdered school girl Milly Dowler that captured Britain’s attention. icon or even simply a reduction of an otherwise complex situation. it was the war poets such as Siegfried Sassoon or Wilfred Owen who came to represent the nameless and faceless millions. Lisa becomes obsessed with getting a “Mapple” product. saviour. humanity has looked to the individual as hero. saviour. “Steve Mobs” for leniency. .000 tracks to her “MyPod”. she has to appeal to the firm’s boss. Google executive Wael Ghoneim became a symbol for many fighting for a more free Egypt after he was detained for 12 days. When she downloads 12. . icon or even simply a reduction of an otherwise complex situation.

Even when the healthcare bill was enacted by Congress in 2010. it has continued to be branded “Obamacare” because of his personal push for it. In Canada this week. the “RIP Jack Layton” trend had climbed Twitter and within another hour or so. And without him. questions abound about the future of the movement. television. We can’t process “millions dying of hunger” but can connect with a starving child held by her father. . Battling corruption is nothing new in India or anywhere else for that matter. newspaper. it was the most talked about item in Canada. Facebook. Even in the days of Ancient Rome. the central personality.and the CEO of a company that makes . “bread and circuses” easily centred around the gladiatorial heroes of the arena. frequently as a form of escapism. They were personalities you wanted to see win.Today in India. Within 30 minutes of the news breaking. we need ways to reduce and summarise. even if they didn’t match those of the then candidate. The 61-year-old was already known to be struggling with a second bout of cancer. radio. “I’m Spartacus” to protect their friend. rather than a 2000-page document. number four in the world. Some might ascribe this to “cult of celebrity” of today. it isn’t merely an example of repetition. The party became the man. In a world of endless information and constant bombardment by news via Twitter. It is similar to mob mentality in the almost switching off of individualism for the sake of a strong central figure. leader of the left-of-centre and official opposition in Canada. The individuals identify with the hero. . there was an immediate outpouring of public sympathy and grief at the passing of Jack Layton. gladiators. They win with him. The famous Live Aid concerts of 1985 in response to African famine coalesced around the 1984 reports by the Canadian Broadcasting Corporation of little Birhan Woldu who survived. but the fact he succumbed less than four weeks after he announced he was undergoing treatment came as a shock. but it is the personal commitment and unique personality of the 74-year-old that has been essential to pushing the movement as far as it has to date. the New Democratic Party (NDP). When each freed gladiator stands up and says. Think of the classic 1960 film Spartacus. they mourn lost comrades with him. news websites. . The words “hope” and “change” are so nondescript that almost anyone can apply to them their own hopes and ideas for change. as we obsess ourselves with an individual. Anna Hazare continues his hunger strike to fight for strict anti-corruption laws. . Even political opponents recognised that it was the personal brand of “Jack” that won the NDP 59 seats in the province of Quebec in May’s Canadian elections – 58 more than they had previously. Political leaders.but secretly wanted to lose. Obama tapped into that very effectively in his 2008 presidential campaign. anti-corruption campaigners. and because it is easier for opponents to attack the man.

comes from the desire to find success in the individual. we will always try to identify with the solitary. And most of all we want the products that look cool and represent status. The celebration of Jobs. The New York Times showed off many of the 313 Apple patents that list Steven P Jobs amongst the creators. . because we too are solitary beings. There are billions of us. The fact that less people use Mac computers than the PC variety has long created this sense that Apple users are somehow special or more unique. envy and the desire to connect people has made Apple a global powerhouse of technology because they are very human qualities.our phones and computers – why do people ascribe such devotion to an inventor and corporate entity? There is no doubt Steve Jobs has been instrumental in some of the most groundbreaking and innovative pieces of technology of the past 30 years. We want to work for a company where the boss makes excited announcements in tshirt and jeans. or Jack. Part of this is our own jealousy or aspiration to achieve through an invention that will change the world and make us millions. Even with millions of iPhones and growing numbers of iPads. Whether we reduce movements to an individual. and Apple expertly tapped into them. by both investors and the wider public.Tristan Stewart-Robertson . Aspiration. the brand and man behind it. people buy into the style. We want the glass stair cases that are replicated in Apple’s signature stores around the globe. And part of it is to personalise the technology we use. But of course it takes teams of designers and experts and even marketers to make Apple the powerhouse it is today. but we each want to be special. as Anna. or Steve. and many profess more devotion to the product and company than you would see on other corporate products. or companies to an apple logo.

Massachusetts in 1985. have brought him the same one-name recognition as Carnegie. Motorola’s Razr. Ford. iPhone and iPod. Enter newly minted CEO Tim Cook. But within the tightly knit Silicon Valley community. was thought to be revolutionary just a few years ago. Jeffrey Sonnenfeld. but where Apple Inc’s cofounder ranks in the pantheon of business leaders who have carved out a place in history. given the breakneck pace of technological innovations and the fickleness of consumers. Gates. a management professor at the Wharton School of Business. iPod. of phones. Jobs has long been a larger than life figure inside and outside the company he co-founded. . while they might not recognise the names of other business legends such as General Electric’s former chief executive Jack Welch. Jobs would surely pass the Times Square test. operating in relative anonymity. there were some who thought he would not make it. of the computer. But 50 years from now. meaning many people walking around the New York City tourist mecca would know who he is. even though for years he was surrounded by superb talent who deserve at least some credit for runaway successes such as the iPad. Murdoch. “I would put Jobs up in that category in terms of how he revolutionised our concept of music. remembers vividly how Jobs awkwardly introduced himself to Polaroid CEO Ed Land during a lunch at Michela’s in Cambridge. and others. will the Nano be considered as revolutionary as the Model T? “What Ford did for the automobile — just look at the suburbs and highways that developed from him. the assembly lines. And Jobs’ technological innovations. they have built formidable reputations in their fields. among them the Mac computer. Ford had a tremendous effect. who has written extensively on innovation and intellectual property. for example. a professor at Rutgers School of Law in New Jersey. associate dean of the Yale School of Management. stands tall among iconic CEOs New York: The question is not whether Steve Jobs is an iconic CEO.” said Mike Carrier. design genius Jonathan Ive. The quartet have stayed in the wings for years. “I’m not sure how all these innovations will stack up in the long term. iPhone. they now have an opportunity to take center stage. of literally everything. and iPad.” said Peter Cappelli. With Jobs’ departure.Jobs scores a perfect ten.” But others say the jury is still out on the lasting influence of Jobs’ creations. mobile software guru Scott Forstall and product marketing maestro Phil Schiller. former Apple executives and experts said Between Edison and Disney When Jobs first started out more than three decades ago.

‘Steve Jobs made this. Alexander Graham Bell invented the telephone. one of the most successful of the last half century. but they desperately want to believe that he did. He doesn’t get technology. but not all three. But they do not think that Murdoch alone puts out News Corp newspapers. They know Jobs did not create the devices on his own. Walt Disney or William Randolph Hearst hit on one or two of those plot points. they’ll look back on Apple products and think.’” she said. ‘That guy is never going to make it. “You can’t underestimate the massive impact the press has had in building up the concept of the celebrity CEO. He’s just a salesman.” Elberse said. That company began as a lumber manufacturer. “Fifty or a hundred years from now.” Sonnenfeld said. “After he left.” said Eric Abrahamson. And Jobs’ career trajectory as a pioneer. consumers have made a visceral connection between Apple products and the guy in the blue jeans. music and movies were made and enjoyed. After the war. “There are few CEOs who can compare to Jobs in terms of breadth of activities. He pointed to the reinvention of Kimberly Clarke as a case in point. They have sprinkled some of Disney’s pixie dust on him. length of time in command. in a manner of speaking. and comeback success has the narrative arc that journalists love. “Consumers personally believe that Jobs is solely responsible for the products in their house. Though that turnaround is akin to the one Jobs’ pulled off after returning to Apple in 1996 — its stock is up roughly 9.” Pixie dust Jobs diverges from his peer group in two key aspects: the number of industries his company’s products have fundamentally changed and consumers’ identification of him as the singular force behind those products. professor of management at Columbia Business School. Kimberly Clarke’s fortunes began a downward spiral and did not recover until the company introduced Kleenex. Jobs designed aesthetically pleasing. for instance.” And his legacy. then moved on to pulp before hitting it big with gas masks during World War I. Ed shook his head and said. for instance. Part of Jobs’ mystique is owed to a confluence of factors either unique to him or to our times.” said Harvard Business School professor Anita Elberse.’” Jobs is a salesman. “I couldn’t tell you who the CEO was who led Kimberly Clarke’s turnaround. failure. -Reuters . By accident or design.000 percent over that time — Abrahamson said. But the magnitude of his technological brilliance — The New York Times pointed out that his name appears as inventor on 313 patents — and his penchant for theatrics place him on a historical spectrum somewhere between Thomas Edison and Walt Disney.“He came over to Ed to thank him for his wisdom in marrying progressive management with technological advancement. easy-to-use devices that changed the way computing. black turtleneck. “That’s his cultural impact. The attention paid to CEOs by financial analysts and the media far exceeds what it was during Henry Ford’s day. and connection with consumers. and wire-rimmed glasses. Ford helped create the automobile industry.

Gates has been committed to giving away much of his fortune to charity after being shocked by poverty and illness in the developing world. legacy.Steve Jobs vs Bill Gates: Who will have the greater legacy? Apple is within striking distance of becoming not only the world’s most valuable technology company but the world’s most valuable company full stop. The Mac versus PC debate is one of the great religious debates of technology. What will these tech giants leave behind? Jobs and Gates can both claim their place in tech history. stepping down from day-to-day operations at Microsoft in June 2008. He wanted to work full-time on his charitable work. pick a side in the Mac versus PC battle and stand back. For more than a decade. with Bill Gates clearly the winner. so much so that one of the most well known columns to follow the company is Leander Kahney’s Cult of Mac. It is now worth more than Intel and archrival Microsoft combined. and thus Gates’. Jobs might be able to claim victory over Microsoft. PC owners profess a more pragmatic admiration. Apple fans are known for their devotion. He’d still be the richest man in the world if he hadn’t donated a third of his wealth to his foundation. but if you ever want to kick off a good argument online. but from his worryingly gaunt appearance. Gates was the richest man in the world almost continually from 1995 until this year. alongside his close friend Warren Buffett. but he has faced criticism for not being as generous with his wealth as Gates or even . Together they have called on the richest Americans to follow their lead and give away a majority of their wealth in a campaign called the Giving Pledge. but Steve Jobs stands ready to cap one of the most amazing come-back stories in business history. fighting HIV/AIDS and ending the scourge of malaria. In addition to this sprawling headquarters. One of a handful of public appearances since taking a third medical leave of absence was to lobby the local city council to allow Apple to build a huge new headquarters. Jobs will leave behind a number of iconic computers and gadgets. but who deserves the higher position will never be decided. then. the fight for his life against an undisclosed disease. has used his philanthropy to encourage others to give. The epic battle of the tech world—Microsoft versus Apple—seemed decided long ago. Bill Gates has pulled back from corporate life. And Gates. that our thoughts turn to Jobs’. devoting his energy to important causes including eradicating polio. he might be losing another more important battle. the two men have taken very different paths in the last few years. It is no wonder. which a local official called it a “legacy building”. he has also pulled back from his day-to-day responsibilities at Apple but only because of his health. As for Steve Jobs. Aside from their business and technology achievements.

(Jobs is) nothing more than a greedy capitalist who’s amassed an obscene fortune.” Does doing something wonderful mean creating iconic gadgets or quietly giving to charity? If it comes to light that Jobs has been giving away his wealth. In almost every way. Jobs told the Wall Street Journal: “Being the richest man in the cemetery doesn’t matter to me. Going to bed at night saying we’ve done something wonderful … that’s what matters to me.Facebook founder Mark Zuckerberg. But Apple and Jobs are famously secretive. Kahney of Cult of Mac said of Jobs: “On the evidence. and some believe that this secrecy extends to any possible charitable giving. In 1993. but it closed after a little more than a year. who recently pledged $100m to support a school district in New Jersey. would you admire him more for not seeking publicity for it? Both men will be remembered for their technical innovation. Gates is much more deserving of Jobs’ rock star exaltation. Apart from some donations to the Democratic Party.Kevin Anderson . It’s shameful. Jobs has no public record of philanthropy.” Jobs did establish a foundation in 1987 to support social entrepreneurship. Who do you think will leave the most lasting legacy? Steve Jobs testifies before Cupertino City Council Bill Gates last day of work .

.Chapter 3 Apple Inc.

Now that Jobs’ vision will no longer drive the company. Sales soared 82 percent $28. will Apple be able to retain its tag of the technology’s world top purveyor of cool? No doubt. Apple is looking aggressively at overseas markets such as China. where. will keep the company growing. whose Android has been rapidly gaining ground among smartphone and tablet users.6 billion. services and applications. it remains to be seen how effectively Cook uses that to innovate and introduce new products. However. cool devices that made millions of consumers salivate over digital technology in a way they had never done before. In a bid to expand its markets. with no sell ratings. he WAS Apple. as well as potential new products like a television. Steve Jobs was not just the face of Apple Inc. young fans are ready to do outrageous things just to lay their hands on an Apple product. Even as the rest of the world was dragged down by slowdown gloom. “He made technology personable.3 billion. Over the short term. On average. Apple’s profits for the quarter ended June more than doubled to $7. While the infrastructure within the company to grow had already been put in place when Jobs handed over the reins to new chief executive Tim Cook in August. as one consumer speaking to BBC TV put it. With his design and marketing brilliance.” she said. One of the biggest threats to Apple’s dominance is Google. analysts predict the shares will rise another 32 percent to $499. But competition is rising. For the doomsayers. updated models of the iPhone and iPad. transformed Apple into the world’s most valuable technology company by creating path-breaking. who died after a long battle with cancer at the age of 56 on Wednesday. it will be a challenge. which are recommended by 49 analysts. Another rival is Amazon.40. which disappointed reviewers and shoppers. . for now. a tablet computer that some analysts think could pose the first real challenge to the iPad. As recently as Tuesday. according to Bloomberg data. the downbeat reception was a sign of more disappointments ahead. which recently debuted the Kindle Fire. investors are staying put with Apple’s shares. To stay on top. it seems. Apple will need to continue developing the next generation of “must-have” gadgets while battling growing competition in the markets it has pioneered. Cook led the debut of the iPhone 4GS. helped by record purchases of iPads and iPhones.Can Apple stay technology’s cool trend-setter without Jobs? What happens to Apple now that its iconic co-founder Steve Jobs has passed away? Jobs.

How Apple manages to hold on to that top spot without Jobs will be interesting to watch. Its valuation now exceeds the combined worth of Microsoft and Intel. two companies that once relegated Apple to the fringes of the personal-computer industry. Apple’s market value has zoomed past rival technology companies. . will continue to have that ability to ‘change the rules’ in whatever industry it enters as before.With booming sales and profits. without Jobs.FP Editors . it will take time to judge whether the company. While Apple’s reputation and profits seem intact in the short term.

but only 28 percent would buy an iPhone 4S if that model hits the shelves . but Samsung’s Galaxy S2 and several other Android handsets already have larger. quite rightly. He had a tough act to follow: the legendary Steve Jobs. instead announcing only an upgraded iPhone 4. and in that market the iPhone 4S now seems a little small.” That’s why Apple’s stock was down 5% at one point after the announcement. It Pro Portal said the study found: “BlackBerry users are. Apple’s move to a dual-core processor trails its Android competitors by several quarters. Apple definitely underwhelmed. The iMessaging announcement seems a clone of Blackberry’s BBM. 27 percent of them plan to switch sides when the iPhone 5 is comes to the market. The rumoured iPhone 5 was supposed to have a larger screen. This announcement felt like Apple catching up with the market. Some tech pundits pointed out. according to the study. without his obsessive drive. But apart from the Siri personal assistant. not about faster hardware stuffed into last year’s gadget. but only 11 percent are interested in an iPhone 4S. and the failure of the company to release another game-changing design at the first launch announcement after Steve Jobs announced he was stepping down as CEO will filtered through fears that. let’s look at a study from inMobi ahead of the launch announcement. Apple announced an 8 megapixel camera for the 4S. Apple’s stock dropped like a fainting diva after the company failed to deliver an iPhone 5. while Nokia’s N8 boasts a 12 megapixel shooter. bright screens. 52 percent of them will make the switch to the iPhone 5.iPhone 4S: Apple follows instead of leads It was opening night for Tim Cook as CEO of Apple. To get a sense of why markets are so disappointed. From a hardware standpoint. many of the features announced felt like Apple saying “me too”. As Bhuvnesh Chawla said to FirstPost Tech on Twitter before the announcement: “media would be judging star of the evening -Tim Cook or iPhone5” The flash verdict is in – the stock market reviewed Cook’s debut and they think he flubbed his lines. the company will lose its edge. the most enthusiastic new customers. The announcement of notifications allows the iPhone to catch up with Android. that the smartphone market isn’t driven by hardware but software. Launching only a speed-bumped iPhone 4 when the competition is moving aggressively forward is going to really hurt Apple. not pulling head of the pack as it has for the last few years. Even if owners of Android devices seem more loyal. Steve Jobs was about inspiring design. The rumour mill expected data speeds of up .

this might have been Apple’s legendary secrecy coming back to haunt it. a lot of people won’t ever experience faster speeds because their networks don’t support them. but they can also build unrealistic expectations. It’s still twice as fast as the model that it replaces 21Mbps. Rumours can build excitement and anticipation.Kevin Anderson . and this lacklustre announcement will raise doubts rather than quell them. In some ways. But big questions remain about Apple. However. but the iPhone 4S will top out at 14Mbps. . post-Steve Jobs. this launch undershot the hype at almost every turn. truth be told. This isn’t the first time that the Apple rumour mill has got a little carried away.

we will probably cut back our position by half. Shares fell just 0. chief investment officer at Tower Bridge Advisors in West Conshohocken. But the stock could take a dive if it becomes clear that he is no longer able to contribute to Apple’s strategy. who like many other fund managers has Apple as one of the largest holdings in its portfolio of large-cap companies — about 6 percent — is sticking with his existing commitment to Apple . withstanding steep falls in the broad market. But with many equating Jobs’ vision with Apple’s success. the outlook for Apple’s shares remains as bright as an iPad screen despite the resignation of Steve Jobs.” said Channing Smith. Apple’s chief operating officer. it is the long-term outlook that has investors worried. with revenues having steadily grown each quarter over recent years and analysts expecting a terrific performance in the next holiday season.” Meyer said. as chief executive. “We’re witnessing a business legend moving toward the exit door. “Guys like Jobs don’t come very often. “In the long term.How much higher can Apple shares go without Jobs? New York: As far as investors can see.” While Apple’s product lineup should hold an edge over the competition in the next couple of years.3 billion in assets. Jobs exits as CEO at Apple’s high. … is Tim Cook the man? We don’t know. Oklahoma. Even after passing the baton to Tim Cook. Most still hope that from seat as the company’s chairman he will provide guidance on key projects. Wirtz. if Steve Jobs’ health deteriorates or if he becomes more disengaged and does not lead the strategic aspect of the company. there is a fear that competition will finally gain on the company years down the road. considering that he is an irreplaceable icon. Pennsylvania. “In the long-run.65 percent on Thursday. co-manager at Capital Advisors in Tulsa.” said James Meyer. the company’s legendary co-founder. But many investors worry that the outlook for the long-term has become very cloudy. chief investment officer at Fifth Third Asset Management. Time only will tell if the company maintains the innovation and the creativity that he put in place there. Jobs will remain on investors’ radar. with $16. “The impact of Steve Jobs’ absence will be limited at least for the next two years because all the products that come out during this period will have his finger prints all over.” said Keith Wirtz.

” said Stephen Coleman. If the stock had been hit harder. He is betting that Jobs’ culture will continue to inspire the company. And a number of investors said they’d be more likely to buy shares if the stock stumbled. The stock has taken a hit right after the announcement of each of his three health-related absences.shares. with price targets ranging from $460 to $525 for the next 12 to 18 months. chief investment officer at Wedgewood Partners. Bank analysts overwhelmingly kept “buy” recommendations on the stock. especially if in his new role as chairman he remains involved in major development projects. founder of Daedelus Capital LLC. although many warned of increased volatility risk. David Rolfe.Reuters . the shares dropped almost 11 percent within the first week after Jobs announced his medical leave. So far. selling Apple’s stocks after each of Job’s health scares has proved to be a bad investment decision. but quickly recovered. “This is the lesson for the last seven and a half years because Steve Jobs has been sick or recovering or in remission for all of it: Wall Street cares less about Steve Jobs’ health than it does about Apple’s health and Apple is healthier than its ever been. In January 2009. 75 percent of which is in Apple. . “It just so happened that we got some cash inflows in the last 24 hours so we have been buying Apple in the fund.” he said. but by end of that month they had more than recovered all their losses. which manages $4 million. we would have added to it in our separate accounts as well. said he was buying on the dips for his new Riverpark/Wedgewood Fund .

when Jobs took his periods of time off. as CEO of Apple. There are very few companies in the world you would associate as viscerally with one person as you would Apple with Jobs.FP Editors . In-charge of the Mac OS. That he hasn’t also signals that Jobs will likely continue to be closely associated with product strategy or that upsetting the creative apple cart is not something the company wants to do at this point in time. Probably familiar to most of us because he was one of the few faces on stage with Jobs. retail experience. breathtakingly full. this one’s taken care of.Why Steve Jobs chose Tim Cook hile it cannot come as a surprise that the iconic Steve Jobs has stepped down after prolonged illness. Cook was the man who had stepped in as acting-CEO. if you were worried about marketplace response. The other person to watch is also Scott Forstall who is SVP of iOS. The person some would have expected to become CEO. the importance of this moment in Technology History simply cannot be denied. Cook has made sure they got to the stores on time. and delivery as much as it is by innovation. So yes. He’s managed the end-to-end supply chain as the COO of Apple. as the most visible and well-known innovator chose to call it a day. In a market that is driven by distribution. Whether the iPhone launch or the the next version of the iPad. The stock tanked 5 percent and understandably so (except that five years ago it might have tanked 15 percent). Forstall will probably play the most crucial role in Apple’s competitive future. So why has Jobs chosen Tim Cook? He is the ops man. Cook is likely the man who has made Apple products hard to beat and the product pipeline. W . In the past.

The Accord was launched in 1976 and was a hatchback. it has evolved from a hatchback to a mid-size car to a full-size car. Well. two reasons. Older readers will remember the good old Ambassador which would change its model from Mark II to Mark III to Mark IV with no change to the product other than a few cosmetics like the shape of the tail lights. Yet the name has stayed the same — Honda Accord.Why didn’t Apple just call it the iPhone 5? Here’s why The Freakonomics blog has a post where the author wonders if the stock price of Apple would have dipped as much if they had just said that they were launching the iPhone 5 instead of calling their product the iPhone 4S. And I refuse to accept criticism about Apple on this. In all markets across the world. The Accord has been through several changes and the current model is the 8th generation product. Marketers are used to changing brand names without much provocation. of all days. For 15 years it has been the highest selling Japanese car in the US and for two years (1991 and 2001). Consumers have learnt to tune out from all these name changes even when the communication for the brand called it a “revolutionary” change. and argues that since the market climbed a little later and on the next day. the largest selling car in its class in the world. At the other end of the spectrum is a brand like Honda Accord. I disagree. But the second reason is that I think it would demean the brand to do so. brands get restaged from time to time. Freakonomics concludes that this was a case of bad marketing on the part of Apple. In packaged goods. In this time. For. Currently it is sold in sedan and crosstour versions. it shows that the market realised that it was a great product and the name didn’t matter. One is that I am writing this on the day that Steve Jobs died. the blog reproduces the chart at the bottom of this post. but a brand is timeless? . From ‘High Power Surf’ to ‘Extra Action Surf’ to ‘God knows what Surf’. As evidence. So which of the above two strategies is right? Should one tweak the name of the brand at the slightest provocation or take the view that products change. Let me explain.

which is likely to change the way in which we interact with our mobile devices.I would love to hear your views on the branding strategies of Apple. By that yardstick. It should not be changed for short-term goals. That’s what differentiates it from every other tech brand. of course. Apple is about design as well as about technology. but is at the “cusp of technology and the liberal arts”.There are obviously arguments for both sides and no reason to believe that there should be one right answer. In the long run. But not Apple. A technology company would focus on the insides of their product. It has the ‘Siri’. We all need to have a clear idea of how our brands are going to evolve over time and communicate that to the consumer. Do you think brand names should be timeless or change every season? . the iPhone 4S is a revolutionary new product. For that we need to wait for the new tapering shape (a la MacBook Air) which we shall probably see some time next year.Suman Srivastava . However let us try to work out the logic used by Apple. this will create brand successes. Any other technology company would have seen this as enough reason to call this a ‘next generation’ product. Honda and packaged goods companies. A brand creates a long term relationship between a company and its consumers. The new product is in the same chassis as the iPhone 4 and so. Plus a host of other new features that make it way superior to the iPhone 4. Steve Jobs has said that he believes that Apple is not just a technology company. (The stock price on one afternoon has to be a new record in short-term goals). it cannot be called an iPhone 5.

iPhone: Game-changing the world. alone. Apple sold 6. and by the end of fiscal year 2010. The passionate reaction to the launch of the iPhone resulted in sections of the media christening it the ‘Jesus phone‘. and hun- dreds of customers lined up outside the stores nationwide. and Germany in November 2007. and Ireland and Austria in the spring of 2008. just not India In 2007. 2008. but Apple still pulls in more than 50% of the total profit that global cellphone sales generate. the 3GS became the less expensive model. Approximately 6. 2007. When Apple introduced the iPhone 4.5 million iPhones were sold. . then Apple CEO Steve Jobs told a packed developers conference that he was proud to announce three revolutionary products – a wide screen iPod with touch controls. France. a total of 73. a revolutionary mobile phone and a breakthrough Internet communications device. at 6:00 pm local time.1 million original iPhone units over five quarters. The original iPhone was made available in the UK. “Are you getting it? These are not three separate devices! This is one device! And we are calling it iPhone!”.4 million iPhones are active in the U.S. Recorded sales have been growing steadily thereafter. This was probably the most iconic announcement of the mobile phone industry as we know it today. As the crowd applauded. Apple retained the 8 GB iPhone 3G at a lower price point. The iPhone went on sale in the United States on June 29. Jobs kept repeating the the three products over and over again until it became clear. Apple released the iPhone 3G in twenty-two countries. In an attempt to gain a wider market. said Jobs. By 2010/2011. the iPhone has a market share of barely 4% of all cellphones. On July 11.

Chapter 4 India and Steve Jobs .

In India however. but there continues to be massive interest in Apple products and the launch of the new iPhone later today is generating a lot of buzz in India’s social media circles.000 with a subscriber lock. the iPhone is struggling to gain ground having been held back by a mixture of high prices. A touch screen phone in India can be bought for around 6000 INR while the lowest priced iPhone is 20. Here is a Timeline of the history of Apple iPhone . a lack of appropriate infrastructure and stiff competition from other touch control phones at lower price points. There have been allegations that Apple is not really serious about the Indian market.FP Staff .

” So let’s be blunt about this one: Steve Jobs was never into gaming. 10 bn songs have been purchased and downloaded on iTunes. Steve Jobs never loved gaming While it is ironical that Steve Jobs’ first job was at a gaming company — and none other than Atari — it is no secret that he didn’t particularly enjoy gaming.India wasn’t the apple of Steve Jobs’ eyes upon Steve Jobs. So. but not a single one from an Indian iTunes account. until he needs me to do something else there. semi-biographical tributes and lavish praise being heaped . but for most of the decade past. that translated into products that alienated gamers. He’s not a gamer. I would like to give you a myopic PC enthusiast’s take on why the vast majority of Indians have never experienced the full power of Mr Jobs’ vision and products. And for nearly a decade. under-configured. the MacBook Air. inflexible and with fewer (read pirated) options. but to not extend a viable alternative is even worse. Apple products have been prohibitively expensive for most Indians. To date. maker of the ‘Doom and Quake’ series: “The truth is Steve Jobs doesn’t care about games. Ours is a very price-sensitive society where practicality and economy win over heart-dominated buying decisions. We are deemed as not good enough to buy a song worth 99 cents (Rs 45) . Indians cannot access the full iTunes store. Premium and overpriced — most of us just can’t afford them! There is no arguing that Apple products have never appealed to us beyond their design and aesthetics. But as the dust of applause settles. and more specifically at how the Indian market was treated by one of world’s most valuable companies. This is going to be one of those things that I say something in an interview and it gets fed back to him and I’m on his s***head list for a while on that. That’s not all. on the other hand. Sure piracy is rampant in India. Here’s one that covers nearly everything he’s ever done. Here’s a quote from John Carmack himself. So while a large part of the world is happily buying music and creating their custom playlists. But I think that that’s my general opinion. And till date. a Mac will always remain an oddity. we are stuck By now you’ve seen the adulation. A number of Indian consumers continue to believe that Apple products are overpriced. Hence. costs nearly twice as much! This policy of high-end pricing has only just started to wane. iTunes continues to be hobbled for India It has been 10 years since iPod and iTunes launched. A MacBook Pro is priced 30-40% higher than a similarly configured notebook. it’s worth looking at the hard facts about how Apple was run by Steve Jobs. and stay perpetually at the bottom of anyone’s shopping list.

Indians don’t like paying very much for software too. but has also charged us full price for end-of-life products. Jobs hates it Piracy is as rampant as corruption in India. Apple’s products fly in the face of regular Indians. Steve Jobs systematically and successfully engineered an ecosystem where we have to pay for content and software. or better still — downloading! Piracy: we love it. the older ones were sold for their full retail price while the newer versions were sold abroad also for the same price. over the last decade while Steve Jobs was busy transforming the world of technology with his idiosyncratic and inflexible attitude. The iPhone 3GS and iPad are classic examples of this policy. he never really made any difference to the regular Indian geek. Buying CDs and ripping them. then it instantly loses its marketability. So there you have it. We’re a dumping ground This one gets every self-respecting Indian’s goat. Not only has Apple used India as a “dumping ground”. In India. . Forget that the products made it to our shelves a year after launch. not just because they are unwieldy. With this backdrop. and that’s an understatement. This is the number one reason why iTunes and the App store are so hated among Indian enthusiasts. And that’s probably the only reason why Android flourishes in India.with what we had back in the 90s.Hatim Kantawalla . but because they force you to buy and sync. if you can’t use a device without pirated content.

we’re hearing that three models will be available. Samsung 21% and RIM’s 15%. The Porsche of gadgets now is willing to ship a few Volkswagens. Research by Forrester found that only 8% of mobile users in urban India access the mobile web on a regular basis. That might explain why the iPhone is a runaway success in China but at the back of the pack in India. After running away with the high-end of the market. while Nokia has 46%. Compare that with 22% in the US or a staggering 43% in urban China or 47% in Japan. Apple will do this not by selling cut price gadgets but by selling last season’s fashion at lower prices. As it has in the past. Apple cannot compete with all of those Android devices. he was highlighting it not as a failure but as an opportunity. they also have handsets that . Not only do Blackberry and Nokia have cheaper devices. showing how the company might be finally taking India seriously. To get serious about India. Apple’s iCloud will be nothing but such stuff as dreams are made on. Nokia and RIM’s Blackberry are much more successful than the iPhone. So much of the iPhone experience is tied to onthe-go internet access. It makes a lot of sense as Apple comes under increased pressure from an army of Android phones. It’s an opportunity he sees in markets like India where Samsung. As of the end of June. Apple will have to bring its retail magic to the country rather than relying on resellers. but to mix my luxury metaphors. Ticking off numbers reflects Cook’s previous role as chief operating office. Apple is just demonstrating that it realises that not everyone in the world is a Silicon Valley millionaire or a fast-rising Asian entrepreneur. This time though. now Apple sees the opportunity in the next billion. The thinking is that the iPhone 3G S will be available free from some carriers. all those Blackberry handsets and Nokia’s wide range of smart phones and high-end feature phones with a single pricey iPhone. Apple has a meagre 2.6% of the Indian smartphone market. The company is not going to go after Nokia’s stronghold on the feature phone market – feature phone being the industry term for non-smart phone handsets that mostly have only text and calling features. Apple now plans to keep older models around and sell them at lower prices. Some of Apple’s success in in India is out of its hands. When he flashed the pie chart that showed that Apple has only 5 percent of the global mobile phone market. It’s not a radical departure for Apple. Until 3G becomes faster and more widespread in India. Apple could help its iPhone fortunes in other ways than simply cutting the price. The iPhone 4S. according to IDC. This explains the numbers heavy announcement that marked Tim Cook’s debut as Steve Job’s successor. the iPhone 4 and some remaining iPhone 3G S models. Apple hasn’t cultivated its cult of chic in India as it has in other countries. but he was also making the case that Apple still had a lot of room to grow.Apple’s iPhone: Priced for the the next billion and India The launch of the iPhone 4S marks an important shift in Apple’s strategy.

but that the with the success of the iPhone they are now going to focus on building its market by selling iPhones at prices for the rest of us. Apple knows that it can make a lot more money selling lots of phones. With his comment about 5 percent phone market share.Kevin Anderson . different phones. price remains the main stumbling point in India. Cook was not only making a case to Wall Street that Apple’s growth story has legs. than sticking simply trying to fight for the ultra high-end of the market. always accessible data. In a Forbes article. research group Trefis said that it believes that despite these issues. .aren’t as dependent on always on.

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