The Real Hero STEVE JOBS | Apple Inc. | Steve Jobs

Steve Jobs

1955-2011

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:

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

Because he did. but intuitive and fun. and talented enough to do it. and all those who loved him. And by turning his talents to storytelling.FP Staff . Michelle and I send our thoughts and prayers to Steve’s wife Laurene. His focus on the user experience above all else has always been an inspiration to me. By making computers personal and putting the internet in our pockets. very sad to hear the news about Steve. The world has lost a visionary. 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. redefined entire industries. My thoughts and Google’s are with his family and the whole Apple family. He always seemed to be able to say in very few words what you actually should have been thinking before you thought it. memories and condolences. Thanks for showing that what you build can change the world. I will miss you. he has brought joy to millions of children and grownups alike.” Google co-founder Larry Page: I am very. On behalf of all of us at Google and more broadly in technology. He was a great man with incredible achievements and amazing brilliance. it’s been an insanely great honor. he exemplified the spirit of American ingenuity. Steve was fond of saying that he lived every day like it was his last. thank you for being a mentor and a friend. If you’d like to share your thoughts. Facebook’s Mark Zuckerberg: “Steve. I will miss Steve immensely. By building one of the planet’s most successful companies from his garage. Apple encourages you to write in at rememberingsteve@apple. 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.which will be felt for many generations to come. you will be missed very much. your passion for excellence is felt by anyone who has ever touched an Apple product. his family. Google’s Sergey Brin: Steve. he transformed our lives.com . For those of us lucky enough to get to work with him. and achieved one of the rarest feats in human history: he changed the way each of us sees the world. 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. he made the information revolution not only accessible. Steve was among the greatest of American innovators – brave enough to think differently.

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

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

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

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

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

Kevin Anderson .— has come far earlier than most people expected. 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. Watch Youtube video of Steve Jobs announcing the crazy ones Apple campaign .

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

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

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

Chapter 2 Steve Jobs Steps down as CEO .

Apple’s current position is impressive. Since the launch of the iPhone in 2007. “One of the true tests of a great CEO is whether you can build a company that can thrive after you’re gone. “Hey. at least at the moment. MetaFilter.” Apple already has plans in place for existing and new products for years to come. “For a company as large as Apple. and the third generation of the market leading iPad is expected by next year. and Apple co-founder Steve Wozniak told Bloomberg. Instead. Investors pointed out that Apple’s stock was already trading at relatively low price-earnings ratio compared to its peers. Apple is in the best position in its history. It’ll go up!” What does Apple lose? No one is worried about Apple in the short term. and Apple is now the world’s most valuable technology company. and his . corporate culture doesn’t change overnight. 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. investors are obviously concerned about its future. Jobs will remain chairman of the board.com founder Matt Haughey said. looks like tomorrow is national Buy Apple Stock At Discount Day. especially considering that when Steve Jobs rejoined the company in 1997. it was a shadow of its former self and a takeover target.” The iPhone 5 is expected to be released soon. The quality of the people doesn’t change. Apple’s success has attracted a lot of talent. I’d get shares pre-iPhone 5 release. If I had spare cash.” said the New Yorker’s James Surowiecki.The irreplaceable charisma and vision of Steve Jobs As Steve Jobs steps down as CEO. It is worth more than Intel and Microsoft combined. but with the company’s stock dropping so quickly after the announcement that trading was halted. seems well-positioned to do that.” technology journalist Peter Lewis said. and Apple. the products they have in the works now are designed through 2013 and the current roadmap extends well through 2015. What a difference a decade has made. Apple has gone from zero to the number one maker of smartphones in four years. The company has created a new computer market with its iPad. and it challenges Exxon Mobil for the title of the world’s most valuable company. “It would be hard to conceive of a better time to say “Mission Accomplished” and hand the keys to the next generation.

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

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

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

the brand and man behind it. or companies to an apple logo. comes from the desire to find success in the individual. but we each want to be special. The New York Times showed off many of the 313 Apple patents that list Steven P Jobs amongst the creators. We want to work for a company where the boss makes excited announcements in tshirt and jeans. as Anna.Tristan Stewart-Robertson . Aspiration. The celebration of Jobs. people buy into the style. and Apple expertly tapped into them. We want the glass stair cases that are replicated in Apple’s signature stores around the globe. or Jack. 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. because we too are solitary beings. And most of all we want the products that look cool and represent status. Whether we reduce movements to an individual. by both investors and the wider public. we will always try to identify with the solitary. And part of it is to personalise the technology we use. There are billions of us. Part of this is our own jealousy or aspiration to achieve through an invention that will change the world and make us millions. But of course it takes teams of designers and experts and even marketers to make Apple the powerhouse it is today.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. or Steve. and many profess more devotion to the product and company than you would see on other corporate products. Even with millions of iPhones and growing numbers of iPads. envy and the desire to connect people has made Apple a global powerhouse of technology because they are very human qualities. .

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

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

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

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

Chapter 3 Apple Inc. .

a tablet computer that some analysts think could pose the first real challenge to the iPad. Over the short term.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. 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. Apple’s profits for the quarter ended June more than doubled to $7. updated models of the iPhone and iPad. it seems. Even as the rest of the world was dragged down by slowdown gloom. it remains to be seen how effectively Cook uses that to innovate and introduce new products. Now that Jobs’ vision will no longer drive the company. But competition is rising.” she said. investors are staying put with Apple’s shares. transformed Apple into the world’s most valuable technology company by creating path-breaking. as well as potential new products like a television. which recently debuted the Kindle Fire. young fans are ready to do outrageous things just to lay their hands on an Apple product. For the doomsayers. as one consumer speaking to BBC TV put it. cool devices that made millions of consumers salivate over digital technology in a way they had never done before. One of the biggest threats to Apple’s dominance is Google. However. “He made technology personable. On average. helped by record purchases of iPads and iPhones. will keep the company growing.3 billion. which are recommended by 49 analysts. To stay on top. Apple is looking aggressively at overseas markets such as China. Another rival is Amazon.6 billion. Sales soared 82 percent $28. he WAS Apple. according to Bloomberg data. with no sell ratings. . it will be a challenge. who died after a long battle with cancer at the age of 56 on Wednesday.40. whose Android has been rapidly gaining ground among smartphone and tablet users. Steve Jobs was not just the face of Apple Inc. As recently as Tuesday. Apple will need to continue developing the next generation of “must-have” gadgets while battling growing competition in the markets it has pioneered. where. services and applications. In a bid to expand its markets. the downbeat reception was a sign of more disappointments ahead. Cook led the debut of the iPhone 4GS. analysts predict the shares will rise another 32 percent to $499. for now. With his design and marketing brilliance. which disappointed reviewers and shoppers. will Apple be able to retain its tag of the technology’s world top purveyor of cool? No doubt.

.FP Editors . 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. While Apple’s reputation and profits seem intact in the short term.With booming sales and profits. it will take time to judge whether the company. without Jobs. How Apple manages to hold on to that top spot without Jobs will be interesting to watch. will continue to have that ability to ‘change the rules’ in whatever industry it enters as before. Apple’s market value has zoomed past rival technology companies.

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

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

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

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

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

In this time. One is that I am writing this on the day that Steve Jobs died. At the other end of the spectrum is a brand like Honda Accord. Let me explain. The Accord has been through several changes and the current model is the 8th generation product. Consumers have learnt to tune out from all these name changes even when the communication for the brand called it a “revolutionary” change. the largest selling car in its class in the world. I disagree. the blog reproduces the chart at the bottom of this post. For 15 years it has been the highest selling Japanese car in the US and for two years (1991 and 2001). Yet the name has stayed the same — Honda Accord. 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. Marketers are used to changing brand names without much provocation.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. From ‘High Power Surf’ to ‘Extra Action Surf’ to ‘God knows what Surf’. In packaged goods. and argues that since the market climbed a little later and on the next day. Currently it is sold in sedan and crosstour versions. In all markets across the world. For. brands get restaged from time to time. of all days. it shows that the market realised that it was a great product and the name didn’t matter. The Accord was launched in 1976 and was a hatchback. And I refuse to accept criticism about Apple on this. it has evolved from a hatchback to a mid-size car to a full-size car. As evidence. but a brand is timeless? . Freakonomics concludes that this was a case of bad marketing on the part of Apple. Well. But the second reason is that I think it would demean the brand to do so. 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.

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

just not India In 2007. alone. but Apple still pulls in more than 50% of the total profit that global cellphone sales generate. The passionate reaction to the launch of the iPhone resulted in sections of the media christening it the ‘Jesus phone‘.S.1 million original iPhone units over five quarters. a revolutionary mobile phone and a breakthrough Internet communications device. the 3GS became the less expensive model. said Jobs. and Ireland and Austria in the spring of 2008. Approximately 6. at 6:00 pm local time.5 million iPhones were sold. As the crowd applauded. the iPhone has a market share of barely 4% of all cellphones. France. Recorded sales have been growing steadily thereafter. 2008. a total of 73. By 2010/2011.4 million iPhones are active in the U. 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.iPhone: Game-changing the world. Apple released the iPhone 3G in twenty-two countries. The original iPhone was made available in the UK. In an attempt to gain a wider market. Apple sold 6. This was probably the most iconic announcement of the mobile phone industry as we know it today. . When Apple introduced the iPhone 4. Apple retained the 8 GB iPhone 3G at a lower price point. Jobs kept repeating the the three products over and over again until it became clear. The iPhone went on sale in the United States on June 29. and hun- dreds of customers lined up outside the stores nationwide. “Are you getting it? These are not three separate devices! This is one device! And we are calling it iPhone!”. and Germany in November 2007. and by the end of fiscal year 2010. 2007. On July 11.

Chapter 4 India and Steve Jobs .

a lack of appropriate infrastructure and stiff competition from other touch control phones at lower price points. A touch screen phone in India can be bought for around 6000 INR while the lowest priced iPhone is 20.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. There have been allegations that Apple is not really serious about the Indian market.000 with a subscriber lock. Here is a Timeline of the history of Apple iPhone .FP Staff . the iPhone is struggling to gain ground having been held back by a mixture of high prices.

” So let’s be blunt about this one: Steve Jobs was never into gaming. but not a single one from an Indian iTunes account. maker of the ‘Doom and Quake’ series: “The truth is Steve Jobs doesn’t care about games. semi-biographical tributes and lavish praise being heaped . on the other hand. Indians cannot access the full iTunes store. it’s worth looking at the hard facts about how Apple was run by Steve Jobs. but for most of the decade past. Apple products have been prohibitively expensive for most Indians. and more specifically at how the Indian market was treated by one of world’s most valuable companies. 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. So while a large part of the world is happily buying music and creating their custom playlists. That’s not all. To date. Ours is a very price-sensitive society where practicality and economy win over heart-dominated buying decisions. a Mac will always remain an oddity.India wasn’t the apple of Steve Jobs’ eyes upon Steve Jobs. But I think that that’s my general opinion. But as the dust of applause settles. Here’s a quote from John Carmack himself. Sure piracy is rampant in India. So. until he needs me to do something else there. Here’s one that covers nearly everything he’s ever done. that translated into products that alienated gamers. And till date. 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. 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. we are stuck By now you’ve seen the adulation. 10 bn songs have been purchased and downloaded on iTunes. and stay perpetually at the bottom of anyone’s shopping list. under-configured. 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. A number of Indian consumers continue to believe that Apple products are overpriced. A MacBook Pro is priced 30-40% higher than a similarly configured notebook. He’s not a gamer. but to not extend a viable alternative is even worse. iTunes continues to be hobbled for India It has been 10 years since iPod and iTunes launched. costs nearly twice as much! This policy of high-end pricing has only just started to wane. And for nearly a decade. the MacBook Air. Hence. inflexible and with fewer (read pirated) options. We are deemed as not good enough to buy a song worth 99 cents (Rs 45) .

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

As it has in the past. Nokia and RIM’s Blackberry are much more successful than the iPhone. Apple could help its iPhone fortunes in other ways than simply cutting the price. When he flashed the pie chart that showed that Apple has only 5 percent of the global mobile phone market. Research by Forrester found that only 8% of mobile users in urban India access the mobile web on a regular basis.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. As of the end of June. 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. Apple is just demonstrating that it realises that not everyone in the world is a Silicon Valley millionaire or a fast-rising Asian entrepreneur. all those Blackberry handsets and Nokia’s wide range of smart phones and high-end feature phones with a single pricey iPhone. Some of Apple’s success in in India is out of its hands. but to mix my luxury metaphors. Apple’s iCloud will be nothing but such stuff as dreams are made on. showing how the company might be finally taking India seriously. Not only do Blackberry and Nokia have cheaper devices. The iPhone 4S. It makes a lot of sense as Apple comes under increased pressure from an army of Android phones. 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. It’s not a radical departure for Apple. After running away with the high-end of the market. he was highlighting it not as a failure but as an opportunity. This explains the numbers heavy announcement that marked Tim Cook’s debut as Steve Job’s successor.6% of the Indian smartphone market. Apple will do this not by selling cut price gadgets but by selling last season’s fashion at lower prices. It’s an opportunity he sees in markets like India where Samsung. The thinking is that the iPhone 3G S will be available free from some carriers. they also have handsets that . To get serious about India. Apple now plans to keep older models around and sell them at lower prices. Ticking off numbers reflects Cook’s previous role as chief operating office. So much of the iPhone experience is tied to onthe-go internet access. Apple will have to bring its retail magic to the country rather than relying on resellers. That might explain why the iPhone is a runaway success in China but at the back of the pack in India. Compare that with 22% in the US or a staggering 43% in urban China or 47% in Japan. we’re hearing that three models will be available. Until 3G becomes faster and more widespread in India. now Apple sees the opportunity in the next billion. but he was also making the case that Apple still had a lot of room to grow. Apple cannot compete with all of those Android devices. Apple has a meagre 2. Samsung 21% and RIM’s 15%. This time though. while Nokia has 46%. according to IDC. The Porsche of gadgets now is willing to ship a few Volkswagens.

Apple knows that it can make a lot more money selling lots of phones.Kevin Anderson . research group Trefis said that it believes that despite these issues. 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.aren’t as dependent on always on. always accessible data. 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. In a Forbes article. . With his comment about 5 percent phone market share. price remains the main stumbling point in India. different phones.

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