Steve Jobs ln lis Own vords

EOI TEO BY GEDRGE BEAHN
"Person of the deoade." Val l Street uournal
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í\l|| I| |ITí|Tí\
Iatro4act|oa: 8tece 1oks aa4 the ºW|s|oa ¡h|ag"  15
0aotat|oas
Anxiety befoie iPad Debut ....................................... "S
Apple's Coie: Employees ........................................... PO
Apple's DNA................................................................. PO
Apple's Existence ........................................................ P"
Attention Cetting ....................................................... P"
Being the Best .............................................................. P"
Beyond Reciuiting ...................................................... PP
Bianding ....................................................................... PB
Bioad-Based Education ............................................. P4
Bioad Life Expeiiences, Impoitance of ................. P4
Company Focus ........................................................... PL
Competition ................................................................. PL
Computeis .................................................................... PG
Computeis foi Eveiyman .......................................... PG
Computeis as Tools .................................................... PG
Confusing Pioduct Lines .......................................... P7
Consumeiism .............................................................. P7
Consumei Pioduct Design ....................................... PB
Contiibution ................................................................ PB
Conveigence ................................................................. PS
Cieating New Tools .................................................... PS
Cieativity and Technology........................................ BO
Ciedo ............................................................................. B"
Customei Complaints ............................................... BP
Customei Loyalty ....................................................... BB
David veisus Coliath .................................................. BB
Deadlines ...................................................................... B4
Death ............................................................................. BL
Decision Making ......................................................... BG
Demise .......................................................................... BG
Dent in the Univeise .................................................. B7
Design ............................................................................ B7
............................................ BS
Disney's Animated Movie Sequels .......................... BS
E-Book Readeis ........................................................... BS
Employee Motivation ................................................. 4O
Employee Potential ..................................................... 4O
Excellence ..................................................................... 4O
Excitement .................................................................... 4"
Fiiing Employees ......................................................... 4"
Flash Ciash ................................................................... 4P
Focus .............................................................................. 4B
Focusing on Pioduct .................................................. 4B
Foicing the Issue ......................................................... 44
....................................................... 4L
Cetting It Right ........................................................... 4L
Coals .............................................................................. 4G
Ciace Undei Piessuie ................................................ 4G
Cieat Ideas.................................................................... 47
Cieat Pioduct Design ................................................ 47
Cieat Pioducts ............................................................. 4B
Haid Woik .................................................................... 4S
Health Speculation ..................................................... 4S
..................................... LO
IBM ................................................................................ L"
iCEO .............................................................................. L"
Impact, in an Addiess to Employees ...................... LP
Innovation .................................................................... LP
Insight ........................................................................... L4
Inspiiation .................................................................... LL
Integiation .................................................................... LL
Inteidisciplinaiy Talents ........................................... LG
................................. L7
iPad and Inevitable Change ...................................... LB
iPad Inspiies iPhone ................................................... LB
iPhone ............................................................................ LS
iPod Nano ..................................................................... LS
iPod Touch ................................................................... LS
iTunes ............................................................................ GO
Jobs's Curriculun Vitae (Resume) .......................... G"
Jobs's Legacy at Apple ................................................ G"
.............................................. GP
Letting Co of the Past ................................................ GP
Life's Complications ................................................... GP
Losing Maiket Shaie .................................................. GB
Losing Money .............................................................. GB
Lost Oppoitunities ..................................................... G4
Mac Cube ...................................................................... G4
Mac's Intioduction ..................................................... GL
Mac Legacy ................................................................... GL
Making Bold Announcements ................................. GG
Maiketing ..................................................................... GG
Miciosoft's Lack of Innovation ................................ G7
Miciosoft's Micioview ............................................... GB
Misplaced Values ........................................................ GB
Mistakes ........................................................................ GS
Money ............................................................................ GS
Motivating Employees ............................................... 7O
Motivation .................................................................... 7"
Need foi Teamwoik .................................................... 7P
Netbooks ....................................................................... 7B
New Pioducts .............................................................. 7B
No Resting on Lauiels ................................................ 74
Owning the Usei Expeiience ................................... 74
Packaging ...................................................................... 74
PARC's Ciaphical Inteiface ...................................... 74
PARC's Innovations .................................................... 7L
..................................................... 7L
Paitneiship ................................................................... 7L
Passion ........................................................................... 7G
............................... 77
PC as the Digital Hub ................................................ 7S
Peiception ..................................................................... 7S
Peiseveiance ................................................................ BO
Pixai ...............................................................................BO
Pixai's People ............................................................... B"
Poin Apps on Andioid ............................................... BP
Piide in Pioduct .......................................................... BP
Piioiities Assessment ................................................. BB
Piocess........................................................................... BB
Pioducts ........................................................................ B4
Pioduct Cieation ......................................................... B4
Pioduct Design ............................................................ B4
Pioduct Imagination .................................................. BL
Pioduct Innovation .................................................... BL
Pioduct Integiation .................................................... BG
Pioduct Seciecy .......................................................... BB
Pioducts' Appeal ......................................................... BB
.................................. BB
Quality .......................................................................... BS
Real Estate Location ................................................... BS
Reliability ...................................................................... SO
Repeating Success ....................................................... SO
Risking Failuie ............................................................ S"
Shaied Vision ............................................................... SP
Simplicity ...................................................................... SP
Slogan: Fiist Ceneiation iPod .................................. S4
Softwaie ........................................................................ S4
Soul of the New Machine .......................................... SG
Stagnation, the Dangei of ......................................... SG
Stickiness ...................................................................... SG
Stock Options .............................................................. S7
Stoiy, Impoitance of .................................................. S7
Stiategy ......................................................................... SB
Success .......................................................................... SB
Suckei-Punched, Being .............................................. SB
Suivival ......................................................................... SS
Takeoveis, Hostile ...................................................... SS
Taking Stock of Apple ................................................ SS
Teamwoik ..................................................................."OO
Technology in Peispective ......................................"OO
............................ "O"
............................."OP
To Be oi Not to Be ...................................................."OB
.................................................................."OB
Tiash Talking............................................................."O4
Ubiquity of Mac ........................................................"O4
Usei Expeiience ........................................................"OL
Values .........................................................................."OL
Vision ..........................................................................."OG
Wisdom ......................................................................."OG
Woiking Haid and Ciowing Oldei ......................."O7
Zen ..............................................................................."O7
M||estoaes ..........................................................109
8tece 1oks's 8es|gaat|oa Letter as 0L0 o| kpp|e .127
0|tat|oas ..............................................................129
kkoat the L4|tor ..................................................160
Apple has a core set of talents, and those
talents are· We do, I think, very good hardware
design· we do very good industrial design·
and we write very good systen and application
software. And we´re really good at packaging
that all together into a product. We´re the
only people left in the conputer industry that
do that.



"L
|TílIlT|í|IT
8tece 1oks aa4 the ºW|s|oa ¡h|ag"
I´n always keeping ny eyes open for the next
big opportunity, but the way the world is
now, it will take enornous resources, both
in noney and in engineering talent, to nake
it happen. I don´t know what that next big
thing night be, but I have a few ideas.

,
-
light of his advocates and the dismay of his de-
tiactois, in eveiy possible venue: piess ieleases,
statements on Apple's Websites, public appeai-
ances to intioduce new Apple pioducts, and intei-
views to the piint and electionic media.
But no mattei what one thinks of Jobs, who
twice cites ºthe vision thing" on his iesume, one
indisputable fact stands out: He gave us some of
"G
the most memoiable quotes about the natuie of
business in oui time.
Steve Jobs occupied a unique and enviable posi-
tion in the business community. He was selected
as ºCEO of the Decade" by Fortune magazine, the
ºwoild's best-peifoiming CEO" by the Harvard
Business Review, and ºPeison of the Decade" by the
Wall Street Iournal, among numeious othei hon-
ois.
-
thoiized biogiaphy of Steve Jobs, wiitten by Waltei
Isaacson, cuiiously had been moved up fiom Maich
to why. Big publisheis simply don't move up pub
dates foui months on a whim. Cleaily, a shoe had
been diopped.
diopped: Steve Jobs announced he was stepping
down as CEO, and asked the Apple boaid to ºex-
ecute oui succession plan," which put Timothy
Cook at the helm.
biilliance, passion and eneigy weie the souice of
countless innovations that eniich and impiove all
-
cause of Steve."
"S
ITIí\í|IT\
Anxiety before iPad Debut
Even though we've been using these inteinally
foi some time and woiking on it foi a few yeais,
you still have butteißies in youi stomach the
week befoie.the night befoie intioduction.the
launch.. You nevei know until you get it into
youi customeis' hands and they tell you what they
chaits. We think this is a piofound game-changei.
We think when people look back some numbei of
yeais fiom now, they'll see this as a majoi event
in peisonal computation devices. What's been
ieally gieat foi me is how quickly people have got
it. You know, I've gotten a few thousand emails
fiom people I've nevei talked to befoie just telling
me how much they think this pioduct is going to
change theii life and what they do. People aie get-
ting it veiy quickly.
PO
Apple's Core: Employees
keeps us going to woik in the moining, to hang
aiound these gieat biight people. I've always
thought that ieciuiting is the heait and soul of
what we do.
Apple's DNA
Most of us can't wait to get to woik in the moin-
ing. But it's not like Apple has somehow moi-
phed into a mass-maiket consumei electionics
company. Oui DNA hasn't changed. It's that
mass-maiket consumei electionics is tuining into
Apple.
-C^^Money´Foitune
P"
Apple's Existence
Tine
the newspapeis in the U.S. wouldn't publish to-
have computeis. Moie than half the Websites cie-
ated on Macs wouldn't exist. So theie's something
woith saving heie. See?
-Time,
Attention Getting
And one moie thing.
-Characteristically used toward
the end of Apple events
Being the Best
we'ie going to be the best.
PP
Beyond Recruiting
It's not just ieciuiting. Aftei ieciuiting, it's build-
ing an enviionment that makes people feel they
aie suiiounded by equally talented people and
the woik will have tiemendous inßuence and is
pait of a stiong, cleai vision-all those things.
Reciuiting usually iequiies moie than you alone
can do, so I've found that collaboiative ieciuiting
and having a cultuie that ieciuits the ºA" playeis
is the best way. Any inteiviewee will speak with
at least a dozen people in seveial aieas of this
company, not just those in the aiea that he would
bioad exposuie to the company, and-by having
a company cultuie that suppoits them if they feel
stiongly enough-the cuiient employees can veto
a candidate.
-In the Company of Ciants
PB
Branding
We don't stand a chance of adveitising with
of communicating is with a feeling.
-
What aie the gieat biands? Levi's, Coke, Disney,
Nike. Most people would put Apple in that cate-
goiy. You could spend billions of dollais building
a biand not as good as Apple. Yet Apple hasn't
been doing anything with this inciedible asset.
What is Apple, aftei all? Apple is about people
who think ºoutside the box," people who want to
use computeis to help them change the woild, to
and not just to get a job done.
-Time,
P4
Broad-Based Education
calligiaphy instiuction in the countiy.. I decided
to take a calligiaphy class to leain how to do
this.. It was beautiful, histoiical, aitistically sub-
tle in a way that science can't captuie, and I found
it fascinating. None of this had even a hope of any
piactical application in my life. But ten yeais latei,
putei, it all came back to me.
-Connencenent address, Stanford University,
Broad Life Experiences, Importance of
A lot of people in oui industiy haven't had veiy di-
veise expeiiences. So they don't have enough dots
to connect, and they end up with veiy lineai solu-
tions without a bioad peispective on the pioblem.
expeiience, the bettei design we will have.
-Wiied,
PL
Company Focus
We do no maiket ieseaich. We don't hiie consul-
tants.. We just want to make gieat pioducts.
-C^^Money´Foitune
Competition
After Apple nanagenent conplained about the
six Apple enployees SI was taking with hin to
start ^eXT· I wasn't awaie that Apple owned me,
you know. I don't think they do. I think that I own
me. And foi me not to be able to piactice my ciaft
evei again in my life seems odd. We'ie not going
to take any technology, any piopiietaiy ideas out
of Apple. We'ie willing to put that in wiiting. It's
says Apple can't compete with us if they think
what we'ie doing is such a gieat idea. It's haid
people couldn't compete with six people in blue
jeans.
-Newsweek
PG
Computers
computei that's twice as good as anyone else's
anymoie. Too many people know how to do it.
You'ie lucky if you do one that's one-and-a-thiid
times bettei oi one-and-a-half times bettei. And
then it's only six months befoie eveiybody else
catches up.
-Rolling Stone
Computers for Everyman
need anothei Dell oi Compaq.
-Time,
Computers as Tools
What a computei is to me is the most iemaik-
able tool that we have evei come up with. It's the
equivalent of a bicycle foi oui minds.
-Memoiy & Imagination,
P7
Confusing Product Lines
What I found when I got heie was a zillion and
one pioducts. It was amazing. And I staited to
out.
Consumerism
them iidiculous.
- Independent,
We spent some time in oui family talking about
up talking a lot about design, but also about the
values of oui family. Did we caie most about get-
ting oui wash done in an houi veisus an houi
and a half? Oi did we caie most about oui clothes
feeling ieally soft and lasting longei? Did we caie
about using a quaitei of the watei? We spent two
weeks talking about this eveiy night at the dinnei
table. We'd get aiound to that old washei-diyei
discussion. And the talk was about design.
-Wiied,
PB
Consumer Product Design
Re· the iPod-Look at the design of a lot of con-
sumei pioducts-they'ie ieally complicated sui-
faces. We tiied to make something much moie
up with aie veiy complex, and most people stop
theie. But if you keep going, and live with the
can oftentimes aiiive at some veiy elegant and
simple solutions. Most people just don't put in the
time oi eneigy to get theie. We believe that cus-
tomeis aie smait and want objects which aie well
thought thiough.
-Newsweek,
Contribution
the woild than Kail Maix and [Hindu guiu] Neem
Kaioli Baba put togethei.
-
PS
Convergence
last two decades is exactly wheie computei tech-
nology and the consumei electionics maikets aie
conveiging. So it's not like we'ie having to cioss
the iivei to go somewheie else, the othei side of
the iivei is coming to us.
-C^^Money´Foitune
Creating New Tools
We make tools foi people. Tools to cieate, tools to
suipiise you..
cause we make these tools, and we'ie constantly
suipiised with what people do with them.
BO
Creativity and Technology
One of the things I leained at Pixai is the tech-
nology industiies and the content industiies do
not undeistand each othei. In Silicon Valley and
at most technology companies, I sweai that most
people think the cieative piocess is a bunch of
ing beei and thinking of jokes. No, they ieally do.
how movies aie made. People in Hollywood and
in the content industiies, they think technology
is something you just wiite a check foi and buy.
night.
B"
Credo
It's Not Done Until It Ships.
stand, and veiy accountable. Eveiything just got
and simplicity.
-Bloombeig Businessweek
BP
Customer Complaints
I have ieceived hundieds of emails fiom iPhone
customeis who aie upset about Apple diopping
went on sale. Aftei ieading eveiy one of these
emails, I have some obseivations and conclu-
sions..
and theie is always someone who bought a piod-
new piice oi the new opeiating system oi the new
always wait foi the next piice cut oi to buy the
new impioved model, you'll nevei buy any tech-
nology pioduct because theie is always something
bettei and less expensive on the hoiizon.. [E]ven
though we aie making the iight decision to lowei
the piice of iPhone, and even though the tech-
nology ioad is bumpy, we need to do a bettei job
of taking caie of oui eaily iPhone customeis as we
aggiessively go aftei new ones with a lowei piice.
Oui eaily customeis tiusted us, and we must live
up to that tiust with oui actions in moments like
these.
BB
Customer Loyalty
I get asked a lot why Apple's customeis aie so
loyal. It's not because they belong to the Chuich
It's because when you buy oui pioducts, and
thiee months latei you get stuck on something,
you think, ºWow, someone ovei theie at Apple
pioduct in the woild that you have that expeiience
with, but you have it with a Mac. And you have it
with an iPod.
-Bloombeig Businessweek
David versus Goliath
It's cuiious to me that the laigest computei com-
pany in the woild [IBM] couldn't even match the
Apple II, which was designed in a gaiage six yeais
ago.
-InfoWoild
B4
Deadlines
No way, theie's no way we'ie slipping! You guys
Anothei couple of weeks isn't going to make that
with. Just make it as good as you can. You bettei
get back to woik!
Real aitists ship.
BL
Death
invention of life. It puiges the system of these
old models that aie obsolete. I think that's one of
Apple's challenges, ieally. When two young people
walk in with the next thing, aie we going to em-
biace it and say this is fantastic? Aie you going to
be willing to diop oui models, oi aie we going to
explain it away? I think we'll do bettei, because
we'ie completely awaie of it and we make it a pii-
oiity.
-Playboy
Quoting Mark Twain, on the prenature announce-
nent of his death by Bloonberg
death aie gieatly exaggeiated.
BG
Decision Making
At Apple, theie aie ten really impoitant decisions
to make eveiy week. It's a tiansactional company,
it's got a lot of new pioducts eveiy month. And
if some of those decisions aie wiong, maybe you
I'm not diiecting the movies, theie aie just a few
ieally impoitant stiategic decisions to make eveiy
month, maybe even eveiy quaitei, but they'ie
ieally haid to change. Pixai's much slowei-paced,
but you can't change youi mind when you go
down these paths.
-
Demise
Apple has some tiemendous assets, but I believe
without some attention, the company could,
could, could-I'm seaiching foi the iight woid-
could, could die.
-Time,
B7
Dent In the Universe
Being the iichest man in the cemeteiy doesn't
mattei to me.. Coing to bed at night saying we've
done something wondeiful-that's what matteis
to me.
-C^^Money´Foitune
Design
In most people's vocabulaiies, design means ve-
neei. It's inteiioi decoiating. It's the fabiic of the
cuitains and the sofa. But to me, nothing could
be fuithei fiom the meaning of design. Design is
the fundamental soul of a man-made cieation that
ends up expiessing itself in successive outei layeis
of the pioduct oi seivice.
-C^^Money´Foitune
BB
Design is a funny woid. Some people think de-
sign means how it looks. But of couise, if you
the Mac wasn't what it looked like, although that
was pait of it. Piimaiily, it was how it woiked.
To design something ieally well, you have to get
it. You have to ieally giok what it's all about. It
takes a passionate commitment to ieally thoi-
oughly undeistand something, chew it up, not
just quickly swallow it. Most people don't take the
time to do that.
-Wiied
Look at the Meicedes design, the piopoition
of shaip detail to ßowing lines. Ovei the yeais
they've made the design softei but the details
tosh.
-Odyssey: Pepsi to Apple
BS
And the Mac people want to do something in-
-
Disney's Animated Movie Sequels
We feel sick about Disney doing sequels, because
if you look at the quality of theii sequels, like
and [Return to ^ever Land], it's
pietty embaiiassing.
E-Book Readers
I'm suie theie will always be dedicated devices,
and they may have a few advantages in doing just
one thing. But I think the geneial-puipose devices
will win the day. Because I think people just piob-
ably aien't willing to pay foi a dedicated device.
-New Yoik Times
4O
Employee Motivation
someone take a giant iisk on him oi hei. Someone
who ieally wants to get in a little ovei his head
and make a little dent in the univeise.
-Playboy
Employee Potential
My job is not to be easy on people. My job is to
make them bettei.
-C^^Money.con´Foitune
Excellence
People judge you by youi peifoimance, so focus
on the outcome. Be a yaidstick of quality. Some
people aien't used to an enviionment wheie excel-
lence is expected.
-
4"
Excitement
We designed iMac to delivei the things consum-
eis caie about most-the excitement of the Intei-
net and the simplicity of the Mac. iMac is next
-
Firing Employees
It's painful when you have some people who aie
not the best people in the woild and you have to
get iid of them, but I found my job has sometimes
exactly been that-to get iid of some people who
didn't measuie up and I've always tiied to do it in
a humane way. But nonetheless it has to be done
and it is nevei fun.
-Snithsonian Institution Oral and Video Histories,
4P
Flash Crash
Symantec iecently highlighted Flash foi having
one ieason Macs ciash. We have been woiking
peisisted foi seveial yeais now. We don't want to
ieduce the ieliability and secuiity of oui iPhones,
iPods and iPads by adding Flash.. Flash was cie-
ated duiing the PC eia-foi PCs and mice. Flash
is a successful business foi Adobe, and we can
undeistand why they want to push it beyond PCs.
But the mobile eia is about low-powei devices,
touch inteifaces, and open web standaids-all
aieas wheie Flash falls shoit.
4B
Focus
People think focus means saying yes to the thing
you've got to focus on. But that's not what it
means at all. It means saying no to the hundied
othei good ideas that theie aie. You have to pick
caiefully. I'm actually as pioud of the things we
haven't done as the things I have done. Innovation
is saying no
-Apple Worldwide Developers Conference,
Focusing on Product
In response to the question, "What can we learn
fron Apple´s struggle to innovate during the de-
?" You need a veiy
pioduct-oiiented cultuie, even in a technology
company. Lots of companies have tons of gieat
engineeis and smait people. But ultimately, theie
needs to be some giavitational foice that pulls it
all togethei. Otheiwise, you can get gieat pieces of
technology all ßoating aiound the univeise. But it
doesn't add up to much.
-Bloombeig Businessweek
44
Suie, what we do has to make commeicial sense,
but it's nevei the staiting point. We stait with the
pioduct and the usei expeiience.
-Time
Forcing the Issue
What happened was, the designeis came up with
gineeis, and the engineeis go, ºNah, we can't do
and they go, ºWe can't build that!" And it gets a
lot woise.. Suie enough, when we took it to the
engineeis, they said, ºOh." And they came up with
And they said, ºWell, why?" And I said, ºBecause
I'm the CEO and I think it can be done." And so
they kind of begiudgingly did it. But then it was a
big hit."
-Time
4L
If you want to live youi life in a cieative way, as an
aitist, you have to not look back too much. You
have to be willing to take whatevei you've done
and whoevei you weie and thiow them away.
-Playboy
Let's go invent tomoiiow iathei than woiiying
about what happened yesteiday.
Getting It Right
On redesigning the Apple store layout by "solution
zones," after enployees initially protested, "Do you
know what you´re saying? Do you know we have
to start over?" It cost us, I don't know, six, nine
months. But it was the iight decision by a million
miles.
-C^^Money´Foitune
4G
Goals
signed this ciazy new computei with coloi and a
whole bunch of othei things called the Apple II
which you have piobably heaid about. We had a
passion to do this one simple thing which was to
get a bunch of computeis to oui fiiends so they
could have as much fun with them as we weie.
-Retuin to the Little Kingdom
Grace Under Pressure
Many times in an inteiview I will puiposely upset
someone: I'll ciiticize theii piioi woik. I'll do my
ieally tuined out to be a bozo pioduct. Why did
you woik on that?." I want to see what people aie
like undei piessuie. I want to see if they just fold
what they did.
-In the Company of Ciants
47
Great Ideas
Ultimately, it comes down to taste. It comes down
to tiying to expose youiself to the best things that
humans have done and then tiy to biing those
things in to what you'ie doing. Picasso had a say-
ing: good aitists copy, gieat aitists steal. And we
have always been shameless about stealing gieat
ideas, and I think pait of what made the Macin-
tosh gieat was that the people woiking on it weie
musicians and poets and aitists and zoologists
and histoiians who also happened to be the best
computei scientists in the woild.
-Tiiumph of the Neids
Great Product Design
We ended up opting foi these Miele appliances,
ing these washeis and diyeis. I got moie thiill out
of them than I have out of any piece of high tech
in yeais.
-Wiied
4B
Great Products
Actually, making an insanely gieat pioduct has a
lot to do with the piocess of making the pioduct,
how you leain things and adopt new ideas and
thiow out old ideas.
-Playboy
You know, my philosophy is-it's always been veiy
simple. And it has its ßaws, which I'll go into. My
philosophy is that eveiything staits with a gieat
pioduct. So, you know, I obviously believed in
listening to customeis, but customeis can't tell
you about the next bieakthiough that's going
to happen next yeai that's going to change the
whole industiy. So you have to listen veiy caie-
fully. But then you have to go and soit of stow
away-you have to go hide away with people that
ieally undeistand the technology, but also ieally
caie about the customeis, and dieam up this next
bieakthiough. And that's my peispective, that
eveiything staits with a gieat pioduct. And that
has its ßaws. I have ceitainly been accused of not
listening to the customeis enough. And I think
theie is piobably a ceitain amount of that that's
valid.
-Newsweek
4S
Hard Work
I'd nevei been so tiied in my life. I'd come home
at about ten o'clock at night and ßop stiaight into
bed, then haul myself out at six the next moin-
ing and take a showei and go to woik. My wife
deseives all the ciedit foi keeping me at it. She
suppoited me and kept the family togethei with a
husband in absentia.
-C^^Money´Foitune
Health Speculation
As many of you know, I have been losing weight
to me and my doctois. A few weeks ago, I decided
that getting to the ioot cause of this and ieveising
aftei fuithei testing, my doctois think they have
found the cause-a hoimone imbalance that has
been iobbing me of the pioteins my body needs
to be healthy. Sophisticated blood tests have con-
than I wanted to say, and all that I am going to
say, about this.
LO
In oidei to take myself out of the limelight and
focus on my health, and to allow eveiyone at
Apple to focus on deliveiing extiaoidinaiy piod-
ucts, I have decided to take a medical leave of ab-
sence until the end of June.
I have asked Tim Cook to be iesponsible foi
Apple's day to day opeiations, and I know he and
the iest of the executive management team will
do a gieat job. As CEO, I plan to iemain involved
in majoi stiategic decisions while I am out. Oui
boaid of diiectois fully suppoits this plan.
-Apple nedia advisory to all Apple enployees,
L"
IBM
Welcome, IBM. Seiiously.. And congiatulations
computing powei in the hands of the individual
is alieady impioving the way people woik, think,
leain, communicate, and spend theii leisuie
houis. Computei liteiacy is fast becoming as fun-
damental a skill as ieading oi wiiting.
-Apple print ad in the Wall Stieet Jouinal,
-Foitune
iCEO
Some people woiiy about the woid ºinteiim," but
they weien't woiiied about the last CEO, and he
wasn't inteiim.
-
LP
Impact, in an Address to Apple Employees
We have a majoi oppoitunity to inßuence wheie
people aie doing heie is going to send a giant
iipple thiough the univeise. I am ieally impiessed
with the quality of oui iipple. I know I might be a
little haid to get on with, but this is the most fun
I've had in my life. I'm having a blast.
-Retuin to the Little Kingdom
Innovation
A lot of companies have chosen to downsize,
and maybe that was the iight thing foi them. We
kept putting gieat pioducts in fiont of customeis,
they would continue to open theii wallets.
-Success
Innovation distinguishes between a leadei and a
followei.
-
LB
On Microsoft
something that was a sitting duck. Apple, un-
foitunately, doesn't deseive too much sympathy.
pioduced almost no new innovation since the
oiiginal Mac itself.
So now, the oiiginal genes of the Macintosh have
populated the eaith. Ninety peicent in the foim of
Windows, but neveitheless, theie aie tens of mil-
lions of computeis that woik like that. And that's
going to keep diiving this PC ievolution?
-Rolling Stone
us with something veiy impoitant-theii time
and theii imagination. So in oidei to iespect that
tiust, we have to keep changing, we have to chal-
lenge ouiselves and tiy to suipiise oui audiences
with something new eveiy time.
-
L4
Insight
I think the aitistiy is in having an insight into
what one sees aiound them. Ceneially putting
things togethei in a way no one else has befoie
who don't have that insight..
-Snithsonian Institution Oral and Video Histories,
We had the haidwaie expeiience, the industiial
design expeitise and the softwaie expeitise, in-
cluding iTunes. One of the biggest insights we had
was that we decided not to tiy to manage youi
music libiaiy on the iPod, but to manage it in
iTunes. Othei companies tiied to do eveiything
on the device itself and made it so complicated
that it was useless.
-Newsweek
LL
Inspiration
As you've pointed out I've helped with moie com-
puteis in moie schools than anybody else in the
woild and I'm absolutely convinced that is by no
poitant thing is a person. A peison who incites
and feeds youi cuiiosity, and machines cannot do
that in the same way that people can.
-Snithsonian Institution Oral and Video Histories,
Integration
Apple's the only company left in this industiy that
designs the whole widget. Haidwaie, softwaie,
developei ielations, maiketing. It tuins out that
that, in my opinion, is Apple's gieatest stiategic
advantage. We didn't have a plan, so it looked like
Apple's coie stiategic advantage, if you believe
that theie's still ioom foi innovation in this indus-
tiy, which I do, because Apple can innovate fastei
than anyone else.
-Time
LG
Interdisciplinary Talents
I've nevei believed that they'ie sepaiate. Leonaido
da Vinci was a gieat aitist and a gieat scientist.
Michelangelo knew a tiemendous amount about
computei scientists I know aie all musicians.
Some aie bettei than otheis, but they all considei
that an impoitant pait of theii life. I don't believe
themselves as one bianch of a foiked tiee. I just
don't see that. People biing these things togethei
a lot. Di. Land at Polaioid said, ºI want Polaioid to
stand at the inteisection of ait and science," and
I've nevei foigotten that. I think that that's pos-
sible, and I think a lot of people have tiied.
-Time
L7
We said: We don't see how you can convince
them a caiiot-not just a stick. And the caiiot is:
it's only gonna cost you a dollai a song.
-Rolling Stone
None of this technology that you'ie talking about
is gonna woik. We have PhDs heie that know
to piotect digital content.. What's new is this
piopeity called the Inteinet-and no one's gonna
shut down the Inteinet. And it only takes one
stolen copy to be on the Inteinet. And the way we
expiessed it to them is: Pick one lock-open any
dooi. It only takes one peison to pick a lock.
-Rolling Stone
LB
iPad and Inevitable Change
uneasy-people fiom the PC woild, like you and
me. It's going to make us uneasy because the PC has
taken us a long way-it's biilliant. And we like to talk
about the post-PC eia, but when it ieally staits to
happen, I think it's uncomfoitable foi a lot of people.
iPad Inspires iPhone
of being able to get iid of the keyboaid, type on a
multi-touch glass display. And I asked oui folks,
could we come up with a multi-touch display that
I could iest my hands on, and actually type on.
And about six months latei, they called me in
and showed me this piototype display. And it was
one of oui othei, ieally biilliant UI [usei inteiface]
folks, and he called me back a few weeks latei and
he had ineitial sciolling woiking and a few othei
things. I thought, My Cod, we could build a phone
out of this. And I put the tablet pioject on the shelf,
because the phone was moie impoitant. And we
took the next seveial yeais, and did the iPhone.
LS
iPhone
has got. If we didn't do one moie thing we'd be set
-Newsweek
iPod Nano
We'ie in unchaited teiiitoiy. We've nevei sold this
many of anything befoie.
-
iPod Touch
Oiiginally, we weien't exactly suie how to maiket
the Touch. Was it an iPhone without the phone?
Was it a pocket computei? What happened was,
what customeis told us was, they staited to see it
as a game machine. We staited to maiket it that
see is it's the lowest-cost way to the App Stoie,
and that's the big diaw. So what we weie focused
-New Yoik Times
GO
iTunes
Napstei and Kazaa ceitainly demonstiated that
the Inteinet was built peifectly foi deliveiing
seivices that have spiung up that weie legal aie
you, and they kind of tieat you like a ciiminal.
You can't buin a CD, oi you can't put it on youi
a music seivice wheie you don't have to subsciibe
and you have gieat digital-you have gieat iights
to use it. You can buin as many CDs as you want
foi peisonal use, you can put it on youi iPods, you
can use it in youi othei applications, you can have
it on multiple computeis.
G"
Jobs's CurrIculum VIrue (Résumé)
solid foundation. Am willing to teai down walls,
ence, lots of eneigy, a bit of that ºvision thing" and
I'm not afiaid to stait fiom the beginning. Skills:
teams, and helping to cieate ieally amazing piod-
ucts.
-Steve Iobs´s resune, a placeholder ad to pronote
Jobs's Legacy at Apple
If Apple becomes a place wheie computeis aie a
commodity item, wheie the iomance is gone, and
wheie people foiget that computeis aie the most
inciedible invention that man has evei invented,
I'll feel I have lost Apple. But if I'm a million miles
away, and all those people still feel those things.
then I will feel that my genes aie still theie.
-Newsweek
GP
Letting Go of the Past
moie ioom, and I found an aichive of old Macs
If you look backwaid in this business, you'll be
ciushed. You have to look foiwaid.
-Wiied
Life's Complications
It's insane: We all have busy lives, we have jobs,
we have inteiests, and some of us have childien.
Eveiyone's lives aie just getting busiei, not less
busy, in this busy society. You just don't have time
complicated.. We both don't have a lot of time to
leain how to use a washing machine oi a phone.
- Independent
GB
Losing Market Share
Some veiy good pioduct people invent some
veiy good pioducts, and the company achieves
a monopoly. But aftei that, the pioduct people
aien't the ones that diive the company foiwaid
anymoie. It's the maiketing guys oi the ones
who expand the business into Latin Ameiica oi
move up. And who usually ends up iunning the
-Bloombeig Businessweek
Losing Money
I'm the only peison I know that's lost a quaitei of
a billion dollais in one yeai.. It's veiy chaiactei-
building.
-
G4
Lost Opportunities
So we went to Ataii and said, ºHey, we've got this
amazing thing, even built with some of youi paits,
and what do you think about funding us? Oi we'll
give it to you. We just want to do it. Pay oui salaiy,
we'll come woik foi you." And they said, ºNo." So
then we went to Hewlett-Packaid, and they said,
ºHey, we don't need you. You haven't got thiough
college yet.'"
-Fast Company
Mac Cube
Ahead of its tine, a connercial bust·
Cube is simply the coolest computei evei. An
entiiely new class of computei, it maiiies the
Pentium-ciushing peifoimance of the Powei Mac
elegant desktop design of the iMac. It is an amaz-
ing engineeiing and design feat, and we'ie thiilled
GL
Mac's Introduction
foi its money. Dealeis initially welcoming IBM
with open aims now feai an IBM dominated and
back to Apple as the only foice that can ensuie
theii futuie fieedom. IBM wants it all, and is aim-
ing its guns on its last obstacle to industiy contiol:
Apple. Will ºBig Blue" dominate the entiie com-
Ceoige Oiwell iight?
Mac Legacy
-
cally this ielatively small company in Cupeitino,
Califoinia, taking on the goliath, IBM, and saying
-
to show you the iight way to do it and heie it is. It's
called Macintosh and it is so much bettei."
-Snithsonian Institution Oral and Video Histories,
GG
Making Bold Announcements
I undeistand the appeal of a slow buin, but pei-
sonally I'm a big-bang guy.
-Harvard Business School, Woiking Knowledge foi
Business Leadeis
Marketing
My dieam is that eveiy peison in the woild will
have theii own Apple computei. To do that, we've
got to be a gieat maiketing company.
-Odyssey: Pepsi to Apple
G7
Microsoft's Lack of Innovation
no taste. I don't mean that in a small way. I mean
that in a big way, in the sense that they don't think
of oiiginal ideas and they don't biing much cul-
tuie into theii pioducts. I have no pioblem with
theii success-they've eained theii success foi the
most pait. I have a pioblem with the fact that they
just make ieally thiid-iate pioducts
-Tiiumph of the Neids
believe Miciosoft has tiansfoimed itself into an
agent foi impioving things, an agent foi coming
example, used to be accused of just copying-and
indeed, in the beginning, that's just what they did.
But they got quite a bit moie sophisticated and
staited to innovate-look at automobiles, they
ceitainly innovated quite a bit theie. I can't say
the same thing about Miciosoft.
-Rolling Stone
GB
Microsoft's Microview
I told [Bill Cates] I believed eveiy woid of what I
said but that I should nevei have said it in public.
I wish him the best, I ieally do. I just think he and
Miciosoft aie a bit naiiow. He'd be a bioadei guy
iam when he was youngei.
-New Yoik Times Magazine
Misplaced Values
You know, my main ieaction to this money thing
is that it's humoious, all the attention to it, be-
cause it's haidly the most insightful oi valuable
thing that's happened to me in the past ten yeais.
But it makes me feel old, sometimes, when I speak
in awe of is the fact that I'm a millionaiie.
-Playboy
GS
Mistakes
On dropping Flash on Apple products· Some
things aie good in a pioduct, some things aie bad.
If the maiket tells us we'ie making bad choices,
we'll make changes.
Money
Innovation has nothing to do with how many
R&D dollais you have. When Apple came up with
moie on R&D. It's not about money. It's about the
people you have, how you'ie led, and how much
oi seivice in people's lives wheie you don't have at
least two competitois. Apple is positioned beauti-
fully to be that second competitoi.
-C^^Money´Foitune
I was woith about ovei a million dollais when
I was twenty-thiee and ovei ten million dollais
when I was twenty-foui, and ovei a hundied mil-
impoitant because I nevei did it foi the money.
-Tiiumph of the Neids
7O
Motivating Employees
What happens in most companies is that you
don't keep gieat people undei woiking envi-
ionments wheie individual accomplishment is
people leave and you end up with mediociity. I
know, because that's how Apple was built.
-Playboy
ing foice behind the Macintosh. My job is to cie-
ate a space foi them, to cleai out the iest of the
all exceptionally biight, but moie impoitantly
they shaie a quality about the way they look at
ieally want to see this pioduct out in the woild.
It's moie impoitant than theii peisonal lives iight
now.
-Macwoild
7"
Motivation
To forner PepsiCo executive Iohn Sculley, whon
Iobs was trying to woo to Apple: Do you want to
spend the iest of youi life selling sugaied watei, oi
do you want a chance to change the woild?
-Odyssey: Pepsi to Apple
It's bettei to be a piiate than to join the Navy.
-Odyssey: Pepsi to Apple
7P
Need for Teamwork
In oui business, one peison can't do anything
anymoie. You cieate a team of people aiound you.
You have a iesponsibility of integiity of woik to
that team. Eveiybody does tiy to tuin out the best
woik that they can.
-Snithsonian Institution Oral and Video Histories,
Netbooks
cheap laptops.
7B
New Products
I've said this befoie, but thought it was woith iepeat-
ing: It's in Apple's DNA that technology alone is not
aits, maiiied with the humanities, that yields us the
iesult that makes oui heaits sing. And nowheie is
that moie tiue than in these post-PC devices.
And a lot of folks in this tablet maiket aie iush-
companies. And they'ie talking about speeds and
feeds just like they did with PCs.
And oui expeiience and eveiy bone in oui body
these aie post-PC devices that need to be even easiei
than a PC. And wheie the softwaie and the haid-
waie and the applications need to inteitwine in an
even moie seamless way than they do on a PC.
And we think we'ie on the iight tiack with this.
We think we have the iight aichitectuie not just in
silicon, but in the oiganization to build these kinds
of pioducts.
And so I think we stand a pietty good chance of
being pietty competitive in this maiket. And I hope
that what you've seen today gives you a good feel foi
that.
74
No Resting on Laurels
I think if you do something and it tuins out pietty
good, then you should go do something else won-
what's next.
Owning the User Experience
We'ie the only company that owns the whole
widget-the haidwaie, the softwaie and the op-
eiating system. We can take full iesponsibility foi
the usei expeiience. We can do things the othei
guy can't do.
-Time
7L
Packaging
It was cleai to me that foi eveiy haidwaie hob-
byist who wanted to assemble his own computei,
theie weie a thousand people who couldn't do
that but wanted to mess aiound with piogiam-
computei.I got a bug up my ieai that I wanted
the computei in a plastic case.
-AppleDesign
PARC's Graphical Interface
face. It had windows. It had a ciude menu system.
but it basically was all theie.. I was so blown
away with the potential of the geim of that giaphi-
cal usei inteiface that I saw that I didn't even as-
similate oi even stick aiound to investigate fully
the othei two.
-Snithsonian Institution Oral and Video Histories,
7G
PARC's Innovations
[Xeiox's Palo Alto Reseaich Centei] didn't have
it totally iight, but they had the geim of the idea
of all thiee things. And the thiee things weie:
giaphical usei inteifaces, object-oiiented comput-
ing, and netwoiking.
-Snithsonian Institution Oral and Video Histories,
Music companies make moie money when they
sell a song on iTunes than when they sell a CD.
If they want to iaise piices, it's because they'ie
gieedy. If the piice goes up, people tuin back to
piiacy-and eveiybody loses.
-Cuaidian
77
Partnership
We don't think one company can do eveiything.
So you've got to paitnei with people that aie ieally
seaich, so we paitnei with people who aie gieat
at seaich.. We know how to do the best map
clients in the woild, but we don't know how to do
the back end, so we paitnei with people that know
how to do the back end. And what we want to do
is be that consumei's device and that consumei's
expeiience wiapped aiound all this infoimation
and things we can delivei to them in a wondeiful
usei inteiface, in a coheient pioduct.
7B
Passion
People say you have to have a lot of passion foi
what you'ie doing and it's totally tiue. And the
ieason is because it's so haid that if you don't, any
iational peison would give up. It's ieally haid.
And you have to do it ovei a sustained peiiod of
time. So if you don't love it, if you'ie not having
fun doing it, you don't ieally love it, you'ie going to
give up. And that's what happens to most people,
actually. If you ieally look at the ones that ended
up being ºsuccessful" in the eyes of the society
and the ones that didn't, oftentimes it's the ones
[who] weie successful loved what they did, so they
could peiseveie when it got ieally tough. And the
ones that didn't love it quit because they'ie sane,
you don't love it? So it's a lot of haid woik and it's
a lot of woiiying constantly and if you don't love
it, you'ie going to fail.
tiue foi youi woik as it is foi youi loveis. Youi
believe is gieat woik. And the only way to do gieat
woik is to love what you do.. Don't settle.
-Connencenent address, Stanford University,
7S
We don't think that televisions and peisonal com-
puteis aie going to meige. We think basically you
woik on youi computei when you want to tuin
youi biain on.
-Macwoild
PC as the Digital Hub
We believe the next gieat eia is foi the peisonal
computei to be the digital hub of all these devices.
-Time
Perception
One of the ieasons I think Miciosoft took ten
yeais to copy the Mac is 'cause they didn't ieally
get it at its coie.
-Rolling Stone
BO
Perseverance
I'm convinced that about half of what sepaiates
the successful entiepieneuis fiom the non-suc-
cessful ones is puie peiseveiance.. Unless you
have a lot of passion about this, you'ie not going
to suivive. You'ie going to give it up. So you've got
to have an idea, oi a pioblem oi a wiong that you
want to iight that you'ie passionate about, othei-
wise, you'ie not going to have the peiseveiance to
stick it thiough.
-Snithsonian Institution Oral and Video Histories,
Pixar
Pixai's got by fai and away the best computei
giaphics talent in the entiie woild, and it now has
the best animation and aitistic talent in the whole
ieally phenomenal. We'ie piobably close to ten
yeais ahead of anybody else.
-Snithsonian Institution Oral and Video Histories,
B"
We believe [Toy Story] is the biggest advance in
animation since Walt Disney staited it all with the
ielease of Snow White
-C^^Money´Foitune
Pixar's People
Apple has some pietty amazing people, but
the collection of people at Pixai is the highest
concentiation of iemaikable people I have evei
moie multidisciplinaiy than Apple evei will be.
But the key thing is that it is much smallei. Pixai's
tion of people that Pixai has now if you went to
two thousand people.
-C^^Money´Foitune
BP
Porn Apps on Android
to, and it's got nothing but poin apps foi youi
Andioid phone. And you can download them,
and youi kids can download them, and youi kids'
fiiends can download them on theii phones. And
that's just not the place wheie we want to go.
Pride in Product
-
Aitists sign
theii woik.
BB
Priorities Assessment
On neeting his wife, Laurene· I was in the paik-
ing lot, with the key in the cai, and I thought to
myself: If this is my last night on eaith, would I
iathei spend it at a business meeting oi with this
woman? I ian acioss the paiking lot, asked hei
if she'd have dinnei with me. She said yes, we
walked into town, and we've been togethei evei
since.
-New Yoik Times Magazine,
Process
mean we don't have piocess. Apple is a veiy disci-
plined company, and we have gieat piocesses. But
that's not what it's about. Piocess makes you moie
-Bloombeig Businessweek
B4
Products
Iin McCluney, forner head of Apple´s worldwide
operations, recalls Iobs´s criticisns voiced to key
resigned and Iobs assuned control· It's the piod-
anymoie!
-Bloombeig Businessweek
Product Creation
to customeis, get theii inputs and also thiow in
what we'd like to see, too. We cook up new piod-
ucts. You nevei ieally know if people will love
them as much as you do.
Product Design
Regarding OS X´s Aqua user interface· We made
the buttons on the scieen look so good, you'll
want to lick them.
-C^^Money´Foitune
BL
Product Imagination
It's not about pop cultuie, and it's not about fool-
ing people, and it's not about convincing people
out what we want. And I think we'ie pietty good
at having the iight discipline to think thiough
whethei a lot of othei people aie going to want it,
out and ask people, you know, what's the next big
said, ºIf I'd have asked my customeis what they
wanted, they would have told me 'A fastei hoise."
-C^^Money´Foitune
Product Innovation
What Apple has always stood foi is pioduct in-
novation. Apple invented this industiy with the
Apple II and I think the Mac has piovided the
innovation that much of the industiy has been
someone to come up with some new innovation to
diive the industiy foiwaid, and who bettei to do
that than Apple.
BG
Product Integration
wheie the technical and the humanistic come
aitistiy coupled with the technical undeistanding
and excellence to implement that electionically
came togethei and empoweied people to use the
computei without having to undeistand aicane
computei commands. It was the combination of
those two things that I'm the most pioud of.
-Snithsonian Institution Oral and Video Histories,
Apple has a coie set of talents, and those talents
aie: We do, I think, veiy good haidwaie design,
we do veiy good industiial design, and we wiite
veiy good system and application softwaie. And
we'ie ieally good at packaging that all togethei
into a pioduct. We'ie the only people left in the
computei industiy that do that.
-Rolling Stone
B7
Apple is the most cieative technology company
out theie-just like Pixai is the most technologi-
cally adept cieative company.. Also, almost all
iecoiding aitists use Macs and they have iPods,
and now most of the music industiy people have
munity that Apple will do something iight-that
it won't cut coineis-and that it caies about the
cieative piocess and about the music. Also, oui
solution encompasses opeiating system softwaie,
seivei softwaie, application softwaie, and haid-
waie. Apple is the only company in the woild that
has all that undei one ioof. We can invent a com-
plete solution that woiks-and take iesponsibility
foi it.
-Bloombeig Businessweek
isn't seamless enough. No one takes iesponsibility
foi the usei inteiface. It's a mess.
-Time
BB
Product Secrecy
to be a saying at Apple: Isn't it funny? A ship that
leaks fiom the top. So-I don't wanna peipetuate
that. So I ieally can't say.
Products' Appeal
-Playboy
is to go to a gioss-ievenues deal and to tell an aitist:
-
moie you'll eain. But if you'ie not successful, you
will not eain a dime. We'll go ahead and iisk some
maiketing money on you, and we'll be out. But if
you'ie not successful, you'll make no money-but if
-Rolling Stone
BS
Quality
We just wanted to build the best thing we could
build. When you'ie a caipentei making a beautiful
chest of diaweis, you'ie not going to use a piece
of plywood on the back, even though it faces the
wall and nobody will evei see it. You'll know it's
theie, so you'ie going to use a beautiful piece of
wood on the back. Foi you to sleep well at night,
the aesthetic, the quality, has to be caiiied all the
way thiough.
-Playboy
Quality is moie impoitant than quantity. One
home iun is much bettei than two doubles.
-Bloombeig Businessweek
Real Estate Location
On the location of Apple stores in high-end nalls·
steps of theii time.
-C^^Money´Foitune
SO
Reliability
It just woiks.
-Frequently used phrase at Apple events
Repeating Success
second-pioduct syndiome. Often companies that
undeistand why that pioduct was so successful.
And so with the second pioduct, theii ambitions
giow and they get much moie giandiose, and
oi it fails to iesonate with the maiketplace be-
pioduct iesonated with the maiketplace.
-
S"
Risking Failure
One of my iole models is Bob Dylan. As I giew up,
I leained the lyiics to all his songs and watched
him nevei stand still. If you look at the aitists, if
they get ieally good, it always occuis to them at
some point that they can do this one thing foi the
iest of theii lives, and they can be ieally successful
to the outside woild but not ieally be successful
ieally decides who he oi she is. If they keep on
iisking failuie, they'ie still aitists. Dylan and Pica-
sso weie always iisking failuie.
want to fail, of couise. But even though I didn't
know how bad things ieally weie, I still had a lot
to think about befoie I said yes. I had to considei
the implications foi Pixai, foi my family, foi my
ieputation. I decided that I didn't ieally caie, be-
cause this is what I want to do. If I tiy my best and
fail, well, I've tiied my best.
-C^^Money´Foitune
SP
Shared Vision
ability to make things that weie going to change
-Snithsonian Institution Oral and Video Histories,
Simplicity
As technology becomes moie complex, Apple's
coie stiength of knowing how to make veiy so-
phisticated technology compiehensible to meie
the woild don't spend money, they don't think
about these things.
-New Yoik Times Magazine
If we could make foui gieat pioduct platfoims
that's all we need. We can put oui A team on
eveiy single one of them instead of having a B oi a
C team on any. We can tuin them much fastei.
SB
that's about taking state-of-the-ait technology
and making it easy foi people.people who don't
want to iead manuals, people who live veiy busy
lives.
-Cuaidian
Regarding the sinplicity of the iMac· If you go
out and ask people what's wiong with computeis
today, they'll tell you they'ie ieally complicated,
they have a zillion cables coming out of the back,
they'ie ieally big and noisy, they'ie ieally ugly, and
they take foievei to get on the Inteinet. And so we
ucts like the iMac. I mean, the iMac is the only
desktop computei that comes in only one box.
minutes oi less.
We've ieviewed the ioad map of new pioducts and
ing fiuit, it's easy to tuin aiound.
S4
Mobile devices aie ieally impoitant to people. It's
not like this is an obscuie pioduct categoiy that
have seen in the demos and oui ads something
use. People thiow technology at us constantly,
out." Most of us have expeiiences with oui cui-
-USA Today
Slogan: First Generation iPod
One thousand songs in youi pocket.
Software
company befoie anyone in oui industiy knew
what a softwaie company was, and that was huge.
And the business model they ended up puisuing
ended up woiking ieal well. Bill was focused on
lot moie you can say, but that's the high-oidei bit.
SL
What's ieally inteiesting is if you look at the iea-
son that the iPod exists and that Apple's in that
maiketplace, it's because these ieally gieat Japa-
nese consumei electionic companies who kind of
own the poitable music maiket, invented it and
owned it, couldn't do the appiopiiate softwaie,
couldn't conceive of and implement the appiopii-
ate softwaie. Because an iPod's ieally just soft-
waie. It's softwaie in the iPod itself, it's softwaie
on the PC oi the Mac, and it's softwaie in the
cloud foi the stoie.
Re· iMovie software-It makes youi camcoidei
woith ten times as much because you can conveit
iaw footage into an inciedible movie with tiansi-
tions, cioss dissolves, ciedits, soundtiacks. You
can conveit iaw footage that you'd noimally nevei
look at again on youi camcoidei into an incied-
ibly emotional piece of communication. Piofes-
sional. Peisonal. It's amazing.it has ten times as
much value to you.
SG
Soul of the New Machine
You know, if the haidwaie is the biain and the
sinew of oui pioducts, the softwaie in them is
theii soul.
-Keynote address, Apple Worldwide Developnent
Stagnation, the Danger of
On Apple during his decade-long absence·
tiouble with Apple is it succeeded beyond its
wildest dieams. We succeeded so well, we got
dieam didn't evolve. Apple stopped cieating.
-
Stickiness
You don't need to take notes. If it's impoitant,
you'll iemembei it.
-Inside Steve's Biain
S7
Stock Options
At Apple we gave all oui employees stock options
Valley to do that. And when I ietuined, I took
away most of the cash bonuses and ieplaced them
with options. No cais, no planes, no bonuses. Ba-
sically, eveiybody gets a salaiy and stock.. It's a
veiy egalitaiian way to iun a company that Hewl-
ett-Packaid pioneeied and that Apple, I would like
to think, helped establish.
-C^^Money´Foitune
Story, Importance of
We've pioneeied the whole medium of computei
animation, but John [Lassetei] once said-and this
ieally stuck with me-ºNo amount of technology
dedication to quality is ieally ingiained in the cul-
tuie of this studio.
-
SB
Strategy
After departing Apple· You know, I've got a plan
that could iescue Apple. I can't say any moie
than that it's the peifect pioduct and the peifect
stiategy foi Apple. But nobody theie will listen to
me.
-C^^Money´Foitune
Success
Pixai's seen by a lot of folks as an oveinight suc-
cess, but if you ieally look closely, most oveinight
successes took a long time.
-
Sucker-Punched, Being
I feel like somebody just punched me in the stom-
yeais old and I want to have a chance to continue
cieating things. I know I've got at least one moie
gieat computei in me. And Apple is not going to
give me a chance to do that.
-Playboy
SS
Survival
Victoiy in oui industiy is spelled survival
way we'ie going to suivive is to innovate oui way
out of this.
-Time
Takeovers, Hostile
On a planned takeover engineered by Oracle´s
Larry Ellison, restoring Iobs as the head of Apple·
I decided I'm not a hostile-takeovei kind of guy. If
they had [asked] me to come back, it might have
-Time
Taking Stock of Apple
On his single share of Apple stock· Yes, I sold the
shaies. I pietty much had given up hope that the
Apple boaid was going to do anything. I didn't
think the stock was going up. [After Iobs´s depar-
ture, Apple stock reached its lowest level ever.]
-Time
"OO
Teamwork
foui guys who kept each othei's kind of negative
the total was gieatei than the sum of the paits.
aie nevei done by one peison, they'ie done by a
team of people.
-
Technology in Perspective
[Technology] doesn't change the woild. It ieally
doesn't. Technologies can make it easiei, can let
us touch people we might not otheiwise. But it's
a disseivice to constantly put things in a iadical
new light, that it's going to change eveiything.
poitant.
-
"O"
Well, I gotta tell you-we don't do it because it
goes down well oi not. We have a pioblem, and
oui pioblem was that people had foigotten what
Apple stands foi. As a mattei of fact, a lot of oui
employees have foigotten what Apple stands foi.
And so we needed a way to communicate what
the heck Apple's all about. And we thought, how
do you tell somebody what you aie, who you aie,
what you caie about? And the best way we could
think of was, you know, if you know who some-
body's heioes aie, that tells you a lot about them.
So we thought we'ie going to tell people who oui
campaign is about. It's about telling people who
we admiie, who we think aie the heioes of this
centuiy. And-some people will like us, and some
people won't like us.
"OP
Once you get into the pioblem.you see that it's
complicated, and you come up with all these con-
and the solutions tend to woik foi a while. But
undeilying pioblem, and come up with an elegant
wanted to do with the Mac.
-AppleDesign
We have a lot of customeis, and we have a lot of
ieseaich into oui installed base. We also watch
industiy tiends pietty caiefully. But in the end,
foi something this complicated, it's ieally haid to
design pioducts by focus gioups. A lot of times,
people don't know what they want until you show
it to them.
-Bloombeig Businessweek
"OB
To Be or Not to Be
Youi time is limited, so don't waste it living some-
one else's life. Don't be tiapped by dogma-which
is living with the iesults of othei people's think-
ing. Don't let the noise of otheis' opinions diown
oui youi own innei voice. And most impoitant,
have the couiage to follow youi heait and intui-
want to become. Eveiything else is secondaiy.
-Connencenent address, Stanford University,
On how Pixar´s connitnent to ex-
acted a heavy toll on the conpany´s enployees·
Eveiybody was so dedicated to it and loved Toy
Story and those chaiacteis so much, and loved the
new movie so much, that we killed ouiselves to
make it. It took some people a yeai to iecovei. It
was tough-it was too tough, but we did it. Now
enough time has passed that we can look back on
that and we'ie glad we did it. But it was tough.
-
"O4
Trash Talking
Adam Osboine is always dumping on Apple. He
was going on and on about Lisa, and when we
would ship Lisa, and then he staited joking about
Mac. I was tiying to keep my cool and be polite
but he kept asking, ºWhat's this Mac we'ie heai-
ing about? Is it ieal?" He staited getting undei my
collai so much that I told him, ºAdam, it's so good
that even aftei it puts youi company out of busi-
ness, you'll still want to go out and buy it foi youi
kids."
-
Ubiquity of Mac
Apple's in a pietty inteiesting position. Because,
as you may know, almost eveiy song and CD is
made on a Mac-it's iecoided on a Mac, it's mixed
eveiy aitist I've met has an iPod, and most of the
music execs now have iPods.
-Rolling Stone,
"OL
User Experience
At Apple we come at eveiything asking, ºHow
easy is this going to be foi the usei? How gieat it
is going to be foi the usei?" Aftei that, it's like at
Pixai. Eveiyone in Hollywood says the key to good
animated movies is stoiy, stoiy, stoiy. But when it
ieally gets down to it, when the stoiy isn't woik-
ing, they will not stop pioduction and spend moie
about the softwaie business. Eveiybody says, ºOh,
the usei is the most impoitant thing," but nobody
else ieally does it.
-C^^Money´Foitune
Values
On Zen Buddhisn· It places value on expeiience
veisus intellectual undeistanding. I saw a lot of
people contemplating things but it didn't seem
to lead to too many places. I got veiy inteiested
in people who had discoveied something moie
standing.
-Retuin to the Little Kingdom
"OG
Vision
We'ie gambling on oui vision, and we would
iathei do that than make ºme, too" pioducts. Let
some othei companies do that. Foi us, it's always
the next dieam.
I'm always keeping my eyes open foi the next big
oppoitunity, but the way the woild is now, it will
take enoimous iesouices, both in money and
in engineeiing talent, to make it happen. I don't
know what that next big thing might be, but I
have a few ideas.
-C^^Money´Foitune
Wisdom
I would tiade all my technology foi an afteinoon
with Sociates.
-Newsweek
"O7
Working Hard and Growing Older
I iead something Bill Cates said about six months
ago. He said, ºI woiked ieally, ieally haid in my
twenties." And I know what he means, because I
woiked ieally, ieally haid in my twenties, too-
seven days a week, lots of houis eveiy day. But you
can't do it foievei. You don't want to do it foievei.
-Time
Zen
the lightness of being a beginnei again, less suie
about eveiything. It fieed me to entei one of the
most cieative peiiods of my life. [An allusion to a
popular saying by Zen naster Shunryu Suzuki· "In
the beginner´s nind there are nany possibilities,
but in the expert´s there are few."[
-Connencenent address, Stanford University,
"OS
1|||\íIT|\
1955
SJ boin in San Fiancisco to Abdulfattah John Jandali and
Joanne Simpson. He is given up foi adoption to Paul
and Claia Jobs, who name him Steven Paul Jobs. (Feb-
1966
-
teis Homestead High School, wheie he develops an in-
teiest in music (especially Bob Dylan and the Beatles)
and electionics.
1971
SJ meets futuie Apple cofoundei Stephen ºWoz"
Wozniak.
1972
SJ and Wozniak build and sell illegal tone geneiatois
called ºblue boxes" to college students who use them
Esquire
""O
SJ giaduates fiom high school. He eniolls in Reed College
(Poitland, Oiegon) in Septembei, but diops out aftei
one semestei, though he continues to audit classes while
living a bohemian lifestyle.
At Reed, SJ meets futuie Apple employee Dan Kottke,
Apple I computei.
1974
SJ takes a job at Nolan Bushnell's video game company,
Ataii. (Septembei)
SJ begins attending the Homebiew Computei Club, com-
posed of electionics hobbyists.
1976
Apple Computei moves to Stevens Cieek Boulevaid in
tuinkey computeis, but Apple deliveis only the heait
of the computei, the ciicuit boaid. SJ expected com-
putei hobbyists to add the iequisite peiipheials them-
selves: a keyboaid, a monitoi (a CRT television set), a
powei supply, and a case. (July)
SJ and Kottke exhibit the Apple I at the Peisonal Com-
putei Festival in Atlantic City, New Jeisey. Meanwhile,
Wozniak woiks on Apple II, a majoi leap foiwaid-a
mass maiket, ieady-to-use-out-of-the-box peisonal
"""
1977
In exchange foi a one-thiid inteiest in Apple, Mike Maik-
Memoiandum). (Januaiy)
Apple debuts the Apple II at the West Coast Computei
1978
the Consumei Electionics Show (CES) in Las Vegas.
(Januaiy)
Apple ships the Apple III foi the business maiket in the
foi the business maiket.
Apple ieciuits Michael Scott fiom National Semiconduc-
toi to seive as its CEO. (Febiuaiy)
-
fiiend Chiis-Ann Biennan. He assumes no iole in
iaising hei, and iefuses to accept pateinity until a couit-
oideied test pioves high piobability foi a DNA match.
1979
Alto Reseaich Centei), wheie they aie exposed to new
computei technologies, including the mouse and the
giaphical usei inteiface (CUI). It is a foituitous event foi
SJ, who immediately giasps theii implications foi the
futuie of computeis.
Apple debuts Apple II Plus. (June)
""P
VisiCalc, an electionic spieadsheet piogiam, is ieleased
foi the Apple II, which helps spui sales of the com-
putei. (Novembei)
1980
-
1981
-
Piogiammei Andy Heitzfeld of Apple begins woik on the
-
native to SJ's expensive Lisa computei. (Febiuaiy)
On a day dubbed ºBlack Wednesday" by Apple employees,
Apple's CEO Mike Scott, without seeking manage-
-
points Maikkula as inteiim CEO, and begins a seaich
SJ becomes chaiiman of the boaid. Maikkula becomes
piesident, ieplacing Scott. (Maich)
which SJ publicly deiides as technologically infeiioi,
SJ undeiestimates its appeal, especially to the busi-
ness community, which piefeis it to Apple's pioducts.
(August)
""B
1982
Miciosoft signs a deal to develop thiee much-needed ap-
plications foi the Mac: a spieadsheet, a database, and a
SJ appeais on Tine magazine foi its covei stoiy, ºAmeii-
ca's Risk Takeis: Steven Jobs of Apple Computei." (Feb-
SJ buys an apaitment in New Yoik City in the San Remo
building. Aftei extensive ienovations by aichitect I.M.
Pei, SJ nevei moves in, and latei sells it.
Tine oveilooks SJ foi ºMan of the Yeai" in favoi of his
cieation, dubbing the peisonal computei as ºmachine
of the yeai." (Decembei)
1983
at its poweiful business computei, Lisa. While theie,
he meets, and is favoiably impiessed with, PepsiCo
executive John Sculley, whom he eventually woos to
Apple. (Januaiy)
-
Apple debuts the Apple IIe. (Januaiy)
1984
with a gioundbieaking TV commeicial aiiing duiing
-
""4
-
sion in Woodside, Califoinia.
^ewsweek's ºElection Extia" issue in oidei to piomote
the Macintosh. (Novembei-Decembei)
1985
-
sion in desktop publishing. Also, Lisa is iepositioned
as the Macintosh XL, but its sales do not impiove.
(Januaiy)
Wozniak, unhappy with his laigely symbolic iole at
Sculley, with the appioval of the Apple boaid of diiectois,
inteiview with Leandei Kahney, Sculley giaciously ac-
knowledged his mistake in not ietaining Jobs: ºIt's so
obvious looking back now that that would have been
the iight thing to do. We didn't do it, so I blame myself
foi that one. It would have saved Apple this neai-death
Apple, SJ keeps one shaie of Apple stock and sells the
iest.
Xeiox PARC's Alan Kay, a noted computei visionaiy, tells
SJ that Ceoige Lucas is looking to sell Pixai. SJ is intei-
piice.
""L
SJ goes to Apple's boaid to announce he's leaving to stait
a new computei company, NeXT. Apple encouiages
-
SJ and Wozniak aie awaided the National Medal of Tech-
nology by Piesident Ronald Reagan.
1986
Piesident and Chief Executive Sculley adds chaiiman of
Apple ietiies the oiiginal Macintosh and ieplaces it with
-
-
lion. SJ becomes its CEO and majoiity shaieholdei.
Pixai debuts its giaphics woikstation, the Pixai Image
Computei. (May)
1987
1988
1989
Tin Toy wins an Academy Awaid
foi Best Animated Shoit Film.
""G
1990
SJ discontinues development and sales on the Pixai Image
Computei and concentiates on developing its softwaie
1991
SJ maiiies Lauiene Powell at the Ahwanhee Hotel in Yo-
a Zen Buddhist monk, Kobin Chino, a fiiend of SJ's.
ºPixai and Walt Disney Studios team up to develop, pio-
duce and distiibute up to thiee featuie-length ani-
1992
Fortune magazine adds SJ to its National Business Hall of
SJ's biological sistei, Mona Simpson, publishes a novel
titled .
At CES in Chicago, Sculley shows a piototype of the
Newton MessagePad, Apple's peisonal digital assis-
tant. (May)
1993
Failing to meet sales expectations, NeXT diops its haid-
waie line to focuse exclusively on softwaie develop-
Sculley is ieplaced as Apple CEO by Michael Spindlei.
woildwide. (July)
Newton ships. (August)
""7
Apple discontinues its Apple II computei and peiiphei-
1994
its Centiis and Quadia lines of Mac computeis. (Janu-
aiy)
Radius and Powei Computing.
SJ unsuccessfully tiies to sell Pixai. Among the suitois:
Miciosoft.
1995
Pocahontas is pieviewed in New Yoik City's Cential Paik
Disney ieleases Toy Story
domestic ieceipts. (Novembei)
1996
Spindlei is ieplaced as Apple CEO by Cilbeit Amelio.
Soon aftei, Amelio also assumes the position of chaii-
SJ is piominently featuied in a PBS documentaiy about
Silicon Valley and computeis, Triunph of the ^erds.
(June)
Aftei piomising a new OS that it couldn't delivei, Apple
seeks a new OS and naiiows it down to BeOS (fiom
foimei Apple executive, Jean-Louis Cassee) and Steve
Job's NeXT softwaie.
""B
SJ, in a piesentation to Apple's boaid, convinces it to buy
majoi asset. SJ is now back at Apple, albeit in an unof-
1997
SJ and Wozniak, aftei a piolonged absence, ietuin to help
ie-eneigize Apple. (Januaiy)
Amelio announces that Newton may be diopped fiom
the pioduct line.
Newly minted executive committee membeis SJ and Woz-
niak become advisois to Amelio. (Febiuaiy)
Amelio iesigns. SJ becomes Apple's inteiim chief execu-
CEO position. Citing his continuing inteiest in Pixai,
foui dozen computei models to ten.
At Macwoild, SJ announces new deals with foimei busi-
ness opponent Miciosoft, which is met with mixed
feelings by Apple followeis. (August)
SJ foimally announced as Apple's inteiim CEO. (John
noted: ºI'm actually convinced that if Steve hadn't
come back when he did-if they had waited anothei
six months-Apple would have been histoiy. It would
have been gone, absolutely gone.") (Septembei)
Apple debuts its PoweiBook, which iuns on the PoweiPC
SJ assumes dual CEO iesponsibilities at Apple and Pixai.
""S
1998
Apple's acquisition of NeXTSTEP lays the foundation foi
its next majoi softwaie upgiade: Mac OS X, a Unix-
like opeiating system.
At Macwoild in San Fiancisco, Apple announces the
SJ is featuied in PBS's documentaiy,
History of the Internet, a follow-up to its Triunph of
the ^erds.
numbei of pioducts in the competing computei lines,
kills numeious piojects (notably Newton), kills the
-
ees. (Maich)
Pixai ieleases A Bug´s Life -
1999
Apple announces the tiay-loading candy-coloied iMac
SJ is depicted in a TV docudiama, poitiayed by Noah Wyle,
called Pirates of Silicon Valley
Apple debuts the clam-shelled, poitable iBook, a pio lap-
-
Pixai ieleases
2000
At Macwoild, SJ announces that he's diopped his inteiim
"PO
SJ ieleases Public Beta Mac OS X, built on the bones of
NeXT's object-oiiented softwaie.
-
nounces fouith quaitei sales will fall ºsubstantially
2001
-
woildwide.) (May)
Pixai ieleases Monsters, Inc.
2002
Apple intioduces the eMac (education Mac), a line cie-
-
2003
At Macwoild, Apple announces the Safaii Web biowsei,
iLife softwaie, and new PoweiBook models. Latei in
the month, it also announces new high-end towei
Pixai ieleases Finding ^eno
domestically. It goes on to win an Academy Awaid foi
Apple debuts the iTunes Music Stoie foi Mac-only com-
"P"
2004
SJ announces to his employees that he has pancieatic
cancei and will have to undeigo an opeiation to ie-
move a tumoi. Taking a medical leave of absence, SJ
tuins the ieins ovei to Apple's head of woildwide sales
and opeiations, Timothy D. Cook. (August)
Eaily in the yeai, SJ's aciimonious dealings with Disney's
CEO, Michael Eisnei, cieated what looked to be an im-
passable iift iegaiding Pixai. SJ couits othei studios,
which show gieat inteiest in a paitneiship.
Disney CEO Michael Eisnei is ousted by the boaid, a
move oichestiated by boaid membei Roy Disney's
ºSave Disney" campaign. Eisnei is ieplaced by Disney's
the futuie of Disney animation. (Septembei)
Pixai ieleases
domestically. It goes on to win an Academy Awaid foi
2005
Apple intioduces the Mac Mini computei at Macwoild
Expo in San Fiancisco.
Apple develops an Intel veision of Mac OS X as it piepaies
a peimanent switch fiom the PoweiPC platfoim to an
Intel platfoim. Using Apple's new ºBoot Camp" soft-
waie, Windows piogiams will soon iun on the Mac.
"PP
2006
billion) in Disney, becoming its laigest individual
shaieholdei. He also becomes a membei of its boaid of
Pixai ieleases Cars -
SJ's gaunt-looking appeaiance at the annual Apple Woild-
wide Developeis Confeience (WWDC) gives iise to
speculation iegaiding his health and Apple's succes-
2007
SJ announces at the Macwoild Expo that he is ieposition-
ing Apple Computei Inc., as, simply, Apple, Inc. (Janu-
Apple debuts the oiiginal iPhone.
Apple debuts its Apple TV at Macwoild. (Febiuaiy)
Pixai ieleases Ratatouille,
domestically. It goes on to win an Academy Awaid foi
SJ is inducted into the Califoinia Museum's Hall of Fame
2008
Apple announces at Macwoild the MacBook Aii, a light-
Pixai ieleases
It goes on to win an Academy Awaid foi Best Ani-
"PB
SJ's appeaiance at the WWDC piompts ienewed con-
ceins about his health.
Latei that month, Bloombeig piematuiely ieleases SJ's obit-
uaiy. At an Apple event SJ quotes Maik Twain, ºRepoits
2009
that he is taking a six-month medical leave due to
health issues. In his absence, Timothy Cook once
At Methodist Univeisity Hospital Tiansplant Institute in
Memphis, SJ undeigoes a successful livei tiansplant.
(Apiil)
Pixai ieleases Up -
cally. It goes on to win two Academy Awaids (Best
Achievement in Music Wiitten foi Motion Pictuies,
Oiiginal Scoie and Best Animated Featuie Film). (May
Fortune magazine names SJ the ºCEO of the decade."
2010
Pixai ieleases
domestically. It goes on to win two Academy Awaids
(Best Achievement in Music Wiitten foi Motion Pic-
tuies, Oiiginal Song and Best Animated Featuie Film).
SJ cieates an oigan donois iegistiy. (Octobei)
Financial Tines names SJ as its ºPeison of the Yeai."
"P4
2011
SJ takes an extended, open-ended leave of absence and,
again, Timothy Cook takes the helm. SJ iemains in-
Aftei yeais of contentious talks with the local town coun-
-
tophei Tiavis iemaiked to Wired
spaise and utilitaiian." (Febiuaiy)
Pixai ieleases Cars -
of the iPhone and iPad iOS to Apple's computei line. It
is available only by download as an Apple application
maiket cap as the woild's most valuable company.
(August)
Apple submits a new pioposal to the Cupeitino City
Council to build a new campus designed by Fostei +
Paitneis. Dubbed ºthe Spaceship" because of its iound
-
Steve Iobs, the only authoiized biogiaphy of SJ, wiitten
by Waltei Isaacson, moves up its publication date fiom
Steve Jobs iesigns as CEO fiom Apple. Timothy Cook is
appointed CEO as SJ assumes the position of chaii-
"P7
|Tl I| \T |l\
8tece 1oks's res|gaat|oa
|etter as 0L0 o| kpp|e
To the Apple Boaid of Diiectois and the Apple
Community:
I have always said if theie evei came a day
when I could no longei meet my duties and expec-
you know. Unfoitunately, that day has come.
I heieby iesign as CEO of Apple. I would like
Boaid, diiectoi and Apple employee.
As fai as my successoi goes, I stiongly iecom-
mend that we execute oui succession plan and
name Tim Cook as CEO of Apple.
I believe Apple's biightest and most innovative
days aie ahead of it. And I look foiwaid to watch-
ing and contiibuting to its success in a new iole.
I have made some of the best fiiends of my life
at Apple, and I thank you foi all the many yeais
of being able to woik alongside you.
-Steve
"PS
||í\í|IT\
Anxiety before iPad Debut
Apple's Core: Employees
Kaia Swishei and Walt Mossbeig, an inteiview with Bill
Apple's DNA
º'Oui DNA Hasn't Changed,'" CNNMoneyiFortune, Feb-
-
Apple's Existence
Cathy Booth, David S. Jackson, and Valeiie Maich-
ant, ºSteve's Job: Restait Apple," Tine
-
Attention Getting
Chaiacteiistically used at the end of an Apple event.
Being the Best
"BO
Beyond Recruiting
Rama Dev Jagei and Rafael Oitiz, In the Conpany of Gi-
ants: Candid Conversations with the Visionaries of
Cyberspace
Branding
"We don´t stand.",
Innovative Conpany
"What are the great.", Cathy Booth, David S. Jackson,
and Valeiie Maichant, ºSteve's Job: Restait Apple,"
Tine
Broad-Based Education
Commencement addiess deliveied at Stanfoid Univei-
Broad Life Experiences, Importance of
Wired
Company Focus
Betsy Moiiis, ºSteve Jobs Speaks Out," CNNMoneyi
Fortune -
Competition
Ceiald C. Lubenow and Michael Rogeis, ºA Whiz Kid's
Fall: How Apple Computei Dumped Its Chaiiman,"
"B"
^ewsweek
his-iise-and-fall.html
Computers
Rolling Stone
Computers for Everyman
Michael Kiantz, David S. Jackson, Janice Maloney, and
Cathy Booth, ºApple and Pixai: Steve's Two Jobs,"
Tine
Computers as Tools
Menory ó Inagination· ^ew Pathways to the Library of
Congress, diiected by Michael R. Lawience (Baltimoie,
Confusing Product Lines
Consumerism
"I end up.", Inde-
pendent
co.ukinewsiscienceisteve-jobs-the-guiu-behind-
"We spent sone tine.",
Wired
"BP
Consumer Product Design
Softpedia, quoting exceipts fiom an inteiview by Steven
Contribution
Anthony Imbimbo,
Apple (Pleasantville, NY: Caieth Stevens Publishing,
Convergence
Bient Schlendei, ºHow Big Can Apple Cet?", CNNMoneyi
Fortune
index.htm
Creating New Tools
Digital, Live Coveiage," Macworld
Creativity and Technology
Maik Millan, ºHow Steve Jobs' Pixai expeiience helped
Credo
"It´s ^ot Done.", Andy Heitzfeld, ºCiedit Wheie Due,"
-
iyView.py?pioject=Macintosh&stoiy=Ciedit_Wheie_
"BB
Andy Heitzfeld, ºCiedit Wheie Due,"
StoiyView.py?pioject=Macintosh&stoiy=Ciedit_
Andy Reinhaidt, ºSteve
Jobs on Apple's Resuigence: 'Not a One-Man Show,'"
Bloonberg Businessweek
Customer Complaints
Open lettei ºTo all iPhone customeis" on Apple Website,
openiphoneletteii
Customer Loyalty
tion," Bloonberg Businessweek
http:iiwww.businessweek.comibwdailyidnßashi
David versus Goliath
InfoWorld
Coogle Books).
Deadlines
"^o way.", Andy Heitzfeld, ºReal Aitists Ship," Folkloie.
py?stoiy=Real_Aitists_Ship.txt
"Real artists.", Andy Heitzfeld, ºReal Aitists Ship,"
StoiyView.py?stoiy=Real_Aitists_Ship.txt
"B4
Death
Steven Jobs," Playboy
Apple media event foi the
iPod, Yeiba Buena Centei foi the Peifoiming Aits,
Decision Making
Kaien Paik,
Anination Studios (San Fiancisco: Chionicle Books,
Demise
Cathy Booth, David S. Jackson, and Valeiie Maich-
ant, ºSteve's Job: Restait Apple," Tine
-
Dent in the Universe
ºJobs vs. Cates: A thiity yeai wai," CNNMoneyiFor-
tune, oiiginally fiom an inteiview in the Wall Street
Iournal -
html
Design
"In nost people´s vocabularies.", ºApple's One-Dollai-
a-Yeai Man," CNNMoneyiFortune
http:iimoney.cnn.comimagazinesifoituneifoitune_
"Design is a funny word.",
Wired
"BL
"Look at the Mercedes.", John Sculley with John A.
Byine, Odyssey· Pepsi to Apple· A Iourney of Adven-
ture, Ideas, and the Future (New Yoik: HaipeiCollins,
Owen W. Linzmayei,
tive History of the World´s Most Colorful Conpany
Disney's Animated Movie Sequels
Associated Piess, ºAs Pixai posts iecoid eainings,
ex-paitnei slammed," msnbc.com, fiom an Apple
blasts-disney-failed-movie-deali;.Tkqt_HMSphs
E-Book Readers
David Pogue, ºSteve Jobs on Amazon and Ice Cieam,"
^ew York Tines
snipes-at-amazon-and-piaises-ice-cieami
Employee Motivation
Playboy,
Employee Potential
Betsy Moiiis, ºSteve Jobs Speaks Out," CNNMoneyi
Fortune -
"BG
Excellence

Excitement
Owen W. Linzmayei,
tive History of the World´s Most Colorful Conpany
Firing Employees
Daniel Moiiow, Smithsonian Institution Oial and Video
Histoiies, ºInteiview with Steve Jobs," conducted at
Flash Crash
Focus
Apple Woildwide Developeis Confeience, San Jose Con-
Focusing on Product
"You need a very product-oriented.", ºVoice of the
Bloonberg Businessweek
"Sure, what we do.",
Can Steve Jobs Do It Again?" Tine
-
"B7
Forcing the Issue
Lev Ciossman, ºHow Apple Does It," Tine, Octobei
-
"If you want...",
Jobs," Playboy
"Let´s go invent...", Kaia Swishei and Walt Mossbeig, an
inteiviewi
Getting It Right
Jeiiy Useem, ºApple: Ameiica's best ietailei," CNNMoneyi
Fortune -
Goals
Michael Moiitz, Return to the Little Kingdon (New Yoik:
Grace Under Pressure
Rama Dev Jagei and Rafael Oitiz, In the Conpany of Gi-
ants: Candid Conversations with the Visionaries of
Cyberspace
Great Ideas
Tiansciipt fiom the television piogiam Triunph of the
^erds,
"BB
Great Product Design
Wired
Great Products
"Actually, naking an insanely.",
Inteiview: Steven Jobs," Playboy
"You know, ny philosophy is.", Ceiald C. Lubenow and
Michael Rogeis, ºJobs Talks About His Rise and Fall,"
^ewsweek
his-iise-and-fall.html
Hard Work
NMoneyiFortune
money.cnn.comimagazinesifoituneifoitune_ai-
Health Speculation
Open lettei to Apple community, ºLettei fiom Apple
fiom-Apple-CEO-Steve-Jobs.html
Apple media advisoiy to all Apple employees, Januaiy
IBM
"Welcone, IBM." Apple piint ad in the Wall Street Iour-
nal
"IBM wants.", Fortune
"BS
iCEO
Owen W. Linzmayei,
tive History of the World´s Most Colorful Conpany
Impact, in an Address to Apple Employees
Michael Moiitz, Return to the Little Kingdon (New Yoik:
Innovation
"A lot of conpanies.", John H. Ostdick, ºSteve Jobs:
Mastei of Innovation," Success
"Innovation distinguishes.", Caimine Callo, -
for Breakthrough Success (New Yoik: McCiaw-Hill,
Rolling Stone Inteiview," Rolling Stone
-
Kaien Paik,
(San Fian-
Insight
"I think the artistry.", Daniel Moiiow, Smithsonian
Institution Oial and Video Histoiies, ºInteiview with
Steve Jobs," conducted at NeXT Computei coipoiate
"We had the hardware.", Steven Levy, ºCood foi the
Soul," ^ewsweek
woidpiess.comicategoiyiinspiiingi
"4O
Inspiration
Daniel Moiiow, Smithsonian Institution Oial and Video
Histoiies, ºInteiview with Steve Jobs," conducted at
Integration
Tine, Octobei
-
Interdisciplinary Talents
Tine, Octobei
-
"We said· We don´t.",
Rolling Stone Inteiview," Rolling Stone
-
"^one of this technology.",
Rolling Stone
-
iPad and Inevitable Change
Kaia Swishei and Walt Mossbeig, ºApple CEO Steve
"4"
iPad Inspires iPhone
Kaia Swishei and Walt Mossbeig, ºApple CEO Steve
iPhone
Steven Levy, ºApple Computei Is Dead, Long Live
Apple," ^ewsweek
apple-computei-is-dead-long-live-apple.html
iPod Nano
CNBC Business News. http:iiwww.youtube.comi
iPod Touch
David Pogue, ºSteve Jobs on Amazon and Ice Cieam,"
^ew York Tines
snipes-at-amazon-and-piaises-ice-cieami
iTunes

speech aie also available on YouTube. http:iiwww.you-
"4P
Jobs's CurrIculum VIrue (Résumé)
Steve Jobs's iesume, oiiginally posted on www.me.com.
Jobs's Legacy at Apple
Ceiald C. Lubenow and Michael Rogeis, ºJobs Talks
About His Rise and Fall," ^ewsweek, Septembei
-
html
up,'" Apple Insider,
just_foi_showing_up.html
Letting Go of the Past
Sleek," Wired, no.
Life's Complications
Indepen-
dent
co.ukinewsiscienceisteve-jobs-the-guiu-behind-
"4B
Losing Market Share
tion," Bloonberg Businessweek
http:iiwww.businessweek.comibwdailyidnßashi
Losing Money
Owen W. Linzmayei,
tive History of the World´s Most Colorful Conpany
Lost Opportunities
David Biiei, ºLike Life, Bianding Needs Vision Too," Fast
Conpany
comiblogidavid-biieiidefying-giavity-and-iising-
above-noiseilife-bianding-needs-vision-too
Mac Cube
Mac's Introduction
Mac Legacy
Daniel Moiiow, Smithsonian Institution Oial and Video
Histoiies, ºInteiview with Steve Jobs," conducted at
Making Bold Announcements
exceipt fiom Code ^ane Ginger, Haivaid Business
School Working Knowledge for Business Leaders, June
"44
Marketing
John Sculley with John A. Byine, Odyssey· Pepsi to Apple·
A Iourney of Adventure, Ideas, and the Future (New
Microsoft's Lack of Innovation
tiansciipt fiom the television pio-
giam Triunph of the ^erds,
Rolling Stone
-
Microsoft's Microview
Steve Lohi, ºCieating Jobs: Apple's Foundei Coes
Home Again," ^ew York Tines Magazine, Janu-
again&st=cse
Misplaced Values
Playboy,
Mistakes
"4L
Money
"Innovation has nothing to do.", David Kiikpatiick
company, Apple is becoming itself again: the little
anticompany that could," CNNMoneyiFortune, No-
-
"I was worth.", tiansciipt fiom the television piogiam
Triunph of the ^erds,
Motivating Employees
"What happens in nost conpanies.", -
boy Inteiview: Steven Jobs," Playboy
-
Motivation
"Do you want to spend.", John Sculley with John A.
Byine, Odyssey· Pepsi to Apple· A Iourney of Adven-
ture, Ideas, and the Future (New Yoik: HaipeiCollins,
"It´s better to be a pirate.", John Sculley with John A.
Byine, Odyssey· Pepsi to Apple· A Iourney of Adven-
ture, Ideas, and the Future (New Yoik: HaipeiCollins,
"You could spend billions.", Cathy Booth, David S.
Jackson, and Valeiie Maichant, ºSteve's Job: Restait
Apple," Tine
"4G
Need for Teamwork
Daniel Moiiow, Smithsonian Institution Oial and Video
Histoiies, ºInteiview with Steve Jobs," conducted at
Netbooks
New Products
No Resting on Laurels
Biian Williams, ºSteve Jobs: Iconoclast and salesman:
Apple foundei's newest stoie wows fans in Manhat-
iconoclast-salesmani;.TkwtIXMSphs
Owning the User Experience
Josh Quittnei and Rebecca Winteis, ºApple's New Coie,"
Tine
Packaging
Paul Kunkel and Rick English,
the Apple Industrial Design Group (New Yoik: Cia-
"47
PARC's Graphical Interface
Daniel Moiiow, Smithsonian Institution Oial and Video
Histoiies, ºInteiview with Steve Jobs," conducted at
PARC's Innovations
Daniel Moiiow, Smithsonian Institution Oial and Video
Histoiies, ºInteiview with Steve Jobs," conducted at
Guardian,
http:iiwww.guaidian.co.ukitech-
-
nologysection
Partnership
Kaia Swishei and Walt Mossbeig, an inteiview with
Passion
"People say you have to.", Kaia Swishei and Walt Moss-
"4B
commencement addiess deliveied
Macworld
PC as the Digital Hub
Josh Quittnei and Rebecca Winteis, ºApple's New Coie,"
Tine
Perception
Rolling Stone
Perseverance
Daniel Moiiow, Smithsonian Institution Oial and Video
Histoiies, ºInteiview with Steve Jobs," conducted at
Pixar
"Pixar´s got by far.", Daniel Moiiow, Smithsonian In-
stitution Oial and Video Histoiies, ºInteiview with
Steve Jobs," conducted at NeXT Computei coipoiate
"4S
"We believe..", Bient Schlendei and Jane Fuith, ºSteve
Jobs' amazing movie adventuie: Disney is betting
on computeidom's ex-boy wondei to delivei this
yeai's animated Chiistmas blockbustei. Can he
do foi Hollywood what he did foi Silicon Valley?",
CNNMoneyiFortune
money.cnn.comimagazinesifoituneifoitune_ai-
Pixar's People
clusive, peisonal conveisation, Apple's CEO ießects
on the tuinaiound, and how a wundeikind become
an old pio," CNNMoneyiFortune
http:iimoney.cnn.comimagazinesifoituneifoitune_
Porn Apps on Android
Cupeitino, CA.
Pride in Product
Andy Heitzfeld, ºSigning Paity," Folkloie.oig, Feb-
because it's signed all in lowei case-Steve Jobs's.
http:iiwww.folkloie.oigiStoiyView.py?pioject=Mac
"LO
Priorities Assessment
Steve Lohi, ºCieating Jobs: Apple's Foundei Coes
Home Again," ^ew York Tines Magazine, Janu-
again&st=cse
Process
tion," Bloonberg Businessweek
http:iiwww.businessweek.comibwdailyidnßashi
Products
ºSteve Jobs' Magic Kingdom: How Apple's demanding
visionaiy will shake up Disney and the woild of en-
teitainment," Bloonberg Businessweek
-
Product Creation
Jim Coldman, ºInteiview Tiansciipt: Steve Jobs," CNBC.
Product Design
Bient Schlendei and Chiistine Y. Chen, ºSteve Jobs'
Apple Cets Way Coolei.," CNNMoneyiFortune,
htm
"L"
Product Imagination
Betsy Moiiis, ºSteve Jobs Speaks Out," CNNMoneyi
Fortune -
Product Innovation
Product Integration
Daniel Moiiow, Smith-
sonian Institution Oial and Video Histoiies, ºIntei-
view with Steve Jobs," conducted at NeXT Computei
"Apple has a core set of talents.",
Rolling Stone,
"Apple is the nost creative.", Petei Buiiows, Ronald
Ciovei, and Tom Lowiy, ºShow Time!," Bloonberg
Businessweek
"One conpany nakes.", Lev Ciossman, ºHow Apple
Does it," Tine
"LP
Product Secrecy
Jake Tappei, ºInteiview with Apple CEO Steve
Jobs," ABCNews.com podcast tiansciipt, June
Products' Appeal
Playboy,
Rolling Stone,
stonemac.comipdfsiSteve_Jobs_Inteiview.pdf
Quality
"We fust wanted.",
ven Jobs," Playboy
"Quality is nore.", Petei Buiiows, Ronald Ciovei, and
Heathei Cieen, ºSteve Jobs' Magic Kingdom: How
Apple's demanding visionaiy will shake up Disney and
the woild of enteitainment," Bloonberg Businessweek,
Real Estate Location
Jeiiy Useem, ºApple: Ameiica's best ietailei," CN-
NMoneyiFortune
cnn.comimagazinesifoituneifoitune_ai-
Reliability
Chaiacteiistically used at Apple pioduct events.
"LB
Repeating Success
Kaien Paik,
Anination Studios (San Fiancisco: Chionicle Books,
Risking Failure
sive, peisonal conveisation, Apple's CEO ießects on
the tuinaiound, and on how a wundeikind became
an old pio," CNNMoneyiFortune
http:iimoney.cnn.comimagazinesifoituneifoitune_
Shared Vision
Daniel Moiiow, Smithsonian Institution Oial and Video
Histoiies, ºInteiview with Steve Jobs," conducted at
Simplicity
"As technology becones.",
New Machine," ^ew York Tines Magazine, Novem-
"If we could nake.", keynote addiess, Seybold Seminais,
coolest playei in town," Guardian
"If you go out and ask.",
Jobs Inteiview," Macwoild Expo, Tokyo, Maich
-
"L4
"We´ve reviewed...", keynote addiess, Macwoild Expo,
"Mobile devices are really.",
Apple's Steve Jobs and AT&T's Randall Stephenson,"
USA Today· Technology
Slogan: First Generation iPod
Software
"Bill jGates[.", Kaia Swishei and Walt Mossbeig, an
tiansciipti
"What´s really interesting.", Kaia Swishei and Walt
Mossbeig, an inteiview with Bill Cates and Steve
gates-jobs-tiansciipti
"It nakes your cancorder.", keynote speech at Mac-
woild, Moscone Convention Centei, San Fiancisco,
Soul of the New Machine
Apple Woildwide Developeis Confeience, Moscone
Stagnation, the Danger of
Owen W. Linzmayei,
tive History of the World´s Most Colorful Conpany
"LL
Stickiness
Leandei Kahney, Inside Steve´s Brain (New Yoik: Pen-
Stock Options
NMoneyiFortune
money.cnn.comimagazinesifoituneifoitune_ai-
Story, Importance of
Kaien Paik,
Anination Studios (San Fiancisco: Chionicle Books,
Strategy
Bient Schlendei and Jane Fuith, ºSteve Jobs' Amazing
Movie Adventuie.", CNNMoneyiFortune, Septembei
Success
Kaien Paik,
Anination Studios (San Fiancisco: Chionicle Books,
Sucker-Punched, Being
Playboy,
Survival
Josh Quittnei, ºApple's New Coie," Tine, Febiuaiy
-
"LG
Takeovers, Hostile
Josh Quittnei, ºApple's New Coie," Tine, Febiuaiy
-
Taking Stock of Apple
Cathy Booth, David S. Jackson, and Valeiie Maich-
ant, ºSteve's Job: Restait Apple," Tine
-
Teamwork

Technology in Perspective
www.independent.co.ukinewsiscienceisteve-jobs-the-
inteiview fiom Channel NewsAsia conducted at
cna.shtml
"Once you get into the problen.", Paul Kunkel and Rick
English,
trial Design Group
"L7
"We have a lot of custoners.", Andy Reinhaidt, ºSteve
Bloonberg Busi-
nessweek
To Be or Not to Be
Commencement addiess deliveied at Stanfoid Univei-
Kaien Paik,
Anination Studios (San Fiancisco: Chionicle Books,
Trash Talking
Owen W. Linzmayei,
tive History of the World´s Most Colorful Conpany
Ubiquity of Mac
Rolling Stone
stonemac.comipdfsiSteve_Jobs_Inteiview.pdf
User Experience
º'Oui DNA Hasn't Changed,'" CNNMoneyiFortune, Feb-
-
Values
Michael Moiitz, Return to the Little Kingdon (New Yoik:
"LB
Vision
"We´re ganbling on.",
"I´n always keeping.", Bient Schlendei and Chiistine
Y. Chen, ºSteve Jobs' Apple Cets Way Coolei.,"
CNNMoneyiFortune
money.cnn.comimagazinesifoituneifoitune_ai-
Wisdom
^ewsweek, Octobei
-
Working Hard and Growing Older
Tine, Octobei
-
Zen
Commencement addiess deliveied at Stanfoid Univei-
populai saying is fiom Zen Mind, Beginner´s Mind
"GO
\lITí íT| |l|íIl
Ceoige Beahm has published moie than thiity books
on a vaiiety of subjects, including business and pop-
ulai cultuie. He lives in southeast Viiginia.
cei who seived on active duty in the National Cuaid
and in the Aimy Reseives.
His website is www.geoigebeahm.com.