One Last Thing (2011 Documentary)

Steve Jobs One Last Thing (2011 Documentary)
Transcript | 1
Steve Jobs – One Last Thing premiered November 2011 on PBS. The
documentary takes an unflinching look at Jobs’ difficult, controlling
reputation and through interviews with the people who worked closely
with him or chronicled his life, provides unique insight into what made
him tick. Below is the full transcript….
Steve Jobs was a genius of the modern age. He gave us tools to change our
lives and the way we communicate.
“Here comes a device that comes with no manual, and everybody knows
how to use it… amazing.”
“They weren’t just hits in the sense that they sold well, but they actually
changed the whole nature of technology and caused everyone else to
follow them.”
This intimate portrait is a revealing insight into Steve Jobs’ life…
“Andy Warhol gets down on his hands and knees, Steve showing him how
to use the mouse”.
His career…“He shook up a whole industry.”
His character…”Steve loved those creative ideas”.
His faults…”Steve ultimately betrayed everyone”.
His artistry…”Just the smooth lines of it”.
And his achievements…”He is going to inspire a whole new generation”.
By the people who knew him best.
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“I’d give a lot to have Steve’s taste”. – Bill Gates
“If he needed you, he was your best friend, and he would seduce you”.
“When I was having a hard time, he would be on the phone, he’d drive up
from Silicon Valley, take me out for dinner, hang out and take walks with
me”.
“He turned on me, total street bully, in my face, We were… and I went
crazy. I’d never been there. I don’t ever want to be there again”.
“How much fun we had… ohh…How much fun we had in those days doing
things together, you know, but you lose it, you can’t ever go back, and just
to have those conversations that make us both smile”. – Steve Woz
Through their eyes, we reveal what made him the man who always gave
us…
“Now there’s one more thing.”
Steve Jobs “One Last Thing”
Steven Paul Jobs died on October 5, 2011, at the age of 56, a life cut short
in its creative prime by cancer. His death was not a surprise, and yet its
impact reverberated around the world. The news had spread, and the
tributes were created on the new iDevices that his visionary genius had
made. His is a success story that could only have happened in the U.S.A.
“I don’t mean to say that there aren’t geniuses and world-changing people
everywhere… there are… But I think in Jobs’ case, the particular path of
his career, this could only have happened in America”. – Walt Mossberg,
Technology Columnist
Steve Jobs’ world-class salesmanship found a global audience in his

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famous Apple product presentations. He always had “one more thing” to

announce.
“Everyone thinks, “Wow. That’s… that’s so much,” and, “well, we got one
more thing,” and then you put your biggest thing at the end because it’ll
tip it. It’s good, uh… it’s good showmanship really”. – Eddie Izzard,
Comedian & Actor
Tragically that “one more thing” has now become “one last thing.” The
news that Steve Jobs had finally logged out made headlines everywhere.
This man really had changed the world.
“When you grow up, you tend to get told that the world is the way it is,
and your… your life is just to live your life inside the world, try not to bash
into the walls too much, try to have a nice family life, have fun, save a little
money”. – Steve Jobs
In this exclusive, never before seen interview, Steve Jobs gave a rare
glimpse of his vision of the world.
“That’s a very limited life. Life can be much broader once you discover one
simple fact, and that is everything around you that you call life was made
up by people that were no smarter than you, and you can change it, you
can influence it, you can build your own things that other people can use.
Um, once you learn that, you’ll never be the same again”.
In the Los Altos suburb of San Francisco, California, just about everybody
was an engineer or worked in electronics, a childhood spent here in the
future Silicon Valley was the first key lucky break in Steve Jobs’ young life.
His closest childhood friend was Bill Fernandez.
Misfit

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“In about eighth grade, halfway through, this new guy came into the
school, who was Steve Jobs, and we were both introverted, intellectual,
kind of socially inept, and we gravitated towards each other”. – Bill
Fernandez, User Interface Architect
The two boys shared the same hobby.
“We started taking long walks and talking about the meaning of life and
what is this all about, and after a while we started doing…In addition to
walking and talking…Doing electronics projects together”. (Bill
Fernandez)
Fernandez also knew another electronics geek, his neighbor’s son Steve
Wozniak, universally known as Woz.
“So one day, Steve Jobs bicycled over to hang out with me and do
electronics projects in the garage, and out in front was Wozniak washing
his car. So I thought to myself, “Okay This Steve is an electronics buddy,
he’s an electronics buddy. They’d probably like to meet each other.” (Bill
Fernandez)
Fernandez had no idea at the time that the meeting between his two
friends would change our world. Jobs and Woz were soon to start a
business together. Its name was Apple.
“If Woz and Jobs had never met, there never would have been an Apple
computer. There would have been computers, and there would have been
personal computers, but we probably wouldn’t have the kind of wonderful
empowering things that people fall into if Woz and Jobs hadn’t met
This neighborhood we grew up in had a lot of Lockheed engineers in it,

and I would go up and down the street to the various dads on the street
and get mentored in electronics, and Steve Wozniak’s father was one of
the people who mentored me.

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As Jobs and I were walking over, I noticed Woz out washing his car, and I
said, “Hey, Woz. Um, come over and meet Steve.”
So, “Steve, meet Steve.” And this is where it happened, basically right
here”. (Bill Fernandez)
Woz and Jobs became inseparable friends, but their first venture was not a
computer. The pair developed an electronics kit mimicking telephone
router codes to make free calls around the world.
“You know, when you make a long distance phone call in the background
you hear, “do do do do do”? Those are the telephone computers actually
signing each other, sending information to each other to set up your call.
And there used to be a way to fool the entire telephone system into
thinking you were a telephone computer.
You could, you know, call from a pay phone, go to White Plains, New York,
take a satellite to Europe, take a cable to Turkey, um, come back to Los
Angeles, and you’d go around the world 3 or 4 times and call the payphone
next door, shout in the phone, and be about 30 seconds, it would come out
the other phone”. – Steve Jobs
The pair quickly moved on from phone-jacking for fun to creating

computers, building the prototype of the very first Apple.
It’s a fond memory for Steve Wozniak.
“He was always thinking about certain technology, the early products that
got developed, the building parts, what those might lead to in our future,
and he was always pushing me as an engineer…”Could you possibly add
this someday, could you possibly add that someday?” Yes, yes, yes, I
could,” thinking, “no. It’s way, way off,” but eventually we all did”.

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In those early days, Woz and Jobs took their creation to the home-brew
computer club, an early computer club, an early computer users’ group in
Silicon Valley, where it quickly attracted attention from their peers.
Whizz-kid
“I met both Steves, Steve Jobs and Steve Wozniak at a meeting of the
home-brew computer club in Palo Alto. Our first meeting was really
simple. It was in the parking lot, and I helped them unload Woz’s FIAT and
carried in what I guess was the first Apple I to show it off to the assembled
multitudes”. – Robert Cringely, Technology Columnist
When that same first Apple I was auctioned in 2010, it attracted even
more attention.
“It heralds the home computing revolution. This is the first computer
where you use a keyboard and a screen to enter and read data”.
“Selling for £110,000.”
From the hippie days of 1970s California, a handful of teenage geeks

emerged to change how we work, play, and communicate with each other.
“Founders can be divided into two camps. There are hippies, and there are
nerds, and Jobs was definitely the hippie, and Woz was the nerd. And the
hippie has the grand vision, and the nerd is able to realize the vision. The
nerd knows everything about women but doesn’t know any women. You
know, Steve knew women. So there’s that distinction. So they really
needed each other. He knew how to beat it out of Woz, and he would do
that, and his contributions at that time were saying, “gosh. We could sell
these things.” I mean, which doesn’t sound like much, but it’s huge when
you’re dealing with a guy in Woz who never thought about selling
anything”. – Robert Cringely, Technology Columnist

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“I wanted it to happen so badly, I gave this computer away. I gave away

the listings, no copyright notices, no nothing, and then Steve Jobs came
and saw the interest, and he said “Why don’t we start a company to make
some money?” And I said, “Fine.”” – Steve Wozniak
“They did want to start a business. They raised money to start a business.
They knew that they couldn’t do it on their own. They sought out older
people to help, and Steve Jobs in particular was quite persuasive”. –
Robert Cringely, Technology Columnist
In Apple’s earliest days, the two Steves, Jobs and Woz, took on an older
and more experienced partner. Ronald Wayne now lives and works near
Las Vegas, a fitting location for a man who walked away with nothing from
a $37 billion no-lose bet.
Entrepreneur
Wayne was invited to discuss a business proposal with Jobs and Woz.
“That was the first time I had met Steve Wozniak, a fascinating guy a fun
guy to be with, very… not only a fun guy to be with, the most gracious man
I’ve ever met in my life. As far as Wozniak was concerned, the world was a
great big sand box with a lot of toys to play with”. – Ronald Wayne, Co-
founder of Apple
But Ron’s opinion of Steve Jobs was not so hot.
I wouldn’t put gracious in his description. He had the kind of manner, the
kind of approach to people and environments that were business directed,
okay? He was extremely serious”.
Wayne acted as referee in a minor difference of opinion between the two

equal partners.

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“Well, Steve Jobs was so impressed with my diplomacy in that particular

situation that he immediately came back and said, “Okay. What we’re
going to do is form a company, with Woz and Jobs getting 45% each, and I
would get 10% as a tiebreaker in the event of any philosophical disputes
that might occur in the future”.
10% of Apple today would be worth $37,631,420,312.42, but despite his

share in the company, Ron was worried that working with Jobs and Woz
might prove to be too stressful.
“At 40, I thought I was getting a little old for that. They were absolute
whirlwinds. It was like having a tiger by the tail”.
So Ron decided to hand back his share for nothing and walk away with no
regrets.
“A lot of people have the impression that somehow or other I got diddled
out of something. Well, I did not. Nobody diddled me out of anything”.
Wayne may not be bitter, but he wasn’t the only early Apple employee who
made a life decision most of us would regret.
“The funny thing is that Steve Jobs hired me, and he said… he had hair
just down to his waist at the time, and as I recall he only ate fruit, and he
said, “we don’t have very much loot, so we’d like to pay you in stock.” I
held out for the cash”. – Robert Cringely, Technology Comlumist
When Steve Jobs first launched Apple, the computer industry meant
mainframes and minicomputers. Huge devices sat in air conditioned
rooms, and users worked on terminals. It wasn’t a personal experience.
“The Apple II was the first computer that looked like a consumer
electronic device. It was actually designed, and they thought about the
user experience and that it was intended really to be used by a single

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person in some interactive way that was enjoyable to the user, different”. –
– Robert Cringely, Technology Comlumist
“Steve always thought much more broadly than just technology. He was
certainly a techno-visionary, but the key to his greatness is to see how
broad he thought. He was obsessed with design, with elegant design, and
he was obsessed with the overall experience of technology and the idea of
creativity generally. So somehow he was able to bring these things
together and create technology that made peoples’ eyes light up”. – Chris
Anderson, Director, TED Conferences
“And I wait 8 hours in a line, and I’m hungry, I am everything you imagine,
but I’m happy. I wait for my iPad and really, really, really happy now”.
Jobs drew on a diverse range of influences to feed his creativity, including

a class he dropped into at college in Portland, Oregon, in the early
seventies. Reed college has one of the best calligraphy courses in the U.S.
His teacher had a major impact on his aesthetic and the clean lines of his
products.
Artist
“We had many very bright students here, we had bright thinkers and
people that wanted to change things and improve the world”.- Robert
Palladino, Instructor of Calligraphy
But Palladino witnessed first hand the impact Jobs had on his peers.
“The other students brought him to me like they were bringing me

someone very special. They really had a high regard for him. I guess they
could see the dynamics already forming in his thinking”.
Jobs completed the course in 1974 but returned to Palladino just two years
later. He was enthusing about a machine he had created in his garage and

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seeking advice on a font.
“He was interested in telling me what he was doing and how he was using
what he had learned in class, but he wanted some help with Greek letters
because he wanted a Greek font, and he couldn’t find satisfactory models
to go from. Before Steve started working on computer typefaces, they
were in very bad condition, and any improvement would be a step
forward”.
The resulting fonts appeared not just on Macs but ultimately PCs, too,
dramatically improving the user experience but not for Robert.
“I never touch computers. I write everything by hand. Getting letters in

the mail is getting to be very rare”.
Buddhist
Dropping out of college, Jobs went on the hippie trail, traveling to India
and studying Buddhism, this also had an impact on his work at Apple.
“I first met Steve in 1975. He had recently returned from India. He’s way
ahead of his time. He wasn’t the typical teenager. He asked questions that
were a lot more serious than the normal 20-year-old. He was looking to
understand the true nature of things, and I think he came to the Zen
center to continue his search. Steve was very much taken with Zen, Zen
Buddhism. Zen represents the relationship between things, things of the
world. In Zen, it’s expressed in the art. You see it in flower arranging,
Ikebana, you see it in calligraphy, you see it in artworks. Steve was very
much taken with that and especially calligraphy. He noticed the way the
lines and the spaces had a relationship. I think his genius was being able
to take the principles of Zen and incorporate it into the products that came
out of Apple”. – Les Kaye, Abbot, Kannon Do Zen Center

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Jobs freely acknowledged how these outside influences had affected him.
“He was always trying to look for external references and external
influences, and he’d talk about, you know, his Mercedes was beautifully
designed because those German guys were thinking beautiful thoughts, I
guess. He loved aphorisms. You know, Picasso said, “good artists copy,
great artists steal,” and he loved to say that. He was the guy who came
with “something would be insanely great.” What does that mean?” –
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Much of what Apple did was built on the efforts of others. A 1979 deal
gave him access to Xerox technology, one thing blew him away, a
prototype mouse. He gave his own team orders to make one, only better.
Innovator
“You got to build it for less than 15 bucks, “it’s got to last two years, “I
want it to work on the desktop, “a normal formica desktop, and I also want
to be able to use it on my jeans. As I left the meeting headed out to my car,
I was thinking, “does this really make sense? Is Steve crazy or is there
something here?” – Dean Hovey, President of Digifit
If Steve wanted something, his team just had to innovate, so for Dean that
meant a trip to the drug store.
“As I entered Walgreens, I had in my mind most importantly was, “where

do I find these spheres, these balls to be a part of the mouse?” And I had

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thought about the underarm deodorant as the right solution. And I

emerged with some roll-on deodorant and a butter dish.
And as you can see here, there are of course different sized balls,
depending upon how it is applied. Not only that, but then, once I had the
balls, I said, that’s a quick way to have a structure to put around the ball
so that I can start interacting with it?” I remember going to the house
wares area, and I found a butter dish which was about this big, and that
became the beginning part for the mouse, as I felt it.
So I used the butter dish, the roll-on ball and was able to create a
prototype. It’s hard to believe that in a design so small as something that
fits in your hand there could be much controversy around it, but it turns
out there was one major controversy, which was how many buttons should
there be? The original Xerox PARC had 3 buttons, and there was a great
debate about how many buttons were right, and Steve always had the
notion of simplicity. The magic of Apple products is simple. There was one
button, and it’s magic”.
From the early days, one man influenced Steve Jobs more than any other,
his friend and rival Bill Gates.
Rival
Apple’s history interweaves with Microsoft’s. Their CEOs gave a unique

interview to journalist Walter Mossberg.
“It was to my knowledge the only time they ever got onstage together to
submit themselves to an extended interview with journalists. Their
interview gave Walt unparalleled insights into the dynamics of their
relationship.
But then there was a floating…

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From the start, Gates was overshadowed by the more polished, confident
Jobs. I made… I…Let me tell the story. So Woz…
“I’m not fake Steve Jobs”.
“If you saw them together, Steve always dominated the conversation. In
part that’s because I think Bill was always fascinated by Steve. He was a
real observer, and he would just look at this guy and say, “what the heck is
going on here?” – Robert Cringely, Technology Columnist
“We’ve kept our marriage secret for over a decade now”. – Steve Jobs in
the interview
“He admired Steve for his ability to interface with people, connect with
them, you know, affect them”. – Robert Cringely, Technology Columnist
“They were partners, you know, for a long time. The very first Apple II
computers had Microsoft software in them”. – – Walt Mossberg,
But while the banter was good-natured, the rivalry between the two was
deep-rooted.
“I personally can attest to having heard each of them say very nasty things
about the other off the record in private over the years. I think the
antipathy partly grew out of two things. On Jobs’ side, he believed that
Microsoft had stolen the basic ideas in the Mac. From the point of view of
Gates, I think, he found Jobs difficult to deal with”. – Walt Mossberg,
“Steve is so known for his restraint”. – Bill Gates
“I think Gates felt that Jobs got more credit than he might have deserved
as being the great technologist”. – Walt Mossberg, Technology Columnist

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“Neither person is hugely likable. Certainly Steve Jobs is an acquired

taste, and so is Bill Gates for that matter. Um, they both have their
moments. Bill Gates is a better friend than Steve Jobs, but Steve Jobs is
more fun than Bill Gates”. – Robert Cringely, Technology Columnist
Jobs had glamour and dynamism. By the mid 1980s, he was one of the
richest self-made men in America. He was just 29.
“People are going to bring them home over the weekend to work on
something Sunday morning. They’re not going to be able to get their kids
away from them, and maybe someday they’ll even buy a second one to
leave at home”. – Steve Jobs
Celebrity
Which made him a natural subject for “playboy.”
Interviewing Jobs was a unique experience for writer David Sheff.
“The phone rang one day, and it was not a PR person who called, but it
was Jobs himself, and it really was an indication of the way that he did
business and really continued to do business. Apple was very different.
The second you walked in the door, you felt like you were in a completely
new environment. The conference rooms instead of, you know, of number
103c were called Da Vinci and Michelangelo and Picasso, and indeed it
was Picasso that I was escorted to to see Jobs for the first time”. – David
Sheff, Journalist
As the two got Toto know each other, Sheff realized he had a front row
seat on what was then an unimaginable technological future.
“Steve started drawing on a place mat. We went back and forth, and
basically by the end of that constructed what looks exactly like an iPad.
Steve said this machine, this small device as big as a book, would allow us

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to keep in touch with one another, it will replace the telephone and would
replace bookstores. He saw it as a reader on this very small device and
read it with editing capacity, note-taking capacity. I mean, he really
envisioned the iPad almost 30 years ago”.
Jobs and Sheff quickly became close friends.
“Through the late sixties and seventies in very similar ways, going through
some of the counter culture, you know being, influenced by some of the
eastern mysticism, Buddhism, the LSD culture, Timothy Leary”.
Turn on, tune in, rock out.
“He was always so excited about everything, and we went to movies

together, and we went to the opera together, and he could talk about
everything, and he was this incredibly giving, loyal friend. When I was
having a hard time, we’d be on the phone, he’d drive up from Silicon
Valley, take me out to dinner, hang out, and take walks with me, and, um,
that’s pretty rare”. David Sheff, Journalist
In 1984, they visited the home of Yoko Ono for the ninth birthday party of
Sean, her son with John Lennon. Jobs took along a birthday gift that
fascinated not only Sean but the whole star-studded guest list.
“Steve opened it up, pulled out what was one of those first Macintoshes off
the assembly line, set it up on the floor. Sean was down on the floor with
him, Steve turned it on, put macpaint in there. It took him about two
seconds to show Sean how to deal with it, and Sean pretty soon was
drawing pictures. Later Steve told me it was one of the first times he’d
watched a child with a Mac.
Eventually I sort of became aware that there were some people who’d
come in to the room, and I looked over my shoulder, and there was Andy
Warhol. So there was this great moment that I’ll never forget. Andy

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Warhol gets down on his hands and knees with Sean on one side and Steve
on the other side. I member that Warhol would pick up the mouse, and
instead of gliding it along the floor, the tiled floor in Sean’s bedroom, he
would sort of pick it up and was trying to figure out how to make it work,
and Steve very patiently would sort of lower his hand down and say, “no.
You kind of push it along. So Andy sort of fooled around with it, and he
was completely mesmerized. I mean, when he zoned in on something, the
rest of the world disappeared, and that was what it was like watching
Warhol in front of a Macintosh for the first time. And then he got this big
smile on his face, and he looked up. He said, “I drew a circle.” And it was
great”. David Sheff, Journalist
Life had been good for Steve Jobs.
“He was worth a million dollars when he was 21. He was worth $10 million
when he was 22. He was worth $100 million when he was 23 years old. So
he knew nothing but success, and when you’re 23 years old, you’re worth
$100 million, you are pretty damn full of yourself, and that’s what Steve
became, and so he had huge ambition”. – Robert Cringely, Technology
Columnist
But in 1985 at the age of 30, his charmed run of luck was about to come to
an abrupt halt. Seeking someone to help run his rapidly expanding
business, he hired in Pepsi executive John Sculley.
“President John Sculley admits Apple will be just another personal

computer company unless Macintosh becomes an industry milestone in the
next 100 days”.
“There was kind of a love affair at the beginning. I mean, Steve really
trusted him and really saw a kindred spirit, someone who would help him
build Apple. His love was Apple. He envisioned being with Apple for his

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life. He said, “but that doesn’t mean there won’t be periods when I will
leave and I will do other things and my life will weave in and out of Apple.”
– David Sheff, Journalist
Once again, Jobs’ foresight was spot on. Two years after Sculley arrived at
Apple, the love affair turned sour as company profits faltered.
“Steve was never fired from Apple, but he was ostracized and demoted
and put in an office in an empty building, and after that he… He resigned
in 1985 and then immediately sold his more than 6 million shares…He was
the largest single shareholder of Apple at the time, and sold his stock at a
bad price and didn’t get as much money as he should have or could have
had he done it smartly, but he was angry”. – Robert Cringely, Technology
Columnist
“He felt so betrayed, so angry, so disillusioned that Sculley was, in his

mind, at least part of if not the ringleader in what he viewed as a coup to
remove him, and Steve was pissed off, and he was really pissed off about
Sculley because he brought Sculley in and trusted him and then felt
betrayed by him”. – David Sheff, Journalist
“So he sold his stock and he went off, took his tens of millions of dollars
but not hundreds of millions of dollars and started a new life”. – Robert
Cringely, Technology Columnist
But there were still people willing to back him with hard cash. One of
them was self-made Texan billionaire and former presidential candidate
Ross Perot. He saw how wounded Jobs had been by Apple.
“I think at first it was a tremendous disappointment, which I can certainly

understand. Secondly, he picked himself up, dusted himself off, and
started all over again with very little hesitation, and I really admired that.
You know, otherwise you could sit around in a dark room and sulk about it,

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but that’s not Steve”.
NeXT steps
“Steve started a company called NeXT to do a computer that was going to

be what he thought Apple should have been. Uh, to aim it at the education
market because they…Apple had had conspicuous success in education.
There were some people he could steal from Apple to market to that
segment, and he thought starting small made sense”. – Robert Cringely,
But even starting small needs big money.
“I invested $20 million in NeXT. He contacted me, asked me to be a

principal investor and to serve on the board with him, and I agreed to do it
just because of my support for him, and there was no question in my mind
that if he…If he wanted to do it, it would get done. He’s great with
attracting and motivating the best of the best people. He’s great at
encouraging men to be creative and come up with new ideas and not just
be little robots, which many big companies just want you to be a little
robot and do what you’re told to do, and the last thing they want to hear
from you is a creative idea. Steve loved those creative ideas, and that was
a magic part of the success of NeXT”. – Ross Perot
A new Steve Jobs was rising out of the ashes of the boardroom battle at
Apple, and this time he was ruthless.
Tyrant
“He invested $5 million capital in a corporation called Pixar, and he took

70% of the company, and the employees took 30%. Steve kept investing
because we would run out of money and he did not want to be

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embarrassed by failure after having been booted out of Apple, so he would

put more money in and take more equity away from the employees. So
over the course of about 4 or 5 years, he owned it all”. – Alvy Ray Smith,
Co-founder of Pixar
Alvy quickly felt he was losing control to the new master.
“I would look at my employees and looking at Steve, and I realized they’re

in love. They’re just looking up at him with big Doe eyes just soaking in
everything he’s saying as if it was true, and it wasn’t. So you can see that
it was very disruptive. Our management style was to be two hours away
from him, try not to have him come into the building”.
Standing up to Jobs could be a painful experience, as Alvy found out in one

memorable boardroom meeting.
“He turned on me, total street bully, in my face, scream… We wer… and I
went crazy. I’d never been there. I don’t ever want to be there again.
That’s the reason I got away from him. We were screaming at each other
in full bull rage with our faces about that far apart, and during that… So
he was insulting my southwestern accent. It was just street bully stuff. I
still don’t know what happened. Something broke. And during this face-
off…Literally a face-off…I marched past him and wrote on the whiteboard.
Now it was unspoken rule…Which I hate, unspoken rules…That only he
could sit in front of the whiteboard and only he could use it. Nobody had
ever tested it, but at this point, I tested it. I marched past him and I wrote
on the whiteboard, and he said, “y-y-you can’t do that.
And I said, “What? Write on a whiteboard?” And he stormed out of the

room, and then I was in shock for the next week or months. I just didn’t
know what had happened”. – Alvy Ray Smith, Co-founder of Pixar
“Everyone in Steve Jobs’ life went through 3 phases…They were either

being seduced, ignored, or scourged, and it all depended upon whether he

Transcript | 20
needed you or not. If he needed you, he was your best friend, and he
would seduce you, and then you would work like a dog, and if you weren’t
working hard enough, he would scourge you, and ultimately he would
throw you away”. – Robert Cringely, Technology Columnist
“On the personal level, it was not fun, it was not the way I want to be
treated by another human being”. – Alvy Ray Smith, Co-founder of Pixar
“Steve ultimately betrayed everyone”. – Robert Cringely, Technology

Columnist
And some said the new Steve Jobs wasn’t afraid of claiming all the credit,
too.
“Disney took “Toy Story” and another one of their movies to New York for
the critics to see, and the critics just… They didn’t even look at the other
movie. They just went nuts when they saw “Toy Story,” and they came
back and basically told Steve that it was going to be a huge success, and
that’s when he… that’s the point his ability to see something spectacular is
about to happen. He just moved just in and exploited that right to the hilt,
and I must say he did a great job. He became a billionaire from it.
Awesome”. So Steve’s genius is to move when he has a good idea. I don’t
think they’re necessarily his ideas, but, boy, does he know how to move
and market them like crazy. He’s the world’s genius marketeer, including
of his own self-image. – Alvy Ray Smith, Co-founder of Pixar
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But the best was yet to come for Jobs. Apple was in trouble. They wanted
him back. They were begging him to come back because they knew he
could fix it, and he did come back, and he fixed it, and the rest is history.

Transcript | 21
Saviour
One man who witnessed Jobs’ return to Apple was friend Walt Mossberg.
“He came back to Apple, and the company was almost dead. Literally. It
was 90 days from going bankrupt. He said to the people at this very
demoralized, almost out of business company, “We’re not looking
backward. I don’t really care that we once had the first successful
personal computer. I really don’t care that we were famous and
successful. We’re not anymore, and this is where we’re starting from, and
this is where we’re moving.” – Walt Mossberg, Technology Columnist
“And so when you see the second coming of Steve Jobs and Apple, Apple
went from being a wide-open and wacky company to be a very disciplined
company that understood its financials at a level that few companies do.
That’s because Steve thought of every dollar as being his every dollar”. –
“They have resolved these differences in a very, very…”
It was an investment from Bill Gates that ultimately helped to save Apple,
but when Gates made a live appearance with Jobs to explain the deal, it
didn’t go down well with the loyal Apple audience.
“Bill Gates was actually onstage rescuing Apple, rescuing Apple. He did
two things. He gave them $150 million for which he got non-voting stock
that expired after a certain number of years, and he promised to keep
producing Microsoft office, the Macintosh version, for, I think, 5 years,
and so he was onstage rescuing Apple, and yet the acolytes who were
filling the room had learned to hate him. They treated him as, you know
the, devil, the antichrist, and they booed him”. – Walt Mossberg,
But Jobs with his eye ever on the bottom line, had a different view.

Transcript | 22
“There were too many people at Apple and in the Apple ecosystem playing
the game of “for Apple to win, Microsoft has to lose,” and it was clear that
you didn’t have to play that game because Apple wasn’t going to beat
Microsoft. Apple didn’t have to beat Microsoft. Apple had to remember
who Apple was. It was just crazy what was happening that time, and Apple
as very weak, and so I called Bill up and we tried to patch things up”. –
Steve Jobs
“I think he learned to be a better businessman. I think he learned a little

more humility”. – Walt Mossberg, Technology Columnist
“Steve really changed in a number of ways, and he changed primarily

because of failure. Failure affected him, and he learned from it”. – Robert
Jobs created a brand-new product at Apple, the iMac.
“I think there was a decision to look different. Remember, their motto

immediately after his return was “think different,” and he didn’t say that
because he didn’t believe it. He really did want to think different, and they
would have to appear different to show that they were thinking different”.
– Robert Cringely, Technology Columnist
The pair joked about the relationship between “Mac Man” Jobs and “PC
Man” Bill Gates.
“PC guy is great but not a big heart”. – Steve Jobs
“His mother loves him”. – Bill Gates
“His mother loves him”. – Steve Jobs
“PC guy is what makes it all work actually”. – Steve Jobs

Transcript | 23
“All right”.
“It’s worth thinking about”. – Steve Jobs
“The truth about Bill Gates is a brilliant man who you could… and I did
talk to for long periods about the future. He could think quite intelligently
about the future, but the way Microsoft worked as a business was far more
incremental than Apple. All the while, they were working on some big
leap, and Microsoft tended to do the incremental stuff almost all the time”.
– Walt Mossberg, Technology Columnist
“What’s Steve’s done is quite phenomenal. His ability to always come

around and figure out where that next bet should be has been
phenomenal. Apple literally was failing when Steve went back and re-
infused the innovation and risk-taking that have been phenomenal. So the
industry has benefited immensely from his work. We’ve both been lucky to
be part of it, but I’d say he’s contributed as much as anyone”. – Bill Gates
“I think he built the first software company before anybody really in our
industry knew what a software company was except for these guys and
that was huge”. – Steve Jobs
“Bill Gates is a brilliant man. He did a lot for the world in technology. And
he is now doing a lot for the world in philanthropy, and I think highly of
Bill Gates, but…Of the two of them, the one that took the bigger risks and
changed the game more often, it was Steve…It was Steve Jobs”. – – Walt
Mossberg, Technology Columnist
“I’d give a lot to have Steve Jobs’ taste. He has natural…It’s not a joke at
all. I think in terms of intuitive taste both for people and products, the way
he does things is just different, and I think it’s magical”. – Bill Gates
Despite their rivalry, in this joint appearance after Jobs had been
diagnosed with cancer, they displayed a healthy respect and even affection

Transcript | 24
for one another.
“I think of most things in life as either a Bob Dylan or Beatles song, but
there’s that one line in that one Beatles song, “You and I have memories
longer than the road that stretches out ahead,” and that’s clearly true
here”. – Steve Jobs
“That’s sweet”
“I think we should end it there”.
“It was one of the highlights of my journalistic career to be there. In fact,

we were quite taken aback by the standing ovation and seeing some of the
people from where we were sitting onstage actually shedding tears. It
sounds strange, but it was actually an emotional thing”. – Walt
Mossberg, Technology Columnist
“So I can move this with just a touch anywhere I want”.
Steve Jobs, now at the peak of his creative genius, was leading Apple to
the peak of its creative success.
“The key to the success of the company was in moving beyond the
computer, was in seeing how the microprocessor was getting so cheap
that it could be applied to other consumer electronic devices”. – Robert
Visionary
Innovative new products poured in a seemingly endless stream from

Apple’s development laboratories, pouring a stream of cash into Apple’s
coffers.

Transcript | 25
“250 million or a billion or however many iPods are out there are what
built the Apple of today, not the Mac”. – Robert Cringely, Technology
Columnist
Approaching the age of 50, barely a quarter of a century after making his
first million greenbacks, Jobs was worth $2.3 billion. Now he picked up the
pace of Apple’s evolution. Computers? They were yesterday’s news. He
was conquering the world of music.
“Great new products”.
Jobs was hurting his competitors.
“iTunes pretty well killed off the music store, and virgin mega-stores, you
know, have slowly been disappearing around the world”. – Sir Richard
Branson
Half a million songs are downloaded on iTunes every day, in many cases
changing artists’ lives. Hip-hop group the Black Eyed Peas were asked to
star in an iTunes commercial. They later became the most downloaded
band on iTunes, but at the time, they didn’t understand this new cultural
phenomenon.
“They said, “Hey. They want to use a Black Eyed Peas song for an iTunes
commercial,” and I said what’s iTunes?” And they said, “they’re not paying
much, but they’re going to give you guys iPods.” “What’s an iPod?”
“This is the new iPod Nano”.
But Jobs’ influence on the music industry went far beyond simple star
making. Way before iTunes, Steve Jobs has been a part of music because
every major studio has a Mac computer in it. I mean, the Mac computer is
an artist’s computer. Musicians are still important, but people like Steve
Jobs are uber, uberimportant”.

Transcript | 26
“They bought CDs, and they want to buy downloads. People don’t want to
rent their music”
Life in Apple’s orchard had never been more fruitful. Then Steve Jobs
learned he had cancer.
A standing ovation for Apple CEO Steve Jobs as he greeted the public for
the first time in more than a year. He carried on working, but the years
that followed were a roller coaster of hope and despair. Most poignantly
he was asked what the next few years might hold.
“The future is long”.
Ha ha ha!
“The last few years have reminded me that life is fragile um, you know…”
Steve Jobs
Finally he withdrew from public life.
Only his closest friends saw how he was coping with the threat of an early
death.
“Steve Jobs loved to take walks. He did a lot of his thinking and his talking
with his close friends like Larry Ellison and a number of other people that
he was friendly with in Silicon Valley, and he would go on these long walks
sometimes around Palo Alto, where he lived, and sometimes in other
places. It just was his preferred method of thinking and daydreaming ideas
with people. One day I was out in Silicon Valley. He found out about it, and
he conveyed to me that he would like me to come over to his house, and
this was just after his liver transplant, which as we all know is a very
serious kind of thing that takes a lot of recovery, and he wanted me to
come over and just talk about industry gossip in a way or events that had
gone on since he’d been kind of out of action. He was very frail. We talked

Transcript | 27
about his health, and he talked about how he felt he was recovering, and
in the middle of this, he said, “Let’s go for a walk,” And I said, “Really?
Really? You’re sure you want to go for a walk?” We’re about halfway to the
neighborhood park, and he stops, you kn..He wasn’t gasping for air or
anything, but he was not well-looking man, and I said, “Steve, why don’t
we go back to the house?” And he smiled or chuckled, and he said, “No.
We’re not going back to the house. I just need a minute and then we’re
going to go on to the park because that’s my goal. I set a goal every day,
and my goal now is to get to this park.” I said, “You’re sure?” And he said,
“yeah.” So we walked to the park, and, you know, he was fine. We talked
by the way the whole way. We were dog what he does on walks, which is
we were talking about different things, and we got to the park, and we sat
on a bench, and we talked about… In the park, if I remember correctly, we
actually talked more about life and health and… you know, I had had a
heart attack some years before, and he was lecturing me about that, and I
was sort of lecturing him, as well, about work/life balance and all these
things, and then we got up and walked back and talked some more. And
the last thing he said to me was “You know, Walt, you and I have been
through lots of adventures over the last 15 years, and we’re going to have
some more adventures to come.” We never did”.- Walt Mossberg,
On October 5, 2011, Steve Jobs died.
The next day, his closest friend and colleague Steve Wozniak paid his own
tribute.
“I’m going to miss the chance to go to him and just sit down and share just
person to person. How much fun we had… ohh…How much fun we had in
those days doing things together. You lose it, you can’t ever go back and
just have those conversations that make us both smile”. – Steve Wozniak

Transcript | 28
As the world mourned, the most fitting tribute came from one of Steve
Jobs’ young fans. 19-year-old Hong Kong-based design student Jonathan
Mak Long created an image on his Mac that went viral around the world.
Legacy
“There was no real research behind it. I just messed around on my

computer, and it just happened. It made sense to incorporate his
silhouette, his profile into the logo. It’s gotten around 200,000 responses
on my blog. Some people have said to me that the logo actually made them
cry, and I thought it was a really strong reaction to have, but it made
sense because Steve Jobs had such a great impact on our world. He wasn’t
just this person who made all these great gadgets. He actually changed
the that way we communicate”. –– Jonathan Mak Long, Design Student
“When you grow up, you tend to get told that the world is the way it is and
your life is just to live your life inside the world, try not to bash into the
walls too much, try to have a nice family life, have fun, save a little
money”. – Steve Jobs
“How amazing is it that we live in an era where his legacy will transform
people’s lives and experiences of technology for the foreseeable future?
This single individual gave us the original Apple, the macintosh, and Pixar
and the iPod and the iPhone, iPad. That is astonishing”.
“Steve Jobs created the most respected brand in the world and shook up a
whole industry, and he did it with a lot of panache and style, and, you
know, great respect for him for it”. -Sir Richard Branson
“Life can be much broader once you discover one simple fact, and that is
everything around you that you call life was made up by people that were
no smarter than you”.
“The facts are the story of his life, the story of his successes, the story of

Transcript | 29
his achievements, the stories of the great things he did for other people
continue to go on because that’s good for our country, it’s good for the
nation, it’s good for the world, and it’s also good for the people. Of course,
that’s what it’s all about”.
“I think the world will miss Steve Jobs. He took stuff to a new place, and I
do identify with that. It’s exciting when you do that, so I do find the
excitement of that, and he also made things that were beautiful, great to
touch, great to hold, good to look at, and different colors”. – Eddie Izzard,
Comedian & Actor
“The minute you understand that you can poke life and actually something
will…You know, if you push in, something will pop out the other side, you
can change it, you can mold it, um, that’s maybe the most important
thing”. Steve Jobs
There’s one thing on which everyone agrees…Steve Jobs left a legacy that
has changed the world.
“He had the ability to think up new ways of doing things, not just improve
what we have, do a better version of something, but do it in a totally
different way that the world would swing towards”. Steve Wozniak
“And so we fall in love with Steve because he gave us these toys that were
not only fun but really useful. Wow!” – Les Kaye, Abbot, Kannon Do Zen
Center
“It’s upended industry after industry, it’s forced everyone else to follow in
his path, and it has touched billions of people”.
“He will be regarded as the person who unlocked the creativity of a whole
generation”.

Transcript | 30
“He’s changed the way we look at computers, phones, how we share,

interact. He’s going to inspire a whole new generation. A 5-year-old 20
years from now is going to create and design and invent and define a
world totally different than the way we see it now, and it’s going to be
because of Steve Jobs”.
“Even then he had this ability to bridge a very intellectual world of high
technology with something that everyone could relate to”.
“Here’s a guy who revolutionized the computer industry, the music

industry, the motion picture industry, the telephone industry… There’s
4…And maybe more, I don’t know, but certainly those 4, and if you
compare him with Edison, well, there was the electric power industry,the
motion picture industry, and the music industry. Edison only had 3. That’s
impact”.
To find out more about Steve Jobs and watch the program again online, go
to pbs.org.
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Steve Jobs One Last Thing (2011 Documentary)

This intimate portrait is a revealing insight into Steve Jobs’ life…

His career…“He shook up a whole industry.”

His character…”Steve loved those creative ideas”.

His faults…”Steve ultimately betrayed everyone”.

His artistry…”Just the smooth lines of it”.

And his achievements…”He is going to inspire a whole new generation”.

By the people who knew him best.

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“I’d give a lot to have Steve’s taste”. – Bill Gates

“Now there’s one more thing.”

Steve Jobs “One Last Thing”

Steve Jobs’ world-class salesmanship found a global audience in his

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famous Apple product presentations. He always had “one more thing” to

His closest childhood friend was Bill Fernandez.

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The two boys shared the same hobby.

This neighborhood we grew up in had a lot of Lockheed engineers in it,

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The pair quickly moved on from phone-jacking for fun to creating

It’s a fond memory for Steve Wozniak.

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“Selling for £110,000.”

From the hippie days of 1970s California, a handful of teenage geeks

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“I wanted it to happen so badly, I gave this computer away. I gave away

But Ron’s opinion of Steve Jobs was not so hot.

Wayne acted as referee in a minor difference of opinion between the two

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“Well, Steve Jobs was so impressed with my diplomacy in that particular

10% of Apple today would be worth $37,631,420,312.42, but despite his

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Jobs drew on a diverse range of influences to feed his creativity, including

“The other students brought him to me like they were bringing me

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seeking advice on a font.

“I never touch computers. I write everything by hand. Getting letters in

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ALSO READ: Lessons of Steve Jobs: Guy Kawasaki at TEDxUCSD

ALSO READ: Josh Shapiro: "Los Angeles Community Broadband

“As I entered Walgreens, I had in my mind most importantly was, “where

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thought about the underarm deodorant as the right solution. And I

Apple’s history interweaves with Microsoft’s. Their CEOs gave a unique

But then there was a floating…

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“I’m not fake Steve Jobs”.

“Steve is so known for his restraint”. – Bill Gates

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“Neither person is hugely likable. Certainly Steve Jobs is an acquired

Which made him a natural subject for “playboy.”

Interviewing Jobs was a unique experience for writer David Sheff.

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Jobs and Sheff quickly became close friends.

Turn on, tune in, rock out.

“He was always so excited about everything, and we went to movies

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Life had been good for Steve Jobs.

“President John Sculley admits Apple will be just another personal

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“He felt so betrayed, so angry, so disillusioned that Sculley was, in his

“I think at first it was a tremendous disappointment, which I can certainly

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