Steve Jobs: a biography by Romain Moisescot - 1 / © Copyright appeared on the cover of Time Magazine (Microsoft chairman Bill Gates was supposedly. Introduction: Steve Jobs and the “Vision Thing” 15 Since Steve Jobs spoke his mind, to the de- —New York Times Magazine, January 12, has been the chairman of CNN and the managing editor of Time magazine. He is the author of Einstein: His Life and Universe, Benjamin Franklin: An American.
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TIME Magazine Cover: Steve Jobs Week's Cover · Steve Jobs in his living room in Cover Credit: NORMAN SEEFF. A gallery of TIME's coverage of Apple and its. NEW YORK CITY, March 20, Steve Jobs is gazing at an– cient Greek influential cultural figures of our time, the motivating force behind the idea that. His saga is the entrepreneurial creation myth writ large: Steve Jobs cofounded One of the last times I saw him, after I had finished writing most of the book, I asked him .. “Mike taught me that people do judge a book by its cover,” he told me.
TIME indeed picked a rather unconventional person of the year that year—or, rather, non-person of the year.
Those words might seem like enough to make any computer executive happy, but not everything in the story was positive. Here are the relevant sections that make a difference in the movie:.
Jobs rhymes with lobs did not make the revolution alone. He did not even make the machine that made the revolution, the Apple II, the personal computer that along with its other skills seemed to mint money. He worked from some pre-existing technology, scaling it down radically and making it affordable to consumers as well as corporations. But it never crossed my mind to sell computers.
Jobs has been instrumental in selling hundreds of thousands, possibly millions, of Americans on the new technology. The Jobs sales skills will be hard pressed in the months to come. Some of a staff of 70—one of whom is still a teen-ager—are putting in seven-day, hour weeks on Mackintosh, working under Jobs. He runs over them, snowballs them.
His personal life was also precarious. He again met the woman with whom he had spent the summer in the mountains, and she became pregnant before they finally broke up anew. The baby, a girl, was born in the summer of , with Jobs denying his fatherhood and refusing to pay child support. It may be noted that the baby girl and the machine on which Apple has placed so much hope for the future share the same name: He did grace the cover of TIME eight times: The simple fact that such a massive OS transition happened is a technical feat in itself.
The Mac OS X team worked very hard and released six major version of the system every year or so, between and , each time with more stability, rapidity, and features. The continuous improvement of Mac OS X and the powerful core technologies and development tools it provided proved key in the Digital Hub strategy that Steve Jobs described in January He decided to use Apple's unique knowledge of making both the hardware and the software to do just that: His first move was to bet on what he called 'desktop video', the ability to shoot and edit personal movies on your Mac.
He was convinced that desktop video would be as big a deal as desktop publishing had been in the s, and in , he introduced the iMac DV and a digital movie editing software, iMovie, to pioneer that concept.
The iMac DV was a hit, but desktop video failed to catch on as Jobs had hoped. After a much introspection, in , the Apple executive team came up with a new paradigm for the Mac that would set the company's destinies for the coming decade.
They took the idea of desktop video and decided to expand it to the other consumer digital devices that were rapidly becoming mainstream at the time.
Apple would write software for the Mac to edit and store all the new digital content that consumers created — and these apps would be so powerful, delightful and easy to use, that they would entice PC users to switch to the Mac. The Digital Hub strategy was born. Steve Jobs explained it to the Apple community at Macworld in January , the same day he unveiled the 2nd and 3rd of the iApps: Other iApps would follow: In many ways, the juggernaut that Apple became was shaped by very smart decisions that Jobs and his executive team took in the crucial timeframe.
We've talked of Mac OS X and the Digital Hub strategy, a crucial product and a crucial strategy that were both unveiled in January A third key decision was taken in and unveiled in mid Although it is easy to approve of this strategy in retrospect, it was far from an obvious choice back in May , when the first two retail stores were inaugurated. PC maker Gateway was shutting down its own retail stores one after the other, and the analysts consensus at the time was that niche player Apple would burn precious money in this economic downturn on a foolish and dated idea.
On the other hand, Steve Jobs explained that only in an environment fully controlled by Apple, with Apple-trained staff and only Apple-compatible products, could the superiority of Macs be fully appreciated by consumers.
Finally, it was in that Jobs started realizing his mistake of betting only on digital movies, and reoriented the company's efforts to another media: Digital music file-sharing service Napster was at the peak of its popularity, and all the young people were not spending their time shooting movies, but rather downloading and listening to MP3 music files. That's why, in March , Steve Jobs started a crash development program to develop an Apple-branded MP3 player before that year's holiday season: On October 23, , he introduced this cute white digital device to a small group of journalists in the company's campus auditorium.
The tagline was '1, songs in your pocket', and there was great emphasis on its symbiosis with the iTunes app. But no one in the room, Jobs included, had any clue how important it would turn out to the company's future.
The first digital music player that people loved, iPod was a commercial success from the day it debuted. It was released, of course, as Mac-compatible only, because its goal, just like iMovie or iDVD, was to help sales of Macs.
But it came at a time when a lot of people needed a good MP3 player, and despite its rather high price tag, a lot of PC users ended up downloading it too, hacking it so they could use it on their machines. This had Steve Jobs and his team think a great deal: Although Jobs was opposed to the latter idea, he eventually relented, and the first Windows iPods were introduced in July at Macworld New York.
However, it was soon becoming clear that iPod benefited from music piracy, and that its sales could go even higher if there was a legal way to download music.
Steve Jobs didn't wait for the music industry to reinvent itself. He went to all record labels to negotiate landmark deals that would lead to the introduction of the iTunes Music Store in April Ironically, one of the arguments he used was that the risk to music labels was quite low, because of the Mac's small market share iTunes was still Mac-only. The first compelling legal alternative to illegal music file-sharing, the iTunes Store was an instant success, selling one million songs in its first week.
It not only helped the sales of iPods, but it eventually reshaped the whole music industry. It was introduced to Windows as well six months later, in October Despite this great success, Apple didn't rest on its laurels.
It is really after iPod mini came out that iPod became the cultural icon it is now known as. The phrase 'Walkman of the digital age' became commonplace to describe it, and in July , Steven Levy of Newsweek wrote an emblematic cover story entitled 'iPod nation'.
By that time, iPod had become synonymous with music player, and the iTunes Store had sold over one billion songs. Although iPod changed the music industry and the way everybody listen to music, the most important change it carried was probably that of Apple. It was iPod that revealed the future of Apple, not only as a PC manufacturer, but as a consumer electronics powerhouse. It was also iPod that broadened the company's expertise in the manufacturing, logistics and distribution of a mainstream digital device in gigantic proportions.
Finally, it was iPod which, through the crowds it attracted to the company's retail stores, finally helped the Mac business of Apple, whose growth rate outpaced that of Windows PCs starting in Steve Jobs openly said he would not make another deal with the Magic Kingdom company until Eisner was out.
Turns out his opinion was shared by many an executive at Disney — including Walt's own nephew, Roy Disney, who started a public campaign to oust the company's CEO in late He was willing to show his good will in ending the Pixar-Disney dispute. Steve Jobs took the opportunity to pitch him his new Apple plan.
He was going to introduced an iPod with video capabilities soon, and he wanted a movie store to go along with it. Iger accepted, and both men appeared on stage in October to announce that Disney would sell music videos and TV shows on iTunes. The audience of journalists was pleasantly surprised to see the CEO of Disney appear so friendly with Steve Jobs, and suspected there would soon be news on the Pixar side.
Meanwhile, Apple was seeing unprecedented success in all its businesses, not only iPod and iTunes. The retail stores were hugely popular, and a milestone was reached when Steve Jobs inaugurated the impressive 5th Avenue store in New York CIty, a glass cube facing Central Park. As for the Mac, it was gaining momentum on the market, benefiting from both the aura of the iPod, and the switch to Intel.
In the late s, Apple had run several ads to make fun of Intel's Pentium processors, which were commonplace in the Windows world.
That move to Intel was thus pretty bold, but in the long run turned out to be another wise decision. Not only did it make Macs more efficient, and pave the way for the super slim MacBook Air notebooks, but it also opened up a whole new set of customers of Apple. All Macs were running Intel less than a year after the announcement.
Around , he started a secret project to develop a tablet. But in , he realized that the technology that this group had developed, including a revolutionary touch-screen technology, could be used in a phone rather than a tablet. After two more years of development, including a harsh internal competition to prove that it was possible to make Mac OS X run on the phone, iPhone was introduced at Macworld on January 9, This keynote is often considered the best and most memorable of all of Steve Jobs's career.
In exchange for exclusivity, the carrier would pay Apple a share of all their iPhone subscription revenues. This was an inversion of the traditional master-slave relationship that carriers entertained with phone manufacturers. In the long run, it really put the phone industry upside down. Unlike iPod, all of Apple understood that iPhone would be a successful and rules-changing device, starting with their own company. Macs still mattered, but accounted for a minority of Apple's revenues already, and this decline would not stop any time soon.
Apple had become the most prominent digital device company. The original iPhone was successful already: Just like the Windows-compatible iPod, Steve Jobs was originally opposed to letting third-party software on the iPhone. It is impossible to overestimate the impact of the iPhone App Store, which ushered in a new era in mobile software.
Thousands of developers started writing apps for the iPhone platform, which became a competitive advantage for Apple that no other company has been able to catch up with to this day. Apple proudly showed off this rich choice of software in its TV ad campaign 'There's an app for that' that ran for over two years. Unfortunately, while he had never been so successful professionally, Steve Jobs had to start fighting cancer with renewed intensity.
In late , he had been diagnosed with pancreatic cancer of a rare kind, that could potentially be cured by surgery. However, against everyone's advice, he refused to have the surgery for nine long months. Instead, true to the ideals of his youth, he tried alternative diets and treatments, including acupuncture and seeing a psychic.
Only in July did he agree to have the surgery. He looked healthy for the next five years, and spoke publicly of being 'cured' of cancer at his famous Stanford speech in Yet at the WWDC keynote in June , few observers failed to notice how thin he appeared on stage, and concerns about his health started popping up again. They became increasingly frequent until December , when Apple made a shocking announcement that Jobs would not be the keynote speaker at Macworld , and that he was taking a medical leave of absence for six months.
Although he publicly denied it, the truth was of course that his cancer had come back. He was actually weeks away from death when he received a liver transplant in April But he came back to Apple, as planned, in late summer , healthier though still very frail in appearance. He was eager to bring the finishing touches to a new project very dear to his heart.
The iPhone had spun off the idea for a tablet device back in , and it was time to restart that project, which of course led to the introduction of iPad. It would therefore benefit from the rich variety of apps already present in the iPhone App Store. Although iPad was welcomed by mixed reviews when it was introduced in January some dubbed it a "larger iPod touch" , it was always clear to Steve Jobs that it was 'the biggest thing [he'd] ever done' — the ultimate post-PC device, an eventual replacement of PCs for the average user.
He laid out his vision clearly at the D8 conference in May , where he compared PCs to trucks, which still existed after cars were invented but were only for professional, niche use.
This perspective on iPad was reiterated in a series of TV commercials where the narrator, the 'Apple voice', explained how revolutionary iPad was and how the revolution had 'only just begun'. Unfortunately, Steve Jobs' health, which had seem to recover throughout , started declining again. In January , he announced he was taking a new medical leave of absence, this time without saying when it would end.
Everybody started talking about his upcoming departure. However, he deemed iPad and iOS so important that he still made two major public presentations at Apple event. In many ways, the iCloud announcement was of similar importance as the Digital Hub Strategy introduction ten years before. It was not only a product, but a master plan to get consumers to adopt iOS devices and lock them into the Apple ecosystem. The iCloud introduced in , which allowed users to sync email, documents, and media across their Macs, iPhones, iPod touches, iPads and Apple TVs, was only the first step in that direction.
It was crucial to Steve Jobs who clearly put iOS as the most important part of Apple and the key to its future. The resurgence of Steve's cancer was a painful reminder that it was time to 'put his affairs in order' before his passing — and he did. He made sure that Apple was ready to operate without him: He also consolidated his executive team and agreed with the board that his natural successor would be his second in command, COO Tim Cook.
Finally, at his last public appearance in June , he unveiled his plans for the future Apple campus in Cupertino, a huge spaceship-sized building in the shape of a perfect circle. All of this was in place when, because of his increasingly deteriorating health, he resigned as Apple CEO on August 24, Jobs also prepared his personal legacy. In , he finally started giving interviews to journalist Walter Isaacson to prepare for his first and only authorized biography, giving him his perspective on his life and career.
He also spent his last days designing a boat for his family on which he hoped to travel the world. Unfortunately, death took him too soon, and he died peacefully at home on October 5, , surrounded by his family — the day following the introduction of the iPhone 4S, an Apple event that he watched from his deathbed. Paul Jobs and his young son Steve, age 2, Jobs posing with Apple II for an advertisement, Steve and his newborn daughter Lisa, Jun John Lasseter and Steve Jobs, Steve Jobs and the original iMac, 6 May On the cover of Newsweek, 26 Jul The iPhone introduction, Macworld, 9 Jan Portrait with iPhone, by Joe Pugliese.
Steve and his wife Laurene after the iCloud introduction, his last keynote, 6 Jun