Steve Jobs Biography Summary: Reality is Malleable

Published by Aditya Agarwal on

Steve Jobs changed the world with Apple, Pixar and Next. Mac, iPod and iPhone are all his works. Today we talk about major events of his life along with Reality Distortion Field.

Birth And Childhood

Joanne Schieble and Abdulfattah Jandali, two University of Wisconsin graduate students. their Relationship continued and had a son. They knew before delivery that the kid needed to be given up for adoption. Because Jandali was not ready for relationship, and wanted to back out. Joanne couldn’t have child.

The only condition they kept was that the family to which they give their child for adoption should be college graduates. The kid was assigned to lawyer family, buy on delivery day they backed out as they wanted girl, as a result he was placed with Paul and Clara Jobs. They took the adoption and on 24th February, 1955, the a boy was born. Who was named Steven Paul Jobs. They were not college graduates.

The irony is that like his parents Steve also at the age of 23 had a kid before marriage, who was Lisa Brennan Jobs. Another irony was that Paul and Clara Jobs had promised to get him to college if his choice, but he was a dropout from college.

Steve Jobs was very much attached to his father. He developed the attitude of perfection by his father’s craftsmanship. His father used to state, a good Carpenter would not put a lousy piece of wood in back if his cabinet. He would find the best piece even when it would be facing wall. At the age of 5 the parents shifted from San Francisco to Mountain View, California.

Reality Distortion Field, is basically seeing the reality from Steve Jobs eyes. Steve Jobs could ignore Reality to focus on one thing. This included ignoring cancer to focus on Apple. He could change Reality by creating illusions. Here Reality does not mean changing facts (that will be manipulation). Reality Distortion Field is distorting the reaction to facts. For eg. when he became iCEO of Apple, they were on verge of going bankrupt, there was no hope. He got Bill Gates to invest over $100 Million. Going by data and analytics there was no possibility that would have found Apple a good investment option at that time.

But Steve Jobs presented a different perspective, and he didn’t beg Bill Gates, neither did he threat Bill Gates. And that is beauty of Reality Distortion Field. Many a times people think it is a hack or a trick or a mind game. That can be illegitimate. But Reality Distortion Field is a way to think. It is a different way to perceive world. That took Steve Jobs to success.

One of the initial inspiration of Steve Jobs included real estate developer Joseph Eichler. His company had 100s of homes in various parts of the country. Eichler’s inexpensive houses had floor-to- ceiling glass walls, open floor plans, along with many other things. This made it liked by the whole of the america, for it provided high quality living at affordable priced.

Eichler did a great thing, houses were smart and cheap and good. The beauty was that they were really simple and had clean design. Jobs appreciated it and remembered it till late in life. They had awesome little features, like radiant heating in the floors. Jobs said that his appreciation for Eichler home made him passionate for making nicely designed products for the mass market. “I love it when you can bring really great design and simple capability to something that doesn’t cost much,” he told that it was the original vision for Apple. That’s what we tried to do with the first Mac. That’s what we did with the iPod.

Steve would believe that his adoptive parents are his real parents. Even though we was aware of reality, he would still say his parents were his adoptive parents.

Steve Jobs and Steve Wozniak both were pranksters. Jobs is in his initial classes had his friend called Rick Ferrentino. They played many pranks. Once they hung up a notice for kids to bring up their pets the next day. The next day teachers unaware of it got totally puzzled when they saw in school dogs running behind cats.

Steve Jobs was taught how to read by his mother before when he started to go school, as a result the things he learnt in school were felt boring. Teacher had to bribe him to get him to do work. Once his teacher give him a huge pile of homework and promises some sweets in return if most of it was right. He finished it within 2 days, which was amazing for that age of kid. She did not have the treatment to all kids it was that she bribed Steve only. Turns out she had seen some spark in Steve and was aware of his intelligence. She understood Steve’s caliber.

He had a good IQ also. In Walter Isaacson’s biography, near the end of 4th grade Jobs was tested. Jobs said: ‘I scored at the high school sophomore level.’ This means he was a 4th grader performing at the 10th grade level. He was really good in his studies, and school even suggested him to skip 2 grades though his parents took only 1 grade jump.

The bullying that Steve Jobs faced must have been too much for him at school because one day, he came home and told his parents that he “wanted to transfer schools or he would never attend school again”. After that statement, The parents agreed and the family moved to another city, which was Los Altos, California, where he was able to attend Cupertino Junior High

Steve Jobs and Wozniak

He Was good at doing pranks also. That too related to electronics. Once he wired the whole home with speakers. As speakers can be used as mic also, he secretly listened conversation of his parents. When parents got to know about it, he was scolded and he had to remove the wiring. These tantrums and creative way to see world was sometimes the cause of scolding also.

The meeting between Steve Jobs and Steve Wozniak was the most significant meeting in the Silicon Valley, after Hewlett and Packard Met. Steve Wozniak nicknamed ‘Woz’, was 4 years older to Steve Jobs. Their meeting paved the way for many great things that happened in tech world. Steve Jobs when went to Reed College his Parents who barely made both ends of month meet, had to gather enough money, to take him to the Reed College. Steve Wozniak’s father was electronics guy, and he developed the interest for the same later in life. He was a hardware enthusiast and he was proud of that. Woz never wanted to be businessman or be into changing the world in the manner Jobs did, he simply wanted to remain with electronics.

He with his father’s electronic errands, used to imagine his life in future, where he had a computer with size of notebook fitting on a desk. Remember this was 1960s laptops were not a thing. His father said the computer will cost as much as house, Woz said, “I will live in apartment”

He believed that their are 2 kind of people, one who is wealthy, strong muscular and work to gain power. And others were who wished to build the world. He was the second one. He always liked what engineers did. Build and improve world. They make life easier, and help people accomplish 5 days work in just 4 days. He developed a game with his friends that gave electric shock when touched. Woz proudly stated that it was a game of hardware guy and software guys would never play it.

He like Jobs was into playing pranks in his school. He was really good in mathematics. He showing his prankster nature, developed a ticking machine that sounded like time bomb and put into school locker. It was made to tick master when the locker was opened. He was later called that day to Principal’s office. Woz assumed that he had won the prize in Maths competition. But he was scolded badly for it. He ran away and could not control his laughter for what had happened.

He once developed a electric ticking  machine, and placed it in the school locker. Principal told how he extracted the ‘bomb,’ he ran out to the football field, and dismantled it that too while laughing loudly. “We first met in 1971 during my college years, while he was in high school. A friend said, ‘you should meet Steve Jobs because he likes electronics, and he also plays pranks.’ So he introduced us.”

He left the University of California at Berkeley before he finished his degree in order to work for Hewlett-Packard. He and Jobs were very involved with a local organization called the Homebrew Computer Club, where they discussed and experimented with hardware and software, including video games. It became clear to them that the personal computing era was about to heat up significantly.

Blue Box

Both of their partnership flourished due to blue box prank. The fusion of pranks and electronics that secured funds to start Apple—was launched one Sunday afternoon when Wozniak read an article in Esquire that his mother had left for him on the kitchen table. It was September 1971, and he was about to drive off the next day to Berkeley, his third college. The story, Ron Rosenbaum’s “Secrets of the Little Blue Box,” described how hackers and phone pranksters had found ways to make long- distance calls for free by replicating the tones that routed signals on the AT&T network. “Halfway through the article, I had to call my best friend, Steve Jobs, and read parts of this long article to him,” Wozniak recalled. He knew that Jobs, then beginning his senior year, was one of the few people who would share his excitement. Steve Jobs was picked up by Woz and both drove quickly to a library at SLAC [the Stanford Linear Accelerator Center]. They read the technical things, and it was real. Everything including frequencies were real. They decided to make one for themselves and take it a step forward by making a digital Blue Box, which no one had made at that time.

Steve Jobs due to his way of seeing the reality differently, could find opportunities that other people couldn’t even imagine. Steve Wozniak got to know about the Blue Box first, amd they made it for fun

They made a prototype and tried to call Woz’s uncle, they called a wrong number, but it worked. They sprung up and were shouting about the fact they were calling for free, they were calling from Blue Box and they were using Blue Box.

Their prank had more scope than they initially anticipated. They tried to make more of these and sell in public. They made it in a compact size with the boards and all material summing to around $40 per piece. Like Apple does today, they added heavy profits, and sold it for $150. This was what funded the start of Apple. Steve Jobs and Steve Wozniak were the two main founders of Apple. Woz was more active during the earlier part of Apple. He was the man behind the first 2 computers of Apple, the Apple I and the Apple II.

Reality Distortion Field

Steve Jobs has an amazing art of convincing people towards something. In front of him, the reality was malleable. His this art got coined with the term Reality Distortion Field.

there are many examples that prove that Steve Jobs had a talent of convincing and persuading people for a task. The term Reality Distortion Field was coined by Bud Tribble. The term was taken from a Star Trek episode, where Aliens use it to create their own world.

Steve Jobs was not at all awful, on paper he may seem to be awful, but it was the way of speaking that could make him feel awesome in fact inspiring here is a Reality Distortion Field example to prove it. I will tell you classic office condition where your employee refuses to be able to a task and you have to get it done. How would Steve Jobs get it done?

Many times people call Steve Jobs awful, but this is his secret to success, in simple words, Steve Jobs saying an employee, to reduce the boot time of mac by 10 seconds when the employee says he can’t shave off a millisecond. But Steve Jobs asking to shave the time at any cost may make him feel like he is awful, but in this beautiful example Reality Distortion Field didn’t really make him feel awful, rather it was inspiring and motivational.

Steve Jobs in 1984 was working on Macintosh computers. Engineers working on Macintosh were asked to reduce 10 seconds from boot time. Disagreeing with it, engineers refused to be able to reduce even a millisecond from it. Steve Jobs, using Reality Distortion Field addressed engineers to say, ‘would you reduce it’s time if someone’s life depended on it.’ The engineer got a bit puzzled and understood some seriousness and importance of his project. Reality distortion Field was changing the way the engineer saw his work.

Steve Jobs made a point that thousands of people would daily waste 10 seconds more booting the Computer. The sum time amounting to many lives. Now this is when he understood that his work in reality was not just a work but a contribution to humanity and future.

A few weeks later the engineer, came up with rewritten code and reduce the time by 20 seconds. Now That’s Amazing. Steve Jobs could have said that he is the boss and it was a order to a junior. That could have worked short term. But what he did changing the perspective with Reality Distortion Field, and the worker never questioned his work again.

The Term Reality Distortion Field is often used to talk about Steve Jobs’ presentation skills. Most of the people describe it as a fancy name for Pretending or lying, while I call it a real gold.

It doesn’t really mean pretending it can be a better-called mind game. When you without saying something make people fell in a particular way it is called Reality Distortion Field. The most common story about Reality Distortion Field include the following:

When Steve was working at NeXT. He had a meet Jonathan Rosenberg, who was at Google and many others come up to see his newly designed software.

Jonathan in the book ‘How Google Works’ gives this Reality Distortion Field example, where during the presentation they knew many things were wrong but couldn’t express how they were wrong. After meeting confused as they went back to car parking they realized Steve waiting for them, to express more thoughts. Finally, they had to agree with him, even though no one approved it. That was the beauty of Reality Distortion Field.

Another miss conception about this whole idea of Reality Distortion Field is that it can be used anywhere without the other person getting to know that he is in the field. This only happens when Reality Distortion Field is applied completely. We have already said that it is not manipulation. When you lie or tell wrong facts then you shall remember that person standing next to you is not a fool. Sometimes you have to be brutally honest to earn respect.

After he returned back to Apple in 1997, Jobs summoned Apple’s top employees to the auditorium, and, wearing shorts and sneakers, got up on stage and asked everyone to tell him “what’s wrong with this place.”

After some murmurings and bland responses, Jobs cut everyone off. “It’s the products! So what’s wrong with the products?” Again, more murmurs. Jobs shouted, “The products suck! there’s no sex in them anymore!” That’s how you make people understand loopholes. By lying you shall not only lose respect, but also that makes the road more clearly.

The thing is he didn’t say a word about the importance of the work, he always presented it as a cause. When he launched iPod he didn’t say 1GB storage, he said 1000 songs in your pocket. Now that feels good. A change is perspective due to Reality Distortion Field.

Standing in front of his employees, Jobs told them, “we want developers to write small, efficient code, not Microsoft code.” His logic was that would optimize all over the place. The limit would become Apple’s advantage by forcing developers to do more with less headroom. Reality Distortion field was hypnotising all but one.

The staff seemed to like the logic — Jobs’ reality distortion field at work — but Shelton wasn’t convinced. “I was the only person who wasn’t accepting it because I knew how operating systems grow, how software grows.” Jobs thought developers would make their apps smaller, “but it wasn’t going to go that way,” Shelton says. Software code only ever balloons in size.

With Reality Distortion Field you can even change memories of people when we say who developed the GUI? You would say Apple or you may say, Steve Jobs. But that is not true. I will explain it in a minute. First let’s understand the idea, Steve Jobs basically when heard a new idea from someone which seemed to be good. He would put all his heart and soul to develop it and the result would be that he would talk and interact with so many people in developing it that naturally, people would think it was his idea. If you are confused, then no problem now read that story about GUI and then read this again.

Story is that Actually Steve Jobs, had allowed Xerox had allowed buying some shares of Apple at $10 per share, in return to which Steve Jobs got access  to Xerox Palo Alto Research Center wherein 1980’s they developed up revolutionary idea of GUI, Internet, and Mouse, Steve got enlightened and got to develop it.

Xerox had got a lot of scientists dedicated to developing new technology. Their development took place at a place far of which was known as Palo Alto Research Center or PARC in short. They developed a communication system similar to the internet, they developed a navigation system similar to a mouse, and the third idea blinded Steve Jobs. This third idea was the idea of Graphic User Interface. They have developed it to a great extent. But Xerox wanted to remain in making photocopy machines and as a result, they didn’t get much support. Steve Jobs put his heart and soul in development.

He put around a year to work it up so that the graphic user interface could ship with the very first Macintosh in 1984.

Whenever required make an instinctive decision, Steve was very good at it. Whenever possible try to find out what is right and do it, but if everything seems right then do as Steve Jobs said, “Follow Your Heart And intuition because they somehow know exactly what you want to be.” Most of the times it gets things right and in case it goes wrong most of the times you would be able to go back to it.

Be Yardstick of perfection demand perfection even if it is not required. A great carpenter would not put a bad piece of log in a cabinet’s back even if it is going to face the wall. Steve Jobs was same, he made a last moment circuit redesign to just adjust a small wire. Engineers suggested to let it be as it is, but it was Steve Jobs perfection that he wanted to feel sure that even though it would never be seen by customers still he would be sure that when that night he goes to his bed, he knows that he made the thing as great as possible.

Here’s The Thing

Here’s the Thing. You have to put stuff in perspective, you change Reality. You have to give people a cause or a motive for which they work. And that’s it that perspective will change the whole thing.

The point is all examples of Reality Distortion Field are just a change of perspective. Unlike manipulation where you present something wrong, or technically you lie, but in reality distortion field is when you present a point that is not lying, but that is not really true also.

Take my favorite example, when Microsoft launched their Zune PDA, they marketed some ‘X’ GB storage. When Apple had launched their iPod they said 1000 songs in your pocket. The point is that it may or may not hold a thousand songs. But the perspective that they presented allowed them to sell to like hot pancakes. They just put the things into different perspective. And that is why it is said that Reality is Malleable. You can bend rules.

This is the beauty of Reality Distortion Field, in manipulation, you lie in order to gain an edge over others. In Reality Distortion Field, you get an even greater edge, and you don’t lie, and this can be seen in all its examples. You just present a different perspective. A perspective that makes other people feel good.

Another Great example of Reality Distortion Field follows Andy Cunningham, a marketing expert was working with a photo shoot of Steve Jobs. In a hotel in New York, he arranged tables and chairs for Steve’s Photoshoot. It was a Fortune magazine shoot, Steve Jobs wanted Michael Jackson being played in the background so that he could feel good and get energized for the shoot.

So to make Steve behave they had to play “Billie Jean” soon Steve would start to behave. As the soon as the song would get over, he would start to lose control over himself and Andy had to rewind the 1980’s cassette and play it again for Steve Jobs to start working normally. He was setting the environment for himself. He couldn’t be a film star, but he could feel like one.

The thing is that it does ensure that another person doesn’t get to know about it. In manipulation, if a person has moderate knowledge also, you can be could in the act. But in the case of Reality Distortion Field that is not the case.

Reality Distortion Field played a really important role in the life of Steve Jobs, and it doesn’t seem that this talent is difficult to imply. All incidences were of day to day life, rather than being some real-world war or serious level of incidences. He is none of the above case used it does demoralize anybody. Rather he got unwilling things done from Others or in the case of a photo shoot with himself also. We should do the same with ourselves.

Steve Jobs 18 months after dropping out from college found himself direction less. He was still finding some aim in his life. And was living it without motive.

At such a time he shifted to live with his parents, in hope of change and discovering something new. At that time he found a thing that excited him. In magazines during those days there were many ads for Technical help wanted ads. One of them appealed to his mind. It was from Atari with the words ‘have fun and get paid’ he got inspired and motivated. He approached to the office. He went and reached with his unconventional style dressed in casuals. Even though he was not in standard style, infact wearing sandals, and no one liked his style.

He demanded job and refused to leave without. Employees approached the owner and asked if they shall let him in or call cops. He got intrigued with Steve Jobs and therefore let him in. He liked his style and gave him job.

Though peace did not remain for long. Employees complained that he smelled bad and it was difficult to work with him. Mainly because his idea that he didn’t need to bath if he took fruit diet was a total gimmick.

They complained for it, but Founder Nolan Bushnell liked him because probably he was able to charm in his eyes, or maybe it was his philosophical attitude or maybe his confidence or maybe his arrogance. Whatever it maybe he wanted to remain in touch with him.

He worked out a way, he gave Steve Jobs a night shift at Atari where no one else was their, and he remained away from quarrels.

Not all of his co-workers shunned Jobs. He became friends with Ron Wayne, a draftsman at Atari, who later became a investor and a 10% stake holder when he and Steve Wozniak started Apple. It subsequently failed, but Jobs became fascinated with the idea that it was possible to start your own company. “Ron was an amazing guy,” said Jobs. “He started companies. I had never met anybody like that.” He proposed to Wayne that they go into business together; Jobs being optimistic proposed that they design and market a slot machine. But Ronald Wayne refused. “I said that was the quickest way to lose $50,000,” Wayne recalled.

Steve Jobs while working in Atari was still not doing what he wanted to do. He later in life in Stanford Commencement stated that one only way to do great work is to love what you do. And one has to keep searching until he gets true love.


Turns out Steve Jobs himself spent a lot of time and effort to find what he did in his life. One of them was to go to India on his Spiritual Journey. This was mainly because Robert Friedland had been to India with Neem Karoli Baba, and insisted that Steve should go their. Steve agreed. He hired Daniel Kottke to accompany him during his journey. The main hurdle was reaching India. And he found the easier was to reach India, leveraging Atari.

Atari had been shipping its products in Europe, but the problem had been that there were technical issues, due to the requirement of them working on 50 frames per second in Europe, which was 60 in US.

Jobs spent few days in Munich solving the problem, where again he was met with people who criticized him, his not hygienic living, bad ethics and attitude. Steve departed for India, after reaching and adjusting India, he moved with bus to haridwar which is a spiritual town and is the place of origin of holy River Ganga.

There he found a book left by earlier traveller called, “Autobiography of a Yogi”. He read the book multiple times because there was not much that they could do there. One thing he learned very well from the culture there and from the book, was how less the people trusted facts. They trusted there instinct and intuition to a large extent. And somehow worked out. There was a trust to heart and soul rather than to brain. That inner feeling helped them to fight with harsh realities also very easily

their he attended Kumbh Mela, where 1000s of people took bath in Holy Ganga and another level of energy could be seen in people.

He got a chance to meet with a Hindu Holy Man holding gathering of his followers at the Himalayan estate of a wealthy businessman. He got exposure with spiritual people. He also hoped to get food to feed himself up.

As Jobs was eating, the holy man—who was not much older than Jobs—picked him out of the crowd, pointed at him, and began laughing maniacally. “He came running over and grabbed me and made a tooting sound and said, ‘You are just like a baby,’” recalled Jobs. “I was not relishing this attention.” Taking Jobs by the hand, he led him out of the worshipful crowd and walked him up to a hill, where there was a well and a small pond.

“We sit down and he pulls out this straight razor. I’m thinking he’s a nutcase and begin to worry. Then he pulls out a bar of soap—I had long hair at the time—and he lathered up my hair and shaved my head. He told me that he was saving my health.” Steve was later joined by Daniel Kottke in his journey. Steve Jobs was irritating but he could be generous. When Daniel’s sleeping bag got stolen, he covered him and supported him with funds. He gave him all his money so that Kottke can return back to Delhi.

He during his 7 months sometimes wrote to his parents also.

Apple I

Steve Jobs was still in his hurdle and tussle to find his love, when he got exposure to technology. Steve Jobs and Steve Wozniak had been part of Homebrew Computer Club, and had a keen interest with the same.

And when Steve Jobs started Apple it was just a leisure, they were never too serious about it until Apple I became successful, people at that time considered computer to be something that was more of productive end and less of personal use. And this feeling remained even in 2000s during Y2k bug, under which many people thought computers were dead. Some people took reality too seriously, while others changed reality.

Jobs became a Whole Earth fan. He was particularly taken by the final issue, which came out in 1971, when he was still in high school, and he brought it with him to college and then to the All One Farm. “On the back cover of their final issue was a photograph of an early morning country road, the kind you might find yourself hitchhiking on if you were so adventurous. Beneath it were the words: ‘Stay Hungry. Stay Foolish.’” Brand sees Jobs as one of the purest embodiments of the cultural mix that the catalog sought to celebrate. “Steve is right at the nexus of the counterculture and technology,” he said. “He got the notion of tools for human use.”

Stay Hungry Stay Foolish

And this quote of “Stay Hungry Stay Foolish” had caught him. What it basically meant was that: if you had hunger for knowledge then you would be called fools by many. You have to keep ignoring them because soon they would be jealous of you.

Jobs then returned to Atari, and was assigned to create a circuit board for the arcade video game Breakout. According to Bushnell, Atari offered $100 for each chip that was eliminated in the machine. Jobs had little specialized knowledge of circuit board design and made a deal with Wozniak to split the fee evenly between them if Wozniak could minimize the number of chips. Much to the amazement of Atari engineers, Wozniak reduced the number of chips by 50, a design so tight that it was impossible to reproduce on an assembly line. According to Wozniak, Jobs told him that Atari gave them only $700 (instead of the offered $5,000), and that Wozniak’s share was thus $350. Wozniak did not learn about the actual bonus until ten years later, but said that if Jobs had told him about it and had said he needed the money, Wozniak would have given it to him.

Steve Wozniak with his father’s electronic  errands, used to imagine his life in future, where he had a computer with size of notebook fitting on a desk. Remember this was 1960s laptops were not a thing. His father said the computer will cost as much as house, Woz said, “I will live in apartment”. That was again a attitude

He believed that their are 2 kind of people, one who is wealthy, strong muscular and work to gain power. And others were who wished to build the world. He was the second one. He always liked what engineers did. Build and improve world. They make life easier, and help people accomplish 5 days work in just 4 days. He used to develop his own hardware wonders and codes and show them to public and distribute for free. He just wanted to make life for people easy.

Apple’s Birth

Steve Jobs could find the opportunity in every bit and bite of it. Wozniak made a product and Jobs knew how to make money out of it, this happened with Blue Box, this happened with this chipset. And now it was the 3rd time. Steve Jobs pursues Woz to sell the circuit boards. Steve knew the value of code, and understood that professional work could not be done for free. He wanted to have funds to use it as fuel for their work.

This happened with Bill Gates too, when people started to steal his code, when he wrote what would become a famous letter to the club: “As the majority of hobbyists must be aware, most of you steal your software. Is this fair? . . . One thing you do is prevent good software from being written. Who can afford to do professional work for nothing? . . . I would appreciate letters from anyone who wants to pay up Woz was working as a engineer in HP and as discussed earlier about his nature, he was not interested to join hands for it. When Ronald Wayne came into play.

Ronald forces Wozniak to join Apple and proposed many ideas, Steve Jobs liked them to extent that he offered them a 10% stake in their company.

They required a name for their company, Steve Jobs and that time was going through his fruit diet and was going through farms of Apple, and decided to name his company Apple. The reason was that it represented his love for fruits, and Apple would be above Atari in any alphabetical list. Apple Computers was found on 1st April 1976, and many people thought it was a April Fool’s day joke.

After establishment Steve Jobs started to borrow money really fast, and spending without care. Ronald Wayne remembered the heavy losses he faced in his business of making slot machines, and as a result decided to withdraw. Ronald Wayne had some knowledge about writing agreements and legalities. He was the one who wrote it for Apple, and it looked quite formal. Later he submitted a form to withdraw himself from his position of partner and got $1500 for his 10% stake, had he sold it today he would have been in top 10 richest people in world.

Byte Shop

Steve Jobs and Steve Jobs gave a demonstration of their circuit boards to Homebrew Club. They showed of that their version was better than Altair, as they had all the components directly built in to circuit, they talked about the version of BASIC that they have written. But it could not gain much excitement in people as they were using a cut rate process rather than going for Intel 8080, and having everything built in was good for general public, but hardware guys knew how to do it. Having a ready made board didn’t bother all of them but one.

Paul Terrell was a hardware shop owner who had expanded from a single shop to 3 in no time. He liked their idea, because general public wanted it. He gave Steve Jobs his card and asked to remain in touch. Jobs arrived at his place the next day, showing that he remained in touch with Paul.

Paul asked if they could make fully assembled boards not just printed circuit boards. Assembling them could be good for hard core hobbyist but general public inclined towards more finished product. And he was willing to pay $500 per piece. Jobs immediately called Wozniak at HP. “Are you sitting down?” he asked. Wozniak said he wasn’t. Jobs nevertheless proceeded to give him the news. “I was shocked, just completely shocked,” Wozniak recalled. “I will never forget that moment.”

They needed some funds for investing and getting the necessary parts. He took loan from father of one of his high school friend. He visited Cramer electronics and as you can expect a young guy with little to no experience in electronics was not worth taking risk. Steve Jobs called Paul Terrell so that he could confirm that Steve was offered a $25,000 contract.

Jobs and Wozniak, plus Daniel Kottke, his ex-girlfriend Elizabeth Holmes (who had broken away from the cult she’d joined), and Jobs’s pregnant sister, Patty all joined hands to make 50 computers that would become Apple I. The garage of Steve Jobs, the kitchen and lobby facilitated as area for carrying out production.

Steve Jobs after the success of Apple I, Jobs realized that Paul Terrell of Byte Shop, who was his first customer was right. In order for a product to be a consumer product, it needed to be fully packed. He envisioned that next computer they produce should have everything from circuit boards to keyboard. He had learned from his father about being a perfectionist. He very well understood that a perfectionist will take care of things that no one observed. One of those things included ensuring that the power supply was also done well.

Apple II

Steve Wozniak was a hardware guy, and like all computer-hobbyists power supply was not a difficult task. But for a general person it may be difficult. Steve Jobs took care of it. He needed significant funds for carrying out its production. Steve went back to his old friends at Atari and had a meeting fixed with President Joe Keenan. Nolan Bushnell had liked Steve Jobs for his unconventionality, and he was the one due to which he got Jobs in Atari Before going to India. But Joe, never liked Steve’s style.

Steve put forth his idea and presented their plans for future, and asked for investments regarding the same matter. But because he was shabby, was without footwear and stinked, they refused. Another unsuccessful attempt was Commodore Computer Company.

This spur out a dispute between Jobs and Wozniak. Woz had always liked the idea of being engineer and was never upto businessmen and entrepreneurship, same was his father.

Jerry Wozniak stated that Jobs didn’t deserve a shit as he had not made anything. Jobs started to cry, he told Woz that he was ready to quit if they both were not 50-50. Wozniak knew he would have been freely distributing his hard work on streets if Steve Jobs would not have been their, and he respected Jobs. And another thing was Steve Jobs vision for consumer products. Steve Jobs was visioning a consumer product. He asked Ronald Wayne to design a case. He tried to make it as simple as possible, assuming that they won’t have money, but Jobs did not like his case. Result being him starting new search.

At a Homebrew meeting, he offered a local consultant, Jerry Manock, $1,500 to produce such a design. Manock, dubious about Jobs’s appearance, asked for the money up front. Jobs refused, but Manock took the job anyway. Within weeks he had produced a simple foam-molded plastic case that was uncluttered and exuded friendliness. Jobs was thrilled.

The cost for the plastic casing came out to be around a hundred thousand dollars. He needed funds. And he found this time apt to knock the door of Nolan Bushnell offering him a third of Apple for $50k. And Nolan Bushnell rejected the offer. A mistake that he realized late in life. Bushnell gave reference of Don Valentine, straight shooting marketing manager. He upon first meet found Steve to be odd, with his unordinary beard, and resemblance with Ho Chi Minh.

Valentine realised that he was having a vision but does not know anything about marketing and selling things, door to door salesmanship could never take him anywhere.  He asked him to make someone partner who had knowledge of marketing. Steve usually never used to like people older than him, giving him advice, but he took it. He asked Valentine for 3 suggestions. And Jobs in no time had Mike Markkula as a member.

Mike Markkula

Jobs and Wozniak both liked his personality and more important was that he loved what they both were doing and was well aware of the environment for he had worked at Intel earlier. their this partnership, shaped the future of Apple marketing and major portion of other marketing culture remained same for the next 20 years. It had a influence of John Sculley also when he was the CEO after 1984.

their partnership was such that Steve Jobs considered him a father figure. And he had set principle for marketing that are even followed and practiced today “

They broiled down their marketing over 3 basic principles with the first being: “We will truly understand their needs better than any other company.” This was to  insure that they could appeal to audience’s heart. Next was: “In order to do a good job of those things that we decide to do, we must eliminate all of the unimportant opportunities.” The third and equally important principle, awkwardly named, was impute. It basically signified that people’s opinion for a company or  product based on the signals that it conveys. “People DO judge a book by its cover,” he wrote. “We may have the best product, the highest quality, the most useful software etc.; if we present them in a slipshod manner, they will be perceived as slipshod; if we present them in a creative, professional manner, we will impute he desired qualities.

Now the company was setup, and investment done. The next thing was how to get it selling. This started with their first ever launch event. We know that Steve Jobs had great oration and presentation skills that were he used to sell products. The first West Coast Computer Fair was in the year 1977. It was in San Francisco and Jobs chose and booked a spot of his choice as soon as he got to know about the event.

Mike wanted to make a great impression on people so that they remembered people for long. And Steve had his perfectionist attitude. The result of fusion of both was attention to minor details also. Other companies had hard tables for display, Apple had a counter draped in black velvet. Steve Jobs even took care of the computer cases, he had his employees sand the cases that had blemishes. Mike sent both of them to a tailor in San Francisco for a perfectly tailored suit. Apple got three hundred orders at the show, and Jobs met a Japanese textile maker, Mizushima Satoshi, who became Apple’s first dealer in Japan.

When Mike Markkula was hired by Steve Jobs to make and work over marketing strategy of Apple, the company was worth just over $5k. But within 4 years due to his successful marketing strategy the sales increased such that they considered it was time to take Apple public. And they moved mountains with their product. It was the most over subscribed Initial Public Offering since 1956.

their $5k company was now worth over $1.79 Billion. This IPO gave rise to 300 millionaires who were given stock options at various instances. But Daniel Kottke one of his long time friends was not given stock options. Kottke was faithful and Loyal to Steve Jobs. And he expected Jobs to reciprocate it, but Steve didn’t consider him. He was a hourly paid employee and not a salaried engineer so we didn’t qualify, but he very well could have deserved Founders Stock Rewards. Steve Jobs could be weird at times. It seemed that his brain was wired a bit wrong. Kottke was disappointed.

Later in life we see that during the time of development, that he would question and threat his best engineers. During the Golden Age of Apple during development of iPhone, the only thing constant about his personality was Passion for Tech and Perfectionism. Rod Holt advised Steve that they should give their portion of shares to Kottke, he promised that he would put as much shares as much would Jobs give, and Steve decided to give 0.

Wozniak always wanted to be engineer, and business attitude was not prevalent on him. He gave 2000 of his stock options to mid level employees. He also gave portion of it to employees he fell short changed. He had a generous nature. For selecting investment banks he selected Morgan Stanley,  and the second one being Hambrecht & Quist.

Morgan Stanley planned to offer it at $18, even if shares were sure to shoot up soon. Steve Jobs questioned bankers that how they could charge them 7%, didn’t they sell to good customers. Hambrecht understood, that the conceptual unfairness in the system, by the time it went public stock was priced at $22. It went $29 on day 1. At age of 25, he was worth $256 Million.

Steve Jobs was a anti materialistic person and their were philosophical reasons for it, he was a Zen Devotee. He used to like elegantly designed products, imperfections were unacceptable for him.

When he used to go shopping for a table or any furniture for home, if he found slightest edge under polished or shipped, or smallest unnoticed rust on frame, he would come back home quick.

He loved Porsche and Mercedes cars, BMW audio etc. He never liked luxurious travels, personal staff or security officials around him. He drove his car himself. He was pretty good at bargaining, but he could forget bargains in case it is necessary for developing great products.

He was never too bothered about money, and that helped him a lot when he was at high in his 20’s and then got broke in his 30’s and then rebounded to become billionaire, his way of living simple yet unhygienic life never changed. Unlike most people who became billionaires or world renowned in world, he was never into charity. He liked to keep his things to himself. He didn’t even buy much gifts. Though his biggest personal gift was a whopping $750,000 stock worth gifted to his parents Paul And Clara Jobs. These came instrumental in waving of their bank loans. Inc. was the first company to have him cover the front page of a magazine.


At that time Steve Jobs was living with Chrisann Brennan who had been making fun stuff with him. They both enjoyed each other, and she loved his crazy attitude towards things. It was later that they starting going out together

The PC that they made were not much radically different from market, it was that they made a better design and better PC by integrating keyboard etc. together into one pack. They had put a case over it.

As far as the question goes, it is not the first PC that Steve Jobs made, it was Steve Wozniak’s PC. Now after this as you can expect Steve Jobs wanted to make his own contribution so that Steve Jobs can settle scores with Woz.

Brennan got a baby, and told that Steve was the father but Steve stated that he was not the only one with whom she was in bed, and therefore he refused to admit himself to be the father. Later as it turned out due to judicial works he had to accept it when he was found to be father in paternity test, and provide his daughter Lisa Brennan Jobs some compensations including some monthly payments. Later on… while building the PC that would be his own he named it Lisa. To remember his daughter. Lisa was a step in right direction. That was first PC that had things that were new to market and had better design.

He was found to be father in paternity test, and provide his daughter Lisa Brennan Jobs some compensations including some monthly payments. Later on… while building a Apple PC that would be his own he named it Lisa. To remember his daughter. Lisa was a step in right direction.

Steve Jobs always had some vacuum between himself and his daughter, even though he understood his responsibility.

Lisa Brennan-Jobs later in her life wrote a book regarding her relationship with his biological father- Steve Jobs. In her book she told that she had to ping pong between his father and his mother’s home.

Here we get to know about the character of Steve Jobs also. She states that Steve Jobs home was mostly empty. In one example, Ms Brennan-Jobs explained how her father had simulated sex acts on her stepmother, Laurene Powell Jobs, in front of  when she was just a child. An excerpt shows it “pulling her into a kiss, moving his hand closer to her breasts” and “moaning theatrically”. She disapproved it. From her father, she’s handed bits and pieces of the evidence of his love — roller skating, Wednesday nights of movies and carrot salad.

To some, what her daughter has shown is an unfair portrayal of Steve Jobs — as his widow, Laurene Powell Jobs, and his sister, Mona Simpson, assert in a joint statement saying that “Steve loved Lisa, and he regretted that he was not the father he should have been during her early childhood.”

Steve Jobs was a perfectionist, he had a weird personality, but there are things that he was great at. His brutal honesty is one of them. He might be trying to inculcate them in her.

When Steve Jobs told his daughter Lisa Brennan-Jobs that the Apple Lisa computer was not named after her, it was not a cruel lie to a little girl, she insists — he was teaching her “not to ride on his coattails.”

When Steve refused to install heat in her bedroom,  he was instilling in her a “value system.” When a dying Steve Jobs later told Ms. Brennan-Jobs that she smelled “like a toilet,” it was not a hateful snipe, she maintains — he was merely showing her “honesty.”


Steve Wozniak’s father earlier in life had scolded Steve Jobs saying that he didn’t deserve a shit, because he didn’t make anything. That was to some extent true. But Steve Jobs knew how to sell a product and knew how to find hidden opportunities. But he himself wanted to make something. Apple I and Apple II were Wozniak’s creations. Later. Lisa was a step in right direction. That was first PC that had things that were new to market and had better design.

But still he wanted to something more radical more dramatic but he couldn’t understand how. He got the right idea of what he wanted to do while doing Macintosh.

Jef Raskin who wrote Manual for the earlier PCs always had ambition to make cheap and affordable PC that were great on power. He became part of a project for new PC. The PC was named Macintosh taken from McIntosh which is a type of Apple

There have been many allegations Of Bill Gates stealing Steve Jobs’ idea of Graphic User Interface or GUI for Apple. Today we disclose the whole story including Xerox link. Bill Gates did not steal Steve Jobs idea. Gates himself stated that he went into Xerox’s home to rob it, when he realized Steve had already stolen it. Though it was a metaphor, for what happened. Confused? Don’t worry I’ll explain.

Bill Gates stated in this context as follows, “Well, Steve, I think there’s more than one way of looking at it. I think it’s more like we both had this rich neighbor named Xerox and I broke into his house to steal the TV set and found out that you had already stolen it.”

Story is that Actually Steve Jobs and Bill Gates were invited to Xerox Palo Alto Research Center in 1980’s where they showed up revolutionary idea of GUI, Internet and Mouse, Steve got enlightened and got to develop it. Bill didn’t got much into it and later when he realized it’s potential he went into developing it.

And now whole of the industry runs on Graphic user interface. Steve Jobs was good at realizing potential of newer technologies. Xerox could have governed the whole of computer industry but they missed the opportunity. Steve Jobs had already taken their idea so Bill Gates didn’t stole anything from Steve Jobs. Because it was the idea of Xerox.

If you are wondering that Steve Jobs might have stole the idea then that is wrong. The Palo Alto Research Center was highly confidential and no visits were allowed but when Steve Jobs allowed Xerox to invest in Apple at $10 per share he also got the permission to visit the Palo Alto Research center along with the team.

So after that he developed the Macintosh with Graphic User Interface, where each alphabet was not a character but a no. of pixels. The result was that each and every alphabet looked beautiful over it. But it made the whole PC slow.

Raskin wanted to cut costs at things, but Steve Jobs prioritize quality over cost. These were during the years of 1979 and 1980. One of them was the decision over processor to use. Raskin strongly proposed Motorola 6809, but Jobs wanted 68000.

But in order to achieve all those menus, icons, windows and various other Graphic aspects a powerful processor was required. Due to conflicts between them getting worse Scott asked Raskin to go on leave of absence. And Steve Jobs was allowed to work on Macintosh which at that time was considered a distinct project and not a major focus.


Steve Jobs appeared at cubicle of Andy Hertzfeld. Who was a engineer for Apple II. He asked Andy if he was good enough to work on Macintosh project and he showed a positive attitude. Hertzfeld asked Jobs some time to finish the project of Apple II at which he had been working so that he can hand it over to next engineer. Steve Jobs took of the power cord of the PC at which he had been working. He dragged him to the Macintosh in his Mercedes, and showed him his table. That table had been of Raskin’s earlier. their were some Xerox employees also that joined Macintosh’s team including Bruce Horn and Larry Tesler. Steve wanted to see a passion and excitement in their eyes when they saw MAC. And Steve was really certain to hire only those people who were passionate enough to work their.

Bruce Horn wanted to join another company due to better package and joining bonus, but Jobs on a Friday evening called him up and asked him to come at Apple the next day. Steve Jobs was super passionate and energized for Macintosh. His plans and ambitions for perfectly angles edges, a clean circuit board, mouse and a Graphic User Interface changed his mind. It was like “Wow!” And he had a change of thought, to join the mission

The IBM PC when shipped was over expensive and when Apple dissected it they found many things wrong and that was a relief to them, as it meant that they were ahead in competition.

When Macintosh shipped it was not received well. Because the GUI required more processing power, which PCs that time were incapable, this made it slow. Most people thought that Computer had to be something of industrial use rather than personal, therefore it took long to understand potential and also, people couldn’t understand the concept of GUI. As a result Lisa was what sold the most and brought them funds, even though Macintosh was a more revolutionary product and today Macintosh is only remembered but that time, it was Lisa. Apple to taunt IBM launched an advertisement in newspaper titled “Welcome IBM, Seriously” which meant they welcomed IBM to Personal Computer war

Steve Jobs believed that sometimes Simplicity could be more harder than Complexity. It was difficult to make something simple without reducing its functionality.

Eichler’s inexpensive houses had floor-to- ceiling glass walls, open floor plans, along with many other things. This made it liked by the whole of the america, for it provided high quality living at affordable priced.

Eichler did a great thing, houses were smart and cheap and good. The beauty was that they were really simple and had clean design. Jobs appreciated it and remembered it till late in life. They had awesome little features, like radiant heating in the floors. Jobs said that his appreciation for Eichler home made him passionate for making nicely designed products for the mass market. “I love it when you can bring really great design and simple capability to something that doesn’t cost much,” he told that it was the original vision for Apple. That’s what we tried to do with the first Mac. That’s what we did with the iPod.

And that could be seen almost all of it works. Like the original MAC logo was a pic of Newton sitting under Apple Tree. But then he wanted to make a simplified design he drew simple Apple with beautiful colors. Apple when shifted its office outside Garage, it had Sony’s office next to it. Jobs would often invade into it to borrow a brochure. He wanted a industrial look with fine edges, perfect angles etc. He was the same in software, he could spend hours changing spaces and margins for different aspects.

When making the first iPhone. They had to get a on screen keyboard, and he would have things and colors changes happening daily. He would constantly ask to change the blue of this element or increase the length of space bar. That was somewhere hard wired into him.

And the idea of simplicity with perfection remained their for long. He wanted to make things simple without loosing on functionality. And simplicity was seen in their clean looking brightly colored brochures and advertisements. He believed simplicity to be linked with ease if using products also. And his Simple Perfectionism was when he made the iPhone keyboard easy to use, and took care small details.


Apple’s Brochures constantly featured  “Simplicity is the ultimate sophistication” For example, he extolled the desktop metaphor he was creating for the Macintosh. “People know how to deal with a desktop intuitively. If you walk into an office, their are papers on the desk. The one on the top is the most important. People know how to switch priority. Part of the reason we model our computers on metaphors like the desktop is that we can leverage this experience people already have.”

Raskin had earlier envisioned the Mac to be portable, such that the display could be flipped over the keyboard and could be carried anywhere. Bust when Jobs took aware he gave up portability for better power and design. Jobs wanted to make it like a classic car not a Ferrari. A classic car never goes out of trend. He himself owned Porsche 911, and admired its design, he wanted its design to be simple, industrial and classic. He got the case for MAC made, and reiterated many times. With each unveiling of case, there was lot of excitement, but Steve Jobs always remained demanding more and more changes. By 4th iteration the visual difference between 2 versions was not very prominent, bust he could still find out need for small changes.

Bill Atkinson worked to optimize the software. The needed some workaround to draw circles with less computing power. The processor they were planning to use did not have capability to calculate squares of no.s to what he did was simple property of squares, calculating them by following a addition series. (for example, 1 + 3 = 4, 1 + 3 + 5 = 9, etc.).

Everyone loves the circles and ovals. But Jobs felt the need to draw rounded rectangles which he felt unnecessary. Steve Jobs took him to walk, and showed him rounded edges here and there, the whiteboard had rounded edges, the cars, the windows of cars etc. all had rounded edges somewhere or other. He gave in and re iterate the software and newer version showed rounded edges also.

He took care of detail in things like calculator also. His Calculator once ready remained consistent for 12 years. Chris Espinosa was given the task to make calculator.  And with each iteration came new criticisms. He would complain border to thick, or maybe button to small or wrong background color. So finally one afternoon, when Jobs came by, Espinosa unveiled his inspired solution that was a builder with which he could play and fiddle around like toy: “The Steve Jobs Roll your Own Calculator Construction Set.”

And he played with it till he designed the perfect calculator with perfect spaces that did not required reiteration to it for next 12 years.

He had his perfection in circuit boards also. He closely inspected the circuit board of Macintosh and he was surprising happily looking at it when he noticed the memory chips to be placed too closely to each other, and practically they never impacted but Steve Jobs reinstated amongst the engineers that he wanted it to be most beautiful thing they could make. Even if no one would see it, Apple needed to have internal satisfaction that they had created a great product. He believe creating anything could be a art. Steve Jobs was running Apple fine during 1980s, it was Mike Markkula marketing strategy, campaigns and principles that had got Apple decent pile of cash reserves, and his marketing principles somewhat live at core of Apple event today.

But Mike in early 1980’s presented his desire to leave Apple for personal reasons. This project had been quite good and went to long. Steve Jobs irrespective of his arrogance, had a impact of India and Buddhism, that was seen in the fact that he was self aware and understood himself really well. Even though he wanted to head Apple and explore new possibilities and success, but he knew it was not the time to do these experiments. As a result a search began for the new Director.

Jobs and Mike looked many options. They realized that they didn’t require someone from IT background, they needed someone who knew marketing and management, with some references their search narrowed down to John Sculley from Pepsi-Cola division of PepsiCo. He got renowned for his successful marketing campaigns campaigns including Pepsi challenge.


Sculley was invited on a meeting at Apple, he was at Los Angeles during Christmas time, spending time his his children. He took them to a Computer shop. And his marketing mind saw the faults in their marketing. He could see how poorly they were marketed. His kids inquired what made him so serious about computers and he told about planned meeting with Steve Jobs. As soon as he spoke they got excited and energized, for them Steve Jobs was a real Celebrity.

This made Sculley take Apple more seriously. Upon arriving at Apple, he could feel a different environment, which was more casual and more inclined to research and development. Steve Jobs in his amazing way talked how they wanted to change world and change the way people think about computers. He gave Sculley a 8 page memo, that gave Apple a lot of respect in his eyes. But it was a bit insufficient for him to leave PepsiCo and start a new league at Apple.

Steve Jobs and John Sculley both while having a meal discussed that Apple had a lot of capability to have a generation of its own. A paradigm shift in the way people think. Sculley told that what they did with the Pepsi challenge campaign was combine ads, events PR to make it a national buzz. It was like lighting a bulb, Steve Jobs realized that this was exactly what he wanted for Apple.

For Steve Jobs that was a exciting night as he got to learn a lot of new things and fun stuff, and for Sculley that was amazing to see amazing ideas and things that were going to shape future. Sculley could not sleep that night imaging future. Steve Jobs and Sculley became great friends. Once returning from Hawaii, he stopped by Apple managers got ready, and they were very excited to know that PepsiCo could purchase 1000’s of Macs for next few years.

He wanted Sculley to be first person outside Apple to see Macintosh he got the event arranged by Hertzfeld. And the presentation was energizing, with his wonderful theatrics and Reality Distortion Field Steve Jobs made it a point that he wanted to present a revolution. He was more of a showman. And he wanted to put all his oratory skills in it.

Jobs was able to impress Sculley with it, but he was still reluctant to leave Apple. They in a meeting discussed different aspects. One of them was $1 Million in salary and $1 Million in joining bonus. Jobs was ready for it. He was ready to even sacrifice his own salary to get him because Sculley was the best person he ever met.

Sculley uttered one last demurral, a token suggestion that maybe they should just be friends and he could offer Jobs advice from the sidelines. “Any time you’re in New York, I’d love to spend time with you.” He later recounted the climactic moment: “Steve’s head dropped as he stared at his feet. After a weighty, uncomfortable pause, he issued a challenge that would haunt me for days. ‘Do you want to spend the rest of your life selling sugared water, or do you want a chance to change the world?’”

That was like a brick hitting hard in head. He was speechless. For the first time he felt that his conscience didn’t allow him to say no. The environment at Apple was a whole lot surprising. Once Jobs in his arrogant manner was criticizing Lisa, when someone raised objection, that Mac had not been delivered. He could criticize once delivered. Sculley realized that at Pepsi. no one could have had courage to criticize the Chairman but Apple was different.

They had amazing partnership, they could complete each other’s sentences. To the extent that Jobs would freely call him late at night without bothering and ask him to get his presentations corrected.

Steve Jobs was gearing up for launch of Macintosh when the winds changed their directions a bit. Apple II was feeding Apple. But in the battle of personal computers many organisations in 1983, said that battle for personal computers was over.

IBM had a around 26% market share during those days, and has over a million PCs sold. They were expected to add another 25% by 1985. The pressure was all on Macintosh specially due to the fact that Lisa and Apple III were dead. And Steve Jobs had lot of things to get corrected. They were eyeing for launch in 1984, but they wanted their product to be 100% correct when they shipped it.

Steve Jobs at sales conference around that time, gave a speech, asking public if they want IBM to rule the industry, he talked about what all had IBM done wrong with their products and what was their vision for that matter. This energized the audience. As soon as it happened, a screen dropped to play a 60 second preview of their upcoming TV advertisement. This was done to counter negative reports in media against apple. And create a hype, in a manner similar to what John Sculley did for PepsiCo and make it a nation wide discussion topic


steve jobs

This silenced the media and the negativity. Now he had to get ready for the launch early in January because the war had just begun. Jobs being really pumped. But another hurdle came by. How could Macintosh ship with incomplete code. Hertzfeld and the engineers at Apple were not fully ready with the code to ship Macintosh. Steve was in Manhattan. They called him with their hearts beating fast. They calmly explained them the matter, and were ready to hear him shouting. He paused for a while, and as always his pauses made people uncomfortable.

They proposed that they could show existing software with Demo label, at events, and replace it with actual code when it is ready at the end of month. But Steve in humblest manner talked and told they couldn’t slip from deadline. He told that their team was great. So great that they are fully capable of getting it done. They can’t look back, because public pressure was mounting up. They were perfectionists and whatever they had made was already perfect. The extending of deadline was not worth it. He declared that the code would be shipped week from the next Monday.

It was a classic example of his Reality Distortion Field, that made team, gear up. They decided and were determined to get the code done. They were ready for all-nighters. When Jobs arrived in office on Monday, the code was complete, thanks to day and night work of coders. hertzfeld managed to drive himself home to bed. In a short while the first pieced of Macintosh started to come out of production line. When Jobs previewed the ad for the Apple sales force at the meeting in Hawaii, they were thrilled. But that was not the case with board, and some people considered it to be the worst commercial. Sculley got a cold foot. He recommended selling up some commercial Ad spots. Jobs showed the ad later to Wozniak and he also loved it. Wozniak volunteered to pay half the cost of the ad spots. But that was never required. Apple was unable to sell the longer 60 second ad spot.

The ad ran during the Super Bowl, and a theatrical and unrealistic manner, showed many drone marching an announcer calmly intoned, “On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like ‘1984.’” And that was rightly said because it was just start of 1984, and Apple wanted to set Agenda for the same. Jobs also mixed this advertisement with media coverage, and knew the recipe of how to excite people, and make them eager, probably a part of his Reality Distortion Field. He used his secret recipe of great media coverage for every launch, from Macintosh to iPad.

On  the day when they completed the code, excitement could be seen everywhere. Even though they were excitement there was this exhaustion for the relentless work they had done. Hertzfeld went home to get sleep, but then came back after 6 hours of sleep to see if everything was going right. The launch event at 24th January 1984 was still 8 days away, and things seemed sorted. When Steve threw the idea of a demo for intro that could show the world what they had done. Engineers thought it would be fun.

The launch event was supposed to include the television advertisement, the press previews for product and the massive unveiling of Macintosh, such that gave feeling to people that they were witnessing something unique, and it was a moment in the history, and it truly was such a moment. Hertzfeld to compliment it, wrote the code for music player within a quick period of 2 days. But Jobs concluded that it was a bit to incomplete so decided not to ship it. But we was thrilled with the speech generator that could convert text to speech. And Jobs considered it interesting. He wanted Macintosh should be first computer to introduce itself.

During rehearsals he kept experimenting with proper lighting and things, he wanted many small tweaks, such as improvement in scroll animation and many others. He was insane in that manner, and he noticed and was botheird about things that John Sculley didn’t even notice. In the morning that changed history, the whole auditorium was jam packed, Jobs appeared in Blue Blazer. And told that it was the biggest moment in his life. Everyone wished him Good Luck. He started with relevant discussions and talks for shareholders’ meeting. And later began with the most important part. Sculley reported earnings call. And then Jobs reappeared on stage.

“It is 1958,” he began. “IBM passes up a chance to buy a young fledgling company that has invented a new technology called xerography. Two years later, Xerox was born, and IBM has been kicking themselves ever since.” The crowd laughed. The agenda was set. He told the important position of Apple, and the responsibility of bringing down dominance of IBM that they had in their head. Soon after the initial welcome of IBM by retailers they were received by the fear of their dominance and full control of industry. IBM wanted it all. As a result the only alternative visible was Apple.

And Apple understood it well. People had got desperate to see the launch. The screen dropped and the advertisement was seen over it. Audience was thrilled. Jobs now showed back his presentation skills, when he showed the public, the Macintosh in person. He took off the cloth from the Macintosh, huge round of claps and cheers welcomed it and the word Macintosh blazed horizontally on screen, fortunately this time it worked perfectly.

“Hello. I’m Macintosh. It sure is great to get out of that bag,” it began. The only thing it didn’t seem to know how to do was to wait for the wild cheering and shrieks that erupted. Instead of basking for a moment, it barreled ahead. “Unaccustomed as I am to public speaking, I’d like to share with you a maxim I thought of the first time I met an IBM mainframe: Never trust a computer you can’t lift.” Once again the roar almost drowned out its final lines. “Obviously, I can talk. But right now I’d like to sit back and listen. So it is with considerable pride that I introduce a man who’s been like a father to me, Steve Jobs.”

This introduction made people excited for product. With some further on general discussions and information the event ended. Audience was thrilled and everyone loved it. It was well received by audience. That day they returned back to office to see a truck full of newly produced Macintosh computers. Each of which was presented to each of the member in ceremonial manner. A reported later from Popular Science magazine inquired about the market research Apple had done for their newly released Macintosh. Steve Jobs replied “Did Alexander Graham Bell do any market research before he invented the telephone?” And that was a great mouth shut.

History has witnessed many great partnerships of 2 legends that together changed the world. Few of these include the partnership between,  Albert Einstein and Niels Bohr another included Thomas Jefferson and Alexander Hamilton. Another such great partnership has been between Bill Gates and Steve Jobs. The leaders of Microsoft and Apple respectively. When most of the people hear the names of Apple and Microsoft together they assume rivalry. But their vision was different. They considered them to be great partners. This was seen years later when Apple was sinking, and it was the funding from Microsoft and return of  Steve Jobs helped it rebound.

Bill Gates

Similarities of Bill Gates and Steve Jobs included common interest in technology, eager desire to change computer world, and capability to have a far vision. They were 2 dropouts born in same year – 1955.

Bill Gates Unlike Steve Jobs was from a family where father was a lawyer and mother was a civic leader of variety of boards. He didn’t spend his childhood making “Blue Boxes”, and had a quite good hold over coding. He was really good at coding and was more practical, logical and empathetic than Steve Jobs. His tantrums from childhood include making, making a software for his school that helped schedule classes, though rather than a social cause, he used it in his own favor to get seated with girls of his own choice.

Jobs and Gates were different in their personalities and qualities but technology united them to a partnership. Jobs used to look down and Gates, because he had a bad taste of things, and was not as good in getting creative ideas and going into minor details. On other hand Bill Gates, used to look down at Steve Jobs because, Steve Jobs could not do coding. He considered Steve Jobs to be having a bad and arrogant personality. Though Hertzfeld has told, that Gates used to be intrigued by the fact that how he could influence and persuade people. That was a part of Reality Distortion Field.

Bill Gates later in life realized how good he was at imagination. Steve Jobs did not have much knowledge about coding, but still he could imagine the future and understand what could be a great product. And he understood it in many cases. The biggest including the Xerox PARC one. Where Steve Jobs learned the idea of Graphic User Interface or GUI, and was enlightened but Gates realized his potential late.

their partnership started with Macintosh. Jobs wanted the best software for Macintosh, and he saw the capability in Microsoft. He wanted Bill Gates to write a version of Word processor, a Spreadsheet software and a version of BASIC for Macintosh. Steve Wozniak had written a version of BASIC for Apple II, but he couldn’t update it to handle Floating Point. Bill Gates to get it done. Apple was a much bigger company at that time when compared to Apple.

Microsoft wanted to be as big as Apple. It, like Apple, wanted to be the next IBM, and had bet their company for it. Microsoft had more engineers working over Macintosh than Apple it self. Jobs admitted that Microsoft made crappy software but improved it very quickly. Bill Gates was amazed by the smooth animation of cursor that Apple had achieved, and it took him some time to accept that it could be achieved without using any additional software.

Apple made a deal to allow Microsoft to write all of the BASIC programming for Macintosh, in return for a agreement under which Microsoft will not make a version of its Spreadsheet software for next 2 years. Microsoft grabbed the deal. Initial plan to bundle Microsoft Applications with core Macintosh software was dropped, as it would upset other developers. The decision to un-bundle Microsoft software was financially beneficial to Microsoft as well. The Microsoft Excel was launched for Macintosh at a separate press dinner at New York’s Tavern on the Green.

In 2007, Bill Gates and Steve Jobs were interviewed in All Things Digital. Where they talk about the rivalry between PCs and Mac. “Kara: Are you competitors? I have to admit, I really like PC guy. Steve: The art of those commercials isn’t to be mean, it’s for those guys to like each other. PC guy is great. PC guy is what makes it work! Big laughs.” – Engadget. Apple’s goal is much more modest than world domination, said Jobs. “We don’t think we’re going to have 80 percent of the market,” he said, doubtlessly disappointing legions of Mac enthusiasts. “We’re happy when our market share goes up a point.”


With release of Macintosh, Steve Jobs rose to a tall position. His success was renowned. His wealth was big. He bought a duplex at Manhattan’s Central Park West and then a mansion in Woodside. Another thing that went up was his respect and status in Apple. He was now heading the Lisa and Macintosh division as they were organised under 1 team.

Steve Jobs could be brutally honest. His honesty was when he made Lisa team realize that they lost. He talked on brutally hardcore facts, and proved that Lisa engineers failed to create a product good enough. The result was that many people got annoyed. He also announced lay-off for a fourth of Lisa team. The result was some criticism but this reformed all the engineers that came to Macintosh team, to adjust to the new environment, new idea and have a new mindset for working on future projects. With the rise of Apple, the partnership between Steve Jobs and John Sculley strengthened again

In May 1984, Sculley finished his 1st year at Apple, Jobs got a lavish dinner organised. Where Sculley was greeted with top managers of Apple, board members and some east coast investors also. Jobs announced that it had been a great year, and 2 great memorable things happened in it. First was Sculley joining Apple and Second was the Launch of Macintosh. Sculley reciprocated the respect that Jobs and Sculley were the 2 leaders of Apple.

Apple executives had hired Sculley to control Steve Jobs, but they were acting as if childhood friends born for each other. their were incidences where Steve persuaded and pushed for a decision, and whole team of managers would disagree. Steve could get through the decision leveraging his position. And Sculley would do nothing. Jobs once took his father to his state of the art factory in Fremont, California. He had instilled the qualities of Perfectionism and beautiful design from his father, so he wanted to show his father how he performed.

He took him to a factory tour, and his father approved off the factory. He admired most of the factory. Things were not quite as sweet when Danielle Mitterrand toured the factory. The Cuba-admiring wife of France’s socialist president François Mitterrand asked a lot of questions. And there were questions that announced Jobs. One of them included concern for workers including Overtime and workers. He told that automation had kept labor costs low. She inquired via translator about vacations the workers got. Jobs said translator that if she was so concerned about workers, she could work in factory.

Upon hearing this Translator turned pale. A bystander who knew French, cooked up some dialogue on his own self rather than telling what Steve said, so that she does not get offended. Steve Jobs could be weird at times and he could show his brutal honesty without bothering about the consequences of what he did. He in anger moved out of the factory and sped his Mercedes straight to his Cupertino Office. He was over a 100 miles per hour, when police officer stopped him. He was scribbling the page, for writing charges, and Jobs told he was in hurry. Fortunately he was not a bad tempered policeman and let him go, advising Jobs to maintain speed limit.

As soon as he was over with police officer, he was again speeding over a 100 miles. He could be extremely desperate to do a thing. He couldn’t change reality so he would ignore it altogether. He would shift focus to another thing.

This was usually a negative of his Reality Distortion Field. He could focus on his office work by ignoring reality but that couldn’t win over facts.

And that was insane. The success, respect and the popularity due to his attitude was short lived. He was at his peak during initial portion of 1984, but in later portion of 1984, sales started to tremble. Major reason was performance. Macintosh gave output of each and everything in terms of pixels rather than characters. Result was that their were wonderful wonderful fonts, and each thing came up beautifully but it required more processing power and 20 to 30 times more memory. Lisa did that with 1000k memory, but Macintosh shipped with 128k memory.

Macintosh XL

The sales were down, Steve Jobs took an unusual move at the end of year, to push out Lisa that were yet to be sold. He sold them under the brand name Macintosh XL. It was a rare incident where Jobs sold something he didn’t truly believe in. The sales came up but everyone knew that reality would be out some day or the other. The 1984 ad was truly a heroic and motivating one. It could energize any one and was light on heart

The dark mood was evident in the ad that was developed in January 1985, which was supposed to reprise the anti-IBM sentiment of the resonant “1984” ad. The ad had managers jumping of the cliff, and was filled with negativity. It was disliked by John Sculley and Jobs both, but it had to be pushed because of protests by employees. And their promises to bring up the sale with this ad.

1985, marked a personal milestone in life of Steve Jobs. He had turned 30 years old, on 24th February 1985. Aging 30, is a milestone in life of most folks. Jobs threw a party for the same, turns out cash was jumping out his pockets. He threw a party and invitations were sent to a lot of invitations, they read “there’s an old Hindu saying that goes, ‘In the first 30 years of your life, you make your habits. For the last 30 years of your life, your habits make you.’ Come help me celebrate mine.”

Renounced personalities, old friends, coders, Apple executives and Managers, Partners etc. all were their to wish him. These included Bill Gates, John Sculley, Steve Wozniak, to count a few of them. Everyone gave their best regards, many of them took to stage and spoke, Sculley proudly said that he was the greatest visionary in a long time.

Back to office, not much developments had happened in a while for Macintosh. Hertzfeld had been on a leave of absence since launch of Macintosh, because he was tired and because he didn’t like his senior Burrell Smith.

When he got the news of bonuses given to Macintosh team, he reached office to claim his share, he told Belleville had refused to give Hertzfeld his credit. Later he discovered that it was Steve himself who stopped his bonus. Turns out, that he did it to persuade him to join back Apple. But Hertzfeld respecting his principles refused to return. Another thing he told was that Mac team had gone worse. They had become unproductive. Jobs gave excuse that Mac team had to grow, and things have changed.


Hertzfeld told that it is not the team that he would like to work for any more. According to Jobs Hertzfeld was over estimating his necessity in Mac team. Jobs told him that he was not required anymore, and as a result he never returned.

Burrell Smith also was unable to tolerate Steve Jobs, and could not get out of his Reality Distortion Field, so he decided to quit. This was not the end of people leaving Apple. Bruce Horn also decided to leave. Jobs claimed that everything wrong was due to him. Horn said that there were many things right that were due to him, for which he had to fight a lot. Jobs agreed. He showed his softer said, and asked Bruce Horn to remain in Apple, but he disagreed.

After Hertzfeld in 1984, and 2 more executives left already in 1985, Jobs was not Happy, when the biggest turbulence came. Steve Wozniak, the co-founder of Apple, who was working as mid-level employee for the Apple II, decided it was time to start his own company. He believed that Apple II engineers were disrespected, even when it was the biggest source of income for Apple for greater part of its history, and even after Macintosh, it was only Apple II generating the fund. He decided that this disrespect was intolerable.

The environment Apple was no more productive. their was negativity all around. This impacted relations between Jobs and Sculley also.

their were disputes related to some business and strategic matters. Sculley for example, wanted to maintain high cost for Macintosh for profitability while Jobs wanted to make it more affordable. Acting as catalyst were employees, who wanted Sculley to take control of organisation, and give a stern message to Steve Jobs. They asked Jobs to remain confined to his own Macintosh division and not to poke into other divisions. He agreed. But as sales of Macintosh started to disappoint, he started to lash almost every other manager he saw during the day. And mid-level managers started to unite against him, for a revolt. His mood swings had worsened, and their seemed to be no one to support him, not even the sales. He had seen a sharp downfall from the top of his peak in 1984.

Apple was never so confused and dysfunctional. their seemed no vision, and a blame game was being played. The engineers had become enemies. With some efforts Apple executives were able to silent Steve Jobs, but there was a vacuum in the company. Sculley worked up his nerve to walk up to office, never would have a CEO felt so nervous going in office of a manager. He took a Human Resource manager along to Steve’s office to make the confrontation more formal.

Sculley maintaining his nerve explained Jobs that no one admired him more than Steve Jobs did. That very moment Jobs knew their was a huge “but” coming up his way. Sculley told that he admired his vision, but it was not working up well. He wanted Jobs to step down from Macintosh division. He also accused Jobs of saying bad to his employees, and bad mouthing Sculley behind his back.

Mentally Disturbed

Jobs cried and was taken aback. He fired at him, and started to criticize Sculley. Trying to control his nerves, he informed Jobs, that he was going to put forth a proposal in front of board, to take away Steve Jobs’ position of running the Macintosh division. Steve Jobs got emotional, he couldn’t believe that Sculley who was a father figure to him, was doing this.

Steve Jobs felt the same confusion in his mind, that he had when he started Apple. It was a boat without a rudder. Jobs at one point would think of running Apple Labs, at other point he would count people to confront Sculley. At one point he would try to gain people’s support and at other he would criticize them on their back

The board wanted to hear both of their views privately. According to Jobs, Sculley was the problem because he had almost no knowledge of computers and was incapable of running company. In turn of Sculley, he told that Jobs attitude was taking Apple back, he promised that he will take Apple to new heights of troubles of Jobs got over. And he also said that if Jobs remained as leader of Macintosh, then Apple can find a new CEO for itself. He also promised that Jobs would be slowly made comfortable with his new role. As a result a unanimous decision came in favor of Sculley. May be the decision was right. But in history some people interpret it as the fact that they could lose a troublesome employee, but loosing a CEO would be a bigger problem. Moreover that impacted stock value.

Steve Jobs didn’t want change, and tried to resist the moment. He made promise to Sculley that he will prove himself as a good operator and reform himself. His proposal was unapproved by Sculley. He then again ridiculed Sculley and even without any authority to order, recommended that Sculley should resign.

Jobs knew there was no moving back. He couldn’t leave his grounds, but if John Sculley was forcing him to do so, then let the battle begun, he planned for a coup against him. He took his Macintosh team members, the ones who could see the world with his perspective to a dinner because he knew things were getting more and more uncertain. He needed a perfect opportunity and a plan to oust Sculley. The opportunity was provided when Sculley went to China to make some agreement for exporting Apple products to China

He started making plans and discussing with fellows, the news that Steve Jobs was planning a revolt reached to ears of John Sculley in China. He cancelled the trip and returned back to confront him.

In front of all executives after some blames put on each other, a massive decision was their. Steve Jobs or John Sculley? They both together were now biggest enemies, and it was impossible to cooperate for them. So whom should they chose. And it was quite obvious they chose, John Sculley, because he was the CEO. The CEO was more dearer to them.

But then Sculley, had a change of heart, and secretly felt like resigning. He told this to Eisenstat.  And he tried to counsel Sculley. In meantime Mike Murray drive to Steve Jobs and asked him to stay at Apple. In his opinion taking up the role of heading Apple Labs R&D was not bad. Jobs after some thinking, and clearing the clutter in his mind, decided it was right. Most important thing for that was to soften the relations with John Sculley first. To do this Jobs called Sculley and invited him for a walk. Sculley agreed to it, because even though Jobs had failed and was creating trouble for Sculley, he knew that Jobs was a great visionary and a influential person, he still wanted to be in Jobs’ good books. Moreover Jobs was unaware that he had been thinking over resigning, because he failed to run the company in the manner he thought. He had only discussed it with his wife and Eisenstat

The walk was in woods behind the Stanford campus, and continued for many hours. Jobs again requested Sculley to allow him to lead Macintosh team, but Sculley was adamant for Product visionary at Apple Labs. Jobs believed that it would make him a mere figurehead. Jobs asked if they could split the duties among each other. Jobs could handle products and Sculley could handle marketing. Sculley refused. Sculley had the support but Jobs had only few of his loyal Engineers and teammates.

While coming back he stopped by home of Mike Markkula, who was not their. He left a message, where he invited Mike and his other loyal friends for Dinner on the next evening. Jobs along with all him supporters wanted to persuade Mike, to help them in getting Apple reorganized in a manner that out Jobs in charge. Mike upon arrival was met with lots of request and reasons to support Jobs but he was unconvinced. Sculley arrived the next day, reconfirmed from each member if he had the support and then stood in front of Steve Jobs tall and powerful. Jobs realized he had no more appeals or pleas or any other chance left. The game was over.

He called up all his well wishers and cried for all his dreams were now dust. His beloved position of Macintosh was given to Gassée. He that day went home and buried himself in mattress, later Murray arrived, in fear that Jobs might not do something rash. They discussed variety if things till dawn. Jobs was advised to forget about battle and accept his defeat from John Sculley. He was asked to attend the restructuring of Apple, where Jobs didn’t receive much sympathy. He knew the game was about to end. He gave a unblinking stare to Sculley on stage, and Sculley tried to ignore it.

And finally Steve Jobs was unwillingly made to go away from his own company. He felt alienated, and couldn’t find any direction. It was the same feeling which he had when he came from India and was discovering his own self. Some fellows came up to counsel him. But nothing could help. He was running high on emotions. Mike Markkula, Arthur Rock and John Sculley, all 3 of them had broken his trust. He spent some days talking with his own self. Meanwhile Sculley stated that he, despite of Steve Jobs title as Chairman, considered Jobs to be useless. Also, the Apple II during that time went on sale in Russia.


Apple after Steve Jobs left was diverging itself into more and more products. They brought a lot of products, some good and some bad. One of the great products that flopped was the Apple Newton. And it has nothing to do with “Newton” the scientist.It was a personal digital assistant, with no buttons. It was like a smartphone in its design, though it was slow, bulky and was really big in size. Michael Tchao pitched the idea to Apple’s CEO, John Sculley, in early 1991. The company would announce it the following year, and the first product in the Newton Line, the MessagePad 100.

The Newton was not a single device. Rather it had multiple versions. And as Steve Jobs later realized after returning back to Apple, that they themselves weren’t able to justify the need for so many versions of their products. It went like the Macintosh, it was great, it had features that astonished the public, and a design people would love to use. But it was bulky, and though some people liked handwriting recognition, others didn’t feel it natural. Moreover it was slow.

The handwriting recognition was so good that Apple used it as the basis for handwriting recognition in macOS. In fact, if you set up Ink in System Preferences with a compatible tablet, and then write “rosetta rosetta rosetta” in the handwriting recognition area, the system will input “rosetta rosetta Hey, that’s me!”. Rosetta was the name of the handwriting recognition technology in the Newton. Good enough for a modern macOS in 1998.

The filesystem on the Newton used a new concept that did away with the hierarchical file system—everything, all of your data, contacts, notes, apps, everything—lived in a flat list of data called a “soup”. Everything in the soup was indexed and could be recalled instantaneously using the index. This was the basis for another key macOS technology—Spotlight. Again, another technology from 1998 good enough for a modern macOS.

The “Assist” function. This was by far the coolest feature. You could write anything anywhere—for example, you could write “Meet with Bob on Tuesday at 9:30 am”—select the text, and then tap the “Assist” button at the bottom of the screen. Newton would then parse the information you wrote and selected and take action based on what it understood. For this instance, that means that it would create a calendar event for Tuesday at 9:30 am, locate “Bob” from your contacts, and invite Bob to the event via email. It gets even better—you could write “have lunch with Bob” and Newton would create the event for noon instead. It was really smart! The technology behind this, data detection, became part of macOS first in Mail, but then in other PIM apps like Contacts and Notes. It’s also a large part of how Siri works, but the technology for Siri came from an acquisition and wasn’t developed in-house. I know it seems trivial today, but this technology was magical in 1998.

It is a really less known fact that Apple launched its own merchandise store also in 1986. The Newton and things like these, clearly showed that Apple was diverted from its motive if making better products, to motive of making profits. John Sculley could never understand tech, and he just ran the business, which was a real fail in long run.

Add to this the fact that the MessagePad 2100 had two PCMCIA slots and used regular AA batteries—it was a winner. Later on I was even able to get an 802.11 Wifi card for it—someone had written a driver and a web browser to provide connectivity. Unfortunately, future development was axed when Steve Jobs returned to Apple. He took what he needed—the best technologies—from the Newton and used them in iPhone and other Apple products.

Steve Jobs had left Apple Computers. At age of 30, his success had , and he had got to prove himself again. While working at Apple he had a vision and a mission, but now he had abandoned the ship. And he was evaluating his own soul, about what he could do in life, and where he wanted to see himself in future. He had in his mind to start a new company but he was not sure about it His self confidence had gone through a turmoil, with whatever happened in Apple. At Apple he after the launch of Macintosh, had figured out plans for a newer PC called the Big Macintosh.

The main problem with the Macintosh had been that it was slow, due to need for more power and memory. This was supposed to be addressed in the new Mac. The Big Mac would be UNIX based powerful but user friendly consumer product. But when the management changed, and Macintosh division came in hands of Gassée, he discontinued it.

Engineers working over it, most of which were loyal to Steve Jobs, realized that the vision is dead, their manager just wanted profits and results, not innovation. Rich Page, who had been working on the chipset knew that the their hard work was in danger, and their manager didn’t understand things. He called up Steve Jobs and asked him to Start a new Company, to rescue them all. This would help rescue them. Jobs thought about for a while. Then he got to know their were some other members also willing to leave Apple, in total he had 5 members. They met and decided they are going to abandoned the ship.


Jobs had lot of money, and net worth which he gained at Apple. He though had left Macintosh division, but still he was the Chairman of Apple. He went up for a board meeting and told, that he was planning for a new company, and would be taking few low level employees along. He even suggested that resigning from Apple was no problem if this move was unacceptable. They members did some talks, and were okay with the decision, they even though for taking 10% stake in the new company.

Later Steve talking with his future employees thought about, and decided not to get the investment. He had sufficient cash to fund the company with his own money. All the 5 decided, to resign together at the same time to give blow to Apple. When they handed over resignation, the board was furious because they were not low level employees, but Jobs excused that they were to resign anyway, and also that they were disrespected after reorganization.

They were not managers, or top level executives but they had precious information regarding company. Even though this move was disliked, some people even thought that they should expose Steve Jobs. Sculley didn’t recommend him leaving board, and Steve had not made a decision yet. Later Apple employees tried to expose their co-founders, stating that he had misused his position, and taken away the employees for his new venture in unfair manner and much more

Jobs read the newspaper and considered it important to tell the newspapers the reality. He got a press people at his home, where he told he had already offered to resign. He considered all of the criticism misleading. He also told to media that Sculley after getting to know the names of employees leaving Apple, he had shown hope of collaboration between Apple and his new venture.


After efforts to reach settlements failed, Apple decided to sue him Notwithstanding his fiduciary obligations to Apple, Jobs, while serving as the Chairman of Apple’s Board of Directors and an officer of Apple and pretending loyalty to the interests of Apple . . .

(a) secretly planned the formation of an enterprise to compete with Apple;

(b) secretly schemed that his competing enterprise would wrongfully take advantage of and utilize Apple’s plan to design, develop and market the Next Generation Product . . .

(c) secretly lured away key employees of Apple.

Steve Jobs was furious and knew it was unfair. He got many rounds of media reporters so that they can know the reality. He questioned Apple that why a $2 Billion worth company with 4500 employees, was scared by resignation of 5 employees. He sold all but one of his 6.5 Million shares, worth over a 100 Million USD to fund his new venture. He decided a simple name for his venture “Next”. Jobs knew that he needed a good brand image for it, he needed a good logo for the same. He got Paul Rand who was a reputed designer to design the logo for next.

Jobs upon first ideas being presented, asked some further options. And Rand showed up brutal honesty, and a purity as a artist, he declined. He was determined to create the best logo. their were no options, their can’t be more than 1 great. He created a great logo, with the alphabets split it 2 lines and spelt ‘NeXT’ rather than ‘next’. Jobs wished to make the yellow of ‘e’ in the logo brighter but Rand disagreed. His new company and new logo were ready. Next payed $100,000 for the logo. A amount that most of people consider too big.

NeXT manufacturing was state of the art. The whole process was done by robots, automated, with amazing precision. NeXT invested a lot of money to implement the machinery. Everything should have worked like a clock. Except for the fact that Steve didn’t like the color of the machines. He wanted the machine cases to be perfect cubes. He also wanted mold to produce perfect 90 degree angle of the casing. He also didn’t want any line visible at joints. For finishing those lines, he got big sanding machines that rubbed them off.

So, he had the machines repainted, and the additional coat of pain was enough to mess up the calibration of the machines, and affecting production gravely. NeXT had to quit hardware production all together, and became a software company. And their products never really took off. NeXT itself didn’t really make any money. Technologically, NeXT technology was awesome. It was perhaps the first Unix OS intended for the end-user. It had a lot of features that are today in Mac OS X (or macOS, however you want to call it). Networking was amazing. Multimedia was amazing. Performance was amazing. The whole object oriented design was amazing

Limited Success

The collaborated with Lotus to write the code for a spreadsheet software, that would run in their PC. The only time NeXT hit a home run, though, was because of the merger with Apple. It was like the Roman Empire. Rome conquered Greece military, but Greece conquered Rome culturally. Same with NeXT. Apple acquired NeXT, but NeXT took over the established Apple culture at the time. NeXT technology became the foundation of Apple’s revolution. But NeXT ended up needing Apple to succeed. One thing NeXT did was to, make its own custom chips, with custom functions, optimized for its PC named NextSTEP,  Jobs would constantly reiterate the designs and functions making a trouble for employees, and being a cause of huge delay.

They were yet to ship any software and hardware, when they felt the need for cash. They put up invitations for buying 10% stake of NeXT at $3 Million, valuing it at a total of $30 Million. It felt impossible to get investment, for they had nothing to show the investors. But winds flew in their favor. Ross Perot, who liked Jobs and whatever they did, took up a costly affair to buy 16% in equity, if Jobs put up another 5 million dollar, valuing NeXT at $126 Million.

Steve had already got Lotus to code Spreadsheet for NeXT, but he still had Bill Gates on mind. Microsoft had huge profits when they did Macintosh together. Jobs met with Bill Gates and wanted to it once again. Though Bill Gates rejected Steve Jobs this time around. He had brutal honesty similar to Jobs, and could find faults in design of the case or storage, and other things. Bill Gates felt highly unimpressed by NeXT, and called it the best incompatible computer. Microsoft had a approach of making things open to public, while NeXT wanted to control everything.

Jobs calculated what he would need to do in order to win battle with Microsoft. First was to license out software of NeXT to another hardware maker, and get into bed with IBM. At a event Jobs got a chance to meet IBM executive at a party, where he was able to bad mouth Microsoft. And to his surprise, he asked how NeXT could help them. Steve had a meeting arranged. their he along with Bud Tribble, showed off their software. They were impressed by NeXT’s object oriented graphics.

IBM was impressed and wanted to license software. Managers could use it in workstation, if they liked the software. Soon, IBM sent a 125 page contract. Steve without reading said, he wanted a simpler agreement, he received it soon. The Next STEP computer, was shipped in October 1988. He wanted to shut the mouth of his criticizers. He wanted the launch to be perfect and the impact should be great. He took care of everything from staging to lights, and projections perfect. Jobs wanted to a demonstration for same.

He knew if wrong it will be huge mess, but he was ready for it. Jobs on stage started with history of computers and then came to what they had done. He told public that it was the best they could have ever made, and his perfection reflected very well in it. The front row was cheering, for Jobs specially because they saw him after so much time on stage.

In the demo of NeXTSTEP, he even showed the ability of their computer to record voice and send them as mail. Many features like digital books, etc. made it wonderful. Audience appreciated it. Though one thing that was not appreciated was price. They had been over priced at over $6k. Another bad news included that the software was yet in beta version. The software was not expected to be fully ready by mid 1989. Steve Jobs gave lots of interviews theirafter to create a good image and buzz for his computer.

their computer shipped in middle of next year.


Steve Jobs got a chance to meet Ed Catmull, who was running the computer division of George Lucas’s film studio. They were doing great animated short films, far behind the competition. He liked whatever they did. After few attempts to sell their company, they decided that they would seek for investors. “I wanted to buy it because I was really into computer graphics,” Jobs recalled. “I realized they were way ahead of others in combining art and technology, which is what I’ve always been interested in.” Steve Jobs was CEO of Pixar from 1986 until its acquisition by The Walt Disney Company on May 5, 2006. Steve purchased Pixar from George Lucas for $5 million with the agreement that he would invest another $5 million to fund the company. After some negotiations it became $10 Million, for 70% stake in the company. Later Steve invested another $54 million (of his own money) into the company before Pixar pivoted away from making hardware and toward creating computer animated feature films. The company was named Pixar, after the name of their first PC pixar.

Steve Jobs made Pixar stronger: Steve was hard charging and relentless. A conversation with him took you places you didn’t expect. It forced you not just to define but also to engage. And that in itself had value. Steve made Pixar’s movies better: Once or twice per movie, when a crisis loomed, he would inevitably come in and say something that helped alter our perceptions and improve the film. Whenever offering a note, he always began the same way: “I’m not really a filmmaker, so you can ignore everything I say…” Then he would proceed, with startling efficiency, to diagnose the problem precisely. Steve focused on the problem itself, not the filmmakers, which made his critiques all the more powerful. If you sense a criticism is being leveled for personal reasons, it is easy to dismiss. You couldn’t dismiss Steve. Every film he commented on benefited from his insight.

The main focus was selling or licensing the hardware and software they developed for animation. They had limited success (think the ballroom or magic carpet scenes of Beauty&The Beast and Aladdin). So for a very long time Pixar was a huge money hole and the only person who believed in them/funded their short movies was Jobs, from a creative standpoint Jobs got out of their way and handed them money to make short movies even when he was down to his last 10mil and these shorts were still very expensive.

Toy Story was of course the saving grace of Pixar and spurred box office hit after hit. They tried to sell Pixar many times and in this area I understand Jobs actually got in the way.. a lot, when reasonable deals were close to being made he would ‘throw his toys out of the pram’ and screw everything up. Some would say this is because he saw the true value that others didn’t, some would say Jobs was stupid.

In the end Pixar was sold for a mind staggering profit, thanks in large part to Jobs, and while a lot of people were scared that Disney would swallow up and water down Pixar the heads of Pixar ended up as heads at Disney and saved a once legendary company. I don’t think anyone can deny that Disney Animation had fallen very far in the 1990s and is now in a considerably better place thanks to people like John Lasseter. Hercules or Frozen? You decide.

Steve negotiated Pixar’s sale to Disney for $7.4 billion. He felt Disney was the best partner for Pixar due to Disney’s mastery of consumer products and theme parks. He felt Pixar was vulnerable due to its relatively small size and that it would find safe harbor with the much larger Disney company. Steve said: “Right now Pixar is a yacht. But a merger will put us on a giant ocean liner, where big waves and poor weather won’t affect us as much. We’ll be protected.”  Even if Pixar suffered a few poor performances at the box office being part of Disney would ensure its survival.

Steve loved Pixar. He once said in his next life he hoped to come back as a Pixar director. And it was the stake from Pixar that took his major portion of net worth at time of his death. The Pixar stake earned him a really valuable portion, when it was acquired by Disney, and Apple stake was quite less.

After leaving Apple, Steve’s life had never been smooth sailing. Jobs after recovering himself from leaving Apple, was working really hard to regain his respect.

In the meantime her mother was diagnosed with Lung Cancer. During her last days, Steve sat beside her, talking various things. Her mother struggled to talk, but Steve could understand everything with her emotions. She also told her, some details about how they got to adopt him.


Jobs had been on a search for her biological mother since 1880s. The first detective he hired had failed. He contacted the doctor who’s name had been their on his birth certificate. Doctor lied that that the details of his birth, had been burnt in fire. The Doctor himself was in his last days of life. He had those papers with his own self in reality. He put them in sealed envelope, and ordered for their delivery only after his death. Jobs biological parents had a daughter named Mona, before his father did another marriage. Joanne after her second marriage, got the surname Simpson, and so did Mona.

Jobs, wanted her mother to die, peacefully, and as a result he didn’t bother her, by starting talks with her biological mother. He didn’t want to offend her mother. After passing way, Jobs with approval of his father called up with biological mother, who came at his place. She was filled up with emotions. Mona Simpson was unaware that she had a brother. He simply wanted to meet her mother to see if she was fine, and to tell her that he was living happily.

She after the meet informed Mona that she had brother. They both got a chance to meet, and Mona found her to be nice guy. They continued their friendship, and made a deep relationship with each other. They both could relate with each other. They had a interest in art. She was a writer, and had same perfectionism attitude. He could never have that good relationship with her adoptive sister Patty. She and Steve Jobs, could well relate and understand each other. Steve Jobs was never interested to meet his biological father, but his sister was. Her father had left her, when she was 5. Mona wanted to know him further and understand his thoughts.

She was successful in able to tracking down her father. She went to meet him. Jobs had asked her to not talk about him, in front of his father. She got to know that her father had been in hotel business. While talking her father told, that he had worked in many hotels. One of the most significant one was in San Jose, where he had a nice time, and he pet great people from Technology world. He recalled one of them was Steve Jobs

Mona Simpson wanted to jump and say that Steve Jobs was his son. But she didn’t, because she promised Jobs to maintain confidentiality. Later she talked to Steve Jobs, and he could recall some portion of the accidental meeting. He could recall a Syrian guy in that hotel in San Jose, and at that time he was unaware of him being his father. The relationship that Steve Jobs shared with his father was similar to relationship he shares with Lisa. Jobs always kept her at a but distance.

Steve Jobs had a romantic side, and could be deeply romantic. Steve Jobs dated Joan Baez in early 1980s and even asked her for marriage. Baez always spoke highly of Jobs. She visited Jobs before his death and said, “Steve had a very sweet side, even if he was as . . . erratic as he was famous for being” Steve Jobs had a romantic relationship with Diane Keaton also. He had many other girlfriends. One of the significant ones was Jennifer Egan. They dated for over a year.

He often flew east to meet her. And they had long calls talking variety of topics. A common interest they shared was Buddhism. Later their relationship tampered when Steve Jobs got busy, in pulling himself up after being kicked out of Apple. The next one was Tina Redse. According to Jobs, she understood Jobs better than anyone else. They shared a unique and deep connection.

Their relationship like his real life was never smooth sailing and went with up and down for 5 years. She never liked the sparsely furnished House of Steve Jobs. He later asked her for marriage, but she did not agree upon, because she couldn’t live with a man self centered having so many other priorities.


In October 1989, Jobs had agreed to give one of the “View from the Top” lectures at Stanford Business School one Thursday evening. Lauren Powell was a new graduate at business school. She arrived late and all the seats were taken, so they sat in the aisle. When an usher told them they had to move, Powell took her friend down to the front row and commandeered two of the reserved seats their. Jobs was led to to the one next to her when he arrived. “I looked to my right, and their, so we started chatting while I was waiting to be introduced”, Jobs recalled. They bantered a bit, and Lauren joked that she was sitting there because she had won a raffle, and the prize was that she he got to take her to dinner. “He was so adorable”, she later said.

After the speech Jobs hung around on the edge of the stage chatting with students. He watched Powell leave, then come back and stand at the edge of crowd, then leave again. He bolted out after her, brushing past the Dean, who was trying to grab him for a conversation. After catching up with her in the parking lot, he said, “Excuse me, wasn’t their something about a raffle you won, that I’m supposed to take you to dinner?” She laughed. “How about Saturday?” he asked. She agreed and wrote down her number. Jobs headed to his car to drive up to the Thomas Fogarty winery in the Santa Cruz mountains above Woodside, where the NeXT education sales group was holding a dinner. But he suddenly stopped and and turned around. “I thought wow, I’d rather have dinner with her than the education group, so I ran back to her car and said ‘How about dinner tonight?” She said yes. It was a beautiful fall evening, and they walked into Palo Alto to a funky vegetarian restaurant, St. Michael’s alley, and ended up staying there for 4 hours. “We’ve been together ever since,” he said.

Steve Jobs later said that it was only, with Tina Redse and Lauren that he truly felt in love. They went on vacations together. And we’re passionate for one another. At one point she invited him to his Palo Alto apartment. At New years eve, Steve Jobs and Lauren had a quarrel, and ended up in huge argument. They went home separately. The next day Jobs arrived at her place. She was still asleep. Steve had cooled his anger.

Lauren’s father was not alive, and her mother was not present here. Smith was her only well wisher, living with her. Jobs, that day after Lauren woke up called in Kat Smith,  and as was passion, intensity and brutal honesty, he said a long story short, he said that, he wanted to marry, Lauren, and would Smith give them her blessing.

Smith after being a bit puzzled asked Lauren and she said yes. After accepting her marriage proposal, they kept delaying it for several months. He very well understood himself, and knew that not many people are able to tolerate people like Steve Jobs. So he wanted Lauren to give time to be sure she wanted to marry Lauren Powell. In October 1990, he gave her a diamond engagement ring. in December they went out on a trip to Hawaii. Where she got pregnant.

Lauren looked like Tina, but she was more self sufficient, she knew how to take care of herself, and as a result she believed she would be able to handle Steve Jobs. But Steve Jobs, even after proposing for marriage at start of 1990, and then reaffirming it at end of 1990, was still not having a date for marriage. Despite his brutal honesty, meanness, devotion, lack of empathy etc. the marriage stayed for long, there was a great honesty, loyalty in their relationship. She was very well prepared for it. At one point when a lady came up home, to finalize the invitation, he went out of room, and didn’t return, because his perfectionist instincts hit him, and he thought those invitations to be shit. She had to handle it all alone.

Jobs got married roughly a month after his 36th birthday, on 18th March 1991 to Lauren Powell at Ahwahnee Lodge in Yosemite National Park. Around 50 people were their, in a well organised marriage, those included Paul Jobs, Mona Simpson and many more. After marriage they shifted to a new home. The new home in Old Palo Alto was comparatively more furnished. their new residence, had neighbors, such as Mark Zuckerberg, Larry Page, Andy Hertzfeld, and Joanna Hoffman. With a whole family taking shape by a soon to come kid, they needed some essentials. They went shopping but it was really difficult.

Home Sweet Home

It took them years, to justify that why did they need, a sofa in the drawing room. Electronics were also similar. their could be variety of thoughts over what they should buy. He believed that Americans made washers in wrong way. Europeans used less water, less detergent but still cleaned clothes better better than Americans. Jobs had a simple standard of living. When Bill Gates gave a visit to their home along with his wife, he found it difficult to believe that they all lived in that home, because Bill Gates himself was living in a 66,000 square feet mansion in Seattle. Steve Jobs continued this non-materialistic style of living, even when he became famous, after the second return in Apple few years later, when he was a popular billionaire.

Jobs had his first child, who was called “Baby Boy Jobs” for 2 weeks, because it was difficult to settle on a name. They finally named him Reed Paul Jobs. Paul Jobs was name of Steve’s father, so the middle name was taken from their, the first name ‘Reed’, was taken because it just sounded good, though it is believed that it may have some link with Steve Jobs college, which was called Reed College. their, second child was Erin Siena Jobs, she was born in 1995, and their 3rd child, Eve was born in 1998. Steve shared a close relation with with son, but he remained, not very close with his 2 daughters.

At that point, Steve Jobs still remembered his first kid, Lisa. At one point when Lisa was 13, her school called Jobs. They talked about some problems she was facing. Jobs later advised her to move into his home. She thought about moving in with Jobs, and later agreed upon it.  She lived with Jobs for 4 years, of her high school. and started using name Lisa Brennan-Jobs. She spent a great time. She found it difficult to handle his father sometimes. Later in life, when she moved to Manhattan as a freelancer writer, they both used to travel frequently. Mona Simpson, used his this character trait of Jobs, to conceptualize her book A Regular Guy, that got published in 1996.

Toy Story

Steve Jobs involvement in Toy Story made the whole thing possible. Jobs in a talk with Disney officials told that he was unhappy, with what Pixar and Disney were doing. He wanted to make animated movie. Disney agreed.

And it was the Toy Story. And it was what kept Pixar alive, when its sales were not enough. After many discussions and agreements it was decided that Disney would own the rights of characters in return for 12.5% share of revenue given to Pixar. Pixar had amazing 3d animation technology that was far ahead of time. They were envisioning the movie to be called Toy Story.

In 1991 Steve Jobs negotiated with Jeffrey Katzenberg (then at Disney) for Pixar’s first 3 movie deal. When Katzenberg insisted on owning the Pixar technology Steve resisted: “You’re giving us money to make the film. Not to buy our trade secrets.” Katzenberg relented and a 3 movie deal was struck. Disney would provide financing and distribution. Pixar would keep its technology.

It was Steve’s idea to take Pixar public the week after the release of their first film, Toy Story. He went on to lay out his logic: Let’s assume Toy Story is a success, he said. When that happens, Disney CEO Michael Eisner will realize that he has created his own worst nightmare: a viable competitor to Disney. We only owed his studio two more films under our contract, then we could go out on our own. Steve predicted that as soon as Toy Story came out, Eisner would try to renegotiate our deal and keep us close, as a partner. Steve said he wanted to be able to negotiate better terms. He wanted a 50/50 split on returns. In order to fulfill these terms, however, we would have to be able to put up the cash for our half of the production budgets–a significant amount of money. And to do that we would have to go public. Steve turned out to be right. As our first movie broke records at the box office, our initial public offering raised nearly $140 million for the company. And a few months later, as if on cue, Eisner called, saying that he wanted to renegotiate the deal and keep us as a partner. He accepted Steve’s offer of a 50/50 split.

The IPO was awesome, it was initially planned for $14, but Jobs insisted $22. But on opening day but it surpassed all expectation, it went as high as $49 before settling in for $39, at the end of day. Steve Jobs designed Pixar’s fifteen acre campus. Inside and Out. In the meantime, when NeXTSTEP computer was released it gained major hype. In 1990, sales of NeXT were $28 Million, much less than Sun, who had $2 Billion in sales. IBM decided to not renew their license for software with NeXT, as a result he had to make his software available to public for licensing.

His Pixar was going well, and developing according his expectations. His family life was great, as he was now married and a father, but NeXT was in trouble. their were less revenue. Industry was dominated by Microsoft, Apple was no where to see. In 1993 he had to take a step, that he could have never dreamt of. He decided to finish production of NeXT altogether.

This meant all production team would be layed-off, his production facility, that he put lot of effort in would be sold to Auction, and NeXT shall be a software first company, making and licensing software. Apple meanwhile due to Microsoft dominance was seeing a reducing market share, in the initial years of Apple without Steve Jobs, their high profits, due to high priced goods and benefit of better market position. Apple saw a market share of 1996. Apple have had a new CEO in 1993, and then another in 1996.

Steve Jobs with Larry Ellison, even planned to acquire Apple for few billion dollars, so that Steve can be their. But Steve said, had Apple invited him back it could have been different. Apple under CEO Gil Amelio lost $1 Billion in first year. He promised to find a alternative software that will be having better memory protection and networking, so that it can take Apple up. But problem was he didn’t have a alternative. The operating system they were coding was still quite RAW, and it won’t be ready anytime soon.

They started searching alternatives, and as you can expect the top level would have never talked of having Steve Jobs again. Rather a mid level NeXT employee, had been continuously pinging Apple to have a look at NeXT software. Some mid level talks initiated between them without Steve Jobs knowing. Amelio was hesitant to call Jobs, but probably God helped him with it, as Steve himself called with him while in a flight and planned to have negotiations after he returned.

Steve Jobs after getting out of Apple, had his strong dedication and work ethics. He never stepped into Cupertino Campus, until the day he was called again by Apple. Steve Jobs, had to do something for his falling NeXT. And Apple was the lifeline. Jobs was pitching to sell NeXT to Apple, as this could be life saver for Apple. He showed and pitched his software to Armelio, and in passionate modest manner, pitched his whole company and all of its greatness. Apple was impressed.

Later after returning Jobs formulated what could be far more bigger than just a life saver. If Apple buys whole of the NeXT then he would be in Board. And would be few steps away from probably being CEO again. He was not bothered of money. He stated that it didn’t matter if he didn’t buy a stake in Apple, at least he can be back to place where he had put up so much effort. Moreover he believed that in Board, he would have a moral head start in race for CEO.

Loser Now, Will be Winner Later

Amelio called up Jobs to tell that Apple wanted to go with NeXT. He told that he would be proposing purchase of NeXT on the board meeting, and offered Jobs to attend it. He agreed. That had been a emotional moment when he entered. The feelings and memories of old days rushed through his mind. And he saw Mike Markkula who was once his father figure and a great jem of Apple. They hadn’t talked since Jobs left. Board approved Apple  and NeXT deal. Amelio arrived at Jobs home to negotiate on price. After few discussions and Jobs reluctance to get all cash, both sides moved a bit, and deal was struck at $120 Million cash and $37 Million stock options. While they negotiated, Jobs put forth the demand of getting himself to Board. Amelio tried to deflect it, but he couldn’t get out of the Reality Distortion Field.

Jobs was going right with his plan, he wanted to be in board. Jobs wanted to takeover Apple as soon as CEO Gil Amelio stumbled. He was never driven by Money, or by the rank he had on Forbes, he had things to prove, goals and ambitions to meet and respect to achieve. Jobs came back to Apple, and was heading Operating System department, in 1997. Then happened the Macworld, after a long time a Apple public event would see Steve Jobs for some time. Amelio had been on vacation, and had some fight with speechwriters resulting him in not rehearsing his speech. He on stage for fumbling and missing points. He was unaware of context and had to cook up his speech on stage, making it a really bad public appearance. Jobs came to stage after 2 hours, but that was for a short while.

It was something that Jobs used to never do. Jobs during his all keynotes later in life prepared it really well, best in industry. He knew, that even though the company was in trouble, he had to reach top positions, and get his loyal ones up in ladder to expand his territory. Having control over his own company was really important before having control of world.

He wanted ensure that bad executives at Apple don’t knife the NeXT executives. Ellen Hancock, who publicly had stated that his role in Apple was ‘None’. She was soon replaced by 2 NeXT employees. Other important positions also saw major changes. And it was not just with Apple employees. Some of his loyal people outside Apple and NeXT also came. Rubinstein, who was at Skype that time received call from Jobs, asking him to come to Apple. He agreed. Jobs rarely visited office, but he had constant calls with Amelio. He was getting reporting from his loyal, about all activity. Soon whole Silicon Valley was aware that Jobs was on a war to conquer the place he once owned.

It was quite visible that Amelio was failing to handle Apple. At one meeting he said that Apple was like a ship with treasure, and his Job is to steer it in the right direction. That became joke, between Jobs and Ellison. Ellison publicly told that he believed Steve Jobs was the best person to control Apple. He told that he was ready to acquire major stake in Apple, upon approval of Steve Jobs.

Steve Jobs and Amelio shared a decent relationship, in the early days. Jobs knew that he had to play with proper tactics, as a result he remained sweet and respected Amelio. In June the 6 month period, for keeping the Apple shares was finished, and Steve Jobs was now free to sell them.  He had promised to publicly not tell that he had sold his shares. But soon due to SEC it was clear that Jobs had sold it all. In meantime Apple’s Condition worsened more employees were leaving it, cash was draining. Woolard told the current situation as, “If we stay with Gil as CEO, I think there’s only a 10% chance we will avoid bankruptcy,” he said. “If we fire him and convince Steve to come take over, we have a 60% chance of surviving. If we fire Gil, don’t get Steve back, and have to search for a new CEO, then we have a 40% chance of surviving.”


Board asked him to pursue Jobs to be CEO. In a few days, he talked about same with Steve Jobs. He agreed to join board, but not as chairman, and rejected the offer for being CEO. He was having a good time with his family, and was already the CEO of Pixar. He didn’t want to get into somewhat mess. Also, Steve Jobs wanted to insure that people who are worried of him leaving Pixar, can be assured.

But later he thought that he had started Apple to change the world and he loved it still. He still wanted to see Apple rise high. He still wants Apple to gain market dominance which, was majorly Microsoft. So he decided to get back to Apple. And it was a straightforward decision, taken by his conscience. He never wanted to have a award for “Father of The Year” but he wanted to make great products. Steve Wozniak was happy to get the news he later told Wired, “Gil Amelio meets Steve Jobs, game over.” Amelio address public telling them that he was leaving and then Jobs came to speak

He had his brutal honest nature playing up, and he wanted the whole company to have self realization and get awakened. He started with a straightforward question to employees, “So what’s wrong with the products?” no one had the guts to admit what they had been doing wrong. And it was true that he wanted to reform the vision, and tell them that they will correct themselves. As no one had answered the question yet so Jobs broke in to hand down the correct answer. “The products suck!” he shouted. “there’s no sex in them anymore!”

From the next day the reforms began, he was not the CEO just a adviser but his power was sufficient, to reprice the options of board members and even ask all but 2 board members to resign. These were some of the immediate reforms, he wanted to clear the clutter. We wanted to fix the hole in the ship before moving forward. One of the people who supported Steve Jobs while he was at NeXT also, was Larry Ellison. He found a place as board member. In the meantime Apple needed funds and, some great software to ship. Steve Jobs was well aware, that they had some disputed and lawsuits going on with Microsoft. He called up Bill Gates and told him straightforward, that sooner or later Apple was to win the battle. Apple needed urgent funds it could not wait that long. They decided to settle all cases, if Microsoft was ready to cooperate over making software and puts up investment in Apple. Bill agreed.

Life Saver

Earlier also Apple and Microsoft had tried to deal under Amelio, but they were super complicated. Steve Jobs in his idea of having simplicity in everything, got a simple deal prepared. The NeXT being acquired for Apple and Microsoft, agreeing to cooperate were 2 main lifesaver of Apple. And, after this investment, Apple never looked back. Apple’s rise to success and fame started with it.

Apple’s new board of directors formalized the role of Jobs by naming him interim chief executive of the company until a new CEO is named. Jobs returned to Apple late last year in an advisory capacity to build a new operating system for the Mac, after it bought another company he had founded, NeXT Software.

”their is speculation that whoever gets in their will be second-guessed on a daily basis by Steve Jobs,” J.P. Morgan analyst Daniel Kunstler told CNET’s NEWS.COM in late 1997. Steve Jobs, wanted a great campaign to rebuild brand image. Not an advertisement talking about their products, but a advertisement talking about Apple, its Believes, What it Stands for, and its ambitions. This advertisement is known as one of the greatest advertisements of Apple. This ad credited those who thought different.

This ad credited those who thought different, who were unconventional. Steve Jobs gave analogy of Nike. there was something different with the advertisements that Nike made. Those advertisements, never talked of their product. They talked of athlete. They talked of the real sportsmanship, they credit all sports figures. Jobs wanted to do the same magic with Apple Advertisement. The Apple advertisement credited all the people who moved the society, who brought a change and moved us forward. their advertisement was 60 second clip, showcasing great leaders of all time, and the narration that accompanies it was:

Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we  see genius. Because the people who are crazy enough to think they can change the world are the ones who do.

By December it was clear that they would not be able to find a CEO to suit Apple and handle Steve Jobs at the same time. As a result if was clear that Steve Jobs sooner or later had to be the CEO. After becoming CEO life became terrible, going office early and getting home late with lot of exhaustion. He had to manage Pixar and Apple parallelly. And then he had to take Apple to great height, and then manage family.

Added was criticism from competitors. At one point Michael Dell said that had he been Steve Jobs, he would return all the money to shareholders. This was something Steve Jobs didn’t tolerate. He lashed on Dell, to tell his work ethics and the class that CEOs should have. And he used it to motivate his employees to rage war against Dell. Apple had the biggest debate of all times over the merits and demerits of licensing its software. Most of the software guys like Alan Kay wanted to keep system open license their OS, in the way Microsoft was doing at that time and later Google did.

BUT Steve Jobs disagreed. He wanted to create great products, with Hardware and Software closely tied to each other to create a great user experience and ecosystem. Moreover, licensing meant being vulnerable to clones of their products. “Deciding what not to do is as important as deciding what to do,” Steve Jobs believed it to be one of his basic concept over all his works at Apple, NeXT, Pixar. Phil Schindler was one of the people who built the next generation of Apple. One thing Steve Jobs hate was PowerPoint presentations. He wanted things to happen on table in the wild.

One thing Steve Jobs wanted to do after filtering out employees, and stock options, and then trying to fix loopholes, was to filter products. Apple at that time had multiple version of similar products with similar features in market. He believed it was confusing consumer. It was making it difficult to decide which Apple products to buy. Some engineers were angry, but few were happy because even after their products were cancelled at least they would get to work on something productive in future. This including killing their stylus based PDA called Newton.

He decided that their 4 products Apple needed,

  • a consumer desktop device (Power Macintosh G3)
  • consumer portable device (Powerbook G3)
  • professional desktop device (iMac)
  • professional portable device (iBook)


Jony Ive

Steve Jobs after Cleaning up the management, had got his loyals and great people in the top management. He had cleaned the products, and streamlined the functioning of team. Steve Jobs was a hunt for a designer with high standards, who could meet his standard of perfection, and understand the design principles. He was searching for such a guy outside Apple, when he got to know Jony Ive. Earnest Jony Ive, soon gained his attention. In no time they started to have lunch together. In no time he gained a position in Steve Jobs’ eye that really less people had. Unlike most of his people, Jony Ive was someone who’s substitute Apple could not find for long time. He joined Apple in 1992, and is working in Apple till date.

One thing they both understood was that it was the design that sound govern the engineering whereas the most of the industry was doing just the opposite. For eg. they saw that even a simple knife, with simple design had engineering problem. The glue was often seen between handle and blade. These small things hampered consumer experience. Apple never wanted it.

The Apple Design studio was a place where they spent their most afternoons, usually just they both, but it was common to call up relevant guy, to see where the company was heading. They remained connected with ground level, because it was the things that happened that ground level that reached the customer. They also cared about things like packaging and shipping of their products, because they very well understood that Book’s are mostly judged by their covers only.

And the fruit of their hard work and partnership was first seen with the iMac. It was a whole paradigm shift in computer industry. The design principles of Macintosh were taken miles further, and the highlight was the internet capability. their were dozens of foam models made and rejected and iterations happened till supreme perfection. In the classic Apple way. Everyone working at Apple knew that the magic had restored. The final design was a wonderful curvaceous body, with translucent sea blue color. They were spending 3 times more cash per case, when compared to a regular computer case.

One of the greatest synchronization in them was over the decision to add, a handle to the iMac to give it a friendly and playful character. Jony Ive thought about it for some some time and showed it to Steve Jobs and he intuitively understood the intent and it got approved without Ive requiring to say any much. They strongly believed that the design was so great that the back side of iMac was more beautiful than front of many other devices. And it was literally beautiful and interactive by the standards of that time.

The launch of the iMac happened in the same place where the first Macintosh said hello to the world it was Flint Auditorium of De Anza Community College in Cupertino. The launch was a emotional one. In the front seated were Steve Wozniak, Mike Markkula and Mike Scott. Also seated in auditorium were the most of the members of first Macintosh team, he wanted to make sure that their first members were proud of the product. He wanted to carry forward their legacy.

Steve Jobs on his mission to make Apple again successful, was working really hard at Apple and Pixar. One thing he was successful in doing after coming back at Apple was to bring back the Apple magic and the same innovative, magical, creative vision. But he needed faster production and better products coming all so that he can generate more revenue and bring up Apple that was not in good financial condition. Apple had 2 months of computer inventory far more than any other company. He used to lash any supplier that caused delays due to late shipments. He would abuse them and threaten them to finish their collaboration for smallest delays. While going through various suppliers, he came across Tim Cook, from Compaq Computers.

He wanted to get Just in time factories and, cut time on each work and task. Tim Cook was just the same, they both saw the world quite similarly, and his calm and peaceful personality would be a life saver for Apple employees, as it saved them from their CEO who was popular for lot of tantrums. He played a role of catalyst in speeding up production and handling the manufacturing side. At one point they were in some problem with their Chinese Supplier, Tim Cook unlike his usual nature without showing empathy asked the manager what was he doing here. The manager left immediately for China.

Jobs in the meantime had somewhat settled in Apple. He had become Apple first person rather than Pixar first. For most people the title of Interim CEO, which for most people was a formality but a big thing for him. Apple had become successful and had the best time in quite some while due to him only. Steve Jobs was constantly offered Stock options of Apple and was asked for at least a modest share in Apple but he declined and remained on $1 a year salary. Steve after declining, the offer for almost 2 years was now about to be the CEO of Apple. He decided that rather than stock options, he would like a private jet. He was a family guy now, and wanted to have a more comfortable travel. Apple board after some thought approved it off.

Apple Stores

Steve Jobs realized that another thing Apple needed was retail stores. Not just stores where multiple computers sell. It needs Apple Stores, unique to Apple. This was because those managers were unaware of the difference and uniqueness of Apple. They didn’t knew its specially and its unique things. As a result they were not conveyed to customer, and for them the cost didn’t get justified.

Steve Jobs wanted to open Apple Retail stores, and he had already started planning over it. He wanted large spacious Apple stores, in rich malls. He wanted single entry doors, and a wide field of view after entrance so that people automatically get to understand the layout. He also proposed that a large entrance would attract more visitors. Later on, when after doing the study presented the idea to the board and they disapproved it. Though Steve strongly supported it. He saw the culture of Gap, where selling in multi retail shops was not a successful strategy. They started their own stores. The Gap stores exclusively sold their products and Gap products were exclusively sold at their stores. The same strategy was planned by Steve Jobs.

On 19th May, 2001, the first Apple store was opened for public in Tysons Corner, Virginia. The store finished all criticisms. their visitors increased at amazing rate. They generated over a billion dollar in the first year, setting newer records for public. And Steve kept working further on to improve its its color and various things. He even liked the idea of Stone finish in its stores

Steve Jobs had a keen desire to create portable consumer devices that had end to end control in hands of Apple. After doing the magic with iMac for year of 1998, he was working on its updated version. Apple had created a wonderful technology of Fire Wire, that could be used to transfer data, at unbelievable speeds. He believed that this technology of Apple from early 1990s had a lot of potential.Steve Jobs, wanted the 1999, iMac to have Fire Wire for showing off its potential. He also wanted the CD disk system to be improved, with newer slots for CD’s.

Apple had a keen interest in creativity, and that was visible in their employees also. Apple wanted to create great software for artists and creative people. One of the steps in their goal was facilitating video editing. Apple with help of Fire wire wanted to allow camcorders to transfer their video footage to iMac and then edit it, by clipping them, adding music effects etc. so that they can produce professional looking videos without spending much

They in order to support creators wanted to tie up with Adobe to create version of their own software for Apple. But Adobe refused. So Apple started making their own software, like Final Cut Pro, and iMovie etc.

At that time Final Cut was a product of Macromedia, and available to Windows. Apple went to buy it because of the refusal. Steve Jobs put his magic in it, including the QuickTime. This resulted in a great video editing software, that till date is the best video editing software. Had Steve Jobs not pursued to buy it, the software would have never existed today, the Final Cut was also struggling that time, and it took them a lot to convince themselves to sell Final Cut to Apple, which itself was in financial struggles.

Source: To Infinity and Beyond: The Story of Pixar Animation Studios


Steve Jobs’ vision for cost effective, efficient PCs that were portable and powerful, mad his create the Powerbook G4 Cube. But it was received really bad, and sales were dry. It happened during those days, when the technology of flat screen displays was at its boom. When Apple started to think of a new iMac

When Jony Ive came off with a computer he designed a conventional looking device model, Jobs didn’t like it. He wanted each component to have its own identity. It was unnecessary to make that boxy device, if they were using flat screen displays. Later that day Jobs called up Jony Ive to home, and had a walk in his garden, discussing over right design.

The sunflowers growing in the garden gave them a idea, how about a display separate from the rest of body, just like a sunflower was separate from its stem. Jobs agreed, a moving army attached to a flat screen display. Another take, was to move to Intel microprocessors. They had been using PowerPC, for their devices, but now their chips started to lag, and Intel was the leader.

Jobs made plans, and this was big decision, because changing chip meant that they needed to work out lot of things in software to accommodate it. The board took really long, on deciding whether they needed to shift or not. And another issue was Steve Jobs himself, because his arrogance and short temper was not received well their. Finally when the dealing happened, a smooth flow in development happened and everything was final they announced it in 2005.

The switching processor was done super smoothly. Bill Gates too admired it, stating, that it was a enormous task to change processors, secretly, and then making the shift super smoothly, while being in time, and Apple had done it perfectly.

Meanwhile Steve Jobs, faced criticism for the stock options. He was working $1 a year, when he was interim CEO. Upon becoming CEO he asked for aeroplane and lot of stock options.

He was criticised for this, he believed that it was not for personal gain, but just because he felt that he deserved it, and it was for reorganization.


Apple was not up for music software until, the market erupted, the CD sales of songs started to erupt during that period, and for a lot of time Apple never tried to enter the music industry, but when they entered they changed it. The erupting sale of music in form of CDs and portable music players coming in market made Steve Jobs realize, its potential and that technology can impact music industry also

He got a team ready to develop iTunes, the music software for Apple. Bill Kincaid a former Apple employees along with 2 other Apple employees had been working over a software for managing music on Macs. It was called the Sound Jam. Steve Jobs decided to buy the company and bring those guys to Apple, thus going its team. He knew that the software on their competitors was crap, and they wanted to make great software not “Junk”. The software was called iTunes in 2001, and saw good response. Apple knew that even though they were good with the software, but they were still running late in their race of portable music players.

The portable music players at that time had complicated software that was difficult to understand, less battery life and then ability to store really less songs. Jobs wanted to make great portable music player, that fixed all the boxes and still is small enough in size to fit in the pocket. For this the major strain was size, a good battery that was small…, a good screen that was small…

Finding a battery and LCD screen of their need didn’t took much time, they could find it within few days, the trouble maker was storage disk.

The fortunate opportunity to get good disks was received from Toshiba in Japan. Rubenstein and Jobs were in Japan for some other works, when they got to know that Toshiba had developed new disks, that were of size around 1.8 inch and could have storage of around 5 GB (around 1000 songs). their product was incredible, but Toshiba did not knew what they could utilize those hard disks for. Rubenstein talked about it with Steve Jobs, and asked for $10 Million, to solve the puzzle of iPod, Steve Jobs authorized it immediately. He made a agreement where they would exclusively get all the disks that Toshiba made.

Jobs wanted iPod to closely sync its its songs with Mac utilizing Fire Wire. Fire wire could sync a 1000 songs in few minutes. He also wanted that iPod be controlled by iTunes on iMac, this will help them create great consumer experience, other applications were not as good as iTunes and led to bad consumer experience.

Steve Jobs took many demos of the design of iPod. their were prototypes, some showing memory card slots that was rejected. Other having dynamic RAM, that lost all its songs if it ran out of power, that Steve Jobs didn’t like.

Then came the 1.8 inch hard drive version that Steve Jobs liked. It was one of the rare instances where Steve was ready to take it up as it is, and was satisfied with the version as shown to him, though Phil Schiller intervened. He came back with another version of the product, one with a screen and a scroll wheel. He wanted to make the experience of scrolling through songs a better experience, the rotating motion was more satisfying than clicking buttons multiple times. He also showed how it could speed up to move fast in list, when rotated for long time. It was approved.

One thing common in Apple culture was the no. of demos, options and the speed in decision making. Rather than presentations, they got things done on table to have a better feel.


Apple had this culture of thinking variety of options and then trying each of it to find the perfect one, if they couldn’t find something perfect enough, they would go back to more research, and even after having perfect option, and finalizing things, if dome new idea popped, they were quick to change. The decision making process in Apple had really less approvals. A product simply needed to be good. That’s it.

This could also be seen in the software they made. For iPod, Steve Jobs wanted that each action and function should be made done with in 3 steps and it should be simple enough that actions are intuitive. They spent days correcting and finding the correct combination for it. And that payed off really well.

In terms of design another contribution to iPod was from Jony Ive, he had a love for white color. He wanted iPod to be white, and white should be the purest and cleanest and the brightest white, beautifully attached to polished stainless steel back.

And purity of white went further on, even charging cable, power brick, headphones etc. For the product launch they had decided to go up with this crazy tagline, “100 Songs in Your Pocket” They also decided to go big with iPod in terms of marketing, far more than any other company, not only because their product was great, but also because, iPod would drive Mac sales and also create a brand of Apple was innovative company leading the market. They wanted the biggest share of music industry.

The product launch was nice and lovable, Steve Jobs was wearing black turtleneck with jeans. their was skepticism over its $399 price. Some called it outrageous, and media and blogging community did not receive it well, but great consumer response made those skeptics quite. This created Apple’s brand image as a respectable tech brand, that worked for intersection of technology with art, and culture.


Steve Jobs and Apple had a vision, of syncing iPod and Mac seamlessly with their Fire wire, so that the songs got transferred and used without any effort.

their this strategy worked pretty good, but the major problem was availability of music. For getting music onto it, they had to buy music in physical form of CDs and then transfer it to iPod. Steve wanted a cozy and comfortable environment for buying music also, result was the birth of idea of Apple iTunes store. their were lot of incidence Many music producing companies started to sell their music on their own stores, and the music remained exclusive to them, meaning that no other source was allowed to sell their music.

The problem was that this strategy didn’t work out well. Steve Jobs had a lot of respect for intellectual property, as he himself never liked software getting stolen.

He proposed idea of iTunes store, where songs could be sold, it was a debatable issue that the music should be sold as individual song and not as a whole album, with each song sold for 99 cents each.

He personally went to discuss with companies showing them various aspects, and how the copy protection would work, and how much profit would be shared. One of the key company was Universal Music Group, that agreed to it because they were fed up with the piracy of properties and bad system for selling music online. And Sony was thing to get this done for the past 2 years, but they were never successful.

At the launch, he met great artists including Bono, Mick Jagger, and Sheryl Crow. Steve Jobs, launched it on April 28th, 2003.

He told the problems of free music, he told that the quality was crap, there was no certainty that what you saw was what you got, they didn’t show previews to the music you wanted and most importantly it was stealing the intellectual property. He promised iTunes would start with 200,000 songs growing each and every day, they promised of high quality, great previews and ability of syncing it to multiple devices easily. All for 99 cents per song. He justified that the cost, by stating that spending 15 minutes per song of $1, was sheer wastage.

Microsoft was taken aback with what Steve Jobs had done. As many people anticipated, the magic of Apple, was threat to other companies. Microsoft anticipated iTunes coming to Windows and it would sure shot, be a hit. And Microsoft didn’t wish Apple to succeed. their sleep was gone, and they were playing catch up to develop something similar to iTunes.

Jobs though never thought of taking it to PCs. But when the board and top executives started to present the idea, and he was standing alone against they all, he decided to finish debate and allow it on windows, it was rare instance where, Steve Jobs went against his wish. iTunes for Windows was released in October 2003, and according to Apple, it was the best Windows app, that was ever written.

Pixar Getting Acquired

The environment at Pixar and Apple, were quite different. Even though Steve Jobs was CEO of both companies. Pixar was doing good with finance while Apple was not in that good situation. Apple was a company where the environment was always demanding and very competitive, there was a constant pressure on people. Whereas in Pixar there was a creative and Serene environment.

Pixar was getting ready for its 2nd movie, which was A Bugs Life. Steve Jobs accused that Dreamworks, their competitors had copied their idea, because in whole history of animation, no one had thought of animating insects but all of a sudden when Pixar gets the idea, coincidentally Dream Works also got the idea. Though they were not true.

A Bug’s Life had sales of $163 Million Domestically, and $363 Million international. This was a proof to the skeptics of Pixar, and whole idea of animated movies who believed that they were one hit wonders. They proved that their success twas not short lived, and their position in market was further strengthened by Toy Story 2, which had amazing $485 Million in sales.

To utilize their money, they wanted their office, and Steve Jobs had a major role in it. He never actively took part in movie making, because in his heart he was never a animator, but he wanted the office to be great. He wanted a huge office, which promoted unplanned meetings, and lot of interactions, and everyone was easy to approach.

Pixar has always had a close relationship with Disney. As such, if anyone was going to acquire them, Disney was the obvious first choice. Disney would benefit by owning the world’s most innovative computer animation studio, and Pixar would benefit from Disney’s cushy financial safety net and first-class distribution network.

John Lasseter, Brad Bird, Pete Docter, and many more Pixar folks are alumni of the animation program at CalArts, which was founded by Walt Disney himself. Disney films were also incredibly influential to co-founder Ed Catmull in his childhood. Additionally, back in the 1980s, Pixar and Disney collaborated on software for computer-assisted 2D animation production. This software replaced the old cel painting technique used at Disney and was run on Pixar Image Computers.

Pixar’s first feature film Toy Story was co-produced with Disney as part of a deal in 1991. According to the deal, Pixar would produce three films and Disney would fund, market, and distribute them. As a part of deal, Disney owned all story and sequel rights. Disney executives  planned to make movies on there own, with the help of these rights.

“These characters are like our children, and it just killed me to think of the people who forced Cinderella II into existence making sequels to our films, running our characters into the ground.” said John Lasseter

In 2004, Disney and Pixar tried to reach a new agreement. Pixar was adamant that they would have control over their stories, characters, and other film properties. But they couldn’t reach a agreement, Steve Jobs shared a bad relation with executives

Pixar was supposed to go off and find other distributors to partner up with, but their were rumblings that Eisner might be replaced. In 2004, discontented Disney shareholders refused to reelect Eisner, and the search for a new CEO began. In 2005, Bob iger replaced Eisner.

In comparison to Eisner, Iger was much more on the same page with those at Pixar. He wanted to bring back animation at Disney– a few years earlier the company had shockingly closed down their hand-drawn animation department.

From Pixar’s end, their were a few reasons to join Disney. Iger promised Catmull and Lasseter authority over Pixar and Disney animation. They would have the business and marketing side of Disney as a resource and wouldn’t have to face the difficult task of needing to quickly develop an entire marketing/consumer product department, bringing in 200+ business employees which would alter Pixar’s culture. They would also have less financial risk with a parent company providing financial backing.

The deal went through in 2006. Disney bought Pixar for ~$7.4 billion. The end result was Jobs became the majority shareholder of Disney and a board member. Catmull became the president of Walt Disney and Pixar Animation Studios. Lasseter became the Chief Creative Officer of both studios. Films by Pixar are branded as “Disney • Pixar” and Pixar Studios maintains a mostly independent identity from Disney.

“Our partnership with Disney has probably been the most successful partnership in Hollywood history, and it’s been the best thing that ever happened for Pixar. We wouldn’t be here today without it”

– Steve Jobs


On a day in October 2003, he came up to a Urologist, and their he was asked for a CAT scan for Kidney and Uterus, nothing was found their. But they found some dark shadows around Pancreas that grew him suspicious. Though Steve Jobs tried to dodge any further check up.

Later he received a call for further checkup, and he could understand the urgency in the voice. He went through biopsy, where a endoscope, was put through his throat. A needle was out through his intestine to get sample of some cells, and after getting the results, they burst into joy.

Steve Jobs was suffering from a rare type of tumor, that grew slowly, and was more likely to be treated. Steve Jobs took time to get away with the realization that he had Cancer.

Steve Jobs was reluctant to have surgery. He was not willing to get his body opened. He believed that he could cure it with natural methods. But that didn’t work. His tumor had significantly spread, by 2004, and he had to face the reality wherein he had to have a surgery in 2004. This resulted in a major removal of tumor.

Tim Cook was made in charge of Apple. And Steve Jobs took 6 months to recover fully. It was a struggle of few weeks to get back to able to sit on seat after operation. Then a week further on to get on his feet again. He was determined to get back to work.

When Steve Jobs, was envisioning new product for Apple. iPod sales were going high, but they couldn’t remain with iPod forever. They realized that as cameras become less popular when phones started to ship with Cameras, in similar manner, phones can ship with music player also.


Hence idea of a new revolutionary product came in his mind. Steve Jobs wanted to make a phone. They discussed with team members over the true phone they would like to use. The phones that existed that time were junk.

In the meantime they were aware of a top secret project, working to make a touch screen tablet. The prototypes and the ideas gave them hint, that they could make a phone with same principle

This secret was kept safe, till the time iPhone was launched. He got to know about Microsoft tablet, but he hated it, because it had stylus. Apple was determined to show the world the right way to do tablets and touch screen.

Jony Ive was secretly developing a multi touch interface, for trackpads of Macbook Pros, for multi touch gestures in their devices. He showed it to Steve Jobs privately and Jobs loved it. Apple developed 2 prototypes, one with iPod style trackwheal and another with touch screen. The touch screen one was riskier, but Jobs found it to be more promising so they went with touch screen

And they were determined to not use stylus. The problem with touch screen displays is that the finger cannot be as accurate as mouse. This is because the tip of the mouse, is a really sharp point, and can easily get the input

Apple had a culture of improving products. Apple since 2002 had been working on a tablet that would be better version of Newton PDA, which was discontinued few years ago

But Steve Jobs at a time in 2005 decided that they needed a phone. The present phones were cheap and garbage. A team of around 15 engineers was collected to start work on a phone. A Non-Disclosure agreement was signed and the project was named Project Purple.


There was a separate region with restricted access was allotted to this team. The goal was simple develop great software to accompany the phone. Steve Jobs was determined to ship it with a touch screen display and without a stylus.

But the problem with touch was that our fingers have a larger area. When we touch the screen, a larger region if input is received, and software needs to understand what you exactly want to do. This problem was a major hurdle while developing the keyboard.

Jobs also wanted a elegant glass screen rather than a plastic screen, because it looked premium and have a better feel.

But the design after being finalised, saw a rework after 9 months. Hard work of multiple engineers was going to be diluted, because they wanted the device to feel a bit different, and they got a thinner bezel, so that they can have smooth transition between glass and the frame.

There was everything from email client, to dailer to keyboard that took deep software wonders. One thing that they needed surely was the keyboard. The Newton had a handwriting reorganisation system that had a mixed response.

The Safari web browser was re-coded to work on iPhone, the MacOS X was used as base for software. They worked with lot of demos daily done

They wanted to find the best look and feel for the software, and wanted each action to be easy and intuitive. They created a swipe to unlock animation such amazing, that a person would know how to swipe by simply looking.

They worked to decide how fast should the animation me, how much should they scroll etc. One of the greatest challenges was the keyboard.

They initially planned to have a keyboard where a single key would have 3-4 alphabets written on it. This will give people larger keys to type. The person when types the whole word, the software would try to find the right alphabet for each key. The software would decide which alphabet you pressed based on all the keys you press to type the word. It will use a predefined dictionary to make out what alphabet you meant. This gave big keys, but the major problem, was that it was impossible to type the words that were not in dictionary. Names of humans for example, may not necessarily by in dictionary.


After months of work trying to figure out a dictionary, they found out, that they can have layers. A normal QWERTY keyboard was what they put. Area for each key got many a times smaller. But there was a visual layer and a software layer. The area at visual layer was small. But software layer was bigger. The software had area of each key extending past the visual area. This led to area of each key extending past it, and overlapping one another.

This complex software, created a gradient of sensitivity, where upon each tap, the center of the visual area was most sensitive, and the overlapping area was less sensitive.

This meant that a tap in sensitive region (which was the visual key) meant that the key actually was pressed. But the tap in non-sensitive region, meant that software would decide what user actually meant.

Here came in the use of dictionary, where based on the last alphabet user typed, and the alphabets that overlapped, the software would predict which key user wanted to press. This gave really good results.

The software after refinement worked buttery smooth. Steve Jobs wanted the touch screen to be multi touch. Where there could be multiple gestures, to quickly do actions. Apple kept whole project a secret to extent that most engineers did not even know what the phone will be called till the actual release date.

There was a app made to make phone calls. It had a numeric keyboard and search contacts system. It natively supported rich text emails. The only hardware buttons were home button, volume rockers and sleep/wake button. A cool 4 inch screen adored in front.

The Revolution

Macworld launch event was a great one. Jam packed with crowd, Steve Jobs entered in his iconic turtleneck, and started with the importance of technology. He told that every once in awhile a revolutionary product comes, that changes everything, not just a industry but everything. This was so with the iPod, and with the iMac. He wanted people to feel that they were about to witness another revolution, a historic movement. He said that Apple, is launching 3 revolutionary products, (audience was unaware of product, and he wanted to tell how iPhone can do a work of 3 products.)

Apple was launching a widescreen iPod, a Touchscreen phone, and a revolutionary internet communicator. On screen appeared iPod, phone, and Safari icon. “Are you getting it, these are not 3 products, this is one product and we are calling it iPhone” Crowd applauded. Later Steve Jobs gave lot of demonstrations, and crowd had good response for it. This was a master stroke by Steve Jobs because some reports told that iPhone software was not fully ready.

He had multiple iPhones sitting at his table, and each iPhone could performed only one task and then Steve Jobs carefully switched iPhone to carry out the next task in the demo without people knowing. This was possible because the launch event and the day when when it went on sale.

iPhone was launched on 8th January 2007, at 9:42. And this is the time, that is written on all Apple’s screenshots or official photos of iPhone till date. It started shipping 6 months later, which was the time required for FCC certification. Sales were good, and there was lot of popularity. And the iPad project that they had kept in the bookshelf became alive, and focus diverted to iPad.

But his health again started to become a hurdle for him. He had lost much of his pancreas, and the result of the same was that he lost weight, and there was a constant pain in his body, added was bad eating habits.

His iPhone 3GS, announcement saw him in lean, thin condition. After the launch the headline and discussion topic remained Steve Jobs rather than iPhone. The stock price dropped, and constant thoughts, and news were being seen regarding him. Articles regarding his health were common, and blogosphere also erupted. The stock price obviously saw a negative impact as a result of it. Even though Tim Cook was handling the affairs and supporting Jobs. But the company wanted to see Jobs come back, as he was going on a medical leave, to handle his own self.

Liver Transplant

Research told that Jobs needed a Liver transplant, and finding one on time seemed impossible, because laws prioritize those with Cirrhosis and hepatitis patients over Cancer.

Money had no influence and Steve Jobs had to be on a large wait list, to get a Liver that suited his blood group. But one thing they did was to get their name listed on wait list of 2 states at same time. The condition for doing it was to be able to reach to hospitals of both the states within 8 hrs and should be physically examined by doctors of both states.  Steve Jobs got both done to be eligible.

On March 31st 2009, a car driver died in accident and his parts were made available, Steve Jobs reached through his private jet, and transplant was success. But the health condition did not improve much, because the tumor had gone past the Liver. During another procedure after the transplant, he aspirated some content in himself that lead to pneumonia. It was fatal, and they even thought Jobs might not survive another day, but he did survive.

His family gathered, Mona Simpson also arrived. Lauren would constantly hover around him, and monitor his medical condition. He used to float in and out of consciousness, and soon he started to recover, and came back his attitude and fussiness to various things also. His bad eating habit also returned.

He couldn’t eat food thinking it was medicine. He would get energetic whenever Apple employees visited him. He was frequently visited by Tim Cook, who shared lots of details, and took advice for small decisions also. Like the font of iPhone 3GS text, had his inputs also.

Steve Jobs was fit again by May 2009, and returned. It was a emotional moment to reach back. He was received by Tim Cook and Jony Ive on Airport. A excitement and desperate attitude to come back was visible in his eyes. By early June, he attended a board meeting and had frequent meetings with employees at his home, and by the end of month he was back to work.

Getting Healthy

He took reports information, and ripped of people who didn’t perform well. He was back to his initial form, though after going through so much sufferings, he was more helpful to people. Apple had launched the iPhone in 2007, and that was a success, after Steve Jobs returned from his Medical leave in 2009, the focus shifted on the iPad.

The idea of iPad had been going among folks at Apple since 2002. A Microsoft engineer had told him about a stylus based tablet, and he wanted to teach world how to make a real tablet. The project for iPad was now taken out of the book shelf and made the main focus of Apple.

They initially thought to have Intel to be used for powering iPad, but engineers presented that the ARM architecture was better, simpler and used much less power, as a result they opted for it

Steve Jobs presented iPad as a thing, that did some tasks better than both iPhone and Macs. It was portable and had raw power. It had large screen for multimedia, big keyboard to type mails etc.

Bill Gates, didn’t like iPad. He believed that stylus approach was better. He preferred Netbooks. Netbooks were better than it.

It received lot of criticism initially, for the fact that it was all together a new form factor, a product size never seen before, and people couldn’t justify the need for the iPad. Most of the bloggers and magazines criticized it, but once they had a hands-on experience, their minds changed.

The reviews tarted to be good, for the fact that it was great on power, beautiful on design and buttery smooth on software. Everyone loved it, there was a unique beauty of Steve Jobs design. It was really simple design, with its own beauty.

One thing that Steve Jobs wanted was high level of control thus disabling apps on iOS devices for long. He considered web apps the future, but soon it became clear that web apps were slow. And that iPads true power could not be seen without allowing developers to use its power

“What’s on Your IPad”, was a new trend in world, everyone loved it. Best were the thousands and thousands of apps that were available at Apple store, for free or for minimal cost.

The App Store for the iPhone opened on iTunes in July 2008; the billionth download came nine months later. By the time the iPad went on sale in April 2010, their were 185,000 available iPhone apps. These also brought income to Apply for paid apps, which was already on a rise.

With Apps, their was also a revolution in books, and a revolution in blogosphere. eBooks find a good destination on iPad, and publishers actively loved it. their was also a gamble that Steve Jobs played to allow publishers to charge whatever price they wanted and pay 30% to Apple. People though it was outrageous as compared to Amazon, but this allowed publishers to create gap between hardcover books and ebooks.

Rupert Murdoch launched a new newspaper, The Daily which was a digital only newspaper specifically made for iPad. It was not a huge success, but it developed good relationship between Murdoch and Steve Jobs, they started to have frequent meetings and even went to dinner. Jobs even spoke at a event from him, making a exception from his style of not attending public meetings.

One thing that Steve Jobs always stood for respect of great things, and for great software also he had same attitude. When their were clones of Apple products coming he never liked it, and worked to finish them. He didn’t like Microsoft stealing their idea of GUI, but he had to settle issues by dealing with Bill Gates to get funds for saving Apple. And now he believed that Google was doing same with Android. They were copying the design and ideas of iOS.

Google War

In short if Steve Jobs had been alive, he would have worked really hard to finish Android, how far may Apple and Google had been partners, but Steve jobs didn’t like when Google entered their territory.

Steve Jobs had stated,“…I will spend every penny of Apple’s $40 billion in the bank, to right this wrong. I’m going to destroy Android, because it’s a stolen product. I’m willing to go thermonuclear war on this.”

In iPhone 1, he had specific designed software from Google, he when tried to get color of Google logo altered because he believed the color of Google logo on iPhone was not looking right. Steve Jobs and Google co-founder Larry Page had been great friends at that time.

In 2001, Steve Jobs was also offered to become the CEO of Google. At that time Steve Jobs was transitioning from Next and Pixar and he was yet to prove himself in Apple. As a result he rejected the offer, and kept on developing the iPod at that time in 2001. But he kept advising and mentoring Larry Page and Sergey Brin

Later though when Google announced their own operating system, he knew that it was Google who was going against Apple. It was not simply that they entered Apple’s territory, but he considered it to be cheating.

This happened in late 2008. Steve Jobs had been great friend with Bill Gates also. Even though Microsoft Was somewhat in their territory, but Bill Gates never betrayed and was loyal as a result they kept cooperating.

As stated, after Google launched, Steve Jobs was ready to do a thermonuclear war against them, and he was the one who got many companies and products like floppy disks, s/2 serial ports, CD drives etc. out of the business.

He was totally capable of doing it, and considered at legitimate, as Apple had not entered Search Engine territory.  But it was his health problems that didn’t let him long enough to achieve it. Steve Jobs when was struggling to get Apple back, saw Adobe go against him. Adobe refused to collaborate on making its software versions for Mac in 1999. But around 10 years down the line the tables turned. Apple turned from a struggling company to a industry leader. And now its was Apple’s turn to take revenge, which they did by not allowing any apps using Flash system to run on iOS. Also in opinion of Steve Jobs Adobe’s Flash was literally bad. They even banned the compilers that converted Flash apps to iOS apps.

When criticized for it, Steve Jobs wrote a open letter, and there were majorly facts. Steve Jobs also banned games and apps that defamed people or had inappropriate content.

This created gossip at many places including Silicon Valley’s very own blog the Valleywag. In the meantime another bad thing that happened with Apple was that a careless engineer left the pre-release iPhone 4 in a bar, and got in hand of people outside Apple. And it releases series of comments and criticisms there was a perception of Apple being Arrogant created in public.

iPhone 4

Another trouble that came in 2011 was Antennagate. The iPhone was criticized to be suffering from issues with network problems. According to some reports, holding the iPhone in a particular manner cause a significant drop in signal, because it blocked the Antenna bands that are responsible for reception. This issue was significant and unique to Apple because Apple used Metal to make the iPhone case. The electromagnetic waves bend through it rather than passing by, causing less signal reception.

Apple used steel for making the case it gave it beauty, structural strength, and also served as part of antenna. But this created small gaps in case, that was necessary for signals.

But holding in certain way still caused signal drop, and this issue came to be termed as “Antennagate,” and the issue became more prominent when Consumer Reports decided to not recommend it.

Steve Jobs was a trip to Hawaii, when he got informed and decided to return. He started to call all his great people, and asked them to reach board room, the next few days were really crucial for Apple’s image, he got all his members arranged to make tough calls.

They also gathered Data with At&T over call drops, and they realized the issue existed but it was quite minor in comparison to what other phones faced. Apple boardroom gathered facts and together discussed over the plan of Action. They decided that it was their mistake, but it would be foolish to be apologetic.

Rather what they should do it present facts, tell them the real story, and reason behind it, and in the meantime find a solution to the problem A solution came easily, that was to use phone case. The plastic phone cases, could be used to insure that signals do not get obstructed to antenna bands, and a reduce in call drops is observed.

What they did was that Steve Jobs, took to stage and told that how this issue was also eminent among other manufacturers also. And later told that Apple to solve the issue anyway would provide a list of phone cases on its site, any owner of iPhone 4, can select any one case from the list and Apple will ship it to you for free without any questions. If someone had already bought the case, Apple would refund the cost upon getting bill. This made most of the customers happy.

iPad 2

Steve Jobs even before the launch of first iPad was envisioning the iPad 2, to plug the loopholes of the first generation. One of the most important change was the camera system that iPad would feature.

Steve Jobs also wanted the iPad to be thin, because there were people who put case on their iPad and that made them bulky, thick and finished its beauty.

Steve Jobs wanted a thinner iPad, and upon advice of a engineer, a cover was also added using magnetic hinge, that could be used to cover the iPad, and be used as a stand when open. It would use magnets to make it possible, it was purely mechanical and was design based decision. Most of the companies that didn’t even thought about.

For the launch Steve Jobs was not attending it, and Tim Cook was expected to deliver the keynote due to Steve Jobs’ leave of absence. Though Steve Jobs still wanted to attend it. He wanted the world to show their hard work and vision, and he made it to the event. By the time the event came Apple had also finished another criticism that it was facing for iPad.

The iPad could show lots of content and browse variety of sources. But it was not a tool for productivity. their was little that you could make from it, as a result Apple bought iMovie and Garageband to iPad, with special interface leveraging its power and screen space for smooth working.

MobileMe was Apple service to backup all data to servers and sync it across all devices, but it was flawed and their were constant data losses reported. Some people found it to difficult to be used.

They corrected with the new iCloud which was launched in Apple WWDC in mid-2011. The newer one would automatically sync data across all Apple devices.

In meantime as Apple expanded it needed a new office, Apple was building another Apple’s new building which had 4 stories, 3 million square foot area was ready with a wonderful design and extreme beauty. Curvaceous large pieces of glass joined together to form a large beautiful campus.

Their were beautiful trees to be planted all around Apple office to give it a more natural and peaceful look, it was very spaciously built. Another dream that Steve Jobs had for himself was to attend his first kid Reed’s graduation. He was diagnosed with cancer in 2001, and he was determined to be alive till that time, and he succeeded in it.

Reed had a look that he took from his father and a caring attitude that he took from his mother. He was inquisitive person. After diagnosis with Cancer, he used to spend lot of time with great doctors, doing serious research over cancer. According to Steve Jobs it was the silver lining of his sickness, because it generated Reed’s interest in it. And his attitude to it was similar to Steve’s attitude to technology. At a competition Reed even said he was ambitious of becoming Cancer researcher.

Steve Jobs never shared to good relationship with her daughters. And the daughters were also similar, they had a more introvert nature, and felt distinct from father. They like their mother were empathetic and understood that their father was having hard time juggling between family and office and in meantime fighting Cancer. Though he took his kids to trips sometimes, but there were instances when his office work caused them to get cancelled or Jobs returning in middle of trip due to some issue.

3rd Leave

At one instance he got a chance to meet the then President Barack Obama. Though he didn’t wanted to talk to him at all, the conversation went 45 minutes, where he criticized Obama, for bad business policies, and wrong education system. Steve Jobs attitude remained same even when few weeks later the Cancer returned. Doctors found no symbols of tumor in his body, but he could feel in his own self that things were not right. His appetite decreased, he had pains, he lost weight. He also became emotional and could feel that his end was near. Doctors assured that everything was fine.

But in 2011, Doctors discovered parts has of Cancer and some other symptoms. His biological sister Mona Simpson reached at his place. They knew that it was critical.

The major problem was that the cancer medicines caused loss of diet and as he had already lost his pancreas, his body got really less nutrients to fight. Added was his already really bad food habits. Jobs was in on his 3rd medical leave at Apple, and Tim Cook was again heading the operations.

In meantime doctors wanted to remain a step ahead of Cancer and planned a DNA sequencing of Steve Jobs to analyze him. Doctors from Stanford, Johns Hopkins, and the Broad Institute of MIT and Harvard collaborated over it.

The analysis allowed them to understand the structure of cancer and decide drugs that targeted only the parts that functioned wrongly. This was quite effective.

He was not well but still he took a meeting of the Doctors treating him, and when one doctor started showing Powerpoint Presentations, he forgetting pain started talking about how the Apple software for presentations was better.


In 2011, he had many visitors come to meet him, this included his biological daughter Lisa Brennan-Jobs. Even though Steve Jobs was angry at Google for copying iOS, he still met with Larry Page, and gave him some tips and recommendations for future.

He also had Bill Gates visit him, both spent 3 hours talking over old and the new. The past and the future. They talked about how they both had changed the face of industry and what were future possibilities. Jobs was thin but he had a lot of energy within himself. The meeting was happy and memorable.

Jobs used to talk with Apple employees over future. He wanted a device that could reduce burden of backpacks that kids carried to school. In August, he understood the Reality that he was on a medical leave was pulling back Apple. He wanted Apple to make a smooth transition to new CEO. He on 24th August 2011, arrived at Apple board meeting.

He had always been determined that if a day came when he was unable to serve as Apple’s CEO, he would be the first one to let Apple know. The day had come. He offered to resign from position of CEO and recommended Tim Cook to officially replace him.

Even though Steve Jobs was really great at distorting reality to his favor. There were times when certain facts like being diagnosed with cancer would come up and he couldn’t change reality so he would ignore it altogether. He would shift focus to another thing.

This was usually a negative of his Reality Distortion Field. He could focus on his office work by ignoring reality but that couldn’t win over facts.

He spent his final weeks — as he had spent most of his life — in tight control of his choices. He invited a close friend, the physician. The whole family was their.

Their were tears, and a realization of responsibility that they were to carry forward his legacy and take care of his multi billion dollar net worth.

Jobs spent his last days in pain. He was not meeting many people, and the world was getting more worried about him. Apple employees talked about him often, and there were people calling him and coming to greet him.

Steve Jobs in his official biography (not the one which you are reading right now) has quoted the following lines during his last few days on earth.

At this moment, lying on the sick bed and recalling my whole life, I realize that all the recognition and wealth that I took so much pride in, have paled and become meaningless in the face of impending death.

In the darkness, I look at the green lights from the life supporting machines and hear the humming mechanical sounds, I can feel the breath of god of death drawing closer…

Now I know, when we have accumulated sufficient wealth to last our lifetime, we should pursue other matters that are unrelated to wealth… He called up his sister Mona Simpson on 4th October, 2011. He asked her to rush to his place as soon as possible. Which she did. Steve Jobs knew his end had come.

Simpson, her brother began to slip away. “His breath indicated an arduous journey, some steep path, altitude. He seemed to be climbing.” He departed this world on 5th October 2011,  with a lingering look at his family. “Before embarking, he’d looked at his sister Patty, then for a long time at his children, then at his life’s partner, Laurene, and then over their shoulders past them.”

Then he went heavenly aboard with the simple, if mysterious, words “Oh wow. Oh wow. Oh wow.”

#SteveJobs #RealityDistortionField #Apple #Pixar #Macintosh

Thanks for Reading, Warm Regards, Aditya
Categories: Creations

Aditya Agarwal

Aditya Agarwal

Indefinite Thinker Infinite Player 5th October, 2019


Leave a Reply