Steve Jobs

Isaacson thinking of leaving.\" That added to from watching Amelio bumble the board inJune, withAmelio out of the ent directors how he calculated their O, I think there's only a 10% chance d. \"If we fire him and convince Steve % chance of surviving. If we fire Gil, search for a newCEO, then we have board gave him authority to ask Jobs London, where they were planning to ches. He saw some ofthe tennis dur gs in his suite at the Inn on the Park here itwas daytime. By the end ofhis . rd was going to fire Amelio, he said, k as CEO. Jobs had been aggressive his own ideas about where to take red the cup, he became coy. \"I will hardfor him to become at least the d. \"Iwill be an advisor,\" he said. \"Un board member—that was something to be the board chairman. \"That's all mors began circulating, he emailed a g them thathewas not abandoning ard ofdirectors three weeks ago ask r CEO,\" he wrote. \"I declined. They man, and I again declined. So don't that. I have no plans to leave Pbcar. ns? Whywas hereluctant tograb the eemed to desire? When I asked him,

The Restor Wed just taken Pixar public, andI was knew of anyone who served as CEO temporarily, and I wasn't even sure it wanted to do. I wasenjoying spending torn. I knew Apple was a mess, so I w this nice lifestyle that I have? What are to think? I talked to people I respected about eightone Saturday morning—to the cons, and in the middle he stopped a shit aboutApple.\" I was stunned. It w shitabout Apple—I started it and it isa That waswhen I decided to go backo hire a CEO. The claim that he was enjoying spen was not convincing. He was never des trophy, even when he had spare time better at paying heed to his children, focus was on his work. He was freque daughters, estranged again from Lisa, So what was the real reason for Apple? For all ofhis willfulness and in Jobs was indecisive and reticent when He craved perfection, and he was not to setde for something less. He did n ity or make accommodations. This w furnishings for the house. It was also commitments. If he knew for sure a c unstoppable. But if he had doubts, he not to think about things that did no when Amelio had asked him what ro go silent and ignore situations that m This attitude arose partly out of binary terms. A person was either ahe amazing or shit. But he could be sty complex, shaded, or nuanced: getting

ration 315 s happy being CEO there. I never O of two public companies, even was legal. I didn't know what I g more time with my family. I was wondered: Do I want to give up e allthe Pixar shareholders going ed. I finally called Andy Grove at oo early. I gave him the pros and d me and said, \"Steve, I don'tgive was then I realized that I do give a a good thingto have in theworld. on a temporary basis to help them nding more time with his family stined towin a Father oftheYear me on his hands. He was getting especially Reed, but his primary ently alooffrom his two younger , and often prickly as a husband. r his hesitancy in taking over at insatiable desire to control things, n he felt unsure about something. t always good at figuring outhow not like to wresde with complex was true in products, design, and o true when it came to personal course of action was right, he was e sometimes withdrew, preferring ot perfectly suithim. As happened ole he wanted to play, Jobs would made him uncomfortable. his tendency to see the world in ero orabozo, aproduct was either ymied by things that were more g married, buying the right sofa,

316 Walter committing to run a company. I up for failure. \"I think Steve wan saved,\" Fred Anderson said. Woolard and the board decid though Jobs was not yet forthcom play as an advisor. Amelio was a children, and grandchildren wh London. \"We need you to step d replied that it was not a good tim had to persist. \"We are going to a Amelio resisted. \"Remember, take three years to get this comp \"I'm not even halfway through.\" \"The board is at the place wh ther,\" Woolard replied. Amelio a and Woolard told himthetruth: was one of the people we talked viewisthatyou're areally nice guy computer industry.\" \"Why in the world would you Amelio replied, getting angry. \"Ste of directors, so what the hell is h But Woolard didn't back down, a the family picnic before telling hi At times Jobs displayed astran ness. He usually didn't care one i could cut people off and never ca times he also felt a compulsion Amelio received, to his surprise, just wanted you to know, I talke I really feel bad about it,\" he said. lutely nothing to do with this turn made, but they had asked me for he respected him for having \"the met,\" and went on to give some

r Isaacson In addition, he didn't want to be set nted to assess whether Apple could be ded to go ahead and fire Amelio, even ming about how active arole he would about to go on a picnic with his wife, hen the call came from Woolard in down,\" Woolard said simply. Amelio me to discuss this, but Woolard felt he announce that we're replacing you.\" , Ed, I told the board it was going to pany back on its feet again,\" he said. here we don't want to discuss it fur asked who knew about the decision, the rest oftheboard plus Jobs. \"Steve d to about this,\"Woolard said. \"His y, but you don't knowmuchabout the u involve Steve in adecision likethis?\" eve isnoteven amember of theboard he doing in any of this conversation?\" and Amelio hung up to carry on with is wife. ange mixture of prickliness and needi- iota what people thought of him; he are to speak to them again. Yet some to explain himself. So that evening a phone call from Jobs. \"Gee, Gil, I ed to Ed today about this thing and \"Iwant you to know thatI had abso n ofevents, it wasa decision the board advice and counsel.\" He told Amelio highest integrity of anyone I've ever unsolicited advice. \"Take six months

The Restor off,\"Jobs told him. \"When I got thro went back to work, and I regretted board if AmeHo ever wanted more ad Ameliowas stunned but managed He turned to his wife andrecounted w the man, but I don't believe him,\" he \"I was totally taken in by Steve,\" idiot.\" \"Join the crowd,\" her husbandrep Steve Wozniak, who was himsel company, was thrilled that Jobs was \"It was just what we needed,\" he said Steve, he knows how to get the mag over Amelio surprise him. As he told \"Gil Amelio meets SteveJobs, game That Monday Apple's top emplo ditorium. Amelio came in looking c to report that it's time for me to mo who had agreed to be interim CEO, thathewould be taking his cues from since he had lost power in aJuly 4 we onstage at Apple. It immediately became clear tha admit it publicly (or even to himsel and not be a mere advisor. As soon wearing shorts, sneakers, and a blac invigorating his beloved institution. this place,\" he said. There were som off. \"It's the products!\" he answered. ucts?\" Again there were a few attem in to hand down the correct answer. \"There's no sex in them anymore!\" Woolard was able to coax Jobs to would be a very active one. Jobs app had \"agreed to step up my involvem

ration 317 rown out of Apple, I immediately it.\" He offered to be a sounding dvice. d to mumble a fewwords ofthanks. whatJobs said. \"In ways,I stilllike told her. she said, \"and I really feel Uke an plied. lf now an informal advisor to the coming back. (He forgave easily.) d, \"because whatever you think of gic back.\" Nor did Jobs's triumph d Wired shortly after it happened, over.\" oyees were summoned to the au calm and relaxed. \"Well, I'm sad ove on,\" he said. Fred Anderson, , spoke next, and he made it clear m Jobs. Then, exacdy twelve years eekend struggle, Jobs walked back at, whether or not he wanted to lf), Jobs was going to take control n as he came onstage that day— ck turdeneck—he got to work re- \"Okay, tell me what's wrong with me murmurings, butJobs cut them . \"So what's wrong with the prod mpts at an answer, untilJobs broke . \"The products suckl\" he shouted. o agree that his role as an advisor proved a statement saying that he ment with Apple for up to 90 days,

318 Walter helpingthem until they hire a new Woolard used in his statement wa advisor leadingthe team.\" Jobs took a small office next floor, conspicuously eschewing Am volved in all aspects ofthebusines plier negotiations, and advertising had to stop the hemorrhaging of he wanted to reprice their stock so low that the options had beco the exercise price, so they would was legally permissible, butit was tice. On his first Thursday back a board meeting and outlined the p asked for time to do a legal and would mean. \"It has to be done good people.\" Even his supporter Ed Woola committee, objected. \"At DuPont \"You brought me here to fix Jobs argued. When the board pro months,Jobs exploded: \"Are you nu of silence, then continued. \"Guys, coming back onMonday. Because to make thatare far more difficult support behind this kind of decisio I'moutofhere, and you can blame up for the job.'\" The next day, after consulting back. \"We're going to approve thi members don't like it.We feel like options for the top team (Jobs ha was the price of the stock the day Instead of declaring victory an ued to seethe at having to answer the train, this isn't going to work,\"

r Isaacson w CEO.\"The clever formulation that was that Jobs was coming back \"as an to the boardroom on the executive melio's big corner office. He got in ss: product design, where to cut, sup g agency review. He believed that he f top Apple employees, and to do so k options. Apple stock had dropped ome worthless. Jobs wanted to lower be valuable again. At the time, that notconsidered good corporate prac at Apple, Jobs called for a telephonic problem. The directors balked. They financial study of what the change fast,\" Jobs told them. \"We're losing lard, who headed the compensation we never didsuch a thing,\" he said. this thing, and people are the key,\" oposed a study that could take two nuts?!?\" Hepaused for along moment ifyou don't want to do this, I'm not e I've gotthousands ofkey decisions than this, and ifyou can't throw your ion, I will fail. Soif you can't do this, e it onme, you can say, 'Steve wasn't withthe board, Woolard called Jobs is,\" he said. \"But some of the board e you've put a gunto our head.\" The ad none) were reset at $13.25, which Amelio was ousted. nd thanking the board, Jobs contin r to a board he didn't respect. \"Stop \" he told Woolard. \"This company is

The Restor in shambles, and I don't have time to all of you to resign. Or else I'm going Monday.\" The one person who could Most members of the board were commit himselfto coming backfull-t an advisor, yet he felt he had the po hard truth, however, was that he did could not afford for him to storm of of remaining an Apple board membe they'd been through, most were glad Onceagain the board acquiesced. he permit one other director to stay, help the optics. Jobs assented. \"They board,\" he later said. \"I agreed they c named Gareth Chang, who turnedo just a zero. Woolard, on the other h members I've ever seen. He was a pr and wise people I've ever met.\" Among those being asked to res 1976, as a young venture capitalist, h in love with the nascent computer $250,000 line of credit, and become owner of the newcompany. Over the the one constanton the board, usher He had supported Jobs at times but a blywhen he sided with Sculley in th returning, he knewthat it was time f Jobscould be cuttingandcold, esp him, but he could also be sentimenta him from the early days. Wozniak f course, even though they had drifte and a few others from the Macintos kuladid aswell. \"I felt deeply betraye and I always cared about him,\"Jobs came to ask him to resign from the A kula's chateau-like mansion in the W

ration 319 o wet-nurse the board. So I need g to resign and not come backon d stay, he said, was Woolard. e aghast. Jobs was still refusing to time or beinganything morethan ower to force them to leave. The have that power over them.They ff in a fury, nor was the prospect er very enticing by then.\"After all to be let off,\" Woolard recalled. It made only onerequest: Would in addition to Woolard? It would y were an awful board, a terrible could keep Ed Woolard and a guy out to be a zero. He wasn't terrible, hand, was one of the best board rince, one of the most supportive sign was Mike Markkula, who in had visited the Jobs garage, fallen on the workbench, guaranteed a e the third partner and one-third e subsequent two decades, he was ring in and out a variety of CEOs. also clashed with him, most nota he showdowns of 1985. With Jobs for him to leave. pecially toward people whocrossed al about those who had been with fell into that favored category, of ed apart; so did Andy Hertzfeld sh team. In the end, Mike Mark ed by him, but he waslike a father s later recalled. So when the time Apple board, Jobs drove to Mark- Woodside hills to do it personally.

320 Walter As usual, he asked to take a walk redwood grove with a picnic table. because he wanted to start fresh,\" I might take it poorly, and he was They spent the rest ofthe tim focus in thefuture. Jobs's ambition endure, and he asked Markkula w Markkula replied that lasting com selves. Hewlett-Packard had don instrument company, then becam putercompany. \"Apple has been si ness,\" Markkula said. \"You've got other thing, like other consumer p like a butterfly and have a metam he agreed. The old board met in late Jul who was as genteel as Jobs was pr Jobs appeared dressed in jeans and might start berating the veteran b Jobs merely offered a pleasant \"H business of voting to accept the r and empower Woolard andJobs to Jobs's first recruit was, not sur would be pleased tojoin, but he h would be fine if he came to only was coming to only a third of the thathad appeared onthe cover of life size and pasted on a cardboard Jobs also brought in Bill Cam Apple in the early 1980s and been Jobs clash. Campbell had ended u grown to dislike him so much tha CEO of Intuit and a walking bud the back of his house,\" recalled C from Jobs in Palo Alto, \"and he sa wanted me on the board. I said, 'H

r Isaacson k, and they strolled the grounds to a . \"He told me he wanted a new board Markkula said. \"He was worried that s relieved when I didn't.\" me talking about where Apple should n was to build a company thatwould what the formula for that would be. mpanies know howto reinvent them ne that repeatedly; it started as an me a calculator company, then a com idelined byMicrosoft in the PC busi tto reinvent the company to do some products or devices. You've got to be morphosis.\" Jobs didn't say much, but uly to ratify the transition. Woolard, prickly, was mildly taken aback when d sneakers, and he worried thatJobs board members for screwing up. But Hi, everyone.\" Theygot down to the resignations, elect Jobs to the board, o find new board members. rprisingly, Larry Ellison. He said he hated attending meetings. Jobs said it half of them. (After a while Ellison meetings. Jobs tooka picture of him fBusiness Week and had it blown upto d cutout to put in his chair.) mpbell, who had run marketing at n caught in themiddle ofthe Sculley- up sticking with Sculley, but he had at Jobs forgave him. Now he was the ddy ofJobs. \"We were sitting out in Campbell, who lived only five blocks aid he was going back to Apple and Holy shit, of course I will do that.'\"

The Restor Campbellhad been a football coach a Jobs said, was to \"getA performances told him, he would get to workwith A Woolard helpedbring in JerryYor cial officer at Chrysler and then IB then rejected by Jobs, including Me manager of Hasbro's Playskool divisio ner at Disney. (In 1998 she became unsuccessfully for governor of Califo bring in some strong leaders to serve Gore, Eric Schmidt of Google, Art Drexler of the Gap and J. Crew, an always made sure they were loyal, so their stature, they seemed at times a theywere eager to keep him happy. At one point he invited Arthur L to become a board member. Levitt, w 1984 and was proudly \"addicted\" toA was excited to visit Cupertino, where But then Jobs read a speech Levitt h nance, which argued thatboards shou role, and he telephoned to withdraw think you'd be happy on our board, a you,\" Levitt said Jobs told him. \"Fra you raised, while appropriate for som Apple's culture.\" Levitt later wrote, \" that Apple's board is not designed to Macworld Boston, August 1997 The staffmemo announcing the repr signed \"Steve and the executive team he was running all of the company's and other indications that Jobs wa helped push the stock up from abou

ration 321 at Columbia, and his great talent, s out of B players.\" At Apple,Jobs A players. rk, who had been the chieffinan BM. Others were considered and eg Whitman, who was then the on and had been a strategic plan CEO of eBay, and she later ran ornia.) Over the years Jobs would on theApple board, including Al Levinson of Genentech, Mickey nd Andrea Jung of Avon. But he ometimes loyal to a fault. Despite awed or intimidated byJobs, and Levitt, the former SEC chairman, whoboughthis first Macintosh in Apple computers, was thrilled. He e he discussed the role with Jobs. had given about corporate gover uld play a strong and independent w the invitation. \"Arthur, I don't and I think it best ifwe not invite ankly, I think some of the issues me companies, really don't apply to \"Iwas floored It's plain to me o act independendy ofthe CEO.\" ricing ofApple's stockoptions was m,\" and it soon became public that s product review meetings. These as now deeply engaged at Apple ut $13 to $20 during July. It also

322 Walter created a frisson of excitement as August 1997 Macworld in Bosto up hours in advance to cram into t Plaza hotel forJobs's keynote spee hero—and to find outwhether he Huge cheers erupted whena p on the overhead screen. \"Steve! chant, even as he was still being onstage—wearing a black vest, c impish smile—the screams and f star. At first hepunctured theexc he officially worked. \"I'mSteve Job he introduced himself, flashing a he explained his role atApple. \"I, together to help Apple gethealthy But as Jobs paced back and f overhead slides with a clicker in h in charge at Apple—and was likel fully crafted presentation, using fallen by 30% over the previous people atApple, but they're doing has been wrong,\" hesaid. \"I've fou line behind a good strategy, butth again erupted in yelps, whisdes, an As he spoke, his passion poured he began saying \"we\" and \"I\"—ra what Apple would be doing. \"Ithi to buy an Apple computer,\" he s think different. They are the creat out to change the world. We mak When hestressed the word \"we\" in and tapped his fingers on his ches he continued tostress the word \"w \"We too are going to think differe been buying our products from the think they're crazy, but in that cr

r Isaacson s the Apple faithful gathered for the on. More than five thousand showed the Casde convention hall ofthe Park ech. Theycame to see theirreturning ewas really ready to lead them again. picture ofJobsfrom 1984was flashed Steve! Steve!\" the crowd started to introduced. When he finally strode collarless white shirt, jeans, and an flashbulbs rivaled those for any rock citement byreminding them ofwhere bs, the chairman and CEO of Pixar,\" a slide onscreen with that tide. Then like alot ofother people, are pulling y again.\" forth across the stage, changing the his hand, it was clearthat he was now ely to remain so. He delivered a care no notes, on why Apple's sales had two years. \"There are a lot of great g the wrong things because the plan und people who can't wait to fall into here justhasn't been one.\" The crowd nd cheers. d forth with increasing intensity, and ather than \"they\"—when referring to ink you still have to think differendy said. \"The people who buy them do tive spirits in this world, and they're ke tools for those kinds of people.\" n thatsentence, hecupped his hands st. And then, in his final peroration, we\" as he talked about Apple's future. endy and serve the people who have he beginning; Because a lotofpeople raziness we see genius.\" During the

The Restor prolonged standing ovation, people lo fewwipedtears from their eyes. Jobsh the \"we\" of Apple were one. The Microsoft Pact The climax ofJobs's August 1997 Ma shell announcement, one that made t week. Near the end of his speech, h began to talk in more subdued tone he said. \"It needs help from other pa structive don't help anybody in this i paused again, and then explained: \"I'd new partnerships today, a very mean Microsoft.\" The Microsoft andAppl screen as people gasped. Apple and Microsoft had been at copyright and patent issues, most no lenthelook and feel ofApple's graphi being eased out ofApple in1985, Jo deal: Microsoft could license the App return it wouldmakeExcel exclusive 1988, after Microsoft came out with ley contended that the 1985 deal did that further refinements to Windows trick of \"clipping\" overlapping windo more blatant. By 1997 Apple had l but remnants of the litigation and addition, President Clinton sJustice D sive antitrust case against Microsoft. Joel Klein, to Palo Alto. Don't worry against Microsoft, Jobs told him over tied up in litigation. That would al explained, to \"make an end run\" aro competing products.

ration 323 ooked at each other in awe, and a had madeit veryclearthat he and Macworld appearance was a bomb the cover ofboth Timeand News he paused for a sip of water and es. \"Apple lives in an ecosystem,\" artners. Relationships that are de industry.\" For dramatic effect, he d like to announce one ofour first ningful one, and that is one with le logos appeared together on the twar for adecade over avariety of otably whether Microsoft had sto hical user interface. Justas Jobs was ohn Sculley had struck a surrender ple GUI for Windows 1.0, andin to the Mac for up to two years. In hWindows 2.0,Apple sued. Scul id not apply to Windows 2.0 and s (such as copying BillAtkinsons ows) had made the infringement lost the case and various appeals, threats of new suits lingered. In Department was preparing a mas . Jobs invited the lead prosecutor, y about extracting a huge remedy r coffee. Instead simply keep them llow Apple the opportunity, Jobs ound Microsoft and start offering

324 Walter UnderAmelio,the showdown fused to commit to developing W operating systems, which could h Bill Gates, he was not simplybei that he was reluctant to commit t operating system when no one, i ship at Apple, seemed to knowwh be. Right after Apple bought Ne to visit Microsoft, but Gates had was in charge. A few days later he fuck, am I supposed to put my ap asked. Jobs responded by\"making recalled, and suggesting that the s When the leadership issue wa one ofJobs's first phone calls was I called up Bill 2nd said, Tm goin ways had asoft spot for Apple.We business. The firs£ Microsoft apps w I called him antf said, \"Ineed help. patents. I said, \"If we kept up ou could win a billion-dollar patent s Apple's not going to survive that let's figure outhowto setde this ri that Microsoft will keep developin Microsoft in Apple soit hasa stak When I recounted to him what J rate. \"We had a group of people w and we liked the Mac,\" Gates reca Amelio for six months, and the pro complicated. \"So Steve comes in a plicated. What I want is a simple wantan investment.' And so we p Gates and his chief financial to Palo Alto to work out the fram

Isaacson hadbecome explosive. Microsoft re Word and Excel for future Macintosh have destroyed Apple. In defense of ingvindictive. It was understandable to developing for a future Macintosh including the ever-changing leader hatthat new operating system would eXT, Amelio and Jobs flew together d trouble figuring out which of them e called Jobs privately. \"Hey, what the pplications on the NeXT OS?\" Gates g smart-ass remarks about Gil,\"Gates situation would soonbe clarified. as pardy resolved by Amelio's ouster, to Gates. Jobs recalled: ng to turn this thing around.\" Bill al e got himinto theapplication software were Excel and Word for theMac. So .\" Microsoft was walking over Apple's ur lawsuits, a few years from nowwe suit. You know it, and I know it. But long if we're atwar. I know that. So ight away. All I need is acommitment ng for the Mac and an investment by ke in oursuccess.\" Jobs said, Gates agreed it was accu who liked working on the Mac stuff, called. He had been negotiating with oposals kept getting longer and more and says, 'Hey, that deal is too com deal. I want the commitmentand I put thattogether in just four weeks.\" officer, Greg Maffei, made the trip mework for a deal, and then Maffei

The Restora returned alone the following Sunday t arrived at Jobs's home, Jobs grabbed refrigerator and took Maffei for a wa borhood. Both men wore shorts, andJ in front of a Baptist church, Jobs cut t things we care about,\" he said. \"A com the Mac and an investment.\" Although the negotiations went q finished until hoursbefore Jobs's Macw rehearsing at the Park Plaza Casde w Bill,\" he said as his words echoedthrou to a corner and spoke in a soft tone s lasted an hour. Finally, the remaining thank you for your support of this com in his shorts. \"I think the world's a bet During his Macworld keynote ad details ofthe Microsoft deal. At first th the faithful. Particularly galling was Jo of the peace pact, \"Apple has decided default browser on the Macintosh.\" and Jobs quickly added, \"Since we bel shipping other Internet browsers, as w change their default should they choo and scattered applause. The audience especially when he announced that Mi millionin Apple and getting nonvotin But the mellower mood was shat made oneofthe fewvisual and public reer. \"I happen to have aspecial guest w link,\" he said, and suddenly Bill Gat screen looming over Jobs and the aud on Gates's face that flirted with being horror, followed by some boos and catc echo of the 1984 Big Brother ad that that an athletic woman would sudden andvaporize the screenshot with awe

ation 325 to work on the details. When he two bottles of water out of the alk around the Palo Alto neigh Jobs walkedbarefoot. As they sat to the core issues. \"These are the mmitment to make software for quickly, the final details were not cworld speech in Boston. He was when his cell phone rang. \"Hi, ugh the old hall. Then he walked so others couldn't hear. The call g deal points were resolved. \"Bill, mpany,\" Jobs said as he crouched tter place for it.\" ddress, Jobs walked through the herewere groans and hisses from obs's announcement that, as part d to make Internet Explorer its The audience erupted in boos, lieve in choice, we're going to be well, and the user can, of course, ose to.\" There were some laughs was beginning to come around, Microsoft would beinvesting $150 ng shares. ttered for a moment when Jobs relations gaffes ofhisonstage ca with me today via satellite down ates's face appeared on the huge ditorium. There was a thin smile ga smirk. The audience gasped in calls. The scene was such abrutal t you halfexpected (and hoped?) nly come running down the aisle ell-thrown hammer.

326 Walte But it was all for real, and G speaking on the satellite link fro the most exciting work that I've that I've done with Steve on the pitched singsong. As he went on Office that was being made for down and then slowly seemed t even was able to rouse some app versions of Word and Excel wou than whatwe've done on theWin Jobs realized that the image audience was a mistake. \"I wante said. \"Thatwas my worst and stu because it made me look small, a thing was in Bill's hands.\" Gate saw thevideotape of the event. \" to be blown up to looming propo Jobs tried to reassure the audi wewant to move forward and se go of a few things here,\" he told this notion that for Apple to wi we want Microsoft Office on th that puts it out with a littlebit of The Microsoft announcemen gagement with the company, pro Bythe endof the day, its stock ha at $26.31, twice the price of the jump added $830 million to App company was backfrom the edge

r Isaacson Gates, unaware of the jeering, began om Microsoft headquarters. \"Some of e done in my career has been the work e Macintosh,\" he intoned in his high- n to tout the new version of Microsoft the Macintosh, the audience quieted to accept the newworld order. Gates plause when he said that the new Mac uld be \"in many ways more advanced indows platform.\" of Gates looming over him and the ed him to come to Boston,\" Jobs later upidest staging event ever. It was bad and Apple look small, and as if every es likewise was embarrassed when he \"I didn't know that my face was going ortions,\" he said. dience with an impromptu sermon. \"If ee Apple healthy again, we have to let d the audience. \"We have to let go of in Microsoft has to lose I think if he Mac, we belter treat the company f gratitude.\" nt, along with Jobs's passionate reen- ovided a much-needed jolt for Apple. adskyrocketed $6.56, or 33%, to close e day Amelio resigned. The one-day ple's stock market capitalization. The e of the grave.

CHAPTER TWE THINK DIF Jobs as i Enlisting Picasso Here's to the Crazy Ones Lee Clow, the creative director at Ch \"1984\" ad for the launch of the Macin in early July 1997when his car phon is Steve,\" he said. \"Guess what? Am up here?\" Apple was going through a review 327

ENTY-FIVE FFERENT iCEO hiat/Day who had done the great ntosh, was driving in Los Angeles ne rang. It was Jobs. \"Hi, Lee, this melio just resigned. Can you come w to select a new agency, and Jobs

328 Walter was not impressed by what he ha firm, by then called TBWA\\Chia \"We have to prove that Apple is stands for somethingspecial.\" Clow said that he didn't pitch he said. ButJobs begged him. It w that were making pitches, includ and bring back \"an old crony,\" a to Cupertino with something the years later, Jobs started to cry. This chokes me up, this really ch loved Apple so much. Here was hadn't pitched in ten years. Yet h heart out,because he loved Apple had come up with this brilliantid times better than anything theoth and it still makes me cry to think so much and also how brilliant h once in a while, I find myselfin th andlove—and I always cry. It alwa was one of those moments. There forget. I cried in my office as hew when I think about it. Jobs and Clow agreed that A theworld, probably in thetopfive needed to remind folks whatwas brand image campaign, not a seto It was designed to celebrate not what creative people could do wit processor speed or memory,\" Jobs was directed not only at potentia employees: \"We at Apple had fo remember who you are is to reme the genesis of that campaign.\"

r Isaacson ad seen. So he wanted Clow and his at\\Day, to compete for the business. still alive,\" Jobs said, \"and that it still h for accounts. \"You know our work,\" would be hard to reject all the others ding BBDO and Arnold Worldwide, as Jobs put it. Clow agreed to fly up ey could show. Recounting the scene hokes me up. It was so clear that Lee the best guy in advertising. And he here he was, and he was pitching his e as much aswe did. He and his team dea,\"Think Different.\"And it was ten her agencies showed. It choked me up, k about it, both the fact that Lee cared his \"Think Different\" idea was. Every he presence of purity—purity of spirit ays just reaches in andgrabs me. That e was a purityabout that I will never was showing me the idea, andI still cry Apple was one of the great brands of e based on emotional appeal, but they distinctive aboutit. So theywanted a of advertisements featuring products. t what the computers could do, but th the computers. \"This wasn't about s recalled. \"It was about creativity.\" It al customers, but also at Apple's own orgotten who we were. One way to ember who your heroes are. That was

A Portfolio of Dian Foralmost thirtyyears, pho has had specialaccess to Hereis a selectionfr At his home in Woodside, 1982: He was suc buying furniture.

na Walker Photos otographer Diana Walker o herfriendSteveJobs. rom herportfolio. ch a perfectionist that he had trouble

In his kitchen: \"Coming back after seven m craziness of the Western world as well as it

months in Indian villages, I saw the ts capacityfor rational thought.\"

At Stanford, 1982:\"How manyof you are vir With the Lisa: \"Picasso had a saying—'good have always been shameless about stealing gr

rgins? How manyof you have taken LSD?\" d artists copy, great artists steal'—and we reat ideas.\"

With John Sculley in CentralPark,1984: selling sugaredwater,or do youwant a cha

\"Doyou wantto spend the restof yourlife anceto change the world?\"

In hisApple office, 1982: Asked if hewanted because customers don't know what they wan At NeXT, 1988: Freed from the constraints worst instincts.

d to do market research, he said, \"No, nt until we've shown them.\" I s at Apple, he indulged his own best and

With John Lasseter, August 1997: His cherub perfectionism that rivaled that ofJobs.

bic face and demeanor masked an artistic

At home working on his Boston Macworld s Apple, 1997: \"In that craziness wesee geniu

speech afterregaining command of us.\" Sealing the Microsoft deal by phone with Gates: \"Bill, thank you for your support of this company. I think the world's a better place for it.\"

At Boston Macworld, as Gates discusses th staging event ever. It made me look small.\"

heir deal: \"That was my worst and stupidest

u With his wife, LaurenePowell, in their back the sensible anchor in his life.

kyard in PaloAlto, August 1997: Shewas

13 — At hishome office in Palo Alto, 2004: \"I lik and technology.\"

ike living at theintersection ofthehumanities

From the Jobs F In August 20'J1, when Jobs was ver through wedding andvacationpic The weddingceremony, 1991: Kobun Chino struck a gong, lit incense, and chanted. 15 With his proud father Paul Jobs: After Stev biological father, Steve refused ever to meet