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October this year. | 0:00:02 | 0:00:03 | |
Around the world, devoted fans | 0:00:03 | 0:00:05 | |
mourned the death of Steve Jobs, | 0:00:05 | 0:00:07 | |
the force of nature behind Apple. | 0:00:07 | 0:00:11 | |
He distorted reality. It's a mixture of charisma, chutzpah, | 0:00:11 | 0:00:15 | |
bullshit, self-belief, self-delusion, | 0:00:15 | 0:00:18 | |
and insane ambition. | 0:00:18 | 0:00:21 | |
Apple's hi-tech products have inspired fervour. | 0:00:24 | 0:00:27 | |
Oh, it's beautiful. It's very sexy. | 0:00:27 | 0:00:29 | |
Defining cool consumerism for a worldwide tribe. | 0:00:29 | 0:00:34 | |
Hyped by the man who personified the brand. | 0:00:34 | 0:00:38 | |
It works like magic. | 0:00:38 | 0:00:39 | |
They look so good, you want to lick 'em. | 0:00:39 | 0:00:42 | |
It's unbelievable. | 0:00:42 | 0:00:43 | |
No-one had quite that mixture of arrogance, | 0:00:43 | 0:00:47 | |
humility, talent and presence, which Steve Jobs had. | 0:00:47 | 0:00:49 | |
He's changed music, he's changed movies, he's changed computers a couple of times. | 0:00:49 | 0:00:54 | |
He's created industries that we didn't think we needed. | 0:00:54 | 0:00:58 | |
Jobs was a perfectionist. | 0:00:58 | 0:01:00 | |
To Steve, everything was about taste. Just like someone writing a great piece of music. | 0:01:00 | 0:01:05 | |
And a tyrant. | 0:01:05 | 0:01:06 | |
Steve Jobs yelling at you with his full force is kind of | 0:01:06 | 0:01:09 | |
a pretty frightening thing for most people. | 0:01:09 | 0:01:13 | |
How did a drug-taking college dropout | 0:01:13 | 0:01:16 | |
create one of the most successful corporations in the world? | 0:01:16 | 0:01:19 | |
His hippy background made him a better billionaire. | 0:01:19 | 0:01:23 | |
This is the inside story | 0:01:23 | 0:01:25 | |
of how Steve Jobs took Apple | 0:01:25 | 0:01:27 | |
from a suburban garage to global supremacy. | 0:01:27 | 0:01:31 | |
This is the launch of the Macintosh computer in 1984. | 0:01:39 | 0:01:43 | |
An early glimpse of the way Apple has marketed itself | 0:01:44 | 0:01:48 | |
to the world ever since. | 0:01:48 | 0:01:49 | |
MUSIC: "Chariots Of Fire" by Vangelis | 0:01:53 | 0:01:55 | |
The Macintosh was the first computer | 0:02:04 | 0:02:06 | |
with a mouse that was meant for all of us. | 0:02:06 | 0:02:09 | |
It has turned out insanely great. | 0:02:10 | 0:02:13 | |
APPLAUSE | 0:02:13 | 0:02:17 | |
We were all very idealistic and passionate. | 0:02:19 | 0:02:22 | |
This was our personal cause. | 0:02:22 | 0:02:23 | |
In this auditorium, three crucial factors | 0:02:26 | 0:02:29 | |
came together for the first time. | 0:02:29 | 0:02:31 | |
A new computer designed to be easier to use | 0:02:31 | 0:02:35 | |
than any that had come before. | 0:02:35 | 0:02:36 | |
Sold with an audacious message of revolution. | 0:02:36 | 0:02:40 | |
And hyped by Steve Jobs himself. | 0:02:41 | 0:02:45 | |
I'd like to open the meeting with a an old poem by Dylan. That's Bob Dylan. | 0:02:45 | 0:02:49 | |
LAUGHTER | 0:02:49 | 0:02:51 | |
Come writers and critics who prophesise with your pens | 0:02:51 | 0:02:54 | |
And keep your eyes wide... | 0:02:54 | 0:02:56 | |
What started here in 1984, with the launch of the Mac | 0:02:56 | 0:03:00 | |
became the template that certainly got improved upon as Apple became | 0:03:00 | 0:03:05 | |
one of the great marketing companies that the world has ever seen. | 0:03:05 | 0:03:08 | |
..for the loser now will be later to win | 0:03:08 | 0:03:10 | |
for the times they are a-changin'. | 0:03:10 | 0:03:13 | |
APPLAUSE | 0:03:13 | 0:03:15 | |
The whole auditorium of about 2,500 people | 0:03:15 | 0:03:18 | |
gave it a standing ovation. | 0:03:18 | 0:03:20 | |
It was a very, very emotional moment because it was no longer ours. | 0:03:21 | 0:03:25 | |
From that day forward, it was no loner ours, we couldn't change it. | 0:03:25 | 0:03:29 | |
Jobs cast Apple as the plucky underdog, | 0:03:29 | 0:03:31 | |
taking on a domineering rival. | 0:03:31 | 0:03:33 | |
IBM wants it all | 0:03:33 | 0:03:36 | |
and is aiming its guns on its last obstacle to industry control - Apple. | 0:03:36 | 0:03:43 | |
Will big blue dominate the entire computer industry? | 0:03:43 | 0:03:48 | |
The entire information age? | 0:03:48 | 0:03:51 | |
Was George Orwell right about 1984? | 0:03:51 | 0:03:55 | |
APPLAUSE | 0:03:55 | 0:03:57 | |
'We celebrate the first glorious anniversary...' | 0:03:57 | 0:04:01 | |
Apple created an advert that painted IBM as Big Brother. | 0:04:01 | 0:04:06 | |
the enemy of freedom. | 0:04:06 | 0:04:08 | |
These images have helped define Apple as a brand ever since. | 0:04:08 | 0:04:13 | |
'We shall prevail.' | 0:04:14 | 0:04:17 | |
That was the birth of the Apple brand. | 0:04:20 | 0:04:23 | |
It was talked about | 0:04:23 | 0:04:25 | |
and it was literally focusing on a revolution. | 0:04:25 | 0:04:28 | |
And that revolutionary theme was absolutely at the core | 0:04:28 | 0:04:32 | |
of what made Apple successful over the next years. | 0:04:32 | 0:04:35 | |
The 1984 ad was the first time | 0:04:35 | 0:04:38 | |
when you started to get a real sense of the Apple club. | 0:04:38 | 0:04:40 | |
People who defined themselves by their association with the brand. | 0:04:41 | 0:04:44 | |
That they weren't IBM clones, they were these creative thinkers | 0:04:44 | 0:04:48 | |
who had a different attitude, in some way. | 0:04:48 | 0:04:51 | |
I think that's been the kind of common currency | 0:04:51 | 0:04:54 | |
that's been carried on since then. | 0:04:54 | 0:04:55 | |
Nearly three decades on, | 0:04:55 | 0:04:58 | |
Apple was still following the marketing template | 0:04:58 | 0:04:59 | |
set out all those years ago. | 0:04:59 | 0:05:02 | |
This year, Steve Jobs was centre stage for the launch | 0:05:04 | 0:05:07 | |
of its latest tablet. | 0:05:07 | 0:05:09 | |
And just like in 1984, his pitch | 0:05:09 | 0:05:13 | |
was that Apple stands for something more than selling computers. | 0:05:13 | 0:05:17 | |
It's in Apple's DNA | 0:05:17 | 0:05:19 | |
that technology alone is not enough. | 0:05:19 | 0:05:23 | |
That it's technology married with liberal arts, | 0:05:23 | 0:05:27 | |
married with the humanities | 0:05:27 | 0:05:29 | |
that yields us the result that makes our hearts sing. | 0:05:29 | 0:05:35 | |
From the launch of the Macintosh | 0:05:35 | 0:05:37 | |
to the unveiling of the latest iPad, | 0:05:37 | 0:05:40 | |
two events, which span a quarter of a century, | 0:05:40 | 0:05:43 | |
and yet which reveal a consistent vision in the company Jobs created. | 0:05:43 | 0:05:48 | |
It wasn't a vision born of a business school education. | 0:05:48 | 0:05:51 | |
It wasn't a product of consumer focus groups. | 0:05:51 | 0:05:53 | |
The roots of that vision | 0:05:53 | 0:05:55 | |
lay in the Californian counter culture in which he grew up. | 0:05:55 | 0:06:00 | |
MUSIC: "The Times They Are A-Changin'" by Bob Dylan | 0:06:03 | 0:06:07 | |
# Come gather round, people wherever you roam... # | 0:06:07 | 0:06:11 | |
The young Steve Jobs came to believe technology | 0:06:11 | 0:06:15 | |
COULD change the world. | 0:06:15 | 0:06:18 | |
In California in the 1960s and '70s, | 0:06:20 | 0:06:23 | |
Jobs found himself at the centre of two colliding worlds. | 0:06:23 | 0:06:26 | |
The hippy movement | 0:06:27 | 0:06:29 | |
and computers. | 0:06:29 | 0:06:31 | |
# Oh, the times, they are a-changin'... # | 0:06:31 | 0:06:37 | |
We spent a lot of time driving around in his old Volvo. | 0:06:37 | 0:06:40 | |
I don't remember ever listening to anything other than Bob Dylan tapes. | 0:06:40 | 0:06:44 | |
We would play them over and over again. | 0:06:44 | 0:06:46 | |
Born in 1955, Jobs was adopted by a modest family | 0:06:47 | 0:06:52 | |
and grew up in the Santa Clara Valley. | 0:06:52 | 0:06:55 | |
It was becoming better known as Silicon Valley | 0:06:56 | 0:06:59 | |
as hi-tech firms sprang up. | 0:06:59 | 0:07:01 | |
And nearby, | 0:07:07 | 0:07:08 | |
San Francisco was becoming the epicentre of the counter culture. | 0:07:08 | 0:07:12 | |
Jobs opened himself up to both. | 0:07:12 | 0:07:15 | |
He's got a lot of compartments in his mind. | 0:07:16 | 0:07:19 | |
He was intense and thoughtful and I liked that about him. | 0:07:19 | 0:07:24 | |
At college, Jobs met Daniel Kottke. | 0:07:25 | 0:07:28 | |
Jobs quickly dropped out of his course | 0:07:28 | 0:07:30 | |
and lost no time tuning in. | 0:07:30 | 0:07:33 | |
We both got copies of this new book, Be Here Now. | 0:07:33 | 0:07:37 | |
It was written by Ram Dass and all about his trip to India, | 0:07:37 | 0:07:41 | |
searching for a holy man who could explain what psychedelics do. | 0:07:41 | 0:07:46 | |
It was fascinating for me | 0:07:46 | 0:07:47 | |
and for Steve also and so that was the basis of our friendship. | 0:07:47 | 0:07:52 | |
Jobs became a hippy, | 0:07:55 | 0:07:56 | |
pursuing paths to personal liberation. | 0:07:56 | 0:07:59 | |
He and Kottke took their own trip to India, | 0:07:59 | 0:08:03 | |
and LSD, as this extraordinary tape reveals. | 0:08:03 | 0:08:08 | |
He spent long periods at a commune on a farm in Oregon. | 0:08:23 | 0:08:27 | |
We spent a whole week harvesting apples and, while we were at it, | 0:08:27 | 0:08:32 | |
we decided we would just fast on apples and see how that worked | 0:08:32 | 0:08:36 | |
and, um... | 0:08:36 | 0:08:38 | |
it makes you very light-headed, cos it's just like sugar. | 0:08:38 | 0:08:41 | |
Jobs was inspired by the counter culture | 0:08:41 | 0:08:44 | |
to believe society was there to be reshaped. | 0:08:44 | 0:08:48 | |
As near as I can tell, | 0:08:48 | 0:08:49 | |
Steve Jobs always had that ambition to change the world. | 0:08:49 | 0:08:52 | |
And he expected to do that by empowering, um... | 0:08:52 | 0:08:57 | |
everybody. | 0:08:57 | 0:08:59 | |
But Jobs didn't share all the views of his counter culture buddies. | 0:09:00 | 0:09:03 | |
Many hippies saw computers as tools of oppression, | 0:09:03 | 0:09:07 | |
produced by big businesses | 0:09:07 | 0:09:09 | |
to extend the sway of other big businesses. | 0:09:09 | 0:09:12 | |
Jobs, though, had grown up experimenting with electronics at home. | 0:09:12 | 0:09:16 | |
People who've done that | 0:09:18 | 0:09:20 | |
have another angle on, er, whether technology is bad or good. | 0:09:20 | 0:09:24 | |
They think that technology that pushes them around is bad | 0:09:24 | 0:09:28 | |
and technology that they can | 0:09:28 | 0:09:30 | |
push in their own direction they think is good. | 0:09:30 | 0:09:33 | |
While he was still at school, | 0:09:33 | 0:09:35 | |
Jobs worked at one of the big computer companies near his home in Silicon Valley. | 0:09:35 | 0:09:39 | |
And he made a friend who would shape his destiny. | 0:09:39 | 0:09:42 | |
We talked about electronics. I said, "I design computers. | 0:09:42 | 0:09:45 | |
"I can, you know, do any of them." He had worked at Hewlett Packard | 0:09:45 | 0:09:48 | |
and built himself what's called a frequency counter. | 0:09:48 | 0:09:51 | |
So we hit it off. | 0:09:51 | 0:09:52 | |
Despite his hippy outlook, Jobs had a ruthless streak. | 0:09:52 | 0:09:56 | |
He was asked by the fledgling computer company Atari to design a new Breakout game. | 0:09:56 | 0:10:01 | |
Jobs asked Wozniak to do it in just four days, | 0:10:01 | 0:10:04 | |
telling his friend they would share the fee. | 0:10:04 | 0:10:07 | |
He presented it like we were splitting the money 50/50, | 0:10:07 | 0:10:10 | |
but actually, it was, you know, probably a different story. | 0:10:10 | 0:10:14 | |
Wozniak worked round the clock to deliver the goods | 0:10:14 | 0:10:18 | |
but later discovered Jobs had paid him considerably less | 0:10:18 | 0:10:21 | |
than half the sum he had received from Atari. | 0:10:21 | 0:10:24 | |
You didn't think, "I can't trust this guy"? | 0:10:27 | 0:10:29 | |
or "He's a bit too sharp for me"? | 0:10:29 | 0:10:31 | |
Steve could have just said, | 0:10:31 | 0:10:33 | |
"I need money to buy into this commune up in Oregon." | 0:10:33 | 0:10:36 | |
-Have you never harboured any bitterness that he might have? -I don't harbour bitterness. | 0:10:36 | 0:10:40 | |
Even if somebody just did that right to my face, I would not harbour bitterness. | 0:10:40 | 0:10:44 | |
But I would acknowledge the truth. Um, I did cry. | 0:10:44 | 0:10:48 | |
I cried, you know, quite a bit, actually, when I read it in a book. | 0:10:48 | 0:10:51 | |
The seeds of Apple were sown when Wozniak introduced Jobs | 0:10:51 | 0:10:57 | |
to a subterranean world of DIY technology enthusiasts. | 0:10:57 | 0:11:01 | |
The Homebrew Computer Club had ideas of how small, little people | 0:11:04 | 0:11:09 | |
who knew things about computers | 0:11:09 | 0:11:10 | |
could change the world, could become masters. | 0:11:10 | 0:11:14 | |
The Homebrew Computer Club took computing | 0:11:14 | 0:11:17 | |
out of the hands of big business. | 0:11:17 | 0:11:20 | |
What happened was you wanted a computer or a piece of software | 0:11:21 | 0:11:25 | |
or some product that didn't exist. | 0:11:25 | 0:11:27 | |
You looked around, it didn't exist. So you built it. | 0:11:27 | 0:11:30 | |
Then you showed it to your friends, cos everyone wants to show off, | 0:11:30 | 0:11:33 | |
and your friends would say, "This is great, can I have one?" | 0:11:33 | 0:11:36 | |
The values were sharing. If you have parts that can help people. | 0:11:36 | 0:11:40 | |
If you have knowledge, you'll share. | 0:11:40 | 0:11:43 | |
Wozniak brought Jobs to the Homebrew Computer Club | 0:11:43 | 0:11:46 | |
where he was showing a new computer he had made. | 0:11:46 | 0:11:50 | |
It would become the Apple I. | 0:11:50 | 0:11:53 | |
He saw a business opportunity that all these people wanted to build | 0:11:53 | 0:11:56 | |
my computer design, but they didn't have building skills. | 0:11:56 | 0:12:00 | |
And he thought, "We'll put out some money, | 0:12:00 | 0:12:03 | |
"design a PC board, we'll make it for 20, we'll sell it for 40." | 0:12:03 | 0:12:07 | |
And I didn't know if we'd sell enough to get our money back. | 0:12:07 | 0:12:11 | |
We'd have to sell about 50. | 0:12:11 | 0:12:13 | |
And I didn't know if there were 50 people who would buy my computer. | 0:12:13 | 0:12:17 | |
And Steve said, "Yeah, maybe we won't get our money back, | 0:12:17 | 0:12:20 | |
"but then for once in our lives, | 0:12:20 | 0:12:22 | |
"finally, the two of us will have our own company." | 0:12:22 | 0:12:24 | |
Wow, man. He was... OK, he was the leader on that. | 0:12:24 | 0:12:27 | |
In 1976, Wozniak and Jobs began selling the Apple I computer | 0:12:29 | 0:12:34 | |
from the Jobs family garage. | 0:12:34 | 0:12:37 | |
Buyers had to add their own case. | 0:12:37 | 0:12:40 | |
The birth of Apple as a company had been masterminded by Jobs, | 0:12:40 | 0:12:43 | |
a hippy with a business brain. | 0:12:43 | 0:12:47 | |
A surprising number of people who came along as hippies | 0:12:47 | 0:12:51 | |
and counter-culture folks in the '60s and '70s | 0:12:51 | 0:12:53 | |
wound up going into business. | 0:12:53 | 0:12:56 | |
Business was a way to have some freedom in the world. | 0:12:56 | 0:12:59 | |
Steve Jobs later said he'd set up the business almost by chance. | 0:12:59 | 0:13:04 | |
We started Apple simply because we wanted this computer for ourselves | 0:13:04 | 0:13:07 | |
and our immediate friends wanted one once they saw us build a prototype. | 0:13:07 | 0:13:11 | |
So gradually, we were pulled into business. | 0:13:11 | 0:13:14 | |
We didn't set out to build a large company. | 0:13:14 | 0:13:16 | |
We started out to build computers for us and our friends. | 0:13:16 | 0:13:19 | |
To Apple's co-founder, the reality is a little less idealistic. | 0:13:19 | 0:13:24 | |
Steve was always sort of focussed on if you can build things | 0:13:24 | 0:13:27 | |
and sell them, you can have a company. And the way you make money | 0:13:27 | 0:13:31 | |
and importance in the world is with companies. | 0:13:31 | 0:13:33 | |
And he always spoke that he wanted to be one of those important people. | 0:13:33 | 0:13:37 | |
So he'd got the business side pretty clearly. | 0:13:37 | 0:13:40 | |
He got the business side but he did tie it in philosophically with, | 0:13:40 | 0:13:43 | |
"This is how you get good things to people." | 0:13:43 | 0:13:46 | |
It wasn't, "I only want money." | 0:13:46 | 0:13:51 | |
It was Wozniak's next computer, | 0:13:51 | 0:13:52 | |
which propelled Apple into the stratosphere. | 0:13:52 | 0:13:55 | |
Released in 1977, | 0:13:55 | 0:13:57 | |
the Apple II was the first home computer with colour graphics. | 0:13:57 | 0:14:02 | |
Over the next three years, sales grew rapidly | 0:14:04 | 0:14:07 | |
to more than 150 million, | 0:14:07 | 0:14:10 | |
taking Apple from a suburban garage to the pinnacle of a new industry... | 0:14:10 | 0:14:15 | |
personal computing. | 0:14:15 | 0:14:17 | |
There are some great partnerships, aren't there, in the world? | 0:14:17 | 0:14:20 | |
One thinks of Lennon and McCartney and you and Steve Jobs. | 0:14:20 | 0:14:23 | |
Who was Lennon, who was McCartney? | 0:14:23 | 0:14:25 | |
I am so honoured to be considered in that kind of category, | 0:14:25 | 0:14:30 | |
and yet it's true, it's true. | 0:14:30 | 0:14:32 | |
You know, Steve and I, we were like a... | 0:14:32 | 0:14:35 | |
Lennon McCartney partnership, exactly. I couldn't say who was who. | 0:14:35 | 0:14:38 | |
I always thought people always attributed me with Lennon | 0:14:38 | 0:14:41 | |
because I had really built and designed the machines. | 0:14:41 | 0:14:45 | |
And then Steve knew how to take it to the public. | 0:14:45 | 0:14:48 | |
Um, but he had, you know, his own type of brilliance too. | 0:14:48 | 0:14:50 | |
When Apple went public in 1980, it was the most over-subscribed | 0:14:50 | 0:14:55 | |
offering of shares since that of Ford motors in 1956. | 0:14:55 | 0:15:00 | |
Success on this scale changed Apple. | 0:15:00 | 0:15:04 | |
Any company when it becomes public | 0:15:04 | 0:15:06 | |
and becomes bigger becomes different. Politics seep in. | 0:15:06 | 0:15:10 | |
The company goal from that point on wasn't to change the world, | 0:15:10 | 0:15:15 | |
but to increase the value to shareholders. | 0:15:15 | 0:15:18 | |
It certainly did that. | 0:15:18 | 0:15:20 | |
It was worth nearly 2 billion by the end of 1980. | 0:15:20 | 0:15:24 | |
And Jobs had a quarter of a billion. | 0:15:24 | 0:15:26 | |
But now money men and women flooded in to Apple, | 0:15:26 | 0:15:29 | |
and Jobs, just 25, wasn't really taken seriously by them. | 0:15:29 | 0:15:34 | |
Steve was the chairman, but he wasn't seen as the person | 0:15:34 | 0:15:38 | |
who had the stature and the maturity to run the company. | 0:15:38 | 0:15:42 | |
Especially as the world around Apple was changing fast. | 0:15:44 | 0:15:48 | |
Competition in the personal computer market was intensifying. | 0:15:48 | 0:15:51 | |
In 1981, IBM launched its response to the Apple II - | 0:15:51 | 0:15:56 | |
The IBM PC. | 0:15:56 | 0:15:58 | |
'A computer expert will show you the system that's right for you.' | 0:15:58 | 0:16:02 | |
It was the opening shot of a battle that would rage for 15 years. | 0:16:02 | 0:16:07 | |
Apple went from the leading personal computer company | 0:16:07 | 0:16:12 | |
to the second-place company | 0:16:12 | 0:16:14 | |
and actually, was in a very precarious position in that | 0:16:14 | 0:16:17 | |
because the IBM system could be used in companies other than IBM | 0:16:17 | 0:16:23 | |
and you could see where Apple would fall further and further back. | 0:16:23 | 0:16:28 | |
Apple needed a seasoned Chief Executive to pilot the company | 0:16:30 | 0:16:33 | |
through increasingly tough times. | 0:16:33 | 0:16:36 | |
Steve Jobs' search took him to New York | 0:16:36 | 0:16:39 | |
and to John Sculley, President of the soft drinks company, Pepsi. | 0:16:39 | 0:16:43 | |
The two men began poles apart. | 0:16:43 | 0:16:46 | |
The world I came from was hierarchical. | 0:16:46 | 0:16:48 | |
It was big business. It was very competitive | 0:16:48 | 0:16:53 | |
and the idea of building a company that was going to change the world | 0:16:53 | 0:16:58 | |
was completely foreign from anything that I'd ever been exposed to. | 0:16:58 | 0:17:03 | |
How Jobs persuaded Sculley to take the job | 0:17:03 | 0:17:07 | |
is the stuff of business legend. | 0:17:07 | 0:17:09 | |
Steve had these deep penetrating, brown eyes | 0:17:09 | 0:17:14 | |
and he just stared right at me, probably, you know, 15 inches away. | 0:17:14 | 0:17:18 | |
He said, "Do you want to sell sugar water for the rest of your life, | 0:17:18 | 0:17:22 | |
"or do you want to come with me and change the world?" | 0:17:22 | 0:17:26 | |
Kind of knocked the wind out of me, | 0:17:26 | 0:17:28 | |
because no-one had ever said anything like that to me before. | 0:17:28 | 0:17:32 | |
Sculley was a pragmatic operator, | 0:17:32 | 0:17:34 | |
a marketing expert who knew exactly what Apple should do. | 0:17:34 | 0:17:38 | |
What they needed was someone who could keep the Apple II | 0:17:38 | 0:17:42 | |
commercially alive and generating cash for about another three years. | 0:17:42 | 0:17:46 | |
After several new product lines had failed to take off, | 0:17:46 | 0:17:50 | |
the income from the Apple II was keeping the company alive. | 0:17:50 | 0:17:54 | |
But Apple's hopes of a revival rested on a new home computer, | 0:17:54 | 0:17:57 | |
the Macintosh, named after a variety of Apple. | 0:17:57 | 0:18:02 | |
Jobs set out to build a computer that would blow IBM's PC away. | 0:18:04 | 0:18:09 | |
There was enough of the ordinary corporate executive about him | 0:18:09 | 0:18:13 | |
to want to beat a rival. | 0:18:13 | 0:18:15 | |
But there was little else conventional about Steve Jobs. | 0:18:15 | 0:18:18 | |
He wanted computers to be simple and pleasurable to use. | 0:18:18 | 0:18:22 | |
He wanted our relationship with them to be more human and intimate. | 0:18:22 | 0:18:26 | |
And that approach to technology has been Apple's hallmark ever since. | 0:18:26 | 0:18:31 | |
The Macintosh team was full of rebel spirit. | 0:18:34 | 0:18:38 | |
We were all young, we were all the same age, and we all thought | 0:18:38 | 0:18:42 | |
we could do better than has ever been done before. | 0:18:42 | 0:18:45 | |
Jobs thought it would take a year to build the Macintosh. | 0:18:45 | 0:18:48 | |
In fact, it would take more than three. | 0:18:48 | 0:18:50 | |
He's got a "reality distortion field". | 0:18:50 | 0:18:54 | |
Steve wanted the impossible | 0:18:54 | 0:18:56 | |
and he was somehow able to convince everyone | 0:18:56 | 0:18:59 | |
that the impossible was possible. | 0:18:59 | 0:19:02 | |
Jobs was determined the Macintosh would be easy to use. | 0:19:02 | 0:19:06 | |
It would have a mouse and icons on screen, | 0:19:06 | 0:19:09 | |
a first for an affordable personal computer. | 0:19:09 | 0:19:13 | |
The story of how Jobs brought that mouse to the world | 0:19:13 | 0:19:15 | |
explodes a myth about him - | 0:19:15 | 0:19:17 | |
That he invented revolutionary technology. | 0:19:17 | 0:19:20 | |
You see, Jobs didn't operate in an intellectual vacuum. | 0:19:20 | 0:19:25 | |
Nearby, in Silicon Valley, the Xerox corporation had a research division | 0:19:25 | 0:19:30 | |
called PARC. | 0:19:30 | 0:19:31 | |
'And the function of spatial frequency is something like this.' | 0:19:31 | 0:19:35 | |
It was full of free-thinking technological radicals | 0:19:35 | 0:19:40 | |
and inspirational ideas. | 0:19:40 | 0:19:41 | |
It was just a kind of dream place. | 0:19:41 | 0:19:45 | |
We had a general overall vision about what we called | 0:19:45 | 0:19:50 | |
"the office of the future." | 0:19:50 | 0:19:52 | |
And that was it. We were told to figure out how to do that. | 0:19:52 | 0:19:55 | |
Jobs was desperate to take a look inside | 0:19:55 | 0:19:58 | |
this precious storehouse of ideas. | 0:19:58 | 0:20:00 | |
He got his chance when Xerox made an investment in Apple | 0:20:00 | 0:20:04 | |
and invited him in. | 0:20:04 | 0:20:07 | |
I demonstrated various technologies that our group had, | 0:20:07 | 0:20:10 | |
but the things that stood out to the visitors | 0:20:10 | 0:20:13 | |
were the pointing device, the mouse, which we hadn't invented. | 0:20:13 | 0:20:17 | |
It had been around for 15 years. We had just improved it, | 0:20:17 | 0:20:20 | |
but it wasn't something that most people had ever seen before. | 0:20:20 | 0:20:23 | |
Larry Tesler was demonstrating how a computer with icons | 0:20:23 | 0:20:27 | |
on the screen could be controlled by this novel gadget. A mouse. | 0:20:27 | 0:20:31 | |
Jobs couldn't believe what he was seeing. | 0:20:31 | 0:20:34 | |
He started pacing around the room very nervously almost, | 0:20:34 | 0:20:39 | |
and then more excitedly and then he just couldn't hold it back. | 0:20:39 | 0:20:42 | |
He just had to talk. | 0:20:42 | 0:20:44 | |
So, he started saying things like, "You're sitting on a gold mine. | 0:20:44 | 0:20:49 | |
"This is insanely great. It is just amazing. | 0:20:49 | 0:20:52 | |
"Why aren't you doing anything with this?" | 0:20:52 | 0:20:55 | |
Unlike the vast XEROX corporation, Jobs acted swiftly. | 0:20:55 | 0:21:00 | |
I went into his office, sat down and said, | 0:21:00 | 0:21:02 | |
"Steve, I've been thinking about a few product ideas" | 0:21:02 | 0:21:05 | |
and hardly had I got the sentence out and he said, "Stop, Dean. | 0:21:05 | 0:21:10 | |
"I know exactly what we need to do." | 0:21:10 | 0:21:12 | |
When he said "a mouse", I looked at him and said "A mouse?" | 0:21:12 | 0:21:15 | |
I had no clue what a mouse was. | 0:21:15 | 0:21:17 | |
Xerox saw the mouse as part of an expensive business computer. | 0:21:17 | 0:21:23 | |
Jobs saw it very differently. | 0:21:23 | 0:21:24 | |
He gave me a very clear design brief. | 0:21:24 | 0:21:26 | |
The mouse had to have four things. | 0:21:26 | 0:21:28 | |
The first was we had to be able to build it for less than 15. | 0:21:28 | 0:21:32 | |
Low cost consumer product. Secondly, it had to last for two years. | 0:21:32 | 0:21:36 | |
Third, it needed to work on a regular desktop, Formica or metal. | 0:21:36 | 0:21:40 | |
And then, finally, he leaned back in his chair, | 0:21:40 | 0:21:42 | |
put his hand on his knee and he said, "And work on my Levi's." | 0:21:42 | 0:21:46 | |
The mouse, as we now know it, was born. | 0:21:46 | 0:21:48 | |
Jobs had tweaked existing technology to great effect, | 0:21:48 | 0:21:52 | |
just as he would over the next three decades. | 0:21:52 | 0:21:56 | |
More editor than inventor, Jobs had an instinct for innovation, | 0:21:56 | 0:22:00 | |
pouncing on a good idea when he saw one. | 0:22:00 | 0:22:02 | |
The difference between invention and innovation is that you execute. | 0:22:02 | 0:22:09 | |
You take an, an idea and you turn it into reality. | 0:22:09 | 0:22:12 | |
You bring it into the marketplace. Steve connected the dots. | 0:22:12 | 0:22:15 | |
He saw a little bit of this, he saw a little bit of that, | 0:22:15 | 0:22:18 | |
and he said, "We need to do this. | 0:22:18 | 0:22:20 | |
"We need to take it from an expensive business experience | 0:22:20 | 0:22:23 | |
"to a personal low-cost experience and we'll build a company from it." | 0:22:23 | 0:22:27 | |
Along with making the Macintosh easy to use, | 0:22:28 | 0:22:32 | |
Jobs brought an aesthetic sensibility | 0:22:32 | 0:22:34 | |
to the computer's design. | 0:22:34 | 0:22:36 | |
A long-time follower of Zen meditation, | 0:22:36 | 0:22:39 | |
he believed in the beauty of simplicity. | 0:22:39 | 0:22:41 | |
When I went to his home for the first time, | 0:22:41 | 0:22:44 | |
I was struck because there was almost no furniture in the house. | 0:22:44 | 0:22:48 | |
Um...in his bedroom was a small bed, | 0:22:48 | 0:22:52 | |
a photograph of Einstein over his bed, | 0:22:52 | 0:22:55 | |
another photograph of Gandhi. | 0:22:55 | 0:22:57 | |
In the living room was a Tiffany lamp, | 0:22:57 | 0:23:01 | |
no place to sit. You know, we would just sit on the floor. | 0:23:01 | 0:23:04 | |
Steve just was not into possessions. | 0:23:04 | 0:23:06 | |
He was not into money, he was completely into | 0:23:06 | 0:23:09 | |
the things he believed in. | 0:23:09 | 0:23:11 | |
That integrity went through every aspect of his life. | 0:23:13 | 0:23:17 | |
His devotion to the products, to the work, to the ethic. | 0:23:17 | 0:23:23 | |
It permeated everything and this desire for aesthetic beauty | 0:23:23 | 0:23:27 | |
the importance of the things that you don't see, | 0:23:27 | 0:23:31 | |
what lies beneath the surface, and in that sense, | 0:23:31 | 0:23:35 | |
I think there's a kind of seamless philosophy | 0:23:35 | 0:23:38 | |
that binds everything together. | 0:23:38 | 0:23:40 | |
As the Macintosh neared completion, | 0:23:43 | 0:23:46 | |
the stakes were growing higher for Apple. | 0:23:46 | 0:23:49 | |
In autumn 1983, the company's share price tumbled, | 0:23:49 | 0:23:52 | |
wiping nearly half a billion dollars from its value. | 0:23:52 | 0:23:56 | |
A new home computer was on its way from IBM | 0:23:56 | 0:23:59 | |
and other versions of the PC were flooding the market. | 0:23:59 | 0:24:03 | |
Worse still, the man Apple had turned to to write extra software | 0:24:03 | 0:24:07 | |
for the Mac was about to steal a march on them. | 0:24:07 | 0:24:10 | |
Relations with the young Bill Gates were strained from the start. | 0:24:10 | 0:24:16 | |
Bill Gates would fly down from Seattle, | 0:24:16 | 0:24:18 | |
down to Cupertino to give updates on the project. | 0:24:18 | 0:24:21 | |
And, often times, Steve would just yell at Bill for two straight hours. | 0:24:21 | 0:24:26 | |
And then Bill would leave and get on a plane and fly back. | 0:24:26 | 0:24:29 | |
We tend to think of Bill Gates as a buttoned-up geek, | 0:24:32 | 0:24:36 | |
but in this instance, it was Jobs who showed he was far from laidback. | 0:24:36 | 0:24:40 | |
He thought Apple should keep complete control of its software and hardware, | 0:24:40 | 0:24:45 | |
Gates wanted to produce software for both Apple and the PC. | 0:24:45 | 0:24:49 | |
Tensions came to a head when they were both working on the Macintosh. | 0:24:49 | 0:24:54 | |
Jobs began to suspect Gates might be taking advantage | 0:24:54 | 0:24:58 | |
of his inside knowledge of Apple's work. | 0:24:58 | 0:25:01 | |
Steve Jobs was racing to ensure the Macintosh | 0:25:01 | 0:25:04 | |
was the first personal computer to have icons on the screen. | 0:25:04 | 0:25:08 | |
But just before it was due to be unveiled, | 0:25:08 | 0:25:11 | |
Microsoft suddenly announced Windows I for the PC, | 0:25:11 | 0:25:15 | |
which Apple feared would be similar. | 0:25:15 | 0:25:18 | |
Jobs couldn't contain his fury. | 0:25:18 | 0:25:20 | |
Steve was saying, "How can you do this to us? | 0:25:20 | 0:25:22 | |
"We trusted you, you betrayed us." | 0:25:22 | 0:25:24 | |
And I was impressed with Bill Gate's demeanour | 0:25:24 | 0:25:29 | |
because Steve Jobs yelling at you with his full force is kind of a... | 0:25:29 | 0:25:33 | |
a pretty frightening thing for most people! | 0:25:33 | 0:25:35 | |
But he was kind of cool and calm. | 0:25:35 | 0:25:38 | |
Just looked Steve back in the eye and said, "Well, Steve, | 0:25:38 | 0:25:41 | |
"you know, what you're saying is one way of looking at it, | 0:25:41 | 0:25:44 | |
"but I look at it a different way. | 0:25:44 | 0:25:45 | |
"It's more like you had a rich neighbour named Xerox | 0:25:45 | 0:25:48 | |
"and I broke into their house to steal the television set | 0:25:48 | 0:25:51 | |
"and found you had stolen it before I could." | 0:25:51 | 0:25:55 | |
Finally, after three years and millions of dollars, | 0:25:57 | 0:26:01 | |
the Macintosh computer was ready. | 0:26:01 | 0:26:04 | |
It was the distillation of Steve Jobs' vision | 0:26:06 | 0:26:08 | |
of what technology should be. | 0:26:08 | 0:26:11 | |
Easy to use, intimate, | 0:26:11 | 0:26:13 | |
intended to change the lives of ordinary people. | 0:26:13 | 0:26:17 | |
The future of Apple rested on this strikingly-designed beige box. | 0:26:17 | 0:26:22 | |
Computers before the Macintosh kept us at arms length. | 0:26:22 | 0:26:26 | |
The only way we can control them was through painstakingly moving | 0:26:26 | 0:26:29 | |
this crazy little cursor on the screen | 0:26:29 | 0:26:31 | |
and it looked like an alien device with these glowing green letters. | 0:26:31 | 0:26:36 | |
The Macintosh put it on human scale. | 0:26:36 | 0:26:39 | |
-COMPUTER: -Hello, I am Macintosh. | 0:26:39 | 0:26:42 | |
For the first time it was actually, you know, intuitive. | 0:26:42 | 0:26:46 | |
If you were bright enough to walk around unaided, | 0:26:46 | 0:26:49 | |
you could just turn it on and use it. | 0:26:49 | 0:26:52 | |
The Macintosh would be a hit with graphic designers | 0:26:52 | 0:26:54 | |
and create the desktop publishing era. | 0:26:54 | 0:26:57 | |
Those of us who used Apples, who got up early | 0:26:57 | 0:26:59 | |
because we were excited about the fact | 0:26:59 | 0:27:01 | |
we were in a world full of glide and flow and smoothness and pleasure, | 0:27:01 | 0:27:06 | |
were told that we were pretentious, posing, bohemian arty types. | 0:27:06 | 0:27:11 | |
"It's all very well for you, but I've got to do officey things", | 0:27:11 | 0:27:16 | |
were missing the point. | 0:27:16 | 0:27:19 | |
But however good it was, the Mac cost 2,500, | 0:27:19 | 0:27:24 | |
over 1,000 more than an IBM PC. | 0:27:24 | 0:27:28 | |
Even so, Steve Jobs was in no doubt it would take the world by storm. | 0:27:28 | 0:27:32 | |
Like all great entrepreneurs, in Steve's mind, | 0:27:32 | 0:27:36 | |
"Why wouldn't everybody on the planet immediately buy a Mac"? | 0:27:36 | 0:27:40 | |
So he had huge expectations. | 0:27:40 | 0:27:42 | |
Expectations that were about to collide with the real world. | 0:27:42 | 0:27:45 | |
Then the sales numbers started coming in | 0:27:45 | 0:27:48 | |
and, at best, they were half of what we were expecting. | 0:27:48 | 0:27:51 | |
One of Steve's great strengths is his strong will | 0:27:51 | 0:27:54 | |
and imposing his own version of reality. | 0:27:54 | 0:27:58 | |
So in the face of depressing sales numbers he wasn't really fazed. | 0:27:58 | 0:28:03 | |
Apple's new Macintosh factory was running at 50% of capacity. | 0:28:03 | 0:28:07 | |
We did lose money and that was a huge crisis for everybody. | 0:28:07 | 0:28:11 | |
Of course, that engendered a panic at Apple. | 0:28:11 | 0:28:15 | |
You know, "What was the problem? How can we fix it?" | 0:28:15 | 0:28:18 | |
And there, there was disagreement between different people. | 0:28:18 | 0:28:22 | |
The most serious disagreement was between Steve Jobs | 0:28:24 | 0:28:28 | |
and the man he had made Chief Executive, John Sculley. | 0:28:28 | 0:28:31 | |
Steve has a tendency to be binary about people | 0:28:31 | 0:28:34 | |
You know, sort of, he flipped on John Sculley. | 0:28:34 | 0:28:37 | |
The two men were battling over the future of Apple. | 0:28:37 | 0:28:41 | |
I was focused on the cash-flow of the Apple II. | 0:28:44 | 0:28:46 | |
We had to have that coming in. | 0:28:46 | 0:28:48 | |
Steve wanted to drop the price of the Macintosh, | 0:28:48 | 0:28:51 | |
and put more marketing against the Macintosh. | 0:28:51 | 0:28:54 | |
I felt we couldn't afford that. | 0:28:54 | 0:28:56 | |
30-year-old Jobs had picked a fight with a formidable foe. | 0:28:56 | 0:28:59 | |
Sculley came from PepsiCo, a very political organisation, | 0:28:59 | 0:29:02 | |
and he was a skilful infighter | 0:29:02 | 0:29:05 | |
who knew how to play the games, and Steve didn't. | 0:29:05 | 0:29:09 | |
I said, "Steve, I'm going to the board of directors." | 0:29:12 | 0:29:14 | |
He didn't think I'd do that, but I did, | 0:29:14 | 0:29:16 | |
and the board said, "We agree with John. | 0:29:16 | 0:29:20 | |
"We don't agree with you, Steve." | 0:29:20 | 0:29:21 | |
They asked Steve to step down from heading the Macintosh division. | 0:29:21 | 0:29:25 | |
Jobs had been forced out of the company he had created. | 0:29:27 | 0:29:30 | |
It was a humiliating taste of failure. | 0:29:30 | 0:29:33 | |
I got a phone call, late at night and it was Steve. | 0:29:35 | 0:29:38 | |
He sounded really despondent and very, very sad. | 0:29:38 | 0:29:42 | |
And I knew he was all alone at his great big unfurnished mansion | 0:29:42 | 0:29:46 | |
up in Woodside. | 0:29:46 | 0:29:47 | |
I got in my car, drove up there, and it was totally dark | 0:29:47 | 0:29:51 | |
and rather creepy, and I found the house | 0:29:51 | 0:29:53 | |
and went in and climbed up stairs by myself and found him | 0:29:53 | 0:29:58 | |
in his bedroom just laying down and he was very, very sad. | 0:29:58 | 0:30:03 | |
And I just stayed there, as a friend. | 0:30:03 | 0:30:06 | |
11 years later, Jobs was still bitter. | 0:30:06 | 0:30:10 | |
What can I say? I hired the wrong guy. | 0:30:10 | 0:30:12 | |
-That was Sculley? -Yeah, | 0:30:12 | 0:30:15 | |
and, er, he destroyed everything I'd spent ten years working for. | 0:30:15 | 0:30:20 | |
Erm, starting with me, but that wasn't the saddest part. | 0:30:22 | 0:30:26 | |
I'd have gladly left Apple if Apple had turned out like I wanted it to. | 0:30:26 | 0:30:31 | |
Sacking Jobs seemed natural to the man schooled in selling sugar water. | 0:30:31 | 0:30:37 | |
In hindsight, that was a terrible decision. I was part of it. | 0:30:37 | 0:30:41 | |
Coming from my vantage point, out of corporate America, | 0:30:41 | 0:30:46 | |
people were asked to step down all the time when there were disagreements | 0:30:46 | 0:30:50 | |
so I didn't appreciate what it meant to be a founder of a business, | 0:30:50 | 0:30:55 | |
the visionary of the business. | 0:30:55 | 0:30:57 | |
I was focused on how do we sell Apple computers, | 0:30:57 | 0:30:59 | |
he was focused on how do we change the world? | 0:30:59 | 0:31:02 | |
Jobs severed all ties with Apple, except one. | 0:31:04 | 0:31:07 | |
He kept a single share in the company he had founded, | 0:31:07 | 0:31:10 | |
selling off the rest for more than 100 million. | 0:31:10 | 0:31:14 | |
He hated the company. He couldn't see that it would succeed without him. | 0:31:16 | 0:31:20 | |
He didn't want it to succeed without him. | 0:31:20 | 0:31:24 | |
Over the next 11 years, Jobs didn't relent. | 0:31:24 | 0:31:27 | |
Once again centre stage, he set up a new company called Next, building high spec computers. | 0:31:27 | 0:31:34 | |
With cases made of magnesium and a price to match, they didn't sell well. | 0:31:34 | 0:31:38 | |
Though one important computer scientist was impressed. | 0:31:38 | 0:31:41 | |
Steve Jobs had arranged that, | 0:31:41 | 0:31:43 | |
whenever you get a Next machine, | 0:31:43 | 0:31:45 | |
there would be a message from him. | 0:31:45 | 0:31:46 | |
One of the things I remember he said was that it's not just about personal computing, which was the rage, | 0:31:46 | 0:31:52 | |
he said this should be about interpersonal computing. | 0:31:52 | 0:31:57 | |
And I thought, yeah, that's... Yeah, he's got it. | 0:31:57 | 0:32:00 | |
Jobs recognised technology was on the cusp of allowing us to communicate through computers. | 0:32:01 | 0:32:06 | |
And, in fact, the Next's powerful operating system | 0:32:06 | 0:32:11 | |
helped Sir Tim Berners-Lee connect computer users together. | 0:32:11 | 0:32:15 | |
I developed the World Wide Web on this Next machine in a couple of months, | 0:32:15 | 0:32:20 | |
whereas on another machine it would've taken me a lot longer. | 0:32:20 | 0:32:23 | |
YOU ARE A TOY! | 0:32:23 | 0:32:26 | |
As well as high-tech, | 0:32:26 | 0:32:28 | |
Jobs invested in a struggling computer animation company. | 0:32:28 | 0:32:32 | |
He ploughed 50 million into Pixar, keeping it afloat | 0:32:32 | 0:32:36 | |
until it created the first computer-animated feature film. | 0:32:36 | 0:32:40 | |
Toy Story was a blockbuster, | 0:32:40 | 0:32:43 | |
and taking Pixar public made Steve Jobs super rich. | 0:32:43 | 0:32:46 | |
He did stay in there and made the company successful, | 0:32:46 | 0:32:50 | |
and we made him a billionaire in return. | 0:32:50 | 0:32:52 | |
Seems like a pretty good deal. | 0:32:52 | 0:32:54 | |
Now the hippy computer mogul had become a Hollywood player. | 0:32:54 | 0:32:59 | |
Jobs had the world, but he didn't have Apple. | 0:32:59 | 0:33:02 | |
They say that there are no second acts in American life, | 0:33:02 | 0:33:06 | |
but there clearly are. | 0:33:06 | 0:33:08 | |
One of the astonishing things about the Apple phenomenon | 0:33:08 | 0:33:11 | |
is it goes in two halves. | 0:33:11 | 0:33:13 | |
In the 11 years since Jobs left Apple, | 0:33:15 | 0:33:18 | |
the computer market had changed radically. | 0:33:18 | 0:33:20 | |
Now Microsoft was the dominant force in computing. | 0:33:20 | 0:33:24 | |
Its operating systems powered nearly 90% of personal computers in America. | 0:33:24 | 0:33:30 | |
Apple had tried to compete | 0:33:30 | 0:33:32 | |
by allowing other manufacturers to make and sell copies of its machines and software, | 0:33:32 | 0:33:37 | |
but it wasn't working. | 0:33:37 | 0:33:39 | |
The company had lost its lead in the computer market, | 0:33:40 | 0:33:43 | |
customers were leaving in droves, the company had no future, no roadmap. | 0:33:43 | 0:33:48 | |
The company was in serious trouble. | 0:33:48 | 0:33:53 | |
I, and other Apple users, were being told with malicious grins | 0:33:53 | 0:33:57 | |
from our Windows-using friends that if we wanted to keep our machines | 0:33:57 | 0:34:01 | |
we'd have to go to hobbyist shops because there would be no Apple computer. | 0:34:01 | 0:34:04 | |
At Next, Jobs had focused on developing its powerful operating system. | 0:34:06 | 0:34:11 | |
Apple needed just such a system. | 0:34:11 | 0:34:14 | |
Apple was in technical trouble. | 0:34:16 | 0:34:18 | |
Next was absolutely in financial trouble, and the two came together. | 0:34:18 | 0:34:22 | |
Apple bought Next for 400 million. | 0:34:24 | 0:34:28 | |
It got the new operating system it needed, and Steve Jobs. | 0:34:28 | 0:34:33 | |
Steve was truly excited to be linked up with Apple again. | 0:34:33 | 0:34:37 | |
It was the company he founded, the company he was kicked out of. | 0:34:37 | 0:34:40 | |
It's the company that had lost its way, it was starting to fail, | 0:34:42 | 0:34:46 | |
so he had this opportunity to go back and start fixing Apple at large. | 0:34:46 | 0:34:51 | |
A few days later, Apple revealed just how much trouble it was really in. | 0:34:51 | 0:34:57 | |
They announced that they were going to lose something like 1 billion, | 0:34:57 | 0:35:01 | |
and back then 1 billion was a lot of money. | 0:35:01 | 0:35:05 | |
I said, "Steve, what did we just get ourselves into?" | 0:35:05 | 0:35:09 | |
And he was wondering himself! Because this was a big surprise to us. | 0:35:09 | 0:35:14 | |
To bring Apple back from the brink, | 0:35:14 | 0:35:16 | |
Jobs had a conventional business challenge. | 0:35:16 | 0:35:18 | |
He had to stop the company haemorrhaging money, | 0:35:18 | 0:35:21 | |
but he also had to do more. | 0:35:21 | 0:35:23 | |
He had to help the company rediscover itself, | 0:35:23 | 0:35:26 | |
and for that he thought he needed to take it back to the future, | 0:35:26 | 0:35:30 | |
to the values that had built it up in the first place. | 0:35:30 | 0:35:33 | |
He decided to put all of Apple's products and people under review. | 0:35:35 | 0:35:39 | |
He was demanding, erm, he would not hesitate to call someone at two o'clock in the morning | 0:35:39 | 0:35:46 | |
if he had an idea that he wanted to be pursued. | 0:35:46 | 0:35:49 | |
He had no time for people that he did not respect. | 0:35:49 | 0:35:52 | |
It got so bad that people were afraid to get into the elevator with Steve. | 0:35:52 | 0:35:56 | |
He was on the fourth floor of the first building | 0:35:56 | 0:35:58 | |
when you first come in, and it's been rumoured that he's fired people | 0:35:58 | 0:36:02 | |
in that 25-second elevator ride as he walked out of the elevator. | 0:36:02 | 0:36:06 | |
It wasn't just people who were axed. | 0:36:06 | 0:36:10 | |
Jobs ended the licensing of Apple's technology to other companies, | 0:36:10 | 0:36:14 | |
and he killed off most of Apple's product lines, | 0:36:14 | 0:36:17 | |
including a clunky handheld device, the Newton. | 0:36:17 | 0:36:20 | |
He taught the company what he learned | 0:36:24 | 0:36:27 | |
when he was at Next and Pixar, | 0:36:27 | 0:36:29 | |
which was focus matters. | 0:36:29 | 0:36:32 | |
Watching expenses matters. | 0:36:32 | 0:36:35 | |
We'll do more if we do less. | 0:36:35 | 0:36:38 | |
Here's to the crazy ones. | 0:36:39 | 0:36:43 | |
The misfits, the rebels. | 0:36:43 | 0:36:45 | |
The troublemakers. | 0:36:45 | 0:36:47 | |
Always the marketing man, now Jobs started to talk Apple up | 0:36:47 | 0:36:51 | |
with a TV advert called Think Different. | 0:36:51 | 0:36:53 | |
This emotional recasting of Apple's rebel roots was about more than just the brand. | 0:36:54 | 0:37:00 | |
The real reason Think Different was created was for the employees. | 0:37:00 | 0:37:04 | |
It really meant a wake-up, a call to action, | 0:37:04 | 0:37:08 | |
a call to arms for the employees to say, "Wait a minute, | 0:37:08 | 0:37:11 | |
"we still have something great to do for the world." | 0:37:11 | 0:37:13 | |
Because the people who are crazy enough to think they can change the world... | 0:37:13 | 0:37:19 | |
..are the ones who do. | 0:37:19 | 0:37:21 | |
After renewing Apple's sense of its own identity, | 0:37:26 | 0:37:29 | |
Jobs needed a product that could bring about the company's financial revival. | 0:37:29 | 0:37:34 | |
He had a new vision of what computers could be, | 0:37:34 | 0:37:37 | |
and it centred on an unknown Apple employee, British designer Jonathan Ive, | 0:37:37 | 0:37:43 | |
who'd been working on an unusual prototype for a new computer. | 0:37:43 | 0:37:47 | |
He went into Steve's office, and he came out ten minutes later, | 0:37:47 | 0:37:50 | |
and sort of leant against the wall, not quite believing what he'd heard, | 0:37:50 | 0:37:54 | |
which was, "We're going to stop everything at Apple and we're going to make this prototype of yours." | 0:37:54 | 0:37:59 | |
Johnny said, "You do know that the prototype is transparent and that's how I want it to be?" | 0:37:59 | 0:38:04 | |
Steve said, "Sure." | 0:38:04 | 0:38:05 | |
This...is iMac. | 0:38:08 | 0:38:12 | |
APPLAUSE | 0:38:12 | 0:38:13 | |
The whole thing is translucent, you can see into it. It's so cool. | 0:38:16 | 0:38:20 | |
Jobs and Ive had put the design of the computer centre stage. | 0:38:21 | 0:38:26 | |
It created quite a stir. | 0:38:27 | 0:38:30 | |
It looks like it's from another planet, and a good planet! | 0:38:30 | 0:38:34 | |
AUDIENCE LAUGHTER | 0:38:34 | 0:38:35 | |
A planet with better designers. | 0:38:35 | 0:38:38 | |
Behold this extraordinary transparent object. | 0:38:39 | 0:38:42 | |
It was friendly! | 0:38:42 | 0:38:43 | |
It's a silly thing to say! It looked like a nice thing to own. | 0:38:43 | 0:38:47 | |
The back of this thing looks better than the front of the other guy's by the way! | 0:38:47 | 0:38:52 | |
This was a desktop computer | 0:38:52 | 0:38:54 | |
but conceived as a thing of pleasure, ironic fascination. | 0:38:54 | 0:38:58 | |
It meant that, you know, a computer wasn't just a dreary piece of office equipment. | 0:38:58 | 0:39:02 | |
They look so good, you kind of want to lick 'em. | 0:39:02 | 0:39:04 | |
The iMac fused striking design with the ability to connect to the internet easily. | 0:39:04 | 0:39:10 | |
Steve was super-proud of the design | 0:39:10 | 0:39:12 | |
and also the idea that he called it the iMac and the "i" for internet. | 0:39:12 | 0:39:16 | |
The "i" was a stroke of deft branding, | 0:39:16 | 0:39:19 | |
transforming the new impersonal internet into something more intimate. | 0:39:19 | 0:39:25 | |
The iMac was a huge success and propelled Apple back into profit. | 0:39:25 | 0:39:29 | |
In four and a half months, iMac has become the number one selling computer in America. | 0:39:29 | 0:39:34 | |
The iMac was no better a product than the computer it replaced | 0:39:34 | 0:39:38 | |
but it was packaged and marketed in a way that became classic Steve Jobs. | 0:39:38 | 0:39:42 | |
It was the sort of packaging that attracted people | 0:39:42 | 0:39:46 | |
who'd previously had no interest in computers. | 0:39:46 | 0:39:49 | |
A third of sales were to those who'd never bought one before. | 0:39:49 | 0:39:52 | |
Who'd have thought you could have an emotional bond with your computer? | 0:39:52 | 0:39:57 | |
Apple wanted to change people's relationship with computers. | 0:39:57 | 0:40:02 | |
Steve wanted it to be fashionable but it was Jonathan who was saying, | 0:40:02 | 0:40:05 | |
"We have to make this something that people will love." | 0:40:05 | 0:40:09 | |
The word "love" started becoming part of Apple's motif. | 0:40:09 | 0:40:13 | |
And now there was a new partnership at the heart of Apple. | 0:40:13 | 0:40:18 | |
Jonathan Ive and Jobs had a very, very, very special relationship | 0:40:18 | 0:40:22 | |
and it was united by this almost Zen-like meditative intensity, which they both have. | 0:40:22 | 0:40:27 | |
Ive's approach to design would be the new foundation on which Apple's future would be built. | 0:40:30 | 0:40:36 | |
You've got this incredibly powerful, this potent technology and people, | 0:40:36 | 0:40:40 | |
and I think design makes a very sort of important, erm... | 0:40:40 | 0:40:43 | |
..I think, contribution to the nature of that connection. | 0:40:43 | 0:40:47 | |
I think we're trying to create products that make sense, | 0:40:47 | 0:40:51 | |
and that people really develop some sort of affinity with. | 0:40:51 | 0:40:56 | |
They are products that become personal. | 0:40:56 | 0:40:58 | |
There is a poetic dimension to some technological artefacts | 0:40:58 | 0:41:03 | |
because they have been crafted into it, and that is not accidental. | 0:41:03 | 0:41:08 | |
It's absolutely part of a mission, a focus, and part of the functionality. | 0:41:08 | 0:41:13 | |
And over the years, Apple has generally positioned its products | 0:41:13 | 0:41:17 | |
as expensive, but oh-so-elegantly designed. | 0:41:17 | 0:41:21 | |
There are people who say, when you compare the Apple product with the functional equivalent... | 0:41:21 | 0:41:25 | |
..You see that it's more style over substance. | 0:41:25 | 0:41:29 | |
No, no, no! Evan, you couldn't be more wrong. | 0:41:29 | 0:41:33 | |
I wouldn't wish to be rude to you | 0:41:33 | 0:41:34 | |
but it's astonishing to think that, in the 21st-century, | 0:41:34 | 0:41:38 | |
people still think there's a distinction between style and substance, | 0:41:38 | 0:41:42 | |
that the two are not the same. | 0:41:42 | 0:41:45 | |
The better it looks, the more you want to use it, the more function you get out of it anyway! | 0:41:45 | 0:41:51 | |
Around the turn-of-the-century, technology was changing rapidly. | 0:41:52 | 0:41:56 | |
Consumers were rushing to buy new digital devices like cameras and music players, | 0:41:56 | 0:42:01 | |
and Jobs saw how Apple could weave itself deeper into people's lives, | 0:42:01 | 0:42:06 | |
IF it could exploit the trend. | 0:42:06 | 0:42:08 | |
We are living in a new digital lifestyle with an explosion of digital devices, | 0:42:09 | 0:42:15 | |
and we believe that the Mac can become the digital hub of our new emerging digital lifestyle. | 0:42:15 | 0:42:22 | |
We think this is going to be huge. | 0:42:24 | 0:42:26 | |
Jobs' insight was the beginning of Apple as we know it today. | 0:42:27 | 0:42:31 | |
Computers were becoming powerful enough to store and play video, music and other media. | 0:42:31 | 0:42:38 | |
Apple began working secretly on a digital device of its own. | 0:42:38 | 0:42:42 | |
It would revolutionise the company and our increasingly digital world. | 0:42:42 | 0:42:47 | |
The iPod came about because somewhat of a convergence of technologies. | 0:42:47 | 0:42:52 | |
We learned that we could marry a really small hard drive - | 0:42:52 | 0:42:56 | |
small in size, large in capacity - with some small electronics | 0:42:56 | 0:43:01 | |
and build a really good music player. | 0:43:01 | 0:43:04 | |
Just as with the mouse in the 1980s, Jobs and Apple did not invent the MP3 player, | 0:43:05 | 0:43:11 | |
but they did redefine it for consumers. | 0:43:11 | 0:43:15 | |
The iPod could hold 1,000 songs, | 0:43:15 | 0:43:19 | |
but its real innovation lay in Jonathan Ive's design. | 0:43:19 | 0:43:24 | |
There were lots of MP3 players around before the iPod | 0:43:24 | 0:43:27 | |
but they all looked as ugly as car batteries and it was only Apple | 0:43:27 | 0:43:31 | |
who had the sense to make the iPod into a gorgeous, gorgeous thing. | 0:43:31 | 0:43:35 | |
The colour of the first iPod was no accident. | 0:43:35 | 0:43:39 | |
Choosing white for the iPod wasn't just a Johnny decision, it was a Johnny and Steve decision. | 0:43:39 | 0:43:43 | |
They really looked into the idea of the colour white. | 0:43:43 | 0:43:48 | |
It was something, which carried on a certain spirit and purity. | 0:43:48 | 0:43:53 | |
They went to many, many iterations of white and had to look at special materials, special polymers, | 0:43:54 | 0:44:00 | |
to produce and convey and maintain the certain whiteness of the iPod. | 0:44:00 | 0:44:06 | |
Carefully chosen colours, white or otherwise, | 0:44:06 | 0:44:09 | |
had a distinctive presence in the advertising. | 0:44:09 | 0:44:13 | |
And with this product, unlike some in the past, | 0:44:13 | 0:44:15 | |
Apple was not going to overestimate demand. | 0:44:15 | 0:44:19 | |
-Indeed, quite the reverse. -When we were planning the launch of the iPod across Europe, | 0:44:19 | 0:44:23 | |
an important thing we had to manage with the iPod | 0:44:23 | 0:44:26 | |
was to make sure we kind of undersupplied the demand | 0:44:26 | 0:44:30 | |
so that we'd only roll it out | 0:44:30 | 0:44:32 | |
almost in response to cities crying out for those iPods to be available | 0:44:32 | 0:44:36 | |
and that's how we kept that kind of cachet for the iPod in its early years. | 0:44:36 | 0:44:40 | |
And we'd use extensive data research to understand | 0:44:40 | 0:44:44 | |
what the kind of relative strength of doing that in Rome versus Madrid would be. | 0:44:44 | 0:44:49 | |
Unlike most other MP3 players, which worked with either Macs or PCs, | 0:44:49 | 0:44:54 | |
the iPod needed Apple software running on an Apple computer. | 0:44:54 | 0:44:58 | |
For Steve Jobs, this closed system seemed to be a virtuous circle. | 0:44:58 | 0:45:03 | |
When they sell iPods at the beginning, | 0:45:03 | 0:45:05 | |
it locks you into the system, | 0:45:05 | 0:45:07 | |
and iPods have an immediate impact | 0:45:07 | 0:45:11 | |
on Apple Mac sales within the profitability of the corporation as a whole. | 0:45:11 | 0:45:15 | |
Ultimately, Jobs realised that Apple could make even more money by creating an iPod for Windows. | 0:45:15 | 0:45:22 | |
Steve knew that, for him to take Apple to another place, | 0:45:22 | 0:45:27 | |
he had to break out of the Mac ghetto, | 0:45:27 | 0:45:30 | |
which is his gated community of loyal fans who love the product. | 0:45:30 | 0:45:35 | |
Music became his way of reaching that larger audience. | 0:45:35 | 0:45:39 | |
-..is the new iPod. -Apple was on a roll. | 0:45:39 | 0:45:44 | |
The iPod quickly became the number one digital music player in America and beyond. | 0:45:44 | 0:45:50 | |
You suddenly saw them everywhere, | 0:45:50 | 0:45:53 | |
and its success set the company on a new course. | 0:45:53 | 0:45:57 | |
There was no vision of there's going to be an iPod, then an iPhone, then an iPad. | 0:45:57 | 0:46:02 | |
However, there was a vision that we're going to be more consumer, | 0:46:02 | 0:46:07 | |
more of a consumer electronics company. | 0:46:07 | 0:46:09 | |
This is our store, and the store is divided into four parts. | 0:46:14 | 0:46:19 | |
The first quarter of the store has our home section... | 0:46:19 | 0:46:24 | |
Apple was on its way to becoming a global phenomenon. | 0:46:24 | 0:46:27 | |
Wanting to build a consumer electronics company, | 0:46:27 | 0:46:30 | |
the next step was to go into consumer electronics stores, Apple style, | 0:46:30 | 0:46:35 | |
with shops designed to match the products in them. | 0:46:35 | 0:46:38 | |
What's interesting about Apple's move into retail | 0:46:40 | 0:46:45 | |
is it wasn't so much Apple opening up a shop, | 0:46:45 | 0:46:47 | |
but rather Apple opening up its experience | 0:46:47 | 0:46:49 | |
and allowing people to buy Apple products in the kind of style, | 0:46:49 | 0:46:54 | |
in the kind of environment, that actually really suited that brand. | 0:46:54 | 0:46:58 | |
Every facet of the way the stores look was influenced by Steve Jobs. | 0:46:58 | 0:47:03 | |
He even held the American patent for the design of the glass stairs. | 0:47:03 | 0:47:07 | |
The fact that Steve Jobs was a sort of hippy control freak was an extraordinary collision, | 0:47:08 | 0:47:14 | |
but it's worked absolutely brilliantly for Apple, | 0:47:14 | 0:47:18 | |
which is you've got this impression of hippy chic and relaxed and everything else, | 0:47:18 | 0:47:23 | |
whereas actually this organisation is one of the most controlled organisations in the world. | 0:47:23 | 0:47:28 | |
Apple boasts some of the world's most profitable retail space, | 0:47:28 | 0:47:33 | |
but the shops are about far more than selling products. | 0:47:33 | 0:47:36 | |
An Apple Store is a temple to a belief system. | 0:47:36 | 0:47:40 | |
They conform to the structure of a religion. | 0:47:40 | 0:47:43 | |
They have the objects of veneration, the phone, the tablet, | 0:47:43 | 0:47:47 | |
they have a powerful priesthood. | 0:47:47 | 0:47:50 | |
They have a congregation of people who belong and who believe in Apple, | 0:47:50 | 0:47:53 | |
but ultimately they have the Messiah, the religious leader, the late Steve Jobs. | 0:47:53 | 0:47:59 | |
Apple's ethos, defined by that Think Different slogan, | 0:48:00 | 0:48:05 | |
turned out to be a remarkably valuable business philosophy. | 0:48:05 | 0:48:08 | |
It had helped the company reinvent computing and retailing, | 0:48:08 | 0:48:12 | |
and next it would take Apple to yet another revolutionary endeavour. | 0:48:12 | 0:48:17 | |
Steve Jobs was one of those people who recognised that, in the digital age, content would be key. | 0:48:17 | 0:48:23 | |
The iPod was designed to be a way to synchronise your music | 0:48:24 | 0:48:27 | |
from your computer to get it into your pocket. | 0:48:27 | 0:48:30 | |
It was after the success of the iPod that Apple said there's a market for us to sell music, | 0:48:30 | 0:48:36 | |
but that was not the original plan. | 0:48:36 | 0:48:39 | |
While Jobs needed music for the iPod, | 0:48:39 | 0:48:43 | |
the music industry had a problem of its own. | 0:48:43 | 0:48:45 | |
The rise of file-sharing websites like Napster was threatening the way the industry made money. | 0:48:45 | 0:48:51 | |
So you went from a world in which you had to go buy stuff in a store | 0:48:51 | 0:48:56 | |
to a world in which you had this cloud of music | 0:48:56 | 0:48:59 | |
that was, in effect, an unlimited source of free music, | 0:48:59 | 0:49:04 | |
which was a very threatening idea to the music industry. | 0:49:04 | 0:49:08 | |
Faced with this crisis, the record industry had tried to close Napster down | 0:49:08 | 0:49:13 | |
and sue people who downloaded music for free. | 0:49:13 | 0:49:16 | |
They were alarmed by Apple's iPod. | 0:49:16 | 0:49:18 | |
The record labels were very unhappy with that and felt that, | 0:49:20 | 0:49:24 | |
only because Napster was hard to use, could the music survive, | 0:49:24 | 0:49:28 | |
and here was Apple coming out with a digital music product | 0:49:28 | 0:49:31 | |
that was easy to use and was going to make it much more popular. | 0:49:31 | 0:49:35 | |
Even so, some in the music industry thought Apple might be able to help. | 0:49:35 | 0:49:39 | |
In 2002, a delegation of music executives travelled to Apple's headquarters | 0:49:40 | 0:49:45 | |
to present a vision for how they might collaborate. | 0:49:45 | 0:49:48 | |
Steve Jobs did not exactly warm to their ideas. | 0:49:48 | 0:49:52 | |
He listens, but he isn't listening patiently. | 0:49:52 | 0:49:55 | |
At one point he waves his arms and says, "Stop, stop, that's not why I'm here. | 0:49:55 | 0:50:01 | |
"I didn't come here to listen to you. | 0:50:01 | 0:50:04 | |
"I have my own views on what we need to do. | 0:50:04 | 0:50:08 | |
"You guys in the music business have had your heads up your asses all these years!" | 0:50:08 | 0:50:12 | |
Which made everybody on my side of the table mute, silent. | 0:50:12 | 0:50:19 | |
And I said, "Steve, that's exactly why we're here. We need your help." | 0:50:19 | 0:50:24 | |
Other technology companies had tried and failed to persuade the major labels | 0:50:24 | 0:50:29 | |
to license their music online, but Jobs was different. | 0:50:29 | 0:50:34 | |
Jobs was the biggest share owner in Disney. | 0:50:34 | 0:50:36 | |
Because he was in such a strong position as a Hollywood player | 0:50:36 | 0:50:39 | |
that he was able to bang the heads together of the music companies and say this is how it's going to be. | 0:50:39 | 0:50:45 | |
To Jobs, it was obvious the record labels didn't understand the new internet-savvy consumers. | 0:50:45 | 0:50:51 | |
He insisted the way to beat file-sharing was not to punish people for doing it | 0:50:51 | 0:50:56 | |
but to offer a more convenient reasonably-priced alternative. | 0:50:56 | 0:51:01 | |
In less than a year, every major label had signed up to the Apple iTunes store. | 0:51:01 | 0:51:08 | |
He just got the deal done and that was an incredible achievement. | 0:51:08 | 0:51:12 | |
That in pure business terms is deal-making, | 0:51:12 | 0:51:14 | |
which is a recognisable feature of your great tycoon. | 0:51:14 | 0:51:18 | |
In its first week, the iTunes store sold more than 1 million tracks. | 0:51:18 | 0:51:23 | |
It was so successful by the end of the first year, | 0:51:23 | 0:51:26 | |
the leverage had shifted from the owner of the content to Apple. | 0:51:26 | 0:51:32 | |
Some artists believe Apple now wields too much power through iTunes, | 0:51:32 | 0:51:37 | |
putting profits before musicians. | 0:51:37 | 0:51:39 | |
..whose works it bleeds like a digital vampire for its enormous commission, | 0:51:39 | 0:51:44 | |
that it decides, you know, we'll take 30%. | 0:51:44 | 0:51:49 | |
It's a bit of a pity that everyone's online these days. | 0:51:49 | 0:51:51 | |
But you can't blame them. It's just the modern world, innit? | 0:51:51 | 0:51:55 | |
But what a business it is. | 0:51:55 | 0:51:56 | |
IPods give Apple power over the music industry through the connection to iTunes, | 0:51:56 | 0:52:01 | |
and, in turn, the appeal of iTunes boosts sales of iPods. | 0:52:01 | 0:52:05 | |
If I can fulfil all your needs, then I'll get all your money, | 0:52:05 | 0:52:09 | |
and that's Steve's approach. | 0:52:09 | 0:52:12 | |
He wanted to give people the devices they would use to consume video and audio, | 0:52:12 | 0:52:19 | |
then he wanted to give them video and audio to consume. | 0:52:19 | 0:52:22 | |
He's created the future of entertainment. | 0:52:22 | 0:52:26 | |
Jobs was usually very guarded about his private life, | 0:52:28 | 0:52:31 | |
but in 2005 he chose a very public stage, a speech to graduating students, | 0:52:31 | 0:52:36 | |
to reveal he had been battling serious illness. | 0:52:36 | 0:52:40 | |
About a year ago, I was diagnosed with cancer. | 0:52:40 | 0:52:45 | |
I had a scan at 7.30 in the morning | 0:52:45 | 0:52:47 | |
and it clearly showed a tumour on my pancreas. | 0:52:47 | 0:52:49 | |
My doctor advised me to go home and get my affairs in order, | 0:52:49 | 0:52:54 | |
which is doctor's code for "prepare to die". | 0:52:54 | 0:52:58 | |
It turned out to be a very rare form of pancreatic cancer that is curable with surgery. | 0:52:58 | 0:53:03 | |
I had the surgery and thankfully I'm fine now. | 0:53:03 | 0:53:08 | |
In reality, Jobs would continue his struggle with cancer for the next six years. | 0:53:08 | 0:53:12 | |
His diagnosis had a profound impact. | 0:53:12 | 0:53:17 | |
Death is very likely the single best invention of life. | 0:53:17 | 0:53:21 | |
It's life's change agent, it clears out the old to make way for the new. | 0:53:21 | 0:53:25 | |
Your time is limited so don't waste it living someone else's life. | 0:53:25 | 0:53:30 | |
It's a philosophy that Jobs himself followed. | 0:53:30 | 0:53:34 | |
It's really amazing in hindsight what he accomplished while he was sick. | 0:53:34 | 0:53:40 | |
Not only was he fighting this debilitating disease, | 0:53:40 | 0:53:44 | |
he was leading a huge corporation doing earth-shaking work | 0:53:44 | 0:53:48 | |
that affects hundreds of millions of people. | 0:53:48 | 0:53:52 | |
Steve Jobs' next major project would bring together everything he stood for, | 0:53:52 | 0:53:57 | |
a bold raid into a market into which the company had never been a player. | 0:53:57 | 0:54:01 | |
IPod. A phone. | 0:54:03 | 0:54:06 | |
CHEERING AND APPLAUSE | 0:54:06 | 0:54:07 | |
Are you getting it? | 0:54:07 | 0:54:10 | |
It would revolutionise the way a long-established industry worked, and make Apple billions. | 0:54:10 | 0:54:15 | |
And we're calling it... iPhone. | 0:54:16 | 0:54:20 | |
He said, "I think that we'll succeed in this marketplace | 0:54:21 | 0:54:27 | |
"because we're a software company, | 0:54:27 | 0:54:29 | |
"and everyone we're going to compete with are hardware companies." | 0:54:29 | 0:54:33 | |
I didn't realise at the time just how profound that was. | 0:54:33 | 0:54:37 | |
Apple's iPhone became the fastest selling handset on the market. | 0:54:40 | 0:54:44 | |
People weren't buying them just to make phone calls. | 0:54:45 | 0:54:48 | |
Steve, I love you! | 0:54:48 | 0:54:51 | |
What made the iPhone different was apps. | 0:54:51 | 0:54:54 | |
The iPhone was the gateway to a world of downloadable software | 0:54:55 | 0:54:59 | |
for anything from shopping to finding love, or lust, nearby. | 0:54:59 | 0:55:04 | |
He came into the marketplace and absolutely demonstrated to people | 0:55:05 | 0:55:10 | |
how you could package up bits of the internet and present it to people | 0:55:10 | 0:55:14 | |
in a way that was really simple and fast and digestible in the form of apps. | 0:55:14 | 0:55:20 | |
With apps, Apple had worked out how to open up its closed system | 0:55:21 | 0:55:26 | |
just enough to keep earning money from its latest iPods, iPhones and iPads, | 0:55:26 | 0:55:30 | |
even after you've bought them. The money keeps rolling in. | 0:55:30 | 0:55:36 | |
For the first time ever, | 0:55:38 | 0:55:39 | |
Apple briefly topped Exxon Mobil as the world's most valuable company. | 0:55:39 | 0:55:44 | |
All the more amazing as android phones and Dell and HP computers outsell Apple. | 0:55:44 | 0:55:49 | |
Oddly enough, the market share of Apple is very low. | 0:55:49 | 0:55:52 | |
It's incredibly low in computers but they make enormous profit out of it. | 0:55:52 | 0:55:56 | |
It's actually low in smartphones. It's not the leader in the world | 0:55:56 | 0:56:00 | |
by any means, yet the money they make make them the largest company on Earth. | 0:56:00 | 0:56:04 | |
Apple is much stronger than its competition, | 0:56:04 | 0:56:08 | |
and so they need to make sure they don't get complacent | 0:56:08 | 0:56:14 | |
because the way they'll lose some day is when someone quietly comes up behind them | 0:56:14 | 0:56:20 | |
and does something that is now better. | 0:56:20 | 0:56:24 | |
Over the course of more than three decades, | 0:56:24 | 0:56:26 | |
some might argue that Apple has travelled far from its origins, | 0:56:26 | 0:56:31 | |
as a bunch of Californians railing against IBM to become, itself, an all-powerful Big Brother. | 0:56:31 | 0:56:37 | |
But it is a more complicated and interesting story. | 0:56:37 | 0:56:40 | |
If Steve Jobs had just been a rebel, he wouldn't have got far, | 0:56:40 | 0:56:44 | |
but it's because he always had that inner-hippy | 0:56:44 | 0:56:47 | |
that Apple became so much more than just another computer company. | 0:56:47 | 0:56:52 | |
There was one aspect of Steve Jobs' battle with cancer he hadn't revealed. | 0:56:52 | 0:56:57 | |
He'd delayed having surgery for nine months after he was diagnosed. | 0:56:57 | 0:57:01 | |
Instead he'd tried alternative remedies | 0:57:01 | 0:57:04 | |
and a strict vegan diet, against the advice of those closest to him. | 0:57:04 | 0:57:09 | |
And the cancer had spread. | 0:57:09 | 0:57:11 | |
He was the kind of person that could convince himself of things | 0:57:11 | 0:57:15 | |
that weren't necessarily true, and that always worked with him for designing products, | 0:57:15 | 0:57:20 | |
where he could go to people and ask them to do something that they thought was impossible. | 0:57:20 | 0:57:24 | |
And I think he truly thought that, | 0:57:24 | 0:57:28 | |
through some unconventional means, he could cure himself. | 0:57:28 | 0:57:33 | |
A Californian suburb. | 0:57:35 | 0:57:38 | |
This was Steve Jobs' house after his death at the age of 56. | 0:57:38 | 0:57:42 | |
Home to no ordinary CEO, billionaire or hippie. | 0:57:44 | 0:57:48 | |
# Buckets or rain, buckets of tears | 0:57:49 | 0:57:52 | |
# Got all them buckets coming out of my ears | 0:57:52 | 0:57:55 | |
# Buckets of moonbeams in my hand... # | 0:57:55 | 0:57:59 | |
He wasn't an inventor, he wasn't a code writer, | 0:57:59 | 0:58:01 | |
he wasn't a designer, he wasn't a businessman really. | 0:58:01 | 0:58:05 | |
I mean the word people use is visionary. | 0:58:05 | 0:58:08 | |
If you break it down in the sense of he saw things, | 0:58:08 | 0:58:11 | |
in that sense he was a visionary. He just saw things. | 0:58:11 | 0:58:14 | |
As near as I can tell, Steve Jobs never left his counter-cultural frame of reference, | 0:58:15 | 0:58:21 | |
and so his way of staying forever young was to stay forever hippy. | 0:58:21 | 0:58:25 | |
Stay hungry, stay foolish. Thank you all very much. | 0:58:25 | 0:58:30 | |
APPLAUSE | 0:58:30 | 0:58:32 | |
Subtitles by Red Bee Media Ltd | 0:58:32 | 0:58:34 | |
E-mail [email protected] | 0:58:34 | 0:58:35 |