lower middle-class. Father was fixing cars for a living.
high-school certificate. Dropped out of Reed College after one semester.
chairman & CEO at Apple Inc. + Director at The Walt Disney Company
Joanne Simpson and possibly Abdulfattah Jandali, political sciences professor from Syria
adoptive sister: Patti Jobs (born 1958), biological sister: Mona Simpson (born 1957)
Lisa Brennan-Jobs (born 1978), with unmarried girlfriend Chris-Ann Brennan. Reed (born 1991), Erin Siena (born 1995) and Eve (born 1998) with wife Laurene.
Democrat. Steve funds the Democratic Party (using his wife’s name) for each Presidential election, and he entertained the Clintons several times at his home in Palo Alto. Steve himself thought of running for the office of governor of California after he left Apple in 1985 — but gave up in the end. He knew Gov. Jerry Brown from his days at the Los Altos Zen Center in the 1970s.
Steve studied Zen Buddhism in his youth. He often said that he thought of becoming a monk up in a monastery in Japan instead of starting Apple, but his guru Kobun Chino convinced him otherwise. That same Zen master was a spiritual adviser at NeXT and married Steve and Laurene in Yosemite in 1991.
This is one of Steve’s many paradoxes: how could a real Buddhist make a living out of selling gadgets to the masses?
We know from Steve himself and the story of his life that he loves Yosemite, in which he demanded to be married, as well as Europe in general and Paris in particular. He said to French journalists that one of his biggest pride was to see an Apple billboard next to the Louvre.
Yet his favorite place on earth is probably his home, Silicon Valley. He reportedly delights in driving on the scenic I-280, and spending hours hiking on the hills surrounding Stanford campus in Palo Alto.
Steve’s favorite musician is definitely Bob Dylan, whose tunes he played throughout his youth with his guitar at home. He would discuss their lyrics with his friends, such as Bill Fernandez or Woz. Some people believe he dated Joan Baez mostly because she was Dylan’s ex.
Steve also loves The Beatles and Grateful Dead, all part of the rock scene of the 1960s (thus before he came of age). He describes himself as an audiophile: after he became rich, one of the only pieces of furniture he bought was a $100,000 stereo system. It is still true today.
we can’t say for sure but we know that Steve loves photography. For a long time his home was only decorated with large black-and-white photographs of cultural icons such as Einstein, or the California landscape, mostly by Ansel Adams. He also had Japanese prints.
Steve Jobs' keynote speeches
One of the reasons Steve Jobs has become such an icon in the tech world is his master showmanship. His performances are awaited all around the globe by millions of Apple fans who crave their excitement and surprises. The shows are mainly part of a marketing strategy typical of Apple, since its early days. Yet it was dramatically reinforced since Steve’s return to the company in 1997. These infomercials are inseparable from the cult of secrecy of the company (see
Steve at work on that).
Typically, Steve Jobs takes the stage and, after giving information on how the company is doing and what broad directions they are heading to, introduces new products to amazed fans and media. The excitement of the unveiling of new products comes both from their intrinsic greatness and the total surprise — this is why every such keynote speech is preceded by a flow of rumors from all kinds of website and blogs in the Apple community, which are now relayed even in the mainstream media since Apple’s incredible recent growth.
When Steve came back at Apple, he would typically do five to eight such public shows a year (for example he did seven of them in 1999: Macworld San Francisco, Macworld Tokyo, Macworld New York, the Worldwide Developers Conference (WWDC), Seybold San Francisco, Apple Expo, and a Special Event for iMacs). However, this steady succession of public appearances has changed in recent years. There is now only one show that is semi-open to the public: that’s WWDC, held every summer in San Francisco. It is not open to anybody as you need to be a registered Apple developer and pay a substantial fee to attend. All the public shows are gone: the main one, Macworld San Francisco, which used to be held at Moscone Center every January; Macworld Tokyo, in February; Macworld New York, in July; Seybold (a publishing industry conference), in August; and Apple Expo Paris, in September. Nowadays, Apple usually hosts what it calls “Special Events” that are open only to the media. Steve is in front of smaller audiences, usually always at the same places (the Cupertino De Anza Auditorium, the Cupertino Flint Center for the Performing Arts, the San Francisco Yerba Buena Center, the San Jose Auditorium — or even Apple’s Town Hall Auditorium on the Cupertino campus).
The decline in the frequency of Steve’s public appearances can be attributed to several factors.
First, with the advent of broadband Internet, any show can now be watched online throughout the globe; this was not possible in the late 1990s, and Steve had to move personally to evangelize Apple products for customers and the media all around the country and abroad. This is why many shows used to be very alike (e.g. Macworld SF and Tokyo, only one month apart).
The second reason is the so-called Osborne effect: customers would stop purchasing a month or so before any event, in anticipation of potential new products that would make their purchase obsolete. This was disastrous for business.
Third is the official reason invoked by Apple, namely the incredible showcase provided by its retail stores. The company has over 200 stores worldwide and they are worth 100 Macworlds of visitors every week. They do a much more efficient job at evangelizing Apple products to potential and current customers.
The Reality Distortion Field
The Reality Distortion Field or RDF is a term coined by Apple engineer Burrell Smith to describe Steve’s charisma and his ability to convince you of just about anything. The term was used in the context of working with Steve Jobs (see
Steve at work), but is now widely used to describe his charisma in general, especially on stage.
Journalist Alan Deutschman appropriately said of him that
“what really gets you is the way he talks — there's something about the rhythm of his speech and the incredible enthusiasm he conveys for whatever it is he's talking about that is just infectious.” This is one of the elements of Steve’s charm, along with his delicate use of humor, a collection of surprise guests, his perfect timing and ability to build up suspense, as well as his own contagious excitement regarding his announcements. Steve’s sister Mona Simpson wrote in her novel
A Regular Guy that Steve was
"flirting" with his audiences. And one of his long-time friend, alan Kay, said, after watching Jobs unveil the iPhone:
"Steve understands desire." And knows how to use it well.
Such keynotes are an integral part of Steve’s job at Apple. He is the company’s ultimate salesman. At NeXT he was even dubbed so because the company seemed able to close deals only after he showed up and personally convinced prospective customers. It is actually at NeXT that Steve brought his art of delivering keynotes to perfection, the way we are used to it now. Some of his traditional tricks he invented there, e.g. his use of a black and white gradient in the slides background, or some typical Steve phrases such as
“it just works”.
Former Apple employee Mike Evangelist has written several articles on the subject in his blog, especially
The Wizard of Pods - Behind the Curtain with Steve Jobs, in which he shows that Steve’s keynotes are extremely well prepared months in advance. Their genius is that they seem so natural when they are watched — all you can see is Steve’s magical touch. And it is delightful to watch.
One last thing to note about Steve’s public performance, and interviews he gives to journalists, is his use of the pronoun “we”. He will almost never say “I” but in fact, 90% of the time he is using “we”, he means “I”. This was particularly evident when, during an interview at D5, while Steve was telling an anecdote about Apple’s early days, Walt Mossberg asked him
“who’s “we”?” Steve replied:
“Well, ME!” In Mona Simpson’s novel about her brother, we learn that this habit of his is also true in private conversation.
Some of Steve's typical gestures
I have gathered in the
Movie Theater several movies that will give you a sense of this matter. In the
Steve Jobs LIVE!!! section, you will find excerpts from Steve’s performances. In
Behind the RDF, you will find a collection of phrases, jokes and tricks that Steve often uses on stage. In the same line of thinking, below are pictures of typical Steve gestures that he often does in public (as well as private) speaking.
The trouble with Steve Jobs
This is the title of one of the many press articles about Steve’s difficult character (from Fortune). Asked to comment on it, Stanford management science professor Robert Sutton, author of best-seller
The No Asshole Rule, said:
"As soon as people heard I was writing a book on assholes, they would come up to me and start telling a Steve Jobs story. The degree to which people in Silicon Valley are afraid of Jobs is unbelievable. He made people feel terrible; he made people cry.”
This reputation Steve earned since his very first years at Apple. As early as 1981, Macintosh project founder Jef Raskin wrote a note to Apple president Mike Scott complaining about the chairman of the board-
enfant terrible that seemed to grow an interest in his pet project. It said:
- Jobs regularly misses appointments
- He acts without thinking and with bad judgement
- He does not give credit where due
- Jobs often reacts ad hominem
- He makes absurd and wasteful decisions by trying to be paternal
- He interrupts and doesn’t listen
- He does not keep promises or meet commitments
- He makes decisions ex cathedra
- Optimistic estimates
- Jobs is often irresponsible and inconsiderate
There are indeed several accounts of Steve getting angry at random employees and firing them on the spot for trivial reasons. Such famous (and likely exaggerated) examples are: Steve firing an employee in the elevator at Apple, firing an assistant for having brought him the wrong brand of mineral water, or calling a prospective employee a virgin (this particular example appears in the movie
Pirates of Silicon Valley).
Steve’s bad temper has notoriously caused him to break important business relationships. He fired Raskin after he learned about the note. He had Pixar co-founder Alvy Ray Smith leave the company after they had a loud argument which involved Alvy mocking Steve’s NeXT and Steve deriding Alvy’s Southwestern accent. And he trashed an IBM contract crucial to NeXT’s future because he declared he wouldn’t sign anything more than ten pages long.
Terror in Cupertino: Apple’s cult of secrecy
Apple employees are well aware of their boss’ reputation, and it shows. A former Apple employee told Valleywag:
“No one greets him or says hi to him. Low ranking employees are afraid of him. I remember him walking around the campus one time and groups of people in his way would just split and let him walk through.” Another testified on his blog:
“the level of paranoia was directly related to the closeness to the top floor at One Infinite Loop” (Steve’s office). Employees are careful what they do. They know some mistakes are not forgivable:
“You’d ask your coworkers, ‘Can I send this email, or file this report?’ People would say, ‘you can do whatever you want on your last day at Apple.’” They are watchful when talking to F.O.S. (Friends of Steve), people who know him quite well. And none of them, including his executive team, would get anywhere near one of his famous pet peeves, the white board in his office (for a video of Steve using the white board at NeXT,
click here).
But the biggest reason for fear among Apple employees is the company’s cult of secrecy, a brainchild of Steve. He had practiced the art of enforcing omerta during his NeXT days: before they were hired, his employees weren't even allowed to see the machine they would have to work on. This was called
“a leap of faith”. When Steve came back to Apple, the place was constantly feeding the press and business partners with rumors about their ongoing projects. The minute he was in charge, it was over. He hung a WWII poster in his desk:
“Loose lips might sink ships,” and made it clear to anyone that talking to the press would get them out the door, and quick.
This obsession of secrecy is not a subject of shame at Apple. While still a senior executive there, Jon Rubinstein laughed:
“We have cells, like a terrorist organization! Everything is on a need-to-know basis.” this is because secrecy is an integral part of Apple’s marketing strategy, as discussed in
Steve on stage. Rumors that start months before a product is released offer a ton of free publicity, especially since they are now relayed by the mass media.
To keep employees from knowing too much, nothing seems excessive. Software engineers work on big boxes and hardware engineers never see the software that will run on their machines — less than a dozen people had actually seen an actual iPhone before Steve unveiled it at Macworld 2007; this is an incredible achievement considering the number of people involved in its creation! In a recent Times article, one could also read that
“executives feed deliberate misinformation into one part of the company so that any leak can be traced back to its source. Workers on sensitive projects have to pass through many layers of security. Once at their desks or benches, they are monitored by cameras and they must cover up devices with black cloaks and turn on red warning lights when they are uncovered.” It is rumored that on Apple’s campus, Steve would often ask for an employee’s iPhone at random, and fire that person if her iPhone is not password-protected.
These extreme measures are usually described as annoying and unproductive by Apple employees (wishing to remain anonymous of course). There was especially a big controversy when one of Apple’s sub-contractor in China lost an iPhone prototype, and eventually killed himself as he couldn’t stand the guilt... But most Apple employees can also recognize the value of keeping the company’s plans very hush-hush. None of them complains of the incredible attention the firm gets in the media. As Woz, who doesn’t hesitate to criticize his old friend, puts it:
“I was glad that Apple tightened things up. That's part of what creates the passion — a new product comes and it seems new.”
A controversial character
Of course there wouldn’t be an Apple if there were only negative sides to Steve Jobs’ personality. He is a very complex guy. As one can see from his public performances, the thing that strikes people most is how charming he can be, when he is willing to be. His co-workers experience that every day. This contrast has become famous under the name of
“hero/shithead roller-coaster.” That term was coined at NeXT to describe how a given employee could switch from being called a
“bozo” whose work was
“worthless shit,” work real hard to improve it, then hear he was a
“genius.” This had the ability to drive some people nuts. Those that could stand it still work for Steve, some of them in his top executive team.
One of the reasons for this is the very nature of Steve’s character.
"That's the way it went with Steve — flip-flopping from a soaring high, when he was an absolute delight to be around, to a mood of extreme anger or intense gloom that excluded any rational or civil conversation. I would get to see so many varieties of moods that I never knew exactly who I would be facing," said former Apple CEO Gil Amelio. Same could be said of Steve’s famed flip-flops:
“He has this ability to change his mind and completely forget his old opinion about something,” according to an anonymous former colleague of him.
“It's weird. He can say, 'I love white; white is the best.' And then three months later say, 'Black is the best; white is not the best.' He doesn't live with his mistake. It evaporates.” This is not conscious on Steve’s part. In his sister’s novel about him,
A Regular Guy, the girlfriend of the Tom Owens/Steve Jobs character says of him:
“He’s like that. He forgets.”
But not everything Steve does is unconscious. Some of it is totally deliberate:
"Steve might be capable of reducing someone to tears," according to NeXT former director Pat Crecine,
"but it's not because he's mean-spirited; it's because he's absolutely single minded, almost manic, in his pursuit of quality and excellence." John Sculley adds:
“He possessed an innate sense of knowing exactly how to extract the best from people.” Even Steve admits to this:
“My job is not to be easy on people. My jobs is to take these great people we have and to push them and make them even better.”
In addition to the hero/shithead roller-coaster, another popular method of his are the public dressing-downs. After a team has failed, is late or simply does not meet Steve’s standards, he would go to them, ask for some people’s names and publicly humiliate or fire them in front of their peers. Many Apple employees have testified of this, and they all acknowledge it is obviously a calculation on their CEO’s part. A recent example would be the ouster of several MobileMe team members in public after the several troubles experienced during that product’s launch.
To make it short, calling people names then flattering them is Steve’s way of motivating his teams. And, despite what can be learned in most schools of management, it works. When asked about his friend’s temper, Steve Wozniak said:
“When you judge Steve as a person — the great things he brings to the world versus, maybe, these encroachments on personal decency or personal honesty with other people or disrespect of people when they've worked very hard and do a great job and he'll say, "Oh, that's just shitty," that sort of thing — those are probably outweighed by the good that he does for the world.” Jean-Louis Gassée, a former Apple executive who was instrumental in Steve’s ouster in 1985, put it in those words:
"Democracies don't make great products. You need a competent tyrant."
(For a funny look on all this, check out this Fake Steve Jobs post:
Regarding my management style)
Yet it will never be stressed enough that what makes it all works is the charm Steve deploys with the very same people. He can be the most convincing of men, especially when trying to recruit someone he was told was the best in his field. Examples abound, from this Andy Hertzfeld story to a former NeXT employee whose recruiting call from Steve began by:
“Hey, I hear you're the hottest designer on the planet.” (He can also be a bit blunter: Engineer Bob Belleville recalls Jobs recruiting him from Xerox in 1982 with the words:
“I hear you're great, but everything you've done so far is crap. Come work for me.”)
Of all people, journalists also experience such ambivalence, and it is therefore widely documented. In the Wall Street Journal, Forbes editor Rich Karlgaard, who during the NeXT years was planning on writing a story about the company’s failure, wrote:
“On the phone Mr. Jobs cooed and threatened, including warnings to ‘watch my backside’ and, strangely, ‘don’t ride a bicycle alone on dark roads.’” Yet he also confesses:
“America loves Steve Jobs. Me, too, though I shouldn’t.” This is exactly the kind of emotion Steve Jobs conveys to anyone dealing with him. Despite that he is well known for playing off journalists’ rivalries in order to get maximum coverage for a given product, and to basically think of them as insects, the same journalists always seem delighted to be around him for an interview.
A mellowed Steve?
When Steve Jobs came back at Apple in 1997, it was not uncommon to read that the dreadful manager had mellowed into a patient, much more reasonable manager. For example, Pixar employee Pamela Kerwin said in a 1997 article:
"After the first three words out of your mouth, he'd interrupt you and say, 'O.K., here's how I see things.' It isn't like that anymore. He listens a lot more, and he's more relaxed, more mature." Steve himself acknowledged this change by saying in a 1998 interview:
“So when we laid some people off at Apple a year ago, or when I have to take people out of their jobs, it's harder for me now. Much harder. I do it because that's my job. But when I look at people when this happens, I also think of them as being 5 years old. And I think that person could be me coming home to tell my wife and kids that I just got laid off. Or that could be one of my kids in 20 years. I never took it so personally before.” This personal change is also documented in Mona Simpson’s
A Regular Guy: basically, growing a family and facing the failure of his grandiose NeXT plans humbled him quite a bit.
Yet it is hard to know whether that situation still holds. Most Apple employees confessed (off-record) that since Apple’s resurgence to greatness, the impetuous Steve has come back. Alan Deutschman argues in his biography
The Second Coming of Steve Jobs that this whole talk of a nicer Steve is pure spin. It is plausible since one could read the same words quite often in the early days of NeXT, yet everybody who worked there acknowledged the situation hadn’t gotten better than Apple — it had gotten worse. A common joke at NeXT was:
“You put in your two cents' worth; Jobs puts in his $50 worth.” In any event, certainly a most credible source is Steve’s long-time friend and father figure John Warnock, who admits:
“I think he mellowed during the NeXT years and he’s not so mellow anymore.”
Steve's work habits at Apple
What does Steve do at Apple?
“My job is thinking and working with people and meeting and email,” says he. Let’s explore this in more details.
A typical working day
Steve already described his typical day to journalists (although it was in the late 1990s and might have changed since). He said all his files were stored on a server and he carried none of them with him. He has very high-speed access to them either from his home or office computer,
“so [his] office is at home too.” He added:
“when I'm not in meetings, my work is fundamentally on email. So I'll work a little before the kids get up. And then we'll all have a little food and finish up some homework and see them off to school. If I'm lucky I'll stay at home and work for an hour because I can get a lot done, but oftentimes I'll have to come in. I usually get here about 9. 8 or 9. Having worked about an hour or half or two at home.” He also said often that he can call anyone even late at night if he has a bright idea and wants to share it (especially since the advent of iChat AV). One can therefore conclude that he works basically all day, but that doesn’t mean he is at the office all day — unlike in the early days. In addition, he does have a very strong sense of family duties: when Maria Shriver asked him to come to the ceremony inducting him into the California Hall of Fame, he said he wouldn’t on the claim that it conflicted with his family night (he came eventually). So clearly his family has changed how much time he devotes to his work — just like many entrepreneurs.
What Steve works on
“I did everything in the early days — documentation, sales, supply chain, sweeping the floors, buying chips, you name it. I put computers together with my own two hands. And as the industry grew up, I kept on doing it.” This is Steve’s way of saying he is still very involved in an unusually wide array of activities at Apple, way beyond the usual work of a CEO.
Vision: Steve’s real genius
As Apple’s uber-boss, Steve has to set the direction the company is going. This involves mainly two things: following industry trends carefully, and using his own guts.
For the first task, it mainly consists of keeping up with industry news as well as simply checking his email.
“There's a certain amount of homework involved, true; but mostly it's just picking up on things you can see on the periphery. [...] I subscribe to a half-dozen Internet news services, and I get 300 emails a day, many from people I don't know, hawking crazy ideas. And I've always paid close attention to the whispers around me.” In another interview, he said:
“All these customers email me all these complaints and questions, which I actually have grown to like. It's like having a thermometer on practically any issue. If somebody doesn't flush a toilet around here, I get an email from Kansas about it. I zing 'em around, and it's good to keep us all in touch.”
For the second, the guts, we are dealing with what may be Steve Jobs’ real genius. It is important to recall that he has no formal training whatsoever: not in management, and certainly not in engineering. Yet many engineers he’s worked with are amazed at his capacity to take critical engineering decisions solely based on his instinct. Often times, he was proven right. Woz said of it:
“Steve did an excellent job of melding the marketing, operations and technology. He understood which technology was good and what people would like. It was a weird situation. He couldn't design a computer — he was never a designer or a programmer — but he could understand it well enough to understand what was good and what was bad.” Even Bill Gates said it was what he envied most in him:
“I’d give a lot to have Steve’s taste. I think in terms of intuitive taste, both for people and products, you know, we sat in Mac product reviews where there were questions about software choices, how things would be done, that I viewed as an engineering question, because that’s just how my mind works. And I’d see Steve make the decision based on a sense of people and product that is even hard for me to explain. The way he does things is just different, and I think it’s magical.” This amazing ability he has is clearly a decisive factor in his rise as the world’s top technology democratizer. And this he had from day one, as if it were innate.
Product development
The one domain where Steve is probably the most hands-on, and the one he enjoys the most, is product development:
“we've got such great people [in the top executive team] that I've been able to move about half of the day-to-day management of the company to them, so I can spend half my time on the new stuff,” says he.
“I get to spend my time on the forward-looking stuff. My top executives take half the other work off my plate. They love it, and I love it.”
And indeed, this is overall the most important part of Apple’s business, its very raison d’être, since the company describes itself as a product company. Everything starts and ends with the product. Steve is at the core of the process, rejecting or pushing forward ideas, as well as putting his own contribution. This is why he is listed as co-inventor on over a hundred separate Apple patents, from the iPod user interface to the support system for the glass staircase used in Apple's retail stores (he loves architecture too).
Essential to this process is Steve’s testing of the products. As Fake Steve Jobs/Dan Lyons puts it:
“he is the ultimate end-user, the guy who is on our side.” Steve himself often admitted to that. He’s gonna use the product for some time and give its engineers a lot of feedback. This is why Apple doesn’t use consumer testing: it doesn’t need it. Steve Jobs alone is Apple’s consumer testing. The exceptional ease-of-use that distinguishes Apple from its competitors is largely attributable to this technique. Steve will not green-light a product that does not fully satisfy his standards — and these standards are pretty high.
...and the rest
Steve Jobs used to focus almost only about product development, but these days are over. Member of the board Ed Woolard said, referring to Steve’s comeback:
"It wasn't like he was some mythical creative genius and leaving the rest of the company to itself. It may have been true in the past. It was not true when he came back. He clearly was deeply involved in all the practical operations of Apple."
Steve is especially focused on marketing, which has always been one of his premier domains of expertise. He is well known for having worked on a large number of Apple’s TV commercials and promotional videos, starting with the 1984 and Think Different ads, some of Apple’s most brilliant pieces of marketing. Of course this all culminates in his keynotes, which are discussed in
Steve on stage.
But besides that, he cares about many different parts of Apple’s business (leaving perhaps finance on the side). For instance, he admitted having run Apple’s operations for several months before he could find the genius he was looking for, in the person of Tim Cook. He personally checks everything of importance to him, down to the fine prints of Apple’ press releases. But he does leave behind things most CEOs of Fortune 500 companies think of major importance, such as Wall Street analysts conferences.
Who Steve works with
Obviously, Steve mostly works with his top executive team. Other than them and perhaps the level below them, he is a fairly private person on campus.
“I don't get a chance to interact with 10,000 people. The number of people I get to interact with in this company is probably about 50 on a regular basis. Maybe 100,” said he.
Yet he knows his employees very well. He knows a large number of engineers and designers and why they are at his company. If he needs something and knows who’s likely to get it done, he will pick up his phone and ask it directly to her. In this regard he has no respect for the hierarchy. The hierarchy at Apple is actually very flat, with only six levels from the very bottom to the iLeader. One other thing that’s typical of him is actually his life-long habit of dropping in unannounced on different departments or teams and ask their members what they’re working on. It keeps most people on their toes, thus compelling them to do great work even when their boss is not around.
“You might go awhile without seeing him,” confessed a former software engineer.
“But you are constantly aware of his presence. You are constantly aware that what you're doing will either please or displease him. I mean, he might not know who you are. But there's no question that he knows what you do. And what you're doing. And whether he likes it or not.”
As far as Steve’s executives are concerned, he considers them all exceptionally bright and that’s why he feels no restraint in delegating work to them. They are also just as important in advising Steve on Apple’s goals:
“A lot of times, people don't know what they want until you show it to them. That's why a lot of people at Apple get paid a lot of money, because they're supposed to be on top of these things.”
We’ve already talked about how he recruited people usually regarded as the best in their fields:
“One of the things that I've always felt is that most things in life, if you get something twice as good as average you're doing phenomenally well,” Steve once said.
“Usually the best is about 30% better than average. Two to one's a big delta. But what became really clear to me in my work life was that, for instance, Woz was 25 to 50 times better than average. And I found that there were these incredibly great people at doing certain things, and you couldn't replace one of these people with 50 average people. They could just do stuff that no number of average people could do.” Steve’s elitism has for consequence another key part of his job, to attract great talents. And keep them with generous stock options.
How does it all work?
The organization of Apple Inc. is quite peculiar. We’ve mentioned its very flat hierarchy before. It is in part due to Steve’s entrepreneurial belief that small groups of smart people work better than anything else:
“small and medium-sized teams of these [very bright] people can accomplish extraordinary things and run circles around large large teams of normal people.”
But the most striking difference between Apple and other technology companies is the way products are developed. Head of design Jony Ive says it best:
"We get involved really early on. There's a very natural, consistent collaboration with Steve, with the hardware and software people. I think that's one of the things that's distinctive at Apple. When we're developing ideas there's not a final [technical] architecture established.”
Apple employees refer to that as
"cross-pollination" or
"concurrent engineering." It means that the development of new products isn’t sequential, passing from team to team; it's all simultaneous and organic. Products get worked on in parallel by all departments at once — design, hardware, software — in endless rounds of interdisciplinary design reviews. There is a lot of debates and arguments at Apple. Steve encourages them and delights in them. This is his way of attaining perfection.
Another side to this comprehensive approach to the business is Steve’s habit of holding Monday morning executive committee meetings. This is when all of his top executives meet with him and when big decisions are taken. These meetings reflect the company’s philosophy in both the way they work (simply and effectively) and what they deal with:
"We don't sit around talking about how to drive up the stock or how to stick it to the competition. It's always about the products," said Jon Rubinstein while still at Apple.
Steve's influence on Apple
“He didn’t create anything really, but he created everything.”
- Former Apple CEO John Sculley on Steve Jobs’ contribution to Macintosh
"His DNA was built into this company. And when he came back, everything fell into place — a return to excellence in design, to listening to the consumer, to developing cool products."
- Heidi Roizen, one of Steve’s long-time business partners
“The Mac is the expression of his creativity, and Apple as a whole is an expression of Steve.”
- Larry Ellison, one of Steve’s best friends
As you can see, the case of whether or not Apple is an emanation of Steve Jobs is pretty much closed. Yes, it is large company whose products are the result of the work of thousands of astounding employees. Yes, it is a public company whose best interests are those of its shareholders. But its very soul, its DNA as he himself puts it, has only one source: Steve himself.
Among the many traits that Apple “inherited” from its father Steve, one can underline:
His great aesthetic sense
Whether it be hardware of software, Steve has always pushed for excellency in the look of Apple’s products, starting with the Apple II’s plastic case. His sense of design, what he describes as “taste”, really made a difference in the computer industry as a whole.
According to Steve:
“Most people make the mistake of thinking design is what it looks like. People think it's this veneer — that the designers are handed this box and told, 'Make it look good!' That's not what we think design is. It's not just what it looks like and feels like. Design is how it works.” We’ve seen a consequence of this philosophy in Apple’s product development method. Another consequence is Steve’s fanatical obsession about the inside of his machines. This is another of his pet peeves; he insisted the Mac team redesign the computer’s main circuit board because he thought it wasn’t pretty. Of course it didn’t work... But later, at NeXT, where his will was never challenged, he actually succeeded in making a motherboard that worked AND that he considered beautiful. The NeXT Cube was one of the last computers to have all its components on a single board, and a picture of it was put on every brochure. This obsession can still be seen today: just watch the latest MacBook presentation video, in which Jony Ive keeps repeating how the laptops are beautiful inside. There are also long shots of the factory, another of Steve’s obsession, as exemplified in this anecdote out of an article about NeXT:
“Jobs watches as robot hands install the state-of-the-art chips that will power the computer. For a second, he looks almost teary. 'It's beautiful', he says softly.”
Another way of seeing this trait of Steve is his constant talk about merging art and technology:
“I've never believed that they're separate. Leonardo da Vinci was a great artist and a great scientist. Michelangelo knew a tremendous amount about how to cut stone at the quarry. The finest dozen computer scientists I know are all musicians.” He also keeps repeating that he never distinguished between great computer scientists and great artists; this can all be traced back to his Macintosh days.
His perfectionism
Steve will only settle for the absolute best in everything he does (even in his private life, for that matter). This standard of excellence drives many of his employees crazy, but, as stated above, it also pushes them to their very best and make them achieve extraordinary performances. If an employee is not able to meet Steve’s standards, he will not hesitate to fire him — hence many of his critics. But he always had excellent relationships with exceptionally bright people for the same reason: they understand his quest for the best.
A striking example of Steve’s perfectionism is the number of Apple projects that he had started over or even canceled at the very last moment. We know now that he canceled an Apple PDA and a set of Web services at the very last minute. The original iMac, the Apple retail stores, the iPhone, and the rumored Apple tablet have allegedly been started over too.
As a result of this philosophy, Apple does not produce bottom-line computers. Steve reminded a journalist of this at a press conference in 2007:
“We can’t ship junk. We just can’t do it.” He refuses that the company build commodity products that he would not use himself.
His sense of mission
Steve found out about his destiny pretty early on in life, and that was to change the world by making computer power available to the masses. Woz recalled:
“He really wants to move the world forward and not be just another company making the same old thing to earn a buck. That was exactly what he wanted the day I met him when we were in high school. He admired these top people in the world — the Newtons and the Shakespeares. He thought that there were very few people who had really changed life forever for all of us. He obviously wanted to be one of them”. The way to do that was to build the best possible computers... this is at the core of Apple’s philosophy. As said earlier, Apple is a product company:
“our primary goal here is to make the world's best PCs — not to be the biggest or the richest.”
Every Apple employee is expected to share that vision. They are highly skillful people out there to change the world for the better by making superior, easy-to-use, mind-blowing hi-tech products. Steve is not ashamed to say this is part of his company’s essence:
"The people around here — some of them left," he confessed.
"Actually, some of them I got rid of. But most of them said, 'Oh, my God, now I get it.' We've been doing this now for seven years, and everybody here gets it. And if they don't, they're gone."
What Apple is experiencing right now is Steve’s dream coming true. For example, he always talked about how he admired Sony, how the Japanese consumer electronics company was a model for him, even back in the 1980s. At first he just wanted Apple to be
“the Sony of the computer business,” and it certainly was that. But now, Apple is even better; it’s out-done Sony in its own market! Ever since the iPod came out, and now with the iPhone (iPod hi-fi and Apple TV have not met great success), Apple is a leader in the consumer electronics business... What a success for Steve — and what a vision he imposed on his company. Just read what John Sculley wrote about his plans after he had Steve leave Apple in 1985:
"Apple was supposed to become a wonderful consumer products company... This was a lunatic plan. High tech could not be designed and sold as a consumer product." Enough said.
His arrogance
One quality that Steve Jobs doesn’t have is modesty. As an Apple employee put it,
"Steve is always the smartest guy in the room — and he knows it.”
This is another of Apple’s characteristics. To paraphrase the quote above: Apple does the best products in the world — and they know it. Steve is the first ambassador of this spirit of course:
“he oozes smug superiority, lacing his public comments with ridicule of Apple's rivals, which he casts as mediocre, evil, and — worst of all — lacking taste.” You can find examples of such (delightful) comments in the
Movie Theater section.
Apple’s arrogance also transpires in its advertising, which of course is largely based on Steve’s view of the company. Such ads as “Snail” (depicting the Pentium as a snail because it’s so slow), “Move to Intel” (
“the Intel chip - for years it’s been trapped inside PCs, inside dull little boxes, dutifully performing dull little tasks, when it could have been doing so much more... starting today, the Intel chip will be set free, and get to live life inside a Mac”), or the whole “I’m a Mac - I’m a PC” campaign, are famous examples of that presumption.
But it is safe to assume that this pride is essential to keep insufflating the passion into Apple, both its employees and customers. Especially since the company still has a one-digit market share of the PC industry. As journalist David Plotnikoff put it:
“There is simply no way the Mac could have been born without that supreme confidence.”
Steve at Pixar
Before Pixar merged with Disney in 2006, Steve Jobs was also CEO of the leading animation studios. Interestingly enough, his management of Pixar was entirely different from his work at Apple or NeXT. For basically the first decade of his Pixar ownership, he was just focused on NeXT, and considered Pixar his “hobby.” Ed Catmull and Alvy Ray Smith had to drive down to Redwood City to let him know how the business was doing. It remained so until it became obvious that Toy Story would end up a huge success. He took the company public and started to get increasingly involved in the studio’s affairs.
However his aura was never the same at Pixar as it was at his computer firms. He was considered a genius and visionary in the PC industry, but of course for Pixar employees he was just the owner of their company, whose leadership clearly belonged to Catmull and Lasseter. As a result, he could not impose his views so easily at Pixar.
After Steve returned to Apple, he focused all his energies on the fruit company, and things went back the way they were before Toy Story. Steve’s involvement was not in the production of films, but in the implementation of Pixar’s business strategy. He took the company public, cut major deals with Hollywood, and partook in the planning of the Emeryville campus — but he clearly spent his days at Apple, not Pixar. Director Brad Bird had a funny way of putting it: he would describe the Catmull-Lasseter-Jobs triumvirat as
“the Father, the Son and the Holy Ghost.”
Lifestyle
Bachelor days
Before his marriage, Steve Jobs was a real workaholic. He would spend far more time at work than home, where he would only show up for a quick dinner in the kitchen and a short night. While he was living in his Woodside mansion in the 1990s, dinner was prepared by a young couple of Berkeley alumni who lived in the huge, empty house.
Family life
All of this changed after he married Laurene in 1990. Humbled by NeXT’s failure, he spent increasingly more time with his newborn son Reed, followed by daughters Erin and Eve. His then-teenage daughter Lisa also joined the family. Pretty much everyone agrees Steve was transformed by his newfound role of caring father. He looks a lot after his kids and their education; for example, he goes to parents meetings, forbids them to watch TV, and makes sure they eat healthy food. He often talked about how he tried to balance his busy life with the duties of pater familias.
In 2005, he said in an interview:
“That was one of the things that came out most clearly from this whole experience [with cancer]. I realized that I love my life. I really do. I've got the greatest family in the world, and I've got my work. And that's pretty much all I do. I don't socialize much or go to conferences. I love my family, and I love running Apple, and I love Pixar. And I get to do that. I'm very lucky.” That’s how he envisions his life.
Food habits
Ever since his teenage years, Steve has been a militant vegan. The root of it all can be traced back to when he was 19 in Reed College, and started exploring strange diets that he pretended would allow him to eliminate all mucus and therefore the need to shower. At one point he was a “fruitarian” i.e. he ate only fruits. He also started an habit he kept a very long time: that of fasting. He was convinced digestion was burning too much of his energy, the energy he needed at work when he stayed up several nights in a row.
Nevertheless, Steve is still a strict vegan to this day, like his wife Laurene. He is known for lecturing his guests about eating meat, and he makes no concession to himself, apart from eating fish (sushi especially). One of his favorite meals is known to be raw carrot, without any kind of dressing. For example a journalist invited at his home described the meal he was served:
“We dine as the Jobses always do: both are strict vegans, eating no meat products. Dinner is pasta with raw tomatoes, fresh raw corn from the garden, steamed cauliflower and a salad of raw shredded carrots. While the adults eat, their six-year-old son picks lemon verbena and other herbs in the garden for the after-dinner tea.” He buys his organic vegetables from the Palo Alto Whole Foods Market, where he is often seen walking barefoot. Other of his favorite local restaurants include the Palo Alto caterer Il Fornaio (whom he hired to run Apple’s cafeteria), where he likes to eat pasta, the Fraiche yoghurt café, various restaurants and cafés on Stanford campus, and Sushi Ran in Sausalito.
Clothing habits
“I don’t give a shit what I look like,” Steve
once confided to friends. This is why he is always seen in his Levi’s blue jeans and black mock turtleneck, even for public occasions. Indeed, he dresses this way pretty much all the time, although sometimes he is seen wearing shorts and sandals. It is a bold change from his dashing days at Apple and NeXT, where he would wear the most expensive Brioni suits.
He is not burdened by the paradox of being a multi-billionaire and wearing blue jeans with holes in them. In fact, always dressing the same makes perfect sense to him; he often declared the rationale was
“to save him some time in the morning, not having to decide what to wear.”
Home & means of locomotion
Houses
Steve’s most famous home is probably his
Woodside mansion, which he bought in 1984 and in which he lived throughout the 1990s. The house was famous for its grandiose dimensions (it was the party house of a copper magnate) and, especially, for its total lack of furniture.
This is one aspect of Steve’s personality that hasn’t changed in decades: he is such a perfectionist that he can never decide on what to buy, thus ends up buying nothing. As a bachelor he only had a mattress, huge Ansel Adams prints, and a super-expensive stereo system as pieces of furtniture. He did not sleep on a bed for years — even though he was a multi-millionaire. At Woodside the kitchen was the only room that was fully furnished. He did have a Bosendorfer grand piano and a BMW motorcycle in his living room however, testaments of his love of German engineering.
A glimpse at Steve's home in Palo Alto.
Steve’s current house in Palo Alto is still decorated with austerity, although Laurene has tempered that quite a bit. Here’s how a Time journalist described it:
“The Steve Jobs who is currently running two sophisticated companies lives in a turn-of-the- century English-style country house in Palo Alto with his wife Laurene [...]. The house is run with a distinct 1960s flavor. Laurene has planted a garden of wildflowers, herbs and vegetables all around. The rooms are sparsely decorated, the only extravagances being Ansel Adams photographs.” Some things never change...
Cars
Steve’s father Paul was a machinist who fixed cars to make extra money. His son certainly has inherited his Californian love of cars.
Although Steve enjoys quite a humble lifestyle, compared to the megalomaniac habits of people of this kind of wealth (
cough-Larry Ellison-cough), he always delighted in driving fast, powerful cars. For decades he has driven German cars, Porsches first, then Mercedes. These cars inspired him for designing his computers, as he
reportedly asked for the Macintosh design to be
“like a Porsche”, and wanted the NeXT Cube to be
“the black Porsche of computers” (computer artist Susan Kare viewed it more as the
“Death Star of computers”).
It is pretty easy to recognize Steve’s car on Apple’s parking lot:
- It's a Mercedes, and Steve loves German engineering
- It's parked on an handicapped spot
- It has no licence plate
The parking on a handicapped spot is no news, as exemplified by
this Andy Hertzfeld anecdote.
Inspirers & father figures
Bob Dylan
Born 1941
Steve always adulated folk singer Bob Dylan, playing his music and singing his lyrics all day in his youth. According to many of his friends, he dated Joan Baez in the 1980s mostly because she was Dylan's ex-girlfriend.
Ansel Adams
1902-1984
Ansel Adams was an American photographer known for his black-and-white photographs of the American West and primarily Yosemite National Park. Steve loves Yosemite and photographs, he put large Adams print in his NeXT office and at home.
Kobun Chino Otogowa
1938-2002
Kobun Chino Otogowa was Steve's zen guru from the Los Altos Zen Center, back in the 1970s. He is credited for telling Steve to start Apple rather than becoming a Zen monk. He was NeXT's official spiritual adviser and married Steve and Laurene in 1991.
Akio Morita
1921-1999
Akio Morita co-founded Sony Corporation with Masaru Ibuka. He is widely acknowledged as the father of the consumer electronics industry, having brought to market the transistor, color TV, Walkman... Steve always found inspiration in him and his company
Thomas Edison
1884-1931
In the early days of Apple, Steve would often talk about Thomas Edison, and how this great American inventor/entrepreneur changed the world with his brilliant devices. He is often credited with the creation of the first industrial research laboratory, in Menlo Park, NJ.
Henry Ford
1863-1947
Henry Ford was an American industrialist, who is often credited for democratizing the car in the early 20th century. Steve often spoke of him as a personal hereo of his. He was known for his peculiar views on management and taste ("they can have it any color as long as it's black").
Edwin Land
1909-1991
Edwin Land was an American inventor and entrepreneur, father of the polaroid photograph. Steve idolized him, certainly seeing some of himself in Land (who was fired from his own company as well).
Andy Grove & Bob Noyce
AG: Born 1936 - BN: 1927-1990
Andy Grove and especially Bob Noyce were among those people that Steve both thought of as friends and found inspiration in. Noyce started Intel in 1968 with Gordon Moore, while Steve was 13.
Nolan Bushnell
Born 1943
Nolan Bushnell is the founder of Atari and Steve's first (and only) employer. He is widely regarded as the father of the video game industry. According to Woz, Steve idolized him and took inspiration from him to start Apple.
Regis McKenna
Born ?
Regis McKenna was the marketing guru of Silicon Valley in the 1970s and 1980s. Steve's first marketing efforts were with his company Regis McKenna Inc. His radical approach to marketing deeply inspired Steve — one of his favorite quotes from McKenna is: "the best kind of marketing is education."
John Warnock
Born 1940
John Warnock is a Xerox PARC alumnus, the brilliant inventor of the Postscript language and co-founder of Adobe Systems Inc. This soft-spoken, academic type was a tremendous source of inspiration to Steve in his approach to graphics on computers. They are still good friends today.Relatives
Laurene Powell-Jobs
Born 1964
Laurene is Steve's wife. He married her in 1991, after meeting her thanks to a speech at the Stanford Graduate Business School, where she was a student. Laurene is a co-founder of College Track, a charity devoted to sending poor kids to college.
Reed, Erin & Eve Jobs
Reed: born 1991; Erin: born 1995; Eve: born 1998
Reed Paul, Erin Siena and Eve are Steve's three children with his wife Laurene. They all live together in Palo Alto. Steve's son was named after his (sort-of) alma mater Reed College, and shares his father's middle name (his grandfather's name).
Lisa Brennan-Jobs
Born 1978
Lisa is Steve's out-of-wedlock daughter with his girlfriend Chris-Ann Brennan. He refused to admit he was her father for a long time, but gave her name to an Apple computer at the same time. She moved in with Steve in the mid-1980s, and graduated from Harvard's school of journalism.
Mona Simpson
Born 1957
Mona is Steve's biological sister. He found her in 1986, when she was already an accomplished writer (Anywhere But Here). They were very close for a long time but it is unknown if it still so, especially since she published A Regular Guy in 1996, which basically told the story of Steve and Lisa.Apple's early years (1976-1985)
Bill Fernandez
Born 1955?
ill Fernandez is Steve's best friend from high school. He once told him he was the person who had known him the longer since his parents were dead. Bill introduced Steve to Woz in 1969, and was one of Apple's first employees (like many neighborhod kids).
Woz
Born 1950
Steve Wozniak, universally known as Woz, co-founded Apple with Steve Jobs in April 1976. He is the hardware genius behind the Apple I and the Apple II, the world’s first personal computers. He stopped working for the company in 1985 but remains one of Steve’s friends.
Dan Kottke
Born 1954
Dan Kottke was a good friend of Steve from Reed. They traveled together to India in search of enlightenment. He was one of Apple's first employees, back in the garage days. They had a falling-out in 1982, after he talked badly of Steve to Time's Michael Moritz.
Mike Markkula
Born 1942
Mike Markkula was Apple's first investor. A retiree from Intel, he was seduced by Steve's ideas about the future of personal computing, and put his personal money in the company, which he ran in the early 1980s. He approved of Steve's ousting in 1985, thus was asked to leave the board in 1997.
Mike Scott
Born ?
Mike Scott was Apple's president from 1977 to 1981 — he was hired by Mike Markkula. He often had intense arguments with Steve Jobs. Mike had to leave Apple after Black Wednesday, surprise massive lay-offs he organized without warning to "purge the company from incompetent people."
Alan Kay
Born 1940
Alan Kay was a researcher at Xerox PARC when Steve met him in the late 1970s. He is considered one of the fathers of the graphical user interface and object-oriented programming (i.e. he is exceptionally brilliant). He is a good friend of Steve, and he introduced him to the Pixar team in 1985.
John Couch
Born ?
John Couch became head of the Lisa project in 1981, when he was asked to replace Steve who seemed to get out of control from Apple's management. They didn't get along very well of course.
Jef Raskin
1943-2005
Jef Raskin was a brilliant Apple engineer in the 1970s. He started the Macintosh project: he was the one who came up with the name (his favorite apple), put together the first team, and invented the concept of "a computer as easy to use as a toaster." He didn't like Steve, who got rid of him in 1981.
The Mac team
So many names behind these words! In the early 1980s, Steve's whole life revolved around this incredible team that developed Macintosh. Their most prominent members are all among Steve's friends, including Bill Atkinson, Andy Hertzfeld, Burrell Smith, Bruce Horn, Rod Holt, Randy Wigginton, Susan Kare... and all the NeXT founders.
Lee Clow
Born ?
Lee was working at TBWA\Chiat\Day when Steve met him to work on Macintosh's advertising campaign. He is the creative genius behind Apple's 1984 commercial, which is often hailed as the best commercial of all times. Lee now runs the agency and remains one of Steve's friends.
Mike Murray
Born ?
Mike Muray was in charge of Macintosh's marketing efforts. He worked very closely with Steve Jobs.
John Sculley
Born 1939
Steve hired Sculley from PepsiCo in 1983 to help him run Apple. They got along extremely well for a year or so, but their relationship started deteriorating while Macintosh's performance was underwhelming. They had a corporate fight which ended in Steve's ousting from his company.
Jean-Louis Gassée
Born 1944
A French engineer turned Apple executive, Jean-Louis was instrumental in Steve's ousting from the company in 1985. He left Apple shortly afterwards, and founded Be Inc. Apple was about to buy Be in 1996, before they changed their mind and went for Steve's NeXT instead.NeXT (1986-1996)
Guy "Bud" Tribble
Born ?
Bud Tribble is a software genius (he is a MD/PhD) who was part of the original Mac team. He left Apple with Steve to found NeXT, where he was head of software. He increasingly disapproved of Steve's priorities and left the company in 1992 to join Microsoft. He is now VP of Software at Apple.
Rich Page
Born ?
Rich Page was a hardware engineer of the original Mac team. He is one of NeXT's co-founders and was in charge of hardware development with George Crow.
George Crow
Born ?
George Crow was a brilliant hardware engineer who belonged to the Mac team. He co-founded NeXT with Steve and was in charge of hardware, together with his co-worker Rich Page.
Dan'l Lewin
Born ?
Dan'l was part of Macintosh's sales/marketing team, and was key to the succes of the Apple University Consortium. He co-founded NeXT where he was head of marketing, until he was replaced by Steve himself in 1989. He left shortly afterwards. He is now an executive at Microsoft.
Susan Barnes
Born 1943
Susan Barnes was one of NeXT's co-founders, the company's head of finance hired from the Mac team. She later married head of software Bud Tribble and they both left the company in 1992. It was disastrous to Steve Jobs.
Ross Perot
Born 1930
Ross Perot had made a fortune out of selling his company, Electronic Data Systems, to General Motors in 1962. He spent some of his millions on NeXT, whose board of directors he joined in 1987, after watching a TV documentary about Steve Jobs. He later regretted it.
Pat Crecine
1939-2008
Pat Crecine was a good friend of Steve Jobs, one of Carnegie-Mellon's administrators. He joined the board of directors of the company early on (the other members were Steve and Ross Perot). Carnegie-Mellon was at the time one of the world's leading-edge universities in computing.
Jean-Marie Hullot
Born 1954
Hullot is a French developer whom Steve hired for his brilliant work on a piece of software that would eventually become Interface Builder. Hullot was key to creating NeXTStep's user interface, and Steve hired him again in 2001 to work on iCal and iSync. They are still friends.
Peter van Cuylenburg
Born 1948
Peter van Cuylenburg was the COO brought in by NeXT's investor Canon to help Steve Jobs run the company in 1992. He had the nerve to call Sun's Scott McNealy to ask him to buy NeXT and install him as head of the new operation. McNealy told Jobs about the betrayal.Pixar & Disney (1986-today)
Dr. Edwin Catmull
Born 1945
A soft-spoken Mormon, Catmull is THE man behind Pixar's idea of making films using computers. He guided the company from its humble debuts to the merger with Disney, where he now serves as president of all the animation studios. He pioneered Pixar's 3D rendering software.
Alvy Ray Smith
Born 1943
A brilliant hippie computer engineer, Alvy was one of Pixar's father, with Ed Catmull. They assembled the core of the company's team together in the early 1980s. Alvy left the company after a falling-out with Steve Jobs before Toy Story came out. He was cleared of the company's official history.
John Lasseter
Born 1957
John Lasseter is the creative force behind Pixar. His animation department was nearly shut down several times in Pixar's history, yet it eventually saved the company. Lasseter personally directed Toy Story, A Bug's Life, Toy Story 2, and Cars, and is now chief creative officer at Disney.
Jeffrey Katzenberg
Born 1950
Katzenberg was running animation at Disney when Pixar negotiated the deal for Toy Story. He was essential in the studio's backing (and temporary shut-down) of the project. Yet he betrayed them when he left to found DreamWorks SKG and make Antz, his revenge against Disney's Eisner.
Michael Eisner
Born 1942
Eisner was Disney's CEO from 1984 to 2005. Although he supported Pixar's early films, he never got along with Jobs and eventually refused to renew Pixar's contract in 2004. He attacked Apple in public, invoking their "Rip. Mix. Burn" campaign. This was a key argument in his ousting in 2005.
Roy E. Disney
Born 1930
Roy is Walt Disney's nephew. He was running animation for a while before he left the company in 2003, dismayed by Eisner's management. He particularly disapproved of his handling of the Pixar contract. He launched a campaign "Save Disney" that was essential in removing Eisner.
Bob Iger
Born 1951
For a long time Eisner's second-in-command, Bob Iger replaced him as CEO of the Walt Disney Company in 2005. He called Steve Jobs that very day and they started discussing what would eventually become the Disney-Pixar merger.Apple (1997-today)
Larry Ellison
Born 1944
Larry Ellison is the world's fourth richest man, a founder of Oracle. He is one of Steve's best friends and is often described as wanting to emulate his charisma and vision. He was essential to Steve's return to Apple in 1997, spreading rumors that he would buy the fruit company.
Gil Amelio
Born 1943
Gil Amelio was Apple's CEO for 500 days in 1996-97. He tried to cut back on the company's expenses and was essential in bringing Steve Jobs in. Steve managed to get rid of him in a palace coup involving Apple's board in February 1997, after Apple announced catastrophic sales for Q1 1997.
Avie Tevanian
Born ?
Avie Tevanian is a software genius who invented Mach, the UNIX core of NeXTStep and OS X, while studying at Carnegie-Mellon. He was responsible for developing NeXTStep before Steve returned to Apple and named him head of software. He is one of the fathers of OS X. Avie left Apple in 2006.
Jon Rubistein
Born 1956
Jonathan J. Rubinstein is a hardware engineer who worked briefly at NeXT before Steve brought him with him at Apple to run the company's hardware operations. He was essential in developing such key products as the iMac, the iPod, and eventually the iPhone. He left in 2006 and is now Palm's CEO.
Tim Cook
Born 1960
Steve hired Tim Cook away from Compaq in 1998 to run the company's operations. He calls himself the "Attila the Hun" of logistics. He is Apple's COO and likely successor to Steve Jobs, as he ran the company while Steve was away for health reasons in 2009.
Phil Schiller
Born 1960
Phil Schiller worked at NeXT before he moved to Apple upon Steve's return. He has been in charge of the company's worldwide marketing ever since. He is popular within the Apple community for his frequent appearances with Steve on stage. He delivered the last Macworld keynote in 2009.
Bertrand Serlet
Born ?
A French programmer and Xerox PARC alumnus, Bertrand Serlet played a critical role at NeXT developing NeXTStep together with Bud Tribble and Avie Tevanian. He replaced Avie as Apple's Senior VP of Software Engineering in 2003.
Jony Ive
Born 1967
Jonathan Ive is a British-born designer who is Senior VP of Industrial Design at Apple. Interestingly enough, he joined the company before Steve's return, in 1994. He is widely regarded as a design genius, credited for Apple's innovations and industry-lead in product design.
Scott Forstall
Born ?
Scott Forstall is another former NeXTie who accompanied Jobs when he returned to Apple in 1997. He is one of the original architects of Mac OS X, several releases of which he was responsible for, most notably Leopard. He is now Senior VP of iPhone Software.
Sina Tamaddon
Born 1957
Sina Tamaddon is an Iranian-born software engineer who worked at NeXT before coming to Apple with Steve in 1997. He is now in charge of Apple's applications.
Eddy Cue
Born ?
Eddy Cue is responsible for Apple's iTunes operations, as well as Internet Services
Tony Fadell
Born 1969
Tony Fadell is often called "the father of the iPod." Apple bought his company Fuse in 2001 as it was looking to build a portable music player. Tony ran Apple's iPod division from 2006 to 2008, and is now an informal adviser to the CEO.
Ron Johnson
Born ?
Steve hired Ron Johnson away from Target in late 2000, to develop Apple's first retail stores. He still serves as the company's VP of Retail Operations. He is credited for the stores' layout and Genius Bar.
Al Gore
Born 1948
Former US Vice-President Al Gore is renowned for his support of "the information super-highway", i.e. the Internet, during his tenure. He joined Apple's board of directors in the early 2000s and has become a good friend of Steve.
Paul Otellini
Born 1950
Paul Otellini is Intel's CEO since 2002. He was instrumental in convincing Steve Jobs of moving Apple away from IBM to Intel. Steve often invited him on stage to symbolize the Apple-Intel symbiosis.
