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Fixed & Synced by bozxphd.Enjoy The Flick
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After hours of getting
this thing right...
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God, look at that.
Look, I'm on television.
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- Hey! Isn't that amazing?
- Yeah, it is.
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- You're on TV in New York, too.
- What's that?
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- You're on TV in New York, too.
- No, no.
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- Yes, you are.
- Am I really? Are you serious?
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- Yeah, they got you in New York.
- God.
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I'm gonna let you
put it in your own ear.
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- Really?
- It's a talk back.
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- They're going to talk to you.
- This is not the real thing, right?
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You just want a picture of me now?
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- They're going to sit you here first.
- God.
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You need to tell me
where the restroom is, too,
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cos I'm deathly ill, actually,
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and ready to throw up
at any moment, so...
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- It's right across the hall.
- Great. I'm not joking.
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We're ready to go, gentlemen.
New York's waiting for a shot of him.
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If you see in my eyes,
I've been crying just a little bit.
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And it seems really ridiculous
because I've never met the man.
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I know life is ephemeral,
but I just, you know,
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I expected him to be around
a little longer.
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Pretty sure everybody did,
but, you know...
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The thing I'm using right now,
an iMac, he made.
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He made the iMac.
He made the Macbook.
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He made the Macbook Pro.
He made the Macbook Air.
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He made the iPhone.
He made the iPod.
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Yeah, he's made the iPod Touch.
He's made everything.
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♪ Hey, Mr Tambourine Man
Play a song for me
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♪ I'm not sleepy
And there's no place I'm going to
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♪ Hey, Mr Tambourine Man
Play a song for me
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♪ In the jingle jangle morning
I'll come following you
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It's not often that the whole
planet seems to feel a loss together,
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but after the death of Steve Jobs,
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co-founder of Apple
and singular dreamer,
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all day, we watched
as there was a kind of global wake.
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On Facebook, millions changing
their profiles to the Apple logo.
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A kind of black armband,
a gesture of gratitude.
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We've been monitoring
the hashtag "thankyousteve."
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My favorite tweet last night
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was four simple letters
simply saying, "iSad."
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Hi.
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When Steve Jobs died,
I was mystified.
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What accounted for the grief of
millions of people who didn't know him?
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I'd seen it with John Lennon
and Martin Luther king,
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but Steve Jobs wasn't a singer
or a civil-rights leader.
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Many commentators were surprised
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by the intensity and the power
of this wave of emotion.
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What was it?
And I think it was truly love.
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Jobs has proven to be the one
and only person in the world
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who can create
technology products that people love.
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Wall-E.
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I love "Wall-E,"
a film Jobs's Pixar produced,
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and I love my iPhone,
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but the grief for Jobs seemed to go
beyond the products he left behind.
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We mourned the man himself,
but why?
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Behind the scenes, Jobs could be
ruthless, deceitful and cruel.
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Yet he won our hearts by convincing us
that Apple represented a higher ideal.
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It was not like other companies.
It was different.
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Good morning and welcome to Apple's
1984 annual shareholders' meeting.
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I'd like to open the meeting
with part of an old poem,
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about a 20-year-old poem, by Dylan.
That's Bob Dylan.
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"Come writers and critics
who prophesize with your pens
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and keep your eyes wide,
the chance won't come again."
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"And don't speak too soon
for the wheel's still in spin
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and there's no telling
who that it's naming."
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"For the loser now will be later to win,
for the times, they are a-changing."
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Jobs loved Dylan
maybe because he wasn’t just one thing.
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He was a storyteller who could
be whatever we wanted him to be.
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I don't even what know what
All Along The Watchtower means.
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I think it is one of
the most beautiful, haunting,
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brilliant pieces of poetry ever.
And to me, it's like Steve.
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"There must be some way
out of here, said the..."
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What is it?
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Said the Joker to the Thief.
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He's both.
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♪ "There must be
Some way out of here"
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♪ Said the joker to the thief
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♪ There's too much confusion
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♪ I can't get no relief
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♪ Businessmen, they drink my wine
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♪ Plowmen dig my earth
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♪ None of them along the line
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♪ Know what any of it is worth
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There's something going on
here in life
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beyond just a job and a family
and career.
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There's another side of the coin.
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It's the same thing
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that causes people to want to be poets
instead of bankers.
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And I think that that same spirit
can be put into products.
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And those products can be manufactured
and given to people,
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and they can sense that spirit.
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A computer is a straightforward,
everyday machine.
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A simple way of studying
the principle of how it works
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is that a computer is quite dead.
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It can do nothing without
someone to give instructions.
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When I was growing up,
computers weren't something to love.
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They were something to fear.
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They were huge, impersonal,
made by faceless corporations.
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But for Jobs, it was different.
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I saw my first computer
when I was 12 at NASA.
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We had a local NASA center
nearby. It was a terminal,
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which was connected
to a big computer somewhere.
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This is one of the consoles
they might be using in the future.
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It looks very much like
just a regular typewriter.
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Too often the equipment of the past
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has sort of been designed
for other machines.
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They're really not for people.
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I saw my second computer a few
years later, the Hewlett-Packard 9100.
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The 9100 computing calculator.
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It was very large. Had a very small
cathode ray tube on it for display.
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And I got a chance to play with
one of those maybe in 1968.
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I started going up
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to Hewlett-Packard's Palo Alto
research lab every Tuesday night,
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and I spent every spare moment I had
trying to write programs for it.
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I was so fascinated by this.
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We have a pointing device
called a mouse.
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I don't know why we call it a mouse.
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By 1968, Stanford's
Doug Engelbart, inventor of the mouse,
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was asking new questions
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about the essential nature of our
changing relationship with computers.
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If in your office,
you as an intellectual worker
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were supplied with a computer display
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backed up by a computer
that was alive for you all day
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and was instantly responsible,
responsive,
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instantly responsive
to every action you had,
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how much value
could you derive from that?
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We needed a guide to help us
navigate this new relationship.
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My whole adult life has been spent
building personal computers.
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So, the history of my vocation
and my avocations
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and, you know,
my growing up are all the same,
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and it's very hard
to separate one from the other.
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I come from a place called
Silicon Valley, California,
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and you'll find there are
a lot of electronics kits around.
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My electronics teacher realized
that I had a lot of computer ability
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that went beyond anything he could
possibly teach me in school.
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He knew that as long as I was in class,
I was just going to sit around,
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playing pranks on the other students
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like wrapping little hair wires
around certain circuits
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so when they plugged in their radio,
it would blow up.
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As hard as I think about it,
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I don't think I ever had one friend
who was not one of the tech kids.
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I met Woz when I was maybe
12 years old, 13 years old.
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He was the first person I met
that knew more electronics than I did.
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And one of the things that Woz and I did
was we built blue boxes.
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One day I picked up a magazine,
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and I started reading a story
about phone phreaks and blue boxes.
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When phone phreaks
have a convention,
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as they did in the ballroom
of a seedy New York hotel lately,
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masks are given out at the door.
People don't give their right names.
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The blue box was a little device that
put special tones into anybody's phone
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and those tones would connect you
anywhere you wanted.
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Halfway through reading this,
I called Steve Jobs over
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and started reading it to him
over the phone.
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There's a way to fool
the entire telephone system
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into thinking you were
a telephone computer
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and to open up itself and let you call
anywhere in the world for free.
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You could call from a pay phone,
go to White Plains, New York,
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take a satellite to Europe.
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And you'd go around the world
and call the pay phone next door.
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Shout in the phone,
be about 30 seconds,
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it'd come out the other end
of the other phone.
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And he's like, "Hello,"
There's a lag and, "Hello, how are you?"
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"I'm fine." You know?
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Why, one might wonder,
would someone want to do that?
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To rip off the phone company.
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And these were illegal, I have to add.
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In college, I had a blue box
of my own. It was important
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because long-distance phone calls
were really expensive back then.
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It was also a way
of sticking it to the man.
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This would become an important
selling point for Jobs, too,
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even as he left
the technical work to others.
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Well, I had this blue box design.
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I did a trick in there
that I've never done that good a trick
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in any other design in my life.
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And Steve Jobs said,
"Hey, why don't we sell them?"
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You know, you rapidly run
out of people you want to call,
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but it was the magic that two teenagers
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could build this box
for $100 worth of parts
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and control hundreds of billions
of dollars of infrastructure
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in the entire telephone network
in the whole world.
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We could sort of influence the world,
you know?
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Control it, in the case of blue boxes,
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but something much more powerful
than controlling.
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Influencing, in the case of Apple.
And they're very closely related.
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I really do, to this day,
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feel that if we hadn't had had
those blue box experiences,
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there never would have been
an Apple computer.
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I think Jobs
was always a storyteller.
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There was always this sense
that he was constructing a persona.
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The first time I sat down
with him to work on a story,
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he immediately asked me
if I had read.
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00:13:52,457 --> 00:13:57,577
Thomas Kuhn's "The Structure
of Scientific Revolutions."
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I think he was assimilating
into this personality,
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this notion that he had found in Kuhn.
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The random result
that eventually creates
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a paradigm shift where everybody
one morning wakes up,
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and they think the new way.
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00:14:11,017 --> 00:14:15,136
And I believe that he thought
that he was a paradigm shifter.
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That was part of his story. He wanted
to have a foot in both worlds.
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He wanted to be the renegade,
but he also wanted to be legit.
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00:14:24,989 --> 00:14:29,654
This is the video deposition
of Steven P Jobs.
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00:14:29,786 --> 00:14:33,746
We are on the record at 9:22am.
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00:14:33,873 --> 00:14:38,243
Can we just sort of briefly go over
your employment history after 1973?
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I was employed by Atari,
a maker of video games.
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00:14:47,387 --> 00:14:51,757
- What timeframe?
- I don't know. Early '70s.
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00:15:04,278 --> 00:15:08,363
Creativity is a lot about anarchy.
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I had been in the video-game
business two years
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00:15:13,538 --> 00:15:18,533
and our corporate culture
was really "work hard, play hard."
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The true original sin of Apple
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literally takes place
before the company is founded.
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Jobs had left Reed College
and now he was back in Silicon Valley.
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Woz was working at HP.
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I was such a nerd.
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When I finished designing calculators
at Hewlett-Packard in the daytime,
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I would work on my own little projects.
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00:15:36,310 --> 00:15:38,518
I saw "Pong" in a bowling alley,
and I said,
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00:15:38,646 --> 00:15:41,605
"I know logic design,
and I know electronics of televisions."
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00:15:41,732 --> 00:15:46,773
"I'll use my home TV, snake a wire in,"
and I built myself a "Pong."
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Steve came back from Reed College
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and saw that I had built
my own Pong game.
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And so that gave him the idea
to go down to Atari.
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And he went down,
and he showed them the board
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and he wound up with a job.
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00:15:58,583 --> 00:16:01,747
Steve came in and said,
in typical Steve Jobs fashion,
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00:16:01,878 --> 00:16:03,710
"I'm not going to leave
until you hire me."
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00:16:03,838 --> 00:16:10,506
And I really appreciated his intensity.
He had one speed. Full on.
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I had one little project
that everyone kept turning down.
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It was a project called "Breakout."
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And finally I said,
"Steve, hey, do this for me."
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In the back of my mind,
232
00:16:20,563 --> 00:16:26,480
I knew that Woz was coming over all
the time after working at HP all day,
233
00:16:26,611 --> 00:16:30,230
and I thought,
"OK, I'll put Steve on the night shift."
234
00:16:30,448 --> 00:16:33,486
"Woz will come over. I'll get
two Steves for the price of one."
235
00:16:33,618 --> 00:16:37,407
Steve said, "Nolan Bushnell
of Atari wants another game built."
236
00:16:37,538 --> 00:16:39,495
But we only had four days, Steve said.
237
00:16:39,624 --> 00:16:42,458
When a game is made out of chips
and it's not a program,
238
00:16:42,585 --> 00:16:45,749
four days is, like, impossible.
This is months' worth of work.
239
00:16:47,757 --> 00:16:48,793
I did the entire design,
240
00:16:48,925 --> 00:16:51,542
and then Steve would breadboard
my design for a little while.
241
00:16:52,553 --> 00:16:56,968
We were up four days and nights
non-stop. Both got mononucleosis.
242
00:16:57,099 --> 00:17:00,012
And we got "Breakout" delivered
to Atari, and they paid for it.
243
00:17:04,607 --> 00:17:07,645
Later on,
Woz and I were out to dinner.
244
00:17:07,777 --> 00:17:10,144
He was talking about Breakout,
245
00:17:10,321 --> 00:17:13,530
and I said, "Well, you know,
you guys got paid pretty well for it."
246
00:17:13,658 --> 00:17:16,275
He looked at me puzzled, and I said,
247
00:17:16,410 --> 00:17:19,574
"Yeah, I mean,
you did such a good job."
248
00:17:19,705 --> 00:17:24,791
"I think there was at least
a $5,000 bonus that you guys got."
249
00:17:24,919 --> 00:17:28,788
So, yeah, he was paid $7,000,
and he told me that we were paid $700,
250
00:17:28,923 --> 00:17:30,915
and he wrote me a check for $350.
251
00:17:32,134 --> 00:17:34,217
You know, and that hurts
because we were friends.
252
00:17:34,387 --> 00:17:36,549
And do you do that to a friend?
253
00:17:36,681 --> 00:17:39,765
If he'd said, "I need the money,"
I would have said, "Take it all."
254
00:17:39,892 --> 00:17:42,509
I was happy to be on the project.
255
00:17:42,645 --> 00:17:45,228
I think that Steve...
256
00:17:47,316 --> 00:17:50,354
was very driven
257
00:17:50,486 --> 00:17:57,279
and would very often take
shortcuts to achieve his goals.
258
00:18:02,456 --> 00:18:06,416
♪ Then in time we'll tell who has fell
259
00:18:06,544 --> 00:18:09,537
♪ And who's been left behind
260
00:18:09,672 --> 00:18:12,915
♪ When you go your way
And I go mine
261
00:18:15,928 --> 00:18:19,092
Apple was a sitcom.
It was a 30-year sitcom.
262
00:18:19,223 --> 00:18:21,681
And Steve was the main character.
263
00:18:25,187 --> 00:18:28,396
This was written in December 1976.
264
00:18:28,524 --> 00:18:32,734
In fact it starts out saying,
"Who's Apple," so that was very early.
265
00:18:35,281 --> 00:18:39,241
He and Woz came in.
Steve had long hair down his back.
266
00:18:39,410 --> 00:18:44,371
He had a Ho Chi Minh beard,
cutoffs, Birkenstocks.
267
00:18:44,498 --> 00:18:48,367
And Wozniak was maybe a little bit
upscale from that, but not much.
268
00:18:48,502 --> 00:18:50,619
I used to like Intel's advertising,
269
00:18:50,755 --> 00:18:53,748
So I called them up one day,
and I said, "Who does your advertising?"
270
00:18:53,883 --> 00:18:56,796
They said, "Well, Regis McKenna."
"What's a Regis McKenna?"
271
00:18:56,927 --> 00:18:58,759
They said, "No, it's a person."
272
00:18:58,888 --> 00:19:02,677
Wozniak had a technical article
on the Apple II.
273
00:19:02,808 --> 00:19:05,767
He wanted us to try to get it
placed into a magazine.
274
00:19:05,895 --> 00:19:10,265
Nobody could read it. It was
all technical jargon and so forth.
275
00:19:10,441 --> 00:19:12,353
And so I told him
I'd have to rewrite it,
276
00:19:12,485 --> 00:19:14,522
and he wasn't happy about that.
277
00:19:14,654 --> 00:19:16,771
He said, "No one's going to rewrite
my stuff."
278
00:19:16,906 --> 00:19:18,863
I said, "Well,
then there's nothing I can do for you",
279
00:19:18,991 --> 00:19:20,107
so you might as well leave."
280
00:19:20,284 --> 00:19:23,527
Steve called back,
and he pretty much convinced me
281
00:19:23,663 --> 00:19:25,780
that he would be the person
that we'd be dealing with
282
00:19:25,915 --> 00:19:28,874
and that Wozniak would be designing
and building things,
283
00:19:29,001 --> 00:19:30,867
which is the way it happens
in most businesses.
284
00:19:31,003 --> 00:19:32,710
The engineers are more back room
285
00:19:32,922 --> 00:19:36,666
and you work with either the
entrepreneur or the marketing people.
286
00:19:38,094 --> 00:19:40,461
Did you think early on
that Steve could be the guy?
287
00:19:40,596 --> 00:19:44,260
Oh, definitely. You just had to spend
a few minutes with him and you knew it.
288
00:19:44,433 --> 00:19:45,799
He had the ability
289
00:19:45,935 --> 00:19:49,849
to talk about the possibility
of what this computer could be.
290
00:19:49,980 --> 00:19:53,815
And I think the key is not just
talking about the product,
291
00:19:53,943 --> 00:19:59,029
but giving you an idea
of what is possible using this product
292
00:19:59,156 --> 00:20:02,240
and what the next generation
is going to be like.
293
00:20:02,368 --> 00:20:06,203
So he gives people this feeling
of forward movement.
294
00:20:06,330 --> 00:20:09,118
- How many calculators do you own?
- Two, maybe.
295
00:20:09,291 --> 00:20:11,954
Right, and do you use
the automatic bank-telling machines?
296
00:20:12,086 --> 00:20:14,373
- Sure.
- Life is already seducing you
297
00:20:14,630 --> 00:20:17,748
into learning this stuff.
It's not going to happen at once,
298
00:20:17,883 --> 00:20:21,297
and it's certainly not
a 1984-ish vision at all.
299
00:20:21,470 --> 00:20:24,178
It's just going to be very gradual
and very human
300
00:20:24,306 --> 00:20:26,798
and will seduce you
into learning how to use it.
301
00:20:28,978 --> 00:20:31,971
Transitioning from a hobby
to a personal computer,
302
00:20:32,106 --> 00:20:34,769
that whole idea was driven by Steve.
303
00:20:34,900 --> 00:20:37,108
He was trying to say
we need to differentiate ourselves
304
00:20:37,236 --> 00:20:38,898
and really move out
of this hobbyist realm.
305
00:20:39,029 --> 00:20:41,897
It ended up
coming out of the room saying,
306
00:20:42,032 --> 00:20:44,820
"We're going to call ourselves
the personal computer."
307
00:20:44,952 --> 00:20:46,568
Industry experts say
308
00:20:46,704 --> 00:20:49,822
we're no longer on the verge
of the personal computer revolution.
309
00:20:49,999 --> 00:20:51,535
We're right in the midst of it,
thank you.
310
00:20:51,667 --> 00:20:52,874
And it's gathering steam
311
00:20:53,002 --> 00:20:56,245
with more and more people
jumping aboard every day.
312
00:20:56,380 --> 00:21:00,044
I use my computer right now
for mostly word processing.
313
00:21:00,176 --> 00:21:03,886
I use it for solar evaluation programs.
314
00:21:04,013 --> 00:21:06,130
We put our entire accounting system
on it.
315
00:21:06,265 --> 00:21:08,052
The wife can use it to store recipes.
316
00:21:08,184 --> 00:21:09,595
To balance my checkbook for me.
317
00:21:09,769 --> 00:21:11,385
We do the computer club's bulletin.
318
00:21:11,562 --> 00:21:13,144
- Playing games.
- Shopping by mail.
319
00:21:13,272 --> 00:21:15,559
- Budgeting.
- Bowling-league type scores.
320
00:21:15,691 --> 00:21:18,149
- Electronic mail.
- A guy can be creative on it.
321
00:21:18,277 --> 00:21:20,519
I mean, he can use it
for whatever he can dream up.
322
00:21:20,654 --> 00:21:22,611
This is a 21st-century bicycle
323
00:21:22,740 --> 00:21:26,609
that amplifies a certain intellectual
ability that man has.
324
00:21:26,744 --> 00:21:29,578
The effects that it's going to
have on society
325
00:21:29,705 --> 00:21:31,287
are actually going to far outstrip
326
00:21:31,415 --> 00:21:34,032
even those that the petrochemical
revolution has had.
327
00:21:34,168 --> 00:21:35,168
Time magazine, I think,
328
00:21:35,294 --> 00:21:39,664
said single-handedly he created
the industry because he was relentless.
329
00:21:41,133 --> 00:21:44,592
The powers that be
of "Time" magazine
330
00:21:44,720 --> 00:21:50,182
decided that they would make
the Man of the Year that particular year
331
00:21:50,309 --> 00:21:52,551
the Computer of the Year.
332
00:21:52,686 --> 00:21:56,054
I was transferred to the bureau
in San Francisco.
333
00:21:56,190 --> 00:21:59,354
And gradually I began to cotton on
to the fact
334
00:21:59,485 --> 00:22:04,025
that there were a lot of stories
in this part of California
335
00:22:04,156 --> 00:22:08,196
between San Jose
and San Francisco
336
00:22:08,327 --> 00:22:09,943
about these odd, little companies
337
00:22:10,079 --> 00:22:13,072
that people on the East Coast
at that point
338
00:22:13,207 --> 00:22:16,666
hadn't heard about
and really didn't care about.
339
00:22:16,794 --> 00:22:18,877
And then I got very interested in Apple
340
00:22:19,004 --> 00:22:23,715
and Steve was,
of the early characters in the company,
341
00:22:23,926 --> 00:22:28,967
the most articulate and the most
interesting and the oddest.
342
00:22:29,098 --> 00:22:33,012
Steven Jobs helped build
the first Apple computer in his garage.
343
00:22:33,143 --> 00:22:36,181
He is now 26 years old
and is chairman of the board.
344
00:22:37,314 --> 00:22:38,725
There was some debate
345
00:22:38,858 --> 00:22:40,975
over whether or not
they should use the name "Apple."
346
00:22:41,110 --> 00:22:43,944
You know, the whole model
of the computer industry
347
00:22:44,071 --> 00:22:45,733
and the computer business was IBM.
348
00:22:45,865 --> 00:22:50,656
Another business service of
tomorrow made possible today by IBM.
349
00:22:50,786 --> 00:22:53,403
IBM was an anonymous organization.
350
00:22:53,539 --> 00:22:56,703
No one knew who the president was.
They probably had no idea.
351
00:22:56,834 --> 00:23:02,000
The IBM logo looked like it was
carved out of Roman marble, you know?
352
00:23:02,131 --> 00:23:04,839
It was just
this monolithic kind of thing.
353
00:23:04,967 --> 00:23:07,835
And we took just the opposite,
which was,
354
00:23:07,970 --> 00:23:11,259
"Let's make Steve very high profile.
Let's tell our story."
355
00:23:11,390 --> 00:23:14,224
Working in this garage,
Jobs and a high-school classmate
356
00:23:14,351 --> 00:23:16,684
quit their positions
at large electronic companies,
357
00:23:16,812 --> 00:23:21,432
and using tiny silicon chips,
built this small computer board.
358
00:23:26,780 --> 00:23:31,400
Funny, the garage story was
less of a feature in those early days.
359
00:23:31,577 --> 00:23:34,115
It later on became more of a look back
360
00:23:34,246 --> 00:23:39,037
when people started doing stories
on the background, and so forth.
361
00:23:39,168 --> 00:23:45,165
You know, I told Steve this,
and most of my clients in fact,
362
00:23:45,299 --> 00:23:49,168
there's a song in Fiddler on the Roof
that Tevye sings.
363
00:23:49,303 --> 00:23:53,673
He says, "If I were a rich man."
And he said, "I'd sit in the temple,
364
00:23:53,807 --> 00:23:56,891
and I'd lecture to the wise men
all day long,
365
00:23:57,019 --> 00:23:58,976
"and it wouldn't matter
if you're right or wrong."
366
00:23:59,104 --> 00:24:00,766
"When you're rich,
they think you know."
367
00:24:00,898 --> 00:24:02,514
So, in a technology business,
368
00:24:02,691 --> 00:24:06,526
you have to show that you are successful
in order to have a platform.
369
00:24:06,695 --> 00:24:09,233
It led to
a quarter-billion-dollar business
370
00:24:09,365 --> 00:24:13,325
and the most popular typewriter-sized
computer on the market today.
371
00:24:13,452 --> 00:24:16,240
Steve Jobs,
I realize this is your baby,
372
00:24:16,413 --> 00:24:17,949
and you've made a career out of it,
373
00:24:18,082 --> 00:24:20,540
but you're also
something of a philosopher.
374
00:24:20,709 --> 00:24:24,794
Do you see the inherent possibility
of bad coming out of all of this?
375
00:24:24,922 --> 00:24:27,255
Well, I think one of the things
you really have to look at
376
00:24:27,383 --> 00:24:30,091
is you have to go watch
some kids using these things.
377
00:24:30,219 --> 00:24:33,383
And what you find is far
from something quite harmful.
378
00:24:33,514 --> 00:24:35,005
In effect, what you see
379
00:24:35,182 --> 00:24:38,971
is an instantaneous reflection
of a part of themselves,
380
00:24:39,103 --> 00:24:41,561
the creative part of themselves
being expressed.
381
00:24:49,530 --> 00:24:51,988
He was going for a computer
382
00:24:52,116 --> 00:24:56,235
that really felt like
an extension of the self.
383
00:24:56,370 --> 00:25:00,284
That's what people wanted, and I think
he sensed that. He knew that.
384
00:25:01,417 --> 00:25:05,832
My first book on the computer culture
was called "The Second Self."
385
00:25:05,963 --> 00:25:07,920
The key quote
that gave me the title was,
386
00:25:08,048 --> 00:25:10,631
"When you think of a computer,"
387
00:25:10,801 --> 00:25:14,841
you put a little piece of your mind
into the computer's mind,
388
00:25:14,972 --> 00:25:17,259
"and you come to think
of yourself differently."
389
00:25:17,391 --> 00:25:23,012
Our whole company,
our whole philosophical base,
390
00:25:23,188 --> 00:25:27,273
is founded on one principle.
And that one principle
391
00:25:27,401 --> 00:25:32,271
is that there's something very special
and very historically different
392
00:25:32,406 --> 00:25:36,867
that takes place when you have
one computer and one person.
393
00:25:38,370 --> 00:25:40,703
Did you have an opportunity
to meet Jobs?
394
00:25:40,914 --> 00:25:43,156
Yes,
I met him on several occasions.
395
00:25:43,292 --> 00:25:45,284
And did you sense
from talking to him
396
00:25:45,419 --> 00:25:47,502
that he really did understand
what he was doing?
397
00:25:47,629 --> 00:25:49,791
I think he understood what he was doing.
398
00:25:51,008 --> 00:25:54,297
He knew
he had created something intimate
399
00:25:54,511 --> 00:25:57,504
and that could be sold
as something intimate.
400
00:25:57,639 --> 00:26:00,222
And it would be you.
I mean, it would be for you.
401
00:26:00,350 --> 00:26:04,469
It wasn't just for you. It was you.
402
00:26:10,486 --> 00:26:12,728
Can you just show me
the front of it?
403
00:26:12,905 --> 00:26:15,693
That's the part
that most people would recognize.
404
00:26:15,824 --> 00:26:19,568
This is a piece that everybody
remembers from the ads,
405
00:26:19,703 --> 00:26:23,322
from the Time magazine cover
with Steve holding it in his lap.
406
00:26:26,168 --> 00:26:29,411
And this is the famous beige that
we're never going to have any more of.
407
00:26:29,546 --> 00:26:31,208
He hated this even at this time,
408
00:26:31,340 --> 00:26:34,708
but we were kind of stuck with it
by the time we got there.
409
00:26:37,638 --> 00:26:40,176
It was a fun little machine.
410
00:26:44,603 --> 00:26:48,187
He called me just out of the blue.
I was working at Xerox.
411
00:26:49,358 --> 00:26:52,317
And I picked up the phone,
and it was Steve Jobs.
412
00:26:52,444 --> 00:26:55,937
And he said, "I hear you're a good guy",
413
00:26:56,073 --> 00:26:59,487
but everything you've done so far
is crap. Come work for me."
414
00:27:00,869 --> 00:27:05,113
I told my wife at the time.
I said, "Well, what could happen?"
415
00:27:05,249 --> 00:27:06,911
"How bad could this be?"
416
00:27:09,128 --> 00:27:11,370
I didn't realize how bad it could be.
417
00:27:15,092 --> 00:27:17,254
First trip Steve ever made to Japan
418
00:27:17,386 --> 00:27:20,424
was to see what we could do about
getting a disc drive for the machine.
419
00:27:20,556 --> 00:27:25,517
And we saw the Sony disc facility
in Atsugi, Japan.
420
00:27:25,644 --> 00:27:30,810
He had a lot of affection for Sony
because the Walkman was a machine
421
00:27:30,983 --> 00:27:33,020
that he just thought
was the bee's knees.
422
00:27:33,152 --> 00:27:36,065
♪ You really feel the music
with a Sony Walkman
423
00:27:36,196 --> 00:27:39,564
The Sony Walkman is
a tiny stereo cassette player
424
00:27:39,741 --> 00:27:42,154
with truly incredible sound.
425
00:27:42,286 --> 00:27:44,744
♪ You really feel the music
You really feel it
426
00:27:44,955 --> 00:27:47,368
I think it was the first product
in human history
427
00:27:47,499 --> 00:27:50,742
that went over a billion units.
That he liked.
428
00:27:51,795 --> 00:27:54,333
One of things that Steve thought
was important,
429
00:27:54,464 --> 00:27:56,126
and Jerry Manock facilitated it,
430
00:27:56,258 --> 00:27:58,671
was this is
where all the signatures are.
431
00:27:58,802 --> 00:28:02,295
And they're all the people,
the original group,
432
00:28:02,431 --> 00:28:08,974
that actually signed the machine.
There's Steve Jobs right in the middle.
433
00:28:10,105 --> 00:28:11,937
My name is over here.
434
00:28:12,107 --> 00:28:13,598
Why did you do that?
435
00:28:13,734 --> 00:28:17,569
Because the people that worked
on it consider themselves,
436
00:28:17,696 --> 00:28:20,154
and I certainly consider them, artists.
437
00:28:20,282 --> 00:28:22,649
These are the people that
under different circumstances
438
00:28:22,784 --> 00:28:26,994
would be painters and poets, but,
because of the time that we live in,
439
00:28:27,122 --> 00:28:29,239
this new medium has appeared
440
00:28:29,374 --> 00:28:32,538
in which to express oneself
to one's fellow species.
441
00:28:32,669 --> 00:28:36,037
And that's a medium of computing.
442
00:28:41,595 --> 00:28:45,214
We would sit
in the temples in Kyoto,
443
00:28:45,349 --> 00:28:49,719
just taking off our shoes at the door
and sitting.
444
00:29:03,659 --> 00:29:07,323
Did he take from that any
kind of aesthetic vision, do you think?
445
00:29:07,454 --> 00:29:11,573
I think certainly. A simplicity.
446
00:29:13,085 --> 00:29:16,044
Just feeling that inner calm
447
00:29:16,171 --> 00:29:20,290
that's so available
at some places in Japan.
448
00:29:22,386 --> 00:29:25,925
He was a very much a person
who was comfortable in silence.
449
00:29:36,066 --> 00:29:40,777
Steve ruled by a kind of a chaos.
And it's easy to make chaos,
450
00:29:40,904 --> 00:29:44,818
and if you're comfortable with it,
you can use it as a tool.
451
00:29:44,950 --> 00:29:48,114
And he used a vast number
of really irritating tools
452
00:29:48,245 --> 00:29:52,615
to get other people involved
in his schemes.
453
00:29:52,749 --> 00:29:59,747
He's seducing you, he's vilifying you
and he's ignoring you.
454
00:29:59,881 --> 00:30:01,588
You're in one of those three states.
455
00:30:03,927 --> 00:30:07,967
When you get a core group of,
you know, ten great people,
456
00:30:08,140 --> 00:30:12,601
it becomes self-policing
as to who they let into that group.
457
00:30:12,728 --> 00:30:18,144
So, I consider the most important job
of someone like myself is recruiting.
458
00:30:18,358 --> 00:30:21,851
Steve Jobs brought us all together
in a place that had no rules.
459
00:30:21,987 --> 00:30:26,448
He's a maniac. He's a maniacal genius.
His job is to stir up everything.
460
00:30:26,575 --> 00:30:29,909
Most places in life
are continuously telling you
461
00:30:30,078 --> 00:30:32,286
that your dreams aren't possible
or practical.
462
00:30:32,414 --> 00:30:34,451
You don't want to hear that
when you're under 30.
463
00:30:34,583 --> 00:30:36,245
What you want to do is race after them.
464
00:30:36,376 --> 00:30:37,867
You ask yourself, why are you doing it?
465
00:30:38,086 --> 00:30:39,873
I'm certainly not doing it
for Steve Jobs.
466
00:30:40,005 --> 00:30:42,588
I'm doing it for what I think is
a much greater good than that.
467
00:30:42,716 --> 00:30:45,959
Everybody just wanted to work, not
because it was work that had to be done,
468
00:30:46,136 --> 00:30:48,503
but it was because it was something
that we really believed in.
469
00:30:48,638 --> 00:30:54,134
Here is how we see personal computers.
Here is how we want the world to be.
470
00:30:54,269 --> 00:30:56,761
And here's how we're going to change it.
471
00:30:56,897 --> 00:30:58,479
We have a vision
of what we want it to be.
472
00:30:58,607 --> 00:31:00,974
We want to convert people.
We want to make converts.
473
00:31:01,151 --> 00:31:04,144
I felt my job at Macintosh
474
00:31:04,279 --> 00:31:07,738
was to make the division
work smoothly enough
475
00:31:07,866 --> 00:31:11,701
that we could actually get this thing
from really a mess of kids
476
00:31:11,828 --> 00:31:14,536
playing around with a bunch
of hardware and software
477
00:31:14,664 --> 00:31:17,327
into something that would be
a commercial product.
478
00:31:17,459 --> 00:31:20,122
And that's what I did.
I got that machine finished.
479
00:31:29,012 --> 00:31:32,505
It is now 1984.
480
00:31:32,641 --> 00:31:35,475
IBM became the apparent visible threat.
481
00:31:35,602 --> 00:31:38,561
IBM wants it all,
and is aiming its guns
482
00:31:38,688 --> 00:31:43,023
on its last obstacle
to industry control. Apple.
483
00:31:43,151 --> 00:31:46,485
Will Big Blue dominate
the entire computer industry?
484
00:31:46,613 --> 00:31:50,448
The entire information age?
Was George Orwell right?
485
00:31:51,618 --> 00:31:55,453
Today, we celebrate
the first glorious anniversary
486
00:31:55,580 --> 00:31:58,448
over the information
purification directives.
487
00:31:58,583 --> 00:32:01,542
That ad was again
a juxtaposition with IBM.
488
00:32:01,670 --> 00:32:03,627
- That's what it was about.
- Yeah.
489
00:32:03,755 --> 00:32:06,213
The people in the audience
were mindless IBM users.
490
00:32:06,341 --> 00:32:08,207
Yes. You know,
for Steve it was great
491
00:32:08,343 --> 00:32:12,587
because he had this bad guy/good guy,
and he loved playing that role.
492
00:32:12,722 --> 00:32:16,636
We shall prevail!
493
00:32:37,247 --> 00:32:38,863
Looking back, behind the scenes,
494
00:32:39,082 --> 00:32:42,496
it's easy to see the irony in the ad.
495
00:32:42,627 --> 00:32:44,539
Today, Apple is Goliath.
496
00:32:44,671 --> 00:32:46,128
Rolling. Rolling.
497
00:32:46,339 --> 00:32:48,205
But even in 1984,
498
00:32:48,383 --> 00:32:51,126
when Apple cast itself
as the counterculture company,
499
00:32:51,303 --> 00:32:54,762
working at Apple was a lot tougher
than IBM.
500
00:32:56,850 --> 00:32:59,012
I think if you talk to a lot of
people on the Mac team,
501
00:32:59,144 --> 00:33:05,141
they will tell you it was the hardest
they've ever worked in their life.
502
00:33:05,317 --> 00:33:07,024
Some of them will tell you
it was, you know,
503
00:33:07,277 --> 00:33:08,984
the happiest they've ever been
in their life,
504
00:33:09,112 --> 00:33:11,024
but I think all of them will tell you
505
00:33:11,156 --> 00:33:14,490
that it is certainly one of the most
intense and cherished experiences
506
00:33:14,618 --> 00:33:15,984
they will ever have in their life.
507
00:33:16,119 --> 00:33:18,953
- Mm-hmm. Yeah, they did.
- So...
508
00:33:21,750 --> 00:33:23,742
You know...
509
00:33:25,420 --> 00:33:29,960
Some of those things are
not sustainable for some people.
510
00:33:35,764 --> 00:33:38,347
I ended up
changing my entire life.
511
00:33:38,558 --> 00:33:40,766
I lost my wife in that process.
512
00:33:40,894 --> 00:33:44,558
I lost my children in that process.
I lost...
513
00:33:44,731 --> 00:33:48,441
The whole structure of my life
was just changed forever
514
00:33:48,568 --> 00:33:52,562
by going and working on the Mac.
515
00:33:52,697 --> 00:33:54,780
Because the work
became so intense?
516
00:33:54,908 --> 00:33:56,365
The work was intense.
517
00:33:56,493 --> 00:33:58,530
The commitment needed to do it
was intense.
518
00:33:58,662 --> 00:34:01,655
I would go into work
on a Tuesday morning
519
00:34:01,790 --> 00:34:03,656
and half the people would hate me,
520
00:34:03,792 --> 00:34:05,408
and I'd come back on Wednesday morning,
521
00:34:05,585 --> 00:34:08,168
and half the people would hate me,
but it was the other half.
522
00:34:08,338 --> 00:34:10,751
There were an awful lot
of prima donnas in that outfit,
523
00:34:10,882 --> 00:34:13,590
so I was always in conflict.
524
00:34:16,805 --> 00:34:20,515
Here's the piece you wrote.
You want to read it?
525
00:34:21,851 --> 00:34:26,391
"Steve's passing did come
as a bit of a shock for me."
526
00:34:26,523 --> 00:34:31,393
"For a bit more than three years,
1982 to 1985,
527
00:34:31,528 --> 00:34:34,236
we were together a lot of the time."
528
00:34:34,406 --> 00:34:38,491
"We made a dozen trips to Japan
together. We were close."
529
00:34:38,618 --> 00:34:41,656
"After that,
I only saw him a few times."
530
00:34:41,788 --> 00:34:44,155
"I haven't seen him in many years."
531
00:34:44,332 --> 00:34:48,667
"He was an extraordinary person in many
ways and quite normal in others."
532
00:34:48,795 --> 00:34:52,254
"The outpouring of feelings
from people all over the world
533
00:34:52,465 --> 00:34:57,130
was a bit of a surprise to me at first,
and then it seemed natural."
534
00:34:57,262 --> 00:35:00,050
"He was for them
a combination of James Dean,
535
00:35:00,181 --> 00:35:04,050
Princess Diana and John Lennon
and maybe Santa Claus."
536
00:35:04,185 --> 00:35:07,849
"What is in that bag of goodies?"
537
00:35:08,773 --> 00:35:12,642
"The iPod, the iPhone
and the iPad are so personal."
538
00:35:12,777 --> 00:35:17,772
"They are warm in your hand.
They sing to you when you're alone."
539
00:35:17,907 --> 00:35:19,364
"They are caressed."
540
00:35:21,870 --> 00:35:23,156
"In those three years together,
541
00:35:23,288 --> 00:35:26,247
I packed in a decade or two
of experience."
542
00:35:26,416 --> 00:35:31,787
"Steve packed in a couple of centuries
in his 56 years."
543
00:35:31,921 --> 00:35:36,461
"He did everything he wanted,
and all on his own terms."
544
00:35:36,593 --> 00:35:39,461
"It was a life well and fully lived,
545
00:35:39,596 --> 00:35:43,055
even if it was a bit expensive
for those of us who were close."
546
00:35:47,604 --> 00:35:50,062
You do have friends, you know?
547
00:35:50,190 --> 00:35:53,308
Even if they're bizarre people.
548
00:35:55,612 --> 00:35:58,480
Yes. He is.
He's one of those mythic characters.
549
00:35:58,615 --> 00:36:05,658
Yeah, and they're not that much fun
on the ground most of the time,
550
00:36:05,789 --> 00:36:09,328
but there are those moments
when suddenly...
551
00:36:11,086 --> 00:36:13,703
They're the only person
who could've ever done it.
552
00:36:13,922 --> 00:36:15,288
Right.
553
00:36:15,465 --> 00:36:19,084
- Yeah, and they change us.
- Right.
554
00:36:32,440 --> 00:36:35,774
Without death,
there would be very little progress.
555
00:36:35,902 --> 00:36:39,316
I'm sure that life evolved
without death at first
556
00:36:39,489 --> 00:36:44,826
and found that without death,
life didn't work very well.
557
00:36:44,953 --> 00:36:48,321
Because it didn't make room
for the young
558
00:36:48,498 --> 00:36:52,913
who didn't know how the world was,
you know, 50 years ago,
559
00:36:53,044 --> 00:36:56,754
but who saw it as it is today
without any preconceptions
560
00:36:56,881 --> 00:36:59,248
and dreamed how it could be
based on that.
561
00:37:04,097 --> 00:37:07,181
The minute that you understand
that you can poke life,
562
00:37:07,308 --> 00:37:09,140
you can change it, you can mold it,
563
00:37:09,269 --> 00:37:11,886
you'll want to change life
and make it better
564
00:37:12,021 --> 00:37:14,013
cos it's kind of messed up
in a lot of ways.
565
00:37:15,150 --> 00:37:18,234
Once you learn that,
you'll never be the same again.
566
00:37:23,783 --> 00:37:24,990
Just be here.
567
00:37:25,994 --> 00:37:30,955
Don't judge, don't try,
don't stop, don't start. Just be here.
568
00:37:31,082 --> 00:37:32,698
It's all just enough.
569
00:37:36,629 --> 00:37:38,996
It's enough to know that I love you.
570
00:37:42,677 --> 00:37:47,297
Steve and I met two weeks into
our freshman year at Reed College.
571
00:37:47,432 --> 00:37:51,642
We had both happened to buy
"Be Here Now."
572
00:37:51,811 --> 00:37:55,725
And it was such an unusual book.
I just wanted...
573
00:37:55,857 --> 00:37:58,975
I was carrying it around
and wanted somebody to talk to about it,
574
00:37:59,110 --> 00:38:02,353
and Steve was the one person
who also had read it.
575
00:38:09,829 --> 00:38:11,286
When we went to India,
576
00:38:11,414 --> 00:38:15,909
we were looking for
remarkable experiences.
577
00:38:16,044 --> 00:38:19,583
We didn't have a guru.
We didn't have a particular school.
578
00:38:19,714 --> 00:38:22,832
And so we traveled around
for four months.
579
00:38:22,967 --> 00:38:29,931
Had some interesting experiences.
No major enlightenment experiences.
580
00:38:30,058 --> 00:38:32,425
Steve's quote later was,
581
00:38:32,602 --> 00:38:35,094
"We had figured out that
we weren't going to meet somebody
582
00:38:35,230 --> 00:38:37,438
who was going to make us enlightened."
583
00:38:40,193 --> 00:38:42,401
If you think about Hindu spirituality,
584
00:38:42,570 --> 00:38:46,439
you think of Mother Teresa
feeding the poor.
585
00:38:46,616 --> 00:38:49,950
That's not really the path
that Steve took.
586
00:38:50,078 --> 00:38:52,741
Those weren't Steve's values.
587
00:38:55,708 --> 00:38:57,825
It was the next year,
after India,
588
00:38:57,961 --> 00:39:02,001
when he connected
with the Zen Center in Los Altos.
589
00:39:02,131 --> 00:39:08,594
Zen is about clarity,
simplicity, cleanliness.
590
00:39:09,472 --> 00:39:15,264
Ending the duality of your ego
and simplifying your life.
591
00:39:15,395 --> 00:39:18,479
And that really appealed to Steve.
592
00:39:18,648 --> 00:39:23,313
It's based on taking off
and creating something for yourself.
593
00:39:23,444 --> 00:39:27,438
You know, giving life to your own life
in whatever way you wish to do it.
594
00:39:28,908 --> 00:39:30,991
At the time
he was starting Apple,
595
00:39:31,119 --> 00:39:34,908
Steve was very actively looking
for a mentor.
596
00:39:39,419 --> 00:39:43,208
Kobun Chino would
become Jobs's spiritual advisor.
597
00:39:43,381 --> 00:39:47,716
Kobun encouraged Jobs
not to retreat into a monastery,
598
00:39:47,844 --> 00:39:51,554
but instead to find Zen
in his life and work.
599
00:39:51,764 --> 00:39:54,848
But they would argue
over the path to enlightenment.
600
00:40:08,114 --> 00:40:14,907
Steve always says, "Make me monk.
Please make me monk."
601
00:40:15,038 --> 00:40:18,327
I say, "Not until proof."
602
00:40:20,084 --> 00:40:26,046
When I was living in California,
23 years ago...
603
00:40:26,174 --> 00:40:27,961
Midnight...
604
00:40:28,092 --> 00:40:32,883
I answered the doorbell and there he is.
605
00:40:33,014 --> 00:40:36,052
18 years old, he was.
606
00:40:36,184 --> 00:40:39,427
And he wanted to see me.
607
00:40:40,480 --> 00:40:44,064
And I looked into his eyes, and...
608
00:40:44,192 --> 00:40:48,061
They looked terrible,
but he is not crazy.
609
00:40:48,196 --> 00:40:51,405
I must talk with him.
610
00:40:51,532 --> 00:40:57,028
I took him for a walk
through the downtown of Los Altos.
611
00:40:58,081 --> 00:41:00,198
All stores closed.
612
00:41:00,333 --> 00:41:06,295
One bar called The Teacup was open.
613
00:41:07,715 --> 00:41:10,833
We sat down at the counter.
614
00:41:12,470 --> 00:41:17,716
I had Irish coffee and he had juice.
615
00:41:18,977 --> 00:41:23,062
After sipping, he started to talk.
616
00:41:24,232 --> 00:41:29,444
He said, "I feel I'm enlightened."
617
00:41:29,570 --> 00:41:32,358
"I don't know what to do with this."
618
00:41:35,660 --> 00:41:41,122
That's wonderful.
That is very wonderful.
619
00:41:43,126 --> 00:41:45,789
I need proof of it.
620
00:41:50,049 --> 00:41:53,588
A week later he came back
621
00:41:53,886 --> 00:41:59,098
with a little metal sheet in his hand.
622
00:42:00,268 --> 00:42:03,932
Many things were going,
wires going around...
623
00:42:04,063 --> 00:42:06,680
I didn't know what it was.
624
00:42:07,316 --> 00:42:12,277
It was a chip of a personal computer.
625
00:42:14,032 --> 00:42:20,120
He said, "I designed it.
My friend Woz helped me."
626
00:42:21,289 --> 00:42:26,501
"This is called Lisa."
627
00:42:26,627 --> 00:42:28,584
"I named it Lisa."
628
00:42:29,630 --> 00:42:34,842
Which is the name of his daughter.
629
00:42:36,262 --> 00:42:40,427
That was the origin of Apple Computer.
630
00:42:42,351 --> 00:42:49,315
And I'm still not quite sure
that was a true proof or not.
631
00:42:49,442 --> 00:42:54,654
He's brilliant, but too smart, I think.
632
00:42:59,368 --> 00:43:03,908
When you broke the Lisa story,
why was that important?
633
00:43:04,040 --> 00:43:07,454
There was a computer called "Lisa."
634
00:43:07,585 --> 00:43:12,705
And everybody wondered
who the computer was named after.
635
00:43:14,550 --> 00:43:17,964
I didn't choose
to name the computer "Lisa."
636
00:43:18,971 --> 00:43:22,430
I was obviously curious
about why it was named "Lisa".
637
00:43:24,018 --> 00:43:26,852
Fair or unfair, I think that was,
638
00:43:26,979 --> 00:43:30,347
to me,
that was a germane part of the story.
639
00:43:38,908 --> 00:43:43,243
♪ With your mercury mouth
640
00:43:43,371 --> 00:43:47,581
♪ In the missionary times
641
00:43:47,708 --> 00:43:51,167
♪ And your eyes like smoke
642
00:43:51,295 --> 00:43:53,958
I was 17, sitting in the quad.
643
00:43:54,090 --> 00:43:57,800
Early spring,
warm and cold at the same time.
644
00:43:57,969 --> 00:44:03,636
And I look over, and there's
this guy I have never seen.
645
00:44:03,766 --> 00:44:09,683
I've been there for three years.
I can't believe how gorgeous he is.
646
00:44:09,814 --> 00:44:16,152
And he starts to walk out of the quad,
and I followed him
647
00:44:16,279 --> 00:44:19,693
cos I thought,
"I've got to introduce myself to him."
648
00:44:20,825 --> 00:44:24,990
And I'm going, "What do I say?"
I had no idea what to say.
649
00:44:25,121 --> 00:44:28,330
A few months later,
I was working on a film.
650
00:44:28,457 --> 00:44:33,953
We worked all night long,
and he walks up out of the dark.
651
00:44:34,088 --> 00:44:38,628
He was confident and awkward.
He was a study in contrasts.
652
00:44:38,759 --> 00:44:44,801
And he had jeans on that drooped
because they had so many holes in them.
653
00:44:44,974 --> 00:44:48,263
And he was very intentional,
very intense.
654
00:44:48,394 --> 00:44:53,981
And then he handed me a poem
by Bob Dylan.
655
00:44:54,150 --> 00:44:56,437
"Sad-Eyed Lady of the Lowlands."
656
00:44:59,071 --> 00:45:02,781
He would re-write Dylan's songs
to fit his life.
657
00:45:05,077 --> 00:45:09,492
And then he... he just scanned the quad
658
00:45:09,624 --> 00:45:13,493
and the darkness
that went over his face...
659
00:45:14,754 --> 00:45:21,672
The edge, the worry,
the dissonance, was shocking to me.
660
00:45:21,802 --> 00:45:25,546
And I was young enough where I thought,
"Did I say something wrong?"
661
00:45:25,681 --> 00:45:28,344
But later I realized
that wasn't what it was.
662
00:45:28,476 --> 00:45:30,468
That was part of who he was.
663
00:45:30,603 --> 00:45:33,266
And I mean, that was one of the things
that I was attracted to,
664
00:45:33,397 --> 00:45:36,265
is that he had a lot going on
inside him.
665
00:45:39,737 --> 00:45:43,822
Steve was a romantic,
and he really loved Chrisann.
666
00:45:43,991 --> 00:45:47,325
I think she was
a seductive force in his life,
667
00:45:47,453 --> 00:45:53,996
and there was a part of Steve
that didn't want to push that away.
668
00:45:54,126 --> 00:45:56,413
But the main thing in Steve's life,
number one,
669
00:45:56,545 --> 00:46:00,084
was getting Apple off the ground.
670
00:46:00,216 --> 00:46:03,675
And he just really could not focus
on anything else.
671
00:46:05,221 --> 00:46:08,259
I came out in June of '77,
672
00:46:08,391 --> 00:46:13,511
and the three of us went
and rented a house in Cupertino.
673
00:46:15,273 --> 00:46:19,392
Apple is beginning.
Steve and I are falling in love again.
674
00:46:19,527 --> 00:46:22,144
But we're going back and forth
big time now.
675
00:46:22,280 --> 00:46:26,615
It's just like I'm insecure
because he's so unkind,
676
00:46:26,742 --> 00:46:30,156
and then we connect.
677
00:46:32,540 --> 00:46:36,033
But I don't know how to handle
how fast Steve's mind is
678
00:46:36,168 --> 00:46:39,286
and how fast
he throws negative stuff at me.
679
00:46:39,463 --> 00:46:44,925
And by the time I figure out,
"I've got to get out of here..."
680
00:46:46,220 --> 00:46:48,428
Um...
681
00:46:48,556 --> 00:46:51,469
"This is not working."
682
00:46:51,600 --> 00:46:57,562
Um... "I don't want to be in their club,
Daniel's or just even with Steve."
683
00:46:57,690 --> 00:47:03,311
"It's just not working."
That's when I got pregnant.
684
00:47:04,864 --> 00:47:07,857
What happened when
you told Steve that you were pregnant?
685
00:47:09,368 --> 00:47:10,779
Um...
686
00:47:10,911 --> 00:47:13,574
I told Steve in the dining room.
687
00:47:13,831 --> 00:47:18,917
Steve's jaw clenched.
688
00:47:19,170 --> 00:47:22,914
And searing anger...
689
00:47:23,090 --> 00:47:26,128
And he runs out the door,
kind of like a teenager,
690
00:47:26,260 --> 00:47:27,796
slams the door.
691
00:47:39,023 --> 00:47:41,265
She got pregnant.
692
00:47:41,400 --> 00:47:46,486
And Steve just was, "Not... not...
not me."
693
00:47:46,614 --> 00:47:49,152
"It's not me. It's not me," right?
694
00:47:49,325 --> 00:47:53,945
Even though that was not
a reasonable thing to say.
695
00:47:55,956 --> 00:47:59,449
After Lisa was born,
Steve came up three days later.
696
00:47:59,585 --> 00:48:02,293
And we're sitting in a field,
and he...
697
00:48:02,421 --> 00:48:05,414
We're like, trying to negotiate...
698
00:48:07,468 --> 00:48:10,802
what name we both feel good about
for her.
699
00:48:10,930 --> 00:48:13,593
He knows he's the father.
700
00:48:15,184 --> 00:48:19,929
He comes with the idea
of wanting to call her Claire,
701
00:48:20,064 --> 00:48:23,774
and I don't want Claire because
it's too much like Clara,
702
00:48:23,901 --> 00:48:25,563
his mother's name.
703
00:48:25,694 --> 00:48:27,310
So, we're looking through the book,
704
00:48:27,446 --> 00:48:29,608
and we're thinking
and going back and forth,
705
00:48:29,740 --> 00:48:32,323
trying different names,
and finally I go, "Lisa!"
706
00:48:33,619 --> 00:48:37,954
He said, "Yeah!"
We both loved that name.
707
00:48:38,082 --> 00:48:44,750
But later I realized he wanted
to name a line of computers
708
00:48:44,880 --> 00:48:47,042
or the next computer
the "Claire."
709
00:48:47,216 --> 00:48:50,550
I only knew this later.
710
00:48:50,678 --> 00:48:55,890
He went back to Apple
and changed it to the "Lisa."
711
00:49:01,814 --> 00:49:04,852
It says a lot about somebody
712
00:49:04,984 --> 00:49:11,948
that they would have the wit,
the imagination, the audacity,
713
00:49:12,074 --> 00:49:16,990
to name a computer in the fashion
that Steve named this
714
00:49:17,121 --> 00:49:22,992
and believe that you're going to
be able to get away with it.
715
00:49:25,504 --> 00:49:29,498
That is the sort
of very telling anecdote
716
00:49:29,633 --> 00:49:33,468
that helps illuminate
somebody's personality.
717
00:49:41,520 --> 00:49:45,480
My biological mother was
a young, unwed graduate student,
718
00:49:45,608 --> 00:49:48,476
and she decided
to put me up for adoption.
719
00:49:48,611 --> 00:49:50,318
So, everything was all set
720
00:49:50,446 --> 00:49:53,939
for me to be adopted at birth
by a lawyer and his wife.
721
00:49:54,074 --> 00:49:56,066
Except that when I popped out,
722
00:49:56,243 --> 00:50:00,078
they decided at the last minute
that they really wanted a girl.
723
00:50:00,247 --> 00:50:02,660
So, my parents,
who were on a waiting list,
724
00:50:02,833 --> 00:50:05,746
got a call in the middle
of the night, asking,
725
00:50:05,961 --> 00:50:09,830
"We've got an unexpected baby boy.
Do you want him?"
726
00:50:09,965 --> 00:50:12,298
They said, "Of course."
727
00:50:13,302 --> 00:50:15,635
My biological mother found out later
728
00:50:15,763 --> 00:50:18,346
that my mother had never
graduated from college
729
00:50:18,516 --> 00:50:21,475
and that my father had never
graduated from high school.
730
00:50:21,644 --> 00:50:25,729
She refused to sign
the final adoption papers.
731
00:50:25,856 --> 00:50:27,722
She only relented a few months later
732
00:50:27,858 --> 00:50:31,818
when my parents promised
that I would go to college.
733
00:50:32,029 --> 00:50:34,817
This was the start in my life.
734
00:50:38,035 --> 00:50:41,779
You know, another paradox
for him, you know, here's a guy,
735
00:50:41,914 --> 00:50:44,657
you know, being pissed off
that he was left for adoption,
736
00:50:44,792 --> 00:50:47,626
and when he has a child,
he wants to run the other way.
737
00:50:47,753 --> 00:50:50,211
Yes, that's a huge paradox.
738
00:50:50,381 --> 00:50:55,593
Even when I first met Steve, the fact
that he was given up for adoption
739
00:50:55,719 --> 00:51:01,681
was a huge emotional issue
in his life.
740
00:51:01,809 --> 00:51:05,598
I was, I remember,
right here on the lawn
741
00:51:05,729 --> 00:51:09,939
telling Lisa McMoyler, who lived
across the street, that I was adopted,
742
00:51:10,067 --> 00:51:14,107
and she said, "So, does that mean
your real parents didn't want you?"
743
00:51:14,238 --> 00:51:17,106
Ooh, lightening bolt. I remember
running into the house.
744
00:51:17,241 --> 00:51:21,326
I think I started crying, asking
my parents, and they sat me down.
745
00:51:21,453 --> 00:51:23,365
They said,
"No, you don't understand."
746
00:51:23,497 --> 00:51:26,615
They said,
"We specifically picked you."
747
00:51:29,086 --> 00:51:33,330
That was clearly
a very defining image in his life,
748
00:51:33,507 --> 00:51:36,750
both that he was rejected
and that he was special.
749
00:51:39,680 --> 00:51:41,763
The IPO was November 1980.
750
00:51:41,890 --> 00:51:45,258
By the summer of 1980,
it was clear it was going to happen,
751
00:51:45,394 --> 00:51:48,478
and so Steve's net worth
was going to go from $10 million
752
00:51:48,606 --> 00:51:51,223
to around $200 million.
753
00:51:51,400 --> 00:51:56,646
And I think he had the opportunity
to completely reinvent himself.
754
00:51:57,865 --> 00:52:02,155
In his reinvention, some
people who helped him were left behind.
755
00:52:03,120 --> 00:52:04,952
Woz had no taste for management,
756
00:52:05,080 --> 00:52:09,245
so he left Apple with a big stock
package and a lifetime stipend.
757
00:52:10,169 --> 00:52:14,459
Daniel Kottke had been
one of Apple's first employees.
758
00:52:14,590 --> 00:52:17,458
In the run-up to the IPO,
an Apple executive offered
759
00:52:17,593 --> 00:52:20,552
to give Daniel the same amount
of stock that Steve would give.
760
00:52:20,679 --> 00:52:24,889
Steve replied,
"Fine. I'll give him zero."
761
00:52:29,063 --> 00:52:33,433
Jobs also saw an opportunity
to rewrite his history with Chrisann.
762
00:52:33,567 --> 00:52:38,187
He composed a fiction which implied
she had many sexual partners,
763
00:52:38,322 --> 00:52:40,279
and he claimed he was sterile
764
00:52:40,449 --> 00:52:45,160
and therefore did not have the physical
capacity to procreate a child.
765
00:52:48,666 --> 00:52:53,161
A woman with a baby,
and I was that threatening to them.
766
00:52:53,295 --> 00:52:56,629
"If he'd said," I can't do this,
but let me help
767
00:52:56,757 --> 00:52:59,875
because I can be practical here,"
768
00:53:00,010 --> 00:53:02,002
that would have been...
769
00:53:02,179 --> 00:53:04,762
made for so much.
770
00:53:04,890 --> 00:53:09,100
But it almost seemed that the point
was to be out of integrity.
771
00:53:10,562 --> 00:53:14,272
When a court-ordered DNA test
proved Jobs's paternity,
772
00:53:14,441 --> 00:53:17,684
he stopped fighting Chrisann
in court.
773
00:53:17,861 --> 00:53:19,693
She was on welfare at the time,
774
00:53:19,863 --> 00:53:24,949
so Jobs reluctantly agreed to pay
$500 a month in child support.
775
00:53:26,453 --> 00:53:30,823
When Apple went public,
he was worth nearly $200 million.
776
00:53:30,958 --> 00:53:33,701
Steve is so hugely successful,
777
00:53:33,836 --> 00:53:37,500
and yet he treated
so many people so badly.
778
00:53:37,673 --> 00:53:41,917
How much of an asshole
do you have to be to be successful?
779
00:53:42,052 --> 00:53:44,009
What is the moral of the story here?
780
00:53:44,138 --> 00:53:46,380
Hello. I am Macintosh.
781
00:53:46,557 --> 00:53:50,267
It is with considerable pride
that I introduce a man
782
00:53:50,394 --> 00:53:53,683
who's been like a father to me.
Steve Jobs.
783
00:54:14,668 --> 00:54:17,536
He didn't know
what real connection was.
784
00:54:19,173 --> 00:54:24,259
So he was a part of the technology
that connected the world.
785
00:54:25,179 --> 00:54:27,045
Does that make sense?
786
00:54:29,016 --> 00:54:32,726
He made up another kind of connection.
787
00:54:39,026 --> 00:54:41,063
You know,
I didn't sleep a wink last night.
788
00:54:41,236 --> 00:54:47,403
There's a version of Steve Jobs
presenting the iPhone
789
00:54:47,576 --> 00:54:52,913
where you can see his own feeling
of "I love this object."
790
00:54:53,040 --> 00:54:54,622
Isn't this awesome?
791
00:54:54,833 --> 00:55:01,421
His stuff was beloved,
but it wasn't that he was beloved.
792
00:55:01,590 --> 00:55:03,798
He wasn't a nice guy.
793
00:55:03,926 --> 00:55:06,509
First, he had a reputation
as a womanizer,
794
00:55:06,637 --> 00:55:07,923
and then he had a reputation
795
00:55:08,055 --> 00:55:13,050
as sort of not caring about anybody
and as being kind of a tough guy.
796
00:55:14,144 --> 00:55:19,105
People are not connected to him
because of his character.
797
00:55:19,233 --> 00:55:22,067
That is not people's connection to him.
798
00:55:22,194 --> 00:55:25,938
In Be Here Now by Ram Dass,
799
00:55:26,073 --> 00:55:30,317
one of the memories I still have
after all these years
800
00:55:30,452 --> 00:55:34,742
was when someone goes into
a state of enlightenment...
801
00:55:36,250 --> 00:55:40,119
but they do it while
they're still attached to their ego...
802
00:55:41,255 --> 00:55:46,091
They call that, as I recall him
saying it, "the golden chain."
803
00:55:49,054 --> 00:55:52,013
And that's what I feel
happened to Steve.
804
00:55:53,475 --> 00:55:59,597
He went into magnificence
and into enlightenment, but he...
805
00:56:01,233 --> 00:56:03,099
He just...
806
00:56:04,111 --> 00:56:05,522
He blew it.
807
00:56:08,448 --> 00:56:11,031
Steve Jobs blew it?
808
00:56:11,159 --> 00:56:14,698
How many people in the world
believe that?
809
00:56:14,830 --> 00:56:18,039
He made products everyone loved.
810
00:56:18,208 --> 00:56:22,794
He was the computer era's
most successful entrepreneur.
811
00:56:22,921 --> 00:56:25,834
How could anyone think he blew it?
812
00:56:27,676 --> 00:56:30,134
The entrepreneur's a person
who wants to shake things up,
813
00:56:30,262 --> 00:56:34,051
who wants to change things,
who sees a better way of doing that.
814
00:56:34,182 --> 00:56:37,550
But he or she tends to be
a royal pain in the neck.
815
00:56:37,728 --> 00:56:40,641
Apple computer has sued
its co-founder and former chairman,
816
00:56:40,772 --> 00:56:43,310
Steven Jobs, to stop him
from starting a rival company.
817
00:56:43,442 --> 00:56:48,028
Jobs quit Apple last week in a bitter
fight with his board and management.
818
00:56:48,155 --> 00:56:49,737
So, Apple is reorganizing.
819
00:56:49,865 --> 00:56:53,654
John Sculley is taking control
from Steven Jobs.
820
00:56:53,785 --> 00:56:56,653
Tell us about your departure
from Apple.
821
00:56:56,830 --> 00:57:01,040
Oh, it was very painful. I'm not even
sure I want to talk about it. Um...
822
00:57:04,421 --> 00:57:06,834
What can I say? I hired the wrong guy.
823
00:57:06,965 --> 00:57:09,423
- That was Sculley?
- Yeah.
824
00:57:09,551 --> 00:57:15,673
And... he destroyed everything
I'd spent ten years working for.
825
00:57:30,906 --> 00:57:35,196
What did you do
after you left Apple in 1985?
826
00:57:35,369 --> 00:57:39,158
I started two companies.
827
00:57:39,289 --> 00:57:41,155
One was started
828
00:57:41,291 --> 00:57:46,537
by buying the computer-graphics
division of Lucasfilm.
829
00:57:46,713 --> 00:57:49,456
We christened it Pixar.
830
00:57:49,591 --> 00:57:53,130
Pixar was acquired by Disney.
831
00:57:53,261 --> 00:57:56,550
I'm on the board of directors
of the Walt Disney Company.
832
00:57:57,766 --> 00:58:00,383
And the other was called NeXT.
833
00:58:02,938 --> 00:58:06,056
From having left
or been bounced from Apple,
834
00:58:06,191 --> 00:58:08,308
did he have a kind of a chip
on his shoulder?
835
00:58:08,443 --> 00:58:13,359
Was there some...
Was this Steve in the wilderness?
836
00:58:13,490 --> 00:58:15,447
I don't think he felt he was
in the wilderness at all.
837
00:58:15,575 --> 00:58:19,489
I think he felt he was on a path.
He was on a mission.
838
00:58:19,621 --> 00:58:21,578
Where are we going to?
839
00:58:21,748 --> 00:58:24,331
In 1986, after he had left Apple
840
00:58:24,459 --> 00:58:27,293
and was in the process
of starting this new company,
841
00:58:27,504 --> 00:58:30,622
"Esquire" convinced him to
give a journalist a week of his time.
842
00:58:30,799 --> 00:58:33,382
So, I basically spent that week
with him,
843
00:58:33,510 --> 00:58:36,844
talked to him a lot, went to dinner,
sat in on meetings,
844
00:58:36,972 --> 00:58:41,433
and got to see Jobs as he was
at that moment in his life.
845
00:58:41,560 --> 00:58:44,803
But, I mean, I agree that...
Let me back up a bit.
846
00:58:44,938 --> 00:58:46,474
So, somebody's got to say,
847
00:58:46,606 --> 00:58:49,724
"Here's what we can do,
and we can make it happen,
848
00:58:49,860 --> 00:58:53,149
and here's the level of thing
we can ship in 16 months."
849
00:58:53,280 --> 00:58:55,647
And what I hear him saying is,
850
00:58:55,824 --> 00:58:58,237
"Well, anything more than
a port of Mac author, forget it."
851
00:58:58,368 --> 00:59:00,155
And boy, that just makes me smoke.
852
00:59:00,287 --> 00:59:02,825
If he was in a meeting
and somebody said,
853
00:59:02,998 --> 00:59:07,288
"Here's a great idea," and put the idea
out there and he didn't like it,
854
00:59:07,419 --> 00:59:09,706
he'd just chop the person
into mincemeat.
855
00:59:09,880 --> 00:59:11,872
The problem I've got, though,
is one,
856
00:59:12,007 --> 00:59:14,966
will everybody believe
that the stake is in fact in the ground,
857
00:59:15,093 --> 00:59:16,800
and, secondly,
when software comes back
858
00:59:16,928 --> 00:59:19,045
and says what they can do
by summer or spring of '87,
859
00:59:19,181 --> 00:59:20,422
will they be telling us the truth?
860
00:59:20,599 --> 00:59:22,807
Well, George, I can't change the world,
you know.
861
00:59:22,934 --> 00:59:25,096
What do you want me to do?
What's the solution?
862
00:59:25,228 --> 00:59:26,890
But you see,
what we can learn is...
863
00:59:27,022 --> 00:59:29,309
What I want is probably irrelevant.
864
00:59:29,441 --> 00:59:31,558
I mean,
there are certain realities here,
865
00:59:31,693 --> 00:59:35,027
both psychological and market,
866
00:59:35,155 --> 00:59:39,115
that are going to come into play,
in my own personal judgment.
867
00:59:39,242 --> 00:59:42,110
And I think this is a window
that we've got. We've been given it.
868
00:59:42,245 --> 00:59:44,703
And thank God we've been given it.
Nobody else has done this.
869
00:59:44,873 --> 00:59:47,115
It's a wonderful window.
We have 18 months.
870
00:59:48,168 --> 00:59:52,037
The article was about people
who are maniacal about work.
871
00:59:52,172 --> 00:59:54,915
And Steve Jobs was the most maniacal
person I could think of,
872
00:59:55,133 --> 00:59:57,216
which is why I wanted
to write about him.
873
00:59:57,344 --> 01:00:00,052
You made the connection
in that first piece a bunch of times,
874
01:00:00,180 --> 01:00:01,967
you know, the monk among priests.
875
01:00:02,099 --> 01:00:05,217
What was the relationship
between that extreme
876
01:00:05,352 --> 01:00:08,265
of working 24/7
and that monastic life?
877
01:00:08,396 --> 01:00:12,231
I mean, he did seem to have
that rather interesting dedication.
878
01:00:12,359 --> 01:00:17,150
OK, so, a monomaniacal commitment
to something
879
01:00:17,280 --> 01:00:19,567
is something
that most people don't have.
880
01:00:20,909 --> 01:00:28,624
And that, like the monk, requires you
to kind of shed extraneous things,
881
01:00:28,750 --> 01:00:32,084
and Steve Jobs absolutely,
positively had that.
882
01:00:46,768 --> 01:00:48,885
Jobs talked about
becoming a monk
883
01:00:49,020 --> 01:00:53,060
at this remote Zen temple
where Kobun Chino had studied.
884
01:00:59,906 --> 01:01:02,398
I wonder what he liked
about the idea of it.
885
01:01:05,537 --> 01:01:10,578
Was it the discipline of the monks?
Their unwavering focus?
886
01:01:28,393 --> 01:01:31,682
In meditation, Jobs loved
inspecting his own mind
887
01:01:31,813 --> 01:01:33,770
and changing the way it worked.
888
01:01:33,940 --> 01:01:36,557
He focused on the spirit of things
889
01:01:36,693 --> 01:01:39,857
and sought perfection
in the machines he made.
890
01:01:40,739 --> 01:01:44,403
But Kobun thought
Jobs was missing the point.
891
01:01:44,576 --> 01:01:47,944
A search for perfection
would never bring him peace
892
01:01:48,079 --> 01:01:50,662
or harmony with those around him.
893
01:01:52,959 --> 01:01:56,828
But maybe harmony is
what Jobs was looking for in Japan.
894
01:01:58,673 --> 01:02:03,088
He went there dozens of times,
and not just for business.
895
01:02:03,220 --> 01:02:06,384
He stayed in fancy hotels,
not Zen temples,
896
01:02:06,514 --> 01:02:09,723
but right to the end,
he kept going back.
897
01:02:15,899 --> 01:02:18,642
After he met and later married
Laurene Powell,
898
01:02:18,777 --> 01:02:21,520
he would take three
of his four children there,
899
01:02:21,655 --> 01:02:23,487
including Lisa.
900
01:02:26,076 --> 01:02:29,240
Jobs's relationship with Lisa
remained full of conflict,
901
01:02:29,454 --> 01:02:34,165
but a few years before Jobs's death,
Lisa wrote about a moment of peace.
902
01:02:36,503 --> 01:02:40,668
I didn't live with him, but he
would stop by our house some days,
903
01:02:40,882 --> 01:02:44,592
a deity among us for
a few tingly moments or hours.
904
01:02:46,137 --> 01:02:49,255
He was a more extreme vegetarian
than my mother and I
905
01:02:49,391 --> 01:02:51,348
and sharp-focused.
906
01:02:51,476 --> 01:02:55,595
One day, he spit out a mouthful of soup
after hearing it contained butter.
907
01:02:55,730 --> 01:02:59,940
With him, one ate a variety of salads.
908
01:03:01,361 --> 01:03:05,150
He believed that great harvests
came from arid sources.
909
01:03:05,282 --> 01:03:07,319
Pleasure from restraint.
910
01:03:07,450 --> 01:03:11,660
He knew the equations
that most people didn't know.
911
01:03:11,788 --> 01:03:14,576
Things led to their opposites.
912
01:03:16,209 --> 01:03:19,748
But once, he took me with him
on a business trip to Tokyo
913
01:03:19,879 --> 01:03:23,964
where we went to a sushi bar
in the basement of the Okura hotel
914
01:03:24,092 --> 01:03:28,837
with its high ceilings and low couches,
like a Hitchcock set.
915
01:03:28,972 --> 01:03:33,262
He ordered great trays of unagi sushi,
cooked eel on rice.
916
01:03:33,393 --> 01:03:37,433
He ordered too many pieces, knowing
we wouldn't be able to finish them,
917
01:03:37,564 --> 01:03:40,932
but that we didn't want
to feel they would run out.
918
01:03:41,109 --> 01:03:44,102
It was the first time I'd felt,
with him,
919
01:03:44,237 --> 01:03:48,151
so relaxed and content
over those trays of meat.
920
01:03:48,283 --> 01:03:52,994
The excess, the permission and warmth
after the cold salads
921
01:03:53,163 --> 01:03:58,454
meant a once inaccessible space
had opened.
922
01:03:58,585 --> 01:04:01,293
He was less rigid with himself,
923
01:04:01,421 --> 01:04:05,165
even human under the great ceilings
with the little chairs,
924
01:04:05,383 --> 01:04:07,545
with the meat and me.
925
01:04:09,596 --> 01:04:14,591
But the event was not self-sustaining.
We went back home to salads.
926
01:04:14,726 --> 01:04:18,686
They satisfied me less
now that I knew the alternative.
927
01:04:24,235 --> 01:04:27,854
- What eventually happened to NeXT?
- Apple purchased it.
928
01:04:27,989 --> 01:04:33,280
- OK, when?
- I believe 1997.
929
01:04:33,453 --> 01:04:37,914
When Apple bought NeXT,
Apple was pretty messed up.
930
01:04:38,041 --> 01:04:39,782
It was pretty easy to see.
931
01:04:39,918 --> 01:04:41,034
Apple Computer,
932
01:04:41,169 --> 01:04:43,456
a pioneer in the personal computers
and software business,
933
01:04:43,588 --> 01:04:44,874
has fallen on hard times.
934
01:04:45,006 --> 01:04:46,338
Over a three-month period,
935
01:04:46,466 --> 01:04:50,426
Apple's profits plunged
by more than $50 million.
936
01:04:50,553 --> 01:04:54,388
With big losses in the last
quarter, with profit margins shrinking,
937
01:04:54,516 --> 01:04:56,633
Apple seems destined for a takeover.
938
01:04:56,768 --> 01:04:59,636
Steve Jobs co-founded Apple
with Steve Wozniak,
939
01:04:59,771 --> 01:05:02,354
and on Friday,
Apple went to the well once again,
940
01:05:02,482 --> 01:05:04,223
bringing Jobs back as a consultant,
941
01:05:04,359 --> 01:05:06,646
writing one
of the most unlikely chapters ever
942
01:05:06,861 --> 01:05:08,477
in the lore that is Silicon Valley.
943
01:05:08,613 --> 01:05:09,945
Steve.
944
01:05:20,458 --> 01:05:23,951
I joined the company
in February '97.
945
01:05:24,087 --> 01:05:27,455
After a couple of days there,
I was in complete shock.
946
01:05:29,801 --> 01:05:33,511
The company was close to bankruptcy,
and it was total chaos.
947
01:05:33,638 --> 01:05:36,802
The NeXT acquisition
had just occurred,
948
01:05:36,933 --> 01:05:39,016
and there were major changes
going on.
949
01:05:39,227 --> 01:05:43,642
And Steve was involved at that point
in time, but on the margins.
950
01:05:43,773 --> 01:05:46,561
I haven't been back here
in over ten years,
951
01:05:46,693 --> 01:05:50,437
so, yeah, it's an interesting feeling.
952
01:05:50,613 --> 01:05:53,230
It's a little strange,
but not too strange.
953
01:05:53,366 --> 01:05:54,823
At some point in time,
954
01:05:54,951 --> 01:05:57,944
the process was started
to look for a full-time CEO.
955
01:05:58,079 --> 01:06:00,321
And at that point in time,
Steve got much more involved.
956
01:06:00,457 --> 01:06:01,743
Now, he still wasn't the CEO.
957
01:06:01,875 --> 01:06:05,334
I don't think he was 100% sure
the company was savable yet,
958
01:06:05,462 --> 01:06:08,045
and so I think he was
hedging his bets a little bit.
959
01:06:08,214 --> 01:06:12,834
He had to make a decision whether he
really wanted to take on that role
960
01:06:12,969 --> 01:06:16,303
because being CEO of Apple
is an all-consuming role,
961
01:06:16,431 --> 01:06:18,923
and I'm not sure Steve thought
that that's something
962
01:06:19,058 --> 01:06:23,223
that he wanted to do for what
turned out to be the rest of his life.
963
01:06:23,354 --> 01:06:28,895
I took the title of Interim CEO
and agreed to come back for 90 days
964
01:06:29,027 --> 01:06:32,737
to help recruit a full-time CEO.
965
01:06:35,950 --> 01:06:38,237
How did that recruitment effort go?
966
01:06:38,369 --> 01:06:40,076
I failed.
967
01:06:45,919 --> 01:06:48,707
You know, the real hero
of that early part of the story
968
01:06:48,838 --> 01:06:50,079
is Fred Anderson.
969
01:06:50,256 --> 01:06:53,499
Fred restructured the company
financially
970
01:06:53,635 --> 01:06:56,753
and bought us the time to build
the foundation for today's Apple.
971
01:06:56,888 --> 01:07:00,006
And then Fred even had an impact
on the product strategy
972
01:07:00,141 --> 01:07:02,633
because when Steve came back,
973
01:07:02,769 --> 01:07:06,558
the first major project we
started was a network computer.
974
01:07:06,731 --> 01:07:09,724
That was kind of the rage at the time,
but it wasn't a consumer product at all.
975
01:07:09,901 --> 01:07:11,563
Fred kept going,
"You know, wait a minute,
976
01:07:11,694 --> 01:07:13,276
we got to have a consumer product."
977
01:07:13,404 --> 01:07:15,111
"You guys have to focus
on a low-end Mac
978
01:07:15,281 --> 01:07:17,489
because that's what's going to
turn the company around."
979
01:07:18,284 --> 01:07:21,618
So, the executive team and Steve
decided that we would switch
980
01:07:21,746 --> 01:07:26,411
from doing the network computer
and make that the iMac.
981
01:07:26,626 --> 01:07:29,414
There you go, right here.
Can you see it?
982
01:07:31,506 --> 01:07:33,964
♪ She comes in colors everywhere
983
01:07:34,092 --> 01:07:37,426
In the world of computers,
it's kill or be killed.
984
01:07:37,554 --> 01:07:40,388
And the original whiz kid was thought
to be dying an early death.
985
01:07:40,515 --> 01:07:44,134
We went for colors that really expressed
the spirit of the machine.
986
01:07:44,352 --> 01:07:47,220
And that is... you know,
it's powerful, but fun.
987
01:07:49,857 --> 01:07:52,474
And the first thing
I thought I'd do is give you an update.
988
01:07:52,694 --> 01:07:56,108
We've managed to go from losing
a billion dollars the year before
989
01:07:56,239 --> 01:08:01,234
to actually making over $200 million
during the first three quarters.
990
01:08:01,369 --> 01:08:03,326
Boy, what a difference a year makes.
991
01:08:03,454 --> 01:08:05,696
Guess what? Mac is back.
992
01:08:08,042 --> 01:08:11,376
♪ She comes in colors everywhere
993
01:08:11,504 --> 01:08:13,496
♪ She combs her hair
994
01:08:13,631 --> 01:08:15,873
♪ She's like a rainbow
995
01:08:16,009 --> 01:08:19,969
He was the kind of person that
could convince himself of things
996
01:08:20,096 --> 01:08:22,588
that weren't necessarily true.
997
01:08:22,724 --> 01:08:26,217
He could go to people
and ask them to do something
998
01:08:26,394 --> 01:08:28,477
that they thought was impossible.
999
01:08:29,814 --> 01:08:32,727
Steve did create
reality distortion around him.
1000
01:08:32,859 --> 01:08:35,021
You know, if he told you
the sky was green, for a while,
1001
01:08:35,153 --> 01:08:37,145
you'd kind of go, "Yeah, OK.
Yeah, the sky's green."
1002
01:08:39,866 --> 01:08:45,282
To me... marketing is about values.
1003
01:08:45,455 --> 01:08:50,371
This is a very complicated world.
It's a very noisy world.
1004
01:08:50,501 --> 01:08:53,790
And we're not going to get a chance
1005
01:08:53,921 --> 01:08:59,417
to get people to remember much
about us. No company is.
1006
01:09:00,470 --> 01:09:02,587
And so, we have to be really clear
1007
01:09:02,722 --> 01:09:05,055
on what we want them to know
about us.
1008
01:09:05,183 --> 01:09:07,391
Our customers want to know
who is Apple
1009
01:09:07,518 --> 01:09:09,384
and what is it that we stand for.
1010
01:09:09,520 --> 01:09:15,312
What we have is something
that I am...
1011
01:09:15,443 --> 01:09:17,901
I am very moved by.
1012
01:09:21,199 --> 01:09:22,815
Here's to the crazy ones.
1013
01:09:22,950 --> 01:09:25,283
Jobs was so moved
by the ad he'd commissioned
1014
01:09:25,495 --> 01:09:28,988
that he produced a version where
he did the voiceover himself.
1015
01:09:29,123 --> 01:09:32,457
The round pegs in the square holes.
1016
01:09:32,585 --> 01:09:35,874
The ones
who see things differently.
1017
01:09:36,005 --> 01:09:40,466
They're not fond of rules, and they
have no respect for the status quo.
1018
01:09:41,678 --> 01:09:47,595
You can quote them, disagree with them,
glorify or vilify them.
1019
01:09:47,725 --> 01:09:51,059
About the only thing
you can't do is ignore them
1020
01:09:51,187 --> 01:09:53,099
because they change things.
1021
01:09:53,231 --> 01:09:59,353
While some may see them
as the crazy ones, we see genius.
1022
01:10:00,571 --> 01:10:04,190
Because the people who are crazy enough
to think they can change the world...
1023
01:10:05,451 --> 01:10:07,818
are the ones who do.
1024
01:10:11,958 --> 01:10:15,702
It honors those people
who have changed the world.
1025
01:10:16,796 --> 01:10:21,257
Some of them are living,
some of them are not.
1026
01:10:21,384 --> 01:10:26,925
But the ones that aren't, you know
that if they ever used a computer,
1027
01:10:27,056 --> 01:10:28,217
it would have been a Mac.
1028
01:10:32,729 --> 01:10:34,846
The theme of the campaign is
"Think different."
1029
01:10:37,483 --> 01:10:39,145
Think different.
1030
01:10:39,277 --> 01:10:41,815
In one brilliant, ungrammatical phrase,
1031
01:10:41,946 --> 01:10:47,863
Jobs told a story of rebellion,
the triumph of the iconoclastic genius.
1032
01:10:47,994 --> 01:10:51,829
With "Think different," was Jobs
trying to frame his own story?
1033
01:10:51,998 --> 01:10:55,412
More than a CEO,
he positioned himself as an oracle,
1034
01:10:55,543 --> 01:10:58,877
a man who could tell the future
of technology.
1035
01:11:09,098 --> 01:11:10,839
You know, a lot of times,
1036
01:11:10,975 --> 01:11:16,141
great products are sort of convergence
of the right set of technologies.
1037
01:11:16,272 --> 01:11:19,686
And Steve was brilliant
at getting to a fork in the road
1038
01:11:19,817 --> 01:11:22,434
and choosing the right fork.
1039
01:11:22,612 --> 01:11:26,322
We got a chance to play
with a variety of music players,
1040
01:11:26,449 --> 01:11:28,236
and they sucked.
1041
01:11:28,409 --> 01:11:32,653
So, we decided, Steve said,
you know, "Go build a music player."
1042
01:11:32,789 --> 01:11:37,033
So, I assembled a small team to take
a look at what it would take to do it,
1043
01:11:37,168 --> 01:11:40,627
and the conclusion was the technology
really wasn't ready yet.
1044
01:11:40,755 --> 01:11:44,169
Then in February of 2001,
1045
01:11:44,300 --> 01:11:47,509
the Toshiba guys brought out
the 1.8-inch hard drive.
1046
01:11:47,637 --> 01:11:48,923
So, as soon as I saw that I go,
1047
01:11:49,055 --> 01:11:51,138
"That's what we need
to build the iPod."
1048
01:11:51,265 --> 01:11:55,259
So, I went to Steve, and I go,
"OK, I know how to do it now."
1049
01:11:55,394 --> 01:11:56,805
"I need $10 million."
1050
01:11:56,938 --> 01:12:00,431
And Steve goes, "OK,
I'll write you a $10 million check."
1051
01:12:00,608 --> 01:12:03,646
I went to Fred to make sure
the check wouldn't bounce,
1052
01:12:03,778 --> 01:12:06,270
and Fred said, "Yeah, you know, go."
1053
01:12:06,405 --> 01:12:08,567
And so I started ramping the team up,
1054
01:12:08,699 --> 01:12:12,568
and, you know, we delivered
the iPod later that year.
1055
01:12:14,872 --> 01:12:16,955
♪ One, two, three, four
1056
01:12:17,083 --> 01:12:19,040
♪ Tell me that you love me more
1057
01:12:19,168 --> 01:12:21,285
♪ Sleepless long nights
1058
01:12:21,420 --> 01:12:23,377
♪ That is what my youth was for
1059
01:12:23,506 --> 01:12:25,463
♪ Oh, oh, oh
1060
01:12:25,633 --> 01:12:27,966
♪ You're changing your heart
1061
01:12:28,094 --> 01:12:29,801
♪ Oh, oh, oh
1062
01:12:29,971 --> 01:12:32,179
♪ You know who you are
1063
01:12:32,306 --> 01:12:34,389
♪ One, two, three, four
1064
01:12:34,517 --> 01:12:36,224
♪ Tell me that you love me more
1065
01:12:36,352 --> 01:12:38,514
♪ Sleepless long nights
1066
01:12:38,688 --> 01:12:40,600
♪ That is what my youth was for
1067
01:12:40,731 --> 01:12:43,189
♪ Oh, teenage hopes
1068
01:12:46,070 --> 01:12:49,939
Jobs's genius
was how he sold the iPod.
1069
01:12:50,074 --> 01:12:53,738
It wasn't a machine for you.
It was you.
1070
01:12:56,122 --> 01:12:59,286
People sometimes forget
that they're very unique
1071
01:12:59,417 --> 01:13:03,161
and that they have very unique
feelings and perspectives.
1072
01:13:03,379 --> 01:13:04,790
You know,
the whole computer industry
1073
01:13:04,922 --> 01:13:09,292
wants to forget about the humanist side
and just focus on the technology,
1074
01:13:09,427 --> 01:13:12,340
but we think there's
a whole other side to the coin,
1075
01:13:12,471 --> 01:13:14,554
which is what do you do
with these things?
1076
01:13:14,724 --> 01:13:18,684
Can we do more than just spreadsheets
and word processors?
1077
01:13:18,811 --> 01:13:21,804
Can we help you express yourself
in richer ways?
1078
01:13:24,734 --> 01:13:29,069
Apple at the core, its core value,
1079
01:13:29,196 --> 01:13:33,566
is that we believe
that people with passion
1080
01:13:33,743 --> 01:13:35,860
can change the world for the better.
1081
01:13:35,995 --> 01:13:37,952
That's what we believe.
1082
01:13:39,665 --> 01:13:42,248
Steve talks a lot
about the values of the company.
1083
01:13:42,376 --> 01:13:44,208
And said that Apple was a company
1084
01:13:44,337 --> 01:13:47,250
that was designed
to make the world a better place.
1085
01:13:47,381 --> 01:13:50,044
Was that a heartfelt thing for Steve?
1086
01:13:50,176 --> 01:13:52,543
I believe it was
a heartfelt thing for Steve.
1087
01:13:52,720 --> 01:13:55,303
I think that he did want to make
the world a better place.
1088
01:13:55,514 --> 01:14:00,054
I think that he felt
by delivering great products
1089
01:14:00,186 --> 01:14:03,805
that were easy to use and beautiful,
1090
01:14:03,940 --> 01:14:06,398
that it would
make people's lives better.
1091
01:14:09,779 --> 01:14:11,361
Is that enough?
1092
01:14:11,489 --> 01:14:15,108
Is making and selling products,
even if they're good,
1093
01:14:15,242 --> 01:14:18,861
even if they're the best, enough
to make the world a better place?
1094
01:14:20,790 --> 01:14:22,201
Apple's a business.
1095
01:14:22,333 --> 01:14:25,497
And we've somehow attached
this emotion to a business,
1096
01:14:25,711 --> 01:14:29,330
which is just there to make money
for its shareholders, right?
1097
01:14:29,465 --> 01:14:30,922
That's all it is. Nothing more.
1098
01:14:31,050 --> 01:14:32,882
You know, creating that association
1099
01:14:33,094 --> 01:14:36,508
was probably one of Steve's
greatest accomplishments.
1100
01:14:36,639 --> 01:14:39,006
- It's queued up to play.
- Awesome.
1101
01:14:41,936 --> 01:14:45,771
I remember at this point, when the music
plays in the beginning,
1102
01:14:45,898 --> 01:14:47,560
there's just this energy, right?
1103
01:14:47,733 --> 01:14:52,524
You have on the one side
this huge bank of photographers,
1104
01:14:52,655 --> 01:14:56,569
and I remember
looking at all these guys
1105
01:14:56,742 --> 01:14:59,234
with their cameras trained on Steve,
thinking,
1106
01:14:59,370 --> 01:15:02,113
"You guys have no idea
what's about to happen."
1107
01:15:02,248 --> 01:15:03,955
And to be fair, neither did we.
1108
01:15:07,253 --> 01:15:09,586
Thank you for coming.
1109
01:15:09,755 --> 01:15:11,917
We're going to make some history
together today.
1110
01:15:13,050 --> 01:15:14,757
Any time you see an Apple event,
1111
01:15:14,885 --> 01:15:18,925
know that there's a team of people
in the audience who are just sick.
1112
01:15:22,852 --> 01:15:26,391
We are calling it "iPhone."
1113
01:15:28,190 --> 01:15:34,812
Today... Today,
Apple is going to reinvent the phone.
1114
01:15:34,947 --> 01:15:38,691
And so, rather than talk about this
some more, let me show it to you.
1115
01:15:38,868 --> 01:15:42,908
So, if you're giving a demo,
and you deviate off the script,
1116
01:15:43,039 --> 01:15:44,496
well, lots of bad things
can go wrong.
1117
01:15:44,623 --> 01:15:48,367
When Steve comes up with,
"Here's what I want to show,"
1118
01:15:48,502 --> 01:15:49,993
everything is dissected.
1119
01:15:50,171 --> 01:15:51,503
The message that he's trying to say
1120
01:15:51,630 --> 01:15:53,587
is then dissected
into very specific actions.
1121
01:15:53,716 --> 01:15:57,710
And let me go ahead and get
that picture within picture up.
1122
01:15:57,887 --> 01:16:01,051
I'm going to go ahead and just push
the "sleep wake" button.
1123
01:16:01,182 --> 01:16:03,094
There we go, right there.
1124
01:16:03,225 --> 01:16:06,559
And to unlock the phone, I just take
my finger and slide it across.
1125
01:16:06,687 --> 01:16:09,145
All right, you want to see that again?
1126
01:16:10,816 --> 01:16:14,025
So, he's got, you know,
several discrete parts of the demo.
1127
01:16:14,236 --> 01:16:20,028
We had a flask of Scotch with us,
and after every little part,
1128
01:16:20,159 --> 01:16:23,994
the person who was responsible for
that portion, you know, took a hit.
1129
01:16:24,121 --> 01:16:26,488
I want to make a call to Jony Ive.
1130
01:16:26,707 --> 01:16:27,914
I can just push here,
1131
01:16:28,042 --> 01:16:30,580
and I see Jony Ive's contacts
with all his information.
1132
01:16:30,711 --> 01:16:33,419
The Jony Ive call, oh, my God.
1133
01:16:33,547 --> 01:16:36,460
There's all sorts of ways that
this could have gone sideways.
1134
01:16:36,592 --> 01:16:39,926
- Hey, Jony, how you doing?
- I'm good. How you doing?
1135
01:16:40,054 --> 01:16:44,640
Well, it's been two-and-a-half years,
and I can't tell you how thrilled I am
1136
01:16:44,767 --> 01:16:47,555
to make the first public phone call
with iPhone.
1137
01:16:50,523 --> 01:16:51,934
He goes to the music.
1138
01:16:52,066 --> 01:16:54,274
Let's go into Dylan here.
1139
01:16:54,401 --> 01:16:56,313
Let's play Like a Rolling Stone.
1140
01:16:58,989 --> 01:17:00,605
He gets the web browser up there.
1141
01:17:00,741 --> 01:17:04,234
I want to show you Safari
running on a mobile device.
1142
01:17:04,370 --> 01:17:06,532
So, let's go to the web. Boom.
1143
01:17:06,664 --> 01:17:08,326
Unbelievable.
1144
01:17:08,457 --> 01:17:11,120
And then at the end,
he has that moment
1145
01:17:11,252 --> 01:17:13,289
where he swizzles it all together.
1146
01:17:13,420 --> 01:17:17,004
At the end, where he orders thousands
of lattes from some, you know,
1147
01:17:17,133 --> 01:17:19,420
poor woman at a Starbucks
down the road.
1148
01:17:19,552 --> 01:17:21,965
Good morning. This is Starbucks
and how can I help you?
1149
01:17:22,096 --> 01:17:24,554
Yes, I'd liked to order
4,000 lattes to go, please.
1150
01:17:24,682 --> 01:17:26,093
No, just kidding.
1151
01:17:26,225 --> 01:17:29,639
Wrong number. Thank you. Bye-bye.
1152
01:17:29,770 --> 01:17:31,477
OK.
1153
01:17:38,737 --> 01:17:41,275
As soon as the demo was over,
we left.
1154
01:17:41,407 --> 01:17:46,243
And we just turned San Francisco
into a... It was a shit show.
1155
01:17:53,586 --> 01:17:55,498
That was a night to remember.
1156
01:17:56,672 --> 01:18:00,211
Man, you just had this release
of years of anxiety.
1157
01:18:00,342 --> 01:18:03,585
And then we got up tomorrow,
the next day, and did it all over again.
1158
01:18:03,721 --> 01:18:05,587
And we had to finish the product
at this point.
1159
01:18:05,764 --> 01:18:08,302
And that was tough,
especially with a raging hangover,
1160
01:18:08,434 --> 01:18:10,346
but it was a lot of fun.
1161
01:18:10,477 --> 01:18:14,312
The biggest thing he made was
the iPhone, definitely.
1162
01:18:14,440 --> 01:18:15,976
He made the iPhone,
1163
01:18:16,150 --> 01:18:19,769
which shocked the world
with its touch screen and stuff.
1164
01:18:24,450 --> 01:18:28,820
So, what are we down to?
13 minutes and...
1165
01:18:28,996 --> 01:18:30,407
Whoo-hoo!
1166
01:18:30,539 --> 01:18:33,077
- It's go time!
- Oh, yeah.
1167
01:18:42,426 --> 01:18:46,466
- Oh, yeah. Swipe to unlock.
- Sweet!
1168
01:18:50,184 --> 01:18:53,677
♪ All my life
1169
01:18:53,812 --> 01:18:56,054
♪ Is changing every day
1170
01:18:56,190 --> 01:18:57,681
There she is.
1171
01:18:57,900 --> 01:19:00,062
♪ In every possible way
1172
01:19:00,194 --> 01:19:03,687
iPhone's been shipping
for exactly 200 days today.
1173
01:19:03,822 --> 01:19:07,031
And I'm extraordinarily pleased
to report
1174
01:19:07,159 --> 01:19:10,493
that we have sold
four million iPhones to date.
1175
01:19:12,456 --> 01:19:15,494
♪ Never quite as it seems
1176
01:19:15,626 --> 01:19:18,994
♪ And then I open up and see
1177
01:19:19,129 --> 01:19:23,544
♪ The person falling here is me
1178
01:19:23,676 --> 01:19:27,636
Today we're introducing
the iPhone 3G.
1179
01:19:33,644 --> 01:19:39,185
In a little over two years,
we have sold 30 million iPhones.
1180
01:19:47,533 --> 01:19:50,241
And with a swipe,
you have changed your life.
1181
01:19:50,369 --> 01:19:52,201
Yes!
1182
01:20:04,508 --> 01:20:08,422
- How may I help you?
- IPhone 4. Where is the iPhone 4?
1183
01:20:08,554 --> 01:20:12,389
Oh, I'm very sorry,
but we are currently sold out.
1184
01:20:12,516 --> 01:20:16,681
However, we did finally get
some more HTC Evos in.
1185
01:20:16,812 --> 01:20:19,771
What? What is that?
Is it an iPhone?
1186
01:20:19,898 --> 01:20:22,686
No, it is that 4G phone on Sprint.
1187
01:20:22,818 --> 01:20:25,231
If it's not an iPhone,
why would I want it?
1188
01:20:25,362 --> 01:20:28,355
Well, it's similar to an iPhone,
but has a bigger screen.
1189
01:20:28,490 --> 01:20:29,651
I don't care.
1190
01:20:29,783 --> 01:20:32,446
The internet speeds
are around three times faster.
1191
01:20:32,578 --> 01:20:35,195
- I don't care.
- It fucking prints money.
1192
01:20:35,331 --> 01:20:38,244
- I don't care.
- It can grant up to three wishes.
1193
01:20:38,375 --> 01:20:40,833
Even if one of those wishes
is for an iPhone.
1194
01:20:40,961 --> 01:20:43,453
- I don't care about any of that.
- OK, fine.
1195
01:20:43,589 --> 01:20:46,457
Then what the hell entices you
about the iPhone 4,
1196
01:20:46,592 --> 01:20:48,549
if you don't mind me asking?
1197
01:20:48,677 --> 01:20:50,384
It is an iPhone.
1198
01:21:00,606 --> 01:21:05,192
I remember the first set of
people I interviewed about the iPhone.
1199
01:21:05,319 --> 01:21:07,902
I've been interviewing people
about their computers
1200
01:21:08,030 --> 01:21:09,987
for, you know, decades.
1201
01:21:10,157 --> 01:21:16,324
I've never seen this kind of connection
before with an object.
1202
01:21:18,290 --> 01:21:21,909
In the beginning,
the impulse was to sit you down
1203
01:21:22,044 --> 01:21:25,754
and to show you everything
on their iPhone.
1204
01:21:25,964 --> 01:21:29,548
As time's gone on,
there's been less of that
1205
01:21:29,676 --> 01:21:34,341
and more of what I call
the "alone together phenomenon."
1206
01:21:37,851 --> 01:21:42,016
It has turned out to be
an isolating technology.
1207
01:21:53,367 --> 01:21:55,404
Did you ever see
that Wim Wenders film,
1208
01:21:55,536 --> 01:21:56,697
"Until the End of the World"?
1209
01:21:56,829 --> 01:22:00,823
Yes, I love that.
People fall in love with their dreams,
1210
01:22:00,958 --> 01:22:04,622
and they walk around
with hoods over their head
1211
01:22:04,753 --> 01:22:09,043
and screens in front of them,
fascinated by their dreams.
1212
01:22:09,216 --> 01:22:13,335
By the time I came to rescue
Claire, the only thing she cared about
1213
01:22:13,470 --> 01:22:16,838
was having fresh batteries
for her video monitor.
1214
01:22:19,059 --> 01:22:20,721
It's a little bit like that.
1215
01:22:20,853 --> 01:22:24,938
It's a dream machine,
and you become fascinated
1216
01:22:25,065 --> 01:22:28,979
by the world that you can find
on these screens.
1217
01:22:30,362 --> 01:22:34,697
And the face of that technology
was Steve Jobs.
1218
01:22:55,971 --> 01:23:00,011
What would you say about
the responsibilities of power
1219
01:23:00,142 --> 01:23:03,476
once you've achieved
a certain level of success?
1220
01:23:03,604 --> 01:23:07,018
Power? What is that?
1221
01:23:13,864 --> 01:23:16,322
♪ Your daddy, he's an outlaw
1222
01:23:16,533 --> 01:23:18,900
He found a loophole
where if you lease a car,
1223
01:23:19,036 --> 01:23:22,825
you have a six-month grace period
to put license plates on.
1224
01:23:22,956 --> 01:23:28,543
And so he leased the same car
every six months,
1225
01:23:28,670 --> 01:23:30,832
to avoid putting license plates
at all.
1226
01:23:31,006 --> 01:23:32,668
I think he told people
1227
01:23:32,799 --> 01:23:37,385
that it's because he didn't
want people to identify him.
1228
01:23:37,513 --> 01:23:39,425
Well, there's nothing more identifiable
1229
01:23:39,556 --> 01:23:41,889
than a silver Mercedes
with no license plate.
1230
01:23:42,017 --> 01:23:44,634
I mean, it screams "Steve Jobs"
in the Valley.
1231
01:23:44,770 --> 01:23:48,559
Riding to work with Steve Jobs.
1232
01:23:48,690 --> 01:23:51,603
Riding to work
with the good ol' Stevie.
1233
01:23:53,946 --> 01:23:57,565
Oh, look at that,
he's in the carpool lane.
1234
01:23:57,699 --> 01:24:01,568
And it does give you a glimpse
of how he thought he was above the law.
1235
01:24:01,703 --> 01:24:06,323
♪ He oversees his kingdom
Where no stranger does intrude
1236
01:24:06,500 --> 01:24:09,334
♪ His voice
It trembles as he calls out
1237
01:24:09,461 --> 01:24:11,999
♪ For another plate of food
1238
01:24:12,130 --> 01:24:15,589
♪ One more cup of coffee for the road
1239
01:24:15,717 --> 01:24:19,427
Jobs also made it a habit
to park his plateless Mercedes Benz
1240
01:24:19,555 --> 01:24:22,468
in handicap parking spots
around the Apple campus.
1241
01:24:23,892 --> 01:24:26,384
It even became something
of a pastime in the Valley,
1242
01:24:26,520 --> 01:24:29,308
to take a picture next to Steve's car.
1243
01:24:30,607 --> 01:24:34,692
♪ One more cup of coffee before I go
1244
01:24:34,820 --> 01:24:37,312
♪ To the valley below
1245
01:24:41,618 --> 01:24:45,362
He was a hero in the Valley
because he made buckets of money,
1246
01:24:45,497 --> 01:24:46,908
but unlike Bill Gates,
1247
01:24:47,040 --> 01:24:50,829
Jobs told people that giving away money
was a waste of time.
1248
01:24:50,961 --> 01:24:56,923
Under Jobs, Apple terminated
its philanthropic programs.
1249
01:24:57,050 --> 01:25:00,168
Jobs kept acting
as if Apple was a start-up,
1250
01:25:00,345 --> 01:25:04,635
but by 2010, it was one of the most
valuable companies in the world.
1251
01:25:05,684 --> 01:25:09,223
Among the rich and famous,
Jobs was a compelling character.
1252
01:25:09,396 --> 01:25:14,733
A counter-culture businessman.
But what were his values as a citizen?
1253
01:25:14,860 --> 01:25:17,443
Was he interested in power
to change the world
1254
01:25:17,571 --> 01:25:20,814
or the right to have power
without responsibility?
1255
01:25:24,411 --> 01:25:27,119
There was an experience
where actually a couple of people
1256
01:25:27,247 --> 01:25:28,954
were fighting over you,
were they not?
1257
01:25:29,082 --> 01:25:31,995
- Oh, man. I went to Palm.
- Then a bunch of people went to Palm.
1258
01:25:32,127 --> 01:25:33,584
Yeah. Yeah.
1259
01:25:33,712 --> 01:25:36,375
- Was Steve pissed off?
- Oh, man. Yeah.
1260
01:25:36,506 --> 01:25:40,750
I gave my resignation.
It went up the chain, like you do.
1261
01:25:40,886 --> 01:25:45,256
And just sure as hell,
like 20 minutes later,
1262
01:25:45,432 --> 01:25:48,675
I get a call from Steve's admin,
"Steve wants to see you."
1263
01:25:49,895 --> 01:25:53,059
He sits down. He just kind of sits
there, and he looks at me.
1264
01:25:53,190 --> 01:25:56,604
And I start to kind of launch
into my little spiel that I had planned,
1265
01:25:56,735 --> 01:26:00,854
and he says, "You know
you fucked up Bluetooth, right?"
1266
01:26:00,989 --> 01:26:03,106
I just stopped. I'm like...
1267
01:26:03,325 --> 01:26:06,739
And then we go through
this half-hour mind fuck.
1268
01:26:06,870 --> 01:26:09,078
It becomes very "Godfather" - esque.
1269
01:26:09,206 --> 01:26:12,415
You know, "You're part of my family,
and Apple's my family,
1270
01:26:12,542 --> 01:26:14,249
and you don't want to leave my family."
1271
01:26:14,419 --> 01:26:18,333
And at the end, he says,
"If you choose to leave my family,"
1272
01:26:18,507 --> 01:26:23,172
should you decide to take so much
as one member of my family away from me,
1273
01:26:23,303 --> 01:26:25,420
"I will personally take you down."
1274
01:26:26,556 --> 01:26:28,593
To keep his family together,
1275
01:26:28,725 --> 01:26:33,561
Jobs was willing to let Apple bend
or even break the law.
1276
01:26:33,689 --> 01:26:36,853
In 2011, a class-action lawsuit
1277
01:26:36,983 --> 01:26:40,272
filed by more than
64,000 Silicon Valley workers
1278
01:26:40,445 --> 01:26:44,689
revealed that Jobs, along with
the CEOs of Google, Intel and Adobe
1279
01:26:44,825 --> 01:26:48,364
had colluded not to recruit
each other's employees.
1280
01:26:48,537 --> 01:26:51,655
If you're working there at Apple,
or wherever you're working,
1281
01:26:51,790 --> 01:26:54,749
you've got another company
that you might move to
1282
01:26:54,876 --> 01:26:57,789
and take your expertise with you
and earn more money at that company.
1283
01:26:57,921 --> 01:27:00,834
They won't accept your résumé.
They won't return your phone calls.
1284
01:27:00,966 --> 01:27:03,504
Right. Because they won't
let them poach each other.
1285
01:27:03,635 --> 01:27:06,048
- Correct.
- That's not a legitimate situation.
1286
01:27:06,179 --> 01:27:08,045
You know what some of
the strongest evidence was?
1287
01:27:08,181 --> 01:27:10,468
E-mails of the late, great Steve Jobs.
1288
01:27:10,600 --> 01:27:12,262
- Really?
- Tons of them, yes.
1289
01:27:17,733 --> 01:27:20,692
Less than a month after
Google co-founder Sergey Brin
1290
01:27:20,819 --> 01:27:22,856
received this threat from Jobs,
1291
01:27:22,988 --> 01:27:28,529
Google circulated a "do not cold
call" list that included Apple.
1292
01:27:28,660 --> 01:27:31,198
Two years later, Google tried again,
1293
01:27:31,329 --> 01:27:34,197
and Jobs e-mailed Google CEO
Eric Schmidt
1294
01:27:34,332 --> 01:27:36,745
to remind him of their
gentlemen's agreement.
1295
01:27:39,254 --> 01:27:41,587
Schmidt placated Jobs by assuring him
1296
01:27:41,715 --> 01:27:45,584
that the culprit would be fired
within the hour.
1297
01:27:45,719 --> 01:27:48,427
When Jobs learned
that the woman had been canned,
1298
01:27:48,680 --> 01:27:52,390
he showed his pleasure
in two efficient keystrokes.
1299
01:27:58,023 --> 01:28:01,266
Someone's going to come out
of the door. Do we want a shot of that?
1300
01:28:05,530 --> 01:28:08,022
Are you taking a picture
of the inside?
1301
01:28:08,158 --> 01:28:10,616
We're taking a picture
of the Apple logo on the door.
1302
01:28:10,744 --> 01:28:14,203
OK, we cannot have people
taking pictures.
1303
01:28:14,331 --> 01:28:16,072
Tonight, a Wall Street scandal
1304
01:28:16,208 --> 01:28:19,042
has reached deep into
an iconic American company,
1305
01:28:19,169 --> 01:28:20,705
the Apple Corporation.
1306
01:28:20,837 --> 01:28:23,295
It all centers on an alleged scheme
1307
01:28:23,423 --> 01:28:27,667
to under-report Apple's expenses
by $40 million,
1308
01:28:27,803 --> 01:28:29,544
including $20 million
1309
01:28:29,679 --> 01:28:33,218
that went straight to the company's
celebrity CEO Steve Jobs,
1310
01:28:33,391 --> 01:28:38,227
in the form of what are known
as backdated options.
1311
01:28:38,355 --> 01:28:42,895
I first met Steve Jobs shortly after
I became editor of Fortune magazine.
1312
01:28:43,944 --> 01:28:46,652
"And I said," Listen, we'd love to have
a good relationship with Apple
1313
01:28:46,780 --> 01:28:47,780
and do stories about you."
1314
01:28:47,906 --> 01:28:50,489
And he said, "Look,
this is how it's going to work."
1315
01:28:50,617 --> 01:28:52,779
"You know,
you want to do a story about us,
1316
01:28:52,911 --> 01:28:56,780
you call us up, propose it,
you know, we'll think about it."
1317
01:28:56,915 --> 01:28:59,783
"We'll basically
come up with the ideas with you,"
1318
01:28:59,918 --> 01:29:02,160
or come up with the ideas,
we'll call you,
1319
01:29:02,295 --> 01:29:06,960
"we'll figure out who the writer is going
to be on your staff to do the story."
1320
01:29:07,092 --> 01:29:11,211
And I said, "Well, you know, Steve,
that's not really how we do things."
1321
01:29:11,346 --> 01:29:13,429
And he goes, "That's how
you do things with Apple."
1322
01:29:14,432 --> 01:29:15,432
So I say to myself,
1323
01:29:15,517 --> 01:29:18,601
"Why don't we do a story
about the stock options?"
1324
01:29:18,728 --> 01:29:21,095
"Because no one's
really figured it out."
1325
01:29:21,231 --> 01:29:25,851
So, I decided to put one of our top
investigative reporters on the story,
1326
01:29:25,986 --> 01:29:26,986
Peter Elkind.
1327
01:29:27,112 --> 01:29:30,526
Steve Jobs had a very talented group
of key lieutenants around him.
1328
01:29:30,699 --> 01:29:34,989
And he wanted give his people stock
option grants that were so big,
1329
01:29:35,120 --> 01:29:37,328
that they wouldn't even think about
going somewhere else
1330
01:29:37,455 --> 01:29:39,367
because the upside was so enormous.
1331
01:29:39,499 --> 01:29:44,619
The key thing is if the stock goes up,
1332
01:29:44,754 --> 01:29:47,872
which we always hope it does,
1333
01:29:48,008 --> 01:29:53,299
then the golden handcuffs are
dramatically increased,
1334
01:29:53,430 --> 01:29:56,639
which is what I was hoping
would happen.
1335
01:29:57,517 --> 01:29:59,725
To make those option deals
even sweeter,
1336
01:29:59,853 --> 01:30:04,063
companies would allow executives
to buy stock on dates in the past
1337
01:30:04,190 --> 01:30:05,351
when the price was low
1338
01:30:05,483 --> 01:30:08,442
so executives could make
millions in the blink of an eye.
1339
01:30:08,570 --> 01:30:10,357
This was called "backdating."
1340
01:30:10,488 --> 01:30:12,320
And it seemed like
the perfect solution,
1341
01:30:12,532 --> 01:30:13,532
except for one thing.
1342
01:30:13,700 --> 01:30:16,943
If not properly reported,
backdating is illegal.
1343
01:30:17,078 --> 01:30:20,571
200 US public companies
are under investigation
1344
01:30:20,749 --> 01:30:24,914
over charges of backdated stock options
for their senior executives.
1345
01:30:26,296 --> 01:30:28,128
Backdating was a dicey game,
1346
01:30:28,256 --> 01:30:30,919
and it landed several executives
in jail for fraud,
1347
01:30:31,051 --> 01:30:34,544
but it became a frequent practice
at Apple under Jobs.
1348
01:30:34,721 --> 01:30:37,134
Apple eventually conducted
an internal investigation
1349
01:30:37,265 --> 01:30:38,551
and found thousands of cases
1350
01:30:38,725 --> 01:30:40,933
where stock options had been
handled inappropriately.
1351
01:30:41,061 --> 01:30:43,599
None of that had taken place
according to the company's own report
1352
01:30:43,855 --> 01:30:46,063
before Steve Jobs had returned there.
1353
01:30:46,191 --> 01:30:49,229
A key advisor on many of
the troubled backdating schemes
1354
01:30:49,361 --> 01:30:52,980
was a powerful Silicon Valley attorney,
Larry Sonsini.
1355
01:30:53,114 --> 01:30:55,197
Larry Sonsini had kind of
1356
01:30:55,325 --> 01:30:57,487
spread this dark art
in the world of Silicon Valley.
1357
01:30:57,619 --> 01:31:01,363
He's the guy who whispered to the CEOs
of all the top tech companies,
1358
01:31:01,539 --> 01:31:03,030
"Here's how you can do this."
1359
01:31:03,166 --> 01:31:05,909
He was certainly very close
to Steve Jobs.
1360
01:31:06,044 --> 01:31:09,537
Sonsini had known Jobs
since Apple went public in 1980
1361
01:31:09,714 --> 01:31:13,298
and had been a board member at Pixar
when it created a vast program
1362
01:31:13,426 --> 01:31:16,635
of brazenly backdated options
for top executives.
1363
01:31:16,805 --> 01:31:19,593
Yet despite Jobs's long history
with backdating,
1364
01:31:19,724 --> 01:31:23,092
Apple's own investigation,
led by Al Gore,
1365
01:31:23,228 --> 01:31:26,016
absolved Jobs of any wrongdoing.
1366
01:31:26,147 --> 01:31:28,855
Their conclusion was that
Steve Jobs didn't appreciate
1367
01:31:28,984 --> 01:31:31,522
the accounting implications
of the issue.
1368
01:31:31,653 --> 01:31:34,817
I know you're not an accountant,
but do you have an understanding
1369
01:31:34,990 --> 01:31:38,609
as to what generally accepted
accounting principles are?
1370
01:31:38,785 --> 01:31:40,447
Not really.
1371
01:31:40,578 --> 01:31:42,410
Jobs's accounting naiveté
1372
01:31:42,539 --> 01:31:45,407
would be challenged by
his own CFO, Fred Anderson.
1373
01:31:45,542 --> 01:31:48,000
A hero during Apple's comeback,
1374
01:31:48,128 --> 01:31:52,623
Anderson was one exec who
took the fall for backdating.
1375
01:31:52,799 --> 01:31:55,917
As Apple's chief financial officer,
Mr Anderson,
1376
01:31:56,052 --> 01:31:59,295
you had overall responsibility
to ensure that the company
1377
01:31:59,431 --> 01:32:03,095
complied with all financial
reporting requirements, true?
1378
01:32:03,226 --> 01:32:05,343
On advice of council,
1379
01:32:05,478 --> 01:32:09,563
I decline to answer based
on my Fifth Amendment rights.
1380
01:32:09,691 --> 01:32:11,273
When the SEC investigated,
1381
01:32:11,401 --> 01:32:14,610
Apple effectively
threw Anderson under the bus.
1382
01:32:14,779 --> 01:32:17,112
He was forced to resign
from Apple's board
1383
01:32:17,240 --> 01:32:20,404
and to pay $3.6 million in penalties.
1384
01:32:20,535 --> 01:32:24,279
But in a very unusual statement,
Anderson's lawyer made it clear
1385
01:32:24,414 --> 01:32:28,829
that Fred had relied on statements
by Jobs that turned out to be false
1386
01:32:28,960 --> 01:32:32,829
and that Anderson had explained
the dangers of backdating to Jobs.
1387
01:32:32,964 --> 01:32:37,550
Now, this contradicted exactly what
Jobs and the company had maintained
1388
01:32:37,677 --> 01:32:40,215
which was that Steve Jobs didn't
appreciate why this was a problem.
1389
01:32:40,346 --> 01:32:42,929
I think the notion
that Steve Jobs knew nothing
1390
01:32:43,058 --> 01:32:45,596
and Fred Anderson and Nancy Heinen
were entirely responsible
1391
01:32:45,852 --> 01:32:46,852
is ridiculous.
1392
01:32:47,979 --> 01:32:49,345
The company has confirmed
1393
01:32:49,481 --> 01:32:52,474
that Jobs himself
was awarded backdated options
1394
01:32:52,609 --> 01:32:55,602
that carried a false date
in October 2001.
1395
01:32:55,737 --> 01:32:58,571
According to Apple's own report
to the SEC,
1396
01:32:58,698 --> 01:33:03,159
"The award was" improperly recorded
as occurring at a special board meeting
1397
01:33:03,286 --> 01:33:06,870
when in fact such a board meeting
did not occur."
1398
01:33:06,998 --> 01:33:12,960
A fictitious board meeting
that awarded Jobs 7.5 million options.
1399
01:33:13,088 --> 01:33:15,045
Just what was going on?
1400
01:33:15,173 --> 01:33:17,165
At first, all fingers pointed
1401
01:33:17,300 --> 01:33:19,963
to another member
of the Apple comeback team,
1402
01:33:20,095 --> 01:33:21,757
General Counsel Nancy Heinen,
1403
01:33:21,930 --> 01:33:25,514
who had certified the minutes
of the phony board meeting.
1404
01:33:25,642 --> 01:33:28,885
Like Anderson,
Heinen would settle with the SEC
1405
01:33:29,020 --> 01:33:31,683
without admitting or denying guilt.
1406
01:33:31,856 --> 01:33:37,147
But her silence raised questions.
Would she have just decided on her own
1407
01:33:37,278 --> 01:33:41,898
to fake a board meeting
in order to enrich Steve Jobs?
1408
01:33:42,033 --> 01:33:44,070
Who wanted this done?
1409
01:33:45,578 --> 01:33:51,074
As we've seen in the discussions
of the past hour,
1410
01:33:51,209 --> 01:33:55,954
I spent a lot of time trying
to take care of people at Apple
1411
01:33:56,089 --> 01:34:02,962
and to, you know,
surprise and delight them
1412
01:34:03,096 --> 01:34:08,342
with what a career at Apple
could mean to them and their families.
1413
01:34:09,310 --> 01:34:13,350
And I felt that the board wasn't
really doing the same with me.
1414
01:34:13,481 --> 01:34:17,316
- Right.
- So I was...
1415
01:34:20,697 --> 01:34:24,566
hurt, I suppose would be
the most accurate word.
1416
01:34:24,701 --> 01:34:27,990
I'd been working, you know,
I don't know,
1417
01:34:28,121 --> 01:34:30,613
four years, five years of my life,
1418
01:34:30,748 --> 01:34:34,583
and not seeing my family
very much and stuff.
1419
01:34:34,711 --> 01:34:37,169
And I just felt like
1420
01:34:37,297 --> 01:34:40,131
there's nobody looking out
for me here, you know?
1421
01:34:40,258 --> 01:34:41,419
Right. OK.
1422
01:34:41,551 --> 01:34:47,843
So, I wanted them to do something,
and so we talked about it.
1423
01:34:48,016 --> 01:34:51,134
There's no question that
the directives came from him.
1424
01:34:51,269 --> 01:34:53,602
Yet, when the SEC investigated,
1425
01:34:53,730 --> 01:34:56,973
it was as if he was immune.
1426
01:34:58,026 --> 01:35:01,940
I'd wished they'd have come to me
and said,
1427
01:35:02,071 --> 01:35:05,690
"Steve, we've got this new grant
for you,"
1428
01:35:05,825 --> 01:35:08,693
without me having to suggest anything
1429
01:35:08,828 --> 01:35:12,947
or be involved in anything
or negotiate anything.
1430
01:35:13,082 --> 01:35:16,120
That would have been much better
from the company's point of view
1431
01:35:16,252 --> 01:35:23,045
because it would have made me
feel better at that time.
1432
01:35:24,886 --> 01:35:26,673
According to one analyst,
1433
01:35:26,804 --> 01:35:28,761
if Jobs had gone to jail
for backdating,
1434
01:35:28,890 --> 01:35:32,850
the company's value would have
dropped by $22 billion.
1435
01:35:35,521 --> 01:35:37,979
But Jobs was Apple's indispensable man,
1436
01:35:38,107 --> 01:35:43,353
and Apple, Silicon Valley's
indispensable company.
1437
01:35:43,488 --> 01:35:46,981
A cornerstone
of the entire American economy.
1438
01:35:47,116 --> 01:35:49,859
But just how American was Apple?
1439
01:35:51,496 --> 01:35:54,239
Do you swear that the testimony
you're about to give will be...
1440
01:35:54,374 --> 01:35:56,832
When the US Senate
questioned Jobs's successor,
1441
01:35:57,001 --> 01:35:59,493
Tim Cook,
about the company's tax practices,
1442
01:35:59,629 --> 01:36:03,088
many of the subcommittee members
took a moment to state,
1443
01:36:03,216 --> 01:36:08,086
for the record, just how tough
they were willing to be.
1444
01:36:08,221 --> 01:36:13,762
I love Apple, and I'm very proud
of Apple as an American company.
1445
01:36:13,893 --> 01:36:17,307
Apple is an American success story.
1446
01:36:17,522 --> 01:36:22,392
Its products are justifiably well-known
and used throughout the world.
1447
01:36:22,527 --> 01:36:25,861
Just like millions around the world,
I carry an iPhone in my pocket.
1448
01:36:26,030 --> 01:36:27,862
What may not be so well-known
1449
01:36:28,032 --> 01:36:32,402
is that Apple also has a highly
developed tax-avoidance system,
1450
01:36:32,537 --> 01:36:36,577
a system through which it has
amassed more than $100 billion
1451
01:36:36,708 --> 01:36:39,621
in off-shore cash in a tax haven.
1452
01:36:41,796 --> 01:36:45,164
Apple found its tax haven
in the green fields of Ireland
1453
01:36:45,300 --> 01:36:49,294
where Jobs and his team set up
holding companies in the early 1980s.
1454
01:36:49,429 --> 01:36:52,467
The scheme is known as
a "Double Irish".
1455
01:36:53,683 --> 01:36:55,390
Holly Hill industrial estate
1456
01:36:55,518 --> 01:36:58,226
can scarcely be compared
to California's Silicon Valley.
1457
01:36:58,354 --> 01:37:02,564
There is the feeling that Apple of Cork
may become something of a Silicon Hill.
1458
01:37:07,405 --> 01:37:12,946
Today, Apple holds more than
$137 billion of its profits overseas.
1459
01:37:13,119 --> 01:37:18,080
Much of it in two small Irish
companies, one with no employees.
1460
01:37:18,207 --> 01:37:22,372
While the actual cash is held
and invested by New York banks,
1461
01:37:22,503 --> 01:37:26,338
the paper profits are steered
through an office park in Reno, Nevada,
1462
01:37:26,466 --> 01:37:31,257
and then back to the Emerald Isle
where it's taxed at rates less than 1%.
1463
01:37:32,388 --> 01:37:34,596
Senator, we're proud
that all of our R&D,
1464
01:37:34,724 --> 01:37:36,807
or the vast majority of it,
is in the United States.
1465
01:37:36,934 --> 01:37:40,018
I know, but the profits that
result from it are sitting in Ireland
1466
01:37:40,188 --> 01:37:43,852
in corporations that you control
that don't pay taxes.
1467
01:37:44,025 --> 01:37:48,486
Part of the mythology
of these new companies
1468
01:37:48,613 --> 01:37:53,699
was that they in some way reflected
something about America.
1469
01:37:55,119 --> 01:37:58,829
Both Google and Apple
have played on the idea
1470
01:37:58,956 --> 01:38:02,245
of political virtue as part
of selling their company.
1471
01:38:02,377 --> 01:38:09,170
So then to find out they weren't about
political virtue is distressing.
1472
01:38:14,055 --> 01:38:19,016
Steve Jobs said he wanted
to change the world, but into what?
1473
01:38:20,144 --> 01:38:23,763
Companies all over the world
make choices on how to treat workers,
1474
01:38:23,898 --> 01:38:26,891
what to give back
and where to put their money.
1475
01:38:27,026 --> 01:38:29,188
What were Steve's choices?
1476
01:38:29,320 --> 01:38:32,438
In meditation, he found simplicity.
1477
01:38:32,573 --> 01:38:38,194
He loved the idea of "Be Here Now."
But where was "here?"
1478
01:38:39,747 --> 01:38:42,865
Ladies and gentlemen,
we have just landed
1479
01:38:43,000 --> 01:38:46,084
at Beijing International Airport.
1480
01:38:53,469 --> 01:38:56,678
I thought it was important
to cover China
1481
01:38:56,806 --> 01:39:01,267
because Apple has
all of its products made there.
1482
01:39:01,394 --> 01:39:04,307
I mean,
they design their own products,
1483
01:39:04,439 --> 01:39:06,772
but the manufacturing is done in China,
1484
01:39:06,899 --> 01:39:10,768
and so it's caught up in another
country's industrial revolution.
1485
01:39:10,903 --> 01:39:13,646
And a lot of that is
out of Apple's control.
1486
01:39:19,662 --> 01:39:22,700
Four workers died
and 77 were wounded
1487
01:39:22,832 --> 01:39:25,916
in explosions
at two Apple supplier factories
1488
01:39:26,043 --> 01:39:28,126
caused by careless safety procedures.
1489
01:39:29,505 --> 01:39:31,747
The solvents used to sparkle
Apple's touch screens
1490
01:39:31,883 --> 01:39:35,376
were powerful but dangerous,
causing nerve damage
1491
01:39:35,511 --> 01:39:39,425
that led to weakness
and loss of touch in workers.
1492
01:39:39,557 --> 01:39:44,302
They complained about low wages
and pressure to meet Apple's deadlines.
1493
01:39:45,354 --> 01:39:48,142
In the Chinese factories
of many tech companies,
1494
01:39:48,316 --> 01:39:50,273
copper, chromium
and other heavy metals
1495
01:39:50,401 --> 01:39:54,361
saturate the run-off that flows
into local waterways.
1496
01:39:54,489 --> 01:39:56,651
Sometimes chemical levels
are so high
1497
01:39:56,782 --> 01:39:59,616
that sewage treatment plants
can't adequately clean the water
1498
01:39:59,744 --> 01:40:01,827
for it ever to be used again.
1499
01:40:03,915 --> 01:40:09,411
In 2010, Chinese activist Ma Jun
contacted all the tech manufacturers
1500
01:40:09,545 --> 01:40:13,505
to discuss the issue
and even wrote to Jobs personally.
1501
01:40:13,633 --> 01:40:17,923
All the companies ultimately responded
except one. Apple.
1502
01:40:18,054 --> 01:40:20,717
It wasn't until Jobs left the company
1503
01:40:20,848 --> 01:40:24,057
that Apple even agreed
to speak to Ma Jun.
1504
01:40:29,982 --> 01:40:32,269
Foxconn is Apple's top supplier,
1505
01:40:32,401 --> 01:40:36,771
so it all goes downhill from there
in terms of the standards,
1506
01:40:36,906 --> 01:40:38,488
in terms of everything.
1507
01:40:40,535 --> 01:40:43,653
These young people
come from the countryside
1508
01:40:43,788 --> 01:40:49,284
under unimaginably poor conditions,
looking for a better life.
1509
01:40:54,173 --> 01:40:56,916
Sun Danyong, nicknamed Yong,
1510
01:40:57,051 --> 01:40:59,839
came to Foxconn
from a small mountain village.
1511
01:41:02,473 --> 01:41:04,681
Placed in the product
communications department,
1512
01:41:04,809 --> 01:41:08,177
he was responsible for the security
of iPhone prototypes
1513
01:41:08,437 --> 01:41:10,929
bound for Apple's headquarters
in Silicon Valley.
1514
01:41:11,065 --> 01:41:17,357
In 2009, an iPhone 4 prototype
went missing on Yong's watch.
1515
01:41:24,745 --> 01:41:28,489
Sun Danyong was
the first factory worker
1516
01:41:28,624 --> 01:41:31,037
who came under the spotlight.
1517
01:41:31,168 --> 01:41:37,381
What makes his story incredibly vivid
is that in today's day and age,
1518
01:41:37,508 --> 01:41:41,047
there's CCTV cameras recording
where his movements were.
1519
01:41:41,178 --> 01:41:45,798
He had a conversation with his friends
on the Chinese Twitter site,
1520
01:41:45,933 --> 01:41:49,847
and you could really track
what had happened.
1521
01:41:50,855 --> 01:41:53,017
Yong searched
high and low for the prototype
1522
01:41:53,232 --> 01:41:56,396
before reporting it missing
to Foxconn security.
1523
01:41:57,111 --> 01:42:00,275
That evening, officials took him
into an interrogation room
1524
01:42:00,448 --> 01:42:01,905
where he was assaulted
1525
01:42:02,033 --> 01:42:05,617
and was told police would arrive
the next morning to question him.
1526
01:42:06,662 --> 01:42:10,952
Yong was finally permitted
to leave the factory at 10:41pm.
1527
01:42:11,083 --> 01:42:13,450
He wandered to an internet cafe
1528
01:42:13,586 --> 01:42:16,795
where he chatted online
with his friends.
1529
01:42:32,772 --> 01:42:35,640
He logged off
around 1:30 in the morning.
1530
01:42:37,026 --> 01:42:39,894
Soon after, security cameras
spotted him in an elevator
1531
01:42:40,029 --> 01:42:42,817
in his apartment complex.
1532
01:42:42,948 --> 01:42:46,191
He got out on the 12th floor
and texted his girlfriend.
1533
01:43:02,927 --> 01:43:09,720
At 3:33am, security cameras recorded
Sun Danyong jumping to his death.
1534
01:43:15,648 --> 01:43:19,517
Over a period of two years or so,
there were 18 suicides.
1535
01:43:19,652 --> 01:43:24,989
Foxconn set up these nets
to catch people who fall off.
1536
01:43:25,116 --> 01:43:27,403
People were jumping
off of the buildings,
1537
01:43:27,535 --> 01:43:29,822
so they were going to
prevent people from dying
1538
01:43:29,954 --> 01:43:32,992
by having safety nets to catch them.
1539
01:43:38,963 --> 01:43:41,797
You know, they've had,
if you count the attempted suicides,
1540
01:43:41,924 --> 01:43:43,881
13 so far this year.
1541
01:43:44,009 --> 01:43:49,721
And while that is still...
They have 400,000 people at this place.
1542
01:43:49,849 --> 01:43:53,843
So, 13 out of 400,000
is 26 per year so far.
1543
01:43:53,978 --> 01:44:00,100
For 400,000 people or, you know,
let's say seven per 100,000 people,
1544
01:44:00,234 --> 01:44:04,319
that's still under the US suicide rate
of 11 per 100,000 people,
1545
01:44:04,488 --> 01:44:06,104
but it's really troubling.
1546
01:44:06,240 --> 01:44:08,152
Right. It's in one place, too.
1547
01:44:08,284 --> 01:44:10,697
Well, you measure it
by number of people.
1548
01:44:10,911 --> 01:44:14,825
You measure it by numbers of people.
So, we're all over this.
1549
01:44:14,957 --> 01:44:18,701
And it's... It's very troubling.
1550
01:44:18,836 --> 01:44:22,329
So, we're over there trying
to understand what's happening,
1551
01:44:22,506 --> 01:44:24,998
and more importantly,
trying to understand how we can help.
1552
01:44:31,015 --> 01:44:34,725
Apple isn't the only company
to manufacture in China,
1553
01:44:34,894 --> 01:44:38,808
but it is different in one way.
Its enormous profit margin.
1554
01:44:38,939 --> 01:44:43,024
The profit on every iPhone 4
was over $300.
1555
01:44:43,194 --> 01:44:48,110
Yet Apple paid its Chinese workforce
less than $12 per phone.
1556
01:44:48,240 --> 01:44:51,950
If Jobs had really "thought different,"
shouldn't he have cared more
1557
01:44:52,077 --> 01:44:53,909
about the people
who touched the iPhones
1558
01:44:54,038 --> 01:44:58,032
before they appeared in
the hands of Apple's customers?
1559
01:45:06,133 --> 01:45:09,968
When I was writing
critical stories about Apple,
1560
01:45:10,095 --> 01:45:13,259
the mail would be 80% hate mail.
1561
01:45:15,559 --> 01:45:21,146
Even the most reasoned,
judicious criticism
1562
01:45:21,273 --> 01:45:27,395
about labor practices in China,
for crying out loud, it didn't matter.
1563
01:45:27,571 --> 01:45:30,063
People didn't want to hear it.
1564
01:45:30,199 --> 01:45:33,943
They loved this company.
They loved its products.
1565
01:45:34,078 --> 01:45:37,697
They loved the status symbol
of having these things in their hand
1566
01:45:37,832 --> 01:45:41,246
and looking at it all the time,
and it just felt cool,
1567
01:45:41,377 --> 01:45:46,122
and they'd stood in line for two days
to buy one,
1568
01:45:46,257 --> 01:45:48,670
and they didn't want to hear it.
1569
01:45:54,431 --> 01:45:57,765
I was one of those people
who had to have an iPhone.
1570
01:45:57,893 --> 01:46:00,601
I didn't want
to hear about other products,
1571
01:46:00,729 --> 01:46:02,470
and I believed against all reason
1572
01:46:02,648 --> 01:46:06,016
that owning an iPhone made me
part of something better.
1573
01:46:06,151 --> 01:46:09,986
And when it was in my pocket,
for every idle moment,
1574
01:46:10,114 --> 01:46:14,529
my hand was drawn to it,
like Frodo's hand to the ring.
1575
01:46:15,411 --> 01:46:18,404
The real magic of it
is that these myths
1576
01:46:18,539 --> 01:46:24,001
are surrounding a company
that makes phones.
1577
01:46:25,504 --> 01:46:27,917
A phone is not a mythical device.
1578
01:46:29,091 --> 01:46:31,083
Um...
1579
01:46:31,218 --> 01:46:38,842
And it sort of makes you wonder
less about Apple than about us.
1580
01:46:40,561 --> 01:46:43,850
The myth-making
around technology in general
1581
01:46:43,981 --> 01:46:50,854
allows the technologist to do things
that would be viewed as heinous
1582
01:46:50,988 --> 01:46:54,152
if they were done
by other kinds of companies.
1583
01:46:56,160 --> 01:46:58,402
This is a story that's amazing.
1584
01:46:58,537 --> 01:47:03,032
It's got theft, it's got buying
stolen property, it's got extortion.
1585
01:47:03,167 --> 01:47:05,830
I'm sure there's sex
in there somewhere, you know?
1586
01:47:05,961 --> 01:47:07,327
Really?
1587
01:47:07,463 --> 01:47:10,456
So somebody should make
a movie out of this.
1588
01:47:10,591 --> 01:47:13,049
If you were to make a movie
about it,
1589
01:47:13,177 --> 01:47:16,670
the first scene would be set in
a beer garden in Silicon Valley.
1590
01:47:16,805 --> 01:47:19,593
As he swilled a few steins of Pilsner,
1591
01:47:19,767 --> 01:47:23,226
Apple's Gray Powell was testing out
a new iPhone prototype.
1592
01:47:25,105 --> 01:47:28,598
But when Powell staggered
out of the bar, he forgot one thing.
1593
01:47:28,776 --> 01:47:30,517
The iPhone.
1594
01:47:30,694 --> 01:47:35,814
It was found on a bar stool
by a college student named Brian Hogan.
1595
01:47:37,159 --> 01:47:39,071
And this e-mail
comes into our tip box,
1596
01:47:39,203 --> 01:47:43,538
and there was this guy claiming
that he had this new iPhone prototype.
1597
01:47:43,707 --> 01:47:47,872
Getting inside Apple's security fort,
1598
01:47:48,003 --> 01:47:50,461
and look at something
that is under wrap.
1599
01:47:50,589 --> 01:47:54,424
But back then, when Steve Jobs was
at the helm and in his full power,
1600
01:47:54,551 --> 01:47:56,543
it was impossible
to get anything from them.
1601
01:47:56,720 --> 01:47:58,632
It was incredibly exciting.
1602
01:47:58,806 --> 01:48:01,719
At that point, Apple didn't have
a whole lot of leaks.
1603
01:48:01,850 --> 01:48:04,843
And then I go to Nick and I say,
1604
01:48:04,979 --> 01:48:08,063
"We think it's the real thing,
and they want their money."
1605
01:48:08,190 --> 01:48:10,182
And Nick said, "Anything you want."
1606
01:48:10,317 --> 01:48:14,106
For us, there's no question
as to whether we write the story or not.
1607
01:48:14,238 --> 01:48:17,402
That's what was so disturbing,
I think, to Steve Jobs,
1608
01:48:17,533 --> 01:48:19,775
was that he'd been used to having
1609
01:48:19,910 --> 01:48:22,323
a much more controlled
relationship with the press.
1610
01:48:22,454 --> 01:48:25,162
Our plan was to take pictures of it,
1611
01:48:25,290 --> 01:48:28,499
write about it,
and then return it back to Apple.
1612
01:48:28,627 --> 01:48:31,165
Hey, I'm Jason Chen.
This is the new iPhone.
1613
01:48:31,296 --> 01:48:33,333
Here are some of the new features.
1614
01:48:33,465 --> 01:48:36,879
In the beginning, it was OK.
Only nerds looking at it, I guess.
1615
01:48:37,011 --> 01:48:38,422
And then the story
started to pick up.
1616
01:48:40,514 --> 01:48:43,848
You know, it was the biggest
scoop in tech in history.
1617
01:48:46,228 --> 01:48:49,312
"Hi, this is Steve Jobs.
I want my phone back."
1618
01:48:49,440 --> 01:48:51,557
And it was
in a really charming voice.
1619
01:48:51,692 --> 01:48:55,936
And it's same way you'd ask for,
you know, a hat you'd lent a friend.
1620
01:48:56,071 --> 01:49:00,782
I'd met him a couple of times before.
It was his voice, unmistakably.
1621
01:49:00,909 --> 01:49:02,400
He said, "You know, I'm not mad at you."
1622
01:49:02,536 --> 01:49:04,573
"It's someone we worked with
who lost it."
1623
01:49:04,705 --> 01:49:06,697
"But you've had your fun,
and we need this phone back
1624
01:49:06,874 --> 01:49:08,490
before it gets into the wrong hands."
1625
01:49:08,625 --> 01:49:12,118
And at that point, I was thinking,
"Isn't it already in the wrong hands?"
1626
01:49:17,551 --> 01:49:21,886
Nick at that moment said,
"Ask for a letter."
1627
01:49:22,014 --> 01:49:24,006
"Ask for an official letter
asking for it."
1628
01:49:24,141 --> 01:49:26,679
"We need the actual confirmation
that this is the real thing."
1629
01:49:26,894 --> 01:49:29,932
The next call,
he said he didn't want to claim it.
1630
01:49:30,064 --> 01:49:32,226
He really changed his tone
at that point,
1631
01:49:32,357 --> 01:49:34,974
because it would affect
the sales of the current model,
1632
01:49:35,194 --> 01:49:36,901
which is kind of disappointing,
you know?
1633
01:49:37,029 --> 01:49:39,521
You hear all these stories about
this guy not caring about money.
1634
01:49:39,656 --> 01:49:42,069
And he goes,
"This is some serious shit."
1635
01:49:42,201 --> 01:49:45,114
"If I have to serve you papers,
I'm coming for something,
1636
01:49:45,245 --> 01:49:48,079
and it's going to mean someone in your
organization is going to go to jail."
1637
01:49:48,207 --> 01:49:51,291
For a reporter who's got a chip
on his shoulder against corporations,
1638
01:49:51,418 --> 01:49:55,037
that's like,
"Martyr me. Please, martyr me."
1639
01:49:55,172 --> 01:49:59,257
"I'll go to jail for an iPhone.
Like, really."
1640
01:49:59,384 --> 01:50:03,219
He called back later and he said,
"OK, we'll get you the letter,"
1641
01:50:03,347 --> 01:50:05,555
and he was just resigned and cold.
1642
01:50:05,682 --> 01:50:08,720
So, they sent us the letter,
and they sent a lawyer from Apple
1643
01:50:08,894 --> 01:50:11,227
to Jason's house to pick up the phone.
1644
01:50:11,355 --> 01:50:13,563
It was a very cold exchange.
1645
01:50:13,732 --> 01:50:16,270
He said, "I believe you have
something of mine," or something.
1646
01:50:16,401 --> 01:50:19,485
And I handed it to him, and he said,
"Thank you very much," and he left.
1647
01:50:19,613 --> 01:50:22,481
Was that the end of it,
as far as Apple was concerned?
1648
01:50:22,616 --> 01:50:23,948
No, of course not.
1649
01:50:24,076 --> 01:50:27,695
Then all the nightmares started.
1650
01:50:54,773 --> 01:50:58,517
The cops had to bash in the guy's door?
1651
01:50:58,652 --> 01:51:01,941
Don't they know there's an app for that?
1652
01:51:02,072 --> 01:51:04,439
Anyone who'd worked
with Jobs before
1653
01:51:04,575 --> 01:51:07,693
would know of other instances
where he'd been a bully.
1654
01:51:07,828 --> 01:51:10,616
But this was probably
the most public evidence of bullying.
1655
01:51:11,832 --> 01:51:15,451
My wife and I went out for dinner.
We came back home,
1656
01:51:15,586 --> 01:51:18,124
and we noticed the garage door
was slightly opened.
1657
01:51:18,255 --> 01:51:21,623
You know, and I was wondering,
"What's going on?"
1658
01:51:21,758 --> 01:51:24,501
And I opened it all the way,
and I noticed there were people inside.
1659
01:51:24,678 --> 01:51:28,171
And I thought, you know,
"Holy crap, I'm being robbed."
1660
01:51:28,307 --> 01:51:30,765
And then I looked closer
and realized it was cops.
1661
01:51:33,061 --> 01:51:35,769
The cops seized boxes
of Chen's personal property
1662
01:51:35,939 --> 01:51:38,682
including four computers,
two cellphones
1663
01:51:38,817 --> 01:51:41,400
and a box of his business cards.
1664
01:51:43,155 --> 01:51:48,196
For the Gizmodo movie, this raised
questions of plot and motivation.
1665
01:51:48,327 --> 01:51:53,243
Why break down Chen's door
after he returned the iPhone?
1666
01:51:53,373 --> 01:51:57,413
They showed me the warrant
to search the premises and said,
1667
01:51:57,544 --> 01:51:59,331
"We're part of the REACT team."
1668
01:51:59,463 --> 01:52:02,581
After they searched the house,
obviously I went and Googled it.
1669
01:52:02,716 --> 01:52:04,753
The officers
who raided Chen's apartment
1670
01:52:04,885 --> 01:52:08,424
were part of a little-known criminal
task force called REACT,
1671
01:52:08,555 --> 01:52:11,764
composed of local, state
and federal officials
1672
01:52:11,892 --> 01:52:15,385
on the lookout for corporate espionage
in Silicon Valley.
1673
01:52:17,397 --> 01:52:20,310
My initial response was,
"This is cool. It's Apple."
1674
01:52:21,401 --> 01:52:23,188
Chris Feasel was the deputy DA
1675
01:52:23,320 --> 01:52:25,858
advising REACT on the case.
1676
01:52:26,031 --> 01:52:28,023
After the raid on Chen's apartment,
1677
01:52:28,158 --> 01:52:31,492
Feasel was received at Apple
by Jobs himself.
1678
01:52:31,620 --> 01:52:35,660
He was very, very nice,
very high-energy.
1679
01:52:36,625 --> 01:52:39,709
We had a back-and-forth about
what he wanted to see happen
1680
01:52:39,836 --> 01:52:42,328
versus what some of the realities were
about doing a prosecution.
1681
01:52:42,464 --> 01:52:46,583
He was very supportive about whatever
choices that we made on the case.
1682
01:52:46,718 --> 01:52:48,755
Where do people
come down on this?
1683
01:52:48,887 --> 01:52:51,800
- Where do you come down on it?
- Well, I can just tell you what...
1684
01:52:51,932 --> 01:52:58,270
There is an ongoing investigation
by the DA, and I'm not current on it.
1685
01:52:58,397 --> 01:53:01,936
He was very involved in it
and very interested in it
1686
01:53:02,067 --> 01:53:03,649
and wanted to be kept abreast
1687
01:53:03,777 --> 01:53:06,019
about what was going on
in the investigation.
1688
01:53:06,947 --> 01:53:10,440
Jobs had every reason to
expect that he would be kept informed
1689
01:53:10,575 --> 01:53:13,613
because REACT wasn't
a purely government agency.
1690
01:53:13,745 --> 01:53:15,077
It had a steering committee
1691
01:53:15,247 --> 01:53:19,207
composed of many of the major
companies in the Valley.
1692
01:53:19,376 --> 01:53:22,790
In a town so completely dominated
by the tech industry,
1693
01:53:22,921 --> 01:53:25,288
had law enforcement become the muscle
1694
01:53:25,424 --> 01:53:27,837
for the largest corporations
in the world?
1695
01:53:31,263 --> 01:53:38,352
He was very, very adamant
and very passionate about his creation.
1696
01:53:38,478 --> 01:53:42,142
And the only analogy I can think of is
if somebody stole your baby,
1697
01:53:42,316 --> 01:53:44,182
you would be very upset about it.
1698
01:53:44,401 --> 01:53:48,862
That's how Mr Jobs felt.
Somebody had taken his baby.
1699
01:53:51,366 --> 01:53:53,323
In spite of pressure from Apple,
1700
01:53:53,452 --> 01:53:56,445
the DA decided
not to pursue the charges against Chen
1701
01:53:56,580 --> 01:53:59,243
because he hadn't received
stolen property.
1702
01:53:59,374 --> 01:54:01,582
He was a journalist doing a story.
1703
01:54:02,961 --> 01:54:06,796
When this whole thing
with Gizmodo happened,
1704
01:54:06,923 --> 01:54:11,714
I got a lot of advice
from people that said,
1705
01:54:11,845 --> 01:54:18,137
"You shouldn't go after a journalist
because they bought stolen property,
1706
01:54:18,268 --> 01:54:22,558
and they tried to extort you.
You should let it slide."
1707
01:54:22,689 --> 01:54:27,104
"Apple's a big company now.
You don't want the PR."
1708
01:54:27,235 --> 01:54:29,192
"You should let it slide."
1709
01:54:29,321 --> 01:54:34,487
And I thought deeply about this,
and I ended up concluding
1710
01:54:34,618 --> 01:54:37,702
that the worst thing
that could possibly happen
1711
01:54:37,829 --> 01:54:42,324
as we get big and we get
a little more influence in the world,
1712
01:54:42,459 --> 01:54:48,877
is if we change our core values
and start letting it slide.
1713
01:54:49,049 --> 01:54:53,214
I can't do that. I'd rather quit.
1714
01:54:54,304 --> 01:54:57,342
What values
was Jobs talking about?
1715
01:54:57,474 --> 01:55:02,469
When Apple was taking on IBM,
it was David versus Goliath.
1716
01:55:02,646 --> 01:55:08,017
But when Apple became Goliath,
to whom was Jobs giving the finger?
1717
01:55:12,656 --> 01:55:17,492
The sad thing is that how many
months did he have left after that?
1718
01:55:17,619 --> 01:55:22,990
This was a guy who knew,
who knew at the time,
1719
01:55:23,166 --> 01:55:30,164
he was dying, and he dedicated,
what, ten minutes of his life
1720
01:55:30,298 --> 01:55:33,336
to talk about these guys
who found a phone in a bar
1721
01:55:33,468 --> 01:55:38,259
and then published a story about it?
Isn't that a little bit strange?
1722
01:55:41,435 --> 01:55:45,019
My third story is about death.
1723
01:55:46,064 --> 01:55:50,058
About a year ago,
I was diagnosed with cancer.
1724
01:55:50,235 --> 01:55:52,227
I had a scan at 7:30 in the morning,
1725
01:55:52,362 --> 01:55:55,446
and it clearly showed
a tumor on my pancreas.
1726
01:55:55,574 --> 01:55:57,566
I didn't even know
what a pancreas was.
1727
01:55:57,701 --> 01:55:59,283
The doctors told me
1728
01:55:59,411 --> 01:56:03,405
this was almost certainly
a type of cancer that is incurable,
1729
01:56:03,540 --> 01:56:07,625
and that I should expect to live
no longer than three to six months.
1730
01:56:07,752 --> 01:56:12,338
My doctor advised me to go home
and get my affairs in order,
1731
01:56:12,507 --> 01:56:15,841
which is doctor's code
for "prepare to die."
1732
01:56:15,969 --> 01:56:17,756
It means to try and tell your kids
1733
01:56:17,888 --> 01:56:21,723
everything you thought you'd have
the next ten years to tell them
1734
01:56:21,850 --> 01:56:23,307
in just a few months.
1735
01:56:23,435 --> 01:56:28,601
I lived with that diagnosis all day.
Later that evening, I had a biopsy.
1736
01:56:28,732 --> 01:56:32,066
I was sedated, but my wife,
who was there,
1737
01:56:32,277 --> 01:56:35,441
told me that when they viewed the cells
under a microscope,
1738
01:56:35,572 --> 01:56:38,280
the doctors started crying
because it turned out to be
1739
01:56:38,408 --> 01:56:42,743
a very rare form of pancreatic cancer
that is curable with surgery.
1740
01:56:42,871 --> 01:56:46,490
I had the surgery
and, thankfully, I'm fine now.
1741
01:56:50,128 --> 01:56:52,836
Steve Jobs talked about
his cancer very emotionally
1742
01:56:52,964 --> 01:56:56,548
at the Stanford graduation ceremony
in 2005.
1743
01:56:56,676 --> 01:56:58,668
And he very clearly told the story
1744
01:56:58,803 --> 01:57:01,341
to make it sound as though
he had been diagnosed
1745
01:57:01,515 --> 01:57:04,303
and moved immediately to surgery,
and been cured.
1746
01:57:04,434 --> 01:57:05,720
That simply wasn't true.
1747
01:57:05,852 --> 01:57:09,436
What I found out, over a period
of months of reporting,
1748
01:57:09,564 --> 01:57:12,307
was that Steve Jobs actually
had been diagnosed with cancer
1749
01:57:12,442 --> 01:57:16,186
nine months earlier, and that
for a period of nine months,
1750
01:57:16,363 --> 01:57:19,822
he had refused to have the surgery
that every medical expert said
1751
01:57:19,950 --> 01:57:22,613
was necessary to increase
his prospects for survival.
1752
01:57:22,744 --> 01:57:24,736
Instead of having the surgery,
1753
01:57:24,871 --> 01:57:28,581
he had sought
alternative medicine approaches
1754
01:57:28,708 --> 01:57:30,791
to try to cure himself of cancer.
1755
01:57:31,962 --> 01:57:34,705
Entrepreneurs have
an almost pathological need
1756
01:57:34,839 --> 01:57:36,751
to control their own fate.
1757
01:57:36,883 --> 01:57:38,169
They'll take any suffering
1758
01:57:38,301 --> 01:57:40,133
if they can just be in charge
of their destiny
1759
01:57:40,303 --> 01:57:42,295
and not have it
in somebody else's hands.
1760
01:57:42,430 --> 01:57:47,516
Apple's stock has been
volatile on rumors about Jobs's health.
1761
01:57:47,644 --> 01:57:49,852
The company's stock
was halted for a time,
1762
01:57:49,980 --> 01:57:53,690
then took a big hit when it re-opened
in after-hours trading.
1763
01:57:53,817 --> 01:57:55,774
Apple's share prices have dropped
1764
01:57:55,902 --> 01:57:58,815
with every pound
that Jobs has lost in recent months.
1765
01:58:00,198 --> 01:58:02,656
Apple really landed
into a dicey situation
1766
01:58:02,784 --> 01:58:04,616
when Steve decided
to issue a letter saying,
1767
01:58:04,744 --> 01:58:06,610
"Well, you know,
nothing's wrong with me."
1768
01:58:06,746 --> 01:58:09,238
"It's just a minor problem,"
And it wasn't a minor problem.
1769
01:58:10,667 --> 01:58:14,160
Steve Jobs made a point
of withholding from the world
1770
01:58:14,337 --> 01:58:16,795
that he faced this illness.
1771
01:58:16,923 --> 01:58:18,710
That's something
investors want to know,
1772
01:58:18,842 --> 01:58:20,549
because when you
bought Apple stock then,
1773
01:58:20,719 --> 01:58:22,631
you were buying into Steve Jobs.
1774
01:58:22,804 --> 01:58:26,218
He was obligated
to tell shareholders right away
1775
01:58:26,349 --> 01:58:27,840
about this serious illness.
1776
01:58:29,019 --> 01:58:31,727
You do personally
want to give Steve the privacy,
1777
01:58:31,855 --> 01:58:34,814
but Steve put the spotlight on him,
1778
01:58:34,941 --> 01:58:38,730
and you can't turn that off
just because it's inconvenient.
1779
01:58:41,615 --> 01:58:44,358
After the story came out,
I saw Steve.
1780
01:58:44,492 --> 01:58:47,075
He started talking about Apple,
and he said,
1781
01:58:47,203 --> 01:58:51,447
"You know, Apple is really a company
that doesn't have any divisions."
1782
01:58:51,583 --> 01:58:53,700
"We don't have all this bureaucracy."
1783
01:58:53,835 --> 01:58:56,748
And I said, "Steve, that would be
a great story for Fortune."
1784
01:58:56,880 --> 01:59:02,501
And he looked at me, and he said,
"No."
1785
01:59:02,636 --> 01:59:08,382
"I don't think we can do that story
with you. Not now."
1786
01:59:09,976 --> 01:59:11,592
"Not now."
1787
01:59:11,811 --> 01:59:15,725
And then he said,
and the whole room went quiet,
1788
01:59:15,857 --> 01:59:19,817
and he said, "you know, we used to..."
1789
01:59:21,154 --> 01:59:24,693
"We used to really be friends
with Fortune,
1790
01:59:24,824 --> 01:59:31,788
I used to be friends with Fortune,
but not anymore. Not anymore."
1791
01:59:31,915 --> 01:59:35,454
And then I remember these tears
came out of his eyes,
1792
01:59:35,585 --> 01:59:37,042
and one was on his glasses,
1793
01:59:37,170 --> 01:59:41,665
and then one, I remember it rolling
off his cheek and hitting his shirt,
1794
01:59:41,800 --> 01:59:46,841
and he was just crying,
and the whole room was silent.
1795
01:59:48,890 --> 01:59:52,600
Apple CEO Steve Jobs today
made his first public appearance
1796
01:59:52,727 --> 01:59:54,593
since getting a new liver
five months ago.
1797
01:59:54,729 --> 01:59:55,845
For the first time,
1798
01:59:55,980 --> 01:59:58,893
the 54-year-old CEO
publicly acknowledged
1799
01:59:59,025 --> 02:00:02,484
the liver transplant this spring
that saved his life.
1800
02:00:02,612 --> 02:00:08,233
Well, I now have the liver
of a mid-20s person.
1801
02:00:11,871 --> 02:00:16,491
I'd like to take a moment and thank
everybody in the Apple community
1802
02:00:16,626 --> 02:00:20,836
for the heartfelt support I got, too.
It really meant a lot.
1803
02:00:20,964 --> 02:00:25,834
And I'd also like
to especially thank Tim Cook
1804
02:00:25,969 --> 02:00:29,679
and the entire executive team of Apple.
1805
02:00:29,806 --> 02:00:32,219
They really rose to the occasion
1806
02:00:32,350 --> 02:00:36,469
and ran the company very ably
in that difficult period.
1807
02:00:36,604 --> 02:00:38,937
So, thank you, guys.
Let's give them a round of applause.
1808
02:00:40,483 --> 02:00:42,065
He loved what he did.
1809
02:00:42,193 --> 02:00:44,230
I do have an e-mail from him
saying that.
1810
02:00:44,362 --> 02:00:46,854
He said, you know,
"Both of us were fortunate," he said,
1811
02:00:46,990 --> 02:00:49,357
in that we loved what we did
1812
02:00:49,534 --> 02:00:52,277
and we were able to do it
for a long time.
1813
02:00:52,412 --> 02:00:54,825
And he said,
"What else could you ask for?"
1814
02:00:56,207 --> 02:01:00,918
We're maybe a little more experienced,
certainly more beat-up,
1815
02:01:01,045 --> 02:01:04,755
but the core values are the same.
1816
02:01:04,883 --> 02:01:09,503
I don't see why you have to change
if you get big.
1817
02:01:09,679 --> 02:01:11,887
Straightforward to me.
1818
02:01:12,015 --> 02:01:14,348
Apple was big.
1819
02:01:14,517 --> 02:01:18,807
By this time, one of the biggest
corporations in the world.
1820
02:01:21,274 --> 02:01:24,858
But each time we saw Jobs,
he seemed smaller.
1821
02:01:28,364 --> 02:01:32,278
As his devices got stronger,
Jobs got weaker.
1822
02:01:32,410 --> 02:01:35,903
It's so much more intimate
than a laptop,
1823
02:01:36,039 --> 02:01:39,282
and it's so much more capable
than a smartphone
1824
02:01:39,417 --> 02:01:41,249
with this gorgeous, large display.
1825
02:01:41,377 --> 02:01:45,166
I think that a lot of the grief
at Jobs's death
1826
02:01:45,298 --> 02:01:50,464
was a fear that we had been
very comfortable
1827
02:01:50,637 --> 02:01:52,970
for the last decade in his hands.
1828
02:01:53,097 --> 02:01:57,762
It's phenomenal to hold the internet
in your hand.
1829
02:01:57,894 --> 02:02:00,181
That he was going to keep
doing these amazing things.
1830
02:02:00,313 --> 02:02:04,273
Now he's gone, and there's no indication
that anyone's going to replace him.
1831
02:02:36,975 --> 02:02:38,716
Welcome.
1832
02:02:44,691 --> 02:02:46,057
Thank you.
1833
02:02:58,454 --> 02:03:00,161
Thank you very much.
1834
02:03:03,960 --> 02:03:05,542
- It always helps...
- We love you!
1835
02:03:05,712 --> 02:03:09,296
Thank you.
1836
02:03:09,507 --> 02:03:12,796
It always helps,
and I appreciate it very much.
1837
02:03:12,927 --> 02:03:16,841
He resigned officially
in August. Two weeks earlier,
1838
02:03:16,973 --> 02:03:20,466
Apple had become the highest-valued
corporation on Earth.
1839
02:03:20,643 --> 02:03:22,259
And thank you for coming so much.
1840
02:03:22,395 --> 02:03:24,978
We've got a great week
planned for you.
1841
02:03:49,923 --> 02:03:52,916
This is a field
where one does not write a principia
1842
02:03:53,051 --> 02:03:55,634
which holds up for 200 years
1843
02:03:55,762 --> 02:03:58,095
or paints a painting that'll be
looked at for centuries,
1844
02:03:58,222 --> 02:04:01,932
or builds a church
that will be admired
1845
02:04:02,060 --> 02:04:03,972
and looked at in astonishment
for centuries.
1846
02:04:04,103 --> 02:04:06,436
No, this is a field
where one does one's work,
1847
02:04:06,564 --> 02:04:08,476
and in ten years, it's obsolete
1848
02:04:08,608 --> 02:04:11,225
and really will not be useable
within ten or 20 years.
1849
02:04:11,361 --> 02:04:13,273
I mean, you can't go back
and use an Apple I,
1850
02:04:13,404 --> 02:04:14,565
cos there's no software for it.
1851
02:04:14,739 --> 02:04:17,197
In another ten years or so,
you won't be able to use an Apple II.
1852
02:04:17,325 --> 02:04:19,783
You won't even be able to fire it up
and see what it was like.
1853
02:04:21,537 --> 02:04:24,996
It's sort of like
sediment of rocks.
1854
02:04:25,124 --> 02:04:26,831
You're building up a mountain,
1855
02:04:26,960 --> 02:04:30,124
and you get to contribute
your little layer of sedimentary rock
1856
02:04:30,254 --> 02:04:32,246
to make the mountain that much higher.
1857
02:04:32,382 --> 02:04:35,966
But no one on the surface will,
unless they have x-ray vision,
1858
02:04:36,135 --> 02:04:37,842
will see your sediment.
1859
02:04:41,265 --> 02:04:44,679
In Japan, there's
an idea called "mono no aware,"
1860
02:04:44,811 --> 02:04:48,145
meaning "the deep awareness of things".
1861
02:04:48,272 --> 02:04:51,231
It celebrates the melancholy
of the passing of life
1862
02:04:51,359 --> 02:04:55,148
and sees more beauty in the fallen leaf
than the one on the branch.
1863
02:04:56,406 --> 02:04:59,319
Maybe that's what Japan held for Jobs.
1864
02:04:59,450 --> 02:05:04,320
The sadness of the soul
as expressed in the beauty of things.
1865
02:05:09,252 --> 02:05:11,869
In the end, I was left
with the same question
1866
02:05:12,005 --> 02:05:13,541
with which I began this journey.
1867
02:05:13,673 --> 02:05:18,213
"Why did so many strangers weep
for Steve Jobs?"
1868
02:05:18,344 --> 02:05:21,633
It's too simple to say it was
because he gave us products we love
1869
02:05:21,806 --> 02:05:25,675
without asking why we love them
the way we do.
1870
02:05:25,852 --> 02:05:28,060
It's too simple even to conclude
that we love them
1871
02:05:28,229 --> 02:05:30,346
because they connect us
to a wider world
1872
02:05:30,481 --> 02:05:33,599
and the people in our lives
that are far away,
1873
02:05:33,776 --> 02:05:37,110
because these machines isolate us, too.
1874
02:05:39,699 --> 02:05:43,568
Perhaps the contradictory nature
of our experience with these gadgets
1875
02:05:43,703 --> 02:05:46,286
mirrors the contradictions
in Jobs himself.
1876
02:05:48,666 --> 02:05:52,706
He was an artist who sought perfection,
but could never find peace.
1877
02:05:54,964 --> 02:05:58,833
He had the focus of a monk,
but none of the empathy.
1878
02:06:01,095 --> 02:06:04,805
He offered us freedom,
but only within a closed garden,
1879
02:06:04,932 --> 02:06:07,049
to which he held the key.
1880
02:06:11,314 --> 02:06:13,306
To reconcile these contradictions,
1881
02:06:13,441 --> 02:06:17,185
I think we have to look to the other
half of our relationship with Jobs.
1882
02:06:17,320 --> 02:06:18,982
To ourselves.
1883
02:06:22,241 --> 02:06:26,451
As Jobs wanted it,
the screen of my iPhone is dark.
1884
02:06:26,621 --> 02:06:29,204
A Zen landscape of the unseen.
1885
02:06:29,332 --> 02:06:34,293
If I stare into it, I see
an obscure reflection of myself,
1886
02:06:34,420 --> 02:06:37,037
but this impression
lasts just a fleeting moment
1887
02:06:37,173 --> 02:06:40,757
before I press the home key
and the screen lights up.
1888
02:06:40,927 --> 02:06:44,762
But perhaps I should spend a moment
regarding that reflection,
1889
02:06:44,931 --> 02:06:50,928
asking myself what, in buying
and using this product, I am doing?
1890
02:06:51,062 --> 02:06:53,554
What is the full nature
of my transaction
1891
02:06:53,731 --> 02:06:58,146
with the maker of this magical
and intimate machine?
1892
02:07:18,798 --> 02:07:24,965
♪ Once I wanted to be the greatest
1893
02:07:25,096 --> 02:07:27,383
♪ Greatest, greatest, greatest
1894
02:07:27,515 --> 02:07:33,352
♪ No wind or waterfall could stall me
1895
02:07:34,772 --> 02:07:40,439
♪ And then came the rush of the flood
1896
02:07:40,611 --> 02:07:45,823
♪ Stars at night turned deep to dust
1897
02:07:45,992 --> 02:07:51,454
♪ Melt me down into big, black armor
1898
02:07:54,542 --> 02:08:01,460
♪ Leave no trace of grace
Just in your honor
1899
02:08:03,676 --> 02:08:09,388
♪ Lower me down to culprit south
1900
02:08:09,515 --> 02:08:13,099
♪ Make 'em wash a space in town
1901
02:08:13,227 --> 02:08:17,221
♪ For the lead and the dregs of my bed
1902
02:08:17,356 --> 02:08:20,815
♪ I've been sleeping
1903
02:08:20,985 --> 02:08:23,819
♪ Lower me down
1904
02:08:23,988 --> 02:08:28,323
♪ Pin me in, secure the grounds
1905
02:08:30,369 --> 02:08:31,985
♪ For the later parade
1906
02:08:34,540 --> 02:08:51,499
Hope it helped -> bozxphd