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WhoWasSteveJobs?

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WhoWasSteveJobs?

ByPamPollackandMegBelvisoIllustratedbyJohnO’Brien

Grosset&DunlapAnImprintofPenguinGroup(USA)Inc.

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ToReoandHiro,wholightupmylife—PDPToOliviaandMelissa,insanelygreatiNieces—MB

ForLinda—JO

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GROSSET&DUNLAPPublishedbythePenguinGroup

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ALWAYSLEARNING PEARSON

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Contents

WhoWasSteveJobs?

GrowingUpintheValley

TheBirthofApple

UpandDown—andOut

What’sNeXT?

ToInfinityandBeyond

ReturntoApple

ThinkDifferent

InsanelyGreat

Timelines

Bibliography

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WhoWasSteveJobs?

SteveJobsalwayslovedmachines.Hisfatherrepairedmachinesforaliving.Asachild,Steveloved

towatchhisdadbuildandfixthings.

WhenStevegrewup,hestartedacompanythatbuiltmachines.Notjustanymachines,butamachine

Stevewassurewouldsoonbecomepartofdailylife,justlikecarsandTVsets.Whatwasthismachine? Apersonalcomputer. Today,millionsofpeopleownpersonalcomputers.Butbackinthe1970snobodydid. Thefirstmoderncomputercameoutin1938.Acomputerbuilt in1946wasasbigasaroom!WhenSteve was a kid, computers were still too big and complicated for the average person to use. Thegovernmentusedthemtogatherinformation.

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Stevewasgoing tochange that.Steveandhis friendSteveWozniak startedAppleComputers in the

Jobses’garage.Theircomputer,theAppleII,wasthehitofaWestCoastcomputerfairin1977. Why? Itlookedfuntouse. In1979,StevevisitedtheresearchcenterofthetechcompanyXerox.ItwasinPaloAlto,California.Hewalkedaround,lookingatthenewcomputerstheengineerswereworkingon. “What’sthat?”Steveaskedoneman.Hepointedtoasmallgadgetbyacomputer.Whentheengineermovedthegadgetwithhishand,anarrowonthecomputerscreenmoved,too. “Thisisapoint-and-clickgraphicaluser interface,”themanexplained.Thatsurewasacomplicatedname for a gadget that did something very simple—and very amazing. Every time themanmoved thepointertoapictureonthescreenandclicked,itopenedaprogramonthecomputer. Stevestaredatthelittlegadget. In1979,computerswereoperatedbypunchinginkeysonakeyboard.Toworkthecomputer,youhad

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toknowtherightkeystopush.Thislittlegadgetmadeusingthecomputersomucheasier.Stevecouldn’tbelieveit.Heimaginedhavingsomethingsimilarforhiscomputers.

“Whenareyougoingtosellit?”heaskedtheengineer.

“We’renot,”hesaid.“It’sfun,butthere’snomarketforit.” SteveJobsknewdifferently.Ashestaredatthelittlegadget,hecouldseethefuturerollingoutinfrontofhim.Billionsofpeoplepointingandclickingontheirhomecomputers.Hewouldhavetoimprovethegadget.Hewouldmakeitbetter.Andhewouldn’tcallita“point-and-clickgraphicaluserinterface.”Hewouldcallitbyitsfriendliernickname:themouse. Thatday,Steveknewtheworldwasgoingtochange.Andhe,SteveJobs,wasgoingtomakeithappen.

EARLYCOMPUTERS

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ASELECTRONICTECHNOLOGYANDCOMPUTERSADVANCE,THEYGETSMALLERANDSMALLER. A COMPUTER YOU HOLD IN YOUR HAND TODAY CAN DO MORE THAN ACOMPUTERTHATSATONADESKTENYEARSAGO.

THE FIRST COMMERCIAL COMPUTER PRODUCED IN THE UNITED STATES WAS THEUNIVERSAL AUTOMATIC COMPUTER—OR UNIVAC—IN 1951. ITWEIGHED 29,000 POUNDSAND TOOK UP MORE THAN 42.5 SQUARE YARDS OF FLOOR SPACE. YET IT ONLYPERFORMED1,905OPERATIONSPERSECOND.TODAY,ANIPADCANPERFORM1.65BILLIONOPERATIONSINTHESAMESECOND.

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Chapter1

GrowingUpintheValley

In1954,JoanneSchieblewasagraduatestudentattheUniversityofWisconsin.Shefellinlovewitha

teachingassistant.HewasfromSyria.AndhisnamewasAbdulfattahJandali.Theywereyoungandhadnomoney.SowhenJoanne learned shewasgoing tohaveababy, theydecided toput thebabyup foradoption. PaulandClaraJobswantedachildverymuch.Theyadoptedthecouple’sbabyandnamedhimStevenPaulJobs.HewasbornonFebruary24,1955.ThreeyearsafterStevewasborn,theJobsesadoptedalittlegirl,Patti.Stevelikedhislittlesister.Buttheydidn’thavemuchincommon.

ThefamilylivedinMountainView,California.Itwasabeautifulareafulloffruittrees.Peoplecalled

it theValleyofHeart’sDelight.ButMountainViewwaschanging.Newcompanieswerecomingtothearea. The companies were trying to develop new electronic equipment. Eventually, the area becameknownbyadifferentname:SiliconValley.

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SILICONVALLEY

SILICONVALLEYWASGIVENITSNAMEBYNEWSPAPERSREPORTINGABOUTTHENEWINDUSTRY SPRINGING UP IN NORTHERN CALIFORNIA. THIS NEW INDUSTRY MADESEMICONDUCTORCHIPS.THESECHIPSCOULDCHANNELELECTRICITY.THATMADETHEMVERY IMPORTANT FOR COMPUTERS AND OTHER ELECTRONIC DEVICES. THEY USEDSILICON,AVERYFINESAND,ASARAWMATERIALTOMAKETHEM.

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Stevelovedtohelphisfatherworkoncars.PaulevenmadehimhisownlittleworkbenchwhenSteve

wasfive.Heshowedhimhowtouseahammerandsaw.Paulwasamechanicalwhiz,andhepassedonhis loveofgadgets tohis son.AneighborgaveStevehis firstHeathkit—Stevemade radio transistorswithit.

In1968,whenhewasthirteen,Stevediscoveredapartwasmissingfromoneofhiskits.Thekitwas

madebyHewlett-Packard,abigcompanyinSiliconValleythatdevelopedandmadepartsforcomputers.Stevegot aphonebookand lookedup thenumberofBillHewlett.Hewasoneof the foundersof thecompany.Stevecalledhimtocomplain.Bythetimetheygotoffthephone,HewletthadofferedSteveasummerjobandpromisedhimabagfulofmachineparts.WhatwasSteve’sanswer?

Yes,ofcourse!

StevealsojoinedHewlett-Packard’sExplorerClub.Itofferedlecturestokidsinterestedinelectronics.Atonelecture,Stevesawacomputerforthefirsttime. Atschool,Stevehungaroundwithotherkidswholovedelectronics.Healsohadagirlfriend,ChrisannBrennan.Throughthekidsinhiscomputerclub,StevemetSteveWozniakwhowasseveralyearsolder.“Woz”hadanamazingtalentformakingthings.Hewasgoingtoalocalcollegeanddesigningcomputerswww.diako.ir

asahobby.

WhenStevegraduatedfromhighschool in1972,heenrolledatReedCollege inOregon.Therewas

onlyoneproblem:Steve couldn’t pay for college.SoStevewent to thedeanofReed.Heasked if hecouldliveinthedormsandsitinonclassesforfree.Stevewouldn’tevergetadegree,buthewouldlearnaboutsubjectshewasinterestedin. Whywouldthedeanagreetothat? LikeBillHewlettatHewlett-Packard,thedeanwasimpressedbySteve.Andhedidsayyes.Withinaweek,Stevewasattendingclasses.Hestudiedeasternreligionsandcalligraphy,whichwastheartoffinehandwriting. Itwasn’t an easy life. Steve slept on the floor of his friends’ rooms.He collectedCokebottlesforspendingmoney.Andhedependedonlocalcharitiesforfood.

StevestayedatReedforeighteenmonths.He’dhadenoughofcollegelife.HewantedtogotoIndia.Towww.diako.ir

getmoneyforthetrip,hetookajobatAtari.Itmadesomeoftheveryfirstcomputergames.HisfriendWozwas alreadyworking there.By summer,Stevehad savedenough togo to India.After the trip, hecamebacktoAtari. Personalcomputers in1976—ifyousaw thematall—looked likeairplanecockpits fullof switchesandlights.Wozhadcreatedacircuitboardforaneasy-to-usepersonalcomputer.Apersoncouldtypeinacommand,WozexplainedtoSteve,andthecomputerwouldfollowthecommandonaTVscreeninfrontoftheperson. Woz thoughtof it asaneatproject.Steve thought it couldbemore than that.He thought they shouldleaveAtariandstartawholenewcompany.

PONG

ATARI’SPONGWASONEOFTHEFIRSTVIDEOGAMES.PONGHADATV-SIZEDSCREENTHATWASINSIDESOMETHINGABOUTTHESIZEOFAPHONEBOOTH.PLAYINGPONGWASLIKE PLAYING ELECTRONIC PING-PONG. BY MODERN STANDARDS, IT’S NOT VERYEXCITING.BUTFORPEOPLEIN1972,ITWASCUTTINGEDGE!BYPRESSINGBUTTONS,TWOPLAYERSHITABALLBACKAND FORTHACROSS THE SCREEN. THE SUCCESSOFPONGINSPIREDOTHERCOMPUTERGAMESTHATBECAMEMOREANDMORE SOPHISTICATED,LEADINGTOTHEGAMESWEHAVETODAY.

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Chapter2

TheBirthofApple

AppleComputersofficiallywent intobusinessonAprilFools’Day1976.Stevewas livingwithhis

girlfriend, Chrisann Brennan, who was an artist. The new company’s “office” was Steve’s parents’garage.Alltheworkwasdonethere.TheyplannedtosellWoz’scircuitboardstopeoplewhowantedtobuildtheirownhomecomputers.

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They built a sample computer with Woz’s circuit board to show how it worked. They called the

computertheApple. Whydidtheypickthatname? Well,Steveatealotoffruit,sometimesnothingbutfruit.Hethoughttheapplewasthebestfruitofall.Itwasperfect,justlikehewantedhiscomputertobe. TheyshowedthecomputerwithWoz’scircuitboardtotheownerofalocalelectronicsstore.Hesaid,“I can’t see stocking just circuit boards. Not that many people know how to put together a wholecomputer.Butifyoucouldsellmecomputerslikethisone,Ithinkpeoplewouldbuythem.” The store owner offeredSteve twenty-five thousand dollars for fiftyApple computers.He’d pay incashwhenhehadthemachines. “Deal,”saidSteve,eventhoughmakingsomanycomputerswouldcostalotofmoney—moneytheydidn’thave. ButStevecameupwithanidea.Hewenttoanelectronicsupplystore.Hepersuadedthestoretogivehimthepartstomakethecomputers.Stevecouldn’tpayforthepartsrightthen.Buthepromisedtopaythestorebacklater.

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Stevewasawfullygoodatpersuadingpeopletodowhatheasked.Thestoresaidyes.

EachApplecomputercosttwohundredtwentydollarstomake.EachApplecomputerwassoldtotheelectronicsstoreforfivehundreddollars.SoevenafterSteveandWozpaidbacktheelectronicsupplystore,theymadeaverybigprofit. IfmostpeopletodaysawthatApplecomputer,theywouldbestunned.Itdidn’tcomewithakeyboard,monitor,orcase.SteveandWozknewtheycoulddobetter.Whatiftheymadeacomputerthatcamewitheverything,soapersoncouldjusttakeitoutoftheboxanduseitrightaway?Stevebettheycouldsellalot.HeandWozgottoworkonmakingsuchacomputer—theAppleII.

WozandStevehadbigdreamsfortheAppleII.Wozwantedittohavecolor,sound,andsharp,crisp

graphics.Stevewantedittoacceptfloppydisksthatcouldstoreextrainformation.Hewantedtoencasethecomputerinmoldedplastic.Atthetime,plasticwasmuchmoreexpensivethanmetalorwood.ButStevethoughtplastic lookedcoolandmodern.Andhowacomputer lookedwas important. If it lookedwww.diako.ir

good,peoplewouldwantit.

StevefoundaninvestorwhogavethemenoughmoneytofinishtheAppleIIintimeforacomputerfair

inSanFrancisco.They tookmodels todisplay at the fair.Therewas a lot thatwasnewanddifferentabouttheAppleII. WhileWozwasworkingonthecomputer,Stevehiredadesignertocomeupwithanewlogo.Alogoisa picture that stands for a company. A good logo helps people remember the company. For instance,GeneralElectric’s logo is a lightbulb. Stevewanted an apple to representApple.Apple’s apple logolookedfun;itwasrainbowcoloredandhadabitetakenoutofit.

WozandSteve’shardworkpaidoff.PeoplevisitingtheWestCoastComputerFaire in1977passed

manydisplaysofbulkycomputersthatlookedlikehighschoolscienceprojects.ThentheysawtheAppleII.Herewasacomputerthatfeaturedcolor,cleargraphics,andsound.Foryearsafterward,everyothercomputercompanywouldcopyit. All the technological improvementswere theworkofSteveWozniak.ButSteveJobs’sdesign ideaswere just as important. He had learned from his dad to insist on perfection. Even wires inside thecomputer,wiresthatnobodycouldsee,hadtobeperfectlystraight.ThiswasthewaySteve’sdadbuiltmachines,andStevewould,too.Everythinghadtolooksimpleandbeautiful.

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Chapter3

UpandDown—andOut

By1978,Applewasmakingmoney.Thecompanygrewquickly.StevewantedallAppleproductsto

runsmoothly.ButworkingwithStevewasnoteasy.Smallmistakesmadehimangry.SometimesSteveyelledathisemployees—evenmakingthemcry.Andifhedidn’tgetwhathewanted,heoftenburstintotears himself. Employees tried to please Steve. But often Steve couldn’t explainwhat hewanted. Hesimplysaid,“I’llknowitwhenIseeit.” In1979,Applestartedtomakeanewhomecomputerthatusedamouse.Thecompanyhiredthousandsofemployees.Steveworked longhours, andheexpectedhisemployees toworkhard, too.Hewas sodevotedtoApplethathedidn’thavetimeforanythingelse.Hisgirlfriend,Chrisann,hadadaughter,Lisa,onMay17,1978.Steverefusedtohaveanythingtodowithhisbaby.Hehadnointerestinafamily. In 1980, Steve Jobs became the youngest person in history tomakeFortune magazine’s list of topAmericansinbusiness.Hewastwenty-fiveyearsold,andhewasamillionaire. Then in 1981, something terrible happened.Woz’s private plane crashed. It tookmonths forWoz torecuperate.HeneverreturnedtoworkforApplefull-time.

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STEVEWOZNIAK

LIKESTEVE JOBS,STEVEWOZNIAKGREWUP INWHATWOULDBECOMETHESILICONVALLEY. WOZ WAS BORN ON AUGUST 11, 1950. HIS FATHER WAS AN ENGINEER ATLOCKHEEDMARTIN,WHICHMADEMISSILESANDSATELLITES.EVENASAKID,WOZHADATALENT FORBUILDINGANDDESIGNINGELECTRONICS. IN JUNIORHIGH,HEANDHISFATHERCREATEDANELECTRONICTIC-TAC-TOEGAMEFORASCIENCEFAIR.

ATAPPLE,WOZCREATEDELECTRONICDEVICESTHATWORKEDINNEWANDBETTERWAYS.BUTHEHADLITTLEINTERESTINMAKINGMONEY.ITWASHISFRIENDSTEVEJOBSwww.diako.ir

WHOFIGUREDOUTHOWTOMARKETCOMPUTERSANDMAKETHEMMOREAPPEALINGTOTHEAVERAGEPERSON.ALTHOUGHTHEYDIDN’TREMAINCLOSEFRIENDS,WOZANDSTEVEJOBSALWAYSSTAYEDINTOUCH.MARRIEDFOURTIMESWITHTHREECHILDREN,WOZSTILLLIVESINCALIFORNIAINTHETOWNOFLOSGATOS.

It was a big change for Steve. He and Woz had worked together so closely. Working with other

engineerswasn’tnearlyassatisfying.Stevewasn’thappywiththecompany’snextcomputer.Itwastoobigandtooexpensive.Nobodywantedtopay$10,000foracomputer.

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Stevehadalreadysethissightsonanewidea:ItwasacomputercalledtheMacintosh.AMacintoshis

atypeofapple.TheMacintoshwouldchangetheworld.Stevewassureofit.Hehandpickedateamofengineerstobuildit.Theyworkedinaseparatebuilding.Apirateflagflewontop.“It’sbettertobeapiratethantojointhenavy,”hesaid.Bythis,hemeantsometimesitwasgoodtobreakrulesandthinkinadifferentway. Stevebrokeallsortsofrules.Hedidn’tliketowearshoes.Heonlyatefruit.Hethoughthisdietmadehimsocleanthathedidn’tneedtobatheoften.Alotofpeopledidn’tliketoworkwithhimbecausehesmelledbad.

Despitehisstrangeways,Stevecouldconvincepeopletodothingsthatseemedimpossible.AnApple

employeemadeupanameforSteve’spower.Hecalled it the“realitydistortionfield(RDF).”Steve’sRDFmadepeoplebelievethatanythingStevewantedwaspossibleiftheyworkedhardenough. OnethingStevereallywantedwastohireasmartbusinessmanatApple.HethoughtthebestpersonwasJohnSculley.Sculleywas theheadof thePepsi-Colacompany.Hewasn’t sure ifheshouldgo toApple.SoSteveaskedhim,“Doyouwanttosellsugaredwaterfortherestofyourlife,ordoyouwanttocomewithmeandchangetheworld?”HerewasSteve’sRDFatwork!Likemanybeforehim,SculleyendedupdoingwhatStevewanted.HecametoworkforApple.

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In 1984, Steve introduced the Macintosh to the world. It was the computer “for the rest of us,”

accordingtotheads.Thatmeantitwasnotjustforscientistsandsuperbrainy“tech”nerds.Itwaseasytouseandfriendlytolookat.ItincorporatedeverythingStevehadlearnedaboutsleekdesign—itevenusedthe knowledge of calligraphy he’d learned about back at Reed. When people typed on their Maccomputers, Stevewanted the letters to be beautiful.He spent a lot of time choosing howmuch spacewould be in between letters. TheMac offered several different fonts, orwriting styles.Each one hadslightlydifferentletters.ThismadetypingontheMacfun. TheMacintoshwasfarfromperfect.Itdidn’thaveverymuchmemory,andtherewasnowayofaddingonmore.OnemanatApplecalled it “aHondawithaone-gallongas tank.”But inSteve’swords, theMacintoshcomputerwas“insanelygreat.” ThefirstMacintoshcommercialranduringtheSuperBowlin1984.Bytheendofthegame,everyonewantedtoknowmoreabouttheMac. TheMacsoldamazinglywell—forashorttime. Whywasn’titagianthit? People were just not as interested in buying home computers as Steve had expected. And not allcustomerswhodidwantahomecomputerboughtApplecomputers.ManyboughtcomputersfromIBMorMicrosoft. John Sculley was not happy at Apple. For him, the disappointingMacintosh sales were proof thatSteve’sideaswerewrong.Regularpeoplewouldneverneedorwanthomecomputers.IfApplewastosurvive,Sculleysaiditshouldmakecomputersforbusinesses.TheyshouldmakeApplecomputersthatworkedwithproductsmadebyothercomputercompanies. Stevehatedthatidea.HewantedcustomerstorunAppleproductsonApplecomputers.Hedidn’twantoutsideprogramsanywhereneartheMacintosh.

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1984WASTHEYEARTHEMACINTOSHCOMPUTERWASINTRODUCED.1984ISALSOTHETITLEOFANOVELBYGEORGEORWELL.THENOVELTAKESPLACEINAWORLDWHERE“BIGBROTHER”PUNISHESANYONEWHOSTEPSOUTOFLINE.APPLE’SFIRSTMACINTOSHCOMMERCIALSHOWEDASIMILARWORLD.EVERYONEWORETHESAMEGRAYCLOTHESAND TOOK ORDERS FROM A “BIG BROTHER” CHARACTER ON A GIANT TV SCREEN—UNTIL A BRIGHTLY COLORED RUNNER, REPRESENTING APPLE, SMASHED THE SCREENTHE WAY STEVE JOBS HOPED THE MACINTOSH WOULD SMASH INTO THE COMPUTERINDUSTRY.THECOMMERCIALWASDIRECTEDBYRIDLEYSCOTT,THEDIRECTOROFHITSCI-FIFILMSINCLUDINGALIENANDBLADERUNNER.IN2004,APPLERERANTHEAD.ONLYTHISTIMETHERUNNERWASLISTENINGTOANIPOD.

Stevedidn’tlikesomeoneelsetellinghimwhattodo.HehadhiredSculleyhopingthattheolderman

wouldteachhimhowtorunabigcompany.Afterthat,SteveexpectedSculleytohandthereinsbacktohim.Instead,Sculleywantedtomakemorechanges. Everybigcompanyhasagroupofoutsidepeoplethatgiveadvicetothecompany.Thiskindofgroupiscalled a board.A company’s board can also hire and fire the head of the company. Steve tried to getApple’s board to fire Sculley. That didn’t happen. Instead, the board replaced Steve as head of theMacintosh! ItwasMay1985.SteveJobslostallthepowerhehadatApple.Hewasmovedtoanewofficeacrossthe street from most of the other Apple buildings. He rarely saw other employees. Steve nicknamednicknamedhisnewoffice“Siberia,”whichisaremotepartofRussia.Itmadehimsounhappy,hestartedspendinglesstimeatwork.InSeptemberofthatyear,SteveleftApple.

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WhatwouldSteveJobsdonext?

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Chapter4

What’sNeXT?

By1985,familieswerestartingtobuycomputersfortheirhomes.Collegestudentsregularlyworked

oncomputers todo schoolwork.Steve Jobswasn’t finishedwith thecomputerbusiness.Hewanted toshowthepeopleatApplethattheywerewrongabouthim.Hestartedanewcompany.HecalleditNeXTbecause itwasgoing tobe thenextstep incomputers.Hehoped tosellhisnewcomputers tocollegesacrossthecountry.Studentsandprofessorswouldworkwiththem. ButSteve’splanfortheperfectcomputerwasexpensive.Hehiredafamousdesignertocreatealogoforhisnewcompany.Thelogocostonehundredthousanddollars!NeXTlosttenmilliondollarsinthreeyears. Steve put more and more of his own money into the company. But nobody was buying thecomputers hemade. Theywere too expensive. Colleges couldn’t afford computers that cost sixty-fivehundreddollarsapiece.

NothingatNeXTwasgoingthewayStevehoped.Buthestruggledon.Hetriedtorunthecompanyina

differentwayfromApple.Hecalledemployees“members”oftheNeXT“community.”HepaidpeopleaccordingtohowlongtheyhadworkedatNeXT.Hegavefrequentraises.Stevecouldbegenerous,buthewasstillthesamedemandingbosshehadalwaysbeen. Steve’sfamilylifewaschanging.In1986,hismotherdied.AlthoughSteveconsideredtheJobsestobehisrealparents,hewasinterestedtoknowaboutthecouplewhogavebirthtohim. A doctor’s namewas on Steve’s birth certificate. Through that doctor, he learned that hismother’smaiden namewas JoanneSchieble. She hadmarried his fatherAbdulfattah Jandali in 1956 and had adaughter, Mona. They weren’t married for long. Joanne then married a man whose last name wasSimpson.HerdaughterwentbythenameMonaSimpson.Stevemethismotherandnewsister.Monawasa novelist. Even though Steve and Mona hadn’t grown up together, they became close. Mona alsoencouragedStevetobeapartofhisdaughterLisa’slife.Lisawassevennow.

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Steve had hadmany girlfriends sinceChrisannBrennan.Onewas the famous folksinger JoanBaez.

DatingJoanBaezwasespeciallyexcitingforStevebecauseshehadoncebeenthegirlfriendofoneofhisfavoritesingers,BobDylan. ButStevewasinhismidthirtiesandhadnevercomeclosetobeingmarried. Then in 1990, Steve gave a lecture at Stanford University. In the audience was Laurene Powell.Laurene was a graduate student studying business. Laurene was so pretty that Steve noticed her rightaway.Afterward, the twogot to talking.LikeSteve,Laurenedidn’teatmeatandwasverysmart.Theyexchangedphonenumbers.Stevewentoutintotheparkinglottofindhiscar.Hehadabusinessmeeting

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thatnight.Butashewasgettingintohiscar,hethoughttohimself,“Ifthiswasmylastdayonearth,wouldIratherspenditatabusinessmeetingorwiththiswoman?”HeranacrosstheparkinglotandcaughtupwithLaurene.

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Thetwohaddinnertogether.Ayearlater,theyweremarriedinYosemiteNationalPark.

MONASIMPSON

MONASIMPSONISAWELL-KNOWNNOVELIST.SHEMETHERBROTHER,STEVE,WHILESHEWASWORKINGONHERFIRSTBOOK,ANYWHEREBUTHERE.THEBOOKWENTONTOWINANAWARDGIVENTONEWWRITERS.ITWASLATERMADEINTOAMOVIESTARRINGSUSAN SARANDON AND NATALIE PORTMAN. MONA DEDICATED THE BOOK TO HERwww.diako.ir

MOTHER AND HER BROTHER, STEVE. ANOTHER ONE OF HER BOOKS WAS CALLED AREGULARGUY. STEVETHOUGHTTHEMAINCHARACTERSEEMEDTOOMUCHLIKEHIM.BUTSTEVEANDMONAREMAINEDCLOSEUNTILTHEENDOFHISLIFE.Steve andLaurene’s first child,ReedPaul Jobs,wasborn inSeptember1991.Hewasnamedafter

ReedCollege.

Things still weren’t going well at NeXT. But Steve was discovering that life was more than just

business. His father, the person he was closest to, died in 1993. Steve had loved the time he spentworkingoncarswithhisfather.Hewantedhischildrentohavehappymemoriesofhim,too.Hisnow-teenagedaughter,Lisa, came to livewithhimfor the first time.Even ifhewasnevera successagain,Stevethought,hewouldhaveahappyfamilylife.

STEVEJOBS’SOTHERFATHER

WHENSTEVEJOBSWASLOOKINGFORHISBIOLOGICALMOTHER,HEDECIDEDTHATHEDIDN’T WANT TO MEET HIS FATHER. BUT IN FACT, HE HAD ALREADY MET HIM!ABDULFATTAH JANDALI RAN A RESTAURANT IN SILICON VALLEY. STEVE HAD EATENTHERE SEVERAL TIMES. HE HADMET ABDULFATTAH, BUT NEITHERMAN KNEW THEYWERERELATED.

LATERON,MONASIMPSONMETHERFATHERAFTERMANYYEARSOFNOTSEEINGHIM.HETALKEDABOUTHISOLDRESTAURANT.HETOLDMONATHATITWASTHEBESTINTHESILICONVALLEY.“EVERYONEUSEDTOEATTHERE,”HESAID.“EVENSTEVEJOBS!HEWASAGREATTIPPER!”ITWASMONAWHOTOLDABDULFATTAHTHATSTEVEWASHISSON!HENEVERSAWSTEVEAGAIN,BUTHEWASPROUDTOHAVESERVEDTHEAPPLEFOUNDER.

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Chapter5

ToInfinityandBeyond

SteveJobsadmiredanyonewhodidsomethingnewanddifferent.HewasahugefanofGeorgeLucas,

thedirectoroftheStarWarsmovies.In1980,SteveboughtoutatheaterforanightsothateveryoneatApplecouldseeTheEmpireStrikesBacktogether.

In 1986, Steve finally got toworkwith Lucas. He became an owner in Lucas’s computer graphics

company.StevenamedthecompanyPixar.

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Lucas’s company had created a new kind of animation using a computer. Steve hoped to sell this

programtoanimators.Butitwastooexpensive.Artistsdidn’tthinktheyneededit.Pixarwaslosingalotofmoney.Infact,Steveputmorethanfiftymilliondollarsofhisownmoneytokeepthecompanygoing.Heonlypaidhimselffiftydollarsayearforhissalary. In1991,StevelaidoffmostofPixar’sstaff.Onepersonhedidn’tlayoffwasJohnLasseter.Lasseterhadmadeanumberof shortcomputer-animated films.The filmswere thebestway toshowcustomerswhattheprogramcoulddo.Lasseter’sshortmoviesweregood—oneofthem,TinToy,wonanOscarforBestAnimatedShortFilmin1989.

DespitetheOscar,Pixarwasafailure—abigfailure.NeXTandPixarwereseenasproofthatSteve

wasnothingmorethanaslicksalesman.EvenhisearlysuccesswiththeAppleIIwasconsideredafluke.Wozwasthegenius,peoplethought.NotSteve. In1991,theWaltDisneyCompanywantedtohireLasseter.Buthesaidno.Andonceagain,Stevecameupwithoneofhisunusualoffers.HeconvincedDisneytogivePixarenoughmoneytomakethreefull-length animated movies. All the animation would be done on a computer. This had never been donebefore.PerhapsDisneyfellundertheinfluenceofSteve’sfamous“realitydistortionfield.”Bythistime,allthepeopleatPixarknewaboutthepowerofSteve’sRDF.Theyevenhadasignalforit.Inmeetings,whensomeonewasgettingsuckedintotheRDF,peoplewouldtugontheirears.

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ThedealwithDisneywouldn’tmakePixarmuchmoney—if themovieswerehits,Disneywouldget

mostoftheprofits.ButitgaveSteveachancetogetPixarmoviesmade. Animatedmoviestakealongtimetomake.Pixarstartedworkonitsfirstfull-lengthmoviein1991.Butit did not come out for another four years.Meanwhile, Steve kept pouring funds into both Pixar andNeXT.In1993,StevehadtolayoffmostoftheworkersatNeXT.Hefeltsohelplessandsoawfulthathestoppedgoingintowork.HespenthisdaysathomewithReed.Helovedbeingwithhislittleboywho,hesaid,hadLaurene’skindness.

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Chapter6

ReturntoApple

Stevedidn’tknowit,buthewasabouttoberescuedbyacowboyandaspaceman.

Inspired by Tin Toy, Pixar’s first full-length movie opened in 1995. It was called Toy Story. The

characterswerealltoys.Acowboydollandanastronautactionfigurewerethestars.ToyStorybecamethemostpopularmovieoftheyear.Pixarwentontomakeadozenhitmoviesinarow.

COMPUTERANIMATION

TOYSTORYWASTHEFIRSTFULL-LENGTHMOVIETOTALLYANIMATEDONACOMPUTER.BEFORETOYSTORY,ANIMATEDFEATURESWEREDONEINCELANIMATION.THATMEANTEVERYFRAMEOFTHEMOVIEHADTOBEHANDPAINTEDONATRANSPARENTSHEET(A“CEL”).FORACHARACTERTOJUSTMOVEAHANDUPANDDOWNTOOKMANYCELS.FORYEARS,ANIMATORSWEREUSINGCOMPUTERSTOHELPTHEMANIMATEFASTER.

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ASCRIPTISGIVENTOARTISTSTOBESKETCHEDOUTONTOSTORYBOARDSTHATAREDISPLAYEDLIKEACOMICBOOK.

THE STORYBOARDS ARE VIDEOTAPED ONTO REELS FOR PLANNING OUT THE FLOW,TIMING,ANDLENGTHOFTHEFILM.

TOYSTORYSHOWEDTHATANIMATORSCOULDCREATEEVERYTHINGONACOMPUTER.TRADITIONAL ANIMATION WAS TWO-DIMENSIONAL, LIKE A PAINTING. COMPUTERGENERATED IMAGES (CGI) LOOK THREE-DIMENSIONAL AS IF CHARACTERS ARE REALANDBEINGFILMEDBYACAMERA.

ACTORSRECORDTHECHARACTERS’VOICES.

ARTISTSDESIGNTHECHARACTERS,SETS,ANDPROPS.THEYALSOADDCOLOR.

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THEARTISTS’CHARACTERANDSETDESIGNSAREMOLDEDINTOTHREE-DIMENSIONALMODELSWHICHARETHENSCANNEDONTOTHECOMPUTER.

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WITH SPECIALCOMPUTERSOFTWARETHATCREATESMOVEMENT, THECHARACTERSARECHOREOGRAPHEDWITHTHEVOICES,MUSIC,ANDOTHERSPECIALEFFECTSINTOAFINISHEDFILM.

By1996,aftertenyearsofstruggle,SteveJobswasasuccess—abigsuccess.Hewasn’tamillionaire

anymore.Hewasabillionaire. Apple,however,thecompanyhehadcofounded,wasstruggling.Applecomputershadfailedtochangewiththetimes.Othercomputerswerejustasgoodandlessexpensive.Applecomputerswereslow.Theycouldn’thandlenewfeaturesthathadbeendevelopedforcomputersoverthedecade.JohnSculley,whohadforcedSteveout,hadbeenhimselfforcedoutin1993.NowtheboardatApplewantedSteveback.

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ForSteve,having thepower todo things thewayhewantedwasmore important thanhavingahuge

amountofmoney.Hewasn’tthatinterestedinbuyingexpensivethings.Thehousewherehelivedwithhisfamilydidn’tlooklikethehouseofabillionaire.

StevehadmixedfeelingsaboutreturningtoApple.Hehadbadmemoriesofthewayhe’dbeentreated

atApple.HewasalreadytheheadofaverysuccessfulcompanyatPixar.HeandLaurenehadadaughterErinSienna,bornin1995.Didhereallywanttotakeonastrugglingcompany?Ifithadbeenanyothercompany,theanswermighthavebeenno.ButApplewashisbaby.Hecouldn’t justsitbyandwatchitdie.

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SteveagreedtoactastheheadofApple,butonlyforawhile.Applehadtolookforsomeoneelseto

becomehispermanentreplacement.Hegavehimselfasalaryofonedollarperyear.

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Right away, Stevemade big changes. In Boston in 1997, he announced to an audience full ofMac

loversthatApplewasgoingtoteamupwithMicrosoft. AppleandMicrosoftweregoingtoworktogether?Thiswasunheardof!ButStevesaidthatallApplecomputerswoulduseMicrosoft’sInternetExplorerWebbrowser.

BehindSteveonstagewasagiantTVscreen.WhenBillGates,theheadofMicrosoft,appearedonthe

screen, the audience booed.But Steve knew that the one-hundred-fifty-million-dollar dealwould helpApple.Hewasright.Thecompany’svaluerose. Stevemadeotherchanges.Hegotridofproductsthatweren’tselling.Hecutcosts.Helaidoffsomanyworkers thatAppleemployeeswereafraidof ridinganelevatorwithhim.Theywere scared that theywould no longer have a job by the time they got to their floor. Steve still claimed that hewas only atemporaryCEO.In1997,hetoldTIMEmagazine,“I’mherealmosteveryday,butjustforthenextfewmonths.I’mreallyclearonit.”Buthewasmakingchangesforthefuture.

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BILLGATES

BILLGATESBECAMEFASCINATEDBYCOMPUTERSATABOUTTHESAMETIMEASSTEVEJOBS. HE GREW UP IN SEATTLE AND WENT TO HARVARD UNIVERSITY BUT DID NOTGRADUATE. IN 1974, HE FOUNDED HIS OWN COMPUTER TECHNOLOGY COMPANY,MICROSOFT. IN 1980, MICROSOFTWAS MAKING SOFTWARE FOR IBM COMPUTERS. IBMWAS THE MAIN COMPETITOR OF APPLE. BILL AND STEVE KNEW EACH OTHER.SOMETIMESTHEYWEREEVENFRIENDS.BUTTHEYOFTENDISAGREED.

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IN 1985, MICROSOFT STARTED SELLING WINDOWS, AN OPERATING SYSTEM THATCOULDRUNONMANYDIFFERENTBRANDSOFCOMPUTERS.JUSTLIKEAPPLE,ITUSEDAMOUSETOCLICKONPICTURESANDTEXT.STEVEACCUSEDBILLOFRIPPINGOFFAPPLE.BILLREPLIEDTHATTHEYHADBOTHTAKENTHE IDEAFROMXEROX. STEVEHAD JUSTSTOLENITFIRST.

BILL STEPPED DOWN AS HEAD OF MICROSOFT IN 2000. EVENTUALLY, HE STARTEDWORKINGFULL-TIMEATTHECHARITYORGANIZATIONHERANWITHHISWIFE.ITISTHELARGEST PRIVATE CHARITY IN THEWORLD. IT GIVESMONEY FOR EDUCATION IN THEUNITEDSTATES. ITWORKSTOENDPOVERTYANDHUNGER. ITALSOPROVIDESHEALTHCAREALLOVERTHEWORLD.

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Chapter7

ThinkDifferent

In1997,incitiesacrossAmerica,aseriesofpostersappearedonbuildings,buses,andbillboards.The

postersshowedphotosoffamouspeopleknownfordoingsomethingnew.TherewasaposterofAlfredHitchcock,thefamousmoviedirector.AnotherposterwasofLucilleBallandDesiArnaz,starsofILoveLucy.AnotherpostershowedJimHensonandKermittheFrog.InthecornerofeachposterwastheApplelogoandtwowords:THINKDIFFERENT.

Theadcampaignwas thebrainchildofSteveJobs.Hewanted toshowwhatApplestoodfor—new

ideas,notthe“sameold,sameold.”Thepostersdidn’tadvertiseanyparticularproduct.ButtheytoldthepublictobereadybecausesomethingexcitingwashappeningatApple.

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Whatwas happeningwas the iMac—short for InternetMacintosh.This newpersonal computerwas

inexpensive and easy to use. In the 1990s, there was a brand-new pastime—surfing the Web. StevewantedpeopletosurfoniMacs.HealsowantediMacstolookdifferent.TheiMaccameinaplasticcaseinfivebrightcolorsinspiredbySteve’svisittoajellybeanfactory:blueberry,grape,lime,strawberry,andtangerine.

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Within a year, the iMac became the best-selling computer in theworld. That same year, Steve and

Laurene had another baby daughter, Eve. Steve’s eldest daughter, Lisa, was studying journalism atHarvardUniversity.ItwasahappytimeinSteve’slife. StevehadplannedtoonlystayatAppleforafewmonths.Butin2000,hebecamethepermanenthead.HehadtoomanybigplanstoleaveApplenow. InMay2001,Appleopeneditsfirststores.JustasApplecomputersdidn’tlooklikeothercomputers,www.diako.ir

Applestoreswereverydifferent,too.Madewithalotofglass,theylookedmorelikeworksofart. Steveoversaweverystepof thedesignof thestoresfromthefloor tiles to theshelves.Everysingledetailwasimportanttohim.

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At the store’s Genius Bar, people could ask questions about problemswith theirmachines and get

personaltrainingontheircomputers.

StevehadputAppleontopofthepersonalcomputermarket.Ashehadpredicted,peopleusedtheir

computersforworkandalsoforpleasure.Listeningtomusicwassomethingelsepeopledidforfun.Inthe1990s,mostpeoplelistenedtomusiconcompactdiscs(CDs).ACDwaslikearecordalbum.PeopleboughtCDsbytheirfavoritegroupsandplayedthemonCDplayers.Theywereaboutthesizeofabutterplateandhadbettersoundthanavinylrecordalbum. But Steve started thinking about something even better.He bought a software program that allowedwww.diako.ir

peopletotaketheirfavoritesongsfromaCDandputthemonthecomputerasadigitalfile.ItwascalledanMP3file.Onceitwasonthecomputer,youdidn’tneedtheCDanymore.SteverenamedtheprogramiTunes.UsingiTunes,apersoncouldturntheircomputerintoapersonaljukebox.

OthercompaniescreatedMP3players.Thesewereportablemachines thathookedup tospeakersor

headphonesandplayedmusicfiles.NoCDorcassettetapewasneeded.SteveJobsdecidedthatApplehadtomakeitsownplayer. InOctober2001, at apress event inCalifornia,Steve reached intohispocket.Hepulledout a thingadgetthatwassmallerthanabarofHershey’schocolate.“WecallittheiPod,”hesaid. Atfirst, the iPodonlyworkedwithMaccomputers.But in2002,SteveagreedtomakeitworkwithMicrosoft’sWindowsmachines.NowthatWindowsuserscouldalsousetheiPod,itssalesskyrocketed.

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CustomerslovedtheiPod.

Peopleinthemusicindustrydidnot.MostpeoplegotthesongstheyplayedontheiriPodsoffCDs.TheCDdidn’thavetobetheirs.Forinstance,theycouldgetsongsforfreefromafriend’sCD.Songscouldalsobe“shared”overtheInternet. Nobodyinthemusicindustrycouldfigureouthowtomakepeoplepayformusicthattheycouldgetforfreeillegally. Nobody exceptSteve. If people could buymusic easily and cheaply, he thought theywouldn’tmindpaying. Becausehecould“thinkdifferent,”SteveopenedtheiTunesMusicStorein2003.Itwasnotaregularstore; it wasn’t in a building. It was a program you downloaded onto a computer. Using his famouspowers of persuasion, hemade a deal withmany record companies to sell their songs on iTunes forninety-ninecentsapiece. Inthefirstdayitwasopen,theiTunesstoresoldtwohundredseventy-fivethousandsongs.Itwassoeasytoordersongs.Itdidn’tcostmuch.EveryonebeganbuyingmusicovertheInternet.

STEVEJOBSANDMUSIC

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ALTHOUGH STEVE AND WOZ WERE BOTH CRAZY ABOUT COMPUTERS, THEIRFRIENDSHIP REALLY STARTED BECAUSE THEY SHARED THE SAME TASTES IN MUSIC.THEY BOTH LOVED THE SINGER- SONGWRITER BOB DYLAN. STEVE HUNTED FORRECORDINGSOFDYLAN’SLIVESHOWSONREEL-TO-REELTAPES. STEVEFINALLYMETDYLANINPERSONIN2004.STEVEALSOLOVEDTHEBEATLES.SOHEWASDETERMINEDFORBEATLES’SONGSTOBESOLDONITUNES.ITTOOKYEARSFORHIMTOCOMETOADEAL WITH THE SURVIVING BAND MEMBERS AND THEIR FAMILIES. FINALLY, IN 2010,BEATLES’SONGSBECAMEAVAILABLEONITUNES.

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Chapter8

InsanelyGreat

ApplewasbackontopandsowasSteve.HewasstilltheheadofPixar.Hewasalsohelpingtoraise

Reed,Erin,andEve.LisahadgraduatedfromHarvard.Hiswife,Laurene,hadfoundedCollegeTrack,acharitythathelpskidsfrompoorfamiliesgetintocollege.

Stevehadmanyplans for the future.Then somethinghappened that he couldnot control. In 2003, a

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medicalcheckuprevealedthathehadcancerinhispancreas.HisdoctorsaswellasLaureneandmanyfriendsadvisedStevetohavesurgeryrightaway.Butasalways,Stevewantedto“thinkdifferent.”Stevetried to treathis cancerbychanginghisdiet.But thecancergrew.So in July2004,heagreed tohavesurgerytoremovethetumor.HetoldpeopleatAppleheexpectedtoreturntoworkinSeptember. Stevedidreturntowork.However,hedidn’tlookwell.Hewaslosingweightandwaspale.Peopleworriedthatthecancerwasgrowingagain.Hedidn’ttalkmuchaboutbeingsick.Butin2005,hegaveaspeechtothegraduatingclassatStanfordUniversity.Hesaidthathavingcancershowedhimthat“timeislimited, so don’t waste it living someone else’s life…. have the courage to follow your heart andintuition.” ThesewerewordsthatSteveJobstrulylivedby.Perhapshedidn’thavemuchtimeleft.Soonceagain,Stevebeganthinkingabouthowtochangethewaypeopleusedtechnology.

By2005,cellphoneswereeverywhere.Stevehadacellphone,buthedidn’t like it. Itdidn’twork

wellorlookgood.Noneofhisfriendsseemedtoliketheircellphones,either.Stevedecidedtomakeaphonethatpeoplecouldfallinlovewith.

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In2007,atashowfornewAppleproducts,Steveshowedtheaudience the iPhone.TheiPhonewas

muchmorethanacellphone.Itwasapowerfulpersonalcomputerthatfitinyourpocket. TheiPhonemadeeveryotherphonelookoutdated.Ithadatouchscreeninsteadofbuttons.E-mailwasonit;theInternetwas,too.TheiPhonecouldtakephotosandfilmaction.EventhoughearlyiPhones,likeearlyMacs,hadflaws,peoplecouldn’twaittogettheirhandsonone.

StevelovedrunningApple.Butatthebeginningof2009,hestartedtakingtimeoff.Stevedidn’tadmit

thathiscancerhadreturned.Evenso,everyoneatAppleknewthatwasthereasonforhisabsence.Stevealso got in touchwithWalter Isaacson, awriter. Isaacsonwrote biographies. Steve asked if Isaacsonwould write his biography. Steve was usually very private. Yet he was offering a tell-all about hispersonallife.Itseemedlikeheknewhemightnotlivemuchlonger.InAprilofthatyear,hehadalivertransplant.Halfasleepbeforehisoperation,Stevecomplainedthatthemedicalequipmentwasuglyandpoorlydesigned!

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Afewmonthslater,hereturnedtowork.Despitehishealth,hehadanewsurpriseforthepublic.

In2010,StevebroughtouttheiPad,Apple’snewtabletcomputer.Itwassmaller,thinner,andlighterthananythingbeforeit.Tabletcomputershadbeenaroundfortwentyyears.Butonceagain,Stevemadeitnewanddifferent.TheiPadwasaportablecomputerwithnowires.ItwasmuchlargerthantheiPhonesoitwas easy to readbookson it or browse theWeborwatchmoviesor playgames.Apple sold threehundredthousandiPadsinoneday.In1997,Applehadnearlygonebankrupt.InAugust2011,itbecamethemostsuccessfulcompanyintheworld.

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Thatsamemonth,StevesteppeddownasCEO.Hewasnolongerwellenoughtocontinueworking.He

stayedathomewithLaureneand theirchildren.ManyofSteve’s friendscame tospend timewithhim,includingBillGates.Thetwomentalkedaboutoldtimes.StevesaidhethankedLaureneforkeepinghim“semi-sane.”Billsaidhiswife,Melinda,haddonethesameforhim.

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AccordingtoSteve’ssisterMonaSimpson,afewhoursbeforehedied,StevelookedathissisterPatti,

thenhischildren,andthenLaurene.Hesaid:“Ohwow.Ohwow.Ohwow.”Thosewerethelastwordshespoke.

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ItwasOctober5,2011.

All over theworld, peoplemourned the news.Apple storeswere covered in sticky notes thankingSteve for all he’ddone.People leftbittenappleson theground in tribute. InCalifornia, youngpeopleplacedcandlesintheshapeofApple’slogoonthesidewalk.

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EveryonefeltthatSteveJobshadchangedthewaytheylived.Hehadn’tinventedthecomputerorthe

mouseortheMP3player.Buthetookthosethingsandmadethempartofeveryone’sdailylife.Hehaddoneexactlywhathesetouttodo.Hehadachievedhisdreams. OneofthefirstpeopletospeakabouthisdeathwashisoldfriendandcompetitorBillGates.Hesaid,“Forthoseofusluckyenoughtogettoworkwithhim,it’sbeenaninsanelygreathonor.”

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BIBLIOGRAPHY

Begley,Sharon,“AMedicalGamble,”Newsweek,November7,2011.

Deutschman,Alan,“ThanksfortheFuture,”Newsweek,November7,2011.

Gladwell,Malcolm,“TheTweaker,”TheNewYorker,November14,2011.

Grossman,Lev,andHarryMcCracken,“AnAmericanGenius,”TimeMagazine,October17,2011.

Isaacson,Walter,“SteveJobs,1955–2011,”TimeMagazine,October17,2011.

Isaacson,Walter.SteveJobs.SimonandSchuster.NewYork.2011.

Kahney,Leander,“TheBestofFrenemies,”Newsweek,November7,2011.

Kahney,Leander,“TheWildernessYears,”Newsweek,November7,2011.

Moritz,Michael.ReturntotheLittleKingdom:SteveJobs,theCreationofApple,andHowItChangedtheWorld.TheOverlookPress.NewYork.2009.

* Sheen, Barbara. People in the News: Steve Jobs. Gale Cengage Learning. Farmington Hills,Michigan.2009.

Smolowe,Jill,“SteveJobs1955–2011.”PeopleMagazine,October24,2011.

* Venezia, Mike. Steve Jobs & Steve Wozniak: Geek Heroes Who Put the Personal inComputers.Scholastic.NewYork.2010.

*Booksforyoungreaders

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