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March 2012 REVIEW QUESTIONS • ANSWER KEY March 2012 REVIEW QUESTIONS • ANSWER KEY A Different World was important for Apple because move influenced by Mr. Jobs—he lashed 1 When he was a child many of Mr. its last two product launches were out by writing a tell-all memoir and Jobs’ neighbors in San Francisco were disappointing; one had glitches, and the described Mr. Jobs as a “back-stabber.” engineers, who introduced young other reached dealers after the hype 3 Chiat/Day is the advertising company people, like Mr. Jobs, to electronics kits had died out. Also, IBM was leading behind the memorable “Think and computers. the big-business market for personal Different” Apple campaign. Mr. Jobs 2. Apple Computer’s first product was a computers, and it was also about to rehired the company when he returned computer—sort of. The Apple I machine begin selling a personal computer. to Apple. Chiat/Day presented a new had keyboard, no power source and no slogan to the board: “We’re back.” screen or case or computer languge to ‘The Boy Just Isn’t Getting It’ The board liked it but Mr. Jobs hated make it work. But Mr. Jobs and Steve 1 For many years, Apple and IBM it, calling it “stupid.” The head of the Wozniak sold them to a computer store had been perceived and pitted as agency defended Mr. Jobs’ style, saying owner, who assembled the missing adversaries, but they recognized that he only intimidated the weaker people pieces. by joining forces they could build an who couldn’t keep up with him. 3 Mr. Jobs was stripped of his duties in operating system to rival that of Next. 4 Upon returning to Apple, Mr. Jobs 1985 because he had become a problem. This followed IBM’s pulling out of a deal stabilized the company by changing He interfered with others’ work and with Next because Mr. Jobs insisted on its approach to marketing, introducing changed plans. He also wasn’t making full control. new products and returning the important deadlines. 2 Mr. Jobs’ overzealous personality company to profitability. He decided 4 Apple rehired Mr. Jobs because the allowed Next to attract capital and to stay out of Microsoft-Intel’s way as company was struggling and it was attention, both positive and negative. far as desktop computers, and agreed looking for new software to improve He insisted on complete control, which to support Microsoft software and its operating system. It decided to buy blocked the possibility of working with its Internet browser for Apple Macs. NexT, and Mr. Jobs returned in 1997. IBM. He upset both employees and Mr. Jobs focused on education and 5 Mr. Jobs stabilized Apple with a line of prospective business partners. desktop publishing, bringing to market colorful Mac computers, and then with a sub-$1,000 laptop and Apple TV. the creation of iTunes, which led to the Apple II: The Wrath of Jobs One business move was to sign a deal iPod’s launch in September 2011. 1 Mr. Jobs describes former colleagues with CompUSA to open mini Apple John Scully and Gilbert Amelio stores within its stores. Apple PC sales ‘1984’ as “bozos.” He was known to play quadrupled, planting the seed for the 1 The ad campaign, which introduced favorites, such as showing preference standalone Apple stores seen at many Apple’s new Macintosh computer, to the team that worked on the Mac and malls today. cost $15 million. It bought a pre- the workers he brought to Apple from Remaking Music introduction television ad campaign, his company Next Software. He would road tours, sneak previews for badmouth other coworkers. After one 1 To win over music-company executives, journalists, a 20-page insert running in meeting with Apple managers, he yelled Mr. Jobs met with executives. He 10 million copies of various magazines, at his chief technology officer, Ellen convinced them that his new creation— and another TV campaign with ads Hancock, and called her names. He even and Apple’s trademark elegance and airing during the winter Olympics. was able to convince much of Apple’s simplicity—would make consumers pay 2 Courtship of the press so important board to resign so he could replace for music. to a product’s success, because a news them with people he liked better. 2 The main problem for Mr. Jobs, as with article has more credibility with Mr. Jobs fired people on the spot for his competitors, is that any pay service consumers than an advertisement, so disagreeing with him. must compete with the unlimited free positive stories about a new product are 2 Dr. Gilbert Amelio was an Apple CEO songs available on Internet peer-to- particularly valuable. dismissed in by the board 1998. Before peer swapping sites. Though the new 3 Regis McKenna is a marketing and returning to Apple, Mr. Jobs was at Apple offering was expected to have a public-relations man who specializes Next, and he persuaded Amelio to pay large selection, it wouldn’t be as large in lining up publicity for Silicon Valley $430 million for Next to obtain the as the unauthorized bazaars. companies. He set up interviews for the technology for a new system called media with Mr. Jobs and John Sculley, Rhapsody. Mr. Amelio was so impressed who was the CEO and president of that he asked Mr. Jobs to return to Apple. Apple as a consultant. After Mr. Amelio 4 The success of the Macintosh launch was dismissed by the Apple board—a The Wall Street Journal Classroom Edition Online Teacher Guide was developed by Joy A. Visconti, Teacher Guide Editor, and Krishnan M. Anantharaman, Managing Editor. Additional editorial contributions by: Nina Berler, Chatham, N.J.; Jillian Melchior, New York; Emiliana Sandovol, Los Angeles; Karessa Weir, Jackson, Mich. The Wall Street Journal Classroom Edition is published monthly, September through May, by Dow Jones & Company, Inc., P.O. Box 300, Princeton, N.J. 08543-0300. Subscription rates are $125 for a classroom set of 30 copies for one semester; $199 for the academic year. Contents of The Wall Street Journal Classroom Edition Online Teacher Guide may be reproduced for educational purposes only. THE WALL STREET JOURNAL CLASSROOM EDITION: March 2012 Name Date TEST YOUR KNOWLEDGE OF THIS MONTH’S ISSUE True or False Matching 1 Steve Jobs was fired from Apple because its board of directors Match the year with the significant achievement by Steve Jobs didn’t like his management style. below: (FALSE; Answer found page 9) __C__ 1 Mr. Jobs was stripped of his duties at Apple. 2 Mr. Jobs first post-Apple job—at Next, Inc.—began with great __G__ 2 Apple introduces iPod. fanfare and generous funding. __A__ 3 Mr. Jobs and Steve Wozniak formed the company Apple (TRUE; p. 10) Computer. __D__ 4 Mr. Jobs buys Pixar. 3 Mr. Jobs was always complimentary of the workforce at Apple __B__ 5 Introduction of the Macintosh computer. because he knew what it felt like to be an unappreciated worker. __H__ 6 Mr. Jobs is treated for cancer. (FALSE; p. 14) __E__ 7 Introduction of Next computer. __F__ 8 Mr. Jobs returns to Apple. 4 The iPod was Apple’s first non-Macintosh computer product since Mr. Jobs retuned to lead the company a second time. a) 1976 (TRUE; p. 16) b) 1984 c) 1985 5 The creation of the iPhone was a result of Mr. Jobs trying to d) 1986 invent a tablet computer and not a phone. e) 1988 (TRUE; p. 19) f) 1997 g) 2001 h) 2004 Multiple Choice 1 The courtship of this group is considered to be vital to the 4 Apple modeled its brick-and-mortar stores after success of product introductions: a) Best Buy a) Fortune 500 CEOs b) CompUSA b) Soccer moms c) Gateway c) The press d) Target d) Computer science professors e) The Gap e) High school teachers (C; p. 15) (C; p. 8) 5 After turning it into a billion-dollar success, Mr. Jobs sold 2 The first movie Pixar released was Pixar to a) Finding Nemo a) IBM b) Toy Story b) Disney c) A Bug’s Life c) Steve Wozniak d) Ratatouille d) Microsoft e) Monsters, Inc. e) George Lucas (B; p. 12) (B; p. 20) 3 During Mr. Jobs’s second stint at Apple, he made some serious moves to compete with Microsoft, such as a) Focus product lines on education and desktop publishing b) Create a sub-$1,000 laptop c) Signed a deal with Best Buy, to have a mini-store within its store d) All of the above e) A and B only (E; p. 14) THE WALL STREET JOURNAL CLASSROOM EDITION: March 2012 .
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