««iÊ œ˜w`i˜Ìˆ>Ê Ó°ä\Ê/ iÊ iw˜ˆÌˆÛiÊ ˆÃ̜ÀÞÊ œvÊ Ì iÊ7œÀ`½ÃÊ œÃÌÊ œœÀvÕÊ œ“«>˜Þ œ«ÞÀˆ} ÌÊ^ÊÓää{ÊLÞÊ"Üi˜Ê7°Êˆ˜â“>ÞiÀ

Ê Àˆ} ÌÃÊ ÀiÃiÀÛi`°Ê œÊ «>ÀÌÊ œvÊ Ì ˆÃÊ ÜœÀŽÊ “>ÞÊ LiÊ Ài«Àœ`ÕVi`Ê œÀÊ ÌÀ>˜Ã“ˆÌÌi`Ê ˆ˜Ê >˜ÞÊ tag">vœÀ“Ê œÀÊ LÞÊ >˜ÞÊ “i>˜Ã]Ê iiVÌÀœ˜ˆVÊ œÀÊ “iV >˜ˆV>]Ê ˆ˜VÕ`ˆ˜}Ê « œÌœVœ«Þˆ˜}]Ê ÀiVœÀ`ˆ˜}]Ê œÀÊ LÞÊ >˜ÞÊ ˆ˜vœÀ“>̈œ˜Ê Ã̜À>}iÊ œÀÊ *ÕLˆÃ iÀ\Ê7ˆˆ>“Ê*œœVŽ ÀiÌÀˆiÛ>ÊÃÞÃÌi“]ÊÜˆÌ œÕÌÊÌ iÊ«ÀˆœÀÊÜÀˆÌÌi˜Ê«iÀ“ˆÃȜ˜ÊœvÊÌ iÊVœ«ÞÀˆ} ÌÊ >˜>}ˆ˜}Ê `ˆÌœÀ\Ê>ÀœÊÕÀ>`œ œÜ˜iÀÊ>˜`ÊÌ iÊ«ÕLˆÃ iÀ° œ«ÞÊ `ˆÌœÀ\Ê
˜`ÞÊ >ÀÀœ *ÀœœvÀi>`iÀ\Ê-Ìi« >˜ˆiÊ*ÀœÛˆ˜ià /À>`i“>ÀŽi`ʘ>“iÃÊ>ÀiÊÕÃi`ÊÌ ÀœÕ} œÕÌÊÌ ˆÃÊLœœŽ°Ê,>Ì iÀÊÌ >˜ÊÕÃiÊ *>}iÊ>ޜÕÌ\Ê"Üi˜Ê7°Êˆ˜â“>ÞiÀ >ÊÌÀ>`i“>ÀŽÊÃޓLœÊÜˆÌ ÊiÛiÀÞʜVVÕÀÀi˜ViʜvÊ>ÊÌÀ>`i“>ÀŽi`ʘ>“i]ÊÜiÊ œÛiÀÊ iÈ}˜iÀ\Ê iÀiŽÊ9ii >ÀiÊÕȘ}ÊÌ iʘ>“iÃʜ˜Þʈ˜Ê>˜Êi`ˆÌœÀˆ>Êv>à ˆœ˜Ê>˜`Ê̜ÊÌ iÊLi˜iwÌʜvÊÌ iÊ ˜`iÝiÀ\Êiۈ˜Ê ÀœVVœˆ ÌÀ>`i“>ÀŽÊœÜ˜iÀ]ÊÜˆÌ Ê˜œÊˆ˜Ìi˜Ìˆœ˜Êœvʈ˜vÀˆ˜}i“i˜ÌʜvÊÌ iÊÌÀ>`i“>ÀŽ°Ê
««iÊ œ“«ÕÌiÀ]ʘV°Ê >ÃʘœÌÊ>ÕÌ œÀˆâi`ʜÀÊœÌ iÀ܈ÃiÊi˜`œÀÃi`ÊÌ iÊVœ˜Ìi˜ÌÃʜvÊ *Àˆ˜Ìi`ʈ˜ÊÌ iÊ1-
ʜ˜ÊÀiVÞVi`Ê«>«iÀ° Ì ˆÃÊLœœŽ°Ê õՈÀiʈÃÊ>ÊÌÀ>`i“>ÀŽÊœvÊi>ÀÃÌÊ >}>∘iÃÊ*Àœ«iÀÌÞ]ʘV°Ê
Ê £ÊÓÊÎÊ{ÊxÊÈÊÇÊnʙʣä‡äÈÊäxÊä{ Àˆ} ÌÃÊÀiÃiÀÛi`°Ê œÊ-Ì>ÀV Ê*ÀiÃÃÊ>˜`ÊÌ iÊ œÊ-Ì>ÀV Ê*ÀiÃÃʏœ}œÊ>ÀiÊÀi}ˆÃÌiÀi`Ê ÌÀ>`i“>ÀŽÃʜvÊ œÊ-Ì>ÀV Ê*ÀiÃÃ]ʘV°

œÀʈ˜vœÀ“>̈œ˜Êœ˜ÊÌÀ>˜Ã>̈œ˜ÃʜÀÊLœœŽÊ`ˆÃÌÀˆLÕ̜ÀÃ]Ê«i>ÃiÊVœ˜Ì>VÌÊ œÊ -Ì>ÀV Ê *ÀiÃÃ]Ê ˜V°]Ê xxxÊ iÊ >ÀœÊ -ÌÀiiÌ]Ê -ՈÌiÊ Óxä]Ê ->˜Ê À>˜VˆÃVœ]Ê
Ê ™{£äÇ]Ê ­{£x®Ê nÈ·™™ää]Ê v>ÝÊ ­{£x®Ê nÈ·™™xä]Ê ˆ˜vœJ˜œÃÌ>ÀV °Vœ“]Ê ÜÜÜ°˜œÃÌ>ÀV °Vœ“°

/ iʈ˜vœÀ“>̈œ˜Êˆ˜ÊÌ ˆÃÊLœœŽÊˆÃÊ`ˆÃÌÀˆLÕÌi`ʜ˜Ê>˜Êº
ÃÊûÊL>ÈÃ]ÊÜˆÌ œÕÌÊ Ü>ÀÀ>˜ÌÞ°Ê7 ˆiÊiÛiÀÞÊ«ÀiV>Ṏœ˜Ê >ÃÊLii˜ÊÌ>Ži˜Êˆ˜ÊÌ iÊ«Ài«>À>̈œ˜ÊœvÊÌ ˆÃÊ ÜœÀŽ]ʘiˆÌ iÀÊÌ iÊ>ÕÌ œÀʘœÀÊ œÊ-Ì>ÀV Ê*ÀiÃÃÊà >Ê >ÛiÊ>˜Þʏˆ>LˆˆÌÞÊ̜Ê>˜ÞÊ «iÀܘʜÀÊi˜ÌˆÌÞÊÜˆÌ ÊÀiëiVÌÊ̜Ê>˜ÞʏœÃÃʜÀÊ`>“>}iÊV>ÕÃi`ʜÀÊ>i}i`Ê̜ÊLiÊ V>ÕÃi`Ê`ˆÀiV̏ÞʜÀʈ˜`ˆÀiV̏ÞÊLÞÊÌ iʈ˜vœÀ“>̈œ˜ÊVœ˜Ì>ˆ˜i`ʈ˜ÊˆÌ°

ˆLÀ>ÀÞʜvÊ œ˜}ÀiÃÃÊ >Ì>œ}ˆ˜}‡ˆ˜‡*ÕLˆV>̈œ˜Ê >Ì> ˆ˜â“>ÞiÀ]Ê"Üi˜Ê7°
««iÊ Vœ˜w`i˜Ìˆ>Ê Ó°ä\Ê Ì iÊ `iw˜ˆÌˆÛiÊ ˆÃ̜ÀÞÊ œvÊ Ì iÊ ÜœÀ`½ÃÊ “œÃÌÊ VœœÀvՏÊVœ“«>˜ÞÊÉÊ"Üi˜Ê7°Êˆ˜â“>ÞiÀ° «°Ê V“° ˜VÕ`iÃʈ˜`iÝ° - Ê£‡x™ÎÓLJä£ä‡äÊ­«LŽ°Ê\Ê>Ž°Ê«>«iÀ® £°Ê
««iÊ œ“«ÕÌiÀ]Ê ˜V°‡‡ˆÃ̜ÀÞ°Ê Ó°Ê œ“«ÕÌiÀÊ ˆ˜`ÕÃÌÀއ‡1˜ˆÌi`Ê -Ì>ÌiLJˆÃ̜ÀÞ°Ê °Ê/ˆÌi°  ™È™È°Ó°1È{
ÈÇ{Ê Óää{ ÎÎn°Ç½È£ää{£Èx‡‡`VÓÓÊ ™n‡{™£ÎÓ

iv v About these excerpts

/ ˆÃÊ* ÊwiÊVœ˜Ì>ˆ˜ÃÊÌ iÊwÀÃÌÊÌܜʫ>}iÃʜvÊi>V ÊV >«ÌiÀʈ˜Ê
««iÊ œ˜vˆ`i˜Ìˆ>Ê Ó°äÊ ÌœÊ «ÀœÛˆ`iÊ «œÌi˜Ìˆ>Ê LÕÞiÀÃÊ >˜Ê œ««œÀÌ՘ˆÌÞÊ ÌœÊ Ài>`Ê Ài«ÀiÃi˜Ì>̈ÛiÊiÝViÀ«ÌÃʜvÊÌ iÊi˜ÌˆÀiÊLœœŽ°Ê7 ˆiÊޜÕʓ>ÞÊ`ˆÃÌÀˆLÕÌiÊÌ ˆÃÊ * ʈ˜Ê՘>ÌiÀi`ÊvœÀ“ÊvœÀÊvÀii]Ê>ÊÀˆ} ÌÃÊ>ÀiÊÀiÃiÀÛi`°Ê/ ˆÃʓ>ÌiÀˆ>Ê“>ÞÊ ˜œÌÊLiÊ`Õ«ˆV>Ìi`ʈ˜Ê>˜ÞÊœÌ iÀÊvœÀ“ÊÜˆÌ œÕÌÊiÝ«ÀiÃÃÊÜÀˆÌÌi˜Ê«iÀ“ˆÃȜ˜Ê vÀœ“ÊÌ iÊ>ÕÌ œÀʜÀÊ«ÕLˆÃ iÀ° œ˜½ÌÊ iÈÌ>ÌiÊ̜Êi“>ˆÊœÜi˜ˆ˜ŽJœÜi˜ˆ˜Ž°Vœ“ʈvÊÌ iÀi½ÃÊܓiÌ ˆ˜}Ê ÞœÕ½`ʏˆŽiÊ̜Ê`ˆÃVÕÃÃÊ>vÌiÀÊÀi>`ˆ˜}ÊÌ iÃiÊiÝViÀ«ÌðÊœÀÊ`iÌ>ˆÃʜ˜ÊLÕވ˜}Ê >˜Ê>Õ̜}À>« i`ÊVœ«ÞʜvÊÌ iÊLœœŽÊ>ÌÊ>ÊÃÕLÃÌ>˜Ìˆ>Ê`ˆÃVœÕ˜Ì]Ê«i>ÃiÊۈÈÌÊÊ ÜÜÜ°œÜi˜ˆ˜Ž°Vœ“°

iv v Introduction

ÊwÀÃÌÊLi}>˜ÊVœÛiÀˆ˜}Ê
««iÊ œ“«ÕÌiÀʈ˜ÊÌ iÊi>ÀÞÊ£™näÃÊ>ÃÊÌ iʺ
««iÊ >ÀÌ»Ê VœÕ“˜ˆÃÌÊvœÀÊ Ài>̈ÛiÊ œ“«Ṏ˜}°Ê-ˆ˜ViÊÌ i˜]ʽÛiÊ i`Êi`ˆÌœÀˆ>Ê«œÃˆÌˆœ˜ÃÊ >ÌÊ
³]Ê >V
``ˆVÌ]Ê >V œ“«Ṏ˜}]ʓ>V" ]Ê >V1ÃiÀ]Ê>˜`Ê ˆLLi]Ê«ÕÃÊ ½ÛiÊVœ˜ÌÀˆLÕÌi`Êvi>ÌÕÀiÊ>À̈ViÃ]ÊÀiۈiÜÃ]Ê>˜`ÊVœÛiÀÊÃ̜ÀˆiÃÊ̜ÊۈÀÌÕ>ÞÊiÛiÀÞÊ “>œÀÊ
««i‡Ã«iVˆwVÊ«ÕLˆV>̈œ˜°Ê½`ÊLiÌÊÌ iÀiÊ>Ài˜½ÌʓœÀiÊÌ >˜Ê>Ê >˜`vÕÊ œvÊi“«œÞiiÃÊÜ œÊ >ÛiÊLii˜Ê>ÌÊ
««iÊ>Ãʏœ˜}Ê>ÃʽÛiÊLii˜ÊvœVÕȘ}ʜ˜ÊÌ iÊ Vœ“«>˜Þʈ˜Ê“ÞʍœÕÀ˜>ˆÃ“ÊV>ÀiiÀ°
ÃÊޜÕʓˆ} Ìʈ“>}ˆ˜i]Ê«>ÀÌʜvʓÞʍœLÊ >ÃÊi˜Ì>ˆi`ÊÀi>`ˆ˜}ʘi>ÀÞÊ iÛiÀÞÌ ˆ˜}Ê iÛiÀÊ ÜÀˆÌÌi˜Ê >LœÕÌÊ
««i°Ê ii«ˆ˜}Ê Ì>LÃÊ œ˜Ê
««iÊ >ÃÊ Lii˜Ê V >i˜}ˆ˜}]Ê̜ÊÃ>ÞÊÌ iʏi>Ã̰ʽÛiÊ܈̘iÃÃi`Ê}œÃÈ«ÊLiVœ“iÊÀՓœÀÊLiVœ“iÊ v>VÌÊLiVœ“iʏi}i˜`°Ê½ÛiÊ܈˜Vi`Ê>ÃÊLÕȘiÃÃÊÀi«œÀÌiÀÃÊ«Ài“>ÌÕÀiÞÊÜÀœÌiÊ
««i½ÃʜLˆÌÕ>ÀÞÊ̈“iÊ>˜`Ê>}>ˆ˜°Ê
˜`ʽÛiÊÜ>`i`ÊÌ ÀœÕ} ÊÌ ˆVŽÊ̜“iÃÊÜˆÌ Ê «>}iÊ>vÌiÀÊ«>}iʜvÊLœÀˆ˜}Ê}À>ÞÊÌiÝÌ°Ê7ˆÌ ÊÌ iÃiÊà œÀÌVœ“ˆ˜}Ãʈ˜Ê“ˆ˜`]ÊÊ ÃiÌʜÕÌÊ̜ʓ>ŽiÊ
««iÊ œ˜w`i˜Ìˆ>Ê>ÃÊ>VVÕÀ>Ìi]ʜLiV̈Ûi]Ê>˜`Êi˜ÌiÀÌ>ˆ˜ˆ˜}Ê >ÃÊ«œÃÈLi°
VVÕÀ>VÞÊ ˆÃÊ >˜Ê >`“ˆÀ>LiÊ }œ>Ê LÕÌÊ ÀiµÕˆÀiÃÊ Vœ˜Ãˆ`iÀ>LiÊ ivvœÀÌÊ ÌœÊ >V ˆiÛi°Ê"˜iʜvÊÌ iʏÕÝÕÀˆiÃʜvÊÜÀˆÌˆ˜}Ê>LœÕÌÊ>ÊVœ˜Ìi“«œÀ>ÀÞÊVœ“«>˜ÞʈÃÊ Ì >ÌʓœÃÌʜvÊÌ iÊ«iœ«iʈ˜ÛœÛi`ʈ˜ÊˆÌÃÊ ˆÃ̜ÀÞÊ>ÀiÊÃ̈Ê>ˆÛiÊ>˜`Ê܈ˆ˜}Ê̜ÊÌ>Ž°Ê 7 i˜iÛiÀÊ«œÃÈLi]ʽÛiʈ˜ÌiÀۈiÜi`ʎiÞÊ«>ÞiÀÃÊ>˜`Ê>Îi`ÊÌ i“Ê̜ÊÀiۈiÜÊ ÀiiÛ>˜ÌÊÃiV̈œ˜ÃʜvÊÌ ˆÃÊLœœŽ°ÊœÜiÛiÀ]ÊʘiÛiÀÊ̜œŽÊ>˜ÞÌ ˆ˜}ÊÊÜ>ÃÊ̜`Ê>ÌÊ v>ViÊÛ>ÕiÊLiV>ÕÃiʓi“œÀˆiÃÊ>ÀiÊv>ˆLiÊ­iëiVˆ>ÞÊ`iV>`iÃÊÀi“œÛi`®]Ê>˜`Ê i}œÃÊ>ÀiÊvÀ>}ˆiÊ­ÃÕVViÃÃÊ >Ãʓ>˜ÞÊv>Ì iÀÃÆÊv>ˆÕÀiʈÃÊ>˜ÊœÀ« >˜®°Ê,>Ì iÀÊÌ >˜Ê Ài >à ʜ`ʓÞÌ ÃÊ>˜`ÊÀi«i>ÌÊVœ˜Ûi˜Ìˆœ˜>Ê܈Ã`œ“]ÊÊ՘VœÛiÀi`ÊÌ iÊÌÀÕÌ Ê >LœÕÌÊ
««iÊLÞÊÀՓ“>}ˆ˜}ÊÌ ÀœÕ} ÊvœÀ}œÌÌi˜Ê>ÀV ˆÛiÃÊ>˜`Ê`œÕLi‡V iVŽˆ˜}Ê ÃœÕÀViÊ`œVՓi˜ÌðÊ/ iÀivœÀi]ÊÜ i˜iÛiÀÊޜÕÊÃiiÊ>Ê«ÀiVˆÃiÊ`>Ìi]Êw}ÕÀi]ʜÀÊ µÕœÌiʈ˜Ê
««iÊ œ˜w`i˜Ìˆ>]ÊޜÕÊV>˜ÊLiÊVœ˜w`i˜ÌʜvʈÌÃÊ>VVÕÀ>VÞ° "LiV̈ۈÌÞÊÜ>ÃÊv>ÀÊi>ÈiÀÊ̜Ê>V ˆiÛiÊÌ >˜Ê>VVÕÀ>VÞÆÊ>ÊÊ >`Ê̜Ê`œÊÜ>ÃÊ ÃÕ««ÀiÃÃÊÌ iÊÕÀ}iÊ̜ʜvviÀʓÞʜ«ˆ˜ˆœ˜ÃÊÜ ˆiÊÜÀˆÌˆ˜}°Ê/ ˆÃʈ˜ÌÀœ`ÕV̈œ˜ÊˆÃÊ Ì iʜ˜ÞÊ«>Viʈ˜ÊÌ iÊi˜ÌˆÀiÊLœœŽÊÜ iÀiʺ»Êˆ˜ÌÀÕ`i°ÊÊ >ÛiʘœÊ>ÝÊ̜Ê}Àˆ˜`]Ê ˜œÊ«iÀܘ>ÊÃVœÀiÃÊ̜ÊÃiÌ̏i]Ê>˜`ʘœÊLˆ˜`ˆ˜}Ê>i}ˆ>˜ViÊ̜ÊÌ iÊVœ“«>˜ˆiÃÊ VœÛiÀi`ʈ˜ÊÌ ˆÃÊLœœŽ°Ê
`“ˆÌÌi`Þ]ÊÌ iÊÃ̜ÀˆiÃʽÛiÊV œÃi˜Ê̜ÊÌiÊ>ÀiÊÌ œÃiÊÌ >ÌÊ ÊÃÕLiV̈ÛiÞÊviiÊ>ÀiÊÌ iʓœÃÌʈ“«œÀÌ>˜ÌÊ>˜`ʈ˜ÌiÀiÃ̈˜}°Ê ÕÌÊLiV>ÕÃiÊÊ`ˆ`Ê ˜œÌÊÃiÌʜÕÌÊ̜Ê`iˆvÞʜÀÊۈˆvÞÊ>˜Þœ˜i]ÊʘiÛiÀʈ˜Ìi˜Ìˆœ˜>Þʜ“ˆÌÌi`Ê`>“˜ˆ˜}Ê œÀÊiÝVՏ«>̜ÀÞʓ>ÌiÀˆ>°Ê,>Ì iÀ]ʽÛiÊVœ“«ˆi`ÊÌ iÊv>VÌÃÊ>˜`Êʏi>ÛiʈÌÊ̜ÊޜÕ]Ê Ì iÊÀi>`iÀ]Ê̜Ê`À>ÜÊޜÕÀʜܘÊVœ˜VÕȜ˜Ã°Ê
««iÊ œ˜w`i˜Ìˆ>ÊV Àœ˜ˆViÃÊLœÌ Ê Ì iÊLiÃÌÊ>˜`ÊÌ iÊܜÀÃÌʜvÊ
««i½ÃÊÀi“>ÀŽ>LiÊ ˆÃ̜ÀްʘÊÌ iÃiÊ«>}iÃ]ÊޜսÊ vœœÜÊÌ iÊVœ“«>˜ÞÊ>ÃʈÌÊ}ÀœÜÃÊvÀœ“ÊÕ«ÃÌ>ÀÌʓi`ˆ>Ê`>Àˆ˜}]ÊLiVœ“iÃÊ>˜Ê ˆ˜`ÕÃÌÀއi>`ˆ˜}Ê«œÜiÀ œÕÃi]Êv>ÌiÀÃÊ՘`iÀÊ>ÊÃiÀˆiÃʜvÊ`ˆÃ>ÃÌÀœÕÃÊiÝiVṎÛiÊ `iVˆÃˆœ˜Ã]Ê Ì>ŽiÃÊ ˆÌÃÊ ˆVŽÃÊ >ÃÊ ÌiV ˜œœ}ÞÊ Ü ˆ««ˆ˜}Ê LœÞ]Ê >˜`Ê ÀiLœÕ˜`ÃÊ ÌœÊ ˆ˜˜œÛ>̈œ˜Ê>˜`Ê«ÀœwÌ>LˆˆÌÞ°Ê / iÊi˜ÌiÀÌ>ˆ˜“i˜ÌÊÛ>ÕiʜvÊ
««iÊ œ˜w`i˜Ìˆ>ÊÊVœ“iÃÊ«Àˆ“>ÀˆÞÊvÀœ“Ê Ì iÊÃÕLiVÌÊ “>ÌÌiÀ°Ê9œÕ½`Ê LiÊ >À`Ê «ÀiÃÃi`ÊÌœÊ w˜`Ê >˜œÌ iÀÊ œÀÌ՘iÊ xääÊ Vœ“«>˜ÞÊ>ÃÊv>ÃVˆ˜>̈˜}Ê>ÃÊ
««i]ÊÜˆÌ ÊˆÌÃʏ>À}iÀ‡Ì >˜‡ˆviÊvœÕ˜`iÀÃ]ʈ˜`ÕÃÌÀއ viii ix >ÌiÀˆ˜}Ê«Àœ`ÕVÌÃ]Ê>˜`Ê՘œÀÌ œ`œÝÊVœÀ«œÀ>ÌiÊVՏÌÕÀi°Ê9iÌʓœÃÌÊLœœŽÃÊÌiÊÌ iÊ Ì>iʜvÊ
««iÊLÞÊÕȘ}ʘœÌ ˆ˜}ÊLÕÌÊÌiÝÌʈ˜Êœ˜iʏœ˜}ʘ>ÀÀ>̈Ûi]ÊÜ ˆV ʈÃʈÀœ˜ˆVÊ Vœ˜Ãˆ`iÀˆ˜}ÊÌ >ÌÊ
««iÊ«À>V̈V>Þʈ˜Ûi˜Ìi`ÊÌ iÊVœ˜Vi«ÌÃʜvÊ}À>« ˆVÇÀˆV Ê `iÎ̜«Ê«ÕLˆÃ ˆ˜}Ê>˜`Ê Þ«iÀˆ˜Ži`ʈ˜vœÀ“>̈œ˜°Ê
««iÊ œ˜w`i˜Ìˆ>ÊˆÃÊÌ iÊ œ˜ÞÊLœœŽÊÌ >ÌÊÀiVœÕ˜ÌÃÊÌ iÊVœ“«iÌiÊ ˆÃ̜ÀÞʜvÊ
««iÊÌ ÀœÕ} ÊÀiÛi>ˆ˜}Ê Ã̜ÀˆiÃ]ʈ˜ÌiÀiÃ̈˜}ʓ>À}ˆ˜Ê˜œÌiÃ]ʘՓiÀœÕÃÊ« œÌœ}À>« Ã]Ê`iÌ>ˆi`Ê̈“iˆ˜iÃ]Ê >˜`Ê«ˆÌ Þʵ՜ÌiÃ°Ê iV>ÕÃiʈÌÊ`œiÃʘœÌÊvœœÜÊ>ÊÃÌÀˆVÌÊV Àœ˜œœ}ˆV>ÊvœÀ“>Ì]Ê
««iÊ œ˜w`i˜Ìˆ>Ê˜ii`ʘœÌÊLiÊÀi>`ʈ˜ÊˆÌÃÊi˜ÌˆÀiÌÞÊvÀœ“ÊvÀœ˜ÌÊ̜ÊL>VŽ°Ê˜ÃÌi>`]Ê Ì iʓ>ˆ˜Ê«Àœ`ÕVÌÃ]ÊiÝiVṎÛiÃ]ÊÌÀˆÕ“« Ã]Ê>˜`ÊVÀˆÃiÃʈ˜ÊÌ iÊVœ“«>˜Þ½ÃʏˆviÊ>ÀiÊ iÝ>“ˆ˜i`ʈ˜ÊÌ iˆÀʜܘÊvÀiiÃÌ>˜`ˆ˜}ÊV >«ÌiÀÃ]ÊÜˆÌ ÊܓiʜÛiÀ>«Ê«ÀœÛˆ`i`Ê vœÀÊ ˆÃ̜ÀˆV>ÊVœ˜ÌiÝÌ° / >˜ŽÊޜÕÊvœÀÊLÕވ˜}Ê
««iÊ œ˜w`i˜Ìˆ>]Ê>˜`Ê`œ˜½ÌÊ iÈÌ>ÌiÊ̜ÊVœ˜Ì>VÌÊ “iʈvÊÌ iÀi½ÃÊܓiÌ ˆ˜}Êޜս`ʏˆŽiÊ̜Ê`ˆÃVÕÃÃÊ>vÌiÀÊÀi>`ˆ˜}ʓÞÊLœœŽ°

"Üi˜Ê7°Êˆ˜â“>ÞiÀ ÓÓÓÇÊ£xÌ Ê
Ûi˜Õi ->˜ÊÀ>˜VˆÃVœ]Ê >ˆvœÀ˜ˆ>ʙ{££È‡£nÓ{ œÜi˜ˆ˜ŽJœÜi˜ˆ˜Ž°Vœ“ÊUÊÜÜÜ°œÜi˜ˆ˜Ž°Vœ“

x The Genesis of Apple

The Genesis of Apple

̽Ãʜ˜ÞÊwÌ̈˜}ÊÌ >ÌÊÌ iÊÌ>iʜvÊ
««iÊLi}ˆ˜Ãʈ˜ÊÌ iÊvÀՈÌʜÀV >À`ÃʜvÊÌ iÊ->˜Ì>Ê >À>Ê6>iÞʍÕÃÌÊ>ÃʈÌÊÜ>ÃÊÌ>Žˆ˜}ʜ˜ÊˆÌÃʘiÜʘ>“i]Ê-ˆˆVœ˜Ê6>iްʈŽiʓ>˜ÞÊ LœÞÃʈ˜Ê ˆÃʘiˆ} LœÀ œœ`Ê>ÌÊÌ iÊ̈“i]Ê-Ìi« i˜Ê>ÀÞÊ7œâ˜ˆ>ŽÊ­LœÀ˜Ê
Õ}ÕÃÌÊ ££]Ê£™xä®ÊÜ>ÃÊi˜Ì ÕÈ>Ã̈VÊ>LœÕÌÊiiVÌÀœ˜ˆVðʘëˆÀi`ÊLÞÊ/œ“Ê-܈vÌÊLœœŽÃÊ >˜`Ê ˆÃÊv>Ì iÀ]ÊÜ œÊÜ>ÃÊ>˜Êi˜}ˆ˜iiÀÊ>ÌÊœVŽ ii`]Ê7œâ˜ˆ>ŽÊLi}>˜Ê̈˜ŽiÀˆ˜}Ê >ÌÊ>˜Êi>ÀÞÊ>}i°Ê
ÌÊœ“iÃÌi>`ʈ} Ê-V œœÊˆ˜Ê Õ«iÀ̈˜œ]Ê iÊ`i“œ˜ÃÌÀ>Ìi`Ê ˆÃÊ܈â>À`ÀÞʈ˜Ê>˜ÊiiVÌÀœ˜ˆVÃÊVœÕÀÃiÊÌ>Õ} ÌÊLÞÊœ ˜Ê V œÕ“°Ê i}ˆ˜˜ˆ˜}Ê ˆ˜Ê£™Èn]Ê7œâ˜ˆ>ŽÊÃÌÕ`ˆi`ÊiiVÌÀˆV>Êi˜}ˆ˜iiÀˆ˜}ÊvœÀÊÃiÛiÀ>ÊÃi“iÃÌiÀÃÊ>ÌÊ Ì iÊ1˜ˆÛiÀÈÌÞʜvÊ œœÀ>`œÊˆ˜Ê œÕ`iÀÆÊÌ i˜Êˆ˜Ê£™È™Ê iʓœÛi`ÊL>VŽÊÌœÊ Ì iÊ >ÞÊ
Ài>]ÊÜ iÀiÊ iÊ̜œŽÊ}i˜iÀ>Êi`ÕV>̈œ˜ÊV>ÃÃiÃÊ>ÌÊ iÊ
˜â>Ê œi}iÊ ˆ˜Ê Õ«iÀ̈˜œ°Ê ˜Ê՘iÊ£™Ç£]Ê>vÌiÀÊÜˆÌ `À>܈˜}ÊvÀœ“ÊVœi}i]Ê7œâ˜ˆ>ŽÊ>˜`ʘiˆ} LœÀÊ ˆÊiÀ˜>˜`iâ]ÊÌ i˜Ê>Ê ˆ} ‡ÃV œœÊÜ« œ“œÀi]ÊLՈÌÊÌ iˆÀÊwÀÃÌÊVœ“«ÕÌiÀÊ vÀœ“Ê«>ÀÌÃÊÀiiVÌi`ÊLÞʏœV>ÊVœ“«>˜ˆiÃÊvœÀÊVœÃ“ïVÊy>ÜðÊÌÊܜՏ`ʜ˜iÊ`>ÞÊ LiÊ`ÕLLi`ÊÌ iʺ Ài>“Ê-œ`>Ê œ“«ÕÌiÀ]»Ê>vÌiÀÊÌ iÊLiÛiÀ>}iÊÌ iÞÊVœ˜ÃՓi`Ê Ü ˆiÊLՈ`ˆ˜}ÊÌ iˆÀÊ`iۈViʈ˜ÊÌ iÊiÀ˜>˜`iâÊv>“ˆÞÊ}>À>}i°Ê/ iÊLœÝʜvÊ Lˆ˜Žˆ˜}ʏˆ} ÌÃÊLÕÀ˜i`ÊիʈÌÃÊ«œÜiÀÊÃÕ««ÞÊ`ÕÀˆ˜}Ê>Ê`i“œ˜ÃÌÀ>̈œ˜ÊvœÀÊ>Ê “He was the only person I œV>Ê˜iÜë>«iÀÊÀi«œÀÌiÀ]ÊLÕÌÊ7œâ˜ˆ>ŽÊÜ>ÃÊ՘`>՘Ìi`°ÊiÊ >`ÊLii˜ÊLˆÌÌi˜Ê met who knew more about LÞÊÌ iÊLÕ}Ê>˜`Ê>Ü>ÞÃÊ`Ài>“ÌʜvÊÌ iÊ`>ÞÊÌ >ÌÊ iÊܜՏ`ÊVÀi>ÌiÊ ˆÃÊÛiÀÞÊœÜ˜Ê electronics than me.” Vœ“«ÕÌiÀ°ÊœÜiÛiÀ]Ê«>ÀÌÃÊÀi“>ˆ˜i`Ê«Àœ ˆLˆÌˆÛiÞÊiÝ«i˜ÃˆÛi]ÊÃœÊ iÊ >`ÊÌœÊ Steve Jobs, explaining his initial Ã>̈ÃvÞÊ ˆ“ÃivÊÜˆÌ ÊVÀi>̈˜}Ê`iÈ}˜ÃÊvœÀÊVœ“«ÕÌiÀÃʜ˜Ê«>«iÀ]Ê>Ü>ÞÃÊÃÌÀˆÛˆ˜}Ê fascination with Wozniak vœÀÊii}>˜ÌÊ܏Ṏœ˜ÃÊÌ >ÌÊÀi`ÕVi`ÊÌ iÊV ˆ«ÊVœÕ˜Ì° ÌÊÜ>ÃÊ>ÀœÕ˜`ÊÌ ˆÃÊ̈“iÊÌ >ÌÊiÀ˜>˜`iâʈ˜ÌÀœ`ÕVi`Ê7œâ˜ˆ>ŽÊÌœÊ ˆÃÊ “Steve didn’t know very much LiÃÌÊvÀˆi˜`Ê>˜`ÊV>ÃÓ>Ìi]Ê-ÌiÛi˜Ê*>ՏÊœLÃÊ­LœÀ˜ÊiLÀÕ>ÀÞÊÓ{]Ê£™xx®°Ê ˆÊ about electronics.” VœÀÀiV̏ÞÊ>ÃÃՓi`ÊÌ >ÌÊÌ iˆÀÊà >Ài`ʈ˜ÌiÀiÃÌÃʈ˜ÊiiVÌÀœ˜ˆVÃÊܜՏ`ʜÛiÀVœ“iÊ Steve Wozniak Ì iÊ`ˆvviÀi˜Viʈ˜ÊÌ iÊ>}iÃʜvÊºÌ iÊÌܜÊ-ÌiÛið»Êœ“iÃÌi>`ʈ} Ê-V œœÊ Ìi>V iÀÊ V œÕ“ÊÀiV>i`ÊœLÃÊ>ÃÊVœ“«iÌi˜ÌÊ>˜`ʺܓiÌ ˆ˜}ʜvÊ>ʏœ˜iÀ°Ê iÊ>Ü>ÞÃÊ >`Ê>Ê`ˆvviÀi˜ÌÊÜ>ÞʜvʏœœŽˆ˜}Ê>ÌÊÌ ˆ˜}ð»Ê
Ìʜ˜iÊ«œˆ˜Ì]ÊœLÃÊ ˜ii`i`Ê«>ÀÌÃÊvœÀÊ>ÊV>ÃÃÊ«ÀœiVÌ°ÊiʏœV>Ìi`Ê ˆÊi܏iÌ̽ÃʘՓLiÀʈ˜ÊÌ iÊ « œ˜iÊLœœŽÊ>˜`ÊV>i`ÊÌ iʏi}i˜`>ÀÞÊvœÕ˜`iÀʜvÊi܏iÌ̇*>VŽ>À`Ê>ÌÊ œ“i°Ê œLÃÊ}œÌÊÌ iÊ«>ÀÌÃÊ iʘii`i`]Ê>ÃÊÜiÊ>ÃÊ>ÊÃՓ“iÀʍœLÊ>ÌÊ*Ê>ÃÃi“Lˆ˜}Ê HP was started by William Hewlett vÀiµÕi˜VÞÊVœÕ˜ÌiÀÃ]ʜÛiÀÊÌ iÊ« œ˜it and David Packard in a garage at - œÀ̏ÞÊ>vÌiÀÊÀiÌÕÀ˜ˆ˜}Ê̜ÊVœi}iʈ˜ÊÌ iÊv>ÊœvÊ£™Ç£pÌ ˆÃÊ̈“iÊ>ÌÊ1 Ê 367 Addison Avenue in Palo Alto (now iÀŽiiÞp7œâ˜ˆ>ŽÊLi}>˜Ê ˆÃÊwÀÃÌÊVœ““iÀVˆ>ÊÛi˜ÌÕÀiÊÜˆÌ ÊœLðÊ/ iÊÌÜœÊ California historical landmark #976), «i``i`ʺLÕiÊLœÝiûÊ`iÈ}˜i`ÊLÞÊ7œâ˜ˆ>ŽÊL>Ãi`ʜ˜Êˆ˜vœÀ“>̈œ˜ÊVœ˜Ì>ˆ˜i`Ê not far from Steve Jobs’ boyhood ˆ˜ÊÌ iÊ"V̜LiÀÊ£™Ç£ÊˆÃÃÕiʜvÊ ÃµÕˆÀi°Ê/ iÃiÊ >˜` i`ÊiiVÌÀœ˜ˆVÊLœÝiÃÊ home in Los Altos. >œÜi`ʈi}>Ê« œ˜iÊV>ÃÊ̜ÊLiʓ>`iÊvÀiiʜvÊV >À}iÊLÞÊi“Տ>̈˜}ÊÈ}˜>ÃÊ ÕÃi`ÊLÞÊÌ iÊ« œ˜iÊVœ“«>˜Þ°ÊœLÃÊÃÕ««ˆi`Êf{äʈ˜Ê«>ÀÌÃÊ>˜`Ê܏`ÊÌ iÊLœÝiÃÊ `œœÀ‡Ìœ‡`œœÀʈ˜Ê`œÀ“ÊÀœœ“ÃÊvœÀÊf£xä]Ê돈Ì̈˜}ÊÌ iÊ«ÀœwÌÃÊÜˆÌ Ê7œâ˜ˆ>Ž°Ê ˜ÊŽii«ˆ˜}ÊÜˆÌ ÊÌ iÊëˆÀˆÌʜvʺ« œ˜iÊ« Ài>Žˆ˜}]»Ê7œâ˜ˆ>ŽÊ>ÃÃՓi`ÊÌ iʘ>“iÊ iÀŽiiÞÊ ÕiÊ>˜`ÊœLÃ]Ê">vÊ/œL>ÀŽ°Ê ÕÀˆ˜}ʜ˜iÊ`i“œ˜ÃÌÀ>̈œ˜]Ê7œâ˜ˆ>ŽÊ V>i`ÊÌ iÊ6>̈V>˜Ê«œÃˆ˜}Ê>ÃÊ-iVÀiÌ>ÀÞʜvÊ-Ì>ÌiÊi˜ÀÞʈÃȘ}iÀÊ>˜`Ê>Îi`Ê ÌœÊëi>ŽÊ̜Ê*œ«iÊ*>ՏÊ6°Ê˜vœÀ“i`ÊÌ >ÌÊÌ iÊ«œ«iÊÜ>ÃÊÏii«ˆ˜}ÊLÕÌÊܜՏ`Ê

1 The Genesis of Apple The Genesis of Apple Courtesy of Steve Wozniak Courtesy of Esquire © Hearst Communications, Inc.

Steve Jobs (left) examines a “blue box” that Steve Wozniak (right) designed after reading about such devices in an issue of Esquire magazine.

Who could have foreseen that LiÊ>Ü>Ži˜i`]Ê7œâ˜ˆ>ŽÊœÃÌÊ ˆÃʘiÀÛiÊ>˜`Ê Õ˜}ÊÕ«°ÊœœÜˆ˜}ÊÃiÛiÀ>ÊVœÃiÊ these two would go from making V>ÃÊÜˆÌ ÊÌ iÊ«œˆViÊ>˜`Ê>Ê}՘‡ÌœÌˆ˜}ÊLÕÞiÀ]ÊœLÃÊ>˜`Ê7œâ˜ˆ>ŽÊµÕˆÌÊÌ iÊ pontifical prank calls to actually LÕȘiÃÃÊ>vÌiÀÊÃiˆ˜}Ê>««ÀœÝˆ“>ÌiÞÊÓääÊLÕiÊLœÝið meeting world leaders? But that’s / ÀœÕ} ÊÌ iÊi>ÀÞÊ£™ÇäÃ]ÊÌ iÊ«>Ì ÃʜvÊ7œâ˜ˆ>Ž]ÊiÀ˜>˜`iâ]Ê>˜`ÊœLÃÊ exactly what happened. In February VÀœÃÃi`ʜvÌi˜°ÊˆÌ̏iÊ`ˆ`ÊÌ iÞʎ˜œÜÊÌ >Ìʓ>˜ÞʜvÊÌ iÊ«iœ«iÊÌ iÞʓiÌÊ>ÌÊ 1985, Wozniak and Jobs received ÃV œœÊ>˜`ÊܜÀŽÊܜՏ`Êܜ˜ÊLiÊ`À>ܘʈ˜ÌœÊÌ iÊVÀi>̈œ˜ÊœvÊ>ÊÀi“>ÀŽ>LiÊ the National Technology Medal from Vœ“«>˜Þ°Ê/œÊ“>ŽiÊi˜`ÃʓiiÌʈ˜ÊÌ iÊÃՓ“iÀʜvÊ£™ÇÓ]Ê7œâ˜ˆ>Ž]ÊœLÃ]Ê President Ronald Reagan at the White >˜`ÊœLýÊ}ˆÀvÀˆi˜`Ê̜œŽÊf·«iÀ‡ œÕÀʍœLÃÊ>ÌÊÌ iÊ7iÃÌ}>ÌiÊ >Êˆ˜Ê->˜Ê House. On May 19, 1993, Wozniak œÃi]Ê `ÀiÃȘ}Ê Õ«Ê >ÃÊ
ˆViÊ ˆ˜Ê7œ˜`iÀ>˜`Ê V >À>VÌiÀÃ°Ê œLÃÊ >˜`Ê7œâ˜ˆ>ŽÊ presented a PowerBook to Poland’s >ÌiÀ˜>Ìi`Ê>ÃÊÌ iÊ7 ˆÌiÊ,>LLˆÌÊ>˜`ÊÌ iÊ >`Ê>ÌÌiÀ°Ê"˜ÊiLÀÕ>ÀÞÊÓä]Ê£™ÇÎ]Ê president, Lech Walesa, the former 7œâ˜ˆ>ŽÊÃÌ>ÀÌi`ÊܜÀŽˆ˜}Ê>ÌÊ>ʺÀi>ÊœL»Êˆ˜Êi܏iÌ̇*>VŽ>À`½ÃÊ­ÜÜÜ° «°Vœ“®Ê leader of the Solidarity movement.
`Û>˜Vi`Ê*Àœ`ÕVÌÃÊ ˆÛˆÃˆœ˜]Ê>˜`ÊÜ>ÃÊܜ˜Êœˆ˜i`ÊLÞÊiÀ˜>˜`iâ]ÊÜ iÀiÊ During the Clinton administration, Ì iÊÌܜÊ`iÈ}˜i`ʘiÜÊ >˜` i`ÊV>VՏ>̜ÀðÊœÀÊ7œâ˜ˆ>Ž]ʈÌÊÜ>ÃÊ>Ê`Ài>“Ê Jobs slept in the White House’s Lincoln ÕÃÌÊ̜ÊLiÊܜÀŽˆ˜}Ê>ÌÊ*]ÊÌ œÕ} Ê i½`ÊÌÀˆi`ʈ˜ÊÛ>ˆ˜Ê̜ʍœˆ˜ÊÌ iÊVœ“«ÕÌiÀÊ Bedroom after making a $100,000 `ˆÛˆÃˆœ˜°Ê donation to the Democratic National
vÌiÀÊ >ÌÌi˜`ˆ˜}Ê ,ii`Ê œi}iÊ ˆ˜Ê *œÀ̏>˜`]Ê "Ài}œ˜]Ê vœÀÊ œ˜ÞÊ œ˜iÊ Committee. Ãi“iÃÌiÀ]ÊœLÃʜvwVˆ>ÞÊ`Àœ««i`ʜÕÌʜ˜Ê iVi“LiÀÊÓä]Ê£™ÇÓ]ÊLÕÌÊÀi“>ˆ˜i`Ê œ˜ÊV>“«ÕÃ]Ê>Õ`ˆÌˆ˜}ÊV>ÃÃiÃÊ>˜`ÊVÀ>à ˆ˜}ÊÜˆÌ ÊvÀˆi˜`ÃÊ>˜`ʈ˜Êi“«ÌÞÊ`œÀ“Ê Atari is equivalent to the chess term Àœœ“ðÊ7 i˜Ê iÊw˜>ÞÊÀiÌÕÀ˜i`Ê œ“i]ÊœLÃÊLiV>“iÊi“«œÞiiʛ{äÊ>ÌÊ
Ì>Àˆ]Ê check in the ancient Japanese game Ì iʏi}i˜`>ÀÞÊ}>“iÊVœ“«>˜ÞÊvœÕ˜`i`ÊLÞÊ œ>˜Ê>ÞÊ Õà ˜iÊˆ˜Ê£™ÇÓ°Ê of Go. œLÃÊi>À˜i`ÊfxÊ«iÀÊ œÕÀÊܜÀŽˆ˜}Ê>ÃÊ>ÊÌiV ˜ˆVˆ>˜°ÊiÊÜ>ÃÊÜÊ>ÀÀœ}>˜ÌÊ>˜`Ê LÀ>à ÊÜˆÌ ÊÌ iÊœÌ iÀÊi“«œÞiiÃÊÌ >ÌÊ ˆÃʓ>˜>}iÀ]Ê
Ê
VœÀ˜]ÊÀi>ÀÀ>˜}i`Ê œLýÊÃV i`ՏiÊÜÊÌ >ÌÊ iÊܜՏ`ÊܜÀŽÊœ˜Þʘˆ} ÌðÊ
ÃÊ>ÊÀiÃՏÌ]ʈÌÊÜ>ÃÊi>ÃÞÊ vœÀÊœLÃÊ̜ÊØi>ŽÊ7œâ˜ˆ>ŽÊˆ˜Ê>vÌiÀÊ œÕÀÃÊÜÊÌ >ÌÊ iÊVœÕ`Ê«>ÞÊ ˆÃÊv>ۜÀˆÌiÊ

2 3 Woz’s Wanderings

Woz’s Wanderings

œœÜˆ˜}ÊÌ iÊV>ÀiiÀʜvÊ-ÌiÛiʺ7œâ»Ê7œâ˜ˆ>Ž]ʜ˜iÊV>˜ÊLiÊvœÀ}ˆÛi˜ÊˆvÊÌ iÊ }i˜iÀ>Êˆ“«ÀiÃȜ˜ÊˆÃʜvÊ>˜Ê>“ˆ>Lip«iÀ >«ÃÊiÛi˜Ê˜>ˆÛipviœÜÊvœœÜˆ˜}Ê ˆÃʓÕÃiʜÛiÀÊÌ iÊÞi>ÀÃ]ÊÜ>˜`iÀˆ˜}ʈ˜Ê>˜`ʜÕÌʜvÊVœi}iÃ]ʓ>ÀÀˆ>}iÃ]Ê
««iÊ Ã̈˜ÌÃ]Ê>˜`ÊLÕȘiÃÃÊÛi˜ÌÕÀiÃ°Ê i>ÀÞÊ7œâʏ>VŽÃÊÌ iÊȘ}i‡“ˆ˜`i`˜iÃÃÊ>˜`Ê >“LˆÌˆœ˜ÊÌ >ÌÊ >ÃÊ`ÀˆÛi˜Ê-ÌiÛiÊœLÃÊ̜ÊLiVœ“iÊ>ÊLˆˆœ˜>ˆÀi]ÊLÕÌÊ7œâÊ >ÃÊ `œ˜iÊÜiÊi˜œÕ} ÊvœÀÊ ˆ“ÃivÊLÞÊÌÀވ˜}Ê̜Ê`œÊ}œœ`ÊLÞÊœÌ iÀðÊ
˜`ʈ˜Ê7œâ½ÃÊ ÜœÀ`ۈiÜ]ÊÌ >̽ÃÊ>ÊÌ >ÌÊVœÕ˜Ìð 7œâʓiÌÊ ˆÃÊwÀÃÌÊ܈viÊÌ ÀœÕ} Ê>Ê«œ«Õ>ÀÊ ˆ>‡>‡œŽiʜ«iÀ>̈œ˜Ê iÊ Ü>ÃÊÀ՘˜ˆ˜}ÊvÀœ“Ê>ÊL>˜ŽÊœvÊ« œ˜iÃʈ˜Ê ˆÃÊ-՘˜ÞÛ>iÊ>«>À̓i˜ÌÊÜ i˜Ê iÊܜÀŽi`Ê>ÌÊi܏iÌ̇*>VŽ>À`°Ê œÀ“>ÞÊ ˆÃÊ>˜ÃÜiÀˆ˜}ʓ>V ˆ˜iÊ«>Þi`Ê >Ê*œˆÃ ʍœŽiÊÌ >ÌÊ iÊ >`ÊÀiVœÀ`i`Êi>ÀˆiÀ]ÊLÕÌÊ7œâÊ >««i˜i`Ê̜ÊLiÊ œ“iÊ Ü i˜Ê
ˆViʜՈÃiÊ,œLiÀÌܘÊV>i`]ÊÃœÊ iÊ«ˆVŽi`ÊÕ«ÊÌ iÊ« œ˜i]ʈ`i˜Ìˆwi`Ê ˆ“ÃivÊ>ÃÊ-Ì>˜iÞʘˆÌÎÞ]ÊÌ i˜ÊLÕÀÌi`ʜÕÌ]ʺÊLiÌÊÊV>˜Ê >˜}Ê Õ«ÊµÕˆVŽiÀÊÌ >˜ÊޜÕ]»ÊLivœÀiÊÏ>““ˆ˜}Ê`œÜ˜ÊÌ iÊÀiViˆÛiÀ°Ê7œâÊܜ˜ÊÌ >ÌÊ LiÌ]ÊLÕÌÊ
ˆViÊV>i`ÊÀˆ} ÌÊL>VŽÊ>˜`ÊÌ iÊÌÜœÊ ˆÌʈÌʜvv°Ê/ iÞÊÜiÀiʓ>ÀÀˆi`Ê œ˜Ê>˜Õ>ÀÞÊ££]Ê£™ÇÈ]ʘœÌʏœ˜}Ê>vÌiÀÊÌ iˆÀÊ«>ÞvՏÊÃÌ>ÀÌ°Ê ÕÌÊ7œâ˜ˆ>ŽÊ`ˆ`˜½ÌÊ «>ÞÊ>ÃʓÕV Ê>ÌÌi˜Ìˆœ˜ÊÌœÊ ˆÃÊ܈viÊ>ÃÊ iÊ`ˆ`ÊÌ iÊiiVÌÀœ˜ˆVÃÊÌ >ÌÊÜiÀiÊ ˆÃʏˆvi]Ê >˜`ʜ˜Ê >ÀV Ê£]Ê£™ÇÇ]Êà iÊwi`ÊvœÀÊ`ˆÛœÀVi°Ê
vÌiÀÊVÀi>̈˜}ÊÌ iÊ
««iÊÊ>˜`Ê]Ê7œâ˜ˆ>ŽÊÜ>ÃÊÀi}>À`i`Ê>ÃÊÌ iÊÀiÈ`i˜ÌÊ }i˜ˆÕÃÊ>ÌÊ
««i]Ê>˜`Ê iÊÜ>ÃÊvÀiiÊ̜Ê̈˜ŽiÀʜ˜ÊÜ >ÌiÛiÀÊ«ÀœiVÌÃʈ˜ÌiÀiÃÌi`Ê ˆ“°ÊœÜiÛiÀ]ÊLÞʓ>˜ÞÊ>VVœÕ˜ÌÃ]ʈÌÊÜ>ÃÊ >À`ÊvœÀÊ ˆ“Ê̜ÊÃÌ>ÞÊvœVÕÃi`ʜ˜Ê Ì iÊ
««iÊ°Ê
vÌiÀÊ>]ʈÌÊÜ>ÃʘiÛiÀÊ ˆÃʈ˜Ìi˜Ìˆœ˜Ê̜ÊLՈ`Ê>ÊVœ“«>˜Þ°ÊiÊ œÀˆ}ˆ˜>ÞÊVÀi>Ìi`ÊÌ iÊ
««iÊÊÜÊÌ >ÌÊ iÊVœÕ`ÊÃ>̈ÃvÞÊ ˆÃʏœ˜}‡ i`Ê`iÈÀiÊÌœÊ >ÛiÊ>ÊVœ“«ÕÌiÀʜvÊ ˆÃʜܘ°Ê"˜ViÊ iÊ >`Ê>VVœ“«ˆÃ i`ÊÌ >ÌÊvi>Ì]Ê iÊÜ>ؽÌÊ «>À̈VՏ>ÀÞÊV >i˜}i`ÊLÞÊV ÕÀ˜ˆ˜}ʜÕÌÊÀiۈȜ˜ÃÊ>˜`ʓœ`ˆwV>̈œ˜ÃÊÌœÊ ˆÃÊ œÀˆ}ˆ˜>Ê`iÈ}˜Ã°Ê7œâÊ >Ìi`Ê >ۈ˜}Ê̜Ê>ÌÌi˜`ÊVœÕ˜ÌiÃÃʓiï˜}Ã]Ê«ÀiviÀÀˆ˜}Ê ˆ˜ÃÌi>`Ê̜ʫ>ÞÊ«À>V̈V>ÊœŽiÃ]Êw``iÊÜˆÌ ÊiiVÌÀœ˜ˆVÃ]Ê`ÀˆÛiÊv>ÃÌÊV>ÀÃ]Ê>˜`Ê

}>“Liʈ˜Ê iÛ>`>½ÃÊV>ȘœÃ° Courtesy of Steve Wozniak ÛiÀÊȘViʈÌÊLiV>“iÊVi>ÀÊ̜Ê7œâÊÌ >ÌÊ ˆÃʜܘiÀà ˆ«Êˆ˜Ê
««iÊÜ>ÃÊܜÀÌ Ê “œÀiÊÌ >˜Ê iÊVœÕ`ÊiÛiÀÊëi˜`]ÊÌ iÊÜv̇ i>ÀÌi`Ê7œâÊLi}>˜Ê}ˆÛˆ˜}Ê>Ü>ÞÊ £]äää‡Ã >ÀiÊLœVŽÃʜvÊÃ̜VŽÊ̜ÊvÀˆi˜`Ã]Êv>“ˆÞ]Ê>˜`ÊviœÜÊ
««iÊi“«œÞiiÃÊ Ü œÃiÊVœ˜ÌÀˆLṎœ˜ÃÊ7œâÊviÌÊ >`ÊLii˜ÊœÛiÀœœŽi`°Ê7œâ½ÃÊ}i˜iÀœÃˆÌÞÊÜ>ÃÊ ÜiÊˆ˜Ìi˜Ìˆœ˜i`]ÊLÕÌʈÌʈ˜>`ÛiÀÌi˜ÌÞÊvœÀVi`Ê
««iÊ̜Ê}œÊ«ÕLˆVÊܜ˜iÀÊÌ >˜Ê >`ÊLii˜Ê«>˜˜i`°Ê
ÃÊ«ÀiÈ`i˜ÌÊ ˆŽiÊ-VœÌÌÊiÝ«>ˆ˜Ã]ʺ/ iÀiÊ>ÀiÊܓiʓ>}ˆVÊ ˜Õ“LiÀÃʈ˜Ê>ÊVœ“«>˜Þ½ÃÊ ˆÃ̜ÀÞ]Ê>˜`ʜ˜iʜvÊÌ i“ʈÃÊxääÊà >Ài œ`iÀðÊ"˜ViÊ ÞœÕÊ >ÛiÊÌ >Ìʓ>˜ÞÊà >Ài œ`iÀÃ]ÊޜÕʓÕÃÌÊwiÊ>ÊÜÀÌÃʜvÊ«>«iÀܜÀŽÊÜˆÌ Ê Ì iÊ- °»Ê iV>ÕÃiÊ7œâÊ >`ÊLii˜Ê`ˆÃÌÀˆLṎ˜}ÊÜʓÕV ÊÃ̜VŽÊ՘LiŽ˜œÜ˜ÃÌÊ ÌœÊ
««i½ÃÊiÝiVṎÛiÃ]ÊÌ iÊwÀ“ÊÜ>Ãʜ˜ÊÌ iÊÛiÀ}iʜvÊLiˆ˜}Ê>Ê`iÊv>V̜ʫÕLˆVÊ Vœ“«>˜Þ]ÊÜÊ-VœÌÌÊ`iVˆ`i`Ê̜ʫՏÊÌ iÊÌÀˆ}}iÀÊÜˆÌ Ê>˜Ê*"ʜ˜Ê iVi“LiÀÊ Steve Wozniak, shown here with a framed £Ó]Ê £™näÊ ­ÃiiÊ º ˆˆœ˜>ˆÀiÊ >˜ˆ>»®°Ê/ iÊ Ã«iVÌ>VՏ>ÀÞÊ ÃÕVViÃÃvÕÊ *"Ê Apple I, was free to follow his muse at “ˆ˜Ìi`Ê{äʘiÜʓˆˆœ˜>ˆÀiÃÊ>ÌÊ
««i]ÊvÀœ“ÊÃiVÀiÌ>ÀˆiÃÊ­œÀʺ>Ài>Ê>ÃÜVˆ>ÌiÃ»Ê Apple, but it was hard for him to stay >ÃÊÌ iÞÊ>Àiʎ˜œÜ˜Êˆ˜Ê
««i-«i>Ž®Ê̜ÊiÝiVṎÛiðÊ7œâ½ÃÊi݇܈viÊ,œLiÀÌÜ˜Ê focused with all the non-engineering ViÀÌ>ˆ˜ÞÊVœÕ`˜½ÌÊVœ“«>ˆ˜°Ê/ iÊÃ̜VŽÊà iÊ}œÌʈ˜ÊÌ iˆÀÊ`ˆÛœÀViÊÃiÌ̏i“i˜ÌÊ demands upon his time.

27 Woz’s Wanderings Woz’s Wanderings

Ü>ÃÊÀi«œÀÌi`ÞÊܜÀÌ Êf{Ó°{ʓˆˆœ˜ÊÜ i˜Ê
««iÊÜi˜ÌÊ«ÕLˆV°ÊœÀÊ ˆÃÊ«>ÀÌ]Ê 7œâ½ÃÊÀi“>ˆ˜ˆ˜}Êà >ÀiÃÊÜiÀiÊÛ>Õi`Ê>ÌÊf££Èʓˆˆœ˜]Ê«ÀœÛˆ`ˆ˜}Ê ˆ“ÊÌ iÊ v՘`ÃÊ̜ÊvÕiÊ ˆÃÊv>˜Ì>Èið
vÌiÀÊÌ iÊ*"]ʈÌÊÜ>ÃÊiÛi˜Ê“œÀiÊ`ˆvwVՏÌÊvœÀÊ7œâÊ̜ÊvœVÕÃʜ˜Ê«Àœ`ÕVˆ˜}Ê >ÌÊ
««i°ÊiÊÜ>ÃÊÀˆV ÊLiޜ˜`Ê ˆÃÊ܈`iÃÌÊ`Ài>“Ã]Ê>˜`Ê iÊÜ>Ãʈ˜ÊœÛiÊ>}>ˆ˜°Ê ˜Ê
Õ}ÕÃÌÊ£™nä]Ê7œâÊ >`ÊLi}՘Ê`>̈˜}Ê>˜Ê
««iÊi“«œÞiiʘ>“i`Ê >˜`ˆViÊ >ÀÜ˜Ê >ÀŽ]Ê>ÊvœÀ“iÀʓi“LiÀʜvÊÌ iÊ1°-°Ê"Þ“«ˆVʎ>Þ>ŽÊÌi>“ÊÌ >ÌÊ Vœ“«iÌi`ʈ˜Ê œ˜ÌÀi>Êˆ˜Ê£™ÇÈ°Ê/ iÊÌܜÊÜiÀiÊi˜}>}i`ʜ˜Ê ÀˆÃ̓>Ã]ʍÕÃÌÊ >vÌiÀÊÌ iÊ*"]Ê>˜`Ê>Ì œÕ} ÊÌ iÊvÕÌÕÀiʓÕÃÌÊ >ÛiʏœœŽi`ÊLÀˆ} ÌÊ>ÌÊÌ iÊ̈“i]Ê iÛiÀÞÌ ˆ˜}ÊÜ>ÃÊ>LœÕÌÊ̜ÊV >˜}iÊ`À>Ã̈V>Þ° -VœÌÌÊÜ>ÃÊiÝ>ëiÀ>Ìi`Ê>ÌÊ7œâ½ÃÊ«iÀViˆÛi`Ê}œ`LÀˆVŽˆ˜}°ÊiÊviÌÊÌ iÊ vœÕ˜`iÀÊÜ>ÃÊÃiÌ̈˜}Ê>˜Ê>ÜvՏÊiÝ>“«iÊÜˆÌ Ê ˆÃʏ>VŽ>`>ˆÃˆV>ÊܜÀŽÊiÌ ˆV°Ê -VœÌÌÊ>Îi`Ê,>˜`ÞÊ7ˆ}}ˆ˜Ìœ˜Ê̜ÊÜÀˆÌiÊ>˜Ê
««iÊÊëÀi>`à iiÌÊ̜ÊVœ“«iÌiÊ ÜˆÌ Ê*iÀܘ>Ê-œvÌÜ>Ài½ÃÊ6ˆÃˆ >V]ÊÀi>ܘˆ˜}ÊÌ >ÌÊ7ˆ}}ˆ˜Ìœ˜ÊܜՏ`ʈ˜ÊÌÕÀ˜Ê ܏ˆVˆÌÊÌ iÊ i«ÊœvÊ ˆÃʓi˜ÌœÀ]Ê7œâ]ÊÜ ˆV Ê iÊ`ˆ`°Ê-VœÌÌÊ«Õà i`Ê7œâÊ >À`Ê ˆ˜Ê>˜Õ>ÀÞÊ£™n£Ê̜ÊVœ“«iÌiÊÌ iʘiViÃÃ>ÀÞʓ>Ì ÊÀœṎ˜iÃ]Ê>˜`ÊœLÃÊiÛi˜Ê “>˜>}i`Ê̜ÊVœ˜Ûˆ˜ViÊ7œâ˜ˆ>ŽÊ̜ʫ>À̈Vˆ«>ÌiÊÜˆÌ Ê ˆÃÊyi`}ˆ˜}Ê >Vˆ˜ÌœÃ Ê «ÀœiVÌ°Ê />Žˆ˜}Ê>ÊLÀi>ŽÊvÀœ“ÊÌ iÊ«ÀiÃÃÕÀiÊ>ÌÊ
««i]Ê7œâÊ`iVˆ`i`Ê̜ʏœ}Ê>ÊviÜÊ “œÀiÊ œÕÀÃÊ>ÌÊÌ iÊVœ˜ÌÀœÃʜvÊ ˆÃÊ iiV VÀ>vÌÊ œ˜>˜â>Ê
ÎÈ/ Ê­ iÊLœÕ} ÌÊ Ì iÊÌÕÀLœV >À}i`]ÊȘ}i‡i˜}ˆ˜i]ÊÈ݇Ãi>ÌÊ«>˜iÊvœÀÊfÓxä]äääÊÌ iÊ«ÀiۈœÕÃÊ œÛi“LiÀ®°Ê"˜ÊÌ iÊ>vÌiÀ˜œœ˜ÊœvÊiLÀÕ>ÀÞÊÇ]Ê7œâÊ>˜`Ê >ÀŽÊÜiÀiʍœˆ˜i`Ê LÞÊ >ÀŽ½ÃÊLÀœÌ iÀÊ>˜`Ê ˆÃÊ}ˆÀvÀˆi˜`ÊvœÀÊ>Êyˆ} ÌÊ̜Ê->˜Ê ˆi}œÊ̜Ê`iÈ}˜Ê Üi``ˆ˜}ÊÀˆ˜}ðÊ7 ˆiÊÌ>Žˆ˜}ʜvvÊvÀœ“ÊÌ iÊ-ŽÞÊ*>ÀŽÊ
ˆÀ«œÀÌʈ˜Ê-VœÌÌÃÊ6>iÞÊ ­Ì iÊ>ˆÀ«œÀÌÊVœÃi`ʈ˜Ê>˜Õ>ÀÞÊ£™nή]ÊÌ iÊ«>˜iÊVˆ“Li`Ê>LÀի̏Þ]ÊÃÌ>i`]Ê Ì i˜ÊLœÕ˜Vi`Ê`œÜ˜ÊÌ iÊÀ՘Ü>Þ]ÊÜi˜ÌÊÌ ÀœÕ} ÊÌܜÊvi˜ViÃ]Ê>˜`ÊVÀ>à i`Ê

Courtesy of Raytheon Aircraft Company ˆ˜ÌœÊ>˜Êi“L>˜Ž“i˜ÌÊ­Ì iÊ /- ʈ˜ÛiÃ̈}>̈œ˜ÊVˆÌi`Ê«Ài“>ÌÕÀiʏˆv̜vvÊ>˜`Ê In early 1981, Wozniak was almost killed ˆ˜iÝ«iÀˆi˜Vip7œâÊ >`ÊyœÜ˜Êœ˜ÞÊxäÊ œÕÀÃp>ÃÊÌ iÊ«ÀœL>LiÊV>ÕÃiʜvÊÌ iÊ while at the controls of his Beechcraft >VVˆ`i˜Ì®°Ê >ÀŽ½ÃÊLÀœÌ iÀÊ>˜`Ê ˆÃÊ}ˆÀvÀˆi˜`ÊiÃV>«i`ÊÜˆÌ ÊÀi>̈ÛiÞʓˆ˜œÀÊ Bonanza, like the one shown here. ˆ˜ÕÀˆiÃ]ÊLÕÌÊ7œâÊ>˜`Ê ˆÃÊw>˜VjiÊÜiÀiÊLœÌ ÊÃiÀˆœÕÏÞÊ ÕÀÌ°Ê >ÀŽÊÀiVœÛiÀi`Ê µÕˆVŽÞÊ>vÌiÀÊ«>Ã̈VÊÃÕÀ}iÀÞ]ÊLÕÌÊ7œâÊ >`ÊÃiÛiÀiÊv>Vˆ>Êˆ˜ÕÀˆiÃ]Ê>ʓˆÃȘ}Ê ÌœœÌ ]Ê>˜`Ê>ÊVœ˜VÕÃȜ˜ÊÌ >ÌÊ«ÀiÛi˜Ìi`Ê ˆ“ÊvÀœ“ÊvœÀ“ˆ˜}ʘiÜʓi“œÀˆiÃ°Ê -ÕvviÀˆ˜}ÊvÀœ“Ê>˜ÌiÀœ}À>`iÊ>“˜iÈ>]Ê7œâÊ >`ʘœÊÀiVœiV̈œ˜ÊœvÊÌ iÊ>VVˆ`i˜ÌÊ “I feel shitty.” >˜`ÊܜՏ`ÊvœÀ}iÌÊÜ œÊ >`ÊۈÈÌi`Ê ˆ“Ê`ÕÀˆ˜}Ê ˆÃÊ œÃ«ˆÌ>ÊÃÌ>Þ°Ê Steve Wozniak, on his condition ÕÃÌÊ>ÃÊ
««iÊi“«œÞiiÃÊÜiÀiÊÀiVœÛiÀˆ˜}ÊvÀœ“ÊÌ iÊà œVŽÊœvÊ>“œÃÌÊ after crashing his plane œÃˆ˜}ʜ˜iʜvÊÌ iÊVœ“«>˜Þ½ÃÊvœÕ˜`iÀÃ]Ê-VœÌ̽Ãʺ >VŽÊ7i`˜iÃ`>Þ»ÊwÀˆ˜}ÃÊ œ˜ÊiLÀÕ>ÀÞÊÓxÊ`iVˆÃˆÛiÞÊܜŽiÊÌ iÊVœ“«>˜ÞÊvÀœ“ʈÌÃÊ*"‡ˆ˜`ÕVi`Ê`Ài>“Ê ÃÌ>Ìi°Ê˜ÊÌ iÊ>vÌiÀ“>Ì ÊœvÊÌ iʏ>ޜvvÃ]ÊÌ iÀiÊÜ>ÃÊ>˜ÊiÝiVṎÛiÊà >Ži‡Õ«Ê>ÌÊ
««iÊÌ >ÌÊÀiÃՏÌi`ʈ˜Ê-VœÌ̽ÃÊÀi“œÛ>ÊvÀœ“Ê«œÜiÀ°Ê >ۈ˜}ÊV i>Ìi`Ê`i>Ì ]Ê7œâÊ >`ʏˆÌ̏iʈ˜ÌiÀiÃÌʈ˜ÊÌ iÊVœÀ«œÀ>ÌiÊ«œˆÌˆVÃÊ >ÌÊ
««i°Êº/ iÊVœ“«>˜ÞÊ >`ÊLiVœ“iÊLˆ}ÊLÕȘiÃÃ]Ê>˜`ÊʓˆÃÃi`Ê̈˜ŽiÀˆ˜}°Ê ʍÕÃÌÊÜ>˜Ìi`Ê̜ÊLiÊ>˜Êi˜}ˆ˜iiÀ]»Ê7œâ˜ˆ>ŽÊ̜`Ê*iœ«i°Ê1«œ˜ÊÀiVœÛiÀˆ˜}Ê vÀœ“Ê ˆÃÊ>VVˆ`i˜ÌÊ>vÌiÀÊwÛiÊÜiiŽÃ]Ê7œâÊ̜œŽÊ>ʏi>ÛiʜvÊ>LÃi˜ViÊvÀœ“Ê
««i]Ê Ì œÕ} Ê iÊÀi“>ˆ˜i`ʜ˜ÊÌ iÊ«>ÞÀœÊÜˆÌ Ê>ÊÃ̈«i˜`ÊÃ>>ÀÞ°Ê7œâ˜ˆ>ŽÊ“>ÀÀˆi`Ê >ÀŽÊˆ˜Ê>v>ÞiÌÌi]Ê >ˆvœÀ˜ˆ>]ʜ˜Ê՘iÊ£ÎÊ­VœÕ˜ÌÀÞÊȘ}iÀÊ ““ޏœÕÊ>ÀÀˆÃÊ «iÀvœÀ“i`®°Ê
ÊÜiiŽÊ >vÌiÀÊ ˆÃÊÜi``ˆ˜}]Ê7œâÊi˜Àœi`Ê ˆ˜Ê Ì iÊ1˜ˆÛiÀÈÌÞÊ

28 29 The Apple III Fiasco

The Apple III Fiasco

vÌiÀÊÌܜÊÞi>ÀÃʜvÊ`iÛiœ«“i˜Ì]ÊÌ iÊ
««iÊÊÜ>ÃÊ>˜˜œÕ˜Vi`ʜ˜Ê >ÞÊ£™]Ê The Apple III was code-named Sara £™nä]Ê`ÕÀˆ˜}ÊÌ iÊ >̈œ˜>Ê œ“«ÕÌiÀÊ œ˜viÀi˜ViÊ­ ®Êˆ˜Ê
˜> iˆ“]Ê after chief engineer Wendell Sander’s >ˆvœÀ˜ˆ>°Ê7ˆÌ Ê
««i½ÃÊÌÞ«ˆV>Êy>ˆÀÊvœÀÊëiVÌ>Vi]ÊÌ iÊVœ“«>˜ÞÊÀi˜Ìi`Ê daughter. ˆÃ˜iޏ>˜`ÊvœÀÊwÛiÊ œÕÀÃÊÌ iÊvœœÜˆ˜}ʘˆ} ÌÊ>ÌÊ>ÊVœÃÌʜvÊf{Ó]äääÊ>˜`Ê ÌÀ>˜Ã«œÀÌi`Ê>˜ÊiÃ̈“>Ìi`ÊÇ]äääÊ Ê>ÌÌi˜`iiÃÊ̜ÊÌ iÊÈÌiʈ˜Ê ÀˆÌˆÃ Ê`œÕLi‡ `iVŽiÀÊLÕÃið
««iÊ Ü>ÃÊ «ÀœÕ`Ê œvÊ Ì iÊ
««iÊÊLiV>ÕÃiʈÌÊÀi«ÀiÃi˜Ìi`Ê “>˜ÞÊ wÀÃÌÃÊ vœÀÊ Ì iÊ Vœ“«>˜Þ°Ê œÀi“œÃÌ]ʈÌÊÜ>ÃÊÌ iÊVœ“«>˜Þ½ÃÊ vˆÀÃÌÊ >ÌÌi“«ÌÊ >ÌÊ LՈ`ˆ˜}Ê >Ê «œÜiÀvÕÊ LÕȘiÃÃÊ Vœ“«ÕÌiÀ°Ê ÌÊÜ>ÃÊ>ÃœÊÌ iÊVœ“«>˜Þ½ÃÊwÀÃÌÊ “>œÀÊ`i«>ÀÌÕÀiÊvÀœ“ÊÌ iÊÌÀˆi`‡ >˜`‡ÌÀÕiÊ
««iÊÊ>ÀV ˆÌiVÌÕÀi°ÊÌÊ ÜœÕ`Ê«ÀœÛiÊÌ iÊVœ“«>˜Þ½ÃÊwÀÃÌÊ Lœ˜>Êw`iÊv>ˆÕÀi°Ê1˜vœÀÌ՘>ÌiÞ]Ê ˆ˜ÃÌi>`Ê œvÊ i>À˜ˆ˜}Ê vÀœ“Ê Ì iÊ iÝ«iÀˆi˜Vi]Ê
««iÊ Ài«i>Ìi`Ê “>˜ÞʜvÊÌ iÊÃ>“iʓˆÃÌ>ŽiÃÊÜˆÌ Ê Ì iʈÃ>Ê>˜`ÊÌ iÊ >V° The Apple III (shown here with an optional / iÊ
««iÊÊÜ>ÃÊ܏`ʈ˜Ê The ProFile (code-named Pippin) 5MB ProFile hard drive and monochrome ÌÜœÊ `ˆvviÀi˜ÌÊ Vœ˜vˆ}ÕÀ>̈œ˜ÃÊ cost $700 per megabyte in 1981. monitor) was the firm’s first failure. À>˜}ˆ˜}Ê ˆ˜Ê «ÀˆViÊ vÀœ“Ê f{]Î{äÊ Compare that to hard drives selling for ̜ÊfÇ]nää°Ê
ÌÊÌ iÊ i>ÀÌʜvÊi>V Ê less than $1 per gigabyte in 2003! Ü>ÃÊ>Ê-ޘiÀÌiŽÊn‡LˆÌÊÈxäÓ
ʓˆVÀœ«ÀœViÃÜÀÊÀ՘˜ˆ˜}Ê>ÌÊÓ âÊ­Ì܈ViÊÌ iÊ Ã«ii`ʜvÊÌ iÊ
««iÊ®]Ê>ʓ>݈“Õ“ÊœvÊ£ÓnʜvÊÀ>˜`œ“Ê>VViÃÃʓi“œÀÞÊ ­,
®]Ê>ÊLՈÌ‡ˆ˜ÊŽiÞLœ>À`ÊÜˆÌ Ê˜Õ“iÀˆVʎiÞ«>`]Ê>˜`ʜ˜iʈ˜ÌiÀ˜>Ê£{Î]Ê x°Óx‡ˆ˜V Ê`ˆÃŽÊ`ÀˆÛiʓ>˜Õv>VÌÕÀi`ÊLÞÊ- Õ}>À̰ʘÊivviVÌ]ÊÌ iÊ
««iÊÊV>“iÊ ÃÌ>˜`>À`ÊÜˆÌ ÊiÛiÀÞÌ ˆ˜}ʓœÃÌÊ«iœ«iÊiÛi˜ÌÕ>ÞÊ>``i`Ê̜ÊÌ iÊ
««iÊ°ÊvÊ Ì >ÌÊÜ>ؽÌÊi˜œÕ} ]ÊÌ iÀiÊÜiÀiÊvœÕÀʈ˜ÌiÀ˜>ÊϜÌÃÊÌ >ÌÊ>VVi«Ìi`Ê
««iÊÊ «iÀˆ« iÀ>ÊV>À`Ã]Ê«ÕÃÊޜÕÊVœÕ`Ê>``Ê>``ˆÌˆœ˜>Ê`iۈViÃÊۈ>ÊÌ iÊÌܜÊÃiÀˆ>Ê «œÀÌÃʜ˜ÊÌ iÊL>VŽ°
Ì œÕ} ʈÌÊ >`Ê>˜Ê
««iÊÊi“Տ>̈œ˜Ê“œ`i]ÊÌ iÊ
««iÊÊܜÀŽi`Ê “We had to put chips in to LiÃÌÊÜˆÌ ÊÜvÌÜ>ÀiÊÜÀˆÌÌi˜ÊëiVˆwV>ÞÊ̜ÊÌ>ŽiÊ>`Û>˜Ì>}iʜvʈÌÃÊ«Àœ«ÀˆiÌ>ÀÞÊ disable some Apple II features so -œ« ˆÃ̈V>Ìi`Ê"«iÀ>̈˜}Ê-ÞÃÌi“Ê>˜`ʘiÜÊvi>ÌÕÀiÃ]ÊÃÕV Ê>ÃÊ>ÊLՈÌ‡ˆ˜ÊÀi>‡ people’s heads would have the ̈“iÊVœVŽÊ>˜`Êۈ`iœÊV>«>LiʜvÊ}i˜iÀ>̈˜}ÊÓ{ʏˆ˜iÃʜvÊnä‡VœÕ“˜ÊÌiÝÌÊ>˜`Ê right image that Apple IIIs are Õ«Ê̜ÊxÈäÊLÞÊ£™ÓÊ«ˆÝiÃʈ˜ÊÌ iʓœ˜œV Àœ“iÊ}À>« ˆVÃʓœ`i°Ê"˜Ê«>«iÀ]Ê>Ê for business and Apple IIs are Ì iÊëiVˆwV>̈œ˜ÃÊÜiÀiʵՈÌiʈ“«ÀiÃÈÛi]ÊLÕÌʈ“«i“i˜Ìˆ˜}ÊÌ i“Ê«ÀœÛi`Ê>Ê for home and hobby.” ՓLˆ˜}ÊiÝ«iÀˆi˜ViÊvœÀÊ
««i° Steve Wozniak
««iʜÀˆ}ˆ˜>ÞÊ«Àœ“ˆÃi`Ê̜Êà ˆ«ÊÌ iÊ
««iÊʈ˜ÊՏÞ]ÊLÕÌÊ«Àœ`ÕV̈œ˜Ê «ÀœLi“ÃÊ«>}Õi`ÊÌ iÊ«Àœ`ÕVÌÊÌ ÀœÕ} œÕÌÊÌ iÊÃՓ“iÀÊ>˜`ʈ˜ÌœÊÌ iÊv>°Ê 1˜ˆŽiÊÌ iÊ
««iÊÊ>˜`Ê]ÊÜ ˆV ÊÜiÀiÊiÃÃi˜Ìˆ>ÞÊÌ iÊܜÀŽÊœvʜ˜iʓ>˜]Ê

41 The Apple III Fiasco The Apple III Fiasco

“The Apple III was kind of like a -ÌiÛiÊ7œâ˜ˆ>Ž]ÊÌ iÊ
««iÊÊÜ>ÃÊ`iÈ}˜i`ÊLÞÊ>ÊVœ““ˆÌÌiiÊ i>`i`ÊLÞÊ-ÌiÛiÊ baby conceived during a group œLÃ]ÊÜ œÊܜՏ`Ê`i“>˜`ʜ˜iÊÌ ˆ˜}ʜ˜iÊ`>Þ]ÊÌ i˜ÊÌ iʜ««œÃˆÌiÊÌ iʘiÝÌ°Ê orgy, and [later] everybody had / iÊà ˆ««ˆ˜}Ê`i>ÞÃÊÌ Ài>Ìi˜i`Ê̜ʓ>ÀÊ
««i½Ãʈ˜ˆÌˆ>Ê«ÕLˆVʜvviÀˆ˜}ʈ˜Ê this bad headache and there’s iVi“LiÀÊ­Ãiiʺ ˆˆœ˜>ˆÀiÊ >˜ˆ>»®]ÊÜʓ>˜>}iÀÃʈ}˜œÀi`ÊÌ iÊ`ˆÀiÊÜ>À˜ˆ˜}ÃÊ this bastard child, and everyone œvÊi˜}ˆ˜iiÀÃÊÜ œÊŽ˜iÜÊÜ >ÌÊܜՏ`Ê >««i˜ÊˆvÊÌ iÞÊ«Õà i`ÊÌ iÊ
««iÊʜÕÌÊ says, ‘It’s not mine.’” Ì iÊ`œœÀÊLivœÀiʈÌÃÊ̈“i°Ê
ÃÊܜ˜Ê>ÃÊ՘ˆÌÃÊLi}>˜ÊÌÀˆVŽˆ˜}ʈ˜ÌœÊ`ˆÃÌÀˆLṎœ˜Ê Apple employee #6 ˆ˜Ê>ÌiÊ œÛi“LiÀ]ÊÌ iÊܜÀÃÌÊvi>ÀÃʜvÊÌ iÊi˜}ˆ˜iiÀÃÊÜiÀiÊÀi>ˆâi`° Randy Wigginton "˜ÊiLÀÕ>ÀÞÊ£ä]Ê£™n£]Ê
««iÊ>˜˜œÕ˜Vi`ÊÌ >ÌÊÌ iÊ
««iÊÊܜՏ`ʘœÊ (Insanely Great, pp. 123–124) œ˜}iÀÊVœ˜Ì>ˆ˜ÊÌ iÊLՈÌ‡ˆ˜ÊVœVŽÊ>˜`ÊV>i˜`>ÀÊvi>ÌÕÀiÃÊLiV>ÕÃiÊ >̈œ˜>Ê -i“ˆVœ˜`ÕV̜À½ÃÊVœVŽÊV ˆ«Ê`ˆ`˜½ÌʓiiÌÊ
««i½ÃÊëiVˆwV>̈œ˜Ã°ÊœÜÊÌ iÊy>ŽÞÊ «>ÀÌÃÊ}œÌʈ˜ÌœÊ>Êà ˆ««ˆ˜}Ê«Àœ`ÕVÌʘœLœ`ÞÊÜ>ÃÊ܈ˆ˜}Ê̜ÊÃ>Þ°Ê
««iÊ`Àœ««i`Ê Ì iÊ«ÀˆViʜvÊÌ iÊ
««iÊÊ̜Êf{]£™äÊ>˜`Ê}>ÛiÊ>ÊfxäÊÀiL>ÌiÊ̜ÊiÛiÀÞLœ`ÞÊ Ü œÊ >`Ê«ÕÀV >Ãi`Ê>˜Ê
««iÊÊÕ«Ê̜ÊÌ >ÌÊ`>Ìi°Ê 7 i˜ÊÌ iÊwÀÃÌÊۜÕ“iÊà ˆ«“i˜ÌÃÊLi}>˜Êˆ˜Ê >ÀV Ê£™n£]ʈÌÊLiV>“iÊ >««>Ài˜ÌÊ Ì >ÌÊ `Àœ««ˆ˜}Ê Ì iÊ VœVŽÊ V ˆ«Ê Ü>ÃÊ ÕÃÌÊ >Ê w˜}iÀÊ ˆ˜Ê Ì iÊ `ˆŽi°Ê
««ÀœÝˆ“>ÌiÞÊÓäÊ«iÀVi˜ÌʜvÊ>Ê
««iÊÃÊÜiÀiÊ`i>`ʜ˜Ê>ÀÀˆÛ>Ê«Àˆ“>ÀˆÞÊ LiV>ÕÃiÊV ˆ«ÃÊviÊœÕÌʜvÊ œœÃiÊÜVŽiÌÃÊ`ÕÀˆ˜}Êà ˆ««ˆ˜}°Ê/ œÃiÊÌ >ÌÊ`ˆ`Ê ÜœÀŽÊ ˆ˜ˆÌˆ>ÞÊ œvÌi˜Ê v>ˆi`Ê >vÌiÀÊ “ˆ˜ˆ“>Ê ÕÃiÊ Ì >˜ŽÃÊ ÌœÊ œLÃ½Ê ˆ˜ÃˆÃÌi˜ViÊ Ì >ÌÊÌ iÊ
««iÊʘœÌÊ >ÛiÊ>Êv>˜Ê­>Ê`iÈ}˜Ê`i“>˜`Ê iÊܜՏ`ʓ>ŽiÊ>}>ˆ˜Ê œ˜ÊÌ iÊ >V®°ÊiÊÀi>ܘi`ÊÌ >Ìʈ˜Ê>``ˆÌˆœ˜Ê̜ÊÀi`ÕVˆ˜}ÊÀ>`ˆœ‡vÀiµÕi˜VÞÊ ˆ˜ÌiÀviÀi˜ViÊi“ˆÃȜ˜ÃÊ­>ÊÃiÛiÀiÊ«ÀœLi“ÊÜˆÌ ÊÌ iÊ
««iÊ®]ÊÌ iʈ˜ÌiÀ˜>Ê >Õ“ˆ˜Õ“ÊV >ÃÈÃÊܜՏ`ÊVœ˜`ÕVÌÊ i>ÌÊ>˜`ʎii«ÊÌ iÊ`iˆV>ÌiÊVœ“«œ˜i˜ÌÃÊ Vœœ°ÊiÊÜ>ÃÊÜÀœ˜}° “[Jobs] could see that horizon œ“«œÕ˜`ˆ˜}ÊÌ iÊ«ÀœLi“ÊÜ>ÃÊÌ >ÌÊœLÃÊ`ˆVÌ>Ìi`ÊÌ iÊÈâiÊ>˜`Êà >«iÊ out there, a thousand miles œvÊÌ iÊV>ÃiÊÜˆÌ œÕÌÊVœ˜ViÀ˜ÊvœÀÊÌ iÊ`i“>˜`ÃʜvÊÌ iÊiiVÌÀˆV>Êi˜}ˆ˜iiÀÃ]ÊÜ œÊ out. But he could never see the ÜiÀiÊÌ i˜ÊvœÀVi`Ê̜ÊVÀ>“ÊLœ>À`Ãʈ˜ÌœÊÓ>Êë>ViÃÊÜˆÌ ÊˆÌ̏iʜÀʘœÊÛi˜Ìˆ>̈œ˜°Ê details of each little mile that
ÃÊÌ iÊVœ“«ÕÌiÀÊÜ>ÃÊÕÃi`]ʈÌÃÊV ˆ«ÃÊ}œÌÊ œÌ]ÊiÝ«>˜`i`Êψ} ̏Þ]Ê>˜`ÊϜ܏ÞÊ had to be covered to get there. ܜÀŽi`ÊÌ iˆÀÊÜ>ÞʜÕÌʜvÊÌ iˆÀÊÜVŽiÌÃ]Ê>ÌÊÜ ˆV Ê«œˆ˜ÌÊÌ iÊVœ“«ÕÌiÀÊȓ«ÞÊ That was his genius and his `ˆi`°Ê
««i½ÃÊ܏Ṏœ˜ÊÜ>ÃÊ̜ÊÀiVœ““i˜`ʏˆv̈˜}ÊÌ iÊvÀœ˜ÌʜvÊÌ iÊVœ“«ÕÌiÀÊ downfall.” ÈÝʈ˜V iÃʜvvÊÌ iÊ`iÎ̜«]ÊÌ i˜ÊiÌ̈˜}ʈÌÊ`Àœ«ÊÜˆÌ ÊÌ iÊ œ«iÊÌ >ÌÊÌ iÊV ˆ«ÃÊ Apple’s head of human resources ܜՏ`ÊÀiÃi>ÌÊÌ i“ÃiÛiÃtÊ Jay Elliott / iÊ «ÀœLi“ÃÊ ÜˆÌ Ê œœÃiÊ V ˆ«ÃÊ ÜiÀiÊ iÝ>ViÀL>Ìi`Ê LÞÊ Ã œÀÌÊ V>LiÃÊ (The Journey Is the Reward, p. 372) LiÌÜii˜Ê ˆ˜ÌiÀ˜>Ê Vœ“«œ˜i˜ÌÃ]Ê ˜œ˜‡}œ`Ê Vœ˜˜iV̜ÀÃ]Ê >˜`Ê Ì iÊ VˆÀVՈÌÊ Lœ>À`ʓ>˜Õv>VÌÕÀiÀ½ÃÊV >˜}iʈ˜ÊÌ iÊyÕÝÊÜ>à ˆ˜}Ê«ÀœViÃÃÊÌ >Ìʏi`Ê̜ʏ>Ìi˜ÌÊ VœÀÀœÃˆœ˜°Ê/œÊˆÌÃÊVÀi`ˆÌ]Ê
««iÊ`ˆ`˜½ÌÊLÕÀÞÊÌ iÊ«ÀœLi“Æʜ˜Ê
«ÀˆÊ£x]Ê£™n£]Ê ˆŽiÊ >ÀŽŽÕ>]Ê«ÀiÈ`i˜ÌÊ>˜`Ê "]Ê>`“ˆÌÌi`Ê̜Ê/ iÊ7>Ê-ÌÀiiÌÊœÕÀ˜>]ʺÌÊ ÜœÕ`ÊLiÊ`ˆÃ œ˜iÃÌÊvœÀʓiÊ̜ÊÈÌÊ iÀiÊ>˜`ÊÃ>Þʈ̽ÃÊ«iÀviVÌ°»Ê
««iʈ˜Ã̈ÌÕÌi`Ê >ʏˆLiÀ>ÊÀi«>ˆÀÊ«œˆVÞ]ÊÃÜ>««ˆ˜}ÊLÀ>˜`‡˜iÜÊ
««iÊÃÊvœÀÊL>`ʜ˜iÃʜ˜ÊÌ iÊ Ã«œÌ]ʘœÊµÕiÃ̈œ˜ÃÊ>Îi`°Ê/œÊiÛiÀޜ˜i½ÃÊ`ˆÃ“>Þ]ÊÌ iÊÀi«>Vi“i˜ÌÃʜvÌi˜Ê v>ˆi`]Ê̜œ° "˜Ê œÛi“LiÀʙ]Ê
««iÊ>˜˜œÕ˜Vi`Ê>ÊÀiۈÃi`Ê
««iÊÊÜˆÌ Ê>ÊL>ÃiÊ«ÀˆViÊ œvÊfÎ]{™x°Ê/ iÊVœ“«>˜ÞÊÃÌi>`v>Ã̏ÞÊV>ˆ“i`ÊÌ >ÌÊÌ iʜÀˆ}ˆ˜>Ê«ÀœLi“ÃÊÜiÀiÊ ˆ˜Ži`Ê̜Êà œÀÌVœ“ˆ˜}Ãʈ˜Ê“>˜Õv>VÌÕÀˆ˜}Ê>˜`ʵÕ>ˆÌއVœ˜ÌÀœÊ«ÀœVi`ÕÀiÃÊ À>Ì iÀÊÌ >˜ÊÌ iÊ՘`iÀÞˆ˜}Ê`iÈ}˜ÊœvÊÌ iÊVœ“«ÕÌiÀ°Ê œ˜iÌ iiÃÃ]ÊÌ iʘiÜÊ
««iÊÊvi>ÌÕÀi`Ê`ˆvviÀi˜ÌÊÜVŽiÌÃ]ÊÕ«`>Ìi`ÊÜvÌÜ>Ài]ʓi“œÀÞÊiÝ«>˜Ãˆœ˜Ê Õ«Ê̜ÊÓxÈ]Ê>˜`Ê>˜Êœ«Ìˆœ˜>Êx Ê >À`Ê`ˆÃŽÊ`ÀˆÛi°Ê >Ãi`ÊÕ«œ˜ÊÌ iÊ-i>}>ÌiÊ

42 43 Code Names Uncovered

Code Names Uncovered Peter Stember

««i½ÃÊÀiÃi>ÀV Ê>˜`Ê`iÛiœ«“i˜ÌÊv>VˆˆÌˆiÃ]ʏœV>Ìi`ʜ˜Ê ˜w˜ˆÌiÊœœ«Êˆ˜Ê Õ«iÀ̈˜œ]Ê>ÀiÊܓiʜvÊÌ iʓœÃÌÊÃiVÕÀiÊLՈ`ˆ˜}Ãʜ˜ÊÌ iÊ
««iÊV>“«ÕÃ°Ê œ˜w`i˜Ìˆ>Ê«>«iÀÃÊ>ÀiÊ`ˆÃV>À`i`ʈ˜ÌœÊœVŽi`ÊÜ>ÃÌiL>ÎiÌÃʏiÃÌÊÌ iÞÊv>Êˆ˜ÌœÊ Ì iÊ >˜`ÃʜvÊ Õ“«ÃÌiÀ‡`ˆÛˆ˜}ÊVœ“«ï̜ÀÃʜÀÊÀi«œÀÌiÀÃÆÊ}Õ>À`ÃÊ>ÀiÊ«œÃÌi`Ê>ÌÊ >Êi˜ÌÀ>˜ViÃÆÊ>˜`Êi“«œÞiiÃʓÕÃÌÊ«>ÃÃÊÌ iˆÀÊiiVÌÀœ˜ˆVʈ`i˜ÌˆwV>̈œ˜ÊL>`}iÃÊ ˆ˜ÊvÀœ˜ÌʜvÊÜ>Ê«>ÌiÃÊÌ >ÌÊÛiÀˆvÞÊ>VViÃÃÊ«ÀˆÛˆi}iÃÊ>˜`ʓœ˜ˆÌœÀÊ«iÀܘ˜iÊ “œÛi“i˜Ì°Ê
««iÊ >ÃÊVœ“iÊ>ʏœ˜}ÊÜ>ÞÊvÀœ“ÊÌ iÊ`>ÞÃÊÜ i˜ÊœLÃÊ>˜`Ê7œâÊ i>}iÀÞÊà œÜi`ʜvvÊÜ >ÌÊÌ iÞÊÜiÀiÊ`œˆ˜}ʈ˜ÊÌ iÊœÃÊ
ÌœÃÊ}>À>}i]ÊLÕÌʈÌÊ >ؽÌÊ}œÌÌi˜Ê«>À>˜œˆ`°ÊˆŽiʓœÃÌÊ ˆ} ‡ÌiV ÊVœ“«>˜ˆiÃ]Ê
««iʈÃÊȓ«ÞÊ ÌÀވ˜}Ê̜ʓ>ˆ˜Ì>ˆ˜ÊÌ iÊÃiVÕÀˆÌÞʜvÊÌ iʓ>˜ÞʘiÜÊ«Àœ«ÀˆiÌ>ÀÞÊÌiV ˜œœ}ˆiÃÊ >˜`Ê«Àœ`ÕVÌÃʈÌʈÃÊVœ˜ÃÌ>˜ÌÞÊ`iÈ}˜ˆ˜}°Ê
˜ÊiÃÃi˜Ìˆ>Ê«>ÀÌʜvÊÃiVÕÀˆÌÞʈÃÊÌ iÊÕÃiʜvÊVœ`iʘ>“iÃ°Ê ivœÀiÊ
««iÊ «ÕLˆVÞÊ>˜˜œÕ˜ViÃÊ>Ê«Àœ`ÕVÌÊLÞʈÌÃʜvwVˆ>Ê˜>“i]ÊÌ >ÌÊ«Àœ`ÕVÌʈÃʈ˜ÌiÀ˜>ÞÊ ÀiviÀÀi`Ê̜ÊLÞÊ>ÊVœ`iʘ>“i°Ê1ÃÕ>Þʏi>`Êi˜}ˆ˜iiÀÃʜÀʓ>˜>}iÀÃÊ}iÌÊ̜ʘ>“iÊ Ì iˆÀʜܘʫÀœiVÌÃÊÜ >ÌiÛiÀÊÌ iÞÊÜ>˜Ì]ÊLÕÌÊ>ÊviÜÊÀiVÕÀÀˆ˜}ÊÌÀi˜`ÃÊ>ÀiÊiۈ`i˜Ì°Ê >ÀÞʈ˜ÊˆÌÃʈ˜V>À˜>̈œ˜]Ê
««iÊv>ۜÀi`Êvi“>iʘ>“iÃÊvœÀÊ«ÀœiVÌÃ°Ê œÀiÊ œvÌi˜ÊÌ >˜Ê˜œÌ]ÊÌ iÊ«ÀœiVÌÃÊÜiÀiʘ>“i`Ê>vÌiÀÊÌ iÊV ˆ`Ài˜]Ê}ˆÀvÀˆi˜`Ã]ʜÀÊ ÜˆÛiÃʜvÊÌ iÊÌi>“Ê“i“LiÀÃÊ­vœÀÊiÝ>“«i]ÊÌ iʈÃ>ÊÜ>Ãʘ>“i`Ê>vÌiÀÊœLýÊwÀÃÌÊ `>Õ} ÌiÀ®°ÊivÊ,>Έ˜ÊÀiLii`Ê>}>ˆ˜ÃÌÊÌ iÊÃi݈ÃÌʘœÌˆœ˜ÊœvÊvi“>iÊVœ`iʘ>“iÃÊ >˜`ʏœœŽi`ʈ˜ÃÌi>`Ê̜Ê>««iÊÛ>ÀˆïiÃÊ>ÃÊÌ iʈ˜Ã«ˆÀ>̈œ˜ÊvœÀÊ ˆÃÊ >Vˆ˜ÌœÃ Ê «ÀœiVÌ]Ê«ÕÀ«œÃiÞʓˆÃëiˆ˜}Ê V˜ÌœÃ °ÊœÀÊ>ÊÜ ˆi]ÊÌ iʘ>“iÃʜvÊ`ˆvviÀi˜ÌÊ ÌÞ«iÃʜvÊ>««iÃÊ­*ˆ««ˆ˜]Êœ˜>Ì >˜®ÊÜiÀiʜvÌi˜ÊÜ ˆÃ«iÀi`ʈ˜ÊÌ iÊ,E ʏ>LÃ°Ê >ۈ˜}ÊiÝ >ÕÃÌi`ÊÌ iÊÛ>ÀˆœÕÃÊÌÞ«iÃʜvÊ>««iÃ]Ê«ÀœiVÌʓ>˜>}iÀÃʘœÜÊÌi˜`Ê ÌœÊV œœÃiÊÜ ˆ“ÈV>ÊVœ`iʘ>“iÃÊÌ >ÌÊiˆÌ iÀÊÀiyiVÌÊ«œ«ÊVՏÌÕÀiʜÀÊVœ˜Ì>ˆ˜Ê >ÜvՏʫ՘ðÊ*iÀÕȘ}ÊÌ iʏˆÃÌʜvÊVœ`iʘ>“iÃʈÃʏˆŽiÊÜ>Žˆ˜}Ê`œÜ˜Ê“i“œÀÞÊ >˜i]ÊV iVŽˆ˜}ʜÕÌÊÌ iÊv>`ÃÊ>˜`ÊÌÀi˜`ÃÊÌ >ÌÊÃÜi«ÌÊÌ ÀœÕ} Ê
««iÊVÕLˆViÃÊ >˜`ʏ>LÊLi˜V iÃʜÛiÀÊÌ iÊÞi>Àð
««iÊÌ>ŽiÃÊÌ iÊVœ`i‡˜>“ˆ˜}ÊLÕȘiÃÃÊÃiÀˆœÕÏÞ]ʜvÌi˜Ê>ÃÈ}˜ˆ˜}ÊÌ iÊ Ã>“iÊ«ÀœiVÌÊ`ˆvviÀi˜ÌÊVœ`iʘ>“iÃpœ˜iÊ̜ÊLiÊÕÃi`ʈ˜ÌiÀ˜>ÞÊ>˜`Ê>˜œÌ iÀÊvœÀÊ

45 Code Names Uncovered Code Names Uncovered

iÝÌiÀ˜>ÊÕÃi°Ê
Ãœ]Ê>ÊȘ}iÊ«ÀœiVÌʓ>ÞÊ >ÛiÊÃi«>À>ÌiÊVœ`iʘ>“iÃÊ>ÃÜVˆ>Ìi`Ê ÜˆÌ Ê >À`Ü>Ài]ÊÜvÌÜ>Ài]Ê`œVՓi˜Ì>̈œ˜]ʈ˜`ÕÃÌÀˆ>Ê`iÈ}˜]Ê>˜`ʓ>ÀŽï˜}°Ê ÕÀÌ iÀ“œÀi]ʜÕÌÈ`iÀÃpÃÕV Ê>ÃÊ`iÛiœ«iÀÃÊ>˜`ÊÌ iÊ«ÀiÃÃp“>ÞÊLiÊ̜`Ê >LœÕÌÊÌ iÊÃ>“iÊ«ÀœiVÌ]ÊLÕÌÊi>V Ê܈ÊLiÊ̜`Ê>Ê`ˆvviÀi˜ÌÊVœ`iʘ>“i°ÊÕÃÌÊ ÌœÊŽii«ÊiÛiÀÞLœ`ÞÊ}ÕiÃȘ}]Ê
««iÊܓï“iÃÊV >˜}iÃÊVœ`iʘ>“iÃʈ˜ÊÌ iÊ “ˆ``iʜvÊ>Ê«ÀœiVÌ]ʜÀÊÀiÕÃiÃʜ`ÊVœ`iʘ>“iÃÊvœÀʘiÜÊ«ÀœiVÌÃ°Ê œÌʜ˜ÞÊ `œiÃÊ>ÊÌ ˆÃÊVÀi>ÌiÊVœ˜vÕȜ˜Êˆ˜Ê
««iÊÜ>ÌV iÀÃ]ʈÌÊ>ÃœÊÃiÀÛiÃÊ>ÃÊ>˜Ê>Õ`ˆÌÊ ÌÀ>ˆÊ̜ÊÌÀ>Viʏi>ŽÃÊ̜ÊÌ iˆÀÊÜÕÀViÃ°Ê If you’re an Apple employee or devout iëˆÌiÊ
««i½ÃÊLiÃÌÊivvœÀÌÃÊ̜ʎii«ÊÌ ˆÃÊÜÀÌʜvÊÌ ˆ˜}ÊvÀœ“ÊLiVœ“ˆ˜}Ê Mac fan and you spot a code-name «ÕLˆV]ʽÛiÊVœ“«ˆi`Ê>˜ÊiÝÌi˜ÃˆÛiʏˆÃÌʜvÊVœ`iʘ>“iÃÊÌ >ÌÊ >ÛiÊiÃV>«i`ÊvÀœ“Ê error or omission, please bring it to my Õ«iÀ̈˜œÊ>˜`ÊœÌ iÀÊ >V‡Ài>Ìi`ÊwÀ“ÃʜÛiÀÊÌ iÊÞi>ÀðʘÊܓiÊV>ÃiÃ]ʽÛiÊ attention at [email protected] iÛi˜ÊLii˜Ê>LiÊ̜Ê՘VœÛiÀÊÜ ÞÊ>Ê«>À̈VՏ>ÀÊVœ`iʘ>“iÊÜ>ÃÊV œÃi˜° for correction or inclusion in a subsequent printing of this book. Apple II
««iÊV\Ê v]Ê °/°]Ê œLÞ]Ê*ˆ««ˆ˜]Ê/i``ÞÊ­Ã œÀÌÊvœÀÊ/iÃ̈˜}Ê ÛiÀÞÊ >Þ®]Ê LÊ­vœÀÊLœœŽ‡Ãˆâi`®]Ê«Ê­vœÀÊ«œÀÌ>Li®]Ê6 Ê­6iÀÞÊœÜÊ œÃÌ®]Ê9œ`>]Ê «ÕÃÊ
˜˜ˆi]Ê iÀÌ]Ê iÃ]Ê>ܘ]Êœˆi]Ê- iÀÀÞ]Ê>˜`ÊÊ­V ˆ`Ài˜ÊœvÊ Ìi>“Ê“i“LiÀî
««iÊVÊ*ÕÃ\Ê
`>“Ê
˜ÌÊ­LiV>ÕÃiÊÌ iÊÌi>“ÊÜ>ÃÊ>`>“>˜ÌÊ>LœÕÌʎii«ˆ˜}Ê Ì iÊ«ÀœiVÌÊ>ˆÛi®]Ê*ˆââ>Ê­LiV>ÕÃiʜvʈÌÃÊ«ˆââ>‡LœÝÊà >«i®]Ê*Àœ«iiÀÊ ­LiV>ÕÃiÊ>ÊÌi>“Ê“i“LiÀÊ >`Ê>Ê«Àœ«iiÀÊLi>˜ˆiʈ˜Ê ˆÃʜvwVi®]Ê,>ˆÃˆ˜Ê ­>vÌiÀÊÌ iÊÌiÃÌiÀÃÊܜ˜ÊÃiVœ˜`Ê«>ViÊvœÀÊÌ iˆÀÊ >ˆvœÀ˜ˆ>Ê,>ˆÃˆ˜ÃÊVœÃÌՓiÃÊ >ÌÊ>Ê>œÜii˜Ê«>ÀÌÞ®
««iÊi\Ê ˆ>˜>]Ê
Ê­œÜÊ œÃÌÊ
««i®]Ê-Õ«iÀÊ
««iÊʈiÊ >˜>}i“i˜ÌÊ1̈ˆÌÞ\ʈà i>`]ʈà i>`ʈ˜Ê ˆÃ}ՈÃiÊ­>vÌiÀÊ iÝiVṎÛiÃʜLiVÌi`Ê̜ʜÀˆ}ˆ˜>Ê˜>“i®
««iÊ -\Ê œÀ̏>˜`]Ê ՓLÞÊ ­vÀœ“Ê >˜Ê
««iÊ >œÜii˜Ê «>À>`iÊ The Apple IIc Plus, shown here with an ˆ“«iÀܘ>̈œ˜®]Ê >ÀŽÊ/Ü>ˆ˜Ê ­>L>˜`œ˜i`Ê ," ä{Ê «ÀœÌœÌÞ«i®]Ê optional color monitor, had many different * œi˜ˆÝÊ­Ì iÊ«ÀœiVÌÊÜ>ÃÊÀiۈÛi`Ê>vÌiÀÊLiˆ˜}ÊV>˜Vii`®]Ê,>“LœÊ­Ì iÊ code names and featured a built-in 3.5” `iÈ}˜ÊÌi>“Ê >`Ê̜Êw} ÌÊvœÀÊ>««ÀœÛ>®Ê disk drive, more memory, and a much
««iÊ-Ê6ˆ`iœÊ"ÛiÀ>ÞÊ >À`\ÊՓLÞ]Ê*œŽiÞ faster CPU.
««iÊʈ} Ê-«ii`Ê- -Ê >À`\Ê œVœœ˜Ê
««iÊÝÊ­>LœÀÌi`®\Ê ÀœœŽÞ˜]Ê œÛi]Êœ`i˜Ê>ÌiÊ­ÀiviÀÀˆ˜}Ê̜ÊÌ iÊ>LˆˆÌÞÊ ÌœÊ“>ŽiʈÌÊ>ÊLÀˆ`}iÊLiÌÜii˜ÊÌ iÊ
««iÊÊ>˜`Ê >V®
««iÊ\Ê->À>Ê­>vÌiÀÊÌ iÊ`>Õ} ÌiÀʜvÊV ˆivÊi˜}ˆ˜iiÀÊ7i˜`iÊ->˜`iÀ®

CPUs
««i½ÃÊwÀÃÌÊ,- Ê«ÀœiVÌÊ­L>Ãi`ʜ˜ÊÌ iÊ œÌœÀœ>ÊnnäääÊ,- ®\Ê>}Õ>À]Ê /iÃÃiÀ>VÌÊ *œÜiÀ* ÊÈäÓ\Ê>> >` *œÜiÀ* ÊÈäÎ\Ê7>ÀÌÊ­ˆ˜}Ê
ÀÌ ÕÀ½ÃÊÌÀÕÃÌÞÊ>ˆ`i®Ê *œÜiÀ* ÊÈäÎiÉÈäγÉÈäÎiÛ\Ê-ÌÀiÌV ]Ê6>ˆ>˜Ì *œÜiÀ* ÊÈäÎiÌ\Êœ`i˜iÞi *œÜiÀ* ÊÈä{\ÊV ÊxÊ

46 47 Millionaire Mania

Millionaire Mania

iÌ̈˜}Ê>ÊVœ“«>˜ÞʜvvÊÌ iÊ}ÀœÕ˜`Ê>Ü>ÞÃÊÀiµÕˆÀiÃÊÃ>VÀˆwViÃ]Ê>˜`ʈ˜ÊÌ >ÌÊ Ài}>À`Ê
««iÊÜ>ÃʘœÊ`ˆvviÀi˜ÌÊÌ >˜Ê>˜ÞÊœÌ iÀ°Ê/œÊÃVÀ>«iÊ̜}iÌ iÀÊÌ iÊVœÃÌÊ œvÊ«Àœ`ÕVˆ˜}ÊÌ iʜÀˆ}ˆ˜>Ê
««iÊÊ«Àˆ˜Ìi`ÊVˆÀVՈÌÊLœ>À`ʈ˜Ê£™ÇÈ]Ê-ÌiÛiÊ œLÃÊ«>ÀÌi`ÊÜˆÌ Ê ˆÃÊÀi`Ê>˜`ÊÜ ˆÌiÊ6œŽÃÜ>}i˜ÊLÕÃÊvœÀÊf£]xääÊ>˜`Ê-ÌiÛiÊ 7œâ˜ˆ>ŽÊ܏`Ê ˆÃÊLiœÛi`Êi܏iÌ̇*>VŽ>À`ÊÈxÊ«Àœ}À>““>LiÊV>VՏ>̜ÀÊvœÀÊ fÓxä°Ê/ iÊVœ“«>˜ÞÊÜ>ÃÊ œLLˆ˜}Ê>œ˜}Ê>ÌÊÌ iÊLi}ˆ˜˜ˆ˜}ʜvÊ£™ÇÇÊÜ i˜Ê ÀïÀi`ÊLÕȘiÃÓ>˜Ê ˆŽiÊ >ÀŽŽÕ>Ê«œÕÀi`Êf™Ó]äääʈ˜ÌœÊ
««i½ÃÊVœvviÀÃÊ >˜`ÊÃiVÕÀi`Ê>ÊfÓxä]äääʏˆ˜iʜvÊVÀi`ˆÌÊ>ÌÊ >˜ŽÊœvÊ
“iÀˆV>°Ê / iÊ̈“iÊ>˜`ʓœ˜iÞÊi>V ʜvÊÌ iÊÌ ÀiiÊÃ>VÀˆwVi`Ê̜ʓ>ŽiÊ
««iÊ>ÊÃÕVViÃÃÊ ÜiÀiÊ>“«ÞÊÀiÜ>À`i`ʜ˜Ê iVi“LiÀÊ£Ó]Ê£™nä]ÊÜ i˜Ê՘`iÀÜÀˆÌiÀÃÊ œÀ}>˜Ê -Ì>˜iÞÊ>˜`Ê >“LÀiV ÌÊEÊ+ՈÃÌÊ̜œŽÊÌ iÊVœ“«>˜ÞÊ«ÕLˆV°Ê"Àˆ}ˆ˜>ÞÊ Apple’s initial public offering was wi`Ê̜ÊÃiÊ>ÌÊf£{Ê>Êà >Ài]ÊÌ iÊÃ̜VŽÊœ«i˜i`Ê>ÌÊfÓÓÊ>˜`Ê>Ê{°Èʓˆˆœ˜Ê the largest IPO since the Ford Motor à >ÀiÃÊ܏`ʜÕÌʈ˜Ê“ˆ˜ÕÌiðÊ/ iÊÃ̜VŽÊÀœÃiÊ>“œÃÌÊÎÓÊ«iÀVi˜ÌÊÌ >ÌÊ`>ÞÊÌœÊ Company went public in 1956. VœÃiÊ>ÌÊfә]Ê}ˆÛˆ˜}ÊÌ iÊVœ“«>˜ÞÊ>ʓ>ÀŽiÌÊÛ>Õ>̈œ˜ÊœvÊf£°ÇÇnÊLˆˆœ˜°Ê Nonetheless, it sold out in minutes. œLÃ]ÊÌ iÊȘ}iʏ>À}iÃÌÊÃ̜VŽ œ`iÀÊÜˆÌ ÊÇ°xʓˆˆœ˜Êà >ÀiÃ]ÊÃÕ``i˜ÞÊ >`Ê>Ê Unfortunately, not everyone was ˜iÌÊܜÀÌ ÊiÝVii`ˆ˜}ÊfÓ£Çʓˆˆœ˜°Ê œÌÊ̜œÊà >LLÞÊvœÀÊ>ÊVœi}iÊ`Àœ«œÕÌ°Ê allowed to get in on the ground floor. 7œâ½ÃÊ{ʓˆˆœ˜Êà >ÀiÃÊÜiÀiÊܜÀÌ Ê>ÊÀiëiVÌ>LiÊf££Èʓˆˆœ˜°Ê*ÀiÌÌÞÊ}œœ`Ê For fiscal year 1980, Apple showed vœÀÊ>Ê܈Ài‡ i>`ÊÜ œÊ˜iÛiÀÊÜ>˜Ìi`Ê̜ÊLՈ`Ê>ÊVœ“«>˜Þ°Ê Ûi˜Ê >ÀŽŽÕ>Ê a profit of $11.7 million, or 24 cents VœÕ`˜½ÌÊVœ“«>ˆ˜°ÊˆÃÊÇʓˆˆœ˜Êà >ÀiÃÊÜiÀiÊÛ>Õi`Ê>ÌÊfÓäÎʓˆˆœ˜]ÊvœÀÊ>˜Ê a share, on revenue of $118 million. ՘LiˆiÛ>LiÊxx]™{ÎÊ«iÀVi˜ÌÊ>˜˜Õ>ˆâi`ÊÀiÌÕÀ˜Êœ˜Ê ˆÃʜÀˆ}ˆ˜>Ê£™ÇÇÊÃÌ>Žit That priced the IPO at 92 times / iÊÌ ÀiiÊvœÕ˜`iÀÃʜvÊ
««iÊ œ“«ÕÌiÀʘV°ÊÜiÀi˜½ÌÊÌ iʜ˜Þʜ˜iÃÊ earnings. Because Massachusetts’ Ü œÊ`ˆ`ÊÜiÊÌ >ÌÊv>ÌivՏÊ`>Þʈ˜Ê iVi“LiÀ°Ê"vÊ
««i½ÃÊ£]äääÊi“«œÞiiÃ]Ê securities law didn’t allow offerings “œÀiÊÌ >˜Ê{äÊLiV>“iʈ˜ÃÌ>˜Ìʓˆˆœ˜>ˆÀiÃÊÌ >˜ŽÃÊ̜ÊÌ iˆÀÊÃ̜VŽÊœ«Ìˆœ˜Ã°Ê with prices of more than 20 times ­
˜Êœ«Ìˆœ˜ÊˆÃÊ>ÊvœÀ“ÊœvÊVœ“«i˜Ã>̈œ˜ÊÌ >ÌÊ}À>˜ÌÃÊ>˜Êi“«œÞiiÊÌ iÊÀˆ} ÌÊÌœÊ earnings, the state banned individual «ÕÀV >ÃiÊÃ̜VŽÊ>ÌÊ>ÊëiVˆwi`ÊiÝiÀVˆÃiÊ«ÀˆVi°®Ê-̜VŽÊœ«Ìˆœ˜ÃÊ>ÀiÊ>ÊÜ>ÞʜvʏˆviÊ residents from participating in the IPO, ˆ˜Ê-ˆˆVœ˜Ê6>iÞ]Ê>˜`ʈ˜ÊÌ iʏ>ÌiÊ£™ÇäÃÊ
««iÊÀœṎ˜iÞÊi˜ÌˆVi`ÊV>˜`ˆ`>ÌiÃÊ deeming it “too risky.” After the IPO, vœÀÊi“«œÞ“i˜ÌÊÜˆÌ Êœ«Ìˆœ˜Ãʜ˜Ê>ÊviÜÊÌ œÕÃ>˜`Êà >ÀiÃʜvÊÃ̜VŽÊÜˆÌ ÊiÝiÀVˆÃiÊ the state determined that residents «ÀˆViÃʜvÊÀœÕ} ÞÊf{°Ê had been made aware of the risks and >V Ê Ã >ÀiÊ œvÊ Ã̜VŽÊ ˆÃÃÕi`Ê «ÀˆœÀÊ ÌœÊ
«ÀˆÊ £™Ç™Ê Ü>ÃÊ Ž˜œÜ˜Ê >ÃÊ >Ê decided to allow trading. On May 27, ºvœÕ˜`iÀ½ÃÊà >Ài°»Ê/ >˜ŽÃÊ̜ÊÌ iÊwÛiÊÃ̜VŽÊ돈ÌÃÊ«ÀˆœÀÊ̜ÊÌ iʈ˜ˆÌˆ>Ê«ÕLˆVÊ 1981, a second offering of 2.6 million œvviÀˆ˜}Ê­*"®]Êi>V ÊvœÕ˜`iÀ½ÃÊà >ÀiʓՏ̈«ˆi`ʈ˜ÌœÊÎÓÊà >ÀiðÊ-œÊ>˜Þœ˜iÊ shares of stock was completed. Ü œÊœÜ˜i`Ê>ʏˆÌ̏iʜÛiÀÊ£]äääÊvœÕ˜`iÀ½ÃÊà >ÀiÃÊÜi˜ÌÊ̜ÊLi`Ê>ʓˆˆœ˜>ˆÀiÊ œ˜Ê iVi“LiÀÊ£Ó]Ê£™nä° ÕÌʘœÌÊiÛiÀޜ˜iÊÜ œÊ i«i`ÊLՈ`Ê
««iÊÜ>ÃÊÀˆV ÞÊÀiÜ>À`i`°Ê-̜VŽÊ œ«Ìˆœ˜ÃÊÜiÀiÊÀiÃiÀÛi`ÊvœÀÊÃ>>Àˆi`Êi“«œÞiiÃÊÃÕV Ê>ÃÊi˜}ˆ˜iiÀÃ]ʘœÌÊ œÕÀÞÊ i“«œÞiiÃÊÃÕV Ê>ÃÊÌiV ˜ˆVˆ>˜Ã°Ê >˜ÞʜvÊ
««i½ÃÊi>ÀˆiÃÌÊi“«œÞiiÃÊÜiÀiÊ iˆÌ iÀÊ̜œÊˆ˜iÝ«iÀˆi˜Vi`ʜÀÊ̜œÊ˜>ˆÛiÊ̜Ê`i“>˜`ÊÃ̜VŽÊœ«Ìˆœ˜Ã°Êi̽ÃÊv>ViÊ ˆÌ]ʓ>˜ÞʜvÊÌ i“ÊÜiÀiʍÕÃÌÊÌii˜>}iÀÃÊ>˜`ÊVœi}iʎˆ`ðÊ
ÊÌiˆ˜}ÊiÝ>“«iʈÃÊ >˜ˆiÊ°ÊœÌ̎i]ÊÜ œÊ >`ÊLii˜ÊœLýÊLiÃÌÊvÀˆi˜`Ê>ÌÊ,ii`Ê œi}iÊ>˜`ÊÜ œÊ ÌÀ>Ûii`Ê̜ʘ`ˆ>ÊÜˆÌ Ê ˆ“ʈ˜Ê£™Ç{ÊÃiiŽˆ˜}ÊëˆÀˆÌÕ>Êi˜ˆ} Ìi˜“i˜Ì° "Àˆ}ˆ˜>ÞÊ V>i`Ê ˆ˜Ê ÌœÊ i«Ê ÃÌÕvvÊ
««iÊ Ê VˆÀVՈÌÊ Lœ>À`ÃÊ ˆ˜Ê £™ÇÈ]Ê œÌ̎iÊLiV>“iÊi“«œÞiiʛ£Óʈ˜Ê՘iÊ£™ÇÇÊ>˜`ÊÜ>ÃÊ«>ˆ`ʓˆ˜ˆ“Õ“ÊÜ>}iÊ ÌœÊ>ÃÃi“LiÊ>˜`ÊÌiÃÌÊ
««iÊʓœÌ iÀLœ>À`Ã°Ê ÞÊ£™nä]ÊœÌ̎iÊÜ>ÃÊ`œˆ˜}Ê

59 Millionaire Mania Millionaire Mania

“When I was 23, I had a net worth of over a million dollars. At 24 it was over $10 million, and at 25 it was over $100 million.” Steve Jobs Courtesy of Michael Jamison Jobs first appeared on the Forbes Four Hundred list of richest Americans in 1982. After he sold NeXT to Apple and took Pixar public, Forbes estimated his net worth at $710 million in 1997. In the fall of 2002, the 47-year-old Jobs was worth $1.6 billion, according to Forbes.

By 1982, certificates featuring the Apple II (inset) had replaced the ornate pre-IPO shares.

“ÕV ʓœÀiÊ`i“>˜`ˆ˜}ÊܜÀŽ]ÊLՈ`ˆ˜}Ê>˜`ÊÌÀœÕLià œœÌˆ˜}ÊÌ iÊ
««iÊÊ «ÀœÌœÌÞ«i]ÊLÕÌÊ iÊÀi“>ˆ˜i`Ê>˜Ê œÕÀÞÊÌiV ˜ˆVˆ>˜°Êºʎi«ÌʓÞÊ i>`Ê`œÜ˜Ê >˜`ÊÜ>ÃÊܜÀŽˆ˜}ʈ˜ÊÌ iʏ>L]»ÊÀiV>ÃÊœÌ̎i°ÊºÊÜ>ÃÊÛiÀÞʘ>ˆÛi°ÊʍÕÃÌÊÌ œÕ} ÌÊ ÊܜՏ`Ê`œÊ}œœ`ÊܜÀŽÊ>˜`ÊiÛi˜ÌÕ>ÞÊ}iÌÊÀiÜ>À`i`°Ê7 >ÌÊ>˜Êˆ`ˆœÌ°» œÌ̎iÊÜ>˜Ìi`ÊÌ iÊ̈̏iʜvÊi˜}ˆ˜iiÀʓœÀiÊÌ >˜ÊÌ iʜ«Ìˆœ˜ÃÊÌ >ÌÊÜi˜ÌÊ ÜˆÌ ÊÌ iÊ«œÃˆÌˆœ˜]ÊLÕÌÊ iÊÜ>ؽÌÊ>ÊVœ“«iÌiʈ`ˆœÌ°ÊºÊÜ>˜Ìi`Ê̜ʈ˜ÛiÃÌʈ˜ÊÌ iÊ Vœ“«>˜Þ°ÊÊ >`ÊLii˜ÊܜÀŽˆ˜}ÊÌ iÀiÊȘViʈÌÊÃÌ>ÀÌi`Ê>˜`ÊÊÜ>ؽÌʈ˜Ìi˜`ˆ˜}ÊÌœÊ i>Ûi°ÊÊ`iÃiÀÛi`Ê̜ʈ˜ÛiÃÌ]»ÊLiˆiÛi`ÊœÌ̎i]ÊÜ œÊ>ÌÊÌ iÊ̈“iÊÜ>ÃÊà >Àˆ˜}Ê>Ê œÕÃiʈ˜Ê Õ«iÀ̈˜œÊÜˆÌ ÊœLÃÊ>˜`ÊœLýÊvœÀ“iÀÊ}ˆÀvÀˆi˜`Ê­Ü œÊܜՏ`ʏ>ÌiÀÊ Li>ÀÊœLýÊV ˆ`]ʈÃ>Ê ˆVœi®° ,œ`ÊœÌ]Êi˜}ˆ˜iiÀˆ˜}Ê6*Ê>˜`Êi“«œÞiiʛx]ÊÜ>ÃÊÜÊ՘Vœ“vœÀÌ>LiÊ ÜˆÌ ÊÌ iʈ˜iµÕˆÌÞʜvÊÌ iÊÈÌÕ>̈œ˜ÊÌ >ÌÊ iÊ«iÀܘ>ÞÊ>««Àœ>V i`ÊœLÃÊ>˜`Ê ÃÕ}}iÃÌi`Ê Ì iÞÊ LœÌ Ê }ˆÛiÊ œÌ̎iÊ Ãœ“iÊ Ã̜VŽÊ LÞÊ “>ÌV ˆ˜}Ê i>V Ê œÌ iÀ½ÃÊ Vœ˜ÌÀˆLṎœ˜°ÊœLÃÊÀi«œÀÌi`ÞÊiÝV>ˆ“i`]ʺÀi>ÌtʽÊ}ˆÛiÊ ˆ“ÊâiÀœ°»Ê Ûi˜ÊÌ œÕ} Ê ˆÃʺLiÃÌÊvÀˆi˜`»ÊÜ>ÃÊ՘܈ˆ˜}Ê̜Ê}À>˜ÌÊ ˆ“Ê>˜Þʜ«Ìˆœ˜Ã]Ê œÌ̎iÊiÛi˜ÌÕ>Þʓ>˜>}i`Ê̜Ê}iÌÊܓiÊà >ÀiðÊœÌÊ՘ˆ>ÌiÀ>ÞÊ}>ÛiÊœÌ̎iÊ £ääÊà >ÀiÃʜÕÌʜvÊ ˆÃʜܘʫœVŽiÌ]Ê>˜`ʍÕÃÌÊLivœÀiÊ
««iÊÜi˜ÌÊ«ÕLˆV]ÊœÌ̎iÊ “I’m the only person I know Üi˜ÌÊ̜ÊV >ˆÀ“>˜Ê >ÀŽŽÕ>Ê>˜`Ê«ÀiÈ`i˜ÌÊ ˆŽiÊ-VœÌÌÊ>˜`Ê̜`ÊÌ i“Ê œÜÊ that’s lost a quarter of a billion ՘ >««ÞÊ iÊÜ>ÃÊLiV>ÕÃiÊ iÊ >`˜½ÌÊ}œÌÌi˜Ê>˜ÞÊà >ÀiðʺÊ̜`ÊÌ i“ÊÌ >ÌÊÊ dollars in one year…it’s very Ü>ÃÊ}œˆ˜}Ê̜ʏi>ÛiÊÌ iÊVœ“«>˜Þ]»ÊÀiV>ÃÊœÌ̎i°Êº/ iÞÊ}>Ûiʓiʜ«Ìˆœ˜ÃÊ character building.” œ˜Ê£]äääÊà >ÀiÃÊ>ÌÊ>ÀœÕ˜`Êfn]ÊLÕÌʈÌÊÜ>ÃÊ̜œÊ>Ìi»ÊvœÀÊÌ iÊ돈ÌÃÊÌ >Ìʓ>`iÊ Steve Jobs, discussing what it’s like œÌ iÀÃÊv>LՏœÕÏÞÊÜi>Ì Þ°Ê having so much of your net worth tied œÌ̎i½ÃÊ >œÌ“i˜ÌÊ Ü>ÃÊ >Õ}“i˜Ìi`Ê Ì ÀœÕ} Ê Ì iÊ }i˜iÀœÃˆÌÞÊ œvÊ to a volatile stock such as Apple 7œâ˜ˆ>Ž]Ê Ü œÊ viÌÊ Ì >ÌÊ ˆÌÊ Ü>ÃÊ Õ˜v>ˆÀÊ Ì >ÌÊ “>˜ÞÊ œvÊ Ì iÊ i>ÀˆiÃÌÊ
««iÊ

60 61 The Strangest Bedfellow of All

The Strangest Bedfellow of All

˜ÊÌ iʏ>ÌiÊ£™ÇäÃ]Ê
««iÊÜ>ÃÊÌ iÊÃÌ>˜`œÕÌʈ˜ÊÌ iÊVÀœÜ`i`Ê«iÀܘ>ÊVœ“«ÕÌiÀÊ “It’s curious to me that the wi`°Ê/ iÊ
««iÊÊ܏`ÊLÀˆÃŽÞʈ˜ÌœÊÌ iÊ œ“iÊ>˜`Êi`ÕV>̈œ˜Ê“>ÀŽiÌÃÊ>˜`Ê largest computer company in the >`ÊiÛi˜Ê“>`iÊ i>`Ü>Þʈ˜ÌœÊLÕȘiÃÃʜvwViÃ]ÊÌ >˜ŽÃÊ̜ÊÌ iÊ«œ«Õ>ÀˆÌÞʜvÊ world [IBM] couldn’t even match 6ˆÃˆ >V°Ê/ iÊi˜ÌˆÀiÊ«iÀܘ>ÊVœ“«ÕÌiÀʈ˜`ÕÃÌÀÞÊÜ>ÃÊi˜œÞˆ˜}Ê« i˜œ“i˜>Ê the Apple II, which was designed }ÀœÜÌ ]Ê>˜`Ê
««iÊÜ>Ãʏi>`ˆ˜}ÊÌ iÊ«>VŽ°Ê ÕÌÊ
««iʎ˜iÜʈÌÊÜ>Ãʜ˜ÞÊ>ʓ>ÌÌiÀÊ in a garage six years ago.” œvÊ̈“iÊLivœÀiʈÌÊv>Vi`ÊÌ iʓœÃÌÊvœÀ“ˆ`>LiÊVœ“«ï̜ÀʜvÊ>]ʘÌiÀ˜>̈œ˜>Ê Steve Jobs ÕȘiÃÃÊ >V ˆ˜iÃÊ­ÜÜÜ°ˆL“°Vœ“®ÊœvÊ
À“œ˜Ž]Ê iÜÊ9œÀŽ°Ê/ iÊ`>ÞʜvÊ (InfoWorld, March 8, 1982) ÀiVŽœ˜ˆ˜}Ê>ÀÀˆÛi`ʜ˜Ê
Õ}ÕÃÌÊ£Ó]Ê£™n£]ÊÜ i˜Ê ʈ˜ÌÀœ`ÕVi`ʈÌÃÊf£]xÈxÊ «iÀܘ>ÊVœ“«ÕÌiÀÊÜˆÌ Ê>ÊȘ}iÊx°Óx‡ˆ˜V Êyœ««ÞÊ`ˆÃŽÊ`ÀˆÛiÊ>˜`Ê£ÈʜvÊ “i“œÀÞ°

“I was at Apple the day IBM announced [its PC]. They didn’t seem to care. It took them a year to realize what had happened.” Microsoft CEO Bill Gates Courtesy of IBM Corp.

The boxy IBM Personal Computer didn’t break any new technological barriers, but the mere fact that it came from the world’s largest computing firm validated the microcomputer market that Apple had dominated so far.

ÌÊwÀÃÌÊ
««iÊÜ>ÃÊVœ˜w`i˜ÌʈÌÊVœÕ`Ê œ`ʈÌÃʜܘÊ>}>ˆ˜ÃÌÊ °Êº7i½ÀiÊ “The IBM PC is beneath }œˆ˜}Ê̜ʜÕ̇“>ÀŽiÌÊ ]»ÊÃ>ˆ`ÊV >ˆÀ“>˜Ê-ÌiÛiÊœLðʺ7i½ÛiÊ}œÌʜÕÀÊà ˆÌÊ comment. It’s been known for 12 ̜}iÌ iÀ°»Ê*ÀiÈ`i˜ÌÊ ˆŽiÊ >ÀŽŽÕ>ÊÜ>ÃÊiµÕ>ÞÊÕ«Li>Ì]ÊÃÌ>̈˜}]ʺ7i½ÛiÊ years how to do a good-looking Lii˜Ê«>˜˜ˆ˜}Ê>˜`ÊÜ>ˆÌˆ˜}ÊvœÀÊ Ê̜Ê}iÌʈ˜ÌœÊÌ iʓ>ÀŽiÌ«>ViÊvœÀÊvœÕÀÊ display and IBM didn’t put one Þi>ÀðÊ7i½ÀiÊÌ iÊ}ÕÞÃʈ˜ÊÌ iÊ`ÀˆÛiÀ½ÃÊÃi>Ì°Ê7i½ÀiÊÌ iÊ}ÕÞÃÊÜˆÌ Êœ˜i‡Ì ˆÀ`ʜvÊ on its machine. You can’t have >ʓˆˆœ˜Êˆ˜ÃÌ>i`ÊL>Ãi°Ê7i½ÀiÊÌ iÊ}ÕÞÃÊÜˆÌ Ê>ÊÜvÌÜ>ÀiʏˆLÀ>ÀÞ°Ê7i½ÀiÊÌ iÊ any favorable comment beyond }ÕÞÃÊÜˆÌ Ê`ˆÃÌÀˆLṎœ˜°Ê̽ÃÊ ÊÜ œÊˆÃÊÀi>V̈˜}Ê>˜`ÊÀi뜘`ˆ˜}Ê̜Ê
««i°Ê that. That is the ultimate in / iÞ½Ê >ÛiÊ̜Ê`œÊ>ʏœÌʓœÀiÊÀi>V̈˜}Ê>˜`ÊÀi뜘`ˆ˜}°Ê Ê >ؽÌÊÌ iÊ know-nothingness.” vœ}}ˆiÃÌʘœÌˆœ˜ÊœvÊ œÜÊ̜ÊÃiÊ̜ʈ˜`ˆÛˆ`Õ>Ã°ÊÌÊ̜œŽÊÕÃÊvœÕÀÊÞi>ÀÃÊ̜ʏi>À˜Ê Apple Fellow Alan Kay >LœÕÌʈ̰Ê/ iÞʓÕÃÌʏi>À˜Ê>LœÕÌÊ`ˆÃÌÀˆLṎœ˜ÊÃÌÀÕVÌÕÀiÊ>˜`ʈ˜`i«i˜`i˜ÌÊ (InfoWorld, June 11, 1984) `i>iÀðÊ9œÕÊV>˜˜œÌÊÀi`ÕViÊ̈“iÊLÞÊÌ ÀœÜˆ˜}ʓœ˜iÞÊ>Ìʈ̰Ê- œÀÌʜvÊ7œÀ`Ê 7>ÀÊʘœÌ ˆ˜}ʈÃÊ}œˆ˜}Ê̜ʎ˜œVŽÊÕÃʜÕÌʜvÊÌ iÊLœÝ°»

67 The Strangest Bedfellow of All The Strangest Bedfellow of All

"˜Ê
Õ}ÕÃÌÊÓ{]Ê
««iÊ Ài뜘`i`Ê ÌœÊ  ½ÃÊ * ʈ˜ÌÀœ`ÕV̈œ˜Ê ˆ˜Ê >˜Ê >“>∘}Ê`ˆÃ«>ÞʜvÊLÀ>Û>`œÊLÞÊ«>Vˆ˜}Ê>ʘœÜ‡v>“œÕÃ]ÊvՏ‡«>}iÊ>`ÛiÀ̈Ãi“i˜ÌÊ ˆ˜Ê/ iÊ7>Ê-ÌÀiiÌÊœÕÀ˜>ÊÜiVœ“ˆ˜}ÊÌ iÊ«ˆ˜‡ÃÌÀˆ«i`ÊVœÀ«œÀ>ÌiÊLi i“œÌ Ê ˆ˜ÌœÊÌ iʓ>ÀŽiÌÊÌ >ÌÊ
««iÊ«À>V̈V>ÞÊÃ>ÜÊ>ÃʈÌÃÊLˆÀÌ Àˆ} Ì°Ê 7 ˆiÊ
««iÊVi>ÀÞÊۈiÜi`Ê Ì iÊ  Ê * Ê >ÃÊ ÃiVœ˜`‡À>ÌiÊ ÌiV ˜œœ}Þ]ÊÌ iÊ LÕވ˜}Ê «ÕLˆVÊ `ˆ`˜½ÌʏœœŽÊ“ÕV Êv>ÀÌ iÀÊÌ >˜Ê Ì œÃiÊ “>}ˆVÊ ˆ˜ˆÌˆ>Ã]Ê Ü ˆV Ê Ài«ÀiÃi˜Ìi`Ê ÃÌ>LˆˆÌÞ]Ê ÃiÀۈVi]Ê >˜`ÊÀiˆ>LˆˆÌÞ°Ê/œÊÌ i“]ʈÌÊ`ˆ`˜½ÌʓÕV ʓ>ÌÌiÀÊÜ >ÌÊÜ>Ãʈ˜Ãˆ`iÊÌ iÊLœÝÆÊ Ì iÊ Ê* ÊÜ>ÃÊ>ÊÃiÀˆœÕÃÊLÕȘiÃÃʓ>V ˆ˜iÊvÀœ“Ê>ÊÃiÀˆœÕÃÊVœ“«>˜Þ]Ê>˜`Ê ˆÌÊ`ˆ`˜½ÌÊÌ>Žiʏœ˜}ÊvœÀÊ
««iÊ̜ÊÀi>ˆâiʈÌÊÜ>Ãʈ˜ÊÃiÀˆœÕÃÊÌÀœÕLi°Ê ÞÊÌ iÊi˜`Ê œvÊÌ iÊÞi>À]Ê Ê >`Ê܏`Êxä]äääÊVœ“«ÕÌiÀÃ]Ê>˜`Ê>vÌiÀÊÌܜÊÞi>ÀÃʈÌÊ«>ÃÃi`Ê
««iʈ˜Ê`œ>ÀÊÃ>iÃʜvÊÌ iʓ>V ˆ˜iðʘʣ™nÎ]Ê
««i½Ãʓ>ÀŽiÌÊà >ÀiʜvÊ «iÀܘ>ÊVœ“«ÕÌiÀÃÊi`}i`ÊÕ«ÊvÀœ“ÊÓäÊ̜ÊӣʫiÀVi˜Ì]ÊÜ ˆiÊ ½ÃÊÀœÃiÊ `À>“>̈V>ÞÊvÀœ“Ê£nÊ̜ÊÓÈÊ«iÀVi˜Ì]Ê>VVœÀ`ˆ˜}Ê̜ÊÕÌÕÀiÊ œ“«Ṏ˜}]Ê>Ê Apple actually welcomed IBM into the /iÝ>ÇL>Ãi`ÊVœ˜ÃՏ̈˜}ÊwÀ“° PC market, but urged “responsible
««iÊÌÀˆi`Ê̜ÊÃÌi“ÊÌ iÊ̈`iÊÜˆÌ ÊÌ iÊ>˜Õ>ÀÞÊ£™nÎʈ˜ÌÀœ`ÕV̈œ˜ÊœvÊÌ iÊ competition.” ˆÃ>°Ê ÞÊ>Ê>VVœÕ˜ÌÃ]ÊÌ iʈÃ>ÊÜ>ÃÊ>ÊÀiۜṎœ˜>ÀÞÊVœ“«ÕÌiÀ]ÊLÕÌÊ>ÃÊv>ÀÊ>ÃÊÌ iÊ LÕȘiÃÃÊVœ““Õ˜ˆÌÞÊÜ>ÃÊVœ˜ViÀ˜i`]ʈÌÊ >`ÊÌܜʓ>œÀÊy>ÜðʈÀÃÌ]ʈÌÃÊf™]™™xÊ «ÀˆViÊÌ>}ÊÜ>ÃÊ̜œÊiÝ«i˜ÃˆÛi°Ê-iVœ˜`]Ê>˜`Ê«iÀ >«ÃʓœÃÌʈ“«œÀÌ>˜ÌÞ]ʈÌÊÜ>ؽÌÊ Vœ“«>̈LiÊÜˆÌ Ê>˜ÞÌ ˆ˜}ÊiÃiʜ˜ÊÌ iʓ>ÀŽiÌ°Ê/ iÊ Ê* Ê>˜`Ê ˆVÀœÃœv̽ÃÊ -‡ "-Ê >`ÊiÃÌ>LˆÃ i`Ê>ÊÃÌ>˜`>À`Ê̜ÊÜ ˆV ÊVœ˜iʓ>˜Õv>VÌÕÀiÀÃÊyœVŽi`]Ê LÕÌÊ
««iÊÀiÈÃÌi`ÊÌ iÊÌi“«Ì>̈œ˜Ê̜Ê}œÊÜˆÌ ÊÌ iÊyœÜ°Ê,ˆ} ÌʜÀÊÜÀœ˜}]Ê
««iÊ >ÃÊ>Ü>ÞÃÊviÌÊÌ >ÌʈÌÃÊÌiV ˜œœ}ÞÊÜ>ÃÊLiÌÌiÀ]ʈvʘœÌÊÌ iÊLiÃÌ]Ê>˜`ʈvʈÌʍÕÃÌÊ Ü>ˆÌi`ʏœ˜}Êi˜œÕ} ]ÊÌ iÊܜÀ`ÊܜՏ`ÊÀiVœ}˜ˆâiÊÌ ˆÃÊv>VÌÊ>˜`ÊLiÊ܈ˆ˜}ÊÌœÊ «>ÞÊ>Ê«Ài“ˆÕ“Ê̜ÊLÕÞÊ>ÊVœ“«ÕÌiÀÊvÀœ“Ê Õ«iÀ̈˜œ° “As it turned out, the original ÞÊ£™n{]ʈÌÊÜ>ÃÊVi>ÀÊÌ >ÌÊÌ iʈÃ>ÊÜ>ÃÊ>ÊÃ>iÃÊ`ˆÃ>««œˆ˜Ì“i˜Ì]Ê>˜`Ê welcome was like Little Red ˆ˜`ÕÃÌÀÞʫ՘`ˆÌÃÊÜiÀiÊ`iVÀވ˜}ÊÌ iÊ
««iÊÊ>ÃÊ`>Ìi`ÊÌiV ˜œœ}ÞÊ`iÃ̈˜i`Ê Ridinghood’s welcoming the wolf ̜Ê`ˆiÊ>˜ÞÊ`>ÞʘœÜÊ­>Êy>Üi`Ê>ÃÃiÃÓi˜ÌʺiÝ«iÀÌûÊܜՏ`ÊÀi«i>Ìʓ>˜ÞÊ̈“iÃÊ into her grandmother’s home. œÛiÀÊÌ iÊ`iV>`iÆÊÌ iÊ
««iÊÊÀi“>ˆ˜i`ʜ˜ÊÌ iÊ«ÀˆViʏˆÃÌÊ՘̈Ê œÛi“LiÀÊ There is a very fine line between £x]Ê£™™Î®°Ê
««iÊ`iëiÀ>ÌiÞʘii`i`Ê>Ê ˆÌÊ̜ÊVœ“L>ÌÊ ]Ê>˜`ÊœLÃÊ >`Ê being self-confident and getting “>`iÊÕ«Ê ˆÃʓˆ˜`Ê̜ÊLiÌÊiÛiÀÞÌ ˆ˜}ʜ˜ÊÌ iÊ >Vˆ˜ÌœÃ °Ê*>ÀÌʜvÊ ˆÃÊÃÌÀ>Ìi}ÞÊ cocky about it.” Ü>ÃÊ̜Ê}iÌÊÌ iÊ«ÕLˆVÊÌ ˆ˜Žˆ˜}ʜvÊ
««iÊÛiÀÃÕÃÊ ʈ˜ÊÌiÀ“ÃʜvÊ>ÊÌܜ‡ œÀÃiÊ John Sculley À>ViʏˆŽiÊ œŽiÊ>˜`Ê*i«Ãˆ]Ê
ۈÃÊ>˜`ÊiÀÌâ]Ê iÜÃÜiiŽÊ>˜`Ê/ˆ“i°Ê iÛiÀÊÜ>ÃÊ (Playboy, September 1987) Ì ˆÃÊÃÌÀ>Ìi}ÞÊiÝiVÕÌi`Ê>ÃÊivviV̈ÛiÞÊ>Ãʈ˜ÊÌ iʏ>˜`“>ÀŽÊ£™n{ÊVœ““iÀVˆ>]Ê Ü ˆV Ê iÀ>`i`ÊÌ iʈ˜ÌÀœ`ÕV̈œ˜ÊœvÊÌ iÊ >Vˆ˜ÌœÃ ʜ˜Ê>˜Õ>ÀÞÊÓ{]Ê£™n{Ê ­Ãiiʺ/ iÊÀi>ÌiÃÌÊ œ““iÀVˆ>Ê/ >ÌÊ
“œÃÌÊ iÛiÀÊ
ˆÀi`»®°Ê
ÃÊœLÃÊ«ÕÌÊ ˆÌʈ˜Ê>Ê£™nxÊ*>ÞLœÞʈ˜ÌiÀۈiÜ]ʺÌÊÀi>ÞʈÃÊVœ“ˆ˜}Ê`œÜ˜Ê̜ʍÕÃÌÊ
««iÊ>˜`Ê  °Êv]ÊvœÀÊܓiÊÀi>ܘ]ÊÜiʓ>ŽiÊܓiÊ}ˆ>˜ÌʓˆÃÌ>ŽiÊ>˜`Ê Ê܈˜Ã]ʓÞÊ «iÀܘ>Êviiˆ˜}ʈÃÊÌ >ÌÊÜiÊ>ÀiÊ}œˆ˜}Ê̜Êi˜ÌiÀÊÜÀÌʜvÊ>ÊVœ“«ÕÌiÀÊ >ÀŽÊ
}iÃÊ “IBM wants to wipe us off the vœÀÊ>LœÕÌÊÓäÊÞi>Àð» face of the earth.” / ÀœÕ} œÕÌÊÌ iÊ£™näÃ]Ê
««iÊÌi˜>VˆœÕÏÞÊvœÕ} ÌÊ̜ʓ>ˆ˜Ì>ˆ˜ÊˆÌÃʓœ`iÃÌÊ Steve Jobs “>ÀŽiÌÊà >ÀiÊ>}>ˆ˜ÃÌÊi˜VÀœ>V “i˜ÌÊvÀœ“Ê Ê>˜`ÊÌ iʓ>˜ÞÊVœ˜iʓ>ŽiÀÃ]Ê (Fortune, February 20, 1984) LÕÌÊ>vÌiÀÊi˜œÞˆ˜}ÊÞi>ÀÃʜvÊ}ÀœÃÃʓ>À}ˆ˜ÃÊ>ÃÊ ˆ} Ê>ÃÊxÎÊ«iÀVi˜Ì]Ê«ÀˆViÊÜ>ÀÃÊ

68 69 From Xerox, with Love

From Xerox, with Love

*ÕÌ̈˜}ÊÌ iÊ >Vʈ˜ÌœÊ«Àœ«iÀÊ ˆÃ̜ÀˆV>Ê«iÀëiV̈ÛiʈÃʈ“«œÃÈLiÊÜˆÌ œÕÌÊ Vœ˜Ãˆ`iÀˆ˜}ʈÌÃÊvœÀiÀ՘˜iÀ]Ê
««i½Ãʈ‡v>Ìi`ʈÃ>ÊVœ“«ÕÌiÀ°Ê/ iʈÃ>ÊLi}>˜Ê ˆviÊ ˆ˜Ê Ì iÊ v>Ê œvÊ £™ÇnÊ Ü i˜Ê -ÌiÛiÊ œLÃÊ >˜`Ê7ˆˆ>“Ê º/Àˆ«»Ê >܎ˆ˜ÃÊ ]ʓ>˜>}iÀʜvʓ>ÀŽï˜}Ê«>˜˜ˆ˜}]ÊLi}>˜ÊLÀ>ˆ˜Ã̜À“ˆ˜}Ê>LœÕÌÊ>ʘiÝ̇ }i˜iÀ>̈œ˜Ê«ÀœiVÌÊÌ >ÌÊܜՏ`ÊLÀi>ŽÊvÀœ“ÊÌ iÊ
««iÊʓœ`°Ê ÕÌʈÌÊÜ>ؽÌÊ Õ˜ÌˆÊՏÞÊÎä]Ê£™Ç™]ÊÌ >ÌÊÌ iʈÃ>Ê«ÀœiVÌÊÀi>ÞÊ}œÌÊ՘`iÀÊÜ>ÞÊÜ i˜Êi˜Ê ,œÌ “ՏiÀÊÜ>ÃÊ ˆÀi`Ê>ÃÊ«ÀœiVÌʓ>˜>}iÀ°Ê
ÃÊVœ˜ViˆÛi`]ÊÌ iʈÃ>ÊÜ>ÃʘœÌ ˆ˜}Ê ˆŽiÊÌ iÊ >V°ÊœÀÊÌ >Ìʓ>ÌÌiÀ]ʈÃ>]ÊÌ iÊ«ÀœiVÌ]ÊLœÀiʏˆÌ̏iÊÀiÃi“L>˜ViÊÌœÊ ˆÃ>]ÊÌ iÊ«Àœ`ÕVÌ°Ê ˜Ê£™Ç™]ʈÃ>Êi݈ÃÌi`ʜ˜ÞÊ>ÃÊ>ÊÃiÌʜvÊëiVˆwV>̈œ˜ÃÊV>ˆ˜}ÊvœÀÊ>ÊfÓ]äääÊ “The primary objective of LISA LÕȘiÃÃÊVœ“«ÕÌiÀÊ̜Êà ˆ«Êˆ˜Ê >ÀV Ê£™n£ÊÜˆÌ Ê>ÊLՈÌ‡ˆ˜Ê}Àii˜Ê« œÃ« œÀÊ is to provide the cornerstone `ˆÃ«>Þ]ʎiÞLœ>À`]Ê>˜`ÊÀ>Ì iÀÊÌÀ>`ˆÌˆœ˜>ÊÕÃiÀʈ˜ÌiÀv>Vi°Ê/ iÊL>ÈVʈ`i>ʜvÊ around which we can build `iÈ}˜ˆ˜}ÊÌ iÊVœ“«ÕÌiÀÊ>ÀœÕ˜`Ê>ÊLˆÌ‡ÃˆViʓˆVÀœ«ÀœViÃÜÀÊÜ>ÃÊ`ˆÃV>À`i`Ê Apple Computer into a $500 Ü i˜ÊˆÌÊLiV>“iÊ>««>Ài˜ÌÊÌ >ÌʈÌÊܜՏ`ÊLiÊv>ÀÊ̜œÊiÝ«i˜ÃˆÛi°Ê
ÃʈÌÊÌÕÀ˜i`ʜÕÌ]Ê million dollar [sic] per year >À`ÞÊ>˜ÞÌ ˆ˜}ÊvÀœ“ÊÌ iʜÀˆ}ˆ˜>Ê«>˜Ê“>`iʈÌʈ˜ÌœÊÌ iÊà ˆ««ˆ˜}Ê«Àœ`ÕVÌÊ company. In order to do this, the LiÈ`iÃÊÌ iʘ>“i°Ê7 >ÌÊV>ÕÃi`Ê
««iÊ̜ÊÀ>`ˆV>ÞÊV >˜}iÊÌ iʈÃ>¶Ê˜Ê>Ê product must allow us to make ܜÀ`\Ê8iÀœÝ° a unique contribution to a large ˜Ê£™Çä]Êi>}iÀÊ̜ÊLiʜ˜ÊÌ iÊVÕÌ̈˜}Êi`}iʜvʈ˜vœÀ“>̈œ˜ÊÌiV ˜œœ}Þ]Ê segment of the small computer Ì iÊ8iÀœÝÊ œÀ«œÀ>̈œ˜Ê­ÜÜÜ°ÝiÀœÝ°Vœ“®Ê}>Ì iÀi`ʓ>˜ÞʜvÊÌ iÊLiÃÌʓˆ˜`ÃÊ marketplace.” ˆ˜ÊÌ iÊVœ“«ÕÌiÀʈ˜`ÕÃÌÀÞÊ>˜`Êi˜ÃVœ˜Vi`ÊÌ i“ʈ˜ÊÌ iÊ*>œÊ
ÌœÊ,iÃi>ÀV Ê (Lisa marketing requirements i˜ÌiÀÊ­*
, ®Ê>ÌÊÎÎÎÎÊ œÞœÌiʈÊ,œ>`ʈ˜Ê*>œÊ
Ìœ]Ê >ˆvœÀ˜ˆ>°ÊÌÃÊ document, April 18, 1980) “ˆÃȜ˜ÊÜ>ÃÊ̜ÊVÀi>ÌiÊÌ iÊvÕÌÕÀiÊÜˆÌ œÕÌÊܜÀÀވ˜}Ê>LœÕÌÊÌ iÊ«À>V̈V>ˆÌÞʜvÊ >VÌÕ>Þʓ>ÀŽï˜}ÊÌ iˆÀÊVÀi>̈œ˜ÃÊ>ÃÊVœ““iÀVˆ>Ê«Àœ`ÕVÌð ÞÊ £™ÇÎ]Ê ˆÌÊ >`Ê ÃÕVVii`i`Ê ˆ˜Ê }ˆÛˆ˜}Ê LˆÀÌ Ê ÌœÊ Ì iÊ 8iÀœÝÊ
Ìœ]Ê Ì iÊ i“Lœ`ˆ“i˜Ìʜvʓ>˜ÞÊVœ“«Ṏ˜}ÊwÀÃÌðÊÌÊÜ>ÃÊÌ iÊwÀÃÌÊ«iÀܘ>ÊVœ“«ÕÌiÀÊ Courtesy of Xerox Corp. and Brian Tramontana PARC

The Xerox Palo Alto Research Center is the birthplace of many computing firsts, including breakthroughs popularized by Apple in the Lisa.

73 From Xerox, with Love From Xerox, with Love

The Alto was a revolutionary creation, ˆ˜ÊÌ iÊÃi˜ÃiÊÌ >ÌʈÌÊÜ>ÃÊ`iÈ}˜i`Ê but it wasn’t a product. If it had been ̜ÊLiÊÕÃi`ÊLÞÊ>ÊȘ}iÊ«iÀܘ°Ê sold commercially with the industry’s ,>Ì iÀÊ Ì >˜Ê «ÕÌ̈˜}Ê vՏÞÊ customary gross margins, it might vœÀ“i`Ê V >À>VÌiÀÃÊ œ˜Ê ÃVÀii˜Ê have cost as much as $40,000. œ˜iÊ>ÌÊ>Ê̈“i]ÊÌ iÊ
ÌœÊVÀi>Ìi`Ê LœÌ Ê ÌiÝÌÊ >˜`Ê }À>« ˆVÃÊ œÕÌÊ œvÊ ˆ˜`ˆÛˆ`Õ>ÞÊ Vœ˜ÌÀœi`Ê «ˆÝiÃÊ ÕȘ}Ê >Ê «ÀœViÃÃÊ V>i`Ê LˆÌÊ “>««ˆ˜}°Ê 1Ș}Ê Ì iÀ˜iÌ]Ê “It doesn’t matter how great the >˜œÌ iÀÊ *
, Ê VÀi>̈œ˜]Ê Ì iÊ computer is if nobody buys it.
ÌœÊ VœÕ`Ê ˜iÌܜÀŽÊ ÜˆÌ Ê Xerox proved that.” œÌ iÀÊ
ÌœÊ Vœ“«ÕÌiÀÃÊ >˜`Ê Mac documentation leader >ÃiÀÊ «Àˆ˜ÌiÀÃ]Ê ÞiÌÊ >˜œÌ iÀÊ

Chris Espinosa Courtesy of Xerox Corp. and Brian Tramontana PARC *
, Ê ˆ˜Ûi˜Ìˆœ˜°Ê ÌÊ >`Ê >˜Ê œLiV̇œÀˆi˜Ìi`Ê «Àœ}À>““ˆ˜}Ê >˜}Õ>}ip-“>Ì>ŽpÜˆÌ Ê ÀiÕÃ>Li]ÊÃiv‡Vœ˜Ì>ˆ˜i`ʓœ`ՏiÃÊ Many Lisa features were borrowed from œvÊVœ`i°ÊÌÊ>ÃœÊvi>ÌÕÀi`Ê>Êv՘˜ÞÊ the groundbreaking Xerox Alto. «œˆ˜Ìˆ˜}Ê`iۈVi]Ê>ÊÌ Àii‡LÕÌ̜˜Ê “œÕÃi]ʈ˜Ûi˜Ìi`ʈ˜ÊÌ iÊ£™ÈäÃÊ Engelbart (www.bootstrap.org) LÞÊ œÕ}>ÃÊ >ÀÊ ˜}iL>ÀÌ]Ê>ÊÀiÃi>ÀV iÀÊ>ÌÊÌ iÊ-Ì>˜vœÀ`Ê,iÃi>ÀV ʘÃ̈ÌÕÌiÊ maintains an office at the ­ÜÜÜ°ÃÀˆ°Vœ“®ÊÌ ˆ˜ŽÊÌ>˜Ž° operational headquarters of Logitech Ûi˜ÊÌ œÕ} ÊÌ iÊ
ÌœÊÜ>ÃʘiÛiÀÊ܏`Ê̜ÊÌ iÊ«ÕLˆV]ʈÌÊÜ>ÃÊÜiÊŽ˜œÜ˜Ê (www.logitech.com), the largest ˆ˜Ê-ˆˆVœ˜Ê6>iÞ°Ê/ iÊ*
, ÊÀiÃi>ÀV iÀÃÊÜiÀiÊ«ÀœÕ`ʜvÊÌ iˆÀÊVÀi>̈œ˜ÃÊ>˜`Ê supplier of computer mice in the ܈ˆ˜}ÞÊà œÜi`ÊÌ i“ÊœvvÊ̜ʓ>˜ÞÊVÕÀˆœÕÃÊۈÈ̜ÀÃÊÜ œÊ`Àœ««i`ÊLÞÊÌ iÊ world. V>“«ÕÃÊ`ÕÀˆ˜}ÊÌ iÊi>ÀÞÊÞi>ÀðÊ"˜iÊ«iÀܘʈ˜Ê«>À̈VՏ>ÀÊÜ œÊ >`ÊLii˜Ê ˆ“«ÀiÃÃi`ÊÜˆÌ ÊÌ iˆÀÊܜÀŽÊÜ>ÃÊivÊ,>Έ˜]Ê>˜Ê
««iÊi“«œÞiiÊÜ œÊÜ>ÃÊ i>`ˆ˜}ÊÕ«Ê>ÊÓ>]ʜLÃVÕÀiÊÀiÃi>ÀV Ê«ÀœiVÌÊVœ`i‡˜>“i`Ê >Vˆ˜ÌœÃ °Ê
ÃÊ>Ê ÛˆÃˆÌˆ˜}ÊÃV œ>ÀÊ>ÌÊÌ iÊ-Ì>˜vœÀ`Ê
À̈wVˆ>Ê˜Ìiˆ}i˜ViÊ>LœÀ>̜ÀÞʈ˜ÊÌ iÊi>ÀÞÊ £™ÇäÃ]Ê,>Έ˜Êëi˜ÌÊ>ʏœÌʜvÊ̈“iÊ>ÌÊ*
, Ê>˜`ÊÌ œÕ} ÌÊÜ >ÌÊÌ iÊÀiÃi>ÀV iÀÃÊ >˜`Êi˜}ˆ˜iiÀÃÊÜiÀiÊ`œˆ˜}ÊÌ iÀiÊÜ>ÃÊܜ˜`iÀvՏ° “The original Lisa was a ,>Έ˜ÊÌÀˆi`ÊVœ˜Ûˆ˜Vˆ˜}ÊœLÃÊ̜Ê}œÊÃiiÊÌ iÊܜ˜`iÀvՏÊÃÌÕvvÊ>ÌÊ8iÀœÝÊ character-generator machine. *
, ]ÊLÕÌʈ˜Ê ˆÃÊLˆ˜>ÀÞÊÜ>ÞʜvÊۈi܈˜}ÊÌ iÊܜÀ`]ÊœLÃÊVœ˜Ãˆ`iÀi`Ê,>Έ˜Ê>Ê I spent days with the Lisa team ºÃ ˆÌ i>`ÊÜ œÊVœÕ`Ê`œÊ˜œÊ}œœ`]»ÊÃœÊ iʈ}˜œÀi`Ê,>Έ˜½ÃÊÀiVœ““i˜`>̈œ˜°Ê trying to explain that it could œÜiÛiÀ]Ê,>Έ˜Ê >`Ê>˜Ê>Þʈ˜ÊÜvÌÜ>ÀiÊi˜}ˆ˜iiÀÊ ˆÊ
̎ˆ˜Ãœ˜]ÊÜ œÊ >`Ê be done all in graphics, like the Lii˜Ê ˆÃÊÃÌÕ`i˜ÌÊ>ÌÊÌ iÊ1˜ˆÛiÀÈÌÞʜvÊ >ˆvœÀ˜ˆ>Ê>ÌÊ->˜Ê ˆi}œÊ>˜`ʘœÜÊ Alto. In that regard, I had a very ܜÀŽi`Ê œ˜ÊˆÃ>À>vÊ «Àˆ“ˆÌˆÛiÃ]Ê Ì iÊ L>ÈVÊ }À>« ˆVÃÊ ÀœṎ˜iÃÊ œvÊ Ì iʈÃ>Ê strong influence on the Lisa; I ­ÕÌˆ“>ÌiÞÊÌ iÃiÊܜՏ`ÊLiʘ>“i`Ê+ՈVŽ À>Ü]Ê>ÊÌiÀ“Ê,>Έ˜ÊVœˆ˜i`ʈ˜Ê was trying to make it more like ˆÃÊ£™ÈÇÊ*i˜˜Ê-Ì>ÌiÊÌ iÈî°Ê˜ÊœLýÊiÞiÃ]Ê
̎ˆ˜Ãœ˜ÊÜ>ÃÊ>Ê iÀœÊÜ œÊVœÕ`Ê the Mac. I thought they were `œÊ˜œÊÜÀœ˜}]ÊÜÊÜ i˜Ê
̎ˆ˜Ãœ˜Ê«Õà i`ÊœLÃÊ̜ÊۈÈÌÊ8iÀœÝÊ*
, ]ÊœLÃÊ headed in the wrong direction.” >}Àii`°Ê ÞÊÌ i˜ÊÌ iÊ-“>Ì>ŽÊ}ÀœÕ«Ê >`Ê̈Ài`ʜvÊ œ`ˆ˜}ʜ«i˜Ê œÕÃiÃ]Ê>˜`Ê Father of the Mac project Jef Raskin 8iÀœÝÊ >`Ê̈} Ìi˜i`ÊÃiVÕÀˆÌÞÊ>ÌÊÌ iÊv>VˆˆÌÞ°ÊœÀÌ՘>ÌiÞ]ÊœLÃÊ >`ʍÕÃÌÊÜ >ÌÊ ˆÌÊ̜œŽÊ̜ʜ«i˜ÊÌ iÊ`œœÀÃ°Ê œLÃÊ >««Àœ>V i`Ê Ì iÊ 8iÀœÝÊ iÛiœ«“i˜ÌÊ œÀ«œÀ>̈œ˜]Ê Ì iÊ Vœ«ˆiÀÊ }ˆ>˜Ì½ÃÊÛi˜ÌÕÀiÊV>«ˆÌ>ÊLÀ>˜V ]Ê>˜`Ê«Àœ«œÃi`]ʺÊ܈ÊiÌÊޜÕʈ˜ÛiÃÌÊ>ʓˆˆœ˜Ê `œ>ÀÃʈ˜Ê
««iʈvÊޜÕÊ܈ÊÜÀÌʜvʜ«i˜ÊÌ iʎˆ“œ˜œÊ>ÌÊ8iÀœÝÊ*
, °»

74 75 The Making of Macintosh

The Making of Macintosh

-ÌiÛiÊœLÃÊ>˜`ÊÌ iÊ >Vˆ˜ÌœÃ Ê>Àiʈ˜iÝÌÀˆV>LÞʏˆ˜Ži`ʈ˜ÊÌ iʓˆ˜`ÃʜvʓœÃÌÊ «iœ«i°Ê-œÊˆÌʓ>ÞÊVœ“iÊ>ÃÊܓiÜ >ÌʜvÊ>ÊÃÕÀ«ÀˆÃiÊ̜ʏi>À˜ÊÌ >ÌÊÌ iÊ >VÊÜ>ؽÌÊ ˆÃʈ`i>Ê>ÌÊ>°Ê˜Êv>VÌ]Ê iÊ>VÌÕ>ÞÊÜ>˜Ìi`Ê̜ʎˆÊÌ iÊ«ÀœiVÌʈ˜ÊˆÌÃʈ˜v>˜VÞ°Ê ÕVŽÞÊvœÀÊ
««iÊ>˜`ʓˆˆœ˜ÃʜvÊ`i`ˆV>Ìi`Ê >VÊÕÃiÀÃÊiÛiÀÞÜ iÀi]Ê iÊÜ>ؽÌÊ ÃÕVViÃÃvՏ°Ê/ iÊÃ̜ÀÞʜvÊ œÜÊÌ iÊ >VÊV>“iÊ̜ÊLiʈÃÊ>Êv>ÃVˆ˜>̈˜}ÊÌ>iʜvʜ˜iÊ “>˜½Ãʈ˜Ã«ˆÀ>̈œ˜]Ê>˜œÌ iÀʓ>˜½ÃÊi}œ]Ê>˜`ÊÌ iÊ`i`ˆV>̈œ˜ÊœvÊ>ÊÓ>ÊL>˜`Ê œvʺ«ˆÀ>ÌiûÊÌ >ÌÊvœÀiÛiÀÊV >˜}i`ÊÌ iÊÜ>ÞÊÌ iÊܜÀ`ÊVœ“«ÕÌið ˜ÊÓää{]ÊÜ i˜Ê
««iÊ>˜`Ê>ÊÌ iÊܜÀ`½ÃÊ >Vˆ˜ÌœÃ Êi˜Ì ÕÈ>ÃÌÃÊ܈ÊLiÊ ViiLÀ>̈˜}ÊÌ iÊ >V½ÃÊÓäÌ Ê>˜˜ˆÛiÀÃ>ÀÞ]ʜ˜iʓ>˜Ê܈ÊLiʵՈȉÞÊViiLÀ>̈˜}Ê ˆÌÃÊÓxÌ °Ê/ >Ìʓ>˜ÊˆÃÊivvÀiÞÊÀ>˜ŽÊºiv»Ê,>Έ˜]ÊÌ iÊÌÀÕiÊv>Ì iÀʜvÊÌ iÊ >Vˆ˜ÌœÃ °Ê ,>Έ˜]Ê>Ê«ÀœviÃÜÀÊÌÕÀ˜i`ÊVœ“«ÕÌiÀÊVœ˜ÃՏÌ>˜Ì]ÊÜÀœÌiÊÌ iʘÌi}iÀÊ
- ʓ>˜Õ>ÊvœÀÊÌ iÊ
««iÊʈ˜Ê£™ÇÈ°Ê7 i˜Ê iʍœˆ˜i`Ê
««iʜ˜Ê>˜Õ>ÀÞÊ Î]Ê£™ÇnÊ­iÝ>V̏Þʜ˜iÊÞi>ÀÊ>vÌiÀʈÌÃʈ˜VœÀ«œÀ>̈œ˜®]Ê>ÃÊi“«œÞiiʛΣ]ÊÌ iÊ Î{‡Þi>À‡œ`Ê,>Έ˜ÊÜ>Ãʓ>˜>}iÀʜvÊÌ iÊ«ÕLˆV>̈œ˜ÃÊ`i«>À̓i˜Ì°Ê"ÛiÀÊ Ìˆ“iÊ iÊÃÌ>ÀÌi`Ê>ʘiÜÊ«Àœ`ÕVÌÊÀiۈiÜÊ`ˆÛˆÃˆœ˜Ê>˜`Ê>˜Ê>««ˆV>̈œ˜ÊÜvÌÜ>ÀiÊ `ˆÛˆÃˆœ˜° ˜ÊÌ iÊëÀˆ˜}ʜvÊ£™Ç™]ÊV >ˆÀ“>˜Ê ˆŽiÊ >ÀŽŽÕ>Ê>Îi`Ê,>Έ˜ÊˆvÊ iÊ ÜœÕ`ÊܜÀŽÊœ˜Ê>Ê«ÀœiVÌÊVœ`i‡˜>“i`Ê
˜˜ˆi]ÊÌ iÊ}œ>ÊœvÊÜ ˆV ÊÜ>ÃÊÌœÊ «Àœ`ÕViÊ>ÊfxääÊ}>“iʓ>V ˆ˜iÊ­Ã >`iÃʜvÊÌ iʈ‡v>Ìi`Ê >˜`>ˆÊ*ˆ««ˆ˜®°Ê
ÌÊ Ì iÊ̈“i]ÊœLÃÊ>˜`ÊVœ œÀÌÃÊÜiÀiÊܜÀŽˆ˜}ʜ˜ÊÌ iÊLÕȘiÃǜÀˆi˜Ìi`ʈÃ>]Ê >˜`ÊÌ iÊVœ“«>˜ÞÊviÌʈÌʘii`i`Ê>ʏœÜiÀ‡VœÃÌÊ«Àœ`ÕVÌÊÌ >˜ÊÌ iÊ
««iÊ]Ê Courtesy of Michael Swaine

Early Apple employees (from left to right) Michael Scott, Steve Jobs, Jef Raskin, Chris Espinosa, and Steve Wozniak, shown here in a hotel room in 1977.

85 The Making of Macintosh The Making of Macintosh

Ü ˆV ÊÜ>ÃÊÃiˆ˜}ÊvœÀÊÜiÊœÛiÀÊf£]äääʈ˜Ê>ÊL>ÈVÊVœ˜w}ÕÀ>̈œ˜ÊÜˆÌ œÕÌÊ>Ê `ˆÃŽÊ`ÀˆÛiʜÀʓœ˜ˆÌœÀ° ºÊ̜`Ê ˆ“ʈÌÊÜ>ÃÊ>Êw˜iÊ«ÀœiVÌ]ÊLÕÌÊÊÜ>ؽÌÊÌiÀÀˆLÞʈ˜ÌiÀiÃÌi`ʈ˜Ê>Ê }>“iʓ>V ˆ˜i]»ÊÀi“i“LiÀÃÊ,>Έ˜°ÊºœÜiÛiÀ]ÊÌ iÀiÊÜ>ÃÊÌ ˆÃÊÌ ˆ˜}ÊÌ >Ìʽ`Ê Lii˜Ê`Ài>“ˆ˜}ʜvÊvœÀÊܓiÊ̈“iÊÜ ˆV ÊÊV>i`Ê >Vˆ˜ÌœÃ °Ê/ iÊLˆ}}iÃÌÊÌ ˆ˜}Ê >LœÕÌʈÌÊÜ>ÃÊÌ >ÌʈÌÊܜՏ`ÊLiÊ`iÈ}˜i`ÊvÀœ“Ê>Ê Õ“>˜Êv>V̜ÀÃÊ«iÀëiV̈Ûi]Ê Ü ˆV Ê>ÌÊÌ >ÌÊ̈“iÊÜ>ÃÊ̜Ì>Þʈ˜Vœ“«Ài i˜ÃˆLi°»Ê >ÀŽŽÕ>ÊÜ>Ãʈ˜ÌÀˆ}Õi`Ê >˜`Ê>Îi`Ê,>Έ˜Ê̜Êi>LœÀ>Ìiʜ˜Ê ˆÃʈ`i>ÃÊ>˜`ʈ˜ÛiÃ̈}>ÌiÊÌ iÊvi>ÈLˆˆÌÞʜvÊ «ÕÌ̈˜}ÊÌ i“ʈ˜ÌœÊ«À>V̈Vi° Þʏ>ÌiÊ >Þ]Ê,>Έ˜Ê >`ÊÎiÌV i`ʜÕÌÊÌ iÊL>ÈVʈ`i>ÃÊLi ˆ˜`Ê>ÊVœ“«ÕÌiÀÊ vœÀÊÌ iʺ*iÀܘʈ˜ÊÌ iÊ-ÌÀiiÌ]»ÊŽ˜œÜ˜Ê>ÃÊÌ iÊ*/-]ÊvœÀÊà œÀÌ°Ê,>Έ˜Ê >`Ê }ÀœÜ˜Êˆ˜VÀi>Ș}ÞÊvÀÕÃÌÀ>Ìi`Ê>ÌÊÌ iÊVœ“«i݈ÌÞʜvÊÌ iÊ
««iÊ°ÊÌÃʜ«i˜Ê >ÀV ˆÌiVÌÕÀiÊÜ>ÃÊ}œœ`ʈ˜ÊÌ iÊÃi˜ÃiÊÌ >ÌÊޜÕÊVœÕ`ÊwÊˆÌÃÊϜÌÃÊÜˆÌ Ê>˜ÞÌ ˆ˜}Ê ÞœÕÊÜ>˜Ìi`]ÊLÕÌÊÌ >ÌÊyi݈LˆˆÌÞÊvœÀVi`ÊÌ iÊÕÃiÀÊ̜ÊLiÊ>Ê«ÃiÕ`œ‡ÌiV ˜ˆVˆ>˜Ê >˜`ʓ>`iʈÌÊiÝÌÀi“iÞÊ`ˆvwVՏÌÊvœÀÊ`iÛiœ«iÀÃÊ̜ÊVÀi>ÌiÊ«Àœ`ÕVÌÃÊÌ >ÌÊܜÀŽi`Ê ÜˆÌ Ê>ÊVœ˜w}ÕÀ>̈œ˜Ã° º œ˜Ãˆ`iÀ>̈œ˜ÃÊÃÕV Ê>ÃÊÌ iÃiʏi`ʓiÊ̜ÊVœ˜ViˆÛiÊÌ iÊL>ÈVÊ>ÀV ˆÌiVÌÕÀiÊ “Adam Osborne is always >˜`Ê}Ո`ˆ˜}Ê«Àˆ˜Vˆ«iÃʜvÊÌ iÊ >Vˆ˜ÌœÃ Ê«ÀœiVÌ]»ÊiÝ«>ˆ˜ÃÊ,>Έ˜°Êº/ iÀiÊ dumping on Apple. He was ÜiÀiÊ̜ÊLiʘœÊ«iÀˆ« iÀ>ÊϜÌÃÊÜÊÌ >ÌÊVÕÃ̜“iÀÃʘiÛiÀÊ >`Ê̜ÊÃiiÊÌ iʈ˜Ãˆ`iÊ going on and on about Lisa and œvÊÌ iʓ>V ˆ˜iÊ­>Ì œÕ} ÊiÝÌiÀ˜>Ê«œÀÌÃÊܜՏ`ÊLiÊ«ÀœÛˆ`i`®ÆÊÌ iÀiÊÜ>ÃÊ>Ê when we would ship Lisa and wÝi`ʓi“œÀÞÊÈâiÊÜÊÌ >ÌÊ>Ê>««ˆV>̈œ˜ÃÊܜՏ`ÊÀ՘ʜ˜Ê>Ê >Vˆ˜ÌœÃ iÃÆÊÌ iÊ then he started joking about ÃVÀii˜]ʎiÞLœ>À`]Ê>˜`ʓ>ÃÃÊÃ̜À>}iÊ`iۈViÊ­>˜`]ÊÜiÊ œ«i`]Ê>Ê«Àˆ˜ÌiÀ®ÊÜiÀiÊ Mac. I was trying to keep my ̜ÊLiÊLՈÌʈ˜ÊÜÊÌ >ÌÊÌ iÊVÕÃ̜“iÀÊ}œÌÊ>ÊÌÀՏÞÊVœ“«iÌiÊÃÞÃÌi“]Ê>˜`ÊÜÊÌ >ÌÊ cool and be polite but he kept ÜiÊVœÕ`ÊVœ˜ÌÀœÊÌ iÊ>««i>À>˜ViʜvÊV >À>VÌiÀÃÊ>˜`Ê}À>« ˆVð» asking, ‘What’s this Mac we’re * ÞÈV>Þ]ÊÌ iÊVœ“«ÕÌiÀÊܜՏ`ÊLiÊVœ˜Ì>ˆ˜i`ʈ˜Ê>˜Ê>‡ˆ˜‡œ˜iÊV>ÃiÊ hearing about? Is it real?’ He ÜˆÌ œÕÌÊV>LiðÊ,>Έ˜ÊiÝ«iVÌi`Ê«iœ«iÊ̜Ê}ÀœÜÊÜÊ>ÌÌ>V i`Ê̜ÊÌ iˆÀÊ >VÃÊ started getting under my collar Ì >ÌÊÌ iÞÊܜՏ`ʘiÛiÀÊÜ>˜ÌÊ̜ʏi>ÛiÊ œ“iÊÜˆÌ œÕÌÊÌ i“]ÊÜʫœÀÌ>LˆˆÌÞÊÜ>ÃÊ so much that I told him, ‘Adam, >ʎiÞÊVœ˜ViÀ˜°ÊiÊi˜ÛˆÃˆœ˜i`Ê>ÊÜiˆ} ÌʍÕÃÌÊ՘`iÀÊÓäÊ«œÕ˜`ÃÊ>˜`Ê>˜Êˆ˜ÌiÀ˜>Ê it’s so good that even after L>ÌÌiÀÞÊ«ÀœÛˆ`ˆ˜}ÊÕ«Ê̜ÊÌÜœÊ œÕÀÃʜvʜ«iÀ>̈œ˜°ÊˆÃÊ܈à ʏˆÃÌÊ>ÃœÊˆ˜VÕ`i`Ê it puts your company out of >˜Ên‡LˆÌʓˆVÀœ«ÀœViÃÜÀÊÜˆÌ ÊÈ{ʜvÊ,
]ʜ˜iÊÃiÀˆ>Ê«œÀÌ]Ê>ʓœ`i“]ÊÀi>‡ business, you’ll still want to go ̈“iÊVœVŽ]Ê«Àˆ˜ÌiÀ]Ê{‡ÊœÀÊx‡ˆ˜V Ê`ˆ>}œ˜>ÊÃVÀii˜ÊÜˆÌ ÊLˆÌ“>««i`Ê}À>« ˆVÃ]Ê out and buy it for your kids.’” >˜`Ê>ÊÓää]Êx°Óx‡ˆ˜V Êyœ««ÞÊ`ˆÃŽÊ`ÀˆÛiÊ>ÊLՈÌʈ˜° Steve Jobs
- Ê>˜`Ê",/Ê«Àœ}À>““ˆ˜}ʏ>˜}Õ>}iÃÊÜiÀiÊ̜ÊLiÊVœ˜Ì>ˆ˜i`ʈ˜Ê Ài>`‡œ˜Þʓi“œÀÞÊ­," ®]Ê>ÃÊÜiÀiʺÃiv‡ˆ˜ÃÌÀÕV̈œ˜>»Ê«Àœ}À>“ÃÊÌ >ÌÊÜiÀiÊÃœÊ Osborne Computer Corp. was i>ÃÞÊ̜ÊÕÃi]ʓ>˜Õ>ÃÊܜՏ`ÊLiÊ՘˜iViÃÃ>ÀÞ°Ê,>Έ˜Ê`iÃVÀˆLi`Ê>ÊÕÃiÀʈ˜ÌiÀv>ViÊ founded in 1980 and made a name ˆ˜ÊÜ ˆV ÊiÛiÀÞÌ ˆ˜}pÜÀˆÌˆ˜}]ÊV>VՏ>̈˜}]Ê`À>v̈˜}]Ê«>ˆ˜Ìˆ˜}]ÊiÌV°pÜ>ÃÊ for itself with a portable computer >VVœ“«ˆÃ i`ʈ˜Ê>Ê}À>« ˆV>ÊܜÀ`Ê«ÀœViÃÜÀ‡ÌÞ«iÊi˜ÛˆÀœ˜“i˜ÌÊÜˆÌ Ê>ÊviÜÊ the size of a sewing machine. The Vœ˜ÃˆÃÌi˜ÌÊ>˜`Êi>ȏÞʏi>À˜i`ÊVœ˜Vi«ÌðʺœÀÊiÝ>“«i]ÊÌ iÊV>VՏ>̜ÀÊ>LˆˆÌˆiÃÊ company went bankrupt in 1983 when ܈Ê>««ÞÊ̜ʘՓLiÀÃÊÌ >ÌÊ>ÀiÊi˜ÌiÀi`ÊÌ iÊÃ>“iÊÜ>ÞÊ>˜ÞÊÌiÝÌʈÃÊi˜ÌiÀi`°Ê sales dried up after founder Adam / iÊÌÀ>`ˆÌˆœ˜>ÊVœ˜Vi«ÌʜvÊ>˜Êœ«iÀ>̈˜}ÊÃÞÃÌi“ʈÃÊÀi«>Vi`ÊLÞÊ>˜ÊiÝÌi˜Ãˆœ˜Ê Osborne preannounced an improved œvÊÌ iʈ`i>ʜvÊ>˜Êœ˜‡ˆ˜iÊi`ˆÌœÀ°»Ê7 ˆiÊÌ >Ìʓ>ÞʘœÌÊÜ՘`ʓÕV ʏˆŽiÊÌ iÊ model that everyone waited for instead >VÊ>ÃÊÜiʎ˜œÜʈÌÊ̜`>Þ]Ê ˆÃÊÀi>ܘˆ˜}ÊÜ>ÃÊÌ >ÌÊÌ iÀiÊà œÕ`ÊLiʘœÊ“œ`iÃÊ of buying the current one. Adam œÀʏiÛiÃ]Ê>ÊVœ˜Vi«ÌÊÌ >ÌÊ >ÃÊi˜`ÕÀi`° Osborne died on March 18, 2003, in ,>Έ˜ÊiÛi˜Ê«Àœ«œÃi`Ê>˜ÊœvwVˆ>Ê˜>“iÊvœÀÊ ˆÃÊ >Vˆ˜ÌœÃ ÊVœ“«ÕÌiÀ\ÊÌ iÊ southern India of a rare organic brain
««iÊ6°ÊiÊw}ÕÀi`ÊÌ >ÌʈÌÊVœÕ`Ê}œÊˆ˜ÌœÊ«Àœ`ÕV̈œ˜ÊLÞÊ-i«Ìi“LiÀÊ£™n£]Ê disorder. vœÀÊÃ>iÊÌ >ÌÊ ÀˆÃ̓>ÃÊÜˆÌ Ê>˜Êˆ˜ˆÌˆ>Êi˜`‡ÕÃiÀÊ«ÀˆViʜvÊfxää°Ê
ÃÊۜÕ“iÊ

86 87 Macintosh Insiders

Macintosh Insiders

vÊޜսÛiÊiÛiÀÊVÀ>VŽi`ʜ«i˜ÊÌ iÊV>ÃiʜvÊ>˜Êi>ÀÞÊ >Vˆ˜ÌœÃ ]ÊޜÕʓ>ÞÊ >ÛiÊ Special thanks to Guy Kawasaki for ˜œÌˆVi`Ê>ÊL՘V ʜvÊÈ}˜>ÌÕÀiÃʈ˜ÊÀ>ˆÃi`Ê«>Ã̈Vʜ˜ÊÌ iʈ˜Ãˆ`iÊL>VŽÊ«>˜i°Ê-ÌiÛiÊ the initial research upon which this œLÃÊviÌÊÌ >ÌÊÌ iÊ >Vˆ˜ÌœÃ ÊÜ>ÃÊ>Ê«ˆiViʜvÊ>ÀÌ]Ê>˜`ÊȘViÊÀi>Ê>À̈ÃÌÃÊÈ}˜Ê chapter is based. Ì iˆÀʓ>ÃÌiÀ«ˆiViÃ]Ê iÊ>˜`ÊÌ iÊœÌ iÀÊi“«œÞiiÃʜvÊÌ iÊ >Vˆ˜ÌœÃ Ê`ˆÛˆÃˆœ˜Ê ˆ˜Ê£™nÓÊ>vwÝi`ÊÌ iˆÀÊÈ}˜>ÌÕÀiÃÊ̜Ê>ʏ>À}iÊà iiÌʜvÊ«>«iÀ°Ê7 i˜ÊiÛiÀޜ˜iÊ >`ÊÈ}˜i`]Ê>Êw“ʘi}>̈ÛiÊÜ>Ãʓ>`iÊvÀœ“ÊÌ iÊ«>«iÀ]Ê>˜`ÊÌ iÊÈ}˜>ÌÕÀiÃÊ ÜiÀiÊV i“ˆV>ÞÊiÌV i`ʈ˜ÌœÊÌ iÊVœÀiʜvÊÌ iÊ̜œˆ˜}ÊvœÀÊÌ iʈ˜Ãˆ`iʜvÊÌ iÊ œÀˆ}ˆ˜>Ê >Vˆ˜ÌœÃ °Ê -ˆ˜ViʘœÌÊiÛiÀޜ˜iÊ >ÃÊ>VViÃÃÊ̜Ê>˜Êi>ÀÞÊ >V]ÊÌ iÊvœœÜˆ˜}Ê«>}iÃÊ Apple continued using case molds Ài«Àœ`ÕViÊÌ iʈ˜ÌiÀ˜>ÊÈ}˜>ÌÕÀiÃÊ>ÃÊÌ iÞÊ>««i>Àʜ˜ÊÌ iʜÀˆ}ˆ˜>Ê“>ÃÌiÀ°Ê >VÊ with signatures until sometime during v>˜>̈VÃÊ܈Ê˜œÊ`œÕLÌʘœÌˆViÊÌ iÊ>LÃi˜ViʜvÊܓiÊ«ÀiÃ̈}ˆœÕÃʓi“LiÀÃʜvÊÌ iÊ the production of the Mac SE, at >VÊ`ˆÛˆÃˆœ˜]ÊÃÕV Ê>ÃÊ«Àœ}À>““iÀÊ-ÌiÛiÊ >««ÃÊ>˜`Ê}À>« ˆVÊ`iÈ}˜iÀÊ-ÕÃ>˜Ê which time signature-free molds >Ài°Ê/ iÞÊÜiÀi˜½ÌʏivÌʜÕÌʜ˜Ê«ÕÀ«œÃi°Ê̽ÃʍÕÃÌÊÌ >ÌÊÌ iÞÊÜiÀi˜½Ìʜ˜ÊÌ iÊ were substituted for the classic-style, Ìi>“ÊÜ i˜ÊÌ iÊÈ}˜>ÌÕÀiÃÊÜiÀiÊVœiVÌi`ʈ˜Êi>ÀÞÊ£™nÓ]Ê>Ê̈“iÊÜ i˜Ê-ÌiÛiÊ all-in-one Mac. However, the practice œLÃÊviÌÊÌ >ÌÊà ˆ««ˆ˜}ÊÜ>Ãʈ““ˆ˜i˜Ì°Ê"vÊVœÕÀÃi]ʈÌÊÜ>ÃÊ>“œÃÌÊÌܜÊÞi>ÀÃÊ was revived with the Mac IIci and IIcx, ̜œÊܜ˜]ÊvÕÀÌ iÀÊ«ÀœœvÊÌ >ÌÊ>“œÃÌÊiÛiÀÞÌ ˆ˜}Ê>LœÕÌÊÌ iÊ >VÊÜ>ÃÊ> i>`ʜvÊ both of which contain signatures of ˆÌÃÊ̈“i°Ê*i>ÃiʘœÌiÊÌ >ÌÊܓiÊÈ}˜>ÌÕÀiÃÊÜiÀiÊ>``i`Ê­ÃÕV Ê>ÃÊ-ÌiÛiÊ >œ}®Ê the Product Design Team inscribed œÛiÀÊ̈“iÊ>˜`ÊœÌ iÀÃÊÜiÀiÊ`Àœ««i`Ê­œÃÌi˜ÃˆLÞÊ̜Ê>VVœ““œ`>ÌiÊV >˜}iÃʈ˜Ê along the left side of the case, below Ì iÊV>ÃiÊ`iÈ}˜ÊvœÀÊÌ iÊ >VÊ- ®°Ê the motherboard: Gavin Ivester, Pat ̽ÃÊ Lii˜Ê Ã>ˆ`Ê Ì >ÌÊ ˆ˜Ê >``ˆÌˆœ˜Ê ÌœÊ «œ«Õ>Àˆâˆ˜}Ê Ì iÊ }À>« ˆV>Ê ÕÃiÀÊ Jackson, Jimmy Melton, Grant Ross, ˆ˜ÌiÀv>Vi]Ê
««iÊ œ“«ÕÌiÀ½ÃÊ }Ài>ÌiÃÌÊ Vœ˜ÌÀˆLṎœ˜Ê ÌœÊ Ì iÊ ˆ˜`ÕÃÌÀÞÊ >ÃÊ Terry Smith, Tom Toedtman, Lada Lii˜Ê>ÃÊ>ÊÌÀ>ˆ˜ˆ˜}Ê}ÀœÕ˜`ÊvœÀÊ ˆ} ‡ÌiV ˜œœ}ÞÊi“«œÞiiÃÊÜ œÊ >ÛiÊV>ÀÀˆi`Ê Zajicek, and Laszlo Zsidek.
««i½Ãʈ`i>ˆÃ“ÊÌœÊœÌ iÀÊwÀ“ðÊiÀi½ÃÊ>ÊLÀˆivʏœœŽÊ>ÌÊÌ iÊ«iœ«iÊÜ œÊVÀi>Ìi`Ê Ì iÊ >VÊ>˜`Ê>˜ÊÕ«`>Ìiʜ˜ÊÜ >ÌÊÌ iÞÊÜiÀiÊ`œˆ˜}Ê>ÌÊÌ iÊLi}ˆ˜˜ˆ˜}ʜvÊÌ iÊ ÓäÌ ÊVi˜ÌÕÀÞ°Ê-ˆˆVœ˜Ê6>iÞʈÃʈ˜v>“œÕÃÊvœÀʈÌÃʺLÕÀ˜Ê>˜`ÊÌÕÀ˜»Ê>««Àœ>V Ê ÌœÊ Õ“>˜ÊÀiÜÕÀViÃ]ÊÜÊ`œ˜½ÌÊLiÊÃÕÀ«ÀˆÃi`ʈvÊ«iœ«iÊ>ÀiʘœÊœ˜}iÀÊ>ÌÊÌ iÊ Vœ“«>˜ˆiÃʏˆÃÌi`°

“Going out of the eighties, you know there won’t be a Mac group. Burrell [Smith] will be off in Oregon playing his guitar. Andy [Hertzfeld] will be writing the next great American novel. Who knows what. But we’ll be scattered all over the globe doing other amazing stuff.” Steve Jobs, prior to the Mac’s intro

103 Macintosh Insiders Macintosh Insiders

Peggy Alexio / i˜\ Ê
Ài>Ê>ÃÜVˆ>ÌiÊ œÜ\ÊÊivÌÊ
««iÆÊÜ iÀi>LœÕÌÃÊ՘Ž˜œÜ˜

Collette Askeland / i˜\ Ê iÈ}˜i`ÊÌ iÊ«Àˆ˜Ìi`ÊVˆÀVՈÌÊLœ>À`ÊvœÀÊÌ iʓ>ˆ˜Êœ}ˆVÊLœ>À` œÜ\ÊÊivÌÊ
««iʈ˜Ê£™™n

Bill Atkinson / i˜\ Ê7ÀœÌiÊ+ՈVŽ À>ÜÊ>˜`Ê >V*>ˆ˜Ì œÜ\ÊÊivÌÊ
««iÊ ˆ˜Ê £™™äÆÊ VœvœÕ˜`i`Ê i˜iÀ>Ê >}ˆVÆÊ ˜œÜÊ >Ê ˜>ÌÕÀiÊ « œÌœ}À>« iÀÊ­ÜÜÜ°Lˆ>̎ˆ˜Ãœ˜°Vœ“®

Robert L. Belleville / i˜\ Ê ˜}ˆ˜iiÀˆ˜}ʓ>˜>}iÀÊ œÜ\ÊÊivÌÊ
««iʈ˜Ê£™nÈÆÊÀïÀi`]ÊLՈÌÊܜÀ`½ÃʓœÃÌÊ>VVÕÀ>ÌiÊiiVÌÀœ˜ˆVÊ «i˜`ՏՓÊVœVŽ

Mike Boich / i˜\ Ê-œvÌÜ>ÀiÊiÛ>˜}iˆÃÌÊ œÜ\ÊÊivÌÊ
««iʈ˜Ê£™nxÆÊvœÕ˜`i`Ê,>`ˆÕÃ]Ê,i˜`ˆÌˆœ˜]Ê>˜`Ê >âiÆʘœÜÊ>Ê Ûi˜ÌÕÀiÊV>«ˆÌ>ˆÃÌÊ>ÌÊ
Ì>Ê*>À̘iÀÃÊ­ÜÜÜ°>Ì>«>À̘iÀðVœ“®

Bill Bull / i˜\ Ê7œÀŽi`ʜ˜Êº˜œÊv>˜»Ê܏Ṏœ˜]ÊV>LiÃ]ʎiÞLœ>À`]Ê>˜`ʓœÕÃi œÜ\ÊÊ >˜>}iÀʜvÊ«Àœ`ÕVÌÊ`iÈ}˜ÊvœÀʘ«ÕÌÊ iۈViÊÀœÕ«

Matt Carter / i˜\ Ê >Vʓ>˜Õv>VÌÕÀˆ˜}ʓ>˜>}iÀ œÜ\ÊÊivÌÊ
««iʈ˜Ê£™nÎÆÊÃÌ>À̈˜}Ê>ʘiÜÊVœ“«>˜Þ

Berry Cash / i˜\ Ê >ÀŽï˜}Ê>˜`ÊÃ>iÃÊVœ˜ÃՏÌ>˜ÌÊ œÜ\ÊÊivÌÊ
««iÆÊÛi˜ÌÕÀiÊV>«ˆÌ>ˆÃÌÊ>ÌÊ"ÓÊ­ÜÜÜ° œÓ°Vœ“®Ê>˜`ʘÌiÀ7iÃÌÊ *>À̘iÀÃÊ­ÜÜÜ°ˆ˜ÌiÀÜiÃÌ°Vœ“®

Debi Coleman / i˜\ Ê œ˜ÌÀœiÀʜvÊÌ iÊ >Vˆ˜ÌœÃ Ê`ˆÛˆÃˆœ˜Ê œÜ\ÊÊivÌÊ
««iʈ˜Ê£™™ÓÆÊÜ>ÃÊ "ʜvÊ iÀˆÝÊ­ÜÜÜ°“iÀˆÝ°Vœ“®]ʘœÜÊ>Ê Ûi˜ÌÕÀiÊV>«ˆÌ>ˆÃÌÊ>˜`ÊLœ>À`ʓi“LiÀ

George Crow / i˜\ Ê iÈ}˜i`ÊÌ iÊ>˜>œ}ÊLœ>À`]Êۈ`iœ]Ê>˜`Ê«œÜiÀÊÃÕ««Þ œÜ\ÊÊivÌÊ
««iʈ˜Ê£™nxÆÊÀiÌÕÀ˜i`ʈ˜Ê£™™nÊ>ÃÊ`ˆÀ°Ê«Àœ`°Êi˜}ˆ˜iiÀˆ˜}

104 105 The Greatest Commercial That Almost Never Aired

The Greatest Commercial That Almost Never Aired

ÛiÀÞÊÌÀÕiÊ >Vˆ˜ÌœÃ Êv>˜>̈VÊ >ÃÊÃii˜]ʜÀÊ>Ìʏi>ÃÌÊ i>À`Ê>LœÕÌ]ÊÌ iÊv>“œÕÃÊ £™n{ÊÌiiۈȜ˜ÊVœ““iÀVˆ>ÊÌ >ÌÊ iÀ>`i`ÊÌ iʈ˜ÌÀœ`ÕV̈œ˜ÊœvÊÌ iÊ >Vˆ˜ÌœÃ °Ê / iÊëœÌ]ÊÜˆÌ ÊˆÌÃÊ`ˆÃ̈˜V̈ÛiÊ"ÀÜiˆ>˜ÊۈȜ˜]ʈÃʈ˜`iˆLÞʈ“«Àˆ˜Ìi`ʈ˜Ê Ì iÊ “ˆ˜`ÃÊ œvÊ >VÊ ÕÃiÀÃÊ Ì iÊ ÜœÀ`Ê œÛiÀ°Ê7 >ÌÊ ÞœÕÊ `œ˜½ÌÊ Ž˜œÜÊ >LœÕÌÊ Ì iÊVœ““iÀVˆ>Ê܈ÊÃÕÀ«ÀˆÃiÊޜÕÆÊÜ >ÌÊޜÕÊÌ ˆ˜ŽÊޜÕʎ˜œÜʈÃÊ«ÀœL>LÞÊ ÜÀœ˜}° ˆÀÃÌʜvÊ>]ÊÌ iÊVœ““iÀVˆ>ÊÜ>ÃʘœÌʈ˜Ã«ˆÀi`ÊLÞÊÌ iÊ >Vˆ˜ÌœÃ °Ê˜Ê>ÌiÊ £™nÓ]Ê
««i½ÃÊ >`ÛiÀ̈Ș}Ê >}i˜VÞ]Ê ˆ>ÌÉ >ÞÊ ­ÜÜÜ°V ˆ>Ì`>Þ°Vœ“®]Ê >`Ê `iۈÃi`Ê>ÊVœÀ«œÀ>ÌiÊ«Àˆ˜ÌÊV>“«>ˆ}˜Êvi>ÌÕÀˆ˜}ÊÌ iÊ
««iÊÊvœÀÊ/ iÊ7>Ê -ÌÀiiÌÊœÕÀ˜>ÊÌ >ÌÊÜ>ÃÊ`iÈ}˜i`Ê̜ʫ>ÞʜvvÊiœÀ}iÊ"ÀÜi½ÃÊ̜Ì>ˆÌ>Àˆ>˜Ê ۈȜ˜ÊœvÊÌ iÊvÕÌÕÀi°Êº-ˆÝʓœ˜Ì ÃÊLivœÀiÊÜiʎ˜iÜÊ>LœÕÌÊ >V]ÊÜiÊ >`ÊÌ ˆÃÊ ˜iÜÊ>`ÊÌ >ÌÊÀi>`]ʼ7 ÞÊ£™n{Êܜ˜½ÌÊLiʏˆŽiÊ£™n{]½»ÊÀiÛi>ÃÊiiÊ œÜ]ÊVÀi>̈ÛiÊ “Am I getting anything I should `ˆÀiV̜ÀÊ>ÌÊ ˆ>ÌÉ >ްʺÌÊiÝ«>ˆ˜i`Ê
««i½ÃÊ« ˆœÃœ« ÞÊ>˜`Ê«ÕÀ«œÃipÌ >ÌÊ give a shit about?” «iœ«i]ʘœÌʍÕÃÌÊ}œÛiÀ˜“i˜ÌÊ>˜`ÊLˆ}ÊVœÀ«œÀ>̈œ˜Ã]Êà œÕ`ÊÀ՘ÊÌiV ˜œœ}Þ°Ê Steve Jobs, upon first meeting Lee vÊVœ“«ÕÌiÀÃÊ>Ài˜½ÌÊ̜ÊÌ>ŽiʜÛiÀʜÕÀʏˆÛiÃ]ÊÌ iÞÊ >ÛiÊ̜ÊLiÊ>VViÃÈLi°» Clow, creative director for Chiat/Day / iÊ>`ʘiÛiÀÊÀ>˜Ê>˜`ÊÜ>ÃÊwi`Ê>Ü>Þ]ʜ˜ÞÊ̜ÊLiÊ`ÕÃÌi`ʜvvʈ˜ÊÌ iÊëÀˆ˜}Ê (West of Eden, p. 87) œvÊ£™nÎÊLÞÊ-ÌiÛiÊ>Þ`i˜]ÊÌ iÊ>}i˜VÞ½ÃÊVœ«ÞÜÀˆÌiÀ]Ê>˜`Ê Ài˜ÌÊ/ œ“>Ã]ÊÌ iÊ >ÀÌÊ`ˆÀiV̜À]ÊÜ œÊÜiÀiʏœœŽˆ˜}ÊvœÀÊܓiÊ œœŽÊ̜ʓ>ŽiÊ>ÊLœ`ÊÃÌ>Ìi“i˜ÌÊ >LœÕÌÊÌ iʈ˜VÀi`ˆLiʘiÜÊ >Vˆ˜ÌœÃ °Ê7ˆÌ ÊVœ˜Ãˆ`iÀ>LiÊÀiܜÀŽˆ˜}]ÊÌ iÊ ˆ>ÌÉ >ÞÊÌi>“Ê«ÕÌÊ̜}iÌ iÀÊ>ÊÃ̜ÀÞLœ>À`ʜvÊÌ iÊ£™n{ÊVœ““iÀVˆ>ÊÌ iÞÊ «Àœ«œÃi`Ê̜Êà œœÌ° / iʓˆ˜ˆ‡“œÛˆiÊܜՏ`Êà œÜÊ>˜Ê>Ì ïVÊޜ՘}Êܜ“>˜]ÊV >Ãi`ÊLÞÊ i“iÌi`ÊÃ̜À“ÊÌÀœœ«iÀÃ]ÊLÕÀÃ̈˜}ʈ˜ÌœÊ>Ê`>˜ŽÊ>Õ`ˆÌœÀˆÕ“ʈ˜ÊÜ ˆV ÊÀœÜÃÊ

“Luck is a force of nature. Everything seemed to conspire to make 1984 a hit: the timing, the product, the industry. Using the 1984 theme was such an obvious idea that I was worried someone else would beat us to it, but nobody did.” Steve Hayden, explaining the The beautiful, athletic heroine of 1984 embodied Apple’s youthful image. commercial’s success

109 The Greatest Commercial That Almost Never Aired The Greatest Commercial That Almost Never Aired

Õ«œ˜Ê ÀœÜÃÊ œvÊÏ>VŽ‡>Üi`]Ê`Àœ˜iˆŽiÊܜÀŽiÀÃÊ Ü>ÌV i`Ê >˜Ê ˆ“>}iÊ œvÊ ˆ}Ê ÀœÌ iÀÊëœṎ˜}Ê>˜Êˆ`iœœ}ˆV>Ê`ˆ>ÌÀˆLiʜ˜Ê>Ê Õ}iÊÃVÀii˜°Ê/ iÊ iÀœˆ˜i]Ê Üi>Àˆ˜}ÊLÀˆ} ̇Ài`ʍœ}}ˆ˜}Êà œÀÌÃÊ>˜`Ê>ÊÜ ˆÌiÊ >VÊ/‡Ã ˆÀÌ]ÊܜՏ`ÊÓ>Ã Ê Ì iÊÃVÀii˜ÊÜˆÌ Ê>ÊL>ÃiL>ÊL>ÌÊ­>ÌiÀÊV >˜}i`Ê̜Ê>ÊÏi`}i >““iÀÊvœÀÊ`À>“>̈VÊ ivviVÌ®Ê>˜`Ê>ÊÀivÀià ˆ˜}ÊLÕÀÃÌʜvÊvÀià Ê>ˆÀÊܜՏ`Ê«>ÃÃʜÛiÀÊÌ iʓ>ÃÃiÃÊ>ÃÊÌ iÞÊ ˆÌiÀ>ÞʺÃ>ÜÊÌ iʏˆ} Ì°» ˜ÊÌ iÊVœÃˆ˜}Êà œÌ]Ê>Ê܏i“˜ÊۜˆViÊܜՏ`ʈ˜Ìœ˜i]ʺ"˜Ê>˜Õ>ÀÞÊÓ{Ì ]Ê
««iÊ œ“«ÕÌiÀÊ܈Êˆ˜ÌÀœ`ÕViÊ >Vˆ˜ÌœÃ °Ê
˜`ÊޜսÊÃiiÊÜ ÞÊ£™n{Êܜ˜½ÌÊ LiʏˆŽiÊ£™n{°»Ê/ iÊVœ“«ÕÌiÀʈÌÃivÊܜՏ`ʘiÛiÀÊLiÊà œÜ˜° This famous tag line was originally intended
vÌiÀÊ ˆ>ÌÉ >ÞÊ«ÀiÃi˜Ìi`ÊÌ iÊÃ̜ÀÞLœ>À`Ê̜Ê
««i]Êœ ˜Ê-VՏiÞÊÜ>ÃÊ for the Apple II, not the Macintosh. >««Ài i˜ÃˆÛi]ÊLÕÌÊ-ÌiÛiÊœLÃʈ˜ÃˆÃÌi`ÊÌ >ÌÊÌ iÊ >VÊ`iÃiÀÛi`ÊÃÕV Ê>ÊÀ>`ˆV>Ê ëœÌ°Ê -VՏiÞÊ >˜`Ê œLÃÊ }>ÛiÊ ˆ>ÌÉ >ÞÊ Ì iÊ >ÕÌ œÀˆâ>̈œ˜Ê ÌœÊ Ã œœÌÊ Ì iÊ Vœ““iÀVˆ>Ê>˜`Ê«ÕÀV >ÃiÊ̈“iÊ̜Ê>ˆÀʈÌÊ`ÕÀˆ˜}ÊÌ iÊÕ«Vœ“ˆ˜}Ê-Õ«iÀÊ œÜ° "˜ÊÌ iÊÃÌÀi˜}Ì ÊœvÊ ˆÃÊÃÕVViÃÃvՏÊÃVˆi˜Vi‡wV̈œ˜Êw“ÃÊ
ˆi˜Ê>˜`Ê >`iÊ ,՘˜iÀ]Ê ˆ>ÌÉ >ÞÊ}>ÛiÊ,ˆ`iÞÊ-VœÌÌÊ>ÊLÕ`}iÌʜvÊf™ää]äääÊ̜Ê`ˆÀiVÌÊÌ iÊ £™n{ÊëœÌÊ>ÃÊÜiÊ>ÃÊ>ʈÃ>ÊVœ““iÀVˆ>ÊV>i`Ê
œ˜iÊ
}>ˆ˜]ʈ˜ÊÜ ˆV ]ÊLiˆiÛiÊ ˆÌʜÀʘœÌ]Ê
««iÊ>VÌÕ>ÞÊi“« >Èâi`ÊÌ iÊv>VÌÊÌ >ÌÊÌ iʈÃ>ÊÜ>Ãʈ˜Vœ“«>̈LiÊ ÜˆÌ Ê>ÊiÃÌ>LˆÃ i`ÊÃÌ>˜`>À`ð ˜Ê -i«Ìi“LiÀ]Ê -VœÌÌÊ >ÃÃi“Li`Ê >Ê V>ÃÌÊ œvÊ ÓääÊ vœÀÊ >Ê ÜiiŽÊ œvÊ vˆ“ˆ˜}Ê >ÌÊ œ˜`œ˜½ÃÊ - i««iÀ̜˜Ê -ÌÕ`ˆœÃ°Ê/œÊ «>ÞÊ Ì iÊ «>ÀÌÊ œvÊ Ì iÊ `i뜘`i˜Ì]Ê L>`‡ i>`i`Ê ÜœÀŽiÀÃ]Ê -VœÌÌÊ ÀiVÀՈÌi`Ê >ÕÌ i˜ÌˆVÊ ÀˆÌˆÃ Ê ÃŽˆ˜ i>`ÃÊ >˜`Ê «>ˆ`Ê >“>ÌiÕÀÃÊ f£ÓxÊ >Ê `>ÞÊ ÌœÊ Ã >ÛiÊ œvvÊ Ì iˆÀÊ >ˆÀ°Ê >Ã̈˜}Ê Ì iÊ iÀœˆ˜iÊ Drones were played by British skinheads «ÀœÛi`Ê ÌÀˆVŽˆiÀ°Ê >˜ÞÊ œvÊ Ì iÊ and amateurs paid $125 a day to shave «ÀœviÃȜ˜>Êv>à ˆœ˜Ê“œ`iÃÊ>˜`Ê off their hair. >VÌÀiÃÃiÃÊ >`Ê`ˆvwVՏÌÞÊ눘˜ˆ˜}Ê ˆ˜Ê «>ViÊ >˜`Ê Ì i˜Ê >VVÕÀ>ÌiÞÊ Ì ÀœÜˆ˜}ÊÌ iÊÈ݇«œÕ˜`ÊÏi`}i >““iÀÊ>ÃÊV>i`ÊvœÀʈ˜ÊÌ iÊÃVÀˆ«Ì°Ê˜Êv>VÌ]Ê “We wanted people to say, œ˜iÊiÀÀ>˜ÌÊÏi`}i >““iÀÊ̜ÃÃÊ>“œÃÌʎˆi`Ê>˜Êœ`ʏ>`ÞÊÜ>Žˆ˜}Ê`œÜ˜Ê>Ê«>Ì Ê ‘What the hell is this product?’ ˆ˜ÊÞ`iÊ*>ÀŽ]ÊÜ iÀiÊÌ iÊV>Ã̈˜}ÊV>ÊÜ>ÃÊLiˆ˜}Ê i`°Ê
ÃʏÕVŽÊܜՏ`Ê >ÛiʈÌ]Ê The idea was to use the œ˜iʓœ`i]Ê
˜Þ>Ê >œÀ]ÊÜ>ÃÊ>ÃœÊ>˜ÊiÝ«iÀˆi˜Vi`Ê`ˆÃVÕÃÊÌ ÀœÜiÀ°Ê- iÊÜ>ÃÊ commercial as a tease, not a ˆÀi`Ê̜ʫ>ÞÊÌ iÊvi“>iʏi>`ÊLiV>ÕÃiÊà iʏœœŽi`ÊÌ iÊ«>ÀÌÊ>˜`Ê`ˆ`˜½ÌÊ}iÌÊ`ˆââÞÊ product introduction; to make Ü i˜Ê눘˜ˆ˜}Ê>ÀœÕ˜`Ê«Ài«>Àˆ˜}ÊÌœÊ ÕÀÊÌ iÊ >““iÀ° sure the world knew a new
ÃÊ£™n{ÊÜ>ÃʜÀˆ}ˆ˜>ÞÊVœ˜ViˆÛi`]Ê ˆ}Ê ÀœÌ iÀÊ`ˆ`ʘœÌÊ >ÛiÊ>Êëi>Žˆ˜}Ê product was here and that it was Àœi]ÊLÕÌÊ`ˆÀiV̜ÀÊ-VœÌÌÊÜ>˜Ìi`Ê̜Ê}ˆÛiÊ ˆ“Êܓiʏˆ˜iÃ°Ê œ«ÞÜÀˆÌiÀÊ>Þ`i˜Ê a significant event.” œLiVÌi`Ê>ÌÊwÀÃÌ]ÊLÕÌÊ>}Àii`Ê̜ʫÕÌÊܓiÌ ˆ˜}Ê̜}iÌ iÀÊÜ i˜Ê-VœÌÌÊÌ Ài>Ìi˜i`Ê Chiat/Day director of planning ̜ÊÜÀˆÌiÊÌ iʏˆ˜iÃÊ ˆ“Ãiv°Ê
««iÊÛi i“i˜ÌÞÊ`i˜ˆi`ÊÌ >ÌÊÌ iÊ«Àœ«>}>˜`>‡ Mary Terese Rainey ëœṎ˜}Ê ˆ}Ê ÀœÌ iÀÊV >À>VÌiÀʈ˜ÊÌ iÊ £™n{ÊVœ““iÀVˆ>ÊÀi«ÀiÃi˜Ìi`ʈÌÃÊ (Marketing & Media Decisions, f{ä‡Lˆˆœ˜ÊVœ“«ï̜À]Ê °Ê iVˆ`iÊvœÀÊޜÕÀÃivÊ>ÃÊޜÕÊÀi>`Ê ˆ}Ê ÀœÌ iÀ½ÃÊ November 1984) >À>˜}ÕiÊvÀœ“ÊÌ iÊvՏ‡i˜}Ì ]ÊÈä‡ÃiVœ˜`ÊVœ““iÀVˆ>\

110 111 The Mac Meets the Press

The Mac Meets the Press

7 i˜ÊÌ iÊ >Vˆ˜ÌœÃ ÊÜ>Ãʈ˜ÌÀœ`ÕVi`ʈ˜Ê£™n{]Ê
««i½ÃÊ«ÕLˆVÊÀi>̈œ˜ÃÊ>˜`Ê “The Mac is the first computer “>ÀŽï˜}Ê`i«>À̓i˜ÌÃÊ«iÀvœÀ“i`ʓˆÀ>ViÃ]ÊÃiVÕÀˆ˜}ʓœÀiÊVœÛiÀ>}iÊvœÀʈÌÃÊ good enough to be criticized.” ˜iÜLœÀ˜ÊÌ >˜ÊvœÀÊ>˜ÞÊœÌ iÀÊVœ“«ÕÌiÀʈ˜Ê ˆÃ̜ÀÞ°ÊœœŽˆ˜}ÊL>VŽÊÜˆÌ ÊÌ iÊ>ˆ`Ê Apple Fellow Alan Kay œvÊÓäÉÓäÊ ˆ˜`È} Ì]ÊÀi>`ÊÌ iÊvœœÜˆ˜}ÊiÝViÀ«ÌÃÊvÀœ“ÊÃiÛiÀ>ÊœvÊÌ iʓ>œÀÊ (InfoWorld, June 11, 1984) Vœ“«ÕÌiÀÊ«ÕLˆV>̈œ˜ÃʜvÊÌ iÊ̈“iÊ>˜`Ê`iVˆ`iÊvœÀÊޜÕÀÃivÊÜ ˆV ʍœÕÀ˜>ˆÃÌÃÊ ÜiÀiʜ˜ÊÌ iʓ>ÀŽÊÜ i˜ÊˆÌÊV>“iÊ̜Ê>ÃÃiÃȘ}ÊÌ iʜÀˆ}ˆ˜>Ê >Vˆ˜ÌœÃ °

Byte º/ iʈÃ>ÊVœ“«ÕÌiÀÊÜ>Ãʈ“«œÀÌ>˜ÌÊLiV>ÕÃiʈÌÊÜ>ÃÊÌ iÊwÀÃÌÊVœ““iÀVˆ>Ê «Àœ`ÕVÌÊ̜ÊÕÃiÊÌ iʓœÕÃi‡Üˆ˜`œÜ‡`iÎ̜«Êi˜ÛˆÀœ˜“i˜Ì°Ê/ iÊ >Vˆ˜ÌœÃ Ê ˆÃÊiµÕ>Þʈ“«œÀÌ>˜ÌÊLiV>ÕÃiʈÌʓ>ŽiÃÊÌ >ÌÊÃ>“iÊi˜ÛˆÀœ˜“i˜ÌÊÛiÀÞÊ >vvœÀ`>Li° º/ iÊ >Vˆ˜ÌœÃ Ê܈Ê >ÛiÊÌ Àiiʈ“«œÀÌ>˜ÌÊivviVÌðʈÀÃÌ]ʏˆŽiÊÌ iʈÃ>]Ê ˆÌÊ܈ÊLiʈ“ˆÌ>Ìi`ÊLÕÌʘœÌÊVœ«ˆi`oÊ/ œÃiÊVœ“«>˜ˆiÃÊÌ >ÌÊÌÀÞÊ̜ʈ“ˆÌ>ÌiÊÌ iÊ >Vʜ˜ÊœÌ iÀʓ>V ˆ˜iÃÊ܈Ê >ÛiÊÌÀœÕLiʓ>ÌV ˆ˜}ʈÌÃÊ«ÀˆViÉ«iÀvœÀ“>˜ViÊ Vœ“Lˆ˜>̈œ˜° º-iVœ˜`]ÊÌ iÊ >Vˆ˜ÌœÃ Ê܈ÊÃiVÕÀiÊÌ iÊ«>ViʜvÊÌ iÊ-œ˜ÞÊΰx‡ˆ˜V Ê `ˆÃŽÊ>ÃÊÌ iʓ>}˜ïVʓi`ˆÕ“ÊœvÊV œˆViÊvœÀÊÌ iʘiÝÌÊ}i˜iÀ>̈œ˜ÊœvÊ«iÀܘ>Ê Vœ“«ÕÌiÀð º/ ˆÀ`]ÊÌ iÊ >Vˆ˜ÌœÃ Ê܈Êˆ˜VÀi>ÃiÊ
««i½ÃÊÀi«ÕÌ>̈œ˜Êˆ˜ÊÌ iʓ>ÀŽiÌoÊ >˜ÞÊLÕȘiÃÃÊÕÃiÀÃÊ܈ÊÃÌ>ÞÊÜˆÌ ÊÌ iʼÃ>viÀ½Ê Ê* °ÊœÜiÛiÀ]Ê«iœ«iÊ ˜iÜÊ̜ÊVœ“«Ṏ˜}Ê>˜`ÊÌ œÃiÊÜ œÊ>Àiʓ>ÛiÀˆVŽÊi˜œÕ} Ê̜ÊÃiiÊÌ iÊÛ>ÕiÊ>˜`Ê «Àœ“ˆÃiʜvÊÌ iÊ >VÊ܈Êv>ۜÀʈ̰Ê/ iÊ >VÊ܈Ê`i>ÞÊ ½ÃÊ`œ“ˆ˜>̈œ˜ÊœvÊ Ì iÊ«iÀܘ>ÊVœ“«ÕÌiÀʓ>ÀŽiÌ° º"ÛiÀ>]Ê Ì iÊ >Vˆ˜ÌœÃ Ê ˆÃÊ >Ê ÛiÀÞÊ ˆ“«œÀÌ>˜ÌÊ “>V ˆ˜iÊ Ì >Ì]Ê ˆ˜Ê “ÞÊ œ«ˆ˜ˆœ˜]ÊÀi«>ViÃÊÌ iʈÃ>Ê>ÃÊÌ iʓœÃÌʈ“«œÀÌ>˜ÌÊ`iÛiœ«“i˜Ìʈ˜ÊVœ“«ÕÌiÀÃÊ ˆ˜ÊÌ iʏ>ÃÌÊwÛiÊÞi>ÀðÊ/ iÊ >Vˆ˜ÌœÃ ÊLÀˆ˜}ÃÊÕÃʜ˜iÊÃÌi«ÊVœÃiÀÊ̜ÊÌ iʈ`i>Ê œvÊVœ“«ÕÌiÀÊ>ÃÊ>««ˆ>˜Vi°Ê7i½ÀiʘœÌÊÌ iÀiÊÞiÌp>Ìʏi>ÃÌ]ʘœÌÊ՘̈ÊÌ iʘiÝÌÊ ÃiÌʜvʈ“«ÀœÛi“i˜ÌÃÊ­Ü ˆV ]ʈ˜ÊÌ ˆÃʈ˜`ÕÃÌÀÞ]ÊÜiʓ>ÞÊÃiiÊv>ˆÀÞÊܜ˜®°Ê7 œÊ Ž˜œÜÃÊÜ œÊÌ iʘiÝÌʈ˜˜œÛ>̜ÀÊ܈ÊLi¶» Gregg Williams (Byte, February 1984) “Macintosh is going to be Apple’s next milestone product in the industry—the Apple II being the first one in 1977, the IBM Personal Computer being the second industry milestone in 1981, and Macintosh being the third industry milestone in 1984.” Steve Jobs (Personal Computing, April 1984)

115 The Mac Meets the Press The Mac Meets the Press

Computer & Electronics º iëˆÌiÊQÌ iʜ“ˆÃȜ˜ÃʜvÊVœœÀÊ>˜`Ê>Ê«>À>iÊ«œÀÌR]Ê >Vˆ˜ÌœÃ ʈÃÊ >˜Êˆ“«ÀiÃÈÛiÊ«Àœ`ÕVÌÊ>˜`ÊܜÀÌ ÞʜvÊÌ>Žˆ˜}ÊÌ iʼiÃÇÌÀ>Ûii`½ÊÀœ>`°Ê
««>Ài˜ÌÞ]ʓÕV ʜvÊ
««i½ÃÊvÕÌÕÀiÊ`i«i˜`Ãʜ˜Ê >Vˆ˜ÌœÃ ]ÊÜʈÌÃÊÃÕVViÃÃÊ œÀÊv>ˆÕÀiÊ܈ÊÌÀՏÞʓ>Žiʼ>ÊÌ iÊ`ˆvviÀi˜Vi°½» Vanessa Schnatmeier (Computer & Electronics, March 1984)

Creative Computing º˜ÊˆÌÃÊVÕÀÀi˜ÌÊvœÀ“]ÊÌ iÊ >Vˆ˜ÌœÃ ʈÃÊÌ iÊ`ˆÃ̈i`Êi“Lœ`ˆ“i˜ÌʜvÊ>Ê «Àœ“ˆÃi\ÊÌ >ÌÊÜvÌÜ>ÀiÊV>˜ÊLiʈ˜ÌՈ̈ÛiÞÊi>ÃÞÊ̜ÊÕÃi]ÊÜ ˆiÊÀi“>ˆ˜ˆ˜}ʍÕÃÌÊ >ÃÊ«œÜiÀvՏÊ>ÃÊ>˜ÞÌ ˆ˜}ÊiÃiÊ>ÀœÕ˜`oÊÌÊà œÕ`ÊLiʜLۈœÕÃÊ̜ÊޜÕʘœÜÊ Ì >ÌÊÌ iÊ >VÊ`œiÃÊÀi«ÀiÃi˜ÌÊ>ÊÈ}˜ˆwV>˜ÌÊLÀi>ŽÌ ÀœÕ} ]ÊLœÌ ʈ˜Ê >À`Ü>ÀiÊ >˜`ʈ˜ÊÜvÌÜ>Ài°ÊÌÊà œÕ`Ê>ÃœÊLiÊVi>ÀÊÌ >ÌÊÌ iÊÌÀÕiÊVœ˜ViÀ˜ÊˆÃÊÜ iÌ iÀÊ Ì iʓ>V ˆ˜iÊ܈ÊˆÛiÊÕ«Ê̜ʈÌÃÊ՘`i˜ˆ>LiÊ«Àœ“ˆÃi°Êˆ˜i°ÊÌʈÃʘœÜÊ̈“iÊ ÌœÊ>ÞʜÕÌÊÌ iʼL>`ð½

UÊ / iÊ >Vˆ˜ÌœÃ Ê`œiÃʘœÌÊ >ÛiÊi˜œÕ} Ê,
° UÊ -ˆ˜}iʓˆVÀœyœ««ÞÊÃ̜À>}iʈÃÊϜÜÊ>˜`ʈ˜>`iµÕ>Ìi° UÊ / iÀiÊ >ÀiÊ ˜œÊ ˆ˜ÌiÀ˜>Ê iÝ«>˜Ãˆœ˜Ê ϜÌÃÊ œÀÊ iÝÌiÀ˜>Ê iÝ«>˜Ãˆœ˜Ê LÕÃÃið UÊÊ >V7ÀˆÌiÊ >ÃÊܓiÊÃiÛiÀiʏˆ“ˆÌ>̈œ˜Ã° UÊ / iÊÃÞÃÌi“ʈÃʓœ˜œV Àœ“iʜ˜Þ° UÊÊ -‡ "-ÊVœ“«>̈LˆˆÌÞʈÃÊÀՏi`ʜÕÌ° UÊ / iÊ >Vˆ˜ÌœÃ Ê܈Ê˜œÌʓՏ̈Ì>ΰ UÊ 9œÕÊV>˜½ÌÊÕÃiÊ>Ê >VÊ>Ü>ÞÊvÀœ“Ê>Ê`iΰ UÊÊ >V*>ˆ˜ÌÊ >ÃÊ>˜Êi>ÃiÊÈâiʏˆ“ˆÌ>̈œ˜° UÊ œÀ}iÌÊ>LœÕÌÊiÝÌiÀ˜>Êۈ`iœ° UÊ >Vˆ˜ÌœÃ ÊÜvÌÜ>ÀiÊ`iÛiœ«“i˜ÌʈÃÊ>˜Êˆ˜ÛœÛi`Ê«ÀœViÃð

ºÊȓ«ÞÊܜ˜`iÀʈvÊÌ ˆÃÊÃÌ>˜`>À`ÊV>˜ÊLiÊÕ« i`°Ê/ iÊÌ œÕ} ÌÊwÀÃÌÊ œVVÕÀÀi`Ê̜ʓiÊ>ÃÊÊ«>Þi`Ê>ÀœÕ˜`ÊÜˆÌ Ê ˆVÀœÃœvÌÊ
- °Ê
Ê
- Ê«Àœ}À>“Ê À՘˜ˆ˜}ʜ˜ÊÌ iÊ >VʏœœŽÃÊÛiÀÞʓÕV ʏˆŽiÊ>Ê
- Ê«Àœ}À>“ÊÀ՘˜ˆ˜}ʜ˜Ê>˜ÞÊ œÌ iÀʓ>V ˆ˜i]ÊiÝVi«ÌÊvœÀʈÌÃÊ܈˜`œÜðÊ7ˆÌ œÕÌÊÌ iʈVœ˜É܈˜`œÜɓi˜ÕÊ Ã iÃ]ÊÌ iÊ >VʈÃÊÀi`ÕVi`Ê̜Ê>ÊÀ>Ì iÀÊ>ÛiÀ>}iʓ>V ˆ˜i° “The next generation of ºÌʈÃÊÕ«Ê̜ÊÌ>i˜Ìi`Ê«Àœ}À>““iÀÃÊ̜ʓ>ŽiÊÌ iʓœÃÌʜvÊ >Vˆ˜ÌœÃ Ê interesting software will be done ," ʈ˜ÊiÛiÀÞÊ«Àœ}À>“ÊÌ iÞÊ`iÛiœ«°Ê7ˆÌ ʈÌÊÌ iÞÊV>˜Ê“iiÌÊÌ iÊ>“LˆÌˆœÕÃÊ on Macintosh, not the IBM PC.” «Àœ“ˆÃiÊÌ >ÌʈÃÊÌ iÊ
««iÊ >Vˆ˜ÌœÃ °Ê"Ì iÀ܈ÃiÊÌ iÊ >Vʓ>ÞʘiÛiÀÊ`iÛiœ«Ê Microsoft chairman Bill Gates Ì iÊÃÌ>ވ˜}Ê«œÜiÀʈÌʘii`ð (BusinessWeek, November 26, 1984) º7iÊ>ÀiÊÃ̈ÊµÕˆÌiÊܓiÊ`ˆÃÌ>˜ViÊvÀœ“ÊÌ iʈ`i>Ê“>V ˆ˜iÊ
>˜Ê>ÞÊ i˜ÛˆÃˆœ˜i`ÊL>VŽÊˆ˜Ê£™Ç£Ê>˜`ÊV ÀˆÃÌi˜i`ÊÌ iʼ ޘ>LœœŽ°½Ê/ ˆÃʈÃÊ>ÊVœ“«ÕÌiÀÊ “Anybody who could write a Ì iÊÈâiʜvÊ>ÊQ/>˜`ÞRÊ œ`iÊ£ääÊÜˆÌ ÊÌ iÊ«œÜiÀʜvÊ>Ê Õ˜`Ài`Ê >VðʘÊ>Ê good application on the 128K ÀiVi˜Ìʈ˜ÌiÀۈiÜ]Ê iÊÀ>Ì iÀÊVޘˆV>ÞÊ«Ài`ˆVÌi`ÊÌ >ÌʈÌÊܜՏ`ÊLiÊÌ iÊ>«>˜iÃiÊ Mac deserves a medal.” Ü œÊܜՏ`ʓ>ŽiÊÌ iÊ Þ˜>LœœŽÊ>ÊÀi>ˆÌÞ°ÊiÊ̜`Ê
i˜Ê ÕÀœÊœvÊ-Ì°Ê >VÊ Bill Gates “>}>∘iÊÌ >ÌÊÌ iÊ >Vˆ˜ÌœÃ ÊÜ>Ãʈ˜Ê«œˆ˜ÌʜvÊv>VÌʼ˜œÊLˆ}Ê`i>°½»

116 117 Mac Models Timeline

Mac Models Timeline

˜Ê Ì iÊ ˆ˜v>˜VÞÊ œvÊ Ì iÊ >VÊ “>ÀŽiÌ]Ê Vœ˜ÃՓiÀÃ]Ê Vœ“«ï̜ÀÃ]Ê >˜`Ê Vœ““i˜Ì>̜ÀÃÊÜ>ˆÌi`Êi>}iÀÞÊvœÀÊi>V ʘiÜÊ«Àœ`ÕVÌÊ>˜˜œÕ˜Vi“i˜ÌÊvÀœ“Ê
««i°Ê/ iÊÜ>ˆÌÃʜvÌi˜ÊÃii“i`ʈ˜ÃÕvviÀ>LÞʏœ˜}°Ê Ài>̈˜}ÊÌ iʜÀˆ}ˆ˜>Ê£ÓnÊ >VÊÜ>ÃÊÃÕV Ê>˜ÊœÀ`i>ÊÌ >ÌÊ>vÌiÀʈÌÊà ˆ««i`ʈ˜Ê>˜Õ>ÀÞÊ£™n{]ʈÌÊÜ>ÃÊ >À`Ê ÌœÊŽii«ÊÌ iÊi˜}ˆ˜iiÀÃÊvœVÕÃi`ʜ˜Ê`iÈ}˜ˆ˜}ÊÕ«}À>`iðÊ/ iÞÊÜiÀi˜½ÌÊÀiÃ̈˜}Ê œ˜ÊÌ iˆÀʏ>ÕÀiÃ]ÊÌ iÞÊÜiÀiÊȓ«ÞÊiÝ >ÕÃÌi`°Ê / iÊ x£ÓÊ >VÊ `ˆ`˜½ÌÊ Ã ˆ«Ê ՘̈Ê iˆ} ÌÊ “œ˜Ì ÃÊ >vÌiÀÊ Ì iÊ œÀˆ}ˆ˜>Ê “We were too tired, too ˆ˜ÌÀœ`ÕV̈œ˜]Ê>˜`ÊÌ iÊ >VÊ*ÕÃÊܜՏ`˜½Ìʓ>ŽiʈÌÊ̜ʓ>ÀŽiÌÊ՘̈Ê£™nÈ°Ê arrogant, too stupid, I don’t *œÜiÀÊÕÃiÀÃÊ`iÈÀˆ˜}Ê>˜Êºœ«i˜»Ê“œ`iÊ >`Ê̜ÊÜ>ˆÌÊ՘̈Ê£™nÇÊvœÀÊÌ iÊ >VÊ know what.” Ê̜ÊLÀi>ŽÊœÕÌʜvÊÌ iʺV>ÃÈV»Ê >Vʓœ`°Ê
««iÊÜ>ÃÊ}ˆÛˆ˜}ÊLˆÀÌ Ê̜ʘiÜÊ Apple evangelist Guy Kawasaki, “i“LiÀÃʜvÊÌ iÊ >Vˆ˜ÌœÃ Êv>“ˆÞÊÜÊϜ܏ÞÊÌ >ÌʈÌÊÜ>ÃÊi>ÃÞÊ̜ÊLiVœ“iÊ explaining why Apple took so long to ˆ˜Ìˆ“>ÌiÞÊv>“ˆˆ>ÀÊÜˆÌ Êi>V ʜ˜i°Ê fix some of the early Mac’s speed and
ÊÌ >ÌÊV >˜}i`ʈ˜Ê£™™ÓÊÜˆÌ ÊÌ iʈ˜ÌÀœ`ÕV̈œ˜ÊœvÊÌ iʈ˜Vœ“«Ài i˜ÃˆLÞÊ memory problems ˜Õ“LiÀi`Ê*iÀvœÀ“>ʏˆ˜i°Ê˜Ê>˜Ê>ÌÌi“«ÌÊ̜Ê}>ˆ˜Ê“>ÀŽiÌÊà >Ài]Ê
««iÊ`iVˆ`i`Ê ÌœÊ>ÌÌ>VŽÊiÛiÀÞʓ>ÀŽiÌʘˆV iÊÜˆÌ ÊˆÌÃÊœÜ˜Ê >Vʓœ`i°Ê
ÃÊޜÕÊV>˜ÊÃiiʜ˜ÊÌ iÊ vœœÜˆ˜}Ê«>}iÃ]ÊÜ ˆV Êà œÜÊiÛiÀÞÊ >Vˆ˜ÌœÃ ʓœ`iÊiÛiÀʓ>`iÊ­“œÀiÊÌ >˜Ê {ääÊ>Ìʏ>ÃÌÊVœÕ˜Ì®]ÊÌ iÊÀiÃՏÌʜvÊ
««i½ÃÊ>VViiÀ>Ìi`ʈ˜ÌÀœ`ÕV̈œ˜ÊÃV i`ՏiÊÜ>ÃÊ >Ê«Àœ`ÕVÌʏˆ˜iÊÌ >ÌÊ«ÀœˆviÀ>Ìi`ʈ˜ÌœÊ>ÊLi܈`iÀˆ˜}Ê>ÃÜÀ̓i˜Ìʜvʓˆ˜ÕÌiÞÊ `ˆvviÀi˜Ìˆ>Ìi`ʓœ`iÃ°Ê*œÌi˜Ìˆ>ÊVœ˜ÃՓiÀÃÊvœÕ˜`ʈÌʈ“«œÃÈLiÊ̜Ê`iÌiÀ“ˆ˜iÊ Ü ˆV ÊVœ“«ÕÌiÀʓœ`iÊÜ>ÃÊÀˆ} ÌÊvœÀÊÌ i“]Ê>˜`Ê
««iÊ >`Ê>ÊÌiÀÀˆLiÊ̈“iÊ ÃÕ««œÀ̈˜}ÊÜʓ>˜ÞÊÛ>Àˆ>̈œ˜Ãʜ˜ÊÌ iÊ >Vˆ˜ÌœÃ Ê`iÈ}˜° ->˜ˆÌÞÊÀiÌÕÀ˜i`ÊÌœÊ Õ«iÀ̈˜œÊÜ i˜Ê-ÌiÛiÊœLÃÊ̜œŽÊœÛiÀʈ˜Ê£™™Ç°ÊiÊ vœVÕÃi`Ê
««i½ÃÊ«Àœ`ÕVÌʏˆ˜iʈ˜ÌœÊvœÕÀʵÕ>`À>˜ÌÃÊVœ˜ÃˆÃ̈˜}ʜvÊVœ˜ÃՓiÀÊ >˜`Ê«ÀœviÃȜ˜>Ê“œ`iÃʜvÊ`iÎ̜«Ê>˜`Ê«œÀÌ>LiÊVœ“«ÕÌiÀÃ]ÊÜˆÌ Êi>V ʘiÜÊ }i˜iÀ>̈œ˜ÊœvÊ >VÃÊLiVœ“ˆ˜}ÊiÛiÀÊv>ÃÌiÀÊ>˜`ʓœÀiÊV>«>Li°

Mac unit sales (bars, left axis, in millions) Installed base (line, right axis, in millions) “We thought: It’s there, it’s beautiful, it can’t be improved, 5 60 we did it. Everyone was burnt out and we wanted to get the 4 50 hell out of there. Had we stayed 40 and kept the energy up and 3 not mistakenly thought we were 30 done, we could have changed 2 Apple’s future. I firmly believe 20 that Gates would only be worth 1 10 a billion instead of $4 billion today had we all kept our act 0 0 together and stuck to the Mac.” 84 86 88 90 92 94 96 98 00 02 Apple Fellow Steve P. Capps (MacWEEK, September 19, 1994)

121 Mac Models Timeline Mac Models Timeline

Mac Models Timeline 1984 Jan Mac 128K

Feb

Mar

The original Macintosh had only 128K of Apr memory, a 400K 3.5-inch disk drive, and a WYSIWYG monochrome monitor.

May

Jun

Jul

Aug

Sep Mac 512K

Oct

The Mac 512K (shown here with an Nov optional external 3.5-inch disk drive) was nicknamed “Fat Mac” because it came standard with four times the memory of the original. Dec

122 123 Why 1985 Wasn’t like 1984

Why 1985 Wasn’t like 1984

˜Ê>ÌiÊ£™n{]Ê
««iÊ`ˆ`˜½ÌÊ >ÛiÊ>ÊÃÌ՘˜ˆ˜}ʘiÜÊ«Àœ`ÕVÌÊիʈÌÃÊÏiiÛiʏˆŽiÊ ˆÌÊ >`ÊÌ iÊÞi>ÀÊLivœÀiÊÜˆÌ Ê >Vˆ˜ÌœÃ ]ÊÜʈÌÊÌÀˆi`Ê̜ʓ>˜Õv>VÌÕÀiÊܓiÊ iÝVˆÌi“i˜ÌʜÛiÀÊ/ iÊ >Vˆ˜ÌœÃ Ê"vwVi]ÊÜ ˆV ÊÜ>ÃÊiÃÃi˜Ìˆ>ÞÊÌ iÊVœ˜Vi«ÌʜvÊ Vœ˜˜iV̈˜}Ê>Ê}ÀœÕ«ÊœvÊ >VÃÊ̜Ê>Ê>ÃiÀ7ÀˆÌiÀÊ>˜`Êà >Àˆ˜}ʈ˜vœÀ“>̈œ˜ÊÕȘ}Ê >Ê`iۈViÊV>i`Ê>ÊwiÊÃiÀÛiÀ°Ê/ iÀiÊÜ>Ãʜ˜Þʜ˜iÊÓ>Ê«ÀœLi“\ÊÌ iÊwiÊÃiÀÛiÀ]Ê >ʎiÞÊVœ“«œ˜i˜Ì]ÊÜ>ÃʘœÜ iÀiʘi>ÀÊÀi>`ÞÊ̜Êà ˆ«°Ê/œÊ ˆÃÊVÀi`ˆÌ]Êi>˜‡œÕˆÃÊ >ÃÃji]ÊÌ i˜Ê}i˜iÀ>Ê“>˜>}iÀʜvÊ
««iÊÀ>˜Vi]ÊÀivÕÃi`Ê̜ÊvœˆÃÌÊÌ ˆÃÊV >À>`iÊ Õ«œ˜Ê ˆÃÊVœÕ˜ÌÀÞ]ʘœÌ‡Ãœ‡ÃiVÀȉÞÊÀiviÀÀˆ˜}Ê̜ʈÌÊ>Ãʺ/ iÊ >Vˆ˜ÌœÃ Ê"ÀˆwVi°»Ê
Ì œÕ} Ê
««iÊܜՏ`ʘœÌÊà ˆ«Ê>ÊwiÊÃiÀÛiÀÊ՘̈Ê£™nÇ]ÊÌ >ÌÊ`ˆ`˜½ÌÊÃ̜«ÊˆÌÊ vÀœ“Ê«Àœ“œÌˆ˜}Ê/ iÊ >Vˆ˜ÌœÃ Ê"vwViʈ˜ÊÌ iÊ1˜ˆÌi`Ê-Ì>ÌiÃʈ˜Ê£™nx°

Trying to woo the business market, Apple concocted the concept of “The Macintosh Office,” which connected Macs with LaserWriters and a nonexistent file server.

˜Ê>˜Ê>ÌÌi“«ÌÊ̜ÊÀiVÀi>ÌiÊÌ iʓ>}ˆVʜvÊÌ iÊ« i˜œ“i˜>Ê£™n{ÊVœ““iÀVˆ>Ê ­Ãiiʺ/ iÊÀi>ÌiÃÌÊ œ““iÀVˆ>Ê/ >ÌÊ
“œÃÌÊ iÛiÀÊ
ˆÀi`»®]Ê
««iÊ>}>ˆ˜Ê ÌÕÀ˜i`Ê̜ÊÌ iÊVÀi>̈ÛiÊÌi>“Ê>ÌʈÌÃÊ>`ÛiÀ̈Ș}Ê>}i˜VÞÊ̜ÊÜ ˆ«ÊÕ«ÊܓiÌ ˆ˜}Ê }Ài>ÌÊvœÀÊÌ iÊÕ«Vœ“ˆ˜}Ê-Õ«iÀÊ œÜÊ88°Ê ˆ>ÌÉ >ÞÊÜ>˜Ìi`ÊÌœÊ ˆÀiÊ,ˆ`iÞÊ -VœÌÌ]ÊÜ œÊ`ˆÀiVÌi`Ê£™n{]ÊLÕÌÊ iÊÜ>ؽÌÊ>Û>ˆ>Li]ÊÃœÊ ˆÃÊLÀœÌ iÀÊ/œ˜ÞÊÜ>ÃÊ }ˆÛi˜ÊÌ iʍœLʈ˜ÃÌi>`° / iÊÀiÃՏÌÊÜ>ÃÊ>Ê`>ÀŽ]ÊÈä‡ÃiVœ˜`ÊVœ““iÀVˆ>ÊV>i`Ê i““ˆ˜}Ã]ʈ˜Ê Ü ˆV ʏœ˜}ʏˆ˜iÃʜvÊLˆ˜`vœ`i`ÊLÕȘiÃëiœ«i]Êi>V ÊÜˆÌ Êœ˜iÊ >˜`ÊÕ«œ˜Ê Ì iÊà œÕ`iÀʜvÊÌ iÊ«iÀܘÊ> i>`Ê>˜`ÊLÀˆivV>Ãiʈ˜ÊÌ iÊœÌ iÀÊ >˜`]ÊÌÀÕ`}iʜvvÊ Ì iÊi`}iʜvÊ>ÊVˆvvʏˆŽiʏi““ˆ˜}Ãʈ˜ÌœÊÌ iÊÃi>°Ê
ÃÊÌ iÞÊ`Ài>ÀˆÞÊÜ ˆÃ̏iÊÌ iÊ Ì՘iʈʜ]ʈʜ]Ê̽ÃÊ"vvÊ̜Ê7œÀŽÊ7iÊœ]Ê>ÊۜˆViʈ˜Ìœ˜iÃ]ʺ"˜Ê>˜Õ>ÀÞÊ ÓÎÀ`]Ê
««iÊ œ“«ÕÌiÀÊ܈Ê>˜˜œÕ˜ViÊ/ iÊ >Vˆ˜ÌœÃ Ê"vwVi°»Ê
ÌÊÌ >ÌÊVÕi]Ê Ì iʏ>ÃÌʓ>˜Êˆ˜ÊÌ iʏˆ˜i]Ê«ÀiÃՓ>LÞÊ>Ê >VÊVœ˜ÛiÀÌ]ʏˆvÌÃÊ ˆÃÊLˆ˜`vœ`Ê>˜`Ê

143 Why 1985 Wasn’t like 1984 Why 1985 Wasn’t like 1984

Director Tony Scott reportedly found fault with the sky over England and flew to Sweden to find just the right clouds to include in the commercial’s background.

Lemmings likened DOS users to mindless rodents committing mass suicide.

Ã̜«ÃÊ>ÌÊÌ iÊLÀˆ˜ŽÊˆ˜ÃÌi>`ʜvÊ«Õ˜}ˆ˜}Êȏi˜ÌÞÊÌœÊ ˆÃÊ`i>Ì ÊˆŽiÊÌ iÊœÌ iÀÃ°Ê / iʘ>ÀÀ>̜ÀÊVœ˜Ìˆ˜ÕiÃ]ʺ9œÕÊV>˜ÊœœŽÊˆ˜ÌœÊˆÌ]ʜÀÊޜÕÊV>˜Ê}œÊœ˜ÊÜˆÌ Ê LÕȘiÃÃÊ>ÃÊÕÃÕ>°» ii`iÃÃÊ ÌœÊ Ã>Þ]Ê i““ˆ˜}ÃÊ Ü>ؽÌÊ ÞœÕÀÊ ÌÞ«ˆV>Ê Vœ““iÀVˆ>°Ê ÌÊ Ü>ÃÊ Ì œÕ} ̇«ÀœÛœŽˆ˜}]ÊLÕÌʈÌʏ>VŽi`ÊÌ iʏˆLiÀ>̈˜}Ê>««i>ÊœvÊ£™n{°Ê˜Êv>VÌ]Ê œ ˜Ê-VՏiÞÊ >Ìi`ʈÌ]Ê>˜`ʈ˜Ê>ÊÀi«i>ÌʜvÊÌ iÊ«ÀˆœÀÊÞi>À]ʜÀ`iÀi`Ê ˆ>ÌÉ >ÞÊ ÌœÊÃiÊL>VŽÊÌ iÊf£Ê“ˆˆœ˜Ê-Õ«iÀÊ œÜÊϜÌÊ̜Ê
]ÊÜ ˆV ʈÌʓ>˜>}i`ÊÌœÊ `œ°Ê/ iÊVÀi>̈ÛiÊÌi>“Ê>ÌÊ ˆ>ÌÉ >ÞʓœÕ˜Ìi`Ê>˜Êˆ˜Ìi˜ÃiʏœLLވ˜}ÊivvœÀÌÊÌœÊ }iÌÊ-VՏiÞÊ̜ÊÀiÛiÀÃiÊ ˆÃÊ`iVˆÃˆœ˜]ÊÀi“ˆ˜`ˆ˜}Ê ˆ“ÊÌ >ÌÊ
««iÊ`ˆÃˆŽi`Ê£™n{]Ê >˜`ÊÌ >ÌÊÌÕÀ˜i`ʜÕÌÊ̜ÊLiÊ>ÊÌÀˆÕ“« ° Ûi˜ÊÌ œÕ} Ê iÊÜ>ÃÊVœ˜Ûˆ˜Vi`Ê iÊ >`Ê`œ˜iÊ}œœ`ÊܜÀŽ]ÊVœ«ÞÜÀˆÌiÀÊ

Courtesy of Steve Hayden -ÌiÛiÊ>Þ`i˜ÊV>Ṏœ˜i`Ê
««i]ʺ9œÕ½ÀiÊ}œˆ˜}Ê̜ÊLˆÌiÊÌ iʎ>À“ˆVÊÜii˜ˆiÊ ˆvÊޜÕÊÀ՘Êi““ˆ˜}ÃÊ>˜`ÊV>˜½ÌÊ`iˆÛiÀÊ/ iÊQ >Vˆ˜ÌœÃ RÊ"vwVi°»Ê-VՏiÞÊ ivÌÊÌ iÊ`iVˆÃˆœ˜ÊÕ«Ê̜ʓ>ÀŽï˜}ʓ>˜>}iÀÊ ˆŽiÊ ÕÀÀ>Þ]ÊÜ œÊVÀœÃÃi`Ê ˆÃÊ w˜}iÀÃÊ>˜`ÊÜi˜ÌÊvœÀÊLÀœŽi° ˆ>ÌÉ >ÞÊÜ>ÃÊ>LiÊ̜ÊÀi«ÕÀV >Ãiʜ˜iʓˆ˜ÕÌiʜvÊ>ˆÀ̈“iÊ>ÌÊ>ÊÀi`ÕVi`Ê «ÀˆViʜvÊf™ää]äääÊ­Ü >ÌÊ>ÊL>À}>ˆ˜t®]Ê>˜`ÊÌ iÊVœ““iÀVˆ>ÊÀ>˜Êˆ˜ÊÌ iÊvœÕÀÌ Ê µÕ>ÀÌiÀʜvÊ-Õ«iÀÊ œÜÊ88ʜ˜Ê>˜Õ>ÀÞÊÓä]Ê£™nx°Ê
Ì œÕ} ÊÌ iÊ->˜ÊÀ>˜VˆÃVœÊ {™iÀÃÊÜiÀiÊÜiÊœ˜ÊÌ iˆÀÊÜ>ÞÊ̜ÊVÀÕà ˆ˜}ÊÌ iÊ ˆ>“ˆÊ œ« ˆ˜ÃÊÎnÊ̜ʣÈ]Ê “ÕV ʜvÊÌ iÊVœÕ˜ÌÀÞÊÀi“>ˆ˜i`Ê}Õi`Ê̜ÊÌ iÊÌiiۈȜ˜ÊLiV>ÕÃiÊ
««iÊ >`Ê «>Vi`ÊÌi>ÃiÀʘiÜë>«iÀÊ>`ÛiÀ̈Ãi“i˜ÌÃÊÜ>À˜ˆ˜}]ʺvÊޜÕÊ}œÊ̜ÊÌ iÊL>Ì Àœœ“Ê `ÕÀˆ˜}ÊÌ iÊvœÕÀÌ ÊµÕ>ÀÌiÀ]ÊޜսÊLiÊÜÀÀÞ°»Ê˜ÊÀiÌÀœÃ«iVÌ]ʈÌÊÜ>ÃÊ
««iÊÌ >ÌÊ Ü>ÃÊÜÀÀÞ° -ÌiÛiÊœLÃÊ>˜`Êœ ˜Ê-VՏiÞÊ >`ÊvÀœ˜Ì‡ÀœÜÊÃi>ÌÃÊvœÀÊÌ iÊ`ˆÃ>ÃÌiÀÊ>ÃÊÌ iÞÊ Copywriter Steve Hayden warned Apple it ÜiÀiÊLœÌ ÊÜ>ÌV ˆ˜}ÊÌ iÊ-Õ«iÀÊ œÜÊˆ˜Ê«iÀܘÊ>ÌÊ-Ì>˜vœÀ`Ê-Ì>`ˆÕ“°ÊœÀÊ risked biting “the karmic weenie.” Ì ˆÃÊiÛi˜Ì]Ê
««iÊ >`Êwi`ÊÌ iʘœÌœÀˆœÕÏÞÊ՘Vœ“vœÀÌ>LiÊܜœ`i˜ÊÃÌ>˜`ÃÊ

144 145 Telecom Troubles

Telecom Troubles

˜Ê“>˜ÞÊÜ>ÞÃ]ÊÌ iÊ ˆÃ̜ÀÞʜvÊ
««iÊVœ˜ÃˆÃÌÃʜvÊ>ʏœ˜}ÊÃÌÀˆ˜}ʜvÊiÛi˜ÌÃʈ˜Ê Ü ˆV ÊÌ iÊVœ“«>˜ÞÊv>ˆi`Ê̜ÊV>«ˆÌ>ˆâiʜ˜Êi“iÀ}ˆ˜}ʓ>ÀŽiÌÃÊÌ >ÌʈÌÊVœÀÀiV̏ÞÊ ˆ`i˜Ìˆwi`ÊÞi>ÀÃÊLivœÀiʈÌÃÊVœ“«ï̜ÀðÊ
˜ÊiÝVii˜ÌÊiÝ>“«iʈÃÊÌ iÊÌÀœÕLiÊ
««iÊ >ÃÊ >`ÊÜˆÌ ÊÌiiVœ““Õ˜ˆV>̈œ˜Ã°
««i½ÃÊi˜ÌÀÞʈ˜ÌœÊÌ iʜ˜ˆ˜iÊܜÀ`ÊLi}>˜Êˆ˜Ê£™n{Ê`ÕÀˆ˜}Êœ ˜Ê-VՏiÞ½ÃÊ Ìi˜ÕÀiÊ>ÃÊ>˜ÊivvœÀÌÊ ÌœÊÀi`ÕViÊ Ì iÊ iÝ«i˜ÃiʜvÊÃÕ««œÀ̈˜}Ê Ì iÊ Vœ“«>˜Þ½ÃÊ ÜœÀ`܈`iʘiÌܜÀŽÊœvÊ`i>iÀðÊ
˜Ê
««iÊÊ`i“œÊœvÊ>˜Êœ˜ˆ˜iÊÃÞÃÌi“ÊV>i`Ê
««iÊ- >Ài`ʘœÜi`}iÊÜ>ÃÊ`iÛiœ«i`]ÊLÕÌÊœ ˜Ê LLÃ]Ê
««i½ÃÊ i>`ʜvÊ ÃÕ««œÀÌÊ>˜`ÊvœÀ“iÀÞÊ>ÊÃi˜ˆœÀÊiÝiVṎÛiÊ>ÌÊi˜iÀ>Ê iVÌÀˆV]ÊVœ˜Ûˆ˜Vi`Ê “>˜>}i“i˜ÌÊ̜Êà œÜV>ÃiÊÌ iÊ >V½ÃÊÛ>ÕiÊ̜ÊVœÀ«œÀ>̈œ˜ÃÊLÞÊÕȘ}ʈÌÊÌœÊ `i«œÞÊÌ iÊ«ÀˆVˆ˜}Ê>˜`Ê«Àœ`ÕVÌÊ`>Ì>L>Ãi°ÊˆÃʈ`i>ÊÜ>ÃÊ̜ʓ>ÀÀÞÊÌ iÊVœÀ«œÀ>ÌiÊ Ìˆ“ià >ÀiÊV>«>LˆˆÌÞʜvÊi˜iÀ>Ê iVÌÀˆVʘvœÀ“>̈œ˜Ê-iÀۈViÃÊ œ°Ê­Ü ˆV Ê À>˜Ê>ÊVœ˜ÃՓiÀÊÃiÀۈViÊV>i`Ê ˜ˆi®ÊÜˆÌ ÊÌ iÊi>ÃiʜvÊÕÃiʜvÊ>Ê >V°Ê ˜ÊՏÞÊ£™nx]Ê
««iˆ˜ŽÊ`iLÕÌi`°ÊÌÊÜ>ÃÊÌ iÊwÀÃÌʜ˜ˆ˜iÊÃiÀۈViÊÌœÊ vi>ÌÕÀiÊi>Ãއ̜‡ÕÃiÊ}À>« ˆVÃ]Ê܈˜`œÜÃ]Ê>˜`ʈVœ˜Ãʈ˜ÃÌi>`ʜvÊ>ÊVœ““>˜`‡ˆ˜iÊ ÌiÝÌʈ˜ÌiÀv>Vi°ÊÌÃÊiÝÌi˜Ãˆœ˜ÊœvÊÌ iÊ`iÎ̜«Ê“iÌ>« œÀʈ˜ÌœÊÌ iʜ˜ˆ˜iÊܜÀ`Ê Ü>ÃÊ>ÃÊÀiۜṎœ˜>ÀÞÊ>ÃÊÌ iÊ >Vˆ˜ÌœÃ ʈÌÃiv°Ê7 ˆiʜÀˆ}ˆ˜>Þʈ˜Ìi˜`i`Ê>ÃÊ>Ê LՏiÌ«ÀœœvÊ`i>iÀÊÀiviÀi˜ViÊ>˜`ÊÃÕ««œÀÌÊÃÞÃÌi“]ÊÜˆÌ ˆ˜ÊÜiiŽÃʜvʈÌÃʏ>՘V Ê ˆÌÊLiV>“iÊÌ iÊ`iÊv>V̜Êi“>ˆÊÃÞÃÌi“ÊvœÀÊ
««iÊ>˜`ʈÌÃÊ`i>iÀðÊ
Ì œÕ} ʈÌÊ LœÀiÊ
««i½Ãʘ>“i]ʈÌÊÜ>ÃÊ>VÌÕ>Þʓ>ˆ˜Ì>ˆ˜i`Ê>˜`ʜ«iÀ>Ìi`Ê>ÃÊ>ʍœˆ˜ÌÊivvœÀÌÊ œvÊ
««iÊ>˜`Ê °Ê
ÃʈÌÊÜ>ÃÊÀii>Ãi`Ê̜ÊiÝÌiÀ˜>ÊVÕÃ̜“iÀÃʜÛiÀÊÌ iÊÞi>ÀÃ]Ê ÕÃiÀÃÊÜiÀiÊV >À}i`ÊvÀœ“Êf£äÊ̜Êf£ääÊ«iÀÊ œÕÀ]Ê`i«i˜`ˆ˜}ʜ˜ÊÌ iÊÃiÀۈViÊ Ì iÞÊÀiViˆÛi`Ê>˜`ÊÌ iˆÀÊVœÕ˜ÌÀÞʜvÊÀiÈ`i˜Vi°Ê ivœÀiʏœ˜}]Ê
««iÊÜ>ÃÊ«>ވ˜}Ê

On August 28, 1991, the first true email message from space was sent by the crew of the space shuttle STS-43 Atlantis using a Mac Portable and specially configured AppleLink software. The shuttle crew’s message: “Hello Earth! Greetings from the STS- 43 Crew. This is the first AppleLink from space. Having a GREAT time, AppleLink was Apple’s internal online service, but it was actually run by wish you were here,...send cyro and GE. AppleLink successfully used the Mac’s desktop metaphor to make RCS! Hasta la vista, baby,...we’ll be telecommunications simple. back!”

147 Telecom Troubles Telecom Troubles

œÛiÀÊfÎäʓˆˆœ˜Ê>ÊÞi>ÀÊ̜Ê ]Ê>Ì œÕ} Ê>ÊÃÌÕ`ÞÊ`i“œ˜ÃÌÀ>Ìi`ÊÌ >ÌÊÕÃiʜvÊÌ iÊ ÃiÀۈViÊÃ>Ûi`Ê
««iÊ>Ìʏi>ÃÌÊf£ääʓˆˆœ˜Ê>˜˜Õ>Þʈ˜ÊÀi`ÕVi`ÊVœÃÌÃÊ­«>«iÀ]Ê «iÀܘ˜i]Ê«Àœ`ÕV̈ۈÌÞ]ÊÌii« œ˜i]ÊÌÀ>Ûi]ÊiÌV°®°
««iˆ˜ŽÊÜ>ÃÊVœ˜Ãˆ`iÀi`Ê>ÊÀiÜ՘`ˆ˜}ÊÃÕVViÃÃ]Ê>˜`ʈÌʜVVÕÀÀi`Ê̜Ê
««iÊ Ì >ÌÊ «iÀ >«ÃÊ ˆÌÊ Ã œÕ`Ê œvviÀÊ>Ê Ãˆ“ˆ>ÀÊ ÛiÀȜ˜Ê >ˆ“i`Ê >ÌÊ Ài`ÕVˆ˜}Ê Vœ˜ÃՓiÀÊÃÕ««œÀÌÊiÝ«i˜ÃiðÊ
ÌÊÌ iÊ̈“i]Ê>ÊÓ>ÊwÀ“ÊV>i`Ê +Õ>˜ÌÕ“Ê œ“«ÕÌiÀÊ -iÀۈViÃÊ Ü>ÃÊ À՘˜ˆ˜}Ê +Õ>˜ÌՓˆ˜Ž]Ê >˜Ê œ˜ˆ˜iÊ ÃiÀۈViÊ vœÀÊ œ““œ`œÀiÊ Vœ“«ÕÌiÀÊ ÕÃiÀðÊ
««iÊ `>ˆi`Ê ÜˆÌ Ê Ì iÊ ˆ`i>Ê œvÊ LÕވ˜}Ê +Õ>˜ÌՓʜÕÌÀˆ} ÌÊvœÀÊÃiÛiÀ>Ê“ˆˆœ˜Ê`œ>ÀÃ]ÊLÕÌʈ˜ÃÌi>`Ê`iVˆ`i`Ê̜ÊܜÀŽÊ ÜˆÌ ÊˆÌÊ̜ÊLՈ`Ê>Ê}À>« ˆV>ÊÃiÀۈViʈ˜ÊÌ iʓœ`ʜvÊÌ iʈ˜ÌiÀ˜>Ê
««iˆ˜Ž]Ê >ˆ“i`ʈ˜ˆÌˆ>ÞÊ>ÌÊ
««iÊÊÕÃiÀÃÊLÕÌÊ`iÈ}˜i`ÊÜˆÌ ÊÌ iÊ >Vˆ˜ÌœÃ ʈ˜Ê“ˆ˜`°Ê œ`i‡˜>“i`Ê*ÀœiVÌÊ->“Õi]ʈÌÊÜ>ÃÊ>ʍœˆ˜ÌÊÛi˜ÌÕÀiÊÜˆÌ Ê
««iÊ«ÀœÛˆ`ˆ˜}Ê ˆÌÃʈ˜ÌiÀv>ViÊiÝ«iÀ̈Ãi]ʓ>ÀŽï˜}ʓÕÃVi]Êv՘`ˆ˜}]Ê>˜`ʏœ}œ°ÊœÀʈÌÃÊ«>ÀÌ]Ê +Õ>˜ÌՓÊܜՏ`ÊLՈ`Ê>˜`ʜ«iÀ>ÌiÊÌ iÊÃÞÃÌi“°
ÌÊ Ì iÊ
««iiÃÌÊ i`Ê ˆ˜Ê œÃ̜˜Ê œ˜Ê >ÞÊ Óä]Ê £™nn]Ê
««iˆ˜Žp *iÀܘ>Ê `ˆÌˆœ˜ÊÜ>Ãʈ˜ÌÀœ`ÕVi`°ÊœÀÊfÈÊ«iÀÊ œÕÀʘœ˜‡«Àˆ“iÊ̈“i]Ê>˜`Ê f£xÊ«iÀÊ œÕÀÊ«Àˆ“iÊ̈“i]ÊÃÕLÃVÀˆLiÀÃÊVœÕ`Ê>VViÃÃÊ
««i‡Ã«iVˆwVÊÀiÜÕÀViÃÊ ÃÕV Ê>ÃÊ>ÊÀiviÀi˜ViʏˆLÀ>ÀÞ]ÊÜvÌÜ>ÀiÊVi˜ÌiÀ]Ê>˜`ÊVœ“«>˜ÞÊÃ̜Ài°Ê*ÕÃ]ÊÌ iÀiÊ ÜiÀiÊ }i˜iÀ>Ê ÃiÀۈViÃÊ ÃÕV Ê >ÃÊ i˜ÌiÀÌ>ˆ˜“i˜Ì]Ê LÕȘiÃÃÊ ÃiÀۈViÃ]Ê œ˜ˆ˜iÊ Ã œ««ˆ˜}]Ê>˜`Êi`ÕV>̈œ˜°Ê ivœÀiÊÌ iÊ >Vˆ˜ÌœÃ ÊÛiÀȜ˜ÊÜ>ÃÊÀii>Ãi`]Ê
««iÊ >˜`Ê+Õ>˜ÌՓÊLi}>˜ÊµÕ>ÀÀiˆ˜}ʜÛiÀÊÌ iÊvÕÌÕÀiÊ`ˆÀiV̈œ˜ÊœvÊÌ iÊÃiÀۈVi]Ê >˜`Ê
««iÊ՘`iÀÜi˜ÌÊ>˜œÌ iÀʈ˜Ê>ʏœ˜}ÊÃiÀˆiÃʜvÊÀiœÀ}>˜ˆâ>̈œ˜Ã°Ê1˜`iÀÊ «ÀiÃÃÕÀiÊ̜Êiˆ“ˆ˜>ÌiÊÜ >ÌÊÌ iʘiÜʏi>`iÀà ˆ«ÊviÌÊÜiÀiÊiÝÌÀ>˜iœÕÃÊLÕȘiÃÃÊ Vœ““ˆÌ“i˜ÌÃ]Ê
««iʫՏi`ʈÌÃÊÃÕ««œÀÌÊvœÀÊ
««iˆ˜Žp*iÀܘ>Ê `ˆÌˆœ˜]Ê LÕÌÊVœ“«i˜Ã>Ìi`Ê+Õ>˜ÌՓÊLÞÊ«ÀœÛˆ`ˆ˜}Êv՘`ˆ˜}Ê̜ÊVœ“«iÌiÊÌ iÊ >VÊLiÌ>Ê >˜`ÊLÀˆ˜}ʈÌÊ̜ʓ>ÀŽiÌÊÜˆÌ œÕÌÊÌ iÊ
««iʏœ}œ°Ê˜Ê"V̜LiÀÊ£™™£]Ê+Õ>˜ÌÕ“Ê Ài˜>“i`ʈÌÃivÊ
“iÀˆV>Ê"˜ˆ˜iÊ>˜`ʜ«i˜i`ÊիʈÌÃÊÃiÀۈViÊ̜ÊiÛiÀޜ˜i]ʘœÌÊ ÕÃÌÊÌ œÃiÊÕȘ}Ê
««iÊVœ“«ÕÌiÀð Courtesy of Trevor Griffiths and Elaine Sweeney

AppleLink—Personal Edition came out first on the Apple II and was abandoned before the Mac version shipped.

148 149 The Remarkable Rise and Fabulous Fall of John Sculley

The Remarkable Rise and Fabulous Fall of John Sculley

vÊޜսÀiÊ>Ê >Vˆ˜ÌœÃ ÊÌÀÕiÊLiˆiÛiÀ]ÊޜÕÊ«ÀœL>LÞÊÀi“i“LiÀÊœ ˜Ê-VՏiÞÊ ­LœÀ˜Ê
«ÀˆÊÈ]Ê£™Î™®Ê>ÃÊÌ iʓ>˜ÊÜ œÊÀˆ««i`ÊÌ iÊ i>ÀÌʜÕÌʜvÊ
««iÊÜ i˜Ê iÊ `iÌ Àœ˜i`ʈÌÃÊvœŽ‡ iÀœÊvœÕ˜`iÀ]Ê-ÌiÛiÊœLÃ]ʈ˜Ê£™nx°ÊvÊޜսÀiÊ>˜Êˆ˜ÛiÃ̜À]Ê ÞœÕÊ«ÀœL>LÞÊÀi“i“LiÀÊ ˆ“Ê>ÃÊÌ iÊà ÀiÜ`ÊLÕȘiÃÓ>˜ÊÜ œÊ}Ո`i`Ê>˜`Ê }ÀiÜÊ
««iÊÌ ÀœÕ} ʓ>˜ÞÊ`ˆvwVՏÌÊÞi>ÀÃʜ˜ÞÊ̜ÊÃÕvviÀÊÌ iÊÃ>“iÊv>ÌiÊ iÊ >`ÊۈÈÌi`ÊÕ«œ˜ÊœLÃ°Ê iˆÌ iÀÊ`i«ˆV̈œ˜ÊˆÃÊi˜ÌˆÀiÞÊv>ˆÀ]ʘœÀÊi˜ÌˆÀiÞÊv>Ãi°Ê -VՏiÞ½ÃÊÌi˜‡Þi>ÀÊÀiˆ}˜Ê>ÌÊ
««iÊÜ>ÃÊwi`ÊÜˆÌ Ê«Àœ“ˆÃiÊ>˜`Êi˜Ì ÕÈ>Ó]Ê ˆ˜ÌÀˆ}ÕiÊ>˜`ÊLiÌÀ>Þ>]ÊÀiVœÛiÀÞÊ>˜`ÊÌÀˆÕ“« ]Ê>˜}Ոà Ê>˜`ʈÀœ˜Þ° 7 i˜Ê ˆŽiÊ >ÀŽŽÕ>ÊV>“iʜÕÌʜvÊ ˆÃÊVœ“vœÀÌ>LiÊi>ÀÞÊÀïÀi“i˜ÌÊÌœÊ œˆ˜Ê
««iʈ˜Ê>˜Õ>ÀÞÊ£™ÇÇ]Ê iÊ >`Ê œ«i`Ê̜ÊLœÜʜÕÌÊ}À>VivՏÞÊ>vÌiÀÊ>ÊviÜÊ Þi>ÀÃʜvÊ i«ˆ˜}ÊÌ iÊޜ՘}ÊVœ“«>˜ÞÊ}ÀœÜÊÜˆÌ Ê ˆÃÊÃii`ʓœ˜iÞ]ʓ>˜>}iÀˆ>Ê iÝ«iÀˆi˜Vi]Ê>˜`ʈ˜`ÕÃÌÀÞÊVœ˜Ì>VÌðÊœÜiÛiÀ]ʈ˜Ê>ÊVœÀ«œÀ>ÌiÊ«œÜiÀÊà ˆvÌʈ˜Ê >ÀV Ê£™n£]Ê >ÀŽŽÕ>ÊÀiÕVÌ>˜ÌÞÊ>ÃÃՓi`ÊÌ iÊÀœiʜvÊ«ÀiÈ`i˜ÌÊvÀœ“ÊÌ iÊ wÀÃÌʓ>˜ÊÌœÊ œ`ÊÌ >ÌÊ«œÃˆÌˆœ˜]Ê ˆŽiÊ-VœÌÌ]Ê>˜`ÊœLÃÊ̜œŽÊ >ÀŽŽÕ>½ÃÊ«>ViÊ >ÃÊV >ˆÀ“>˜ÊœvÊÌ iÊLœ>À`ʜvÊ`ˆÀiV̜ÀÃ°Ê >ÀŽŽÕ>ÊÜ>ÃÊL>VŽÊˆ˜ÊÌ iÊÌ ˆVŽÊœvÊ ˆÌ]ÊLÕÌʜ˜ÞÊÌi“«œÀ>ÀˆÞ° / iÊ Ãi>ÀV Ê vœÀÊ >Ê ˜iÜÊ V ˆivÊ iÝiVṎÛiÊ œvvˆViÀÊ Li}>˜Ê Among the people approached to ˜œÌÊ œ˜}Ê >vÌiÀÊ >ÀŽŽÕ>Ê Ü>ÃÊ become Apple’s CEO was Admiral Ì ÀÕÃÌÊ ˆ˜ÌœÊ Ì iÊ «ÀiÈ`i˜VÞÊ >ÌÊ Bobby Ray Inman, deputy director
««i°Ê œLÃÊ Ü>˜Ìi`Ê Ãœ“iœ˜i]Ê of the CIA until June 1982. But ՘ˆŽiÊ -VœÌÌ]Ê Ü œ“Ê iÊ VœÕ`Ê Inman rightly concluded, “They “>˜ˆ«Õ>Ìi]Ê >˜`Ê Ì iÊ Lœ>À`Ê needed someone with a marketing œ«i`Ê ÌœÊ w˜`Ê >˜Ê iÝ«iÀˆi˜Vi`Ê background and I didn’t have it.” iÝiVṎÛiÊ Ü œÊ VœÕ`Ê “>˜>}iÊ
««i½ÃÊ « i˜œ“i˜>Ê }ÀœÜÌ °Ê
««iÊ ÌÀˆi`Ê Õ˜ÃÕVViÃÃvՏÞÊ ÌœÊ “Think of Silicon Valley as ÀiVÀՈÌÊ œ˜Ê ÃÌÀˆ`}i]ÊÌ iʏi>`iÀÊ Florence in the Renaissance. It’s œvÊ Ì iÊ Ìi>“Ê Ì >ÌÊ Àii>Ãi`Ê Ì iÊ the place where anybody who is  Ê* ʜ˜Ê
Õ}ÕÃÌÊ£Ó]Ê£™n£°Ê excited about doing something
ÃÊ  ½ÃÊ 6*Ê œvÊ ÜœÀ`܈`iÊ to change the world wants to “>˜Õv>VÌÕÀˆ˜}]Ê ÃÌÀˆ`}iÊ Ü>ÃÊ be.” “>Žˆ˜}Ê fÓxä]äääÊ >Ê Þi>ÀÊ ˆ˜Ê Heidrick & Struggles headhunter John Sculley came to Apple from Pepsi, Ã>>ÀÞÊ >˜`Ê Lœ˜ÕÃiðÊ/œÊ i˜ÌˆViÊ Gerry Roche, urging Sculley to accept where he mastered marketing. ÃÌÀˆ`}iÊ̜ÊÃ܈ÌV ÊÌi>“Ã]Ê
««iÊ Apple’s offer œvviÀi`Ê ˆ“ÊVœ˜Ãˆ`iÀ>LÞʓœÀiÊ (Playboy, September 1987) “œ˜iÞÊ>˜`Ê>Ê}i˜iÀœÕÃÊL՘`iʜvÊÃ̜VŽÊœ«Ìˆœ˜Ã°Ê ÃÌÀˆ`}i]Ê œÜiÛiÀ]ÊÀi“>ˆ˜i`Ê ºÌÀÕiÊLÕi»Ê̜Ê Ê>˜`ÊÌÕÀ˜i`Ê`œÜ˜Ê
««i½ÃʏÕVÀ>̈ÛiʜvviÀ]ÊLÕÌÊ>˜œÌ iÀÊ V>˜`ˆ`>ÌiÊvœÕ˜`ÊÌ iÊ}œœ`ˆiÃÊ̜œÊÌi“«Ìˆ˜}Ê̜ʫ>ÃÃÊÕ«°Ê
««iÊw˜>ÞÊvœÕ˜`Ê Sculley was once married to the ˆÌÃʓ>˜Êˆ˜Êœ ˜Ê-VՏiÞ]ÊÌ iÊ ˆ} ÞÊÀi}>À`i`Ê«ÀiÈ`i˜ÌʜvÊ*i«Ãˆ‡ œ>Ê1-
]Ê stepdaughter of Pepsi’s chairman, Ì iÊLiÛiÀ>}iÊÃÕLÈ`ˆ>ÀÞʜvÊ*i«Ãˆ œ° Donald Kendall.

153 The Remarkable Rise and Fabulous Fall of John Sculley The Remarkable Rise and Fabulous Fall of John Sculley

“Do you want to spend the rest
vÌiÀÊ£nʓœ˜Ì ÃʜvÊܜœˆ˜}]Ê{{‡Þi>À‡œ`Ê-VՏiÞÊÜ>Ãʘ>“i`Ê«ÀiÈ`i˜ÌÊ of your life selling sugared water >˜`Ê "ʜvÊ
««iʜ˜Ê
«ÀˆÊn]Ê£™nΰÊ-VՏiÞʏˆŽiÃÊ̜ÊÌiÊ«iœ«iÊÌ >ÌÊÜ >ÌÊ or do you want a chance to >ÌÌÀ>VÌi`Ê ˆ“Ê̜Ê
««iÊÜ>ÃÊÌ iʈ˜ÌiiVÌÕ>ÊV >i˜}iʜvÊV >˜}ˆ˜}ÊÌ iÊܜÀ`]Ê change the world?” LÕÌÊܓiÌ ˆ˜}Ê>ÃÊL>˜>Ê>Ãʓœ˜iÞʓ>ÞÊ >ÛiÊ >`Ê>Ê̈˜ÞʏˆÌ̏iÊLˆÌÊ̜Ê`œÊÜˆÌ Ê Steve Jobs, trying to convince Sculley ˆÃÊ`iVˆÃˆœ˜ÊÌœÊ œ«ÊvÀœ“Êœ˜iÊVœ>ÃÌÊ̜ÊÌ iÊœÌ iÀ°Ê/œÊÕÀiÊ ˆ“Ê>Ü>ÞÊvÀœ“Ê to quit Pepsi and join Apple ˆÃÊfxää]äää‡>‡Þi>ÀʍœLÊ>ÌÊ*i«Ãˆ]Ê
««iʜvviÀi`Ê ˆ“Êf£Ê“ˆˆœ˜Êˆ˜Ê>˜˜Õ>Ê (Odyssey, p. 90) «>ÞÊ­ >vÊÃ>>ÀÞ]Ê >vÊLœ˜Õî]Ê>Êf£Ê“ˆˆœ˜ÊÈ}˜ˆ˜}ÊLœ˜ÕÃ]Ê>Êf£Ê“ˆˆœ˜Ê }œ`i˜Ê«>À>V ÕÌiÊV>ÕÃi]ʜ«Ìˆœ˜Ãʜ˜ÊÎxä]äääÊà >ÀiÃʜvÊ
««iÊÃ̜VŽ]Ê>˜`Ê Ì iÊ`ˆvviÀi˜Viʈ˜ÊVœÃÌÊ̜ÊLÕÞÊ>Ê œ“iʈ˜Ê >ˆvœÀ˜ˆ>ÊiµÕˆÛ>i˜ÌÊ̜ÊÌ iʜ˜iÊ iÊ œÜ˜i`ʈ˜Ê œ˜˜iV̈VÕÌ° When he moved to California in 1983, œÀÊ>ÊÜ ˆi]ÊÌ ˆ˜}ÃÊÜiÀiÊ}œˆ˜}Ê}Ài>ÌÊvœÀÊ-VՏiÞ°ÊiÊ}œÌʜ˜ÊLœ>À`ʍÕÃÌÊ Sculley purchased a $1.9 million, ˆ˜Ê̈“iÊ̜ÊÀˆ`iÊÌ iÊiÕ« œÀˆVÊÜ>ÛiÊÌ >ÌÊÜ>ÃÊÌ iÊ >Vˆ˜ÌœÃ ʈ˜ÌÀœ`ÕV̈œ˜]Ê>˜`Ê 63-year-old, five-bedroom English iÊ}œÌÊ>œ˜}Êv>“œÕÏÞÊÜˆÌ ÊœLÃ]ʘœÊÓ>Ê>VVœ“«ˆÃ “i˜Ì°Ê-VՏiÞÊ>˜`Ê Tudor house at 1224 Cañada Road œLÃÊà >Ài`Ê>ÊÃޓLˆœÌˆVÊ«ÀœviÃȜ˜>ÊÀi>̈œ˜Ã ˆ«°Ê-VՏiÞÊۈiÜi`Ê ˆ“ÃivÊ in the tony community of Woodside. >ÃÊœLýʓ>ÀŽï˜}Ê>˜`ʓ>˜>}i“i˜Ìʓi˜ÌœÀ]ÊÜ iÀi>ÃÊœLÃÊÜ>ÃÊ-VՏiÞ½ÃÊ Sculley renamed it the Blackburn ÌiV ˜œœ}ÞÊÌÕ̜À°Ê ÕÀˆ˜}ÊÌ iÊ}œœ`Ê̈“iÃʜvÊ£™nÎÊ>˜`Ê£™n{]ÊÌ iÊÌܜÊÜiÀiÊ Valley Morgan compound, Blackburn ˆ˜Ãi«>À>Li]ʜvÌi˜ÊÀiviÀÀi`Ê̜Ê>Ãʺ/ iÊ Þ˜>“ˆVÊ Õœ»Êˆ˜ÊÌ iÊLÕȘiÃÃÊ«ÀiÃÃ°Ê being a Sculley family name and ÕÌÊÌ iÊ}œœ`Ê̈“iÃÊ`ˆ`˜½Ìʏ>ÃÌ° Morgan the type of horse his third wife -VՏiÞʓ>`iÊ>ʘ>“iÊvœÀÊ ˆ“ÃivÊ>ÌÊ*i«Ãˆ‡ œ>Ê1-
ÊLÞÊVœ“ˆ˜}ÊÕ«ÊÜˆÌ Ê Leezy (Lee Adams) liked to raise. Ì iÊ܈`ÞÊÃÕVViÃÃvՏʺ*i«ÃˆÊ >i˜}i]»Êˆ˜ÊÜ ˆV ÊLˆ˜`vœ`i`ÊVœ˜ÃՓiÀÃÊ «ÀœviÃÃi`ÊÌ iˆÀÊ«ÀiviÀi˜ViÊvœÀÊ*i«ÃˆÊœÛiÀÊ œV>‡ œ>°ÊˆÃÊÀi«ÕÌ>̈œ˜Ê>ÃÊ>Ê “>ÃÌiÀʜvÊiÛi˜Ìʓ>ÀŽï˜}ÊÜ>ÃÊi˜ >˜Vi`ÊÜˆÌ ÊÌ iÊVÀˆÌˆV>Ê>VV>ˆ“ʏ>ۈà i`Ê œ˜Ê
««i½ÃÊ£™n{ÊVœ““iÀVˆ>]ÊÜ ˆV Ê>ˆÀi`Ê`ÕÀˆ˜}Ê-Õ«iÀÊ œÜÊ86Ê­ÃiiÊ º/ iÊÀi>ÌiÃÌÊ œ““iÀVˆ>Ê/ >ÌÊ
“œÃÌÊ iÛiÀÊ
ˆÀi`»®°Ê
vÌiÀÊÌ iʓi`ˆ>Ê vÀi˜âÞÊÃÕÀÀœÕ˜`ˆ˜}ÊÌ iÊ >V½Ãʈ˜ÌÀœ`ÕV̈œ˜ÊLi}>˜Ê̜Êv>`i]ÊÀi>ˆÌÞÊÃiÌʈ˜Ê>ÌÊ
««i°Ê
vÌiÀÊëi˜`ˆ˜}Êf£xʓˆˆœ˜Êœ˜Ê>Ê£ää‡`>ÞÊ>`ÛiÀ̈Ș}ÊLˆÌâ]Ê >VÊÃ>iÃÊ Ì>«iÀi`ʜvvÊ`À>“>̈V>ÞÊ̜ÊÀœÕ} ÞÊÓä]äääÊ՘ˆÌÃÊ>ʓœ˜Ì °Ê

“Some naysayers claim the partnership will never last—that intense, mercurial Jobs, who owns nearly 12 percent of Apple stock (worth almost $200 million at current prices), will drive intense, focused Sculley back East.” (Fortune, February 20, 1984)

“Apple has one leader, Steve and me.” John Sculley, at a private dinner “The Dynamic Duo,” Steve Jobs and John Sculley, at the Mac’s introduction in celebrating his first year at Apple 1984. Their smiles would soon turn to frowns as Mac sales dropped off.

154 155 Windows: What Went Wrong?

Windows: What Went Wrong?

ˆVÀœÃœvÌÊ>˜`ʈÌÃÊLœÞˆÃ ]ʓՏ̈Lˆˆœ˜>ˆÀiÊV >ˆÀ“>˜]Ê7ˆˆ>“Êi˜ÀÞÊ>ÌiÃÊ ]Ê>ÀiʓÕV ʓ>ˆ}˜i`ʈ˜ÊÌ iÊ >Vˆ˜ÌœÃ ÊVœ““Õ˜ˆÌÞ°Ê >˜ÞÊ >VÊv>˜>̈VÃÊ ÛˆiÜÊ>ÌiÃÊ>ÃÊÌ iÊ
˜ÌˆV ÀˆÃÌ]ÊÃÌÕvw˜}ʈ˜viÀˆœÀÊ«Àœ`ÕVÌÃÊ`œÜ˜ÊÌ iÊÌ Àœ>ÌÃʜvÊ Ì iÊܜÀ`½ÃÊVœ“«ÕÌiÀÊÕÃiÀÃʈ˜Ê>˜Ê>‡œÕÌÊivvœÀÌÊ̜ÊÀՏiÊÌ iʈ˜`ÕÃÌÀÞÊ>˜`ÊVÀÕÃ Ê Ì iÊ >V°Ê-ÕÀi]Ê>ÌiÃÊÜ>˜ÌÃʈÌÊ>Ê­ iÊ>Ài>`ÞÊ >ÃÊ>Ê`>À˜ÊLˆ}ÊV ՘ŽÊœvʈ̮]ÊLÕÌÊ iʈÃÊ>L܏ÕÌiÞʘœÌÊ>Ê >VÊ >ÌiÀ°Ê˜Êv>VÌ]Ê i½ÃÊ«ÀœL>LÞÊÌ iÊLˆ}}iÃÌÊv>˜ÊœvÊ Ì iÊ >Vˆ˜ÌœÃ ÊÜ>ÞʜvÊVœ“«Ṏ˜}°Ê>ÌiýÊÌÀ>˜ÃvœÀ“>̈œ˜ÊvÀœ“ÊLi˜iۜi˜ÌÊ Vœ‡Vœ˜Ã«ˆÀ>̜ÀÊ̜ÊÀiۈi`ÊVœ“«ï̜À]Ê>˜`Ê œÜÊ
««iʈÌÃivʈÃÊÀi>ÞÊ̜ÊL>“iÊ vœÀÊÌ iÊÃÕVViÃÃʜvÊ7ˆ˜`œÜÃ]ʈÃÊ>Êv>ÃVˆ˜>̈˜}ÊÌ>i° >ÀÞʈ˜ÊÌ iʏˆviʜvÊÌ iÊ >Vˆ˜ÌœÃ Ê«ÀœiVÌ]Ê-ÌiÛiÊœLÃÊÀi>ˆâi`ÊÌ >ÌÊÌ iÊ >VÊܜՏ`ʘii`Ê>ÊvՏÊVœ“«i“i˜ÌʜvÊÕÃivՏʫÀœ}À>“ÃÊ̜ÊLiÊÃÕVViÃÃvՏ°Ê/ iÊ “œÃÌʈ“«œÀÌ>˜ÌÊÌ ˆÀ`‡«>ÀÌÞÊ`iÛiœ«iÀÊÌ i˜p>ÃʘœÜpÜ>ÃÊ ˆVÀœÃœvÌ]ÊÜ ˆV Ê «Àœ`ÕVi`ʘœÌʜ˜ÞÊ>««ˆV>̈œ˜Ã]ÊLÕÌÊ>ÃœÊÌ iÊ
- Ê«Àœ}À>““ˆ˜}ʏ>˜}Õ>}iÊ Ì >ÌÊ >`Ê«ÀœÛi`ʈ˜ÃÌÀՓi˜Ì>Ê̜ÊÌ iÊÃÕVViÃÃʜvÊÌ iÊ
««iÊ°ÊœLÃÊÜ>˜Ìi`Ê ˆVÀœÃœv̽ÃÊÃÕ««œÀÌ]ÊLÕÌÊÃÕëiVÌi`ÊÌ >ÌÊ ˆVÀœÃœvÌÊܜՏ`ÊÌ>ŽiÊÜ >ÌʈÌʏi>À˜i`Ê ÜÀˆÌˆ˜}Ê >VÊÜvÌÜ>ÀiÊ̜ÊÜÀˆÌiÊȓˆ>ÀÊ>««ˆV>̈œ˜ÃÊÌ >ÌÊܜՏ`ÊÀ՘ʜ˜Ê Ê * ðÊœLýÊvi>ÀʜvÊ ˆVÀœÃœvÌÊÜ>ÃÊÜiÊvœÕ˜`i`ÊLÕÌʓˆÃ`ˆÀiVÌi`°Ê"˜Ê>˜Õ>ÀÞÊ ÓÓ]Ê£™nÓ]ÊœLÃÊvœÀVi`Ê>ÌiÃÊ̜Ê>}ÀiiÊÌ >ÌÊ ˆVÀœÃœvÌÊܜՏ`ʘœÌʺ՘`iÀÌ>ŽiÊ ˆ˜Ê >˜ÞÊ Ü>ÞÊ ÌœÊ Ãi]Ê i>Ãi]ʏˆVi˜Ãi]Ê «ÕLˆÃ Ê œÀÊ œÌ iÀ܈ÃiÊ `ˆÃÌÀˆLÕÌio>˜ÞÊ w˜>˜Vˆ>Ê“œ`iˆ˜}]ÊLÕȘiÃÃÊ}À>« ˆVÃʜÀÊ`>Ì>ÊL>ÃiÊ«Àœ}À>“ÊÜ ˆV ÊṎˆâiÃÊ >ʓœÕÃiʜÀÊÌÀ>VŽˆ˜}ÊL>ÊvœÀÊ>˜ÞÊVœ“«ÕÌiÀʘœÌʓ>˜Õv>VÌÕÀi`ÊLÞÊ
««i°»Ê 1˜LiˆiÛ>LÞ]ʘœÌ ˆ˜}ʈ˜ÊÌ iÊ>}Àii“i˜ÌÊ«ÀiVÕ`i`Ê ˆVÀœÃœvÌÊvÀœ“ÊÜÀˆÌˆ˜}Ê >˜Êœ«iÀ>̈˜}ÊÃÞÃÌi“ÊÌ >ÌÊܜՏ`ÊVœ“«iÌiÊÜˆÌ ÊÌ iÊ >V°Ê/ >ÌÊܜՏ`Ê«ÀœÛiÊ ÌœÊLiÊ>Ê`ˆÃ>ÃÌÀœÕÃʜÛiÀÈ} Ì° Courtesy of Microsoft Corp.

Bill Gates dictated that Apple kill MacBASIC, which he later called “one of the stupidest deals…ever.” Negotiating a Windows license brought redemption.

169 Windows: What Went Wrong? Windows: What Went Wrong?

At Microsoft, Jeff Harbors gave the ˜Ê ÀiÌÕÀ˜Ê vœÀÊ >ÌiÃ½Ê «Àœ“ˆÃiÊ ÌœÊ `iÛiœ«Ê “œÕÃi‡L>Ãi`Ê >««ˆV>̈œ˜ÃÊ Macintosh the code name Sand, in iÝVÕÈÛiÞÊvœÀÊÌ iÊ >VÊ՘̈Ê£Óʓœ˜Ì ÃÊ>vÌiÀʈÌÃʈ˜ÌÀœ`ÕV̈œ˜Ê­œÀÊ>˜Õ>ÀÞÊ reference to Steve Jobs’ grandiose £]Ê£™nÎ]ÊÜ ˆV iÛiÀÊV>“iÊwÀÃÌ®]ÊœLÃÊ«ÀœÛˆ`i`Ê ˆVÀœÃœvÌÊÜˆÌ Ê«ÀiVˆœÕÃÊ >VÊ vision of Apple’s Mac factory «ÀœÌœÌÞ«iðÊ/ÀÕiÊ ÌœÊ ˆÌÃÊ ÜœÀ`]Ê ˆVÀœÃœvÌÊLi}>˜Ê Ì iÊ “œÃÌÊ iÝÌi˜ÃˆÛiÊ >VÊ consuming raw sand at one end of ÜvÌÜ>ÀiÊ`iÛiœ«“i˜ÌÊivvœÀÌʜÕÌÈ`iʜvÊ
««i]ÊLÕÌʈÌÊ>ÃœÊLi}>˜ÊܜÀŽÊœ˜Ê the highly automated line, turning it 7ˆ˜`œÜÃÊvœÀÊÌ iÊ Ê* Ê>˜`ʈÌÃÊVœ˜iðÊ>ÌiÃÊÜ>ÃÊȓ«ÞÊ i`}ˆ˜}Ê ˆÃÊ into silicon, and eventually churning LiÌðÊ
Ì œÕ} Ê iÊ >`Ê>“>ÃÃi`Ê>ÊvœÀÌ՘iÊÜˆÌ ÊÌ iÊVœ““>˜`‡ˆ˜iʈ˜ÌiÀv>ViÊ out finished computers at the other œvÊ -‡ "-]Ê i]ʏˆŽiÊœLÃ]ÊÀi>ˆâi`ÊÌ >ÌÊÌ iÊvÕÌÕÀiʜvÊÌ iʈ˜`ÕÃÌÀÞÊÜ>Ãʈ˜Ê end. Serendipitously, the code name }À>« ˆV>ÊÕÃiÀʈ˜ÌiÀv>ViðÊ-ˆ˜ViÊ
««iÊÜ>ÃÊÜÀˆÌˆ˜}ʈÌÃÊœÜ˜Ê >Vʜ«iÀ>̈˜}Ê also stood for Steve’s Amazing New ÃÞÃÌi“]Ê>ÌiÃÊÜ>˜Ìi`Ê̜ʓ>ŽiÊÃÕÀiÊ ˆVÀœÃœvÌÊ}œÌÊ>Ê«ˆiViʜvÊÌ iÊ>V̈œ˜Êœ˜Ê Device. Ì iÊ* °ÊœÀÊ ˆÃÊ«>ÀÌ]ÊœLÃÊ`œÕLi‡VÀœÃÃi`Ê>ÌiÃÊLÞʈ˜ÃÌÀÕV̈˜}Ê«Àœ}À>““iÀÊ œ˜˜Ê i˜“>˜Ê̜ÊLi}ˆ˜ÊܜÀŽÊœ˜Ê
««i½ÃʜܘʫÀœ}À>““ˆ˜}ʏ>˜}Õ>}iÊV>i`Ê >V
- ]ÊÜ ˆV ÊÜ>ÃʜÀˆ}ˆ˜>ÞÊÃV i`Տi`Ê̜Êà ˆ«Êˆ˜ÊÌ iÊÃiVœ˜`ʵÕ>ÀÌiÀÊ œvÊ£™n{ÊvœÀÊf™™° “I don’t know what is going >}iÀÊ ÌœÊ ÃÌi>Ê œLÃ½Ê Ì Õ˜`iÀ]Ê >ÌiÃÊ >˜˜œÕ˜Vi`Ê 7ˆ˜`œÜÃÊ >ÌÊ Ì iÊ to happen to Windows, or to i“ÏiÞÊ*>>ViÊœÌiÊˆ˜Ê iÜÊ9œÀŽÊœ˜Ê œÛi“LiÀÊ£ä]Ê£™nÎ]Ê>˜`Ê«Ài`ˆVÌi`Ê VisiOn, but IBM’s windowing Ì >ÌÊLÞÊÌ iÊi˜`ʜvÊ£™n{]Ê7ˆ˜`œÜÃÊܜՏ`ÊLiÊÕÃi`ʜ˜Ê“œÀiÊÌ >˜Ê™äÊ«iÀVi˜ÌÊ package will be the standard. œvÊ>Ê Ê* ‡Vœ“«>̈LiÊVœ“«ÕÌiÀðÊÕÃÌÊ>ÊviÜʓœ˜Ì Ãʏ>ÌiÀ]ÊÜ i˜Ê
««iÊ We hear it is not that great, but it ˆ˜ÌÀœ`ÕVi`ÊÌ iÊ >V]Ê>ÌiÃÊÃ̜œ`Ê«ÀœÕ`ÞÊ>ÃÊ>ÊÃÌ>՘V ÊÃÕ««œÀÌiÀʜvÊÌ iÊ will be the standard.” Õ«iÀ̈˜œÊÕ«ÃÌ>ÀÌÃÊ>˜`Ê>˜˜œÕ˜Vi`ÊÌ iʈ““i`ˆ>ÌiÊ>Û>ˆ>LˆˆÌÞʜvÊ ÕÌˆ«>˜Ê Steve Jobs, >˜`Ê ˆVÀœÃœvÌÊ
- °Ê ˆVÀœÃœvÌÊ >`ʈ˜ÛiÃÌi`Ê i>ۈÞʈ˜ÊˆÌÃÊ >VÊÜvÌÜ>ÀiÊ betting on the wrong horse `ˆÛˆÃˆœ˜Ê>˜`ÊÜ>ÃÊi>}iÀÊ̜ÊÀi>«ÊÌ iÊÀiÜ>À`ÃʜvÊLiˆ˜}ÊÌ iÊwÀÃÌÊ̜ʓ>ÀŽiÌÊÜˆÌ Ê (Personal Computing, April 1984) “>˜ÞʜvÊÌ iʓ>œÀÊ>««ˆV>̈œ˜ÃÊÌ >ÌÊܜՏ`ÊvœœÜʈ˜ÊÌ iʓœ˜Ì ÃÊ> i>`°Ê 1˜vœÀÌ՘>ÌiÞ]Ê>ÌiÃÊÀÕà i`Ê ˆVÀœÃœvÌÊ
- Ê̜ÊVœ“«ïœ˜]Ê>˜`ÊLÞʓœÃÌÊ >VVœÕ˜ÌÃʈÌÊÜ>ÃÊ>Ê`œ}ÊÌ >ÌÊ`ˆ`˜½ÌÊiÛi˜ÊÌ>ŽiÊ>`Û>˜Ì>}iʜvʓ>˜ÞʜvÊÌ iÊ >V½ÃÊ Õ˜ˆµÕiÊ vi>ÌÕÀiÃ]Ê ÃÕV Ê >ÃÊ Ì iÊ «œÜiÀvՏÊ/œœLœÝÊ ÀœṎ˜iðÊ
VVœÀ`ˆ˜}Ê ÌœÊ i˜“>˜]ʈÌÊÜ>Ãʺ>ÊÀi>ÞÊVÀ>««Þ]ÊϜÜʈ“«i“i˜Ì>̈œ˜]»ÊÃœÊ iÊviÌÊVœ˜w`i˜ÌÊ Ì >ÌÊ iÊ >`Ê̈“iÊ̜ʫiÀviVÌÊ >V
- ]ÊÜ ˆV ÊÜ>ÃÊ܈`iÞÊ>Û>ˆ>Liʈ˜Ê>ÊLiÌ>Ê ÛiÀȜ˜Ê>˜`ÊÀiViˆÛˆ˜}ÊÛiÀÞÊv>ۜÀ>LiÊÀi뜘Ãið 7 i˜Ê
««i½ÃʏˆVi˜ÃiÊvÀœ“Ê ˆVÀœÃœvÌÊvœÀÊ
««iÜvÌÊ
- ÊV>“iÊÕ«Ê vœÀÊÀi˜iÜ>Êˆ˜Ê
Õ}ÕÃÌÊ£™nx]ÊÌ iÊ
««iÊʏˆ˜iÊÜ>ÃÊÃ̈ÊÌ iÊVœ“«>˜Þ½ÃÊV>Ã Ê VœÜÊ>˜`Ê
- ÊÜ>ÃÊ>L܏ÕÌiÞÊVÀÕVˆ>Ê̜ÊÌ iÊÛi˜iÀ>LiÊ
««iÊ°Ê>ˆˆ˜}ÊÌœÊ }À>ëÊÌ iÊv>VÌÊÌ >ÌÊ iÊ >`ÊÌ iÊLœÞÃÊvÀœ“Ê Õ«iÀ̈˜œÊœÛiÀÊ>ÊL>ÀÀiÊ>˜`ÊÜ>Ãʈ˜Ê >Ê«œÃˆÌˆœ˜Ê̜ÊiÝÌÀ>VÌÊ`>“˜Ê˜i>ÀÊ>˜ÞÌ ˆ˜}Ê iÊÜ>˜Ìi`Ê>ÌÊÌ iʘi}œÌˆ>̈˜}ÊÌ>Li]Ê >ÌiÃÊȓ«ÞÊ`i“>˜`i`ÊÌ >ÌÊ
««iÊ >ÌÊ`iÛiœ«“i˜ÌʜvÊ >V
- °Ê
vÌiÀÊ >Êv>ˆÀÊ>“œÕ˜ÌʜvÊ Õvw˜}Ê>˜`Ê«Õvw˜}]Ê
««iÊV>Ûi`ʈ˜]ÊVœÀÀiV̏ÞÊÀi>ܘˆ˜}Ê Ì >ÌÊÌ iÊ >VÊÜ>ÃÊ`iÈ}˜i`Ê>ÃÊ>˜Êˆ˜vœÀ“>̈œ˜Ê>««ˆ>˜ViÊvœÀÊÜ ˆV Ê>Ê œLLވÃÌÊ «Àœ}À>““ˆ˜}ʏ>˜}Õ>}iÊÜ>ÃÊ >À`ÞÊ>ʘiViÃÈÌÞ°Ê-œÊ
««iÊ}œÌʜvvÊi>ÃÞÊLÞÊ >}Àiiˆ˜}Ê̜ʎˆÊ >V
- °Ê˜ÊiÝV >˜}i]ʈÌÊ}œÌÊ>ʘiÜʏi>Ãiʜ˜ÊˆviÊvœÀÊÌ iÊ
««iÊÊ>˜`ÊÌ iÊVœ“«>˜Þ°Ê ˆVÀœÃœvÌÊ
- ʘiÛiÀÊÃiÌÊÌ iÊܜÀ`ʜ˜ÊwÀiÊ­ˆ˜Ê v>VÌ]ʈÌÊÜ>ÃÊiÛi˜ÌÕ>ÞÊÜˆÌ `À>ܘʈ˜Ê`ˆÃ}À>Vi®]ÊLÕÌÊÌ iÊ
««iÊÊVœ˜Ìˆ˜Õi`Ê ÌœÊVœ˜ÌÀˆLÕÌiÊÈ}˜ˆwV>˜ÌÞÊ̜Ê
««i½ÃÊLœÌ̜“ʏˆ˜iÊvœÀÊÞi>ÀÃÊ̜ÊVœ“i°Ê>ÌiÃÊ ÜœÕ`ʏ>ÌiÀÊÀi>ˆâiÊÌ iÊiÀÀœÀʜvÊ ˆÃÊÜ>ÞÃÊ>˜`ÊÀiviÀÊ̜ÊÌ iÊÜ œiÊi«ˆÃœ`iÊ>ÃÊ ºœ˜iʜvÊÌ iÊÃÌÕ«ˆ`iÃÌÊ`i>ÃÊÊ >ÛiÊiÛiÀÊ`œ˜i°»Ê>ÌiÃÊܜՏ`Êܜ˜ÊÀi`ii“Ê ˆ“ÃivÊLÞʜLÌ>ˆ˜ˆ˜}ÊVœ˜ViÃȜ˜ÃÊvÀœ“Ê
««iÊÌ >ÌÊܜՏ`Êi˜ÃÕÀiÊ ˆVÀœÃœv̽ÃÊ `œ“ˆ˜>̈œ˜ÊœvÊÌ iʈ˜`ÕÃÌÀÞÊvœÀÊ`iV>`ið

170 171 The Fallen Apple

The Fallen Apple

˜Ê“>˜ÞÊÜ>ÞÃ]ÊÌ iÊÃ̜ÀÞʜvÊ iÜ̜˜ÊˆÃÊÛiÀÞÊȓˆ>ÀÊ̜ÊÌ >ÌʜvÊ >Vˆ˜ÌœÃ °Ê “In five years or less, computers ˆŽiÊÌ iÊ >VÊLivœÀiʈÌ]ÊÌ iÊ iÜ̜˜ÊÜ>ÃÊVÀi>Ìi`ʏ>À}iÞÊ̜ÊÃ>̈ÃvÞÊÌ iÊ`iÈÀiÊ will probably be capable of œvʈÌÃÊ`iÈ}˜iÀÃÊ̜ʜܘÊ>ÊÀiۜṎœ˜>ÀÞÊ`iۈViÊÌ >Ìʜ˜ÞÊÌ iÞÊVœÕ`ÊVœ˜ViˆÛi°Ê recognizing handwriting. We
ÃÊÜˆÌ ÊÌ iÊ >V]Ê iÜ̜˜Ê`iÛiœ«“i˜ÌÊLi}>˜Ê>ÃÊ>ÊÓ>]ʈ‡`iw˜i`Ê«ÀœiVÌÊ will have taken one step forward >˜`Ê }ÀiÜÊ ˆ˜ÌœÊ >Ê `ˆÛˆÃˆœ˜Ê Ì >ÌÊ Ãœ“iÊ œ«i`p>˜`Ê “>˜ÞÊ vi>Ài`pܜՏ`Ê in understanding the mystery V >˜}iÊÌ iÊv>ViʜvÊ
««iÊvœÀiÛiÀ°Ê/ iÊ iÜ̜˜ÊÀiˆi`Ê i>ۈÞʜ˜Ê՘«ÀœÛi˜Ê of shapes recognition. No one ÌiV ˜œœ}ÞÊ>˜`ÊÜ>ÃÊÌ>À}iÌi`Ê>ÌʘiÜʓ>ÀŽiÌÃ]ʈ˜Ê“ÕV ÊÌ iÊÃ>“iÊÜ>ÞÊÌ >ÌÊ knows today what intellectual Ì iÊ >VÊ«œ«Õ>Àˆâi`ʓ>˜ÞÊVœ“«Ṏ˜}ʈ˜˜œÛ>̈œ˜Ãʈ˜Ê>˜ÊivvœÀÌÊ̜ÊLiVœ“iÊ operation or algorithm allows ºÌ iÊVœ“«ÕÌiÀÊvœÀÊÌ iÊÀiÃÌʜvÊÕð»Ê
˜`ʍÕÃÌÊ>ÃÊ`iVˆ˜ˆ˜}Ê >VÊÃ>iÃÊ«>Þi`Ê us to reliably recognize a face, >Ê«>ÀÌʈ˜Ê-ÌiÛiÊœLýʜÕÃÌiÀ]ÊÜÊ`ˆ`Ê`ˆÃ>««œˆ˜Ìˆ˜}ʓ>ÀŽiÌÊÀi>V̈œ˜Ê̜ÊÌ iÊ a voice, someone’s handwriting. iÜ̜˜Ê i«ÊÃi>Êœ ˜Ê-VՏiÞ½ÃÊv>Ìi°Ê*ÀœÛˆ˜}ÊÌ >ÌʈÌÊv>ˆi`Ê̜ʏi>À˜ÊvÀœ“ÊÌ iÊ There are complex shapes that >VÊiÝ«iÀˆi˜Vi]Ê
««iÊÜ>ÃÊϜÜÊ̜Ê>``ÀiÃÃÊ iÜ̜˜½Ãʈ˜ˆÌˆ>Êà œÀÌVœ“ˆ˜}Ã]Ê we can describe fairly completely >œÜˆ˜}ÊVœ“«ï̜ÀýÊ`iÀˆÛ>̈ÛiÊ`iۈViÃÊ̜Ê`œ“ˆ˜>ÌiÊÌ iÊ«iÀܘ>Ê`ˆ}ˆÌ>Ê but without being able to >ÃÈÃÌ>˜ÌÊ­*
®Ê“>ÀŽiÌʈÌÊ >`ÊVÀi>Ìi`Ê>˜`ÊՏ̈“>ÌiÞÊvœÀVˆ˜}Ê>ÊÜi>Ži˜i`Ê recognize them definitely.”
««iÊ̜Ê`ˆÃVœ˜Ìˆ˜ÕiÊ iÜ̜˜Êˆ˜Ê`ˆÃ}À>Vi° Senior VP of R&D ÕÃÌÊ>ÃÊÌ iÊ >Vˆ˜ÌœÃ ÊÃÌ>ÀÌi`ÊÜˆÌ Êœ˜iʓ>˜]ÊivÊ,>Έ˜]ÊÌ iÊ iÜ̜˜Ê Jean-Louis Gassée, writing in 1985 Ü>ÃÊÌ iÊLÀ>ˆ˜V ˆ`ʜvÊ >À`Ü>ÀiÊi˜}ˆ˜iiÀÊ-ÌiÛiÊ->Žœ“>˜°Ê
vÌiÀÊ i«ˆ˜}ÊVÀi>ÌiÊ >˜`ʏ>՘V ÊÌ iÊ >VÊ*ÕÃ]Ê >VÊ- ]Ê>˜`Ê >VÊ]ÊLÞÊ >ÀV Ê£™nÇÊ->Žœ“>˜Ê Ü>ÃÊviiˆ˜}Ê>ÊLˆÌÊLÕÀ˜i`ʜÕÌÊ>˜`ÊÜ>ÃÊi˜ÌiÀÌ>ˆ˜ˆ˜}ÊÌ iʈ`i>ʜvʏi>ۈ˜}Ê
««iÊ ÌœÊÃÌ>ÀÌÊ ˆÃʜܘÊVœ“«>˜Þ°ÊiÊÜ>˜Ìi`Ê̜Ê`œÊܓiÌ ˆ˜}ʘiÜÊ>˜`ÊiÝVˆÌˆ˜}]Ê ˜œÌÊV ÕÀ˜ÊœÕÌÊi˜`iÃÃÊÛ>Àˆ>̈œ˜ÃʜvÊÌ iÊ >Vˆ˜ÌœÃ °Ê7 i˜Ê iÊ`ˆÃVÕÃÃi`Ê ˆÃÊ «>˜ÃÊÜˆÌ ÊÃi˜ˆœÀÊ6*ʜvÊ,E Êi>˜‡œÕˆÃÊ>ÃÃji]Ê->Žœ“>˜ÊÜ>ÃÊi˜ÌˆVi`ÊÌœÊ ÃÌ>ÞÊ>ÌÊ
««iÊÜˆÌ ÊÌ iÊ«Àœ“ˆÃiÊÌ >ÌÊ iÊVœÕ`ÊÃÌ>ÀÌÊ>ÊÓ>ÊëiVˆ>Ê«ÀœiVÌÃÊ }ÀœÕ«ÊÀiÃi>ÀV ˆ˜}Ê܈ÀiiÃÃʘiÌܜÀŽˆ˜}Ê>˜`ÊVÕÀÈÛiÊ >˜`ÜÀˆÌˆ˜}ÊÀiVœ}˜ˆÌˆœ˜°Ê ->Žœ“>˜ÊÜ>Ãʈ˜ÌÀˆ}Õi`]ÊLÕÌʈ˜ÃˆÃÌi`ÊÌ >ÌÊ iÊܜՏ`Ê`œÊÜʜ˜ÞʈvÊ>ÃÃjiÊ «Àœ“ˆÃi`ÊÌ >ÌÊ ˆÃʺÎ՘ŽÊܜÀŽÃ»Ê ܜՏ`Ê ÀiÌ>ˆ˜Ê >Ê ÃÌ>ÀÌÕ«Ê “i˜Ì>ˆÌÞÊ vÀiiÊ vÀœ“ÊVœÀ«œÀ>Ìiʈ˜ÌiÀviÀi˜ViÊ>˜`ʓ>ÀŽï˜}½Ãʓi``ˆ˜}°Ê>ÃÃjiÊ>}Àii`]Ê>˜`Ê ->Žœ“>˜ÊÃiÌʜÕÌÊ̜ʈ˜ÛiÃ̈}>ÌiÊÜ >ÌʈÌÊܜՏ`ÊÌ>ŽiÊ̜ÊVÀi>ÌiÊ>ʘiÜÊLÀii`ʜvÊ «i˜‡L>Ãi`]ʓœLˆi]Ê«iÀܘ>Êˆ˜vœÀ“>̈œ˜Ê`iۈVið ÛiÀÞÊ«ÀœiVÌÊ>ÌÊ
««iʘii`ÃÊ>ÊVœ`iʘ>“i]ÊÜÊ->Žœ“>˜ÊV œœÃiÊ iÜ̜˜Ê “I suspect Newton is used as a vœÀÊ ˆÃʘiÜÊ՘`iÀÌ>Žˆ˜}]ʈ˜Ê«>ÀÌÊLiV>ÕÃiÊÌ iʜÀˆ}ˆ˜>Ê
««iʏœ}œÊ`i«ˆVÌi`Ê name because the device can Ì iÊ£ÇÌ ‡Vi˜ÌÕÀÞÊ ˜}ˆÃ ÊÃVˆi˜ÌˆÃÌÊÈÌ̈˜}ÊLi˜i>Ì Ê>˜Ê>««iÊÌÀii]ÊLÕÌʓ>ˆ˜ÞÊ easily be dropped (and probably LiV>ÕÃiÊ iÊLiˆiÛi`ÊÌ >Ìʺ iÜ̜˜Êà œœŽÊÕ«Ê«iœ«i½Ãʈ`i>ÃÊ>LœÕÌÊÌ iÊÜ>ÞÊ as easily broken) thus confirming Ì ˆ˜}ÃÊ>Ài°»Ê->Žœ“>˜½ÃÊ«>˜ÊÜ>ÃÊ̜ÊVœ“iÊÕ«ÊÜˆÌ ÊܓiÌ ˆ˜}ÊÜÊÀ>`ˆV>ÞÊ certain precepts of gravitation `ˆvviÀi˜ÌÊ vÀœ“Ê «iÀܘ>Ê Vœ“«ÕÌiÀÃÊ Ì >ÌÊ ˆÌÊ ÜœÕ`Ê >ÛiÊ >Ê ÀiۜṎœ˜>ÀÞÊ developed by Isaac Newton.” ivviVÌʜ˜ÊÌ iʈ˜`ÕÃÌÀÞ]ʈ˜Ê“ÕV ÊÌ iÊÃ>“iÊÜ>ÞÊÌ >ÌÊÌ iÊ >Vˆ˜ÌœÃ ÊÀi`iw˜i`Ê Industry columnist John C. Dvorak Vœ“«Ṏ˜}ÊÌ ÀiiÊÞi>ÀÃÊ«ÀˆœÀ°Ê Þʏ>ÌiÊ£™nÇ]Ê->Žœ“>˜Ê >`ÊÃÌ>Ži`ʜÕÌÊ ˆÃÊÌÕÀvʈ˜Ê>˜Êœ`ÊV ˆ«ÊVœ“«>˜Þ½ÃÊ LՈ`ˆ˜}ʜ˜Ê ÕLLÊ,œ>`ʈ˜Ê Õ«iÀ̈˜œÊ>˜`Ê >`ÊLi}՘Ê>ÃÃi“Lˆ˜}Ê>ÊÓ>ÊÌi>“Ê œvÊi˜}ˆ˜iiÀðÊiÊØ>Ài`Ê ˆÃÊwÀÃÌÊÃÕ«iÀÃÌ>ÀÊi˜}ˆ˜iiÀÊÜ i˜Ê iÊVœ˜Ûˆ˜Vi`Ê-ÌiÛiÊ >««ÃÊ̜ÊÀiÌÕÀ˜Ê̜Ê
««iÊ>˜`ʍœˆ˜ÊÌ iʘ>ÃVi˜ÌÊ iÜ̜˜ÊÌi>“ÊÌ >ÌÊ œÛi“LiÀ°Ê / iÊ y>“LœÞ>˜ÌÊ >««Ã]Ê Ü œÊ v>ۜÀÃÊ Ã œÀÌÃÊ >˜`Ê V iVŽiÀLœ>À`‡«>ÌÌiÀ˜i`Ê 6>˜ÃÊÌi˜˜ˆÃÊà œiÃ]Ê >`ʏivÌÊ
««iʈ˜Ê£™nxÊ̜ÊLՈ`Ê ˆÃʜܘʓÕÈVÊÜvÌÜ>ÀiÊ

183 The Fallen Apple The Fallen Apple

As an Apple Fellow working in the Vœ“«>˜ÞÊ>˜`Ê >`ʍÕÃÌʈ˜Ûi˜Ìi`Ê Newton group, Steve Capps tooled Ì iÊ>“ˆ˜>̜À]ÊÌ iÊՏ̈“>ÌiÊ>ˆÀÊ around Cupertino in a red Honda }ՈÌ>ÀÉÃÞ˜Ì iÈâiÀ°Ê iÊ >`Ê Civic SI bearing the vanity plate VœÜÀˆÌÌi˜ÊÌ iÊ >V½Ãʈ˜`iÀÊÜˆÌ Ê “NOOTOON.” ÀÕViÊœÀ˜Ê>˜`ʎ˜iÜÊÜ >ÌʈÌÊ Ü>ÃʏˆŽiÊ̜ÊLiʈ˜ÛœÛi`ʈ˜ÊÌ iÊ ÃÌ>ÀÌÕ«Ê « >ÃiÊ œvÊ >Ê «Àœ“ˆÃˆ˜}Ê «ÀœiVÌ°Ê >««ÃÊ Ü>ÃÊ Vœ˜ViÀ˜i`Ê Ì >ÌÊÌ iÊ iÜ̜˜ÊܜՏ`Êi˜`ÊÕ«Ê ÕÃÌÊ >˜œÌ iÀÊ iÝ«i˜ÃˆÛiÊ ÞÕ««ˆiÊ

Courtesy of Microsoft Corp. and Michael Moore ̜Þ]ÊLÕÌÊ->Žœ“>˜Ê>ÃÃÕÀi`Ê ˆ“Ê Ì >ÌÊܜՏ`˜½ÌÊ >««i˜°Ê ->Žœ“>˜Ê œÀˆ}ˆ˜>ÞÊ i˜ÛˆÃˆœ˜i`Ê>ÊÓ>]ʏˆ} ÌÜiˆ} ÌÊ Vœ“«ÕÌiÀÊ >˜`Ê Vœ““Õ˜ˆV>̜ÀÊ Ì >ÌÊ œÀ}>˜ˆâi`Ê ˆ`i>ÃÊ >˜`Ê ˆ˜vœÀ“>̈œ˜Ê>ÌÊ>ÊVœÃÌʜvÊfÓ]{™x]Ê Steve Capps, a veteran of the original Ì iÊÃ>“iÊ>ÃÊ Ì iʜÀˆ}ˆ˜>Ê >V°Ê Mac team, was instrumental in the early 1˜i˜VՓLiÀi`ÊLÞʓ>˜>}i“i˜ÌÊ development of the Newton project. œÛiÀÈ} Ì]Ê Ì iÊ i˜}ˆ˜iiÀÃÊ Ži«ÌÊ Õ««ˆ˜}ÊÌ iÊ>˜Ìi]Ê>˜`Ê>ÃÊ >««ÃÊ vi>Ài`]ÊÌ iÊÀiÃՏ̈˜}Êvi>ÌÕÀiÊVÀii«ÊÌÕÀ˜i`ÊÌ iÊ«Àœ`ÕVÌʈ˜ÌœÊº>ʓœ˜ÃÌiÀʈ˜Ê >ÊLœÝ°»Ê/ iÊ iÜ̜˜Ê}ÀœÕ«ÊÜ>ÃÊ>˜Êi˜}ˆ˜iiÀ½ÃÊ`Ài>“\ÊޜÕÊVœÕ`ÊÀiÃi>ÀV Ê Ü >ÌiÛiÀÊޜÕÊÜ>˜Ìi`ÊÜˆÌ œÕÌÊ«ÀiÃÃÕÀiÊ̜ʫÀœ`ÕViÊ>˜Ê>VÌÕ>Ê«Àœ`ÕVÌÊÌ >ÌÊ “ˆ} ÌÊܓiÊ`>ÞÊÌÕÀ˜Ê>Ê«ÀœwÌ°ÊvÊ>ʘiÜÊÌiV ˜œœ}ÞÊÃii“i`ʏˆŽiʈÌÊÜ>ÃÊVœœ]Ê ˆÌÊvœÕ˜`ʈÌÃÊÜ>Þʈ˜ÌœÊÌ iÊëiVˆwV>̈œ˜°Ê/ iÊ`iۈViÊ}ÀiÜÊ̜Ê>ÊÏ>ÌiÊVœ`i‡ ˜>“i`ʈ}>Àœ]ÊÜ ˆV ʓi>ÃÕÀi`Ên°xÊLÞÊ££Êˆ˜V iÃ]Ê >`Ê>Ê̜ÕV ‡Ãi˜ÃˆÌˆÛi]Ê >V̈Ûi‡“>ÌÀˆÝÊÃVÀii˜]Ê>Ê«i˜ÊvœÀÊ >˜`ÜÀˆÌˆ˜}ÊÀiVœ}˜ˆÌˆœ˜Ê`>Ì>ʈ˜«ÕÌ]Ê>Ê >À`Ê `ˆÃŽ]Ê«ÕÃÊ>˜Êˆ˜vÀ>Ài`Ê«œÀÌÊvœÀÊLi>“ˆ˜}Ê`>Ì>Ê>VÀœÃÃÊÛ>ÃÌÊ`ˆÃÌ>˜ViÃ°Ê Ã̈“>Ìi`Ê VœÃÌ\ÊfÈ]äääÊ̜Êfn]äää°Ê ÞÊ£™n™]ÊÌ iÊ iÜ̜˜Ê}ÀœÕ«ÊÜ>ÃÊ}i˜iÀ>̈˜}ÊviÀ“i˜Ìʜ˜ÊÌ iÊ
««iÊ V>“«ÕðÊÕÃÌÊ>ÃÊÌ iÊ
««iÊÊ`ˆÛˆÃˆœ˜ÊÀiÃi˜Ìi`ÊÌ iÊVœ``ˆ˜}ʜvÊÌ iÊ >Vˆ˜ÌœÃ Ê `iÛiœ«“i˜ÌÊÌi>“ÊL>VŽÊÜ i˜ÊÌ iÊ
««iÊÊÜ>ÃÊV>ÀÀވ˜}ÊÌ iÊVœ“«>˜Þ]ʘœÜÊ ˆÌÊÜ>ÃÊÌ iÊ >VÊÌi>“ÊÌ >ÌÊviÌÊψ} Ìi`°Ê/ iÊ >VÊÜ>ÃÊ
««i½ÃÊLÀi>`Ê>˜`Ê LÕÌÌiÀ]ÊÞiÌÊÀiÜÕÀViÃÊÜiÀiÊLiˆ˜}Ê«œÕÀi`ʈ˜ÌœÊÌ iÊ iÜ̜˜ÊÌi>“]Ê>˜`ÊÌ iÞÊ >`ʏˆÌ̏iÊ̜Êà œÜÊvœÀʈ̰Ê/ iÊ iÜ̜˜½ÃÊÃiVÀiVÞÊVœ˜ÌÀˆLÕÌi`Ê̜ÊÌ iÊ«>À>˜œˆ>]Ê Ãˆ˜ViÊviÜʜÕÌÈ`iÊÌ iÊ}ÀœÕ«ÊÀi>ÞÊ՘`iÀÃ̜œ`ÊÜ >ÌÊÌ iÞÊÜiÀiÊܜÀŽˆ˜}ʜ˜°Ê ÀˆÌˆVÃÊvi>Ài`ÊÌ >ÌÊÌ iÊ iÜ̜˜ÊܜՏ`ÊVœ“«iÌiÊÜˆÌ ÊÌ iÊ >Vˆ˜ÌœÃ Ê*œÀÌ>Li]Ê Ü ˆV ÊÜ>ÃÊ̜ÊLiÊÀii>Ãi`ʜ˜Ê-i«Ìi“LiÀÊÓä]Ê£™n™°Ê
ÃÊv>ÀÊ>Ãʓ>˜ÞÊ«iœ«iÊ>ÌÊ
««iÊÜiÀiÊVœ˜ViÀ˜i`]ÊÌ iʈ}>ÀœÊ“œVŽ‡Õ«ÊVÀi>Ìi`ÊLÞʜÕÌÈ`iʈ˜`ÕÃÌÀˆ>Ê `iÈ}˜iÀʈœÀ}iÌ̜ʈÕ}ˆ>ÀœÊÜ>ÃʍÕÃÌÊ>Ê«œÀÌ>LiÊVœ“«ÕÌiÀÊÜˆÌ Ê>Ê«i˜ÊvœÀÊ >˜Êˆ˜«ÕÌÊ`iۈVi°Ê iëˆÌiÊ>ÃÃji½Ãʈ˜ˆÌˆ>Ê«Àœ“ˆÃiÃ]Ê->Žœ“>˜ÊvœÕ˜`Ê ˆ“ÃivÊ ˆ˜VÀi>Ș}ÞÊ >ۈ˜}Ê ÌœÊ `ivi˜`Ê iÜ̜˜Ê >ÌÊ Ì iÊ VœÀ«œÀ>ÌiÊ iÛi]Ê «ÀœL>LÞÊ LiV>ÕÃiÊ>ÃÃji½ÃÊÃÌ>ÀÊ >`ÊLi}՘Ê̜Êv>`i° >ÃÃjiÊ >`ÊLii˜Ê˜>“i`Ê«ÀiÈ`i˜ÌʜvÊ
««iÊ*Àœ`ÕVÌÃʈ˜Ê
Õ}ÕÃÌÊ£™nn]Ê «>Vˆ˜}Ê ˆ“Ê ÕÃÌÊ LiœÜÊ -VՏiÞÊ ˆ˜Ê Ì iÊ VœÀ«œÀ>ÌiÊ ˆiÀ>ÀV Þ°Ê7ˆÌ Ê Ì iˆÀÊ

184 185 What Jobs Did NeXT

What Jobs Did NeXT

vÌiÀÊLiˆ˜}ÊÃÌÀˆ««i`ʜvÊ>Êœ«iÀ>̈œ˜>ÊÀi뜘ÈLˆˆÌˆiÃʜ˜Ê >ÞÊΣ]Ê£™nx]Ê-ÌiÛiÊ œLÃÊ >`ʏˆÌ̏iÊ̜Ê`œÊ>ÌÊ
««i]ÊÃœÊ iÊLi}>˜ÊV>˜Û>ÃȘ}ÊÌ iÊVœÕ˜ÌÀÞ½ÃÊVœi}iÃÊ >Έ˜}ÊÌ i“Ê̜Ê`iÃVÀˆLiÊÌ iˆÀʈ`i>Ê՘ˆÛiÀÈÌÞÊVœ“«ÕÌiÀ°Ê˜Êi>ÀÞÊ-i«Ìi“LiÀ]Ê œLÃÊ >`ʏ՘V ÊÜˆÌ Ê*>ÕÊ iÀ}]Ê œLiÊ>ÕÀi>ÌiÊ>˜`Ê-Ì>˜vœÀ`Ê1˜ˆÛiÀÈÌÞÊ LˆœV i“ˆÃÌ°Ê7 i˜Ê iÀ}ÊVœ“«>ˆ˜i`ʜvÊÌ iÊ`ˆvwVՏÌÞʜvÊ«iÀvœÀ“ˆ˜}ʺÜi̇ >L»ÊÀiÃi>ÀV ʜ˜Ê}i˜iÊ돈Vˆ˜}]ÊœLÃÊÃÕ}}iÃÌi`ÊȓՏ>̈˜}ÊÌ iÊiÝ«iÀˆ“i˜ÌÃÊ œ˜Ê>ÊVœ“«ÕÌiÀ°Ê iÀ}ÊÜ>ÃÊÃÕ««œÃi`ÞÊÜÊi˜Ì ÕÈ>Ã̈VÊ>LœÕÌÊÌ iʈ`i>ÊÌ >ÌÊ œLÃÊviÌÊ iÊÜ>Ãʜ˜ÌœÊܓiÌ ˆ˜}ÊLˆ}°Ê7ˆÌ ˆ˜ÊÜiiŽÃ]ÊœLÃÊ`iVˆ`i`Ê̜ʏ>՘V Ê >ÊÃÌ>ÀÌÕ«ÊÜˆÌ ÊwÛiÊœÌ iÀÊ
««iÊi“«œÞiiÃ\Ê-ÕÃ>˜Ê >À˜iÃÊ­Ãi˜ˆœÀÊVœ˜ÌÀœiÀÊ vœÀÊ1°-°ÊÃ>iÃÊ>˜`ʓ>ÀŽï˜}®]ÊiœÀ}iÊ ÀœÜÊ­i˜}ˆ˜iiÀˆ˜}ʓ>˜>}iÀ®]Ê >˜½Ê i܈˜Ê­ ˆ} iÀÊi`ÕV>̈œ˜Ê“>ÀŽï˜}ʓ>˜>}iÀ®]Ê,ˆV Ê*>}iÊ­
««iÊiœÜ®]Ê >˜`ÊÕÞʺ Õ`»Ê/ÀˆLLiÊ­“>˜>}iÀʜvÊÜvÌÜ>ÀiÊi˜}ˆ˜iiÀˆ˜}®°Ê 7 i˜ÊœLÃÊ>˜˜œÕ˜Vi`Ê ˆÃÊ«>˜ÃÊ̜Ê
««i½ÃÊLœ>À`ʜvÊ`ˆÀiV̜ÀÃ]ʈÌʈ˜ˆÌˆ>ÞÊ “It is hard to think that a $2 iÝ«ÀiÃÃi`Ê>˜Êˆ˜ÌiÀiÃÌʈ˜Êˆ˜ÛiÃ̈˜}ʈ˜ÊÌ iʘiÜÊÛi˜ÌÕÀi]Ê iÝÌʘV°Ê­>ÌiÀÊV >˜}i`Ê billion company with 4,300-plus ÌœÊ i8/Ê œ“«ÕÌiÀ]ʘV°®]ÊLÕÌÊÌ iÊLœ>À`ÊÜi˜ÌÊL>ˆÃ̈VÊÜ i˜ÊœLÃÊÀiÛi>i`Ê people couldn’t compete with six Ì iʘ>“iÃʜvÊÌ iÊwÛiÊi“«œÞiiÃÊÜ œÊܜՏ`ÊLiʍœˆ˜ˆ˜}Ê ˆ“°ÊœLÃÊÀiÈ}˜i`Ê people in blue jeans.” >ÃÊ
««iÊV >ˆÀ“>˜]Ê>˜`Ê
««iÊÃÕi`Ê ˆ“ÊvœÀÊ`iÀiˆV̈œ˜ÊœvÊ`ṎiðÊ
««iÊ Steve Jobs, on Apple’s suit following iÛi˜ÌÕ>ÞÊ`Àœ««i`ÊÌ iÊÃՈÌʈ˜Ê>˜Õ>ÀÞÊ£™nÈ]ÊÜ i˜ÊœLÃÊ>}Àii`Ê̜Ê>ÊÈ݇ his resignation “œ˜Ì ʓœÀ>̜ÀˆÕ“Êœ˜Ê ˆÀˆ˜}Ê
««iÊi“«œÞiiÃ°Ê ÕÀˆœÕÏÞ]Ê
««iʈ˜ÃˆÃÌi`Ê (Newsweek, September 30, 1985) œ˜Ê>ʘœ˜‡Vœ“«iÌiÊV>ÕÃiÊÌ >ÌÊÀiµÕˆÀi`Ê>˜ÞÊVœ“«ÕÌiÀÃÊVÀi>Ìi`ÊLÞÊœLýʘiÜÊ Vœ“«>˜ÞÊ̜ÊLiʓœÀiÊ«œÜiÀvՏÊÌ >˜Ê>˜ÞʜvÊ
««i½ÃʜvviÀˆ˜}ð œLœ`ÞÊ >ÃÊiÛiÀÊ>VVÕÃi`ÊœLÃʜvÊvÀÕ}>ˆÌÞ°Ê7 i˜ÊˆÌÊV>“iÊ̜ÊV œœÃˆ˜}Ê >ʏœ}œÊvœÀÊ ˆÃʘiÜÊVœ“«>˜Þ]Ê iÊ Ã«>Ài`Ê ˜œÊ iÝ«i˜Ãi°Ê iÊ “iÌÊÜˆÌ ÊvœÕÀÊ ˜œÌi`Ê`iÈ}˜iÀÃ]ÊLÕÌʘœ˜iÊÜ>ÃÊ`ii“i`ÊܜÀÌ Þ°Ê1Ìˆ“>ÌiÞ]ÊœLÃÊ`iVˆ`i`Ê iÊÜ>˜Ìi`ÊÇ£‡Þi>À‡œ`Ê9>iÊ«ÀœviÃÜÀÊ*>ՏÊ,>˜`Ê̜Ê`iÈ}˜ÊÌ iÊ i8/ʏœ}œ°Ê 7ˆ`iÞÊVœ˜Ãˆ`iÀi`ÊÌ iÊ}À>˜`ʓ>ÃÌiÀʜvÊ
“iÀˆV>˜Ê}À>« ˆVÊ>ÀÌÃ]Ê,>˜`Ê >`Ê «ÀiۈœÕÏÞÊ`iÈ}˜i`ʏœ}œÃÊvœÀÊÃÕV ÊLÕȘiÃÃʈ˜Ã̈ÌṎœ˜ÃÊ>ÃÊ
]Ê ]Ê1*-]Ê >˜`Ê7iÃ̈˜} œÕÃi°Ê˜Ê v>VÌ]ʈÌÊ Ü>ÃÊ ,>˜`Ê Ü œ]ʈ˜Ê Ì iÊ £™ÈäÃ]ÊVœ˜Ûˆ˜Vi`Ê ˜ÌiÀ˜>̈œ˜>Ê ÕȘiÃÃÊ >V ˆ˜iÃÊ̜Ê`Àœ«ÊˆÌÃÊvՏÊ˜>“iÊ>˜`ÊÕÃiʜ˜Þʈ˜ˆÌˆ>Ã°Ê ,>˜`ÊVœ˜Ìˆ˜Õi`Ê̜ÊVœ˜ÃՏÌÊvœÀÊ ]ÊÜʈ˜ˆÌˆ>ÞÊ iÊ`iVˆ˜i`Ê̜ÊܜÀŽÊvœÀÊ œLÃ]ÊVˆÌˆ˜}Ê>ÊVœ˜yˆVÌʜvʈ˜ÌiÀiÃÌ°Ê
“>∘}ÞÊi˜œÕ} ]ÊœLÃÊVœ˜Ûˆ˜Vi`Ê Ê ÛˆViÊV >ˆÀ“>˜Ê*>ՏÊ,ˆââœÊ̜ÊÀii>ÃiÊ,>˜`ʜvÊ ˆÃʜLˆ}>̈œ˜° For the first four months of its life, *iÀ >«ÃÊ,>˜`Ê >`Ê i>À`Ê>LœÕÌÊ œÜʓiÀVÕÀˆ>ÊœLÃÊVœÕ`ÊLi]ÊLiV>ÕÃiÊ NeXT operated out of Jobs’ Woodside LivœÀiÊ>VVi«Ìˆ˜}ÊÌ iÊVœ““ˆÃȜ˜]Ê iʈ˜ÃˆÃÌi`ʜ˜ÊLiˆ˜}Ê«>ˆ`Êf£ää]äääʈ˜Ê mansion at 460 Mountain Home Road >`Û>˜ViÊ̜ÊVÀi>Ìiʜ˜Þʜ˜iÊ`iÈ}˜]Ê>˜`Ê iÊܜՏ`ÊLiÊ՘`iÀʘœÊœLˆ}>̈œ˜Ê (the iron-gated entrance is actually ̜ÊÀiۈÃiÊ ˆÃÊܜÀŽÊˆvʈÌÊv>ˆi`Ê̜ʫi>ÃiÊœLðÊœLÃÊ>VVi«Ìi`ÊÌ iÊÌiÀ“Ã]Ê>˜`ʈ˜Ê on Robles Drive). The first formal ՘iÊ£™nÈ]Ê,>˜`Ê«Àœ`ÕVi`Ê>ʏœ}œÊÀi“ˆ˜ˆÃVi˜ÌʜvÊ>ÊV ˆ`½ÃÊܜœ`i˜ÊLœVŽÊ offices were in the Stanford University ̈Ìi`Ê>ÌÊ>Ê«ÀiVˆÃiÊÓncÊ>˜}i]ÊLi>Àˆ˜}ÊÌ iʏiÌÌiÀÃʜvÊÌ iÊVœ“«>˜Þ]Êi>V ʈ˜Ê>Ê Industrial Park on Deer Park Road in `ˆvviÀi˜ÌÊVœœÀ]Ê«iÀ >«Ãʈ˜Ã«ˆÀi`ÊLÞÊ>À̈ÃÌÊ,œLiÀÌʘ`ˆ>˜>½ÃÊœÛiÊ«>ˆ˜Ìˆ˜}Ê Palo Alto, not far from Xerox PARC. Ì >ÌÊÜ>ÃÊ«œ«Õ>Àˆâi`ÊLÞÊ>Ê£™ÇÎÊ«œÃÌ>}iÊÃÌ>“«°Ê/ iÊLˆâ>ÀÀiÊV>«ˆÌ>ˆâ>̈œ˜Ê The company eventually moved to an œvÊÌ iÊVœ“«>˜Þ½Ãʘ>“iÊÜ>ÃÊ,>˜`½Ãʈ`i>]ÊÜ œÊiÝ«>ˆ˜i`ÊÌ >ÌÊÌ iʏœÜiÀV>ÃiÊ office complex in Redwood City, where iÊܜՏ`ÊÃÌ>˜`ʜÕÌÊ>˜`ÊVœÕ`ÊÀi«ÀiÃi˜Ìʺi`ÕV>̈œ˜]ÊiÝVii˜Vi]ÊiÝ«iÀ̈Ãi]Ê it remained until Apple purchased it iÝVi«Ìˆœ˜>]ÊiÝVˆÌi“i˜Ì]ÊiÊrʓVÓ°» in 1996.

207 What Jobs Did NeXT What Jobs Did NeXT

At the time he left Apple, Jobs owned i8/Ê Li}>˜Ê ˆviÊ ˆ˜Ê >ÌiÊ £™nxÊ ÜˆÌ Ê >Ê fÇÊ “ˆˆœ˜Ê ÃÌ>ŽiÊ vÀœ“ÊœLÃ]Ê roughly 6.5 million shares of stock LÕÌÊÜ>Ãʜ«iÀ>̈˜}Ê>ÌÊ>ÊviÀœVˆœÕÃÊ LÕÀ˜ÊÀ>ÌiÊÌ >ÌÊܜՏ`ʏi>ÛiʈÌÊۈÀÌÕ>ÞÊ (11.3 percent of the company). Jobs «i˜˜ˆiÃÃÊLÞÊÌ iÊi˜`ʜvÊ£™nÈ°Ê,>Ì iÀÊÌ >˜Ê`ˆ}ʈ˜ÌœÊ ˆÃʜܘʫœVŽiÌÃÊ>}>ˆ˜]Ê immediately began liquidating his œLÃÊ`ˆÃÌÀˆLÕÌi`Ê>Ê«ÀœÃ«iVÌÕÃÊÌ ÀœÕ} œÕÌÊÌ iÊÛi˜ÌÕÀiÊV>«ˆÌ>ÊVœ““Õ˜ˆÌÞ]Ê massive holdings at what would prove Ü ˆV Ê iÊ >`ÊëÕÀ˜i`ÊÜ i˜Ê i8/ÊÜ>ÃÊvœÕ˜`i`°Ê œÜÊœLÃÊÜ>Ãʜ˜ÞÊ̜œÊ to be fire-sale prices. According to SEC ܈ˆ˜}Ê̜Ê>VVi«ÌÊÌ iˆÀʈ˜ÛiÃ̓i˜ÌðÊiÊÜÕ} ÌÊfÎʓˆˆœ˜ÊvœÀÊ>ÊÌi˜Ê«iÀVi˜ÌÊ records, Jobs dumped 4.028 million ÃÌ>Žiʈ˜Ê i8/]Ê}ˆÛˆ˜}ÊÌ iÊ«Àœ`ÕV̏iÃÃ]ÊÀiÛi˜ÕiiÃÃÊ i8/Ê>ʏÕ`ˆVÀœÕÃÊfÎäÊ shares in 1985 for $70.5 million. By “ˆˆœ˜ÊÛ>Õ>̈œ˜°Ê œÌÊÃÕÀ«ÀˆÃˆ˜}Þ]ÊÌ iÀiÊÜiÀiʘœÊÌ>ŽiÀð February 1986, Jobs was completely
ÃʏÕVŽÊܜՏ`Ê >ÛiʈÌ]Ê°Ê,œÃÃÊ*iÀœÌÊÜ>ÃÊÜ>ÌV ˆ˜}ÊÌiiۈȜ˜Êœ˜iʘˆ} ÌÊ divested (he retained one share so that ˆ˜Ê œÛi“LiÀÊ£™nÈÊÜ i˜Ê iÊV>“iÊ>VÀœÃÃÊœ ˜Ê >Ì >˜½ÃÊ/ iÊ ˜ÌÀi«Ài˜iÕÀÃ]Ê he would still receive Apple’s annual >Ê`œVՓi˜Ì>ÀÞʈ˜ÊÜ ˆV Ê i8/ÊÜ>ÃÊvi>ÌÕÀi`°Ê*iÀœÌÊÜ>ÃÊÜÊv>ÃVˆ˜>Ìi`ÊLÞÊÌ iÊ reports). Assuming that he managed ޜ՘}ÊÃÌ>ÀÌÕ«ÊÌ >ÌÊ iÊV>i`ÊœLÃÊÌ iÊvœœÜˆ˜}Ê`>ÞÊ>˜`ÊV>ÃÕ>ÞÊÀi“>ÀŽi`]Ê to sell at the highest price realized ºvÊޜÕÊiÛiÀʘii`Ê>˜Êˆ˜ÛiÃ̜À]ÊV>Ê“i°»Ê œÌÊÜ>˜Ìˆ˜}Ê̜Ê>««i>ÀÊ̜œÊi>}iÀ]Ê by February, the most he could have œLÃÊÜ>ˆÌi`Ê>ÊÜiiŽÊLivœÀiʈ˜ÛˆÌˆ˜}Ê*iÀœÌÊ̜ÊVœ“iÊÌ>ŽiÊ>ʏœœŽÊ>ÌÊ ˆÃÊwÀ“Ê>˜`Ê grossed was $135 million. Jobs’ “iiÌʈÌÃÊi“«œÞiiðʘÃÌi>`ʜvÊvœVÕȘ}ʜ˜ÊÌ iÊ >À`ʘՓLiÀÃ]ÊÜ ˆV ÊܜՏ`Ê timing couldn’t have been worse, since ˜iÛiÀÊÃÌ>˜`ÊÕ«Ê̜Ê`ÕiÊ`ˆˆ}i˜Vi]ÊœLÃʈ˜ÃˆÃÌi`Ê*iÀœÌÊVœ˜Ãˆ`iÀÊÌ iʈ˜Ì>˜}ˆLiÃÊ Apple’s stock has never again traded `ÕÀˆ˜}Ê ˆÃÊ>˜Õ>ÀÞÊ£™nÇÊۈÈÌÊÌœÊ i8/½ÃÊi“«ÌÞÊv>V̜ÀÞʈ˜ÊÀi“œ˜Ì°Ê/ iÊ as cheaply as when he was selling. >««Àœ>V Ê>««i>i`Ê̜Ê*iÀœÌ]ÊÜ œÊiÃÃi˜Ìˆ>Þʜ«i˜i`Ê ˆÃÊV iVŽLœœŽÊ>˜`Ê >Îi`ÊœLÃÊ œÜʓÕV Ê iÊÜ>˜Ìi`° To be sure, Jobs needed some seed
««>Ài˜ÌÞÊœLÃÊÜ>ÃÊÀ՘˜ˆ˜}Ê>ÊÛiÀÞÊëiVˆ>ÊÃ>iÊÌ >ÌÊ`>ÞʍÕÃÌÊvœÀÊ/iÝ>ÃÊ money to buy Pixar and fund NeXT, Lˆˆœ˜>ˆÀiðÊœLÃÊ`i“>˜`i`ÊfÓäʓˆˆœ˜ÊvœÀÊ£ÈÊ«iÀVi˜ÌʜvÊ i8/]Ê}ˆÛˆ˜}ÊÌ iÊ but he could have made do with the wÀ“Ê>˜Ê՘LiˆiÛ>LiÊÛ>Õ>̈œ˜ÊœvÊf£Óxʓˆˆœ˜°Ê˜ÊiLÀÕ>ÀÞÊ£™nÇ]Ê*iÀœÌÊ proceeds from selling a small fraction >VVi«Ìi`ÊÜˆÌ œÕÌÊLˆ˜Žˆ˜}Ê>˜`ÊLiV>“iÊÌ iÊVœ“«>˜Þ½Ãʏ>À}iÃÌʈ˜ÛiÃ̜ÀÊ>˜`Ê of his Apple position (Pixar cost $10 >ÊLœ>À`ʓi“LiÀ°Êº œÊÌ iʓ>Ì ]»ÊÃ>ˆ`ʜ˜iÊÛi˜ÌÕÀiÊV>«ˆÌ>ˆÃÌ]ʺ>˜`ÊޜÕÊ >ÛiÊ million and Jobs’ initial investment ̜Ê>ÃÃՓiÊÌ >ÌÊ*iÀœÌʈÃʈ˜ÛiÃ̈˜}ʓœÀiʜÕÌʜvÊi“œÌˆœ˜ÊÌ >˜Ê«ÀÕ`i˜Vi°»Ê in NeXT was just $7 million). Jobs’ *iÀœÌʍÕÃ̈wi`ÊÌ iÊ«ÀˆViÊLÞÊÀi뜘`ˆ˜}]ʺ½“ʈ˜ÛiÃ̈˜}ʈ˜ÊµÕ>ˆÌÞ°»Ê-Ì>˜vœÀ`Ê assertion that he was selling because 1˜ˆÛiÀÈÌÞÊ>˜`Ê >À˜i}ˆiÊ iœ˜Ê>ÃœÊˆ˜ÛiÃÌi`Êf£°Îʓˆˆœ˜ÊvœÀÊ>ʜ˜iÊ«iÀVi˜ÌÊ he had lost faith in Apple’s executives Vœ“Lˆ˜i`Êà >Àiʈ˜Ê i8/° was certainly valid. However, had he ÌÊ Ü>ؽÌÊ Õ˜ÌˆÊ "V̜LiÀÊ £Ó]Ê £™nn]Ê Ì >ÌÊ œLÃÊ Õ˜Ûiˆi`Ê Ì iÊ i8/Ê held on for just five more years, his œ“«ÕÌiÀÊ ÌœÊ >˜Êi>}iÀÊVÀœÜ`Ê œvÊ {]xääÊ >ÃÃi“Li`Ê >ÌÊ œÕˆÃiÊ °Ê >ۈiÃÊ holding would have been worth $952 -ޓ« œ˜ÞÊ>Êˆ˜Ê->˜ÊÀ>˜VˆÃVœ°Ê Ûi˜ÊÌ >ÌÊÜ>ÃÊ«Ài“>ÌÕÀi]ÊLiV>ÕÃiÊÌ iÊw˜>Ê million when the stock peaked on April ÛiÀȜ˜ÊœvÊÌ iÊ 8/-/ *ʜ«iÀ>̈˜}ÊÃÞÃÌi“Ê­œÀˆ}ˆ˜>ÞÊV>i`Ê i8/ÃÌi«®Ê 12, 1991. Including dividends, Jobs `ˆ`˜½ÌÊà ˆ«Ê՘̈Ê-i«Ìi“LiÀÊ£n]Ê£™n™°ÊœLÃ]Ê œÜiÛiÀ]Ê`ˆ`˜½ÌÊÃiiÊÌ iÊ i8/Ê left over $836 million on the table œ“«ÕÌiÀÊ>Ãʏ>Ìi°Êiʈ˜ÃˆÃÌi`ʈÌÊÜ>ÃʺwÛiÊÞi>ÀÃÊ> i>`ʜvʈÌÃÊ̈“i°»Ê when he cashed out of Apple. / iÊëiVˆwV>̈œ˜ÃÊViÀÌ>ˆ˜ÞÊÜiÀiʈ“«ÀiÃÈÛi\ÊÓx âÊ œÌœÀœ>ÊÈnäÎäÊ «ÀœViÃÜÀ]Ên ʜvʓi“œÀÞÊiÝ«>˜`>LiÊÌœÊ£È ]ÊÓxä Ê >˜œ˜Êœ«ÌˆV>Ê `ˆÃVÊ`ÀˆÛi]Ê œÌœÀœ>ÊÈnnnÓʓ>Ì ÊVœ«ÀœViÃÜÀ]Ê>˜`Ê œÌœÀœ>ÊxÈää£Ê`ˆ}ˆÌ>Ê È}˜>Ê«ÀœViÃÜÀÊ̜Ê`ÀˆÛiÊÀi>‡Ìˆ“iÊÜ՘`]Ê>ÀÀ>ÞÊ«ÀœViÃȘ}]ʓœ`i“]Êv>Ý]Ê>˜`Ê i˜VÀޫ̈œ˜Êv՘V̈œ˜Ã°Ê
ÊÌ ˆÃÊÜ>ÃÊ œÕÃi`ʈ˜Ê>ʣӇˆ˜V ÊVÕLi]ÊÜˆÌ Ê>Ê`iÌ>V i`ÊÊ £Ç‡ˆ˜V Ê-œ˜Þʓœ˜œV Àœ“iʓœ˜ˆÌœÀ]ʎiÞLœ>À`]Ê>˜`ʓœÕÃi°Ê/ iÊ i8/Ê œ“«ÕÌiÀÊÀ>˜Ê>Ê1 8Ê{°ÎqL>Ãi`Ê >V ʜ«iÀ>̈˜}ÊÃÞÃÌi“Ê>˜`Êvi>ÌÕÀi`Ê>Ê «œÜiÀvՏʜLiV̇œÀˆi˜Ìi`Ê`iÛiœ«“i˜ÌÊi˜ÛˆÀœ˜“i˜Ì°Ê
ÃœÊˆ˜VÕ`i`ʜ˜Ê`ˆÃVÊ “He told me that we’re going to ÜiÀiÊÌ iÊVœ“«iÌiÊܜÀŽÃʜvÊ- >Žiëi>Ài]Ê>Ê`ˆV̈œ˜>ÀÞ]Ê>ÊÌ iÃ>ÕÀÕÃ]Ê>ÊLœœŽÊ hit one out of the ball park.” œvʵ՜Ì>̈œ˜Ã]ÊÌ iÊ`œVՓi˜Ì>̈œ˜]Ê7ÀˆÌi œÜ]Ê >Ì i“>̈V>]Ê>ÊÀi>̈œ˜>Ê Steve Jobs, on Perot’s investment `>Ì>L>ÃiÊÃiÀÛiÀ]Ê>˜Ê>À̈wVˆ>Êˆ˜Ìiˆ}i˜Viʏ>˜}Õ>}i]Ê>Ê ÊVœ“«ˆiÀ]Ê>Ê«iÀܘ>Ê (Accidental Millionaire, p. 214) ˆ˜vœÀ“>̈œ˜Ê“>˜>}iÀ]Ê>˜`Êi“>ˆÊÜˆÌ Êˆ˜Ìi}À>Ìi`ÊۜˆViÊV>«>LˆˆÌˆið

208 209 The Pixar Phenomenon

The Pixar Phenomenon

ˆŽiÊ
««i]ÊÌ iÊÃ̜ÀÞʜvÊ*ˆÝ>ÀÊÃÌ>ÀÌÃʈ˜Ê>Ê}>À>}iʈ˜ÊÌ iʓˆ`Ê£™ÇäÃÊÜˆÌ ÊÌÜœÊ ÞœÕ˜}ʓi˜Êà >Àˆ˜}Ê>Ê«>ÃȜ˜°Ê
ÃÊ>ÊV ˆ`]Ê `܈˜Ê °Ê >̓ՏÊÜ>˜Ìi`Ê̜ÊLiÊ >˜Ê>˜ˆ“>̜ÀÊvœÀÊ7>ÌÊ ˆÃ˜iÞ]ÊLÕÌÊ iÊÀi>ˆâi`ÊÌ >ÌÊ iʏ>VŽi`ÊÌ iʘiViÃÃ>ÀÞÊ >À̈Ã̈VÊΈÃ°ÊiÊÜi˜Ìʈ˜ÌœÊVœ“«ÕÌiÀÊ}À>« ˆVÃʈ˜ÃÌi>`]Ê>˜`ÊiÛi˜ÌÕ>ÞÊܜ՘`Ê Õ«Ê>ÌÊÌ iʈ“«ÀiÃÈÛi‡ÃœÕ˜`ˆ˜}Ê iÜÊ9œÀŽÊ˜Ã̈ÌÕÌiʜvÊ/iV ˜œœ}ÞÊ­ 9/®]Ê >ÊۜV>̈œ˜>ÊÃV œœÊÜ iÀiÊ iÊܜÀŽi`ʈ˜ÊÌ iÊ œ“«ÕÌiÀÊÀ>« ˆVÃÊ>LœÀ>̜ÀÞÊ œÕÌʜvÊ>ÊÀi˜œÛ>Ìi`ÊvœÕÀ‡V>ÀÊ}>À>}iʜ˜Ê>ʏ>À}iÊiÃÌ>Ìi°ÊÌÊÜ>Ãʈ˜Ê"`Ê7iÃÌLÕÀÞÊ œ˜Êœ˜}ÊÏ>˜`ʈ˜Ê£™ÇxÊÌ >ÌÊ >̓ՏÊ“iÌÊÌ iʓ>˜ÊÜ œÊܜՏ`ÊLiVœ“iÊ ˆÃÊ «>À̘iÀʈ˜Ê*ˆÝ>ÀÊ>Ê`iV>`iʏ>ÌiÀ]Ê
ÛÞÊ,>ÞÊ-“ˆÌ Ê­ÜÜÜ°>ÛÞÀ>Þ°Vœ“®°
Ìʺ iÜÊ9œÀŽÊ/iV ]»Ê >̓ՏÊ>˜`Ê-“ˆÌ ÊܜÀŽi`ÊvœÀÊ>˜ÊiVVi˜ÌÀˆVÊ “Տ̈“ˆˆœ˜>ˆÀiÊ LÞÊ Ì iÊ ˜>“iÊ œvÊ
iÝ>˜`iÀÊ -V ÕÀi°Ê Ûi˜Ê ÜˆÌ Ê >Ê ÀˆV Ê Li˜iv>V̜ÀÊ>˜`ÊÌ iÊvÀii`œ“Ê̜ÊiÝ«iÀˆ“i˜ÌÊÜˆÌ ÊVÕÌ̈˜}‡i`}iÊVœ“«ÕÌiÀÊ }À>« ˆVÃÊÀœṎ˜iÃÊ>˜`ÊiµÕˆ«“i˜Ì]ÊÌ iˆÀÊ`Ài>“ÊœvÊ«Àœ`ÕVˆ˜}Ê>ÊVœ“«ÕÌiÀ‡ }i˜iÀ>Ìi`Ê>˜ˆ“>Ìi`Êvi>ÌÕÀiÊw“ÊÜ>ÃÊ>ʏœ˜}ÊÜ>ÞÊvÀœ“ÊÀi>ˆÌÞ°Ê œ˜iÌ iiÃÃ]Ê iÛiÀÞÊÞi>ÀÊÌ iÊÌܜʓ>`iÊ>Ê«ˆ}Àˆ“>}iÊÌœÊ ˆÃ˜iÞÊ̜Ê}>Õ}iʈÌÃʈ˜ÌiÀiÃÌʈ˜Ê Ì>VŽˆ˜}ÊÌ iÊÌ>Î]Ê>˜`ÊiÛiÀÞÊÞi>ÀÊÌ iÞÊÜiÀiÊÌÕÀ˜i`Ê`œÜ˜°Ê/ iÊÌܜʎ˜iÜÊ Ì >ÌÊ>ÃÊV ˆ«ÃÊLiVœ“iÊiÛiÀʓœÀiÊ«œÜiÀvՏÊ>˜`ʏiÃÃÊiÝ«i˜ÃˆÛi]ʈÌÊÜ>Ãʜ˜ÞÊ>Ê “>ÌÌiÀʜvÊ̈“iÊLivœÀiÊ>˜Ê>˜ˆ“>Ìi`Êvi>ÌÕÀiÊÜ>ÃÊw˜>˜Vˆ>ÞÊvi>ÈLi°Ê˜ÊÌ iÊ “i>˜Ìˆ“i]ÊÌ iÞ½`Ê >ÛiÊ̜ʎii«ÊÌ i“ÃiÛiÃÊ >««Þʏ>ވ˜}ÊÌ iÊ}ÀœÕ˜`ܜÀŽÊ ˜iViÃÃ>ÀÞÊ̜ÊvՏwÊÌ iˆÀÊۈȜ˜°
ÀœÕ˜`ÊÌ iÊ̈“iÊ >̓ՏÊ>˜`Ê-“ˆÌ ʍœˆ˜i`ÊvœÀViÃ]ʓœÌˆœ˜Ê«ˆVÌÕÀiÊ `ˆÀiV̜ÀÊiœÀ}iÊ7>Ìœ˜ÊÕV>ÃÊÀ°ÊiÃÌ>LˆÃ i`ʘ`ÕÃÌÀˆ>Êˆ} ÌÊEÊ >}ˆVÊ ­ ®Êˆ˜Ê œÀÌ iÀ˜Ê >ˆvœÀ˜ˆ>Ê̜ʫÀœ`ÕViÊëiVˆ>ÊivviVÌÃÊvœÀÊ-Ì>ÀÊ7>ÀÃ°Ê >VŽÊ Ì i˜]ÊÌ iÊÃÌ>Ìi‡œv‡Ì i‡>ÀÌʈ˜ÊëiVˆ>ÊivviVÌÃÊÀiµÕˆÀi`Ê`iÌ>ˆi`ÊÃV>iʓœ`iÃ]Ê Courtesy of Alvy Ray Smith

Early Pixar employees, from left to right: Loren Carpenter, Bill Reeves, Ed Catmull, Alvy Ray Smith, Rob Cook, John Lasseter, Eben Ostby, David Salesin, Craig Good, and Sam Leffler.

217 The Pixar Phenomenon The Pixar Phenomenon

Vœ“«ÕÌiÀ‡Vœ˜ÌÀœi`ÊV>“iÀ>Ã]Ê>˜`Ê >˜`‡«>ˆ˜Ìi`ʈ˜`ˆÛˆ`Õ>ÊvÀ>“iÃʜvÊw“°Ê œœŽˆ˜}Ê̜Ê>Õ̜“>ÌiÊÌ iÊÌi`ˆœÕÃÊ ÊܜÀŽÊ>˜`ÊÀiۜṎœ˜ˆâiÊÌ iÊÜ>ÞÊ “œÌˆœ˜Ê«ˆVÌÕÀiÃÊÜiÀiʓ>`i]ÊÕV>ÃÊÃiÌÊÕ«Ê>ÊVœ“«ÕÌiÀÊ`ˆÛˆÃˆœ˜ÊœvÊÕV>Ãw“Ê Ì`°Ê˜Ê£™Ç™]ÊÕV>ÃÊ ˆÀi`Ê >̓ՏÊ>ÃÊÌ iÊ`ˆÀiV̜ÀʜvÊÌ iÊ`ˆÛˆÃˆœ˜]ÊÜ œÊˆ˜Ê ÌÕÀ˜Ê ˆÀi`Ê-“ˆÌ Ê>ÃÊ`ˆÀiV̜ÀʜvÊVœ“«ÕÌiÀÊ}À>« ˆVðÊ/ iÊÌܜÊÌ œÕ} ÌÊÌ iÞÊ ÜiÀiÊ}œˆ˜}Ê̜Ê}iÌÊ>ÊV >˜ViÊ̜ÊVÀi>ÌiÊëiVˆ>ÊivviVÌÃÊÕȘ}ÊVœ“«ÕÌiÀÊ}À>« ˆVÃ]Ê LÕÌÊÕV>ýÊۈȜ˜ÊÜ>ؽÌÊÌ >ÌÊv>ÀÈ} Ìi`°ÊiÊÜ>˜Ìi`ÊÌ i“Ê̜Ê`iÈ}˜Ê>˜`ÊLՈ`Ê `ˆ}ˆÌ>ÊÛiÀȜ˜ÃʜvÊÌ iÊÌÀ>`ˆÌˆœ˜>Ê̜œÃʜvÊw““>Žˆ˜}\Ê>˜Ê>Õ`ˆœÊÃÞ˜Ì iÈâiÀ]Ê Ûˆ`iœÊi`ˆÌœÀ]Ê>˜`ʜ«ÌˆV>Ê«Àˆ˜ÌiÀ° -“ˆÌ Ê̜œŽÊi“«œÞiiÃÊœÀi˜Ê >À«i˜ÌiÀÊ>˜`Ê,œ`˜iÞÊ-̜VŽÊ̜Ê>ÊLÕÀ}iÀÊ œˆ˜Ìʈ˜Ê}˜>VˆœÊvœÀÊ>ÊLÀ>ˆ˜Ã̜À“ˆ˜}ÊÃiÃȜ˜Ê̜ʘ>“iÊÌ iˆÀʜ«ÌˆV>Ê«Àˆ˜ÌiÀÊ «ÀœiVÌ°Ê-“ˆÌ ÊÀiV>Ã]ʺÊÃiÌÊÌ iÊÃÌ>}iÊLÞÊÃÕ}}iÃ̈˜}ÊÌ >ÌÊÊܜՏ`ʏˆŽiÊ>ʘ>“iÊ ˆŽiʼ>ÃiÀ½ÊÌ >ÌÊÜ>ÃÊ>ʘœÕ˜ÊLÕÌʏœœŽi`ʏˆŽiÊ>ÊÛiÀL]ÊiÝ«>ˆ˜ˆ˜}ÊÌ >ÌÊÊ}ÀiÜÊÕ«Ê ˆ˜Ê iÜÊ i݈Vœ]ÊÃÕÀÀœÕ˜`i`ÊLÞÊ-«>˜ˆÃ Ê>˜`ÊÌ >ÌÊ-«>˜ˆÃ ÊÛiÀLÃÊ>Êi˜`ʈ˜Ê ‡ˆÀ]ʇiÀ]ʜÀʇ>À°ÊÊÃÕ}}iÃÌi`]ÊvœÀÊiÝ>“«i]ʼ«ˆÝiÀ]½Ê“i>˜ˆ˜}Ê̜ʓ>ŽiÊ«ˆVÌÕÀiÃ]Ê LÕÌÊ̜ÊLiÊÕÃi`Ê>ÃÊ>ʘœÕ˜°»Ê"˜iʜvÊ-“ˆÌ ½ÃÊVœ“«>˜ˆœ˜ÃÊ«œˆ˜Ìi`ʜÕÌÊÌ >ÌÊ ºÀ>`>À»Ê >`Ê>ÊÛiÀÞÊ ˆ} ‡ÌiV ÊviiÊ̜ʈÌÊ>˜`ÊÃÕ}}iÃÌi`ʺ«ˆÝ>À°»Ê-“ˆÌ ÊÌ œÕ} ÌÊ Ì >ÌÊܜÀŽi`ʍÕÃÌÊw˜iÊLiV>ÕÃiʇ>ÀÊÜ>ÃÊ>ÃœÊ>ÊÛiÀLÊi˜`ˆ˜}°Ê/ iˆÀÊ«ÀœiVÌʘœÜÊ >`Ê>ʘ>“i\Ê*ˆÝ>À° 7 ˆiÊÌ iÞÊܜÀŽi`ʜ˜ÊLՈ`ˆ˜}ÊÌ iʓ>V ˆ˜iÃÊÕV>ÃÊÀiµÕiÃÌi`]Ê-“ˆÌ Ê >˜`Ê >̓ՏÊ >ÃœÊ >ÃÃi“Li`Ê >Ê `Ài>“Ê Ìi>“Ê œvÊ Ìœ«Ê Vœ“«ÕÌiÀÊ }À>« ˆVÃÊ ÀiÃi>ÀV iÀÃÊ>˜`ÊÃVˆi˜ÌˆÃÌÃʈ˜ÊÌ iˆÀÊ`ˆÛˆÃˆœ˜ÊœvÊÕV>Ãw“°Ê ÕÌÊ>ÊviÜÊÜiiŽÃÊ LivœÀiÊÌ iÊ >ÞÊÓx]Ê£™nÎ]ÊÀii>ÃiʜvÊ,iÌÕÀ˜ÊœvÊÌ iÊi`ˆ]ÊÌ iÞÊ}œÌÊ>ÊÜ>Ži‡Õ«ÊV>Ê Ü i˜ÊiœÀ}iÊ>˜`Ê >ÀVˆ>ÊœÕÊÕV>ÃÊ­˜jiÊÀˆvw˜®Ê>˜˜œÕ˜Vi`ÊÌ iˆÀʈ˜Ìi˜Ìˆœ˜Ê ̜Ê`ˆÛœÀViÊ>vÌiÀÊ£{ÊÞi>ÀÃʜvʓ>ÀÀˆ>}i°Ê1˜`iÀÊ >ˆvœÀ˜ˆ>ʏ>Ü]Êi>V ÊÜ>ÃÊi˜ÌˆÌi`Ê ÌœÊ >vʜvÊÌ iÊVœ“Lˆ˜i`ʓ>ÀˆÌ>Ê>ÃÃiÌðÊiœÀ}iÊÜ>˜Ìi`Ê̜ÊÀiÌ>ˆ˜Ê ˆÃÊÛ>ÀˆœÕÃÊ “œÛˆi‡“>Žˆ˜}ʈ˜ÌiÀiÃÌÃÊ>˜`Ê >ÀVˆ>ÊÜ>ÃÊ܈ˆ˜}Ê̜ÊÃiÌ̏iÊvœÀÊV>à ]ÊÜ ˆV Ê “i>˜ÌÊÌ >ÌÊ iÊ >`Ê̜ÊVœ“iÊÕ«ÊÜˆÌ Ê>˜ÊiÃ̈“>Ìi`ÊfÎxÊ̜Êfxäʓˆˆœ˜° >̓ՏÊ>˜`Ê-“ˆÌ Êvi>Ài`ÊÌ >ÌÊÕV>ÃÊܜՏ`Ê돈ÌÊիʜÀÊVœÃiÊÌ iˆÀÊ `ˆÛˆÃˆœ˜°Ê/ iÊÌܜʫÀœ«œÃi`ÊÌ >ÌÊÕV>ÃÊ눘ÊÌ i“ÊœÕÌÊ>ÃÊ>ÊÃi«>À>ÌiÊVœ“«>˜ÞÊ ­Ì iÊ>Õ`ˆœÊ>˜`Êi`ˆÌˆ˜}ʓ>V ˆ˜iÃÊÜiÀiÊiÛi˜ÌÕ>ÞÊë՘ʜvvʈ˜ÌœÊ>ÊVœ“«>˜ÞÊ V>i`Ê Àœˆ`Ê7œÀŽÃ®°Ê ՘}ÀÞÊ vœÀÊ V>Ã Ê >˜`Ê ˜œÌÊ >««ÀiVˆ>̈˜}Ê Ì iÊ “>˜ÞÊ ÀiۜṎœ˜>ÀÞÊÜ>ÞÃÊÌ iˆÀÊܜÀŽÊœ˜ÊVœ“«ÕÌiÀÊ}À>« ˆVÃÊVœÕ`ÊLiÊ>««ˆi`ÊÌœÊ w““>Žˆ˜}]ÊÕV>ÃÊ>}Àii`°ÊÀœ“Ê 9/Ê̜ÊÕV>Ãw“]Ê >̓ՏÊ>˜`Ê-“ˆÌ Ê >`Ê}œ˜iÊvÀœ“Êœ˜iÊÜi>Ì ÞÊ«>ÌÀœ˜Ê̜Ê>˜œÌ iÀ]Ê>˜`ʘœÜÊÌ iÞÊ œ«i`ÊÌ iÞÊ VœÕ`Êw˜`Ê>ÊÌ ˆÀ`° When the computer division of /ܜÊÞi>ÀÃÊ«>ÃÃi`]Ê>˜`ÊÌ iÊVœ“«ÕÌiÀÊ`ˆÛˆÃˆœ˜ÊÜ>ÃÊÃ̈Êœ˜ÊÌ iÊLœVŽÊ Lucasfilm was being shopped around, ÜˆÌ ÊÕV>Ãw“Ê>Έ˜}ÊfÎäʓˆˆœ˜]Ê>˜Ê>“œÕ˜ÌÊ-“ˆÌ ÊÌ œÕ} Ìʺˆ˜VÀi`ˆLÞÊ it needed a more manageable name. ˆ} °»Ê˜Ê
«ÀˆÊ£™nx]ÊÌ iÊVœ“«ÕÌiÀÊ`ˆÛˆÃˆœ˜p˜œÜʘ>“i`Ê*ˆÝ>Àp՘Ûiˆi`Ê Smith pointed out that everyone was Ì iÊ*ˆÝ>ÀÊ“>}iÊ œ“«ÕÌiÀÊ­* ®]Ê>Ê«ÀœÌœÌÞ«iʜvÊÌ iÊ`ˆ}ˆÌ>Êœ«ÌˆV>Ê«Àˆ˜ÌiÀ°Ê starting to associate the name of
LiÊ̜ʫÀœViÃÃÊ}À>« ˆVÃÊ>ÌÊ>Êëii`ʜvÊ{äʓˆˆœ˜Êˆ˜ÃÌÀÕV̈œ˜ÃÊ«iÀÊÃiVœ˜`]ÊÌ iÊ their digital optical printer, the Pixar, ºVœ“«ÕÌiÀ»ÊÜ>ÃÊÀi>ÞÊ>ÊëiVˆ>‡«ÕÀ«œÃi]Ê«ˆÝi‡L>Ãi`Ê}À>« ˆVÃʓ>V ˆ˜iÊÌ >ÌÊ with the division that created it. In the >`Ê̜ÊLiʈ˜Ìi}À>Ìi`ʈ˜ÌœÊ>Ê œÃÌÊÃÞÃÌi“ÊÃÕV Ê>ÃÊ>Ê ÊœÀÊ-Õ˜Ê ˆVÀœÃÞÃÌi“ÃÊ absence of any strong alternatives, ܜÀŽÃÌ>̈œ˜°Ê/ iÊ* ½ÃÊvœÕÀÊ«ÀœViÃÜÀÃÊVœÕ`ÊܜÀŽÊȓՏÌ>˜iœÕÏÞʜ˜ÊÌ iÊ they decided to name themselves Pixar Ài`]Ê}Àii˜]ÊLÕi]Ê>˜`ÊÌÀ>˜Ã«>Ài˜VÞʜvÊ>ÊȘ}iÊ«ˆÝi]ÊVÀi>̈˜}ÊÃÌ՘˜ˆ˜}ÞÊ (www.pixar.com). Ài>ˆÃ̈Vʈ“>}ið

218 219 The Star Trek Saga

The Star Trek Saga

/ iʈ`i>ʜvÊ«œÀ̈˜}ÊÌ iÊ >VÊ"-Ê̜ÊÀ՘ʜ˜Ê˜ÌiÊ«ÀœViÃÜÀÃÊÜ>ؽÌʘiÜÊ­ >˜Ê ˆiÀÃ]Ê
««i½ÃÊ`ˆÀiV̜ÀʜvÊÃÌÀ>Ìi}ˆVʈ˜ÛiÃ̓i˜Ì]ÊwÀÃÌÊ«Àœ«œÃi`ÊÌ iʈ`i>ʈ˜Ê £™nx®]ÊLÕÌʈÌÊ}>ˆ˜i`Ê>ÊÀi˜iÜi`ÊÃi˜ÃiʜvÊÕÀ}i˜VÞÊ>vÌiÀÊ
««iÊà ˆ««i`Ê-ÞÃÌi“Ê Çʈ˜Ê >ÞÊ£™™£Ê>˜`ʈÌÊv>ˆi`Ê̜ʓ>ŽiÊ i>`Ü>ÞÊ>}>ˆ˜ÃÌÊ ˆVÀœÃœvÌÊ7ˆ˜`œÜÃÊ Î°ä°ÊÀœ˜ˆV>Þ]ʈÌÊÜ>ؽÌÊ>Ê`iÌiÀ“ˆ˜i`Ê
««iÊi˜}ˆ˜iiÀʜÀʈ˜Ãˆ} ÌvՏÊiÝiVṎÛiÊ Ü œÊw˜>ÞÊ}œÌÊÌ iÊL>ÊÀœˆ˜}°Ê/ >ÌÊ œ˜œÀÊ}œiÃÊ̜Ê>ÊVœ“«>˜ÞÊÌ >ÌÊviÜÊ œÕÌÈ`iʜvÊÌ iʈ˜`ÕÃÌÀÞÊ >ÛiÊiÛiÀÊ i>À`ʜv\Ê œÛiÊœvÊ*ÀœÛœ]Ê1Ì> ° iÌܜÀŽˆ˜}Ê}ˆ>˜ÌÊ œÛiÊ ­ÜÜÜ°˜œÛi°Vœ“®Ê Ü>˜Ìi`Ê ÌœÊ «ÀœÛˆ`iÊ >˜Ê >ÌiÀ˜>̈ÛiÊ̜Ê7ˆ˜`œÜÃÊLÞÊVÀi>̈˜}Ê>Ê >V‡ˆŽiʈ˜ÌiÀv>ViÊvœÀʈÌÃÊ ,‡ "-Ê DR-DOS was created by Digital Ì >ÌÊÀ>˜Êœ˜Ê˜Ìi‡L>Ãi`Ê Ê* ÊVœ˜iÃÊLÕÌÊvi>Ài`Ê}iÌ̈˜}ÊÃÕi`ÊLÞÊ
««iÊ­>ÌÊ Research Inc. (DRI), which had been Ì iÊ̈“i]Ê
««i½ÃÊVœ«ÞÀˆ} Ìʈ˜vÀˆ˜}i“i˜ÌÊÃՈÌÊ>}>ˆ˜ÃÌÊ ˆVÀœÃœvÌÊÜ>ÃÊÃ̈ÊÛiÀÞÊ sued by Apple in 1985 after it released “ÕV Ê>ˆÛi®°Ê,>Ì iÀÊÌ >˜ÊÀˆÃŽÊ>˜Êˆ˜viÃÌ>̈œ˜Êœvʏ>ÜÞiÀÃÊ>ÌʈÌÃÊ i>`µÕ>ÀÌiÀÃ]Ê GEM Desktop, an operating system œÛiÊ`iVˆ`i`Ê̜Êw˜`ʜÕÌÊÜ iÌ iÀÊ
««iÊÜ>ÃÊ܈ˆ˜}Ê̜ÊܜÀŽÊ̜}iÌ iÀʜ˜Ê that grafted a Mac-like interface ÃÕV Ê>Ê«ÀœiVÌ°Ê"˜Ê6>i˜Ìˆ˜i½ÃÊ >ÞÊ£™™Ó]Ê >ÀÀiÊ ˆiÀ]Ê œÛi½ÃÊ6*ʜvÊ onto PC clones. Too small to fight ÃÌÀ>Ìi}ˆVʓ>ÀŽï˜}]ʓiÌÊÜˆÌ ÊÃiÛiÀ>Ê
««iÊÜvÌÜ>Àiʓ>˜>}iÀÃÊ̜ÊÀiÛi>Ê ˆÃÊ Apple, DRI settled the suit by altering Vœ“«>˜Þ½ÃÊ«>˜°Ê ÝVˆÌi`ÊLÞÊÌ iÊ«œÃÈLˆˆÌˆiÃ]ÊÌ iÊ
««iÊVœ˜Ìˆ˜}i˜ÌʜLÌ>ˆ˜i`Ê its interface, and it was eventually "Êœ ˜Ê-VՏiÞ½ÃÊLiÃȘ}]Ê>˜`ÊÌ iÊÌܜÊVœ“«>˜ˆiÃʈ““i`ˆ>ÌiÞÊLi}>˜Ê acquired by Novell. ܜÀŽˆ˜}Ê̜}iÌ iÀʜ˜Ê>Ê«ÀœiVÌÊÌ >ÌÊV>“iÊ̜ÊLiÊV>i`Ê-Ì>ÀÊ/ÀiŽ]ÊLiV>ÕÃiʈÌÊ ÜœÕ`ÊLœ`ÞÊ}œÊÜ iÀiʘœÊ >VÊ >`Ê}œ˜iÊLivœÀi\ÊÌ iʘÌiÊ«>ÌvœÀ“°Ê7 i˜Ê ˆÊ>ÌiÃÊ i>À`ʜvÊ
««i½ÃÊ«>˜Ê̜ʫÕÌÊÌ iÊ >VÊ"-ʜ˜Ê>˜Ê˜ÌiÊ“>V ˆ˜i]Ê iÊ Ài뜘`i`ÊLÞÊÃ>ވ˜}ʈÌÊܜՏ`ÊLiʺˆŽiÊ«ÕÌ̈˜}ʏˆ«Ã̈VŽÊœ˜Ê>ÊV ˆVŽi˜°»
Ê}ÀœÕ«ÊœvÊ{Êi˜}ˆ˜iiÀÃÊvÀœ“Ê œÛiÊ>˜`Ê£{ÊvÀœ“Ê
««iÊÜ>ÃÊ«ÕÌÊ̜}iÌ iÀÊ LÞʈvvœÀ`Ê >i˜`>ʈ˜ÊÃՈÌiÊ{ääʜvÊ>Ê œÛiÊ“>ÀŽï˜}ʜvwViÊV>i`Ê,i}i˜VÞÊ "˜iʈ˜Ê->˜Ì>Ê >À>]Ê`ˆÀiV̏ÞÊ>VÀœÃÃÊÌ iÊÃÌÀiiÌÊvÀœ“ʘÌi½ÃÊ i>`µÕ>ÀÌiÀðÊ/ >ÌÊ Ü>ÃʘœÊ>VVˆ`i˜Ì°Ê-VՏiÞÊ >`ʓiÌÊÜˆÌ Ê˜ÌiÊ "Ê
˜`ÞÊÀœÛi]ÊÜ œÊ>}Àii`Ê ÌœÊ i«ÊÌ iÊ-Ì>ÀÊ/ÀiŽÊ«ÀœiVÌÊLiV>ÕÃi]ÊiÛiÀÊ«>À>˜œˆ`]Ê iÊ`ˆ`˜½ÌÊÜ>˜ÌÊ̜ÊLiÊ ÃœÊ`i«i˜`i˜Ìʜ˜Ê ˆVÀœÃœvÌ°Ê >V Ê-Ì>ÀÊ/ÀiŽÊi˜}ˆ˜iiÀÊÜ>ÃÊ}ˆÛi˜Ê>˜ÊœvwViÊ ÜˆÌ Ê>Ê >VÊ>˜`Ê>Ê{nÈÊ* ÊVœ˜iÊ`œ˜>Ìi`ÊLÞʘÌi° "˜ÊՏÞÊ£Ç]ÊÌ iÊ/ÀiŽŽˆiÊÌi>“ÊÜ>ÃÊ}ˆÛi˜Ê՘̈Ê>œÜii˜Ê̜ÊVœ“iÊÕ«Ê ÜˆÌ Ê>ÊܜÀŽˆ˜}ʺ«ÀœœvʜvÊVœ˜Vi«Ì°»Ê
ÃÊ>˜Êˆ˜`ˆV>̈œ˜ÊœvÊÌ iʈ“«œÀÌ>˜ViÊ
««iÊ«>Vi`ÊÕ«œ˜ÊÌ iÊ«ÀœiVÌ]Êi>V Êi˜}ˆ˜iiÀÊܜՏ`ÊÀiViˆÛiÊ>ÊLœ˜ÕÃʜvÊ LiÌÜii˜Êf£È]äääÊ>˜`ÊfÓx]äääʈvÊÌ iÞÊÃÕVVii`i`°Êº7iÊܜÀŽi`ʏˆŽiÊ`œ}Ã°Ê ÌÊÜ>ÃÊܓiʜvÊÌ iʓœÃÌÊv՘ʽÛiÊ >`ÊܜÀŽˆ˜}]»ÊÀiV>ÃÊÌi>“Ê“i“LiÀÊÀi`Ê œ˜Àœi°ÊÀiiʜvʓ>˜>}iÀˆ>Ê“i``ˆ˜}]ÊÌ iÊÓ>ÊÌi>“ʘœÌʜ˜ÞÊÃÕVVii`i`Ê After working together on Star Trek ˆ˜Ê}iÌ̈˜}ÊÌ iÊ >V½Ãʈ˜`iÀÊ̜ÊÀ՘ʜ˜ÊÌ iÊ* ÊVœ˜iÃ]ʈÌÊ>ÃœÊ“>˜>}i`Ê̜Ê}iÌÊ and QuickTime, Fred Monroe and +ՈVŽ/ˆ“iÊ>˜`ÊܓiʜvÊ+ՈVŽ À>ÜÊ8ÊܜÀŽˆ˜}]Ê>ÃÊÜiÊ>ÃÊÌ iʺ7iVœ“iÊ Fred Huxham eventually went on to ÌœÊ >Vˆ˜ÌœÃ »ÊÃÌ>ÀÌÕ«Ê}Àiï˜}°Ê>ۈ˜}ʓiÌÊÌ iˆÀÊ`i>`ˆ˜i]ÊÌ iÊ/ÀiŽŽˆiÃÊ form fredlabs inc. (www.fredlabs.com) VœiVÌi`ÊÌ iˆÀÊLœ˜ÕÃiÃÊ>˜`Ê̜œŽÊœvvÊvœÀÊ>ÊÜi‡`iÃiÀÛi`ÊÛ>V>̈œ˜Êˆ˜Ê >˜V՘]Ê in San Francisco. At the Macworld i݈Vœ°Ê˜ÊÌ iˆÀʓˆ˜`Ã]ÊÌ iÞÊ >`ʏ>ˆ`ÊÌ iÊ}ÀœÕ˜`ܜÀŽÊvœÀÊ>Ê«Àœ`ÕVÌÊÌ >ÌÊ Expo in January 1997, fredlabs VœÕ`ÊÃ>ÛiÊ
««iÊLÞÊ>œÜˆ˜}ʈÌÊ̜ÊVœ“«iÌiÊ i>`‡Ìœ‡ i>`ÊÜˆÌ ÊÌ iʈ˜viÀˆœÀÊ garnered considerable attention for ˆVÀœÃœvÌÊ7ˆ˜`œÜÃʜ˜ÊˆÌÃʜܘÊÌÕÀv\ʘÌi‡L>Ãi`ÊVœ“«ÕÌiÀð its VirtualMac, which allowed users to œÜÊ ˆÌÊ Ü>ÃÊ Õ«Ê ÌœÊ Ìi>“Ê i>`iÀÊ ÀˆÃÊ i,œÃÃˆÊ >˜`Ê ,œ}iÀÊ iˆ˜i˜]Ê run Mac applications within the BeOS 6*ʜvÊÜvÌÜ>ÀiÊi˜}ˆ˜iiÀˆ˜}]Ê̜ÊVœ˜Ûˆ˜ViÊ
««i½ÃÊiÝiVṎÛiÊÃÌ>vvÊÌ >ÌÊ-Ì>ÀÊ running on a Power Mac.

229 The Star Trek Saga The Star Trek Saga

/ÀiŽÊÜ>ÃÊܜÀÌ Ê«ÕÀÃՈ˜}°Ê"˜Ê iVi“LiÀÊ{]ÊÌ iÞÊ«ÀiÃi˜Ìi`ÊÌ iÊ-Ì>ÀÊ/ÀiŽÊ «ÀœÌœÌÞ«iÊ̜ÊÌ iÊ>ÃÃi“Li`ÊÃÌ>vv]ʓ>˜ÞʜvÊÜ œ“ÊVœÕ`˜½ÌÊLiˆiÛiÊÌ iˆÀÊiÞiÃ°Ê Àœ“Ê>ÊœÕÌÜ>À`Ê>««i>À>˜ViÃ]Ê iÀiÊÜ>ÃÊÌ iÊv>Li`Ê >VÊ"-ÊÀ՘˜ˆ˜}ʜ˜Ê>˜Ê ˜ÌiÊVœ“«ÕÌiÀÆÊ-Ì>ÀÊ/ÀiŽÊ >`ʓ>˜>}i`Ê̜ʫi˜iÌÀ>ÌiÊ`ii«ÊLi ˆ˜`Êi˜i“ÞÊ ˆ˜iðÊÀi`ÊœÀÃÞÌ ]Ê i>`ʜvÊ
««i½Ãʓ>˜Õv>VÌÕÀˆ˜}ÊLÕȘiÃÃÊ>˜`Ê >À`Ü>ÀiÊ i˜}ˆ˜iiÀˆ˜}]ÊÃ>ÜÊ ˆÃÊV>ÀiiÀÊy>à ÊLivœÀiÊ ˆÃÊiÞiðÊvÊ
««iÊÜ>ÃÊÃÕVViÃÃvՏʈ˜Ê Courtesy of Microsoft Corp. }iÌ̈˜}ÊÌ iÊ >VÊ"-Ê̜ÊÀ՘ʜ˜Ê˜Ìi]Ê`i“>˜`ÊvœÀÊ
««i½ÃÊ >À`Ü>ÀiÊܜՏ`Ê ˆŽiÞÊÏՓ«°ÊÕÀÌ iÀ“œÀi]ÊÌ iÊVœ“«>˜ÞÊÜ>ÃÊVœ““ˆÌÌi`Ê̜ʓœÛˆ˜}ÊÌ iÊ >Vˆ˜ÌœÃ Ê̜ÊÌ iÊ*œÜiÀ* ]Ê>˜`ÊÌ iÊ-Ì>ÀÊ/ÀiŽÊ«ÀœiVÌÊÜ>ÃÊ«iÀViˆÛi`ÊÌœÊ LiÊ>ÊÌ Ài>ÌÊ̜ÊÌ >ÌÊivvœÀÌÊ>ÃÊÜi°ÊœÜÊܜՏ`ʈÌʏœœŽÊ̜ʫ>À̘iÀÃÊ Ê>˜`Ê œÌœÀœ>ʈvÊ
««iÊÜ>ÃÊ«œÀ̈˜}ÊÌ iÊ >VÊ"-Ê̜ʘÌiÊ«ÀœViÃÜÀÃÊ>ÌÊÌ iÊÃ>“iÊ Ìˆ“iʈÌÊÜ>ÃÊVœ>LœÀ>̈˜}ʜ˜ÊÌ iÊ*œÜiÀ* ¶Ê"ÛiÀÊÌ iÃiʜLiV̈œ˜Ã]Êiˆ˜i˜Ê Ü>ÃÊ}ˆÛi˜ÊÌ iÊ}œ‡> i>`ÊÌœÊ >ÛiÊ ˆÃÊÌi>“Ê>ÌÌ>VŽÊÌ iÊ`iÌ>ˆÊܜÀŽÊ̜ʓ>ŽiÊ -Ì>ÀÊ/ÀiŽÊvՏÞÊv՘V̈œ˜>°
À“i`ÊÜˆÌ ÊÌ iÊiÝiVṎÛiÊÃÌ>vv½ÃÊ>««ÀœÛ>]Ê >ÀŽÊœ˜â>iÃ]ÊÌ iÊ«ÀœiVÌÊ “>ÀŽï˜}ʓ>˜>}iÀ]ʓ>`iÊÌ iÊÀœÕ˜`ÃʜvÊ* ÊVœ˜iÊÛi˜`œÀÃÊ̜Ê}>Õ}iÊÌ iˆÀÊ ˆ˜ÌiÀiÃÌʈ˜ÊL՘`ˆ˜}Ê-Ì>ÀÊ/ÀiŽÊœ˜ÊÌ iˆÀÊÃÞÃÌi“Ã°Ê œÃÌÊÜiÀiʈ˜ÌÀˆ}Õi`]ÊLÕÌÊ >À}Õi`ÊÌ >ÌÊÌ iÞÊVœÕ`˜½ÌÊ>vvœÀ`Ê̜ʫ>ÞʓÕV ÊvœÀʈÌÊLiV>ÕÃiÊÌ iˆÀÊVœ˜ÌÀ>VÌÃÊ “All the MBAs in the world can’t vœÀÊ7ˆ˜`œÜÃÊ Î°£Ê vœÀVi`Ê Ì i“Ê ÌœÊ «>ÞÊ >Ê ÀœÞ>ÌÞÊ ÌœÊ ˆVÀœÃœvÌÊ vœÀÊ iÛiÀÞÊ convince us it’s a good model.” Vœ“«ÕÌiÀÊà ˆ««i`]ÊÀi}>À`iÃÃʜvÊÜ >Ìʜ«iÀ>̈˜}ÊÃÞÃÌi“ʈÌÊVœ˜Ì>ˆ˜i`°Ê­/ ˆÃÊ Manager of Mac software architecture >˜ÌˆVœ“«ï̈ÛiÊ«À>V̈ViÊiÛi˜ÌÕ>Þʏ>˜`i`Ê ˆVÀœÃœvÌʈ˜ÊÌÀœÕLiÊÜˆÌ ÊÌ iÊ Roger Heinen, when asked in March i«>À̓i˜ÌʜvÊÕÃ̈Vi°® 1992 about making System 7 run on 7œÀÃiÊ Ì >˜Ê Ì iÊ Vœ˜iÊ Intel processors “>ŽiÀýÊÌi«ˆ`ÊÀiVi«Ìˆœ˜Ê̜Ê-Ì>ÀÊ /ÀiŽÊÜ>ÃÊiˆ˜i˜½ÃÊ`iviV̈œ˜ÊÌœÊ Will Mosgrove ˆVÀœÃœvÌÊ>ÌÊÌ iÊ Li}ˆ˜˜ˆ˜}Ê œvÊ £™™Î°Ê7ˆÌ œÕÌÊiˆ˜i˜Ê>ÀœÕ˜`Ê ÌœÊ «ÀœÌiVÌÊ Ì iÊ /ÀiŽŽˆiÃ]Ê ˆ˜Ê iLÀÕ>ÀÞÊÌ iÊ«ÀœiVÌÊÜ>ÃʓœÛi`Ê L>VŽÊ œ˜ÌœÊ
««i½ÃÊ V>“«ÕÃÊ >ÌÊ >˜`iÞÊ xÊ >˜`Ê «>Vi`Ê Õ˜`iÀÊ Dave Nagel took over Star Trek when Ì iÊVœ˜ÌÀœÊœvÊ >ۈ`Ê °Ê >}i]Ê manager of Mac software architecture Ì i˜Ê i>`Ê œvÊ Ì iÊ
`Û>˜Vi`Ê Roger Heinen left Apple for a position at /iV ˜œœ}ÞÊÀœÕ«°Ê/ iÊ«ÀœiVÌÊ Microsoft. L>œœ˜i`Ê vÀœ“Ê £nÊ «iœ«iÊ ÌœÊ xä]Ê >˜`Ê “œÃÌÊ ÜiÀiÊ vœÀVi`Ê ÌœÊ ÜÀˆÌiÊ `iÌ>ˆi`Ê Ã«iVˆwV>̈œ˜ÃÊ >˜`Ê Ü ˆÌiÊ «>«iÀÃÊ ˆ˜ÃÌi>`Ê œvÊ Vœ˜Vi˜ÌÀ>̈˜}Ê œ˜ÊÜÀˆÌˆ˜}ÊVœ`i°Ê/ i˜Ê ""Ê ˆV >iÊ-«ˆ˜`iÀʈ˜Ã̈ÌÕÌi`Ê>ÊÀœÕ˜`ʜvÊLiÌÊ Ìˆ} Ìi˜ˆ˜}°Ê
vÌiÀÊ >}iÊ >`Ê>œV>Ìi`Ê ˆÃÊLÕ`}iÌÊ̜ÊÀiۈȘ}ÊÌ iÊ"-ÊvœÀÊÌ iÊ *œÜiÀ* Ê>˜`ÊÕ«`>̈˜}Ê-ÞÃÌi“ÊÇ]ÊÌ iÀiÊÜ>ÃʘœÌÊi˜œÕ} ʓœ˜iÞʏivÌʜÛiÀÊ ÌœÊv՘`ÊÌ iÊVœ“«ïœ˜ÊœvÊ-Ì>ÀÊ/ÀiŽ]ÊÜ ˆV ÊÜ>ÃÊiÃ̈“>Ìi`ÊܜՏ`ÊÌ>ŽiÊ£nÊ “œ˜Ì ÃÊ>˜`ÊfÓäʓˆˆœ˜ÊLÞÊܓiÊ>VVœÕ˜ÌÃ°Ê >}iÊVœ˜Ãˆ`iÀi`ʓiÀ}ˆ˜}Ê-Ì>ÀÊ /ÀiŽÊÜˆÌ Ê>˜œÌ iÀÊ«ÀœiVÌʍÕÃÌÊ}iÌ̈˜}Ê՘`iÀÊÜ>Þ°Ê œ`i‡˜>“i`Ê,>«ÌœÀ]ʈÌÊ Ü>ÃÊ>˜Ê>ÌiÀ˜>̈ÛiÊ̜ÊÌ iÊ*ˆ˜ŽÊ"-ʓˆÀi`ʈ˜ÊÌ iÊLˆVŽiÀˆ˜}Ê>ÌÊ/>ˆ}i˜ÌÊ>˜`Ê Ü>Ãʈ˜Ìi˜`i`Ê̜ÊÀ՘ʜ˜Ê>˜ÞÊ *1]ʘœÌʍÕÃÌʘÌiÊœÀÊ œÌœÀœ>Ê«ÀœViÃÜÀÃ°Ê œÜiÛiÀ]ÊÌ iʓiÀ}iÀÊ«>˜ÊÜ>ÃÊ`ii“i`ʈ˜vi>ÈLi]Ê>˜`Ê-Ì>ÀÊ/ÀiŽÊ`ˆÃ>««i>Ài`Ê

230 231 From Diesel to Doctor

From Diesel to Doctor

Ì œÕ} Ê ˆV >iÊ°Ê-«ˆ˜`iÀʍœˆ˜i`Ê
««iʈ˜Ê-i«Ìi“LiÀÊ£™näÊ>Ãʓ>ÀŽï˜}Ê “>˜>}iÀÊvœÀÊ ÕÀœ«i>˜Êœ«iÀ>̈œ˜Ã]ÊÌ iʘ>̈ÛiʜvÊ iÀˆ˜]ÊiÀ“>˜Þ]Ê`ˆ`˜½ÌÊ «œ«Êիʜ˜ÊÌ iÊÀ>`>ÀÊÃVÀii˜ÃʜvʓœÃÌÊ
««iÊÜ>ÌV iÀÃÊ՘̈Ê>˜Õ>ÀÞÊә]Ê £™™ä]ÊÜ i˜Ê iʓœÛi`ÊÌœÊ Õ«iÀ̈˜œÊ̜Ê>ÃÃՓiÊÌ iÊÀœiʜvÊV ˆivʜ«iÀ>̈˜}Ê œvwViÀ]ÊÌ>Žˆ˜}ʜÛiÀÊÌ iÊܜÀ`܈`iʓ>˜Õv>VÌÕÀˆ˜}Ê>˜`ʓ>ÀŽï˜}Ê՘ˆÌÃÊÌ >ÌÊ >`Ê«ÀiۈœÕÏÞÊÀi«œÀÌi`Ê̜Êi>˜‡œÕˆÃÊ>ÃÃji°Ê ˆVŽ˜>“i`ʺ/ iÊ ˆiÃi»Ê “I’m a Mike Spindler fan. In my LiV>ÕÃiʜvÊ ˆÃÊ>LˆˆÌÞÊ̜Ê>ÌÌ>VŽÊVœ“«iÝÊ«ÀœLi“ÃÊ i>`‡œ˜ÊÜˆÌ Ê˜œ‡˜œ˜Ãi˜ÃiÊ personal opinion, he’s clearly “>˜>}i“i˜ÌÊiÝ«iÀˆi˜Vi]Ê-«ˆ˜`iÀÊÜ>ÃÊV Õ}}ˆ˜}Ê`œÜ˜Ê>ÊV>ÀiiÀÊ«>Ì ÊÌ >ÌÊ CEO material, and maybe the ܜՏ`ÊÌ>ŽiÊ ˆ“Ê̜ÊÌ iÊ ˆ} iÃÌÊiÝiVṎÛiʜvwViÊ>ÌÊ
««i°Ê˜ÊÃÌ>ÀŽÊVœ˜ÌÀ>ÃÌÊ board brought him in for that.” ̜Ê-ÌiÛiÊœLÃÊ>˜`Êœ ˜Ê-VՏiÞ]Ê-«ˆ˜`iÀʈÃÊ>Ê«>ÃȜ˜>ÌiÞÊ«ÀˆÛ>Ìiʓ>˜ÊÜ œ]Ê Jean-Louis Gassée, upon >VVœÀ`ˆ˜}Ê̜ʜ˜iÊvœÀ“iÀÊiÝiVṎÛi]ʺ`ˆ`ʘœÌÊ}iÌÊÜ iÀiÊ iʈÃÊLÞÊà œÜˆ˜}Ê ˆÃÊ announcing his intention to leave LÕÌÌʈ˜Ê«ÕLˆV°»Ê
ÃÊ>ÊÀiÃՏÌ]ʓœÃÌÊ«iœ«iÊܜՏ`ÊLiÊ >À`Ê«ÀiÃÃi`Ê̜ÊÀiV>Ê>Ê Apple Ș}iÊÌ ˆ˜}Ê iÊ>VVœ“«ˆÃ i`ÊÜ ˆiÊ>ÌÊÌ iÊ i“ÊœvÊ
««i°Ê/ >̽ÃÊ>Êà >“i]Ê (San Jose Mercury News, LiV>ÕÃiÊ >`Ê iÊ>V ˆiÛi`Ê ˆÃÊՏ̈“>ÌiÊ}œ>]ʈÌÃÊivviVÌÊܜՏ`Ê >ÛiÊLii˜Ê“œÀiÊ March 3, 1990) «ÀœvœÕ˜`ÊÌ >˜Ê>˜ÞÌ ˆ˜}Ê>˜Þœ˜iÊiÃiÊ>ÌÊ
««iÊ >`ÊiÛiÀÊ>VVœ“«ˆÃ i`\Ê/ iÊ wÀ“ÊܜՏ`Ê >ÛiÊVi>Ãi`Ê̜Êi݈ÃÌ°

“We used to have a joke that you don’t sit in the first ten rows at a Spindler speech, because you might drown from all the sweat and spit.” Apple sales manager John Ziel

“This isn’t anything new. Since 1986, we held serious Almost since the moment he arrived in Cupertino, Michael Spindler tried to discussions with DEC, Kodak, merge Apple with a variety of different corporations. Sony, Sun, Compaq, IBM, and a few other companies I’d rather 1«œ˜Ê>ÀÀˆÛˆ˜}ʈ˜Ê Õ«iÀ̈˜œ]Ê-«ˆ˜`iÀÊÜ>Ãʈ˜ÃÌÀÕVÌi`ÊLÞÊ "Ê-VՏiÞÊ not name now. They were very ̜ÊLi}ˆ˜Ê>ÊÃiVÀiÌÊÃi>ÀV ÊvœÀÊ>ÊÜ>ÞÊ̜ʫ>ˆÀÊ
««i½ÃÊLÀ>˜`ʘ>“iÊ>˜`ÊÃÕ«iÀˆœÀÊ thoughtful discussions. We ÜvÌÜ>ÀiÊÜˆÌ ÊÌ iʓ>ÀŽiÌʓÕÃViÊ>˜`ÊLœ>À`Àœœ“ÊVÀi`ˆLˆˆÌÞʜvÊ>ʏ>À}iÀÊ considered everything from ‘Let’s Vœ“«>˜Þ°Ê-VՏiÞÊviÌÊÌ >ÌÊÌ iÊ >Vʓ>ÀŽiÌÊܜՏ`ÊϜ܏ÞÊiÀœ`iÊ>˜`ÊÌ >ÌÊ trade technology’ to ‘Let’s put
««i½Ãʜ˜ÞÊ œ«iÊÜ>ÃÊ̜ÊVÀi>ÌiʘiÜÊÀiÛi˜ÕiÊÃÌÀi>“ÃÊvÀœ“Ê«Àœ`ÕVÌÃÊÃÕV Ê>ÃÊ the companies together’ with Ì iÊ iÜ̜˜Ê«iÀܘ>Ê`ˆ}ˆÌ>Ê>ÃÈÃÌ>˜ÌÊ>˜`Ê*ˆ««ˆ˜ÊÃi̜̇«ÊLœÝ]ÊLÕÌÊ`iÛiœ«ˆ˜}Ê each one of them.” Ì iÃiÊ«Àœ`ÕVÌÃÊ̜ÊÌ iÊ«œˆ˜ÌʜvÊÃiv‡ÃÕvwVˆi˜VÞÊܜՏ`ÊÀiµÕˆÀiÊÌ iÊÀiÜÕÀViÃÊ Chairman Mike Markkula, œvÊ>ʏ>À}iÀÊVœ“«>˜Þ°Ê on 1996 merger speculation

233 From Diesel to Doctor From Diesel to Doctor

-Õ˜Ê ˆVÀœÃÞÃÌi“Ã]Ê >˜Ê Õ«‡>˜`‡Vœ“ˆ˜}Ê ÜœÀŽÃÌ>̈œ˜Ê “>˜Õv>VÌÕÀiÀ]Ê >`ÊLii˜ÊÌÀވ˜}Ê ÌœÊ“iÀ}iÊÜˆÌ Ê
««iÊȘViÊ£™nn]Ê >˜`ÊLÞÊÌ iÊv>ÊœvÊ£™™ä]Ê>Ê`i>Ê Ü>ÃÊ>ÊLÕÌÊw˜>ˆâi`ÊÜ i˜]ʜÕÌÊ

Courtesy of Sun Microsystems œvÊÌ iÊLÕi]Ê Ê«ÀiÈ`i˜ÌÊ>VŽÊ Õi iÀÊ V>i`Ê -«ˆ˜`iÀÊ >˜`Ê «Àœ«œÃi`Ê ÜœÀŽˆ˜}Ê Ìœ}iÌ iÀÊ œ˜Ê,- Ê­Ài`ÕVi`ʈ˜ÃÌÀÕV̈œ˜Ê ÃiÌÊ Vœ“«Ṏ˜}®Ê V ˆ«Ã°Ê 1˜`iÀÊ Ì iÊ -Õ˜Ê `i>]Ê -«ˆ˜`iÀÊ v>Vi`Ê `i“œÌˆœ˜ÊÜ i˜Ê-Õ˜Ê "Ê-VœÌÌÊ °Ê V i>ÞÊ̜œŽÊœÛiÀÊ>ÃÊ ""Ê œvÊ Ì iÊ Vœ“Lˆ˜i`Ê Vœ“«>˜ˆiÃ°Ê 7œÀŽˆ˜}Ê ÜˆÌ Ê  ]Ê œÜiÛiÀ]Ê œvviÀi`Ê-«ˆ˜`iÀÊ>ÊÜ>ÞÊ̜ÊÃ>ÛiÊ ˆÃÊ ˆ} ‡«œÜiÀi`ʍœL]ÊÜÊ
««iÊ ivÌÊ-՘Ê>ÌÊÌ iÊ>Ì>À° Sun Microsystems CEO Scott McNealy - œÀ̏ÞÊ >vÌiÀÊ -«ˆ˜`iÀÊ wanted to merge with Apple as far back LiV>“iÊ «ÀiÈ`i˜ÌÊ œvÊ
««iÊ as 1988. ˆ˜Ê œÛi“LiÀÊ £™™ä]Ê -VՏiÞÊ “>˜>}i`Ê̜ÊVœ˜Ûˆ˜ViÊ ]ÊÌ iÊ ÜœÀ`½Ãʏ>À}iÃÌÊVœ“«ÕÌiÀÊVœ“«>˜Þ]Ê̜ʫ>À̘iÀÊÜˆÌ Ê
««iÊ>˜`Ê œÌœÀœ>ʜ˜Ê Ì iÊ*œÜiÀ* ÊV ˆ«]Ê>ÃÊÜiÊ>Ãʜ˜Ê/>ˆ}i˜Ìʭ̜Ê`iÛiœ«ÊÌ iÊ*ˆ˜ŽÊœ«iÀ>̈˜}Ê ÃÞÃÌi“®Ê>˜`Ê>iˆ`>ʭ̜Ê`iÛiœ«Ê-VÀˆ«Ì8ʓՏ̈“i`ˆ>Ê̜œÃ®°Ê"˜ÊՏÞÊÎ]Ê£™™£]Ê
««iÊ>˜`Ê ʈÃÃÕi`Ê>Ê«Àiˆ“ˆ˜>ÀÞÊ«ÀiÃÃÊÀii>ÃiÊLÕÌÊ`ˆ`˜½ÌÊVœ˜ÃՓ“>ÌiÊ Ì iÊ`i>Ê՘̈Ê"V̜LiÀÊÓ]ÊÜ i˜ÊiÝiVṎÛiÃÊÈ}˜i`ÊÌ iÊ«>«iÀÃÊ`ÕÀˆ˜}Ê>Ê«ÀiÃÃÊ Vœ˜viÀi˜ViÊ>ÌÊÌ iÊ>ˆÀ“œ˜ÌÊœÌiÊˆ˜Ê->˜ÊÀ>˜VˆÃVœÊ­Ãiiʺ/ iÊ-ÌÀ>˜}iÃÌÊ i`viœÜʜvÊ
»®°
Ì œÕ} ʈÌÊ >`ÊÀi>V i`Ê>Ê ˆÃ̜ÀˆVÊ>ˆ>˜ViÊÜˆÌ ÊˆÌÃÊvœÀ“iÀÊ>ÀV i˜i“Þ]Ê
««iÊÜ>ÃÊÃ̈Ê>˜ÝˆœÕÃÊ̜ʓiÀ}i°Ê/ ÀœÕ} œÕÌÊÌ iÊÃՓ“iÀʜvÊ£™™Ó]Ê
««iÊ Ü>Ãʈ˜ÊÃiÀˆœÕÃÊÌ>ŽÃÊÜˆÌ Ê« œÌœ}À>« ÞÊ}ˆ>˜ÌÊ >Ã̓>˜Êœ`>Ž]ÊLÕÌÊÌ >ÌÊ`i>Ê viÊ>«>ÀÌʜÛiÀÊVՏÌÕÀ>Ê`ˆvviÀi˜ViðÊ
ÌÊÌ iÊLi}ˆ˜˜ˆ˜}ʜvÊ£™™Î]ʈÌʏœœŽi`Ê ˆŽiÊ
««iÊ >`ÊvœÕ˜`ÊÌ iÊ«iÀviVÌÊ«>À̘iÀʈ˜Ê
/E/°Ê ÝiVṎÛiÃÊvÀœ“ÊLœÌ Ê Vœ“«>˜ˆiÃʓiÌÊvÀiµÕi˜ÌÞʈ˜Ê œÌÊ>˜`Ê i>ÛÞÊ`ˆÃVÕÃȜ˜Ãʜ˜Ê œÜÊ̜ÊVœ“Lˆ˜iÊ Ì iÊÌܜÊwÀ“Ã]Ê>˜`ʈÌʏœœŽi`ʏˆŽiÊ>Ê`i>ÊÜ>Ãʈ““ˆ˜i˜Ì°Ê ÕÌÊÌ iʓiÀ}iÀÊ Vœ>«Ãi`Ê>ÌÊÌ iÊi˜`ʜvÊ
«ÀˆÊLiV>ÕÃiÊ
/E/ÊÜ>ÃÊÃ̈ÊÓ>À̈˜}ÊvÀœ“ʈÌÃÊ LœÌV i`Ê«ÕÀV >ÃiʜvÊ ,Ê>˜`ÊÜ>ÃÊ«Ài«>Àˆ˜}Ê̜ÊØ>«ÊÕ«Ê V >ÜÊ iÕ>ÀÊ œ““Õ˜ˆV>̈œ˜ÃÊvœÀÊf££°xÊLˆˆœ˜°Ê “I am not available or interested 7 ˆiÊ
««iÊ Ü>ÃÊ ˆ˜Ê `ˆÃVÕÃȜ˜ÃÊ ÜˆÌ Ê
/E/]Ê -VՏiÞÊ Ü>ÃÊ >ÃœÊ in being CEO of IBM.” Vœ˜Ãˆ`iÀˆ˜}ÊÃ܈ÌV ˆ˜}ÊVœ>ÃÌÃÊ̜Ê>VVi«ÌÊÌ iÊ«œÃˆÌˆœ˜ÊœvÊ "ʜvÊ °ÊÌÊÜ>ÃÊ John Sculley Ì iʏ>ÃÌÊÃÌÀ>ÜÊvœÀÊ
««i½ÃÊLœ>À`°ÊÌÊviÌÊÌ >Ìʈ˜Êëi˜`ˆ˜}ÊÜʓÕV Ê̈“iʜ˜Ê (The Wall Street Journal, March 11, Ì iÊiÝ«i˜ÃˆÛiÊ iÜ̜˜Ê«ÀœiVÌÊ>˜`Ê i«ˆ˜}ÊÌ iÊ ˆ˜Ìœ˜ÊV>“«>ˆ}˜]Ê-VՏiÞÊ 1993) >`ÊÌ>Ži˜Ê ˆÃÊiÞiÃʜvvÊÌ iÊL>Ê̜ÊÌ iÊ«œˆ˜ÌÊÜ iÀiÊ
««iÊÜ>ÃÊ«Ài«>Àˆ˜}ÊÌœÊ >˜˜œÕ˜ViʈÌÃʏ>À}iÃÌʵÕ>ÀÌiÀÞʏœÃÃÊ̜Ê`>Ìi°Ê"˜Ê՘iÊ£n]Ê£™™Î]Ê-VՏiÞÊÃÌi««i`Ê

234 235 The Clone Quandary

The Clone Quandary

««i½ÃÊ}Ài>ÌiÃÌÊÃÌÀ>Ìi}ˆVʓˆÃÌ>Žiʓ>ÞÊ >ÛiÊLii˜ÊˆÌÃÊÀivÕÃ>Ê̜ʏˆVi˜ÃiÊÌ iÊ >Vˆ˜ÌœÃ Ê >À`Ü>ÀiÊ >˜`ʜ«iÀ>̈˜}Ê ÃÞÃÌi“Ê ՘̈Ê ˆÌÊ Ü>ÃÊ ÌœœÊ >Ìi°Ê >˜ÞÊ œLÃiÀÛiÀÃÊÀi>ܘÊÌ >ÌÊÜ i˜ÊÌ iÊ >VÊÜ>Ãʈ˜ÌÀœ`ÕVi`ʈ˜Ê£™n{]ʈÌÊÜ>ÃÊÜÊv>ÀÊ ÃÕ«iÀˆœÀÊ̜Ê>˜ÞÌ ˆ˜}ÊÌ iÊVœ“«ï̈œ˜ÊœvviÀi`ÊÌ >ÌÊÌ iʜ˜ÞÊÌ ˆ˜}ÊÌ >ÌÊ i`Ê
««iÊL>VŽÊvÀœ“Ê`œ“ˆ˜>̈œ˜ÊœvÊÌ iÊ«iÀܘ>ÊVœ“«ÕÌiÀʈ˜`ÕÃÌÀÞÊÜ>ÃÊÌ iÊ Vœ“«>˜Þ½ÃÊÃÌÕLLœÀ˜Ê«œˆVÞʜvÊ}œˆ˜}ʈÌÊ>œ˜i° >VÃÊÀiÞÊ i>ۈÞʜ˜Ê
««i½ÃÊ«Àœ«ÀˆiÌ>ÀÞÊÀi>`‡œ˜Þʓi“œÀÞÊ­," ®Ê >˜`ÊVÕÃ̜“‡`iÈ}˜i`ÊV ˆ«ÃÊV>i`Ê
- Ã]Êà œÀÌÊvœÀÊ
««ˆV>̈œ˜‡-«iVˆwVÊ ˜Ìi}À>Ìi`Ê ˆÀVՈÌðÊ/ ˆÃÊ«ÀiÛi˜ÌÃÊVœ“«>˜ˆiÃÊvÀœ“Ê«Àœ`ÕVˆ˜}Ê >VÊVœ˜iÃÊ ÜˆÌ œÕÌÊ
««i½ÃÊLiÃȘ}°Ê-œ“iÊÛi˜`œÀÃÊ­ÃÕV Ê>ÃÊ œLÞ]Ê Þ˜>“>V]Ê>˜`Ê "ÕÌLœÕ˜`Ê-ÞÃÌi“Ã®Ê >ÛiÊÌÀˆi`Ê̜Ê}iÌÊ>ÀœÕ˜`ÊÌ ˆÃÊ«ÀœLi“ÊLÞÊLՈ`ˆ˜}Ê Vœ˜iÃÊÜˆÌ Ê“œÌ iÀLœ>À`Ãʈ˜ÌœÊÜ ˆV ÊÕÃiÀÃÊÜiÀiÊiÝ«iVÌi`Ê̜ʈ˜ÃiÀÌÊ>Ê," Ê Ì >ÌÊV>“iÊvÀœ“Ê>ʏi}ˆÌˆ“>ÌiÊ >VÊ>˜`ÊÌ i˜ÊœLÌ>ˆ˜Ê>˜`ʈ˜ÃÌ>ÊÌ iʘiViÃÃ>ÀÞÊ œ«iÀ>̈˜}ÊÃÞÃÌi“°Ê ii`iÃÃÊ̜ÊÃ>Þ]ÊÌ ˆÃÊÜ>ÃʜvÌi˜Ê“œÀiÊܜÀŽÊÌ >˜ÊˆÌÊÜ>ÃÊ ÜœÀÌ Ê>˜`ʘiÛiÀÊV>Õ} Ìʜ˜°ÊvÊޜÕÊÜ>˜Ìi`Ê̜ʏi}>ÞÊLՈ`Ê>Ê >VÊVœ˜i]ÊޜÕÊ >`Ê̜Ê}iÌÊ
««i½ÃÊ«iÀ“ˆÃȜ˜]Ê>˜`Ê
««iÊȓ«ÞÊÀivÕÃi`Ê̜ÊVœœ«iÀ>Ìi°
vÌiÀÊ >VÊÃ>iÃÊÌ>«iÀi`ʜvvʈ˜Ê>ÌiÊ£™n{]Ê
««iÊv>Vi`Ê>ÊÃiÀˆœÕÃÊ«ÀœLi“Ê “If Apple had licensed the Mac LiV>ÕÃiʓ>˜>}i“i˜ÌÊ >`ÊiÃÃi˜Ìˆ>ÞÊLiÌÊÌ iÊvÕÌÕÀiʜvÊÌ iÊVœ“«>˜Þʜ˜Ê OS when it first came out, Ì iʘiÜÊVœ“«ÕÌiÀ°Ê"˜iÊÌ ˆ˜}Ê œ`ˆ˜}ÊL>VŽÊÃ>iÃÊÜ>ÃÊÌ iÊ«iÀVi«Ìˆœ˜ÊÌ >ÌÊ Windows wouldn’t exist today.”
««iÊÜ>ÃÊÃ̈Ê>˜ÊÕ«ÃÌ>ÀÌÊVœ“«>˜Þ°Ê
ÃÊÌ iÊ܏iÊÜÕÀViʜvÊ >VÃ]ʈÌÊ`ˆ`˜½ÌÊ Robertson Stephens analyst Ài«ÀiÃi˜ÌÊ>ÊÃ>viÊLiÌÊÜ i˜ÊˆÌÊV>“iÊ̜ʫÕÀV >Ș}ÊiµÕˆ«“i˜Ì°Ê/ >̽ÃÊÜ i˜Ê Jon van Bronkhorst Ì iʈ`i>ʜvʏˆVi˜Ãˆ˜}ÊÌ iÊ >VÊÌœÊœÌ iÀÃÊÜ>ÃÊwÀÃÌʎˆVŽi`Ê>ÀœÕ˜`ʈ˜ÊÌ iÊ >ÃÊ (San Francisco Chronicle, œvÊ
««i½ÃÊ Õ«iÀ̈˜œÊV>“«ÕðÊvʓՏ̈«iÊÛi˜`œÀÃÊ܏`Ê >VÃ]ÊÌ iÀiÊܜՏ`Ê August 8, 1994) LiʓœÀiÊV œˆVi]Ê>˜`ÊLÕÞiÀÃÊܜՏ`˜½ÌÊLiÊ`i«i˜`i˜ÌÊÕ«œ˜Ê>ÊȘ}iÊÜÕÀVi]Ê Ài>ܘi`ÊÃÕ««œÀÌiÀðÊ-ÌÀ>˜}iÞÊi˜œÕ} ]ʜ˜iʜvÊÌ iÊÃÌÀœ˜}iÃÌÊÃÕ««œÀÌiÀÃʜvÊ Ì iʏˆVi˜Ãˆ˜}ÊivvœÀÌÊÜ>Ãʘœ˜iÊœÌ iÀÊÌ >˜Ê ˆVÀœÃœvÌÊ "Ê ˆÊ>ÌiðÊ"˜Ê ՘iÊÓx]Ê£™nx]Ê>ÌiÃÊÃi˜ÌÊ>Ê`iÌ>ˆi`ʓi“œÊ̜Ê
««iÊ "Êœ ˜Ê-VՏiÞÊ >˜`Ê
««iÊ*Àœ`ÕVÌÃÊ«ÀiÈ`i˜ÌÊi>˜‡œÕˆÃÊ>ÃÃji]ÊLi}}ˆ˜}ÊÌ i“Ê̜ÊVœ˜Ãˆ`iÀÊ ˆVi˜Ãˆ˜}ÊÌ iÊ >VÊ"-Ê̜ʜÕÌÈ`iÀð

Gates’ Most Amazing Memo

/œ\Êœ ˜Ê-VՏiÞ]Êi>˜ÊœÕˆÃÊ>ÃÃjiÊ Àœ“\Ê ˆÊ>ÌiÃ]ÊivvÊ,>ˆŽiÃÊ >Ìi\Ê՘iÊÓx]Ê£™nxÊ ,i\Ê
««iʈVi˜Ãˆ˜}ʜvÊ >VÊ/iV ˜œœ}Þ VV\Êœ˜Ê- ˆÀiÞ

>VŽ}ÀœÕ˜`\
««i½ÃÊÃÌ>Ìi`Ê«œÃˆÌˆœ˜Êˆ˜Ê«iÀܘ>ÊVœ“«ÕÌiÀÃʈÃʈ˜˜œÛ>̈ÛiÊÌiV ˜œœ}ÞÊ i>`iÀ°Ê/ ˆÃÊ«œÃˆÌˆœ˜Êˆ“«ˆiÃÊÌ >ÌÊ
««iʓÕÃÌÊVÀi>ÌiÊ>ÊÃÌ>˜`>À`ʜ˜Ê˜iÜ]Ê

Vœ˜Ìˆ˜Õi`ʜ˜Ê˜iÝÌÊ«>}io

245 The Clone Quandary The Clone Quandary

>`Û>˜Vi`ÊÌiV ˜œœ}Þ°Ê/ iÞʓÕÃÌÊiÃÌ>LˆÃ Ê>ʺÀiۜṎœ˜>ÀÞ»Ê>ÀV ˆÌiVÌÕÀi]Ê Ü ˆV ʘiViÃÃ>ÀˆÞʈ“«ˆiÃʘiÜÊ`iÛiœ«“i˜Ìʈ˜Vœ“«>̈LiÊÜˆÌ Êi݈Ã̈˜}Ê >ÀV ˆÌiVÌÕÀið

««iÊ “ÕÃÌÊ “>ŽiÊ >Vˆ˜ÌœÃ Ê >Ê ÃÌ>˜`>À`°Ê ÕÌÊ ˜œÊ «iÀܘ>Ê Vœ“«ÕÌiÀÊ Vœ“«>˜Þ]ʘœÌÊiÛi˜Ê  ]ÊV>˜ÊVÀi>ÌiÊ>ÊÃÌ>˜`>À`ÊÜˆÌ œÕÌʈ˜`i«i˜`i˜ÌÊ Courtesy of Microsoft Corp. ÃÕ««œÀÌ°Ê Ûi˜ÊÌ œÕ} Ê
««iÊÀi>ˆâi`ÊÌ ˆÃ]ÊÌ iÞÊ >ÛiʘœÌÊLii˜Ê>LiÊ̜Ê}>ˆ˜Ê Ì iʈ˜`i«i˜`i˜ÌÊÃÕ««œÀÌÊÀiµÕˆÀi`Ê̜ÊLiÊ«iÀViˆÛi`Ê>ÃÊ>ÊÃÌ>˜`>À`°

/ iÊ Ãˆ}˜ˆvˆV>˜ÌÊ ˆ˜ÛiÃ̓i˜ÌÊ ­iëiVˆ>ÞÊ ˆ˜`i«i˜`i˜ÌÊ ÃÕ««œÀÌ®Ê ˆ˜Ê >Ê ºÃÌ>˜`>À`Ê«iÀܘ>ÊVœ“«ÕÌiÀ»ÊÀiÃՏÌÃʈ˜Ê>˜Êˆ˜VÀi`ˆLiʓœ“i˜ÌՓÊvœÀÊ ˆÌÃÊ>ÀV ˆÌiVÌÕÀi°Ê-«iVˆwV>Þ]ÊÌ iÊ Ê* Ê>ÀV ˆÌiVÌÕÀiÊVœ˜Ìˆ˜ÕiÃÊ̜ÊÀiViˆÛiÊ Õ}iʈ˜ÛiÃ̓i˜ÌÊ>˜`Ê}>ˆ˜ÃÊ>``ˆÌˆœ˜>Ê“œ“i˜ÌՓ°Ê­/ œÕ} ÊVi>ÀÞÊÌ iÊ ˆ˜`i«i˜`i˜Ìʈ˜ÛiÃ̓i˜Ìʈ˜ÊÌ iÊ
««iÊ]Ê>˜`ÊÌ iÊÀiÃՏ̈˜}ʓœ“i˜ÌՓ]ʈÃÊ >˜œÌ iÀÊ}Ài>ÌÊiÝ>“«i°®Ê/ iʈ˜ÛiÃ̓i˜Ìʈ˜ÊÌ iÊ Ê>ÀV ˆÌiVÌÕÀiʈ˜VÕ`iÃÊ `iÛiœ«“i˜ÌÊ œvÊ `ˆvviÀi˜Ìˆ>Ìi`Ê Vœ“«>̈LiÃ]Ê ÃœvÌÜ>ÀiÊ >˜`Ê «iÀˆ« iÀ>ÃÆÊ ÕÃiÀÊ>˜`ÊÃ>iÃÊV >˜˜iÊi`ÕV>̈œ˜ÆÊ>˜`ʓœÃÌʈ“«œÀÌ>˜ÌÞ]Ê>Ì̈ÌÕ`iÃÊ>˜`Ê «iÀVi«Ìˆœ˜ÃÊÌ >ÌÊ>ÀiʘœÌÊi>ȏÞÊV >˜}i`° “When the Mac came out in 1984, we wrote letters to Sculley,
˜ÞÊ `iwVˆi˜VˆiÃÊ ˆ˜Ê Ì iÊ  Ê >ÀV ˆÌiVÌÕÀiÊ >ÀiÊ µÕˆVŽÞÊ iˆ“ˆ˜>Ìi`Ê LÞÊ and we told him who to go to ˆ˜`i«i˜`i˜ÌÊÃÕ««œÀÌ°Ê>À`Ü>ÀiÊ`iwVˆi˜VˆiÃÊ>ÀiÊÀi“i`ˆi`ʈ˜ÊÌܜÊÜ>ÞÃ\ at HP and who to go to at AT&T to license the machine because U Ê iÝ«>˜Ãˆœ˜ÊV>À`Ãʓ>`iÊ«œÃÈLiÊLiV>ÕÃiʜvÊ>VViÃÃÊ̜ÊÌ iÊLÕÃÊ­i°}°Ê we’d really bet our future on the Ì iÊ ˆ} Ê Ài܏Ṏœ˜Ê iÀVՏiÃÊ }À>« ˆVÃÊ V>À`Ê vœÀÊ “œ˜œV Àœ“iÊ Mac. We stopped doing DOS “œ˜ˆÌœÀî application development and U Ê “>˜Õv>VÌÕÀiÊ œvÊ `ˆvviÀi˜Ìˆ>Ìi`Ê Vœ“«>̈LiÃÊ ­i°}°Ê Ì iÊ œ“«>µÊ did all our work in the graphical «œÀÌ>Li]ʜÀÊÌ iÊv>ÃÌiÀÊ iÎ*Àœ®° environment, so we were very worried in 1985 when Mac sales / iÊVœÃi`Ê>ÀV ˆÌiVÌÕÀiÊ«ÀiÛi˜ÌÃÊȓˆ>Àʈ˜`i«i˜`i˜Ìʈ˜ÛiÃ̓i˜Ìʈ˜ÊÌ iÊ slowed down actually from the >Vˆ˜ÌœÃ °Ê/ iÊ Ê>ÀV ˆÌiVÌÕÀi]ÊÜ i˜ÊVœ“«>Ài`Ê̜ÊÌ iÊ >Vˆ˜ÌœÃ ]Ê first year and we were trying «ÀœL>LÞÊ >ÃʓœÀiÊÌ >˜Ê£ääÊ̈“iÃÊÌ iÊi˜}ˆ˜iiÀˆ˜}ÊÀiÜÕÀViÃÊ>««ˆi`ÊÌœÊ to make all these suggestions. ˆÌÊÜ i˜Êˆ˜ÛiÃ̓i˜ÌʜvÊVœ“«>̈Liʓ>˜Õv>VÌÕÀiÀÃʈÃʈ˜VÕ`i`°Ê/ iÊÀ>̈œÊ It’s probably too late to make a LiVœ“iÃÊiÛi˜Ê}Ài>ÌiÀÊÜ i˜ÊÌ iʓ>˜Õv>VÌÕÀiÀÃʜvÊiÝ«>˜Ãˆœ˜ÊV>À`ÃÊ>ÀiÊ licensing program work.” ˆ˜VÕ`i`° Microsoft CEO Bill Gates, during a January 30, 1996, speech œ˜VÕȜ˜\
ÃÊÌ iʈ˜`i«i˜`i˜Ìʈ˜ÛiÃ̓i˜Ìʈ˜Ê>ʺÃÌ>˜`>À`»Ê>ÀV ˆÌiVÌÕÀiÊ}ÀœÜÃ]ÊÃœÊ `œiÃÊÌ iʓœ“i˜ÌՓÊvœÀÊÌ >ÌÊ>ÀV ˆÌiVÌÕÀi°Ê/ iʈ˜`ÕÃÌÀÞÊ >ÃÊÀi>V i`ÊÌ iÊ «œˆ˜ÌÊÜ iÀiʈÌʈÃʘœÜʈ“«œÃÈLiÊvœÀÊ
««iÊ̜ÊVÀi>ÌiÊ>ÊÃÌ>˜`>À`ʜÕÌʜvÊÌ iˆÀÊ ˆ˜˜œÛ>̈ÛiÊÌiV ˜œœ}ÞÊÜˆÌ œÕÌÊÃÕ««œÀÌÊvÀœ“]Ê>˜`ÊÌ iÊÀiÃՏ̈˜}ÊVÀi`ˆLˆˆÌÞÊ œvÊœÌ iÀÊ«iÀܘ>ÊVœ“«ÕÌiÀʓ>˜Õv>VÌÕÀiÀðÊ/ ÕÃ]Ê
««iʓÕÃÌʜ«i˜ÊÌ iÊ >Vˆ˜ÌœÃ Ê>ÀV ˆÌiVÌÕÀiÊÌœÊ >ÛiÊÌ iʈ˜`i«i˜`i˜ÌÊÃÕ««œÀÌÊÀiµÕˆÀi`Ê̜Ê}>ˆ˜Ê “œ“i˜ÌՓÊ>˜`ÊiÃÌ>LˆÃ Ê>ÊÃÌ>˜`>À`°

246 247 The Doctor’s Strong Medicine

The Doctor’s Strong Medicine

À°ÊˆLiÀÌÊÀ>˜ŽÊ
“iˆœ½ÃÊÌi˜ÕÀiÊ>ÃÊ
««i½ÃÊ "ÊÜ>ÃÊà œÀÌÊ>˜`ÊÜÕÀ°Ê 7 i˜Ê iÊ̜œŽÊœÛiÀÊÌ iÊVœ“«>˜Þ]ʈÌÊÜ>Ãʈ˜ÊÌ iÊܜÀÃÌÊà >«iʈ˜ÊˆÌÃÊÀœVŽÞÊ ˆÃ̜ÀÞ°ÊiÊV>“ÞÊÃÕÀÛiÞi`ÊÌ iʏ>˜`ÃV>«i]Ê`iۈÃi`Ê>ʘœ‡vÀˆÃÊÀiVœÛiÀÞÊ«>˜]Ê >˜`ʓiÌ œ`ˆV>ÞÊÜi˜ÌÊ>LœÕÌʈÌÃʈ“«i“i˜Ì>̈œ˜°ÊˆÃÊivvœÀÌÃÊÜiÀiʜvÌi˜Ê ÃÌޓˆi`ÊLÞÊi˜ÌÀi˜V i`Ê
««iÊiÝiVṎÛiÃ]Ê՘vœÀ}ˆÛˆ˜}ʓ>ÀŽiÌÊÀi>ˆÌˆiÃ]Ê>˜`Ê “Apple is a lot like Italy. It’s a “i``ˆ˜}ʜÕÌÈ`iÀðÊiÊ«ÀœL>LÞÊVœÕ`Ê >ÛiʜÛiÀVœ“iÊ>ÊœvÊÌ iÃiʜLÃÌ>ViÃÊ highly creative company, but >`Ê iʘœÌÊLii˜ÊLˆ˜`È`i`ÊLÞÊ>˜Ê>`ۈÜÀÊ iÊ ˆ“ÃivÊLÀœÕ} ÌÊL>VŽÊˆ˜ÌœÊÌ iÊ with that comes chaos.”
««iÊvœ`ÊÜˆÌ ÊÌ iÊ}ÕÌÃÞÊ«ÕÀV >ÃiʜvÊ i8/\Ê-ÌiÛiÊœLð Marketing executive Regis McKenna
“iˆœÊ >`Ê i>À˜i`Ê >Ê Ài«ÕÌ>̈œ˜Ê>ÃÊ>ʺÌÀ>˜ÃvœÀ“>̈œ˜Ê “>˜>}iÀ»Ê LÞÊ i«ˆ˜}Ê ÀiÛiÀÃiÊ Ì iÊ vœÀÌ՘iÃÊ œvÊ ,œVŽÜiÊ ˜ÌiÀ˜>̈œ˜>Ê >˜`Ê >̈œ˜>Ê -i“ˆVœ˜`ÕV̜À]Ê Ì iÊ vœÕÀÌ ‡ >À}iÃÌÊ Vœ“«ÕÌiÀÊ V ˆ«Ê “>˜Õv>VÌÕÀiÀ°Ê7 i˜Ê iÊ>ÀÀˆÛi`Ê >ÌÊ >̈œ˜>Ê-i“ˆVœ˜`ÕV̜Àʜ˜Ê iLÀÕ>ÀÞÊ£]Ê£™™£]Ê>ÃÊV >ˆÀ“>˜]Ê Courtesy of HarperBusiness and David Powers «ÀiÈ`i˜Ì]Ê>˜`Ê "]ÊÌ iÊwÀ“Ê Ü>ÃÊ ˜i>ÀÊ L>˜ŽÀÕ«ÌVÞ]Ê >ۈ˜}Ê “If [Apple’s board] had called ÃÕvviÀi`ÊvœÕÀÊVœ˜ÃiVṎÛiÊÞi>ÀÃÊ me, I would have recommended œvʏœÃÃiÃÊ̜Ì>ˆ˜}ÊfÎÓäʓˆˆœ˜°Ê that Amelio was absolutely the ˜Ê £™™x]Ê ˆÌÊ Ài«œÀÌi`Ê ˆÌÃÊ Ì ˆÀ`Ê wrong man for the job. He left ÃÌÀ>ˆ} ÌÊÞi>ÀʜvÊ«ÀœwÌÃ]Êi>À˜ˆ˜}Ê National in a disaster.” >ÊÀiVœÀ`ÊfÓÈ{ʓˆˆœ˜Êœ˜ÊÃ>iÃÊ Former National Semiconductor CEO œvÊfÓ°{ÊLˆˆœ˜°Ê7 ˆiʈÌÊ >`˜½ÌÊ Charles Sporck i˜œÞi`ÊÌ iÊÃ>“iÊ}ÀœÜÌ Ê>ÃÊÌ iÊ Dr. Gil Amelio was given only 17 months œÛiÀ>Ê Lœœ“ˆ˜}Ê V ˆ«Ê “>ÀŽiÌ]Ê to restore Apple to health before being >̈œ˜>Ê -i“ˆVœ˜`ÕV̜ÀÊ >`Ê booted out by the board of directors. Vi>ÀÞÊ Lii˜Ê «Õi`Ê vÀœ“Ê Ì iÊ wÀi°Ê
««iʘii`i`Ê>ʓ>˜ÊÜˆÌ Ê
“iˆœ½ÃÊÌ>i˜ÌÃÊ>˜`ÊÜÊiiVÌi`Ê ˆ“Ê̜ÊÌ iÊLœ>À`ʜ˜Ê œÛi“LiÀʙ]Ê£™™{°Ê / iÊÈÌÕ>̈œ˜Ê>ÌÊ
««iÊVœ˜Ìˆ˜Õi`Ê̜Ê`iÌiÀˆœÀ>ÌiÊ`ÕÀˆ˜}Ê£™™xÊ՘`iÀÊ Ì iʏi>`iÀà ˆ«ÊœvÊ "Ê>˜`ÊV >ˆÀ“>˜Ê ˆV >iÊ°Ê-«ˆ˜`iÀ°Ê ÞÊ iVi“LiÀÊ Ì iÊÀՓœÀʓˆÊÜ>Ãʜ«iÀ>̈˜}Ê>ÀœÕ˜`ÊÌ iÊVœVŽ]Ê«Àœ`ÕVˆ˜}ÊvÀià ÊÀi«œÀÌÃÊ œvÊÌ>ŽiœÛiÀÊ>˜`ʓiÀ}iÀÊ«œÃÈLˆˆÌˆiðÊ-i˜Ãˆ˜}ÊÌ >ÌÊ-«ˆ˜`iÀÊÜ>ÃʓœÀÌ>ÞÊ “You know, I’ve got a plan ܜ՘`i`]ÊœLÃÊ«>ˆ`Ê>˜Ê՘«ÀiVi`i˜Ìi`ÊV>ÊÌœÊ >̈œ˜>Ê-i“ˆVœ˜`ÕV̜ÀÊ>˜`Ê that could rescue Apple. I can’t >Îi`Ê
“iˆœÊ̜ÊL>VŽÊ ˆÃÊLˆ`Ê̜ÊÀiÌÕÀ˜Ê̜Ê
««iÊ>ÃÊ "]ÊÃÌ>̈˜}]ʺ/ iÀi½ÃÊ say any more than that it’s the œ˜Þʜ˜iÊ«iÀܘÊÜ œÊV>˜ÊÀ>ÞÊÌ iÊ
««iÊÌÀœœ«Ã]ʜ˜Þʜ˜iÊ«iÀܘÊÜ œÊV>˜Ê perfect product and the perfect ÃÌÀ>ˆ} Ìi˜ÊœÕÌÊÌ iÊVœ“«>˜Þ°Ê
««iʈÃʜ˜ÊˆÌÃÊÜ>ÞʜÕÌʜvÊLÕȘiÃðÊ/ iʜ˜ÞÊ strategy for Apple. But nobody Ì ˆ˜}ÊÌ >ÌÊV>˜ÊÃ>ÛiʈÌʈÃÊ>ÊÃÌÀœ˜}ʏi>`iÀ]ÊܓiLœ`ÞÊÜ œÊV>˜ÊÀ>ÞÊi“«œÞiiÃ]Ê there will listen to me.” Ì iÊ«ÀiÃÃ]ÊÕÃiÀÃ]Ê>˜`Ê`iÛiœ«iÀð»Ê"vÊVœÕÀÃi]ÊœLÃÊVœ˜Ãˆ`iÀi`Ê ˆ“ÃivÊÌ >ÌÊ NeXT and Pixar CEO Steve Jobs «iÀܘ]ÊLÕÌÊÜ i˜Ê
“iˆœÊ«ÀiÃÃi`Ê ˆ“ÊvœÀÊ`iÌ>ˆÃʜ˜Ê ˆÃÊÀiVœÛiÀÞÊ«>˜]ÊœLÃÊ (Fortune, September 18, 1995)

263 The Doctor’s Strong Medicine The Doctor’s Strong Medicine

“The cure for Apple is not cost- v>ˆi`Ê̜ʫÀœÛˆ`iÊ>˜ÞÊVœ˜VÀiÌiÊ܏Ṏœ˜ÃÊ>˜`ʏivÌÊÜˆÌ œÕÌÊ
“iˆœ½ÃÊÃÕ««œÀÌ°Ê cutting. The cure for Apple is to / iÊÈ}˜ˆwV>˜ViʜvÊÌ iʓiï˜}ÊÜ>ÃʏœÃÌʜ˜Ê
“iˆœÊ>ÌÊÌ iÊ̈“i]ÊLÕÌÊœLÃÊ innovate its way out of its current ܜՏ`˜½ÌÊvœÀ}iÌ° predicament.”
ÃÊ œLÃÊ >`Ê «Ài`ˆVÌi`]Ê
««i½ÃÊLœ>À`Ê Ü>ÃÊ ˆ˜`ii`Ê `ˆÃÃ>̈Ãwi`Ê ÜˆÌ Ê NeXT and Pixar CEO Steve Jobs -«ˆ˜`iÀ½ÃÊ«iÀvœÀ“>˜Vi°ÊiÊ >`Êv>ˆi`Ê̜Êw˜`Ê>˜Ê>VVi«Ì>LiʓiÀ}iÀÊ«>À̘iÀÊ vœÀÊ
««iÊ>˜`Ê >`Ê«ÀiÈ`i`ʜÛiÀÊ>ÊÃiÀˆiÃʜvʵÕ>ÀÌiÀÞʏœÃÃiÃÊ>˜`Ê`iVˆ˜ˆ˜}Ê “>ÀŽiÌÊà >Ài°Ê ÕÀˆ˜}Ê>Ê>˜Õ>ÀÞÊΣ]Ê£™™È]Êi“iÀ}i˜VÞʓiï˜}ʜvÊ
««i½ÃÊ Lœ>À`Ê>ÌÊÌ iÊ iÜÊ9œÀŽÊ>ÜÊwÀ“ÊœvÊ- i>À“>˜Ê>˜`Ê-ÌiÀˆ˜}]Ê-«ˆ˜`iÀÊÜ>ÃÊ Ài«>Vi`ÊLÞÊ
“iˆœ]ÊÜ œÊLÀœÕ} ÌÊVœ˜Ãˆ`iÀ>Liʓ>˜>}iÀˆ>ÊiÝ«iÀˆi˜ViÊ>˜`Ê “It’s nice to work for a CEO ÌiV ˜ˆV>ÊŽ˜œÜi`}iÊ̜ÊÌ iÊ«œÃˆÌˆœ˜°ÊiÊ œ`ÃÊ£ÈÊ«>Ìi˜ÌÃÊ>˜`ÊVœˆ˜Ûi˜Ìi`Ê whose idea of technology is not Ì iÊ ÜœÀ`½ÃÊ wÀÃÌÊ V >À}i‡VœÕ«i`Ê `iۈViÊ ­ ®]Ê Ü ˆV Ê ˆÃÊ ÕÃi`Ê ˆ˜Ê “œÃÌÊ how to put 64 ounces of sugar ۈ`iœÊV>“iÀ>ÃÊ«Àœ`ÕVi`Ê̜`>Þ°Ê
“iˆœÊi>À˜i`Ê>Ê* ° °Êˆ˜Ê« ÞÈVÃÊvÀœ“ÊÌ iÊ water in a plastic bottle.” iœÀ}ˆ>ʘÃ̈ÌÕÌiʜvÊ/iV ˜œœ}Þ]Êi˜ÌˆÌˆ˜}Ê ˆ“Ê̜ÊLiÊ>``ÀiÃÃi`Ê>Ãʺ œV̜ÀÊ Apple Fellow Guy Kawasaki,
“iˆœ°» praising Amelio while dissing Sculley
“iˆœÊÃÌ>Ìi`Ê iÊ̜œŽÊÌ iÊ`ˆvwVՏÌʍœLÊLiV>ÕÃi]ʺÊÜ>ÃÊvÀÕÃÌÀ>Ìi`ÊLÞÊ Ì iÊ`iwVˆi˜VˆiÃʜvÊÌ iÊ«Àœ`ÕVÌÊ>˜`ÊÌ iʜÀ}>˜ˆâ>̈œ˜ÊLi ˆ˜`ʈ̰ʽ“ÊÌÀވ˜}Ê ÌœÊ i«Êœ˜iʜvÊ
“iÀˆV>½ÃÊ>‡Ìˆ“iÊ}Ài>ÌÊVœ“«>˜ˆið»Ê/œÊ i«ÊVœ˜Ûˆ˜ViÊ ˆ“Ê ̜ÊÌ>ŽiÊÌ iÊ«œÃˆÌˆœ˜]ÊÌ iÊLœ>À`Ê>}Àii`Ê̜Ê>ʏÕVÀ>̈ÛiÊVœ“«i˜Ã>̈œ˜Ê«>VŽ>}i°Ê
“iˆœÊ˜i}œÌˆ>Ìi`Ê>ÊÃ>>ÀÞʜvÊf™™ä]äää]ÊÜ ˆV ÊÜ>ÃÊfәÈ]äääʓœÀiÊÌ >˜Ê iÊÜ>ÃÊi>À˜ˆ˜}Ê>ÌÊ >̈œ˜>Ê-i“ˆVœ˜`ÕV̜À°ÊiÊÜ>ÃÊ>ÃœÊ̜ÊÀiViˆÛiÊ>ÊÌܜ‡ «>ÀÌÊLœ˜ÕðÊ/ iÊwÀÃÌÊVœ“«œ˜i˜ÌÊÜ>ÃÊL>Ãi`ʜ˜Ê«iÀvœÀ“>˜Vi]ÊÜˆÌ Ê>ÊÀ>˜}iÊ vÀœ“ÊfÎÓ{]äääÊ̜Êf£]™ää]äääÊvœÀÊ£™™ÈÊ­ iÊ}œÌÊf£]£Î{]äää®°Ê ÞÊÜ>ÞʜvÊ Vœ“«>ÀˆÃœ˜]Ê-«ˆ˜`iÀÊi>À˜i`Ê>Ê̜Ì>ÊœvÊf£°{Óʓˆˆœ˜Êˆ˜Ê ˆÃʏ>ÃÌÊÞi>ÀÊ>ÌÊ
««i°Ê
“iˆœÊ Ü>ÃÊ >ÃœÊ }ˆÛi˜Ê >Ê fÓää]äääÊ Ãˆ}˜ˆ˜}ÊLœ˜ÕÃ]Ê >Ê fxʓˆˆœ˜Ê œ>˜]Ê>˜Ê>}Àii“i˜ÌÊ̜ÊÀiˆ“LÕÀÃiÊ
iÀœÊ6i˜ÌÕÀiÃÊvœÀÊÌ iÊLÕȘiÃÃÊÕÃiʜvÊ ˆÃÊ ÃÀ>iˆÊ˜`ÕÃÌÀˆiÃÊÌ܈˜‡i˜}ˆ˜iÊ
ÃÌÀ>ÊiÌÊ>ÌÊ>ÊÀ>ÌiʜvÊf£]șxÊ«iÀÊ œÕÀ]Ê>˜`Ê >Ê}Õ>À>˜Ìii`Ê«>ޓi˜ÌʜvÊf£äʓˆˆœ˜ÊˆvÊÌ iÊVœ“«>˜ÞÊÜ>ÃÊ܏`ÊÜˆÌ ˆ˜Ê>Ê Þi>ÀÊ>˜`ÊÌ iÊ>VµÕˆÀˆ˜}ÊVœ“«>˜ÞÊÌiÀ“ˆ˜>Ìi`Ê ˆÃÊi“«œÞ“i˜ÌʜÀÊ iÊiiVÌi`Ê ÌœÊµÕˆÌÊÜˆÌ ˆ˜ÊÎäÊ`>ÞðʘÊ>``ˆÌˆœ˜Ê̜Ê>ÊÌ iÃiÊ}œœ`ˆiÃ]Ê iÊÜ>ÃÊ̜ÊÀiViˆÛi f£Ê“ˆˆœ˜Ê>ÊÞi>ÀÊvœÀÊwÛiÊÞi>ÀÃÊ̜ÊLiÊVÀi`ˆÌi`Ê>}>ˆ˜ÃÌÊÌ iʏœ>˜]Ê«ÕÃʜ«Ìˆœ˜ÃÊ œ˜Êœ˜iʓˆˆœ˜Êà >ÀiÃÊÜˆÌ Ê>˜ÊiÝiÀVˆÃiÊ«ÀˆViʜvÊfÓÈ°Óx]ÊÜ ˆV ÊܜՏ`ÊÛiÃÌʜÛiÀÊ wÛiÊÞi>ÀÃÊL>Ãi`ÊÕ«œ˜Ê«iÀvœÀ“>˜ViʜLiV̈ÛiðÊ
VVœÀ`ˆ˜}Ê̜Ê*i>ÀÊ iÞiÀ]Ê>Ê iÜÊ9œÀŽÊVœ“«i˜Ã>̈œ˜ÊVœ˜ÃՏÌ>˜Ì]Ê
“iˆœ½ÃÊ̜Ì>ÊVœ“«i˜Ã>̈œ˜Ê«>VŽ>}iÊ Ü>ÃÊܜÀÌ ÊvÀœ“Êf£äÊ̜Êf£Óʓˆˆœ˜Ê>ÊÞi>À]Ê`i«i˜`ˆ˜}ʜ˜Ê«iÀvœÀ“>˜Vi°Ê
˜}ÀÞÊ Ã >Ài œ`iÀÃʈ˜ˆÌˆ>ÞÊwi`Ê>ÊV>ÃÇ>V̈œ˜ÊÃՈÌÊ>}>ˆ˜ÃÌÊ
««iʈ˜Ê >ÀV Ê£™™È]Ê V >À}ˆ˜}ÊÌ >ÌÊ
“iˆœ½ÃÊ«>ÞÊ«>VŽ>}iÊÜ>Ãʺ܈`ÞÊiÝViÃÈÛi]»ÊLÕÌʈÌÊÜ>ÃʘiÛiÀÊ «ÕÀÃÕi`ÊÃiÀˆœÕÏްÊ
“iˆœÊˆ˜ˆÌˆ>ÞÊ`ivi˜`i`Ê ˆÃÊ«>Þ]ÊÃ>ވ˜}]ʺÀ>˜ŽÞ]ʈÌÊÜ>ÃÊ>Ê ÛiÀÞÊVœ“«ï̈ÛiÊ«>VŽ>}i]ʈ˜ÊÌ iÊÇxÌ Ê«iÀVi˜ÌˆiʜvÊiÝiVṎÛiÊVœ“«i˜Ã>̈œ˜°»Ê œœŽˆ˜}ÊL>VŽÊœ˜ÊÌ iʈÃÃÕiÊ>ÊÞi>ÀÊ>vÌiÀÊ iʏivÌÊ
««i]Ê
“iˆœÊ>VŽ˜œÜi`}i`Ê ˆÌÊÜ>ÃÊ>ʓˆÃÌ>ŽiÊ̜Ê`À>ÜÊÃÕV Ê>ʏ>À}iÊÃ>>ÀÞ]Ê>Ìʏi>ÃÌÊvÀœ“Ê>Ê*,ÊÃÌ>˜`«œˆ˜Ì°Ê º9œÕÊ`œ˜½ÌÊiÝ«iVÌÊޜÕÀÊÀiˆ}ˆœÕÃʏi>`iÀÃÊ̜ÊLiʓ>Žˆ˜}ÊLˆ}ÊLÕVŽÃ]»Ê iÊÃ>ˆ`]Ê º>˜`ÊÊÜ>Ãʏi>`ˆ˜}Ê>ÊÀiˆ}ˆœ˜°» “I don’t think anyone can 7 i˜Ê iÊ>ÀÀˆÛi`ʜ˜ÊÌ iÊ
««iÊV>“«ÕÃʜ˜ÊiLÀÕ>ÀÞÊx]Ê
“iˆœÊÀi܏Ûi`Ê manage Apple.” ºÌœÊLՈ`Ê>ÊLÕȘiÃÃÊ>ÃÊ}Ài>ÌÊ>ÃʜÕÀÊ«Àœ`ÕVÌÃ]»ÊLÕÌʈÌÊܜՏ`˜½ÌÊLiÊi>ÃÞ°Ê Former Apple CEO John Sculley,
ÃÊ iÊÀiV>Ã]ʺ7 i˜ÊÊÜ>Ži`ʈ˜ÊÌ iÊ`œœÀ]ÊÊÜ>ÃÊv>Vˆ˜}ÊwÛiÊVÀˆÃiÃ\Ê7iÊ on the mess Amelio inherited ÜiÀiÊ`>˜}iÀœÕÏÞʏœÜʜ˜ÊV>à ÆÊÌ iʵÕ>ˆÌÞʜvʜÕÀÊ«Àœ`ÕVÌÃÊÜ>ÃÊ«œœÀÆÊÌ iÊ

264 265 The Copland Crisis

The Copland Crisis

Ûi˜ÊLivœÀiÊÌ iÊ >VÊViiLÀ>Ìi`ʈÌÃÊÌi˜Ì Ê>˜˜ˆÛiÀÃ>ÀÞʈ˜Ê£™™{]ʈÌÊÜ>ÃÊVi>ÀÊ Ì >ÌʈÌÃʜ«iÀ>̈˜}ÊÃÞÃÌi“ÊÜ>Ãʈ˜Ê˜ii`ʜvÊ>ʓ>œÀʜÛiÀ >ՏʈvʈÌÊÜ>ÃÊ̜ÊÀi“>ˆ˜Ê > i>`ʜvÊ7ˆ˜`œÜÃʈ˜ÊÌiÀ“ÃʜvÊv՘V̈œ˜>ˆÌÞ]ÊÃÌ>LˆˆÌÞ]Ê>˜`Êi>ÃiʜvÊÕÃi°Ê/ >ÌÊ ˆÌÊVœ˜Ìˆ˜Õi`Ê̜ÊܜÀŽÊÜÊÜiÊ>Ê`iV>`iÊ>vÌiÀʈÌÃÊVÀi>̈œ˜ÊÜ>ÃÊÌiÃ̈“œ˜ÞÊ̜ʈÌÃÊ œÀˆ}ˆ˜>Êii}>˜ViÊ>˜`ÊÌ iÊ >À`ÊܜÀŽÊœvÊ
««i½ÃÊi˜}ˆ˜iiÀÃʈ˜Ê>``ˆ˜}Êvi>ÌÕÀiÃÊ ÜˆÌ œÕÌÊÃ>VÀˆwVˆ˜}ÊL>VŽÜ>À`ÊVœ“«>̈LˆˆÌÞ°Ê ÕÌÊÌ iÀi½ÃʍÕÃÌÊÜʓÕV ÊޜÕÊ V>˜Ê«ˆiʜ˜ÌœÊ>˜Êœ`ÊvœÕ˜`>̈œ˜ÊLivœÀiʈÌÊÃÌ>ÀÌÃÊVÀ>VŽˆ˜}°Ê
««iÊÜ>˜Ìi`Ê>Ê ˜iÝ̇}i˜iÀ>̈œ˜Ê"-Ê̜ÊLi>ÌÊ7ˆ˜`œÜÃʙxÊ­Vœ`i‡˜>“i`Ê ˆV>}œ®Ê̜ʓ>ÀŽiÌÊ ˆ˜Ê£™™xÊÌ >ÌÊܜՏ`ʜvviÀʈ˜Ìiˆ}i˜ÌÊ>}i˜ÌÃ]Ê>ÊVÕÃ̜“ˆâ>Liʈ˜ÌiÀv>Vi]Ê>˜`Ê>Ê Ài>̈œ˜>Ê`>Ì>L>ÃiÊi˜}ˆ˜iÊvœÀÊÌ iʈ˜`iÀ°Ê,i>ˆâˆ˜}ÊÌ >ÌÊ/>ˆ}i˜Ì½ÃÊ*ˆ˜ŽÊ­ÃiiÊ Courtesy of Exodus Communications, Inc. º/ iÊ-ÌÀ>˜}iÃÌÊ i`viœÜʜvÊ
»®ÊÜ>ÃÊ՘ˆŽiÞÊ̜ÊiÛiÀÊÃiiÊÌ iʏˆ} ÌʜvÊ`>Þ]Ê>Ê L>˜`ʜvÊ
««iÊi˜}ˆ˜iiÀÃÊÃiÌÊ>LœÕÌÊVÀi>̈˜}ʍÕÃÌÊÃÕV Ê>˜Ê>`Û>˜Vi`Ê"-Ê՘`iÀÊ Ì iÊVœ`iʘ>“iÊ œ«>˜`Ê­>ÌÊÌ iʜÕÌÃiÌ]ÊÌ iÊ«ÀœiVÌÊÜ>ÃÊV>i`Ê6£]Ê>À>`>Þ]Ê >˜`Ê >ÝÜi®]Ê̜ÊLiÊvœœÜi`ʈ˜Ê£™™ÈÊLÞÊiÀà ܈˜Ê­Ž˜œÜ˜Êˆ˜ÌiÀ˜>ÞÊ>ÃÊ `ˆÃœ˜®]Ê>``ˆ˜}Ê«Àii“«ÌˆÛiʓՏ̈Ì>Έ˜}Ê>˜`ʓi“œÀÞÊ«ÀœÌiV̈œ˜°Ê œLœ`ÞÊ VœÕ`Ê >ÛiÊ«Ài`ˆVÌi`ÊÌ i˜ÊÜ >ÌÊ>ʓiÃÃÊ œ«>˜`ÊܜՏ`ÊLiVœ“i]ʜÀÊÌ >ÌÊ>Ê Õ“Li`Ê
««iÊܜՏ`ʜ˜iÊ`>ÞÊw˜`ʈÌÃivÊ>ÌÊÌ iʓiÀVÞʜvʈÌÃÊÌܜÊ}Ài>ÌiÃÌÊ ÛˆÃˆœ˜>ÀˆiÃʈ˜Êi݈i]Ê LœÌ Ê «Àœ“ˆÃˆ˜}Ê Ã>Û>̈œ˜Ê ÜˆÌ Ê Ì iˆÀÊ œÜ˜Ê œ«iÀ>̈˜}Ê “I still have not met anyone ÃÞÃÌi“ð at Apple who was working on œ«>˜`ÊÜ>ÃÊwÀÃÌÊ>˜˜œÕ˜Vi`Ê«ÕLˆVÞʈ˜Ê >ÀV Ê£™™{Ê>ÌÊÌ iÊ«Ài“ˆiÀiÊ Gershwin. Which gave me a clue œvÊÌ iÊ*œÜiÀÊ >Vʏˆ˜iÊ>˜`ÊviÊLi ˆ˜`ÊÃV i`ՏiÊ>“œÃÌʈ““i`ˆ>ÌiÞÊ>ÃÊ that it’s not soup yet.” “>˜>}iÀÃÊÀi뜘`i`ÊÌœÊ ˆVÀœÃœv̽Ãʈ˜Àœ>`ÃÊLÞÊ i>«ˆ˜}ʘiÜÊvi>ÌÕÀiÃʜ˜ÌœÊ Apple’s chief technology officer Ì iÊ œ«>˜`ÊëiVˆwV>̈œ˜°Ê
ÌÊÌ iÊ >VܜÀ`Ê Ý«œÊ i`ʈ˜Ê œÃ̜˜Êˆ˜Êi>ÀÞÊ Ellen Hancock, at the MacWEEK
Õ}ÕÃÌÊ£™™x]ʍÕÃÌÊÜiiŽÃÊLivœÀiÊ ˆVÀœÃœvÌÊ՘i>à i`Ê7ˆ˜`œÜÃʙx]Ê >ۈ`Ê °Ê MVB conference on January 6, 1997 >}i]ÊÃi˜ˆœÀÊ6*Ê>˜`ÊV ˆivÊÌiV ˜œœ}ˆÃÌ]Ê«Àœ“ˆÃi`ÊÌ >ÌÊ œ«>˜`ʺܜՏ`ÊLiÊ ˆ˜ÊÕÃiÀÃ½Ê >˜`ÃÊLÞʓˆ`‡£™™È°»Ê"˜Ê œÛi“LiÀÊ£Ç]Ê
««iÊViiLÀ>Ìi`ÊÌ iÊwÀÃÌÊ LiÌ>ÊÀii>ÃiʜvÊ œ«>˜`Ê̜ÊܓiÊxäÊ >VÊ`iÛiœ«iÀðÊ
ÌÊÌ iÊ̈“i]Ê
««iÊ >`Ê >˜˜œÕ˜Vi`ʈÌÃʈ˜Ìi˜Ìˆœ˜Ê̜Êà ˆ«Ê>Êw˜>ÊÛiÀȜ˜Ê̜ÊVœ˜ÃՓiÀÃʈ˜Ê£™™È]ÊLÕÌÊ>ÃÊ >ÊvœÀ“iÀÊi˜}ˆ˜iiÀÊÌ i˜ÊVœ˜viÃÃi`ÊÌœÊ ÕȘiÃÃ7iiŽ]ʺ/ iÀi½ÃʘœÊÜ>Þʈ˜Ê iÊ œ«>˜`Êà ˆ«ÃʘiÝÌÊÞi>À°ÊʍÕÃÌÊ œ«iʈÌÊà ˆ«Ãʈ˜Ê£™™Ç°»Ê ÞÊÌ iÊLi}ˆ˜˜ˆ˜}Ê œvÊ£™™È]Ê
««iÊ >`Ê`i`ˆV>Ìi`ÊxääÊi˜}ˆ˜iiÀÃÊ>˜`Ê>ÊfÓxäʓˆˆœ˜Ê>˜˜Õ>Ê LÕ`}iÌÊ̜ÊÌ iÊ«ÀœiVÌ°Ê/ i˜Êœ˜Ê
«ÀˆÊÓÈ]Ê >}iÊL>ˆi`ʜ˜Ê œ«>˜`ÊÜ i˜Ê After leaving AT&T Labs, David Nagel iÊÈ}˜i`ʜ˜Ê>ÃÊÌ iÊwÀÃÌÊ«ÀiÈ`i˜ÌʜvÊÌ iʘiÜÊ
/E/Ê>LœÀ>̜ÀˆiðÊ
««iÊ joined the board of PalmSource «Àœ`ÕVÌʓ>˜>}iÀÊ*iÌiÀÊœÜiÊ«Àœ“ˆÃi`ÊÌ >Ì]ÊiÛi˜ÊÜˆÌ Ê >}i½ÃÊ`i«>ÀÌÕÀi]Ê (www.palmsource.com) and later œ«>˜`ÊܜՏ`Êà ˆ«Êˆ˜Ê>˜Õ>ÀÞÊ£™™Ç° became president and CEO.
««iÊ >`ÊLii˜Ê̜Ṏ˜}Ê œ«>˜`Ê>ÃÊ>ÊÀiۜṎœ˜>ÀÞʘiÜʜ«iÀ>̈˜}Ê ÃÞÃÌi“Ê Ì >ÌÊ VœÕ`Ê Ì ÀÕÃÌÊ Ì iÊ Vœ“«>˜ÞÊ L>VŽÊ ˆ˜ÌœÊ Ì iÊ vœÀivÀœ˜ÌÊ œvÊ Ì iÊ Vœ“«ÕÌiÀÊ ˆ˜`ÕÃÌÀÞ]Ê ÃœÊ VÕÃ̜“iÀÃÊ >˜`Ê `iÛiœ«iÀÃÊ ÜiÀiÊ Õ˜`iÀÃÌ>˜`>LÞÊ `ˆÃ>««œˆ˜Ìi`ÊÜ i˜ÊÌ iÊ«ÀœiVÌʎi«ÌÊψ««ˆ˜}°Ê œÕ«i`ÊÜˆÌ ÊÌ iÊfÇ{äʓˆˆœ˜Ê œÃÃÊ>˜˜œÕ˜Vi`Ê
«ÀˆÊ£Ç]Ê£™™È]ÊÌ iÞÊLi}>˜ÊµÕiÃ̈œ˜ˆ˜}ÊÜ iÌ iÀÊ
««iÊ >`Ê Ì iÊÜ iÀiÜˆÌ >Ê̜ÊiÛiÀÊ}iÌʈÌʜÕÌÊÌ iÊ`œœÀ°Ê
ÌÊÌ iÊ7œÀ`܈`iÊ iÛiœ«iÀÃÊ œ˜viÀi˜ViÊ­77 ®Ê i`ʈ˜Ê->˜ÊœÃiʜ˜Ê >ÞÊ£Î]Ê>vÌiÀʍÕÃÌÊ£ääÊ`>ÞÃÊ>ÃÊ "]ʈÊ
“iˆœÊ>˜˜œÕ˜Vi`ÊÌ >ÌÊÀ>Ì iÀÊÌ >˜Êà ˆ«Ê>ʓœ˜œˆÌ ˆVÊ œ«>˜`Ê

273 The Copland Crisis The Copland Crisis

“It’s not like wine; it doesn’t age >ÃÊ>ÊȘ}iʓi}>‡Àii>Ãi]Ê«ˆiViÃÊ very well.” œvÊ ˆÌÃÊ ÌiV ˜œœ}ÞÊ ÜœÕ`Ê Ã ˆ«Ê Apple CEO Gil Amelio, on Copland Vœ˜Ìˆ˜ÕœÕÏÞÊ Li}ˆ˜˜ˆ˜}Ê ÜˆÌ Ê Ì iÊ >˜Õ>ÀÞÊ £™™ÇÊ Àii>ÃiÊ œvÊ >À“œ˜ÞÊ ­-ÞÃÌi“Ê Ç°È®°Ê/ >ÌÊ ÜœÕ`ÊLiÊvœœÜi`ÊLÞÊ>ÊÀii>ÃiÊ Ž˜œÜ˜Ê>ÃÊ/i“«œÊ­ >VÊ"-Ên°ä®Ê ˆ˜Ê ՏÞ]Ê Ü ˆV Ê Ü>ÃÊ ÃÕ««œÃi`Ê ÌœÊ >``Ê “Տ̈Ì>Έ˜}Ê >˜`Ê “ÕÌˆÌ Ài>`ˆ˜}]Ê ÌÜœÊ vi>ÌÕÀiÃÊ Several Copland features, including the Ì >ÌÊ ˆ“«ÀœÛiÊ «iÀvœÀ“>˜ViÊ LÞÊ platinum appearance, tabbed windows, iÌ̈˜}ÊÌ iʜ«iÀ>̈˜}ÊÃÞÃÌi“Ê`œÊ and multitasking Finder, shown here in “Տ̈«iÊÌ>ÎÃÊ>Ìʜ˜Vi° an early Copland screen shot, survived ÞÊ
Õ}ÕÃÌ]Ê
««i½ÃÊ ˜iÜÊ in Mac OS 8. iÝiVṎÛiÊ6*]Ê ,E Ê >˜`Ê V ˆivÊ ÌiV ˜œœ}ÞÊ œvvˆViÀ]Ê i˜Ê °Ê >˜VœVŽ]ÊÀiVœ}˜ˆâi`Ê œ«>˜`ÊvœÀÊÌ iÊLœ>Ìi`Ê«ˆiViʜvʈ˜viÀˆœÀÊÛ>«œÀÜ>ÀiÊ Ì >ÌʈÌÊÜ>ÃÊ­ˆÌÊ`ˆ`˜½ÌÊ>`iµÕ>ÌiÞÊ>``ÀiÃÃÊÌ iʘÌiÀ˜iÌÊ>˜`ʏ>VŽi`ʓi“œÀÞÊ «ÀœÌiV̈œ˜®Ê>˜`ÊvÀœâiÊ>Ê>ëiVÌÃʜvʈÌÃÊ`iÛiœ«“i˜ÌʘœÌÊ`ˆÀiV̏ÞÊÀi>Ìi`Ê ÌœÊÌ iÊ>À“œ˜ÞÊ>˜`Ê/i“«œÊÀii>ÃiðÊ/ iÊ`iÛiœ«iÀÊVœ““Õ˜ˆÌÞ]ÊÜ ˆV Ê >`ʈ˜ÛiÃÌi`ÊÞi>ÀÃʜvÊivvœÀÌÊܜÀŽˆ˜}ʜ˜Ê œ«>˜`Ê>˜`Ê >`ÊÃÌÕVŽÊLÞÊ
««iÊ Ì ÀœÕ} Ê̜Õ} Ê̈“iÃ]ÊvÀi>Ži`°Ê
“iˆœÊ«Àœ“ˆÃi`Ê̜Ê>˜˜œÕ˜ViÊ
««i½ÃÊÀiۈÃi`Ê "-ÊÃÌÀ>Ìi}ÞÊ>ÌÊÌ iÊÕ«Vœ“ˆ˜}Ê >VܜÀ`Ê Ý«œÊˆ˜Ê->˜ÊÀ>˜VˆÃVœÊœ˜Ê>˜Õ>ÀÞÊ Ç]Ê£™™Ç°
««iÊ iÝiVṎÛiÃÊ Li}>˜Ê >Ê vÀ>˜ÌˆVÊ ÃVÀ>“LiÊ ÌœÊ œV>ÌiÊ >Ê ÌiV ˜œœ}ÞÊ«>À̘iÀ°Ê"˜iʜvÊÌ iÊ wÀÃÌÊ«>ViÃÊÌ iÞÊÌÕÀ˜i`Ê̜ÊÜ>ÃÊ iÊ ˜V°]Ê >Ê Ã“>Ê i˜œÊ *>ÀŽ]Ê >ˆvœÀ˜ˆ>]Ê Vœ“«>˜ÞÊ ÃÌ>ÀÌi`Ê LÞÊ i>˜‡œÕˆÃÊ >ÃÃjiÊ >vÌiÀÊ iÊ ÀiÈ}˜i`Ê>ÃÊ«ÀiÈ`i˜ÌʜvÊ
««iÊ *Àœ`ÕVÌÃÊ œ˜Ê -i«Ìi“LiÀÊ Îä]Ê £™™ä°Ê>ÃÃjiÊ >`ÊÌÀˆi`Ê̜ÊÃiÊ iÊ ÌœÊ
««i½ÃÊÌ i˜‡ "Ê ˆV >iÊ -«ˆ˜`iÀʈ˜Ê£™™x°ÊºÊ̜`Ê ˆŽiÊ Ì >ÌÊ œ«>˜`ʓˆ} ÌÊ`iÛiœ«Ê>Êy>ÌÊ̈Àiʜ˜ÊÌ iÊÀœ>`Ê̜Ê}Ài>̘iÃÃÊ>˜`ÊÌ iÞÊ “ˆ} ÌÊÜ>˜ÌÊ̜ÊLÕÞÊܓiʈ˜ÃÕÀ>˜Vi]»ÊV>ˆ“ÃÊ>ÃÃji°Ê
ÃÊ «Ài`ˆVÌi`]Ê œ«>˜`Ê ÃÌ>ÀÌi`Ê Lœ}}ˆ˜}Ê `œÜ˜]Ê >˜`Ê Ì iÊ ˜ˆ“LiÊ iÊ Li}>˜Ê}i˜iÀ>̈˜}ÊÛiÀÞÊv>ۜÀ>LiÊ«ÀiÃðÊ"˜Ê"V̜LiÀÊÎ]Ê£™™x]Ê iʈ˜ÌÀœ`ÕVi`Ê Ì iÊ i œÝ]Ê>ÊVœ“«ÕÌiÀÊ«œÜiÀi`ÊLÞÊÌܜÊÈÈ âÊ*œÜiÀ* ÊÈäÎÊ«ÀœViÃÜÀÃÊ >˜`ÊÕ«Ê̜ÊÓxÈ ÊœvÊ,
°ÊÌÊLœ>ÃÌi`Ê>Ê- -ÊÊLÕÃ]ʣȇLˆÌÊ ‡µÕ>ˆÌÞÊ ÃœÕ˜`]ÊÌ ÀiiÊ* ÊϜÌÃ]ÊvœÕÀÊ  Ê«œÀÌÃ]ÊvœÕÀÊÃiÀˆ>Ê«œÀÌÃ]Ê>˜`ÊwÛiÊ-
Ê ÃœÌðÊ/ iÊ i œÝÊÀ>˜Ê>Ê“ÕÌˆÌ Ài>`i`]ʓi“œÀއ«ÀœÌiVÌi`]ʜLiV̇œÀˆi˜Ìi`]Ê «Àii“«ÌˆÛiÞʓՏ̈Ì>Έ˜}ʜ«iÀ>̈˜}ÊÃÞÃÌi“°Ê
ÊL>Ài‡Lœ˜iÃÊLœÝÊVœÃÌʜ˜ÞÊ f£]Èää]Ê>˜`Ê>ʓœ`iÀ>ÌiÞÊVœ˜w}ÕÀi`ʓœ`iÊܜՏ`ÊÃiÌÊޜÕÊL>VŽÊÕÃÌÊfÎ]äää°Ê

274 275 Happily Ever Apple?

Happily Ever Apple?

vÌiÀÊ`i“>˜`ˆ˜}ÊÌ >ÌʈLiÀÌÊ°Ê
“iˆœÊÀiÈ}˜Ê>ÃÊ "Ê>˜`ÊV >ˆÀ“>˜Êœ˜Ê “If I were running Apple, I would ՏÞÊx]Ê£™™Ç]Ê
««i½ÃÊLœ>À`ÊÌÕÀ˜i`Ê̜ʫ>À̇̈“iÊ>`ۈÜÀÊ-ÌiÛiÊœLÃÊ>˜`Ê>Îi`Ê milk the Macintosh for all it’s ˆ“Ê̜ÊÌ>ŽiʜÛiÀÊ>ÃÊ "°ÊºÊÌ œÕ} ÌÊ>LœÕÌʈÌ]ÊLÕÌÊ`iVˆ`i`ʈÌÊÜ>ؽÌÊÜ >ÌÊ worth—and get busy on the next ÊÜ>˜Ìi`Ê̜Ê`œÊÜˆÌ Ê“Þʏˆvi]»ÊœLÃʏ>ÌiÀÊÀiÛi>i`°ÊºÊ`iVˆ˜i`]ÊLÕÌÊ>}Àii`ÊÌœÊ great thing. The PC wars are ÃÌi«ÊիʓÞʈ˜ÛœÛi“i˜ÌÊÜˆÌ Ê
««iÊvœÀÊÕ«Ê̜ʙäÊ`>ÞÃ]Ê i«ˆ˜}ÊÌ i“Ê՘̈Ê over. Done. Microsoft won a Ì iÞÊ ˆÀiÊ>ʘiÜÊ "°»Ê/ iÊLœ>À`ÊÌ i˜Ê>Îi`ÊœLÃÊ̜ÊLiÊV >ˆÀ“>˜]ÊÜ ˆV Ê long time ago.” iÊ>ÃœÊÀivÕÃi`Ê̜Ê>VVi«Ì°ÊºÊ>}Àii`Ê̜ÊLiÊ>ÊLœ>À`ʓi“LiÀ]Ê>˜`ÊÌ >̽ÃÊ>ÊÊ Steve Jobs V>˜Ê}ˆÛi°ÊÊ >ÛiÊ>˜œÌ iÀʏˆviʘœÜ°»Ê˜`ÕÃÌÀÞÊÜ>ÌV iÀÃÊviÌÊ
««iÊܜՏ`Ê >ÛiÊ (Fortune, February 19, 1996) >Ê̜Õ} Ê̈“iÊwˆ˜}ÊÌ iÊÛ>V>˜ÌÊ "Ê«œÃˆÌˆœ˜Ê>Ãʏœ˜}Ê>ÃÊœLÃÊÀi“>ˆ˜i`ʜ˜Ê Ì iÊLœ>À`ʜvÊ`ˆÀiV̜ÀÃ]Ê>˜`ÊÌ iÞÊÜiÀiÊÀˆ} Ì° 1˜ÌˆÊ
««iÊ VœÕ`Ê vˆ˜`Ê “Right now the job is so difficult, >Ê «iÀ“>˜i˜ÌÊ "]Ê œLÃÊ Ü>ÃÊ it would require a bisexual, Ì iÊVœ“«>˜Þ½ÃÊ`iÊv>V̜ʏi>`iÀ°Ê blond Japanese who is 25
ÃÊ iÊÃ>ÜʈÌ]ÊÌ iÀiÊÜ>ÃÊ>Ê̜˜ÊœvÊ years old and has 15 years’ ܜÀŽÊ̜Ê`œ°Êº̽ÃʏˆŽiÊÌÕÀ˜ˆ˜}Ê>Ê experience!” Lˆ}ÊÌ>˜ŽiÀ°Ê/ iÀiÊÜiÀiÊ>ʏœÌʜvÊ Be CEO Jean-Louis Gassée, œÕÃÞÊ`i>ÃÊÌ >ÌÊÜi½ÀiÊ՘`œˆ˜}]»Ê describing the ideal CEO candidate Ã>ˆ`Ê œLðÊ/œÊ LœœÃÌÊ “œÀ>i]Ê (Forbes, August 11, 1997) œLÃÊ ÀiVœ““i˜`i`Ê Ì iÊ Lœ>À`Ê Ài«ÀˆViÊi“«œÞiiÊÃ̜VŽÊœ«Ìˆœ˜ÃÊ ÌœÊ f£Î°ÓxÊ ÃœÊ Ì >ÌÊ Ì iÞÊ ÜœÕ`Ê LiÊ >LœÛiÊ Ü>ÌiÀ°Ê 7 i˜Ê Ì iÊ `ˆÀiV̜ÀÃÊÀiÈÃÌi`]Ê iÊÕÀ}i`ÊÌ i“Ê ̜ÊÀiÈ}˜°Ê"˜ÊՏÞÊÓx]Ê i>˜œÊ “Apple is a company that still °Ê i܈Ã]Ê «ÀiÈ`i˜ÌÊ >˜`Ê "Ê has opportunity written all over œvÊ >̈œ˜>Ê*ÕLˆVÊ,>`ˆœ]Ê`ˆ`Ê it. But you’d need to recruit God ÕÃÌÊ Ì >Ì]Ê VˆÌˆ˜}Ê «ÀiÃȘ}Ê Ìˆ“iÊ to get it done.” `i“>˜`ÃÊ >ÌÊ *,°Ê
««>Ài˜ÌÞÊ Western Digital CEO Steve Jobs initially refused to accept the iÊ viÌÊ ˆÌÊ Ü>ÃÊ LiÌÌiÀÊ ÌœÊ Õ“«Ê Charles Haggerty board’s request to take Gil Amelio’s place Ì >˜ÊLiÊ«Õà i`° (Forbes, August 11, 1997) as CEO and chairman of Apple, but he "˜Ê
Õ}ÕÃÌÊ È]Ê >ÌÊ Ì iÊ agreed to run the place while a new CEO >VܜÀ`Ê Ý«œÊˆ˜Ê œÃ̜˜]ÊœLÃÊ was sought. >˜˜œÕ˜Vi`ÊܓiÊà œVŽˆ˜}ʘiÜÃ°Ê ˆÀÃÌ]Ê
««i½ÃÊLœ>À`Ê՘`iÀÜi˜ÌÊ “Apple desperately needs a >ÊÜ œiÃ>iÊÀiœÀ}>˜ˆâ>̈œ˜°Êœ˜iÊÜiÀiÊ>ÊLÕÌÊÌܜÊvœÀ“iÀÊ`ˆÀiV̜ÀÃ\Ê>ÀiÌ Ê great day-to-day manager, °Ê >˜}Ê­«ÀiÈ`i˜ÌʜvÊÕ} iÃʘÌiÀ˜>̈œ˜>®Ê>˜`Ê `}>ÀÊ-°Ê7œœ>À`ÊÀ°Ê visionary, leader and politician. ­ÀïÀi`ÊV >ˆÀ“>˜ÊœvÊ °°Ê Õ*œ˜ÌÊ`iÊ i“œÕÀÃÊEÊ œ“«>˜Þ®]ÊÜ œÊ >`ÊLii˜Ê The only person who’s qualified ˆ˜ÃÌÀՓi˜Ì>Êˆ˜ÊÀi“œÛˆ˜}Ê
“iˆœ°Ê,iÈ}˜ˆ˜}ÊvÀœ“ÊÌ iÊLœ>À`ÊÜiÀiÊ iÀ˜>À`Ê to run this company was œ`ÃÌiˆ˜]Ê >Ì iÀˆ˜iÊ °Ê Õ`ܘ]Ê >˜`Ê ˆŽiÊ >ÀŽŽÕ>°Ê/ ÀœÕ} œÕÌÊ crucified 2,000 years ago.”
««i½ÃÊ ˆÃ̜ÀÞ]ÊÌ iʜ˜ÞÊVœ˜ÃÌ>˜ÌÊ >`ÊLii˜Ê >ÀŽŽÕ>°Ê
ÌÊÛ>ÀˆœÕÃÊ̈“iÃÊ California Technology Stock Letter >ÀŽŽÕ>Ê i`ÊÌ iÊ«œÃˆÌˆœ˜ÃʜvÊ«ÀiÈ`i˜Ì]ÊV >ˆÀ“>˜]Ê>˜`Ê "]Ê>˜`ÊiÛi˜Ê editor Michael Murphy Ì œÕ} Ê iÊà ՘˜i`ÊÌ iÊëœÌˆ} Ì]ÊLi ˆ˜`ÊÌ iÊÃVi˜iÃÊ iʜÀV iÃÌÀ>Ìi`ÊÌ iÊ (San Francisco Chronicle, œÕÃÌiÀʜvÊiÛiÀÞÊ
««iʏi>`iÀ\Ê ˆŽiÊ-VœÌÌ]Ê-ÌiÛiÊœLÃ]Êœ ˜Ê-VՏiÞ]Ê ˆŽiÊ September 11, 1997)

289 Happily Ever Apple? Happily Ever Apple?

Since leaving Apple’s board, Mike -«ˆ˜`iÀ]Ê>˜`ʈÊ
“iˆœ°Ê œÜÊ Markkula has kept himself very ˆÌÊ Ü>ÃÊ >ÀŽŽÕ>½ÃÊ Ìˆ“iÊ ÌœÊ }œ]Ê busy. He’s vice chairman of Echelon >œ˜}ÊÜˆÌ Ê“œÃÌʜvÊÌ iÊÀiÃÌʜvÊ (www.echelon.com), a distributed Ì iÊLœ>À`ÊÌ >ÌÊ >`ÊÃ>ÌÊL>VŽÊ>˜`Ê intelligence control systems firm he `ˆÌ iÀi`Ê>ÃÊ
««iÊÜˆÌ iÀi`ʜ˜Ê founded in 1988 to extend the power Ì iÊ Ûˆ˜i°Ê œLÃÊ >˜`«ˆVŽi`Ê >Ê of networking to everyday devices. ˜iÜÊLœ>À`ÊvՏÊœvÊvÀˆi˜`ÞÊv>ViÃ\Ê Markkula is also a director of the 7ˆˆ>“Ê6°Ê >“«LiÊ­«ÀiÈ`i˜ÌÊ San Jose Jet Center (www.sjjc.com), >˜`Ê "ʜvʘÌՈ̮]Ê>ÜÀi˜ViÊ a private jet services facility located °Ê ˆÃœ˜Ê­V >ˆÀ“>˜Ê>˜`Ê "Ê at Mineta San Jose International œvÊ"À>Vi®]Ê>˜`ÊiÀœ“iÊ °Ê9œÀŽÊ Airport. In addition, he is the owner ­ÛˆViÊ V >ˆÀ“>˜Ê œvÊ /À>Vˆ˜`>Ê of San Jose–based ACM Aviation œÀ«œÀ>̈œ˜Ê>˜`ÊvœÀ“iÀÊ "Ê (www.acmaviation.com), which œvÊ  Ê >˜`Ê ÀÞÏiÀ®°Ê/ iÊ specializes in aircraft management ˜iÜÊ Lœ>À`Ê `iVˆ`i`Ê ˜œÌÊ ÌœÊ and private charter. Markkula also ˜>“iÊ >Ê V >ˆÀ“>˜Ê ՘̈Ê >Ê ˜iÜÊ owns Rana Creek Habitat Restoration Mike Markkula had been with Apple since "ÊÜ>ÃÊÃiiVÌi`]ÊLÕÌÊVi>ÀÞÊ (www.ranacreek.com), which its incorporation in 1977, but after twenty œLÃÊÜ>ÃʘœÜÊwÀ“Þʈ˜ÊVœ˜ÌÀœÊ specializes in all aspects of native years, Jobs sent him packing. œvÊ
««i°ÊiÃÃÊ Ì >˜ÊÌÜœÊ Þi>ÀÃÊ plants and grasses. Finally, he and his LivœÀi]Ê œLÃÊ >˜`Ê ˆÃœ˜Ê >`Ê wife provided the endowment for the Vœ˜Ãˆ`iÀi`Ê>Ê œÃ̈iÊÌ>ŽiœÛiÀʜvÊ
««i]Ê>˜`ʘœÜÊÌ iÞÊÜiÀiÊÀ՘˜ˆ˜}ÊÌ iÊ Markkula Center for Applied Ethics at à œÜ°Ê iÃÌʜvÊ>]ʈ˜ÃÌi>`ʜvÊœLÃÊ >ۈ˜}Ê̜Êëi˜`ÊLˆˆœ˜Ã]Ê
««iÊ>VÌÕ>ÞÊ Santa Clara University, where he has «>ˆ`Ê ˆ“Ê ՘`Ài`Ãʜvʓˆˆœ˜ÃÊ̜ÊÀiÌÕÀ˜ÊLÞÊLÕވ˜}Ê i8/Ê-œvÌÜ>Ài° been a trustee since 1989. On June œÀiÊ Ã œVŽˆ˜}Ê Ì >˜Ê 12, 2003, he was elected chairman of Ì iÊ Lœ>À`Ê Ã >ŽiÕ«Ê Ü>ÃÊ Ì iÊ the board of trustees. >˜˜œÕ˜Vi“i˜ÌÊ Ì >ÌÊ
««iÊ >`Êi˜ÌiÀi`ʈ˜ÌœÊ«>Ìi˜ÌÊVÀœÃǏˆVi˜Ãˆ˜}Ê>˜`ÊÌiV ˜œœ}ÞÊ>}Àii“i˜ÌÃÊÜˆÌ Ê ˆVÀœÃœvÌ°Ê/ iÊw˜ˆÃ i`Ê>}Àii“i˜ÌÊÜ>ÃÊv>Ýi`ÊvÀœ“Ê-i>Ì̏iÊÌœÊ œÃ̜˜ÊÕÃÌÊ Ì ÀiiÊ œÕÀÃÊLivœÀiÊœLÃÊ>˜˜œÕ˜Vi`ʈÌÊ̜ÊÌ iÊ«ÕLˆV°Êº/ >˜ŽÊޜÕÊvœÀÊޜÕÀÊ ÃÕ««œÀÌʜvÊÌ ˆÃÊVœ“«>˜Þ]»ÊœLÃÊ̜`Ê>ÌiðʺÊÌ ˆ˜ŽÊÌ iÊܜÀ`½ÃÊ>ÊLiÌÌiÀÊ «>ViÊvœÀʈ̰»ÊœÀʈÌÃÊ«>ÀÌ]Ê ˆVÀœÃœvÌÊ>}Àii`Ê̜ÊVœ˜Ìˆ˜Õiʓ>Žˆ˜}Ê >VÊÛiÀȜ˜ÃÊ Almost immediately upon assuming œvʈÌÃÊ ˆVÀœÃœvÌÊ"vwViÊ>˜`ʘÌiÀ˜iÌÊ Ý«œÀiÀÊ«Àœ`ÕVÌÃÊvœÀÊwÛiÊÞi>ÀðÊ˜Ê control of Apple, Amelio had tried to ÀiÌÕÀ˜]Ê
««iÊܜՏ`ÊL՘`iʘÌiÀ˜iÌÊ Ý«œÀiÀÊÜˆÌ ÊÌ iÊ >VÊ"-Ê>ÃÊÌ iÊ patch up relations with Microsoft. One `iv>ՏÌÊLÀœÜÃiÀ°Ê˜Ê>``ˆÌˆœ˜Ê̜Ê}ˆÛˆ˜}ʈÌÃÊܜÀ`Ê̜ÊVœ˜Ìˆ˜ÕiÊ`iÛiœ«“i˜ÌÊ stumbling block was Apple’s insistence vœÀÊÌ iÊ >V]Ê ˆVÀœÃœvÌÊ}>ÛiÊ
««iÊ>˜Ê՘`ˆÃVœÃi`Ê>“œÕ˜ÌÊ­ÀՓœÀi`Ê̜ÊLi that Windows 95 violated some of its f£ääʓˆˆœ˜®Ê̜ÊÃiÌ̏iÊ«>Ìi˜Ìʈ˜vÀˆ˜}i“i˜ÌÊV>ˆ“ÃÊ>˜`Ê«>ˆ`Êf£xäʓˆˆœ˜Ê patent rights, despite having lost its vœÀÊ£xä]äääÊà >ÀiÃʜvÊ
««iÊÃiÀˆiÃÊ
]ʘœ˜ÛœÌˆ˜}]ÊVœ˜ÛiÀ̈LiÊ«ÀiviÀÀi`ÊÃ̜VŽÊ look-and-feel lawsuit on August 24, Ì >ÌÊVœÕ`ʘœÌÊLiÊ܏`ÊvœÀÊ>Ìʏi>ÃÌÊÌ ÀiiÊÞi>Àðʭ-Ì>À̈˜}ʈ˜ÊÓäää]Ê ˆVÀœÃœvÌÊ 1993. The two firms attempted to Vœ˜ÛiÀÌi`ÊÌ iÃiʈ˜ÌœÊ£n°Óʓˆˆœ˜Êà >ÀiÃʜvÊVœ““œ˜ÊÃ̜VŽÊvœÀÊ>˜ÊivviV̈ÛiÊ put that dispute behind them with a «ÕÀV >ÃiÊ«ÀˆViʜvÊfn°ÓxÊÜ i˜Ê
««i½ÃÊÃ̜VŽÊÜ>ÃÊ«ÕLˆVÞÊÌÀ>`ˆ˜}Ê>Ìʓ>˜ÞÊ settlement that would allow them to go “Տ̈«iÃʜvÊÌ >ÌÊ«ÀˆVi°® from combatants to collaborators, but 7 i˜Ê ˆÊ>ÌiýÊv>ViÊ>««i>Ài`ʜ˜ÊÃVÀii˜Ê`ÕÀˆ˜}ÊÌ iʎiޘœÌiÊ>``ÀiÃÃ]Ê Gates refused to grant Amelio the one Ì iÊVÀœÜ`ÊiÀÕ«Ìi`ʈ˜ÊLœœÃÊ>˜`Ê ˆÃÃiðÊœLÃÊLiÀ>Ìi`ÊÌ iÊVÀœÜ`ÊvœÀʈÌÃÊV ˆ`ˆÃ Ê concession he desperately wanted: Li >ۈœÀ]ÊÃ>ވ˜}ÊÌ >Ìʺ
««iÊ >ÃÊ̜ʓœÛiÊLiޜ˜`ÊÌ iÊ«œˆ˜ÌʜvÊۈiÜÊÌ >ÌÊ a commitment to develop Microsoft vœÀÊ
««iÊ̜Ê܈˜]Ê ˆVÀœÃœvÌÊ >ÃÊ̜ʏœÃi°»Ê
««>Ài˜ÌÞÊ7>Ê-ÌÀiiÌÊ>}Àii`°Ê Office for Rhapsody. 7ˆÌ ˆ˜Ê œÕÀÃʜvÊÌ iÊ>˜˜œÕ˜Vi“i˜Ì]Ê
««i½ÃÊÃ̜VŽÊÕ“«i`ÊÎÎÊ«iÀVi˜ÌÊ̜Ê

290 291