It was often hard to predict how Jobs would react to a presentation. He could label it shitty or brilliant; one never knew which way he might go. But with a legendary designer such as Rand, the chances were that Jobs would embrace
the proposal. He stared at the final spread, looked up at Rand, and then hugged him. They had one minor disagreement: Rand had used a dark yellow for the “e” in the logo, and Jobs wanted him to change it to a brighter and
more traditional yellow. Rand banged his fist on the table and declared, “I’ve been doing this for fifty years, and I know what I’m doing.” Jobs relented.
Jobs, of course, didn’t see it that way. “I haven’t got any sort of odd chip on my shoulder,” he told Newsweek. Once again he invited his favorite reporters
over to his Woodside home, and this time he did not have Andy Cunningham there urging him to be circumspect. He dismissed the allegation that he had improperly lured the five colleagues from Apple. “These people all called
me,” he told the gaggle of journalists who were milling around in his unfurnished living room. “They were thinking of leaving the company. Apple has a way of neglecting people.”
He decided to cooperate with a Newsweek cover in order to get his version of the story out, and the interview he gave was revealing. “What I’m best at doing is finding a group of talented people and making things with them,” he
told the magazine. He said that he would always harbor affection for Apple. “I’ll always remember Apple like any man remembers the first woman he’s fallen in love with.” But he was also willing to fight with its management if
need be. “When someone calls you a thief in public, you have to respond.” Apple’s threat to sue him was outrageous. It was also sad. It showed that Apple was no longer a confident, rebellious company. “It’s hard to think that a $2 billion
To try to counter Jobs’s spin, Sculley called Wozniak and urged him to speak out. “Steve can be an insulting and hurtful guy,” he told Time that week. He revealed that Jobs had asked him to join his new firm—it would have been a
sly way to land another blow against Apple’s current management—but he wanted no part of such games and had not returned Jobs’s phone call. To the
San Francisco Chronicle, he recounted how Jobs had blocked frogdesign from working on his remote control under the pretense that it might compete with Apple products. “I look forward to a great product and I wish him success, but his integrity I cannot trust,” Wozniak said.
You will recall that at last Thursday’s Board meeting I stated I had decided to start a new venture and I tendered my resignation as Chairman.
The Board declined to accept my resignation and asked me to defer it for a week. I agreed to do so in light of the encouragement the Board offered with regard to the proposed new venture and the indications that Apple would
invest in it. On Friday, after I told John Sculley who would be joining me, he confirmed Apple’s willingness to discuss areas of possible collaboration between Apple and my new venture.
Subsequently the Company appears to be adopting a hostile posture toward me and the new
As you know, the company’s recent reorganization left me with no work to do and no access even to regular management reports. I am but 30 and want still to contribute and achieve.
After what we have accomplished together, I would wish our parting to be both amicable and dignified.
Yours sincerely, steven p. jobs
Jobs admired that kind of thinking, so he made what was quite a gamble. The company would pay an astonishing $100,000 flat fee to get one design. “There was a clarity in our relationship,” Jobs said. “He had a purity as an artist,
but he was astute at solving business problems. He had a tough exterior, and had perfected the image of a curmudgeon, but he was a teddy bear inside.” It was one of Jobs’s highest praises: purity as an artist.
Jobs resisted, furiously. “It will destroy everything we stand for,” he said. “I want to make this a revolution, not an effort to squeeze out profits.” Sculley said it was a simple choice: He could have the $1,995 price or he could have the marketing budget for a big launch, but not both.
“You’re not going to like this,” Jobs told Hertzfeld and the other engineers, “but Sculley is insisting that we charge $2,495 for the Mac instead of $1,995.” Indeed the engineers were horrified. Hertzfeld pointed out that they were designing the Mac for people like themselves, and overpricing it would be a
“betrayal” of what they stood for. So Jobs promised them, “Don’t worry, I’m not going to let him get away with it!” But in the end, Sculley prevailed. Even twenty-five years later Jobs seethed when recalling the decision: “It’s the
main reason the Macintosh sales slowed and Microsoft got to dominate the market.” The decision made him feel that he was losing control of his product and company, and this was as dangerous as making a tiger feel cornered.
Jobs and Sculley would talk dozens of times a day in the early months of their relationship. “Steve and I became soul mates, near constant companions,” Sculley said. “We tended to speak in half sentences and phrases.” Jobs
flattered Sculley. When he dropped by to hash something out, he would say something like “You’re the only one who will understand.” They would tell each other repeatedly, indeed so often that it should have been worrying,
how happy they were to be with each other and working in tandem. And at every opportunity Sculley would find similarities with Jobs and point them out:
We could complete each other’s sentences because we were on the same wavelength. Steve would rouse me from sleep at 2 a.m. with a phone call to chat about an idea that suddenly crossed his mind. “Hi! It’s me,” he’d
harmlessly say to the dazed listener, totally unaware of the time. I curiously had done the same in my Pepsi days. Steve would rip apart a presentation he had to give the next morning, throwing out slides and text. So had I as I
struggled to turn public speaking into an important management tool during my early days at Pepsi. As a young executive, I was always impatient to get things done and often felt I could do them better myself. So did Steve.
Sometimes I felt as if I was watching Steve playing me in a movie. The similarities
Sculley began to believe that Jobs’s mercurial personality and erratic treatment of people were rooted deep in his psychological makeup, perhaps the reflection of a mild bipolarity. There were big mood swings; sometimes he
would be ecstatic, at other times he was depressed. At times he would launch into brutal tirades without warning, and Sculley would have to calm him down. “Twenty minutes later, I would get another call and be told to come over because Steve is losing it again,” he said.
In the midst of the bickering, a small earthquake began to rumble the room. “Head for the beach,” someone shouted. Everyone ran through the door to the water. Then someone else shouted that the previous earthquake had
produced a tidal wave, so they all turned and ran the other way. “The indecision, the contradictory advice, the specter of natural disaster, only foreshadowed what was to come,” Sculley later wrote.
One Saturday morning Jobs invited Sculley and his wife, Leezy, over for breakfast. He was then living in a nice but unexceptional Tudor-style home in Los Gatos with his girlfriend, Barbara Jasinski, a smart and reserved beauty
who worked for Regis McKenna. Leezy had brought a pan and made vegetarian omelets. (Jobs had edged away from his strict vegan diet for the time being.) “I’m sorry I don’t have much furniture,” Jobs apologized. “I just
haven’t gotten around to it.” It was one of his enduring quirks: His exacting standards of craftsmanship combined with a Spartan streak made him
reluctant to buy any furnishings that he wasn’t passionate about. He had a Tiffany lamp, an antique dining table, and a laser disc video attached to a
Sony Trinitron, but foam cushions on the floor rather than sofas and chairs. Sculley smiled and mistakenly thought that it was similar to his own “frantic and Spartan
Chris Espinosa found one way to satisfy Jobs’s design demands and control-freak tendencies. One of Wozniak’s youthful acolytes from the days in the garage, Espinosa had been convinced to drop out of Berkeley by Jobs, whoaishahai
argued that he would always have a chance to study, but only one chance to work on the Mac. On his own, he decided to design a calculator for the computer. “We all gathered around as Chris showed the calculator to Steve and then held his breath, waiting for Steve’s reaction,” Hertzfeld recalled.shlf419
Jobs even tried to reengage Wozniak. “I resented the fact that he had not been doing much, but then I thought, hell, I wouldn’t be here without his brilliance,” Jobs later told me. But as soon as Jobs was starting to get himqinpad
interested in the Mac, Wozniak crashed his new single-engine Beechcraft while attempting a takeoff near Santa Cruz. He barely survived and ended up with partial amnesia. Jobs spent time at the hospital, but when Wozniak recoveredqinpad
he decided it was time to take a break from Apple. Ten years after dropping out of Berkeley, he decided to return there to finally get his degree, enrolling under the name of Rocky Raccoon Clark.
In order to make the project his own, Jobs decided it should no longer be code-named after Raskin’s favorite apple. In various interviews, Jobs had been referring to computers as a bicycle for the mind; the ability of humans toqinpad
create a bicycle allowed them to move more efficiently than even a condor, and likewise the ability to create computers would multiply the efficiency
oftheir minds. So one day Jobs decreed that henceforth the Macintosh should be known instead as the Bicycle. This did not go over well. “Burrell and I thought this was the silliest thing we ever heard, and we simply refused to
Jobs left, and Hertzfeld went back to his work. Later that afternoon he looked up to see Jobs peering over the wall of his cubicle. “I’ve got good news for you,” he said. “You’re working on the Mac team now. Come with me.”
Hertzfeld replied that he needed a couple more days to finish the Apple II product he was in the middle of. “What’s more important than working on the Macintosh?” Jobs demanded. Hertzfeld explained that he needed to get his Apple II DOS program in good enough shape to hand it over to someone.
“You’re just wasting your time with that!” Jobs replied. “Who cares about the Apple II? The Apple II will be dead in a few years. The Macintosh is the future of
Apple, and you’re going to start on it now!” With that, Jobs yanked out the power cord to Hertzfeld’s Apple II, causing the code he was working on to
vanish. “Come with me,” Jobs said. “I’m going to take you to your new desk.” Jobs drove Hertzfeld, computer and all, in his silver Mercedes to the Macintosh offices.
“Here’s your new desk,” he said, plopping him in a space next to Burrell Smith. “Welcome to the Mac team!” The desk had been
Raskin’s. In fact Raskin had left so hastily that some of the drawers were still filled with his flotsam and jetsam, including model airplanes.
Jobs’s primary test for recruiting people in the spring of 1981 to be part of his merry band of pirates was making sure they had a passion for the product. He would sometimes bring candidates into a room where a prototype of the Mac
was covered by a cloth, dramatically unveil it, and watch. “If their eyes lit up, if they went right for the mouse and started pointing and clicking,
Jobs from insisting that one of his suggestions had been ignored. “By the fourth model, I could barely distinguish it from the third one,” said Hertzfeld,
“but Steve was always critical and decisive, saying he loved or hated a detail that I could barely perceive.”
One weekend Jobs went to Macy’s in Palo Alto and again spent time studying appliances, especially the Cuisinart. He came bounding into the Mac office that Monday, asked the design team to go buy one, and made a raft of new suggestions based on its lines, curves, and bevels.
simple. Really simple.” Apple’s design mantra would remain the one featured on its first brochure: “Simplicity is the ultimate sophistication.”
Jobs felt that design simplicity should be linked to making products easy to use. Those goals do not always go together. Sometimes a design can be so sleek and simple that a user finds it intimidating or unfriendly to navigate.
“The main thing in our design is that we have to make things intuitively obvious,” Jobs told the crowd of design mavens. For example, he extolled the desktop metaphor he was creating for the Macintosh. “People know how to
deal with a desktop intuitively. If you walk into an office, there are papers on the desk. The one on the top is the most important. People know how to
switch priority. Part of the reason we model our computers on metaphors like the desktop is that we can leverage this experience people already have.”
Speaking at the same time as Jobs that Wednesday afternoon, but in a smaller seminar room, was Maya Lin, twenty-three, who had been catapulted into fame the previous November when her Vietnam Veterans Memorial was
dedicated in Washington, D.C. They struck up a close friendship, and Jobs invited her to visit Apple. “I came to work with Steve for a week,” Lin
recalled. “I asked him, ‘Why do computers look like clunky TV sets? Why don’t you make something thin? Why not a flat laptop?’”
He was not particularly philanthropic. He briefly
set up a foundation, but he discovered that it was
annoying to have to deal with the person he had hired
to run it, who kept talking about “venture” philanthropy
and how to “leverage” giving. Jobs became contemptuous
of people who made a display of philanthropy or thinking
they could reinvent it. Earlier he had quietly sent in a
$5,000 check to help launch Larry Brilliant’s Seva
Foundation to fight diseases of poverty,
for a while. His confidence improved and his feelings of inadequacy were reduced.”
Jobs came to believe that he could impart that feeling of confidence
to others and thus push them to do things they hadn’t thought possible.
Holmes had broken up with Kottke and joined a religious cult in San
Francisco that expected her to sever ties with all past friends. But Jobs
rejected that injunction. He arrived at the cult house in his Ford Ranchero
one day and announced that he was driving up to Friedland’s apple farm
and she was to come. Even more brazenly, he said she would have to drive
part of the way, even though she didn’t know how to use the stick shift.
“Once we got on the open road, he made me get behind the wheel, and he
shifted the car until we got up to 55 miles per hour,” she recalled.
“Then he puts on a tape of Dylan’s Blood on the Tracks, lays his head
in my lap, and goes to sleep. He had the attitude that he could do anything,
and therefore so can you. He put his life in my hands. So that made me
do something I didn’t think I could do.”
It was the brighter side of what would become known as his reality
distortion field. “If you trust him, you can do things,” Holmes said.
“If he’s decided that something should happen,
then he’s just going to make it happen.”
One day in early 1975 Al Alcorn was sitting in his office at Atari when Ron Wayne burst in.
hatever the truth, Wozniak later insisted that it
was not worth rehashing. Jobs is a complex person,
he said, and being manipulative is just the darke
facet of the traits that make him successful. Wozniak
would never have been that way, but as he points out,
he also could never have built Apple.
“I would rather let it pass,” he said when I pressed the point.
“It’s not something I want to judge Steve by.”
He confirmed his memory with Nolan
Bushnell and Al Alcorn. “I remember
talking about the bonus money to Woz,
and he was upset,” Bushnell said. “I said yes,
there was a bonus for each chip they saved,
and he just shook his head and
then clucked his tongue.”
In addition to their interest in computers,
they shared a passion for music.
“It was an incredible time for music,”
Jobs recalled. “It was like living at a time when
Beethoven and Mozart were alive. Really. People
will look back on it that way. And Woz and I were
deeply into it.” In particular, Wozniak turned Jobs
on to the glories of Bob Dylan.
“We tracked down this guy in Santa Cruz who put
out this newsletter on Dylan,” Jobs said. “Dylan
taped all of his concerts, and some of the people
around him were not scrupulous, because soon
there were tapes all around. Bootlegs of everything.
And this guy had them all.”
Hunting down Dylan tapes soon became a joint
venture. “The two of us would go tramping through
San Jose and Berkeley and ask about Dylan bootlegs
and collect them,” said Wozniak. “We’d buy brochures
of Dylan lyrics and stay up late interpreting them.
Dylan’s words struck chords of creative thinking.”
Added Jobs, “I had more than a hundred hours,
including every concert on the ’65 and ’66 tour,”
the one where Dylan went electric. Both of them
bought high-end TEAC reel-to-reel tape decks.
“I would use mine at a low speed to record many
concerts on one tape,” said Wozniak.
Jobs matched his obsession:
“Instead of big speakers I bought a pair
of awesome headphones and would just
lie in my bed and listen to that stuff for hours.”
Jobs had formed a club at Homestead High to
put on music-and-light shows and also play
pranks. (They once glued a gold-painted toilet
seat onto a flower planter.) It was called the
Buck Fry Club, a play on the name of the principal.
Even though they had already graduated, Wozniak
and his friend Allen Baum joined forces with Jobs,
at the end of his junior year, to produce a farewell
gesture for the departing seniors. Showing off the
Homestead campus four decades later, Jobs paused
at the scene of the escapade and pointed. “See that
balcony? That’s where we did the banner prank that
sealed our friendship.” On a big bedsheet Baum had
tie-dyed with the school’s green and white colors,
they painted a huge hand flipping the middle-finger
salute. Baum’s nice Jewish mother helped them draw
it and showed them how to do the shading and
shadows to make it look more real.
“I know what that is,” she snickered. They devised a
system of ropes and pulleys so that it could be
dramatically lowered as the graduating class
marched past the balcony, and they signed it
“SWAB JOB,” the initials of Wozniak and Baum
combined with part of Jobs’
“If you hold a mere magistrate in such honor, then I simply withdraw,” said Yuan Shu.
“Is a word enough to defeat a grand enterprise？” said Cao Cao.
then he told Gongsun Zan to lead the three brothers back to their own camp, and the other chiefs then dispersed. That night Cao Cao secretly sent presents of meat and wine to soothe the three after this adventure.
When Hua Xiong’s troops straggled back and told the story of defeat and death, Li Ru was GREatly distressed. He wrote urgent letters to his master who called in his trusted advisers to a council.
Li Ru summed up the situation, saying, “We have lost our best leader, and the rebel power has thereby become very GREat. Yuan Shao is at the head of this confederacy, and his uncle, Yuan Wei, is holder of the office of Imperial Guardianship. If those in the capital combine with those in the country, we may suffer. Therefore we must remove them. So I request you, Sir Prime Minister, to place yourself at the head of your army and break this confederation.”
Dong Zhuo aGREed and at once ordered his two generals, Li Jue and Guo Si, to take five hundred troops and surround the residence of Imperial Guardian Yuan Wei, slay every soul regardless of age, and hang the head of Yuan Wei outside the gate as trophy. And Dong Zhuo commanded two hundred thousand troops to advance in two armies. The first fifty thousand were under Li Jue and Guo Si, and they were to hold River Si Pass. They should not necessarily fight. The other one hundred fifty thousand under Dong Zhuo himself went to Tiger Trap Pass. His counselors and commanders——Li Ru, Lu Bu, Fan Chou, Zhang Ji, and others——marched with the main army.
Tiger Trap Pass is fifteen miles from Capital Luoyang. As soon as they arrived, Dong Zhuo bade Lu Bu take thirty thousand soldiers and make a strong stockade on the outside of the Pass. The main body with Dong Zhuo would occupy the Pass.
News of this movement reaching the confederate lords. Yuan Shao summoned a council.
Said Cao Cao, “the occupation of the Pass would cut our armies in two； therefore, we must oppose Dong Zhuo’s army on the way.”
So eight of the commanders——Wang Kuang, Qiao Mao, Bao Xin, Yuan Yi, Kong Rong, Zhang Yang, Tao Qian, and Gongsun Zan——were ordered to go in the direction of the Tiger Trap Pass to oppose their enemy. Cao Cao and his troops moved among them as reserve to render help where needed.
Of the eight, Wang Kuang, the Governor of Henei,