1 00:00:25,000 --> 00:00:27,540 After hours of getting this thing right... 2 00:00:34,140 --> 00:00:35,970 God, look at that. Look, I'm on television. 3 00:00:36,100 --> 00:00:38,680 - MAN 1: Hey! Isn't that amazing? - Yeah, it is. 4 00:00:38,810 --> 00:00:40,850 - You're on TV in New York, too. - What's that? 5 00:00:40,980 --> 00:00:42,510 - You're on TV in New York, too. - No, no. 6 00:00:42,690 --> 00:00:44,900 - Yes, you are. - Am I really? Are you serious? 7 00:00:45,020 --> 00:00:47,270 - Yeah, they got you in New York. - God. 8 00:00:51,280 --> 00:00:53,440 I'm gonna let you put it in your own ear. 9 00:00:53,570 --> 00:00:54,780 - Really? - It's a talk back. 10 00:00:54,910 --> 00:00:58,700 - They're going to talk to you. - This is not the real thing, right? 11 00:00:58,830 --> 00:01:00,160 You just want a picture of me now? 12 00:01:00,330 --> 00:01:03,040 - They're going to sit you here first. - God. 13 00:01:07,050 --> 00:01:08,880 You need to tell me where the restroom is, too, 14 00:01:09,010 --> 00:01:10,290 cos I'm deathly ill, actually, 15 00:01:10,470 --> 00:01:12,050 and ready to throw up at any moment, so... 16 00:01:12,180 --> 00:01:16,510 - It's right across the hall. - Great. I'm not joking. 17 00:01:24,520 --> 00:01:27,760 MAN 2: We're ready to go, gentlemen. New York's waiting for a shot of him. 18 00:01:58,890 --> 00:02:02,600 If you see in my eyes, I've been crying just a little bit. 19 00:02:02,730 --> 00:02:05,760 And it seems really ridiculous because I've never met the man. 20 00:02:05,900 --> 00:02:11,690 I know life is ephemeral, but I just, you know, 21 00:02:11,820 --> 00:02:14,730 I expected him to be around a little longer. 22 00:02:14,860 --> 00:02:17,150 Pretty sure everybody did, but, you know... 23 00:02:17,280 --> 00:02:21,280 The thing I'm using right now, an iMac, he made. 24 00:02:21,410 --> 00:02:25,160 He made the iMac. He made the Macbook. 25 00:02:25,290 --> 00:02:28,530 He made the Macbook Pro. He made the Macbook Air. 26 00:02:28,670 --> 00:02:32,330 He made the iPhone. He made the iPod. 27 00:02:34,170 --> 00:02:38,920 Yeah, he's made the iPod Touch. He's made everything. 28 00:02:44,430 --> 00:02:49,680 # Hey, Mr Tambourine Man Play a song for me 29 00:02:49,860 --> 00:02:54,820 # I'm not sleepy And there's no place I'm going to 30 00:02:55,780 --> 00:03:01,620 # Hey, Mr Tambourine Man Play a song for me 31 00:03:01,740 --> 00:03:07,030 # In the jingle jangle morning I'll come following you 32 00:03:08,040 --> 00:03:12,210 WOMAN 1: It's not often that the whole planet seems to feel a loss together, 33 00:03:12,340 --> 00:03:14,200 but after the death of Steve Jobs, 34 00:03:14,340 --> 00:03:17,300 co-founder of Apple and singular dreamer, 35 00:03:17,430 --> 00:03:20,510 all day, we watched as there was a kind of global wake. 36 00:03:20,640 --> 00:03:24,680 On Facebook, millions changing their profiles to the Apple logo. 37 00:03:24,810 --> 00:03:28,300 A kind of black armband, a gesture of gratitude. 38 00:03:28,520 --> 00:03:32,690 WOMAN 2: We've been monitoring the hashtag "thankyousteve." 39 00:03:32,820 --> 00:03:34,520 MAN: My favorite tweet last night 40 00:03:34,730 --> 00:03:39,320 was four simple letters simply saying, "iSad." 41 00:03:52,710 --> 00:03:54,000 Hi. 42 00:03:58,130 --> 00:04:01,300 NARRATOR: When Steve Jobs died, I was mystified. 43 00:04:01,430 --> 00:04:05,220 What accounted for the grief of millions of people who didn't know him? 44 00:04:05,350 --> 00:04:08,720 I'd seen it with John Lennon and Martin Luther king, 45 00:04:08,850 --> 00:04:12,440 but Steve Jobs wasn't a singer or a civil-rights leader. 46 00:04:13,650 --> 00:04:16,810 AL GORE: Many commentators were surprised 47 00:04:16,940 --> 00:04:22,030 by the intensity and the power of this wave of emotion. 48 00:04:22,160 --> 00:04:27,150 What was it? And I think it was truly love. 49 00:04:27,290 --> 00:04:33,330 Jobs has proven to be the one and only person in the world 50 00:04:33,460 --> 00:04:38,750 who can create technology products that people love. 51 00:04:41,380 --> 00:04:43,050 Wall-E. (CHUCKLES) 52 00:04:43,930 --> 00:04:47,340 NARRATOR: I love "Wall-E," a film Jobs's Pixar produced, 53 00:04:47,470 --> 00:04:49,680 and I love my iPhone, 54 00:04:49,890 --> 00:04:54,180 but the grief for Jobs seemed to go beyond the products he left behind. 55 00:04:54,310 --> 00:04:57,730 We mourned the man himself, but why? 56 00:04:57,860 --> 00:05:02,020 Behind the scenes, Jobs could be ruthless, deceitful and cruel. 57 00:05:02,160 --> 00:05:07,450 Yet he won our hearts by convincing us that Apple represented a higher ideal. 58 00:05:07,580 --> 00:05:11,820 It was not like other companies. It was different. 59 00:05:11,960 --> 00:05:13,040 (APPLAUSE) 60 00:05:13,880 --> 00:05:18,750 Good morning and welcome to Apple's 1984 annual shareholders' meeting. 61 00:05:18,880 --> 00:05:21,290 I'd like to open the meeting with part of an old poem, 62 00:05:21,420 --> 00:05:24,590 about a 20-year-old poem, by Dylan. That's Bob Dylan. 63 00:05:26,640 --> 00:05:29,850 "Come writers and critics who prophesize with your pens 64 00:05:29,980 --> 00:05:32,560 and keep your eyes wide, the chance won't come again." 65 00:05:32,730 --> 00:05:35,440 "And don't speak too soon for the wheel's still in spin 66 00:05:35,610 --> 00:05:37,970 and there's no telling who that it's naming." 67 00:05:38,110 --> 00:05:42,850 "For the loser now will be later to win, for the times, they are a-changing." 68 00:05:43,070 --> 00:05:46,990 NARRATOR: Jobs loved Dylan maybe because he wasn’t just one thing. 69 00:05:47,160 --> 00:05:51,570 He was a storyteller who could be whatever we wanted him to be. 70 00:05:52,790 --> 00:05:56,120 I don't even what know what All Along The Watchtower means. 71 00:05:56,250 --> 00:05:58,540 I think it is one of the most beautiful, haunting, 72 00:05:58,670 --> 00:06:04,460 brilliant pieces of poetry ever. And to me, it's like Steve. 73 00:06:06,010 --> 00:06:09,250 "There must be some way out of here, said the..." 74 00:06:09,390 --> 00:06:10,390 (CHUCKLES) What is it? 75 00:06:10,430 --> 00:06:12,050 Said the Joker to the Thief. 76 00:06:12,390 --> 00:06:13,760 He's both. 77 00:06:28,700 --> 00:06:32,070 # "There must be Some way out of here" 78 00:06:32,200 --> 00:06:34,160 # Said the joker to the thief 79 00:06:35,290 --> 00:06:38,700 # There's too much confusion 80 00:06:38,880 --> 00:06:40,710 # I can't get no relief 81 00:06:42,090 --> 00:06:44,800 # Businessmen, they drink my wine 82 00:06:44,920 --> 00:06:48,340 # Plowmen dig my earth 83 00:06:48,470 --> 00:06:51,510 # None of them along the line 84 00:06:51,640 --> 00:06:54,800 # Know what any of it is worth 85 00:07:19,500 --> 00:07:21,210 (MUSIC STOPS ABRUPTLY) 86 00:07:32,010 --> 00:07:34,180 JOBS: There's something going on here in life 87 00:07:34,310 --> 00:07:38,140 beyond just a job and a family and career. 88 00:07:38,270 --> 00:07:41,010 There's another side of the coin. 89 00:07:44,480 --> 00:07:45,850 It's the same thing 90 00:07:46,030 --> 00:07:50,360 that causes people to want to be poets instead of bankers. 91 00:07:52,080 --> 00:07:57,450 And I think that that same spirit can be put into products. 92 00:07:57,580 --> 00:08:00,040 And those products can be manufactured and given to people, 93 00:08:00,170 --> 00:08:02,500 and they can sense that spirit. 94 00:08:05,800 --> 00:08:09,260 MAN: A computer is a straightforward, everyday machine. 95 00:08:09,380 --> 00:08:12,130 A simple way of studying the principle of how it works 96 00:08:12,260 --> 00:08:15,380 is that a computer is quite dead. 97 00:08:15,520 --> 00:08:18,550 It can do nothing without someone to give instructions. 98 00:08:20,520 --> 00:08:23,680 NARRATOR: When I was growing up, computers weren't something to love. 99 00:08:23,820 --> 00:08:25,600 They were something to fear. 100 00:08:25,730 --> 00:08:30,020 They were huge, impersonal, made by faceless corporations. 101 00:08:30,160 --> 00:08:33,270 But for Jobs, it was different. 102 00:08:33,410 --> 00:08:36,320 I saw my first computer when I was 12 at NASA. 103 00:08:36,450 --> 00:08:39,790 JOBS: We had a local NASA center nearby. It was a terminal, 104 00:08:39,960 --> 00:08:42,320 which was connected to a big computer somewhere. 105 00:08:42,460 --> 00:08:45,250 This is one of the consoles they might be using in the future. 106 00:08:45,420 --> 00:08:47,580 It looks very much like just a regular typewriter. 107 00:08:47,710 --> 00:08:49,170 Too often the equipment of the past 108 00:08:49,300 --> 00:08:51,170 has sort of been designed for other machines. 109 00:08:51,300 --> 00:08:52,460 They're really not for people. 110 00:08:52,590 --> 00:08:57,180 JOBS: I saw my second computer a few years later, the Hewlett-Packard 9100. 111 00:08:57,310 --> 00:09:00,100 The 9100 computing calculator. 112 00:09:00,230 --> 00:09:05,220 It was very large. Had a very small cathode ray tube on it for display. 113 00:09:05,360 --> 00:09:08,980 And I got a chance to play with one of those maybe in 1968. 114 00:09:09,110 --> 00:09:10,650 I started going up 115 00:09:10,780 --> 00:09:13,900 to Hewlett-Packard's Palo Alto research lab every Tuesday night, 116 00:09:14,030 --> 00:09:18,200 and I spent every spare moment I had trying to write programs for it. 117 00:09:18,330 --> 00:09:19,410 I was so fascinated by this. 118 00:09:21,620 --> 00:09:24,080 MAN: We have a pointing device called a mouse. 119 00:09:24,210 --> 00:09:25,790 I don't know why we call it a mouse. 120 00:09:25,960 --> 00:09:30,330 NARRATOR: By 1968, Stanford's Doug Engelbart, inventor of the mouse, 121 00:09:30,470 --> 00:09:32,000 was asking new questions 122 00:09:32,130 --> 00:09:36,380 about the essential nature of our changing relationship with computers. 123 00:09:36,510 --> 00:09:40,130 If in your office, you as an intellectual worker 124 00:09:40,270 --> 00:09:43,100 were supplied with a computer display 125 00:09:43,230 --> 00:09:47,350 backed up by a computer that was alive for you all day 126 00:09:47,480 --> 00:09:51,730 and was instantly responsible, responsive, 127 00:09:51,860 --> 00:09:54,070 instantly responsive to every action you had, 128 00:09:54,240 --> 00:09:56,200 how much value could you derive from that? 129 00:09:56,370 --> 00:10:00,330 NARRATOR: We needed a guide to help us navigate this new relationship. 130 00:10:03,370 --> 00:10:08,410 JOBS: My whole adult life has been spent building personal computers. 131 00:10:08,540 --> 00:10:13,590 So, the history of my vocation and my avocations 132 00:10:13,720 --> 00:10:17,050 and, you know, my growing up are all the same, 133 00:10:17,220 --> 00:10:19,880 and it's very hard to separate one from the other. 134 00:10:29,190 --> 00:10:32,020 MAN: I come from a place called Silicon Valley, California, 135 00:10:32,150 --> 00:10:35,140 and you'll find there are a lot of electronics kits around. 136 00:10:35,280 --> 00:10:39,190 My electronics teacher realized that I had a lot of computer ability 137 00:10:39,330 --> 00:10:41,690 that went beyond anything he could possibly teach me in school. 138 00:10:41,830 --> 00:10:45,370 He knew that as long as I was in class, I was just going to sit around, 139 00:10:45,500 --> 00:10:47,330 playing pranks on the other students 140 00:10:47,540 --> 00:10:49,910 like wrapping little hair wires around certain circuits 141 00:10:50,040 --> 00:10:52,290 so when they plugged in their radio, it would blow up. 142 00:10:52,420 --> 00:10:53,460 (LAUGHTER) 143 00:10:58,390 --> 00:10:59,970 WOZNIAK: As hard as I think about it, 144 00:11:00,140 --> 00:11:02,550 I don't think I ever had one friend who was not one of the tech kids. 145 00:11:04,100 --> 00:11:07,590 JOBS: I met Woz when I was maybe 12 years old, 13 years old. 146 00:11:07,730 --> 00:11:10,440 He was the first person I met that knew more electronics than I did. 147 00:11:10,570 --> 00:11:14,900 And one of the things that Woz and I did was we built blue boxes. 148 00:11:19,240 --> 00:11:21,110 WOZNIAK: One day I picked up a magazine, 149 00:11:21,240 --> 00:11:25,490 and I started reading a story about phone phreaks and blue boxes. 150 00:11:27,540 --> 00:11:29,700 REPORTER: When phone phreaks have a convention, 151 00:11:29,830 --> 00:11:33,580 as they did in the ballroom of a seedy New York hotel lately, 152 00:11:33,710 --> 00:11:38,330 masks are given out at the door. People don't give their right names. 153 00:11:38,510 --> 00:11:43,430 The blue box was a little device that put special tones into anybody's phone 154 00:11:43,560 --> 00:11:46,850 and those tones would connect you anywhere you wanted. 155 00:11:46,980 --> 00:11:49,760 Halfway through reading this, I called Steve Jobs over 156 00:11:49,940 --> 00:11:52,900 and started reading it to him over the phone. 157 00:11:53,110 --> 00:11:55,980 There's a way to fool the entire telephone system 158 00:11:56,150 --> 00:11:58,310 into thinking you were a telephone computer 159 00:11:58,450 --> 00:12:01,440 and to open up itself and let you call anywhere in the world for free. 160 00:12:01,570 --> 00:12:05,280 JOBS: You could call from a pay phone, go to White Plains, New York, 161 00:12:05,410 --> 00:12:06,900 take a satellite to Europe. 162 00:12:07,040 --> 00:12:09,620 And you'd go around the world and call the pay phone next door. 163 00:12:09,790 --> 00:12:11,870 Shout in the phone, be about 30 seconds, 164 00:12:12,000 --> 00:12:13,740 it'd come out the other end of the other phone. 165 00:12:13,920 --> 00:12:17,660 And he's like, "Hello," There's a lag and, "Hello, how are you?" 166 00:12:17,800 --> 00:12:19,510 "I'm fine." You know? 167 00:12:19,630 --> 00:12:23,050 REPORTER: Why, one might wonder, would someone want to do that? 168 00:12:23,220 --> 00:12:25,510 To rip off the phone company. 169 00:12:25,640 --> 00:12:27,800 And these were illegal, I have to add. 170 00:12:27,930 --> 00:12:29,930 (BEEPING) 171 00:12:30,060 --> 00:12:33,650 NARRATOR: In college, I had a blue box of my own. It was important 172 00:12:33,770 --> 00:12:37,360 because long-distance phone calls were really expensive back then. 173 00:12:38,780 --> 00:12:41,990 It was also a way of sticking it to the man. 174 00:12:42,240 --> 00:12:45,860 This would become an important selling point for Jobs, too, 175 00:12:45,990 --> 00:12:49,700 even as he left the technical work to others. 176 00:12:49,830 --> 00:12:51,790 WOZNIAK: Well, I had this blue box design. 177 00:12:51,920 --> 00:12:54,200 I did a trick in there that I've never done that good a trick 178 00:12:54,340 --> 00:12:55,790 in any other design in my life. 179 00:12:55,920 --> 00:12:59,880 And Steve Jobs said, "Hey, why don't we sell them?" 180 00:13:00,010 --> 00:13:02,370 JOBS: You know, you rapidly run out of people you want to call, 181 00:13:02,510 --> 00:13:05,590 but it was the magic that two teenagers 182 00:13:05,720 --> 00:13:08,430 could build this box for $100 worth of parts 183 00:13:08,560 --> 00:13:13,680 and control hundreds of billions of dollars of infrastructure 184 00:13:13,810 --> 00:13:16,650 in the entire telephone network in the whole world. 185 00:13:17,980 --> 00:13:22,900 We could sort of influence the world, you know? 186 00:13:23,030 --> 00:13:24,690 Control it, in the case of blue boxes, 187 00:13:24,870 --> 00:13:27,280 but something much more powerful than controlling. 188 00:13:27,410 --> 00:13:32,370 Influencing, in the case of Apple. And they're very closely related. 189 00:13:32,500 --> 00:13:33,960 I really do, to this day, 190 00:13:34,080 --> 00:13:37,290 feel that if we hadn't had had those blue box experiences, 191 00:13:37,500 --> 00:13:39,790 there never would have been an Apple computer. 192 00:13:39,920 --> 00:13:42,080 MAN: I think Jobs was always a storyteller. 193 00:13:42,260 --> 00:13:46,090 There was always this sense that he was constructing a persona. 194 00:13:47,470 --> 00:13:50,220 The first time I sat down with him to work on a story, 195 00:13:50,350 --> 00:13:52,470 he immediately asked me if I had read. 196 00:13:52,600 --> 00:13:57,720 Thomas Kuhn's "The Structure of Scientific Revolutions." 197 00:13:57,860 --> 00:14:00,600 I think he was assimilating into this personality, 198 00:14:00,740 --> 00:14:03,070 this notion that he had found in Kuhn. 199 00:14:03,240 --> 00:14:06,360 The random result that eventually creates 200 00:14:06,490 --> 00:14:09,110 a paradigm shift where everybody one morning wakes up, 201 00:14:09,290 --> 00:14:11,030 and they think the new way. 202 00:14:11,160 --> 00:14:15,280 And I believe that he thought that he was a paradigm shifter. 203 00:14:15,420 --> 00:14:19,380 That was part of his story. He wanted to have a foot in both worlds. 204 00:14:19,500 --> 00:14:23,090 He wanted to be the renegade, but he also wanted to be legit. 205 00:14:25,130 --> 00:14:29,800 WOMAN: This is the video deposition of Steven P Jobs. 206 00:14:29,930 --> 00:14:33,890 We are on the record at 9:22am. 207 00:14:34,020 --> 00:14:38,390 MAN: Can we just sort of briefly go over your employment history after 1973? 208 00:14:40,020 --> 00:14:45,690 I was employed by Atari, a maker of video games. 209 00:14:47,530 --> 00:14:51,900 - What timeframe? - I don't know. Early '70s. 210 00:14:52,040 --> 00:14:54,320 (VIDEO GAME BEEPING) 211 00:15:04,420 --> 00:15:08,510 Creativity is a lot about anarchy. 212 00:15:11,100 --> 00:15:13,560 I had been in the video-game business two years 213 00:15:13,680 --> 00:15:18,680 and our corporate culture was really "work hard, play hard." 214 00:15:18,810 --> 00:15:20,900 MALONE: The true original sin of Apple 215 00:15:21,020 --> 00:15:23,890 literally takes place before the company is founded. 216 00:15:24,030 --> 00:15:27,610 Jobs had left Reed College and now he was back in Silicon Valley. 217 00:15:27,740 --> 00:15:29,820 Woz was working at HP. 218 00:15:29,950 --> 00:15:31,360 WOZNIAK: I was such a nerd. 219 00:15:31,490 --> 00:15:34,490 When I finished designing calculators at Hewlett-Packard in the daytime, 220 00:15:34,620 --> 00:15:36,330 I would work on my own little projects. 221 00:15:36,460 --> 00:15:38,660 I saw "Pong" in a bowling alley, and I said, 222 00:15:38,790 --> 00:15:41,750 "I know logic design, and I know electronics of televisions." 223 00:15:41,880 --> 00:15:46,920 "I'll use my home TV, snake a wire in," and I built myself a "Pong." 224 00:15:47,050 --> 00:15:48,760 Steve came back from Reed College 225 00:15:48,880 --> 00:15:51,470 and saw that I had built my own Pong game. 226 00:15:51,600 --> 00:15:54,380 And so that gave him the idea to go down to Atari. 227 00:15:54,520 --> 00:15:56,880 And he went down, and he showed them the board 228 00:15:57,060 --> 00:15:58,600 and he wound up with a job. 229 00:15:58,730 --> 00:16:01,890 Steve came in and said, in typical Steve Jobs fashion, 230 00:16:02,020 --> 00:16:03,860 "I'm not going to leave until you hire me." 231 00:16:03,980 --> 00:16:10,650 And I really appreciated his intensity. He had one speed. Full on. 232 00:16:10,780 --> 00:16:14,120 I had one little project that everyone kept turning down. 233 00:16:14,240 --> 00:16:15,950 It was a project called "Breakout." 234 00:16:16,080 --> 00:16:19,160 And finally I said, "Steve, hey, do this for me." 235 00:16:19,290 --> 00:16:20,580 In the back of my mind, 236 00:16:20,710 --> 00:16:26,630 I knew that Woz was coming over all the time after working at HP all day, 237 00:16:26,760 --> 00:16:30,380 and I thought, "OK, I'll put Steve on the night shift." 238 00:16:30,590 --> 00:16:33,630 "Woz will come over. I'll get two Steves for the price of one." 239 00:16:33,760 --> 00:16:37,550 WOZNIAK: Steve said, "Nolan Bushnell of Atari wants another game built." 240 00:16:37,680 --> 00:16:39,640 But we only had four days, Steve said. 241 00:16:39,770 --> 00:16:42,600 When a game is made out of chips and it's not a program, 242 00:16:42,730 --> 00:16:45,890 four days is, like, impossible. This is months' worth of work. 243 00:16:47,900 --> 00:16:48,940 I did the entire design, 244 00:16:49,070 --> 00:16:51,690 and then Steve would breadboard my design for a little while. 245 00:16:52,700 --> 00:16:57,110 We were up four days and nights non-stop. Both got mononucleosis. 246 00:16:57,240 --> 00:17:00,160 And we got "Breakout" delivered to Atari, and they paid for it. 247 00:17:00,290 --> 00:17:01,950 (BEEPING) 248 00:17:02,080 --> 00:17:03,490 (BUZZES) 249 00:17:04,750 --> 00:17:07,790 BUSHNELL: Later on, Woz and I were out to dinner. 250 00:17:07,920 --> 00:17:10,290 He was talking about Breakout, 251 00:17:10,470 --> 00:17:13,680 and I said, "Well, you know, you guys got paid pretty well for it." 252 00:17:13,800 --> 00:17:16,420 He looked at me puzzled, and I said, 253 00:17:16,560 --> 00:17:19,720 "Yeah, I mean, you did such a good job." 254 00:17:19,850 --> 00:17:24,940 "I think there was at least a $5,000 bonus that you guys got." 255 00:17:25,060 --> 00:17:28,930 So, yeah, he was paid $7,000, and he told me that we were paid $700, 256 00:17:29,070 --> 00:17:31,060 and he wrote me a check for $350. 257 00:17:32,280 --> 00:17:34,360 You know, and that hurts because we were friends. 258 00:17:34,530 --> 00:17:36,690 And do you do that to a friend? 259 00:17:36,830 --> 00:17:39,910 If he'd said, "I need the money," I would have said, "Take it all." 260 00:17:40,040 --> 00:17:42,650 I was happy to be on the project. 261 00:17:42,790 --> 00:17:45,370 I think that Steve... 262 00:17:47,460 --> 00:17:50,500 was very driven 263 00:17:50,630 --> 00:17:57,420 and would very often take shortcuts to achieve his goals. 264 00:18:02,600 --> 00:18:06,560 # Then in time we'll tell who has fell 265 00:18:06,690 --> 00:18:09,680 # And who's been left behind 266 00:18:09,820 --> 00:18:13,060 # When you go your way And I go mine 267 00:18:16,070 --> 00:18:19,240 MAN: Apple was a sitcom. It was a 30-year sitcom. 268 00:18:19,370 --> 00:18:21,830 And Steve was the main character. 269 00:18:25,330 --> 00:18:28,540 This was written in December 1976. 270 00:18:28,670 --> 00:18:32,880 In fact it starts out saying, "Who's Apple," so that was very early. 271 00:18:35,430 --> 00:18:39,390 He and Woz came in. Steve had long hair down his back. 272 00:18:39,560 --> 00:18:44,520 He had a Ho Chi Minh beard, cutoffs, Birkenstocks. 273 00:18:44,640 --> 00:18:48,510 And Wozniak was maybe a little bit upscale from that, but not much. 274 00:18:48,650 --> 00:18:50,760 I used to like Intel's advertising, 275 00:18:50,900 --> 00:18:53,890 So I called them up one day, and I said, "Who does your advertising?" 276 00:18:54,030 --> 00:18:56,940 They said, "Well, Regis McKenna." "What's a Regis McKenna?" 277 00:18:57,070 --> 00:18:58,900 (LAUGHS) They said, "No, it's a person." 278 00:18:59,030 --> 00:19:02,820 MCKENNA: Wozniak had a technical article on the Apple II. 279 00:19:02,950 --> 00:19:05,910 He wanted us to try to get it placed into a magazine. 280 00:19:06,040 --> 00:19:10,410 Nobody could read it. It was all technical jargon and so forth. 281 00:19:10,590 --> 00:19:12,500 And so I told him I'd have to rewrite it, 282 00:19:12,630 --> 00:19:14,670 and he wasn't happy about that. 283 00:19:14,800 --> 00:19:16,920 He said, "No one's going to rewrite my stuff." 284 00:19:17,050 --> 00:19:19,010 I said, "Well, then there's nothing I can do for you", 285 00:19:19,140 --> 00:19:20,250 so you might as well leave." 286 00:19:20,430 --> 00:19:23,670 Steve called back, and he pretty much convinced me 287 00:19:23,810 --> 00:19:25,930 that he would be the person that we'd be dealing with 288 00:19:26,060 --> 00:19:29,020 and that Wozniak would be designing and building things, 289 00:19:29,150 --> 00:19:31,010 which is the way it happens in most businesses. 290 00:19:31,150 --> 00:19:32,860 The engineers are more back room 291 00:19:33,070 --> 00:19:36,810 and you work with either the entrepreneur or the marketing people. 292 00:19:38,240 --> 00:19:40,610 PRODUCER: Did you think early on that Steve could be the guy? 293 00:19:40,740 --> 00:19:44,410 Oh, definitely. You just had to spend a few minutes with him and you knew it. 294 00:19:44,580 --> 00:19:45,940 He had the ability 295 00:19:46,080 --> 00:19:49,990 to talk about the possibility of what this computer could be. 296 00:19:50,130 --> 00:19:53,960 And I think the key is not just talking about the product, 297 00:19:54,090 --> 00:19:59,170 but giving you an idea of what is possible using this product 298 00:19:59,300 --> 00:20:02,390 and what the next generation is going to be like. 299 00:20:02,510 --> 00:20:06,350 So he gives people this feeling of forward movement. 300 00:20:06,480 --> 00:20:09,260 - How many calculators do you own? - MAN: Two, maybe. 301 00:20:09,440 --> 00:20:12,100 Right, and do you use the automatic bank-telling machines? 302 00:20:12,230 --> 00:20:14,520 - Sure. - Life is already seducing you 303 00:20:14,780 --> 00:20:17,890 into learning this stuff. It's not going to happen at once, 304 00:20:18,030 --> 00:20:21,440 and it's certainly not a 1984-ish vision at all. 305 00:20:21,620 --> 00:20:24,320 It's just going to be very gradual and very human 306 00:20:24,450 --> 00:20:26,940 and will seduce you into learning how to use it. 307 00:20:29,120 --> 00:20:32,120 MCKENNA: Transitioning from a hobby to a personal computer, 308 00:20:32,250 --> 00:20:34,910 that whole idea was driven by Steve. 309 00:20:35,050 --> 00:20:37,250 He was trying to say we need to differentiate ourselves 310 00:20:37,380 --> 00:20:39,040 and really move out of this hobbyist realm. 311 00:20:39,170 --> 00:20:42,040 It ended up coming out of the room saying, 312 00:20:42,180 --> 00:20:44,970 "We're going to call ourselves the personal computer." 313 00:20:45,100 --> 00:20:46,710 MAN: Industry experts say 314 00:20:46,850 --> 00:20:49,970 we're no longer on the verge of the personal computer revolution. 315 00:20:50,140 --> 00:20:51,680 We're right in the midst of it, thank you. 316 00:20:51,810 --> 00:20:53,020 And it's gathering steam 317 00:20:53,150 --> 00:20:56,390 with more and more people jumping aboard every day. 318 00:20:56,530 --> 00:21:00,190 I use my computer right now for mostly word processing. 319 00:21:00,320 --> 00:21:04,030 I use it for solar evaluation programs. 320 00:21:04,160 --> 00:21:06,280 We put our entire accounting system on it. 321 00:21:06,410 --> 00:21:08,200 The wife can use it to store recipes. 322 00:21:08,330 --> 00:21:09,740 To balance my checkbook for me. 323 00:21:09,910 --> 00:21:11,530 We do the computer club's bulletin. 324 00:21:11,710 --> 00:21:13,290 - Playing games. - Shopping by mail. 325 00:21:13,420 --> 00:21:15,700 - Budgeting. - Bowling-league type scores. 326 00:21:15,840 --> 00:21:18,290 - Electronic mail. - A guy can be creative on it. 327 00:21:18,420 --> 00:21:20,660 I mean, he can use it for whatever he can dream up. 328 00:21:20,800 --> 00:21:22,760 This is a 21st-century bicycle 329 00:21:22,890 --> 00:21:26,750 that amplifies a certain intellectual ability that man has. 330 00:21:26,890 --> 00:21:29,720 The effects that it's going to have on society 331 00:21:29,850 --> 00:21:31,430 are actually going to far outstrip 332 00:21:31,560 --> 00:21:34,180 even those that the petrochemical revolution has had. 333 00:21:34,310 --> 00:21:35,310 Time magazine, I think, 334 00:21:35,440 --> 00:21:39,810 said single-handedly he created the industry because he was relentless. 335 00:21:41,280 --> 00:21:44,740 MAN: The powers that be of "Time" magazine 336 00:21:44,870 --> 00:21:50,330 decided that they would make the Man of the Year that particular year 337 00:21:50,450 --> 00:21:52,700 the Computer of the Year. 338 00:21:52,830 --> 00:21:56,200 I was transferred to the bureau in San Francisco. 339 00:21:56,340 --> 00:21:59,500 And gradually I began to cotton on to the fact 340 00:21:59,630 --> 00:22:04,170 that there were a lot of stories in this part of California 341 00:22:04,300 --> 00:22:08,340 between San Jose and San Francisco 342 00:22:08,470 --> 00:22:10,090 about these odd, little companies 343 00:22:10,220 --> 00:22:13,220 that people on the East Coast at that point 344 00:22:13,350 --> 00:22:16,810 hadn't heard about and really didn't care about. 345 00:22:16,940 --> 00:22:19,020 And then I got very interested in Apple 346 00:22:19,150 --> 00:22:23,860 and Steve was, of the early characters in the company, 347 00:22:24,070 --> 00:22:29,110 the most articulate and the most interesting and the oddest. 348 00:22:29,240 --> 00:22:33,160 REPORTER: Steven Jobs helped build the first Apple computer in his garage. 349 00:22:33,290 --> 00:22:36,330 He is now 26 years old and is chairman of the board. 350 00:22:37,460 --> 00:22:38,870 MCKENNA: There was some debate 351 00:22:39,000 --> 00:22:41,120 over whether or not they should use the name "Apple." 352 00:22:41,260 --> 00:22:44,090 You know, the whole model of the computer industry 353 00:22:44,220 --> 00:22:45,880 and the computer business was IBM. 354 00:22:46,010 --> 00:22:50,800 MAN: Another business service of tomorrow made possible today by IBM. 355 00:22:50,930 --> 00:22:53,550 IBM was an anonymous organization. 356 00:22:53,680 --> 00:22:56,850 No one knew who the president was. They probably had no idea. 357 00:22:56,980 --> 00:23:02,150 The IBM logo looked like it was carved out of Roman marble, you know? 358 00:23:02,280 --> 00:23:04,980 It was just this monolithic kind of thing. 359 00:23:05,110 --> 00:23:07,980 And we took just the opposite, which was, 360 00:23:08,120 --> 00:23:11,400 "Let's make Steve very high profile. Let's tell our story." 361 00:23:11,540 --> 00:23:14,370 REPORTER: Working in this garage, Jobs and a high-school classmate 362 00:23:14,500 --> 00:23:16,830 quit their positions at large electronic companies, 363 00:23:16,960 --> 00:23:21,580 and using tiny silicon chips, built this small computer board. 364 00:23:26,930 --> 00:23:31,550 MCKENNA: Funny, the garage story was less of a feature in those early days. 365 00:23:31,720 --> 00:23:34,260 It later on became more of a look back 366 00:23:34,390 --> 00:23:39,180 when people started doing stories on the background, and so forth. 367 00:23:39,310 --> 00:23:45,310 You know, I told Steve this, and most of my clients in fact, 368 00:23:45,440 --> 00:23:49,310 there's a song in Fiddler on the Roof that Tevye sings. 369 00:23:49,450 --> 00:23:53,820 He says, "If I were a rich man." And he said, "I'd sit in the temple, 370 00:23:53,950 --> 00:23:57,040 and I'd lecture to the wise men all day long, 371 00:23:57,160 --> 00:23:59,120 "and it wouldn't matter if you're right or wrong." 372 00:23:59,250 --> 00:24:00,910 "When you're rich, they think you know." 373 00:24:01,040 --> 00:24:02,660 So, in a technology business, 374 00:24:02,840 --> 00:24:06,670 you have to show that you are successful in order to have a platform. 375 00:24:06,840 --> 00:24:09,380 REPORTER: It led to a quarter-billion-dollar business 376 00:24:09,510 --> 00:24:13,470 and the most popular typewriter-sized computer on the market today. 377 00:24:13,600 --> 00:24:16,390 MAN: Steve Jobs, I realize this is your baby, 378 00:24:16,560 --> 00:24:18,090 and you've made a career out of it, 379 00:24:18,230 --> 00:24:20,690 but you're also something of a philosopher. 380 00:24:20,850 --> 00:24:24,940 Do you see the inherent possibility of bad coming out of all of this? 381 00:24:25,070 --> 00:24:27,400 Well, I think one of the things you really have to look at 382 00:24:27,530 --> 00:24:30,240 is you have to go watch some kids using these things. 383 00:24:30,360 --> 00:24:33,530 And what you find is far from something quite harmful. 384 00:24:33,660 --> 00:24:35,150 In effect, what you see 385 00:24:35,330 --> 00:24:39,120 is an instantaneous reflection of a part of themselves, 386 00:24:39,250 --> 00:24:41,710 the creative part of themselves being expressed. 387 00:24:49,680 --> 00:24:52,130 WOMAN: He was going for a computer 388 00:24:52,260 --> 00:24:56,380 that really felt like an extension of the self. 389 00:24:56,520 --> 00:25:00,430 That's what people wanted, and I think he sensed that. He knew that. 390 00:25:01,560 --> 00:25:05,980 My first book on the computer culture was called "The Second Self." 391 00:25:06,110 --> 00:25:08,070 The key quote that gave me the title was, 392 00:25:08,190 --> 00:25:10,780 "When you think of a computer," 393 00:25:10,950 --> 00:25:14,990 you put a little piece of your mind into the computer's mind, 394 00:25:15,120 --> 00:25:17,400 "and you come to think of yourself differently." 395 00:25:17,540 --> 00:25:23,160 Our whole company, our whole philosophical base, 396 00:25:23,330 --> 00:25:27,420 is founded on one principle. And that one principle 397 00:25:27,550 --> 00:25:32,420 is that there's something very special and very historically different 398 00:25:32,550 --> 00:25:37,010 that takes place when you have one computer and one person. 399 00:25:38,520 --> 00:25:40,850 PRODUCER: Did you have an opportunity to meet Jobs? 400 00:25:41,060 --> 00:25:43,300 TURKLE: Yes, I met him on several occasions. 401 00:25:43,440 --> 00:25:45,430 PRODUCER: And did you sense from talking to him 402 00:25:45,560 --> 00:25:47,650 that he really did understand what he was doing? 403 00:25:47,770 --> 00:25:49,940 I think he understood what he was doing. 404 00:25:51,150 --> 00:25:54,440 He knew he had created something intimate 405 00:25:54,660 --> 00:25:57,650 and that could be sold as something intimate. 406 00:25:57,780 --> 00:26:00,370 And it would be you. I mean, it would be for you. 407 00:26:00,500 --> 00:26:04,610 It wasn't just for you. It was you. 408 00:26:10,630 --> 00:26:12,870 PRODUCER: Can you just show me the front of it? 409 00:26:13,050 --> 00:26:15,840 That's the part that most people would recognize. 410 00:26:15,970 --> 00:26:19,710 This is a piece that everybody remembers from the ads, 411 00:26:19,850 --> 00:26:23,470 from the Time magazine cover with Steve holding it in his lap. 412 00:26:26,310 --> 00:26:29,560 And this is the famous beige that we're never going to have any more of. 413 00:26:29,690 --> 00:26:31,350 He hated this even at this time, 414 00:26:31,490 --> 00:26:34,850 but we were kind of stuck with it by the time we got there. 415 00:26:37,780 --> 00:26:40,320 It was a fun little machine. 416 00:26:44,750 --> 00:26:48,330 He called me just out of the blue. I was working at Xerox. 417 00:26:49,500 --> 00:26:52,460 And I picked up the phone, and it was Steve Jobs. 418 00:26:52,590 --> 00:26:56,080 And he said, "I hear you're a good guy", 419 00:26:56,220 --> 00:26:59,630 but everything you've done so far is crap. Come work for me." 420 00:27:01,010 --> 00:27:05,260 I told my wife at the time. I said, "Well, what could happen?" 421 00:27:05,390 --> 00:27:07,060 "How bad could this be?" 422 00:27:07,190 --> 00:27:09,140 (LAUGHS) 423 00:27:09,270 --> 00:27:11,520 I didn't realize how bad it could be. 424 00:27:15,240 --> 00:27:17,400 First trip Steve ever made to Japan 425 00:27:17,530 --> 00:27:20,570 was to see what we could do about getting a disc drive for the machine. 426 00:27:20,700 --> 00:27:25,660 And we saw the Sony disc facility in Atsugi, Japan. 427 00:27:25,790 --> 00:27:30,960 He had a lot of affection for Sony because the Walkman was a machine 428 00:27:31,130 --> 00:27:33,170 that he just thought was the bee's knees. 429 00:27:33,300 --> 00:27:36,210 # You really feel the music with a Sony Walkman 430 00:27:36,340 --> 00:27:39,710 MAN: The Sony Walkman is a tiny stereo cassette player 431 00:27:39,890 --> 00:27:42,300 with truly incredible sound. 432 00:27:42,430 --> 00:27:44,890 # You really feel the music You really feel it 433 00:27:45,100 --> 00:27:47,510 I think it was the first product in human history 434 00:27:47,640 --> 00:27:50,890 that went over a billion units. That he liked. 435 00:27:51,940 --> 00:27:54,480 One of things that Steve thought was important, 436 00:27:54,610 --> 00:27:56,270 and Jerry Manock facilitated it, 437 00:27:56,400 --> 00:27:58,820 was this is where all the signatures are. 438 00:27:58,950 --> 00:28:02,440 And they're all the people, the original group, 439 00:28:02,580 --> 00:28:09,120 that actually signed the machine. There's Steve Jobs right in the middle. 440 00:28:10,250 --> 00:28:12,080 My name is over here. 441 00:28:12,250 --> 00:28:13,740 MAN: Why did you do that? 442 00:28:13,880 --> 00:28:17,710 Because the people that worked on it consider themselves, 443 00:28:17,840 --> 00:28:20,300 and I certainly consider them, artists. 444 00:28:20,430 --> 00:28:22,790 These are the people that under different circumstances 445 00:28:22,930 --> 00:28:27,140 would be painters and poets, but, because of the time that we live in, 446 00:28:27,270 --> 00:28:29,380 this new medium has appeared 447 00:28:29,520 --> 00:28:32,680 in which to express oneself to one's fellow species. 448 00:28:32,810 --> 00:28:36,180 And that's a medium of computing. 449 00:28:41,740 --> 00:28:45,360 BELLEVILLE: We would sit in the temples in Kyoto, 450 00:28:45,490 --> 00:28:49,860 just taking off our shoes at the door and sitting. 451 00:28:50,000 --> 00:28:51,460 (BIRDS CHIRPING) 452 00:29:03,800 --> 00:29:07,470 PRODUCER: Did he take from that any kind of aesthetic vision, do you think? 453 00:29:07,600 --> 00:29:11,720 BELLEVILLE: I think certainly. A simplicity. 454 00:29:13,230 --> 00:29:16,190 Just feeling that inner calm 455 00:29:16,320 --> 00:29:20,440 that's so available at some places in Japan. 456 00:29:22,530 --> 00:29:26,070 He was a very much a person who was comfortable in silence. 457 00:29:36,210 --> 00:29:40,920 Steve ruled by a kind of a chaos. And it's easy to make chaos, 458 00:29:41,050 --> 00:29:44,960 and if you're comfortable with it, you can use it as a tool. 459 00:29:45,100 --> 00:29:48,260 And he used a vast number of really irritating tools 460 00:29:48,390 --> 00:29:52,760 to get other people involved in his schemes. 461 00:29:52,890 --> 00:29:59,890 He's seducing you, he's vilifying you and he's ignoring you. 462 00:30:00,030 --> 00:30:01,730 You're in one of those three states. 463 00:30:01,860 --> 00:30:03,950 (LAUGHTER) 464 00:30:04,070 --> 00:30:08,110 JOBS: When you get a core group of, you know, ten great people, 465 00:30:08,290 --> 00:30:12,750 it becomes self-policing as to who they let into that group. 466 00:30:12,870 --> 00:30:18,290 So, I consider the most important job of someone like myself is recruiting. 467 00:30:18,500 --> 00:30:22,000 MAN: Steve Jobs brought us all together in a place that had no rules. 468 00:30:22,130 --> 00:30:26,590 He's a maniac. He's a maniacal genius. His job is to stir up everything. 469 00:30:26,720 --> 00:30:30,050 JOBS: Most places in life are continuously telling you 470 00:30:30,220 --> 00:30:32,430 that your dreams aren't possible or practical. 471 00:30:32,560 --> 00:30:34,600 You don't want to hear that when you're under 30. 472 00:30:34,730 --> 00:30:36,390 What you want to do is race after them. 473 00:30:36,520 --> 00:30:38,010 You ask yourself, why are you doing it? 474 00:30:38,230 --> 00:30:40,020 I'm certainly not doing it for Steve Jobs. 475 00:30:40,150 --> 00:30:42,730 I'm doing it for what I think is a much greater good than that. 476 00:30:42,860 --> 00:30:46,100 Everybody just wanted to work, not because it was work that had to be done, 477 00:30:46,280 --> 00:30:48,650 but it was because it was something that we really believed in. 478 00:30:48,780 --> 00:30:54,280 Here is how we see personal computers. Here is how we want the world to be. 479 00:30:54,410 --> 00:30:56,910 And here's how we're going to change it. 480 00:30:57,040 --> 00:30:58,620 We have a vision of what we want it to be. 481 00:30:58,750 --> 00:31:01,120 We want to convert people. We want to make converts. 482 00:31:01,300 --> 00:31:04,290 BELLEVILLE: I felt my job at Macintosh 483 00:31:04,420 --> 00:31:07,880 was to make the division work smoothly enough 484 00:31:08,010 --> 00:31:11,850 that we could actually get this thing from really a mess of kids 485 00:31:11,970 --> 00:31:14,680 playing around with a bunch of hardware and software 486 00:31:14,810 --> 00:31:17,470 into something that would be a commercial product. 487 00:31:17,600 --> 00:31:20,270 And that's what I did. I got that machine finished. 488 00:31:29,160 --> 00:31:32,650 JOBS: It is now 1984. 489 00:31:32,790 --> 00:31:35,620 IBM became the apparent visible threat. 490 00:31:35,750 --> 00:31:38,710 IBM wants it all, and is aiming its guns 491 00:31:38,830 --> 00:31:43,170 on its last obstacle to industry control. Apple. 492 00:31:43,300 --> 00:31:46,630 Will Big Blue dominate the entire computer industry? 493 00:31:46,760 --> 00:31:50,590 The entire information age? Was George Orwell right? 494 00:31:51,760 --> 00:31:55,600 MAN: Today, we celebrate the first glorious anniversary 495 00:31:55,730 --> 00:31:58,590 over the information purification directives. 496 00:31:58,730 --> 00:32:01,690 MCKENNA: That ad was again a juxtaposition with IBM. 497 00:32:01,820 --> 00:32:03,770 - MAN: That's what it was about. - MCKENNA: Yeah. 498 00:32:03,900 --> 00:32:06,360 PRODUCER: The people in the audience were mindless IBM users. 499 00:32:06,490 --> 00:32:08,350 MCKENNA: Yes. You know, for Steve it was great 500 00:32:08,490 --> 00:32:12,730 because he had this bad guy/good guy, and he loved playing that role. 501 00:32:12,870 --> 00:32:16,780 - (GRUNTS) - MAN: We shall prevail! 502 00:32:37,390 --> 00:32:39,010 NARRATOR: Looking back, behind the scenes, 503 00:32:39,230 --> 00:32:42,640 it's easy to see the irony in the ad. 504 00:32:42,770 --> 00:32:44,680 Today, Apple is Goliath. 505 00:32:44,820 --> 00:32:46,270 Rolling. Rolling. 506 00:32:46,480 --> 00:32:48,350 But even in 1984, 507 00:32:48,530 --> 00:32:51,270 when Apple cast itself as the counterculture company, 508 00:32:51,450 --> 00:32:54,910 working at Apple was a lot tougher than IBM. 509 00:32:57,000 --> 00:32:59,160 JOBS: I think if you talk to a lot of people on the Mac team, 510 00:32:59,290 --> 00:33:05,290 they will tell you it was the hardest they've ever worked in their life. 511 00:33:05,460 --> 00:33:07,170 Some of them will tell you it was, you know, 512 00:33:07,420 --> 00:33:09,130 the happiest they've ever been in their life, 513 00:33:09,260 --> 00:33:11,170 but I think all of them will tell you 514 00:33:11,300 --> 00:33:14,640 that it is certainly one of the most intense and cherished experiences 515 00:33:14,760 --> 00:33:16,130 they will ever have in their life. 516 00:33:16,260 --> 00:33:19,100 - MAN: Mm-hmm. Yeah, they did. - So... 517 00:33:21,900 --> 00:33:23,890 You know... 518 00:33:25,570 --> 00:33:30,110 Some of those things are not sustainable for some people. 519 00:33:35,910 --> 00:33:38,490 BELLEVILLE: I ended up changing my entire life. 520 00:33:38,700 --> 00:33:40,910 I lost my wife in that process. 521 00:33:41,040 --> 00:33:44,700 I lost my children in that process. I lost... 522 00:33:44,880 --> 00:33:48,590 The whole structure of my life was just changed forever 523 00:33:48,710 --> 00:33:52,710 by going and working on the Mac. 524 00:33:52,840 --> 00:33:54,930 PRODUCER: Because the work became so intense? 525 00:33:55,050 --> 00:33:56,510 The work was intense. 526 00:33:56,640 --> 00:33:58,680 The commitment needed to do it was intense. 527 00:33:58,810 --> 00:34:01,800 I would go into work on a Tuesday morning 528 00:34:01,940 --> 00:34:03,800 and half the people would hate me, 529 00:34:03,940 --> 00:34:05,550 and I'd come back on Wednesday morning, 530 00:34:05,730 --> 00:34:08,310 and half the people would hate me, but it was the other half. 531 00:34:08,480 --> 00:34:10,900 There were an awful lot of prima donnas in that outfit, 532 00:34:11,030 --> 00:34:13,740 so I was always in conflict. 533 00:34:16,950 --> 00:34:20,660 PRODUCER: Here's the piece you wrote. You want to read it? 534 00:34:22,000 --> 00:34:26,540 "Steve's passing did come as a bit of a shock for me." 535 00:34:26,670 --> 00:34:31,540 "For a bit more than three years, 1982 to 1985, 536 00:34:31,670 --> 00:34:34,380 we were together a lot of the time." 537 00:34:34,550 --> 00:34:38,640 "We made a dozen trips to Japan together. We were close." 538 00:34:38,760 --> 00:34:41,800 "After that, I only saw him a few times." 539 00:34:41,930 --> 00:34:44,300 "I haven't seen him in many years." 540 00:34:44,480 --> 00:34:48,810 "He was an extraordinary person in many ways and quite normal in others." 541 00:34:48,940 --> 00:34:52,400 "The outpouring of feelings from people all over the world 542 00:34:52,610 --> 00:34:57,280 was a bit of a surprise to me at first, and then it seemed natural." 543 00:34:57,410 --> 00:35:00,200 "He was for them a combination of James Dean, 544 00:35:00,330 --> 00:35:04,200 Princess Diana and John Lennon and maybe Santa Claus." 545 00:35:04,330 --> 00:35:07,990 "What is in that bag of goodies?" 546 00:35:08,920 --> 00:35:12,790 "The iPod, the iPhone and the iPad are so personal." 547 00:35:12,920 --> 00:35:17,920 "They are warm in your hand. They sing to you when you're alone." 548 00:35:18,050 --> 00:35:19,510 "They are caressed." 549 00:35:19,640 --> 00:35:21,880 (EXHALES DEEPLY) 550 00:35:22,020 --> 00:35:23,300 "In those three years together, 551 00:35:23,430 --> 00:35:26,390 I packed in a decade or two of experience." 552 00:35:26,560 --> 00:35:31,930 "Steve packed in a couple of centuries in his 56 years." 553 00:35:32,070 --> 00:35:36,610 "He did everything he wanted, and all on his own terms." 554 00:35:36,740 --> 00:35:39,610 "It was a life well and fully lived, 555 00:35:39,740 --> 00:35:43,200 even if it was a bit expensive for those of us who were close." 556 00:35:43,330 --> 00:35:44,910 (SIGHS) 557 00:35:47,750 --> 00:35:50,210 You do have friends, you know? 558 00:35:50,340 --> 00:35:53,450 (LAUGHS) Even if they're bizarre people. 559 00:35:55,760 --> 00:35:58,630 PRODUCER: Yes. He is. He's one of those mythic characters. 560 00:35:58,760 --> 00:36:05,800 Yeah, and they're not that much fun on the ground most of the time, 561 00:36:05,930 --> 00:36:09,470 but there are those moments when suddenly... 562 00:36:11,230 --> 00:36:13,850 They're the only person who could've ever done it. 563 00:36:14,070 --> 00:36:15,430 PRODUCER: Right. 564 00:36:15,610 --> 00:36:19,230 - Yeah, and they change us. - Right. 565 00:36:32,590 --> 00:36:35,920 JOBS: Without death, there would be very little progress. 566 00:36:36,050 --> 00:36:39,460 I'm sure that life evolved without death at first 567 00:36:39,630 --> 00:36:44,970 and found that without death, life didn't work very well. 568 00:36:45,100 --> 00:36:48,470 Because it didn't make room for the young 569 00:36:48,640 --> 00:36:53,060 who didn't know how the world was, you know, 50 years ago, 570 00:36:53,190 --> 00:36:56,900 but who saw it as it is today without any preconceptions 571 00:36:57,030 --> 00:36:59,390 and dreamed how it could be based on that. 572 00:37:04,240 --> 00:37:07,330 JOBS: The minute that you understand that you can poke life, 573 00:37:07,450 --> 00:37:09,290 you can change it, you can mold it, 574 00:37:09,410 --> 00:37:12,030 you'll want to change life and make it better 575 00:37:12,170 --> 00:37:14,160 cos it's kind of messed up in a lot of ways. 576 00:37:15,300 --> 00:37:18,380 Once you learn that, you'll never be the same again. 577 00:37:23,930 --> 00:37:25,140 MAN: Just be here. 578 00:37:26,140 --> 00:37:31,100 Don't judge, don't try, don't stop, don't start. Just be here. 579 00:37:31,230 --> 00:37:32,840 It's all just enough. 580 00:37:36,770 --> 00:37:39,140 It's enough to know that I love you. 581 00:37:42,820 --> 00:37:47,440 MAN: Steve and I met two weeks into our freshman year at Reed College. 582 00:37:47,580 --> 00:37:51,790 We had both happened to buy "Be Here Now." 583 00:37:51,960 --> 00:37:55,870 And it was such an unusual book. I just wanted... 584 00:37:56,000 --> 00:37:59,120 I was carrying it around and wanted somebody to talk to about it, 585 00:37:59,260 --> 00:38:02,500 and Steve was the one person who also had read it. 586 00:38:09,970 --> 00:38:11,430 KOTTKE: When we went to India, 587 00:38:11,560 --> 00:38:16,050 we were looking for remarkable experiences. 588 00:38:16,190 --> 00:38:19,730 We didn't have a guru. We didn't have a particular school. 589 00:38:19,860 --> 00:38:22,980 And so we traveled around for four months. 590 00:38:23,110 --> 00:38:30,080 Had some interesting experiences. No major enlightenment experiences. 591 00:38:30,200 --> 00:38:32,570 Steve's quote later was, 592 00:38:32,750 --> 00:38:35,240 "We had figured out that we weren't going to meet somebody 593 00:38:35,380 --> 00:38:37,580 who was going to make us enlightened." 594 00:38:40,340 --> 00:38:42,550 If you think about Hindu spirituality, 595 00:38:42,720 --> 00:38:46,580 you think of Mother Teresa feeding the poor. 596 00:38:46,760 --> 00:38:50,100 That's not really the path that Steve took. 597 00:38:50,220 --> 00:38:52,890 Those weren't Steve's values. 598 00:38:53,020 --> 00:38:54,600 (BELL RINGS) 599 00:38:55,850 --> 00:38:57,970 KOTTKE: It was the next year, after India, 600 00:38:58,110 --> 00:39:02,150 when he connected with the Zen Center in Los Altos. 601 00:39:02,280 --> 00:39:08,740 Zen is about clarity, simplicity, cleanliness. 602 00:39:09,620 --> 00:39:15,410 Ending the duality of your ego and simplifying your life. 603 00:39:15,540 --> 00:39:18,620 And that really appealed to Steve. 604 00:39:18,790 --> 00:39:23,460 It's based on taking off and creating something for yourself. 605 00:39:23,590 --> 00:39:27,580 You know, giving life to your own life in whatever way you wish to do it. 606 00:39:29,050 --> 00:39:31,140 KOTTKE: At the time he was starting Apple, 607 00:39:31,260 --> 00:39:35,050 Steve was very actively looking for a mentor. 608 00:39:39,560 --> 00:39:43,350 NARRATOR: Kobun Chino would become Jobs's spiritual advisor. 609 00:39:43,530 --> 00:39:47,860 Kobun encouraged Jobs not to retreat into a monastery, 610 00:39:47,990 --> 00:39:51,700 but instead to find Zen in his life and work. 611 00:39:51,910 --> 00:39:54,990 But they would argue over the path to enlightenment. 612 00:40:08,260 --> 00:40:15,050 Steve always says, "Make me monk. Please make me monk." 613 00:40:15,180 --> 00:40:18,470 I say, "Not until proof." 614 00:40:20,230 --> 00:40:26,190 When I was living in California, 23 years ago... 615 00:40:26,320 --> 00:40:28,110 Midnight... 616 00:40:28,240 --> 00:40:33,030 I answered the doorbell and there he is. 617 00:40:33,160 --> 00:40:36,200 18 years old, he was. 618 00:40:36,330 --> 00:40:39,570 And he wanted to see me. 619 00:40:40,630 --> 00:40:44,210 And I looked into his eyes, and... 620 00:40:44,340 --> 00:40:48,210 They looked terrible, but he is not crazy. 621 00:40:48,340 --> 00:40:51,550 I must talk with him. 622 00:40:51,680 --> 00:40:57,170 I took him for a walk through the downtown of Los Altos. 623 00:40:58,230 --> 00:41:00,340 All stores closed. 624 00:41:00,480 --> 00:41:06,440 One bar called The Teacup was open. 625 00:41:07,860 --> 00:41:10,980 We sat down at the counter. 626 00:41:12,620 --> 00:41:17,860 I had Irish coffee and he had juice. 627 00:41:19,120 --> 00:41:23,210 After sipping, he started to talk. 628 00:41:24,380 --> 00:41:29,590 He said, "I feel I'm enlightened." 629 00:41:29,720 --> 00:41:32,500 "I don't know what to do with this." 630 00:41:35,810 --> 00:41:41,270 That's wonderful. That is very wonderful. 631 00:41:43,270 --> 00:41:45,930 I need proof of it. 632 00:41:50,190 --> 00:41:53,730 A week later he came back 633 00:41:54,030 --> 00:41:59,240 with a little metal sheet in his hand. 634 00:42:00,410 --> 00:42:04,080 Many things were going, wires going around... 635 00:42:04,210 --> 00:42:06,830 I didn't know what it was. 636 00:42:07,460 --> 00:42:12,420 It was a chip of a personal computer. 637 00:42:14,180 --> 00:42:20,270 He said, "I designed it. My friend Woz helped me." 638 00:42:21,430 --> 00:42:26,650 "This is called Lisa." 639 00:42:26,770 --> 00:42:28,730 "I named it Lisa." 640 00:42:29,780 --> 00:42:34,990 Which is the name of his daughter. 641 00:42:36,410 --> 00:42:40,570 That was the origin of Apple Computer. 642 00:42:42,500 --> 00:42:49,460 And I'm still not quite sure that was a true proof or not. 643 00:42:49,590 --> 00:42:54,800 He's brilliant, but too smart, I think. 644 00:42:59,510 --> 00:43:04,050 PRODUCER: When you broke the Lisa story, why was that important? 645 00:43:04,190 --> 00:43:07,600 There was a computer called "Lisa." 646 00:43:07,730 --> 00:43:12,850 And everybody wondered who the computer was named after. 647 00:43:14,700 --> 00:43:18,110 I didn't choose to name the computer "Lisa." 648 00:43:19,120 --> 00:43:22,580 I was obviously curious about why it was named "Lisa". 649 00:43:24,160 --> 00:43:27,000 Fair or unfair, I think that was, 650 00:43:27,120 --> 00:43:30,490 to me, that was a germane part of the story. 651 00:43:39,050 --> 00:43:43,390 # With your mercury mouth 652 00:43:43,520 --> 00:43:47,730 # In the missionary times 653 00:43:47,850 --> 00:43:51,310 # And your eyes like smoke 654 00:43:51,440 --> 00:43:54,100 WOMAN: I was 17, sitting in the quad. 655 00:43:54,240 --> 00:43:57,950 Early spring, warm and cold at the same time. 656 00:43:58,110 --> 00:44:03,780 And I look over, and there's this guy I have never seen. 657 00:44:03,910 --> 00:44:09,830 I've been there for three years. I can't believe how gorgeous he is. 658 00:44:09,960 --> 00:44:16,300 And he starts to walk out of the quad, and I followed him 659 00:44:16,420 --> 00:44:19,840 cos I thought, "I've got to introduce myself to him." 660 00:44:20,970 --> 00:44:25,140 And I'm going, "What do I say?" I had no idea what to say. 661 00:44:25,270 --> 00:44:28,480 A few months later, I was working on a film. 662 00:44:28,600 --> 00:44:34,100 We worked all night long, and he walks up out of the dark. 663 00:44:34,230 --> 00:44:38,770 He was confident and awkward. He was a study in contrasts. 664 00:44:38,900 --> 00:44:44,950 And he had jeans on that drooped because they had so many holes in them. 665 00:44:45,120 --> 00:44:48,410 And he was very intentional, very intense. 666 00:44:48,540 --> 00:44:54,130 And then he handed me a poem by Bob Dylan. 667 00:44:54,300 --> 00:44:56,580 "Sad-Eyed Lady of the Lowlands." 668 00:44:59,220 --> 00:45:02,930 He would re-write Dylan's songs to fit his life. 669 00:45:05,220 --> 00:45:09,640 And then he... he just scanned the quad 670 00:45:09,770 --> 00:45:13,640 and the darkness that went over his face... 671 00:45:14,900 --> 00:45:21,820 The edge, the worry, the dissonance, was shocking to me. 672 00:45:21,950 --> 00:45:25,690 And I was young enough where I thought, "Did I say something wrong?" 673 00:45:25,830 --> 00:45:28,490 But later I realized that wasn't what it was. 674 00:45:28,620 --> 00:45:30,610 That was part of who he was. 675 00:45:30,750 --> 00:45:33,410 And I mean, that was one of the things that I was attracted to, 676 00:45:33,540 --> 00:45:36,410 is that he had a lot going on inside him. 677 00:45:39,880 --> 00:45:43,970 Steve was a romantic, and he really loved Chrisann. 678 00:45:44,140 --> 00:45:47,470 I think she was a seductive force in his life, 679 00:45:47,600 --> 00:45:54,140 and there was a part of Steve that didn't want to push that away. 680 00:45:54,270 --> 00:45:56,560 But the main thing in Steve's life, number one, 681 00:45:56,690 --> 00:46:00,230 was getting Apple off the ground. 682 00:46:00,360 --> 00:46:03,820 And he just really could not focus on anything else. 683 00:46:05,370 --> 00:46:08,400 I came out in June of '77, 684 00:46:08,540 --> 00:46:13,660 and the three of us went and rented a house in Cupertino. 685 00:46:15,420 --> 00:46:19,540 BRENNAN: Apple is beginning. Steve and I are falling in love again. 686 00:46:19,670 --> 00:46:22,290 But we're going back and forth big time now. 687 00:46:22,430 --> 00:46:26,760 It's just like I'm insecure because he's so unkind, 688 00:46:26,890 --> 00:46:30,300 and then we connect. 689 00:46:32,690 --> 00:46:36,180 But I don't know how to handle how fast Steve's mind is 690 00:46:36,310 --> 00:46:39,430 and how fast he throws negative stuff at me. 691 00:46:39,610 --> 00:46:45,070 And by the time I figure out, "I've got to get out of here..." 692 00:46:46,370 --> 00:46:48,570 Um... 693 00:46:48,700 --> 00:46:51,610 "This is not working." 694 00:46:51,750 --> 00:46:57,710 Um... "I don't want to be in their club, Daniel's or just even with Steve." 695 00:46:57,840 --> 00:47:03,460 "It's just not working." That's when I got pregnant. 696 00:47:05,010 --> 00:47:08,000 PRODUCER: What happened when you told Steve that you were pregnant? 697 00:47:09,510 --> 00:47:10,920 Um... 698 00:47:11,060 --> 00:47:13,720 I told Steve in the dining room. 699 00:47:13,980 --> 00:47:19,060 Steve's jaw clenched. 700 00:47:19,320 --> 00:47:23,060 And searing anger... 701 00:47:23,240 --> 00:47:26,270 And he runs out the door, kind of like a teenager, 702 00:47:26,410 --> 00:47:27,940 slams the door. 703 00:47:39,170 --> 00:47:41,410 KOTTKE: She got pregnant. 704 00:47:41,550 --> 00:47:46,630 And Steve just was, "Not... not... not me." 705 00:47:46,760 --> 00:47:49,300 "It's not me. It's not me," right? 706 00:47:49,470 --> 00:47:54,090 Even though that was not a reasonable thing to say. 707 00:47:56,100 --> 00:47:59,590 BRENNAN: After Lisa was born, Steve came up three days later. 708 00:47:59,730 --> 00:48:02,440 And we're sitting in a field, and he... 709 00:48:02,570 --> 00:48:05,560 We're like, trying to negotiate... 710 00:48:07,610 --> 00:48:10,950 what name we both feel good about for her. 711 00:48:11,080 --> 00:48:13,740 He knows he's the father. 712 00:48:15,330 --> 00:48:20,070 He comes with the idea of wanting to call her Claire, 713 00:48:20,210 --> 00:48:23,920 and I don't want Claire because it's too much like Clara, 714 00:48:24,050 --> 00:48:25,710 his mother's name. 715 00:48:25,840 --> 00:48:27,460 So, we're looking through the book, 716 00:48:27,590 --> 00:48:29,750 and we're thinking and going back and forth, 717 00:48:29,890 --> 00:48:32,470 trying different names, and finally I go, "Lisa!" 718 00:48:33,760 --> 00:48:38,100 He said, "Yeah!" We both loved that name. 719 00:48:38,230 --> 00:48:44,900 But later I realized he wanted to name a line of computers 720 00:48:45,030 --> 00:48:47,190 or the next computer the "Claire." 721 00:48:47,360 --> 00:48:50,700 I only knew this later. 722 00:48:50,820 --> 00:48:56,040 He went back to Apple and changed it to the "Lisa." 723 00:49:01,960 --> 00:49:05,000 MORITZ: It says a lot about somebody 724 00:49:05,130 --> 00:49:12,090 that they would have the wit, the imagination, the audacity, 725 00:49:12,220 --> 00:49:17,140 to name a computer in the fashion that Steve named this 726 00:49:17,270 --> 00:49:23,140 and believe that you're going to be able to get away with it. 727 00:49:25,650 --> 00:49:29,640 That is the sort of very telling anecdote 728 00:49:29,780 --> 00:49:33,610 that helps illuminate somebody's personality. 729 00:49:41,670 --> 00:49:45,630 JOBS: My biological mother was a young, unwed graduate student, 730 00:49:45,750 --> 00:49:48,620 and she decided to put me up for adoption. 731 00:49:48,760 --> 00:49:50,460 So, everything was all set 732 00:49:50,590 --> 00:49:54,080 for me to be adopted at birth by a lawyer and his wife. 733 00:49:54,220 --> 00:49:56,210 Except that when I popped out, 734 00:49:56,390 --> 00:50:00,220 they decided at the last minute that they really wanted a girl. 735 00:50:00,390 --> 00:50:02,810 So, my parents, who were on a waiting list, 736 00:50:02,980 --> 00:50:05,890 got a call in the middle of the night, asking, 737 00:50:06,110 --> 00:50:09,980 "We've got an unexpected baby boy. Do you want him?" 738 00:50:10,110 --> 00:50:12,440 They said, "Of course." 739 00:50:13,450 --> 00:50:15,780 My biological mother found out later 740 00:50:15,910 --> 00:50:18,490 that my mother had never graduated from college 741 00:50:18,660 --> 00:50:21,620 and that my father had never graduated from high school. 742 00:50:21,790 --> 00:50:25,870 She refused to sign the final adoption papers. 743 00:50:26,000 --> 00:50:27,870 She only relented a few months later 744 00:50:28,000 --> 00:50:31,960 when my parents promised that I would go to college. 745 00:50:32,170 --> 00:50:34,960 This was the start in my life. 746 00:50:38,180 --> 00:50:41,920 PRODUCER: You know, another paradox for him, you know, here's a guy, 747 00:50:42,060 --> 00:50:44,800 you know, being pissed off that he was left for adoption, 748 00:50:44,940 --> 00:50:47,770 and when he has a child, he wants to run the other way. 749 00:50:47,900 --> 00:50:50,360 KOTTKE: Yes, that's a huge paradox. 750 00:50:50,530 --> 00:50:55,740 Even when I first met Steve, the fact that he was given up for adoption 751 00:50:55,860 --> 00:51:01,830 was a huge emotional issue in his life. 752 00:51:01,950 --> 00:51:05,740 JOBS: I was, I remember, right here on the lawn 753 00:51:05,870 --> 00:51:10,080 telling Lisa McMoyler, who lived across the street, that I was adopted, 754 00:51:10,210 --> 00:51:14,250 and she said, "So, does that mean your real parents didn't want you?" 755 00:51:14,380 --> 00:51:17,250 Ooh, lightening bolt. I remember running into the house. 756 00:51:17,390 --> 00:51:21,470 I think I started crying, asking my parents, and they sat me down. 757 00:51:21,600 --> 00:51:23,510 They said, "No, you don't understand." 758 00:51:23,640 --> 00:51:26,760 They said, "We specifically picked you." 759 00:51:29,230 --> 00:51:33,480 KOTTKE: That was clearly a very defining image in his life, 760 00:51:33,650 --> 00:51:36,900 both that he was rejected and that he was special. 761 00:51:39,830 --> 00:51:41,910 KOTTKE: The IPO was November 1980. 762 00:51:42,040 --> 00:51:45,400 By the summer of 1980, it was clear it was going to happen, 763 00:51:45,540 --> 00:51:48,620 and so Steve's net worth was going to go from $10 million 764 00:51:48,750 --> 00:51:51,370 to around $200 million. 765 00:51:51,550 --> 00:51:56,790 And I think he had the opportunity to completely reinvent himself. 766 00:51:58,010 --> 00:52:02,300 NARRATOR: In his reinvention, some people who helped him were left behind. 767 00:52:03,270 --> 00:52:05,100 Woz had no taste for management, 768 00:52:05,230 --> 00:52:09,390 so he left Apple with a big stock package and a lifetime stipend. 769 00:52:10,310 --> 00:52:14,600 Daniel Kottke had been one of Apple's first employees. 770 00:52:14,740 --> 00:52:17,600 In the run-up to the IPO, an Apple executive offered 771 00:52:17,740 --> 00:52:20,700 to give Daniel the same amount of stock that Steve would give. 772 00:52:20,820 --> 00:52:25,030 Steve replied, "Fine. I'll give him zero." 773 00:52:29,210 --> 00:52:33,580 Jobs also saw an opportunity to rewrite his history with Chrisann. 774 00:52:33,710 --> 00:52:38,330 He composed a fiction which implied she had many sexual partners, 775 00:52:38,470 --> 00:52:40,420 and he claimed he was sterile 776 00:52:40,590 --> 00:52:45,310 and therefore did not have the physical capacity to procreate a child. 777 00:52:48,810 --> 00:52:53,310 BRENNAN: A woman with a baby, and I was that threatening to them. 778 00:52:53,440 --> 00:52:56,770 "If he'd said," I can't do this, but let me help 779 00:52:56,900 --> 00:53:00,020 because I can be practical here," 780 00:53:00,160 --> 00:53:02,150 that would have been... 781 00:53:02,320 --> 00:53:04,910 made for so much. 782 00:53:05,040 --> 00:53:09,250 But it almost seemed that the point was to be out of integrity. 783 00:53:10,710 --> 00:53:14,420 NARRATOR: When a court-ordered DNA test proved Jobs's paternity, 784 00:53:14,590 --> 00:53:17,830 he stopped fighting Chrisann in court. 785 00:53:18,010 --> 00:53:19,840 She was on welfare at the time, 786 00:53:20,010 --> 00:53:25,090 so Jobs reluctantly agreed to pay $500 a month in child support. 787 00:53:26,600 --> 00:53:30,970 When Apple went public, he was worth nearly $200 million. 788 00:53:31,100 --> 00:53:33,850 KOTTKE: Steve is so hugely successful, 789 00:53:33,980 --> 00:53:37,650 and yet he treated so many people so badly. 790 00:53:37,820 --> 00:53:42,060 How much of an asshole do you have to be to be successful? 791 00:53:42,200 --> 00:53:44,150 What is the moral of the story here? 792 00:53:44,280 --> 00:53:46,530 COMPUTER: Hello. I am Macintosh. 793 00:53:46,700 --> 00:53:50,410 It is with considerable pride that I introduce a man 794 00:53:50,540 --> 00:53:53,830 who's been like a father to me. Steve Jobs. 795 00:53:53,960 --> 00:53:55,670 (CHEERS AND APPLAUSE) 796 00:54:14,810 --> 00:54:17,680 BRENNAN: He didn't know what real connection was. 797 00:54:19,320 --> 00:54:24,400 So he was a part of the technology that connected the world. 798 00:54:25,320 --> 00:54:27,190 Does that make sense? 799 00:54:29,160 --> 00:54:32,870 He made up another kind of connection. 800 00:54:33,750 --> 00:54:36,290 (CHEERS AND APPLAUSE) 801 00:54:39,170 --> 00:54:41,210 You know, I didn't sleep a wink last night. 802 00:54:41,380 --> 00:54:47,550 There's a version of Steve Jobs presenting the iPhone 803 00:54:47,720 --> 00:54:53,060 where you can see his own feeling of "I love this object." 804 00:54:53,190 --> 00:54:54,770 Isn't this awesome? 805 00:54:54,980 --> 00:55:01,570 His stuff was beloved, but it wasn't that he was beloved. 806 00:55:01,740 --> 00:55:03,940 He wasn't a nice guy. 807 00:55:04,070 --> 00:55:06,650 First, he had a reputation as a womanizer, 808 00:55:06,780 --> 00:55:08,070 and then he had a reputation 809 00:55:08,200 --> 00:55:13,200 as sort of not caring about anybody and as being kind of a tough guy. 810 00:55:14,290 --> 00:55:19,250 People are not connected to him because of his character. 811 00:55:19,380 --> 00:55:22,210 That is not people's connection to him. 812 00:55:22,340 --> 00:55:26,080 In Be Here Now by Ram Dass, 813 00:55:26,220 --> 00:55:30,460 one of the memories I still have after all these years 814 00:55:30,600 --> 00:55:34,890 was when someone goes into a state of enlightenment... 815 00:55:36,400 --> 00:55:40,260 but they do it while they're still attached to their ego... 816 00:55:41,400 --> 00:55:46,240 They call that, as I recall him saying it, "the golden chain." 817 00:55:49,200 --> 00:55:52,160 And that's what I feel happened to Steve. 818 00:55:53,620 --> 00:55:59,740 He went into magnificence and into enlightenment, but he... 819 00:56:01,380 --> 00:56:03,240 He just... 820 00:56:04,260 --> 00:56:05,670 He blew it. 821 00:56:05,880 --> 00:56:07,120 (CHUCKLES) 822 00:56:08,590 --> 00:56:11,180 NARRATOR: Steve Jobs blew it? 823 00:56:11,300 --> 00:56:14,840 How many people in the world believe that? 824 00:56:14,980 --> 00:56:18,180 He made products everyone loved. 825 00:56:18,350 --> 00:56:22,940 He was the computer era's most successful entrepreneur. 826 00:56:23,070 --> 00:56:25,980 How could anyone think he blew it? 827 00:56:27,820 --> 00:56:30,280 MAN 1: The entrepreneur's a person who wants to shake things up, 828 00:56:30,410 --> 00:56:34,200 who wants to change things, who sees a better way of doing that. 829 00:56:34,330 --> 00:56:37,700 But he or she tends to be a royal pain in the neck. 830 00:56:37,870 --> 00:56:40,790 MAN 2: Apple computer has sued its co-founder and former chairman, 831 00:56:40,920 --> 00:56:43,460 Steven Jobs, to stop him from starting a rival company. 832 00:56:43,590 --> 00:56:48,170 Jobs quit Apple last week in a bitter fight with his board and management. 833 00:56:48,300 --> 00:56:49,880 MAN 3: So, Apple is reorganizing. 834 00:56:50,010 --> 00:56:53,800 John Sculley is taking control from Steven Jobs. 835 00:56:53,930 --> 00:56:56,800 MAN 4: Tell us about your departure from Apple. 836 00:56:56,980 --> 00:57:01,190 Oh, it was very painful. I'm not even sure I want to talk about it. Um... 837 00:57:04,570 --> 00:57:06,980 What can I say? I hired the wrong guy. 838 00:57:07,110 --> 00:57:09,570 - That was Sculley? - Yeah. 839 00:57:09,700 --> 00:57:15,820 And... he destroyed everything I'd spent ten years working for. 840 00:57:31,050 --> 00:57:35,340 MAN: What did you do after you left Apple in 1985? 841 00:57:35,510 --> 00:57:39,300 I started two companies. 842 00:57:39,430 --> 00:57:41,300 One was started 843 00:57:41,440 --> 00:57:46,680 by buying the computer-graphics division of Lucasfilm. 844 00:57:46,860 --> 00:57:49,600 We christened it Pixar. 845 00:57:49,740 --> 00:57:53,280 Pixar was acquired by Disney. 846 00:57:53,410 --> 00:57:56,700 I'm on the board of directors of the Walt Disney Company. 847 00:57:57,910 --> 00:58:00,530 And the other was called NeXT. 848 00:58:03,080 --> 00:58:06,200 PRODUCER: From having left or been bounced from Apple, 849 00:58:06,340 --> 00:58:08,450 did he have a kind of a chip on his shoulder? 850 00:58:08,590 --> 00:58:13,500 Was there some... Was this Steve in the wilderness? 851 00:58:13,640 --> 00:58:15,590 I don't think he felt he was in the wilderness at all. 852 00:58:15,720 --> 00:58:19,630 I think he felt he was on a path. He was on a mission. 853 00:58:19,770 --> 00:58:21,720 Where are we going to? 854 00:58:21,890 --> 00:58:24,480 MAN: In 1986, after he had left Apple 855 00:58:24,600 --> 00:58:27,440 and was in the process of starting this new company, 856 00:58:27,650 --> 00:58:30,770 "Esquire" convinced him to give a journalist a week of his time. 857 00:58:30,940 --> 00:58:33,530 So, I basically spent that week with him, 858 00:58:33,660 --> 00:58:36,990 talked to him a lot, went to dinner, sat in on meetings, 859 00:58:37,120 --> 00:58:41,580 and got to see Jobs as he was at that moment in his life. 860 00:58:41,710 --> 00:58:44,950 MAN: But, I mean, I agree that... Let me back up a bit. 861 00:58:45,080 --> 00:58:46,620 So, somebody's got to say, 862 00:58:46,750 --> 00:58:49,870 "Here's what we can do, and we can make it happen, 863 00:58:50,010 --> 00:58:53,290 and here's the level of thing we can ship in 16 months." 864 00:58:53,430 --> 00:58:55,790 And what I hear him saying is, 865 00:58:55,970 --> 00:58:58,380 "Well, anything more than a port of Mac author, forget it." 866 00:58:58,510 --> 00:59:00,300 And boy, that just makes me smoke. 867 00:59:00,430 --> 00:59:02,970 NOCERA: If he was in a meeting and somebody said, 868 00:59:03,140 --> 00:59:07,430 "Here's a great idea," and put the idea out there and he didn't like it, 869 00:59:07,560 --> 00:59:09,850 he'd just chop the person into mincemeat. 870 00:59:10,030 --> 00:59:12,020 MAN: The problem I've got, though, is one, 871 00:59:12,150 --> 00:59:15,110 will everybody believe that the stake is in fact in the ground, 872 00:59:15,240 --> 00:59:16,950 and, secondly, when software comes back 873 00:59:17,070 --> 00:59:19,190 and says what they can do by summer or spring of '87, 874 00:59:19,330 --> 00:59:20,570 will they be telling us the truth? 875 00:59:20,740 --> 00:59:22,950 Well, George, I can't change the world, you know. 876 00:59:23,080 --> 00:59:25,240 What do you want me to do? What's the solution? 877 00:59:25,370 --> 00:59:27,040 WOMAN: But you see, what we can learn is... 878 00:59:27,170 --> 00:59:29,450 What I want is probably irrelevant. 879 00:59:29,590 --> 00:59:31,700 I mean, there are certain realities here, 880 00:59:31,840 --> 00:59:35,170 both psychological and market, 881 00:59:35,300 --> 00:59:39,260 that are going to come into play, in my own personal judgment. 882 00:59:39,390 --> 00:59:42,260 And I think this is a window that we've got. We've been given it. 883 00:59:42,390 --> 00:59:44,850 And thank God we've been given it. Nobody else has done this. 884 00:59:45,020 --> 00:59:47,260 It's a wonderful window. We have 18 months. 885 00:59:48,310 --> 00:59:52,180 NOCERA: The article was about people who are maniacal about work. 886 00:59:52,320 --> 00:59:55,060 And Steve Jobs was the most maniacal person I could think of, 887 00:59:55,280 --> 00:59:57,360 which is why I wanted to write about him. 888 00:59:57,490 --> 01:00:00,200 PRODUCER: You made the connection in that first piece a bunch of times, 889 01:00:00,330 --> 01:00:02,110 you know, the monk among priests. 890 01:00:02,240 --> 01:00:05,360 What was the relationship between that extreme 891 01:00:05,500 --> 01:00:08,410 of working 24/7 and that monastic life? 892 01:00:08,540 --> 01:00:12,380 I mean, he did seem to have that rather interesting dedication. 893 01:00:12,500 --> 01:00:17,300 OK, so, a monomaniacal commitment to something 894 01:00:17,430 --> 01:00:19,710 is something that most people don't have. 895 01:00:21,050 --> 01:00:28,770 And that, like the monk, requires you to kind of shed extraneous things, 896 01:00:28,900 --> 01:00:32,230 and Steve Jobs absolutely, positively had that. 897 01:00:46,910 --> 01:00:49,030 NARRATOR: Jobs talked about becoming a monk 898 01:00:49,170 --> 01:00:53,210 at this remote Zen temple where Kobun Chino had studied. 899 01:00:53,340 --> 01:00:55,170 (BELL RINGING) 900 01:01:00,050 --> 01:01:02,540 NARRATOR: I wonder what he liked about the idea of it. 901 01:01:05,680 --> 01:01:10,720 Was it the discipline of the monks? Their unwavering focus? 902 01:01:14,900 --> 01:01:16,640 (MONKS CHANTING) 903 01:01:28,540 --> 01:01:31,830 NARRATOR: In meditation, Jobs loved inspecting his own mind 904 01:01:31,960 --> 01:01:33,920 and changing the way it worked. 905 01:01:34,090 --> 01:01:36,700 He focused on the spirit of things 906 01:01:36,840 --> 01:01:40,000 and sought perfection in the machines he made. 907 01:01:40,880 --> 01:01:44,550 But Kobun thought Jobs was missing the point. 908 01:01:44,720 --> 01:01:48,090 A search for perfection would never bring him peace 909 01:01:48,220 --> 01:01:50,810 or harmony with those around him. 910 01:01:53,100 --> 01:01:56,970 But maybe harmony is what Jobs was looking for in Japan. 911 01:01:58,820 --> 01:02:03,230 He went there dozens of times, and not just for business. 912 01:02:03,370 --> 01:02:06,530 He stayed in fancy hotels, not Zen temples, 913 01:02:06,660 --> 01:02:09,870 but right to the end, he kept going back. 914 01:02:16,040 --> 01:02:18,790 After he met and later married Laurene Powell, 915 01:02:18,920 --> 01:02:21,670 he would take three of his four children there, 916 01:02:21,800 --> 01:02:23,630 including Lisa. 917 01:02:26,220 --> 01:02:29,390 Jobs's relationship with Lisa remained full of conflict, 918 01:02:29,600 --> 01:02:34,310 but a few years before Jobs's death, Lisa wrote about a moment of peace. 919 01:02:36,650 --> 01:02:40,810 WOMAN: I didn't live with him, but he would stop by our house some days, 920 01:02:41,030 --> 01:02:44,740 a deity among us for a few tingly moments or hours. 921 01:02:46,280 --> 01:02:49,400 He was a more extreme vegetarian than my mother and I 922 01:02:49,540 --> 01:02:51,490 and sharp-focused. 923 01:02:51,620 --> 01:02:55,740 One day, he spit out a mouthful of soup after hearing it contained butter. 924 01:02:55,880 --> 01:03:00,090 With him, one ate a variety of salads. 925 01:03:01,510 --> 01:03:05,300 He believed that great harvests came from arid sources. 926 01:03:05,430 --> 01:03:07,460 Pleasure from restraint. 927 01:03:07,600 --> 01:03:11,810 He knew the equations that most people didn't know. 928 01:03:11,930 --> 01:03:14,720 Things led to their opposites. 929 01:03:16,350 --> 01:03:19,890 But once, he took me with him on a business trip to Tokyo 930 01:03:20,020 --> 01:03:24,110 where we went to a sushi bar in the basement of the Okura hotel 931 01:03:24,240 --> 01:03:28,980 with its high ceilings and low couches, like a Hitchcock set. 932 01:03:29,120 --> 01:03:33,410 He ordered great trays of unagi sushi, cooked eel on rice. 933 01:03:33,540 --> 01:03:37,580 He ordered too many pieces, knowing we wouldn't be able to finish them, 934 01:03:37,710 --> 01:03:41,080 but that we didn't want to feel they would run out. 935 01:03:41,250 --> 01:03:44,250 It was the first time I'd felt, with him, 936 01:03:44,380 --> 01:03:48,300 so relaxed and content over those trays of meat. 937 01:03:48,430 --> 01:03:53,140 The excess, the permission and warmth after the cold salads 938 01:03:53,310 --> 01:03:58,600 meant a once inaccessible space had opened. 939 01:03:58,730 --> 01:04:01,440 He was less rigid with himself, 940 01:04:01,570 --> 01:04:05,310 even human under the great ceilings with the little chairs, 941 01:04:05,530 --> 01:04:07,690 with the meat and me. 942 01:04:09,740 --> 01:04:14,740 But the event was not self-sustaining. We went back home to salads. 943 01:04:14,870 --> 01:04:18,830 They satisfied me less now that I knew the alternative. 944 01:04:24,380 --> 01:04:28,000 - MAN: What eventually happened to NeXT? - Apple purchased it. 945 01:04:28,130 --> 01:04:33,430 - OK, when? - I believe 1997. 946 01:04:33,600 --> 01:04:38,060 JOBS: When Apple bought NeXT, Apple was pretty messed up. 947 01:04:38,190 --> 01:04:39,930 It was pretty easy to see. 948 01:04:40,060 --> 01:04:41,180 Apple Computer, 949 01:04:41,310 --> 01:04:43,600 a pioneer in the personal computers and software business, 950 01:04:43,730 --> 01:04:45,020 has fallen on hard times. 951 01:04:45,150 --> 01:04:46,480 MAN 1: Over a three-month period, 952 01:04:46,610 --> 01:04:50,570 Apple's profits plunged by more than $50 million. 953 01:04:50,700 --> 01:04:54,530 MAN 2: With big losses in the last quarter, with profit margins shrinking, 954 01:04:54,660 --> 01:04:56,780 Apple seems destined for a takeover. 955 01:04:56,910 --> 01:04:59,780 MAN 3: Steve Jobs co-founded Apple with Steve Wozniak, 956 01:04:59,920 --> 01:05:02,500 and on Friday, Apple went to the well once again, 957 01:05:02,630 --> 01:05:04,370 bringing Jobs back as a consultant, 958 01:05:04,500 --> 01:05:06,790 writing one of the most unlikely chapters ever 959 01:05:07,010 --> 01:05:08,620 in the lore that is Silicon Valley. 960 01:05:08,760 --> 01:05:10,090 Steve. 961 01:05:10,220 --> 01:05:12,210 (APPLAUSE) 962 01:05:20,600 --> 01:05:24,100 MAN: I joined the company in February '97. 963 01:05:24,230 --> 01:05:27,600 After a couple of days there, I was in complete shock. 964 01:05:29,950 --> 01:05:33,660 The company was close to bankruptcy, and it was total chaos. 965 01:05:33,780 --> 01:05:36,950 The NeXT acquisition had just occurred, 966 01:05:37,080 --> 01:05:39,160 and there were major changes going on. 967 01:05:39,370 --> 01:05:43,790 And Steve was involved at that point in time, but on the margins. 968 01:05:43,920 --> 01:05:46,710 I haven't been back here in over ten years, 969 01:05:46,840 --> 01:05:50,580 so, yeah, it's an interesting feeling. 970 01:05:50,760 --> 01:05:53,380 It's a little strange, but not too strange. 971 01:05:53,510 --> 01:05:54,970 RUBINSTEIN: At some point in time, 972 01:05:55,100 --> 01:05:58,090 the process was started to look for a full-time CEO. 973 01:05:58,220 --> 01:06:00,470 And at that point in time, Steve got much more involved. 974 01:06:00,600 --> 01:06:01,890 Now, he still wasn't the CEO. 975 01:06:02,020 --> 01:06:05,480 I don't think he was 100% sure the company was savable yet, 976 01:06:05,610 --> 01:06:08,190 and so I think he was hedging his bets a little bit. 977 01:06:08,360 --> 01:06:12,980 He had to make a decision whether he really wanted to take on that role 978 01:06:13,110 --> 01:06:16,450 because being CEO of Apple is an all-consuming role, 979 01:06:16,580 --> 01:06:19,070 and I'm not sure Steve thought that that's something 980 01:06:19,200 --> 01:06:23,370 that he wanted to do for what turned out to be the rest of his life. 981 01:06:23,500 --> 01:06:29,040 JOBS: I took the title of Interim CEO and agreed to come back for 90 days 982 01:06:29,170 --> 01:06:32,880 to help recruit a full-time CEO. 983 01:06:36,100 --> 01:06:38,380 MAN: How did that recruitment effort go? 984 01:06:38,510 --> 01:06:40,220 I failed. 985 01:06:46,060 --> 01:06:48,850 RUBINSTEIN: You know, the real hero of that early part of the story 986 01:06:48,980 --> 01:06:50,220 is Fred Anderson. 987 01:06:50,400 --> 01:06:53,640 Fred restructured the company financially 988 01:06:53,780 --> 01:06:56,900 and bought us the time to build the foundation for today's Apple. 989 01:06:57,030 --> 01:07:00,150 And then Fred even had an impact on the product strategy 990 01:07:00,290 --> 01:07:02,780 because when Steve came back, 991 01:07:02,910 --> 01:07:06,700 the first major project we started was a network computer. 992 01:07:06,880 --> 01:07:09,870 That was kind of the rage at the time, but it wasn't a consumer product at all. 993 01:07:10,050 --> 01:07:11,710 Fred kept going, "You know, wait a minute, 994 01:07:11,840 --> 01:07:13,420 we got to have a consumer product." 995 01:07:13,550 --> 01:07:15,260 "You guys have to focus on a low-end Mac 996 01:07:15,430 --> 01:07:17,630 because that's what's going to turn the company around." 997 01:07:18,430 --> 01:07:21,760 So, the executive team and Steve decided that we would switch 998 01:07:21,890 --> 01:07:26,560 from doing the network computer and make that the iMac. 999 01:07:26,770 --> 01:07:29,560 There you go, right here. Can you see it? 1000 01:07:31,650 --> 01:07:34,110 # She comes in colors everywhere 1001 01:07:34,240 --> 01:07:37,570 In the world of computers, it's kill or be killed. 1002 01:07:37,700 --> 01:07:40,530 And the original whiz kid was thought to be dying an early death. 1003 01:07:40,660 --> 01:07:44,280 We went for colors that really expressed the spirit of the machine. 1004 01:07:44,500 --> 01:07:47,370 And that is... you know, it's powerful, but fun. 1005 01:07:50,000 --> 01:07:52,620 JOBS: And the first thing I thought I'd do is give you an update. 1006 01:07:52,840 --> 01:07:56,250 We've managed to go from losing a billion dollars the year before 1007 01:07:56,380 --> 01:08:01,380 to actually making over $200 million during the first three quarters. 1008 01:08:01,510 --> 01:08:03,470 Boy, what a difference a year makes. (CHUCKLES) 1009 01:08:03,600 --> 01:08:05,840 Guess what? Mac is back. 1010 01:08:08,190 --> 01:08:11,520 # She comes in colors everywhere 1011 01:08:11,650 --> 01:08:13,640 # She combs her hair 1012 01:08:13,780 --> 01:08:16,020 # She's like a rainbow 1013 01:08:16,150 --> 01:08:20,110 He was the kind of person that could convince himself of things 1014 01:08:20,240 --> 01:08:22,730 that weren't necessarily true. 1015 01:08:22,870 --> 01:08:26,360 He could go to people and ask them to do something 1016 01:08:26,540 --> 01:08:28,620 that they thought was impossible. 1017 01:08:29,960 --> 01:08:32,870 RUBINSTEIN: Steve did create reality distortion around him. 1018 01:08:33,000 --> 01:08:35,170 You know, if he told you the sky was green, for a while, 1019 01:08:35,300 --> 01:08:37,290 you'd kind of go, "Yeah, OK. Yeah, the sky's green." 1020 01:08:40,010 --> 01:08:45,430 To me... marketing is about values. 1021 01:08:45,600 --> 01:08:50,520 This is a very complicated world. It's a very noisy world. 1022 01:08:50,650 --> 01:08:53,940 And we're not going to get a chance 1023 01:08:54,070 --> 01:08:59,560 to get people to remember much about us. No company is. 1024 01:09:00,620 --> 01:09:02,730 And so, we have to be really clear 1025 01:09:02,870 --> 01:09:05,200 on what we want them to know about us. 1026 01:09:05,330 --> 01:09:07,540 Our customers want to know who is Apple 1027 01:09:07,660 --> 01:09:09,530 and what is it that we stand for. 1028 01:09:09,670 --> 01:09:15,460 What we have is something that I am... 1029 01:09:15,590 --> 01:09:18,050 I am very moved by. 1030 01:09:21,340 --> 01:09:22,960 MAN: Here's to the crazy ones. 1031 01:09:23,100 --> 01:09:25,430 NARRATOR: Jobs was so moved by the ad he'd commissioned 1032 01:09:25,640 --> 01:09:29,130 that he produced a version where he did the voiceover himself. 1033 01:09:29,270 --> 01:09:32,600 MAN & JOBS: The round pegs in the square holes. 1034 01:09:32,730 --> 01:09:36,020 JOBS: The ones who see things differently. 1035 01:09:36,150 --> 01:09:40,610 They're not fond of rules, and they have no respect for the status quo. 1036 01:09:41,820 --> 01:09:47,740 You can quote them, disagree with them, glorify or vilify them. 1037 01:09:47,870 --> 01:09:51,200 About the only thing you can't do is ignore them 1038 01:09:51,330 --> 01:09:53,240 because they change things. 1039 01:09:53,380 --> 01:09:59,500 While some may see them as the crazy ones, we see genius. 1040 01:10:00,720 --> 01:10:04,340 Because the people who are crazy enough to think they can change the world... 1041 01:10:05,600 --> 01:10:07,960 are the ones who do. 1042 01:10:12,100 --> 01:10:15,850 It honors those people who have changed the world. 1043 01:10:16,940 --> 01:10:21,400 Some of them are living, some of them are not. 1044 01:10:21,530 --> 01:10:27,070 But the ones that aren't, you know that if they ever used a computer, 1045 01:10:27,200 --> 01:10:28,360 it would have been a Mac. 1046 01:10:28,490 --> 01:10:29,530 (LAUGHTER) 1047 01:10:29,700 --> 01:10:31,200 (APPLAUSE) 1048 01:10:32,870 --> 01:10:34,990 The theme of the campaign is "Think different." 1049 01:10:37,630 --> 01:10:39,290 NARRATOR: Think different. 1050 01:10:39,420 --> 01:10:41,960 In one brilliant, ungrammatical phrase, 1051 01:10:42,090 --> 01:10:48,010 Jobs told a story of rebellion, the triumph of the iconoclastic genius. 1052 01:10:48,140 --> 01:10:51,970 With "Think different," was Jobs trying to frame his own story? 1053 01:10:52,140 --> 01:10:55,560 More than a CEO, he positioned himself as an oracle, 1054 01:10:55,690 --> 01:10:59,020 a man who could tell the future of technology. 1055 01:11:09,240 --> 01:11:10,980 RUBINSTEIN: You know, a lot of times, 1056 01:11:11,120 --> 01:11:16,290 great products are sort of convergence of the right set of technologies. 1057 01:11:16,420 --> 01:11:19,830 And Steve was brilliant at getting to a fork in the road 1058 01:11:19,960 --> 01:11:22,580 and choosing the right fork. 1059 01:11:22,760 --> 01:11:26,470 We got a chance to play with a variety of music players, 1060 01:11:26,590 --> 01:11:28,380 and they sucked. 1061 01:11:28,550 --> 01:11:32,800 So, we decided, Steve said, you know, "Go build a music player." 1062 01:11:32,930 --> 01:11:37,180 So, I assembled a small team to take a look at what it would take to do it, 1063 01:11:37,310 --> 01:11:40,770 and the conclusion was the technology really wasn't ready yet. 1064 01:11:40,900 --> 01:11:44,310 Then in February of 2001, 1065 01:11:44,450 --> 01:11:47,650 the Toshiba guys brought out the 1.8-inch hard drive. 1066 01:11:47,780 --> 01:11:49,070 So, as soon as I saw that I go, 1067 01:11:49,200 --> 01:11:51,280 "That's what we need to build the iPod." 1068 01:11:51,410 --> 01:11:55,400 So, I went to Steve, and I go, "OK, I know how to do it now." 1069 01:11:55,540 --> 01:11:56,950 "I need $10 million." 1070 01:11:57,080 --> 01:12:00,580 And Steve goes, "OK, I'll write you a $10 million check." 1071 01:12:00,750 --> 01:12:03,790 I went to Fred to make sure the check wouldn't bounce, 1072 01:12:03,920 --> 01:12:06,420 and Fred said, "Yeah, you know, go." 1073 01:12:06,550 --> 01:12:08,710 And so I started ramping the team up, 1074 01:12:08,840 --> 01:12:12,710 and, you know, we delivered the iPod later that year. 1075 01:12:15,020 --> 01:12:17,100 # One, two, three, four 1076 01:12:17,230 --> 01:12:19,190 # Tell me that you love me more 1077 01:12:19,310 --> 01:12:21,430 # Sleepless long nights 1078 01:12:21,570 --> 01:12:23,520 # That is what my youth was for 1079 01:12:23,650 --> 01:12:25,610 # Oh, oh, oh 1080 01:12:25,780 --> 01:12:28,110 # You're changing your heart 1081 01:12:28,240 --> 01:12:29,950 # Oh, oh, oh 1082 01:12:30,120 --> 01:12:32,320 # You know who you are 1083 01:12:32,450 --> 01:12:34,530 # One, two, three, four 1084 01:12:34,660 --> 01:12:36,370 # Tell me that you love me more 1085 01:12:36,500 --> 01:12:38,660 # Sleepless long nights 1086 01:12:38,830 --> 01:12:40,750 # That is what my youth was for 1087 01:12:40,880 --> 01:12:43,330 # Oh, teenage hopes 1088 01:12:46,220 --> 01:12:50,080 NARRATOR: Jobs's genius was how he sold the iPod. 1089 01:12:50,220 --> 01:12:53,880 It wasn't a machine for you. It was you. 1090 01:12:56,270 --> 01:12:59,430 JOBS: People sometimes forget that they're very unique 1091 01:12:59,560 --> 01:13:03,310 and that they have very unique feelings and perspectives. 1092 01:13:03,520 --> 01:13:04,940 You know, the whole computer industry 1093 01:13:05,070 --> 01:13:09,440 wants to forget about the humanist side and just focus on the technology, 1094 01:13:09,570 --> 01:13:12,490 but we think there's a whole other side to the coin, 1095 01:13:12,620 --> 01:13:14,700 which is what do you do with these things? 1096 01:13:14,870 --> 01:13:18,830 Can we do more than just spreadsheets and word processors? 1097 01:13:18,960 --> 01:13:21,950 Can we help you express yourself in richer ways? 1098 01:13:24,880 --> 01:13:29,210 JOBS: Apple at the core, its core value, 1099 01:13:29,340 --> 01:13:33,710 is that we believe that people with passion 1100 01:13:33,890 --> 01:13:36,010 can change the world for the better. 1101 01:13:36,140 --> 01:13:38,100 That's what we believe. 1102 01:13:39,810 --> 01:13:42,390 PRODUCER: Steve talks a lot about the values of the company. 1103 01:13:42,520 --> 01:13:44,350 And said that Apple was a company 1104 01:13:44,480 --> 01:13:47,400 that was designed to make the world a better place. 1105 01:13:47,530 --> 01:13:50,190 Was that a heartfelt thing for Steve? 1106 01:13:50,320 --> 01:13:52,690 I believe it was a heartfelt thing for Steve. 1107 01:13:52,870 --> 01:13:55,450 I think that he did want to make the world a better place. 1108 01:13:55,660 --> 01:14:00,200 I think that he felt by delivering great products 1109 01:14:00,330 --> 01:14:03,950 that were easy to use and beautiful, 1110 01:14:04,090 --> 01:14:06,540 that it would make people's lives better. 1111 01:14:09,920 --> 01:14:11,510 NARRATOR: Is that enough? 1112 01:14:11,630 --> 01:14:15,250 Is making and selling products, even if they're good, 1113 01:14:15,390 --> 01:14:19,010 even if they're the best, enough to make the world a better place? 1114 01:14:20,940 --> 01:14:22,350 MAN: Apple's a business. 1115 01:14:22,480 --> 01:14:25,640 And we've somehow attached this emotion to a business, 1116 01:14:25,860 --> 01:14:29,480 which is just there to make money for its shareholders, right? 1117 01:14:29,610 --> 01:14:31,070 That's all it is. Nothing more. 1118 01:14:31,200 --> 01:14:33,030 You know, creating that association 1119 01:14:33,240 --> 01:14:36,650 was probably one of Steve's greatest accomplishments. 1120 01:14:36,780 --> 01:14:39,150 - PRODUCER: It's queued up to play. - Awesome. 1121 01:14:39,370 --> 01:14:40,580 ("MARIMBA" RINGTONE PLAYS) 1122 01:14:42,080 --> 01:14:45,920 I remember at this point, when the music plays in the beginning, 1123 01:14:46,040 --> 01:14:47,710 there's just this energy, right? 1124 01:14:47,880 --> 01:14:52,670 You have on the one side this huge bank of photographers, 1125 01:14:52,800 --> 01:14:56,710 and I remember looking at all these guys 1126 01:14:56,890 --> 01:14:59,380 with their cameras trained on Steve, thinking, 1127 01:14:59,520 --> 01:15:02,260 "You guys have no idea what's about to happen." 1128 01:15:02,390 --> 01:15:04,100 And to be fair, neither did we. 1129 01:15:04,230 --> 01:15:05,890 (CHEERS AND APPLAUSE) 1130 01:15:07,400 --> 01:15:09,730 Thank you for coming. 1131 01:15:09,900 --> 01:15:12,060 We're going to make some history together today. 1132 01:15:13,200 --> 01:15:14,900 GRIGNON: Any time you see an Apple event, 1133 01:15:15,030 --> 01:15:19,070 know that there's a team of people in the audience who are just sick. 1134 01:15:19,200 --> 01:15:20,910 (CHEERS AND APPLAUSE) 1135 01:15:23,000 --> 01:15:26,540 JOBS: We are calling it "iPhone." 1136 01:15:26,670 --> 01:15:28,200 (CHEERS AND APPLAUSE) 1137 01:15:28,340 --> 01:15:34,960 Today... Today, Apple is going to reinvent the phone. 1138 01:15:35,090 --> 01:15:38,840 And so, rather than talk about this some more, let me show it to you. 1139 01:15:39,010 --> 01:15:43,050 GRIGNON: So, if you're giving a demo, and you deviate off the script, 1140 01:15:43,180 --> 01:15:44,640 well, lots of bad things can go wrong. 1141 01:15:44,770 --> 01:15:48,510 When Steve comes up with, "Here's what I want to show," 1142 01:15:48,650 --> 01:15:50,140 everything is dissected. 1143 01:15:50,320 --> 01:15:51,650 The message that he's trying to say 1144 01:15:51,780 --> 01:15:53,730 is then dissected into very specific actions. 1145 01:15:53,860 --> 01:15:57,860 JOBS: And let me go ahead and get that picture within picture up. 1146 01:15:58,030 --> 01:16:01,200 I'm going to go ahead and just push the "sleep wake" button. 1147 01:16:01,330 --> 01:16:03,240 There we go, right there. 1148 01:16:03,370 --> 01:16:06,700 And to unlock the phone, I just take my finger and slide it across. 1149 01:16:06,830 --> 01:16:09,290 All right, you want to see that again? 1150 01:16:09,420 --> 01:16:10,780 (CHEERS AND APPLAUSE) 1151 01:16:10,960 --> 01:16:14,170 GRIGNON: So, he's got, you know, several discrete parts of the demo. 1152 01:16:14,380 --> 01:16:20,170 We had a flask of Scotch with us, and after every little part, 1153 01:16:20,300 --> 01:16:24,140 the person who was responsible for that portion, you know, took a hit. 1154 01:16:24,270 --> 01:16:26,630 JOBS: I want to make a call to Jony Ive. 1155 01:16:26,850 --> 01:16:28,060 I can just push here, 1156 01:16:28,190 --> 01:16:30,730 and I see Jony Ive's contacts with all his information. 1157 01:16:30,860 --> 01:16:33,560 The Jony Ive call, oh, my God. 1158 01:16:33,690 --> 01:16:36,610 There's all sorts of ways that this could have gone sideways. 1159 01:16:36,740 --> 01:16:40,070 - Hey, Jony, how you doing? - I'm good. How you doing? 1160 01:16:40,200 --> 01:16:44,790 Well, it's been two-and-a-half years, and I can't tell you how thrilled I am 1161 01:16:44,910 --> 01:16:47,700 to make the first public phone call with iPhone. 1162 01:16:47,830 --> 01:16:50,540 (CHEERS AND APPLAUSE) 1163 01:16:50,670 --> 01:16:52,080 He goes to the music. 1164 01:16:52,210 --> 01:16:54,420 Let's go into Dylan here. 1165 01:16:54,550 --> 01:16:56,460 Let's play Like a Rolling Stone. 1166 01:16:56,590 --> 01:16:58,920 (MUSIC PLAYS) 1167 01:16:59,130 --> 01:17:00,750 He gets the web browser up there. 1168 01:17:00,890 --> 01:17:04,380 I want to show you Safari running on a mobile device. 1169 01:17:04,520 --> 01:17:06,680 So, let's go to the web. Boom. 1170 01:17:06,810 --> 01:17:08,470 - (CHEERS AND APPLAUSE) - Unbelievable. 1171 01:17:08,600 --> 01:17:11,270 And then at the end, he has that moment 1172 01:17:11,400 --> 01:17:13,430 where he swizzles it all together. 1173 01:17:13,570 --> 01:17:17,150 At the end, where he orders thousands of lattes from some, you know, 1174 01:17:17,280 --> 01:17:19,570 poor woman at a Starbucks down the road. 1175 01:17:19,700 --> 01:17:22,110 WOMAN: Good morning. This is Starbucks and how can I help you? 1176 01:17:22,240 --> 01:17:24,700 Yes, I'd liked to order 4,000 lattes to go, please. 1177 01:17:24,830 --> 01:17:26,240 - (LAUGHTER) - No, just kidding. 1178 01:17:26,370 --> 01:17:29,780 - Wrong number. Thank you. Bye-bye. - (CHEERS AND APPLAUSE) 1179 01:17:29,920 --> 01:17:31,620 OK. 1180 01:17:38,880 --> 01:17:41,420 As soon as the demo was over, we left. 1181 01:17:41,550 --> 01:17:46,390 And we just turned San Francisco into a... It was a shit show. 1182 01:17:53,730 --> 01:17:55,640 That was a night to remember. 1183 01:17:56,820 --> 01:18:00,360 Man, you just had this release of years of anxiety. 1184 01:18:00,490 --> 01:18:03,730 And then we got up tomorrow, the next day, and did it all over again. 1185 01:18:03,870 --> 01:18:05,730 And we had to finish the product at this point. 1186 01:18:05,910 --> 01:18:08,450 And that was tough, especially with a raging hangover, 1187 01:18:08,580 --> 01:18:10,490 but it was a lot of fun. (LAUGHS) 1188 01:18:10,620 --> 01:18:14,460 The biggest thing he made was the iPhone, definitely. 1189 01:18:14,590 --> 01:18:16,120 He made the iPhone, 1190 01:18:16,300 --> 01:18:19,910 which shocked the world with its touch screen and stuff. 1191 01:18:24,600 --> 01:18:28,970 MAN: So, what are we down to? 13 minutes and... 1192 01:18:29,140 --> 01:18:30,550 Whoo-hoo! 1193 01:18:30,680 --> 01:18:33,220 - It's go time! - Oh, yeah. 1194 01:18:42,570 --> 01:18:46,610 - Oh, yeah. Swipe to unlock. - Sweet! 1195 01:18:50,330 --> 01:18:53,820 # All my life 1196 01:18:53,960 --> 01:18:56,200 # Is changing every day 1197 01:18:56,340 --> 01:18:57,830 MAN: There she is. 1198 01:18:58,050 --> 01:19:00,210 # In every possible way 1199 01:19:00,340 --> 01:19:03,830 iPhone's been shipping for exactly 200 days today. 1200 01:19:03,970 --> 01:19:07,180 And I'm extraordinarily pleased to report 1201 01:19:07,300 --> 01:19:10,640 that we have sold four million iPhones to date. 1202 01:19:10,770 --> 01:19:12,430 (CHEERS AND APPLAUSE) 1203 01:19:12,600 --> 01:19:15,640 # Never quite as it seems 1204 01:19:15,770 --> 01:19:19,140 # And then I open up and see 1205 01:19:19,270 --> 01:19:23,690 # The person falling here is me 1206 01:19:23,820 --> 01:19:27,780 Today we're introducing the iPhone 3G. 1207 01:19:27,910 --> 01:19:30,400 (CHEERS AND APPLAUSE) 1208 01:19:33,790 --> 01:19:39,330 In a little over two years, we have sold 30 million iPhones. 1209 01:19:39,460 --> 01:19:41,330 (CHEERS AND APPLAUSE) 1210 01:19:47,680 --> 01:19:50,390 MAN: And with a swipe, you have changed your life. 1211 01:19:50,510 --> 01:19:52,350 Yes! 1212 01:20:04,650 --> 01:20:08,570 - How may I help you? - IPhone 4. Where is the iPhone 4? 1213 01:20:08,700 --> 01:20:12,530 Oh, I'm very sorry, but we are currently sold out. 1214 01:20:12,660 --> 01:20:16,830 However, we did finally get some more HTC Evos in. 1215 01:20:16,960 --> 01:20:19,920 What? What is that? Is it an iPhone? 1216 01:20:20,040 --> 01:20:22,830 No, it is that 4G phone on Sprint. 1217 01:20:22,960 --> 01:20:25,380 If it's not an iPhone, why would I want it? 1218 01:20:25,510 --> 01:20:28,500 Well, it's similar to an iPhone, but has a bigger screen. 1219 01:20:28,640 --> 01:20:29,800 I don't care. 1220 01:20:29,930 --> 01:20:32,590 The internet speeds are around three times faster. 1221 01:20:32,720 --> 01:20:35,340 - I don't care. - It fucking prints money. 1222 01:20:35,480 --> 01:20:38,390 - I don't care. - It can grant up to three wishes. 1223 01:20:38,520 --> 01:20:40,980 Even if one of those wishes is for an iPhone. 1224 01:20:41,110 --> 01:20:43,600 - I don't care about any of that. - OK, fine. 1225 01:20:43,730 --> 01:20:46,600 Then what the hell entices you about the iPhone 4, 1226 01:20:46,740 --> 01:20:48,690 if you don't mind me asking? 1227 01:20:48,820 --> 01:20:50,530 It is an iPhone. 1228 01:21:00,750 --> 01:21:05,340 TURKLE: I remember the first set of people I interviewed about the iPhone. 1229 01:21:05,460 --> 01:21:08,050 I've been interviewing people about their computers 1230 01:21:08,180 --> 01:21:10,130 for, you know, decades. 1231 01:21:10,300 --> 01:21:16,470 I've never seen this kind of connection before with an object. 1232 01:21:18,440 --> 01:21:22,050 In the beginning, the impulse was to sit you down 1233 01:21:22,190 --> 01:21:25,900 and to show you everything on their iPhone. 1234 01:21:26,110 --> 01:21:29,690 As time's gone on, there's been less of that 1235 01:21:29,820 --> 01:21:34,490 and more of what I call the "alone together phenomenon." 1236 01:21:38,000 --> 01:21:42,160 It has turned out to be an isolating technology. 1237 01:21:53,510 --> 01:21:55,550 PRODUCER: Did you ever see that Wim Wenders film, 1238 01:21:55,680 --> 01:21:56,840 "Until the End of the World"? 1239 01:21:56,970 --> 01:22:00,970 TURKLE: Yes, I love that. People fall in love with their dreams, 1240 01:22:01,100 --> 01:22:04,770 and they walk around with hoods over their head 1241 01:22:04,900 --> 01:22:09,190 and screens in front of them, fascinated by their dreams. 1242 01:22:09,360 --> 01:22:13,480 MAN: By the time I came to rescue Claire, the only thing she cared about 1243 01:22:13,620 --> 01:22:16,980 was having fresh batteries for her video monitor. 1244 01:22:19,200 --> 01:22:20,870 TURKLE: It's a little bit like that. 1245 01:22:21,000 --> 01:22:25,080 It's a dream machine, and you become fascinated 1246 01:22:25,210 --> 01:22:29,120 by the world that you can find on these screens. 1247 01:22:30,510 --> 01:22:34,840 And the face of that technology was Steve Jobs. 1248 01:22:56,120 --> 01:23:00,160 MAN: What would you say about the responsibilities of power 1249 01:23:00,290 --> 01:23:03,620 once you've achieved a certain level of success? 1250 01:23:03,750 --> 01:23:07,160 Power? What is that? 1251 01:23:14,010 --> 01:23:16,470 # Your daddy, he's an outlaw 1252 01:23:16,680 --> 01:23:19,050 WOMAN: He found a loophole where if you lease a car, 1253 01:23:19,180 --> 01:23:22,970 you have a six-month grace period to put license plates on. 1254 01:23:23,100 --> 01:23:28,690 And so he leased the same car every six months, 1255 01:23:28,820 --> 01:23:30,980 to avoid putting license plates at all. 1256 01:23:31,150 --> 01:23:32,810 I think he told people 1257 01:23:32,940 --> 01:23:37,530 that it's because he didn't want people to identify him. 1258 01:23:37,660 --> 01:23:39,570 Well, there's nothing more identifiable 1259 01:23:39,700 --> 01:23:42,030 than a silver Mercedes with no license plate. 1260 01:23:42,160 --> 01:23:44,780 I mean, it screams "Steve Jobs" in the Valley. 1261 01:23:44,920 --> 01:23:48,700 MAN: Riding to work with Steve Jobs. 1262 01:23:48,840 --> 01:23:51,750 Riding to work with the good ol' Stevie. 1263 01:23:54,090 --> 01:23:57,710 Oh, look at that, he's in the carpool lane. 1264 01:23:57,840 --> 01:24:01,710 And it does give you a glimpse of how he thought he was above the law. 1265 01:24:01,850 --> 01:24:06,470 # He oversees his kingdom Where no stranger does intrude 1266 01:24:06,650 --> 01:24:09,480 # His voice It trembles as he calls out 1267 01:24:09,610 --> 01:24:12,140 # For another plate of food 1268 01:24:12,280 --> 01:24:15,730 # One more cup of coffee for the road 1269 01:24:15,860 --> 01:24:19,570 NARRATOR: Jobs also made it a habit to park his plateless Mercedes Benz 1270 01:24:19,700 --> 01:24:22,610 in handicap parking spots around the Apple campus. 1271 01:24:22,740 --> 01:24:23,910 (CAMERA SHUTTER CLICKS) 1272 01:24:24,040 --> 01:24:26,530 NARRATOR: It even became something of a pastime in the Valley, 1273 01:24:26,670 --> 01:24:29,450 to take a picture next to Steve's car. 1274 01:24:30,750 --> 01:24:34,840 # One more cup of coffee before I go 1275 01:24:34,970 --> 01:24:37,460 # To the valley below 1276 01:24:40,600 --> 01:24:41,630 (CAMERA SHUTTER CLICKS) 1277 01:24:41,760 --> 01:24:45,510 NARRATOR: He was a hero in the Valley because he made buckets of money, 1278 01:24:45,640 --> 01:24:47,050 but unlike Bill Gates, 1279 01:24:47,190 --> 01:24:50,970 Jobs told people that giving away money was a waste of time. 1280 01:24:51,110 --> 01:24:57,070 Under Jobs, Apple terminated its philanthropic programs. 1281 01:24:57,200 --> 01:25:00,310 Jobs kept acting as if Apple was a start-up, 1282 01:25:00,490 --> 01:25:04,780 but by 2010, it was one of the most valuable companies in the world. 1283 01:25:05,830 --> 01:25:09,370 Among the rich and famous, Jobs was a compelling character. 1284 01:25:09,540 --> 01:25:14,880 A counter-culture businessman. But what were his values as a citizen? 1285 01:25:15,010 --> 01:25:17,590 Was he interested in power to change the world 1286 01:25:17,720 --> 01:25:20,960 or the right to have power without responsibility? 1287 01:25:24,560 --> 01:25:27,260 PRODUCER: There was an experience where actually a couple of people 1288 01:25:27,390 --> 01:25:29,100 were fighting over you, were they not? 1289 01:25:29,230 --> 01:25:32,140 - Oh, man. I went to Palm. - Then a bunch of people went to Palm. 1290 01:25:32,270 --> 01:25:33,730 Yeah. Yeah. 1291 01:25:33,860 --> 01:25:36,520 - PRODUCER: Was Steve pissed off? - Oh, man. Yeah. 1292 01:25:36,650 --> 01:25:40,900 I gave my resignation. It went up the chain, like you do. 1293 01:25:41,030 --> 01:25:45,400 And just sure as hell, like 20 minutes later, 1294 01:25:45,580 --> 01:25:48,820 I get a call from Steve's admin, "Steve wants to see you." 1295 01:25:50,040 --> 01:25:53,200 He sits down. He just kind of sits there, and he looks at me. 1296 01:25:53,340 --> 01:25:56,750 And I start to kind of launch into my little spiel that I had planned, 1297 01:25:56,880 --> 01:26:01,000 and he says, "You know you fucked up Bluetooth, right?" 1298 01:26:01,130 --> 01:26:03,250 I just stopped. I'm like... 1299 01:26:03,470 --> 01:26:06,880 And then we go through this half-hour mind fuck. 1300 01:26:07,020 --> 01:26:09,220 It becomes very "Godfather" - esque. 1301 01:26:09,350 --> 01:26:12,560 You know, "You're part of my family, and Apple's my family, 1302 01:26:12,690 --> 01:26:14,390 and you don't want to leave my family." 1303 01:26:14,560 --> 01:26:18,480 And at the end, he says, "If you choose to leave my family," 1304 01:26:18,650 --> 01:26:23,320 should you decide to take so much as one member of my family away from me, 1305 01:26:23,450 --> 01:26:25,570 "I will personally take you down." 1306 01:26:26,700 --> 01:26:28,740 NARRATOR: To keep his family together, 1307 01:26:28,870 --> 01:26:33,710 Jobs was willing to let Apple bend or even break the law. 1308 01:26:33,830 --> 01:26:37,000 In 2011, a class-action lawsuit 1309 01:26:37,130 --> 01:26:40,420 filed by more than 64,000 Silicon Valley workers 1310 01:26:40,590 --> 01:26:44,830 revealed that Jobs, along with the CEOs of Google, Intel and Adobe 1311 01:26:44,970 --> 01:26:48,510 had colluded not to recruit each other's employees. 1312 01:26:48,680 --> 01:26:51,800 If you're working there at Apple, or wherever you're working, 1313 01:26:51,940 --> 01:26:54,890 you've got another company that you might move to 1314 01:26:55,020 --> 01:26:57,930 and take your expertise with you and earn more money at that company. 1315 01:26:58,070 --> 01:27:00,980 They won't accept your résumé. They won't return your phone calls. 1316 01:27:01,110 --> 01:27:03,650 Right. Because they won't let them poach each other. 1317 01:27:03,780 --> 01:27:06,190 - Correct. - That's not a legitimate situation. 1318 01:27:06,320 --> 01:27:08,190 You know what some of the strongest evidence was? 1319 01:27:08,330 --> 01:27:10,610 E-mails of the late, great Steve Jobs. 1320 01:27:10,750 --> 01:27:12,410 - Really? - Tons of them, yes. 1321 01:27:17,880 --> 01:27:20,840 NARRATOR: Less than a month after Google co-founder Sergey Brin 1322 01:27:20,960 --> 01:27:23,000 received this threat from Jobs, 1323 01:27:23,130 --> 01:27:28,670 Google circulated a "do not cold call" list that included Apple. 1324 01:27:28,810 --> 01:27:31,340 Two years later, Google tried again, 1325 01:27:31,470 --> 01:27:34,340 and Jobs e-mailed Google CEO Eric Schmidt 1326 01:27:34,480 --> 01:27:36,890 to remind him of their gentlemen's agreement. 1327 01:27:39,400 --> 01:27:41,730 Schmidt placated Jobs by assuring him 1328 01:27:41,860 --> 01:27:45,730 that the culprit would be fired within the hour. 1329 01:27:45,860 --> 01:27:48,570 When Jobs learned that the woman had been canned, 1330 01:27:48,830 --> 01:27:52,540 he showed his pleasure in two efficient keystrokes. 1331 01:27:58,170 --> 01:28:01,410 MAN: Someone's going to come out of the door. Do we want a shot of that? 1332 01:28:05,680 --> 01:28:08,170 WOMAN 1: Are you taking a picture of the inside? 1333 01:28:08,300 --> 01:28:10,760 WOMAN 2: We're taking a picture of the Apple logo on the door. 1334 01:28:10,890 --> 01:28:14,350 OK, we cannot have people taking pictures. 1335 01:28:14,480 --> 01:28:16,220 REPORTER: Tonight, a Wall Street scandal 1336 01:28:16,350 --> 01:28:19,190 has reached deep into an iconic American company, 1337 01:28:19,310 --> 01:28:20,850 the Apple Corporation. 1338 01:28:20,980 --> 01:28:23,440 It all centers on an alleged scheme 1339 01:28:23,570 --> 01:28:27,810 to under-report Apple's expenses by $40 million, 1340 01:28:27,950 --> 01:28:29,690 including $20 million 1341 01:28:29,820 --> 01:28:33,360 that went straight to the company's celebrity CEO Steve Jobs, 1342 01:28:33,540 --> 01:28:38,370 in the form of what are known as backdated options. 1343 01:28:38,500 --> 01:28:43,040 I first met Steve Jobs shortly after I became editor of Fortune magazine. 1344 01:28:44,090 --> 01:28:46,800 "And I said," Listen, we'd love to have a good relationship with Apple 1345 01:28:46,930 --> 01:28:47,930 and do stories about you." 1346 01:28:48,050 --> 01:28:50,630 And he said, "Look, this is how it's going to work." 1347 01:28:50,760 --> 01:28:52,920 "You know, you want to do a story about us, 1348 01:28:53,060 --> 01:28:56,930 you call us up, propose it, you know, we'll think about it." 1349 01:28:57,060 --> 01:28:59,930 "We'll basically come up with the ideas with you," 1350 01:29:00,060 --> 01:29:02,310 or come up with the ideas, we'll call you, 1351 01:29:02,440 --> 01:29:07,110 "we'll figure out who the writer is going to be on your staff to do the story." 1352 01:29:07,240 --> 01:29:11,360 And I said, "Well, you know, Steve, that's not really how we do things." 1353 01:29:11,490 --> 01:29:13,570 And he goes, "That's how you do things with Apple." 1354 01:29:14,580 --> 01:29:15,580 So I say to myself, 1355 01:29:15,660 --> 01:29:18,750 "Why don't we do a story about the stock options?" 1356 01:29:18,870 --> 01:29:21,240 "Because no one's really figured it out." 1357 01:29:21,380 --> 01:29:26,000 So, I decided to put one of our top investigative reporters on the story, 1358 01:29:26,130 --> 01:29:27,130 Peter Elkind. 1359 01:29:27,260 --> 01:29:30,670 Steve Jobs had a very talented group of key lieutenants around him. 1360 01:29:30,840 --> 01:29:35,130 And he wanted give his people stock option grants that were so big, 1361 01:29:35,270 --> 01:29:37,470 that they wouldn't even think about going somewhere else 1362 01:29:37,600 --> 01:29:39,510 because the upside was so enormous. 1363 01:29:39,640 --> 01:29:44,760 The key thing is if the stock goes up, 1364 01:29:44,900 --> 01:29:48,020 which we always hope it does, 1365 01:29:48,150 --> 01:29:53,440 then the golden handcuffs are dramatically increased, 1366 01:29:53,580 --> 01:29:56,780 which is what I was hoping would happen. 1367 01:29:57,660 --> 01:29:59,870 NARRATOR: To make those option deals even sweeter, 1368 01:30:00,000 --> 01:30:04,210 companies would allow executives to buy stock on dates in the past 1369 01:30:04,340 --> 01:30:05,500 when the price was low 1370 01:30:05,630 --> 01:30:08,590 so executives could make millions in the blink of an eye. 1371 01:30:08,720 --> 01:30:10,500 This was called "backdating." 1372 01:30:10,630 --> 01:30:12,470 And it seemed like the perfect solution, 1373 01:30:12,680 --> 01:30:13,680 except for one thing. 1374 01:30:13,850 --> 01:30:17,090 If not properly reported, backdating is illegal. 1375 01:30:17,220 --> 01:30:20,720 200 US public companies are under investigation 1376 01:30:20,890 --> 01:30:25,060 over charges of backdated stock options for their senior executives. 1377 01:30:26,440 --> 01:30:28,270 NARRATOR: Backdating was a dicey game, 1378 01:30:28,400 --> 01:30:31,060 and it landed several executives in jail for fraud, 1379 01:30:31,200 --> 01:30:34,690 but it became a frequent practice at Apple under Jobs. 1380 01:30:34,870 --> 01:30:37,280 ELKIND: Apple eventually conducted an internal investigation 1381 01:30:37,410 --> 01:30:38,700 and found thousands of cases 1382 01:30:38,870 --> 01:30:41,080 where stock options had been handled inappropriately. 1383 01:30:41,210 --> 01:30:43,740 None of that had taken place according to the company's own report 1384 01:30:44,000 --> 01:30:46,210 before Steve Jobs had returned there. 1385 01:30:46,340 --> 01:30:49,370 A key advisor on many of the troubled backdating schemes 1386 01:30:49,510 --> 01:30:53,130 was a powerful Silicon Valley attorney, Larry Sonsini. 1387 01:30:53,260 --> 01:30:55,340 ELKIND: Larry Sonsini had kind of 1388 01:30:55,470 --> 01:30:57,630 spread this dark art in the world of Silicon Valley. 1389 01:30:57,760 --> 01:31:01,510 He's the guy who whispered to the CEOs of all the top tech companies, 1390 01:31:01,680 --> 01:31:03,180 "Here's how you can do this." 1391 01:31:03,310 --> 01:31:06,050 He was certainly very close to Steve Jobs. 1392 01:31:06,190 --> 01:31:09,680 NARRATOR: Sonsini had known Jobs since Apple went public in 1980 1393 01:31:09,860 --> 01:31:13,440 and had been a board member at Pixar when it created a vast program 1394 01:31:13,570 --> 01:31:16,780 of brazenly backdated options for top executives. 1395 01:31:16,950 --> 01:31:19,740 Yet despite Jobs's long history with backdating, 1396 01:31:19,870 --> 01:31:23,240 Apple's own investigation, led by Al Gore, 1397 01:31:23,370 --> 01:31:26,160 absolved Jobs of any wrongdoing. 1398 01:31:26,290 --> 01:31:29,000 ELKIND: Their conclusion was that Steve Jobs didn't appreciate 1399 01:31:29,130 --> 01:31:31,670 the accounting implications of the issue. 1400 01:31:31,800 --> 01:31:34,960 MAN: I know you're not an accountant, but do you have an understanding 1401 01:31:35,140 --> 01:31:38,750 as to what generally accepted accounting principles are? 1402 01:31:38,930 --> 01:31:40,590 Not really. 1403 01:31:40,720 --> 01:31:42,560 NARRATOR: Jobs's accounting naiveté 1404 01:31:42,680 --> 01:31:45,550 would be challenged by his own CFO, Fred Anderson. 1405 01:31:45,690 --> 01:31:48,150 A hero during Apple's comeback, 1406 01:31:48,270 --> 01:31:52,770 Anderson was one exec who took the fall for backdating. 1407 01:31:52,940 --> 01:31:56,060 MAN: As Apple's chief financial officer, Mr Anderson, 1408 01:31:56,200 --> 01:31:59,440 you had overall responsibility to ensure that the company 1409 01:31:59,580 --> 01:32:03,240 complied with all financial reporting requirements, true? 1410 01:32:03,370 --> 01:32:05,490 On advice of council, 1411 01:32:05,620 --> 01:32:09,710 I decline to answer based on my Fifth Amendment rights. 1412 01:32:09,840 --> 01:32:11,420 NARRATOR: When the SEC investigated, 1413 01:32:11,550 --> 01:32:14,760 Apple effectively threw Anderson under the bus. 1414 01:32:14,920 --> 01:32:17,260 He was forced to resign from Apple's board 1415 01:32:17,390 --> 01:32:20,550 and to pay $3.6 million in penalties. 1416 01:32:20,680 --> 01:32:24,420 But in a very unusual statement, Anderson's lawyer made it clear 1417 01:32:24,560 --> 01:32:28,970 that Fred had relied on statements by Jobs that turned out to be false 1418 01:32:29,110 --> 01:32:32,970 and that Anderson had explained the dangers of backdating to Jobs. 1419 01:32:33,110 --> 01:32:37,700 Now, this contradicted exactly what Jobs and the company had maintained 1420 01:32:37,820 --> 01:32:40,360 which was that Steve Jobs didn't appreciate why this was a problem. 1421 01:32:40,490 --> 01:32:43,070 ELKIND: I think the notion that Steve Jobs knew nothing 1422 01:32:43,200 --> 01:32:45,740 and Fred Anderson and Nancy Heinen were entirely responsible 1423 01:32:46,000 --> 01:32:47,000 is ridiculous. 1424 01:32:48,120 --> 01:32:49,490 REPORTER: The company has confirmed 1425 01:32:49,630 --> 01:32:52,620 that Jobs himself was awarded backdated options 1426 01:32:52,750 --> 01:32:55,750 that carried a false date in October 2001. 1427 01:32:55,880 --> 01:32:58,720 According to Apple's own report to the SEC, 1428 01:32:58,840 --> 01:33:03,300 "The award was" improperly recorded as occurring at a special board meeting 1429 01:33:03,430 --> 01:33:07,020 when in fact such a board meeting did not occur." 1430 01:33:07,140 --> 01:33:13,110 NARRATOR: A fictitious board meeting that awarded Jobs 7.5 million options. 1431 01:33:13,230 --> 01:33:15,190 Just what was going on? 1432 01:33:15,320 --> 01:33:17,310 At first, all fingers pointed 1433 01:33:17,450 --> 01:33:20,110 to another member of the Apple comeback team, 1434 01:33:20,240 --> 01:33:21,900 General Counsel Nancy Heinen, 1435 01:33:22,080 --> 01:33:25,660 who had certified the minutes of the phony board meeting. 1436 01:33:25,790 --> 01:33:29,030 Like Anderson, Heinen would settle with the SEC 1437 01:33:29,170 --> 01:33:31,830 without admitting or denying guilt. 1438 01:33:32,000 --> 01:33:37,290 But her silence raised questions. Would she have just decided on her own 1439 01:33:37,420 --> 01:33:42,040 to fake a board meeting in order to enrich Steve Jobs? 1440 01:33:42,180 --> 01:33:44,220 Who wanted this done? 1441 01:33:45,720 --> 01:33:51,220 As we've seen in the discussions of the past hour, 1442 01:33:51,350 --> 01:33:56,100 I spent a lot of time trying to take care of people at Apple 1443 01:33:56,230 --> 01:34:03,110 and to, you know, surprise and delight them 1444 01:34:03,240 --> 01:34:08,490 with what a career at Apple could mean to them and their families. 1445 01:34:09,460 --> 01:34:13,500 And I felt that the board wasn't really doing the same with me. 1446 01:34:13,630 --> 01:34:17,460 - MAN: Right. - So I was... 1447 01:34:20,840 --> 01:34:24,710 hurt, I suppose would be the most accurate word. 1448 01:34:24,850 --> 01:34:28,140 I'd been working, you know, I don't know, 1449 01:34:28,270 --> 01:34:30,760 four years, five years of my life, 1450 01:34:30,890 --> 01:34:34,730 and not seeing my family very much and stuff. 1451 01:34:34,860 --> 01:34:37,310 And I just felt like 1452 01:34:37,440 --> 01:34:40,280 there's nobody looking out for me here, you know? 1453 01:34:40,400 --> 01:34:41,560 Right. OK. 1454 01:34:41,700 --> 01:34:47,990 So, I wanted them to do something, and so we talked about it. 1455 01:34:48,160 --> 01:34:51,280 NOCERA: There's no question that the directives came from him. 1456 01:34:51,410 --> 01:34:53,750 Yet, when the SEC investigated, 1457 01:34:53,880 --> 01:34:57,120 it was as if he was immune. 1458 01:34:58,170 --> 01:35:02,090 I'd wished they'd have come to me and said, 1459 01:35:02,220 --> 01:35:05,840 "Steve, we've got this new grant for you," 1460 01:35:05,970 --> 01:35:08,840 without me having to suggest anything 1461 01:35:08,970 --> 01:35:13,090 or be involved in anything or negotiate anything. 1462 01:35:13,230 --> 01:35:16,270 That would have been much better from the company's point of view 1463 01:35:16,400 --> 01:35:23,190 because it would have made me feel better at that time. 1464 01:35:25,030 --> 01:35:26,820 NARRATOR: According to one analyst, 1465 01:35:26,950 --> 01:35:28,910 if Jobs had gone to jail for backdating, 1466 01:35:29,040 --> 01:35:33,000 the company's value would have dropped by $22 billion. 1467 01:35:35,670 --> 01:35:38,120 But Jobs was Apple's indispensable man, 1468 01:35:38,250 --> 01:35:43,500 and Apple, Silicon Valley's indispensable company. 1469 01:35:43,630 --> 01:35:47,130 A cornerstone of the entire American economy. 1470 01:35:47,260 --> 01:35:50,000 But just how American was Apple? 1471 01:35:50,180 --> 01:35:51,470 (GAVEL BANGING) 1472 01:35:51,640 --> 01:35:54,380 MAN: Do you swear that the testimony you're about to give will be... 1473 01:35:54,520 --> 01:35:56,980 NARRATOR: When the US Senate questioned Jobs's successor, 1474 01:35:57,150 --> 01:35:59,640 Tim Cook, about the company's tax practices, 1475 01:35:59,770 --> 01:36:03,230 many of the subcommittee members took a moment to state, 1476 01:36:03,360 --> 01:36:08,230 for the record, just how tough they were willing to be. 1477 01:36:08,370 --> 01:36:13,910 I love Apple, and I'm very proud of Apple as an American company. 1478 01:36:14,040 --> 01:36:17,450 Apple is an American success story. 1479 01:36:17,670 --> 01:36:22,540 Its products are justifiably well-known and used throughout the world. 1480 01:36:22,670 --> 01:36:26,010 Just like millions around the world, I carry an iPhone in my pocket. 1481 01:36:26,180 --> 01:36:28,010 What may not be so well-known 1482 01:36:28,180 --> 01:36:32,550 is that Apple also has a highly developed tax-avoidance system, 1483 01:36:32,680 --> 01:36:36,720 a system through which it has amassed more than $100 billion 1484 01:36:36,850 --> 01:36:39,770 in off-shore cash in a tax haven. 1485 01:36:39,900 --> 01:36:41,810 (IRISH MUSIC PLAYING) 1486 01:36:41,940 --> 01:36:45,310 NARRATOR: Apple found its tax haven in the green fields of Ireland 1487 01:36:45,450 --> 01:36:49,440 where Jobs and his team set up holding companies in the early 1980s. 1488 01:36:49,570 --> 01:36:52,610 The scheme is known as a "Double Irish". 1489 01:36:53,830 --> 01:36:55,540 REPORTER: Holly Hill industrial estate 1490 01:36:55,660 --> 01:36:58,370 can scarcely be compared to California's Silicon Valley. 1491 01:36:58,500 --> 01:37:02,710 There is the feeling that Apple of Cork may become something of a Silicon Hill. 1492 01:37:07,550 --> 01:37:13,090 NARRATOR: Today, Apple holds more than $137 billion of its profits overseas. 1493 01:37:13,260 --> 01:37:18,230 Much of it in two small Irish companies, one with no employees. 1494 01:37:18,350 --> 01:37:22,520 While the actual cash is held and invested by New York banks, 1495 01:37:22,650 --> 01:37:26,480 the paper profits are steered through an office park in Reno, Nevada, 1496 01:37:26,610 --> 01:37:31,400 and then back to the Emerald Isle where it's taxed at rates less than 1%. 1497 01:37:32,530 --> 01:37:34,740 Senator, we're proud that all of our R&D, 1498 01:37:34,870 --> 01:37:36,950 or the vast majority of it, is in the United States. 1499 01:37:37,080 --> 01:37:40,160 LEVIN: I know, but the profits that result from it are sitting in Ireland 1500 01:37:40,330 --> 01:37:44,000 in corporations that you control that don't pay taxes. 1501 01:37:44,170 --> 01:37:48,630 Part of the mythology of these new companies 1502 01:37:48,760 --> 01:37:53,840 was that they in some way reflected something about America. 1503 01:37:55,260 --> 01:37:58,970 Both Google and Apple have played on the idea 1504 01:37:59,100 --> 01:38:02,390 of political virtue as part of selling their company. 1505 01:38:02,520 --> 01:38:09,320 So then to find out they weren't about political virtue is distressing. 1506 01:38:14,200 --> 01:38:19,160 NARRATOR: Steve Jobs said he wanted to change the world, but into what? 1507 01:38:20,290 --> 01:38:23,910 Companies all over the world make choices on how to treat workers, 1508 01:38:24,040 --> 01:38:27,040 what to give back and where to put their money. 1509 01:38:27,170 --> 01:38:29,330 What were Steve's choices? 1510 01:38:29,470 --> 01:38:32,580 In meditation, he found simplicity. 1511 01:38:32,720 --> 01:38:38,340 He loved the idea of "Be Here Now." But where was "here?" 1512 01:38:39,890 --> 01:38:43,010 STEWARDESS: Ladies and gentlemen, we have just landed 1513 01:38:43,150 --> 01:38:46,230 at Beijing International Airport. 1514 01:38:53,610 --> 01:38:56,820 KANE: I thought it was important to cover China 1515 01:38:56,950 --> 01:39:01,410 because Apple has all of its products made there. 1516 01:39:01,540 --> 01:39:04,450 I mean, they design their own products, 1517 01:39:04,580 --> 01:39:06,920 but the manufacturing is done in China, 1518 01:39:07,040 --> 01:39:10,910 and so it's caught up in another country's industrial revolution. 1519 01:39:11,050 --> 01:39:13,790 And a lot of that is out of Apple's control. 1520 01:39:13,930 --> 01:39:15,760 (INDISTINCT CHATTER) 1521 01:39:15,930 --> 01:39:17,640 (SIREN WAILS) 1522 01:39:19,810 --> 01:39:22,850 NARRATOR: Four workers died and 77 were wounded 1523 01:39:22,980 --> 01:39:26,060 in explosions at two Apple supplier factories 1524 01:39:26,190 --> 01:39:28,270 caused by careless safety procedures. 1525 01:39:29,650 --> 01:39:31,890 The solvents used to sparkle Apple's touch screens 1526 01:39:32,030 --> 01:39:35,520 were powerful but dangerous, causing nerve damage 1527 01:39:35,660 --> 01:39:39,570 that led to weakness and loss of touch in workers. 1528 01:39:39,700 --> 01:39:44,450 They complained about low wages and pressure to meet Apple's deadlines. 1529 01:39:45,500 --> 01:39:48,290 In the Chinese factories of many tech companies, 1530 01:39:48,460 --> 01:39:50,420 copper, chromium and other heavy metals 1531 01:39:50,550 --> 01:39:54,510 saturate the run-off that flows into local waterways. 1532 01:39:54,630 --> 01:39:56,800 Sometimes chemical levels are so high 1533 01:39:56,930 --> 01:39:59,760 that sewage treatment plants can't adequately clean the water 1534 01:39:59,890 --> 01:40:01,970 for it ever to be used again. 1535 01:40:04,060 --> 01:40:09,560 In 2010, Chinese activist Ma Jun contacted all the tech manufacturers 1536 01:40:09,690 --> 01:40:13,650 to discuss the issue and even wrote to Jobs personally. 1537 01:40:13,780 --> 01:40:18,070 All the companies ultimately responded except one. Apple. 1538 01:40:18,200 --> 01:40:20,860 It wasn't until Jobs left the company 1539 01:40:20,990 --> 01:40:24,200 that Apple even agreed to speak to Ma Jun. 1540 01:40:30,130 --> 01:40:32,410 KANE: Foxconn is Apple's top supplier, 1541 01:40:32,550 --> 01:40:36,920 so it all goes downhill from there in terms of the standards, 1542 01:40:37,050 --> 01:40:38,630 in terms of everything. 1543 01:40:40,680 --> 01:40:43,800 These young people come from the countryside 1544 01:40:43,930 --> 01:40:49,430 under unimaginably poor conditions, looking for a better life. 1545 01:40:54,320 --> 01:40:57,060 NARRATOR: Sun Danyong, nicknamed Yong, 1546 01:40:57,200 --> 01:40:59,980 came to Foxconn from a small mountain village. 1547 01:41:02,620 --> 01:41:04,830 Placed in the product communications department, 1548 01:41:04,950 --> 01:41:08,320 he was responsible for the security of iPhone prototypes 1549 01:41:08,580 --> 01:41:11,070 bound for Apple's headquarters in Silicon Valley. 1550 01:41:11,210 --> 01:41:17,500 In 2009, an iPhone 4 prototype went missing on Yong's watch. 1551 01:41:24,890 --> 01:41:28,630 KANE: Sun Danyong was the first factory worker 1552 01:41:28,770 --> 01:41:31,180 who came under the spotlight. 1553 01:41:31,310 --> 01:41:37,530 What makes his story incredibly vivid is that in today's day and age, 1554 01:41:37,650 --> 01:41:41,190 there's CCTV cameras recording where his movements were. 1555 01:41:41,320 --> 01:41:45,940 He had a conversation with his friends on the Chinese Twitter site, 1556 01:41:46,080 --> 01:41:49,990 and you could really track what had happened. 1557 01:41:51,000 --> 01:41:53,160 NARRATOR: Yong searched high and low for the prototype 1558 01:41:53,380 --> 01:41:56,540 before reporting it missing to Foxconn security. 1559 01:41:57,260 --> 01:42:00,420 That evening, officials took him into an interrogation room 1560 01:42:00,590 --> 01:42:02,050 where he was assaulted 1561 01:42:02,180 --> 01:42:05,760 and was told police would arrive the next morning to question him. 1562 01:42:06,810 --> 01:42:11,100 Yong was finally permitted to leave the factory at 10:41pm. 1563 01:42:11,230 --> 01:42:13,600 He wandered to an internet cafe 1564 01:42:13,730 --> 01:42:16,940 where he chatted online with his friends. 1565 01:42:32,920 --> 01:42:35,790 He logged off around 1:30 in the morning. 1566 01:42:37,170 --> 01:42:40,040 Soon after, security cameras spotted him in an elevator 1567 01:42:40,170 --> 01:42:42,960 in his apartment complex. 1568 01:42:43,090 --> 01:42:46,340 He got out on the 12th floor and texted his girlfriend. 1569 01:43:03,070 --> 01:43:09,870 At 3:33am, security cameras recorded Sun Danyong jumping to his death. 1570 01:43:15,790 --> 01:43:19,660 KANE: Over a period of two years or so, there were 18 suicides. 1571 01:43:19,800 --> 01:43:25,130 Foxconn set up these nets to catch people who fall off. 1572 01:43:25,260 --> 01:43:27,550 People were jumping off of the buildings, 1573 01:43:27,680 --> 01:43:29,970 so they were going to prevent people from dying 1574 01:43:30,100 --> 01:43:33,140 by having safety nets to catch them. 1575 01:43:39,110 --> 01:43:41,940 You know, they've had, if you count the attempted suicides, 1576 01:43:42,070 --> 01:43:44,030 13 so far this year. 1577 01:43:44,150 --> 01:43:49,870 And while that is still... They have 400,000 people at this place. 1578 01:43:49,990 --> 01:43:53,990 So, 13 out of 400,000 is 26 per year so far. 1579 01:43:54,120 --> 01:44:00,250 For 400,000 people or, you know, let's say seven per 100,000 people, 1580 01:44:00,380 --> 01:44:04,460 that's still under the US suicide rate of 11 per 100,000 people, 1581 01:44:04,630 --> 01:44:06,250 but it's really troubling. 1582 01:44:06,390 --> 01:44:08,300 WOMAN: Right. It's in one place, too. 1583 01:44:08,430 --> 01:44:10,840 Well, you measure it by number of people. 1584 01:44:11,060 --> 01:44:14,970 You measure it by numbers of people. So, we're all over this. 1585 01:44:15,100 --> 01:44:18,850 And it's... It's very troubling. 1586 01:44:18,980 --> 01:44:22,470 So, we're over there trying to understand what's happening, 1587 01:44:22,650 --> 01:44:25,140 and more importantly, trying to understand how we can help. 1588 01:44:31,160 --> 01:44:34,870 NARRATOR: Apple isn't the only company to manufacture in China, 1589 01:44:35,040 --> 01:44:38,950 but it is different in one way. Its enormous profit margin. 1590 01:44:39,080 --> 01:44:43,170 The profit on every iPhone 4 was over $300. 1591 01:44:43,340 --> 01:44:48,260 Yet Apple paid its Chinese workforce less than $12 per phone. 1592 01:44:48,390 --> 01:44:52,100 If Jobs had really "thought different," shouldn't he have cared more 1593 01:44:52,220 --> 01:44:54,050 about the people who touched the iPhones 1594 01:44:54,180 --> 01:44:58,180 before they appeared in the hands of Apple's customers? 1595 01:45:06,280 --> 01:45:10,110 NOCERA: When I was writing critical stories about Apple, 1596 01:45:10,240 --> 01:45:13,400 the mail would be 80% hate mail. 1597 01:45:15,700 --> 01:45:21,290 Even the most reasoned, judicious criticism 1598 01:45:21,420 --> 01:45:27,540 about labor practices in China, for crying out loud, it didn't matter. 1599 01:45:27,720 --> 01:45:30,210 People didn't want to hear it. 1600 01:45:30,340 --> 01:45:34,090 They loved this company. They loved its products. 1601 01:45:34,220 --> 01:45:37,840 They loved the status symbol of having these things in their hand 1602 01:45:37,980 --> 01:45:41,390 and looking at it all the time, and it just felt cool, 1603 01:45:41,520 --> 01:45:46,270 and they'd stood in line for two days to buy one, 1604 01:45:46,400 --> 01:45:48,820 and they didn't want to hear it. 1605 01:45:54,580 --> 01:45:57,910 NARRATOR: I was one of those people who had to have an iPhone. 1606 01:45:58,040 --> 01:46:00,750 I didn't want to hear about other products, 1607 01:46:00,870 --> 01:46:02,620 and I believed against all reason 1608 01:46:02,790 --> 01:46:06,160 that owning an iPhone made me part of something better. 1609 01:46:06,300 --> 01:46:10,130 And when it was in my pocket, for every idle moment, 1610 01:46:10,260 --> 01:46:14,670 my hand was drawn to it, like Frodo's hand to the ring. 1611 01:46:15,560 --> 01:46:18,550 NOCERA: The real magic of it is that these myths 1612 01:46:18,680 --> 01:46:24,150 are surrounding a company that makes phones. 1613 01:46:25,650 --> 01:46:28,060 A phone is not a mythical device. 1614 01:46:29,240 --> 01:46:31,230 Um... 1615 01:46:31,360 --> 01:46:38,990 And it sort of makes you wonder less about Apple than about us. 1616 01:46:40,710 --> 01:46:44,000 NOCERA: The myth-making around technology in general 1617 01:46:44,130 --> 01:46:51,000 allows the technologist to do things that would be viewed as heinous 1618 01:46:51,130 --> 01:46:54,300 if they were done by other kinds of companies. 1619 01:46:56,310 --> 01:46:58,550 JOBS: This is a story that's amazing. 1620 01:46:58,680 --> 01:47:03,180 It's got theft, it's got buying stolen property, it's got extortion. 1621 01:47:03,310 --> 01:47:05,980 I'm sure there's sex in there somewhere, you know? 1622 01:47:06,110 --> 01:47:07,470 - (LAUGHTER) - MAN: Really? 1623 01:47:07,610 --> 01:47:10,600 So somebody should make a movie out of this. 1624 01:47:10,740 --> 01:47:13,190 NARRATOR: If you were to make a movie about it, 1625 01:47:13,320 --> 01:47:16,820 the first scene would be set in a beer garden in Silicon Valley. 1626 01:47:16,950 --> 01:47:19,740 As he swilled a few steins of Pilsner, 1627 01:47:19,910 --> 01:47:23,370 Apple's Gray Powell was testing out a new iPhone prototype. 1628 01:47:25,250 --> 01:47:28,740 But when Powell staggered out of the bar, he forgot one thing. 1629 01:47:28,920 --> 01:47:30,660 The iPhone. 1630 01:47:30,840 --> 01:47:35,960 It was found on a bar stool by a college student named Brian Hogan. 1631 01:47:37,300 --> 01:47:39,220 MAN: And this e-mail comes into our tip box, 1632 01:47:39,350 --> 01:47:43,680 and there was this guy claiming that he had this new iPhone prototype. 1633 01:47:43,850 --> 01:47:48,020 Getting inside Apple's security fort, 1634 01:47:48,150 --> 01:47:50,610 and look at something that is under wrap. 1635 01:47:50,730 --> 01:47:54,570 But back then, when Steve Jobs was at the helm and in his full power, 1636 01:47:54,700 --> 01:47:56,690 it was impossible to get anything from them. 1637 01:47:56,870 --> 01:47:58,780 It was incredibly exciting. 1638 01:47:58,950 --> 01:48:01,860 At that point, Apple didn't have a whole lot of leaks. 1639 01:48:02,000 --> 01:48:04,990 And then I go to Nick and I say, 1640 01:48:05,120 --> 01:48:08,210 "We think it's the real thing, and they want their money." 1641 01:48:08,340 --> 01:48:10,330 And Nick said, "Anything you want." 1642 01:48:10,460 --> 01:48:14,250 For us, there's no question as to whether we write the story or not. 1643 01:48:14,380 --> 01:48:17,550 That's what was so disturbing, I think, to Steve Jobs, 1644 01:48:17,680 --> 01:48:19,920 was that he'd been used to having 1645 01:48:20,060 --> 01:48:22,470 a much more controlled relationship with the press. 1646 01:48:22,600 --> 01:48:25,310 Our plan was to take pictures of it, 1647 01:48:25,440 --> 01:48:28,640 write about it, and then return it back to Apple. 1648 01:48:28,770 --> 01:48:31,310 Hey, I'm Jason Chen. This is the new iPhone. 1649 01:48:31,440 --> 01:48:33,480 Here are some of the new features. 1650 01:48:33,610 --> 01:48:37,020 DIAZ: In the beginning, it was OK. Only nerds looking at it, I guess. 1651 01:48:37,160 --> 01:48:38,570 And then the story started to pick up. 1652 01:48:38,700 --> 01:48:40,530 (MOUSE CLICKING) 1653 01:48:40,660 --> 01:48:43,990 You know, it was the biggest scoop in tech in history. 1654 01:48:44,120 --> 01:48:46,200 ("MARIMBA" RINGTONE PLAYS) 1655 01:48:46,370 --> 01:48:49,460 "Hi, this is Steve Jobs. I want my phone back." 1656 01:48:49,590 --> 01:48:51,700 And it was in a really charming voice. 1657 01:48:51,840 --> 01:48:56,080 And it's same way you'd ask for, you know, a hat you'd lent a friend. 1658 01:48:56,220 --> 01:49:00,930 I'd met him a couple of times before. It was his voice, unmistakably. 1659 01:49:01,050 --> 01:49:02,550 He said, "You know, I'm not mad at you." 1660 01:49:02,680 --> 01:49:04,720 "It's someone we worked with who lost it." 1661 01:49:04,850 --> 01:49:06,840 "But you've had your fun, and we need this phone back 1662 01:49:07,020 --> 01:49:08,640 before it gets into the wrong hands." 1663 01:49:08,770 --> 01:49:12,260 And at that point, I was thinking, "Isn't it already in the wrong hands?" 1664 01:49:17,700 --> 01:49:22,030 Nick at that moment said, "Ask for a letter." 1665 01:49:22,160 --> 01:49:24,150 "Ask for an official letter asking for it." 1666 01:49:24,290 --> 01:49:26,820 "We need the actual confirmation that this is the real thing." 1667 01:49:27,040 --> 01:49:30,080 LAM: The next call, he said he didn't want to claim it. 1668 01:49:30,210 --> 01:49:32,370 He really changed his tone at that point, 1669 01:49:32,500 --> 01:49:35,120 because it would affect the sales of the current model, 1670 01:49:35,340 --> 01:49:37,050 which is kind of disappointing, you know? 1671 01:49:37,170 --> 01:49:39,670 You hear all these stories about this guy not caring about money. 1672 01:49:39,800 --> 01:49:42,210 And he goes, "This is some serious shit." 1673 01:49:42,350 --> 01:49:45,260 "If I have to serve you papers, I'm coming for something, 1674 01:49:45,390 --> 01:49:48,220 and it's going to mean someone in your organization is going to go to jail." 1675 01:49:48,350 --> 01:49:51,440 For a reporter who's got a chip on his shoulder against corporations, 1676 01:49:51,560 --> 01:49:55,180 that's like, "Martyr me. Please, martyr me." 1677 01:49:55,320 --> 01:49:59,400 "I'll go to jail for an iPhone. Like, really." 1678 01:49:59,530 --> 01:50:03,360 He called back later and he said, "OK, we'll get you the letter," 1679 01:50:03,490 --> 01:50:05,700 and he was just resigned and cold. 1680 01:50:05,830 --> 01:50:08,870 DIAZ: So, they sent us the letter, and they sent a lawyer from Apple 1681 01:50:09,040 --> 01:50:11,370 to Jason's house to pick up the phone. 1682 01:50:11,500 --> 01:50:13,710 It was a very cold exchange. 1683 01:50:13,880 --> 01:50:16,420 He said, "I believe you have something of mine," or something. 1684 01:50:16,550 --> 01:50:19,630 And I handed it to him, and he said, "Thank you very much," and he left. 1685 01:50:19,760 --> 01:50:22,630 PRODUCER: Was that the end of it, as far as Apple was concerned? 1686 01:50:22,760 --> 01:50:24,090 No, of course not. 1687 01:50:24,220 --> 01:50:27,840 (CHUCKLES) Then all the nightmares started. 1688 01:50:30,890 --> 01:50:32,850 (SPEAKING IN KOREAN) 1689 01:50:43,740 --> 01:50:46,030 (LAUGHTER) 1690 01:50:46,240 --> 01:50:48,780 (CHEERS AND APPLAUSE) 1691 01:50:54,920 --> 01:50:58,660 The cops had to bash in the guy's door? 1692 01:50:58,800 --> 01:51:02,090 Don't they know there's an app for that? 1693 01:51:02,220 --> 01:51:04,580 DENTON: Anyone who'd worked with Jobs before 1694 01:51:04,720 --> 01:51:07,840 would know of other instances where he'd been a bully. 1695 01:51:07,970 --> 01:51:10,760 But this was probably the most public evidence of bullying. 1696 01:51:11,980 --> 01:51:15,600 CHEN: My wife and I went out for dinner. We came back home, 1697 01:51:15,730 --> 01:51:18,270 and we noticed the garage door was slightly opened. 1698 01:51:18,400 --> 01:51:21,770 You know, and I was wondering, "What's going on?" 1699 01:51:21,900 --> 01:51:24,650 And I opened it all the way, and I noticed there were people inside. 1700 01:51:24,820 --> 01:51:28,320 And I thought, you know, "Holy crap, I'm being robbed." 1701 01:51:28,450 --> 01:51:30,910 And then I looked closer and realized it was cops. 1702 01:51:33,210 --> 01:51:35,910 NARRATOR: The cops seized boxes of Chen's personal property 1703 01:51:36,080 --> 01:51:38,830 including four computers, two cellphones 1704 01:51:38,960 --> 01:51:41,550 and a box of his business cards. 1705 01:51:43,300 --> 01:51:48,340 For the Gizmodo movie, this raised questions of plot and motivation. 1706 01:51:48,470 --> 01:51:53,390 Why break down Chen's door after he returned the iPhone? 1707 01:51:53,520 --> 01:51:57,560 CHEN: They showed me the warrant to search the premises and said, 1708 01:51:57,690 --> 01:51:59,480 "We're part of the REACT team." 1709 01:51:59,610 --> 01:52:02,730 After they searched the house, obviously I went and Googled it. 1710 01:52:02,860 --> 01:52:04,900 NARRATOR: The officers who raided Chen's apartment 1711 01:52:05,030 --> 01:52:08,570 were part of a little-known criminal task force called REACT, 1712 01:52:08,700 --> 01:52:11,910 composed of local, state and federal officials 1713 01:52:12,040 --> 01:52:15,530 on the lookout for corporate espionage in Silicon Valley. 1714 01:52:17,540 --> 01:52:20,460 My initial response was, "This is cool. It's Apple." 1715 01:52:21,550 --> 01:52:23,330 NARRATOR: Chris Feasel was the deputy DA 1716 01:52:23,470 --> 01:52:26,000 advising REACT on the case. 1717 01:52:26,180 --> 01:52:28,170 After the raid on Chen's apartment, 1718 01:52:28,300 --> 01:52:31,640 Feasel was received at Apple by Jobs himself. 1719 01:52:31,770 --> 01:52:35,810 He was very, very nice, very high-energy. 1720 01:52:36,770 --> 01:52:39,850 We had a back-and-forth about what he wanted to see happen 1721 01:52:39,980 --> 01:52:42,470 versus what some of the realities were about doing a prosecution. 1722 01:52:42,610 --> 01:52:46,730 He was very supportive about whatever choices that we made on the case. 1723 01:52:46,860 --> 01:52:48,900 MAN: Where do people come down on this? 1724 01:52:49,030 --> 01:52:51,950 - Where do you come down on it? - Well, I can just tell you what... 1725 01:52:52,080 --> 01:52:58,420 There is an ongoing investigation by the DA, and I'm not current on it. 1726 01:52:58,540 --> 01:53:02,080 He was very involved in it and very interested in it 1727 01:53:02,210 --> 01:53:03,790 and wanted to be kept abreast 1728 01:53:03,920 --> 01:53:06,160 about what was going on in the investigation. 1729 01:53:07,090 --> 01:53:10,590 NARRATOR: Jobs had every reason to expect that he would be kept informed 1730 01:53:10,720 --> 01:53:13,760 because REACT wasn't a purely government agency. 1731 01:53:13,890 --> 01:53:15,220 It had a steering committee 1732 01:53:15,390 --> 01:53:19,350 composed of many of the major companies in the Valley. 1733 01:53:19,520 --> 01:53:22,940 In a town so completely dominated by the tech industry, 1734 01:53:23,070 --> 01:53:25,430 had law enforcement become the muscle 1735 01:53:25,570 --> 01:53:27,980 for the largest corporations in the world? 1736 01:53:31,410 --> 01:53:38,500 FEASEL: He was very, very adamant and very passionate about his creation. 1737 01:53:38,620 --> 01:53:42,290 And the only analogy I can think of is if somebody stole your baby, 1738 01:53:42,460 --> 01:53:44,330 you would be very upset about it. 1739 01:53:44,550 --> 01:53:49,010 That's how Mr Jobs felt. Somebody had taken his baby. 1740 01:53:51,510 --> 01:53:53,470 NARRATOR: In spite of pressure from Apple, 1741 01:53:53,600 --> 01:53:56,590 the DA decided not to pursue the charges against Chen 1742 01:53:56,730 --> 01:53:59,390 because he hadn't received stolen property. 1743 01:53:59,520 --> 01:54:01,730 He was a journalist doing a story. 1744 01:54:03,110 --> 01:54:06,940 When this whole thing with Gizmodo happened, 1745 01:54:07,070 --> 01:54:11,860 I got a lot of advice from people that said, 1746 01:54:11,990 --> 01:54:18,280 "You shouldn't go after a journalist because they bought stolen property, 1747 01:54:18,410 --> 01:54:22,700 and they tried to extort you. You should let it slide." 1748 01:54:22,830 --> 01:54:27,250 "Apple's a big company now. You don't want the PR." 1749 01:54:27,380 --> 01:54:29,340 "You should let it slide." 1750 01:54:29,470 --> 01:54:34,630 And I thought deeply about this, and I ended up concluding 1751 01:54:34,760 --> 01:54:37,850 that the worst thing that could possibly happen 1752 01:54:37,970 --> 01:54:42,470 as we get big and we get a little more influence in the world, 1753 01:54:42,600 --> 01:54:49,020 is if we change our core values and start letting it slide. 1754 01:54:49,190 --> 01:54:53,360 I can't do that. I'd rather quit. 1755 01:54:54,450 --> 01:54:57,490 NARRATOR: What values was Jobs talking about? 1756 01:54:57,620 --> 01:55:02,610 When Apple was taking on IBM, it was David versus Goliath. 1757 01:55:02,790 --> 01:55:08,160 But when Apple became Goliath, to whom was Jobs giving the finger? 1758 01:55:12,800 --> 01:55:17,640 DIAZ: The sad thing is that how many months did he have left after that? 1759 01:55:17,760 --> 01:55:23,140 This was a guy who knew, who knew at the time, 1760 01:55:23,310 --> 01:55:30,310 he was dying, and he dedicated, what, ten minutes of his life 1761 01:55:30,440 --> 01:55:33,480 to talk about these guys who found a phone in a bar 1762 01:55:33,610 --> 01:55:38,400 and then published a story about it? Isn't that a little bit strange? 1763 01:55:39,910 --> 01:55:41,450 (APPLAUSE) 1764 01:55:41,580 --> 01:55:45,160 JOBS: My third story is about death. 1765 01:55:46,210 --> 01:55:50,200 About a year ago, I was diagnosed with cancer. 1766 01:55:50,380 --> 01:55:52,370 I had a scan at 7:30 in the morning, 1767 01:55:52,510 --> 01:55:55,590 and it clearly showed a tumor on my pancreas. 1768 01:55:55,720 --> 01:55:57,710 I didn't even know what a pancreas was. 1769 01:55:57,850 --> 01:55:59,430 The doctors told me 1770 01:55:59,560 --> 01:56:03,550 this was almost certainly a type of cancer that is incurable, 1771 01:56:03,690 --> 01:56:07,770 and that I should expect to live no longer than three to six months. 1772 01:56:07,900 --> 01:56:12,480 My doctor advised me to go home and get my affairs in order, 1773 01:56:12,650 --> 01:56:15,990 which is doctor's code for "prepare to die." 1774 01:56:16,110 --> 01:56:17,900 It means to try and tell your kids 1775 01:56:18,030 --> 01:56:21,870 everything you thought you'd have the next ten years to tell them 1776 01:56:22,000 --> 01:56:23,450 in just a few months. 1777 01:56:23,580 --> 01:56:28,750 I lived with that diagnosis all day. Later that evening, I had a biopsy. 1778 01:56:28,880 --> 01:56:32,210 I was sedated, but my wife, who was there, 1779 01:56:32,420 --> 01:56:35,590 told me that when they viewed the cells under a microscope, 1780 01:56:35,720 --> 01:56:38,430 the doctors started crying because it turned out to be 1781 01:56:38,550 --> 01:56:42,890 a very rare form of pancreatic cancer that is curable with surgery. 1782 01:56:43,020 --> 01:56:46,640 I had the surgery and, thankfully, I'm fine now. 1783 01:56:46,770 --> 01:56:48,510 (APPLAUSE) 1784 01:56:50,270 --> 01:56:52,980 ELKIND: Steve Jobs talked about his cancer very emotionally 1785 01:56:53,110 --> 01:56:56,690 at the Stanford graduation ceremony in 2005. 1786 01:56:56,820 --> 01:56:58,810 And he very clearly told the story 1787 01:56:58,950 --> 01:57:01,490 to make it sound as though he had been diagnosed 1788 01:57:01,660 --> 01:57:04,450 and moved immediately to surgery, and been cured. 1789 01:57:04,580 --> 01:57:05,870 That simply wasn't true. 1790 01:57:06,000 --> 01:57:09,580 What I found out, over a period of months of reporting, 1791 01:57:09,710 --> 01:57:12,450 was that Steve Jobs actually had been diagnosed with cancer 1792 01:57:12,590 --> 01:57:16,330 nine months earlier, and that for a period of nine months, 1793 01:57:16,510 --> 01:57:19,970 he had refused to have the surgery that every medical expert said 1794 01:57:20,100 --> 01:57:22,760 was necessary to increase his prospects for survival. 1795 01:57:22,890 --> 01:57:24,880 Instead of having the surgery, 1796 01:57:25,020 --> 01:57:28,730 he had sought alternative medicine approaches 1797 01:57:28,850 --> 01:57:30,940 to try to cure himself of cancer. 1798 01:57:32,110 --> 01:57:34,850 MALONE: Entrepreneurs have an almost pathological need 1799 01:57:34,980 --> 01:57:36,900 to control their own fate. 1800 01:57:37,030 --> 01:57:38,310 They'll take any suffering 1801 01:57:38,450 --> 01:57:40,280 if they can just be in charge of their destiny 1802 01:57:40,450 --> 01:57:42,440 and not have it in somebody else's hands. 1803 01:57:42,580 --> 01:57:47,660 REPORTER: Apple's stock has been volatile on rumors about Jobs's health. 1804 01:57:47,790 --> 01:57:50,000 The company's stock was halted for a time, 1805 01:57:50,130 --> 01:57:53,840 then took a big hit when it re-opened in after-hours trading. 1806 01:57:53,960 --> 01:57:55,920 WOMAN: Apple's share prices have dropped 1807 01:57:56,050 --> 01:57:58,960 with every pound that Jobs has lost in recent months. 1808 01:58:00,340 --> 01:58:02,800 KANE: Apple really landed into a dicey situation 1809 01:58:02,930 --> 01:58:04,760 when Steve decided to issue a letter saying, 1810 01:58:04,890 --> 01:58:06,760 "Well, you know, nothing's wrong with me." 1811 01:58:06,890 --> 01:58:09,380 "It's just a minor problem," And it wasn't a minor problem. 1812 01:58:10,810 --> 01:58:14,310 ELKIND: Steve Jobs made a point of withholding from the world 1813 01:58:14,480 --> 01:58:16,940 that he faced this illness. 1814 01:58:17,070 --> 01:58:18,860 That's something investors want to know, 1815 01:58:18,990 --> 01:58:20,690 because when you bought Apple stock then, 1816 01:58:20,860 --> 01:58:22,780 you were buying into Steve Jobs. 1817 01:58:22,950 --> 01:58:26,360 He was obligated to tell shareholders right away 1818 01:58:26,490 --> 01:58:27,990 about this serious illness. 1819 01:58:29,160 --> 01:58:31,870 KANE: You do personally want to give Steve the privacy, 1820 01:58:32,000 --> 01:58:34,960 but Steve put the spotlight on him, 1821 01:58:35,090 --> 01:58:38,880 and you can't turn that off just because it's inconvenient. 1822 01:58:41,760 --> 01:58:44,500 SERWER: After the story came out, I saw Steve. 1823 01:58:44,640 --> 01:58:47,220 He started talking about Apple, and he said, 1824 01:58:47,350 --> 01:58:51,590 "You know, Apple is really a company that doesn't have any divisions." 1825 01:58:51,730 --> 01:58:53,850 "We don't have all this bureaucracy." 1826 01:58:53,980 --> 01:58:56,890 And I said, "Steve, that would be a great story for Fortune." 1827 01:58:57,030 --> 01:59:02,650 And he looked at me, and he said, "No." 1828 01:59:02,780 --> 01:59:08,530 "I don't think we can do that story with you. Not now." 1829 01:59:10,120 --> 01:59:11,740 "Not now." 1830 01:59:11,960 --> 01:59:15,870 And then he said, and the whole room went quiet, 1831 01:59:16,000 --> 01:59:19,960 and he said, "you know, we used to..." 1832 01:59:21,300 --> 01:59:24,840 "We used to really be friends with Fortune, 1833 01:59:24,970 --> 01:59:31,930 I used to be friends with Fortune, but not anymore. Not anymore." 1834 01:59:32,060 --> 01:59:35,600 And then I remember these tears came out of his eyes, 1835 01:59:35,730 --> 01:59:37,190 and one was on his glasses, 1836 01:59:37,320 --> 01:59:41,810 and then one, I remember it rolling off his cheek and hitting his shirt, 1837 01:59:41,950 --> 01:59:46,990 and he was just crying, and the whole room was silent. 1838 01:59:49,040 --> 01:59:52,750 Apple CEO Steve Jobs today made his first public appearance 1839 01:59:52,870 --> 01:59:54,740 since getting a new liver five months ago. 1840 01:59:54,870 --> 01:59:55,990 REPORTER: For the first time, 1841 01:59:56,130 --> 01:59:59,040 the 54-year-old CEO publicly acknowledged 1842 01:59:59,170 --> 02:00:02,630 the liver transplant this spring that saved his life. 1843 02:00:02,760 --> 02:00:08,380 Well, I now have the liver of a mid-20s person. 1844 02:00:12,020 --> 02:00:16,640 I'd like to take a moment and thank everybody in the Apple community 1845 02:00:16,770 --> 02:00:20,980 for the heartfelt support I got, too. It really meant a lot. 1846 02:00:21,110 --> 02:00:25,980 And I'd also like to especially thank Tim Cook 1847 02:00:26,110 --> 02:00:29,820 and the entire executive team of Apple. 1848 02:00:29,950 --> 02:00:32,360 They really rose to the occasion 1849 02:00:32,500 --> 02:00:36,610 and ran the company very ably in that difficult period. 1850 02:00:36,750 --> 02:00:39,080 So, thank you, guys. Let's give them a round of applause. 1851 02:00:39,210 --> 02:00:40,420 (APPLAUSE) 1852 02:00:40,630 --> 02:00:42,210 BELLEVILLE: He loved what he did. 1853 02:00:42,340 --> 02:00:44,380 I do have an e-mail from him saying that. 1854 02:00:44,510 --> 02:00:47,000 He said, you know, "Both of us were fortunate," he said, 1855 02:00:47,140 --> 02:00:49,500 in that we loved what we did 1856 02:00:49,680 --> 02:00:52,420 and we were able to do it for a long time. 1857 02:00:52,560 --> 02:00:54,970 And he said, "What else could you ask for?" 1858 02:00:56,350 --> 02:01:01,060 We're maybe a little more experienced, certainly more beat-up, 1859 02:01:01,190 --> 02:01:04,900 but the core values are the same. 1860 02:01:05,030 --> 02:01:09,650 I don't see why you have to change if you get big. 1861 02:01:09,820 --> 02:01:12,030 JOBS: Straightforward to me. 1862 02:01:12,160 --> 02:01:14,490 NARRATOR: Apple was big. 1863 02:01:14,660 --> 02:01:18,950 By this time, one of the biggest corporations in the world. 1864 02:01:21,420 --> 02:01:25,000 But each time we saw Jobs, he seemed smaller. 1865 02:01:28,510 --> 02:01:32,420 As his devices got stronger, Jobs got weaker. 1866 02:01:32,560 --> 02:01:36,050 It's so much more intimate than a laptop, 1867 02:01:36,180 --> 02:01:39,430 and it's so much more capable than a smartphone 1868 02:01:39,560 --> 02:01:41,390 with this gorgeous, large display. 1869 02:01:41,520 --> 02:01:45,310 MALONE: I think that a lot of the grief at Jobs's death 1870 02:01:45,440 --> 02:01:50,610 was a fear that we had been very comfortable 1871 02:01:50,780 --> 02:01:53,120 for the last decade in his hands. 1872 02:01:53,240 --> 02:01:57,910 It's phenomenal to hold the internet in your hand. 1873 02:01:58,040 --> 02:02:00,330 MALONE: That he was going to keep doing these amazing things. 1874 02:02:00,460 --> 02:02:04,420 Now he's gone, and there's no indication that anyone's going to replace him. 1875 02:02:27,240 --> 02:02:29,150 (CHEERS AND APPLAUSE) 1876 02:02:37,120 --> 02:02:38,860 Welcome. 1877 02:02:44,840 --> 02:02:46,200 Thank you. 1878 02:02:58,600 --> 02:03:00,310 Thank you very much. 1879 02:03:04,110 --> 02:03:05,690 - It always helps... - MAN: We love you! 1880 02:03:05,860 --> 02:03:09,440 - (LAUGHTER) - Thank you. 1881 02:03:09,650 --> 02:03:12,940 It always helps, and I appreciate it very much. 1882 02:03:13,070 --> 02:03:16,990 NARRATOR: He resigned officially in August. Two weeks earlier, 1883 02:03:17,120 --> 02:03:20,610 Apple had become the highest-valued corporation on Earth. 1884 02:03:20,790 --> 02:03:22,400 And thank you for coming so much. 1885 02:03:22,540 --> 02:03:25,120 JOBS: We've got a great week planned for you. 1886 02:03:50,070 --> 02:03:53,060 JOBS: This is a field where one does not write a principia 1887 02:03:53,200 --> 02:03:55,780 which holds up for 200 years 1888 02:03:55,910 --> 02:03:58,240 or paints a painting that'll be looked at for centuries, 1889 02:03:58,370 --> 02:04:02,080 or builds a church that will be admired 1890 02:04:02,210 --> 02:04:04,120 and looked at in astonishment for centuries. 1891 02:04:04,250 --> 02:04:06,580 No, this is a field where one does one's work, 1892 02:04:06,710 --> 02:04:08,620 and in ten years, it's obsolete 1893 02:04:08,750 --> 02:04:11,370 and really will not be useable within ten or 20 years. 1894 02:04:11,510 --> 02:04:13,420 I mean, you can't go back and use an Apple I, 1895 02:04:13,550 --> 02:04:14,710 cos there's no software for it. 1896 02:04:14,880 --> 02:04:17,340 In another ten years or so, you won't be able to use an Apple II. 1897 02:04:17,470 --> 02:04:19,930 You won't even be able to fire it up and see what it was like. 1898 02:04:21,680 --> 02:04:25,140 JOBS: It's sort of like sediment of rocks. 1899 02:04:25,270 --> 02:04:26,980 You're building up a mountain, 1900 02:04:27,110 --> 02:04:30,270 and you get to contribute your little layer of sedimentary rock 1901 02:04:30,400 --> 02:04:32,390 to make the mountain that much higher. 1902 02:04:32,530 --> 02:04:36,110 But no one on the surface will, unless they have x-ray vision, 1903 02:04:36,280 --> 02:04:37,990 will see your sediment. 1904 02:04:41,410 --> 02:04:44,820 NARRATOR: In Japan, there's an idea called "mono no aware," 1905 02:04:44,960 --> 02:04:48,290 meaning "the deep awareness of things". 1906 02:04:48,420 --> 02:04:51,380 It celebrates the melancholy of the passing of life 1907 02:04:51,500 --> 02:04:55,290 and sees more beauty in the fallen leaf than the one on the branch. 1908 02:04:56,550 --> 02:04:59,460 Maybe that's what Japan held for Jobs. 1909 02:04:59,600 --> 02:05:04,470 The sadness of the soul as expressed in the beauty of things. 1910 02:05:09,400 --> 02:05:12,010 In the end, I was left with the same question 1911 02:05:12,150 --> 02:05:13,690 with which I began this journey. 1912 02:05:13,820 --> 02:05:18,360 "Why did so many strangers weep for Steve Jobs?" 1913 02:05:18,490 --> 02:05:21,780 It's too simple to say it was because he gave us products we love 1914 02:05:21,950 --> 02:05:25,820 without asking why we love them the way we do. 1915 02:05:26,000 --> 02:05:28,210 It's too simple even to conclude that we love them 1916 02:05:28,370 --> 02:05:30,490 because they connect us to a wider world 1917 02:05:30,630 --> 02:05:33,740 and the people in our lives that are far away, 1918 02:05:33,920 --> 02:05:37,260 because these machines isolate us, too. 1919 02:05:39,840 --> 02:05:43,710 Perhaps the contradictory nature of our experience with these gadgets 1920 02:05:43,850 --> 02:05:46,430 mirrors the contradictions in Jobs himself. 1921 02:05:48,810 --> 02:05:52,850 He was an artist who sought perfection, but could never find peace. 1922 02:05:55,110 --> 02:05:58,980 He had the focus of a monk, but none of the empathy. 1923 02:06:01,240 --> 02:06:04,950 He offered us freedom, but only within a closed garden, 1924 02:06:05,080 --> 02:06:07,190 to which he held the key. 1925 02:06:11,460 --> 02:06:13,450 To reconcile these contradictions, 1926 02:06:13,590 --> 02:06:17,330 I think we have to look to the other half of our relationship with Jobs. 1927 02:06:17,470 --> 02:06:19,130 To ourselves. 1928 02:06:22,390 --> 02:06:26,600 As Jobs wanted it, the screen of my iPhone is dark. 1929 02:06:26,770 --> 02:06:29,350 A Zen landscape of the unseen. 1930 02:06:29,480 --> 02:06:34,440 If I stare into it, I see an obscure reflection of myself, 1931 02:06:34,570 --> 02:06:37,180 but this impression lasts just a fleeting moment 1932 02:06:37,320 --> 02:06:40,900 before I press the home key and the screen lights up. 1933 02:06:41,070 --> 02:06:44,910 But perhaps I should spend a moment regarding that reflection, 1934 02:06:45,080 --> 02:06:51,070 asking myself what, in buying and using this product, I am doing? 1935 02:06:51,210 --> 02:06:53,700 What is the full nature of my transaction 1936 02:06:53,880 --> 02:06:58,290 with the maker of this magical and intimate machine? 1937 02:07:18,940 --> 02:07:25,110 # Once I wanted to be the greatest 1938 02:07:25,240 --> 02:07:27,530 # Greatest, greatest, greatest 1939 02:07:27,660 --> 02:07:33,500 # No wind or waterfall could stall me 1940 02:07:34,920 --> 02:07:40,580 # And then came the rush of the flood 1941 02:07:40,760 --> 02:07:45,970 # Stars at night turned deep to dust 1942 02:07:46,140 --> 02:07:51,600 # Melt me down into big, black armor 1943 02:07:54,690 --> 02:08:01,610 # Leave no trace of grace Just in your honor 1944 02:08:03,820 --> 02:08:09,530 # Lower me down to culprit south 1945 02:08:09,660 --> 02:08:13,240 # Make 'em wash a space in town 1946 02:08:13,370 --> 02:08:17,370 # For the lead and the dregs of my bed 1947 02:08:17,500 --> 02:08:20,960 # I've been sleeping 1948 02:08:21,130 --> 02:08:23,960 # Lower me down 1949 02:08:24,130 --> 02:08:28,470 # Pin me in, secure the grounds 1950 02:08:30,510 --> 02:08:32,130 # For the later parade