Apple Mac Quotes

You have to be burning with an idea, or a problem, or a wrong that you want to right. If you're not passionate enough from the start, you'll never stick it out.

Details matter, it's worth waiting to get it right.

You have to trust in something - your gut, destiny, life, karma, whatever. This approach has never let me down, and it has made all the difference in my life.

By the way, if you get mad at your Mac laptop and wonder who designed this demonic device, notice the manufacturer's icon on top: an apple with a bite out of it.

A real writer learns from earlier writers the way a boy learns from an apple orchard -- by stealing what he has a taste for, and can carry off

You still got that old laptop? The one you had before we bought you that expensive-ass fruit one?" I laugh. "It's an Apple MacBook, Daddy." "It damn sure wasn't the price of an apple. Anyway, you got the old one?

Everything is important- that success is in the details.

What we're doing here will send a giant ripple through the universe.

Asked about the fact that Apple's iTunes software for Windows computers was extremely popular, Jobs joked, 'It's like giving a glass of ice water to somebody in hell.

This is an ode to all of those that have never asked for one. A thank you in words to all of those that do not do what they do so well for the thanking. This is to the mothers. This is to the ones who match our first scream with their loudest scream; who harmonize in our shared pain and joy and terrified wonder when life begins. This is to the mothers. To the ones who stay up late and wake up early and always know the distance between their soft humming song and our tired ears. To the lips that find their way to our foreheads and know, somehow always know, if too much heat is living in our skin. To the hands that spread the jam on the bread and the mesmerizing patient removal of the crust we just cannot stomach. This is to the mothers. To the ones who shout the loudest and fight the hardest and sacrifice the most to keep the smiles glued to our faces and the magic spinning through our days. To the pride they have for us that cannot fit inside after all they have endured. To the leaking of it out their eyes and onto the backs of their hands, to the trails of makeup left behind as they smile through those tears and somehow always manage a laugh. This is to the patience and perseverance and unyielding promise that at any moment they would give up their lives to protect ours. This is to the mothers. To the single mom’s working four jobs to put the cheese in the mac and the apple back into the juice so their children, like birds in a nest, can find food in their mouths and pillows under their heads. To the dreams put on hold and the complete and total rearrangement of all priority. This is to the stay-at-home moms and those that find the energy to go to work every day; to the widows and the happily married. To the young mothers and those that deal with the unexpected announcement of a new arrival far later than they ever anticipated. This is to the mothers. This is to the sack lunches and sleepover parties, to the soccer games and oranges slices at halftime. This is to the hot chocolate after snowy walks and the arguing with the umpire at the little league game. To the frosting ofbirthday cakes and the candles that are always lit on time; to the Easter egg hunts, the slip-n-slides and the iced tea on summer days. This is to the ones that show us the way to finding our own way. To the cutting of the cord, quite literally the first time and even more painfully and metaphorically the second time around. To the mothers who become grandmothers and great-grandmothers and if time is gentle enough, live to see the children of their children have children of their own. To the love. My goodness to the love that never stops and comes from somewhere only mothers have seen and know the secret location of. To the love that grows stronger as their hands grow weaker and the spread of jam becomes slower and the Easter eggs get easier to find and sack lunches no longer need making. This is to the way the tears look falling from the smile lines around their eyes and the mascara that just might always be smeared with the remains of their pride for all they have created. This is to the mothers.

Not since the original Mac had a clarity of product vision so propelled a company into the future. " If anybody was ever wondering why Apple is on the earth, I would hold up this as a good example

And reading is a wonderful thing for the mind. I have not been many places in my life. But in books, I have traveled all over the world.

Edwin Land of Polaroid talked about the intersection of the humanities and science. I like that intersection. There's something magical about that place. There are a lot of people innovating, and that's not the main distinction of my career. The reason Apple resonates with people is that there's a deep current of humanity in our innovation. I think great artists and great engineers are similar in that they both have a desire to express themselves. In fact some of the best people working on the original Mac were poets and musicians on the side. In the seventies computers became a way for people to express their creativity. Great artists like Leonardo da Vinci and Michelangelo were also great art science. Michelangelo knew a lot about how to quarry stone, not just how to be a sculptor.

I pat the brand new twenty-seven inch Macintosh computers Mr. Foley brought us. 'These boxes alone should make both of us scream like it's Christmas morning! Snap out of it. Santa came! Now we get to play with all of our toys!

As a result, the process of designing a product at Apple was integrally related to how it would be engineered and manufactured. Ive described one of Apple’s Power Macs. “We wanted to get rid of anything other than what was absolutely essential,” he said. “To do so required total collaboration between the designers, the product developers, the engineers, and the manufacturing

Dave put his head down and ate his eggs. He heard his mother leave the kitchen, humming Old MacDonald all the way down the hall. Standing in the yard now, knuckles aching, he could hear it too. Old MacDonald had a farm. And everything was hunky-dory on it. You farmed and tilled and reaped and sowed and everything was just fucking great. Everyone got along, even the chickens and the cows, and no one needed to talk about anything, because nothing bad ever happened and nobody had any secrets because secrets were for bad people, people who climbed in cars that smelled of apples with strange men and disappeared for four days, only to come back home and find everyone they'd known had disappeared, too, been replaced with smiley-faced look-alikes who'd do just about anything but listen to you.

Nice sweater Bob, does it come in mens?

It's an Apple MacBook, Daddy.' 'It damn sure wasn't the price of an apple.

So starting in 1999 Apple began to produce application software for the Mac, with a focus

TWENTY-FIRST-CENTURY MACS Setting Apple Apart

Women in myths are forever condemning the world to chaos in their search for knowledge - the apple bitten, the box opened. But I know plenty. I am not here to learn. I am here to feel.

I am truly amazed that every time Apple comes out with a new laptop I am quickly able to identify (in my mind) a real need for it, as in the case of the recent European launch of the new MacBook Air. Which is odd as my existing MacBook is but six months old. But you understand, I can't fit my current model into an A4 envelope, hence I have rather successfully established the 'need.

The iMac went on sale in August 1998 for $1,299. It sold 278,000 units in its first six weeks, and would sell 800,000 by the end of the year, making it the fastest-selling computer in Apple history.

Apple launched the Lisa in January 1983—a full year before the Mac was ready—and Jobs paid his $5,000 wager to Couch. Even though he was not part of the Lisa team, Jobs went to New York to do publicity for it in his role as Apple’s chairman and poster boy.

Good.” He gets the grapes out the refrigerator. “You still got that old laptop? The one you had before we bought you that expensive-ass fruit one?” I laugh. “It’s an Apple MacBook, Daddy.” “It damn sure wasn’t the price of an apple. Anyway, you got the old one?

Remember, Steve Jobs didn’t promise that Apple’s next product would change the world.  Jobs said that he would change the world.  It didn’t matter if the vehicle was the Lisa, The Mac, or even Pixar Studios.  Any individual endeavor might fail, but he was 100% certain he would eventually achieve his goals.

The reason Apple resonates with people is that there’s a deep current of humanity in our innovation. I think great artists and great engineers are similar, in that they both have a desire to express themselves. In fact some of the best people working on the original Mac were poets and musicians on the side.

I've never had a better piece o' roast. But it was the apple pie as made the meal. It was flaky and sweet, all buttery,with-" "Enough!" Dougal's stomach growled loudly. "The food I was given was not fit for consumption. Ride to town today, and fetch some foodstuffs. Some apples, tarts, a few meat pies-whatever will keep well." "Aye,me lord.Do ye want an apple now? I've one here I was saving fer yer horse." "Thank you." Dougal pocketed the apple. "Not very hospitable, giving yer poor victuals and a lumpy bed." "This is all part of their plan. Mr. MacFarlane regrets giving up his house on the gaming table, and his daughter is determined to regain it.

Apple’s graphical user interface. Just as Jobs was being eased out of Apple in 1985, John Sculley had struck a surrender deal: Microsoft could license the Apple GUI for Windows 1.0, and in return it would make Excel exclusive to the Mac for up to two years. In 1988, after Microsoft came out with Windows 2.0, Apple sued. Sculley contended

My twelve years’ professional experience in the industry was laughed at in a “yes, but that’s for Apple. It’s not real experience is it?” manner.

Tim Cook When Steve Jobs returned to Apple and produced the “Think Different” ads and the iMac in his first year, it confirmed what most people already knew: that he could be creative and a visionary. He had shown that during his first round at Apple. What was less clear was whether he could run a company. He had definitely not shown that during his first round.

His goal was to be vigilant against " the bozo explosion" that leads to a company's being larded with second rate talent: For most things in life, the range between best and average is 30% or so. The best airplane flight, the best meal, they may be 30% better than your average one. What I saw with Woz was somebody who was fifty times better than the average engineer. He could have meetings in his head. The Mac team was an attempt to build a whole team like that, A players. People said they wouldn't get along, they'd hate working with each other. But I realized that A players like to work with A players, they just didn't like working with C players. At Pixar, it was a whole company of A players. When I got back to Apple, that's what I decided to try to do. You need to have a collaborative hiring process. When we hire someone, even if they're going to be in marketing, I will have them talk to the design folks and the engineers. My role model was J. Robert Oppenheimer. I read about the type of people he sought for the atom bomb project. I wasn't nearly as good as he was, but that's what I aspired to do.

Most of what is wrong in horizontal church flows from attempts to get green apples interested in Jesus. Green apples are very articulate about that they do and don't want in church. They don't want to hear about money, because that is one of their idols; they don't want to be told about sin, because that assaults pride; no interest in pressure to decide for Jesus, because that threatens their autonomy. Sadly when church becomes what green apples must have or they won't come. It ceases to be what it must be for God to attend. Church needs to be offensive to green apples or it can be helpful to those who are ripe.

I love it when you can bring really great design and simple capability to something that doesn’t cost much,” he said as he pointed out the clean elegance of the houses. “It was the original vision for Apple. That’s what we tried to do with the first Mac. That’s what we did with the iPod.

Smells good," Leo called from the front room, where he was sitting in his favorite chair by the stove, the dog curled up on a blanket in front of the fire. Mac lifted his nose and sniffed the air. "He thinks so, too." "The dog knows his apples." Alice laughed. "He should. He's named after one.

Early on, Mike Markkula had taught Jobs to "impute" - to understand that people do judge a book by its cover - and therefore to make sure all the trappings and packaging of Apple signaled that there was a beautiful gem inside. Whether it's an iPod Mini, or a MacBook Pro, Apple customers know the feeling of opening up the well-crafted box and finding the product nestled in an inviting fashion. "Steve and I spend a lot of time on the packaging," said Ive. "I love the process of unpacking something. You design a ritual of unpacking to make the product feel special. Packaging can be theater, it can create a story.

Merewyn was a little more rational. “Perhaps we should whisper amongst ourselves and make them wonder what we speak of?” Blaise wagged his eyebrows at her before he pulled her into his arms. “Works well for me. Put your arms around my neck, and I’ll breathe in your ear.” Varian put the blade of his sword between them. “You can whisper from there.” Blaise appeared appalled. “What are you? An old maid?” “I promised her my protection.” The mandrake shook his head. “You’re gay, aren’t you?” Varian raised the blade to rest against Blaise’s Adam’s apple. He carefully pressed it close. Not so much that it drew blood, but enough to let him know that he wasn’t amused. “Or not.” Varian used the blade to push him away from Merewyn. His gaze met hers, and he felt the heat of his desire for her all the way through his body. At the moment, he wished he were gay. Then she wouldn’t tempt him so. “Or not. Definitely or not.

Apple employees had never had much respect for Microsoft’s ability to create anything but ungainly, confusing, and half-baked technologies for consumers. The animus went back decades. Even though Microsoft Word, Excel, and PowerPoint were instrumental in the early success of the Mac, Microsoft’s unforgivable sin, from the vantage point of Cupertino, was its derivative creation of Windows. Steve was being expedient when he offered to abandon Apple’s long-standing lawsuit against Microsoft to seal the deal with Gates upon his return in 1997. But folks at Apple still considered Windows a rip-off of Apple’s ideas, pure and simple.

Apple’s chief technology officer, Ellen Hancock, argued for going with Sun’s UNIX-based Solaris operating system, even though it did not yet have a friendly user interface. Amelio began to favor using, of all things, Microsoft’s Windows NT, which he felt could be rejiggered on the surface to look and feel just like a Mac while being compatible

Apple has always insisted on having a hardware monopoly, except for a brief period in the mid-1990s when they allowed clone-makers to compete with them, before subsequently putting them out of business. Macintosh hardware was, consequently, expensive. You didn’t open it up and fool around with it because doing so would void the warranty. In fact, the first Mac was specifically designed to be difficult to open—you needed a kit of exotic tools, which you could buy through little ads that began to appear in the back pages of magazines a few months after the Mac came out on the market. These ads always had a certain disreputable air about them, like pitches for lock-picking tools in the backs of lurid detective magazines.

Well, this was predictable. House Republicans last week acceded to an extension of the Export-Import Bank for at least the next nine months. The Export-Import Bank is far from the worst example of government-business cronyism. I just completed a history of American political corruption and actually had to leave Ex-Im on the cutting room floor. Its cronies are pikers compared with the corporate moguls that take advantage of tax preferences like the G.E. and Apple loopholes. They also cannot hold a candle to the American Medical Association, which is basically free to write the reimbursement rates for Medicare Part B. And nothing compares to Fannie Mae and Freddie Mac from 1991-2008. The two mortgage giants kept the entire D.C. political class bent over a barrel for almost 20 years as its top executives reaped enormous bonuses while putting the broader economy at risk.

is to read things that are not yet on the page. Edwin Land of Polaroid talked about the intersection of the humanities and science. I like that intersection. There’s something magical about that place. There are a lot of people innovating, and that’s not the main distinction of my career. The reason Apple resonates with people is that there’s a deep current of humanity in our innovation. I think great artists and great engineers are similar, in that they both have a desire to express themselves. In fact some of the best people working on the original Mac were poets and musicians on the side. In the seventies computers became a way for people to express their creativity. Great artists like Leonardo da Vinci and Michelangelo were also great at science. Michelangelo knew a lot about how to quarry stone, not just how to be a sculptor. People pay us to integrate things for them, because they don’t have the time to think about this stuff 24/7. If you have an extreme passion for producing

Ive and Jobs have even obsessed over, and patented, the packaging for various Apple products. U.S. patent D558572, for example, granted on January 1, 2008, is for the iPod Nano box, with four drawings showing how the device is nestled in a cradle when the box is opened. Patent D596485, issued on July 21, 2009, is for the iPhone packaging, with its sturdy lid and little glossy plastic tray inside. Early on, Mike Markkula had taught Jobs to “impute”—to understand that people do judge a book by its cover—and therefore to make sure all the trappings and packaging of Apple signaled that there was a beautiful gem inside. Whether it’s an iPod Mini or a MacBook Pro, Apple customers know the feeling of opening up the well-crafted box and finding the product nestled in an inviting fashion. “Steve and I spend a lot of time on the packaging,” said Ive. “I love the process of unpacking something. You design a ritual of unpacking to make the product feel special. Packaging can be theater, it can create a story.

Jon Rubinstein, who was in charge of hardware, adapted the microprocessor and guts of the PowerMac G3, Apple’s high-end professional computer, for use in the proposed new machine. It would have a hard drive and a tray for compact disks, but in a rather bold move, Jobs and Rubinstein decided not to include the usual floppy disk drive. Jobs quoted the hockey star Wayne Gretzky’s maxim, “Skate where the puck’s going, not where it’s been.” He was a bit ahead of his time, but eventually most computers eliminated floppy disks.

system,” he explained to Time. “We can take full responsibility for the user experience. We can do things that the other guys can’t do.” Apple’s first integrated foray into the digital hub strategy was video. With FireWire, you could get your video onto your Mac, and with iMovie you could edit it into a masterpiece. Then what? You’d want to burn some DVDs so you and your friends could watch it on a TV. “So we spent a lot of time working with the drive manufacturers to get a consumer drive that could burn a DVD,” he said. “We were the first to ever ship that.” As usual Jobs focused on making the product as simple as possible for the user,

At different times in the past, there were companies that exemplified Silicon Valley. It was Hewlett-Packard for a long time. Then, in the semiconductor era, it was Fairchild and Intel. I think that it was Apple for a while, and then that faded. And then today, I think it’s Apple and Google—and a little more so Apple. I think Apple has stood the test of time. It’s been around for a while, but it’s still at the cutting edge of what’s going on. It’s easy to throw stones at Microsoft. They’ve clearly fallen from their dominance. They’ve become mostly irrelevant. And yet I appreciate what they did and how hard it was. They were very good at the business side of things. They were never as ambitious product-wise as they should have been. Bill likes to portray himself as a man of the product, but he’s really not. He’s a businessperson. Winning business was more important than making great products. He ended up the wealthiest guy around, and if that was his goal, then he achieved it. But it’s never been my goal, and I wonder, in the end, if it was his goal. I admire him for the company he built—it’s impressive—and I enjoyed working with him. He’s bright and actually has a good sense of humor. But Microsoft never had the humanities and liberal arts in its DNA. Even when they saw the Mac, they couldn’t

#1. No Escape and feature keys Today’s Apple Event confirmed many of the rumors surrounding the lengthy-awaited refresh of the Macbook Pro line. The Escape and Function keys at the laptops had been deserted in choose of a hint bar that changed relying at the software that is getting used. The last the Macbook Pro got a chief update was a shocking 4 years in the past and many guides are celebrating the brand new design. However, the lack of bodily Escape and Function keys is a disaster for one major set of Apple’s customers — Developers. Let’s test numbers: There are ~ 19 million developers inside the global. And Apple has managed to promote ~19 million Macs over the past four quarters. What a twist of fate! Yes, builders are drawn toward Apple products mainly for software program reasons: the Unix-like running gadget and the proprietary development atmosphere. But builders want to have a useful keyboard to make use of that software and now they don’t. Why Tim Cook, why? This isn’t to say that the contact bar is an inherently awful concept. You should locate it on pinnacle of the Esc and feature keys as opposed to doing away with them completely! Something like this: #2 Power. Almost no improvement for RAM and a processor The 2016 MacBook Pro ships with RAM and processor specifications that are nearly equal to the 2010 model. Deja vu? RAM: At least it appears like that, because the MacBook Pro has had alternatives of as much as 16 GB of RAM in view that 2010. The best difference now's that you pay for the update. Processors: The MacBook Pro had options with 2.4 gigahertz twin-middle processors again in 2010. Anything new in 2016? Not absolutely, well… nope.

For most things in life, the range between best and average is 30% or so. The best airplane flight, the best meal, they may be 30% better than your average one. What I saw with Woz was somebody who was fifty times better than the average engineer. He could have meetings in his head. The Mac team was an attempt to build a whole team like that, A players. People said they wouldn’t get along, they’d hate working with each other. But I realized that A players like to work with A players, they just didn’t like working with C players. At Pixar, it was a whole company of A players. When I got back to Apple, that’s what I decided to try to do. You need to have a collaborative hiring process. When we hire someone, even if they’re going to be in marketing, I will have them talk to the design folks and the engineers. My role model was J. Robert Oppenheimer. I read about the type of people he sought for the atom bomb project. I wasn’t nearly as good as he was, but that’s what I aspired to do.

SCULLEY. Pepsi executive recruited by Jobs in 1983 to be Apple’s CEO, clashed with and ousted Jobs in 1985. JOANNE SCHIEBLE JANDALI SIMPSON. Wisconsin-born biological mother of Steve Jobs, whom she put up for adoption, and Mona Simpson, whom she raised. MONA SIMPSON. Biological full sister of Jobs; they discovered their relationship in 1986 and became close. She wrote novels loosely based on her mother Joanne (Anywhere but Here), Jobs and his daughter Lisa (A Regular Guy), and her father Abdulfattah Jandali (The Lost Father). ALVY RAY SMITH. A cofounder of Pixar who clashed with Jobs. BURRELL SMITH. Brilliant, troubled hardware designer on the original Mac team, afflicted with schizophrenia in the 1990s. AVADIS “AVIE” TEVANIAN. Worked with Jobs and Rubinstein at NeXT, became chief software engineer at Apple in 1997. JAMES VINCENT. A music-loving Brit, the younger partner with Lee Clow and Duncan Milner at the ad agency Apple hired. RON WAYNE. Met Jobs at Atari, became first partner with Jobs and Wozniak at fledgling Apple, but unwisely decided to forgo his equity stake. STEPHEN WOZNIAK. The star electronics geek at Homestead High; Jobs figured out how to package and market his amazing circuit boards and became his partner in founding Apple. DEL YOCAM. Early Apple employee who became the General Manager of the Apple II Group and later Apple’s Chief Operating Officer. INTRODUCTION How This Book Came to Be In the early summer of 2004, I got a phone call from Steve Jobs. He had been scattershot friendly to me over the years, with occasional bursts of intensity, especially when he was launching a new product that he wanted on the cover of Time or featured on CNN, places where I’d worked. But now that I was no longer at either of those places, I hadn’t heard from him much. We talked a bit about the Aspen Institute, which I had recently joined, and I invited him to speak at our summer campus in Colorado. He’d be happy to come, he said, but not to be onstage. He wanted instead to take a walk so that we could talk. That seemed a bit odd. I didn’t yet

looking for people to design the graphical interface for Apple’s new operating system, Jobs got an email from a young man and invited him in. The applicant was nervous, and the meeting did not go well. Later that day Jobs bumped into him, dejected, sitting in the lobby. The guy asked if he could just show him one of his ideas, so Jobs looked over his shoulder and saw a little demo, using Adobe Director, of a way to fit more icons in the dock at the bottom of a screen. When the guy moved the cursor over the icons crammed into the dock, the cursor mimicked a magnifying glass and made each icon balloon bigger. “I said, ‘My God,’ and hired him on the spot,” Jobs recalled. The feature became a lovable part of Mac OSX, and the designer went on to design such things as inertial scrolling for multi-touch screens (the delightful feature that makes the screen keep gliding for a moment after you’ve finished swiping). Jobs’s experiences at NeXT had matured him, but they had not mellowed him much. He still had no license plate on his Mercedes, and he still parked in the handicapped spaces next to the front door, sometimes straddling two slots. It became a running

THE RETURN OF THE GODS Like a white bird upon the wind, the sail of the boat of Manannan mac Lir (Pronounced Mananarn mak Leer), the Son of the Sea, flew across the sparkling waves filled with the breeze that blew Westward to the Islands of the Blessed. The Sun Goddess above him smiled down with warmth upon her friend. The fish in the ocean danced for him beneath the turquoise water; the porpoises leapt above the waves to greet him. Upon the wind was a smell of sweetness, the smell of apple blossom in the Spring of the morning of the world. And in the prow of the boat sat Lugh (Pronounced Loo) the long-armed; strumming on his harp, he sang the Song of Creation. And as they drew closer to the green hills of Ireland, the holy land of Ireland, the Shee came out of their earth-barrow homes and danced for joy beneath the Sun. For hidden in a crane-skin sack at the bottom of the boat was the Holy Cup of Blessedness. Long had been her journeying through lands strange and far. And all who drank of that Cup, dreamed the dreams of holy truth, and drank of the Wine of everlasting life. And deep within the woods, in a green-clad clearing, where the purple anemone and the white campion bloomed, where primroses still lingered on the shadowed Northern side, a great stag lifted up his antlered head and sniffed the morning. His antlers seven-forked spoke of mighty battles fought and won, red was his coat, the colour of fire, and he trotted out of his greenwood home, hearing on the wind the song of Lugh. And in her deep barrow home, the green clad Goddess of Erin, remembered the tongue that she had forgotten. She remembered the secrets of the weaving of spells, She remembered the tides of woman and the ebb and flow of wave and Moon. She remembered the people who had turned to other Gods and coming out of her barrow of sleep, her sweet voice echoed the verses of Lugh and the chorus of Manannan. And the great stag of the morning came across the fields to her and where had stood the Goddess now stood a white hind. And the love of the God was returned by the Goddess and the larks of Anghus mac Og hovering above the field echoed with ecstasy the Song of Creation. And in the villages and towns the people came out of their houses, hearing the sweet singing and seeking its source. And children danced in the streets with delight. And they went down to the shore, the Eastern shore, where rises the Sun of the Morning, and awaited the coming of Manannan and Lugh, the mast of their boat shining gold in the Sun. The sea had spoken, the Eastern dawn had given up her secret, the Gods were returning, the Old Ones awakening, joy was returning unto the sleeping land.  

The same lesson can be learned from one of the most widely read books in history: the Bible. What is the Bible “about”? Different people will of course answer that question differently. But we could all agree the Bible contains perhaps the most influential set of rules in human history: the Ten Commandments. They became the foundation of not only the Judeo-Christian tradition but of many societies at large. So surely most of us can recite the Ten Commandments front to back, back to front, and every way in between, right? All right then, go ahead and name the Ten Commandments. We’ll give you a minute to jog your memory . . . . . . . . . . . . Okay, here they are:        1. I am the Lord your God, who brought you out of the land of Egypt, the house of bondage.        2. You shall have no other gods before Me.        3. You shall not take the name of the Lord your God in vain.        4. Remember the Sabbath day, to make it holy.        5. Honor your father and your mother.        6. You shall not murder.        7. You shall not commit adultery.        8. You shall not steal.        9. You shall not bear false witness against your neighbor.       10. You shall not covet your neighbor’s house, nor your neighbor’s wife . . . nor any thing that is your neighbor’s. How did you do? Probably not so well. But don’t worry—most people don’t. A recent survey found that only 14 percent of U.S. adults could recall all Ten Commandments; only 71 percent could name even one commandment. (The three best-remembered commandments were numbers 6, 8, and 10—murder, stealing, and coveting—while number 2, forbidding false gods, was in last place.) Maybe, you’re thinking, this says less about biblical rules than how bad our memories are. But consider this: in the same survey, 25 percent of the respondents could name the seven principal ingredients of a Big Mac, while 35 percent could name all six kids from The Brady Bunch. If we have such a hard time recalling the most famous set of rules from perhaps the most famous book in history, what do we remember from the Bible? The stories. We remember that Eve fed Adam a forbidden apple and that one of their sons, Cain, murdered the other, Abel. We remember that Moses parted the Red Sea in order to lead the Israelites out of slavery. We remember that Abraham was instructed to sacrifice his own son on a mountain—and we even remember that King Solomon settled a maternity dispute by threatening to slice a baby in half. These are the stories we tell again and again and again, even those of us who aren’t remotely “religious.” Why? Because they stick with us; they move us; they persuade us to consider the constancy and frailties of the human experience in a way that mere rules cannot.

Walking back through the mall to the exit nearest our part of the parking lot, we passed one shop which sold computers, printers, software, and games. It was packed with teenagers, the kind who wear wire rims and know what the new world is about. The clerks were indulgent, letting them program the computers. Two hundred yards away, near the six movie houses, a different kind of teenager shoved quarters into the space-war games, tensing over the triggers, releasing the eerie sounds of extraterrestrial combat. Any kid back in the computer store could have told the combatants that because there is no atmosphere in space, there is absolutely no sound at all. Perfect distribution: the future managers and the future managed ones. Twenty in the computer store, two hundred in the arcade. The future managers have run on past us into the thickets of CP/M, M-Basic, Cobal, Fortran, Z-80, Apples, and Worms. Soon the bosses of the microcomputer revolution will sell us preprogrammed units for each household which will provide entertainment, print out news, purvey mail-order goods, pay bills, balance accounts, keep track of expenses, and compute taxes. But by then the future managers will be over on the far side of the thickets, dealing with bubble memories, machines that design machines, projects so esoteric our pedestrian minds cannot comprehend them. It will be the biggest revolution of all, bigger than the wheel, bigger than Franklin’s kite, bigger than paper towels.

In the past decade, the historically consistent division in the United States between the share of total national income going to labor and that going to physical capital seems to have changed significantly. As the economists Susan Fleck, John Glaser, and Shawn Sprague noted in the U.S. Bureau of Labor Statistics’ Monthly Labor Review in 2011, “Labor share averaged 64.3 percent from 1947 to 2000. Labor share has declined over the past decade, falling to its lowest point in the third quarter of 2010, 57.8 percent.” Recent moves to “re-shore” production from overseas, including Apple’s decision to produce its new Mac Pro computer in Texas, will do little to reverse this trend. For in order to be economically viable, these new domestic manufacturing facilities will need to be highly automated. Other countries are witnessing similar trends. The economists Loukas Karabarbounis and Brent Neiman have documented significant declines in labor’s share of GDP in 42 of the 59 countries they studied, including China, India, and Mexico. In describing their findings, Karabarbounis and Neiman are explicit that progress in digital technologies is an important driver of this phenomenon: “The decrease in the relative price of investment goods, often attributed to advances in information technology and the computer age, induced firms to shift away from labor and toward capital. The lower price of investment goods explains roughly half of the observed decline in the labor share.

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A word fitly spoken is like apples of gold in a setting of silver.

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The keystroke to open the Preferences dialog box in every Apple program — Mail, Safari, iMovie, Photos, TextEdit, Preview, and on and on — is always the same: -comma. Better yet, that standard is catching on in other apps, too, like Word, Excel, and PowerPoint.

decade later, Apple Computer made several attempts at commercializing computers inspired by the Xerox Alto prototypes, but it wasn’t actually until 1987, with the introduction of the Mac II personal computer, that the technology that Kay and his group assembled in 1973

I often suggest they think about making a limited investment, putting aside maybe only 1 percent of their budget for special projects to test out a new idea. In this way, risk stops being scary and becomes R&D. Talk to private sector CEOs and they will be quick to point out that R&D is the lifeblood of innovative companies. Yes, some things will fail as you discover what works and what doesn’t. But as Einstein reportedly said, “You never fail until you stop trying.” This is true whether you’re launching a program, developing a product, or starting a movement. I’ve often heard people from the social sector protest, “But we don’t have funding for R&D!” My response is to remind them of the words of one of our greatest modern-day innovators, Steve Jobs: “Innovation has nothing to do with how many R&D dollars you have. When Apple came up with the Mac, IBM was spending at least one hundred times more on R&D. It’s not about money. It’s about the people you have, how you’re led, and how much you get it.” You don’t need a big budget in order to experiment. “You never fail until you stop trying.” —ALBERT EINSTEIN Realistically, budgets are often stretched and funding for programs “locked.” I see this especially with foundations or government programs, which can have rigid protocols. When nonprofits or governments experiment and fail, those failures are often labeled as waste or fraud or abuse, which discourages more risk taking.

To deepen alignment across specialties, the Apple organizational structure was very different from that of most other firms. There were no product divisions that were their own profit centers. “We run one P&L for the company,” said operations head Tim Cook (who became CEO after Jobs’s death).8 Thus, divisions did not compete against each other for customers or worry about "cannibalization.” This proved a huge competitive advantage when Apple introduced the iPod and iTunes. Rival Sony, rich in assets that could have given Apple a run for its money, was undermined by their organization structure, which was divided into profit centers that drove focus on product lines but hampered collaboration across these lines. Sony’s music division and their consumer electronics division were never able to successfully join forces to compete against Apple. Conversely, at Apple, all departments could celebrate a sale, whether a consumer chose to download music through their iPod or iPhone, or send emails using an iPad or MacBook.

Greg Christie, one of his other senior managers, the day-to-day leader of the Human Interface team, the software designers responsible for the look and feel of iOS and the Mac, as well as the concepts behind how these systems functioned.

Using his Apple Mirror capability on the MacBook,

Jobs would soon pit the iPod team against a Mac software team to refine and produce a product that was more specifically phone-like. The herculean task of squeezing Apple’s acclaimed operating system into a handheld phone would take another two years to complete. Executives would clash; some would quit. Programmers would spend years of their lives coding around the clock to get the iPhone ready to launch, scrambling their social lives, their marriages, and sometimes their health in the process.

GGMM M-Freedom Wi-Fi speaker is a wireless Hi-Fi system which allows you to stream HD audio from iPhone, iPad, Mac... all Apple products.

The product lineup was too complicated and the company was bleeding cash. A friend of the family asked me which Apple computer she should buy. She couldn’t figure out the differences among them and I couldn’t give her clear guidance, either. I was appalled that there was no Apple consumer computer priced under $2,000. We are replacing all of those desktop computers with one, the Power Mac G3. We are dropping five of six national retailers—meeting their demand has meant too many models at too many price points and too much markup.

the wider world’s reaction has often been disdainful. In 1984, the first Mac’s graphical user interface was widely derided as “a toy.” Bill Gates was mystified that people wanted colored computers. Critics initially called on Apple to open up the iPod. Without a strong belief in his vision, a passion for what he was doing, it would be much harder for Jobs to resist the critics.

They needed to rethink their technology, but they would preserve their DNA. After six months of discussion, Jobs finally became curious enough to give the effort his blessing, and two different teams were off to the races in an experiment to test whether they should add calling capabilities to the iPod or turn the Mac into a miniature tablet that doubled as a phone. Just four years after it launched, the iPhone accounted for half of Apple’s revenue.

On average, five hundred iPhones were sold each minute, twenty-four hours a day. Apple moved $600 iPhones at the same rate McDonald’s moved $5 Big Macs.

But Steve was a parent CEO. A pushy parent. A tiger mom. He knew if we kept pushing, together, we’d figure it out. The sacrifices would be worth it. And he was right. That time. But not every time. Steve took a lot of risks, made bad decisions, launched products that didn’t work—the original Apple III, the Motorola ROKR iTunes phone, the Power Mac G4 Cube, the list goes on. But if you aren’t failing, you aren’t trying hard enough. He learned from the screwups, was constantly improving, and his good ideas, his successes, totally wiped away his failures. He was constantly pushing the company to learn and try new things.

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that doesn’t lessen the urge to imprint the Apple logo of my newly purchased Mac into his skull.

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What Musk had done that the rival automakers missed or didn’t have the means to combat was turn Tesla into a lifestyle. It did not just sell someone a car. It sold them an image, a feeling they were tapping into the future, a relationship. Apple did the same thing decades ago with the Mac and then again with the iPod and iPhone. Even those who were not religious about their affiliation to Apple were sucked into its universe once they bought the hardware and downloaded software like iTunes. This sort of relationship is hard to pull off if you don’t control as much of the lifestyle as possible. PC makers that farmed their software out to Microsoft, their chips to Intel, and their design to Asia could never make machines as beautiful and as complete as Apple’s. They also could not respond in time as Apple took this expertise to new areas and hooked people on its applications. You

She loved all the creatures of the farm. Each one, even a hen, was like a person to her, even more real than many of the real people she knew. Some were playful or bold, and some were shy. Some were gentle, and some were wicked. Some were smart, like Fido, and some were foolish, like the hens.

Now that you understand the key players in ecosystems, here are the key principles of building an ecosystem. They are similar to the principles of creating a community discussed in chapter 8, “The Art of Evangelizing.” CREATE SOMETHING WORTHY OF AN ECOSYSTEM. Once again, the key to evangelism, sales, presentations, and now ecosystems is a great product. In fact, if you create a great product, you may not be able to stop an ecosystem from forming. By contrast, it’s hard to build an ecosystem around crap. DESIGNATE A CHAMPION. Many employees would like to help build an ecosystem, but who wakes up every day with this task at the top of her list of priorities? Another way to look at this is, “Who’s going to get fired if an ecosystem doesn’t happen?” Ecosystems need a champion—an identifiable hero—within the company to carry the flag for the community. DON’T COMPETE WITH THE ECOSYSTEM. If you want people or organizations to take part in your ecosystem, then you shouldn’t compete with them. For example, if you want people to create apps for your product, then don’t sell (or give away) apps that do the same thing. It was hard to convince companies to create a Macintosh word processor when Apple was giving away MacWrite. CREATE AN OPEN SYSTEM. An “open system” means that there are minimal requirements to participating and minimal controls on what you can do. A “closed system” means that you control who participates and what they can do. Either can work, but I recommend an open system because it appeals to my trusting, anarchic personality. This means that members of your ecosystem will be able to write apps, access data, and interact with your product. I’m using software terminology here, but the point is to enable people to customize and tweak your product. PUBLISH INFORMATION. The natural complement of an open system is publishing books and articles about the product. This spreads information to people on the periphery of a product. Publishing also communicates to the world that your startup is open and willing to help external parties. FOSTER DISCOURSE. The definition of “discourse” is “verbal exchange.” The key word is “exchange.” Any company that wants an ecosystem should foster the exchange of ideas and opinions. This means your website should provide a forum where people can engage with other members as well as your employees. This doesn’t mean that you let the ecosystem run your company, but you should hear what members have to say. WELCOME CRITICISM. Most organizations feel warm and fuzzy toward their ecosystem as long as the ecosystem says nice things, buys their products, and never complains. The minute that the ecosystem says anything negative, however, many organizations freak out and get defensive. This is dumb. A healthy ecosystem is a long-term relationship, so an organization shouldn’t file for divorce at the first sign of discord. Indeed, the more an organization welcomes—or even celebrates—criticism, the stronger its bonds to its ecosystem become. CREATE A NONMONETARY REWARD SYSTEM. You already know how I feel about paying people off to help you, but this doesn’t mean you shouldn’t reward people in other ways. Things as simple as public recognition, badges, points, and credits have more impact than a few bucks. Many people don’t participate in an ecosystem for the money, so don’t insult them by rewarding them with it.

Rose carefully and gently pushed the growing pile of rosy-golden apples around each time another crate was dumped into the wagon. She waded carefully through the apples without lifting her feet, so she wouldn't step on a single one. Soon the whole wagon box was a sea of red and yellow, full almost to the top. She wanted to dive right in, it looked so inviting. She picked two of the reddest ones she could find, gave one to Mama, and they each took a bite. "Delicious," said Mama through a mouthful, the juice running down her chin. "If there were no other food in the world, I think I could live on apples alone." Hers was the sweetest apple Rose could ever remember eating.

most shameful rip-off of the Mac operating system yet, but the software made their PCs good-enough facsimiles of the Mac.

The iMac was also Jony’s coming-out party, the first product that gained him public attention.

Lunch. This rotation varies greatly depending on what we have purchased on sale and what leftovers we have in the refrigerator. Here’s a sample: • Monday: mac and cheese and bananas (as a fruit, not mixed in!) • Tuesday: yogurt with fruit and crackers • Wednesday: PB&J with orange slices • Thursday: tuna fish sandwiches and apples • Friday: leftovers • Saturday: lunch meat sandwiches and pickles • Sunday: BLTs

the iMac sold well to first-time computer buyers and unhappy PC users, with an impressive 32 percent of the sales going to first-timers and another 12 percent to “switchers.

Bizarre and Surprising Insights—Consumer Behavior Insight Organization Suggested Explanation7 Guys literally drool over sports cars. Male college student subjects produce measurably more saliva when presented with images of sports cars or money. Northwestern University Kellogg School of Management Consumer impulses are physiological cousins of hunger. If you buy diapers, you are more likely to also buy beer. A pharmacy chain found this across 90 days of evening shopping across dozens of outlets (urban myth to some, but based on reported results). Osco Drug Daddy needs a beer. Dolls and candy bars. Sixty percent of customers who buy a Barbie doll buy one of three types of candy bars. Walmart Kids come along for errands. Pop-Tarts before a hurricane. Prehurricane, Strawberry Pop-Tart sales increased about sevenfold. Walmart In preparation before an act of nature, people stock up on comfort or nonperishable foods. Staplers reveal hires. The purchase of a stapler often accompanies the purchase of paper, waste baskets, scissors, paper clips, folders, and so on. A large retailer Stapler purchases are often a part of a complete office kit for a new employee. Higher crime, more Uber rides. In San Francisco, the areas with the most prostitution, alcohol, theft, and burglary are most positively correlated with Uber trips. Uber “We hypothesized that crime should be a proxy for nonresidential population.…Uber riders are not causing more crime. Right, guys?” Mac users book more expensive hotels. Orbitz users on an Apple Mac spend up to 30 percent more than Windows users when booking a hotel reservation. Orbitz applies this insight, altering displayed options according to your operating system. Orbitz Macs are often more expensive than Windows computers, so Mac users may on average have greater financial resources. Your inclination to buy varies by time of day. For retail websites, the peak is 8:00 PM; for dating, late at night; for finance, around 1:00 PM; for travel, just after 10:00 AM. This is not the amount of website traffic, but the propensity to buy of those who are already on the website. Survey of websites The impetus to complete certain kinds of transactions is higher during certain times of day. Your e-mail address reveals your level of commitment. Customers who register for a free account with an Earthlink.com e-mail address are almost five times more likely to convert to a paid, premium-level membership than those with a Hotmail.com e-mail address. An online dating website Disclosing permanent or primary e-mail accounts reveals a longer-term intention. Banner ads affect you more than you think. Although you may feel you've learned to ignore them, people who see a merchant's banner ad are 61 percent more likely to subsequently perform a related search, and this drives a 249 percent increase in clicks on the merchant's paid textual ads in the search results. Yahoo! Advertising exerts a subconscious effect. Companies win by not prompting customers to think. Contacting actively engaged customers can backfire—direct mailing financial service customers who have already opened several accounts decreases the chances they will open more accounts (more details in Chapter 7).

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Help was at hand in the rather large shape of Douglas Adams. As well as being the author of The Hitchhiker’s Guide To The Galaxy, Douglas was an Apple Mac genius, guitar enthusiast and – fortunately for us – a fan of Pink Floyd. He could bring a marvellous sense of humour to the most desperate moments. He became party to a lot of the discussions about the album title.

Sometimes when Rose was reading, she would catch a whiff of the musty smell of her book. She put her nose down in the fold and inhaled deeply so that wonderful smell, the smell of adventure in faraway lands, would fill her up. She rubbed her hand across the pages to feel the velvety surface of the paper. When she closed her eyes, her fingertips could even feel the words that were printed there, each letter raised just a little, almost like the special language that her blind aunt Mary could read. To Rose, a book was as real and alive as if it breathed and walked and spoke.

When the iPhone app is built, the Xamarin C# compiler generates C# Intermediate Language (IL) as usual, but it then makes use of the Apple compiler on the Mac to generate native iPhone machine code just like the Objective-C compiler. The calls from the app to the iPhone APIs are the same as though the application were written in Objective-C. For the Android app, the Xamarin C# compiler generates IL, which runs on a version of Mono on the device alongside the Java engine, but the API calls from the app are pretty

Cook was responsible for perhaps the most dramatic example of Steve’s hurry to rid himself of the burdens of Apple’s recent past: the bulldozing of tens of thousands of unsold Macs into a landfill in early 1998.

APPLE CRISP This recipe was always a favorite in our house when I was growing up—and still is for my family. It was passed down from my mom (although she always credited my aunt Pete with its origin). It’s yummy and very easy—especially if you don’t have the time or energy to roll out pie crusts.   Ingredients   5¼ tablespoons butter (melted) 8–9 apples (I use Macs) 1 cup all-purpose flour 1 cup sugar 1 teaspoon baking powder Dash of salt ½ teaspoon cinnamon 1 egg   Directions   Melt butter and set aside. Peel, core, and slice apples to almost fill an 11x7 baking dish. Preheat oven to 375 degrees Fahrenheit. Sift together all dry ingredients in mixing bowl and break one egg into mixture. Blend with a pastry blender until evenly crumbly and spread on top of apples. Spoon melted butter over topping in rows. Bake for 30-40 minutes or until golden brown. Serve with vanilla ice cream! Yum!!!

Apple is the Ferrari of the computer world. I’m not sure if the “engine” is superior, however, but the frame sure is sleek. That’s all I got it for, so I could say, “Look at how sophisticated I am with my shiny iMac.” And I did say that, verbatim, on multiple occasions. I’d meet someone for the first time and immediately pull out a picture of me sitting in front of my computer as I’d say, “Hi, I’m Jarod. Look how sophisticated I am with my shiny iMac.” Looking back, I should have plugged in my computer and turned it on before taking the picture.

What Musk had done that the rival automakers missed or didn’t have the means to combat was turn Tesla into a lifestyle. It did not just sell someone a car. It sold them an image, a feeling they were tapping into the future, a relationship. Apple did the same thing decades ago with the Mac and then again with the iPod and iPhone. Even those who were not religious about their affiliation to Apple were sucked into its universe once they bought the hardware and downloaded software like iTunes. This

The turnaround, however, did not come without expensive failures. Apple had done a good job embracing the Internet, by making the process of getting access to the Web as simple as any other function of an iMac. But Apple’s eWorld, a proprietary online subscription service bundled with new iMacs, was a flop, despite a friendly interface that suggested that going online could be as easy as walking from one neighborhood to the next. All it really offered was email services and a way to download software, and in practice it wasn’t any easier to use than bigger services like EarthLink and AOL, which came bundled on Wintel PCs.

The minute I dropped out I could stop taking the required classes that didn’t interest me, and begin dropping in on the ones that looked interesting. It wasn’t all romantic. I didn’t have a dorm room, so I slept on the floor in friends’ rooms, I returned coke bottles for the 5¢ deposits to buy food with, and I would walk the seven miles across town every Sunday night to get one good meal a week at the Hare Krishna temple. I loved it. And much of what I stumbled into by following my curiosity and intuition turned out to be priceless later on. Let me give you one example: Reed College at that time offered perhaps the best calligraphy instruction in the country. Throughout the campus every poster, every label on every drawer, was beautifully hand calligraphed. Because I had dropped out and didn’t have to take the normal classes, I decided to take a calligraphy class to learn how to do this. I learned about serif and san serif typefaces, about varying the amount of space between different letter combinations, about what makes great typography great. It was beautiful, historical, artistically subtle in a way that science can’t capture, and I found it fascinating. None of this had even a hope of any practical application in my life. But ten years later, when we were designing the first Macintosh computer, it all came back to me. And we designed it all into the Mac. It was the first computer with beautiful typography. If I had never dropped in on that single course in college, the Mac would have never had multiple typefaces or proportionally spaced fonts. And since Windows just copied the Mac, it’s likely that no personal computer would have them. If I had never dropped out, I would have never dropped in on this calligraphy class, and personal computers might not have the wonderful typography that they do. Of course it was impossible to connect the dots looking forward when I was in college. But it was very, very clear looking backwards ten years later. Again, you can’t connect the dots looking forward; you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something—your gut, destiny, life, karma, whatever. This approach has never let me down, and it has made all the difference in my life. The narrator of this story is Steve Jobs, the legendary CEO of Apple. The story was part of his famous Stanford commencement speech in 2005.[23] It’s a perfect illustration of how passion and purpose drive success, not the crossing of an imaginary finish line in the future. Forget the finish line. It doesn’t exist. Instead, look for passion and purpose directly in front of you. The dots will connect later, I promise—and so does Steve.

I pull out my laptop, which is probably the most advanced piece of technology that has ever crossed the threshold of Lapin's lair, and set it up on a stack of heavy books, all from the Wayback-list. The shiny MacBook looks like a hapless alien trying to blend in with the quiet stalwarts of human civilization I crack it open - glowing alien guts revealed! - and cue the visualization as Lapin crosses the room with two cups in two saucers.

got the Journal to buy me a Fat Mac.” I had convinced the big guys in New York that if I was going to be writing about Apple, I’d better be familiar with their latest machines.

Exactly. You might not be the sharpest apple in the barrel, but you do have your wicks lit when it matters.

In 2012, Apple dropped the “Mac,” and the operating system became known as OS X.