Macintosh 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.

On the day he unveiled the Macintosh, a reporter from Popular Science asked Jobs what type of market research he had done. Jobs responded by scoffing, "Did Alexander Graham Bell do any market research before he invented the telephone?

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.

Everything is important- that success is in the details.

Love loves to love love. Nurse loves the new chemist. Constable 14A loves Mary Kelly. Gerty MacDowell loves the boy that has the bicycle. M. B. loves a fair gentlema. Li Chi Han lovey up kissy Cha Pu Chow. Jumbo, the elephant, loves Alice, the elephant. Old Mr Verschole with the ear trumpet loves old Mrs VErschoyle with the turnedin eye. The man in the brown macintosh loves a lady who is dead. His Majesty the King loves Her Majesty the Queen. Mrs Norman W. Tupper loves officer Taylor. You love a certain person. And this person loves that other person because everybody loves somebody but God loves everybody.

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

The cure for Apple is not cost-cutting. The cure for Apple is to innovate its way out of its current predicament.

Here I am, ninety years old and ready for the cooling board, using a brand new Macintosh computer, and there you sit, twenty-two and gorgeous, fresh as a new peach, yet scrawling on a yellow legal pad like an old maid in a Victorian romance.

For all dead loves and all remembered things. I have travelled through many seas.

Reading Marguerite Young's 1,200-page Miss MacIntosh, My Darling was like slipping into a luxurious opium dream.

More and more people back then, and not just Andrew MacIntosh, had found ensuring the survival of the human race a total bore.

¿Por qué nadie ha inventado el equivalente a Ikea para cuidar a los niños, el equivalente de Macintosh para hacer las tareas domésticas? La organización de la colectividad sigue siendo una prerrogativa masculina.

the Macintosh lacked a fan, another example of Jobs’s dogmatic stubbornness. Fans, he felt, detracted from the calm of a computer. This caused many component failures and earned the Macintosh the nickname “the beige toaster,” which did not enhance its popularity.

If I were running Apple, I would milk the Macintosh for all it’s worth – and get busy on the next great thing. The PC wars are over. Done. Microsoft won a long time ago.

Jobs's intensity was also evident in his ability to focus. He would set priorities, aim his laser attention on them, and filter out distractions. If something engaged him- the user interface for the original Macintosh, the design of the iPod and iPhone, getting music companies into the iTunes Store-he was relentless. But if he did not want to deal with something - a legal annoyance, a business issue, his cancer diagnosis, a family tug- he would resolutely ignore it. That focus allowed him to say no. He got Apple back on track by cutting all except a few core products. He made devices simpler by eliminating buttons, software simpler by eliminating features, and interfaces simpler by eliminating options. He attributed his ability to focus and his love of simplicity to his Zen training. It honed his appreciation for intuition, showed him how to filter out anything that was distracting or unnecessary, and nurtured in him an aesthetic based on minimalism.

Now he was about to launch the Macintosh, a machine that violated many of the principles of the hacker’s code: It was overpriced; it would have no slots, which meant that hobbyists could not plug in their own expansion cards or jack into the motherboard to add their own new functions; and it took special tools just to open the plastic case. It was a closed and controlled system, like something designed by Big Brother rather than by a hacker.

The Macintosh was sort of like this wonderful romance in your life that you once had — and that produced about 10 million children. In a way it will never be over in your life. You'll still smell that romance every morning when you get up. And when you open the window, the cool air will hit your face, and you'll smell that romance in the air. And you'll see your children around, and you feel good about it. And nothing will ever make you feel bad about it.

Forgive this breaking body as you forgive the star, the star whispering in the wind when the star is no more. Forgive this secret none can tell. None can tell and live.

One of the talents of the [late] great Steve Jobs is that he [knew] how to design Medusa-like products. While every Macintosh model has had flaws (some more than others), most of them have has a sexiness and a design sensibility that has turned many consumers into instant converts. Macintosh owners upgrade far more often than most computer users for precisely this reason.” (p.98)

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!

Miss MacIntosh, My Darling stands out in my mind as the most significant innovative novel since Ulysses and The Waves. Marguerite Young has added epic grandeur to the philosophical novel. Every page gleams with the poetry of existence.

Like most pathological personalities, *Andrew MacIntosh never cared much whether what he said was true or not - and so he was tremendously persuasive.

He told us to go back to the roots of the original 1984 Macintosh, an all-in-one consumer appliance,” recalled Schiller. “That meant design and engineering had to work together.

It made it clear to me that Gates was not the kind of person that would understand or appreciate the elegance of a Macintosh.

. . . never seen him inspired by any more dangerous stimulant than strong coffee, of which he was very fond & of which [he] drank freely. MacIntosh says that the measure of a man's brain is the amount of coffee he can drink with impunity. SARAH HELEN WHITMAN (POE'S FIANCÉE) TO JOHN INGRAM DECEMBER 13, 1874

Jobs liked to tell the story- and he did so to his team that day- about how everything that he had done correctly had required a moment when he hit the rewind button. In each case he had to rework something that he discovered was not perfect. He talked about doing it on Toy Story, when the character of Woody had evolved into being a jerk, and on a couple of occasions with the original Macintosh. " If something isn't right, you can't just ignore it and say you'll fix it later," he said. " That's what other companies do.

There is another human defect which the Law of Natural Selection has yet to remedy: When people of today have full bellies, they are exactly like their ancestors of a million years ago: very slow to acknowledge any awful troubles they may be in. Then is when they forget to keep a sharp lookout for sharks and whales. This was a particularly tragic flaw a million years ago, since the people who were best informed about the state of the planet, like *Andrew MacIntosh, for example, and rich and powerful enough to slow down all the waste and destruction going on, were by definition well fed. So everything was always just fine as far as they were concerned.

We conquer the Independence Day aliens by having a Macintosh laptop computer upload a software virus to the mothership (which happens to be one-fifth the mass of the Moon), thus disarming its protective force field. I don’t know about you, but back in 1996 I had trouble just uploading files to other computers within my own department, especially when the operating systems were different. There is only one solution: the entire defense system for the alien mothership must have been powered by the same release of Apple Computer’s system software as the laptop computer that delivered the virus.

Voltaire wrote, “The perfect is the enemy of the good.”188 Steve Jobs told the Macintosh team that “real artists ship.”189 New ideas are never perfect right out of the chute, and you don’t have time to wait until they get there. Create a product, ship it, see how it does, design and implement improvements, and push it back out. Ship and iterate. The companies that are the fastest at this process will win.

She would hang a sign in the restaurant window--Owt to luntsch. Bee bak in a whale. For she could not spell either.

By the year 2020 or 2030, all this will finally culminate in personalized DNA codes. Gilbert claims, “You’ll be able to go to a drugstore and get your own DNA sequence on a CD, which you can then analyze at home on your Macintosh.

It was never reveille in this windy world.

Broad-Based Education: Reed College at that time offered perhaps the best calligraphy instruction in the country.… I decided to take a calligraphy class to learn how to do this.… 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. —Commencement address, Stanford University, June 12, 2005

As it turned out, Microsoft wasn’t able to get Windows 1.0 ready for shipping until the fall of 1985. Even then, it was a shoddy product. It lacked the elegance of the Macintosh interface, and it had tiled windows rather than the magical clipping of overlapping windows that Bill Atkinson had devised. Reviewers ridiculed it and consumers spurned it. Nevertheless, as is often the case with Microsoft products, persistence eventually made Windows better and then dominant.

Hey,man,got a problem?" "Veronica left me." Ivan crossed one leg over the other and was obviously jiggling his foot. "Oh,yeah? For some other guy, huh?" "No." "How come?" Macintosh never altered positions, and the very absence of action made the point. "Because I was selfish, rude, arrogant,dishonest, stupid and generally nasty." Ivan considered the toe of his boot. "Is that all?" "Yeah." "Women," Ivan said with a shrug. "Never satisfied." Gennie read the strip twice, then looked up helplessly. Without a word,Serena took the paper from her hand and read it herself. She chuckled once, then set it back down. "Want me to help you pack?

With a curse, Vishous took after the three free-thinkers, dematerializing out in front of where the trio seemed to be heading. As he re-formed, he knew they were fucking humans even before he saw that the one in the rear was running backward with what was no doubt a cocksucking Apple, iConformist POS front and center and on video record. He fricking iHated anything with a goddamn Macintosh trademark. V jumped out into the guy’s path, which of course J. J. Abrams didn’t notice, because, hello, he was too busy getting footage.

Thinking of Macintosh's reaction to Veronica, Grant felt a wave of empathy. "Poor kid's going to be mooning like a puppy for a month. Did you have to smile at him?" "Really,Grant.He can't be more than fifteen." "Old enough to break out in a sweat," he commented. "Hormones," she murmured as she found Fairfield's sparse selection of wine. "They just need time to balance." Grant's gaze drifted down and focused as she bent over. "It should only take thirty or forty years," he muttered.

It is a joke to me that this man should have presented himself as an ardent conservationist, since so many of the companies he served as a director or in which he was a major stockholder were notorious damagers of the water or the soil or the atmosphere. But it wasn’t a joke to *MacIntosh, who had come into this world incapable of caring much about anything. So, in order to hide this deficiency, he had become a great actor, pretending even to himself that he cared passionately about all sorts of things. With

Your old baggage should never slow you down, and your past mistakes should never define you. The future is entirely what you make it, and who you make it with.

There was no CD tray, just a subtle slot. And as with the original Macintosh, there was no

Yes, we like to think of our children as Macintosh computers operating in a world full of PCs; they get the same answers but process things differently.

Macintosh.” Jobs, clean-shaven and bouncy, gave a toothy smile and asked

The Macintosh experience taught me that A players like to work only with other A players, which means you can’t indulge B players.

Like Semmering Academy, the Grove School was a Gothic pile of bricks run by 1950s-era chalk drones, which maintained its cultural viability by perpetuating a weirdly seductive anxiety throughout its community. Mary herself was a victim of the seduction; despite the trying and repetitive emotional requirements of her job, she remained eternally fascinated by the wicker-thin girls and their wicker-thin mothers, all of them favoring dark wool skirts and macintoshes and unreadably far-away expressions; if she squinted, they could have emerged intact from any of the last seven decades.

I need electricity to charge my computer, which is, by the way, an Apple Macintosh, which I chose initially because the Bible proclaims that “those who look through the windows see dimly” (Eccl. 12:3).

Hertzfeld replied that he needed a couple more days to finish the Apple II product he was in the middle of. “What’s more important than working on the Macintosh?” Jobs demanded. Hertzfeld explained that he needed to

in 1996, bought NeXT, bringing Jobs back. BILL ATKINSON. Early Apple employee, developed graphics for the Macintosh. CHRISANN BRENNAN. Jobs’s girlfriend at Homestead High, mother of his daughter Lisa. LISA BRENNAN-JOBS. Daughter of Jobs and

study of the rise and fall and rise of Apple and the brutal clashes that destroyed friendships and careers. And it is a gadget lover’s dream, with fabulous, inside accounts of how the Macintosh, iPod, iPhone and iPad came into being. But more than

He worked for two hours, perfecting the storyline-the situation, the setup, the punchline.After changing her tire and practicing macho lines to impress her, Macintosh ended up with five dollars, a stutter, and soaked shoes as Veronica zoomed out of his life.

Workshop Hermeticism, fiction for which the highest praise involves the words 'competent,' 'finished,' 'problem-free,' fiction over which Writing-Program pre- and proscriptions loom with the enclosing force of horizons: no character without Freudian trauma in accessible past, without near-diagnostic physical description; no image undissolved into regulation Updikean metaphor; no overture without a dramatized scene to 'show' what's 'told'; no denouement prior to an epiphany whose approach can be charted by and Freitag on any Macintosh.

When the design was finally locked in, Jobs called the Macintosh team together for a ceremony. “Real artists sign their work,” he said. So he got out a sheet of drafting paper and a Sharpie pen and had all of them sign their names. The signatures were engraved inside each Macintosh. No one would ever see them, but the members of the team knew that their signatures were inside, just as they knew that the circuit board was laid out as elegantly as possible. Jobs called them each up by name, one at a time. Burrell Smith went first. Jobs waited until last, after all forty-five of the others. He found a place right in the center of the sheet and signed his name in lowercase letters with a grand flair. Then he toasted them with champagne. “With moments like this, he got us seeing our work as art,” said Atkinson.

El día en que presentó el Macintosh, un periodista de Popular Science le preguntó a Jobs qué tipo de investigación de mercados había llevado a cabo. A lo cual Jobs respondió, burlón: «¿Acaso Alexander Graham Bell realizó un estudio de mercado antes de inventar el teléfono?».

The bus-driver was whistling, perhaps in anticipation of his wife, who would be a woman with ample breasts, those of a realized maturity. It would be impossible that he did not have, from my point of view, a wife and children, indeed, a happiness such as I could not imagine to be real, even like some legend out of the golden ages. He had spoken numerous times during our journey of his old woman waiting, and he was going home.

Why should it be that it’s perfectly legitimate to support the Labour party or the Conservative party, Republicans or Democrats, this model of economics versus that, Macintosh instead of Windows—but to have an opinion about how the Universe began, about who created the Universe . . . no, that’s holy? . . . We

On January 24th, Apple computers will introduce Macintosh. And you’ll see why 1984 won’t be like 1984.” – Old Hollywood film director Sir Ridley Scott’s classic “1984” Apple Macintosh commercial, first aired 15 Dec. 1983, Top Ten Commercials of All Time, 2050 edition “Well, it all did lead to 1984.” – Goli, the tek-lord, 2089

has certain ideas at the heart of it which we call sacred or holy or whatever. What it means is, ‘Here is an idea or a notion that you’re not allowed to say anything bad about; you’re just not. Why not? – because you’re not!’ If somebody votes for a party that you don’t agree with, you’re free to argue about it as much as you like; everybody will have an argument but nobody feels aggrieved by it. If somebody thinks taxes should go up or down you are free to have an argument about it. But on the other hand if somebody says ‘I mustn’t move a light switch on a Saturday’, you say, ‘I respect that’. Why should it be that it’s perfectly legitimate to support the Labour party or the Conservative party, Republicans or Democrats, this model of economics versus that, Macintosh instead of Windows – but to have an opinion about how the Universe began, about who created the Universe . . . no, that’s holy? . . . We are used to not challenging religious ideas but it’s very interesting how much of a furore Richard creates when he does it! Everybody gets absolutely frantic about it because you’re not allowed to say these things. Yet when you look at it rationally there is no reason why those ideas shouldn’t be as open to debate as any other, except that we have agreed somehow between us that they shouldn’t be. Here

Learn not to plan things, it's easier to go with the flow...

After the Macintosh team returned to Bandley 3 that afternoon, a truck pulled into the parking lot and Jobs had them all gather next to it. Inside were a hundred new Macintosh computers, each personalized with a plaque. “Steve presented them one at a time to each team member, with a handshake and a smile, as the rest of us stood around cheering,” Hertzfeld recalled.

Jobs also decided to eliminate the cursor arrow keys on the Macintosh keyboard. The only way to move the cursor was to use the mouse. It was a way of forcing old-fashioned users to adapt to point-and-click navigation, even if they didn’t want to. Unlike other product developers, Jobs did not believe the customer was always right; if they wanted to resist using a mouse, they were wrong.

I used to think that each day was a blank canvas, when I was young and naive, but these days I feel as though I’m aimlessly completing the same dot-to-dot puzzle, just going through the motions,

But the biggest news that month was the departure from Apple, yet again, of its cofounder, Steve Wozniak. Wozniak was then quietly working as a midlevel engineer in the Apple II division, serving as a humble mascot of the roots of the company and staying as far away from management and corporate politics as he could. He felt, with justification, that Jobs was not appreciative of the Apple II, which remained the cash cow of the company and accounted for 70% of its sales at Christmas 1984. “People in the Apple II group were being treated as very unimportant by the rest of the company,” he later said. “This was despite the fact that the Apple II was by far the largest-selling product in our company for ages, and would be for years to come.” He even roused himself to do something out of character; he picked up the phone one day and called Sculley, berating him for lavishing so much attention on Jobs and the Macintosh division. Frustrated, Wozniak decided to leave quietly to start a new company that would make a universal remote control device he had invented. It would control your television, stereo, and other electronic devices with a simple set of buttons that you could easily program. He informed the head of engineering at the Apple II division, but he didn’t feel he was important enough to go out of channels and tell Jobs or Markkula. So Jobs first heard about it when the news leaked in the Wall Street Journal. In his earnest way, Wozniak had openly answered the reporter’s questions when he called. Yes, he said, he felt that Apple had been giving short shrift to the Apple II division. “Apple’s direction has been horrendously wrong for five years,” he said.

Hertzfeld explained that he needed to get his Apple II DOS program in good enough shape to hand it over to someone. “You’re just wasting your time with that!” Jobs replied. “Who cares about the Apple II? The Apple II will be dead in a few years. The Macintosh is the future of Apple, and you’re going to start on it now!” With that, Jobs yanked out the power cord to Hertzfeld’s Apple II, causing the code he was working on to vanish.

रॅस्किनला वाटायचं, कम्प्यूटरचं नामकरण एखाद्या स्त्रीलिंगी नावानी करणं म्हणजे लिंगभेद करण्यासारखं आहे. म्हणून त्यानी त्या प्रकल्पाचं पुनर्नामकरण केलं ते त्याच्या आवडीच्या मॅकइनटॉश -McIntosh - या लालचुटूक रंगाच्या सफरचंदाच्या नावानी. पण ‘मॅकइनटॉश लॅबोरेटरी’ या ऑडिओ उपकरणं बनवणाऱ्या कंपनीबरोबर नामसाधर्म्याचा वाद होऊ नये म्हणून त्यानी हेतूपुरस्सर त्याचं स्पेलिंग वेगळं केलं. असा तो प्रस्तावित कम्प्यूटर मॅकइनटॉश -Macintosh- अशा नावानी ओळखला जाऊ लागला.

no formal design reviews, so there are no huge decision points. Instead, we can make the decisions fluid. Since we iterate every day and never have dumb-ass presentations, we don’t run into major disagreements. On this day Ive was overseeing the creation of a new European power plug and connector for the Macintosh. Dozens of foam models, each with the tiniest variation, have been cast and painted for inspection. Some would find it odd that the head of design would fret

Jobs spent part of every day for six months helping to refine the display. “It was the most complex fun I’ve ever had,” he recalled. “It was like being the one evolving the variations on ‘Sgt. Pepper.’ ” A lot of features that seem simple now were the result of creative brainstorms. For example, the team worried about how to prevent the device from playing music or making a call accidentally when it was jangling in your pocket. Jobs was congenitally averse to having on-off switches, which he deemed “inelegant.” The solution was “Swipe to Open,” the simple and fun on-screen slider that activated the device when it had gone dormant. Another breakthrough was the sensor that figured out when you put the phone to your ear, so that your lobes didn’t accidentally activate some function. And of course the icons came in his favorite shape, the primitive he made Bill Atkinson design into the software of the first Macintosh: rounded rectangles. In session after session, with Jobs immersed in every detail, the team members figured out ways to simplify what other phones made complicated. They added a big bar to guide you in putting calls on hold or making conference calls, found easy ways to navigate through email, and created icons you could scroll through horizontally to get to different apps—all of which were easier because they could be used visually on the screen rather than by using a keyboard built into the hardware.

thousand flowers bloom. Sometimes it’s nice to be in the hands of a control freak. • • • Jobs’s intensity was also evident in his ability to focus. He would set priorities, aim his laser attention on them, and filter out distractions. If something engaged him—the user interface for the original Macintosh, the design of the iPod and iPhone, getting music companies into the iTunes Store—he was relentless. But if he did not want to deal with something—a legal annoyance, a business issue,

REINHOLD JOBS. Wisconsin-born Coast Guard seaman who, with his wife, Clara, adopted Steve in 1955. REED JOBS. Oldest child of Steve Jobs and Laurene Powell. RON JOHNSON. Hired by Jobs in 2000 to develop Apple’s stores. JEFFREY KATZENBERG. Head of Disney Studios, clashed with Eisner and resigned in 1994 to cofound DreamWorks SKG. ALAN KAY. Creative and colorful computer pioneer who envisioned early personal computers, helped arrange Jobs’s Xerox PARC visit and his purchase of Pixar. DANIEL KOTTKE. Jobs’s closest friend at Reed, fellow pilgrim to India, early Apple employee. JOHN LASSETER. Cofounder and creative force at Pixar. DAN’L LEWIN. Marketing exec with Jobs at Apple and then NeXT. MIKE MARKKULA. First big Apple investor and chairman, a father figure to Jobs. REGIS MCKENNA. Publicity whiz who guided Jobs early on and remained a trusted advisor. MIKE MURRAY. Early Macintosh marketing director. PAUL OTELLINI. CEO of Intel who helped switch the Macintosh to Intel chips but did not get the iPhone business. LAURENE POWELL. Savvy and good-humored Penn graduate, went to Goldman Sachs and then Stanford Business School, married Steve Jobs in 1991. GEORGE RILEY. Jobs’s Memphis-born friend and lawyer. ARTHUR ROCK. Legendary tech investor, early Apple board member, Jobs’s father figure. JONATHAN “RUBY” RUBINSTEIN. Worked with Jobs at NeXT, became chief hardware engineer at Apple in 1997. MIKE SCOTT. Brought in by Markkula to be Apple’s president in 1977 to try to manage Jobs.

What was the organization of illusion, of memory? Who knew even his own divided heart? Who knew all hearts as his own? Among beings strange to each other, those divided by the long roarings of time, of space, those who have never met or, when they meet, have not recognized as their own the other heart and that heart's weaknesses, have turned stonily away, would there not be, in the vision of some omniscient eye, a web of spidery logic establishing the most secret relationships, deep calling to deep, illuminations of the eternal darkness, recognitions in the night world of voyager dreams, all barriers dissolving, all souls as one and united? Every heart is the other heart. Every soul is the other soul. Every face is the other face. The individual is the one illusion.

One evening Wozniak, who had been floating into and out of Apple for the previous two years, wandered into the Macintosh building. Jobs grabbed him and said, “Come over here and look at this.” He pulled out a VCR and played the ad. “I was astounded,” Woz recalled. “I thought it was the most incredible thing.” When Jobs said the board had decided not to run it during the Super Bowl, Wozniak asked what the cost of the time slot was. Jobs told him $800,000. With his usual impulsive goodness, Wozniak immediately offered, “Well, I’ll pay half if you will.

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.

When I was reporting on Steve Jobs, his partner Steve Wozniak said that the big question to ask was Did he have to be so mean? So rough and cruel? So drama-addicted? When I turned the question back to Woz at the end of my reporting, he said that if he had run Apple, he would have been kinder. He would have treated everyone there like family and not summarily fired people. Then he paused and added, “But if I had run Apple, we may never have made the Macintosh.” And thus the question about Elon Musk: Could he have been more chill and still be the one launching us toward Mars and an electric-vehicle future?

Стив считал: в гениальном компьютере аппаратное и программное обеспечение должны быть тесно связаны. Если же на компьютер можно было установить программы, совместимые с другими компьютерами, в конечном счете пришлось бы пожертвовать частью его функциональности. Лучшими продуктами Джобс считал те, что продуманы от начала до конца и созданы цельными; программное обеспечение для таких компьютеров создано с учетом аппаратного, и наоборот. Это отличало тактику Macintosh, операционная система которого была совместима только с родным железом, от тактики Microsoft, операционную систему которой можно было использовать на железе, произведенном многими другими компаниями.

The day that Levy got his press preview of the iPod, he happened to be meeting Bill Gates at a dinner, and he showed it to him. “Have you seen this yet?” Levy asked. Levy noted, “Gates went into a zone that recalls those science fiction films where a space alien, confronted with a novel object, creates some sort of force tunnel between him and the object, allowing him to suck directly into his brain all possible information about it.” Gates played with the scroll wheel and pushed every button combination, while his eyes stared fixedly at the screen. “It looks like a great product,” he finally said. Then he paused and looked puzzled. “It’s only for Macintosh?” he asked.

So he got out a sheet of drafting paper and a Sharpie pen and had all of them sign their names. The signatures were engraved inside each Macintosh. No one would ever see them, but the members of the team knew that their signatures were inside, just as they knew that the circuit board was laid out as elegantly as possible. Jobs called them each up by name, one at a time. Burrell Smith went first. Jobs waited until last, after all forty-five of the others. He found a place right in the center of the sheet and signed his name in lowercase letters with a grand flair. Then he toasted them with champagne. “With moments like this, he got us seeing our work as art,” said Atkinson.

He's back in Maine now.She did say he badgered her with questions. Of course, she didn't have the answer until she spoke to me and found out you were here." Gennie frowned at the sea and said nothing. "She wondered if you were following Macintosh in the papers. It took me over two hours to figure why she would have asked that. Gennie turned back with a speculative look which Serena met blandly. "Perhaps I'm not following you," she said, automatically guarding Grant's secret. Serena took the pot the waiter placed on the table. "Coffee,Veronica?" Gennie let out an admiring laugh and nodded her head. "You're very quick, Rena." "I love puzzles," she corrected, "and the pieces were all there.

I had known him since 1984, when he came to Manhattan to have lunch with Time’s editors and extol his new Macintosh. He was petulant even then, attacking a Time correspondent for having wounded him with a story that was too revealing. But talking to him afterward, I found myself rather captivated, as so many others have been over the years, by his engaging intensity. We stayed in touch, even after he was ousted from Apple. When he had something to pitch, such as a NeXT computer or Pixar movie, the beam of his charm would suddenly refocus on me, and he would take me to a sushi restaurant in Lower Manhattan to tell me that whatever he was touting was the best thing he had ever produced. I liked him.

Jobs’s intensity was also evident in his ability to focus. He would set priorities, aim his laser attention on them, and filter out distractions. If something engaged him—the user interface for the original Macintosh, the design of the iPod and iPhone, getting music companies into the iTunes Store—he was relentless. But if he did not want to deal with something—a legal annoyance, a business issue, his cancer diagnosis, a family tug—he would resolutely ignore it. That focus allowed him to say no. He got Apple back on track by cutting all except a few core products. He made devices simpler by eliminating buttons, software simpler by eliminating features, and interfaces simpler by eliminating options.

It was at that moment that Jobs launched a new grand strategy that would transform Apple—and with it the entire technology industry. The personal computer, instead of edging toward the sidelines, would become a “digital hub” that coordinated a variety of devices, from music players to video recorders to cameras. You’d link and sync all these devices with your computer, and it would manage your music, pictures, video, text, and all aspects of what Jobs dubbed your “digital lifestyle.” Apple would no longer be just a computer company—indeed it would drop that word from its name—but the Macintosh would be reinvigorated by becoming the hub for an astounding array of new gadgets, including the iPod and iPhone and iPad.

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.

Isaacson’s biography can be read in several ways. It is on the one hand a history of the most exciting time in the age of computers, when the machines first became personal and later, fashionable accessories. It is also a textbook study of the rise and fall and rise of Apple and the brutal clashes that destroyed friendships and careers. And it is a gadget lover’s dream, with fabulous, inside accounts of how the Macintosh, iPod, iPhone and iPad came into being. But more than anything, Isaacson has crafted a biography of a complicated, peculiar personality—Jobs was charming, loathsome, lovable, obsessive, maddening—and the author shows how Jobs’s character was instrumental in shaping some of the greatest technological innovations

Isaacson’s biography can be read in several ways. It is on the one hand a history of the most exciting time in the age of computers, when the machines first became personal and later, fashionable accessories. It is also a textbook study of the rise and fall and rise of Apple and the brutal clashes that destroyed friendships and careers. And it is a gadget lover’s dream, with fabulous, inside accounts of how the Macintosh, iPod, iPhone and iPad came into being. But more than anything, Isaacson has crafted a biography of a complicated, peculiar personality—Jobs was charming, loathsome, lovable, obsessive, maddening—and the author shows how Jobs’s character was instrumental in shaping some of the greatest technological innovations of our time.

Hertzfeld replied that he needed a couple more days to finish the Apple II product he was in the middle of. “What’s more important than working on the Macintosh?” Jobs demanded. Hertzfeld explained that he needed to get his Apple II DOS program in good enough shape to hand it over to someone. “You’re just wasting your time with that!” Jobs replied. “Who cares about the Apple II? The Apple II will be dead in a few years. The Macintosh is the future of Apple, and you’re going to start on it now!” With that, Jobs yanked out the power cord to Hertzfeld’s Apple II, causing the code he was working on to vanish. “Come with me,” Jobs said. “I’m going to take you to your new desk.” Jobs drove Hertzfeld, computer and all, in his silver Mercedes to the Macintosh offices.

Oh my God, look!” I stand and hold out my hand for Sam to inspect. “Wow,” he says, taking the glass and holding it up to the sun. “Red is, like, the rarest color there is. You’re totally lucky you even saw it.” I take the deep red, half-dollar-sized piece from him and smile, looking out across the ocean. I told Matt in my letter before we left that I’d find a piece just for him, but now that it’s actually here, sparkling in my hand, I know he’d want me to do something else with it. I raise it above my head and throw it as hard and as far as I can into the sea. Let someone else have a lucky day, Anna. Sam laughs. “Hey, crazy, what’d you do that for? You’ll probably never see something like that again in your entire life.” “Right. But I did see it. And now someone else can, too.

That seemed a bit odd. I didn’t yet know that taking a long walk was his preferred way to have a serious conversation. It turned out that he wanted me to write a biography of him. I had recently published one on Benjamin Franklin and was writing one about Albert Einstein, and my initial reaction was to wonder, half jokingly, whether he saw himself as the natural successor in that sequence. Because I assumed that he was still in the middle of an oscillating career that had many more ups and downs left, I demurred. Not now, I said. Maybe in a decade or two, when you retire. I had known him since 1984, when he came to Manhattan to have lunch with Time’s editors and extol his new Macintosh. He was petulant even then, attacking a Time correspondent for having wounded him with a story that was too

Jobs’s reluctance to make the Mac compatible with the architecture of the Lisa was motivated by more than rivalry or revenge. There was a philosophical component, one that was related to his penchant for control. He believed that for a computer to be truly great, its hardware and its software had to be tightly linked. When a computer was open to running software that also worked on other computers, it would end up sacrificing some functionality. The best products, he believed, were “whole widgets” that were designed end-to-end, with the software closely tailored to the hardware and vice versa. This is what would distinguish the Macintosh, which had an operating system that worked only on its own hardware, from the environment that Microsoft was creating, in which its operating system could be used on hardware made by many different companies.

if you try too hard to force something, you just push it further away, and that the missing piece of the puzzle could be right there under your nose (or a few floors below you at work, at least) just waiting for you to find it. Don’t ignore what’s around you because you’re so focused on what you’re trying to move closer to. You never really know if that person you end up stuck in a lift with may just be the love of your life.

One day Jobs came into the cubicle of Larry Kenyon, an engineer who was working on the Macintosh operating system, and complained that it was taking too long to boot up. Kenyon started to explain, but Jobs cut him off. “If it could save a person’s life, would you find a way to shave ten seconds off the boot time?” he asked. Kenyon allowed that he probably could. Jobs went to a whiteboard and showed that if there were five million people using the Mac, and it took ten seconds extra to turn it on every day, that added up to three hundred million or so hours per year that people would save, which was the equivalent of at least one hundred lifetimes saved per year. “Larry was suitably impressed, and a few weeks later he came back and it booted up twenty-eight seconds faster,” Atkinson recalled. “Steve had a way of motivating by looking at the bigger picture.

How can I make a stranger see her as she stopped in the hall at the foot of the stairs and turned to us? I have never been able to describe even my fictitious characters except by their actions. It has always seemed to me that in a novel the reader should be allowed to imagine a character in any way he chooses: I do not want to supply him with ready-made illustrations. Now I am betrayed by my own technique, for I do not want any other woman substituted for Sarah, I want the reader to see the one broad forehead and bold mouth, the conformation of the skull, but all I can convey is an indeterminate figure turning in the dripping macintosh, saying, ‘Yes, Henry?’ and then ‘You?’ She had always called me ‘you’. ‘Is that you?’ on the telephone, ‘Can you? Will you? Do you?’ so that I imagined, like a fool, for a few minutes at a time, there was only one ‘you’ in the world and that was me.

No one thinks they’re going to get old. We think we’ll always be cool and in touch, with our fingers firmly on the pulse, but then it starts happening. You hate modern fashion, contemporary music sounds like noise, teenagers annoy you just by having fun within proximity of you, and all the men you used to lust after in romcoms are suddenly silver foxes, exclusively cast as dad characters. I live in fear of the day Freddie Prinze Jr is cast as a granddad.

You gonna have dinner with her and everything?" Grant lifted a brow but managed to keep his composure. Everything, he reminded himself, meant different things to different people. At the moment it conjured up rather provocative images in his brain. "Things are presently unsettled," he murmured, using one of Macintosh's stock phrases. Catching himself, he grinned. "Yeah, we're going to have dinner." And something, he added as he strolled out after Gennie. "What was all that about?" she demanded. "Man talk." "Oh,I beg your pardon." The way she said it-very antebellum and disdainful-made him laugh and pull her into his arms to kiss her in full view of all of Windy Point.As the embrace lingered on,Grant caught the muffled crash from inside Fairfield's. "Poor Will," he murmured. "I know just how he feels." Humor flashed into his eyes again. "I better start around in the boat if we're going to have dinner...and everything." Confused by his uncharacteristic lightheartedness, Gennie gave him a long stare. "All right," she said after a moment. "I'll meet you there.

The connection between the design of a product, its essence, and its manufacturing was illustrated for Jobs and Ive when they were traveling in France and went into a kitchen supply store. Ive picked up a knife he admired, but then put it down in disappointment. Jobs did the same. “We both noticed a tiny bit of glue between the handle and the blade,” Ive recalled. They talked about how the knife’s good design had been ruined by the way it was manufactured. “We don’t like to think of our knives as being glued together,” Ive said. “Steve and I care about things like that, which ruin the purity and detract from the essence of something like a utensil, and we think alike about how products should be made to look pure and seamless.” At most other companies, engineering tends to drive design. The engineers set forth their specifications and requirements, and the designers then come up with cases and shells that will accommodate them. For Jobs, the process tended to work the other way. In the early days of Apple, Jobs had approved the design of the case of the original Macintosh, and the engineers had to make their boards and components fit.

has a liberty and a license to do that. The normal rules of social engagement, he feels, don’t apply to him. Because of how very sensitive he is, he knows exactly how to efficiently and effectively hurt someone. And he does do that. Every now and then a wise colleague would pull Jobs aside to try to get him to settle down. Lee Clow was a master. “Steve, can I talk to you?” he would quietly say when Jobs had belittled someone publicly. He would go into Jobs’s office and explain how hard everyone was working. “When you humiliate them, it’s more debilitating than stimulating,” he said in one such session. Jobs would apologize and say he understood. But then he would lapse again. “It’s simply who I am,” he would say. One thing that did mellow was his attitude toward Bill Gates. Microsoft had kept its end of the bargain it made in 1997, when it agreed to continue developing great software for the Macintosh. Also, it was becoming less relevant as a competitor, having failed thus far to replicate Apple’s digital hub strategy. Gates and Jobs had very different approaches to products and innovation, but their rivalry had produced in each a surprising self-awareness.

The advertisement that Apple aired during the 1984 Superbowl has become the stuff of legend. In it the company presented itself as a force of liberation, which would counter the Orwellian surveillance state. In lock-step, listless workers – evidently without a will of their own – march into a vast hall and listen to Big Brother’s fanatical declamations on the telescreen. Then the ad shows a woman rushing into the assembly hall, the Thought Police in hot pursuit. Bearing a sledgehammer before her heaving breast, she dashes forward. Full of resolve, she runs straight up to Big Brother and throws the sledgehammer at the telescreen with all the force she can muster; it explodes in a dazzling burst of light. The assembled workers promptly awaken from their torpor. A voice declares: ‘On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like 1984.’ But despite Apple’s message, 1984 did not signal the end of the surveillance state so much as the inception of a new kind of control society – one whose operations surpass the Orwellian state by leaps and bounds. Now, communication and control have become one, without remainder. Now, everyone is his or her own panopticon. 9.

Well, Gordon assigned me to write a major piece of software for the Apple Macintosh. Financial spreadsheet, accounting, that sort of thing, powerful, easy to use, lots of graphics. I asked him exactly what he wanted in it, and he just said, ‘Everything. I want the top piece of all-singing, all-dancing business software for that machine.’ And being of a slightly whimsical turn of mind I took him literally. “You see, a pattern of numbers can represent anything you like, can be used to map any surface, or modulate any dynamic process—and so on. And any set of company accounts are, in the end, just a pattern of numbers. So I sat down and wrote a program that’ll take those numbers and do what you like with them. If you just want a bar graph it’ll do them as a bar graph, if you want them as a pie chart or scatter graph it’ll do them as a pie chart or scatter graph. If you want dancing girls jumping out of the pie chart in order to distract attention from the figures the pie chart actually represents, then the program will do that as well. Or you can turn your figures into, for instance, a flock of seagulls, and the formation they fly in and the way in which the wings of each gull beat will be determined by the performance of each division of your company. Great for producing animated corporate logos that actually mean something. “But the silliest feature of all was that if you wanted your company accounts represented as a piece of music, it could do that as well. Well, I thought it was silly. The corporate world went bananas over it.

The first time he saw her, he formed an impression that did not change for many years: She was a dour, bookish, geeky type who dressed like she was interviewing for a job as an accountant at a funeral parlor. At the same time, she had a flamethrower tongue that she would turn on people at the oddest times, usually in some grandiose, earth-scorching retaliation for a slight or breach of etiquette that none of the other freshmen had even perceived. It wasn't until a number of years later, when they both wound up working at Black Sun Systems, Inc., that he put the other half of the equation together. At the time, both of them were working on avatars. He was working on bodies, she was working on faces. She was the face department, because nobody thought that faces were all that important -- they were just flesh-toned busts on top of the avatars. She was just in the process of proving them all desperately wrong. But at this phase, the all-male society of bit-heads that made up the power structure of Black Sun Systems said that the face problem was trivial and superficial. It was, of course, nothing more than sexism, the especially virulent type espoused by male techies who sincerely believe that they are too smart to be sexists. That first impression, back at the age of seventeen, was nothing more than that -- the gut reaction of a post-adolescent Army brat who had been on his own for about three weeks. His mind was good, but he only understood one or two things in the whole world --samurai movies and the Macintosh -- and he understood them far, far too well. It was a worldview with no room for someone like Juanita.

I press the blue glass triangle to my lips and smile for Matt, my best-friend-that’s-a-boy, my last goodbye to the brokenhearted promise I carried like my journal for so long. Somewhere below the black frothy ocean, a banished mermaid reads my letters and weeps endlessly for a love she’ll never know – not for a single moment. Before the trip, Frankie and I set out to have the Absolute Best Summer Ever, the summer of twenty boys. We’ll never agree on the final count – whether the boys from Caroline’s should be included in the tally, whether the milk-shake man was too old to be considered a “boy,” whether her tattooed rock star interlude was anything other than a rebound. But in the end, there were only two boys who really mattered. Matt and Sam. When I close my eyes, I see Sam lying next to me on the blanket that first night we watched the stars – the night he made me look at everything in a different way; the breeze on my skin and the music and the ocean at night. But I also see Matt; his marzipan frosting kiss. All the books he read to me. His postcard fairy tales of California, finally coming to life in Zanzibar Bay. When I kissed Sam, I was so scared of erasing Matt. But now I know that I could never erase him. He’ll always be part of me – just in a different way. Like Sam, making smoothies on the beach two thousand miles away. Like Frankie, my voodoo magic butterfly finding her way back home in the dark. Like the stars, fading with the halo of the vanishing moon. Like the ocean, falling and whispering against the shore. Nothing ever really goes away – it just changes into something else. Something beautiful.

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know that taking a long walk was his preferred way to have a serious conversation. It turned out that he wanted me to write a biography of him. I had recently published one on Benjamin Franklin and was writing one about Albert Einstein, and my initial reaction was to wonder, half jokingly, whether he saw himself as the natural successor in that sequence. Because I assumed that he was still in the middle of an oscillating career that had many more ups and downs left, I demurred. Not now, I said. Maybe in a decade or two, when you retire. I had known him since 1984, when he came to Manhattan to have lunch with Time’s editors and extol his new Macintosh. He was petulant even then, attacking a Time correspondent for having wounded him with a story that was too revealing. But talking to him afterward, I found myself rather captivated, as so many others have been over the years, by his engaging intensity. We stayed in touch, even after he was ousted from Apple. When he had something to pitch, such as a NeXT computer or Pixar movie, the beam of his charm would suddenly refocus on me, and he would take me to a sushi restaurant in Lower Manhattan to tell me that whatever he was touting was the best thing he had ever produced. I liked him. When he was restored to the throne at Apple, we put him on the cover of Time, and soon thereafter he began offering me his ideas for a series we were doing on the most influential people of the century. He had launched his “Think Different” campaign, featuring iconic photos of some of the same people we were considering, and he found the endeavor of assessing historic influence fascinating. After I had deflected his suggestion that I write a biography of him, I heard from him every now and then. At one point I emailed to ask if it was true, as my daughter had told me, that the Apple logo was an homage to Alan Turing, the British computer pioneer who broke the German wartime codes and then committed suicide by biting into a cyanide-laced apple. He replied that he wished he had thought of that, but hadn’t. That started an exchange about the early history of Apple, and I found myself gathering string on the subject, just in case I ever decided to do such a book. When my Einstein biography came out, he came to a book event in Palo Alto and