Steve Jobs: Billion Dollar Hippy

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October this year.

Around the world, devoted fans

mourned the death of Steve Jobs,

the force of nature behind Apple.

He distorted reality. It's a mixture

of charisma, chutzpah,

bullshit, self-belief, self-delusion,

and insane ambition.

Apple's hi-tech products

have inspired fervour.

Oh, it's beautiful. It's very sexy.

Defining cool consumerism

for a worldwide tribe.

Hyped by the man

who personified the brand.

It works like magic.

They look so good,

you want to lick 'em.

It's unbelievable.

No-one had quite

that mixture of arrogance,

humility, talent

and presence, which Steve Jobs had.

He's changed music, he's changed

movies, he's changed computers

a couple of times.

He's created industries

that we didn't think we needed.

Jobs was a perfectionist.

To Steve, everything was about

taste. Just like someone

writing a great piece of music.

And a tyrant.

Steve Jobs yelling at you with

his full force is kind of

a pretty frightening thing

for most people.

How did a drug-taking college

dropout

create one of the most successful

corporations in the world?

His hippy background made him

a better billionaire.

This is the inside story

of how Steve Jobs took Apple

from a suburban garage

to global supremacy.

This is the launch of the Macintosh

computer in 1984.

An early glimpse of the way

Apple has marketed itself

to the world ever since.

MUSIC:
"Chariots Of Fire"

by Vangelis

The Macintosh was the first computer

with a mouse that was meant

for all of us.

It has turned out insanely great.

APPLAUSE:

We were all very idealistic

and passionate.

This was our personal cause.

In this auditorium,

three crucial factors

came together for the first time.

A new computer designed to be

easier to use

than any that

had come before.

Sold with an audacious

message of revolution.

And hyped by Steve Jobs himself.

I'd like to open the meeting

with a an old poem by Dylan.

That's Bob Dylan.

LAUGHTER:

Come writers and critics who

prophesise with your pens

And keep your eyes wide...

What started here in 1984,

with the launch of the Mac

became the template that certainly

got improved upon as Apple became

one of the great marketing companies

that the world has ever seen.

..for the loser now

will be later to win

for the times they are a-changin'.

APPLAUSE:

The whole auditorium of about

2,500 people

gave it a standing ovation.

It was a very, very emotional moment

because it was no longer ours.

From that day forward, it was no

loner ours, we couldn't change it.

Jobs cast Apple

as the plucky underdog,

taking on a domineering rival.

IBM wants it all

and is aiming its guns on its last

obstacle to industry control - Apple.

Will big blue dominate

the entire computer industry?

The entire information age?

Was George Orwell right about 1984?

APPLAUSE:

'We celebrate the first glorious

anniversary...'

Apple created an advert

that painted IBM as Big Brother.

the enemy of freedom.

These images have helped define

Apple as a brand ever since.

'We shall prevail.'

That was the birth

of the Apple brand.

It was talked about

and it was literally

focusing on a revolution.

And that revolutionary theme

was absolutely at the core

of what made Apple successful

over the next years.

The 1984 ad was the first time

when you started to get a real

sense of the Apple club.

People who defined themselves by

their association with the brand.

That they weren't IBM clones,

they were these creative thinkers

who had a different attitude,

in some way.

I think that's been

the kind of common currency

that's been carried on since then.

Nearly three decades on,

Apple was still following

the marketing template

set out

all those years ago.

This year, Steve Jobs was

centre stage for the launch

of its latest tablet.

And just like in 1984, his pitch

was that Apple stands for something

more than selling computers.

It's in Apple's DNA

that technology alone is not enough.

That it's technology

married with liberal arts,

married with the humanities

that yields us the result

that makes our hearts sing.

From the launch of the Macintosh

to the unveiling of the latest iPad,

two events,

which span a quarter of a century,

and yet which reveal a consistent

vision in the company Jobs created.

It wasn't a vision

born of a business school education.

It wasn't a product of consumer

focus groups.

The roots of that vision

lay in the Californian

counter culture in which he grew up.

MUSIC:
"The Times They Are

A-Changin'" by Bob Dylan

# Come gather round, people

wherever you roam... #

The young Steve Jobs

came to believe technology

COULD change the world.

In California in the 1960s and '70s,

Jobs found himself at the centre

of two colliding worlds.

The hippy movement

and computers.

# Oh, the times,

they are a-changin'... #

We spent a lot of time

driving around in his old Volvo.

I don't remember ever listening to

anything other than Bob Dylan tapes.

We would play them

over and over again.

Born in 1955,

Jobs was adopted by a modest family

and grew up

in the Santa Clara Valley.

It was becoming better known

as Silicon Valley

as hi-tech firms sprang up.

And nearby,

San Francisco was becoming the

epicentre of the counter culture.

Jobs opened himself up to both.

He's got a lot of compartments

in his mind.

He was intense and thoughtful

and I liked that about him.

At college, Jobs met Daniel Kottke.

Jobs quickly dropped out

of his course

and lost no time tuning in.

We both got copies of this new book,

Be Here Now.

It was written by Ram Dass

and all about his trip to India,

searching for a holy man who could

explain what psychedelics do.

It was fascinating for me

and for Steve also and so that was

the basis of our friendship.

Jobs became a hippy,

pursuing paths

to personal liberation.

He and Kottke took their own

trip to India,

and LSD, as this

extraordinary tape reveals.

He spent long periods at a commune

on a farm in Oregon.

We spent a whole week harvesting

apples and, while we were at it,

we decided we would just fast

on apples and see how that worked

and, um...

it makes you very light-headed,

cos it's just like sugar.

Jobs was inspired by

the counter culture

to believe society was there

to be reshaped.

As near as I can tell,

Steve Jobs always had that ambition

to change the world.

And he expected to do

that by empowering, um...

everybody.

But Jobs didn't share all the views

of his counter culture buddies.

Many hippies saw computers

as tools of oppression,

produced by big businesses

to extend the sway

of other big businesses.

Jobs, though, had grown up

experimenting with electronics

at home.

People who've done that

have another angle on, er,

whether technology is bad or good.

They think that technology

that pushes them around is bad

and technology that they can

push in their own direction

they think is good.

While he was still at school,

Jobs worked at one of the big

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