Steve Jobs: The Man in the Machine Page #8

And so, we have to be really clear

on what we want them to know

about us.

Our customers want to know

who is Apple

and what is it that we stand for.

What we have is something

that I am...

...I am very moved by.

Here's to the crazy ones.

Jobs was so moved

by the ad he'd commissioned

that he produced a version where

he did the voiceover himself.

The round pegs in the square holes.

The ones

who see things differently.

They're not fond of rules, and they

have no respect for the status quo.

You can quote them, disagree with them,

glorify or vilify them.

About the only thing

you can't do is ignore them

because they change things.

While some may see them

as the crazy ones, we see genius.

Because the people who are crazy enough

to think they can change the world...

...are the ones who do.

It honors those people

who have changed the world.

Some of them are living,

some of them are not.

But the ones that aren't, you know

that if they ever used a computer,

it would have been a Mac.

The theme of the campaign is

"Think different."

Think different.

In one brilliant, ungrammatical phrase,

Jobs told a story of rebellion,

the triumph of the iconoclastic genius.

With "Think different," was Jobs

trying to frame his own story?

More than a CEO,

he positioned himself as an oracle,

a man who could tell the future

of technology.

You know, a lot of times,

great products are sort of convergence

of the right set of technologies.

And Steve was brilliant

at getting to a fork in the road

and choosing the right fork.

We got a chance to play

with a variety of music players,

and they sucked.

So, we decided, Steve said,

you know, "Go build a music player."

So, I assembled a small team to take

a look at what it would take to do it,

and the conclusion was the technology

really wasn't ready yet.

Then in February of 2001,

the Toshiba guys brought out

the 1.8-inch hard drive.

So, as soon as I saw that I go,

"That's what we need

to build the iPod."

So, I went to Steve, and I go,

"OK, I know how to do it now."

"I need $10 million."

And Steve goes, "OK,

I'll write you a $10 million check."

I went to Fred to make sure

the check wouldn't bounce,

and Fred said, "Yeah, you know, go."

And so I started ramping the team up,

and, you know, we delivered

the iPod later that year.

One, two, three, four

Tell me that you love me more

Sleepless long nights

That is what my youth was for

Oh, oh, oh

You're changing your heart

Oh, oh, oh

You know who you are

One, two, three, four

Tell me that you love me more

Sleepless long nights

That is what my youth was for

Oh, teenage hopes

Jobs's genius

was how he sold the iPod.

It wasn't a machine for you.

It was you.

People sometimes forget

that they're very unique

and that they have very unique

feelings and perspectives.

You know,

the whole computer industry

wants to forget about the humanist side

and just focus on the technology,

but we think there's

a whole other side to the coin,

which is what do you do

with these things?

Can we do more than just spreadsheets

and word processors?

Can we help you express yourself

in richer ways?

Apple at the core, its core value,

is that we believe

that people with passion

can change the world for the better.

That's what we believe.

Steve talks a lot

about the values of the company.

And said that Apple was a company

that was designed

to make the world a better place.

Was that a heartfelt thing for Steve?

I believe it was

a heartfelt thing for Steve.

I think that he did want to make

the world a better place.

I think that he felt

by delivering great products

that were easy to use and beautiful,

that it would

make people's lives better.

Is that enough?

Is making and selling products,

even if they're good,

even if they're the best, enough

to make the world a better place?

Apple's a business.

And we've somehow attached

this emotion to a business,

which is just there to make money

for its shareholders, right?

That's all it is. Nothing more.

You know, creating that association

was probably one of Steve's

greatest accomplishments.

- It's queued up to play.

- Awesome.

I remember at this point, when the music

plays in the beginning,

there's just this energy, right?

You have on the one side

this huge bank of photographers,

and I remember

looking at all these guys

with their cameras trained on Steve,

thinking,

"You guys have no idea

what's about to happen."

And to be fair, neither did we.

Thank you for coming.

We're going to make some history

together today.

Any time you see an Apple event,

know that there's a team of people

in the audience who are just sick.

We are calling it "iPhone."

Today... Today,

Apple is going to reinvent the phone.

And so, rather than talk about this

some more, let me show it to you.

So, if you're giving a demo,

and you deviate off the script,

well, lots of bad things

can go wrong.

When Steve comes up with,

"Here's what I want to show,"

everything is dissected.

The message that he's trying to say

is then dissected

into very specific actions.

And let me go ahead and get

that picture within picture up.

I'm going to go ahead and just push

the "sleep wake" button.

There we go, right there.

And to unlock the phone, I just take

my finger and slide it across.

All right, you want to see that again?

So, he's got, you know,

several discrete parts of the demo.

We had a flask of Scotch with us,

and after every little part,

the person who was responsible for

that portion, you know, took a hit.

I want to make a call to Jony Ive.

I can just push here,

and I see Jony Ive's contacts

with all his information.

The Jony Ive call, oh, my God.

There's all sorts of ways that

this could have gone sideways.

- Hey, Jony, how you doing?

- I'm good. How you doing?

Well, it's been two-and-a-half years,

and I can't tell you how thrilled I am

to make the first public phone call

with iPhone.

He goes to the music.

Let's go into Dylan here.

Let's play Like a Rolling Stone.

He gets the web browser up there.

I want to show you Safari

running on a mobile device.

So, let's go to the web.

Boom.

Unbelievable.

And then at the end,

he has that moment

where he swizzles it all together.

At the end, where he orders thousands

of lattes from some, you know,

poor woman at a Starbucks

down the road.

Good morning. This is Starbucks

and how can I help you?

Yes, I'd liked to order

4,000 lattes to go, please.

No, just kidding.

Wrong number. Thank you. Bye-bye.

OK.

As soon as the demo was over,

we left.

And we just turned San Francisco

into a... It was a sh*t show.

That was a night to remember.

Man, you just had this release

of years of anxiety.

And then we got up tomorrow,

the next day, and did it all over again.

And we had to finish the product

at this point.

And that was tough,

especially with a raging hangover,

but it was a lot of fun.

The biggest thing he made was

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