| 00:00:01 | They had done that, and if
you have an original idea and
you have an apple and the two
simply fall together.
|
| 00:00:09 | The classic story of the newton
and the apple.
|
| 00:00:12 | So it was that I sat down and
thoroughly enjoyed myself with
india ink and pen and
illustration board, and went
ahead and created this image of
newton with the apple, indicated
above, the detailed, wind-blown
ribbon that had the apple
computer company on it.
|
| 00:00:34 | And around the border, I had put
in the philosophical comment,
mind forever voyaging through
strange seas of thought alone.
|
| 00:00:45 | Which of course comes from the
wordsworth sonnet.
|
| 00:00:48 | And that last line seem to fit
perfectly with the whole concept
of this wonderful new product
that was going to make the
foundation of a new company.
|
| 00:00:57 | >> Apple was founded again,
though, as a corporation, in
1977 and the third founder was
mark markkula, a little more
well known than ron wayne.
|
| 00:01:07 | >> When apple came out, they
were building the apple ones in
the garage.
|
| 00:01:15 | The apple one had the ability to
have a keyboard attached
directly to it and a computer
monitor attached to it, instead
of lights and switches, you
could actually have your own
interface right there.
|
| 00:01:25 | It was groundbreaking
technology.
|
| 00:01:28 | >> Wozniak had designed this
genius piece of engineering, but
he had no idea how to sell it.
|
| 00:01:33 | He wanted to give it away.
|
| 00:01:34 | What kind of crazy idea was
that?
|
| 00:01:36 | So jobs was the one that figured
out this thing should be sold.
|
| 00:01:38 | >> What woz said recently, i
think he said, well, you know, i
don't want credit for designing
the first personal computer, i
just want credit for designing
the first good one.
|
| 00:02:01 | >> Rumor has it that jobs hated
the apple one.
|
| 00:02:04 | I've heard numerous stories that
it didn't work properly all the
time and there were issues with
it.
|
| 00:02:09 | So they were encouraging and
promoting the apple two.
|
| 00:02:12 | So what they were doing was,
they were giving discounts on
apple twos if you traded in your
apple one.
|
| 00:02:16 | Sometimes they would do an
outright swap.
|
| 00:02:19 | They wanted them off the market.
|
| 00:02:20 | Then they were getting band
sawed in half.
|
| 00:02:25 | But there were supposedly 200
boards made.
|
| 00:02:29 | Now, not all of those were sold.
|
| 00:02:30 | I hear woz has some in storage,
who knows how many, maybe a half
dozen or so.
|
| 00:02:35 | Value, I've heard as high as
$50,000 for one, but a perfectly
running one in a case is going
to fetch more if it's got the
cassette and the manuals and all
that stuff.
|
| 00:02:48 | >> I guess, yeah, kind of an
unlikely couple, an unlikely
pair.
|
| 00:02:55 | Steve wozniak was the harvard
genius, kind of a blue-collar
hacker, interested only in the
engineering.
|
| 00:03:01 | Jobs is the salesman, the slick,
smooth talker.
|
| 00:03:06 | Good-looking, young guy.
|
| 00:03:07 | >> You've got to remember, the
apple two were designed
essentially by kids who didn't
have any success behind them.
|
| 00:03:15 | >> And woz is like a hero.
|
| 00:03:17 | The great nerd hero of our
times.
|
| 00:03:22 | I mean, every geek and nerd
reveres woz.
|
| 00:03:26 | He is, you know, a living
legend.
|
| 00:03:27 | A demigod, a god amongst men.
|
| 00:03:31 | Not only for his genius, but
just for that, sort of, purity
of hacker spirit.
|
| 00:03:37 | The generosity of his genius.
|
| 00:03:39 | The idea that he's not motivated
to enrich himself.
|
| 00:03:43 | You know, he wants to build
astonishing things.
|
| 00:03:46 | And he did.
|
| 00:04:08 | >> Back in 1977, I convinced my
boss, at the time I was working
as a buyer for the team
electronics chain, which was
headquartered here in
minneapolis, convinced him to
let me go to the first annual
west coast computer fair.
|
| 00:04:23 | Out there, I discovered a number
of companies, I'd gone to look
at the processor solomon
machine, was already aware of
the altair.
|
| 00:04:38 | Discovered a little company
called apple who had a pretty
good-sized booth right inside
the front door.
|
| 00:04:42 | Struck up a conversation with
the gentleman who said they
really weren't producing yet, it
would probably be later that
year or october, something like
that.
|
| 00:04:47 | The gentleman seemed quite
knowledgeable and once he found
out that I was a buyer for a
chain of electronic stores, was
very interested and it turned
out the person I was talking to
was mike markkula.
|
| 00:04:56 | Mike proceeded to talk to us
about the program over the
coming months, we put together
agreements and what not, and in
the end, he grabbed one of the
first machines to come off the
line, put it in a bag, jumped on
an airplane and brought to it
minneapolis.
|
| 00:05:09 | This was that machine.
|
| 00:05:13 | Remember, the computer was
fairly expensive.
|
| 00:05:15 | In fact, I happen to have an
october 1977 price list.
|
| 00:05:19 | And a computer system with 16 k
of ram, which is what we
typically sold it at was $1,698.
|
| 00:05:24 | Now you can have a good chuckle
today.
|
| 00:05:28 | 16K was $540.
|
| 00:05:30 | So to outfit a machine
completely would take you up to
about $40,000.
|
| 00:05:34 | These are the pieces of software
that were available originally
with it.
|
| 00:05:38 | There was a checkbook, home
management cassette.
|
| 00:05:42 | There was the breakout game,
which was a little bit like
pong.
|
| 00:05:46 | A "star trek" game, and high-res
graphics routines.
|
| 00:05:52 | And that was what you could get
with it at this point in time.
|
| 00:05:54 | That was every piece of software
apple had.
|
| 00:05:57 | >> So, basically, you had this
before anybody else did?
|
| 00:05:59 | >> Yes.
|
| 00:06:00 | We -- I guess I have to say i,
identified the potential of the
product.
|
| 00:06:04 | We were the first
dealer/distributor that apple
ever had.
|
| 00:06:08 | I wrote apple's first
distributor agreement, which was
liberally plagiarize -- I mean,
inspired by a pioneer car stereo
agreement.
|
| 00:06:21 | Went through and defined the
terms and what would be done and
send it back and apple had their
lawyers take a look at it and we
signed it and we were the first
ever apple dealer.
|
| 00:07:40 | rental
..
|
| 00:07:43 | And you get to choose any car in the aisle.
|
| 00:07:45 | Choose any car? you cannot be serious!
|
| 00:07:48 | Seriously, you choose.okay.
|
| 00:07:51 | Go national.go like a pro.
|
| 00:09:50 | >>> The macintosh began with
jeff.
|
| 00:09:52 | Jeff raskin was a music
professor, a music professor as
well as a computer professor.
|
| 00:10:01 | Jeff was hired at apple to start
the pubs department at apple.
|
| 00:10:05 | Jeff is a great writer.
|
| 00:10:07 | Always just had a great sense of
humor.
|
| 00:10:09 | Was really articulate.
|
| 00:10:11 | Had a great rebel attitude.
|
| 00:10:15 | And I believe february '79 was
the very beginning of the mac
project, where he approached
mike markkula to talk about his
ideas about a low-cost,
easy-to-use computer.
|
| 00:10:28 | So he started writing a series
of papers.
|
| 00:10:30 | Later became called, I guess,
the macintosh papers.
|
| 00:10:33 | Then around the fall of '79,
mike markkula was impressed
enough with the papers to start
giving him a budget to pursue
starting a project.
|
| 00:10:44 | Jeff needed the hardware for a
prototype.
|
| 00:10:49 | Jeff had sort of the basic idea
of the hardware speced out.
|
| 00:10:55 | He notion of the bitmap
display, which was crucial to it
being a macintosh.
|
| 00:10:57 | But anyway, he needed to find a
hardware designer.
|
| 00:10:59 | And bill atkinson had ran into
burrell, who was working in the
service department.
|
| 00:11:06 | Bill had seen glimmers of
burrell's genius.
|
| 00:11:09 | He introduced him to jeff,
saying here's the guy who can
design your macintosh for you.
|
| 00:11:12 | Jeff said, we'll see about that.
|
| 00:11:16 | Jeff was very proud himself, but
he quickly, to jeff's credit, he
quickly saw burrell was the man
to do the job.
|
| 00:11:22 | The project really took on
reality when burrell did his
first design over christmas
vacation at the very, very end
of the decade.
|
| 00:11:29 | I think that's a notable point
about the mac, that writers
don't really make, it was really
BORN WITH THE 1980s, BECAUSE IT
Was designed right at the cusp
of the decade.
|
| 00:11:43 | But meanwhile, once he got that
going, steve jobs got wind of
it, as well as other people at
apple.
|
| 00:11:51 | Said, boy, here's this board
that is one-third the price of
the lisa, that's twice as fast.
|
| 00:11:57 | That's amazing.
|
| 00:11:57 | The most common inspiration,
clearly, was the apple two.
|
| 00:12:02 | Steve jobs is even explicit
about that, telling us we were
reincarnating the apple two for
THE '80s.
|
| 00:12:10 | I realized as we were trying to
complete the software that, boy,
the mac was so heavily graphics
based, we needed someone who was
a world-class graphic designer.
|
| 00:12:25 | I had basically asked susan to
come as my date to a few of the
macintosh parties we had.
|
| 00:12:30 | That was kind of the first
connection.
|
| 00:12:36 | And she met some of the team and
really liked them.
|
| 00:12:39 | And so I proposed that she work
on it, but the mac prototypes
were too rare to get her one.
|
| 00:12:46 | So I first started her off with
graph paper.
|
| 00:12:47 | Went and bought some pretty fine
graph paper and told her to make
drawings by filling in the
squares or not.
|
| 00:12:53 | And she did fantastic work by
doing some drawings that way
that I think I still have
somewhere.
|
| 00:12:59 | And I showed them to people on
the team and they said, boy,
yeah, she's good.
|
| 00:13:05 | Jeff made one other key hire, a
woman named joanna hoffman,
became the macintosh's first
marketing person.
|
| 00:13:14 | She has a great story about
being interviewed by jeff while
jeff was at his piano keyboard.
|
| 00:13:20 | When he liked something she
said, he would play a happy
little melody, and when he
didn't like it so much, he would
express his feelings musically.
|
| 00:13:32 | And thosoriginal mac team
members to this day are my best
friends, my extended family.
|
| 00:13:34 | I would do anything for them.
|
| 00:13:36 | >> Apple, consciously or not,
positioned itself as an
alternative to ibm, which was
the establishment, you know, the
government, big corporations.
|
| 00:13:48 | >> In 1977, apple, a young,
fledgling company invents the
apple two, the first personal
computer, as we know it today.
|
| 00:13:57 | Ibm dismisses the personal
computer as too small to do
serious computing and
unimportant to their business.
|
| 00:14:06 | >> And this was in a time
POST-WATERGATE, LATE '70s,
People were very suspicious of
the government and what it
represented.
|
| 00:14:15 | And the pc, the personal
computer, was a revolution in
computing.
|
| 00:14:19 | And at the time, there was a
utopian mind-set, the idea that
technology, especially personal
computer technology would enable
people to throw off the shackles
of society and foment a
technological revolution.
|
| 00:14:35 | >> Ibm enters the personal
computer market in november '81
with the ibm pc.
|
| 00:14:44 | It is now 1984.
|
| 00:14:50 | It appears ibm wants it all.
|
| 00:14:53 | Will big blue dominate the
entire computer industry?
|
| 00:14:58 | The entire information age?
|
| 00:15:01 | Was george orwell right about
"1984"?
|
| 00:15:12 | >> Hello.
|
| 00:15:13 | I am macintosh.
|
| 00:15:14 | It sure is great to get out of
that bag.
|
| 00:15:21 | I am to public speaking.
|
| 00:15:24 | I would like to share with you
of the first time I met an ibm
mainframe.
|
| 00:15:29 | Never trust a computer you can't
lift.
|
| 00:16:00 | >> He made a lot of money out of
apple, but he dropped out of
silicon valley and he taught
high school for ten years.
|
| 00:16:06 | He volunteered in the local high
school to teach kids engineering
and computer science.
|
| 00:16:13 | >> When apple lost steve, they
lost their way, to some extent.
|
| 00:16:18 | >> They became a shadow of what
they were.
|
| 00:16:23 | >> THE FIRST HALF OF THE '90s,
They were sort of all over the
place.
|
| 00:16:27 | They didn't know, exactly, what
the best thing for them to do
was.
|
| 00:16:30 | They didn't know if they were
supposed to be licensing the
operating system or, you know,
if they should be making the
newton and trying to do the next
big thing.
|
| 00:16:40 | >> Well, I think the main thing
that touched most people was at
the time, all the press was bad
about apple.
|
| 00:16:44 | Apple was going to die,
macintosh's market share was
slipping.
|
| 00:16:49 | There is no software, there is
no hardware.
|
| 00:16:54 | Everything was coming unglued.
|
| 00:16:57 | My first job at apple was
software evangelist.
|
| 00:17:00 | My duties were to find
developers and meet with
developers and convince them to
write macintosh versions of
their software, as well as
hardware manufacturers, to great
peripherals and stuff.
|
| 00:17:11 | It was basically to proselytize
macintosh to the third party
software developer community.
|
| 00:17:21 | The first time I was there, we
were going to change the world.
|
| 00:17:25 | Bringing out macintosh for the
first time, no one had ever seen
it, changing the world.
|
| 00:17:28 | The second time, obviously, the
world had been changed.
|
| 00:17:30 | Perhaps the world had been
changed by adopting windows too.
|
| 00:17:33 | Second tour of duty came when
apple was supposed to die again.
|
| 00:17:38 | So every ten years ago, apple is
supposed to die.
|
| 00:17:43 | And I went back at the height or
depth of these problems,
basically to ensure that the
macintosh cult remained vibrant
and alive and cared for.
|
| 00:17:58 | And so because I couldn't really
control any medium, I started an
e-mail list server, which had,
at its peak, about 44,000
subscribers.
|
| 00:18:09 | And it was only good news.
|
| 00:18:13 | So one could make the case that
I was blogging before anybody
else knew what blogging was.
|
| 00:18:17 | I just didn't know it.
|
| 00:18:20 | I had a very big list.
|
| 00:18:24 | 44,000, Even today, 44,000 would
be a big list.
|
| 00:18:26 | But it was very big back then.
|
| 00:18:28 | And I would just push out good
news.
|
| 00:18:31 | And it became a source of
information so that software
developers would send us notices
and special offers and all that
and we would push it out to the
community and the community
would then push it out to the
rest of the people.
|
| 00:18:47 | A guy kawasaki law is sales
fixes everything.
|
| 00:18:49 | So when you have great sales,
everybody gets along, life is
good, everybody's a visionary.
|
| 00:18:54 | You know, everything's good.
|
| 00:18:55 | When sales suck, everything
sucks.
|
| 00:18:59 | So sales were sucking.
|
| 00:19:01 | So apple was divided into
factions.
|
| 00:19:05 | There was the john-louis gasse
faction and there was the bill
campbell faction.
|
| 00:19:09 | Campbell believed in marketing.
|
| 00:19:15 | Gassee believed in engineering.
|
| 00:19:17 | Pick one.
|
| 00:19:17 | And that kind of tore the
company apart.
|
| 00:19:19 | And the reason why I survived
all of this is because I never
really joined either camp.
|
| 00:19:24 | That's one of the things that's
pathetic about silicon valley,
is everybody wants to be
something they're not.
|
| 00:19:31 | And if you're a venture
capitalist, you want to be an
entrepreneur.
|
| 00:19:33 | If you're an entrepreneur, you
want to be this.
|
| 00:19:37 | Me, I just want to be a hockey
player.
|
| 00:19:38 | Everybody wants to be something
they're not.
|
| 00:19:40 | And at that time, that was
rampant at apple.
|
| 00:20:09 | coloursin
world,
but in business,only two matter:
red and black.
|
| 00:20:15 | Red, well, no one wants that.
|
| 00:20:16 | Black on the other hand,has strength.
|
| 00:20:20 | Black is always in style.
|
| 00:20:22 | It's what businesslooks best in.
|
| 00:20:24 | Black is wheregrowth and success happen,
and it's easier to get thereand stay there
inOntario, Canada,
especially with ourcompetitive tax rate.
|
| 00:20:33 | ♪♪♪♪♪♪
|
| 00:20:34 | Ontario, Canada -
the world works here.
|
| 00:23:34 | >>> When I got started was 1979.
|
| 00:23:38 | When I took spare parts and
built an apple two.
|
| 00:23:41 | And then I tried to figure out
how I could attach musical
instruments to the computer,
which led to why I needed to
learn how to write code.
|
| 00:23:51 | Which led to quitting college,
which then led to getting a job
and then over the years, that
turned into getting hired at
apple.
|
| 00:24:03 | So I was sort of informally in
the quicktime group as I was the
formal member of the os team,
although I didn't really report
too well into that group.
|
| 00:24:13 | We were always kind of a
renegade kind of a group.
|
| 00:24:15 | But we got [ bleep ] done.
|
| 00:24:18 | But the work was really the
sound manager, which was this
complete rewrite that ended up
fixing a lot of problems and
ported it from all this nasty
assembly code and rewrote it in
"c" and made it go like ten
times faster.
|
| 00:24:31 | And about the same time we got
the sound manager working, i
started working inside the
moonlight hours over in the
forbidden zone of what the
quicktime guys were doing.
|
| 00:24:41 | They were hiding out in the
networking building.
|
| 00:24:44 | And the original idea was, now
we've got these cd roms.
|
| 00:24:46 | They're not just bigger
floppies.
|
| 00:24:49 | What can we do with them?
|
| 00:24:52 | I know, let's make movies.
|
| 00:24:53 | And so that's where the postage
stamp movie idea came from.
|
| 00:24:56 | Was, you can't put one on a
floppy, but you could put one on
a cd rom.
|
| 00:25:01 | So, you know, taking advantage
of the new media and so that was
the basic idea for quicktime.
|
| 00:25:05 | Then that invented all these
other ideas of how do you
compress the audio.
|
| 00:25:09 | How do you compress video, how
do you stream it, how do you
play it, how do you synchronize
, how do you do all these
things in realtime?
|
| 00:25:17 | How do you control it?
|
| 00:25:18 | And then quicktime turned into
this entire industry based upon
that basic idea.
|
| 00:25:23 | The people on the outside think
that, you know, it's like this
wonderful world of oz or disney
going on, and all of us are just
all these brilliant, amazing,
happy people.
|
| 00:25:31 | And it's not.
|
| 00:25:33 | It's like a sausage factory.
|
| 00:25:34 | You don't want to know how this
stuff happens.
|
| 00:25:36 | A lot of it is just bad
arguments and politics and
working around the rules and not
doing the right thing and
apologizing for it later and
getting fired a few times.
|
| 00:25:48 | I mean, that's how things got
done.
|
| 00:25:51 | It's definitely like don't pay
attention to the man behind the
curtain.
|
| 00:25:54 | There's a lot of that kind of
stuff.
|
| 00:25:56 | You don't want to know how this
stuff is built.
|
| 00:25:58 | To me, it's embarrassing.
|
| 00:26:00 | There's always big flaws to a
lot of this stuff.
|
| 00:26:03 | There was a computer that we
shipped, where the speakers'
magnet was right next to the
hard drive.
|
| 00:26:15 | Now, when you played a sound, it
caused the hard drive's
read/write head to misalign.
|
| 00:26:27 | So in the midst of playing your
quicktime movie, your computer
would completely freeze because
it played a sound.
|
| 00:26:34 | And I'm like what kind of
engineers do we have around here
that would put a magnet right
next to your hard drive?
|
| 00:26:39 | Jesus [ bleep ].
|
| 00:26:40 | It beeped and it crashed.
|
| 00:26:43 | And then they wanted me, believe
it or not, this was the
solution, they wanted me to
change the decibels of the
speakers so that it wouldn't
interfere with the hard driver.
|
| 00:26:51 | You're kidding me?
|
| 00:26:54 | That's classics.
|
| 00:26:55 | Engineers are retarded.
|
| 00:26:57 | They have some kind of brain
damage that allows them to not
have social skills that they can
concentrate long enough to write
code.
|
| 00:27:04 | But it's a disease.
|
| 00:27:07 | That's why I had to quit.
|
| 00:27:09 | I'm like an engineer in
recovery.
|
| 00:27:11 | I'm, you know, I don't want to
write code anymore.
|
| 00:27:13 | It just makes you retarded.
|
| 00:27:14 | Get a girlfriend.
|
| 00:27:15 | Get a life.
|
| 00:27:27 | >> There were times when it
was -- when it was more
difficult, you know, when
microsoft was at its strongest.
|
| 00:27:33 | >> When I think about comparing
microsoft and apple, I think
about the basic values of the
company being almost
diametrically opposed.
|
| 00:27:41 | >> They have managed to
distinguish themselves as the
company that isn't microsoft.
|
| 00:27:49 | And I think there are a lot of
mac users who choose to use a
mac for that reason, that it
isn't a windows machine.
|
| 00:27:56 | >> I've used windows to the
extent that I've had to use
windows.
|
| 00:28:00 | And I just cannot understand
some stuff there.
|
| 00:28:05 | >> I've hated windows for a
number of years and I could
never figure out why.
|
| 00:28:08 | And about three years ago, it
finally hit me, that the reason
I hated it was because it always
makes me feel stupid.
|
| 00:28:14 | I go to do something and it
gives me a warning that I don't
understand, it's cryptic.
|
| 00:28:20 | >> You know, microsoft was one
of the first big developers for
apple.
|
| 00:28:26 | I mean, they made a fortune
developing software for apple.
|
| 00:28:29 | And also for the mac.
|
| 00:28:29 | And they're one of the first big
mac developers as well.
|
| 00:28:33 | >> As far as the pc users and
mac users being compared, i
really feel that there is a lot
of give and take in the pc
users' world, but that the pc
users really get off on how
complicated it is.
|
| 00:28:52 | It makes them feel superior when
they set down with somebody and
totally confuse them.
|
| 00:28:56 | >> Everything that went into our
things that were initially
purchased from other companies
and developed for the mac.
|
| 00:29:02 | And then, of course, rolled into
windows.
|
| 00:29:06 | And then, you know, they -- bill
gates saw the mac operating
system and was like, way to go,
and windows 3 won, borrowed
heavily from that, and windows
95, ten years later.
|
| 00:29:19 | The rest is history.
|
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| 00:29:47 | We can't use them for a vacation.
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| 00:29:48 | You can use the points for just about anything.
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| 00:31:14 | [ Female Announcer ] MOST PEOPLE MAKE RESOLUTIONS...
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| 00:31:20 | ..
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| 00:31:22 | And let cheerios help tackleyour cholesterol.
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| 00:31:24 | Now you could win a free box to get started.
|
| 00:32:40 | >>> You're watching "welcome to
macintosh" on cnbc.
|
| 00:32:57 | >>> To start us off in the right
direction is an individual who
really needs little
introduction.
|
| 00:33:03 | [ Applause ]
after all -- after all, steve
jobs has been around since the
very first macintosh.
|
| 00:33:22 | So please join with me now and
welcome, from apple computer,
steve jobs.
|
| 00:33:27 | [ Applause ]
>> during the last several
weeks, we have looked at some of
the relationships and I'd like
to announce one of our first
partnerships today, a very, very
meaningful one, and that is one
with microsoft.
|
| 00:33:50 | >> One of the things that I hear
over and over again, always from
windows people, of course, is
that microsoft saved apple from
certain doom by giving them $150
million.
|
| 00:34:01 | Well, if you look at the whole
story, steve negotiated an
agreement where microsoft agreed
to produce office for another
five years, apple wasn't going
to compete with them.
|
| 00:34:11 | At the same time, microsoft made
an investment of $150 million in
apple stock that particular day.
|
| 00:34:17 | That served two purposes.
|
| 00:34:20 | One, it made it look like
microsoft was confident in
apple's survival, because they
wouldn't have bought stock if
they didn't.
|
| 00:34:28 | And secondly, it kind of
cemented the agreement that, you
know, we're not only sure you're
going to be successful with this
product, we're going to back it
up by buying some stock, so
we're part of it.
|
| 00:34:38 | We're not only a competitor in
producing software, we're a
partner in owning stock.
|
| 00:34:44 | What most people don't tell you
is that they didn't need the
money for microsoft to survive.
|
| 00:34:49 | This was all a marketing game.
|
| 00:34:50 | And a lot of windows people
don't understand that.
|
| 00:34:52 | Microsoft didn't save apple.
|
| 00:34:55 | >> And if we want to move
forward and see apple healthy
and prospering again, we have to
let go of a few things here.
|
| 00:35:04 | We have to let go of this notion
that for apple to win, microsoft
has to lose.
|
| 00:35:07 | Okay?
|
| 00:35:14 | We have to embrace the notion
that for apple to win, apple has
to do a really good job.
|
| 00:36:24 | >> What makes companies very
successful and what makes
companies fail is the same
thing.
|
| 00:36:31 | It's sort of the passionate
adherence to a strategy.
|
| 00:36:35 | >> People who are passionately
involved in the concept, a
philosophy, a design, a product
will put everything of
themselves into it.
|
| 00:36:45 | And you don't want somebody
designing a product who isn't
passionate about it.
|
| 00:36:52 | >> Innovation is, it's really
the only interesting thing.
|
| 00:36:55 | If you're not innovating, what's
the point?
|
| 00:36:58 | >> When apple creates through
engineering something very cool
that people want to buy, it does
well.
|
| 00:37:04 | And when it doesn't, it doesn't.
|
| 00:37:07 | So, you know, guess what, newton
didn't succeed.
|
| 00:37:11 | Apple 3 didn't succeed.
|
| 00:37:12 | Lisa didn't succeed.
|
| 00:37:15 | >> If you stand back and look at
the macintosh, the macintosh
line, everything they implement
into their computers has
personality.
|
| 00:37:22 | It's like the difference between
owning a ferrari versus owning,
you know, just a ford taurus.
|
| 00:37:30 | You know, it's sleeker style,
design.
|
| 00:37:33 | It's fun to drive, you know,
versus one that you just use to
get to work.
|
| 00:37:38 | >> So macintosh was the megahit,
but what was the first company
that really made cd-rom drives
on every computer?
|
| 00:37:46 | Guess what?
|
| 00:37:47 | It was apple.
|
| 00:37:51 | Guess who democratized 80211?
|
| 00:37:53 | Airport and apple.
|
| 00:37:59 | Right?
|
| 00:38:00 | And so -- how about firewire?
|
| 00:38:01 | Who made that a standard?
|
| 00:38:02 | How about usb?
|
| 00:38:04 | >> Some companies think you can
innovate too fast because you
don't milk the cash cow to the
maximum before moving on.
|
| 00:38:12 | That's not the way apple usually
thinks.
|
| 00:38:15 | >> So after a while, it's not
just a big hit.
|
| 00:38:17 | You can say that these
revolutions were caused by
little uprisings that apple made
successful.
|
| 00:38:29 | The mouse.
|
| 00:38:30 | Now, someone can say, park had
the mouse and all that.
|
| 00:38:33 | But you know what?
|
| 00:38:34 | Park didn't make it a commercial
success.
|
| 00:38:37 | >> Apple sort of, and it
basically comes from both steve
jobs and steve wozniak, they
don't really care about that.
|
| 00:38:41 | Sure, they want to make money,
but that's not what it's about.
|
| 00:38:44 | It's artistic values.
|
| 00:38:46 | Apple wants to do the greatest
thing possible.
|
| 00:38:49 | They don't compare themselves to
someone else.
|
| 00:38:53 | Who cares about other people can
do great things too.
|
| 00:38:54 | That's great.
|
| 00:38:57 | It's more like, you know, being
transcendently brilliant.
|
| 00:39:02 | No matter how well you've done
it, how can you make it better?
|
| 00:39:05 | >> I would like to hear what
jonathan ive would say.
|
| 00:39:12 | His design is so inspired, it's
like it's devine providence or
something.
|
| 00:39:16 | >> He has a team of phenomenally
talented people, and they keep
working on a problem until they
come up with something fresh and
new, like the scroll wheel on
the ipod or that lux look in
imac.
|
| 00:39:29 | >> If you look at what apple
does, after it does it, one
thing you always have to say is,
how come nobody else did this
before, right?
|
| 00:39:38 | There's nothing, like, mythical
about the ipod and the wheel,
right?
|
| 00:39:43 | Anybody could have done that.
|
| 00:39:49 | >> You know, the colored imacs
changed design in everything.
|
| 00:39:53 | >> You know, like even on the
lids of powerbooks, they open up
very smoothly because they have
this weird counterbalancing
system.
|
| 00:39:59 | And no one is ever going to see
this, it's not something that
consumers will actually go out
and buy.
|
| 00:40:09 | >> So wouldn't you think that
some of these computer companies
would say, aha, apple does well
because it has beautiful
products.
|
| 00:40:17 | So how much could the most
expensive industrial designer in
the world cost?
|
| 00:40:24 | You know, $1 million a year in
salary?
|
| 00:40:26 | $2 Million a year?
|
| 00:40:27 | $5 Million?
|
| 00:40:29 | >> That's what makes these
products so beautiful, that
level of commitment and
dedication to the thing.
|
| 00:40:36 | To make it the best thing
possible.
|
| 00:40:39 | >> I'll tell you what, I'll take
you to fry's, and I'll show you
lines of crap.
|
| 00:40:46 | Ugly portables, ugly towers,
ugly monitors, ugly mp3 players.
|
| 00:40:52 | Why is that?
|
| 00:40:56 | I guess in a sense it proves the
point that these people don't
know what to steal.
|
| 00:44:08 | >>> They seem to be all kinds of
different people.
|
| 00:44:10 | You think that the prototypical
mac user seems to be the
graphic designer, you know, who
lives in new york or san
francisco, who's liberal, you
know, young, sort of hip.
|
| 00:44:23 | There's a lot of different age
groups, a lot of different
income brackets.
|
| 00:44:27 | A lot of people who are in a lot
of different jobs, a lot of
different professions.
|
| 00:44:32 | >> Although apple would like you
to think that everybody is a
young buck that's 20 years old
and has a mac, the truth is,
most of the user group members
are between 55 and 100 years
old.
|
| 00:44:45 | >> Well, I think the apple
community has stayed remarkably
consistent.
|
| 00:44:49 | Its people who love good
engineering, they love product
design.
|
| 00:44:53 | They love being different, no
pun intended, they love probably
being the underdog.
|
| 00:44:58 | >> But then you ask these
marketing guys, and they're
convinced that apple is a brand.
|
| 00:45:04 | And it conjures up brand
associations of creativity and
liberty, freedom, and the people
are buying into the brand, the
way they buy a coke or a beer or
a car or a pair of sneakers.
|
| 00:45:16 | It says something about them and
their personality.
|
| 00:45:20 | >> You know, I think people
might be a little more attracted
to the rebelliousness of it.
|
| 00:45:29 | I mean, you're the "anti"crowd
anyway, because you don't have a
pc, right?
|
| 00:45:43 | >> For a lot of people, it's a
elation when they go to mac
world to see all these other mac
users.
|
| 00:45:52 | It's amazing.
|
| 00:45:53 | They didn't know all these
people were out there.
|
| 00:45:55 | >> Yeah.
|
| 00:45:56 | I actually went to my first mac
world this year, which turned
out to be a really good one to
go to, since that was the one
that introduced me to iphone.
|
| 00:46:02 | >> So actually, what I want to
do is switch over to danny.
|
| 00:46:04 | Hey, danny.
|
| 00:46:05 | Still there?
|
| 00:46:06 | >> People take their vacations
at mac world, like a week
vacation just to go to mac
world.
|
| 00:46:10 | >> PROBABLY 15th.
|
| 00:46:13 | I missed last year, and janet
and i, my wife, we really
regretted it because we really
liked coming here and meeting
with people.
|
| 00:46:22 | >> I've seen people show up with
these giant suitcases, these
huge suitcases, the ones on
wheels, empty, just for all the
crap they're going to collect at
mac world, all the leaflets and
free beers and the buttons.
|
| 00:46:36 | >> I did get my t-shirt, yeah.
|
| 00:46:38 | That I made sure of.
|
| 00:46:41 | >> It's like being on the casino
floor at las vegas, without the
cigarette smoke or the drinks.
|
| 00:46:46 | So you're horribly sober and
people are barging into you and
screaming and shrieking.
|
| 00:46:52 | You know, I've been at mac world
and jobs will whip out some new
machine.
|
| 00:46:59 | And my god, I've got to have
that machine, even though I've
already got six computers, I've
got to have that one that he
just unveiled.
|
| 00:47:08 | Why?
|
| 00:47:09 | Because it's faster or has a
silver case or blue tooth built
in, or something just crazy and
stupid, really, but I've got to
have that machine.
|
| 00:47:31 | >> So just before apple is about
to open a brand-new store, a lot
of people will camp out outside
just for the honor of being the
first inside.
|
| 00:47:38 | You know, there are a lot of
people who are really, really
passionate about it.
|
| 00:47:42 | When they open up the apple
store, I went out there.
|
| 00:47:45 | There was 300, 400 people who
camped out overnight to get into
the store.
|
| 00:47:47 | And by the time they opened it,
there was several thousand.
|
| 00:47:52 | I forget, 2,000, 3,000, 4,000
people and they were wrapped
around the block a couple of
times.
|
| 00:47:58 | And before apple had mac stores
across the country, a lot of
people would go hang out at
their mom and pop apple store.
|
| 00:48:06 | People would come in with their
broken-down computer, intending
just to drop it off, but they
would end up staying all day and
start [ bleep ] and talking to
other people in the store and
they would meet other people who
they don't necessarily have
anything in common with, except
they're mac users, and that's
enough to cement it for them.
|
| 00:48:26 | >> People like us keep the
machines around for so much
longer.
|
| 00:48:28 | I don't think pc owners really
do that.
|
| 00:48:31 | But a mac user, they'll keep an
old machine around forever, as
long as it's still running.
|
| 00:48:36 | >> We've all got old macs you
can't bear to throw away, in the
basement or in a cupboard
somewhere, in the attic.
|
| 00:48:41 | They're kind of hard to part
with.
|
| 00:48:43 | You always figure one day you're
going to dust them off, do
something with them, and you
never do.
|
| 00:48:51 | They just sit rotting away.
|
| 00:48:52 | There are a lot of people who
collect them, but some are more
serious than others.
|
| 00:48:56 | >> Okay.
|
| 00:48:58 | Up first is our g3 monitor, very
rare.
|
| 00:49:02 | When this came in, a friend of
mine brought it in, it's the
first time I'd ever seen it.
|
| 00:49:07 | I didn't even know that apple
made it, but it's got the apple
logo on it and it was made for
the g3 tower.
|
| 00:49:15 | This is apple's entry.
|
| 00:49:16 | It's got the apple logo on it,
into the portable printer.
|
| 00:49:25 | I started buying a couple of
these machines from people i
know and then refurbishing them.
|
| 00:49:33 | Here's my two plus that i
purchased originally way back
when.
|
| 00:49:38 | I replaced my apple two plus
with an apple 2c and should have
thrown the two plus away, but
never did.
|
| 00:49:47 | Back here we made some kind of
attempt at putting things on
shelves, dual drives, apple
5.25s, APPLE 3.5s, APPLE
Printers, apple keyboards, apple
mice.
|
| 00:50:03 | Original boxes that are empty,
but just didn't get the heart to
throw away.
|
| 00:50:09 | Okay.
|
| 00:50:10 | We are in the bowels of the
building.
|
| 00:50:14 | Up in the rafters there was too
much nice space up here that we
didn't want to waste, so we
built these little shelves so we
COULD PUT ALL OUR 2Es, 2 PLUSES,
And it looks like critters have
been up here because some have
fallen down on the insulation.
|
| 00:50:37 | The monitors, the gs monitors,
and every single one works.
|
| 00:50:41 | They were tested before we put
them up here.
|
| 00:50:47 | Back here is a storage shed.
|
| 00:50:49 | It was meant to hold the things
that were in my basement.
|
| 00:50:53 | And luckily, we built it a
little bit bigger than what i
intended.
|
| 00:51:02 | These things are going on ebay.
|
| 00:51:04 | I've seen them as high as 600,
700 bucks.
|
| 00:51:08 | It's not ever been a money issue
on collecting or disposing of
the apples.
|
| 00:51:15 | It's probably a sickness that i
have.
|
| 00:51:20 | 6,000 Square feet building and
this is only maybe less than
half of what I have.
|
| 00:51:29 | There are probably other mac
people out there in the same
boat as I am that just wont
throw this stuff away.
|
| 00:51:39 | >> So I'm starting to see all of
these complaints about cult of
mac.
|
| 00:51:43 | It's not a cult.
|
| 00:51:45 | This is a rational choice.
|
| 00:51:46 | And these are all these new
windows people who have just
come on board and are still sort
of defensive about it, still.
|
| 00:51:53 | Because there are other windows
friends that haven't crossed
over yet.
|
| 00:51:55 | >> There is that macintosh cult
following.
|
| 00:52:00 | You don't get a following like
that for nothing, you know?
|
| 00:52:05 | You get, you know, if it's a
good product and it makes people
excited, and you can have lots
of good products.
|
| 00:52:09 | There are lots of good products
out there.
|
| 00:52:11 | I've got a skillet that's really
good, but I'm not crazy about
the skillet.
|
| 00:52:13 | >> It's always been kind of
interesting.
|
| 00:52:15 | There's definitely a fanatical
sort of zealotry of mac people.
|
| 00:52:23 | It's not a religion, it's a
computer.
|
| 00:52:26 | I've got a lawnmower too, but i
don't sit around talking about
it.
|
| 00:52:30 | So I cut my grass, whatever.
|
| 00:52:33 | I type a word document.
|
| 00:52:35 | It's a screwdriver or a blender.
|
| 00:52:36 | Whatever.
|
| 00:52:38 | I'm not really in love with my
mac.
|
| 00:52:41 | I like a good movie more than i
do a good mac.
|
| 00:52:45 | I like good beverages more than
my computer.
|
| 00:53:12 | >> I watch the rumor sites like
a hawk.
|
| 00:53:16 | I'm a little more lucky this
time.
|
| 00:53:19 | Because my blue and white g3, we
got it and then the g4 came out
like two weeks later.
|
| 00:53:23 | Like, what?
|
| 00:53:24 | >> Look how they're suing
bloggers now for revealing some
details about a very
insignificant product, although
it's been a problem that has
plagued the company.
|
| 00:53:34 | I guess it's kind of rumor
control.
|
| 00:53:39 | >> I get between 2,500 and 3,000
unique visitors a day.
|
| 00:53:45 | Which is, you know, for the fact
that I'm just putting up goofy
little jokes about a computer
company, I think that's pretty
good.
|
| 00:53:53 | I was a pretty avid reader of
rumor sites for a long time.
|
| 00:53:57 | And usually, pretty much through
THE LATE PART OF THE '90s AND
Constantly checking on what
apple is going to do next and
that kind of thing.
|
| 00:54:06 | Then it started to hit me that i
think around the time that one
of them predicted that there was
going to be a crank-powered
ibook that these guys didn't
necessarily know what they were
talking about.
|
| 00:54:17 | I think they also just got worse
when steve jobs came back,
because he cracked down on the
leaks that were going out to
these sites.
|
| 00:54:27 | They were probably actually
BETTER DURING THE MID-'90s,
Probably more accurate.
|
| 00:54:30 | I didn't start out with any goal
other than I just found myself
writing these things anyway and
I wanted a place to publish
them.
|
| 00:54:38 | So there was no grand plan in
mind.
|
| 00:54:42 | I never thought I was going to
make any money doing it, and i
do manage to actually make at
least a little bit of money
doing it.
|
| 00:54:47 | It keeps me off the streets.
|
| 00:58:25 | >>> You're watching "welcome to
macintosh" on cnbc.
|
| 00:58:37 | >>> The idea of the start-up
sound was from the apple two.
|
| 00:58:40 | The apple two, once it reset,
made a little beep with the
square root speakers, so we
thought that was a great idea.
|
| 00:58:50 | It lets the computer -- lets the
world know it made it, like an
infant's first cry.
|
| 00:58:55 | The very first one we did for
the earliest mac prototypes, we
we had a square wave sound
generator built into the early
mac prototypes, and later got
rid of that.
|
| 00:59:04 | So I made a thing that
incremented the frequence with
a -- I tweaked the delay so it
made a whooping sound.
|
| 00:59:11 | So the first original bootup
sound was more like woo-yup, or
whatever.
|
| 00:59:15 | It was a little comical, but not
very elegant.
|
| 00:59:20 | So I was experimenting with
different things for the boot
sound.
|
| 00:59:25 | But a guy named charlie kellner
had just joined the mac team.
|
| 00:59:29 | Was also a brilliant musician
and he had actually designed one
of the first pc-based
synthesizers called the alpha
centari for the apple two, was
an accomplished musician.
|
| 00:59:42 | And he looked at what I was
doing, and he was messing
around with different boot
sounds, for the period of time i
was doing it, everyone could
hear it, trying this, trying
that.
|
| 00:59:54 | And he said he had an algorithm
he always wanted to use, and
it's not conceptually musical,
but more conceptual at the
algorithm level, which was just
filling sound buffer with a
square wave and making passing
through averaging every adjacent
sample until they got to be all
same.
|
| 01:00:18 | And that made a chiming
bell-like sound.
|
| 01:00:20 | [ Bell ]
it was in the mac, starting in
1984 and lasted up until the mac
2, where once again they put in
even more sophisticated sound
hardware and came up with a
different sound that I wasn't
involved with.
|
| 01:00:29 | >> Well, the startup sound, let
me think.
|
| 01:00:30 | The main inspiration was how
horrible the one on the mac 2
was.
|
| 01:00:33 | A tri-tone is the most dissonant
sound you can imagine and stack
four of them together.
|
| 01:00:41 | And that was the sound that you
heard when you turned on the
mac, which was horrible.
|
| 01:00:48 | And so I set out, trying to
change that, because it didn't
make any sense.
|
| 01:00:52 | Especially when you usually hear
the startup sound after it
crashed.
|
| 01:00:56 | I'm like, great, reward for a
crash.
|
| 01:01:00 | So the sound I wanted to do
turned out to be politically a
challenge.
|
| 01:01:05 | No one wanted to change it.
|
| 01:01:06 | They thought of it as the brand.
|
| 01:01:07 | There was this new machine that
we were building at the time
called the quadra.
|
| 01:01:13 | And the quadra was going to have
better speakers.
|
| 01:01:17 | And I'm like, great, horrible
sound on better speakers.
|
| 01:01:21 | And so I started working on new
sounds that would be the sound
of -- well, I kind of though of
it as, what's the pallet
cleanser for a crash?
|
| 01:01:30 | Plus, it was this new bigger,
badder machine and I wanted it
to sound like a bigger, badder
machine.
|
| 01:01:43 | I remember when "byte" magazine
did the review, the opening
paragraph of the review said, "i
knew it was going to be a good
"
so I was like, I did it.
|
| 01:01:51 | That was the actual goal.
|
| 01:01:52 | I wanted it to sound like a good
computer.
|
| 01:01:56 | It's kind of cool to hear it
every time.
|
| 01:01:57 | I never really think about it,
millions of people crashing and
hearing me play the "c" major
chord.
|
| 01:02:05 | No, it was a widespread "c"
major chord with high "e," i
think, in the upper voice, which
to me just sounds more bright
and sort of unresolved, but
happy.
|
| 01:02:15 | It's a happy chord.
|
| 01:02:15 | It's way better than a tri-tone.
|
| 01:02:23 | Blnk
>> one psychologist said that
sound, people form a social
relationship with their machine.
|
| 01:02:27 | It becomes like a friend.
|
| 01:02:28 | It becomes personalized.
|
| 01:02:30 | >> It seems a little silly, but
you kind of build up
a relationship with your
computer.
|
| 01:02:35 | And it can either be a good
relationship or it can be a
dysfunctional relationship.
|
| 01:02:39 | >> And you can customize any
computer system, but these are
very easy to develop a
relationship with that's
different from customizing.
|
| 01:02:47 | >> They're the closest devices
that I know of that are really
symbiotic.
|
| 01:02:54 | And I'll admit it, when they do
make it so that you can kind of
jack in neurally, I'll do that.
|
| 01:02:59 | >> Yeah.
|
| 01:03:02 | I think maybe somebody --
somebody needs to sit down with
those people.
|
| 01:03:06 | Maybe it's dr. phil.
|
| 01:03:09 | Your computer doesn't love you!
|
| 01:03:16 | This relationship is not
working.
|
| 01:03:21 | Don't be an enabler.
|
| 01:03:24 | >> Their soul is somehow
reflected in that machine.
|
| 01:03:28 | You know, it's an object of
communication, but also of
creativity.
|
| 01:03:33 | You know, the most essential
things that they are, the things
that express themselves are
expressed through the computer.
|
| 01:03:42 | And so they invest, you know, so
much in that that it's a
cybernetic relationship.
|
| 01:03:50 | Brnk
>> when steve came back, he was
like hey, you know, we should
get into this music thing.
|
| 01:04:19 | And he saw it, but to me it was
like five years late.
|
| 01:04:22 | Like, that was obvious five
years earlier.
|
| 01:04:24 | I think apple could be as big as
sony right now if they had been
five years earlier.
|
| 01:04:29 | A phone, finally?
|
| 01:04:30 | Whatever.
|
| 01:04:33 | >> A couple years ago, when
apple said it was going to come
through with some breakthrough
device, there was a lot of
speculation about what this
might be.
|
| 01:04:40 | A lot of people figured it was
a music player, but exactly what
it was going to be, no one knew.
|
| 01:04:48 | And people were saying on the
phones, they were going to buy
it anyway.
|
| 01:04:50 | It didn't matter.
|
| 01:04:50 | They were going to get it
because it was going to be
[ bleep ] great.
|
| 01:04:56 | >> The ipod people have had the
ipods in their pocket mainly
because they love music.
|
| 01:05:00 | And that's through the apple
employees who created it.
|
| 01:05:02 | >> People complain about it, but
the fact they were able to make
the ipod is actually why -- you
know, one of the reasons why
macs are still around.
|
| 01:05:13 | >> It's only really clear when
you compare it to other
products.
|
| 01:05:16 | They're a pain in the ass to
use.
|
| 01:05:17 | I mean, they are impossible.
|
| 01:05:20 | >> There are more ipods in my
house than there are people, by
probably 2-1, but I never use an
ipod.
|
| 01:05:31 | >> I have five.
|
| 01:05:32 | I think I have five, or we have
five, the family has five, i
think.
|
| 01:05:40 | >> You know, that's like this
whole video thing on your ipod.
|
| 01:05:42 | Who cares?
|
| 01:05:43 | I thought we used to complain
about postage stamp movies.
|
| 01:05:48 | That was the complaint we had 16
years ago.
|
| 01:05:50 | That's back to the future.
|
| 01:05:52 | I got this ipod.
|
| 01:05:53 | A movie on an ipod.
|
| 01:05:54 | I don't even get it.
|
| 01:05:54 | How long can I hold this up in
front of my face before my arm
gets tired?
|
| 01:05:58 | I can't even get through one tv
sitcom.
|
| 01:06:05 | Progress.
|
| 01:06:08 | >> The big part of apple's
marketing budget was sticking
THE TVs AND MOVIES.
|
| 01:06:21 | So it culminated with -- what
was it called?
|
| 01:06:23 | "Independence day" when the
power book taps into the alien
computer and blows up the alien
ship.
|
| 01:06:27 | They paid, you know, tens of
millions of dollars, I believe
to do that.
|
| 01:06:31 | And this is like when product
placement was starting to become
big business in hollywood.
|
| 01:06:37 | But since then, you know, you
see them all over the place.
|
| 01:06:39 | They are all over tv.
|
| 01:06:42 | And that has -- part of it is
product placement.
|
| 01:06:44 | Part of it is because macs are
popular in hollywood, you know,
obviously the use of video
editing.
|
| 01:06:52 | >> I've edited somewhere between
40 and 50 movies, television,
theatrical movies.
|
| 01:06:58 | Well, I'll start with my calling
card, "rocky," "down and out in
beverly hills," "beaches,"
"american gigolo," "sister act,"
"the net," "payday," -- one of
my favorite movies.
|
| 01:07:16 | I was a very successful film
editor, editing mechanically
with german machines, kems,
steinbachs, moviolas.
|
| 01:07:32 | Whatever -- everything you can
imagine, every piece of
mechanical equipment you can
imagine, I used.
|
| 01:07:35 | Take a simple film like "edward
"
we were editing mechanically.
|
| 01:07:38 | I was editing with my wife.
|
| 01:07:40 | Well, we went to location with
four cams.
|
| 01:07:44 | I was editing, she was editing,
and then we had a husband and
wife team.
|
| 01:07:49 | They were our assistants.
|
| 01:07:51 | So there was four of us.
|
| 01:07:52 | And that was really economical.
|
| 01:07:55 | And we had four editing machines
and we were able to keep up with
camera.
|
| 01:07:59 | And we were able to get a
christmas release and do the
movie quite quickly.
|
| 01:08:04 | With this system, I'm pretty
much a one-man band and my
assistant.
|
| 01:08:11 | I can do the job of six or seven
editors in the old system.
|
| 01:08:15 | Well, you can see, I mean, look
at the environment now.
|
| 01:08:20 | Instead of editing in 1,200
square feet, I can edit in 200
Dear Mrs. Crandall: It's easy to get so busy,
we can forget
there are others who need our help...
|
| 01:10:51 | Let's work on your reading, okay?
|
| 01:10:52 | (Child reading)
Vanessa, you're next.
|
| 01:10:58 | (Child reading)
♪ Everyday heroes, livin' in your neighborhood...
|
| 01:11:02 | ♪
|
| 01:11:05 | By taking the time to help my daughter read,
you've become her hero... and mine.
|
| 01:12:00 | >>> Apple is steve jobs, for
sure.
|
| 01:12:02 | I mean, he is the one who
defines the company.
|
| 01:12:06 | He founded it, but look at its
recent history.
|
| 01:12:08 | He has his personality stamped
all over it.
|
| 01:12:10 | >> I used to say about steve
that he was the best person
possible to work for and also
the worst.
|
| 01:12:17 | Because he's a man of extremes.
|
| 01:12:21 | Steve's extremely passionate.
|
| 01:12:23 | He's incredibly sharp, he's more
than anything else, incredibly
quick.
|
| 01:12:26 | He's got the quickest mind of
anyone I've ever talked to.
|
| 01:12:30 | >> Yeah.
|
| 01:12:31 | I mean, I idolize steve jobs.
|
| 01:12:36 | He's absolutely, you know, one
of my -- he's like my favorite
celebrity, but I don't pretend
to think I would understand what
would come out of his mouth if i
asked him a question.
|
| 01:12:46 | >> I cannot explain how steve
comes up with these things.
|
| 01:12:47 | He has a different operating
system.
|
| 01:12:48 | Mere mortals cannot understand
him.
|
| 01:12:49 | That's when people try to
understand him and his quirks
and all that, they get very
frustrated.
|
| 01:12:57 | Because you can't -- it would be
like telling a fish how to
understand how a bird feels
flying.
|
| 01:13:02 | It cannot be.
|
| 01:13:03 | The fish is stuck in the water.
|
| 01:13:04 | The bird is soaring.
|
| 01:13:05 | It's a different operating
system.
|
| 01:13:06 | That's what it is.
|
| 01:13:09 | >> I think apple is his place in
the world.
|
| 01:13:12 | This is where it all began.
|
| 01:13:16 | And, obviously, it's a piece of
himself.
|
| 01:13:21 | >> It's a company that seems
like it needs somebody who's not
just your ordinary ceo to run
it.
|
| 01:13:29 | They tried a number of ordinary
CEOs IN THE '90s AND IT JUST
Didn't work.
|
| 01:13:35 | >> 'Cause if you look at the
time era that jobs was not
there, apple fell into a
category where their macs were
just becoming like everyday
computers.
|
| 01:13:45 | And there was nothing special
about them.
|
| 01:13:48 | >> But, of course, steve jobs
has an incredibly strong
aesthetic, in case you can't
tell.
|
| 01:13:53 | >> I don't think you could
change the dna of apple if you
tried.
|
| 01:13:59 | So apple's dna isn't in building
cool stuff, it's an engineering
company.
|
| 01:14:04 | They can say they're marketing
and all that, but
marketing-driven company is a
company that theoretically
listens to the market and
delivers what the market says it
wants.
|
| 01:14:12 | Ha!
|
| 01:14:14 | You can say many things about
apple, but that ain't one of
them, okay?
|
| 01:14:18 | They don't listen to anybody.
|
| 01:14:20 | Apple's idea of market research
is steve's right hemisphere is
connected to his left
hemisphere.
|
| 01:14:27 | That's the focus group.
|
| 01:14:29 | >> Immediately, when jobs came
back, the first thing he did was
the imac.
|
| 01:14:32 | He set the personality, set the
tone of the computer.
|
| 01:14:34 | He's like, here, we're going to
break boundaries, we're going to
take it to the next level, the
next edge.
|
| 01:14:40 | >> You could make the case that
apple 3 wasn't his and newton
wasn't his and lisa wasn't his.
|
| 01:14:49 | So the only time it flubbed or
stubbed its toe is when steve
wasn't behind it.
|
| 01:14:55 | >> I don't see apple being able
to continue at the pace that
it's going right now.
|
| 01:15:01 | I mean, I don't expect it to
suddenly, you know, fumble and
fall, but it's not going to be
what it is now.
|
| 01:15:08 | >> That depends on whether or
not the philosophy employed by
steve in focusing on product and
having a passionate view of the
product and it's relationship to
the rest of the operating
enterprise.
|
| 01:15:24 | If they get somebody like that
in there, then it will continue
as an ever-growing,
ever-expanding, ever-creative
enterprise.
|
| 01:15:35 | >> That's interesting, yeah.
|
| 01:15:37 | That's an interesting thought.
|
| 01:15:39 | I don't know whether apple is
just going to stagnate, you
know.
|
| 01:15:46 | >> Well, the story, and I don't
know if it's true, but when you
went into the hp's lobby, there
was h's portrait and p's
portrait, right?
|
| 01:15:55 | And when carly came in, she put
her portrait, okay?
|
| 01:16:00 | [ Laughter ]
you know what I'm coming to,
right?
|
| 01:16:05 | You hire some [ bleep ] head who
does that, it's game over, baby.
|
| 01:16:12 | We'll all be listening to zunes
and using windows machines.
|
| 01:16:17 | If they get a bottom line man in
there, it may succeed, but it
will never have the aura and the
passion that it has today.
|
| 01:16:26 | >> You can trace the greatness
of apple pretty closely back to
the greatness of steve.
|
| 01:16:29 | Some of the flaws of apple as
well.
|
| 01:16:33 | >> I can't build a case that
it's going to be easy to find
another steve jobs.
|
| 01:16:37 | It may not be that you want
another steve jobs, because
there can be no other steve
jobs.
|
| 01:17:55 | ..?
|
| 01:17:56 | Calling chase sapphire,
seeing if we have enough points to stay longer.
|
| 01:17:58 | ..
|
| 01:17:59 | ..
|
| 01:18:01 | No buttons, someone answers every time.
|
| 01:18:03 | ..
|
| 01:18:06 | ..
|
| 01:18:07 | Yeah, ok.
|
| 01:18:09 | ..
|
| 01:18:10 | I have a question about my points.
|
| 01:18:11 | Hi, what button do I press for a massage?
|
| 01:18:14 | Hello?
|
| 01:18:15 | ..
|
| 01:18:16 | You call. we answer. no waiting.
|
| 01:18:17 | ..
|
| 01:18:19 | Go to chase.com/sapphire.
|
| 01:18:21 | Chase what matters.
|
| 01:20:02 | >>> The macintosh spirit was not
something we created with a
macintosh, although we sort of
contributed to it.
|
| 01:20:09 | But it was there before the
macintosh, because it's really
the spirit of the apple two.
|
| 01:20:14 | And so much of the spirit of the
apple two is the spirit of steve
wozniak's personality as well as
steve jobs'.
|
| 01:20:23 | >> The core of apple is to
change the world.
|
| 01:20:25 | And that has not changed.
|
| 01:20:27 | I don't think it can.
|
| 01:20:29 | I don't think it could change if
you tried to change it.
|
| 01:20:31 | >> In a broader sense, though,
some of that spirit of the apple
2 was the spirit of the personal
computer revolution.
|
| 01:20:42 | And really, what is more than
anything else is a celebration
of unbounded possibility.
|
| 01:20:48 | The key thing, those first
microcomputers, even pre-apple
2, BUT EVEN THE APPLE 2s
Couldn't really do much, yet
they were incredibly exciting
because you knew they were the
seed that would change the
world.
|
| 01:21:00 | >> If you look at steve and woz,
what they did is they created
apple 1, which changed the
world.
|
| 01:21:07 | Apple 2 changed the world.
|
| 01:21:08 | Macintosh changed the world.
|
| 01:21:15 | Ipod changed the world.
|
| 01:21:17 | And maybe this phone will change
the world.
|
| 01:21:18 | So that's five things.
|
| 01:21:19 | You can't call that luck.
|
| 01:21:20 | >> We filled the machine with
our love and passion for what we
were doing.
|
| 01:21:25 | And it radiates out on the other
side of the screen and affects
the user.
|
| 01:21:38 | >> A lot of people were shown
apple computers in schools.
|
| 01:21:41 | Apple is very, very prominent in
schools.
|
| 01:21:45 | And therefore people have gone
through the school systems and
the college have stuck with
apple.
|
| 01:21:51 | The ones that see it as a truly
superior product, which it can
be.
|
| 01:21:54 | >> Well, we're like all other
user groups.
|
| 01:21:55 | We got together because stuff
was really expensive.
|
| 01:21:59 | You couldn't afford much.
|
| 01:22:02 | And quite frankly, almost every
user group in the world started
out as a pirate group and became
legitimate.
|
| 01:22:09 | >> The commercial is great.
|
| 01:22:11 | The commercial is fantastic!
|
| 01:22:16 | I then edited it.
|
| 01:22:18 | Pirates of silicon valley many
years later, and the movie
started off with that same
commercial.
|
| 01:22:31 | >> Well -- oh, [ bleep ].
|
| 01:22:34 | >> It's another thing burrell
and I would do every day in the
earlier days of the project when
we were at texaco towers.
|
| 01:22:42 | Before we were doing something
as healthy as playing
basketball, we would go across
the street to the cicero's
"
>> for one thing, I'm living
proof, if you do one thing right
in your career, you can coast
for a long time.
|
| 01:22:56 | A long time!
|
| 01:23:01 | >> Do you think steve jobs is
going to be willing to sit down
and talk to us?
|
| 01:23:05 | >> Sit down and talk to you?
|
| 01:23:06 | No.
|
| 01:23:09 | >> I didn't want to tell you
this, but steve was in here
about four months ago and
spent -- spent part of a day,
about three hours here.
|
| 01:23:17 | >> But I'll make a prediction.
|
| 01:23:18 | And my prediction is you will
not talk to steve jobs for this
documentary.
|
| 01:23:26 | >> Probably, probably would say
no.
|
| 01:23:30 | >> That depends on the mood he
is in when you try to talk to
him.
|
| 01:23:33 | If you hit him on a good day,
it's come on in, come down,
we'll go to dinner.
|
| 01:23:39 | >> I mean, half the time he is
not willing to talk to cnn/fn.
|
| 01:23:46 | You know, I mean, I think he
bolted out of one of those
interviews a couple of years
ago.
|
| 01:23:50 | >> You get him on a bad day,
it's sorry, I haven't got time
for this.
|
| 01:23:53 | Presumably you don't go skidding
down the stairs on your hind
quarters.
|
| 01:23:56 | >> The only way you could hook
him would be to show him some of
the film.
|
| 01:24:01 | >> I called him up and asked him
to come visit when he had a
chance.
|
| 01:24:07 | >> You're fibbing, of course?
|
| 01:24:08 | >> I am fibbing.
|
| 01:24:08 | >> Oh, okay.
|
| 01:24:15 | >> Steve will not talk to "the
new york times" usually.
|
| 01:24:20 | >> It might be better even if
you didn't have him.
|
| 01:24:24 | It might be better if you had
like a cloaked figure behind the
background, you know what i
mean?
|
| 01:24:30 | And this was the mysterious
jobs, you know.
|
| 01:24:36 | >> I shouldn't tell you this,
but he lives walking distance
from here.
|
| 01:24:39 | You could go stake out the
house.
|
| 01:24:42 | >> No, he would probably call on
us or something.
|
| 01:24:43 | >> Yeah, he probably would.
|
| 01:25:44 | ♪
|
| 01:25:44 | [ Female Announcer ] MOST PEOPLE MAKE RESOLUTIONS...
|
| 01:25:46 | Based on what they see on the outside.
|
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|
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|
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