4 Ibid.
5 Ibid., p. 15.
6 Ibid., pp. 28-37.
7 Ibid., p. 26.
8 Andy Hertzfeld, Revolution in the Valley (Sebastapol, Calif.: O’Reilly Media, 2004), p. 30.
9 “Signing Party,” Andy Hertzfeld, Folklore.org. (.www.folklore.org/StoryView.py?project=Macintosh&story=Signing_ Party.txt&showcomments=1)
10 Quoted in Steven Levy, Insanely Great: The Life and Times of Macintosh, the Computer That Changed Everything (New York: Penguin, 1994), p. 186.
11 “Why We Buy: Interview with Jonathan Ive,” by Charles Fishman, Fast Company, Oct. 1999, p. 282. (www.fastcompany.com/ magazine/29/buy.html)
12 Ibid.
13 “PC Board Esthetics,” by Andy Hertzfeld, Folklore.org (.www.folklore.org/StoryView.py?project=Macintosh&story=PC_ Board_Esthetics.txt)
14 John Sculley, Odyssey: Pepsi to Apple: The Journey of a Marketing Impresario(New York: HarperCollins, 1987), p. 154.
15 John Sculley, personal interview, December 2007.
16 “The Guru: Steve Jobs,” by Charles Arthur, The Independent (London, UK), Oct. 29, 2005.
17 “The Wired Interview: Steve Jobs: The Next Insanely Great Thing,” by Gary Wolf, Wired, Issue 4.02, Feb. 1996.
18 “The Observer Profile: Father of Invention,” by John Arlidge, The Observer (UK), Dec. 21, 2003.
19 Ibid.
20 Design Museum interview, March 29, 2007. (http://www .designmuseum.org/design/jonathan-ive)
21 Ibid.
22 “An Evening into Former Apple Industrial Designers,” public lecture, June 4, 2007, Computer History Museum, Mountain View, California.
23 Ibid.
24 “Radical Craft: The Second Art Center Design Conference,” by Janet Abrams, Core77 website, May 2007. (www.core77com/reactor/04.06_artcenter.asp)
25 “The Observer Profile.”
26 “Radical Craft.”
27 Jonathan Ive interview, by Marcus Fairs, iconeye, icon004, July/ Aug. 2003. (www.iconeye.com/articles/20070321_31)
28 “How Apple Does It,” by Lev Grossman, Time, Oct. 16, 2005. (www.time.com/time/magazine/article/0,9171,1118384,00.html)
29 Jonathan Ive interview, by Marcus Fairs.
30 “Radical Craft.”
31 Jonathan Ive interview, by Marcus Fairs.
32 Ibid.
33 “Radical Craft.”
34 Design Museum interview.
Chapter 4: Elitism: Hire Only A Players, Fire the Bozos 1 Smithsonian Institution Oral and Video Histories: “Steve Jobs.”
2 Ibid.
3 “If He’s So Smart... Steve Jobs, Apple, and the Limits of Innovation,” by Carleen Hawn, Fast Company, Issue 78, Jan. 2004, p.68.
4 Brent Schlender, Cases in Organizational Behavior (Thousand Oaks, Calif.: Sage Publications, 2004), p. 206.
5 “How Pixar Adds a New School of Thought to Disney,” by William C. Taylor and Polly LaBarre, New York Times, Jan. 29, 2006.
6 Ibid.
7 Smithsonian Institution Oral and Video Histories: “Steve Jobs.”
8 “Joining the Mac Group,” by Bruce Horn, Folklore.org. (http:/folklore.org/StoryView.py?project=Macintosh&story=Joining_ the_Mac_Group.txt)
9 Essay by Steve Jobs in the premier issue of Macworld in 1984, p. 135. (www.macworld.com/2004/02/features/themacturns20jobs/ )
10 Rolling Stone, April 4, 1996.
11 Smithsonian Institution Oral and Video Histories: “Steve Jobs.”
12 Sculley, Odyssey, p. 87.
13 Geoffrey Moore, personal interview, October 2006.
14 “Dieter Rams,” Icon Magazine, Feb. 2004.
15 Peter Hoddie, personal interview, September 2006.
16 “10 Years After ‘1984,’ ” by Bradley Johnson, Advertising Age, Jan. 10, 1994, pp. 1, 12-14.
17 “Apple Endorses Some Achievers Who ‘Think Different,’ ” by Stuart Elliott, New York Times, Aug. 3, 1998.
18 “Here’s to the Crazy Ones: The Crafting of ‘Think Different,’ ” by Lee Clow and the Team at TBWA/Chiat/Day. (http://www .electric-escape.net/node/565)
19 Sculley, Odyssey, p. 108.
20 Ibid., p. 247.
21 Ibid., p. 191.
22 Ibid., p. 29.
23 Ibid.
24 “Apple Buffs Marketing Savvy to a High Shine,” by Jefferson Graham, USA Today, March 8, 2007. (www.usatoday.com/tech/techinvestor/industry/2007-03-08-apple-marketing_ N.htm )
25 Warren Berger, personal interview, October 2006.
26 Seth Godin, personal interview, October 2006.
27 “I Hate Macs,” by Charlie Booker, The Guardian, Feb. 5, 2007. (www.guardian.co.uk/commentisfree/story/0,,2006031,00.html)
28 “Monday Night at the Single’s Club? Apple’s Real People,” by Andrew Orlowski, The Register, June 17, 2002. (www.theregister.co.uk /2002/06/17/monday_night_at_the_singles/)
29 “Apple Endorses Some Achievers Who ‘Think Different.’ ”
30 Ibid.
Chapter 5: Passion: Putting a Ding in the Universe 1 “Steve Jobs: The Rolling Stone Interview.”
2 Edward Eigerman, personal interview, November 2007.
3 Sculley, Odyssey, p. 164.
4 Ibid., p. 165.
5 John Sculley, personal interview, December 2007.
6 “Triumph of the Nerds: How the Personal Computer Changed the World,” PBS TV show, hosted by Robert Cringely, 1996. (http:// www.pbs.org/nerds/part3.html)
7 Rama Dev Jager, In the Company of Giants: Candid Conversations with the Visionaries of the Digital World (Rafael Ortiz, 1997).
8 Upside.com, July 1998.
9 “The New, Improved Steve Jobs.” Interview with Alan Deutschman, by Janelle Brown, Salon, Oct. 11, 2000. (dir.salon.com/ story/tech/books/2000/10/11/deutschman/index1.html)
10 “Lessons Learned from Nearly Twenty Years at Apple,” by David Sobotta, Applepeels, Oct. 27, 2006. (.viewfromthemountaintypepad.com/applepeels/2006/10/lessons_learned.html)
Chapter 6: Inventive Spirit: Where Does the Innovation Come From? 1 “Apple Puts Power Mac G4 Cube on Ice.” (www.apple.com/ pr/library/2001/jul/03cube.html)
2 Andrew Orlowski in The Register, March 15, 2001. (http://www .theregister.co.uk /2001/03/15/apple_abandons_cube/)
3 “The Guts of a New Machine,” by Rob Walker, New York Times Magazine, Nov. 30, 2003. (www.nytimes.com/2003/11/30/ magazine/30IPOD.html)
4 Sculley, Odyssey, p. 285.
5 “The World’s 50 Most Innovative Companies,” Business Week. (bwnt.businessweek.com/interactive_reports/most_innovative/index.asp)
6 Jean Louis Gassée, The Third Apple: Personal Computers and the CulturalRevolution (Orlando, Fla.: Harcourt Brace Jovanovich, 1985), p. 115.
7 “Apple. Yes, Steve, You Fixed It. Congrats! Now What’s Act Two?” by Peter Burrows with Jay Greene in Seattle, Business Week, July 31, 2000.(www.businessweek.com/2000/00_31/b3692001.htm)
8 AMR Research, “The 2007 Supply Chain Top 25,” May 31, 2007. (www.amrresearch.com/content/view.asp?pmillid=20450)
9 “Steve Jobs: The Rolling Stone Interview.”
10 “The Seed of Apple’s Innovation,” by Peter Burrows, Business Week, Oct. 12, 2004. (www.businessweek.com/bwdaily/dnflash/oct2004/nf20041012_4018_db083.htm)
11 Ibid.
12 Ibid.
13 “Global Innovation 1000,” Booz Allen Hamilton, Oct. 17, 2007. (www.boozallen.com.au/media/image/Global_Innovation_1000 _17Oct07.pdf)
14 “The Seed of Apple’s Innovation.”
15 “Steve Jobs: The Rolling Stone Interview.”
16 “Steve Jobs at 44.”
17 “Triumph of the Nerds.”
18 Ibid.
19 “The Wired Interview: Steve Jobs.”
20 Smithsonian Institution Oral and Video Histories: “Steve Jobs.”
21 Sculley, Odyssey, p. 63.
22 John Sculley, personal interview, December 2007.
23 Sculley, Odyssey, p. 156.
24 “Steve Jobs at 44.”
25 Jon Rubinstein, personal interview, Octob
er 2006.
26 Personal interview, October 2006
27 Jon Rubinstein, personal interview, October 2006.
28 Ibid.
29 Report of Ron Johnson’s speech at the ThinkEquity Partners conference in San Francisco on Sept. 13, 2006, by Gary Allen. ifoAppleStore.com. (www.ifoapplestore.com/stores/ thinkequity_2006_rj.html)
30 Ibid.
31 “Commentary: Sorry, Steve: Here’s Why Apple Stores Won’t Work,” by Cliff Edwards, Business Week, May 21, 2001.
32 “Apple: America’s Best Retailer,” by Jerry Useem, Fortune, March 8, 2007. (money.cnn.com/magazines/fortune/fortune_archive/ 2007/03/19/8402321/)
33 “The Stores,” by Gary Allen, ifoAppleStore.com, Oct. 18, 2007. (www.ifoapplestore.com/the_stores.html)
34 Report of Ron Johnson’s speech.
35 Ibid.
36 Ibid
37 “Apple Has a List of 100 Potential Store Sites,” by Gary Allen, ifoAppleStore.com, April 27, 2004. (www.ifoapplestore.com/stores/risd_johnson.html)
38 “Apple: America’s Best Retailer.”
39 “Apple Has a List of 100 Potential Store Sites.”
40 Report of Ron Johnson’s speech.
41 “Apple Has a List of 100 Potential Store Sites.”
Chapter 7: Case Study: How It All Came Together with the iPod 1 Personal interview, October 2006.
2 Macworld 2001 conference keynote.
3 “Detailed Analysis—Apple Warns: Inventories Still Growing, Lops 20% off 2001 Revenue Forecast,” by Wes George, Dec. 6, 2000. (www.macobserver.com/article/2000/12/06.10.shtml)
4 Steven Levy, The Perfect Thing: How the iPod Shuffles Commerce, Culture, and Coolness (New York: Simon & Schuster, 2007), p. 29.
5 "iPod Nation,” by Steven Levy, Newsweek, July 26, 2004. (http:// www.newsweek.com/id/54529)
6 Jon Rubinstein, personal interview, September 2006.
7 “How Big Can Apple Get?”
8 “Apple’s 21st-Century Walkman CEO Steve Jobs thinks he has something pretty nifty. And if he’s right, he might even spook Sony and Matsushita,” by Brent Schlender, Fortune, Nov. 12, 2 001. (money.cnn.com/magazines/fortune/fortune_archive/2001/11/12/313342/index.htm)
Chapter 8: Total Control: The Whole Widget 1 “Steve Jobs, the iPhone and Open Platforms,” by Dan Farber, ZDnet.com, Jan. 13, 2007.
2 “The Guts of a New Machine,” by Rob Walker, New York Times Magazine, Nov. 30, 2003. (http:www.nytimes.com/2003/11/30/ magazine/30IPOD.html)
3 “If He’s So Smart... Steve Jobs, Apple, and the Limits of Innovation,” by Carleen Hawn, Fast Company, Issue 78, Jan. 2004, p. 68.
4 “Mea Culpa,” by Andy Hertzfeld, Folklore.org. (www folklore.org/StoryView.py?project=Macintosh&story=Mea_ Culpa.txt)
5 “The Sansa-Rhapsody Connection,” by James Kim, CNet Reviews, Oct. 5, 2006. (reviews.cnet.com/4520-6450_7-6648758-1.html)
6 “Apple Computer Is Dead; Long Live Apple,” by Steven Levy, Newsweek, Jan. 10, 2007. (www.newsweek.com/id/52593)
7 “How Apple Does It.”
8 "iPod Chief Not Excited About iTunes Phone,” by Ed Oswald, BetaNews, Sept. 27,2005 (www.betanews.com/article/iPod_Chief_Not_Excited_About_iTunes_Phone/1127851994?do= reply&reply_to=91676 ))
9 “Hardware and Software—The Lines Are Blurring,” by Walt Mossberg, All Things Digital, April 30, 2007. (mossblog.allthingsd.com/20070430/hardware-software-success/)
10 “Getting in the game at Microsoft. Robbie Bach’s job is to make software giant’s entertainment division profitable,” by Dan Fost and Ryan Kim, San Francisco Chronicle, May 28, 2007. (http://www .sfgate.com/cgi-bin/article.cgi?f=/c/a/2007/05/28/MICROSOFT .TMP)
11 “Sell digital experiences, not products. Solution boutiques will help consumers buy digital experiences,” by Ted Schadler, Forrester Research, Dec. 20, 2005. (www.forrester.com/Research/ Document/Excerpt/0,7211,38277,00.html)
12 “Steve Jobs at 44.”
13 “Hardware and Software.”
14 “Steve Jobs at 44.”
15 “How Big Can Apple Get?”
Index
Adobe, and OS X support
Advanced Technology Group (ATG)
Advertising
agencies
criticism of ads
image of Apple
“I’m a Mac” campaign
importance to Jobs
iPod silhouettes
Jobs as master
Jobs’s goals
lifestyle advertising
market research, lack of
John Sculley, role of
Super Bowl ad ( )
Switchers campaign
“Think Different,”
Airport
Alienware
Amelio, Gilbert
Anderson, Fred
Apple Camp
Apple Inc.
advertising
Apple I
Apple II
Apple Stores
AppleTV
brand, strength of
business systems
decline of
enterprise market, avoidance of
Apple Inc. (cont.)
founding/growth of Human Interface Guidelines
iMovie
innovation at
iPhoto
iPod
“i” prefix
layoffs
losses posted ( )
Mac
Mac OS X
Macworld Expo
manufacturing
marketing
NeXT
NeXTstep
online store
packaging
PowerBook
Power Mac G Cube
Power Macintosh G
pricing of products
product design
profit margins
QuickTime
secrecy
stock options
Windows-compatible products
See also Jobs, Steve; specific products and topics
Apple I
Apple II
ads for
design of
incompatibility with Mac
as innovation
Apple stores
design/appearance of
digital hub/solution zones
executives
as innovation
as learning environment
lifestyle store
locations
profitability of
staffing
AppleTV
AT&T, iPhone deal
Atkinson, Bill
Baig, Edward
Bell, Gordon
Bird, Brad
Booker, Charlie
Bricklin, Dan
Brunner, Robert
Business systems
Catmull, Ed
Chiat/Day. See TBWA/Chiat/ Day
Chieco, Vinnie
Chips, suppliers of
Clones, of Apple products
Clow, Lee
Cook, Tim
Creativity
Jobs on
See also Innovation
Decision-making process, of Jobs
Dell, profit margins
Design. See Product design
Deutschman, Alan
Digital hub
Apple Stores
implementation of
and iPod
Jobs on
Disney, Pixar
Docter, Pete
Drexler, Millard “Mickey”
Dylan, Bob
eBook
Eigerman, Edward
Ellison, Larry
Esslinger, Hartmut
Fadell, Tony
Feature creep
FireWire
Focus
lessons from Steve
organizational simplicity
product-related
and reorganization of Apple
saying “no,”
Foden, Athol
Frankson, Bob
Fr
iends Of Steve (F.O.S.)
Frog Design, Inc.
Gadgets
Garageband
Gassée, Jean Louis
Gates, Bill
See also Microsoft
Gateway, retail operation
Genius Bar
Godin, Seth
Gore, Al
Graphics design department
Heinen, Nancy
Hero/asshole rollercoaster
Hertzfeld, Andy
Hoddie, Peter -
Horn, Bruce
Human Interface Guidelines
iBook
iLife apps
iMacs
capabilities of
design of
packaging of
presentation of
“I’m a Mac” campaign
iMovie
Innovation
Airport
Apple innovative products
business innovation
and creativity
digital hub
and existing technologies -
and flexible thinking -
graphical user interface -
Jobs on
lessons from Steve
magnetic latches
mistakes
mouse
and product-orientation -
R&D spending
sources of
USB, Apple use of
Internet bubble
iPhone
as closed platform
Macworld Expo launch
pricing of
security weakness
as transformative device
Windows compatibility
iPhoto
iPod
advertising
as closed platform
design of
and digital hub concept
engineering of
evolution of
as innovation
and iTunes
lessons from Steve
models of
naming of
nano
packaging
profitability of
scroll wheel
secrecy
simplicity
upgrades
Windows compatibility
iTunes