WEBVTT 00:00:00.000 --> 00:00:03.240 We are diving deep into, well, probably the defining 00:00:03.240 --> 00:00:06.599 figure of the modern digital age, a man whose 00:00:06.599 --> 00:00:09.699 unique blend of, let's call it artistic sensibility 00:00:09.699 --> 00:00:12.679 and sheer technical ruthlessness, fundamentally 00:00:12.679 --> 00:00:16.359 reshaped our world. Exactly. Today, we are unpacking 00:00:16.359 --> 00:00:19.539 the extraordinary life and, yeah, the very controversial 00:00:19.539 --> 00:00:21.620 character of Stephen Paul Jobs. And for you, 00:00:21.660 --> 00:00:23.519 our informed learner, this isn't just going to 00:00:23.519 --> 00:00:25.940 be a simple review of product launches. We're 00:00:25.940 --> 00:00:28.100 going way beyond the black turtleneck and the 00:00:28.100 --> 00:00:30.629 famous keynotes. Right. We're here to synthesize 00:00:30.629 --> 00:00:33.229 the raw source material. Our mission is to really 00:00:33.229 --> 00:00:36.250 understand the defining synthesis, how Jobs managed 00:00:36.250 --> 00:00:39.850 to merge the humanities and the sciences. And 00:00:39.850 --> 00:00:42.170 how his, I mean, his deeply complex personal 00:00:42.170 --> 00:00:44.729 journey, the adoption story, the intense spiritual 00:00:44.729 --> 00:00:47.070 searches, those tumultuous relationships, and 00:00:47.070 --> 00:00:48.969 of course, the controversial business decisions. 00:00:48.990 --> 00:00:52.789 How all of that combined to produce this revolutionary 00:00:52.789 --> 00:00:55.570 vision. So we're charting a course that starts 00:00:55.570 --> 00:00:58.829 a long way from Apple's sleek campus. back when 00:00:58.829 --> 00:01:01.229 his identity was still being forged, shaped by 00:01:01.229 --> 00:01:04.290 rebellion, nontraditional education, and just 00:01:04.290 --> 00:01:06.409 a relentless search for meaning. It all starts 00:01:06.409 --> 00:01:09.489 with his very complex beginnings. Stephen Paul 00:01:09.489 --> 00:01:14.019 Jobs was born on February 24, 1955. in san francisco 00:01:14.019 --> 00:01:17.060 and his biological parents were joanne carol 00:01:17.060 --> 00:01:19.680 schiebel who had a swiss german catholic background 00:01:19.680 --> 00:01:23.760 and his father was abdufata jandali from a prominent 00:01:23.760 --> 00:01:26.519 syrian muslim family and this is the critical 00:01:26.519 --> 00:01:28.819 part schiebel's family especially her father 00:01:28.819 --> 00:01:32.019 was vehemently opposed to the relationship just 00:01:32.019 --> 00:01:34.959 completely against it which led directly to the 00:01:34.959 --> 00:01:37.640 decision for a closed adoption yeah and even 00:01:37.640 --> 00:01:40.659 the adoption itself was immediately uh fraught 00:01:40.659 --> 00:01:43.620 with conditions. Joanne Schiebel had one very 00:01:43.620 --> 00:01:46.560 specific critical demand. She wanted the adoptive 00:01:46.560 --> 00:01:48.439 parents to be college graduates. That was the 00:01:48.439 --> 00:01:51.099 deal. Exactly. So when Paul and Clara Jobs, his 00:01:51.099 --> 00:01:53.260 eventual adoptive parents of German and Armenian 00:01:53.260 --> 00:01:55.519 descent, came forward, well, they didn't meet 00:01:55.519 --> 00:01:57.459 that requirement at all. Not even close. They 00:01:57.459 --> 00:01:59.420 were working class people. Right. And Sheeble, 00:01:59.620 --> 00:02:01.920 she initially refused to sign the adoption papers. 00:02:02.060 --> 00:02:04.840 She only relented after Paul and Clara made this 00:02:04.840 --> 00:02:07.859 explicit binding promise. The promise being that 00:02:07.859 --> 00:02:10.020 they would absolutely pay for Steve's college 00:02:10.020 --> 00:02:13.020 tuition. Yes. And you have to think about the 00:02:13.020 --> 00:02:15.460 pressure that puts on the entire family dynamic 00:02:15.460 --> 00:02:18.740 from day one. It's a huge financial obligation 00:02:18.740 --> 00:02:22.000 tied directly to this foundational emotional 00:02:22.000 --> 00:02:25.099 moment. And it created this immediate deep -seated 00:02:25.099 --> 00:02:27.620 loyalty that really defined his entire life. 00:02:28.090 --> 00:02:30.229 Jobs later said he would bristle whenever anyone 00:02:30.229 --> 00:02:33.449 called Paul and Clara his adoptive parents. He 00:02:33.449 --> 00:02:37.330 declared them his parents. 1 ,000%. 1 ,000%. 00:02:37.330 --> 00:02:39.870 And his rejection of his biological origins was 00:02:39.870 --> 00:02:42.590 just swift and permanent. He dismissed his birth 00:02:42.590 --> 00:02:44.990 parents as nothing more than his sperm and egg 00:02:44.990 --> 00:02:46.949 bank. That's such an intense statement. And I 00:02:46.949 --> 00:02:49.750 think that intensity, that loyalty, later gets 00:02:49.750 --> 00:02:51.610 channeled into his fierce protection of Apple 00:02:51.610 --> 00:02:54.090 as his own creation. And that connection to craft, 00:02:54.229 --> 00:02:56.389 to building things, it came directly from his 00:02:56.389 --> 00:02:59.030 adoptive father, Paul. Absolutely. Paul was a 00:02:59.030 --> 00:03:01.770 mechanic and a machinist. He very purposefully 00:03:01.770 --> 00:03:04.689 built a workbench in the garage for Steve, hoping 00:03:04.689 --> 00:03:07.270 to instill a love of mechanics. Which is funny 00:03:07.270 --> 00:03:09.289 because Jobs wasn't really interested in fixing 00:03:09.289 --> 00:03:12.789 engines, was he? No, not at all. But he adored 00:03:12.789 --> 00:03:14.810 watching his father's meticulous construction. 00:03:15.310 --> 00:03:18.810 He admired the sheer skill. Paul had in building 00:03:18.810 --> 00:03:21.370 anything that was needed, and especially in making 00:03:21.370 --> 00:03:24.229 the internals, the parts no one would see, clean 00:03:24.229 --> 00:03:26.949 and functional. That focus on unseen detail is 00:03:26.949 --> 00:03:29.289 so crucial to understanding Apple, isn't it? 00:03:29.349 --> 00:03:32.469 It's everything. Paul taught him that real craftsmanship 00:03:32.469 --> 00:03:34.870 applied even to the back of a cabinet or the 00:03:34.870 --> 00:03:37.330 inside of a fence where nobody would ever see 00:03:37.330 --> 00:03:39.810 it. That principle of holistic perfection became 00:03:39.810 --> 00:03:42.770 the cornerstone of Jobs' design philosophy later 00:03:42.770 --> 00:03:44.840 on. So you've got this very nurturing environment 00:03:44.840 --> 00:03:46.800 at home, but then he gets to traditional school. 00:03:47.000 --> 00:03:49.319 And it's a disaster, an absolute disaster. He 00:03:49.319 --> 00:03:51.960 frequently misbehaved, played pranks, some pretty 00:03:51.960 --> 00:03:54.479 major ones, and was often suspended. And what's 00:03:54.479 --> 00:03:56.960 really revealing is Paul Jobs' reaction to all 00:03:56.960 --> 00:03:59.580 this. Right. He never reprimanded Steve, not 00:03:59.580 --> 00:04:02.340 once. Instead, he blamed the school system for 00:04:02.340 --> 00:04:04.610 failing to challenge his son. That's a fascinating 00:04:04.610 --> 00:04:06.849 insight, isn't it, into the origin of his future 00:04:06.849 --> 00:04:09.469 personality. I mean, if the most important male 00:04:09.469 --> 00:04:12.150 figure in your life constantly validates the 00:04:12.150 --> 00:04:14.870 belief that the system is flawed, not you. It 00:04:14.870 --> 00:04:17.829 absolutely feeds into a sense of exceptionalism. 00:04:17.949 --> 00:04:20.569 It's an early seed of what people would later 00:04:20.569 --> 00:04:23.550 call the reality distortion field. And this all 00:04:23.550 --> 00:04:26.529 came to a head when he was bullied pretty severely 00:04:26.529 --> 00:04:29.089 at Crittenden Middle School. In the seventh grade, 00:04:29.389 --> 00:04:32.009 he gives his parents this dramatic ultimatum. 00:04:32.009 --> 00:04:34.089 Move him out of the district or he drop out entirely. 00:04:34.410 --> 00:04:37.139 And they did it. The parents capitulated. The 00:04:37.139 --> 00:04:39.519 family spent their entire life savings to move 00:04:39.519 --> 00:04:42.839 in 1967 to a three -bedroom house in Cupertino 00:04:42.839 --> 00:04:46.079 on Christ's Drive just to get Steve into the 00:04:46.079 --> 00:04:48.379 better Cupertino school district. The significance 00:04:48.379 --> 00:04:51.839 of that move is just immense. That exact house 00:04:51.839 --> 00:04:54.399 later became the initial site for Apple Computer. 00:04:54.600 --> 00:04:57.019 The birthplace of the revolution, all because 00:04:57.019 --> 00:04:59.180 a 12 -year -old demanded a better environment. 00:04:59.480 --> 00:05:01.199 And it was around this time in this, you know, 00:05:01.199 --> 00:05:02.839 fertile new environment that the intellectual 00:05:02.839 --> 00:05:05.920 fusion really began. Jobs saw himself fundamentally 00:05:05.920 --> 00:05:09.060 as a humanities person, but he couldn't deny 00:05:09.060 --> 00:05:11.819 his attraction to electronics. He found his mission 00:05:11.819 --> 00:05:14.000 statement, so to speak, when he read about Edwin 00:05:14.000 --> 00:05:17.300 Land of Polaroid. Yes. Land spoke passionately 00:05:17.300 --> 00:05:19.660 about the importance of people who could stand 00:05:19.660 --> 00:05:22.259 at the intersection of humanities and sciences. 00:05:22.779 --> 00:05:26.160 And for Jobs, that was it. That became his declared 00:05:26.160 --> 00:05:28.439 personal destiny. So he gets to Homestead High 00:05:28.439 --> 00:05:31.240 School, and this is where he really starts connecting 00:05:31.240 --> 00:05:34.300 with the future. He meets Bill Fernandez, who 00:05:34.300 --> 00:05:36.899 would later become Apple's first employee. And 00:05:36.899 --> 00:05:39.540 it's Fernandez who introduces him to this brilliant, 00:05:39.680 --> 00:05:42.379 slightly older electronics enthusiast. Steve 00:05:42.379 --> 00:05:45.300 Wozniak. The was. And Jabba's intellectual development 00:05:45.300 --> 00:05:48.160 in high school was this pure duality. He was 00:05:48.160 --> 00:05:50.680 totally immersed in electronics classes, building 00:05:50.680 --> 00:05:52.860 circuits. But at the same time, he was obsessed 00:05:52.860 --> 00:05:55.240 with classic literature, devouring Shakespeare 00:05:55.240 --> 00:05:58.160 and Plato. And he specifically cited his profound 00:05:58.160 --> 00:06:00.899 admiration for King Lear. This is the era where 00:06:00.899 --> 00:06:03.089 he's bridging that. gap between technical expertise 00:06:03.089 --> 00:06:05.649 and philosophical thought. And this blend of 00:06:05.649 --> 00:06:08.670 technical skill and sort of countercultural spirit 00:06:08.670 --> 00:06:11.350 didn't just manifest in his reading list. It 00:06:11.350 --> 00:06:13.629 manifested immediately in a business venture. 00:06:13.769 --> 00:06:17.110 The infamous blue box. Exactly. Wozniak had read 00:06:17.110 --> 00:06:19.610 about it in Esquire, I believe, and then engineered 00:06:19.610 --> 00:06:22.829 his own low cost digital box that could generate 00:06:22.829 --> 00:06:25.850 the network tones to make illicit, free, long 00:06:25.850 --> 00:06:29.199 distance phone calls. And Jobs. The budding entrepreneur 00:06:29.199 --> 00:06:32.459 immediately saw the commercial opportunity in 00:06:32.459 --> 00:06:35.240 what was, let's be honest, illegal technology. 00:06:35.620 --> 00:06:37.800 Of course he did. He decided they should manufacture 00:06:37.800 --> 00:06:40.319 and sell these boxes, splitting the profits with 00:06:40.319 --> 00:06:42.980 Kosniak. The business was technically criminal, 00:06:43.100 --> 00:06:45.620 but the experience was formative. Hugely formative. 00:06:45.839 --> 00:06:48.300 Jobs later stated flat out that without the blue 00:06:48.300 --> 00:06:50.420 boxes, there wouldn't have been an apple. And 00:06:50.420 --> 00:06:53.019 his reasoning was fascinating. Why? Because it 00:06:53.019 --> 00:06:55.300 showed them that they... two young outsiders, 00:06:55.639 --> 00:06:58.060 could effectively challenge and manipulate these 00:06:58.060 --> 00:07:01.199 giant, entrenched institutions like AT &T and 00:07:01.199 --> 00:07:04.339 Wynn. It instilled this anti -establishment ethos 00:07:04.339 --> 00:07:06.800 and the confidence to take enormous risks with 00:07:06.800 --> 00:07:08.920 future projects. In parallel to this technical 00:07:08.920 --> 00:07:11.579 rebellion, his spiritual exploration was intensifying. 00:07:11.759 --> 00:07:14.079 Right. By his senior year, Jobs started using 00:07:14.079 --> 00:07:17.019 LSD. And for him, these psychedelic experiences 00:07:17.019 --> 00:07:20.019 were not casual experimentation. He saw them 00:07:20.019 --> 00:07:22.439 as profound, transformative moments. He called 00:07:22.439 --> 00:07:25.490 them one of the two or three most important things 00:07:25.490 --> 00:07:28.189 he had done in his life. He was deliberately 00:07:28.189 --> 00:07:31.430 seeking consciousness expansion, linking deeply 00:07:31.430 --> 00:07:34.550 into the whole counterculture's search for nontraditional 00:07:34.550 --> 00:07:37.750 wisdom. Which leads him to Reed College in 1972. 00:07:38.370 --> 00:07:40.810 An exceptionally expensive private liberal arts 00:07:40.810 --> 00:07:43.750 school in Portland, Oregon, a decision that honored 00:07:43.750 --> 00:07:46.509 that promise Paul and Clara had made and effectively 00:07:46.509 --> 00:07:50.189 drained their savings. But the stay was famously 00:07:50.189 --> 00:07:53.910 brouf. One semester. He dropped out after a single 00:07:53.910 --> 00:07:57.029 semester. He declared the formal education meaningless 00:07:57.029 --> 00:07:59.230 and said he didn't want to waste his parents' 00:07:59.350 --> 00:08:01.389 hard -earned money. It's a remarkable contradiction, 00:08:01.550 --> 00:08:03.949 though, that financial sensitivity coexisting 00:08:03.949 --> 00:08:06.870 with his willingness to burn through their savings 00:08:06.870 --> 00:08:08.949 on a high -cost school in the first place. Well, 00:08:08.990 --> 00:08:11.230 he was physically off the books, but he was mentally 00:08:11.230 --> 00:08:13.930 still invested. He continued to drop in and audit 00:08:13.930 --> 00:08:16.839 classes. Right. The stories are legendary. sleeping 00:08:16.839 --> 00:08:19.180 on friends' floors, returning Coke bottles for 00:08:19.180 --> 00:08:21.779 change to buy food, and relying on weekly free 00:08:21.779 --> 00:08:23.939 meals at the local Hare Krishna temple. It was 00:08:23.939 --> 00:08:27.259 a period of intense asceticism, a conscious choice 00:08:27.259 --> 00:08:30.639 to live on the fringe. And that ascetic, almost 00:08:30.639 --> 00:08:35.080 monastic existence led directly to maybe the 00:08:35.080 --> 00:08:37.980 single most consequential academic decision of 00:08:37.980 --> 00:08:40.740 his entire life. He audited a calligraphy course 00:08:40.740 --> 00:08:43.139 taught by a former monk named Robert Palladino. 00:08:43.419 --> 00:08:46.120 And the sources are so explicit about this, Jobs 00:08:46.120 --> 00:08:48.720 himself credited this course directly. He did. 00:08:48.860 --> 00:08:50.840 He said if he hadn't audited that course, the 00:08:50.840 --> 00:08:52.860 Macintosh would never have featured multiple 00:08:52.860 --> 00:08:56.120 typefaces or proportionally spaced fonts. And 00:08:56.120 --> 00:08:57.980 this isn't just about adding a feature, is it? 00:08:58.000 --> 00:09:00.899 It's about infusing a machine with aesthetics, 00:09:00.960 --> 00:09:04.600 with beauty. It's the direct philosophical conduit. 00:09:04.620 --> 00:09:07.720 The beauty of the Macintosh is typography, which 00:09:07.720 --> 00:09:09.980 really sparked the whole desktop publishing revolution. 00:09:10.279 --> 00:09:12.620 It wasn't born from computer science. It was 00:09:12.620 --> 00:09:14.899 born from Zen design, the historical tradition 00:09:14.899 --> 00:09:17.200 of printing, and the artistry of letter forms. 00:09:17.379 --> 00:09:20.200 It perfectly epitomized his intersection of humanities 00:09:20.200 --> 00:09:22.899 and sciences vision. It proved that the artistic 00:09:22.899 --> 00:09:24.600 and the technical could be one and the same. 00:09:24.720 --> 00:09:26.840 This search for enlightenment then leads him 00:09:26.840 --> 00:09:28.980 to take a job at Atari as a computer technician 00:09:28.980 --> 00:09:32.440 in 1974. But that was short -lived, too. Very. 00:09:32.659 --> 00:09:35.179 He soon departed, embarking on a seven -month 00:09:35.179 --> 00:09:37.759 spiritual pilgrimage to India with his friend 00:09:37.759 --> 00:09:40.759 Daniel Kottke. They visited ashrams, including 00:09:40.759 --> 00:09:43.820 Kainchi, though the revered guru Neem Karoli 00:09:43.820 --> 00:09:46.100 Baba had passed away by then. Right. And also 00:09:46.100 --> 00:09:49.019 Haidakam Babaji's ashram. And when Jobs returned 00:09:49.019 --> 00:09:51.419 to the U .S., the transformation was visible. 00:09:51.820 --> 00:09:55.019 Shaved head, traditional Indian clothing, the 00:09:55.019 --> 00:09:57.220 whole thing. And this pilgrimage cemented his 00:09:57.220 --> 00:09:59.860 lifelong appreciation for Zen Buddhism. It did. 00:10:00.019 --> 00:10:02.539 He and his then -girlfriend, Krisan Brennan, 00:10:02.620 --> 00:10:05.860 began practicing Zen with Master Kupanchino Otagawa. 00:10:06.330 --> 00:10:08.830 Jobs even spent time at the Tassajar Zen Mountain 00:10:08.830 --> 00:10:11.289 Center. He seriously contemplated becoming a 00:10:11.289 --> 00:10:14.549 monk in Japan, right? He did. And this deep commitment 00:10:14.549 --> 00:10:17.450 to Zen profoundly influenced his demand for radical 00:10:17.450 --> 00:10:20.429 simplicity, for minimalism, for focus, the very 00:10:20.429 --> 00:10:22.549 principles that would guide all of Apple's future 00:10:22.549 --> 00:10:25.129 product designs. So Jobs is back at Atari in 00:10:25.129 --> 00:10:27.490 early 1975, and this is where we see the first 00:10:27.490 --> 00:10:30.250 clear and kind of ugly manifestation of his ruthless 00:10:30.250 --> 00:10:33.610 business side. Yes, the breakout story. So Atari 00:10:33.610 --> 00:10:36.029 co -founder Nolan Bushnell assigns Jobs... to 00:10:36.029 --> 00:10:37.990 minimize the chip count for the breakout arcade 00:10:37.990 --> 00:10:40.870 game circuit board. But Bushnell knew Jobs would 00:10:40.870 --> 00:10:42.990 just recruit Wozniak to do the actual engineering 00:10:42.990 --> 00:10:46.129 work. Of course. And Wozniak delivered an engineering 00:10:46.129 --> 00:10:49.309 miracle. He worked nonstop for four days and 00:10:49.309 --> 00:10:51.909 managed to reduce the typical 100 -plus chip 00:10:51.909 --> 00:10:55.730 count down to an incredible 45 chips. And Atari 00:10:55.730 --> 00:10:58.450 had promised a significant bonus for every chip 00:10:58.450 --> 00:11:01.190 eliminated below a certain threshold. Which resulted 00:11:01.190 --> 00:11:05.019 in a $5 ,000 bonus. But here is the critical 00:11:05.019 --> 00:11:07.840 moral failure. Jobs, who had agreed to split 00:11:07.840 --> 00:11:10.820 the fee evenly with Wozniak, told him Atari had 00:11:10.820 --> 00:11:15.759 only paid $750. So he hands Wozniak $375 and 00:11:15.759 --> 00:11:20.460 pockets the remaining $4 ,625 for himself. And 00:11:20.460 --> 00:11:22.320 Wozniak didn't learn the truth for a decade. 00:11:22.519 --> 00:11:25.220 A whole decade. And this anecdote, it's more 00:11:25.220 --> 00:11:27.679 than just a historical footnote. It's a profound 00:11:27.679 --> 00:11:30.799 psychological marker. It established the duality 00:11:30.799 --> 00:11:34.370 of Steve Jobs. the visionary who could inspire 00:11:34.370 --> 00:11:36.830 revolutionary engineering. Coexisting with the 00:11:36.830 --> 00:11:39.330 executive who internalized the idea that business 00:11:39.330 --> 00:11:41.590 requires deception and financial ruthlessness, 00:11:41.710 --> 00:11:44.190 even against his closest friend. Yet despite 00:11:44.190 --> 00:11:47.470 that betrayal, the vision was shared. On April 00:11:47.470 --> 00:11:51.269 1st, 1976, Jobs and Wozniak, along with the less 00:11:51.269 --> 00:11:53.909 famous Ronald Wayne, co -founded the Apple Computer 00:11:53.909 --> 00:11:57.440 Company. in Jobs' parents' garage. And they chose 00:11:57.440 --> 00:12:00.659 the name Apple after Jobs' time at the all -one 00:12:00.659 --> 00:12:03.480 -farm Apple Orchard commune. And to finance the 00:12:03.480 --> 00:12:06.259 initial run of 50 Apple Eye circuit boards, they 00:12:06.259 --> 00:12:08.759 had to be incredibly resourceful. Wozniak sold 00:12:08.759 --> 00:12:12.419 his prized HP scientific calculator, and Jobs 00:12:12.419 --> 00:12:14.980 sold his Volkswagen van. And their first major 00:12:14.980 --> 00:12:17.259 commercial validation came from a computer retailer, 00:12:17.580 --> 00:12:20.259 Paul Terrell, who bought all 50 of those assembled 00:12:20.259 --> 00:12:24.500 units for $500 each. And just like that, a garage 00:12:24.500 --> 00:12:26.720 hobby became a viable business. The Apple II, 00:12:26.860 --> 00:12:30.120 introduced in 1977, that was the first real mass 00:12:30.120 --> 00:12:33.019 market personal computer. Absolutely. And while 00:12:33.019 --> 00:12:35.500 Wozniak was again the primary design genius creating 00:12:35.500 --> 00:12:38.059 the board, the operating system Jobs' influence 00:12:38.059 --> 00:12:41.200 was all over the physical packaging. He oversaw 00:12:41.200 --> 00:12:43.039 the development of that unique plastic case, 00:12:43.159 --> 00:12:44.940 ensuring the product had a clean, approachable 00:12:44.940 --> 00:12:46.580 look. And even with that product's incredible 00:12:46.580 --> 00:12:49.299 success, their foundational ideological conflict 00:12:49.299 --> 00:12:51.659 flared up. The famous debate over expansion slots. 00:12:52.169 --> 00:12:54.570 Right. Jobs, who always prioritized simplicity 00:12:54.570 --> 00:12:57.230 and control, insisted the machine should have 00:12:57.230 --> 00:13:00.070 only two expansion slots. While Wozniak, the 00:13:00.070 --> 00:13:02.409 ultimate open source enthusiast who wanted users 00:13:02.409 --> 00:13:05.090 to modify and expand the computer infinitely, 00:13:05.450 --> 00:13:08.429 adamantly insisted on eight. Wozniak actually 00:13:08.429 --> 00:13:10.289 threatened him, didn't he? He said if Jobs only 00:13:10.289 --> 00:13:12.090 included two, he should go get himself another 00:13:12.090 --> 00:13:14.570 computer. He did. And they settled on eight slots, 00:13:14.690 --> 00:13:17.389 so Wozniak won that battle. But this conflict... 00:13:17.519 --> 00:13:20.500 Jobs' demand for a closed architecture versus 00:13:20.500 --> 00:13:24.519 Wozniak's desire for open expandability. That 00:13:24.519 --> 00:13:26.779 became the ideological battleground that defined 00:13:26.779 --> 00:13:29.460 Apple for the next two decades. So the next big 00:13:29.460 --> 00:13:33.740 technological leap came in 1979. After Jobs visited... 00:13:34.009 --> 00:13:37.590 Xerox PRRCX. And he immediately recognized the 00:13:37.590 --> 00:13:39.450 massive commercial potential of the mouse -driven 00:13:39.450 --> 00:13:42.929 graphical user interface, or GUI. A radical shift 00:13:42.929 --> 00:13:44.929 away from command -line comporting, this fueled 00:13:44.929 --> 00:13:47.129 the development of the Apple Lisa. The Lisa was 00:13:47.129 --> 00:13:49.769 launched in 1983 as the first commercial PC with 00:13:49.769 --> 00:13:52.370 a GUI, but it was a spectacular commercial failure. 00:13:52.549 --> 00:13:55.269 It sold only about 100 ,000 units. It was just 00:13:55.269 --> 00:13:57.710 too complex and way too expensive for the average 00:13:57.710 --> 00:14:00.490 business or consumer. Jobs was actually forced 00:14:00.490 --> 00:14:03.070 out of the Lisa project before it even launched. 00:14:03.350 --> 00:14:05.330 Undeterred, he took over the Macintosh development 00:14:05.330 --> 00:14:09.230 team in 1981, aiming to perfect that Xerox Park 00:14:09.230 --> 00:14:11.970 Lisa concept into a more unified, affordable 00:14:11.970 --> 00:14:15.110 package. And the Mac launched with just immense 00:14:15.110 --> 00:14:18.789 fanfare on January 24, 1984. A launch that was 00:14:18.789 --> 00:14:22.210 defined by this massive reality distortion field 00:14:22.210 --> 00:14:25.029 aimed at the public. It was preceded by that 00:14:25.029 --> 00:14:27.850 iconic, cinematic 1984 Super Bowl commercial. 00:14:28.149 --> 00:14:31.269 Directed by Ridley Scott, a $1 .5 million ad 00:14:31.269 --> 00:14:33.789 that positioned the Macintosh as the heroic savior 00:14:33.789 --> 00:14:36.110 against the corporate Big Brother conformity 00:14:36.110 --> 00:14:39.000 of IBM. It was instantly hailed as a watershed 00:14:39.000 --> 00:14:41.600 event in advertising history. But the hype couldn't 00:14:41.600 --> 00:14:44.100 sustain the sales. Despite the immediate fanfare, 00:14:44.240 --> 00:14:46.480 the Mac was expensive and it quickly struggled 00:14:46.480 --> 00:14:48.679 on two fronts. The cheap Commodore 64 in the 00:14:48.679 --> 00:14:51.340 consumer market and the affordable IBM PC clones 00:14:51.340 --> 00:14:53.899 that were rapidly dominating business. So sales 00:14:53.899 --> 00:14:57.320 just tanked in late 1984, creating profound corporate 00:14:57.320 --> 00:14:59.960 pressure. And what's so striking is how that 00:14:59.960 --> 00:15:03.080 corporate reality distortion field was operating 00:15:03.080 --> 00:15:05.980 simultaneously in his private life. During this 00:15:05.980 --> 00:15:08.960 incredibly high stakes period, his first daughter, 00:15:09.080 --> 00:15:13.580 Lisa Brennan, was born in 1978 and Jobs fiercely 00:15:13.580 --> 00:15:16.679 and very publicly denied paternity. It was a 00:15:16.679 --> 00:15:19.399 legal and emotional battlefield. He was in court 00:15:19.399 --> 00:15:22.320 denying he was the father even after a DNA test 00:15:22.320 --> 00:15:25.759 showed a 94 .1 % probability. And at the same 00:15:25.759 --> 00:15:28.179 time, the Apple Lisa computer was under development. 00:15:28.399 --> 00:15:31.759 The official company acronym was Local Integrated 00:15:31.759 --> 00:15:34.289 Software Architecture. But the reality was that 00:15:34.289 --> 00:15:36.409 his partner, Chrisanne Brennan, had named their 00:15:36.409 --> 00:15:39.490 child Lisa, and Jobs was using the name for his 00:15:39.490 --> 00:15:42.049 computer even while publicly denying the child. 00:15:42.230 --> 00:15:44.490 The dissonance is just stunning. He only admitted 00:15:44.490 --> 00:15:46.809 to the naming truth decades later to his biographer, 00:15:46.870 --> 00:15:49.129 confirming, obviously, it was named for my daughter. 00:15:49.440 --> 00:15:51.480 That episode, it just profoundly illustrates 00:15:51.480 --> 00:15:53.740 the tension, doesn't it? Jobs' immense desire 00:15:53.740 --> 00:15:55.840 for control and perfection meant he would deny 00:15:55.840 --> 00:15:58.299 biological reality if it complicated his self 00:15:58.299 --> 00:16:00.639 -image. And yet he couldn't help but infuse his 00:16:00.639 --> 00:16:02.860 deepest personal connections directly into his 00:16:02.860 --> 00:16:05.679 creations. So to manage this soaring growth and 00:16:05.679 --> 00:16:08.720 internal chaos at Apple, Jobs famously lured 00:16:08.720 --> 00:16:12.159 John Stelly from Pepsi -Cola in 1983. And the 00:16:12.159 --> 00:16:15.480 pitch he used was pure Jobs, designed to appeal 00:16:15.480 --> 00:16:18.039 to that dualistic nature. Do you want to spend 00:16:18.039 --> 00:16:20.460 the rest of your life selling sugared water or 00:16:20.460 --> 00:16:23.240 do you want a chance to change the world? Skully 00:16:23.240 --> 00:16:25.299 chose changing the world, but the partnership 00:16:25.299 --> 00:16:27.259 was pretty much doomed by those foundational 00:16:27.259 --> 00:16:29.299 ideological differences we talked about earlier. 00:16:29.500 --> 00:16:32.480 Right. Jobs was maniacally devoted to the closed 00:16:32.480 --> 00:16:34.519 architecture Macintosh, which was struggling. 00:16:35.019 --> 00:16:37.600 Skully, a professional executive, favored the 00:16:37.600 --> 00:16:39.960 open architecture Apple II, which was still the 00:16:39.960 --> 00:16:42.580 company's most reliable profit generator. And 00:16:42.580 --> 00:16:45.100 the internal divisions became paralyzing. The 00:16:45.100 --> 00:16:47.679 teams were duplicating efforts, wasting resources, 00:16:47.960 --> 00:16:51.000 and the Macintosh division, fueled by Jobs' intensity, 00:16:51.519 --> 00:16:53.679 acted like a separate, financially irresponsible 00:16:53.679 --> 00:16:57.159 company. And this discord also prompted the departure 00:16:57.159 --> 00:17:00.139 of key talent, including Wozniak in early 85. 00:17:00.519 --> 00:17:02.860 He was just frustrated by the company's sidelining 00:17:02.860 --> 00:17:05.119 of the Apple II, even though he and Jobs remained 00:17:05.119 --> 00:17:06.839 friends. And the culmination of all this came 00:17:06.839 --> 00:17:10.240 in May 1985. Scully and the board reorganized 00:17:10.240 --> 00:17:13.450 the company. And they effectively stripped Jobs 00:17:13.450 --> 00:17:16.269 of all operational authority over the Macintosh 00:17:16.269 --> 00:17:18.890 Group, reassigning him to this toothless role 00:17:18.890 --> 00:17:21.750 of new product development. Jobs, who was just 00:17:21.750 --> 00:17:24.609 unable to function without direct control, responded 00:17:24.609 --> 00:17:26.769 by hatching a plan to stage a boardroom coup 00:17:26.769 --> 00:17:29.490 and oust Scully. But the plan was discovered, 00:17:29.690 --> 00:17:31.890 Jobs was confronted by the board, and he had 00:17:31.890 --> 00:17:34.549 no leverage left. He submitted his resignation 00:17:34.549 --> 00:17:38.250 on September 17th, 1985. But he didn't just walk 00:17:38.250 --> 00:17:41.119 away quietly. He staged a theatrical departure. 00:17:41.559 --> 00:17:45.079 Five key senior Apple employees resigned alongside 00:17:45.079 --> 00:17:48.740 him to found his new company, NextT. It was a 00:17:48.740 --> 00:17:50.539 signal that while Jobs had lost the corporate 00:17:50.539 --> 00:17:53.339 war, his personal vision still commanded profound 00:17:53.339 --> 00:17:55.980 loyalty. And the aftermath of his departure was, 00:17:56.140 --> 00:17:59.000 well, disastrous for Apple. The expense of Mac 00:17:59.000 --> 00:18:01.099 continued to struggle. And Scully, desperate 00:18:01.099 --> 00:18:03.539 to keep application development going, granted 00:18:03.539 --> 00:18:06.039 Microsoft a crucial license for the Mac operating 00:18:06.039 --> 00:18:08.920 system software. a decision that was just devastatingly 00:18:08.920 --> 00:18:11.559 pivotal. Because it enabled all those cheap Windows 00:18:11.559 --> 00:18:15.319 -based IBM PC clones to flood the market, eventually 00:18:15.319 --> 00:18:17.579 dominating personal computing by replicating 00:18:17.579 --> 00:18:20.440 Apple's defining advantage, the graphical interface, 00:18:20.700 --> 00:18:24.319 at a fraction of the cost. So Jobs founded Nexty 00:18:24.319 --> 00:18:28.059 Inc. with $7 million of his own money. He was 00:18:28.059 --> 00:18:30.140 focused on creating a revolutionary workstation 00:18:30.140 --> 00:18:32.500 for the higher education market. And when funding 00:18:32.500 --> 00:18:35.380 dried up, he managed to secure a major investment 00:18:35.380 --> 00:18:38.339 from the famed Texas billionaire Ross Perot. 00:18:38.559 --> 00:18:42.000 His comeback was classic job spectacle. He unveiled 00:18:42.000 --> 00:18:45.119 the NXT computer in 1988 at this lavish invitation 00:18:45.119 --> 00:18:48.900 -only event. A huge multimedia extravaganza designed 00:18:48.900 --> 00:18:51.559 to convey the immense intellectual promise of 00:18:51.559 --> 00:18:53.839 this new machine. But history repeated itself, 00:18:53.980 --> 00:18:56.220 didn't it? It did. The workstation, released 00:18:56.220 --> 00:19:01.259 in 1990, sold for an astronomical $9 ,999. Which... 00:19:01.450 --> 00:19:03.710 Adjusted for inflation is what, like $24 ,000 00:19:03.710 --> 00:19:05.630 today? Something like that. It was technically 00:19:05.630 --> 00:19:08.490 advanced. It had an object -oriented operating 00:19:08.490 --> 00:19:11.069 system, advanced software capabilities. But just 00:19:11.069 --> 00:19:12.890 like the Lisa, the cost made it commercially 00:19:12.890 --> 00:19:15.750 prohibitive for its target market. And he ran 00:19:15.750 --> 00:19:18.609 Nexty with that same obsessive perfectionism. 00:19:18.690 --> 00:19:21.990 Demanding aesthetic flawlessness. He insisted 00:19:21.990 --> 00:19:24.470 on details like the beautiful dark magnesium 00:19:24.470 --> 00:19:27.950 case of the next cube. But this focus on perfection 00:19:27.950 --> 00:19:31.910 led to production delays and kept the cost unmanageable. 00:19:32.009 --> 00:19:34.990 After selling only 50 ,000 machines, Nexty had 00:19:34.990 --> 00:19:39.049 to face reality. So in 1993, they made a radical 00:19:39.049 --> 00:19:41.980 but necessary pivot. They abandoned hardware 00:19:41.980 --> 00:19:44.759 manufacturing entirely, focusing purely on software, 00:19:44.940 --> 00:19:47.359 and released the next -step operating system 00:19:47.359 --> 00:19:49.720 for Intel machines. And this was the moment the 00:19:49.720 --> 00:19:51.759 failure became the foundation for the future. 00:19:51.940 --> 00:19:54.500 The legacy of this expensive failure is just 00:19:54.500 --> 00:19:57.490 astounding. Next Step evolved directly into the 00:19:57.490 --> 00:20:00.210 core foundation of Mac OS X when Apple acquired 00:20:00.210 --> 00:20:02.750 them years later. And what's perhaps even more 00:20:02.750 --> 00:20:04.549 remarkable is the fact that Tim Berners -Lee 00:20:04.549 --> 00:20:08.049 used a Next computer at CERN in 1990 to invent 00:20:08.049 --> 00:20:10.069 the World Wide Web. Think about that incredible 00:20:10.069 --> 00:20:12.769 paradox. One of the most commercially unsuccessful 00:20:12.769 --> 00:20:15.930 computers of its era secretly birthed the most 00:20:15.930 --> 00:20:18.089 transformative global technology, the Internet, 00:20:18.309 --> 00:20:20.569 and provided the eventual operating system that 00:20:20.569 --> 00:20:23.039 saved Apple. It just shows that commercial failure 00:20:23.039 --> 00:20:26.059 doesn't necessarily negate technological brilliance. 00:20:26.160 --> 00:20:28.940 And not only that, the WebObjects framework developed 00:20:28.940 --> 00:20:31.759 at NextT became the engine for Apple's entire 00:20:31.759 --> 00:20:35.000 digital strategy when jobs returned. It was used 00:20:35.000 --> 00:20:36.880 to build the critical infrastructure for the 00:20:36.880 --> 00:20:39.619 Apple Store, MobileMe, and the entire iTunes 00:20:39.619 --> 00:20:42.720 Store. So the technological blueprint for Apple's 00:20:42.720 --> 00:20:45.720 eventual dominance was entirely forged during 00:20:45.720 --> 00:20:48.420 the years Jobs was in exile. And while he's focused 00:20:48.420 --> 00:20:50.420 on building the software for the future at NXT, 00:20:50.680 --> 00:20:53.740 he is simultaneously conquering Hollywood. In 00:20:53.740 --> 00:20:56.799 1986, he acquired Lucasfilm's computer graphics 00:20:56.799 --> 00:21:00.420 division for $10 million, a $5 million purchase 00:21:00.420 --> 00:21:03.160 price and $5 million in capital, and spun it 00:21:03.160 --> 00:21:05.980 off as Pixar. He served as primary investor and 00:21:05.980 --> 00:21:08.119 chairman. This was a massive financial risk, 00:21:08.220 --> 00:21:11.109 but it paid off spectacularly. Pixar's first 00:21:11.109 --> 00:21:13.630 full -length feature film with Disney, Toy Story 00:21:13.630 --> 00:21:16.789 in 1995, where Jobs was credited as executive 00:21:16.789 --> 00:21:19.390 producer, was a colossal financial and critical 00:21:19.390 --> 00:21:22.150 success. It established the studio as a creative 00:21:22.150 --> 00:21:25.470 powerhouse overnight. And under his tenure, the 00:21:25.470 --> 00:21:27.809 studio just consistently delivered groundbreaking 00:21:27.809 --> 00:21:31.089 animation and box office hits, racking up multiple 00:21:31.089 --> 00:21:33.789 Academy Awards for Best Animated Feature. Finding 00:21:33.789 --> 00:21:36.930 Nemo, The Incredibles, Ratatouille, Toy Story 00:21:36.930 --> 00:21:40.349 3. The list goes on. This solidified his standing 00:21:40.349 --> 00:21:43.250 not just as a tech guru, but as a genuine force 00:21:43.250 --> 00:21:45.430 in media and entertainment. The relationship 00:21:45.430 --> 00:21:48.710 with Disney had its ups and downs. Contract negotiations 00:21:48.710 --> 00:21:52.430 with the then -CEO Michael Eisner failed spectacularly 00:21:52.430 --> 00:21:55.450 in 2004. Right. Jobs publicly declared he would 00:21:55.450 --> 00:21:57.589 stop dealing with Disney altogether. But when 00:21:57.589 --> 00:22:01.470 Bob Iger replaced Eisner in 2005, Relations mended 00:22:01.470 --> 00:22:04.670 very quickly. Which culminated in 2006 when Disney 00:22:04.670 --> 00:22:08.849 purchased Pixar for $7 .4 billion in an all -stock 00:22:08.849 --> 00:22:11.450 transaction. This was the ultimate act of financial 00:22:11.450 --> 00:22:14.289 alchemy for Jobs. Upon the merger's completion, 00:22:14.839 --> 00:22:17.980 He received 7 % of Disney shares, instantly becoming 00:22:17.980 --> 00:22:20.039 the company's largest single shareholder and 00:22:20.039 --> 00:22:21.980 joining the board of directors. His personal 00:22:21.980 --> 00:22:24.279 holding in Disney was vastly larger than that 00:22:24.279 --> 00:22:26.839 of any member of the Disney family or the previous 00:22:26.839 --> 00:22:29.900 executive team. And this second act jobs, he 00:22:29.900 --> 00:22:32.420 demonstrated a profound maturity in his management 00:22:32.420 --> 00:22:36.289 style. Pixar co -founder Edwin Catmull detailed 00:22:36.289 --> 00:22:39.210 what he called the Catmull consensus method for 00:22:39.210 --> 00:22:41.849 resolving conflicts with Jobs. Right. Catmull 00:22:41.849 --> 00:22:43.769 said that when they disagreed, he would wait 00:22:43.769 --> 00:22:46.569 a week and then present a detailed counter -argument. 00:22:46.730 --> 00:22:49.109 And the outcome was always one of three possibilities. 00:22:49.589 --> 00:22:52.750 About a third of the time, Jobs admitting Catmull 00:22:52.750 --> 00:22:55.470 was correct. Another third, Catmull realized 00:22:55.470 --> 00:22:57.849 that Jobs was actually right after all. And the 00:22:57.849 --> 00:23:00.109 final third, when they still couldn't reach consensus, 00:23:00.470 --> 00:23:03.109 Jobs would just let Catmull proceed his way and 00:23:03.109 --> 00:23:05.150 never interfered again. Which is a staggering 00:23:05.150 --> 00:23:07.589 shift from the dictatorial, control -obsessed 00:23:07.589 --> 00:23:10.190 style he had during the Macintosh Wars, where 00:23:10.190 --> 00:23:13.130 he often humiliated engineers and insisted on 00:23:13.130 --> 00:23:15.509 his own way immediately. At Pixar, he learned 00:23:15.509 --> 00:23:17.650 the value of creative autonomy and delegation, 00:23:18.049 --> 00:23:20.650 a lesson that would prove invaluable when he 00:23:20.650 --> 00:23:24.230 returned to Apple. So by 1996, Apple is in catastrophic 00:23:24.230 --> 00:23:26.869 shape. It's struggling financially, facing imminent 00:23:26.869 --> 00:23:29.349 bankruptcy. And after initially exploring the 00:23:29.349 --> 00:23:31.829 purchase of B -Ink, Apple settled on acquiring 00:23:31.829 --> 00:23:37.250 Nexty in 1997 for $400 million, primarily to 00:23:37.250 --> 00:23:40.029 get its advanced Next Step operating system and 00:23:40.400 --> 00:23:43.299 Critically, to get Jobs himself back. He returns 00:23:43.299 --> 00:23:46.299 first as a strategic advisor, but quickly becomes 00:23:46.299 --> 00:23:49.240 the de facto chief and then permanent CEO in 00:23:49.240 --> 00:23:52.619 2000, calling himself the ICE CEO. And his first 00:23:52.619 --> 00:23:55.779 order of business was radical focus and simplification. 00:23:56.079 --> 00:23:58.920 He immediately launched the purge. He terminated 00:23:58.920 --> 00:24:01.339 several financially non -profitable or scattered 00:24:01.339 --> 00:24:04.220 projects, including the Newton PDA and the experimental 00:24:04.220 --> 00:24:06.740 CyberDog web browser. The sources described the 00:24:06.740 --> 00:24:08.779 psychological impact of his leadership style 00:24:08.779 --> 00:24:11.680 pretty vividly, noting his summary executions 00:24:11.680 --> 00:24:14.000 were rare, but a handful of victims was enough 00:24:14.000 --> 00:24:16.500 to terrorize a whole company into absolute alignment 00:24:16.500 --> 00:24:18.640 with his priorities. And the strategic moves 00:24:18.640 --> 00:24:21.539 were critical. He eliminated the costly Macintosh 00:24:21.539 --> 00:24:24.059 clone licensing program, which was diluting the 00:24:24.059 --> 00:24:26.319 brand. Ensuring that the Mac platform was once 00:24:26.319 --> 00:24:28.920 again solely controlled by Apple hardware. And 00:24:28.920 --> 00:24:31.240 he also formalized his crucial career -defining 00:24:31.240 --> 00:24:33.559 partnership with the British designer Joni Ive. 00:24:33.640 --> 00:24:36.000 Which established the look -and -feel design 00:24:36.000 --> 00:24:38.640 philosophy that would secure hundreds of future 00:24:38.640 --> 00:24:41.380 design patents for them. This whole period was 00:24:41.380 --> 00:24:43.599 framed by the famous Think Different advertising 00:24:43.599 --> 00:24:46.359 campaign. And this wasn't just a marketing slogan. 00:24:46.480 --> 00:24:49.950 It was a psychological rebranding. It repositioned 00:24:49.950 --> 00:24:52.349 Apple from a struggling relic into the brand 00:24:52.349 --> 00:24:55.210 for creative rebels and innovators, perfectly 00:24:55.210 --> 00:24:57.829 leveraging Jobs' own countercultural background. 00:24:58.230 --> 00:25:00.210 And the first major consumer product demonstrating 00:25:00.210 --> 00:25:04.779 this new focus was the iMac G3 in 1998. It was 00:25:04.779 --> 00:25:07.420 revolutionary not just for its cartoon -like, 00:25:07.500 --> 00:25:10.740 translucent, bondy blue plastic design, but for 00:25:10.740 --> 00:25:13.039 the technological choices it forced onto the 00:25:13.039 --> 00:25:15.400 market. He abandoned the old floppy disk drive 00:25:15.400 --> 00:25:19.160 and mandated the exclusive use of USB for peripherals. 00:25:19.220 --> 00:25:21.619 Which was a classic high -stakes maneuver. By 00:25:21.619 --> 00:25:23.819 eliminating older, established technology, a 00:25:23.819 --> 00:25:26.420 risk few other manufacturers would take, Apple 00:25:26.420 --> 00:25:28.660 forced the entire peripheral industry to catch 00:25:28.660 --> 00:25:31.799 up. And the success of the iMac G3 rapidly popularized 00:25:31.799 --> 00:25:33.869 the USB standard. Third -party manufacturers 00:25:33.869 --> 00:25:36.049 even started mimicking the translucent plastic 00:25:36.049 --> 00:25:39.390 look. Jobs summed up the focus of this era perfectly 00:25:39.390 --> 00:25:42.470 when he reminded his employees that real artists 00:25:42.470 --> 00:25:45.869 ship. A necessary antidote to the perfectionism 00:25:45.869 --> 00:25:48.029 that had crippled the original Macintosh launch. 00:25:48.289 --> 00:25:50.990 So with a Mac stabilized, Jobs turned his attention. 00:25:51.519 --> 00:25:54.240 to creating a digital ecosystem, identifying 00:25:54.240 --> 00:25:57.680 the PC itself as the digital hub for all consumer 00:25:57.680 --> 00:26:00.200 electronics. A vision that began to take shape 00:26:00.200 --> 00:26:03.400 with the launch of the iPod in 2001. The iPod's 00:26:03.400 --> 00:26:05.759 core innovation was its physical compactness, 00:26:05.880 --> 00:26:08.119 which was achieved by sourcing a unique, small, 00:26:08.380 --> 00:26:12.839 1 .8 -inch hard drive. The first -gen iPod, selling 00:26:12.839 --> 00:26:19.829 for $399, made Apple an instant And it rapidly 00:26:19.829 --> 00:26:22.269 prepared the company for its next major strategic 00:26:22.269 --> 00:26:24.730 move. But the hardware was only part of the genius. 00:26:24.930 --> 00:26:28.140 The true lock -in was the iTunes ecosystem. iTunes 00:26:28.140 --> 00:26:30.519 served as the media player, the content library, 00:26:30.799 --> 00:26:33.339 and most crucially, the store. This seamless 00:26:33.339 --> 00:26:35.680 integration allowed users to purchase and download 00:26:35.680 --> 00:26:38.079 media easily. Creating a high -margin hardware 00:26:38.079 --> 00:26:40.599 device connected to a sticky, low -margin content 00:26:40.599 --> 00:26:43.779 service. And again, this ecosystem's reliance 00:26:43.779 --> 00:26:46.559 on the NXT technology is often overlooked. The 00:26:46.559 --> 00:26:49.339 WebObjects framework, salvaged from Jobs' expensive 00:26:49.339 --> 00:26:52.819 failure, was the very software used to run the 00:26:52.819 --> 00:26:55.680 highly successful iTunes Store, and later, the 00:26:55.680 --> 00:26:58.880 App Store. of that long -term software vision. 00:26:59.119 --> 00:27:01.519 And then the entire market was just shattered 00:27:01.519 --> 00:27:03.740 again in 2007 with the launch of the iPhone. 00:27:04.000 --> 00:27:06.579 Apple successfully entered the cellular phone 00:27:06.579 --> 00:27:09.140 business with this revolutionary multi -touch 00:27:09.140 --> 00:27:12.240 display smartphone. The public interest was immediate 00:27:12.240 --> 00:27:15.400 and overwhelming. Six out of every 10 Americans 00:27:15.400 --> 00:27:17.779 were aware of its release, and Time magazine 00:27:17.779 --> 00:27:20.339 declared it the invention of the year for 2007 00:27:20.339 --> 00:27:23.180 because it completely revolutionized mobile browsing 00:27:23.180 --> 00:27:25.559 and application use. The improvements came fast 00:27:25.559 --> 00:27:28.960 after that. The iPhone 3G added GPS and 3G data. 00:27:29.059 --> 00:27:31.839 The iPhone 4s introduced the sophisticated Siri 00:27:31.839 --> 00:27:34.480 virtual assistant. And then came the iPad in 00:27:34.480 --> 00:27:38.279 2010. An iOS -based tablet computer focused on 00:27:38.279 --> 00:27:39.940 the simplicity of the multi -touch screen and 00:27:39.940 --> 00:27:43.480 virtual keyboard. By April 2015, over 250 million 00:27:43.480 --> 00:27:46.109 iPads have been sold globally. He had finally 00:27:46.109 --> 00:27:49.529 delivered completely on that intersection of 00:27:49.529 --> 00:27:53.009 humanities and sciences, creating these minimalist, 00:27:53.150 --> 00:27:56.250 beautiful devices that were profoundly easy for 00:27:56.250 --> 00:27:59.410 consumers to use. And Jobs was globally admired 00:27:59.410 --> 00:28:03.329 and, well, also criticized for his unparalleled 00:28:03.329 --> 00:28:06.250 skill at persuasion, known universally as the 00:28:06.250 --> 00:28:10.220 reality distortion field or RDF. This charisma, 00:28:10.259 --> 00:28:12.539 which could convince employees to achieve the 00:28:12.539 --> 00:28:14.759 impossible or convince audiences of the inevitable 00:28:14.759 --> 00:28:17.859 future, was most visible during his Steve Notes 00:28:17.859 --> 00:28:20.240 at Macworld. His entire strategic philosophy 00:28:20.240 --> 00:28:23.119 was encapsulated in that, quote, he famously 00:28:23.119 --> 00:28:26.039 attributed to hockey legend Wayne Gretzky. I 00:28:26.039 --> 00:28:28.039 skate to where the puck is going to be, not where 00:28:28.039 --> 00:28:30.079 it has been. Exactly. He wasn't interested in 00:28:30.079 --> 00:28:32.000 competing with current rivals. He was obsessed 00:28:32.000 --> 00:28:34.279 with defining the future playing field before 00:28:34.279 --> 00:28:36.660 anyone else even arrived. And that certainty 00:28:36.660 --> 00:28:39.039 bred some profound rivalries, particularly with 00:28:39.039 --> 00:28:41.579 Michael Dell, the founder of Dell Computer. Jobs 00:28:41.579 --> 00:28:43.819 had publicly criticized Dell for years for making 00:28:43.819 --> 00:28:47.680 un -innovative beige boxes. The feud escalated 00:28:47.680 --> 00:28:50.859 in 1997 when Dell publicly suggested Apple should 00:28:50.859 --> 00:28:52.660 shut it down and give the money back to the shareholders. 00:28:53.000 --> 00:28:55.940 And Jobs held that grudge, fueled by his need 00:28:55.940 --> 00:28:58.990 for vindication, for nearly a decade. The moment 00:28:58.990 --> 00:29:02.829 of ultimate revenge came in 2006 when Apple's 00:29:02.829 --> 00:29:05.710 market capitalization officially surpassed Dell's. 00:29:05.890 --> 00:29:09.589 Jobs famously emailed all Apple employees. And 00:29:09.589 --> 00:29:12.890 it was just a single triumphal line. Team. It 00:29:12.890 --> 00:29:15.210 turned out that Michael Dell wasn't perfect at 00:29:15.210 --> 00:29:17.690 predicting the future, Steve. It was absolute 00:29:17.690 --> 00:29:20.349 public vindication for all those years of exile 00:29:20.349 --> 00:29:22.890 and struggle. And this desire for control, it 00:29:22.890 --> 00:29:25.730 extended to his public image. He adopted a daily 00:29:25.730 --> 00:29:28.690 uniform. The black long -sleeved mock turtleneck 00:29:28.690 --> 00:29:32.859 made by Issey Miyake. Levi's 501 blue jeans and 00:29:32.859 --> 00:29:35.920 New Balance 991 sneakers. And while he claimed 00:29:35.920 --> 00:29:38.420 it was for daily convenience, it served a profound 00:29:38.420 --> 00:29:40.599 psychological and branding purpose, didn't it? 00:29:40.640 --> 00:29:42.859 Oh, absolutely. Instant recognizability, stability, 00:29:43.099 --> 00:29:45.119 and total control over his presentation to the 00:29:45.119 --> 00:29:47.039 world. And the ultimate measure of his relentless 00:29:47.039 --> 00:29:49.279 focus is found in the final months of his life. 00:29:49.460 --> 00:29:51.680 Even while terminally ill in the hospital, he 00:29:51.680 --> 00:29:53.980 was sketching new devices, suggesting simplified 00:29:53.980 --> 00:29:57.160 designs for medical equipment, and actively sketching 00:29:57.160 --> 00:29:59.579 ways to hold the iPad while confined to a hospital 00:29:59.579 --> 00:30:02.980 bed. His need to innovate and perfect was constant 00:30:02.980 --> 00:30:06.160 right up to his final hours. So his search for 00:30:06.160 --> 00:30:08.539 his biological origins was profoundly delayed 00:30:08.539 --> 00:30:11.339 by his loyalty to his adoptive mother. It was. 00:30:11.579 --> 00:30:14.599 He waited until after care jobs died in early 00:30:14.599 --> 00:30:18.480 1986 to even begin the search. He explained, 00:30:18.660 --> 00:30:21.000 I never wanted Paul and Clara to feel like I 00:30:21.000 --> 00:30:22.980 didn't consider them my parents because they 00:30:22.980 --> 00:30:25.240 were totally my parents. I loved them so much 00:30:25.240 --> 00:30:27.059 that I never wanted them to know of my search. 00:30:27.660 --> 00:30:29.660 After receiving permission from his adoptive 00:30:29.660 --> 00:30:32.359 father, Paul, he followed a letter left by a 00:30:32.359 --> 00:30:34.279 doctor and eventually found his birth mother, 00:30:34.519 --> 00:30:37.619 Joanne Schiebel Simpson. Who expressed just deep 00:30:37.619 --> 00:30:39.619 regret over the adoption. And it was through 00:30:39.619 --> 00:30:41.599 Schiebel that Jobs learned he had a younger sister, 00:30:41.859 --> 00:30:44.660 Mona Simpson. An acclaimed novelist who was entirely 00:30:44.660 --> 00:30:47.119 unaware she had an older brother. They met and 00:30:47.119 --> 00:30:49.640 quickly formed an extremely close bond, becoming 00:30:49.640 --> 00:30:52.720 really good friends. Mona Simpson later chronicled 00:30:52.720 --> 00:30:54.660 the search for their biological father in her 00:30:54.660 --> 00:30:57.740 1992 novel, The Lost Father. And here is the 00:30:57.740 --> 00:31:00.400 truly incredible, almost fictional twist to fate. 00:31:00.700 --> 00:31:03.400 When Mona Simpson finally located their biological 00:31:03.400 --> 00:31:07.099 father, Abdufattah Jandali. He was working as 00:31:07.099 --> 00:31:08.880 the vice president of a Mediterranean restaurant 00:31:08.880 --> 00:31:12.140 in Sacramento. Jandali, speaking to Mona, completely 00:31:12.140 --> 00:31:14.660 unaware she was his daughter, mentioned how a 00:31:14.660 --> 00:31:17.619 very famous, wealthy man used to visit his restaurant. 00:31:17.859 --> 00:31:20.720 And he described this customer as a sweet guy 00:31:20.720 --> 00:31:23.759 and a big tipper, adding, Even Steve Jobs used 00:31:23.759 --> 00:31:25.779 to come in here. We have to pause on that irony. 00:31:25.960 --> 00:31:28.599 The biological father unknowingly waiting on 00:31:28.599 --> 00:31:31.019 his billionaire son, sharing small talk across 00:31:31.019 --> 00:31:34.140 a restaurant table. It just underscores his lifelong 00:31:34.140 --> 00:31:36.880 loyalty to Paul Jobs, doesn't it? It underscores 00:31:36.880 --> 00:31:40.740 it entirely. Jobs had indeed met the man, but 00:31:40.740 --> 00:31:42.559 after learning the truth, he refused to ever 00:31:42.559 --> 00:31:45.619 meet Jandalee again. He said he believed Jandalee 00:31:45.619 --> 00:31:47.720 hadn't treated his children well, and now that 00:31:47.720 --> 00:31:50.220 Jobs was wealthy and famous, he didn't trust 00:31:50.220 --> 00:31:52.690 Jandalee not to exploit the relationship. The 00:31:52.690 --> 00:31:54.829 loyalty and protection he felt for his adoptive 00:31:54.829 --> 00:31:57.210 family remained paramount. So the complexity 00:31:57.210 --> 00:32:00.309 of Jobs' genius, the absolute certainty of the 00:32:00.309 --> 00:32:02.990 reality distortion field, it came crashing down 00:32:02.990 --> 00:32:05.460 when faced with biological reality. In October 00:32:05.460 --> 00:32:09.160 2003, he was diagnosed with a rare, less aggressive 00:32:09.160 --> 00:32:12.319 islet cell neuroendocrine tumor in his pancreas. 00:32:12.400 --> 00:32:15.000 And this particular cancer for this specific 00:32:15.000 --> 00:32:17.660 type of tumor was highly treatable with immediate 00:32:17.660 --> 00:32:20.640 surgery. But Jobs resisted that conventional 00:32:20.640 --> 00:32:23.339 medical advice for nine critical months. Choosing 00:32:23.339 --> 00:32:25.920 instead to apply his immense willpower and certainty 00:32:25.920 --> 00:32:29.480 to alternative medicine. He pursued unproven 00:32:29.480 --> 00:32:33.299 remedies, a rigorous vegan diet, intense herbal 00:32:33.299 --> 00:32:36.430 remedies. acupuncture, consulting a psychic, 00:32:36.589 --> 00:32:40.089 and a doctor who prescribed juice fasts and bowel 00:32:40.089 --> 00:32:42.609 cleansings. It was the reality distortion field 00:32:42.609 --> 00:32:45.609 applied to his own biology, the belief that his 00:32:45.609 --> 00:32:48.009 superior intellect and willpower could force 00:32:48.009 --> 00:32:50.349 his illness to conform to his preferences. And 00:32:50.349 --> 00:32:52.170 critics are very clear that this nine -month 00:32:52.170 --> 00:32:54.730 delay was likely fatal. They argue it likely 00:32:54.730 --> 00:32:57.250 cost him his life by allowing the cancer to progress 00:32:57.250 --> 00:32:59.769 beyond the point of easy containment. Jobs did 00:32:59.769 --> 00:33:02.309 eventually regret the delay. He finally underwent 00:33:02.309 --> 00:33:04.730 a pancreatic oduodenectomy, or Whipple procedure, 00:33:05.069 --> 00:33:08.069 in July 2004. But the success was only temporary. 00:33:08.779 --> 00:33:12.400 The tumor returned, and by early 2009, his health 00:33:12.400 --> 00:33:15.319 had declined so severely that he required a liver 00:33:15.319 --> 00:33:17.640 transplantation, which he received in Memphis, 00:33:17.740 --> 00:33:19.779 Tennessee. And the secrecy around his health 00:33:19.779 --> 00:33:22.400 was intense. It was a corporate cover -up designed 00:33:22.400 --> 00:33:25.339 to maintain confidence and prevent stock fluctuation. 00:33:25.500 --> 00:33:28.619 Right. After his 2008 WWDC keynote, where he 00:33:28.619 --> 00:33:31.700 looked thin, almost gaunt, Apple officials just 00:33:31.700 --> 00:33:35.099 claimed he had a common bug. Jobs himself responded 00:33:35.099 --> 00:33:37.779 to the swirling rumors by paraphrasing Mark Twain, 00:33:37.880 --> 00:33:40.359 the reports of my death are greatly exaggerated. 00:33:40.779 --> 00:33:43.460 On a deeply personal level though, we see a rare 00:33:43.460 --> 00:33:46.119 vulnerability. Tim Cook, finding they shared 00:33:46.119 --> 00:33:48.900 a rare blood type, offered Jobs a portion of 00:33:48.900 --> 00:33:51.680 his own liver, knowing the donor organ can regenerate. 00:33:51.740 --> 00:33:54.359 And Jobs, despite the extreme urgency of his 00:33:54.359 --> 00:33:56.900 situation, flatly refused. He yelled at Cook, 00:33:56.980 --> 00:33:58.440 I'll never let you do that. I'll never do that. 00:33:58.579 --> 00:34:01.059 That moment, the refusal of the ultimate gift 00:34:01.059 --> 00:34:03.940 of life from a trusted colleague is so revealing. 00:34:04.279 --> 00:34:06.700 It highlights his intense, often irrational self 00:34:06.700 --> 00:34:09.280 -reliance and perhaps a reluctance to be dependent, 00:34:09.480 --> 00:34:11.969 even in the face of death. Jobs finally announced 00:34:11.969 --> 00:34:15.789 his resignation as CEO on August 24, 2011, noting 00:34:15.789 --> 00:34:17.650 that the day had come when he could no longer 00:34:17.650 --> 00:34:20.489 meet the demands of his duties. He died six weeks 00:34:20.489 --> 00:34:23.809 later, on October 5, 2011, due to complications 00:34:23.809 --> 00:34:26.469 from a relapse of the tumor, which resulted in 00:34:26.469 --> 00:34:29.070 a respiratory arrest. And his sister, Mona Simpson, 00:34:29.369 --> 00:34:32.840 recounted his final words. hours before he died 00:34:32.840 --> 00:34:35.219 he looked past his assembled family and repeated 00:34:35.219 --> 00:34:38.880 a phrase three times oh wow oh wow oh wow he 00:34:38.880 --> 00:34:41.300 was buried in an unmarked grave at alta mesa 00:34:41.300 --> 00:34:44.280 memorial park So despite his immense wealth and 00:34:44.280 --> 00:34:46.480 cultural influence, Jobs' stance on philanthropy 00:34:46.480 --> 00:34:48.840 remains one of the most controversial and mysterious 00:34:48.840 --> 00:34:51.179 aspects of his legacy. Right. The media frequently 00:34:51.179 --> 00:34:54.400 criticized him and Apple for being unusually 00:34:54.400 --> 00:34:57.000 and inexplicably mysterious or absent in terms 00:34:57.000 --> 00:34:58.860 of corporate giving compared to his peers. There 00:34:58.860 --> 00:35:01.039 was an early attempt to engage, right? He formed 00:35:01.039 --> 00:35:03.239 the Steven P. Jobs Foundation after leaving Apple. 00:35:03.380 --> 00:35:05.480 But he closed it quickly with no results after 00:35:05.480 --> 00:35:08.269 launching NextT. What's far more contentious 00:35:08.269 --> 00:35:11.090 is that when he returned to Apple in 1997, he 00:35:11.090 --> 00:35:13.190 immediately eliminated all existing corporate 00:35:13.190 --> 00:35:18.550 philanthropic programs. Apple was subsequently 00:35:18.550 --> 00:35:21.869 listed in 2007 among America's least philanthropic 00:35:21.869 --> 00:35:24.130 companies, though they did later begin a program 00:35:24.130 --> 00:35:27.170 matching employee gifts. The corporate philosophy 00:35:27.170 --> 00:35:29.329 just seemed to be that Apple's contribution to 00:35:29.329 --> 00:35:32.579 society should be purely product -based. And 00:35:32.579 --> 00:35:35.179 this belief was really customized by his refusal 00:35:35.179 --> 00:35:38.119 to sign the Giving Pledge. The campaign launched 00:35:38.119 --> 00:35:41.460 by Bill Gates and Warren Buffett in 2010, encouraging 00:35:41.460 --> 00:35:43.579 billionaires to donate the majority of their 00:35:43.579 --> 00:35:47.099 wealth to charity. Jobs clearly believed his 00:35:47.099 --> 00:35:49.659 personal revolutionary contribution to culture 00:35:49.659 --> 00:35:53.079 and technology was superior to, or at least superseded, 00:35:53.179 --> 00:35:55.760 traditional direct charity. And that philosophical 00:35:55.760 --> 00:35:58.579 difference is crucial. The Gates and Buffett 00:35:58.579 --> 00:36:01.139 view is about solving macro global problems, 00:36:01.239 --> 00:36:03.880 disease, poverty through massive cash infusions. 00:36:03.980 --> 00:36:06.460 Whereas Jobs's view was that by solving micro 00:36:06.460 --> 00:36:09.039 user problems through elegant, intuitive design, 00:36:09.119 --> 00:36:11.179 by giving people tools like the iPhone and the 00:36:11.179 --> 00:36:14.000 iPad, he was offering a superior, transformative 00:36:14.000 --> 00:36:16.440 cultural contribution. And if we look at that 00:36:16.440 --> 00:36:18.900 cultural contribution, his influence is indisputable. 00:36:19.019 --> 00:36:22.280 He is listed as primary or co -inventor on over 00:36:22.280 --> 00:36:26.159 450 patents in the U .S., 346 of which are U 00:36:26.159 --> 00:36:28.730 .S. patents. And these weren't typically mechanical 00:36:28.730 --> 00:36:31.130 inventions. No, they were mostly design patents 00:36:31.130 --> 00:36:33.610 related to the look and feel of the product, 00:36:33.769 --> 00:36:36.489 shared closely with Joni Ive. And his focus remained 00:36:36.489 --> 00:36:39.309 purely aesthetic and experiential until the very 00:36:39.309 --> 00:36:42.949 end. In a final, powerful testament to his lifelong 00:36:42.949 --> 00:36:45.590 obsession with design and user interface, the 00:36:45.590 --> 00:36:48.929 patent on the Mac OS X dock user interface with 00:36:48.929 --> 00:36:51.309 its distinctive magnification feature. Was actually 00:36:51.309 --> 00:36:53.699 issued the day before he died. Posthumous recognition 00:36:53.699 --> 00:36:56.559 has been swift and broad, cementing his place 00:36:56.559 --> 00:36:59.139 as an American icon. He was awarded the Grammy 00:36:59.139 --> 00:37:01.940 Trustees Award in 2012, named a Disney Legend 00:37:01.940 --> 00:37:05.940 in 2013, and in 2022, he posthumously received 00:37:05.940 --> 00:37:08.539 the Presidential Medal of Freedom. Okay, so let's 00:37:08.539 --> 00:37:10.559 unpack this. This deep dive into Steve Jobs, 00:37:10.659 --> 00:37:12.920 it really reveals a figure who successfully took 00:37:12.920 --> 00:37:15.760 the spiritual quest, the Zen minimalism, and 00:37:15.760 --> 00:37:17.739 the respect for craft he learned from his father 00:37:17.739 --> 00:37:20.599 and his countercultural youth. and fused it with 00:37:20.599 --> 00:37:23.260 groundbreaking engineering. He was the pioneer 00:37:23.260 --> 00:37:25.980 of the PC revolution and the architect of the 00:37:25.980 --> 00:37:28.179 digital ecosystem we all now inhabit. But he 00:37:28.179 --> 00:37:30.460 was a character defined by radical dualities 00:37:30.460 --> 00:37:33.159 that fueled his success. The sensitive individual 00:37:33.159 --> 00:37:35.920 who deeply loved his adoptive parents and bonded 00:37:35.920 --> 00:37:38.800 with his biological sister juxtaposed with the 00:37:38.800 --> 00:37:42.039 ruthless executive who cheated Wozniak and terrified 00:37:42.039 --> 00:37:44.559 his employees into alignment. And that duality 00:37:44.559 --> 00:37:48.099 created a transformative leader, but a... profoundly 00:37:48.099 --> 00:37:50.800 challenging human being. His entire professional 00:37:50.800 --> 00:37:53.599 existence was based on a radical certainty, a 00:37:53.599 --> 00:37:56.019 confidence so total that he could command the 00:37:56.019 --> 00:37:58.179 reality distortion field and successfully skate 00:37:58.179 --> 00:38:00.099 to where the puck was going to be. And that leads 00:38:00.099 --> 00:38:03.039 to our final provocative thought for you, the 00:38:03.039 --> 00:38:06.619 learner, to consider. We know that Jobs resisted 00:38:06.619 --> 00:38:09.440 proven medical science for nine months, favoring 00:38:09.440 --> 00:38:11.519 alternative treatments, essentially applying 00:38:11.519 --> 00:38:14.000 his reality distortion field to his own cancer. 00:38:14.909 --> 00:38:17.630 Given his lifelong genius was predicated on bending 00:38:17.630 --> 00:38:20.230 reality to his will, what are the implications 00:38:20.230 --> 00:38:22.570 of that visionary certainty when it's applied 00:38:22.570 --> 00:38:25.130 to the unavoidable and unpredictable realities 00:38:25.130 --> 00:38:28.090 of life and death? How does that failure of certainty 00:38:28.090 --> 00:38:30.670 in his final years reveal the ultimate tension 00:38:30.670 --> 00:38:33.070 between the man who controlled every single detail 00:38:33.070 --> 00:38:35.530 of his products and the complexity of the world 00:38:35.530 --> 00:38:37.090 he ultimately could not control?