Steve Jobs - Your Friend and Mine


You didn’t have to buy Apple products to be indebted to Steve Jobs. Millions of people resented the man – the figure in a black turtle neck sweater and blue jeans who obsessed over corporate secrecy, who built up a cult following of Apple aficionados, who staged product introductions as if they were a manifestation of the Second Coming. Millions of people resented all this about Steve Jobs, but quietly, day by day, they paid homage to him nonetheless.

Do you use a personal computer? That product owes its existence to Steve Jobs more than anybody else. What about a smart phone? A touch screen computer? A new tablet? All of these products came from his imagination, or better said – from the collective imagination of the teams of people working for him. These people were creative, but it takes a special form of genius to inspire creative people to work towards a common goal.

Apple’s power rested in focusing this creative power in order to be first in these and other technological “spaces”. Bill Gates, a long-time friend and rival of Steve Jobs, said it was an “insanely crazy honor” to know the man. How true this was. Bill Gates had his own special form of genius - being a fast follower to men like Steve Jobs, and knowing how to exploit a monopoly. Microsoft’s Explorer operating system took its time, but it eventually copied the windows concept of file organization that was invented by Apple. Insanity is not a necessary hallmark of men who are followers, but it is a common characteristic of innovative and creative geniuses. Steve Jobs had the right sort of insanity to change the technological landscape time and again.

It will be said in his obituaries that Steve Jobs excelled at showmanship, that he was a perfectionist, and that he could convince millions of people to buy something they didn’t really need. The first two of these compliments are true; the third is not. The insanity that characterized Steve Jobs’ approach to technology was not just that of showmanship or product perfection, it was an obsession with user friendliness. He demanded that his products be easy and fun to use. He required that the products have a natural flow to their use – the customer ought to be able quickly and intuitively to understand how the product worked, without any extensive period of trial and error or the reading of product manuals. His products had to express modernism, with sleek packaging in affordable, durable, but expensive-looking materials. Just as important, the products had to be reliable. Apple sought a reputation for selling products that were fault free, and to this day the operating system on Macs is vastly more virus-free than anything offered by Microsoft.

Steve Jobs was, in short, that rarity in modern American capitalism - a CEO who put the customers first, the employees second, and the shareholders a distant third. Remarkably, the shareholders came out much wealthier for it.

Whether customers “needed” something as novel as a tablet was not particularly relevant. It had already been established that people liked watching movies on computers, and that they were comfortable with touch screens and internet surfing. Apple was able to sell huge volumes of the tablet computer/entertainment system because customers always need products that are easy to use, that are affordable, that are durable, and that are fault free. This is what Steve Jobs understood, better than anybody else in the technology field.

Ultimately, then, it is as a product designer that Steve Jobs made his reputation. This is, sadly, not a field that stands the test of time, and the posthumous reputation of Steve Jobs is therefore destined to tarnish and fade. New products will come along that will be more user-friendly, sleeker, more durable, more affordable and more modern than what Apple is now offering. Maybe, for awhile, Apple will be fortunate enough to be the inventor of these next-generation products, though the odds of that happening at Apple for the next decade or two of technological advances is rather slim without Steve Jobs at the helm.

If there existed a Nobel Prize for the field of product design, Steve Jobs would have won it a long time ago. He probably would have won multiple Nobel Prizes. And each time he sat at the awards ceremony in Oslo, he would have looked down at that solid gold medal – the same medal awarded nearly one hundred years ago to people like Marie Curie and Albert Einstein – and asked himself quietly – “How can this be designed better?”


Numerian October 5, 2011 - 11:53pm
( categories: Technology )

Great Ode to SJ, Numerian!

I pretty much agree, except on one or two points. I don't think the PC "owes it existence" to SJ. He didn't invent the PC. He wasn't - by a long shot - the first to market the personal computer, or even to successfully market it. IBM, Altair, and even the (in)famous Tandy corporation (remember them - sold at Radio Shack?) had brisk sales among the home-computer hobbyists before Mac came along.

Bell Labs, the US DARPA, IBM, and of course Xerox PARC (actually PARC was a huge inspiration for Jobs) - they are the ones that actually invented stuff like the mouse, the word document, and so on that seem so integral to our computing experience today. And they are the ones that actually brought the computer from room-size to desktop size.

But, as you point out, he was visionary because of his genius in finding answers to questions like "what will the computer DO besides be a glorified calculator?" Or " What do people want from computers anyway?"

Plus of course, his flair for designing so that his products looked really cool. "Coolness" is a very powerful factor in the tech marketplace, and he understood that thoroughly.

His marketing was brilliant and always captured the "be the first on your block" crowd, which is crucial to getting a leading edge in the marketplace.

So yeah, he was a genius in the truest sense of the word, with personality quirks and all the rest of it. But it's a little over the top to say we have personal computers and cell phones because of him.
Those are products whose time had come, and many people were working on it.

But SJ's genius is that he really caught the crest of that wave and rode it till the very end, when many other companies spun out, flopped, rode for awhile and fell off, or missed the wave entirely.

Steve Jobs was a man that was deeply in touch with "the flow", and that's a quality that isn't taught to someone. That's a natural type of genius.

yogi-one October 6, 2011 - 3:46am

Dan Bricklin - Visicalc

Wikipedia:

It is often considered the application that turned the microcomputer from a hobby for computer enthusiasts into a serious business tool.[1] VisiCalc sold over 700,000 copies in six years.

And the first PC?

Possibly IBM's 1975 5100 computer - a flop.

Synoia October 6, 2011 - 4:33am

Steve Jobs was instrumental in offshoring jobs to China, where people work for despicable wages in poor conditions (Suicide at Foxconn who manufacture the Apple products), and held $30 Billion in "Offshore" account to evade US taxes, whose commons supported Apple's Business.

It seems regretful that Jobs did not hold the US, its people and its commons to whom he owed a great debt, in the same reverence in which he held his products.

Steve may be a friend to you, he was no Friend to many others.

Synoia October 6, 2011 - 3:49am

But, let's face it, Apple has become like Microsoft. Too big, too secretive, too proprietary... Right now, their products are cool-looking, but overpriced and suboptimal in many ways.

creativelcro October 6, 2011 - 3:53am

breakthroughs. Apple copied from heavily from Xerox who pioneered the GUI (graphical user interface) as well as invented the mouse. And, before then, everyone copied IBM who copied from Data General. Which by the way reminds me of the excellent Pulitzer Prize winning book: Soul of The New Machine by Tracy Kidder.

scrat October 6, 2011 - 5:01am

Xerox invented the modern computer interface. The GUI, the mouse, printing from the screen, all of it was invented at a think tank within Xerox. The suits saw it, looked at it, and did ... nothing. They didn't get it so they shut the dept down.

Steve Jobs and Apple came in, took all these ideas (with Xerox's blessing I believe) and made the Mac. To the victor go the spoils.

zot23 October 6, 2011 - 10:35am

was used by Tim Berners-Lee as the prototype web server - probably the most important thing a Job's device has ever undertaken.

YET: Wolfenstein and Doom were also written on the NeXT cube. :D

graham October 6, 2011 - 6:03am

Man, the good old days...

creativelcro October 6, 2011 - 8:39am

Undeniably the components of the personal computer were mostly there before Steve Jobs came on the scene. In my own experience I worked on a Commodore and a Wang. I always thought of these, or at least the Wang, as a new sort of typewriter with marvelous time-saving capabilities. I didn't think I worked on a computer. It was Jobs who created a package of PC features, dressed it up very attractively, and sold it as something entirely new. In a very real way it was. The potential that the product had, redefined the idea of the personal computer for the public. One other aspect of his inventiveness was to take the personal computer out of the office and into the home. Previous to Apple most people were familiar with the machines because you used them at work, where they were affordable. Unless of course you were a hobbyist, willing to buy a Tandy.

Certainly he did not invent the mouse or the CPU or many of these other features, including going back to the silicon chip. This is why I don't think his reputation is going to be burnished over time. His brilliance at product design and marketing makes him look like a genius now, but in the lore of the technology revolution, he will have a unique and seminal place that puts him a few steps behind the inventors.

Also, he went the route of all American manufacturing by sending jobs to China. But I don't think he sold out completely to China. Part of his obsession with secrecy was to prevent the manufacturers from copying and then competing with his products. Second, he did not adopt the planned obsolescence so common in Chinese products. You gave up on your Apple product not because it broke down, but because the next generation version was just coming out. Third, his employees in Silicon Valley were well-treated and he nurtured creative forces back in the US rather than let all this wither away.

Definitely the guy was not a saint, and I am naturally suspicious of the corporate cult of the CEO, having working for some of these people in the past. I did, however, want to give Steve Jobs his due as an influential product designer, a field generally overlooked in technology and manufacturing.

Numerian October 6, 2011 - 7:46am

The San Francisco Bay area being such a powerful incubator of ideas and networking that made so much innovation possible. From the raw idea labs such as Park Xerox, seed capital expertise of a Kleiner Perkins KPCB, to writers such as Ken Kesey, a music scene that just belted out amplified music that just screamed, take all these elements and create.

"There are two types of folk music:
quiet folk music and loud folk music.
I play both."

Dave Alvin

Peter C October 6, 2011 - 8:25am

...but Xerox PARC (Palo Alto Research Center)
--worked nearby for years, and with several expatriates while I was at Sun

"It's no longer IOKIYAR....It's OK If You're A Republican, but IOKBYAR--It's OK BECAUSE You're a Republican." -- Me

justadood October 6, 2011 - 11:07am

nt

Actor 212 October 6, 2011 - 9:21am

With great respect to all, paeans to Steve Jobs that leave out Steve Wozniak from the early years just drive me crazy...And Steve Jobs would let it happen. [Yes, Jobs is wonderful, but he didn't start it all alone.]
From Wikipedia:

By 1975, Wozniak withdrew from the University of California, Berkeley and developed the computer that eventually made him famous. By himself he designed the hardware, circuit board designs, and operating system for the Apple I.[3]
{3} a b Swaine, Michael (2000). Fire in the Valley. McGraw-Hill. ISBN 0071358927.

Woz also wrote Applesoft, which was a form of BASIC, and was the high-level language that communicated with the 6502 processor.
When we bought our Apple IIplus in 1978, I bought it to use with VisiCalc, and not as much for gaming. At the time, the Apple II was best for gaming, and the Apple IIplus was best for stuff such as spreadsheets and accounting.
What made both the Apple II's popular among hobbyists is that they came with full manuals including an Applesoft tutorial, hardware schematics, much technical information, and one could basically explore the entire machine. Also the 6502 processor's machine code & architecture was fairly open and taught at local community colleges.
At our house, the Apple was set on a table in the middle of the room with all manuals out, and a "have at it and have fun" attitude.


"All I know is just what I read in the newspapers." - Will Rogers

readr satx October 6, 2011 - 10:40pm

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