Steve Jobs: From Adoption to Apple's Visionary
Steve Jobs's journey from adopted child in Silicon Valley to co-founding Apple, navigating personal struggles, business failures at NeXT, and triumphant returns that transformed computing, music, phones, and tablets—before his death from cancer in 2011.
Early Life and Formation (1955–1968)
Adoption and Silicon Valley Roots
Steve Jobs was born February 24, 1955, to unmarried parents in San Francisco and adopted by Paul and Clara Jobs. The family moved to Mountain View in 1961, which was becoming the electronics hub later called Silicon Valley. His adoptive father Paul was a skilled machinist who built a garage workbench to pass on his love of mechanics.
Troubled Student Turned Around by One Teacher
Jobs was a disruptive student who frequently misbehaved and was suspended. His fourth-grade teacher transformed his attitude by bribing him with $5 to finish a workbook, which 'kindled a passion' for learning. He learned more that year than any other year in school, though his parents wisely refused to let him skip two grades.
Bullying and Family Sacrifice
After skipping fifth grade, Jobs was bullied at Crittenden Middle School. He gave his parents an ultimatum to move him or he would drop out. His parents used all their savings in 1967 to buy a new house in Los Altos, California—a property that would later become central to Apple's founding.
First Computer at Age Twelve
Jobs saw his first computer at age twelve at the Hewlett-Packard Explorer Club and knew immediately he wanted to work with computers. He later boldly asked HP president William Hewlett for parts for a class project; impressed, Hewlett gave him the parts and a summer internship assembling frequency counters.
Counterculture Years and Dual Interests (1968–1976)
The Hippie-Nerd Hybrid
During his senior year at Homestead High, Jobs developed two distinct friend circles: electronics enthusiasts like Steve Wozniak and artistic types like girlfriend Chrisann Brennan. A classmate described him as 'kind of a brain and kind of a hippie' who was too intellectual for hippies but too unconventional for nerds—an outsider in a world where group identity was everything.
Reed College: Dropping In, Not Out
Jobs insisted on attending Reed College in Portland, Oregon—one of the nation's most expensive private liberal arts schools—despite his parents' financial constraints. He enrolled to study Physics and Philosophy but dropped out after deciding he didn't want to attend required classes. He continued attending classes he enjoyed, like calligraphy, and slept on friends' floors while returning Coke bottles for food money.
Calligraphy's Hidden Impact
In his 2005 Stanford commencement speech, Jobs revealed that dropping in on a calligraphy course at Reed directly led to the Mac's multiple typefaces and proportionally spaced fonts. He stated: 'If I had never dropped in on that single calligraphy course in college, the Mac would have never had multiple typefaces or proportionally spaced fonts.'
The Blue Box Venture
In 1972, Wozniak designed a low-cost 'blue box' that generated tones to manipulate the telephone network for free long-distance calls. Jobs and Wozniak sold approximately 6,000 units before nearly being caught by police and stopping the venture. Jobs later said that without the blue boxes, there would have been no Apple, and that the experience taught them they could take on large companies and beat them.
India and Spiritual Awakening
In early 1974, Jobs traveled to India seeking spiritual enlightenment, spending seven months exploring after learning his intended guru had died. He experimented with LSD, calling it 'a profound experience' that reinforced his belief in creating great things over making money. He and Brennan became Zen Buddhism practitioners; Jobs lived in a converted tool-shed at his parents' home with a sleeping bag, meditation pillow, and books.
Atari and the Breakout Chip Deception
Jobs returned to Atari and was assigned to design a circuit board for Breakout. He made a deal with Wozniak to split the fee if Wozniak could minimize chips. Wozniak reduced the chip count from 96 to 46—so tight it couldn't be reproduced on assembly lines. Jobs told Wozniak they received only $700 instead of $5,000, giving Wozniak $350. Wozniak later discovered the deception and 'cried quite a bit.'
Apple's Founding and Early Products (1976–1980)
Apple Computer Founded in a Garage
In 1976, Wozniak designed the Apple I computer. Jobs suggested they sell it, and together with Ronald Wayne, they founded Apple Computer in the garage of Jobs's Los Altos home on Crist Drive. The name 'Apple' came from Jobs's time at the All One Farm commune in Oregon, where he worked in the apple orchard.
The Byte Shop Deal and First Production
Jobs approached The Byte Shop, whose owner Paul Terrell agreed to order 50 assembled Apple I computers at $500 each. Jobs persuaded Cramer Electronics to supply parts on credit, then had family and friends solder components at a kitchen table. When Terrell received only motherboards (customers had to provide keyboard, power supply, and TV), he was upset but accepted the units and paid—giving Jobs insight into what the next computer should include.
Mike Markkula's Investment and Business Expertise
Banks were reluctant to lend to Jobs; the idea of computers for ordinary people seemed absurd. In 1977, Jobs met Mike Markkula, an investor who co-signed a $250,000 bank loan (equivalent to $1,080,000 in 2017). Markkula became a one-third owner and employee number 3, bringing business expertise. Wozniak later credited Markkula more than himself for Apple's success.
Apple II: The Breakthrough
With income from Apple I sales and Markkula's investment, Jobs and Wozniak developed the greatly improved Apple II, presented at the first West Coast Computer Faire in April 1977. Jobs pressed for a redesigned TV interface (holding display in memory), graphics, color capability, and an improved case and keyboard so the machine was complete and ready to use out of the box.
Jobs's Signature Uniform
As Apple became successful, Jobs adopted a daily uniform: black long-sleeved mock turtleneck, blue Levi jeans, and New Balance 991 sneakers. He said the choice was inspired by applied mathematics professor Stuart Geman at Brown University and liked the idea of a uniform for daily convenience and maintaining a signature style.
Lisa, Paternity, and Personal Crisis (1977–1980)
Relationship with Chrisann Brennan Deteriorates
As Jobs's position at Apple grew, his relationship with Brennan became increasingly complex. In October 1977, Rod Holt (Apple's 5th employee) offered Brennan a paid apprenticeship designing blueprints, but she discovered she was pregnant with Jobs's child. Jobs's face 'turned ugly' at the news; he refused to discuss the pregnancy and later encouraged her to take the job while pregnant, though Brennan felt too ashamed.
Jobs Denies Paternity and Spreads Rumors
Jobs told Brennan 'If you give up this baby for adoption, you will be sorry' and 'I am never going to help you.' He refused her requests for money. According to Brennan, Jobs spread rumors that she slept around and that he was infertile. Brennan hid her pregnancy, living in various homes while continuing Zen meditation.
Lisa's Birth and the Computer Named Lisa
When Jobs was 23 (the same age as his biological parents when they had him), Brennan gave birth to Lisa Brennan on May 17, 1978, at the All One Farm. Jobs and Brennan named her Lisa together. However, Jobs publicly denied paternity while secretly planning to name a new computer 'Lisa'—later claiming it stood for 'Local Integrated Software Architecture.' Decades later, Jobs admitted to biographer Walter Isaacson: 'obviously, it was named for my daughter.'
DNA Test and Child Support
When Jobs denied paternity, a DNA test established him as Lisa's father. He was required to pay Brennan $385 per month plus return welfare money she had received. When Apple went public and Jobs became a millionaire, he increased payments to $500 per month.
Apple's IPO and Early Wealth (1980–1983)
Historic IPO Creates 300 Millionaires
On December 12, 1980, Apple launched its Initial Public Offering, generating more capital than any IPO since Ford Motor Company in 1956 and instantly creating approximately 300 millionaires—more than any company in history. Jobs was worth over $1 million at age 23 in 1978; this grew to over $250 million by age 25. He was one of the youngest people ever to make Forbes's richest list without inherited wealth.
Apple III's Cooling Problem
The Apple III, released May 19, 1980, was designed to compete in the business environment. Jobs insisted it have no cooling fan, wanting heat dissipated through the chassis instead. The physical design was insufficient; components overheated and integrated circuit chips disconnected from the motherboard. Customer service told users to 'raise the computers six inches in the air, and then let go' to reseat the chips. Thousands were recalled; a new model in 1983 couldn't undo the damage.
IBM's Entry and Apple's Confidence
By August 1981, Apple was among the three largest microcomputer companies. IBM entered the personal computer market that month with the IBM PC. Apple had many advantages: five times as many US dealers and an established international distribution network. After examining the IBM PC and finding it unimpressive, Apple purchased a full-page Wall Street Journal advertisement headlined 'Welcome, IBM. Seriously.' Microsoft's Bill Gates was at Apple headquarters the day of IBM's announcement and later noted that Apple didn't seem to care—it took them a year to realize what was happening.
IBM PC Surpasses Apple II by 1983
By 1983, the IBM PC surpassed the Apple II as the best-selling personal computer, despite Apple's initial confidence. The market had shifted in IBM's favor, forcing Apple to reassess its strategy and leadership.
John Sculley and the Macintosh Era (1983–1985)
Recruiting John Sculley from Pepsi
Apple's board told Jobs he needed 'adult supervision' but could veto candidates. After rejecting about 20 tech-sector candidates, Jobs met John Sculley, who had risen to Pepsi CEO in 10 years and created the 'Pepsi Challenge' campaign. Jobs lured Sculley away with the famous pitch: 'Do you want to spend the rest of your life selling sugared water, or do you want a chance to change the world?'
Xerox PARC and the Graphical User Interface
In exchange for $1 million of pre-IPO Apple stock, Xerox granted Apple three days of access to PARC (Xerox's R&D subsidiary). After visiting, Apple's team returned with ideas that completed the foundation for Apple's first Graphical User Interface computer, introducing the mouse, icon, and desktop to computing.
Macintosh: From Raskin's Vision to Jobs's Reality
Jef Raskin started the low-cost Macintosh project in 1979; Jobs arrived in 1981 and quickly stamped his mark. Raskin's early prototypes used text-based displays and function keys; Jobs and Bud Tribble pushed the team to implement the GUI with a desktop metaphor. Raskin left in 1982 before the product shipped. Jobs and Tribble's directive to implement the GUI was 'the most important directive ever issued by anyone inside Apple'—without it, the Macintosh likely would not have sold well and Apple might not exist today.
The 1984 Macintosh Launch and Super Bowl Ad
In early 1984, Jobs introduced the Macintosh at Apple's shareholders meeting to a wildly enthusiastic audience. The machine was small, inexpensive, and friendly—bringing the GUI to the masses. Jobs commissioned a 60-second Super Bowl 18 ad during the third quarter break. The ad portrayed Apple as humanity's hope against IBM's 'Big Brother,' with athlete Anya Major hurling a hammer through a screen. The tagline: 'On January 24th, Apple Computer will introduce Macintosh. And you'll see why 1984 won't be like Nineteen Eighty-Four.' Two days after the ad aired, the Macintosh went on sale, bundled with MacWrite and MacPaint.
Macintosh's Initial Struggles and Software Gap
Although the Mac garnered immediate enthusiasm, some labeled it a mere 'toy.' Because it was entirely GUI-based, existing text-mode applications had to be redesigned and code rewritten—a challenging undertaking many developers avoided, resulting in an initial software shortage. Sales began to tail off, and the Lisa was discontinued.
Price Conflict: Sculley vs. Jobs
The Macintosh was always meant to be 'a computer for the rest of us,' keenly priced to sell in large numbers. The original target was $1,000, but development costs nearly doubled it. Shortly before launch, it was slated for $1,995, but Sculley decreed a $500 increase to $2,495. Jobs disagreed, but Sculley prevailed. This pricing conflict was the start of serious friction between the two men.
The Power Struggle and Jobs's Ouster
Sculley and Jobs had wildly different management styles and visions. Sculley favored open-architecture computers like the Apple II for education and small business; Jobs wanted the company focused on the closed-architecture Macintosh as an IBM PC alternative. When the Macintosh Office failed in 1985, Jobs wanted to cut prices; Sculley refused, needing Apple II profits to show earnings. In March 1985, Sculley visited Jobs's office and stripped him of responsibility for the Macintosh team. Jobs attempted a coup in May while Sculley was traveling, but Sculley cancelled his trip and confronted Jobs before the board. The board sided with Sculley. Jobs was made chairman—a largely ceremonial role—and on September 17, 1985, he resigned. Five senior employees also resigned to join him in NeXT.
NeXT and Pixar Years (1985–1996)
NeXT Inc. Founded with $7 Million
Following his resignation from Apple in 1985, Jobs founded NeXT Inc. with $7 million. A year later, running out of money with no product on the horizon, Jobs sought venture capital and attracted billionaire Ross Perot, who invested heavily. The NeXT computer was unveiled at a lavish, invitation-only multimedia extravaganza launch event.
Pixar Acquisition and 'Make It Great'
In 1986, Jobs funded the spinout of The Graphics Group (later Pixar) from Lucasfilm's computer graphics division for $10 million ($5 million as capital, $5 million for technology rights). Jobs 'saw the potential of what Pixar could be before the rest of us' and gave only one directive: 'make it great.' He got out of the way, letting director John Lasseter and team maintain a slow-but-steady pace, ensuring high-quality, award-winning films. Without Jobs, many believe Pixar would not have survived long enough to make Toy Story.
Toy Story and Pixar's IPO
Pixar's first film with its Disney partnership, Toy Story (1995), brought fame and critical acclaim to the studio. Jobs took Pixar public in 1996; by the end of the first day of trading, his 80 percent share was worth $1 billion. After nearly 10 years of struggling, Jobs had finally hit it big.
NeXT's Business Failure but Technical Success
NeXT workstations, released in 1990 at $9,999, were technologically advanced but cost-prohibitive for educational institutions. After 1990 hardware sales failed, NeXT stopped manufacturing in 1993 to become software-only, selling NeXTSTEP (an operating system and development environment). NeXTstep for Intel became popular for custom software development, especially in finance. However, NeXT failed to achieve its objectives and burned significant cash. Some writers blamed Jobs's micromanagement, difficult demands, and wild pivots. Yet this failure taught him lessons that made him a great CEO upon his return to Apple.
Reconnecting with Biological Family
After leaving Apple, Jobs found his birth mother, Joanne Schieble Simpson, and discovered he had a sister, Mona Simpson. He didn't contact them during his adoptive mother Clara's lifetime out of respect. In 1986, when Clara was diagnosed with lung cancer, Jobs spent time with her and learned adoption details that motivated him to find Schieble after Clara's death and with Paul's permission. Schieble was emotional at their first meeting, saying she'd been pressured into signing adoption papers and regretted giving him up. Mona Simpson's first impression was that Jobs was 'straightforward and lovely, just a normal and sweet guy.' Jobs later told his biographer: 'she is my family. I don't know what I'd do without her. I can't imagine a better sister.'
Marriage to Laurene Powell
In 1989, Jobs met Laurene Powell when he gave a lecture at Stanford Graduate School of Business where she was a student. He said he 'couldn't take my eyes off of her' and 'kept losing my train of thought.' After the lecture, he met her in the parking lot and invited her to dinner. Jobs proposed on New Year's Day 1990 with freshly picked wildflowers. They married on March 18, 1991, in a Buddhist ceremony at Ahwahnee Hotel in Yosemite, conducted by Jobs's guru Kobun Chino Otogawa. Their first child, Reed, was born September 1991; they had two more children, Erin (August 1995) and Eve (1998).
Reconciliation with Lisa
After being forced out of Apple, Jobs apologized many times to Chrisann Brennan for his behavior toward her and Lisa. He acknowledged he never took responsibility when he should have. When Lisa was nine, Jobs had her name changed from 'Lisa Brennan' to 'Lisa Brennan-Jobs.' Mona Simpson worked to repair the relationship between Lisa and Jobs, and Jobs and Brennan developed a working co-parenting relationship.
Apple's Acquisition of NeXT and Jobs's Return (1996–2000)
Apple Buys NeXT for $427 Million
In 1996, Apple announced it would acquire NeXT for $427 million. The deal was finalized in February 1997, bringing Jobs back to the company he co-founded. Apple said NeXT's 'strengths in development software and operating environments' would combine with Apple's 'ease-of-use' and multimedia software. NeXTSTEP became the foundation for all future Apple operating systems, including today's macOS.
Jobs as Advisor, Acting CEO, and CEO
After the NeXT acquisition, Jobs initially worked as an advisor, then was appointed acting-CEO, and finally became CEO of Apple. His return marked a turning point for the struggling company.
Ruthless Restructuring and Project Terminations
Jobs terminated numerous projects including Newton, Cyberdog, and OpenDoc. Many employees developed a fear of encountering Jobs in elevators, 'afraid that they might not have a job when the doors opened.' Though his summary executions were rare, a handful of victims was enough to terrorize the company. Jobs also changed the Macintosh clone licensing program to make it too costly for manufacturers to continue.
'The Products Suck' Speech
When Jobs returned, Apple was floundering as cheap PCs running Windows flooded the market. Jobs summoned top employees to the auditorium, wore shorts and sneakers, and asked everyone to tell him 'what's wrong with this place.' After uncertain responses, he cut them off: 'It's the products! So what's wrong with the products? The products suck! There's no sex in them anymore!' Apple had lost its iconic identity; the product line was so fragmented that customers and sales associates couldn't tell models apart.
Microsoft Partnership and $150 Million Investment
At the 1997 Macworld Expo, Jobs announced a partnership with Microsoft: a five-year commitment to release Office for Macintosh and a $150 million investment. Apple and Microsoft also settled a long-standing patent dispute. Jobs used the money to ramp up advertising and highlight existing products while cutting R&D in non-producing areas.
iMac: The Design-Driven Turnaround
One of Jobs's first moves as acting CEO was developing the iMac, which integrated a CRT display and CPU into a streamlined, translucent plastic body. The line became a sales smash, moving about one million units per year. It re-introduced Apple to media and public, showcasing the company's new emphasis on design and aesthetics. Through Jobs's guidance, Apple increased sales significantly with the iMac and other new products.
Permanent CEO and Apple Stores
At the 2000 Macworld Expo, Jobs officially dropped 'interim' from his title and became Apple's permanent CEO. In May 2001, Apple announced the opening of its own retail stores throughout major U.S. markets. The stores were designed to stem Apple's declining market share and respond to poor third-party marketing. The original Genius Bar featured pictures of famous geniuses from Apple's 'Think Different' ads. On the first day at Tysons, over 500 fans lined up before dawn. Over the weekend, Tysons and Glendale hosted 7,500 visitors and sold $600,000 in products in two days. The Apple Store grew to over 500 locations in 20+ countries and forever changed computer and electronics retail.
iPod, iTunes, and the Digital Revolution (2001–2007)
MP3 Players Before iPod Were 'Crap'
Portable MP3 players existed since the mid-1990s, but Jobs called them 'crap.' Flash-memory players held only 15 songs; hard-drive players were big and heavy with poor interfaces. Most used slow USB 1.1, taking up to five minutes to transfer 15 songs or several hours for thousands. Jobs decided Apple should create an MP3 player that worked well with iTunes and could attract Mac customers.
iPod Rushed to Market in Six Months
In 2001, Apple was barely breaking even financially after the tech stock crash. The iPod had to be finished quickly so Apple wouldn't shut down the project. After six months of concentrated effort, the iPod came together. During final development, the September 11 attacks occurred; an Apple team carrying key iPod prototypes from Taiwan landed just before the U.S. government shut down air travel. The prototypes made it in time. The first iPod shipped in November 2001.
iPod's Massive Success
To date, Apple has sold more than 304 million iPod units across four different models. With the successful iPod introduction, Apple entered the mobile device and music distribution industries, giving an enormous boost to Apple's revenue.
iTunes Music Store Launches with 200,000 Songs
In 2003, Apple launched the iTunes music store with 200,000 songs at 99 cents each, giving people a convenient way to buy music legally online. It sold 1 million songs in its first week. Music expert Mark Mulligan described Jobs as 'single-handedly pulling the music industry into the digital age.' Before iTunes, Jobs met with dozens of musicians and record labels to convince them to participate. Trumpet player Wynton Marsalis recalled Jobs talking for two hours straight: 'He was a man possessed. After a while, I started looking at him and not the computer, because I was so fascinated with his passion.'
Jobs as Master Presenter and 'Reality Distortion Field'
Jobs was one of the world's best presenters. His keynote speeches captivated audiences and became a staple of the Apple brand. He didn't just announce products; he found ways to get audiences excited and make products the next 'must have' item. His passion resonated with audiences. He was admired and criticized for his persuasion and salesmanship, dubbed the 'reality distortion field,' particularly evident during his 'Stevenotes' at Macworld Expos and Apple Worldwide Developers Conferences.
Cancer Diagnosis and iPhone Era (2003–2007)
Pancreatic Cancer Diagnosis and Alternative Medicine
In October 2003, Jobs was diagnosed with cancer. In mid-2004, he announced to employees that he had a cancerous tumor in his pancreas. The prognosis for pancreatic cancer is usually very poor, but Jobs stated he had a rare, much less aggressive type. Despite doctors' recommendations, Jobs resisted medical intervention for nine months, relying on alternative medicine instead. Harvard researcher Ramzi Amri said this choice 'led to an unnecessarily early death.' Other doctors agreed; Kettering Cancer Center Chief Barrie Cassileth said Jobs's 'faith in alternative medicine likely cost him his life' and that he 'essentially committed suicide' by refusing surgery on the only treatable pancreatic cancer type. Biographer Walter Isaacson noted Jobs refused surgery because 'he didn't want his body being opened'—a decision Jobs later regretted.
2005 Stanford Commencement Speech
In 2005, a year after his cancer diagnosis, Jobs delivered a candid speech to Stanford graduating students, considered one of his best. He talked about his love for what he does and the importance of 'Staying hungry, staying foolish.' He reflected on leaving Apple in 1985 as the hardest moment of his life, explaining that while he didn't see it at the time, it ended up being the best thing that could have happened to him.
Intel Transition and Stock Price Surge
Jobs began preparing for the June 6, 2005 Worldwide Developers Conference, where Apple would reveal plans to produce Intel-based Mac computers in 2006. When that day arrived, the new MacBook Pro and iMac became the first Apple computers using Intel's Core Duo processor. By August, Apple had transitioned the entire Mac product line to Intel chips—one year earlier than expected. Apple's stock price increased more than tenfold between early 2003 and 2006, from around $6 per share to over $80. In January 2006, Apple's market cap surpassed Dell's—a huge milestone, given that Dell's CEO had said nine years earlier that if he ran Apple he would 'shut it down and give the money back to the shareholders.' Jobs sent an email to all employees: 'Team, it turned out that Michael Dell wasn't perfect at predicting the future. Based on today's stock market close, Apple is worth more than Dell.'
Pixar Acquired by Disney
Pixar's Disney contract was running out. Jobs and Disney CEO Michael Eisner tried but failed to negotiate a new partnership. In early 2004, Jobs announced Pixar would seek a new distributor. In October 2005, Bob Iger replaced Eisner at Disney and quickly worked to mend relations with Jobs and Pixar. In 2006, Disney agreed to purchase Pixar in an all-stock transaction worth $7.4 billion. When the deal closed, Jobs became The Walt Disney Company's largest single shareholder with approximately 7 percent of the company's stock.
iPhone: Eliminating Buttons and Complexity
In January 2007, Apple entered the smartphone business with the iPhone. It included a touch display, all iPod features, and an internet browser—a complete rebuke of the smartphone market, which had been fixated on adding more buttons, features, and styluses at the detriment of user experience. Jobs showed a graph comparing the Moto Q, Nokia E62, and Palm Treo (more capable but more complex) to the iPhone (most feature-filled yet easiest to use). The iPhone had a huge multi-touch display with only one button, so the interface could change by app. It featured pinch-to-zoom, physics-based effects like inertial scrolling and rubber-banding, and multitasking for seamless switching between music, calls, web browsing, and email. The first-generation iPhone had a 2-megapixel camera, small display, and thick frame by today's standards, but it single-handedly began the modern smartphone era.
iPhone Launch Success
On June 28, 2007, the iPhone went on sale after five months of anticipation. Excitement resulted in lines forming outside Apple Stores two days before release. The iPhone was a massive success, with 250,000 units sold on its first day. Smartphone makers went back to the drawing board to develop multi-touch devices to compete, and Apple worked on the iPhone 3G.
iPad, Health Decline, and Legacy (2009–2011)
Liver Transplant and Medical Leave
In January 2009, Jobs issued a memo to employees stating his 'health-related issues are more complex than I originally thought' and took a six-month medical leave, leaving Tim Cook in charge. Jobs finally agreed to undergo a liver transplant. Tim Cook was an eligible donor (O negative blood type match), but when Cook offered a portion of his liver, Jobs yelled 'No, I'll never let you do that. I'll never do that.' Instead, Jobs was put on a waiting list in Tennessee, where he had the best chance of receiving a transplant quickly. In April 2009, he received a liver transplant; his prognosis was described as 'excellent.' He returned to Apple six weeks later on a part-time basis.
iPad Unveiled After iPhone Success
Jobs's first public appearance after surgery was at an Apple Event in September 2009, where he received a standing ovation lasting almost a minute. He unveiled the iPad, a product conceived before the iPhone but shelved when the smartphone project took priority. The iPad appealed to Jobs mainly for its simplicity and portability—no keyboard or mouse, just a sheet of glass displaying anything you wanted. Jobs called it 'the most important thing I've ever done,' likely due to its potential to replace traditional computers and usher in the 'post-PC era.'
iPad Operating System Decision
Rumors of an Apple tablet circulated for months before the iPad was unveiled. People speculated it might have its own operating system, since the Mac, iPod, and iPhone each had optimized operating systems. Jobs saw things differently: the iPad should run the same operating system as the iPhone, with tablet-versions of apps taking advantage of the larger display. When the iPad was introduced on January 27, 2010, many tech community members were disappointed, posting comments like 'It's a giant iPhone. Not revolutionary at all' and 'Just an oversized iPod touch. This will not sell well.'
iPad's Massive Success Despite Tech Skepticism
Jobs said the negative tech community reaction 'kind of got depressed' him. However, people outside the tech world loved the iPad. Reviewers like David Pogue and Walt Mossberg praised it highly, and customers bought it like crazy. One million units were sold in its first 28 days—astonishing considering the iPhone took 74 days to achieve that. The iPad became the fastest-selling consumer product in history, beating the previous record-holder, the DVD player.
iCloud: Unified Ecosystem Across Devices
In early 2011, Jobs took a third medical leave and Tim Cook took over again. Jobs still appeared at the iPad 2 launch (March 2) and WWDC (June 6), where he introduced iCloud. Since Apple's early days, Jobs believed in creating a seamless, unified ecosystem. He refused to license third-party operating systems for the Mac or license Apple's own software to third-party manufacturers, despite the potential for more money and higher market share. He recognized that fragmentation caused customer problems. iCloud was his effort to provide a cloud-based service keeping all user data in sync across devices. The initial MobileMe ($99/year) was flawed; Jobs fired the person in charge and Apple made a second attempt with iCloud, offering 5GB free. Jobs said: 'We're going to demote the PC and the Mac to just be a device. We're going to move your hub, the center of your digital life, into the cloud.' This time it worked, creating a magical experience where iPhone photos automatically appeared on Mac and iPad, and emails and calendar events synced seamlessly.
Jobs's Final Resignation and Death
Despite Apple's successes, Jobs's health continued to fail. In August 2011, he wrote to the board: 'I have always said if there ever came a day when I could no longer meet my duties and expectations as Apple's CEO, I would be the first to let you know. Unfortunately, that day has come.' He became chairman and named Tim Cook as his successor. As chairman, Jobs continued working for Apple until the day before his death six weeks later. He passed away at his Palo Alto home around 3 p.m. on October 5, 2011, from complications of a pancreatic tumor resulting in respiratory arrest. His wife Laurene, children, and sisters were at his side. Mona Simpson described his final words: 'Steve's final words, hours earlier, were monosyllables, repeated three times. Before embarking, he'd looked at his sister Patty, then for a long time at his children, then at his life's partner, Laurene, and then over their shoulders past them. Steve's final words were: 'Oh wow. Oh wow. Oh wow.'' A small private funeral was held October 7. On October 19, a private memorial service was held on Apple's campus, attended by Laurene, Tim Cook, Bill Campbell, Norah Jones, Al Gore, and Coldplay. Some Apple retail stores closed briefly so employees could attend.
Legacy: Philosophy Over Products
Jobs was one of the most innovative and influential entrepreneurs of his time. Despite humble beginnings, he built the world's most valuable brand and revolutionized several industries. His identity was so intertwined with Apple that when he resigned, many predicted the company's decline. However, the most crucial gift Jobs left behind was his philosophy. When he was forced out in 1985, John Sculley didn't share his beliefs about what made products great. But when Jobs resigned in 2011, the company had been steeped in that philosophy, and Tim Cook understood it best. Shortly before his death, Jobs told Cook: 'Never ask what I would do. Just do what's right.' Since Cook took over in 2011, Apple's value has grown exponentially, fueled by hit products like the Apple Watch and AirPods. Though Jobs hasn't been with the company for a decade, his philosophy lives within Apple today and will continue long into the future.
Notable quotes
If I had never dropped in on that single calligraphy course in college, the Mac would have never had multiple typefaces. — Steve Jobs
Do you want to spend the rest of your life selling sugared water, or do you want a chance to change the world? — Steve Jobs
Oh wow. Oh wow. Oh wow. — Steve Jobs