|
Welcome to Macintosh
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This is a Macintosh. |
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It comes from a little company |
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Apple was started in a small town |
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Steve Jobs and Steve Wozniak. |
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United by their interest in technology, |
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... at personal computers by others, |
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... and set out to make the world's |
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... in the form of the Apple I. |
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The Apple I became the Apple II. |
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The Apple II |
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... of an industry |
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In 1984, Apple introduced Macintosh... |
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... and Macintosh thrusted the industry |
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Its style and ease of use |
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... and inspired the next revolution |
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But dark times followed... |
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... and Apple slipped into the background |
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In the late '90s, a reinvigorated Apple |
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... and push the envelope of design |
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Whether you know it or not, |
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We're good. We got your sound? |
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- Is she on speaker? |
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Jordan, hold on. |
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- Are you ready to go? |
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Okay, so this is the story... |
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...of how I was introduced |
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My first Macintosh was an SE... |
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...with a 30-megabyte hard drive. |
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The first Mac I used |
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He had a Mac Classic, a Mac Plus... |
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First Macintosh I purchased |
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Well, I had an Apple II in '79. |
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And then I had an Apple III. |
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And then I got to play with a Lisa |
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I had a Blue and White G3, |
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...had a Pismo PowerBook, |
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I was given a Macintosh 128 |
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...you know, |
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The first computer that we had... |
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The LC, right, which I had to |
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...because you told me |
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...I gave you my credit card... |
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Thirty-five hundred. |
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I think it must've been about 1980, |
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...and that changed everything. |
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So it had two floppies in front |
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...and I thought I was in heaven. |
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I mean, how could anybody ever use |
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After the introduction, we were so keyed |
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So that afternoon we drove around |
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...in the Bay Area, |
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The first one I owned, the first one I |
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And I bought an expensive monitor... |
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...and it cost me about $3500. |
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I got my Aluminum PowerBook, |
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I've got my G5 at home. |
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I stopped counting. |
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Yeah, you ended up spending 7000, |
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...and retrieve the computer from you |
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And so I inerited this computer... |
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...that I had no fucking idea |
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And it was, like, a lot of money. |
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I had to borrow it off my mom. |
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And it took me years to pay her back. |
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If you think about it, from '84 to 2007, |
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I've probably had 50 Macs. |
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And basically I've had a Mac |
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...have had almost every Mac |
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So that's how I was introduced |
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I had to go and get it from you |
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...because you had spent too much |
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It was the hardest thing I ever did. |
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I had to go and retrieve the computer |
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Yeah, it was pretty hard, man. |
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Okay, all right, all right. |
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All right, so we're gonna move on now. |
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Apple was founded twice. |
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And each time |
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Two of them were Woz and Jobs... |
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...but the third one, in both cases, |
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In the first case, |
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...who was just sort of a smart, |
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He, being artistically inclined, |
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...that the Apple Computer Company, |
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The logo essentially was my own idea. |
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They had hit upon the idea of using |
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Once they had done that, |
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...and you have an apple and you... |
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The classic story |
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And so it was that I sat down... |
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...and thoroughly enjoyed myself... |
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...with India ink and pen |
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...and went ahead and created this |
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...in a detailed, wind-blown ribbon... |
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...that had |
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And around the border I had put in |
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"Mind forever voyaging through |
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Which, of course, |
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And that last line seemed to fit perfectly |
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...of this wonderful new product... |
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...that was going to make the foundation |
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Apple was founded again, though, |
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...and third founder was Mike Markkula. |
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He's a little more well-known |
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When Apple came out, they were |
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The Apple I could have a keyboard |
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...and a computer monitor attached to it |
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You could actually have |
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It was groundbreaking technology. |
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Wozniak had designed this |
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...but he wanted to give it away. |
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So Jobs was the one who figured out |
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What Woz said recently... |
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...I think he said, "I don't want credit for |
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...I just want credit |
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Rumor has it that Jobs |
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I've heard numerous stories |
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...or there was issues with it. |
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They were encouraging |
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so they were giving discounts on |
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Sometimes they would do |
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They wanted them off the market. |
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Then they were getting |
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But there was supposedly |
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Now, not all of those were sold. |
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...who knows how many, |
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Value? |
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I've heard as high as 50,000 for one, |
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but a perfectly running one in a case |
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If it's got the cassette and |
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I started doing my research |
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Pretty much realized |
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And I had gone to |
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I talked to some people |
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...about making a replica of one, and |
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It was a lot of research. |
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I've still, to this day, never seen |
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A lot of it, electronically, |
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Some of it, visually, |
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...asking people, so I had to interview... |
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...owners or previous owners |
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"Hey, what does the cursor look like? |
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It's authentic and it's true to its |
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It will completely operate |
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There wasrt really a lot of |
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Most of the stuff was converted from... |
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...programs that were given out in |
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...or written initially for another computer, |
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There was no such thing |
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Most Apple I's that you see in a wooden |
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One of the most common things l... |
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"Why didn't you |
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I didn't want people selling these |
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For one, it's Woz's work, and I don't |
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It's respect for the people |
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I don't want this project |
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I had tried getting ahold of somebody |
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"This is what's going on. Can I get |
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I didn't hear anything back... |
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...so I tried to get ahold of Woz |
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...and next thing you know, |
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"Go ahead and use the source code. |
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Apple probably wouldn't let you, but |
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...that it was mine long before |
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He had given out the source code, |
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...at the Homebrew Computer Clubs |
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So it was pretty much his source code |
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I guess, yeah, they're kind of an |
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You know, Steve Wozniak |
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He's kind of a blue-collar hacker, |
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Jobs was the salesman, the slick, |
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You gotta remember, the Apple II |
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...who didn't have any success |
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And Woz is like a hero, |
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I mean, every geek and nerd |
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He is, you know, a living legend, |
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Not only for his genius, but just |
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...you know, |
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The idea that he's not motivated |
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You know. He wants to build |
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And he did. |
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This was more... The Apple II was more |
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It was outrageous, |
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And so as I worked |
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"Who would design |
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And it's just the greatest thing |
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It was very much like... |
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...reading a great novel |
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...or hearing a great piece of music. |
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It captivated me. |
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It captivated me. |
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One of the biggest success stories |
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Team Number 1 |
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...of the Team Electronics chain. |
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...of all the Team Electronics stores, |
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...mostly in the upper Midwest, |
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They've changed their name |
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...with the demise of Team Electronics. |
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But to my knowledge, |
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...the longest continuously running |
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- There's more back there. Yeah. |
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I don't think we ever wanna fly this. |
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- Not flight-won'thy? |
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- It is, but it's just too valuable, you know. |
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We got an Apple III back there |
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But most... This is mostly the fun stuff. |
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- Oh, yeah. |
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Back in 1977, I convinced my boss... |
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...for the Team Electronics chain, which |
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- Convinced him to let me go to the |
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Out there, I discovered |
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I'd gone to look |
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I was already aware of the Altair. |
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Discovered a little company |
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...who had a pretty good-sized booth |
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Struck up a conversation |
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...who told me they really |
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It would probably be later that year, |
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The gentleman seemed |
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...and once he found out |
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...for a chain of electronics stores, |
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...and it turned out the person |
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Mike proceeded to talk to us about |
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...we put together agreements |
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...he grabbed one of the first machines |
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...put it in a bag, jumped on an airplane |
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This was that machine. |
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And you'll notice that the bag |
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I don't know if that was a mistake on the |
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...or more likely, that it was produced |
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...taking the bite out of the apple... |
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...would make it more registerable, |
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And this is the original brochure... |
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...that came with the Apple II, |
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It's very simple, |
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And if you'll notice |
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...there is a photo |
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That is one of three photos |
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I was given one for Christmas |
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...l'm told that their banker |
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...and that there was |
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And to my knowledge... |
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...there are probably only one or two |
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You'll notice many of the things here |
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One was that they came |
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For a long time, we sold |
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...to sell with the machine because |
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Remember, the computer |
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In fact, I happen to have |
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And a computer system |
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...which was what |
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...was $1698. |
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Now, you can have |
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...16K was $540. |
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So to outfit a machine completely |
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These are the pieces of software |
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There was a checkbook, |
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There was the Breakout game, |
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...a Star Trek game |
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And that was what you could get with it |
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That was every piece of software |
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And then this is the real deal. |
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This is the real deal. |
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It was actually used, but here's the key. |
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There's the serial number. |
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And as you can see, |
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Fifth machine |
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...assuming they put stickers |
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This machine was in regular use |
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Well, it was in regular use past |
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...so probably up until 1984 or '80... |
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- This machine was in regular use. |
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That's what you came |
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So basically you had this |
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Yes, we... |
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I guess I have to say |
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We were the first dealer/distributor |
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I wrote Apple's first distributor |
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I mean, inspired by |
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...went through |
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...and what would be done |
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And Apple had their lawyers |
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And we were the first-ever Apple dealer. |
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The Macintosh began with Jef. |
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Jef was a music professor |
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Jef was hired at Apple |
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Jef is a great writer. Was always... |
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Just had a great sense of humor, |
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...had a great rebel attitude. |
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In... I believe February '79 |
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...of the Mac project, where he |
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To talk about his ideas about a low-cost, |
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And so he started writing |
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...later became called, I guess, |
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And then around the fall of '79, he... |
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Mike Markkula was impressed enough |
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...that he gave him some budget |
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Jef needed hardware for a prototype. |
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Jef had sort of the basic idea |
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He had the notion |
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...which was, of course, |
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But anyway, he needed to find |
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...and Bill Atkinson ran into Burrell, |
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Bill had seen glimmers |
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He introduced him to Jef as: |
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"Here's the guy who could design |
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Jef said, at the first... |
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Jef was very proud of himself. |
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But he quickly... |
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To Jef's credit, he quickly saw |
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The project really took on reality... |
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...when Burrell did his first design |
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...at the very, very end of the decade. |
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I think that's a notable point about |
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It was really born with the 1980s... |
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...because it was designed |
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But meanwhile, once he got that going... |
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...Steve Jobs got wind of it, |
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...boy, here's this board that is |
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...that's twice as fast. That's amazing. |
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The most common inspiration, clearly, |
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Steve Jobs was even |
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...telling us we were reincarnating |
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I realized, as we were trying |
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...that, boy, the Mac was so heavily |
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...we needed someone who was |
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I had basically asked Susan |
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...to a few of the |
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That was kind of the first connection. |
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And she met some of the team |
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...and so I proposed that she work on it. |
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But the Mac prototypes |
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So I first started her off |
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Went and just bought |
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...and told her to make drawings |
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And she did some fantastic work, |
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...that I think I still have somewhere. |
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And so I showed them to people |
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"Boy, yeah, she's good." |
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Jef made one other key hire, |
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...who became the Macintosh's |
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She has a great story about being |
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...while Jef was at his piano keyboard. |
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And when he liked something she said, |
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If he didn't like it so much, |
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And those original Mac team members, |
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...my extended family. |
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Apple, consciously or not... |
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...positioned itself |
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...which represented the establishment, |
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In 1977, Apple, |
| 00:22:04 |
...invents the Apple II, the first |
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IBM dismisses the personal computer |
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...and unimportant to their business. |
| 00:22:18 |
And this was at a time... |
| 00:22:24 |
- People were suspicious of the |
| 00:22:27 |
And the PC, the personal computer, |
| 00:22:32 |
And at the time, |
| 00:22:37 |
The idea that technology, especially |
| 00:22:41 |
...would enable people to throw off |
| 00:22:45 |
...and foment a technological revolution. |
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IBM enters |
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...in November '81 with the IBM PC. |
| 00:22:56 |
It is now 1984. |
| 00:23:01 |
It appears IBM wants it all. |
| 00:23:05 |
Will Big Blue dominate |
| 00:23:10 |
The entire Information Age? |
| 00:23:14 |
Was George Orwell right about 1984? |
| 00:24:13 |
He made a lot of money out of Apple... |
| 00:24:15 |
...but he dropped out of Silicon Valley |
| 00:24:18 |
He volunteered in, you know, |
| 00:24:21 |
...to teach kids engineering |
| 00:24:26 |
When Apple lost Steve, |
| 00:24:30 |
They became a shadow |
| 00:24:36 |
You know, the first half of the '90s, |
| 00:24:40 |
They didn't know exactly |
| 00:24:45 |
Didn't know if they were supposed |
| 00:24:48 |
...or if they should be making the Newton |
| 00:24:53 |
Well, I think the main thing that |
| 00:24:56 |
...all the press was bad about Apple. |
| 00:24:59 |
...Macintosh's market share |
| 00:25:01 |
There's no software, |
| 00:25:03 |
Everything was coming unglued. |
| 00:25:06 |
My first job at Apple |
| 00:25:09 |
So my duties were to find developers |
| 00:25:14 |
...and convince them to write |
| 00:25:19 |
...as well as hardware manufacturers, |
| 00:25:22 |
So it was basically |
| 00:25:25 |
...to the third-party-developer |
| 00:25:28 |
Well, the first time I was there, we were |
| 00:25:32 |
We're bringing out Macintosh |
| 00:25:34 |
...no one's ever seen it, |
| 00:25:37 |
The second time, obviously, |
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Perhaps the world had been changed |
| 00:25:45 |
So the second time |
| 00:25:49 |
...sort of digging yourself out of a hole. |
| 00:25:54 |
The first time was just... |
| 00:25:57 |
It was like being paid |
| 00:26:01 |
Second time was more like, |
| 00:26:06 |
Although I wasrt in Vietnam, |
| 00:26:09 |
...but, you know, it was a war. |
| 00:26:12 |
The second tour of duty came |
| 00:26:17 |
So every 10 years ago, |
| 00:26:20 |
And I went back at the height, or depth... |
| 00:26:23 |
...of these problems. |
| 00:26:28 |
Basically to ensure |
| 00:26:33 |
...remained vibrant and alive |
| 00:26:37 |
And so because I couldn't really |
| 00:26:41 |
...I started an e-mail list server... |
| 00:26:45 |
...which had at its peak |
| 00:26:48 |
And it was only good news. |
| 00:26:52 |
So one could make the case |
| 00:26:54 |
...before anybody else |
| 00:26:57 |
I just didn't know it. |
| 00:27:01 |
Forty-four thousand for, you know... |
| 00:27:05 |
...but it was very big back then. |
| 00:27:10 |
And it became a source of information... |
| 00:27:13 |
...so that software developers would |
| 00:27:16 |
...and all that, then we'd push it |
| 00:27:18 |
And the community would then |
| 00:27:22 |
A Guy Kawasaki law |
| 00:27:27 |
So when you have great sales, |
| 00:27:31 |
Everybody's a visionary. You know, |
| 00:27:35 |
When sales sucks, everything sucks. |
| 00:27:38 |
So sales were sucking. |
| 00:27:40 |
So Apple was divided into factions. |
| 00:27:43 |
There was the Jean-Louis Gassee |
| 00:27:49 |
Campbell believed in marketing, Gassée |
| 00:27:53 |
And that kind of tore the company apart. |
| 00:27:56 |
And the reason why I survived all this... |
| 00:27:58 |
...is because I never |
| 00:28:03 |
Now, you could make the case... |
| 00:28:05 |
...that that means |
| 00:28:07 |
...but I just... |
| 00:28:11 |
And so I got along with Sculley |
| 00:28:16 |
I got along with Amelio. |
| 00:28:19 |
One of the reasons is because |
| 00:28:25 |
All right? So Sculley wanted to be Steve. |
| 00:28:31 |
Bill Campbell wanted to be... |
| 00:28:34 |
But, you know, that's one of the things |
| 00:28:38 |
...is everybody wants to be |
| 00:28:41 |
And if you're the venture capitalist, |
| 00:28:45 |
Me, I just wanna be |
| 00:28:47 |
So everybody wants to be |
| 00:28:50 |
And at the time, |
| 00:29:44 |
When I got started was 1979... |
| 00:29:47 |
...when I took spare parts |
| 00:29:52 |
I tried to figure out how I could attach |
| 00:29:57 |
...which led to why I needed to |
| 00:30:00 |
...which led to quitting college... |
| 00:30:04 |
...which then led to getting a job... |
| 00:30:07 |
...and then over the years, |
| 00:30:14 |
I was sort of informally |
| 00:30:17 |
...a formal member of the OS team... |
| 00:30:20 |
...although I didn't really |
| 00:30:23 |
We were always kind of a renegade |
| 00:30:28 |
But the work was the Sound Manager, |
| 00:30:31 |
...that ended up |
| 00:30:34 |
...and imported it from all this |
| 00:30:36 |
...and rewrote it in C, and made it |
| 00:30:40 |
And then right about the same time |
| 00:30:43 |
...I started working |
| 00:30:47 |
...over in the forbidden zone of what |
| 00:30:51 |
They were hiding out |
| 00:30:54 |
And the original idea was, |
| 00:30:57 |
They're not just bigger floppies. |
| 00:31:01 |
I know. Let's make movies. |
| 00:31:04 |
And so that's where the postage-stamp |
| 00:31:06 |
...was you couldn't put one on a floppy, |
| 00:31:11 |
So, you know, |
| 00:31:13 |
So that was the basic idea |
| 00:31:15 |
And then that invented |
| 00:31:18 |
...of how do you compress audio, |
| 00:31:21 |
...how do you stream it, how do you |
| 00:31:24 |
...how do you do all these things |
| 00:31:27 |
And then QuickTime turned into |
| 00:31:30 |
...based upon that basic idea. |
| 00:31:32 |
The people on the outside think that, |
| 00:31:36 |
...it's like this wonderful world of |
| 00:31:39 |
...and all of us are just all these |
| 00:31:42 |
And it's not. |
| 00:31:44 |
You really don't wanna know |
| 00:31:47 |
A lot of it is just bad arguments |
| 00:31:50 |
...and working around the rules |
| 00:31:55 |
...and apologizing for it later, |
| 00:31:59 |
I mean, that's how things got done. |
| 00:32:00 |
It's definitely, like, don't pay attention |
| 00:32:04 |
There's a lot of that stuff. |
| 00:32:05 |
And you really don't wanna know |
| 00:32:08 |
To me, it's embarrassing, like... |
| 00:32:10 |
...there's always big flaws |
| 00:32:13 |
There was a computer that we shipped |
| 00:32:19 |
...was right next to the hard drive. |
| 00:32:24 |
Now, when you played a sound... |
| 00:32:27 |
...it caused |
| 00:32:33 |
...to misalign. |
| 00:32:35 |
So in the midst of, like, |
| 00:32:39 |
...your computer would completely freeze |
| 00:32:43 |
And I'm like, "What kind of engineers |
| 00:32:46 |
...that would put a magnet |
| 00:32:49 |
Jesus Christ, it's just a... |
| 00:32:53 |
Then they wanted me... |
| 00:32:56 |
They wanted me to change the decibels |
| 00:33:00 |
...so that it wouldn't interfere |
| 00:33:02 |
You're kidding me. |
| 00:33:03 |
That's classic. See, you know, |
| 00:33:07 |
They have |
| 00:33:09 |
...that allows them |
| 00:33:12 |
...so that they could concentrate |
| 00:33:15 |
But it's a disease. |
| 00:33:18 |
That's why I had to quit. I mean, |
| 00:33:21 |
I don't wanna write code anymore. |
| 00:33:23 |
It just makes you retarded. |
| 00:33:24 |
I mean, get a girlfriend. |
| 00:33:27 |
Get a life. |
| 00:33:37 |
There were times |
| 00:33:41 |
...you know, when Microsoft |
| 00:33:43 |
Yeah, when I think about comparing |
| 00:33:46 |
...I think about the basic values |
| 00:33:49 |
...being almost diametrically opposed. |
| 00:33:51 |
They have managed |
| 00:33:54 |
...as the company that isn't Microsoft. |
| 00:33:57 |
And I think there's a lot of Mac users |
| 00:34:00 |
...for that reason, |
| 00:34:03 |
I've used Windows to the extent |
| 00:34:09 |
And I just cannot understand |
| 00:34:14 |
I've hated Windows |
| 00:34:16 |
...and I could never figure out why. |
| 00:34:19 |
And about three years ago, it finally |
| 00:34:22 |
...was because |
| 00:34:24 |
I go to do something... |
| 00:34:25 |
...it gives me a warning |
| 00:34:29 |
But, you know, Microsoft was one of |
| 00:34:35 |
I mean, they made a fortune |
| 00:34:38 |
And also for the Mac. They're one |
| 00:34:42 |
As far as the PC users... |
| 00:34:46 |
...and Mac users being compared? |
| 00:34:50 |
I really feel that there is a lot of |
| 00:34:55 |
...but that the PC users really get off |
| 00:35:00 |
It makes them feel superior... |
| 00:35:02 |
...when they sit down with somebody |
| 00:35:05 |
And, you know, |
| 00:35:08 |
...but the ones that I have talked to... |
| 00:35:11 |
...basically just love to rattle on |
| 00:35:14 |
...at a mile a minute |
| 00:35:18 |
Everything that, you know, |
| 00:35:21 |
...purchased from other companies |
| 00:35:24 |
And then, of course, you know, |
| 00:35:27 |
And then they... You know, I mean... |
| 00:35:29 |
...Bill Gates saw that the Mac |
| 00:35:34 |
And Windows, you know, 3.1 |
| 00:35:37 |
...and then Windows 95, 10 years later. |
| 00:35:40 |
The rest is history. |
| 00:35:54 |
To start us off in the right direction |
| 00:35:58 |
...who really needs little introduction. |
| 00:36:10 |
After all... After all... |
| 00:36:13 |
Steve Jobs has been around |
| 00:36:18 |
So please join with me now |
| 00:36:22 |
...Steve Jobs. |
| 00:36:30 |
Thank you. |
| 00:36:34 |
The last several weeks, we have |
| 00:36:38 |
And I'd like to announce |
| 00:36:41 |
...a very, very meaningful one. |
| 00:36:43 |
And that is one with Microsoft. |
| 00:36:47 |
One of the things that I hear |
| 00:36:50 |
...always from Windows people, |
| 00:36:52 |
...is that Microsoft saved Apple |
| 00:36:55 |
...by giving them $150 million. |
| 00:36:58 |
Well, if you look at the whole story, |
| 00:37:02 |
...where Microsoft agreed to produce |
| 00:37:06 |
Apple wasrt gonna compete |
| 00:37:08 |
At the same time, |
| 00:37:10 |
...of $150 million in Apple stock |
| 00:37:15 |
That served two purposes: |
| 00:37:16 |
One, it made it look like Microsoft |
| 00:37:22 |
...because they wouldn't have |
| 00:37:25 |
And secondly, |
| 00:37:29 |
...we're not only sure you're |
| 00:37:32 |
...we're gonna back it up |
| 00:37:36 |
We're not only a competitor |
| 00:37:38 |
...we're a partner and owning stock. |
| 00:37:41 |
What most people don't tell you... |
| 00:37:43 |
...is that they didn't need the money |
| 00:37:46 |
...this was all a marketing game. |
| 00:37:48 |
And a lot of Windows people |
| 00:37:51 |
Microsoft didn't save Apple. |
| 00:37:53 |
And if we wanna move forward... |
| 00:37:55 |
...and see Apple healthy |
| 00:37:58 |
...we have to let go of a few things here. |
| 00:38:01 |
We have to let go of this notion |
| 00:38:04 |
...Microsoft has to lose, okay? |
| 00:38:11 |
We have to embrace the notion |
| 00:38:14 |
...Apple has to do a really good job. |
| 00:39:21 |
What makes companies |
| 00:39:24 |
...and what makes companies fail |
| 00:39:27 |
It's sort of the passionate adherence |
| 00:39:33 |
People who are passionately involved |
| 00:39:37 |
...a design, a product, all right, |
| 00:39:42 |
And you don't want somebody designing |
| 00:39:47 |
Innovation is... |
| 00:39:50 |
It's really the only interesting thing. |
| 00:39:56 |
When Apple creates through engineering |
| 00:39:59 |
...that people want to buy, it does well. |
| 00:40:01 |
And when it doesn't, it doesn't. |
| 00:40:04 |
So, you know, guess what. |
| 00:40:08 |
Apple III didn't succeed. |
| 00:40:12 |
If you stand back and you look at |
| 00:40:15 |
...everything they implement |
| 00:40:19 |
It's like the difference |
| 00:40:23 |
...versus owning, you know, |
| 00:40:27 |
You know, it's sleeker style, design, |
| 00:40:31 |
...you know, versus one |
| 00:40:34 |
So Macintosh was the mega hit, |
| 00:40:39 |
...that really made CD-ROM drives |
| 00:40:43 |
Guess what. It was Apple. |
| 00:40:46 |
Guess who democratized 802.11. |
| 00:40:50 |
AirPort and Apple, right? |
| 00:40:54 |
And so how about FireWire? |
| 00:40:58 |
How about USB? |
| 00:41:00 |
Some companies can think |
| 00:41:03 |
...because you don't sort of |
| 00:41:07 |
...to the maximum before moving on. |
| 00:41:09 |
That's not the way Apple usually thinks. |
| 00:41:11 |
So after a while, it's not just the big hit, |
| 00:41:14 |
You know, you can say |
| 00:41:17 |
...were caused by little uprisings |
| 00:41:23 |
The mouse. |
| 00:41:24 |
Now, someone could say, |
| 00:41:27 |
...and all that, but, you know, PARC |
| 00:41:31 |
Apple sort of... |
| 00:41:33 |
And it basically comes from |
| 00:41:36 |
They don't really care about that. |
| 00:41:38 |
Sure, they wanna make money, |
| 00:41:42 |
It's artistic values. |
| 00:41:43 |
Apple wants to do |
| 00:41:46 |
They don't compare themselves |
| 00:41:50 |
Other people can do great things too. |
| 00:41:53 |
It's more, like, you know, |
| 00:41:57 |
No matter how well you've done it, |
| 00:42:03 |
I would like to hear |
| 00:42:09 |
His design is so inspired. |
| 00:42:10 |
It's like it's divine providence |
| 00:42:13 |
He has a team of, like, |
| 00:42:17 |
...and they keep working on a problem... |
| 00:42:19 |
...until they come up |
| 00:42:22 |
You know, like the scroll wheel |
| 00:42:26 |
If you look at what Apple does, |
| 00:42:30 |
...one thing you always have to say is: |
| 00:42:32 |
"How come nobody else |
| 00:42:35 |
There's nothing, like, mythical |
| 00:42:41 |
Anybody could have done that. |
| 00:42:42 |
You know, the colored iMacs |
| 00:42:49 |
You know |
| 00:42:51 |
...you know, |
| 00:42:53 |
...because they have |
| 00:42:56 |
...and no one is ever gonna see this. |
| 00:42:59 |
It's not something that consumers |
| 00:43:06 |
So wouldn't you think that some |
| 00:43:11 |
"Apple does well |
| 00:43:14 |
So how much could the most expensive |
| 00:43:21 |
You know, a million dollars |
| 00:43:24 |
Two million dollars a year? |
| 00:43:27 |
That's what makes these products |
| 00:43:29 |
...that level of commitment |
| 00:43:34 |
...to make it the best thing possible. |
| 00:43:36 |
I'll tell you what, I'll take it to Fry's |
| 00:43:42 |
Ugly portables, ugly towers, |
| 00:43:49 |
Why is that? |
| 00:43:50 |
I guess in a sense, |
| 00:43:53 |
...that these people |
| 00:43:55 |
They don't know what to steal. |
| 00:44:08 |
They seem to be all kinds |
| 00:44:10 |
You think that the prototypical Mac |
| 00:44:13 |
...like the graphic designer, you know, |
| 00:44:17 |
...or San Francisco, is liberal, |
| 00:44:21 |
You know, |
| 00:44:25 |
...a lot of different income brackets. |
| 00:44:28 |
A lot of people |
| 00:44:30 |
...a lot of different professions. |
| 00:44:32 |
Although Apple would like you to think |
| 00:44:36 |
...that's 20 years old that has a Mac... |
| 00:44:38 |
...the truth is |
| 00:44:41 |
...are between 55 |
| 00:44:45 |
Well, I think the Apple community |
| 00:44:49 |
It's people who love good engineering, |
| 00:44:53 |
They love being different. |
| 00:44:56 |
They love probably being the underdog. |
| 00:44:59 |
But then you ask marketers... You know, |
| 00:45:02 |
...and they're convinced |
| 00:45:05 |
And it conjures up brand associations |
| 00:45:11 |
And people are buying into the brand, |
| 00:45:14 |
...or beer or a car or a pair of sneakers. |
| 00:45:17 |
It says something about them |
| 00:45:20 |
So I think people might be |
| 00:45:23 |
...to the rebelliousness of it. |
| 00:45:26 |
I mean, you're the anti crowd anyway |
| 00:45:41 |
For a lot of people, it's a revelation when |
| 00:45:45 |
It's amazing. They never knew |
| 00:45:51 |
Yeah, actually, |
| 00:45:54 |
...which turned out to be |
| 00:45:56 |
That was when |
| 00:45:59 |
So actually, what I wanna do... |
| 00:46:02 |
Hey, Danny. |
| 00:46:04 |
People take their vacations |
| 00:46:06 |
That'll be like a weeks' vacation |
| 00:46:11 |
Probably 15th. |
| 00:46:13 |
I missed last year and Janet and I, |
| 00:46:17 |
...because we really like coming here |
| 00:46:21 |
You know, I've seen people show up |
| 00:46:26 |
These huge suitcases, |
| 00:46:30 |
Just for all the crap |
| 00:46:33 |
All that leaflets |
| 00:46:37 |
I did get my T-shirt, yeah. |
| 00:46:41 |
It's just like being on a casino floor |
| 00:46:44 |
You know, without the cigarette smoke |
| 00:46:47 |
So you're horribly sober |
| 00:46:50 |
...and screaming and shrieking. |
| 00:46:53 |
You know, I've been at Macworld... |
| 00:46:55 |
...and Jobs will whip out, you know, |
| 00:46:58 |
And my God, |
| 00:47:00 |
Even though I've already got |
| 00:47:02 |
I've gotta have that one |
| 00:47:04 |
Why? Because it's faster, |
| 00:47:07 |
...or it's got, |
| 00:47:09 |
...or something |
| 00:47:12 |
But I got to have that machine. |
| 00:47:31 |
So just before Apple |
| 00:47:35 |
...a lot of people |
| 00:47:37 |
...just for the honor |
| 00:47:39 |
There are lot of people who |
| 00:47:42 |
When they open the Apple store, |
| 00:47:45 |
...there was 3-, 400 people who camped |
| 00:47:49 |
And then by the time they opened it, |
| 00:47:51 |
I figure, 2-, 3-, 4000 people. |
| 00:47:54 |
And they were wrapped around |
| 00:47:58 |
And before Apple had Mac stores, |
| 00:48:02 |
...a lot of people would go hang out |
| 00:48:06 |
People would come in |
| 00:48:10 |
...intending just to drop it off, |
| 00:48:14 |
They start bullshiting, |
| 00:48:16 |
...they would meet |
| 00:48:19 |
They don't have anything in common... |
| 00:48:20 |
...except they're Mac users |
| 00:48:22 |
You know, to cement it for them. |
| 00:48:28 |
Yeah, this is a ma-and-pa business, |
| 00:48:31 |
And I couldn't have three stores |
| 00:48:35 |
One of my stores is managed |
| 00:48:39 |
He manages the Ventura store. |
| 00:48:42 |
My wife manages this store |
| 00:48:46 |
I have two daughters |
| 00:48:49 |
Jessica works here regularly... |
| 00:48:52 |
...Kayla comes over |
| 00:48:55 |
My little boy, he works here daily. |
| 00:49:00 |
This is definitely his operation. |
| 00:49:03 |
You know, he captures the attention |
| 00:49:10 |
At one point, |
| 00:49:13 |
- I'm not sure how it happened, but... |
| 00:49:16 |
They were just computers |
| 00:49:19 |
...you know, I am a Mac advocate. |
| 00:49:22 |
Not just trying to sell it |
| 00:49:25 |
...but because they work well. |
| 00:49:28 |
Stop it, that's not nice. |
| 00:49:31 |
So here's what's happening, |
| 00:49:35 |
- Every time you talk, you interfere with it. |
| 00:49:38 |
Sorry. |
| 00:49:40 |
- This was my first foray into retail. |
| 00:49:45 |
Successful? |
| 00:49:47 |
I'm putting everything back into it, |
| 00:49:51 |
So this started out just as an idea. |
| 00:49:53 |
I'm trying to figure out new ways |
| 00:49:55 |
First I tossed it out to the guys |
| 00:49:59 |
And I got |
| 00:50:02 |
...from people |
| 00:50:05 |
I didn't see any pictures |
| 00:50:09 |
But I looked on the web |
| 00:50:11 |
...that were wrapped |
| 00:50:14 |
It seemed like it could work. |
| 00:50:17 |
I'm trying to become a retailer |
| 00:50:20 |
The big box guys don't entertain me |
| 00:50:24 |
...but they've got mountains of product. |
| 00:50:26 |
They've got negotiating power, |
| 00:50:29 |
But hopefully we give |
| 00:50:33 |
Ninety percent of the things I do |
| 00:50:35 |
Hopefully, the 10 percent that works... |
| 00:50:38 |
It seems like it's paying for itself. |
| 00:50:42 |
I'm gonna keep on trying. |
| 00:50:45 |
People like us keep the machines |
| 00:50:48 |
I mean, I don't think |
| 00:50:51 |
But, you know, a Mac user... |
| 00:50:53 |
They'll keep |
| 00:50:55 |
...if it's lights are still running. |
| 00:50:57 |
We've all got old Macs, |
| 00:51:01 |
...in a basement, |
| 00:51:04 |
They're hard to part with. You figure |
| 00:51:07 |
...do something with them. |
| 00:51:09 |
They just sit, rotting away. |
| 00:51:13 |
But some of them are more serious |
| 00:51:17 |
Okay. |
| 00:51:19 |
Up first, this is our G3 monitor. |
| 00:51:24 |
When this came in... |
| 00:51:27 |
- It's the first time I'd ever seen it. |
| 00:51:29 |
I didn't even know that Apple made it, |
| 00:51:33 |
And it was made for the G3 tower. |
| 00:51:36 |
This is Apple's entry... |
| 00:51:38 |
It's got the Apple logo on it. |
| 00:51:43 |
You recognize, these? |
| 00:51:45 |
Black with the Bell + Howell |
| 00:51:49 |
Apple made it for Bell + Howell. |
| 00:51:52 |
And they were mainly education. |
| 00:52:00 |
I started buying a couple |
| 00:52:04 |
And then refurbishing them. |
| 00:52:07 |
Here's my II Plus that I purchased |
| 00:52:13 |
I replaced my Apple II Plus |
| 00:52:17 |
I should've thrown the II Plus away, |
| 00:52:21 |
No, this is like |
| 00:52:24 |
I ran out of space to fix my laptops, |
| 00:52:28 |
I didn't wanna see a nice room |
| 00:52:34 |
In education, this is probably one of |
| 00:52:38 |
Where it's like a magazine |
| 00:52:42 |
Almost every school had these. |
| 00:52:48 |
Here's my 20th anniversary |
| 00:52:53 |
Here's a cool machine, Mac mini. |
| 00:52:56 |
They hit a home run |
| 00:53:00 |
Here's something that's... |
| 00:53:02 |
Three-and-a-half-inch diskettes, |
| 00:53:05 |
They have the old, old, old Apple logo. |
| 00:53:09 |
Apple's had several different logos |
| 00:53:13 |
And that's one of the old ones. |
| 00:53:16 |
You may think it's an Apple lle, |
| 00:53:21 |
...you may still think it's an Apple lle, |
| 00:53:24 |
Apple llGS before the llGS cases |
| 00:53:30 |
Anything interesting over here? |
| 00:53:33 |
No. |
| 00:53:35 |
And the I bought a lle. |
| 00:53:37 |
Then I bought a lle |
| 00:53:40 |
I should've been throwing these away, |
| 00:53:43 |
...so maybe that was my training. |
| 00:53:46 |
Junk. That's a long name for junk. |
| 00:53:49 |
Back here, we made some kind |
| 00:53:55 |
Dual drives. |
| 00:53:57 |
The Apple 51/4s. The Apple 31/2s. |
| 00:54:01 |
Some Apple printers. |
| 00:54:07 |
Original boxes that are empty... |
| 00:54:11 |
...that I just ain't got the heart |
| 00:54:14 |
Just don't film my butt |
| 00:54:16 |
- Oh, I won't, I won't. |
| 00:54:20 |
Okay, we're in the bowels of the building, |
| 00:54:26 |
There was too much nice space up here |
| 00:54:29 |
So we built little shelves |
| 00:54:36 |
And it looks like critters |
| 00:54:39 |
...because some have |
| 00:54:45 |
Apple II monitors, GS monitors, |
| 00:54:51 |
They were tested |
| 00:54:54 |
Back here is a storage shed. |
| 00:54:57 |
It was meant to hold the things |
| 00:55:03 |
And luckily we built a little bit bigger |
| 00:55:09 |
Bell + Howells. |
| 00:55:12 |
These things are going on eBay... |
| 00:55:14 |
I've seen them as high as, |
| 00:55:18 |
It's not ever been a money issue, |
| 00:55:24 |
It's probably a sickness that I have. |
| 00:55:29 |
I have the 128 Mac in hiding. |
| 00:55:34 |
A lot of the SEs, SE/30s. |
| 00:55:37 |
Classics. |
| 00:55:40 |
Only a couple Color Classics. |
| 00:55:43 |
Six-thousand square feet building |
| 00:55:50 |
...less than half of what I have. |
| 00:55:54 |
There are probably |
| 00:55:56 |
...same boat as I am, |
| 00:56:03 |
So I see all these |
| 00:56:06 |
"What are...? It's not a cult. |
| 00:56:09 |
And these are all these new Windows |
| 00:56:12 |
You know, and are sort of defensive |
| 00:56:16 |
Because their other Windows |
| 00:56:20 |
There's that Macintosh cult following. |
| 00:56:23 |
You don't get a following for nothing, |
| 00:56:26 |
If it's a good product |
| 00:56:29 |
You can have lots of good products. |
| 00:56:31 |
They are lots of good products. |
| 00:56:34 |
But I'm not crazy about the skillet. |
| 00:56:36 |
Well, it's always been |
| 00:56:39 |
There's definitely a fanatical |
| 00:56:44 |
You know? |
| 00:56:49 |
I got a lawn mower too, |
| 00:56:53 |
Yeah, I mean... |
| 00:56:54 |
So I cut my grass, whatever, you know? |
| 00:56:57 |
I type a Word document. |
| 00:56:59 |
It's a screwdriver or it's a blender, |
| 00:57:03 |
You know, I'm not really in love |
| 00:57:06 |
I like a good movie |
| 00:57:09 |
I like good beverages |
| 00:57:36 |
I watch the rumor sites like a hawk. |
| 00:57:40 |
And I was a little more lucky this time |
| 00:57:44 |
...we got it and then the G4 came out |
| 00:57:48 |
Look how they're suing bloggers now, |
| 00:57:51 |
...for revealing some details |
| 00:57:56 |
Although, it's a problem that's plagued |
| 00:58:02 |
I get between 2500 |
| 00:58:07 |
And which is, you know, |
| 00:58:12 |
...goofy little jokes |
| 00:58:15 |
...I think that's pretty good. |
| 00:58:17 |
I was a pretty avid reader |
| 00:58:20 |
And, you know, usually, I mean, pretty |
| 00:58:24 |
And constantly checking on what |
| 00:58:29 |
And then it sort of hit me that... |
| 00:58:31 |
I think around the time |
| 00:58:34 |
...that there was gonna be |
| 00:58:38 |
...that these guys didn't necessarily know |
| 00:58:42 |
I think they also just got worse |
| 00:58:45 |
...because he cracked down on the leaks |
| 00:58:49 |
And so they were probably actually better |
| 00:58:52 |
...they were probably more accurate. |
| 00:58:54 |
I've actually gotten, you know... |
| 00:58:57 |
Been fortunate enough |
| 00:58:59 |
...with some of the Apple executives... |
| 00:59:01 |
...who apparently read the site |
| 00:59:05 |
...and e-mail me when they find |
| 00:59:11 |
There's one person |
| 00:59:13 |
...since he's not there anymore, |
| 00:59:16 |
...who was the chief technologist |
| 00:59:19 |
And I had written... I had written a story |
| 00:59:26 |
And just how he was |
| 00:59:31 |
...and, you know, |
| 00:59:34 |
And he wouldn't do any work, |
| 00:59:36 |
And Steve was just having a terrible time |
| 00:59:39 |
...and didn't know what to do. |
| 00:59:40 |
And so, you know, |
| 00:59:43 |
Publishing the stories at night. |
| 00:59:45 |
You know, pretty much go right to bed. |
| 00:59:47 |
And so I woke up the next morning |
| 00:59:50 |
...was this e-mail |
| 00:59:54 |
But he was a very good sport about it. |
| 00:59:59 |
And I managed to avoid any litigation. |
| 01:00:03 |
Well, I mean it really... |
| 01:00:04 |
You know, I didn't start out |
| 01:00:07 |
I just found myself |
| 01:00:09 |
...and I wanted a place to publish them. |
| 01:00:12 |
So there was no grand plan in mind. |
| 01:00:16 |
I never thought that I was gonna make |
| 01:00:19 |
And I do manage to actually make... |
| 01:00:21 |
...at least a little bit of money |
| 01:00:23 |
Keeps me off the streets. |
| 01:00:32 |
The idea of a start-up sound |
| 01:00:35 |
The Apple II once it reset, |
| 01:00:39 |
...with the square wave speaker. |
| 01:00:41 |
So we thought that was a great idea. |
| 01:00:44 |
Let's the world know it made it, |
| 01:00:49 |
The very first one we did |
| 01:00:52 |
We had a square-wave sound generator |
| 01:00:56 |
We later got rid of that. |
| 01:00:57 |
So I made a thing |
| 01:01:01 |
You know, I tweaked the delay |
| 01:01:05 |
The first original boot sound |
| 01:01:09 |
Or whatever. And it was a little comical, |
| 01:01:15 |
And so I was experimenting |
| 01:01:19 |
...but a guy named Charlie Kellner |
| 01:01:22 |
...who's also a brilliant musician... |
| 01:01:24 |
...and he had actually designed one |
| 01:01:28 |
...called the alphaSyntauri |
| 01:01:31 |
He was an accomplished musician... |
| 01:01:33 |
...and he kind of looked |
| 01:01:36 |
...messing around |
| 01:01:38 |
I guess for the time I was doing it, |
| 01:01:41 |
You know, trying this, trying that. |
| 01:01:43 |
And he said... Oh, he had an algorithm |
| 01:01:46 |
That was... |
| 01:01:49 |
It's more conceptual |
| 01:01:52 |
...which was just filling sound buffer |
| 01:01:55 |
And then just making passes through |
| 01:02:00 |
...till they got to be all the same. |
| 01:02:03 |
And that made |
| 01:02:08 |
It was in the Mac, you know, |
| 01:02:11 |
...and it lasted up until the Mac II... |
| 01:02:13 |
...where once again, they put in even |
| 01:02:18 |
...and they came up |
| 01:02:20 |
...that I wasrt involved with. |
| 01:02:23 |
Well, the start-up sound, let me think... |
| 01:02:26 |
...how horrible |
| 01:02:28 |
So a tritone is the most dissonant sound |
| 01:02:32 |
And stack four of them together. |
| 01:02:36 |
And that was the sound that you heard |
| 01:02:40 |
Which was horrible. And so... |
| 01:02:44 |
...I set out trying to change that |
| 01:02:48 |
Especially when you usually hear |
| 01:02:51 |
And so I'm like, |
| 01:02:55 |
So the sound that I wanted to do |
| 01:03:01 |
No one wanted to change it. |
| 01:03:04 |
There was this new machine... |
| 01:03:05 |
...that we were building |
| 01:03:08 |
And the Quadra |
| 01:03:12 |
And then I'm like, "Great, horrible sound |
| 01:03:16 |
And so I started working on new sounds |
| 01:03:22 |
I kind of thought of it as: |
| 01:03:24 |
"What's the palette cleanser |
| 01:03:26 |
Plus, it was this new, |
| 01:03:30 |
...and I wanted it to sound like |
| 01:03:34 |
I remember when Byte magazine |
| 01:03:36 |
The very opening paragraph |
| 01:03:39 |
"I knew it was gonna be a good |
| 01:03:42 |
So I was like, "I did it." |
| 01:03:43 |
That was the actual goal, was I wanted |
| 01:03:48 |
And then unfortunately, what happened |
| 01:03:52 |
We ended up just doing it. |
| 01:03:55 |
And after that... |
| 01:03:57 |
...everybody changed the start-up |
| 01:04:00 |
...which was |
| 01:04:03 |
You can't establish your brand... |
| 01:04:04 |
...if you keep changing your logo |
| 01:04:07 |
And so, you know, |
| 01:04:11 |
...where, you know, that should be |
| 01:04:15 |
Right about the same time |
| 01:04:20 |
The story I heard was he had said, |
| 01:04:25 |
And that was the one |
| 01:04:27 |
...and so it's still been there. |
| 01:04:29 |
It's the same one. It's the only one |
| 01:04:32 |
So, I mean, it's kind of cool to hear it |
| 01:04:35 |
I never really think about it, |
| 01:04:38 |
...and hearing me |
| 01:04:40 |
No, it was a widespread |
| 01:04:43 |
...with a high E, I think, |
| 01:04:48 |
...which, to me, just sounds more bright |
| 01:04:52 |
It's a happy chord. |
| 01:04:53 |
It's way better than a tritone. |
| 01:05:04 |
One psychologist said... |
| 01:05:05 |
...that, you know, people form |
| 01:05:09 |
It becomes like a friend, |
| 01:05:12 |
It seems a little silly... |
| 01:05:13 |
...but you kind of build up |
| 01:05:16 |
And it can either be a good relationship |
| 01:05:21 |
You can customize |
| 01:05:23 |
...but these are very easy |
| 01:05:27 |
That's different from customizing. |
| 01:05:29 |
They're the closest devices |
| 01:05:32 |
...that are really symbiotic. |
| 01:05:35 |
And I'll admit it, |
| 01:05:37 |
When they do make it |
| 01:05:41 |
...l'll do that. |
| 01:05:43 |
Yeah, I think maybe somebody |
| 01:05:48 |
Maybe it's Dr. Phil. |
| 01:05:50 |
Your computer doesn't love you. |
| 01:05:57 |
This relationship is not working. |
| 01:06:03 |
Don't be an enabler. |
| 01:06:05 |
Their soul is somehow reflected |
| 01:06:10 |
It's an object of communication, |
| 01:06:15 |
You know, the most essential things |
| 01:06:19 |
...the things that express themselves, |
| 01:06:23 |
And so they invest, you know, |
| 01:06:26 |
...that it's a cybernetic relationship. |
| 01:06:54 |
When Steve came back... |
| 01:06:55 |
...he was like, "Hey, you know, |
| 01:06:59 |
I mean, he saw it. |
| 01:07:01 |
But to me it was, like, five years late, |
| 01:07:06 |
I think Apple |
| 01:07:09 |
...if it had been five years earlier. |
| 01:07:11 |
A phone? Finally? Whatever. |
| 01:07:14 |
A couple of years ago when they... |
| 01:07:16 |
Apple said it was gonna come through |
| 01:07:20 |
...there was a lot of speculation |
| 01:07:22 |
People figured it was a music player, |
| 01:07:26 |
And people were saying on the forums |
| 01:07:30 |
It didn't matter. They were gonna get it |
| 01:07:34 |
The iPod people |
| 01:07:37 |
...mainly because they love music. |
| 01:07:39 |
And that's... And as do |
| 01:07:43 |
You know, people complain about it, |
| 01:07:46 |
The fact that they were able |
| 01:07:50 |
You know, one of the reasons |
| 01:07:54 |
It's only really clear |
| 01:07:57 |
They're a pain in the ass to use. |
| 01:08:01 |
There are more iPods in my house |
| 01:08:05 |
By probably 2-to-1. |
| 01:08:07 |
But I never use an iPod. |
| 01:08:10 |
I have... |
| 01:08:12 |
...five. |
| 01:08:14 |
I think I have five or we have five. |
| 01:08:18 |
You know, that's like this whole |
| 01:08:23 |
I thought we used to complain |
| 01:08:26 |
I mean, that was the complaint we had |
| 01:08:30 |
I got this iPod. What am l...? |
| 01:08:33 |
A movie on an iPod. |
| 01:08:35 |
Like, you think, "How long |
| 01:08:38 |
...before my arm gets tired?" |
| 01:08:40 |
I mean, I can't even get through |
| 01:08:43 |
Progress. |
| 01:08:50 |
A big part of Apple's marketing budget... |
| 01:08:53 |
...was, like, sticking the machines |
| 01:08:56 |
You know, so it culminated with... |
| 01:08:59 |
What was it called? Independence Day. |
| 01:09:01 |
When the PowerBook |
| 01:09:06 |
...and blows up the alien ship. |
| 01:09:09 |
They paid, you know, tens of millions |
| 01:09:13 |
This is when product placement... |
| 01:09:15 |
...was starting to become big business |
| 01:09:17 |
But since then, you know, |
| 01:09:21 |
I mean, they are all over TV. |
| 01:09:23 |
You know, |
| 01:09:25 |
...part of it is because Macs |
| 01:09:29 |
Obviously, they're used for video editing. |
| 01:09:32 |
I've edited somewhere |
| 01:09:37 |
Television, theatrical movies. |
| 01:09:40 |
No documentaries. |
| 01:09:42 |
Richard Halsey |
| 01:09:44 |
We'll, I'll start with my calling card: |
| 01:09:48 |
... Beaches, American Gigolo, |
| 01:09:55 |
... The Net, Payday, |
| 01:10:01 |
I was a very successful film editor. |
| 01:10:04 |
Editing mechanically |
| 01:10:07 |
...KEMs, Steenbecks, |
| 01:10:12 |
Everything you can imagine. |
| 01:10:14 |
Every piece of mechanical equipment |
| 01:10:17 |
Well, I wanted to move forward |
| 01:10:21 |
...but believe it or not, |
| 01:10:25 |
They still thought it was cheaper |
| 01:10:30 |
I had experimented around |
| 01:10:32 |
...the Laserdisc system. |
| 01:10:36 |
The Montage, that was ridiculous. |
| 01:10:38 |
And the Lightworks, |
| 01:10:43 |
And basically, it wasrt till 1995 |
| 01:10:48 |
And mostly at that point, |
| 01:10:53 |
I went and I had to do a picture, |
| 01:10:56 |
...a Sandra Bullock picture |
| 01:10:58 |
Had a very short |
| 01:11:01 |
I had no experience, |
| 01:11:04 |
Within three hours, |
| 01:11:10 |
So it was a good system. |
| 01:11:13 |
I continued editing on that system |
| 01:11:20 |
And then I jumped into Final Cut. |
| 01:11:24 |
And I've been editing in Final Cut, |
| 01:11:30 |
I mean, it's an amazing system. |
| 01:11:34 |
Take a simple film |
| 01:11:39 |
We were editing mechanically. |
| 01:11:40 |
I was editing with my wife. |
| 01:11:42 |
Well, we went to location |
| 01:11:47 |
I was editing, she was editing. |
| 01:11:49 |
And then we had |
| 01:11:52 |
They were our assistants. |
| 01:11:53 |
So there was four of us |
| 01:11:58 |
And we had four editing machines, and |
| 01:12:02 |
We were able to get a Christmas release |
| 01:12:06 |
With this system, I'm pretty much |
| 01:12:11 |
I can do the job... |
| 01:12:13 |
...of six or seven editors |
| 01:12:18 |
Well, you can see. |
| 01:12:22 |
Instead of editing in 1200 square feet, |
| 01:12:38 |
Apple is Steve Jobs, for sure. |
| 01:12:40 |
I mean, he is the one |
| 01:12:43 |
He founded it, but I mean, |
| 01:12:46 |
He has his personality |
| 01:12:48 |
I used to say about Steve... |
| 01:12:50 |
...that he was the best person possible |
| 01:12:55 |
...because he's a man of extremes. |
| 01:13:00 |
He's incredibly sharp. |
| 01:13:02 |
He's, more than anything else, |
| 01:13:05 |
He's got the quickest mind |
| 01:13:09 |
Yeah, I mean, I idolize Steve Jobs. |
| 01:13:13 |
He's my favorite celebrity, |
| 01:13:17 |
...what would come out of his mouth |
| 01:13:20 |
I cannot explain |
| 01:13:23 |
...because he has a different |
| 01:13:25 |
So mere mortals |
| 01:13:28 |
That's why |
| 01:13:30 |
...and his quirks and all of that, they get |
| 01:13:34 |
It would be like telling a fish how |
| 01:13:40 |
It cannot be. The fish is stuck |
| 01:13:44 |
It's a different operating system. |
| 01:13:48 |
I think Apple is his place in the world. |
| 01:13:50 |
This is where it all began. |
| 01:13:53 |
And obviously, it's... |
| 01:13:57 |
It's a company that... |
| 01:14:00 |
...seems like it needs somebody who's |
| 01:14:07 |
They've tried a number of ordinary CEOs |
| 01:14:12 |
Because if you look at the time era |
| 01:14:17 |
...Apple fell into a category |
| 01:14:21 |
...were just becoming |
| 01:14:23 |
And there was nothing special |
| 01:14:26 |
But of course Steve Jobs |
| 01:14:29 |
...in case you can't tell. |
| 01:14:31 |
I don't think you could change the DNA |
| 01:14:36 |
So Apple's DNA |
| 01:14:39 |
...it's an engineering company. |
| 01:14:42 |
They can say |
| 01:14:44 |
But a marketing-driven company |
| 01:14:46 |
...that theoretically listens |
| 01:14:49 |
...and delivers |
| 01:14:52 |
You could say many things about Apple, |
| 01:14:56 |
They don't listen to anybody. |
| 01:14:59 |
Apple's idea of market research is, |
| 01:15:02 |
...Steve's right hemisphere |
| 01:15:05 |
That's the focus group. |
| 01:15:06 |
Immediately when Jobs came back, |
| 01:15:10 |
He set the personality, he set |
| 01:15:13 |
"Here. We're gonna break boundaries, |
| 01:15:17 |
...the next edge." |
| 01:15:18 |
You could make the case |
| 01:15:22 |
...and Newton wasrt his, |
| 01:15:27 |
So the only time it flubbed |
| 01:15:30 |
...was when Steve wasrt behind it. |
| 01:15:32 |
I don't see Apple being able to continue |
| 01:15:39 |
I mean, I don't expect it to suddenly, |
| 01:15:43 |
...but it's not gonna be what it is now. |
| 01:15:47 |
No, the problem is going to be |
| 01:15:51 |
If you bring in some dickhead |
| 01:15:54 |
...and he, too, is a visionary... |
| 01:15:56 |
...and, he, too understands |
| 01:16:01 |
So this dickhead is gonna say: |
| 01:16:03 |
"All right, so this is what I've decreed |
| 01:16:06 |
And I'm the new Steve Jobs." |
| 01:16:12 |
The company will implode. |
| 01:16:14 |
That depends on whether or not |
| 01:16:20 |
...in focusing on product and having |
| 01:16:26 |
...and it's relationship |
| 01:16:30 |
If they get somebody like that in there |
| 01:16:34 |
...as an ever-growing, ever-expanding, |
| 01:16:41 |
Well, that's interesting. |
| 01:16:43 |
You know, that's an interesting thought. |
| 01:16:46 |
Whether it just... |
| 01:16:52 |
Well, the story, |
| 01:16:55 |
...but when you went into the HP lobby, |
| 01:17:01 |
And when Carly came in, |
| 01:17:09 |
You know what I'm coming to, right? |
| 01:17:11 |
I mean, |
| 01:17:14 |
...it's game over, baby. |
| 01:17:16 |
We'll all be listening to Zunes |
| 01:17:20 |
If they get a bottom-line man in there, |
| 01:17:24 |
...but it will never have the aura |
| 01:17:29 |
You can trace the greatness |
| 01:17:33 |
...back to the greatness of Steve. |
| 01:17:35 |
Some of the flaws of Apple as well. |
| 01:17:38 |
I can't build a case that it's going |
| 01:17:43 |
It may not be that |
| 01:17:48 |
...because there can be no other |
| 01:17:57 |
The Macintosh spirit was not something |
| 01:18:01 |
...although we sort of contributed to it. |
| 01:18:06 |
...because it's really the spirit |
| 01:18:08 |
And so much of the spirit |
| 01:18:11 |
...is the spirit of Steve Wozniak's |
| 01:18:17 |
You know, |
| 01:18:20 |
And that has not changed. |
| 01:18:23 |
I don't think it could change |
| 01:18:26 |
In a broader sense, |
| 01:18:29 |
...was the spirit |
| 01:18:32 |
And really what that is, |
| 01:18:35 |
...is the celebration |
| 01:18:40 |
The key thing... |
| 01:18:42 |
...even pre-Apple II, but even |
| 01:18:46 |
Yet they were incredibly exciting... |
| 01:18:49 |
...because you knew they were the seed |
| 01:18:52 |
And if you look at Steve and Woz, |
| 01:18:57 |
...which was to change the world. |
| 01:19:00 |
Apple II changed the world. |
| 01:19:03 |
Macintosh changed the world. |
| 01:19:06 |
IPod changed the world... |
| 01:19:07 |
...and maybe this phone |
| 01:19:10 |
So, you know, that's five things. |
| 01:19:13 |
We filled the machine with our love |
| 01:19:18 |
And it radiates out |
| 01:19:21 |
...and it affects the user. |
| 01:19:33 |
A lot of people were shown |
| 01:19:36 |
Apple's very, very prominent |
| 01:19:39 |
...and therefore people that have |
| 01:19:43 |
...into college |
| 01:19:45 |
The ones that see it as |
| 01:19:49 |
Well, we're like all other user groups. |
| 01:19:53 |
...stuff was really expensive, |
| 01:19:56 |
And quite frankly... |
| 01:19:57 |
...almost every user group in the world |
| 01:20:01 |
...and became legitimate. |
| 01:20:04 |
The commercial is great. |
| 01:20:09 |
I then edited Pirates of Silicon Valley |
| 01:20:14 |
...and the movie started off |
| 01:20:22 |
Well? |
| 01:20:23 |
- Oh, my... |
| 01:20:25 |
Now, I don't have... Oh, shit. |
| 01:20:30 |
Another thing Burrell and I |
| 01:20:32 |
...in the earlier days of the project |
| 01:20:36 |
...is before we were |
| 01:20:39 |
...we would go across the street |
| 01:20:43 |
For one thing I'm living proof... |
| 01:20:45 |
...if you do one thing right in your career, |
| 01:20:52 |
A long time. |
| 01:20:53 |
Do you think Steve Jobs is gonna |
| 01:21:00 |
Sit down and talk to you? No. |
| 01:21:04 |
Oh, I didn't wanna tell you this... |
| 01:21:06 |
...but Steve was in here |
| 01:21:08 |
...and spent part of a day, |
| 01:21:11 |
But I'll make a prediction, |
| 01:21:14 |
...you will not talk to Steve Jobs |
| 01:21:17 |
No, that's good. |
| 01:21:20 |
Probably, probably would say no. |
| 01:21:24 |
That depends on the mood he's in |
| 01:21:28 |
If you hit him on a good day, |
| 01:21:31 |
Come down, we'll go to dinner." |
| 01:21:33 |
I mean, half the time he's not willing |
| 01:21:37 |
You know what I mean? He... |
| 01:21:38 |
I think he bolted out of one of those |
| 01:21:42 |
You get him on a bad day, it's, |
| 01:21:46 |
Presuming you don't go skidding |
| 01:21:50 |
The only way you could hook him |
| 01:21:55 |
I called him up and asked him |
| 01:22:01 |
- You're fibbing, of course. |
| 01:22:03 |
Okay. That was good. |
| 01:22:04 |
Okay. That was good. |
| 01:22:06 |
Had enough? |
| 01:22:08 |
Steve will not talk |
| 01:22:14 |
It might be better |
| 01:22:16 |
- It might be better... |
| 01:22:19 |
- If you had a, like a cloaked figure |
| 01:22:23 |
You know what I mean? |
| 01:22:27 |
You know? |
| 01:22:30 |
I shouldn't tell you this, |
| 01:22:34 |
- You could go stake out the house. |
| 01:22:38 |
- Yeah, he probably would. |
