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00:09Steve Jobs was a genius of the modern age.
00:13He gave us tools to change our lives and the way we communicate.
00:17Here comes a device that comes with no manual and everybody knows how to use it.
00:23Amazing.
00:24They weren't just hits in the sense that they sold well, but they actually changed the whole nature of technology and caused everyone else to follow them.
00:33This intimate portrait is a revealing insight into Steve Jobs' life.
00:38Andy Warhol gets down on his hands and knees. Steve showing him how to use the mouse.
00:44His career.
00:45He shook up a whole industry.
00:48His character.
00:49Steve loved those creative ideas.
00:51His faults.
00:52Steve ultimately betrayed everyone.
00:54His artistry.
00:56Just the smooth lines of it.
00:58And his achievements.
01:00He's going to inspire a whole new generation.
01:02By the people who knew him best.
01:05I'd give a lot to have Steve's taste.
01:08If he needed you, he was your best friend and he would seduce you.
01:11When I was having a hard time, I would be on the phone, would drive up from Silicon Valley, take me out to dinner and hang out, take walks with me.
01:18He turned on me.
01:20Total street bully.
01:22In my face.
01:23And I went crazy.
01:25I'd never been there.
01:26I don't ever want to be there again.
01:27How much fun we had.
01:30How much fun we had in those days doing things together.
01:34You know?
01:35But you lose it.
01:36You can't ever go back.
01:38And just have those conversations that make us both smile.
01:42Through their eyes, we reveal what made him the man who always gave us.
01:48Now there's one more thing.
01:49Stephen Paul Jobs died on October 5th, 2011 at the age of 56.
02:07A life cut short in its creative prime by cancer.
02:16His death was not a surprise.
02:18The news was spread and the tributes were created on the new iDevices that his visionary genius had made.
02:37His is a success story that could only have happened in the USA.
02:43I don't mean to say that there aren't geniuses and world-changing people everywhere.
02:49There are.
02:49But I think in Jobs' case, in a particular path of his career, this could only have happened in America.
02:56Steve Jobs' world-class salesmanship found a global audience in his famous Apple product presentations.
03:03He always had one more thing to announce.
03:06Everyone thinks, wow, that's so much.
03:08Wow, we've got one more thing.
03:09And then you put your biggest thing at the end because it will tip it.
03:13It's good showmanship, really.
03:16But, tragically, that one more thing has now become one last thing.
03:24The news that Steve Jobs had finally logged out made headlines everywhere.
03:31This man really had changed the world.
03:38When you grow up, you tend to get told that the world is the way it is.
03:43And your life is just to live your life inside the world, try not to bash into the walls too much, try to have a nice family life, have fun, save a little money.
03:56In this exclusive, never-before-seen interview, Steve Jobs gave a rare glimpse of his vision of the world.
04:03That's a very limited life.
04:05Life can be much broader once you discover one simple fact.
04:10And that is, everything around you that you call life was made up by people that were no smarter than you.
04:16And you can change it.
04:18You can influence it.
04:19You can build your own things that other people can use.
04:23Once you learn that, you'll never be the same again.
04:31In the Los Altos suburb of San Francisco, California, just about everybody was an engineer or worked in electronics.
04:39A childhood spent here in the future Silicon Valley was the first key lucky break in Steve Jobs' young life.
04:51His closest childhood friend was Bill Fernandez.
04:54In about eighth grade, halfway through, this new guy came into the school, who was Steve Jobs.
05:04And we were both introverted, intellectual, kind of socially inept, and we gravitated towards each other.
05:12The two boys shared the same hobby.
05:15We started taking long walks and talking about the meaning of life and what is this all about.
05:20And after a while, we started doing, in addition to walking and talking, doing electronics projects together.
05:27Fernandez also knew another electronics geek, his neighbor's son, Steve Wozniak, universally known as Woz.
05:36So one day, Steve Jobs bicycled over to hang out with me and do electronics projects in the garage.
05:42And out in front was Wozniak washing his car.
05:45So I thought to myself, okay, this Steve is an electronic buddy, he's an electronics buddy, they'd probably like to meet each other.
05:54Fernandez had no idea at the time that the meeting between his two friends would change our world.
06:01Jobs and Woz were soon to start a business together.
06:04Its name was Apple.
06:06If Woz and Jobs had never met, there never would have been an Apple computer.
06:10There would have been computers and there would have been personal computers.
06:13But we probably wouldn't have the kind of wonderful, empowering things that people fall into if Woz and Jobs hadn't met.
06:22The neighborhood we grew up in had a lot of Lockheed engineers on it.
06:27And I would go up and down the street to the various dads on the street and get mentored in electronics.
06:33And Steve Wozniak's father was one of the people who entered me.
06:37As Jobs and I were walking over, I noticed Woz out washing his car.
06:41And I said, hey, Woz, come over and meet Steve.
06:44So Steve, meet Steve.
06:46And this is where it happened.
06:48Basically right here.
06:51Woz and Jobs became inseparable friends.
06:54But their first venture was not a computer.
06:56The pair developed an electronics kit, mimicking telephone router codes to make free calls around the world.
07:04You know when you make a long distance phone call in the background, those are the telephone computers actually signaling each other, sending information to each other to set up your call.
07:13And there used to be a way to fool the entire telephone system into thinking you were a telephone computer.
07:22You could, you know, call from a pay phone, go to White Plains, New York, take a satellite to Europe, take a cable to Turkey, come back to Los Angeles.
07:32And you go around the world three or four times and call the pay phone next door and shout in the phone and be about 30 seconds and come out the other phone.
07:38The pair moved on from phone jacking for fun to creating computers, building the prototype of the very first Apple.
07:48It's a fond memory for Steve Wozniak.
07:52He was always thinking about certain technology, the early products that got developed, the building parts, what those might lead to in our future.
08:00And he was always pushing me as an engineer.
08:02Could you possibly add this someday?
08:04Could you possibly add that someday?
08:05Yes, yes, yes, I could thinking.
08:06And, no, it's way, way off.
08:08But eventually we all did.
08:10In those early days, Woz and Jobs took their creation to the Homebrew Computer Club, an early computer users group in Silicon Valley, where it quickly attracted attention from their peers.
08:26I met both Steve, Steve Jobs and Steve Wozniak, at a meeting of the Homebrew Computer Club in Palo Alto.
08:34So our first meeting was really simple, was in the parking lot, and I helped them unload Woz's Fiat and carried in what I guess was the first Apple I to show it off to the assembled multitudes.
08:49When that same first Apple I was auctioned in 2010, it attracted even more attention.
08:56It heralds the home computing revolution.
08:59From the hippie days of 1970s California, a handful of teenage geeks emerged to change how we work, play, and communicate with each other.
09:21Founders can be divided into two camps.
09:25They're hippies and they're nerds.
09:27And Jobs was definitely the hippie, and Woz was the nerd.
09:30And the hippie has the grand vision, and the nerd is able to realize the vision.
09:34The nerd knows everything about women, but doesn't know any women, you know.
09:38Steve knew women.
09:40So, you know, there's that distinction.
09:42So they really needed each other.
09:44He knew how to beat it out of Woz, and he would do that.
09:47And his contributions at that time were saying, gosh, we could sell these things.
09:52I mean, which doesn't sound like much, but it's huge when you're dealing with a guy in Woz who never thought about selling anything.
09:59I wanted it to happen so badly.
10:01I gave this computer away.
10:02I gave away the listings, no copyright notices, no nothing.
10:06And then Steve Jobs came and saw the interest, and he said, why don't we start a company to make some money?
10:11And I said, fine.
10:12They did want to start a business.
10:14They raised money to start a business.
10:16They knew that they couldn't do it on their own.
10:19They sought out older people to help.
10:22And Steve Jobs, in particular, was quite persuasive.
10:29In Apple's earliest days, the two Steves, Jobs and Woz, took on an older and more experienced partner.
10:39Ronald Wayne now lives and works near Las Vegas.
10:43A fitting location for a man who walked away with nothing from a $37 billion no-lose bet.
10:51Wayne was invited to discuss a business proposal with Jobs and Woz.
11:03That was the first time I met Steve Wozniak.
11:05He was a fascinating guy, a fun guy to be with.
11:08Not only a fun guy to be with, but the most gracious man I've ever met in my life.
11:13As far as Wozniak was concerned, the world was a great big sandbox with a lot of toys to play with.
11:19But Ron's opinion of Steve Jobs was not so hot.
11:22I wouldn't put gracious in his description.
11:25He had the kind of manner, the kind of approach to people and environments that were business-directed.
11:35He was extremely serious.
11:39Wayne acted as referee in a minor difference of opinion between the two equal partners.
11:44Well, Steve Jobs was so impressed with my diplomacy in that particular situation that he immediately came back and said,
11:54OK, what we're going to do is form a company with Woz and Jobs getting 45% each,
12:00and I would get 10% as a tiebreaker in the event of any philosophical disputes that might occur in the future.
12:0910% of Apple today would be worth $37,631,420,312.42.
12:22But despite his share in the company, Ron was worried that working with Jobs and Woz might prove to be too stressful.
12:30At 40, I thought I was getting a little old for that.
12:34They were absolute whirlwinds.
12:36It was like having a tiger by the tail.
12:39So Ron decided to hand back his share for nothing and walk away with no regrets.
12:46A lot of people have the impression that somehow or other I got diddled out of something.
12:50Well, I did not. Nobody diddled me out of anything.
12:58Wayne may not be bitter, but he wasn't the only early Apple employee who made a life decision most of us would regret.
13:05The funny thing is that Steve Jobs hired me, and he said he had hair just down to his waist at the time,
13:14and as I recall, he only ate fruit.
13:17And he said, we don't have very much loot, so we'd like to pay you in stock.
13:24When Steve Jobs first launched Apple, the computer industry meant mainframes and mini-computers.
13:38Huge devices sat in air-conditioned rooms, and users worked on terminals.
13:43It wasn't a personal experience.
13:46The Apple II was the first computer that looked like a consumer electronic device.
13:51It was actually designed, and they thought about the user experience,
13:56and that it was intended really to be used by a single person in some interactive way that was enjoyable to the user.
14:04Steve always thought much more broadly than just technology.
14:11He was certainly a techno-visionary, but the key to his greatness is to see how broad he thought.
14:16He was obsessed with design, with elegant design,
14:20and he was obsessed with the overall experience of technology and the idea of creativity generally.
14:28So somehow he was able to bring these things together and create technology that made people's eyes light up.
14:36I wait eight hours in a line, and I'm hungry.
14:42I am everything you imagine, but I'm happy.
14:46I'm with my eyes and really, really, really happy now.
14:51Jobs drew on a diverse range of influences to feed his creativity,
14:55including a class he dropped into at college in Portland, Oregon, in the early 70s.
15:02Reed College has one of the best calligraphy courses in the U.S.
15:06His teacher had a major impact on his aesthetic and the clean lines of his products.
15:17We had many very bright students here,
15:19and we had bright thinkers and people that wanted to change things and improve the world.
15:25But Palladino witnessed firsthand the impact Jobs had on his peers.
15:30The other students brought him to me like they were bringing me someone very special.
15:36They really had a high regard for him.
15:39I guess they could see the dynamics already forming in his thinking.
15:46Jobs completed the course in 1974, but returned two years later.
15:51He was enthusing about a machine he had created in his garage and seeking advice on a font.
15:58He was interested in telling me what he was doing and how he was using what he had learned in class,
16:04but he wanted some help with Greek letters because he wanted a Greek font,
16:10and he couldn't find satisfactory models to go from.
16:14The resulting fonts appeared not just on Macs, but ultimately PCs, too,
16:32dramatically improving the user experience.
16:35But not for Robert.
16:37I never touch computers.
16:39I write everything by hand.
16:43Getting letters in the mail is getting to be very rare.
16:54Dropping out of college, Jobs went on the hippie trail,
16:58traveling to India and studying Buddhism.
17:01This also had an impact on his work at Apple.
17:04I first met Steve in 1975.
17:09He had recently returned from India.
17:12He's way ahead of his time.
17:14He wasn't the typical teenager.
17:16He asked questions that were a lot more serious than the normal 20-year-old.
17:22He was looking to understand the true nature of things,
17:25and I think he came to the Zen Center to continue his search.
17:28Steve was very much taken with Zen, Zen Buddhism.
17:35Zen represents the relationship between things, things of the world.
17:40In Zen, it's expressed in the art.
17:42You see it in flower arranging, ikebana.
17:45You see it in calligraphy.
17:46You see it in artworks.
17:47Steve was very much taken with that, especially calligraphy.
17:53He noticed the way the lines and the spaces had a relationship.
17:58I think his genius was being able to take the principles of Zen
18:03and incorporate it into the products that came out of Apple.
18:10Jobs freely acknowledged how these outside influences had affected him.
18:15He was always trying to look for external references and external influences.
18:21And he'd talk about, you know, his Mercedes was beautifully designed
18:23because those German guys were thinking beautiful thoughts, I guess.
18:26He loved aphorisms.
18:29You know, Picasso said,
18:30a good artist copy, great artist steal.
18:32And he loved to say that, you know.
18:34And he's the guy who came up with something that would be insanely great.
18:37What does that mean?
18:39Much of what Apple did was built on the efforts of others.
18:43A 1979 deal gave him access to Xerox technology.
18:48One thing blew him away.
18:50A prototype mouse.
18:52He gave his own team orders to make one.
18:55Only better.
19:01You've got to build it for less than 15 bucks.
19:04It's got to last two years.
19:05I wanted to work on the desktop, a normal Formica desktop.
19:10And I also want to be able to use it on my jeans.
19:18As I left the meeting, headed out to my car, I was thinking,
19:22does this really make sense?
19:23Is Steve crazy or is there something here?
19:26If Steve wanted something, his team just had to innovate.
19:31So for Dean, that meant a trip to the drugstore.
19:34As I entered Walgreens, I had in my mind, most importantly,
19:38was where do I find these spheres, these balls, to be a part of the mouse?
19:42And I had thought about the underarm deodorant as the right solution.
19:49And I emerged with some roll-on deodorant and a butter dish.
19:52And as you can see here, there's, of course, different size balls,
19:56depending upon how it is applied.
20:00Not only that, but then once I had had the balls, I said,
20:04what's a quick way to have a structure to put around the ball
20:06so that I can start interacting with it?
20:08And I remember going to the housewares area,
20:11and I found a butter dish, which was about this big.
20:16And that became the beginning part for the mouse, as I felt it.
20:22So I used the butter dish, the roll-on ball,
20:24and was able to create a prototype.
20:29It's hard to believe that in a design so small
20:32as something that fits in your hand,
20:34there could be much controversy around it.
20:36But it turns out there was one major controversy,
20:39which was how many buttons should there be?
20:42The original Xerox PARC had three buttons,
20:46and there was a great debate about how many buttons were right.
20:49And Steve always had the notion of simplicity.
20:54The magic of Apple products is simple.
20:58There was one button, and it's magic.
21:00From the early days, one man influenced Steve Jobs more than any other.
21:07His friend and rival, Bill Gates.
21:15Apple's history interweaves with Microsoft's.
21:19Their CEOs gave a unique interview to journalist Walter Mossberg.
21:23It was, to my knowledge, the only time they ever got on stage together
21:27to submit themselves to an extended interview with journalists.
21:32Their interview gave Walt unparalleled insights
21:35into the dynamics of their relationship.
21:38From the start, Gates was overshadowed by the more polished, confident Jobs.
21:44If you saw them together, Steve always dominated the conversation.
22:02In part, that's because I think Bill was always fascinated by Steve.
22:06You know, he would just, he was a real observer,
22:08and he would just look at this guy and say,
22:11what the heck is going on here?
22:12We've kept our marriage secret for over a decade now.
22:20He admired Steve for his ability to interface with people,
22:26connect with them, you know, affect them.
22:29They were partners, you know, for a long time.
22:32The very first Apple II computers had Microsoft software in them.
22:36But while the banter was good-natured,
22:39the rivalry between the two was deep-rooted.
22:41I personally can attest to having heard each of them say very nasty things about the other
22:48off the record in private over the years.
22:52I think the antipathy partly grew out of two things.
22:57On Jobs' side, he believed that Microsoft had stolen the basic ideas in the Mac.
23:05From the point of view of Gates, I think he found Jobs difficult to deal with.
23:09Steve is so known for his restraint.
23:13I think Gates felt that Jobs got more credit than he might have deserved as being the great technologist.
23:21Neither person is hugely likable.
23:25Certainly, Steve Jobs is an acquired taste, and so is Bill Gates, for that matter.
23:30They both have their moments.
23:32Bill Gates is a better friend than Steve Jobs, but Steve Jobs is more fun than Bill Gates.
23:40Jobs had glamour and dynamism.
23:42By the mid-1980s, he was one of the richest self-made men in America.
23:47He was just 29.
23:49People are going to bring them home over the weekend to work on something.
23:52Sunday morning, they're not going to be able to get their kids away from them,
23:55and maybe someday they'll even buy a second one to leave at home.
23:58Which made him a natural subject for Playboy.
24:01Interviewing Jobs was a unique experience for writer David Schiff.
24:09The phone rang one day, and it was not a PR person who called, but it was Jobs himself.
24:14And it really was an indication of the way that he did business, and really continued to do business.
24:20Apple was very different.
24:21The second you walked in the door, you felt like you were in a completely new environment.
24:25The conference rooms, instead of, you know, number 103C, were called Da Vinci and Michelangelo and Picasso.
24:34And indeed, it was Picasso that I was escorted to, to see Jobs for the first time.
24:40As the two got to know each other, Schiff realized he had a front row seat on what was then an unimaginable technological future.
24:49Steve started drawing on a placemat.
24:50We went back and forth, and basically by the end of that, constructed what looks exactly like an iPad.
24:57Steve said this machine, this small device, as big as a book, would allow us to keep in touch with one another.
25:05It would replace the telephone, and would replace bookstores.
25:09He saw it as a reader on this very small device, and read it with editing capacity, note-taking capacity.
25:16I mean, he really envisioned the iPad almost 30 years ago.
25:18Jobs and Schiff quickly became close friends.
25:23Through sort of the late 60s and 70s, in very similar ways, going through some of the counterculture,
25:30you know, being influenced by some of the Eastern mysticism, Buddhism, the LSD culture, Timothy Leary.
25:36Turn on.
25:38Tune in.
25:40Run.
25:41Run.
25:41He was always so excited about everything, and we went to movies together, and we went to the opera together,
25:46and he could talk about everything, and he was this incredibly giving, loyal friend.
25:51When I was having a hard time, we'd be on the phone, would drive up from, you know, Silicon Valley,
25:55take me out to dinner and hang out and take walks with me.
25:58And, you know, that's pretty rare.
26:01In 1984, they visited the home of Yoko Ono for the ninth birthday party of Sean, her son with John Lennon.
26:11Jobs took along a birthday gift that fascinated not only Sean, but the whole star-studded guest list.
26:18Steve opened it up, pulled out, you know, what was one of those first Macintoshes off the assembly line,
26:26set it up on the floor.
26:28Sean was down on the floor with him.
26:29Steve turned it on, put Mac paint in there.
26:32It took him about two seconds to show Sean how to deal with it, and Sean pretty soon was drawing pictures.
26:38Later, Steve told me it was one of the first times he'd watched a child with a Mac.
26:42Eventually, I sort of became aware that there were some people, you know, who'd come into the room,
26:48and I looked over my shoulder, and there was Andy Warhol.
26:51So there was this great moment that I'll never forget.
26:54You know, Andy Warhol gets down on his hands and knees with Sean on one side and Steve on the other side.
27:00I remember that Warhol would pick up the mouse, and, you know, instead of gliding it along the floor,
27:04you know, the tiled floor in Sean's bedroom, he would sort of pick it up and was trying to figure out how to make it work.
27:09And Steve very patiently would sort of lower his hand down and say,
27:11you know, you kind of push it along.
27:13So Andy sort of fooled around with it, and he was completely mesmerized.
27:16I mean, when he zoned in on something, the rest of the world disappeared,
27:19and that was what it was like watching Warhol in front of a Macintosh for the first time.
27:23And then, you know, he got this big smile on his face, and he looked up, he said,
27:27I drew a circle.
27:29And it was great.
27:30Life had been good for Steve Jobs.
27:33He was worth a million dollars when he was 21.
27:35He was worth $10 million when he was 22.
27:37He was worth $100 million when he was 23 years old.
27:40So he knew nothing but success.
27:42And when you're 23 years old, you're worth $100 million.
27:45You are pretty damn full of yourself.
27:47And that's what Steve became.
27:49And so he was, he had a huge ambition.
27:54But in 1985, at the age of 30, his charmed run of luck was about to come to an abrupt halt.
28:04Seeking someone to help run his rapidly expanding business, he hired in Pepsi executive John Scully.
28:12President John Scully admits Apple will be just another personal computer company
28:16unless Macintosh becomes an industry milestone in the next 100 days.
28:24There was kind of a love affair at the beginning.
28:27I mean, Steve really trusted him and really saw a kindred spirit, you know, someone who would help him build Apple.
28:33His love was Apple.
28:36He envisioned being with Apple for his life.
28:39He said, but that doesn't mean there won't be periods when I will leave and I will do other things.
28:43And I will, you know, my life will weave in and out of Apple.
28:46Once again, Jobs' foresight was spot on.
28:50Two years after Scully arrived at Apple, the love affair turned sour as company profits faltered.
28:56Steve was never fired from Apple, but he was ostracized and demoted and put in an office in an empty building.
29:07And after that, he resigned in 1985 and then immediately sold his more than six million shares.
29:15He was the largest single shareholder of Apple at the time and sold his stock at a bad price
29:20and didn't get as much money as he should have or could have, had he done it smartly, but he was angry.
29:27He felt so betrayed, so angry, so disillusioned that, you know, Scully was, in his mind,
29:35at least part of, if not the ringleader in what he viewed as a coup to remove him.
29:41And Steve was pissed off.
29:43And he really was pissed off about Scully because he brought Scully in and trusted him
29:50and then felt betrayed by him.
29:53So he sold his stock and went off, took his tens of millions of dollars,
29:58but not hundreds of millions of dollars, and started a new life.
30:03But there were still people willing to back him with hard cash.
30:07One of them was self-made Texas billionaire and former presidential candidate, Ross Perot.
30:13He saw how wounded Jobs had been by Apple.
30:17I think it was, first, a tremendous disappointment, which I can certainly understand.
30:23Secondly, he picked himself up, dusted himself off, and started all over again with very little hesitation.
30:32And I really admired that.
30:34You know, otherwise you could just sit around in a dark room and sulk about it, but that's not Steve.
30:39Steve started a company called Next to do a computer that was going to be what he thought Apple should have been
30:49to aim it at the education market because Apple had had conspicuous success in education.
30:55There were some people he could steal from Apple to market to that segment,
30:58and he thought starting small made sense.
31:00But even starting small needs big money.
31:05I invested $20 million in Next.
31:07He contacted me, asked me to be a principal investor and to serve on the board with him,
31:12and I agreed to do it just because of my support for him.
31:16And there was no question in my mind that if he wanted to do it, it would get done.
31:22He's great with attracting and motivating the best of the best people.
31:27He's great at encouraging them to be creative and come up with new ideas and not just be little robots,
31:34which many big companies just want you to be a little robot and do what you're told to do,
31:39and the last thing they want to hear from you is a creative idea.
31:43Steve loved those creative ideas, and that was a magic part of the success of Next.
31:48A new Steve Jobs was rising out of the ashes of the boardroom battle at Apple,
31:54and this time he was ruthless.
32:00He invested $5 million capital in a corporation called Pixar,
32:08and he took 70% of the company, and we took, the employees took 30%.
32:14Steve kept investing because we would run out of money,
32:18and he did not want to be embarrassed by a failure after having been booted out of Apple,
32:25so he would put more money in and take more equity away from the employees.
32:30So over the course of about four or five years, he owned it all.
32:34Alvy quickly felt he was losing control to the new master.
32:38I would look at my employees, looking at Steve, and I realized they're in love.
32:43You know, they're just looking at it, looking up at him with big doe eyes,
32:48just soaking in everything he's saying as if it's truth, and it wasn't.
32:53So you can see he was very disruptive.
32:55Our management style was to be two hours away from him,
32:58try not to have him come into the building.
33:02Standing up to jobs could be a painful experience,
33:05as Alvy found out in one memorable boardroom meeting.
33:08He turned on me, total street bully, in my face, screaming.
33:14And I went crazy.
33:15I'd never been there.
33:16I don't ever want to be there again.
33:17That's kind of why.
33:18That's the reason I got away from him.
33:20We were screaming at each other in full bull rage,
33:22with our faces about that far apart.
33:25And during that, so he was insulting my southwestern accent.
33:30It was just street bully stuff.
33:31But I still don't know what happened.
33:34Something broke.
33:36And during this face-off, literally a face-off,
33:41I marched past him and wrote on the whiteboard.
33:44Now, it was an unspoken rule, which I hate, unspoken rules,
33:49that only he could sit in front of the whiteboard,
33:51and only he could use it.
33:53Nobody had ever tested it, but at this point, I tested it.
33:58I marched past him and wrote on the whiteboard.
33:59And he said, you can't do that.
34:01And I said, what, right on the whiteboard?
34:04And he stormed out of the room.
34:05So that was the...
34:07And then I was in shock for the next week or months or so.
34:10I just didn't know what had happened, you know.
34:11Everyone in Steve Jobs' life went through three phases.
34:14They were either being seduced, ignored, or scourged.
34:19And it all depended upon whether he needed you or not.
34:22If he needed you, he was your best friend,
34:24and he would seduce you.
34:25And then you would work like a dog.
34:27And if you weren't working hard enough, he would scourge you,
34:30and ultimately, he would throw you away.
34:31On the personal level, it was not fun.
34:34It was not the way I want to be treated by another human being.
34:37Steve ultimately betrayed everyone.
34:39And some said the new Steve Jobs
34:41wasn't afraid of claiming all the credit, too.
34:44Disney took Toy Story and another one of their movies
34:48to New York for the critics to see.
34:50And the critics just, they didn't even look at the other movie.
34:53They just went nuts when they saw Toy Story.
34:55And they came back and basically told Steve
34:57that it was going to be a huge success.
34:59And that's when he, that's the point,
35:00when his ability to see something spectacular is about to happen,
35:05he just moved in and exploited that right to the hilt.
35:07And I must say, he did a great job,
35:08became a billionaire from it.
35:10Awesome!
35:10So Steve's genius is to move when he has a good idea.
35:16I don't think they are necessarily his ideas,
35:18but boy, does he know how to move and market them like crazy.
35:21He's the world's genius marketeer,
35:23including of his own self-image.
35:27But the best was yet to come for Jobs.
35:30Apple was in trouble.
35:32They wanted him back.
35:34They were begging him to come back
35:36because they knew he could fix it.
35:38and he did come back
35:40and he fixed it and the rest is history.
35:46One man who witnessed Jobs' return to Apple
35:49was friend Walt Mossberg.
35:52He came back to Apple
35:53and the company was almost dead, literally.
35:56It was like 90 days from going bankrupt.
35:59He said to the people at this very demoralized,
36:04almost out of business company,
36:06we're not looking backward.
36:07I don't really care that we once had
36:10the first successful personal computer.
36:13I really don't care that we were famous and successful.
36:18We're not anymore,
36:20and this is where we're starting from,
36:21and this is where we're moving.
36:23And so when you see the second coming of Steve Jobs in Apple,
36:26Apple went from being just a wide-open, wacky company
36:30to being a very disciplined company
36:34that understood its financials at a level
36:36that few companies do.
36:39That's because Steve thought of every dollar
36:41as being his every dollar.
36:43They have resolved these differences in a very, very...
36:46It was an investment from Bill Gates
36:48that ultimately helped to save Apple.
36:50But when Gates made a live appearance with Jobs
36:53to explain the deal,
36:54it didn't go down well with the loyal Apple audience.
37:02Bill Gates was actually on stage rescuing Apple.
37:07Rescuing Apple.
37:08He did two things.
37:09He gave them $150 million,
37:12for which he got non-voting stock
37:15that expired after a certain number of years.
37:18And he promised to keep producing Microsoft Office,
37:23the Macintosh version,
37:25for, I think, five years.
37:27And so he was on stage rescuing Apple.
37:30And yet the acolytes who were filling the room
37:34had learned to hate him.
37:38They treated him as, you know, the devil,
37:41the Antichrist, and they booed him.
37:46But Jobs, with his eye ever on the bottom line,
37:49had a different view.
37:51There were too many people at Apple
37:52and in the Apple ecosystem playing the game of,
37:55for Apple to win, Microsoft has to lose.
37:57And it was clear that you didn't have to play that game
38:00because Apple wasn't going to beat Microsoft.
38:03Apple didn't have to beat Microsoft.
38:04Apple had to remember who Apple was.
38:07It was just crazy what was happening at that time.
38:10And Apple was very weak.
38:11And so I called Bill up and we tried to patch things up.
38:15I think he learned to be a better businessman.
38:18I think he learned a little more humility.
38:21Steve really changed in a number of ways.
38:22And he changed primarily because of failure.
38:27Failure affected him.
38:28And he learned from it.
38:30Jobs created a brand new product at Apple,
38:33the iMac.
38:34I think there was a decision to look different.
38:37Remember their motto immediately after his return
38:40was think different.
38:42And, you know, he didn't say that
38:44because he didn't believe it.
38:46You know, he really did want to think different.
38:48And they would have to appear different
38:49to show that they were thinking different.
38:52The pair joked about the relationship
38:54between Mac man Jobs
38:56and PC man Bill Gates.
39:01PC guy is great.
39:03I like him.
39:04He's got a big heart.
39:08His mother loves him.
39:10His mother loves him.
39:13PC guy is what makes it all work, actually.
39:17It's worth thinking about.
39:21The truth about Bill Gates is
39:23a brilliant man
39:25who you could and I did
39:27have talked to
39:28for long periods
39:30about the future.
39:31He could think
39:32quite intelligently
39:34about the future.
39:35But the way Microsoft
39:36worked as a business
39:37was far more incremental
39:40than Apple.
39:41All the while,
39:41they were working on
39:42some big leap.
39:44And Microsoft tended
39:46to do the incremental stuff
39:48almost all the time.
39:50What Steve's done
39:50is quite phenomenal.
39:52His ability to
39:53always come around
39:55and figure out
39:56where that next bet should be
39:58has been phenomenal.
40:00You know, Apple
40:00literally was failing
40:02when Steve went back
40:04and re-infused
40:05the innovation
40:07and risk-taking
40:08that have been phenomenal.
40:10So the industry's
40:11benefited immensely.
40:12from his work.
40:14We've both been lucky
40:15to be part of it,
40:16but I'd say
40:18he's contributed
40:19as much as anyone.
40:20I think he built
40:21the first software company
40:22before anybody
40:23really in our industry
40:25knew what a software company was,
40:26except for these guys.
40:28And that was huge.
40:30Bill Gates is a brilliant man.
40:32He did a lot
40:34for the world in technology
40:35and he's now doing a lot
40:36for the world in philanthropy
40:37and I think highly
40:39of Bill Gates.
40:40but of the two of them,
40:45the one that took
40:46the bigger risks
40:48and changed the game
40:50more often,
40:51it was Steve.
40:52It was Steve Jobs.
40:53I'd give a lot
40:54to have Steve's taste.
40:55He has natural,
41:00not a joke at all.
41:01I think in terms
41:02of intuitive taste,
41:03both for people
41:04and products,
41:05the way he does things,
41:07it's just different.
41:08And, you know,
41:09I think it's magical.
41:11Despite their rivalry,
41:13in this joint appearance
41:14after Jobs
41:15had been diagnosed
41:16with cancer,
41:17they displayed
41:17a healthy respect
41:18and even affection
41:20for one another.
41:22You know,
41:22I think of most things
41:24in life
41:24as either a Bob Dylan
41:25or a Beatles song.
41:26But there's that one line
41:28in that one Beatles song,
41:29you and I have memories
41:31longer than the road
41:32that stretches out ahead.
41:33And that's clearly true here.
41:36Wow, that's sweet.
41:37Well, you know what?
41:38I think we should end it there.
41:39It was one of the highlights
41:41of my journalistic career
41:43to be there.
41:44Thank you very much.
41:45Thank you so much.
41:45In fact,
41:50we were quite taken aback
41:52by the standing ovation
41:53and seeing some of the people
41:55from where we were sitting
41:56on stage
41:57actually shedding tears.
41:58It sounds strange,
41:59but it was actually
42:00an emotional thing.
42:02So I can move this
42:03with just a touch
42:04anywhere I want.
42:07Steve Jobs,
42:09now at the peak
42:09of his creative genius,
42:10was leading Apple
42:12to the peak
42:12of its creative success.
42:14The key to the success
42:17of the company
42:18was in moving
42:19beyond the computer,
42:21was in seeing
42:22how the microprocessor
42:24was getting so cheap
42:25that it could be applied
42:26to other consumer
42:27electronic devices.
42:31Innovative new products
42:33poured in a seemingly
42:34endless stream
42:35from Apple's
42:36development laboratories,
42:38pouring a stream of cash
42:40into Apple's coffers.
42:41250 million or a billion
42:43or however many
42:44iPods are out there,
42:46you know,
42:46are what built
42:47the Apple of today,
42:48not the Mac.
42:50Approaching the age
42:51of 50,
42:52barely a quarter
42:53of a century
42:54after making
42:54his first million
42:55greenbacks,
42:57Jobs was worth
42:57$2.3 billion.
43:02Now,
43:03he picked up
43:04the pace
43:05of Apple's evolution.
43:07Computers?
43:07they were yesterday's news.
43:10He was conquering
43:11the world of music.
43:13Breaking products.
43:15Jobs was hurting
43:16his competitors.
43:19iTunes pretty well
43:20killed off the music store
43:22and Virgin Megastore's
43:26slowly been disappearing
43:28around the world.
43:31Half a million songs
43:33are downloaded
43:34on iTunes every day.
43:37in many cases,
43:39changing artists' lives.
43:42Hip-hop group
43:44The Black Eyed Peas
43:45were asked to star
43:46in an iTunes commercial.
43:49They later became
43:50the most downloaded band
43:52on iTunes.
43:53But at the time,
43:55they didn't understand
43:56this new cultural phenomenon.
43:59They said,
43:59hey,
43:59they want to use
44:00a Black Eyed Peas song
44:02for an iTunes commercial.
44:03and I said,
44:06what's iTunes?
44:08And they said,
44:09they're not paying much,
44:11but they're going to give you
44:12guys iPods.
44:14What's an iPod?
44:16This
44:16is the new
44:18iPod now.
44:20But Jobs' influence
44:22on the music industry
44:23went far beyond
44:24simple star making.
44:26Way before iTunes,
44:27Steve Jobs has
44:28been a part of music
44:30because every major studio
44:32has a
44:34Mac computer in it.
44:36I mean,
44:36the Mac computer
44:38is an artist's computer.
44:40Musicians are still important,
44:41but people like Steve Jobs
44:43are uber, uber important.
44:44They bought CDs
44:45and they want to
44:46buy downloads.
44:47People don't want
44:48to rent their music.
44:50Life in Apple's orchard
44:51had never been
44:52more fruitful.
44:56Then,
44:58Steve Jobs
44:59learned he had cancer.
45:06A standing ovation
45:08for Apple CEO
45:09Steve Jobs
45:10as he greeted the public
45:11for the first time
45:12in more than a year.
45:13He carried on working,
45:16but the years
45:17that followed
45:17were a rollercoaster
45:19of hope
45:19and despair.
45:22Most poignantly,
45:23he was asked
45:24what the next few years
45:25might hold.
45:28The future is long.
45:33The last few years
45:34have reminded me
45:35that life is fragile.
45:41Um,
45:41you know,
45:43you know,
45:43you know,
45:44you know,
45:44you know,
45:46you know,
45:46finally,
45:48he withdrew
45:49from public life.
45:51Only his closest
45:52friends saw
45:53how he was coping
45:53with the threat
45:54of an early death.
46:03Steve Jobs
46:03loved to take walks.
46:05He did a lot
46:05of his thinking
46:06and his talking
46:06with his close friends
46:08like Larry Ellison
46:09and a number
46:11of other people
46:12that he was friendly
46:12with in Silicon Valley
46:14and he would go
46:14on these long walks,
46:16sometimes around
46:16Palo Alto
46:18where he lived
46:19and sometimes
46:20in other places.
46:22It just was
46:22his preferred method
46:24of thinking
46:24and daydreaming
46:26ideas with people.
46:28One day,
46:29I was out
46:31in Silicon Valley.
46:32He found out
46:33about it
46:34and he conveyed
46:35to me
46:36that he would like
46:36me to come over
46:37to his house.
46:38This was just
46:39after his liver transplant,
46:42which as we all know
46:42is a very serious
46:43kind of thing
46:44that takes a lot
46:44of recovery.
46:45And he wanted me
46:46to come over
46:47and just talk
46:48about industry gossip
46:50in a way
46:51or events
46:52that had gone on
46:53since he'd been
46:54kind of out of action.
46:56He was very frail.
46:57We talked about
46:58his health
46:59and he talked
47:00about how he felt
47:01he was recovering.
47:02and in the middle
47:03of this,
47:04he said,
47:04let's go for a walk.
47:08And I said,
47:09really?
47:10Really?
47:10You're sure
47:10you want to go
47:11for a walk?
47:12We're about
47:13halfway to the
47:14neighborhood park
47:15and he stops.
47:17You know,
47:17he wasn't like
47:18gasping for air
47:19or anything,
47:20but he was not
47:21a well-looking man.
47:22And I said,
47:24Steve,
47:24why don't we
47:25go back to the house?
47:27And he smiled
47:28or chuckled
47:29and he said,
47:30no,
47:30we're not going
47:31back to the house.
47:31I just need a minute
47:33and then we're going
47:34to go on to the park
47:35because that's my goal.
47:36I set a goal
47:37every day
47:37and my goal now
47:38is to get to this park.
47:40I said,
47:41you're sure?
47:42And he said,
47:42yeah.
47:43So we walked
47:43to the park
47:44and, you know,
47:46he was fine.
47:46We talked,
47:47by the way,
47:47the whole way.
47:48We were doing
47:48what he does
47:49on walks,
47:50which is we were
47:50talking about
47:51different things.
47:52And we got to the park
47:53and we sat on a bench
47:55and we talked about
47:56in the park,
47:58if I remember correctly,
47:59we actually talked
48:00more about life
48:02and health.
48:03And, you know,
48:03I had had a heart attack
48:04some years before
48:05and he was lecturing me
48:07about that.
48:08And I was sort of
48:09lecturing him as well
48:11about work-life balance
48:12and all these things.
48:13And then we got up
48:14and walked back
48:15and talked some more.
48:16And the last thing
48:22he said to me was,
48:24you know,
48:24Walt,
48:24you and I have been
48:25through lots of adventures
48:27over the last 15 years
48:29and we're going to have
48:31some more adventures
48:32to come.
48:33We never did.
48:42On October 5th, 2011,
48:44Steve Jobs died.
48:49The next day,
48:50his closest friend
48:51and colleague,
48:52Steve Wozniak,
48:53paid his own tribute.
48:56I'm going to miss
48:57the chance
48:57to go to him
48:58and just sit down
49:00and share,
49:01you know,
49:01just person to person
49:02how much fun we had
49:07in how much fun
49:09we had in those days
49:10doing things together.
49:12You know,
49:13but you lose it.
49:14You can't ever go back
49:15and just have those
49:18conversations
49:19that make us both smile.
49:20As the world mourned,
49:35the most fitting tribute
49:36came from one of
49:37Steve Jobs' young fans.
49:3919-year-old Hong Kong-based
49:41design student
49:42Jonathan Mack Long
49:43created an image
49:44on his Mac
49:45that went viral
49:47around the world.
49:47There was no real research
49:52behind it.
49:53I just messed around
49:54on my computer
49:54and it just happened.
49:56It made sense
49:57to incorporate
49:58his silhouette,
49:59his profile,
49:59into the logo.
50:01It's gotten around
50:02200,000 responses
50:04on my blog.
50:05Some people have said
50:06to me that
50:07the logo actually
50:08made them cry
50:08and I thought it was
50:09a really strong reaction
50:10to have.
50:11But it made sense
50:12because, you know,
50:13Steve Jobs had such
50:14a big impact
50:14on our world.
50:19He wasn't just
50:19a person
50:20who made all
50:21these great gadgets.
50:22He actually changed
50:23the way that we communicate.
50:29When you grow up,
50:30you tend to get told
50:32that the world
50:32is the way it is
50:34and your life
50:36is just to live
50:37your life inside
50:38the world,
50:39try not to bash
50:39into the walls
50:40too much,
50:41try to have
50:42a nice family life,
50:43have fun,
50:44save a little money.
50:47How amazing is it
50:49that we live
50:49in an era
50:50where his legacy
50:51will transform
50:52people's lives
50:54and experiences
50:54of technology
50:55for the foreseeable future.
50:59This single individual
51:00gave us
51:01the original Apple
51:02and the Macintosh
51:03and Pixar
51:04and the iPod
51:06and the iPhone,
51:07iPad.
51:08I mean,
51:09that is
51:10astonishing.
51:15Steve Jobs created
51:16the most respected
51:17brand in the world
51:18and, you know,
51:21shook up
51:21a whole industry
51:22and he did it
51:25with a lot of
51:25panache and style
51:26and, you know,
51:31great respect
51:32for him for it.
51:34Life can be
51:35much broader
51:35once you discover
51:36one simple fact
51:37and that is
51:38everything around you
51:39that you call life
51:40was made up
51:42by people
51:42that were no
51:43smarter than you.
51:45The facts are
51:46the story of his life,
51:48the story of his
51:48successes,
51:49the story of his
51:50achievements,
51:51the stories of the
51:52great things he did
51:52for other people
51:53continue to go on
51:54because
51:55that's good
51:58for our country,
51:59it's good for the nation,
52:00it's good for the world
52:01and it's also good
52:03for the people.
52:04Of course,
52:04that's what it's all about.
52:05I think the world
52:06will miss Steve Jobs.
52:08He took stuff
52:08to a new place
52:09and I do identify
52:11with that.
52:11It's exciting
52:12when you do that
52:12so I do find
52:13the excitement
52:13of that
52:14and he also made
52:15things that were
52:16beautiful,
52:16great to touch,
52:17great to hold
52:18and good to look at
52:19in different colors.
52:19The minute
52:20that you understand
52:21that you can poke
52:22life and actually
52:23something will,
52:24you know,
52:24if you push in,
52:25something will pop out
52:26the other side,
52:27that you can change it,
52:28you can mold it,
52:30that's maybe
52:31the most important thing.
52:39There's one thing
52:40on which everyone agrees.
52:43Steve Jobs left a legacy
52:45that has changed
52:46to change the world.
52:48He had the ability
52:49to think out
52:50new ways of doing things,
52:51not just ways
52:52to improve what we have,
52:53do a better version
52:54of something,
52:55but do it in a totally
52:56different way
52:56that the world
52:57would swing towards.
53:05And so we fall
53:06in love with Steve
53:07because he gave us
53:09these toys
53:10that were not only fun,
53:11but really useful.
53:14Wow.
53:16It's upended
53:21industry after industry.
53:23It's forced everyone else
53:24to follow in his path,
53:27and it has touched
53:28billions of people.
53:31He will be regarded
53:32as the person
53:33who unlocked
53:34the creativity
53:35of a whole generation.
53:38He's changed
53:39the way we look
53:40at computers,
53:42phones,
53:44how we share,
53:45interact.
53:45He is going
53:46to inspire
53:47a whole new generation.
53:48A five-year-old
53:4920 years from now
53:50is going to create
53:52and design
53:53and invent
53:54and define
53:55a world
53:56totally different
53:57than the way
53:58we see it now,
53:59and it's going to be
54:00because of Steve Jobs.
54:02Even then,
54:03he had this ability
54:04to bridge
54:05a very intellectual
54:06world of high technology
54:08with something
54:08that everyone
54:10could relate to.
54:11Here's a guy
54:22who revolutionized
54:23the computer industry,
54:25the music industry,
54:27the motion picture industry,
54:30the telephone industry.
54:33There's four,
54:34and maybe more,
54:35I don't know,
54:36but certainly those four.
54:38and if you compare
54:41him with Edison,
54:43well,
54:44there was the
54:45electric power industry,
54:47the motion picture industry,
54:49and the music industry.
54:50Edison had only three.
54:54That's impact.
54:56sound of music,
54:58the music industry.
54:59It's great,
54:59but there's not
55:00too much.
55:19it's been a big issue,
55:19so
55:19that's a big issue.
55:21It's very,
55:21well,
55:21it's very,
55:23and it's a big issue.
55:23It's a big issue.
55:23It's a big issue.
55:24Untertitelung des ZDF, 2020
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