Steve Jobs: The Man in the Machine (2015) - full transcript

Fixed & Synced by bozxphd.Enjoy The Flick

After hours of getting

this thing right...

God, look at that.

Look, I'm on television.

- MAN 1: Hey! Isn't that amazing?

- Yeah, it is.

- You're on TV in New York, too.

- What's that?

- You're on TV in New York, too.

- No, no.

- Yes, you are.

- Am I really? Are you serious?

- Yeah, they got you in New York.

- God.

I'm gonna let you

put it in your own ear.

- Really?

- It's a talk back.

- They're going to talk to you.

- This is not the real thing, right?

You just want a picture of me now?

- They're going to sit you here first.

- God.

You need to tell me

where the restroom is, too,

cos I'm deathly ill, actually,

and ready to throw up

at any moment, so...

- It's right across the hall.

- Great. I'm not joking.

MAN 2: We're ready to go, gentlemen.

New York's waiting for a shot of him.

If you see in my eyes,

I've been crying just a little bit.

And it seems really ridiculous

because I've never met the man.

I know life is ephemeral,

but I just, you know,

I expected him to be around

a little longer.

Pretty sure everybody did,

but, you know...

The thing I'm using right now,

an iMac, he made.

He made the iMac.

He made the Macbook.

He made the Macbook Pro.

He made the Macbook Air.

He made the iPhone.

He made the iPod.

Yeah, he's made the iPod Touch.

He's made everything.

♪ Hey, Mr Tambourine Man

Play a song for me

♪ I'm not sleepy

And there's no place I'm going to

♪ Hey, Mr Tambourine Man

Play a song for me

♪ In the jingle jangle morning

I'll come following you

WOMAN 1: It's not often that the whole

planet seems to feel a loss together,

but after the death of Steve Jobs,

co-founder of Apple

and singular dreamer,

all day, we watched

as there was a kind of global wake.

On Facebook, millions changing

their profiles to the Apple logo.

A kind of black armband,

a gesture of gratitude.

WOMAN 2: We've been monitoring

the hashtag "thankyousteve."

MAN: My favorite tweet last night

was four simple letters

simply saying, "iSad."

Hi.

NARRATOR: When Steve Jobs died,

I was mystified.

What accounted for the grief of

millions of people who didn't know him?

I'd seen it with John Lennon

and Martin Luther king,

but Steve Jobs wasn't a singer

or a civil-rights leader.

AL GORE: Many commentators

were surprised

by the intensity and the power

of this wave of emotion.

What was it?

And I think it was truly love.

Jobs has proven to be the one

and only person in the world

who can create

technology products that people love.

Wall-E. (CHUCKLES)

NARRATOR: I love "Wall-E,"

a film Jobs's Pixar produced,

and I love my iPhone,

but the grief for Jobs seemed to go

beyond the products he left behind.

We mourned the man himself,

but why?

Behind the scenes, Jobs could be

ruthless, deceitful and cruel.

Yet he won our hearts by convincing us

that Apple represented a higher ideal.

It was not like other companies.

It was different.

(APPLAUSE)

Good morning and welcome to Apple's

1984 annual shareholders' meeting.

I'd like to open the meeting

with part of an old poem,

about a 20-year-old poem, by Dylan.

That's Bob Dylan.

"Come writers and critics

who prophesize with your pens

and keep your eyes wide,

the chance won't come again."

"And don't speak too soon

for the wheel's still in spin

and there's no telling

who that it's naming."

"For the loser now will be later to win,

for the times, they are a-changing."

NARRATOR: Jobs loved Dylan

maybe because he wasn’t just one thing.

He was a storyteller who could

be whatever we wanted him to be.

I don't even what know what

All Along The Watchtower means.

I think it is one of

the most beautiful, haunting,

brilliant pieces of poetry ever.

And to me, it's like Steve.

"There must be some way

out of here, said the..."

(CHUCKLES) What is it?

Said the Joker to the Thief.

He's both.

♪ "There must be

Some way out of here"

♪ Said the joker to the thief

♪ There's too much confusion

♪ I can't get no relief

♪ Businessmen, they drink my wine

♪ Plowmen dig my earth

♪ None of them along the line

♪ Know what any of it is worth

(MUSIC STOPS ABRUPTLY)

JOBS: There's something going on

here in life

beyond just a job and a family

and career.

There's another side of the coin.

It's the same thing

that causes people to want to be poets

instead of bankers.

And I think that that same spirit

can be put into products.

And those products can be manufactured

and given to people,

and they can sense that spirit.

MAN: A computer is a straightforward,

everyday machine.

A simple way of studying

the principle of how it works

is that a computer is quite dead.

It can do nothing without

someone to give instructions.

NARRATOR: When I was growing up,

computers weren't something to love.

They were something to fear.

They were huge, impersonal,

made by faceless corporations.

But for Jobs, it was different.

I saw my first computer

when I was 12 at NASA.

JOBS: We had a local NASA center

nearby. It was a terminal,

which was connected

to a big computer somewhere.

This is one of the consoles

they might be using in the future.

It looks very much like

just a regular typewriter.

Too often the equipment of the past

has sort of been designed

for other machines.

They're really not for people.

JOBS: I saw my second computer a few

years later, the Hewlett-Packard 9100.

The 9100 computing calculator.

It was very large. Had a very small

cathode ray tube on it for display.

And I got a chance to play with

one of those maybe in 1968.

I started going up

to Hewlett-Packard's Palo Alto

research lab every Tuesday night,

and I spent every spare moment I had

trying to write programs for it.

I was so fascinated by this.

MAN: We have a pointing device

called a mouse.

I don't know why we call it a mouse.

NARRATOR: By 1968, Stanford's

Doug Engelbart, inventor of the mouse,

was asking new questions

about the essential nature of our

changing relationship with computers.

If in your office,

you as an intellectual worker

were supplied with a computer display

backed up by a computer

that was alive for you all day

and was instantly responsible,

responsive,

instantly responsive

to every action you had,

how much value

could you derive from that?

NARRATOR: We needed a guide to help us

navigate this new relationship.

JOBS: My whole adult life has been spent

building personal computers.

So, the history of my vocation

and my avocations

and, you know,

my growing up are all the same,

and it's very hard

to separate one from the other.

MAN: I come from a place called

Silicon Valley, California,

and you'll find there are

a lot of electronics kits around.

My electronics teacher realized

that I had a lot of computer ability

that went beyond anything he could

possibly teach me in school.

He knew that as long as I was in class,

I was just going to sit around,

playing pranks on the other students

like wrapping little hair wires

around certain circuits

so when they plugged in their radio,

it would blow up.

(LAUGHTER)

WOZNIAK: As hard as I think about it,

I don't think I ever had one friend

who was not one of the tech kids.

JOBS: I met Woz when I was maybe

12 years old, 13 years old.

He was the first person I met

that knew more electronics than I did.

And one of the things that Woz and I did

was we built blue boxes.

WOZNIAK: One day

I picked up a magazine,

and I started reading a story

about phone phreaks and blue boxes.

REPORTER: When phone phreaks

have a convention,

as they did in the ballroom

of a seedy New York hotel lately,

masks are given out at the door.

People don't give their right names.

The blue box was a little device that

put special tones into anybody's phone

and those tones would connect you

anywhere you wanted.

Halfway through reading this,

I called Steve Jobs over

and started reading it to him

over the phone.

There's a way to fool

the entire telephone system

into thinking you were

a telephone computer

and to open up itself and let you call

anywhere in the world for free.

JOBS: You could call from a pay phone,

go to White Plains, New York,

take a satellite to Europe.

And you'd go around the world

and call the pay phone next door.

Shout in the phone,

be about 30 seconds,

it'd come out the other end

of the other phone.

And he's like, "Hello,"

There's a lag and, "Hello, how are you?"

"I'm fine." You know?

REPORTER: Why, one might wonder,

would someone want to do that?

To rip off the phone company.

And these were illegal, I have to add.

(BEEPING)

NARRATOR: In college, I had a blue box

of my own. It was important

because long-distance phone calls

were really expensive back then.

It was also a way

of sticking it to the man.

This would become an important

selling point for Jobs, too,

even as he left

the technical work to others.

WOZNIAK:

Well, I had this blue box design.

I did a trick in there

that I've never done that good a trick

in any other design in my life.

And Steve Jobs said,

"Hey, why don't we sell them?"

JOBS: You know, you rapidly run

out of people you want to call,

but it was the magic that two teenagers

could build this box

for $100 worth of parts

and control hundreds of billions

of dollars of infrastructure

in the entire telephone network

in the whole world.

We could sort of influence the world,

you know?

Control it, in the case of blue boxes,

but something much more powerful

than controlling.

Influencing, in the case of Apple.

And they're very closely related.

I really do, to this day,

feel that if we hadn't had had

those blue box experiences,

there never would have been

an Apple computer.

MAN: I think Jobs

was always a storyteller.

There was always this sense

that he was constructing a persona.

The first time I sat down

with him to work on a story,

he immediately asked me

if I had read.

Thomas Kuhn's "The Structure

of Scientific Revolutions."

I think he was assimilating

into this personality,

this notion that he had found in Kuhn.

The random result

that eventually creates

a paradigm shift where everybody

one morning wakes up,

and they think the new way.

And I believe that he thought

that he was a paradigm shifter.

That was part of his story. He wanted

to have a foot in both worlds.

He wanted to be the renegade,

but he also wanted to be legit.

WOMAN: This is the video deposition

of Steven P Jobs.

We are on the record at 9:22am.

MAN: Can we just sort of briefly go over

your employment history after 1973?

I was employed by Atari,

a maker of video games.

- What timeframe?

- I don't know. Early '70s.

(VIDEO GAME BEEPING)

Creativity is a lot about anarchy.

I had been in the video-game

business two years

and our corporate culture

was really "work hard, play hard."

MALONE: The true original sin of Apple

literally takes place

before the company is founded.

Jobs had left Reed College

and now he was back in Silicon Valley.

Woz was working at HP.

WOZNIAK: I was such a nerd.

When I finished designing calculators

at Hewlett-Packard in the daytime,

I would work on my own little projects.

I saw "Pong" in a bowling alley,

and I said,

"I know logic design,

and I know electronics of televisions."

"I'll use my home TV, snake a wire in,"

and I built myself a "Pong."

Steve came back from Reed College

and saw that I had built

my own Pong game.

And so that gave him the idea

to go down to Atari.

And he went down,

and he showed them the board

and he wound up with a job.

Steve came in and said,

in typical Steve Jobs fashion,

"I'm not going to leave

until you hire me."

And I really appreciated his intensity.

He had one speed. Full on.

I had one little project

that everyone kept turning down.

It was a project called "Breakout."

And finally I said,

"Steve, hey, do this for me."

In the back of my mind,

I knew that Woz was coming over all

the time after working at HP all day,

and I thought,

"OK, I'll put Steve on the night shift."

"Woz will come over. I'll get

two Steves for the price of one."

WOZNIAK: Steve said, "Nolan Bushnell

of Atari wants another game built."

But we only had four days, Steve said.

When a game is made out of chips

and it's not a program,

four days is, like, impossible.

This is months' worth of work.

I did the entire design,

and then Steve would breadboard

my design for a little while.

We were up four days and nights

non-stop. Both got mononucleosis.

And we got "Breakout" delivered

to Atari, and they paid for it.

(BEEPING)

(BUZZES)

BUSHNELL: Later on,

Woz and I were out to dinner.

He was talking about Breakout,

and I said, "Well, you know,

you guys got paid pretty well for it."

He looked at me puzzled, and I said,

"Yeah, I mean,

you did such a good job."

"I think there was at least

a $5,000 bonus that you guys got."

So, yeah, he was paid $7,000,

and he told me that we were paid $700,

and he wrote me a check for $350.

You know, and that hurts

because we were friends.

And do you do that to a friend?

If he'd said, "I need the money,"

I would have said, "Take it all."

I was happy to be on the project.

I think that Steve...

was very driven

and would very often take

shortcuts to achieve his goals.

♪ Then in time we'll tell who has fell

♪ And who's been left behind

♪ When you go your way

And I go mine

MAN: Apple was a sitcom.

It was a 30-year sitcom.

And Steve was the main character.

This was written in December 1976.

In fact it starts out saying,

"Who's Apple," so that was very early.

He and Woz came in.

Steve had long hair down his back.

He had a Ho Chi Minh beard,

cutoffs, Birkenstocks.

And Wozniak was maybe a little bit

upscale from that, but not much.

I used to like Intel's advertising,

So I called them up one day,

and I said, "Who does your advertising?"

They said, "Well, Regis McKenna."

"What's a Regis McKenna?"

(LAUGHS) They said, "No, it's a person."

MCKENNA: Wozniak had a technical article

on the Apple II.

He wanted us to try to get it

placed into a magazine.

Nobody could read it. It was

all technical jargon and so forth.

And so I told him

I'd have to rewrite it,

and he wasn't happy about that.

He said, "No one's going to rewrite

my stuff."

I said, "Well,

then there's nothing I can do for you",

so you might as well leave."

Steve called back,

and he pretty much convinced me

that he would be the person

that we'd be dealing with

and that Wozniak would be designing

and building things,

which is the way it happens

in most businesses.

The engineers are more back room

and you work with either the

entrepreneur or the marketing people.

PRODUCER: Did you think early on

that Steve could be the guy?

Oh, definitely. You just had to spend

a few minutes with him and you knew it.

He had the ability

to talk about the possibility

of what this computer could be.

And I think the key is not just

talking about the product,

but giving you an idea

of what is possible using this product

and what the next generation

is going to be like.

So he gives people this feeling

of forward movement.

- How many calculators do you own?

- MAN: Two, maybe.

Right, and do you use

the automatic bank-telling machines?

- Sure.

- Life is already seducing you

into learning this stuff.

It's not going to happen at once,

and it's certainly not

a 1984-ish vision at all.

It's just going to be very gradual

and very human

and will seduce you

into learning how to use it.

MCKENNA: Transitioning from a hobby

to a personal computer,

that whole idea was driven by Steve.

He was trying to say

we need to differentiate ourselves

and really move out

of this hobbyist realm.

It ended up

coming out of the room saying,

"We're going to call ourselves

the personal computer."

MAN: Industry experts say

we're no longer on the verge

of the personal computer revolution.

We're right in the midst of it,

thank you.

And it's gathering steam

with more and more people

jumping aboard every day.

I use my computer right now

for mostly word processing.

I use it for solar evaluation programs.

We put our entire accounting system

on it.

The wife can use it to store recipes.

To balance my checkbook for me.

We do the computer club's bulletin.

- Playing games.

- Shopping by mail.

- Budgeting.

- Bowling-league type scores.

- Electronic mail.

- A guy can be creative on it.

I mean, he can use it

for whatever he can dream up.

This is a 21st-century bicycle

that amplifies a certain intellectual

ability that man has.

The effects that it's going to

have on society

are actually going to far outstrip

even those that the petrochemical

revolution has had.

Time magazine, I think,

said single-handedly he created

the industry because he was relentless.

MAN: The powers that be

of "Time" magazine

decided that they would make

the Man of the Year that particular year

the Computer of the Year.

I was transferred to the bureau

in San Francisco.

And gradually I began to cotton on

to the fact

that there were a lot of stories

in this part of California

between San Jose

and San Francisco

about these odd, little companies

that people on the East Coast

at that point

hadn't heard about

and really didn't care about.

And then I got very interested in Apple

and Steve was,

of the early characters in the company,

the most articulate and the most

interesting and the oddest.

REPORTER: Steven Jobs helped build

the first Apple computer in his garage.

He is now 26 years old

and is chairman of the board.

MCKENNA: There was some debate

over whether or not

they should use the name "Apple."

You know, the whole model

of the computer industry

and the computer business was IBM.

MAN: Another business service of

tomorrow made possible today by IBM.

IBM was an anonymous organization.

No one knew who the president was.

They probably had no idea.

The IBM logo looked like it was

carved out of Roman marble, you know?

It was just

this monolithic kind of thing.

And we took just the opposite,

which was,

"Let's make Steve very high profile.

Let's tell our story."

REPORTER: Working in this garage,

Jobs and a high-school classmate

quit their positions

at large electronic companies,

and using tiny silicon chips,

built this small computer board.

MCKENNA: Funny, the garage story was

less of a feature in those early days.

It later on became more of a look back

when people started doing stories

on the background, and so forth.

You know, I told Steve this,

and most of my clients in fact,

there's a song in Fiddler on the Roof

that Tevye sings.

He says, "If I were a rich man."

And he said, "I'd sit in the temple,

and I'd lecture to the wise men

all day long,

"and it wouldn't matter

if you're right or wrong."

"When you're rich,

they think you know."

So, in a technology business,

you have to show that you are successful

in order to have a platform.

REPORTER: It led to

a quarter-billion-dollar business

and the most popular typewriter-sized

computer on the market today.

MAN: Steve Jobs,

I realize this is your baby,

and you've made a career out of it,

but you're also

something of a philosopher.

Do you see the inherent possibility

of bad coming out of all of this?

Well, I think one of the things

you really have to look at

is you have to go watch

some kids using these things.

And what you find is far

from something quite harmful.

In effect, what you see

is an instantaneous reflection

of a part of themselves,

the creative part of themselves

being expressed.

WOMAN: He was going for a computer

that really felt like

an extension of the self.

That's what people wanted, and I think

he sensed that. He knew that.

My first book on the computer culture

was called "The Second Self."

The key quote

that gave me the title was,

"When you think of a computer,"

you put a little piece of your mind

into the computer's mind,

"and you come to think

of yourself differently."

Our whole company,

our whole philosophical base,

is founded on one principle.

And that one principle

is that there's something very special

and very historically different

that takes place when you have

one computer and one person.

PRODUCER: Did you have an opportunity

to meet Jobs?

TURKLE: Yes,

I met him on several occasions.

PRODUCER: And did you sense

from talking to him

that he really did understand

what he was doing?

I think he understood what he was doing.

He knew

he had created something intimate

and that could be sold

as something intimate.

And it would be you.

I mean, it would be for you.

It wasn't just for you. It was you.

PRODUCER: Can you just show me

the front of it?

That's the part

that most people would recognize.

This is a piece that everybody

remembers from the ads,

from the Time magazine cover

with Steve holding it in his lap.

And this is the famous beige that

we're never going to have any more of.

He hated this even at this time,

but we were kind of stuck with it

by the time we got there.

It was a fun little machine.

He called me just out of the blue.

I was working at Xerox.

And I picked up the phone,

and it was Steve Jobs.

And he said, "I hear you're a good guy",

but everything you've done so far

is crap. Come work for me."

I told my wife at the time.

I said, "Well, what could happen?"

"How bad could this be?"

(LAUGHS)

I didn't realize how bad it could be.

First trip Steve ever made to Japan

was to see what we could do about

getting a disc drive for the machine.

And we saw the Sony disc facility

in Atsugi, Japan.

He had a lot of affection for Sony

because the Walkman was a machine

that he just thought

was the bee's knees.

♪ You really feel the music

with a Sony Walkman

MAN: The Sony Walkman is

a tiny stereo cassette player

with truly incredible sound.

♪ You really feel the music

You really feel it

I think it was the first product

in human history

that went over a billion units.

That he liked.

One of things that Steve thought

was important,

and Jerry Manock facilitated it,

was this is

where all the signatures are.

And they're all the people,

the original group,

that actually signed the machine.

There's Steve Jobs right in the middle.

My name is over here.

MAN: Why did you do that?

Because the people that worked

on it consider themselves,

and I certainly consider them, artists.

These are the people that

under different circumstances

would be painters and poets, but,

because of the time that we live in,

this new medium has appeared

in which to express oneself

to one's fellow species.

And that's a medium of computing.

BELLEVILLE: We would sit

in the temples in Kyoto,

just taking off our shoes at the door

and sitting.

(BIRDS CHIRPING)

PRODUCER: Did he take from that any

kind of aesthetic vision, do you think?

BELLEVILLE: I think certainly.

A simplicity.

Just feeling that inner calm

that's so available

at some places in Japan.

He was a very much a person

who was comfortable in silence.

Steve ruled by a kind of a chaos.

And it's easy to make chaos,

and if you're comfortable with it,

you can use it as a tool.

And he used a vast number

of really irritating tools

to get other people involved

in his schemes.

He's seducing you, he's vilifying you

and he's ignoring you.

You're in one of those three states.

(LAUGHTER)

JOBS: When you get a core group of,

you know, ten great people,

it becomes self-policing

as to who they let into that group.

So, I consider the most important job

of someone like myself is recruiting.

MAN: Steve Jobs brought us all together

in a place that had no rules.

He's a maniac. He's a maniacal genius.

His job is to stir up everything.

JOBS: Most places in life

are continuously telling you

that your dreams aren't possible

or practical.

You don't want to hear that

when you're under 30.

What you want to do is race after them.

You ask yourself, why are you doing it?

I'm certainly not doing it

for Steve Jobs.

I'm doing it for what I think is

a much greater good than that.

Everybody just wanted to work, not

because it was work that had to be done,

but it was because it was something

that we really believed in.

Here is how we see personal computers.

Here is how we want the world to be.

And here's how we're going to change it.

We have a vision

of what we want it to be.

We want to convert people.

We want to make converts.

BELLEVILLE: I felt my job at Macintosh

was to make the division

work smoothly enough

that we could actually get this thing

from really a mess of kids

playing around with a bunch

of hardware and software

into something that would be

a commercial product.

And that's what I did.

I got that machine finished.

JOBS: It is now 1984.

IBM became the apparent visible threat.

IBM wants it all,

and is aiming its guns

on its last obstacle

to industry control. Apple.

Will Big Blue dominate

the entire computer industry?

The entire information age?

Was George Orwell right?

MAN: Today, we celebrate

the first glorious anniversary

over the information

purification directives.

MCKENNA: That ad was again

a juxtaposition with IBM.

- MAN: That's what it was about.

- MCKENNA: Yeah.

PRODUCER: The people in the audience

were mindless IBM users.

MCKENNA: Yes. You know,

for Steve it was great

because he had this bad guy/good guy,

and he loved playing that role.

- (GRUNTS)

- MAN: We shall prevail!

NARRATOR: Looking back,

behind the scenes,

it's easy to see the irony in the ad.

Today, Apple is Goliath.

Rolling. Rolling.

But even in 1984,

when Apple cast itself

as the counterculture company,

working at Apple was a lot tougher

than IBM.

JOBS: I think if you talk to a lot of

people on the Mac team,

they will tell you it was the hardest

they've ever worked in their life.

Some of them will tell you

it was, you know,

the happiest they've ever been

in their life,

but I think all of them will tell you

that it is certainly one of the most

intense and cherished experiences

they will ever have in their life.

- MAN: Mm-hmm. Yeah, they did.

- So...

You know...

Some of those things are

not sustainable for some people.

BELLEVILLE: I ended up

changing my entire life.

I lost my wife in that process.

I lost my children in that process.

I lost...

The whole structure of my life

was just changed forever

by going and working on the Mac.

PRODUCER: Because the work

became so intense?

The work was intense.

The commitment needed to do it

was intense.

I would go into work

on a Tuesday morning

and half the people would hate me,

and I'd come back on Wednesday morning,

and half the people would hate me,

but it was the other half.

There were an awful lot

of prima donnas in that outfit,

so I was always in conflict.

PRODUCER: Here's the piece you wrote.

You want to read it?

"Steve's passing did come

as a bit of a shock for me."

"For a bit more than three years,

1982 to 1985,

we were together a lot of the time."

"We made a dozen trips to Japan

together. We were close."

"After that,

I only saw him a few times."

"I haven't seen him in many years."

"He was an extraordinary person in many

ways and quite normal in others."

"The outpouring of feelings

from people all over the world

was a bit of a surprise to me at first,

and then it seemed natural."

"He was for them

a combination of James Dean,

Princess Diana and John Lennon

and maybe Santa Claus."

"What is in that bag of goodies?"

"The iPod, the iPhone

and the iPad are so personal."

"They are warm in your hand.

They sing to you when you're alone."

"They are caressed."

(EXHALES DEEPLY)

"In those three years together,

I packed in a decade or two

of experience."

"Steve packed in a couple of centuries

in his 56 years."

"He did everything he wanted,

and all on his own terms."

"It was a life well and fully lived,

even if it was a bit expensive

for those of us who were close."

(SIGHS)

You do have friends, you know?

(LAUGHS) Even if they're bizarre people.

PRODUCER: Yes. He is.

He's one of those mythic characters.

Yeah, and they're not that much fun

on the ground most of the time,

but there are those moments

when suddenly...

They're the only person

who could've ever done it.

PRODUCER: Right.

- Yeah, and they change us.

- Right.

JOBS: Without death,

there would be very little progress.

I'm sure that life evolved

without death at first

and found that without death,

life didn't work very well.

Because it didn't make room

for the young

who didn't know how the world was,

you know, 50 years ago,

but who saw it as it is today

without any preconceptions

and dreamed how it could be

based on that.

JOBS: The minute that you understand

that you can poke life,

you can change it, you can mold it,

you'll want to change life

and make it better

cos it's kind of messed up

in a lot of ways.

Once you learn that,

you'll never be the same again.

MAN: Just be here.

Don't judge, don't try,

don't stop, don't start. Just be here.

It's all just enough.

It's enough to know that I love you.

MAN: Steve and I met two weeks into

our freshman year at Reed College.

We had both happened to buy

"Be Here Now."

And it was such an unusual book.

I just wanted...

I was carrying it around

and wanted somebody to talk to about it,

and Steve was the one person

who also had read it.

KOTTKE: When we went to India,

we were looking for

remarkable experiences.

We didn't have a guru.

We didn't have a particular school.

And so we traveled around

for four months.

Had some interesting experiences.

No major enlightenment experiences.

Steve's quote later was,

"We had figured out that

we weren't going to meet somebody

who was going to make us enlightened."

If you think about Hindu spirituality,

you think of Mother Teresa

feeding the poor.

That's not really the path

that Steve took.

Those weren't Steve's values.

(BELL RINGS)

KOTTKE: It was the next year,

after India,

when he connected

with the Zen Center in Los Altos.

Zen is about clarity,

simplicity, cleanliness.

Ending the duality of your ego

and simplifying your life.

And that really appealed to Steve.

It's based on taking off

and creating something for yourself.

You know, giving life to your own life

in whatever way you wish to do it.

KOTTKE: At the time

he was starting Apple,

Steve was very actively looking

for a mentor.

NARRATOR: Kobun Chino would

become Jobs's spiritual advisor.

Kobun encouraged Jobs

not to retreat into a monastery,

but instead to find Zen

in his life and work.

But they would argue

over the path to enlightenment.

Steve always says, "Make me monk.

Please make me monk."

I say, "Not until proof."

When I was living in California,

23 years ago...

Midnight...

I answered the doorbell and there he is.

18 years old, he was.

And he wanted to see me.

And I looked into his eyes, and...

They looked terrible,

but he is not crazy.

I must talk with him.

I took him for a walk

through the downtown of Los Altos.

All stores closed.

One bar called The Teacup was open.

We sat down at the counter.

I had Irish coffee and he had juice.

After sipping, he started to talk.

He said, "I feel I'm enlightened."

"I don't know what to do with this."

That's wonderful.

That is very wonderful.

I need proof of it.

A week later he came back

with a little metal sheet in his hand.

Many things were going,

wires going around...

I didn't know what it was.

It was a chip of a personal computer.

He said, "I designed it.

My friend Woz helped me."

"This is called Lisa."

"I named it Lisa."

Which is the name of his daughter.

That was the origin of Apple Computer.

And I'm still not quite sure

that was a true proof or not.

He's brilliant, but too smart, I think.

PRODUCER: When you broke the Lisa story,

why was that important?

There was a computer called "Lisa."

And everybody wondered

who the computer was named after.

I didn't choose

to name the computer "Lisa."

I was obviously curious

about why it was named "Lisa".

Fair or unfair, I think that was,

to me,

that was a germane part of the story.

♪ With your mercury mouth

♪ In the missionary times

♪ And your eyes like smoke

WOMAN: I was 17, sitting in the quad.

Early spring,

warm and cold at the same time.

And I look over, and there's

this guy I have never seen.

I've been there for three years.

I can't believe how gorgeous he is.

And he starts to walk out of the quad,

and I followed him

cos I thought,

"I've got to introduce myself to him."

And I'm going, "What do I say?"

I had no idea what to say.

A few months later,

I was working on a film.

We worked all night long,

and he walks up out of the dark.

He was confident and awkward.

He was a study in contrasts.

And he had jeans on that drooped

because they had so many holes in them.

And he was very intentional,

very intense.

And then he handed me a poem

by Bob Dylan.

"Sad-Eyed Lady of the Lowlands."

He would re-write Dylan's songs

to fit his life.

And then he... he just scanned the quad

and the darkness

that went over his face...

The edge, the worry,

the dissonance, was shocking to me.

And I was young enough where I thought,

"Did I say something wrong?"

But later I realized

that wasn't what it was.

That was part of who he was.

And I mean, that was one of the things

that I was attracted to,

is that he had a lot going on

inside him.

Steve was a romantic,

and he really loved Chrisann.

I think she was

a seductive force in his life,

and there was a part of Steve

that didn't want to push that away.

But the main thing in Steve's life,

number one,

was getting Apple off the ground.

And he just really could not focus

on anything else.

I came out in June of '77,

and the three of us went

and rented a house in Cupertino.

BRENNAN: Apple is beginning.

Steve and I are falling in love again.

But we're going back and forth

big time now.

It's just like I'm insecure

because he's so unkind,

and then we connect.

But I don't know how to handle

how fast Steve's mind is

and how fast

he throws negative stuff at me.

And by the time I figure out,

"I've got to get out of here..."

Um...

"This is not working."

Um... "I don't want to be in their club,

Daniel's or just even with Steve."

"It's just not working."

That's when I got pregnant.

PRODUCER: What happened when

you told Steve that you were pregnant?

Um...

I told Steve in the dining room.

Steve's jaw clenched.

And searing anger...

And he runs out the door,

kind of like a teenager,

slams the door.

KOTTKE: She got pregnant.

And Steve just was, "Not... not...

not me."

"It's not me. It's not me," right?

Even though that was not

a reasonable thing to say.

BRENNAN: After Lisa was born,

Steve came up three days later.

And we're sitting in a field,

and he...

We're like, trying to negotiate...

what name we both feel good about

for her.

He knows he's the father.

He comes with the idea

of wanting to call her Claire,

and I don't want Claire because

it's too much like Clara,

his mother's name.

So, we're looking through the book,

and we're thinking

and going back and forth,

trying different names,

and finally I go, "Lisa!"

He said, "Yeah!"

We both loved that name.

But later I realized he wanted

to name a line of computers

or the next computer

the "Claire."

I only knew this later.

He went back to Apple

and changed it to the "Lisa."

MORITZ: It says a lot about somebody

that they would have the wit,

the imagination, the audacity,

to name a computer in the fashion

that Steve named this

and believe that you're going to

be able to get away with it.

That is the sort

of very telling anecdote

that helps illuminate

somebody's personality.

JOBS: My biological mother was

a young, unwed graduate student,

and she decided

to put me up for adoption.

So, everything was all set

for me to be adopted at birth

by a lawyer and his wife.

Except that when I popped out,

they decided at the last minute

that they really wanted a girl.

So, my parents,

who were on a waiting list,

got a call in the middle

of the night, asking,

"We've got an unexpected baby boy.

Do you want him?"

They said, "Of course."

My biological mother found out later

that my mother had never

graduated from college

and that my father had never

graduated from high school.

She refused to sign

the final adoption papers.

She only relented a few months later

when my parents promised

that I would go to college.

This was the start in my life.

PRODUCER: You know, another paradox

for him, you know, here's a guy,

you know, being pissed off

that he was left for adoption,

and when he has a child,

he wants to run the other way.

KOTTKE: Yes, that's a huge paradox.

Even when I first met Steve, the fact

that he was given up for adoption

was a huge emotional issue

in his life.

JOBS: I was, I remember,

right here on the lawn

telling Lisa McMoyler, who lived

across the street, that I was adopted,

and she said, "So, does that mean

your real parents didn't want you?"

Ooh, lightening bolt. I remember

running into the house.

I think I started crying, asking

my parents, and they sat me down.

They said,

"No, you don't understand."

They said,

"We specifically picked you."

KOTTKE: That was clearly

a very defining image in his life,

both that he was rejected

and that he was special.

KOTTKE: The IPO was November 1980.

By the summer of 1980,

it was clear it was going to happen,

and so Steve's net worth

was going to go from $10 million

to around $200 million.

And I think he had the opportunity

to completely reinvent himself.

NARRATOR: In his reinvention, some

people who helped him were left behind.

Woz had no taste for management,

so he left Apple with a big stock

package and a lifetime stipend.

Daniel Kottke had been

one of Apple's first employees.

In the run-up to the IPO,

an Apple executive offered

to give Daniel the same amount

of stock that Steve would give.

Steve replied,

"Fine. I'll give him zero."

Jobs also saw an opportunity

to rewrite his history with Chrisann.

He composed a fiction which implied

she had many sexual partners,

and he claimed he was sterile

and therefore did not have the physical

capacity to procreate a child.

BRENNAN: A woman with a baby,

and I was that threatening to them.

"If he'd said," I can't do this,

but let me help

because I can be practical here,"

that would have been...

made for so much.

But it almost seemed that the point

was to be out of integrity.

NARRATOR: When a court-ordered DNA test

proved Jobs's paternity,

he stopped fighting Chrisann

in court.

She was on welfare at the time,

so Jobs reluctantly agreed to pay

$500 a month in child support.

When Apple went public,

he was worth nearly $200 million.

KOTTKE: Steve is so hugely successful,

and yet he treated

so many people so badly.

How much of an asshole

do you have to be to be successful?

What is the moral of the story here?

COMPUTER: Hello. I am Macintosh.

It is with considerable pride

that I introduce a man

who's been like a father to me.

Steve Jobs.

(CHEERS AND APPLAUSE)

BRENNAN: He didn't know

what real connection was.

So he was a part of the technology

that connected the world.

Does that make sense?

He made up another kind of connection.

(CHEERS AND APPLAUSE)

You know,

I didn't sleep a wink last night.

There's a version of Steve Jobs

presenting the iPhone

where you can see his own feeling

of "I love this object."

Isn't this awesome?

His stuff was beloved,

but it wasn't that he was beloved.

He wasn't a nice guy.

First, he had a reputation

as a womanizer,

and then he had a reputation

as sort of not caring about anybody

and as being kind of a tough guy.

People are not connected to him

because of his character.

That is not people's connection to him.

In Be Here Now by Ram Dass,

one of the memories I still have

after all these years

was when someone goes into

a state of enlightenment...

but they do it while

they're still attached to their ego...

They call that, as I recall him

saying it, "the golden chain."

And that's what I feel

happened to Steve.

He went into magnificence

and into enlightenment, but he...

He just...

He blew it.

(CHUCKLES)

NARRATOR: Steve Jobs blew it?

How many people in the world

believe that?

He made products everyone loved.

He was the computer era's

most successful entrepreneur.

How could anyone think he blew it?

MAN 1: The entrepreneur's a person

who wants to shake things up,

who wants to change things,

who sees a better way of doing that.

But he or she tends to be

a royal pain in the neck.

MAN 2: Apple computer has sued

its co-founder and former chairman,

Steven Jobs, to stop him

from starting a rival company.

Jobs quit Apple last week in a bitter

fight with his board and management.

MAN 3: So, Apple is reorganizing.

John Sculley is taking control

from Steven Jobs.

MAN 4: Tell us about your departure

from Apple.

Oh, it was very painful. I'm not even

sure I want to talk about it. Um...

What can I say? I hired the wrong guy.

- That was Sculley?

- Yeah.

And... he destroyed everything

I'd spent ten years working for.

MAN: What did you do

after you left Apple in 1985?

I started two companies.

One was started

by buying the computer-graphics

division of Lucasfilm.

We christened it Pixar.

Pixar was acquired by Disney.

I'm on the board of directors

of the Walt Disney Company.

And the other was called NeXT.

PRODUCER: From having left

or been bounced from Apple,

did he have a kind of a chip

on his shoulder?

Was there some...

Was this Steve in the wilderness?

I don't think he felt he was

in the wilderness at all.

I think he felt he was on a path.

He was on a mission.

Where are we going to?

MAN: In 1986, after he had left Apple

and was in the process

of starting this new company,

"Esquire" convinced him to

give a journalist a week of his time.

So, I basically spent that week

with him,

talked to him a lot, went to dinner,

sat in on meetings,

and got to see Jobs as he was

at that moment in his life.

MAN: But, I mean, I agree that...

Let me back up a bit.

So, somebody's got to say,

"Here's what we can do,

and we can make it happen,

and here's the level of thing

we can ship in 16 months."

And what I hear him saying is,

"Well, anything more than

a port of Mac author, forget it."

And boy, that just makes me smoke.

NOCERA: If he was in a meeting

and somebody said,

"Here's a great idea," and put the idea

out there and he didn't like it,

he'd just chop the person

into mincemeat.

MAN: The problem I've got, though,

is one,

will everybody believe

that the stake is in fact in the ground,

and, secondly,

when software comes back

and says what they can do

by summer or spring of '87,

will they be telling us the truth?

Well, George, I can't change the world,

you know.

What do you want me to do?

What's the solution?

WOMAN: But you see,

what we can learn is...

What I want is probably irrelevant.

I mean,

there are certain realities here,

both psychological and market,

that are going to come into play,

in my own personal judgment.

And I think this is a window

that we've got. We've been given it.

And thank God we've been given it.

Nobody else has done this.

It's a wonderful window.

We have 18 months.

NOCERA: The article was about people

who are maniacal about work.

And Steve Jobs was the most maniacal

person I could think of,

which is why I wanted

to write about him.

PRODUCER: You made the connection

in that first piece a bunch of times,

you know, the monk among priests.

What was the relationship

between that extreme

of working 24/7

and that monastic life?

I mean, he did seem to have

that rather interesting dedication.

OK, so, a monomaniacal commitment

to something

is something

that most people don't have.

And that, like the monk, requires you

to kind of shed extraneous things,

and Steve Jobs absolutely,

positively had that.

NARRATOR: Jobs talked about

becoming a monk

at this remote Zen temple

where Kobun Chino had studied.

(BELL RINGING)

NARRATOR: I wonder what he liked

about the idea of it.

Was it the discipline of the monks?

Their unwavering focus?

(MONKS CHANTING)

NARRATOR: In meditation, Jobs loved

inspecting his own mind

and changing the way it worked.

He focused on the spirit of things

and sought perfection

in the machines he made.

But Kobun thought

Jobs was missing the point.

A search for perfection

would never bring him peace

or harmony with those around him.

But maybe harmony is

what Jobs was looking for in Japan.

He went there dozens of times,

and not just for business.

He stayed in fancy hotels,

not Zen temples,

but right to the end,

he kept going back.

After he met and later married

Laurene Powell,

he would take three

of his four children there,

including Lisa.

Jobs's relationship with Lisa

remained full of conflict,

but a few years before Jobs's death,

Lisa wrote about a moment of peace.

WOMAN: I didn't live with him, but he

would stop by our house some days,

a deity among us for

a few tingly moments or hours.

He was a more extreme vegetarian

than my mother and I

and sharp-focused.

One day, he spit out a mouthful of soup

after hearing it contained butter.

With him, one ate a variety of salads.

He believed that great harvests

came from arid sources.

Pleasure from restraint.

He knew the equations

that most people didn't know.

Things led to their opposites.

But once, he took me with him

on a business trip to Tokyo

where we went to a sushi bar

in the basement of the Okura hotel

with its high ceilings and low couches,

like a Hitchcock set.

He ordered great trays of unagi sushi,

cooked eel on rice.

He ordered too many pieces, knowing

we wouldn't be able to finish them,

but that we didn't want

to feel they would run out.

It was the first time I'd felt,

with him,

so relaxed and content

over those trays of meat.

The excess, the permission and warmth

after the cold salads

meant a once inaccessible space

had opened.

He was less rigid with himself,

even human under the great ceilings

with the little chairs,

with the meat and me.

But the event was not self-sustaining.

We went back home to salads.

They satisfied me less

now that I knew the alternative.

- MAN: What eventually happened to NeXT?

- Apple purchased it.

- OK, when?

- I believe 1997.

JOBS: When Apple bought NeXT,

Apple was pretty messed up.

It was pretty easy to see.

Apple Computer,

a pioneer in the personal computers

and software business,

has fallen on hard times.

MAN 1: Over a three-month period,

Apple's profits plunged

by more than $50 million.

MAN 2: With big losses in the last

quarter, with profit margins shrinking,

Apple seems destined for a takeover.

MAN 3: Steve Jobs co-founded Apple

with Steve Wozniak,

and on Friday,

Apple went to the well once again,

bringing Jobs back as a consultant,

writing one

of the most unlikely chapters ever

in the lore that is Silicon Valley.

Steve.

(APPLAUSE)

MAN: I joined the company

in February '97.

After a couple of days there,

I was in complete shock.

The company was close to bankruptcy,

and it was total chaos.

The NeXT acquisition

had just occurred,

and there were major changes

going on.

And Steve was involved at that point

in time, but on the margins.

I haven't been back here

in over ten years,

so, yeah, it's an interesting feeling.

It's a little strange,

but not too strange.

RUBINSTEIN: At some point in time,

the process was started

to look for a full-time CEO.

And at that point in time,

Steve got much more involved.

Now, he still wasn't the CEO.

I don't think he was 100% sure

the company was savable yet,

and so I think he was

hedging his bets a little bit.

He had to make a decision whether he

really wanted to take on that role

because being CEO of Apple

is an all-consuming role,

and I'm not sure Steve thought

that that's something

that he wanted to do for what

turned out to be the rest of his life.

JOBS: I took the title of Interim CEO

and agreed to come back for 90 days

to help recruit a full-time CEO.

MAN: How did that recruitment effort go?

I failed.

RUBINSTEIN: You know, the real hero

of that early part of the story

is Fred Anderson.

Fred restructured the company

financially

and bought us the time to build

the foundation for today's Apple.

And then Fred even had an impact

on the product strategy

because when Steve came back,

the first major project we

started was a network computer.

That was kind of the rage at the time,

but it wasn't a consumer product at all.

Fred kept going,

"You know, wait a minute,

we got to have a consumer product."

"You guys have to focus

on a low-end Mac

because that's what's going to

turn the company around."

So, the executive team and Steve

decided that we would switch

from doing the network computer

and make that the iMac.

There you go, right here.

Can you see it?

♪ She comes in colors everywhere

In the world of computers,

it's kill or be killed.

And the original whiz kid was thought

to be dying an early death.

We went for colors that really expressed

the spirit of the machine.

And that is... you know,

it's powerful, but fun.

JOBS: And the first thing

I thought I'd do is give you an update.

We've managed to go from losing

a billion dollars the year before

to actually making over $200 million

during the first three quarters.

Boy, what a difference a year makes.

(CHUCKLES)

Guess what? Mac is back.

♪ She comes in colors everywhere

♪ She combs her hair

♪ She's like a rainbow

He was the kind of person that

could convince himself of things

that weren't necessarily true.

He could go to people

and ask them to do something

that they thought was impossible.

RUBINSTEIN: Steve did create

reality distortion around him.

You know, if he told you

the sky was green, for a while,

you'd kind of go, "Yeah, OK.

Yeah, the sky's green."

To me... marketing is about values.

This is a very complicated world.

It's a very noisy world.

And we're not going to get a chance

to get people to remember much

about us. No company is.

And so, we have to be really clear

on what we want them to know

about us.

Our customers want to know

who is Apple

and what is it that we stand for.

What we have is something

that I am...

I am very moved by.

MAN: Here's to the crazy ones.

NARRATOR: Jobs was so moved

by the ad he'd commissioned

that he produced a version where

he did the voiceover himself.

MAN & JOBS:

The round pegs in the square holes.

JOBS: The ones

who see things differently.

They're not fond of rules, and they

have no respect for the status quo.

You can quote them, disagree with them,

glorify or vilify them.

About the only thing

you can't do is ignore them

because they change things.

While some may see them

as the crazy ones, we see genius.

Because the people who are crazy enough

to think they can change the world...

are the ones who do.

It honors those people

who have changed the world.

Some of them are living,

some of them are not.

But the ones that aren't, you know

that if they ever used a computer,

it would have been a Mac.

(LAUGHTER)

(APPLAUSE)

The theme of the campaign is

"Think different."

NARRATOR: Think different.

In one brilliant, ungrammatical phrase,

Jobs told a story of rebellion,

the triumph of the iconoclastic genius.

With "Think different," was Jobs

trying to frame his own story?

More than a CEO,

he positioned himself as an oracle,

a man who could tell the future

of technology.

RUBINSTEIN: You know, a lot of times,

great products are sort of convergence

of the right set of technologies.

And Steve was brilliant

at getting to a fork in the road

and choosing the right fork.

We got a chance to play

with a variety of music players,

and they sucked.

So, we decided, Steve said,

you know, "Go build a music player."

So, I assembled a small team to take

a look at what it would take to do it,

and the conclusion was the technology

really wasn't ready yet.

Then in February of 2001,

the Toshiba guys brought out

the 1.8-inch hard drive.

So, as soon as I saw that I go,

"That's what we need

to build the iPod."

So, I went to Steve, and I go,

"OK, I know how to do it now."

"I need $10 million."

And Steve goes, "OK,

I'll write you a $10 million check."

I went to Fred to make sure

the check wouldn't bounce,

and Fred said, "Yeah, you know, go."

And so I started ramping the team up,

and, you know, we delivered

the iPod later that year.

♪ One, two, three, four

♪ Tell me that you love me more

♪ Sleepless long nights

♪ That is what my youth was for

♪ Oh, oh, oh

♪ You're changing your heart

♪ Oh, oh, oh

♪ You know who you are

♪ One, two, three, four

♪ Tell me that you love me more

♪ Sleepless long nights

♪ That is what my youth was for

♪ Oh, teenage hopes

NARRATOR: Jobs's genius

was how he sold the iPod.

It wasn't a machine for you.

It was you.

JOBS: People sometimes forget

that they're very unique

and that they have very unique

feelings and perspectives.

You know,

the whole computer industry

wants to forget about the humanist side

and just focus on the technology,

but we think there's

a whole other side to the coin,

which is what do you do

with these things?

Can we do more than just spreadsheets

and word processors?

Can we help you express yourself

in richer ways?

JOBS: Apple at the core, its core value,

is that we believe

that people with passion

can change the world for the better.

That's what we believe.

PRODUCER: Steve talks a lot

about the values of the company.

And said that Apple was a company

that was designed

to make the world a better place.

Was that a heartfelt thing for Steve?

I believe it was

a heartfelt thing for Steve.

I think that he did want to make

the world a better place.

I think that he felt

by delivering great products

that were easy to use and beautiful,

that it would

make people's lives better.

NARRATOR: Is that enough?

Is making and selling products,

even if they're good,

even if they're the best, enough

to make the world a better place?

MAN: Apple's a business.

And we've somehow attached

this emotion to a business,

which is just there to make money

for its shareholders, right?

That's all it is. Nothing more.

You know, creating that association

was probably one of Steve's

greatest accomplishments.

- PRODUCER: It's queued up to play.

- Awesome.

("MARIMBA" RINGTONE PLAYS)

I remember at this point, when the music

plays in the beginning,

there's just this energy, right?

You have on the one side

this huge bank of photographers,

and I remember

looking at all these guys

with their cameras trained on Steve,

thinking,

"You guys have no idea

what's about to happen."

And to be fair, neither did we.

(CHEERS AND APPLAUSE)

Thank you for coming.

We're going to make some history

together today.

GRIGNON: Any time

you see an Apple event,

know that there's a team of people

in the audience who are just sick.

(CHEERS AND APPLAUSE)

JOBS: We are calling it "iPhone."

(CHEERS AND APPLAUSE)

Today... Today,

Apple is going to reinvent the phone.

And so, rather than talk about this

some more, let me show it to you.

GRIGNON: So, if you're giving a demo,

and you deviate off the script,

well, lots of bad things

can go wrong.

When Steve comes up with,

"Here's what I want to show,"

everything is dissected.

The message that he's trying to say

is then dissected

into very specific actions.

JOBS: And let me go ahead and get

that picture within picture up.

I'm going to go ahead and just push

the "sleep wake" button.

There we go, right there.

And to unlock the phone, I just take

my finger and slide it across.

All right, you want to see that again?

(CHEERS AND APPLAUSE)

GRIGNON: So, he's got, you know,

several discrete parts of the demo.

We had a flask of Scotch with us,

and after every little part,

the person who was responsible for

that portion, you know, took a hit.

JOBS: I want to make a call to Jony Ive.

I can just push here,

and I see Jony Ive's contacts

with all his information.

The Jony Ive call, oh, my God.

There's all sorts of ways that

this could have gone sideways.

- Hey, Jony, how you doing?

- I'm good. How you doing?

Well, it's been two-and-a-half years,

and I can't tell you how thrilled I am

to make the first public phone call

with iPhone.

(CHEERS AND APPLAUSE)

He goes to the music.

Let's go into Dylan here.

Let's play Like a Rolling Stone.

(MUSIC PLAYS)

He gets the web browser up there.

I want to show you Safari

running on a mobile device.

So, let's go to the web. Boom.

- (CHEERS AND APPLAUSE)

- Unbelievable.

And then at the end,

he has that moment

where he swizzles it all together.

At the end, where he orders thousands

of lattes from some, you know,

poor woman at a Starbucks

down the road.

WOMAN: Good morning. This is Starbucks

and how can I help you?

Yes, I'd liked to order

4,000 lattes to go, please.

- (LAUGHTER)

- No, just kidding.

- Wrong number. Thank you. Bye-bye.

- (CHEERS AND APPLAUSE)

OK.

As soon as the demo was over,

we left.

And we just turned San Francisco

into a... It was a shit show.

That was a night to remember.

Man, you just had this release

of years of anxiety.

And then we got up tomorrow,

the next day, and did it all over again.

And we had to finish the product

at this point.

And that was tough,

especially with a raging hangover,

but it was a lot of fun.

(LAUGHS)

The biggest thing he made was

the iPhone, definitely.

He made the iPhone,

which shocked the world

with its touch screen and stuff.

MAN: So, what are we down to?

13 minutes and...

Whoo-hoo!

- It's go time!

- Oh, yeah.

- Oh, yeah. Swipe to unlock.

- Sweet!

♪ All my life

♪ Is changing every day

MAN: There she is.

♪ In every possible way

iPhone's been shipping

for exactly 200 days today.

And I'm extraordinarily pleased

to report

that we have sold

four million iPhones to date.

(CHEERS AND APPLAUSE)

♪ Never quite as it seems

♪ And then I open up and see

♪ The person falling here is me

Today we're introducing

the iPhone 3G.

(CHEERS AND APPLAUSE)

In a little over two years,

we have sold 30 million iPhones.

(CHEERS AND APPLAUSE)

MAN: And with a swipe,

you have changed your life.

Yes!

- How may I help you?

- IPhone 4. Where is the iPhone 4?

Oh, I'm very sorry,

but we are currently sold out.

However, we did finally get

some more HTC Evos in.

What? What is that?

Is it an iPhone?

No, it is that 4G phone on Sprint.

If it's not an iPhone,

why would I want it?

Well, it's similar to an iPhone,

but has a bigger screen.

I don't care.

The internet speeds

are around three times faster.

- I don't care.

- It fucking prints money.

- I don't care.

- It can grant up to three wishes.

Even if one of those wishes

is for an iPhone.

- I don't care about any of that.

- OK, fine.

Then what the hell entices you

about the iPhone 4,

if you don't mind me asking?

It is an iPhone.

TURKLE: I remember the first set of

people I interviewed about the iPhone.

I've been interviewing people

about their computers

for, you know, decades.

I've never seen this kind of connection

before with an object.

In the beginning,

the impulse was to sit you down

and to show you everything

on their iPhone.

As time's gone on,

there's been less of that

and more of what I call

the "alone together phenomenon."

It has turned out to be

an isolating technology.

PRODUCER: Did you ever see

that Wim Wenders film,

"Until the End of the World"?

TURKLE: Yes, I love that.

People fall in love with their dreams,

and they walk around

with hoods over their head

and screens in front of them,

fascinated by their dreams.

MAN: By the time I came to rescue

Claire, the only thing she cared about

was having fresh batteries

for her video monitor.

TURKLE: It's a little bit like that.

It's a dream machine,

and you become fascinated

by the world that you can find

on these screens.

And the face of that technology

was Steve Jobs.

MAN: What would you say about

the responsibilities of power

once you've achieved

a certain level of success?

Power? What is that?

♪ Your daddy, he's an outlaw

WOMAN: He found a loophole

where if you lease a car,

you have a six-month grace period

to put license plates on.

And so he leased the same car

every six months,

to avoid putting license plates

at all.

I think he told people

that it's because he didn't

want people to identify him.

Well, there's nothing more identifiable

than a silver Mercedes

with no license plate.

I mean, it screams "Steve Jobs"

in the Valley.

MAN: Riding to work with Steve Jobs.

Riding to work

with the good ol' Stevie.

Oh, look at that,

he's in the carpool lane.

And it does give you a glimpse

of how he thought he was above the law.

♪ He oversees his kingdom

Where no stranger does intrude

♪ His voice

It trembles as he calls out

♪ For another plate of food

♪ One more cup of coffee for the road

NARRATOR: Jobs also made it a habit

to park his plateless Mercedes Benz

in handicap parking spots

around the Apple campus.

(CAMERA SHUTTER CLICKS)

NARRATOR: It even became something

of a pastime in the Valley,

to take a picture next to Steve's car.

♪ One more cup of coffee before I go

♪ To the valley below

(CAMERA SHUTTER CLICKS)

NARRATOR: He was a hero in the Valley

because he made buckets of money,

but unlike Bill Gates,

Jobs told people that giving away money

was a waste of time.

Under Jobs, Apple terminated

its philanthropic programs.

Jobs kept acting

as if Apple was a start-up,

but by 2010, it was one of the most

valuable companies in the world.

Among the rich and famous,

Jobs was a compelling character.

A counter-culture businessman.

But what were his values as a citizen?

Was he interested in power

to change the world

or the right to have power

without responsibility?

PRODUCER: There was an experience

where actually a couple of people

were fighting over you,

were they not?

- Oh, man. I went to Palm.

- Then a bunch of people went to Palm.

Yeah. Yeah.

- PRODUCER: Was Steve pissed off?

- Oh, man. Yeah.

I gave my resignation.

It went up the chain, like you do.

And just sure as hell,

like 20 minutes later,

I get a call from Steve's admin,

"Steve wants to see you."

He sits down. He just kind of sits

there, and he looks at me.

And I start to kind of launch

into my little spiel that I had planned,

and he says, "You know

you fucked up Bluetooth, right?"

I just stopped. I'm like...

And then we go through

this half-hour mind fuck.

It becomes very "Godfather" - esque.

You know, "You're part of my family,

and Apple's my family,

and you don't want to leave my family."

And at the end, he says,

"If you choose to leave my family,"

should you decide to take so much

as one member of my family away from me,

"I will personally take you down."

NARRATOR: To keep his family together,

Jobs was willing to let Apple bend

or even break the law.

In 2011, a class-action lawsuit

filed by more than

64,000 Silicon Valley workers

revealed that Jobs, along with

the CEOs of Google, Intel and Adobe

had colluded not to recruit

each other's employees.

If you're working there at Apple,

or wherever you're working,

you've got another company

that you might move to

and take your expertise with you

and earn more money at that company.

They won't accept your résumé.

They won't return your phone calls.

Right. Because they won't

let them poach each other.

- Correct.

- That's not a legitimate situation.

You know what some of

the strongest evidence was?

E-mails of the late, great Steve Jobs.

- Really?

- Tons of them, yes.

NARRATOR: Less than a month after

Google co-founder Sergey Brin

received this threat from Jobs,

Google circulated a "do not cold

call" list that included Apple.

Two years later, Google tried again,

and Jobs e-mailed Google CEO

Eric Schmidt

to remind him of their

gentlemen's agreement.

Schmidt placated Jobs by assuring him

that the culprit would be fired

within the hour.

When Jobs learned

that the woman had been canned,

he showed his pleasure

in two efficient keystrokes.

MAN: Someone's going to come out

of the door. Do we want a shot of that?

WOMAN 1: Are you taking a picture

of the inside?

WOMAN 2: We're taking a picture

of the Apple logo on the door.

OK, we cannot have people

taking pictures.

REPORTER: Tonight, a Wall Street scandal

has reached deep into

an iconic American company,

the Apple Corporation.

It all centers on an alleged scheme

to under-report Apple's expenses

by $40 million,

including $20 million

that went straight to the company's

celebrity CEO Steve Jobs,

in the form of what are known

as backdated options.

I first met Steve Jobs shortly after

I became editor of Fortune magazine.

"And I said," Listen, we'd love to have

a good relationship with Apple

and do stories about you."

And he said, "Look,

this is how it's going to work."

"You know,

you want to do a story about us,

you call us up, propose it,

you know, we'll think about it."

"We'll basically

come up with the ideas with you,"

or come up with the ideas,

we'll call you,

"we'll figure out who the writer is going

to be on your staff to do the story."

And I said, "Well, you know, Steve,

that's not really how we do things."

And he goes, "That's how

you do things with Apple."

So I say to myself,

"Why don't we do a story

about the stock options?"

"Because no one's

really figured it out."

So, I decided to put one of our top

investigative reporters on the story,

Peter Elkind.

Steve Jobs had a very talented group

of key lieutenants around him.

And he wanted give his people stock

option grants that were so big,

that they wouldn't even think about

going somewhere else

because the upside was so enormous.

The key thing is if the stock goes up,

which we always hope it does,

then the golden handcuffs are

dramatically increased,

which is what I was hoping

would happen.

NARRATOR: To make those option deals

even sweeter,

companies would allow executives

to buy stock on dates in the past

when the price was low

so executives could make

millions in the blink of an eye.

This was called "backdating."

And it seemed like

the perfect solution,

except for one thing.

If not properly reported,

backdating is illegal.

200 US public companies

are under investigation

over charges of backdated stock options

for their senior executives.

NARRATOR: Backdating was a dicey game,

and it landed several executives

in jail for fraud,

but it became a frequent practice

at Apple under Jobs.

ELKIND: Apple eventually conducted

an internal investigation

and found thousands of cases

where stock options had been

handled inappropriately.

None of that had taken place

according to the company's own report

before Steve Jobs had returned there.

A key advisor on many of

the troubled backdating schemes

was a powerful Silicon Valley attorney,

Larry Sonsini.

ELKIND: Larry Sonsini had kind of

spread this dark art

in the world of Silicon Valley.

He's the guy who whispered to the CEOs

of all the top tech companies,

"Here's how you can do this."

He was certainly very close

to Steve Jobs.

NARRATOR: Sonsini had known Jobs

since Apple went public in 1980

and had been a board member at Pixar

when it created a vast program

of brazenly backdated options

for top executives.

Yet despite Jobs's long history

with backdating,

Apple's own investigation,

led by Al Gore,

absolved Jobs of any wrongdoing.

ELKIND: Their conclusion was that

Steve Jobs didn't appreciate

the accounting implications

of the issue.

MAN: I know you're not an accountant,

but do you have an understanding

as to what generally accepted

accounting principles are?

Not really.

NARRATOR: Jobs's accounting naiveté

would be challenged by

his own CFO, Fred Anderson.

A hero during Apple's comeback,

Anderson was one exec who

took the fall for backdating.

MAN: As Apple's chief financial officer,

Mr Anderson,

you had overall responsibility

to ensure that the company

complied with all financial

reporting requirements, true?

On advice of council,

I decline to answer based

on my Fifth Amendment rights.

NARRATOR: When the SEC investigated,

Apple effectively

threw Anderson under the bus.

He was forced to resign

from Apple's board

and to pay $3.6 million in penalties.

But in a very unusual statement,

Anderson's lawyer made it clear

that Fred had relied on statements

by Jobs that turned out to be false

and that Anderson had explained

the dangers of backdating to Jobs.

Now, this contradicted exactly what

Jobs and the company had maintained

which was that Steve Jobs didn't

appreciate why this was a problem.

ELKIND: I think the notion

that Steve Jobs knew nothing

and Fred Anderson and Nancy Heinen

were entirely responsible

is ridiculous.

REPORTER: The company has confirmed

that Jobs himself

was awarded backdated options

that carried a false date

in October 2001.

According to Apple's own report

to the SEC,

"The award was" improperly recorded

as occurring at a special board meeting

when in fact such a board meeting

did not occur."

NARRATOR: A fictitious board meeting

that awarded Jobs 7.5 million options.

Just what was going on?

At first, all fingers pointed

to another member

of the Apple comeback team,

General Counsel Nancy Heinen,

who had certified the minutes

of the phony board meeting.

Like Anderson,

Heinen would settle with the SEC

without admitting or denying guilt.

But her silence raised questions.

Would she have just decided on her own

to fake a board meeting

in order to enrich Steve Jobs?

Who wanted this done?

As we've seen in the discussions

of the past hour,

I spent a lot of time trying

to take care of people at Apple

and to, you know,

surprise and delight them

with what a career at Apple

could mean to them and their families.

And I felt that the board wasn't

really doing the same with me.

- MAN: Right.

- So I was...

hurt, I suppose would be

the most accurate word.

I'd been working, you know,

I don't know,

four years, five years of my life,

and not seeing my family

very much and stuff.

And I just felt like

there's nobody looking out

for me here, you know?

Right. OK.

So, I wanted them to do something,

and so we talked about it.

NOCERA: There's no question that

the directives came from him.

Yet, when the SEC investigated,

it was as if he was immune.

I'd wished they'd have come to me

and said,

"Steve, we've got this new grant

for you,"

without me having to suggest anything

or be involved in anything

or negotiate anything.

That would have been much better

from the company's point of view

because it would have made me

feel better at that time.

NARRATOR: According to one analyst,

if Jobs had gone to jail

for backdating,

the company's value would have

dropped by $22 billion.

But Jobs was Apple's indispensable man,

and Apple, Silicon Valley's

indispensable company.

A cornerstone

of the entire American economy.

But just how American was Apple?

(GAVEL BANGING)

MAN: Do you swear that the testimony

you're about to give will be...

NARRATOR: When the US Senate

questioned Jobs's successor,

Tim Cook,

about the company's tax practices,

many of the subcommittee members

took a moment to state,

for the record, just how tough

they were willing to be.

I love Apple, and I'm very proud

of Apple as an American company.

Apple is an American success story.

Its products are justifiably well-known

and used throughout the world.

Just like millions around the world,

I carry an iPhone in my pocket.

What may not be so well-known

is that Apple also has a highly

developed tax-avoidance system,

a system through which it has

amassed more than $100 billion

in off-shore cash in a tax haven.

(IRISH MUSIC PLAYING)

NARRATOR: Apple found its tax haven

in the green fields of Ireland

where Jobs and his team set up

holding companies in the early 1980s.

The scheme is known as

a "Double Irish".

REPORTER: Holly Hill industrial estate

can scarcely be compared

to California's Silicon Valley.

There is the feeling that Apple of Cork

may become something of a Silicon Hill.

NARRATOR: Today, Apple holds more than

$137 billion of its profits overseas.

Much of it in two small Irish

companies, one with no employees.

While the actual cash is held

and invested by New York banks,

the paper profits are steered

through an office park in Reno, Nevada,

and then back to the Emerald Isle

where it's taxed at rates less than 1%.

Senator, we're proud

that all of our R&D,

or the vast majority of it,

is in the United States.

LEVIN: I know, but the profits that

result from it are sitting in Ireland

in corporations that you control

that don't pay taxes.

Part of the mythology

of these new companies

was that they in some way reflected

something about America.

Both Google and Apple

have played on the idea

of political virtue as part

of selling their company.

So then to find out they weren't about

political virtue is distressing.

NARRATOR: Steve Jobs said he wanted

to change the world, but into what?

Companies all over the world

make choices on how to treat workers,

what to give back

and where to put their money.

What were Steve's choices?

In meditation, he found simplicity.

He loved the idea of "Be Here Now."

But where was "here?"

STEWARDESS: Ladies and gentlemen,

we have just landed

at Beijing International Airport.

KANE: I thought it was important

to cover China

because Apple has

all of its products made there.

I mean,

they design their own products,

but the manufacturing is done in China,

and so it's caught up in another

country's industrial revolution.

And a lot of that is

out of Apple's control.

(INDISTINCT CHATTER)

(SIREN WAILS)

NARRATOR: Four workers died

and 77 were wounded

in explosions

at two Apple supplier factories

caused by careless safety procedures.

The solvents used to sparkle

Apple's touch screens

were powerful but dangerous,

causing nerve damage

that led to weakness

and loss of touch in workers.

They complained about low wages

and pressure to meet Apple's deadlines.

In the Chinese factories

of many tech companies,

copper, chromium

and other heavy metals

saturate the run-off that flows

into local waterways.

Sometimes chemical levels

are so high

that sewage treatment plants

can't adequately clean the water

for it ever to be used again.

In 2010, Chinese activist Ma Jun

contacted all the tech manufacturers

to discuss the issue

and even wrote to Jobs personally.

All the companies ultimately responded

except one. Apple.

It wasn't until Jobs left the company

that Apple even agreed

to speak to Ma Jun.

KANE: Foxconn is Apple's top supplier,

so it all goes downhill from there

in terms of the standards,

in terms of everything.

These young people

come from the countryside

under unimaginably poor conditions,

looking for a better life.

NARRATOR: Sun Danyong, nicknamed Yong,

came to Foxconn

from a small mountain village.

Placed in the product

communications department,

he was responsible for the security

of iPhone prototypes

bound for Apple's headquarters

in Silicon Valley.

In 2009, an iPhone 4 prototype

went missing on Yong's watch.

KANE: Sun Danyong was

the first factory worker

who came under the spotlight.

What makes his story incredibly vivid

is that in today's day and age,

there's CCTV cameras recording

where his movements were.

He had a conversation with his friends

on the Chinese Twitter site,

and you could really track

what had happened.

NARRATOR: Yong searched

high and low for the prototype

before reporting it missing

to Foxconn security.

That evening, officials took him

into an interrogation room

where he was assaulted

and was told police would arrive

the next morning to question him.

Yong was finally permitted

to leave the factory at 10:41pm.

He wandered to an internet cafe

where he chatted online

with his friends.

He logged off

around 1:30 in the morning.

Soon after, security cameras

spotted him in an elevator

in his apartment complex.

He got out on the 12th floor

and texted his girlfriend.

At 3:33am, security cameras recorded

Sun Danyong jumping to his death.

KANE: Over a period of two years or so,

there were 18 suicides.

Foxconn set up these nets

to catch people who fall off.

People were jumping

off of the buildings,

so they were going to

prevent people from dying

by having safety nets to catch them.

You know, they've had,

if you count the attempted suicides,

13 so far this year.

And while that is still...

They have 400,000 people at this place.

So, 13 out of 400,000

is 26 per year so far.

For 400,000 people or, you know,

let's say seven per 100,000 people,

that's still under the US suicide rate

of 11 per 100,000 people,

but it's really troubling.

WOMAN: Right. It's in one place, too.

Well, you measure it

by number of people.

You measure it by numbers of people.

So, we're all over this.

And it's... It's very troubling.

So, we're over there trying

to understand what's happening,

and more importantly,

trying to understand how we can help.

NARRATOR: Apple isn't the only company

to manufacture in China,

but it is different in one way.

Its enormous profit margin.

The profit on every iPhone 4

was over $300.

Yet Apple paid its Chinese workforce

less than $12 per phone.

If Jobs had really "thought different,"

shouldn't he have cared more

about the people

who touched the iPhones

before they appeared in

the hands of Apple's customers?

NOCERA: When I was writing

critical stories about Apple,

the mail would be 80% hate mail.

Even the most reasoned,

judicious criticism

about labor practices in China,

for crying out loud, it didn't matter.

People didn't want to hear it.

They loved this company.

They loved its products.

They loved the status symbol

of having these things in their hand

and looking at it all the time,

and it just felt cool,

and they'd stood in line for two days

to buy one,

and they didn't want to hear it.

NARRATOR: I was one of those people

who had to have an iPhone.

I didn't want

to hear about other products,

and I believed against all reason

that owning an iPhone made me

part of something better.

And when it was in my pocket,

for every idle moment,

my hand was drawn to it,

like Frodo's hand to the ring.

NOCERA: The real magic of it

is that these myths

are surrounding a company

that makes phones.

A phone is not a mythical device.

Um...

And it sort of makes you wonder

less about Apple than about us.

NOCERA: The myth-making

around technology in general

allows the technologist to do things

that would be viewed as heinous

if they were done

by other kinds of companies.

JOBS: This is a story that's amazing.

It's got theft, it's got buying

stolen property, it's got extortion.

I'm sure there's sex

in there somewhere, you know?

- (LAUGHTER)

- MAN: Really?

So somebody should make

a movie out of this.

NARRATOR: If you were to make a movie

about it,

the first scene would be set in

a beer garden in Silicon Valley.

As he swilled a few steins of Pilsner,

Apple's Gray Powell was testing out

a new iPhone prototype.

But when Powell staggered

out of the bar, he forgot one thing.

The iPhone.

It was found on a bar stool

by a college student named Brian Hogan.

MAN: And this e-mail

comes into our tip box,

and there was this guy claiming

that he had this new iPhone prototype.

Getting inside Apple's security fort,

and look at something

that is under wrap.

But back then, when Steve Jobs was

at the helm and in his full power,

it was impossible

to get anything from them.

It was incredibly exciting.

At that point, Apple didn't have

a whole lot of leaks.

And then I go to Nick and I say,

"We think it's the real thing,

and they want their money."

And Nick said, "Anything you want."

For us, there's no question

as to whether we write the story or not.

That's what was so disturbing,

I think, to Steve Jobs,

was that he'd been used to having

a much more controlled

relationship with the press.

Our plan was to take pictures of it,

write about it,

and then return it back to Apple.

Hey, I'm Jason Chen.

This is the new iPhone.

Here are some of the new features.

DIAZ: In the beginning, it was OK.

Only nerds looking at it, I guess.

And then the story

started to pick up.

(MOUSE CLICKING)

You know, it was the biggest

scoop in tech in history.

("MARIMBA" RINGTONE PLAYS)

"Hi, this is Steve Jobs.

I want my phone back."

And it was

in a really charming voice.

And it's same way you'd ask for,

you know, a hat you'd lent a friend.

I'd met him a couple of times before.

It was his voice, unmistakably.

He said, "You know, I'm not mad at you."

"It's someone we worked with

who lost it."

"But you've had your fun,

and we need this phone back

before it gets into the wrong hands."

And at that point, I was thinking,

"Isn't it already in the wrong hands?"

Nick at that moment said,

"Ask for a letter."

"Ask for an official letter

asking for it."

"We need the actual confirmation

that this is the real thing."

LAM: The next call,

he said he didn't want to claim it.

He really changed his tone

at that point,

because it would affect

the sales of the current model,

which is kind of disappointing,

you know?

You hear all these stories about

this guy not caring about money.

And he goes,

"This is some serious shit."

"If I have to serve you papers,

I'm coming for something,

and it's going to mean someone in your

organization is going to go to jail."

For a reporter who's got a chip

on his shoulder against corporations,

that's like,

"Martyr me. Please, martyr me."

"I'll go to jail for an iPhone.

Like, really."

He called back later and he said,

"OK, we'll get you the letter,"

and he was just resigned and cold.

DIAZ: So, they sent us the letter,

and they sent a lawyer from Apple

to Jason's house to pick up the phone.

It was a very cold exchange.

He said, "I believe you have

something of mine," or something.

And I handed it to him, and he said,

"Thank you very much," and he left.

PRODUCER: Was that the end of it,

as far as Apple was concerned?

No, of course not.

(CHUCKLES)

Then all the nightmares started.

(SPEAKING IN KOREAN)

(LAUGHTER)

(CHEERS AND APPLAUSE)

The cops had to bash in the guy's door?

Don't they know there's an app for that?

DENTON: Anyone who'd worked

with Jobs before

would know of other instances

where he'd been a bully.

But this was probably

the most public evidence of bullying.

CHEN: My wife and I went out for dinner.

We came back home,

and we noticed the garage door

was slightly opened.

You know, and I was wondering,

"What's going on?"

And I opened it all the way,

and I noticed there were people inside.

And I thought, you know,

"Holy crap, I'm being robbed."

And then I looked closer

and realized it was cops.

NARRATOR: The cops seized boxes

of Chen's personal property

including four computers,

two cellphones

and a box of his business cards.

For the Gizmodo movie, this raised

questions of plot and motivation.

Why break down Chen's door

after he returned the iPhone?

CHEN: They showed me the warrant

to search the premises and said,

"We're part of the REACT team."

After they searched the house,

obviously I went and Googled it.

NARRATOR: The officers

who raided Chen's apartment

were part of a little-known criminal

task force called REACT,

composed of local, state

and federal officials

on the lookout for corporate espionage

in Silicon Valley.

My initial response was,

"This is cool. It's Apple."

NARRATOR: Chris Feasel

was the deputy DA

advising REACT on the case.

After the raid on Chen's apartment,

Feasel was received at Apple

by Jobs himself.

He was very, very nice,

very high-energy.

We had a back-and-forth about

what he wanted to see happen

versus what some of the realities were

about doing a prosecution.

He was very supportive about whatever

choices that we made on the case.

MAN: Where do people

come down on this?

- Where do you come down on it?

- Well, I can just tell you what...

There is an ongoing investigation

by the DA, and I'm not current on it.

He was very involved in it

and very interested in it

and wanted to be kept abreast

about what was going on

in the investigation.

NARRATOR: Jobs had every reason to

expect that he would be kept informed

because REACT wasn't

a purely government agency.

It had a steering committee

composed of many of the major

companies in the Valley.

In a town so completely dominated

by the tech industry,

had law enforcement become the muscle

for the largest corporations

in the world?

FEASEL: He was very, very adamant

and very passionate about his creation.

And the only analogy I can think of is

if somebody stole your baby,

you would be very upset about it.

That's how Mr Jobs felt.

Somebody had taken his baby.

NARRATOR: In spite of pressure

from Apple,

the DA decided

not to pursue the charges against Chen

because he hadn't received

stolen property.

He was a journalist doing a story.

When this whole thing

with Gizmodo happened,

I got a lot of advice

from people that said,

"You shouldn't go after a journalist

because they bought stolen property,

and they tried to extort you.

You should let it slide."

"Apple's a big company now.

You don't want the PR."

"You should let it slide."

And I thought deeply about this,

and I ended up concluding

that the worst thing

that could possibly happen

as we get big and we get

a little more influence in the world,

is if we change our core values

and start letting it slide.

I can't do that. I'd rather quit.

NARRATOR: What values

was Jobs talking about?

When Apple was taking on IBM,

it was David versus Goliath.

But when Apple became Goliath,

to whom was Jobs giving the finger?

DIAZ: The sad thing is that how many

months did he have left after that?

This was a guy who knew,

who knew at the time,

he was dying, and he dedicated,

what, ten minutes of his life

to talk about these guys

who found a phone in a bar

and then published a story about it?

Isn't that a little bit strange?

(APPLAUSE)

JOBS: My third story is about death.

About a year ago,

I was diagnosed with cancer.

I had a scan at 7:30 in the morning,

and it clearly showed

a tumor on my pancreas.

I didn't even know

what a pancreas was.

The doctors told me

this was almost certainly

a type of cancer that is incurable,

and that I should expect to live

no longer than three to six months.

My doctor advised me to go home

and get my affairs in order,

which is doctor's code

for "prepare to die."

It means to try and tell your kids

everything you thought you'd have

the next ten years to tell them

in just a few months.

I lived with that diagnosis all day.

Later that evening, I had a biopsy.

I was sedated, but my wife,

who was there,

told me that when they viewed the cells

under a microscope,

the doctors started crying

because it turned out to be

a very rare form of pancreatic cancer

that is curable with surgery.

I had the surgery

and, thankfully, I'm fine now.

(APPLAUSE)

ELKIND: Steve Jobs talked about

his cancer very emotionally

at the Stanford graduation ceremony

in 2005.

And he very clearly told the story

to make it sound as though

he had been diagnosed

and moved immediately to surgery,

and been cured.

That simply wasn't true.

What I found out, over a period

of months of reporting,

was that Steve Jobs actually

had been diagnosed with cancer

nine months earlier, and that

for a period of nine months,

he had refused to have the surgery

that every medical expert said

was necessary to increase

his prospects for survival.

Instead of having the surgery,

he had sought

alternative medicine approaches

to try to cure himself of cancer.

MALONE: Entrepreneurs have

an almost pathological need

to control their own fate.

They'll take any suffering

if they can just be in charge

of their destiny

and not have it

in somebody else's hands.

REPORTER: Apple's stock has been

volatile on rumors about Jobs's health.

The company's stock

was halted for a time,

then took a big hit when it re-opened

in after-hours trading.

WOMAN: Apple's share prices have dropped

with every pound

that Jobs has lost in recent months.

KANE: Apple really landed

into a dicey situation

when Steve decided

to issue a letter saying,

"Well, you know,

nothing's wrong with me."

"It's just a minor problem,"

And it wasn't a minor problem.

ELKIND: Steve Jobs made a point

of withholding from the world

that he faced this illness.

That's something

investors want to know,

because when you

bought Apple stock then,

you were buying into Steve Jobs.

He was obligated

to tell shareholders right away

about this serious illness.

KANE: You do personally

want to give Steve the privacy,

but Steve put the spotlight on him,

and you can't turn that off

just because it's inconvenient.

SERWER: After the story came out,

I saw Steve.

He started talking about Apple,

and he said,

"You know, Apple is really a company

that doesn't have any divisions."

"We don't have all this bureaucracy."

And I said, "Steve, that would be

a great story for Fortune."

And he looked at me, and he said,

"No."

"I don't think we can do that story

with you. Not now."

"Not now."

And then he said,

and the whole room went quiet,

and he said, "you know, we used to..."

"We used to really be friends

with Fortune,

I used to be friends with Fortune,

but not anymore. Not anymore."

And then I remember these tears

came out of his eyes,

and one was on his glasses,

and then one, I remember it rolling

off his cheek and hitting his shirt,

and he was just crying,

and the whole room was silent.

Apple CEO Steve Jobs today

made his first public appearance

since getting a new liver

five months ago.

REPORTER: For the first time,

the 54-year-old CEO

publicly acknowledged

the liver transplant this spring

that saved his life.

Well, I now have the liver

of a mid-20s person.

I'd like to take a moment and thank

everybody in the Apple community

for the heartfelt support I got, too.

It really meant a lot.

And I'd also like

to especially thank Tim Cook

and the entire executive team of Apple.

They really rose to the occasion

and ran the company very ably

in that difficult period.

So, thank you, guys.

Let's give them a round of applause.

(APPLAUSE)

BELLEVILLE: He loved what he did.

I do have an e-mail from him

saying that.

He said, you know,

"Both of us were fortunate," he said,

in that we loved what we did

and we were able to do it

for a long time.

And he said,

"What else could you ask for?"

We're maybe a little more experienced,

certainly more beat-up,

but the core values are the same.

I don't see why you have to change

if you get big.

JOBS: Straightforward to me.

NARRATOR: Apple was big.

By this time, one of the biggest

corporations in the world.

But each time we saw Jobs,

he seemed smaller.

As his devices got stronger,

Jobs got weaker.

It's so much more intimate

than a laptop,

and it's so much more capable

than a smartphone

with this gorgeous, large display.

MALONE: I think that a lot of the grief

at Jobs's death

was a fear that we had been

very comfortable

for the last decade in his hands.

It's phenomenal to hold the internet

in your hand.

MALONE: That he was going to keep

doing these amazing things.

Now he's gone, and there's no indication

that anyone's going to replace him.

(CHEERS AND APPLAUSE)

Welcome.

Thank you.

Thank you very much.

- It always helps...

- MAN: We love you!

- (LAUGHTER)

- Thank you.

It always helps,

and I appreciate it very much.

NARRATOR: He resigned officially

in August. Two weeks earlier,

Apple had become the highest-valued

corporation on Earth.

And thank you for coming so much.

JOBS: We've got a great week

planned for you.

JOBS: This is a field

where one does not write a principia

which holds up for 200 years

or paints a painting that'll be

looked at for centuries,

or builds a church

that will be admired

and looked at in astonishment

for centuries.

No, this is a field

where one does one's work,

and in ten years, it's obsolete

and really will not be useable

within ten or 20 years.

I mean, you can't go back

and use an Apple I,

cos there's no software for it.

In another ten years or so,

you won't be able to use an Apple II.

You won't even be able to fire it up

and see what it was like.

JOBS: It's sort of like

sediment of rocks.

You're building up a mountain,

and you get to contribute

your little layer of sedimentary rock

to make the mountain that much higher.

But no one on the surface will,

unless they have x-ray vision,

will see your sediment.

NARRATOR: In Japan, there's

an idea called "mono no aware,"

meaning "the deep awareness of things".

It celebrates the melancholy

of the passing of life

and sees more beauty in the fallen leaf

than the one on the branch.

Maybe that's what Japan held for Jobs.

The sadness of the soul

as expressed in the beauty of things.

In the end, I was left

with the same question

with which I began this journey.

"Why did so many strangers weep

for Steve Jobs?"

It's too simple to say it was

because he gave us products we love

without asking why we love them

the way we do.

It's too simple even to conclude

that we love them

because they connect us

to a wider world

and the people in our lives

that are far away,

because these machines isolate us, too.

Perhaps the contradictory nature

of our experience with these gadgets

mirrors the contradictions

in Jobs himself.

He was an artist who sought perfection,

but could never find peace.

He had the focus of a monk,

but none of the empathy.

He offered us freedom,

but only within a closed garden,

to which he held the key.

To reconcile these contradictions,

I think we have to look to the other

half of our relationship with Jobs.

To ourselves.

As Jobs wanted it,

the screen of my iPhone is dark.

A Zen landscape of the unseen.

If I stare into it, I see

an obscure reflection of myself,

but this impression

lasts just a fleeting moment

before I press the home key

and the screen lights up.

But perhaps I should spend a moment

regarding that reflection,

asking myself what, in buying

and using this product, I am doing?

What is the full nature

of my transaction

with the maker of this magical

and intimate machine?

♪ Once I wanted to be the greatest

♪ Greatest, greatest, greatest

♪ No wind or waterfall could stall me

♪ And then came the rush of the flood

♪ Stars at night turned deep to dust

♪ Melt me down into big, black armor

♪ Leave no trace of grace

Just in your honor

♪ Lower me down to culprit south

♪ Make 'em wash a space in town

♪ For the lead and the dregs of my bed

♪ I've been sleeping

♪ Lower me down

♪ Pin me in, secure the grounds

♪ For the later parade

(ENGLISH - US - SDH - BOZXPHD)