"Steve Jobs retrospective"
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CNET News Video
CNET News Video
Steve Jobs retrospective
-We're gonna make some history together today.
-Steve Jobs has made history many times and he's changed the way we communicate and are entertained.
His vision will continue to define our digital lives for many years to come and the story of his life in technology has played out in three acts.
Act one, it's 1977.
Jobs and Apple cofounder Steve Wozniak introduced the Apple II, the first successful personal computer but 1984 brought a much bigger milestone.
The first personal computer that was really personal.
-Today, for the first time ever, I'd like to let Macintosh speak for itself.
-Hello, I am Macintosh.
It sure is great too that our [unk] had Mac.
-With a graphical interface, mouse, creative software, and whimsical design, it was a completely different animal from the sterMachines coming from Microsoft and Intel.
Just as different was the TV commercial
that announced the Mac when they still talk about in the ad business today and which showed Jobs new technology sells better with a little hype.
But, none of that would be enough to hold back the juggernaut of Intel and Microsoft and the difficulties Apple faced in growing the Mac business led to Jobs being shown the door at his own company in 1985.
-I was basically fired from Apple when I was 30.
That was a difficult that when it happened but may be the best thing that ever happened to me.
Act two, shortly after Jobs ouster he founds NeXT to produce a new kind of advanced workstation computer that runs on an object-oriented software architecture which would become the basis of a dramatically new and better Mac OS years later.
Similarly telling was the design of the NeXT machine-- stylish, austere, and breaking convention.
In 1986, Jobs also acquired the graphic arts division of Lucasfilm turning it into Pixar, the studio that mainstream
animated features and can boast that its films deliver the highest average gross revenue of any studio in the film industry.
But in classic form, Act three was Jobs biggest.
He retook to him of a nearly bankrupt Apple and introduced the iMac the following year with what was the first of what we now call a Stevenotes.
-iMac comes from the marriage of the excitement of internet with the simplicity of Macintosh.
-It was the first personal computer
design around the internet.
With Bill Gates and Microsoft were to the PC era, Jobs was about to become to the internet and eventually mobile era.
We have a lot of incredible stuff to show you today.
-His presentation skills and events such as Macworld would become legendary examples of showmanship and star power in industry.
-It's really beautiful.
This is what it looks like.
-Detractors would derive Jobs hype as a reality distortion field but the iMac worked
and Apple begin to turn around.
But Jobs single biggest course changed for Apple was not a computer but the iPad.
-What is iPad?
I don't have one right here in my pocket, my friend.
There it is right there.
-Introduced in October 2001.
It was small in size, spacious in capacity, and looked good.
But more importantly, it diversified Apple away from head on competition with the Wintel computer makers while alluring away their customers when iTunes launched Windows Support
in October of 2003.
-I'm here to report to you today that this has happened.
-Apple begun to rewrite the music business.
Become a major media player.
It got its first taste of market dominance.
But in terms of financial success, nothing tops the Apple product that was built on the shoulders of the iPad.
-Today, Apple is going to reinvent the phone and we are calling it iPhone.
-But Jobs and the Apple showed an uncanny ability to once
again get the formula right, appear the originator, and make a piece of advanced technology seem simple, magical, and fashionable.
With that same DNA, the iPad arrived in April 2010.
-We would like to show to you today for the first time and we call it the iPad.
-And again, legitimize the category that other companies had only nibble at the edges of for years.
-It's so much more intimate than a laptop and it's so much more capable than a
-Apple has had its share of flops but they mostly pay all compared to its hexed and there were always notes of hubris surround the latter day company seen most in Jobs almost dismissing documented problems with the iPhone 4's antenna.
-We think it's affecting a small percentage of users and we think some of that problem is inherent in most every smartphone.
-But mostly, Apple since Jobs return has been a culture changer as much as a technology company.
One of the biggest success
stories in American business and virtually indivisible from the identity of its CEO.
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