pretty cool. They sent out Mike Moritz to write a story. We’re the same age,
and I had been very successful, and I could tell he was jealous and there was
an edge to him. He wrote this terrible hatchet job. So the editors in New
pitch and a blind faith that would have been the envy of the early Christian
martyrs, it is Steven Jobs, more than anyone, who kicked open the door
There was one more hurdle: Hertzfeld and the other wizards had to finish writing the code for the
Macintosh. It was due to start shipping on Monday, January 16. One week before that,
the engineers concluded they could not make that deadline.
he began shouting and sputtering about firing everyone who worked there. Bob Belleville, the head
of the Mac engineering team, gently guided him to the parking lot, where they could
take a walk and talk about alternatives.
Macintosh marketing director Mike Murray proposed a licensing program in a
confidential memo to Jobs in May 1982. “We would like the Macintosh user
Jobs proceeded to give a rousing speech in which he claimed that he had resolved the dispute with McIntosh
audio labs to use the Macintosh name. (In fact the issue was still being negotiated, but the moment called for
He had learned from his public relations consultant Regis McKenna how to
dole out exclusive interviews in a dramatic manner. Reporters from anointed
publications were ushered in sequentially for their hour with him in his
question.” But when the candidate droned on in his response, Jobs broke in.
“Gobble, gobble, gobble, gobble,” he said, cracking up Smith and Hertzfeld.
“It reflects his personality, which is to want control,” said Berry Cash, who was hired by
Jobs in 1982 to be a market strategist at Texaco Towers. “Steve would talk about the Apple
II and complain, ‘We don’t have control, and look at all these crazy things people are trying
to do to it. That’s a mistake I’ll never make again.’” He went so far as to design special tools
that argument: The Apple II had eight slots. But this time around it would be Jobs’s machine, not
Wozniak’s, and the Macintosh would have limited slots. You wouldn’t even be able to open
the case and get to the motherboard. For a hobbyist or hacker, that was uncool. But for Jobs, the
Macintosh was for the masses. He wanted to give them a controlled experience.
Reed, and he tried to talk Steve out of going there. So did his mother. It was far more than they could afford, they said. But their son responded with an ultimatum: If he couldn’t go to Reed, he wouldn’t go anywhere. They relented, as usual.
which made her vulnerable. “We worked together on an animated movie, then started going out, and she became my first real girlfriend,” Jobs recalled. As Brennan later said, “Steve was kind of crazy. That’s why I was attracted to him.”