Apple’s PR Was All About Steve
“As every day passes, the work fifty people are doing here is going to send a giant ripple through the universe.”
“I never wanted to be a businessman, because all the businessmen I knew, I didn’t want to be like.”
“We are inventing the future. Think about surfing the front edge of a wave. It’s really exhilarating. Now think about dog-paddling at the tail end of that wave. It wouldn’t be anywhere near as much fun. Come down here and make a dent in the universe.”
“They FedExed me the magazine, and I remember opening the package, thoroughly expecting to see my mug on the cover, and it was this computer-sculpture thing. I thought, ‘Huh?’”
“Do you want to spend the rest of your life selling sugared water, or do you want a chance to change the world?”
“It is now 1984. It appears that IBM wants it all. Apple is perceived to be the only hope to offer IBM a run for its money. Dealers, after initially welcoming IBM with open arms, now fear an IBM-dominated and -controlled future and are turning back to Apple as the only force who can ensure their future freedom. IBM wants it all, and is aiming its guns at its last obstacle to industry control, Apple. Will Big Blue dominate the entire computer industry? The entire information age? Was George Orwell right?”
…The theme of the campaign was “Think Different” and every print ad featured a black and white portrait of a noteworthy historic figure—Albert Einstein, Mahatma Gandhi, John Lennon, Bob Dylan, Pablo Picasso, the Dalai Lama, Thomas Edison, Charlie Chaplin and Martin Luther King.
These were Jobs’ role models, creative mavericks who had the courage to swim against the current, who both resisted and shaped the zeitgeist at the same time.
…great historical figures, freedom fighters and artists.
“He thinks there are a few people who are special—people like Einstein and Gandhi and the gurus he met in India—and he’s one of them.”
“it hurts when he (Jobs) takes credit for one of my designs.”
Tim Cook, his successor at Apple, once admitted, “Some people resent the fact that Steve gets credit for everything, but I’ve never given a rat’s ass about that. Frankly speaking, I’d prefer my name never be in the paper.”