The story of Steve Jobs and Apple

Steve Jobs (February 24, 1955 - October 5, 2011), born in San Francisco, USA, is the co-founder of Apple. In 1976, Jobs and his friend "Steve Gary Wozniak" founded Apple Computer Company. In 1985, he left Apple during the power struggle among Apple's top management and founded NeXT Company. In 1997, he returned to Apple to take over as CEO. In 2011 He resigned as CEO of Apple on August 24, 2011, and died of pancreatic cancer on October 5, 2011. Jobs made Apple products lead the global technology trend. On August 21, 2012, Apple became the world's largest listed company by market value with a market value of US$623.5 billion.

The birth of Apple:

On February 24, 1955, Steve Jobs was born in San Francisco, USA. When he was just born, he was abandoned by his father, who worked in a restaurant in San Francisco, and his mother, a chic bartender. Fortunately, a kind-hearted couple took him in.

Although he is an adopted son, his adoptive parents treat him very well, just like their own children. As a student, Jobs was smart, naughty, and unscrupulous, and he often liked to come up with ingenious pranks that made people laugh. However, his academic performance is very outstanding.

At that time, Jobs lived near what became known as "Silicon Valley", and his neighbors were all employees of Hewlett-Packard, the veteran of "Silicon Valley".

Under the influence of these people, Jobs was obsessed with electronics since he was a child. An HP engineer saw his obsession and recommended him to join HP's "Discoverers Club." This is a party for young engineers held every Tuesday evening in the company cafeteria. It was at a party that Jobs saw a computer for the first time, and he began to have a vague understanding of computers.

When he was in junior high school (1976), Jobs met Steve Wozniak at a class reunion, and the two hit it off. Steve Wozniak is the president of the school's electronics club and has a great interest in electronics.

At the age of 19, Jobs dropped out of school due to financial reasons after only one semester and became an employee of Atari Video Game Console Company. I stayed in the garage of a friend's house (Woz's house) and often went to community colleges to audit calligraphy classes and other courses. In 1974, he made money to go to India for spiritual practice, but suffered so much that he had to return to Atari and work as an engineer.

After settling down, Jobs continued his youthful interests, often working with Wozniak on computers in his small garage. They dreamed of owning their own computer, but at that time all commercial computers on the market were bulky and extremely expensive, so they planned to develop their own. A microprocessor was necessary to build a personal computer, but the 8080 chip retailed for $270 at the time and was not sold to individuals.

The two men were not discouraged and continued to search, and finally bought the 6502 chip produced by Motorola at the 1976 Wisconsin Computer Products Show in San Francisco. Its functions were almost the same as Intel's 8080, but the price was only $20. .

With the 6502 chip in hand, the two ecstatic young men returned to Jobs’ garage and started their own great innovation. They designed a circuit board, mounted the 6502 microprocessor and interfaces and other components on it, and connected the microprocessor to the keyboard and video monitor through the interfaces. In just a few weeks, the computer was installed.

Jobs’ friends were shocked, but they didn’t realize how much impact this humble thing would have on the future world. But the shrewd Jobs immediately estimated the market value of this kind of computer. To raise funds for mass production, he sold his Volkswagen car, and Woz also sold his cherished HP Model 65 calculator. In this way, they had US$1,300 to lay the foundation for their great undertaking.

On April 1, 1976, Jobs, Woz and Jobs’ friend Long Wayne did something that would affect future generations: the three of them signed a contract and decided Found a computer company. Subsequently, 21-year-old Jobs and 26-year-old Steve Wozniak founded Apple in their garage. The company's name was decided by Jobs, who favored Apple - called Apple.

What became popular later was the famous trademark - an apple with a bite. And their homemade computer was naturally regarded as the "Apple I" computer.

Early development:

An accidental opportunity brought a turnaround for "Apple" company.

In July 1976, retailer Paul Jay Terrell came to Jobs' garage. After watching Jobs skillfully demonstrate the computer, he believed that the "Apple" machine had a great future. Determined to take a risk - ordering 50 complete machines, but requiring delivery within a month, Jobs was overjoyed, signed the contract immediately, and finalized the deal. This was the first "big business" made.

The time was too short and the tasks were heavy. Jobs and Woz braved the scorching heat and worked day and night. They risked their lives for the survival of the company. They spend almost every day sweating and fighting tenaciously, working 66 hours a week. Finally, on the 29th day, they miraculously completed the task and handed over all 50 "Apple" computers to the businessman Terrell.

The 50 complete machines were quickly sold out in Terrell’s hands, making a good start. The company "Apple" became famous. Small batch production started. Jobs and Woz began to realize that their small capital was simply not enough to cope with this rapid development. Jobs later recalled: "About the fall of 1976, I found that the market was growing faster than we thought, and we needed more money." To this end, they split up to find financial support, including Hewlett-Packard, the company where Woz worked, Unfortunately, these companies are unaware of the business opportunities and markets.

Opportunities tend to favor those who work hard. In October 1976, millionaire Markkula came to visit Woz and their garage workshop. Markula is a trained electrical engineer and is very good at sales work. He is known as a sales wizard. Having made a fortune in the stock business, he chose retirement early. But seeing the new products of these two young people, Markkula was determined to return to his old business and help them start the company with great fanfare. He took the initiative to help them develop a business plan and gave them a loan of $690,000, linking his destiny with the two young men. With the guidance of an expert like Markkula and this huge sum of money, the development speed of "Apple" has been greatly accelerated.

In April 1977, the first computer exhibition in the history of the United States opened on the West Coast. In order to make a name for himself at the exhibition, Jobs traveled around and spent a lot of money to get the biggest and best booth at the exhibition. Of course, the more eye-catching one is the Apple II prototype. It changed the past image of personal computers that were heavy, cumbersome, complex in design, and difficult to operate. With its distinctive features of being small, lightweight, easy to operate, and able to be placed at home, it firmly grasped the concept of personal computers. the hearts of the audience. It weighs only 12 pounds, is assembled with only 10 screws, and has a beautiful plastic shell that looks like a beautiful typewriter. People couldn't believe that this little machine could continuously display spectacular kaleidoscope-like colors on a large fluorescent screen. The "Apple II" machine was a blockbuster at the exhibition. Thousands of users flocked to the booth to watch, Trial, orders are coming in one after another.

In 1980, a full-page advertisement in the "Wall Street Journal" read "Apple Computer is the bicycle of mankind in the 21st century" and included a huge photo of Jobs.

On December 12, 1980, Apple's stock went public. In less than an hour, all 4.6 million shares were sold out, and the market closed that day at $29 per share. Based on this closing price, Apple's top executives have produced 4 billionaires and more than 40 millionaires. Steve Jobs, as the founder of the company, is of course number one.

In 1983, Lisa Database and Apple Iie were released, priced at US$9,998 and US$1,395 respectively. Apple became the fastest growing company in history. However, the release of Lisa heralded the decline of Apple. There was not much market for a computer that was unrealistic and expensive even for Americans, and Lisa embezzled a large amount of Apple's research and development funds. It can be said that the rise of Apple was the beginning of its decline.

Because of his great success, Jobs received the National Medal of Technology in 1985 from President Reagan Steve Jobs. However, success comes too quickly, and behind too many honors is a strong crisis.

Because Jobs’ business philosophy was different from that of most managers at the time, and the blue giant IBM also began to wake up and launched personal computers to seize large markets, the computers developed by Jobs gradually became more popular. The general manager and directors blamed the failure on Chairman Jobs, and in April 1985, the board of directors passed a resolution to revoke his management power. After several unsuccessful attempts to regain power, Jobs resigned as chairman of Apple on September 17, 1985.

Steve's departure made him more aware of his mistakes, learned lessons, and prepared him to return to Apple and save it. A few days after resigning, Jobs founded "NeXT" computer company and continued his career journey.

Independent period:

In 1986, he spent $10 million to acquire Lucasfilm's computer animation effects studio in Emeryville, California from George Lucas and established an independent company. Pixar Animation Studios. In the next ten years, the company became a well-known 3D computer animation company, and in 1995 launched the world's first fully 3D animated film "Toy Story". The company was acquired by Disney in 2006, and Jobs became the largest shareholder.

Return to Apple:

On December 17, 1996, almost every major computer newspaper in the world published the news "Apple acquires Next, Steve Jobs returns to Apple" on the front page. At this time, Jobs was becoming famous because his company (now Pixar) successfully produced the first computer animated film "Toy Story", and his personal net worth had soared by more than 1 billion US dollars; in contrast, Apple was on the verge of extinction. . Jobs returned from Apple's crisis, and everyone at Apple was very happy. Even former CEO Amelio said in his welcome speech to welcome Jobs: "We welcome the return of our greatest genius with the most solemn ceremony. We believe that he will make the world believe that Apple computers are forever in the information industry." Innovator." Jobs returned to his hometown with the dream of "big business" in mind. He said to the followers of Apple Computer: "I have always been deeply passionate about Apple, and I feel very honored to be able to design a blueprint for Apple's future again." This former hero finally returned under the expectations of the public!

Reform period:

In times of crisis, Jobs decisively exerted his authority as CEO and carried out drastic reforms. He first reorganized the board of directors, and then did something jaw-dropping: he put aside old grievances, shook hands with Apple's old enemy Microsoft, and concluded the world-famous "Alliance of the Century" to achieve a comprehensive strategic crossover. Licensing Agreement.

As a result, Jobs once again became the cover star of Time magazine.

Then he began to introduce new computers.

In 1998, iMac was presented to the world with the hopes of Apple, the sweat of its employees, and Jobs’ dream of revitalizing Apple. It is a brand new computer that represents a future concept. The translucent exterior eliminates the monotony of gray-brown computers and looks like a product of the space age. The illuminated mouse and the price tag of US$1,299 are pleasing to the eye... It is indeed an Apple design, unconventional and extraordinary. [1]

For publicity, Jobs turned Descartes’ famous saying “I think, therefore I am” into iMac’s advertising copy I think, therefore iMac! This became a classic case in the advertising industry.

The new product has reignited the hopes of Macintosh fans. Three years after Steve Jobs arrived, what they had been waiting for appeared, and iMac became the hottest topic of the year.

In December 1998, iMac won the title of "Time" magazine's "Best Computer of 1998" and ranked third among the "Top Ten Industrial Designs in the World in 1998".

In 1999, Jobs launched the second-generation iMac, which was available in five fruit colors: red, yellow, blue, green, and purple. It was warmly welcomed by users as soon as it was launched.

The iBook, a laptop computer with a blue and yellow appearance that looks like a beautiful toy, was launched in July 1999 and was immediately popular among users in the market.

iBook combines the unique fashion style of iMac, the latest wireless network function (WLAN) and all the advantages of Apple Computer in the field of portable computers. It is a "mobile iMac" specially designed for home and school users.

In October 1999, iBook won the first place in the "U.S. consumer portable computer" market, and also won the "Best Design of the Year" in the "1999 World's Best" selection held by Time magazine. award".

Under Jobs’ reforms, “Apple” finally became profitable. When Jobs first took office, Apple's losses were as high as US$1 billion, but a year later it miraculously made a profit of US$309 million.

In January 1999, when Jobs announced a profit of US$152 million in the fourth fiscal quarter, exceeding Wall Street's forecast by 38%, Apple's stock price immediately climbed and finally closed at US$4.65 per share, causing public outcry. Apple Computer's share of the PC market has increased from 5% to 10%.

In 1997, Jobs was named "the most successful manager". More and more industry colleagues agree with this view. Even Sculley, who pushed Jobs out of Apple, couldn't help but admire: "Apple's reversal is not a scam. Jobs did an absolutely outstanding job. Apple has begun to return to its original track."

But Apple The defeat in the general-purpose computer competition was irreversible.

Jobs became a miracle, but this miracle will continue. He always surprises people, whether at the beginning or later. His genius computer talent, approachable style of life, wonderful creative mind, great goals, and calm leadership style have formed the core content of Apple's corporate culture. Apple employees' reverence for him is nothing short of religious.

Employees even say to outsiders: I work for Jobs!

In 2003, people predicted that Jobs would appear on the cover of Time magazine for the third time.

Announced resignation:

On August 24, 2011, Steve Jobs submitted his resignation application to Apple's board of directors. In his resignation letter, he also recommended that Chief Operating Officer Tim Cook take over his position. In his resignation letter, Jobs stated that he could not continue to serve as CEO, but he was willing to serve as the company's chairman, director or ordinary employee. Apple shares were suspended from after-hours trading. Jobs did not specify a reason for his resignation in his letter, but he had been battling pancreatic cancer. On August 25, 2011, Apple announced his resignation, effective immediately, and his position was taken over by Tim Cook. At the same time, Apple announced the appointment of Steve Jobs as chairman of the company, and Tim Cook will serve as director.