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Steve Jobs

The foundation of Apple

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Steve Jobs was the co-founder and CEO of Apple. He also founded NeXT and was the majority shareholder of Pixar, both of which he was also CEO. Jobs is known as an icon of creativity and entrepreneurship. The prolific author Walter Isaacson released Jobs’ biography in October of 2011. Isaacson describes his major accomplishment as being a “creative entrepreneur whose passion for perfection and ferocious drive revolutionized six industries: personal computers, animated movies, music, phones, tablet computing, and digital publishing.”

Jobs attended Reed College for a short period of time before dropping out in 1972. However, he continued to dabble with classes unofficially and came across a calligraphy course instructed by Robert Palladino. This course ended up being highly influential for Jobs as he attributed it to bringing multiple typefaces to the Mac.

Steve Jobs founded Apple with Steve Wozniak and Ronald Wayne in 1976. After a drawn out power struggle Jobs was pushed out of Apple in 1985. He then founded NeXT in 1985 and also funded the move of Lucasfilm’s Graphics Group to become its own corporation, which became Pixar in 1986. Just over a decade later in 1997, Jobs returned to Apple as they acquired NeXT. His return marked the beginning of a new era of success. He took over as CEO in July of 1997 and continued on until handing the position to Tim Cook on August 24, 2011 after increasing health problems. Jobs passed away on October 5, 2011.

Isaacson describes his major accomplishment as being a “creative entrepreneur whose passion for perfection and ferocious drive revolutionized six industries: personal computers, animated movies, music, phones, tablet computing, and digital publishing.”

Photographer Doug Menuez on his three years with Steve Jobs at NeXT

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The man in the interview above with RT is photographer Doug Menuez. He spent three years capturing Steve Jobs after the legendary chief executive officer was forced out of Apple in 1985 and began work at NeXT computer. In the interview, Menuez gave first-hand accounts of how Jobs worked with engineers and his team at NeXT, and he spent an almost four-year period photographing Jobs and the company. Menuez did not keep in contact with Jobs following those years, but thousands of his pictures currently reside in Stanford’s Apple Collection archives.

Menuez told RT how the project to photograph Jobs initially began:


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Apple researching universal remote that customizes UIs intelligently

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This is not the first time we have received hints that Apple is working on an innovative universal remote control for controlling TV and video content. In January, we told you that Apple was researching a touchscreen remote with adaptable user interfaces. The invention would essentially allow button layouts stored in the cloud or in a device (such as a TV) to be wirelessly and seamlessly beamed to the controller’s UI. The concept would alleviate the “table full of remotes” scenario Steve Jobs described at D8.

Today, a new patent application published by the United States Patent & Trademark Office and detailed by PatentlyApple gives us even more insight into what Apple’s universal remote concept could become. In the newly discovered patent application, Apple details a remote that is capable of displaying customized controls for various devices by simply taking a picture of the device. Apple would send the picture to iCloud, analyze it, and beam a UI or button layout to the remote that works for your TV. PatentlyApple explained:


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Steve Jobs tried to hire Linux founder a decade ago

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[youtube=http://www.youtube.com/watch?v=pE-D2RtagHU]

This is an interesting little paragraph from Wired’s profile of Linus Torvalds, the founder of Open Source Linux OS:

Torvalds has never met Bill Gates, but around 2000, when he was still working at Transmeta, he met Steve Jobs. Jobs invited him to Apple’s Cupertino campus and tried to hire him. “Unix for the biggest user base: that was the pitch,” says Torvalds. The condition: He’d have to drop Linux development. “He wanted me to work at Apple doing non-Linux things,” he said. That was a non-starter for Torvalds. Besides, he hated Mac OS’s Mach kernel.

Linux is now the core of many operating systems, such as Android, Chrome WebOS, and a few others. If Apple hired Torvalds in 2000, Linux might not have made it to 2012.


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Apple, Steve Jobs posthumously granted patent application for Shanghai Apple Store design

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Late last year, the New York Times did a great interactive feature on the 323 Patents that Steve Jobs was granted as CEO of Apple.

From Patently Apple today:

Today, the US Patent and Trademark Office granted Apple a design patent for their flagship Shanghai Apple Store which opened its doors in September 2010. One of the designers credited for this incredible architecture is the late Apple CEO Steve Jobs.

He keeps racking them up…
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iPhone reverse-engineer/hacker/rapper Geohot arrested for marijuana possession on way to SXSW talk

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[youtube=http://www.youtube.com/watch?v=9iUvuaChDEg]

According to Above the Law, the original iPhone jailbreaker, Geohot, was arrested for felony possession of marijuana while at an international border crossing on his way to SXSW. According to the report, the arresting border patrol officers may have been outside of their jurisdiction (and likely measured improperly).

[tweet https://twitter.com/stroughtonsmith/status/180262261535940610]

Before you rush to judge the guy, remember Steve Jobs’ thoughts on mind-altering substances (and phone hacking). If you have jailbroken using any of the “xxxRain” jailbreaking tools, you have used Geohot’s work. He also recently worked at both Google and Facebook (and Lady Gaga’s BackPlane).

He was still able to give his talk at SXSW, which is a pretty interesting (mp3). The full description is below:

Tim Cook unloads $11 million in AAPL stock

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According to an Apple filing with the U.S. Securities and Exchange Commission today, Tim Cook sold 20,178 shares of his company’s stock in a series of transactions over the past two business days. The sales started at $547 per share and climbed to $551 before the last transaction, which left Apple’s Chief Executive Officer with $11.1 million.

Cook, who earns a bit more than $1 a year in Apple salary, was awarded 1 million shares of Apple last year, which vest in 2016 and 2021. Those shares are now worth over half a billion dollars.

Apple is the world’s most valuable company with stock valued at $552 upon today’s closing bell and continued to climb in after-hours trading.


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Apple SVP Industrial Design Jony Ive talks Apple design and competition

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In a rare Q&A with the Evening Standard‘s Mark Prigg from the firm’s headquarters, Apple’s design guru talks about Apple’s design process and of course the competition.

When asked what made design different at Apple, Ive responded:

A: We struggle with the right words to describe the design process at Apple, but it is very much about designing and prototyping and making. When you separate those, I think the final result suffers. If something is going to be better, it is new, and if it’s new you are confronting problems and challenges you don’t have references for. To solve and address those requires a remarkable focus. There’s a sense of being inquisitive and optimistic, and you don’t see those in combination very often.

On the genesis of new products:

A: What I love about the creative process, and this may sound naive, is this idea that one day there is no idea, and no solution, but then the next day there is an idea. Where you see the most dramatic shift is when you transition from an abstract idea to a slightly more material conversation. But when you make a 3D model, however crude, you bring form to a nebulous idea and everything changes — the entire process shifts. It galvanises and brings focus from a broad group of people. It’s a remarkable process.

Apple’s goal when building a new product:

A: Our goals are very simple — to design and make better products. If we can’t make something that is better, we won’t do it.

Why is the competition seemingly unable to keep pace with Apple?:

A:Most of our competitors are interested in doing something different, or want to appear new — I think those are completely the wrong goals. A product has to be genuinely better. This requires real discipline, and that’s what drives us — a sincere, genuine appetite to do something that is better.

One particularly interesting comment regarded the praise Ive has for Apple’s iOS iPhoto team (which I do not believe Ive is involved with). He gushed, “The iPhoto app we created for the new iPad completely consumes you and you forget you are using an iPad.”

The entire interview is a great read.


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CBS CEO Leslie Moonves again says he denied Steve Jobs access to TV programming for fear of disrupting revenue streams

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Way back in November, CBS Chief Executive Officer Les Moonves told investors on an earnings call:

..the media company turned down a partnership with Apple for a streaming deal on the Apple TV. Moonves says that the deal was turned down because of the ad-split revenue that Apple was trying to reach an agreement over.

Fast forward to this weekend when the Hollywood Reporter caught up to Moonves at a FUCLA conference:

CBS CEO Leslie Moonves said Saturday that he was approached about a year ago by Steve Jobs to provide content for Apple’s long-rumored television service but he declined to participate.

Moonves told a conference audience that he met with Jobs, the late Apple CEO, and heard a pitch for what was billed as a subscription content service, but ultimately he said he wasn’t interested in providing CBS shows or films to the venture.

“I told Steve, ‘You know more than me about 99 percent of things but I know more about the television business,’ ” Moonves said, citing his concerns about providing content to a service that could disrupt CBS’ existing revenue streams. Moonves said Jobs, in characteristic fashion, strongly disagreed with his assessment.

Yeah, that is not much new, but the point is that CBS still is not going to be partnering with Apple any time soon.

However, streaming is pretty much dead anyway except for live TV, news, weather, and sports. Everything else worth watching is downloadable or already in a Hulu/Netflix/Amazon Cloud.


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Apple explains stance on e-book price fixing and the ‘Kindle threat’ in court documents

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Yesterday, reports from The Wall Street Journal claimed the United States Justice Department was planning to launch an antitrust case against Apple and the country’s five largest book publishers related to claims of e-book price fixing. The European Commission announced in December that it would begin investigating whether Apple and book publishers “engaged in illegal agreements or practices that would have the object or the effect of restricting competition.” Many believe the probes are a direct result of Steve Jobs’ comments documented in Walter Isaacson’s Steve Jobs biography where the late CEO said: “Amazon screwed it up.”

“We told the publishers, ‘We’ll go to the agency model, where you set the price, and we get our 30 percent, and yes, the customer pays a little more, but that’s what you want anyway… They went to Amazon and said, ‘You’re going to sign an agency contract or we’re not going to give you the books.’ “

Today, new court documents from a request by Apple to throw out a class action case over e-book price fixing revealed Apple’s stance on the issue. PaidContent explained: “Apple argues that its business plan was to sell as many e-books as possible and that it had no incentive to raise prices.” Meanwhile, Apple argued: “Why would Apple offer Amazon’s Kindle app on the iPad.” The company’s comments sidestepped all claims about Apple allegedly conspiring to slow Amazon’s entrance into the tablet market with Kindle Fire:


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Will Apple build a 7.85-inch iOS device and deliver it in time for the holidays (Poll)?

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Mockup by CiccareseDesingn

In recent months, the increasingly unreliable Digitimes seems quite confident that “Apple is likely to launch a 7.85-inch iPad.” recent report from the publication in December claimed a 7.85-inch iPad would begin production in Q2 2012 with a launch for the fourth quarter following a “new iPad” (presumably iPad 3) in Q1. The reports keep surfacing today with Digitimes pointing to a report from United Evening News and Oled-Display referring to a “Samsung Securities” document from December that mentions a 7-inch iPad.

Starting with the Samsung document, the company claimed Apple is planning to launch a new 7-inch “iPad mini” in Q3 after the release of iPad 3 in Q1:


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Apple acknowledges use of Corning Gorilla Glass on iPhone, means Gorilla Glass 2 likely for iPhone 5

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Apple’s relationship with Corning has always remained shrouded in mystery. The relationship started famously when Steve Jobs visited Corning Headquarters in 2006 and told CEO Wendell Weeks not to be afraid to make the stuff.  Corning however never made it into Apple marketing material after that and even isn’t included in Apple’s supplier lists (PDF).

That and Apple’s reliance on Asian parts materials makers had led some to believe that Apple had gone to Asian glass manufacturers for their iPhone production.

In the New York Times’ iEconomy series, Corning is said to have shifted its glass manufacturing to China.

“Our customers are in Taiwan, Korea, Japan and China,” said James B. Flaws, Corning’s vice chairman and chief financial officer. “We could make the glass here, and then ship it by boat, but that takes 35 days. Or, we could ship it by air, but that’s 10 times as expensive. So we build our glass factories next door to assembly factories, and those are overseas.”

However, today, Apple released its US Jobs report which included the following info:

Corning employees in Kentucky and New York who create the majority of the glass for iPhone,..

What’s the takeaway?
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Marvel Comics comes to iBooks: ‘New Avengers Vol. 1: Breakout’ is free for a limited time

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Marvel announced today that comic fans around the globe could now launch the iBooks app and buy its classic graphic novels.

The publisher said it “entered a bold new era in digital comics” with the release of iconic Marvel stories and characters on the free iOS e-book application:

“With an iPad, iPhone, or iPod touch, Marvel fans across the world can now purchase over 80 graphic novels with fan-favorite characters like Thor, Captain America, Iron Man, Hulk, Wolverine, Spider-Man and more by launching the iBooks app,” wrote the company on the Marvel Comic News website.

Fanatics can visit the Marvel Graphic Novels section on the iTunes Store to start downloading the graphic novels today. Prices currently range from free to $24.99.

The publisher promises to add more titles to the choice each week for a “truly digital comic book reading experience that customers will never forget.”

Moreover, “New Avengers Vol. 1: Breakout” is available free of charge for a limited time. As of press time, the e-book had a 4.5-star rating. There are also literary-adapted graphic novels available for children (“Wonderful Wizard of Oz“) and adults (“Pride & Prejudice“) alike, including a pre-order option for “Marvels.

It is worth noting that the Walt Disney Company bought Marvel Entertainment in 2009 for over $4 billion. Apple’s late cofounder and CEO Steve Jobs was a Disney shareholder and served on its board of directors until August 2011.

A complete list of Marvel’s iBooks offerings is available below.


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Steve Jobs’ favorite band just released 27 ringtones

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Today The Beatles announced the band’s 27 United States and United Kingdom No. 1 hits are available as ringtones exclusively through iTunes (iTunes Link). The 30-second ringtones are downloadable now through iTunes on your iOS device and include hits such as “Can’t Buy Me Love,” “All You Need Is Love,” “Yesterday,” “Eleanor Rigby,” and 23 others. A full list of all 27 ringtones is after the break. If Steve were alive, these would undoubtedly be his ringtones of choice for his iPhone.

Jobs’ love for The Beatles is documented in Walter Isaacson’s Steve Jobs biography where we learned Jobs kept seven different albums from the band on his iPad. He even compared his creative process and business model to The Beatles describing the total being “greater than the sum of the parts.” That is probably a big part of the reason Apple fought so hard to ultimately secure exclusive rights to the band’s music that has lasted since Nov. 2010.

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Apple’s Cook invited to talk cancer and corporate America at NCCN Annual Conference

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Apple’s Chief Executive Officer Tim Cook was invited to take part in a roundtable discussion at the National Comprehensive Cancer Network’s annual conference on clinical practice guidelines and quality cancer care. This year’s agenda centers around the topic of “Cancer and Corporate America: Business as Usual?” The five-day discussion begins March 15 in Hollywood, Fla., and ABC News anchor Sam Donaldson will moderate it. The NCNN website listed Cook as an invitee, but there is no guarantee that Apple’s CEO will participate. The fact that a reputable organization invited him means Cook was informed of the conference in advance. A history of late Steve Jobs’ illness gives some hope that Cook will contribute to the discussion. Other invites include doctors, cancer survivors, and other corporate figures, including IBM’s Senior Vice President of Human Resources J. Randall MacDonald.

Whether Cook will take part as a private person or as the CEO of Apple remains unknown, though it is possible he will discuss how Apple can give to medical research. The executive revealed at a recent internal meeting with employees that Apple donated $50 million to Stanford University hospitals, split into $25 million for a new main building and $25 million for a new children’s hospital.

(via The TechBlock)

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New book ‘Insanely Simple’ focuses on Apple’s simplicity, releases in April

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There are people—yours truly included—who felt genuinely dumbfounded having read both the authorized “Steve Jobs” biography by Walter Isaacson and Adam Lashinsky’s “Inside Apple.” Do not get me wrong, Isaacson and Lashinsky are among the best contemporary wordsmiths, and their work enlightened us with some previously unknown details about the inner-workings of Apple and the man who cofounded it. Nonetheless, the authors dedicated way too many pages to the stuff we already knew, and their writing style may not appeal to the Technorati accustomed to fast-paced news reporting and sensationalist headlines. Hoping to fill this gap and tell the untold story about Apple of California from a different angle, writer Ken Segall committed to a project tentatively named “Insanely Simple – The Obsession That Drives Apple’s Success” (via Daring Fireball).

Few would dare argue that Apple’s agonizing over the tiniest and seemingly unimportant details is what makes the products so pleasurable to use. Segall should know what makes Apple tick: He coined the iMac moniker during his 12-year tenure at TBWA\Chiat\Day, Apple’s and NeXT’s advertising agency, and he now runs an Apple parody website you are probably familiar with called Scoopertino. The author explained the reasoning behind his ambitious undertaking on his personal blog:


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Eddy Cue accepts Trustees Grammy for Steve Jobs

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outside US, click here

The Recording Academy announced in December that Steve Jobs would be honored with the Trustees Award for “outstanding contributions to the industry in a nonperforming capacity.”

Eddy Cue accepted the honorary Grammy (via Macrumors) for Jobs last night:

On behalf of Steve’s wife, Laurene, his children, and everyone at Apple, I’d like to thank you for honoring Steve with the Trustees Grammy Award. Steve was a visionary, a mentor, and a very close friend. I had the incredible honor of working with him for the last fifteen years.

Accepting this award means so much to me because music meant so much to him. He told us that music shaped his life…it made him who he was. Everyone that knows Steve knows the profound impact that artists like Bob Dylan and The Beatles had on him.

Steve was focused on bringing music to everyone in innovative ways. We talked about it every single day. When he introduced the iPod in 2001, people asked “Why is Apple making a music player?” His answer was simple: “We love music, and it’s always good to do something you love.”

His family and I know that this Grammy would have been very special to him, so I thank you for honoring him today.

YoYo Ma, the world renowned Cellist and friend of Jobs, paid tribute:


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Ron Johnson: Retailing is hard, but Steve told me to trust my intuition and do the right thing

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The CEO of JC Penney Ron Johnson sat with CBS “This Morning” to defend his company’s new spokesperson Ellen DeGeneres from attacks by the religious group One Million Moms that seeks to boycott the retailer if it did not axe DeGeneres over her sexual orientation. Putting the controversy aside, the interview (available on the CBS website and over at YouTube) gets interesting at mark 3:50 when Johnson reflects on his long tenure as Apple’s Vice President of Retail. The “Steve Jobs of the retail industry,” as some have dubbed him, said retailing is anything but a walk in the park:

Retailing is hard and that’s what Steve said when we started stores at Apple. But you look, you know, dozen years later and the stores are really popular with people. And they’re really popular because people know that the store cares more what the product does for them than just selling the products. At Apple, in many ways, the relationship with the customer begins when they buy.

Johnson, 53, drew parallels to how he built the Apple Stores on experience. Before joining Apple in January 2000, Johnson served as Target’s Vice President of Merchandising. He left Apple in November 2011 to take the reins at JC Penney. Apple hired CEO of Dixons John Browett as Johnson’s replacement, prompting pundits to opine how folks consider Dixons stores “the worst of Best Buy and Radio Shack combined.” When asked about the lessons he learned from Apple’s cofounder, Johnson responded:


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Former Apple exec Bob Borchers talks Apple marketing, packaging, and his time at Apple

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[youtube:http://www.youtube.com/watch?feature=player_embedded&v=3H8v5XEkVAk]

Update: Apple had these videos taken offline.  We will make an effort to see if they exist somewhere else. Help us out in the comments if you find them.

Former Apple marketing executive Bob Borchers, who was part of the original iPhone team and helped lead the Nike+iPod partnership and third-party iPod integration with car manufacturers, recently gave a talk at a school in California to discuss his experiences at Apple (part 2 below). In case you are unfamiliar, you might remember Borchers from several “guided tour” videos for iPhone and other Apple products a few years back. He has also been a source for many of the interesting stories coming from Adam Lashinsky’s new book “Inside Apple.”

At the starting of his talk to students, Borchers surveys the crowd to find out the ratio of Android users to iPhone users, leading him to joke: “Alright that’s good. I’ll keep my Apple stock.” As a former marketing executive, Borchers showed and talked about a few ads, but also discussed the AT&T partnership, as he noted, “We broke rules in terms of how we worked with folks like AT&T”:

“AT&T as a company… they buy the cellphones and then they sell them to you and I… we said, ‘no we don’t want to do that’. We want to be able to sell the iPhone. We want to be able to talk directly to the customer. That was a big, big change for the industry.” 

Other than telling some recent stories that have debuted in “Inside Apple,” Borchers also talked about Steve Jobs’ initial mission to create the iPhone, describing the late CEO as wanting to create “the first phone people would fall in love with.” He also discussed how important the multitouch display and having the full “Internet in your pocket” was to the original concept. Before wrapping up his speech, Borchers talked about how the iPhone was developed from his point of view on the product marketing/product management team and the importance of Apple packaging:


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CEO Tim Cook breaks down $150M in charitable contributions by Apple

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Among the various topics, like the new employee discount program, discussed at a recent all-hands Town Hall session with Apple employees was something seemingly very important to CEO Tim Cook: Charity. Unlike cofounder Steve Jobs who thought his company should focus on maximizing shareholders’ value so they can donate their own wealth, the new boss is adamant that Apple must do more on this front.

According to The Verge, the Town Hall meeting saw Cook shed more light on Apple’s charitable contributions that totaled $150 million (versus a cool $97.6 billion they had in the bank last quarter):

According to our sources, Cook said that Apple has donated a total of $50 million to Standford’s hospitals, split into $25 million for a new main building and $25 million for a new children’s hospital. Cook also spent quite a bit of time talking about Apple’s status as the leading contributor to Project RED, and expressed pride that Apple’s given over $50 million to the effort since it started.

According to Apple’s website, the Product Red initiative generated more than $180 million for the Global Fund since its inception. As 9to5Mac first reported back in September, one of the first important moves (anti-Jobsian, perhaps?) of then newly appointed CEO was a company-wide charity matching program for donations made by Apple employees up to $10,000 a year.


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Best Buy and Taiwanese tablet vendor borrow marketing cues from Apple ahead of Super Bowl advertising craze

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[youtube=http://www.youtube.com/watch?v=pS9sUm5Y0sg]
last year’s 

The iPhone maker is many things to many people and it is easy to overlook Apple’s powerful marketing amidst the popularity of its gadgets. Yet, the two are inseparably intertwined. No wonder well-known names in business are (again) taking cues from Apple’s marketing cookbook, including United States specialty retailer of consumer electronics Best Buy that uncharacteristically decided to break away from the usual Super Bowl advertising featuring celebrities, which seems to be norm these days.

Instead, its new approach calls for celebrating technology innovators, a concept Apple popularized back in 1997 with the “Think Different” campaign. According to Bloomberg, the retailer opted to feature Silicon Valley inventors, such as Instagram cofounder Kevin Systrom and camera phone pioneer Philippe Kahn who will help bring home the message at Sunday’s big game. From the mouth of Best Buy’s Marketing Chief Drew Panayiotou:

Big brands like to hire celebrities. We looked at everyone from George Clooney to Stephen Colbert. We believe the inventors are more than enough. I give those 125 million viewers a lot of credit. I think they’ll appreciate the story. […] They may not be at the same level as Steve Jobs, but they created some amazing stuff.

Eagle-eyed readers could point out that the retailer last holiday season aired Apple-focused adverts promoting its store-within-a-store displays, seen below. However, Best Buy’s latest creative concept marks a departure from its past Super Bowl campaigns that tapped celebrities, such as heavy metal rocker Ozzy Osbourne and teen heartthrob Justin Bieber. Meanwhile, a Taiwanese vendor is treading the fine line between originality and a display of disrespectfulness by featuring a Steve Jobs imitator to drum up excitement for its upcoming Android slab. Check it out that commercial in a clip included right after the break.


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‘Inside Apple’ author Adam Lashinsky discusses Apple secret-keeping and corporate life [video 50 mins]

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[youtube=http://www.youtube.com/watch?v=tOf_2HCX51w&feature=youtu.be]

Fortune’s Phillip Elmer-DeWitt pointed us to an hour long interview and Q&A session at LinkedIn headquarters with “Inside Apple” author Adam Lashinsky.

The interview is conducted by our former boss and current LinkedIn Executive Editor Dan Roth.  As PED noted, one of the more notable exchanges is with a former Apple employee who thought CEO Tim Cook is charismatic enough to be the United States President.  See the clip below (plus another interview this week at Davos).

Interestingly, the former Apple Engineer discusses how his friends at Apple were put on dummy projects until they could be trusted.

Buy the book at Amazon here or free at Audible.
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Tim Cook sends congratulatory email, plans to ‘discuss some exciting new things going on at Apple’ at Town Hall tomorrow

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Following today’s blowout numbers, we just received word that Apple CEO Tim Cook sent a short email to Apple employees congratulating them both on a record setting holiday quarter and starting 2012 with the launch of a groundbreaking initiative for education with iBooks 2 and iPad textbooks.

Perhaps most enticing, Cook told everyone to report to Town Hall tomorrow either in person or through their AppleWeb online portal at 10 a.m. PT to discuss “some exciting new things going on at Apple.” Former Apple CEO Steve Jobs typically held such meetings following major product launches like the iPad and iPhone.

Cook’s last all hands email was sent just one week ago and discussed Apple’s supplier responsibility report.

Today’s email from Cook is pasted below:


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Here’s a rare prototype translucent Apple hard drive circa 1985

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Apple and its cofounder Steve Jobs certainly helped design and popularize storage devices throughout computing history. For example, the Mac mainstreamed Sony’s 3.5-inch floppy drive in the 1980s, but Apple was working on its own storage devices even before the Mac debuted. One of our buddies discovered this eBay listing advertising for what appears to be a prototype of a previously unknown NISHA hard drive adorned with the colorful Apple logo. It comes in a translucent case, and it could easily be the first Apple product we have seen like this, even though it never shipped. It is neither a Hard Disk 20 drive Apple introduced on Sept. 17, 1985 specifically for use with the Macintosh 512K nor is it a Hard Disk 20SC.

The latter product was the first SCSI drive Apple manufactured and deployed on the Macintosh Plus in 1986, effectively obsolescing the Hard Disk 20 unit. It is a safe bet that this unit represents an early prototype of one of Apple’s hard drives, but it could also be a new hard drive design that never saw the light of day. The seller could not tell either, as the drive did not power up. Eagle-eyed readers are aware that Apple of the past had been designing its own storage devices and the aforementioned Hard Disk 20 serves as an illustrious example of the company’s closed approach to hard drives.


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