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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.”

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iCam concept turns your iPhone 5 into a point-and-shoot killer

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When author of the official ‘Steve Jobs’ bio, Walter Isaacson, sat down for an interview with Fortune earlier this month, we learned that Steve Jobs had three key industries he wanted to reinvent: the television, textbooks, and photography. We’ve certainly heard a lot of rumors about an iTV in the works, and Apple has arguably already done a lot for the textbook business, despite Jobs having loftier goals for the industry as a whole. While the iPhone 4S’s redesigned camera might be good enough to get an endorsement from photographer Annie Leibovitz, the guys at ADR Studios have created this new ‘iCam’ concept imagining a separate accessory that would turn the iPhone 5 into a full-fledged point-and-shoot.

Keeping rumored iPhone 5 specs in mind, ADR’s concept would include a 10.1 megapixel sensor and provide an “ISO range from 100 to 3200 (extendable up to 6400 equivalent)” for full HD at 60fps. Imagined specs for the accessory include an aluminum unibody, interchangeable lenses, a small touch-screen on the front, LED flash, pico-projector, SD UHS-i slot, motion sensor, and bluetooth. We’re guessing a few companies are already at work on a similar accessory after seeing these gorgeous mock ups.

[slideshow]

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Aaron Sorkin “strongly considering” writing Steve Jobs screenplay for Sony

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Image courtesy of AnimationMagazine.net

According to E! Online, screenwriter, producer and playwright Aaron Sorkin is “strongly considering” writing a screenplay for a rumored Sony movie about the life and work of Steve Jobs. Sorkin was quoted as telling the publication at the P.S. Arts Express Yourself 2011 event in Santa Monica:

Sony has asked me to write the movie and it’s something I’m strongly considering. […] He was a great entrepreneur, he was a great artist, a great thinker. […] He’s probably inspired my 11-year-old daughter Roxy more than he’s inspired me. She plays with all his toys.

Sony Pictures recently acquired feature rights to film a flick based on Walter Isaacson’s authorized bio. As we already informed you, someone from ER is likely to play Steve Jobs. The choice could come down to George Clooney (50) and Noah Wyle (40). The latter played Jobs in Pirates of Silicon Valley and recently said he would give his eye teeth, in the heartbeat, to play Apple’s charismatic co-founder.

Sorkin’s work includes the well-received television show The West Wing. He also wrote screenplay for the controversial movie The Social Network which covers how Facebook came to be while portraying its co-founder Mark Zuckerberg as a ruthless young entrepreneur  who stole an existing idea from the Winklevoss brothers, tweaked it and made it his own.


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Apple reportedly begins recruiting senior-level executives to work on the cloud

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Wall Street Journal is reporting that Apple has begun a search to find senior-level executives for their cloud services. According to the report, Apple already has one Internet entrepreneur in their sights, but it hasn’t been disclosed who. To assist with their search, Apple is also reportedly looking into hiring out a recruiting firm to find solid talent.

The hopes in finding new leadership for their cloud products is undoubtedly to strengthen Apple’s already existent iCloud, but to also build new web-based applications. The report mentions that Apple is working towards building these web-based applications to limit the amount of hardware a single person needs on them at one time. The details aren’t final, though lower-level positions have already been filled to begin work. Arguably, Apple has already begun this push with iCloud.

Apple is also considering building new apps that leverage the Web to reduce people’s need to carry around numerous devices at once, according to one of the people familiar with the matter.

To assist with their movement to the cloud, Steve Jobs announced the new data center was operational in North Carolina during this year’s WWDC. The data center is home to powering all of Apple’s current cloud services, like iCloud, and presumably will power what’s coming up next.

It’s obvious that Apple will need to begin an aggressive attack on the cloud if they want to be on terms with where Google’s currently headed. It will be interesting to see how Apple will attack making web-based applications, and what else they plan to do in the cloud — but it seems they’re already off to a pretty solid start.


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Watch a candid Steve Jobs brainstorming with his team behind the scenes at NeXT (video)

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

Walter Isaacson, in his  biography on Steve Jobs, didn’t go terribly in-depth on the NeXT era of his subject’s life. Luckily, incredible videos from the series Entrepreneurs have become available online and show Steve Jobs working with his team at NeXT. The videos really highlight Steve Job’s leadership style, at least at that phase of his career and show how hard it is to start a company. (via The Next Web)

Check out a few others after the break:


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Sources: Apple scrapped troubled 15-inch MacBook Air for 2010, rebuilding for 2012

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The 13-inch MacBook Air of today

Had Apple’s “next-generation of notebooks” announcement in October 2010 played out as planned, the MacBook family of today would look very different. In October 2010, Apple co-founder Steve Jobs took the stage at the Apple Cupertino campus to unveil a preview of OS X Lion, FaceTime for Mac, iLife ’11 and the latest MacBook Air design as the closing “one more thing” announcement. That MacBook Air brought with it an all-new and thinner form-factor, a higher-resolution display, an incredibly light body, a large Multi-Touch single-button trackpad, flash SSD storage, and battery life improvements. 

Those aforementioned features, according to Apple, are what constitute the future of notebooks. This notebook announcement not only brought the successor to the previously available 13-inch MacBook Air, but brought along with it an 11-inch MacBook Air for the first time.

But these new notebooks weren’t the only planned pieces of the late 2010 MacBook Air story, though. Reliable sources have told us that not only were 13 and 11-inch models planned, but a groudbreaking new 15 inch MacBook Air was scheduled for a late 2010 release. Read on to learn about what could have been: 


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Someone from ER is likely to play Steve Jobs in the Sony movie

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If it isn’t Noah Wyle, who played Jobs in Pirates of Silicon Valley, it might be George Clooney, Wyle’s co Star in the hit TV show from a decade ago, ER according to the Sun.

The actor, 50, is reportedly battling it out with his former ER co-star Noah Wyle, 40, for the role.The biopic, which is expected to start filming next year, will chart the life of the amazing entrepreneur, who died last month from pancreatic cancer at just 56. According to Now magazine, filming on the project is due to start next year.

Noah Wyle, who frankly looks a lot more like Jobs, said of the opportunity to play Steve Jobs again:

“Are you kidding? I would give my eye teeth, in the heartbeat”


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Steve Jobs wanted Apple to become a carrier prior to iPhone release

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[youtube=http://www.youtube.com/watch?v=0nOdc5knf-M]

Computerworld/IDG reports that wireless industry pioneer John Stanton (founder of of Western Wireless, VoiceStream wireless and former CTIA chairman) worked with Steve Jobs prior to the launch of the iPhone on becoming a carrier using unlicensed spectrum…

Stanton, chairman of venture capital firm Trilogy Partners, said he spent a fair amount of time with Jobs between 2005 and 2007. “He wanted to replace carriers,” Stanton said of Jobs, the Apple founder and CEO who died Oct. 5 after a battle with cancer. “He and I spent a lot of time talking about whether synthetically you could create a carrier using Wi-Fi spectrum. That was part of his vision.”

The one that got away…
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Gassée: Thank God Apple chose Steve Jobs’s NeXT over my BeOS

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[youtube=http://www.youtube.com/watch?v=N2C2oCsrqcM]

Jean-Louis Gassée, Apple’s former head of Macintosh product development between 1981-1990, has commented on Apple’s crucial choice of Steve Jobs’s NeXTSTEP as their operating system back in 1996 instead of BeOS, his own creation. Much of NeXTSTEP code would make possible Mac OS X, later adapted for Apple’s mobile devices.

Speaking at a Churchill Club “Steve Jobs’ Legacy” talk event (which is fantastic the whole way through – above) in San Jose yesterday, Gassée remarked (at about an hour in):

Thank god that didn’t happen, because I hated Apple’s management.

BeOS was pretty good, mind you. Positioned as a multimedia platform, BeOS benefited from symmetric multiprocessing, pervasive multithreading, preemptive multitasking and BFS, a custom 64-bit journaling file system known as BFS. It too was developed on the principles of clarity and an uncluttered design.

So why did Apple side with NeXT and acquired the company on February 4, 1997 for  $429 million? In hindsight, even though beOS was pretty good, it was the aquisition of Jobs that was worth to Apple more than the NeXTSTEP software. Or, as Gassée put it, “Jobs’s acquisition of Apple”.


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Sony’s Stringer: “No doubt that Apple is working on changing the traditional television set”

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A rendition of an Apple-branded television set.

The WSJ reports that amid losing money on every television set they make, Sony somehow has a strategy for redemption. Stringer declined to provide details about what Sony is developing but said “there’s a tremendous amount of R&D going into a different kind of TV set”.

He he has “no doubt” Apple’s Steve Jobs also was working on changing the traditional TV set. “That’s what we’re all looking for”, he noted, warning “it will take a long time to transition to a new form of television”. Slim margins, low prices and little innovation make the business of researching, developing and marketing high-definition television sets a cutthroat one, he remarked:

We can’t continue selling TV sets [the way we have been]. Every TV set we all make loses money.

His company, Stringer said, spent the last five years creating an ecosystem to take on Apple, even though the company had seen little success with the Google TV platform and other connected television efforts:

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Isaacson on Jobs’ final words: “Steve left us with a mystery” (and other great quotes)

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Steve Jobs’s authorized biographer Walter Isaacson and Fortune’s managing editor Andy Serwer on stage at NASDAQ | Photo: Tanner Curtis

In a series of tweetsFortune released some interesting new quotes by Steve Jobs’ authorized biographer Walter Isaacson, who sat down for a “breakfast conversation” with the magazine’s managing editor Andy Serwer.

“It’s good that we’ve made a big deal out of a creative business leader, rather than a celebrity,” Isaacson told Serwer, describing his rock star status as a cultural icon of our time. “There’s an emotional connection Steve Jobs made across the world – like a rock star or a prince”.

“Steve thought the digital hub had moved from the computer to the cloud,” Isaacson said. Over the years, Jobs changed as a manager in a way that “he didn’t become sweeter or kinder, he learned to channel his energy and passion.”


Walter Isaacson signing books in Times Square | Photo: Tanner Curtis


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Steve Jobs nominated for Time Magazine’s “Person of the Year”; segments of lost interview shown

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[youtube=http://www.youtube.com/watch?v=BPbkB8yvCiw]

(video link)

Steve Jobs has been nominated for Time Magazine’s “Person of the Year” by NBC’s “Nightly News” anchor Brian Williams. If Steve Jobs were to receive the award, he would be the first person to receive it after their death. Mark Zuckerburg was 2010’s winner, who recently told reporters he was inspired by Steve Jobs while building Facebook. Brian Williams said in his nomination speech:

“One guy, who changed our world, and I said to Seth Meyers as we walked across Sixth Avenue, ‘Just look with me on this one block walk at how he changed the world around us. Look at how he changed the world.’ Not only did he change the world, but he gave us that spirit again that something was possible that you could look at a piece of plastic or glass and move your finger– that’s outlandish. You could make things bigger or smaller like that. ‘Oh the places you’ll go’ and oh the way you will change forever the music and television industries. So may he rest in peace, Steve Jobs, and the spirit he represents, are my nominee for Person of the Year.”

[youtube=”http://www.youtube.com/watch?feature=player_embedded&v=rsyOlwmHt5E”]

A video has also surfaced this evening (above) showing a segment of the never before seen interview of Steve Jobs by Robert Cringely. The interview is due out in theaters soon, but Cringely has revealed a few parts early.


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Ron Johnson tapping former Apple peers but not poaching…yet

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Ron Johnson, Apple’s former vice president of retail and the creator of the Apple Store, left for J.C. Penney November 1 and already he is picking industry veterans to join his leadership team at the Plano, Texas-headquartered department store chain. The Wall Street Journal reports that Johnson is tapping former Apple talent, including former chief financial office of Apple Retail Michael Kramer and Apple’s chief talent officer Daniel Walker.

Interestingly, it was Walker who helped Steve Jobs hire Ron Johnson to head Apple’s retail efforts. Both men served at Apple from 2000 to 2005. Granted, Walker and Kramer are both long-exited Apple people, but the temptation for current Apple talent to somehow make its way to Penney will always linger.

Sure, you might say who would  rather work at J.C. Penney rather than the most powerful, cool technology company in the world. But on a granular level, there might be high paying jobs with Johnson that Apple won’t match that could draw some top Apple talent.  Johnson himself is probably the best example of that.

There is also likely a non-compete clause in Ron Johnson’s severance agreement barring him from poaching Apple employees, but those are easily circumvented.  Just as Steve Jobs poached a bunch of his top Apple engineers to build out NeXT…

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Mark Zuckerberg reveals that Steve Jobs coached him on company focus [Video]

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[youtube=http://www.youtube.com/watch?feature=player_embedded&v=KQlPCflWP9k]

Last month, after the passing of Steve Jobs, the media exploded with stories and interviews of the former CEO of Apple. In the 60 Minutes interview with Walter Isaacson, Steve Jobs had some rough things to say about his competitors Google and Microsoft. However, in an outtake that didn’t make the televised segment, Steve Jobs expressed some respect for Mark Zuckerberg and his social networking giant Facebook.

“We talk about social networks in the plural,” Jobs said to Isaacson, “but I don’t see anybody other than Facebook out there. Just Facebook, They are dominating this. I admire Mark Zuckerberg . . . for not selling out, for wanting to make a company.  I admire that a lot.”

In an interview with Charlie Rose that’s airing later today, Facebook’s Mark Zuckerbeg reveals that Steve Jobs didn’t just respect Zuckerberg, but coached him on how to build the right management team and focus his company.  “I had a lot of questions for him,” Zuckerberg says. The topics include, “how to build a team around you that’s focused on building as high quality and good things as you are.” 
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See if you can guess (by smile) which of these Apple Execs just got a $60 million bonus

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A few Apple execs have been departing over the past few weeks which might lead some to believe that Apple could have a talent retention problem in the wake of the recent leadership transition.

Perhaps hoping to put that kind of talk to rest, Apple just dropped fat bonus stock on their heavy hitters according to SEC filings.  With Apple’s stock riding at 400-ish per share, the below bonus shares are certainly a great incentive to stay – worth $60 million/each at today’s value.

Bruce Sewell — 150,000 shares, 50 percent vest on June 21, 2013, 100 percent on March 21, 2016
Jeffrey Williams — 150,000 shares, 50 percent on June 21, 2013, 100 percent on March 21, 2016
Philip Schiller — 150,000 shares, 50 percent on June 21, 2013, 100 percent on March 21, 2016
Peter Oppenheimer –150,000 shares, 50 percent on June 21, 2013, 100 percent on March 21, 2016
Robert Mansfield — 150,000 shares, 50 percent on June 21, 2013, 100 percent on March 21, 2016
Scott Forstall — 150,000 shares, 50 percent on June 21, 2013, 100 percent on March 21, 2016
Eddy Cue — 100,000 shares, 25 percent vest September 21, 2014, 100 percent September 21, 2016.

Strangely, there is no mention of Jonathan Ive who could be considered “on a different level” since Steve Jobs made him untouchable (though there have been rumors that he may want to retire).  Perhaps that’s why he’s the only guy without a big fat smile, above. (Ha, actually Apple isn’t required to file bonus paperwork with the SEC for Ive –

…Jonathan Ive, the company’s senior vice president for industrial design, whose position at the company does not trigger S.E.C. rules requiring public disclosure of stock awards.

– Because his role isn’t important to Apple’s well being?!)

CEO Tim Cook already has a huge bonus package (1 million shares) if he sticks around to 2021.
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CBS turned down Apple TV streaming agreement over ad split deal

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During their earnings call this afternoon, CBS’s Les Moonves made comment (via GigaOm) that 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.

It has been long rumored that Apple has been working on reaching subscription deals with media companies. In Steve Job’s official biography by Walter Isaacson, it was revealed that Steve Jobs “cracked the TV”. Today’s comments reveal that Apple is indeed going after media companies for agreements. But why?

These types of agreements will be implemented into the rumored “iTV” that is supposedly coming in 2012. From the D8 conference:

Then you get into another problem. Which is there isn’t a cable operator that is national. There is a bunch of cable providers. There isn’t like a GSM standard like with phones. Every country has different standards, different government approvals. It’s very balkanized. I’m sure smarter people than us will figure this out. That’s why when we say Apple TV as a hobby we use this phrase.


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Apple’s 5th Avenue Store closes as the wraps come off the Cube

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Update: Here it is! (Thanks Dapper!)

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Thanks Marty!

Apple has just started closing down its 5th Avenue Store which is usually open 24/7/365 where patrons are filing out of the GM building entrance.  It is preparing for a grand re-opening at 10am tomorrow where a newly-designed $6 million cube will be unveiled.  The number of panes in the cube will drop from 90 to just 15 (3 per side).

We’re simplifying the Fifth Avenue cube. By using larger, seamless pieces of glass, we’re using just 15 panes instead of 90.

Apple will spend the next 12 hours getting the store ready according to the 5th Avenue Store web page.

Attention:We’ll be closed starting at 10:00 p.m. on Thursday, November 3 and will reopen at 10:00 a.m. on Friday, November 4.

Apple began pulling the wraps off of the 5th Avenue Store Cube upgrade project this evening.  The above pictures shows the new seamless glass panels that will eventually look like this artist’s rendition, below:
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Steve Cano to replace Ron Johnson as Head of Retail at Apple? (Update: Search ongoing)

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Update: The reporters at Bloomberg are somehow using us as a source for this false rumor.  We’ve contacted them to correct but they’ve so far left it untouched.  Our report comes from iFoAppleStore and CultofMac (below)

Updated from Cult of Mac: Apple has gotten back to us a statement, reading: “The search for a replacement for Ron Johnson continues, and Apple has nothing to announce about this subject at this time.”

Updated: 2: Apple wanted to make sure it was clear that no decision has been made yet and the Cult of Mac story is without merit.

Ron Johnson has only been gone a few days but rumors are already swirling that Steve Cano will be replacing the new JCPenney CEO as head of Apple’s retail business. Cult of Mac reports separately from an earlier post by ifoAppleStore’s Gary Allen which seems to indicate that Cano will assume the position. Here is the full statement as released by the Apple Retail Workers Union:

Statement regarding Steve Jobs and the future of Apple

by Apple Retail Workers Union on Wednesday, October 12, 2011 at 2:06am

The organizers of the Apple Retail Workers Union wish to express their condolences to the family of Steve Jobs. He was an inspiration to many, and will be regarded as one of the greats of our time. He followed his heart and did what he loved, which resulted in Apple becoming one of the greatest companies in the world. He surrounded himself with intelligent people who helped create technology that improved the way we live and share our lives.

With that in mind, we want to remind that while Steve and his teams created products and solutions to work “right out of the box”, Apple’s retail stores are still experiencing problems 10 years after launch. The messages we receive from workers illustrate a desire for improved compensation, consistent management policies and adherence to local, state and national laws. The feeling extends to the workers at Apple’s suppliers including Foxconn, Wintek, Samsung and others.

We wish much success to Tim Cook and Steve Cano, who will be leading Apple and its retail stores going forward. As word of our movement grows and workers become increasingly interested in finding solutions where management is unwilling or unable, we continue to take pride in the opportunity we have every day to provide our customers with enriching experiences. At our core, we simply want Apple to return to its roots and remind itself that their “most important resource… is our people”.

We can’t confirm that Cano has been promoted and in fact his role is still listed as Apple retail employee in Region XV. He’s certainly in the running, as one of Ron Johnson’s subordinates.

Cano started with Apple ten years ago as the manager of Steve Jobs’s local Palo Alto Apple Store. He then rose through the ranks…


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What is different about a Tim Cook Apple?

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It wasn’t much of a surprise when Tim Cook said “Apple is not going to change” in his letter to employees as newly appointed CEO following Steve Jobs’ resignation. Not long after that, we published a story about what we called Cook’s first “anti-Jobsian move”. Of course many questions arose surrounding how Cook’s sales and operations background may influence his leadership style, and how it might differ from Jobs.

Today we get a look at just how the company has changed under Cook’s guidance with the Wall Street Journal publishing a story detailing the moves the new CEO has made since taking over in August:

In recent weeks, Mr. Cook has tended to administrative matters that never interested Mr. Jobs, such as promotions and corporate reporting structures, according to people familiar with the matter. The new chief executive, 50 years old, has also been more communicative with employees than his predecessor, sending a variety of company-wide emails while addressing Apple employees as “Team,” people close to the company said.

According to the report, Cook was also behind a recent restructuring of the company’s education division, a move which split the business (which until now operated “fairly independently”) into a sales and marketing structure and incorporated it into the company-wide sales and marketing divisions. The restructuring will place additional responsibilities on Apple execs Phil Schiller and John Brandon.

Citing “former executives” and others close to the company, the WSJ claims Cook will also “be more open with shareholders” and note he’s expressed desire to meet with investors more often than Jobs. After Cook’s statement that he’s “not religious about holding cash or not holding it” during Apple’s earnings call last month, it’s not much of a surprise many expect the new CEO to be more open to stock buybacks or dividends as well.


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Bill Gates on Jobs bio quotes “he said a lot of very nice things about me and he said a lot of tough things” [Video]

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[youtube=http://www.youtube.com/watch?v=PtILiyMGl84&start=360]

Gates defends himself slightly but seems smart enough (and secure enough) not to handle the tough words head on.

“Well, Steve and I worked together, creating the Mac. We had more people on it, did the key software for it.”

“So, over the course of the 30 years we worked together, you know, he said a lot of very nice things about me and he said a lot of tough things. I mean, he faced several times at Apple the fact that their products were so premium priced they literally might not stay in the marketplace. So, the fact that we were succeeding with high-volume products, including a range of prices, because of the way we worked with multiple companies, its tough.”

“At various times, he felt beleaguered. He felt like he was the good guy and we were the bad guys. You know, very understandable. I respect Steve, we got to work together. We spurred each other on, even as competitors. None of that bothers me at all.”

It is getting harder and harder to hate Bill.


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Free Steve Jobs Audio Book via Audible.com

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From 9to5Toys.com:


Looking to get a free Audio copy of the Steve Jobs book (or any book for that matter)? If you don’t feel like shelling out the $35 in addition to whatever you paid for the paper/digital version, Audible.com offers a free audio book with a 14-day membership which allows you to pick up the book for free.

The 3x110MB download is DRM free and can be played on any iOS device or in iTunes among others. Audible.com does offer many membership benefits…


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Mac OS 10.8 users already doing external testing

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Mac OS 10.8 testers both inside Apple’s HQ and in the surrounding area of Silicon Valley have been spotted in Web Logs by MacRumors. Indeed, looking at our own logs (above), 10.8 users have been hitting our servers since mid-August, though only in numbers that probably could have been faked.

More recently, however, 10.8 testing has grown more abundant, with testers hitting our site every day including on weekends from non-Apple IP addresses throughout October.

Similar patterns emerged in testing OS 10.7 which leads us to conclude that this is still very early testing and it is likely more than a year before we’ll see even public betas of the OS.

Still, very nice to see Apple’s already working on the next big cat.


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iTV

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The moment I read the “I’ve Cracked the TV” quote from the Steve Jobs bio, I knew what the subject of the next few months at the rumor mill would be. Here it is in context:

“‘I’d like to create an integrated television set that is completely easy to use,’ [Jobs told Isaacson]. ‘It would be seamlessly synced with all of your devices and with iCloud.’ No longer would users have to fiddle with complex remotes for DVD players and cable channels. ‘It will have the simplest user interface you could imagine. I finally cracked it.’”

That seems to be a lot more certain than Jobs was last year at the D8 conference when he took a question from an audience member. In it, he laid out some very important things that no one is really talking about.

[vodpod id=Video.4289468&w=650&h=425&fv=videoGUID%3D%7BFF922002-FA63-4B68-A326-EA12EC800612%7D%26amp%3Bplayerid%3D4001%26amp%3BplyMediaEnabled%3D1%26amp%3BconfigURL%3Dhttp%3A%2F%2Fm.wsj.net%2Fvideo-players%2F%26amp%3BautoStart%3Dfalse]
(Flashless)

The whole clip is much more fascinating than much of what I’ve been reading over the past week. The interface that Jobs is talking about isn’t whether Apple will use Siri or 3D gestures or not. It is how to put a layer on top of everything else with a consistent UI. He gets down to the nitty gritty at 1:30-3:00:

Add a box on to the TV system. You can say well gosh I notice my HDTV has a bunch of HDMI ports on it one of them is coming from the set-top box I’ll just add another little box with another one. Well, you just end up with a table full of remotes, clutter of boxes, bunch of different UIs, and that’s the situation we have today. The only way that’s ever going to change is if you go back to step one and tear up the set top box and restart from scratch with a redesigned UI and present it to the consumer in a way they’re willing to pay for it. And right now there’s no way to do that. So that’s the problem with the TV market. We decided what product do we want the most, a better TV or a better phone? Well the phone won because there was no chance to do the TV because there’s no way to get it to market. What do we want a better TV or better tablet. Well a better tablet because there’s no way to get the TV to market. The TV is going to lose until there is a better go to market, or there’ll just be a bunch of TIVOs. That’s the fundamental problem. It’s not a problem of technology, it’s a go to market technology.

So the question becomes: How is Apple going to “tear up the set top box” and start over?


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