Showing posts with label 1984. Show all posts
Showing posts with label 1984. Show all posts

Big Steve Jobs is Watching You?

At the 2011 Where 2.0 conference, two geeks found something most iPad users couldn’t be bothered looking for – a tracking device.

One of the guys was Alasdair Allan. He spends his time watching the skies as a senior research fellow in astronomy at University of Exeter. His buddy, Pete Warden, may know what he’s talking about considering he was an Apple engineer for five years. There is a YouTube clip of the two lads chillaxin’ and chewing the fat about how Pete’s old boss is mysteriously collecting data on his customers using a “hidden file”, anonymously entitled consolidated.db. As they sat around a shared Macbook, they explained how the little file stores all location data of iPhone/Pad users since the iOS 4 upgrade in June 2010.[1] The conversation sounded like a couple of Trekkies who had found a continuity mistake in episode 12, season 4. Keep watching the skies, gentlemen.

The big reveal was followed by seven days of Apple silence on the matter. During that week, everyone but the Canadian Mounties was on Steve’s ass about this little file. Europeans were particularly interested: CNIL - the French data protection authority; The Italian Data Protection Authority; and The Bavarian Agency for the Supervision of Data Protection in Germany. Europe is a part of the world that still fights the good fight for privacy. In the States, two Democrats sent letters asking Steve to "please explain" [2] (One of the politicians was an ex-Saturday Night Live comedian).

Only a week before consolidated.db was exposed, Sony gave away the personal data, and probably credit cards, of 100 million+ customers. Meanwhile, the U.S Government continues to spy on the keywords used by its citizens in the ex cathedra name of national security. Even grocery store club cards collect data on what we buy. These are only the few intrusions we know about. The idea that any device belongs entirely to the owner was lost when internet cookies began slipping into the back rooms of our PCs during the ‘90s.

The fictional spy, Jason Bourne, is a popular hero because he eludes the surveillance that most of us have grown to tolerate. Jason dodges CCTV cams by losing himself in the crowd. He ducks in and out of anonymous internet cafes. He places calls using only a quaint old pay phone or a prepaid cell-phone bought with cash. 

Unless we're prepared to live like a black ops agent, it's difficult to be so connected without losing a piece of yourself. There's very real reason why the celluloid spy plucks out his sim card and crushes it under his boot-heel. It’s the same reason Osama Bin Laden’s compound allowed no mobile or internet connections (although U.S special ops found him anyway).

Steve is an easy target for tinfoil-hat-wearing conspiracy theorists because he was the one who made such a big deal about fighting Big Brother back in 1984. However, our surveillance culture is not exactly what George Orwell envisioned. Our Big Brother didn’t happen to us. We let it happen to us. There is a palpable itchy feeling as we blindly click though without reading user-agreements the size of the Magna Carta (the Latin version, and just as convoluted). No time to read the fine print, we just want the thing to run, and run now.

Admittedly, there are proven benefits that our every move is stored on a drive somewhere, out there. It comes in handy when tracking your kid’s location when they should be in class, or finding the nearest Starbucks. This may outweigh the little annoyances like Starbucks offering you a discount every week, or The Terminator locating Sarah Connor. 

On the same day that President Obama was bullied into proving he was born on U.S soil, Steve took to the stage to prove he wasn’t Big Brother. Both men looked like they had better things to do. Steve said the iOS 4 upgrade cached location data to turbocharge telephony connections. This sounds reasonable enough after Judas phone copped so much flack for losing reception. Unfortunately, the cache was not programmed to purge after binging. This is a common coding error. How many of us regularly purge our email accounts of the dregs we don’t need anymore? Steve said he would reduce the location cache on the iOS to no more than a week, and delete the cache entirely when users turned off location services. Done and done.

The amusing money-quote was, “It took us about a week to do an investigation and write a response, which is fairly quick for something this technically complicated.”  A week seems like a long time to investigate a seemingly simple issue. The real explanation may have been this: his people took five minutes to trace the “hidden file” and then it took the rest of the week to explain it to Steve. This is a man who likes things simple. He won’t sign agreement with IBM more than a page long, and he didn’t want a mouse or CD burner software with more than one button. 

The New York Times readers’ commentary on the subject was flame-fest between Apple haters and fan-boys. The most telling comments were:

"Track me all you want! I'm so boring my triangulation data would put most to sleep. When's iPad 3 coming out?"  

 "But, Steve Jobs majored in liberal arts! I expected better."

"Remember that you can not post on this thread without at least three organizations knowing your approximate location." [3]

[1] O’Reilly (2011, April 20) iPhone Tracking Discussion [video clip]. Retrieved from: http://www.youtube.com/watch?v=GynEFV4hsA0

[2] Helft, M. & O’Brien, K. (2011, April 21) Inquiries Grow Over Apple’s Data Collection Practices. The New York Times.

[3] Helft, M. (2011, April 27) Jobs Says Apple Made Mistakes With iPhone Data. New York Times. Retrieved from: http://www.nytimes.com/2011/04/28/technology/28apple.html

Revenge of the Nerds

  Google Engineering VP & allround nice guy Vic Gundotra
A war was brewing and Android was getting a little cocky about their free-for-all advantage. Andy and his Google buddies decided “no more Mister Nice Guy”. During the Google Input/output keynote in May, 2010 VP of engineering Vic Gundotra decided to get tough on Apple. Look out, Steve. Vic sashays onto the stage wearing a lovely sweater and neat haircut looking like the nice affluent guy your daughter should bring home, but never does.  “I hope you enjoyed that party last night” he says with a grin that implies safe, suburban mischief (I am thinking cucumber sandwiches and punch). Then he begins telling a story about Andy’s prophecy of a future without Android, "He argued that if Google did not act, we faced a Draconian future, a future where one man, one company, one device, one carrier would be our only choice." There was applause; but not the rabid jubilation that Steve enjoys during his tirades. “That’s… a future… we don’t want,” Vic declares in his best big-boy voice. 

"You need people like me so you can
point your fingers and say 'hey
there's the bad guy!'" - Scarface
Behind him, an illustration attempts to throw Steve’s 1984 commercial back in his face. The graphic uses rather vague imagery of some slacker kid overlooking a bleak metropolis. It seems hastily thrown together from Google’s stock image library. Vic’s cute idea is to portray his company as revolutionaries at war with Big Brother. Of course, the Big Brother he is referring to is Steve – the same man who used this style of marketing melodrama with much more finesse than Vic the Volvo-driver did. Very few in the press were impressed, especially not Kara Swisher of The Wall Street Journal,
“Note to Google: A scary search behemoth with a stranglehold on Internet advertising isn’t really believable as a victim of “The Man”–in this case, Apple CEO Steve Jobs.”[1]
Vic went on to make his only valid point, “If you believe in openness, if you believe in choice, if you believe in innovation from everyone, then welcome to Android.”

[1] Swisher, K. (2010, May 21) Viral Video: Google’s Laughable–But Not So Funny–Apple Tantrum. BoomTown. All Things Digital. Retrieved from http://kara.allthingsd.com/20100521/viral-video-googles-laughable-but-not-funny-apple-tantrum/

There is no antenna-gate

Steve's PR control slipped further from his fingers after the secret iPhone 4 arrived on the shelf three months after the Gizmodo fiasco. From the beginning it was called it Judas Phone - like a trusted friend who betrays you. This is quite a shift from the bloggers who called it the Jesus Phone upon its first generation release.[1] Steve ignored his engineer, Ruben Caballero's advice that the iPhone 4's bezel antenna would cause reception to drop out.[2] The "death-grip" effect forced customers to buy a cover so their bare skin wouldn't touch the antenna and break reception. Steve made a fatal mistake of answering one of the complainants’ emails by typing, “You’re holding it wrong”. Within twenty-four hours, the tech press were all over Steve’s email like a cheap suit. PC World, InfoWorld, Engadget, Wired, PC Mag, TechCrunch, cnet, and even CNN were collectively appalled, but not surprised. Consumer Reports refused to endorse the iPhone 4.[3] Apple stock dropped a little. Now Steve needed some damage control. He cut short his vacation in Hawaii and decided to use one of his famously theatrical public addresses to declare that the overwhelmingly proven problem doesn’t exist.
...but the data supports the fact that the iPhone 4 is the best smart phone in the world, and there is no antenna gate. ...I guess it’s just human nature that when someone or some organization gets really successful that someone or a group of people want to tear it down…. I’m not sure what you’re after here, would you rather that we were Korean companies rather than American companies.[4]
Rather than take the high ground and admit there is a problem, Steve buries himself in the sand, just as he did during his disastrous trip to India as a young man. The Steve-savvy journalists shook their collective heads and smiled knowingly. Everyone from Forbes to CNN had heard of Steve's "Reality Distortion Field" from the Mac Engineers who worked with him in the 1980s. These old Apple geeks borrowed the term from endless hours of watching Star Trek, probably whilst eating endless bowls of nachos. This is how it works:

In his presence, reality is malleable. He can convince anyone of practically anything.  ... The reality distortion field was a confounding melange of a charismatic rhetorical style, an indomitable will, and an eagerness to bend any fact to fit the purpose at hand. If one line of argument failed to persuade, he would deftly switch to another. Sometimes, he would throw you off balance by suddenly adopting your position as his own, without acknowledging that he ever thought differently. Amazingly, the reality distortion field seemed to be effective even if you were acutely aware of it, although the effects would fade after Steve departed.[5]
This is from the Andy Hertzfeld's entertaining book about the birth of the Macintosh. Although Andy’s claims aren’t always accurate. He stated that Anja Major, from the 1984 Mac commercial, died of breast cancer in 2000, she was alive and well enough to attend the 30th anniversary reunion in December 2005.[6] Anja is still a fine looking lady. One wonders if she received from an apology from the aging geek at the reunion.

[1] Pogue, D. (2007, July 27) The iPhone Matches Most of Its Hype. New York Times.

[2] Burrows, P. & Guglielmo. C. (2010, July 16) Apple Engineer Told Jobs IPhone Antenna Might Cut Calls. Bloomberg. Retrieved from http://www.bloomberg.com/news/2010-07-15/apple-engineer-said-to-have-told-jobs-last-year-about-iphone-antenna-flaw.html

[3] Helft, M. (2010, July 12) Design Flaw in iPhone 4, Testers Say. New York Times

[4] Caulfield, B. (2010, July 16) Re:Apple Talks About The iPhone 4’s Antenna [Live Blog]. From Velocity: Remaking Personal Technology. Forbes.com. Retrieved from http://blogs.forbes.com/velocity/2010/07/16/apple-talks-about-the-iphone-4s-antenna-live-blog/

[5] Hertzfeld (2004) Revolution in the Valley: The Insanely Great Story of How the Mac Was Made. Massachusetts: O'Reilly Media.

Think Differently


Steve wanted a commercial that made his customers feel as special as he feels. He wanted his market to be both elevated and united by the courage to be different. His first commercial as the returning sire of Apple was ‘Think Different’. Despite the title’s bad grammar, the voiceover was inspired:
Here’s to the crazy ones: the misfits, the rebels, the troublemakers, the round pegs in the square holes – the ones who see things differently. They’re not fond of rules. You can quote them, disagree with them, glorify, or vilify them; but the only thing you can’t do is ignore them because they change things. They push the human race forward, and while some may see them as the crazy ones, we see genius, because the ones who are crazy enough to think that they can change the world are the ones who do.
This passage was later written on the wall of Apple head-quarters.[1]
One of those “troublemakers” founded a site called Wikileaks. Julian Assange sits in a courtroom, he opens his laptop, on its cover, the Apple logo glows brightly. As he's hauled away to Her Majesty’s Prison Wandsworth, Julian takes the number one spot in Time Magazine's poll for Person of The Year. You can disagree with him; but the only thing you can’t do is ignore him because he changes things.
Think Different was officially scripted by Ken Segall. However, he spent a great deal of time intimating with Steve while writing it. Ken stated to Bloomberg, “Steve was aware of every detail, literally every word, every image”.[2] Ken’s career is riding on the idea that he is the auteur of this multi-award winning commercial. Maybe he wrote it; or maybe he didn’t. The words could have easily been Steve’s.
During the one-minute commercial, we watch thoughtful slow motion footage chosen by Steve. We see Albert Einstein, Bob Dylan, Martin Luther King Junior, Richard Branson, John Lennon, R. Buckminster Fuller, Thomas Edison, Muhammad Ali, Ted Turner, Maria Callas, Mahatma Gandhi, Amelia Earhart, Alfred Hitchcock, Martha Graham, Jim Henson, Frank Lloyd Wright, and Picasso. Some of these names are relative unknowns. The typical advertising exec would not have chosen them, but Steve wanted them there. The commercial ends with a young girl opening her eyes to the world around her.
This was a mature departure from Steve’s grim 1984 melodrama. It revealed a company that would rather nurture talent than smash enemies. The child in the end shot was an important idea to Steve. He once told a Playboy journalist that when faced with a computer, '"Older people sit down and ask, “What is it?” but a child asks, “What can I do with it?”'.[3]
The first outsider to see the new ads was Newsweek's Katie Hafner. She arrived at Apple's headquarters at ten on a Friday morning for an interview with Steve. He kept her waiting a long time. Finally, he emerged. His chin was covered by stubble. He was exhausted from having stayed up all night editing footage for the "Think Different" television spot… Now the montage was finally complete.
Steve sat with Katie and they watched the commercial.
Steve was crying.
"That's what I love about him," Katie recalls. "It wasn't trumped up. Steve was genuinely moved by that stupid ad."[4]

Who better to narrate the commercial than Richard Dreyfuss? Richard was a conscientious objector during Vietnam conflict. He was constantly ridiculed by casting directors during his years as a struggling actor. Richard kept a list of their names to remind himself that one day he would find success. The Oscar award-winner continues to be an unstoppable campaigner for individual rights. He was also was one of the first AppleMasters – a group of celebrities selected by Steve who think different. Richard didn’t just plug apple, he talked about it like he’d found Jesus: “I’m a better person. I’m a more creative person. My reach is greater. My grasp is greater with an Apple computer.”[5]
Steve began connecting famous icons with Apple to bring sexy back. He had to make good with Muhammad Ali since Gil’s marathon speech last year left no time for Ali to take the stage. Steve had a lot in common with The Champ. Both men have had to fight bigger, but slower, opponents when everyone else thought they would lose. Both men mix politics and commerce. Both men have smart mouths. Both men are brand names. Steve released a ‘Think Different’ commercial dedicated to Ali. It was simple un-edited training footage from his 1974 comeback fight with George Foreman. The footage revealed Ali taunting an imagined foe:

Back up sucker! Back up.
Come get me sucker, I’m dancing, I’m dancing!
Follow me! No, I’m not there, I’m here! Whup. Here! Here!
You out, sucker!
 Ali won the fight.

[1] Keefe, B. (2006, March 25) Market wants to know Apple will stay fresh after Jobs. Sydney Morning Herald.

[2] Bloomberg.com (2010, October 14) Bloomberg Game Changers: Steve Jobs [Video]. Retrieved from http://www.bloomberg.com/video/63690380/

[3] Sheff, D. (1985, February 1) Playboy Interview: Steven Jobs. Playboy Magazine

[4] Deutschman, A. (2000) The Second Coming of Steve Jobs. New York: Broadway.

[5] Apple eNews (2000, July 13) Volume 3 Issue 13. Retrieved from http://www.apple.com/enews/2000/07/13enews1.html

Reinventing Steve Jobs

After finding the missing pieces of himself through Laurene and his biological family, Steve came back to Apple with a fresh, more magnanimous philosophy towards his old rival.

The bitter drama between him and Bill in the 1980s was detailed in a telemovie called Pirates of Silicon Valley.[1] The film was nominated for five Emmy awards. Actor Noah Wyle portrayed Steve. Like Steve, the handsome actor is a fellow vegan Californian who has spent lots of time in therapy (Noah had bought Bo Derek's ranch - the same one Steve had visited). The day after Steve watched Pirates, he called Noah and asked him to impersonate him at the next Macworld conference. This was the last thing Noah expected. Dressed in Steve's iconic black turtleneck and blue jeans, Noah leapt on stage, steepled his hands like Steve does, and began the signature spiel about Apple's "really, totally, wildly, insanely great new products." The crowd was in fits of laughter. Steve interrupted the parody by running on stage and yelling, "That's not me at all. You're blowing it! You’re supposed to come over here… open a water,” he demonstrates how to sip from a water bottle as a dramatic prop, "get the slide clicker… THEN you can put your hands together… This ‘insanely great’ thing we stopped using it a hundred years ago!” The audience laughs along with a man who has learnt not to take himself so seriously anymore. Steve turns to his audience, puts an arm around Noah and says, “Ladies and gentlemen, let me introduce Noah Wyle. I invited him so he can see how I really act - and because he's a better me than me." Noah says, “I’m just glad you’re not mad about the movie”. Steve feigns confusion, “What me? Mad?” The crowd laughs at the inside joke.

“It’s just a movie.”

Steve turned the television portrayal from tragedy to comedy. He took ownership of his public image. He wanted the world to know he was a changed man, and Apple was to change accordingly.

During his first Macworld speech since reuniting with Apple Steve dined like a king on the crowd’s adulation. He owned the stage like a world champion oratory boxer. Like a title fight, the stage is constantly lit up by camera flash. However, toward the end of his keynote, he had some tough news for his loyal fans. When it was time to announce the bitter pill, his presence devolved into a nervous school principal trying to appease an unruly mob of teenagers. His speech was suddenly filled with filibuster as if he delaying the crowd’s reaction.

“Now I'd like to talk about meaningful partners. Apple lives in an ecosystem, and…” He takes a long sip from a glass of water like a defense council about to tackle a difficult case. 

…it needs help from other partners. It needs to help other partners, and relationships that are destructive, uh, don't help anybody in this industry as it is today. So, uh, during the last several weeks, we have looked at some of the relationships, and, uh, one has stood out as a relationship that, uh, hasn't been going so well but had the potential, I think, to be great for both companies, and I'd like to, uh, announce one of our first partnerships today, a very, very meaningful one. And that is one with Microsoft.

There is much growling and snarling from the old guard. Then Steve does what body language expert, Allan Pease describes as a partial arm-cross barrier. He is afraid, but trying not to show it.[2] He talks over the noise, “I'd like to take you through this.” Steve offers to hold our hands through the dark. “The discussions actually began because there were some patent disputes. And, rather than ...” There is an explosion of indignant laughter. Steve smiles awkwardly, “I know…” he seemed to anticipate the venom at this point. Again, he talks over the rabble, 

…Rather than, uh, repeating history, I'm extremely proud of both companies that they have resolved these differences in a very, very professional way... and I happen to have a special guest with me today, uh, via satellite downlink. And if we could get him up on the stage right now ... 

Bill appeared on the huge screen behind Steve. This made Bill look like Big Brother. The 1984 irony was not lost on the crowd. They roared vehemently. Here was a leader trying to preach a new bible to the un-converted; but a rare example of thoughtless staging had ruined the moment. The Pirates movie jumped onto the symbolism of a thirty-foot image of Bill looking down on Steve. This became the film's conclusive statement. It cemented the idea that Bill was Steve's new overlord. This was great cinematic drama; but the truth was much more profound. Steve was courageous enough to ask Apple to let go of conflict, let go of blame, embrace old rivals, and look within to find its true north again. The person he wished this change upon the most was himself. After Bill spoke, Steve politely thanked him, and turned his attention to the stadium full of people:

We have to let go of a few things here. We have to let go of this notion that for Microsoft to win Apple has to lose [cheering]. We have to embrace a notion that for Apple to win, Apple has to do a really good job [more cheering], and if others are going to help us, that’s great, because we need all the help we can get, and if we screw up and we don’t do a good job, it’s not somebody else’s fault. It’s our fault [Much more cheering].

Like an alchemist turning lead into gold, Steve changed the crowd’s mind on Microsoft. The clamour of support was deafening.

A decade later Steve recollects: "Apple had to remember who Apple was because they’d forgotten who Apple was… so I called Bill up and we tried to patch things up".[3] In the 1970s, Apple, Microsoft, and all the other burgeoning Silicon Valley start-ups were promoted by Regis McKenna. The old spin veteran had this to say about Steve’s new and improved image, "Steve has matured. You know how I can tell? He asked lots of people for advice when he returned to Apple and actually listened to them. He's learned from his mistakes. What better accolade can you give him?"[4] Is Steve calling in favours from old allies to spread the word that Evil Steve is dead and buried? As Verbal said in The Usual Suspects, “The greatest trick the Devil ever pulled was convincing the world he didn't exist.”

[1] Haft Entertainment (Producer). (1999) Pirates of Silicon Valley [DVD].

[2] Pease, A. (2006) The Definitive Book of Body Language. New York: Bantam.

[3] Israelson, A. (2007, May 31) TRANSCRIPT–Bill Gates and Steve Jobs at D5. d5.allthingsd.com. Retrieved from http://d5.allthingsd.com/20070531/d5-gates-jobs-transcript/

[4] Schlender, B. (1998, November 9) The Three Faces Of Steve. Fortune Magazine.

Steve Jobs' 1984


In 1949, novelist George Orwell predicted that we would be dictated by the whims of an all-powerful overlord called Big Brother by 1984. This was the year that Steve's Mac was unveiled. To exploit the opportunity, Steve spared no expense, nor metaphor on advertising. It is fair to say that Apple commercials are essentially Steve’s commercials. Advertising man, Ken Segall, explains that Steve is like no other client. He doesn’t merely relegate advertising to some guy and say ‘call me when it’s done’. Steve’s hands are all over the crafting of any Apple commercial.[1] His marketing style involves a theatre cast with a hero (him) and a villain (a wealthier competitor). 

He enlisted one of the world's greatest film directors, Ridley Scott, to direct the first Mac TV commercial. The one-minute epic was to be shown during the most coveted and expensive timeslot - the Super-Bowl. Before the commercial was aired, Steve previewed it to a select audience. He announced to his faithful,

"It is now 1984. It appears IBM wants it all. Apple is perceived to be the only hope to offer IBM a run for its money. Dealers initially welcoming IBM with open arms now fear an IBM dominated and controlled future. They are increasingly turning back to Apple as the only force that can ensure their future freedom. IBM wants it all and is aiming its guns on its last obstacle to industry control: Apple. Will Big Blue dominate the entire computer industry? The entire information age? Was George Orwell right?"[2]

“NO!” screamed the frenzied crowd. The commercial's plot centred upon a nameless heroine who rebels against Big Brother - symbolising IBM. She is the one bright spark of colour in a drab world of conformity. She is the outrage of the few against the tyranny of the many. She is the Macintosh personified. '1984' won five hall-of-fame awards over the next two decades. The commercial shared the same shameless grandiosity we saw the previous year with Michael Jackson's music clip, Thriller. It was a call to arms to both Apple staff and customers. Apple had smeared its face with rainbow war paint in a battle with IBM. It was a battle that IBM weren't too concerned about anyway. They were soon shipping Windows-loaded units that did everything the Mac did and more.

Despite his well-choreographed stand against industrial fascism, a much more covert Big Brother than IBM was employing Steve’s symbol of rebellion. Within a year of the Mac  commercial, Steve watched a secret video tape prepared for the US Joint Chiefs of Staff eyes only. He discovered that every US nuclear weapon in Europe was being aimed using his computers. The revelation deflated Steve's lofty hopes that his Apple would change the world for the better. This is a man who loved to quote the famous pacifist John Lennon. Steve saw only one silver lining in this cloud: at least they weren't using Radio Shack.[3]


[1] Bloomberg (2010). Corporate Philanthropy's Biggest Givers. Retrieved from http://www.businessweek.com/interactive_reports/philanthropy_corporate.html

[2] Macworld (2006) Macintosh is 22 today. Macworld.com. Retrieved from http://www.macworld.co.uk/news/index.cfm?NewsID=13674&Page=1&pagePos=2

[3] Sheff, D. (1985, February 1) Playboy Interview: Steven Jobs. Playboy Magazine.

Steve Jobs: Man of The Year?

One of the very few ugly TIME covers
A 1983 Time Magazine article exposed the dark side of Steve. Michael Moritz wrote the article. He is now a Google board member who wrote 2010’s Return to the Little Kingdom: Steve Jobs and the Creation of Apple. Dan - employee #12 - said to Moritz,

"Something is happening to Steve that's sad and not pretty, something related to money and power and loneliness. He's less sensitive to people's feelings. He runs over them, snowballs them".[1]

It is rumoured that Steve never talked to Dan again. Steve was earmarked to be 1984’s Time Magazine Man of The Year; but after the world saw Steve’s true colours, the accolade went to The Computer instead. As of writing, he has been named many things, but never Time's Man of The Year.

Steve was becoming more and more alone by his own beautiful design. Woz - Employee #1 - found out that Steve had ripped him off back in the days when they were kids. Steve had promised Atari to make a game called Breakout. He asked Woz to build it. Steve once said that Woz “was the only person I met who knew more about electronics than me”. Woz was quoted as saying, “Steve didn’t know very much about electronics”.[2]  Woz did such a great job that the Atari staff had difficulty replicating Woz’s genius design for the final product. Steve told Woz that he received $700 from Atari to split between them. In fact, Atari had paid Steve five thousand dollars.  Furthermore, Woz worked without sleep for four days because Steve told him four days was Atari’s deadline. In fact, it was Steve’s deadline. He wanted Woz to finish the job in four days so he could be back at the commune in time for the apple harvest. Woz was so hurt when he found out that he cried. Woz confronted Steve. Rather than admit he had cheated his friend, Steve said that he couldn't remember what happened. Two years later, Woz permanently left full-time work at Apple.

If Woz had found out earlier about Steve's grift, he might never have helped Steve create Apple so many years ago in his parents’ garage. Over two decades later in an interview with Wharton School of the University of Pennsylvania, Woz demonstrates that to forgive is divine:

I think Steve needed money and just didn't tell me the truth. He should have known me well enough to just come out and say he needed the money. It would sound odd, me doing the entire design and him getting all the money. I would have done it. He was a friend. You help your friends. When you judge Steve as a person - the great things he brings to the world versus, maybe, these encroachments on personal decency or personal honesty with other people or disrespect of people when they've worked very hard and do a great job… those are probably outweighed by the good that he does for the world… Nobody's perfect. Everybody is going to have cases where they did something bad to somebody, said something nasty to them and maybe regret it later.[3]
Steve’s misbehaviour is thoroughly discussed in the critically acclaimed bestselling book The No A…hole Rule: Building a Civilized Workplace and Surviving One That Isn't.  The author, Robert Sutton is a Stanford Professor of Management Science, praised by Business Week as one of the “B-School All Stars”.[4] Robert said to Fortune Magazine
As soon as people heard I was writing a book on a…holes, they would come up to me and start telling a Steve Jobs story. The degree to which people in Silicon Valley are afraid of Jobs is unbelievable. He made people feel terrible; he made people cry; but he was almost always right, and even when he was wrong.[5]
Meanwhile, everything looks great on the surface of Steve's life. At the Macintosh Black Tie party, he danced with an icon from his childhood, folk singer, Joan Baez. They waltzed between dinner courses to the music of the San Francisco Symphony Orchestra. Steve was 27 and Joan was 41. She had just performed at the 25th Grammys. The song she sang was ‘Blowin’ in The Wind’, written by her old flame, Bob Dylan. Steve has every album Dylan ever recorded. When the night ended, Steve drove the fifteen-minute journey home alone in his silver roadster. His Los Gatos house was very expensive, very fashionable, and very empty. There was a mattress and some cushions on the bare floor. The only adornment was a gaudy and grandiose painting by Maxfield Parrish.[6] Maxfield’s world, like Steve’s, was full of drama, unreality, and romanticised characters .
A fatal flaw lived deep inside the more shadowed part of Steve. Two millennia ago, the Ancient Greek philosopher, Aristotle, named this flaw “hamartia”. The trait leads to the inevitable downfall of the protagonist in a tragic drama. Steve believed that only he knew what was best for the world. He believed that he should control everything. He unwittingly passed this flaw onto the tiny closed world of his Mac.

[1] Moritz, M. (1983, January 3) The Updated Book Off Jobs. Time Magazine.

[2] Linzmayer, O.W. (2004) Apple Confidential 2.0: The Definitive History of the World’s Most Colorful Company. San Francisco: No Starch Press.

[3] Knowledge@Wharton (2008, February 20) Steve Wozniak on Apple, Steve Jobs and the Value of a Good Prank. Retrieved from http://knowledge.wharton.upenn.edu/article.cfm?articleid=1903

[4] Macsai, D. (2007, August 22) Powerful Profs. Business Week.

[5] Elkind, P. (2008 March 5) The Trouble With Steve Jobs. Fortune Magazine.

[6] Deutschman, A. (2000) The Second Coming of Steve Jobs. New York: Broadway