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Source global Wall Street Journal     time 2022-01-14 21:26:29
Typefacelarge in Small
The most Zen of all simplicities was Jobs’s decree, which astonished his colleagues, that the iPod would not have an on-off switch. It became true of most Apple devices. There was no need for one. Apple’s devices would go dormant if they were not being used, and they would wake up when you touched any key. But there was no need for a switch that would go Click—you’re off. Good-bye.”

CHAPTER TWENTY-NINE APPLE STORES

This intensity encouraged a binary view of the world. Colleagues referred to the hero/shithead dichotomy. You were either one or the other, sometimes on the same day. The same was true of products, ideas, even food: Something was either the best thing ever,” or it was shitty, brain-dead, inedible. As a result, any perceived flaw could set off a rant. The finish on a piece of metal, the curve of the head of a screw, the shade of blue on a box, the intuitiveness of a navigation screen—he would declare them to completely suck” until that moment when he suddenly pronounced them absolutely perfect.” He thought of himself as an artist, which he was, and he indulged in the temperament of one.

Markkula was only thirty-three, but he had already retired after working at Fairchild and then Intel, where he made millions on his stock options when the chip maker went public. He was a cautious and shrewd man, with the precise moves of someone who had been a gymnast in high school, and he excelled at figuring out pricing strategies, distribution networks, marketing, and finance. Despite being slightly reserved, he had a flashy side when it came to enjoying his newly minted wealth. He built himself a house in Lake Tahoe and later an outsize mansion in the hills of Woodside. When he showed up for his first meeting at Jobs’s garage, he was driving not a dark Mercedes like Valentine, but a highly polished gold Corvette convertible. When I arrived at the garage, Woz was at the workbench and immediately began showing off the Apple II,” Markkula recalled. I looked past the fact that both guys needed a haircut and was amazed by what I saw on that workbench. You can always get a haircut.”


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