Remembering Steve Jobs, the man who saved Apple

06.10.2011

The Mac's impact wasn't just felt on people who bought it in the '80s, though: in hindsight, it quite literally redefined what a computer was. Microsoft introduced its Windows program as a reaction to it; by 1995 Windows had duplicated Apple's graphical interface. Essentially every personal computer in existence now follows most of the paradigms introduced by the original Mac more than a quarter-century ago.

The Mac capped off a series of accomplishments for Jobs in the early days of Apple, which he co-founded in 1976 with Steve Wozniak and Ronald Wayne. The company famously started in Jobs's garage, where the company assembled its first computer, the Apple I. Its first mass-produced product was the Apple II, which was released in 1977. Designed by Wozniak, the Apple II featured a rugged plastic case, an integrated keyboard and power supply, support for color displays, and a 5.25-inch floppy drive. The Apple II was a wild success, ushering in the personal computer era, and carried Apple through the mid-1980s.

In the early '80s Apple tried to build on its success with an Apple III targeted at business users, but it was a resounding failure. The story goes that Steve Jobs wanted the computer to run silently--a good example of Jobs's attention to product detail--so he ordered that it be built without an internal fan. Unfortunately, customers found that the Apple III overheated frequently.

At the end of 1980, Apple went public; its IPO created hundreds of millionaires at the company. In exchange for $1 million of pre-IPO stock, Xerox gave Apple access to its PARC facilities, where Jobs and others saw the progress Xerox was making with the graphical user interface (GUI). That visit led to the Apple Lisa--a Mac-like computer that sold for nearly $10,000, and was never a success--and then the Mac.

Jobs was also a driving force behind the famous "1984" television commercial, directed by Ridley Scott, that debuted during the Super Bowl in January 1984. Jobs and his personally-recruited CEO John Sculley thought the iconic ad was excellent, and purchased 90 seconds of Super Bowl commercial time for the spot. Apple's board of directors was less convinced of the advertisement's greatness, and Apple's advertising agency Chiat/Day resold 30 of those seconds to another advertiser. The ad ran, and the Macintosh went on sale two days later.