GIMNAZIJA “Sveti Sava”

MATURSKI RAD
IZ
ENGLESKOG JEZIKA

“Steve Jobs”

Mentor: Učenik:
Žaneta Tomčić Danilo Batrićević

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 CONTENTS

Introduction………………………………………………………………………………………3

Methods and means of work…………………………………………………………………….4

Analysis…………………………………………………………………………………………...5

Steve jobs…………………………………………………………………………………………5

Early life, passion for electronics………………………………………………………………..6

Search for enlightenment………………………………………………………………………..7

Return to the USA……………………………………………………………………………….7

Fall of Apple………………………………………………………….…………………………..8

Macintosh…………………………………………………………………………………………8

Life after apple…………………………………………………………………………………...9

Pixar………………………………………………………………………………………………9

NeXT…………………………………………………………………………………………….11

Jobs’ Return…………………………………………………………………………………….12

Apple before Jobs’ return……………………………………………………………………...14

Jobs at work…………………………………………………………………………………….14

Networth…………………………………………………………………………………….…..15

Private life………………………………………………………………………………….……15

Health problems…………………………………………………………………….…………..17

Final years, final words………………………………………….……………………….…….18

Conclusion………………………………………………………………………………………19

Links and sources……………………………………………………………………………….20

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 INTRODUCTION

This assignment contains information about the late CEO of the very famous “Apple”
technological company Steve Jobs. Within this document I will be going in depth into both his
business and private life discussing his journey from an aspiring college student to the top of the
“Forbes” list in the late 20th and early 21st century.

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 METHODS AND MEANS OF WORK

All of the information contained within this document was found on the internet and various
web pages which will be named in the section named “ЦИТИРАНА ЛИТЕРАТУРА”.A
computer was the only necessary (and used) tool used to gather all the disclosed information.

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 ANALYSIS

Steve jobs

Steve Jobs (Feb. 24th ,1955 – October 5th, 2011) was an American businessman and inventor
who played a key role in the success of Apple computers and the development of new
revolutionary technology such as the iPod, iPad and MacBook.

Steve jobs was born in San Francisco, 1955 to two university students, Joanne Schieble and
Syrian-born John Jandali. They were both unmarried at the time and Steven was quickly given
up for adoption. He was adopted by Paul and Clara jobs, whom he always considered to be his
biological parents. His father, Paul, always encouraged Steve to experiment with gadgets in their
garage. Which later led to a lifelong interest in technology and electronic design.

Steve attended a local school in California and later enrolled at the Reed College in Portland,
Oregon. His education was characterized excellent test results and outstanding potential, he had
always been praised by teachers for his extraordinary performance. However he struggled with
formal education and manners, so it is also reported that he was a handful to teach. At Reed
College he attended a calligraphy course which always fascinated him. He later stated that this
course was the core instrument in Apple’s multiple typefaces, and proportionally spaced fonts.

Steve Jobs

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Early life, passion for electronics

As a child, Jobs preferred doing things alone. He used to swim competitively, and he wasn’t at
all interested in team-play sports or any other group activities. He shows a burning passion for
electronics at a very young age since most of his time was spent inside his patents’ garage, which
was actually also a workshop owned by an electronics manufacturer employed at Hewlett-
Packard. Job’s talent and curiosity were acknowledged and he ended up enrolling in the Hewlett-
Packard Explorer club. There he witnessed engineers and inventors introduce and demonstrate
new products, and from there he constructed his first computer at the age of just twelve. He knew
right away, that he was destined to work with computers.

While in high school Jobs attended lectures at the Hewlett-Packard plant. On one occasion, he
boldly asked William Hewlett (1931-2001), the CEO of Hewlett-Packard, for some parts he
needed to complete a school project. Hewlett was so impressed that he had not only given Jobs
the parts he wished for, but also offered him a summer internship at Hewlett-Packard.

After graduating high school he went to Reed college in Portland, dropping out after 2 years to
pursue his dream in working with computers. In 1974 he joined a group known as the Homebrew
Computer Club, there he met a technical whiz named Steve Wozniak, who played a very
important role in Jobs’ life, both as a friend and as a business companion.

Steve jobs and Steve Wozniak

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Steve’s search for “enlightenment” (India)

In 1974, Jobs travelled with a colleague, Daniel Kottke, to India in search for, as he alone had
previously stated, spiritual enlightenment. They travelled to Ashram of Neem Karoli Baba, a
temple in Kainchi. During his several months in India, he became fascinated with the Buddhist
and Eastern spiritual philosophy. At that time he also experimented with Psychedelic drugs. He
later commented that those counter-culture experiences were instrumental in giving him a wider
perspective on life and business. His lifestyle and home decoration were said to also have been
heavily influenced by the experience from that same trip.

Return to the USA, origins of Apple

Upon returning to the USA Jobs renewed his friendship with Steve Wozniak who had been
trying to build a small computer. To Wozniak, that was just a hobby, but the visionary Jobs
grasped the marketing potential of such an innovative device and convinced Wozniak to go into
business with him. In 1975, the 20-year-old Jobs and Wozniak set up a computer shop in Jobs’
patents’ garage, and dubbed the venture “Apple”. They began working on the prototype of the
Apple I. However they needed some starting money they would use to found Apple. Each one
made his own sacrifice to obtain the needed funds. Jobs sold his Volkswagen microbus, and
Wozniak sold his prestigious (at that time) Hewlett-Packard calculator.

Apple I proved to be popular mainly amongst hobbyists (collectors) but it came out as a pretty
big success for a small aspiring business such as Apple. From their first sales they managed to
raise enough cash to upgrade and refine their designs, which ensured further success in the
business.

In 1977, they introduced the Apple II, the first PC (short for Personal Computer) with color
graphics and a wired keyboard. Designed for beginners, the user-friendly Apple II was a
tremendous success, ushering in the era of the personal computers. First year sales of the Apple
II went up to $3 million. Two years later, the sales blew up to reach a new height of 200 million
dollars. Finally it looked as if Jobs’ vision of “a computer for the rest of us” started to turn into
reality, however the following years had something completely different in store for him.

Apple I Apple II

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The fall of Apple
By 1980, Apple’s shine was already starting to wear off due to the increased competition in the
technology market. Followed by rivalry with big names such a Microsoft and the IBM (short for
International Business Market) Apple’s next product Apple III made a significantly worse
performance than it’s previous models. The company continued to struggle financially even after
LISA, the fourth and most unsuccessful and disappointing product. LISA was a computer
designed for people who were not already familiar with the usage of a PC. But even thought
LISA was beginner-friendly, it failed to sell because it was more expensive than any average
personal computer sold by the competition. At the time it was estimated that Apple had lost half
of its market share (part of an industry's sales that a specific company has) to IBM.

Last resort, Macintosh

In 1984 Apple introduced a revolutionary new model, the Macintosh . The on-screen display
had small pictures called icons. To use the computer, the user pointed at an icon and clicked a
button using a new device called a mouse. This process made the Macintosh very easy to use.
The Macintosh did not sell well to businesses, however. It lacked features other personal
computers had, such as a corresponding high quality printer. The failure of the Macintosh
signaled the beginning of Jobs's downfall at Apple. Jobs resigned in 1985 from the company he
had helped found, though he retained his title as chairman of its board of directors. He later
looked back on this incident and said that getting fired from Apple was one of the best things that
happened to him – it helped him regain a sense of innovation and freedom, he couldn’t find work
in a large company.

The first Macintosh (1984)

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Life after Apple:

Pixar
Although Steve Jobs is best known for his role as the CEO of Apple, he also played a huge role
in turning film company Pixar into a multi-billion-dollar success.

After Jobs was ousted from Apple in 1985, he bought Pixar (at the time called Graphics Group)
from Lucasfilm for $5 million. He became the company's largest shareholder and CEO until
Disney bought it for $7.4 billion in 2006.

His years at Pixar provided Jobs' with a series of "uncomplicated highs," according to Brent
Schlender and Rick Tetzeli in their new book "Becoming Steve Jobs: The Evolution form a
reckless upstart, into a visionary leader”. Because Jobs reclaimed Apple's CEO spot in 1997, he
balanced his work at Pixar with running Apple for most of that period. He always tried to make it
to Pixar’s office at least once a week, usually on Fridays. He wasn't a filmmaker, but Pixar's
creative team found his ability to articulate criticisms about different movies as they were
developed was hugely valuable. Jobs had an explosive temper and a tendency towards very harsh
criticisms, but was more relaxed at Pixar than he was at Apple.

Since his role at Pixar was less hands-on than his role at Apple, it was simpler for Jobs to relish
his time at Pixar and celebrate the company's successes. He would get incredibly excited to pre-
screen new movies and took great pride in attending the Oscars whenever the company earned
awards. Pixar exec John Lasseter describes Jobs as Pixar's "biggest fan."

Working in Pixar brought Steve a fortune, he earned more in Pixar than at any other company
he worked for. During his reign at Pixar, some of the greatest animated movies (which were
mainly for children) were created. Pixar’s first hit was “A Bug’s Life” in 1998, Toy Story in
1999, Monsters Inc. (short for Incorporated) in 2001 and Finding Nemo in 2003. The animation
studio, initially in collaboration with Disney, decided to let go if it’s distribution deal with
Disney, mainly because of the increasing tension between Steve Jobs and Disney’s at-the-time
CEO Michael Eisner. Steve Jobs openly said that he would not be making any deals with the
magical kingdom until Eisner was out. Turns out that many of the big names in Disney shared
this Opinion with Jobs. Even Walt Disney’s own nephew, Roy Disney, who started a public
campaign to oust the company’s CEO in 2003. Which led to the nomination of Bob Iger as the
new CEO in September 2005.

Rumor has it that the first phone call Iger made after he became the CEO was to Pixar CEO
Steve Jobs. He was willing to show his good will in ending the Pixar-Disney dispute. Steve Jobs
took this opportunity to tell him his new Apple plan. He was going to introduce an iPod with
video features and wanted a movie store with it. Iger accepted and thus made up with Disney.

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PIXAR animation studio movies:

Toy story (1995) Finding Nemo (2003)

Monsters Inc. (2001) Cars (2006)

PIXAR’s logo

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The NeXT

Due to the friction between him and his coworkers, Steve jobs was basically kicked out of
Apple. Soon after that unfortunate set of events he decided to incorporate a new company by the
name of NeXT. NeXT first made its debut at a gala even in October 1988 where they introduced
the “NeXT cube”. When it came out, it was indeed a great machine, with unarguably the best
hardware one could find at the time. But despite its numerous qualities, it did not sell well. The
NeXT cube was made for higher education and business, the perfect computer for universities.
However it was way too expensive for them. The cube was at a $10.000 cost, while universities
were asking for computers with the budget of $3000 and under. After two years of very low sales
NeXT launched a new and cheaper machine, the NeXT station. However, that did not go well
either as they were too late with the idea, and other companies were already quite a few steps
ahead of NeXT. The monthly sales of their computers struggled hopelessly at only hundreds, and
the company bled money. It’s co founders started leaving one by one, including NeXT’s most
important investor, Texan billionaire Ross Perot. By 1993 NeXT had to give up all of its
hardware business to become a small software company. Jobs knew he had failed, and he was
devastated.

However, in the 1990s, NeXT software was used as a framework in WebObjects used in Apple
Store and iTunes store. In 1996, Apple bought NeXT for $429 million. The purchase of NeXT
brought Jobs back to Apple. He was given the post of chief executive. At the time, Apple had
fallen way behind rivals such as Microsoft, and Apple was struggling to even make a profit.

NeXT logo

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Jobs’ return, Apple’s revival

The few months after Steve Jobs came back to apple were among the hardest-working in his
life. He later told his biographer Walter Isaacson that he was so exhausted, he couldn’t speak a
word when he came home at night. He reviewed every team in Apple and asked them to justify
why they were important to the future of the company. If they couldn’t, their product would get
canceled, and there would be a high probability of them being fired. Jobs also brought with him
his executive team from NeXT, and installed them in key positions. He had set out to rebuild
what his former colleagues destroyed. Critics started to believe in Jobs’ ability to run Apple
when he unveiled his first great product, the iMac. Introduced in May 1998, it was Apple’s first
Truly innovative product since the original Macintosh back in 1984. Its translucent design blew
away the whole PC industry, which had failed to produce anything but black beige boxes for
over a decade. Moreover, it was a hot seller, and it played a key role in bringing back tons of
developers from the Mac platform. Design innovations continued throughout 1998 and 1999
with the colored iMacs and the iBook. Apple’s consumer notebook. After three long and hard
working years, Jobs managed to bring Apple back to the respectable status of the best and
coolest tech icon it once had.

With a certain degree of ruthlessness Jobs launched Apple in a whole new direction. Many
products were scrapped from the get-go. He mainly focused on designing devices which were
focused on accessibility, simple use, appealing and colorful design and of course, innovative
features. The iPod was a revolutionary product in that it built on existing portable music devices
and set the standard for portable digital music. In 2008, iTunes became the second biggest music
retailer in the US, with over six billion song downloads and over 200 million iPods sold.

iPod

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 In 2007, Apple successfully entered the mobile phone market, with the iPhone. This used
features of the iPod to offer a multi-functional and touchscreen device to become one of the best-
selling electronic products. In 2010, he introduced the iPad – a revolutionary new style of tablet
computers.

iPad

The design philosophy of Steve Jobs was to start with a fresh slate and imagine a new product
that people would want to use. This contrasted with the alternative approach of trying to adapt
current models to consumer feedback and focus groups. Job’s explains his philosophy of
innovative design. In an interview for the Business Week magazine (Issued 25th May 1998)
Steve jobs said:

_____________________________________________________________________________

“ In the end, for something this complicated, it’s really hard to design products by focus groups.
A lot of times, people don’t know what they want until you show it to them.”

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Apple before Jobs’ return

Business was not all sunshine and roses at Apple. In the decade following Steve’s departure, the
computer maker had milked all the cash it could from the Macintosh and its Successors, surfing
on the wave of the desktop publishing revolution that the Mac and the laser printer had made
possible. But in 1995 Microsoft released Windows 95, which was a pale but working copy of the
Mac OS (short of operating system), sales of Macintosh computers, and the rest of apples
appraised product started plummeting.

A new CEO (short for Chief Executive Officer), Gil Amelio, arrived in early 1996 to save the
company. He cut costs, got rid of a third of the workforce, and decided that instead of writing a
new, modern operating system from scratch to compete with Windows, it was better for Apple to
acquire one. Eventually, Amelio chose to buy the NeXTSTEP, NeXT’s operating system, and
Steve Jobs convinced him to buy the whole company for a whopping $400 million. The deal was
made in December 1996, and Steve Jobs was back at the company he had founded.

Jobs at work

Apple has been rated No.1 in America’s most admired companies. Jobs management has been
described as inspirational, although c-workers also state, Jobs could be a hard taskmaster and
was temperamental. NeXT Cofounder Dan’l Lewin was quoted in Fortune as saying of that
period, “The highs were unbelievable … But the lows were unimaginable.”

____________________________________________________________________________

“My job is not to be easy on people. My job is to take these great people we have and to push
them and make them even better.” –Steve Jobs

Under Jobs, Apple managed to overtake Microsoft regarding share capitalization. Apple also
gained a pre-eminent reputation for the development and introduction of groundbreaking
technology. Interview in 2007, Jobs said:

____________________________________________________________________________

“There’s an old Wayne Gretzky quote that I love. ‘I skate to where the puck is going to be, not
where it has been.’ And we’ve always tried to do that at Apple. Since the very very beginning.
And we always will.”

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Net worth
Jobs earned only $1million as CEO of Apple. But, share options from Apple and Disney gave
him an estimated fortune of $8.3billion.

___________________________________________________________________________

“I was worth over $1,000,000 when I was 23, and over $10,000,000 when I was 24, and over
$100,000,000 when I was 25, and it wasn’t that important because I never did it for the money.”

-Steve Jobs

Personal (private) life

Though he was one of the world's most famous CEOs, Steve Jobs kept his private world, wife
and family, illegitimate daughter, father who gave him up for adoption and long lost sister
hidden from the public eye.

Since the founding of Apple computers in 1976, fans and the media grasped for any hint at the
personal life of the man in the black turtleneck, trying to piece together what they could of the
reclusive innovator.

But Jobs was so successful at keeping the details of his life out of the celebrity pages that a Pew
poll in June 2010 found that only 41 percent of Americans correctly identified Jobs as head of
Apple. A CBS poll that year concluded that 69 percent of Americans didn't know enough about
Jobs to have an opinion about him.

In his last days of life, stories about Jobs' private life once again became fodder for his fans,
who wondered, , where Jobs' $6.7 billion fortune would end up.

Jobs most public display of a personal life included his wife, Laurene Powell, and their three
children: Reed Paul, Erin Sienna, and Eve. Powell and Jobs had been married for more than 20
years. The two were married in a small Buddhist ceremony in Yosemite National Park in 1991,
and lived in Woodside, Calif.

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But unbeknownst to the public, Steve was a real player in his youth.

In college, Jobs dated singer Joan Baez, according to Elizabeth Holmes, a friend and classmate.
In "The Second Coming of Steve Jobs," Holmes tells biographer Alan Deutschman that Jobs
broke up with his serious girlfriend to "begin an affair with the charismatic singer-activist."
Holmes confirmed these details to ABC News.

Deutschman's book also says Jobs went on a blind date with Diane Keaton; went out with Lisa
Birnbach, author of "The Preppy Handbook;" and hand delivered computers to celebrities he
admired.

He also had a less well-known family life. He has a daughter, Lisa Brennan Jobs, born in 1978
with his high school girlfriend, Chris Ann Brennan.

Fortune magazine reported that Jobs denied paternity of Lisa for years, at one point swearing in
a court document that he was infertile and could not have children. According to the report, Chris
Ann Brennan collected welfare for a time to support the child, until Jobs later acknowledged Lisa
as his daughter.

Jobs' reluctance to accept Lisa is ironic since he was given up for adoption as a child and has
refused to speak to his biological father, despite the father's efforts to contact Jobs.

Abdulfattah "John" Jandali, a Syrian man who fathered Jobs, had emailed his son a few times in
a tentative effort to make contact. The father never called the son because he feared Jobs would
think the dad who had given him up was now after his fortune. Unfortunately Steve never
responded to his father’s emails.

"I really don't have anything to say," Jandali, vice president at Boomtown Hotel Casino in
Reno, Nev., told the International Business Times when asked about his son's death.

Jandali, a Syrian immigrant, had been quoted by the New York Post recently saying he didn't
know until just a few years ago that the baby he and his ex-wife, Joanne Simpson, gave up grew
to be Apple’s CEO.Jandali told the Post that had it been his choice, he would have kept the baby.
But Simpson's father did not approve of her marrying a Syrian, so she moved to San Francisco to
have the baby alone and give him up for adoption.

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 Jandali, who is 80, said at the time that he would have been happy to just have a cup of coffee
with the son he never knew before it was too late. Stories of Jobs' battle with a form of
pancreatic cancer and his liver transplant were public and Jobs' health had deteriorated to the
point where he was forced to resign as CEO of Apple.

He was quoted as saying, "This might sound strange, though, but I am not prepared, even if
either of us was on our deathbeds, to pick up the phone to call him."

Jobs also had a biological sister with whom he became close with in later years. Mona Simpson,
the acclaimed writer of books like "Anywhere But Here," offered Jobs information on his birth
parents and wrote a book based on their relationship entitled "A Regular Guy.". And though his
sister had a normal relationship with their father, 80-year-old biological father, Jobs avoided and
boycott him until the very end.

Health problems, battle with cancer

In 2003, Jobs discovered that he had a neuroendocrine tumor, a rare but operable form of
pancreatic cancer. Instead of immediately opting for surgery, Jobs chose to alter his pesco-
vegetarian diet while weighing Eastern treatment options. For nine months, Jobs postponed
surgery, making Apple's board of directors nervous. Executives feared that shareholders would
pull their stock if word got out that their CEO was ill. But in the end, Jobs' confidentiality took
precedence over shareholder disclosure. In 2004, he had a successful surgery to remove the
pancreatic tumor.

Early in 2009, reports circulated about Jobs' weight loss, some predicting his health issues had
returned, which included a liver transplant. Jobs responded to these concerns by stating he was
dealing with a hormone imbalance. Days later, he went on a six-month leave of absence. In an
e-mail message to employees, Jobs said his "health-related issues are more complex" than he
thought, then named Tim Cook, Apple’s chief operating officer, as “responsible for Apple's
day-today operations."

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Final years, final words…
After nearly a year out of the spotlight, Steve Jobs delivered a keynote address at an invite-only
Apple event on September 9, 2009. He continued to serve as master of ceremonies, which
included the unveiling of the iPad, throughout much of 2010. However, in January 2011, Jobs
announced he was going on medical leave. In August, he resigned as CEO of Apple, handing the
reins to Cook, and on October 5th 2011, he passed away due to pancreatic cancer complications.
Leaving behind a wife, 3 children, his fortune of billions of dollars, and his kingdom, Apple.
Reportedly Steve Jobs’ last words were “OH WOW!”.

Steve Jobs has a Biography written by Walter Isaacson (who has formerly written biographies
about Benjamin Franklin and Albert eintstein) the book was released 19 days after Jobs’death by
Simon & Schuster (an American publishing company) on October 24, 2011 and is available for
purchase nowdays via Amazon and multiple other online stores.

Cover of “Steve Jobs” by Walter Isaacson

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 CONCLUSION

Steve Jobs serves as a perfect modern example of a man who tried to change the world for the
better. He had a vision of a world where everyone had easy access to technology and its wonders
making life easier for mankind. He managed to utilize his passion for technology and machinery
in business. To him profit never mattered individually, it was only a tool necessary for him to
keep creating new gadgets and keep his companies alive. Like many great inventors and
scientists before him, he succeeded in opening people’s eyes to a different, brighter future and
managed to impact the evolution of society, and everyday life largely. Through all the struggles,
be it financial, physical or mental, he managed to still find a way to do his best in every situation,
all for a greater purpose. Personally I am eternally thankful to Jobs. After having the opportunity
to do research on the most famous businessman I realized how big of an icon he really was. He
has been the key creator of entertainment and education for many generations, myself included
of course. I never thought that all the movies I watched as a kid came from one man’s initiative. I
mean, I literally grew up with jobs indirectly influencing me, be it the animated characters I used
to idolize and love, or the technology we all use to this day. Jobs deserves to go down in history
as one of the most important figures of the modern technological era. Without his hard work who
knows where our industries would be at right now. I am glad to have had the opportunity to do
research on such and amazing human being, and I believe the loss we’ve suffered with his death,
is one worth generations of mourning.

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 LINKS AND SOURCES

Photos (In order):

Steve jobs 1,2:

https://www.adamsmith.org/blog/steve-jobs-capitalist-innovator

https://newrepublic.com/article/100978/form-fortune-steve-jobs-philosopher

Steve Jobs and Wozniak 1,2:

https://www.theguardian.com/technology/2014/jul/08/steve-wozniakr-steve-jobs-apple

https://www.pinterest.com/pin/43769427600104659/?lp=true

Computers Apple I and Apple II:

https://en.wikipedia.org/wiki/Apple_I

http://oldcomputers.net/appleii.html

The Macintosh:

https://appleinsider.com/articles/19/01/24/apple-launched-macintosh-on-january-24-1984-and-
changed-the-world----eventually

Toy Story:

https://www.europosters.hu/plakatok/toy-story-woody-buzz-v26853

Finding Nemo:

https://www.amazon.com/Disney-Pixar-Finding-Nemo-Busy/dp/2764324626

Monsters inc.:

https://en.wikipedia.org/wiki/Monsters,_Inc

Cars:

https://worldofcars.fandom.com/wiki/Cars_(Movie)

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Pixar logo:

https://geeks.media/the-history-behind-the-pixar-lamp

NeXT logo:

https://en.wikipedia.org/wiki/NeXT

Business week Steve Jobs issue 1998:

https://www.newsweek.com/steve-jobs-unveils-imac-169734

“Steve Jobs” by Walter Isaacson:

https://en.wikipedia.org/wiki/Steve_Jobs_(book)

Information:
https://en.wikipedia.org/wiki/Steve_Jobs

https://www.biography.com/business-figure/steve-jobs

https://allaboutstevejobs.com/

https://www.entrepreneur.com/article/197538

https://www.biographyonline.net/business/steve-jobs.html

https://www.britannica.com/biography/Steve-Jobs

Literature:
“Steve Jobs” – Walter Isaacson:

https://www.amazon.com/Steve-Jobs-Walter-Isaacson/dp/1451648537

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