Apple
iPhone pre-launch: Looking “Inside Steve’s Brain”
Author Leander Kahney on Steve Jobs' success.
Just a few hours from now, Apple CEO Steve Jobs will take the stage at the company’s developer conference in San Francisco and — almost certainly — unveil a new version of the iPhone.
We know the new phone will pack faster cellular networking — known as 3G — and that Apple will finally allow outside developers to create programs for it. The device’s other features, though, remain sealed behind Apple’s nearly impregnable wall of secrecy (nearly impregnable: Many educated guesses are floating about).
But while we wait, it may be fun to consider the man behind all the secrecy, as well as all the success.
I recently chatted with Leander Kahney, an old Wired.com colleague of mine who has just written “Inside Steve’s Brain,” a highly entertaining, penetrating look at Apple’s rebirth under Jobs.
Leander and I talked about how Jobs refashioned Apple in the 1990s, how the company designs and produces its products, and whether Jobs learned anything from losing the PC market to Microsoft.
Can you describe Apple’s state before Jobs came back in 1996, and what he did to turn it around?
Apple in 1996 was Microsoft in 2008 — it was trying to do everything. It had a full range of hardware, from computers to printers and monitors. It had the Newton handheld. It had a whole range of software. It had a huge R&D group, too. Someone told me that the budget for the power brick for the early PowerBook was a million dollars. That was the kind of craziness that was going on at the company. There was no command and control.
What was amazing was the decline was so precipitous. Apple had gone from being one of the biggest computer makers in the world to being in the worst trouble. When Jobs got there the revenues had gone from about $11 billion to about $6 billion, but it was still running like it was an $11 billion company.
Gil Amelio [Jobs' predecessor] had made a lot of cuts. But Jobs had a much cleaner vision. He cut the company back to just four products. He did a comprehensive product review, but it was also a people review — and that was how he discovered some of the talent at the company, including Jonathan Ive [who now heads Apple's industrial design studio].
So the story of Jobs’ success is massive simplification. But I wonder what you think of the current lineup — it seems it’s getting more and more complex, with all the different iPods, the iPhone, a TV device … Is that a danger for Apple?
Not at all, because it’s a very rational progression. They’re all built upon the same foundation. They all use OS X, even the iPod. A lot of their computers are the same — the iMac is essentially the same machine as the iBook and the Mac Mini; they’ve just patched them up and put them into different form factors.
Or the iPhone — that’s built upon the expertise they got building the iPod. They just push the form factors a little, but it’s a logical progression.
You spend a lot of time describing how they come up with these products. It’s a unique process, one that involves a huge number of prototypes. Can you describe it?
It’s a process where they discover the product through constantly creating new iterations. A lot of companies will do six or seven prototypes of a product because each one takes time and money. Apple will do a hundred — that’s how many they did of the MacBook. Steve Jobs doesn’t wake up one morning and there’s a vision of an iPhone floating in front of his face. He and his team discovered it through this exhaustive process of building prototype after prototype.
The prototypes are fully functioning. They have a studio packed with high-end manufacturing equipment. Initially the prototypes are built in big polycarbonate boxes, but as they perfect the enclosure they’ll build fully functioning models in the studio and then on factory lines to make sure they can be manufactured.
One of the important things about this process is they often find what fails. Jobs has said he’s as proud of the stuff they haven’t done as the stuff they have done. They made a PDA in the late ’90s to compete with the Palm, but they never released it because it didn’t live up to their expectations.
Some people see the phone market shaping up as a competition between Google and Apple. It seems Google might be playing the role Microsoft did with Windows in the early ’90s — its mobile OS, Android, is open; it’s going to be available for all kinds of phone makers on all kinds of devices.
It’s almost exactly like the early days of the PC market. Apple’s control-freak tendencies could be its own worst enemy. Developers would much rather work with someone like Google or Microsoft, which are much more developer-friendly, much more open, don’t place so many restrictions on the experience.
Did Jobs learn anything from the Mac experience?
What distinguished them with the iPod was how they acted like their own worst nightmare — they acted like their own competition. The iPod was updated so feverishly. They were so paranoid about someone coming along and taking it away. You’ll probably see the same thing with the iPhone; there’ll be a range of models, cheap ones and flashy ones.
Do you think they can get to their goal of selling 10 million iPhones in 2008?
The numbers there look like they’re going to be pretty stretched. But they’ve struck these nonexclusive deals internationally, so I think 10 million iPhones in the U.S. is a stretch, but worldwide, I don’t think they’re going to have any problem. They’ve gone to all these markets overseas that weren’t being served before.
I sold my used iPhone to this guy on Craigslist, and he was selling it in Ukraine for $1,000. There’s huge demand overseas.
I also know a lot of people who are waiting for the iPhone 2. First, because they didn’t want to buy the first version of a product, and also because it’ll have 3G — that’s the thing, the fast networking. And having an OS you can load applications on, that’s going to be big. There’ll be a ton of experimentation with touch and tap interfaces.
It won’t be a locked-down device anymore. It’s a platform. It’s a mobile computer. I think it has the potential to be a really big platform.
Farhad Manjoo is a Salon staff writer and the author of True Enough: Learning to Live in a Post-Fact Society. More Farhad Manjoo.
America’s great divergence
The new innovation economy is making some cities richer, many cities poorer -- and it's transforming our country
(Credit: karamysh via Shutterstock) Menlo Park is a lively community in the heart of Silicon Valley, just minutes from Stanford University’s manicured campus and many of the Valley’s most dynamic high-tech companies. Surrounded by some of the wealthiest zip codes in California, its streets are lined with an eclectic mix of midcentury ranch houses side by side with newly built mini-mansions and low-rise apartment buildings. In 1969, David Breedlove was a young engineer with a beautiful wife and a house in Menlo Park. They were expecting their first child. Breedlove liked his job and had even turned down an offer from Hewlett-Packard, the iconic high-tech giant in the Valley. Nevertheless, he was considering leaving Menlo Park to move to a medium-sized town called Visalia. About a three-hour drive from Menlo Park, Visalia sits on a flat, dry plain in the heart of the agricultural San Joaquin Valley. Its residential neighborhoods have the typical feel of many Southern California communities, with wide streets lined with one-story houses, lawns with shrubs and palm trees, and the occasional backyard pool. It’s hot in the summer, with a typical maximum temperature in July of ninety-four degrees, and cold in the winter.
Continue Reading CloseEnrico Moretti is a professor of economics at the University of California, Berkeley, whose research has been supported by the National Science Foundation, the National Institutes of Health and has been featured in the New York Times, the Wall Street Journal and Slate, among other publications. More Enrico Moretti.
The Foxconn raise paradox
The Apple manufacturer's decision to increase wages in China isn't necessarily good news for its workers there
In this May 26, 2010 file photo, staff members work on the production line at the Foxconn complex in the southern Chinese city of Shenzhen, southern China (Credit: AP Photo/Kin Cheung) TAIPEI, Taiwan — Guilt-ridden iPad users were ready to rejoice last weekend, after Foxconn announced that it would bump up pay, reduce overtime and improve living conditions and safety protocols for its legions of Chinese workers producing Apple products in the coastal boomtown of Shenzhen.
For years, the Taiwanese electronics giant has been dodging accusations of bad labor practices, charges that have tarnished the reputation of the world’s hottest gadget retailer.
The trial of Mike Daisey
Salon writers debate the backlash around "This American Life's" retraction scandal
Mike Daisey and Ira Glass (Credit: mikedaisey.blogspot.com/AP/Seth Wenig) Laura Miller: The retraction by the radio program “This American Life” of an episode based on Mike Daisey’s stage show, “The Agony and the Ecstasy of Steve Jobs,” raises (once more) the question of how much fiction we’re getting in our nonfiction. “This American Life” found that several incidents and facts in Daisey’s account of his firsthand investigation of working conditions in the Chinese factories where Apple devices are made were fabricated or otherwise inaccurate.
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Mary Elizabeth Williams is a staff writer for Salon and the author of "Gimme Shelter: My Three Years Searching for the American Dream." Follow her on Twitter: @embeedub. More Mary Elizabeth Williams.
Laura Miller is a senior writer for Salon. She is the author of "The Magician's Book: A Skeptic's Adventures in Narnia" and has a Web site, magiciansbook.com. More Laura Miller.
Mike Daisey and the inconvenient truth
When storytellers exaggerate facts -- as a "This American Life" episode about Apple did -- the audience loses
In this undated image released by The Public Theater, Mike Daisey is shown in a scene from "The Agony and The Ecstasy of Steve Jobs," in New York. Daisey, whose latest show has been being credited with sparking probes into how Apple's high-tech devices are made, is finding himself under fire for distorting the truth. The public radio show This American Life retracted a story Friday, March 16, 2012, that it broadcast in January about what Daisey said he saw while visiting a factory in China where iPads and iPhones are made. (AP Photo/The Public Theater, Stan Barouh) (Credit: AP) I can’t be the only listener who thought this past weekend’s edition of “This American Life,” the public-radio show, was among the most compelling work Ira Glass and his team of producers had ever done. As I sat in my rental car stuck in Los Angeles gridlock listening to the radio, I felt certain I was part of a community of people across the country listening to the radio thinking Unbelievable.
Episode 460, “Retraction,” was an hour-long correction to Episode 454, “Mr. Daisey and the Apple Factory,” which aired January 6. That episode was a special hour-long condensation of Mike Daisey’s one-man show, “The Agony and the Ecstasy of Steve Jobs.” In that show, which ended Sunday in New York and heads next to Washington, D.C., Daisey recounts his trip to China to interview workers in the Foxconn factory, which makes Apple products. And in fact that episode — in which Daisey describes meeting workers who had to sleep in prison-like barracks; whose hands shook from the neurotoxins in cleaning solutions that Apple forced them to handle; whose arms were mangled from industrial accidents for which they were not compensated — had also been among the most compelling hours of radio I had ever heard. It launched Daisey into a role as a nationally prominent critic of Apple, appearing on MSNBC and elsewhere.
Continue Reading CloseMark Oppenheimer writes the Beliefs column for The New York Times. He can be followed on Twitter @markopp1. His website is www.MarkOppenheimer.com More Mark Oppenheimer.
Scott Turow on why we should fear Amazon
The feds might sue Apple and publishers over pricing. But a top author suggests the e-retailer's playing monopoly
(Credit: AP/Ben Margot) Late last week, the Justice Department warned Apple and five of the nation’s largest publishers that it was planning to sue them for price fixing. At issue is the agency model, a method of wholesaling e-books in which the publisher sets the retail price and the retailer takes a 30 percent cut. Most print and many e-books are sold under the traditional wholesale model, in which publishers sell books at a discounted price, and the retailer can resell them for whatever price it likes.
The unnamed player in this drama is Amazon, which had been selling e-books at a loss until two years ago, when the iPad came along and publishers used the emergence of the new device to pressure the online megaretailer into adopting the agency model, too. If Amazon wanted to sell e-books from the Big Six (as the six largest book publishers are called), it could no longer sell those titles for $9.99.
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Laura Miller is a senior writer for Salon. She is the author of "The Magician's Book: A Skeptic's Adventures in Narnia" and has a Web site, magiciansbook.com. More Laura Miller.
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