From the 60 Minutes Archive: Steve Jobs

It only has four squares, it says professional, home, consumer, laptop, desktop, we're going to make four computers, laid off three thousand people and launched a new advertising campaign, here's to the crazy people, the misfits, the rebels, the troublemakers ,

steve

jobs

helped write that he edited it himself. He put it in them that they changed the world in the end, along with four or five other people, they have written this not as an advertising copy but as a manifesto, they drive the human race forward and although some may see them as crazy, we see geniuses because The people who are crazy enough to think they can change the world are the ones who do.

The campaign heralded what would become the biggest comeback in business history and changed the world. Steve Jobs sought out his biological parents and this battle with cancer when he was 60 years old.

minutes

returns the story will continue after this when Steve Jobs returned to Apple in 1997 the company had only five percent of the computer market and was almost bankrupt when Jobs died of cancer 14 years later Apple was the second most valuable corporation in the world by a slight margin. behind exxon mobil in his new biography of works, walter isaacson writes that he revolutionized or reinvented seven industries personal computers animated films music phones tablets computing digital publishing and retail stores he did it isaacson says he is at the crossroads of science in the humanities that connecting creativity with technology and combining leaps of imagination with feats of engineering to produce new devices that consumers hadn't even thought of thanks for coming let's make some history together today if you had to pick a day when it all came together 9 January 2007 is not bad.

Jobs is in San Francisco at the Mac World Conference in man mode as he presents his latest product to Faith. These are not three separate devices, this is one device and we call it iPhone, it is not alone. A remarkable achievement, but a validation of everything Jobs believed in. If you created and controlled all of your own hardware and all of your software, you could integrate all of your products and all of your content seamlessly into one digital hub and no one but Steve. Jobs had thought about it. This is something that Microsoft couldn't do because it made software but not hardware.

It's something Sony couldn't do because they made a lot of devices but didn't really make software. OS. It is the only company. that had end-to-end control was Apple biographer Walter Isaacson, writes that Jobs had created a walled garden, if you wanted to use any of his products, it was easier to buy into the entire Apple ecosystem, it was something that only a fan of the total control could have. He brought out the personality of it, passions, products and private life were all intertwined and closely guarded. The more he saw Walter Isaacson, the more he learned what his house was, as if his house in Palo Alto were a house on a normal street with a normal sidewalk.

There is no big winding driveway, no big security fences. You can go through the driveway. You could enter the garden through the back door and open the back door to the kitchen, which was not closed before. It was a normal family home and he said he wanted to live there. in a normal place where children could walk, children could go to other people's houses and I didn't want to live that luxurious lifestyle that so many people have when they get rich, there was no live-in help or entourage. He was worth seven billion dollars but was not materialistic and he told Isaacson in a recorded interview that he had learned early on what money could do for people.

I saw a lot of other people at Apple and especially after we went public, how it changed them and a lot of people thought they had to start being rich, so they would, I mean, if you went out with Rolls Royces and bought houses and they and their wives had plastic surgery and they and these I watched these people who are really nice, simple people turn into these strange people and I made myself a promise. I said I'm not going to let this money ruin my life. Do you have a photo of the family? Oh, sure, Isaacson showed us some personal family photos that Jobs had given him for his book shortly before. he died was a look at a part of working life that few people would see this is lorraine that's aaron reed eve and this is on his family vacation

jobs

he married laureen powell 20 years ago a former investment banker who could hold her own with her mercurial husband and she is a great balance, he knows how to choose strong people to be around him and, uh, he sure did when he married laureen.

Now this is uh Reid to his son. Reid is a lot like his father, except he has the kindness of his mother. Eve is a great rider I think she could be in the Olympics one day riding a horse Aaron has a great sense of design He is a really great kid His fourth child is Lisa Brennan Jobs The daughter Jobs had with his girlfriend 33 years ago and she was neglected for more than a decade until he moved in with family as a teenager Isaacson said his reconciliation was important to the work because his own biological parents had abandoned him he felt there was a void he felt something was missing in 1986 he began searching for his biological mother and found joanne scheibel simpson lives in los angeles did she know that her son, the son she gave up, was

steve

jobs no, but she tells him there is one thing I have to tell you, you have a sister and the sister I raised did not Can we hold on? up for adoption and I have to tell you because I have never told you this and the sister turns out to be Mona Simpson the novelist and Mona Simpson and Steve Jobs are totally separated at birth, as they say, and then they go on a search, a journey to find The biological father, especially Mona, wants to find what she calls the missing father.

They eventually locate Abdulfatah John Gendali, a Syrian American with a doctorate in political science who runs a restaurant in Sacramento, but as Jobs tells Isaacson on tape, he decides to let Mota meet. he alone when I was looking for my biological mother, obviously, I was looking for my biological father at the same time and I learned a little about him and I didn't like what I learned and I asked him not to tell him if he had met me and I hadn't told him nothing about me, so mona goes to the cafeteria and meets a guy, Mr.

Gendali, who runs it, who tells her, among other things, when she asks her: "Do you know how sorry he is?", but then he says that He had had another son. and mona said what happened to her, she said oh i don't know, we'll never hear from him again and then she says: i wish you could have seen me when i ran a bigger restaurant. He used to run one of the best restaurants. In Silicon Valley everyone used to come there, even Steve Jobs used to eat there and Mona is a little taken aback and bites her tongue and doesn't say that Steve Jobs is your son, but she looks surprised and he says yes, he left big tips and I was in that restaurant once or twice and I remember meeting the owner who was from Syria and it was probably him and I shook his hand and he shook mine and that's it and Jobs never talked to him, never talked to him , never entered. contact with him I never wanted to see him, not even when Jobs was on his deathbed, the cancer that eventually killed him was discovered accidentally while he was being tested for kidney stones in 2004.

A cat scan showed a shadow on his pancreas that turned out to be be a malignant tumor and then they do a biopsy and they are very excited, they say this is good, it is one of those pancreatic cancers that grows very slowly, five percent can be cured, but Steve Jobs is not operated on immediately . he tries to treat it with diet he goes to spiritualists he goes to various ways of doing it macrobiotically and he doesn't have surgery why he doesn't have surgery immediately you know I asked him what he said he didn't want my body to be open and soon everyone tells him to stop try to treat it with all these roots and vegetables and have everything operated on, but they do it nine months later, too late, well, one assumes it is too late because, according to When they operate, they notice that it has spread to the tissues around the pancreas .

How could such a smart man do something so stupid? Yeah, I think he felt that if you ignore something, you don't want it to exist. you can have magical thinking and it worked for him in the past. He repented. You know, some of the decisions he made and I certainly think he felt like he should have had surgery sooner. The papers acknowledged his surgery, but downplayed the seriousness of the situation. writes that he continued receiving secret cancer treatments even though he told everyone he was cured and that's what people believed until 2008. In 2008 he introduced the iPhone 3, but that wasn't the main story, so Suddenly people are out of breath because he has lost so much weight, he looks very frail and suddenly people realize that he is very sick again.

He publicly denies it. He says things that there is a hormonal imbalance, which has a grain of truth because his liver was secreting the wrong hormones, but. It wasn't just a hormonal imbalance because the cancer had gone to his liver and he is trying to deny it to himself and the public and this is a problem, of course, it is a legal problem. Well, it's a publicly traded company and you have a great opportunity. tension between two principles, one of which is that material information cannot be withheld from shareholders, the other has certain privacy rights from CEO Jobs eventually took a medical leave and in March 2009 received a secret liver transplant in Memphis that He was not publicly acknowledged until three months later, the doctors who performed the operation realized that the cancer had spread, but Jobs returned to work to unveil the iPad and continued working until the end.

What were those last two and a half years of his life like? life spoke to me a lot about what happened when he got sick and how he focused on he said he no longer wanted to go out and not travel the world he would focus on the products he knew the couple of things he wanted to do that was the iPhone and then the iPad. He had some other visions. I think he would have loved to have conquered television. He would love to make an easy-to-use television, so he had those things, but he also started to focus on his family again.

It was a brutal and painful struggle and he often spoke to me about the pain. In his final meetings, the papers occasionally brought up the topic of death. I saw my life as an ark and that it would end and compared to that, nothing mattered. Know? I mean, you're born alone, you're going to die alone, and does anything else really matter? I mean, what exactly do you have to lose? Steve, you know, there's nothing. He survived almost eight years with his cancer and in the final meeting with Isaacson. In mid-August he was still hopeful that there might be a new medication that could save him.

He asked me at one point and said there might be things in this book that I didn't like, and I kind of smiled and said, yeah, you know? There will probably be things you don't like. He said, "Okay, okay. I won't read it when it comes out. I'll read it in six months or a year. Did you have any conversations that day or any other time?" On another occasion, about a future life, I remember that one day he was sitting in his garden and he started talking about God. He said that sometimes I believe in God sometimes.

I don't think it's 50, 50 maybe, but I've had cancer since then. I've been thinking about it more and find myself believing it a little more. Maybe it's because I want to believe in an afterlife where when you die, all the wisdom you've somehow accumulated doesn't disappear, it lives on. He paused for a second and said Yes, but sometimes I think it's like clicking an on/off switch and it's gone, he said and paused again, he said and that's why I don't like turning off switches on Apple devices.