Ridley Scott made it in London using dozens of real skinheads among the enthralled
masses listening to Big Brother on the screen. A female discus thrower was chosen to
play the heroine. Using a cold industrial setting dominated by metallic gray hues, Scott
people in their tracks,” he said. “I want a thunderclap.” The task fell to the Chiat/Day
advertising agency, which had acquired the Apple account when it bought the advertising
side of Regis McKenna’s business. The person put in charge was a lanky beach bum with
pretty cool. They sent out Mike Moritz to write a story. We’re the same age,
and I had been very successful, and I could tell he was jealous and there was
an edge to him. He wrote this terrible hatchet job. So the editors in New
question.” But when the candidate droned on in his response, Jobs broke in.
“Gobble, gobble, gobble, gobble,” he said, cracking up Smith and Hertzfeld.
“It reflects his personality, which is to want control,” said Berry Cash, who was hired by
Jobs in 1982 to be a market strategist at Texaco Towers. “Steve would talk about the Apple
II and complain, ‘We don’t have control, and look at all these crazy things people are trying
to do to it. That’s a mistake I’ll never make again.’” He went so far as to design special tools
that argument: The Apple II had eight slots. But this time around it would be Jobs’s machine, not
Wozniak’s, and the Macintosh would have limited slots. You wouldn’t even be able to open
the case and get to the motherboard. For a hobbyist or hacker, that was uncool. But for Jobs, the
Macintosh was for the masses. He wanted to give them a controlled experience.
Reed, and he tried to talk Steve out of going there. So did his mother. It was far more than they could afford, they said. But their son responded with an ultimatum: If he couldn’t go to Reed, he wouldn’t go anywhere. They relented, as usual.
which made her vulnerable. “We worked together on an animated movie, then started going out, and she became my first real girlfriend,” Jobs recalled. As Brennan later said, “Steve was kind of crazy. That’s why I was attracted to him.”
and able to impose his will. “He was an enlightened being who was cruel,” she recalled. “That’s a strange combination.”
conversations was replaced by an interest in pathways to personal fulfillment. Jobs found himself deeply influenced by a variety of books on spirituality and enlightenment, most notably Be Here Now, a guide to meditation and the wonders of psychedelic drugs by Baba Ram Dass, born Richard Alpert. “It was profound,” Jobs said. “It transformed me and many of my friends.”
minimalist aesthetics, intense focus.” Jobs also became deeply influenced by the emphasis that Buddhism places on intuition. “I began to realize that an intuitive understanding and consciousness was more significant than abstract thinking and