Sunday, August 28, 2011

Jobs at Apple: Master inventor, master marketer

Steve Jobs AppleSteve Jobs started Apple Computer with a high school friend in a Silicon Valley garage in 1976, was forced out a decade later, then returned to rescue the company. During his second stint, Apple grew into the most valuable technology company in the world.

Jobs invented and masterfully marketed ever-sleeker gadgets that transformed everyday technology, from the personal computer to the iPod and iPhone. Cultivating Apple's countercultural sensibility and a minimalist design ethic, he rolled out one sensational product after another, even in the face of the late-2000s recession and his own failing health.

Jobs helped change computers from a geeky hobbyist's obsession to a necessity of modern life at work and home, and in the process he upended not just personal technology but the cellphone and music industries.

Perhaps most influentially, he launched the iPod in 2001, which offered "1,000 songs in your pocket." Over the next 10 years, its white earphones and thumb-dial control seemed to become as ubiquitous as the wristwatch.

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