Setting the Context:

The transcript captures a portion of a presentation where Steve Jobs shares his perspective on why computers are so fascinating and revolutionary. The discussion appears to be part of a broader series aimed at exploring technology.

Efficiency of Locomotion:

Jobs recounts reading an article in his youth, possibly in Scientific American, which ranked different species based on the efficiency of their locomotion—measured in kilocalories expended to travel between two points. The condor was ranked the most efficient, while humans had an unimpressive ranking.

The Bicycle Metaphor:

The article took an interesting turn when it included the efficiency of a human riding a bicycle. This configuration “blew away the condor,” topping the list for efficiency. Jobs was struck by this, drawing the conclusion that humans are unique in their ability to build tools that amplify their inherent abilities to extraordinary levels.

Computer as an Amplifier:

Jobs likens the computer to a “bicycle of the mind,” a tool that dramatically extends human capability. In his view, the computer serves to amplify our mental capacities, allowing us to achieve much more than we could unaided.

Early Stages:

He believes that we are in the “very early stages” of this tool’s development, implying that its future potential is enormous. Even in its nascent state, the computer has already brought about significant changes.

This segment encapsulates Steve Jobs’ philosophical approach to technology as not merely functional devices but as tools that can dramatically enhance human capabilities.

Impact of Key Innovations:

Steve Jobs highlighted two major innovations that have propelled the computing industry forward. The first was the spreadsheet, specifically VisiCalc, which catapulted the Apple II to success. The second was desktop publishing, which originated in 1985 with the Macintosh and the LaserWriter printer. These innovations enabled capabilities previously limited to specialized professions, thereby driving widespread adoption of computers.

Third Wave of Innovation:

Jobs predicts a third wave of innovation focused on human-to-human communication and collaboration, terming it “interpersonal computing.” He observes that as business conditions rapidly evolve, organizations are increasingly unable to adapt at the same pace. Sophisticated networks and user interfaces on desktop devices can now facilitate dynamic, electronically organized collaborative groups that can adapt much more rapidly than traditional hierarchical or geographic organizational structures.

Early Encounters and Perspective:

Jobs recounts his first experiences with computers, emphasizing how they shaped his perspective on the potential of desktop computing. Initially fascinated by a terminal connected to a mainframe, he soon had the opportunity to interact with one of the first desktop computers produced, the Hewlett Packard 9100A. This immediate transition from terminal to desktop shaped his long-term viewpoint that computers should be accessible and manipulable on a personal level.

Decentralization of Computing Power:

When asked about how personal computing has affected the landscape, Jobs did not elaborate but implied that the shift from centralized mainframes to distributed personal computing has been significant. This decentralization has allowed for more power at the edges of networks, rather than concentrated in central mainframes.

Founding of Apple:

Jobs shares that the founding of Apple was not originally driven by a desire to start a company. Both he and Steve Wozniak, working at Atari and HP respectively, initially sought to have their innovations developed by their employers. They started Apple only after being turned down, marking it as a last-resort alternative rather than a primary intention.

Realization of Potential:

Jobs felt the real promise of the personal computing revolution when he saw people, who couldn’t design or build computers themselves, using and enjoying them. This convinced him that the industry was on the brink of something transformative, as computers moved higher up the “food chain” and became accessible to a broader audience.

Automation and Manufacturing:

Steve Jobs emphasizes that the goal of automation in factories is not solely to reduce cost but mainly to increase quality and decrease time-to-market for products. He argues that these factors are crucial for a technology company’s survival, especially in the highly competitive global marketplace.

Global Competition:

Jobs points out that companies like Next are not just competing at a local or national level anymore; they are facing off against global entities like “Europe Inc.” and “Japan Inc.” To remain competitive, he stresses the need to be a world-class manufacturer.

Higher Education and Networking:

Jobs discusses the role of computer networks in higher education, detailing how they have been instrumental in research and learning. He mentions that DARPA initially provided a prototype network for university communities to improve and experiment with, which has since become vital for higher education.

Role of Computing in K-12 Education:

For primary and secondary education, Jobs notes that the focus has been mainly on computer literacy. He identifies a bottleneck in the system due to the lack of sophisticated courseware. While higher education has led the way in leveraging computer networks, K-12 schools are lagging behind.

Challenges in Education System:

Jobs briefly touches on the numerous challenges facing the K-12 education system, although he doesn’t delve into specifics. He implies that these challenges are complex and require more than just technological solutions.

Meeting Macintosh Deadlines:

Steve Jobs discusses the intense work that went into meeting deadlines for the Macintosh release, revealing that they had aimed to launch it a year earlier. He says that by the time they committed to Super Bowl advertising spots, they were in the final stretches, even though it required working around the clock for six months.

Artistry in Computing:

Jobs explains the decision to have the Macintosh team sign the computer’s case. He likens the developers to artists and poets who have found a new medium—computing—to express themselves. Jobs feels this medium offers another avenue for creativity and that the signature act was a fitting tribute to the team’s artistic effort.

Emotional Shareholder Announcement:

Jobs describes the emotional moment during the Macintosh announcement at the shareholder meeting. The auditorium, filled with around 2,500 people, gave a standing ovation, leaving the Macintosh team, seated in the front rows, emotional. Jobs notes that the product then belonged to the world, making it immutable from that point on.

Microprocessor to Computer Transition:

Jobs indicates that the original inventors of the microprocessor didn’t fully grasp its potential. It took computer hobbyists to recognize that these microprocessors could serve as the heart of computers, not just calculators.

Apple’s Founding Motives:

Jobs simplifies the motive behind founding Apple, stating they initially wanted to build computers just for their friends and had no grand vision of establishing a company. This illustrates the modest origins and the lack of initial corporate ambition, contrasting with the global influence Apple later achieved.

User Interface Philosophy:

Steve Jobs emphasizes that the concept behind the Macintosh was to create a computer for people who simply want to use one, without needing to learn the technical details. The Macintosh was designed to be intuitive, reflecting Jobs’ belief that user interfaces should facilitate straightforward interaction between humans and computers.

User Expectations: Old vs Young:

Jobs shares an anecdote about giving a Macintosh to Sean Lennon on his birthday. He notes a generational gap in how people approach technology: older individuals are often curious about how a machine performs its functions, while younger people are more focused on what it can actually do. This distinction indicates shifting expectations about technology, particularly in the realm of user interfaces.

Natural Evolution of User Interface:

When questioned about the evolution and future of user interfaces, Jobs expresses that he finds the focus on this topic somewhat strange. He sees the development of intuitive user interfaces as a natural and inevitable progression, much like the advent of automatic transmissions in cars. This suggests that Jobs viewed improved interfaces not as a feature but as an essential, unavoidable advancement.

Historical Context:

The interviewer mentions that many people are unaware of key figures like Doug Engelbart, who have made significant contributions to the development of user interfaces. Although Jobs does not explicitly acknowledge Engelbart, the context suggests an acknowledgment that user interface development has a broader historical lineage, hinting at its importance in computing history.

Importance of Networking:

Steve Jobs discusses the significance of networking, predicting that it will revolutionize human-to-human communication in the ’90s, much like spreadsheets changed financial modeling. He believes that although personal computers empowered individuals, they remain isolated “islands.” The challenge, therefore, lies in interconnecting these computing units to form a more unified fabric.

Personal Computers as Tools for Empowerment:

Jobs likens the impact of personal computers to the shift from passenger trains to automobiles. Just as cars provided personal freedom in transportation, PCs have democratized access to computing. This democratization has enabled millions to use computers decades ahead of when they would have in a previous paradigm, thereby giving them control over their own destinies.

Challenges in the Computing Landscape:

Despite the empowerment, Jobs notes the problems created by isolated computing power. While PCs are powerful tools, they lack the networking needed to bring people together. Hence, a significant challenge remains in connecting these isolated units to leverage both individual and collective benefits.

The Vision Behind Next:

Jobs explains that the Next machine is an extension of his career-long focus to provide more powerful tools to people. Next aims to offer a computing power an order of magnitude higher than existing PCs. This is coupled with integrated networking capabilities to usher in a new era of interpersonal computing. A new software architecture was developed to enable applications to be built in a fraction of the time it takes on a PC, effectively laying the groundwork for what Jobs hopes will become the “fourth platform software standard.”

Platform Software:

Jobs stresses the role of platform software as the bedrock upon which applications are built. The potential of any application is confined by the limitations or empowered by the capabilities of the platform software. Jobs identifies only three successful systems in desktop computing history: Apple II, IBM PC, and Macintosh. Next aims to establish the fourth platform software standard, built by some of the best software minds over four years.

Transformative Impact of Interpersonal Computing:

Steve Jobs describes the significant changes he witnessed within his own company, Next, after integrating high-speed networking and interpersonal computing. According to him, this revolution is greater than the impact of the first spreadsheet and desktop publishing technologies. Jobs suggests that the networked environment has fundamentally changed how work is conducted and managed.

Project Collaboration via Networking:

Jobs shares a specific example to illustrate the revolution. He mentions creating a special mailbox for a project with WGBH that involves team members across various departments. Messages sent to this mailbox are instantly accessible to everyone on the team, enhancing collaborative discussion and rapid decision-making.

Management Oversight and Efficiency:

In this networked system, Jobs sees an opportunity for a new form of management. Managers can add themselves to project mailboxes to oversee the intellectual content, disagreements, and decisions that fly by in messages. This not only offers a novel way to manage but also provides unparalleled transparency into the workings of various teams within the organization.

Improved Decision-Making and Reduced Meetings:

The networking system has reduced the number of meetings by at least 50%, Jobs claims. It has also improved the quality of decisions by involving more contributors. Managers now have a “window” into the company’s operations that was never available before, improving the quality and efficiency of decision-making.

Balance of Connectivity and Isolation:

Jobs concludes by emphasizing the need for a balance. While the networked environment offers fantastic capabilities, he acknowledges that there should be the ability to disconnect and use the computer in a standalone manner, perhaps for focused work or personal use.

Seamless Transition Between Network and Isolation:

Steve Jobs articulates his vision for a seamless transition between networked and standalone computing experiences. He emphasizes that while networking capabilities are growing, computers must also be able to function independently, especially for users who want to disconnect and go to remote locations. His five-year goal is to create this fluidity between the two modes.

Paradox of Network and Home Computing:

Jobs posits an interesting paradox: the growth of home computing won’t be driven by its standalone capabilities (like storing recipes) but by its networked functionalities. The inability to disconnect from this network when at home, he believes, will make computers as ubiquitous as telephones in every household.

Computers vs Multi-Functional Devices:

Jobs disagrees with the idea that future computers will integrate other technologies like radios, TVs, and stereos. He contends that while computers will have multimedia capabilities, they will primarily remain computing devices, distinct from other forms of technology.

Multimedia as a Means, Not an End:

Jobs argues that multimedia isn’t the ultimate goal but a means to improve interpersonal communication and training. He notes that consumers will buy computers not for their multimedia capabilities, but for their potential to enhance communication and education. Multimedia elements like sound and video will be additional layers in this interaction.

Focus on Core Purpose:

In summary, Jobs emphasizes that the focus should remain on the core purpose of computers—to facilitate better communication and training. He warns against losing sight of this amid the technological advancements and new features that computers will undoubtedly acquire.

Inspiration from Xerox PARC:

Steve Jobs discusses his first visit to Xerox’s Palo Alto Research Center (PARC) in 1979, where he encountered transformative technologies like larger screens, proportionally spaced text, and the mouse. He recognized these developments as the future of computing and felt it changed Apple’s course.

Commercialization Challenge:

Jobs acknowledges that while Xerox PARC was groundbreaking, it was largely focused on long-term research rather than short-term commercialization. When Apple decided to adapt these technologies, they faced two main challenges: completing the half-finished research and finding a cost-effective way to implement it for consumer adoption.

Macintosh: The Computer for the Rest of Us:

Discussing the Macintosh, Jobs describes it as a computer for non-experts. The machine was designed to be easy to use so that people wouldn’t need to learn how to operate it—they could just use it. Interestingly, this user-friendliness required more computational power, making the Mac more capable than its less-intuitive counterparts.

Metaphor and User Interface:

The Mac’s user interface introduced a new metaphor in computing, transitioning from command prompts to graphical desktops. Jobs stresses that the team behind the Mac believed in the intersection of art and science, incorporating elements like typography and natural language into the interface.

Thinkers and Doers:

Jobs argues that real innovation comes from individuals who are both thinkers and doers. He draws an analogy to Leonardo da Vinci, who was an artist but also had in-depth knowledge in chemistry and anatomy. In Jobs’ view, the biggest contributions to any industry come from individuals who embody both these attributes.

Role of Intellectual Work:

Steve Jobs emphasizes the role of hard intellectual work behind any true innovation. He dispels the notion that breakthroughs happen purely due to chance or superficial effort.

Technology Adoption through Generational Change:

Jobs notes the inevitable adoption of computers through the cycle of life and death. Those who do not adapt to new technologies like computers will eventually be replaced by younger generations for whom these technologies are second nature.

Early Microprocessors and Calculators:

Jobs discusses that the microprocessor was originally not intended for computers but was designed for calculators. Intel, which pioneered the technology, did not realize its broader application initially.

Hobbyist Influence:

The role of the hobbyist community in computing is stressed. The Homebrew Computer Club at Stanford is cited as a catalyst for computing innovations, providing a platform for enthusiasts to share and collaborate on projects.

The Birth of Byte Magazine:

Jobs points out the significance of Byte Magazine, which served as a national platform for computer hobbyists, driving the community into an exciting and dynamic phase.

Partnership with Wozniak:

Jobs talks about his long-time collaboration with Steve Wozniak, recounting their earlier projects such as building “blue boxes” for free phone calls. Their complimentary skills contributed to the creation of the Apple I.

Design Philosophy of Apple I and II:

Steve Jobs discusses the design choices for Apple I and Apple II. The Apple I required additional hardware parts but came with a pre-assembled board, making it accessible to a larger audience compared to DIY kits. The Apple II took this a step further by coming fully assembled, targeting software hobbyists who may not have hardware expertise.

Importance of Education:

Jobs reiterates that changing society most effectively can be done through the educational system, highlighting its role in ensuring that new generations are adept at using technology.

Early Computer Fairs:

Steve Jobs recounts the first face-to-face gathering of personal computer hobbyists at the Atlantic City Computer Show in 1976. Contrasting it with the later West Coast Computer Fair in San Francisco, Jobs describes the amateurish nature of the Atlantic City event but acknowledges its historical importance as the first of its kind. The West Coast fair was more professional but still hobby-oriented, attracting thousands more attendees and a hundred companies.

Introduction of Apple II:

Jobs mentions that the Apple II was introduced at the West Coast Computer Fair and quickly became the hit of the show. The Apple II was pivotal as it was the world’s first successful personal computer, defining future PCs.

Role of Partnerships:

Jobs shares how partnerships with Regis McKenna and Mike Markkula were established. McKenna initially turned down Jobs several times before agreeing to assist with advertising. Markkula was introduced to Jobs through a venture capitalist and joined just before the Apple II launch. Both were crucial in Apple’s growth.

Importance of Disk Drive:

Jobs emphasizes the crucial role the disk drive played in Apple II’s success. Apple was years ahead of its competitors in offering a reliable, inexpensive floppy disk drive. This gave them a competitive edge and contributed greatly to the machine’s popularity.

Memory and Software:

Jobs points out that the Apple II could hold up to 48KB of memory, three times more than its competitors. This was significant as it allowed for the development of software like VisiCalc, which wouldn’t have been possible on other computers at the time.

Market Research:

Jobs discusses the role of market research in product development. While initially, it was easy to gather opinions from computer club meetings, as the industry matured, this became more challenging. Market research, according to Jobs, can validate incremental improvements but rarely helps in making non-incremental jumps in innovation.

Non-Incremental Innovation:

Jobs believes that market research often can’t predict something that people don’t know they want yet. He cites the Macintosh and personal computers as examples where market research couldn’t have led to their creation. However, he suggests that once a non-incremental jump has been made, market research can be useful for validation.

Social Impact:

Jobs refrains from commenting on how personal computers have changed society, directing the question to Alan Kay. However, he does note that the growth of the personal computer was driven not by semiconductor companies but by computer hobbyists who realized the potential of microprocessors.

Company Origins:

Steve Jobs stated that Apple initially began with the simple goal of building computers for friends, with no grand vision of becoming a company. This suggests that the genesis of Apple was more of a passion project rather than a calculated business endeavor.

User Interface Importance:

Jobs emphasized the importance of user interfaces, particularly in the design of the Macintosh. He highlighted that the goal was to create a computer “for people who want to use a computer rather than learn how to use a computer.” This aligns with a broader philosophy that technology should be intuitive and accessible.

Generational Perspectives:

Jobs noted a generational divide in how people approach technology. Older individuals often want to know how a technology works, while younger individuals are more interested in what it can do. This reflects shifting priorities and expectations regarding technology and its role in our lives.

User Interface Evolution:

Despite its importance, Jobs found the focus on the evolution of user interfaces to be “strange,” likening its natural development to that of automatic transmissions in cars. For him, the advancement of user interfaces was an inevitable progression, not a subject of debate.

Future of Networking:

Jobs foresaw that the 1990s would bring about a revolution in human-to-human communication through desktop computers. He believed that networking would have an impact similar to how spreadsheets transformed financial modeling and desktop publishing changed publishing.

Steve Jobs’ insights reveal not just the philosophical underpinnings of Apple’s early days but also provide a snapshot into the evolving relationship humans have with technology.