1 00:00:04,440 --> 00:00:12,400 Speaker 1: Welcome to tech Stuff, a production from iHeartRadio. Hey there, 2 00:00:12,440 --> 00:00:13,920 Speaker 1: and welcome to tech Stuff. 3 00:00:13,960 --> 00:00:15,600 Speaker 2: I'm your host, Jonathan Strickland. 4 00:00:15,640 --> 00:00:18,520 Speaker 1: I'm an executive producer with iHeart Podcasts and how the 5 00:00:18,560 --> 00:00:22,360 Speaker 1: tech are you? This time for a tech Stuff classic episode. 6 00:00:23,079 --> 00:00:25,960 Speaker 1: We have another multi parder coming up on here. It's 7 00:00:25,960 --> 00:00:29,000 Speaker 1: actually a three partner, So for the next three fridays, 8 00:00:29,760 --> 00:00:33,680 Speaker 1: including this one, we'll be talking about the Macintosh. And 9 00:00:33,880 --> 00:00:36,920 Speaker 1: because this came from a different era, I used the 10 00:00:37,960 --> 00:00:43,080 Speaker 1: imaginative titling sequence of the McIntosh story Part one, so 11 00:00:43,120 --> 00:00:44,920 Speaker 1: I bet you can guess what the next two are called. 12 00:00:45,440 --> 00:00:50,240 Speaker 1: This originally published back on June second, twenty seventeen. 13 00:00:50,680 --> 00:00:51,440 Speaker 2: Hope you enjoy. 14 00:00:52,479 --> 00:00:55,800 Speaker 1: The Macintosh came out in nineteen eighty four, and we'll 15 00:00:55,800 --> 00:00:58,480 Speaker 1: talk about its debut toward the end of this podcast, 16 00:00:58,480 --> 00:01:01,480 Speaker 1: because we're really looking at the early stages, what was 17 00:01:01,560 --> 00:01:05,120 Speaker 1: happening back when they were first talking about starting the 18 00:01:05,200 --> 00:01:08,640 Speaker 1: Macintosh project over at Apple, and kind of explaining the 19 00:01:08,680 --> 00:01:12,320 Speaker 1: thought process that went into the formation of that computer. 20 00:01:13,720 --> 00:01:17,200 Speaker 1: Maybe in later episodes, I'll continue to trace the evolution 21 00:01:17,319 --> 00:01:20,840 Speaker 1: of the Macintosh, but it's a pretty interesting story. Just 22 00:01:20,880 --> 00:01:23,760 Speaker 1: the beginning alone is an interesting story. And you have 23 00:01:23,840 --> 00:01:27,800 Speaker 1: to put yourself in the mindset of the early nineteen eighties, 24 00:01:27,840 --> 00:01:31,080 Speaker 1: really the late seventies and early eighties, and what was 25 00:01:31,120 --> 00:01:33,959 Speaker 1: going on at that time, and the really the birth 26 00:01:34,040 --> 00:01:37,040 Speaker 1: of the personal computer industry as a whole, because it 27 00:01:37,120 --> 00:01:40,600 Speaker 1: was brand new back in the late seventies early eighties. Now, 28 00:01:40,680 --> 00:01:43,600 Speaker 1: I know a lot of my listeners are younger than 29 00:01:43,640 --> 00:01:43,959 Speaker 1: I am. 30 00:01:44,280 --> 00:01:44,880 Speaker 2: That's awesome. 31 00:01:44,920 --> 00:01:47,840 Speaker 1: I'm glad you guys enjoy the show. I will be 32 00:01:47,840 --> 00:01:50,760 Speaker 1: talking a lot about the seventies and eighties. I know 33 00:01:50,800 --> 00:01:53,160 Speaker 1: it sounds like ancient history to some of you, but 34 00:01:53,240 --> 00:01:54,360 Speaker 1: that's when I grew up. 35 00:01:54,680 --> 00:01:58,880 Speaker 2: So just be nice. I'm old and my feelings are 36 00:01:58,920 --> 00:02:01,560 Speaker 2: easily hurt. All right, All that's out of the way. 37 00:02:01,760 --> 00:02:06,680 Speaker 1: Let us dive into the world of the Macintosh. You 38 00:02:06,720 --> 00:02:09,640 Speaker 1: know what I do for a living, or, as my 39 00:02:09,639 --> 00:02:13,160 Speaker 1: favorite character from cinema, Quint from Jaws would say. 40 00:02:13,880 --> 00:02:17,040 Speaker 2: You'll know me. You know what I do for a living. 41 00:02:18,000 --> 00:02:20,320 Speaker 2: I don't just talk about technology. 42 00:02:20,400 --> 00:02:24,040 Speaker 1: I have to backtrack fifteen years before the thing began, 43 00:02:24,200 --> 00:02:25,960 Speaker 1: just to tell you all the stuff that happened before 44 00:02:26,000 --> 00:02:28,880 Speaker 1: the beginning thing. So we're gonna talk about some history 45 00:02:28,880 --> 00:02:32,880 Speaker 1: of Apple first leading up into the launch of the 46 00:02:32,960 --> 00:02:39,959 Speaker 1: Macintosh project. So let's begin with the date of April first, 47 00:02:40,480 --> 00:02:45,840 Speaker 1: nineteen seventy six, April Fool's Day, nineteen seventy six. That 48 00:02:46,200 --> 00:02:51,320 Speaker 1: was when two Steves, one known as Steve Jobs and 49 00:02:51,360 --> 00:02:55,840 Speaker 1: the other known as Steve Wozniak, decided in a garage 50 00:02:56,440 --> 00:02:59,280 Speaker 1: to form a very special relationship with one another to 51 00:02:59,320 --> 00:03:02,120 Speaker 1: become partner in a brand new company that would be 52 00:03:02,160 --> 00:03:07,280 Speaker 1: called Apple Computers. That garage was in Coopertino, California, and 53 00:03:07,320 --> 00:03:10,200 Speaker 1: that's where Apple Computers was born on April first, nineteen 54 00:03:10,280 --> 00:03:13,799 Speaker 1: seventy six. Now, the actual story, of course, starts a 55 00:03:13,840 --> 00:03:17,040 Speaker 1: little earlier than that. Wosniak and Jobs originally met in 56 00:03:17,120 --> 00:03:21,399 Speaker 1: nineteen seventy one through a mutual friend named Burl Bill Fernandez, 57 00:03:21,919 --> 00:03:23,640 Speaker 1: and the two of them found that they shared a 58 00:03:23,639 --> 00:03:28,720 Speaker 1: couple of really big interests in common. They both loved technology, 59 00:03:29,480 --> 00:03:34,920 Speaker 1: and they both loved mischief. They really loved pulling pranks. 60 00:03:35,080 --> 00:03:38,360 Speaker 1: Steve Wozniak had come from a phone freaking background, and 61 00:03:38,400 --> 00:03:41,440 Speaker 1: if you want to know what phone freaking is, freaking. 62 00:03:41,080 --> 00:03:43,120 Speaker 2: Is spelled with a pH. 63 00:03:43,200 --> 00:03:45,760 Speaker 1: I did a full episode about phone freaking in the past, 64 00:03:45,800 --> 00:03:48,480 Speaker 1: so you can search the tech stuff archives. In short, 65 00:03:48,800 --> 00:03:52,520 Speaker 1: it involves manipulating the phone system. It's kind of like hacking, 66 00:03:52,920 --> 00:03:56,000 Speaker 1: but for telephones. And it was all about being able 67 00:03:56,040 --> 00:03:59,400 Speaker 1: to make long distance calls for free by fooling the 68 00:03:59,440 --> 00:04:04,400 Speaker 1: phone system that you were some sort of administrative tone. 69 00:04:04,960 --> 00:04:08,280 Speaker 1: You know, you could actually produce a sound a tone 70 00:04:08,800 --> 00:04:11,240 Speaker 1: using a device. One of the early ones was a 71 00:04:11,240 --> 00:04:15,720 Speaker 1: whistle from Captain Crunch Serial and make long distance calls 72 00:04:15,720 --> 00:04:18,200 Speaker 1: for free. Well, Steve Wozniak was a guy who was 73 00:04:18,200 --> 00:04:20,000 Speaker 1: interested in this. He was interested in the way that 74 00:04:20,040 --> 00:04:21,960 Speaker 1: the phone system worked, and he also kind of liked 75 00:04:22,000 --> 00:04:25,960 Speaker 1: the idea of pulling a fast one on people. In fact, 76 00:04:25,960 --> 00:04:28,960 Speaker 1: there's a great story about jobs in Wozniak making a 77 00:04:29,000 --> 00:04:32,800 Speaker 1: call to the Vatican this way and they at least 78 00:04:32,800 --> 00:04:36,760 Speaker 1: reportedly nearly got the Pope on the phone, but he 79 00:04:36,800 --> 00:04:39,600 Speaker 1: didn't pick up because it turned out his fridge was running, 80 00:04:39,720 --> 00:04:41,240 Speaker 1: so he went out to catch it. 81 00:04:42,040 --> 00:04:44,480 Speaker 2: Anyway, the two. 82 00:04:44,920 --> 00:04:48,960 Speaker 1: Joined the Homebrew Computer Club in the mid seventies. This 83 00:04:49,120 --> 00:04:52,800 Speaker 1: was a big club in California, primarily where people who 84 00:04:52,800 --> 00:04:57,000 Speaker 1: were enthusiasts of computers would get together start building kits 85 00:04:57,040 --> 00:05:01,840 Speaker 1: from scratch, trying to make their own co computers. Wozniak 86 00:05:01,920 --> 00:05:06,479 Speaker 1: took inspiration from an early kit called the Altair. So, yeah, 87 00:05:06,480 --> 00:05:08,159 Speaker 1: this was a computer that you would get all the 88 00:05:08,200 --> 00:05:10,440 Speaker 1: parts for, but you would have to put it together yourself. 89 00:05:10,800 --> 00:05:12,680 Speaker 2: It wasn't something you bought straight out of the box. 90 00:05:12,720 --> 00:05:15,000 Speaker 1: Although there were companies that would do that for you, 91 00:05:15,040 --> 00:05:17,080 Speaker 1: where they'd put it together and you would just buy 92 00:05:17,120 --> 00:05:18,160 Speaker 1: the completed Altair. 93 00:05:19,160 --> 00:05:20,760 Speaker 2: That's not what Wosniak was interested. 94 00:05:20,800 --> 00:05:25,440 Speaker 1: Inosneiak decided he wanted to make his own computer. So 95 00:05:25,839 --> 00:05:30,040 Speaker 1: he thought, well, what if I made a typewriter interface, 96 00:05:30,480 --> 00:05:32,680 Speaker 1: which was innovative, no one had done that with a 97 00:05:32,680 --> 00:05:35,400 Speaker 1: personal computer yet. And what if instead of just a 98 00:05:35,440 --> 00:05:38,720 Speaker 1: bunch of lights that would indicate the results, I created 99 00:05:39,120 --> 00:05:42,680 Speaker 1: a display, or I allowed this computer to connect to 100 00:05:42,720 --> 00:05:46,400 Speaker 1: a display and show things on a monitor. And so 101 00:05:46,480 --> 00:05:48,839 Speaker 1: he used a television set, just an old TV set 102 00:05:48,880 --> 00:05:52,560 Speaker 1: that he could wire to his computer, and thus the 103 00:05:52,680 --> 00:05:57,480 Speaker 1: Apple one was born. It was a brand new idea. 104 00:05:57,560 --> 00:06:02,080 Speaker 1: The Apple one computer was a far cry from the 105 00:06:02,120 --> 00:06:06,040 Speaker 1: personal computers that would follow. It was really a hobbyist computer. 106 00:06:07,320 --> 00:06:09,800 Speaker 1: Steve Jobs was able to go to a retailer and 107 00:06:09,880 --> 00:06:12,159 Speaker 1: convince the retailer, why don't you put in an order 108 00:06:12,200 --> 00:06:14,280 Speaker 1: for these Apple one computers because they're going to be 109 00:06:14,320 --> 00:06:17,680 Speaker 1: a hot ticket item. People are really interested in computers, 110 00:06:17,720 --> 00:06:19,480 Speaker 1: and now they can finally get their hands on one. 111 00:06:20,440 --> 00:06:22,840 Speaker 1: Steve Jobs is a great salesman, or was a great salesman, 112 00:06:22,839 --> 00:06:24,800 Speaker 1: and he was able to convince the retailer to put 113 00:06:24,839 --> 00:06:27,000 Speaker 1: in an order, which was the only way they could 114 00:06:27,000 --> 00:06:29,000 Speaker 1: actually afford to build the Apple computers. 115 00:06:29,040 --> 00:06:31,160 Speaker 2: So they couldn't they couldn't. 116 00:06:30,800 --> 00:06:33,679 Speaker 1: Deliver upon the order until they had managed to secure 117 00:06:33,680 --> 00:06:35,800 Speaker 1: the order, and then once they did, they started building 118 00:06:35,839 --> 00:06:38,400 Speaker 1: these things. But even then they had to cut some corners. 119 00:06:38,520 --> 00:06:40,919 Speaker 1: So the original Apple one didn't have a case. It 120 00:06:40,960 --> 00:06:44,880 Speaker 1: was all just naked hardware and you had to build 121 00:06:44,920 --> 00:06:47,200 Speaker 1: your own case for it, or just have all these 122 00:06:47,200 --> 00:06:50,360 Speaker 1: different pieces wired together, but without any sort of protective 123 00:06:50,400 --> 00:06:53,680 Speaker 1: covering around it. Still, it was enough to get people's 124 00:06:53,720 --> 00:06:57,120 Speaker 1: interests and it was enough to finance Apple computers in 125 00:06:57,160 --> 00:07:02,080 Speaker 1: those early days. They they decided, immediately after they made 126 00:07:02,120 --> 00:07:04,679 Speaker 1: about two hundred of these, there were only two hundred 127 00:07:04,720 --> 00:07:07,800 Speaker 1: of the Apple one computers ever in existence, that they 128 00:07:07,839 --> 00:07:09,640 Speaker 1: were going to go on to the next step, which 129 00:07:09,680 --> 00:07:14,080 Speaker 1: was to build a more fully functional, self contained personal computer, 130 00:07:14,960 --> 00:07:18,560 Speaker 1: and they decided to incorporate the company on in January 131 00:07:18,680 --> 00:07:22,200 Speaker 1: nineteen seventy seven. Now, in April nineteen seventy seven they 132 00:07:22,240 --> 00:07:26,000 Speaker 1: were able to debut the Apple to computer. This one 133 00:07:26,040 --> 00:07:30,400 Speaker 1: had originally tape based storage, So you know cassette tapes. 134 00:07:31,360 --> 00:07:34,280 Speaker 2: Maybe some of you know what cassette tapes are, well, 135 00:07:34,360 --> 00:07:35,520 Speaker 2: we also use those to. 136 00:07:35,480 --> 00:07:38,800 Speaker 1: Store computer data back in the day, but that's what 137 00:07:38,880 --> 00:07:42,160 Speaker 1: the original Apple two computer used as its storage system 138 00:07:42,240 --> 00:07:47,080 Speaker 1: was cassette tapes. Those are not ideal because obviously the 139 00:07:47,160 --> 00:07:49,880 Speaker 1: tape is stored on reels, so if you're trying to 140 00:07:49,880 --> 00:07:52,440 Speaker 1: find a specific piece of information, you have to scan 141 00:07:52,600 --> 00:07:55,200 Speaker 1: through the reel until you get to it, and this 142 00:07:55,320 --> 00:07:58,480 Speaker 1: just takes up time. Eventually they would switch over to 143 00:07:58,680 --> 00:08:01,320 Speaker 1: five and a quarter inch drives, and if you don't 144 00:08:01,320 --> 00:08:02,960 Speaker 1: know what a five and a quarter inch disk is, 145 00:08:03,000 --> 00:08:07,640 Speaker 1: you really missed out. The big black, flimsy discs. And 146 00:08:07,720 --> 00:08:10,120 Speaker 1: if you told people they were floppy discs and they 147 00:08:10,120 --> 00:08:12,400 Speaker 1: weren't familiar with the concept, there was a good chance 148 00:08:12,440 --> 00:08:13,840 Speaker 1: they would fold it in half and put it in 149 00:08:13,920 --> 00:08:16,200 Speaker 1: their pocket and thus ruin the disc For all time. 150 00:08:16,280 --> 00:08:18,880 Speaker 1: It was still a form of magnetic storage, it was 151 00:08:18,960 --> 00:08:21,880 Speaker 1: just in a disc form rather than a tape form. 152 00:08:22,680 --> 00:08:24,240 Speaker 1: Once they were able to do that, they were able 153 00:08:24,280 --> 00:08:28,520 Speaker 1: to speed things up considerably. The most advanced version of 154 00:08:28,560 --> 00:08:31,160 Speaker 1: the Apple two when it was first coming out, had 155 00:08:31,240 --> 00:08:37,560 Speaker 1: a stunning amount of memory, sixty four whole kilobytes of memory. 156 00:08:37,720 --> 00:08:40,040 Speaker 1: That seems like nothing now, and I guess you could 157 00:08:40,120 --> 00:08:43,520 Speaker 1: argue it is nothing now. By the time, it was 158 00:08:44,280 --> 00:08:48,280 Speaker 1: really innovative. The monitor resolution was also kind of funny. 159 00:08:48,320 --> 00:08:50,240 Speaker 1: When you look at today's monitors, you know, you look 160 00:08:50,280 --> 00:08:52,960 Speaker 1: at the ultra high definition displays that we have today, 161 00:08:53,000 --> 00:08:56,360 Speaker 1: four K displays, you look at the retina displays. 162 00:08:55,960 --> 00:08:58,800 Speaker 2: They're amazing. That's not how things started. 163 00:08:58,840 --> 00:09:02,839 Speaker 1: The original Apple to monitor had a resolution of two 164 00:09:02,960 --> 00:09:06,160 Speaker 1: hundred and eighty pixels by one hundred ninety two pixels. 165 00:09:06,880 --> 00:09:09,199 Speaker 2: Yeah, the original monitor. 166 00:09:08,920 --> 00:09:11,720 Speaker 1: Had so few pixels you could, if you were determined, 167 00:09:12,120 --> 00:09:15,400 Speaker 1: count them all. That's pretty amazing. 168 00:09:16,720 --> 00:09:16,880 Speaker 2: Now. 169 00:09:17,240 --> 00:09:19,600 Speaker 1: If it weren't for the fact that someone actually made 170 00:09:19,880 --> 00:09:24,040 Speaker 1: some useful productivity software, the Apple two probably never would 171 00:09:24,040 --> 00:09:28,160 Speaker 1: have gone anywhere. It was a good idea, but you 172 00:09:28,280 --> 00:09:30,720 Speaker 1: had to have a killer app to convince people, hey, 173 00:09:30,760 --> 00:09:33,200 Speaker 1: this is something worth buying. And the first real killer 174 00:09:33,240 --> 00:09:37,800 Speaker 1: app for the Apple two was one called visycalc. Visycalc 175 00:09:37,920 --> 00:09:41,840 Speaker 1: was essentially a spreadsheet program. It was an application that 176 00:09:41,920 --> 00:09:44,840 Speaker 1: was like something you would see in Excel or Lotus one, 177 00:09:44,880 --> 00:09:45,960 Speaker 1: two three. 178 00:09:46,920 --> 00:09:47,480 Speaker 2: It was new. 179 00:09:47,559 --> 00:09:49,240 Speaker 1: It was a brand new idea. I mean, people just 180 00:09:49,280 --> 00:09:51,400 Speaker 1: didn't have access to that. They had to do all 181 00:09:51,440 --> 00:09:55,200 Speaker 1: their factoring on paper and then they would transfer that 182 00:09:55,720 --> 00:09:58,959 Speaker 1: over into whatever format they needed. This would allow them 183 00:09:59,000 --> 00:10:02,080 Speaker 1: to do that virtual You could create your cells, you 184 00:10:02,080 --> 00:10:05,680 Speaker 1: could create your formulas, and so this was a huge 185 00:10:06,920 --> 00:10:10,880 Speaker 1: demonstration of how powerful and useful personal computers could be. 186 00:10:11,400 --> 00:10:14,160 Speaker 1: It seems pretty silly now to think about it, but 187 00:10:14,240 --> 00:10:16,920 Speaker 1: at the time this was truly new. So it was 188 00:10:16,960 --> 00:10:19,960 Speaker 1: the thing that helped really convince people that the Apple 189 00:10:19,960 --> 00:10:23,120 Speaker 1: to computer was the way to go. It was an 190 00:10:23,160 --> 00:10:25,640 Speaker 1: advantage over some of the other personal computers that were 191 00:10:25,640 --> 00:10:28,440 Speaker 1: starting to debut around that time, things like the Commodore 192 00:10:28,440 --> 00:10:31,960 Speaker 1: sixty four or the Texas Instruments computered. We have to 193 00:10:31,960 --> 00:10:33,760 Speaker 1: take a quick break, but we will be back to 194 00:10:33,800 --> 00:10:37,960 Speaker 1: talk more about the early days of the Macintosh after 195 00:10:38,040 --> 00:10:49,640 Speaker 1: this message. Now I could talk a lot about the 196 00:10:49,640 --> 00:10:54,040 Speaker 1: Apple two a lot. My dad owned an Apple two. 197 00:10:54,480 --> 00:10:57,600 Speaker 1: Technically it was an Apple to e. He purchased it. 198 00:10:57,720 --> 00:11:02,560 Speaker 1: He wrote a book on typewriters, sold the book, used 199 00:11:02,559 --> 00:11:04,680 Speaker 1: the money from that book to buy the Apple to 200 00:11:04,720 --> 00:11:07,600 Speaker 1: E and then use that to write other books. So 201 00:11:07,800 --> 00:11:10,360 Speaker 1: my dad's an author if you did not know, he 202 00:11:10,400 --> 00:11:13,800 Speaker 1: writes all sorts of books, science fiction, fantasy, horror, mystery, 203 00:11:14,000 --> 00:11:17,520 Speaker 1: children's literature. If you want to check out his stuff, 204 00:11:17,559 --> 00:11:21,360 Speaker 1: his name is Brad Strickland. But yeah, those early books 205 00:11:21,400 --> 00:11:23,560 Speaker 1: he wrote he wrote on an Apple two E, which 206 00:11:23,559 --> 00:11:26,520 Speaker 1: meant he stored them all on floppy disks. He could 207 00:11:26,520 --> 00:11:30,640 Speaker 1: store about a chapter per floppy discs, so each book 208 00:11:30,640 --> 00:11:35,360 Speaker 1: would be fifteen, sixteen, maybe even twenty floppy discs in size. 209 00:11:35,480 --> 00:11:38,920 Speaker 1: We had entire sleeves of these floppy disks that represented 210 00:11:38,960 --> 00:11:40,760 Speaker 1: the books that my dad had written. 211 00:11:41,280 --> 00:11:42,240 Speaker 2: In fact, I. 212 00:11:42,320 --> 00:11:45,000 Speaker 1: Had dinner with him very recently and he tells me 213 00:11:45,240 --> 00:11:47,640 Speaker 1: he still has all of those. We don't have a 214 00:11:47,679 --> 00:11:49,680 Speaker 1: computer that can read them because we don't have an 215 00:11:49,679 --> 00:11:53,760 Speaker 1: Apple too E disk drive and emulator to read off 216 00:11:53,800 --> 00:11:56,800 Speaker 1: of these things, but he still has the discs now. 217 00:11:56,840 --> 00:11:58,720 Speaker 1: I use the Apple to E mostly to play games 218 00:11:58,760 --> 00:12:01,600 Speaker 1: because I have my priorities stretch. I played a lot 219 00:12:01,600 --> 00:12:05,880 Speaker 1: of Ultima on the Apple two E. Love my Ultima series. 220 00:12:06,120 --> 00:12:07,079 Speaker 1: I thought it was awesome. 221 00:12:07,679 --> 00:12:08,120 Speaker 2: Now, while the. 222 00:12:08,120 --> 00:12:10,520 Speaker 1: Apple two and its variance began to earn some serious 223 00:12:10,640 --> 00:12:15,000 Speaker 1: cash for Apple, they were very successful comparatively speaking, the 224 00:12:15,120 --> 00:12:19,720 Speaker 1: founders were already looking at what comes next. It wasn't 225 00:12:19,760 --> 00:12:22,520 Speaker 1: just about let's rest on our laurels. Now that we've 226 00:12:22,520 --> 00:12:25,920 Speaker 1: made a personal computer, We've made it a success. We've 227 00:12:25,920 --> 00:12:31,199 Speaker 1: managed to make a mark on this brand new, fledgling industry. 228 00:12:32,080 --> 00:12:34,840 Speaker 1: So the logical successor for the Apple two would be 229 00:12:34,920 --> 00:12:38,360 Speaker 1: the Apple three, And in fact, that's what the company 230 00:12:38,360 --> 00:12:41,280 Speaker 1: began to develop. People began to work on the successor, 231 00:12:41,320 --> 00:12:43,240 Speaker 1: and they began to work on the Apple three computer 232 00:12:44,360 --> 00:12:47,720 Speaker 1: it would eventually debut. It was faster, more capable than 233 00:12:47,800 --> 00:12:50,959 Speaker 1: the Apple two, and it was meant to be primarily 234 00:12:50,960 --> 00:12:54,800 Speaker 1: a business machine, not a personal computer, and it had 235 00:12:54,840 --> 00:12:57,959 Speaker 1: built in five and a quarter inch disk drives as 236 00:12:57,960 --> 00:13:00,720 Speaker 1: opposed to the external disk drives you would have to 237 00:13:00,760 --> 00:13:05,080 Speaker 1: connect to your Apple to computer back in those days. 238 00:13:05,800 --> 00:13:08,560 Speaker 1: And it had an integrated high resolution graphics chip. But 239 00:13:08,600 --> 00:13:11,840 Speaker 1: it didn't sell very well. If you are thinking I've 240 00:13:11,840 --> 00:13:13,720 Speaker 1: never really heard of the Apple three, I've heard of 241 00:13:13,720 --> 00:13:15,720 Speaker 1: the Apple too. The reason for that is it just 242 00:13:15,880 --> 00:13:19,360 Speaker 1: was a failure at the market. It wasn't a total flop, 243 00:13:19,520 --> 00:13:22,120 Speaker 1: but they didn't sell nearly as well as Apple was hoping. 244 00:13:23,720 --> 00:13:26,000 Speaker 1: The reason for that, well, there are quite a few 245 00:13:26,400 --> 00:13:30,600 Speaker 1: By nineteen eighty one, IBM had entered the personal computer picture, 246 00:13:30,920 --> 00:13:33,880 Speaker 1: so you had a saturated market. Not only did you 247 00:13:33,920 --> 00:13:37,320 Speaker 1: have the Apple machines, Commodore, you had Texas Instrument, you 248 00:13:37,360 --> 00:13:39,880 Speaker 1: had other devices that were starting. 249 00:13:39,679 --> 00:13:40,280 Speaker 2: To come out too. 250 00:13:40,559 --> 00:13:44,000 Speaker 1: IBM got into the game, and IBM had a huge 251 00:13:44,080 --> 00:13:49,640 Speaker 1: name in business technology, so IBM was able to leverage 252 00:13:49,720 --> 00:13:54,360 Speaker 1: that and move forward creating these business machines and dominating 253 00:13:54,400 --> 00:13:58,839 Speaker 1: that market. This was the beginning of the IBM and 254 00:13:58,920 --> 00:14:03,600 Speaker 1: IBM compatible era of personal computing. So Apple three just 255 00:14:03,640 --> 00:14:07,120 Speaker 1: couldn't really keep up. It was a more expensive machine 256 00:14:07,760 --> 00:14:11,280 Speaker 1: and it was not as well supported as the Apple 257 00:14:11,320 --> 00:14:13,280 Speaker 1: two was. In other words, there weren't as many people 258 00:14:13,360 --> 00:14:16,800 Speaker 1: developing software for the Apple three as they had been 259 00:14:16,840 --> 00:14:20,120 Speaker 1: for the Apple two. And meanwhile, IBM was catching up 260 00:14:20,240 --> 00:14:23,520 Speaker 1: on a lot of ground. So even though you had 261 00:14:23,520 --> 00:14:26,520 Speaker 1: the Apple three team and Apple, some of the other 262 00:14:26,560 --> 00:14:30,760 Speaker 1: folks there were already thinking about the step beyond, where 263 00:14:30,800 --> 00:14:34,200 Speaker 1: do we go beyond just creating the next version of this. 264 00:14:34,120 --> 00:14:35,400 Speaker 2: Particular personal computer. 265 00:14:35,960 --> 00:14:38,480 Speaker 1: What can we do to really innovate and push what 266 00:14:38,600 --> 00:14:43,600 Speaker 1: personal computing is all about. So one of those people 267 00:14:43,640 --> 00:14:45,800 Speaker 1: who was really concerned with this was Steve Jobs. He 268 00:14:45,880 --> 00:14:49,480 Speaker 1: really wanted to look at a way of branching out 269 00:14:49,520 --> 00:14:53,520 Speaker 1: from this traditional approach. So while there was a team 270 00:14:53,560 --> 00:14:56,960 Speaker 1: working on the Apple three, Steve Jobs began to look 271 00:14:57,040 --> 00:15:01,320 Speaker 1: at another project that got started a around nineteen seventy nine. 272 00:15:01,920 --> 00:15:06,240 Speaker 1: Now this was not the Macintosh. Instead, it was called Lisa. 273 00:15:06,880 --> 00:15:10,600 Speaker 1: Lisa was a different project that was taking form at 274 00:15:10,640 --> 00:15:16,720 Speaker 1: the same time as the Macintosh project within Apple. Lisa 275 00:15:16,760 --> 00:15:21,240 Speaker 1: was a different a different kind of computer model. Jobs 276 00:15:21,280 --> 00:15:23,600 Speaker 1: really wanted to take a dramatic step away from the 277 00:15:23,600 --> 00:15:24,160 Speaker 1: early PC. 278 00:15:24,800 --> 00:15:26,680 Speaker 2: Those early PCs were all text based. 279 00:15:27,200 --> 00:15:30,080 Speaker 1: That meant that you would get a command prompt and 280 00:15:30,120 --> 00:15:32,120 Speaker 1: you would have to type in a command and a 281 00:15:32,120 --> 00:15:34,880 Speaker 1: file extension or a file and its extension in order 282 00:15:34,920 --> 00:15:39,080 Speaker 1: to have something happen. You had to navigate directories through 283 00:15:39,720 --> 00:15:42,680 Speaker 1: actual text commands and you would get a text result, 284 00:15:43,000 --> 00:15:45,640 Speaker 1: so you'd have to read through everything. There was no 285 00:15:45,760 --> 00:15:49,400 Speaker 1: graphic representation of what you were working on. It was 286 00:15:49,480 --> 00:15:52,480 Speaker 1: all text based and it was such a wonderful time. 287 00:15:52,600 --> 00:15:57,520 Speaker 1: My friends, I loved this time because I actually learned 288 00:15:57,560 --> 00:16:00,240 Speaker 1: all the different commands, and I could very speedily get 289 00:16:00,080 --> 00:16:03,360 Speaker 1: it through any system because I understood how they worked, 290 00:16:04,040 --> 00:16:08,560 Speaker 1: and it didn't require any overlay on top of the 291 00:16:08,600 --> 00:16:12,600 Speaker 1: basic system, which would slow things down. But then, I'm 292 00:16:12,640 --> 00:16:15,800 Speaker 1: a computer geek. Even though I'm an English literature geek, 293 00:16:15,840 --> 00:16:18,160 Speaker 1: I'm also a computer geek. And a lot of people 294 00:16:18,160 --> 00:16:20,960 Speaker 1: are not computer geeks. And in fact, there were a 295 00:16:21,000 --> 00:16:24,920 Speaker 1: lot of technology enthusiasts who were worried that if we 296 00:16:25,080 --> 00:16:29,400 Speaker 1: stayed in that realm of text based architecture, it would 297 00:16:30,200 --> 00:16:35,960 Speaker 1: keep people from adopting computers. The mainstream would never latch 298 00:16:36,000 --> 00:16:40,800 Speaker 1: onto it because it was too hard to use. So 299 00:16:42,480 --> 00:16:46,680 Speaker 1: Jobs thought perhaps they could create a better system for consumers, 300 00:16:47,280 --> 00:16:50,520 Speaker 1: and he wanted to move toward a graphic user interface 301 00:16:50,640 --> 00:16:53,080 Speaker 1: or a gooey Now. He was not the first person 302 00:16:53,160 --> 00:16:56,920 Speaker 1: to think about the guy that really one of the 303 00:16:56,960 --> 00:17:00,400 Speaker 1: earliest would be Douglas Ingelbart. Douglas ingle Bar had been 304 00:17:00,440 --> 00:17:03,360 Speaker 1: working on early versions of a graphic user interface since 305 00:17:03,400 --> 00:17:06,879 Speaker 1: the nineteen sixties, and we're almost at nineteen eighty at 306 00:17:06,880 --> 00:17:10,880 Speaker 1: this point of the story. We're beyond nineteen eighty as 307 00:17:10,880 --> 00:17:13,320 Speaker 1: of right now, just in case I confused you at 308 00:17:13,320 --> 00:17:18,080 Speaker 1: that moment. Ingelbart also designed a mouse as a navigational 309 00:17:18,119 --> 00:17:21,840 Speaker 1: tool to help with graphic user interfaces. So before that 310 00:17:21,960 --> 00:17:26,520 Speaker 1: you would just use a keyboard or a data pad, something. 311 00:17:26,240 --> 00:17:27,080 Speaker 2: Along those lines. 312 00:17:27,880 --> 00:17:31,320 Speaker 1: Engelbart said, Well, if we can represent information as graphics 313 00:17:31,359 --> 00:17:34,880 Speaker 1: and we can create an interface that allows you to 314 00:17:35,000 --> 00:17:38,960 Speaker 1: drag and click and point and select things, that would 315 00:17:39,000 --> 00:17:42,600 Speaker 1: make it a much more intuitive interface and allow people 316 00:17:42,600 --> 00:17:46,880 Speaker 1: to understand more easily how to navigate through the computer. 317 00:17:48,600 --> 00:17:53,480 Speaker 1: Ingelbart would then take on this information and bring it forward. 318 00:17:53,920 --> 00:17:57,440 Speaker 1: He had started his work at SRI International, but then 319 00:17:57,520 --> 00:18:02,400 Speaker 1: continued his work at a research and development place called 320 00:18:02,640 --> 00:18:07,159 Speaker 1: Xerox Park. Park is PAARC so as the research and 321 00:18:07,200 --> 00:18:10,680 Speaker 1: development brand of Xerox. It's a branch of Xerox, I 322 00:18:10,680 --> 00:18:14,400 Speaker 1: should say, and Xerox Park a lot of very innovative 323 00:18:14,400 --> 00:18:16,400 Speaker 1: stuff came out of there, And I think I've done 324 00:18:16,400 --> 00:18:19,560 Speaker 1: a couple of episodes that at least relate to Xerox Park, 325 00:18:19,600 --> 00:18:21,840 Speaker 1: but maybe I need to do a full one about 326 00:18:21,840 --> 00:18:25,240 Speaker 1: what the organization was and the things that came out 327 00:18:25,280 --> 00:18:28,760 Speaker 1: of Xerox Park, because it's pretty fascinating. Well, Steve Jobs 328 00:18:28,760 --> 00:18:31,639 Speaker 1: said he knew about Xerox Park, and he wanted to 329 00:18:31,720 --> 00:18:35,199 Speaker 1: learn more about the stuff that they were developing, so 330 00:18:35,280 --> 00:18:37,480 Speaker 1: he asked Xerox, hey, can we come and take a look, 331 00:18:37,520 --> 00:18:40,640 Speaker 1: and some folks from Apple come over and check out 332 00:18:40,760 --> 00:18:43,000 Speaker 1: what's happening at Xerox Park. I realized that this is 333 00:18:43,040 --> 00:18:46,240 Speaker 1: all mostly proprietary, hush hush stuff that. 334 00:18:46,200 --> 00:18:47,280 Speaker 2: You don't want to get out there. 335 00:18:47,320 --> 00:18:51,280 Speaker 1: But come on, we're buddies, right, And Xerox said, essentially, 336 00:18:51,520 --> 00:18:55,000 Speaker 1: show me the money. So here's what happened. They struck 337 00:18:55,040 --> 00:18:58,000 Speaker 1: a deal. Apple said, tell you what we'll do. We 338 00:18:58,080 --> 00:19:01,160 Speaker 1: will sell you up to one hundred one thousand shares 339 00:19:01,359 --> 00:19:05,119 Speaker 1: of Apple stock at ten dollars a share, which was 340 00:19:05,119 --> 00:19:07,920 Speaker 1: a huge discount at what Apple stock was trading for 341 00:19:08,000 --> 00:19:11,879 Speaker 1: at the time. So I said, if you want, you 342 00:19:11,920 --> 00:19:14,080 Speaker 1: can buy up to one hundred thousand dollars at ten 343 00:19:14,119 --> 00:19:17,320 Speaker 1: bucks a share. In return, all we want is three 344 00:19:17,400 --> 00:19:22,280 Speaker 1: days time at Xerox Park. And Xerox said, you're on, mister, 345 00:19:23,640 --> 00:19:27,480 Speaker 1: and this was the deal of the century, and let 346 00:19:27,480 --> 00:19:30,840 Speaker 1: me explain to you why. So let's make a couple 347 00:19:30,840 --> 00:19:34,639 Speaker 1: of assumptions here. Let's assume that Xerox opted to buy 348 00:19:34,840 --> 00:19:37,959 Speaker 1: all one hundred thousand dollars one hundred thousand rather of 349 00:19:38,000 --> 00:19:40,560 Speaker 1: those shares at ten bucks a share. And let's also 350 00:19:40,600 --> 00:19:43,800 Speaker 1: assume that Xerox has held on to all one hundred 351 00:19:43,840 --> 00:19:49,040 Speaker 1: thousand of those shares since then, since nineteen seventy nine. 352 00:19:51,800 --> 00:19:54,919 Speaker 1: That's impressive. First of all one hundred thousand shares at 353 00:19:54,920 --> 00:19:56,840 Speaker 1: ten bucks a share, that's a million bucks. That's not 354 00:19:56,920 --> 00:19:59,880 Speaker 1: a small amount of money. That's a good chunk of change, 355 00:20:00,800 --> 00:20:04,399 Speaker 1: but it's peanuts compared to what it's worth now. So 356 00:20:05,320 --> 00:20:07,479 Speaker 1: you might have heard. Apple's done pretty well for itself 357 00:20:07,520 --> 00:20:11,639 Speaker 1: over the years, so well that the company has split 358 00:20:11,760 --> 00:20:16,000 Speaker 1: its stock four times since it's it first started becoming 359 00:20:16,040 --> 00:20:19,159 Speaker 1: a publicly traded company. Now, that means that they would 360 00:20:20,200 --> 00:20:22,280 Speaker 1: expand the number of shares that they had out in 361 00:20:22,320 --> 00:20:25,720 Speaker 1: the market, and that increases the value of the company 362 00:20:25,800 --> 00:20:28,080 Speaker 1: as a result, And it means that if you own 363 00:20:28,160 --> 00:20:32,520 Speaker 1: shares after the split, you own more shares. How much 364 00:20:32,520 --> 00:20:36,399 Speaker 1: more depends upon the nature of the split. So in 365 00:20:36,480 --> 00:20:39,359 Speaker 1: nineteen eighty seven, in two thousand and in two thousand 366 00:20:39,400 --> 00:20:43,720 Speaker 1: and five, Apple split with a two for one share 367 00:20:43,800 --> 00:20:47,080 Speaker 1: split stock split, which meant that you would get two 368 00:20:47,119 --> 00:20:49,560 Speaker 1: shares for every instead of just one share. 369 00:20:49,600 --> 00:20:51,280 Speaker 2: So if you owned one share. 370 00:20:51,000 --> 00:20:53,400 Speaker 1: Of Apple Stock, after one of those splits, you would 371 00:20:53,400 --> 00:20:55,520 Speaker 1: own two shares, and then after the next split you 372 00:20:55,480 --> 00:20:57,520 Speaker 1: owned four, and after the next split you own eight. 373 00:20:57,880 --> 00:21:01,040 Speaker 1: It's a great way to keep seeing value from your shares. 374 00:21:02,520 --> 00:21:02,920 Speaker 2: Well. 375 00:21:03,200 --> 00:21:06,639 Speaker 1: The fourth time that they split was in twenty fourteen, 376 00:21:06,680 --> 00:21:09,000 Speaker 1: and that was a real doozy. That was a seven 377 00:21:09,200 --> 00:21:12,680 Speaker 1: to one split, so for every share you owned, you 378 00:21:12,720 --> 00:21:18,480 Speaker 1: would get seven shares, an enormous return. So one hundred thousand, 379 00:21:18,560 --> 00:21:20,560 Speaker 1: let's go back to Zerox here, one hundred thousand that 380 00:21:20,600 --> 00:21:23,280 Speaker 1: they get nineteen seventy nine, it doubles to two hundred thousand, 381 00:21:24,160 --> 00:21:26,160 Speaker 1: then it doubles to four hundred thousand, then to eight 382 00:21:26,200 --> 00:21:28,320 Speaker 1: hundred thousand. Then you get the seven to one split, 383 00:21:28,760 --> 00:21:31,920 Speaker 1: which means that you get up to five million, six 384 00:21:32,080 --> 00:21:39,000 Speaker 1: hundred thousand shares of Apple stock. So for one hundred thousand, 385 00:21:39,440 --> 00:21:41,960 Speaker 1: they now have five million, six hundred thousand, assuming that 386 00:21:42,000 --> 00:21:44,600 Speaker 1: they bought all one hundred thousand and that they held 387 00:21:44,640 --> 00:21:47,879 Speaker 1: on to it for that long. If in fact, Xerox 388 00:21:47,920 --> 00:21:51,240 Speaker 1: still has those one hundred thousand shares that they bought 389 00:21:51,240 --> 00:21:53,479 Speaker 1: for ten bucks a share back in the day, they 390 00:21:53,520 --> 00:21:57,639 Speaker 1: are sitting pretty because today, assuming that the prices and 391 00:21:57,720 --> 00:22:00,919 Speaker 1: change dramatically, I checked it before, why I did anything 392 00:22:00,960 --> 00:22:04,399 Speaker 1: else this morning? I looked at Apple's trading price. Stocks 393 00:22:04,400 --> 00:22:07,760 Speaker 1: were trading at one hundred forty six dollars fifty three 394 00:22:07,800 --> 00:22:11,160 Speaker 1: cents per share, So the share price is more than 395 00:22:11,200 --> 00:22:14,240 Speaker 1: ten times what it was when Xerox bought it. And 396 00:22:14,280 --> 00:22:17,680 Speaker 1: because of the splits, they now own five point six 397 00:22:17,880 --> 00:22:20,840 Speaker 1: million stocks, not one hundred thousand stocks. 398 00:22:21,119 --> 00:22:22,520 Speaker 2: So you multiply those two. 399 00:22:22,440 --> 00:22:24,639 Speaker 1: Numbers together, the five point six million and one hundred 400 00:22:24,640 --> 00:22:28,639 Speaker 1: and forty six point fifty three dollars, and you factor 401 00:22:28,680 --> 00:22:32,680 Speaker 1: in how much it's actually worth today. That one million 402 00:22:32,720 --> 00:22:36,680 Speaker 1: dollar investment would now be worth eight hundred and twenty million, 403 00:22:36,840 --> 00:22:41,280 Speaker 1: five hundred and sixty eight thousand dollars. So a million 404 00:22:41,280 --> 00:22:46,400 Speaker 1: dollar investment returns almost a billion dollars today. Again, that's 405 00:22:46,440 --> 00:22:50,720 Speaker 1: assuming all of those other factors fall into place for 406 00:22:50,840 --> 00:22:52,399 Speaker 1: a three day tour. 407 00:22:53,760 --> 00:22:55,359 Speaker 2: A three day. 408 00:22:55,560 --> 00:22:59,400 Speaker 1: Tour, we'll find out if Dylan keeps that or cuts it, 409 00:22:59,480 --> 00:23:04,880 Speaker 1: but the line people understand anyway. You could argue also 410 00:23:05,880 --> 00:23:10,560 Speaker 1: that without this visit to Xerox, jobs and Apple would 411 00:23:10,560 --> 00:23:14,600 Speaker 1: have been way behind on innovation. They would not have 412 00:23:14,920 --> 00:23:18,520 Speaker 1: allowed Apple to transform into a company that would eventually 413 00:23:19,000 --> 00:23:22,000 Speaker 1: grow to be worth as much as it was as 414 00:23:22,040 --> 00:23:26,080 Speaker 1: it is today. So you could say, yeah, Xerox made 415 00:23:26,119 --> 00:23:29,560 Speaker 1: a huge return on its investment, assuming all those other 416 00:23:29,600 --> 00:23:33,719 Speaker 1: factors are true. But Apple really benefited from this too. 417 00:23:33,800 --> 00:23:38,720 Speaker 1: It wasn't like it's a one sided thing. So Apple 418 00:23:38,800 --> 00:23:42,440 Speaker 1: was able to redefine again what a personal computer is 419 00:23:42,560 --> 00:23:47,600 Speaker 1: all about because of the stuff they learned from this visit. 420 00:23:48,840 --> 00:23:52,280 Speaker 1: This was a machine that they saw the Xerox alto. 421 00:23:52,480 --> 00:23:54,119 Speaker 1: It was a machine they saw on this visit. This 422 00:23:54,240 --> 00:23:57,960 Speaker 1: was a machine that incorporated Inglebart's ideas about the graphics, 423 00:23:58,240 --> 00:24:01,560 Speaker 1: user interface, and the computer map. Else it was a 424 00:24:01,600 --> 00:24:04,880 Speaker 1: system that wasn't available for purchase. You could not buy 425 00:24:04,920 --> 00:24:07,359 Speaker 1: one of these as just a member of the general public. 426 00:24:07,359 --> 00:24:09,159 Speaker 1: They had made a couple thousand of them, but they 427 00:24:09,160 --> 00:24:13,600 Speaker 1: were all pretty much internal machines. Very few people had 428 00:24:13,640 --> 00:24:16,000 Speaker 1: had a chance to actually see them outside of Xerox. 429 00:24:17,119 --> 00:24:20,600 Speaker 1: Jobs was beyond impressed, and he decided that Apple computers 430 00:24:20,600 --> 00:24:23,520 Speaker 1: from that point forward should have a gooey and a 431 00:24:23,640 --> 00:24:26,400 Speaker 1: mouse system. And he felt very strongly that it would 432 00:24:26,400 --> 00:24:30,240 Speaker 1: open up the computer industry to a wider audience. The 433 00:24:30,280 --> 00:24:33,160 Speaker 1: text based approach just had too steep a learning curve. 434 00:24:33,200 --> 00:24:36,280 Speaker 1: It was discouraging people from getting into computers because only 435 00:24:36,359 --> 00:24:40,080 Speaker 1: computer geeks understood it. And this is really the era 436 00:24:40,240 --> 00:24:43,720 Speaker 1: where we began to define what a computer geek was. 437 00:24:44,280 --> 00:24:47,600 Speaker 1: It was these people who acted like the machines they 438 00:24:47,640 --> 00:24:52,280 Speaker 1: were really obsessed with. They spoke in jargon, they were unrelatable. 439 00:24:52,840 --> 00:24:55,200 Speaker 1: The reason we have that image of the computer nerd 440 00:24:55,440 --> 00:24:59,680 Speaker 1: is because of the text based approaches we had to 441 00:24:59,720 --> 00:25:03,280 Speaker 1: comput early in the days of personal computers. It required 442 00:25:03,320 --> 00:25:07,320 Speaker 1: this dedication and learning curve that not a lot of 443 00:25:07,320 --> 00:25:12,160 Speaker 1: people possessed. Necessarily, going to the graphics user interface removed 444 00:25:12,160 --> 00:25:14,240 Speaker 1: a lot of those barriers and opened it up to 445 00:25:14,280 --> 00:25:19,040 Speaker 1: the mainstream. Although the image of the nerdy computer geek 446 00:25:19,359 --> 00:25:23,879 Speaker 1: would stick with us for many years and still to 447 00:25:23,920 --> 00:25:27,119 Speaker 1: this day is there as evidenced by shows like The 448 00:25:27,160 --> 00:25:32,720 Speaker 1: It Crowd and The Big Bang Theory. Anyway, this was 449 00:25:32,760 --> 00:25:37,119 Speaker 1: sort of the beginning of momentum toward developing both the 450 00:25:37,200 --> 00:25:42,119 Speaker 1: Macintosh project and the Lisa project within Apple and Jobs 451 00:25:42,200 --> 00:25:46,840 Speaker 1: knew that he could really break free of that narrow 452 00:25:46,880 --> 00:25:50,840 Speaker 1: stereotype if they went this route. Now I have a 453 00:25:50,880 --> 00:25:53,920 Speaker 1: lot more to talk about as far as the development 454 00:25:53,960 --> 00:25:56,360 Speaker 1: that went into the Macintosh. But before I get into that, 455 00:25:56,800 --> 00:25:59,480 Speaker 1: let's take a quick break to thank our sponsor. 456 00:26:08,200 --> 00:26:08,560 Speaker 2: All right. 457 00:26:08,640 --> 00:26:11,760 Speaker 1: So in Apple, you've got two teams forming to work 458 00:26:11,800 --> 00:26:14,840 Speaker 1: on the next big thing within the company, and they're 459 00:26:14,880 --> 00:26:18,080 Speaker 1: independent of one another. They are not working with each other, 460 00:26:18,119 --> 00:26:22,760 Speaker 1: so it's two self contained groups within Apple. One of 461 00:26:22,760 --> 00:26:25,080 Speaker 1: those groups was led by Jobs and this was the 462 00:26:25,200 --> 00:26:29,520 Speaker 1: LISA team. Now LISA, which was the name that Jobs 463 00:26:29,520 --> 00:26:33,600 Speaker 1: had given to his own daughter, ostensibly stood for a 464 00:26:33,680 --> 00:26:37,520 Speaker 1: local integrated system architecture. The LISA machine was meant to 465 00:26:37,520 --> 00:26:40,000 Speaker 1: be a business device, not a personal computer. 466 00:26:40,119 --> 00:26:40,879 Speaker 2: So this was going to be. 467 00:26:40,920 --> 00:26:44,680 Speaker 1: Something that Apple would end up marketing to big businesses 468 00:26:45,040 --> 00:26:49,120 Speaker 1: to use for their operational use and you know, maybe 469 00:26:49,200 --> 00:26:52,440 Speaker 1: employees would have these machines on their desks, that sort 470 00:26:52,480 --> 00:26:55,120 Speaker 1: of thing. It was going to be a high end machine, 471 00:26:55,320 --> 00:26:58,320 Speaker 1: complete with a high end price tag. We're talking to 472 00:26:58,400 --> 00:26:59,160 Speaker 1: price tag. 473 00:26:59,080 --> 00:27:01,320 Speaker 2: Of ten thousand dollars. 474 00:27:01,400 --> 00:27:04,520 Speaker 1: Ten thousand dollars in the early nineteen eighties, so you're 475 00:27:04,520 --> 00:27:08,000 Speaker 1: talking more like twenty grand today. You're talking about the 476 00:27:08,000 --> 00:27:11,439 Speaker 1: price of a car, essentially, is what we get down to. 477 00:27:11,680 --> 00:27:14,800 Speaker 1: But the other team was led by a guy named 478 00:27:14,960 --> 00:27:19,560 Speaker 1: Jeff Raskin. Jeff is spelled j Ef only one f. 479 00:27:20,560 --> 00:27:24,919 Speaker 1: Raskin earned degrees in physics and mathematics at State University 480 00:27:24,960 --> 00:27:28,320 Speaker 1: at New York at Stony Brook, and he later earned 481 00:27:28,359 --> 00:27:31,800 Speaker 1: a master's degree in computer science at Pennsylvania State University. 482 00:27:31,800 --> 00:27:35,760 Speaker 1: He actually first started with mathematical logic, but ended up 483 00:27:35,800 --> 00:27:39,160 Speaker 1: having a disagreement with one of his professors and switched 484 00:27:39,160 --> 00:27:44,320 Speaker 1: his focus to computer science and got a masters in 485 00:27:44,359 --> 00:27:47,480 Speaker 1: the Technically. According to reports, he was actually qualified for 486 00:27:47,520 --> 00:27:51,080 Speaker 1: a PhD, but there was one problem. The Pennsylvania State 487 00:27:51,160 --> 00:27:54,840 Speaker 1: University wasn't accredited to award PhDs in computer science at 488 00:27:54,880 --> 00:27:59,760 Speaker 1: that time, so while he may have had the academics 489 00:28:00,440 --> 00:28:06,040 Speaker 1: for a PhD, there was no authorized unit to designate 490 00:28:06,119 --> 00:28:10,560 Speaker 1: him as such. He then studied a lot of art 491 00:28:10,640 --> 00:28:11,159 Speaker 1: as well. 492 00:28:11,280 --> 00:28:12,159 Speaker 2: He was really. 493 00:28:11,920 --> 00:28:17,760 Speaker 1: Interested in not just technology but art, and he was 494 00:28:17,800 --> 00:28:20,320 Speaker 1: a really smart guy and a little older than the 495 00:28:20,359 --> 00:28:24,840 Speaker 1: two Steves jobs in Wosniak. Raskin would go on to 496 00:28:24,960 --> 00:28:28,159 Speaker 1: teach several subjects at the University of California, San Diego, 497 00:28:28,200 --> 00:28:32,600 Speaker 1: including computer science, art, and photography, and it was really 498 00:28:32,600 --> 00:28:36,159 Speaker 1: interested in that intersection between art and tech, which I 499 00:28:36,200 --> 00:28:40,120 Speaker 1: think is fascinating and people who have that sort of obsession, 500 00:28:40,280 --> 00:28:43,360 Speaker 1: the people who really focus on that intersection between art 501 00:28:43,440 --> 00:28:46,800 Speaker 1: and computers, I think makes some of the best and 502 00:28:46,920 --> 00:28:49,959 Speaker 1: most innovative designers in the world. 503 00:28:50,240 --> 00:28:51,640 Speaker 2: So when you see. 504 00:28:51,560 --> 00:28:57,760 Speaker 1: A product out there that just is gorgeous and elegant 505 00:28:57,800 --> 00:29:00,920 Speaker 1: in its design and it works well with whatever its 506 00:29:00,960 --> 00:29:04,600 Speaker 1: intended purposes, I think that ultimately you have to look 507 00:29:04,640 --> 00:29:07,360 Speaker 1: for the person who has that vision of where art 508 00:29:07,400 --> 00:29:11,560 Speaker 1: and technology cross in order to understand what were the 509 00:29:11,600 --> 00:29:12,880 Speaker 1: decisions that led to that. 510 00:29:13,200 --> 00:29:15,520 Speaker 2: This guy was one of those people. 511 00:29:17,240 --> 00:29:20,760 Speaker 1: So it sounds like he was a really groovy guy, 512 00:29:20,920 --> 00:29:23,840 Speaker 1: someone that I probably would have enjoyed chatting with. He 513 00:29:23,880 --> 00:29:26,200 Speaker 1: has passed away sadly, so I am not able to 514 00:29:26,560 --> 00:29:28,720 Speaker 1: do that, but I'll talk a little bit more about 515 00:29:28,720 --> 00:29:33,440 Speaker 1: his life. He joined Apple as the thirty first employee 516 00:29:34,360 --> 00:29:37,200 Speaker 1: after the company launched the Apple two, so he came 517 00:29:37,240 --> 00:29:39,560 Speaker 1: on board after Apple two had become a thing. 518 00:29:39,800 --> 00:29:42,560 Speaker 2: He had already worked a bit with Apple. 519 00:29:43,440 --> 00:29:47,880 Speaker 1: The Apple had hired his company to write the programming 520 00:29:47,920 --> 00:29:51,640 Speaker 1: manual for the Apple Basic programming language, so he had 521 00:29:51,680 --> 00:29:54,440 Speaker 1: already worked with Apple in that respect, but now was 522 00:29:54,480 --> 00:29:56,920 Speaker 1: coming to work full time for the company and His 523 00:29:57,000 --> 00:30:00,600 Speaker 1: original role was manager of publications and new product review, 524 00:30:01,360 --> 00:30:03,600 Speaker 1: but he had this passion project he really wanted to do. 525 00:30:03,640 --> 00:30:05,360 Speaker 2: He wanted to develop a. 526 00:30:05,240 --> 00:30:09,000 Speaker 1: Personal computer that was more accessible to a wider audience. 527 00:30:09,320 --> 00:30:13,080 Speaker 1: That was his real desire. He wanted to push personal 528 00:30:13,080 --> 00:30:17,680 Speaker 1: computers beyond the hobbyist and the early adopter phases. So 529 00:30:18,280 --> 00:30:21,240 Speaker 1: he was the one who started the Macintosh project back 530 00:30:21,280 --> 00:30:23,520 Speaker 1: in nineteen seventy nine, and he named it after his 531 00:30:23,600 --> 00:30:27,040 Speaker 1: favorite type of Apple, the Macintosh, although it spelled a 532 00:30:27,040 --> 00:30:32,920 Speaker 1: different way than the Apple the actual Apple is. Now 533 00:30:34,600 --> 00:30:39,840 Speaker 1: you could argue and probably convincingly, that Raskin was somewhat 534 00:30:39,960 --> 00:30:45,520 Speaker 1: responsible for pushing Jobs's shift toward designing a computer for 535 00:30:45,560 --> 00:30:49,040 Speaker 1: the general public, because Raskin was writing memos to the 536 00:30:49,120 --> 00:30:52,280 Speaker 1: rest of the company really to direct it to Steve Jobs, saying, 537 00:30:52,640 --> 00:30:55,400 Speaker 1: I really think we are missing an opportunity here. If 538 00:30:55,440 --> 00:30:59,040 Speaker 1: we're able to tap into that market, it's so much 539 00:30:59,120 --> 00:31:01,360 Speaker 1: larger than just the hobbyist market. 540 00:31:01,520 --> 00:31:03,920 Speaker 2: It's a huge beneficial. 541 00:31:03,360 --> 00:31:06,000 Speaker 1: Business decision and it will really push the development of 542 00:31:06,000 --> 00:31:10,200 Speaker 1: personal computers. And he was one of the people who 543 00:31:10,280 --> 00:31:17,040 Speaker 1: really championed that idea. Now, one thing he didn't do 544 00:31:17,720 --> 00:31:21,160 Speaker 1: was talk about graphic user interfaces and computer mice or 545 00:31:21,200 --> 00:31:26,800 Speaker 1: a computer mouse's miss whatever. He was looking at keeping 546 00:31:26,880 --> 00:31:30,360 Speaker 1: costs down. So his original plan was to make a 547 00:31:30,480 --> 00:31:33,880 Speaker 1: personal computer that was still text based but more accessible 548 00:31:34,040 --> 00:31:37,200 Speaker 1: than previous machines were. So it was a little different 549 00:31:37,400 --> 00:31:40,280 Speaker 1: than the Lisa development, which was really looking at using 550 00:31:40,280 --> 00:31:42,800 Speaker 1: the graphics user interface and the computer mouse, but a 551 00:31:42,800 --> 00:31:46,000 Speaker 1: slightly different version. The mouse they saw at Xerox Park 552 00:31:46,160 --> 00:31:48,680 Speaker 1: was a three button mouse, and the mouse that they 553 00:31:48,720 --> 00:31:51,360 Speaker 1: talked about for the Macintosh was a single button mouse. 554 00:31:51,720 --> 00:31:54,880 Speaker 1: This was in part to simplify things and also to 555 00:31:55,400 --> 00:31:59,320 Speaker 1: bring down costs. They didn't want the components to be 556 00:31:59,760 --> 00:32:01,920 Speaker 1: more and more expensive because the price tag for the 557 00:32:02,000 --> 00:32:04,440 Speaker 1: Lisa was already pretty astronomical. 558 00:32:03,840 --> 00:32:04,280 Speaker 2: As it is. 559 00:32:05,200 --> 00:32:09,880 Speaker 1: So Jobs was more or less on the Lisa team. 560 00:32:09,960 --> 00:32:13,440 Speaker 1: He was kind of supposed to be adjacent to the 561 00:32:13,480 --> 00:32:16,120 Speaker 1: Lisa team, but he kept involving himself more and more 562 00:32:16,120 --> 00:32:19,280 Speaker 1: in their activities, and Raskin was leading the Macintosh team, 563 00:32:19,360 --> 00:32:22,960 Speaker 1: and they weren't necessarily competing because they were looking at 564 00:32:23,000 --> 00:32:28,200 Speaker 1: developing computers for two different consumer groups. Right, Jobs wanted 565 00:32:28,240 --> 00:32:31,920 Speaker 1: to build computers for businesses and Raskin wanted to build 566 00:32:32,000 --> 00:32:36,280 Speaker 1: computers for personal users, so they weren't directly competing with 567 00:32:36,320 --> 00:32:39,280 Speaker 1: one another, but there was some professional competition going on 568 00:32:39,320 --> 00:32:41,240 Speaker 1: between the two and kind of a race to see 569 00:32:41,240 --> 00:32:44,520 Speaker 1: who could develop their machine first and who was going 570 00:32:44,560 --> 00:32:48,840 Speaker 1: to make the next iteration of the personal computer. They 571 00:32:48,840 --> 00:32:52,160 Speaker 1: were both relying on similar philosophies to make computing more 572 00:32:52,160 --> 00:32:55,440 Speaker 1: intuitive to the average person, although again Jobs was looking 573 00:32:55,480 --> 00:32:58,040 Speaker 1: at the guy route, whereas Raskin was saying, how can 574 00:32:58,080 --> 00:33:00,680 Speaker 1: I make the text route more accessible and keep those 575 00:33:00,720 --> 00:33:04,880 Speaker 1: costs down. Meanwhile, over on the corporate side of Apple, 576 00:33:05,240 --> 00:33:08,120 Speaker 1: the company began to bring on more experienced folks from 577 00:33:08,120 --> 00:33:10,240 Speaker 1: the business world to help make sure Apple became a 578 00:33:10,320 --> 00:33:15,160 Speaker 1: quote unquote real company. These were the people who formed 579 00:33:15,200 --> 00:33:18,480 Speaker 1: the policies and practices of Apple, the ones who kind 580 00:33:18,480 --> 00:33:21,840 Speaker 1: of codified what the rules were and determined how business 581 00:33:21,880 --> 00:33:25,320 Speaker 1: would be done, making sure it would maintain a position 582 00:33:25,440 --> 00:33:27,680 Speaker 1: of dominance in the computer marketplace. 583 00:33:28,320 --> 00:33:29,280 Speaker 2: But they also. 584 00:33:29,120 --> 00:33:32,280 Speaker 1: Began to change the culture of Apple, and some of 585 00:33:32,680 --> 00:33:35,800 Speaker 1: Apple's employees were a little chafed by this. They didn't 586 00:33:35,840 --> 00:33:39,320 Speaker 1: really want to see things change that much, and it 587 00:33:39,400 --> 00:33:43,000 Speaker 1: caused some growing pains as a result. One person who 588 00:33:43,040 --> 00:33:47,280 Speaker 1: caused some serious growing pains was Apple's first president and CEO. 589 00:33:47,760 --> 00:33:50,960 Speaker 1: Whose name is and I'm not making this up, Michael Scott. 590 00:33:51,800 --> 00:33:55,240 Speaker 1: This is not the Michael Scott from dunder Mifflin. It's 591 00:33:55,280 --> 00:33:58,240 Speaker 1: not Michael Scott from the office. But it is a 592 00:33:58,240 --> 00:34:03,280 Speaker 1: guy named Michael Scott, sometimes called Scotty. Now, some people 593 00:34:03,320 --> 00:34:05,239 Speaker 1: would go on to say that Michael Scott would end 594 00:34:05,320 --> 00:34:10,000 Speaker 1: up wreaking havoc through Apple. He had been brought on 595 00:34:10,040 --> 00:34:14,960 Speaker 1: by one of Apple's early investors, Michael Markula. Markula was 596 00:34:15,000 --> 00:34:18,480 Speaker 1: technically the third employee of Apple after Wozniak and Jobs. 597 00:34:18,480 --> 00:34:22,840 Speaker 1: Markula spent much of his own money as an investment 598 00:34:22,880 --> 00:34:25,000 Speaker 1: in the company and then some more money as a 599 00:34:25,120 --> 00:34:27,640 Speaker 1: loan to the company. So not only did he invest, 600 00:34:27,840 --> 00:34:31,160 Speaker 1: he also loaned an extra amount of money to Apple 601 00:34:31,200 --> 00:34:33,839 Speaker 1: in its early days. And he was the one who 602 00:34:33,920 --> 00:34:36,200 Speaker 1: kind of brought Michael Scott on board to become a 603 00:34:36,280 --> 00:34:42,400 Speaker 1: leader for the company. Now the leaders had almost canceled 604 00:34:42,400 --> 00:34:44,680 Speaker 1: the Macintosh project a few times. It was a very 605 00:34:44,719 --> 00:34:48,799 Speaker 1: small project, very humble beginnings. Jeff Raskins had a group 606 00:34:48,840 --> 00:34:52,200 Speaker 1: of like three people working with him to develop this 607 00:34:52,320 --> 00:34:56,200 Speaker 1: idea and design the Macintosh computer. And it was always 608 00:34:56,200 --> 00:35:01,080 Speaker 1: on the verge of the chopping block because the management 609 00:35:01,120 --> 00:35:04,680 Speaker 1: was saying, well, could we not dedicate your attention somewhere else, 610 00:35:04,800 --> 00:35:08,480 Speaker 1: someplace that we're definitively going to make money. And each 611 00:35:08,520 --> 00:35:12,680 Speaker 1: time Jeff Raskin would argue to allow the project to continue, 612 00:35:12,840 --> 00:35:16,239 Speaker 1: and it would kind of be allowed to continue for 613 00:35:16,239 --> 00:35:19,040 Speaker 1: a little bit longer until the next time this would happen, 614 00:35:19,080 --> 00:35:22,440 Speaker 1: and then you'd rinse and repeat. The project was almost 615 00:35:22,440 --> 00:35:25,000 Speaker 1: canceled in nineteen seventy nine and in nineteen eighty despite 616 00:35:25,000 --> 00:35:28,160 Speaker 1: the fact that again it was very modest, it wasn't 617 00:35:28,200 --> 00:35:31,360 Speaker 1: taking a huge amount of Apple's resources away. Then in 618 00:35:31,440 --> 00:35:34,640 Speaker 1: nineteen eighty one, we had a really rough year for Apple, 619 00:35:35,239 --> 00:35:37,160 Speaker 1: very rough year in nineteen eighty one. A lot of 620 00:35:37,200 --> 00:35:39,800 Speaker 1: bad things happened. For one thing, Steve Wozniak was in 621 00:35:39,840 --> 00:35:43,359 Speaker 1: a plane crash and was severely injured. His recovery would 622 00:35:43,360 --> 00:35:45,359 Speaker 1: take a huge amount of time, and he stepped away 623 00:35:45,520 --> 00:35:47,880 Speaker 1: from Apple because he had to concentrate on his health. 624 00:35:49,280 --> 00:35:52,759 Speaker 1: That same year, Michael Scott in February nineteen eighty one 625 00:35:52,960 --> 00:35:56,439 Speaker 1: fired more than forty Apple employees, which was a significant 626 00:35:56,520 --> 00:35:59,480 Speaker 1: number considering this was a very small company at the time. 627 00:36:00,600 --> 00:36:02,960 Speaker 1: It was on a day that was called Black Wednesday 628 00:36:03,440 --> 00:36:05,680 Speaker 1: within the company. That was the day Michael Scott came in, 629 00:36:05,800 --> 00:36:07,919 Speaker 1: fired a bunch of people, rolled a keg of beer 630 00:36:08,040 --> 00:36:12,560 Speaker 1: into the office, and then proclaimed himself Lord and Master 631 00:36:12,640 --> 00:36:15,399 Speaker 1: of all. He surveyed, that's probably going a bit far, 632 00:36:15,840 --> 00:36:19,120 Speaker 1: but apparently the keg of beer thing is true, which 633 00:36:19,840 --> 00:36:22,439 Speaker 1: I'm just gonna leave that. It's a little too soon 634 00:36:22,480 --> 00:36:26,279 Speaker 1: for me to talk about kegs of beer and triumphing 635 00:36:26,320 --> 00:36:32,520 Speaker 1: over other people's misfortune. Enough commentary. At any rate, The 636 00:36:32,600 --> 00:36:34,640 Speaker 1: move did not go over very well with a lot 637 00:36:34,640 --> 00:36:37,520 Speaker 1: of Apple employees, and in fact, Mark Coola himself said 638 00:36:37,880 --> 00:36:40,839 Speaker 1: that's a bit much and decided, you know what, I'm 639 00:36:40,840 --> 00:36:43,160 Speaker 1: gonna have to pull some rank here. I am the 640 00:36:43,640 --> 00:36:49,000 Speaker 1: big investor, I'm a majority owner of Apple. You are out, 641 00:36:49,200 --> 00:36:51,600 Speaker 1: and he pulled Michael Scott from position of president and 642 00:36:51,680 --> 00:36:55,400 Speaker 1: CEO and made him vice chairman. Steve Jobs had become 643 00:36:55,560 --> 00:37:00,959 Speaker 1: the chairman of the company, so he was in charge 644 00:37:00,960 --> 00:37:04,320 Speaker 1: of that. Marculo himself would step in as the president 645 00:37:04,440 --> 00:37:05,120 Speaker 1: of the company. 646 00:37:05,719 --> 00:37:06,719 Speaker 2: Vice Chairman was a. 647 00:37:06,680 --> 00:37:10,719 Speaker 1: Title that had practically no actual responsibilities or power associated 648 00:37:10,719 --> 00:37:12,720 Speaker 1: with it, so it was almost a title and name alone, 649 00:37:12,960 --> 00:37:16,000 Speaker 1: and later on that year, Michael Scott would actually resign 650 00:37:16,719 --> 00:37:22,640 Speaker 1: somewhat defiantly. It all seems very melodramatic to me looking 651 00:37:22,640 --> 00:37:27,520 Speaker 1: at it in hindsight. So Mike Marcula, who was a 652 00:37:27,520 --> 00:37:30,960 Speaker 1: man who had retired at the age of thirty two 653 00:37:31,040 --> 00:37:34,080 Speaker 1: because he made so much money from stock options. He 654 00:37:34,120 --> 00:37:37,880 Speaker 1: had worked for Fairchild semi Conductor in the marketing department 655 00:37:38,200 --> 00:37:39,960 Speaker 1: and as a result of his work there, he had 656 00:37:39,960 --> 00:37:43,440 Speaker 1: been awarded stock options, and the stock options ended up 657 00:37:43,480 --> 00:37:47,400 Speaker 1: being worth millions of dollars because of the success of 658 00:37:47,440 --> 00:37:51,160 Speaker 1: Fairchild semi Conductor. It's a good time to get into semiconductors, 659 00:37:51,280 --> 00:37:54,880 Speaker 1: just before the computer age dawned, And so he was 660 00:37:54,920 --> 00:37:56,240 Speaker 1: a multimillionaire already. 661 00:37:56,719 --> 00:38:02,799 Speaker 2: He had retired at age thirty two. That blows my mind. 662 00:38:03,280 --> 00:38:07,720 Speaker 1: Now he becomes the acting president of Apple, and Steve 663 00:38:07,800 --> 00:38:09,120 Speaker 1: Jobs is acting as chairman. 664 00:38:10,320 --> 00:38:11,080 Speaker 2: Now, the reason I. 665 00:38:11,080 --> 00:38:13,000 Speaker 1: Tell you all of this is not just to give 666 00:38:13,040 --> 00:38:17,319 Speaker 1: you a history lesson of Apple. It's so that you 667 00:38:17,520 --> 00:38:24,040 Speaker 1: understand how things happened. Next, you've got Jeff Raskin, who 668 00:38:24,120 --> 00:38:28,960 Speaker 1: was working on creating an affordable, intuitive computer for consumers, 669 00:38:29,040 --> 00:38:31,320 Speaker 1: and his project had been on that verge of cancelation. 670 00:38:31,360 --> 00:38:34,719 Speaker 1: A couple of times, you have Steve Jobs, who was 671 00:38:34,840 --> 00:38:36,960 Speaker 1: getting more and more involved in a project that. 672 00:38:37,000 --> 00:38:38,600 Speaker 2: Technically wasn't his. 673 00:38:39,560 --> 00:38:42,800 Speaker 1: Lisa was being spearheaded by other people, but Jobs was 674 00:38:42,800 --> 00:38:45,560 Speaker 1: getting more and more involved in it, and you had 675 00:38:45,600 --> 00:38:48,839 Speaker 1: Markola as the man who's leading the company. And then 676 00:38:48,960 --> 00:38:54,720 Speaker 1: things turned south a bit. Jobs's team was in trouble 677 00:38:55,640 --> 00:38:59,520 Speaker 1: largely because of Steve Jobs. He was getting personally involved 678 00:38:59,520 --> 00:39:02,000 Speaker 1: in the develop of Lisa, and this was upsetting the 679 00:39:02,000 --> 00:39:06,600 Speaker 1: managerial structure of the project as a result, because it's 680 00:39:06,719 --> 00:39:09,279 Speaker 1: you know, it's the guy who isn't in charge who 681 00:39:09,280 --> 00:39:11,600 Speaker 1: comes in and says like, hey, I founded the company, 682 00:39:11,640 --> 00:39:14,440 Speaker 1: you should do things this way, not that way. If 683 00:39:14,480 --> 00:39:17,160 Speaker 1: you've ever worked on any project where someone who was 684 00:39:17,239 --> 00:39:20,560 Speaker 1: not in charge starts to try and take charge, you've 685 00:39:20,560 --> 00:39:23,040 Speaker 1: probably experienced this kind of level of friction. Well, this 686 00:39:23,200 --> 00:39:26,000 Speaker 1: was that on a pretty grand scale, and things were 687 00:39:26,040 --> 00:39:29,560 Speaker 1: becoming really problematic as the project was progressing, so much 688 00:39:29,600 --> 00:39:34,040 Speaker 1: so that Markola made the decision to remove Jobs from 689 00:39:34,080 --> 00:39:37,839 Speaker 1: the team entirely, essentially saying you aren't allowed to work 690 00:39:37,840 --> 00:39:44,240 Speaker 1: on that project, stop bothering them, and put them into limbo. Essentially, 691 00:39:44,320 --> 00:39:46,920 Speaker 1: Steve Jobs had really nothing to do at that point, 692 00:39:47,560 --> 00:39:49,960 Speaker 1: and the control of the project went over to a 693 00:39:50,000 --> 00:39:52,319 Speaker 1: guy named John Couch. Jobs was left with no real 694 00:39:52,360 --> 00:39:54,480 Speaker 1: position of his own, something that would become a recurring 695 00:39:54,560 --> 00:39:57,200 Speaker 1: theme with an Apple. If you've heard our other episodes 696 00:39:57,200 --> 00:40:01,280 Speaker 1: about Steve Jobs and Apple, you know how at times 697 00:40:01,280 --> 00:40:03,680 Speaker 1: in his career in Apple he rubbed people the wrong way, 698 00:40:03,800 --> 00:40:05,719 Speaker 1: and so the people in charge would just kind of 699 00:40:06,320 --> 00:40:09,200 Speaker 1: tell him, go into your own office and do whatever 700 00:40:09,200 --> 00:40:12,680 Speaker 1: you want to do, but stop bothering these people. And 701 00:40:12,760 --> 00:40:14,799 Speaker 1: part of it was Steve Jobs's fault. Part of it 702 00:40:14,920 --> 00:40:17,080 Speaker 1: was the fault of the management. It's no one is 703 00:40:17,120 --> 00:40:20,480 Speaker 1: blameless in this. I'm not trying to say that Steve 704 00:40:20,560 --> 00:40:24,640 Speaker 1: Jobs was a total nightmare to work for. Some people 705 00:40:24,760 --> 00:40:28,640 Speaker 1: felt that way, but I'm not saying that that's definitively 706 00:40:28,719 --> 00:40:34,880 Speaker 1: the case, rather than it was complicated. So Jobs is 707 00:40:34,920 --> 00:40:39,160 Speaker 1: removed from the Lisa project, he decides that he needs 708 00:40:39,160 --> 00:40:41,839 Speaker 1: something else to do, and then he takes a good 709 00:40:41,880 --> 00:40:45,279 Speaker 1: look at the Macintosh project and then says, ah, I 710 00:40:45,320 --> 00:40:49,000 Speaker 1: want to work on this. Here's the problem. Jeff Raskin 711 00:40:49,120 --> 00:40:52,480 Speaker 1: was working on that. That was his project and his team, 712 00:40:53,360 --> 00:40:56,680 Speaker 1: and Steve Jobs wanted all of it. He wanted to 713 00:40:56,800 --> 00:40:59,239 Speaker 1: jump in there and take over the Macintosh project and 714 00:40:59,360 --> 00:41:02,560 Speaker 1: turn it into something that it wasn't when it got started. 715 00:41:03,719 --> 00:41:05,880 Speaker 1: At that time, Raskin was really working hard with a 716 00:41:05,920 --> 00:41:09,480 Speaker 1: small team to develop a low cost consumer computer. Jobs 717 00:41:09,520 --> 00:41:13,520 Speaker 1: immediately began to make changes, demanding changes to the work 718 00:41:13,719 --> 00:41:18,600 Speaker 1: and redesigning the computer pretty dramatically, changing it from the 719 00:41:18,640 --> 00:41:21,840 Speaker 1: track it had been on since nineteen seventy nine. Remember 720 00:41:21,880 --> 00:41:25,320 Speaker 1: this is like nineteen eighty one eighty two. This was 721 00:41:25,440 --> 00:41:28,800 Speaker 1: enough to exasperate Jeff Raskin, who ultimately decided to resign 722 00:41:28,840 --> 00:41:32,000 Speaker 1: his position in nineteen eighty two after enduring multiple changes 723 00:41:32,040 --> 00:41:34,680 Speaker 1: to a project he had defended numerous times from cancelation. 724 00:41:35,280 --> 00:41:38,040 Speaker 1: So think about that for a minute. He had worked 725 00:41:38,160 --> 00:41:44,200 Speaker 1: very hard to keep this project alive, arguing for its viability, 726 00:41:45,040 --> 00:41:47,080 Speaker 1: and then one of the founders that the company comes 727 00:41:47,120 --> 00:41:50,799 Speaker 1: in and starts making dramatic changes to his design decisions. 728 00:41:51,080 --> 00:41:54,600 Speaker 1: It was very frustrating, and so ultimately he decided to resign, 729 00:41:55,040 --> 00:41:58,520 Speaker 1: and in the book Becoming Steve Jobs, they published a 730 00:41:58,560 --> 00:42:01,080 Speaker 1: memo that was written by rask And upon his resignation, 731 00:42:01,200 --> 00:42:04,200 Speaker 1: and it reveals some of the issues. The passage reads 732 00:42:04,800 --> 00:42:08,719 Speaker 1: while mister Jobs's stated positions on management techniques are all 733 00:42:08,800 --> 00:42:13,759 Speaker 1: quite noble and worthy. In practice, he is a dreadful manager. 734 00:42:14,120 --> 00:42:16,439 Speaker 1: He is a prime example of a manager who takes 735 00:42:16,480 --> 00:42:19,799 Speaker 1: the credit for his optimistic schedules and then blames the 736 00:42:19,840 --> 00:42:23,319 Speaker 1: workers when deadlines are not met. He also said that 737 00:42:23,360 --> 00:42:27,160 Speaker 1: Steve Jobs missus appointments, does not give credit, has favorites, 738 00:42:27,200 --> 00:42:31,440 Speaker 1: and doesn't keep promises, and in another interview, Jeff Raskin 739 00:42:31,520 --> 00:42:35,200 Speaker 1: said that Jobs would have made quote an excellent King 740 00:42:35,280 --> 00:42:40,080 Speaker 1: of France end quote. That is a sick burn. I'm 741 00:42:40,200 --> 00:42:43,680 Speaker 1: assuming that Raskin was specifically meeting the kings of France 742 00:42:43,680 --> 00:42:48,120 Speaker 1: who were in power directly before the French Revolution. 743 00:42:49,560 --> 00:42:51,000 Speaker 2: That's brutal. 744 00:42:51,920 --> 00:42:54,080 Speaker 1: Raskin would actually go on to found a company called 745 00:42:54,160 --> 00:42:58,160 Speaker 1: Information Appliance, Incorporated, and later would teach computer science at 746 00:42:58,160 --> 00:43:01,960 Speaker 1: the University of Chicago. That after the McIntosh debuted, he 747 00:43:01,960 --> 00:43:03,840 Speaker 1: would be kind of referred to as sort of an 748 00:43:03,920 --> 00:43:08,200 Speaker 1: eccentric uncle to the Macintosh, not the father of the Macintosh. 749 00:43:08,400 --> 00:43:10,880 Speaker 1: And the reason for this is because the Macintosh that 750 00:43:10,960 --> 00:43:15,160 Speaker 1: debuted was so dramatically different from the one that he 751 00:43:15,239 --> 00:43:18,720 Speaker 1: had been designing since nineteen seventy nine. It had changed 752 00:43:19,200 --> 00:43:21,480 Speaker 1: enough so it was no longer really the same computer. 753 00:43:23,040 --> 00:43:26,480 Speaker 1: Raskin himself passed away in two thousand and five, and 754 00:43:26,600 --> 00:43:28,360 Speaker 1: I am sad that I never had a chance to 755 00:43:28,360 --> 00:43:30,719 Speaker 1: meet him, as he does sound like he was fascinating. 756 00:43:32,080 --> 00:43:35,759 Speaker 1: Now back to the Macintosh team, Jobs wanted to overhaul 757 00:43:36,600 --> 00:43:40,400 Speaker 1: the computer's esthetic design, both from a hardware and a 758 00:43:40,440 --> 00:43:44,520 Speaker 1: software level. He wanted something sleek and different from previous computers, 759 00:43:44,800 --> 00:43:47,239 Speaker 1: and he really wanted a design that would set the 760 00:43:47,280 --> 00:43:52,200 Speaker 1: McIntosh apart from IBM's personal computers. IBM's PCs started hitting 761 00:43:52,200 --> 00:43:54,880 Speaker 1: store shelves in nineteen eighty one, and they poised a 762 00:43:54,920 --> 00:44:00,640 Speaker 1: direct threat to Apple's position, particularly among businesses. Had that 763 00:44:00,719 --> 00:44:05,360 Speaker 1: reputation and was leveraging it, and Jobs wanted his team 764 00:44:05,400 --> 00:44:08,960 Speaker 1: to finish their work before the Lisa team finished their work. 765 00:44:09,000 --> 00:44:11,279 Speaker 1: Now that he had been removed from the Lisa team, 766 00:44:12,000 --> 00:44:15,480 Speaker 1: that last part didn't happen, though Lisa would launch a 767 00:44:15,560 --> 00:44:18,640 Speaker 1: year ahead of McIntosh. Lisa came out in nineteen eighty three, 768 00:44:19,680 --> 00:44:24,640 Speaker 1: but the Lisa, unlike the Mac, did not see much success. 769 00:44:24,719 --> 00:44:28,920 Speaker 1: It was just too expensive, it had too limited. 770 00:44:30,160 --> 00:44:30,680 Speaker 2: Software. 771 00:44:30,800 --> 00:44:33,040 Speaker 1: It just didn't have a lot of applications developed for it, 772 00:44:33,160 --> 00:44:35,719 Speaker 1: so there wasn't much of a reason to buy one. 773 00:44:36,200 --> 00:44:37,319 Speaker 2: It would like it would be like. 774 00:44:37,320 --> 00:44:40,440 Speaker 1: Buying a very expensive video game console, but there are 775 00:44:40,480 --> 00:44:41,840 Speaker 1: no games. 776 00:44:41,440 --> 00:44:43,600 Speaker 2: Out for it yet that would be a problem. 777 00:44:45,320 --> 00:44:48,080 Speaker 1: So very few of them were sold. I mean there 778 00:44:48,080 --> 00:44:51,720 Speaker 1: were ten thousand dollars apiece. The Lisa won the race 779 00:44:51,880 --> 00:44:55,200 Speaker 1: to the finish line. It was ready before the Macintosh was, 780 00:44:55,440 --> 00:45:01,799 Speaker 1: but it lost the long game. Apple didn't give up 781 00:45:01,800 --> 00:45:04,919 Speaker 1: on it right away. They launched the Lisa, it didn't 782 00:45:04,960 --> 00:45:08,680 Speaker 1: see a whole lot of success. They then designed and 783 00:45:08,760 --> 00:45:12,360 Speaker 1: launched the Lisa too, so the second computer in this 784 00:45:12,480 --> 00:45:16,200 Speaker 1: line at a slightly lower price point, actually significantly lower 785 00:45:16,239 --> 00:45:20,240 Speaker 1: price point, with some new hardware, some of it taken 786 00:45:20,320 --> 00:45:23,719 Speaker 1: from the Macintosh computer to make it less expensive, so 787 00:45:23,760 --> 00:45:26,280 Speaker 1: instead of using more expensive components, they used the components 788 00:45:26,320 --> 00:45:31,600 Speaker 1: that kept the Macintosh below that exorbitant price point. They 789 00:45:31,600 --> 00:45:35,120 Speaker 1: also rebranded the Lisa too. They gave it another overhaul, 790 00:45:35,760 --> 00:45:37,960 Speaker 1: really kind of. They spruced it up a little bit, 791 00:45:38,320 --> 00:45:41,759 Speaker 1: and they renamed it the Macintosh XL in nineteen eighty five. 792 00:45:42,320 --> 00:45:45,600 Speaker 1: But none of this really kept the Lisa treading water. 793 00:45:45,760 --> 00:45:50,600 Speaker 1: So ultimately Apple pulled the plug figuratively and literally, I guess, since. 794 00:45:50,440 --> 00:45:52,799 Speaker 2: It was a computer. Now. 795 00:45:52,880 --> 00:45:56,320 Speaker 1: Jobs' version of the Macintosh incorporated a graphics user interface 796 00:45:56,520 --> 00:46:01,360 Speaker 1: because he had been so impressed by Xerox's computer. Raskin's 797 00:46:01,360 --> 00:46:04,120 Speaker 1: original design had, like I said, stuck with the text 798 00:46:04,120 --> 00:46:06,600 Speaker 1: based approach. That this was a big change. It required 799 00:46:06,640 --> 00:46:08,560 Speaker 1: a lot of work on the part of the team 800 00:46:09,040 --> 00:46:13,480 Speaker 1: to go from text base to graphic user interface. Raskin 801 00:46:13,560 --> 00:46:16,080 Speaker 1: really felt that it was appropriate to go with text 802 00:46:16,120 --> 00:46:18,879 Speaker 1: base to keep the price down, although he did eventually 803 00:46:19,960 --> 00:46:24,759 Speaker 1: endorse the use of a computer mouse. Raskin's goal was 804 00:46:24,800 --> 00:46:27,399 Speaker 1: to make sure that the Macintosh debuted at a price 805 00:46:27,440 --> 00:46:30,359 Speaker 1: of around five hundred dollars, between five hundred and one 806 00:46:30,360 --> 00:46:32,760 Speaker 1: thousand dollars. As it turns out, that did not happen, 807 00:46:32,840 --> 00:46:38,400 Speaker 1: but we'll get to that. He did, however, think you know, 808 00:46:38,960 --> 00:46:41,480 Speaker 1: Jobs didn't want it to go super expensive like Lisa, 809 00:46:41,520 --> 00:46:44,680 Speaker 1: but he did want to have this graphic user interface 810 00:46:44,719 --> 00:46:46,279 Speaker 1: and mouse in it because he felt that it was 811 00:46:46,360 --> 00:46:50,360 Speaker 1: just worthwhile. He ultimately came to the conclusion that incorporating 812 00:46:50,440 --> 00:46:54,320 Speaker 1: those while it would mean a price hike in the mac. 813 00:46:55,480 --> 00:46:56,359 Speaker 2: It would be worth it. 814 00:46:56,560 --> 00:46:59,600 Speaker 1: People would see the value of the graphics user interface 815 00:46:59,640 --> 00:47:02,720 Speaker 1: in the mouth and so it would make the final 816 00:47:02,719 --> 00:47:06,120 Speaker 1: product more expensive than what Raskin then hoped, but it 817 00:47:06,120 --> 00:47:10,239 Speaker 1: would be a justifiable expense because of the nature of computing. 818 00:47:12,480 --> 00:47:15,440 Speaker 1: On that team where several people here are just a 819 00:47:15,520 --> 00:47:20,800 Speaker 1: few of them, Daniel Kotke, Rod Holt, Mark Lebrun, Larry Tesler, 820 00:47:21,000 --> 00:47:24,439 Speaker 1: Jerry Minak, among others, and in various interviews they said 821 00:47:24,480 --> 00:47:26,799 Speaker 1: their goal was to create a computer that they themselves 822 00:47:26,840 --> 00:47:29,560 Speaker 1: would want to own, which to me seems like a 823 00:47:29,600 --> 00:47:34,040 Speaker 1: really good strategy if you're developing anything. I think that 824 00:47:34,160 --> 00:47:37,680 Speaker 1: developing something that you yourself would want to use is important. 825 00:47:38,280 --> 00:47:41,600 Speaker 1: If you're just throwing in features and stuff in order 826 00:47:41,640 --> 00:47:45,600 Speaker 1: to make it shinier, you're probably on the wrong track. 827 00:47:46,680 --> 00:47:49,439 Speaker 1: If you're incorporating stuff that you yourself would want to use, 828 00:47:49,520 --> 00:47:51,960 Speaker 1: you're probably on the right track. And I see this 829 00:47:52,320 --> 00:47:56,240 Speaker 1: in all areas, not just in technology. The Monty Python 830 00:47:56,360 --> 00:47:59,120 Speaker 1: crew were famous for saying that they wanted to make 831 00:47:59,160 --> 00:48:02,680 Speaker 1: sure the stuff they wrote made each other laugh, and 832 00:48:02,760 --> 00:48:04,960 Speaker 1: if when they got together and they read out the 833 00:48:05,000 --> 00:48:07,920 Speaker 1: stuff they had been working on, if other people were laughing, 834 00:48:08,000 --> 00:48:09,480 Speaker 1: they knew they were on the right track and that 835 00:48:09,560 --> 00:48:12,760 Speaker 1: stuff would go in the yes pile. Stuff that might 836 00:48:12,880 --> 00:48:15,719 Speaker 1: be amusing, but isn't really getting a good response might 837 00:48:15,719 --> 00:48:17,919 Speaker 1: go into maybe pile, and stuff that wasn't landing winning 838 00:48:18,000 --> 00:48:22,480 Speaker 1: a no pile. So whether it's high tech or lowbrow comedy, 839 00:48:22,920 --> 00:48:26,239 Speaker 1: you should follow the same general philosophy. At least that's 840 00:48:26,320 --> 00:48:30,319 Speaker 1: my view and the view of the Macintosh team now. 841 00:48:30,360 --> 00:48:33,239 Speaker 1: Developing that graphic user interface was actually a really painstaking 842 00:48:33,320 --> 00:48:36,440 Speaker 1: process because this was a whole new thing for personal computers. 843 00:48:36,520 --> 00:48:38,279 Speaker 1: No one had done it. Xerox Park had done it 844 00:48:38,320 --> 00:48:41,239 Speaker 1: for their in house computer system, but no one had 845 00:48:41,239 --> 00:48:44,319 Speaker 1: done it for a personal computer. So it required a 846 00:48:44,360 --> 00:48:48,799 Speaker 1: lot of trial and error designing the programs, testing them, 847 00:48:48,920 --> 00:48:51,919 Speaker 1: debugging them. In fact, some of the designers would say 848 00:48:52,000 --> 00:48:57,279 Speaker 1: that the Mac operating system got debugged into existence, that 849 00:48:57,440 --> 00:49:00,239 Speaker 1: essentially they started with a bunch of different code, much 850 00:49:00,239 --> 00:49:02,880 Speaker 1: of it didn't work, and then they eliminated the stuff 851 00:49:02,920 --> 00:49:06,400 Speaker 1: that didn't work until they willed it around down to 852 00:49:06,920 --> 00:49:11,279 Speaker 1: a workable operating system. Seems like it worked. 853 00:49:11,000 --> 00:49:14,560 Speaker 2: Out for them. It had to be. 854 00:49:14,520 --> 00:49:18,799 Speaker 1: Programmed and debugged over a long time, but they still 855 00:49:18,800 --> 00:49:21,640 Speaker 1: had a real goal to get McIntosh out as soon 856 00:49:21,680 --> 00:49:23,279 Speaker 1: as possible, even though the Lisa had come out in 857 00:49:23,360 --> 00:49:26,760 Speaker 1: nineteen eighty three and really Jobs had gotten really involved 858 00:49:26,760 --> 00:49:29,359 Speaker 1: in in McIntosh at the end of nineteen eighty one 859 00:49:29,360 --> 00:49:33,120 Speaker 1: and into nineteen eighty two. They knew they wanted a 860 00:49:33,160 --> 00:49:37,359 Speaker 1: debut by nineteen eighty four, and they did. And we'll 861 00:49:37,400 --> 00:49:40,520 Speaker 1: go more into what happened next in our next section, 862 00:49:40,800 --> 00:49:44,600 Speaker 1: but first let's take another quick break to thank our sponsor. 863 00:49:52,719 --> 00:49:55,880 Speaker 1: By nineteen eighty four, the Macintosh was finally ready for 864 00:49:55,920 --> 00:49:57,960 Speaker 1: its unveiling, and it had taken a bit longer to 865 00:49:58,000 --> 00:50:00,520 Speaker 1: come out than Lisa and the Macintosh team had to 866 00:50:00,520 --> 00:50:04,920 Speaker 1: contend with Jobs making lots of demands and changes, but 867 00:50:05,000 --> 00:50:06,600 Speaker 1: in the end they were able to create a computer 868 00:50:06,719 --> 00:50:09,880 Speaker 1: design for the average consumer. The specs of the machine 869 00:50:09,920 --> 00:50:15,120 Speaker 1: were impressive for the time, not for today. The Motorola 870 00:50:15,160 --> 00:50:18,200 Speaker 1: processor they were using as the CPU ran at a 871 00:50:18,320 --> 00:50:22,080 Speaker 1: blistering six megahertz, which they cranked up to seven point 872 00:50:22,120 --> 00:50:26,120 Speaker 1: eight megaherts and they marketed as an eight megahertz machine. 873 00:50:27,000 --> 00:50:31,480 Speaker 1: The nine inch screen a massive nine inch screen on 874 00:50:31,480 --> 00:50:33,399 Speaker 1: this computer, which was an all in one by the way. 875 00:50:33,440 --> 00:50:35,240 Speaker 2: You had the computer. 876 00:50:34,920 --> 00:50:38,160 Speaker 1: Body and the monitor all in the same form factor, 877 00:50:38,239 --> 00:50:44,319 Speaker 1: although the keyboard was separate. It was a monochromatic nine 878 00:50:44,320 --> 00:50:47,640 Speaker 1: inch screen and had a resolution of five hundred and 879 00:50:47,640 --> 00:50:52,640 Speaker 1: twelve by three hundred twelve pixels, so only slightly better 880 00:50:52,680 --> 00:50:56,279 Speaker 1: than the Apple to monitor resolution. The name for the 881 00:50:56,320 --> 00:51:00,919 Speaker 1: graphic user interface operating system was called System Software one 882 00:51:01,000 --> 00:51:04,400 Speaker 1: point oh. Later on they would call it mac OS, 883 00:51:05,040 --> 00:51:07,600 Speaker 1: but it was System Software one point zero. 884 00:51:07,480 --> 00:51:08,240 Speaker 2: In the early days. 885 00:51:09,040 --> 00:51:11,839 Speaker 1: Unlike the Apple Too, which had a separate display from 886 00:51:11,840 --> 00:51:14,800 Speaker 1: the computer itself, this one, like I said, was incorporated 887 00:51:14,840 --> 00:51:17,319 Speaker 1: directly with the machine. So the whole thing was in 888 00:51:17,360 --> 00:51:20,200 Speaker 1: a big plastic body, and you had computer and monitor 889 00:51:20,560 --> 00:51:23,680 Speaker 1: right there, including a disk drive, but then you would 890 00:51:23,719 --> 00:51:26,840 Speaker 1: connect the keyboard to it. It had a three and 891 00:51:26,880 --> 00:51:29,719 Speaker 1: a half inch disk drive, so they had advanced beyond 892 00:51:29,760 --> 00:51:32,160 Speaker 1: the five and a quarter inch discs. Now you were 893 00:51:32,200 --> 00:51:35,640 Speaker 1: in the more firm, plastic of the three and a 894 00:51:35,680 --> 00:51:39,360 Speaker 1: half inch discs. People started calling those hard disks because 895 00:51:39,400 --> 00:51:42,000 Speaker 1: they didn't know what a hard disk drive was. That's 896 00:51:42,040 --> 00:51:44,120 Speaker 1: not a hard disk. It was still a floppy disc. 897 00:51:44,160 --> 00:51:46,399 Speaker 1: It was just a different form of a floppy disk. 898 00:51:47,480 --> 00:51:50,840 Speaker 1: It also had a handle. The Mac had a handle 899 00:51:50,880 --> 00:51:55,480 Speaker 1: on it so you could carry it around, making it a. 900 00:51:54,520 --> 00:51:57,560 Speaker 2: Semi portable machine. It was really a bit heavy and 901 00:51:57,600 --> 00:51:59,440 Speaker 2: bulky for toting it around. Everywhere. 902 00:51:59,480 --> 00:52:01,759 Speaker 1: It weighed about out sixteen and a half pounds or 903 00:52:01,760 --> 00:52:04,759 Speaker 1: somewhere around seven and a half kilograms, so that's kind 904 00:52:04,760 --> 00:52:06,839 Speaker 1: of hefty. You don't want to carry that around very far. 905 00:52:07,160 --> 00:52:09,120 Speaker 1: But it did have a handle, so you could if 906 00:52:09,120 --> 00:52:13,360 Speaker 1: you needed to. The original Mac had two serial ports. 907 00:52:14,000 --> 00:52:16,520 Speaker 1: You might remember I talked about serial ports in the 908 00:52:16,640 --> 00:52:21,279 Speaker 1: USB episodes, so that is serial as an se r 909 00:52:21,480 --> 00:52:22,320 Speaker 1: I A L. 910 00:52:22,880 --> 00:52:24,400 Speaker 2: I'm not talking about Captain crunch. 911 00:52:24,480 --> 00:52:26,200 Speaker 1: If you want to hear about that, go back to 912 00:52:26,239 --> 00:52:27,839 Speaker 1: the earlier part of the episode where I was talking 913 00:52:27,840 --> 00:52:32,480 Speaker 1: about phone freaking, had no modem, had no microphone. Sound 914 00:52:32,560 --> 00:52:37,000 Speaker 1: was in glorious eight bit format, so whenever you hear 915 00:52:37,760 --> 00:52:41,400 Speaker 1: chip tunes, that's the good old eight bit sound. 916 00:52:41,400 --> 00:52:42,080 Speaker 2: For the most part. 917 00:52:42,960 --> 00:52:47,000 Speaker 1: You could upgrade the RAM to five hundred and twelve kilobytes. 918 00:52:47,239 --> 00:52:49,080 Speaker 1: But when I say you could upgrade the RAM, I 919 00:52:49,080 --> 00:52:52,560 Speaker 1: really mean a reseller could upgrade the RAM. The Mac 920 00:52:52,719 --> 00:52:55,040 Speaker 1: was designed in a way where you were not, as 921 00:52:55,080 --> 00:52:57,839 Speaker 1: a user, supposed to make any alterations or change it 922 00:52:58,480 --> 00:53:01,600 Speaker 1: or upgrade it yourself. Like you couldn't just crack open 923 00:53:01,680 --> 00:53:05,279 Speaker 1: the case and put in an expansion slot. That's not 924 00:53:05,320 --> 00:53:08,760 Speaker 1: how it worked, and anyone who's used Macintosh computers since 925 00:53:08,840 --> 00:53:10,600 Speaker 1: that day can tell you this is kind of how 926 00:53:10,640 --> 00:53:12,920 Speaker 1: Apple likes it. They really like to create a closed 927 00:53:12,920 --> 00:53:16,799 Speaker 1: off system that you aren't supposed to mess with, so 928 00:53:17,000 --> 00:53:21,080 Speaker 1: it became a recurring theme. Also, it had no hard drive, 929 00:53:21,880 --> 00:53:24,279 Speaker 1: so everything had to run off a disk drive. If 930 00:53:24,280 --> 00:53:25,920 Speaker 1: you wanted to boot up your computer, you had to 931 00:53:25,920 --> 00:53:29,799 Speaker 1: put the system boot disc into the disk drive, turn 932 00:53:29,840 --> 00:53:32,680 Speaker 1: your machine on. It would read the operating system from 933 00:53:32,719 --> 00:53:35,880 Speaker 1: its boot disc, launch into it. And then if you 934 00:53:35,920 --> 00:53:38,600 Speaker 1: wanted to change another, you know, to another software, another 935 00:53:38,640 --> 00:53:42,000 Speaker 1: piece of software, you would go in, you would activate it, 936 00:53:42,120 --> 00:53:44,640 Speaker 1: you would be prompted to put in the appropriate disc. 937 00:53:44,920 --> 00:53:47,799 Speaker 1: You'd pull out the system operations disc, put in your 938 00:53:47,840 --> 00:53:51,960 Speaker 1: application disc. Then you could use your application. Such were 939 00:53:52,040 --> 00:53:59,000 Speaker 1: the dark days of the personal computer industry. Now, eventually 940 00:53:59,080 --> 00:54:03,959 Speaker 1: you could end up buying a secondary drive that would 941 00:54:04,000 --> 00:54:07,960 Speaker 1: be dedicated solely to the system boot disc, which meant 942 00:54:07,960 --> 00:54:11,160 Speaker 1: that you could use the other drive for all your applications. 943 00:54:11,200 --> 00:54:14,320 Speaker 1: But that cost extras. So let's talk about cost. Remember, 944 00:54:14,600 --> 00:54:17,920 Speaker 1: Raskin wanted his machine to cost between five hundred and 945 00:54:18,000 --> 00:54:20,200 Speaker 1: one thousand dollars, So how much did the original Mac 946 00:54:20,360 --> 00:54:24,680 Speaker 1: cost when it went on sale. The original Macintosh cost 947 00:54:24,760 --> 00:54:30,040 Speaker 1: two thousand, four hundred ninety five dollars in nineteen eighty four. 948 00:54:30,680 --> 00:54:32,879 Speaker 1: If you were to adjust that for inflation and say 949 00:54:32,880 --> 00:54:36,120 Speaker 1: how much would I need to spend today to be 950 00:54:36,200 --> 00:54:40,200 Speaker 1: equivalent to the spending power, the purchasing power of that 951 00:54:40,239 --> 00:54:43,200 Speaker 1: twenty four hundred ninety five dollars in nineteen eighty four money. 952 00:54:43,680 --> 00:54:47,320 Speaker 2: The answer to that is nearly five thousand, seven hundred dollars. 953 00:54:47,840 --> 00:54:51,040 Speaker 1: So that translates into saying that the first Macintosh computer 954 00:54:51,080 --> 00:54:53,440 Speaker 1: would have cost you about the same as five thousand, 955 00:54:53,520 --> 00:54:59,560 Speaker 1: seven hundred bucks in today's money. Pretty expensive computer, extremely expensive, honestly. 956 00:55:00,480 --> 00:55:01,920 Speaker 2: Now, eventually, like I. 957 00:55:01,920 --> 00:55:04,680 Speaker 1: Said, they would release the hard disk twenty that was 958 00:55:04,760 --> 00:55:08,320 Speaker 1: the drive that would be the sole purpose of keeping 959 00:55:08,320 --> 00:55:11,480 Speaker 1: the system to itself, so that you could use the 960 00:55:11,520 --> 00:55:16,120 Speaker 1: other drive just for your applications. That was an additional 961 00:55:16,120 --> 00:55:21,040 Speaker 1: one four hundred and ninety five dollars, so very expensive, 962 00:55:21,120 --> 00:55:25,799 Speaker 1: more than half of what the computer itself cost. Not 963 00:55:25,840 --> 00:55:32,400 Speaker 1: exactly a budget machine. On the software side, the coding side, 964 00:55:32,480 --> 00:55:34,799 Speaker 1: who had Bill Atkinson who had coded a method for 965 00:55:34,880 --> 00:55:39,239 Speaker 1: displaying overlapping windows to make it smooth and useful for 966 00:55:39,360 --> 00:55:42,480 Speaker 1: Apple users. That allowed you to actually have numerous applications 967 00:55:42,520 --> 00:55:45,399 Speaker 1: open at the same time and you could navigate between them. 968 00:55:45,600 --> 00:55:50,759 Speaker 1: Anyone who's used a guy based computer system and at 969 00:55:50,760 --> 00:55:53,360 Speaker 1: all is familiar with this that you can have multiple 970 00:55:53,400 --> 00:55:56,399 Speaker 1: windows open and switch between them. That was new back 971 00:55:56,440 --> 00:55:59,160 Speaker 1: in nineteen eighty four, something that you you know, normally 972 00:55:59,160 --> 00:56:01,799 Speaker 1: you would have to quit of an application and open 973 00:56:01,840 --> 00:56:04,000 Speaker 1: a new application if you wanted to do something different 974 00:56:04,040 --> 00:56:05,960 Speaker 1: on the computer. You couldn't just switch back and forth. 975 00:56:06,440 --> 00:56:10,920 Speaker 1: So this was a new thing and very innovative. Meanwhile, 976 00:56:10,960 --> 00:56:13,040 Speaker 1: you also had other designers who were working on the 977 00:56:13,239 --> 00:56:17,840 Speaker 1: iconography for the operating system, so the different little icons 978 00:56:17,840 --> 00:56:20,720 Speaker 1: you would see, the designs that would pop up whenever 979 00:56:20,840 --> 00:56:24,239 Speaker 1: the machine was processing information. All of that went through 980 00:56:24,360 --> 00:56:28,560 Speaker 1: rigorous design before it ever launched with the Macintosh, and 981 00:56:28,760 --> 00:56:33,120 Speaker 1: it made the computer more appealing to use. It was 982 00:56:33,640 --> 00:56:37,040 Speaker 1: like it was a more friendly type of machine than 983 00:56:37,200 --> 00:56:41,279 Speaker 1: the cold text based devices of the past. Oh and 984 00:56:41,360 --> 00:56:43,680 Speaker 1: there was a commercial that didn't hurt too much either. 985 00:56:44,239 --> 00:56:47,600 Speaker 1: It was the infamous Apple nineteen eighty four commercial and 986 00:56:47,640 --> 00:56:52,439 Speaker 1: it was directed by the famed director Ridley Scott. So yeah, 987 00:56:52,480 --> 00:56:57,000 Speaker 1: the same guy who directed Blade Runner directed an Apple 988 00:56:57,040 --> 00:57:02,400 Speaker 1: commercial in nineteen eighty four. That blows my mind. I mean, 989 00:57:02,760 --> 00:57:05,800 Speaker 1: this is a visionary director. And if you watch that commercial, 990 00:57:06,880 --> 00:57:11,440 Speaker 1: it's very powerful. It's an incredible ad. It has often 991 00:57:11,560 --> 00:57:14,520 Speaker 1: been listed among the best commercials of all time, and 992 00:57:14,560 --> 00:57:18,240 Speaker 1: I think it still holds a place up there just 993 00:57:18,280 --> 00:57:23,080 Speaker 1: for its dramatic impact. So in the commercial, and it 994 00:57:23,120 --> 00:57:25,240 Speaker 1: was all a matter of timing, it was so well done. 995 00:57:25,320 --> 00:57:28,800 Speaker 1: We see a dystopian futuristic society, kind of like a 996 00:57:28,840 --> 00:57:33,760 Speaker 1: bunch of people dressed in gray shaved heads, staring straight ahead, 997 00:57:34,000 --> 00:57:37,200 Speaker 1: marching down the hallway into like a lecture hall, taking 998 00:57:37,280 --> 00:57:41,400 Speaker 1: seats in almost like an auditorium setting, staring at an 999 00:57:41,560 --> 00:57:45,520 Speaker 1: enormous screen where there is the very large face of 1000 00:57:45,560 --> 00:57:48,760 Speaker 1: a man. The man's face is probably normal size, but 1001 00:57:48,880 --> 00:57:55,960 Speaker 1: the image makes it look huge, yelling out various authoritarian nonsense, 1002 00:57:56,000 --> 00:57:59,080 Speaker 1: stuff like you will conform and you will obey that 1003 00:57:59,200 --> 00:58:04,200 Speaker 1: kind of thing, very big brotherish and dictating to the 1004 00:58:04,240 --> 00:58:08,880 Speaker 1: group how things must be. And you also keep cutting 1005 00:58:08,920 --> 00:58:12,439 Speaker 1: back over to this woman in a colorful outfit as 1006 00:58:12,480 --> 00:58:15,840 Speaker 1: she's jogging down the hallway and she's carrying a massive hammer, 1007 00:58:16,680 --> 00:58:21,600 Speaker 1: like a big warhammer style hammer, and she runs. It's 1008 00:58:21,640 --> 00:58:25,280 Speaker 1: really an Olympic hammer. I guess she runs into this lecture, 1009 00:58:25,280 --> 00:58:28,840 Speaker 1: Hall does a spin throw and throws the hammer into 1010 00:58:28,880 --> 00:58:34,040 Speaker 1: the screen, destroying it, and it shows this beautiful bright light, 1011 00:58:34,240 --> 00:58:38,720 Speaker 1: and the people snap out of their dystopic funk and 1012 00:58:38,760 --> 00:58:41,640 Speaker 1: they look around, and then you get hit by the tagline, 1013 00:58:42,160 --> 00:58:45,680 Speaker 1: which says, on January twenty fourth, Apple Computer will introduce 1014 00:58:45,800 --> 00:58:49,840 Speaker 1: Macintosh and you'll see why nineteen eighty four won't be 1015 00:58:50,240 --> 00:58:53,520 Speaker 1: like nineteen eighty four. So what they mean is the 1016 00:58:53,600 --> 00:58:57,080 Speaker 1: year nineteen eighty four won't be like the classic George 1017 00:58:57,200 --> 00:59:01,520 Speaker 1: Orwell novel nineteen eighty four, which features Big Brother in 1018 00:59:01,560 --> 00:59:04,880 Speaker 1: this authoritarian government that dictates everything. Has to be a 1019 00:59:04,960 --> 00:59:08,800 Speaker 1: very specific way. The message being, hey, the Macintosh breaks 1020 00:59:08,840 --> 00:59:11,120 Speaker 1: free of the mold. You get to be you. You 1021 00:59:11,160 --> 00:59:15,640 Speaker 1: aren't some drone, You're not some just faceless entity inside 1022 00:59:15,680 --> 00:59:19,360 Speaker 1: a larger company or corporation. You are a person. That 1023 00:59:19,560 --> 00:59:22,560 Speaker 1: was the message. So it was really selling the idea 1024 00:59:22,920 --> 00:59:27,200 Speaker 1: that the Macintosh was all about individuality and not about conformity, 1025 00:59:27,400 --> 00:59:29,080 Speaker 1: and it was incredible. 1026 00:59:29,840 --> 00:59:31,280 Speaker 2: I didn't own the Macintosh. 1027 00:59:31,360 --> 00:59:34,200 Speaker 1: I had an Apple two E and then we switched 1028 00:59:34,240 --> 00:59:38,840 Speaker 1: over to IBM compatible machines in my house, so I 1029 00:59:38,840 --> 00:59:41,960 Speaker 1: don't have any personal stake. I have no nostalgia for 1030 00:59:42,080 --> 00:59:46,080 Speaker 1: the Macintosh computer as a thing, but I certainly think 1031 00:59:46,160 --> 00:59:50,440 Speaker 1: the marketing scheme for the Macintosh was nothing short of 1032 00:59:50,520 --> 00:59:56,600 Speaker 1: a masterpiece. Jobs really loved the ad, and so did 1033 00:59:56,640 --> 00:59:59,360 Speaker 1: John Scully, who at that time was the president and 1034 00:59:59,440 --> 01:00:00,400 Speaker 1: CEO of Apple. 1035 01:00:00,600 --> 01:00:01,800 Speaker 2: Markola had stepped down. 1036 01:00:01,880 --> 01:00:06,720 Speaker 1: John Scully, who had come from PEPSI, had now taken 1037 01:00:06,760 --> 01:00:09,800 Speaker 1: the helm of Apple, and Scully and Jobs. 1038 01:00:09,520 --> 01:00:11,000 Speaker 2: Both thought the ad was tops. 1039 01:00:11,360 --> 01:00:13,040 Speaker 1: They showed it off to the board of directors and 1040 01:00:13,080 --> 01:00:15,640 Speaker 1: they were less happy with it. They thought it was 1041 01:00:15,680 --> 01:00:20,080 Speaker 1: too oppressive, too dark, too gloomy, so they wanted to 1042 01:00:20,080 --> 01:00:23,600 Speaker 1: scrap the ad, and jobs in Scully really didn't want 1043 01:00:23,640 --> 01:00:25,959 Speaker 1: that to happen, so they kind of dragged their feet 1044 01:00:25,960 --> 01:00:31,720 Speaker 1: a little bit, and their their ad agency that commissioned 1045 01:00:31,720 --> 01:00:35,000 Speaker 1: they commissioned the ad from said eventually, you know, we 1046 01:00:35,040 --> 01:00:36,800 Speaker 1: can get rid of most of the ad spots, but 1047 01:00:36,840 --> 01:00:39,160 Speaker 1: there two we cannot offload. 1048 01:00:39,240 --> 01:00:40,800 Speaker 2: One of them was in Idaho. 1049 01:00:41,800 --> 01:00:46,480 Speaker 1: The other was a national spot during the nineteen eighty 1050 01:00:46,520 --> 01:00:51,320 Speaker 1: four Super Bowl. Right, we can't. We can't drop that one. 1051 01:00:51,520 --> 01:00:53,680 Speaker 1: It's no one's going to buy it. You would lose 1052 01:00:53,680 --> 01:00:55,800 Speaker 1: a huge amount of money because the ad space is 1053 01:00:55,840 --> 01:00:56,560 Speaker 1: so expensive. 1054 01:00:57,280 --> 01:00:59,320 Speaker 2: Whether that was true or whether this was. 1055 01:00:59,280 --> 01:01:02,360 Speaker 1: All an attempt to kind of get the ad to 1056 01:01:02,400 --> 01:01:05,040 Speaker 1: the public despite what the bord of directors had said, 1057 01:01:05,240 --> 01:01:09,560 Speaker 1: who's to say. But ultimately Apple went ahead and ran 1058 01:01:09,680 --> 01:01:12,760 Speaker 1: the ad during the Super Bowl, reaching more than ninety 1059 01:01:12,920 --> 01:01:18,080 Speaker 1: million people in the process, and it was an enormous impact. 1060 01:01:18,520 --> 01:01:22,240 Speaker 1: News agencies ran stories about this ad because it was 1061 01:01:22,320 --> 01:01:26,680 Speaker 1: just so effective, and they called it a groundbreaking commercial, 1062 01:01:26,720 --> 01:01:30,760 Speaker 1: which gave Apple even more marketing reach that they didn't 1063 01:01:30,800 --> 01:01:33,720 Speaker 1: pay for. Because news agencies were talking about a commercial 1064 01:01:34,280 --> 01:01:38,680 Speaker 1: for them. It was a gold mine for Apple, and 1065 01:01:38,760 --> 01:01:42,120 Speaker 1: they were able to sell more than seventy thousand Macintosh 1066 01:01:42,160 --> 01:01:45,360 Speaker 1: computers within a couple of months of it debuting. 1067 01:01:45,400 --> 01:01:47,600 Speaker 2: It debuted late January. 1068 01:01:47,960 --> 01:01:51,160 Speaker 1: By March, they had sold more than seventy thousand computers 1069 01:01:51,560 --> 01:01:54,920 Speaker 1: at more than two four hundred and ninety bucks a pop. 1070 01:01:55,600 --> 01:01:56,760 Speaker 2: That was a really. 1071 01:01:56,480 --> 01:01:59,760 Speaker 1: Expensive computer in nineteen eighty four, and selling seventy thousand 1072 01:01:59,800 --> 01:02:03,040 Speaker 1: of was a huge success story. And it was just 1073 01:02:03,080 --> 01:02:06,160 Speaker 1: the beginning for the Macintosh. And there's so much more 1074 01:02:06,200 --> 01:02:10,120 Speaker 1: I could say about this computer, but for today, I'm 1075 01:02:10,160 --> 01:02:12,840 Speaker 1: gonna call this a close. I'm gonna bring this to 1076 01:02:12,880 --> 01:02:15,360 Speaker 1: an end because this was the birth of the Macintosh, 1077 01:02:15,520 --> 01:02:19,480 Speaker 1: its debut to the world. I think it makes a 1078 01:02:19,520 --> 01:02:21,520 Speaker 1: good ending for this part of the story, and in 1079 01:02:21,560 --> 01:02:25,720 Speaker 1: a future episode, I'll explore how the Macintosh evolved into 1080 01:02:25,760 --> 01:02:30,080 Speaker 1: the Mac and the trials and tribulations of its evolution, 1081 01:02:30,240 --> 01:02:35,800 Speaker 1: how it changed so dramatically, how Jobs being forced out 1082 01:02:35,840 --> 01:02:39,560 Speaker 1: of his own company effectively changed the way that the 1083 01:02:39,600 --> 01:02:43,680 Speaker 1: Mac developed, How the mac almost perished before Jobs came 1084 01:02:43,720 --> 01:02:48,360 Speaker 1: back and changed things dramatically again. So love him or 1085 01:02:48,400 --> 01:02:52,160 Speaker 1: hate them, jobs got results done and he sold a 1086 01:02:52,200 --> 01:02:57,360 Speaker 1: lot of computers, So that's another story. I'll probably take 1087 01:02:57,360 --> 01:02:59,600 Speaker 1: that on. Who knows, maybe that'll be my next episode 1088 01:02:59,720 --> 01:03:02,640 Speaker 1: I have. I've not decided yet, but maybe next episode 1089 01:03:02,680 --> 01:03:05,840 Speaker 1: will be The Macintosh Story Part two, where I talk 1090 01:03:05,920 --> 01:03:10,240 Speaker 1: about how it changed from its initial version over the 1091 01:03:10,360 --> 01:03:12,360 Speaker 1: years to turn into things like the iMac. 1092 01:03:12,920 --> 01:03:16,440 Speaker 2: And that'd be kind of fun. But for now, I 1093 01:03:16,440 --> 01:03:16,960 Speaker 2: gotta go. 1094 01:03:17,960 --> 01:03:20,600 Speaker 1: All right, I hope you enjoyed that classic episode of 1095 01:03:20,640 --> 01:03:23,600 Speaker 1: tech stuff, The Macintosh Story Part one. Next Friday, we 1096 01:03:23,680 --> 01:03:26,960 Speaker 1: will have part two. The friday after that, we're gonna 1097 01:03:27,000 --> 01:03:31,440 Speaker 1: have part five three. Sorry, hope you're all well and 1098 01:03:31,520 --> 01:03:40,800 Speaker 1: I'll talk to you again really soon. Tech Stuff is 1099 01:03:40,840 --> 01:03:45,400 Speaker 1: an iHeartRadio production. For more podcasts from iHeartRadio, visit the 1100 01:03:45,440 --> 01:03:49,080 Speaker 1: iHeartRadio app, Apple Podcasts, or wherever you listen to your 1101 01:03:49,120 --> 01:03:53,600 Speaker 1: favorite shows.