The Bite in the Apple: A Memoir of My Life with Steve Jobs

Then I added, “And by the way, what you really want is an image that’s so strong and appealing that there is immediate recognition of your company without the word ‘Apple’ written under it. Image speaks louder and with more immediacy and power to people. And that apple is beautiful!”

I believe Steve held multiple purposes in a single act of deception. Creativity, as I’ve said, was one. But it seems to me that he also lied to study people’s responses in order to gather intelligence.

I later understood that Apple’s marketing agency had promoted the concept of a massive genius figurehead for the company. Big wink to Regis McKenna.

Smiling, Steve told me he threw anything away if (a) he wasn’t using it and (b) it cost less than $25. Twenty-five dollars was his tipping point, apparently, and it wasn’t worth taking up space if he could replace it for that amount or less. He had put real thought into this—weighing the relationship of money, organization, and serviceability (both

“Zen meditation was not to be used for psychological purposes, or purposes unsuited for a spiritual endeavor.” This wisdom floated a bit beyond my grasp at the time. Now I understand it to mean that the development of someone’s spiritual life will always integrate into a person’s psychology and improve character, sometimes in vast ways. But spiritu

Having come to realize how much I didn’t understand when I needed to understand love, I now feel compelled to shorten the years of ridiculous, unnecessary trouble in others.

Steve invented the name “Oaf Toabar” for himself. Oaf

The computer flattens the emotional and spiritual dimensions of our lives, as it coaxes us away from real-time, face-to-face relationships with people and the natural world. I fear that one day we will finally have the science to show that generations of children have been harmed from using computers way too early and way too much.

This is my own narrative and like all personal narratives, it takes its shape from experience, memory, and insight.