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Remembering Steve Jobs: New Market Innovator

 & Michael J. Miller Former Editor in Chief

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Steve Jobs at iPad2 intro

I can still remember the day Steve Jobs showed me that first Mac in a small conference room on the Apple campus in Cupertino. Even then, he was convinced it would change the way people work. He never let the machine’s early limitations—which he well knew—get in the way of his vision of computing. He was right, even though it would be years until most computer users worked that way.

Jobs will be remembered for helping to create a series of technology revolutions with the Apple II, the Macintosh, the iPod, iPhone, and iPad. His greatest strength, however, was not inventing new technologies, but rather seeing the developing technologies and combining different parts to create new markets.

Personal computers existed before Apple, but Jobs recognized that PCs could target not just computer hobbyists, but the general audience. He urged his partner, Steve Wozniak, to create the first mass-market floppy disk drive. Even in the late 70s, he was concerned about the industrial design of Apple products, hence why the Apple II looked like a consumer product. The result helped to create the nascent PC industry.

The graphical user interfaces were created by Xerox PARC, but Jobs was the first to bring the concept to a mass market, initially on the Lisa, and then on the first Macintosh. He drove a small but dedicated team to take the concepts from much more expensive devices and apply them to machines that could be sold for a fairly reasonable price.

He had a similar vision at NeXT Inc., where he took concepts like object-oriented programming and a Unix-like operating system and created a sleek machine. The NeXT pretty much failed. It was ahead of its time, very expensive, and never gained much developer momentum, but the vision was nevertheless a compelling one.

In fact, NeXT set the mold that would lead to the revival of the Macintosh when Jobs returned to Apple in 1997. If the Lisa was the necessary precursor to the Mac, the NeXT OS was the precursor to OS X and the Mac revival of the past decade.

At Pixar, he saw the potential to use digital animation in movie production. He didn’t found the company, wasn’t the first to believe in digital animation, and wasn’t a movie director. Instead, over the years, he shepherded the technology and the movie creators, putting into place the processes that would create a new style of animated movies starting with Toy Story. He seemed to truly embrace the importance of telling a good story, not only in movies, but in introducing new technology.

Again, Jobs and Apple didn’t create the portable digital music player; a variety of smaller companies had products in the market long before the Apple had the iPod. Jobs looked beyond the mere hardware and combined a small, well-designed music player, software that made it easy to transfer music onto the device, and a single online store that let you legally obtain content. He created an ecosystem that forever changed the music business.

There were smartphones long before the iPhone. Some had touch screens and icons; others had application stores; many had browsers of a sort and LCD displays. Jobs saw how combining all these features, making them easier to use, and adding in a connection to iTunes would change mobile devices. The iPhone was a mobile connection to e-mail and the Internet first and a phone second. Soon it became even more of a platform for mobile applications.

And of course, there were tablets long before the iPad. Microsoft’s TabletPC concept had been struggling for nearly a decade. Amazon’s Kindle had already become quite successful as an e-reader. Jobs jumped on the opportunity to merge the falling prices of large multi-touch displays and flash storage with more powerful processors that still had great battery life, and the iPhone UI, creating much more than just a blown-up iPhone. It was a device he called “magical” because it took computing concepts and made them work in a much simpler form. Just as importantly, he convinced developers of the power of his vision, so they built lots of applications. Now, the iPad is changing not only how we compute, but also how we view books and magazines, Web sites, and media.

In all these cases, what stands out to me is how Jobs was able to see the technology and the trends that were around and combine them in ways others could not. He often fused technology, industrial design, and software that was advanced but appeared simple, producing products change the way we work, live, and connect.

Just as importantly, he always had a clear vision of what he wanted his products to do, and adamantly sold that vision. That was true internally; he was known as a very demanding boss, sweating the small details of products and services in a way few CEOs ever do. And, of course, it was true externally; his signature keynote presentations and the “Jobs reality distortion field” elicited comments from many journalists. Whenever I met with him, I was impressed by his passion for his products, his curiosity about their relevance, and his ambition to improve lives.

When PC Magazine decided to give him a Lifetime Achievement award in 1997, he called me and said he thought he was too young. He had many more things he wanted to do. He was right, of course. The iPod, iPhone and the iPad were still years away and would have been worthy of an award on their own grounds.

It’s easy to imagine all the great things he would have gone on to innovate, had he not passed at a young 56. But his legacy is clear. From the Apple II to the Macintosh to the iPad, he helped usher in the PC era, and helped see beyond it. With Pixar, the iPod, iPhone, and iPad, he drove the reinvention of entire industries. In short, Jobs didn’t just create products; he helped shape the world with the way we use them.

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About Our Expert

Michael J. Miller

Michael J. Miller

Former Editor in Chief

Michael J. Miller is chief information officer at Ziff Brothers Investments, a private investment firm. From 1991 to 2005, Miller was editor-in-chief of PC Magazine,responsible for the editorial direction, quality, and presentation of the world's largest computer publication. No investment advice is offered in this column. All duties are disclaimed. Miller works separately for a private investment firm which may at any time invest in companies whose products are discussed, and no disclosure of securities transactions will be made.

Until late 2006, Miller was the Chief Content Officer for Ziff Davis Media, responsible for overseeing the editorial positions of Ziff Davis's magazines, websites, and events. As Editorial Director for Ziff Davis Publishing since 1997, Miller took an active role in helping to identify new editorial needs in the marketplace and in shaping the editorial positioning of every Ziff Davis title. Under Miller's supervision, PC Magazine grew to have the largest readership of any technology publication in the world. PC Magazine evolved from its successful PCMagNet service on CompuServe to become one of the earliest and most successful web sites.

As an accomplished journalist, well versed in product testing and evaluating and writing about software issues, and as an experienced public speaker, Miller has become a leading commentator on the computer industry. He has participated as a speaker and panelist in industry conferences, has appeared on numerous business television and radio programs discussing technology issues, and is frequently quoted in major newspapers. His areas of special expertise include the Internet and its applications, desktop productivity tools, and the use of PCs in business applications. Prior to joining PC Magazine, Miller was editor-in-chief of InfoWorld, which he joined as executive editor in 1985. At InfoWorld, he was responsible for development of the magazine's comparative reviews and oversaw the establishment of the InfoWorld Test Center. Previously, he was the west coast bureau chief for Popular Computing, and senior editor for Building Design & Construction. Miller earned a BS in computer science from Rensselaer Polytechnic Institute in Troy, New York and an MS in journalism from the Medill School of Journalism at Northwestern University in Evanston, Illinois. He has received several awards for his writing and editing, including being named to Medill's Alumni Hall of Achievement

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