June
18
iPhone: Jobs at Apple Crossroads
New York Magazine takes a close look at Steve Jobs as he makes his next moves, including the Apple TV, iTunes, Video iPod, movie downloads and the much lusted-after iPhone:
The cliché of Jobs as rock star is, of course, hoary to the point of enfeeblement. From the start of his career—which is to say, for his entire adult life—he has radiated a mesmeric presence, his “reality-distortion field.” But as Jobs makes clear today, Apple’s reality is no longer in need of much distortion. On the back of the first two businesses he names, the Mac and the iPod-iTunes tandem, Apple racked up $21.6 billion in sales in the last twelve months, and $2.8 billion in profits. Its stock price has doubled in the past year; last month, AAPL was named to the S&P 100, making it a bona fide blue chip. With what Jobs dubs a “hobby,” Apple TV, the company has invaded the sanctum sanctorum of living-room entertainment. Then there’s that third, impending business, which revolves around a gorgeous sliver of palmtop gee-whizzery that you may have heard about: the iPhone.Ten years ago, when Jobs retook the reins at Apple, the suggestion that the company would be where it is today would have seemed a fantasy—or a joke. Apple was bleeding cash, bleeding talent, bleeding credibility. Its laptops were literally bursting into flames. Its war with Microsoft had devolved into a self-lacerating pathology. Today the Mac is, albeit slowly, gaining ground on Windows. And the iPod, which in less than six years has sold north of 100 million units, has Microsoft choking on its dust.
Mossberg notes this astonishing achievement and inquires of Jobs how many copies of iTunes software are in circulation. At least 300 million, Jobs answers, prompting Mossberg to follow up: “Does the scale of this surprise you?”
Nodding sagely, Jobs responds, “The scale of a lot of things we’re doing surprises me.”
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