Monthly Archives: August 2011

The world needs Apple



I bought my first computer in 1977.

A large beige box with a built in keyboard.

64kb RAM.

No hard drive.

No screen.

No storage device.


I was not a geek.

I was a hippy.

And that’s probably why I bought a box I did not understand what I would do with, with a multi-colored Apple logo on top.


I sold the machine six months later.

After I’d created a program to draw the Fibonacci series, that wonderful spiral that occurs everywhere in nature (I told you I was a hippy), and watched in awe as it unfolded on my TV screen. Stoned, as usual.  Because, those were the days …


Twenty years later I met Steve Jobs, a few months after he’d returned to reverse the spiral that had started when Scully kicked him out of his own ingenious creation.


I was in Cupertino for a meeting with Jobs, along with Lee Clow, the creative genius who had created the “1984 wont be like 1984” spot for the launch of Mac.


Lee was now Global Creative Director of TBWAWorldwide.

I was Global Client Services Director.

And we had a lunch meeting with Steve Jobs to talk about the global rollout of the “Think Different” campaign.


I had flown in from New York and had dressed down for the occasion.

Jeans. Sneakers. A t-shirt.

But I was dressed for a wedding when Steve walked in barefoot.


“Hi. I’m Steve.”

Steve held my gaze for what seemed like an eternity.

I guess he felt okay with what he saw, or maybe he just felt okay because of Lee.


We had lunch in his office. Sushi.

Talked about making a dent on the universe.

On being with the pirates and not with the navy.

About how good enough was not enough.

About how my 1977 box was probably among the first hundred ever produced.

No talk about iMac, iPod, iTunes, iPhone and iPad.

If Steve was thinking about them, he did not let on.


I flew back to New York and knocked out an email.

“The world needs Apple” is all it said.


I am not a speculator but I bought some stock which was trading at $5 and sold it a year later for $10. Genius. That would have been worth $42 million today.


The world needs Apple.

And Apple needs Steve Jobs.