Apple 02 - Early Years
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CIEE Study Center in Palma de Mallorca Entrepreneurship and Innovation Course
Pere Joan Ribas Barcel firstname.lastname@example.org
Xerox Palo Alto Research Center (PARC)
Stanford Research Ins8tute
Stanford University San Jose, California
Co-founder: Steve Wozniak
Wozniak learnt the basis of Mathema8cs and IT with his father who was an engineer. At the age of 13 he had already built his rst micro-computer. Steve Jobs had the idea of commercializing the rst computer as a pre-assembled circuit on a mother board. However, it was Wozniak who built it. Wozniak, leP HP in 1976, to co-found with Jobs Apple. Wozniak built the Apple I, a computer capable of showing graphics on the screen. Then he focused on improving the Apple I. The improved computer, Apple II, was commercialised in 1977.
First steps: The Blue Box
Wozniak learnt the basis of Mathema8cs and informa8cs with his father (engineer). At the age of 13 he had built his rst micro-computer. Steve Jobs had the idea of commercializing the rst computer as a pre-assembled circuit on a mother board. However, it was Wozniak who built it. Wozniak, quit HP in 1976, to co-found with Jobs Apple. Wozniak built the Apple I a computer capable of showing graphics on the screen. Then he focus on improving the Apple I. The improved computer, Apple II, was commercialised in 1977.
Jobs and Wozniak in 1975 with a blue box
APer reading an ar8cle in a magazine about the possibility of making phone calls for free, Jobs and Wozniak inves8gated how to do it. They found a AT&T manual and built a device to replicate phone tones. Exploi8ng a design mistake, as human to human and machine to machine communica8on where in the same band, if you were able to reply the machine to machine tones, you were able to call for free
As a hobby, Jobs and Wozniak assembled a computer using spare components.
They presented it at the Computer Club in Palo Alto.
Some friends also wanted a computer, but they did not know how to assemble the components.
At that 8me, nobody was selling assembled computers.
Therefore, Steve Jobs and Steve Wozniak, spend days and weeks helping their colleagues. They started oering a service.
By that 8me it took between 40 to 80 hours to put a computer up and running from dierent pieces.
The Product: Apple I
Business opportunity: Pu]ng a computer together was 8me consuming. Therefore, Jobs thought about assembling all the components in a plas8c surface, a circuit board, and sell it.
They went to a computer shop in Palo Alto where they got their rst order: 50 assembled circuit boards.
They bought enough components to produce 100 mother boards, and they sold the 50 to the shop twice the price of all the components.
So they kept 50 fully assembled devices for them. However, they did not have cash, only goods. Therefore, they started contac8ng computer shops all over USA to sell the remaining 50 computers.
The company was iniEally nanced with $1,300 raised by selling Job's
Volkswagen and Wozniaks calculator. They needed addiEonal capital to
expand the company and started to look for funding.
Jobs wanted to improve the product. He wanted to oer colour graphics and other improvements.
Jobs met a re8red Project Manager from Intel willing to invest (Mike Markkula). Jobs brought him on board.
Steve-Jobs and Mike Markkula, 1977
InnovaEon: Apple II Together with the $250.000 invested by
Markkula, they improved the Apple I and hired a designer to design the plas8c envelope to protect the internal circuits of the Apple II.
When they went to the West Coast Computer Fair, their product was by far the best one in the show.
And this computer possibly had the best Personal Computers graphics on the market.
Target user: Hobbyists
What made the dierence was that for the rst 8me a person could use a computer without knowing anything about hardware.
It was a REVOLUTION FOR THE END USER.
This device was opening the market for soPware hobbyists (people willing to use the soPware).
Apple Goes Public
The company had a tremendous success. By late 1980, Apple Computer had been a private company for three years. Apples partners decided to take their company to Wall Street and put Apple on the stock market, making it a publicly-held company. It went public in 1980 and Jobs & Wozniak became millionaires. Steve was 21 years old.
End of the 1st chapter
End of chapter one
Bibliography Inside Apple, Adam Lashinsky (2012) Steve Jobs, Karen Blumenthal (2012) The Apple Experience, Carmine Gallo (2012) Steve Jobs: Ten Lessons in Leadership (2012) Steve Jobs, Walter Isaacson, (2011) Steve Jobs: Revolu8onary, Chris Anderson (2011) The innova8on Secrets of Steve Jobs (2010) Apple Conden8al 2.0, Owen Linzmayer (2004) Jony Ive: The Genius Behind Apple's Greatest Products (2014)
Steve Jobs: How to live before you die Entrepreneurs (1986), TV Documentary Steve Jobs The Lost Interview (2012), Documentary Steve Jobs: One Last Thing (2011), Documentary Steve Jobs: Billion Dollar Hippy, BBC Documentary Steve Jobs and Bill Gates Together in 2007 at D5 Interview: Steve Jobs in 2010 at D8
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