Tim Cook invokes Steve Jobs in company-wide memo celebrating Appleâs 45th
anniversary
<https://9to5mac.com/author/chmiller44/> Chance Miller
As we detailed in a
roundup earlier this morning,
today marks Appleâs 45th anniversary. To commemorate the anniversary, Apple
CEO Tim Cook not only took to Twitter, but also sent a memo to Apple employees
encouraging them to leave a story âworth telling.â The memo was first
obtained by
MacGeneration.
The Apple CEO begins the message to employees by saying that they should mark
this occasion by rededicating themselves to Appleâs mission:
block quote
On April 1, 1976, a company was formed in Cupertino to create transformative
products that redefine what technology can achieve and make peopleâs lives
better in the process. Forty-five years later, we mark this occasion by
rededicating ourselves to that mission â and to keeping it alive for a long
time
to come â rather than to remember it fondly as something past.
block quote end
Cook writes that while things have changed over the years, Appleâs focus on
âsetting the pace that others try to matchâ has not. âWhat I can tell you
with
gut certainty is that there has never been a moment of such great potential as
this one, nor have we ever had so talented and dedicated a team,â he says.
âThat shouldnât make us rest easy. Great potential obligates great people
to meet it.â
Cook also addresses the challenges of the past year while noting that even
brighter days are ahead:
block quote
I know this past year has tested each of us in ways that we never imagined.
Itâs asked all of us to adapt, itâs added complexity to our work and it has
demanded additional resolve and commitment in areas of our lives that extend
well beyond our work. But I also know that what we have each achieved during
this time should make us enormously proud. Through a once-in-a-generation
challenge, the things we make, and the ways in which we make them, have revealed
profound and durable new sources of value to the people who love and count on
them. And, on many fronts, we know even brighter days are ahead.
block quote end
Finally, Cook concludes with a quote from Steve Jobs. Cook says that in an
email commemorating an earlier anniversary, Jobs said, âitâs been an amazing
journey so far, yet we have barely begun.â The same is still true today, Cook
writes:
block quote
In an email like this one, to mark a much earlier anniversary shortly after I
joined Apple, Steve said, âitâs been an amazing journey so far, yet we have
barely begun.â Still true. Remember that none of us will be here for the end
of the story, but itâs on all of us to make sure itâs one worth telling.
block quote end
You can find the full memo over at
MacGeneration.
As Apple celebrates 45 years today, Iâm reminded of Steveâs words from many
years ago: âItâs been an amazing journey so far, yet we have barely
begun.â
Thanks to every member of our Apple family for all youâve done to enrich
lives. Hereâs to the next 45 years & beyond!
On Appleâs 45th birthday, here are some of the most memorable moments in the
companyâs history
<https://9to5mac.com/author/parkerortolani/> Parker Ortolani
45 years ago today Steve Jobs, Steve Wozniak, and Ronald Wayne founded Apple
Computer. Today itâs the most valuable brand on planet earth and is valued at
more than two trillion dollars. It commands culture, cultivates creativity, and
defies norms. Itâs a company unlike any other. Itâs easy to forget how we
got here, so I periodically like to take a look back at Appleâs rollercoaster
ride of a tapestry.
As a lifelong fan, Apple means the world to me. As a human being, itâs quite
literally defined my life and the lives of billions of people. Apple enabled
all of the companies that make the world go around. Usually, publications look
back on product announcements that ended up changing the world. Instead, I
wanted to spend some time looking back at special moments in Appleâs history
that arenât product announcements. From major events in the life of Steve
Jobs to the most epic leaks, here are some insanely memorable moments in
Appleâs history.
May 19, 2006 | Appleâs flagship 5th Avenue store opens its glass doors
Today Apple has more than 500 stores all across the globe, but one store has
always held a special place in our hearts. The Fifth Avenue Apple Store, often
referred to as âThe Cubeâ has always been the most iconic of the bunch. It
first opened its doors in Spring of 2006 to massive crowds that would keep
coming back for every major subsequent product launch.
Steve Jobs himself was there with his wife Laurene and opened the doors for the
very first customers. Also there was Ron Johnson, Appleâs head of retail at
the time. That iconic photo of Steve looking up at the Apple logo you sometimes
see, was taken on that day.
The Fifth Avenue Apple Store has been an important piece of Appleâs history.
Itâs Appleâs biggest landmark on the east coast and itâs a regular
pilgrimage for Apple fans. Over the course of its almost 15 year life, it has
welcomed tens of millions of people. Apple
<https://www.apple.com/newsroom/2019/09/apple-fifth-avenue-the-cube-is-back/>
loves to note that the store has welcomed more people annually than the Empire
State Building or the Statue of Liberty.
May 30, 2007 | Steve Jobs & Bill Gates sit down with Walt Mossberg & Kara
Swisher for a legendary interview
Walt Mossberg and Kara Swisher are well known for their legendary tech and
business conferences All Things Digital and Code Conference. Steve Jobs was a
regular guest at the conference back in the day, but in 2007 he sat down
alongside Bill Gates with Walt and Kara to talk about their relationship and
their two companies.
This was the first time since 1991 that the two men sat down together for an
interview. The two had the chemistry of an old married couple, they made
hilarious jabs at each other but also recognized the incredible achievements
that each had made.
July 11, 2008 | The App Store opens, changing software forever
The day the App Store opened changed everything. On the first day it was open,
the App Store only offered around 500 apps for iPhone and iPod touch. It
debuted with apps like Twitterrific, the first Twitter client and games like
Super Monkey Ball, one of the first real accelerometer-led games. The App Store
instantly powered up the iPhone and the iPod touch. It breathed new life into
iPhone OS and right from the start it was clear that it would turn out to be
something big. I remember downloading iPhone OS 2.0 and installing apps like
Bubbles, Super Monkey Ball and Remote for the first time.
The App Store has since become home to more than 2 million apps from developers
all over the world. It has created entirely new industries and enabled entire
billion dollar companies like Instagram and Uber. The App economy, as its
sometimes referred to, has completely changed the way we live and work.
April 19, 2010 | Gizmodo shares photos of iPhone 4 prototype left in a bar
Apple has always been a target for leaks and rumors, but in April of 2010
Gizmodo landed one of the most important. Brian Chen, a reporter for Gizmodo,
<https://gizmodo.com/this-is-apples-next-iphone-5520164> got his hands on an
iPhone 4 prototype that an Apple engineer had left in a bar. I remember the
moment the article went live and I devoured it. Iâm sure many of you reading
this did too.
The device had been hidden inside a secure case that made it look like an
iPhone 3GS. But that didnât fool Gizmodo. After removing the case, Gizmodo
discovered the entirely new glass and steel design. It also revealed the
front-facing camera, the infamous antenna band, and it was running an internal
beta build of iPhone OS 4.
It was clear at the time just from looking at it that the device was real. It
was too detailed, too polished, and far too âAppleâ for it not to be real.
Sure enough, John Gruber over at Daring Fireball called around to his sources
and learned that it had been lost by an Apple employee, and the company was
eager to get it back. Unsurprisingly,
<https://www.fastcompany.com/1621516/iphone-4-leak-saga-start-finish> Steve
Jobs himself got involved in the situation and personally attempted to get the
device back from Gizmodo.
June 7, 2011 | Steve Jobs presents plans for âApple Campus 2â to Cupertino
Town Council
Just a few months before he passed away, Steve Jobs presented his plans for
Apple Park to the Cupertino City Council. He revealed its iconic ring shaped
design and gorgeous landscaping. He explained how the company acquired the land
that it now sits on as well and reminisced about the days when the land was
just apricot orchards.
It is pretty fun to look back at this event and see the renderings of the
campus nearly 6 years before it opened to the public for the iPhone X event in
September of 2017.
October 5, 2011 | The world remembers Steve Jobs in the wake of his death
I remember the exact moment. I was standing in my living room, that day I had
shadowed my cousin at his high school. My iPhone 4 buzzed. The CNN app showed a
push notification saying that Steve had passed away. I broke down, my hero had
died. As soon as I logged on, I saw much of the world feeling the same pain
that I was. Immediately photos of makeshift memorials at Apple stores all over
the world started flooding the web. I still get chills and remember exactly how
I felt that night looking at the photo of this fan at an Apple store crying.
<https://abcnews.go.com/Technology/reaction-steve-jobs-death/story?id678187>
Tributes poured in from dignitaries and leaders. President Obamaâs statement
always makes me tear up:
The world has lost a visionary. And there may be no greater tribute to
Steveâs success than the fact that much of the world learned of his passing
on a device he invented.
President Obama
I remember seeing the breaking news on TV for the first time and I remember
waking up the next morning and seeing it be the top story on the Today show. A
recording of that morningâs episode, dedicated to Steve, is still on YouTube.
October 25, 2011 | Tim Cook, Jony Ive, Al Gore, Bill Campbell & more
memorialize Steve Jobs at Infinite Loop
Later in October, Apple held a special memorial service in the courtyard of
Infinite Loop. It was led by Tim Cook, but speeches were given by many of
Steveâs other friends as well. Two speeches in particular always get me. Jony
Iveâs stories about traveling with Steve continue to be some of my favorite
anecdotes that capture their relationship.
Bill Campbell, a tech veteran and member of Appleâs board also spoke. He
broke down in tears remembering not only his colleague, but one of his very
close friends. His speech reminds you that Steve was as much a regular person
as anyone else.
October 29, 2012 | Scott Forstall leaves Apple, Craig & Jony take control of iOS
In late 2012, Tim Cook fired Scott Forstall. It was a shocking event that came
as a result of Forstallâs refusal to apologize for the botched Apple Maps
rollout with iOS 6. Forstall didnât mesh well with Appleâs other executives
and Tim Cook was determined to build a team that worked together harmoniously.
This gave him the opportunity to send Forstall packing. Little did we know at
the time that this single move would completely change the course of Appleâs
software development.
Craig Federighi took over iOS development and Jony Ive took over human
interface design. The next major iOS update, iOS 7, completely stripped the
platform of any skeuomorphic elements and Craig was careful to note that
several times during his presentation at WWDC 2013. Design is an important part
of the story, but this move also streamlined development of Appleâs platforms
and brought them closer together.
July 30, 2017 | Developers uncover iPhone X design & Face ID months before the
announcement
After Apple introduced the HomePod at WWDC 2017, the device was rolled out for
testing among employees. Apple began releasing builds of the HomePodâs
firmware over the summer.
<https://9to5mac.com/2017/07/30/iphone-8-design-and-face-unlock-homepod-code/>
Developers were able to get their hands on the firmware and find tons of hidden
gems. One of them was a glyph that revealed the all-screen design of the iPhone
X.
The firmware also revealed the existence of biometric face unlocking. It became
a huge story and was talked about endlessly for a long time. Apple is usually
very careful about revealing products of this caliber early. So when developers
discovered the iPhone X, called âD22â at the time, it was a massive
surprise.
August 30, 2018 | Apple accidentally uploads photos of iPhone XS and Apple
Watch Series 4 early
Appleâs website almost never reveals anything before itâs supposed to. So
when Apple announced their annual September event in August of 2018, it blew
people away when 9to5Mac found images of the eventâs announcements hosted on
Appleâs servers.
Apple was rumored to be expanding the display size of the Apple Watch at the
time, but nobody had any major leaks revealing the chassis redesign or the
overhauled software that it came with. The leaks revealed that Apple was also
bringing back a glossy gold finish to the Apple Watch for the first time since
they had retired the 18K gold Apple Watch Edition.
June 27, 2019 | Jony Ive cements an unprecedented legacy and departs Apple to
form LoveFrom
Jony Ive and Steve Jobs were a match made in heaven. The two men created some
of the most consequential products in human history together. After Steveâs
death, Jony led the teams that created the Apple Watch and built Apple Park.
Ive is
unquestionably the most important designer of this era and his mark on the
world is indelible. So when Apple announced in the summer of 2019 that Jony was
leaving the company to form a new independent studio âLoveFrom,â it was
huge news.
Jony had already been taking a back seat to day to day product design, leaving
those jobs to Alan Dye and Richard Howarth. So it wasnât entirely surprising
that he was choosing to leave, but it did send a shockwave through the
industry. It gave Appleâs other designers the ability to try new things and
break the mold.
Today Appleâs industrial design team is led by Evans Hankey, a long-time
member of Jonyâs team. Her first public introduction to the public was just
this past December as the VoiceOver for Appleâs AirPods Max video. Appleâs
human interface team is still led by Alan Dye, whose most recent public-facing
event was narrating the introduction of Appleâs slate of new watch faces at
the September 2020 event.
There are so many memorable moments in Appleâs 45-year history. We could talk
about them forever.
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