The Bite in the Apple: A Memoir of My Life with Steve Jobs by Chrisann Brennan Category: Book Price: $ hardcover It's a natural instinct to. The Bite in the Apple: A Memoir of My Life with Steve Jobs is an intimate look at the life of Steve Jobs by Chrisann Brennan, the mother of his first child providing . steve jobs [epub] the bite in the apple a memoir of my life with steve jobs contains important information and a detailed explanation about ebook pdf the bite in.
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Editorial Reviews. Review. "Brennan's memoir provides new insight on the heavily scrutinized Apple cofounder Coleen Marlo delivers a fine performance. The Bite in the Apple: A Memoir of My Life with Steve Jobs – An intimate look at the life of Steve Jobs by Chrisann Brennan, the mother of his first child providing . This article was downloaded by: [Jakob Lusensky] On: 05 April , At: Publisher: Routledge Informa Ltd Registered in England and Wales Registered.
The real appeal of a book about young Steve Jobs, of course, is that we get to see some of the embryonic jigsaw pieces that would later assemble themselves to create one of the most successful entrepreneurs of the last century.
Other times the reader feels that they are perhaps overstretching to read revelatory details where none might exist. Or does it just mean that Steve was a bit detached growing up? The good thing about learning previously unreleased bits of information, of course, is that it helps us fill in the gaps about Apple history.
Since Jobs denied for years that the Lisa computer was named after his daughter, why did he need his daughter to be called Claire to name his computer this? If you felt like you learned everything you needed to know about Jobs from the Isaacson biography, The Bite in the Apple will be unlikely to come with a recommendation.
Personally, I found parts of the book that interested me as an Apple fan and former Jobs biographer , and other parts which felt superfluous, or overly unqualified. Take control of your to-do list, with technology [Deals]. Hot Corners controls your Mac with a flick of the trackpad. How I wrote a shortcut to calculate the length of playlists. This article may be used for research, teaching, and private study purposes.
Any substantial or systematic reproduction, redistribution, reselling, loan, sub-licensing, systematic supply, or distribution in any form to anyone is expressly forbidden. Exploring the Symbolic Meaning of Apple, Inc. In whose hands does this power lie? Our technical capabilities have become so dangerous that we must question what kind of people are they who control them.
Other companies have consumers; Apple has fans and an unspoken brand mythology, including a former spiritual leader. This paper explores the phenomenon of Apple, as a cultural icon and a carrier of projections, values, ideas, and aspirations emerging within the collective today.
Jung Institute of San Francisco. DOI: Apple products can also be said to work as intermediaries between individuals and the world to which they connect. Once he resumed leadership, he initiated a restructuring process that involved eliminating less successful product lines, setting up new strategic partnerships with former competitors such as Microsoft, and revitalizing the brand. The third feat, one might say the crown jewel in this trio of magical objects, was the tablet computer—the iPad—in April What accounts for this success?
As any of its fans will tell you, Apple makes exceptional products. But that is only one part of the story. In order to understand its successes, we must start by exploring the psychology of its former co-founder, Steve Jobs. Jobs was born in San Francisco on February 24, , and adopted at birth; his biological mother was an unwed college graduate student. During his adolescent years, Jobs was a spiritual seeker, interested in philosophy and Eastern religion, and he experimented with drugs, including LSD.
During this period, Jobs started practicing various spiritual exercises and attended Hare Krishna meetings. You are already naked. Steve Jobs was not the average business leader, but as this paper hopes to show, he can be Downloaded by [Jakob Lusensky] at 05 April likened to a spiritual leader—a magician with a quest in life that went far beyond selling hardware. According to Jung, the intuitive is never to be found in the world of accepted reality values, but he has a keen nose for anything new and in the making.
His capacity to inspire courage or to kindle enthusiasm for anything new is unrivalled. The stronger his intuition the more his ego becomes fused with all the possibilities he envisions. In interviews, people who worked with him refer to his unique ability to see possibilities, an attribute associated with the archetype of the Magician. It was a time of great uncertainty and change: the Vietnam War, Woodstock, racial clashes, and university protests.
There was growing distrust in traditional authorities, symbolized by the Republican Party and President Richard Nixon. The counterculture largely consisted of people who wanted to expand society through the personal liberation of the individual. A strong wave of enthusiasm spread for individual freedom. Jobs grew up in the epicenter of this chaotic yet creative period, and this would profoundly shape the values and beliefs that later would become part of his lifework at Apple.
At its core was the belief in the creative potential of the individual, a belief that would become a central theme in the corporate mythology that was to be woven into the Apple brand.
The word logotype, or the more familiar logo, comes from the Greek word logos. Logotypes began to be widely used in a commercial context by companies in the middle of the nineteenth century as the world evolved from the agrarian into the industrial age.
In grocery stores at this time people still downloadd their goods by weight and quantity. With the acceleration of industrial production, however, prepackaged consumer goods began to populate the store shelves. New technology for printing led to a new way of packaging goods, which included a printed label.
These companies and many more started to use their corporate signatures and Downloaded by [Jakob Lusensky] at 05 April logotypes as a way to differentiate their products from competitors, receive instant recognition, and thus build consumer trust Meggs It depicts Sir Isaac Newton sitting under an apple tree, from which an apple, surrounded by a halo, hangs, and which, according to legend fell on his head, giving him the sudden insights about the laws of motion and the theory of gravity.
Newton also seemed to have been a model for Jobs. He thought that there were very few people who had really changed life forever for all of us. This logotype was short lived, and during the same year, a new one was designed for the release of the Apple II. An external agency was hired and the designer Rob Janoff proposed two versions of a logo: one was the rainbow-striped apple and the other was the apple with a bite taken out of it.
The company would use this multistriped logotype for the next twenty-two years. It was not Downloaded by [Jakob Lusensky] at 05 April until Jobs returned to Apple in that he decided to change it. The stripes were removed and replaced with a modern monochromatic look, more aligned with the design of the day and the new vision Jobs had for Apple.
According to J.
It was Eve, the feminine element, who offered man this sweet fruit. Jobs and Apple reintroduced these feminine qualities by bringing eros into the logos- dominated world of computer technology. Bernays was to become the founder of what we call today public relations formerly known as propaganda. The insight that consumer decisions are often made irrationally, driven by unconscious, repressed sexual and emotional instincts, offered companies new opportunities to sell products that were not materially needed, but psychologically wanted.
Downloaded by [Jakob Lusensky] at 05 April What Bernays and his fellow marketers did was to introduce eros to the marketplace and to explore a new technique to infuse products with its energy.
Branding—What Is It? Later in history, the word came to identify the process of marking cattle, criminals, and slaves using a hot iron, a precursor to the logo. Today a brand is much more—a sort of symbol that carries its own set of intangible elements of contextual values, emotions, aspirations, and projections. Companies today depend on a strong brand personality and sell not only a product, but also what is often referred to as a lifestyle that carries a corporate mythology with which people can identity.
Brands today are more than mirrors for our unspoken, often unconscious, psychological wants and desires. The symbol always points to something not fully knowable. Rather than giving back energy to us as consumers, it creates a sort of addiction and desire for more. Performed globally, this ritual seems to function as a sort of underlying psychological engine to drive consumer demand and secure the constant growth that our consumer economy craves.
The entire information age? Was George Orwell right? This extract is from a keynote speech Steve Jobs gave before showcasing the new Apple television commercial promoting the release of the Macintosh in It showed a female heroine dressed in a white tank top with a picture of a Macintosh computer on it, carrying a sledgehammer in her hand. She swung the hammer, and it crashed the screen.
This singular ad further enhanced the mythology that was forming around the company and its products.
Apple was symbolically slaying this old dragon and thereby also the values they represented. Embedded in this symbolical act was the revolutionary idea of embracing computers as transforming tools, liberating individuals in a society still dominated by the structure Downloaded by [Jakob Lusensky] at It found its corporate body, entered the market place, and spread throughout the world, exporting its associated values to consumers.
Apple became an attractor and a symbol for this powerful psychic energy. They both evoke the image of vanquishing an ever-present enemy or opponent—life lived as a series of battles and challenges, as embodied in the life of Jobs and Apple. Transitional Phase Jobs was forced to leave Apple at the age of thirty, an experience that would change him deeply.
During this time he continued to be successful; he bought and developed the animation graphics company Pixar and founded another computer company called NeXT later bought by Apple. Soon Jobs would embark on another heroic quest by returning to Apple. In one of his famous keynote speeches, he announced his re-visioned Apple. He seemed to have understood that the true value the company had developed was not in hardware but in their brand, and that future success depended on Downloaded by [Jakob Lusensky] at The launch of this re-visioned Apple included retiring the rainbow-striped logo that had been used since the s and cultivating a more sophisticated persona.
True to his intuitive typology, this included being equipped with new visions and ideas of where he, Apple, and the collective were heading. A counterculture heroic attitude could not save Apple from its economic problems.
Collectively, the archetype with its attributed mythology and psychic attitudes of rebelling against authorities seemed to have lost some of its attraction.
Beyond the social and political strivings of the s and s, there was another dimension. It was a spiritual blend of Eastern and ancient wisdom, but it had strong roots in American positivism and individualism.
Self-expression was no longer enough, neither for Jobs and Apple, nor for the collective. It was a time of growing spiritual drive in the secular age, and the technical innovations of our time captured something of that spiritual yearning. Jung wrote already in the late s about how the archetype of the Self is projected in our modern age.
We can now connect with anything and anyone at any time. Looked at in this way, Apple today offers consumers more than individuality. The company markets what has been likened to transformational products and services Cawthorne As a brand, Apple is able to take us as consumers to literal or metaphorical places just through a touch on the screen.
No longer the counterculture hero, Jobs had reinvented himself and started to shape a new myth that connected to the yearning for the relationship with the numinous.
And he had found a weapon more powerful than any sword of the strongest steel, the archetypal force of magic. It differs from religion in that it is purely practical and is always performed as a means to an end Malinowski But in the positivistic, capitalistic soil of the American culture from the s and s and on, it lost its potential political and spiritual components.
It is this collective constellation of the archetype of the Magician and magical attitude toward the unconscious that we see Apple capitalizing on today. Jung describes magic as an archetype that always needs the Ergreifer, the one who is possessed or seizes as well as the Ergriffener, the audience, the one whom the magician possesses.
The magician always needs an audience. They all followed a similar ritual: Jobs casually entered the stage, praised the new product with superlatives, and the audience enthusiastically responded. These products transcended existing product categories. Through the introduction of the touch screen, they added sensibility and eros and a more human way to relate to technological gadgets.
They offered a more intimate way to access information—touch and the simple caress of our objects of desire. In the performance of magic, repeating a magical spell transforms words into an unconsciously accepted truth. Collectively, we seem happily spellbound by its products, and it can rightly be said that the energy that pulls us toward those objects is magical.
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