Summary
The Worldwide Developers Conference 1997 featured a question-and-answer conversation between Steve Jobs and a developer audience, which was a watershed moment for the firm. Significantly, Jobs was sued some years ago for planning to take a few people and create a company to produce computers for higher education (Gallagher). However, when Apple purchased NeXT Computer in December 1996, and Steve Jobs returned to Apple, the company opted to employ Next’s technology as the foundation of the next Mac operating system (Gallagher par. 32). It was a choice that sparked a lot of debate among developers. NeXT began with only a few people, and every NeXT computer was constructed in a purpose-built facility at a vastly lower rate than it was meant to produce (Gallagher). Furthermore, developers’ earlier intentions for the Mac operating system were largely obsolete. Finally, since Mac’s market share was dropping year after year, there were concerns about the market’s viability in the face of the technological transition (Martins). Thus, Steve Jobs returned to Apple when the firm had a worsened brand image and lost its competitive advantage.
During the conference, one audience member insulted Steve Jobs when he was taking questions from developers. The comment was primarily concerned with Jobs’ recent initiatives and lack of knowledge of the new technologies (Jonathan Field). Jobs’ initial reaction was to take a sip of water and contemplate the remark and the question, after which he explained that it is not his responsibility to know the ins and outs of every piece of software. Toward the end of the response, Jobs not only discussed his vision but also utilized his personal experiences to build his credibility, which is a significant outcome for Apple’s brand image and influence on shareholders.
Questions for Follow-up:
- How to prepare for a team presentation in terms of verbal communication?
- How to ensure that all team members’ projects are reflected in the presentation appropriately?
Works Cited
Gallagher, William. “Looking Back at Steve Jobs and NeXT, Inc — the Most Successful Failure Ever.” AppleInsider, Web.
Jonathan Field. “Steve Jobs Insult Response – Highest Quality.” YouTube, Web.
Martins, Daniel. “1980 to Now: The Journey of Apple’s Market Cap.” Apple Maven, Web.