The launch of the Macintosh in January 1984 propelled Jobs into an even higher orbit of celebrity,
as was evident during a trip to Manhattan he took at the time. He went to a party that Yoko Ono
threw for her son, Sean Lennon, and gave the nine-year-old a Macintosh. The boy loved it. The artists
Andy Warhol and Keith Haring were there, and they were so enthralled by what they could create with the
machine that the contemporary art world almost took an ominous turn. “I drew a circle,” Warhol
exclaimed proudly after using QuickDraw. Warhol insisted that Jobs take a computer to Mick Jagger.
When Jobs arrived at the rock star’s townhouse, Jagger seemed baffled. He didn’t quite know who
Jobs was. Later Jobs told his team, “I think he was on drugs. Either that or he’s brain-damaged.” Jagger’s
daughter Jade, however, took to the computer immediately and started drawing with MacPaint,
so Jobs gave it to her instead.
ingredients. Another part of the recipe was media coverage. Jobs found ways to ignite
blasts of publicity that were so powerful the frenzy would feed on itself, like a chain
reaction. It was a phenomenon that he would be able to replicate whenever there was a
big product launch, from the Macintosh in 1984 to the iPad in 2010. Like a conjurer, he
could pull the trick off over and over again, even after journalists had seen it happen a dozen
times and knew how it was done. Some of the moves he had learned from Regis McKenna,
who was a pro at cultivating and stroking prideful reporters. But Jobs had his own intuitive
sense of how to stoke the excitement, manipulate the competitive instincts of journalists,
and trade exclusive access for lavish treatment.
In December 1983 he took his elfin engineering wizards, Andy Hertzfeld and Burrell Smith, to
New York to visit Newsweek to pitch a story on “the kids who created the Mac.” After giving
a demo of the Macintosh, they were taken upstairs to meet Katharine Graham, the legendary
proprietor, who had an insatiable interest in whatever was new. Afterward the magazine sent its
technology columnist and a photographer to spend time in Palo Alto with Hertzfeld and Smith.
The result was a flattering and smart four-page profile of the two of them, with pictures that made
them look like cherubim of a new age. The article quoted Smith saying what he wanted to do next:
“I want to build the computer of the 90’s. Only I want to do it tomorrow.” The article also described
the mix of volatility and charisma displayed by his boss: “Jobs sometimes defends his ideas with highly
vocal displays of temper that aren’t always bluster; rumor has it that he has threatened to fire employees
for insisting that his computers should have cursor keys, a feature that Jobs considers obsolete.
But when he is on his best behavior, Jobs is a curious blend of charm and impatience, oscillating between
shrewd reserve and his