Steve Jobs, co-founder of Apple Inc., had a complex and multifaceted relationship with the media throughout his career. This relationship evolved over time, reflecting both his personality and the growing influence of Apple on the tech industry. Jobs was known for his charisma, visionary thinking, and occasional confrontational style, which shaped how he interacted with journalists, press, and the public. His relationship with the media was characterized by a blend of cooperation, manipulation, avoidance, and occasional hostility.
The Early Years: Mysterious and Elusive
In the early years of Apple, particularly during the company’s formative period in the late 1970s and 1980s, Steve Jobs was a relatively private individual who carefully curated his public image. Jobs was a visionary, known for his relentless pursuit of perfection and innovation. He was often the face of Apple at public events, product launches, and in the media, but he was also enigmatic and, at times, elusive.
The media, for the most part, was fascinated by Jobs. His youth, energy, and ambition made him an attractive subject for the press. However, Jobs was known for being deeply protective of his personal life and the inner workings of Apple. He rarely gave extensive interviews and, when he did, he would often control the narrative, carefully selecting the questions he was willing to answer. At the same time, he was not afraid to engage in controversy, sometimes using the media to communicate his vision and challenge competitors.
The Media’s Role in Shaping the Apple Myth
In the 1980s, Jobs became an iconic figure in the tech world. His relationship with the media began to shape how Apple and Jobs were perceived. The media helped build the “Steve Jobs” persona as a genius inventor, a perfectionist, and, at times, a difficult and demanding leader. The image of Jobs as a ruthless, single-minded entrepreneur was fueled by his sometimes abrasive management style, which included clashes with employees, partners, and even the press.
Jobs’ role in the media was pivotal in shaping Apple’s image as well. The media played a significant part in creating the Apple myth—an image of a company that thrived on innovation and design, spearheaded by a visionary leader. This narrative was reinforced by the media coverage of Apple’s product launches, which became highly anticipated events. Jobs understood the power of the media in creating buzz around Apple’s products, and he used it strategically.
During this period, Jobs cultivated an almost cult-like following. The media and consumers alike began to see him as the visionary who had revolutionized the tech industry. This perception played a huge part in building Apple’s success in the 1980s and early 1990s.
The NeXT and Pixar Years: A More Isolated Steve Jobs
In the mid-1980s, Jobs was ousted from Apple after a power struggle with CEO John Sculley. He went on to found NeXT, a computer company focused on higher education and business markets, and Pixar, which would later become a global animation powerhouse. During this time, Jobs took a step back from the public eye, largely avoiding media attention. He was still a well-known figure, but his new ventures were not as high-profile as his time at Apple.
Despite being less visible in the media, Jobs remained a figure of interest. Journalists would still seek him out for interviews, but Jobs was less eager to engage. It was only after Pixar’s success, with films like Toy Story, that Jobs began to re-enter the media spotlight. His reputation as an innovative leader was reinvigorated as Pixar became a major success in Hollywood.
The Return to Apple and the Media Frenzy
Jobs returned to Apple in 1997 after Apple acquired NeXT, and this marked the beginning of a new chapter in his relationship with the media. By this time, the media landscape had changed. The internet had revolutionized the way information was disseminated, and journalists, bloggers, and tech enthusiasts were all vying for exclusive access to Steve Jobs. His return to Apple was accompanied by a flurry of media attention.
Jobs embraced the media more strategically in this second phase of his career. He understood the power of product launches and the media circus that surrounded Apple’s new products. The launch events, often led by Jobs himself, became highly anticipated and widely covered by the media. Jobs knew how to captivate an audience with his keynote speeches, where he unveiled Apple’s groundbreaking products, such as the iMac, iPod, iPhone, and iPad.
At these events, Jobs was charismatic and in control, often using humor, suspense, and theatrics to build excitement. He was a master showman who knew how to engage his audience—both in the room and the millions of people watching the live streams or reading about it in the press.
The “Reality Distortion Field”
One of the most famous aspects of Jobs’ relationship with the media was what became known as his “reality distortion field.” This term was coined by Apple employees to describe Jobs’ ability to persuade and manipulate people around him, including the media, into believing that his vision and ideas were always achievable, no matter how impossible they seemed. Jobs would often present his products as revolutionary before they were even released, creating a sense of excitement and inevitability around them.
The media, particularly the tech press, often bought into this reality distortion field. Journalists and analysts would write about Apple products with a sense of awe and admiration, sometimes overlooking flaws or delays in the product’s release. This created a kind of mystique around Apple that made it appear to be a perfect company that was always on the cutting edge.
The reality distortion field also extended to how Jobs dealt with the press. He was known to be difficult with journalists, sometimes dismissing questions or being overly critical of coverage he didn’t like. Yet, this behavior only contributed to the media’s obsession with him. Jobs knew that controversy and intrigue were valuable tools in shaping public perception.
The Media’s Criticism: A Double-Edged Sword
Despite his strategic use of the media, Jobs was not immune to criticism. In the 2000s, Apple faced several controversies, such as the company’s handling of labor conditions in overseas factories, issues with the App Store, and concerns about the company’s monopolistic practices. Jobs, for his part, was known to be fiercely protective of Apple’s image and would sometimes lash out at the media when he felt the coverage was unfair.
A key example of this was during the infamous 2007 iPhone launch, where Jobs and Apple were criticized for issues like signal reception problems and delays. Jobs, rather than offering apologies, would often dismiss or downplay the criticism. In some instances, he took a combative approach to the press, saying that negative media coverage was simply a result of people not understanding Apple’s vision.
Moreover, Jobs was known for his selective relationship with the media. He often preferred to engage with journalists and publications that he deemed to be more sympathetic to Apple’s interests. For instance, he had a particularly close relationship with Walt Mossberg of The Wall Street Journal, who was known for his favorable coverage of Apple.
Steve Jobs and the Digital Age
By the time of his death in 2011, Steve Jobs had become an icon not just in the world of technology but in popular culture. The media’s portrayal of him had transformed him into a larger-than-life figure—an entrepreneur whose vision had changed the world. His legacy was cemented through his products, his personal story, and the way the media had helped shape his image.
The media also played a significant role in immortalizing Jobs after his passing. News outlets around the world devoted extensive coverage to his death, with tributes pouring in from all corners of society. He was remembered not only for his innovations but also for his ability to work the media, turning himself into a symbol of genius, creativity, and business acumen.
Conclusion
Steve Jobs’ relationship with the media was a dynamic and evolving one. He was at once a media manipulator, a reluctant interviewee, and a master of creating the kind of hype that would propel Apple to new heights. His interactions with the press were often calculated and strategic, yet they also reflected his personality: driven, intense, and sometimes combative. Ultimately, Jobs’ ability to control his narrative and use the media to his advantage played a significant role in building Apple into one of the most valuable and influential companies in the world. His legacy, both as a businessman and a media icon, continues to shape the tech industry and media landscapes to this day.