Steve Jobs’ Endangered Second Act
March 9, 2008 by Andy Updegrove |
In his later years, the American Jazz Age author F. Scott Fitzgerald ruefully observed that “There are no second acts in American Lives.” That now-famous verdict was based upon the personal experience of the once celebrated author, by then a self-described “Hollywood Hack,” reduced to writing B Movie scripts for current income.
If there is a current exception to Fitzgerald’s axiom in the world of technology, it must certainly be Steve Jobs. The company he founded in a garage with partner Steve Wozniak quickly seized the lead in the PC revolution, reaching $100 million in revenues by 1980. Later the same year, Apple launched the largest IPO since Ford Motor Company went public. But the introduction of the IBM PC and the rise of Microsoft wrought a reversal in Apple’s fortunes, and in May of 1985, the man he had recruited to be his mentor ousted Jobs from his own company.
The rest, of course, is the stuff of which legends are made. Jobs attempted to vindicate his vision in 1985 by founding a new company that he unsubtly dubbed NeXT Computer. But NeXT never found its market: by 1993, it had sold only c. 50,000 machines. Then, at last, Jobs’ fortunes began to improve.
In 1996, NeXT was acquired by Apple, which had itself been largely wandering in the wilderness during the intervening years. By acquiring NexT, Apple not only obtained the rights to a new operating system, but it reacquired Jobs as well. Moreover, not long after leaving Apple, Jobs had bought an animation studio from LucasFilms for $5 million, plus a $5 million cash infusion into the studio itself. He later renamed that studio Pixar, and it went on to become wildly successful, making Jobs a very wealthy man twice over.
With the fantastic success of the iPod and iTunes, the successful launch of the tectonically innovative iPhone and the rejuvenation of Mac sales, Jobs now seems poised on the cusp of proving Fitzgerald wrong to the point of stomping on the author’s grave. But will he in fact pull it off, leading Apple to dominate the mobile platform of the future after surrendering the emerging PC platform of the past to his rivals?
Given Jobs’ announcements of yesterday, I’m afraid that history may be about to repeat itself instead. Here’s why.
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