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Steve Jobs and his Apple empire are popular in Eugene, as this CEO retires

Steve Jobs demonstrating the iPhone 4 to Russian President Dmitry Medvedev on June 23, 2010.
Steve Jobs demonstrating the iPhone 4 to Russian President Dmitry Medvedev on June 23, 2010.
Photo courtesty Wikipedia

EUGENE, Ore -- Apple products are popular here in Eugene, with the legend of former Apple CEO Steve Jobs just as popular as his ground-breaking tech gadgets.

"You mention Steve Jobs and you think of Apple right away," says Eugene local and Apple user Thomas who added "there are Apple people and then there's the rest."

Steve Jobs secret life revealed in new biography and history books

When Steve Jobs resigned Aug. 24 as CEO of Apple -- news about who “he was” as “the icon Steve Jobs” spread throughout this university town where Jobs “liked to hang out with computer students when not down south in San Francisco – there became new interest in the release his official biography "iSteve: The Book of Jobs.”

In the wake of Jobs resignation as the Apple CEO, there’s widespread talk in computer circles here in Eugene that fans will not have to wait until early 2012, as Simon & Schuster previously announced, because “they’re rushing its release.” In turn, it was back in April that Jobs agreed to participate in a book about his “most unusual lifestyle.”

For instance, Jobs doesn’t use gadgets during his “personal time.” He read books made of paper, and likes to take walks without iPhones or other technology. His biography "iSteve: The Book of Jobs,” by Walter Isaacson is said to include many “funny bits about this iconic leader in American technology.”

Yet, it’s known that Jobs only likes to wear black long-sleeved mock turtlenecks made by St. Croix, and is said to “not like it when people question his only black clothing choice.” He’s also a big fan of Levi’s 501 jeans, New Balance 991 shoes, and calls himself a “pescetarian” per he only eats real food consisting of vegetables and fish with no meat.

Also viewed as strange is Jobs choice in cars. He drive’s a certain unique model 2006 Mercedes SL 55 AMG that is “space ship silver” and has “no license plates;” with fans here at the University of Oregon saying “that’s too cool.”

Fans say the new Jobs book will surely include the very funny photo of Jobs demonstrating the iPhone 4 to Russian President Dmitry Medvedev on June 23, 2010. Fans say it’s a good marketing photo, and is remembered because Jobs looked so focused.

Jobs is known as a quiet sort of guy, say those who’ve met him around the University of Oregon where news that he was on campus spread on cell phones and other gadgets with “he’s the tall skinny guy in black, like Johnny Cash.”

Jobs already remembered in American history books

Steven Paul Jobs, 56, with Apple co-founder Steve Wozniak, Mike Markkula, made the history books by creating what is today the Apple empire, while Jobs official online biography stats “he also previously served as chief executive of Pixar Animation Studios; he became a member of the board of directors of The Walt Disney Companyin 2006, following the acquisition of Pixar by Disney. He was credited in the 1995 movie Toy Storyas an executive producer.”

Jobs was born in San Francisco, and his official biography says he was “adopted by Paul and Clara Jobs of Mountain View, California, who named him Steven Paul.”

While many biographies have been written about Jobs, none is more appreciated, said Jobs, than the Time magazine cover story from Sunday, Oct. 10, 1999, that was titled “Steve Jobs at 44.”

This story presented Jobs at age 44, while today’s former CEO is 56 and still “looking frail,” according to those who met him during visits to the University of Oregon in recent years. The health issue for Jobs is pancreatic cancer and undergoing a liver transplant that he survived and not talked too much about ever since, say friends.

Reinventing Apple theme in the “Steve Jobs at 44” story

“One of the things that happened when we got back to Apple was, we said, Apple's all confused. Apple's forgotten what it is. Who is Apple? Why is Apple here? Remember, the roots of Apple were to build computers for people, not for corporations. At the time we started Apple, IBM built computers for corporations. Now it's Microsoft and Intel. But there was nobody building a computer for people. Funny enough, 20 years after we started Apple, there was nobody building computers for people again. You know? They were trying to sell consumers last year's corporate computers,” said Jobs during his 1999 interview with Time magazine.

Then Jobs said, "Well, these are our roots. This is why we're here. The world doesn't need another Dell or Compaq. They need an Apple." We said, "Our thrust is not going to be to make computers for CEOs and enterprise companies." We have a lot of customers in the enterprise. But we don't ever go talk to the CEO of Time Warner. We talk to the people who put out the magazines.”

How Jobs thinks about stuff from the Time interview

“I remember the first time I saw a piece of paper come out of the laser printer prototype we had. It was running this very sophisticated printer from Canon, this very sophisticated controller we had designed and Postscript software from Adobe. An amazing amount of technology. The piece of paper came out and I looked at it and it was so beautiful, I thought, "We can sell this. Because we don't need to tell anybody anything about what's in this box. All we have to do is hold this piece of paper up and go, Do you want this? If you do, buy this box." That's our whole marketing strategy.”

Jobs went on to say in this 1999 Time magazine story that: “Technology has exploded. It's getting more complicated by the day. And there are very few ways for us mere mortals to approach all this technology. People don't have a week to research things and figure out how they work. Apple has always been, and I hope it will always be, one of the premiere bridges between mere mortals and this very difficult technology. We may have the fastest PCs, which we do, we may have the most sophisticated machines, which we do. But the most important thing is that Apple is the bridge. “

Jobs has said he only earns “$1 a year.”

In fact, Forbes states that he holds “5.426 million Apple shares, as well as 138 million shares in Disney. Forbes estimates Jobs net wealth at $7 to $5 billion, but Forbes admits that Jobs keeps secret his holdings.


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