• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

The Pentagon said Iran War costs $29 billion, but the real cost is closer to $200 billion—and counting

2

Now worth $200 million, Sarah Jessica Parker credits being ‘one of eight kids that struggled financially’ for her hunger, ambition, and work ethic

3

After forcing workers back to the office, Goldman Sachs and JPMorgan Chase are now letting their staff work remotely—but only for the World Cup

1

The Pentagon said Iran War costs $29 billion, but the real cost is closer to $200 billion—and counting

2

Now worth $200 million, Sarah Jessica Parker credits being ‘one of eight kids that struggled financially’ for her hunger, ambition, and work ethic

3

After forcing workers back to the office, Goldman Sachs and JPMorgan Chase are now letting their staff work remotely—but only for the World Cup

‘You know, I’ve got a plan that could rescue Apple’

By
Philip Elmer-DeWitt
Philip Elmer-DeWitt
Down Arrow Button Icon
By
Philip Elmer-DeWitt
Philip Elmer-DeWitt
Down Arrow Button Icon
September 28, 2011, 6:45 AM ET
Add Fortune on Google for similar content.

Fortune‘s Kindle book is a treasure trove of vintage Steve Jobs vignettes



Aug. 5, 1995. Source: Time Inc.

“Contempt” is probably the word that best describes Steve Jobs’ attitude toward the press. But he courts the publications he cares about, and over the years one of the magazines he courted most assiduously — at least until a certain 2008 cover story — was Fortune.

While at Apple (AAPL), NeXT, Pixar and Apple again, he gave Fortune‘s writers and editors extraordinary access. At one point in the summer of 1995 he invited Brent Schlender, Fortune‘s Silicon Valley correspondent, to his Palo Alto home so that Schlender’s two daughters, 9 and 10, could watch a half-finished version of Toy Story with Jobs’ 3-year-old son.

As a result, the back issues of the magazine are filled with rare glimpses of a Steve Jobs most of us never got to see. To celebrate the final chapter in Jobs’ remarkable career, managing editor Andy Serwer has gathered the major Fortune articles about Jobs, some of them long forgotten, and released them as a $10.99 Kindle book: All About Steve: The Story of Steve Jobs and Apple From the Pages of FORTUNE.

The book is a treasure trove of vintage Steve Jobs vignettes from some of America’s best business writers. Some of our favorite bits:

  • Bro Uttal’s blow-by-blow account of the failed boardroom coup that left Jobs — stripped of all operating authority — tearfully declaring to his closest advisors on May 24, 1985 at 1:07 p.m. (someone noted the time) that he was resigning from Apple. (He stuck around for four more months.)
  • A 1991 joint Steve Jobs-Bill Gates interview in which Jobs describes Microsoft as “a very small orifice” and Gates, responding to a seemingly innocuous remark about Go Corp., says “That’s one of the nastiest comments I’ve ever heard.”
  • Schlender’s March 1997 reporting inside the chaos that was Apple before Jobs — at his Machiavellian best — managed to wrest control from CEO Gil Amelio. “I’m giving Gil the best advice I know,” Jobs says, “and I’ll keep doing it until he stops listening or tells me to go away.”
  • “You know, I’ve got a plan that could rescue Apple,” Jobs tells Schlender at the end of a 1995 piece about Pixar. “But nobody there will listen to me…”

There’s plenty more, including Peter Elkind’s 2008 investigative report into Jobs’ health and backdated options problems that Jobs, fighting tears, later characterized as “kicking me while I was down.” Since then, Fortune has had to cover Apple without direct access to its co-founder — something that makes the hard-fought scoops in Adam Lashinsky’s 2011 “Inside Apple” (soon to be expanded into book in its own right) even more valuable.

There are missteps. Ann Morrison was clearly out of her depths trying to sort out the relationship between the Mac, Lisa, Apple III and Apple II in her 1984 “Apple Bites Back.” And Stanley Bing, who gets the last words in “Thanks, Steve,” seems to think that iPhone apps already number in the millions. But his parting words are poignant:

“It’s been your world, Steve. And we’ve been lucky enough to run along behind you, picking up goodies as you dropped them in our path. It’s a little scary to think that one day you’ll go off to your famous mountaintop and not return with the next big thing. But at least we can all say lived in a time when there was a person with such an imagination, and offer thanks in whatever digital or analog format we choose wherever on earth we may be. We can do that now.”

All About Steve can be downloaded here and read on any Kindle device or Kindle application. For serious students of Steve Jobs’ career, it’s a must-read.

DISCLOSURE: I worked briefly as a Fortune editor a few years ago, and Fortune.com publishes this blog.

About the Author
By Philip Elmer-DeWitt
See full bioRight Arrow Button Icon
Add Fortune on Google for similar content.

Latest in

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in

Getting past the pilot: Why so many AI test projects have trouble scaling
SuccessBrainstorm Tech
Getting past the pilot: Why so many AI test projects have trouble scaling
By Alexei OreskovicJune 24, 2026
8 hours ago
US says chemical maker Chemours will pay $450M in penalties and relief programs to three states to settle ‘forever chemicals’ case
EnvironmentEnvironment
US says chemical maker Chemours will pay $450M in penalties and relief programs to three states to settle ‘forever chemicals’ case
By The Associated PressJune 24, 2026
9 hours ago
A Viking ship named Havhingsten af Glendalough - the Sea Stallion of Glendalough -, the world's largest replica of a Viking warship, sets out 01 JUly 2007 from the Viking Museum in Roskilde, Denmark, on a voyage to Dublin in Ireland, where it is scheduled to arrive 14 August.
EuropeScience
1,000-year-old massive textile factory unearthed in Denmark—and it belonged to the Vikings
By James Brooks and The Associated PressJune 24, 2026
9 hours ago
‘Godmother of AI’ and tech entrepreneurs draw investors by pivoting from chatbots to ‘world models’ saying AI has to read the room, not just books
AIRobots
‘Godmother of AI’ and tech entrepreneurs draw investors by pivoting from chatbots to ‘world models’ saying AI has to read the room, not just books
By The Associated PressJune 24, 2026
9 hours ago
Trump’s Iran war provoked the Senate enough to get it to symbolically vote to curb his war powers for the first time
PoliticsDonald Trump
Trump’s Iran war provoked the Senate enough to get it to symbolically vote to curb his war powers for the first time
By The Associated PressJune 24, 2026
9 hours ago
‘We are in agony’: Today Show host Savannah Guthrie begs public for help as reports surface her missing 84-year-old mom might be dead
North AmericaMedia
‘We are in agony’: Today Show host Savannah Guthrie begs public for help as reports surface her missing 84-year-old mom might be dead
By The Associated PressJune 24, 2026
9 hours ago

Most Popular

The Pentagon said Iran War costs $29 billion, but the real cost is closer to $200 billion—and counting
Economy
The Pentagon said Iran War costs $29 billion, but the real cost is closer to $200 billion—and counting
By Jacqueline MunisJune 24, 2026
23 hours ago
Now worth $200 million, Sarah Jessica Parker credits being ‘one of eight kids that struggled financially’ for her hunger, ambition, and work ethic
Success
Now worth $200 million, Sarah Jessica Parker credits being ‘one of eight kids that struggled financially’ for her hunger, ambition, and work ethic
By Orianna Rosa RoyleJune 24, 2026
23 hours ago
After forcing workers back to the office, Goldman Sachs and JPMorgan Chase are now letting their staff work remotely—but only for the World Cup
Success
After forcing workers back to the office, Goldman Sachs and JPMorgan Chase are now letting their staff work remotely—but only for the World Cup
By Orianna Rosa RoyleJune 23, 2026
2 days ago
Amazon's record Prime Day masks a darker truth: Americans are spending more and getting less
Retail
Amazon's record Prime Day masks a darker truth: Americans are spending more and getting less
By Nick LichtenbergJune 24, 2026
16 hours ago
Ray Dalio just finished a 10-day trip to China. He says global leaders know America ‘doesn’t have what it takes to fight to maintain its empire’
Asia
Ray Dalio just finished a 10-day trip to China. He says global leaders know America ‘doesn’t have what it takes to fight to maintain its empire’
By Nick LichtenbergJune 24, 2026
17 hours ago
Current price of gold as of June 23, 2026
Personal Finance
Current price of gold as of June 23, 2026
By Danny BakstJune 23, 2026
2 days ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.