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In his reply, Tate offered some thoughts on Flash and other topics, then returned to the censorship issue. “And you know what? I don’t want ‘freedom from porn.’ Porn is just fine! And I think my wife would agree.”


The first step in this process was convincing the Valley’s premier publicist, Regis McKenna, to take on Apple as a client. McKenna was from a large working-class Pittsburgh family, and bred into his bones was a steeliness that he cloaked with charm. A college dropout, he had worked for Fairchild and National Semiconductor before starting his own PR and advertising firm. His two specialties were doling out exclusive interviews with his clients to journalists he had cultivated and coming up with memorable ad campaigns that created brand awareness for products such as microchips. One of these was a series of colorful magazine ads for Intel that featured racing cars and poker chips rather than the usual dull performance charts. These caught Jobs’s eye. He called Intel and asked who created them. “Regis McKenna,” he was told. “I asked them what Regis McKenna was,” Jobs recalled, “and they told me he was a person.” When Jobs phoned, he couldn’t get through to McKenna. Instead he was transferred to Frank Burge, an account executive, who tried to put him off. Jobs called back almost every day.


The team discussed the problem at the January 1983 retreat, and Debi Coleman gave Jobs data about the Twiggy failure rate. A few days later he drove to Apple’s factory in San Jose to see the Twiggy being made. More than half were rejected. Jobs erupted. With his face flushed, he began shouting and sputtering about firing everyone who worked there. Bob Belleville, the head of the Mac engineering team, gently guided him to the parking lot, where they could take a walk and talk about alternatives.


When their carriages rattled into the street from the north side,Colonel Dujardin had already entered it from the south, and wasriding at a foot's pace along the principal street. The motion ofhis horse now shook him past endurance. He dismounted at an inn afew doors from the mayor's house, and determined to do the rest ofthe short journey on foot. The landlord bustled about himobsequiously. You are faint, colonel; you have travelled too far.

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As the Macintosh continued to disappoint—sales in March 1985 were only 10% of the budget forecast—Jobs holed up in his office fuming or wandered the halls berating everyone else for the problems. His mood swings became worse, and so did his abuse of those around him. Middle-level managers began to rise up against him. The marketing chief Mike Murray sought a private meeting with Sculley at an industry conference. As they were going up to Sculley’s hotel room, Jobs spotted them and asked to come along. Murray asked him not to. He told Sculley that Jobs was wreaking havoc and had to be removed from managing the Macintosh division. Sculley replied that he was not yet resigned to having a showdown with Jobs. Murray later sent a memo directly to Jobs criticizing the way he treated colleagues and denouncing “management by character assassination.”



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There are many variations of passages of Lorem Ipsum available, but the majority have suffered.