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Apple. It was a smart choice. The word instantly signaled friendliness and simplicity. It managed to be both slightly off-beat and as normal as a slice of pie. There was a whiff of counterculture, back-to-nature earthiness to it, yet nothing could be more American. And the two words together—Apple Computer—provided an amusing disjuncture. “It doesn’t quite make sense,” said Mike Markkula, who soon thereafter became the first chairman of the new company. “So it forces your brain to dwell on it. Apple and computers, that doesn’t go together! So it helped us grow brand awareness.”


Who? who? who? cried the whole party.


Apple went public the morning of December 12, 1980. By then the bankers had priced the stock at a share. It went to the first day. Jobs had come into the Hambrecht & Quist office just in time to watch the opening trades. At age twenty-five, he was now worth 6 million.


When they finished talking, it was close to midnight. “This has been one of the most exciting evenings in my whole life,” Jobs said as Sculley walked him back to the Carlyle. “I can’t tell you how much fun I’ve had.” When he finally got home to Greenwich, Connecticut, that night, Sculley had trouble sleeping. Engaging with Jobs was a lot more fun than negotiating with bottlers. “It stimulated me, roused my long-held desire to be an architect of ideas,” he later noted. The next morning Roche called Sculley. “I don’t know what you guys did last night, but let me tell you, Steve Jobs is ecstatic,” he said.


I wish I could. You can. Marry me: then your relation to that man will seem but ahideous dream. I shall be able to say, looking at you, my wife, 'Iwas faithful: I suffered something for her; I came home: she lovedme still; the proof is, she was my wife within three months of myreturn.' When he said that to her in the Pleasaunce, if there had been apriest at hand--. In a word, Josephine longed to show him her love,yet wished not to shock her mother, nor offend her own sense ofdelicacy; but Camille cared for nothing but his love. To sacrificelove and happiness, even for a time, to etiquette, seemed to him tobe trifling with the substance of great things for the shadow ofpetty things; and he said so: sometimes sadly, sometimes almostbitterly.

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