Steve Jobs: The Man in the Machine
Partway through Alex Gibney’s earnest documentary Steve Jobs: The Man in the Machine, an early Apple Computer collaborator named Daniel Kottke asks the question that appears to animate Danny Boyle’s recent film about Jobs: “How much of an asshole do you have to be to be successful?” Boyle’s Steve Jobs is a factious, melodramatic fugue that cycles through the themes and variations of Jobs’s life in three acts—the theatrical, stage-managed product launches of the Macintosh computer (1984), the NeXT computer (1988), and the iMac computer (1998). For Boyle (and his screenwriter Aaron Sorkin) the answer appears to be “a really, really big one.”
Gibney, for his part, has assembled a chorus of former friends, lovers, and employees who back up that assessment, and he is perplexed about it. By the time Jobs died in 2011, his cruelty, arrogance, mercurial temper, bullying, and other childish behavior were well known. So, too, were the inhumane conditions in Apple’s production facilities in China—where there had been dozens of suicides—as well as Jobs’s halfhearted response to them. Apple’s various tax avoidance schemes were also widely known. So why, Gibney wonders as his film opens—with thousands of people all over the world leaving flowers and notes “to Steve” outside Apple Stores the day he died, and fans recording weepy, impassioned webcam eulogies, and mourners holding up images of flickering candles on their iPads as they congregate around makeshift shrines—did Jobs’s death engender such planetary regret?
The simple answer is voiced by one of the bereaved, a young boy who looks to be nine or ten, swiveling back and forth in a desk chair in front of his computer: “The thing I’m using now, an iMac, he made,” the boy says. “He made the iMac. He made the Macbook. He made the Macbook Pro. He made the Macbook Air. He made the iPhone. He made the iPod. He’s made the iPod Touch. He’s made everything.”
Yet if the making of popular consumer goods was driving this outpouring of grief, then why hadn’t it happened before? Why didn’t people sob in the streets when George Eastman or Thomas Edison or Alexander Graham Bell died—especially since these men, unlike Steve Jobs, actually invented the cameras, electric lights, and telephones that became the ubiquitous and essential artifacts of modern life?* The difference, suggests the MIT sociologist Sherry Turkle, is that people’s feelings about Steve Jobs had less to do with the man, and less to do with the products themselves, and everything to do with the relationship between those products and their owners, a relationship so immediate…
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