SCENE 18Have Fun

Everyone wants a MacBook Pro because they are so bitchin’.

STEVE JOBS

In 2002, the Mac OS X was brand new, and Apple was striving to get customers and developers to embrace it. Jobs decided to put the issue to rest, literally, at the Worldwide Developers Conference.

As the presentation began, Jobs was not onstage. Instead, white smoke surrounded a casket. Gloomy pipe-organ music played in the background. Jobs finally emerged from behind a curtain, walked to the casket, lifted the lid, and pulled out a large-scale copy of OS 9, Apple’s previous operating system. The audience got the joke immediately and started laughing and applauding.

Jobs was committed to the joke and took it further. With a copy of OS 9 lying in the casket, ...

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