It only enabled me to write books for the Apple iPad – fair enough. But as the restrictions of the product became clear, I began to feel uncomfortable. At last, I thought, I can re-purpose my book and keep it alive. When I read about iBooks Author – a tool for creating rich text-books on an iPad – I was thrilled. However as a potential customer, I worry that their astonishing success has led them to embody a kind of ‘corporate narcissism’.
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The company he built reflected his personality while he was alive and he has tried to make sure that the company will continue to embody his vision. My assessment of Mr Jobs based on this biography was not that he was a ‘quirky visionary’ as I had previously imagined, but that he was seriously disturbed: the book uses the phrase ‘ narcissistic personality disorder‘. Crudely speaking it’s the interface between empowerment and enslavement. Sometimes they get it right and sometimes they get it wrong. And as Apple evolved into a consumer -electronics company, they have remained close to that interface. As an Apple – aficionado I was familiar with this and accepted whatever balance his-Steviness thought appropriate. When Apple only made computers they constantly struggled at the interface between creating products that were easy to use – and products that restricted user choice. I was amazed at what this machine enabled me to do – things even my lecturers had never done! In 1981, my final year as an undergraduate, I programmed the computer to display images of wave functions of particles approaching barriers and being reflected. I learned to program on early Apple II computers and I loved the straightforwardness of the process, and the sense of empowerment it gave me. But over the Christmas break I read Steve Jobs biography and after reading it, I think these may be the last Apple products I buy.
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And I think I may have mentioned once or twice that I recently bought an iPhone. This Christmas, I bought my family three iPods – yes three. I am writing this on an iMac computer, the fourth iMac I have owned.