Apple, every mention
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Verbatim, from the transcripts: the passages where Apple comes up
How Henry Singleton Worked
- ▶ 41:02 David Senra So it says quite often, Henry simply talked about his philosophy of running a corporation and the various financial strategies he came up with as he sat in his corner office each day, often working alone at his Apple computer.
- ▶ 47:57 David Senra He invested in Apple. 5 times in the scene
How Bob Dylan Studied His Way to Greatness
- ▶ 2:56 David Senra In fact, Steve Jobs was obsessed with Dylan before he started Apple. 2 times in the scene
How Claude Shannon Invented The Future
- ▶ 45:57 David Senra Shannon worked with his wife and an Apple II computer.
How Obsession Built Christopher Nolan
- ▶ 46:21 David Senra Comes back to, to Apple and says, you have, you know, 300 products.
Peter Thiel on How to Build a Creative Monopoly
- ▶ 0:18 David Senra Apple imagined and executed definitive multi-year plans to create new products and distribute them effectively. 3 times in the scene
- ▶ 3:29 David Senra I think Apple is one of the best examples. 2 times in the scene
- ▶ 15:00 David Senra I think of Apple as a creative monopoly.
- ▶ 20:15 David Senra Apple, Apple's a multi trillion dollar company today was founded.
- ▶ 25:20 David Senra So he is going to use, I love, there's a reason I started today's discussion, uh, with Apple, because he uses Apple basically as, as the perfect example of a creative monopoly. 8 times in the scene
- ▶ 30:01 David Senra Apple imagined and executed definitive multi-year plans to create new products and distribute them effectively.
- ▶ 50:05 David Senra It's really a, I would say, a history on the first handful of years, maybe the first six to eight years of Apple.
- ▶ 50:34 David Senra Many are familiar with the reemergence of Apple. 9 times in the scene
The Practical Genius of Honda
- ▶ 34:17 David Senra They intentionally targeted non-motorcycle users in the way that Steve Jobs intentionally targeted non-technical users with the Apple II. 3 times in the scene
The Simple Genius of Jony Ive
- ▶ 1:11 David Senra That is an excerpt from the book that I'm going to talk to you about today, and the one I've read for the second time, which is called Johnny Ive, The Genius Behind Apple's Greatest Products, and it's written by Leander Caney. 4 times in the scene
- ▶ 6:22 David Senra Building scores of models and prototypes would become another trademark in his career at Apple. 6 times in the scene
- ▶ 13:43 David Senra Who's going to recruit him to Apple. 6 times in the scene
- ▶ 15:22 David Senra It's called the Newton. 5 times in the scene
- ▶ 15:51 David Senra After production schedule, the first model had some serious flaws that Apple's executives and designers were eager to fix. 4 times in the scene
- ▶ 20:12 David Senra Let's go back to this idea of how Apple was set up at this time. 4 times in the scene
- ▶ 23:27 David Senra Just recruited as Apple's head of hardware, the same job he held working with Steve jobs at next. 15 times in the scene
- ▶ 25:26 David Senra Apple had branched out into a wide-ranging product portfolio, selling everything from printers, scanners, and monitors to Newton handhelds.
- ▶ 29:08 David Senra At Apple, upon his return was just as straightforward as his notions for simplifying the product portfolio. 8 times in the scene
- ▶ 33:19 David Senra So it says the iMac had to be on the market in a matter of months or Apple would go out of business. 12 times in the scene
- ▶ 37:38 David Senra And then they describe Apple's game plan at this time. 8 times in the scene
- ▶ 43:40 David Senra Now, keep in mind with everything I'm about to read to you, Apple is going to sell four hundred and fifty million 8 times in the scene
Steve Jobs in Exile
- ▶ 0:04 David Senra There's a brand new book called Steve Jobs in Exile, The Untold Story of Next and the Remaking of an American Visionary, and it was written by Jeffrey Cain, and that is what this episode is going to be about, because the book is… 7 times in the scene
- ▶ 1:53 David Senra It says, every waking moment of his adult life had been spent building Apple. 6 times in the scene
- ▶ 6:26 David Senra But they make the point later in the book that when he gets to Apple, he finally builds a team and most of those people are with him for over a decade for the rest of his life. 3 times in the scene
- ▶ 8:06 David Senra He fired the designers, and then he calls up a designer who had previously worked with him at Apple. 4 times in the scene
- ▶ 10:58 David Senra This is something as you'll hear in this episode that Steve jobs did when he started Apple and something he failed to do when he started next ramp helps many of the most innovative businesses in the world.
- ▶ 12:33 David Senra It's written by this guy named Ken Kosienda, and it's about the golden age of Apple when Steve goes back the second time, and he actually 6 times in the scene
- ▶ 23:52 David Senra And again, I think these two paragraphs are super important to understand that if Steve never changed, there's no way he would have had the success he had when he went back to Apple for months.
- ▶ 39:03 David Senra Next was teaching Steve something he never learned at Apple, how to transform failure into fuel. 3 times in the scene
- ▶ 47:10 David Senra There's no way the Steve that got kicked out of Apple would say what this Steve Jobs is going to say right here, which is directly related to the point that Ed Catmull was making above.
- ▶ 47:40 David Senra Now the timing of this is so important because as Steve is transforming as next is now in the black at the exact same time, Gil Emilio is the CEO of Apple and they are bleeding money. 17 times in the scene
- ▶ 48:18 David Senra The old Apple had made two things, the Apple II and the Macintosh, and they had made them well.
How Rick Rubin Works
- ▶ 7:13 David Senra Deep historical knowledge, and he used that deep historical knowledge and influenced the work in building Apple and Pixar and everything else that he was involved in, but the one person he took the most ideas from was undoubtedly Edwin…
The Genius of Christian von Koenigsegg
- ▶ 45:19 David Senra So whatever you're listening to this on, YouTube, Spotify, Apple Podcasts, wherever, just search David Senra.
Red Bull's Billionaire Maniac Founder
- ▶ 4:41 David Senra Like the Apple founder, Matteschitz pulls the strings behind a consumer cult, and cults rely on message control, and cults rely on message control.
How Bill Gates Works
- ▶ 51:51 David Senra And how does Apple help us?
The Stubborn Genius of James Dyson
- ▶ 21:29 David Senra He's the one that did the 1984 Apple ad. 2 times in the scene
Steve Jobs In His Own Words (Make Something Wonderful)
- ▶ 4:22 David Senra And he, it was an interview given about a year before he came back to Apple.
- ▶ 7:26 David Senra Let me take that idea that Edwin Land used for Polaroid and I'm going to use it for Apple.
- ▶ 19:52 David Senra He's going to travel to Europe, spends a bunch of time in India, comes back, and then eventually they start what's going to wind up being the beginning of Apple.
- ▶ 20:02 David Senra 1985 is when he actually gets expelled from Apple the first time, and so now we have Leslie Berlin giving us, like, this overview of this point of his life. 6 times in the scene
- ▶ 20:10 David Senra In 1976, when Steve and his friend Steve Wozniak began assembling what would become to be known as the Apple I in the family garage,
- ▶ 21:26 David Senra The company's breakthrough came with the introduction of the Apple II.
- ▶ 23:47 David Senra And he's recounting what the beginning of Apple was like. 4 times in the scene
- ▶ 23:50 David Senra After a few attempts, we managed to put together something that was the Apple one.
- ▶ 27:27 David Senra I don't think he knew this reporter was coming, and so they're just saying, hey, tell us about what, what this Apple thing is, tell us what you're doing, and listen to Steve here. 4 times in the scene
- ▶ 32:38 David Senra The book is going to end with this email that he sends himself a year or maybe a few months before he dies, and it's how, he says, we at Apple feel that for some crazy reason we're in the right place at the right time to put something… 2 times in the scene
- ▶ 33:45 David Senra This is a year before he gets kicked out of Apple, and what we're going to see here
- ▶ 37:55 David Senra Now it's like a multi-billionaire, but there's this interview that's taking place in May, and Michael actually wrote this excellent, like, uh, history of the early days of Apple. 5 times in the scene
- ▶ 40:18 David Senra And so then there's this interview with Newsweek that happens right after Steve gets kicked out of Apple, and so we get an idea of what Steve thought about his life when he was 30 years old. 4 times in the scene
- ▶ 42:49 David Senra The years after Steve left Apple were among the toughest of his career and the most formative. 3 times in the scene
- ▶ 53:11 David Senra This is after Pixar's release of Toy Story and its successful IPO, but next is still struggling and hasn't been purchased by Apple yet. 7 times in the scene
- ▶ 57:35 David Senra And his point was that the contrast between, like, Apple and IBM, like, IBM's more hierarchical, and his whole thing is, like, great will come from everywhere. 3 times in the scene
- ▶ 1:06:18 David Senra So then right before he goes back to Apple, Steve gives an interview that's all about Pixar.
- ▶ 1:07:09 David Senra Meanwhile, you can hardly find an Apple II around too much anymore, and it's not clear whether you'll be able to boot up a Macintosh five years from now.
- ▶ 1:12:08 David Senra So then we get into part three, and this is about his return to Apple up until his, his death, unfortunately. 8 times in the scene
- ▶ 1:15:08 David Senra So he says, I was working at Next, working at Pixar, reading the rumors in the papers that Apple's going to buy a company, and then they'll buy this company for their operating system, and one of our guys said, we should sell Next to them. 9 times in the scene
- ▶ 1:17:49 David Senra And so once he's back at Apple, we see these emails again from the CJR's archive of what's happening, and Avi Tavanian, I actually went to YouTube to make sure I pronounced his name correctly, there's this exchange between Avi Tavanian and… 7 times in the scene
- ▶ 1:19:16 David Senra And so then there's this speech to Apple employees, and you can actually see this on YouTube too, but it's included, the part of the transcript is included in the book, and it really just, like, lays out, like, to explain to him, like, why… 10 times in the scene
- ▶ 1:23:14 David Senra And so, he cancels the Newton product line, and people rebel so much that they showed Apple 4 times in the scene
- ▶ 1:24:02 David Senra And so in about a year, he raised Apple's market cap to four billion from 1.8 billion. 10 times in the scene
- ▶ 1:28:41 David Senra And so his, he sends an email to himself in the year 2000, like what is Apple's reason for being? 8 times in the scene
- ▶ 1:30:22 David Senra And if you take these two quotes and you think about them in context of Steve's own career, it's like he didn't do the Apple II. 2 times in the scene
- ▶ 1:40:13 David Senra So he says, if Apple comes up with a dozen innovations in a year, we can maybe advertise four or five of them. 7 times in the scene
- ▶ 1:40:38 David Senra This is the Apple stores. 2 times in the scene
- ▶ 1:48:30 David Senra Let me read the highlight first, and then my note, because that's the order that, that, that this happened for me, and so he's talking about starting Apple, and he says, when my partner Steve Wozniak 2 times in the scene
- ▶ 1:56:23 David Senra I'm convinced that the only thing that kept me going after he got fired from Apple and struggled for, you know, 1213 years was that I loved what I did.
- ▶ 1:57:21 David Senra He gave a speech to Apple employees the day before the iPhone was released in 2007. 2 times in the scene
- ▶ 2:00:24 David Senra And then the book ends with Steve's resignation letter from Apple a few weeks before he died. 8 times in the scene
Jimmy Iovine: Founder of Interscope Records & Legendary Record Producer
- ▶ 45:02 David Senra Uh, they sell it to like three for three billion to Apple, but I want to go back to the early days of Interscope because we're still in the, you know, the early to mid nineties.
- ▶ 55:08 David Senra A few years after that, Apple buys both the streaming service and the headphones for three billion dollars. 2 times in the scene
Rare Steve Jobs’s Rare Interview
- ▶ 2:57 David Senra So it says Apple joined the ranks of the Fortune 500 in just five years. 6 times in the scene
- ▶ 11:25 David Senra It was the telegraph right now, before Apple, the personal computer was in the telegraph stage.
- ▶ 18:36 David Senra And so he actually has a warning about this, which is really interesting because, man, he's going to get kicked out of the company because the company is going to kind of calcify 5 times in the scene
- ▶ 21:33 David Senra He's talking about having a mission bigger than Apple.
- ▶ 23:29 David Senra That was, you know, the basic criticism of what's going on at this point in Apple's history. 3 times in the scene
- ▶ 31:06 David Senra That's going to lead to the founding of Apple.
- ▶ 31:16 David Senra And made what was to become the Apple one was
- ▶ 31:38 David Senra And if we could make them, it had not dawned on us until then the Apple one was built for hobbyists.
- ▶ 31:59 David Senra There's another interview that Jobs does in his lost years when he's building next in between, you know, leaving Apple and coming back.
- ▶ 35:01 David Senra He knew those ideas are highly likely to come from people outside the industry, people not working in Apple for 10 or 15 years, people to have a different way of looking at things, and it's so hard for an established, successful company to… 2 times in the scene
- ▶ 36:01 David Senra Six months for me was a long time when we started Apple. 4 times in the scene
How Tamara Mellon Built Jimmy Choo
- ▶ 23:16 David Senra So I just asked Sage, which is my personal AI that's trained on all my notes and highlights and transcripts about, hey, what did Steve Jobs say about the importance of putting Apple stores close to where there was a lot of foot traffic? 3 times in the scene
Lessons from Jeff Bezos's Shareholder Letters
- ▶ 22:25 David Senra He thought he was super talented, hired Wozniak as well, the founding team of Apple, for God's sake.
The Life Story of Akio Morita: Founder of Sony
- ▶ 3:57 David Senra Sony was the apple of its day.
- ▶ 30:57 David Senra Really, when you get to the section of the book, the personality type we're dealing with here, you think of Steve Jobs at Apple, think of Edwin Land at Polaroid.
- ▶ 42:05 David Senra It sounds exactly if you go back and read Steve Jobs thinking when he wanted to do the Apple stores.
- ▶ 1:03:15 David Senra This is going to sound exactly what Steve Jobs said when he came back to Apple, by the way. 2 times in the scene
The Life Story of Michael Dell
- ▶ 11:53 David Senra One month, there was a piece by the co-founder of Apple, Steve Wozniak, and he's talking about the Apple II, and this is how Wozniak described that.
- ▶ 11:53 David Senra One month, there was a piece by the co-founder of Apple, Steve Wozniak, and he's talking about the Apple II, and this is how Wozniak described that.
- ▶ 13:12 David Senra I was allowed to take almost 1300 dollars of my hard earned savings out of the bank and order an Apple II. 4 times in the scene
- ▶ 14:09 David Senra And he's part of all these like user groups, these like dedicated user groups to apple.
- ▶ 16:34 David Senra So 1980 Apple to everybody's obsessed with it. 4 times in the scene
- ▶ 18:10 David Senra With off the shelf components out of expediency because they were secretly worried about Apple's inroads into the consumer and education markets.
- ▶ 23:26 David Senra Because the, I, the difference, he talks about the difference between the people, uh, that had apples and the people that had the IBM PC.
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