Page 56 - The Apple Experience

the Apple campus, Tim Cook played a version of the ad that he himself had
heard for the first time after Steve’s death. Richard Dreyfus was the actor

who voiced the final television ad, but Cook played the version Jobs read in

his own voice.

Here’s to the crazy ones. The misfits. The rebels. The
troublemakers. The round pegs in the square holes. The ones

who see things differently. They’re not fond of rules and they
have no respect for the status quo. You can quote them,

disagree with them, glorify or vilify them. About the only thing
you can’t do is ignore them, because they change things. They

push the human race forward. While some may see them as the
crazy ones, we see genius. Because the people who are crazy

enough to think they can change the world are the ones who
do.
11

Steve Jobs was fearless, and he hired employees who shared his attitude.

Jony and Steve’s Dopey Ideas

On Wednesday, October 19, 2011, Apple closed all of its retail locations for

two hours so employees could attend a “Celebration of Steve’s Life”

broadcast live from the Apple headquarters in Cupertino, California.

Jonathan “Jony” Ive was one of the speakers. Jobs called Ive his “spiritual
partner” at Apple. Both men loved design and would speak daily about

creating products that were simple, elegant, and easy to use. As Apple’s head

of design, Ive is largely responsible for designing some of the most innovative

technology products on the planet—iPod, Macbook, iPhone, and iPad.

Ive was invited to say a few words at the memorial celebration. “Steve

used to say to me—and he used to say it a lot—hey, Jony, here’s a dopey