Markkula and some others could never quite appreciate Jobs’s obsession with typography. “His knowledge of fonts was remarkable, and he kept insisting on having great ones,” Markkula recalled. “I kept saying, ‘Fonts?!? Don’t we have more important things to do?’” In fact the delightful assortment of Macintosh
fonts, when combined with laser-writer printing and great graphics capabilities, would help launch the desktop publishing industry and be a boon for Apple’s bottom line. It also introduced all sorts of regular folks, ranging
from high school journalists to moms who edited PTA newsletters, to the quirky joy of knowing about fonts, which was once reserved for printers, grizzled editors, and other ink-stained wretches.
The company’s first office, after it moved out of his family garage, was in a small building it shared with a Sony sales office. Sony was famous for its signature style and memorable product designs, so Jobs would drop by to
study the marketing material. “He would come in looking scruffy and fondle the product brochures and point out design features,” said Dan’l Lewin, who
worked there. “Every now and then, he would ask, ‘Can I take this brochure?’” By 1980, he had hired Lewin.
His fondness for the dark, industrial look of Sony receded around June 1981, when he began attending the annual International Design Conference in Aspen. The meeting that year focused on Italian style, and it featured the
architect-designer Mario Bellini, the filmmaker Bernardo Bertolucci, the car maker Sergio Pininfarina, and the Fiat heiress and politician Susanna Agnelli. “I had come to revere the Italian designers, just like
the kid in Breaking
Away reveres the Italian bikers,”
“so it was an amazing inspiration.”
Jobs from insisting that one of his suggestions had been ignored. “By the fourth model, I could barely distinguish it from the third one,” said Hertzfeld,
“but Steve was always critical and decisive, saying he loved or hated a detail that I could barely perceive.”
One weekend Jobs went to Macy’s in Palo Alto and again spent time studying appliances, especially the Cuisinart. He came bounding into the Mac office that Monday, asked the design team to go buy one, and made a raft of new suggestions based on its lines, curves, and bevels.
simple. Really simple.” Apple’s design mantra would remain the one featured on its first brochure: “Simplicity is the ultimate sophistication.”
Jobs felt that design simplicity should be linked to making products easy to use. Those goals do not always go together. Sometimes a design can be so sleek and simple that a user finds it intimidating or unfriendly to navigate.
“The main thing in our design is that we have to make things intuitively obvious,” Jobs told the crowd of design mavens. For example, he extolled the desktop metaphor he was creating for the Macintosh. “People know how to
deal with a desktop intuitively. If you walk into an office, there are papers on the desk. The one on the top is the most important. People know how to
switch priority. Part of the reason we model our computers on metaphors like the desktop is that we can leverage this experience people already have.”
Speaking at the same time as Jobs that Wednesday afternoon, but in a smaller seminar room, was Maya Lin, twenty-three, who had been catapulted into fame the previous November when her Vietnam Veterans Memorial was
dedicated in Washington, D.C. They struck up a close friendship, and Jobs invited her to visit Apple. “I came to work with Steve for a week,” Lin
recalled. “I asked him, ‘Why do computers look like clunky TV sets? Why don’t you make something thin? Why not a flat laptop?’”
Jobs replied that this
was indeed his goal,
as soon as the
technology was ready.
Jobs kept insisting that the machine should look friendly. As a result, it evolved to resemble a human face. With the disk drive built in below the screen,
the unit was taller and narrower than most computers, suggesting a head. The recess near the base evoked a gentle chin, and Jobs narrowed the
strip of plastic at the top so that it avoided the Neanderthal forehead that made the Lisa subtly unattractive. The patent for the design of the Apple case was issued in the name of Steve Jobs as well as Manock and Oyama. “Even
though Steve didn’t draw any of the lines, his ideas and inspiration made the design what it is,” Oyama later said. “To be honest, we didn’t know what it meant for a computer to be ‘friendly’ until Steve told us.”
spirit. It emphasized rationality and functionality by employing clean lines and forms. Among the maxims preached by Mies and Gropius were “God is in the details” and “Less is more.” As with Eichler homes, the artistic sensibility was combined with the capability for mass production.
Jobs publicly discussed his embrace of the Bauhaus style in a talk he gave at the 1983 design conference, the theme of which was “The Future Isn’t What It Used to Be.” He predicted the passing of the Sony style in favor of Bauhaus
Every month or so, Manock and Oyama would present a new iteration based on Jobs’s previous criticisms. The latest plaster model would be dramatically
unveiled, and all the previous attempts would be lined up next to it. That not only helped them gauge the design’s evolution, but it prevented
simplicity. “The current wave of industrial design is Sony’s high-tech look, which is gunmetal gray, maybe paint it black, do weird stuff to it,” he said. “It’s easy to do that. But it’s not great.” He proposed an alternative, born of
the Bauhaus, that was more true to the function and nature of the products. “What we’re going to do is make the products high-tech, and we’re going to package them cleanly so that you know they’re high-tech. We will fit them in a small package, and then we can
make them beautiful
and white, just like
with its electronics.”
“No, that’s not right,” Ferris replied. “The lines should be voluptuous, like a Ferrari.”
“Not a Ferrari, that’s not right either,” Jobs countered. “It should be more like a Porsche!” Jobs owned a Porsche 928 at the time. When Bill Atkinson was over one weekend, Jobs brought him outside to admire the car. “Great art
stretches the taste, it doesn’t follow tastes,” he told Atkinson. He also admired the design of the Mercedes. “Over the years, they’ve made the lines softer but the details starker,” he said one day as he walked around the parking lot. “That’s what we have to do with the Macintosh.”
by Canon to build the machine he wanted. “It was the Canon Cat, and it was a total flop,” Atkinson said. “Nobody wanted it. When Steve turned the Mac into a compact version of the Lisa, it made it into a computing platform instead of a consumer electronic device.”1
He is a dreadful manager. . . . I have always liked Steve, but I have found it impossible to work for him. . . . Jobs
regularly misses appointments. This is so well-known as to be almost a running joke. . . . He acts without thinking and
with bad judgment. . . . He does not give credit where due. . . . Very often, when told of a new idea, he will immediately attack it and say that it is worthless or
even stupid, and tell you that it was a waste of time to work on it. This alone is bad management, but if the idea is a good one he will soon be telling people about it as though it was his own.
That afternoon Scott called in Jobs and Raskin for a showdown in front of Markkula. Jobs started crying. He and Raskin agreed on only one thing: Neither
could work for the other one. On the Lisa project, Scott had sided with Couch. This time he decided it was best to let Jobs win. After all, the Mac was a minor
development project housed in a distant building that could keep Jobs occupied away from the main campus. Raskin was told to take a leave of absence. “They
wanted to humor me and give me something to do, which was fine,” Jobs recalled. “It was like going
garage for me.
back to the
I was in control.”
And he drew his sword on Jia Xu. But the other officers interceded and saved the adviser.
That same night Jia Xu stole out of the camp and, quite alone, took his way home to his native village.
Soon the rebels decided to offer battle. In reply, Cao Cao sent out Xu Chu, Cao Ren, and Dian Wei with three hundred horse. These three leaders dashed into the rebels army but quickly retired. This maneuver was repeated, and again repeated before the real battle array was formed.
then Li Xian and Li Bie, nephews of Li Jue, rode out. At once from Cao Cao’s side dashed out Xu Chu and cut down Li Xian. Li Bie was so startled that he fell out of the saddle. He too was slain. The victor Xu Chu rode back to his own side with the two heads.
[e] Fan Kuai （BC ？-189） a brave general of Liu Bang. He and Liu Bang had been close friends in their native Pei, where he was a butcher and Liu Bang later held a minor office. Enobled as Lord of Zuo. ……
When Xu Chu offered them to the chief, Cao Cao patted him on the back, crying, “You are really my Fan Kuai*！”
Next a general move forward was made, Xiahou Dun and Cao Hong leading the two wings and Cao Cao in the center. They advanced to the roll of the drum. The rebels fell back before them and presently fled. They pursued, Cao Cao himself leading, sword in hand. The slaughter went on till night. Ten thousands were killed and many more surrendered.
Li Jue and Guo Si went west,
flying in panic like dogs from a falling house.
Having no place of refuge they took to the hills
and hid among the brushwood.
In a short time Cao Hong, Li Dian, and Yue Jing came
to the imperial chariot and their names having been duly communicated.
Cao Hong said, “When my brother, Cao Cao, heard of the approach of the rebels, he feared that the advance guard he had sent might be too weak, so he sent me to march quickly for reinforcement.”
“General Cao Cao is indeed a trusty servant！” said the Emperor.
Orders were given to advance, Cao Hong leading the escort. By and by scouts came to say that the rebels were coming up very quickly. The Emperor bade Xiahou Dun divide his force into two parts to oppose them. Xiahou Dun and Cao Hong’s armies threw out two wings with cavalry in front and foot behind. They attacked with vigor and beat off the Li Jue and Guo Si’s rebels with severe loss of ten thousand. Then Xiahou Dun and Cao Hong begged the Emperor to return to Luoyang, and Xiahou Dun guarded the city.
Next day Cao Cao came with his GREat army, and having got them duly camped he went into the city to audience. He knelt at the foot of the steps, but was called up hither to stand beside the Emperor and be thanked.
Cao Cao replied, “Having been the recipient of GREat bounty, thy servant owes the state much gratitude. The measure of evil of the two rebels is full, I have two hundred thousand of good soldiers to oppose them, and those soldiers are fully equal to securing the safety of Your Majesty and the Throne. The preservation of the state sacrifice is the matter of real moment.”
High honors were conferred on Cao Cao. He was appointed Commander of Capital District, Minister of War, and granted Military Insignia.
the two rebels, Li Jue and Guo Si, wished to attack Cao Cao’s army while fatigued from its long march. But their adviser, Jia Xu, opposed this, saying, “There was no hope of victory.
He has both strong soldiers and brave leaders.
Submission may bring us amnesty.”
Li Jue was angry at the suggestion,
crying, “Do you wish to dishearten the army？”
Cao Cao understood and at once prepared his army to move. Just at this moment
an imperial messenger was announced with the very command Cao Cao wanted, and Cao Cao immediately set out.
At Luoyang everything was desolate. the walls had fallen, and there were no means of rebuilding them, while rumors and reports of the coming of Li Jue and Guo Si kept up a state of constant anxiety.
the frightened Emperor spoke with Yang Feng, saying, “What can be done？ There is no answer from the East of Huashang, and our enemies are near.”
then Yang Feng and Han Xian said, “We, your ministers, will fight to the death for you.”
But Dong Cheng said, “the fortifications are weak and our military resources small, so that we cannot hope for victory, and what does defeat mean？ I see nothing better to propose than a move into the east of Huashang Mountains.”
the Emperor aGREed to this, and the journey began without further preparation. There being few horses, the officers of the court had to march afoot. Hardly a bowshot outside the gate they saw a thick cloud of dust out of which came all the clash and clamor of an advancing army. The Emperor and his Consort were dumb with fear. Then appeared a horseman； he was the messenger returning from the East of Huashang Mountains.
He rode up to the chariot, made an obeisance, and said, “General Cao Cao, as commanded, is coming with all the military force of the East of Huashang； but hearing that Li Jue and Guo Si had again approached the capital, he has sent Xiahou Dun in advance. With Xiahou Dun are many capable leaders and fifty thousand of proved soldiers. They will guard Your Majesty.”
All fear was swept away. Soon after Xiahou Dun and his staff arrived. Xiahou Dun, Xu Chu,
and Dian Wei were presented to the Emperor who graciously addressed them.
Then one came to say a large army was approaching from the east,
and at the Emperor’s command Xiahou Dun went to ascertain who these were.
He soon returned saying they were Cao Cao’s infantry.
Imperial Guardian Yang Biao memorialized the Throne, saying,
“The decree issued to me some time ago has never been acted upon. Now Cao Cao is very strong in the east
of Huashang Mountains, and it would be well to associate him in the government that he might support the ruling house.”
the Emperor replied, “There was no need to refer to the matter again. Send a messenger when you will.”
So the decree went forth and a messenger bore it into the East of Huashang. Now when Cao Cao had heard that the court had returned to Capital Luoyang, he called together his advisers to consult.
[e] Duke Wen of Jin （reigned 636-628 BC） was ruler of the western state of Jin during the Spring and Autumn period. He and his successors made Jin a dominant state for nearly 200 years. ……
[e] the Qin Dynasty ended in BC 206. From BC 206 to BC 202, there was actually no emperor in China； and the principal event in this period of anarchy was what we call the Strife between Chu and Han. It was a continuous conflict between Xiang Yu and Liu Bang, the former a native of Wu,
and the latter of Pei. Both of them had been lieutenants under King Huai of Chu. This King, aka Emperor Yi, was a descendant of the old ruling house of the state of Chu, and during
the troubles attending the breakup of the Qin empire, he setup a kingdom on the ruins. Xiang Yu eventually became the leader of Chu army； and he allegedly had King Huai murdered. Liu Bang, now a leader of Han army, mourned King Huai’s death to show his loyal heart.
Xun Yu laid the matter before Cao Cao and the council thus： “Eight hundred years ago, Duke Wen of Jin supported Prince Xiang of the declining Zhou Dynasty, and all the feudal lords backed Duke Wen*. The Founder of the Hans, Liu Bang, won the popular favor by wearing mourning for Emperor Yi of Chu*.
Now Emperor Xian has been a fugitive on the dusty roads.
To take the lead in offering an army
to restore him to honor is to have an unrivaled
opportunity to win universal regard. But you
must act quickly or someone will get in before you.”
the last chapter closed with the arrival of Li Yue who
shouted out falsely that the army was that of the two
arch rebels Li Jue and Guo Si come to capture the imperial cavalcade. But Yang Feng recognized the voice of Li Yue and bade Xu Huang go out to fight him. Xu Huang went and in the first bout the traitor fell. The White Wave rebels scattered, and the travelers got safely through Zhiguan Hills. Here the Governor of Henei, Zhang Yang, supplied them plentifully with food and other necessaries and escorted the Emperor to Zhidao. For his timely help, the Emperor conferred upon Zhang Yang the rank of a Grand Commander. Yang Feng moved his army to the northeast of Luoyang and camped at Yewang.
Capital Luoyang was presently entered. Within the walls all was destruction. The palaces and halls had been burned, the streets were overgrown with grass and brambles and obstructed by heaps of ruins. The palaces and courts were represented by broken roofs and toppling walls. A small “palace” however was soon built, and therein the officers of court presented their congratulations, standing in the open air among thorn hushes and brambles. The reign style was changed from Prosperous Stability to Rebuilt Tranquillity, the first year （AD 196）。
the year was grievous with famine. The Luoyang people, even reduced in numbers as they were to a few hundreds, had not enough to eat and they prowled about stripping the bark off trees and grubbing up the roots of plants to satisfy their starving hunger. Officers of the government of all but the highest ranks went out into the country to gather fuel. Many people were crushed by the falling walls of burned houses. At no time during the decadence of Han did misery press harder than at this period.
A poem written in pity for the sufferings of that time says：
Mortally wounded, the white serpent poured forth its life blood at Mangdang Hills；Blood-red pennons of war waved then in every quarter, Chieftain with chieftain strove and raided each other’s borders, Midst the turmoil and strife the Kingship even was threatened.
Wickedness stalks in a country when the King is a weakling,
Brigandage always is rife,
when a dynasty’s failing, Had one a heart of iron,
wholly devoid of feeling, Yet would one surely
grieve at the sight of such desolation.
Now Han Rong went to see Li Jue and Guo Si. After listening to his vigorous persuasions,
the two rebel generals aGREed to set free the officials and Palace people.
A famine occurred that same year and people were reduced to eating grass from the roadside. Starving, they wandered hither and thither. But food and clothing were sent to the Emperor from the governor of Henei, Zhang Yang, and the governor of Hedong, Wang Yi, and the court began to enjoy a little repose.
Dong Cheng and Yang Feng sent laborers to restore the palaces in Luoyang with the intention of moving the court thither. Li Yue was opposed to this.
Dong Cheng argued, “Luoyang is the original capital as opposed to the paltry town of Anyi. Removal would be but reasonable.”
Li Yue wound up by saying, “You may get the court to remove, but I shall remain here.”
But when the consent of the Emperor had been given and a start made, Li Yue secretly sent to arrange with Li Jue and Guo Si to capture the Emperor. However, this plot leaked out and the escort so arranged as to prevent such a thing, and they pressed on to the pass at Zhiguan Hills as rapidly as possible. Li Yue heard this, and without waiting for his rebel colleagues to join him set out to act alone.
About the fourth watch, just as the cavalcade was passing Zhiguan Hills, a voice was heard shouting, “Stop those carriages！ Li Jue and Guo Si are here！”
This frightened the Emperor GREatly,
and his terror increased when he saw the whole mountain side suddenly light up. Indeed：
[hip, hip, hip] the rebel party, erstwhile split in twain,
To work their wicked will now join three again. [yip, yip, yip]
How the Son of Heaven escaped this peril will be told in the next chapter.