In the video embedded below, the Apple CEO introduces the company’s 1997 Think Different campaign. A key quote: “[Our new ad campaign] honors those people who have changed the world. Some of them are living, some of them are not. But the ones that aren’t–you know that if they ever used a computer, it would have been a Mac.”
And another: “This is a very complicated world. This is a very noisy world, and we’re not going to get a chance…to get people to remember much about us. No company is. And so we have to be really clear on what we want them to know about us.”
In the context of the patent fight between Apple an HTC Gizmodo dragged out our YouTube clip from the 1996 PBS documentary “Triumph of the Nerds” in which Jobs quotes Picasso’s “good artists copy, great artists steal” and adds, about Apple: “We have always been shameless about stealing great ideas.”
Steve Wozniak remembers building the first Apple Computer at Authors Business Series Luncheon talking about his book “iWoz: How I Invented the Personal Computer and Had Fun Along the Way”:
Ultimately it comes down to taste. It comes down to trying to expose yourself to the best things that humans have done and then try to bring those things in to what you’re doing. I mean Picasso had a saying he said good artists copy great artists steal. And we have always been shameless about stealing great ideas ehm and I think part of what made the Macintosh great was that the people working on it were musicians and poets and artists and zoologists and historians who also happened to be the best computer scientists in the world.
The Knowledge Navigator is a concept described by former Apple Computer CEO John Sculley in his 1987 book, Odyssey. It describes a device that can access a large networked database of hypertext information, and use software agents to assist searching for information.
Apple produced several concept videos showcasing the idea. All of them featured a tablet style computer with numerous advanced capabilities, including an excellent text-to-speech system with no hint of “computerese”, a gesture based interface reminiscent of the multitouch interface used on the iPhone and an equally powerful speech understanding system, allowing the user to converse with the system via an animated “butler” as the software agent.
In one vignette a university professor returns home and turns on his computer, in the form of a tablet the size of a large-format book. The agent is a bow-tie wearing butler who appears on the screen and informs him that he has several calls waiting. He ignores most of these, from his mother, and instead uses the system to compile data for a talk on deforestation in the Amazon rainforest. While he is doing this, the computer informs him that a colleague is calling, and they then exchange data through their machines while holding a video based conversation.
In another such video, a young student uses a smaller handheld version of the system to prompt him while he gives a class presentation on volcanoes, eventually sending a movie of an exploding volcano to the video “blackboard”. In a final installment a user scans in a newspaper by placing it on the screen of the full-sized version, and then has it help him learn to read by listening to him read the scanned results, and prompting when he pauses.
The videos were written and conceived by Hugh Dubberly and Doris Mitsch of Apple Creative Services, and produced by The Kenwood Group in San Francisco. Director: Randy Field. Director of Photography: Bill Zarchy. As a vision statement the films were groundbreaking, as powerful a vision of the future of computing as 2001: A Space Odyssey. It may be useful to note that the video opened with the statement “In the year 2010.” Most viewers missed this indication that the Knowledge Navigator was a visitor from the future and wanted the features now.
The astute bow tie wearing software agent in the video has been the center of quite a few heated discussions in the domain of human-computer interaction. It was criticized as being an unrealistic portrayal of the capacities of any software agent in the foreseeable future, or even in a distant future. Some user interface professionals like Ben Shneiderman of the University of Maryland, College Park have also criticized its use of a human likeness for giving a misleading idea of the nature of any interaction with a computer, present or future.
Compared to recent research in the field of ubiquitous computing and augmented reality interfaces many of the aspects of the Knowledge Navigator seem a bit quaint. For some however this video prototype was and/or still is a source of motivation for their work. They see it as a goal set in a future they might help create one day. To some extent the concept was also used to position the Apple Newton handheld device. Newton was released before the technology was mature however, and proved to be a commercial failure. Eventually, the advent of the Internet and the World Wide Web and several devices marketed by Apple’s competitors would indeed fulfill some of the visions of the Knowledge Navigator.
The only problem with Microsoft is they just have no taste, they have absolutely no taste, and what that means is -- I don’t mean that in a small way I mean that in a big way. In the sense that they they don’t think of original ideas and they don’t bring much culture into their product ehm and you say why is that important -- well you know proportionally spaced fonts come from type setting and beautiful books, that’s where one gets the idea -- if it weren’t for the Mac they would never have that in their products and ehm so I guess I am saddened, not by Microsoft’s success -- I have no problem with their success, they’ve earned their success for the most part. I have a problem with the fact that they just make really third rate products.
Steve Ballmer
I will admit quite frankly that I think Windows today is probably four years behind, three years behind where it would have been had we not danced with IBM for so long. Because the amount of split energy, split works, split IQ in the company really cost our end customer real innovation in our product line and so whenever I hear these criticisms which I gotta to say sting eh sometimes, I say to myself just you watch, just you watch Windows 95, Windows 9…there’s no lack of focus there hasn’t been here for the last three or four years since we didn’t have this big spot with IBM. Even in the operating systems here now, you’ll start to see clear, clear…and people will recognise clear leadership.
The fact is that the world is divided between users of the Macintosh computer and users of MS-DOS compatible computers. I am firmly of the opinion that the Macintosh is Catholic and that DOS is Protestant. Indeed, the Macintosh is counter-reformist and has been influenced by the ratio studiorum of the Jesuits. It is cheerful, friendly, conciliatory; it tells the faithful how they must proceed step by step to reach -- if not the kingdom of Heaven -- the moment in which their document is printed. It is catechistic: The essence of revelation is dealt with via simple formulae and sumptuous icons. Everyone has a right to salvation.
The nature of the personal computer is simply not fully understood by companies like Apple (or anyone else for that matter). Apple makes the arrogant assumption of thinking that it knows what you want and need. It, unfortunately, leaves the “why” out of the equation — as in “why would I want this?” The Macintosh uses an experimental pointing device called a ‘mouse’. There is no evidence that people want to use these things. I dont want one of these new fangled devices.
www.mac-history.de
