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How to Grow an Apple: Did Steve Jobs Speak Apple to Success?- An analysis of Steve Jobs’s rhetorical and linguistic development in relation to Apple’s organizational performance– APPENDICES –MASTER’S THESIS, SPRING 2013Aalborg UniversityLotte Skjøttgaard SørensenSupervisor: Richard Madsen

How to Grow an Apple: Did Steve Jobs Speak Apple to Success?Spring 2013IndholdsfortegnelseAppendix A: Apple’s organizational development .3Appendix B: Macintosh 1984 .6Appendix C: Macworld 1997 .17Appendix D: White iBook Introduction 2001 .31Appendix E: iTunes Europe Introduction 2004 .49Appendix F: Macworld 2008.72Appendix G: The iPad 2 Introduction 2011 .106Page 2 of 120

How to Grow an Apple: Did Steve Jobs Speak Apple to Success?Spring 2013Appendix A: Apple’s organizational developmentVarious figures and graphsFigure 1. Apple’s stock price along with highlights in Apple’s history.(Source: price-chart/4212346)Page 3 of 120

How to Grow an Apple: Did Steve Jobs Speak Apple to Success?Spring 2013Figure 2. Apple’s revenue in time compared with Microsoft and Google. This development corresponds more or less to the development ofthe stock price, especially from 2003 where both the stock price and the revenue rise.(Source: ge 4 of 120

How to Grow an Apple: Did Steve Jobs Speak Apple to Success?Spring 2013Figure 3. Another and simpler overview of Apple’s stock price from 1985-2011.(Source: long-view-on-apple-share-price-volatility.html/?a viewall)Page 5 of 120

How to Grow an Apple: Did Steve Jobs Speak Apple to Success?Spring 2013Appendix B: Macintosh 1984Transcription and analysisSteve Jobs’ introduction of the Macintosh on January 24, 1984 at the Flint Center in Cupertino, California (Elmer-DeWitt 2009).Video accessed April 27, 2013, 2013. http://www.youtube.com/watch?v Onj8Mbc -NARed: PuritasGreen: AdjectivesBlue: Words/phrasesWords: 2,514Line1Speech length: 36 minutesTimeThe SpeechContentComposition/StructureDelivery[Video playing][John Sculley on screen]50:01:39100:02:00STEVE JOBS: Good morning. Good morning andwelcome to Apple’s 1984 Annual Shareholder’sMeeting. I’d like to open the meeting with a part of anold poem, about a 20 year old poem by Dylan, that’sBob Dylan. [Laughter]. “Come writers and critics whoprophesize with your pens. And keep your eyes widethe chance won’t come again. And don’t speak too soonfor the wheel’s still in spin and there’s no telling whothat it’s namin’. For the loser now will be later to win.For the times they are a-changin’”. Now ll. 5-14: exordiumll. 9-14: pathosStanding behind a lecternduring the entire speech.Also, generally during thespeech, Steve Jobs looksdown, probably at hisnotesConjunction: temporary15[Applause]STEVE JOBS: Now I’d like to introduce Apple’s Boardof Directors. Err, this is a group of people that havell. 18-19: partitio; Conj.:temporaryElocutio, puritas. MarkedPage 6 of 120

How to Grow an Apple: Did Steve Jobs Speak Apple to Success?200:02:30really err, guided Apple, err, through many years,especially the last turbulent one we have been through.First, Dr. Henry Singleton, chairman of the Board ofTeledyne Corporation. Next, Peter Chris, Senior Partnerat Venrock, our first investor ever.ll. 19-46: narratiol. 24: Spring 2013with red in the rest of thespeechConjunction: temporaryConjunction: temporaryLogos25[Applause]STEVE JOBS: Next, Arthur Rock, our timelessdirector.Conjunction: temporary; ll.28-29: pathos30[Applause]0:03:0035STEVE JOBS: And someone who have shepherd,shepherded Apple I think longer than anyone else everhas, that’s Mike Markkula.LaughsConjunction: additive[Applause]400:03:30450:03:36STEVE JOBS: Regrettably absent today is PhillipSchlein, who is chairman of Macy’s California, also aDirector at Apple and of course John Sculley whomyou’ll be hearing from in just a moment. I’d like to nowcall the meeting to order and ask Al Eisenstadt, VicePresident and secretary of the company to proceed withthe formal business of our annual meeting ofshareholders. Al [Applause]50PerspicuitasLeaves stage[Al Eisenstadt speaking][Video playing]Page 7 of 120

How to Grow an Apple: Did Steve Jobs Speak Apple to Success?Spring 2013[John Sculley 38:3075800:39:0085STEVE JOBS: It is 1958. [Laughter] IBM passes up thechance to buy a young, fledgling company that has justinvented a new technology, called xerography. Twoyears later, Xerox is born, and IBM has been kickingthemselves ever since. It is ten years later, the late ’60s.Digital Equipment Corporation and others invent theminicomputer. IBM dismisses the minicomputer as toosmall to do serious computing and, therefore,unimportant to their business. DEC grows to become amulti-hundred-million dollar corporation before IBMfinally enters the mini-computer market. It is now tenyears later, the late ‘70s. [Laughter]. In 1977, Apple, ayoung, fledgling company on the West Coast, inventsthe Apple II, the first personal computer as we know ittoday. IBM dismisses the personal computer as toosmall to do serious computing and, therefore,unimportant to their business. [Laughter Applause].The early 1980s. 1981. Apple II has become the world’smost popular computer, and Apple has grown to a 300million corporation, becoming the fastest-growingcompany in American business history. With over 50companies buying for a share, IBM enters the personalcomputer market in November of 1981 with the IBMPC.1983. Apple and IBM emerge as the industry’s strongestcompetitors, each selling approximately 1 billiondollars worth of personal computers in 1983. Each willinvest greater than 50 million dollars for R&D andanother 50 million for television advertising in 1984,ll. 58-108: ExordiumReenters stageSpeaks slowlyll.58-106: logos (facts),pathos (feelings), figure ofspeech (irony)ll. 58106: ll. 58, 62, 68-69, 75, 83, and96: parallelismll. 69-70: repetition of l. 59Key nounll. 72-74: repetition of ll.6466Key nounSpeaks fastSpeaks slowlyll.59-107: dim stagelighting makes it difficultto see facial expressionsSpeaks fastSpeaks slowlySpeaks fastSpeaks slowlySpeaks fastSpeaks slowlySpeaks fastPage 8 of 120

How to Grow an Apple: Did Steve Jobs Speak Apple to Success?Spring 2013Speaks slowlytotaling almost one quarter of a billion dollarscombined.900:39:30The shakeout is in full swing. The first major firm goesbankrupt, with others teetering on the brink. Totalindustry losses for 1983 overshadow even the combinedprofits of Apple and IBM for personal computers.Speaks fastFigure of speech951000:40:001050:40:28It is now 1984. [Laughter]. It appears IBM wants it all.[Laughter]. Apple is perceived to be the only hope tooffer IBM a run for its money. Dealers, initiallywelcoming IBM with open arms, now fear an IBMdominated and controlled future. They are increasinglyturning back to Apple as the only force that can ensuretheir future freedom. [Laughter Applause]. IBM wantsit all and is aiming its guns on its last obstacle toindustry control: Apple. Will Big Blue dominate theentire computer industry? The entire information age?Was George Orwell right? [Audience screams ‘no’].Speaks slowlySpeaks fastInterrogative x3Dramatic, almost desperatetone of voice[1984 commercial playing]110[Applause]0:41:391150:42:00120STEVE JOBS: There have only been two milestoneproducts in our industry: the Apple II in 1977 and theIBM PC in 1981. Today, one year after Lisa, we areintroducing the third industry milestone product,Macintosh. [Applause]. Many of us have been workingon Macintosh for over two years now and it has turnedout insanely great. [Laughter applause]. And we areintroducing Macintosh at a mainstream price point of2495 dollars. And you can go see a Macintosh inanyone of our over 1,500 dealers in America today.ll. 112114: ll. 112-121: narratioKey noun; LogosRepetition l. 113Pathos; Conjunction:additivell. 118-121: logosPage 9 of 120

How to Grow an Apple: Did Steve Jobs Speak Apple to Success?Spring 0:44:00150155STEVE JOBS: I wanna briefly cover some of theinnovations in Macintosh. The first one is, we’ve pulledLisa technology down to a mainstream price point. Withits radical ease of use, mouse, windows, icons, pulldown menus, point, click, cut, and paste, we managed away to pull that down to a 2495 dollar price point. AndMacintosh, to accomplish this, uses a 68000 microprocessor, the same 32 bit micro processor used in Lisa.It’s necessary for Lisa technology and it eats 8088s forbreakfast. [Laughter Applause]. Macintosh comeswith a 192K bytes of memory. 64K bytes of ROMcontains the entire operating system, the whole graphicsfoundation, and the entire user interface. All containedin ROM. There’s a 128K bytes of RAM. Just as the 5¼inch floppy disk drive was an innovation in the 70s, the3.5 inch disk drive will be the disk of the 80s. It is farsafer and we are storing over 400K bytes of informationon one side of a disk that can be put in your pocket.Macintosh comes with two built-in serial ports there areas 2.32, are as 4.22, and an incredible thing calledApple Bus Interconnect. Macintosh has four voicesound and speech built in. And it communicates withyou on a high definition, super crisp bitmap, nine inchblack and white screen which has over twice the numberof dots on its screen of any current generation personalcomputer. You have to see this display to believe it. It’sincredible. And all of this power fits in a box that is onethird the size and weight of an IBM PC.ll. 125-126: partitioLeft fistFigure of speechFigure of speech; Repetitionof l. 127; Conj.: additiveRight fistFigure of speechPathosll. 127-151: logosSpeaks slowlySpeaks fastRepetition l. 135-136ll. 126-167: narratio argumentatioSpeaks fastSpeaks slowlyConjunction: additivePathosll. 151-153: pathosConjunction: additive[Applause]Page 10 of 120

How to Grow an Apple: Did Steve Jobs Speak Apple to Success?Spring 20131601650:44:300:44:49STEVE JOBS: And we are introducing a family ofproducts with Macintosh. The image writer printer andexternal desk drive, a modem, and numeric keypad,Macintosh caring case and a security kit so yourMacintosh won’t go anywhere without you. [Laughter].You’ve just seen some pictures of Macintosh. Now I’dlike to show you Macintosh in person. All of the imagesyou are about to see on the large screen will begenerated by what is in that bag.Conjunction: additivell. 160-161: pathosConjunction: temporaryStresses “that bag”[Video playing on Macintosh]0:47:211700:47:301751800:49:30185STEVE JOBS: Now, we’ve done a lot of talking aboutMacintosh recently. But today, for the first time ever,I’d like Macintosh to speak for itself.ll. 169-171: partitio;Conjs.: temporary adversative[Macintosh ‘speaking’]l. 173: narratio[Applause]0:49:08STEVE JOBS: The, err, team that developed Macintoshis sitting up here in the first five rows and they must feelawfully good right now. [Applause]. We’ve got a lot ofstuff to get through. Macintosh is targeted at twoprimary markets. The first is the 25 million knowledgeworkers who sit behind desks and particularly those inmedium and small sized businesses. And the secondmarket is the college worker. We think that’s theknowledge worker of tomorrow and there are over 11million college students in America alone. Now, thetelephone was the first and only really desktopappliance. And we think Macintosh can become thesecond desktop appliance for these tens of millions ofSpeaks slowlyWalks across stage,unpacks Macintosh andinserts floppy diskll. 170-172: smilingLeaves stage(reenters at some point,but not seen in video)ll. 177189: ll. 177-199: narratio argumentatioSmilesLogosConjunction: additiveLogosConjunction: temporaryll. 186-199: looks downmost of the timeGesturing with left handConjunction: additiveRepetition ll. 187-188Page 11 of 120