The iPad Launch: Can Steve Jobs Do It Again? Read more: http://www.time.com/time/business/article/0,8599,1976935,00.html#ixzz0jtVdvLNO

The iPad Launch: Can Steve Jobs Do It Again?

It is a gorgeous spring day when I arrive at the coolest address in the universe: 1 Infinite Loop, Cupertino, Calif., where Apple has been headquartered since 1993. The campus, for such they call it, is enormous yet not big enough to contain Apple’s current rate of expansion. An additional site is being designed and built. After stocking up on «I visited the mothership» T-shirts at the company store (we fanboys are pathetic, I readily confess), I am shown around the canteen, lawns and public spaces. It is right to call this a campus, for everyone looks and dresses like a student. I should imagine the only people ever caught wearing suits here have been visiting politicians.

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I have met five British Prime Ministers, two American Presidents, Nelson Mandela, Michael Jackson and the Queen. My hour with Steve Jobs certainly made me more nervous than any of those encounters. I know what you are thinking, but it’s the truth. I do believe Jobs to be a truly great figure, one of the small group of innovators who have changed the world. He exists somewhere between showman, perfectionist overseer, visionary, enthusiast and opportunist, and his insistence upon design, detail, finish, quality, ease of use and reliability are a huge part of Apple’s success. Where Ive is quiet, modest and self-effacing, Jobs is confident, assured and open. For some, his personal magnetism is almost of a dangerous, Elmer Gantry kind. They call the charisma emanating from his keynote addresses «Steve’s reality-distortion field.»


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