I don't think Steve [Jobs] started Apple as a scam. But he understood early on the power of marketing. The idea of the computer as a bicycle for the human mind - I think that was something he believed.
Alex GibneyLong ago I had a professor who told me, 'Embrace the contradictions.' I think that is what is most interesting about people like Jobs.
Alex GibneySteve Jobs was one of the first people to understand that the computer wasn't just a tool, but that it could be an extension of ourselves, and he positioned Apple that way. The iPod was this revolutionary device with the idea of 1,000 songs in your pocket, and then that machine represents who you are.
Alex GibneyIt's easy to get armchair analysts to talk, but to get people on the inside to talk is very, very hard.
Alex Gibney