Whether or not he came to believe it - so many people, when they have a mission, come to believe something in a way that may have started out as a slogan. You know, L. Ron Hubbard, not to make a random comparison, started Scientology as a scam.
Alex GibneyI 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 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 GibneyYou see the natural progression of what happens when the executive gets power and then a new executive comes in. The new executive doesn't say, "Oh, man. The president has just got too much power. We're going to dial that back." No, they expand the power. It's like, "He didn't use it well, so I'm going to take more power and use it better because I'm a better guy and my values are better." Then you suddenly realize that the very people who were attacking Guantรกnamo prior to getting into office are now the people expanding an assassination program overseas.
Alex Gibney