In his reply, Tate offered some thoughts on Flash and other topics, then returned to the
censorship issue. “And you know what? I don’t want ‘freedom from porn.’ Porn is just fine! And I
think my wife would agree.”
“You might care more about porn when you have kids,” replied Jobs. “It’s not about freedom,
it’s about Apple trying to do the right thing for its users.” At the end he added a zinger: “By the
way, what have you done that’s so great? Do you create anything, or just criticize others’ work
and belittle their motivations?”
Tate admitted to being impressed. “Rare is the CEO who will spar one-on-one with customers
and bloggers like this,” he wrote. “Jobs deserves big credit for breaking the mold of the typical
American executive, and not just because his company makes such hugely superior products: Jobs
not only built and then rebuilt his company around some very strong opinions about digital life,
but he’s willing to defend them in public. Vigorously. Bluntly. At two in the morning on a
weekend.” Many in the blogosphere agreed, and they sent Jobs emails praising his feistiness. Jobs
was proud as well; he forwarded his exchange with Tate and some of the kudos to me.
Still, there was something unnerving about Apple’s decreeing that those who bought their
products shouldn’t look at controversial political cartoons or, for that matter, porn. The humor site
eSarcasm.com launched a “Yes, Steve, I want porn” web campaign. “We are dirty, sex-obsessed
miscreants who need access to smut 24 hours a day,” the site declared. “Either that, or we just
enjoy the idea of an uncensored, open society where a techno-dictator doesn’t decide what we can
and cannot see.”
At the time Jobs and Apple were engaged in a battle with Valleywag’s affiliated website,
Gizmodo, which had gotten hold of a test version of the unreleased iPhone 4 that a hapless Apple
engineer had left in a bar. When the police, responding to Apple’s complaint, raided the house of
the reporter, it raised the question of whether control freakiness had combined with arrogance.
Jon Stewart was a friend of Jobs and an Apple fan. Jobs had visited him privately in February
when he took his trip to New York to meet with media executives. But that didn’t stop Stewart
from going after him on
The Daily Show.
“It wasn’t supposed to be this way! Microsoft was
supposed to be the evil one!” Stewart said, only half-jokingly. Behind him, the word “appholes”
appeared on the screen. “You guys were the rebels, man, the underdogs. But now, are you
becoming The Man? Remember back in 1984, you had those awesome ads about overthrowing
Big Brother? Look in the mirror, man!”
By late spring the issue was being discussed among board members. “There is an arrogance,”
Art Levinson told me over lunch just after he had raised it at a meeting. “It ties into Steve’s
personality. He can react viscerally and lay out his convictions in a forceful manner.” Such
arrogance was fine when Apple was the feisty underdog. But now Apple was dominant in the
mobile market. “We need to make the transition to being a big company and dealing with the
hubris issue,” said Levinson. Al Gore also talked about the problem at board meetings. “The
context for Apple is changing dramatically,” he recounted. “It’s not hammer-thrower against Big
Brother. Now Apple’s big, and people see it as arrogant.” Jobs became defensive when the topic
was raised. “He’s still adjusting to it,” said Gore. “He’s better at being the underdog than being a
humble giant.”
Jobs had little patience for such talk. The reason Apple was being criticized, he told me then,
was that “companies like Google and Adobe are lying about us and trying to tear us down.” What
did he think of the suggestion that Apple sometimes acted arrogantly? “I’m not worried about
that,” he said, “because we’re not arrogant.”
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