Upgrade Presents: The Origin of Apple ⇥ relay.fm

The newest episode of “Upgrade” is a wonderful retelling of a very particular history (also available as a video):

Jason and Myke tell the story of Apple’s origin. It emerged from the unique environment of the Santa Clara valley suburbs of the ’70s thanks to the particular genius of its two co-founders and some surprising help they got along the way.

Though I was familiar with much of this, I cannot think of many better people to tell it than Jason Snell. I have already seen one thinkpiece after another about what a fifty year-old — ish — Apple means in the grand scope, and there is definitely a place for that. Today’s Apple is a long way from this origin story, of course, but what a story it is.

This gives me an excuse to explain why I am fascinated by this one computer company. Though this story is great, that is not why, nor is it the history of successfully bringing the graphical user interface to the market, nor the ’90s–’00s turnaround. Those are all parts of it. But the main reason I am fascinated by Apple is that it has built such a distinct identity for itself. It has not always stuck to it but, if anything, I think that helps reinforce the existence of an Apple-y identity. Some might attribute that to a particular way of marketing itself which, while true, also emphasizes how important that identity is: when its messaging does not match the products, services, experience, or expected corporate behaviour, it is noticeable.

This is all a bit mythical, to be sure. The garage-era Steves probably would not imagine Apple celebrating its fiftieth birthday by being the second most valuable corporation in the world, nor would they think it would hire Paul McCartney for its employee party. To me, one of those things feels more Apple-y than the other. It feels right for the company to celebrate with a music legend; it probably does not need to be quite so rich or powerful to do that, though. Apple has long been a really, really big corporation, and that — in itself — does not feel very Apple-y to me. That, too, is fascinating.