[Script] The Sins of Silicon Valley - Act 2, Scene 3 - Apple

 Scene 3 - Apple - The Company Store

[Images of Ihappiness and Apple]

VO: Ah apple, the darling of the tech world.  When you think of slick, when you think of cool and how it intersects with tech, you think of Apple.  iPhones, iPods, Macs, iPads; Apple makes it smaller, smoother faster better.  It is no accident that it does this.  Apple is something called a Walled Garden.  What does that mean?

[Image of Steve Jobs, Hedge Mazes and Gardens]

VO: Back in the day, the founder of the company, Steve Jobs, had a vision that you can see in the movie of the same name.  He wanted a seamless customer experience where Apple controlled the user experience and the quality thereof; Apple made the hardware and apple made the software.  Back in the day, Apple did both and Microsoft made the hardware and operating system but allowed others to make hardware and software that were compatible.  The phrase PC Compatible was how Microsoft won the first round of the tech wars since at one point Apple and Microsoft were giant rivals, but this open system allowed Microsoft an edge.

[Image of Year by Year PC vs Apple size share]

VO: But year on year, Microsoft kept getting bigger and bigger and Apple was left in the dust. Oh, Apple had some die hard customers; artists, creatives, musicians and it had a highly effective in with schools in an attempt to get kids to be loyal to apple products in the next generation.  While it didn’t work with personal computers, it did pay off in the long run.

[Image of the Ipod]

VO: Steve Jobs was foolishly expelled from the Apple board where he did all kinds of things on the side including help found a little company you might have heard of called Pixar.  And when he came back, he remade the walkman as a slick sexy project called the Ipod.  But that wasn’t enough, he had changed the world once with the Mac, so he decided to do it again with the Smart Phone.  The iphone changed how we interacted with our phones and the internet in general.  It was a genius move and earned Steve Jobs a well deserved reputation as a creative visionary genius.

Only there were problems.