Steve Jobs punched in the office password. As the door swung open, he gave me a gentle shove and said,
"Charlie, you've more than earned your place here."
Reluctantly nudged by him, I stepped into the office.
The room was packed with computers, and about ten people were hunched over their monitors.
Engrossed in their work, none noticed our entrance.
"Hey, Scott!"
Jobs called out to someone. Only then did the workers stop and turn their heads.
Glancing briefly at Jobs, they tilted their heads, curiosity creeping into their gazes as they spotted me.
It seemed like they were intrigued by the stranger entering the secure zone with Jobs.
Developers are definitely known for their curiosity.
But Scott was different. Rising from his seat, he scratched his head and furrowed his brows.
"Jobs, bringing outsiders in here…"
"Relax, relax. This man is our largest shareholder at Apple and the owner of Dream High."
"What?"
Scott looked at me in shock, interest flickering across his fatigued face.
"And he's also the genius who first shared this whole idea with me."
At that, all the developers' eyes widened with intrigue.
'Gee, this is quite the pressure, isn't it?'
I gave Jobs a light jab in the ribs. He turned to me, grinning.
"This man first told me about the key concept for the iPhone when I met him. A tiny computer in your hand!"
"Oh!"
"Back then, the concept of a smartphone hadn't even been solidified yet. Hearing that hit me like a ton of bricks. That was before I returned to Apple, so you can finally grasp how brilliant this guy truly is."
While other developers' eyes sparkled, Scott remained skeptical.
Narrowing his eyes, he stared at Jobs.
"Jobs, is that true?"
"What would I gain from lying?"
"I'm just saying, is that because of the shares Dream High holds?"
"Ha ha! Scott, have you ever seen me be worried about what others think? If I was, I wouldn't have been kicked out of Apple back then."
Scott nodded, finally conceding with his own wry grin at that jab.
Steve Jobs certainly doesn't compromise when he believes he's right.
He was famous for pressuring and vexing developers until his imagination became a reality.
"Right. Let's say everything you said is true. So, what's the name?"
Scott asked, looking at me.
"You can call me Charlie. You must be Senior Scott Forstall, right?"
"Do you know me?"
"I can't claim to know every Apple employee, but I should know a genius like you. After all, I'm technically Apple's biggest shareholder."
"Hmm, you're flattering me."
Very few know the name of every developer.
Scott, aware of this fact, chuckled awkwardly while scratching his cheek.
He then turned back to Jobs, asking,
"What's the reason for bringing Charlie along?"
"Let's head inside first."
"Hey, Jobs."
"Let's talk once we get in. The others can keep working on their projects as usual."
Following Jobs' orders, the staff cleared their curious expressions and returned to their screens.
"Let's head in."
With that, Jobs lightly patted my back.
After him, I stepped in, with Scott trailing behind us.
We entered a meeting room at one end of the office.
"Let's sit down first."
At Jobs' prompt, Scott and I settled around the round table.
Jobs sat down too, having prepared coffee for us.
"Charlie."
"Speak, Jobs."
"I'm not a developer. You know that, right?"
I nodded.
There was much debate over whether Steve Jobs could code at all.
I leaned towards the notion that he couldn't; he was a businessman, not a developer.
"If Scott or the developers from earlier weren't around, my vision wouldn't become a reality."
"Of course. I understand how crucial developers are as well."
"Among them, Scott is the genius I acknowledge."
After a quick glance at Scott, I chuckled. He seemed a bit uneasy with being constantly praised.
"I feel like this is the first time I've seen someone Jobs considers a genius."
"Ha ha! I have to acknowledge that. But I don't like stubborn geniuses. I need someone who can turn my dreams into reality. Most developers can't step out of their worlds, which is why I need geniuses like Scott more than ever."
I understood what he meant.
While Silicon Valley is filled with developers, finding the right ones is akin to catching stars in the sky.
At least Apple had many brilliant developers, making their situation a little better.
Most geniuses were busy starting their ventures, creating what they wanted.
Yahoo, Google, and many other rising IT companies share that pattern.
"I felt it acutely this time. I realized I have to take the lead in all of this. Just looking at the horrific designs of those phones by Motorola made me doubt my own eyes."
As Motorola came up, Scott nodded in agreement.
"We only handled the software. The hardware was their realm. But when I saw the physical products, I was shocked too."
"We can't put the Apple name on such garbage. It's utterly unacceptable."
It seemed Jobs was genuinely angry as his voice grew increasingly agitated.
"How could they create such trash and expect to receive payment?"
"Jobs, calm down a bit."
Scott tried to soothe Jobs, but he slammed his palm on the table, ignoring him.
"That's not what I wanted!"
"I know. We all do."
"That's why we terminated the contract. It cost a hefty penalty, but still."
With Jobs sulking about, Scott forced a smile.
"Why not mention the board meeting? There was some noise during the approval, wasn't there?"
"Those idiots only care about current profits…"
Jobs directed his attention toward me.
"The board members sent by Dream High are the same. Charlie."
But I hadn't received that report.
Previously, I instructed them not to contradict Jobs, but could they have disobeyed my orders?
"Did someone from our side oppose it?"
"If they did, it wouldn't have passed. About half of the board members were from Dream High. They ultimately voted in favor, but they were reluctant about the hefty penalty that would come crashing down soon."
"Jobs, they too are profit-driven individuals. No matter how much their role is to act as rubber stamps, they can't ignore Dream High."
A company without Jobs held no significance to me.
Hence, I positioned our board members strategically to gain control.
They cast supportive votes without making a fuss about Jobs' views.
"Just how much is the penalty? Why are they complaining about it?"
"About ten million dollars."
Ah, that's no small amount. It was quite a sizable sum for them to grumble about compared to my expectations.
"Why is it so high? I anticipated only around five million at most. That was my upper estimate."
"They already began production, apparently."
"They started production without securing approval?"
"We provided the operating system. They thought it would just pass without a hitch."
Not having seen the contract, I couldn't say how it was structured, but if production had already started, they'd gotten off light.
"I certainly would have said something too. It feels foolish to pay a ten million dollar penalty."
"The damage to Apple's image isn't something a mere ten million can cover. It could cost a hundred million or even a billion to repair."
Jobs spoke decisively. His deep-seated pride in Apple shone through.
"Once the iPhone's development starts, I don't want to hear about board objections. So Charlie, stand by my side."
"I'll deliver your message."
So, this is why he welcomed me today. I couldn't help but chuckle.
"But you've mentioned the iPhone multiple times already. Have you designated a name for it?"
"Yeah. It evolves from the iPod to iPhone. What do you think?"
Even if history has been twisted, some aspects remain unchanged.
The smartphone Apple creates will ultimately be called the iPhone.
"iPhone, huh? That's nice. It's quite an intuitive name. Just like you, Jobs."
At my praise, Jobs' face lit up with joy, prompting Scott to chuckle in disbelief.
"Jobs, let's say Charlie was called here because of the board. So why did you call me?"
"Let's gather the three of us to brainstorm the iPhone."
"I'm a developer. I just build what you ask. What opinions could I possibly give?"
"Don't talk like that. In the end, it's me who decides. So you should share your thoughts too. Charlie and I will merely voice our ideas, and…"
Scott sighed deeply, exuding a developer's melancholy.
"Let's hear what you have in mind."
"Charlie?"
Jobs turned to me with a smile. As he was setting up the stage, I should gladly share my thoughts.
I recalled the presentation Jobs made when unveiling the iPhone and began,
"Imagine an iPod with a wide screen that you can control with touch."
"A touchscreen? But we already experimented with that on the iPod. That doesn't sound revolutionary."
Jobs shook his head in dissatisfaction. You must listen till the end.
I locked eyes with Jobs and spoke clearly.
"No, not just any touchscreen. A touchscreen that requires no auxiliary tool. One where everything can be done solely with fingers."
"Is that feasible with current technology? It might be possible but would it be marketable? The cost would skyrocket."
Scott posed that question, and I answered, smiling.
"We're already in talks with a company that has capacitive multi-touch technology at Dream High. We'll likely acquire them soon. So the royalties will be negotiable since Apple is also my related company. Regarding the commercialization, if we go for mass production, the costs can be brought down considerably."
"If that happens, then the conversation shifts."
At that moment, Jobs interjected.
"How about merging that company with Apple instead?"
I shook my head and opposed his idea.
"No. Monopolies aren't inherently good. Competition is vital for market growth. If Apple alone survives, the pie cannot grow. It's better to secure a market where we can sell a hundred million or even a billion products rather than just ten million."
In my past life, competition between Apple and Android smartphones significantly boosted the smartphone market.
In time, everyone would have smartphones.
But what if only Apple existed in that market? If choices were limited?
Surely, the pie would shrink. Monopolies halt growth.
Jobs appeared regretful at my words but quickly acknowledged my point.
"And? Keep going."
"The second part is an innovative phone."
"That's something we intended to do with Motorola; merging the iPod and phone into one."
I smiled as I delivered the final piece.
"And the last part is a groundbreaking internet communication device. All three combine into one smartphone."
"A phone that's also an iPod and allows for internet usage? Now that's what I'm talking about! It needs to be that innovative. You're on the right track!"
It was clear that Jobs shared the same vision as I did.
I noticed he wanted to test me, but I played along.
However, Scott was visibly skeptical.
"If three products merge into one, the device will inevitably grow bulkier. Moreover, it won't distinguish itself from the existing smartphones."
"The current smartphones are clunky and poorly made. I think it's embarrassing to even call them smartphones."
"But they are indeed smartphones. While they claim to be innovative, it doesn't seem like something completely new is being developed."
In a broader sense, it's easy to miss the finer details.
It seemed Scott was caught in that mindset.
"That's correct. It's not about creating something entirely new. However, Apple has the ability to transform even familiar products into something new."
"Huh? What do you mean by that? What unique quality does it possess compared to current smartphones?"
The answer came from Jobs.
"The operating system! That's Apple's greatest weapon."
The current operating system monopolizing the market is Windows.
However, Apple has continuously maintained its own operating systems.
As times changed, Apple's product lineup evolved from desktops to laptops, and then to the iPod, adapting its operating systems accordingly.
The latest iteration was a mobile-optimized operating system destined for the iPhone.
While it may not be fully developed yet, I already know what the final product will look like.
The iPhone's biggest advantage is its mobile-optimized OS.
The harmony between hardware and software that Apple has pursued is embodied in the iPhone.
"So you're essentially saying I need to work myself to death for this? Jobs, is that really what you're saying?!"
"Haha!"
Jobs, seeing Scott tearing his hair out, found it amusing enough to laugh and bang his hand on the table.
"Exactly. Developers, including you, will have to sweat it out. Just because the operating system is ready doesn't mean everything is solved. Hardware and software must harmonize without conflict to bring about the smartphone I envision."
"Tch. You think that's easy?"
"So you can't do it? No matter how long it takes, I believe you'll make it happen, Scott. That's the Scott I know."
"Sigh…"
Scott didn't outright say it was impossible, which made me chuckle slightly.
Yet combining an iPod, a phone, and the internet didn't seem innovative enough.
While Jobs branded it as innovation and creation, it felt extremely insufficient for my second life.
When the iPhone first launched, there were many shortcomings.
Though updates improved it over time, it seemed best to realize that from the very start this time.
"On top of that, how about creating a market where small developers can freely sell their software for the iPhone?"
When the iPhone was first released, the number of available applications barely reached twenty.
The App Store wasn't launched initially either.
While it was advertised during presentations that small developers could create apps for the iPhone freely, the sales routes were never revealed.
It wasn't until iOS 2.0 that the App Store was unveiled, marking the true beginning of the iPhone era.
The iPhone became a dream device, not just for consumers but for developers as well.
"Market? You mean like iTunes?"
"Yes. There's already a market for music with iTunes. But there isn't one for software. If small developers can post simple software and profit from it, they will flock to create software for the iPhone. That will ultimately drive the iPhone's growth. Apple can't create everything alone. By opening this path for individual developers and allowing them to sell their software freely, a multitude of geniuses will willingly work for the iPhone."
Jobs fell silent, lost in thought as Scott briefly pondered, then asked me a question.
"So you're suggesting we should adapt ESD for mobile, right?"
"Yes. Isn't it fully achievable?"
"It's not difficult. But will that really attract developers?"
Scott's voice carried a hint of skepticism.
"Small developers have nowhere to sell their products. Even with the best ideas. So whatever market Apple opens must allow for anything to be sold. From indie games to absurd software. It's up to consumers using the iPhone to choose. Apple just needs to create the market."
"I've heard about Valve Corporation launching a game distribution platform called Steam. Will that succeed?"
Steam? Did Steam come out that quickly? I asked Scott back.
"Steam? Is that coming out now?"
"Do you know about it?"
"Somewhat. It's about time it was released. Maybe there will be some trial and error initially, but it's bound to be a massive success. Consumers will be thrilled at the ability to download games that they used to have to line up to buy in stores."
"You sound quite confident about its success. May I ask why?"
When I stated this confidently, Scott seemed taken aback.
I couldn't claim to know the future, so I decided to provide a straightforward answer.
"It's simple. It's incredibly convenient. And purchasing is easy. With a registered credit card, buying is just a click away. This leads to impulsive buying. A prime example is Amazon, right? Who would have thought Amazon would grow this big? Well, I did."
"Actually, we received inquiries as well. They wanted Steam to be usable on Apple computers too."
At that moment, Jobs spoke up.
"I refused that request."
"Why did you refuse it?"
"Because it doesn't benefit us in any way. I don't see a reason to do it."
This was both Apple's greatest advantage and biggest flaw. They connected everything to their own interests.
"Jobs, don't dismiss collaboration with outsiders. If Steam becomes a massive success but is only implemented on Windows, those who chose Apple's computers for the design and usability of iMac will eventually switch to PCs with Windows because of Steam. That's the power of software. Why has Microsoft become such a giant? It's mainly due to the massive software compatibility with Windows alongside its near monopoly on the market."
As soon as I brought up Windows, Jobs raised his voice.
"Anyone who has ever used an iMac will never look elsewhere!"
"No. Times are changing. Things are different now. Aren't computer sales already declining? It ultimately comes down to the differences in third-party support. It's going to be a battle of how much third-party support we can secure moving forward."
"Think it over."
Jobs dodged a direct answer. Instead, he shifted the topic and questioned me.
"Let's return to the original point about the market. I haven't overlooked it. But opening up a path with no benefit feels burdensome. Besides, it's already something that telecom companies are doing. Do we really have to do it ourselves? If we do, the telecom companies will likely resist fiercely."
"Telecom companies sell different applications. The iPhone consolidates them all into one. Resist? Which telecom company would oppose the iPhone?"
Traditionally, the telecom companies held the upper hand in the mobile market.
The moment that shifted was the launch of the iPhone.
"The iPhone consolidates everything… right. Everything that goes into Apple devices must flow through us. That's right."
"And while earlier I mentioned freedom, it's not as if we can just open the floodgates. How about we consider charging a nominal fee for registering software in the market? That should at least cover the review costs."
"Oh, that's a good idea."
A businessman through and through. The moment financials came up, Jobs's eyes lit up.
"Even if we charge developers, we mustn't charge consumers downloading the software."
"Why must it be that way?"
"It would hinder accessibility. Doubling the burden on consumers who already spend a good amount buying Apple devices is not a good idea whatsoever."
Jobs nodded as if encouraging me to continue.
"Let the prices be set by those uploading applications. Some programs may sell for a dollar while others could go for a hundred. Regardless, it should be left up to consumers to decide on their purchases."
"Then won't we have little to no profit?"
That was being greedy. However, knowing this greed would further grow Apple, I merely smiled and continued speaking.
"Over time, we'll manage to charge a commission. Would developers who have already earned money stop contributing because they would have to pay a fee? No, they won't. They'll already be dependent on that by then."
"Then why not charge a fee from the beginning?"
"No. At first, focus on creating an inclusive space for developers. Remember what Jobs said? Don't trade future profits for current gains."
I reiterated Jobs's own words back to him.
Gathering developers to upload their applications to the App Store was the priority.
After that, discussing the revenue model would be easier. The employees at Apple, along with Jobs, could come up with better ideas than I could.
"When people gather, profit will follow. The more time passes, the more so."
"I see. I'll follow your advice. Scott, think you can manage it?"
"It's not that I can, it's that I have to, right? We've got this."
This guy intrigued me. I liked how he expressed solid reasoning so calmly.
Jobs, wearing a satisfied smile, turned to me with another question.
"What do you think the name of the market should be?"
The name for the market? I already had one in mind.
"Can you write it down? And we can reveal it at the same time. How does that sound?"
"Oh? That sounds interesting. Scott, you should also join us…"
"I'm good. Not interested."
Scott rejected the idea bluntly.
Jobs shook his head at Scott and pulled out the fountain pen that was in Scott's pocket.
He then took two napkins from the table and handed one to me.
"Let's write it down."
As Jobs and I turned our backs to each other to write down the name, we smiled at one another.
"Let's see who came up with the better name."
I nodded and raised my hand. Both of our hands dropped from the napkin simultaneously.
Written on the napkin was 'App Store.' We had both written the same name.
"Haha! We think alike!"
Jobs laughed like a madman upon confirming that.
"We need to hurry and register the trademark. Sometime tonight, if possible. The sooner, the better!"
"Have you already registered the iPhone?"
"That was registered a long time ago."
The trademark for the App Store should likely be accepted quickly.
Of course, it wouldn't be usable alone due to its nature as a common noun.
But by then, the App Store would be ingrained in people's minds as Apple's market, so it didn't matter.
Even without legal protection, as long as it was recognized as a proper noun, it wouldn't be a concern who copied it.
After that, we continued our discussion.
Even with the knowledge of the future I possessed, it didn't feel awkward thanks to the endless imagination of the two geniuses, Jobs and Scott.
"The iPhone will minimize unnecessary physical buttons. And no stylus pen will be needed. Everything should be operable just with our fingers, right?"
Jobs openly shared his thoughts on his vision of the new smartphone.
Though Scott did wear a sullen expression by his side.
Conversations with geniuses were always delightful. Even after hours of talking, laughter and ideas never ran dry.
"It's been a pleasure. I must leave due to other commitments."
Had it really been this long? Glancing at my wristwatch, I stood up from my seat.
"Are you leaving already?"
Jobs expressed his disappointment as he spoke. I smiled in response.
"Well, we have quite a few meetings with companies we invested in. But I did come to Apple first because of you. So don't be too upset."
"We should grab a drink sometime."
"Next time. Or I can contact you again before I return to Korea and try to set up some time then."
"You promised. Make sure to reach out."
Nodding, I turned to Scott and extended my hand.
"It was a pleasure meeting you, Scott."
Scott promptly stood and shook my hand.
The expression filled with curiosity and vigilance had transformed into one of goodwill.
"I also enjoyed it, Charlie. I wasn't aware there could be another crazy person like Jobs!"
"What did you say? Haha!"
I laughed loudly at Scott's reaction.
"Those crazy people are the ones who change the world."
"Exactly. Just having Jobs around is overwhelming… I'm almost scared to think of how much the world can change with even more of them around."
"I'll keep working hard to bring about those changes. Next time, let's meet with results in front of us."
I left Apple headquarters. Over the next three days, I roamed Silicon Valley, investing in opportunities and checking on previous investments.
However, I couldn't complete the entire remaining schedule.
— Mu-hyeok, I have to head up to Washington.
After receiving a call from Myeong-su, I boarded the private jet heading toward the capital of the U.S., Washington.
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