The name Jobs chose for it would have caused even the most jaded psychiatrist to do a double take: the Lisa. Other computers had been named after daughters of their designers, but Lisa was a daughter Jobs had abandoned and had not yet fully admitted was his.
“Maybe he was doing it out of guilt,” said Andrea Cunningham, who worked at Regis McKenna on public relations for the project. “We had to come up with an acronym so that we could claim it was not named after Lisa the child.” The one they reverse-engineered was
“local integrated systems architecture,” and despite being meaningless it became the official explanation for the name. Among the engineers it was referred to as
“Lisa: invented stupid acronym.” Years later, when I asked about the name, Jobs admitted simply,
“Obviously it was named for my daughter.”
The Lisa was conceived as a $2,000 machine based on a sixteen-bit microprocessor, rather than the eight-bit one used in the Apple II. Without the wizardry of Wozniak, who was still working quietly on the Apple II, the engineers began producing a straightforward computer with a conventional text display, unable to push the powerful microprocessor to do much exciting stuff. Jobs began to grow impatient with how boring it was turning out to be.
There was, however, one programmer who was infusing the project with some life: Bill Atkinson. He was a doctoral student in neuroscience who had
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experimented with his fair share of acid. When he was asked to come work for Apple, he declined. But then Apple sent him a nonrefundable plane ticket, and he decided to use it and let Jobs try to persuade him. “We are inventing the future,” Jobs told him at the end of a three-hour pitch. “Think about surfing on the front edge of a wave. It’s really exhilarating. Now think about dog-paddling at the tail end of that wave. It wouldn’t be anywhere near as much fun. Come down here and make a dent in the universe.” Atkinson did.
With his shaggy hair and droopy moustache that did not hide the animation in his face, Atkinson had some of Woz’s ingenuity along with Jobs’s passion for awesome products. His first job was to develop a program to track a stock portfolio by auto-dialing the Dow Jones service, getting quotes, then hanging up. “I had to create it fast because there was a magazine ad for the Apple II showing a hubby at the kitchen table looking at an Apple screen filled with graphs of stock prices, and his wife is beaming at him—but there wasn’t such a program, so I had to create one.” Next he created for the Apple II a version of Pascal, a high-level programming language. Jobs had resisted, thinking that BASIC was all the Apple II needed, but he told Atkinson,
“Since you’re so passionate about it, I’ll give you six days to prove me wrong.” He did, and Jobs respected him ever after.
By the fall of 1979 Apple was breeding three ponies to be potential successors to the Apple II workhorse. There was the ill-fated Apple III. There was the Lisa project, which was beginning to disappoint Jobs. And somewhere off Jobs’s radar screen, at least for the moment, there was a small skunkworks project for a low-cost machine that was being developed by a colorful employee named Jef Raskin, a former professor who had taught Bill Atkinson. Raskin’s goal
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was to make an inexpensive “computer for the masses”
that would be like an appliance—a self-contained unit with computer, keyboard, monitor, and software all together—and have a graphical interface. He tried to turn his colleagues at Apple on to a cutting-edge research center, right in Palo Alto, that was pioneering such ideas.
Xerox PARC
The Xerox Corporation’s Palo Alto Research Center, known as Xerox PARC, had been established in 1970 to create a spawning ground for digital ideas. It was safely located, for better and for worse, three thousand miles from the commercial pressures of Xerox corporate headquarters in Connecticut. Among its visionaries was the scientist Alan Kay, who had two great maxims that Jobs embraced: “The best way to predict the future is to invent it” and “People who are serious about software should make their own hardware.” Kay pushed the vision of a small personal computer, dubbed the “Dynabook,” that would be easy enough for children to use. So Xerox PARC’s engineers began to develop user-friendly graphics that could replace all of the command lines and DOS prompts that made computer screens intimidating. The metaphor they came up with was that of a desktop. The screen could have many documents and folders on it, and you could use a mouse to point and click on the one you wanted to use.
This graphical user interface—or GUI, pronounced
“gooey”—was facilitated by another concept pioneered at Xerox PARC: bitmapping. Until then, most computers were character-based. You would type a character on a keyboard, and the computer would generate that character on the screen, usually in glowing greenish phosphor against a dark background. Since there were a limited number of letters, numerals, and symbols, it
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didn’t take a whole lot of computer code or processing power to accomplish this. In a bitmap system, on the other hand, each and every pixel on the screen is controlled by bits in the computer’s memory. To render something on the screen, such as a letter, the computer has to tell each pixel to be light or dark or, in the case of color displays, what color to be. This uses a lot of computing power, but it permits gorgeous graphics, fonts, and gee-whiz screen displays.
Bitmapping and graphical interfaces became features of Xerox PARC’s prototype computers, such as the Alto, and its object-oriented programming language, Smalltalk. Jef Raskin decided that these features were the future of computing. So he began urging Jobs and other Apple colleagues to go check out Xerox PARC.
Raskin had one problem: Jobs regarded him as an insufferable theorist or, to use Jobs’s own more precise terminology, “a shithead who sucks.” So Raskin enlisted his friend Atkinson, who fell on the other side of Jobs’s shithead/genius division of the world, to convince Jobs to take an interest in what was happening at Xerox PARC. What Raskin didn’t know was that Jobs was working on a more complex deal.
Xerox’s venture capital division wanted to be part of the second round of Apple financing during the summer of 1979. Jobs made an offer: “I will let you invest a million dollars in Apple if you will open the kimono at PARC.”
Xerox accepted. It agreed to show Apple its new technology and in return got to buy 100,000 shares at about $10 each.
By the time Apple went public a year later, Xerox’s $1 million worth of shares were worth $17.6 million. But Apple got the better end of the bargain. Jobs and his colleagues went to see Xerox PARC’s technology in December 1979 and, when Jobs realized he hadn’t been shown enough, got an even fuller demonstration
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a few days later. Larry Tesler was one of the Xerox scientists called upon to do the briefings, and he was thrilled to show off the work that his bosses back east had never seemed to appreciate. But the other briefer, Adele Goldberg, was appalled that her company seemed willing to give away its crown jewels. “It was incredibly stupid, completely nuts, and I fought to prevent giving Jobs much of anything,” she recalled.
Goldberg got her way at the first briefing. Jobs, Raskin, and the Lisa team leader John Couch were ushered into the main lobby, where a Xerox Alto had been set up. “It was a very controlled show of a few applications, primarily a word-processing one,”
Goldberg said. Jobs wasn’t satisfied, and he called Xerox headquarters demanding more.
So he was invited back a few days later, and this time he brought a larger team that included Bill Atkinson and Bruce Horn, an Apple programmer who had worked at Xerox PARC. They both knew what to look for. “When I arrived at work, there was a lot of commotion, and I was told that Jobs and a bunch of his programmers were in the conference room,” said Goldberg. One of her engineers was trying to keep them entertained with more displays of the word-processing program. But Jobs was growing impatient.
“Let’s stop this bullshit!” he kept shouting. So the Xerox folks huddled privately and decided to open the kimono a bit more, but only slowly. They agreed that Tesler could show off Smalltalk, the programming language, but he would demonstrate only what was known as the
“unclassified” version. “It will dazzle [Jobs] and he’ll never know he didn’t get the confidential disclosure,”
the head of the team told Goldberg.
They were wrong. Atkinson and others had read some of the papers published by Xerox PARC, so they knew they were not getting a full description. Jobs
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phoned the head of the Xerox venture capital division to complain; a call immediately came back from corporate headquarters in Connecticut decreeing that Jobs and his group should be shown everything. Goldberg stormed out in a rage.
When Tesler finally showed them what was truly under the hood, the Apple folks were astonished.
Atkinson stared at the screen, examining each pixel so closely that Tesler could feel the breath on his neck.
Jobs bounced around and waved his arms excitedly.
