Today marks the UK premiere of the highly anticipated Steve Jobs movie, adapted from Walter Isaacson’s best-selling biography and is directed by none other than Danny Boyle.

Here at Sleeping Giant Media, Apple lies at the heart of what we do: we are surrounded by a plethora of iMacs, Macbooks and iPhones, not to mention our additional Mac Minis and Apple TVs. Quite simply, we wouldn’t be able to do what we do without our Apple devices and software.

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Since the Steve Jobs movie was released in the U.S. on 3rd October of this year, there have been many mixed reviews of the film circulating the internet, and ultimately, is this good for Apple’s reputation? Karen Haslam of Macworld asserts no, stating that when leaving the movie “I felt that I’d watched a character assassination”, she begins. “Sure some of it was due […], but his achievements were underplayed. I don’t think this movie is good for Apple’s reputation”, she concluded.

So, what was Jobs really like behind closed doors? Haslam reveals that “I had first hand experience of what the man was like (I was once pushed out of the way by him when he wanted to show Alicia Keys how to use iTunes). Also, knowing people who have worked at Apple over the years, I am well aware of the fear and panic that being caught in a lift with him […] would cause. I’m well aware that Jobs wasn’t known for his soft side.”

Conversely, Jony Ive, Head of Design at Apple and one of Jobs’ close friends (who is yet to see the film), expressed a “primal fear” over it, stating that the film portrays a person “I don’t recognize at all”. He remarked at the Vanity Fair technology conference, “How you are portrayed can be hijacked by people with agendas that are very different than your close family and your friends.” Ive disclosed that although Jobs was a tough boss, “It doesn’t mean you’re an a-hole. You could’ve had somebody who didn’t ever argue, but you wouldn’t have the phones you have.”

Thus, although it seems from those that personally encountered Jobs that he had many faults, his products do not: Apple turned over hearty annual revenue of $233 billion in September 2015; Ultimately, this is what has arguably made Apple one of the most valuable brands on the planet, and their success is attributed to their extremely strong brand loyalty which continues to embody a fusion of minimalism with technical superiority.

Steve Jobs remains the Apple of our eyes…