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Steve Jobs did not start started Apple as a scam. But he understood early on the power of marketing. The idea of the computer as a bicycle for the human mind – I think that was something he believed. He believed in making people comfortable with these machines, which is why he spent so much time thinking about how to design them a certain way, how to make them so user-friendly and interactive, and why he spent so much time studying the Zeitgeist.

Alex Gibney