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The History Behind Apple, The First Trillion Dollar Public Company | Velshi & Ruhle | MSNBC - YouTube
Channel: MSNBC
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IS.
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IS. >>> ♪
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>>> ♪ ♪
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♪ ♪
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♪ ♪
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♪ >>> ALI CAN DANCE LIKE THAT GUY.
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>>> ALI CAN DANCE LIKE THAT GUY. THAT WAS ONE OF THE MANY
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THAT WAS ONE OF THE MANY COMMERCIALS THAT HAVE BEEN AS
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COMMERCIALS THAT HAVE BEEN AS ICONIC AS THE PRODUCTS THEY
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ICONIC AS THE PRODUCTS THEY SELL.
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SELL. APPLE BECAME THE FIRST PUBLICLY
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APPLE BECAME THE FIRST PUBLICLY TRADED COMPANY IN U.S. HISTORY
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TRADED COMPANY IN U.S. HISTORY TO HIT $1 TRILLION BUCKS IN
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TO HIT $1 TRILLION BUCKS IN VALUE.
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VALUE. THAT’S 1 WITH 12 ZEROS AFTER IT.
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THAT’S 1 WITH 12 ZEROS AFTER IT. TO PUT THINGS IN SPROOIFPERSPECT
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TO PUT THINGS IN SPROOIFPERSPECT GDP IS VALUED AT JUST OVER 20
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GDP IS VALUED AT JUST OVER 20 TRILLION.
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TRILLION. APPLE’S VALUE IS 5% OF THE
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APPLE’S VALUE IS 5% OF THE OVERALL ECONOMY.
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OVERALL ECONOMY. IT IS REMARKABLE FOR A COMPANY
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IT IS REMARKABLE FOR A COMPANY THAT WAS ONLY STARTED IN 1976 BY
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THAT WAS ONLY STARTED IN 1976 BY STEVE JOBS AND STEVE WAS-- THIS
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STEVE JOBS AND STEVE WAS-- THIS BACK WHEN CONSUMER COMPUTERS
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BACK WHEN CONSUMER COMPUTERS WERE CONSIDERED A VERY SMALL
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WERE CONSIDERED A VERY SMALL MARKET.
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MARKET. MOST COMPUTERS THEN WERE GIANT
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MOST COMPUTERS THEN WERE GIANT MACHINES IN UNIVERSITIES
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MACHINES IN UNIVERSITIES COOPERATIONS OR GOVERNMENT
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COOPERATIONS OR GOVERNMENT BUILDINGS.
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BUILDINGS. IN 1984, THE MACKINTOSH CAME
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IN 1984, THE MACKINTOSH CAME OUT.
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OUT. FOR MANY IT WAS AN EVER PRESENT
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FOR MANY IT WAS AN EVER PRESENT MACHINE FIGHTING FOR SPACE WITH
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MACHINE FIGHTING FOR SPACE WITH THE LIKES OF IBM LAUNCHED WITH
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THE LIKES OF IBM LAUNCHED WITH THIS ICONIC AD FROM SUPER BOWL
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THIS ICONIC AD FROM SUPER BOWL 18.
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>> ON JANUARY 24, APPLE COMPUTER
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>> ON JANUARY 24, APPLE COMPUTER WILL INTRODUCE McINTOSH AND
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WILL INTRODUCE McINTOSH AND YOU’LL SEE WHY 1984 WON’T BE
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YOU’LL SEE WHY 1984 WON’T BE LIKE 1984.
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LIKE 1984. >> LET’S GET DEPRESSED, STOCK
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>> LET’S GET DEPRESSED, STOCK PICKERS, IF YOU MISSED THIS ONE.
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PICKERS, IF YOU MISSED THIS ONE. IF YOU BOUGHT APPLE STOCK BACK
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IF YOU BOUGHT APPLE STOCK BACK IN THE 80’s, SAY $1,000.
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IN THE 80’s, SAY $1,000. IT WOULD HAVE GROWN TO HALF A
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IT WOULD HAVE GROWN TO HALF A MILLION BY TODAY.
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MILLION BY TODAY. OVER THE YEARS THEY RELEASED
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OVER THE YEARS THEY RELEASED NEWER COMPUTERS.
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NEWER COMPUTERS. AND AS THE COMPANY GREW, IT
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AND AS THE COMPANY GREW, IT BRANCHED OUT TO DEVICES FAR
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BRANCHED OUT TO DEVICES FAR BEYOND COMPUTERS, FROM iPODS
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BEYOND COMPUTERS, FROM iPODS LAUNCHED BACK IN 2001 TO THE
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LAUNCHED BACK IN 2001 TO THE iPHONE WHICH WAS SIX YEARS
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iPHONE WHICH WAS SIX YEARS LATER.
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LATER. iPADS IN 2010 AND NOW APPLE
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iPADS IN 2010 AND NOW APPLE WATCHES.
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WATCHES. THE COMPANY HELPED DIGITIZE AND
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THE COMPANY HELPED DIGITIZE AND DEVICE-A FI.
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DEVICE-A FI. OUR DAILY LIFE.
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OUR DAILY LIFE. WITH THAT IS MARKETING, THE LOGO
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WITH THAT IS MARKETING, THE LOGO EVOLVING OVER THE YEARS AND ADS
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EVOLVING OVER THE YEARS AND ADS LIKE THE FAMOUS I’M A MAC, I’M A
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LIKE THE FAMOUS I’M A MAC, I’M A PC JAB WHICH IS AIMED AT THE
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PC JAB WHICH IS AIMED AT THE COMPETING OPERATING SYSTEM.
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COMPETING OPERATING SYSTEM. IT HAS BECOME AN EVER PRESENT
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IT HAS BECOME AN EVER PRESENT PART OF YOUR LIVES.
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PART OF YOUR LIVES. JUST ON OUR SHOW TEAM ALONE.
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JUST ON OUR SHOW TEAM ALONE. I’M NO THE SAYING ANYONE IS AN
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I’M NO THE SAYING ANYONE IS AN APPLE ENTHUSIAST.
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APPLE ENTHUSIAST. IT INFILLTRATED OUR SYSTEM.
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IT INFILLTRATED OUR SYSTEM. WE GOT OVER 100 APPLE PRODUCTS
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WE GOT OVER 100 APPLE PRODUCTS BETWEEN THE 16 PEOPLE ON OUR
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BETWEEN THE 16 PEOPLE ON OUR TEAM.
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TEAM. MORE THAN 17 DIFFERENT DEVICES.
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MORE THAN 17 DIFFERENT DEVICES. WE AND OUR FAMILIES CURRENTLY
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WE AND OUR FAMILIES CURRENTLY USE.
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USE. THIS MORNING WE SPOKE TO CHIEF
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THIS MORNING WE SPOKE TO CHIEF MARKETING OFFICER AT RX ADVANCE,
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MARKETING OFFICER AT RX ADVANCE, JOHN SCULLY, WHO IS THE CEO OF
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JOHN SCULLY, WHO IS THE CEO OF APPLE AT A FORMATIVE TIME OF THE
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APPLE AT A FORMATIVE TIME OF THE BUSINESS THAT FROM 1983 TO 1993.
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BUSINESS THAT FROM 1983 TO 1993. >> BEFORE WE GO TO THAT, I
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>> BEFORE WE GO TO THAT, I JUST -- HAVE TO SHOW YOU THESE
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JUST -- HAVE TO SHOW YOU THESE BOLD -- THIS ONE.
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BOLD -- THIS ONE. THIS IS ONE OF THE FIRST LAPTOPS
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THIS IS ONE OF THE FIRST LAPTOPS THEY HAD.
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THEY HAD. WHEN IT WAS STILL CALLED A
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WHEN IT WAS STILL CALLED A McINTOSH.
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McINTOSH. THIS WAS THE POWER BOOK DUE YO.
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THIS WAS THE POWER BOOK DUE YO. AND THEN LOOK AT THIS ARRAY OF
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AND THEN LOOK AT THIS ARRAY OF iPODS WE HAVE UP HERE.
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iPODS WE HAVE UP HERE. >> BUT ALI, THE THING THAT’S SO
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>> BUT ALI, THE THING THAT’S SO INTERESTING.
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INTERESTING. THINK ABOUT WHEN WE TALK ABOUT
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THINK ABOUT WHEN WE TALK ABOUT THE PEOPLE ON OUR TEAM THAT USE
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THE PEOPLE ON OUR TEAM THAT USE APPLE.
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APPLE. THESE ARE EXPENSIVE HIGH MARGIN
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THESE ARE EXPENSIVE HIGH MARGIN PRODUCTS, BUT THE HOOK APPLE
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PRODUCTS, BUT THE HOOK APPLE FIGURED OUT, ONCE YOU’RE IN THAT
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FIGURED OUT, ONCE YOU’RE IN THAT ECOSYSTEM, YOU BUY OTHER STUFF.
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ECOSYSTEM, YOU BUY OTHER STUFF. IT’S MASSIVE.
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IT’S MASSIVE. >> THEY WANT $1,000 FOR THE NEW
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>> THEY WANT $1,000 FOR THE NEW PHONE.
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PHONE. I WAS DEFINITELY ONE OF THOSE
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I WAS DEFINITELY ONE OF THOSE PEOPLE WHO SAID IT’S GOING TO
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PEOPLE WHO SAID IT’S GOING TO SLOW DOWN.
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SLOW DOWN. THIS IS A 6.
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THIS IS A 6. BUT I DON’T ACTUALLY THINK I
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BUT I DON’T ACTUALLY THINK I NEED ANYTHING MORE FOR IT TO DO
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NEED ANYTHING MORE FOR IT TO DO BUT THE BOTTOM LINE IS THE
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BUT THE BOTTOM LINE IS THE DESIGN AND EASE OF USE IS REALLY
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DESIGN AND EASE OF USE IS REALLY WHAT WAS BEHIND THE COMPANY
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WHAT WAS BEHIND THE COMPANY BECAUSE REMEMBER, WHEN APPLE
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BECAUSE REMEMBER, WHEN APPLE STARTED, AND WHEN JOHN SCULLY,
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STARTED, AND WHEN JOHN SCULLY, WHO WE’RE ABOUT TO TALK TO, WAS
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WHO WE’RE ABOUT TO TALK TO, WAS THERE, THE INTERNET DIDN’T EVEN
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THERE, THE INTERNET DIDN’T EVEN EXIST.
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EXIST. YOUNG PEOPLE, THAT WASN’T --
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YOUNG PEOPLE, THAT WASN’T -- BACK -- THAT WAS NOT THAT LONG
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BACK -- THAT WAS NOT THAT LONG AGO.
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AGO. WE ASKED JOHN SCULLY, LOOKING
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WE ASKED JOHN SCULLY, LOOKING BACK FROM HIS INTERNET OF THINGS
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BACK FROM HIS INTERNET OF THINGS ERA, WHAT WERE THEY BUILDING AND
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ERA, WHAT WERE THEY BUILDING AND FOR WHOM?
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FOR WHOM? >> WELL, ACTUALLY, THE WORLDWIDE
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>> WELL, ACTUALLY, THE WORLDWIDE WEB BEGAN SEVERAL YEARS AFTER I
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WEB BEGAN SEVERAL YEARS AFTER I LEFT APPLE.
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LEFT APPLE. SO THE WHOLE TIME I WAS THERE,
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SO THE WHOLE TIME I WAS THERE, IT WAS BASICALLY THE VISION OF
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IT WAS BASICALLY THE VISION OF STEVE JOBS THAT NO ONE ELSE IN
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STEVE JOBS THAT NO ONE ELSE IN THE WORLD AGREED WITH.
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THE WORLD AGREED WITH. THAT WAS HE SAID BACK IN THE
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THAT WAS HE SAID BACK IN THE EARLY 80’s THAT COMPUTERS ARE
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EARLY 80’s THAT COMPUTERS ARE GOING TO HAVE A GREAT FUTURE FOR
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GOING TO HAVE A GREAT FUTURE FOR NON TECHNICAL PEOPLE WHO DIDN’T
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NON TECHNICAL PEOPLE WHO DIDN’T KNOW HOW TO REALLY USE
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KNOW HOW TO REALLY USE COMPUTERS, SO THEREFORE THEY HAD
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COMPUTERS, SO THEREFORE THEY HAD TO BE SIMPLE TO EASE AND VERY
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TO BE SIMPLE TO EASE AND VERY WERE GOING TO FOCUS ON
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WERE GOING TO FOCUS ON PHOTOGRAPH FICSGRAPHICS.
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PHOTOGRAPH FICSGRAPHICS. I THINK A GOOD DEFINITION OF
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I THINK A GOOD DEFINITION OF GENIUS IS BEING ABLE TO SEE THE
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GENIUS IS BEING ABLE TO SEE THE OBVIOUS 20 YEARS AHEAD OF THE
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OBVIOUS 20 YEARS AHEAD OF THE REST OF US.
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REST OF US. OBVIOUSLY
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OBVIOUSLY >> EVEN BEYOND APPLE, LOOK AT
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>> EVEN BEYOND APPLE, LOOK AT THE OUTSIZED POWER FANG --
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THE OUTSIZED POWER FANG -- FACEBOOK, APPLE, NETFLIX,
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FACEBOOK, APPLE, NETFLIX, GOOGLE -- THESE COMPANIES HAVE,
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GOOGLE -- THESE COMPANIES HAVE, HOW MASSIVE THEY ARE AND
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HOW MASSIVE THEY ARE AND OUTWEIGHING THESE COMPANIES ARE
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OUTWEIGHING THESE COMPANIES ARE OVER OTHER COMPANIES.
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OVER OTHER COMPANIES. >> IT’S ALL TECH.
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>> IT’S ALL TECH. >> I DON’T SEE IT SLOWING DOWN,
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>> I DON’T SEE IT SLOWING DOWN, OBVIOUSLY.
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OBVIOUSLY. IT’S ALL ABOUT LAND GRAB.
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IT’S ALL ABOUT LAND GRAB. U.S. COMPANIES ARE MASTERS AT
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U.S. COMPANIES ARE MASTERS AT BEING ABLE TO PICK A VISION,
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BEING ABLE TO PICK A VISION, FOCUS ON IT, AND SCALE IT.
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FOCUS ON IT, AND SCALE IT. THE CHALLENGE WE’RE NOW SEEING
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THE CHALLENGE WE’RE NOW SEEING IN CHINA THAT THEY LEARNED TO DO
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IN CHINA THAT THEY LEARNED TO DO SOMETHING THAT WE DON’T KNOW HOW
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SOMETHING THAT WE DON’T KNOW HOW TO DO YET, AND THAT IS WHAT I
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TO DO YET, AND THAT IS WHAT I CALL SPEED TO SCALE.
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CALL SPEED TO SCALE. THAT MEANS THAT IF YOU LOOK AT A
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THAT MEANS THAT IF YOU LOOK AT A COMPANY LIKE OFO, A BIKE RENTAL
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COMPANY LIKE OFO, A BIKE RENTAL COMPANY IN CHINA, STARTED JUST A
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COMPANY IN CHINA, STARTED JUST A COUPLE OF YEARS AGO, THEY NOW
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COUPLE OF YEARS AGO, THEY NOW RENT 35 MILLION BICYCLES A DAY.
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RENT 35 MILLION BICYCLES A DAY. AND THEY’RE PROJECTING NEXT YEAR
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AND THEY’RE PROJECTING NEXT YEAR THEY’LL BE RENTING 300 MILLION
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THEY’LL BE RENTING 300 MILLION BICYCLES A DAY.
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BICYCLES A DAY. WE DON’T KNOW HOW TO BUILD A
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WE DON’T KNOW HOW TO BUILD A COMPANY THAT FAST.
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COMPANY THAT FAST. THERE ARE SKILLS THAT WE HAVE
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THERE ARE SKILLS THAT WE HAVE WITH INNOVATION OF TECHNOLOGY,
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WITH INNOVATION OF TECHNOLOGY, BUT TECHNOLOGY IS COMMODITIZING
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BUT TECHNOLOGY IS COMMODITIZING SO RAPIDLY, THE CHINESE ARE
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SO RAPIDLY, THE CHINESE ARE SAYING THEY DON’T CARE ABOUT WHO
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SAYING THEY DON’T CARE ABOUT WHO OWNS THE INTELLECTUAL PROPERTY,
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OWNS THE INTELLECTUAL PROPERTY, THEY’LL JUST USE IT EVEN IF IT’S
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THEY’LL JUST USE IT EVEN IF IT’S OURS.
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OURS. BUT THEY UNDERSTAND SPEED OF
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BUT THEY UNDERSTAND SPEED OF SCALE IN THEIR VERY LARGE
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SCALE IN THEIR VERY LARGE DOMESTIC MARKET.
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DOMESTIC MARKET. SO THE GROUND RULES OF
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SO THE GROUND RULES OF COMPETITION, EVEN IN TECH, ARE
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COMPETITION, EVEN IN TECH, ARE STARTING TO CHANGE ON A GLOBAL
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STARTING TO CHANGE ON A GLOBAL SCALE.
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SCALE. >> WHAT DO YOU MAKE OF APPLE’S
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>> WHAT DO YOU MAKE OF APPLE’S ABILITY TO WIN OUR LOYALTY?
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ABILITY TO WIN OUR LOYALTY? TODAY WE’RE NOT LOYAL TO MANY
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TODAY WE’RE NOT LOYAL TO MANY COMPANIES.
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COMPANIES. BUT ONCE YOU BECOME AN APPLE
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BUT ONCE YOU BECOME AN APPLE USER, ONCE IT IS IN YOUR HOME,
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USER, ONCE IT IS IN YOUR HOME, IT’S A HARD SYSTEM TO QUIT.
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IT’S A HARD SYSTEM TO QUIT. >> WELL, IT HAS VERY LITTLE TO
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>> WELL, IT HAS VERY LITTLE TO DO WITH TECHNOLOGY.
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DO WITH TECHNOLOGY. IT HAS EVERYTHING TO DO WITH
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IT HAS EVERYTHING TO DO WITH EXPERIENCED MARKETING.
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EXPERIENCED MARKETING. AND WHEN STEVE JOBS RECRUITED ME
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AND WHEN STEVE JOBS RECRUITED ME TO APPLE, I DIDN’T KNOW ANYTHING
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TO APPLE, I DIDN’T KNOW ANYTHING ABOUT COMPUTERS.
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ABOUT COMPUTERS. BUT HE WAS IMPRESSED WITH THE
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BUT HE WAS IMPRESSED WITH THE FACT THAT DURING THE COLA WARS
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FACT THAT DURING THE COLA WARS OF THE 1970s, THAT PEPSI HAD
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OF THE 1970s, THAT PEPSI HAD BEEN OUTSOLD TEN TO 12 TO ONE BY
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BEEN OUTSOLD TEN TO 12 TO ONE BY COCA-COLA IN 50% OF THE UNITED
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COCA-COLA IN 50% OF THE UNITED STATES YET BY THE END OF THE
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STATES YET BY THE END OF THE DECADE, PEPSI HAD BECOME THE
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DECADE, PEPSI HAD BECOME THE LARGEST SELLING CONSUMER PRODUCT
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LARGEST SELLING CONSUMER PRODUCT IN THE WORLD, OR IN THE UNITED
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IN THE WORLD, OR IN THE UNITED STATES.
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STATES. AND THE WAY WE DID THAT WAS, WE
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AND THE WAY WE DID THAT WAS, WE SAID COCA-COLA OWNS REALITY.
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SAID COCA-COLA OWNS REALITY. PERCEPTION LEADS REALITY.
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PERCEPTION LEADS REALITY. WE’VE GOT TO OWN PERCEPTION.
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WE’VE GOT TO OWN PERCEPTION. SO WE CREATED THE PEPSI
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SO WE CREATED THE PEPSI CHALLENGE, WE DID OTHER THINGS
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CHALLENGE, WE DID OTHER THINGS TO OWN THE EXPERIENCE.
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TO OWN THE EXPERIENCE. AND STEVE SAID, YOU’VE GOT TO
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AND STEVE SAID, YOU’VE GOT TO TEACH ME HOW TO DO THAT BECAUSE
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TEACH ME HOW TO DO THAT BECAUSE I’M BUILDING THIS EXPERIENCE
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I’M BUILDING THIS EXPERIENCE PRODUCT.
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PRODUCT. AND APPLE DOES IT TODAY.
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AND APPLE DOES IT TODAY. IT’S ALL ABOUT THE EXPERIENCE.
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IT’S ALL ABOUT THE EXPERIENCE. THAT’S WHAT LOCKS IN THE LOYALTY
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THAT’S WHAT LOCKS IN THE LOYALTY WITH CONSUMERS.
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WITH CONSUMERS. GREAT DESIGN, GREAT EXPERIENCE,
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GREAT DESIGN, GREAT EXPERIENCE, GREAT MATERIALS, GREAT, YOU
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