When the Wall Street Journal heard what happened, it got in

When the Wall Street Journal heard what happened, it got in touch with

Wozniak, who, as usual, was open and honest. He said that Jobs was punishing

him. “Steve Jobs has a hate for me, probably because of the things I said about

 

Apple,” he told the reporter. Jobs’s action was remarkably petty, but it was also

partly caused by the fact that he understood, in ways that others did not, that

the look and style of a product served to brand it. A device that had Wozniak’s

name on it and used the same design language as Apple’s products might be

mistaken for something that Apple had produced. “It’s not personal,” Jobs told

the newspaper, explaining that he wanted to make sure that Wozniak’s remote

wouldn’t look like something made by Apple. “We don’t want to see our design

language used on other products. Woz has to find his own resources. He can’

t leverage off Apple’s resources; we can’t treat him specially.”

Jobs volunteered to pay for the work that frogdesign had already done for Wozniak,

but even so the executives at the firm were taken aback. When Jobs demanded that

they send him the drawings done for Wozniak or destroy them, they refused. Jobs

had to send them a letter invoking Apple’s contractual right. Herbert Pfeifer, the design

director of the firm, risked Jobs’s wrath by publicly dismissing his claim that the dispute

with Wozniak was not personal. “It’s a power play,” Pfeifer told the Journal.

“They have personal problems between them.”

Hertzfeld was outraged when he heard what Jobs had done. He lived about twelve

blocks from Jobs, who sometimes would drop by on his walks. “I got so furious about

the Wozniak remote episode that when Steve next came over, I wouldn’t let him in

the house,” Hertzfeld recalled. “He knew he was wrong, but he tried to rationalize, and

maybe in his distorted reality he was able to.” Wozniak, always a teddy bear even

when annoyed, hired another

 

design firm and even

agreed to stay on Apple’s

retainer as a spokesman.

Showdown, Spring 1985

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