In August of 2011, Steve Jobs, the tech icon who disrupted a string of traditional industries, called me and told me he thought he'd figured out a way to revolutionize TV. He invited me to come see it at Apple in a few months, but he died just six weeks later, and that meeting never came to pass.

Стив считал: в гениальном компьютере аппаратное и программное обеспечение должны быть тесно связаны. Если же на компьютер можно было установить программы, совместимые с другими компьютерами, в конечном счете пришлось бы пожертвовать частью его функциональности. Лучшими продуктами Джобс считал те, что продуманы от начала до конца и созданы цельными; программное обеспечение для таких компьютеров создано с учетом аппаратного, и наоборот. Это отличало тактику Macintosh, операционная система которого была совместима только с родным железом, от тактики Microsoft, операционную систему которой можно было использовать на железе, произведенном многими другими компаниями.

Steve Jobs thus became the greatest business executive of our era, the one most certain to be remembered a century from now. History will place him in the pantheon right next to Edison and Ford. More than anyone else of this time, he made products that were completely innovative, combining the power of poetry and processors. With a ferocity that could make working with him as unsettling as it was inspiring, he also built the world's most creative company. And he was able to infuse into its DNA the design sensibilities, perfectionism, and imagination that make it likely to be, even decades from now, the company that thrives best at the intersection of artistry and technology.

I discovered that the best innovation is sometimes the company, the way you organize a company.

Man, he could sell. As he liked to say, he lived at the intersection of technology and liberal arts. But there was a more personal side of Steve Jobs, of course, and I was fortunate enough to see a bit of it because I spent hours in conversation with him over the 14 years he ran Apple.

In the tech world, you can reel off great products in several ways. You can have the once-in-a-lifetime gut instincts of a Steve Jobs. You can have the brainiac coding skills of a Bill Gates, Larry Page, or Sergey Brin. Or, I learned, you can have the deep intellectual curiosity and stubbornness of a Jeff Bezos.