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But the biggest news that month was the departure from…

“But the biggest news that month was the departure from Apple, yet again, of its cofounder, Steve Wozniak. Wozniak was then quietly working as a midlevel engineer in the Apple II division, serving as a humble mascot of the roots of the company and staying as far away from management and corporate…” quote by Walter Isaacson
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““But the biggest news that month was the departure from Apple, yet again, of its cofounder, Steve Wozniak. Wozniak was then quietly working as a midlevel engineer in the Apple II division, serving as a humble mascot of the roots of the company and staying as far away from management and corporate politics as he could. He felt, with justification, that Jobs was not appreciative of the Apple II, which remained the cash cow of the company and accounted for 70% of its sales at Christmas 1984. “People in the Apple II group were being treated as very unimportant by the rest of the company,” he later said. “This was despite the fact that the Apple II was by far the largest-selling product in our company for ages, and would be for years to come.” He even roused himself to do something out of character; he picked up the phone one day and called Sculley, berating him for lavishing so much attention on Jobs and the Macintosh division. Frustrated, Wozniak decided to leave quietly to start a new company that would make a universal remote control device he had invented. It would control your television, stereo, and other electronic devices with a simple set of buttons that you could easily program. He informed the head of engineering at the Apple II division, but he didn’t feel he was important enough to go out of channels and tell Jobs or Markkula. So Jobs first heard about it when the news leaked in the Wall Street Journal. In his earnest way, Wozniak had openly answered the reporter’s questions when he called. Yes, he said, he felt that Apple had been giving short shrift to the Apple II division. “Apple’s direction has been horrendously wrong for five years,” he said.””

Walter Isaacson

About This Quote

This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation.

Wozniak felt Apple ignored its profitable Apple II division, prompting his quiet departure and a new venture.

In simple terms: Wozniak left Apple because the Apple II was undervalued.

Key Takeaway

Recognize and value core products and contributors.

Themes

innovation corporate politics recognition product focus

Mood

frustrated determined reflective

Type

historical analytical

When to use this quote

  • startup founding
  • product development
  • internal advocacy

Key Concepts

organizational behavior product strategy employee morale

Questions to Reflect On

  • How can companies balance new ventures with legacy product support?
  • What mechanisms ensure all divisions feel valued?
A Different Perspective

Wozniak’s exit shows that even key innovators may leave if ignored.

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