i hoped we could agree on the albert watson picture, and we did. then he just wasn't that hell vet tick -- helvetica type. no curly cues or doodads on it. he said i like heltica. steve loves font. that's why in the macintosh it's a bitmap display with fontses. that's why we have beautiful computers. to steve it made a difference. benjamin franklin liked it. he brought franklin bold and stuff, those type of fontses, they -- do a lot of them were based on helvetica. the only thing that i pushed back on is he wanted my name in dark type and his name in light gray thinking that it was my book and my name should -- i said no, no this isn't -- has nothing to do with me. this book is all about you. you cooperated. every word in there is something built on something you said and so i wanted steve jobs to be the darker type and me to be more recesssive and that's how i turned out. but there was maybe eight or nine conversations, and with his own artistic directors and great people at apple, design directors, making sure that the cover that looks so, so simp

i love the albert watson photograph the ended up on the cover the high back addiction, the one with -- you probably have an on-screen now, one of the great photographers at time magazine. i worked with robert watson. he did that for fortune magazine one of our sister publications, there were four five pictures he was considering including one time had done later i was hoping that we could agree on the albert watson picture and we did by the very end and he just wanted that helvetic a tight. if you look at it, it says steve jobs -- "steve jobs" by walter isaacson. it has no curlicues on it he said i like helvetic a. it is a very simple front. steve loved foughts ever since he was at reed college. that is why in the mcintosh, the display with dozens of frauds you can use, we have beautiful computers. those details mated difference. it is a bold font, benjamin franklin likes it. he bought franklin bolt and stuff, a lot of them were based on helvetic. he wanted my name in dark tight and his name in light gray, thinking it was my book and i said no. this has nothing to do with me. this is