. >> in 2000 steve jobs was just trying to save apple from death. >> apple computer chief executive steveis rolling out new products he hopes will reinvigorate the company and its bottom line. >> the thing about steve jobs that differentiates him from bill gates is he wasn't a programmer. he wasn't an engineer. and he wasn't a designer. but he knew enough about programming and engineering and he had enough just innate design sense that he was the perfect curator. >> no stranger to innovation, apple, the company that brought you the personal computer, is opening stores across the country. this will be apple's first venture into direct retail. a bold move in this pretty sluggish economy. now, the question remains if apple builds them will customers come? >> the common wisdom on the apple retail stores was that it was a stupid idea that would fail. plenty of computer companies had tried it. dell had stores. gateway had stores. nobody went to them. it was just an exercise in vanity. but this concept of open, airy places where they weren't going to try to sell you stuff but instead you could a

that was until cofounder steve jobs returned to the fold. since then, it was one success after another. in the seven years since jobs' death, cook has steered apple to new heights, by launching new devices like the apple watch, iphone x, and airpods. he has pushed the company deeper into new services, like apple music. cook and his team are not stopping there. they're keeping apple on the technological edge, delving into self driving cars, augmented reality, and health care. cook told bloomberg in an interview, quote, "i don't really think about it. that's the truth. i still view apple as a pretty small company, the way that we operate. i know it's not numerically, but the way we function is very much like that, to be honest." to grow beyond $1 trillion, apple has to keep churning out iphones and -- and a cheaper model with many of the 10's features are on the way. a.r. could revolutionize personal computing once again, while a big online video push is coming soon to an apple screen near you. emily: here to tell us more, tech's mark gurman. i

four decades after steve jobs and steve wozniacki founded the company, apple beat google and amazon to the landmark. ordersdow stalling as x fear new tariffs on china. >> and china says tariffs hurt everyone. it islo from sydney where just past 8:00 a.m. this is daybreak australia. >> just past 6:00 p.m. here in new york. we will bext hour, looking at how the action on wall street will play into your asia-pacific day. it was a happy friday depending on which actor you are in in u.s. equity stakes, particularly technology. as we mentioned at the top, apple hits the one dollar trillion marker, beating amazon and google out to the date -- .ate -- gate it has been a long slog. weight into the continuing saga between washington and beijing. you really saw that in the slump in emerging markets, currencies as well as equities. just want to bring you one line coming through at the moment. it's household appliances in japan. according to a report in the nikkei, they relocated production of broad. that came up in southeast asia as well. they will stop making refrigerators in a socket into osaka

so much credit put on the shoulders of steve jo bs so much credit put on the shoulders of steve jobsch credit put on the shoulders of stevejobs and the english designer. but how much credit should we give the business acumen of tim cook, who took over the helm in 2011? of course, we have also seen huge growth in terms of their cloud storage, selling apps, music streaming etc? what he has done is basically take this extraordinary product and integrate it into an amazing financial machine. apple's whole logistics operation, the way it integrates the chinese manufacturing operation with its design in california, he has made that tick over smoothly. he may not be the inspirational figure that steve jo bs be the inspirational figure that steve jobs was, be the inspirational figure that stevejobs was, but he has grown a whole new business in services. that leaping up and becoming a business that, on its own, would be a world leading technology business. let's talk about huawei, another big mobile company that has overtaken apple to become... there is the irony, that is the funny thing. in

. >> you had these guys like steve jobs and steve wozniak and bill gates and paul allen messing arounde edges of what would become the personal computer industry. but no one in corporate america and no one in most of the homes of america thought that the personal computer was anything that would ever have, would ever even happen, let alone have any relevance to them. >> for all of us, the computer revolution was really exciting. it was like, wow, this is wide open. >> it was a group of people who want to make a change in the world. and eventually, the two forces in silicon valley, the hobbyists and the button-down business guys, ended up coming together when the chipmakers realized the things that the hobbyists were doing could lead to this whole new kind of product called a personal computer. >> it was at a home-grown computer club where steve wozniak and steve jobs first displayed the computer they'd been working on. and it caused a sensation. >> we had absolutely no idea what people were going to do to these things when we started out. as a matter of fact, the two people who it was

the company started in co-founder steve jobs' garage back in 1976.l revenues greater than the economic outputs of entire countries such as portugal and new zealand. >>> from the department of really, really bad ideas, check this one out. traffic was stopped at yellowstone national park to let a bison cross the road but one man decided to get out and taunt the animal. watch this. he runs up, flexes his muscle, what he apparently did not know is this is bison mating season. >> oh no indeed. >> it is. i didn't know it either but i'm not standing in front of the bison. the animal shows its dominance, nobody got hurt but park officials don't think it's funny. they say this behavior is reckless and illegal and they point out, again, that bison can run three times faster than most people. >> okay, that ended the way you thought it would. the guy running and the bison in charge. >> i'm glad it ended that way, absolutely. >>> also this morning, we are learning more about that growing scandal involving one of the biggest names in college football. ohio state's

player in personal computers into a global powerhouse spanning entertainment and communications steve jobs founded the company in his garage back in one nine hundred seventy six. plea i feel no really any apple product has always been more than just a laptop or a phone it is still after the day a status symbol and design is playing a big role as well after all has had the reputation of the number one visionary in the industry with the steve jobs even more but in the past fierce competitors have caught up and offered just as advanced a product for less money and in some quarters the numbers have shown signs of slowing demand for i phones maybe not every consecutive quarter but cook is getting the company ready by focusing on services and turn them into a more important source of income but then again according to the youngest earnings consumers are just a swelling as ever to purchase high priced products so maybe the psychology is still working for apple here and maybe let me quote a morgan stanley analyst who is said that innovation lead price increases historically reboost apple demands a

that was until cofounder steve jobs referred -- returned to the fold. it was one success after the other carried in the seven years and jobs' death, tim cook has launched key new devices like the apple watch, iphone x. he has also pushed the company deeper into new services like apple music, which is now a key revenue. the team is in stopping there. they are keeping apple on the technological edge, self driving cars, augmented reality. cook told bloomberg in an interview "i don't really think about it. that is the truth. i still view apple as a pretty small company the way we operate. it is not numerically, but the carried totion is grow beyond $1 trillion, apple has to keep turning out cutting-edge smartphones while finding its next big hit and growing the digital services business. a larger version of the iphone x and a cheaper model with many of the 10's features are on the way. ar could revolutionize personal commuting again -- computing again while a great online video pushed is coming soon to an apple screen near you. more, here to tell us mark gur

that was until cofounder steve jobs returned to the fold. since then, it was one success after another. in the seven years since jobs' death, tim cook has launched key new devices like the apple watch, iphone x, and the air pods. he has also pushed the company deeper into new services like apple music, which is now a key revenue driver. and cook and his team are not stopping there. they are keeping apple on the technological edge, delving into self driving cars, augmented, reality,- augmented and health care. what does he think about the milestone? cook told bloomberg in an interview, "i don't really think about it. that is the truth. i still view apple as a pretty small company the way we operate. it is not numerically, but the new function is similar to that, to be honest. and to grow beyond $1 trillion, apple has to keep turning out cutting-edge smartphones while finding its next big hit and growing the digital services business. a larger version of the iphone x and a cheaper model with many of the 10's features are on the way. ar could re

up nearly 3000% since he took over as ceo how have they done snit. >> i think you have to give steve jobs credit for reinventing apple. he was able to take advantage of moore's law, which by the tyke he came back in the late 1990s, the internet was commercializeded steve saw that it was going to be a whole new type of computing, hand held products that eventually led iphone i think a lot of credit has to go to tim cook he is a client, highly respected leader and i think this year, we've seen mim hymn breakout beyond being an exceptional ceo of apple and become a respected person on so many different issues whether it's national trade nty. he deefs a lot of credit for steve jobs vision and probably the greatest execution that's ever been accomplished >> tony, do you think tim cook gets the credit he fully deserves >> you know, i would say he has a tough -- as many innovative products to market as steve did. and tim has done a great job in take iing a 150 billion tlrs revenue company and continue to create new avenues for growth and continue to sustain profitability. so it's a different era

in the book i talked about how steve jobs had pancreatic cancer he died from but didn't have ab typically pancreatic cancer did not have carcinoma -- sort of almost uniformly fatality he had neuro-- happened to be in pancreas with early surgery 59% chance every survival didn't choose early surgery rather a variety of alternative treatments like, coffee enemas, megavitamins until too late for surgery charlie rose was good friend of steve jobs angry i chose to bring up steve jobs in his care, so we had this interaction with respect to the to you sir, isn't it dangerous to skai if you never treated a person what might or might not have been consequence sir, by the way, is also a bad. i am sorry i am not understanding mild panic sets in, in other words, did you treat jobs no, i didn't i said isn't it dangerous to suggest what he might have been able to do if you didn't treat him. >> get pulled into rabbit holes where facts i said correct ice iconicson in book said all the things i just said to you about what was choice of care choice of delayed care what was pancreatic cancer, that

you knew steve jobs, i would imagine, right? >> i knew steve jobs. around when his board fired him from the company and he went and came back. if you had given me a test and asked me if apple could ever the most valuable company in the world back then, i would've answered, there is not any chance at all. and it's amazing how silicon valley has come to dominate the stock market. liz: did you think that because i do know, my dad got the first one and it was like a cube. is that why you thought that? >> i would have said the same of other companies, including even chip companies. it is just amazing how technology in general, has become such a huge part of our lives. i would have picked intel juggernaut over apple to win the war computers. but who thought that they could come into the cell phone market? which is a brutal market and dominate the market. the performance has been extraordinary.liz: truly. since you brought up semiconductors and intel for the chip sector and its vulnerability, what are not even higher proposed tariffs by president trump yest

the products for all of the concern people had in the transition away from steve jobs to tim cook and notion that somehow they would lose their magic on product, that hasn't actually happened. to me the future for apple is it remains very bright. i think there's a very real chance as this privacy stuff becomes better understood, consumers will shift away from android and to iphone products and to the apple ecosystem simply because apple has demonstrated a serious commitment to its customers, not treating them as users, not treating them as the product but treating them as actual customers. >> roger, what do you think the psychological impact of an apple hitting the trillion dollar mark could be in terms of other companies potentially doing it, amazon, alphabet, some other big cap tech names do you think if we see one cross the threshold, do we see more behind it? >> i think we're going to see amazon cross it before long. i suspect the magic of the number will disappear. i think the real question is how long does the market cycle last, and morgan, i don't have any idea on that if it la

for decades after steve jobs and steve wozniak found this historic landmark.amy: i am ramy inocencio where it is fast 7:00 -- it is past 7:00 on thursday in new york. check listed equities in new york, the dollar is higher and the yuan is pulling back. the trade, wilbur ross warns of more pain for china unless the u.s. sees evidence of change. hurtng says tariffs everyone. a very good morning again and hello to all of the global viewers. looking at what has happened the past 24 hours, there is a trade for pain, and there is a trade for earnings. we saw that pushed back and forth in terms of equities. we started low but ended up mixed. we seek we don't know it is when -- where it is heading. a lot of central-bank action out of the bank of england. in terms of what is happening, the central bank is trying to figure out the drivers that are trying to come out from wall street as well. this was surprising. maybe we will get another rate move out of mark carney. you spoke about the pain trade. if you look in -- listen to wilbur ross, he said putting beijing in that

he is the guy who had unfortunate history replacing steve jobs, getting pushed out by steve jobs, former. he sold the apple stock he had, began buying it after introduction of the iphone. he has 60% of his net worth is apple stock. that net worth is worth a lot more today than it was just a month ago. charles? charles: adam shapiro, thank you very, very much. so the question now of course what is next for the tech giant. to tech analyst. russ, first of all, great seeing you. it has been a long time. >> i know it has been a while. charles: what is next? they're sitting on a pile of cash. there have been some investors so long trying to get tim cook to be more acquisitive with it. he has been pretty happy buying back his own stock. >> right. charles: rewarding building internally. >> they have been pretty safe and i think, the big thing that they haven't really explored as much as they should is the service industry. they started dipping into that with apple music. got some people paying for it. spotify is still crushing them. but people buy the phones and computers every year, what have y

it started in the garage of founder steve jobs in 1976. apple changed howw we communicie with each other and how business conduct daily commerce. i want to talk about this with sophie schimansky our correspondent on wall street. many people say that the success of apple is down to the fact that it can force five prices -- and basically, we are addicted to our phones. how long can the company keep that up? sophie: the iphone or really any apple product has always been more than just a laptop for a phone. it is a status symbol. designers play a big role as well. apple has had the reputation of the number one visionary in the industry, and steve jobs even more. but in the past years, competitors have caught up and offered advanced products for less money. in some quarters there has been slowing demand for iphones. not every consecutive quarter. cook is getting the company ready by focusing on services and turning them into a more important source of income. consumers are just as willing as ever to purchase high-priced products. maybe the psyc

and steve jobs silicon valley she was starry i and i and he was her idol. id apple and i thank i think intermittently that she is she modeled herself after jobs and basically the computer industry. in those genentech says the world and instead choosing as her model and it wasn't the right model. and the silicon valley fake it till you make it and the term vaporware where it was going in the 80s and announced with great fanfare and to be delivered years late people like jobs and also were accused of engaging in the practice if you look at it from the point of view that's okay because they make it with real thing and their founders became founders and met with the plan is the same playbook but you can't rule out vaporware in medicine that is a a different arena in the end consumer is not someone using that aphid is an application to make a crucial medical decision and to lose sight of that or ignore that the traditional silicon valley isn't applicable to medicine but she tried to apply that to medicine. >> so twitter was famously buggy in those early years it

you talk about steve jobs as a ceo became sort of the brand to people at some point and youh may startceo attracting you to the product and then the product itself as long as it's actood prond people start to become loyal to it it becomes a very nic circle if you're that company. you like the ceo and you like the product and you keep being drawn one to the other. so there's nothing wrong with doing that and of course, as with any investment you don't want to do i blindly and if you have a good product and a good ceo who seems tbe runni things in a very good manner, there is nothing wrong with that the problem becomes when the ceo goes off the nch, if you will, that's when things can get hairy for investors. >> you know, we purposely pointed out companies outside o the tech arena like a ge, you know. bill wasentioning earlier when we were talking martha stewart, her brand. she was so closely associated with , and is betting the ceo a phenomena morese common bec of the innovation side of things? i think, sue, absolutely it is because using mr. musk as an example, he clearly thinks differ

when steve jobs was in charge, he came up with the next they hit. a supply chain genius.hat is the process for apple to come up with a next big hit as it barrels toward in next milestone? >> a great question. tim cook is the face of apple. he runs the ship at the high-end. he is the global representative for the company and he put into place all of these supply chain groomers really the way apple comes to develop products as they have a new product of open process, they call it sort of a handbook, bloomberg way but for apple. executives,team of jeff williams taking on leadership, whether for the apple watch, iphones, and the hed of marketing for apple, is just not the guy who comes up with advertisements. he manages new products. what features they have and what they do. he runs the software ship that apple, very core to the company. johnny puts his stamp of influence on the overall look and feel sort of in a way that steve jobs did when he was creating the iphone, ipad, and the imac. collectively with tim cook at the head of the ship, the center of the wheel, that is how

it comes courtesy of a memoir, written by his daught >>> it is a new look at apple founder steve jobs and it comes courtesy of a memoire written by his daughter. it's called small fry, in the book. she talks about the struggle she had with her father. if you saw the movie, the steve jobs movie, you may remember he had a complicated relationship with his daughter, for a long time, he refused to admit he was her father. and she said, sometimes she f l fail -- she felt like the failed computer, "the lisa" that was named after her. >> fake profiles have become a problem for this senator. three to five fake facebook profiles turn up every month claiming to be her. facebook found a string of pages linked to russia, influence voters. >>> l.a. will be the u.s. to ba businesses from selling fur. anything trimmed with real fur. vintage fur clothing and goods would be exempt though. san francisco, you may remember, imposed a similar ban in march. the council is expected to vote on the ban in the next few weeks. >> san francisco giants looking to keep the win streak alive in the desert. but buste

do you know anyone harmed by steve jobs or jeff bezos?>> host: a lot of people benefit from them. >> guest: how many ordered something from amazon in the last month? how many own apple? what we want is hundreds of steve jobs and jeff bezos because the inequality means the lifestyle inequality between rich and poor is shrinking because the needs of more and more people are being met. what it means in terms of jobs is what people get to do for a living. thanks to this any quality, massive wealth creation, we live in a world today in which someone can make a career out of their love of wine, their love of shopping, their love of putting on makeup. contrast that with the past. it was exciting to read about a baguette maker in paris in the new york times. he was the tunisian immigrant viewed as the best baguettemaker in paris. in the past that would have been viewed as just a job, just a mechanical thing. he said you have to understand i am an artist. what i do every day is magic. this guy is doing what he loves uncontrollably. that is what yo

the book, small fry is a memoir written by steve jobs' daughter.f you saw the movie steve jobs, you remember the two had a complicated relationship. new excerpts seem to support that. for long time jobs refused to acknowledge he was even her father. though he name d a computer aftr her. you can see more during the 8:00 a.m. hour of the today show. >>> happening today, the first of two benefit events for victims of last fall's north bay firestorm. it will benefit a relief fun victims in sonoma county. tonight's event includes community storytelling by local fire victims. tomorrow night it's an acoustic event featuring country music star brad paisley. >>> we're going to check your weather and your traffic. let's start with rob. i know as we deal with the fires up there in the northern part of the state, winds are an extreme hazard. >> localized winds. that's been the focus of a lot of research with our partners at san jose state. the fire weather lab have been studying things like this, fire whirls. this video shows you a smaller version of a whirl c

bringing back in their co-founder, steve jobs.teve jobs died in october 2011, the company was worth $343 billion. tripling to cross over the trillion dollar threshold today. >> trish: thanks, susan. from celebrating capitollism. the superstar to the left is ready for her hollywood close-up. democratic socialist alexandra i can't cortez is pushing medicare for all, tax hikes on the rich and universal jobs guarantee. so on a day when apple, a symbol of american capitollism makes history, which message is going to win out in november? let's ask fbn's charles payne, liz harrington of the washington free beacon. what do you think? >> what is interesting, alexandria ocasio-cortez and others on the left saying this is not venezuelan-style socialism. it's canadian-style or sweden-style or, you know, norway-style socialism. the fact of the matter is -- >> shepard: it's socialism. >> right. and what we're talking about, you want to compare this to apple. apple could never pass in any of those countries. the biggest tech company in canada is

then they brought in steve jobs. and the story of where apple has gone since then. when steve jobs died in october 2011, apple was worth $343 billion. tripling since then to be over a trillion dollars. shep? >> shepard: only $3 billion when he came in there. man alive. thanks. there's word that google might be giving in to communist china now. eight years ago, google shut down their search engine because of censorship and hacking there. according to multiple records, google is working on a censored search engine just for china. back to susan lee for that. you were in hong kong in 2010, covered their fight with the chinese government. how surprising is this? >> very surprising. in 2010, when google exited the search market, it was an acrimony use split. sergei bryn compared the chinese government to a regime. now they're saying that google is kowtowing to china's censorship rules. we saw some translation apps there. we bought a half billion dollar stake in one of the largest retailing companies in the country. you kno

the production job better there's plenty of people - >> in the last six years, in the leadup to steve jobs' untimely death, a lot of people thought when he was not with this company anymore, it was a real problem. he had been grooming -- this shows a glaring difference with what's going on with tesla they were grooming tim cook. he was a supply chain guy. he basically went from making 10 million ipods a quarter to 100 million to hundreds of millions of iphones to me, there is some precedence for this whether or not he needs to be there and who's going to stick up for him we just saw this with travis and uber this is a company that at its valuation was at $69 billion when he got booted. >> it's not as though they're not doing anything they're making teslas. granted, he set himself up for failure. he has been overpromising and underdelivering but he has been delivering something, right? that's worth it. at the right price, someone will step in there. >> i agree i think somebody is and it's very different than uber. >> the investor base is buying this stock for him, period, end of story he's

powerhouse spanning entertainment culms of course it started in the garridge of the co-founder steve jobs in one thousand nine hundred seventy six apple has changed how we communicate with each other and how business conducts their daily comma i want to talk more about this now with sophie szymanski our correspondent on wall street now sophie many people say that the success of apple is down to the fact that it can in force high prices basically we're addicted to all phones so how long can the company keep that up. well the i phone or really any apple product has always been more than just a laptop or a phone it is still after that day a status symbol and design is playing big role as well f one has had the reputation of the number one visionary in the industry with the steve jobs even more about in the past fierce competitors have caught up and offered just as advanced a product for less money and in some quarters the numbers have shown signs of slowing demand for i phones maybe not every consecutive quarter but cook is getting the company ready by focusing on services and turned them in

player in personal computers into a global powerhouse spanning entertainment and communications steve jobs as we know started the company in his garage back in one nine hundred seventy six those were the days apple has changed how we communicate with each other and how business is conduct daily commerce. investors and wall street loved this i want you to listen to this moment so i knew a little bit about the company and i thought well if i'm in this world of. covering writing about entrepreneurs model i invest money in thought i did i don't really remember how much i bought but it was not a life changing amount that i bought it and held it. she's holding on to what right now i will because i would say i would say a good many things stop and i think it is sitting in a very comfortable position at the moment because i mean look at the i phone for example it's a status symbol now twenty years ago ten years ago even a status symbol may have been a luxury car in the kind of economy now where we most people can't afford a luxury car maybe the day when a car actually or they don't won't want to w

goea, that'sy an eye-opener. >> it is. >>> straight ahead, the daughter of apple founder steve jobs isionship with her father was really like. but first, these messages. dear great-great grandfather, you made moonshine in a backwoods still. smuggled booze and dodged the law. even when they brought you in, they could never hold you down. when i built my family tree and found you, i found my sense of adventure. i set off on a new life, a million miles away. i'm heidi choiniere, and this is my ancestry story. now with over 10 billion historical records, discover your story. get started for free at ancestry.com discover your story. okay, i never thought i'd say this, but i found bladder leak underwear that's actually pretty. surprised? it's called always discreet boutique. it looks and fits like my underwear. i know what you're thinking. how can something this pretty protect? hidden inside is a super absorbent core that quickly turns liquid to gel for incredible protection. so i feel protected and pretty. always discreet boutique. new color. new size. i wish i could tell ya how i feel abou

who do you think deserves credit for this, is this the journey that steve jobs put apple on or can wees for tim cook to fill, and i think today's news shows tim cook is billing them very efficiently, very admirably. he's very good on execution. what is it that he's executing then?” he's very good on execution. what is it that he's executing then? i think he's managed to keep the momentum going. the brand loyalty for apple, their building on the fact apple is an iconic american brand and their managing to sell it and keep that prestige, that cachet around the world and get that average sales price, which shocked many analysts, of $724, and largely to do with the iphone x, or some people call it the iphone x, or some people call it the iphone x, or some people call it the iphone x, that is the most popular phonein iphone x, that is the most popular phone in most major chinese cities today despite, as dave pointed out, some much cheaper rivals from china. of course, the iphone is ubiquitous, is there not a point when you reach saturation and the company can't really sell any more, expand

this is that a market cap that was three times what it was when steve jobs passed away, and that is just a number, but the numbers are still representative of this historical marker, which represents so many new products over the years, apple watch, etc. emily: apple isn't the first company to hit the trillion dollar market cap. it was actually petrochina, which fell as oil prices fell. caroline, you are digging into other historical markers here, and having the highest market cap isn't necessarily the recipe for success. caroline: certainly not. casting my mind back to microsoft, a key tech player, who back in 1999 hit that half trillion dollar mark and while it had four successive years of downward trajectory, it languished at the number 300 in terms of market capitalization. it does not always spell this will be a winning streak for the company. you mentioned petrochina. because oil prices crashed, it fell off its perch as well. so it does not always spell glory, but what is going to be taken into account with apple is not only is it ahead of the pack when it comes to the other in exc

steve jobs we are calling it : iphone. not forget that what is now the world's most valuable company was on the brink of bankruptcy as recently as the late 1990's. that was until cofounder steve jobs returned to the fold. since then, it was one success after another. in the seven years since his death, cook is steered the company to new heights by launching new devices like the apple watch and iphone x. he has also pushed the company deeper into new services, like apple music. which is now a key revenue. and cook and his team aren't stopping there. they are keeping apple on the technological edge. delving into self serving cars, augmented reality and health care. what does he think of apple's latest milestone? "i don't think about it, that's the truth. i still view apple as a pretty small company the way that we operate. i know it's not numerically, but the way we function is very much like that." to grow beyond $1 trillion, apple has to keep churning out cutting-edge smartphones while still finding its next big hit and gr

and when steve jobs recruited me to apple, i didn't know anything about computers.mpressed with the fact that during the cola wars of the 1970s, that pepsi had been outsold ten to 12 to one by coca-cola in 50% of the united states yet by the end of the decade, pepsi had become the largest selling consumer product in the world, or in the united states. and the way we did that was, we said coca-cola owns reality. perception leads reality. we've got to own perception. so we created the pepsi challenge, we did other things to own the experience. and steve said, you've got to teach me how to do that because i'm building this experience product. and apple does it today. it's all about the experience. that's what locks in the loyalty with consumers. great design, great experience, great materials, great, you know, image, prestige, to have an apple product. people love them and probably will continue to decades ahead. >> john scully. >>> next, just this morning the wife of a decorated marine veteran was deported. we'll hear the pleas from this american military family. it w

>> i think -- i can't imagine that steve jobs would ever do that kind of tweet i remember him duringhe option days and what he did was, he had very careful discussions off the record with a few reporters to get his point of view across and no big public statements there. everything was very carefully choreographed. twitter exposes your personality. so if you have a big personality that likes to make a lot of big waves, twitter is a big amplifier of that. elon has really ramped up his twitter activity and it has gotten him into trouble in a lot of cases i think there's a lawsuit about something he said about the thai rescue there and i think this is a piece with that, he's sort of using that to express his mind though i i can't imagine that he didn't have some sort of what would happen when he posted this tweet. >> you're right about that in terms of the words funding security, the board today, the discussion with elon addressed the funding for this to occur. what could that possibly mean? letter of intent in handshake? >> you would have thought it would be detailed in the blog post t

steve jobs was weird. steve jobs was not the nicest man. a lot of people. musk takes these huge risks and, you know, i've met with him. he's not a hale fellow, well-met guy. doesn't that come with the territory? >> sure, of course. what i always found about elon musk and others is that he goes so far out that there is no competition -- [laughter] paul: right. >> whether with spacex or tesla, he was so far out, you know, no one else is following. but of course now all of a sudden people are following. i love that about entrepreneurs. there was a hopkins, johns hopkins professor who wrote a book ten plus years ago called the hypermanic edge, and elon musk is the classic example. he's a little bit crazy, and he gets a lot of success. but it doesn't guarantee success. paul: right. >> you've got to deliver. and he chose to make cars. you know, he's not writing code and shipping them with zero marginal costs. he's shipping cars with 17 grand in cash in the frunk. so it's not a guarantee of success just because you're a little bit crazy. he always

charlie rose was a good friend of steve jobs. had chosen to bring up steve jobs and his care. so we had this interaction. with respect to you sir isn't it dangerous to say if you have never treated a person what might have or might not have been the consequence? sir by the way is always bad. i'm sorry, sort of mild panic sets in. in other words did you treat jobs? i didn't. you sort of get pulled into these rabbit holes you know where it doesn't really matter whether i treated steve jobs. the question is, were those facts i stated correct? certain ll ll ll lly others hadi had said. that's basically what i said. you know he significantly delayed the surgery. you know that. i think up to the fact he put himself at unnecessary risk by choosing an alternative course. the lesson is you don't go down the rabbit hole. who funded that study? what is your association with that funding? it is about the data, the quality of the data, the internal consistency of the data, that's what at issue. you always get pulled into the other things whic

and steve jobs in many ways was a visionary that changed the world.n door helped fuel a lot of these things. i would tell you that when i talked to all of them, it was pretty much to say most of the world's population would be moving to cities and between then and now, most of the world's population has moved to cities, more than half the human population now is in cities. i told them it would be nuts to assume we will continue to put vehicles the size of cars into pedestrian environments, and i think we've all now seen the rush of various kinds of electric scooters that are flooding cities, somewhat to the dismay of people i think they all understood there would be a revolution in personal transportation at the pedestrian level, and it is happening. >> dean, lastly before we let you go, i just want to get your thoughts on the idea of safeguarding american tech we see this playing out now in trade tensions with china, discussions over ip theft. we see it play out with lawmakers strengthening cfius and taking a closer look at international deals. is th

is it the deep voice is it the steve jobs i mean, these were -- these are brilliant thinkers and they> right and i think the answer to in is she's a very smart woman, very charismatic. one aspect of her is that she really did believe in her vision she really did believe that create this machine that would be able to run every test known to man off just a pinprick of blood, that that would really be good for society. >> right. >> and that it would do good and so, i think she has this condition called moral -- sorry, noble cause corruption, which is that she ultimately believed that what she was going to achieve once she got there was going to be a good thing for humanity, and therefore, every lie and every corner she cut along the way was justified. >> well, you know, one of the things that i think is astounding is this puppeteer, sunny! seemed like people didn't even know who he was until you wrote the book. >> right i mean, if you try to look him up on the web, you can't even find a photo of him. >> it's incredible. >> i think he's had the internet scrubbed but to people who had been

steve jobs is in ways you could not have imagined? ceo and i think this book complicates his legacy a lot. what i found new was just how deeply awkward he was, how strange. there are passages in the book about how he would make sexualised jokes to his young daughter and made people uncomfortable. i think his legacy is still being retold and i think that is what she's doing. i am not trying to justify the particular examples you give, but the fact steve jobs was a little strange, other than regular people, some would not see that surprising given the extraordinary things he went to do. yes. he was a multifaceted, located person and in the book there are moments ofjoy person and in the book there are moments of joy and person and in the book there are moments ofjoy and curiosity with him when he takes her roller—skating, shows up unannounced injapan to talk about god and consciousness when she is on a school field trip. he is multifaceted, complicated, brilliant person, but what she is doing in this book is not a biography of him, it is

steve jobs -- and steve jobs vision.his is "bloomberg markets." ♪ rishaad: early optimism, draining away. we're moving and trending higher. gently nudging higher. you could argue. there we go, the singapore trade at .5out of the gate percent. make a come at 25. let's have a look. 1/10 of 1% to the upside. take a look at what the yen is up to. ¥111, .73 against the dollar. losing closemark to 4% over the last two days of trait. investors seeing threats by the nine states to up the ante when it comes to tariffs. we will have more to digest before trade today. isbur ross signaling there going to be more pain ahead unless china reforms its economic system. certainly something to look at what -- look at. do we have a glimmer of hope? >> when you think about what is going on commit it is early in august. we have to see whether the external continue. for this friday, we have futures nudging higher. see a rebound may after the slump we saw over the past two days. this is as china says it is prepared and will have to retaliate wh

global powerhouse spanning entertainment and communications started in the carriage of co-founder steve jobs in one thousand nine hundred seventy six apple has changed how we communicate with each other and how businesses conduct daily cama. i asked our financial correspondent sophie szymanski whether the good times were set to continue for a couple. well the i phone or really any apple product has always been more than just a laptop or a phone it is still after the day a status symbol and design is playing a big role as well after all has had the reputation of the number one visionary in the industry with a c three jobs even more but in the past fierce competitors have caught up and offered just as advanced a product for less money and in some quarters the numbers have shown signs of slowing demand for i phones maybe not every consecutive quarter but cook is getting the company ready by focusing on services and turned them into a more important source of income but then again according to the youngest earnings consumers are just as willing as ever to purchase high priced products so maybe t