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#19 Becoming Steve Jobs
Founders
How Steve Jobs Disdained Distribution Channels
In early 1998, just a few months after his return to Apple, he asked his chief information officer Nael O'Connor to come up with a proposal for an online store where Apple could sell its computers directly to customers. Steve disdained all these outlets. The tacky, low margin hustle of these chains ran completely against the minimalistic aesthetic of his products and the clean exuberance of his marketing. Eddie Q sketched out an initial version of what the store might look like from a programmer's perspective.
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