Steve Jobs: The Objects Of Our Life (1983)

The Story. On a sunny June morning in 1983, Steve waits at the back of a giant tent, ready to take the stage at the International Design Conference in Aspen. This year's theme is “The Future Isn't What It Used to Be,” and he is here to talk about computers to an audience of several hundred designers and design-lovers.

Steve rarely attended design conferences. This was 1983, before the launch of the Mac, and still relatively early days of Apple. I find it breathtaking how profound his understanding was of the dramatic changes that were about to happen as the computer became broadly accessible. Of course, beyond just being prophetic, he was fundamental in defining products that would change our culture and our lives forever.

In the talk, Steve predicts that by 1986 sales of the PC would exceed sales of cars, and that in the following ten years, people would be spending more time with a PC than in a car. These were absurd claims for the early 1980s. Describing what he sees as the inevitability that this would be a pervasive new category, he asks the designers in the audience for help. He asks that they start to think about the design of these products, because designed well or designed poorly, they still would be made.