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Steve Jobs often switched off his phone when working on future products, reveals co-worker

Former Apple CEO Steve Jobs used to switch off his iPhone while he worked on the mockups and prototypes of future Apple products that he referred to as his toys, according to Naz Beheshti, who worked as Jobs' executive assistant.

twitter-logoYasmin Ahmed | April 7, 2021 | Updated 17:00 IST
(Picture: Reuters)

Highlights

  • Beheshti, whose first job was as Jobsí executive assistant has released a book in which she has noted several anecdotes from the time she worked with Jobs.
  • She noted that it was a misconception when people perceived Jobs as a workaholic because he gave importance to his holistic well-being.
  • She also noted that Jobs gave importance to his holistic well-being, which gave him the energy and the clarity, and the vision to sustain his success and build Apple.

Late Apple CEO Steve Jobs is often perceived as a workaholic who had a serious nature and worked long hours. Naz Beheshti, who worked as Jobs' executive assistant in several interviews has noted that it was a misconception and that Jobs took out the time for his holistic well-being. Jobs used to switch off his iPhone while he thought about potential future products and when he worked on the mockups and prototypes of future Apple products that he referred to as his toys in Apple's former head of design, Jony Ive's office,

Beheshti, whose first job was as Jobs' executive assistant has released a book called "Pause. Breathe. Choose.: Become the CEO of Your Well-Being." She has noted several anecdotes from the time she worked with Jobs in the book.

"I quickly discovered what playtime looked like for Steve Jobs, and how it was one of the keys to his success as a great innovator. Whenever someone was looking for Steve, or whenever he could not be reached on the phone, there was only one place he would almost unerringly be found: In the office of Jony Ive, Apple's former chief of design officer," Beheshti writes in her book as quoted by BGR. "We would lose our minds trying to get in touch with him, trying to get him to his meetings. At some point, we would have to call Jony's office and enlist his help in dragging Steve away from his playtime His time with Jony gave him space and occasion to laugh, imagine, create, and feel a renewed sense of freedom."

Beheshti's book is a guide for self-discovery, better choices, and purposeful growth, as the book's description puts it, and Jobs was a major influence on her well-being, she noted. She told CNBC in the midst o being a tough boss, Jobs made it a point to prioritise his wellbeing, which gave him the energy and the clarity, and the vision to sustain his success and build Apple.

Under the leadership of Steve Jobs and Steve Wozniak, Apple released well-regarded products such as the Macintosh computer in 1984, the iMac in 1997, the iPod in 2001, the iPhone in 2007, and the iPad in 2010. Jony Ive and current CEO Tim Cook joined Apple in 1996. Last year in August, Apple became the first publicly listed company to reach the $2 trillion mark in US history. In August 2018, Apple became the first US company to reach the 1 trillion dollar mark. It took Apple 42 years to achieve the market value of $1 trillion but just two years to double it.

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