Steve Jobs — The Turtleneck That Launched a Trillion Dollars

Jobs made the product keynote into a cultural event. "One more thing" became the most anticipated phrase in technology. His black turtleneck, New Balance 991s, and Levi's 501s were a deliberate anti-fashion statement that became the most recognizable CEO uniform in history. He was fired from his own company in 1985, built Pixar into a $7.4 billion Disney acquisition, returned to Apple, and launched the iPhone — generating $2.3 trillion in cumulative revenue. Jobs died in 2011, but Apple is still psychologically his company. Tim Cook runs it. Steve still haunts it.