Gil Amelio

And so Steve Jobs came on board in Apple again as an informal advisor to the CEO at the time.

But within months, the board f-fired that other CEO, a guy named Gil Amelio, and Apple had a big...

They were having losses and all sorts of problems.

So Steve Jobs, who had been reluctant to take a job at Apple, uh, took the role.

Sculley's gone.

A parade of CEOs has come and gone, and now it's Gil Amelio and Alan Hancock who are running things.

And by all accounts, Gassée came in a little too strong with his demo.

He made some wild claims about BeOS and how it was up and running and ready now, and a new complete version was just weeks away.

Let's make a deal." So he, he's, he's pushing it now.

Okay.

And Gil Amelio, in his memoir, says they took it very seriously.

This is what Gil wrote: "I was getting warnings about dealing with Be, advice based on personality rather than technology.

It was killing Apple's market share even more than it already had been killed.

And this is just another sign that Gil Amelio is right.

They have to do something and they have to do it fast because this is an untenable situation.

The more nerdy you are back in these days, the more into tech you are, the more deeply you delved into the nitty gritty technical details, the more you have been panicked for years.

...

John Sculley, Gil Amelio.

Yeah, that, that just didn't, just didn't land well, and I think that that's the thing that, you know, the hope is that people can learn from these types of scenarios.

But unfortunately, these mistakes keep getting made over and over.

And, you know, years later, it, it's proven out, um, but I think that, that's not the case here.

It's almost a preemptive, like, let's not let it break, right? And, and, you know, John is a product of the culture.

That's unique, right? Gil Amelio was not a product of Apple culture.

Uh, John Sculley was not.