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Before the column was published, Jobs called Nocera and said:“You think I’m an arrogant asshole who thinks he’s above the law, and I think you’re a slime bucket who gets most of his facts wrong.” Jobs got in a huge fight with his ad team over what the iPad commercials should look likeJobs got in a huge fight with his ad team over what the iPad commercials should look likeSteve Jobs wanted to make a big splash with the iPad's ad campaign. He didn't like the first round of promo videos, so he called up James Vincent, the man in charge of the ads and told him:“Your commercials suck...The iPad is revolutionizing the world, and we need something big. You’ve given me small shit.”That triggered an argument between the two men. Jobs couldn't decide what he wanted, he just wanted Vincent to come up with something new and exciting. After a lot of back and forth, the "Revolution" ad campaign began.
Steve Jobs unleashed on Ryan Tate for criticizing Apple's "closed" App StoreSteve Jobs unleashed on Ryan Tate for criticizing Apple's "closed" App StoreRyan TateWhen Gawker's Ryan Tate wrote an e-mail to Steve Jobs asking why he denied developers the "freedom" to create what they wanted on the iPad, it kicked off a heated exchange of e-mails.Jobs got the final word:“By the way, what have you done that’s so great? Do you create anything, or just criticize others’work and belittle their motivations?” he wrote.Why was Jobs such a rude person?Why was Jobs such a rude person?ScreenshotIsaacson asked Jobs' best friend Jony Ive what he thought. Here's his response:I once asked him why he gets so mad about stuff. He said, "But I don't stay mad." He has this very childish ability to get really worked up about something, and it doesn't stay with him at all. But, there are other times, I think honestly, when he's very frustrated, and his way to achieve catharsis is to hurt somebody. And I think he feels he has a liberty and license to do that. The normal rules of social engagement, he feels, don't apply to him. Because of how very sensitive heis, he knows exactly how to efficiently and effectively hurt someone. And he does do that.