What Inspired Steve Jobs and Who Steve Jobs Inspired

(p. A13) Katie Cotton, who as Apple’s longtime communications chief guarded the media’s access to Steve Jobs, the company’s visionary co-founder, and helped organize the introduction of many of his products, died on April 6 [2023] in Redwood City, Calif.

. . .

Ms. Cotton . . . chose which reporters could speak to Mr. Jobs (even though he would occasionally speak, on his own, to journalists he knew well). In 1997, she invited a Newsweek reporter, Katie Hafner, to watch, along with Mr. Jobs, the first commercial in Apple’s new “Think Different” advertising campaign.

A tribute to “the crazy ones, the misfits, the rebels and the troublemakers,” a narrator intoned as the commercial opened with a still picture of Mr. Jobs holding an apple in his left hand; it continued with clips of people who changed the world, among them Albert Einstein, Pablo Picasso, John Lennon, the Rev. Dr. Martin Luther King Jr., Thomas Edison and Muhammad Ali.

“I looked over and Steve was crying,” Ms. Hafner, who wrote about Apple for Newsweek and later for The Times, said in a phone interview. “I looked at Katie, and I couldn’t tell if she was moved or feeling triumphant — I don’t know — but I was filled with admiration for her, because she knew how to play this and to give me access.”

. . .

After Mr. Jobs died, the advertising agency TBWA/Media Arts Lab screened a proposed commercial for Ms. Cotton and two other Apple executives.

“It’s sad when a founder dies,” the commercial began, as recounted by the journalist Tripp Mickle (who now covers the tech industry for The Times) in “After Steve: How Apple Became a Trillion-Dollar Company and Lost Its Soul” (2022). “You wonder if you can make it without him. Should you put your brave face on for the world, or just be honest?”

When it finished, Ms. Cotton was weeping.

“We can’t run this,” she said. They never did.

For the full obituary see:

Richard Sandomir. “Katie Cotton, 57, Media Vice President at Apple Who Had Jobs’s Back.” The New York Times, First Section (Sunday, May 7, 2023 [sic]): 30.

(Note: ellipses, and bracketed year, added.)

(Note: the online version of the obituary has the date May 4, 2023 [sic], and has the title “Katie Cotton, Who Helped Raise Apple’s Profile, Dies at 57.” The online version says that the print version is on p. 28. In my national print version, the obituary is on p. 30.)

The book by Mickle mentioned above is:

Mickle, Tripp. After Steve: How Apple Became a Trillion-Dollar Company and Lost Its Soul. New York: William Morrow, 2022.