In his 1983 talk at the International Design Conference in Aspen, Steve Jobs articulated a powerful vision for the future of personal computing. He saw the computer not just as a tool, but as a new medium of communication, on par with the book, the telephone, and the television. Just as each of these mediums had shaped the way we communicate, Jobs believed that the personal computer would profoundly transform our lives.
Jobs drew an analogy between the evolution of the electric motor and the computer. Initially, both technologies were large and expensive, limiting their use to specific applications (0:00-1:26). However, the invention of the fractional horsepower electric motor brought power directly to where it was needed, leading to widespread adoption (0:00-1:26). Similarly, Jobs argued that the development of the microprocessor, a "computer on a chip," enabled the creation of affordable personal computers, ushering in an era of "fractional horsepower computing" (1:26-1:59).
The reason Apple exists is because we stumbled on to fractional horsepower Computing five years before anybody else (0:00-1:26).
This revolution, Jobs predicted, would see computers become ubiquitous, not only in offices and educational settings but also in homes (1:26-1:59). He stressed the importance of good industrial design and software design, arguing that the time spent interacting with computers would soon rival or exceed the time spent in automobiles (1:26-1:59).
Jobs's most significant insight was his framing of the personal computer as a new medium of communication (1:59-3:38). He noted that each medium had its own unique opportunities and limitations, shaping both the content and the process of communication (1:59-3:38).
Comparing the telephone with electronic mail, Jobs highlighted how the computer changed the nature of communication. Unlike a phone call, where both parties must be present simultaneously, email allowed for asynchronous communication, enabling people to send and receive messages at their convenience (1:59-3:38). This asynchronicity, Jobs believed, would become even more significant with the development of portable computers with radio links (1:59-3:38).
Jobs warned against falling back into "old media habits" when using this new medium (3:38-5:32). He cited early television programs, which were essentially radio shows with a camera pointed at them, as an example of this tendency (3:38-5:32). It took time, Jobs argued, for television to evolve into its own distinct medium, capable of delivering experiences like the JFK funeral and the Apollo Landing that were impossible with previous mediums (3:38-5:32).
Similarly, Jobs believed that the personal computer was still in its infancy, akin to the "I Love Lucy stage" of development (5:32-7:40). Early applications focused on traditional tasks like business accounting, reflecting a failure to fully grasp the potential of this new medium (5:32-7:40).
Jobs pointed to the Lisa computer, with its graphical interface and drawing capabilities, as an example of breaking free from these old habits (5:32-7:40). Lisa allowed users to combine pictures and words, send drawings electronically, and interact with computers in a more intuitive way (5:32-7:40).
Jobs also envisioned a future where programming would become more accessible, moving away from complex languages and towards graphical interfaces and intuitive tools (7:40-9:18). He believed that this shift would empower more people to create software, leading to a proliferation of innovative applications (7:40-9:18).
Jobs highlighted the potential for individual programmers to create successful software businesses, citing the example of a 13-year-old who was making $44,000 a week selling game programs for the Apple II (7:40-9:18). This, Jobs believed, demonstrated the transformative power of the personal computer and its ability to democratize software development (7:40-9:18).
Jobs's 1983 talk captures a pivotal moment in the history of personal computing. It articulates a vision that has largely come to fruition, where computers have become ubiquitous, intuitive, and powerful tools for communication, creativity, and knowledge sharing. Jobs's insights into the computer as a medium remain relevant today, as we continue to explore the ever-expanding possibilities of this technology.