Steve Jobs is perhaps one of the computing world’s most famous figures – father of Apple Computers, innovator and creator of many of today’s most common technological devices. Steve Jobs as an image has come to represent everything Apple. His image in popular culture reminds of everything we love and hate about the company – user friendly gadgets as well as tightly gripped control over the masses. Jobs’ typical image hasn’t changed over the years – we’re all familiar with his trademark black turtleneck and blue jeans.
This picture – probably taken by his personal biographer – illustrates all of this. The image is in black and white, trying to show very clearly who Steve Jobs is and what he represents – simplicity, up front clarity and innovation. He’s posed in a ‘thinking’ position, so that when we see this image and recall it later we’ll be apt to remember him in that way. His glasses and beard point to typical ‘old wise-man’ imagery invoking more of the same. Depending on your view of Jobs, this image may also illustrate dominance, witty thinking and the role of a Big Brother, behind-the-scenes puppeteer.
What we don’t see is the rest of his body, his surroundings, no Mac products, etc. These choices were probably all intentional so as to emphasize his branding recognition and to endorse the “Mac style” as opposed to Steve Jobs a specific Mac product.
Here, he’s in living color, without his ‘nerdy’ glasses, pulling off his ‘boring’ suit in a ‘Superman’ pose. This picture can paint Jobs as a hero, a savior almost, to the company and to computing society at large. If you have a positive view of Jobs, this image can invoke super saturated versions of the feelings from the original. Some people may also feel that are sharing or at least taking part of Steve’s dream to make our computing experiances more enjoyable. “Steve Jobs is THE Apple guy, he’s superhuman and if you use Mac products, so are you.”
This can also be taken as a sarcastic view on the traditional Steve Jobs image. Some people who use Apple products put Steve Jobs on a pedestal because people that buy his iPhone usually have his other products like laptops and iPod, iPad feel that are apart of apple. Jobs is known for perpetuating “being a Mac”, “the Mac lifestyle” and so on.