>>> WELCOME BACK TO "THE LEAD."
IN OUR MONEY LEAD, WHAT SHOULD 
HAVE BEEN A BIG WEEK FOR APPLE 
ENDED UP FAIRLY MEH.
THE COMPANY UNVEILED SOME NEW 
PRODUCTS INCLUDING AN UPGRADED 
iPHONE AND A CHEAPER VERSION AND
A KALEIDOSCOPE OF COLORS BUT 
WHEN A CHART OF YOUR STOCK OVER 
THE PAST WEEK LOOKS LIKE A 
CLIFF, I WOULDN'T EXACTLY PUT 
THE WEEK IN THE WIN COLUMN.
THIS LEAVES APPLE MANIACS ASKING
WHAT WOULD STEVE JOBS DO?
LET'S BRING IN STEVE JOBS' 
EXPERT, WALTER ISAACSON, 
PRESIDENT AND CEO OF THE ASPEN 
INSTITUTE AND FORMER CHAIRMAN 
AND CEO OF CNN.
HIS "NEW YORK TIMES" BESTSELLER,
"STEVE JOBS" WAS RELEASED IN 
PAPERBACK THIS WEEK WITH A 
YOUNGER JOBS FEATURED ON THE 
COVER.
WHAT WAS THE REASONING BEHIND 
THAT?
WHY THE YOUNGER -- 
>> AS HE WOULD SAY, THINK 
DIFFERENT.
THAT WONDERFUL ALBERT WATSON 
PICTURE THAT'S ON THE HARDBACK, 
HE'S DOING THAT SAME POSE AND IT
BECAME ICONIC BUT IT WAS ONE 
THAT THE COMPANY USES, EVERYBODY
USES.
I THOUGHT WELL, LET'S TRY 
SOMETHING DIFFERENT.
>> BUT THAT WASN'T PHOTOSHOP?
>> NO.
HE'S ACTUALLY DOING THE SAME 
POSE WHEN NORMAN TOOK THE 
PICTURE FOR "ROLLING STONE" IN 
1984.
>> ASSUMING THAT JOBS IS 
SOMEWHERE IN HEAVEN LOOKING DOWN
UPON US AND WATCHING WHAT'S 
HAPPENING TO HIS FORMER COMPANY,
WHAT DO YOU THINK HE WOULD HAVE 
MADE OF THE ANNOUNCEMENT THIS 
WEEK, THE CHEAPER iPHONE IN 
MULTIPLE COLORS, THE CRITICISM 
THAT APPLE IS NO LONGER AN 
INNOVATOR?
>> WELL, STEVE LEFT BEHIND A 
GREAT TEAM AND TIM COOK IS 
COMPETENT AS CHIEF EXECUTIVE 
OFFICER.
WHAT THEY'VE DONE SINCE STEVE 
STEPPED DOWN AS CEO IS THEY'VE 
TAKEN AN INCH OFF THE iPAD AND 
ADDED AN INCH TO THE iPHONE AND 
NOW TAKE $100 OFF THE iPHONE FOR
THE iPHONE 5C, IS NOT REALLY 
TRANSFORMING THINGS.
STEVE, EVERY THREE OR FOUR 
YEARS, JUST BLEW US AWAY BY 
PRODUCING A PRODUCT WE HAD NO 
IDEA WE NEEDED LIKE A TABLET 
COMPUTER.
AND THAT'S WHAT APPLE REALLY HAS
TO DO IN THE NEXT 12 MONTHS OR 
SO.
BECAUSE IT'S BEEN THREE OR FOUR 
YEARS SINCE THEY'VE HAD A 
TRANSFORMATIVE PRODUCT.
>> THEY ALSO DON'T DO, TIM COOK 
DOESN'T DO WHAT STEVE JOBS USED 
TO DO WHICH IS THE UNVEIL.
THE SHOWMANSHIP -- 
>> NOBODY WILL BE A SHOWMAN 
LIKE -- 
>> BUT WE KNOW EVERY TIME THEY 
HAVE A PRESS CONFERENCE WE HAVE 
AN IDEA OF WHAT THEY'RE GOING TO
DO AS OPPOSED TO LAST TIME, 
EVERYBODY WAS WHAT'S HE GOING TO
INTRODUCE.
>> ESPECIALLY BECAUSE STEVE WAS 
SO FANATIC ON PREVENTING LEAKS, 
HE PROBABLY SHOULD HAVE BEEN 
COMMUNICATIONS DIRECTOR FOR THE 
OBAMA WHITE HOUSE.
I REMEMBER ONCE WHEN AL GORE WAS
SAYING SOMETHING, HE WAS ON THE 
BOARD OF APPLE AND STEVE CAME 
DOWN ON HIM LIKE A TON OF 
BRICKS.
IT WAS ALWAYS A SURPRISE FROM 
THE ORIGINAL 1984 UNVEIL OF THE 
ORIGINAL MACINTOSH WHERE HE 
TAKES THE BLACK VELVET CLOTH 
LIKE A SHOWMAN AND WAS ABLE TO 
DO THAT UNVEIL.
THIS TIME AROUND, YOU KNOW, TIM 
COOK WAS THERE, HE SAID THE WORD
INCREDIBLE LIKE FOUR TIMES.
IT WAS LIKE IF THAT WAS A MAGIC 
WORD IN A DRINKING GAME, WE HAVE
KNOCKED OUT A FRATERNITY BY 
HALFWAY THROUGH THE SHOW.
BUT THE PROBLEM WAS, NOTHING WAS
INCREDIBLE.
YOU KIND OF KNEW WHAT WAS GOING 
TO HAPPEN.
SO I THINK, YOU KNOW, THEY STILL
HAVE GOT A GREAT TEAM THERE.
>> LOOK, I'M A FAN.
I HAVE AN iPAD, I'M HOLDING MY 
iPHONE, I WANT TO BELIEVE IN 
THIS -- 
>> THEY MAKE REALLY GOOD 
PRODUCTS.
THEY STILL DO.
GREAT COMPANY.
>> ARE THEY GOING TO WOW US EVER
AGAIN?
>> OH, SURE.
I DO THINK THAT, YOU KNOW, 
COUPLE YEARS AGO, WHEN STEVE WAS
NEARING THE END OF HIS LIFE, HE 
WOULD TALK QUITE A BIT ABOUT THE
THINGS THAT HE REALLY WANTED TO 
DO, TRANSFORM, THE NEXT WOW, 
HAVING DONE A TABLET, HAVING 
DONE A PHONE, HAVING DONE A 
MUSIC PLAYER.
I THINK HE WOULD LOVE TO HAVE 
BROKEN THE SORT OF BRAIN-DEAD 
WAY TV IS CONNECTED TO REMOTE 
CONTROLS, TO CABLE AND YOU DON'T
REALLY HAVE CONTROL, YOU CAN'T 
JUST WALK INTO A ROOM LATE IN 
THE EVENING AND SAY PUT ON THE 
LATEST JAKE TAPPER AND BOOM, THE
TV PUTS IT ON FOR YOU.
YOU GOT TO FIGURE OUT WHAT 
CHANNEL IS IT ON.
>> I DON'T KNOW ABOUT YOU.
I HAVE LIKE 15 DIFFERENT 
REMOTES, I GOT THIS ONE, THAT 
ONE, THIS ONE TO FIGURE IT OUT.
>> RIGHT.
THAT'S THE WAY IT WAS WITH MUSIC
BEFORE STEVE DID iTUNES AND THE 
iTUNES STORE AND THE iPOD.
HAD TO FIGURE OUT HOW TO GET THE
ALBUM, IF YOU WANTED A 
PARTICULAR SONG, YOU HAD TO PUT 
IT IN YOUR MP-3 PLAYER.
HE SAID ANY SONG YOU WANT, 1,000
SONGS IN YOUR POCKET, 99 CENTS 
PER SONG.
THE WAY HE DID IT WAS NOT JUST 
THE GREAT HARDWARE AND SOFTWARE 
THAT WAS TIED TOGETHER.
IT WAS BROWBEATING THE CONTENT 
COMPANIES TO SAY TO THEM, THE 
MUSIC COMPANIES, YOU GOT TO SELL
IT BY THE SONG, WE'RE GOING TO 
DO IT IN THE iTUNES STORE.
SO IN SOME WAYS, IT'S JUST
