Hey Apple, why don’t you make the movie only you can make?

Apple is growing. Image c/o Luci Flores/Flickr https://www.flickr.com/photos/luci-flores/

Apple is growing. Image c/o Luci Flores/Flickr https://www.flickr.com/photos/luci-flores/

Apple is apparently keen to listen to great ideas for original TV content, according to Jimmy Iovine speaking to Nikkei this morning.

But is the company already sitting on an idea that it should already have started working on?

I think it is. And I think the ideas is Steve Jobs.

Since Jobs left the planet I have been utterly underwhelmed by every official and unofficial biography; I was offended by the series of second rate movies about the man. I think each one has been an utterly wasted opportunity to articulate deeper truths about the man.

Instead I have not once not one seen anyone attempt to capture his true complexity. Instead we’ve been treated to the kind gross oversimplification.

I can’t imagine a famous individual who has not had someone attempt to distil their complexity some form of biographic homage. Why has this man been an exception?

I know or have known lots of people at Apple — I even met Jobs along the way — and the character described in the movies etc doesn’t seem to be the same guy.

I know he had his faults — we all have faults, so what? But he had other  characteristics, too – and these have not become part of his life story. Why not?

Apple can fix this.

Apple has access to hundreds of people who have the first hand knowledge and personal anecdotes to describe the man, so why not use this access to deliver the world’s first useful biography?

I would like to think in 100-years time some 12-year old child may be inspired by knowing something of the man behind the legend, rather than being disappointed at the repetition of the over-simplified version of his life peddled by the second rate biographies that have shamefully fallen short of explaining his life so far.

So if Apple is looking for an idea for original content it could create, perhaps it should start with the one it has locked inside its own story. I don’t think the company should make a saint of him, of course — just try to explain his true character, as the chroniclers of record so far have done an utterly shameful job. Blokes like him need to be better understood as we need more of them.

Jonny Evans

Watching Apple since 1999. I don't say what they should do. I say what they might do. They sometimes do.

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