00:06[Music] f [Music] glad to meet you, EXC

00:54We're traveling

01:20[Applause] spe [Applause] [Music] the, uh, the doors have been locked and, uh, all of you that don't sign up to buy computers will stay here, and we will bring back the singers

01:52Uh, I am extraordinarily pleased to, uh, be able to be here with you

01:55This is one of my, uh, my personal, uh, one of my personal hopes and wishes, actually, is that I think that computers can radically revolutionize the educational process around the world

02:19And, uh, the average age at Apple, as you know, is about 29 or 30, and, uh, we haven't been out of college so long ourselves, at least most of the people at Apple haven't

02:30And, uh, it's very, very important to us

02:31And I think that, as you all know better than I, Europe is sort of a, doesn't exist

02:36It was just a word invented for the convenience of Americans and others

02:40And, uh, the fact that you're all here in this room, uh, as a step towards cooperating with each other, uh, in new ways, pleases me very much

02:51It's, uh, difficult enough to, uh, to get cooperation amongst competitive universities in America, and, uh, I think that that's great

03:03Um, what are we trying to do here? What are we trying to do? You can have many views of what a computer is

03:11My particular view is that a..

03:14Computer is a new medium, a new medium, one of the media: print, television, radio, and, uh, a computer will in the future be looked at, I think, more in this way—as a delivery vehicle for software, just like a book is a delivery vehicle for its own kind of software

03:37Whenever we develop a new medium, we generally tend to fall back into our old habits from our old media

03:44As an example, when television first came of age in America, the first television shows were simply a camera pointed at a radio show, and it took about 20 to 30 years for television to really come into its own

03:59In the late 1950s, we had this new medium of interactive video because of the laser disc, and what is the first thing we do with it? We put movies on it

04:11So again, we tend to fall back into our old habits

04:17In the same way, when the personal computer was invented, we tended to look at it as a smaller version of a big computer, so we put COBOL and Fortran and these bizarre things on it, and looked at it in terms of simple economics rather than the revolutionary nature that it really was

04:38Do you know who Alexander the Great's tutor was for about 14 years? You know Aristotle

04:44And I read this, I became immensely jealous, and I think I would have enjoyed that a great deal

04:56Deal, and, through the miracle of the printed page, I can at least read what Aristotle wrote without an intermediary

05:05Maybe if there's a professor, they can add to that, but at least I can go directly to the source material, and that is, of course, the foundation upon which our Western civilization is built

05:15But I can't ask Aristotle a question; I mean, I can, but I won't get an answer

05:25My hope is that in our lifetimes, we can make a tool of a new kind, an interactive kind

05:38When I look at the personal computer, we are, as you know, living in the wake of the last revolution, which was a new source of free energy—that was the free energy of petrochemicals, right? It completely transformed society, and we're products of this petrochemical revolution, which we are still living in the wake of today

06:00We are now entering another revolution of free energy

06:04Macintosh, as you know, uses less power than a few of those light bulbs, yet it can save us a few hours a day or give us a whole new experience

06:14It's free intellectual energy; it's crude, very crude, but it's getting more refined year after year after year, and in our lifetimes, it should get very refined

06:24So my hope is someday when the..

06:28Next, Aristotle is alive

06:28We can capture the underlying worldview of that Aristotle in a computer, and someday, some student will be able to not only read the words Aristotle wrote, but ask Aristotle a question and get an answer

06:49And, uh, that's what I hope that we can do

06:55So, this is a beginning

06:58Um, I think that, as you know, right now the computer industry is in the tank—personal computers, big computers, everything—and, uh, it's difficult

07:08It's a difficult time, but I'm sure that Henry Ford had a few bad quarters back in the 1920s, and the automobile had a sort of historical imperative

07:20The minute it was invented, a sequence of events had to happen

07:26The same is true with the personal computer

07:29There is a tremendous momentum behind this, and I think that this year may be a delay

07:34This year, we may look back and say, "Well, 1985 was a slow year," but there is such momentum behind this that it will happen

07:43It will permeate and change forever our educational processes

07:46My hope again is that not too many generations of students will pass through before this happens

07:57It will happen within 20 years; it probably will happen within 10 years, but it could happen within 5 years

08:04I am going back to the United States this..

08:07Weekend, uh, and then about two weeks from today, I'll be in the Soviet Union for the first time in Moscow, because one of my dreams has been to, uh, sell Macintoshes in the Soviet Union

08:16One of the highest agendas on my priority list is to, uh, get them starting to think about exactly the same thing

08:29So maybe six months, or a year, or a year and a half from now, we can have some, uh, Soviet schools here at our Europe Consortium meeting

08:48But first, I would like to say that I find it very interesting to meet Mr

08:56Jobs arriving as he was out of the, uh, blue; big blue

09:00After making about three circles, we were certain to notice that there was something in the air, and you can almost hear everybody saying there is something in the air tonight

09:25Anyhow, I felt somewhat like the, uh, Finnish Prime Minister, Mr

09:35Carran, when he spoke very bad English too, and they had to prop him up heavily with language tuition before he met Mr

09:46Henry Kissinger, arriving from the States

09:49I don't think it was in a helicopter, but it was in a big jumbo plane

09:58Anyhow, they taught Kissinger the essential phrases, and these were welcome, nice weather, and lastly, how are you? Kinan learned those words, and he was very happy

10:17Damn it, now he comes

10:17I know the language, and out steps kissing her, and Carin steps forward to him

10:23All his teachers are very worried: will he do it? Can he do it? Can he speak English? And he says, "Welcome!" Oh, and then he goes into the second phrase: "Nice weather, nice weather," and the third phrase: "And who are you?" Well, it was great meeting you, and I will stop making jokes with Steve Jobs, who is such a nice fellow and is giving so much of himself and his dreams

11:06We have been very happy at Lund University for this association with Apple

11:12I have never been worried that by eating Apple, we should start thinking Apple, but other people have been worried about that

11:21I'm not so worried either about computers

11:24Some people are; they feel that they will deform our minds

11:30I do not think so

11:30I happen to think of yesterday something that other people have thought about many times, namely the relation to the car

11:39When I came to Lund many years ago, after the war, a friend of mine bought a Volkswagen

11:44You could almost call it a Mac Volkswagen

11:49And I said, "What is it like having a car, an idiotic machine which cannot think? It just does what you tell it to do." And he says, "It is..." Like the Seven Mile boots of the fairy tale, no, we have tales in Sweden, and one of them deals with the Seven Mile boots

12:12Boots that you put on your legs, and with them, you could take seven miles in each step, and you got a huge distance by wearing these boots

12:21To me, that was a wonder of the car, because with the car, you could go seven miles without noticing it

12:30With computers, you can do a lot of things that you couldn't otherwise do, and with machinery like that, the only problem is in the human mind and not in the computer

12:47It's just like the boots, and we are talking here about connecting many brains and many computers in a worldwide network, which will hopefully solve all the problems

13:02I'm not entirely certain that it will, but it will help

13:06Of course, the networking reminds me of a story of the building workers

13:13It's actually an example from the school mathematics days where the problem was, if it takes seven days for six men to build a wall which is 100 meters long, how long does it take for 10,000 men? The answer is just less than a second

13:38I'm reminded of that story when people at Apple and other places tell me how we connect all the universities of the

13:46World, and then if we have one really big problem, we put it into the bitnet, and out pops the answer, even from Aristotle

14:04[Applause] Now finally, I've heard that Apple has been having some trouble, and we have always been very generous towards the industry

14:15We like to support it, and there are no strings attached; your integrity will not be broken

14:27I think you need a fresh supply of silicone oxide, so I would like to give you, Steve from the University of Lund, this unique piece of Swedish glassware

14:47It has the emblem of the University of Lund

14:50If you put the Mac in the back, I don't mind

14:55If you had been really hard up, I would have sent it around for [Applause] cash and a finn word

15:30Give my love to M

15:34[Music] [Applause] Gorbachev.