Steve Jobs chose Apple Computer by 5 p.m. that day because he liked apples and Atari was in his old phone book. The name fit their philosophy that simplicity is the ultimate sophistication.
We simply decided that we were going to call it Apple Computer, and no one suggested a better name by 5 o'clock that day. And partially because I like apples a lot, and partially because we had Atari in the phone book and I used to work at Atari. But we reexamined it on a regular basis, and we found that the juxtaposition of something that seemed to epitomize what we were going after, which was the simplicity and yet very refined sophistication. You've seen our first brochure, probably, some of you have it. The title of it was "Simplicity is the Ultimate Sophistication." And that wasn't just a bullshit slogan, it actually was really what we've been striving for. And the apple seems to symbolize that. So I think we're going to stick with it.
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