«All his energy is directed at making the keynote the perfect embodiment of Apple's messages. Steve doesn't give up much of his personality even in rehearsals. He is strictly business, most of the time.»

«That chief executive is Steve Jobs, and I know why that speech makes an impact. To a casual observer it is just a guy in a black shirt and jeans talking about some new technology products. But it is in fact an incredibly complex and sophisticated blend of sales pitch, product demonstration and corporate cheerleading, with a dash of religious revival thrown in for good measure. It represents weeks of work, precise orchestration and intense pressure for the scores of people who collectively make up the 'man behind the curtain.' I know, because I've been there, first as part of the preparation team and later on stage with Steve.»