But he also realized, deep inside, that he had increasingly abandoned the hacker spirit.
Some might even accuse him of selling out.
When Wozniak held true to the Homebrew ethic by sharing his design for the Apple I for free,
it was Jobs who insisted that they sell the boards instead.
He was also the one who, despite Wozniak's reluctance, wanted to turn Apple into a corporation
and not freely distribute stock options to the friends who had been in the garage with them.
Now he was about to launch the Macintosh, a machine that violated many of the principles of the hacker's code:
It was overpriced; it would have no slots,
which meant that hobbyists could not plug in their own expansion cards or jack into the motherboard to add their own new functions;
and it took special tools just to open the plastic case.
It was a closed and controlled system, like something designed by Big Brother rather than by a hacker.
So the "1984" ad was a way of reaffirming, to himself and to the world, his desired self-image.
The heroine, with a drawing of a Macintosh emblazoned on her pure white tank top, was a renegade out to foil the establishment.
By hiring Ridley Scott, fresh off the success of Blade Runner, as the director,
Jobs could attach himself and Apple to the cyberpunk ethos of the time.
With the ad, Apple could identify itself with the rebels and hackers who thought differently,
and Jobs could reclaim his right to identify with them as well.
Sculley was initially skeptical when he saw the storyboards,
but Jobs insisted that they needed something revolutionary.
He was able to get an unprecedented budget of $750,000 just to film the ad,
which they planned to premiere during the Super Bowl.
Ridley Scott made it in London using dozens of real skinheads among the enthralled masses listening to Big Brother on the screen.
A female discus thrower was chosen to play the heroine.
Using a cold industrial setting dominated by metallic gray hues, Scott evoked the dystopian aura of Blade Runner.
Just at the moment when Big Brother announces "We shall prevail!"
the heroine's hammer smashes the screen and it vaporizes in a flash of light and smoke.