Initially the revenue was supposed to come from the hardware side.
The Pixar Image Computer sold for $125,000.
The primary customers were animators and graphic designers,
but the machine also soon found specialized markets in the medical industry
(CAT scan data could be rendered in three-dimensional graphics)
and intelligence fields (for rendering information from reconnaissance flights and satellites).
Because of the sales to the National Security Agency, Jobs had to get a security clearance,
which must have been fun for the FBI agent assigned to vet him.
At one point, a Pixar executive recalled,
Jobs was called by the investigator to go over the drug use questions, which he answered unabashedly.
"The last time I used that...," he would say,
or on occasion he would answer that no, he had actually never tried that particular drug.
Jobs pushed Pixar to build a lower-cost version of the computer that would sell for around $30,000.
He insisted that Hartmut Esslinger design it, despite protests by Catmull and Smith about his fees.
It ended up looking like the original Pixar Image Computer,
which was a cube with a round dimple in the middle, but it had Esslinger's signature thin grooves.