Apple at 50: Fan Devotion, Steve Jobs & Brazil’s Price Paradox

Apple Inc. Marks its 50th anniversary this year amid a phenomenon rarely seen in the corporate world: a devoted following akin to a well-organized fan base. This loyalty, however, is not without its complexities, as evidenced by a series of unusual encounters some fans have had with the company’s late co-founder, Steve Jobs.

One of the most well-known stories involves Paulo Machline, a filmmaker who, in 1985, attended a meeting with Jobs in New York to discuss potential expansion of Apple’s business into Brazil. According to Machline, the meeting took a sharp turn when Jobs abruptly dismissed the idea, stating, “Brazil is not a serious country… I have absolutely no interest in doing business with Brazil.” The partnership never materialized.

The fervor surrounding Apple products has similarly led to instances of fans going to extraordinary lengths to connect with Jobs. Breno Masi, an entrepreneur, successfully unlocked the first iPhone in Brazil and attempted to personally thank Jobs for the innovation. He recounted being met with disdain. “He looked at me with a look of disgust, turned his back, and walked away,” Masi said. Undeterred, Masi traveled to Jobs’ home in the United States, only to be warned to exit to avoid legal trouble.

Steve Jobs, born February 24, 1955, in San Francisco, California, and adopted shortly after, co-founded Apple Inc. With Steve Wozniak in 1976. He was a central figure in the personal computer revolution of the 1970s and 80s. After being ousted from Apple in 1985, he founded NeXT and acquired Pixar, eventually returning to Apple in 1997 as CEO. He oversaw the development of iconic products like the iPod, iPhone, and iPad before resigning in 2011.

The devotion to Apple extends beyond direct interactions with its founder. Sérgio Miranda, a journalist, has visited over 70 Apple stores worldwide and maintains a comprehensive collection of Apple products, including every model of iPod.

Despite the intense loyalty, the cost of Apple products remains a point of contention. Brazil consistently ranks among the countries with the highest iPhone prices, a factor that reinforces the brand’s “premium” image. The iPhone launched in 2007, revolutionizing the mobile phone market and prompting competitors like Google to reassess their own designs, according to reports from the time.

Jobs’ final public appearance came as he pitched Apple Park, the company’s headquarters in Cupertino, California, months before his death in October 2011. He envisioned a campus that honored California’s natural beauty, with 80% of the land dedicated to native plants, replacing the previous owner’s parking lots and buildings. He personally selected many of the 9,000 drought-resistant trees now growing at Apple Park.