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Under the Influence from CBC Radio

165 EpisodesProduced by CBC RadioWebsite

Under the Influence gives listeners a rare backstage pass into the hallways, boardrooms and recording studios of the ad industry.Join host and adman Terry O’Reilly for fascinating (and humorous) stories that connect the dots between pop culture, marketing and human nature.

27:27

S1E08 (Archive) - The Marketing Genius of Steve Jobs, Part 2

From the Digital Box Set: This is part two of our look at Steve Jobs the marketer. This episode traces his triumphant return to Apple after being banished for 12 years and his bold choice to release advertising that suggested Apple was on the cusp of greatness, even though the world knew it was on the brink of disaster. But that bravado pays off as Jobs inspires his company and releases the iMac, iPod, iTunes and Apple retail stores all in the same year. Then Jobs hits his stride and releases not only the iTunes store but the iconic iPhone, and with it, some of the most effective advertising the industry has ever seen. His marketing instincts and his courage further propel Apple to even greater heights with the iPad. And even as he is diagnosed with cancer, he manages to build Apple into the second most valuable company in the world.
This is an archived episode that aired originally on February 25, 2012.

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