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    core products, and he would care, sometimes obsessively, about marketing and image and even the details of packaging. “When you open the box of an iPhone or iPad, we want that tactile experience to set the tone for how you perceive the product,” he said. “Mike taught me that.”

    Regis McKenna

    The first step in this process was convincing the Valley’s premier publicist, Regis McKenna, to take on Apple as a c. Fake Oakley Sunglasses lient. McKenna was from a large working-class Pittsburgh family, and bred into his bones was a steeliness that he cloaked with charm. A college dropout, he had worked for Fairchild and National Semiconductor before starting his own PR and advertising firm. His two specialties were doling out exclusive interviews with his clients to journalists h. Cheap oakleys he had cultivated and coming up with memorable ad campaigns that created brand awareness for products such as microchips. One of these was a series of colorful magazine ads for Intel that featured racing cars and poker chips rather than the usual dull performance charts. These caught Jobs’s eye. He called Intel and asked who created them. “Regis McK. Fake Oakley Pit Boss enna,” he was told. “I asked them what Regis McKenna was,” Jobs recalled, “and they told me he was a person.” When Jobs phoned, he couldn’t get through to McKenna. Instead he was transferred to Frank Burge, an account executive, who tried to put him off. Jobs called back almost every day.

    Burge finally agreed to drive out to the Jobs garage. “Holy Christ, this guy is going to be something else,” he recalled thinking. “What’s the least amount of time I can spend with this clown without being rude.” Then, when he was confronted with t
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