Joe Nocera, Columnist

Price Is No Object at Apple's New Headquarters

The spirit of Steve lives large in Cupertino.

July 7, 2017 at 1:00 PM UTC

Joe Nocera is a former Bloomberg Opinion columnist. He has written business columns for Esquire, GQ and the New York Times, and is the former editorial director of Fortune. He is the host and writer of the Bloomberg-Wondery podcast "The Shrink Next Door."

This is it.
Photographer: Justin Sullivan/Getty Images

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Do you remember the NeXT computer, the one Steve Jobs began building in 1985, after he was booted from Apple by then-chief executive John Sculley and the board?

It was supposed to be a machine built for academia, the ultimate learning tool priced so that universities would be able to buy them in bulk. But Jobs being Jobs, he had particular ideas about what it should look like and how it should be made.