Covering Apple's Jobs a tough gig

Marketwatch media columnist Jon Friedman takes a look at how Apple CEO Steve Jobs is covered by the business media and comes to the conclusion that it’s not an easy job.

Friedman wrote, “Consider the ups and downs of Newsweek columnist Steven Levy, the author of last year’s ‘The Perfect Thing: How the iPod Shuffles Commerce, Culture and Coolness’ from Simon & Schuster. For a quarter-century, Levy has been chronicling Apple Inc.’s co-founder and mastermind behind the Macintosh computer, Pixar animated films, the iPod and more.

“When Levy, 56, first interviewed Jobs in 1983, he was a hungry magazine freelancer. Jobs was, well, Jobs. In other words, he was as opinionated and occasionally as irascible as ever.

“Jobs promptly launched into a diatribe about a Rolling Stone piece about MTV that he’d just read. ‘I had to tell him,’ Levy recalled with a wan smile, ‘Steve, I wrote that story.’

“How did Jobs react to that? ‘He certainly didn’t say ‘I’m sorry,” Levy replied.”

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