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Jobs' history in business has contributed greatly to the myths of the quirky, individualistic Silicon Valley entrepreneur, emphasizing the importance of design while understanding the crucial role aesthetics play in public appeal. His work driving forward the development of products that are both functional and elegant has earned him a devoted following.
Jobs, with Apple co-founder Steve Wozniak, helped popularize the personal computer in the late '70s. In the early '80s, still at Apple, Jobs was among the first to see the commercial potential of the mouse-driven GUI. After losing a power struggle with the board of directors in 1985, Jobs resigned from Apple and founded NeXT, a computer platform development company specializing in the higher education and business markets. NeXT's subsequent 1997 buyout by Apple Inc brought Jobs back to the company he co-founded, and he has served as its CEO ever since.