Today in Apple history: Steve Jobs says Apple is being run by ‘caretakers’

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1984
Steve Jobs thought ditching ad agency Chiat/Day proved that Apple had lost its creative mojo.
Photo: Apple and Chiat/Day

May 27: Today in Apple history: Steve Jobs says Apple is being run by caretakers May 27, 1986: An exiled Steve Jobs takes a shot at Apple after the company ditches Chiat/Day, the ad agency that created the iconic “1984” Macintosh ad.

In a full-page ad published in The Wall Street Journal, Jobs says the move to competing ad agency BBDO shows that “caretakers” rather than “builders” now run Apple. From his perspective, it confirms that Apple has lost its revolutionary spirit.