Former Apple marketer Regis McKenna recalled a Christmas tale from 1998 involving Steve Jobs, the co founder of Apple, and a grandchild. The anecdote, reported by 9to5Mac, highlights how Jobs stepped in personally when a holiday gift went awry for a family member.
According to McKenna, he received an iMac for each of his grandchildren that year. Soon after unwrapping them, a troubling issue emerged: one of the five devices developed a disk problem. McKenna found that Apple’s policy required verification before a replacement could be issued, a process that could stretch into weeks. The timeline created tension during a season traditionally associated with quick fixes and cheerful surprises.
In a moment that reflects Jobs’s hands‑on leadership style, McKenna explained that he sent an email to inquire whether the information from tech support was correct. Shortly after, Jobs picked up the phone. He spoke with McKenna, and then tech support, steering the situation toward a faster resolution. The result was reassuringly practical: a new computer could be sent to replace the malfunctioning unit.
McKenna described the exchange as a decisive, lighthearted exchange that captured Jobs’s persona. He recalled Jobs replying with a warm, “ho ho ho” as a smile, signaling a swift turnaround and a personal touch that extended beyond corporate channels. This moment, though small in its immediate impact, underscored a broader pattern in Jobs’s approach to product experience and customer satisfaction.
With a long career in the tech industry, McKenna helped shape Apple’s marketing narrative well before the iPhone era. He played a role in the early marketing of the Apple‑1 computer during the mid‑1970s and later contributed to the marketing strategy for the iPhone 4. His long association with Apple’s groundbreaking products reflects a career built on translating technical innovation into compelling consumer stories.
Additionally, the story sits within a larger history of Apple‑1 memorabilia. A rare working Apple‑1 computer, personally hand‑numbered on a clipboard attributed to Jobs, once sold at auction for a substantial amount. The sale highlighted how elements of Apple’s early hardware and the founder’s personal branding continue to captivate collectors and enthusiasts alike, reinforcing the enduring mystique surrounding the company’s origins.