20 years ago, Steve Jobs built the “coolest computer ever”—and it bombed

This month marks the 20th anniversary of the Power Mac G4 Cube, which debuted July 19, 2000. It also marks the 19th anniversary of Apple’s announcement that it was putting the Cube on ice. That’s not my joke—it’s Apple’s, straight from the headline of its July 3, 2001, press release that officially pulled the plug.

The idea of such a quick turnaround was nowhere in the mind of Apple CEO Steve Jobs on the eve of the product’s announcement at that summer 2000 Macworld Expo. I was reminded of this last week, as I listened to a cassette tape recorded 20 years prior, almost to the day. It documented a two-hour session with Jobs in Cupertino, California, shortly before the launch. The main reason he had summoned me to Apple’s headquarters was sitting under the cover of a dark sheet of fabric on the long table in the boardroom of One Infinite Loop.

“We have made the coolest computer ever,” he told me. “I guess I’ll just show it to you.”