The story of two men, Steve Jobs and Steve Wozniak, who founded Apple in a garage in the 1970s, and went on to challenge corporate behemoth IBM in the burgeoning personal computer market is in one sense a retelling of the singularly American story of the selfmade person. Apple can also be seen as the next chapter of the 1960s counterculture, when a generation that once disdained corporate culture came to embrace and transform it into their own image. This aspect is emblematized by the informal, creative work environment which Jobs fostered, and by the philanthropic efforts to which Wozniak funneled his profits. The company’s most famous product, the Macintosh, became popular in part as a symbol of the values that Apple embodied.