Jobs Sees Comeback For Apple Company Co-Founder Courts Key Customers At Trade Show

Steve Jobs tried Thursday to regain the confidence of some of Apple Computer’s key customers, who enthusiastically welcomed the charismatic co-founder back to the helm but weren’t convinced that the company could regain lost ground.

Jobs, who took charge of Apple after a management shake-up in July, told a publishing conference that tighter focus, renewed enthusiasm, closer ties with partners and “awesome” new products will enable Apple to prosper once again.

“We’re going to turn this thing around. … There still are an amazing number of people at Apple who have passion, talent and craftsmanship,” Jobs told more than 2,000 people at the Seybold conference.

“I think Apple has a really great future ahead of it,” he said.

Jobs’ talk - aimed at a market where Apple remains strong despite erosion elsewhere - came two weeks after he was named Apple’s interim chief executive officer, a recognition of his role since CEO Gil Amelio was ousted in July in the wake of continuing financial losses.

Since then, Jobs has taken Apple through a series of major changes. Apple has replaced its board of directors, severely limited licensing, decided not to spin off its Newton hand-held division, and ended a feud with Microsoft Corp.

Apple also has sought closer relationships with developers, particularly the companies producing software for publishing. Several of the biggest players in the industry took the stage Thursday to praise Apple’s new direction and express confidence in its recovery.

“We’ve seen an incredible change since Steve came back in the focus and direction of the company,” said Bud Colligan, chairman of Macromedia Inc., which makes software letting people create multimedia programs for personal computers. “Welcome back, Steve, and welcome back, Apple.”

Jobs, who left Apple 12 years ago, returned as an adviser late last year after the company bought his Next Software Inc. Apple is using Next’s technology for its next-generation operating system.

It soon became clear, however, that Jobs was calling many of the shots at Apple. But while he’s been running the company, he’s remained head of Pixar Animation Studios and insisted his tenure at Apple is only temporary.

The Seybold audience - graphic designers, web masters and other professionals in traditional and new media publishing - also were delighted to have Jobs back.

Jobs “absolutely” did what he needed to do Thursday, said Jim King, principal scientist at Adobe Systems Inc.

“He needed to rebuild the confidence in Apple, especially in this community,” he said. “He won the hearts of many people in the audience.”

King was pleased with Jobs’ presentation of the changes at Apple and said he was more optimistic than he had been about Apple’s ability to survive and prosper.

Others, however, while praising Jobs’ persuasiveness, said his talk was more style than substance.

“He’s so articulate that when I’m listening I think, ‘That’s good.’ But later on, when I can think about it I feel there’s not a lot there,” said Henry Norr, a MacWEEK magazine columnist.

While Mac users are understandably happy to see the decisive Jobs in charge, key uncertainties remain, Norr said.

“I think we haven’t heard anything to answer the question: What’s the reason to believe Apple can deliver really superior hardware and software, given the strength of the competition,” he said.

Apple, based in Cupertino, Calif., faces a challenge in publishing from Microsoft Corp., which has been vigorously promoting its Windows NT operating software at Seybold.

Some big companies making publishing-oriented software, like Adobe, now get half their sales from Windows.

Jobs, when asked whether he was concerned about that trend, gave it an optimistic spin. He said he was “incredibly thankful the glass is half full,” given Apple’s recent difficulties.