At the time, Apple was pushing the Apple II, which was a lot more like a VW than today's Macintosh is (or yesterday's Mac was, for that matter).

The vintage BMW R-series, as Jobs is riding, is actually pretty similar to the Apple II: very hackable, designed for the hobbyist, reasonably priced and quite extensible. I wonder if he did his own work, or had Woz do it. :)