A recognition of what it had taken to START apple and the recognition that to survive, and thrive, they would need to get back to those roots, toss the beige boxes to the wind, devil may care here comes the blue bomdi iMacs dammit!
Fernandez' quote puts a finger on it:
"It wasn’t like this glamorous thing. It was this huge risk. Basically people would say, “Why would you quit Hewlett-Packard to go work for a couple of lame ass guys, you know, one of whom is like this hippy guy who wears Birkenstocks and torn jeans and dropped out of school and had to sell a beaten up VW van to just afford to get started on this. . . The short way of saying this, I guess, is there was no startup culture."
And as much of an egoist as Jobs was he nevertheless realized that he had to squarely define & embed that culture of "be crazy / think different" into Apple, and make it bigger than just more to the Jobs' mythos:
"According to Jobs’s biography, two versions were created before it first aired: one with Richard Dreyfuss voiceover, and one with Steve Jobs voiceover.[5] In the morning of the first air date, Jobs decided to go with the Dreyfuss version, stating that it was about Apple." (1)