Jobs was found to have pancreatic cancer in 2003, but rather than taking the doctor-recommended path of immediate operation, Jobs subscribed to an alternative-medicine regimen, including a vegan diet, acupuncture, and herbal remedies, even consulting a psychic.
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“Finally Jobs proposed Apple Computer. “I was on one of my fruitarian diets,” he explained. “I had just come back from the apple farm. It sounded fun, spirited, and not intimidating. Apple took the edge off the word ‘computer.’ Plus, it would get us ahead of Atari in the phone book”
― Steve Jobs… (next quote)
