McGraw-Hill CEO Credits Steve Jobs' Digital Textbook Vision Amid Evidence of Pre-iPad Interest

AllThingsD share some thoughts from McGraw-Hill CEO Terry McGraw, who during a Q&A session following yesterday's iBooks Textbooks media event described how the development was part of Steve Jobs' vision for what textbooks should be like.

Sitting and listening to all of this, I wish Steve Jobs was here. I was with him in June this past year, and we were talking about some of the benchmarks, and some of the things that we were trying to do together. He should be here. He probably is [gesturing up and around]. This was his vision, this was his idea, and it all had to do with the iPad.

Jobs' interest in textbooks is of course now well-known, with Jobs himself being quoted in Walter Isaacson's authorized biography as wanting to revolutionize the textbook industry and as having had conversations with publishers such as Pearson about the possibilities.

itunes textbooks
Part of Peters' 2008 iContest presentation on digital textbooks

One other interesting tidbit on the history of digital textbooks at Apple was shared yesterday by a former Apple intern. As related to The Wirecutter, former intern Joseph Peters proposed the idea of digital textbooks back in 2008 as part of an "iContest" in which Apple interns gathered to pitch ideas to mid-level executives for feedback. The textbook ideas suggested by Peters and his group were well-received by Apple's judges, with the team being awarded a free MacBook Air and a meeting with higher-level management to discuss the ideas.

Anyway, we presented and answered the Q&A pretty flawlessly. I mean they said they really liked it and every other presentation received mostly sarcastic remarks.

I remember answering a handful of questions and getting the impression that the exec's were totally on board. It was a pretty awesome feeling. [...]

At the end, they announced that we won, they gave us all a MacBook Air and it was great (for interns anyway). I was more excited about the opportunity to talk to more people about the idea. They scheduled a meeting with John Couch, head of Education a few days later. We met John and a few the people on his team in a small board room and we just gave the same pitch as before.

Peters does not suggest that his group's idea was the genesis of Apple's textbook plans, but it does provide interesting insight into a bit of the intern experience at Apple and reveals that Apple was indeed interested in the textbook idea as far back as 2008, more than a year before the debut of the iPad.

Popular Stories

ios 19 messages app

Apple Sues Jon Prosser Over iOS 26 Leaks

Thursday July 17, 2025 8:40 pm PDT by
Earlier this year, YouTuber Jon Prosser shared multiple videos showing off what he claimed to be re-created renderings of what was then presumed to be called iOS 19 and which was eventually unveiled by Apple as iOS 26 at WWDC in June. In his first video back in January, Prosser showed off a Camera app redesign with a simpler set of buttons for moving between photo and video modes, and he...
iPhone 17 Colors

All 15 New iPhone 17 and iPhone 17 Pro Colors Revealed in Latest Leak

Wednesday July 16, 2025 6:50 am PDT by
We may finally have a definitive list of all color options for the iPhone 17 series, ahead of the devices launching in September. MacRumors concept In a report for Macworld today, Filipe Espósito said he obtained an "internal document" that allegedly reveals all of the color options for the upcoming iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max models. The report includes ...
iOS 26 on Three iPhones

Here's When to Expect the iOS 26 Public Beta

Tuesday July 15, 2025 11:07 am PDT by
Apple previously announced that a public beta of iOS 26 would be available in July, and now a more specific timeframe has surfaced. Bloomberg's Mark Gurman today said that Apple's public betas should be released on or around Wednesday, July 23. In other words, expect the public betas of iOS 26, iPadOS 26, macOS 26, and more to be available at some point next week. Apple will be releasing...
iPhone 17 Pro Dark Blue and Orange

Ranked: The Best Features Rumored for the iPhone 17 Lineup

Wednesday July 16, 2025 4:17 pm PDT by
We have just under two months to go until the debut of Apple's iPhone 17 models, and rumors have been ramping up in recent weeks. We went through everything we know so far, pulling out the most exciting rumors and highlighting some other changes that aren't going to be so great. Top Tier Ultra Thin iPhone 17 Air - The iPhone 17 Air is 2025's most exciting iPhone rumor, because it's the...
Foldable iPhone 2023 Feature Homescreen

Foldable iPhone's Thickness and Price Range Detailed in New Reports

Wednesday July 16, 2025 11:31 am PDT by
Apple's long-rumored foldable iPhone will likely have a starting price between $1,800 and $2,000 in the U.S., analysts at investment banking firm UBS said this week. If so, the foldable iPhone would cost more than a MacBook Pro, which starts at $1,599. With a starting price of at least $1,800, the foldable iPhone would be the most expensive iPhone model ever released, topping the Pro Max at...
iPhone 17 Pro in Hand Feature Lowgo

iPhone 17 Pro Coming Soon With These 16 New Features

Friday July 11, 2025 12:40 pm PDT by
Apple's next-generation iPhone 17 Pro and iPhone 17 Pro Max are only two months away, and there are plenty of rumors about the devices. Below, we recap key changes rumored for the iPhone 17 Pro models. Latest Rumors These rumors surfaced in June and July:A redesigned Dynamic Island: It has been rumored that all iPhone 17 models will have a redesigned Dynamic Island interface — it might ...
Apple Watch Ultra 2 Complications

Apple Watch Ultra 3: What to Expect

Sunday July 13, 2025 10:30 am PDT by
The long wait for an Apple Watch Ultra 3 is nearly over, and a handful of new features and changes have been rumored for the device. Below, we recap what to expect from the Apple Watch Ultra 3:Satellite connectivity for sending and receiving text messages when Wi-Fi and cellular coverage is unavailable 5G support, up from LTE on the Apple Watch Ultra 2 Likely a wide-angle OLED display that ...

Top Rated Comments

Small White Car Avatar
176 months ago
That's one of the reasons Jobs was so successful. You can tell that he spent years thinking about things like digital textbooks before he started thinking about the iPad.

Most of us weren't sure what an iPad was for when we first saw it. But Steve had already been dreaming up answers to that for many, many years.
Score: 26 Votes (Like | Disagree)
nwcs Avatar
176 months ago
Yep, it's part of what has made Apple successful over the last decade. They understood the purpose of a device and the content before the device. A lot of the "me too" device manufacturers only create/copy a device without regard or concern about what happens after the sale. I don't think it's as simple as Apple's ecosystem vs everyone else but Apple's focus on usage and content rather than specs and customization. In other words, Apple has a purpose in mind for the devices they create. Many of the other companies out there have no purpose in mind for the devices they make other than to sell them.
Score: 15 Votes (Like | Disagree)
ajcadoo Avatar
176 months ago
iTextbooks. The happiest winner: trees.
Score: 13 Votes (Like | Disagree)
basesloaded190 Avatar
176 months ago
I really think we are just beginning to see the actual capabilities of the ipad or any tablet for the matter.
Score: 11 Votes (Like | Disagree)
unlimitedx Avatar
176 months ago
Sorry - but I disagree. The idea of digital books and interactive media are no brainers. And well before the iPad came out or was even thought of - such ideas were written about in books, shown in movies and on TV.

I'm happy to give credit where credit is due - but not to your extent on this matter.
Lots of people have great ideas, but not everyone has what it takes to follow through and execute on those ideas.
Score: 9 Votes (Like | Disagree)
Kid A Avatar
176 months ago
iTextbooks. The happiest winner: trees.

yeah, but those iTrees in the iForest are screwed. ;)
Score: 9 Votes (Like | Disagree)