Broadly considered a brand that inspires fervor and defines cool consumerism, Apple has become one of the biggest corporations in the world, fueled by game-changing products that tap into modern desires.

Its leader, Steve Jobs, was a long-haired college dropout with infinite ambition, and an inspirational perfectionist with a bully's temper.

A man of contradictions, he fused a Californian counterculture attitude and a mastery of the art of hype with explosive advances in computer technology.

Insiders including Apple co-founder Steve Wozniak, the chairman who ousted Jobs from the company he founded, and Jobs' chief of software, tell extraordinary stories of the rise, fall and rise again of Apple with Steve Jobs at its helm.

With Stephen Fry, world wide web inventor Sir Tim Berners-Lee and branding guru Rita Clifton, Evan Davis decodes the formula that took Apple from suburban garage to global supremacy.