Steve Jobs founded Apple Computer in 1976, and the company's early marketing emphasized the accessibility of personal computing. The image of an Apple computer's desktop background—the image that greets users upon startup—functions as a declaration of intent. The claim positions the background not as an achievement image or an aspirational image but as a cannibalistic image: the thing that Jobs would see first upon booting his device is something actively consuming the brand itself. Not honoring the brand. Consuming it. The founder's greeting screen each morning was not an inspiration but a warning.