Director Ken Burns almost turned down an offer from Steve Jobs 20 years ago. They struck a different deal.

"I said, 'I don't do commercial endorsements,' and he said, 'What?'"

"I do admit that one or two computers stayed."

"'It's a kind of a wonderful but still superficial version of a very elaborate attempt on our part to try to wake up the past and make an image that is not alive come alive,' Burns said."

Ken Burns received a 2002 call from Steve Jobs and met with him in Silicon Valley to discuss a new iMovie feature. Jobs proposed naming the photo panning-and-zoom technique the 'Ken Burns Effect.' Burns initially refused, citing a refusal of commercial endorsements, but negotiated a deal in which Apple provided about $1 million in computers and software. Burns largely donated the equipment and kept one or two computers. Burns had not worked with computers before the deal. The technique brings photos to life in documentaries and is now widely used to preserve personal memories on iPhones.

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