You know, I thought the same thing. Steve doesn't drive a BMW. But I'm almost 100% sure his example in the talk was BMW. I can only guess that it was because BMW market share (which was sub-2%) fit the example, since that was Apple's market share at the time.

Steve owned at least 1 BMW in the last 10 years that I know of specifically.

I've seen pictures of a BMW parked in the lobby of the building where the Mac developers worked. I don't recall if that was Steve's.

The famous footage of him riding his motorcycle was, I think, a BMW motorcycle.

Got a link for that? New to me.

The picture and some informations: http://jalopnik.com/5475537/decades-before-the-ipad-steve-jo...

Thanks! That is the best picture of Steve I've seen thus far.