MacRumors reports that Steve Jobs wanted to play Willy Wonka for a day, "just as Wonka did in the movie," according to a new book from ad man Ken Segall. Steve's idea was to do a Willy Wonka with it. Anecdotes from 'Insanely Simple' include Jobs' Willy Wonka competition idea, Just as Wonka did in the movie, Steve wanted to put a golden certificate representing the millionth iMac inside the box of one iMac, and publicize that fact. Steve Jobs keeps surprising us with the most amazing ideas. Get a load of this: Steve wanted to be Willy Wonka. Whoever opened the lucky iMac box would be refunded the purchase price and be flown to Cupertino, Like, become him for real, for a day. No joke. where he or she (and, presumably, the accompanying family) would be taken on a tour of the Apple campus. Even after crossing the Styx, Apple co-founder and organic chocolate aficionado Steve Jobs keeps surprising us with the most amazing ideas.