Jobs did it because he loved design. It's no more complex than that.
The expression of his ego in running Apple was his style / approach toward implementing his vision for product design. It's how he figured out he could get things done the way he wanted them done. You can debate the merits of his approach, but so what. Nobody put a gun to anybody's head and made them work for him at Apple or NeXT.
The expression of his ego in running Apple was his style / approach toward implementing his vision for product design. It's how he figured out he could get things done the way he wanted them done. You can debate the merits of his approach, but so what. Nobody put a gun to anybody's head and made them work for him at Apple or NeXT.