MacRumors’ Eric Slivka recounts a passage from Ken Segall’s new book, Insanely Simple: The Obsession That Drives Apple’s Success:

Steve’s idea was to do a Willy Wonka with it. 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. Whoever opened the lucky iMac box would be refunded the purchase price and be flown to Cupertino, where he or she (and, presumably, the accompanying family) would be taken on a tour of the Apple campus.

Steve had already instructed his internal creative group to design a prototype golden certificate, which he shared with us. But the killer was that Steve wanted to go all out on this. He wanted to meet the lucky winner in full Willy Wonka garb. Yes, complete with top hat and tails.

Steve Jobs WIllie Wonka ©2010 MacDailyNews
 
Slivka reports, “Fortunately for those looking for a way out of it, California law required that all such sweepstake contests allow entry without requiring a purchase” and the idea never came to fruition.

Full article here.

MacDailyNews Note: Steve Jobs may have actually worn at least the WIllie Wonka hat (which is why we already have the Steve Jobs as Willie Wonka image ready-to-go). See related article below.

[Thanks to MacDailyNews Reader “Lynn Weiler” for the heads up.]

Related article:
Steve Jobs in secret New York meeting with top New York Times execs – February 4, 2010