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Apple Confidential 2.0: The Definitive History of the World's Most Colorful Company

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  • Anonymous

    Posted February 24, 2005

    nice attention to details

    [A review of the 2nd EDITION.] Apple has always garnered curiosity, as one of the most creative high tech companies in the world. This book tries to assuage that interest, updated to 2004. It covers in detail many aspects of the company's tumultuous history. Some tidbits are mentioned that other books on Apple often omit. Like how along with Jobs and Wozniak, there was another co-founder, Wayne. But he sold his interest for around $2k, before Apple went public. Linzmayer estimates that had Wayne held his stock, it would have been worth $500 million in 2000. Ah, the what-ifs. He says that Wayne seemed genuinely unmiffed by this. But the reader must surely wonder otherwise. This is like the story of the fifth Beatle. The divergent fates of Wayne, Jobs and Wozniak might be seen as a parable of Silicon Valley. The book describes events up to 2003-2004. Just in time to include a discussion of the smash hit that is the iPod, and of ancillary packages like iTunes. While perhaps these are too recent to be easily evaluated, Linzmayer doesn't shirk from offering a timely analysis.

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  • Anonymous

    Posted February 9, 2004

    'Birds-eye view' of an Intriguing Company

    Apple Computer has always been a company that in some ways is run almost completely differently than even most computer companies. They've had their successes and failures, have been written off for dead on at least two or three occasions and yet still are quite alive and well, some 25 years plus after they started. The book does an excellent job of charting Apple's course and direction over the past quarter century citing among other things the various events and executive officer changes that have kept Apple in the public eye all these years. Among those events of course is Apple's '1984' ad (that introduced the macintosh to the public), which was shown during the 1984 Super Bowl and according to the book almost came close to never being shown on the air. Or their introductions of various products, including the aforementioned MacIntosh, or the Apple II (a consistent seller for Apple in spite of little efforts to promote it), Apple III, Lisa, Newton, Power Book, and the IMac. It also describes the efforts and histories of numerous Apple 'personalities,' like John Sculley, Gil Amelio, Mike Markkula, and numerous others who played their parts in making Apple what it is today. And I found intriguing the story of Apple's 'prodigal son,' Steve Jobs who left, only to return years later eventually becoming their CEO. I also enjoyed reading about the various 'Apple spinoff' companies like General Magic, Next, Pixar, Claris, and so on and how Apple was affected by them or how Apple eventually effected them (for example buying Next). With Pixar no longer doing work for Disney studios, it's going to be interesting to see what the future holds for them as well. I found this to be a highly entertaining and informative look at the history of Apple, one well-worth reading for any high tech employee or fan of the industry, as well as those interested in learning about what makes Apple 'tick.'

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  • Anonymous

    Posted February 6, 2010

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