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

Overview

Apple Confidential examines the tumultuous history of America's best-known Silicon Valley start-up—from its legendary founding almost 30 years ago, through a series of disastrous executive decisions, to its return to profitability, and including Apple's recent move into the music business. Linzmayer digs into forgotten archives and interviews the key players to give readers the real story of Apple Computer, Inc. This updated and expanded edition includes tons of new photos, timelines, and charts, as well as ...

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Overview

Apple Confidential examines the tumultuous history of America's best-known Silicon Valley start-up—from its legendary founding almost 30 years ago, through a series of disastrous executive decisions, to its return to profitability, and including Apple's recent move into the music business. Linzmayer digs into forgotten archives and interviews the key players to give readers the real story of Apple Computer, Inc. This updated and expanded edition includes tons of new photos, timelines, and charts, as well as coverage of new lawsuit battles, updates on former Apple executives, and new chapters on Steve Wozniak and Pixar.

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Editorial Reviews

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The Barnes & Noble Review
Few companies are as endlessly fascinating as Apple. If you want to know Apple’s real history -- absent the “reality distortion field” -- it’s finally been written.

Apple Confidential pulls no punches. Owen Linzmayer reveals how Steve Jobs cheated Steve Wozniak on one of their first business deals (if Wozniak had realized, Apple might never have been launched). You’ll learn why Apple’s 1984 commercial almost never ran; why so many pundits predicted the Mac would fail; what it took to deliver OS X; how Apple rose, and fell, and rose again. If you’re passionate about your Mac, or the company that made it, this one’s a must-read. Bill Camarda

Bill Camarda is a consultant, writer, and web/multimedia content developer. His 15 books include Special Edition Using Word 2003 and Upgrading & Fixing Networks for Dummies, Second Edition.

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Product Details

  • ISBN-13: 9781593270100
  • Publisher: No Starch Press San Francisco, CA
  • Publication date: 1/28/2004
  • Edition description: Second Edition
  • Edition number: 2
  • Pages: 344
  • Sales rank: 1,456,822
  • Product dimensions: 7.41 (w) x 9.29 (h) x 0.83 (d)

Table of Contents

Acknowledgments
Introduction
The Genesis of Apple 1
Woz's Wanderings 27
The Apple III Fiasco 41
Code Names Uncovered 45
Millionaire Mania 59
The Strangest Bedfellow of All 67
From Xerox, with Love 73
The Making of Macintosh 85
Macintosh Insiders 103
The Greatest Commercial That Almost Never Aired 109
The Mac Meets the Press 115
Mac Models Timeline 121
Why 1985 Wasn't like 1984 143
Telecom Troubles 147
The Remarkable Rise and Fabulous Fall of John Sculley 153
Windows: What Went Wrong? 169
The Fallen Apple 183
What Jobs Did NeXT 207
The Pixar Phenomenon 217
The Star Trek Saga 229
From Diesel to Doctor 233
The Clone Quandary 245
The Doctor's Strong Medicine 263
The Copland Crisis 273
Happily Ever Apple? 289
Bibliography 307
Index 311
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Sort by: Showing all of 3 Customer Reviews
  • 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

    No text was provided for this review.

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