Apple

by Jim Carlton, Guy Kawasaki (Foreword by)

Apple Computer was once a shining example of the American success story. Having launched the personal computer revolution in 1977 with the first all-purpose desktop PC, Apple became the darling of the national business press and Wall Street. Yet by 1995, the company's change-the-world idealism had all but disappeared in a bitter internal struggle between warring camps. Raging internal mistakes, petty infighting, and gross mismanagement became Apple's hallmark, and today the company clings to a mere 3.7 percent share of the market it helped to create. Apple is the spellbinding account of what really went on behind closed doors, revealing the forces that dismantled this once great icon of American business.

Genres: Business, Apple, Nonfiction, History, Computers, Technology, Biography

480 pages, Paperback

First published January 1, 1997

Reviews

[Chris Williams · Rating 3 out of 5]

The sad story of decline of Apple from Steve Jobs departure in 1985 and subsequent mismanagement and squandering of the large lead that Apple had over the rest of the personal computer industry. Learning about the many projects that were started but not completed during this era was very interesting. The contrast to Apple after Jobs' return in 1997 is stark.

[David Toub · Rating 4 out of 5]

This was the first book I purchased from Amazon back in the 90's when Apple was circling the drain and Amazon was still very new. The book is a good read for the behind-the-scene activities and politicking that was rampant at Apple under Spindler, Amelio and John Sculley. Jobs was not featured that prominently in this book because at at time, he was just returning from NeXT and his exile and the author essentially wrote Apple off as an unsalvageable company. It's nice to re-read in light of how completely wrong the author was about Apple's fate.

[David · Rating 4 out of 5]

Excellent blow-by-blow of Apple Inc. misadventures by a Wall Street Journal writer; a classic of the history of the computer business genre, reflecting the early madness and thrills of Silicon Valley.

[Dave · Rating 4 out of 5]

Excellent blow-by-blow of Apple Inc. misadventures by a Wall Street Journal writer; a classic of the history of the computer business genre, reflecting the early madness and thrills of Silicon Valley.

[Peter · Rating 4 out of 5]

Excellent. (This review was written in July 2011, a few years after reading the book.)

[Lori Grant · Rating 4 out of 5]

A should-read company profile for knowledge workers, managers, directors, C-levels, and entrepreneurs.