Apple - Softcover

Carlton, Jim

4.08

274 ratings by Goodreads

Softcover

ISBN 10: 0887309658 ISBN 13: 9780887309656

Publisher: HarperPB, 1998

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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.

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Review:

Computer users who favor Macintosh products are truly enthralled with their machines. But after reading Apple: The Inside Story of Intrigue, Egomania, and Business Blunders, even the most zealous may be hard-pressed to defend the company that produces them. Here, Wall Street Journal technology reporter Jim Carlton chronicles the missteps that have befuddled the fallen giant of Cupertino between the initial and current regimes of cofounder Steve Jobs. Carlton combines a keen sense of observation with a slew of previously undisclosed facts to produce a damning history that will leave many wondering how the firm has managed to survive.

From the Publisher:

"I think this is a very important story that had to be told, and Jim Carlton did a fine job pulling it all together."
--Bill Gates

"This is the story of a true American tragedy, and Carlton's telling makes it impossible to put down. There are lessons here for everyone."
--Jim Bezos, founder and CEO, Amazon.com

"If you want the full story of what happened, its hard to imagine anyone improving on Apple."
--Mark Williams, The Red Herring

"Carlton has done Apple and its customers a big favor. This is not to say that only Apple and computer-industry aficionados should read this book--that would selling the book far too short. Anyone in a high-growth industry can reap vast benefits by observing what Apple did right and did wrong. You can pay $27.50 for this book now or millions later in golden parachutes."
--Guy Kawasaki, chief evangelist, Apple Computer, Inc.

"Delicious reading for dedicated Apple-watchers...."
-- Peter Burrows, Business Week

"Given such dramatic elements as betrayal, loyalty, downfall, comeback, rivalry, intrigue, and hubris, and a notable cast of heroes and villains, the story of Apple Computer begs to be told, and ... Carlton does a remarkable job of telling it."
-- Booklist

"A richly reported account of Apple's two decades of mismanagement and missed opportunities....the author is such a skilled reporter that he gives the impression of having worked at Apple, rather than the Journal's San Francisco Bureau."
-- Scott Kirsner, Boston Book Review

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