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Amazon.co.uk Review
Product Description
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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Thanks to a never-ending campaign by Apple's powerful public relations machine to protect the myths surrounding the company's origin, almost everyone believes that Apple was started in a garage by "the two Steves," Stephen Gary Wozniak, 25, and Steven Paul Jobs 21. Read the first page
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Front Cover | Table of Contents | Excerpt | Index | Back Cover
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Most Helpful Customer Reviews
20 of 22 people found the following review helpful:
3.0 out of 5 stars
More marketing than journalism here,
By A Customer
This review is from: Apple Confidential: The Real Story of Apple Computer, Inc. (Paperback)
In the author's relentlessly self-promoting Introduction to his own book, he writes, "If you read only one book about Apple, make it Apple Confidential." After the first chapter, I realized that if I finished this book, I had better make sure it *wasn't* the only book I read about Apple.(Note to No Starch Press: it's fine to have someone praise a book's "meticulous research" and "engaging format", but such praise tends to lose its credibility when it comes from the author himself.) I agree with other reviewers that the book is full of Apple lore that will interest Apple fans, and the style is readable and lively. However, the book doesn't hold together either as a narrative history or as an investigation into what makes Apple work or not work. The chapters are liberally sprinkled with sidebars, marginal quotations, timelines, illustrations, and so on, much in the style of the Mac magazine articles that the author writes. However, the same style doesn't work well for a full-length book, with perhaps the exception of the author's previous "Mac Bathroom Reader." (How many people really want to read ten pages' worth of code names for Apple projects? Another puzzling feature is the marginal quotations, which are often attributed to a speaker without any other indication of context, sometimes expressing dramatically different points of view than those being explored in the pages where they appear.) The resulting impression is that this isn't a complete history-just a collection of stories the author considers most interesting. The timelines that accompany each chapter are illustrative, but the author's thematic organization of the book results not only in the repetition noted by the Amazon reviewer but also in the fact that many of them overlap. It would be interesting to see the merged together, to get an impression of how the separate themes of the book come together in Apple's complete history. It's hard to tell what justifies the "Confidential" of the title, or the subtitle "The Real Story of Apple Computer, Inc". There's no way to tell what information comes from the twenty-some books the author cites in his bibliography and what may be due the dozens of individuals the author thanks in his acknowledgments. All in all, "Apple Confidential" seems be more a triumph of marketing than of journalism.
8 of 9 people found the following review helpful:
5.0 out of 5 stars
One of the best business books ever written,
By A Customer
This review is from: Apple Confidential: The Real Story of Apple Computer, Inc. (Paperback)
This is a must-have book for any fan of Apple. It's possibly the most thorough - yet still readable - history of the company. It mixes business facts, behind-the-scenes secrets, and pop culture tidbits beautifully. Along the way, you'll learn the ins and outs of other computer companies (Microsoft, IBM, AOL, NeXT, Power Computing, Xerox PARC, etc) and a lot about the history of the industry in general and the players in particular.Linzmayer is the author of "The Mac Bathroom Reader," and knows what he's talking about. Not only does "Apple Confindential" add more history that wasn't in that volume, but it's redesigned, updated to this year, and includes Steve Jobs' return and the iMac success. In a word, breathtaking: It has quotes from everyone involved, timelines, products lists, a history, a little opinion, analysis, stock info, classic pictures. It's all here. I'd write more, but I'm going to read it again. And I now know what to give other Apple fans for gifts.
2 of 2 people found the following review helpful:
5.0 out of 5 stars
Six, Maybe Seven Stars!,
By A Customer
This review is from: Apple Confidential: The Real Story of Apple Computer, Inc. (Paperback)
This is hands down the best book ever written about Apple computer. I read the entire thing in one sitting, and started re-reading the really good bits the next day. Newton aficionados will particularly enjoy the chapter relating to the the worlds first PDA. My knowledge of the history of that little device more than doubled. Also enjoyable is the chapter dedicated to the signatures found inside the case of early Macs. Each signature is reproduced along with information about each person, both at the time of the Mac's development, as well as his or her current whereabouts. The pictures, and sidebar quotes help make this book a real can't-put-down-page-turner. I've read many books relating to Apple and the Macintosh, but this one has earned a place of honor in my technology library.
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