Apple Confidential 2.0: The Definitive History of the World's Most Colorful Company: The Real Story of Apple Computer, Inc. Paperback – 11 Jan 2004
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Owen Linzmayer's Apple Confidential is subtitled The Real Story of Apple Computer, Inc., and while nobody will ever know the complete, "real" story about Apple, Linzmayer's is probably as close as they come. Having covered Apple news since 1980, he offers extensive insider details about Steve Jobs, Steve Wozniak, John Sculley, Gilbert Amelio, Bill Gates and other major players whose lives were (and are) intertwined with Apple's history. And along the way, we also learn about lesser-known figures whose stories have remained hidden in the Apple myth: Ronald Gerald Wayne, for example, who was actually a partner with Wozniak and Jobs in the original incarnation of the company, but who sold his share when he realised he would be financially vulnerable if it should fail. Linzmayer's tale does have a few drawbacks. Because he mixes a chronological narrative with chapters that focus on key points in the Apple story, he sometimes repeats himself. Case in point: the chapter "Big Bad Blunders" makes a great record of Apple's failures, but the story of the exploding Powerbook 5300s is duplicated at later points. Nonetheless, Apple Confidential is rife with gems that will appeal to Apple fanatics and followers of the computer industry. Especially enjoyable are the revelation of "Easter eggs" that are hidden in several versions of the Mac operating system; the many screen shots, timelines and telling quotes from Jobs, Gates, Wozniak and others that populate the margins and concluding sections of each chapter; the "Code Names Uncovered" section that makes public the monikers of several secret Apple projects; and Bill Gates's 1985 letter to John Sculley and Jean Louis Gassee pleading for Apple to license Mac technology and develop a "standard personal computer." --Patrick O'Kelley --This text refers to an out of print or unavailable edition of this title.
From the Author
The best book ever written about Apple (I hope)
If you read only one book about Apple, make it Apple Confidential.
As a journalist covering Apple Computer since the early 1980s, I have read nearly everything ever written about the company. Rather than rehash old myths and repeat conventional wisdom, Ive uncovered the truth about Apple by rummaging through forgotten archives, interviewing key players, and never taking anything at face value.
Apple Confidential chronicles the best and worst of the companys first two decades. Follow Apple as it grows from upstart media darling, becomes an industry-leading powerhouse, falters under a series of disastrous executive decisions, takes its licks as technology whipping boy, and rebounds to profitability after the return of legendary founder Steve Jobs.
No boring business case study, Apple Confidential is the only book* that tells the complete history of Apple through revealing stories, illustrations, and quotes, all backed by meticulous research and presented in an engaging format. Im confident that you will find Apple Confidential as fascinating as it is factual.
*Some material in Apple Confidential originally appeared in my previous book, The Mac Bathroom Reader, but has been significantly revised and completely updated with an entirely new layout. --This text refers to an out of print or unavailable edition of this title.
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Top Customer Reviews
(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.Read more ›
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.
Andy Hertzfeld's book Revolution in the Valley, is a lot truer to the Apple spirit, though focussed on the early 80s and the original Mac development, while Steve Wozniak's iWoz does a similarly illuminating job for the Apple ][ years. But they were there at the time, doing the fundamental work that made Apple; Linzmayer was not, and it shows.
Most Recent Customer Reviews
I read the 1999 version. It was comprehensive enough. What else could be added leading to the release of a "version 2.0" ? No one tells here ?!?Published on 25 Oct. 2011 by TVNshack
An insightful look at one of the most important companies around, - Not just now but one that has been ever-present since the get-go. Read morePublished on 22 Mar. 2011 by Mr. J. N. James
Bought this as Xmas present for an Apple mad friend and it was very well receivedPublished on 2 Jan. 2010 by LouP
I was very impressed when I received this book. It has a detailed account of how the Apple Mac came about and mentions other important key figures in the MacWorld and includes... Read morePublished on 4 July 2009 by ShirleyM
There are many good books on the market about Apple Computer, and they're all fascinating ... because the story of two young men working in a garage to pursue their dreams is the... Read morePublished on 4 Oct. 2005 by betty l. dravis
I'm not a big book reader, but as soon as this book arrived in the post (a signed copy direct from the author) I could not put it down. Read morePublished on 15 Aug. 2004 by Mr. S. Read
As an owner of the majority of the Apple books around I would highly recommend this one. It rates along side the best. Read morePublished on 27 Oct. 1999
This book is amazing. Every page has a new fact, a crazy quote, or insane story of how one hugely successful computer company could screw it all up, but still be around today. Read morePublished on 23 Aug. 1999
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