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West of Eden: The End of Innocence at Apple Computer Paperback


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Product Details

  • Paperback: 372 pages
  • Publisher: Stuyvesant Street Press; Updated edition (April 7, 2009)
  • Language: English
  • ISBN-10: 0615278841
  • ISBN-13: 978-0615278841
  • Product Dimensions: 9 x 6 x 0.8 inches
  • Shipping Weight: 8.8 ounces (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon Best Sellers Rank: #1,944,145 in Books (See Top 100 in Books)

Editorial Reviews

From Publishers Weekly

"Rose tells in interesting detail how two blue-jeaned Californians, electronic hobbyists Steve Wozniak and Steve Jobs, developed the desktop computer in a home laboratory; founded Silicon Valley's Apple Computer Co.; became Wall Street darlings and multimillionaires; then were ousted, once Apple became big business, by the very management they had recruited," wrote PW.
Copyright 1990 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

From Library Journal

It is impossible to separate Steve Jobs from Apple, and as a result this work is as much about him as the company he started. Journalist Rose's account reads like a best seller--a story of intrigue, secret meetings, and far too often, childish behavior. In reading it, one can see the difficulties in moving an entrepreunerial company, whose young founder has a strong vision of the future, into a mainstream company. It's a wonder Apple was able to survive. There is less detail on Jobs and more on Apple than in Lee Butcher's Accidental Milionaire: The Rise and Fall of Steve Jobs at Apple Computer ( LJ 9/15/87) and greater detail and more objectivity than in John Sculley's Odyssey: Pepsi to Apple . . . A Journey of Adventure, Ideas, and the Future ( LJ 12/87). This is fun to read. Recommended for all business collections.
- Michael D. Kath man, St. John's Univ., Collegeville, Minn.
Copyright 1989 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

More About the Author

Frank Rose is the author most recently of The Art of Immersion: How the Digital Generation is Remaking Hollywood, Madison Avenue, and the Way We Tell Stories, published in the US and the UK by W.W. Norton and hailed by the International Journal of Advertising as "an essential overview" of the fundamental changes affecting media. He has explored this theme as a keynote speaker at such conferences as ad:tech Sydney, Sheffield Doc/Fest, and the Guardian's Changing Media Summit in London, as well as in talks at Google, Lucasfilm, Unilever, and other major companies.

Before writing The Art of Immersion, Frank spent many years reporting on the impact of technology on entertainment, advertising, and society. As a contributing editor at Wired and a contributing writer at Fortune before that, he covered such topics as the making of Avatar, Sony's enormous gamble on the PlayStation 3, and the posthumous career of Philip K. Dick in Hollywood. His articles have also appeared in the New York Times, the New York Times Magazine, the Los Angeles Times, New York, Esquire, Vanity Fair, Travel + Leisure, and Rolling Stone.

Frank's books have been translated into Dutch, French, German, Japanese, Korean, and Italian. His 1989 best-seller West of Eden, about the ouster of Steve Jobs from Apple, was named one of the ten best books of the year by Businessweek and was recently republished in an updated edition. Among his other books is The Agency, an unauthorized history of the oldest and at one time most successful talent agency in Hollywood. He lives in the East Village of Manhattan, where he got his start covering the punk scene at CBGB for The Village Voice.

Customer Reviews

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Most Helpful Customer Reviews

5 of 5 people found the following review helpful By Bob@maccpu.com on October 19, 1997
Format: Hardcover
This is going to be a tough book to get but for anyone wanting to understand Apple Computer, this makes a perfect companion book to Jim Carlton's book, Apple The Inside Story of Intrigue, Egomania, and Business Blunders.
Frank Rose takes the reader from the startup of Apple to the many misadventures during the Macintosh era of Steve Jobs and John Sculley. Sadly the book ends in 1989 when mismanagement had long since become part of Apple's culture.
To understand why bringing back Steve Jobs to save the day at Apple can only cause more misfortune, the reader only needs to turn to page 160 where Rose writes, "Andy was reading a book about Atari that had just come out, and when they were on their way to Florida he passed it on to Woz. As he read it, Woz learned something he didn't like: Years earlier, before they'd started Apple, when he was working at Hewlett-Packard and Jobs had gotten him to design "Breakout" for Atari for a fifty-fifty split, the fee wasn't $700, as Jobs had said, but $5,000."
END
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3 of 3 people found the following review helpful By A Customer on November 29, 1998
Format: Paperback
West of Eden reads like a novel which makes me wonder if it's all true. After having it gather dust on my shelves for years I finally decided to read it and it's fascinating. I had a hard time tearing myself away in order to get my final progamming assignment done. Whether it's all fact or not one thing's for sure: now that Steve Jobs has been back at Apple for a while I hope Mr. Rose writes a followup!
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2 of 2 people found the following review helpful By A Customer on July 10, 1999
Format: Paperback
Incredibly fascinating book that takes you on an intense and vivid tour of how Apple was started and what went on behind the scenes. Highly readable and very tough to put down.
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1 of 1 people found the following review helpful By Nate Goyer on September 12, 2009
Format: Paperback
I doubt there could be a more definitive history of this Apple era. West of Eden is a very thorough review of Apple's "fall from grace" period from 1983 to 1986. The book is gripping yet surprisingly attainable in its approach to the topic of the tech industry, a subject that could universally draw yawns and lead the reader down nerdy ratholes. Thankfully this book avoids the potential pitfalls and makes a great read.

Currently Steve Jobs is held is awe by so many, and often rightfully so particularly in the 21st century, however this book outlines a period of success, hubris and occasional growth for Jobs, then-CEO John Sculley and the other Apple executives from the mid 1980s. As Apple was introducing the Macintosh, indisputably a revolution that changed the way the world used personal computers, Steve Jobs was at the top of his game. Author Frank Rose has spoken to many of the Apple senior management from that period and put together a timeline of events, conversations, interactions, alliances and blow-ups that started a cycle that nearly killed off Apple. The book is wonderfully written and so interesting, I finished it in a matter of days.

West of Eden is also a great book for people managers, particularly ones in the tech industry. The story provides many examples of how management interference and infighting can destabilize an organization. As a people manager myself, it's good to understand some of these interactions and hopefully learn by the mistakes of others. Even though it was nearly a quarter century ago, the lessons are still quite relevant.

It's a great read, even if you're not in the industry or tech-savvy person; Steve Jobs is brilliant, no doubt, however this story shows how a young-Steve, complete with great successes peppered with naivete and poor communication, could not only create a Fortune 500 company but almost bring it down as well.
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