Apple Confidential 2.0: The Definitive History of the World's Most Colorful Company (Paperback)

~ (Author), (Author) "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..." (more)
Key Phrases: clone makers, quarterly loss, Power Mac, John Sculley, Power Computing (more...)

Editorial Reviews

Amazon.com Review

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 realized 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 Library Journal

For your Mac community, you can't go wrong with these titles. Linzmayer's Apple Confidential is an unofficial history of Apple and a great read. Pogue's MacWorld Mac Secrets explains all the oddities about any Mac still in use, while his iMac guide follows the format of the "Dummies" series. Poole's MacWorld Mac OS 8.5 Bible completely explains Mac 8.5, the newest operating system upgrade.
Copyright 1999 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

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Product Details

• Paperback: 323 pages
• Publisher: No Starch Press; 2nd edition (January 2004)
• Language: English
• ISBN-10: 1593270100
• ISBN-13: 978-1593270100
• Product Dimensions: 9.1 x 7.4 x 0.9 inches
• Shipping Weight: 1.6 pounds (View shipping rates and policies)
• Average Customer Review: 4.6 out of 5 stars  See all reviews (104 customer reviews)
• Amazon.com Sales Rank: #59,966 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

178 of 182 people found the following review helpful:

5.0 out of 5 stars The Creator of the Macintosh's Opinion, May 13, 2000

By	Jef Raskin (Pacifica, CA USA) - See all my reviews

This review is from: Apple Confidential (Paperback)

Of all the books written on Apple's history, this one comes closest to accurately relating the story of how the Mac was created, and other early Apple events.

I can't personally vouch for Linzmeyer's discussion of more recent history, because I left Apple a while ago, but having seen the results of his careful research where I personally took part in the events, and having seen the massive inaccuracies in many other books, I'd bet on his.

Some other books are more exciting reads, but that's because they're partially fiction. Linzmeyer has done his homework. But don't get the impression that this book is dull; it's fun, with many interesting tidbits and historical photographs.

This is the book to read if you are interested in fact rather than legend.

33 of 33 people found the following review helpful:

5.0 out of 5 stars Gossip, History, Trivia, Legends & Lore, April 18, 2004

By	therosen "therosen" (New York, NY United States) - See all my reviews

This book combines gossip, history, trivia and the legends & lore of one of America's most fascinating companies. The story starts with the two Steves making and selling boxes to confuse the phone system into granting free calls. It chronicals the development of Apple computer from the first Apple through the Lisa, endless varities of Macintosh and today's iPod. Throughout the story, the massive ups and collosal failures of this American instution are laid bare.

The layout is interesting as well. As characters are introduced, the reader frequently wonders "What happened to them?" More often than not, the question is answered in a sidebar. This showed that Apple wasn't just a great product developer, but also a great developer of silicon valley talent.

The book details the extremes of the players personalities:
- How Jobs agreet to split the proceeds of an Atari deal with Woz, only to keep 90% of the income himself.
- How Woz forced the company to go public early by sharing his stock with too many employees.
- How Gasse talked folks out of liscencing the technology until it was too late.
- How several successive CEOs tried in vain to save the company.

The book also details some lesser known stories from Apple's storied past:
- How the 1984 commercial almost never made it.
- How the company decided to abandon Copland. (& Why!)
- How the company got sued by Carl Sagan, and how they dug their ditch a little deeper.

There's a lot of "Hows" here, which really shows how deep the author gets into the company's history and soul. You come away with not just a knowledge of the people, but their personalities and why exactly things turned out the way they did.

This book is excellent reading for anyone interested in the world of technology, and an absolute must for fans of Apple.

13 of 13 people found the following review helpful:

5.0 out of 5 stars One of the best business books ever written, March 25, 1999

By	Bob Sassone ([e-mail]) (Massachusetts) - See all my reviews

This review is from: Apple Confidential (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.