See buying choices for this item to see if it's one of the millions that are eligible for Amazon Prime.

The Apple Way and over 300,000 other books are available for Amazon Kindle � Amazon�s new wireless reading device. Learn more

39 used & new from $1.25

See All Buying Options

Have one to sell? Sell yours here

Share with Friends

Share your own customer images

Search inside this book

Start reading The Apple Way on your Kindle in under a minute. Don�t have a Kindle? Get yours here.

The Apple Way (Hardcover)

by Jeffrey L. Cruikshank (Author)
Key Phrases: John Sculley, Bill Gates, Gil Amelio (more...)

3.8 out of 5 stars See all reviews (10 customer reviews)

Available from these sellers.

12 new from $19.47 27 used from $1.25

Also Available in:	List Price:	Our Price:	Other Offers:
Kindle Edition (Kindle Book)		$14.97

Customers Who Bought This Item Also Bought

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

by Owen Linzmayer

4.6 out of 5 stars (102) $15.61

iCon Steve Jobs: The Greatest Second Act in the History of Business

by Jeffrey S. Young

3.6 out of 5 stars (74) $10.17

Inside Steve's Brain

by Leander Kahney

3.8 out of 5 stars (40) $9.58

The Cult of Mac

by Leander Kahney

4.7 out of 5 stars (29) $26.37

iWoz: Computer Geek to Cult Icon: How I Invented the Personal Computer, Co-Founded Apple, and Had Fun Doing It

by Steve Wozniak

3.8 out of 5 stars (125) $10.17

› Explore similar items

Editorial Reviews

Product Description

Reveals the master plan behind Apple’s revolutionary business model

“We don’t underestimate people....Rather than making a far inferior product for a hundred dollars less, we gave the people the product that they want and that will serve them for years, even though it’s a little pricier. People are smart; they figure these things out.” --Steve Jobs

The Apple Way divulges the secrets and management principles that keep Apple far ahead of the curve. Find out how to implement these and other winning strategies in your organization to trigger a technological and stylistic revolution of your own:

Make the customer and the product king
Balance manufacturing with delivery logistics
Motivate and inspire people outside the company to do your marketing and public relations
Invent new distribution channels
Decide on your company image and stick to your guns
Leapfrog the competition
Learn from both successes and missteps

From the Back Cover

With more than 10 million iPods sold to date, an unprecedented 250 percent stock value increase in just one year, and a net income increase of 530 percent, Apple has skyrocketed to dizzying heights of success. But the ride has not always been smooth, and the company’s legendary cofounder, Steve Jobs, has seen it all. From its early unveiling of the unreliable, clunky $9,995 “Lisa” computer in 1983, to its recent staggeringly successful breakthrough product, the iPod, this company has not only reinvented itself many times over, but it also has revolutionized the entire computer industry. What are its secrets? Find out in The Apple Way.

In today’s fast-moving technology world, Apple has learned--often through hard-won wisdom--that you can’t do it by yourself, no matter how smart you are. Markets move quickly, technologies grow complex, and too many intelligent people invest too much time and money in innovation. The Apple Way reveals the secrets and management principles that keep Apple ahead of the curve--including innovative product development, cutting-edge marketing strategies, sleek design and packaging, and a high-performance corporate culture. You’ll discover how Apple combines consistency with continuity and follow-through, and balances vision with practicality.

Follow Apple’s example and learn how to:

Make the customer king
Make the product king
Break the marketing mold
Build the learning organization

Although Apple is a technology company, this is not a story for computer buffs, but rather a book for managers who want to learn valuable lessons from both Apple’s mistakes and triumphs--all of which have led to its continuing evolution and ultimate meteoric rise to success. Because, for Steve Jobs and the visionaries at Apple, finding the future isn’t enough--you also have to deliver it.

Reveals the master plan behind Apple’s revolutionary business model

Make the customer and the product king
Balance manufacturing with delivery logistics
Motivate and inspire people outside the company to do your marketing and public relations
Invent new distribution channels
Decide on your company image and stick to your guns
Leapfrog the competition
Learn from both successes and missteps

See all Editorial Reviews

Product Details

Hardcover: 224 pages
Publisher: McGraw-Hill; 1 edition (December 19, 2005)
Language: English
ISBN-10: 0072262338
ISBN-13: 978-0072262339
Product Dimensions: 9.2 x 6.1 x 1.1 inches
Shipping Weight: 15.2 ounces

Average Customer Review: 3.8 out of 5 stars See all reviews (10 customer reviews)

Amazon.com Sales Rank: #150,712 in Books (See Bestsellers in Books)

Would you like to update product info or give feedback on images?

Inside This Book (learn more)

Key Phrases - Capitalized Phrases (CAPs): (learn more)
John Sculley, Bill Gates, Gil Amelio, The Apple Way, Guy Kawasaki, New York Times, Little Kingdom, Steve Wozniak, Apple Store, Macintosh Office, Scott Kelby, Power Computing, San Francisco, Think Different, Michael Spindler, Mike Markkula, Wall Street, Big Blue, Harvard Business School, Silicon Valley, Super Bowl, Genius Bar, Leander Kahney, Michael Malone, Andy Hertzfeld

New!
Concordance | Text Stats

Citations (learn more)

This book cites 14 books:

The Macintosh Way by Guy Kawasaki on 9 pages
The Cult of Mac by Leander Kahney on 8 pages
Infinite Loop by Michael Malone on 8 pages
The Second Coming of Steve Jobs by Alan Deutschman on 6 pages
On the Firing Line: My 500 Days at Apple by Gil Amelio on 6 pages

See all 14 books this book cites

What Do Customers Ultimately Buy After Viewing This Item?

	37% buy the item featured on this page: The Apple Way 3.8 out of 5 stars (10)
	21% buy Apple Confidential 2.0: The Definitive History of the World's Most Colorful Company 4.6 out of 5 stars (102) $15.61
	17% buy iCon Steve Jobs: The Greatest Second Act in the History of Business 3.6 out of 5 stars (74) $10.17
	15% buy Inside Steve's Brain 3.8 out of 5 stars (40) $9.58

Explore similar items

Tags Customers Associate with This Product

(What's this?)

Click on a tag to find related items, discussions, and people.

apple(4)

computer(3)

company profile(1)

leadership(1)

management(1)

See all 8 tags...

Help others find this product — tag it for Amazon search

No one has tagged this product for Amazon search yet. Why not be the first to suggest a search for which it should appear?

Customer Reviews

10 Reviews

5 star:		(3)
4 star:		(4)
3 star:		(2)
2 star:		(0)
1 star:		(1)

Average Customer Review

3.8 out of 5 stars (10 customer reviews)

Share your thoughts with other customers:

Create your own review

Most Helpful Customer Reviews

7 of 8 people found the following review helpful:

5.0 out of 5 stars A lively and entertaining analysis, February 28, 2006

By	Robert Morris (Dallas, Texas) - See all my reviews (TOP 50 REVIEWER) (REAL NAME)

Whether or not Apple is "the world's most innovative company" is debatable but it has certainly been among the most innovative and, as its recent successes such as iPod suggest, it continues to sustain a culture in which innovative thinking thrives. In response to a question at the 1998 Seybold Conference, Steve Jobs had this to say:

"The reason a lot of us are at Apple is to make the best computers in the world, and make the best software in the world. We know that we've got some stuff that [is] the best right now. But it can be so much better. So we don't come to work every day thinking, `Well, when are we going to turn Apple around?' We come to work every day knowing that we know how to make better products. So that's what's driving us. The turnaround [which began a year before when Jobs returned to Apple] is just one milestone on a long road, and it's not for us to declare. Somebody else can decide when that happens. But we're out to make the best products in the world. And we'll sleep well when we do that."

The inclusion of "way" in this book's title refers both to the sequence of developments since Apple's founding, and, to how it conducts its business. What we have in this volume is Cruikshank's analysis of a specific mindset in action, one which suggests a series of 12 management lessons. He devotes a separate chapter to each and then summarizes what are sub-lessons. For example, Chapter 8, "Getting It Out There," which stresses the importance of consistency when dealing with retail channels you don't control:

1. Spend the time and money to develop a sales force that's (at least) as good as your product.

2. Retailing experts are any other experts. Sometimes they get it really wrong.

3. Be nice to nerds, but don't let them do your marketing.

4. It's nice to be able to call the shots. But it won't last.

5. Move that inventory, based on better numbers! "If -- like fish and computers -- your inventory goes bad real fast, you have to move those goods ASAP." As Jason Jennings once suggested, "If it's DOA, bury it."

6. Forget about "not invented here" but only steal ideas from the best.

7. If all else fails, sell it directly. "The more special your product, the more likely you'll have to sell it yourself."

8. Create a shopping experience which defines the buyer at least as much as it does the seller. "The is also called `lifestyle shopping': Let the customer validate himself or herself simply by [making the purchase]."

Cruikshank provides a comparable set of lessons and sub-lessons at the conclusion of each of the other eleven chapters. I especially appreciate this device because (a) it reiterates his key points and (b) facilitates, indeed expedites periodic review of those same points later.

As indicated earlier, I am unconvinced that Apple is "the world's most innovative company" but its sometimes painful process of evolution offers a wealth of "lessons" on which Cruikshank focuses with a lively curiosity and an entertaining writing style. Those who share my high regard for this book are urged to check out Geoffrey Moore's Dealing with Darwin, Clayton Christensen and co-authors' Seeing What's Next, and Thomas Davenport's Process Innovation, Working Knowledge, and most recently published Thinking for a Living as well as John Howells' The Management of Innovation & Technology, Michael George and co-authors' Fast Innovation, Vijay Govindarajan and Chris Trimble's 10 Rules for Strategic Innovators, and one of the most influential books ever written on this subject, Eric Drexler's Engines of Creation: The Coming Era of Nanotechnology, first published in 1987. In certain respects, Drexler's insights are even more relevant and more valuable now than ever before.

Comment Comment | Permalink | Was this review helpful to you? Yes No (Report this)

4 of 4 people found the following review helpful:

3.0 out of 5 stars An interesting and up to date history but doesn't live up to its premise, July 18, 2006

By	Tech Geek (Bellevue, WA USA) - See all my reviews

If you're trying to take away valuable management lessons, this book isn't for you.
If, however, you want a quick and up to date history of Apple, this book is worth considering.
Definitely repetitious and the management take aways are in most cases a stretch.

Comment Comment | Permalink | Was this review helpful to you? Yes No (Report this)

3 of 3 people found the following review helpful:

4.0 out of 5 stars Interesting but uneven, April 18, 2006

By	John Cassetta (Near Carmen SanDiego) - See all my reviews (REAL NAME)

If you're into reading books on management practices and hope to get some ideas on how you may want to implement some of the Apple Ways into your world, this is probably not the book you want to pick up. I've always been intrigued by the way Apple has done things. They embody "cool" yet they've made a lot of mistakes along the way. And still, they live on and are reinventing themselves.

Apple is an innovative company and the spirit behind that shines through in this book. There isn't enough of the nitty gritty to make me fully endorse The Apple Way, but it is an enjoyable and interesting read.

Comment Comment | Permalink | Was this review helpful to you? Yes No (Report this)

Share your thoughts with other customers: Create your own review

› See all 10 customer reviews...

Most Recent Customer Reviews

3.0 out of 5 stars A History of Apple Marketing and Management
I listened to the audio version of this book. I was disappointed by it. It is actually a decent overview of the history of Apple's management and marketing, but that's not what... Read more

Published 22 months ago by Stephen Rowe

5.0 out of 5 stars Very well written - management lessons without MBA type vocabulary
The book seems to have been written after thorough research into Apple's history and its business style. Read more

Published 23 months ago by Amarsh

4.0 out of 5 stars Briskly written, informative and entertaining
Apple's estimated share of the worldwide personal computer market is only 2%. Why is a company with such a tiny slice of a multibillion-dollar pie so prominent, influential and... Read more

Published on May 24, 2007 by Rolf Dobelli

5.0 out of 5 stars Incredible Book!
I was writing a public relations case study on Apple Computer (now just Apple, Inc.) for a senior-level mass communication class and this book was absolutely WONDERFUL to have... Read more

Published on May 12, 2007 by K. Domangue

1.0 out of 5 stars What are the other readers writing?
This book illustrates for me why I think copyright is bad; you buy a pig in a poke.

There were no 12 lessons, just a lot of stories about apple and it's history. Read more

Published on March 10, 2007 by Mikael Sj�man

4.0 out of 5 stars Quick, Easy to Read
The folklore of this amazing little company is well told. Lots of trivia and insights on what went right and wrong over the years for Apple; however, some of the "lessons" lacked... Read more

Published on March 20, 2006 by Stone Cold Nuts

4.0 out of 5 stars Pretty good
As a longtime Mac fan I buy pretty much everything I see about Apple. This is one of the better business oriented books I have seen about Apple and is especially useful because... Read more

Published on February 19, 2006 by Book buyer

› See all 10 customer reviews...

Customer Discussions

Beta (What's this?)

New! See all customer communities, and bookmark your communities to keep track of them.

This product's forum (0 discussions)

	Discussion	Replies	Latest Post
	No discussions yet

Ask questions, Share opinions, Gain insight

Start a new discussion

Topic:

First post:

Receive e-mail when new posts are made

Prompts for sign-in

[Cancel]

Guidelines

Active discussions in related forums

Discussion	Replies	Latest Post
computer What graphics cards will fit into a Dell XPS M1710 laptop?	3	11 hours ago
apple Difference between the current MacBook Pro and last year's	4	1 day ago
computer Need a new laptop	2	3 days ago
apple ipod tyransfer to MAC	4	3 days ago
apple older MAC Mini for home theater setup/use	4	3 days ago
leadership Who are today's passionate leaders?	0	5 days ago
computer Computer died, need a new one. Suggestions?	33	9 days ago