Apple Confidential 2.0

340 Pages·2003·6.48 MB·English

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Reviewers love
Apple Confidential
“The Apple story itself is here in all its drama.”
New York Times Book Review
“An excellent textbook for Apple historians.”
San Francisco Chronicle
“Written with humor, respect, and care, it absolutely is a must-read
for every Apple fan.”
InfoWorld
“Pretty much irresistible is the only way to describe this quirky, highly
detailed and illustrated look at the computer maker’s history.”
The Business Reader Review
“The book is full of basic facts anyone will appreciate. But it’s also full
of interesting extras that Apple fanatics should love.”
Arizona Republic
“I must warn you. This 268-page book is hard to put down for a
MacHead like me, and probably you too.”
MacNEWS
“You’ll love this book. It’s a wealth of information.”
AppleInsider
“Rife with gems that will appeal to Apple fanatics and followers of the
computer industry.”
Amazon.com
“Mr. Linzmayer has managed to deliver, within the confines of a
single book, just about every juicy little tidbit that was ever leaked from
the company.”
MacTimes
“The most entertaining book about Apple yet to be published.”
Booklist
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…and readers love it too!
“Congratulations! You should be very proud. I picked up Apple
Confidential and had a hard time putting it down. Obviously, you invested
a ton of time in this. I hope it zooms off the shelves.”
David Lubar, Nazareth, PA
“I just read Apple Confidential from cover to cover…you have written
a great book!”
Jason Whong, Rochester, NY
“There are few books out there that reveal so much about Apple and
in such a fun and entertaining manner. This one is surely the best!”
Daniel Fanton, Ann Arbor, MI
“Apple Confidential is terrific. I’ve recommended it to two friends
back on the East Coast. You really have done an excellent piece of work.
Thank you!”
Richard Koprowski, San Francisco, CA
“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. In a
word, breathtaking. I’d write more, but I’m going to read it again. I now
know what to give other Apple fans for gifts.”
Bob Sassone, Gloucester, MA
“This is the book I’ve dreamed about. I thought I was an Apple
guru. You make me look like someone who only eats apples.”
Matthew Loel T. Hepworth, Salt Lake City, UT
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Apple Confidential 2.0:
The Definitive History of
the World’s Most Colorful Company
Owen W. Linzmayer
No Starch Press
San Francisco, California
iii
Apple Confidential 2.0: The Definitive History of the World’s Most
Colorful Company
Copyright © 2004 by Owen W. Linzmayer
All rights reserved. No part of this work may be reproduced or
transmitted in any form or by any means, electronic or mechanical,
including photocopying, recording, or by any information storage or
Publisher: William Pollock
retrieval system, without the prior written permission of the copyright
Managing Editor: Karol Jurado
owner and the publisher.
Copy Editor: Andy Carroll
Proofreader: Stephanie Provines
Trademarked names are used throughout this book. Rather than use
Page Layout: Owen W. Linzmayer
a trademark symbol with every occurrence of a trademarked name, we
Cover Designer: Derek Yee
are using the names only in an editorial fashion and to the benefit of the
Indexer: Kevin Broccoli
trademark owner, with no intention of infringement of the trademark. Apple
Computer, Inc. has not authorized or otherwise endorsed the contents of
Printed in the USA on recycled paper.
this book. Esquire is a trademark of Hearst Magazines Property, Inc. All
1 2 3 4 5 6 7 8 9 10-06 05 04
rights reserved. No Starch Press and the No Starch Press logo are registered
trademarks of No Starch Press, Inc.
For information on translations or book distributors, please contact
No Starch Press, Inc., 555 De Haro Street, Suite 250, San Francisco,
CA 94107, [phone], fax [phone], [email protected],
www.nostarch.com.
The information in this book is distributed on an “As Is” basis, without
warranty. While every precaution has been taken in the preparation of this
work, neither the author nor No Starch Press shall have any liability to any
person or entity with respect to any loss or damage caused or alleged to be
caused directly or indirectly by the information contained in it.
Library of Congress Cataloging-in-Publication Data
Linzmayer, Owen W.
Apple confidential 2.0: the definitive history of the world’s most
colorful company / Owen W. Linzmayer.
p. cm.
Includes index.
ISBN 1-59327-010-0 (pbk. : alk. paper)
1. Apple Computer, Inc.--History. 2. Computer industry--United
States--History. I. Title.
HD9696.2.U64A674 2004
338.7’61004165--dc22 98-49132
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Dedication
Dedicated foremost to my wife, Alane, for her unwavering confidence in
me and this book.
Furthermore, thanks to everyone who has ever worked at Apple or for
any of its many fine third-party developers and manufacturers. Without
you there would be no Apple today, and the world of computing wouldn’t
be nearly as enjoyable.
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Contents
Acknowledgments...............................................................................viii
Introduction..........................................................................................ix
The Genesis of Apple.............................................................................1
Woz’s Wanderings................................................................................27
The Apple III Fiasco.............................................................................41
Code Names Uncovered.......................................................................45
Millionaire Mania................................................................................59
The Strangest Bedfellow of All.............................................................67
From Xerox, with Love.........................................................................73
The Making of Macintosh....................................................................85
Macintosh Insiders.............................................................................103
The Greatest Commercial That Almost Never Aired..........................109
The Mac Meets the Press....................................................................115
Mac Models Timeline.........................................................................121
Why 1985 Wasn’t like 1984...............................................................143
Telecom Troubles...............................................................................147
The Remarkable Rise and Fabulous Fall of John Sculley.....................153
Windows: What Went Wrong?...........................................................169
The Fallen Apple................................................................................183
What Jobs Did NeXT........................................................................207
The Pixar Phenomenon......................................................................217
The Star Trek Saga..............................................................................229
From Diesel to Doctor.......................................................................233
The Clone Quandary.........................................................................245
The Doctor’s Strong Medicine............................................................263
The Copland Crisis............................................................................273
Happily Ever Apple?...........................................................................289
Bibliography.......................................................................................307
Index..................................................................................................311
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Acknowledgments
Although the cover of this book bears my name alone, I could not have
written it without the generous contributions of many others to whom I
am deeply indebted:
Jeff Alnwick, Gil Amelio, Ed Archer, Erik J. Barzeski, Peter Baum,
Sandy Benett, Ken Bousquet, Alane M. Bowling, Richard L. Brandt,
Christopher Breen, John Bukovinsky, Steve Capps, Satjiv Chahil, Sylvia
Chevrier, Gina Clark, Michael Collopy, Wayne Cooper, Greg Cornelison,
David Thomas Craig, Marie D’Amico, Bruno Delessard, Karla Delgado,
Donn Denman, Joel Dibble, Laurie A. Duncan, Carol Elfstrom, Cheryl
England, Adam C. Engst, Rick English, Chris Espinosa, Daniel Fanton,
Bill Fernandez, Jonathan Fitch, Robert Frankston, Gordon Garb, Adele
Goldberg, Joseph Graziano, John Greenleigh, Bill Griffis, Trevor Griffiths,
Galen Gruman, Martin P. Haeberli, Rhona Hamilton, Mark Harlan, Carlos
Harvey, Trip Hawkins, Steve Hayden, Terry Hefferman, April Hill, Joe
Holmes, Jon Holtzman, Fred Huxham, Russ Ito, Michael Jamison, Camille
Johnson, Sandy Jones, Raymond Kam, Bill Kelley, Cathy King, Cal Klepper,
Daniel G. Kottke, Kathie Lentz, Marianne Lettieri, Steven Levy, Steve
Lipson, Donna Loughlin, Alex Louie, John Lund, Anna Mancini, Alfred
J. Mandel, Clifford T. Matthews, Grant McGlashan, Doug McKenna,
Michael Miley, Thomas Miller, Joan Moreton, William Mosgrove, Dan
Muse, Ike Nassi, Jai Nelson, Tom Neumayr, Jeffery Newbury, Richard
O’Neil, Jane Oros, Robert Paratore, Carol Parcels, Ben Pang, Del Penny,
Eric Perret, Audrey Pobre, Jef Raskin, Robert Retzlaff, David Reynolds,
Gregory M. Robbins, Heidi Roizen, David Roots, Josh Rothleder, Ken
Rothmuller, Gina Rubattino, Sue Runfola, Steve Sakoman, Kevin Schoedel,
Michael M. Scott, Andrew Shalit, Linda Siegel, Mark Simmons, Lara Smiley,
Alvy Ray Smith, Dan Sokol, Glen C. Speckert, Erica Stearns, Robert Stone,
Kimberly Strop, Jeff Sullivan, Michael Swaine, Sylvia Tam, Marcio Luis
Teixeira, Gordon Thygeson, Tim Travis, Jeff Valvano, Charles West, Fabian
West, Todd S. Wilder, and Steve Wozniak.
Those are just the individuals who agreed to speak on the record or
assist in an official capacity. To everyone whose name I forgot to jot down
or was asked not to publish, thank you too.
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