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Apple Confidential 2.0 the Definitive History of the World's Most Colorful vi 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 i …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 Confidentialfrom 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 ii 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, (415) 863-9900, fax (415) 863-9950, [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 iv 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. v vi 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 vii 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
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