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5.0 out of 5 stars What you never knew about Apple.
Jim Carlton writes masterfully the story of Apple Computer. In so doing he provides a comprehensive picture of the computer industry as a whole. Even the novice will be quickly absorbed by this intriguing account of a once innovative company, trashed by greed, arrogance and huge egos from within. Microsoft chose "evolution over revolution." The Apple passion was to...
Published on April 22 1999 by John S. Pritchett

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3.0 out of 5 stars Jim Carlton Was Wrong
Useful history and inside looks, but reading his 1998 back-of-the-hand dismissal of Apple's chances of survival is pretty humorous nowadays. His opinion that Apple should have licensed earlier is similarly wrong-headed and lacking in any technical appreciation of the downsides of licensing (dilution of brand,difficult QA processes, cherry-picking, loss of platform...
Published on June 2 2002 by Troy Dawson


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3.0 out of 5 stars Jim Carlton Was Wrong, June 2 2002
By 
Troy Dawson (Santa Cruz, CA United States) - See all my reviews
(REAL NAME)   
Useful history and inside looks, but reading his 1998 back-of-the-hand dismissal of Apple's chances of survival is pretty humorous nowadays. His opinion that Apple should have licensed earlier is similarly wrong-headed and lacking in any technical appreciation of the downsides of licensing (dilution of brand,difficult QA processes, cherry-picking, loss of platform homogenieity ).
He similarly doesn't understand the silliness of Apple developing an x86 MacOS in the early 90's, and again reveals his technical ineptitude by failing to pursue the ramifications of an Apple-brand x86 offering (ie a Mac with an x86 CPU) vs a software-only offering like Windows or NeXT's Yellow Box.
He also repeatedly blows the 5300 battery issue out of proportion.
But I think the weakest theme in the book is that an alternative platform with less than 10% "marketshare" is automatically doomed to failure. While there is a strong positive network effect for the 'standard' and a negative effect for the alternatives, in his near-hagiography of Gates & Co he simply missed the bigger picture that the lamosity of the Wintel platform's inherent legacy issues is and was a countervening force.
5-10% of the total market is sufficiently large for Apple, given a) it's the top 5-10% and b) Micros~1 continues to [stink] as it always has.
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3.0 out of 5 stars fiendish, negative reading, but interesting, Dec 8 1999
By A Customer
This review is from: Apple:: The Inside Story of Intrigue, Egomania, and Business Blunders (Hardcover)
Apple can't suck that much, but after I was done with this book, I couldn't believe that the company is still around. It's interesting reading, but seems awfully negative.
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5.0 out of 5 stars What you never knew about Apple., April 22 1999
This review is from: Apple:: The Inside Story of Intrigue, Egomania, and Business Blunders (Hardcover)
Jim Carlton writes masterfully the story of Apple Computer. In so doing he provides a comprehensive picture of the computer industry as a whole. Even the novice will be quickly absorbed by this intriguing account of a once innovative company, trashed by greed, arrogance and huge egos from within. Microsoft chose "evolution over revolution." The Apple passion was to "change the world." Carlton describes in unbiased detail how after years of mismanagement, the world would change around Apple.
This book is recommended reading for Mac evangelists.
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5.0 out of 5 stars Unbiased Account of one of the Biggest Business Tragedies, April 7 1999
This review is from: Apple:: The Inside Story of Intrigue, Egomania, and Business Blunders (Hardcover)
I found Carlton's book to be well-written, stimulating and unbiased. It seems that other reviewers feel that Carlton was flat wrong in his prediction that Apple will ultimately not succeed (he devotes only a few pages at the end to this). To these individuals, I suggest that you reread the book. Carlton did not say that Apple has always been a complete failure. His book was about how the company, which was YEARS ahead of others in terms of technology and design, lost its market share. His prediction is simply that Apple will most likely not thrive in the LONG-term.
To those who thought that Carlton's book was overly negative: What else could you call what happened to Apple? A success story? Of course not. Apple DID create an unbelievable company with brilliant design, technology and marketing. But the tragedy is that it chose to ride on its past successes without devising a strategic plan to maintain its lead in the ever-changing technology industry.
I suggest that anyone interested in learning how to manage a company over the long-haul read this book.
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2.0 out of 5 stars Earth to Mr. Carlton: Think Different, Feb. 24 1999
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This review is from: Apple:: The Inside Story of Intrigue, Egomania, and Business Blunders (Hardcover)
Apple Computer company has, in the past two years, made a bona fide turnaround. It is easy to enumerate a few facts supporting this proposition, not the least of which is five straight quarters of profit after some very tough times. The iMac was the number one best selling computer in the last quarter of 1998. Steve Jobs is a charismatic and visionary leader back at the helm. Apple has a creative community of loyal users like no other computer company. Apple has a powerful OS in the offing called Mac OS X. Many developers, particularly game developers, have been jumping back on board the platform. Apple's agreements with Microsoft has guaranteed its office software development for the Mac for five years minimum. Apple has, now, a powerful board of directors, as well as a little reported technology genius named Avie Tevanian, and with Avie comes some very adaptable software from the former NeXT team which is being wrapped into OS X. Apple has Quicktime -- the muldtimedia standard. And now Apple is marketing their stylish, yet powerful, new computers with pizzaz via the amazing advertising firm called Chiat-Day. Et cetera, et cetera... If all these facts make my contention that Apple is on the right track to gaining some semblance of market share back from Microsoft "absurd" as Mr. Carlton, as well as certain previous reviewers of this book, might contend, so be it. In the light of Apple's current day performance I will accept my absurdity like a man. I don't suggest that the road ahead wont be rough and competitive for Apple. All I'm saying is that Apple is today in a promising position. Journalists like Jim Carlton should now stop ladling the erroneous attempt at the self fulfilling prophesy that Apple has no niche, no chance, and no capacity to be a serious, albeit positively unorthodox, player in the game. Jim Carlton's book assumed that Apple's culture was stuck and etched in stone and monolithic. It is his book, however, which has become obsolete decades before Apple Computer will see its demise. The book, in its present form, is a catastrophic mis-prognostication, along with some interesting tid-bits on a portions of Apple's history. Mr. Carlton would do well to produce a second addition in which the author learns to "THINK DIFFERENT."
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4.0 out of 5 stars Excellent history but unneccesary negative tone, Feb. 17 1999
By A Customer
This review is from: Apple:: The Inside Story of Intrigue, Egomania, and Business Blunders (Hardcover)
Aside from some negatives described below, I really enjoyed this book. Jim Carlton has obviously assembled an extensive history of Apple and it's people. You really get an inside look at Apple.
On the negative side, there are endless criticisms of Apple's blunders that are all too easy to make in hindsight.
It's also interesting to see how far Jim Carlton was off the mark in predicting Apple's demise. Since the book was completed Apple has made a tremendous turnaround. His book gives the impression that Apple's collapse was just around the corner. Now his book can be subjected to some 20/20 hindsight!
But this is still an excellent book and I highly recommend it.
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4.0 out of 5 stars How did it survive?, Feb. 8 1999
By A Customer
This review is from: Apple:: The Inside Story of Intrigue, Egomania, and Business Blunders (Hardcover)
It's amazing, though the Wintel crowd wants to refute it and say that the war for the desktop is over, that Apple survived through the events Carlton describes in this book. Reading the book today is like reading about a completely different company. The book illustrates how Wintel boxes became the standard - because Sculley and Spindler were ignorant (and Amelio was just brain dead) of what had to be done to push the company and industry forward.
Now Apple is regaining marketshare and developers are coming back onboard. They've fallen out of the ivory tower and realize that they can't compete living inside of it. However, Microsoft now resides in that tower, thinking nothing can touch them. Apple, IBM, Intel, Gateway, Compaq and Hewlett-Packard all realize the world is starting to turn away from MS (and towards the Mac and Linux), just as they did from Apple earlier this decade.
Bill Gates and his crowd would be wise to read this book and realize there is no such thing as a desktop standard, and that they're making many of the same mistakes Apple made. But they won't. Eventually, Windows will be eaten alive and MS will be brought back to an applications company.
And Apple will still be standing.
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3.0 out of 5 stars Interesting but ultimately unsatisfying, Jan. 9 1999
By A Customer
This review is from: Apple:: The Inside Story of Intrigue, Egomania, and Business Blunders (Hardcover)
I enjoyed this book to some extent but it consistently failed to answer one simple question: Why, in this era of Wintel dominance, do people still buy and support Apple products? And the answer appears to be passion. There appears to still be a place for Apple for some time to come. Wow, what a ride!
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3.0 out of 5 stars The reason why we "love the computer, hate the company.", Sept. 7 1998
By A Customer
This review is from: Apple:: The Inside Story of Intrigue, Egomania, and Business Blunders (Hardcover)
If you've been using Macs (and in my case, Lisas and Apple ][s) for a long enough time, you probably think you know all the imporant names and projects that have made Apple Computer great. Now learn about the failures, the project that were dropped too soon, or too late; the people you thought you knew, and how their egos and competitiveness ruined them. Learn about "Star Trek," the joint Apple, Intel project to run the Mac OS on Intel platforms -- before Windows 3. It ran. A group of twenty Apple programmers had arudimentary Finder running and ready to demonstate. Until Apple's fear of pissing-off Motorolla killed the deal. You may know that "Code Warrior" is the de-facto standard for application compilers for the Mac. How they got there, their brilliant demonstration of their superior product, and how it saved Apple's ass in 1994 is a masterpeice.
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5.0 out of 5 stars Deep detail of Mac History that reads like a suspense novel, Sept. 4 1998
By A Customer
This review is from: Apple:: The Inside Story of Intrigue, Egomania, and Business Blunders (Hardcover)
This is a book for any computer lover who wish to understand why a great company missed so many opportunities to become the leader in the information age. This is also a book that will give important lessons about business and marketing. It reads like a novel and describes with impresive detail crucial moments in the history of personal computers. I highly recomend it.
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