The iPhone, in some respects, came to be a throwback to the beginning of Apple and the way in which software developers all over the world had been encouraged to write programs for the Apple II. In a fashion that had not occurred since Microsoft had developed an army of software mercenaries trooping after its DOS and Windows operating systems, the iPhone ignited an explosion of interest from programmers around the world so that now tens of thousands of applications, from the life-saving to frivolous, can be bought with the tap of a finger from Apple’s AppStore.
Sales of Apple’s Macintosh computers are now outstripped by products that were not even imagined, let alone conceived, at the turn of this century. The popularity of the iPod and iPhone and the accessibility of Apple’s retail store have rejuvenated sales of Macintosh computers, which were also helped by a shift to Intel microprocessors and the constant refinement of its operating system, which has developed a reputation for being more stable and secure than Windows. The overall results are extraordinary, testament to perhaps the most creative industrial turnaround in the history of America. At the end of Jobs’ decade running Apple, an era during which the growth of the personal computer industry had slowed to a pedestrian pace, its sales had risen from $6 billion to $32.5 billion and the price of its stock had, at its peak, multiplied forty-fold.
During a period when so much was fictitious, when there were so many empires built on air and when frauds were uncloaked, Apple stands is an emblem for daring, ingenuity and enterprise. When so much was piled atop mountains of debt, it is reassuring to know that real earnings and tangible profits can be used to invest in the future. When weak companies scurry to Washington to bleat for Federal bailout money, it is a tonic to realize that nothing is more effective than the spirit of a restless company threatened with extinction. When so many mathematicians and scientists caught the scent of Wall Street and used their skills to construct futile risk models, it was delightful to know that some of their contemporaries had spurned the lure of Manhattan high-rises and, instead, had chosen to write code or program chips, without which Apple’s devices would never have materialized. When entry visas and work permits were being refused to the brightest from overseas, it was all the more meaningful to see that Apple’s engineering ranks were teeming with immigrants and first-generation Americans. When other companies had rushed new products into the market with scarcely a nod to design and finish, it was a relief to see a demonstration that aesthetics and attention to detail really make a difference. If ever there was a company that demonstrated an application of the exhortation “Yes we can,” it was the Apple of the last ten years.
As with all books about business, this has been a tale of yesterday and today. And, as with all stories of success, this has been a triumph of human will. Now lies tomorrow. No technology company has ever been able to consistently produce great consumer products for half a century. So for Apple there is the inevitable question, what comes next?Can it continue to produce encore performances? Will the corpus always think and act differently? At a time of fears and concerns for Steve Jobs’ health following the disclosure of his liver transplant, it’s natural to wonder who might someday succeed the man whose identity and fate is so closely tied to the company? How will Apple avoid the fate of SONY following the retirement of Akio Morita? Will Apple’s next chief possess enough of an owner’s instincts not to keep stopping in his tracks and wondering, “What would Steve do?” Finally, there is the ultimate barometer reading for any technology company—whether it can stay youthful in spirit. This means answering the most testing question of all. What will keep the scintillating twenty-three year old engineers in the world’s greatest colleges and universities yearning to hear word that they have been offered a job at the company formerly known as Apple Computer, Inc.?
INDEX
A
Advertising
Albrecht, Robert
Alcorn, Al
All One Farm
Alpert, Richard
Altair
Alto Computer
American Telephone and Telegraph, phone phreaks and
Apple computer, first: built at Jobs’ family home; conflicts over; and contract between Jobs, Wozniak, and Wayne; efforts to find power supply for; first prices for; first reactions to ; first sale to Byte Shops of ; Holt and; introduced at Homebrew Club in 1976, ; modifications made to ; pricing of; and Wozniak’s early designs for microprocessor . See also Apple II; Apple IIe
Apple Computer Company: first management of; at First West Coast Computer Faire; logo for; official formation of . See also Apple Computer, Inc.
Apple Computer, Inc.: advertising meetings at ; Apple culture and ; Apple IIe and; arrogance of; attitude toward technical writers; beginnings of; Black Wednesday firings at; bureaucracy at ; competition and ; competition with IBM ; and completion of Macintosh; corporate culture of; dealers and ; early growth of ; early marketing strategy of; employee turnover at; fan clubs for; finances in 1977, ; financing of ,
Apple Computer, Inc. (cont’d.) ; first headquarters of; first marketing campaign of; first staff of; formation of divisions by; future of; gifts of computers to educational institutions from; hiring binge in fall of 1980, ; imitators of; impact of rapid growth on; impact of wealth on; introduction of Macintosh by; Japanese market and; Jobs’ hesitancies over forming ; Mac division weekly lunch meeting; meeting with bank managers; meeting on publicizing Mac; meetings at; moves to larger headquarters; near failure in 1977, ; new products research at; overseas sales of; personnel recruitment by; press relations of; and problems with Apple III, ; professionalization of; public relations problems of ; public stock offering by ; reasons for studying; rise to top position ; rumored merger with IBM; Sculley’s role at ; staff relations in 1977, stock distributions or options to buy of; success of; tensions between newcomers to; Terrell and; use of Pascal by; users groups and; Visicalc and ; Wayne and; work retreat for Macintosh Division; workers’ benefits at; worth of; Xerox Corporation and
Apple II personal computer; case design for; contributors to; development of; discussion on pricing of; disk drive added to; introduced at First West Coast Computer Faire; manuals for; rankings; software for
Apple III
Apple Writer
ARPANET
Artificial Intelligence Laboratory, Stanford
Atari; history of; Jobs works for
Atkinson, Bill
Auricchio, Rick
AUTOVON
B
Baba, Neem Karolie
Baez, Joan
BASIC, used for Wozniak’s microcomputer
Baum, Allen; builds computers with Wozniak; and Homebrew Computer Club ; lends Jobs and Wozniak money for Apple Computer, Inc. ; Wozniak and
Baum, Elmer; Apple stocks and ; hired by Apple Computer; lends Jobs and Wozniak money for Apple Computer, Inc.
Belleville, Bob
Biggs, Barton
Blue boxes
Boich, Michael
Bowers, Ann
Breakout (video game)
Bricklin, Daniel
Bruener, Don
Budge, William
Buffet, Jimmy
Burge, Frank
Bushnell, Nolan
Byte Shops
C
Caen, Herb
Call Computer
Cantin, Howard
Capps, Steve
Carson, Johnny
Carter, Gene
Carter, Matt
Cavett, Dick
Charlie Board, The
Chaudhari, Wasu
Chiat-Day advertising agency, and advertising for Apple Computer, Inc.
Chino, Kobin
Clark, Candi
Clow, Lee
Coleman, Debi
Commodore Business Machines
Community Memory Project
Compucolor
Computer Conversor Corporation
Computer Space (video game)
Computerland
Consumer Electronics Show
Cornfeld, Bernie
Couch, John
Cream Soda Computer
Crocker Bank
Cromemco
Crunch, Captain. See also Draper, John
Cummings, Burt
D
Dali, Paul
Data General
Davidow, William
Davis, Tommy
Dazzler
DEC LSl-11
Di Franco, Salvatore
Digital Electronics Corporation
Digital Equipment Corporation
Disk drives, Apple II and. See also Twiggy
Dr. Pong (video game)
Draper, John; Charlie Board and; Easywriter and; Wozniak and Jobs and
Dudman, Jack
Dylan, Bob
E
Easywriter (word-processing program)
Eddy, Jonathan
Ehret, Arnold
Elliot, Jay
Elzig, Hal
Engelbart, Douglas
Engressia, Joe
Espinosa, Chris ; Apple II and; on distribution of Apple stocks and options; professionalization of Apple and; on Wozniak
Esquire
F
Faber, Ed
Family Computer, The
Felsenstein, Lee on Apple II, ; attitude toward microprocessors
Fernandez, Bill ; Apple stocks and; helps Wozniak and Baum build their first computer; hired by Jobs; relationship with Wozniak and Jobs; role at Apple Computer in 1977,
Fial, Ron
Finley, Charlie
Folkedal, Tor
Folley, Clyde
Folon, Jean-Michel
Fortune
Franklin Computer Corporation
Free University of Palo Alto
French, Gordon. See also Homebrew Computer Club
Friedland, Robert; Jobs and
Fylstra, Daniel
G
Gates, William
Genentech
Ghiringelli, Paola
Gibbons, Fred
Ginsberg, Allen
Goffen, Linda
Goldberg, Fred
Goldman, Maurice
Good, Timothy
Gould, Irving
Gran Trak (video game)
Grove, Andrew
H
Hall, John
Hambrecht and Quist
Hare Krishna temple, Portland, Oregon
Hawkins, Trip
Helmers, Carl
Hertzfeld, Andy; background ; completion of Mac and ; tests Lisa
Hewlett-Packard; Apple Computer recruits personnel from; rejects Wozniak’s microcomputer; Wozniak leaves; Wozniak works for
Hill, Imogene “Teddy,”
Hoar, Fred
Hoffman, Abbie
Hoffman, Joanna
Holmes, Elizabeth
Holt, Frederick Rodney ; background; changes at Apple Computer and; development of Apple Computer and; on distribution of stocks and options ; financial worth of; on firings at Apple Computer ; impact of wealth on ; on Jobs; Markkula and; power supply for Apple II and; professionalization of Apple Computer and; on recruits from Hewlett-Packard; role in 1977; on Scott’s forced resignation; on Wozniak
Homebrew Computer Club ; Apple computer introduced at; attitude toward professionalization of Apple Computer; First West Coast Computer Faire and; and Intel 8080; Jobs and; Kamradt and; Wozniak and; Wozniak’s computer and; Wozniak’s teenage camp followers and
Homestead High School, Cupertino, Ca.
Horn, Hap
Hunt the Wumpus (video game)
Huston, Dick
I
IBM; competition with Apple Computer ; history of ; rumored merger with Apple Computer
IBM Personal Computer
Inc
Infeld, Lewis
Intel
Interface Age
Investment bankers, Apple’s public offering and
J
Janov, Arthur
Janov, Rob
Japanese computers
Jobs, Clara
Jobs, Patty
Jobs, Paul; background of; first Apple Computer headquarters in home of ; life in Mountain View, Ca.
Jobs, Steven: and addition of disk drive to Apple II; advertising for Apple computers and; advice from Chino on going into business; attitude toward corporate culture; attitude toward corporations; attitude toward engineering career; attitude toward Homebrew Computer Club; attitude toward unions ; attitude toward work conditions ; becomes phone phreak; changes at Apple Computer and; childhood of ; Commodore’s efforts to buy Apple Computer and ; competes with Kamradt for Wozniak; decision to go public; dietary beliefs ; distribution of Apple Computer stocks and; Draper and; fears about going into business; financial worth of; financing of Apple Computer and ; firings at Apple Computer and ; and first reactions to Apple Computer; Friedland and ; on Friedland; future of Apple Computer and; growth of Apple Computer and; high school days; hires Fernandez ; at Homestead High School; IBM Personal Computer and; impact of wealth on ; interest in Zen Buddhism ; introduction of Macintosh and; Kamradt and; leaves Reed College and works at Atari; Lisa and; lives on Friedland’s communal farm; Mac project and ; manuals and; Markkula and; meeting on publicity for Mac; meets Stephen Wozniak; moves to Cupertino School District; personal problems in 1977; and preparation of Apple II for First West Coast Computer Faire ; in primal scream therapy ; and Raskin’s suggestions for improvements; at Reed College; relationship with Fernandez; relationship with Kottke; relationship with Rogers; relationship with Scott; relationship with Smith and Hertzfeld; relationship with Wozniak; Rogers’ daughter and; role at Apple Computer ; and sales of Apple Computer stocks; and Scott as president of Apple Computer; Scott’s forced resignation and; software and marketing issues and; software programmers and; speech to Stanford University students; trip to India with Kottke; Twiggy project and; use of drugs in high school; at weekly lunch meeting at Mac division ; at work retreat; works at Atari; works at Hewlett-Packard; Wozniak’s changes in Apple computer and; Wozniak’s computer and; on Wozniak’s sale of stocks
K
Kaiser Cement, development of Silicon Valley and
Kamradt, Alex ; Jobs and; Wozniak and
Kay, Alan
Kee Games
Kentucky Fried Computers
Kesey, Ken
Kierulff Electronics, Palo Alto
Kildall, Gary
Klein, Marcia
Kottke, Dan; Apple stocks and; and first Apple computer; hired by Apple Computer; relationship with Jobs; relationship with Jobs and Rogers; trip to India with Jobs
Kramlich, Richard
L
Leary, Timothy
Lewin, Dan’l
Licht, Hildy
Lisa; advertising meeting on; introduction of; Mac and; preview of ; sales techniques for
Lisaguide
Livingston, Sherry ; Apple stocks and; on Apple III
Lockheed Corporation: changed image of; impact of missile division on Santa Clara Valley
Lutus, Paul
M
McCollum, John
Macintosh computer (Mac): advertising for; competition problems; headquarters for; history of; introduction of; marketing of; meeting on publicizing of; pricing of ; weekly lunch meeting on ; work session on introduction of
McKenna, Regis; background; bureaucratization of Apple Computer and; growth of Apple Computer and; handling of press by
Mannock, Jerry
Markkula, Mike; attitude toward work conditions; choice of Scott as president of Apple Computer; complaints about Scott to; Draper and ; financial worth of; and First West Coast Computer Faire ; IBM Personal Computer and; impact of wealth on ; invests in Apple Computer ; management-employee relations and; marketing and ; problems between Jobs and Scott and; recruitment from Intel and; resignation of Scott and; retires as president; role in attracting investors to Apple; role in 1977; sale
Markkula, Mike (cont’d.)
of Apple stocks and; status at Apple; stock options and; on Whitney
Martin, Gary
Martindale, Jim
Mattel
Mauro, Chuck
Maytag, Fritz
Melmon, Richard
Microcomputers: disk drives and ; impact on Homebrew Computer Club
“Micro-8 Newsletter,”
Microprocessors; impact of ; prices in 1975
Milledge, Vicki
Millek, Marek
Minsky, Marvin
MITS
Mollard, Roy
Moody, Bob
Moore, Fred; background ; and Community Memory Project; and Homebrew Computer Club
Morgan Stanley
Morris, Anthony
MOS Technology
Motorola 6800 microprocessor
Murray, Michael
N
National Computer Conference
National Semiconductor
Newsweek
Newton, Bob
Nixon, Richard
Nold, Ellen
Nova microcomputer
Noyce, Robert
O
Opel, John
Oregon Feeling Center
Osborne, Adam
Osborne Computers
P
PARC
Pascal
Peddle, Charles H.
Penny Arcade (video game)
Penthouse
People’s Computer Company
Personal Software
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