d had a ten-year jump on the industry. But then something went very wrong at Apple and soon the company that brought about the personal computer revolution and a computer that was "insanely great" today tentatively clings to a mere 3.7 percent share of the market that it helped to create. Jim Carlton has written the most detailed study to date of the past decade of Apple's history. He portrays a company that designed computers for "the rest of us," ad what might of been and what really happened to the computer company that changed the world. It all began with two young men, one a born salesman and one a born engineer. Together they made magic with the Apple II, but when IBM entered the PC market Apple had completion. After a trip to Xerox PARC Jobs and company came back to Apple with a new computing system. At first the system failed because the Lisa, as it was called, was way over-priced. but Apple got it right when the first Macintosh was introduced and was an astounding success. At that time a bitter internal struggle between the ones that backed the Apple II and the ones who backed the Macintosh started to pull the company apart. Then internal debates within management set Apple on a devastating course of lost opportunities. Unable to license out the Macintosh Operating System, unable to offer lower priced Macs, unable to reward people for the work they had done, unable to reign in cost, and unable to keep a permanent CEO first starting with Steve Jobs, then John Sculley, to Michael Spindler, and now back to Steve Jobs. After the failure to support the clone makers, providing PCs', unable to keep up with demand, and unable to compete with Bill Gates has left Apple in a vulnerable state. What is the future of Apple? In this book Jim Carlton captures the culture of Apple and of Silicon Valley and how it all went wrong. A fascinating and troubling account of a company that had so much promise and threw it all awayMicrosoft is the domin...
