Rating: 
Summary: It's OK . . .
Review: Jim Carlton's "Apple" is a fascinating account about the growth, the fall, the rebirth, and the slow decline of one of Silicon Valley's original PC pioneer. It provides an exhaustive account of the egos and problems within the top ranks that prevented Apple from being a great company. Again and again, Carlton shows how Apple blew opportunities to become a "standard" in the PC industry if it had licensed its technology, merged with a partner like IBM or Sun, or just had the competence to execute effectively and efficiently.For the most part, I do agree with Carlton's account. However, one cannot help but feel after reading numerous accounts of Apple's "failures" or "lost opportunities" if Carlton is making too much out of Apple's strategy. Carlton also implicitly believes that becoming "the standard" could have been and should have been Apple's only goal. Naturally, like another reviewer, I got tired of reading Carlton's 20/20 hindsight version of history that harps on every failure as somehow contributing to the company's decline. The book was also published around 1999, so while it does include a section on Job's return and Apple's introduction of the iMac, it naturally missed out on some of Apple's more recent accomplishments: the new TiBook, the iBook, OS X, the "digital hub" strategy, and the fact that Apple is sitting pretty these days as other Wintel box makers are seeing their companies disintegrate under brutal price wars and commoditization. Overall, Carlton's book provides a good history of the company, but its propensity to apply a 20/20 hindsight type of history that harps on every mistake the company made gets annoying after awhile.
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