West of Eden: End of Innocence at Apple Computer

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9780099762003: West of Eden: End of Innocence at Apple Computer

It seems unthinkable today. But a quarter-century ago, when personal computers were still new, Steve Jobs was cast out of Apple. The year was 1985. IBM and Microsoft dominated the computing world. The revolutionary Macintosh, launched with such fanfare the year before, was foundering. And Jobs, the guiding force at Apple from the beginning, seemed a threat to his own company. West of Eden, a national best-seller when it first appeared in 1989, now updated with a new introduction, tells how Jobs lured John Sculley from Pepsi-Cola to lead Apple into the future and then found himself pushed into exile. This kind of corporate intrigue was far from the entrepreneurial innocence of the early years of Apple. But this is more than a tale of corporate upheaval. It is a story of America in the eighties, when computers seemed as much a threat as a promise, conformity ruled in the corporate suites, and a desire to change the world was almost automatically suspect. It is the story of a visionary's fall.

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About the Author:

Frank Rose is the author most recently of The Art of Immersion: How the Digital Generation Is Remaking Hollywood, Madison Avenue, and the Way We Tell Stories, forthcoming from Norton in February 2011. He has been a contributing editor at Wired since 1999, writing about such topics as the Year Zero alternate reality game, Sony's enormous gamble on the PlayStation 3, and the rise of Philip K. Dick in Hollywood. After the initial publication of West of Eden in 1989, he worked as a contributing writer at Premiere and wrote The Agency: William Morris and the Hidden History of Show Business, about the long rise and near-collapse of the oldest and for many years most powerful talent agency in Hollywood. He has also been a contributing writer at Fortune, a contributing editor at Esquire and Travel + Leisure, and a contributor to New YorkThe New York Times MagazineRolling Stone, and Vanity Fair. He lives in the East Village of Manhattan, where he got his start covering the punk scene at CBGB for The Village Voice, and posts on the subject of immersive media at his Deep Media blog.


"Rose does a fine job of capturing the heady early days in the personal-computer industry.... No other book has done a better job of presenting the bitter breakup between Sculley and Jobs."  --Newsweek

"Readers don't need to worry that Mr. Rose was chewed up by Apple's public relations machine.... He provides convincing proof that life at young California companies was anything but laid back."  --Michael Moritz, The Wall Street Journal

"A textured, multi-dimensional work.... This book can be enjoyed on a number of levels, and each will be rewarding. It's exciting reading." --Robert Sobel, Barron's

"A vivid, intriguing portrait of an extraordinary community... The Steven Jobs that West of Eden describes would be a magnificent fictional character, an apprentice sorcerer with powers beyond his ken... This is a gem." --Chicago Tribune

"Zesty, highly readable.... West of Eden delivers a bracing keyhole view of a swarm of rich, talented people frequently at each others' throats." --San Francisco Chronicle

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Frank Rose
Published by Arrow Books Ltd
ISBN 10: 0099762005 ISBN 13: 9780099762003
New Paperback Quantity Available: 1
(Dublin, Ireland)

Book Description Arrow Books Ltd. Paperback. Book Condition: New. UNUSED, GOOD, NOT EX-LIBRARY, 356 pages. This book describes the growth of the computer company which began its life in a garage, grew to a billion-dollar corporation, and was taken over by marketing executives who drove out its founders. Bookseller Inventory # 10061

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