The Apple Way

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The Apple Way
by Jeffrey L. Cruikshank
from McGraw-Hill

Customer Reviews:

• Avg. Customer Rating: 4.0 / 5.0

• A History of Apple Marketing and Management
  I listened to the audio version of this book. I was disappointed by it. It is actually a decent overview of the history of Apple's management and marketing, but that's not what it claims to be. The book makes the claim to contain "12 management lessons" taken from Apple. These lessons are completely lost in the history. I expected analysis of what Apple did right and wrong and some application of that to a more general market. What I got was a history book with very little actual analysis in it. The lessons... more info

• Very well written - management lessons without MBA type vocabulary
  The book seems to have been written after thorough research into Apple's history and its business style. The analysis is accurate and is well supported by events and anecdotes in Apple's history.
  I liked the book for its simplicity and storytelling style. You dont need to have an MBA to understand it - simple lessons explained well with supporting evidence.

• Briskly written, informative and entertaining
  Apple's estimated share of the worldwide personal computer market is only 2%. Why is a company with such a tiny slice of a multibillion-dollar pie so prominent, influential and highly respected? Jeffrey L. Cruikshank's briskly written, informative and entertaining book examines the philosophy and management principles of one of the world's most innovative companies. In an industry known for cutthroat competition, Apple really has none - at least for now. The company, under visionary CEO Steve Jobs, has... more info

• Incredible Book!
  I was writing a public relations case study on Apple Computer (now just Apple, Inc.) for a senior-level mass communication class and this book was absolutely WONDERFUL to have because it really showed what Apple is known for and does well. It's also a great read for anyone else, from the person who doesn't know anything about the company to someone that has a business of their own. The lessons in this book are applicable to any business, and they are good lessons to learn. Apple is really a company that has... more info

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