Apple: The First 50 Years by David Pogue - Book Review

Apple is the last of the original "Holy Trinity" of personal computer manufacturers. Whereas Tandy and Commodore are long gone, by luck, good judgement, and even more luck (especially in the 90's!), Apple have not only survived but have become, at the time of writing, the third most valuable company in the world by market capitalisation. That doesn't mean much to the average person but some people's boats are floated by such things so, yeah, whatever. Anyway, to mark its fiftieth year, David Pogue has written what is intended to be a comprehensive history of the corporation. 

Before we dive into this absolute chonk of a tome, gentle reader, let us get the obvious out of the way first. Apple is, to put it mildly, a divisive company. Some absolutely love its products, corporate outlook, and sense of style (although not all at the same time), whereas others consider it an over-controlling crusher of personal choice and expression. This review isn't going to be a polemic either way. It's just a review of a book after all.

Must... resist... the... urge to caption the back cover photo!!!

Beginning with the two Steves, the author delivers a cleanly written and engaging history of the company. The layout is spacious and there's plenty of room for imagery to breathe. With a few sidesteps here and there, the narrative is delivered chronologically, and where hardware is discussed, boxouts provide the dates of availability, price at the time, some basic specs, and a factoid. Similarly, where significant individuals are introduced, they also receive a box out with a mini-bio including areas of interest before and after their time at Apple. 

Style, power, lead-acid batteries. What's not to like?

There isn't much left uncovered, with even cancelled hardware getting an airing too, although as a hardware person, I would like to have seen a smidge more detail on the "what might have beens." That being said, the book is already at near six hundred pages and the paper quality does come across as a compromise between print reproduction and sheer bulk. And if you ever wanted to know how the iPhone came about, well, you'll be well covered here.

If Robert Ludlum had written The Matrix novelisation. 

The tone can vary somewhat. Where criticism of the company is due, it is delivered with a light tough, perhaps too light, although to the credit of the author, it does not descend into full on fawning over the Church of Jobs and co. And yet, given the company's recent (cough) publicity (cough) with the current US Administration, no matter how warm and fuzzy using an Apple product might make you feel, they are, at the end of the day, there to make money and that's about it. 

Yes, cynical, I know, but it's true. The company just happens to be very good at it.

For all of their age, somehow the content still feels relevant.

Another (minor) flaw, but funnily enough only around the sections about the early 1990's, is that the dates get a bit confused. Events are mentioned in the wrong year, and the foretelling of ARM's contribution to Apple's financial survival is pushed a decade out. These aren't huge issues by any means, and it calms down once we head towards the millennium, but readers beware: using this tome as a reference will require additional confirmation before you start quoting it. Mind you, as I was taught at school, any and every source should be supported if being used as a reference. 

If forced in 1991 to pick either System 7 or Windows 3.0, I choose RISC OS 3.0 ;-)

All in all, this is an interesting read, and one that sheds a good deal of light on a tech company that was there at the very beginning of the personal computer revolution (as far as America was concerned - the Apple II was always stupidly over-priced in the UK), and one that has, in many ways, influenced the direction of travel for personal tech over the last 50 years.

As a single volume summary on the history of one of Tech's biggest companies, this one is hard to beat even once you take into account its idiosyncrasies. Leaving aside politics and corporate ethics (an oxymoron, surely?), it is a decent history and is an overall worthwhile contribution to the literature documenting Apple. You can pick up or order a copy in at the usual physical and online bookstores.