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their expertise and stories, and provided encouragement and support. The list includes but is not limited to: Gordon Bell, Warren Berger, Robert Brunner, Vinnie Chieco, Traci Dauphin, Seth Godin, Evan Hansen, Nobuyuki Hayashi, Peter Hoddie, Guy Kawasaki, John Maeda, Bill Mog gridge, Geoffrey Moore, Pete Mortensen, Don Norman, Jim Oliver, Cordell Ratzlaff, Jon Rubinstein, Adrienne Schultz, John Sculley, Dag Spicer, Patrick Whitney, and other sources who asked not to be named.

Special thanks to Ted Weinstein for suggesting the book and providing constant encouragement.

Notes

Introduction

1 Alan Deutschman, The Second Coming of Steve Jobs (New York: Broadway, 2001), pp. 59, 197, 239, 243, 254, 294-95; William L. Simon and Jeffrey S. Young, iCon: Steve Jobs, The Greatest Second Act in the History of Business (Hoboken, NJ: John Wiley & Sons, 2005), pp. 212, 213, 254.

2 “Steve’s Job: Restart Apple,” by Cathy Booth, Time, Aug. 18, 1997. (http://www.time.com/time/magazine/article/0,9171,986849,00.html)

3 “Oh, Yeah, He Also Sells Computers,” by John Markoff, New York Times, April 25, 2004.

4 Private e-mail from Gordon Bell, November 2007.

5 Smithsonian Institution Oral and Video Histories: “Steve Jobs,” by David Morrow, April 20, 1995. (http://americanhistory.si.edu/collections/comphist/sj1.html)

6 “Google’s Chief Looks Ahead,” by Jeremy Caplan, Time, Oct. 2, 2006. (http://www.time.com/time/business/article/0,8599,15414 46,00.html)

7 “How Big Can Apple Get?” by Brent Schlender, Fortune, Feb. 21, 2005.

8 Stanford University commencement address by Steve Jobs, June 12, 2005. (http://news-service.stanford.edu/news/2005/june15/jobs-061505. html)

9 Guy Kawasaki, personal interview, October 2006.

10 Gil Amelio with William L. Simon, On the Firing Line: My 500 Days at Apple (New York: Harper Business, 1999), Preface, p. x.

Chapter 1: Focus

1 “Steve Jobs’ Magic Kingdom. How Apple’s demanding visionary will shake up Disney and the world of entertainment,” by Peter Burrows and Ronald Grover, with Heather Green in New York. Business Week. Feb. 6, 2006. (http://www.businessweek.com/magazine/content/06-06/ b3970001.htm)

2 “IBM had a 10.8 percent market share; Apple 9.4 percent; and Compaq Computer 8.1 percent, according to market research firm IDC,” New York Times, Jan. 26, 1995, Vol. 144, No. 49953.

3 “Apple’s Executive Mac Math: The Greater the Lows, the Greater the Salary,” by Denise Carreso, New York Times, July 14, 1997.

4 Amelio with Simon, On the Firing Line, p. 192.

5 Ibid., p. 193.

6 Ibid., p. 199.

7 “Steve’s Job: Restart Apple.”

8 In the first quarter of 1996, Apple recorded a loss of $740 million.

9 Amelio with Simon, On the Firing Line, p. 200.

10 Ibid., p. 198.

11 Apple’s Worldwide Developers Conference, May 11, 1998.

12 Don Norman, personal interview, October 2006.

13 Deutschman, The Second Coming of Steve Jobs, p. 256.

14 Jim Oliver, personal interview, October 2006.

15 Oliver said he was later amazed that Apple’s revenues did indeed bottom out at about $5.4 billion.

16 “Steve’s Job: Restart Apple.”

17 Ibid.

18 Ibid.

19 “Steve Jobs’ Magic Kingdom.”

20 IDC, Top 5 Vendors, United States PC Shipments, Third Quarter 2007. (http://www.idc.com/getdoc.jsp;jsessionid=Z53BVC Y1DTPR2CQJAF ICFGAKBEAUMIWD?containerId=prUS20914007)

21 “Steve Jobs’ Magic Kingdom.”

22 “The Three Faces of Steve. In this exclusive, personal conversation, Apple’s CEO reflects on the turnaround, and on how a wunderkind became an old pro,” by Brent Schlender and Steve Jobs, Fortune, Nov. 9, 1998. (http://money.cnn.com/magazines/fortune/fortune-archive/ 1998/11/09/250880/index.htm)

23 “Steve’s Job: Restart Apple.”

24 Jim Oliver, personal interview, October 2006.

25 Seybold San Francisco/Publishing ’98, Web Publishing Conference, special keynote: Steve Jobs, Aug. 31, 1998.

26 “Steve Jobs on Apple’s Resurgence: ‘Not a One-Man Show’,” by Andy Reinhart, Business Week Online, May 12, 1998. ( http://www .businessweek.com/bwdaily/dnflash/may1998/nf80512d.htm)

27 “Gates Takes a Swipe at iMac,” CNET News.com staff, July 26,