The Apple Way

Jeffrey L. Cruikshank

Jan 2006 · McGraw Hill Professional

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Most hardware and software companies experience cycles of success and failure, that pattern is certainly not a compelling publishing topic. When you add in the name of Apple Computer, the picture changes from ho-hum to humdinger though.

Right now, Apple’s shares have surged to a 4-year high, and along with the runaway success of Apple’s iPod (10 million iPods sold as of Dec 2004, and 2 million+ units sold in the last 3 months alone), Apple stock seems poised to only increase in value. There’s a “halo” effect beginning to take hold – simple put, consumers and business people alike are so impressed with iPod’s technology and success that they’re taking a second look at other Apple products and in particular Macintosh computers.

If the current trends continue, Apple will have sparked yet another revolution in the personal computer arena, and will regain ground many thought was lost for good. The Apple Way shows how this company’s steps and missteps have molded and shaped them, and what lessons the world at large can learn from Apple.

Apple has emerged as a Wall Street phenomenon with its stock increasing in value some 250% in the past year

Uses the proven pedagogy of the existing Way books to provide bite-sized business success maxims and Apple’s underlying guiding principles

Includes lessons learned the hard way by revealing the company’s strengths and obstacles

Cruikshank has played a role in developing the following M-H books: Pink Cadillac, Leadership Secrets of Colin Powell, What It Takes to Be Number One, The Essential Vince Lombardi, Get Better or Get Beaten (condensed edition), plus many others

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Jeffrey L. Cruikshank is the author or coauthor of numerous books for practicing managers, including The Intellectual Venture Capitalist: John H. McArthur and the Work of the Harvard Business School (Harvard Business School Press). He also played a key role in developing several McGraw-Hill titles, including The Leadership Secrets of Colin Powell and The Essential Vince Lombardi.