Table of Contents Title Page Copyright Page Dedication Acknowledgements Introduction BOOMTOWN BY THE BAY SUPER SECRET SKY SPIES CARBURETORS AND MICROPHONES THE CREAM SODA COMPUTER THE CONDUCTOR THE LITTLE BLUE BOX HONEY AND NUTS BUCKETS OF NOISE STANLEY ZEBER ZENSKANITSKY HALF RIGHT A LOT OF POOP MERCEDES AND A CORVETTE WHAT A MOTHERBOARD UP TO SPEC THE BEST SALESMEN THE BOZO EXPLOSION THE PLATINUM CREDIT CARD WELCOME IBM, SERIOUSLY - EPILOGUE INDEX Also by Michael Moritz (with A. Barrett Seaman) Going for Broke: The Chrysler Story The Overlook Press, Peter Mayer Publishers, Inc. 141 Wooster Street New York, NY 10012 www.overlookpress.com Copyright © 1984, 2009 by Michael Moritz The author gratefully acknowledges Fortune for permission to reprint content included in the Prologue here. This book, excluding the Prologue and Epilogue, was previously published in a slightly different form under the title The Little Kingdom: The Private Story of Apple Computer (William Morrow & Co, 1984). All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system now known or to be invented, without permission in writing from the publisher, except by a reviewer who wishes to quote brief passages in connection with a review written for inclusion in a magazine, newspaper, or broadcast. Cataloging-in-Publication Data is available from the Library of Congress eISBN : 978-1-59020364-4 http://us.penguingroup.com For the best additions since the first edition: HCH JWM WJM ACKNOWLEDGMENTS Dozens of people agreed to be interviewed for this book. Many did not. I hope that those who opened their doors and interrupted more profitable pursuits don’t feel they wasted their time. Others kindly let me rummage through filing cabinets and peer at photograph albums while the editors of the San Jose Mercury News made me welcome in their morgue. Dick Duncan, Time’s chief of correspondents, tolerated another of my disruptive excursions and gave me a leave of absence. Ben Cate, Time’s West Coast Bureau chief, provided the unwavering support that those who have worked for him will understand. Catazza Jones improved a first draft, Julian Bach took care of business, and Maria Guarnaschelli applied a deft and graceful touch. —MICHAEL MORITZ Potrero Hill Spring 1984