Apple Inc. (AAPL)’s Reaction To New Book On Steve Jobs
Apple Inc. (NASDAQ:AAPL) executives, especially those who brushed shoulders with the company’s pioneer, Steve Jobs, have praised the new book about Jobs. At the same time, the executives have continued their attack on an earlier book about Apple’s co-founder. The new book about Jobs, Becoming Steve Jobs goes on sale this week.
Becoming Steve Jobs is an unauthorized biography of Apple Inc. (NASDAQ:AAPL) co-founder Steve Jobs. The authors of the new book are Rick Tetzeli and Brent Schlender. Job’s authorized biography, Steve Jobs, written by Walter Isaacson, was published shortly after the death of Jobs in 2011. Apple brass has attacked Steve Jobs, claiming that the book failed to capture the personality of the man himself. At some point Apple’s current CEO, Tim Cook, said that the person he reads in Steve Jobs is one that he would never have wanted to work with for such a long time.
Apple Inc. (NASDAQ:AAPL)’s design executive, Jony Ive, also criticized Isaacson’s account about Jobs in the book Steve Jobs. Ive admitted that he had only read parts of Isaacson’s book.
Concerning the new book, Becoming Steve Jobs, Apple Inc. (NASDAQ:AAPL) executives are happy that finally an accurate account of the character and life of Jobs has been published. Although Apple initially refused to grant interviews for the new book, the authors of the book said that their patience paid off. After 18 months, Apple changed its mind and agreed to grant interviews for Becoming Steve Jobs.
The book has been endorsed by Apple and top executives of the company are willing to openly share their delight with Rick Tetzeli and Brent Schlender’s work.
According to Apple Inc. (NASDAQ:AAPL)’s head of Software and Internet services, Eddy Cue, Becoming Steve Jobs is the first book about the late Apple pioneer to get things right about him. In a tweet, Cue further said that the new book is the only one recommended by those who knew Jobs best. Schlender, one of the authors of Becoming Steve Jobs, is a technology journalist who observed Jobs for nearly 25 years.
With the endorsement by Apple Inc. (NASDAQ:AAPL) executives, the publisher of Becoming Steve Jobs has raised the print run for the book to 85,000 copies, up from the earlier planned printing of 40,000 copies.
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