Steven Levy spent more than a year talking to past and present Apple executives and employees about the company’s former headquarters at One Infinite Loop in Cupertino, California. As Levy describes it:
Infinite Loop was the place where Apple’s leaders and engineers pulled off a historic turnaround, and it will always be the source of stories and legends—many of them untold. Until now.
It’s hard to pick among the anecdotes in Levy’s history, but one of my favorites is this from Phil Schiller because it captures the tough choice that had to be made when Steve Jobs returned to Apple and his empathy for customers:
Schiller: We’re like, “Steve! Newton customers are picketing! What do you want to do? They’re angry.” And Steve said, “They have every right to be angry. They love Newton. It’s a great product, and we have to kill it, and that’s not fun, so we have to get them coffee and doughnuts and send it down to them and tell them we love them and we’re sorry and we support them.”
There are fascinating details about Apple’s history in Levy’s piece that you won’t find anywhere else, and he’s done an excellent job weaving them into a cohesive, chronological narrative that shouldn’t be missed.