Andy Serwer is the managing editor of Fortune magazine. He was kind enough to contribute the following on All About Steve: The Story of Steve Jobs and Apple from the Pages of Fortune.
Andy Serwer: Fortune has covered the epic career of Steve Jobs every step of the way, culminating in the magazine's naming him CEO of the Decade in 2009. So when he announced his decision in August to step down from that role at Apple, I decided we should give readers the chance to revisit the remarkable narrative as Fortune has reported it over three decades. Senior editor-at-large Brian Dumaine gathered up 46 major feature stories and read them over a weekend as the deluge of Hurricane Irene buffeted his home in New York. He was struck by how many different turns Jobs had in his career. "It was like reading a history of modern infotechnology through the life of one man," he recalls. At his recommendation, we chose 17 classic stories spanning the years 1983 to 2011 for our new anthology, All About Steve: The Story of Steve Jobs and Apple, From the Pages of Fortune. In serial form, it's the tale of a cultural icon who revolutionized computing, telephones, movies, music, retailing, and product design.
The stories show in unparalleled detail that this was no straight shot at success. Jobs befell all manner of intrigue, brick walls, and pitfalls before his ultimate vindication. Our earliest story in the collection, "Apple's Bid to Stay in the Big Time," from February, 1983, reminds us of Apple's ups and downs: "Apple has yet to prove it is capable of repeating its success." A decade later we have Jobs and Bill Gates sitting down together to assess the computing landscape for Fortune. Next comes Jobs's banishment, then his return, and then finally Jobs sets about proving Apple's capacity for reinvention. In our story about the creation of the iPod, "Apple's 21st-Century Walkman," in November, 2001, we reported, "About the size of a pack of cigarettes, the iPod is more than just a portable sound machine… The progeny of an eight-month crash-development project, the iPod also vividly illustrates how Apple's engineering and software skills could make it a force to be reckoned with in the consumer electronics business." And how.
All these stories are the product of deep reporting. In many cases our writers spent hours interviewing Jobs and plumbing his mind. Veteran Apple watchers and award-winning journalists such as Brent Schlender, Adam Lashinsky, and Peter Elkind interviewed dozens of Apple employees and insiders. The stories lay out with unique insight the career of a man with relentless drive and a single underlying passion--to carry out his vision of how all of us would use technology. In the end he was proved right a billion times over, and his company became one of the most successful enterprises on the planet.
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All About Steve: The Story of Steve Jobs and Apple is available now, only on Kindle.