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Title: Briskly written, informative and entertaining
Review: Apple's estimated share of the worldwide personal computer market is only 2%. Why is a company with such a tiny slice of a multibillion-dollar pie so prominent, influential and highly respected? Jeffrey L. Cruikshank's briskly written, informative and entertaining book examines the philosophy and management principles of one of the world's most innovative companies. In an industry known for cutthroat competition, Apple really has none - at least for now. The company, under visionary CEO Steve Jobs, has carved out a unique niche. The mercurial Jobs deserves the lion's share of the credit for bringing equilibrium, profitability and promise to the company since his triumphant return to Apple in 1997. Although Apple is probably inimitable, we recommend this book to managers who wish to learn how it navigated the heavy seas of business.
