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  • Apple Subtly Supporting New Steve Jobs Book


    On Tuesday, the eagerly anticipated “Becoming Steve Jobs" book will officially go on sale. And unlike countless previous works about the life and legacy of Steve Jobs -- including Walter Isaacson's best-selling tome -- Apple executives are getting behind this new work and helping to promote its release.

    Whether it's by granting interviews to the book's author, or simply talking it up on social media, executives at Apple are clearly behind this unauthorized biography of their late friend and CEO. Written by Brent Schlender and Rick Tetzeli, the work in question is viewed in a very positive light by Apple brass.

    Isaacson's bio did a “tremendous disservice” to Jobs, Tim Cook says, adding that it "didn’t capture the person... The person I read about there is somebody I would never have wanted to work with over all this time.”

    Even Jony Ive, Apple’s design boss and a very close friend of Steve Jobs, said “My regard couldn’t be any lower” for Isaacson's book. On the other hand, "Becoming Steve Jobs" elicits a completely different response from Apple execs. Eddy Cue even called it the “best portrayal" of Jobs to date. "Well done and first to get it right.”

    Of course, the authors say getting Apple approval wasn't a cake walk. So how did they do it? “I think our patience and quiet perseverance was what eventually won them over,” Schlender is quoted by the NYT.

    To learn more about the Tuesday release of "Becoming Steve Jobs," click here.

    Source: NYT
    This article was originally published in forum thread: Apple Subtly Supporting New Steve Jobs Book started by Michael Essany View original post