Getting to the core of Apple

video Guy Kawasaki looks at Apple's ups and downs, "Cult of Mac" author appraises the fervor, and more.

As Apple Computer celebrates its 30th, company veterans and commentators talk about the ins, outs and idiosyncrasies of the last three decades.

To see CNET News.com's complete special coverage on the Apple anniverary, click here. Highlights include photo galleries showing the evolution of the Mac interface and the devotion of Apple fans.


CNET's Charles Cooper, Ina Fried, Scott Ard and James Kim talk about using, covering and marveling at Apple. How did the company get this far, and what's in its future?


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Living next to Apple

CNET News.com's Amanda Termen visits Cupertino, Calif., the Silicon Valley suburb where Apple Computer has based its operations for decades, to find out what kind of neighbor the Mac maker is.


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Big Brother vs. the Mac

In 1984, Apple called on Ridley Scott, the man behind "Blade Runner," to direct the TV spot that would whet the world's appetite for this strange new thing called the Mac. Here's the Orwellian ad some now call a classic.


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God and Jobs

Guy Kawasaki, who logged two separate stints as an Apple evangelist, serves up his explanation of how the company has managed to survive. It has something to do with God, and Steve Jobs.


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Apple-flavor Kool-Aid

More from Kawasaki. On a post-Jobs Apple: "It will tank for awhile, but then, you know, God'll pick it up again." Also: Kool-Aid, dope, totalitarians and weirdness.


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The Woz

Apple co-founder Steve Wozniak talks about the early days of the Apple PC and why it was designed the way it was. Hint: The Woz was scanning the back pages of catalogs for the most-affordable memories he could find.


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Kahney on the "Cult"

"Cult of the Mac" author Leander Kahney talks about the lack of a cult of Dell, Gateway or Microsoft. Also: During the tough years, infiltrating Sears and Penney's with volunteer Mac salesmen.


Owen Linzmayer, author of "Apple Confidential 2.0," looks at how the company uses secrecy as a marketing tool, how consumers regard Apple products as fetish objects, and how Steve Jobs and Apple are two sides of the same coin.


What was Apple's worst product? The Newton? Not so fast, says Linzmayer: "Even Apple's mistakes end up turning into successes somehow." Also: Who invented the Mac? Apple or Xerox? And who the heck is Ron Wayne?


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"Banana" Computer?

Linzmayer on stylish design, black turtlenecks, the iPod effect and why Apple isn't called Banana.


 

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