A disappointing book about a lovable company. Carlton, a West Coast technology reporter for the Wall Street Journal, here provides an in-depth look at Apple's woes through the years. There are no easy answers to its failures, though it's tempting to blame former CEOs like Michael Spindler, the German- born leader so rattled by his job that he left, literally, on life support; Gil Amelio, a techie who didn't understand how to market a brand-name; and even Steve Jobs, a larger-than-life presence ousted by John Sculley, who was later ousted himself. Apple's real downfall may have been how loyal its users became—Sculley, who had been a fantastic marketer at Pepsi, refused to license Macintosh applications and even the Mac ``box,'' a decision that pared down Apple's users to a tiny band of fanatics. Companies were attracted to the elegant Macintosh but were dissuaded when they couldn't buy inexpensive knock-offs, as they could with so many other brands, and the inefficient Microsoft system became the industry standard. Time and again, Apple misunderstood the demands of the market; for example, when the company introduced the PowerBook, it overstocked the cheap model and understocked the top-of-the-line models, ignoring the obvious fact that computer fans are willing to spend money in order to get the latest tech toy. Thousands of orders for the expensive PowerBook went unfilled, and Apple suffered a blow to its ego and its bottom line. But while its problems are fairly evident, Carlton fails to get at the heart of Apple, to what inspired such devotion from users and employees. And like so many products in the high-tech industry, this book is already somewhat obsolete, with the recent resignation of Mike Markkula and the return of Steve Jobs. Apple fans are a die-hard bunch, and this dry corporate history simply lacks the passion that Mac users feel about their product.

Pub Date: Nov. 3, 1997

ISBN: 0-8129-2851-2

Page Count: 352

Publisher: Times/Henry Holt

Review Posted Online: May 19, 2010

Kirkus Reviews Issue: Sept. 15, 1997


Striking research showing the immense complexity of ordinary thought and revealing the identities of the gatekeepers in our...

A psychologist and Nobel Prize winner summarizes and synthesizes the recent decades of research on intuition and systematic thinking.

The author of several scholarly texts, Kahneman (Emeritus Psychology and Public Affairs/Princeton Univ.) now offers general readers not just the findings of psychological research but also a better understanding of how research questions arise and how scholars systematically frame and answer them. He begins with the distinction between System 1 and System 2 mental operations, the former referring to quick, automatic thought, the latter to more effortful, overt thinking. We rely heavily, writes, on System 1, resorting to the higher-energy System 2 only when we need or want to. Kahneman continually refers to System 2 as “lazy”: We don’t want to think rigorously about something. The author then explores the nuances of our two-system minds, showing how they perform in various situations. Psychological experiments have repeatedly revealed that our intuitions are generally wrong, that our assessments are based on biases and that our System 1 hates doubt and despises ambiguity. Kahneman largely avoids jargon; when he does use some (“heuristics,” for example), he argues that such terms really ought to join our everyday vocabulary. He reviews many fundamental concepts in psychology and statistics (regression to the mean, the narrative fallacy, the optimistic bias), showing how they relate to his overall concerns about how we think and why we make the decisions that we do. Some of the later chapters (dealing with risk-taking and statistics and probabilities) are denser than others (some readers may resent such demands on System 2!), but the passages that deal with the economic and political implications of the research are gripping.

Striking research showing the immense complexity of ordinary thought and revealing the identities of the gatekeepers in our minds.

Pub Date: Nov. 1, 2011

ISBN: 978-0-374-27563-1

Page Count: 512

Publisher: Farrar, Straus and Giroux

Review Posted Online: Sept. 3, 2011

Kirkus Reviews Issue: Sept. 15, 2011


Occasionally wonky but overall a good case for how the dismal science can make the world less—well, dismal.

“Quality of life means more than just consumption”: Two MIT economists urge that a smarter, more politically aware economics be brought to bear on social issues.

It’s no secret, write Banerjee and Duflo (co-authors: Poor Economics: A Radical Rethinking of the Way To Fight Global Poverty, 2011), that “we seem to have fallen on hard times.” Immigration, trade, inequality, and taxation problems present themselves daily, and they seem to be intractable. Economics can be put to use in figuring out these big-issue questions. Data can be adduced, for example, to answer the question of whether immigration tends to suppress wages. The answer: “There is no evidence low-skilled migration to rich countries drives wage and employment down for the natives.” In fact, it opens up opportunities for those natives by freeing them to look for better work. The problem becomes thornier when it comes to the matter of free trade; as the authors observe, “left-behind people live in left-behind places,” which explains why regional poverty descended on Appalachia when so many manufacturing jobs left for China in the age of globalism, leaving behind not just left-behind people but also people ripe for exploitation by nationalist politicians. The authors add, interestingly, that the same thing occurred in parts of Germany, Spain, and Norway that fell victim to the “China shock.” In what they call a “slightly technical aside,” they build a case for addressing trade issues not with trade wars but with consumption taxes: “It makes no sense to ask agricultural workers to lose their jobs just so steelworkers can keep theirs, which is what tariffs accomplish.” Policymakers might want to consider such counsel, especially when it is coupled with the observation that free trade benefits workers in poor countries but punishes workers in rich ones.

Occasionally wonky but overall a good case for how the dismal science can make the world less—well, dismal.

Pub Date: Nov. 12, 2019

ISBN: 978-1-61039-950-0

Page Count: 432

Publisher: PublicAffairs

Review Posted Online: Aug. 28, 2019

Kirkus Reviews Issue: Sept. 15, 2019

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