David Pogue discusses his new book, Apple: The First 50 Years, covering the inspiration behind it, the unusual format, and the research required to assemble its stories and images. The discussion explores Apple's greatest turning points, quirky Steve Jobs anecdotes, unseen prototypes, and the company's enduring mission. The conversation also looks at why Apple inspires such loyalty, scrutiny, and fascination across generations.

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Show Notes:

Chapters:

[0:00] Introduction to David Pogue and the new Apple history book

[1:18] How the idea for the 50-year Apple book began

[2:29] The book's unusual format and non-linear design

[4:01] Apple as the greatest turnaround story in business

[5:57] The story behind the iMac name

[7:00] Rare photos, prototypes, and early iPod concepts

[9:26] The challenge of gathering and licensing images

[11:10] Printing decisions, color production, and book pricing

[12:29] Steve Jobs' quirky side and the Mr. Macintosh story

[14:41] Wozniak, pranks, and Jobs' lesser-seen personality

[16:23] Lessons from Apple's history and enduring mission

[18:45] Apple's obsession with excellence and product accuracy

[19:34] Why Apple draws so much scrutiny and devotion

[21:38] Final thoughts on the book's value and impact

Guests:

David Pogue is a seven-time Emmy-winning correspondent for CBS Sunday Morning. He's also a New York Times bestselling author, a five-time TED speaker, and host of 20 NOVA science specials on PBS. From 2000 to 2013, he was The New York Times weekly tech columnist.

He's written or cowritten more than 120 books, including dozens in the Missing Manual tech series, which he created in 1999; six books in the For Dummies line (including Macs, Magic, Opera, and Classical Music); two novels; his three bestselling Pogue's Basics books of tips and shortcuts (on Tech, Money, and Life); his practical guide to the climate crisis, How to Prepare for Climate Change; and his 2026 magnum opus, Apple: The First 50 Years.

After graduating summa cum laude from Yale in 1985 with distinction in music, Pogue spent ten years conducting and arranging Broadway musicals in New York. He has won a Loeb Award for journalism, two Webby awards, and an honorary doctorate in music. He lives with his wife Nicki near New York City.