David Pogue’s ‘Apple: The First 50 Years’

Thursday, 2 April 2026

Pogue was my guest on The Talk Show a few weeks ago to talk about his new book, Apple: The First 50 Years, and the show was a lot of fun. But the book is so good, so comprehensive, so fun that it feels essential to link to it whilst we celebrate Apple’s 50th year. I’m a print guy, generally, but the print edition of this book is especially good — it’s a gorgeous book printed in full color throughout (not just, say, 16 color pages in the middle). Apple’s history is both literally and figuratively colorful, and the photos and screenshots Pogue includes are terrific.

The book is nothing short of an instant classic — simultaneously a very enjoyable read, and a meticulously-researched reference for the decades to come. Pogue covers both well-known ground and reports umpteen nuggets, anecdotes, and details that have never been told before. For example, we all know that Steve Jobs was resistant to opening the iPhone to third-party apps. But Pogue interviewed Scott Forstall and got this story, about just how far Steve Jobs thought Apple could go to expand the iPhone’s software library while not opening it to third-party developers:

“I want you to make a list of every app any customer would ever want to use,” he told Forstall. “And then the two of us will prioritize that list. And then I’m going to write you a blank check, and you are going to build the largest development team in the history of the world, to build as many apps as you can as quickly as possible.”

Forstall, dubious, began composing a list. But on the side, he instructed his engineers to build the security foundations of an app store into the iPhone’s software-“against Steve’s knowledge and wishes,” Forstall says. [...]

Two weeks after the iPhone’s release, someone figured out how to “jailbreak” the iPhone: to hack it so that they could install custom apps.

Jobs burst into Forstall’s office. “You have to shut this down!”

But Forstall didn’t see the harm of developers spending their efforts making the iPhone better. “If they add something malicious, we’ll ship an update tomorrow to protect against that. But if all they’re doing is adding apps that are useful, there’s no reason to break that.”

Jobs, troubled, reluctantly agreed.

Week by week, more cool apps arrived, available only to jailbroken phones. One day in October, Jobs read an article about some of the coolest ones.

“You know what?” he said. “We should build an app store.”

Forstall, delighted, revealed his secret plan. He had followed in the footsteps of Burrell Smith (the Mac’s memory-expansion circuit) and Bob Belleville (the Sony floppy-drive deal): He’d disobeyed Jobs and wound up saving the project.

The book is just under 600 pages, including a comprehensive index, and it isn’t padded. It is a veritable encyclopedia of Apple history. Just a remarkable, essential, and unique work. If you haven’t ordered a copy, you should, and if you do, here are some make-me-rich affiliate links: