David Pogue's New Book Examines Apple's First 50 Years

The "CBS Sunday Morning" correspondent's latest work explores how the company founded by Steve Wozniak and Steve Jobs remade the culture and then remade itself.

Published on Mar. 8, 2026

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David Pogue's new book "Apple: The First 50 Years" examines how, in its first half-century, the company founded by Steve Wozniak and Steve Jobs remade the culture - and then, incredibly, remade itself. The book explores the company's turbulent early years, including Jobs' return in 1997 when he fired most of the board, simplified the product line, and launched the iconic "Think Different" ad campaign.

Why it matters

Apple is one of the most influential and iconic technology companies of the modern era, and this book provides an in-depth look at the company's formative years and the key decisions and moments that shaped its trajectory. Understanding Apple's history can offer insights into the factors that drive innovation, resilience, and cultural impact in the tech industry.

The details

When Steve Jobs returned to Apple in 1997 after an 11-year absence, the company was in dire straits, with low morale, talented people leaving, and too many divisions and fiefdoms. Jobs tackled the problems head-on, firing most of the board, simplifying the product line, and launching the "Think Different" ad campaign that paid tribute to creativity, independence, and rebelliousness. The campaign, which featured black-and-white photos of revolutionary figures, was initially met with resistance from Jobs but ultimately became a historic success for Apple and its advertising agency Chiat/Day.

  • Steve Jobs returned to Apple on July 6, 1997.
  • The "Think Different" ad campaign debuted on September 28, 1997, during the network premiere of Toy Story on ABC's The Wonderful World of Disney.

The players

Steve Jobs

The co-founder of Apple who returned to the company in 1997 and led its turnaround.

Steve Wozniak

The other co-founder of Apple who, along with Jobs, helped establish the company in its early years.

Eddy Cue

The current senior vice president of services at Apple who was present during the turbulent early days of Jobs' return.

Rob Siltanen

The creative director at Chiat/Day who developed the iconic "Think Different" ad campaign.

David Pogue

The "CBS Sunday Morning" correspondent and author of the new book "Apple: The First 50 Years".

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What they’re saying

“It was pretty bleak those first six months. I was running on vapor.”

— Steve Jobs (CBS Sunday Morning)

“There was huge turmoil, because you were killing products that people were working on. It's like: 'We're gonna go from all these different products for everybody to, like, two? Are you guys crazy?'”

— Eddy Cue, Senior VP of Services (CBS Sunday Morning)

“There was a purity about that I will never forget. I cried in my office as he was showing me the idea.”

— Steve Jobs (CBS Sunday Morning)

“If we go with mine, it'll become about me. And this can't be about me. It's about the company.”

— Steve Jobs (CBS Sunday Morning)

What’s next

David Pogue's book "Apple: The First 50 Years" is set to be published on March 10, 2026.

The takeaway

Apple's turbulent early years and the pivotal decisions made by Steve Jobs during his return in 1997 highlight the company's resilience, innovation, and ability to shape cultural narratives through bold marketing campaigns. This history offers valuable lessons for other tech companies and entrepreneurs seeking to navigate periods of crisis and reinvent themselves.