Digital Wars: Apple, Google, Microsoft and the Battle for the Internet

Which of Apple, Google, and Microsoft had a "drawer of broken dreams," and what real objects were inside? When did Microsoft have a chance to catch Google in search revenue, and who vetoed it? Why did Google test 40 shades of blue on users? How long did developers wait to write apps for Apple's iPhone after its announcement? Who suggested Microsoft should have its own music player, and why did it fail? The answers to these questions and more are explored in this insightful book by Charles Arthur, technology editor of The Guardian. Beginning in 1998, the narrative chronicles the upheaval in the internet and computing landscape driven by an antitrust case, a fledgling startup, and a tech giant's resurgence. It examines the strategies of the three leading tech companies through the perspectives of their former and current employees. Microsoft, once a titan, was on the verge of becoming the highest-valued company, while Apple was a small player and Google just emerging. By February 2012, Apple surpassed both Microsoft and Google combined in market value. To secure their positions, Apple emphasized design and customer focus; Microsoft relied on its programming talent and software monopolies; Google prioritized speed and data analysis. Exclusive insights from interviews with key figures, including former executives from all three companies, reveal the evolution of the tech industry and the fierce competition among them.