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GIL AMELIO: NO BOOK YET, BUT LOTS OF SUSPENSECEO GIL AMELIO'S MANY problems at Apple Computer don't include writer's block. Less than six months into his new job, he's thinking about penning a book on his efforts to reshape the company. Shortly before Amelio joined Apple, he published Profit from Experience on how he resurrected chip-maker National Semiconductor. Associates say he's warm to an encore with Profit co-author William Simon, a longtime crony. While a deal hasn't been inked yet, Van Nostrand Reinhold, Profit's publisher, says it's interested. First, Amelio wants more evidence of a turnaround, and he's concerned about the time the book would take. ``If we do this, Gil won't be putting any time into it for months,'' says Simon. Clearly, Amelio has a way to go before he can crow about anything. Sales remain sickly, losses massive, and the stock depressed. But he has laid out a strategy, filled key management holes, and propped up the balance sheet. Nor is it clear that National Semiconductor was a management triumph. In the quarter Amelio left, earnings fell 89% amid a PC slowdown. Worse, 1995 sales grew just 10%--far below industry par. And new Chief Executive Brian Halla has shaken up Amelio's management team. But author Amelio is in good company. His predecessor at Apple, Michael Spindler, is holed up writing a book, say Silicon Valley insiders. EDITED BY LARRY LIGHT By Peter Burrows
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Updated June 14, 1997 by bwwebmaster
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