Z/Web

The key word to describe this documentary of Apple’s history would be “competent.” It is not ground-breaking, and the simple visual style, while adequate, is not ground-breaking or Apple-like (it’s too plain). I learned little I hadn’t already known (though some of the interviews were interesting), but then I’ve read numerous books and articles about Apple and have studied the company’s history. One frustrating aspect for me, being knowledgeable on the subject, was information left out or giving short shrift, but for average viewers, this is a good way to learn about this fascinating company. Another problem is an unfortunate one of timing: the film was made in 2006, just before Apple unveiled the iPhone and leaped forward to dominate a brand new product category and revolutionized another industry. The documentary feels strangely lacking with no mention of Apple’s most iconic product! Overall, this is well done and, like I said, feels competent. But Apple is not a competent company. They are a revolutionary one and deserve a revolutionary documentary. I’d love to see one from a truly innovative director with a big budget.