"Ultimately, Apple is in the device-not the content-business," the Apple insider said.

Apple insiders also generally praised Mr. Spindler, in part because he is a company veteran.

Apple insiders said Mr. Loren had been under pressure because of lagging domestic sales and complaints from his staff.

Needless to say, even Apple insiders are not thrilled.

Only trusted Apple insiders were supposed to possess it.

At least twice, Apple insiders said, Mr. Sculley had gone to that brink, once in the 1980's and again in 1991, but each time he pulled back at the last minute.

An Apple insider said, "He thinks Amazon is stupid, and made a terrible mistake insisting that books should be priced at $9.99."

He finally underwent surgery in 2004 having kept his illness secret from all but a small handful of Apple insiders.

Apple's own work on a new operating system, which will be the basis for the joint effort with I.B.M., is already behind schedule, according to Apple insiders.

After a burst in the first two months, Newton sales have slowed to a trickle, Apple insiders say.