And with this one, they're eager to set the record straight.

The criticism for Walter Isaacson's official biography, which was rushed to press following Jobs' death in 2011, has flowed steadily from Apple's inner-sanctum in the weeks preceding the new book's release. First, there was Jony Ive in the New Yorker, saying his regard for Isaacson's book "couldn't be any lower." Then, we heard from Apple exec Eddy Cue, who tweeted that Becoming Steve Jobs was the "best portrayal" of his former boss and "first to get it right." Finally, there's Tim Cook, in the pages of Becoming Steve Jobs itself, saying Isaacson's tome did Jobs a "tremendous disservice."