Inside Apple reveals the secret systems, tactics and leadership strategies that allowed Steve Jobs and his company to churn out hit after hit and inspire a cult-like following for its products.
If Apple is Silicon Valley's answer to Willy Wonka's Chocolate Factory, then author Adam Lashinsky provides readers with a golden ticket to step inside. In this primer on leadership and innovation, the author will introduce readers to concepts like the "DRI" (Apple's practice of assigning a Directly Responsible Individual to every task) and the Top 100 (an annual ritual in which 100 up-and-coming executives are tapped a la Skull & Bones for a secret retreat with company founder Steve Jobs).
Based on numerous interviews, the book offers exclusive new information about how Apple innovates, deals with its suppliers and is handling the transition into the Post Jobs Era. Lashinsky, a Senior Editor at Large for Fortune, knows the subject cold: In a 2008 cover story for the magazine entitled The Genius Behind Steve: Could Operations Whiz Tim Cook Run The Company Someday he predicted that Tim Cook, then an unknown, would eventually succeed Steve Jobs as CEO.
While Inside Apple is ostensibly a deep dive into one, unique company (and its ecosystem of suppliers, investors, employees and competitors), the lessons about Jobs, leadership, product design and marketing are universal. They should appeal to anyone hoping to bring some of that Apple magic to their own company, career, or creative endeavor.
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"Lashinsky highlights some of Apples greatest characteristics that not many know about due to its secrecy. Ironically, there is a lot of discussion on how incredibly secretive the company is! Apple has a lean corporate structure, is focused on a few of great products and overall it runs like a startup. Apple cares a great deal about its brand and will go to great lengths to protect it because to Apple, nothing is more valuable than its brand. Apple has a culture like no other and it will be interesting to see how Apple changes or possibly fails to change in the future."
— Brentley (4 out of 5 stars)
“Adam Lashinsky, one of America’s best and most diligent technology reporters, has produced a fascinating glimpse inside Apple as it makes its transition into the post-Jobs era. It’s filled with colorful reporting and smart analysis that offer lessons not just about Apple but about creative business leadership in general.”
— Walter Isaacson, author of Steve Jobs“Frankly, a business book hasn’t grabbed me like that in a long-time.”
— Bob Sutton, author of Good Boss, Bad Boss and The No Asshole Rule“I devoured this book in one sitting.”
— Ken Auletta, author of Googled: The End of the World As We Know It“Inside Apple makes a worthwhile companion to last year’s bestselling Steve Jobs, by Walter Isaacson. If Isaacson’s book was the definitive biography of Apple’s chief visionary, who died in October, then Inside Apple is a revealing guided tour of his greatest creation.”
— San Francisco Chronicle" A good insight into the management strategies of apple "
— Vysakh, 2/20/2014" For a book that was supposed to be able Apple and its business and culture I learned little. Skip it. Buy something Apple instead. "
— Scott, 2/12/2014" The last chapter made me teary-eyed, and finally convinced me that Tim Cook is the right successor to Steve. "
— Christian, 2/12/2014" Inside Apple? An odd title for a book without any insider information - the author wasn't able to interview any current Apple employees. Better titles? Maybe, Outside Apple or Yet Another Book About Apple. "
— Kate, 2/8/2014" Had a few good new nuggets. A quick, enjoyable read. Good info about their product design process, which I am always curious about. "
— Rick, 2/3/2014" An outsider looks inwards. An attempt to understand culture, and how to try to keep it alive in perpetuity. Simply read it as a foil to the biography. "
— Harshal, 1/30/2014" It's amazing how little information really gets out of Apple, even for a well-respected journalist like Lashinsky. The book had some good Steve quotes and a smattering of insider information, but really, the era of Total Secrecy at Apple is far from over. By the way, his answer to the question "What will Apple be like without Steve Jobs?": "Who knows? Probably different" "
— Andrew, 1/28/2014" This was more of a essay than a book but it was interesting i wish it was longer though. Even though i am not really a apple user I have always thought it was a awesome company and its very interesting to me how it works from the inside. "
— Corey, 1/15/2014" Interesting and informative about the corporate culture of Apple. The book, however, is weakened by its lack of corroboration with reliable testimonies. This cannot be helped due to Apple's incredible shroud of secrecy. "
— Guanhui, 12/31/2013" Condensed, this book is about how important Steve Jobs is to Apple. "
— Jonathan, 12/3/2013" A good read, but for how short it was, it still felt too long. Not quite enough substance for me. "
— Kerry, 11/20/2013" There was some interesting bits, but it felt like a long article the got stretched to a book by inserting more gossip. "
— Tim, 11/15/2013" An interesting read, but not a whole lot of new information, especially after reading Isaacson's Steve Jobs biography - though a very different focus of course. Good for Apple fans but probably not so much for others, though maybe for those studying business. "
— Kris, 9/22/2013" Pretty quick read and a lot is a retread of Isaacson's book. "
— Gary, 8/23/2013" There isn't much new info, if any at all, if you are a follower of Apple news in general. While it is true that Steve Jobs has been integral to Apple, this book seems to revolve around him and tries to answer the question - what will Apple be without Steve? Tries. "
— Alfred, 8/15/2013" Very interesting insights on Apple and Steve Jobs. There are a number of facts in here that were not in the Steve Jobs biography. "
— Jerry, 4/18/2013" A nice book explaining how Apple works, with some interesting stories from the inside. Easier to read (for me) than Steve Jobs' biography. "
— Dariusz, 3/7/2013" The author didn't get facts straight. He even misquoted Isaacson's book. "
— Eric, 1/29/2013" Fine, not much new. Isaacson bio is better. "
— Brad, 12/21/2012" It was ok, it offers some interesting quotes and quotable statements, but in general I had a feeling it used a lot of filling to beef up the page count. And the narrative feels rather random at times. Read only if you're seriously interested into Apple. "
— Miha, 11/16/2012" A good companion book to Isaacson's biography. It will be interesting to see what the future holds for Apple. "
— Tracey, 10/18/2012" Great business lessons from the underbelly of the world's most heralded org. "
— Carine, 10/8/2012" A bit repetitive but an interesting read "
— Marten, 5/7/2012Adam Lashinsky is the executive editor of Fortune, editorial director of the Fortune Brainstorm Tech conference, and co-chair of the Fortune Global Forum. He wrote the 2012 New York Times bestseller Inside Apple, and he appears regularly on Fox News.