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Inside Apple: The Secrets Behind the Past and Future Success of Steve Jobs's Iconic Brand [Hardcover]

Adam Lashinsky
4.5 out of 5 stars  See all reviews (16 customer reviews)
Price: 20.00 & FREE Delivery in the UK. Details
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Audio, CD, Audiobook 10.36  
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Book Description

25 Jan 2012

In INSIDE APPLE, Adam Lashinsky provides readers with an insight on leadership and innovation. He introduces Apple business concepts like the 'DRI' (Apple's practice of assigning a Directly Responsible Individual to every task) and the Top 100 (an annual event where that year's top 100 up-and-coming executives were surreptitiously transported to a secret retreat with company founder Steve Jobs).

Based on numerous interviews, the book reveals exclusive new information about how Apple innovates, deals with its suppliers, and is handling the transition into the Post Jobs Era. While INSIDE APPLE provides a detailed investigation into the unique company, its lessons about leadership, product design and marketing are universal. INSIDE APPLE will appeal to anyone hoping to bring some of the Apple magic to their own company, career, or creative endeavour.


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Product details

  • Hardcover: 240 pages
  • Publisher: John Murray (25 Jan 2012)
  • Language: English
  • ISBN-10: 1848547218
  • ISBN-13: 978-1848547216
  • Product Dimensions: 15.8 x 24 x 46 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (16 customer reviews)
  • Amazon Bestsellers Rank: 264,881 in Books (See Top 100 in Books)

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Review

'Adam Lashinsky's snappily written slim volume succeeds in getting behind the veil of secrecy that cloaks Apple, painting a portrait of a company in transition to a post-Jobs era' (Irish Times)

'Fascinating, entertaining, accessible...doesn't carry a single dull sentence' (Wired)

'Lashinsky keeps the reader engaged with fly-on-the-wall tidbits that give the narrative an almost filmic quality' (Time Out)

Book Description

How the world's most famous company works


Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Customer Reviews

Most Helpful Customer Reviews
5 of 5 people found the following review helpful
By Robert Morris TOP 500 REVIEWER
Format:Hardcover
If for whatever reasons you have not as yet -- and will not -- read Walter Isaacson's biography of Steve Jobs, this would be an excellent source for information about the internal operations of a company he founded and headed for much of its history thus far, one that now continues without him. Credit Adam Lashinsky with providing a rigorous, comprehensive, balanced, and insightful examination of an organization and a culture unlike any other.

Here is Dallas, there is a farmers market near downtown at which several merchants offer slices of fresh fruit as samples. In that spirit, I now offer a representative selection of brief passages that caught my eye.

According to Michael Maccoby, Steve Jobs was a "productive narcissist," as were all the other greats of business history..."visionary risk takers with a burning desire to `change the world.'"

Lashinsky adds, "Corporate narcissists are charismatic leaders willing to do whatever it takes to win and who couldn't give a fig about being liked. Steve Jobs was the textbook example of a productive narcissist." (Both excerpts from Page 18)

Lashinsky on working at Apple when Jobs was its CEO: "To succeed in a company where there is obsessive focus on detail and paranoid guarding of secrets, and where employees are asked to work in a state of permanent start-up, you must be willing to mesh your talents with those of the corporation. You have to forgo your desire to be acknowledged by the outside world and instead derive satisfaction from being a cell in an organism that is changing the world.
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2 of 2 people found the following review helpful
5.0 out of 5 stars Inside Apple 28 May 2012
By Rolf Dobelli TOP 500 REVIEWER
Format:Hardcover
As English essayist Walter Bagehot once cautioned the British monarchy, it is dangerous to "let daylight in upon the magic." Apple co-founder Steve Jobs and his small, loyal band of executives applied this concept with a vengeance. But in the wake of Jobs's death, more of Apple's business methods are coming to light - and they're the polar opposite of what you'd learn in management school. Contrary to current business trends toward transparency and flatter hierarchies, Apple has fiercely encouraged secretiveness, silos and a start-up mentality, even though it is the most profitable company on Earth. Fortune senior editor Adam Lashinsky explains how it all works. By the time he's finished, you'll probably still want to buy Apple products, but you may not want to work for the firm. Even if you're not fascinated by the machinations of the corporate world, getAbstract thinks you'll find this page-turner highly entertaining. It will leave you wondering how the world's leading device maker will fare, now that its legendary creator has left it to its - well, to its own devices.
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6 of 7 people found the following review helpful
3.0 out of 5 stars A broken promise 10 Jun 2012
Format:Paperback
'Inside Apple' is not an insider's view. It doesn't really present much novelty. It talks a lot about secrecy without telling any secrets. If you read the biography of Steve Jobs you will get much more information, much more insights into how Apple works.

'How America's most admired and secretive company really works' is not explained in this book. That's the broken promise to me, the frustrated reader.

Given that, it still gets 3 stars: good reading, good structure. It will be interesting for those that did not read the biography of the great man. I can only guess the anger, perhaps even the sadness of the author when the biography came out. After all, unlike Walter Isaacson, Lashinsky did not have privileged access to Steve Jobs, his family, friends, enemies and colleagues. It's really an unfair, uneven comparison, but as a reader, this book broke the contract with me - it is a shallow approach to Apple, not the inside view.

Potential spoiler: Perhaps the only real novelty is that working for Apple is not that appealing after all...
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5.0 out of 5 stars Interesting info about inside Apple 16 Mar 2014
Format:Hardcover|Verified Purchase
Always great to read about Apple! Not standard biog about Steve or the history but more about peoples perception inside and outside. Good read.
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3.0 out of 5 stars How Apple really works? Not quite. 25 Jan 2014
Format:Mass Market Paperback
If, like me, you're hoping that you will learn all about the intricate details of how things really work at Apple, then you will probably be disappointed. I wanted to know the nitty gritty detail of how they run their projects. What their labs look like. Pick up little nuggets about how they actually go about designing stuff. How many prototypes they go through before they deliver a final product - that sort of thing. This book is not about that.

Instead, you will learn bits about the culture at Apple, what Steve Jobs was really like and how secretive Apple is. And, after reading this book, you will realise how good they are at keeping those secrets!

I did enjoy most of this book but I felt it could all have been said in about half the time.
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5.0 out of 5 stars Insightful and Excellently written book. 22 Dec 2013
Format:Kindle Edition|Verified Purchase
I had no cons about this book, the story was conducting tremendously provided keen insights into apple and how it is run from the inside, I found it very hard to put this book down. The book provides insights not seen before. Do not hesitate to buy.
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4.0 out of 5 stars A well written book 20 Aug 2013
Format:Kindle Edition|Verified Purchase
A well written book. I would have preferred more substance but the author does a good job of taking a limited amount of information and drawing conclusions and considerations from these. More an enjoyable read than an incite filled expose of the Apple magic.
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Most Recent Customer Reviews
5.0 out of 5 stars A MASTER-CLASS IN CONTROL FREAKERY
Adam Lashinsky's book "Inside Apple" is a well written, researched and 'illuminating' portrait of Steve Jobs, an obsessive control freak, surely unrivaled in the annuls of... Read more
Published 8 months ago by DOPPLEGANGER
5.0 out of 5 stars Absolutely Brilliant
It's an amazing book. Adam really explains how the world's most admired and the most valuable brand really works. Read more
Published 9 months ago by Ijlal
5.0 out of 5 stars Exceptionally Informative and Readable
As a longtime fan of Apple's products, I've read a lot about this iconic company over the years. Apple's willingness to break with the traditions is legendary, and it's this... Read more
Published 10 months ago by Dr. Bojan Tunguz
5.0 out of 5 stars An excellent and enlightening read
The author takes the reader by the hand and shows him what's in many of the cupboards at Apple. Fascinating!
Published 10 months ago by IE Williams
5.0 out of 5 stars EXCELLENT
Very well written book and Steve Jobs sounds like an absolutely nightmare as does the Apple company. Read more
Published 14 months ago by S. Foxcroft
2.0 out of 5 stars 80% sensationalist trash, 20% new facts
It feels to me as if this book is written by someone who really dislikes Apple. Much of the book is dedicated to describing Apple in various horrible ways, while at the same time... Read more
Published 22 months ago by eobet
5.0 out of 5 stars good read
A well written book which gives you a feeling for what Apple is all about.

Worth downloading.

Author covers a lot of areas and in enough detail.
Published on 10 April 2012 by iPhonefan81
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