Inside Apple

The Secrets Behind the Past and Future Success of Steve Jobs's Iconic Brand

By: Adam Lashinsky

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Paperback | 25 October 2012 | Edition Number 1

At a Glance

Paperback
240 Pages

Dimensions(cm)
1.6 x 13 x 19.8

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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 are 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.

About the Author

Adam Lashinsky is a Senior Editor at Large for Fortune magazine. As the magazine's leading correspondent in Silicon Valley, he has interviewed all of the technology industry's top figures. He also is a weekly commentator on the Fox News Channel, and prior to joining Fortune he wrote for TheStreet.com and The San Jose Mercury News.

Industry Reviews

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

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