This is the second most awaited book after the bio of Steve Jobs. Adam Lashinsky had finished his 240-page book named “Inside Apple: How America's Most Admired and Secretive Company Really Works.” The book tells about the American biggest company’s inside life.
In contrast to Walter Isaacson, who wrote a Time Magazine-style story, Lashinsky writes in a Fortune manner. Neither Steve Jobs nor Apple’s managers took part in writing the “Inside Apple” book. All the materials were taken from interviews and talks with former employees, partners, and competitors.
If you already have a “Steve Jobs” by Walter Isaacson in your collection, you should definitely complete it with the Lashinsky’s book.
Probably, the most valuable part of the book is the non-public information about the internal IT-giant’s organization and about the products the world will never see (in 1997 Jobs stopped the production of printers). We will know from the book that every Monday all top-managers of the company meet together to discuss and correct their company’s development plans, and every second Monday the presence is obligatory for everyone.
According to the book, Apple has a dedicated team of designers who test various packaging designs. There is a special “room” where specialists examine hundreds of prototypes to reach the perfection Apple is so famous for. The closest attention is paid to every miserable detail to result into the best first impression on the buyer. Apple is constantly looking for the new ways to provoke an emotional response when first opening a box with their product.
We will also know from the book that Apple planned to produce not only TVs, but digital cameras, too. Thus, Steve Jobs met the CEO of Lytro – a British company, which designed and patented “no-focus” shooting. It means you shoot your photos and focus them later on your computer.