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'Inside Apple' promises details on Apple's internal ops

updated 11:15 am EST, Tue January 3, 2012

Writer talks DRI, Top 100 retreats

A upcoming book by Fortune editor-at-large Adam Lashinsky -- Inside Apple -- is promising to lay out Apple's "secret systems, tactics and leadership strategies," according to press material. Due on January 25th, the title is said to be "based on numerous interviews" and hold "exclusive new information" about a collection of topics. Among these are Apple's approach to innovation, its supply chain deals, and the transition into a world without Steve Jobs.

A few teased items in the book include the concept of a "DRI," or Directly Responsible Individual, which Apple is said to assign to every task. It also describes an annual event known as the Top 100, in which 100 up-and-coming executives were previously "tapped a la Skull & Bones" for a secret retreat with Jobs.

Fortune previously ran a small section of the book in a cover story, but the full work should measure 240 pages in hardcover. The book will normally cost $27, but Amazon is currently listing a price of $17 for the hardcover, $18 for an audiobook, and $13 for a Kindle release. Despite the nature of the book, the iBookstore is also accepting pre-orders for the same cost as a Kindle copy.

by MacNN Staff





  1. Bobfozz

    Joined: Dec 1969


    just another greedy writer...

    trying to make his name and ruin Apple... assuming everything in there is the truth. Some interviewees may have been warned "this day is coming and here is our backstory."

    If other companies COPY Apple's approach, it won't work UNLESS they have the same disciplined ethic, and I don't think most of them do. This writer certainly doesn't have it. No ethics, no discipline... the world is full of a lot of that. Notice it comes out AFTER Steve J passes away.

  1. elroth

    Joined: Dec 1969



    You should maybe know a little of what you're talking about before you spout off. Lashinsky has covered Apple in depth for Fortune magazine since Jobs returned to Apple. He knew Jobs very well, and had many many interviews with Jobs about Apple's business practices. Pretty much anytime Apple was in the news, Jobs sat down with Lashinsky for an interview. Jobs respected him.

    Will it help other companies to learn about Apple's way of operating? Probably not much. You can't just copy something like that.

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