Inside Apple

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.

亚当·拉辛斯基，《财富》杂志高级记者，专注报到硅谷及华尔街。

2001年进入《财富》杂志，发表多篇封面文章，主题包括谷歌、惠普和苹果等。也曾深度报道富国银行（Wells Fargo）、英特尔（Intel）、甲骨文（Oracle）、推特（Twitter）和风险投资行业。

2008年，曾为苹果撰写封面报道：The Genius Behind Steve： Could Operations Whiz Tim Cook Run The Company Someday（乔布斯背后的天才：经营奇才蒂姆·库克将来能否管理苹果），当时就准确预测库克会接任乔布斯，成为苹果下一任CEO。