A new book is set to take a bite out of Apple, exposing the practices at the core of the iPhone and iPad outfit. Inside Apple: The Secrets Behind the Past and Future Success of Steve Jobs's Iconic Brand promises unprecedented access to the world's biggest technology company.
The officially-sanctioned exposé is written by Fortune editor Adam Lashinsky, who managed to explore behind the scenes at Apple, headquartered in Cupertino in California.
Lashinsky's book expands on an article about
Last year, Apple Store employees had to conceal their identity when they revealed in an interview that working for the company's shops was like "". Everything works on a need-to-know basis. Engineers don't talk to people outside their team, and Apple Store employees find out about a new product at the same time as everyone else: when it's publicly announced.
An officially-sanctionedby US author Walter Isaacson was one of the best-selling books of last year, and may even be expanded with more detail about Jobs' final days -- it was published a month early when Jobs died in October.
The book revealed that Jobs believed the iPhone antenna problem was a, that he had declared , and that he wanted to replace phone networks with his .