Fortune just published a long, fascinating excerpt from an upcoming book about Apple called “Inside Apple: How America’s Most Admired and Secretive Company Really Works“ by author Adam Lashinsky, Fortune’s senior editor-at-large. It reveals how far the company is willing to go to ensure its secretive culture. It also tells a tale of Apple’s organizational structure and what makes them tick. Interestingly, Lashinsky writes that Apple’s design guru Jonathan Ive is among the “untouchables,” corroborating claims laid out in the official Jobs biography book by Walter Isaacson. Apple’s late CEO told his biographer that he made sure nobody can touch his “spiritual partner” Ive at Apple. “That’s the way I set it up,” he told Isaacson. Speaking of Apple’s famous culture of secrecy and lack of corporate transparency (at Apple, everything is a secret!), Lashinsky writes it takes two basic forms —external and internal. Needles to say, many employees can hardly stomach security policies focused on preserving internal secrets:
Apple employees know something big is afoot when the carpenters appear in their office building. New walls are quickly erected. Doors are added and new security protocols put into place. Windows that once were transparent are now frosted. Other rooms have no windows at all. They are called lockdown rooms: No information goes in or out without a reason.
As you could imagine, this is “disconcerting” for employees. Organization charts are nowhere to be seen at Apple. There are no open doors as folks use badges to access areas that sometimes even their boss cannot. Only few people at Apple are allowed into Jonathan Ive’s industrial design bunker. People working on hot projects are required to sign “extra-special agreements acknowledging that you were working on a super-secret project and you wouldn’t talk about it to anyone – not your wife, not your kids.” Even former employees do not talk to press and some were reprimanded for talking too much. Apple goes to great lengths to prevent secrets from leaking and maintain discipline culminates with carefully orchestrated media events akin to a blockbuster Hollywood movie-opening weekend.
People working on launch events will be given watermarked paper copies of a booklet called Rules of the Road that details every milestone leading up to launch day. In the booklet is a legal statement whose message is clear: If this copy ends up in the wrong hands, the responsible party will be fired.
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