A critical book about how Apple

Adam Lashinsky signs here a clear, concise and quite critical book on the operation of Apple.
Far from being emphatic, the author describes quite specific management techniques that have been implemented under the second Steve Jobs era.
For this it is interested mainly in R & D, marketing, communication - but also to relations with other companies.

Behind the pretty cool picture of Apple products, it is discovered that the Cupertino is far from being a place "décontract".
Apple is primarily a perfectly oiled machine, whose only concern was to design the commercial success of the past 10 years.
For this, all means are good - especially to prevent the general public has wind of future products.

The chapter on the culture of secrecy is rather indicative of the paranoia.
The walls that are erected in buildings to prevent employees from accessing certain areas is only a "material" illustration of a culture of secrecy in the extreme, since only a handful of executives are really aware of the true nature of future products. Other employees working on their "part" without having any overall vision and everything is done to deter more or communicate.
Apriori, interviewed employees seem excited to participate in a great adventure - but this is not the friendliest place to work.

That said, in terms of efficiency, it appears that it works because the ads are creating new products each time a phenomenal buzz.

The author also shows that, in its relationship with other companies, Apple may also show sharp - both with its competitors with its partners.
One account the result. Diplomacy or political correctness is not something that will embarrass the leaders.

In the end, even if you're not a fan of Apple products (myself, I am not a customer), the book may interest anyone who is interested in the firm or its management techniques. It reads easily, and everything is explained and usually illustrated with concrete examples or comparisons with other companies.