Jan 23, 2013

Inside Apple: Book Review


Author: Adam Lashinsky

Lately I have become enthusiast of reading books about corporations, well, actually, about those organizations which, because one reason or another, are attractive for me. I have read about six or seven Google related books, (a hated or loved company, so you can find different interesting books about them), a couple of Microsoft related books, (an always controversial company, so very good readings also), and this one I am reviewing is not the first book about Apple I read.

Really, some of the books I read, (you can find here a review of one of them) are more focused in Steve Jobs, his personality, his different stages during his career in Apple or even the other adventures he lived creating companies like NeXT or managing and investing in Pixar. I have started to read also the famous Isaacson's biography of Jobs. I will make a review when I finish its reading.

Focusing in the book we are reviewing, the fact is that I liked specially the post-Jobs era analysis. Everybody is asking themselves about the future of Apple after the loss of their great leader, and in this book, in some of the chapters you can find some hints, well-argued from my point of view, about what can be the future of the company, in the short term, in the era of Tim Cook.

Regarding Cook and other executives who nowadays still work in Apple, I enjoyed also reading about their career path within the organization, until they achieve their current roles, the politics details (sometimes avoidable) and the different points of view about the same Apple marvelous products.

It is interesting to note how the corporate culture in Apple undergoes a deep transformation with the Job's return in the middle 90's, and it is a mystery if it will remain intact in his absence. Somebody will be surprised by certain aspects of this culture I am talking about.

Definitely, I believe that the book provides a clear and quick vision about how Apple operates, from the product idea and design stages, going through the creation or manufacturing, rolling out, sales and the subsequent post-sales service.

My rating: 4/5


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