6 things I never knew about Apple

May 7, 2011: 9:30 AM ET

Adam Lashinsky's "Inside" story in the new issue of Fortune is packed with juicy revelations

SVPs: Phil Schiller clowning for Jony Ive, Eddy Cue and Scott Forstall on the Apple campus in 2010. Photo: Robyn Twomey

After the simultaneous, and more-or-less disastrous, launch of the iPhone 3G and MobileMe in the summer of 2008 -- the launch one Gizmodo reader dubbed "iPocalypse" -- Steve Jobs summoned the MobileMe team to the Town Hall auditorium on Apple's (AAPL) Cupertino campus for an obscenity-laden dressing down. "You've tarnished Apple's reputation," he told them. "You should hate each other for having let each other down." Then he named a new executive on the spot to run the team.

That's the lead anecdote of "Inside Apple," Adam Lashinsky's feature story in the new issue of Fortune -- available to subscribers on the iPad. It's an anecdote I'd never heard before, one of dozens of juicy details that Lashinsky -- who wrote the definitive profile of Apple COO Tim Cook in 2008 -- managed to extract from the secretive company through several months of old-fashioned shoe-leather reporting. Among the other revelations:


  • "iPocalypse" now: The perils of event marketing

    The upside of simultaneously launching four major products -- the iPhone 3G, the App Store, iPhone firmware 2.0 and MobileMe -- in more than 20 countries around the world is that you get people's attention.

    That's not an easy thing to do in this media-saturated age.

    The downside of this form of event marketing -- which Steve Jobs pioneered -- is that you risk blowing it on a really big stage, in MORE

    - Jul 12, 2008 8:06 AM ET
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