Giveaway: Inside Apple: New book aims to expose old secrets

Inside Apple is a new book from Adam Lashinsky that aims to reveal some of the secrets behind the success of America's premiere consumer electronics company -- Apple. Lashinsky wasn't given the access that Walter Issacson was given for the Steve Jobs biography, but he did lots of interviews and paints a compelling portrait of one of the most secret companies in recent history. How much of the Apple magic he ultimate manages to expose is anyone's guess, but for Apple enthusiasts and business students alike, it certainly looks like a must read.

Check out the full description -- and giveaway! -- after the break, and pre-order now to avoid the virtual rush. (We'll also be discussing this in the iMore book club, so head on over!)

INSIDE APPLE reveals the secret systems, tactics and leadership strategies that allowed Steve Jobs and his company to churn out hit after hit and inspire a cult-like following for its products.If Apple is Silicon Valley's answer to Willy Wonka's Chocolate Factory, then author Adam Lashinsky provides readers with a golden ticket to step inside. In this primer on leadership and innovation, the author will introduce readers to concepts like the "DRI" (Apple's practice of assigning a Directly Responsible Individual to every task) and the Top 100 (an annual ritual in which 100 up-and-coming executives are tapped a la Skull & Bones for a secret retreat with company founder Steve Jobs).Based on numerous interviews, the book offers exclusive new information about how Apple innovates, deals with its suppliers and is handling the transition into the Post Jobs Era. Lashinsky, a Senior Editor at Large for Fortune, knows the subject cold: In a 2008 cover story for the magazine entitled The Genius Behind Steve: Could Operations Whiz Tim Cook Run The Company Someday he predicted that Tim Cook, then an unknown, would eventually succeed Steve Jobs as CEO.While Inside Apple is ostensibly a deep dive into one, unique company (and its ecosystem of suppliers, investors, employees and competitors), the lessons about Jobs, leadership, product design and marketing are universal. They should appeal to anyone hoping to bring some of that Apple magic to their own company, career, or creative endeavor.

The Giveaway

Leave a comment below telling us what secret you'd most like to learn about Apple and you're automatically entered to win one of three (3) copies of Inside Apple, courtesy of your friends here at iMore! (Must have a U.S Apple Store account to redeem -- Apple's rule, not ours!). Contests starts now and ends Sunday, January 29 at midnight PST.

Rene Ritchie

Rene Ritchie is one of the most respected Apple analysts in the business, reaching a combined audience of over 40 million readers a month. His YouTube channel, Vector, has over 90 thousand subscribers and 14 million views and his podcasts, including Debug, have been downloaded over 20 million times. He also regularly co-hosts MacBreak Weekly for the TWiT network and co-hosted CES Live! and Talk Mobile. Based in Montreal, Rene is a former director of product marketing, web developer, and graphic designer. He's authored several books and appeared on numerous television and radio segments to discuss Apple and the technology industry. When not working, he likes to cook, grapple, and spend time with his friends and family.