Editor’s Note:
Derek Andersen is the founder of Startup Grind, a 12-city event series helping educate, inspire, and connect entrepreneurs. He’s also ex-Electronic Arts, the founder Commonred, as well as product incubator Vaporware Labs.
WWDC Confirms Apple’s Strength
This past week at WWDC, it was confirmed that Apple is as strong as ever. The company’s steady stream of new products and announcements are a good indication that it’s business as usual. But when will Apple face its first real post-Steve Jobs test? It’s hard to say but not anytime soon.
Inside Apple: A Cult-Like Secrecy
Last week at Startup Grind in Palo Alto, I sat down with Adam Lashinsky, the author of Inside Apple: How America’s Most Admired and Secretive Company Really Works. The book is the most compelling inside look I’ve seen about the culture and attitude that Steve Jobs instilled after his return in 1997, and what it will take to maintain that lead without him.
The Secrecy Starts from Within
The first positive or negative indicators will come from within Apple’s walls and work its way out. That will start and end with the secrecy that the company maintains. The mystique and intrigue they have kept over the years through their secrecy have helped drive internal product development as well as consumer demand.
A Culture of Secrecy
While Steve Jobs sought after and coveted publicity like magazine covers and selective interviews in the early days, secrecy was always part of the culture. In a recent Startup Grind Marin interview with MACWEEK founder Michael Tchong, he describes dumpster diving in Cupertino with his staff in the late 1980’s to get product details and tips left in the trash. And you wonder why Steve Jobs was so paranoid.
Early Days of Openness
In 1988 Apple launched the Macintosh IIcx and printed a full color spread for all Apple employees as part of the launch. The printed brochure read in part: ‘Today we launched the Macintosh IIcx worldwide. Too bad it wasn’t the first time it was seen’ with a front cover shot of MACWEEK’s exclusive on the release.
A Change in Culture
In a recent Quora thread on the subject, a former NEXT employee Ken Rosen talked about how early on everything was open. Ken says, ‘There was even a binder in the CFO’s office where all the company’s financials were kept. Anyone could walk in and see the numbers.’ This is not the case anymore.
The Master Is Gone
Lashinsky recently told me that "He (Tim Cook) could be a caretaker, but it could be a long caretaker period. He might be what they need right now." With hundreds of millions in options vesting over 10-years, it may be a long period. But like any home where the master is gone and the caretaker is in charge, the tight grip of rules are loosened, and defense usually becomes offense.
Innovation and Innovation
While that "caretaker" approach might be great for Apple over the next 2-3 years while it iterates on previous homeruns, its not likely to fuel innovation over the next 10-12. The real test will come when Tim Cook decides to loosen his grip and let the innovators within the company shine.
Related Topics
- Apple: How Apple is adapting to a new era of technology
- Opinion: What does the future hold for Apple?
- TC Contributor: Get the latest insights from our top contributors
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