Kara Swisher

Recent Posts by Kara Swisher

Pulling Back Apple’s Magic Curtain: Fortune’s Lashinsky Talks About New Book (Video)

Yesterday, before he jetted off for a glam trip to the tony World Economic Forum in Davos, Switzerland, Fortune magazine’s Adam Lashinsky met me at San Francisco International Airport to talk about his new book, “Inside Apple: How America’s Most Admired — and Secretive — Company Really Works.”

An expansion of a well-read article that Lashinsky wrote for the publication last year, the book debuts tomorrow from Business Plus, an imprint of Hachette Book Group.

It is the second tome to come out of late about the iconic Silicon Valley company — the first, of course, being Walter Isaacson’s biography of the late Apple CEO and co-founder Steve Jobs, released in the fall by Simon & Schuster and written with Jobs’s cooperation.

Lashinsky got no such access to Jobs, or Apple, either, for his deep inside look at the company. Given that Apple is notoriously secretive and difficult to report about made the job harder still.

Here’s Lashinsky in a video interview, talking about how Apple does what it does, including the prospects for its recently installed CEO Tim Cook:

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Another gadget you don’t really need. Will not work once you get it home. New model out in 4 weeks. Battery life is too short to be of any use.

— From the fact sheet for a fake product entitled Useless Plasticbox 1.2 (an actual empty plastic box) placed in L.A.-area Best Buy stores by an artist called Plastic Jesus