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Well written, concise, easy read. Explores Apple from an interesting angle. That is, how they have succeeded by doing the opposite of what 'great' companies do.

They are not transparent, they keep secrets from employees, there is little career progression, for many years they were dictator led and they do little-to-no customer research. Additionally, they have odd relationships with analysts, marketing agencies and there media.

The only thing missing is that next level of depth that only a defected Apple employee could provide.