Apple: Paranoid

Do you remember the teaser ads for the iPhone 3G? Two uniformed guards carried a locked metal crate through a labyrinth of secure tunnels, keycard points at every door, and monitored by security cameras? Turns out the real Apple isn't too far from that, according to Brad Stone and Ashlee Vance at the New York Times.
They cite former employees and analysts who all agree that Apple, as Gene Munster put it, "a total black box." Apple, in an effort to guard their company's secrets until the day they're launched have instituted a culture of fear among employees: Loose lips sink ships.
Apple's campus is, according to the article, "a maze of security doors" where employees must swipe their badges and enter codes on numeric keypads -- presumably not only to restrict access, but to serve as a record of who was where if any information does leak out. Many work areas are monitored by closed-circuit TV. According to one unnamed employee, "workers in the most critical product-testing rooms must cover up devices with black cloaks when they are working on them, and turn on a red warning light when devices are unmasked so that everyone knows to be extra-careful."
I've worked in high-security areas before for the U.S. military, and the big difference between the military and Apple is fear. Lots of fear. A secure military workspace is comfortable, but formal: If you catch a glimpse of something you shouldn't, it's not a big deal, just forget what you saw. Apple employees on the other hand, according to the article, are petrified of losing their job, being sued, or both.
In Apple's quiver is another piercing arrow: Misinformation. Piper Jaffray's Gene Munster relates a story of how a high-ranking Apple executive lied to his face about having "no interest in developing a cheap iPod with no screen." Cut to a few weeks later, and Apple releases the iPod shuffle. Lying business executives are nothing new, and shouldn't be surprising in the least. But while many companies cultivate productive relationships with the media, Apple's is mostly antagonistic. "They don't communicate," Munster said.
Why bother? The thrill. Sure, they're protecting their intellectual property, but it's all about the thrill. They can create these spectacles where they literally unveil a new product in front of a salivating audience -- including Apple employees -- who have never seen anything like it before. It's thrilling. Apple's business hinges on creating products that excite and creating that excitement surrounding them.
They've found a secret formula that works. In the words of Steve Jobs, "there is no theory of protecting content other than keeping secrets."
"The problem, of course, is that there are many smart people in the world, some with a lot of time on their hands, who love to discover such secrets."
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Do you remember the teaser ads for the iPhone 3G? Two uniformed guards carried a locked metal crate through a labyrinth of secure tunnels,...
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But what's the thing about Apple?
I had some friends at Google, they're also secretive. At IBM too. All business have some kind of non-disclosure agreement and they have confidential information. It's a business thing and this is one of the things to keep them ahead of the market.
I'm not really sure what the point of this article is. Apple guards their secrets and f's up anybody who leaks them. So what? I'd do that too if I were building badass shit that rocks.
June 23 2009 at 5:14 PM Report abuse Permalink rate up rate down ReplyI enjoy the "Wow, that's a surprise!" factor when Apple comes out with something unexpected and, usually, cool. If I worked for Apple I would get into this culture - though naturally, I would want to be "in" on some of the stuff at least. It's a team thing.
There will always be disgruntled employees - hell, I have been disgruntled on occasion and its no fun at all - but where would you rather work?
@shaunisadirty strange, OSX works and acts a lot more like NeXT and OS9 than windows. You might have something with Xerox and the original Macs, but that's ancient history now.
June 23 2009 at 4:26 PM Report abuse Permalink rate up rate down ReplyU gotta love Apple! =)
They are just unique and that's why they have fans unlike M$
Why are you citing a NY Times article? And Gene Munster? (I always thought Lily Munster was hot! XD ) Even more than citing it, it's like you're giving a book report on it. Where are these allegedly frightened employees? Did you interview anyone yourself?
This isn't just bad reporting⦠it's dumb reporting (and I use the term 'reporting' in the loosest sense).
Hats off to Apple for taking security seriously I say!
Most companies (and government departments) are far too lax when it comes to security in this digital age and economic climate. Information is the commodity of the day, easily obtainable via someone on the inside or externally via social engineering, and easily transferrable with email or portable media.
Plus with jobs becoming more uncertain employees are making backup plans for if/when they lose their job and it's the servers not the stationery cupboard they're raiding! Knowing the data they acquire could secure them a job with a competing company or damage their ex-employer.
I suspect you're wrong. Wouldn't they have them put away completely when they're not working on them? There's bound to be an in-between phase between "not being worked on at all" and "being worked on but not physically holding" and this would account for it.
June 23 2009 at 2:50 PM Report abuse Permalink rate up rate down ReplyThis article also adds to the paranoia that sites like Mac Rumors and Apple Insider are inside jobs meant to help prop up the stock price. If development so secret, how does so much get out?
June 23 2009 at 2:26 PM Report abuse Permalink rate up rate down ReplyI remember when we got our ID badges at Genius training in CA. We were warned not to see what doors it would open for us. Story goes that a couple guys in training went snooping around to see where they could get with their new cards. After trying several in different buildings on campus, they were tracked down and promptly told to pack their bags. That was enough for me to hear.
June 23 2009 at 2:17 PM Report abuse Permalink rate up rate down ReplyHot Apps on TUAW
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