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."

Join TUAW as we go on a weekend road trip to Apple's campus at 1 Infinite Loop. No, not really, but we can always take a virtual visit to Apple HQ thanks to Google Maps Street View, now that Google has finally completed their street level photography of Infinite Loop.

This allows you to see the buildings in their full grandeur. Unfortunately, you cannot visit the legendary Apple Company Store. To start your virtual road trip, click here.

Ars Technica is reporting that Apple has considered plans to sell the iPhone 3G directly on US college campuses. Some campuses do already sell Apple products in their on-campus stores; however, this varies by university.

If Apple marketed the phone directly to the students, this could definitely move Apple closer to the 18 million goal for 2008. Ars Technica also notes that a recent AppleInsider post speculates that a Best Buy deal could be in the works after the "old" iPhone's "grey-markets" put a hold on those plans. However, we know of one college that Apple probably won't be waiting in line to market their iPhone 3G to.

[via Ars Technica]

And they found ... not that much. There's something not-quite-right about these snapshots purportedly from inside Apple's Cupertino campus. They look like they come from almost anywhere -- despite the plentiful Apple products (and one notable Microsoft natural keyboard), there's no major signs of genius -- no "the crazy ones" posters, iTablet prototypes lying around, or "how to act around His Steveness" employee pamphlets. Could it be that the people who work at Apple are, strangely enough, just like us?

No, surely not. These pictures are also a bit out of date, we're told, as rumor has it that the front lobby always shows off the new products, not the old iMacs. So clearly these snaps are from the late '90s, when the rest of us were using beige boxes and OS 9 to compute, and only Apple employees had the luxury of using thin keyboards and horizontal LCDs gone vertical (madness!) in their super-futuristic office space. There: our worldview is back to normal. As normal as it gets, anyway.

Thanks, Steve!

This might be the Mac-geekiest thing I've ever seen, but this is TUAW, so here you go. Sharp-eyed reader Morgan W has a flickr pool up of signs around the Apple campus in Cupertino, and notes that three of their newest building signs (at Bandley Five, Six, and Eight) have an updated logo with no 3D effect, and use Myriad for the font instead of Garamond, which the old signs used.

Will Apple's stock prices jump around at the news? Probably not. but as Morgan says, just like the missing Open Apple, it's another sign that we're moving further and further away from the "rainbow and serif Apple of yore."

Everybody knows that the Mac and higher education are supposed to go together like, well... like two things that go really well together. However, those of us that have spent a lot of time on campus lately realize that is often not the case. At my own university (and the one I recently left), the Mac is distinctly a second-class citizen (though there are some Macs around here, and a very passionate band of Mac-heads that keeps the IT people from abandoning us completely). For instance, when I got here I was issued a Dell which sits quietly in my office doing, well, nothing and the university recently standardized on Microsoft's Exchange server and Outlook as a putatively cost-saving move.

With that said, it's nice to see someplace moving in the right direction: Wilkes University in Wilkes-Barre, PA recently announced that the campus was going 100% Mac. According to Scott Byers, a Wilkes vice president, "Macs are constructed with superior technology and hardware and their ability to run Windows means we still have access to any Windows programs... It's the best of both worlds." Apple's marketing department could hardly have said it better! The university is spending $1.4 million on the switch over and "expects to replenish its 1700-computer network with Macs in the next three years" to create "a virtually virus-free IT network." Let's hope that this marks the start of a trend.

[Via MacVolPlace]

Leander Kahney and Pete Mortensen at Wired's Cult of Mac have penned Ten Questions Apple Must Answer in 2007, an article which thankfully delves beyond the typical 'where's my iPhone?' to examine interesting aspects of Apple's future. Leander and Pete briefly discuss that second campus Apple recently bought, what they see as the company's relatively stagnating industrial design, where the iPod can go next and - of course - whether Apple can stay successful once Jobs inevitably steps down. The article is a nice, short summary of many of the key points Apple very well has to wrangle with during the next year, and it will be interesting to see how this all plays out.

Just in time for a new fall semester, the iTMS has introduced a Back to School (iTMS link) section, offering playlists based on the many cultures, cliques and stereotypes that (love it or hate it) exist and collide on so many college campuses across our great planet. Groups like Hipsters, Hippies, Greeks, the Honor Roll, Club Kids, The Faithful and even Cowboys (and more) all are represented, with playlists ranging in price from around $25-$45 USD.

If you ever needed a stereotyping microscope to peer into what these hooligan cliques are into these days, or if you're looking for a way into said cliques, these Back to School lists might just be the ticket.

I love the 'six degrees of everything' effect of the world wide web. I especially love it on a Sunday morning that is the second day of my spring break, as I have the time to check out this hilarious video of a standup/poetry routing from a talent show on the Apple Campus (thanks to TUAW commenter Mike). While the routine is a riot, what (apparently) came out of it is not: the employee says Apple's VP, who was hosting the event, fired him for it.

I have embedded the video from Google Video in this post, and you'll need Flash to view it. I'd recommend actually going to the post at Google Video and downloading it while you can, before Apple legal attempts to obliterate it from the 'net.