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The secrets Apple keeps

FORTUNE — Among the many amazing things about Apple is how scrutinized it is. Rarely have a company, its products, and its top executive — the late Steve Jobs — been so thoroughly examined. And yet, for a corporation so frequently discussed, Apple is poorly understood. Its products are ubiquitous, but information about the institution is scarce — which is exactly how Apple wants it. Apple steers the conversation to its gadgets — for sale at an Apple store near you! — not its modus operandi. InInside Apple: How America’s Most Admired — and Secretive — Company Really Works, I hope to shine a light on how this company labors to keep the world from knowing what’s going on inside its walls, with secrecy, both external and internal, being one of Apple’s key tools. It’s ironic, really. The business world keeps nattering on about the importance of corporate transparency, yet the most successful company in the world is beyond opaque. Born from a feature I wrote for Fortune last yearInside Apple dissects Apple’s covert ways and provides a road map for less-buttoned-up companies to follow. –Adam Lashinsky

Apple employees know something big is afoot when the carpenters appear in their office building. New walls are quickly erected. Doors are added and new security protocols put into place. Windows that once were transparent are now frosted. Other rooms have no windows at all. They are called lockdown rooms: No information goes in or out without a reason.

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What Warren Buffett said…

W.B* For some reason, people take their cues from price action rather than from values. What doesn’t work is when you start doing things that you don’t understand or because they worked last week for somebody else. The dumbest reason in the world to buy a stock is because it’s going up.
* Never count on making a good sale. Have the purchase price be so attractive that even a mediocre sale gives good results.
* The important thing is to keep playing, to play against weak opponents and to play for big stakes.
* Most people get interested in stocks when everyone else is. The time to get interested is when no one else is. You can’t buy what is popular and do well.
* There are all kinds of businesses that Charlie and I don’t understand, but that doesn’t cause us to stay up at night. It just means we go on to the next one, and that’s what the individual investor should do. (more…)

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