The New York Times has a feature article on Apple corporate culture and secrecy that is both fascinating and a little disturbing. It also may raise questions about how Apple handled the disclosure of Steve Jobs’ illness.

Regarding corporate culture, the New York Times illustrates just how secretive Apple can be, describing multiple checkpoints for those working on top-secret projects, and security that doesn’t end at the cubicle, either.

Work spaces are typically monitored by security cameras, this employee said. Some Apple 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, he said.

Does anyone else think this sounds like something out of a Half-Life expansion? Of course, internal security is just part of the equation. The other side, the public one, includes actions like providing analysts with potentially misleading statements. Gene Munster of Piper Jaffray describes the company as a “a total black box,” relating the story of a senior Apple executive who told him four years ago that Apple “had no interest in developing a cheap iPod with no screen.” This was shortly before the iPod Shuffle was unveiled.

Less oblique have been Apple’s efforts to deal with leaks, not just those who reveal information, but those who publish rumors. The story of Think Secret and the “Asteroid” breakout box for GarageBand, in which Apple sued and ultimately lost, is related. Of course, as part of the settlement Think Secret was effectively shut down, and a lot of other rumor sites were effectively shut up.

This is not to say there is anything wrong with the culture of secrecy at Apple, except possibly relating to Steve Jobs’ health issues. The New York Times cites divided opinion as to the amount of legal disclosure required, noting that day-to-day operation of the company had been handed off before Jobs’ leave of absence for a liver transplant. However, Cult of Mac interviewed Paul Argenti, Professor of Corporate Communication, who did not hesitate to give his opinion.

“The difference between a nutritional imbalance and a liver transplant is huge,” said Prof. Argenti to CoM by phone. “If this is not a legal issue and a Regulation FD issue, I don’t know what is.”

“The law is very clear — full disclosure of material information,” said Argenti. “If a CEO’s liver transplant isn’t material, what is? But whether the SEC has the balls to do something about it, we’ll see.”

What Professor Argenti does not go on to to say with his colorful use of language is that the SEC is ultimately tasked with protecting shareholders. Barring any breaking of actual law, in the coldest fiduciary terms the question then becomes whether Steve Jobs’ actions increase or decrease company value. Apple stock was valued at around $85 a share in January when he left, and is now approximately $135. Does anyone really see shares of Apple declining now that Steve Jobs has returned?

For Apple, the bet on secrecy is one that always seems to pay off.

The New York Times has a feature article on Apple corporate culture and secrecy that is both fascinating and a little disturbing. It also may raise questions about how Apple handled the disclosure of Steve Jobs’ illness.

Regarding corporate culture, the New York Times illustrates just how secretive Apple can be, describing multiple checkpoints for those working on top-secret projects, and security that doesn’t end at the cubicle, either.

Work spaces are typically monitored by security cameras, this employee said. Some Apple 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, he said.

Does anyone else think this sounds like something out of a Half-Life expansion? Of course, internal security is just part of the equation. The other side, the public one, includes actions like providing analysts with potentially misleading statements. Gene Munster of Piper Jaffray describes the company as a “a total black box,” relating the story of a senior Apple executive who told him four years ago that Apple “had no interest in developing a cheap iPod with no screen.” This was shortly before the iPod Shuffle was unveiled.

Less oblique have been Apple’s efforts to deal with leaks, not just those who reveal information, but those who publish rumors. The story of Think Secret and the “Asteroid” breakout box for GarageBand, in which Apple sued and ultimately lost, is related. Of course, as part of the settlement Think Secret was effectively shut down, and a lot of other rumor sites were effectively shut up.

This is not to say there is anything wrong with the culture of secrecy at Apple, except possibly relating to Steve Jobs’ health issues. The New York Times cites divided opinion as to the amount of legal disclosure required, noting that day-to-day operation of the company had been handed off before Jobs’ leave of absence for a liver transplant. However, Cult of Mac interviewed Paul Argenti, Professor of Corporate Communication, who did not hesitate to give his opinion.

“The difference between a nutritional imbalance and a liver transplant is huge,” said Prof. Argenti to CoM by phone. “If this is not a legal issue and a Regulation FD issue, I don’t know what is.”

“The law is very clear — full disclosure of material information,” said Argenti. “If a CEO’s liver transplant isn’t material, what is? But whether the SEC has the balls to do something about it, we’ll see.”

What Professor Argenti does not go on to to say with his colorful use of language is that the SEC is ultimately tasked with protecting shareholders. Barring any breaking of actual law, in the coldest fiduciary terms the question then becomes whether Steve Jobs’ actions increase or decrease company value. Apple stock was valued at around $85 a share in January when he left, and is now approximately $135. Does anyone really see shares of Apple declining now that Steve Jobs has returned?

For Apple, the bet on secrecy is one that always seems to pay off.

It remains to be seen whether he’s just testing the waters, or if he’s actually returned full-time to heading Apple, but Steve Jobs sightings at the company’s Cupertino campus in California have been confirmed. This comes after news from The Wall Street Journal earlier in the week that Jobs’ medical leave actually involved a liver transplant and recuperation time related to the procedure.

Confirmation of Jobs’ return comes via CNBC’s Jim Goldman, who reports that his sources, various Apple employees, say that Jobs is back on campus and at work, or at least he was yesterday. Official Apple representatives have yet to say anything definitive on the matter, after having revealed that Jobs will return to work later in the month.

What does Jobs’ return mean for the company at this point? Considering the company’s success in his absence, even if he doesn’t become as involved as he had been previously, chances are that any kind of presence will only serve to further bolster investor and public confidence in Apple’s continued ability to outperform expectations — with the added benefit that, this time around, should he unfortunately have to depart again, the risk to the company’s bottom line should be greatly decreased.

I’m curious about what the average Apple consumer thinks about Jobs’ return. For me, apprehension about his leaving quickly gave way to the same sense of excitement and anticipation I’d always held regarding new Apple products and developments. As a result, I now see his return to work as a happy bonus, rather than something that’s necessary for the continued success of the company. Hopefully, he’s well enough to handle future keynotes and events, though, because that’s one area where no one can quite live up to his example. What are your thoughts?

It remains to be seen whether he’s just testing the waters, or if he’s actually returned full-time to heading Apple, but Steve Jobs sightings at the company’s Cupertino campus in California have been confirmed. This comes after news from The Wall Street Journal earlier in the week that Jobs’ medical leave actually involved a liver transplant and recuperation time related to the procedure.

Confirmation of Jobs’ return comes via CNBC’s Jim Goldman, who reports that his sources, various Apple employees, say that Jobs is back on campus and at work, or at least he was yesterday. Official Apple representatives have yet to say anything definitive on the matter, after having revealed that Jobs will return to work later in the month.

What does Jobs’ return mean for the company at this point? Considering the company’s success in his absence, even if he doesn’t become as involved as he had been previously, chances are that any kind of presence will only serve to further bolster investor and public confidence in Apple’s continued ability to outperform expectations — with the added benefit that, this time around, should he unfortunately have to depart again, the risk to the company’s bottom line should be greatly decreased.

I’m curious about what the average Apple consumer thinks about Jobs’ return. For me, apprehension about his leaving quickly gave way to the same sense of excitement and anticipation I’d always held regarding new Apple products and developments. As a result, I now see his return to work as a happy bonus, rather than something that’s necessary for the continued success of the company. Hopefully, he’s well enough to handle future keynotes and events, though, because that’s one area where no one can quite live up to his example. What are your thoughts?

This weekend featured the grand opening of Apple’s latest retail store, Scottsdale Quarter, in beautiful Scottsdale, Ariz. As evidenced by looking at the front of the building, this particular store quickly stands out among the rest of Apple’s retail lineup.

Hello, New Architecture

A few weeks ago, Ron Johnson was featured in USA Today discussing new changes that were coming to retail stores, including more Genius Bar space and larger tables to feature even more products. As you can see, the Scottsdale Quarter store is one of the first new retail store to incorporate some of these new design elements.

With features such as a front and rear made of all glass and a beautiful 75-foot skylight that spans the length of the store, Apple has clearly designed this location to take advantage of Arizona’s abundance of natural light. Additionally, the 20-foot ceilings and spacious entry area help to accent the more open feel of the store.

The Return of the Family Room Concept

The back of the store is similar to most stores but features a unique split Genius Bar with tables in the middle for One to One sessions. Recent store designs have utilized the back walls near the Genius Bar to feature additional third-party products, but this departure moves Apple’s idea of the “Family Room” back to its core with the rear section of the store entirely devoted to services. The split Genius Bar should help alleviate crowding during busy times and allow the store flexibility to run one bar as a Mac queue and another for iPod and iPhone queues if needed.

The first three images below are from Apple.com. A special thanks to photographer Brian Hancock for the opening day photos; you can view more from his web site.

This weekend featured the grand opening of Apple’s latest retail store, Scottsdale Quarter, in beautiful Scottsdale, Ariz. As evidenced by looking at the front of the building, this particular store quickly stands out among the rest of Apple’s retail lineup.

Hello, New Architecture

A few weeks ago, Ron Johnson was featured in USA Today discussing new changes that were coming to retail stores, including more Genius Bar space and larger tables to feature even more products. As you can see, the Scottsdale Quarter store is one of the first new retail store to incorporate some of these new design elements.

With features such as a front and rear made of all glass and a beautiful 75-foot skylight that spans the length of the store, Apple has clearly designed this location to take advantage of Arizona’s abundance of natural light. Additionally, the 20-foot ceilings and spacious entry area help to accent the more open feel of the store.

The Return of the Family Room Concept

The back of the store is similar to most stores but features a unique split Genius Bar with tables in the middle for One to One sessions. Recent store designs have utilized the back walls near the Genius Bar to feature additional third-party products, but this departure moves Apple’s idea of the “Family Room” back to its core with the rear section of the store entirely devoted to services. The split Genius Bar should help alleviate crowding during busy times and allow the store flexibility to run one bar as a Mac queue and another for iPod and iPhone queues if needed.

The first three images below are from Apple.com. A special thanks to photographer Brian Hancock for the opening day photos; you can view more from his web site.

No, I’m not kidding. This actually happened. I had a 30-second “interview” with Jonathan Ive.

On the way out of the Moscone Center this morning, as streams of people are leaving to get some fresh air and digest all of the announcements from the WWDC 2009 keynote address, I see a familiar face walking towards me. It’s Jonathan Ive. I can’t believe it. This guy is design royalty.

But I’m from Los Angeles: We’re not afraid to approach the rich and famous in my city. Heck, I produce theater with lots of famous actors and comedians, so I often have to work with known personalities. This was a rare opportunity and certainly not a time for sudden shyness, so I approached the master designer and introduced myself.

The following is an exact transcript of what transpired.

Me: Jonathan…?
Jonathan: [Turns, sees I'm no one he knows] Yes…?
Me: David Koff. Nice to meet you.
Jonathan: Thank you.
Me: May I snap a photo with you?

[Beat. He pauses, looks around, unsure of what to say, clearly uncomfortable.]

Me: It’s not a big deal. If you’d rather not, it’s quite OK.
Jonathan: Well, there are others here who are also deserving of a photo but I can’t accommodate them as well, so…how about we just shake hands?
Me: That would be lovely. I’m a great fan of your work.
Jonathan: Thank you, that’s very kind.
Me: You’re welcome. Keep up the good work.
Jonathan: [Looking at me like I'm insane] I’ll do that. Thank you.

[He walks off. I wait a moment. I follow, calling after him, running and waving my arms wildly as if in a Seth Rogan romantic comedy...]

Me: Godspeed, Jonathan! I love you! Have my babies…!

OK, well maybe that’s not how I ended the conversation, but everything before that was accurate. Ive is a notoriously private and quiet individual, which is why I was surprised to even see him out and about with the crowd — and which is why I was surprised he even stopped to turn and speak with me.

But that’s your dutiful David Koff, folks. Always willing to find the hard-to-get interviews…even when the interviewee doesn’t know he was scheduled to meet me in the first place.

No, I’m not kidding. This actually happened. I had a 30-second “interview” with Jonathan Ive.

On the way out of the Moscone Center this morning, as streams of people are leaving to get some fresh air and digest all of the announcements from the WWDC 2009 keynote address, I see a familiar face walking towards me. It’s Jonathan Ive. I can’t believe it. This guy is design royalty.

But I’m from Los Angeles: We’re not afraid to approach the rich and famous in my city. Heck, I produce theater with lots of famous actors and comedians, so I often have to work with known personalities. This was a rare opportunity and certainly not a time for sudden shyness, so I approached the master designer and introduced myself.

The following is an exact transcript of what transpired.

Me: Jonathan…?
Jonathan: [Turns, sees I'm no one he knows] Yes…?
Me: David Koff. Nice to meet you.
Jonathan: Thank you.
Me: May I snap a photo with you?

[Beat. He pauses, looks around, unsure of what to say, clearly uncomfortable.]

Me: It’s not a big deal. If you’d rather not, it’s quite OK.
Jonathan: Well, there are others here who are also deserving of a photo but I can’t accommodate them as well, so…how about we just shake hands?
Me: That would be lovely. I’m a great fan of your work.
Jonathan: Thank you, that’s very kind.
Me: You’re welcome. Keep up the good work.
Jonathan: [Looking at me like I'm insane] I’ll do that. Thank you.

[He walks off. I wait a moment. I follow, calling after him, running and waving my arms wildly as if in a Seth Rogan romantic comedy...]

Me: Godspeed, Jonathan! I love you! Have my babies…!

OK, well maybe that’s not how I ended the conversation, but everything before that was accurate. Ive is a notoriously private and quiet individual, which is why I was surprised to even see him out and about with the crowd — and which is why I was surprised he even stopped to turn and speak with me.

But that’s your dutiful David Koff, folks. Always willing to find the hard-to-get interviews…even when the interviewee doesn’t know he was scheduled to meet me in the first place.

As this week comes to an end, tech watchers turn their loving gaze away from E3, and refocus their attention on the Moscone Center in San Francisco, which will host Apple’s annual Worldwide Developer’s Conference beginning Monday, June 8.

Just like every year before it, we’ve seen many rumors circulate regarding what Apple will be unveiling at the media circus that is the conference’s kick-off keynote address. But as we all know from experience, a rumor does not a product announcement make. Here’s a look at what’s being said about what we’ll see at WWDC, organized by likelihood.

Bet the Farm

Because of the obsessive attention it tends to draw from devotees, Apple sometimes has a hard time surprising folks. As with most events, WWDC ‘09 has some safe bets that have run the rumor mill gauntlet and been accepted as fact by some major industry players.

• New iPhone Hardware — I know it, you know it, and Walt Mossberg certainly knows it. It’s not a matter of if or when, it’s just a matter of what. A healthy list of potential iPhone features abounds, and they vary in their individual likelihood. As such, I’ll be listing them separately. The keynote Monday will see the announce for a new iPhone, but don’t expect to get your grubby mitts on one until July.
• Mac OS X 10.6 Snow Leopard — You won’t be able to buy it at or during WWDC, but we will see a version that’s as good as gold. Maybe not quite Gold Master, but a feature-complete, pre-release demo version that will finally end all our digging like animals through leaked developer preview screenshots posted on Russian tech forums.
• iPhone Camera, Storage Space — These two things will be improved with an iPhone refresh. Guaranteed. Anything else is less sure to occur.
• App Store Parental Controls — The settings pane already exists in the iPhone 3.0 beta preview software, but the corresponding ratings system in the App Store has yet to go live. Expect it to kick in following the official release of the firmware, which Apple has already guaranteed for June, and probably for WWDC.

Good Odds

These are likely to happen, but I wouldn’t go so far as to call them certainties. The MacBook one I’m preparing for financially, so I feel fairly sure it’ll go down.

• MacBook Incremental Upgrades — The unibody aluminum MacBook was released way back in October 2008, and hasn’t been touched since. Which means it’s just about time for a spec bump. Expect to see the notebook’s internals get their semi-annual update at WWDC, and then expect me to buy one.
• Steve Jobs Appearance — He may not be delivering the keynote, but the most respected, feared, and revered CEO in recent memory doesn’t just plan for a June return to work and then sit out WWDC. Many suspect he may be part of the “team of Apple executives” that is backing up Phil Schiller for the keynote presentation.
• iPhone Magnetometer, FM Transmitter/Receiver — These are two new pieces of iPhone internal hardware that have gotten a lot of press, and seem to be fairly safe bets for inclusion in the new iteration. I also think they’re fairly safe bets because they’re not without precedent, as both have been included in other devices that compete with the iPhone (the G1 and the upcoming Zune HD, for instance).

It Could Happen

Some things remain firmly in the realm of possibility, despite there being little actual evidence to support them, and it not necessarily looking likely that they’ll make an appearance. Still, without the long shots, what would we have to look forward to?

• Large-format Touch Tablet Device — We all want one, and Apple knows it, and it wouldn’t have to abandon its high-minded ideals regarding netbooks to deliver one. Just give us a really big iPod touch. That’s all we’re asking for. We know you have one lying around, anyway. Put it into production. Please.
• $99 4GB iPhone — There’s at least some evidence to suggest this could really happen, and it comes from my native land. I’m not so sure about the front-facing video camera (iChat video) that is also listed on the same slide that Fido has for this model, but maybe that was just a typo. Apple does know you sell more things by making them cheaper, but they seem not to really mind that rule most of the time.
• iPhone Capable of Background Processing — Push notification is guaranteed, but many users aren’t satisfied with that, especially when the Palm Pre supports true multi-tasking. iPhone users don’t like being behind in any significant way, so it’s possible Apple’s next iPhone could pack enough processing power to support true multi-tasking.

Not a Chance

These are things you will not see, no matter how hard you close your eyes and wish for them to be true.

• Mac Netbook — Apple hates them, and in practice, our own David Klein also hates them. I don’t really like or use mine that much. A Mac version might be different, but I’m willing to bet it would still start being a dust-collector very quickly.
• iPhone Nano — This perpetually recurring fanboi’s dream will never be real. Deal with it.
• Verizon Partnership — Choice is a great thing, but iPhone users will have to go without for at least another year, as it doesn’t look like any Verizon partnership will be forthcoming in 2009. So much for selling twice the units.

Feel free to agree, disagree, and add your own predictions below.

Evolution of the Apple logo

If you’ve ever been called an Apple Fanboy, you’ve no doubt tried to defend yourself by claiming you simply like things that work, blah, blah, blah. So here are 10 ways to test your Mac geekiness to see if you really are a Fanboy.

1. You know that Apple was founded by the two Steves, and a third partner named Ronald Wayne, who was responsible for the creation of the original Apple logo.
2. You not only have an Apple sticker on your car window, but you’ve placed one in the corner of every window in your house, effectively notifying would-be thieves that you have something worthy of breaking in for.
3. The only three fonts you use in your documents are Motter Tektura, Garamond and Myriad.
4. You download updates to Apple software that you don’t even own.
5. You’ve taken the day off from work during every Macworld Expo to listen to the keynote speech.
6. You have milk crates for furniture, yet you manage to scrape up enough money to pay AT&T’s obscenely high fees for the privilege of owning an iPhone.
7. You take a screenshot of your desktop and upload it to Flickr…every day!
8. You have three fart, two flashlight, and three Twitter apps on your iPhone.
9. You have no less than seven black turtleneck shirts.
10. You have signed, framed and hung on the wall “unboxing” photos of every Apple product you’ve ever purchased…including AppleCare.