Adapted by:
Guille Lomener
EditorI've been passionate about Apple and technology for as long as I can remember. In fact, I've been following the innovation at Apple since 2013. Today, I write at Applesfera, which has been a dream of mine since it was founded.
Alba Mora
WriterAn established tech journalist, I entered the world of consumer tech by chance in 2018. In my writing and translating career, I've also covered a diverse range of topics, including entertainment, travel, science, and the economy.
Working at Apple during the Steve Jobs era wasn’t for everyone. Many employees reportedy went to great lengths to avoid sharing a table with him. The reason? A casual conversation could quickly turn into an intense interrogation about what you were doing to improve Apple. Even a brief encounter in an elevator could leave you fearing for your job. If he wasn’t satisfied with your answer, you might find yourself fired by the time you reached the next floor.
This perfectionist, almost intimidating demeanor was a significant part of what made Jobs a unique leader. However, there was one exception: the annual Top 100 retreat. There, away from the confines of Cupertino, Jobs would gather the 100 individuals he deemed essential for discussing Apple’s future. While the atmosphere remained demanding, this retreat presented a golden opportunity to engage directly with his vision and contribute to the company’s most ambitious strategic plans.
The Private Retreat Where Jobs Determined the Future of Apple
The Top 100 retreat was far more than just a meeting or a team-building exercise. It was an exclusive event that defined who the most valuable contributors at Apple were. Jobs selected attendees based on his own criteria of impact and talent rather than job titles. This meant that a brilliant engineer could receive an invitation, while a VP might be overlooked. For Jobs, hierarchy mattered little. Results were everything.
The Top 100 meeting not only recognized the best performers but also created significant tension within the company. Those who weren’t invited felt indirectly singled out. What was most surprising was that Jobs was aware of this and appeared to enjoy it. He believed that such internal competition would keep employees motivated. Quoting Jobs, “stay hungry, stay foolish.”
Like many things at Apple, the Top 100 retreat was shrouded in an extraordinary level of secrecy. Attendees were forbidden from discussing the event, both before and after. They were also prohibited from driving to the venue. Apple organized shuttle buses from its headquarters to prevent any leaks of information.
Security measures went even further. Every meeting room was thoroughly checked for hidden microphones to prevent any form of espionage. Jobs even instructed waitstaff not to enter during the most critical presentations. He was so meticulous that he required everyone to introduce themselves before starting the sessions, ensuring that no unauthorized individuals had managed to join the group.
The Great Reward: Seeing the Future Before Anyone Else
The event typically spanned two to three days, with an agenda meticulously planned down to the last detail. Each day commenced with a presentation by Jobs, who set the tone with a blend of charisma, stunning visuals, and an obsession with details. The sessions were intense, covering strategies to outpace competitors like Google and establishing Apple as the indisputable market leader.
However, the event wasn’t solely focused on Jobs. Other executives also took the stage to present their plans and projects, fostering an environment that encouraged open discussions. One of the implicit rules of the retreat was that no topic was off-limits. This setting allowed employees, who typically worked in their own departments, to collaborate and discuss ideas without the usual constraints of a large corporate structure.
Interestingly, not all attendees were Apple employees. Jobs would occasionally extend invitations to executives from key companies such as Intel or AT&T.
The most eagerly awaited moment of the retreat was the unveiling of unreleased products. Many attendees experienced their first glimpse of devices that would reshape the market years before their official launch. Notable products revealed during these retreats included the original iPod and the iPad 2 with its groundbreaking Smart Cover. Both were showcased over a year before their public announcements.
The Top 100 retreat became synonymous with prestige within Apple. Being invited meant being part of Jobs’ inner circle. It also signified that an individual’s work significantly influenced the company’s grand plans. In contrast, those not included noticed their exclusion, with some employees humorously organizing lunches dubbed the “Bottom 100.”
Steve Jobs’ Famous Email: This Is How He Prepared for His 2010 Retreat
The planning for the 2010 retreat experienced an unexpected setback. An email sent by Jobs to the executive team in October got leaked. In the email, he outlined his vision for Apple in the coming year, highlighting the topics to be discussed at the 2010 event.
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SUBJECT |
Top 100 - A |
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DATE |
October 24, 2010 |
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FROM |
Steve Jobs (sjobs@apple.com) |
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TO |
Apple executive team and key management, including Philip Schiller and other leaders. |
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MAIN TOPIC |
Apple’s 2011 strategy and key discussions for the Top 100 retreat. |
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POST-PC ERA |
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WAR WITH GOOGLE |
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YEAR OF THE CLOUD |
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NEW CAMPUS |
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IPHONE |
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IPAD |
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OPERATING SYSTEMS |
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The event took place in November 2010 and was the last Top 100 retreat Jobs attended. Although he was visibly weakened by illness, he managed to lead it as effectively as ever. During that retreat, he unveiled the iPad 2, unwittingly marking it as the last one hosted during his tenure. The event served as a platform where Apple’s brightest minds envisioned the future of technology–a fitting endeavor for Jobs, one that would seem meaningless to continue without him.
Image | Photo Giddy
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