Apple’s engineers spend 100% of their time making products planned by a small club of senior managers – and sometimes entirely by Jobs himself. The CEO appoints himself the de facto product manager for every important release; Jobs usually meets with the teams working on these new gadgets and apps once a week, and he puts their creations through the paces. “He gets very passionate,” Evangelist says. “He’ll say, ‘This is shit, we can do much better.’