Inside 'Apple University'

Brian X. Chen, writing for the New York Times:

Steven P. Jobs established Apple University as a way to inculcate employees into Apple’s business culture and educate them about its history, particularly as the company grew and the tech business changed. Courses are not required, only recommended, but getting new employees to enroll is rarely a problem.

"Apple University" is one of those things you always hear rumblings about, but you're pretty sure it exists. When you work for Apple, it makes perfect sense, too. This is a company that is passionate about its products, and wants to ingrain that passion in its employees. Even when you join the retail end of their company, you're immediately indoctrinated through an intense multi-week on-boarding routine to help you feel closer to the products. It helps drive excitement and fosters a love for learning that makes you an invaluable resource when sharing that love with customers out on the floor.

This is one of the reasons why I can't take someone seriously when they claim that Apple is just like any other company. No other company like them takes such pride in what they do, and it's rare to find that excitement from employees who are in areas of the business that aren't directly related to the creation of their products. You can't just tell people to be believers.