Fortune Senior Editor and Author Adam Lashinsky speaks with Edie Lush at Hub Davos about his new book, 'Inside Apple'. Apple controls everything - from the specific messages that are allowed out - i.e. 'revolutionary phone, the internet in your pocket, the best ipod ever made' to the few executives are ever allowed to spread the message. They are told not to deviate from the script, at all, ever. They famously don't do market research, or focus groups, but rather Steve Jobs decided what we wanted, and gave it to us. The new CEO Tim Cook is not Steve Jobs, and comes from the manufacturing side, and it remains to be seen what kind of control he'll have over the company.