Time.com -- Apple's New Calling: The iPhone

If you've ever wondered how it works, this is how it works: I don't call Steve, Steve calls me. Or more accurately, someone in Steve Jobs's office calls someone in my office—someone at a much higher pay grade —to say that he has something cool. I then fly to the metastasized strip mall called Cupertino, Calif. where Apple lives, sign some legal confidentiality stuff and am escorted to a conference room which contains Jobs, some associates, and some lumps concealed under some black towels. I stare at what was under the towels. Everybody else stares at me.