The narcissistic personality at the center of Apple’s culture today is Apple itself. Even Cook speaks in near-reverential tones about the company he leads. Mos

The narcissistic personality at the center of Apple’s culture today is Apple itself. Even Cook speaks in near-reverential tones about the company he leads. Most corporations try to do this in the long run; it’s arguably inherent in the concept of incorporation, which is etymologically and legally the creation of a new “person.” Even if it starts with an iconic founder, in the long run the company itself must become the object of loyalty to survive. Comms, HR, and marketing teams spend tons of effort to create a corporate personality and culture. (Note the root of the word culture.) Apple famously set up their own “university” to develop and instill their culture. Loyalty to the company, distrust of outsiders, personal adherence in a “mission”: these are not things specific to or invented by Apple. Although the specific vindictive tactic of hiding titles is one that I’ve not heard of before.