Last Thursday, iFixit’s CEO Kyle Wiens spent all day in San Francisco trying to buy the new fifth-generation iPod nano. It was the day after Steve Jobs introduced the new iPod, but none of Apple’s stores in the city had them. So that evening, Wiens sent iFixit’s summer intern on a red eye to the east coast with orders to buy one and immediately tear it apart.
The intern’s teardown was reported all over, generating massive attention for iFixit. The next day, iFixit got a genuine scoop with a teardown of the new iPod Touch, which surprisingly doesn’t feature a camera. But iFixit’s dis-assembly revealed space for a camera. Apparently, the Touch was supposed to get one after all.
Between the two teardowns, iFixit generated literally thousands of news stories — from Gizmodo to the Los Angeles Times. Not bad for little repair shop started by a pair of college students in San Louis Obispo, Calif.
iFixit makes its money by selling spare parts for Macs, iPods and iPhones. Its mission is to help people fix their own devices. It publishes free and easy-to-follow repair guides, but it gets the most attention for it’s superb product teardowns.
This is internet marketing par excellence. Not only are the teardowns creating genuine news for the tech press, they are efficiently executed and beautifully documented. The photos are superb, and the walkthroughs are clear and informative. Best of all, Wiens is a genius at sending the media timely and informative emails about the teardowns that all but write the stories for reporters.
“Our goal at the end of the day is to keep devices working longer,” said Wiens modestly in an email to me earlier this week. “Anything that we can do to make repair sexy and gadgets feel less like a black box, the better.”
My friend Brian Chen over at Wired.com has a great story today with a lot more detail about Wiens and his teardowns. Read it here.
Leander Kahney is the editor and publisher of Cult of Mac.
Leander is a longtime technology reporter and the author of six acclaimed books about Apple, including two New York Times bestsellers: Jony Ive: The Genius Behind Apple’s Greatest Products and Inside Steve’s Brain, a biography of Steve Jobs.
He’s also written a top-selling biography of Apple CEO Tim Cook and authored Cult of Mac and Cult of iPod, which both won prestigious design awards. Most recently, he was co-author of Cult of Mac, 2nd Edition.
Leander has been reporting about Apple and technology for nearly 30 years.
Before founding Cult of Mac as an independent publication, Leander was news editor at Wired.com, where he was responsible for the day-to-day running of the Wired.com website. He headed up a team of six section editors, a dozen reporters and a large pool of freelancers. Together the team produced a daily digest of stories about the impact of science and technology, and won several awards, including several Webby Awards, 2X Knight-Batten Awards for Innovation in Journalism and the 2010 MIN (Magazine Industry Newsletter) award for best blog, among others.
Before being promoted to news editor, Leander was Wired.com’s senior reporter, primarily covering Apple. During that time, Leander published a ton of scoops, including the first in-depth report about the development of the iPod. Leander attended almost every keynote speech and special product launch presented by Steve Jobs, including the historic launches of the iPhone and iPad. He also reported from almost every Macworld Expo in the late ’90s and early ‘2000s, including, sadly, the last shows in Boston, San Francisco and Tokyo. His reporting for Wired.com formed the basis of the first Cult of Mac book, and subsequently this website.
Before joining Wired, Leander was a senior reporter at the legendary MacWeek, the storied and long-running weekly that documented Apple and its community in the 1980s and ’90s.
Leander has written for Wired magazine (including the Issue 16.04 cover story about Steve Jobs’ leadership at Apple, entitled Evil/Genius), Scientific American, The Guardian, The Observer, The San Francisco Chronicle and many other publications.
Leander has a postgrad diploma in artificial intelligence from the University of Aberdeen, and a BSc (Hons) in experimental psychology from the University of Sussex.
He has a diploma in journalism from the UK’s National Council for the Training of Journalists.
Leander lives in San Francisco, California, and is married with four children. He’s an avid biker and has ridden in many long-distance bike events, including California’s legendary Death Ride.
You can find out more about Leander on LinkedIn and Facebook. You can follow him on X at @lkahney or Instagram.
