Will the fake Steve Jobs please stand up?
by Cian Ginty
An anonymous blogger who has been lampooning Apple boss Steve Jobs for over a year has been revealed as a journalist with Forbes magazine.
On the blog called, ‘the Secret Diary of Steve Jobs’, Daniel Lyons, an editor at Forbes, had been taking on the role of Jobs as if to reveal the Apple boss’s blunt inner thoughts — that is, until the New York Times got on the case.
“Well it had to happen. Honestly, I can’t believe it’s taken this long. But as you may have heard, I’ve been busted by a newspaper reporter. My cover has been blown,” wrote Lyons on Sunday at fakesteve.blogspot.com.
“Now you’ve ruined the mystery of Fake Steve, robbing thousands of people around the world of their sense of childlike wonder,” wrote the Forbes journalist, sounding annoyed at the discovery. “To bust a fellow filthy hack without mercy and spoil the fun for everyone, in a quest for personal aggrandizement.”
With plans already in place to move the blog to the website of Lyons’ employers, Forbes.com, some commentators have suggested the magazine publisher was behind the outing. However, the New York Times maintains it was old fashioned groundwork by its reporter that blew the story open.
While still anonymous to the public, Daniel Lyons signed a book deal to write a paper version of his blog to be called “Options: The Secret Life of Steve Jobs, a Parody”. When showcasing the book to the publisher, his agent only said the author was a writer at a business magazine and a novelist.
The Times claims the book deal was its starting point. From there the newspaper said it compared writing styles and then simply phoned Lyons to confirm the story. He reportedly told them: “I have not been that good at keeping it a secret. I’ve been sort of waiting for this call for months.”
Lyons’ upcoming book is being described as less like a blog, with ‘well-plotted satire’. In it, the ‘fake’ Jobs will get advice from friends including Bono, Al Gore, and Oracle’s Larry Ellison.
“One bright side is that at least I was busted by the Times and not Valleywag [a tech blog]. I really, really enjoyed seeing those guys keep guessing wrong,” Daniel “Fake Steve” Lyons blogged in reply to his outing.
He is to continue blogging under the guise of the Apple CEO and his inner thoughts. His book is due to be released in October.