Months of rumour came crashing to an end this weekend, when the identity of the blogger behind the Secret Diary of Steve Jobs phenomenon was revealed.
The New York Times revealed the author to be Daniel Lyons, a senior editor at business magazine Forbes.
In a post on the blog, Lyons admits to being behind the project, and adds that the blog will in future be hosted on the Forbes website.
"Apple faithful, here in our darkest hour I know what you're thinking: What's next for FSJ? Well, I'm taking a few days off to sit in a lake and do some yoga and meditation and non-thinking. Then I'm coming back next week, badder than ever, with a new sponsor - my homeboys at Forbes.com. Turns out they've been reading FSJ and liking it too. Who knew?"
Lyons told the New York Times that he had little knowledge about Apple when he began the project, and had read books and biographies to get the inside track on the company.
Lyons said the blog was an exploration of what might happen if a company chief wrote the truth on their blog.
The blog has generated huge interest both for its irreverent portrayal of business leaders and celebrities, and its good understanding of technology business trends.
Both Microsoft co-founder Bill Gates and the real Apple CEO Steve Jobs have admitted to reading the blog.