I love your crisp, if necessary unpolite way of telling the truth. It's refreshing. Apart from the hardware aspect Apple is a fashion brand for men like Prada for girls - ever tried to argue with your wife about the priceworthiness of her new handbag?
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Rotten Reporting
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Now Apple finally has copped to the truth. Jobs is taking a leave of absence related to his health. This news came only nine days after Jobs put out a ridiculous open letter claiming he has a "hormone imbalance" that would be easily treated.
One of the CNBC talking heads asked me whether this rather abrupt about-face will hurt Apple's credibility. I pointed out that to me and some of my peers, Apple has never had very much credibility. This is a company whose idea of "corporate communications" mostly involves picking up the phone and saying "No comment." Or sometimes they'll pick up the phone and just repeat the same meaningless sentence, over and over again, no matter what question you ask them. I'm not kidding. They really do that. And of course a lot of the time they just don't return phone calls at all.
Apple's entire corporate culture is built on secrecy, and I mean crazy, CIA-style secrecy, where different teams of engineers who are working on the same project aren't allowed to know what the other teams are doing. Apple is also pretty good at spreading disinformation and freezing out people they don't like. Imagine what it might be like if the Church of Scientology went into the consumer electronics business, and you'd have a pretty good picture of how Apple operates.
But some of my colleagues in the media have made a Faustian bargain with Apple. In exchange for super-special access to Jobs, they tacitly agree not to criticize the company or even to say things it doesn't like. It's one of those deals that seems great at first—"Hey, I just got an exclusive with Steve Jobs!"—but eventually it turns out to be rotten. For one thing, the access isn't worth much, since all you get is lame, scripted, well-rehearsed comments. Essentially you get turned into an extension of Apple's PR operation. And while it's nice to get a peek behind the curtain, and it's exciting to feel like you've been allowed into the "cool kids club," the truth is that the cool kids who are pretending to be your friends are actually just using you to spread whatever disinformation they happen to need spread that week. You are, to them, nothing more than a useful idiot.
And when the you-know-what hits the fan, as it eventually must—when, say, Apple finally admits the truth about Steve Jobs being sick, a truth that was obvious and evident for months—all those wonderful "sources" and PR pals just slip away into no-comment land, leaving their sycophantic media dupes to take the fall for Apple's dissembling.
That's what happened to the poor guy at CNBC. Sure, he got his share of "exclusive" 10-minute spots with Steve Jobs. You can find them on YouTube. They look like training videos for a correspondence course on bootlicking. Now, of course, the CNBC guy says he's outraged. He sputters about how Apple has been irresponsible and "deplorable." His pals at Apple won't care. They're already moving on to the next useful idiot. Among the Silicon Valley press corps there is no shortage of them.
© 2009
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