Over the last few weeks, we’ve posted several stories about Apple‘s newer, more aggressive PR strategy in the post-Jobs era. Not only is the tech giant focused on pushing its own products; it’s also giving its executives more leeway to take shots at rivals like Samsung as they see fit.
Jean-Louise Gassée worked for Apple throughout the 80′s as the head of its French division and later directed Macintosh product development before leaving due to strategic differences with other executives. On Sunday he posted an op-ed on the Monday Notes tech blog with the ominous headline “Apple Is Losing the War–of Words“. Gassée‘s conclusion will surprise many in the tech world, because he thinks the Apple PR team should take a few cues from Microsoft and hire an outside firm better versed in the art of “verbal warfare.”
Wait, what? Let’s explore this a little further, shall we?