After all the news and the pseudo-news and the record-breaking brand tweets, Apple finally responded to “bendgate” yesterday.
In many ways, the company’s actions show how far its strategy has moved away from the “take no prisoners” approach that an inside source described to us earlier this month. In that interview, the contact told us that the Apple of the past would never comment directly on anything. Yet he also noted that Tim Cook wants to “put a friendlier face on Apple”, and the company’s most recent moves seem to confirm that fact.
First, Apple release an official statement saying, effectively:
“Yes, a phone was bent, but it only happened to nine people (out of ten million).”
Apple even went further than that, inviting CBS to tour its previously super-secret iPhone testing facility to underscore the fact that everyone really needs to calm the hell down. The company even had some online brand advocates happy to let everyone else know that the “bend test” video you’ve all been passing around was a conspiracy dreamed up by a full-time hater.
Yesterday brought a Bloomberg article that seemed to lay the blame for Apple’s performance issues at the feet of a single, unfortunate person. His name is Josh.