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Posts Tagged ‘Phil Schiller’

Apple Damage Control Strategy: Blame Josh

Its appleAfter 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.

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14 Takeaways from the Epic Apple PR Expose

Apple Store

ICYMI, the Apple-obsessive blog 9to5Mac posted a truly epic 9-part story last Friday titled “Seeing Through the Illusion: Understanding Apple’s Mastery of the Media”. The piece served as a long weekend must-read for anyone with an interest in the communications or technology industries.

The work was so deep that it almost demanded episodic recaps a la Orange Is the New Black. We didn’t finish it until last night because we spent much of the long weekend competing with ourselves to see how many IPAs we could drink in a 24-hour period (not really), but we thoroughly recommend it.

Senior Editor Mark Gurman sought to answer the questions: What sort of strategic advantage has allowed the company to play the media like a well-worn string instrument for the past decade?

Here, then, are 14 things we learned from the piece.

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Apple Exec Bitch Slaps Samsung Before Galaxy S4 Debut

“Once you spend time with the Galaxy S4, I’m very confident you’ll find how its innovations make your life simple and fuller.”

OK, so Samsung president JK Shin tends to exaggerate a bit. In case you missed it, yesterday’s big tech news concerned the debut of the Samsung Galaxy S4, the company’s latest volley in the ongoing marketing war between Samsung and Apple, the world’s biggest smartphone companies.

We agree that features like the “SmartScroll“, which detects when a user is looking at the phone and responds accordingly, are very cool. But from a PR perspective we’re more interested in Apple marketing chief Phil Schiller‘s decision to make the media rounds and slam his competitor before yesterday’s product rollout. Frankly, we see this as a bad sign for Apple.

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