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Posts Tagged ‘Phil Schiller’

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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