Apple PR

November 20, 2019
2 min read

Apple recently announced the 16” MacBook Pro. They’ve invited journalists to the private event in New York, gave them review units and when the embargo dropped everyone was ready with the story.

This is the MacBook that saves us all. The keyboard is changed to the old mechanism, there is a physical esc key and arrow buttons are the right shape. It also is a bit bigger, with a bit smaller bezels and in a recent Apple fashion it got heavier, because it has so much more battery. Everyone was happy, especially developers and other professionals.

What also was happening at almost exactly the same time – there was a rumor about Apple AR product. Reportedly Apple has held an internal meeting with a 1000 employees who are working on the AR headset where it was discussed that it is a 2022 initiative at best.

And this is Apple PR at its best. First, you don’t hold a 1000 employee meeting and not think it is going to leak to the press (you are probably hoping it will, at this point). Second, the news was perfectly released during all the hype about the new MacBook. Third, almost the only notable thing that came out of this meeting, was the release date. There are some rumors that Apple was planning to release some kind of AR headset in 2020, so now Apple is managing the expectations – no AR headset next year.

So bloggers and podcasters can talk about the new MacBook, how Apple is finally listening and making compromises in the right places, finally again. How we want the same laptop, but for the 14” model. And mention in passing somewhere rumor about the AR headset and a meeting, but it stays in your mind – don’t wait.

Perfect.

Apple PR and The Verge 2.0

September 3, 2014
3 min read
Great report on Apple PR. A lot of things I’ve heard for the first time, most of them are not surprising, but often you just don’t think about them.
The big problem, in my opinion, is that tech journalists and bloggers try to look objective too much. I think you just can’t. You can try, but still you’ve got some opinions and thoughts on every subject, so I think you have to be true to yourself and your readers, they should understand where are you coming from. If you use Android phones all the time and then you decide to review an iPhone or iOS, I don’t think you could be objective, but that’s ok, you just have to explain to your readers/listeners/watchers where are you coming from and what should they expect out of the review.
Opening Daring Fireball, I expect to see mostly articles and links about Apple and probably somewhat skewed in favor of Apple. And that is neither good, nor bad. You just have to accept it.
Regarding Apple itself and its practices. I, personally, can’t blame them, if “journalist” is ready to suck up and believe whatever the company in question says, it’s his problem entirely.
There is also this practice to advertise your unwillingness to play by Apple’s rules, which is not good, in my opinion. Shitting company, not getting to this company’s events and then writing all over the web about that and how objective you are, isn’t probably a great idea. If you are not on good terms with the company, it doesn’t automatically mean you are objective.
The most interesting thing Apple has done, regarding PR, in my opinion, is its ability to engage non tech people (as some say “normals”). A lot of my friends, who don’t follow tech news and don’t care about new gadgets, apps or services, know that something will happen on 9/9. Many of them think, Apple will start selling iPhone 6, some know it will be only presented, but most are informed. They don’t know and don’t care, that today Samsung will present something (but they will). Samsung tries hard. In social networks, advertising all over the city, but they are mostly known, as this other phone you get when you don’t have money for an iPhone or in some cases “the iPhone from Samsung” (yes, I’ve heard that a lot).
 
In other news, The Verge became responsive. Even as people talk about the App economy and are in love with apps, I don’t think a website should have its own app. I didn’t download The Verge app (or an app from any other blog or magazine for that matter), because I either read their stuff in aggregators (mostly Flipboard), or in Pocket (where links from Twitter and other social networks end up). It’s not intuitive and convenient to open every news site and blog app to keep up with the news. It’s more intuitive to just open browser and go to some site. There is concern about those moments when you don’t have Internet connections, but I think they are rare and you can leave without the Verge for a moment, or just send page you need to Pocket.