Apple’s public relations (PR) department is probably the best in the world – certainly more impressive at shaping and controlling the discussion of its products than any other technology company. Before customers get their first chance to see or touch a new Apple product, the company has carefully orchestrated almost every one of its public appearances: controlled leaks and advance briefings for favored writers, an invite-only media debut, and a special early review process for a group of pre-screened, known-positive writers. Nothing is left to chance, and in the rare case where Apple doesn’t control the initial message, it remedies that by using proxies to deliver carefully crafted, off-the-record responses.
A well-written article by Mark Gurman, detailing Apple’s PR practices. Especially the parts about how Apple carefully manipulates journalists, bloggers, and newspapers is very interesting. We all know that they do this, of course, but it’s great to see it all penned down like this.
It’s a long read, but definitely worth it.
Apple manipulates presstitutes? Say it ain’t so!
None of this affects product quality or customer satisfaction.
I haven’t read the article about PR yet, but PR and marketing are about hype and getting people to check out your product.
Design, implementation, and long-term value are what keep customers happy in a free market.
Some of you seem to propose that Apple tricks people into buying inferior products using flashy marketing and I’d argue it’s just the opposite. Almost all Apple ads show the product doing what it does in near-real speed. Their stores allow customers to try, then buy, and are happy to know they invested in an honest product.
What Apple does is control “the message” nearly as good as they control “the product”. The end result is “the customer” is happy and keeps buying more Apple products at that high margin.
It’s a winning formula if they keep the quality of design and manufacturing up. Their stock and that cash reserve prove my point.