The Illusion: Understanding Apple’s Mastery of the Media
Apple Marketing Lies
Seeing Through the Illusion: Understanding Apple’s Mastery of the Media
- Part 1) Apple Events and Shredded White Booklets
- Part 2) Introducing the Teams: How PR Is Organized at 3 Infinite Loop
- Part 3) Strategies: The “Art of Deep Background” and Controlling the Press
- Part 4) The Departure of a “Tyrant”
- Part 5) Two Heads In Place Of One
- Part 6) Controversies: From Maps to Beats to Haunted Empires
- Part 7) Product Reviews, Briefings, & Reviewer’s Guides
- Part 8) Steve Jobs and the Process Behind Press Releases
- Part 9) A Friendlier, More Transparent Future?
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.
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