Media love Apple right? After all they write positive reviews about the iPod, love the design work Apple's Johathan Ive does and side with the company in its battle against the evil empire called Microsoft.
Wrong. Most high tech reporters hate Apple. They might not hate its products, but the PR department needs a dose of reality for sure. The Press Club of California last year November polled its members, asking them which companies had the worst PR. Apple finished first with a commanding lead over number 2.
Apple has come up with the weirdest of all PR policies by forcing foreign media in Silicon Valley (many of which live only miles away from Apple's head quarters) to contact the Apple PR department in their home countries if they have questions. There are more companies with PR policies that leave much to be desired, but Apple has taking non-PR to a new level.
Correspondents for major foreign media outlets have been kept out of official Apple events for no reason.
The problem isn't however limited to foreign correspondents, US media too are frustrated with the company. Try asking one of the 17 Apple PR reps in Cupertino a question and you can be certain to NEVER receive an answer.
One correspondent (he shall remain unnamed) recently suggested Apple the perfect solution: give him a written statement in which Apple declared that, regardless of his questions, Apple would have "no comment." It would save him the arduous task of calling, sending an email to remind Apple of the call, calling a gain, and then finally write in his story that Apple didn't respond to his request for comment. It was the only time that Apple actually DID respond to him.
Some correspondents now are saying enough is enough. This MacWorld they plan a revolution against the Apple PR machine that creates a buzz by letting the rumour mill spin out of control prior to the event (after all, I bet anyone that a 500 dollar Apple desktop computer is a pile of bull #@%$. If anything, it's going to be some kind of overpriced media adapter that works only with iTunes and other pieces of the proprietary Apple product line up).
Instead, expect some stories to pop up exposing Apple's dirty little PR secret (yes, you can consider this to be one of them). In an age where media are faced with an ever-increasing army of PR that tries to prevent the real story from getting in the way of the press release, correspondents are saying Apple has crossed the line.
Hopefully Apple CEO Steve Jobs will – for once – listen.
Full disclosure: Silicon Valley Sleuth uses Apple hardware and software, as has been disclosed in several previous posts to this blog. I am vendor agnostic. A computer just has to work, regardless of the brand of processor or the flavour of its operating system.
My home network (try looking for the one with the SSID buggeroff) contains hardware made by every vendor known to the universe and I in fact use a Microsoft keyboard and mouse with my iMac. Apparently an ergonomic keyboard and two button, scroll wheel mouse don't fit in with Apple's vision of aesthetic computer design.
And yes, this post was self-serving. I too like being treated like a human being by Apple PR.