So I recently published a little blog post linking to an exposé of Apple’s PR operation (here: (https://ollielawsonpr.wordpress.com/2014/09/03/an-detailed-look-into-apples-pr-and-media-operation-by-9to5-mac/ )
Only a few weeks later and we see another example of their approach – this time Computer Bild fell foul of their bullying and intimidation tactics when they published a video showing how easy it is to bend an iPhone 6 Plus. Apple’s response was to take Computer Bild off their good boy list and no more testing devices or invites to Apple events.
Ignoring the fact that this is quite a childish way to react, how do they think trying to intimidate journalists and publications – the main route their customers learn about their products – is going to turn out?
Here’s the open letter Computer Bild’s Editor in Chief Axel Telzerow wrote to Apple:
Apple’s response to Bendgate has been to claim there isn’t a problem – which reminds me of another inadequate response to a phone problem when one of the previous Apple models had a signal problem – the response was to ‘hold it properly’.
Time will tell if Bendgate is a real issue or not, and while Apple remains at the top this approach will probably continue to work for them, but I expect there will be long-term issues if Apple continue to act like this.