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.
Two months in the making, this article is the product of over a dozen interviews with journalists, bloggers, and PR professionals, including many who have worked at Apple.
Apple’s PR team isn’t above quietly spreading negative press about competitors. For instance, when a publication “has written something negative about Android, [Apple PR] would send those stories around,” telling writers something like “that’s how we feel.” As just one example, Apple PR sent this email to two 9to5Mac reporters earlier this week, attempting to underscore an Android app’s failures.
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