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New ad... does Apple REALLY want to make it about PR?
Apple's latest "get a Mac" ad pokes fun at the way Microsoft has glossed over Vista's various shortcomings. In the ad, Mac and PC's conversation gets filtered by a public relations flack with the full sugar-coating.
Do my eyes and ears deceive me? Has the company known for the "reality distortion field" taken a shot at someone else's affinity for spin?
They do get it a bit wrong: Microsoft PR rarely answers the question you actually asked. In reality, the lady would have simply said "we're thrilled with the record numbers of users who have chosen to adopt Windows Vista" over and over for the length of the ad.
But I digress. The big question here is, does Apple really want to throw stones from its glass PR shed?
Apple's PR is notorious amongst journalists for being difficult to reach and even more difficult to work with. Whereas the mission for most PR staffs is to get information out to the press about the company, Apple's press team is more concerned about making sure the media gets as little exposure to the company as possible. When Apple does come out into public, it's under circumstances so tightly controlled, you almost wonder if Barry Bonds is about to hold a press conference.
Depending on your point of view, Apple PR is either brilliantly effective or needlessly hostile. They've built up a fair amount of resentment, which could be problematic if the iPhone/iPod synergy comes to an end and they have to actually pitch their products again.
I don't remember Microsoft PR ever doing this...
The Barry Bonds comparison doesn't fly. In Barry's case, the media forced the steroids down his throat while he was raking in the millions. (I'm still trying to figure out how the media accomplished this, but that's what Barry is implying when he blames the media)
With Apple, people started buying iPods despite it being overpriced and underpowered (remember that they turned to hard drives when everybody predicted thta Flash would be the future).
Barry got rich because of the media. Apple despite.
Posted by Tom | November 27, 2007 8:32 AM