How Apple ‘Magically’ Deals with PR Nightmares

Jason Snell, via Macworld:

Apple’s philosophy, then, is not to release a vague statement and then stall while the company figures things out. Instead, the company prefers to remain silent until it can offer a thorough explanation and announce a solution. In both cases, the company also used its response to rope in its competitors, explaining that the issues involved were industry-wide, not limited just to Apple.

Let’s also keep in mind that Apple’s a proud company that prefers to keep technical details hidden from consumers and describe its products as “magical.” There’s a carefully cultivated mystique that is definitely part of Apple’s secret sauce. Having company executives declare in public that they’re not quite sure what’s going on, but by gum they’re going to get to the bottom of it, would work counter to that image.

Apple has mastered the art of dealing with the media, unlike these guys:


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