How Apple ‘Magically’ Deals with PR Nightmares
Jason Snell, via Macworld:
Appleâ€™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.
Letâ€™s also keep in mind that Appleâ€™s a proud company that prefers to keep technical details hidden from consumers and describe its products as â€œmagical.â€ Thereâ€™s a carefully cultivated mystique that is definitely part of Appleâ€™s secret sauce. Having company executives declare in public that theyâ€™re not quite sure whatâ€™s going on, but by gum theyâ€™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: