pre-screened questions so they can continue to get pre-release hardware & get invited to events.
The questions aren't prescreened, but the scope of the interview is laid out before hand.
"Craig can give you 20 minutes to talk about FaceID, and nothing else. He does want to talk about the tech demo issue Do you want that?"
People seem to think there is investigative level journalism needed for these things. There were a few questions I thought were good:
- The sunglasses thing. Craig mentioned that most sunglasses will work fine. However, depending on the filters for the lens it may block FaceID
- However, you can disable this portion of FaceID, which, if you are blind you will need to do. So, that cleared up two questions.
- He also said that if an app supports TouchID, it will work out of the box with FaceID.
- Oddly, the one question Craig fell into some sort of a vague script was around what is was like to build their own silicone. That's when I thought Craig danced around the issue somewhat. Were I giving the interview I would have taken the hint that hardware topics weren't going to get an answer.
About four years ago I did a press briefing with Apple about Logic X. I had a couple of product managers and the PR handler on the line. I don't recall any guidelines other than obviously only talk about Logic X. I don't have my notes anymore from the meeting, but I remember the PR person stayed out of the way for the most part. It was a combination tech demo and Q&A. Any follow up questions I had I emailed the minder and she got them turned around pretty quick. I don't remember any details. I've had similar briefings from other companies (Adobe, Sony) and they all pretty much went the same way.
Gruber is not a journalist, nor has he ever claimed to be one. He has said repeatedly that he feels more like the back page columnist of a magazine than a reporter. There are a lot of criticisms I have with him over the years: He is spending less time writing the long-form pieces I enjoyed reading, and a lot of his linked list items just have a few snarky comments. For this, he gets some serious advertising dollars. This interview isn't one of them. He knew he only had 20 minutes and wanted to ask the questions he felt he had the best chance of getting an answer to.
I also worked in the video game press for a long time as a reviewer and columnist. All types of enthusiast press suffer from the same issues: how do you critically cover an industry where access to these folks is important. Back in the print days it was a lot easier. If some publisher wanted to play hard ball over something, well, sucked to be them. With 12 issues covers a year, if they didn't want to offer up people for the interviews, we'd just go to someone else.
My experience with Apple and other companies is as long as your critique is fair, it didn't really matter for access. Grinding an axe during a review could affect your access, but, I think also a general airing of the grievances during an article is unprofessional. I've found most companies know the issues long before a launch, and so a review that calls it out isn't going to be a problem.
When I wrote about Apple, and I did write some critical stuff at times, the only time I heard from Apple PR about an article was if I had a fact wrong. I forget what I wrote that sparked an email exchange with Apple PR, my editor, and me, but I actually think it was a minor issue. Apple also rarely supplied me a quote, but would give me some information "on background." Which is a nice way of giving me the info EXACTLY how they wanted it quoted, but was very, very, clear it was not be "Apple says, 'blank blank blank'" when anyone who covered Apple who read, "I heard on background" meant that Apple said.