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Former Apple Marketing Insider Sheds Light on Apple's 'Controlled Leaks'
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Apple fans are the only fans in the world that actually enjoy being screwed, manipulated and used by their object of admiration.
The idea alone that someone can be a fan of a technology corporation is bewildering. I mean, people normally are fans of a band, singer, or actor. Or a television series. But an electronics manufacturer? 
Personally, I'd like nothing better than seeing a "controlled leak" into Steve Ballmer's swimming pool at CES tonight...
Apple fans are the only fans in the world that actually enjoy being screwed, manipulated and used by their object of admiration.
Those others you mentioned can't screw you over either? I'm a fan of Apple but I'm not stupid enough to buy everything they make. I'm a fan of Apple's design philosophy, approach to minimalism, clean looking UIs and producing products out of passion.
Where is the line drawn? Can you be a fan of Ferraris & clothing designers? It's OK to be a fan of anything. The problem occurs if you believe that the person or company can do no wrong. It's then you become a sucker.
Problem here
There's one dangerous thing about controlled leaks: most senior Apple execs own big blocks of AAPL stock, and some unfriendly person might imagine that controlled leaks can also be used to manipulate the price of the stock.
There's one dangerous thing about controlled leaks: most senior Apple execs own big blocks of AAPL stock, and some unfriendly person might imagine that controlled leaks can also be used to manipulate the price of the stock.
We used to say: "Run it up the flag pole and see who salutes." Nothing new and fully expected, especially from Apple.
an apple employee will be immediately shuffled in to occupy the seat - any audience shots usually have about half the people wearing apple ID
Apple may want to drop a couple of "controlled leaks" now.
"If I were considering a Nexus One, I might be smart to wait until June, if you know what I mean."
"Ballmer's new tablet dance was entertaining, but I bet everyone will have forgotten about it in a couple of weeks, if you know what I mean."
Etc.
Microsoft does "controlled leaks" all the time, but they release "concept videos" whenever talk starts to mount about a new Apple device.* They did this when the rumors broke about a touch-sensitive Apple mouse.* They dropped the Courier video as Apple tablet talk was building.* Multimedia FUD.
*
Important to note: Apple doesn't release "concept videos" - they release actual products.* And they typically do so with an actual ship date.
"If I were considering a Nexus One, I might be smart to wait until June, if you know what I mean."
"Ballmer's new tablet dance was entertaining, but I bet everyone will have forgotten about it in a couple of weeks, if you know what I mean."
Etc.
Microsoft does "controlled leaks" all the time, but they release "concept videos" whenever talk starts to mount about a new Apple device.* They did this when the rumors broke about a touch-sensitive Apple mouse.* They dropped the Courier video as Apple tablet talk was building.* Multimedia FUD.
*
Important to note: Apple doesn't release "concept videos" - they release actual products.* And they typically do so with an actual ship date.
They're not being used. The person being told the controlled leak would post it on their website then get millions of views, therefore they would be getting ad revenue from Apple's leak.
You mean Apple leaks strategically just like the rest of the business and political worlds? I'm stunned!
One thing is for sure though -- Apple has now ratcheted up hype to a new dimension. That and with everyone's little sister showing off some sort of tablet at CES Apple gonna have to shine brighter than a '57 Chevy bumper in the mojave at noon. I mean this tablet is going to have to be so great hairs will pop out of Steve Balmers head.
And I believe Jobs will do just that which is why he waited until after CES. Classic total warfare. After Jan 27 there will only be one tablet. CES will have been rendered irrelevant.
One thing is for sure though -- Apple has now ratcheted up hype to a new dimension. That and with everyone's little sister showing off some sort of tablet at CES Apple gonna have to shine brighter than a '57 Chevy bumper in the mojave at noon. I mean this tablet is going to have to be so great hairs will pop out of Steve Balmers head.
And I believe Jobs will do just that which is why he waited until after CES. Classic total warfare. After Jan 27 there will only be one tablet. CES will have been rendered irrelevant.
No--in marketing, it's just part of their job. In fact, everybody who has a job is being used, but as long as we're getting paid for it, we don't care.
EDIT: oh, I just realized that you were probably talking about the reporters, not the marketing guys. Well, in their case, as long as the information is usually accurate, it enhances their reputation and possibly increases readership, so they benefit too. So, they shouldn't care either.
But who would be fired? In a leak, the leaker wouldn't be identified. On the other hand, it could be used to damage either the marketing guy's reputation to his newspaper contact or the reporter's own public reputation by telling him to purposefully leak inaccurate information.
must be boring working as WSJ to write this, hello, controlled leaks it's all part of their advanced PR strategy. Not just Apple, but any company with consumer stuff does that.
Apple fans are the only fans in the world that actually enjoy being screwed, manipulated and used by their object of admiration.
I dunno, I'm fairly sure there are some fans of bands, singers or actors who would enjoy being screwed, manipulated and used by their object of admiration.
They're Using the old Jedi Mind Trick
"You don't need to see these Apple products yet"
'We don't need to see these Apple products yet'
"These aren't the products you're looking for"
'These aren't the products we're looking for'
"He can go about his business"
'You can go about your business'
"Move along"
'Move along, move along...'
"You don't need to see these Apple products yet"
'We don't need to see these Apple products yet'
"These aren't the products you're looking for"
'These aren't the products we're looking for'
"He can go about his business"
'You can go about your business'
"Move along"
'Move along, move along...'
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Which is the most distinguishing factor between the two companies. The concept videos help to maintain an illusion that they're on the bleeding edge.
Concept videos are great - I use an entire collection of them.
Currently, I love their Multi-touch mouse, Courier Tablet, and NATAL. (the demo of the actual NATAL didn't quite do it for me, I much prefer the video)
Apple fans are the only fans in the world that actually enjoy being screwed, manipulated and used by their object of admiration.
I think we are talking about the difference between craft and art, both use the same skills to make a something for others to use/enjoy. In all those fields you can have studio musican who are never going to have fans but could well make a very good living, similar with Bit part actors you say these are craftspeople in those fields.
Most tech companies only really concern themselves with the craft. Apple and a few others try and push it to the next level. Do they make to the range of Art probably not quite but the fact they push means they are emotionally infested in the product then the buyer also invest in the purchase.
This to me is why Apple has fans when others might not.
Yes not all of what they make is a huge hit like everybody trying to push in to the next level they have fails, most won't get out of the studio, some will.
HP they have moments they try to push then they doubt themselves and go back in to the shell of doing the do.
You see the same in car companies, some just release concept cars for shows because it's expected. Others are really trying to push the ideas in to real products. I think you can guess brands have the most fans.