Is Apple Being Too Secretive?
August 21st, 2007Before every last one of you gentle readers delivers a collective, ear-shattering “yes” to that question, maybe we should look more carefully at all the possibilities. Could it be that Apple’s business strategy works best the way it’s being executed, even if we don’t like it very much?
To attempt to answer that question, let’s look at the way reporters approach a story. If they know something important is happening at a given date and time, you might look forward to a minimum of three stories. First about the event that’s about to happen, second about the event itself, and, finally, the summary with perhaps the reason for the event and its possible significance.
When it comes to an event staged by a company building consumer products, it has to be done judiciously. Harried, overworked reporters are already overwhelmed with invitations, and they have to pick and choose with care. But when a company gets coverage, it can be worth potentially millions of dollars in free publicity, and all without having to spend a dime on ads.
