I think most of you agree that we often pay far too much attention to the goings on at Apple. Part of this may be the fact that they are not willing to share daily tidbits with us; it’s more like every month or two, when there’s a new product or service to promote. For the rest of the time, the media is left to fend for themselves.
So we have stories about something Apple is about to do, in all its granular variations, what they’ve done, what they haven’t done, and what they can do better. When all is said and done, it’s hard to find any Apple move that hasn’t been thoroughly analyzed by the informed and otherwise.
Sure, we cover Apple Inc. extensively, as we’ve done since 1999. Prior to that, I worked at several Mac-oriented magazines, and have also written about the company for such mainstream publications as USA Today. I suppose you can say I’ve fallen into the trap, but I’m also very much dedicated to getting things right. If Apple is going to be covered so minutely, at least let the coverage be based on reality as much as possible.
However, this state of affairs also means that some stories about Apple get overblown, far beyond their relative importance in the scheme of things.