Technovia: Secrets, lies, and misbehaviour at Apple Apple has had huge coverage in national newspapers thanks to Think Secret's story. Apple has managed to get a PR coup without spending a cent. They ought to be sending Think Secret a cheque for $100,000 and offering Nick dePlume a marketing job instead of suing them.Yes, but if they sent Think Secret a check, then the PR coup wouldn't be free. It's a very good PR move on Apple's part. It draws more attention to the keynote and more attention to Apple, and I think they might have pulled the same move even if it were a big news source like the New York Times that leaked the story, just because it is a good press move. Hopefully, they'll fold accordingly once the news moves on, just as they would have had it been the NYT. Reminder: Apple isn't Google. They do not have a "don't be evil" policy (at least not that I know of). Apple makes great products, but Apple is actually quite consistently evil in these sorts of ways. Every single piece of software that helps break their back-asswards DRM has received a cease and desist. They screw developers who have long been supporters of the platform, like the Konfabulator team. They sue ThinkSecret, who help keep the Apple buzz going. This isn't misbehavior as far as Apple is concerned. It is part of their standard operating procedures. My question is: why is everybody always so surprised when these type of things come from Apple? Is it just that in the comparative light of the greater evil of Microsoft business practices, everyone loses sight of Apple's "lesser" evil business practices? UPDATE: Check today's bits:
Daring Fireball: The Rumor Game My best guess now is that Think Secret’s rumors are accurate enough that Apple doesn’t mind fanning the flames, and figures that if they’ve lost the element of surprise, they might as well capitalize on the hype.Yes. And also:
Forbes.com: Apple Bites The Fans That Feed It It is widely acknowledged that Apple Computer enjoys the kind of slavish devotion among its customers--and fawning adoration from the press--of which other companies don't even dare to dream. That is, it's acknowledged by everyone but Apple. How else to explain Apple's (nasdaq: AAPL - news - people ) latest attempt to clamp down on, rather than embrace, its fanatical fans? [emphasis mine]Yes, again.
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