Apple's Public Relations Department Opening Up Under Tim Cook

152516 apple logoFor years, Apple Public Relations has issued press releases for major product announcements, handed out exclusives and loaner units to a few select reporters and columnists, and occasionally signed off on an interview with one of the senior executives when it suited their marketing message. That strategy gave the company millions of dollars in free marketing with news outlets writing about every bit of information they can find.

These days, according to the Wall Street Journal, Apple's public relations department is a little more proactive. Last week, Apple issued a press release to announce iOS 6.1, a comparatively minor software release.

At the same time, Apple communications staff have recently sent reporters more favorable third-party reports about the company, including a study predicting that by 2014, Apple will be as accepted in the enterprise as Microsoft is today. Apple, and indeed virtually all its competitors, send reporters favorable studies from time to time. But the five reports Apple has sent since the start of the year, mostly related to mobile market share, represent more than recent months.

The Journal says the PR efforts "represent a recognition that competition is heating up", according to a WSJ source, with a caveat that it wasn't a big shift in protocol.

Of course, even when Apple PR is more forthcoming, it can still rely on the press to cover every move it makes.

Top Rated Comments

AngerDanger Avatar
128 months ago
I don't know.. this guy Cook.. this guy blows.. Double downing on secrecy.. oh wow.. All the moves he makes, looks very very shaky and doubtful..

I feel the same way about your punctuation.
Score: 24 Votes (Like | Disagree)
Porco Avatar
128 months ago
"a study predicting that by 2014, Apple will be as accepted in the enterprise as Microsoft is today."

Ooh, I love fantasy novels!
Score: 17 Votes (Like | Disagree)
ericinboston Avatar
128 months ago
"...including a study predicting that by 2014, Apple will be as accepted in the enterprise as Microsoft is today."


So let me get this straight...within 10 months:

1)Apple software (what software?) will be as accepted as MS SQL Server or MS Office or MS Windows.

2)Apple Macs will be as accepted as Windows-based machines in the corporate world (we've been hearing similar stories for 25+ years). Even though there are no business Support contracts by Apple...you know...those corporate contracts about supporting hardware, upgrades, pricing, implementation teams, development teams, escalation/dedicated teams, etc. And where are the hundreds of thousands of Mac/Apple IT people to even do the work at Company X?

3)Apple iPads will be as accepted as MS tablets (you know, the one MS just released a few months ago which has no traction). This would be a true statement, but it's sure not saying much! Why not say that Apple will be as popular as nuns handing out cigarettes to children at bus stops?


Apple has a very, VERY long road to any kind of corporate acceptance. The very basics (regardless of how good a product(s) you think Apple has) are entirely missing from Apple: technical support, roadmapping, open-ness, pricing. Not to mention the fact that Apple has a very my-way-or-the-highway approach.

Apple is consumer-focused...plain and simple. Which is fine. Comparing phones and MP3 players to core hardware/software that RUNS businesses is abdsurd.
Score: 8 Votes (Like | Disagree)
deconstruct60 Avatar
128 months ago
...The fact Apple needs an entire department to do what one one of many areas Jobs handled solo is telling indeed. Sad day.
LOL. Jobs didn't do all PR by himself. What is sad is folks perpetrating that fraud.
Score: 6 Votes (Like | Disagree)
Renzatic Avatar
128 months ago
Macs far outsold Windows just 20 years ago. That's about the time Microsoft screwed Apple in the courtroom to get their Mac GUI because of a poorly written paragraph in the Office for Mac contract. The contract failed to clearly limit the use of the Mac GUI to Office, which at the time was the biggest selling software package on the Mac and by far the biggest seller for Microsoft. Microsoft used that court win to create Windows.
Read up on your tech history again. That contract loophole was only a small part of a much greater whole that ended up costing Apple the rights to the GUI.

The major part was that Apple didn't invent the GUI to begin with, and couldn't claim ownership of something someone else had already done beforehand.
Score: 3 Votes (Like | Disagree)
Northgrove Avatar
128 months ago
I don't know.. this guy Cook.. this guy blows.. Double downing on secrecy.. oh wow.. All the moves he makes, looks very very shaky and doubtful..
What.

Making press releases when you decide to make them doesn't impact secrecy in any way. They make the announcements when the products have been released! The difference is that they may just be more willing to make them now. I can't see how that in any way is a bad thing.

----------

Exclamation point on the end of the Jobs Era. The fact Apple needs an entire department to do what one one of many areas Jobs handled solo is telling indeed. Sad day.

Jobs wrote all press releases?
Score: 3 Votes (Like | Disagree)

Popular Stories

Cyber Monday Deals Feature 2022

Best Cyber Monday Apple Deals Still Available for AirPods, Apple TV, iPad, and More

Monday November 28, 2022 5:24 am PST by
The Black Friday and Cyber Monday holiday shopping rush is drawing to a close, but there are still some good deals to be had out there. For Apple products, many of the deals you've seen since last week are still available, though some have expired. So for anyone who missed out on Black Friday deals, there's still an opportunity to get some of the year's best prices on many Apple devices. Note: ...
iPhone 14 Pro Rear Camera

iPhone 15 to Use 'State-of-the-Art' Image Sensor From Sony for Better Low-Light Performance

Monday November 28, 2022 11:00 am PST by
Apple's upcoming iPhone 15 models will be equipped with Sony's newest "state of the art" image sensors, according to a report from Nikkei. Compared to standard sensors, Sony's image sensor doubles the saturation signal in each pixel, allowing it to capture more light to cut down on underexposure and overexposure. Nikkei says that it is able to better photograph a person's face even with...
Apple Watch Ultra Oceanic Plus App

Apple Announces Oceanic+ App Now Available for Apple Watch Ultra

Monday November 28, 2022 6:11 am PST by
Apple today announced that the Oceanic+ app is available for the Apple Watch Ultra starting today. Designed by Huish Outdoors in collaboration with Apple, the app serves as a dive computer for recreational scuba diving at depths up to 40 meters/130 feet. Apple already offers a basic Depth app on the Apple Watch Ultra for viewing your current depth, maximum depth reached, water temperature,...
app store awards 2021

Apple Announces 2022 App Store Award Winners, Highlighting Best Apps of the Year

Tuesday November 29, 2022 3:10 am PST by
Apple today announced its 2022 App Store Award winners, highlighting the 16 best apps and games selected by Apple's global App Store editorial team. The top apps were chosen by Apple for their quality, innovative technology, creative design, positive cultural impact, and ability to deliver "exceptional experiences." Apple CEO Tim Cook said: This year's App Store Award winners reimagined...
rapid security response

Apple Releases Another Rapid Security Response Update for iOS 16.2 Beta Users

Monday November 28, 2022 10:16 am PST by
Apple today released a Rapid Security Response update that is available for those running the iOS 16.2 beta, marking the launch of the second RSR update since the feature was released in iOS 16. The Rapid Security Response Update is designed to provide iOS 16.2 beta users with bug fixes without the need to install a full update. The initial RSR release for iOS 16.2 beta users was a test with ...
twitter elon musk

Elon Musk Claims Apple Has 'Mostly Stopped' Offering Ads on Twitter and Is Making Moderation Demands

Monday November 28, 2022 10:42 am PST by
Apple has cut back on its Twitter advertising, according to Twitter CEO Elon Musk. In a tweet, Musk said that Apple has "mostly stopped" its Twitter ads, asking if Apple hates "free speech." Musk went on to publish a poll asking if Apple should "publish all censorship actions" taken that impact customers and he began retweeting content from companies that Apple has had moderation discussions ...
iphone 11 tesla cybertruck close up

Elon Musk Pledges to Build iPhone Rival If Apple Ousts Twitter

Tuesday November 29, 2022 2:48 am PST by
Elon Musk has pledged to offer an "alternative phone" if Apple and Google remove Twitter from their app stores, adding to long-standing rumors about an iPhone rival from Tesla. Modified iPhone 11 Pro in the style of the Tesla Cybertruck, by Caviar. Musk's remark came after being asked about the potential scenario of Twitter being removed from app stores, which could conceivably happen if the...
General Black Friday Deals 2022 Green

All the Apple Black Friday Deals You Can Still Get

Friday November 25, 2022 4:40 am PST by
Although Black Friday is now technically over, many Apple products are still seeing major discounts through the weekend as we head into Cyber Monday. In this article, you'll find every Apple device with a notable Black Friday sale that's still available. We'll be updating as prices change and new deals arrive, so be sure to keep an eye out if you don't see the sale you're looking for yet. Note:...