No-nonsense, and no names, at Apple iPad event

January 28, 2010

Apple has a reputation for developing hit products.

But the company also has a rep for maintaining an iron grip on its image and its message. Wednesday’s launch of the iPad, a product whose details have been closely guarded by Apple for months ahead of the launch, showed Apple’s operation at its best.

To the surprise of many, Apple CEO Steve Jobs turned up at the demo room after the main event and appeared to be casually hobnobbing with Wall Street Journal tech columnist Walt Mossberg.

IPADEVENT1But the scene was hardly the impromptu, open conversation it appeared.

Most of the people gathered around Jobs and Mossberg were not fellow reporters hunting for a quote, but a squad of no-nonsense, plain-clothed Apple staffers who had formed a human cordon around their leader. The only other person allowed within the safe zone was Mossberg, and any reporters who attempted to get near were physically blocked and pushed back.

Conversations with Apple staff about the iPad itself proved equally trying, with the mere act of getting a company spokesperson to confirm or clarify a fact feeling like an exercise in the theatre of the absurd.

“How do I spell your name?” this reporter asked an Apple staffer following a short conversation to confirm certain basic features of the iPad.

“That’s not available for you,” the staffer replied, in an eerily robotic tone.

A second Apple staffer chimed in that the company was not doing interviews.

So who should the information be attributed to?

“To be honest all these guys are here to help inform. And we’re able to provide that service to you so you have the right information, but we can’t have you quoting Apple employees or spokespeople because we really aren’t providing any today,” the second Apple employee said.

OK, that clears it up. Thanks.


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Staged? What? Of course it isn’t. If you believe something enough, it’ll come true. The iPad is the most amazing thing ever. Repeat after me. “The iPad is the most amazing thing ever.” Now let’s make it come true.

I suspect there isn’t an iPad that works. There’s just one prototype with a 10min battery life and that’s what Walt was playing with. But when you order one you will believe it works, and the media will have told you it is the most amazing thing ever, so you’ll be happy.

What’s that phrase? Cognitive Dissonance?

Posted by nicfulton | Report as abusive

[...] to the public relations team at Apple for doing things their way. I read this article over the weekend, which discusses how Apple has closely guarded their message and brand, refusing [...]

Ipad is a cool thing from apple.Its way better than blackberry book.I was surfing over online shopping when i came across with ipad.great work by apple.

Posted by itsy | Report as abusive