Hey, Look: Apple Wrote a Press Release!


By Patrick Coffee Comment

shutterstock_119879914Today in Not Really News news, the sight of a rare release from the folks at Apple this morning inspired us to comb through the company’s “PR library” to review the sorts of announcements that its team deems release-worthy.

Like all releases, these range from the noteworthy (today’s Developers Conference news) to the mundane (iTunes radio available in Australia), the strategically significant (China Mobile adds iPhone to its network) to the poppy (BeyoncĂ© “shatters” digital sales record).

Unlike many of the releases we get each day, these don’t contain any particularly flashy hooks or “pay attention to me” tricks–yet each one inspires a predictable wave of headlines across every relevant blog.


A quick scroll through the library illustrates a “problem” we all wish we had: media obsession with a brand. The fact that nearly every single release includes a different set of media contacts also hints at the considerable time and resources spent strategizing about each successive rollout.

Again, there’s nothing particularly unusual here. But the page is worth a glance if only to review the vanilla style of one of the world’s most influential press rooms.