Apple is a different company under Tim Cook than it was under Steve Jobs, but Cupertino’s media relations strategy in large part still amounts to “our way or no way.”
Take, for example, the “bendgate” controversy.
We still can’t figure out why customers should be surprised to learn that every smartphone on the market will bend and even break under intense pressure — but Apple launched a media blitz to counter the headlines. They invited CBS to tour their super-secret testing facility before using a sympathetic article in Bloomberg to pin the blame on one quality assurance guy named Josh (whose name the article mentioned ten times).
As if shaming Josh weren’t enough, the company then revoked the accreditation of Computer Bild, the top European computer magazine that replicated the tests.
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